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A Project Report on

MARKETING STRATEGY

of

MONALISA SYNTHETICS (P) LTD


BHILWARA

Submitted to
MAHARSHI DAYANAND SARASWATI UNIVERSITY,AJMER
in partial fulfillment of the requirement for the award of
BACHELOR OF BUSINESS ADMINISTRATION

Submitted By

SALONI PATWARI

Submitted To

RESHMA KHAN
SMT. SUSHILA DEVI MATHUR KANYA MAHAVIDHYALAYA

MAHILA ASHRAM, PATHIK NAGAR, BHILWARA-311001 (Raj.)


DECLARATION

I declare that this project report on Monalisa Synthetics (P) Ltd., Bhilwara an original
and bonafide work carried out by me during 2016-2017 under the supervision of Reshma
Khan , lecturer of Smt. Sushila Devi Mathur Kanya Mahavidhyalaya. This report is
submitted in partial fulfillment of the requirement of Bachelor of Business Administration
of Maharshi Dayanand Saraswati University,Ajmer.

I also declare that no part of this representation has been previously published or submitted
as a project representation for any Degree of Maharshi Dayanand Saraswati
University,Ajmer.

Place: BHILWARA SALONI PATWARI


Date:

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


ACKNOWLEDGEMENT

Project report programmed at the MONALISA SYNTHETICS (P) LTD., BHILWARA has been
truly a memorable and knowledgeable experience.

Firstly of all I would like to thank our Principle Dr. Kirti Singh, and all faculty member of BBA
department, Smt. Sushila Devi Mathur Kaanya Mahavidhyalaya for their guidance and support for the
project work.
I express my gratitude to my guide Reshma Khan for his keen interest and valuable guidance during the
course of this project.

I also thank Mr. Ramesh Kothari and Mr. Goutam Kothari (Directors) of my organizational guide and all
the staff member of MONALISA SYNTHETICS (P) LTD,Bhilwara for providing the required
information and all the respondents without whose co-operation it would not have possible to undertake
this project. It is my duty to thank my beloved parents and friends for being the source of inspiration and
having rendered me all the support that I need.

Place: - Bhilwara SALONI PATWARI


Date: -

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Contents

Chapter Details Page

1 Economic Scenario 1
2 Industry Analysis 9
3 Company Analysis 14
4 Functional Analysis:-
4.1 Production Department 23
4.2 Marketing Department 31
4.3 Finance Department 36
4.4 Human Resource Department 43
4.5 EDP Department 52
4 SWOT Analysis of the company 54
5 Summary of Findings, Conclusion & Suggestions 56
6 Learning Experience 58

Bibliography 60

Annexure 61

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MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.
Chapter I

ECONOMIC SCENARIO

ECONOMIC SCENARIO IN INDIA

Over the last couple of decades, India has established itself as one of the fastest growing economics in the
world. India is also advancing towards the economical growth and improvement in literacy.

In the first five year plan India had attained an average annual growth rate by 3.5 percent and during the
15-16 India economy showed an average growth rate of 7.2 percent, which was 7.9 percent in the 15-16.

During the period from 2015-16 the Indian economy passed through a good time, when almost every
macroeconomics indicators showed good performance. The overall economic growth in this period
declined by 0.2% and the total fiscal deficit became 3.9 percent of the GDP (Gross Domestic Product).

The Government of India adopted various effective programs of structural reforms with an objective to
encourage external trade, industrial policy and exchange rate. The recent years have been another year of
strong growth for the Indian Textile and Clothing Sector. The domestic economy has exhibited robust
growth which is also reflected in the clothing sector where expansions and enhanced manufacturing
activity dominated the scene.

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Chapter 2

INDUSTRY ANALYSIS

The textiles industry in India enjoys a distinctive position due to the pivotal role it plays by way of
contribution to industrial output, employment generation (second largest after agriculture) and export
earnings of the country. The industry is rich and varied, embracing the hand-spun and hand-woven sector
at one end and the capital intensive, sophisticated mill sector at the other. Its association with the ancient
culture and tradition of the country lends it a unique advantage in comparison with textiles industry of
other countries, thus giving it an uncommon edge to cater to a vast variety of products and market
segments both domestically, as well as, globally.

The industry currently contributes about 10 per cent to manfacturing production, 2 per cent to GDP, and
13 per cent to the countrys export earnings, according to the Annual Report 2015-16 of the Ministry of

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Textiles. The industry accounts for nearly 22.7 per cent share of the country's total exports basket. It
provides direct employment about 45 million people.

2.1 Industry sub-sectors

The textile industry comprises the following:

Organized Cotton/Man-Made Fiber Textiles Mill Industry


Man-Made Fiber / Filament Yarn Industry
Wool and Woolen Textiles Industry
Sericulture and Silk Textiles Industry
Handlooms, Handicrafts, the Jute and Jute Textiles Industry
Textiles Exports

2.2 Market size

The Vision Statement for the textiles industry for the 16th Five Year Plan (2007-16) sees India securing
15 per cent share in the global textiles trade by 2016. At current prices, the Indian textiles industry is
valued at US$ 67 billion, 64 per cent of which caters to domestic .

2.3 Technical Textile Segment

The technical textiles segment is expected to grow by 20 per cent per annum till 2016-17 and is likely to
grow at 6-8 per cent per annum till 2020 without any policy interventions. If the government intervenes by
way of regulatory push, the growth of technical textiles industry can be estimated at 12-15 per cent per
annum till 2020, according to Ms. Rashmi Verma, Secretary, and Ms. Smriti Zubin Irani Union Ministry
of Textiles. She added that the technical textiles segment in India has the potential to attract investment
and create additional employment opportunities in coming years. She further said that investments of US$
1587 billion are expected by 2016 and employment is expected to increase to 40 million by 2015-16.

Textile business is one among the largest foreign exchange earners in India and this sector has been
significantly benefitted from the termination of Multi-Fiber Arrangement in the year 2016. Out of the total

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exports in India, 17% is contributed by the textile industry in India and this industry account for 14% of its
industrial production.

More than 35 million people are employed in this sector. When it comes to Indias exports, carpets and
readymade garments offer larger contributions.

2.4 Textile industry in India

2.4 (a) History

The history of textile is almost as old as that of human civilization and as time moves on the history of
textile has further enriched itself. In the 6th and 7th century BC, the oldest recorded indication of using
fiber comes with the invention of flax and wool fabric at the excavation of Swiss lake inhabitants. In India
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the culture of silk was introduced in 400AD, while spinning of cotton traces back to 3000BC. In china, the
discovery and consequent development of sericulture and spin silk methods got initiated at

2650 BC while in Egypt the art of spinning linen and weaving developed in 3400 BC. The discovery of
machines and their widespread application in processing natural fibers was a direct outcome of the
industrial revolution of the 18 th & 19 th centuries. The discoveries of various synthetic fibers like nylon
created a wider market for textile products and gradually led to the invention of new improved sources of
natural fiber. The developed of transportation and communication facilities facilitated the path of
transaction of localized skills and textile art among various countries.

Indian textile enjoys a rich heritage and the origin of textile in India traces back to the Indus valley
Civilization where people used homespun cotton for weaving their clothes. Rigveda, the earliest of the
Veda contains the literacy information about textiles and it refers to weaving. Ramayana and
Mahabharata, the eminent Indian epics depict the existence of wide variety of fabrics in ancient India.
These epics refer both to rich and stylized garment worn by the aristocrats and ordinary simple clothes
worn by the common people. The contemporary Indian Textile not only reflects the splendid past but also
cater to the requirements of the modern times.

There has been a distinct and positive shift from quality to quality to quality. Earlier Indian textile were
considered cheap and of low quality. The industry was at that time driven by large volumes, which were
of paramount importance. The best quality was produced in Europe and Japan. Since then, India has come

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a long way, emerging as a manufacturer of quality yarns and fabrics. The leading mills such as
Raymonds, Read &Taylor, Aravind mills etc, improved their quality standards prevailing into the world.

2.5 Number of Competitors

The competitors for Indian oriented textile industry are:-

Rajasthan
Madhya Pradesh
Gujarat
Maharastra

2.6 Suppliers of Raw Materials in INDIA

Fabrics for textile industry are supplied by: loyal textile mills, PMA Hand Weave Pvt LTD, V.N
Dyers and Processors Pvt. Ltd.
Kints and knitted fabrics are supplied by: Vel textile, Alpha clothing company, Glory House
Apparels, and Daisy Apparel Designers etc.
Colours and chemicals are supplied by: Bhatia colour company, Yoshiaki chemicals company Pvt.
Ltd, Triveni chemicals, Ava Chemical Pvt. Ltd.
Machines are supplied by: Pradeep Industries, Tanishq Enterpries.
Threads, Laces, Yarns and other accessories are supplied by: Narendra Corporation, Viken Tape
Industries, Shivam Narrow Fabrics, Rahil Foam Pvt. Ltd., Anil associates etc.

2.7 Key Success Factors in textile Industries


Some of the key success factors are:-
1. Willingness to Invest and re-invest in the company.
2. Cultural Openness to changes.
3. Focus to excellence and differentiation.
4. Being stable ground.
5. Understanding of the work environment and the Items to be produced and marketed.
6. Having the operational basis.

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7. Well defined target markets.
8. Quality and diversity, Resources to execute changes.
9. Implementing change proactively.
10. Innovation and Technological change.

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Chapter 3

COMPANY PROFILE

3.1 Introduction to MONALISA SYNTHETICS (P) LTD.

MONALISA SYNTHETICS (P) LTD. is a privately owned company of Cloth Manufacturing. Starting
from the modest turn over in 2000. MONALISA SYNTHETICS (P) LTD. is a favored supplier of cloth
in all over India.

3.2 Company Name : MONALISA SYNTHETICS (P) LTD

3.3 Type of Organization : Private Limited Company of Textiles

3.4 Year of Incorporation : 1.12.2000

3.5 Company Profile : Production

3.6 Mission:-

As a textile group we value for our customers, to earn a long term loyalty. To attain this we are here as a
vertically integrated textile group.

3.7 Goals:-

MONALISA SYNTHETICS (P) LTD always strives to achieve greater heights


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Back integration into Processing of knitted fabric with an outsourcing knitting and yarn.
Home textile.

3.8 OBJECTIVE OF COMPANY

The objectives of MONALISA SYNTHETICS (P) LTD are achieved through the implementation and
maintenance of well document system to meet the requirement of buyers standards.

Objectives establish the goals and the aims of business and determine its shape of future event. Objective
are the way of achieving motives for profit or self-service. Objective represents a clear picture of activities

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which are sought to be achieved. Main objectives of MONALISA SYNTHETICS (P) LTD as given
memorandum of association are: -

1. To introduce new products and create new markets.

2. Increasing productivity of work force.

3. Increasing work culture among the employees.

4. Capitalizing on company strengths and use of corporate assets.

5. Increase quality products and services.

6. Continuous innovation.

3.9 Promoters of the Company

Mr. GOUTAM KOTHARI


Mr. MUKESH KOTHARI
Mr. RAMESH KOTHARI

MONALISA SYNTHETICS (P) LTD is privately owned company being managed by promoters. Mr.
RAMESH KOTHARI in 2000 started this company. He hails from a family of entrepreneurs.

3.10 Number of Employees Working

The company has a work force of 320 employees spread across its branches located in Bhilwara-
F-31-32 RIICO Industrial Area.

Classification of Employees

The classification of employees is done according to the following factors:-

Skilled labours : 100


Semi-skilled labours : 50
Unskilled labours : 170

3.11 Size of Land and Building

Plant building has a built up area of five thousand square meter

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Location

Following is the Geographical Location of MONALISA SYNTHETICS (P) Ltd.

State City Industrial Sector


Rajasthan Bhilwara F-31-32 RIICO Industrial Area,Bhilwara 311001 (Raj.)

3.12 Product Produced at MONALISA SYNTHETICS (P) LTD.

Suiting Fabrics
Polyester Fabrics
Cotton Fabrics
Viscose Fabrics

3.13 Suppliers of Raw Materials


Raw Materials used: - The basic raw materials used are fabrics which they acquire from Rajasthan and
every day a truck is sent to Bhilwara plants to acquire the raw materials from locally.
Raw materials are sourced from: -
- Manglam Yarn Agencies

- Sangam (India) Limited

- Kanchan India Limited

- RSWM Limited

3.14 MONALISA CUSTOMERS

Customers City
ANAMIKA FEB - DELHI
TINA FEB - FARIDABAD
JINDAL BROTHERS - DELHI
MEGA FEB - KOLKATA
GOVARDHAN SAREE CENTRE - KANPUR

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3.15 Bankers and Financial Institutions


Sourced from PUNJAB NATIONAL BANK.
Transactions with Corporation Bank
IDBI
3.16 Transporters and Dealers/ Agents

The company has its own well established road transportation facilities. The forward agent of this
company is VRL agents.

3.17 Key Success Factors

Well defined target markets.


Well defined Quality standards.
Openness to change.
Innovation and technology.
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Good relationship with the suppliers and clients.
Coordination between the employees.

3.18 SWOT ANALYSIS:-

S STRENGTHS
W WEAKNESS
O OPPRTUNITIES
T THREATS

Strength

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Automated technology.
Good financial strength.
Multi skilled employees.
Eco friendly business.
Flexibility in adopting Innovation technology.
Quality certified company.
Highly experienced top level managers.

Weakness

Scope for expansion.


Expansion of exports across the globe.
Explored option in SEZ industrial area.
Government subsidies and special schemes.
Difficulty in adopting product pricing strategies.
Difficulty in understanding the western customers expectations.
Barriers to understand Cultural differences from one country to country.
Opportunities.
Tax exemptions.

Threats

Cut throats competition from the rival companies.


Difficulty in adopting product pricing strategies.
New entrants.
Ever changing demand.
Instability in currency values.
Fast changing fashions.

OPPORTUNITIES

Scope for expansion.


Expansion of Exports across the globe.
Increasing demand.
Explored options in SEZ Industrial area.
Tax exemptions and Governmental subsidies.
Promotion of New Brands effectively with introducing new varieties in textile.

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PART- 4.1

FUNCTIONAL ANALYSIS
PRODUCTION DEPARTMENT

PRODUCTION is the functional area responsible for turning inputs into finished outputs through a series
of production processes. The Production Manager is responsible for making sure that raw materials are
provided and made into finished goods effectively. He must make sure that work is carried out smoothly,
and must supervise procedures for making work more efficient and more enjoyable. Production

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department plays a very crucial role any of manufacturing organization. It is the department which gives
life and meaning to the products. The role played by a production department in MONALISA
SYNTHETICS (P) LTD is very vital. MONALISA SYNTHETICS (P) LTD decides to accept a client a
complete team is assigned to the task at hands.

Organizational Chart of Production Department

GENERAL MANAGER

PRODUCTION MANAGER SUPERVISOR QUALITY ASSURANCE


MANAGER

SUPERVISOR FEEDER QUALITY ASSURANCE


ENGINEER

FEEDER OPERATOR
QUALITY CONTROL

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CHECKER

Production department is headed by Mr. GOUTAM KOTHARI; he has vast experience in handling of
that department.

FIVE PRODUCTION SUB-FUNCTIONS

In this company the production function are divided into five sub-functions:-

1. Production Planning: - the production and planning department in MONALISA SYNTHETICS


(P) LTD will set standards and targets for each section of the production process. The quality of
products coming off from a production line will be closely monitored. Focusing on lean

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production, quality will be monitored by all employees at every stage of production, rather than at
the end.
2. Facilitating Material Acquisition:-the purchasing section in the production department is
responsible for providing the materials, components and equipment required to keep the
production process running smoothly. Time officer is responsible for a vital role of ensuring stocks
arrive on time and to the right quantity.
3. Stock Maintainers: - The stores section of the production department will be responsible for
stocking all the necessary tools spares raw materials and equipment required to services the
manufacturing process. Buffer stocks are kept and the use of computerized stock control systems
helps keep stocks at a minimal but necessary level for production to continue unhindered and
smooth flow.
4. Designing and Technical support:- The design and technical support section in the production
department will be responsible for reaching new products or modifications to existing ones,
estimating costs for producing in different quantities and by using different methods. The technical
support officer in the department may be responsible for work study and suggestions as to how
working practices can be improved.
5. Maintenance: - the works departments will be concerned with the manufacture of products. This
will include the maintenance of the production line and other necessary repairs. The work
department may also have responsibility for quality control and inspection.
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Raw materials used

The basic raw materials used are threads, buttons certain chemicals, colors

Inventory Management System

For inventory control organization is using ERP software called VISUAL GEMS it record all
transaction of movement of material include inward & outward. 27

Total Quality Management

The term Quality in MONALISA SYNTHETICS (P) LTD. means standard of the product what is
expected of it by the consumers. In production department the employees are committed to their work in a

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prompt and effective sense that their efficiency and capability and commitment have helped the
MONALISA SYNTHETICS (P) LTD. to supply good quality and standard products to its clients and
customers. So the department is focused in maintain and improving the quality of the garments, and they
are following the Total Quality Management principles.

Every employee is expected to take responsibility for managing quality issues in order to make sure that
waste minimized and quality issues in order to make sure that waste is minimized and quality maximized.
The total quality management is part of the lean production methods used in this industry.

Safety Program

The safety of the programs in MONALISA SYNTHETICS (P) LTD is felt importance and hence the
following are the programs undertaken in the organization for the safety purpose:-

Recognized need to protect the environment and conserve natural resources for the well being of
the surroundings.
Training for proper handling and use of equipments and chemicals.

Challenges faced by the production manager due to recession

Due to recession in Economy, organization is getting order in less rate so to achieve cost this
challenging job for all production team to manufacture the product at low cost.
Due to recession production team has to produce product in limited manpower with less wage rate 28

Vendor Management

Vendor rating is done on the basis of:-

Quality
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Supply
On time Delivery of Raw materials

Production Process

YARN(RAW MATERIALS)

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


WARP AND WAFT(because
have different material require
to quality)

BEAM PIPE (yarn is roll over it)

GATING AND WEAVING

FABRIC

CHECKING AND MENDING

DYING AND PROCESSING


PROCESSING

FINAL CHECKING

FOLDING

PACKING AND DESPATCHING

TRANSPORTATION

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PART- 4.3

FUNCTIONAL ANALYSIS

FINANCE DEPARTMENT
Finance department handles all the important issues related to finance, accounts, taxation etc. cost
reduction and profit maximization is the main objective of this department. Financial management is
concerned with the efficient & effective use of economic resources namely capital fund. Finance is that
business activity which is concerned with the acquisition & conservation of capital funds in meeting the
financial needs & all objectives of business enterprises. The finance function deals with the procurement
of money at the time it is needed & its effective utilization in the enterprise.

Finance department is headed by Mr. Krishan Nathani ; he has vast experience in handling of that
department.

The main functions performed in finance department of MONALISA SYNTHETICS (P) LTD are:-

Investment of funds from consolidated funds.


Resources mobilization through loans, Institutional finance, small savings.
Following rules, procedures concerning financial transactions.
Preparation of budget, appropriation of accounts, re- appropriations.
Controlling the expenditure.
Administration of tax and export duties.
It provides a payment system for the exchange of goods and services.
It enables the pooling of funds.
It provides mechanisms for managing uncertainty and controlling risk.

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It generates information that helps in coordinating decentralized decision making.

Different aspects of Finance include:-

Short Term Finance


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In order to fill the gap of requirement of immediate funds the firm uses the sources of short term finance
from banks or the previous profits.

Asset Accounting

It is nothing but the total assets along with the depreciation along with them. Depreciation of assets is
done through Diminishing Balance Method.

Taxes

The company is enjoying the TAX benefits of 10 years as MONALISA SYNTHETICS (P) LTD is
located at Industrial area.

Credit Period

Credit period allowed to the customers depends on the customers good will. Normally credit period
allowed is 30 days, 45 days and 90 days. The payment period allowed for the suppliers is 60 days.

Accounting software

Now each and every organization is automated. Every organization is reaping the advantages of
technology. Even the MONALISA SYNTHETICS is using SAP Package for its effective accounting
system.

The finance department handles all its financial activities through software called Electronic Data
Processing. The various sections in finance department are:-

Book and budget: - budget allocation and assets valuation


Sales: - Invoice generation, Billing and collection
Costing: - cost minimization, wages and salary administration
Bill payable

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Net sale: -
Sales and profit are not revealed as it is a private company. However the approximate figure given by
them are as follows:-
Total sales for 2015-16:- 10 crore
Estimated sales for 2016-17 :-13 crore

Working Capital
The working capital is an combination of Current Asset & Current Liabilities. The required of necessary
working capital has been worked out as under.

Current Assets

Inventories 8, 33,000
Cash and bank balance 7, 35,000
Debtors 9, 78,000
Advance to suppliers of Raw material 4, 41,000
Other current assets 2, 82,000

Total 32, 69,000

Current Liabilities and Provisions

Sundry creditors 4,37,000


Provision for taxation 2,82,000

Total 7, 19,000

Working Capital Gap 25, 50,000

Financed By:-

Working capital funds from Bank 5,30,000

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Own Funds 10,95,000

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MARKETING STRATEGY

MONALISA SYNTHETICS (P) LTD. is following business to business marketing system. It quotes to its
customers as: - If you have imagination we will give a form and make it viable for production; both

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commercial on cost and fashionable enough to sell and wear. Be it any kind of fabric or style,
MONALISA is ONE STOPSHOP and marketing department works on the basis of above.
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Marketing department is headed by Mr. RAMESH KOTHARI ; he has vast experience in handling of
that department.

Objectives of Marketing Department

1. Focus on the customers and clients,


2. Monitor the competition.
3. Find and Direct Outside Vendors.
4. Involved in creating new ideas and modification in the existing ones.
5. Keeping in mind improvement in the quality of product.
6. Communicate Internally.
7. Set the strategy and executes the plan which is set.

Major Competitors

Sangam group.
Kanchan India
Bhilwara Groups.
B.D Suitings

Marketing Strategy of the Company

Measures of B2B Adoption Attributes


(a) Operation Efficiency - Potential Customer Identification
-Identify New Clients & to tie the business

(b) Cost Saving -Reduces Cycle time


-Increase marketability

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-Reduces administration costs

(c) Inventory Control - Reduce stock holding


- Leads to just-in-time purchasing
- Provide flexible manufacturing system

(d) Manufacturing Supply Chain - Improves communication & coordination


- Build up a global logistic network
- Provide integrated information systems

(e) Customers focus - Makes product available to global customers


- Improves customer support
- Helps to identify global market trends

(f) Supplier Relationship -Help to identify alternative supply sources


-Help to link its main suppliers through information systems

1) Focus on the Customer.

Marketers should spend time listening to their customers (and prospective customers) in order to understand
their needs and wants regarding a particular product or service. Soliciting thoughts and input from internal
stakeholders such as Sales and Customer Service is also appropriate, as these departments are typically closest
to the customer.

2) Monitor the Competition.


Learning about, and understanding the competitive landscape is also an important function of the Marketing
Department. Marketers should be the go to people within an organization to answer the following types of
questions: Who is the competition (both direct and indirect)? What do they communicate? Which customers do
they serve? Why do customers choose the competitor versus you?

3) Own the Brand.


The perceptions and feelings formed about an organization, its products / services, and its performance is what
is known as its brand. The Marketing Department is responsible for creating meaningful messages through

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words, ideas, images, and names that deliver upon the promises / benefits an organization wishes to make with
its customers. Furthermore, the Marketing Department is responsible for ensuring that messages and images
are delivered consistently, by every member of the organization.

4) Find & Direct Outside Vendors.


Internal Marketing Departments do not create magic alone. Therefore, Marketing needs to source and oversee
a group of outside resources (a.k.a. partners) such as copywriters, graphic designers, web designers, database
specialists, and printers so that a company can get the most bang from its marketing efforts.

5) Create New Ideas.


Whether its customer acquisition campaigns, keep-in-touch programs, new product promotions, retention
efforts, or something in between, the Marketing Department should ultimately be responsible for developing
new ideas that generate revenue for the company. This does not mean that the Marketers have to come up with
every idea on their own; however, they need to identify, cultivate, and work with others (see point #4) to
execute programs that will create revenue.

6) Communicate Internally.
It is important that the Marketing Department communicates with all departments inside an organization. Since
any employee (regardless of position) can support (or damage) a brand, value proposition or even specific
program initiatives, the Marketing Department needs to take responsibility for disseminating information
throughout the organization (this includes internal education and training when appropriate).

7) Manage a Budget.
Establishing and communicating messages to the marketplace costs money. Therefore, Marketing Departments
should be responsible for estimating the anticipated expenditures associated with marketing activities. Once
set, Marketers should be held responsible for meeting all budget projections.

8) Understand the ROI.


Since marketing activities are an investment an investment in time, money, and effort they should be
monitored and measured against specific concrete goals and objectives. Marketing Departments should
constantly ask themselvesWhats my expected return? Answering this simple, yet often overlooked
question will result in better, more accountable decisions.

9) Set the Strategy, Plan the Attack, and Execute.


One of the key activities for a Marketing Department is to integrate an organizations goals,
strengths, channels of distribution, competitive environment, target markets, pricing, core messages, and
products into one cohesive document known as the Marketing Strategy. As part of the strategy, the Marketing
Department should also develop the list of tactical ideas such as direct mail, print advertising, and search

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engine optimization that will enable the organization to communicate its message to customers and prospects.
With a strategy and tactical ideas in hand, the Marketing Department is now ready to take on the responsibility
of executing the programs and initiatives to drive sales and revenue for the organization.

Whether you are part of a Fortune 500 corporation, a regional manufacturer, a local distributor, an independent
professional service provider, or somewhere in between, marketing is a critical component necessary to
increase the value of your business. Take a look at your Marketing Departmenthow many of the 9 activities
above do they handle? If something is missing, it is a sure sign that your marketing efforts are not as effective
as they could be; therefore, your company is leaving money and valuable resources on the table.

Research Methodology

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.
MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.
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FINDINGS

The company has well established infrastructure and healthy environment which attracts the
Human resources willingness to work over there.
The company is enjoying the Governmental subsidies and Concessions given in SEZ Industrial
area.
Tax exemption up to five years is one of the advantages which the company is enjoying.
Low cost labours with multi skills in various backgrounds are available easily.
Well established transportation facilities.
MONALISA is one of the biggest companies manufacturing and exporting the quality knitted
garments.
Intensive measures have been undertaken for pollution control and environment.
The culture of MONALISA is informal, where every person can directly meet to high authority
without any systematic way which I considered was good because it encourages employees at
work.
Organization structure of Monalisa Synthetics is well formatted in which each and every
department plays important role.
All the employees and laborers work very hard towards achieving the goal. Even the higher
authorities work hard without wasting time always they take steps towards achieving the
organizational goal.

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


Administrative head role in an organization very important to make good working environment the
practice which I observed was that he was very hard working person and he does his work very
efficiently.

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CONCLUSION

From the above SWOT analysis it is clear that the strengths as well as opportunities of company are more.
It is due to the efforts made by all the levels-top level, managerial level, and operational level of the
organization. The initial investments were 25 crore and every year they increased the investments this
willingness of the entrepreneurs shows the plus point of the organization. The ever expanding business
every year is the indicator of success and its bright future; it shows the companys commitment to future
growth and improvement. The companys opportunities need to be grabbed and for improvement and
further success. The company is not only has profit Human resources and society.

Starting from the modest turnover, in 2000 MONALISA SYNTHETICS (P) LTD. has a turnover of $40
million with garments export of over ten million units annual. MONALISA SYNTHETICS (P) LTD is
currently doing turnover of six million garments every year and increasing constantly (Turnover-5Crores).
In expansion mode to double turnover by 2009-10 the board of directors has set up the plant in Faridabad
sector-37.

SUGGESTIONS

The company should grab various opportunities for future perspective and growth.
Proper allocation of funds in various activities.
Maximum utilization of resources.

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


They should undertake some steps to minimize the wastages.
They must undertake some steps to remove employee absenteeism.
The R&D department should concentrate more efficiently in developing new types of products
according to the fashion of 21st century.
MONALISA SYNTHETICS are more focusing its exporting to International markets, where it
should also focus in domestic markets also.

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.
60

BIBLIOGRAPHY

Books:-

Company Boucher & records Monalisa synthetics PVT LTD.

Web site:-

www.txcindia.com
www.fibre2fashion.com

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


ANNEXURE
QUESTIONNAIRE

1) How do you get information about new product launch by the company?
Advertising-50%
Agent-25%
Conference-25%
2) Are you satisfied this
Yes-75%
No-25%
3) Do your marketing messages influence with your target audience? Are you talking about the
things your customers and prospects care about?
Yes
No
4) Is the company maintaining product quality as promised by in its marketing strategy?
Yes
No
5) As the customer, have you changed the way the find, buy, or use your product or service and
have you adjusted your marketing plan accordingly?


6) Do you wish to continue purchasing the product from the same company. If no why?
Yes
No
7) What market areas are being caterd?
International-30%
Domestic-70%
8) How frequently is he product type be changed ?
Every two years

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.


According to fashion
Once in ten years
9) Wha strategy is adopted for product pricing?
Best
Poor
10) what is the promotion strategy adopted by the company?
Advertisement
Online Marketing
11) Is the budget allocation on marketing strategy is appropriate/need to be increased?
Yes
No

MAHILA ASHRAM MONALISA SYNTHETICS (P) LTD.