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A study on market share of kitex products-lungies and dhotis

A study on market share of kitex products with Special Reference to Kitex Ltd. Kizhakkambalam

 

This study is aimed to know the market share of Kitex lungies and dhotis and to form marketing strategies to improve its market share.

 

            Company sales do not reveal how well the company is performing relative to competitors.  Suppose a company’s sale increase could be due to improved economic conditions benefiting all companies or it could be due to improved company performance relative to competitors.  Management needs to track its market share.  If the company’s market share goes up the company is gaining on competitors, if it goes down, the company is losing relative to competitors.

 

            Managers must carefully interpret market share movements of product line, customer types region, and other breakdowns.  The market share decline was due mainly to a loss of some customers who normally made larger than average purchases.  The managers must investigate why these customers were lost.

 

            The marketer’s should know the market share by various methods for business and should anticipate future demand.  Thus quantitative measurements are essential for analyzing marketing opportunity, planning marketing programme and find controlling marketing control.


Executive Summary
 
The Kitex Ltd, situated at Kizhakambalam in Ernakulam district is one of the flourishing textile companies, which comes under the prestigious Anna Group. Kitex lungies, dhotis and bed linen are the hallmark of the success of Kitex Ltd.
 
This study was conducted for assessing the market share of Kitex brands and to sort out the ways and means for improving the existing environment. The researcher also aimed at bringing our dealerís opinion regarding the reason for stocking the brand, distribution, quality, price and selection of Kitex lungies and dhotis.
 
It was found that Kitex products had good brand image and quality. The market share of Kitex lungies and dhotis were found to 19.47% and 11.5% respectively. The unbranded low priced items captured the major portion of the market share. The company had a good distribution network. It was noted that the company should give more incentives to the dealers to boost up the sales. Schemes and incentives offered by the other brands were more attractive than Kitex.
 
Kitex lungies had good enquiry from the customer but Kitex dhotis had comparatively less enquiries. So the Kitex dhotis need more sales promoting activities. Even though the Kitex dealers thrived in quality, the major portion of the market was conquered by the low priced unbranded lungies and dhotis. So Kitex can increase its sales by trying low priced items.
 
It was found that the company required building up of more confidence among dealers through promotional activities.
 
 
OBJECTIVES OF THE STUDY
 
Main Objective
 
To assess the dealers perception on market share of Kitex lungies and dhotis and to find out the ways and means to improve its market share.
 
Specific Objectives
 
1)                 To study the preferences of dealers to stock Kitex textiles
2)                 To study the dealers satisfaction about the price.
3)                 To study weather the dealers are satisfied with the quality of Kitex textiles.
4)                 To study about the dealerís satisfaction with the distribution of Kitex
5)                 To know dealers attitude to push Kitex textiles.
6)                 To give suggestions to Kitex for increase the sales of Kitex lungies and Dhotis
Source: A study on market share of kitex products-lungies and dhotis
« Last Edit: August 02, 2013, 02:50:29 PM by TechShristi »

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