INTERNSHIP REPORT Genesis Colors pvt. Ltd. : Satya paul Richa Tiwari MFM: 09-11 GENESIS COLORS PVT LTD Genesis Colors Genesis Colors pvt. Ltd. Genesis luxury BRANDS • GENESIS COLORS Genesis Colors (P) Ltd. was established in 2001 with a vision to create a global fashion conglomerate on the lines of international fashion houses. While taking premium Indian fashion labels to the world the company has also pioneered the concept of luxury retail in India.
GENESIS LUXURY After spear heading corporatisation in the Indian fashion industry with premium designer labels such as Satya Paul, Deepika Gehani, Samsaara, Shobhaa De and Bwitch, Genesis Colors Pvt Limited, established in 2001, forayed in the year 2008 into the marketing and distribution in India for world-renowned luxury brands through its new division, Genesis Luxury Fashion Pvt. Ltd. • SATYA PAUL • Satya Paul is a renowned name in the world of women’s wear for his creative genius in the area of exquisite prints. Satya Paul is known for his designs inspired from the Mother Nature.
The designer gets the inspiration from the life and from the whole world around us. • Initially the Satya Paul line consisted of sarees and fabrics but eventually expanded to include scarves and ties which are in its collections today. • Today Paul’s son Puneet is the head designer for the Satya Paul brand. He works with weavers, printers and craftsmen to combine traditional methods and modern technology. With his clothes Satya Paul hopes to make an impact on the world OTHER BRANDS DEEPIKA GEHANI Samsara B! witch Tie Rack • Deepika’s collections are characterized as refreshingly feminine and chic. Associated with Genesis Colors Pvt. Ltd. since 2005, the brand has won accolades for cutting edge designs at Indian and international fashion events. • This luxurious abode of fashion, which has more than a dozen high-end concept boutiques across India and the Gulf, is a onestop designer destination that provides high fashion clothing, shoes, accessories and home furnishings • India’s very own designer lingerie label is youthful, seductive, and fashionable lingerie for the contemporary Indian woman. A style for every mood, thought and occasion that not only compliments the outfit but also accentuates her form. Genesis Colors signed a licensing agreement with Tie Rack London and brought the brand in India in May 2009. Accessory range available in Tie Rack stores in India includes ties, cufflinks, shirts, watches, belts, wallets, silk scarves, sunglasses, portfolio bags for men. THE INFRASTRUCTURE Design studio Manufacturing The inception of the Satya Paul Design Studio dates back to 1985, at a time when the Indian fashion Industry was still at a nascent stage; it immediately established itself with the originality and quality of its printed fabrics and garments.
Over the years, the in-house digital design studio has developed into a benchmark not just for aesthetics but also for its technical prowess. It encompasses the entire design process from yarn and weaves, printing, embroideries and hand painting to patterns, accessorising and finishing. Genesis Colors is one of the few companies that can boast of technology driven, fully automated production facilities in Mumbai and Gurgaon. These state-of-the-art facilities feature highly advanced machinery and a collective workforce of more than a thousand skilled professionals.
Matched with a dedicated quality conscious production team, these facilities comprise of specific units for printing, dyeing, embroidery and stitching. MISSION The Satya Paul label’s mission is to serve its muse, the Satya Paul customer. She is the global woman of today; intelligent, responsive, fulfilling many roles – nurturer, corporate hi-flier, world citizen and ecological guardiansecure in her own skin. The label answers her sartorial needs with the Satya Paul product line – saries, fusion and western clothing; scarves, stoles, bags, accessories and fabric.
Tools used are colour and print, textile and texture, line and silhouette, but most of all a sensibility that reaches beyond pure fashion and has everything to do with style. BRAND STRATEGY • Satya Paul Design Studio’s growth springs from a proactive responsiveness; responsiveness to the customer, the environment, the rich Indian culture and heritage. • The studio operates from the strength of being a brand that originated the vertically integrated, concept-to-customer process, a process that begins with the yarn and extends to the stand-alone or franchisee store. The merchandising though, does not begin with or end there; at Satya Paul, the catwalk presentation is intrinsic to the entire process. Great works of art inspire design and fabric motifs; live music orchestrates a catwalk presentation, making it a memorable visual experience, aiding top-of-the mind brand recall! This reaffirms Satya Paul’s connectedness to the world we live in and design for. BRAND PRESENCE Augmenting the brand’s stature and establishing its global presence is a dedicated workforce of over 300 trained professionals in design and business.
The studio’s wellnetworked marketing team distributes the product through a chain of exclusive salons, stand-alone and franchisee shops, premier fashion stores and boutiques throughout India and in several foreign cities. Genesis Colors Pvt. Ltd. , the holding company, works on increasing exports through new avenues in countries like UAE, Hong Kong, Singapore, United Kingdom, Sri Lanka, Ireland, Germany, Italy, U. S. A and France. TEAM The brand is lead by Sanjay Kapoor, who oversees Finance and Marketing
Jyoti Narula, who is hands onto Operations and Logistics and Puneet Nanda, who is the Design head for Satya Paul. MANUFACTURING PROCESS The Satya Paul manufacturing process incorporates updated traditional techniques and modern technology. The strictest quality control measures are integral to the entire process and a respect for worker, community and the environment informs all that the label initiates, whether it is management-staff relationships or the eco-conscious work processes.
Satya Paul signature prints acquire form and content in a printing unit with a monthly capacity of over 100,000 metres of fabric – silk, crepe, georgette, linen, knits and blends, all of which are sourced from the finest mills all over the world. With a covered area of 50,000 sq ft, the printing unit is equipped to international specifications for screen and block printing, hand painting and air brush technology and employs more than a hundred skilled artisans. After printing and textile processing, state-of-the art machinery, cuts, sews and finishes clothing to international standards
ETHOS ENGAGEMENT: CRAFT • Facilitating this is the studio’s relationship with India’s textile craftspeople • Satya Paul helped revive and sustain textile crafts firstly by providing craftsmen all over the country outlets as well the means of expression, and secondly by re-evoking the awareness of Indian craft forms in the international market. ART • Satya Paul’s relationship with the art world is especially groundbreaking. • Art inspires many of the label’s collections:
MUSIC • The Design Studio’s connections extend to music as well: Satya Paul fashion shows have musicians as accomplished and varied These shows are valid merchandising tools and these musicians have been definite value additions to their overall impact. EVOLUTION BEGINNINGS Started in 1985, Satya Paul established itself immediately with the originality and quality of its printed fabrics. The brand began at a time when the Indian fashion industry was about to begin and today when the industry is still unorganized to an extent, Satya Paul is one of the few professionally run brands that effectively compete anywhere in the world.
AHEAD The label’s growth has been extremely gratifying, especially through the period till the early 90’s during which time Satya Paul was an undoubted market leader. Moving on from there the next few years were spent in consolidating, reassessing and restructuring. The label’s growth continued to be strong especially in the domestic sector, even as new directions were discovered, new goals defined and re-prioritized to meet what was becoming a challengingly different market for the entire industry NEW HEIGHTS
One of these new goals was met when Satya Paul launched the men’s neckwear collection in the early nineties, an initiative that brought the brand into another market with – a great deal of success. Another was Satya Paul’s showing at Lakme India Fashion Week 2002; the collection was hailed for its definitive, characteristically Satya Paul command of colour and print. Colour and print aside, what sets apart a brand is its innovativeness. An example is the introduction of the trouser sarie, a synergistic and stylistic triumph. PRODUCTS IN ACCESSORIES DEPARTMENT
DEPARTMENTS Retail Department- Deals in the management of the retail stores of the men’s accessories retail stores. This department takes care of the sales of each store, setting up the monthly targets of the stores and also the VM of the store was taken care by this department itself. Production Department: This department in both men’s and women’s department deals in the production and sourcing aspects of the material. Also the distributor’s margin ,export and import duty and its details are taken care by the department itself.
Corporate Department– These departments deals in dealing with the corporate sector and get a client from the companies itself. Names like Punjab National Bank, Vasari Sarees , Max Retail Branch , ONGC and many others. They deal in supplying the gifts to the corporate sector Public Relation Department: The department in maintaining the public relation with the media keeping it aware of the proceedings of the new plans of the company PROJECTS UNDERTAKEN Retail Audit I was assigned the task to give a retail audit to all the all retail stores of the satya paul men’s and the women’s accessories.
The no. of the stores audited were all over the Delhi stores including the retail stores of the TIE RACK LONDON. The store was analyzed on the different parameters namely as follows: LEARNING • Retail audit should be conducted internally every 3 months to ensure efficient performance of every store. • The overall design of the store must create an atmosphere that encourages the shopper, once inside, to lower his or hers psychological defenses and become interested in the merchandise offered. • Wall colors, decorations and background music are selected carefully to match the products being sold. Any stores attempting to save room by having shelves that are too crowded, confusing or too high for the average consumer will turn customers away. FASHION SHOW- TAROT COLLECTION • “The Art of Tarot” Collection. Took • I learnt about the upcoming place on the 30th of June 2010, fashion trends in the Indian this show also commemorated the market as forecasted by design year of the 25th Anniversary of team of satya paul: Satya Paul. • The collection was a mix of Indian • and indo-western garments, keeping in mind the sensibility of The beautiful evolution of fashion, today’s woman!. he unison of mystique with • Prints rule the collection, with inspiration- this charismatic each outfit reflecting the cards in collection was unveiled at The the most imaginative and Oberoi, New Delhi with the beautiful fashion. stunning Bollywood star • Every piece of the collection had a story to tell and is symbolic with Jacqueline Fernandez as the show just the right colour combinations stopper for the evening. and embellishments. MARKETING PLAN FOR THE WATCHES BY SATYA PAUL • Genesis Colors Pvt. ltd’s brand SATYA PAUL is planning to venture into the Indian market of watches. The product planned to be launched is expected to be named as “ZEIT by Satya Paul “where ZEIT means “time “in German language. The name suggested by us is because after the survey conducted it was realized that the consumer is not able to relate the concept of product like WATCHES with the designer brand like SATYA PAUL. • As Satya Paul has a signature brand catering to the premium segment in sarees, we believe to place ZEIT by Satya Paul in the similar position when it comes to watches of the Satya Paul.
This is expected to place the product not for connoisseur segment but definitely for the premium segment of the Indian market. PRICE- BRAND PERCEPTION PRICE PERCEPTION TITAN (sonata) maxima HMT Timex TITAN (fastrack) TANISHQ TITAN(Raga) ROLEX CITIZEN CASIO RADO ROLEX BRANDS P R I C E TANISHQ ZEIT RADO CASIO CITIZEN TITAN(Raga) TITAN (sonata) maxima HMT Timex TITAN (fastrack) PERCEPTION WATCH MARKET MAP Formal / Classic Omega,Rado, Longines Raymond Weil Tissot Timex TITAN, RAGA Citizen Nebula Sonata, HMT, Maxima Zeit By SP XYLYS Price Rs 500 1000 2000 4000 5000 10000 20,000 +
Espirit, Swatch Fossil Giordano, DKNY, Carrera Tommy Hilfiger Fastrack Tag Heuer Hugo Boss C Dior Fashion/Sporty AS A PRODUCT •After studying the consumer review while survey we came to the conclusion that chain straps are in the vogue and preferred by the masses. •As such the Indian brand for designer watches is not present. Hence, Satya Paul stands a good chance of standing in the market with a unique identity for the Designer watches. Features for the product will be as follows: • Product is delicate and should carry the potential to cater to then high end market segment. It is a luxury product, status symbol. • They are high quality, precious, delicate. • Prefer to have the precious stones and the chain strap as survey depicts the same that most preferences are of the leather straps and chain straps. PRICE •The penetration price strategy will be adapted to market ZEIT to the customers. The price will be set in the range of 4,000 INR to 15,000 INR at introduction stage and price will be reviewed at later stage of product lifecycle. •Consumers generally prefer to spend Rs. 5000 to Rs. 25000 on a watch. where as segment of Rs. 5000-Rs. 0, 000. Is preferred by 50% of the consumer market. • We als o analyze d that people are ready to shell rs 5000 – rs 15000 for a SP watch •S o w e w o u l d p r e f e r i f t h e range of our maximum watches lies in this range o n l y. •G o i n g b e l o w 5 0 0 0 i n r w o u l d not help us to give the image of brand of upper middle •A l s o a n a l y z i n g t h e b a s i c consumer market we would suggest to have that maximum potential of the market lies in this segment o n l y. CHANNEL & MARGINS 8-10% Manufacturer Distributer Satya Paul Retailer Final Cons ume r 0% + VAT Net Line Discount= (30% of MRP+ VAT) + 8-10%; When product is sent outside Delhi Net Line Discount= (30% of MRP+ VAT) COMPETITORS PRICE RANGE ANNUAL SALES IN PIECES PROMINENT BRANDS Rs. 20,000 to Rs. 50,000 30,000-35,000 (ESTIMATED) Baume & Mercier, Movado, Rado, Longines, Tissot, Raymond Well, Tag Heuer, Christian Dior etc. Rado, Longines, Tissot, Citizen, Titan, Camera etc. Titan, Tissot, Citizen,Pierre Cardin, Raymond Renee, CAT, Romanson, Tommy Hilfiger, Fossil, DKNY etc. Titan, Esprit, Pierre Cardin, Times, Citizen, Romanson, Raymond Renee, Sandoz, Casio, Swatch, Giordano, D’signer etc.
Titan, Sonata, Timex, HMT, Maxima Casio, Cizer, D’signer, Q&Q etc. Rs. 10,000 to Rs. 20,000 40,000-50,000 Rs. 5,000 to Rs. 10,000 2 to 2. 5 lac. Rs. 2,500 to Rs. 5,000 3 to 3. 5 lac Rs. 750 – Rs. 2500 40 to 45 lac STP Segmentation • Geographic Segmentation: Metro cities • Demographic Segmentation: 25 yrs. & above, Upper middle & Premium income group • Psychographic Segmentation: Elite / Professional class, Businessmen, Market savvy, high profile executive • Behaviouralistic Segmentation: Brand conscious, Fashion conscious, Who wants to communicate wealth, Has jewelry as weakness, Project a confident image
Target Already existing Satyapaul’s customers & fashion conscious people Positioning Premium designer brand MERCHANDISING DEPARTMENT Merchandiser plans Merchandiser has to the activities manage every single depending on the essentials or nonproduction & has to essentials, and top follow-up the priority are given to execution in the planned way. the most essential tasks. LEARNING Merchandiser has to In a “daily schedule”, reorganize the merchandiser has to schedules to carry-out and accomplish tasks, categorize which is output capacity, no. f pieces to be produced the most significant daily, substitute and urgent task and arrangements, time have to be corrected availability, supply time, by prioritizing to scheduling critical ratio, meet the deadlines. etc. OTHER LEARNING & OBSERVATIONS Satya paul has two types of stores: On the basis of products: • Accessories stores • Sarees stores On the basis of ownership • Company owned • Franchisee They have 3 warehouses: • Khandsa: for accessories & manufacturing of ties • Mahipalpur: for sarees • Corporate office basement: Miscellaneous products
I also learnt the use of Microsoft Navision software, which is a complete enterprise resource planning (ERP) solution for midsized organizations that is fast to implement, easy to configure, and simple to use. Right from the start, simplicity has guided—and continues to guide—innovations in product design, development, implementation, and usability. All stores are connected through LAN on Navision OTHER LEARNING • With the help of Navisiosn, the merchandiser compares the Base stock level (BSL) and actual stock level (ASL) of each store. • After which, if BSL>ASL, the store manager is asked to outward the nonmoving products & if BSL
