marketing mgmt project
Post on 05-Apr-2018
224 Views
Preview:
TRANSCRIPT
-
7/31/2019 Marketing Mgmt Project
1/58
-
7/31/2019 Marketing Mgmt Project
2/58
2
2. Commission Agents: In each primary and central market, individuals, firms oreven companies are organized to buy or sell commodities, acting as buying or
selling agents of producers, dealers or manufacturers who convert the
commodities into consumer goods. They may buy or sell on their own account
and at their own risk of loss. In that case they are called commission
merchants or factors. They may receive goods for sale on consignment acting
as consignees of their employers. They are important in agricultural markets.
The consignment method is used by manufacturers who wish to maintain
resale prices of their goods.
3. Dealers: In all primary and central commodity markets, we invariably havemerchant dealers. They are great risk-bearers in the physical or spot markets.
They are the backbone of our markets. These dealers act as principles, buying
and selling commodities on their own account and at their own risk merely for
a chance of profit. By selling to them, all producers can be free from risk of
loss. They also act as warehouse-keepers of the market and to the extent
manufactures are also free from risk of loss to a certain extent.
Sharing Promotional Risks with Dealers
On analyzing the attitudes of dealers, the manufacturer sometimes finds that these
outlets are not enthusiastic, because they are risking so little on the promotional
program. Benefiting from the manufacturer's promotion over a long period, dealers
come to depend upon the manufacturer to perform almost the entire selling task.
They feel that it is the manufacturer's job to bring customers into the store and theirsto ring the cash register and pocket the profits. Other dealers consider it unfair to
show enthusiasm for any one promotional program, since so many manufacturers
products are represented on their shelves.
-
7/31/2019 Marketing Mgmt Project
3/58
3
To combat problems of this sort, manufacturers demonstrate considerable ingenuity in
devising strategies to stimulate dealers to greater sales effort. In one widely used
strategy, the manufacturer attempts to persuade dealers to invest time, effort, and
money in promotional programs. Thus, manufacturers who would provide free point-
of-purchase display materials to retailers who risk their own funds will make good
use of the displays and hence justify their costs. Similarly, manufacturers who
inaugurate dealer cooperative advertising programs in which expenses are shared with
dealers commonly experience renewed dealer interest.
Dealer Training Programs
Not all manufacturers benefit from providing dealer managerial training programs;
payoff from these programs varies with the product. Management training programs
for dealers are most beneficial when the products require considerable personal-
selling effort. Such programs are less beneficial where final buyers buy as a matter of
habit or on impulse. Dealers training programs are important when the products unit
price is high, trade-ins are common, the final buyer's purchase decision is
postponable, the product requires demonstrations, and dealers recommendations play
a major role in making sales.
Stimulating Distributive Outlets to Greater Selling Effort
Dealer apathy is common. Some manufacturers invest millions of dollars in
promotion, but dealers, outwardly at least, are not only unimpressed but unmoved.
Many dealers fail to see why they should tie in with the manufacturer's promotion orprovide extra push for the product. They feel, sometimes rightly, that the
manufacturer wants more assistance from them than it is willing to extend and
frequently these feelings trace to inadequacies in a salespeople's presentations. Under
these circumstances, coordination of promotional efforts is difficult. The first step in
-
7/31/2019 Marketing Mgmt Project
4/58
4
overcoming dealer apathy is to identify the reasons lying behind it. The second step
is to take positive action to increase dealer selling effort.
Incentives to the Distributive Outlet
Dealers are offered special prices on larger than average orders, or a free case of the
product for every so many purchased. These offers persuade dealers to increase the
size of their inventory investments, thus putting them under more pressure to promote
the product. Other ways of accomplishing this result include offering premiums to
dealers who make purchases above a specified minimum size or packing premium
coupons, redeemable for merchandise of the dealers choice, in each shipping case.
Sometimes the manufacturers award the premium only after resale of the product,
thus shifting the emphasis from building up the dealer's inventory to making sales to
the final buyer.
Manufacturers sometimes combine dealer incentives with sales volume quotas set for
individual dealers. If dealers meet or exceed their sales quotas within the sales
campaign period, they receive prize awards - often in the form of trips for dealers and
their spouses to exotic places like Acapulco, Casablanca, or Tahiti. In some
instances, dealers are assigned sales volume quotas on a month-to-month basis and
are awarded prizes monthly. Combining the dealer incentive with a sales volume
quota often motivates dealer management to strive very hard to achieve manufacturer
- set sales volume quotas.
Developing Managerial Efficiency in Distributive Organization
To make its dealers more enthusiastic about its product, the manufacturer should
consider increasing dealer efficiency. The dealers efficiency. The dealer's primary
concern is to make, or better yet, to increase, profits. The manufacturers, who
frequently have access to superior managerial know-how, can search out improved
methods for its dealers. It is not enough for the manufacturer to find better operating
-
7/31/2019 Marketing Mgmt Project
5/58
-
7/31/2019 Marketing Mgmt Project
6/58
-
7/31/2019 Marketing Mgmt Project
7/58
7
INTRODUCTION TO WOOD
Mans dependence on wood as a versatile raw material dates back to the earliest days
of civilization. For centuries, wood has provided him shelter, fuel, tools and
weapons.
The phenomenal advances made by man in the field of science and technology have
only increased his dependence on wood not only in its raw form, but also in variety
of reconstituted forms like plywood, blockboard, particleboard, fibreboard paper, and
other pulp products.
Reconstituted Panel Products
Plywood, blockboard, particleboard and MDF are all reconstituted wood based panel
products used extensively in the building construction and furniture industries. In all
these products various grades are manufactured to meet a wide range of requirements
related to performance and cost.
Terms like "Exterior Grade" " Interior Grade", " BWP Grade" etc. are widely to
specify the superior features of these products.
Durability of Reconstituted Panel Products
During the manufacture of plywood, blockboard, particleboard and MDF, wood is
first converted into certain basic elements like veneers, battens, particles and fibres
respectively.
These loose elements are then bonded using suitable adhesives, after they are re-
oriented to provide dimensional stability to the end products.
-
7/31/2019 Marketing Mgmt Project
8/58
8
Agents of Destruction
The adverse factors in the environment which can cause disintegration and destruction
of these products are:
Cyclic changes in atmospheric humidity and temperature. Continuous or cyclic exposure to water or high moisture conditions. Infestation by wood destroying organisms like fungi, wood boring beetles and
termites.
The long term performance of all wood panel products, therefore, depends on how
well they are protected against the above agents of destruction, which in turn depends
on various.
Good Adhesives Make Good Panels
The type of adhesive used for bonding a product determines the resistance of the bond
to boiling water, high moisture conditions, and cyclic changes in weather.
The synthetic resin adhesives commonly used in the manufacture of wood panel
products are:
Urea Formaldehyde (UF) Melamine Urea Formaldehyde (MF) Phenol Formaldehyde (PF)
Evaluating Weather ResistanceIn terms of resistance to cold and boiling water, which is a convenient yardstick to
evaluate the weather resistance of board products, these resin adhesives can be
graded, in the order of decreasing durability, as follows:
1. BWP Type (Boiling Water Proof)
-
7/31/2019 Marketing Mgmt Project
9/58
9
Adhesives of this type make the strongest and most durable bonds. In plywood,
which is taken as a standard panel material, the bonding can withstand a rigorous 72
hour boiling test.
Only Phenol Formaldehyde synthetic resin falls under this type.
2. BWR Type (Boiling Water Resistant)
The bonding obtained from BWR type adhesives can withstand only a limited 8 hour
boiling test.
Extended Phenol Formaldehyde and amino plastic resins like Melamine Urea-
Formaldehyde can be used to obtain BWR type bonds.
3. WWR Type (Warm Water Resistant)
Adhesives of this type make bonds which can withstand a 3 hour soaking test in water
at 70 deg. Centigrade.
Urea Formaldehyde, fortified with Melamine is used to obtain WWR type bonding in
plywood.
4. CWR Type (Cold Water Resistant)
Adhesives of this type make bonds which can withstand only a 24 hour cold water
soaking test.
Urea Formaldehyde, which is the most extensively used resin primarily due to its low
cost and short pressing cycles, is used to produce CWR type plywood.
Plywood bonded with UF resin does not possess any resistance to continuous or
cyclic exposure to high humidity and heat.
-
7/31/2019 Marketing Mgmt Project
10/58
10
CONSTRUCTION OF PANEL PRODUCTS AND ITS EFFECT ON THE
DURABILITY OF THE PANEL
The question that emerges now is: Do we get a 72 hour boiling water resistant bond
in all types of products simply by using BWP type phenol formaldehyde resin". The
answer is "NO". The boiling water resistance of a panel product depends not only on
the type of adhesive used but also on its construction.
Based on construction panel products can be grouped into three categories:
1. Plywood
Plywood has a laminated construction in which the constituent parts are in the form of
broad layers or 'plies'. The bonding obtained from a given type of resin is the
strongest in plywood, as the area of contact between the adhering layers is very large.
When bonded with BWP type phenol formaldehyde resin, plywood withstands 72
hours boiling.
On account of its rigid construction, plywood is taken as the standard panel to test
adhesives for classification into grades like BWP, BWR etc.
2. Particle Board and MDF
Particle board and MDF have an agglomerated construction in which the constituent
parts are in the form of very small particles. The area of contact between the particles
being very small, the bonding obtained is relatively weak.
Even when bonded with BWP type phenol formaldehyde, these products canwithstand only up to 2 hours boiling. When subjected to boiling tests or even cold
water soaking tests, the bonding in these products is considerably weakened due to
excessive swelling and spring-back.
-
7/31/2019 Marketing Mgmt Project
11/58
11
3. Block board
Block board has a construction which is a combination of agglomeration and
lamination. When bonded with BWP type phenol formaldehyde resin, it passes a 4
hour boiling test.
Hence, the only truly boiling water proof panel product that can withstand a 72 hour
boiling test is a plywood bonded with BWP type phenol formaldehyde resin as
specified in IS : 710 : 1976, which is the IS specification for marine plywood.
SUMMARY
Reconstituted wood panel products are essentially articles of wood. Hence, they need
to be protected against infestation by wood destroying organisms. Most commonly
used commercial timbers are non-durable.
With the increasing use of wood in its natural and reconstituted forms like plywood,
block board, particleboard and MDF, it is necessary to know the different organisms,
which attack and cause destruction to wood and wood-based products in service.
Wood Destroying Organisms
Wood Destroying organisms can be broadly classified into two groups : Micro
organisms called fungi and wood boring insects, consisting of beetles and
termites.
-
7/31/2019 Marketing Mgmt Project
12/58
12
Wood Staining Fungi
Fungi of this type thrive in the sapportion of wet Fungi wood and produce harmless
discoloration. They do not attack the cellular substance of wood and hence no
structural damage is caused to the affected wood.
Wood Rotting Fungi
Fungi of this type attack wet wood causing a Fungi state of decomposition called rot
or decay. They decompose the wood tissues and destroy the fibrous structure
Wood Boring Beetles
There are several varieties of wood boring beetles; but those which
attack articles of wood in India belong to the family Lyctus borers
which cause the well known Powder Discharge. These are very small insects.
They attack only the sapwood portion in any article as they draw their nourishment
from the stored food in the sapwood.
Termites
Termites usually attack articles, which are fixed to the building
elements like wall paneling, ceilings, wall units etc. They usually settle down around
neglected areas inside the buildings. The infestation and destruction caused by
termites is usually massive. They attack wood from below the surface leaving a
sound, deceptive outer skin.
-
7/31/2019 Marketing Mgmt Project
13/58
13
Preservation of Timber
In order to make any article of wood durable it has to be protected against all the
above organisms. In the past a large quantity of timber was used in the construction of
buildings and various exposed structural applications like railway sleepers,
transmission poles etc.
On account of the shortage of naturally durable timbers like teak, it was necessary to
evolve materials and methods to protect wooden structures from wood destroying
organisms.
Preservative Treatment of Plywood
The materials and methods used for the preservative treatment of plywood is
essentially the same as those employed for treating natural wood.
But plywood also lends itself to different treatment methods at various stages of
manufacture as follows:
By soaking, diffusion or impregnation of the individual veneers before gluing,
with water borne chemicals.
By adding preservative chemicals in the glue used for bonding.
By impregnating the consolidated plywood with water borne chemicals by
vacuum pressure process or other methods.
Vacuum Pressure Process
A pressure impregnation plant consists of a pressure cylinder provided with a seal
door, a vacuum pump, a pump for pumping preservative solution into the pressure
vessel and measuring instruments. The plywood to be treated is stacked vertically
-
7/31/2019 Marketing Mgmt Project
14/58
14
inside the cylinder. After closing the seal door tightly, the air inside is evacuated
using a vacuum pump. The cylinder is then filled with the preservative solution and a
steady pressure is applied for a certain period. Thereafter the preservative solution is
drained off, and the plywood is dried.
Glue Line Treatment
Plywood which is not water proof cannot be subjected to vacuum pressure
impregnation with waterborne chemicals. In the case of commercial plywood and
other varieties of plywood which do not possess a water-proof bonding system, glue
line treatment is generally advised as a precaution against borer attack. On account of
the ease of use and the economy, a number of plywood manufacturers are now using
Chlorpyrifos as a preservative in the glue line even for water -proof plywood.
Experiments carried out by IPIRTI have confirmed the efficiency of glue line
treatment with a chemical called Chlopyrifos at a concentration of 1%, against borer
attack. The efficacy of the same treatment against attack by termites or wood rotting
fungi was not investigated and reported by IPIRTI in their report.
The method of treatment stipulated by IS 710:1976, which is the IS Specification for
Marine Plywood is vacuum pressure impregnation with fixed type chemicals
.
Plywood
Plywood is a sheet material made up of layers of wood called veneers, consolidated
under heat and pressure using a synthetic resin as the adhesive, with the grains of
adjacent layers running at right angles to each other.On account of its cross-laminated construction, plywood has the following superior
features:
High strength and stiffness in the longitudinal and transverse directions.
Excellent resistance to splitting, cracking and shearing.
Excellent dimensional stability.
-
7/31/2019 Marketing Mgmt Project
15/58
15
High bonding strength between the constituent layers; much more than the
natural bonding between wood fibers.
Flexibilitycan be molded into various forms and shapes.
Availability in large sizes without defects like knots, cracks,
splits, etc.
Being a strong and rigid panel material, plywood is suitable for a wide range of
structural applications in building construction, ship building, bus body building,
railway coach construction, etc. On account of its close similarity to wood, and other
conveniences for manual working, it is also used extensively in furniture and in
building interior systems.
Block board is a thicker sheet material made up of a solid batten core consisting of
narrow battens of wood laid side by side and further covered with veneers on both
sides as in plywood. The battens are cut usually from timber unsuitable for veneer
production.
Block board is essentially a furniture panel. In a modified form, it is also used as a
door shutter when it is called a Flush door.
ADVANTAGES & DISADVANTAGES OF PLYWOOD
Furniture made from plywood is more durable than furniture made from block board,
particle board or MDF.
The construction of a panel product is as important as the resin used for bonding.
Plywood has a rigid laminated construction. When bonded
with BWP type Phenol Formaldehyde resin, plywood is :
18 times more durable than blockboard bonded with the same
adhesive.
36 times more durable than particle board and MDF, bonded with
the same adhesive.
-
7/31/2019 Marketing Mgmt Project
16/58
16
The same BWP type PF adhesive does not impart the same boiling water resistance to
different wood panel products.
Based on the IS Specifications, hours of boiling water resistance for plywood, block
board, particle board and MDF, all bonded with
BWP type PF resin are as follows;
Plywood Block board Particle Board Mdf
72 Hours 4 Hours 2 Hours 2 Hours
All Marine Plywoods are not equally durable.
About 20% Marine Plywoods in the market are fake(Commercial plywood coloured dark green)
About 75% Marine Plywoods have only 8 hoursboiling water resistance because they are bonded with BWR type resins (IS
303 : 1989)
Only about 5% Marine Plywoods have 72 hours boiling water resistance.
Several so-called Termite Resistant plywoods are easily attacked by borers
Termites are insects which operate from underground colonies. By proper and regular
pest control measures buildings get some degree of protection from termite
infestation. Hence, untreated plywood might appear Termite Resistant by sheer
chance.Borers inhabit untreated plywood & cannot be isolated by environmental treatments.
Only plywood impregnated with preservative chemicals can keep borers away.
-
7/31/2019 Marketing Mgmt Project
17/58
-
7/31/2019 Marketing Mgmt Project
18/58
-
7/31/2019 Marketing Mgmt Project
19/58
19
Brand
A name term, sign, symbol or design or a combination of them intended to identify
the product of one seller or group of sellers and to differentiate them from those of
competition.
Sales Potential
A sales potential is an estimate of maximum possible sales opportunities present in
a particular market segment open to a specified company selling a good or service
during a future period.
Demand
Demands are wants for specific products that are backed up by ability and
willingness to buy them.
Market Demand
Market demand for a product or service is the total volume that would be bought
by a defined consumer group in a defined geographic area in a defined time period
in a defined marketing environment under a defined level and mix of industry
marketing effort.
Brand Image:-
The consumer develops a set of beliefs about where each brand stands on each
attribute. These set of beliefs about a brand makeup the brand image.
Marketing Mix:-
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. Marketing mix consists of the four Ps
product, price, promotion and physical distribution.Attitude:-
The word attitude describes a persistent tendency to feel and behave in a particular
way towards some objective or attitudes are evaluative statements either favorable
or unfavorable concerning objects, people or events. They reflect how one feels
about something.
-
7/31/2019 Marketing Mgmt Project
20/58
20
Perception:-
It includes all those processes by which an individual receives information about
his environment seeing, hearing, feeling, tasting, and
smelling. The study at this perceptional processes shows that their functioning is
affected by these classes of variables the objects or events being perceived the
environment in which perception occurs and the individual doing the perceiving.
Sales Support:-
Sales support is a part of sales promotion. Sales support includes the
advertisement, demonstration, free gifts that enhance the role of a particular
product.
Awareness:-
Awareness means that how many people know about the product and the various
attributes of the product.
SOURCES OF DATA
For the present study both primary and secondary data was used.
Primary data was collected from dealers through survey method with astructured questionnaire. The questionnaire comprised of both open and
closed ended questions.
Secondary data was collected from various books, web sites, companyjournals etc.
SCOPE OF THE STUDY
The survey was conducted in Bangalore City only collecting informations from
dealers of Plywood & Block boards. The dealers were from selected places in
-
7/31/2019 Marketing Mgmt Project
21/58
-
7/31/2019 Marketing Mgmt Project
22/58
22
Company Profile
Century Plyboard (I) Ltd., makers of the well-known Century brand of Plywood
and decorative veneers, was set up in 1986 in Kolkata. The largest seller of
plywood and decorative veneers in the Indian organized plywood market, Century
today is the leading brand and in its short duration of existence has created a
special niche for itself in the industry.. Century today manufacture the entire range
of commercial, marine, concrete, shuttering and decorative plywood.
Its contribution
Century has successfully launched the Pre Lam Particle Board after its success
story with the launch of Mica. The unit was set up with an investment of 35
crores and it will produce 30,000 particle boards per month. The Laminates plant
is set with an expense of 26 crores and has an installed capacity of production of
2,00,000 sheets per month. Century Mica is the decorative laminate that gives its
consumer that extra bit more than any other laminate available in the market. The
only laminate, that gives a seven-year guarantee, against any manufacturing defect
to the consumer. The unique quality of this product is that it is more resistant to
abrasion, scratches, stains, heat, burns etc. It is the result of a unique technology
used and perfected through R&D. This unique technology makes Century Mica
Maxpower [1.5 mm] and Century Colourmax [1.0 mm] extra resistant and even
stronger than others available in the market. Since the last few years Century has
been maintaining an annual growth of approximately 25-30 percent, contributing
nearly 10 percent of the total excise duty collection in the country from the
plywood industry.
-
7/31/2019 Marketing Mgmt Project
23/58
23
Quality Policy
To manufacture plywood and allied products using appropriate quality of raw
materials following Indian standards with modern sophisticated techniques,
equipment, applying latest Quality Assurance Methods and through competent
employees, with the ultimate aim of total satisfaction to the valued
customers."Century became the first ISO 9002 company in India for Veneer and
Plywood. The company has a centralized quality control team consisting of 5
people who are specially trained and hold diplomas from the Plywood Research
Institute, Bangalore. The company regularly sends them to this Institute for the
refresher courses. Statistical quality control (SQC) measures are also undertaken at
various stages of the production process to ensure the quality of the product
Milestones achieved
In 1998 Century introduced 100 percent termite and borer proof plywood with 7
years comprehensive warranty. The borer proof decorative plywood introduced by
Century has become the minimum benchmark in the industry. In collaboration
with IPIRTI, Century undertook an R&D project of making 100-perecnt boiling
waterproof decorative plywood. It was the first company to have successfully done
this.
Its distribution reach: The company has a very strong dealers network across the
country. A strong sales force is currently servicing its distribution channel.Its processing units... Century Plyboards ISO 9002 plant is located at Bishnupur
near Joka, Kolkata. The 10-acre production complex annually rolls out high-grade
ply, mainly from imported timber and logs. The current capacity of the plant
stands at 22,000 sq. meters per day of Plywood. The production facilities include a
range of state-of-the-art equipment for cutting, shaving, splicing, polishing and
-
7/31/2019 Marketing Mgmt Project
24/58
24
chemical treatment as well as for research and development. The Laminates,
Decorative Veneer, Commercial, Marine, Concrete Shuttering and Decorative
Plywood are all produced at the same plant.
Product Range Centurys product range includes almost all the varieties of
plywood such as Commercial plywood, Boiling Waterproof plywood, Decorative
plywood, Shuttering plywood, Block Board, Filmface plywood etc. Century Pre
Lam Century Mica [Laminates] Architect Plywood Fantasy Plywood
Firesafe Fire Retardant Plywood Flexoply Flexible Plywood BWR Grade PF
Plywood & Blockboard MR Grade PF Plywood & Blockboard Decorative
Wood Veneer BWP Flush Doors Marine Plywood Shuttering & Film
Coated Plywood Chequered Plywood Burma Teak Ply & Board Century
Adhesive
People behind the Company Mr Sajjan Bhajanka is the Managing Director of
Century. He is involved in products and strategic planning. Mr Sanjay Agarwal -
Deputy Managing Director heads the marketing and sales of the company and is
also part of the strategic planning unit.
Product RangeCentury's product range includes almost all the varieties of plywood, such as commercial
plywood, boiling water-proof plywood, decorative plywood, shuttering plywood, block
board, filmface plywood etc.
After two years of rigorous R&D in the year 1998, Century introduced 100 percent
termite and borer proof plywood with 7 years comprehensive warranty and launched the
new product in the market with wide publicity and thereafter within a few months it
became the top selling brand of plywood in the country. As on date the borer proof
decorative plywood introduced by Century has become the minimum bench mark in the
plywood industry. Thereafter with the help of IPIRTI, Century undertook another R&D
project that is of making 100 per cent boiling water-proof decorative plywood. So far
decorative plywood was available without boiling water proof due to various constraints
in manufacturing the same. Century successfully concluded its R&D and made a new
-
7/31/2019 Marketing Mgmt Project
25/58
25
mark with another innovative product i.e. 100 per cent boiling waterproof decorative
plywood - almost at the same price being charged by its competitors for general products.
Since the last few years, Century is maintaining an annual growth of approximately 40
percent and has already reached No.1 status in the Indian Plywood Market and selling
more than everybody and at least 30 per cent more than its immediate rivals
People behind the Company:
The Company is headed by Mr. Sajjan Bhajanka as Managing Director and Mr. Sanjay
Agarwal as Deputy Managing Director. Whereas Mr. Bhajanka is a well-known name in
plywood and is involved with its products and strategic planning, Mr Sanjay Agarwal,
who is also a part of strategic planning, heads the aggressive marketing and sales of the
company's products.
The Company finds the plywood industry is slowly, but surely waking up to the needs of
the demanding and knowledgeable customer and it is upgrading its products so as to last
longer and it is good to see Century taking the lead in the change.
Market Share:
It is roughly presumed that the total size of Indian Plywood Market is around Rs.5000
crores in value terms and around 60 crores sq. meters of plywood on 4mm basis in
quantity terms. The market is divided between two categories i.e. (1) branded products
and (2) non-branded products. Until 1970 the share of branded products was 90% in
comparison to 10% of non-branded products but now the situation has been almost
reversed and the branded products have only 10 per cent market share. Generally branded
products are being manufactured by the plywood factories in the medium scale, who are
paying all the taxes and excise duty, whereas non-branded products are mostly being
manufactured by SSI units, most of whom are availing excise and sales tax exemptions.
These SSI units generally are not fully integrated ones. They buy semi-processed raw
-
7/31/2019 Marketing Mgmt Project
26/58
26
material and do the pressing and finishing jobs in their factories. Thus excise duty
collection is largely from the branded products. The total duty collection from plywood
industry is estimated to be Rs.70 crores, out of which Century's contribution is likely to
be more than Rs.7 crores i.e. around 10 percent of the total excise collection in the
country from the plywood industry. When the excise contribution of Century is compared
with other branded plywood manufacturers, Century is the highest excise contributor and
the next contributor is 30 to 40 percent below it, followed by further lower contributors.
In the western and southern markets, Century is the No. 1 selling brand, whereas in other
markets it is among the top three. The company has achieved a considerable growth in
turnover by 36 per cent in the year 1997-98, 48 per cent in 1998-99 and 52 percent in
1999-2000. It has achieved a turnover of Rs.116 crores during 2000-01 resulting in a
growth of 20 percent.
-
7/31/2019 Marketing Mgmt Project
27/58
27
ANALYSIS & INTERPRETATION
TABLE-1
SHOWING SINCE HOW LONG THE DEALERS ARE INTO PLYWOOD &
BLOCKBOARDS BUSINESS
Duration No. of Dealers Percentage
Less than 1 Year 0 0
1 to 2 Years 5 10
3 to 5 Years 12 24
5 to 10 Years 27 54
More than 10 Years 6 12
Total 50 100%
Analysis:-
From the above table it can be analyzed that majority of the dealers i.e. 54% of them
are into plywood and block boards business from 5 to 10 years, 24% of them are from
3 to 5 years, 12% of the dealers are into this business from more than 10 years and
10% of the dealers are in this business from 1 to 2 years.
Inference:-
From the above table and analysis it can be inferred that majority of the dealers are in
the business from 5 to 10 years.
-
7/31/2019 Marketing Mgmt Project
28/58
28
GRAPH1
GRAPH SHOWING SINCE HOW LONG THE DEALERS ARE INTO
PLYWOOD & BLOCK BOARDS BUSINESS
0
10
20
30
40
50
60
Less than 1 Year 1 to 2 Years 3 to 5 Years 5 to 10 Years
0
10
24
54
12
-
7/31/2019 Marketing Mgmt Project
29/58
29
TABLE2
TABLE SHOWING WHETHER THE DEALERS ARE AWARE OF CENTURY
PLYBOARD (I) LTD
Aware No. of Dealers Percentage
Yes 49 98
No 1 2
Total 50 100%
Analysis:-
The above table clearly shows that a large majority i.e. 98% of the dealers are aware
of Century Plyboard (I) Ltd., while only 2% of the dealers are not aware of the
company.
Inference:-
From the above table and analysis it can be inferred that majority of the dealers are
aware of Century Plyboard (I) Ltd.,
-
7/31/2019 Marketing Mgmt Project
30/58
-
7/31/2019 Marketing Mgmt Project
31/58
31
TABLE4
TABLE SHOWING WHETHER THE DEALERS ARE STOCKING CENTURY
BRAND OF PLYWOOD AND BLOCK BOARDS
Response No. of Dealers Percentage
Yes 45 90
No 5 10
Total 50 100%
Analysis:-
The above table shows that a majority i.e. 90% of the dealers are stocking Century
brand of plywood and block boards in their shops and 10% of the dealers are not
stocking Century brand of plywood and block boards in their shop.
Inference:-
From the above table and analysis it can be concluded that a majority of the dealers
are stocking Century brand of plywood and block boards in their shop.
-
7/31/2019 Marketing Mgmt Project
32/58
32
GRAPH4
GRAPH SHOWING WHETHER THE DEALERS ARE STOCKING CENTURY
BRAND OF PLYWOOD & BLOCK BOARDS IN THEIR SHOPS
Yes90%
No10%
-
7/31/2019 Marketing Mgmt Project
33/58
33
TABLE5
TABLE SHOWING THE MAJOR BRANDS OF PLYWOOD &
BLOCKBOARDS THE DEALERS ARE STOCKING IN THEIR SHOP
Brands No. of Dealers Percentage
Century Ply 19 38
Green Ply 6 12
Kit Ply 9 18
Sharada Ply 4 8
Anchor Ply 9 18
Honsur Ply 2 4
Others 1 2
Total 50 100%
Analysis:-
The above table shows that most of the dealers i.e. 38% of them are stocking Century
Ply brand of plywood and block boards, 18% each of the dealers are stocking Kit Ply
and Anchor Ply brand of plywood and block boards respectively, 12% dealers stocked
Green Ply, 8% of the dealers stocked Sharada Ply, 4% stocked Honsur Ply and the
remaining 2% of the dealers stocked other brands of plywood and block boards in
their shop.
-
7/31/2019 Marketing Mgmt Project
34/58
34
Inference:-
From the above table and analysis it can be inferred that most of the dealers stocked
Century Ply brand of plywood and blockboards in their shop followed by Kit Ply and
Anchor Ply.
GRAPH5
GRAPH SHOWING THE MAJOR BRANDS OF PLYWOOD & BLOCK
BOARDS THE DEALERS ARE STOCKING IN THEIR SHOP
0
5
10
15
20
25
30
35
40
Century Ply Green Ply Kit Ply Sharada Ply Anchor Ply Honsur Ply Others
38
12
18
8
18
4
2
-
7/31/2019 Marketing Mgmt Project
35/58
35
TABLE6
TABLE SHOWING THE HIGHEST SELLING BRAND OF PLYWOOD &
BLOCK BOARDS WHICH THE DEALERS STOCK IN THEIR SHOP
Brands No. of Dealers Percentage
Century Ply 17 34
Green Ply 7 14
Kit Ply 10 20
Sharada Ply 3 6
Anchor Ply 10 20
Honsur Ply 2 4
Others 1 2
Total 50 100%
Analysis:-
From the above table it can be analyzed that according to most of the dealers i.e. 34%
of the revealed that Century Ply is the most highest selling brand of plywood & block
boards which they store, 20% each of the dealers revealed that Kit Ply & Anchor Ply
are the most highest selling brands in the market respectively, 14% said it is Green
Ply, 6% revealed that Sharada Ply is the highest selling brand, 4% said Honsur Ply
and the remaining 2% of the respondents revealed other brands.
-
7/31/2019 Marketing Mgmt Project
36/58
-
7/31/2019 Marketing Mgmt Project
37/58
37
TABLE7
TABLE SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE
MARKET
Reasons No. of Dealers Percentage
Quality 10 20
Price 11 22
Brand Name 3 6
Availability 5 10
Service 20 40
Others 1 2
Total 50 100%
Analysis:-
The above table shows that according to most of the dealers i.e. 40% of them revealed
that the service of the company is the reason why brand sells more in the market, 22%
indicated that the price of the brand is the reason why it sells more, 20% said the
quality of the brand makes it sell more in the market, 10% indicated that the
availability of the brand makes it sell more in the market, 6% said the reason of brand
name and the remaining 2% of the respondents showed other reasons.
-
7/31/2019 Marketing Mgmt Project
38/58
38
Inference:-
From the above table and analysis it can be inferred that according to most of the
dealers the service of the company is the reason why the brand sells more in the
market. However it can be also considered that price and quality also matters a lot for
which the brand sells more in the market.
GRAPH7
GRAPH SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE
MARKET
0
5
10
15
20
25
30
35
40
Century Ply Quality Price Brand Name Availability Service Others
34
20
22
6
10
40
2
-
7/31/2019 Marketing Mgmt Project
39/58
39
TABLE8
TABLE SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING
STOCK OF PLYWOOD & BLOCKBOARDS.
Problems No. of Dealers Percentage
Borer Attack 5 10
Warping 12 24
De-lamination 16 32
Termites 10 20
Others 7 14
Total 50 100%
Analysis:-
The above table depicts that according to most of the dealers i.e. 32% of them faced
the problem of de-lamination in keeping stock of plywood and block boards, 24% of
the dealers faced by the problem of warping, 20% faced the problem of termites, 10%
of the dealers faced the problem of borer-attack and the remaining 14% of the dealers
faced other problems in keeping stock of plywood and block boards.
Inference:-
From the above table and analysis it can be concluded that most of the dealers faced
the problem of de-lamination in keeping stock of plywood and block boards.
-
7/31/2019 Marketing Mgmt Project
40/58
40
GRAPH8
GRAPH SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING
STOCK OF PLYWOOD & BLOCKBOARDS.
0
5
10
15
20
25
30
35
Borer Attack Warping De-lamination Termites Others
10
24
32
20
14
-
7/31/2019 Marketing Mgmt Project
41/58
41
TABLE9
TABLE SHOWING HOW THE DEALERS CAME TO KNOW ABOUT
CENTURY PLY BRAND OF PLYWOOD & BLOCK BOARDS.
Sources No. of Dealers Percentage
Advertisements 3 6
Company Sales Person 26 52
Hoardings 1 2
Architects 12 24
Others 8 16
Total 50 100%
Analysis:-
From the above table it can be analyzed more than half of the dealers i.e. 52% of them
were aware of Century ply brand of plywood and block boards through company sales
persons, 24% of the dealers revealed that they came to know about Century ply brand
of plywood & block boards through the architects, 6% of the dealers were aware
through advertisements, 2% of them came to know from the hoardings and 16% of
them were aware through various other sources.
Inference:-
From the above table and analysis it can be concluded that most of the dealers were
aware of Century ply brand of plywood and block boards through the company sales
persons.
-
7/31/2019 Marketing Mgmt Project
42/58
42
GRAPH9
GRAPH SHOWING HOW THE DEALERS CAME TO KNOW ABOUT
CENTURY PLY BRAND OF PLYWOOD & BLOCKBOARDS.
0
10
20
30
40
50
60
Advertisements Company SalesPerson
Hoardings Architects Others
6
52
2
24
16
-
7/31/2019 Marketing Mgmt Project
43/58
43
TABLE10
TABLE SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE
OF SALES
Response No. of Dealers Percentage
Yes 30 60
No 20 40
Total 50 100%
Analysis:-
The above table shows that according to majority of the dealers i.e. 60% of them
opined that advertising help increase in sales, while 40% of the dealers indicated that
advertising doesnt help increase in sales.
Inference:-
From the above table and analysis it can be inferred that advertising helps in
increasing the sales of plywood and block boards.
-
7/31/2019 Marketing Mgmt Project
44/58
44
GRAPH10
GRAPH SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE
OF SALES
Yes
60%
No
40%
-
7/31/2019 Marketing Mgmt Project
45/58
45
TABLE12
TABLE SHOWING WHETHER THE DEALERS LIKE TO BECOME A
STOCKIEST FOR CENTURY PLY BRAND OF PRODUCTS IF GIVEN A
OPTION.
Response No. of Dealers Percentage
Yes 43 86
No 7 14
Total 50 100%
Analysis:-
The above table shows that a large majority of the dealers i.e. 90 of them are ready to
become a stockiest for the century ply brand of products, while only 10 of the dealers
were not interested in becoming a stockiest for the Century ply brand of products.
Inference:-
From the table and analysis it can be inferred that majority of the dealers are
interested in becoming a stockiest for the Anchor based products.
-
7/31/2019 Marketing Mgmt Project
46/58
46
GRAPH12
GRAPH SHOWING WHETHER THE DEALERS LIKE TO BECOME A
STOCKIEST FOR CENTURY PLY BRAND OF PRODUCTS IF GIVEN AN
OPTION.
Yes
90%
No10%
-
7/31/2019 Marketing Mgmt Project
47/58
47
TABLE13
TABLE SHOWING THE RATING OF THE AFTER SALES SERVICE OF THE
CENTURY PLYBOARD LTD
Rating No. of Dealers Percentage
Excellent 3 6
Very Good 21 42
Good 20 40
Average 6 12
Poor 0 0
Total 49 100%
Analysis:-
From the above table it can be analyzed that according to 42% of the dealers the after
sales service of the CENTURY PLYBOARD LTD is very good, closely 40% of the
dealers had a good review, 12% rated it as average and the remaining 6% of the
dealers had an excellent review.
Inference:-
From the table and analysis it can be inferred that the after sales service of Century
Plyboard Ltd is very good and good.
-
7/31/2019 Marketing Mgmt Project
48/58
48
GRAPH13
GRAPH SHOWING THE RATING OF THE AFTER SALES SERVICE OF
CENTURY PLYBOARD LIMITED.
0
5
10
15
20
25
30
35
40
45
Excellent Very Good Good Average Poor
6
42
40
12
0
-
7/31/2019 Marketing Mgmt Project
49/58
49
TABLE14
TABLE SHOWING RATING OF CENTURY PLY BRAND OF PRODUCTS
AGAINST ITS COMPETITORS
Factors Excellent Very Good Good Average Poor
Quality 16% 24% 26% 30% 4%
Price 4% 9% 25% 50% 12%
Brand Name 25% 30% 30% 15% 0%
Availability 10% 12% 35% 38% 5%
Service 20% 45% 25% 8% 2%
Analysis:-
The above table shows that:
In the quality aspect of century ply brand of products most of the dealers i.e.30% of them rated it as average as against its competitors, 26% rated it as
good, 24% of them rated it as very good, 16% of them had a excellent review
and 4% rated it as poor.
In the price factor of century ply brand of products most of the dealers i.e.50% of them rated it as average as against its competitors, 25% rated it as
good, 9% of them rated it as very good, 4% of them had an excellent review
and 12% rated it as poor.
In the brand name aspect of century ply brand of products most of the dealersi.e. 30% each of them rated it as very good and good, 25% of the dealers rated
it as excellent and 15% of them had an average review.
In the availability factor of century ply brand of products most of the dealersi.e. 38% of them rated it as average as against its competitors, 35% rated it as
-
7/31/2019 Marketing Mgmt Project
50/58
50
good, 12% of them rated it as very good, 10% of them had an excellent review
and 5% rated it as poor.
In the service factor of century ply brand of products most of the dealers i.e.45% of them rated it as very good, 25% rated it as good, 20% of them rated it
as excellent, 8% of them had an average review and 2% rated it as poor.
GRAPH14
GRAPH SHOWING RATING OF CENTURY PLY BRAND OF PRODUCTS
AGAINST ITS COMPETITORS
0%
10%
20%
30%
40%
50%
60%
Excellent Very Good Good Average Poor
Quality Price Brand Name Availability Service
-
7/31/2019 Marketing Mgmt Project
51/58
51
S U M M A R Y O F F I N D I N G S
It was found that majority of the dealers (i.e. 54%) of them are into plywoodand block boards business from 5 to 10 years.
A large majority (i.e. 98%) of the dealers are aware of century ply brand ofproducts
A majority (i.e. 90%) of the dealers are stocking century ply brand ofproducts
Most of the dealers (i.e. 38%) of them are stocking Century Ply brand ofplywood and block boards and (18%) each of the dealers are stocking Kit
Ply and Anchor Ply brand of plywood and block boards respectively.
According to most of the dealers (i.e. 34%) of the revealed that Century Plyis the most highest selling brand of plywood & block boards which they storeand (20%) each of the dealers revealed that Kit Ply & Anchor Ply are the
most highest selling brands in the market respectively.
Most of the dealers (i.e. 40%) of them revealed that the service of thecompany is the reason why brand sells more in the market.
According to most of the dealers (i.e. 32%) of them faced the problem of de-lamination in keeping stock of plywood and block boards and (24%) &
(20%) of the dealers faced the problem of warping and termites.
-
7/31/2019 Marketing Mgmt Project
52/58
52
More than half of the dealers (i.e. 52%) of them were aware of century plybrand of products through company sales persons.
According to majority of the dealers (i.e. 60%) of them opined thatadvertising help in increase in sales.
A large majority of the dealers (i.e. 86%) of them are ready to become astockiest for the century ply brand of products.
According to (42%) of the dealers the after sales service of Century plyboardltd is very good & closely (40%) of the dealers had a good review.
In the quality aspect of century ply brand of products most of the dealers (i.e.30%) of them rated it as average as against its competitors.
In the price factor of century ply brand of products most of the dealers (i.e.30%) of them rated it as average as against its competitors.
In the brand name aspect of century ply brand of products most of thedealers (i.e. 30%) each of them rated it as very good and good respectively.
In the availability factor of century ply brand of products most of the dealers(i.e. 38%) of them rated it as average as against its competitors.
In the service factor of century ply brand of products most of the dealers (i.e.45%) of them rated it as very good.
-
7/31/2019 Marketing Mgmt Project
53/58
53
SUGGESTIONS & CONCLUSIONS
Company should provide better service to the dealer as salesassistance, new product information etc.
Local publicity should be made highly for consumer scheme to createawareness of the dealer location.
Introduce innovative schemes from time to time for dealers / consumers.
There is a need to be preemptive offensive strategy in pricing. Price parityshould be maintained throughout the market.
The company should emphasis on new model with quality and durability andthat should be uniqueness from the competitors.
The company should seamlessly calculate dealer compensation, salescommissions, adjustments, penalties and other financial transactions in a multi-
hierarchical dealer environment. The following benefits can be achieved :
- Greater Coverage: service providers can manage a widespread distribution
of dealer networks so they can reach out to their customers with the ability to
set up complex dealer and agent relationships within the network. The
system can handle infinite numbers of dealers, sub-dealers and sales agents.
- Monitor performance: The production of comprehensive reports, means
the service provider can have a detailed view of dealer commissions generated in
-
7/31/2019 Marketing Mgmt Project
54/58
54
order to better monitor performance. The service providers can evaluate the dealers
efficiency and sales patterns. They can also attach sales agents to a group of dealers
and monitor their performance on different parameters such as revenue generated,
customers acquired, customers churned.
- Increase visibility: The service providers can form hierarchies as well as
Sales Groups comprising dealers, sub-dealers, and sales agents to carry out sales
operations to gain a better view of the value chain. Commission sharing percentages
amongst the agents, dealers and sub-dealers can also be setup.
- Encourage competition: The service provider can offer promotional bonuses
or impose penalties to dealers, based on their performance in acquiring
customers, as well as retaining existing ones.
-
7/31/2019 Marketing Mgmt Project
55/58
55
B I B L I O G R A P H Y
1. C.R. Kothari, Research Methodology (Methods & Techniques),
1995, Wishwa Prakashan.
2. Donald R.Cooper & Pamela S. Schindler, Research Methodology, 1999,
Tata MacGraw Hill.
3. Schiffman, Consumer Behaviour, 2000, Tata MacGraw Hill.
4. Philip Kotler, Marketing Management
5. Company Journals
6. www.centuryply.com
7. www.google.com
-
7/31/2019 Marketing Mgmt Project
56/58
56
A N N E X U R E S
QUESTIONNAIRE
Name :
Shop Name :
Address :
1. How long have you been into this business?
a. Less than 1 year [ ] b. 1-2 Years [ ]
c. 3-5 Years [ ] d. 5-10 Years [ ]
e. More than 10 Years [ ]
2. Are you aware of Century Plyboard Ltd ?
a. Yes [ ] b. No [ ]
4. Are you stocking Century ply brand of Plywood & Block boards in your shop?
a. Yes [ ] b. No [ ]
5. What are the major brands of plywood & block boards you stock in your shop?
a. Century Ply [ ] b. Green Ply [ ]
c. Kit Ply [ ] d. Sharada Ply [ ]
e. Anchor Ply [ ] f. Hunsur Ply [ ]
g. Others [ ]
6. Which is the highest selling brand of plywood & block boards which you stock in yourshop?
a. Century Ply [ ] b. Green Ply [ ]
c. Kit Ply [ ] d. Sharada Ply [ ]
e. Anchor Ply [ ] f. Hunsur Ply [ ]
g. Others [ ]
-
7/31/2019 Marketing Mgmt Project
57/58
57
7. What do you think is the reason this brand sell more in the market?
a. Quality [ ] b. Price [ ]
c. Brand Name [ ] d. Availability [ ]
e. Service [ ] e. Others [ ]
8. What are the problems you face in keeping stock of plywood and block boards?
a. Borer Attack [ ] b. Warping [ ]
c. De-lamination [ ] d. Termites [ ]
e. Others [ ]
9. How did you come to know about Century ply brand of plywood & Block boards?
a. Advertisements [ ] b. Co. Sales Person [ ]
c. Hoardings [ ] d. Architects [ ]
e. Others [ ]
10. Do you think that advertising help increase sales?
a. Yes [ ] b. No [ ]
12. Given an option will you become a stockiest for any of these brands?
a. Yes [ ] b. No [ ]
13. How do you rate after sale service of Century Plyboard Ltd?
a. Excellent [ ] b. Very Good [ ]
c. Good [ ] d. Average [ ]
e. Poor [ ]
-
7/31/2019 Marketing Mgmt Project
58/58
top related