1

A
PROJECT REPORT
ON
NATIONAL HANDLOOM
Program: S.Y.B.B.A. (RM)
Academic Year: 2011 2012
Subject: NATIONAL HANDLOOM


SUBMITTED BY





V.M. PATEL COLLEGE OF MANAGEMENT STUDIES
Ganpat Vidyanagar Campus, Kherva 382711,
Mehsana-Gandhinagar Highway,
Dist. Mehsana, North Gujarat, I ndia



Sr. No. Name Of Student Roll. No.
1 RAJGOR PARTH P. 2
2 VAGHELA HEMANTSHANG V. 21
3 PATEL HARDIK R 08
4 CHAVDA DEVANG 05
2

CERTIFICATE

This is to certify that the students, whose details are given below, have
satisfactorily completed their Project Report in partial fulfillment of the
requirement for the Subject: Practical Studies in the academic year
2010-2011.

Names of group members:
Mr. RAJGOR PARTH P.
Mr. VAGHELA HEMANTSHANG V.
Mr. PATEL HARDIK R.
Mr. CHAVDA DEVANG

Class & Sem. : B.B.A.R.M. Sem. IV

Roll Nos. :

Exam Nos. :

Project Coordinator Principal





V. M. PATEL COLLEGE OF MANAGEMENT STUDIES
Ganpat Vidyanagar Campus, Kherva 382711,
Mehsana-Gandhinagar Highway,
Dist. Mehsana, North Gujarat, India.
3

PREFACE
This Project Report has been prepared in partial fulfillment of the
requirement for the Subject: Practical Studies of the programme B.B.A. in
Retail Management (Sem. IV) in the academic year 2011-20112.
For preparing the Project Report, we have visited the retail mall during
the suggested duration for the period of 10 days, to avail the necessary
information. The blend of learning and knowledge acquired during our
practical studies at the retail mall is presented in this Project Report.
The rationale behind visiting the retail mall and preparing the Project Report is
to study the retail basics, history and development of Indian retail sector, major
players in retail sector, contribution of retail sector in the growth of economy
and its functional areas like marketing department, services and human
resource department.
The Project Report starts with the basic concepts of retail, history of retail
sector and also covers the general information of the retail mall visited
and its functional departments like marketing department, services and
human resource department.
The information presented in this Project Report is obtained from sources like
Company Personnel, Company Websites, Other Websites, Company Reports,
and Other Literature.
Names of group members:
Mr. RAJGOR PARTH P.
Mr. VAGHELA HEMANTSHANG V.
Mr. PATEL HARDIK R.
Mr. CHAVDA DAVANG

4

ACKNOWLEDGEMENT
It was indeed an opportunity for us to visit NATIONAL HANDLOOM RETAIL
PVT. LTD. and prepare a Project Report on the same during the
programme B.B.A. in Retail Management (Sem. IV). During our visit to the
company for preparing this Project Report, we learnt many interesting things
about the company, along with the aspects of retail industry as a whole.
Preparation of such kind of report, which is based on secondary information,
requires data gathering from many sources like Company Personnel,
Company Websites, Other Websites, Company Reports, and Other Literature.
We are thankful to Mr. MANISH AGARVAL, who permitted us to visit the
company and allowed us to prepare the Report. We are also thankful to
the Departmental Heads of the company, who provided us the required
information. Moreover we thank all those who supported us directly or
indirectly in preparing this Report, without whose assistance, preparing
this Report might have been much difficult for us.
We would like to express our gratitude to Dr. K. M. Chudasama, (Principal),
Mr. KAMAL VYAS (Project Coordinator) and other faculty members of the
college for their valuable guidance and help in the preparation of this Report.
At last but not least, we are thankful to all our friends and other people, who
helped us in preparation of this Project Report.

Names of group members:
Mr. RAJGOR PARTH P.
Mr. VAGHELA HEMANTSHANG V.
Mr. PATEL HARDIK R.
Mr. CHAVDA DEVANG


5

INDEX
Sr. No. Particular Page
CERTIFICATE I
PREFACE II
ACKNOWLEDGEMENT III

1 WHAT IS RETAIL?
1.1 Introduction
(A) Definition of Retail
(B) Classification of Retail
(C) Retailing industry include
(D) Benefits of Retail
(E) Principles of Retail
(F) Key Points of Indian Organized
Retail Industry

1.2 History of Retail Sector
1.3 Retail sector in the growth of economy

2 INTRODUCTION OF THE RETAIL MALL
VISITED

2.1 Company profile NATIONAL HANDLOOM
2.2 Company profile NATIONAL HANDLOOM
Ahemdabad

(A) Profile
(B) Segmentation
(C) Address of registered office
2.3 Mission & vision
2.4 NATIONAL HANDLOOM Aspire
2.5 NATIONAL HANDLOOM Plus
2.6 Managing bodies
2.7 Infrastructure
6

2.8 Objective

3 MARKETING
3.1 Introduction
3.2 Sales Strategies
3.3
Distribution Channel

3.4
Objectives of Marketing


4 SERVICES
4.1 Customer Satisfaction I
4.2 In Spencers hyper main section
(A) F&V
(B) Staples
(C) HWP
(D) Garments
(E) Electronics

5 HUMAN RESOURCES DEPARTMENT
5.1 Introduction
5.2 Staff details of NATIONAL HANDLOOM
5.3 Time keeping system of the mall visited
5.4 Recruitment & Selection
5.5 Wages and Salary
5.6 Job Description
5.7 Promotion & Transfer

6 CONCLUSION

7 BIBLIOGRAPHY


7




WHAT
IS
RETAIL?
8


1.1 Introduction:

(A) Definition of Retail:

Retailing includes all the activities involved in selling goods or
services directly to the final consumer for personal or non-business
use. (Philip Kotler)

To sell in small quantities, as by the single yard, pound, sgallon
etc. to sell directly to the consumer as to retail cloth or groceries.
(Brainy Quote)

(B) Classification of Retail

Legal form.
Operational structure.
Range of merchandise.
Degree of service.
Pricing policy.
Location.
Size of Outlet.
Based on customer contact.


Legal form:

9

The three basic legal forms of ownership are sole proprietorship,
partnership and limited liability company(private or public).





Operational structure:

There are three operation structure: the independent trader
(usually operation only one retail outlet, the multiple or chain store;
and the co-operatives.







Range of Merchandise:

Some retail businesses offer a wide range of goods. Example of
10

these include variety stores like Marks & Spencer or department
store like Harrods.








Degree of Service:

Degree of Service is interesting to note that many former self-
service retailers are now looking at ways of gaining competitive
advantage by adding new customer services.





Pricing Policy:

11

The German food retailer, expanded very rapidly in the late 1980s
by pricing below the competition.





Location:

With the increasing cost of town centre sites and traffic congesting,
many retailers have sought edge-of-town locations, whilst others
have preferred to stay in cluster location in town. Stand alone
stores, Shopping Centers or Complex, Destination store and
Convenience stores are based on location.

Size of Outlet:

The average size of many multiples branches has increased quite
markedly over the past few years as more and more firms become
large and medium-space user. The terms superstore has then
used to define outlets between 25,000 and 50,000 sq ft and
hypermarkets are those stores over 50,000sq ft. many outlets are
now being built in the 50,000-100,000 sq ft rang.


12





Based on Customer Contact:

Retail sales is generated by non-store retailing operation such as
mail order catalogues, telephone selling, e-retailing, vending
machines, door-to-door selling or mobile shop.











13





14












15

(C) What does the Retailing industry
include?

Department Stores:






Discount Stores:

16






Clothing Stores:







17

Specialty retailers:






Convenience Stores:




18

Grocery Stores:





Drug Stores:





19


Home furnishing retailers:





Auto Retailers:







20

(D) Benefits of Retail:
D

Retail Benefits for Employees:
Malls are seeking competitive channels to reward hard-working
employees. At a time when increased health care benefits are
simply not an option, more and more businesses are discovering
Retail Benefits. Our innovative new rewards platform lets your
employees boost their savings right away, in almost every facet of
their life. It's a cost-effective benefits enhancement that extends a
helping hand throughout your organizationpromoting employee
retention and goodwill across your business. See how we can
customize this valuable application just for you.
Retail Benefits for Customers:
Retail Benefits lets you attract and retain customers in a
completely new way. Take advantage of our unique rewards
program, and suddenly you're able to offer customers and clients
instant value and cash back on 1000s of the world's top retailers.
This new approach encourages customers to engage with your
brand again and again. Plus, we offer the opportunity to customize
your very own portal, tailoring it to whichever audience you wish to
target. Good for big business, good for small business; here's a
transformative tool that will increase your business.
(D) Principles of Retail:

Embrace category management.

21

Build product family trees/ product mix.

Implement sound Information Technology.

Understand Key Performance Indicators.

Develop forward Open To Buy budgeting each month.

Quantify your Profit and loss outcomes.

Set a cash flow budget.

Build the business equity.

Manage the outcomes monthly.


Build a partnership with your suppliers.

Know the strategic aims & objectives of retail business.


(E) Key Points of Indian Organized Retail
Industry

Potenti al to be the thi rd l argest economy i n terms of GDP
i n next few years. It ranks hi gh amongst the top 10 FDI
desti nati ons of the worl d.
Fastest growi ng touri st market i n Asi a.
22

Worl d bank states, Indi a to be worl ds second l argest
economy after Chi na by the year 2050.
Stabl e and i nvestor fri endl y Central Government at the
hel m of affai rs.
Introducti on of Val ue Added Tax or VAT and tax
reforms.
Hi gh degree of professi onal i sm and corporate ethi cs.
Excel l ent Investment opportuni ti es i n Indi an retai l
sector and i n al l i ed sectors sure and hi gh returns on
i nvestments.
To i nvest US $130 bi l l i on for the devel opment of
i nfrastructure, by year 2011.
Hordes of forei gn i nvestors are throngi ng i n to i nvest i n
Indi an retai l markets.
Hi ghl y educated Engl i sh speaki ng young workforce.
Vi brant and mul ti cul tured ci ti es.
Huge opportuni ty exi sts, especi al l y i n semi -rural and
rural areas.
Ti l l date the second l argest empl oyer after agri cul ture
sector, for the huge semi -ski l l ed Indi an popul ati on.
Offers hi ghest shop densi ty i n the whol e worl d.
Havi ng al most 1,20,000 shops, across the l ength and
breadth of the country.

1.2 Brief history of Retail sector:

The Indi an Retai l Industry i s the l argest among al l the
i ndustri es, accounti ng for over 10 per cent of the country s
GDP and around 8 per cent of the empl oyment. The Retai l
23

Industry i n Indi a has come forth as one of the most
dynami c and fast paced i ndustri es wi th several pl ayers
enteri ng the market.
Retai l i ng i n Indi a i s gradual l y i nchi ng i ts way toward
becomi ng the next bi g i ndustry. The whol e concept of
shoppi ng has al tered i n terms of format and consumer
buyi ng behavi or, usheri ng i n a revol uti on i n shoppi ng i n
Indi a. Modern retai l has entered Indi a as seen i n sprawl i ng
shoppi ng centers, mul ti -stori ed mal l s and huge compl exes
offer shoppi ng, entertai nment and food al l under one roof.
The Indi an retai l i ng sector i s at an i nfl exi on poi nt where
the growth of organi zed retai l i ng and growth i n the
consumpti on by the Indi an popul ati on i s goi ng to take a
hi gher growth traj ectory. The Indi an popul ati on i s
wi tnessi ng a si gni fi cant change i n i ts demographi cs.
Retai l and real estate are the two bi g sectors of Indi a i n
the present ti mes. And i f i ndustry experts are to be
bel i eved, the prospects of both the sectors are mutual l y
dependent on each other. Retai l , one of Indi a s l argest
i ndustri es, has presentl y emerged as one of the most
dynami c and fast paced i ndustri es of our ti mes wi th
several pl ayers enteri ng the market. Accounti ng for over
10 per cent of the country s GDP and around ei ght per
cent of the empl oyment retai l i ng i n Indi a i s gradual l y
i nchi ng i ts way toward becomi ng the next bi g i ndustry.
As the contemporary retai l sector i n Indi a i s refl ected i n
sprawl i ng shoppi ng centers, mul ti pl ex- mal l s and huge
24

compl exes offer shoppi ng, entertai nment and food al l
under one roof, the concept of shoppi ng has al tered i n
terms of format and consumer buyi ng behavi or, usheri ng i n
a revol uti on i n shoppi ng i n Indi a. Thi s has al so contri buted
to l arge-scal e i nvestments i n the real estate sector wi t h
maj or nati onal and gl obal pl ayers i nvesti ng i n devel opi ng
the i nfrastructure and constructi on of the retai l i ng
busi ness. The trends that are dri vi ng the growth of the
retai l sector i n Indi a are:
Low share of organi zed.
Fal l i ng real estate pri ces.
Increase i n di sposabl e i ncome and customer
aspi rati on.
Increase i n expendi ture for l uxury i tems.
Another credi bl e factor i n the prospects of the retai l
sector i n Indi a i s the i ncrease i n the young worki ng
popul ati on. In Indi a, hefty pay packets, nucl ear fami l i es i n
urban areas, al ong wi th i ncreasi ng worki ng-women
popul ati on and emergi ng opportuni ti es i n the servi ces
sector. These key factors have been the growth dri vers of
the organi zed retai l sector i n Indi a whi ch now boast of
retai l i ng al most al l the pr eferences of l i fe - Apparel &
Accessori es, Appl i ances, El ectroni cs, Cosmeti cs and
Toi l etri es, Home & Offi ce Products, Travel and Lei sure
and many more. Wi th thi s the retai l sector i n Indi a i s
wi tnessi ng rej uvenati on as tradi ti onal markets make way
for new formats such as departmental stores,
hypermarkets, supermarkets and speci al ty stores.
25


1.3 Retail sector in the growth of economy:

The Retail Sector of Indian Economy is going through the phase of
tremendous transformation. The retail sector of Indian economy is
categorized into two segments such as organized retail sector and
unorganized retail sector with the latter holding the larger share of
the retail market. At present the organized retail sector is catching
up very fast. The impact of the alterations in the format of the retail
sector changed the lifestyle of the Indian consumers drastically.
The evident increase in consumerist activity is colossal which has
already chipped out a money making recess for the retail sector of
Indian economy.



With the on set of a globalized economy in India. The Indian
People have become aware of the value of money. Nowadays the
Indian consumers are well versed with the concepts about quality
of products and services. These demands are the visible impacts of
the Retail Sector of Indian Economy.



Since the liberalization policy of 1990, the Indian economy, and its
consumers are getting whiff of the latest national &international
products, the with help of print and electronic media. The social
changes with the rapid economic growth due to trained
26

personnels, fast modernization, enhanced availableness of retail
space is the positive effects of liberalization. The retail sector of
Indian economy will grow up to 10% of total retailing by the year
2010. No one single format can be assumed as there is a huge
difference in cultures regionally.












27




INTRODUCTION
OF THE
RETAIL MALL
VISITED




28

2.1 Company profile NATIONAL
HANDLOOM:

NATIONAL HANDLOOM retai l l td. was establ i shed i n the
year 1979. The company made i ts foray i nto retai l
sector i n MAY 2010 by openi ng i ts mai den showroom i n
Ahmadabad.

Today NATIONAL HANDLOOM has 58 stores across 38
ci ti es and i s expandi ng at a rapi d pace wi t h a turnover of
more than 186 crores l ast year.

NATIONAL HANDLOOM, a l eadi ng chai n of compl ete
fami l y l i festyl e stores spread across Indi a. In the rapi dl y
29

growi ng retai l i ndustry, NATIONAL HANDLOOM has
successful l y created a ni che for i tsel f.

NATIONAL HANDLOOM i s one of Indi a s fastest growi ng
val ue-retai l er promoted by Mr.S MAZUNDAR , a fi rst
generati on entrepreneur. It operates a chai n of medi um
si zed hypermarket format retai l stores (13500-15000 sq.
Ft.) Wi th a focus on ti er II and ti er III ci ti es.

Retail Pvt., Ltd. Operates a chai n of retai l
stores and sel l s groceri es, apparel , footwear, and
menswear to mi ddl e and l ower-mi ddl e segments. Less
Price Fashion i s the mai n motto through whi ch
NATIONAL HANDLOOM bel i eve i n provi di ng the l atest
trends to the upwardl y mobi l e Indi ans at the best possi bl e
pri ce.
NATIONAL HANDLOOM provi des a compl ete range of
products rangi ng from Cl othes, Accessori es & Footwear
for men, women and ki ds besi des Cosmeti cs, Luggage
and Toys & Games. It al so provi des a wi de range of food,
non-food and stapl e i tems i n our Ki rana Bazaar secti on.
In an extremel y fashi onabl e and pri ce consci ous market,
NATIONAL HANDLOOM has been successful i n
mai ntai ni ng the equi l i bri um between the qual i ty and pri ce.
Through i ts chai n of stores, the company al ways stri ves
30

to offer to the Indi an masses excel l ent ambi ence and
tremendous conveni ence for shoppi ng.
Duri ng a downturn, cost reducti on i s paramount, and
often promoters have nary a cl ue on how to go about the
task i n an effecti ve manner. H Hanumanthppa, Chai rman
of NATIONAL HANDLOOM. He had a reason to dream bi g
as he was fl ush wi th f unds recei ves from AVT Pri vate
Equi ty (AVTPE) around Rs. 65-75 crore.
Turnover was up 50 percent l ast fi scal over a year ago
capi tal expendi ture was tri mmed by 40 percent and
savi ng on adverti sements and manpower costs were
uti l i zed on researchi ng regi onal tastes i n the states
where NATIONAL HANDLOOM has a presence. It al so
shi fted three unprofi tabl e stores and negoti ated l ease
rents at stores where sal es were sl uggi sh. Whi l e
Hanumanthppa i s he si tant to share actual numbers, the
cost of operati ons due to these consol i dated efforts has
come down by 20 percent si nce the begi nni ng of thi s
year. NATIONAL HANDLOOM was an earl y follower of
the clustered approach, and it is reaping the benefits
now.




31

2.1 profile NATIONAL HANDLOOM
Ahemdabad

(A) Profile:
NATIONAL HANDLOOM Ahemdabad was establ i shed i n the
year 2010 near S.G hi ghway. thi s format i s fi rst of i ts ki nd
i n Ahemdabad and i t has a bi g and attract i ve bui l di ng
Accordi ng to NATIONAL HANDLOOM Retai l Vi ce-Presi dent
M.M.Gahi ra company al so starts hi s outl ets i n New
Del hi , Jai pur, Mumbai , Chi nnai , Raj kot, Vadodara,
Bangl ore, Ahmadabad wi th outl et . The ai m of thi s outl et
i s pri mari l y caters to the burgeoni ng mi ddl e and l ower
mi d-segment consumer group, whi ch forms an i ntegral
part of Indi a s growi ng purchasi ng power. It has been our
constant endeavor to reach out to masses and offer
worl d-cl ass shoppi ng experi ence at affordabl e pri ces.
(B) Segmentation:
NATIONAL HANDLOOM s products cater to the needs of al l
the segments of the soci ety. The product portfol i o i s
gi ven bel ow.
Casual wear for the younger segment.
professi onal s
Women s apparel rangi ng from tradi ti onal Indi an wear
l i ke to contemporary wear and other accessori es.
Ki ds secti on cateri ng to baby and ki ds market wi th
cl othes, school bags, l unch boxes, bottl es etc.
32

Grocery under the secti on Ki rana Bazaar at most of i ts
outl ets wi th the ai m of provi di ng al l dai l y househol d
needs under one roof.
With provi di ng contemporary fashi on at a reasonabl e
pri ce, NATIONAL HANDLOOM Ahemdabad has been
successful i n creati ng an i denti ty for i tsel f amongst the
target segment of the soci ety. For the conveni ence of
customers as wel l as to i denti fy the store s stock
requi rements and sal es pattern.

(C) Address of registered office:

Ahmadabad:
DEVARK MALL, S. G HIGHWAY, Ahmadabad (380009)
Gujarat, India.


2.2 Mission & vision:

(A) Mission:

To Be A Leadi ng Company In Val ue For Money
Segment Of Retai l . To Cross A Turnover Of 1400 Crores.
(B) Vision:
Qual i ty products at reasonabl e pri ces i n an excel l ent
ambi ence to every strata of the Indi an soci ety. To provi de
33

best val ue for money and l atest fashi on to the Indi an
consumer.
2.3 NATIONAL HANDLOOM Aspire:
Thi s format caters to the young generati on i s to provi de
GEN X l atest trends i n fashi on. The target customers are
the youth and hence the desi gners study the market trend
to purchase and stock the merchandi se accordi ngl y.

2.4 NATIONAL HANDLOOM Plus:
NATIONAL HANDLOOM Ahemdabad caters to al l the
age groups and serves the basi c needs of customers and
provi des contemporary fashi on as wel l . Si nce the store
serve customers of al l age group and across the secti ons
of the soci ety normal l y i n an area where the target
customers range from ki ds to seni or ci ti zens.

2.5 Managing bodies:

Chai rmen : Mr. H.Hanumanthppa

Development Commisioner : Mr. S.S.Gupta

Managing director (MD) : Mr. R.R.Kanoj i ya

Textile Commisioner : Mr. A.B.Joshi
34


Executive manager : Mr. S.Mazundar

Head HR manager : Mr. J.K.Bawej a




2.1 Infrastructure:
NATIONAL HANDLOOMs distribution and logistics are
streamlined and its stores and warehouses are well networked to
serve the organizations requirements enabling it to transfer
merchandise within a short time period of generating an order
receipt. This has helped in optimizing inventory management and
ensured an adequate availability of merchandize in its stores at all
times. The company currently has three warehouses, two in New
Delhi and one in Ahmadabad. The company has put in place an
ERP system that networks its stores and warehouses for seamless
and efficient operations.
2.6 Objective:
To understand the different marketing strategies being followed by
NATIONAL HANDLOOM Ahemdabad

To learn their marketing mix.

Marketi ng hel p to defi ne the busi ness for the customer' s
i nterests, not your own. It i s the process of l earni ng what
customers want or need and determi ni ng how to sati sfy
35

those wants or needs. It i s al so used to confi rm whether
the customer reacted to a marketi ng program as
expected. The benefi ts of market research i ncl ude:
Learni ng who your customers are and what they want.
Learni ng how to reach your customers and how
frequentl y you shoul d try to communi cate wi th them.
Learni ng whi ch adverti si ng appeal s are most effecti ve
and whi ch ones get no response.
Learni ng the rel ati ve success of di fferent marketi ng
strategi es, thus i mprovi ng return on i nvestment.
Learni ng how not to repeat your mi stakes.

NATIONAL HANDLOOM has been the pi oneer of retai l
revol uti on. Its fi rst fi ght was agai nst l ocal Ki rana stores.
The task was to change the mi ndset of consumer to bri ng
about changes i n thei r shoppi ng patterns. It wanted
peopl e to do bul k shoppi ng for thei r monthl y rati on
i nstead of goi ng to the shop each week.
For the betterment of thi s Proj ect I al so set some
obj ecti ves i n front of me, thi s proved very hel pful i n thi s
Proj ect. I have performed work accordi ng these
obj ecti ves. The obj ecti ves, whi ch we have sel ected, are
as bel ow:
To i denti fy and understand the si gni fi cance of retai l i ng
i n the current busi ness envi ronment .
To devel op gui del i nes to bui l d a retai l i ng busi ness.
36

To i denti fy the paradi gm shi fts i n retai l i ng busi ness
wi th i ncreasi ng scope of technol ogy / e-busi ness and
devel op strategi es accordi ngl y.
To understand the benefi ts to customers from Retai l
sector.
To know about i ts strengths, weaknesses, opportuni ti es
& threats.
To earn practi cal knowl edge.
To anal yze probl ems whi ch I am faci ng whi l e worki ng on
fi el d.
Last but not l east to know about marketi ng strategi es-
physi cal evi dence, process and peopl e.






37



MARKETING












38

3.1 INTRODUCTION

Merchandising and Marketing have been recognized as being
central to the growth and development of the handloom sector in
India. Domestic marketing is important for providing linkage
between the producer and the consumer. In this regard, the Office
of the Development Commissioner for Handlooms had been
implementing a scheme in the 10
th
Five Year Plan period, namely,
Marketing Promotion Programme. Marketing Promotion
Programme included components for organization of Exhibitions,
Fairs and crafts melas, Setting up of Marketing Complexes and
Urban Haats, Publicity and Awareness and Brand Development to
promote the marketing of handlooms in the country and to improve
the levels of awareness amongst handloom weavers and the
general public in the interest of overall development of the
handloom sector. Given the current importance of brand building
as a necessary ingredient of any long term strategy for
augmentation of sales in domestic and international markets, the
scheme also aimed at brand promotion of Indian handlooms
through Handloom Mark.
Likewise, to promote the exports of handloom products, the
Office of the Development Commissioner for Handlooms had been
implementing the Handloom Export Scheme during the 10
th
plan
39

period. Handloom Export Scheme aimed to imparting assistance to
handloom agencies for building up, developing and marketing of
export-worthy handloom products. The Scheme covered
development of exportable products, publicity of the products and
their international marketing by way of participation in international
exhibitions and buyer-seller meets.
With a view to develop and promote the marketing channels
in domestic as well as export markets and bring about linkages
between the two in a holistic and integrated manner, it was
decided to amalgamate the Marketing Promotion Programme and
Handloom Export Scheme of the 10
th
Plan with some modifications
and addition of new components in the 11
th
Plan under the banner
Marketing & Export Promotion Scheme

3.2 Sales Strategies:
There are di fferent ki nds of sal esperson. There i s the
product del i very sal esperson. Hi s or her mai n task i s to
del i ver the product, and sel l i ng i s of l ess i mportance e.g.
fast food, or mai l . The second type i s the order taker, and
these may be ei ther ' i nternal ' or ' external .' The i nternal
sal es person woul d take an order by tel ephone, e-mai l or
over a counter. The external sal es person woul d be
worki ng i n the fi el d. In both cases l i ttl e sel l i ng i s done.
The next sort of sal es person i s the mi ssi onary. Here, as
wi th those mi ssi onari es that promote fai th, the
sal esperson bui l ds goodwi l l wi th customers wi th the
40

l onger-term ai m of generati ng orders. Agai n, actual l y
cl osi ng the sal e i s not of great i mportance at thi s earl y
stage. The forth type i s the techni cal sal esperson, e.g. a
techni cal sal es engi neer. Thei r i n-depth knowl edge
supports them as they advi se customers on the best
purchase for thei r needs. Fi nal l y, there are creati ve
sel l ers. Creati ve sel l ers work to persuade buyers to gi ve
them an order. Thi s i s tough sel l i ng, and tends to offer
the bi ggest i ncenti ves. The ski l l i s i denti fyi ng the needs
of a customer and persuadi ng them that they need to
sati sfy thei r previ ousl y uni denti fi ed need by gi vi ng an
order.

3.3 Distribution Channel:
Distribution channels are the pathways that companies use to sell
their products to end-users. B2B companies can sell through a
single channel or through multiple channels that may include

Direct/sales team: One or more sales teams that you employ
directly. You may use multiple teams that specialize in different
products or customer segments.
Direct/internet: Selling through your own e-commerce website.
Direct/catalog: Selling through your own catalog.
Wholesaler/distributor: A company that buys products in bulk
from many manufacturers and then re-sells smaller volumes to
resellers or retailers.
41

Value-added reseller (VAR): A VAR works with end-users to
provide custom solutions that may include multiple products and
services from different manufacturers.
Consultant: A consultant develops relationships with companies
and provides either specific or very broad services; they may
recommend a manufacturers product or simply purchase it to
deliver a solution for the customer.
Dealer: A company or person who buys inventory from either a
manufacturer or distributor, then re-sells to an end-user.
Retail: Retailers sell directly to end-users via a physical store,
website or catalog.
Sales agent/manufacturers rep: You can outsource your sales
function to a company that sells different manufacturers
products to a group of similar customers in a specific territory.

3.4 Objectives of Marketing :

To assist in the sale of handloom products by organising
of exhibitions at National Level, Regional Level, State
Level and District Level;

To provide facilities to the consumer to purchase genuine
handloom products from different parts of the country
under one umbrella;

To serve as a window for promoting awareness among
consumers about the latest designs and varieties of
fabrics produced in the handloom sector;

42

To provide marketing infrastructural support to Handloom
Agencies in major cities and towns with a
view to creating permanent outlets to make available
quality handloom products to the consumers at one
place;

To provide group merchandising under one roof by
making available handloom products of different States at
one place with a view to enhancing marketing of
handlooms;

To encourage innovation in designs and techniques and
preserve and promote traditional skills and designs
among handloom weavers;

To assist in creation of marketing infrastructure for the
use of handloom weavers and agencies;

To foster awareness of brand identity and promote the
development of a brand of handlooms of Pan National
importance and for the International Market; and

To promote awareness of technological developments
and advances among weavers for improving quality and
productivity of handloom sector.




43




SERVICES




44






45


4.1 Customer Satisfaction:

What is Customer Satisfaction?

The definition of customer satisfaction has been widely debated as
Organizations increasingly attempt to measure it.

Customer satisfaction can be experienced in a variety of situations
and connected to both goods and services. It is a highly personal
assessment that is greatly affected by customer expectations.
Satisfaction also is based on the customers experience of both
contact with the organization (the moment of truth as it is called
in business literature) and personal outcomes.


Customer Satisfaction:

Improving Quality and Access to Services and Supports in
Vulnerable Neighborhoods It was the consensus of the groups that
lack of information often leads to low expectations. They further
agreed that the process of obtaining a service and the way it is
delivered can have a major impact on the users experience. The
qualities of relationships and staff were central to positive
outcomes.8 Because customer satisfaction is a highly variable
assessment that every individual makes based on his/her own
information, expectations, direct contact and interaction, and
46

impact, it makes sense to involve and consult consumers when
designing customer satisfaction approaches.

Service Quality:

Business researchers Benjamin Schneider and David Bowen
assert that service organizations must meet three key customer
needs to deliver service excellence: security, esteem, and
justice.9 Research identifies an array of service quality factors that
are important for customers, including: Time lines and
convenience, Personal attention, Reliability and dependability,
Employee competence and professionalism, Empathy,
Responsiveness, Assurance, Availability, and Tangibles such as
physical facilities and equipment and the appearance of the
personnel. Research shows that these characteristics also apply to
citizen satisfaction with public service quality. Timely service is an
especially strong determinant of quality across different types of
public services. Fairness and outcomes are additional factors
important to public service customers.10 Public sector quality
improvement initiatives are on the rise worldwide as contracting
and private service provision has become more common. At the
same time, European and consumer-oriented services has
produced a quality gap: a gulf in perceptions of quality and the
impact of services on the end user.



47

4.2 In Spencers hyper main section:

(A) F&V.
(B) STAPLES.
(C) HWP.
(D) Garments.
(E) Electronics & Electrical.

(A) F&V:

F&V Stand for FRUIT and VEGETABLES there is 2 major
Category:
Fruits.
Vegetables.


(B) STAPLES:

There are seven major Categories in STAPLES:
Pulses.
Cereals.
Spices.
Non-Spices.
Flour.
Oil.
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Sugar & Salt.

(C) HWP:

There are Three major Categories in HWP:

Home.
Work.
Play.

In HOME section we have nine sub Categories:
Kitchen ware.
Pooja implements.
Gift &novelty.
Cleaning aids.
Bath accessories.
Dinner ware.
Home ware.
Disposables items.







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Kitchen ware:



Brands are Available :

Dinner/Tea Set :
Cello
Orpate
Vira
Liberty

Gas Burner :
LG
Laxmi
Archie
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Pooja implements:
Temples

Gift &novelty:



Brands are Available :

Arches
Hall Mark

Cleaning aids:

51



Brands are Available :

Cleaning aids :
Kelvinator
Cello
Taper well

Bath accessories:




Brands are Available :

52

Bath accessories:

Olivia sage
Alys bronze
Wedge bath
Fashion bath


Dinner ware:



Brands are Available :


Dinner ware:
Cello
Yerra
Hawkins
Futura
Prestige
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Home ware:




Disposables items:







54


In WORK section we have three sub Categories:
Stationery
Tools kit
Luggage

Stationery:



Brands are Available :

Stationery :

Navneet
Class Mate
Liberty
Safari
Gruhshobha
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Tools kit:



Luggage:



Brands are Available :

Luggage:
Safari
Killer
Diesel
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American Tourister


In PLAY section we have two sub Categories:
Games
Soft toys

Games:



Soft toys:

57




(D) GARMENTS

In GARMENTS we have three sub Categories:

Kids wear
Mans wear
Womens wear

Kids wear:

58


Brands are Available :

T-Shirts/Shirts:

Lilliput
Inkfroit
Ozzoart

Jeans:
Lawman Pg3
D&G
Akro

Mans wear:

59




Brands are Available :

T-Shirts:

Wow
Reebok
Nike
John Players

Shirts:
60


John players
Classic
Raymond
Reid & Tailor


Jeans:
Classic
John Players
Arrow
TQS

Womens wear:



61

Brands are Available :

T-Shirts:
lee-Mark
Merry
Fashion
Miss Player


Shirts:
Arrow
TQS
Killer
Bavari

Jeans:
TQS
Trenz
European Catalog

(E) ELECTRONICS :
All electronics and electrical items like Iron, Owen, T.V., Freeze,
Washing Machine, Mixer Grinder, Tube, Bulb etc.

Brands are Available :
62


Sony
LG
Canon
Panasonic










63



HUMAN
RESOURE
DEPARTMENT







64


5.1 Introduction:
Employees hold key place in business. No business enterprise can
exist & function without employees. The source of business
enterprise depends to a large extent on the quality of its personnel.
The plan of business may be logically sound & structure of
organization may be perfect but if the recruitment & training of
personnel are unscientific, business can not grow. The growth of
business depends mainly of its employees. Lawrence A. apply
therefore, wrote Management is the development of people & not
the direction of things.
Henry Fuel & many other writers did not consider personnel
management as one of the function of management, but included
in organizing. At present, However, Personnel management is
treated as an important and decisive function given by Gallium
Satiny is referred to as an indecent & separate function of
management.
Personnel management is that part of the process of management,
which is specifically concerned with the people employed in
organization. Personnel management is the art of acquiring
developing & maintaining a commitments work force in such a
manner us to accomplish with maximums efficiency & economy the
function & objectives of organization. The basic aim of Personnel
management is to cerate a satisfied work force. Its other objective
must not be over looked, because they are equally important.

65

5.2 Staff details of NATIONAL
HANDLOOM :
According to the latest information, there are 45 peoples working
at NATIONAL HANDLOOM
s staff.
Manager : 1
Supervisor : 3
Cashier : 3
Employee : 28
Salesman : 10



5.3 Time keeping system of the mall
visited:
The time keeping system of NATIONAL HANDLOOM is like this.
Its opening time is 09:00 am and closing time is 10:00 pm it takes
holding on Wednesday to update its stock and product. It has
Lunch break for 12:30 pm to 1:30 pm.
5.4 Recruitment & Selection:
(A) Recruitment:
Recruitment is the process of searching for prospective employees
and stimulating them to apply for jobs in the organization.
NATIONAL HANDLOOM considers the several of recruitment.
66

Present Employees:
Present employees are in important source of filling vacancies.
This source offer many advantages like higher motivation, less
training needs less administration for interview etc. It is even more
important NATIONAL HANDLOOM because this is the only
major motivational contributor a part from monetary towards. But
according to the Personnel manager it is difficult to find to find
manager for new openings from in-house because most of the
employee are hardly 4-5 years old. But still at NATIONAL
HANDLOOM performance for recruitment is from in-house.
Word of Mouth:
By word of mouth we when sourcing from acquaintance of present
employees. This source is the major one at. NATIONAL
HANDLOOM and applicants from this source are given
preference also. Generally this source is used for peons and
clerks. This is cost advantages and it is also suitable for this cadre
of posts.













67

(B) Selection:
Selection is the process of the differentiating between applicants
in order to identifying those with a greater like hood of success in a
job.
Application Scrutiny.
Preliminary Screening.
Reference Check.
Selection Test.
Interview.
Physical Examination.

The application is prepared according to job specification of the
post. The aspirants will apply for the post the on that basis they are
scrutinized for the preliminary call.
Then calls are sending to aspirants. The interviews is taken by the
to be immediate superior. In case of
manager level recruitment a special committee is formed.
Comprising personnel Manager general Manager and Finance
Manager the eligible candidate after interview. In case of Sales
Representative the decision passed to the Personal Manager for
approval.
After interview merit cum waiting list of selected employees is
prepared. In case one does not joint the job next candidate can be
given change.
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At manager level recruitment the candidate after being selected by
the committee, he is sent to the managing director for the final
interview. He is selected only if the Managing Director approves
such a candidate. Other source like campus recruitment,
consultants, and employment exchange and agencies have never
been used for variety of reasons and according to Human
Resource manager, NATIONAL HANDLOOM is doing well with
present and there is no need to brother about source.

5.5 Wages and Salary:
Wages means the amount paid to the labors for his services to the
employee.
The salary and wages of the employee depend on its experience,
knowledge and education qualification. When any managerial
person recruits so that time the company show his education
qualification and his knowledge. It is depend on its skill about that
job and when any specific work so this type of company decide
salary is specified, So that these company shown most of
experience and qualification for the given a salary to the employee.
Some time any laboratory operator recruit so that salary is depend
on its experience but some time the company want to taken some
fresher employee so that time his salary is depended on its
education qualification and knowledge.
The maximum salary is Rs. 15000/- while minimum salary is Rs.
5000/- given to the employee.

69

Wages and salary given to the employee at ending the month
and overtime of the employee also meet at with the monthly
wages.

The wages are given on the wages policy made by the CEO.
Thus wages is given to operational employee and the company
gives salary to the managerial person.
5.6 Job Description:
Job descriptions summarize the fact disclosed by job analysis in a
systematic order. It is a written documentary out line the principal
facts about individual jobs. In short, job description refers to the
data obtained through the job analysis process. A job description
contains the following facts.
Name of the Job.
Brief description of the job.
Duties Involved in the Job.
Job description is in important document, which is basically
descriptive in nature & contains a statement of job analysis. In job
description of NATIONAL HANDLOOM plant management
knowledge is regarded as an important here for the higher level
post at least three to four years experience & master degree is
required for personal manager at least great graduation course is
preferable & like this for marketing master degree is very good &
important for doing well marketing.

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5.7 Promotion& Transfer:
(A) Promotion:
NATIONAL HANDLOOM has different types of promotion in
other cases the pay remains is but other element increase.
Vertical Promotion.
Dry Promotion.
Honorary Promotion.
Acting Promotion.
Up or out Promotion.
Multiple chains Promotion.
Transfer Promotion.
Some time with promotion NATIONAL HANDLOOM has meet
to many advantages the following are the benefits from the
promotion by merit system.
To recognizes and extra knowledge competence and initiatives
of the employees
It generate motivation in the competent employee, as they do
not aver to depend more on seniority for their advancement.
Competent employees are likely to be retained instead of the
being last to be the firm.


Sustainable links with the buying houses and exporters, etc.
can be developed faster by

participating in exclusive buyer seller meets. This can be done
with the help of various

agencies who have good networks with various buying houses,
trading houses,
71


Purpose of Promotion:

To recognize and reward the efficiency of an employees.
To attract and retain the services of qualified and competent
people.
To motivation employees to higher vacancies from with in the
mall.
To fill up the higher vacancies from with in the mall.

(B)Transfer:
NATIONAL HANDLOOM cannot transfer immediately to the
employees, but some employees a miss behavior, not give good
performance based position, and not a useful for a firm so some
time firm can transfer some time required in the other branch for
particular departments employees, so also transfer to the
employees. For transfer process some rules and regulation in the
firm. And after suspended to the employee by the firm some
employees social condition is week or performance is good for
particular work, so firm can automatically transferred. An
NATIONAL HANDLOOM polymer has maintained many type of
process of transfer.



Purpose of Transfer:
To meet the exigencies of the malls business.
72

To meet the requires of an employee.
To correct incompatibilities or an employee.
To suit the age and health of an employee.
To provide creative opportunities to deserving employee.
To correct erroneous placement.


CONCLUSION:
Variety:
NATIONAL HANDLOOM offers a wide variety of products of
different prices and different qualities satisfying most of its
customer.
Quality:
Providing quality at low prices and having different types of
products for different income customer is another advantage.
Prices
The price range and products offered are very satisfying to the
costumer.
The customer gets all kind of products in NATIONAL
HANDLOOM, i.e. they have to keep different brands in order to
attract more customers
NATIONAL HANDLOOM can attract more customers by
increasing the product variety, product assortment.
We conclude that NATIONAL HANDLOOM has attracting
more number with their product variety and they also improve
the satisfaction level of the customer.


73


BIBLIOGRAPHY:
Reference book:
Retail Management : Arif I. Sheikh
: Dr. Kaneez Fatima
Websites:
http://www.nationalhandloom.co.in/
http://www.nationahandloom.co.in/product.php
http://www.scribd.com/