Case study

–
Quality by design, not
by default
Presented by:
• Atharva Deshpande
• Rahul Shukla
• Ritika Gupta
• Shweta Parashar
• Sumit Kumari
• Ayappa Ganesh Shetty
 MMM - one of the Largest Apparel Manufacturer
having huge client base in the industry

Case • Internal – Quality Measure

• External – PR and shareholder management
Study
Summary • Emphasis on Quality Culture
• Well Crafted ad campaign to handle PR and
stakeholder issue

• Loosing Client to competitors

• Customer and stakeholder were dissatisfied
 Problem
Statements

The Annual General

Large Order was Body meeting was
rejected by Marks just around the
& Spencer corner

Press got a whiff Shareholder &

of the issue and Customer
ran a negative extremely dis-
story satisfied
 Quality Culture

Leadership Through
Quality

Analysis and
discussion M M M ’s Quality
Policy
 Managers and
employees of the
company are
quality friendly
and consistently
work towards
Rs. 2000 Crore quality goals. Quality Culture at
group expanding all group
into other textile companies and at
businesses such all the levels of
as Denim the hierarchy
Fabrics.

MMM Philosophy- Employees are

Identifying the game
plan and then encouraged to
proceeding, so each make
improvement links to decisions.
an overall change.
Values are
shared and
enthusiastically
embraced.
 01. MMM is certified with ISO 9002 system to
improve the commitment of employees, Improved
traceability in case of problems, and have a disciplined
approach to manufacturing and marketing.
Quality

02. MMM also focuses on environmental

concerns like the level of permissible
effluents and dust and noise levels
quality

03. MMM lays special emphasis on Leadership

its factory and office environment,
besides product quality. Through Quality

04. Efforts to participate in Ramakrishna

Bajaj National Quality Competition to
imbibe quality culture in the organisation.

05. In-house CSI Index, Supplier

Quality Initiatives.
M M M ’s Quality
Policy
•“Quality is the way of Life at MMM”
• Develop an information system to receive regular
feedback.
• To become a world-class group.
• Upgrading manufacturing facilities to achieve
improved quality.
• PR & Quality Campaigns to promote Quality
Culture and improve profitability.
• Adoption of Six Sigma Practice and improve
Customer Satisfaction Index.
• “ Push to be ever more perfect, while being willing
to accept and manage occasional setbacks ”
 Quality Campaign

Series of 5 advertisements

Focuses on quality culture, right attitude

and environment consciousness

Theme “MMM Apparels Group

Redefining the Fundamentals”
 Quality as
Culture

Right attitude
helps in Delivering the
achieving promise
quality
5 Phase
Ad

Environment Human
Consciousness Relationship
 10-page pullout as Quality Supplement in MMM’s journal

Pocket quality policy folder- Guide and reference item for

employees

Approach
Gift items and reminder pieces

Pocket telephone index

Four-sided plastic pen stand

 Existing steps taken

Setting a benchmark such Employee run systems

as ISO 9002 and instead of system run
competition. employees.

Transparency and
Well structured quality
deliverance to
plan
stakeholders.
 Additional Steps
More focus on getting
customer insights rather
than employee focus

Address the issue at hand

first

More focus on quality

activities than PR
activities.

Craft a short term and

long-term plan
Phase 2 of
Marketing
Campaign

Emphasize on Information Systems

Plan an email campaign
Use social media
Rewarding loyal clients
Hosting an event ( fashion shows )
Emotional Storytelling