WINTER PROJECT REPORT

Digital marketing through social media at Donear industries

Prepared for the Mumbai University in the partial fulfillment of the requirement for the
award of the degree in
MASTERS OF MANAGEMENT STUDIES
Submitted By:
Name: Vaibhav Lalit Jhanwar
Roll No. & Year: 115 & 2014-16
Under the guidance of
Prof. Vaishali Kulkarni
SFIMAR

St Francis Institute Of Management And Research, Mt. Poinsur,

S.V.P Road, Borivali (W) Mumbai.
Batch- 2014-2016

DECLARATION
I, Vaibhav Lalit Jhanwar student of St Francis Institute of Management and Research, hereby
declare that this report is my original and authentic work and to the best of my knowledge
and understanding, there is no plagiarism or dishonest means involved. Any reference made
from secondary data and other resources have been duly acknowledged. I also declare that if
found otherwise, my report will render itself null and void.

Signature of the Student

Name

: Vaibhav Lalit Jhanwar

Roll Number : 115

Specialization : Marketing

Counter signed by Faculty Guide

Name of the Faculty Guide

: Prof. Vaishali Kulkarni

ACKNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the opportunity to complete the
project. I would like to thank my institute authorities those who gave me opportunity to work
in a renowned organization.
I would also thank Prof. Vaishali Kulkarni for giving me permission to commence my
summer internship project at Donear Industries for constant support and making my project
complete.

EXECUTIVE SUMMARY
India with a population of more than 125 crores is potentially one of the largest consumer
markets in the world. With urbanization and development of economy, taste and interests of
the people changes according to the advance nation. Clothes are a necessity in the day to day
life of a person. It has its importance in all age from infants to old aged people. Because it
holds such an important position we decided to take our winter training project on Donear
Industries.
The project has been aimed at creating social media presence of three brands of Donear
Industries Ltd. because the company has been experiencing tough competition from digitally
active competitors like Raymond, Siyarams, etc. having heavy social media presence.

TABLE OF CONTENTS

CONTENTS

PAGE
NO.

INTRODUCTION TO COMPANY

PROJECT INTRODUCTION

NEED FOR STUDY

OBJECTIVES OF THE STUDY

DIGITAL MARKETING

RESULTS & OBSERVATIONS

LIMITATIONS OF THE STUDY

23

FUTURE SCOPE

24

RECOMMENDATIONS & CONCLUSION

25

REFERENCES

27

INTRODUCTION TO COMPANY
Donear Industries Ltd. is a prominent player in Indian textile industries. It was established in
1977 by Mr. Viswanath Agarwal who is currently the chairman of the company. Donear
Indutries is a public company listed on Bombay Stock Exchange. Donear as a 4 decade old
brand is leading manufacturer and seller of variety of Suiting, Shirting & Trouser fabrics.
Donear is one of the top three brand sin its category and caters to middle and premium
segments with high quality apparel fabrics that are woven with natural fibers, synthetic fibers
and its Various Blends.
Fabrics created by Donear have steadily captured the domestic textile markets as a result of
its

well-planned

and

expanding sales

network consisting

of

44

Agents,

290

wholesalers and 12000 Retailers; that are spread in all the 29 States & 7 Union Territories of

India. Similarly, fabrics created by Donear have a wider reach in the overseas markets too,
with exports to over 28 Countries across the globe.
Known for its pioneering fabrics, continuous product development and very
strong marketing network, Donear persisted on building its reputation by catering to the ever
growing needs of the textile markets in India and abroad, and thus defined new standards in
the field of fabric manufacturing along with excellent customer services.

The company has two manufacturing facility. The first one is in Silvassa which is situated
in the union territory of Dadar and Nagar Haveli. This facility produces 11 million meters
of fabric annually. The second and new production facility is in Surat in Gujarat. This new
facility has been set up with the investment of $27million and its annual production 19
million meters of fabric annually. This new facility is an integrated facility which has all
facility under one roof. Donear is only 2nd company which has manufacturing facility
where fabrics are treated with liquid ammonia which creates 100% pure cotton. Both the
plants are situated in port town which means company get easy connectivity with its
customer all over the world as well as through rail and road from major trading cities like
Ahmedabad and Mumbai.

The complete range of products manufactured by the company can be listed as follows:

Polyester/Viscose

Polyester/Cotton

Poly/wool

100%wool

100% lenin

Cotton/lenin

Poly/Visc/cotton

Poly/Visc/lycra

Poly/Wool/Lycra

MISSION & VISION

"If you can dream it, you can do it."
True to the saying, what started as a dream earlier Donear has now flourished into one of the
largest textile-business enterprise in India. Determined to fulfill its vision, Donear is on a
mission to establish itself as one of the prominent fabric manufacturers and to be known as a;
Reliable Producer of world class quality Suiting, Trouser & Shirting Fabrics.

Timely Supplier of pioneering fabrics with the most contemporary designs &
trends.

Understanding & Satisfying the need of the end-user with feedbacks and
continuous interaction.

Catering to the reputed and well-known branded Ready-made Garment

Manufacturers in India and oversees.

COMPETITORS PROFILE
The major competitors in fabric manufacturer segment for Donear Industries can be listed
as follows:
a. JBF industries
b. SRF limited
c. Indo Rama Synthetics
d. Sri LaxmiCotsyn

e. Sutlej Textile and Inds

f. Nahar Spinning mill
g. Sangam India
h. Banswara Syntex
The major competitor for Donear in fabric marketer segment can be listed as follows:
a. Raymond
b. Siyaram
c. S.Kumar
d. Arvind Mills
e. Aditya Birla Nuvo
f. Reliance Industries

PROJECT INTRODUCTION
India textile industry largely depends upon the textile manufacturing and export. It also plays
a major role in the economy of the country. India earns about 27% of its total foreign
exchange through textile exports. Further, the textile industry of India also contributes nearly
14% of the total industrial production of the country. It also contributes around 3% to the
GDP of the country. India textile industry is also the largest in the country in terms of
employment generation. It not only generates jobs in its own industry, but also opens up

scopes for the other ancillary sectors. India textile industry currently generates employment
to more than 35 million people.
Indian textile industry can be divided into several segments, some of which can be listed
as below:

Cotton Textiles

Silk Textiles

Woolen Textiles

Readymade Garments

Hand-crafted Textiles Jute and Coir

India has the potential to increase its textile and apparel share in the world trade from the
current level of 4.5 per cent to 8 per cent and reach US$ 80 billion by 2020.
Digital media is so pervasive that consumers have access to information any time and any
place they want it. Digital media is an ever-growing source of entertainment, news, shopping
and social interaction, and consumers are now exposed not just to what your company says
about your brand, but what the media, friends, relatives, peers, etc., are saying as well. People
want brands they can trust, companies that know them, communications that are personalized
and relevant, and offers tailored to their needs and preferences.
Marketers can use this information to create and anticipate consistent, coordinated customer
experiences that will move customers along in the buying cycle. The deeper your insight into
customer behavior and preferences, the more likely you are to engage them in lucrative
interactions.

Leading Textile mills in India :Some of the major textile mills in India are:
1.
2.
3.
4.
5.
6.
7.

Raymond Ltd., Mumbai

Grasim Industries Ltd., Nagda
DCM Textiles, New Delhi
S. Kumars, Kolkata
Reliance Industries, Ahmedabad
Mafatlal Industries, Mumbai
Arvind Mills Ltd., Ahmedabad

8. Ashima Syntex, Ahmedabad

9. Nahar spining, Ludhiana
10. Hisar Spinning Mills Ltd.
11. Anand Silk Mills, Valsad
12. Titex Silk Mills,Valsad
13. Shree sainath Silk Mills, Valsad
14. Shreeji Trading Company, Surat
15. Garden Silk Mills Ltd., Surat
16. Raj Rayon Ltd., Mumbai
17. The Bombay Dyeing & mfg. Pvt Ltd., Mumbai
18. Shiyaji Silk Mills Ltd, Thane
19. Nirmala Fabrics, Thane.

NEED OF THE STUDY

The project has been aimed at creating social media presence of three brands of Donear
Industries Ltd. because the company has been experiencing tough competition from digitally
active competitors like Raymond, Siyarams, etc. having heavy social media presence. The
need of this work is to build an Image for Donear products that will result in better brand
recall of Donear products and in turn would contribute to increase in sales of company.

OBJECTIVE OF THE STUDY

The objectives of the study can be listed as follows:
a.
b.
c.
d.

To build fan base for three brands on Facebook pages.

To create brand awareness by providing product information on social media.
To know the opinion of people about image of Donear.
To understand the needs and area of improvement in the market

DIGITAL MARKETING
Digital marketing is the promotion of products or brands via one or more forms of electronic
media - Web, social media, mobile, direct mail, point of sale, etc. It differs from traditional
marketing in that it involves the use of channels and methods that enable an organization to
analyze marketing campaigns and understand what is working and what isnt typically in
real time.
Digital marketers monitor things like what is being viewed, how often and for how long,
sales conversions, what content works and doesnt work, etc.

Why Digital Marketing Is Important

Digital media is so pervasive that consumers have access to information any time and any
place they want it. Digital media is an ever-growing source of entertainment, news, shopping
and social interaction, and consumers are now exposed not just to what your company says
about your brand, but what the media, friends, relatives, peers, etc., are saying as well. People
want brands they can trust, companies that know them, communications that are personalized
and relevant, and offers tailored to their needs and preferences.
Marketers can use this information to create and anticipate consistent, coordinated customer
experiences that will move customers along in the buying cycle. The deeper your insight into
customer behavior and preferences, the more likely you are to engage them in lucrative
interactions.

Social media
Placing content onto multiple social networks like Facebook, Twitter, Youtube, Google+,
Linkedin, Instagram and Pinterest are beneficial in achieving the visibility and build the trust.
Social media visibility and participation achieves a variety of goals:
Brand awareness

Customer Engagement

Lead generation

Trust & Credibility

Sales

How Facebook is important

Facebook Page is an extension of business. Its an easy way to share updates and more with
the people who matter most.
Facebook Page makes the business:
1. Discoverable: When people search for a company or brand on Google, they'll be able
to find it.
2. Connected: One-on-one conversations with customers, who can like Page, read posts
and share them with friends, and check in when they visit.
3. Timely: Page can help reach large groups of people frequently, with messages tailored
to their needs and interests.
4. Data Analytics: Analytics on Page gives a deeper understanding of customers and
marketing activities.

Content marketing
Content marketing is one of the most powerful ways to engage the target audience. YouTube,
Facebook and Twitter are well known social media and social networking channels that can
help spread content and ideas.
Marketers care about social and especially Facebook due to its ability to create:
Awareness

Interest

Desire

Action

METHODOLOGY
1. Firstly, Facebook Pages were created for 3 brands to build a closer relationship with
audience and customers.
i. Belboni
ii. Lee Ferro
iii.
Ferrino Mizzoni
2. All three Pages were categorized under Brand or Product category >> Clothing.

3. Creative Guidelines was decided upon and a copy was submitted to creative team.
i.
All digital creatives will have a consistent Font Style
ii.
All Logos will be placed at the top right side of Image.
iii.
Refrain from engaging people in topics not relevant to the brand
Celebrities that do not fit our image (Ex:Justin Bieber)
iv. Refrain from engaging people in contests/hashtags by
Competitor brands
Renowned fashion brands
Religion oriented
Politics oriented

v.
vi.

Refrain from interrupting social interactions unless theres a mention of any of

our brands/products.
Design Layout: or creatives with content, following layouts should be
followed:

4. Timeline was set different for different pages.

Day
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday

LeeFerro
Campaign based
Product Based
Fact Based
Entertainment Based
Campaign based
Product Based
Engagement based

FM
Product Based
Engagement based
Campaign based
Entertainment Based
Product Based
Campaign based
Engagement based

Belboni
Engagement based
Campaign based
Product Based
Entertainment Based
Campaign based
Engagement based
Product Based

5. Then, the content bucket was set for all the three brands as follows:
Content Bucket

Description

Product based

Content based on different kinds of shirts/suits/trousers etc.

Entertainment Based

Content based on Bollywood, Hollywood & Sports industry

Engagement based

Content in the form of Quotes(Motivational/Leadership/

Fashion) and Fashion tips and Quiz/Games

Fact based

Content in the form of Facts about fabrics

Campaign Based

Content related to different Campaigns

6. A launch mail was sent to all Donear employees and clients, informing them about the
Facebook presence of three brands.

Hello Everyone,
It is our pleasure to invite you to visit the official Facebook pages for our three brands Belboni,
Lee Ferro and Ferrino Mizzoni.
Kindly spare some time and like the pages on Facebook. Share the pages as well and all your
suggestions are always welcomed. Engage yourself in the posts regularly and help us to make
these pages interactive.
The links for the brands are mentioned below:
https://www.facebook.com/belbonicottons
https://www.facebook.com/FerrinoMizzoni
https://www.facebook.com/LeeFerroLinens
7. Finally, Facebook Page requests were sent to friends, relatives and others in the network
on the regular basis in order to build a fan base and engage people in our daily posts.

RESULTS & OBSERVATIONS

A.

BELBONI

Belboni is exclusively designed 100% cotton fabric for the fashion connoisseur with an
enhanced luster giving a natural sheen & strength. Belboni fabric is wrinkle resistant with
improved shrinkage resistance ability. The fabric is handpicked from Egypt, crafted in Milan
and now available in India.

The number of fans generated for this Page : 300

1. The total number of people who have liked our Page (Unique Users)

350
300
250
Lifetime Total Likes
Lifetime: The total
number of people
who liked our page
(unique users)

200
150
100
50
0
42390
42404
42418
42383
42397
42411
42425

2. The number of people sharing stories about your page. These stories include liking
your Page, posting to your Page's timeline, liking, commenting on or sharing one of
your Page posts, answering a question you posted, responding to one of your events,
mentioning your Page, tagging your Page in a photo or checking in at your location.
(Unique Users)
45
40
35
30
25
20
15
10
5
0

Daily people talking

About this daily: The
number of people
sharing stories about
your page. These
stories include liking
your page, posting to
your page's timeline,
liking,commenting or
sharinf of your page
posts, answering a
question you posted

2. Major age group remains at 18-34 with maximum male population on the
page.

Major chunk of fans come from Mumbai followed by Bhilwara, Chennai, New Delhi
and Pune.

Major age group remains at 18-34 with maximum male population on the page.
Major chunk of fans come from Mumbai followed by Pune, Navi Mumbai, New
Delhi Bangalore, Chennai and Jaipur.

Maximum Liked posts

Maximum Reach posts

Following Facebook Campaigns were created for Belboni :

1. #ThinkHatke
2. #AdrenalineRush
Base Jumping
Scuba Diving
Waterfall Rappelling
Rafting
Bungee Jumping
3. Fathers Day 1 Habit/day
King of Remote Control
Newspaper reading
Pocket Money

All Posts

B. FERRINO MIZZONI