Effectiveness of Marketing Mix Strategy of Shuvo Fashion CS Knitting Apparel

Effectiveness of Marketing Mix Strategy of Shuvo Fashion
Effectiveness of Marketing Mix Strategy of

Shuvo Fashion CS Knitting Apparel
1
An Internship report on
“Effectiveness of Marketing Mix Strategy of

Shuvo Fashion CS Knitting Apparel”
Prepared By:
Safura Akter
ID No: 16200013 (Batch 7th )
Major in Marketing
Department of Business Administration
Ranada Prasad Shaha University
Prepared For:
Nusrat Gani
Lecturer
Date of Submission: 15/04/2020
2
Letter of Transmittal
March 30, 2020

Nusrat Gani
Lecturer,
Department of Business Administration,
Ranada Prasad Shaha University.
Subject: Submission of Internship Report
Dear Madam,
It is my great pleasure that I am going to submit the report on “Effectiveness of Marketing Mix
Strategy of Shuvo Fashion CS Knitting Apparel”.I have tried my best to follow your guidelines
in every aspect of planning and preparing my report. I have collected what I believe to be most
important information to make my report as specific & coherent as possible. I enjoy the challenge
of preparing the report as it has provided me with an opportunity to increase my understanding
about garments industry. I thank you for your guidance during the preparation of this report. I will
be grateful to you if you accept the report. Your support in this regard will be highly appreciated.
Sincerely yours,
Safura Akter
ID: 16200010
3
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 Nusrat Gani, Lecturer, 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.
4
Declaration of the Student
I do hereby declare that the work presented in this Internship Report titled “Effectiveness of
Marketing Mix Strategy of Shuvo Fashion CS Knitting Apparel ” is an original work done by
me under the supervision of Nusrat Gani, Lecturer, Department of Business Administration,
Ranada Prasad Shaha University, Narayanganj. No part of this report has been previously
submitted to any other University/ College/ Institution/ Organization for any academic certificate/
degree/ diploma/ qualification.
Safura Akter
ID No: 16200013
Batch: 7th
Program: BBA
Major in Marketing
Ranada Prasad Shaha University, Narayanganj
5
Supervisor’s Certificate
This is to certify that Safura Akter, ID No:16200010, Batch: 7th : BBA, Major in Marketing, Ranada
Prasad Shaha University has been completed in the practical Internship Program at the Shuvo Fashion,
Narayanganj Branch, and prepared this report on “Effectiveness of Marketing Mix Strategy of
Shuvo Fashion CS Knitting Apparel” Successfully with excellent performance under my
supervision.
I wish his every success in life.
Nusrat Gani
Assistant Professor
6
Chapter 1
7
1.1. Introduction
To acquire practical knowledge about real life situation each student of BBA Program Ranada Prasad
Shaha University has to carry out an internship program. For this reason, the internship placement
committee had placed me for internship program at Shuvo Fashion CS Knitting Apparel for a period of
three months duration. I have tried to get an insight about the Shuvo Fashion CS Knitting Apparel, so
that I can get an overall idea about the measures taken to ensure efficiency, steps taken to ensure
quality of raw materials, reduce cost while maintain quality of products and services. This research
will help to develop the concept about the various aspects of the organizational structure, success &
amp; marketing process of the garments industry. This case study will help me to analyze the various
concept of marketing, formal hierarchy, standardized export policies & rules, organizational
network, various types of approaches to make profit, decision making in stable & unstable
situation, how to improve the quality of products & the production process which will enrich my
experience for my future career.
1.1. Purpose of the Study
The purpose of the study is to apply the theoratical knowledge into the real life knowledg through
identifying that how much effective the marketing mix of Shuvo Fashion CS Knitting Apperal.The
reaearch is consists with 4p of marketing mix. This research will explain the 4p of Shuvo Fashion CS
Knitting Apperal and will measure their effectivness.
1.2. 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.
1.3. Objectives of the Study
 To determine the effectiveness of the marketing mix strategy in Shuvo Fashion CS Knitting
Apparel
 To identifying those areas in the organization where improvement is necessary.
 To evaluate the product strategy of Shuvo Fashion.
 To identify the pricing strategy of the Shuvo Fashion.
 To identify promotional strategy of Shuvo Fashion.
 To identify SWOT analysis of Shuvo Analysis.
1.5.Limitations of the Study I have encountered many problems. The limitations of the report
8
includes the following

 Lack of time: One of the major limitations of the study was limited time. Because in this short
time one intern student had to both attend the office. For the scarcity of time i could not
communicate largely with concern persons and authority which would be very helpful for
preparing the report could be made much more comprehensive.
 Insufficient Knowledge: Insufficient knowledge about RMG sector caused hamper in the long
run.
 Improper data: The secondary data that have been observed was in a form which was not helpful
for this study.
1.6.Methodology of Information Collection
Data Source: In order to make the report more meaningful and presentable, two sources of data and
information have been used widely.
SOURCE OF DATA
PRIMARY DATA SECONDARY DATA
1.3.1. Primary sources of data

 Questionnaire survey
 Face to face conversation with the company officers and staffs.
 Exposure on different desk of the organization
 Interview officer staffs.
1.6.2. Secondary sources of data

 Annual report of Shuvo Fashion CS Knitting Apparel
 Different manuals of Shuvo Fashion
9
 Brochures of Shuvo Fashion

 Websites of Shuvo Fashion
1.7.Significant recent events of the Study
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.
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.
10
Chapter 2 (literature review)
11
McCarthy’s marketing mix has been widely adopted through time by managers and academics,
becoming a key element of marketing theory and practice. This wide diffusion may be justified on the
basis of its simplicity of use and understanding which makes it a useful tool both for marketing
decisions and teaching. (Grönroos, 1994; Yudelson, 1999; Jobber, 2001). The concept of marketing
mix is considered in the Managerial School of Marketing (MSM) (Sheth et al., 1988) as an operative
tool to achieve marketing objectives, in particular as a formula for those marketing factors that can be
controlled by the enterprise in an uncontrollable competitive environment (Varaldo, 1996). As the
MSM evolved through various stages in time, from the marketing concept of the 1970’s, through the
introduction of Total Quality Management in the 1980’s (Yudelson, 1999), and relationship marketing
in the 1990’s, to today’s adaptation to the digital context, the marketing mix has always been matter of
discussion, both between managers and academics. There is no doubt that the changes in the social
and economic environment, and the consequent transformation of the competitive arena, have a strong
impact on the marketing mix. The digital context, in particular, is where the original version of
marketing mix shows major limitations.
Lawrence et al. (2000) propose to add to the traditional 4 Ps’( Price, Place, Promotion,Product) mix
other two Ps, which have been debated in the marketing mix literature since several decades: people
and packaging.
Price. The price should be redefined as everything given by the acquirer in terms of money, time and
effort given to obtain the product (Yudelson, 1999). From the consumer’s perspective, the main
benefits of the Web concern the reduction of information asymmetries that allow the consumer to
compare prices in real time and gain more transparency (Bhatt & Emdad, 2001). Moreover, the
implementation of Artificial Intelligent Agents enable to make automatic and tailored comparisons of
prices and features, reducing the price in terms of time and effort (Dominici, 2008a). From the
producer’s point of view, Internet makes it possible to modify prices in real time; this could lead to
dangerous price competitions (Allen & Fjermestad, 2001) with the consequent reduction of profit
margins. To avoid this, online communication must be directed towards qualitative aspects and
differentiation attributes of the product.
Place. Can be defined today as: everything that is done and necessary to smooth the process of
exchange (Yudelson 1999). The application of this definition to the digital context urges to add the
element of purchasing process as a key feature of place within the mix. The process must be smooth
and easy, while building relations with customers at the same time. The physical place becomes virtual
and includes intangible aspects of transaction. Bhatt & Emdad (2001) underline that the main
contribution of Internet to business is not the mere possibility of selling products online, rather its
capability of building relations with customers. The interactive capabilities of Internet allow the
implementation of more efficient and effective systems of digital Customer Relationship Management
(e-CRM). Internet enables to obtain information which can be used to manage customers, thanks to the
12
data gathered through the registration of users to the company’s Web page and the online purchase
data for each customer. This helps to maintain the service level and improve the management of the
customer portfolio (Fjermestad & Romano, 2003; O’Learly et al., 2004).
Promotion. Can be redefined in order to include: all of the information that is transmitted among
parties (Yudelson, 1999). This definition includes also the interactive aspects of digital
communication. The Internet is different from other mass communication media (Morris & Ogan,
1996). Infact, while it is surely a medium which can reach a numerous and dispersed audience, it
differentiates itself from the other media regards interactive and multimedia features. Hoffman &
Novak (1997) point out that, in the Web environment, the one-to-many concept loses its cogency,
while the new many-to-many paradigm takes its place. Personal interaction allows to issue messages
directed to a specific individual with a degree of flexibility which no other media can be capable of
(Bhatt & Emdad). This also makes it possible to hit the target while he/she is in a situation of relax and
confidence (defined as “low involvement” by Krugman, 1965) similar to that of television, but with
higher informative capability, due to the multimedia features of the Web communication. The aim of
online communication is not just to advertise a product, but to built a purchase relation and create a
perception of trust in the customer. Interaction, multimedia and relationship should be included as
elements of the P of promotion.
Product. The product should nowadays be redefined as: all the benefits through time that the user
obtains from the exchange (Yudelson, 1999); this definition applies to the digital context. From the
supply side, product policies can gain great benefits from the capability of Internet to engage the
consumer in long term relationships that lead to the development of new products. The interactive and
connective potential of Internet leads to a new product concept: the “virtual product” (Valdani, 2000;
Pastore & Vernuccio, 2004). The virtual product is seen as the union of tangible and intangible
aspects, which is adapted and personalized according to the variety and variability of individuals’
preferences by customizing the product with the active help of consumers (von Hippel, 2005;
Dominici, 2008b). A product can be delivered from producer to consumer in digital form (mp3 for
music, avi for movies, pdf for books and magazines, and so on) thus contextualizing their fruition in
the digital framework (Pastore & Vagnani, 2000). From the demand side, the capability of retrieving
information plays a key role (Smith & Chaffey, 2001).
13
Chapter 3
Company Profile
14
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
15
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 Organogram of Shuvo Fashion CS Knitting Apparel

3.6. Customers
Customer Country
VEGOTEX BELGIUM
VERBURGT FASHION NETHERLAND
A. B. FILIP HOLM SWEDEN
CHARANGA SPAIN
MONTI CARLO ITALY
DICKIES U.K
N.K^D GERMANY
TRADHELS.A ITALY
AUSPORT CLOTHING PTY LTD. AUSTRALIA
16
ALEX FOX CZECH REPUBLIC

TEXTIL KRARNTNER GMBH GERMANY
EMKAY INDUSTRIES (HK) LTD. KOWLON,HONGKONG
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.
9. S.R Apparels Limited.
10. Fakir Group Limited.
11. Dress Up Limited.
12. Valley Design Ltd.
13. Zara Fashion (bd) Ltd. and so on.
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 & Juki 24 pcs
17
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. ltd. 12 sets
Total machinery= 168 sets
Printing Capacity: 5000 Pcs per Day
3.9. 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
.
3.10. 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.
Dye molecules are organic molecules which can be classified according to the causing part of the color
are listed below:
 Anionic: In which the color is caused by the anionic part of the dye molecule.
 Cationic: In which the color is caused by the cationic part of the dye molecule
 Disperse: In which the color is caused by the whole molecule.
18
Chapter 4 (Analysis Of the Topic)
19
4.1.Marketing Mix
The definition of marketing mix is simple. It is a marketing tool that combines a number of
components in order to strengthen and solidify a product’s brand and to help sell the product or
service. Companies have to come up with strategies to sell their products, and coming up with a
marketing mix is one of them. It was in the late 1940s when the term “marketing mix” first emerged.
Marketer E. Jerome McCarthy came up with the first of the theories for marketing mixes.
This was called the Four P’s, representing product, price, promotion and place. In the 1990s, however,
the definition of marketing mix became the four C’s.
These four C’s vary but are based on either Lauterborn’s theory (consumer, cost, communication,
convenience) or Shimizu’s theory (commodity, cost, communication and channel). Most recently, a
new theory was proposed: people, processes, programs and performance.
All these components are considered part of the marketing mix theories because the creator of the
theories believes that these are things that companies have to consider when marketing their product or
service.For example; in the Four P’s, when looking at “product,” the company has to consider the type
of product, the life cycle, and having a product mix. When talking about “price”, the company has to
look at the perceived value of the product or service and adjust their prices to fit their target market.
20
The 4 C’s are similar to the 4 P’s, with place corresponding to convenience (the distribution of the
product, where and how it is sold) and promotion corresponding to communication.
Promotion/communication is where the seller creates a dialogue with customers via advertisements,
press releases, personal selling, direct mail, etc.
To use any marketing mix, all you need to do is consider the criteria in relation to your product or
service, your company, and your customers.
4.2 .Marketing Mix of Shuvo Fashion CS Knitting Apparel
21
Product
Design
Features
Packaging
Services
Promotion Price
Personal Selling Least Price
Sales Promotion Allowance
Payment Period
Marketing Mix Returns
Place
Channels
Assortment
Location
Inventory
Logistics
Figure 3.6: Four P’s of Marketing Mix
4.2.1 Product:
22
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:
 Design
 Features
 Packaging
 Services
23
4.2.2 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. Shuvo Fashion 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:
Shuvo Fashion 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. Shuvo Fashion 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.
24
4.3.3 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
plier duce
r
Buyer
Figure 3.5.3: Direct marketing channel
Generalized System of Preferences (GSP)

The GSP or Generalized System of Performance is the system for the manufacturers of the yarn in the
own country to have the bond or duty free advantage. To get the GSP facility the copy of UD
(Utilization Declaration) and UP (utilization Permission) is necessary.
4.3.4 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.
 Allowance.
 Payment Period.
 Returns.
Pricing strategy:
25
Normally Shuvo Fashion Ltd determine its products price based on cost. At first Shuvo Fashion Ltd
determine per unit cost of its product, and then add 15% mark-up on product. To determine the
product price Shuvo Fashion Ltd 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 Ltd also provides high quality product at low price than other competitors do.
However, Shuvo Fashion Ltd 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.
4.3.5 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
 Location
 Inventory management
 Logistics
4.3.6 Distribution Strategy

 The Fatullah Fashion Ltd 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
26
4.3.7 Distribution channel
fatullah
Fashio Buying
n ltd House
Buyer/Customer
Figure 3.5.7: Distribution channel of Fatullah Fashion Ltd.

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
The distribution channels of Shuvo Fashion are.
 Channels
 Location
 Inventory
 Assortments
4.3.8 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:
 Advertising.
 Personal Selling.
 Sales promotion.
27
 Public relations.
 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. Fatullah Fashion Ltd. communicates with their
customer through ….
 Personal Selling
 Sales Promotion
4.4. Market Segmentation

Fatullah Fashion Ltd offers different types of product. These products shows the potential in each
segment define by the company. They clearly took at the nature and extent of diversity of buyers needs
and wants in a market. This thing offers a great opportunity for Fatullah Fashion Ltd to focus its
business capabilities on the requirement of one or more groups of buyers.
4.4.1 Demographic Segmentation:
This segment involves categorization of customers based on factors such as age, income, family size,
gender, education, nationality, race, etc.
4.4.2 Geographical Segmentation:

As we already read above, segmentation based on the region is important while dealing with specific
products like desert coolers, fur coats, blankets, snow boots, raincoats, etc. the climatic conditions will
determine one's target area.
4.4.3 Behavioral Segmentation:

This form of segmentation clubs factors like brand loyalty and value of quality. For example, several
IT companies market their products specifically to customers loyal to their products. Then again,
certain companies target their high scale products to people who cherish value and are ready to shell
out extra cash for valuable pieces.
4.4.4 Psychographic Segmentation:

28
This type of categorization involves clubbing of people's interests, life styles and personalities.
29
Chapter 5
(Analysis of Secondary Data)
30
5.1. Effectivesness of Marketing Mix of an International Apparel
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.
Throughout the years high profile customers include musicians, models, actors and bands, such as
Blur, Oasis and the Kaiser Chiefs. The growth of the brand can be traced through changes in musical
taste and this is a key part of Ben Sherman's marketing strategy. Ben Sherman has developed a
balanced marketing mix. This is often referred to as the 4 P”s - product, price, promotion and place.
By getting the mix right, the company ensures that its products reach the market segments it is aiming
the brand at. This approach helps the business remain competitive and extends its market share and
influence.
5.1.1. Product: To achieve both, the company produces a wide product range that appeals to all its
target market segments. The range includes casual clothes, formal wear, denim, footwear and lifestyle
accessories, such as underwear, watches, bags, belts and fragrances. A strong brand image ties the
product range together. Each collection has an umbrella theme. In 2007, the product theme was 'This
Sporting Life' and the marketing theme was 'British music and style'.
Product life cycle: Ben Sherman uses major fashion shows to launch its collections to the press. The
fashion year has two cycles the spring/summer season and the autumn/winter one. The fashion
industry is highly competitive and fast-moving. Fashion products tend to have a short life cycle. This
means the time between the launch of a product and the point at which that product is 'mature' is very
quick. Competition amongst fashion retailers forces businesses to refresh their ranges a number of
times in a year. This topping-up modifies the product as it reaches the maturity stage. The boost of a
new product or style then extends the life of the range.
Products need refreshing to avoid the dip in sales during the Saturation stage of the life cycle which
could result in an early decline. The additions and changes help sales rise again, earning extra sales
revenue and profit, as well as maintaining the Ben Sherman brand in the market.
5.1.2.Price: Ben Sherman has to assess which markets its products are aimed at and set a price to
match. There are a number of pricing strategies that a business can use for its products including:
 cost based pricing where the selling price is set to cover the cost of manufacture.
 market orientated pricing.
Market orientated pricing covers several different approaches:

31
 market penetration, where a new product is priced low to attract a high volume of sales
 market skimming where a new product has premium pricing to give high revenues whilst the
product is unique in the market
 premium pricing, where there is a uniqueness and exclusiveness about the product so that it can
command a high price
 economy pricing, which tends to be for no-frills, basic products, where the cost of manufacture and
marketing are kept to a minimum.
The price of a product relates to its perceived value. Lower priced items will expect a higher volume of
sales, whilst fewer sales of luxury products may achieve the same revenue through higher pricing.
A 'product map' shows where products are positioned in the market. Each product type behaves in a
different way. Customers are willing to pay more for 'aspirational' products, such as designer wear.
These products or brands show that those who own or wear them have a degree of success in their
lives. These brands are not price sensitive, as people are willing to pay premium prices for
individuality or for the latest styles.
Low price brands often copy the market leaders and may be generic own brands, such as those
produced by supermarket chains. The main purpose of price here is to indicate value for- money and
such brands do not expect customers to show loyalty.
Ben Sherman produces mostly medium-price range products. Its position in the market for clothing is
shown on the product map diagram. The mix of product and price is clearly evident here. These brands
are identifiable by their quality and style.
Ben Sherman uses brand identity images like the plectrum logo and the Ben Sherman script label in
subtle ways. Its products are good quality and individually styled and therefore the price reflects this.
There is a relationship between product quality and price (revenue per sale). The pricing also impacts
on the level of sales.
5.1.3. Place: This refers both to the places where Ben Sherman products may be bought and to the
channels of distribution used to deliver the products to these places.
Place is not always a physical building such as a retail outlet or shop, but includes any means by which
the product is made available to the customer. A business has to balance getting enough of its products
to its target customers against the problems or costs of distributing them. For a premium or luxury
brand, making the products too easily available might reduce the perceived value of the brand. This
illustrates the need to select carefully how the marketing mix is put together to match the product to
the needs of the target market.
Ben Sherman limits where its products are sold and keeps a tight rein on how they are sold and its
distribution channels. This creates a unique Ben Sherman experience wherever customers buy its
products.
Distribution channels
32
Ben Sherman uses three traditional distribution channels. Each has distinct characteristics and different
strengths and weaknesses:
its own stores - where the brand is strongest, but requires investment in property, stock and sales
people
independent fashion stores - whilst offering a unique or more specialised sales channel these outlets
carry limited amounts of stock. Also, the costs of processing, e.g. for delivery and administration, are
relatively higher for smaller orders.
department stores - will buy centrally but may want discounts if they order in bulk, reducing Ben
Sherman's profitability.
Ben Sherman works in close partnership with department stores, creating 'shop-in-shops' a unique
concept where the customer feels that they are in a Ben Sherman store. The store shares its marketing
information about what types of customers are purchasing and which products are most in demand.
This enables Ben Sherman and the department store to provide the relevant stock to maximise revenue.
Ben Sherman also uses newer channels of distribution. It relaunched its website
www.bensherman.com in February 2007 to provide a more interactive experience for customers to
encourage them to spend more time on the site and shop:
The site provides an online ordering service.

 It offers news updates for customers on the latest Ben Sherman products.
 The website helps to create an online 'community' of people who like Ben Sherman products.
 It gives relevant context for Ben Sherman products by providing video and music links, for
example, the top 10 records of the 1970s.
 This helps to build the brand philosophy and values. The company sees its online services as
particularly important in reaching customers now and in the future.
5.1.4.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:
33
 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
5.2. Marketing mix of Zara: Zara is a popular Spanish clothing store 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.
In a very short span of time, Zara has become a well-known name in the world of fast fashion. The
reasons are affordability and style. While Zara is known for latest styles, it is also known for
affordable fashion. Most people love designer clothes but hesitate to buy them because of their hefty
price tags. Zara has bridged this gap for the mid level consumers. It brings the same designs at lower
prices quick to the market. The result is higher sales and a larger market share. However, the brand is
not known to market itself the way the other brands do. Again, it has cleverly used a strategy that
differentiates it from other brands and helps find higher visibility, popularity and brand loyalty. Based
on lower prices and sufficiently good quality, Zara has been able to win loyalty quick. It does not
invest as aggressively in marketing itself and yet the brand does its marketing in ways that might not
be easily evident. It has used its positioning and pricing scheme in a manner that differentiates it from
the others. The focus is on building brand loyalty through affordability. However, if the focus was
only on affordability, Zara would not have been as popular as it is. The reason its popularity kept
climbing is because of its focus on style. Zara brings the latest designs and its fashion cycles are also
34
shorter. It means fashion does not last here forever. A style that can be found this week will not be
there two or three weeks later. This gives rise to a sense of urgency among the buyers and thus leads to
higher sales.
Zara Marketing Mix: 4P’s
5.2.1. Product: Zara is fast fashion brand – a maker of apparel that has earned a lot of growth and
reputation in a short period. It identifies the latest trends in fashion and brings them quick to its stores
at reasonable prices. However, the products can be different from market to market which is because
Zara does its research before releasing any product in the specific markets world over. It sells products
that suit the local culture and people’s taste. It is best known for its latest styles and trending designs.
5.2.2. Place: Zara has spread to several nations with its more than 7000 stores (Fortune, 2016). Its
7000th store opened in Hawaii in 2015. Apart from its stores, it also sells online. However, online
sales have not been expanded to all markets and are limited to specific ones. In India, people cannot
shop from its website but still can check the latest designs and trends on its official website. Now, Zara
is looking to grow its online sales further.
5.2.3. Price: The pricing strategy of Zara is focused at the average shopper that wants the latest in
fashion at affordable prices. Zara is a fast fashion brand selling affordable clothing. Its apparel is
priced to cater to the price sensitive consumers who want latest fashion but not at high prices. The
affordable pricing strategy has helped it address the needs of a very large consumer segment. Latest
fashion at affordable price is highly popular among the millenials. This type of pricing strategy has
also helped at two other points. It has helped create a unique brand image and grow market share
faster.
5.2.4. 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).
5.3. Standard Makrketing Mix in the overall Apparel Industry: Global marketplace is going
through drastic changes and industry players find their marketing playbook becoming obsolete. Market
today consists of hundreds of salesmen, all pushing their products which are similar in nature and
shoppers keep moving from store to store, bargaining. The prices fall eventually, a decision taken by
the business owners hoping for a lasting relationship with the consumer. There is an increase in the
amount of disposable income of the people, and media has created a change in their lifestyle. Despite
consumers tend to spend more, marketers are finding it difficult to maintain or increase their wallet
share due to globalization and cut-throat competition.
35
Price: In case of apparels, especially in fashion, price is not of big importance. Gone are the times
when companies competed on price. Service is the key today which will shift to focus on personality
in the future. Innovative designs are no longer a competitive advantage. New sketches are transformed
into garments and make their way in store shelves within a span of three weeks. New disposable
fashion has shortened the product development cycle from 16 months to 20 days.
Promotion: In integrated communication is as essential part of the marketing mix. This is even more
important for clothing industry as communication is a critical tool in creating an impression in the
minds of the consumers. An apparel, to become acceptable by public must first be adopted by a group
which has acknowledged respect in the society. Celebrities are the most influential people who can
influence public opinion. CPR (Consumer Personal Reference) marketing refers to the process of
marketing where a customer publicizes a brand by accepting the product and spreading the trend by
word of mouth.
Product: Product not only refers to tangible items but also to intangible attributes such as brand name
and customer service. Earlier it was believed that a good product will sell itself. In todays competitive
market, there is no such commodity as bad product. So, manufacturers must focus on creating a
product or service that will satisfy the demands of the consumers. The product characteristics must be
defined with functionality, quality, appearance, brand service, support and warranty.
Place: Apart from price and quality, the place of distribution must also be taken into consideration
while creating a right marketing mix, as the apparel industry is primarily based on perception. Store
designs must be deployed to create an elegant atmosphere emphasizing a brand image and reflecting
current trends. Focus must also be kept on the distribution processes and partners, without which even
excellent products will fail. Big revolutions in business have come about by changing place. Location,
logistics, channel motivation, service levels, and channel members must be taken into consideration.
Good marketing mix is like an appetizing food recipe. The key for a successful strategy is the right
combination of ingredients to get the right taste of food. The key ingredients of a successful marketing
mix modeling such as product, price, place, and promotion needs to be combined in the right way, and
in the right time for an appropriate marketing of a product.
36
Comparative Analysis of RMG’s Marketing Mix and Shuvo Fashion CS Knitting Apparels’s
Marketing Mix
Product:Variety, Quality, Design, Featues, Brand name, Functionality, Packaging, Warranty, Follow
the changing trend, Support
Shuvo Fashion: Design, Features, Packaging, service, Quality
Promotion: Advertising, Public Relations, Message, Media, Budget, Personal Selling, Public
Relations, Digital Marketing
Shuvo Fashion: Personal Selling, Sales Promotion
Price: List Price, Discount, Allowances, Leasing option, Credit Terms, Seasonal Price, Credit Terms,
Seasonal Terms
Shuvo Fashion: Least Price, Allowances, Payment Period, Returns
Place: Market Coverage,Channels, Assortments, Location, Inventory, Transportation, Channel

Members, Logistics, Service Level
Shuvo Fashion: Channel, Assortments, Location, Inventory
37
https://businesscasestudies.co.uk/using-the-marketing-mix-in-the-fashion-industry/
https://www.marketing91.com/marketing-mix-zara/
https://www.fibre2fashion.com/industry-article/4597/applying-marketing-mix-modeling-in-the-
apparel-business
Source: 1. http://www.huffingtonpost.com/ira-kalb/if-you-think-zara-does
38
39

Effectiveness of Marketing Mix Strategy of Shuvo Fashion CS Knitting Apparel

Uploaded by

Copyright:

Available Formats

Effectiveness of Marketing Mix Strategy of Shuvo Fashion CS Knitting Apparel

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Effectiveness of Marketing Mix Strategy of Shuvo Fashion CS Knitting Apparel

Uploaded by

Copyright:

Available Formats

Effectiveness of Marketing Mix Strategy of Shuvo Fashion

Effectiveness of Marketing Mix Strategy of

“Effectiveness of Marketing Mix Strategy of

Date of Submission: 15/04/2020

March 30, 2020

Subject: Submission of Internship Report

Declaration of the Student

Ranada Prasad Shaha University, Narayanganj

I wish his every success in life.

1.1. Purpose of the Study

1.2. Scope of the Study

1.3. Objectives of the Study

includes the following

1.6.Methodology of Information Collection

PRIMARY DATA SECONDARY DATA

1.3.1. Primary sources of data

1.6.2. Secondary sources of data

 Brochures of Shuvo Fashion

1.7.Significant recent events of the Study

1.7.1. International Convention City Bashundhara (ICCB), Bashundhara Convention Center

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

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

Chapter 2 (literature review)

Company Name: Shuvo Fashion CS Knitting Apperal

Advising Bank: Islami Bank Bangladesh Ltd,

Worker & Employee: 318 Person

3.5 Organogram of Shuvo Fashion CS Knitting Apparel

ALEX FOX CZECH REPUBLIC

1. Creative Sweater (pvt.) Limited.

SI. No Machine Name Brand Name Quantity

1 Plane Machine Juki & Brother 58 pcs

8 Flat Lock -Back Tape Pegasus I Pc

12 Button Machine Brother I Pc

13 Rib Cutting machine DIVA 2 pcs

14 Fabric Cutting Machine K.M 2 pcs

3.9. Knitting Unit

Chapter 4 (Analysis Of the Topic)

4.2 .Marketing Mix of Shuvo Fashion CS Knitting Apparel

Figure 3.6: Four P’s of Marketing Mix

4.2.2 Product Strategy

4.3.3 New Product Pricing Strategy:

Figure 3.5.3: Direct marketing channel

Generalized System of Preferences (GSP)

4.3.5 Place/ Distribution

4.3.6 Distribution Strategy

4.3.7 Distribution channel

Figure 3.5.7: Distribution channel of Fatullah Fashion Ltd.

4.4. Market Segmentation

4.4.2 Geographical Segmentation:

4.4.3 Behavioral Segmentation:

4.4.4 Psychographic Segmentation:

5.1. Effectivesness of Marketing Mix of an International Apparel

Market orientated pricing covers several different approaches:

The site provides an online ordering service.

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

 sales promotions - such as discounts, money-off coupons or competitions

Zara Marketing Mix: 4P’s

Shuvo Fashion: Design, Features, Packaging, service, Quality

Shuvo Fashion: Personal Selling, Sales Promotion