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MARKETING APPLICATIONS AND PRACTICES

MARKETING PLAN OF ALOKA EXPORTS

SUBMITTED BY:
ACHSAH THOMAS. KEVIN RAHUL. PRAJYOT KOTHARI. JIGNESH PATIL. BHAGYASHREE SRIVASTAVA. ASHA TILWANI.

SUBMITTED TO:
PROF.RACHANA PATNE.

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Executive Summary
Executive summary is the quick review of the project undertaken at Aloka Exports-Making waves in International Fashion. The following marketing plan forms the basis for the introduction of products by the Aloka Exports. The analysis allows us to outline the best strategies to follow for the achievement of the companys strategic goals. The project report consists of the competitors, company information, marketing, SWOT analysis, target market, positioning and marketing mix. The project was conducted on Aloka Exports which is located in MIDC area in PALGHAR. The study was done on various fields of Marketing, Finance, HR, Operations and Manufacturing. Few visits were conducted to collect information of its functioning. The objective of this study is to explore the untapped potentials which exist in the SME. The functioning of the SME, their transactions, their distribution channels was studied.

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Situation Analysis
Customer: Manufacturer and exporter of Ladies Garments and Accessories to different parts of the world.

International markets
15%

5%

20%

60%

60%-United Kingdom. 20%-United States. 15%-Asia. 5%-South-East Asia.

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International Clients: BANANA REPUBLIC GAP PEPE TARGET

Competitors: The one and only one major competitor of Aloka Exports is Pankaj Mercantile.

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Company: Aloka Exports core undertaking is to benefit everyone it reaches. Founded in 1980, they are the leading manufacturer, marketer, and distributor of Ladies Garments and Accessories that make up for our wide portfolio. The corporate headquarters are established in Dadar, and they are holding local operations in over 6 areas in and around Mumbai. From a humble origin in the year 1980, Aloka Exports has grown far and wide and established itself as a Manufacturer and Exporter of Ladies Garments at Palghar-MIDC. Year of Establishment: 1980 Nature of Business: Manufacturer and Exporter Number of Employees: 130 Turnover: Rs. 150 Crores) Challenges in Marketing One of the major challenges the company faces is competition. There are many big players in this industry. To compete with them is a difficult challenge as these players already has a good market share.

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Market Opportunity and Issues

The textile industry is characterized by a wide variety of companies ranging in size from the large companies such as to smaller specialty firms such as Aloka Exports. They get their raw materials from Raj Laxmi Mills located at Surat.

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Marketing Strategy
The firm conducts an internal meeting so as to decide the targets which have to be achieved. They also discuss upon the various ways and methods to analysis current market trends. They participate in various fashion shows all around the world and study the fashion requirements and accordingly prepare prototypes, which are in turn given to prospective customers. The customers then according to their needs give the order. The company then start the manufacturing process and after the manufacturing is done, it is packed and exported to the customers in international markets.

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SWOT ANALYSIS Strengths:

Fully integrated, self-reliant multiple facilities. Customized product development as per customer needs. Better process control with integrated units. Continuous R & D for better product development. Regular Trend analysis. Full-fledged In house Studio Facility. New York Office for representing interests in western countries.

Weakness:
All the machines and working units are not fully automated. Manpower shortage.

Opportunities:
Moment of pride: - The SME has been selected to manufacture 10 Lakh scarves for 2012 London Olympics.

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Threats:
Change in government policies. Global economic crisis.

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Webliography
http://en.wikipedia.org/wiki/Marketing_plan http://www.knowthis.com/principles-of-marketing-tutorials/how-to-write-amarketing-plan/
http://www.alokaexports.com

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