“to Suggest the Marketing Strategies by Analyzing the Performance of Products of Malwa Cotton Spinning Mills Ltd. (Mcsml)”Barnala

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“To Suggest the marketing strategies by analyzing the performance of products of Malwa Cotton Spinning Mills Ltd. (MCSML)”Barnala Mr. Anirudh Pandit* & Mrs. Khan Tarannum M. R*& Mr. Mohd. Majid** * Assistant Professor Aryabhatta College, Barnala, Punjab,Pin:148101,India **Assistant Professor, SLIET, Punjab, India.

Email address: anirudh_24jan2@yahoo.com, aaminahk70@gmail.com, mohdmajid_2004@rediffmail.com

Abstract
The Indian textile industry is one of the largest segments of the Indian economy accounting for over one-fifth of the total industrial production. To acquire the highest Share in the segment and become market leader, one should retain and try to enhance its present customers and increase new customers. To achieve this aim one should keep analyzing its products performance and adopt appropriate marketing strategies. The objective of this study helps to investigate the various factors that affect the performance of product in market place. This study used face to face interaction and gathering information regarding product performance. The data were collected from market located in Barnala city, of Punjab. The sample included 50 retailers/wholesalers. The various performance affecting variables were identified by structured questionnaire. These variables were quality, price, product range, distribution channel, puntuality, advertisement. This study will help the company to understand the various factors that effect their product performance in the market place and by considering these factors company can more focus on their marketing strategies.

Key words- Marketing Strategy, Performance, Structured questionnaire, distribution channel.

Introduction

The Indian textile industry is one of the largest segments of the Indian economy accounting for over one-fifth of the total industrial production. The Indian Textiles Industry has an overwhelming presence in the economic life of the country. Apart from providing one of the basic necessities of life, the textiles industry also plays a pivotal role through its contribution to industrial output, employment generation, and the export earnings of the country. The industry has a complex structure marked by presence of large-scale production units as well as small-scale independent units. The industry is manufacture driven with spinning having large-scale operations and the retailing as the weakest link. This is in sharp contrast to the industry structure internationally where buyers have the maximum leverage in the entire supply chain controlling the changes in fashion and influencing the demand of various product categories across the entire chain right up to the yarn manufacturers. Now since bulk of the apparel consumption, the main output of the industry, is done in US and Western Europe therefore it is fair to say that it is the US and European buyers who actually run the global textile industry thus internationally in the textile industry all the manufacturers including the Indian ones don’t have much bargaining power. The Sector Plays a Significant Role in the Economy

The Indian textile industry is one of the largest and most important sectors in the economy in terms of output, foreign exchange earnings and employment in India. It contributes 20 percent of industrial production, 9 per cent of excise collections, 18 per cent of employment in industrial sector, nearly 20 percent to the country’s total export earnings and 4 per cent to the GDP. The sector employs nearly 35 million people and is the second highest employer in the country. The textile sector also has a direct link with.It has been estimated that one out of every six households in the country depends directly or indirectly on this sector.India has several advantages in the textile sector, including abundant availability of raw material and labour. It is the second largest player in the world cotton trade. It has the largest cotton acreage, of about nine million hectares and is the...
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