GLOBAL LINEN

PRESENTED BY:-JAYESH PORWAL MARKETING

HEAD

Company Profile Established in 1992 . Renamed as “VIDHYA MILLS (India)” Vidhya Mills (India) is known mainly for

catering in “Plain Rubia”. GLOBAL LINEN was launched in year 2011. GLOBAL LINEN is a division of Vidhya Mills

(India) Group.

Introduction

Manufacturer of Linen fabric.Plant located at Bhiwandi (MAHARASTRA).

Indian Textile Industry

It contributes more than 4% to the GDP.

It contributes 17% to the country’s export earning.

It provides employment to over 3.5 cr individuals.

It provides the second largest no. of employment after agriculture.

Marketing Strategy Selling takes place through AGENTS of the company. It takes place face to face with Customers and Clients. Customer Service High Quality Product.

Distribution

Channel

Manufacturing Unit

Agency

Distributors

Stockist

Wholesaler

Retail Outlets

BE THE LEADER TREND SETTER KEEPING CUSTOMERS SATISFIED QUALITY MAINTENANCE

To maintain Long-Term Relations with our customers.

To provide them with best product .

TAG LINE

WE SET YOU FOLLOW(Rolex)

RICHNESS (Premium) EXCEL THE

EXCELLENACE (Star)

Target Audience

Business Class Corporate Industrialists Upper Income Class Upper Middle Class People who want comfort and richness

Positioning

PREMIUM QUALITY We aims for extending our brand

globally. SMOOTH, RICHNESS, FEEL,

STANDARD, STATUS SYMBOL, COMFORT for all occasions.

Competitors

Linen Club (ADITIYA BIRLA GRP) Raymonds Arvind mills Vimal Reid & Taylor Other Linen Manufacturer and

Trading House.

Segmentation

Geographic Demographic i.e. Age, Social Status

& Income Psychographic i.e. Personality Behavioral i.e. Benefits

Product Line Extension

ROLEX :- 100% LINEN (DESIGN) monthly new designs are introduced and on market demand odd designs are repeated.

PREMIUM :- 100% LINEN (PLAIN). Its available in 7 colours i.e. Blue, Yellow, Grey, Baby Pink ,Orange ,Black and White.

STAR :- BLEND OF COTTON(40%) AND LINEN (60%).It has strips and plain pattern in all colours.

Price Determination

Price is influenced by the following factors:- Cost of the product Affordable for the target market Demand of the product Uniqueness and innovative features of the products

Price

STAR :- ₹435

ROLEX :- ₹745

PREMIUM :- ₹570

ALL PRICES ARE PER METER.

Promotion

Global Linen is marketed as a product of Superior Quality .

Preferred By BUSINESS CLASS AND CORPORATE Customers

Sales Bonanza i.e. Gift hamper (sales ₹10,00,000), Free trips (sales above₹20,00,000), additional commission (above ₹25,00,000).

PLACE

All India. Mainly metro cities. Export to Dubai and China.

• Loyalty of customers and high product quality.• People trust on products and high brand loyalty.• Loyalty of employees due to decentralization.• Strong Distribution Channels.• Each Distributors takes Customer comments and opinion. Strong research and development for product and innovations.• Good advertising and popular branding through TVs and print ad campaigns.

Weakness Increased linen yarn prices affect higher raw material cost and lower company margins.We actually depends on a group of key customers for a great portion of sales. Therefore, we needs to change in customer relationship.

Opportunities

Consistent growth over years. Large and growing market. Global expansion would give more

opportunities for brand to grow.

THREATS One critical weakness that we faces is

heavy competition. All major players in the industry are

competing with each other not only on low price but also better quality.

Increased social and ecological awareness will put pressure on company to follow international labour laws and environmental laws.

Advertising The advertising medium used by the

company are free gifts i.e. Pocket dairy, Note pad.

Bill boards and Banners at Distributors place etc.

We will advertise in Newspapers, Textiles Journals (GANT), Business Journals, Facebook and Television.

Sales

We uses selective but intensive distribution level for the distribution of our products.

One Distributors/Agent for One State. Major cities like Delhi, Mumbai,

Bangalore, Kolkata , Ahmadabad and Chennai have separate Agent and Agencies.

Presented by:

JAYESH PORWAL