secondary data - Bombay Dyeing

MARKETING
December 7, 2007
Bombay Dyeing makes all its campaigns through electronic and print media. They usually launch a minimum of 2 collections every year and carry on extensive campaigns for these collections. These campaigns try to reinforce the company’s vision to hold the dominant position in the bed sheet and towel segments. They work with the tag line `Bring home style.’ They operate nation wide through their extensive franchise network.

New initiative
The company plans to open more company-owned stores for the high-end segment.To expand its existing bed and bath collection to include kitchen linen, duvet, comforters.
Segregating its offerings, Bombay Dyeing is planning to have a dual retail strategy to cater to the low and high end of the market. Moving away from the perception of being a `discount’ brand, its new retail initiative would include having shops to exclusively cater to the premium end of the market. With competitors such as S Kumar’s (Carmichael House) and Welspun increasing their premium offerings in the market, Bombay Dyeing intends beefing up its presence in this segment.
Speaking to Business Line, Mr Arun Bhawsingka, Head of Domestic Business, Bombay Dyeing, said, "We are now contemplating a new retail channel for our upgraded products. There are plans of opening more company-owned stores to target the higher end of the home textile market.''
Exploring a new retail model, the textile major, which already has a strong equity as a store brand expects to enhance the number of company-owned stores across the country.
"Apart from the price points, the look and feel of these new stores will be different to signify the high-end range of our products," said Mr Bhawsingka.
Besides, location would also play a part in segregation strategy for its retail outlets. "The price points for our Mumbai stores would be different from those at Kochi for instance,'' added Mr Bhawsingka, who is in the process of selecting the right location for the premium outlets across the country. Currently, Bombay Dyeing has three company-owned outlets and there are plans to take it up to a double-digit figure.

Designer collection
With a renewed focus on its bed and bath offerings, designer Sabyasachi Mukherjee was roped in to unleash his premium line of bed sheets and covers.
"We will be looking at more designers and at the same time our in-house designers would also be roped in for our premium collection," said Mr Bhawaingka.
Bombay Dyeing would also be extending its existing bed and bath collection to include new categories within home furnishings such as kitchen table linen, duvets and comforters.
The textile company has also been trying to enhance its suiting and shirting range. Having roped in John Abraham as the brand ambassador for the range, it has decided to associate its offerings with films such as Taxi 9211.
"Our biggest markets are in the east and the north for our suiting and shirting's range,'' states Mr Bhawsingka.
With the textile industry on the upswing, Bombay Dyeing's Rs 250-crore domestic division expects to grow at 20 per cent this year.

Questionnaire- To understand whether Bombay Dyeing should enter into complete home decorating solutions

Questionnaire


Dear Sir/Madam,
As a student of Pearl Academy of Fashion, we are required to do a study on the acceptance level of customers for a new concept introduced by Bombay Dyeing. Your responses will be confidential and will be analyzed strictly for academic purposes. Please answer ALL the questions.


Name: ______________________

Marital status: single/ married

Occupation: __________________

Income (per month):
a) 10,000 b) 10-20,000 c) 20-50,000 d) 50,000 or above

1.Are you brand conscious while opting for home décor products or solutions?
a) Yes
b) No

2.Which stores do you prefer for your home decoration?
a) Bombay Dyeing
b) Jadish Store
c) Seasons
d) Home Saaz
e) Any other

3.Rate Bombay dyeing as a brand on the following basis:
(Answers ranges from (1) lowest satisfaction level to (5) highest satisfaction level). Tick the correct option.
a) Quality 1 2 3 4 5
b) Pricing 1 2 3 4 5
c) Variety 1 2 3 4 5

4.According to your preference rank the following Bombay dyeing products:
(Answers ranges from (1) lowest preference to (4) highest preference).
a) Bed Linen
b) Furnishing
c) Upholstery
d) Bath linen

5.How often do you renovate your home/room?
a) Once in a year
b) Occasionally (festival)
c) Rarely

6.Rank the main focus area which you keep in mind while changing your home interior
a) Wall paints
Not important least important neutral important very important

b) Furnishing
Not important least important neutral important very important

c) Home accessories
Not important least important neutral important very important

d) Whole look
Not important least important neutral important very important

8.Will you prefer a complete home decorative package for your home from Bombay dyeing?
a) Yes
b) No

9.What all would you look for while selecting home decorating package?
a) Special interiors for specific age group such as for kids room
b) Vaastu or feng shui
c) Theme Based

10.Would you prefer Bombay dyeing home decorating solutions as?
a) Combo pack
b) Individual products
c) Customised according to personal choices

What price range would you prefer?
a) Rs.20,000- 50,000
b) Rs.50,000- 1,00,000
c) Rs.1,00,000- 1,50,000
d) Rs.1,50,000 and above


Thank you for your support. Would you like to co-operate with us for further surveys?
a) Yes
b) No

Questionnaire - To understand customer satisfaction of Dastkar Ranthambore Products

1.

QUESTIONNAIRE

I am a bona fide student of Pearl Academy Of Fashion. The information collected

through the survey is for academic purpose only.

Customer Profile:

Name: ……………………………. …… Age: ………………………..

Gender: Male Female

Country: ………………………………….. Occupation: ………………….

1. Are you a first time visitor to Dastkar Ranthambore ?

Yes No

1.

2.

2. How did you come to know about Dastkar Ranthambore ?

a. Internet b. Advertisement

c. Nature Bazaar d. Craft Emporiums

3.

3. What is the purpose of your visit to Dastkar Ranthambore ?

a. As Tourists b. For Shopping

c. For Leisure Activities

4.

4. Which products you like to pick from Dastkar Ranthambore ?

a. Cushion, Bed Sets , Table Sets, Quilts

b. Bags & Pouches

c. Toys, Key Chains, Wall Hangings

d. Kurtas, Jackets, Dupattas

e. Children Garments

And Why ?

………………………………………………………………………………………….

…………………………………………………………………………………………

5.

5. Are you satisfied with designs & color variations of Ranthambore’s Products ?

Yes No

If not, Why ?

………………………………………………………………………………………….

………………………………………………………………………………………….

6.6. Are you satisfied with quality of Dastkar Ranthambore’s Products in terms of :

a. Raw Material b. Print Quality / Color-Fastness

c. Embroidery d. Stitching

•

7.

7. Do you think Products are priced well in terms of value for money ?

Yes No

8.

8. Do you find problem with the sizing of the any of the products ?

Yes No

If yes, what is the problem ?

………………………………………………………………………………………….

9.

9. Would you like to see new products in Dastkar Ranthambore ?

Yes No

If yes, Can you suggest some products you would like to see ?

………………………………………………………………………………………….

………………………………………………………………………………………….

10.

10. Which products you don’t like to pick from Dastkar Ranthambore ?

a. Bed Sets, Table Sets, Quilts b. Kurtas , Jackets

c. Key Chains, Wall Hangings d. Bags

And Why ?

………………………………………………………………………………………….

11.

11. Where would you like to buy hand-crafted products ?

a. Brands - Mother Earth, People Tree b. Designer Outlets - Ritu Kumar

c. Craft Bazaars - Surajkund Mela d. Craft Emporiums - in C.P.

12.

12. Would you like to shop from Dastkar Ranthambore in future ?

Yes No

I am extremely thankful for your co-operation

Jyotsna Ashra

Pearl Academy Of Fashion

For Doing Market Research

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