A PROJECT ON RETAIL

MARKETING MIX AND STORE

LAYOUT OF RAMRAJ COTTON ,
THIRUVANMIYUR RETAIL
OUTLET

BY ,

19/PCMA/140
INTRODUCTION:

Retail mix is the sale of goods and services from individuals or businesses to the end-user
called the customer. Retailers are the integral part of a system called the supply chain
which carries goods from the producer to the target market. A retailer purchases goods or
products in large quantities from manufacturers directly or through a wholesale, and then
sells smaller quantities to the consumer for a profit. Retailing can be done in either fixed
locations like stores or markets, door-to-door or by delivery. Retailing is the process that
the retailer adopts in selling the products including subordinated services, such as delivery
and installation.

The term “retailer” is also applied where a service provider services the needs of a large
number of individuals, such as a public. Shops may be in residential streets or in a
shopping mall.. Sometimes a shopping street has a partial or full roof to protect customers
from precipitation. Online retailing, a type of electronic commerce used for business-to-
consumer (B2C) transactions and mail order, are forms of non-shop retailing.Shopping
generally refers to the act of buying products by a consumer. Sometimes this is done to
obtain necessities such as food, clothing and other daily necessities; sometimes it is done
as a recreational/ social activity.

Recreational shopping often involves window shopping (just looking, not buying) and
browsing and does not always result in a purchase.
Retail comes from the Old French word tailler, which means “to cut off, clip, pare, divide”
in terms of tailoring (1365) and prefix with reand the verb tailor meaning “to cut again”. It
was first recorded as a noun with the meaning of a “sale in small quantities” in 1433 (from
the Middle French retail, “piece cut off, shred, scrap, paring”).[Like in French, the word
retail in both Dutch and German also refers to the sale of small quantities of items..
Evidently, retail trade is one that cuts off smaller portions from large lumps of goods. It is
also a process through which goods are transported to final consumers.

In other words, retailing consists of the activities involved in selling directly to the
ultimate consumer for personal, non-business use. It embraces the direct-to-customer sales
activities of the producer, whether through his own stores by house-to-house canvassing or
by mail-order business.
Manufacturers engage in retailing when they make direct-to-consumer sales of their
products through their own stores (as Bata and Carona shoe company, D.C.M. Stores,
Mafatlals and Bombay Dyeing) by door-to-door canvass, or mail order or even on
telephone. Even a wholesaler engages in retailing when sells directly to an ultimate
consumer, although his main business may still be wholesaling.
A retailer is a merchant or occasionally an agent or a business enterprise, whose main
business is selling directly to ultimate consumers for non-business use. He performs many
marketing activities such as buying, selling, grading, risk-trading, and developing
information about customer’s wants. A retailer may sell infrequently to industrial users,but
these are wholesale transactions, not retail sales. If over one half of the amount of volume
of business comes from sales to ultimate consumers, i.e. sales at retail, he is classified as a
retailer. Retailing occurs in all marketing channels for consumer products.

IMPORTANCE OF RETAILING

International trade and commerce has existed for centuries and played a very important
part in the World History.

However International Retailing has been in existence and has gained ground in the past
two to three decades. The economic boom in several countries, coupled with globalization
has given way to Organisations looking at setting up retailing across borders.

The advent of internet and multimedia has further changed the dimensions as far as
Retailing is concerned. The retailer is an intermediary in the marketing channel because he
is both marketer and customer, who sells to the last man to consume. He is a specialist
who maintains contact with the consumer and the producer; and is an important
connecting link in a complex mechanism of marketing.

Though producers may sell directly to consumers, such method of distributing goods to
ultimate users is inconvenient, expensive and time consuming as compared to the job
performed by a specialist in the line.

Therefore, frequently the manufacturers depend on the retailers to sell their products to the
ultimate consumers. The retailer, who is able to provide appropriate amenities without an
excessive advance in prices of goods, is rewarded by larger or more loyal patronage.
COMPANY PROFILE:

Ramraj Cotton was set up in 1983 is a star production house of Dhotis, Shirts, Inner
Wears, Knit Wears, fabrics, Kids &  Women’s Collection.  Ramraj Cotton is giving the
value addition to the life style of every Indian.

The company is located in Tirupur, the hub of Indian knit garment industry near to the
textile city of Coimbatore in Tamilnadu, the southern state of India.The company is
constituted by the enterprising technocrat Shri.K.R.Nagarajan. He has provided the vision
continually and is the reason behind the growth of RAMRAJ Cotton.

The company has the dedicated, dynamic and experienced management and staff who
keep the company in elevation always. The company started with the wide exposure of
dhotis, marketing them as the Indian cultural style and to reach from town to villages.

Ramraj cotton is one of the India's largest Manufacturer, Supplier and Exporter of
Cotton,Silk and Linen Shirts and Dhotis and Inner wears for Men and Kids. Saree ,
Leggings and Inner wear for women. We also do Towel, Hand-kerchiefs,T-shirts, Bed
Spreads ,Hammock. And specialize in pure white Shirts and Dhoti. Ramraj Cotton was
established in 1983, engaged in business with Indian and International markets for giving
quality and valuable products to the Indian lifestyle.

Ramraj engages 4,500 workers to convert 2.5 lakh metres of cotton yarn into dhotis,
shirts and innerwear every day. It sources over 2,000 varieties of cotton once a year to beat
cotton price fluctuations.

Ramraj Cotton now manufactures 2,500 different types of dhotis. They recently organised
a fashion show where all models were dressed in the signature white shirt and dhoti at a
popular hotel. In 2009, the Federation of Tamil Sangams of North America (FeTNA) in
Atlanta had 700 men and women dressed in Ramraj dhotis, salwars and saris.

Plans are afoot to set up dealer outlets in North India, and also export the apparel in the
near future. Ramraj will be opening its 39th outlet soon.

Social responsibility :
He brings out a monthly magazine Venmai Ennangal, which focuses on contemporary
social issues. The latest publication talks about teenagers and how they can cope with the
distractions and uncertainties in their lives.

Ramraj Retail World

Ramraj cotton has 100 plus Exclusive Showroom across length and breadth of South India
Tirupur based Ramraj Cotton, a producer of shirts, dhotis and innerwear, intends to invest
one billion rupees for setting up a new weaving unit in Sankagiri in Tamil Nadu during
this year. The Group currently operates five production facilities at Erode, Tirupur,
Bangalore, Madurai and Coimbatore and has invested three billion rupees in these
facilities so far. According to K R Nagarajan, Founder and Chairman of Ramraj Group,
the new facility would have a capacity to produce 1,50,000 metres of fabric per day. The
proposed amount for investment would be raised from internal accruals, he added. The
existing capacity of the group stands at 20,000 shirts, 1,00,000 pieces of innerwear and
2,50,000 metres of fabric per day. The company looks forward to achieve an overall
turnover of Rs. 10 billion by next year. Shipping its goods to Singapore, Mauritius, Dubai
and Malaysia, the firm earns 5% of its overall revenues from exports. The Group is now
planning penetration in northern and western states over the next two years.
Ramraj Cotton had a traditional brick and mortar business model for the past 30 years. We
transformed their business by creating a digital store for them to sell worldwide. This
transformation to digital helped them reach out to 12,000 plus customers in two years. The
business volume increased to 24 million.

Chain Stores or Multiple Shops:

Ramraj cotton store in thiruvanmiyur is a chain store .A chain store system consists of
four or more stores which carry the same kind of merchandise are centrally owned and
managed and usually are supplied from one or more central warehouses. A chain store is
one of the retail units in chain store system. Chains have been interpreted as a group of
two or more reasonably similar stores in the same kind or field of business under one
ownership and management, merchandised wholly or largely from central merchandising
head quarters and supplied from the manufacturer or orders placed by the central buyers.
In Europe, this system is called as Multiple Shops and the American call it as “Chain
Stores”. Under the multiple or chain shop arrangement, the main idea is to approach the
customers and not to draw the customers as it as is practiced in the case of department
store. In order to draw more customers, attempts are made to open a large number of
shops in the same city at different places. Fundamentally, they specialize in one product
but with all its varieties or models. Ramraj cotton has 100 plus Exclusive Showrooms
across length and breadth of South India.

Advantages of Chain Stores or Multiple Shops:

 Lower selling prices. This is mainly possible due to economy in buying operation.
 Economy and advertising. Common advertisements covering all the units are
feasible and this reduces advertisement expenditure.
 Ability to spread risks. Unlike the department store the principle here is not to “lay
all the eggs in one basket”. By trail and error, a unit sustaining losses may be
shifted to some other place or even dropped.
 There is flexibility in working.Since it works only on cash basis, bad debts as well
as detailed accounting processes are avoided.
 Central and costly locations are not essential.

Limitations of Chain Stores or Multiple Shops:

 Lower price is a false claim. According to Stanton “Price Comparison is not
possible, as such stores are handling only limited items”.
  Inflexible in practice. Multiple shops deal in standardised products only-which
creates inflexibility in offering wide varieties.
 Personnel Problems. Being a large organisation, it is always susceptible to
problems associated with large scale business.
 Poor public image. Various consumer services such as credit facility,door delivery
etc. are completely absent in chain store. The present day consumers prefer to have
more services than quality in addition to desiring low prices.

THE 4PS AND 7PS OF MARKETING MIX :

 These are the key elements that must be united to effectively foster and promote a brand’s
unique value, and help it stand out from the competition.

1. PRODUCT :

A product refers to any item that intends to satisfy the needs and wants of a target
customer. It can be a tangible good, such a clothing item or piece of software, or
intangible, like a service or experience (think legal services or a cruise).

Marketers must always have a clear concept of what their products stand for, and what
differentiates them from the competition, before they can be marketed successfully.
Today, the internet can be considered either the medium for purchase, via e-commerce, or
the product itself, such as a social media service. Because of this, it’s vital that marketers
fully understand the product they are selling, how it meets the needs of their target
customer, and what makes their product stand above the competition.
Ramraj products are manufactured using the fine artistry of our weavers who produce the
most unique and majestic designs that are not available anywhere else.

And targeted to all type of peoples which broadly divided into six categories

 Men

 Women

 Kids

 Accessories

 Unstriched clothes

 New arrivals

Men’s popular products:

 Genxt Pocket Dhotis

 Men’s dhotis
 Men’s t-shirts
 Silk collection
Women’s collection:

 Shassa legging

 Night wear set

 Women chimis

 Women’s saree
Kids collection:

 Little star dhoti

 Kids shirt

 Giza cotton dhoti and shirts

Accessories :

 Hand kerchief

 Towel

 Khaidhi

 Mask

Ramraj unstitched fabric:

 2. PLACE:

The internet age has introduced new challenges when it comes to reaching your customers.
Place refers to providing customers access to the product, and it also calls into play
convenience for the customer. Marketing, through digital means or otherwise, is about
putting the right product, in the right place, at the right price, at the right time, in front of
the customer.

Ramraj cotton thiruvanmiyur branch is one of the popular and busiest shop, The location
is also very convenient to the customer

Address:

In-store shopping: No:102, Old No:123A Kalki Krishnamurthy Salai L.B Road Near
Thiruvanmiyur Signal, Cosmopolitian Colony, Kamaraj Nagar, Thiruvanmiyur,
Chennai, Tamil Nadu 600041
 3. PROMOTION

These communications use channels such as public relations, advertising, direct

marketing, email marketing, social media marketing, or sales promotions; think of it as
any way marketers disseminate relevant product information to their target customers.

Promotion is the area that has arguably seen the greatest growth and change as a result of
the digital age. With the exceptional access offered by B2C marketing solutions,
marketers can now promote products easier, more effectively, and with more
personalization than ever before, thus leading to greater outcomes and ever-increasing
expectations.
 4. PRICE:

First comes the product, and immediately after comes a determination of its value among
target audiences. Pricing strategy is an art and a science, in that it involves both market
data and careful calculations, as well as skillfully balancing between pricing that is too
high or too low, and understanding how skewing either way might damage the brand.

Price not only refers to the monetary value of a product, but also the time or effort the
customer is willing to expend to acquire it. Determining this will be a critical factor in
revenue for the brand as it will impact profit, supply, demand, and how much marketers
should spend on a promotion or marketing strategy. This, in and of itself, is why this ‘P’ is
one of the most important. If a product is priced too high or too low, the product – and
brand – could fail.

Various CATEGORY of Ramraj cotton product:

Products Starting price Highest price

Banian 60 120
Banian/ vest 104 190
Brief 90 280
Chemise / camisole 75 95
Collar plain t shirts 515 700
Collar stripes t-shirts 1295 1500
Cotton color fabric 195 1200
Cotton colour fabric 140 875
Cotton cream shirts 930 1645
Cotton linen pants fabric 1630 1800
Cotton white fabric 555 1095
Cotton white shirts full 655 2165
Cotton white shirts half 920 1975
Culture club classic shirts 1040 1165
Culture club set 995 1045
Culture club shirts 1165 2050
Devotional dhotis 405 1195
Dhoti belts 100 195
Double dhotis 480 7290
Drawer 116 160
Genxt pocket dhotis 530 10635
Giza cotton dhoti / shirt set 520 820
Gold jari border dhotis 310 2420
Hammok 560 435
Hand kerchiefs 180 695
Inner wear 84 148
 Kurtha jackets 1750 1750
Kurtha set 595 1750
Kurtha/ pyjama set 655 1950
Leggings 345 345
Like father like son 2295 2330
Linen cotton white shirts 1195 1795
Linen park shirts 1195 2045
Linen white fabric 1195 2350
Little star dhoti / shirt set 180 640
Lungi 375 375
Manoharam set 1495 1595
Night wear full set 335 825
Panchakacham 635 2420
Panties 40 195
Plain t-shirts 545 1965
Premium dhotis 1250 11645
Printed t-shirts 545 945
Sarees 770 1420
Short pant 430 540
Shorties 65 120
Shorts 320 350
Silk park shirts 945 1785
Silver jari border dhotis 310 2420
Single dhotis 180 895
Suiting fabrics 195 1955
Towels 80 350
Track pants 240 560
Trunks 350 700
Wedding set 2310 12310

So as per the price list data of Ramraj cotton ,we can say that price is low ,moderate and
elite. So it will be suitable for all type of people and the quality is top most assurance .
 5. PHYSICAL EVIDENCE

When we get down to the brass tacks, it’s important for consumers to know that the brand
they’re purchasing from or interacting with, are legitimate and, well, actually exist in real
life. No Catfishing here, thank-you. That’s where physical evidence comes in. 

Physical evidence often takes two forms: evidence that a service or purchase took place
and proof or confirmation of the existence of your brand. 

For example, any services or products received count as physical evidence. As do the likes
of your receipts, packaging, tracking information, invoices, brochures or PDFs, and so on. 

RAMRAJ COTTON Quality…at The Heart of Every Endeavor!

 To pursue excellence in passion.

 To innovated continually in order to deliver quality products.
 To upheld the spirit of trust in all relationships.
 To races ahead of the competition through continuous improvement.
 To found new ways to satisfy our customers.
 To keep customer’s satisfaction as priority.
 To better the best.
 We, at Ramraj strive for quality that is truly incomparable.

Real Value…Real Quality

 All Ramraj products are made from the finest yarns.

 Emphasis on quality at all stages from Raw material to Packaging.
 Price that matches the quality.
 Soft clothing,Comfortable feeling.
 Durable whites.
 Ever Lasting Colors.
 Easy maintenance.
 Long product life.

These are the features of our Qualities Assessment

 6. PEOPLE:

Employees. Those people who are involved in selling a product or service, designing it,
managing teams, representing customers... the list goes on. The ‘people’ element of the
7Ps involves anyone directly, or indirectly, involved in the business-side of the enterprise. 

There’s no use in creating a great brand, innovative product or amazing social media
presence if you don’t have the right people behind you. It’s integral to the survival of your
business that you make sure that all of your employees, no matter how behind-the-scenes
or customer-facing they are, have fair training and a considerable understanding of their
role and the impact that it has within the company. 

Best Machines, Gives Excellent Quality of Products , that’s what sets Ramraj Cotton
apart for its quality products. Be it the humble socks or the stately shirts, Ramraj Cotton
has always used the best of business manufacturing machines and procedures to deliver
genuine value to customers. The company has invested in top end machines and high end
infrastructure to match the growing demand for its varied products. Here’s detailed
overview of the Infrastructural Muscle of Ramraj Cotton. Infrastructural Muscle of
Ramraj Cotton.

7. PROCESSES:

Process. The 7th ingredient in our marketing mix - ‘process’ describes a series of actions
that are taken in delivering the product or service to the customer. Examining the process
means assessing aspects such as the sales funnel, your payment systems, distribution
procedures and managing customer relationships. 

But it’s not enough to just do the processes. Each step that you take and the methods that
you choose to use for these processes must be done in a way that minimises the costs on
your part, whilst also maximising benefits and value for your customer.
Ramraj cotton ,Accolades have always been a part of the Ramraj journey. The company’s
commitment to quality , passion for excellence has been appreciated across several
frontiers.
In a short span of time, Ramraj Cotton has reached great heights. The company has
created several firsts. Such as being the first company to brand dhoti, being the first
company to advertise dhoti across different media , being a market leader in dhoti across
South India and being the first company to introduce a calendar system to identify trusted
dealers. And so on.

STORE LAYOUT OF RAMRAJ COTTON ,

THIRUVANMIYUR RETAIL OUTLET

Retail store layout (whether physical or digital) is the strategic use of space to influence
the customer experience. How customers interact with your merchandise affects their
purchase behavior.

What Is a Retail Store Layout?

A retail store layout (whether physical or digital) is the strategic use of space to influence
the customer experience. How customers interact with your merchandise affects their
purchase behavior. This retail principle is one of the many from Paco Underhill, author of
Why We Buy: The Science of Shopping, keynote speaker, and founder of Envirosell.

The interior retail store layout has two important components:

Store Design: The use of strategic floor plans and space management, including furniture,
displays, fixtures, lighting, and signage. Website designers and user experience (UX)
researchers use space management techniques and web design principles to optimize e-
commerce websites. We’ll further discuss a variety of popular retail floor plans later in
this article.

Customer Flow: This is the pattern of behavior and way that a customer navigates through
a store. Understanding customer flow and the common patterns that emerge when
customers interact with merchandise based on the store layout is critical to retail
management strategy. Physical retailers are able to track this using analytics software and
data from in-store video and the wifi signal from smartphones.
Here, we can see store design and customer flow will be very convinent to them. These
lighting and all the spacing will give customer a vibrant feel and motivate and encourage
customer to buy and attract the products.

Exterior layout of Ramraj cotton thiruvanmiyur branch:

Window Displays

A window display is usually made up of items carried in a store, and they’re displayed at
the front of the store, in the window, so they can be viewed by passers-by on the street.
The goal of a window display is pretty simple. There are people outside the store, and the
retailer wants them to be inside the store, shopping. So the retailer entices those street
people by putting his most attractive items out to be noticed. People look in the windows
and see items they want, and they enter to purchase. Or, as is the case in many movies and
television shows, they see items they can’t afford and stop by regularly to admire them.

Window displays aren’t just for the outside of buildings. Mall stores also use window
displays to beckon prospective shoppers into their stores.

So these are the interior and exterior layout of Ramraj cotton thiruvanmiyur branch