Академический Документы
Профессиональный Документы
Культура Документы
SALEM
NAME:
DEPT:
YEAR:
TITLE:
NIVEDHA. M
B.TECH / FASHION TECHNOLOGY
FINAL YEAR
THE STUDY OF MARKETING & MERCHANDISING
ACKNOWLEDGEMENT
I would like to acknowledge the following on the threshold of my achievement
of successful completion of the technical report during my Two Months training
at SHAHI EXPORT PRIVATE LIMITED. First and foremost I express my deep
gratitude to this renowned institute SONA COLLEGE OF TECHNOLOGY,
SALEM which provides me an opportunity and platform for fulfilling my
dreams and desires to reach my goals.
I sincerely express my gratitude to Ms.BanuPriyaVerma (HR), who permitted
me to carry out this training successfully in this company. I would also like to
express my sincere gratitude to Mrs. Sri Vidhya&Mrs.Nagashree (HR) for their
support and help at each stage of the program.
I am very much thankful to Mr.RavindranathTagore (Divisional Merchandising
Manager) and Ms.KayalVizhiK P(Executive Merchandiser) for their constant
motivation and proper guidance which helped me a lot in Completion of this
technical report.
I wish to express my sincere thanks to all the staff members
Regards,
NIVEDHA. M
COMPANY PROFILE:
SPECIALIZATION:
Woven - It covers mens & boys shirts, Casuals mens shirts,Formals, ladies &
girls dress.
Knits - The product range covers Polo T- shirts, crew neckT-shirts, J
ackets,
sportswear, and sleep wear, etc.
SITUATED AT: Industrial Plot #1, Sector 28,
Faridabad 121008, Haryana, India
WOVENS:
Belandur Gate, SarjapurMainRoad,
Bangalore 560034, Karnataka.
KNITS:
No 37 / 1B, ArekereVillage,
BannerghataMain Road, Bangalore 560076, Karnataka.
OVERVIEW OF THE COMPANY
SHAHI EXPORT PRIVATE LIMITED, one of the most renowned names in the
world of garment industry, speaks of its tremendous success and expansion over 5
0
times within 30 years of its establishment, being established in the year 1974,
in
Delhi.
It is expended by 60 times 38 years with annual turnover of 1250 crore and aroun
d
42000 employees spread over 27 locations, it has manufacturing units i
n six
different states of India via,Delhi, Haryana, Uttar Pradesh,Tamil Nadu, Karnatak
a
and Andhra Pradesh which became largest manufacturer/exporter of readyto
wear garments.
Mrs. SARLA AHUJA
Mr. HA
RISH AHUJA
(Founder)
(Managing Director)
Mr Harish Ahuja, is the pioneer of Shahi Exports Private Limited,
Manufacturerand Exporter of ready towear garments in India.
Imbibing with the best technologies of the day Shahi is an ISO 9000
certified
factory while the knits unit works in compliance with SA8000: 2001. Having an
open mind to cope with the business needs, it has implemented differe
nt
workshops for productivity improvement like 5S, Kaizen, Single Piece Flow & 6
Sigma Policy, 10 Commandments, GSD and has created its own place in this everdemanding market.
With its strict commitment to shipment date and production of supreme qu
ality
goods it is having strategic alliance with leading processing houses in yarn as
well
as fabric dyeing/finishing thereby getting consistency in quality, commitment in
delivery & the best price.
An organized work culture with dedicated, well experienced team of technicians t
o
handle various kinds of fabrics with short lead times has created a good working
environment that has added to the many benefits of the company.
The factory has a production capacity of 2.5 million pieces per month.
The manufacturing activities at Bangalore were started in the year 1989 and the
Knit Division started during 2001.
There are different strategic business units in Shahi exports which are as follo
ws:
LDD Ladies Dress Division
MNB Mens and Boys division
DRS- Dress division
HFD- Home Furnishing Divis
ion
LSD- Ladies Specialty Division
LFD - Ladies Fashion Division
There are various units in Bangalore handling woven garments and knitt
ed
garments
Unit No.12 belongs to Knit Division and Unit no.7 belongs to Women Division.
All the activities of Women Division in Bangalore, Corporate HR of women and
Organisation Development-Corporate HR of Knits at Bangalore and Tirupur are
coordinated from the main office Unit-7 at Belandur Gate, Sarjapur Mai
n
Road,Bangalore-5600102.
SHAHI extended its operations in Bangalore by 1st J uly 1988 with 250 associates
and 104 machines whereas the functioning of Knit Division as a separate entity o
n
23rd august 2001.
VISION:
Always no. 1 in the knitted garment business
Our goals for the near future:
Creating a visual factory
100% shipment on time without over time
Reach PCMM LEVEL III
To be a trend setter in the Apparel Industry
To win Deming Award
QUALITY POLICY:
We Strive to Delight Customers through Lean Manufacturing Systems with
Respect for Human Values
QUALITY OBJECTIVES:
Aim: To attain high score on customer delight index by understanding customers
value expectations and striving to achieve the same.
To achieve zero claims and reduction in customer complaints by 95%.
To achieve on time delivery and reducing internal failures by 2%.
To work towards continual improvement of processes and reduction
in throughput time by 10% and waste reduction by 15%
To become preferred employer by scoring high on Associate
DelightIndex.
CORPORATE VALUES:
Incorporate high quality into all products
Integrity & Team Work
Customer Driven
Continual improvement & learning
SHAHI emphasizes on some guiding principles, which are indicative of the values
it believes in and would like to continue in the organisation, these are the bui
lding
blocks for the organisation cultures:
The company believes in
(1) High level of Honesty and Sense of Responsibility.
(2) Two way communication channel for all purposes.
(3) In sharing the fruit of growth and prosperity with its partners (employees)
(4)
The
(1)
(2)
The company firmly believes that team spirit is the Hallmark of Success
Quality Objectives of the company
To achieve 100% delivery on time.
To reduce cost of manufacturing by 10%.
CUSTOMER BASE:
Shahi Exports Pvt Ltd, has customers who are the leading shopping chains, with
head officers at Europe and USA, where as their retails outlets are spread over
the
world .The uniqueness with versatility and competitive prices are the demanding
factors.
Depending on the needs of the customer, the market is segmented as Premium
Wear, Fashion Business and Mass Retailing.Approximately 10 to 15 % is targeted
for Premium Wears, 40 to 50 % for Fashion Business and remaining for Mass
Retailing each manager in marketing department is allotted a combination of thes
e
OUT
SOURCING GARMENT
FORM
FINISHING &
FGW
QA / QC
BATCH
PRODUCTION
OUT
SOURCING PANEL
FORM
MERCHANDI
SING
SOURCING
CUTTING
C
U
S
T
O
M
E
R
PP&C (
includes
R&Dand
IED)
INVENTORY
Given by PP&C
Plan &Bulletin to
respective departments
PP&C Bulletin
Customer Standards,
BOM
PO
Garments
BOM
PP&C Bulletin
Capacity, Customer requiremants
Customer
Specifications
Customer
Standards
PP&C Bulletin
Men, Movex,
mails
Men, Movex, mails
Men, Movex,
mails, Equipmens
cut panels
Given by PP&C
Men, Movex,
mails, machines,
Equipmens
Men, Movex,
mails, machines,
Equipmens
Men, Movex,
mails,Equipmen
Product
Men, Movex,
mails, Equipmens
P
r
o
d
u
ct
MAILING POLICIES:
Legal Requirements:
Forwarding Mails containing libelous, offensive,defamatory or
obscene remarks is strictly prohibited.
Unsolicited mails needs to be avoided.
Disclaimer Policy.
Forging or attempting to forge is not allowed.
Do not use another persons name while sending mailwithout his/her
prior permission.
Security Policy:
Personal belongings
Personal Vehicle
5S PRINCIPLES:
Improvement approaches demands on just-in-time production, total productive
maintenance, total quality management to maintain the high performance,
output their customers demand. These steps begin with the 5S System for work
place organization & standardization.
The 5S System consists of 5 activities with names that begin with S:
Sort involves sorting through the contents of the area & removing unnecessary
items.
Set in Order involves arranging necessary items for easy & efficient access &
keeping them that way.
Shine involves cleaning everything, keeping it clean, & using cleaning as a way
to ensure that your area & equipment is maintained as it should be.
Standardize involves creating guidelines for keeping the area organized,
orderly, & clean, & making the standards visual & obvious.
Sustain involves education & communication to ensure that everyone is aware
& follows the 5S standards.
5S SYSTEM:
5S
SYSTEM
Equipment
Maintainence
Safety
WorkEfficiency
Production
Quality
Inventory
Level
Quality
SIX SIGMA:
Six sigma is a business management strategy, originally developed by Motorola
that today enjoys wide spread application in many sectors of industry.
Six sigma seeks to identify and remove the causes of defects and err
ors in
manufacturing and / or service delivery and business processes. It uses a set of
management methods, including statistical methods, and creates a dedicat
ed
infrastructure of people within the organization who are experts in th
ese
methods. Six sigma aims to deliver Breakthrough Performance Improvement
from current levels in business and customer relevant operational and
performance measures.
Business or operational measures are elements like:
Customer satisfaction Rating Score
Time taken to respond to customer queries or complaints
% Defect rate in manufacturing
Cost of executing a business process transaction
Yield ( Productivity) of service operations or production
Inventory turns (or) days of inventory carried
Billing and cash collection lead time
Equipment efficiency ( Downtime, time taken to fix etc.,)
market demand.
ii. Over processing
Market is the place where the products are exchanged for money.
Good quality produce at accepted price get the place in the market good quality
product which catch the wide market area.
Increase in the demand of the product; increase the sales of the product.
Competition also affects the sales of the product.
In order to capture the market we have to produce the product in such a manner
it should satisfy the customer needs.
It is necessary to make the product get attracted by the customer t
hrough
advertisement at right time.
Scope and Functions of Apparel Industry:
Role of merchandiser:
Keep monitoring the market environment
Be able to analyse the target market
Should be able to do product development
Should be able to do costing
Should be able to source manufacturers
Should be able to manage inventory
Should be able to interface with production and sales departments.
Roleof
merchandiser
Product&
market
knowledge
Product
development&
costing
Production
authorization,
execution&control
Interfacewithsales
Sourcing
Interfacewith
manufacturer&
qualitymonitoring
Resourceplanning&
materials
management
Planning&
control
Principle of Merchandising:
The Principle of merchandising includes two categories such as:
Estimating demand
Product development
Estimating demand:
It includes the study of target market through surveys. Information about age, s
ex,
life style, occupation, disposable income, personal choice, etc. is collected.
Product development:
It involves the process of Idea formulation, Screening, Business analys
is,
Development of a prototype, Test Marketing and finally Commercialization.
Qualities of a buyer:
Independent Thinking
Creativity
Sensitiveness
Confident
Flexibility
Leader & Team Builder
Good Communicator
Dedicated Worker
Disciplined Worker
Types of Merchandising:
Fashion Merchandising
Buyer Merchandising
Vendor / Wholesale Merchandising
Retail Merchandising
Visual Merchandising
Buyer Merchandising:
It involves the process of co-ordinating with buyers and interface with the desi
gn
and production departments. Activities range from product development, getting
approval, sourcing of material and order execution of a confirmed order.
Functions of Buyer Merchandising:
Communicate with Buyer regarding orders
Develop Samples / Counter samples as per requirement
Quote cost / price
Get sample approvals regarding fabrics/fittings/shade/trim/,etc
Prepare schedule for order execution
Source Fabric/ Trim/ Accessories etc
Production Interface
Perform Lab tests and Quality checks
Documentation
Dispatch and delivery
Merchandising Functions:
Buying:
Determining needs
Finding a seller or seeking out source of supply
ORGANISATIONAL STRUCTURE:
SHAHI EXPORTS
TOMMY HILFIGER USA
CHIEF EXECUTIVE OFFICER
VICE PRESIDENT
DIVISION MERCHANISING MANAGER
SENIOR EXECUTIVE
EXECUTIVE
Merchandising
Sampling
Bulk
SAMPLING:
Development:Initially the buyer gives the tech pack, and need to devel
op the
same sample with their requirement and their needs.
R&D : When the requirement is given, first it should be checked for the feasibil
ity
to run the production.
At first, the proto sample must be developed on that particular style. It should
be
developed with the costing for that particular sample.
Once the costing is approved for the developed sample, the merchant receives the
receipt of order for the particular sample.
Then the FIT Sample should be developed to send to the buyer. The size of the fi
t
sample is MEDIUM (M).
When the fit sample satisfies the buyer, PP (Pre-Production) Sample should be
made with actual fabric, trims, style, etc. the size is of MEDIUM(M).
Three
samples should be sent.
Then the file release for the Bulk takes place.
BULK:
Once turning to the bulk production, the Size Set sample should be sent to the
buyer from XS to XXL each with two pieces.
Bulk cutting is done on the PCD (Planned Cutting Date).PCD is made after 15
days from the date of file release.
Then the Bulk Production starts.
TOP (Top of Production) sample is sent to the buyer, it is the resemblance of th
e
bulk production.
When the bulk lot runs, GPT (Garment Package Testing) is done.
Types of Samples Sent To The Buyer:
Proto Sample:
To know the feasibility of the style and to have a look on that pa
rticular
style.Should be made with Medium (M) size.
Requirement: Actual fabric in actual color and the trims optional that is Button
s,
Labels, zippers that are available.
Fit Sample:
To know the fit of the garment in dress form or in model.Should be made with
Medium (M) size.
Requirement: actual quality of the fabric with the correct GSM. The color of the
fabric and the trims can be used of available.
PP Sample:
To know the final look of the sample and to ensure the correct fabric and trims
were used.Should be made with Medium (M) size.
Requirement: Actual fabric, Actual GSM, Actual color, Actual trims. It excludes
the packing materials.
Size-Set Samples:
To know the fit of the samples in each size. Two pieces of each size should be s
ent
to the buyer for approving.
Requirement: Actual fabric, Actual GSM, Actual color, Actual trims. It excludes
the packing materials.
TOP Sample:
It is made to know the output of the bulk. TOP means the first sample coming out
the bulk production.
Requirement: Actual fabric, Actual GSM, Actual color, Actual trims, Act
ual
packing materials.
MERCHANDISER ROLE WITH SOURCING:
Fabric requirement:
Lab dip: To develop this lab dip, color standard should be given to the sourcin
g
team, they make a fabric swatch of different color ratios.Initially th
ey make
around four different ratios. These color ratios were sent to the buying house f
or
getting approval on the particular shade. Once the shade gets approved
over
particular ratio, bulk roll should be made on that same shade and it
should be
checked with the merchant for the approval. When it get approved by
the
merchant, the bulk fabric is In-housed for the production.
MERCHANDISER ROLE WITH THE PRODUCTION:
With all approvals the file should be released for the production department. Th
e
file contains the following details:
OCM Chart (Order Clarity Meeting Chart)
Buyer PO sheet
Style analysis report
Tech pack
PP comments
Trim card sheet
Consumption chart or Marker sheet.
1. OCM chart is the Order Clarity Meeting chart, which has the size break down
of the particular style with different combos.
2. PO is the Purchase Order sheet, it is given by the buyer to the merchant. It
includes all the information about the order quantity like Style Numbe
r, Style
Code, PO Number, Combo Name, Delivery Date. It also has the details whether
the quantity is lose pack or Ratio Pack.
3. Style/Risk Analysis Report:
Development sample review callouts and suggestions given to buyer.
Rejection cause is advised to the Merchandiser.
4. Tech Pack:The sheet describes the garment style, what are fabrics used over
different components, the trims and their colors that is required, etc. for diff
erent
combos the tech pack will be same.
5. PP Comments: As per the PP sample the buyer gives suggestion to start the
Bulk Production, its get updated by after reviewing the sample
6. Trim card sheet:The sheet contains the samples of all trims such a
s Main
Label, Size Label, Time Label, Washcare Label, Security Tag or Miscellaneous,
Buttons, Tapes, etc. and the swatches of the fabric that isused.
7. Consumption chart:This chart contains the total consumption of fabrics and
the trims that used. It also consists of the marker consumption sheet to check t
he
efficiency.
SA REQUEST:
SA- Shipment Authorization Number is requested to Buyer for Shipment of goods.
The request should be given 15 days prior to the delivery date. The authorizatio
n
number differs over country to country. Generally Tommy Hilfiger deals
with
USA (OUT), Canada (CAN). The PVH company division changes for country by,
for USA (RT - TO), CAN (RT - TC), REC (RT - TX).
SOFTWARE DETAILS:
Normally SHAHI deals with two softwares namely CRM and M3. M3 is Make,
Move, and Maintain. CRM is used for making indent to the sample.
Once the request comes from the buyer, we do the sample according to that. For
this we need to give request to the sampling team by request form through On-lin
e.
For the sample we can make around 7 samples according to the require
ment.
While making the indent we get a Sample Request Number, then the requirement
should be finished with different aspects in the request form.
After this request a hard copy is given to the sampling team with the swatches o
f
fabric that we need to used and the trims that require for making sample.
COSTING:
Costing starts over with the initial cutting process. A certain percen
tage is
allocated for all the processes like Yarn Cost, Knitting, Compacting, Dyeing, et
c.
Sequins Department:
For a certain style garment, sequins work is to be done as a decorative factor.
It
can be done either by manual or machine sequins. For manual sequins they allow
only the experienced person to do that.
From the sampling team the
garment
comes to the sequins department. They use the needle named RE, which is bent at
the tip to take the thread and make the sequins over the garment. By doing this
work, they make a time study and fixes a target for a particular worker. A water
soluble substance is used to make a design in the garment and the worker arrange
s
the sequins according to that.
Printing Department:
Printing has two types, Manual and Automatic. Printing is done by 100% screen
technology. When a style is given to the printing team, they first develop a scr
een
which is known as Screen Making. After this the Screen Exposing is done, it is o
f
PhotoEmbellishment Coating. Then the process goes on with Screen Dyeing. The
next one is Color Making. Now it is ready to print on the sample and it is sent
to
the respective Merchandiser.
While exposing, different screens were used to make different colours. The films
were used to make the design. To expose the design Photo Coating is done. The
screen is generally made by Polyester Mesh or Nylon Mesh. Generally one screen
costs around Rs. 100. The Rib fabric is very difficult to print.
Production Department:
Here they use the Bundle System for carrying the components. According to the
combo ratio, the bundles were issued. There is a sequence of operation done in
making a Polo T-shirt of Tommy Hilfiger Brand.
Piping attached over the collar
Rib attach
Label placement(heat transfer placement is used for placing the label)
Sleeve rib attach
V Patch attach(Tri Label)
Trimming over Balance
Placket attachment by Laser Method
Placket Finishing
Finishing Box over the front Placket
Attaching shoulder with the mobilean tape at the back side
Top stitch over the shoulder
Sleeve attach (attaching by balancing the stripes)
Top stitch for sleeve
Collar finishing
Bottom hem
Inspecting
Side seam
Slit preparation & finishing
Label attaching over the side seam like Time Label, Size Label, Security tag.
Button Hole making
Button attaching
Checking
Ironing
Price Tag attaching
Packing
FINISHING:
When all the process was completed in the production the garments were sent to
the finishing department for checking. Here the inspection takes place
and the
CONCLUSION:
Marketing/Merchandising it includes directing and overseeing the development of
product line from start to finish.Shahi Exports Pvt. Ltd, developed itse
lf as a
leading manufacturer of ready to wear garments in India. Finally, Shahi is growi
ng
at good rate and finds out the attracting fashions and designs over the market,
by
that the customers are satisfied with Shahi Exports Pvt. Ltd, and have a positive
attitude towards the organization.