Chapter: 1 - Portfolio 2016

Transcription

Chapter: 1
INTRODUCTION
About the company
“New Leather Belt Company” is an India-based fashion export house which has established its strong
foothold across the globe with its total dedication, effective and stringent quality control along with
advanced machineries and equipment.
“New Leather Belt Company Pvt Ltd” and “Neela Enterprises” is a luxury brand founded by Mr. Neela Mehta of
NLBC, made to become a destination for judicious people. It embodies rich quality, sophisticated look and classic
styles.
NLBC reflects high fashion using skilled craftsmanship and fine leather. To create classic & timeless
heirlooms that subtly hint fashion ramps of New York, Paris & Milan. The collection includes Handbags, wallets,
clutches, belts, lifestyle accessories and travel goods.
Along with creating an aesthetic appeal, NLBC understand its responsibility to maintain Ecological values by
using finest leather and hardware as per REACH Norms.
Every NLBC product is individually handcrafted and reflects its own identity.
The finest vegetable oil tanned leathers made in our own tanneries are used primarily. Also some of the finest
Italian leathers imported through our overseas associates go into making a NLBC product. These include various
full grains, exotic prints such as Croco, Python, Lizard & many more aniline finishes.
Each NLBC product is made in the old fashioned way using solid brass fittings which are individually gold
plated to maintain high quality and timelessness of the products.
1
1.1 YEARS OF GROWTH:
 1975 - Neela Mehta, of Indian origin, envisaged a future in which people were able to dress in a fun,
inspirational and affordable way. Her first accessory was a handicraft item.

1979 - The handicrafts were a huge hit and a roaring success and we decided to identify ourselves as
Neela Enterprise diversifying into various fashion accessory products in textiles and leather amongst
others.
 We were the first to participate in Germany at the most important fair for International Ladies Fashion
in Europe.

1980 – We were offered to display our articles free of charge in the Centre for Promotion of Imports
from Developing Countries (CBI) Netherland, for 6 months. Our items passed for quality, fashion,
designs by visitors.
 1982 – Participated in various international trade fairs at Prêt a Porter, Berlin Partner for Progress, New
York Prêt, Japan International Fair, South Africa at Johannesburg, Durban regularly.
 1988 – On successful results we were invited to International Spring Fair ’88, Utrecht. Phase 2 Export
Promotion Program with Technical and Financial Assistance by Netherland Govt., CBI at Rotterdam
for promotion of our items for export to International Market.
Also participated in 1st Business Delegation of 22 women entrepreneurs to Bangkok, Hong Kong and
Taiwan.
 1991 – Our CEO participated in Small and Medium Enterprises Program at Indian Institute of
Management, Ahmadabad and successfully completed the same.
 2000 – With excellent quality and repeated order bookings International Market penetration was
rapidly increasing and slowly moving towards large international brands..
 2007 – On further demand and requirement for OEM of our esteemed fashion brand houses we set up
our own manufacturing unit near Chakan strategically located close to Expressway and direct passage
to JNPT Port. Equipped with state of the art machinery from Italy to produce world class merchandise.
Our factory is as per norms by US Requirement and has been inspected and passed by J.C.Penny and
many other major retailers in Europe and USA.
 2010 - Founded our own Brand NICCI after identifying Brand awareness in India and the growing
youth awareness in fashion, now ready to accept our high fashion products.
 2012 – Laid platform for NICCI by choosing eminence vendor and suppliers for smooth execution.
 2014 – Moving ahead towards flagship stores at various places across India.
2
Chapter: 2
2.1 Problem Statement:
The consumer market in India is now adapting to the fashion at par with Europe and US fashion. So therefore to
tap into this rapidly growing market and to take benefit of our manufacturing and design skills, this project has
been under taken.
2.2 Project Objectives: (Purpose of proposed investigation):

.To find the target market for the leather belts, bags

To understand Indian consumer behavior through the luxurious leather goods

To find Weather the Indian market is viable in terms of price, product, place and promotions
for the leather goods.
Chapter3
Vision: While pursuing a vision for a creative world, NLBC has blended design quality and commitment to
give the very best in accessories. The company is now gearing up to exploit all opportunities with an objective
to:

Innovate

Explore

Excel
3
Chapter: 4
Why in India?
The leather and leather products industry is one of India’s oldest manufacturing industries. That catered to the
international market right from the middle of the 19th century .the demands for its products being both domestic
as well as international right from the beginning. About 46% of the production in the sector is exported and it
ranks 8th in the list of India’s top export earning industries.
Since 1991 as India adopted the globalization and liberalized economic policies, the leather industry has
flourished consistently in several ways and has contributed heavily to the Indian exchequer. Investing in Indian
Leather Industry is advantageous because the industry is poised to grow further and achieve a major share in the
global trading market.
Indian Leather industry currently is one among the top 8 industries for export revenue generation in India.
Holding 10% of the global raw material, and 2% of the global trade. India has become biggest livestock
producer in the world, with the capacity.
Indian leather industry occupies a prominent place in the India economy in view of its massive potential for
employment, growth and exports. There has been an increasing emphasis on its planning development, aimed at
optimum utilization of available raw materials for maximizing the returns, particularly for exports. The exports
of leather and leather products gained momentum during the past two decades. Today Indian leather industry
has attained well merited recognition in international markets besides occupying a prominent place among the
top seven foreign exchange earners of the country.
Among all the industries the leather accessories industry in particular holds greater potential for investments in
India.
Over several years of its existence, the leather industry in the nation has undergone drastic changes from being a
mere exporter of raw materials in the early 60’s and 70’s. Now, the country has become one of the largest
exporters of value-added leather products and finished goods due to the contribution made by the big and small
companies in this industry. One of the main reasons behind the development of leather industry in the nation is
because of the various policy initiatives taken by the Indian Government. Due to the efforts made by the
government, leather industry has grown as one among the top industries in the nation that brings in lots of
foreign exchange to the nation.
India’s advantage lies in its large and skilled manpower base, innovative technology, increasing industry
compliance to international environmental standards, and the dedicated support of the allied industries. The
leather industry is an employment intensive sector, providing job to about 2.5 man people, mostly from the
weaker sections of the society. Women employment is predominant in leather products sector, with a share of
about 30%.
4
Why New Leather Belts Company Pvt.Ltd?

Complete quality assurance.

Total Client Satisfaction.

Competitive Pricing.

Onetime Delivery.

Hi-tech Designing.

Experienced and expert workforce
Chapter: 5
SWOT Analysis:
Strength:

Strong manufacturing set-ups

Design excellence / Innovation with In-house design studio

Stringent quality control

Latest Italian Imported machineries to achieve International standards

A dedicated team of professionals and advisors

Meeting delivery schedules

Product superiority through efficient process management

Exquisite workmanship

Goods manufactured in Green environment.
Weakness:

Competitive pricing.

Barrio to adaption in monsoon.

Huge labor force resulting in high labor charges.

Fluctuation in international pricing
Opportunities:

Growing fashion consciousness globally

Unlike many synthetic imitations, leather breathes, this means leather it dissipates heat and cold
quickly.

Leather resistant to spills and dirt.
5

When leather is dyed, the color is actually absorbed into the material. That means that the color doesn’t
fade.

Leather does not hold dust and allergens like fabric.
Threat:

High price due to the high production cost.

Potential new international brands.

Religious barriers.
Chapter: 6
PESTL Analysis:
Political:

Stable political situation.

ECGC (Export Credit Guarantee Corporation) provides promotion against nonpayment of the exported
goods to importers.
Social:

Consumer attitude and opinions changing favorably towards brands.

Buying access and trends.

Brand loyalty exists, especially towards the top end of the industry since it is easier for
customers to form emotional attachments to luxury brands and luxury goods, since their
durability and elevated prices make customers think more about the purchase.

Fashion and leather goods have more than practical functions, they also act as a signifier of
socio-economic class and a way of displaying individual identity and group identities, which
make clothing and accessories essential to consumers.

Self-indulgence has lead the newly established middle class in the emerging markets to
sample luxury via entry-level luxury products, which work as a gateway to ‘absolute luxury’
products. Accessories, including leather goods, are perfect for this entry-level phenomenon.
Technology:

India offers benefits like low cost of production, abundant raw material.

Innovation potential.

Research finding design and requirements.

In terms of production technology is not a key element, since in luxury products the elements
of craftsmanship are a key.
6

Luxury brands, particularly within the fashion and leather goods categories, are finally
looking at online potential. Premium store environments are still key to luxury positioning
but, increasingly, websites are being used to engage customers and provide accessibility as
demand expands in emerging markets.
Environment:

Leather has a considerable environmental impact as it shares responsibility for the
environmental damages caused by the meat industry and the contamination caused by the
toxins used in tanning. Since companies cannot produce their products without ‘harming’ the
environment, they can counteract the damage by engaging in other Corporate Social
Responsibility activities, like charity.

Protection of ecosystems to ensure the resources necessary for production is also a concern
for companies as they are already experiencing a scarcity of quality leather hides and
struggling to keep up production, especially in the case of some exotic leathers..
Legal:

Most leather come India and China, where animal welfare laws are either non-existent or not
enforced.

Government is in the process of implementing various Special Focus Initiatives under the Foreign
Trade Policy for the growth of leather sector.
7
Chapter: 7
Competitive analysis:
Products
•
•
•
•
•
Brand Image
Belts
Handbags
Stoles & scarfs.
Corporative
gifting's.
Tech-accessories.
•
•
•
•
•
Materials
Target Market
•
•
•
•
•
•
•
•
Pervasiveness
Colors.
Quality
Pricing Policy
Customization
Buffalo leather
Goat leather
Sheep Leathers.
Cow Leather.
Crocodile: alligators, cuban
Snakeskin: sea, anaconda
Ostrich
8
Both Premium and
luxury.
Products
•
•
•
•
•
•
Brand Image
Finished leather,
Safety footwear,
Footwear,
Textile/garments,
Leather Accessories,
Equipment, and retail
•
•
•
Quality
Pricing Policy
Customization
Materials
Target Market
•
•
•
•
•
•
Buffalo leather
Goat leather
Sheep Leathers.
Cow Leather.
Harness and Belting Leather.
9
Both Premium and luxury.
Chapter: 8
Marketing Segmentation:
Demographic:
All age groups
Gender: Children’s, teenager’s young adults and Male and Female.
Mid- range, premium and luxury income people.
Geographic:
In Mumbai
Behavioral:
Occasion, casual, formal, user states, loyalty
Psychographic:
NLBC targets an Indian consumer base that is modern, sophisticated, and expects craftsmanship of the highest
quality, attained to stylistic innovation.
Targeting:
All age groups

Is ambitious and confident.

Is fun friendly and fashionable?

Belonging to the medium and high.
Positioning:
Bold, Glamorous, exclusive, classy.
10
Chapter: 9
Market forecast
9.1 Sources of Brand Knowledge:
Price
Value based price strategy
User Imagery
Non Product
Related
Bold, Glamorous, exclusive, classy
Feeing’s & Experiences
Self-Respect
Modern, sophisticated, and
Attributes
NLBC Personality
expects craftsmanship of the
highest quality, attained to
stylistic innovation.





Product
Related
Good quality
Comfort
Trendy
Colors
Customization
option
Functional
Quality and Comfort
Experientia
l
Feeling Confident and unique
Benefits
Symbolic
Attitude


High quality
Unique design
11
Internal Pride
Favorability
Brand
Image
Durability and deliverability
Strength
Pervasiveness



Uniqueness
Colors
Pricing Policy
Customization
9.2 CBBE Model:


Resonance



Trustworthy
Consideration
Superiority

Judgmental




Reliable
Durable
Stylish
Price
Behavioral loyalty
Attitudinal
attachment
Feelings
Performanc
e
Imagery
Salience
Luxury and Premium
Segment
12
Self-respect



Fashionable
Trendy
Classy
9.3 Brand identity Prism:






Good Quality
Durable
Innovative
Trendy Design
Personal
touch.
Influencing
Physique
Personality
Relationship
Culture
Reflection







Confident
Sophisticated
Classy
Trendy





Self-image

Modern
Fashionable
High status


13
High & Moderate Income
Segment
Confident
Unique
Fashionable
Modern
Elegant
Out going
Successful
Chapter: 10
Marketing Mix
10.1 Product:

P.U.belts

Handbags

Cooperative gifts

Tech-accessories

Foot Wear
10.1.1 Product Categories: Women Handbags
Satchel
Cross body Bag
Shoulder Bag
Tote Bag
Bag
Shopper
Basket Bag
Hobo
Barrel
Messenger
14
Clutch
Wristlet
Backpack
10.1.2 Belts:
Waist Cincher belt
Formal Skinny Belt
Wraparound Belt
No Buckle belt
15
Fabric Belt
Woven Belt
10.1.3 Footwear:
Flip Flops
Cowboy Boots
Dockside
Ballerina flats
Platform
16
Gladiator
Oxfords
10.2 Product Categories: Men’s Belts
Leather Dress Belt
Leather Casual Belt
Woven Belt
Fabric Belt
Buckled Belt
17
10.2.1 Footwear:
Blucher Mocs
Longwings
Penny Loafers
Chukkas
Cap toe bals
Boots
Sandals
Monk straps
18
10.3 Cooperative gifts
Mobile phone covers
Leather Wine Bottle Holder
I pad covers
Wallets
Laptop Bags
10.4 Tech-accessories
Organizer
Key Chains
19
Chapter: 11
Promotion Strategy’s: B2B Marketing:
B2B marketing success doesn’t come from broadcasting a product over radio or television.B2B
marketing success comes from embedding your company in the industry, and making your product
seem like a staple. Get in front of niche buyers by.
Hosting informational webinars.
Setting up booths at popular industry tradeshows.
Sending out email newsletters positioning your company as an industry expert.
Maintaining an active, interactive social media presence.
Attending industry networking events and building buyer relationship.
11.1 Segmenting & Planning
11.1.1 Target Market: Premium and luxury brands and retailers. Like:

Genesis Luxury.

Arvind Brands.

Reliance Fashion Brands.
11.1.2 Targeting sector: Bags, Belts and footwear buyers and Retailers.
Target is 100 Connections since (April 18th to April 30th).I approached to more than 100 people. Now I
connected to 46 people.
11.1.3 Connected through LinkedIn:

Marks & Spencer's(India):Brands

Genesis Luxury.

Madura Garments.

Reliance Trends, Brands Ltd.

KOOVS(E-commerce )

Aditya Birla online Fashion.

Shopper Shop.

Aditya Birla Retail Ltd.

Pantaloons.

Arvind lifestyle Brands Ltd.

Union colors of Benetton.
20
Chapter: 12
Bibliography:
12.1 Questionnaire
1)
Have do you ever purchased original luxury leather goods before in India?
Yes
2)
No
Which leather accessories would you consider buying?
a) Belts
b) Bags
c) Footwear
d) Handbags
e) Wallet
f) All above
3)
Other_______________
Which are the aspects that attract you of Luxury Leather goods?
a) Trendy b) Comfort
4)
c) Design d) Price
How would you rate leather goods?
a) Excellent b) Very Good
5)
e) Attractive f) Luxury
c) Just Right
d) Too High
e) I do not know
How much do you like to spend on a leather product?
a) up to 2000 b) up to 5000 c) up to 10,000 d) 10,000 and above
6)
Which brands do you prefer for luxury leather goods?
a) Louis Phillies
b) Lee cooper
c) Tommy Hilfiger d) United Colors of Benetton e) Louis Vuitton
Other____________
Identification
Name: ______________________
Number: ____________________
Organization: ________________
21
E-mail Id: _______________________________
12.1.1 Questionnaire (Analysis)
(Sources: www.surveymonkey.com, 2016)
22
23
24
25
26
27
28
12.2 Company LinkedIn Account:
(Sources: www.linkedin.com, 2016)
29
(Sources: w ww.linkedin.com, 2016)
30
31
32
33
34
35
36
37
38
39
40
12.3 Letter Draft for “Neela Enterprises PTV LTD”
Respected Sir/Madam,
I hope you are doing well.
I would like to take an opportunity and introduce our company Neela Enterprises PTV
LTD., manufacturers and exporters of premium fashion and leather accessories, since 1979.
We are based in Mumbai, India. Our company believes in delivering quality goods right as
per the schedule and leaves no stone unturned for doing so.
Over company offer a wide selection of different types of silk scarves, cotton scarves and
stoles as couture embroidery and beading services
We have skilled experienced craftsmanship and high quality finished products. With the
various processes of dying, embossing, laser cutting, weaving, riveting leather and also
designing services according to your creative direction and brand DNA as well as our own
range of products based on current and future trend forecasts as per your requirement.
We regularly participate at various tradeshows like APLF Hong Kong, Australia
Fashion world – Japan, Magic -Las Vegas, Moda – New York, Lineapelle –New York, Prêt a
Porter – Paris, GDS- Dusseldorf and many more.
It would be our pleasure to have your acquaintance and we hope we can establish a mutually
beneficial relationship soon. We have attached a link to our premium website and would
really appreciate if you could take some time to look through it.
We look forward to making you more familiar with our services and to doing business with
you.
Thank you for your time.
Best regards,
Ms. Neela Mehta,
Managing Director,
New Leather Belts Company India Pvt. Ltd.
P.S. – We will be participating in Fashion World tradeshow at Japan soon. If you could
spare some time to take a look at our products or would like to set up a meeting for
doing so, please let us know at [email protected]
41
12.4 Letter Draft for “New Leather Belts Company India Pvt Ltd”
Respected Mam/Sir,
I hope you are doing well.
I would like to take this opportunity and introduce our company New Leather Belts Company India Pvt Ltd,
manufacturers and exporters of premium fashion and leather accessories, since 1979. We are based in Mumbai,
India. Our company believes in delivering quality goods right as per the schedule and leaves no stone unturned
for doing so.
Our company offers a wide selection of different types of Genuine Leather belts, handbags, small leather
goods, Tech accessories & corporate gifting products in leather & PU.
We have skilled experienced craftsmanship and high quality finished products. With the various processes of
dying, embossing, laser cutting, weaving, riveting leather and also designing services according to your creative
direction and brand DNA as well as our own range of products based on current and future trend forecasts as per
your requirement.
We regularly participate at various trade shows like APLF Hong Kong, Australia
Fashion world – Japan, Magic -Las Vegas, Moda – New York, Lineapelle –New York, Prêt a Porter – Paris,
GDS- Dusseldorf and Mipel-Milan many more.
It would be our pleasure to have your acquaintance and we hope we can establish a mutually beneficial
relationship soon. We have attached a link to our premium website and would really appreciate if you could take
some time to look through it.
We look forward to making you more familiar with our services and to doing business with you.
Thank you for your time.
Best regards,
Ms. Neela Mehta,
Managing Director,
New Leather Belts Company India Pvt. Ltd.
P.S. – We will be participating in Fashion World trade show at Japan soon. If you could spare some time
to take a look at our products or would like to set up a meeting for doing so, please let us know at
[email protected]
42
12.3 Sources
http://entrance-exam.net/top-leather-companies-in-india/#ixzz45c4Mptsz
https://www.scribd.com/doc/35613042/Indian-Leather-Industry
•
https://www.google.co.in/search?q=cbbe+model&espv=2&biw=1024&bih=655&source=lnms&tbm=is
ch&sa=X&ved=0ahUKEwju4YewrprMAhWH2qYKHbYODNYQ_AUIBigB#imgrc=br8PJ8GDNa2U
tM%3A
•
http://www.superhousegroup.com/
•
https://www.google.co.in/search?q=silk+scarves,&espv=2&biw=1024&bih=612&source=lnms&tbm=i
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#tbm=isch&q=stoles&im
grc=8v54fde0tmnqXM%3A
•
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#tbm=isch&q=Cotton+sc
arves%2C&imgrc=EaHm46_bgKrZMM%3A
•
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#imgrc=kKEOTdnOfRx6M%3A
•
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#tbm=isch&q=leather+te
ch+accessories
•
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#tbm=isch&q=types+of+
shoes+for+men&imgrc=h6tMM1s5p2M2wM%3A
•
sch&sa=X&ved=0ahUKEwjXk7DGp7bMAhULkI4KHYp6CK4Q_AUIBigB#tbm=isch&q=types+of+
shoes+for+women&imgrc=T08MJqGUOOvbFM%3A
•
https://www.surveymonkey.com/analyze/4Q372eQCAJN6b0hORQArUCxsZjFXIXSVMuVx8C68eW
o_3D
•
https://www.linkedin.com/connected/?filter=recent&trk=nav_responsive_sub_nav_network#?filter=rec
ent&trk=nav_responsive_sub_nav_network&
43

Chapter: 1 - Portfolio 2016

Transcription

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