Sales Process: -

The General Manager (Sales) heads the sales function of the organization.
Indian market is normally divided into four zones and the zonal sales manager who is
designated as Senior Sales manager ahs many territories. Each territory is looked after
by a area sales manger (ASM). The area Sales Manager is posted in a city in the territory
that looks after the sales in his respective territory. Each of four has a Sales Officer. The
sales officers are posted at the mill and their basic function is to co-ordinate between
ASM who is on the field and the mill.

The Sales Officer is an important link as he ensures smooth operation of the

sales person at the field. The company operates through Sales Representatives for each
territory, there is Sales Representatives appointed by the company. This Sales
Representatives assists the ASM in catering to the market needs. The function include
market development by making new customers, order booking, collection of payments, coordination on mills behalf on local publicity, gift items to retailers, etc. The financial liability
rests with the Sales Representatives, this essentially means that in case of default in
payment by a customer, the Sales Representatives will have to bear this bad debt and his
account with the company is debited. The noteworthy characteristics of such a system are
that the company remains safe from defaults.

The company follows the system of order booking and delivery of these
orders to the customers by the desired date through transport or courier service depending
on the urgency of order. Order booking is done in two ways:
1.) Seasons booking (Winter and Summer Booking)
2.) Intermediate Visits and booking and mid season book.

Sales Promotion:DIGJAM gives sales promotion in two types in which lot of dealers scheme
and consumer scheme are included. In both types they give discount coupon (about 15%
discount) of frequent year and all the discount coupons are included in lucky draw and trip
is given to lucky draw winner. Such activity is done for both winter and summer Carnival.
They also give award for top five dealers, top five retailers and top five showrooms.
Major Sales Promotion tools for SIGJAM are as follows:
For Consumer:
1) Samples
2) Coupons
3) Premium
4) Prizes
5) Discounts
For Traders:
1) Price Off
2) Allowance
For Business:
1) Trade shows
2) Fashion Shows
3) Specialty adds.

DIGJAM is also sending Punchang and Calendar to their dealers to know

when marriage and other occasion period comes, when there will be more demand for
that functions, so that dealer can make stock for it and sale at right time.

Branding & Packaging: Branding:

Branding is the art and cornerstone of marketing. Perhaps the most

distinctive skills of professional marketer is the ability to create, maintain and protect brand.
A brand is a name or trademark connected with a product or producer. Brands have
become increasingly important components of culture and the economy, now being
described as "cultural accessories and personal philosophies". A product identity, or brand
image are typically the attributes one associates with a brand, how the brand owner wants
the consumer to perceive the brand - and by extension the branded company,
organization, product or service.
A brand is a complex symbol that can convey up to 6 level of meaning:
Attributes
Benefits
Values
Culture
Personality
User
In DIGJAM the branding on the cloth a big label is stick which is known as
Selvedge or Monogram. It contains:
Name of the company is written.
Details of the product i.e. of which fabric the cloth has been made whether it should be
washed or dry cleaned etc. It includes all the information.

Packaging:

Packaging is the science, art and technology of enclosing or protecting

products for distribution, storage, sale, and use. Packaging also refers to the process of
design, evaluation, and production of packages. Packaging contains, protects, preserves,
transports, informs, and sells. DIGJAM define packaging as all the activities of designing
and producing the container for the product. The container called as a package and it is
growing use as a marketing tool:
Self Service
Consumer affluence
Company and Brand Image
Innovation Opportunity
In DIGJAM the packaging of the final products depends on the requirement of
the customer. In case of export the fabric is being packed in the form of role with a plastic
cover with a proper tag. In case of container load the material is being pack and loaded in
the container with the proper fumigation. In case of local market it is being packed in boxes
and balers. In case of finished products the product is being packed in different manner
that is according to its price range. They have velvet bag, leather bag, plastic bag etc.

Price Decision: In general terms price is a component of an exchange or transaction that

takes place between two parties and refers to what must be given up by one party (i.e.,
buyer) in order to obtain something offered by another party (i.e., seller). In simple termsthe amount of money charged for the product or a service or some of values that consumer
exchanges for the benefits of having or using the product or services.

Pricing is a strategic element in marketing mix. A product cannot enter in the

market without a price tag. Pricing policies and strategies are guidelines and framework

within which management of a company administrates prices so as to match them with the
market needs. Price policies are general guidelines to make future decision.

In DIGJAM prices are selected on the basis of cost, market and competitors.
They select price range in the conference, which is held twice in a year. In June and
December DIGJAM has different range of products available in the market from the price
range of Rs.217 to Rs.5580 per meter.

New Product Development:

For the development of any unit and for achieving continuous growth in the
market, a systematic planning for the development of new product and new idea
generation as well as idea screening is must.

In DIGJAM Company create new product development from the following

point of view:
1.) Designer book
2.) Websites
3.) According to the Customer Requirement and Choice dealers.