Internship Report On Garments Sector

Advertising & Promotion of Shuvo Fashion
Letter of Transmittal
Date: 9th April, 2020

Md. Nazmul Hasan
Associate Professor & Head
Department of Business Administration
Ranada Prasad Shaha University, Narayanganj.
Subject: Submission of Internship Report on “Advertising and Promotion of Shuvo Fashion CS

Knitting Apparel”.
Dear Sir,
I have the great pleasure to place before you my report “Advertising and Promotion of Shuvo Fashion
CS Knitting Apparel ” as a partial fulfillment of the requirements for the degree of Bachelor of
Business Administration (BBA). To prepare this I have gathered information from the institution
mentioned and I believe those are most important and appropriate. A part of the information has been
collected by reading different books, journals, company annual report and visiting company’s web sites
related to the arena.
I have worked hard in preparing this report and hope that it will satisfy my course requirement. I will be
always available for answering any query about this report. I would like to request you to accept my
report and thereby oblige me.
Sincerely Yours,
Azim Ahmed
ID No: 17100102
Batch: 9th
Program: BBA
Major: Marketing
Ranada Prasad Shaha University
Acknowledgement
A lot of effort and study has been involved in preparing this report into reality. I would like to remember
the name of the Almighty Allah who has created us and given us knowledge, time and energy for
completing my Internship Program.
Then I would like to thank Md.Nazmul Hasan, Associate Professor & Head, Department of Business
Administration, Ranada Prasad Shaha University, Narayanganj,who was my honorable supervisor,
instructor of the internship program.
With a great pleasure, I would like to express my deep sense of gratitude to the management of Shuvo
Fashion CS Knitting Apparel, for their valuable and helpful support. I would like to thank Chondon Das
(Chairman) and Shuvo Das (Managing Director) for giving me a chance to work in Shuvo Fashion CS
Knitting Apparel, Without their help it would have not been possible for me to complete the internship
program easily.
I would also like to express my thanks to all employees of Shuvo Fashion CS Knitting Apparel who
have helped me by contributing their time and providing me with information related to the topic. I
appreciate their consideration.
Letter of Declaration
Date
Md. Nazmul Hasan
Associate Professor & Head
Subject: Declaration regarding the validity of Internship Report.
Dear Sir,
This is my declaration that the report on “Advertising and Promotion of Shuvo Fashion CS Knitting
Apparel ” is submitted to you not a copy of any other Internship report previously made by any other
student.
I also express my confirmation in support if the fact that the said internship report has neither been
before to fulfill any other course related purpose nor it will be submitted to any other person or authority
in future.
Sincerely,
…………………
Azim Ahmed
ID: 17100102
9th Batch
Major in Marketing
Letter of acceptance
This is to certify that Azim Ahmed, ID:17100102 ,have prepared this internship report on
“Advertising and Promotion of Shuvo Fashion CS Knitting Apparel” under my supervision &
guidance. This is for the partial fulfillment of four-year graduation degree of BBA in Major-
Marketing of Ranada Prasad Shaha University.
I have gone through the Master paper. He has accomplished the report by himself under my
supervision.
I wish his every success in life.
………………………………………..
Md.Nazmul Hasan
Associate Professor
Chapter 1
Introduction
1.1 Introduction
As a student of Bachelor of Business Administration (BBA) everyone has to conduct a practical

orientation in any organization fulfilling requirement of the 12 weeks internship Program. The main
purpose of the program is exposing the student to the real world situation. This report is done as a partial
requirement of the internship program for the BBA students. This report is prepared for the internship
program consisting of a major in depth study of the total garments business Cotton Club BD Limited.
Practical knowledge is fundamental for the application of theoretical intelligence. Bearing this in mind
and internship program was being included in the BBA curriculum. The goal of this analysis is to expose
the student in the organizational work situation and also to provide an opportunity for applying
classroom learning in practice. This report is a compulsory component of the successful completion of
Internship program assigned in BBA of Ranada Prasad Shaha University. My opportunity to complete
my internship was in Advertising and Promotion of Cotton Club BD Limited. After the practical part of
internship, I am assigned to prepare this report on the basis of my experiences. I prepared this report on
a specific topic of “Advertising and Promotion of Shuvo Fashion CS Knitting Apparel ”. This is a
indication of academic knowledge through practical work experience.
Promotion involves disseminating information about a product, product line, brand, or company. It is
one of the four key aspects of the marketing mix. The promotion of Garments products is the linchpin of
the marketing mix. Promotion is the vehicle by which the product, its price and methods of distribution
should be described to the firm’s audience in a way that is both coherent and persuasive.
Promotion, especially advertising, tends to have more glamour than do the other mix components. It is
certainly more visible and often appears to be more creative. The other elements are of little value unless
their advantages are communicated to those who need to know. On the other hand, promotion cannot
long succeed if the other elements of the marketing mix are unsatisfactory.
1.2 Purpose of study The purpose of the study is to apply the theoratical knowledge into the real life
knowledg through identifing the marketing activities of Shuvo Fashion CS Knitting Apperal.The
reaearch is consists with advertising and promotion of Shuvo Fashion CS Knitting Apparel. This
research will explain the how Shuvo Fashion CS Knitting Apperal, conduct their marketing activities.
1.3. Scope of the study

During my internee period I have got the chance to visit some garment factories. I have contacted with
many workers, subordinates and executives and gathered practical experience. They have cordially
helped and supported me.
1.4. Objectives of the study

Objective of this report includes two types of objectives. They are broad objective and specific
objectives. A broad objective and some specific objectives are included in this report. They are:
1.4.1 Broad objectives

The broad objectives of the study are to evaluate and analyze “Advertising and Promotion of Shuvo
Fashion CS Knitting Apparel ”.
1.4.2 The specific objectives of the study are given as:

1. To present an Marketing Activities of Shuvo Fashion CS Knitting Apparel
2. To identify and describe the Promotional activities of Shuvo Fashion CS Knitting Apparel
3. To illustrate the strength, weakness, opportunity and threat of Shuvo Fashion
1.5. Limitation of the study

Like any other study the limitations of this study is not out of questions. But the following factors seem
to me as the some points of weakness of this study, despite all out co-ordination from the organization.
1. It was very difficult to collect the information from various personnel for their job constraint.
2. Another limitation of this report is enterprise’s policy of not disclosing some data and
information for obvious reason, which could be very much useful.
3. Only three months are not enough time range to understand the overall operations and
observe the total activities of a busy marketing department of a big manufacturing company
like Shuvo Fashion CS Knitting Apparel .
4. Organizational problem of disclosing some sensitive data and information for obvious
reasons posed an obstacle to the practical orientation.
1.6. Methodology of the study

Methodology of the study is an essential part of the study. It is designed in a way so that it
correspondent to achieve the objectives of the study. It includes designing samples, sources of data,
collection procedure of data, analysis techniques data, etc. It was an exploratory study. So the
methodology of this study the project has used was observation and sometimes discussion with the
executives of the company.
1.6.1. Ways of Data Collection

In order to make the report more meaningful and presentable, two sources of data and information have
been used widely.
Sources of data
SOURCE OF DATA
PRIMARY DATA SECONDARY DATA

1.6.2. Primary sources of data

 Face to face conversation with the company officers and staffs.
 Exposure on different desk of the organization
 Interview officer staffs.
1.6.3. Secondary sources of data

 Annual report of Shuvo Fashion CS Knitting Apparel
 Different manuals of Shuvo Fashion
 Brochures of Shuvo Fashion
 Websites of Shuvo Fashion
1.7.Significant of recent events:
1.7.1. International Convention City Bashundhara (ICCB), Bashundhara Convention Center Rd,
Dhaka, Bangladesh:
Garmentech Bangladesh is an event which provides an international platform committed to Apparel

industry and latest technologies that help garment and apparel industry flourish. The visitors can shop at
booths and learn about textiles and garments materials and yarn fabrics by attending various seminars
conducted by professionals. Students are most welcome who want to establish their businesses and
partner with small cottage industries. This is a must attend for all textile designers and fashion designers
as the event exhibits purest and unique raw materials creations from different parts of the world.
Business building classes and textile classes are also conducted at this event for students who are willing
to work in garments or fashion business.
Frequency:
Once
Audience:
Buyer
Wholesalers / Dealers
Manufacturers
Corporate Decision makers

1.7.2.Dhaka International Textile & Garment Machinery Exhibition 2020, International

Convention City Bashundhara (ICCB), Dhaka, Bangladesh:
11th Jun, 2020 to 14th Jun, 2020 at International Convention City Bashundhara (ICCB), Dhaka,
Bangladesh: Dhaka Int’l Textile & Garment Machinery Exhibition is the largest-ever trade fair of its
kind in Bangladesh, This event will showcase a variety of equipment, products, technologies as well as
services and information concerning all the textile & garment processing and production aspects.
Frequency:
Once
Audience:
Buyer
Wholesalers / Dealers
Manufacturers
Corporate Decision makers
Marketing Professionals
Chapter 2
Literature Review
(RMG & Advertising)
Salma Chowdhury (1991) says that,the readymade garments industry acts as a catalyst for the
development of Bangladesh.The industry that has been making crucial contribution to rebuilding the
country and its economy is none other than the readymade garment (RMG) industry which is now the
single biggest export earner for Bangladeh. The Ready-Made Garments (RMG) sector has a greater
potential than any other sector to contribute to the reduction of poverty in Bangladesh. Bangladesh
exported garments worth the equivalent of $10.7 billion in 2008, which was about 3.87 per cent of the
global total value ($276 billion) of garment exports (EPB, 2007; BB, 2008).
According to,Protima Mazumdar (1991) and the Bangladesh Unnayan Parisad (1990), Several
authors have analyzed aspects of the garment industry in Bangladesh. Of the various aspects of the
industry, the problems and the working conditions of female workers have received the greatest
attention. There are several studies including the Bangladesh Institute of Development Studies (BIDS)
study by Salma Chowdhury and Protima Mazumdar (1991) and the Bangladesh Unnayan Parisad (1990)
study on this topic. Both of these studies use accepted survey and research methodology to analyze a
wealth of data on the social and economic background, problems and prospects of female workers in the
RMG sector. Professor Muzaffar Ahmad looks at the industrial organization of the sector and discusses
robustness and long-term viability of apparel manufacturing in Bangladesh.
Wiigton (2000) provides a good overview of this RMG industry, especially the developments in the
early years. One of the few studies on the Bangladesh apparel industry to be published in a reputed
journal in the U.S. is that of Yung Whee Rhee (2003) who presents what he calls a “catalyst model” of
development. The Bangladesh Planning Commission under the Trade and Industrial Policy (TIP)
project also commissioned several studies on the industry.
Hossain and Brar (2004) consider some labor-related issues in the garment industry. Quddus (2006)
presents a profile of the apparel sector in Bangladesh and discusses some other aspects of the industry.
Quddus (2006) presents results from a survey of apparel entrepreneurs and evaluates the performance of
entrepreneurs and their contribution to the success of this industry. Islam and Quddus (2006) present an
overall analysis of the industry to evaluate its potential as a catalyst for the development of the rest of
the Bangladesh economy.
(Sheth, Sharma 2001; Uzelac, Sudarevic 2006),There are numerous studies that analyze specific
marketing activities and their relationship with certain aspect of other functions within a company.
Many of them discuss relationship between marketing and finance functions, or model financial
outcomes of marketing activities. Some studies cover the strategic and managerial as-pects of marketing
activities, thus integrating managerial perspective into the picture.
(Webster, 2005). Slater and Olson (2001) ,conducts a thorough study of journal articles and marketing
management texts to identify the marketing activities that marketing strategy subsumes. They have
categorized these activities according to Kotler’s (1994) STP (segmentation, targeting, and positioning)
framework and McCarthy’s (1975) 4Ps (product, price, place, promotion) of garments industry.
Hoefler and keller (2003) discusses about marketing activities and the marketing advantage of strong
garment’s brands. They categorize marketing activities into product, extensions, price, communications
and channels related marketing activities. Their study delves into more detail about how differences in
consumer brand knowledge affect the response of consumers to marketing activity. Millat (2010) states
that Garment owners should provide more emphasis to their marketing activities. They should start
marketing through trade fair and Internet. They should try to build International reputation. Kincade,
Doris H.; Woodard, Ginger A.; Park, Haesun (2002) studied Buyer–seller relationships for promotional
support in the apparel sector which is critical for success. Results indicated that monetary support was
regarded as the most important promotional support. A positive and significant correlation was found
between items the buyers perceived as important and the frequency of offerings of these items. Kennedy
[2003] pointed out, under the turbulent market such as apparel industry, firms are often dependent on
current customers too much. That situation makes the apparel firms less motivated to scanpotential
market needs. However, by accepting wide variety of models from various customers in short time, a
small firm can avoid from overdependence of trade and information on only limited customers.Završnik
and Mumel (2007)found that advertising is one of the most important instruments of marketing
communications mix in the clothing industry in Slovenia. Also important are personal selling and sales
promotion & public relations. It should be emphasized that a collection of quality and fashionably
designed clothes, appropriate prices of products, and appropriate distribution are the preliminary
conditions for marketing communication being able to contribute to a company. Advertising is only part
of a broader set of marketing and company decisions. Its job is to help communicate the brands value
proposition to target customers. Advertising must blend well with other promotion and marketing mix
decisions. without advertising any company or brand cannot achieve their goal.
The idea of advertising was founded in 1936, GEICO initially targeted a select customer group of
government employees and the top three groups of non commissioned military officers with exceptional
driving records. But now you probably know a lot about GEICO and its smooth-talking Gecko. But at
the start, The Martin Agency faced a name to a national audience. Like all good advertising, the GEICO
campaign began with a simple but enduring theme, one that high-lights the convenience and savings
advantages of GEICO’s direct-to-customers system. Every single one of the more than 150 commercials
produced in the campaign so far drives home the now-familiar tagline: “15 minutes could save you 15
percent or more on car insurance.” Any paid form of non-personal presentation and promotion of ideas,
goods or services by an identified sponsor is called advertising.
(Mandan, Hossein & Furuzandeh, 2013).Entertainment has been one of the primary criteria for
creating an advertisement. Entertainment is used as a tool to gain attention of customers. An interesting
and entertaining ad is more likely to be remembered by consumers rather than a boring one. Therefore, it
can be said that entertainment increases the effectiveness of advertising. That is why many companies
are investing a lot of money to make advertisements that are humorous.
(Ryans, 1996), Advertising is a way of communication to encourage an audience for making purchase
decision about a product or service and conveying information to viewers. It is considered as a vital and
essential element for the economic growth of the marketers and businesses .
(Ahmed & Ashfaq, 2013), Advertising is usually a paid form of exposure or promotion by some
sponsor that reaches through various traditional media such as television, newspaper, commercial radio
advertisement, magazine mail, outdoor advertising or modern media such as blogs, websites and text
messages . Marketers have always adapted to changing business demands when it comes to creating new
advertisements. The use of advertisements has significantly increased in the 20th Century as
industrialization expanded the supply of manufactured products. However, not many businesses
practiced advertising at the time. During the late 80s advertisements were fairly limited to television,
radio, billboards and newspapers. In the modern times, businesses are leaning towards Digital
Advertising. Companies are so focused in social media and mobile advertisements that they may take
over Television advertisement very soon. In Bangladesh, the trend of Digital Marketing is just on the
bloom. Most large local and multinational giant companies are now practicing digital marketing in full
swing.
(Khan, Siddiqui, Shah & Hunjra, 2012), The major aim of advertising is to impact on buying
behaviour; however, this impact about brand is changed or strengthened frequently through people’s
memories. Memories about the brand are formed by associations that are related to brand name in
consumer mind. These brands continuously influence consideration, evaluation and finally purchases
Consumers buying behaviour has always been given so much importance and space in the literature
study of impact of advertising regarding its effectiveness. Most of the time consumers buying behaviour
depends on liking or disliking of consumer towards the advertisement of the product advertised .A good
quality advertisement is likely to influence consumers into buying that product while a poor quality
advertisement will do the opposite. Previous studies have been conducted on effectiveness of
advertisement and on advertisement’s impact on consumer buying behaviour which depicted positive
relationships. However, in this paper we have introduced a combination of different variables and
attempted to examine their influence on consumer behaviour. This paper aims to determine which of
these variables carries the most importance in terms of effecting consumer behaviour and which of these
variables carries less significant impact. This will help marketers to focus on the right factors and
achieve maximum benefit from their advertisement. We believe that the study will offer useful insights
for both advertising scholars and executives to understand the ins and outs of advertising and to assist
marketers in introducing better approaches to advertising.
Maheshwari, Seth & Gupta (2016) in their article “An empirical approach to consumer buying
behaviour in Indian automobile sector" has concluded that advertisement effectiveness positively
influences consumer buying behaviour.
Ha, John, Swinder & Muthaly (2011), in their research paper "The effects of advertising spending on
brand loyalty in services" have discovered that advertising spending has impact on consumer’s
perceived quality of the product, consumer’s loyalty and satisfaction level.
Kumar & Raju (2013) in their paper “The Role of Advertising in Consumer Decision Making” have
found that advertisements are able to change the consumer’s opinion about a particular product.
Advertising has always known to be one of the key factors that affect consumer’s decision making
process.
Chapter 3
Profile of Shuvo Fashion CS Knitting Apparel
3.1.Introduction
Shuvo Fashion CS Knitting Apparel was founded in 1998 with updated manufacturing equipment,
advanced technology and perfect management system. Shuvo Fashion From the very beginning it is
involved in shirts, trousers, pajama sets, light jackets, kids wear and night wear etc. They are constantly
stay ahead in producing and exporting quality and latest fashionable garments for men, women and
children as per the requirements of the buyers from different countries of the world. There product is
cost effective and they are dedicated to their customers with the best satisfaction for sustainable
competitive advantage.
Company Name: Shuvo Fashion CS Knitting Apperal

Address: Bscic Fatullah Season Gaon , Narayangang, Bangladesh.
Phone No: 01624142803
Fax No : 88-02-9750577
E - Mail : shuvo786@gmail.com
:niloydas1985@gmail.com
Advising Bank: Islami Bank Bangladesh Ltd,

Paltan Branch,14,Purana Paltan
Dhaka.
Contact Person: Shuvo Das (Managing Director)
Cell no: +88-01711524202
Chondon Das (Chairman)
Cell no: +88-01711 524203
Year of Established 1998
Product: T-SHIRT, TANK TOP, BERMUDA SHORT, CUT & SEWING T-SHIRT,
CARDIGAN.
Production Line: 6 Lines
Yearly Turnover: US$ 2 Million
Worker & Employee: 318 Person
Membership: Member of Bangladesh Garments
Manufactures & Exporter Association (BGMEA)
Member of Bangladesh Knit Wear
Manufactures & Exporter Association (BGMEA)
3.2. Vision
To be in the front of national development by providing all the customers inspirational strength,
dependable support and the most comprehensive range of business solution through their team of
professional that work passionately to be outstanding in everything to do.
3.3 Mission
The mission of Shuvo Fashion CS Knitting Apparel is to provide buyers with a complete satisfaction to
all their current and future garments needs.
3.4. Objectives
1. To increase personnel to handle service (production, compliance, commercial etc and
development efforts).
2. To increase marketing to ensure future buyers making them aware of our offering and aggressive
pricing.
3. To expand our base of operation to include at least the top 10/20 buyers of the world market.
4. To perform research and development to bring about new horizon to the Global Market.
3.5. Knitting Unit:

Knitting is a method by which thread or yarn may be turned into cloth or other fine crafts. Knitting
consists of consecutive loops, called stitches. As each row progresses, a new loop is pulled through an
existing loop. The active stitches are held on a needle until another loop can be passed through them.
This process eventually results in a final product, often a garment. So, the process in which fabrics are
produced by set of connected loops from a series of yarns is called knitting.
 Warp knitting
 Weft knitting
3.6.Dyeing Unit
Dyeing is the process of heat is usually applied to the dye liquor. The theory of aqueous dyeing, as
explained below, is modified when an organic solvent is substituted for water. The general theory of
dyeing explains the interaction between dyes, fiber, water and dye auxiliary. More specifically, it
explains: Forces of repulsion which are developed coloring textile materials by immersing them in an
aqueous solution of dye, called dye liquor. Normally the dye liquor consists of dye, water and an
auxiliary. To improve the effectiveness of dyeing, between the dye molecules and water. Forces of
attraction which are development between the dye molecules and fibers. These forces are responsible for
the dye molecules leaving the aqueous dye liquor and entering and attaching themselves to the polymers
of the fiber.
3.7. Competitors
1. Creative Sweater (pvt.) Limited.

2. Starlit Fashions Wear Limited.
3. Swan Garments Limited.
4. Vertex Garments Ltd.
5. Continental Garments Ltd.
6. Intramex Group Ltd.
7. Opex Garments Ltd.
8. Biped Sweater Ltd.
3.8. Machinary
SI. No Machine Name Brand Name Quantity

1 Plane Machine Juki & Brother 58 pcs
2 Plane Machine- Two Needle Juki I Pc
3 Over Lock- 3 Thread Pegasus 2 pcs
4 Over Lock- 4 Thread Juki, Pegasus & kansai 60 pcs
5 Over Lock- 5 Thread Juki I Pc
6 Flat Lock- FB Pegasus I Pc
7 Flat Lock - C B Kansai, Pegasus & 24 pcs
Juki
8 Flat Lock -Back Tape Pegasus I Pc
9 Feed Of The Arm Brother I Pc
10 P.M. D Kansai I Pc
11 Hole Machine Brother I Pc
12 Button Machine Brother I Pc
13 Rib Cutting machine DIVA 2 pcs
14 Fabric Cutting Machine K.M 2 pcs
15 Iron table Foshan Risetech co. 12 sets
ltd.
Total machinery= 168 sets
Printing Capacity: 5000 Pcs per Day
Chapter 4
Analysis of the topic (Existing Marketing
Activities of Shuvo Fashion CS Knitting
Apparels)
4.1. Marketing Activities of Shuvo Fashion are as follows
Marketing Mix
Product Price
Variety Least Price
Quality Discount
Design Allowance
Features Payment Period Returns
Brand Name Credit Terms
Packaging
Services
Promotion Place
Advertising Channels
Personal Selling Coverage
Sales Promotion Assortments
Public relation Location
Inventory
Transportation
Logistics
4.1.1. Product:
Anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy
a want or need. It includes physical objects, services, persons, places, organizations and ideas. Product is
the first P of the marketing mix and it is the most important aspect of the marketing mix. To be effective
at marketing, you must have a product that people want. Goods and services are examples of products.
When business is starting up, there may be only one product offered. The key is making that product the
best available. Once people purchase the product and are pleased with it, a business can diversify with
additional products or services. This will increase sales and help the business to grow. The term
“product” refers to tangible Physical products as well as services. Here are some examples of the
product decision to be made:
 Quality level
 Design
 Features
 Brand Name
 Packaging
 Services
 Variety
4.1.2. Product Strategy

Shuvo Fashion considers the products advantages and how products will be leveraged to take product
related decisions. Product decision includes:
Product Specification:
Shuvo Fashion provides various garments product to its target customer. It provides fashion styles with
embroidery, printing, bead, sequin or pleat and so on. It produce different garments such as Shirt, T-
Shirts, Sweater, Light jacket, Cardigans, Night wear, Shorts/ Trouser, vest and ladies item.
Product Design:
Buying house merchandiser sends a product design to the specific buyer. If buyer agrees fully, he sends
his requirements to the garments merchandiser. Garments merchandiser sends it to the sample section of
his own garments. Sample section manager then make the products as buying house merchandiser
demands. And he sends the products to the garments merchandiser. Garments merchandiser sends the
design via-email for the approval of buying house merchandiser. If buying house merchandiser agrees
then the product go to production.
Product Quality:
Cotton Club BD Limited provides scrap and rework free product to its customer. There are totally
twelve production sections. Each section quality controller and inspector is alert to produce scrap and
rework free product. Cotton Club BD Limited use advantage merchandiser for stitching and boiling the
product. It collects fabrics according to customer’s requirement.
Produce Style:
Normally its product style consists of sweater, long sleeve and round neck. But its product style depends
on buyer’s requirement.
Packaging:
Shuvo Fashion provides standard export packing. It uses poly bag (1pc/ poly bag) and carton box for
packing its product.
4.1.3. New Product Pricing Strategy:

Market skimming pricing strategy:
The strategy is to setting a high price for a new product to skim maximum revenues layer by layer from
the segments willing to pay the high price. The company makes fewer but more profitable sales.
Market penetration pricing strategy:
The strategy is to setting a low price for a new product in order to attract a large number of buyers and
large market share.
Direct marketing Channel:
It is a marketing channel that has no intermediary levels.
Sup Pro
plie duc
r er
Buyer
Figure : Direct marketing channel
4.1.2. Price
Second place in the marketing mix goes to 'Price'. The concept of price refers to the amount of money a
customer has to pay to attain a product. Price determination is not child's play. Price must be right for
the product. It must be comparable to the prices others command for the same product. Some new
business owners feel that they must price their products much lower than their competitors. While this
may bring business, it can also cause people to question the quality of the product being offered. If it is
much lower than the prices others are asking, customers might see it as an inferior product and may seek
the same product at a higher price elsewhere. If you care concerned about keeping prices low, stay
competitive by offering special discounts and programs that reward customer loyalty. These strategies
will keep your customers coming back for more.
There are many different pricing strategies that company can use to decide on a price for their product.
Some examples of pricing decisions to be made include:
 Least Price.
 Discount.
 Allowance.
 Payment Period.
 Returns.
 Seasonal Pricing.
Pricing strategy:
Normally Shuvo Fashion determine its products price based on cost. At first it determine per unit cost
of its product, and then add 15% mark-up on product. To determine the product price Shuvo Fashion
consider the following internal and external factors:
 Total quality.
 Fabrication.
 Yarn.
 Number of colors.
 Cost of manufacturing.
 Cost of distribution.
 Tariffs.
 Currency value and so on.

Shuvo Fashion also provides high quality product at low price than other competitors do. However, It
deliver products based on customer requirement, it negotiate with customer to determine the price. So it
is seeing that, price varies according to the cost, quality and customer requirement.
4.1.3. Place/ Distribution

The third P in the marketing mix stands for 'Place'. This refers to the methods of distributing finished
products from the manufacturing unit to the final consumer. This would involve transportation and
storage of goods, till they are availed by the customer. It's all about 'providing the right product to the
right place at the right time' with the help of an efficient distribution system. The type of distribution
channel chosen by manufacturers will depend on whether they find it convenient to sell it to wholesalers
or directly to retailers or consumers via specific dealers. The company will focus on making products
available to the consumer as fast as they can.
Some examples of distribution decisions include:

 Distribution Channels
 Transportation
 Location
 Inventory management
 Market Coverage
 Logistics
Distribution Strategy
 The Shuvo Fashion CS Knitting Apparel’s distribution channels objectives are following:
 Primary objectives are gaining access to end user or buyers
 Providing customer service
 Gaining promotional support
 Obtaining market information
 Gaining favorable revenue
Distribution channelShuvo
Fashio Buying
n CS House
Knitti
ng Buyer/Customer
Appar
els
Figure : Distribution channel of Cotton Club BD Limited.
Functions of Distribution channel:

Shuvo Fashion uses Distribution channel. These Distribution channels have the following activity:
o Providing information about the product
o Product promotional help
o Marketing contract with buyers
o Helps to fulfill the completed transaction, physical distribution, financing and even risk taking.
4.1.4. Promotion
The fourth P in the marketing mix stands for 'Promotion', which refers to a company's communication
line with the end customer or buyer. Promotion relates to how you get the word out about your product,
in other words promotion is advertising. Today most businesses use a website to advertise products since
this method provides a worldwide customer. Advertising or promotion must be targeted to be successful.
Targeting means designing an advertising or promotional campaign that attracts the attention of a
specific customer or buyer. Marketing communication decisions include:
o Advertising.
o Personal Selling.
o Sales promotion.
o Marketing communication budget.
Thus, marketing strategy and marketing mix are interdependent concepts. Depending on the current
situations, a marketing strategy is formulated using the appropriate proportions of the 4Ps. Put the four
P's of marketing to work in your business. You will find that more people will be exposed to your
product. As a result your sales should increase Shuvo Fashion. communicates with their customer
through direct mail, e- mail and so on.
4.2. Promotional activities of Shuvo Fashion CS Knitting Apparels

Promotion tools are as follows
A) Advertising:
Advertisements used by Shuvo Fashion are given as below.
a) Print ads
In Garments industry it is strictly maintain some rules and regulations for printed advertisement. Shuvo
Fashion use some printed materials for their advertisement for example printed advertisement for store
and also some place where all the activities are surround to Garments. In terms of printed advertisement
it use several media for their printed advertisement that are given as below,
Newspaper
Shuvo Fashion provides its advertisement in newspaper in terms of recruiting new employee most of the
time for recruiting Marketing officer. As of government rules and regulation no Garments company
cannot display their product advertisement through newspaper. So the company provide newspaper
advertisement when it published any vacancy announcement.
Show card
Show card are one type of broachers that are given by the company to its promoter to get knowledge
about the new and upcoming product. Show card also help the firm to increase the sales of the company.
b) Direct Mail
Shuvo Fashion sometimes uses direct mail as tools for promoting their product both in country and in
foreign market. They mail to the doctor, and other party in foreign market who are involved in trading
Garments product.
c) Brochures and Catalogs

Shuvo Fashion use brochures and catalogs for introducing their product in new market. They provide
catalog which contain the product name and price and also contains overall information about the
product. These types of promotional material are widely used in international marketing. As brochures
and catalogue it use leaflet and show card.
d) In-Store Displays
At present we use in-store promotion for promoting their product. In in-store promotion here Shuvo
Fashion convince the garments owner and take space in shelf for placing the Shuvo Fashion product.
4.3.Types of Promotion Mix

Above the four promotional tools are the main promotional tools in Garments promotion mix but there
are another two promotional tools in promotion mix that are direct marketing and sponsorship.
A. Advertising
Any paid presentation and promotion of ideas, goods, or services by an identified sponsor. There are
several types of advertisement for example, direct mail, brochures and catalogs, signs, in-store displays,
motion pictures.
B. Personal Selling
A process of helping and persuading one or more prospects to purchase a goods or services or to act on
any idea through the use of an oral presentation. Personal selling involves selling a product or service on
a one to one basis. This can either be done face to face or over the phone. If the organization is using a
pull strategy to sell the product a sales force will be required to make sure that retail outlets are looked
after well, that they have enough stock, are trained well so they can push the product onto the consumer.
With a push strategy the sales force will need to try and persuade retail outlets to carry stock of ones
product. Examples: Sales presentations, sales meetings, sales, samples, and telemarketing, Can be face-
to-face or via telephone.
C. Sales promotion
Media and non-media marketing communication are employed for a pre-determined, limited time to
increase consumer demand, stimulate market demand or improve product availability. The aim of sales
promotion is to increase short term sales and increase in-store or web traffic. Examples: Coupons,
contests, product samples, rebates.
D. Direct Marketing
The aim of direct marketing is to create one to one relationships with the organizations target market.
Direct marketing can come in the form of post, email, telephone calls and mail order. The company
usually contacts a named person at the address.
Chapter 5
Analysis of secondary data
5.1. Worldwide RMG sector are using these advertising and promotional strategies.
1. Search engines
Many people, perhaps even a majority of people, will use search engines and the Yahoo! directory to
find what they’re looking for on the Web. So the place to start in promotion is to design web pages that
will be indexed well by the search engines, using descriptive titles and accurate META tags.
2. Linking strategies
Linking strategies are a second essential type of site promotion. The more links pointing to the site, the
more traffic it will experience (and the greater perceived “popularity” will rank Zara higher in the search
engines). Another popular method is to join a banner exchange. For every two banners displayed on the
site promoting other businesses, one of Zara’s banners will be shown an another member site. The
biggest exchange is Microsoft bCentral LinkExchange. http://adnetwork.bcentral.com/. Another
important form of linking promotion involves paying affiliates for sales resulting from links to Zara site.
3. Viral strategies
An increasingly important process is to design a strategy that encourages others to carry Zara marketing
message via e-mail, using their own network of relationships ; and preferably their own resources. This
is called “viral marketing” after the way viruses multiply rapidly in a cell, commandeering the cell’s
resources to do the virus’s bidding. The classic example is HotMail.com, a free e-mail system. Each e-
mail message (sent by definition to a person’s own friends and associates) carries a message
encouraging the recipient to sign up for a HotMail account, too. Another example is postcard or greeting
cards, each of which carries a message encouraging the recipient to send a card to a friend — carrying
the siteowner’s marketing message. If zara can write quality articles, we can offer them to others to use
on their websites or in their newsletters, each article carrying a link to Zara website. Public relations to
get press coverage is a kind of viral strategy, if the company think about it.
4. Public relations
Public relations, the task of getting press coverage, is still a vital type of site promotion. News release
picked up by several print and/or Internet publications its will get a tremendous boost in traffic, all for
“free,” letting the news periodical’s network carry our marketing message. Of course, nothing’s really
free. We will need to have a truly newsworthy event, contest, free service, chat room ; or something ; or
no decent publication will consider it news. Coming up with “free” services and events isn’t
inexpensive, but the ensuing publicity can be excellent ; we may get an unbiased editorial
recommendations that we couldn’t purchase for any amount of money.
5. Traditional media
Don’t discount traditional media in promoting our website ; news releases, of course, as well as paid
advertising. A very effective way to promote our site is to place a small display ad in a targeted trade
publication, offering some teaser copy and pointing readers to our URL or an auto-responder e-mail
address for more information. This way the site serves as an online brochure, providing full information
to interested shoppers day and night. A no-brainer is to make sure that all our company’s literature,
cards, letterheads, and envelopes carry our website URL.
6. E-mail Publishing
The company has to be married to an e-mail publication. The website is the shy partner who passively
waits for people to come to him. But the e-mail publication is the bold, active partner who goes out to
where people are and invites them to come meet her groom. Together they make a great couple.
publishing is primarily a way to conserve the people who have shown some interest in the business by
coming to zara website or responding to one of the offers. One of the highest priorities of the website
MUST be to get the visitor to sign up for the free newsletter or discussion list or updates publication.
Offer a variety of inducements ; entry into a contest, a free gift, a free coupon ; whatever it must do to
insure a steady stream of subscribers to the newsletter. Once they are subscribers ; if we give them
content they enjoy and learn from ; they’ll stay with Zara for years, and we can gently build their trust
month after month. When they’re ready to make a purchase, the site is at the top of their mind, and
they’ll probably buy from Zara. With so much SPAM (unsolicited e-mail) abounding, it’s too easy for
recipients to mistake the promotion for just another ad, and unsubscribe forever. Though an occasional
promotional e-mail may be okay, the marketing messages in the context of news and helpful information
is much more effective, and builds loyalty that can never gain by just bombarding the customers with
ads.
7. Networking
An extremely important way to promote the website is through networking. Networking isn’t quick, but
it’s the basis of relationships that will grow your business through word-of-mouth over the years.
8. Paid advertising
It is notice that most of the first seven types of Internet Marketing can be done in-house relatively
inexpensively (with the possible exception of search engine positioning). Of course, the company may
be able to find a marketing firm to which it can outsource some of these functions, but it can probably
do a fine job in-house ; after all, it’s our business, and staff’s are the one who can promote it most
effectively.
But there comes a point that to get wider exposure, to break into the consciousness of the thousands of
people who never haunt it end of the Web, the company may need to resort to paid advertising. Paying
high traffic sites or Internet publications to include a graphic or link that will channel large numbers of
people to the site. There are several popular forms of paid advertising, with new approaches cropping up
all the time:
9. Pricing Strategy as Part of Promotional Plan (Pricing Approaches)

Of course, pricing isn’t just scientific. It has a lot to do with your particular niche on the Internet, and
how you’ve determined you can best succeed. Here are some demand-oriented approaches to pricing:
Skimming pricing. When offering a new or innovative product it can initially charge a high price, since
the “early adopters” aren’t very price sensitive. Then lower prices to “skim” off the next layer of buyers,
etc. Eventually, the price will drop as the product matures and competitors offer lower prices.
Penetration pricing. Zara have to set a low initial price in order to penetrate quickly into the mass
market. A low initial price discourages competitors from entering the market, and is the best approach
when many segments of the market are price sensitive.
Prestige pricing. Cheap products are not taken seriously by some buyers unless they are priced at a
particular level.
Demand-backward pricing is sometimes used by manufacturers. First, they determine the price
consumers are willing to pay for a product using an approach such as Make Your Price Sell!
(http://sales.sitesell.com/myps ) automates. Then they work backward through the standard markups
taken by retailers and wholesalers to come up with the price they can charge wholesalers for the product.
Bundle pricing is offering two or more products together in a single package price. This can offer
savings to both the buyer and to the seller, who saves the cost of marketing both products separately.
And the customer is willing to pay more because he perceives that he is getting a lot more, even though
the cost to the seller may not really be that much more.
5.2. Advertising of an international apparel (Ben Sherman) : Ben Sherman is a globally recognised
lifestyle brand. It has grown from its business beginnings in quality shirts in Brighton in 1963 and is
now sold in 35 countries around the world. It has expanded into the USA, Europe, and Australasia. In
2004, Ben Sherman was acquired by the American-based company, Oxford Industries. This group is an
international apparel design, sourcing and marketing company that features a diverse portfolio of owned
and licensed lifestyle brands. Ben Sherman's name has always been closely linked with the British music
scene and with fashion. Its customers are young and at the forefront of style.
Promotion: The purpose of promotion is to obtain and retain customers. It covers:
•'above-the-line', which is using independent media to reach a wide audience easily, but over which the
company may have limited control, for example, magazine advertising. This reaches a mass audience
but can be hard to measure its impact.
•'below-the-line', which uses media over which the business has control, for example, direct mailing.
This type of promotion can be more cost-effective and give more measurable response rates.
Ben Sherman uses both above-the-line and below-the-line promotion to help inform customers about its
products. Through this information, it increases the customers' desire to buy its products. Promotional
activities
Some people think of promotion as being just advertising but advertising is only one aspect. Promotion
may also include:
direct mail - for example, catalogues, newsletters you may receive by post or email
exhibitions or events - Ben Sherman has a high profile at fashion events and music events, for
example, sponsoring a series of live gigs to support new British music in collaboration with with
Gibson guitars and music channel MTV
sales promotions - such as discounts, money-off coupons or competitions
public relations - perhaps through press conferences or by participating in charitable events,
such as the Gibson Guitar auction for Nordoff Robbins charity
sponsorship - Ben Sherman sponsored the 'Best Breakthrough Artist' category at the 2007 Q
Awards
product placement - Ben Sherman gives clothes to famous people so that they create publicity
when they wear them. This is seen as an endorsement for the product. Amy Winehouse and Ricki
from the Kaiser Chiefs have been used to promote Ben Sherman products by wearing them at
high profile events and featuring in the printed press
branding - you can see the Ben Sherman brand in the layout and decoration of its stores, its
links to music, its advertising campaigns, packaging and point-of-sales displays
5.3. Advertising of international garments group (ZARA): Zara is a popular Spanish Garments
sector that uses a very clever marketing strategy to achieve its business goals. Consequently, Zara has
become Spain’s best-known fashion brand. Amancio Ortea Gaona started the company in 1963. A half a
century later, it has become own of the world’s fastest growing manufacturer of affordable Spanish
fashion clothing. Currently, there are over 2000 stores in 77 countries including China, and the numbers
are likely to double in the near future. In India, Zara started its operations in 2010. Ever since its debut,
it has been on a continuous rise and has crossed 500 crore milestone recently.
Promotion: The marketing expenses of Zara are much lower than the average fashion retailers. It does
not market itself as aggressively as others. However, that does not mean Zara has not focused at
marketing at all. It still markets its brand and products. A lot of marketing takes place through word of
mouth. Because of the large choice of styles and affordable prices, the brand loyalty is high. Zara has
kept its consumers happy. A lot of marketing takes place through its thousands of stores worldwide. The
customers visiting the stores which are mainly located at prime locations can select from thousands of
styles. The pricing and distribution strategy of Zara are actually an important part of its promotion
strategy. They have helped it achieve the image of an affordable and stylish brand. This has helped build
popularity. However, when it comes to promotion, the brand has used the other channels like social
media skilfully and effectively. So, people who believe that Zara does not market itself or promote its
brand may actually be wrong (Kalb, 2016).
After analyzing worldwide RMG’s sectors advertising and promotion, I may can reach on these
points.
Generating high quality advertisements in newspapers, radio, Television, not important at all as
the customers are not consumers, they are resellers.
Web/Internet communication with buyers extremely important, as the world is changing for any
kind of information customers do search on internet.
Highly skilled and knowledgeable sales person/sales representative who will communicate with
buyer extremely important.
https://www.ukessays.com/essays/marketing/zara-is-a-phenomenon-in-the-textile-industry-marketing-
essay.php acceedes 10 march 2020

Internship Report On Garments Sector

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Internship Report On Garments Sector

Загружено:

Авторское право:

Доступные форматы

Advertising & Promotion of Shuvo Fashion

Date: 9th April, 2020

Subject: Submission of Internship Report on “Advertising and Promotion of Shuvo Fashion CS

Subject: Declaration regarding the validity of Internship Report.

As a student of Bachelor of Business Administration (BBA) everyone has to conduct a practical

1.3. Scope of the study

1.4. Objectives of the study

1.4.1 Broad objectives

1.4.2 The specific objectives of the study are given as:

1.5. Limitation of the study

1.6. Methodology of the study

1.6.1. Ways of Data Collection

PRIMARY DATA SECONDARY DATA

1.6.2. Primary sources of data

1.6.3. Secondary sources of data

1.7.Significant of recent events:

Garmentech Bangladesh is an event which provides an international platform committed to Apparel

Corporate Decision makers

1.7.2.Dhaka International Textile & Garment Machinery Exhibition 2020, International

Corporate Decision makers

Company Name: Shuvo Fashion CS Knitting Apperal

Advising Bank: Islami Bank Bangladesh Ltd,

3.5. Knitting Unit:

1. Creative Sweater (pvt.) Limited.

SI. No Machine Name Brand Name Quantity

4.1. Marketing Activities of Shuvo Fashion are as follows

4.1.2. Product Strategy

4.1.3. New Product Pricing Strategy:

Figure : Direct marketing channel

4.1.3. Place/ Distribution

Some examples of distribution decisions include:

Figure : Distribution channel of Cotton Club BD Limited.

Functions of Distribution channel:

4.2. Promotional activities of Shuvo Fashion CS Knitting Apparels

Advertisements used by Shuvo Fashion are given as below.

c) Brochures and Catalogs

4.3.Types of Promotion Mix

9. Pricing Strategy as Part of Promotional Plan (Pricing Approaches)

Promotion: The purpose of promotion is to obtain and retain customers. It covers:

Вам также может понравиться