SUMMER TRAINING APPRAISAL

Name of the student: Saksham Jain Roll No.12615101721

Program:BBA

You are requested to provide your opinion on the following parameters

OUTSTANDING GOOD SATISFACTORY UNSATISFACTORY

A B C D

[Link] knowledge gathered about the industry and the job he/she was involved in

[Link] skills: Oral / Written / Listening skills

[Link] to work in a team

[Link] to take initiaves

[Link] to develop a healthy long-term relationship with the client

[Link] to relate theoretical learning to practical training

[Link] and ability to innovate with respect to work methods & and procedures
 DECLARATION
I Saksham Jain , hereby declare that the summer training report on “Marketing strategy of KNOTS”
is a work done by me for the partial fulfilment of the B.B.A degree program of Mangement Education
and Research Institute under the guidance of Dr. Eti jain , Mangement education and research
institute,Janakpuri.

I also declare that the project has not formed the basis of reward of any degree or any other similar
title
to any other University

Saksham jain
BBA, 5th semester
12615101721
 ACKNOWLEDGMENT
I wish to express my gratitude to KNOTS INTERNATIONAL for giving me an opportunity To be a part
of their esteemed organization and enhance my knowledge by granting permission to do summer
training project under their guidance.

I am deeply indebted to my guide, Mr. Navodit Jain, manager-sales, KNOTS for his valuable and
enlightened guidance. He provided me with the opportunity to learn in the bank and spared his
valuable time to help me.

A special thanks to my faculty guide,Dr. Eti Jain for being the chief facilitator of this project and
helped me enhance my knowledge in the field of managment

Last but not the least I am highly obliged to my friends and colleagues for their help and support.
The learning during the project was immense and valuable

Regards,
Saksham Jain
BBA
12615101721
 TABLE OF CONTENTS
[Link]. PARTICULARS PAGE NO.

1. JOINING LETTER

2. CERTIFICATE FROM COMPANY

3. SUMMER TRAINING APPRAISAL

4. DECLARATION

5. CERTIFICATE

6. ACKNOWLEDGMENT
7. EXECUTIVE SUMMARY

8. LIST OF GRAPH

9. CHAPTER 1 : INTRODUCTION

10. CHAPTER 2 : LITERATURE REVIEW

11. CHAPTER 3 : RESEARCH METHODOLOGY

12. CHAPTER 4: DATA ANALYSIS AND INTERPRETATION

13. CHAPTER 5: FINDING AND SWOT ANALYSIS

14. CHAPTER 6: CONCLUSIONS

15. BIBLIOGRAPHY

16. APPENDICES
 EXECUTIVE SUMMARY
Knots india is a manufacturing company that specializes in manufacturing
and exporting of hand tufled carpets,rugs,durriesas and hand knotted
kasmir [Link] offers a variety of carpets,including handmade carpets, kids
carpet,hand knotted carpets,outdoor carpets,shaggy carpets and machine
carpets
Addittionaly,the company manufactures and provides window blinds,carpet
tiles,wallpapers and artificial grass.
Knots india was founded by Amit Jain in 1990 in headquartered in
Delhi,India
 CHAPTER 1

INTRODUCTION
 [Link]
Knots has always taken flooring in to bold new direction. The superior talents of our
forefather are forever entwined in their brand,as is their innovative spirit,vision and
passion. Ever since the groups inception in the year 1990, the organization has grown
steadily and steadfastly. Today, it is only known for the quality but also for its work
culture and ethical business standards
“KNOTS”
Is the domestic brand name of the products being manufactured and exported by its
parents organization to all European countries from last more than three decades
Knots entered in the domestic market and is a actively involved in prestigious projects
being undertaken by the leading developers,architects and interior designers of NCR
delhi by sourcing their requirements.
Whilst carpet weaving in India can be traced through medieval literature
back to 500 B.C., it was during ‘Mughal Dynasty’ rule across Northern
India from early 16th century to mid-18th century that an industry of
carpet weaving was finally established.
Rugs of all materials were produced , the most luxurious were hand
knotted in a Persian technique , made of cashmere , silk ,fibres wrapped
gold thread . Early Mughal rugs largely featured Persian designs ,
however a visually pictorial style unique to Mughal courts emerged ,
often depicting wildlife and plants , reflecting the Mughal emporer’s
interest in the natural world.
Today India is considered one of the most innovative countries in the
development and production of handmade rugs. Producing rugs in both
contemporary and traditional designs , in colours that are in line with
decor styles from across the world and knots is one of the finest brand
in the market.
our products are most exciting and appealing in styles to suit any interior
spaces of corporate offices,residential places, hospitals, hotels multi storied
buildings,villas,educational,malls,resorts and many others . Our items for
bulk sourcing are :
1 All sorts of carpets and RUGS with different weaving patters i.e Hand
Tufted, Hand knotted and imported machinemade and shaggy carpets
2 Imported and made in india CARPET TILES and ARTIFICAL GRASS under
grazia and ERBA brads
3 High end as well as medium grade imported wall papers and customized
wallpapers for all interior spaces
4 Most modern bilnds of high and medium range- in Roller, Roman,panel and
wide verticals
PURPOSE OF STUDY
“A DETAILED STUDY OF MARKETING STRATEGIES OF KNOTS”
DURATION OF PROJECT

OBJECTIVES OF STUDY
The objectives identified of organization that have recently engaged in
flexible or agile working:
To identify overall Marketing Strategies of KNOTS
• To study the different marketing strategies of the company.
• To understand the customer satisfaction level from various strategies
adopted.
• To understand the efficiency of marketing strategies involved
• To study about the sales and market strategies of knots
• To identify the strength,weakens,threats and opportunities of the knots
COMPANY PROFILE
TEAM

[Link] Jain and [Link] Jain co founder has been the main force behind the
organization as their high moral human and religious values helped the organization of
assured business and long lasting relationship with all the associates of the organization.
Mr. Amit Jain, Mr. Navodit Jain is responsible for developing business plans with an overall
responibilitiy of managing both sales and cost elements of the company. Exploring new
concepts and products with their team of designers are main priorities

PHILOSOPHY
Furnishing,whether in your home or office should be warmer,brighter,eco-friendly and
aesthetically appealing. That’s why the companys philosophy is to design products that
are sophisticated,innovative and designed to be durable. Our teams of craftsmen weave
every piece with care ,to ensure that your interiors are harmonized and holistic
COMPANY REVIEW
NAME OF THE COMPANY : KNOTS INTERNATIONAL

HEAD OFFICE : DELHI

INDUSTRIAL CATOGERY: MANUFATURER

ADDITIONAL BUSSINESS: TRADER

ADDRESS : VILLAGE KIWANA ,TEHSIL SAMALKHA,HARYANA

MANAGING BODY : NAVODIT JAIN

• CONTACT NO. : 91-180-65200230

• EMAIL : info@[Link]

• WEBSITE : [Link]
PRODUCTS
There is huge variety and range of products offered by KNOTS like:
o Carpet Tiles

Rio collection
Timber
Bergen Nylon
Nylon Carpet Tiles
Oslo Nylon
Tokyo PVC
Thames collection
Grazia Forest
oCarpets and rugs

Modern and contemporary

Shaggy and soft carpets
Traditional Design Carpet

oWall to Wall carpets

Royal
Million count
Soft touch viscose
Santa(surface)
Micro soft touch
Loop pile
Marketing and Sales Department
The marketing department must act as a guide and lead the companys other
department in developing , producing ,fulfilling and servicing products or
services for their customers. The marketing department typically has a bette
understanding of the market and customer needs, but should not act
independently of product development or customer service. Marketing should
be involved, and there should be a meeting of the minds, whenever
discussion are held regarding new products development or any customer
related function of the company.
The marketing department focuses on all product and brand function, and is
generally headed by the director of marketing. Product or brand managers
under the director are usually assigned to a specific brand or category of
products to ultimate user. It consists of advertisement , selling, storing,
transporting, financing and risk taking .
SALES DEPARTMENT

The sales department is responsible for meeting the sales and volume goals as set
forth by the chief marketing officer. The department is usually headed by the
director of sales. The sales department works closely with the marketing
department ,providing vitial insight and feedback on customer needs, issues, and
the competition. Most of their work is external. They are charged to develop
strong sustainable relationships with retailers and key clients and increase sales
orders. Feedback from the sales department is critical and greatly relied upon in
new product development , analyzing pricing and identifying new channels for
distribution ,sales and marketing efforts
 CHAPTER II

REVIEW OF LITERATURE
Manufacturing is a global business that was started during the industrial revolution
in the late 19th century to cater for the large scale production of products. Since
then,the manufacturing business has changed tremendously through the
innovation of technology , process, materials,communication and
[Link] to Chryssolouris et al. (2008), the major challenge of
manufacturing is toproduce more product with less material , less energyand less
labour involvement.
In order to face these challenges ,manufacturing companies must have strategy and
competitive priority in order for them to compete in a dynamic market. According
to Skinner (2007), “a manufacturing strategy is a set of manufacturing policies
designed to maximize performance amaong trade-offs among success criteria to
meet the manufacturing task determined by a corporate strategy”.
It is the responsibility of the top management of the company to ensure that there
is a coherent manufacturing strategy and policies derived from internal and
external source of information to support the whole companys mission (Paiva et
al.,2008)
According to Miltenburg (2008),a competitive strength of a company is based on
the structural and infrastructural readiness. There are for structural areas that are
comprised of capacity , facilities, technology , and sourcing. The infrastructural
areas are workforce, quality , production planning , and organisation . According to
swink et al.(2007), the company must have a specific and strategic goal based on
the individual competitive strength,in order to compete in the marketplace.
Furthermore, According to Balakrishna et al.(2007), the global competitiveness of
economic manufacturing requires high quality products and low price. This is due
to dynamic competition among manufacturers to secure their customers (kost and
Zdanowicz,2005) . As a result , the demand for high quality, low cost and on-time
delivery has increased product variety.
 CHAPTER III

RESEARCH METHODOLOGY
RESEARCH METHODOLOGY OF THE STUDY
Research is one of the most important part of any study and pertains to the
collection of information and knowledge. Marketing research is defined as the
systematic design, collection,analysis, and reporting of data and findings relevant
to a specific marketing situation facing the company. My project has been
developed on has basis of both EXPLORATORY and DESCRIPITIVE research. The
research process depends upon developing the most efficient plan for gathering
the needed information. Designing a research plan calls for decisions on the data
sources, research approaches, research instruments, sampling plan , and contact
methods.
RESEARCH DESIGN
Research design is the arrangement of condition and analysis of the data in a manner
that aims to combined relevance to research purpose with economy in procedure .

The type of research is “Exploratory”

UNIVERSE OF THE STUDY

Universe of the study is limited to company profile.

SOURCE OF DATA:
The study is based on primary data
DATA COLLECTION TOOLS:
Questionnaire containing open ended and closed question along with some
descriptive question size and sampling procedures.

• Sample design
A sampling design is thatin which decision need to be taken about population,
sampling unit, sampling size and sampling procedure.

• Sampling unit
Sampling unit refers to the particular person or that is to be obsereved. A
sampling unit of this study is the officals of organization
Sampling size
• This refers to the number of persons, institutions to be surveyed. Total size of this
study is almost shortlisted 40 respondents
 CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

CHAPTER V

FINDING
SWOT ANALYSIS
 STRENGTHS
• Increasing demand in modern,clean and minimalist designs.
• High quality and standard products
• Large size of market within the country and all over the world
• Established branding and tradition
• Speciality of craftsmanship
• Less number of competition
• Highly educated ,skilled,young,capable and dynamic human resources.
• Well established manufacturing base.
• Healthy financial structure.
 WEAKNESSES
• The prices of product are very high and not affordable for all kind of people
• Problems for designing the product based on deferments in culture and taste of
customers
• Unavailability of ready to use seasoned wood
• Lack of international marketing skills
• High cost production due to high rate of raw material.
OPPORTUNITIES
• Increasing interiors and real estate industry in india
• Very little competition in modern world
• More efficient production method
• Availability of modern technology and equipment.
CHAPTER VI

CONCLUSION
KNOTS is a pioneer in the e-commerce startup platform , serving a wide variety of
customers across the multi-faceted industry. KNOTS is a leader in the servicing and
marketing of speciality in CARPETS. They adhere to strict guidelines in all facets of
research, development, and production. Their leadership is the maintenance mobile
food markets is reflected most positively in our product development. KNOTS
continue to introduce innovative new services to meet the needs of their
customers.
KNOTS delivers above expectation performance at extremely good values to end
users who buy in variety of trade channels. Their products are found under the sink,
in the garage and in toolboxes of loyal fans around the world
Today the company is renowned for its high quality of service. They have very good
demand for their services in spite of huge product tag. Today it is one of the leading
carpet industry giants which believes in loyalty and hard work. Quality is the main
mottoof the company; that is the reason customers prefer this company, and the
company is having the advantage of minimum number of competitors in the
concerned field. Every department is controlled and managed by professional and
experts in the respective fields. The company is more concerned for quality and
customer satisfaction.
REFERENCES/BIBLIGRAPHY
• Magnusson et al (2007)
• Tsakiridou et al (2008)
• Annunziata Azzurra , pascale paolas (2009)
• Dr. S. Mahalingam, P. Nandha kumar (2012)
• Paul and jyotirana (2012)
• Pinki rani (2014)
• [Link]
• Govindasamy et al.(2003)
APPENDIX
 ANNEXURE
1) Which group do you belong (age wise)?

• Less than 25 years

• 25 years – 40 years
• 40 years – 55 years
• Above 55 years

2) What is your occupation?

• Service
• Business
• Student
• Others
3) Do you purchase produts from knots ?

• Yes
• No

4)What do you think about the prices of knots product with other providers ?

• Competitive
• Higher
• Lower
• Cant say
5) Are you satisfied with the replacement procedure of knots?

• Yes
• No

6) What features/attribute while you purchase a product from knots?

• Quick services
• Proper information
• Working