Project On Marketing Strategy of MK Fabrics

Study on marketing strategy and advertisement of MK Fabrics
INTRODUCTION
Marketing is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create to exchange that satisfy
individual and organizational goals. Now a day’s competition is found in all works of
life. It is in sports, personal achievements, beauty contest, and academics. Perhaps the
world of business is not moving the winners have been able to change their life styles
over night with easy bucks. These games are not mere luck but brain. It is found
generally in business world that weak firms ignore their competitions, average firms
copy their actions that improve quality, reduced cost and increase the supplies
mellowed by the needs, moods, and purchasing power of an individual or a family or
a firm. To combat competition in its dimensions, the marketer has no design and
implements effective marketing strategies.
Marketing strategy is the and the unbeatable instruments or a plan shaped and
designed specifically for attaining the marketing objectives of a firm. A Marketing
mission and objectives tell us to where we want to go and marketing strategy provides
us with design for reaching out there.
The tern Advertisement is, derived from the Latin Word “Advert” which Means to
‘turn he mind towards’ The dictionary meaning of the term is ‘to give public
announcements”
Advertisement is an important technique of sales promotion. This term ‘media’ refers

to the means though which the advertisement information is communicated by the
advertiser to the prospective customers. Advertising is an effort to create and sustain
the demand of the product. It is an activity which establishes non personal contact of
the business with the customers regarding its product, idea and service. It is concerned
with popularizing a manufacture’s product and boosting its sales by adopting different
advertisement media. It’s creates mass for the product. It generates curiosity among
customers to purchase and own commodity.
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REVIEW OF LITERATURE
Uraiwan (2004) had worked extensively on the knitwear/hosiery products

development process to understand the complexities underlying in it; because a well
defined development process assist the organization to determine its future direction,
plan for rapid changes, create new product line with profits and plan for technology
adaptation and implementation. The goal of this research was to propose an optimal
product development process for a knitwear/hosiery company by examining the
process used by major US Sweater Company and comparing its process to established
process.
Chungan (2005) emphasized that Indian textile Industry has to change to be more
competitive in the long run. This paper emphasis that merely cost competence is not
enough to maintain the lead while Indian companied has to have a global competitive
view.
Kumar (2006) did study of various sectors of Indian and Chinese textiles. this paper
concludes and highlights the various areas where india has efficiency over china and
how India should more capitalize on it. Also it gives equally weightage to Chinese
advantages and how India can win over its weaker areas to be more competitive in
long run.
Bedi (2009) in his article had prepared detailed report on India textile industry
covering various sector of textile industry. This is one of the most comprehensive
reports coveting all aspects of textile industry, performance and hindrances in the
growth of it.
Venkatachalam and Palanivelu (2010) did detailed study on marketing strategies

adopted by garment exporters in Tirupur. In this paper the authors highlight the
problems of garment industries and propose solution to overcome these problems.
None of the studies given above is concentrated on Ludhiana hosiery industry. So
there is gap in the information available on it. Therefore the need for study is felt.
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STATEMENT OF THE PROBLEM
The importance of advertisement is gaining significance day by day.

Advertisement is the key slogan behind the successful business in the world.
Right media of advertisement will enable the advertiser to deliver the message
effectively to the intended markets or prospects. Medias are chosen to reach the
desirable segment of the population. Media selection is based on the communication
requirements, emphasis on the prospect, are eye on the competition and the budget.
The success of the marketing concept depends upon advertisement.

Advertisement not only generates profit but also provides competitive. Advertising is
very significant for the customers as it informs them about the product. Advertising is
a form of communication in marketing. Without advertising, a businessman would be
out of business. Though many studies have been done on consumer stress behavior, a
study on advertising as an information media has not been done. So the need was fell
to study the influence of advertisement as for long term viability and growth. So
marketing strategies of advertising in MK FABRICS.
SIGNIFICANCE OF THE STUDY
The project concerned with “A study on the marketing strategy of advertising

as a media in M.K FABRICS
This study is very useful to analyze marketing strategies applied in the

advertising visual medias effects in the consumers. To run a company successfully,
customer satisfaction is an important aspects. “Consumer is the king in market” so we
can say consumer play a vital role in marketing and the company must know the
needs and wants of the consumer behavior, a study on advertising as for long term
viability and growth. So marketing strategies of advertising in M.K Fabrics has been
chose for the study.
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NEED AND SIGNIFICANCE OF STUDY
The importance of advertisement is gaining significance day by day.

Advertisement is the key slogan, behind all the successful business in the world. Right
media of advertisement will enable, the advertiser to massage effectively to the
intended markets or prospects. So the study as a great relevance in the project context
to analyze the advertising strategies adopted by M.K. FABRICS INDIA PVT LTD
KOLLAM.
OBJECTIVES OF THE STUDY
 An empirical study on the impact of advertisement strategies employed by

M.K fabrics India Pvt. ltd Kollam
 To know about the marketing strategy of M.K FABRICS
 To find out the impact of advertisement on customers.
 To find out modes of advertisement and their advantages and disadvantages
 To study about the limitations and short comings of marketing strategy
METHODOLOGY USED FOR THE STUDY
The study is mainly based on primary data. The primary data has been
collected from 100 consumers through a well structured interview schedule.
Consumers has been selected from the various areas of Kollam District. In addition to
primary data, secondary data are also used for the study. Secondary data was collected
from various journals magazines, publications of M K Fabrics, Internet.
PERIOD OF THE STUDY
Period of the study covers three months.
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LIMITATIONS OF THE STUDY
 Duration of the study is limited to three months

 Limited are: Compared to the universe, the sample size of 100 consumers is very
less. So the marketing results cannot be predicted with this study
CHAPTERISATION SCHEME
Chapter I Introduction
Chapter II Company Profile and Theoretical Background of the study
Chapter III System Analysis
Chapter IV Data Analysis & Interpretation
Chapter V Summary of Findings Suggestions & Conclusions
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INDUSTRY PROFILE
GLOBAL SCENARIO
The clothing and textile in the global market is fast changing with the scaling up uses
of textile in diverse areas. Asian country including India plays a dominant role in the
international trade of the global market. China has the major share in the clothing and
textile trade in the international market. Both Bangladesh and Hong Kong has an
significant role – however India is still on the back seat. It is reported that Asian
companies export most of the textile and apparel to Europe and North America and
U.S.A etc.
Asian countries gaining in textile trade due to low cost compared to African,
European and south American countries. As per Global Textile and Apparel Industry;
Vision 2015, World Textile and Apparel Trade is expected to reach us S 805 billion
2015 from us S 650 billion in 2010. At present few countries like Bangladesh,
Thailand, Cambodia, Srilanka, Pakistan contribute major share I fore earnings of their
country from textile and clothing trade, through their share in the world market is not
very significant.
INDIAN SCENARIO
Indian textile industry is one of the leading textiles industries in the world. Through it
was predominantly un organized industry even a few years back, but the snare started
changing alter economic liberalization of Indian economy in i991, The opening of the
economy give much needed thrust to the Indian textile industry, which has how
become one of the largest in the world.
The sector contributed about 14 percent to industrial production, 4 percent to the

Gross Domestic Product (G.D.P) and 17 PERCENT TO THE COUNTRIES EXPORT
EARNINGS. It provides direct employment to over 35 million people. The textile
sector is the 2nd largest provider of the employment after agriculture. the target for the
textile exports for 2012 – 2013 initially setup at USD 38 billion have been received
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upwards to USD 39, 60, following the foreign Trade Policy Annual Supplement in
June 2012
STATE SCENARIO
The cotton mill industry is one of the most important medium and large scale
industries, in state of Kerala. Due to the wide spread development of handloom
industry in the state, there is an environment conductive to the cotton spinning mills
which produce yam, the raw material required by handloom industry, new spinning
mills are being commercialized, but the performance of the existing cotton spinning
and weaving mills in the state is not quite satisfactory hence an analysis have been
earned out into the probability and financial position of the cotton mill industry in
Kerala. The objective of the study is to make a financial analysis of industry covering
various aspects such as cost structure productivity asset structure, financial structure
and working capital management.
INDUSTRY ANALYSIS
TEXTILE AND CLOTH
The sector contributed about 14 percent to industrial production, 4 percent to

the Gross Domestic Product (G.D.P) and 17 percent to the country’s export earnings.
It provides direct employment to over 35 million people. The textile sector is the 2nd
largest provider of the employment after agriculture. Though it was predominantly
unorganized; industry-even after a few years “back, but the scenario started the
changing after the liberalization of Indian economy in 1991. The opening up of
economy gave the much needed thrust to the Indian textile industry and which has
how successfully become one of largest in the world.
DEMAND AND SUPPLY
The current market size of textile in India is estimated to be around USD 6.83
billion. The overall textile industry in India is expected to grow at a rate of 11% per
year on year and reach a market size of USD 11.6by year 2012 - 2013. The current
textile concept in India is estimated around U.S.D 6.34 billion which is estimated to
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increase to 10.69USD billion by market size includes domestic conception and

exports the year 2012 – 2013. The scheme for growth and development of technical
textile aims to promote indigenous manufacture of textile-retail to leverage global
opportunities and carter to domestic demand
TEXTILE RETAIL
Branded clothes have a relativity recent phenomenon in India because most

textiles are sold in the unorganized sector. Customers have become more informed
about the quality and brand. With change in demographic branding of textile and
retail revolution
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COMPANY PROFILE
HISTORY
M.K FABRICS was started by 3 partners in the name of their father Mr.
Matheen Kunju in 1990. They followed the footstep of their father. Mr.Maitheen
Kunju started his textile in 1984 and was named as Blitnia Wedding Center later it
was renamed as M.K Fabrics by his sons and they started in equal partnerships.
They have about 200 employees and have an turnover of about 50 lack – In Crore.
They got the membership in India Mart since 2012. M.K Fabrics is one stop shop for
all clothing needs. It is located in the heart of Kollam-at M.K Tower. Convent Road.
M.K. Fabrics was served their customers for over 25 years being committed in giving
their finest garments and designs of highest quality standard and style.
MISSION OF M.K. FABRICS
Their mission has always been to optimize the expertise and expertise and
expression of their artisans and suppliers to innovate styles and that surplus the
limitations of fashion trends to become classics. They will delegate and exceed their
customers expectation by offering their holistic, desirable value driven solutions in
clothing and apparel.
VISION OF M.K FABRICS
M.K FABRICS corporate goals arc based on quality and standards we have
set clear policies to ensure that they meet their goals. they have stinger measures in
store customer satisfaction they have laid an equally important stress on improving
the condition of society and world over. For a wild it seemed alright to simplify
follow everyone and do what others! around were seen to be doing and social
activities as pioneered by someone else. Not for long though soon, M.K Fabrics felt
that its C.S in activities needed to be pushed further with a proper strategy.
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PRODUCTS OF M.K. FABRICS
MENS WEAR
 ETHAEN1CWEASUIT
 FORMAL WEAR
 TROUSERS
 MENS JEANS
 BOYS COLLECTION
BRIDAL WOMEN! WEAR COLLECTION
 BROCADE SAREE
 WEDDING GOWN
 DESINGNER SAREES
ECONOMY
 COTTON SAREES
 CHIFFON SAREES
 SILK SAREES
 CHURIDHAR SAL WAR SUITS
 LADIES WEAR
 KURTA
 MENSWEAR
 ETHENIC WEARS
Ethnic wears included shirt and pants which are used for un official purposes
they are mainly bought by the young customers of age between 15-30.M.K Fabrics
has a large collection of ethnic wears. The price range of these is between 500-1200.
These cloth items are mainly bought from Bangalore. Coimbatore, and Delhi etc. M.K
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Fabrics has appointed employees to collect cloth items from various parts of the
country. Ethnic wears include Party wears. Casual wears. T-Shirts, Shorts etc.
SUITS
M.K Fabrics is one of the biggest retailers of suits in Kollam. They have an large
collection of suits of various brands. Some of the important brands that are retailed in
M.K Fabrics KOLLAM ARE RAYMOND, BOMBAY DYING, LEVIES, LUO11ZS
PHILIP, OTTO; etc. The price range of suits start from 3000 and extends up to 15000.
OTTO is the cheapest suits that are retailed by M.K Fabrics whose price range is
between 3000-5000. There are mainly 2 types of suits that are swelled by M. K
Fabrics they are Formal suits and Party suits.
FORMAL WEARS
Formal wears are those which are of particular brands. Some of the important brands
are PAN AMERICA, D.H LUO1S PHILIP; LEVIES etc these shirts have an price
range between 1500-3000 theses are only used for official purpose. These are mainly
light single cultured shirts.
MENS JEANS
M. K Fabrics retails various type of jeans such as branded jeans and local jeans. The
branded jeans are costly and have high quality cloth material, but they have only
small amount of varieties the branded jeans price ranges varies from 1500-500. Some
of the important brands that are retailed in M.K Fabrics Kollam are LEE.
CARBON.OTTO etc. The local jeans are mostly demanded one for the customers
because they get more varieties at low price, M.K Fabrics Collects various local
brands from various parts of the countries such as from Bangalore, has appointed
employees to collect cloth items from various parts of the country
BOYS COLLECTION
M.K. Fabrics has a good collection of kids wear. They mostly sell kids shirts trousers
pants Jeans t-shirts etc. They retail kid’s wear that are collected from various parts of
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the country such as Bangalore, has appointed employees to collect cloth items from
various pans of the country.
WOMENS WEAR
BRIDAL COLLECTION
M.K. Fabrics is the one of the biggest sellers of sari in Kollam. They have a
large collection of saris, sari department is the largest department of M.K. Fabrics and
M.K. Fabrics is the best shop, in Kollam for the bridal collection. They have various
types of wedding saris, wedding gowns, designer saris which are collected from
various famous sari makers of India. They main source of sari are those series which
are made in kanchipuram and Chennai. The price range of sari varies as per the type
of sarees. Wedding gowns are sold only in few amount because M.K. Fabrics
concentrate more on sale of sari. The percentage of wedding sari stars from 7000-1
lack. Designer saris price range starts from 2000-25000 and gowns price range starts
from 7000 – 1 lack
Economy
 Cotton Sari
 Chiffon Sari
 Silk Sari
 Churidar Salvar Suits
 Ladies Wear
 Kurtha
DEPARTMENT PROFILE
Human Resource Department
 Marketing Department
 Business Development Department
 Administration Department
 Information Technology Department
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 Loyalty Department
I. HUMAN RESOURCE DEPARTMENT
M.K Fabrics have 375 employees, compromising 350 employees working in

the sales department and 10 working on management department, five on the H.R
Department and 10 as ground staff.
H.R. POLICIES IN THE ORGANISATION
VI. K group is very famous in their H. R. activities. Resources are the most important
part of every industry. A gathering of efficient employees is the base of every
organization. Without that the organization will struggle to survive and of maintain g
existing and attracting employees good H.R. Policies should be maintain in the
company.
RECRUITMENT
The recruitment policies of a company constitute its need for employees. Recruitment
helps a company to meet their human resources beeds. It is very important to recruit
quality employees. For that a well prepared recruitment policy should be their for the
company. The policy should maintain some question like.
What is the purpose of recruiting people? To which are recruitment is made? What all
are the skills looking at? What kind of people are we looking for? What are the
qualifications needed? Etc
Recruitment should be able to satisfy all these questions. Otherwise the main aim of
the process will be failure.
Recruitment of M.K Fabrics is done on the quarterly basis. The company will give
advertisement in newspapers and famous T.V Channels. The Through, normal
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recruitment procedures will be made. The rules and regulations of the company will
be announced only after the selection process.
The employees there will be bonded agreement and candidates will have to submit a
cheque worth rupees 10000 as a safety measure. The most important part of VI, Iv.
group is that even if their exists these kinds of rules they are only for the sake of
safety nothing else. They done heritage to relative a candidate who has got another
job or opportunities with more benefits. And that’s one of the main advantages of the
company compared to others.
The newly recruitment employees will be appointed as sales trainees for three months,
the probability period of the employees will end by six months from the date of
joining in the first months from the date of joining in the first month candidate will
not be having any salary. They will have training Sessions by the Flore mangers for
three months. They will be trained by exports from external agencies to make a vision
on employees after first three months. Within this time candidate are given proper
understanding on what they are dealing with and how they should deal with.
TRAINING AND DEVELOPMENT
The training and Development policies in M.K. Fabrics are very famous as it
focuses on the overall development of the employees, initially the candidates will be
given three clays training based on the general topic like about, the company, they are
going to with, sales techniques etc. And this will be done by the expert from famous
training house. The newly selected candidates are not allowed to enter the counter for
selling when they come. To enter the sales counter the candidates have to proof his
selling when lacing the customers. If the supervisor thinks he is competent enough to
deal the customers he is allowed to assist a senior sales person. And this senior person
will help the candidate to learn have top route a sale Here in M.K group the candidate
will get experience as sales while doing counter sales, he will get experience as a
cashier, he will get experience in human resources department, accounts. markets etc.
this type of training is only to make sure that is capable of becoming good further
manages and should capable of understanding these functions as a manger. Here the
training will only to end when he become a manger of the showroom.
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MARKETING DEPARTMENT
Marketing Department has a key role to play in the profit and development in any
kind. of business. It is a business function engaged with movement of products.
Ability to sell the products is the critical task in traditional marketing concepts of
efforts that affects transfer of ownership of goods of their physical distribution.
According to Philip Kotler “Marketing is a social and managerial process by which

individuals and groups obtain what they want through creating and exchanging
products and values with others”
M.K. Fabrics marketing includes advertising through various media such as

television, Radio, News paper and magazines, Interactive website, boarding, and
display CCTV, visuals advertisement at prominent location, advertisement in cinema
hails, bus terminals, railway stations and similar displays. Further MK Fabrics shall
continue to consult external agencies on the optimum allocation of MK – Fabrics
marketing resources by determining the appropriate media vehicles for reaching out to
mK Fabrics retail customers. MK Fabrics also have professionally composed jingle
marketing is an important investment in future growth, to improve MK Fabrics brand
visibility to establish relationships with target market and to sell MK Fabrics products
in a competitive cost effective manner.
MARKETING ACTIVITIES
The marketing manager makes an annual plan tor marketing activity to be undertaken
during the year considering the budget given by the finance department. The annual
plan will be approved by the chairman and a copy of same will be given to the CM
and accounts department. Every marketing activity detailed in the annual plan will be
undertaken after receiving the proposal from different advertising agencies. A release
order is prepared in translate to the best advertisement agency, based on their work,
cost time lines and reliability. The release order approved by the GM and copy will be
forwarded to accounts department. On execution of the work order the marketing
manager and his assistants monitor the work executed in terms of print, TV radio and
outdoor advertisements for the quality and also for the outcome.
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MARKETING CHANNEL
The company Whole Sales Retailers Consumers
ADVERTISEMENT
Around 8% of companies profit is utilized for advertisement with consent of

distributors and dealers. For making better advertisement company seeks assistants
from an external agency. The method of advertising are broadly classified into.
 T V advertisement
 Display boards
 Press advertisement
 Personal gift
 Exhibition
MARKETING FUNCTION
Marketing functions involves
 Distribution of products to distributor

 Providing warehouse facilities
 Providing transportation facilities
 Conducting marketing research
 Providing sales promotion
 Meeting sales target
 Adopting new methods against competitors
 Providing pricing strategy
 Promoting for advertisements
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MARKETING DEPARTMENT CHART
Marketing Department
Sales Manager
Regional Sales Manager
Area sales Manager
Sales Officer
OBJECTIVES OF M.K. FABRICS
Create effective campaign to ensure greater brand visibility. Ensure all

advertisement and promotional activities lead to build up of greater market share of
the brand Constant market analysis to ascertain perception, charge and
competitiveness Engage in brand building exercise.
COMPETITION
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M.K Fabrics operates highly competitive and fragmented markets and competition in
these markets is based primarily on market trends and customer preferences. The
players in the organized sector offer their products at highly competitive prices and
many of them are well established in their local sectors M. K Fabrics also compete
against certain organized national regional and local players.
PROMOTIONS
 Introducing various promotions tor increasing sales in textile and purchase

 Joining hand with companies brands for promotions
 Coordinating the press for media support
 Organizing events and lucky draws in connection with promotions
ADVERTISEMNTS
 Kindling all showroom advertisement in India

 Media planning (Print and Visual Media)
 Navigations with all channels and publications
 All outdoor campaigns and advertisements like boarding sign boards neon boards
 Railway coach poster advertisements
 Theatre advertisements road shows etc.
 All media release press meet etc.
FINANCE DEPART
1. Selecting those projects based on risk and expected return that are best use of
company’s resources
MENT
The five basic corporate functions are described as those functions related to:
2. Raising capital to support company operations
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3. Management of company cash flows and balancing the ratio of debt and equity
Financing to maximize companies value
4. Management of risk exposure to maintain optimum risk teturn trade of
maximizes shareholder value
Several other functions are follows:
1. Preparation of budget, approximation of accounts appropriations of accounts,

re-appropriations, surrender and savings
2. Control of expenditure and means positions
3. Audit
4. Treasury
5. Administrations of taxes i.e, sales tax, entertainment tax, luxury and entry tax
6. Service conditions including freedom fighters pension
7. Resource mobilizations through loans, Institutional finance small savings
credit and investment public debit
8. Financial concurrence and advice
9. Compilation of codes rules and procedures concerning financial transactions
and having bearing on state finance and their implementation
10. Safety and investment of funds from consolidated funds, contingency fund and
public account.
11. Contract recovery and refund of revenue etc.
BUSINESS DEVELOPMENT DEPARTMENT
This department plays important role in the company because it can substitute
initiate and support projects which may include ail other departments and can improve
company performance. Business development department supports and guides
companies strategic planning, influences shown term long tern goal settings and
provides information for effective decision making in company management.
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OBJECTIVES
 To maintain institutional sales progressively
 Initiate co-branding activities to enhance the brand position oi’ M.K. Fabrics
 Enhancement customer relationships and brand loyalty
 Constant market analysis is to ascertain market perception change and
competitiveness.
JOB PROFILE OF BUSINESS DEVELOPMENT
MANGEMENT
 Scan environment formula long term fore casts

 Initiate measure* to build up improve relationships with new and existing
customers
 Organised and implement various promotional activities
 Feedbacks to divisions, monitoring compiling data of product performance
 Systematic timely communicational feed backs to division on
 Opportunities and threats in the environment
 Competition
 Products
CUSTOMER COMPLAINT MANAGEMENT SYSTEM
Customer complaints are received through various channels:

 Showroom
 Customer feedback (customer feedback form can also be used as a channel
for complaints)
 Verbal
 Fax and E-mail
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At showroom level the complaints are resolved by the showroom manager all written
complaints are recorded in the complaints feedback register by customer relation
executive. These complaints are attended immediately. The customers are given a call
within 2hrs. And a solution is found within 48 hrs. The customer relationship
employee will hand over into the concern departments and find suitable solutions to
the complaint. Serious issues are brought into the attention of G.M. The remedial
actions are taken to the complaints recorded in the complaint books. All complaints
the preventive and corrective actions taken shall be discussed during the managent
review meetings.
FEEDBACKS
A framed statement kept in each showroom encoring customers to provide

feedback through the customer feedback forms. A customer feedback form is kept at
every out let. The customer relationship executive is assigned the duty of collecting
customer suggestions who in turns gives his feed back to the manager for necessary
actions. The customer relation executive analyses the feedback each week at the
showrooms complaints received by mail or phone or phone at the corporate office are
directed to concern department and benefitting section is taken for the same.
ADMINISTRATION DEPARTMENT
TOP MANAGEMENT
The top management composed of chairman general secretary manageand

department heads to management responsibility includes.
 Setting quality policy

 Establishment deployment and monitoring measurable quantity
objectives at relevant functions and levels within the organization
 Ensuring availability of resources indentified in process of effective
implementation of QMS
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Top management measures for organizational performance includes

financial performance process performance and assessment of satisfaction
level of customers and interested parties and bench marking.
MANAGEMENT REPRESENTATION
The chairman has appointed the general manager HR? Internal Audio as
the management representative besides other representatives
 Ensure that process of the QMS is established and maintained on
continuous basis to meet the goals of company policy requirements and
third party company requirements
 Reports to top management on performance of QMS through performance
of QMS through periodic internal audit of the system as per national
schedule
 Promote awareness of consumers requirements and market needs during
the meeting throughout the organization based on the feedback from
marketing manager the internal auditor H.R has been assigned as the QMS
co-ordnator to assist the implementation and maintenance of QMS
LOYALTY DEPARTMENT
In today’s world customer serve as paramount to success. Serving its most

valued customers with a attention and respect that they deserve and distinguish your
products and serves from the competition. The relationship marketing and effective
OKM will bring customers: back repeatedly, positively impact your bottom line and
establish a strong team approach than you have ever known before. The goal
ultimately is to promote a “conversation so satisfying from customers that it moves
their off price and on to added value.
GOLDEN REWARDS PROGRAMS
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This is a loyalty program of M.K. Fabrics where the customer is offered a

“smart card” which offers the customer a wide range of benefits and privileges. To
earn reward points, the customer presents the card at the time of purchase the card at
the time of purchase at M.K. Fabrics store reduces points which are later to be
redeemed by the customer, against future purchase at M.K. Fabrics store. For every
10000 points the customer will be eligible for a discount of Rs 1000.
MARKET SURVEY
1. Period base market survey about product and services
2. Introducing new product to the market
3. Competitive study between M.K. Fabrics and competitors
ROLES AND RESPONSIBILITES
The marketing managers have overall responsibility for effectiveness of

department promotion activities. The marketing manager proposes various promotion
plan for the year and discuss with chairmen and G.M.A. 11 the promotions has to be
approved by the chairmen. After approval the marketing manger lists out various
activities required for executing the promotions like government approval and
permission, advertisement material and promotional gifts and the necessary approval
is taken from. From G.M company promotion activites are initiated with the banks
and other prominent companies and proposal is made and submitted to G.M with a
cost benefit analysis is an approval from the G.G the co-promotion will be executed.
INFORMANTION TECHNOLOGY DEPARTMENT
The management information service department provides a variety of

services relating to computer and telecommunication services application software
training to all internal town client departments. The management information system
serves as an internal repositioning unit of organization. The department is responsible
to report in quantitative as well as qualitative terms and has an extensive database of
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existing organization activities. The MIS department is an innovator in the field of

information technology management using a management solution, that maximize
effectiveness and minimize cost. The MIS department also consult with other
departments to select analyze and select IT support mobile computing solutions for
department.
INTERNAL AND EXTERNAL COMMUNICATION
Top management realizes the usefulness of internal and external
communications process to help the organisation to achieve to quality objectives and
participation of employees in best practice.
A documented procedure - is established for effective and external
communication.
INTERNAL COMMUNICATION
1. Communication of policy objectives and arrangement for implementation of

QMS to employees.
2. Communication regarding the current billion rates
3. Communication regarding service related legal and regulatory requirements.
4. Communication of customer’s requirement by the purchase or marketing or
business: development manager.
5. Service land products related communications takes place via exchange of
experience and internal meeting and in work groups.
6. Employee suggestion scheme to nature ideas of the employees for benefit of
the organization.
7. Press publications dealing with the organizations activities are circulated through
notice boards, internet and website
8. Employee’s newsletter
9. Company brochure and website providing information about the organizations

activities
10. Communication with regulatory bodies with updating regulatory

requirements.
24
11. Communication with legal authorities in case of incidents and accidents
MANAGEMENT REVIEW
The management once in 6 months reviews the QMS. It includes
1. Results of departmental objectives and budget review

2. Quality policy review
3. Results of international and third party audits
4. Customer feedbacks and complaints
5. Status of preventative and corrective actions taken for identified non
conformities
6. Review of business growth and strategies
7. Changes; to quality management system
8. Resource needs
9. Follow up actions from last management review.
The management review output considers output actions related to the

improvement of the QMS and its process improvement of the products or services
related to customers requirements and resources needs for implementation of quality
and management systems. The effectiveness of management review is measured in
subsequent review meeting. Management representative is responsible and authorized
to collect data. organize and schedule management review once in 6 months. After
internal audit manager maintains the records of management review meetings
COMPETITORS
1. JOLLY SILKS
2. SEEMAS
3. R K SILKS
4. KAMESS
5. WEDLAN
25
ORGANIZATIONS STRUCTURE CHART
Board of Directors
MD
managing Director
Group Executive
General Manager Manager
Retail General Manager

Manager Jewellry
Financial Company
IT Manager HR Manager Marketing Manager
Manager Secretary
Legal Assistant
Officer Secretary
Manager Manager
Accountant Accountant
26
MARKETING STRATEGY
Marketing strategy is a long term, forward-looking approach to planning with the
fundamental goal achieving a sustainable competitive advantage. Strategic planning
involves an analysis of the company`s strategic initial situation prior to the
formulation, evaluation and selection of market-oriented competitive position that
contributes to the company`s goals and marketing objects.
Strategic marketing, as a distinct field of study emerged in the 1970s, and built on
strategic management that preceded it. Marketing strategy highlights the role of
marketing as a link between the organisation and its customers.
DEFINITION OF MARKETING STRATEGY
 “The marketing strategy lays out target markets and the value proposition
that will be offered based on an analysis of the best marketing
opportunities”. (Philip Kotler & Kevin Keller , marketing management
,pearson,14th edition)
 “An over –riding directional concept that sets out the planned path” (David
Aaker and Michael K. Mills )
 “An explicit guide to the future behaviour.”(Henry Mintzberg, Harvard
business review )
OBJECTIVES OF MARKETING STRATEGY
 CREATION OF CUSTOMERS FOR THE BUSINESS
27
The first and the most important objective of the marketing strategy is to create
customers for the business. The marketing strategy attracts the customers through
advertisements and sales promotion activity to buy the product and services of the
firm. This facilities increases the sales
 SATISFYING THE NEEDS OF THE CUSTOMER
Customer is the king of the market. Modern marketing begins and ends with the needs
of the customers. The marketing strategy study the needs of the customers and take
steps to offer the goods and services needed by the customers. Then only the business
can survive
 DETERMINATION OF THE MARKETING MIX
The marketing strategy determines the marketing mix that satisfies the needs of the
customers. Product pricing, promotion, and physical distribution should be so planned
to meet the requirements of different kinds of customers.
 GENERATION OF ADEQUATE PROFIT FOR THE

BUSINESS
The main objectives of any business is to earn profit. Profit is highly needed for the
growth and diversification of the firm. The marketing department is the only
department which generates revenue for the business. So marketing strategy has
gained much importance.
 CREATING GOODWILL
For creating new customers and also for retaining them, the business has to build up a
public image. For that the marketing department has to provide quality goods at
reasonable prices to the customers. If a firm enjoys goodwill in the market, it will
increase the morale of its sales force.
28
 RAISING THE STANDARD OF LIVING
Marketing strategy attempts raise the standard of living of the people by providing
them better products at reasonable prices.
AN OVERVIEW ON MARKETING STRATEGY

Marketing strategy involves mapping out the company`s direction for the forthcoming
planning period, whether that be three, five or ten years. It involves undertaking a 360
degree review of the firm and its operating environment with a view to identifying
new business opportunities that the firm could potentially leverage for competitive
advantage. Strategic planning may also reveal market treads that the firm may need to
consider for long term sustainability. Strategic planning makes no assumptions about
the firm continuing to offer the same products to the same customers into the future.
Instead, it is considered with identifying the business opportunities that are likely to
be successful and evaluates the firm`s capacity to leverage such opportunities. It seeks
to identify the strategic gap; that is a difference between where a firm is currently
situated (the strategic reality or inadvertent strategy) and where it should be situated
for sustainable, long term growth (a strategic intent or deliberate strategy)
Strategic planning seeks to address three deceptively simple questions, specifically
 Where are we now?

 What business should we be in? (vision and mission of the company )
 How should we get there? ( strategies ,plans ,goals and objectives)
TOOLS AND TECHNIQUES OF MARKETING

STRATEGY
29
Strategic analysis is design to address the first strategic question, ‘where are we now’?
Traditional market reaserch is less usefull for strategic marketing because the analyst
is not seeking insight about customer attitudes and preferences. Instead strategic
analysts are seeking insights about the firm operating environment with a a view to
identifying possible future scenarios opportunities and treats
Strategic planning focuses on the three 3c`s, namely : customer, corporation and
competitors. A detailed analysis of each factor is key to the success of strategy
formulation. The `COMPETITORS` element refers to an analysis of the streangth of
the business relating to close rivals, and a consideration of competitive treads that
might impinge on the business `ability to move in certain directions. The
`CUSTOMER` element refers to an analysis of any possible changes in customer
preferances that potentially give rights to new business opportunities.
The `CORPORATION` element refers to a detailed analysis of the company`s

intearnal capabilities and its readiness to libereage market base opportunities or its
vulnerability to external treads.
The most commonly used tools and techniques are used for , research methond
analytical techques
MARKETING CONCEPT
MARKETING CONCEPT is a philosophy, an attitude or a course of business
thinking. It was born out of the awareness that marketing starts with the determination
of consumer needs orientation backed by integrated marketing aimed at generating
consumers satisfaction. It is a way of life in which all organisational resources are
mobilised to create, stimulate and satisfy the consumers at a profit to the firm.
`The concept` represents radically new approach to business concept means a change
in orientation on the part of management towards business. The change occurs from
production orientation to marketing orientation, product orientation to customer
orientation, supply orientation to demand orientation, volume orientation to profit
orientation, sales orientation to satisfaction orientation and from internal orientation to
external orientation. The different concepts of marketing are following:
 Business concept
30
 Production concept
 Product concept
 Selling concept
 Marketing concept
31
ANALYSIS AND INTERPRETATION

DATA ANALYSIS
The survey is conducted on the basis of structured questionnaire. There are

15 questions in the questionnaire. The data collected was tabulated and percentage
factor was calculated. The data collected is analyzed here.
PERCENTAGE ANALYSIS
It refers to a special kind of ratio. The percentage is used in making comparison

between two or more series of data. The percentage analysis is conducted by dividing
the number of respondents by total number of population of sample.
32
Table No: 4.1
Table showing age wise classification of customers
Sl. Age No of Percentage

No respondents
1 20-35 60 60
2 36-50 20 20
3 51-65 10 10
4 66 or 10 10
above
Total 100 100
Figure No. 4.1
Age wise classification of customers
60
60
50
40
30
20
20
10 10
10
0
20-35 36-50 51-65 66 or above
Interpretation
It was noted that 60% of the population belongs to age group of 20-35
enjoyed the advertisements of. M.K. Fabrics, Kollam, 20% of the respondents
belongs to 36-50 enjoyed the advertisements, 10% of the respondents belongs to
51-65 and 10 % belongs to group of 66 or above.
33
Table No: 4.2
Table showing the influences of advertising on customer
Sl. Influence No of Percentage

No respondents
1 Yes 60 60
2 No 40 40
Total 100 100
Figure No. 4.2
Influences of advertising
60
60
50 40
40
30
20
10
0
Yes No
Interpretation
60% of the respondents revealed that the advertising was influencing,

40% of the respondents revealed that it does not have any influence on them.
34
Table No: 4.3

Mode of advertisements
Sl. Media No of Percentage

No respondents
1 Television 44 44
2 News 30 30
paper
3 Radio 10 10
4 Posters 10 10
5 Others 6 6
Total 100 100
Figure No. 4.3
Media Information
6
10
Television
10 44 News paper
Radio
Posters
Others
30
Interpretation
44% of total respondents got information about M.K. Fabrics Pvt.

Ltd. Kollam through television, 30% through newspaper. 10% through radio.
10% through posters, and 6% through other media.
35
Table No: 4.4
Effectiveness of Advertisement on consumer
Sl. Option No of Percentage

No respondents
1 Yes 76 76
2 No 24 24
Total 100 100
Sources: primary data
Figure No. 4.4
Effectiveness of Advertisement
76
80
70
60
50
40 24
30
20
10
0
Yes No
Interpretation
76% of respondents revealed that advertisement is informative to

them. 24% of respondents revealed that advertisement is not informative.
36
Table No: 4.5
Impact of Advertisement on the Consumers
Sl.No Factors No of respondents Percentage

1 Trust full words 44 44
2 Celebrities 24 24
3 Words with visual 14 14
4 Back ground music 12 12
5 Theme of advertising 4 4
6 Others 2 2
Total 100 100
Figure No. 4.5
Impact of Advertisement on the Consumers
2
4
12 Trust full words
Celebrities
44
Words with visual
14
Back ground music
Theme of advertising
Others
24
Interpretation
It was noted that trustful words of advertising creates an impact on 44% of

the total respondents, celebrities creates an impact on 24% of the total
respondents, words with visual creates 14% of the respondents, back ground
music creates 12% of the respondents, and 4% impact of respondents through
37
theme of achcrtusmu. Bin others factors are not creates an impact on the
customers.
Table No: 4.6
Type of Impact created by Advertisement
Sl. Impact No of Percentage

No respondents
1 Positive 62 62
2 Negative 14 14
3 Neutral 24 24
Total 100 100
Figure No. 4.6
Type of Impact created by Advertisement
70 62
60
50
40
24
30
14
20
10
0
Positive Negative Neutral
Interpretation
62% of the total respondents reveled that advertisement in M.K. Fabrics

create positive impact on them, 14% of the total respondents revealed negative
impact of advertising in M.K Fabrics and 24% of the total respondents reveals
that advertisement in M.K. Fabrics created neutral impact on them.
38
Table No: 4.7
Table showing use of discount coupons printed in magazines/news paper
Sl. Opinion No of Percentage

No respondents
1 Yes 60 60
2 No 40 40
Total 100 100
Figure No. 4.7
Use of discount coupons printed in magazines/new paper
60
60
50 40
40
30
20
10
0
Yes No
Interpretation
60% of the total respondents are used discount coupons printed in

magazines/ news paper for purchases and 40 % of the total respondents are not
used discount coupons.
39
Table No: 4.8
Opinion of Customers on behalf of advertisement
Sl. No Thought Opinion No of respondents Percentage

1 That product is high quality 36 6
2 It may be expensive 18 8
3 The company is big one 26 6
4 The brand is facing intense 20 0
competition
5 None 6 6
Total 100 100
Figure No. 4.8
Opinion of customers
36
40
35
26
30
25 18 20
20
15
6
10
5
0
That It may be The The brand is None
product is expensive company is facing
high quality big one intense
competition
Interpretation
36% of the total respondents think about the picture of famous

personality in the TV advertisement, & thinks that product is of high quality,
18% of respondents think it may be expensive, 26% of respondents think that
the company is big one. 20 of respondents does not think any thing.
40
Table No: 4.9
General Impression of Consumers about advertisement
Sl. No Impression No of respondents Percentage

1 Very good 52 52
2 Good 24 24
3 Moderate 16 16
4 No opinion 8 8
Total 100 100
Figure No. 4.9
General Impression of Consumers
16
Very good
Good
52 Moderate
No opinion
24
Interpretation
52% of the total respondents revealed that their impression

regarding the advertisement is very good. 24% of the respondents revealed that
41
their impression is good, 14% of the respondents revealed that their impression
is moderate and the 10% of the respondents have no opinion.
Table No: 4.10
The customers Opinion about the facilities shown in advertisement
Sl. No Customers Opinion No of respondents Percentage

1 Agree 50 50
2 Strongly agree 36 36
3 Disagree 12 12
4 Strongly disagree 2 2
Total 100 100
Figure No. 4.10
The customers Opinion about Luxurious facilities
50
50
45
36
40
35
30
25
20 12
15
10 2
5
0
Agree Strongly agree Disagree Strongly
disagree
Interpretation
50 % of the respondents agree that the facilities shown in advertisement

of M.K. Fabrics is correct 36% of the respondents strongly agree . 12% of the
42
respondents disagree and 2% of the respondents strongly disagree with the

facilities that shown in advertisement.
Table No: 4.11
Classification on the basis of motivating factor
Sl. No Factor No of respondents Percentage

1 Quality 60 60
2 Advertisement 22 22
3 Price 8 8
4 Infrastructures Facilities 6 6
5 Others 4 4
Total 100 100
Figure No. 4.11
Motivating Factor
60
60
50
40
30 22
20 8 6 4
10
0
Interpretation
43
It was noted that 60% of the respondents were influenced by quality.

22% of the respondents were influenced by advertisement. 8% the of the
responders were influenced by price. 6% the of the respondents were influenced
by Infrasture facilities and 4% of the respondents were influenced by to other
factors.
Table No: 4.12
Advertisement for M.K. Fabrics
Sl. No Media No of respondents Percentage

1 Television 50 50
2 News Papers 30 30
3 Magazines 10 10
4 Posters 10 10
Total 100 100
Figure No. 4.12
Advertisement for M.K. Fabrics
10
10
Television
News Papers
50
Magazines
Posters
30
Interpretation
It was noted that 50% of the respondents revealed that television is most
effective media of advertisements for M.K FABRICS, Kollam. 30% of the
respondents revealed that news paper is an effective media. 10% of the
44
respondents revealed that magazine is an effective media. 10% of the

respondents revealed that poster is an effective media.
Table No: 4.13
Interest of buyers on the bases of Luxurious facilities
Sl. No Opinion No of respondents Percentage

1 Yes 60 60
2 No 40 40
Total 100 100
Figure No. 4.14
Interest of buyers on the bases of Luxurious facilities
60
60
50 40
40
30
20
10
0
Yes No
Interpretation
45
It can be noted that 60% of the respondents are interested to.

Purchase, from M.K. Fabrics with regard to luxurious facilities 40% of the
respondents are interested in it.
Table No: 4.14
Classification on the basis of discussion on advertisement
Sl. Opinion No of Percentage

No respondents
1 Yes 64 64
2 No 36 36
Total 100 100
Figure No. 4.15
Classification on the basis of discussion
36%
Yes
No
64%
46
Interpretation
64% of the respondents are discuss about advertisement with friends and
relatives. 36% of the respondents are not discuss about advertisement.
FINDINGS AND SUGGESTIONS
MAJOR FINDINGS
 From the study it is found that 60% respondents belong to age group of 20-35,
20% belong to 36-50. Belongs to 51-65 and 10% belongs to age group of 66 or
above
 From the study it is found that 60% of respondents opinions that advertising
influence the respondents and 40% opines that it does not have any influents on
them.
 From the study it is found that 44% of total respondents got information about
MK FABRICS through television 30% through news papers 10% through radio
10% through poster 6% Other media news papers 10% through radio 10%
through posters 6% other media
 From the study it is found that 76% of respondents of revealed that
advertisement is informative 24% of respondents advertisement is not
informative.
 From the study it is found that 82% of the total respondents revealed that the
advertisement is effective an informative
 From the study it is found that 62% of the total respondents revealed that
advertisement MK FABRICS create positive impact on them 40% of the total
respondents revealed negative impact of advertising MK FABRICS and 24%
of the iota! respondents revealed that advertisement create MK FABRICS
neutral impact on them.
47
 From the study if found that 60% of the total respondent are used discount
coupons. 40% of the total respondents are not used discount coupons.
 From the study it is found that there are 52% of the total respondents revealed
that their impression regarding the advertisement is very good, 24% of the
respondents revealed that their impression is good. 16% of the revealed that
their impression is moderate and the 4% of the respondents have no opinion.
 From the study it is found that 100% of the respondents revealed that effective
media advertisements are television, newspaper magazines.
 From the study it is found that 60% of the respondents are interested to
purchase from MK FABRICS with regard to luxurious facilities 40% are not
interested.
 From the study it is found that 64% of the respondents discuss about
advertisement with friends and relatives 36% do not discuss with their friends
and relatives.
48
CONCLUSION
MK FABRICS Wedding Centre is situated in the heart of KOLLAM town. It

Spread over an area of 72 thousand sq ft with direct approach of the main road. The
study also aims at knowing the consumers view on advertising. Without advertising
business men can get thrown out of business. Well, this depend on the nature of the
business. Some types of business may need lot of advertisements, whereas, some may
not need too much of advertising MK, fabrics Wedding Centre follows a corporate
advertising strategy. The advertisement of MK FABRICS Wedding Centre are very
unique. MK FABRICS have a wedding centre concept advertise their jeweler.
In this competitive business filed company should implement more and better
sales promotion activities. Company have good distribution network, so that they can
provide their product at the right time to the right customers. Company should
maintain good sales promotion and brand building activities to retail existing market
shares.
49
SUGGESTIONS
 Promotion should be taken effectively for the kids segment TV adds should
make more simple and attractive.
 Company should take necessary action towards correcting thernegative impact
created in the minds of consumers through advertisement.
 Company should make sure that the promotional measures are reaching the
customers at the right time effectively.
 Company should take steps towards the attainment of 100% level of customer
satisfaction.
 It is batter to include celebrities in advertisements as they influence the public
very much and their shopping mind.
 Advertisements should be effective, brief and attractive, so that it can easily get
captured in the mind of consumers.
 More priority should be given to product information and price, since most of
the respondents prefer to know such factors.
 It is better to provide parking facilities
50
BIBLIOGRAPHY
1. Philip Kotler and Armstrong, Principles of marketing Tenth Edition person

Education
2. Kothari C.R Research Methodology (methods and techniques), Reprint Edition

2004, International publishers New Delhi
3. G.V. Shenoy, Madan Pant, Statistical methods in business and social sciences,
reprinted 2003 Macmillan India LTD.
WEBSITES
1. https://www.google.com
2. https://Wikipedia.com
3. https://www.mgnrega.com.in
51
APPENDIX
INTERVIEW SCHEDULE
1. Which age category do you belong?
a. Age: 2.-32 b. 36-50 c. 51-65 d.66above
2. Is advertising influence to you?
a. Yes b. No
3. Through which media did first get to hear above MK FABRICS
a. Television b. News paper c. Radio
4. Do you think advertisement is informative?
a. Yes b. No
5. Among the following which factors of advertisements creates impact on you?
a. Trust full words b. Celebrities
52
c. Words with visual d. Back ground music
6. Which type of impact is created by the advertisement of MK FABRICS
a. Positive b. Negative c. Neutral
7. Have you ever used discount coupons printed in magazines/ newspaper
a. Yes b. No
8. What does the picture of a famous personality in the TV advertisement make you
think that?
a. The product is high quality
b. It may be expensive
c. The company is big one
d. The brand is facing intense competition
e. None
9) What is your general impression regarding the advertisement in building a good

brand image
a. Very good b. Good c. Moderated d. No Opinion
10) Do you agree that MK FABRICS Provide all the facilities that shown in the
advertisement?
a. Agree b. Strongly c. Disagree d. Strongly Disagree
11) What are the factors that motivate you to choose MK FABRICS?
a. Quality b. Advertisement c. Priced. d. Infrastucture

facilities e. Others
12) Which media of advertisement is more effective for advertisement?
a. T.V b. News paper c. Magazine d. Posters
53
13) Do you know about Radio MK FABRICS?
a. Yes b. No
14) Does the air condition showroom of MK Fabrics Kollam Persuade you to shop
again?
a. Yes b. No
15. Do you discuss about advertisement with your friends and relatives?
a. Yes b. No
54

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What is the purpose of marketing strategy and advertisement?

What is the purpose of marketing strategy and advertisement?

What are some important factors discussed in the literature review?

What are some important factors discussed in the literature review?

Study on marketing strategy and advertisement of MK Fabrics

Advertisement is an important technique of sales promotion. This term ‘media’ refers

Uraiwan (2004) had worked extensively on the knitwear/hosiery products

Venkatachalam and Palanivelu (2010) did detailed study on marketing strategies

STATEMENT OF THE PROBLEM

The importance of advertisement is gaining significance day by day.

The success of the marketing concept depends upon advertisement.

SIGNIFICANCE OF THE STUDY

The project concerned with “A study on the marketing strategy of advertising

This study is very useful to analyze marketing strategies applied in the

NEED AND SIGNIFICANCE OF STUDY

The importance of advertisement is gaining significance day by day.

OBJECTIVES OF THE STUDY

 An empirical study on the impact of advertisement strategies employed by

METHODOLOGY USED FOR THE STUDY

PERIOD OF THE STUDY

Period of the study covers three months.

LIMITATIONS OF THE STUDY

 Duration of the study is limited to three months

Chapter II Company Profile and Theoretical Background of the study

Chapter III System Analysis

Chapter IV Data Analysis & Interpretation

Chapter V Summary of Findings Suggestions & Conclusions

The sector contributed about 14 percent to industrial production, 4 percent to the

TEXTILE AND CLOTH

The sector contributed about 14 percent to industrial production, 4 percent to

DEMAND AND SUPPLY

increase to 10.69USD billion by market size includes domestic conception and

Branded clothes have a relativity recent phenomenon in India because most

MISSION OF M.K. FABRICS

VISION OF M.K FABRICS

PRODUCTS OF M.K. FABRICS

BRIDAL WOMEN! WEAR COLLECTION

Human Resource Department

I. HUMAN RESOURCE DEPARTMENT

M.K Fabrics have 375 employees, compromising 350 employees working in

H.R. POLICIES IN THE ORGANISATION

TRAINING AND DEVELOPMENT

According to Philip Kotler “Marketing is a social and managerial process by which

M.K. Fabrics marketing includes advertising through various media such as

The company Whole Sales Retailers Consumers

Around 8% of companies profit is utilized for advertisement with consent of

Marketing functions involves

 Distribution of products to distributor

MARKETING DEPARTMENT CHART

Regional Sales Manager

Area sales Manager

OBJECTIVES OF M.K. FABRICS

Create effective campaign to ensure greater brand visibility. Ensure all

 Introducing various promotions tor increasing sales in textile and purchase

 Kindling all showroom advertisement in India

2. Raising capital to support company operations

Several other functions are follows:

1. Preparation of budget, approximation of accounts appropriations of accounts,