SECTION – A

1. Define marketing

Marketing is the process of getting potential clients or customers interested in your

products and services. The keyword in this definition is "process". Marketing involves
researching, promoting, selling, and distributing your products or services.

Marketing refers to activities a company undertakes to promote the buying or selling of

a product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses.

Product, price, place, and promotion are the Four Ps of marketing. The Four Ps
collectively make up the essential mix a company needs to market a product or service.

3. Sales Forecasting

Sales forecasting is the process that enables a business to estimate future sales. Sales
forecasting helps companies plan ahead by roughly gauging their future revenue
growth, in turn helping them shape their business model.

Typically sales forecasting uses historical data, but if a company only has a small data
pool they may include other factors such as wider industry / economic trends.

Sales forecasting gives insight into how a company should manage its workforce, cash

flow, and resources. In addition to helping a company allocate its internal resources
effectively, predictive sales data is important for businesses when looking to acquire
investment capital.

4. Purpose of Labelling

Definition: Labelling is a part of branding and enables product identification. It is a printed

information that is bonded to the product for recognition and provides detailed
information about the product. Customers make the decision easily at the point of
purchase seeing the labelling of the product.
1. Defines the product and its contents:
2. Recognition of product:
3. Assorting of products:
4. Assists promotion of products:
5. In compliance with the law:
Labelling is significant as it fetches customers’ attention to purchase the product because of
visual appeal. It promotes the sale of the product as it can make or break the sale of a
product.

6. Salesmanship
Salesmenship can be defined as the ability of a person to sell a product or service to a
customer by removing their ignorance and doubtfulness about the product in such a
way that both the buyer as well as the seller gets to benefit from the deal. It also
includes the ability to generate a need for the product and to make customers want the
product.

Salesmanship refers to conscious efforts on the part of the seller to induce a

prospective buyer to purchase something that he had not really decided to buy, even if
he had thought of it favourably. It consists of persuading people to buy what you have
for sale in making them want it, in helping to make up their minds. It is an ability to
remove ignorance, doubt, suspicion and emotional objection concerning the usefulness
of a product.

8. E-Marketing
Marketing (a.k.a. electronic marketing) refers to the marketing conducted over the
Internet. Two synonyms of E-Marketing are Internet Marketing and Online
Marketing which are frequently interchanged. E-Marketing is the process of marketing
a brand (company, product, or service) using the Internet through computers and mobile
devices mediums. By such a definition, eMarketing encompasses all the activities a
business conducts via the worldwide web with the aim of attracting new business,
retaining current business and developing its brand identity.

Web marketing, digital marketing, internet marketing or online marketing; all of these
words are synonymously used for E-Marketing. What it means is the marketing of
products or services by using the internet. E-mails and wireless marketing also fall into
the category of e-marketing.
 SECTION – B

9. Market Research
The Marketing Research is the systematic collection, analysis, and interpretation of data
pertaining to the marketing conditions.

The basic reason for carrying out the marketing research is to find out the change in the
consumer behavior due to the change in the elements of the marketing mix (product, price,
place, promotion).

The marketers need to know about the changing trends in the market viz. Changes in the
customer’s tastes and preferences, the new products launched in the market, prices of the
competitor’s product, the close substitutes of the product, etc.

Marketing Research Process

To begin with the marketing research, following steps has to be followed:

1. Define the Problem-The foremost decision that every firm has to undertake is to
find out the problem for which the research is to be conducted.The problem must be defined
adequately because if it is too vague, then it may result in the wastage of scarce resources
and if it is too narrow, then the exact conclusion cannot be drawn.In order to define the
problem appropriately, each firm must have a clear answer to the questions viz. What is to
be researched (content and the scope)? And Why the research is to be done (decisions that
are to be made)?

2. Develop the Research Plan– This step involves gathering the information relevant
to the research objective. It includes:

 Data Sources: The researcher can collect the data pertaining to the research
problem from either the primary source or the secondary source or both the sources of
information.The primary source is the first-hand data that does not exist in any books or
research reports whereas the secondary data is the second-hand data which is available in
the books, journals, reports, etc.

 Research Approaches: The Secondary data are readily available in books,

journals, magazines, reports, online, etc. But the primary data have to be collected and to
do so, the following research can be conducted:
o Observational Research: The researcher can collect the information by just
observing the happenings in the market and sometimes having a friendly conversation with
the customers to know about their purchase experiences.
o Ethnographic Research: It is one of the forms of an observation research
where the researcher studies an individual in the real life situation and not under any market
setup or a lab.The purpose of this research is to know the way people live (their lifestyles),
 What they do to earn their livelihood, how they consume goods and services, what they
need in their personal and professional lives etc.
o Focus Group Research: It is a form of group discussion wherein six to ten
people gather and discuss the common topic given by the moderator.A moderator is a
person who conducts the group discussion and is skilled in group dynamics. He also keeps
the discussion focused on the topic so that relevant information can be obtained from the
group members.
o Survey Research: These are the descriptive research generally conducted to
know the about the customer’s knowledge about the product, their preferences, and
satisfaction level. The best way to conduct surveys is through the Questionnaires.
o Behavioral Data: The customer’s actual purchases at the store reflects its
behavior and the choice of products. Thus observing what customers are buying gives more
accurate information about the customer rather than the planned answers given by them in
the surveys.
o Experimental research: This is done to find out the cause and effect
relationships. This research is undertaken to study the effects of change in the customer’s
behavior due to the change in the product’s attributes.
 Sampling plan: Once the research approach is decided, the researcher has to
design a sampling plan and have to decide on the following:
o The sampling Unit i.e. whom, shall we survey?
o The sample size, i.e., How many units in the population shall be surveyed?
o The sampling procedure, i.e. How the respondents shall be chosen?
 Contact Methods: The researcher has to choose the medium through which the
respondents can be contacted. The respondents can be reached via emails, telephone, in
person or online.

3. Collect the Information: This is one of the most expensive methods of marketing
research. At this stage, the researcher has to adopt the methods to collect the
information, he may find it difficult to gather the correct information because of the
respondent’s biasedness, unwillingness to give answers or not at home.

3. Analyze the Information: Once the information is collected the next step is to
organize it in such a way that some analysis can be obtained. The researchers apply
several statistical techniques to perform the analysis, such as they compute
averages and measures of dispersion. Also, some advanced decision models are
used to analyze the data.

3. Present the Findings: Finally, all the findings and the research are shown to the top
management level viz. Managing director, CEO, or board of directors to make the
marketing decisions in line with the research.

3. Make the Decision: This is the last step of the marketing research, once the findings
are presented to the top level management it is up to them either to rely on the
findings and take decisions or discard the findings as unsuitable.
Thus, marketing research is done to gather all the relevant information about the market
and design the marketing strategies accordingly.

11. Packaging:

What is Packaging – 6 Important Functions: Protection and Preservation,

Containment, Communication, Convenience, Economy and Promotion
Function
Packaging has a two-dimensional function. First, it must protect the product. Then it has an
important promotional role.
Thus, the functions can be categorized into the following headings:
Function # 1. Protection and Preservation:
The basic function of packaging is to protect and preserve the contents during transit from the
manufacturer to the ultimate consumer.
i. Most of the damage occurs in the handling process. The more frequently the products are
handled in the distribution process, the greater is the need for protection. Damaged goods have
to be replaced as they may cause loss and inconvenience to the seller as well as to the purchaser.
ii. Certain products, if exposed, may be lost. Powder, oil and petroleum products are examples.
iii. Pilferage.
iv. Contamination by dirt or dust, for example, clothing.
v. Moisture gain and loss, for example, cement.
vi. Chemical change, for example, metal corrosion.
vii. Insect attack, for example, moths in clothing.
Function # 2. Containment:
Most products must be contained before they can be moved from one place to another. To
function successfully, the .package must contain the product. This containment function of
packaging makes a huge contribution to protect the environment. A better packaging helps to
maintain the quality of the product and reachability of the product in the consumer’s hand
without spillages. It gives better image to the organization.
Function # 3. Communication:
A major function of packaging is the communication of the product. A package must
communicate what it sells. When international trade is involved and different languages are
spoken, the use of unambiguous and readily understood symbols on the distribution package is
essential.
It helps in appropriate communication to the consumer about the product, how to use it and
other utility information. Packaging protects the interests of consumers. Information includes
quantity, price, inventory levels, lot number, distribution routes, size, and elapsed time since
packaging, colour, merchandizing and premium data.
Function # 4. Convenience:
i. Properly packed goods require less space.
ii. Easy methods could be suggested to take goods out from a pack and keep the rest intact.
Function # 5. Economy:
Package provides various economies, both to the producers and the consumers.
i. Loss in quantity is prevented thereby avoiding the monetary loss also.
ii. Creates an opportunity to communicate with the customers.
Function # 6. Promotion Function:
i. Self-service – The package must be and capable of performing many of the sales tasks. It must
attract attention, describe the products’ features, give consumer confidence and make a
favourable overall impression.
ii. Consumer affluence – The prestige of a product is maintained with the help of proper
packaging. Good packaging is capable of projecting various qualities of the product as well as
that of the manufacturers.
iii. Integrated marketing concept – Brand names now occupy a dominant role in marketing. The
brand names are popularized through advertisement but the reminding of brand names and
making the brands acceptable to consumers are achieved through packaging.
iv. Innovational opportunity – Packaging is capable of bringing large-scale gains.

13. Consumer Protection:

Consumer Protection is a term given to a practice wherein we need to

protect the consumer from the unfair practice, educating them about their
rights and responsibilities and also redressing their grievances.
Why do Consumers need to be Protected?

There are n number of products in the market which are injurious to

the health of the consumer, adulteration, false weights, monopoly and unfair
trade practice are some of the issues that need to be tackled and are to be
addressed to protect the consumer against it.

How do we Protect the Consumer?

 The consumer should be educated on their rights and responsibilities

 Their grievances should be redressed
 The judicial body requires to provide them with the justice.

Importance of Consumer Protection

I. Importance from Consumer Point of View 

 Consumer Ignorance: Consumer when seeing it from their point of view

then we have gathered some aspects to it. Of which, Consumer Ignorance
needs to be taken care of they should know how to exercise their rights and
how to seek reliefs.
 Unorganised Consumer: We need a Consumer Organisation which can
unify the consumers and help them seek relief with their consumer issues.
 Widespread Exploitation of Consumer: Consumer is been exploited
through the ways of adulteration, false practice, fake weights, incomplete
information on packaged products, Misleading Advertisements. For
instance, there are many products that claim to make you fair or reduce
your weight but when you use the products it does not provide what is
promised.
II. Importance from Business Point of View

 Long-Term Interest of Business: If one wants to increase their customer

base in long-term then they need to make a satisfied customer. A satisfied
customer with their word of mouth would make more customer and increase
the consumer base.
 Business uses society’s Resources: Business should not hamper consumer
confidence as most of the resources taken from the society. In turn, business
keeps in mind public interest and provide products accordingly.
 Social Responsibility: Business have responsibilities towards the
consumer, government bodies and society and they should work in a way
which should be beneficial to them and the business as in return it will
flourish their business.
 Moral Justice: Business has a moral duty to the society and consumer and
they should take steps which should not hamper the society or consumer.
They should prevent any sort of exploitation like adulteration, unfair
practices, defective product, fair price and weight.
 Government Intervention: To avoid the situation of government
intervention in the business which could be a hectic task. For
that business should design their trade practice in such a way which would be
in the interest of the consumer.
 SECTION – C

16. Various Advertising media:

Advertising media is a vehicle or device that carries the message of the advertiser to
the target consumer. There are various media that are available for an advertiser to
choose from, to carry his particular advertising message.
Availability of advertising media is very important to consider while planning to advertise
in an overseas market. It is pertinent to mention that media may not be available readily
in every country or in some areas within a particular country. The following types of
advertising media can be used in the overseas market for the promotion of products or
services.
The types are: 1. Newspaper Advertising 2. Television Advertising 3. Radio
Advertising 4. Magazine Advertising 5. Direct Mail Advertising 6.
Transportation Advertising 7. Outdoor Advertising 8. Speciality Advertising 9.
Personal Selling 10. Sales Promotion.

Type # 1. Newspaper Advertising:

The major advantage in advertising in Newspapers is that it covers a wide
selected geographical market and broad coverage can sell a product in that
specific area. Newspaper advertisement is also flexible and timely, which can
be changed as and when desired. Now-a-days Newspapers are the chief means
of advertising.

Type # 2. Television Advertising:

The chief advantage of this is that the advertising message can be delivered
and the product can be demonstrated to all at the same time. Television
advertising may be classed as a network, spot or local advertisement. Network
advertising is directed toward large audiences covering a wide territory.
Message can go to nationwide market at one time via network advertising and
the cost of each message per listener is low since television reaches such a
large potential audience.

Type # 3. Radio Advertising:

Advertising by means of radio gives the advantage of selecting the territory
and audience to which the message is to be directed. It is also cheaper than TV
advertising.

Type # 4. Magazine Advertising:

Today the large number of magazines is published which represents an
important advertising medium. These are published weekly or fortnightly or
monthly. A magazine advertisement has larger life than a Newspaper which is
read and described daily.

A magazine is retained for a longer period and is usually read in a more

leisurely manner. However a disadvantage is that since the printing of a
magazine is much more complex than that of a Newspaper, most
advertisements have to be placed well in advance of the time they finally reach
the reader.

Type # 5. Direct Mail Advertising:

Direct mail advertising is advantageous, if an advertiser desires to get a wide
coverage for his products. The circulars announcing a grocer’s specials, the
catalogue announcing a summer or winter sale of goods or a letter offering a
special purchase are examples of Direct-mail Advertising.

There are two major advantages of this method:

(a) The message can be directed to specific customers and thus it is selective.

(b) It can be spread over a wide territory.

Since this method is cheaper and quicker, a larger number of small and
medium size concerns also use it.
Type # 6. Transportation Advertising:
A variety of advertising messages are displayed on the different forms of
public transports such as city buses, taxi cabs, tampoos, trucks, 3-wheelers etc.
This types of advertising message is best suited to the big cities and towns
where many people can notice the advertisement while going to and from
work.

Type # 7. Outdoor Advertising:

Since a reader usually sees the message for only a matter of seconds, hence
outdoor advertisements should be simple and to the point. These are used for
products that are used frequently, are well known and whose message can be
flashed quickly to the individual.

These messages are printed on bill-boards, painted signs or displayed on elec-

tric poles etc. Since the message should be short, the advertiser’s trade mark, a
slogan or a visualisation of the package is usually presented.

Type # 8. Speciality Advertising:

Every year some advertisers have their names and messages printed on wide
variety of useful goods, specially at the time of “Deepawali festival” and “New
Year” beginning. These goods are then distributed to the specific market
segment chosen by the advertiser.

Such advertising is called “Specially Advertising”. Some examples of specially

advertising are; Hand bags, Pens, Ashtrays, Bottle caps, Key rings, Phone book
covers, T- shirts, calendars, Bill folds etc.

Type # 9. Personal Selling:

Personal selling is an important part of marketing strategy. Personal selling is
the means by which customers are reached on a face to face basis. To be effec-
tive, sales persons must have good knowledge of the products they sell and of
the policies of their company. They should also gather information about
actual customers.

Type # 10. Sales Promotion:

In addition to advertising and personal selling, sales promotion represents
another important means of creating an awareness of products “Sales
Promotion” refers to those marketing activities, other than personal selling,
advertising and publicity that stimulates consumers purchasing and dealer
effectiveness such as displays, shows and exhibitions, premiums, contest,
trading, coupons etc.

SECTION – D

17. COMPULSORY

COMPANY PROFILE
Arvind Mills, based in Ahmadabad, Gujarat, is the flagship company of the
Lalbhai Group. It is one of India’s leading Composite manufacturers of
textiles. It has a wide product range, manufacturing a wide variety of
textiles ranging from cotton shirting, denim, knits and bottom weight
fabrics. It is India’s largest denim manufacturer, apart from being the 4th
largest producer and exporter of denim in the world. It was responsible for
bringing denim to India in the early 1980’s, thus starting the Jeans
revolution. It not only owns and retails its own brands like Flying Machine,
Newport and Excalibur but also licensed international brands like Arrow,
Lee, Wrangler and Tommy Hilfiger, through its nationwide retail network.
Arvind Mills also runs a value retail chain, Megamart. The company was
started with a budget of fifty five thousand dollars and is today valued at
over $500 million. Its enterprises are equipped with state-of-the-art
technology entailing the full manufacturing cycle- from painting the fibres
till the finished product.

Arvind Limited started with a share capital of Rs 2,525,000 ($55,000) in the

year 1931. With the aim of manufacturing the high-end superfine fabrics
Arvind invested in very sophisticated technology. With 52,560 ring spindles,
2552 doubling spindles and 1122 looms it was one of the few companies in
those days to start along with spinning and weaving facilities in addition to
full-fledged facilities for dyeing, bleaching, finishing and mercerizing. The
sales in the year 1934, three years after establishment were Rs 45.76 lakh
and profits were Rs 2.82 lakh. Steadily producing high quality fabrics, year
after year, Arvind took its place amongst the foremost textile units in the
country.

(Source:http://www.arvindmills.com/heritage/history.htm,
http://en.wikipedia.org/wiki/Arvind_Mills)

BDMCL was incorporated in 1879 at Mumbai under the house of Wadias.

The company is a flagship brand of the Wadia group, which has a presence
across foods and dairy, airlines, chemicals, plantations, laminates,
electronics, healthcare, architecture and clinical research. BDMCL
manufactures cotton textile, non-woven fabrics and di-methyl terephthalate
(DMT). The textile division was initially located at Worli, Mumbai, but has
been relocated to Ranjangaon near Pune. This division continued to report
operating losses in FY10. The company has started to use PTA, an
alternative feedstock, to manufacture polyester; the new plant is under
stabilisation and continued to show operating losses during FY10. The real
estate division, which commenced operations with the development of the
Spring Mills (Dadar) and Textile Mills (Worli) properties during 2005,
registered an operating profit of Rs 3.4 bn in FY10.

TIMELINES
ARVIND MILLS
1931 – The inception of Arvind Mills Limited at the hands of three brothers
– Kasturbhai, Narottambhai and Chimanbhai Lalbhai

1934 – Arvind establishes itself amongst the foremost textile units in the
country.

1980 – Arvind records highest levels of profitability. The new strategy –

‘Reno vision’, points at changing the business focus from local to global,
towards a high-quality premium niche market.
1987-88 – Arvind enters the export market for Denims with a dual focus –
Denim for leisure and Denim for fashion wear.

1991 – Arvind emerges as the third largest manufacturer of denim in the

world.

1997 – India’s largest state-of-the-art facility for shirting, gabardine and

knits is set up at Santej.

2005 – Arvind creates a unique one-stop shop service on a global scale,

offering garment packages to reputed national and international
customers.

2007 – Arvind expands its presence in the brands and retail segment by
establishing MegaMart – One of India’s largest value retail chains.

2010 – Arvind launches The Arvind Store, a concept putting the company’s
best fabrics, brands and bespoke styling and tailoring solutions under one
roof. Arvind launches its first major Real Estate projects. Arvind becomes
one of India’s largest producers of fire protection fabrics.

Arvind mills is headed by Mr Sanjay S Lalbhai and has been associated with
Arvind Mills for more than 30 years. The management consists of Mr Jayesh
Shah(Director and CFO), Mr Punit Lalbhai(Executive Director) and Mr Kulin
Lalbhai(Executive Directors). There also other independent directors on the
board. In 2004 Arvind Textiles faced a rapid outflow of people from its top
management which was blamed for lack of professionalism in the company.
This was also the period when Arvind Mills started facing a lot of losses.
Since then the top management has stalbilised and initiatives have been
taken by the top management to diversify into more areas in order to
mitigate the risk offered by any one business. This has resulted in the taking
up of initiatives like the opening up of Megamart and more recently Arvind
Store which will house the best of practices of the firm. The company has
also sought to diversify into the realty business recently. All this has
boosted up the revenues of the company and Arvind Mills is slowly
recovering from the lack of demand and the saturation of the denim
market abroad, mainly Europe.

Mr Sanjay S Lalbhai has been seen as a leader who takes fresh initiatives
every three to four years in order to keep the brand profitable. It is under
his able administration that Arvind Mills opened the Megamart stores and
the more recently Arvind Stores. He is seen to take critical decisions along
with the CFO, Mr. Jayesh Shah, to look out for areas to diversify and in
which Arvind can profit.