SUBMITTED TO:
MARKETING DEPARTMENT
SUBMITTED BY:
MUHAMMAD KHALIL AZHAR
MANAGEMENT TRAINEE
PROCESSING P-11
THE CRESCENT TEXTILE MILLS LIMITED SARGODHA ROAD, FAISALABAD
ACKNOWLEDGEMENT
I acknowledge all my kind staff members who helped me in preparing this
report. I am very happy that I got a chance to get training in the Marketing
Department of The Crescent Textile Mills Ltd. This was a very good experience
for me to work here and learn many new things. I joined Crestex on 28February, 2005 as Management Trainee. I got batch training for about 40 days
at Crestex in all the SBU’s. I appreciate all the staff of the Human Resources and
Administration Department specially Mr. Akhlaq Ahmad and Mr. Tahir Rasool who
arranged training programme. This was the best Training Programme of my
career. I am thankful to Mr. Tahir Rahseed, Mr. Sohail Maqbool, Mr. Azeem
Ullah, Mr. Israr Hussain, Mr. Zakir Shah Khan and Mr. Abdul Hafeez who gave
me training about different systems and procedures and routine working and
Inshallah they will also help me in future.
No doubt Crestex is one of the largest composite units of Pakistan Textile
Industry and is serving its customers from the last 50 years. Inshallah It will
grow more and more in future.
Contents

Introduction to Export Marketing

Export Marketing at Crestex

Export department and its subsections

Management Hierarchy

Systems and Procedures

Pre- contract Marketing Activities

Post-contract Marketing Activities

Process Flow Charts

Shipment and documentation department

Suggestions
Marketing Department:
Export Marketing:
It includes the Marketing activities across the national boundaries of one country
are called Export Marketing.
The Crescent Textile Mills is a large composite unit in Pakistan and its sales are
spread across the world. To manage all these marketing activities the Export
Marketing Department is divided it into two sections.
1- Export
2- Shipment and Documentation (S&D)
1- Export:
Export Marketing is a department having a vast scope. Main objective is to serve
the international markets with the organizations products either they are greige
fabric, processed fabric or made ups. In short we can say that it is the bridge
between the plant and the customer. In the textile industry all the products are
made according to customer’s specifications and requirements. It has been
divided into three main sections:
1- EAA ( Export Asia and Africa)
2- EUC ( Export USA and Canada)
3- EEC ( Export European Community).
Each section conducts marketing activities and tries to maximize its sales in
different countries. In the year 2004, the Crestex had the export sales of nearly
60 million US Dollars. This was a big achievement for export marketing
department. Not only Export Marketing Department is retaining its old customers
but also searching new customers to increase the plants operations and sales.
Section Incharges:
Mr. Isfandyar Ali Khan is the Vice President Marketing and he heads the Karachi
Office. In Faisalabad, Mr. Tahir Rasheed (AVP Marketing) is the incharge of
Marketing, Mr. Sohail Maqbool, Mr. Javed and Mr. Shahbaz are incharge of all
three sections.
Systems and Procedures:
The Crescent Textile Mills has very well managed systems and procedures for the
departmental work. The marketing activities are divided into two main
categories.
1- Pre-contract marketing activities
activities
2- Post- contract marketing
Pre-contract marketing activities:
Inquiry:
Product inquiries are received through E-mails, Faxes, phone calls or during
meetings with customers. These inquiries end up at concerned
section/territory or region for working manufacturing possibility & cost
analysis etc.
Costing & Approval:
Concerning section staff prepare costing sheet for a price idea. Usually
section I/C approves costing sheet or got it approved from Dept. head/ AVP /
VPM / CEO if needed. Later approved price accordingly is passed to customer
by section I/C or staff.
In case of competitive pricing or in case of specific issue, Dept. head / AVP /
VPM / CEO all or any one consulted for pricing approval.
Post Contract Marketing Activities:
Negotiation:
After offering the prices on the basis of the costing, negotiation is done
between the buyer and the seller. It may be on the prices of different items
and terms and conditions are finalized.
Contract finalization and Issuance:
After price approval section in-charge/staff takes following steps in
accordance a contract;
1: Complete review of all contents (which to be offered) of the required
inquiry.
2: Is requirements are adequately defined, and involvement of production
areas?
3: Have the capability (in house / out side the mills) to meet the order
requirements?
After approval of price and review of customer's requirements, prices are
passed to customer for confirmation. After confirmation sales contract issue
to customer with complete details of construction width / size, price, quantity,
delivery, payment terms etc. export cloth order send to relevant dept. (This
activity is optional)
Purchase order:
Purchase orders are received from customer pertaining different contracts
being booked (some customers prefer not to send PO). If there is any
discrepancy or special instructions regarding to those discussed during price
negotiation, the matter is brought in to the knowledge of customer for
amendment.
Greige demand:
After finalization of contract the greige fabric demand is raised. Incase of
Yarn, Towel this activity will not applicable.(Directly production order will be
raised)
Strike offs approval and sampling:
Usually customers send their designs either as paper sketch or fabric cutting.
Strike offs are prepared for customer approval. In case of Bld, Dyed, Lab dips
are prepared for approval or sent cutting from existing range for approval. If
the design's strike offs approved, customer gives the assortment most of
times. In case the strike offs are not approved new strike offs are prepared
keeping in view the discrepancies pointed out by the customer. In case of
restricted design, owner of design been consulted for approval on royalty
basis. If royalty terms agreed then royalty amount paid to owner after
receiving payment. Strike offs approval activity covers the demand of new
customers, optional for old customers and applicable only for print orders.
Assortment
Once customer is satisfied with the strike offs, samples the order quantity is
assorted with design / color ways per width / size item.
Processing Instructions
Processing instructions are passed (through letters) pertaining the customer
assortment. Incase of Yarn & towel production order sent to relevant area.
Payment Terms:
The mostly used mode of payment are L/C, D.A, D.P,C.A.D, T.T, one of these
however is agreed at the time of booking/price negotiations. Incase of delay
in receipt any (agreed) of these mode of payment, the concerned section I/C
reminds customer for earliest release of funds
Bulk Production:
As per order, the fabric is processed and sent to the folding dept. for packing
and onward dispatch. Incase of M-ups order the finished fabric is hand over
to Home textile section for finished product. If customer has asked to send
production sample before shipment same is followed. Incase of Yarn & Towel
this activity will optional / not applicable.
Communication with the customer:
Continuous communication is done with the customer from time to time to
avoid any mistake. So there is a concept of customized product. Customer is
updated with every step that where the fabric is is at each time. A complete
follow up is made during the bulk production.
Dispatches:
Ready fabric summary along with samples is received at marketing from
folding dept. M-ups report received from Home textile where as yarn & towel
reports are received from spinning dept. Each section verifies quantity of
goods to be dispatched & intimate S&D section for dispatch of goods.
Shipments:
S&D section is responsible to prepare documents & arrangements of
shipment.
Shipment and Documentation Section (S&D):
It is the part of the Crestex Marketing Department and is responsible for all
the documentation and the shipments. Its responsibility starts after the
production is done and ready for dispatch.
Pre- Shipment Documentation:
Start
Receipt
of Despatch
Note
Despatch Of Goods
Preparation Of
Documents
Hand Over
To Clearing
Agent
End
1. DISPATCH NOTE:
2. DISPATCH OF GOODS:
3. PREPARATION OF DOCUMENTS:
COMMERCIAL INVOICES:
PACKING LISTS:
FORM “E”:
B/L SPECIMEN:
PRE-SHIPMENT EXPORT AUTHORIZATION FROM APTMA:
SHIPMENT ADVICE:
RE-EXPORT OF IMPORTED MADE-UPS ACCESSORIES:
4. HAND OVER TO CLEARING AGENT:
DOCUMENTS REQUIRED
1- Commercial Invoices
2- Export Contract
3- Form “E” (Duplicate & Triplicate)
4- NOC
5- Sales Tax Invoice (Excise deptt.)
6- Weight certificate
7- Packing lists
8- B/L specimen
9- Covering Letter
10- Pre-shipment Export Authorization from APTMA
11 Bill Of Entry (Original Triplicate)
06 COPIES
1
“
2
“
1
“
1
“
2
“
6
“
1
“
1
“
1
“
1
“
Post Shipment Documentation process flow chart:
Start
Receipt
of B/L From
Custom Clearing
Agent/Shipping
Lines
Preparation of Bank/Party
Documents
Issuance Of
GSP.EXP.LIC. & C/O
From EPB/CCI
Final Inspection
& Closing
Of Files
Hand Over To
Banking
Finance
Deptt.
End
SHIPPING BILL:
a. RECEIPT OF BILL OF LADING:
2. PREPARATION OF BANK / PARTY DOCUMENTS:
a. COMMERCIAL & COMMISSION INVOICES:
b. QUOTA COUNTRIES DOCUMENTS, CERTIFICATES ETC:
3. ISSUANCE OF S.C.I, EXP. LIC. & C/O FROM EPB:
a. CERTIFICATE OF ORIGIN/EXPORT LICENSE & S.C.I FOR QUOTA PRODUCTS:
4. ISSUANCE OF GSP & C/O ETC. FROM CCI:
a) CERTIFICATE OF ORIGIN/GENERALIZED SYSTEM OF PREFERENCE:
PROCEDURE OF QUOTA / VISA ISSUANCE:
FOR U.K
FOR USA:
ISSUANCE OF GSP & C/O ETC. FROM CCI:
Counter checking of visa documents
Process of visa issuance
UT RELEASE:
b. GSP (Generalized System of Preferences):
c. CERTIFICATE OF ORIGIN (CHAMBER):
d. CANADIAN / NEW ZEALAND CUSTOM INVOICE (CHAMBER):
e. AUSTRALIAN CUSTOM INVOICE:
f. SHIPMENT ADVICE:
g. BILL OF EXCHANGE:
5. FINAL INSPECTION AND CLOSING OF FILES:
6. HAND OVER TO BANKING FINANCE DEPARTMENT:
DOCUMENTS REQUIRED:
1- Commercial invoices
2- Commission invoices
3- B/E
4- B/L as per L/C
5- Packing lists
6- C/O from EPB or Chamber
7- Export Licensee
8- GSP Certificate
9- US custom invoice 5515
10- US custom invoice 5519
11- Canadian/Australia/NZL custom invoice
12- Inspection Certificate
13- Marine Insurance Policy
14- Form “E” (Duplicate & Triplicate)
15- Beneficiary’s Certificate
16- Lab. Test Report
17- Fumigation Certificate
18- Letter of Guarantee, if need
19- Copy of shipment advice
20- Courier or post office receipt, if required in L/C
21- Covering letter
06 Copies
4
1+1
3~3
4~8
1+1
1+1
1+1
1
1
1
1
1
1+1
1+1
1
1
1+1
1
1
1
COPY DOCUMENTS MAILED TO:
1. Agents (Local or Foreign)
2. Karachi Office (In case of Faisalabad Dry Port Shipment)
3. Exp. Dept.
One set of each document is kept in S&D Dept.
Documents movement/position Report is also prepared for in hand knowledge on
daily basis and this report is present to S & D in-charge.
Suggestions:
1- Research Oriented Marketing:
In Crestex, mostly there are old customers and new customers are very few.
New research should be made through the internet or visits should be made
on quarterly or six months basis on the Top level. So there may be better
chances of business growth.
2- Continuous Product Development:
New products should be introduced. For example, we have Air Jet Looms but
we rarely produce higher thread counts above than T-400. We should
produce higher thread counts like T-600 and above. In Made Ups we have
more margins. So we should try to increase the production capacity of made
ups. The product development department’s staff should be increased so they
can speed up the work and Marketing Department can be facilitated by them
as soon as possible.
3- Customer Satisfaction:
All
the
products
should
be
manufactured
according
to
customer’s
specifications. There should be no chance of complaints. If there is any
complaint raised by the customer then it should be noted seriously.
The product sales analysis should be made and decision should be made on
the basis of that analysis whether the sales graph of Bleach fabric or print or
made ups whatever the product is. We should try to increase the sales at
competitive price when a products sales if low.
4- Working Environment:
We should improve the working environment of the Marketing Office by New
Furniture. We should have more shelf racks so we can put the samples in a
good way because we have less space in the marketing department. There
are racks but they are insufficient. The work stations of modern designs
should be set in the department.
5- Computers:
The marketing department should be provided with latest computers because
there are fewer computers in the department than the requirement. So the
staff has to face the difficulties and one person waits for the other to finish
his work and a lot of time is wasted in this way and some inquiries are not
answered at time due to unavailability of the computers.
The End