A PROJECT REPORT

ON

A STUDY ON MARKET SHARE OF

PETER ENGLAND IN INDIA
Submitted in partial fulfillment of requirement for the degree of

MBA-IST SEM.

IN

UNDER THE SUPERVISION OF SUBMITTED BY

GOURAV CHOURASIYA

TO

DEPARTMENT OF MANAGEMENT STUDIES

SWAMI VIVEKANAND UNIVERSITY, SAGAR (M.P.)

2017
 PREFACE

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I
wish to express my deep sense of gratitude to all those who
generously helped in successful completion of this report by sharing
their invaluable time and knowledge.
It is my proud and previledge to express my deep regards to
Respected HOD Dr.NEERAJ TOPKHANE, Head of Department of
Business Management , SVNU, SAGAR for allowing me to
undertake this project.
I feel extremely exhilarated to have completed this project
under the able and inspiring guidance of ......................................he
rendered me all possible help me guidance while reviewing the
manuscript in finalising the report.
I also extend my deep regards to my teachers , family members ,
friends and all those whose encouragement has infused courage in
me to complete to work successfully.

GOURAV CHOURASIYA
MBA IST SEM

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I was fortunate

enough to get support from a large number o persons. I wish to express my
deep sense of gratitude to all those who generously helped in successful
completion of this report by sharing their invaluable time and knowledge.
 It is my proud and previledge to express my deep regards to Respected ,
Head of Department Dr.NEERAJ TOPKHANE Department of Business
Management , SVNU, SAGAR for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the able
and inspiring guidance of He rendered me all possible help me guidance while
reviewing the manuscript in finalising the report.

I also extend my deep regards to my teachers , family members , friends

and all those whose encouragement has infused courage in me to complete to
work successfully.

GOURAV CHOURASIYA
MBA IST SEM.

CERTIFICATE
The project report titled A STUDY ON MARKET SHARE OF PETER

ENGLAND" been prepared by GOURAV CHOURASIYA MBA IST SEM.,

under the guidance and supervision of ........................................................ for

the partial fulfillment of the Degree of MBA.

Signature of the Signature of the Signature of the

Supervisor Head of the Examiner

Department

DELCLARATION BY THE CANDIDATE

 Date :

I declare that the project report titled A STUDY ON MARKET SHARE

OF PETER ENGLAND on Market Segmentation is nay own work conducted

under the supervision of ...................................................................Department

of Business Management, SWAMI VIVEKANAND UNIVERSITY SAGAR

To the best of my knowledge the report does not contain any work , which has

been submitted for the award of any degree , anywhere.

GOURAV CHOURASIYA

MBA IST SEM.

CONTENTS
 PREFACE
 ACKNOWLEDGEMENT
 CERTIFICATE
 DECLARATION
CHAPTER – I INTRODUCTION
  ABOUT PROJECT
 AN INSIGHTOF COMPANY HISTORY
 MISSION AND VISION
 STANDING POSITION OF COMPANY
 BRAND VALUE
CHAPTER – II OBJECTIVE OF THE STUDY
CHAPTER – III RESEARCH METHODOLOGY
CHAPTER – IV MARKET ANALYSIS
 OVERVIEW
 BRANDS
CHAPTER – V CONSUMER GROUPS
 CONSUMER BEHAVIOUR
CHAPTER – VI PRODUCT PROFILE
 PLAN FOR PRODUCT MIX
 PRODUCT RANGE
CHAPTER – VII MARKETING STRATEGY
 PRICING
 POSITION AND DISTRIBUTION
 PROMOTION
CHAPTER – VIII ABOUT COMPETITORS
 COMPETITOR FOR PRODUCT
 PRICE OF COMPETITOR PRODUCT
CHAPTER – IX DATA ANALYSISAND INTERPRETATION
CHAPTER – X LIMITATION
CHAPTER – XI CONCLUSION & SUGGESTION
BIBLIOGRAPHY
QUESTIONNAIRE

INTRODUCTION

ABOUT PRODUCT
All societies observe certain rules, some of them quite strict, about the way in
which men, women and children should dress, or how. different social classes
and groups should present themselves. These norms come to define the identity
of people, the way they see themselves, the way they want others to see them.
They shape our notions of grace and beauty, ideas of modesty and shame. As
times change and societies are transformed, these notions also alter.
Modifications in clothing come to reflect these changes. The emergence of the
modern world is marked by dramatic changes in clothing. In this chapter, we
will look at some of the histories of clothing in the modern period, that is in the
nineteenth and twentieth centuries.
Why are these two centuries important?
Before the age of democratic revolutions and the development of capitalist
markets in eighteenth-century Europe, most people dressed according to their
regional codes, and were limited by the types of clothes and the cost of
materials that were available in their region.
Clothing styles were also strictly regulated by class, gender or status in the
social hierarchy.
IN INSIGHT OF COMPANY HISTORY
After the eighteenth century, the colonisation of most of the world by Europe,
the spread of democratic ideals and the growth of an industrial society,
completely changed the ways in which people thought about dress and its
meanings. People could use styles and materials that were drawn from other
cultures and locations, and western dress styles for men were adopted
worldwide.
In Chapter I you have seen how the French Revolution transformed many
aspects of social and political life. The revolution also swept away existing
dress codes, known as the sumptuary laws. Let us look briefly at what these
laws were.
What were these new values? What created the pressure for change?
Many changes were made possible in Britain due to the introduction of new
materials and technologies. Other changes came about because of the two
world wars and the new working conditions for women.
Let us retrace our steps a few centuries to see what these changes
were.
3.1 New Materials
Before the seventeenth century, most ordinary women in Britain possessed very
few clothes made of flax, linen or wool, which were difficult to clean. After
1600, trade with India brought cheap, beautiful and easy-to-maintain Indian
chintzes within the reach of many Europeans who could now increase the size
of their wardrobes.
Then, during the Industrial Revolution, in the nineteenth century, Britain began
the mass manufacture of cotton textiles which it exported to many parts of the
world, including India. Cotton clothes became more accessible to a wider
section of people in Europe. By the early twentieth century, artificial fibres
made clothes cheaper still and easier to wash and maintain.
In the late 1870s, heavy, restrictive underclothes, which had created such a
storm in the pages of women’s magazines, were gradually discarded. Clothes
got lighter, shorter and simpler.

VISSION AND MISSION

We aim to meet the aspirations of our customers through our offerings of
contemporary fashion and international quality at affordable prices. We look at
every Indian as our customer and will operate on a Pan-India basis in Metro,
Tier I, Tier II and Tier III cities and towns. We will create a leadership position
in this fieldby growing faster than competition. We will achieve our goals of
customer satisfaction through productexcellence and our growth objective
through employee motivation and prudent financial policies for
investor satisfaction.
OBJECTIVES
 To be pro-active in assessing customer needs and to deliver quality
products.
 To grow as a leader ahead of the competition through internal
performance achievements.
 To stand by our commitments to our Vendors, Franchisees and
Employees

STANDING POSITION OF COMPANY

 Gaining a brand recognition as a result of the expansion mode that
the company is in with the foray in Tier II and Tier III
cities
 Benefit of First Mover Advantage
 A truly Mass Volume Brand
 Also known for selling a lot more than many popular brands
 Catches the eye of the customer with attractive offers of heavy discounts
 Advanced and in-depth planning and research and also considering the latest
trends and customer demands inmind
 Highly motivated staff

BRAND VALUE
As the name suggests, Raymond brand positioning leans on casual comfort and
style with cotton as the dominant product input. The versatility of cotton is
reflected in the fashion statement embedded in the collection.
 
The current collection is aimed at casual and current fashion with a focus on
the younger generation.The companys focus on quality is not just a marketing
need but is truly a part of the genes of the company andits parent. Nahar
Industrial Enterprises is an
ISO 9002/1S14002
enterprise with Okotex certification. Raymond products are manufactured in
state-of-the art facilities with complete capabilities in hi-tech knitting,dyeing,
mercerizing, finishing, compacting and embroidery with total quality control
 OBJECTIVE OF THE STUDY

 To know about the different brands of Cloth.

 To know about the customer satisfaction
 To know about pricing to Cloth
 To know about market share of Cloth
 To know about the customers services.
 To determine what factors influence a consumer’s buying decision.
 To determine the important attributes that a consumer considers before
buying shirts.
 To determine which advertising mediums are most effective in
influencing customers perceptions
 To assess which brand of shirts are most preferred by customers.
 To find out the impact of sales promotions during a purchase.

RESEARCH METHODOLOGY
According to Green and Tall “A research design is the specification of the
methods and procedures for acquiring the information needed. It is the overall
operational pattern or framework of the project that stipulates which
information is to be collected, from where it is to be collected and by what
procedures”

This research process based on primary data analysis and secondary data
analysis will be clearly defined to meet the objectives of the study.

 I chose the primary sources to get the data. A questionnaire was designed
in accordance with our mentor in Shirts. I chose a sample of about 30
corporate customers
 I collected some data from the secondary sources like published
Company documents, internet etc.
Research Design
“A research design is the arrangement of conditions for collections and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedures”. It is a descriptive cross sectional design .It is the
conceptual structure with in which research is conducted; it constitutes the
blueprint for the collection, measurement and analysis of data.
It is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal
information with minimal expenditure of effort, time and money.
In the preliminary stage, my research stage constituted of exploratory study
by which it is clear that the existence of the problem is obvious .So, I can
directly head for the conclusive research.
Sampling Plan
“Sampling plan” is a distinct phase of research process. In this stage I have to
determine who is to be sampled, how large should be the needed sample and
how sampling unit is to be selected.
Population
In my research, I have defined my population as a complete set of customers of
Sagar City.
Sample Survey
As compared to census study, a sample study has been conducted by us
because of:
 Wide range of population, it was impossible to cover the whole
population
 Time and money constraints.
Sample Unit
In this survey I took the list of customers from the dealers of Shirts
Sampling Technique
Sampling technique implies the method of choosing the sample items, the two
methods of selecting sample are:
 Probability method.
 Non-probability method.
“Probability method” is those in which every item of the universe has an equal
chance of the inclusion in the sample. “Non-probability methods” are those that
do not provide every item in the universe with known cause of being included
in the sampl
 MARKET ANALYSIS
OVER VIEW
 Company’s name Raymond signifies the quality image high standard and
quality product.
 Loyalty from customers is also the major strength for the company.

 Employees are also loyal due to the decentralized culture of company.

 People trust on products due to the proper health and safety measures.

 Company always adapts the new technology.

 There is not much margins for retailers to prefer it’s sales.

 The distribution cost is high as compared to the competition in the local

market.

 Company mostly advertises suitings, advertisement is not so better.

 Post-2005 challenges, a huge opportunity that needs to be capitalised. Global

Trade is expected to be triple from the current USD 305 Bn to USD 856 Bn.
 The company needs to increase focus on product development like new
specialized fabric like Smart Fabrics, Specialized treatments etc..
 Almost all the major players in the industry are competing with each other not
only on the basis of lower prices but also on better quality..
BRANDS
1. PETER ENGLAND
2. PAR AVENU
3. RAYMOND
4. ZODIC
5. APPLE PLUS
6. WILLS
 CONSUMER GROUPS
CONSUMER BEHAVIOUR
 Taste and Preferences
 Price
 Quality

I used to buy any clothing material based on my taste and preferences. My taste and
preferences mainly depend on two factors which are price and quality. Most of the Indian
consumers are price conscious so whatever the product the marketer introduced into the
market, he has to keep in the mind the affordability factor. If you consider me as an example
I usually preferred to buy any branded cloth whenever there is a discount or an offer. Apart
from price I always see the quality of the cloth such as durability of the cloth.

COLOUR OF THE CLOTHING WEAR-PERSONALITY TRAITS

Ian Robinson has made a classification of personality traits based on the clothing color he
mostly wears.
Blue: Self centered square minded and flexible persons and in whose presence others feel
safe and comfortable
Yellow: Happy persons, with positive attitude and are the ones who starts new ideas and
projects.
Green: Loving persons, who cares about others feelings, positive and charismatic persons,
likes projects and constant personal development.
Red: Emotional and also passionate, like’s ideas and loves new feelings and are very secure
people.
Black: Sober persons, likes to be in their world and takes things with a very analytical mind.
Brown: Nature caring people, their feelings are guided toward protection and making others
feel secure.
Pink: Sign of a good self-stem and often are people who likes to share and making others
feel comfortable.
 PRODUCT PROFILE

PETER ENGLAND
In year 1889 under the name of Peter England, the Modest Factory was built in
Londonderry, Ireland and comes with the hall mark “HONESTY
IMPRESSIVE” for all products to boasts the selling of the internationally
styled garments and offering value for money to its customer.
It was also awarded as Honest-to-goodness prices for supplying the British
troops khaki uniform for the highest quality. In year 1997, Aditya Birla Group
brought Peter England to India and a major milestone to embark up. It was
launched as a ‘HONEST’ shirt to astounding success by providing an Indian
male a decent shirt who wants to look good by paying a little and now in India,
it becomes the fastest selling ready made shirts brand. And also from the last
few years, the brand becomes a full fledged wardrobe solution by extended its
range to Trousers, Casuals & Suits.
It also offering three distinct quality clothing as a name Peter England, Peter
England Elements & Peter England Elite. It was one of the earliest brands
offering office wear and now offering a complete range from everyday to
special day and in future it also wishes to enter in new geographical area in
other part of the world to create consumer experience of unique and relevant.
Peter England Menswear Brands Division

Peter England, the largest selling shirt brand in the

country boasts of an impressive portfolio of
internationally styled garments offering value for
money to its customers, which is the hallmark of all
Peter England products.

More than a century ago, a modest factory was built in Londonderry, Ireland to
make gentlemen’s attire under the name Peter England. The year was 1889. A
war frenzy was sweeping across Britain as they prepared for what came to be
known as the Boer War.

One challenge the army faced was the lack of war uniforms for their troops.
Peter England was awarded the colossal task of supplying the British troops
khaki uniforms with the highest quality at honest-to-goodness prices. The rest
as they say is history.
More than a century later, Peter England was all set to embark up on yet
another major milestone. The year was 1997. A new India was emerging. An
India of growth and opportunity.

Aditya Birla Group, a US $29.2 billion Fortune 500 company brought Peter
England to India. The values of an emerging country struck a fine chord with
Peter England. And it well reflected in what Peter
England offered. 

Peter England launched in India with the ‘honest’

shirt to astounding success. International style
coupled with great value found instant acceptance
with a large segment of the Indian male population
who wanted to look good at work without paying
heavily for it.

With this launch campaign, Peter England went on to become the fastest selling
ready-made shirt brand in India. Millions of adorning middle-class Indian
males not only took pride in wearing the shirt but also developed an emotional
connect with the brand.

Over the next few years the brand extended its range to become a full-fledged
wardrobe brand with trousers, casuals and suits. A leading men’s wear brand in
the country, Peter England offers quality clothing to the discerning male under
three distinct offerings viz. Peter England, Peter England Elements and Peter
England Elite.

Peter England forms an integral part in the young corporate executive’s

wardrobe, wishing to make a positive impression at his workplace. He
experiences Peter England as one of the first brands in office-wear and often
has memories that last a long time. The Peter England product portfolio
comprises of a wide array of shirts, trousers, suits and acessories, offering a
complete range from everyday to special.

Peter England Elements caters to the casual side of this smart Indian male. The
merchandise offering spans from ‘Relaxed Office-wear’ to ‘Weekend Casuals’.
The portfolio is completed through t-shirts, jackets, denims, cargos, sweaters
etc.

Thanks to the strong equity the brand enjoyed

in the office wear space Peter England was well
poised to stretch its offerings into this higher
price segment. Peter England Elite was
launched in 2007 marking the brand’s foray
into the quasi premium segment.

The future is bigger and better. With entrance

in new product categories and consumer segments, a growing distribution
network and a retail expansion drive, Peter England is all set to surge new
heights.
Peter England also wishes to enter new geographies in other parts of the world
and create a consumer experience that is relevant and unique.
 MARKETING STRATEGY
Product Offering

Peter England is considered as one of the world’s preferred clothing brand

and designer of apparels for men and women. Peter England is renowned and

known not only for their fashion cosmetic, but is also because of the quality,

designed durability, and funkiness of the clothes they offer. The main goal of this

company is to provide unique and innovative designs of clothes and apparels for

different types of people: men, women, teenagers and children, in different

countries all over the world. PETER ENGLANDhas been known because of its

strategic methods of providing clothing designs exclusively for each country’s

preferences and needs.

The main objective of PETER ENGLANDare geared towards producing fashionable

and affordable products such as:

1) Clothing garments

a.) basics

b.) nightwear

c.) underwear

2) Cosmetics

3) Accessories

a) Bags

b) Necklaces

c) Earrings

d) Headwear, etc.

Positioning
 In order for the company its products to be made known to the market place;

the products will be distributed to its consumers. The main market of PETER

ENGLANDis the fashionable sector of the market, which still focuses on the quality

and affordability of the products they choose. Venturing with distinguished

distributor of apparels, cosmetics and clothes will help in the expansion of PETER

ENGLANDinternationally, thus with its expansion in the Philippines. PETER

ENGLANDwill provide what the consumers want and prefer. The products that

PETER ENGLANDprovides is directed at the interests of the consumers and what

will bring them comfort and satisfaction. There is a constant goal to produce and

sell products which satisfies the consumer wants demands, and needs.

Competition

Current competition includes the following:

 Zodic - known for providing jeans, khakis, and T-shirts. The firm,

which operates about 3,150 stores worldwide, built its iconic casual

brand on basics for men, women, children and urban Chic.

 Raymond - British clothes retailer with stores in over 20 countries and

online operations in some of its markets. Topshop's sales primarily

come from women's clothing and fashion accessories. It is part of

the Arcadia Group.

 Wills - one of the largest international fashion companies. It belongs

to Inditex, one of the world’s largest distribution groups. It provides

apparel for men,women and kids.

 Apple Plus – branched by Gap, it offers products for women, men,

girls, boys, babies and toddlers.

 ANALYSIS AND INTERPRETATION OF DATA
QUESTIONNAIRE

Q.1 Do you have knowledge about these product ?

Q.2 Are you satisfied with these product

Q.3 From where do you have got knowledge about this product
Q.4 Which product you like most
Q.5 Do you like the quality of this product
CONCLUSION AND SUGGESTION

Financial statement analysis focuses on one or more elements of a company’s

financial condition or operating results. Researcher emphasizes five areas of
inquiry, with varying degrees of importance.
 Short-Term Liquidity. Ability to meet short-term obligations.
 Cash Flow Analysis. Future availability and disposition of cash.
 Return on Invested Capital. Ability to provide financial rewards sufficient to
attract and retain financing.
 Asset utilization. Asset intensity in generating revenues to reach a sufficient
profitability level.
 Operating performance and Profitability. Success at minimizing revenues and
minimizing expenses from operating activities over the long run.

BIBLIOGRAPHY

 Trevor D'Souza, July 14th Monday, 2003. “Pakistan textile industry: a brief review.”
The NEWS.
 Sofie Vander Meulen. 2003. “Determinants of financial statements.”
 Leslie Rogers, 1997, “Go with the flow: Using Ratios to analyze cash flow data.”
The National Public Accountant.
 Barne, 1986. “The statistical validity of the ratio method in financial analysis: an
empirical examination: a comment", Journal of Business Finance and Accounting.
Pg.13-14, 627-635.
 Salmi, Vitanen, and Olli, 1990, “On the classification of financial ratios. A factor
and transformation analysis of accrual, cash flow, and market-based ratios.” Acta
Wasaensia, no 25.

QUESTIONNAIRE
Q.1 Do you have knowledge about these product ?

(a) Yes (b) No.

Q.2 Are you satisfied with these product

(a) Yes (b) No.

Q.3 From where do you have got knowledge about this product

(a) Print Media (b) Electronic Media (c) Media

Q.4 Which product you like most

(a) PETER ENGLAND (b) APPLE PLUS (c) PARK AVENAU

(d) RAYMONDS

Q.5 Do you like the quality of this product

Q.6 What is the reason becuase of which you prefer this product

(a) Quality (b) Price (c) Product

Q. 7 Any Suggestions: