Fashion industry internship and training

Fashion Industry Internship and Training

INTERNSHIP REPORT ON BUSINESS

DEVELOPMENT EXECUTIVE

(FASHION SALES) IN AVOLOGI

INFOTECH PRIVATE LTD

Submitted by:

Rahul Hela

Under the Supervision of:

Dr.Anannya Deb Roy

Assistant Professor

IN PARTIAL FULFILLMENT OF THE POST GRADUATE DEGREE

"MASTER OF FASHION MANAGEMENT"

Submitted to:-

Department of Fashion Management Studies National Institute of Fashion Technology

NIFT Campus, Plot-3B, Block-LA, Sector III, Salt Lake City Kolkata - 700 098

August, 2016

BUSINESS DEVELOPMENT EXECUTIVE (FASHION SALES)

NATIONAL INSTITUE OF FASHION TECHNOLOGY, KOLKATA

DECLARATION

I Rahul Hela hereby declare that the Project entitled “Business Development

Executive(Fashion Sale) in Avologi InfoTech Private Ltd. “submitted towards, partial

fulfilment of the Degree of Master of Fashion Management is our original work and no part

of the project has been copied from any other reports or any other work carried by someone

else which has been submitted for any other degree/award.However,any material taken from

any other published source has been suitably referred and acknowledged at various places.

Rahul Hela

Department of Fashion Management Studies

National Institute of Fashion Technology

Kolkata



CERTIFICATE

This is to certify that Mr. Rahul Hela of National Institute of Fashion

Technology, Kolkata has successfully completed his Fashion Industry

Internship and Training (FIIT) work titled –Business Development Executive

(Fashion Sales) in Avologi InfoTech Private Ltd in partial fulfilment of

requirement for the completion of 2 Years Post Graduate Programme "Master of

Fashion Management" as prescribed by the Department of Fashion Management

Studies, National Institute of Fashion Technology.

This 'Fashion Industry Internship and Training' report is carried out by him

during the period from 01/06/2016 to 30/07/2016 under my mentorship.

Dr.Anannya Deb Roy Assistant Professor

Department of Fashion Management Studies

National institute of Fashion Technology

Kolkata



ACKNOWLEDGEMENT

I grateful to NIFT for providing us an opportunity to do internship work on “Business

Development Executive (Fashion Sale) in Avologi InfoTech Private Ltd... I express our

whole hearted thanks to my internship mentor, Dr.Anannya Deb Roy, Assistant Professor,

NIFT Kolkata for the encouragement and moral support in organizing my work and giving us

valuable tips for making it presentable.

I am indebted to Mr. Sachin Kumar, my industry mentor who has guided and supervised me

throughout this study. I have no words to express my gratitude to him

My thanks are also due to Mr. Dibyendu Bikas Dutta, Associate Professor, and NIFT

Kolkata for his advice in collecting data and other relevant information and being a source of

motivation always.

My thanks are also due to Ms.Ritu Malhotra for his advice in collecting data and other

relevant information.

I will be failing in my duty if I do not mention the name of my CP Ms.Bharti Moitra and

other faculty members for their help in my Degree Project.

I will be failing in our duty if I do not mention the name of our faculty, Dr.Sougata

Banerjee, Assistant Professor, NIFT Kolkata for his constant support and other faculty

members for their help in my Degree Project.

I also thankful to all the students of National Institute of Fashion Technology (N.I.F.T.)

who participated in the study, for their valuable contribution and the time they gave so

willingly.

I thanks to my family and friends, for their feedback and support during this study.

NAME-RAHUL HELA

ADDRESS: NIFT KOLKATA

MASTER OF AFSHION MANAGEMENT

DATE OF SUBMISSION: 17/08/2016



EXECUTIVE SUMMARY

Avologi InfoTech Private Limited is one of the biggest apparel companies in Kolkata,

commenced its operations from mid-2015 and has since been able to establish one of the

largest networks of five branches in four different sectors. Avologi InfoTech Private Limited

offers all kinds of Commercial Corporate and Personal garment sell based services include

business Development solutions. Avologi InfoTech Private Limited is one of the marketing

firms which facilitate all kind of facilities that an marketing firm offers. It is working locally

as well as nationally.

Customers are very important for every business. Garment sector in Kolkata has grown

significantly as “marketing-industry” overtime. My report is based on the marketing strategy

of Avologi InfoTech Private Limited for Monohar Textile. In this report I tried to lift up a

general condition of marketing strategy of Avologi InfoTech Private Limited as marketing

promised and delivered to the customers.

The first part of the report contains information of the organization itself, the products and

Services that marketing sector is providing to the customer and vision for the future. The

second part of the report contains the nature of job, my duties and responsibilities towards the

job and some suggestions how they can improve their current marketing strategy. The third

part contains the project part that I was involved in my internship. In this part I have

discussed about marketing strategy of Avologi InfoTech Private Limited, employee’s

behaviour and cooperation to the customer. The last part contains the concluding part. Before

drawing any conclusion based on this report it may be noted that there might be lack in data,

but still it may be useful for designing any further study.



TABLE OF CONTENTS

ACKNOWLEDGEMENT .............................................................................. 4

EXECUTIVE SUMMARY ............................................................................ 5

1. Introduction of the Company:- ................................................................... 9

1.1 Overview of Avologi InfoTech Private Ltd: ............................................ 9

1.2 Company Specialization:- ......................................................................... 9

1.3 Company Service:- ................................................................................... 9

2. Our Procedure:- ........................................................................................ 11

3. Description of the Job:- ............................................................................ 11

3.1 Responsibilities: ...................................................................................... 11

3.1.1 Mass/Direct Marketing: ....................................................................... 11

4.1 Summary:- .............................................................................................. 13

4.2 Objective of the Project: ......................................................................... 13

4.4 Limitations: ............................................................................................. 14

5. Overview of Monohar Textile .................................................................. 14

6.1 Marketing ................................................................................................ 14

6.2 Marketing Strategy ................................................................................. 15

6.2.1 Marketing Mix:-................................................................................... 16

6.2.2. Target Market:- ................................................................................... 16

6.2.3. Competition:- ...................................................................................... 17

6.3 Relating marketing mix with project:- ................................................... 20

6.3.1.2. Double Bed Sheet ............................................................................ 21

6.3.1.3. Pillow Covers:- ................................................................................ 22

6.3.1.4 Blankets: ........................................................................................... 23

6.3.2. Price:- .................................................................................................. 24

6.3.3 Place: .................................................................................................... 25

6.3.4 Promotion:- .......................................................................................... 25

6.4 Competitors Analysis:- ........................................................................... 25

7. SWOT Analysis of Avologi InfoTech Private Limited ............................ 25

8. My learning from the Project .................................................................... 26

9. Conclusion:- .............................................................................................. 27

10. Reference ................................................................................................ 27



LIST OF FIGURES

FIGURE 1 COMPANY WEBSITE PAGE .......................................................... 9

FIGURE 2 COMPANY SERVICE 2 ................................................................. 10

FIGURE 3 COMPANY SERVICES 2 ............................................................... 11

FIGURE 4 MARKETING .................................................................................. 15

FIGURE 5 MARKETING STRATEGY ............................................................ 15

FIGURE 6 MARKETING MIX ......................................................................... 16

FIGURE 7 TARGET MARKET ........................................................................ 16

FIGURE 8 COMPETITORS .............................................................................. 17

FIGURE 9 PRODUCT........................................................................................ 18

FIGURE 10 PRICING ........................................................................................ 18

FIGURE 11 PLACE............................................................................................ 19

FIGURE 12 PROMOTION ices ......................................................................... 19

FIGURE 13 SINGLE BED SHEET ................................................................... 20

FIGURE 14 DOUBLE BED SHEET ................................................................. 21

FIGURE 15 PILLOW ......................................................................................... 22

FIGURE 16 BLANKET ..................................................................................... 23



LIST OF TABLE

TABLE 1 SINGLE BED SHEET ....................................................................... 21

TABLE 2 DOUBLE BED SHEET ..................................................................... 22

TABLE 3 PILLOW ............................................................................................. 23

TABLE 4 BLANKET ........................................................................................ 24

TABLE 5 PRICING ............................................................................................ 25



1. Introduction of the Company:-

1.1 Overview of Avologi InfoTech Private Ltd:

Avologi InfoTech Private Limited is committed to providing HR-related solutions & IT

related solutions to its clients. Established in 2015, we source employees for clients from all

over the India.

Avologi InfoTech Private Limited offers total recruitment services for both employers as well as

employees. We have expertise in IT, ITES and Non-IT Recruitment. We are mainly focused into IT,

ITES, BPO/KPO, and Telecom, Networking, Software development and Security solutions and Sales.

FIGURE 1 COMPANY WEBSITE PAGE

1.2 Company Specialization:-

Consulting Service

Placement Service

Software Development

IT-Hardware and Networking

Sales

1.3 Company Service:-



Avologi InfoTech Private Limited Provides quality cost-effective staffing solutions through

state-of-the-art technologies. We have managed to identify our clients’ needs and fulfil them, while constantly

coordinating with the client. Some of the services we provide include:

Training

Consulting

Sourcing

Placement Services

Software development

Telecom

IT-Hardware & Networking

Security Solutions

Sales

FIGURE 2 COMPANY SERVICE 2

Company provide different kinds of training including Voice Accent Training, Personality

Development Training, Communication Skills Training, and Spoken English Classes.

Company provide training for job seekers and after assessing their capabilities, we train and source

them for the appropriate industry. We offer quality training on a one-to-basis, through our expert

faculty, and continuous monitoring.

Avologi InfoTech Private Limited aims to accurately identify our clients’ needs and fulfil

their needs, while constantly coordinating with the client. We have a well-trained staff of

technical and managerial manpower. They are experts in their respective fields and they work



together to provide you with effective solutions. We understand the industry well and can

provide you with the exact solutions.

FIGURE 3 COMPANY SERVICES 2

2. Our Procedure:-

3. Description of the Job:-

In Avologi InfoTech Private Limited I have worked as a Business Development Officer. As a

service and product oriented company the major responsibilities were to visit the clients

physically and take the requirement for their apparel products. I have done some other works

too. In the following there is a short description of my work.

3.1 Responsibilities:

3.1.1 Mass/Direct Marketing:

Avologi InfoTech Private Limited is mainly works locally. Recently they have started local

marketing. For this reason they have recruited some Business Development Officer and I was

also an officer of them. In a new market their need some mass marketing where capturing and

increasing client profile is very important. So there need some field work. In a week at least

three days I have visited 10 offices per day for meeting clients. Also I have visited those

clients who called me on phone.



3.1.2 Taking Requirements: By visiting clients directly and giving them our offer/proposal who were interested to give

work to us, I have visited there again to take the requirements for product and Services.

Sometimes we show some demo products for attracting clients or giving them an idea of our

products..

3.1.3 Maintain Database:

After visiting of our clients when I came to the office, I have putted all the visited

information to our office database for future work. This database was always updated by me.

From this database I have called the clients time to time for knowing their updates. This will

help to keep in touch with the clients. Phone call is very much important for an marketing in

our industry as it is not so much well known to our local and people have lack of information

about product information.

3.1.4 Managing Clients: Understanding a client about product, fabric or features is a tough work in marketing.

There are lots of organizations where the owner is not so much well educated. I have done a

Massive work for those who don’t know what is product, how this helpful and why

this is necessary for an organization. This direct marketing helped me because I have closely

Monitored the client’s behaviour and their demand. So understanding client’s psychology is

an achievement for me.

3.2 Different Aspect of Job Performance:

During my internship program my job performance was an important issue for myself as well

as for the company. As local marketing was started by a new team where I was a member, it

was a challenging task for me to perform perfectly. Throughout the two months internship

period first month was my training period. In the first month my learning was perfect to work

in field. From the second month I have started field work as well as the office task. I have

managed of average 7-8 work in every month for the company which was as impressive as a

new employee for marketing. My supervisor was very pleased for my work and depending on

me he recruited five new developers in the firm to doing work timely and efficiently. There

was some lacking in my work too. As a business graduate I do not have sufficient knowledge

about apparel, so sometimes I could not talk to my clients on fabric and design knowledge.

3.2 Critical observations and recommendations:

Avologi InfoTech Private Limited is one of the potential marketing firm in the marketing

sector. It is quite difficult to give suggestions on how to improve the condition of Avologi

InfoTech Limited. As we know that nothing is perfect, there is always room for

improvement, so I have found during my internship that Avologi InfoTech Private Limited

can take the following suggestions.

General working conditions ought to be improved.

Should increase the manpower for quick client service.

Branches can be increased in the city for local marketing.

They have many attractive product/ services but they do not promote their products.

They can do advertise of their product/ services so that more people get attracted to it.



They can give massive add to the television, billboard and newspaper as well as social

networking sites like Facebook or Twitter.

Management should arrange appropriate training facilities to their staff to be always

helpful, courteous and knowledgeable.

Should have complaint management where the customers can give their feedback

about the services.

Take the customer’s problem as their own responsibility to solve quickly and

personally follow up to make sure the customer is satisfied.

They should either renovate the office space or let it have a larger space to their need.

4.1 Summary:-

Marketing performs an essential function in the economy of a country. Being a marketing

industry an marketing provides various services to its customers. So, every marketing have to

think about their customer first, because the customers are the sovereign. Marketing is one of

the most essential parts of any organization. Starting with the product promotion to giving the

best service to the customers marketing is everywhere. Financial success often depends on

marketing ability. My report basically prepared on how Avologi InfoTech Private Limited

applied their marketing strategy on Monohar Textilefor delivering superior service, better and

faster answering the inquiries, delivery the services on-time and quicker resolution of

complaints etc. and the topic is

“Marketing Strategy of Business Development officer for Monohar Textile.”

Description

4.2 Objective of the Project:

(a) Broad Objective: The ultimate objective of the study is to gain real life exposure in any kind of product

and get a clear idea about marketing and sales strategy as well as promoting brand.

(b) Specific Objectives:

Clients perceptions about product design and development

Different positioning strategy of Avologi InfoTech Private Limited

Market monitoring of Avologi InfoTech Private Limited program

To determine the origin of consumer perception and positioning strategy in terms of

Marketing.

Informative promotional activity to inform consumer about the product and services

About the Communication of different media

To understand the selling activity and working climate

To experience the problem solving strategy

4.3 Methodology: Methodology contains two types‟ of data, information we got for presenting the internship

Report. First we used Primary data and then Secondary.

Primary Data:



In Avologi InfoTech Private Ltd. I was recruited as a Business Development Officer where

my job is to do mass marketing to capture and increase the client profile in local market as

Avologi InfoTech Private Ltd. is mainly work locally. During my job I have experienced a lot

of important things about marketing strategy which is now helping me to do my report. In

Avologi InfoTech Private Ltd. we have arranged a team meeting of marketing people lead by

our marketing head where we have shared our every day‟s experience. We have also

discussed about whether we need to change our marketing strategy or we will continue with

our current marketing strategy.

From those team meeting I have gathered a lot of vital information about the marketing

strategy of Avologi InfoTech Private Ltd.

Secondary Data:

For secondary data I have used the catalogue of company. Besides this I have also used the

profile of my fashion skill. which has been provided by my onsite supervisor Mr.Sachin

Kumar.

4.4 Limitations:

The present study was not out of limitations. I have faced some obstacles at the time of

preparing this report. But as an intern it was a great opportunity for me to know the sales

activities and the marketing strategy. Some constraints are as follow-

1. One of the major limitations is the shortage of time. Since the officials had no enough

time to respond toward my query but they had tried their best to help me to provide

Information.

2. Because of the limitations of various sources of information the report doesn't contain

many important information and data. So, I was incapable to provide valuable information.

3. The main constraints of the study are inadequate access of information, which has

hampered the scope of analysis required for the study.

5. Overview of Monohar Textile

Monohar textile is a upcoming growing company in Kolkata.

Its located at Burr bazar in Kolkata, West Bengal

It produces Single Bedsheet,Double Bedsheet,Pillow cover, White Blankets

It price range is very affordable.

Their customer basically Hotels and Hospitals,Nurshing Home in Kolkata

6.1 Marketing

Marketing is the management process through which goods and services move from concept

to the customer. As a philosophy, marketing is based on thinking about the business in terms



of customer needs and their satisfaction. Marketing differs from selling because selling

concerns itself with the tricks and techniques of getting people to exchange their cash for

your product. It is not concerned with the values that the exchange is all about. And it does

not, as marketing invariably does, view the entire business process as consisting of a tightly

integrated effort to discover, create, arouse, and satisfy customer needs.

FIGURE 4 MARKETING

6.2 Marketing Strategy

A marketing strategy defines objectives and describes the way company going to satisfy

customers in own chosen markets. It does not have to be written down but it is easier to

communicate to outsiders.

FIGURE 5 MARKETING STRATEGY



Marketing Strategy includes –

6.2.1 Marketing Mix:-

FIGURE 6 MARKETING MIX

6.2.2. Target Market:-

FIGURE 7 TARGET MARKET



6.2.3. Competition:-

FIGURE 8 COMPETITORS

Marketing Mix

The Marketing mix is a set of four decisions which need to be taken before launching any

new product. These variables are also known as the 4P‟s of marketing. These four variables

help the firm in making strategic decisions necessary for the smooth running of any product /

organization.

THESE VARIABLES ARE

1. PRODUCT

2. PRICE

3. PLACE

4. PROMOTIONS

Product:-

Product and Service is the main item for an Textile Industry. Therefore Product is also the

first variable in the marketing mix. Product decisions are the first decisions which need to



take before making any marketing plan. A product can be divided into three parts - The core

product, the augmented product and the tertiary product.

FIGURE 9 PRODUCT

PRICE:-

Pricing of a product depends on a lot of different variables and hence it is constantly

updated. Major consideration in pricing is the costing of the product, the advertising and

marketing expenses, any price fluctuations in the market, distribution costs etc. Pricing

affects the targeting and positioning of a product. Pricing is used for sales promotions in the

form of trade discounts. Thus based on these factors there are several pricing strategies, one

of which is implemented for the marketing mix.

FIGURE 10 PRICING



Place:-

Place refers to the distribution channel of a product. The place where the product is

distributed depends on the product and pricing decisions, as well as any STP (situation/

target/ proposal) decisions taken by a firm.

FIGURE 11 PLACE

Promotion:-

Promotions in the marketing mix include the complete integrated marketing communications

as well as sales promotions. If the product is completely new in the market, it needs brand /

product awareness promotions, whereas if the product is already existing then it will need

brand recall promotions. Promotions also decide the segmentation targeting and positioning

of the product. The right kind of promotions affects all the other three variables – the product,

price and place. If the promotions are effective, a company might have to increase

distribution points, might get to increase the price because of the rising brand equity of the

product, and the profitability might support a company in launching even more products.

FIGURE 12 PROMOTION ices



6.3 Relating marketing mix with project:-

For Manohar Textile how Avologi InfoTech Private Ltd. applied marketing mix strategy, I

am describing below: Software Development

6.3.1 Product:-

6.3.1.1 Single Bed sheet

FIGURE 13 SINGLE BED SHEET

Feature Units

Colour White

Size Single

Material Cotton



Thread Count 200

Dimensions 59 inches X 90 inches

Item Weight 172gm

Upholstery Material Cotton

TABLE 1 SINGLE BED SHEET

6.3.1.2. Double Bed Sheet

Figure 14 Double Bed Sheet



Feature Unit

Colour White

Size Double

Material Cotton

Thread Count 136

Dimensions 90 inches X 96 inches

Item Weight 821 gm

Upholstery material Cotton

Table 2 Double Bed Sheet

6.3.1.3. Pillow Covers:-

FIGURE 15 PILLOW



Feature Unit

Size 17" X 27"

Material: Cotton

Pattern Solid

Product Dimensions 31.6 x 23 x 0.2 cm

Colour White

TABLE 3 PILLOW

6.3.1.4 Blankets:

FIGURE 16 BLANKET



Feature Unit

Style Traditional

Material Down cotton

Pattern Solid Colour

Thread Count 233 TC

SIZE TWIN: 70 INCHES WIDE X 90

INCHES LONG

QUEEN: 90 INCHES WIDE X 96

INCHES LONG

KING: 107 INCHES WIDE X 96

INCHES LONG

TABLE 4 BLANKET

6.3.2. Price:-

Sl No. Product Name Price(Rs)

1 Single Bed sheet 599

2 Double Bed Sheet 699

3 Pillow Covers:- 265

4 . Blankets 5056



TABLE 5 PRICING

Value of the product to the Buyer

Price sensitive customer or not. Reason of a small decrease in price

Price competitors.

6.3.3 Place:-

Place where monohar customer look for product.

Kind area where customers will look for.

6.3.4 Promotion:-

Promotional activity of Monohar Textlle by Avologi InfoTech Private Limited.

Marketing Promotion

Business Development

6.4 Competitors Analysis:-

Competitors that threaten Monohar Success:-

Main competitor’s tactical strategies

7. SWOT Analysis of Avologi InfoTech Private Limited:-

Strengths:-

ISO 9001-2005

Avologi Infotech Private ltd is certified under ISO 9001-2005 and so it meets the

Requirement of international standard and has a value in the mind of concern people. It

helped Avologi InfoTech Private Limited to attract Monohar Textile.

High quality product:

Monohar Textile products are so high and customer choice likes products. Customer prefers

these products. Many Hospital and hotel buy Monohar textile products.

Tremendous market positioning:



Monohar Textilehave great market share and partner. They have large customer and vendors

who were buy their products.

Highly qualified and skilled management:

They have large and professional management team.

Highly motivated workforce:

Highly motivated workforce and cheap labour costing.

Adequate financial resources:

They have more financial resource

Weakness

Capitalization decision making

Less promotional Activities

Opportunity

Promotional Activity planning

Organization except can product line

Organization hired more expertise and educated person

Technological Factor

Threads

Changing demand due to buyers need

Unsupportive government policy

Client looks knowledge about Product and Market price

8. My learning from the Project

From the project of Monohar Textile Marketing I have learnt a lot of things

which are-



How to communicate with the customers

What manners should follow when communicate with a customer

How to attract/influence a customer

How a marketing helps an organization in the long run

How to beat the competitors

How to fix the price

How to sell/bargain with customers

What are the times of promoting products

How to promote products

Strategically development of Marketing

9. Conclusion:-

We should study marketing strategy because we all use marketing techniques in every aspects

of business. If we want to work in business, we need to know about marketing strategy

because marketing people play a vital role in business activities. Marketing jobs are

inherently interesting because of the variety of people encountered and activities undertaken.

In addition, it offers the opportunities for financial rewards and promotions. After conducting

this report successfully I have found that Bengal Solutions Limited can be able to create a

significant position to our economy and try to boost up the economy of Marketing Sector.. In

conclusion I can strongly predict that Avologi InfoTech Privated Limited contains a great

future ahead of it

10. Reference

Philip Kotler, Principles of Marketing, Prentice – Hall, 1980

Marketing Mix: http://www.mindtools.com/pages/article/newSTR_94.htm

Avologi InfoTech Private Limited- www.avologi.net/careers

Monohar Textile- www.indiamart.com/company/23048729/

Google

Wikipedia

answer.com

Fashion industry internship and training

Marketing

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