Visual merchandising and marketing functions - a study of Tata international ltd (leather goods manufacturers)

Abstract

This project gives a detailed understanding of the marketing functions in the footwear department of Tata International. Tata international is one the leading leather footwear, garments and other articles (bags, wallets, travelling bags, belts) manufacturer of the country. They have their units in Dewas and Chennai. Along with understanding the marketing procedure of the company an assignment on visual merchandising was also done. The task of visual merchandising was performed in the initial first half of the internship period. The garment division of the company has an in house showroom for the display of their merchandise to the clients. The task of renovating the showroom and making it more presentable was undertaken by me along with one more intern. Our task was to make use of the available resources and give the showroom a new and fresh look with minimum cost involvement. After completion of the visual merchandising task I was shifted to the footwear division of the company to understand the marketing functions. There I was asked to handle the production of wiser (naturalizer) sandals, in order to understand the complete cycle and various processes involved in the production till dispatch of a consignment. Hence, this project has enabled me to understand the workings of a manufacturing concern and also gave me the opportunity to make some appreciable changes in the organization. The project was carried out in the manufacturing unit of Tata International in Dewas. The required data was collected in the form of pictures (for visual merchandising task) and documents ( study of marketing functions) from the office.