aditya esprit

8/18/2019 Aditya Esprit

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A PROJECT REPORT ON

“ADITYA BIRLA-ESPRIT WITH RESPECT

TO CONSUMER SATISFACTION”

Submitted to Sri Krishnadevaraya

University, Bellary in artial !ul"llment o!

BB# $st year !or the a%ademi% year &'$()

&'$*+

Submitted by:

Name An-ali .our

Under the guidance of:

Prof. Prakash Kattimani

DEPARTMENT OF BBM

VIJAYANAGAR COEGE! "O#PET$%&'()*


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VIJAYNAGAR COEGE! "O#PET

CERTIFICATE

This is to %erti!y that An-ali .our hasreared this ro-e%t reort entitled / A01T2AB1R3A) ESPR1T41T5 RESPECT TO 1TS CONSU#ER

SAT1S6ACT1ON 7 under my 8uidan%e andsuervision+ This ro-e%t embodies the result

o! his e9orts and investi8ations to the

%on%ern+

Pla%e 5oset .uide

0ate Pro!

Pra:ash Kattimani

VIJAYNAGAR COEGE! "O#PET


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CERTIFICATE

This is to %erti!y that An-ali .our, student o!BB# se%ond year o! ;1JA2ANA.AR CO33E.Ehas under8one learnin8 at Aditya Birla)Esrit, on the toi% o! %onsumer satis!a%tion+5e has reared his ro-e%t under our

suervision and 8uidan%e+

Prof. Prakash KattimaniProf. Police PatilCoordinator o! 0et o! #ana8ement Prin%ial,

;i-ayana8ar Colle8e, 5oset;i-ayana8ar Colle8e,5oset

0ate

Pla%e 5OSPET

Declaration


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1, #s An-ali .our, BB# se%ond year student o! SriKrishnadevaraya University, Bellary+ 5ereby de%larethat 1 have %omleted the ro-e%t titled /ADITYABIRLA-ESPRIT WIT RESPE!T T" ITS !"#S$%ERSATIS&A!TI"#' durin8 the a%ademi% year &'$()&'$*+

The reort


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1 ress my dee sense o! 8ratitude to allthe %on%erned !a%ulty o! the 0eartment o! Ba%helor o! Business #ana8ement, ;i-ayana8ar Colle8e, 5oset !or8ivin8 an oortunity to do this ro-e%t


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Contentsi+ O+,-ti/-s! so0- 1 2imitationsii+ A+o3t A4it5a Bir2a om0an5

iii+ "istor5 Of A4it5 Bir2a om0an5iv+ A+o3t Es0ritv+ PE#T Ana25sis

vi+ In43stria2 ana25sisvii+ Bran4 0ositionin6viii+ Com0-titors of Ca4+3r5i>+ Promotional analysis>+ S4OT Analysis>i+ Con%lusion @ Re%ommendation>ii+ uestionnaire>iii+ Biblio8rahy


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OBJECT1;ES O6 T5E PROJECT

To :no< about the level o! a%%etability o! the rodu%t)Esrit by the%onsumers %urrently+

To understand vie


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ABOUT A01T2A B1R3A CO#PAN2

A USD ' billion %ororation, the Aditya Birla .rou is in the 3ea8ue o! 6ortune *''+ An e>traordinary !or%e o! $',F'' emloyees, belon8in8 to

(' di9erent nationalities, an%hors it+ 1n the year &''G, the .rou 8reat la%es !or leaders in the Asia)Pa%i"%

re8ion, in a study %ondu%ted by 5eembour8, #alaysia, #yanmar,

Philiines, Sin8aore, Sri 3an:a, S


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e>erimentin8+

IST"RY

The roots o! the Aditya Birla .rou date ba%: to the $Gth %entury in the

i%turesLue totiles and

"bre, aluminium, %ement and %hemi%als+ As a %lose %on"dante o! #ahatma

.andhi, he layed an a%tive role in the 1ndian !reedom stru88le+ 5e

reresented 1ndia at the "rst and se%ond round)table %on!eren%e in 3ondon,

alon8


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1nterestin8ly, !or #r+ Aditya Birla, 8lobalisation meant more than -ust

8eo8rahi% rea%h+ 5e believed that a business %ould be 8lobal even


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*AL$ES

• • 1nte8rity

• • Commitment

• • Passion

• • Seamlessness

• • Seed

ESPRIT

Esrit

Esrit also oerates the Red Earth %osmeti% brand


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%osmeti%s, s:in %are and body %are rodu%ts

The Esrit a8shi stores !eature both %urrent Esrit !ashion lines andli%ensee rodu%ts under one roo!+ Esrit has an ar%hite%ture deartmentthat is resonsible !or the %ise duty has led to the hi:e in aarel ri%es+

E!"#"%I! E#*IR"#%E#T


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Rise in standard o! livin8

Pri%e and Luality

Cost o! labour

Collaboration and -oint ventures

Our mar:et is uer middle %lass

.ro


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Te>t messa8in8 to loyal %ustomers

Advertisin8 on So%ial net


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.lobaliation has heled the trade in many


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and buy their rodu%ts on re8ular basis as


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Sin%e $GM* the Tommy 5il"8er 8rou has be%ome a


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Esrit is listed on the 5on8 Kon8 Sto%: E>%han8e sin%e $GG and is a

%onstituent sto%: in the 5an8 Sen8 1nde>, #SC1 5on8 Kon8 1nde>, 6TSE All)

4orld 1nde> !or 5on8 Kon8 and S@P=5KE> 3ar8eCa 1nde> and S@P Asia *'

1nde>+

SE0%E#TATI"#

#ar:et se8mentin8 is dividin8 the mar:et into 8rous o! individual mar:ets


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TAR0ETI#0

sorty and !ashionable

!eminine business loo:s

ele8ant, trend)oriented business !ashion

men and :ids that harmoniously %ombines !ashion and

!un%tion

ed% by Esrit very trendy instant ran8e !or $( to &()year)old

8irls

ed% men %osmoolitan trends !or youn8, !ashion)%ons%ious

boys

ed% body


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the 8lobe+ Esrit has more than $+$ million sLuare meters o! retail

sa%e in (' %ountries+

• The ESPR1T brand name is li%ensed to other manu!a%turers+ 1n

addition, the 8rou o


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The romotional tool !or advertisin8 ESPR1T as a brand are as

!ollo


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STRE#0T

♦ The .rou oerates more than M'' dire%tly mana8ed retail stores


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3ess romotion

Tar8ets only uer middle %lass

Tar8ets only arti%ular se8ment o! so%iety

Cometition is hi8h+

3ar8e number o! %lose %ometitors in the mar:et

"PP"RT$#ITY

♦ Esrit %an romote heavily to ull in more %ustomers

♦ E>tension o! rodu%t


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♦ Rise in e>%ise duty by $' !or aarels

♦ To ma:e balan%e bet


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A!ter the analysis o! the %omany ort!olio !ollo


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1t is %onsidered to be a /value !or money7 brand as the ri%e sent

on the brand is %omensated by the Luality it rovides+

The %losest %ometitor to ESPR1T is Tommy 5il"8er, !ollo


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!"#!L$SI"#

1n the end 1 and and 8ro< in the !uture+ The %omany not only


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0ear Customer,

1, 2ash o! ;i-ayana8ar Colle8e, 5oset !or the artial !ul"llment o! BB#,


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Ba8s @


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F+ 3atest trendsH+ Not


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aditya esprit

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