PROJECT REPORT

ON

Research on Emergency water Proofing

3M India Ltd.

(SUBMITTED ON THE PARTIAL COMPLETION OF

POST GRADUATION DIPLOMA IN MANAGEMENT)

SUBMITTED BY: -

Manendra shukla P.G.D.M Master School of Management Session – 2010-2012

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Declaration

I undersigned, hereby declare that the project entitled Research on Emergency water Proofing , under the guidance of Mr. Nitin Gan, is developed and submitted by me is original work. It is not duplicated from any other source.

Manendra shukla

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PREFACE

Any training programme sharpens those instincts, which serves as a fulfillment of theoretical grounding. As the present day business world is a highly complex one where Human Ingenuity and Acumen is sharpened by highly specialized knowledge in various branches pertaining the running and conducting. The research project in our basket was-“ Research on Emergency water Proofing” by the company in Udyog vihar, Gurgaon,Hariyana . The different organized markets and Hobby Idea Centers that I have chosen for our research was main areas of Laxmi nagar territory. The sample unit taken was organized retail stores and Hobby Idea Centers, Play Schools etc of the region.

Research is a feedback that any organization sought for the purpose of effective policy and decision making. It is the systematic problem analysis, model building & fact finding for the purpose of important decision-making & control in the making of goods and services. Summer Project is a part of our curriculum so that we get exposed to the practical side our theoretical know-how. This is basically designed to the real life situation. In this training programmed, the students use their academic knowledge practically which polishes the decision making abilities of MBA graduates. For developing healthy managerial and administrative skills of potential managers it is necessary that theoretical knowledge must be supplemented with exposure to real life business environment. It is a practical training that the measuring itself is realized.

Conventional academic medium cannot sell anything practically down to real and practical market knowledge is required to make a hard core corporate. This research work gave me the opportunity to apply conceptual skills in practice and to learn the art of conducting study and presenting its findings in a systematic and scientific way.

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ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Mr. Nitin Gan-Project Guide, (3M india ltd.) for giving me an opportunity to work on a live project. I am very grateful to Mr. Amit singh-National Sales manager ( 3M india ltd.) for giving me proper guidance in completing the project from beginning. I am also very grateful to Sales team leader Mr. Sachin Singhal (ASM, 3M india ltd.) who had given their guidance which helped me to complete my project successfully. At last I want to thank all the staffs of human resource, stores, shipping and marketing for their co-ordination without whom it would be very difficult for me in achieving my target and making the project successful.

Lastly, I would like to thank my institute, MASTER SCHOOL OF MANAGEMENT, MEERUT for providing me this platform and also to the Marketing faculties of my institute Mr. Manoj Sahay, Mr. Arnab Chakraborty and Mr. Saumya Sharma whose continuous kind support helped in the completion of this project successfully.

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CONTENTS

HEADINGS PAGE NO.

Company Profile - 6 Product Profile - 26 MY Division-CPP - 32 SWOT Analysis - 38 Pre Launch Analysis - 40 About The Product - Scotchkote - 40 Research Objective - 41 Research Methodology - 42 Research Design - 44 Market size:-Research Area - 46

Competitors Analysis - 48

DISTRUBUTION - 52

Five Forces of market - 53

Data Analysis and Interpretation - 55 Observation - 57 Suggestions & Recommendations - 58 Annexure - 62

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COMPANY PROFILE

History of 3M Company1

3M was founded in 1902 at the Lake Superior town of Two Harbors, Minnesota. Five businessmen set out to mine a mineral deposit for grinding-wheel abrasives. But the deposits proved to be of little value, and the new Minnesota Mining and Manufacturing Co. quickly moved to nearby Duluth to focus on sandpaper products.

Years of struggle ensued until the company could master quality production and a supply chain. New investors were attracted to 3M, such as Lucius Ordway, who moved the company to St. Paul in 1910. Early technical and marketing innovations began to produce successes and, in 1916, the company paid its first dividend of 6 cents a share.

The world's first waterproof sandpaper, which reduced airborne dusts during automobile manufacturing, was developed in the early 1920s.

A second major milestone occurred in 1925 when Richard G. Drew, a young lab assistant, invented masking tape – an innovative step toward diversification and the first of many Scotch® Pressure-Sensitive Tapes.

In the following years, technical progress resulted in Scotch® Cellophane Tape for box sealing and soon hundreds of practical uses were discovered.

In the early 1940s, 3M was diverted into defense materials for World War II, which was followed by new ventures, such as Scotchlite™ Reflective Sheeting for highway markings, magnetic sound recording tape, filament adhesive tape and the start of 3M's involvement in the graphic arts field with offset printing plates.

In the 1950s, 3M introduced the Thermo-Fax™ copying process, Scotchgard™ Fabric Protector, videotape, Scotch-Brite™ Cleaning Pads and several new electro-mechanical products.

Dry-silver microfilm was introduced in the 1960s, along with photographic products, carbonless papers, overhead projection systems, and a rapidly growing health care business of medical and dental products.

Markets further expanded in the 1970s and 1980s into pharmaceuticals, radiology and energy control.

In 1980, 3M introduced Post-it® Notes, which created a whole new category in the marketplace and changed people’s communication and organization behaviour forever.

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In the 1990s, sales reached the $15 billion mark. 3M continued to develop an array of innovative products, including immune response modifier pharmaceuticals; brightness enhancement films for electronic displays; and flexible circuits used in inkjet printers, cell phones and other electronic devices.

1 h tt p :// s o l u ti o ns . 3 m .c o m / History

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In 2004, sales topped $20 billion for the first time, with innovative new products contributing significantly to growth. Recent innovations include Post-it® Super Sticky Notes, Scotch® Transparent Duct Tape, optical films for LCD televisions and a new family of Scotch-Brite® Cleaning Products that give consumers the right scrubbing power for a host of cleaning jobs.

For a detailed historical view of 3M Company, we advice you to read the 3M Story: “A Century of Innovation, the 3M Story” 2

3M is a diversified technology company with a global presence in the following businesses: industrial and transportation, health care, display and graphics, consumer and office, safety, security and protection services, and electro and communications. 3M is among the leading manufacturers of products for many of the markets it serves. Most 3M products involve expertise in product development, manufacturing and marketing, and are subject to competition from products manufactured and sold by other technologically oriented companies. At December 31, 2007, the Company employed 76,239 people, with 34,138 employed in the United States and 42,101 employed internationally, i.e. 55% of the totalstaff. 3 Moreover, 63% of total sales are made internationally (total sales reach $24.462billion in 2007).

The most famous 3M’s brands, which also are market leaders, are the following: Nexcare™,Post-it®, Scotch®, Scotch-Brite®, and Scotchgard™.4

The following companies are the major competitors of 3M Company:5

- Bayer AG (R&D intensity of 8%: 2578 $ / 32,385 m$6)- Kimberly-Clark Corporation (R&D intensity of 1.5%: 276.8 m$ / 18,266 m$7)

According to a recent company profile made by Datamonitor.com, in December 2007, theSwot analysis of the company is presented as follow:The strengths and weaknesses concern the internal environment of 3M Company, whereas the opportunities and threats are linked with the external environment of the company. This swot analysis is presented in order to assess the overall situation of 3M Company.

2 http :// mu lti med ia. mm m.co m/ m ws/ med ia web ser ver .d yn? 6 6666 60 Zj cf6 lVs6 EVs666I MhC Orrrr Q -3 http :// www.3 M. co m/ 3M Company, 2007 Annual Report4 http ://so l utio ns.3 m.co m/ 3M Brands5 http :// www.d ata mo ni tor .co m 3M Company, 10 September 2007 and 24 December 20076 http :// www.a n nualr epor t200 7.b ayer .co m/7 h tt p :/ / ww w . k i m b e r l y - cla r k .c o m / KC 2007 Annual Report (according to us, the R&D expenses seem underestimated)

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StrengthsStrong research and development capabilityDiversified business portfolioStrong financial performancesStrong return on average assets and investmentsWeaknessesPoor inventory management Increasing cost of healthcare segment OpportunitiesGrowing demand for LCDsRising healthcare spending in the US Global expansionThreatsGrowth in private labels Exchange rate fluctuations Slowdown in the US and Eurozone8

3M Company has a strong business portfolio divided into six business segments:9

Consumer and office business- Sponges, scouring pads, high-performance cloths, consumer and office tapes,

repositionable notes, carpet and fabric protectors, construction and home improvement products, home care products, protective material products and consumer health care products.

Display and graphic business- Optical films and lens solutions for electronic displays, touch screens and touch

monitors, reflective sheeting for transportation safety and commercial graphics systems.

Electro and communication business- Packaging and interconnection devices, insulating and splicing solutions for the

electronics, telecommunications, electrical industries, and visual systems.

Health care business- Medical and surgical supplies, skin health and infection prevention products,

pharmaceuticals (sold in December 2006 and January 2007), drug delivery systems, dental and orthodontic products, health information systems and microbiology products.

Industrial and transportation business- Tapes, coated and nonwoven abrasives, adhesives, specialty materials, filtration

products, closures for disposable diapers, automotive components, abrasion- resistant films, structural adhesives and paint finishing and detailing products.

8 www.d ata mo ni tor .co m/ 3M Company9 h tt p :// s o l u ti o ns . 3 m .c o m / 3M Businesses

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10 http :// www.3 M. co m/ 3M Company, 2007 Annual Report11 h tt p :/ / ww w . 3 M . c o m / 3M Company, 2007 Annual Report

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Safety, security and protection services business- Personal protection products, safety and security products, energy control products,

commercial cleaning and protection products, floor matting, roofing granules for asphalt shingles, and Track and Trace products, such as supply chain execution software solutions.

3M’s six business segments bring together common or related 3M technologies, enhancing the development of innovative products and services and providing for efficient sharing of business resources. These segments have worldwide responsibility for virtually all 3M product lines. Certain small businesses and lab-sponsored products, as well as various corporate assets and expenses, are not allocated to the business segments. 10

3070

2775 80

7274

Industrial andTransportation

Health Care

Display and Graphics

Consumer and Office

3403

3892

3968

Safety, Security andProtection Services

Electro andCommunication

Corporate andUnallocated

Figure 2: 3M’s six business segments and their proportion of the total sales in 2007

Sources: www .3m. c om/ 3M Company, 2007 Annual Report

About the distribution at 3M Company, we can see that 3M products are sold through numerous distribution channels, including directly to users and through numerous wholesalers, retailers, jobbers, distributors and dealers in a wide variety of trades in many countries around the world.3M’s general offices, corporate research laboratories, and certain division laboratories are located in St. Paul, Minnesota. In the United States, 3M has nine sales offices in eight states and operates 74 manufacturing facilities in 27 states. Internationally, 3M has 148 sales offices. The Company operates 93 manufacturing and converting facilities in 32 countries outside the United States.11

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R&D at 3M Company

The main challenges of 3M Company are:12

high diversity of products and services (over 50,000 different products)highly decentralized organizationdifferent customer needs in local markets

The company will try to tackle those challenges and therefore keep a leading position as an innovative company by developing customized product in local markets and transferring know-how across business units and markets.

3M Company has a strong focus on research and development (R&D) and has consistently invested in it for the past few years. The company’s R&D expenditure as a percentage of sales accounted for 5.6% in 2007. The company’s R&D capabilities, with its strong knowledge and understanding of technologies such as adhesives, materials science, light management, micro replication and non-woven materials, has resulted in production of several innovative products such as 3M Paint Replacement Film, Post-it, and Scotch-Brite. Further, through global manufacturing facilities and R&D centers, the company has substantially reduced cycle time, from innovation to commercialization, to two and a half years from a period of four years. The company’s strong R&D capability provides it with a competitive advantageand helps it to innovate and launch new products.13

Here is the R&D intensity (R&D expenditure as a percentage of sales) of 3M Company during the last five years. Unfortunately, the R&D intensity for each of the six business segments is not available nor on the 3M’s website or in 3M’s annual report. We assume that the R&D intensity of 3M Company is an average of the six business segments and does not really lect the reality of each business.

The graph shows that the R&D intensity is on average of 6.33 during the last five years. However there is a decline of one percentage point in 2007 when compared to 2006, due to the divestment of the R&D-intensive Pharmaceuticals business.14

Board of Directors of 3M

George W. Buckley Executive Chairman of the Board

Linda G. Alvarado President and Chief Executive Officer, Alvarado Construction, Inc.

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Vance D. Coffman

Retired Chairman of the Board and Chief Executive Officer, Lockheed Martin Corporation

Michael L. Eskew Retired Chairman and Chief Executive Officer, United Parcel Service Inc.

W. James Farrell Retired Chairman and Chief Executive Officer, Illinois Tool Works Inc.

Herbert L. Henkel Retired Chairman of the Board and Chief Executive Officer, Ingersoll-Rand plc

Edward M. Liddy Partner, Clayton, Dubilier & Rice, LLC

Robert S. Morrison Retired Vice Chairman, PepsiCo Inc.

Aulana L. Peters Retired Partner, Gibson, Dunn & Crutcher LLP

Inge G. Thulin President and Chief Executive Officer

Robert J. Ulrich

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Retired Chairman and Chief Executive Officer, Target Corporation

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BOARD OF DIRECTORS OF 3M INDIA LTD.

Name Designation

Ajay Nanavati CEO

Ajay Nanavati Managing Director

Albert C Wang Addnl. & Non Exe.Director

B C Prabhakar Ind. Non-Executive Director

B S Iyer Ind. Non-Executive Director

B V Shankaranarayana Rao Whole Time Director

D J Balaji Rao Chairman & Ind.Dire (Non-Exe)

K Vijay Kumar Whole Time Director

Sadhana Kaul Whole Time Director

V Srinivasan Company Secretary & Compliance Officer

V Srinivasan Secretary

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PRODUCT PROFILE

There are 8 division in the organization and I was

working in safety, security and production

division.

1. Display & Graphics

We’re a world leader in films that brighten the displays on electronic products, such as flat-panel computer monitors, cellular phones, PDAs, and LCD televisions.

Architectural Markets

Commercial Graphics

Commercial Graphics-Let's talk Ideas

Computer Privacy Filters

Digital Signage & Narrowcasting Solutions

Mobile Interactive Solutions

3M Touch Systems

Traffic Safety Systems

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Architectural Solutions

Inspiring architectural design with creative lighting capabilities, wall coverings and glass films, including DI-NOC™ Architectural Finishes and Fasara™ Glass Finishes.

Computer Privacy Filters

3M Computer Privacy Filters help protect confidential on-screen data. Great in high traffic areas such as airplanes and Wi-Fi locations. Sizes available to fit most notebook and desktop LCD screens.

Display Films (Vikuiti™)

Vikuiti™ films offer solutions for portability, readability, and unique lighting conditions.

Large Format Graphics

(Scotchprint™)

A total graphics solution that provides high impact & message consistency while delivering product reliability and durability.

To find Large Format Graphics outside the United States:

Visit Scotchprint™ Graphics Worldwide

Presentation & Projection

Products

Wherever you find a great meeting, you'll find 3M solutions such as digital & overhead projectors, transparency films and related accessories.

 

Touch Screen Systems

3M Touch Systems offers a comprehensive portfolio of touch screen and touch monitor products.

Traffic Safety Systems

3M's full line of products for traffic control and guidance are extensively researched and tested for high performance, durability, and quality.

2.Electronics, Electrical & communication

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3M is a leading supplier of innovative solutions to the electrical, electronics, and telecommunications industries.

Electronics Design & Manufacturing Electrical Markets Telecommunication Solutions

Communication

Technologies

Explore the 3M suite of innovative products and industry-proven telecommunication solutions tailored to your situation.

Copper Fiber Locating & Marking Repair & Service Center Test & Measurement

Electrical

Look to 3M for electrical solutions for construction and maintenance, industrial and utility applications, and innovative products for OEM manufacturers.

Electrical Commercial & Industrial Electrical OEM Materials Electrical Utility

Electronics Design &

Manufacturing

Find 3M materials and solutions that meet and exceed the electronics manufacturing industry's three major needs - quality, protection, and performance.

Display Sub-Assembly Electronics Assembly Flexible Circuit Foundry Hard Disk Drive Assembly Printed Circuit Board Assembly Semiconductor Fabrication

Utilities & Power

Solutions that support existing and alternative energy sources, increased capacity and environmental and worker safety.

3.Health Care

3M Health Care is committed to providing the health care community with innovative solutions, based on 3M's diversified technologies, that help improve the quality of life.

Dental (3M ESPE) Food Safety Infection Prevention Solutions Orthodontics (3M Unitek) Skin and Wound Care Stethoscopes (Littmann®)

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Medical: Infection PreventionWe offer the broadest array of solutions in the

fight against hospital-acquired infections. Our products are backed by a diverse portfolio of educational programs and knowledgeable technical service to provide practical support for your patients and staff.

Medical: Skin and Wound CareOur extensive line of trusted products helps

simplify and improve skin health and the treatment of wounds, both acute and chronic. These products provide cost-effective solutions and are supported by educational services, professional and technical support.

Stethoscopes (Littmann®)A trusted leader in auscultation technology.

Littmann brand stethoscopes are renowned worldwide for unsurpassed quality, precision, acoustical superiority, innovative design and exceptional performance.

Medical Specialities and OEM Products

The trusted source for medical device and

product manufacturer. We offer innovative solutions, technologies and services for the medical device component market, including medical, surgical, ostomy, electrodes, optical, retail, and diagnostics.

Health Information SystemsSoftware and consulting services solutions

across the health care continuum for transcription, speech recognition, clinical documentation improvement, document management, computer-assisted coding, quality, and revenue cycle management.

Oral Care: Dental (3M ESPE)One of the largest dental supply companies in

the world, 3M ESPE works collaboratively with dental professionals around the globe to find ways to make dentistry faster, easier and better for professionals and their patients.

Oral Care: Orthodontics (3M Unitek)Offering more than 14,000 orthodontic solutions

worldwide, we're an industry leader differentiated by our unwavering commitment to superior customer service and high quality products and services for straightening teeth and improving healthy smiles.

Food Safety (Microbiology)3M designs, manufactures and markets a full line

of testing and monitoring products globally that assist food processors in providing healthy, wholesome and safe food by managing their quality and safety risk.

Drug Delivery Systems (Worldwide)We partner with pharmaceutical and biotech

companies to team their molecules with our inhalation or transdermal drug delivery technology offering a full range of feasibility, development and contract manufacturing capabilities.

Veterinary & Animal CareExtending its health care expertise to animals,

3M provides high quality products and services to veterinary professionals, trainers and pet owners in the companion animal and equine marketplaces.

4. Safety, security and production

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We produce products that increase the safety, security, and productivity of workers, facilities, and systems around the world.

Building & Commercial Services Construction Industry Centre Corrosion Protection Products Food Safety Mining Market Center Occupational Health & Environmental Safety Security Systems Track & Trace Solutions Traffic Safety Systems

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Building Life Cycle Solutions3M provides premier facilities with innovative,

high–value solutions to protect the life of their buildings and improve the performance and productivity of their operations.

Fire Protection Solutions Food Services Solutions

Corrosion Protection Products3M™ Corrosion Protection Products provides

3M™ Scotchkote™ Fusion Bonded Epoxy Powders & Liquids for corrosion protection of steel pipelines and associated fittings used in the oil, gas, water and construction markets.

Water Infrastructure

Facilities Cleaning & CareCost-effective cleaning solutions that help

protect facilities and people, while creating a cleaner, safer, and more comfortable environment.

Library SystemsA global leader in library innovation for 35+

years, 3M provides security, productivity and information management solutions that harness technology to enable a more human library, where librarians can spend more time helping patrons.To find more information about Library Systems outside the United States:

Visit 3M Library Systems Worldwide

Personal Protective Equipment3M makes comfortable protection solutions

designed to ensure worker safety and meet protection requirements. Products include, but are not limited to, respirators, eye and hearing protection, headgear, sorbents, software, and services.To find more information about 3M OH&ES products outside the United States:

Visit 3M OH&ES Worldwide

Personal SafetyWhether at work or play, 3M offers personal

safety products that provide the ultimate protection, comfort, and safety.

Security Systems3M offers solutions for nearly every aspect of the

secure identity process, including security materials, biometric identification systems and credential issuance and authentication systems.

Track & Trace SolutionsUsing RFID, RTLS, GPS and other technologies,

3M provides comprehensive track and trace solutions that deliver customer value by improving asset utilization, safety and security.

Traffic Safety Systems3M's full line of products for traffic control and

guidance are extensively researched and tested for high performance, durability, and quality.

Window Safety3M™ Safety & Security Window Films add a layer

of protection to your windows. They help protect against severe weather, bomb blasts or attempted break-ins.

Corrosion Protection Products

The Corrosion Protection Products Division of 3M offers a truly comprehensive array of products that ensure effective protection against corrosion for a vast variety of installations and structures. While 3M™ Scotchkote™ Fusion Bonded Epoxy Powders and

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Scotchkote™ Liquid Epoxy Coatings offer protection for steel pipelines and associated fittings used in the oil, gas, water and construction markets, the range of 3M™ Scotchcast™ Powder Resins are ideal for OEM electrical insulation applications. Our mission is to provide innovative products and superior service in the markets we serve.

To find information on products‚ first choose the market that you are interested in.

Oil & Gas

Protect your investment of steel pipes and fittings.

Water Infrastructure

Maintain and protect potable water pipes.

Building & Construction

Solutions for protecting buildings and related assets.

Utilities & Power

Repair and protect equipment and buildings.

Transportation Infrastructure

Systems to protect and finish many types of substrates.

Production & Manufacturing

Protection of tanks, pipelines, structures, equipment and buildings.

5.Transportation Industry We provide high-quality abrasives, tapes, films, adhesives, and specialty materials for the manufacture, repair, and maintenance of autos, aircraft, boats, and other vehicles.

3M Automotive OEM 3M Automotive Aftermarket 3M Car Care Traffic Safety Systems

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Aerospace

Whether you're involved in manufacturing, maintenance or repair in the Aerospace industry, 3M provides efficient and cost-effective solutions for sanding, masking & paint systems, aircraft sealant removal and more.

Automotive

3M offers solutions, from abrasives to paint finishing, using our most advanced technologies for designers, manufacturers and OEMs in the Automotive industry.

Marine

Come aboard and learn more about our unique products and systems designed to keep your boat ship shape.

Specialty Vehicle

Integrating 3M's vast product and technology portfolio to provide innovative solutions for the design, manufacture, and maintenance of commercial and recreational vehicles.

Traffic Safety Systems

3M's full line of products for traffic control and guidance are extensively researched and tested for high performance, durability, and quality.

6.Manufactring IndustryOur innovative products and services help manufacturers improve their businesses. With a global network, we meet needs of both multinational and local customers.

Abrasives 3M Adhesives & Tapes 3M™ VHB™ Tapes CUNO Filtration Systems Dyneon™ Fluoropolymers Energy Markets Renewable Energy Market

Composites Manufacturing

Our full line of innovative products help improve worker safety and comfort, enhance productivity, and promote consistent quality results.Construction & Architecture

Packaging Solutions

Rely on 3M packaging tapes, labels and equipment for greater design flexibility, efficiency and improved performance.Paints & Coatings

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Reliable solutions for designing, building, protecting and operating facilities.

Emergency/Directional Signage Industrial Building & Contractor Solutions MRO Solutions

Converter Markets (Label & Diecut)

3M innovation provides our converter customers with the highest performing and most cost effective material solutions available.HVAC Filter Products (Filtrete™)

Filtrete™ Commercial HVAC Filters use innovative 3M media technology. The unique combination of high-in-use efficiency, low pressure drop and long filter life are a good choice for building owners.Maintenance & Repair

3M offers thousands of products and solutions, from abrasives to worker safety, for the maintenance, repair and operations industry.Mining

3M provides mining operations with a number of industry-leading technologies, including specialty materials for explosives and acid mist suppression.To find more information about 3M mining products outside the United States:Visit 3M Mining WorldwideOil & Gas

Choose from nearly 10,000 3M products/materials that are used in every corner of the O&G industry – from exploration, production and refining to transportation and marketing.

Easy-clean coatings, stain-resistant additives and more. 3M™ Novec™ Fluorosurfactants are ideal wetting and leveling agents, the way to smoooooth paints and coatings!Personal Care Products

High-quality components and reliable services for manufacturers of beauty care, infant diapers, feminine hygiene, and adult incontinence products.Renewable Energy

Providing advanced material technologies for: energy generation (solar, wind energy, bio-fuel) and energy conservation (commercial, residential, automotive, and safety and security window films).Utilities & Power

Solutions that support existing and alternative energy sources, increased capacity and environmental and worker safety.Water Filtration Systems

3M Water Filtration Products lower up-front & operating costs and help protect against the effects of scale & sediment for longer equipment life. Recipe Quality Water™ for the foodservice industry.Window Films

3M™ Window Films provide sun control and safety benefits. They improve comfort, save energy and reduce fading. They also can add a layer of protection against severe weather and street crime.Woodworking & Furniture

From bonding and surface finishing your products to cushioning and protecting them, 3M offers many solutions for woodworking, cabinetry, and furniture manufacturing.

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7.Office Supply From taping to organizing to communicating, and to helping provide a healthier and more comfortable office environment, 3M provides products that help people get the job done and make their lives easier and better. The Office Supplies Division manufactures Post-it® Brand products, including notes, flags, dispensers, easel pads, bulletin boards and electronic software notes; a wide assortment of custom printed Post-it® Brand products; 3M™ Office Ergonomic Products, including 3M™ Precise Mousing Surface, 3M™ Renaissance™ Mouse, 3M™ Polarizing Lighting Products, gel-filled wrist rests, adjustable keyboard trays, document holders, air cleaners, and many more. Office

Post-it ®

Ergonomics

Promotional Markets

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Ergonomics & Workstation

Accessories

3M has a range of office products and accessories to help you make your workstation a more comfortable, productive environment.

Meetings & Presentations

Wherever you find a great meeting, you'll find 3M solutions such as digital & overhead projectors,transparency films and related accessories.

Mounting, Adhesives, &

Tapes

3M Mounting, Adhesives & Specialty Tapes products for your work, crafts, projects, and hobbies. Stick with the original, 3M™ and Scotch® brand products.

Packaging & Mailing

Stick with the original! Choose Scotch® Office and Packaging Tapes. We are committed to delivering products that get the job done right.

Post-it®   Custom Printed

Products

Simple and effective ways to deliver advertising impact and promote your company, product, or brand. Communicate your message day after day, sheet after sheet.

Post-it®   Products

Whether it's with Post-it® notes, flags,

and easel pads, or Post-it® software notes

at work or home, Post-it® brand products

are always ready to help.

8. Home and Leisure

Air Cleaning Filters (Filtrete™) Automobile & Boat Care

Cleaning & Protecting Home Improvement & Repair

First Aid (Nexcare™)Health & Personal Care

Personal Safety & Comfort

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Cleaning & Repair

Whether you're tidying up around your home or packing and moving to a new one, 3M has what you need to clean, protect and maintain your personal items.

Air Cleaning Filters (Filtrete™) Automobile & Boat Care Cleaning & Protecting Home Improvement & Repair

Hobbies

Trust your favorites! From Scotch® Tape andPost-it® Glue Sticks to Ultrathon™

Insect Repellent, 3M has what you need for your craft or hobby.

Fly Fishing (Scientific Anglers™) Sports & Outdoors

Home Office

3M has the products to help you get organized! Whether it's Post-it® Notes,

Scotch® Tapes, or Command™ Adhesive Products, you'll find what you need to be more efficient.

Computer Accessories Home Office Hooks & Mounting (Command™

Adhesives) Post-it®   Products Tapes for Home Use

Personal

Products and solutions for your personal health and physical well-being and safety.

First Aid (Nexcare™) Health & Personal Care Personal Safety & Comfort

Pet Care

3M offers a range of products to enhance the lives of pets and pet owners alike. Antibacterial pet care products, and products to clean and protect your carpets and furnishings can make living with your pet easier.

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SWOT ANALYSISSWOT analysis is a basic, straightforward model that provides direction and serves as a basis for the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization cannot do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization).

SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the surrounding and separate it from internal issues (strength and weaknesses) and external issues (opportunities and threats). SWOT analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats).

STRENGHTS - a) Strength:- 1. Advantage of Proposition : No equivalent product in market 2. Capabilities: Instant water proofing 3. Competitive Advantage:

Differentiation – All Weather Application Quick Setting Time DIY Emergency Water Proofing(Unique Product)

Differentiation Focus- Catering to niche requirement(EWP)4. Unique Selling Points:

All weather application Low temperature application Instant water proofing Single coat Application Ready to use

5. Innovative Aspect: 3M technology gives touch dry surface in 4-6 hrs Works In wet as well as dry conditions

6. Location: Delhi and NCR areas nearby have huge requirement of such product

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WEAKNESSES:  1. Disadvantage in Proposition : No awareness among the customers

2.Lack of competitive strength: Cost focus Cost Leadership

3.Timescale : Supplies of product are after monsoon.4.Product durability : no guarantee.5.Retail distribution channel is not available.6.No staff for business development.7.Price is much higher than competitors in market.

 

OPPORTUNITIES: -  1. Competitors vulnerability :

Their product works only in dry conditions. No equivalent product Setting time is 6 times Multiple coat application No DIY product No ready to use product

2. Seasonal Influence : The requirement for EWP is in monsoon season3. Target market : Delhi ( NCR)

Gurgaon

 THREATS:  1. Competition Intensions: Short Product Life Cycle. 2. Market Demand: less market demand because product in nish market.

3. There are two new company entering in market.

4. New companies are A) –Perma Building ChemicalsB) -Fairmate Chemicals

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About The Product• Scotchkote -Roof coatings• Emergency waterproofing • All weather application • Single coat application • Comes “ready to use” • Minimal preparation required • Excellent adhesion • Flexible • Crack bridging capabilities • Will seal through pounding water • Low temperature application • Coverage Rate : 1.12 m² / kg at 500 microns dft, 12 ft² / kg at 20 mils dft

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RESEARCH OBJECTIVE

1. The purpose of this project is to develop a study which can provide 3M clear picture about the current market scenario so that 3M can successfully launch their Emergency waterproofing (SEAL TECH AW-654 ) for the first time in the retail market.

2. To Gather the knowledge about the Retail Construction chemicals market and competitors in market , a sample of 40 in house hold and 200 in retailer interviews were conducted in ncr.

3. To understand the existing brands of water proofing, go-to strategy followed by each and their promotion activities.

4. Organization gets the clear picture of the current market scenario and recommend marketing mix for the product

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RESEARCH METHODOLOGY

The topic “Research on Emergency water Proofing ” for the project work was suggested to me by the Project Guide of 3M India Limited. He asked me to conduct a survey in areas where the coca-cola market is weak as well as high and to find out the problems faced by the retailers as retailer is one of the prime channel members in the distribution channel.

Armed with the ideas provided to me by the RTM and the Area Sales Manager, I went ahead for the research. In order to collect samples during my survey I planned to take recourse to the Random Sampling because as the name suggests, in this method of sampling any unit of population can be selected at random. In my research, the Hobby centers and Stationary retailers in the region comprise the universe. Therefore, they are the ones who constitute as the main source of information to me.

SAMPLE SIZE FOR SURVEY

The survey was done in about 150 paint shops and 120 Hardware store.

SCOPE OF THE STUDY

1. By this study company can know its growth.2. This study helps the company to know their actual position in the market.3. This study helps to find out the promotion activities of the company and

help to Make relevant changes according to their rivalry company. This study ensures the availability of the product in the market.

4. The study helps to find out the problem of the counter and to find out therequirement for more sales.

SIGNIFICANCE OF THE STUDY

1. This project is helpful to find out the sale trends of the coke products and its effect on consumer value and satisfaction.

2. This study provides an insight to the company that what kind of strategy must be adopted in order to increase the sales and satisfaction of the retailers and consumers.

3. This project directly deals with the interaction of different kind of people.

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METHOD OF DATA COLLECTION

There are different methods of data collection. They are :-observation,

experimentation, uncontrolled experimentation, controlled experimentation,

survey and focus group. Here the data are collected by market survey.

MARKET SURVEY

Market survey is one of the most widely used MR technique .it is at times viewed

as synonymous with marketing research. This is erroneous. It has to be

understood clearly that market survey is just one of the techniques of MR and is

not synonymous with MR. It is just one of the methods of collecting marketing

information required for a given marketing assignment. It is used when the

required data is not available with the company’s internal records, as well as

external published source. Here the researcher carries out opinion pools involving

sales persons, dealers, traders and experts. Trade surveys are very common. In

conducting these surveys, the researcher has to carefully select the instrument

and methods of surveying.

METHODOLOGY

The data can be dichotomized into two types: primary data, secondary data. In

this study the data collected was mainly primary data. The respondents were

from the area of Laxmi nagar and pitampura territory. The secondary data were

obtained from the Coca-Cola city office. The sample size collected for the various

objectives where, from the total number of outlet the sample size determined

was: 200

– Interview of retailer / distributors

– Internet research

– Questionnaire

• Market Size

• Market Type

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• Competitors

• Margin on sale

• Pricing

• Most preferable Brand

• Promotional Activities

• Equivalent Product

• Feedback about our Product

INSTRUMENT FOR DATA COLLLECTION:

The primary data collected through the survey method for the purpose of the

study. The survey was done by using questionnaire method. Beside this I had

an informal discussion with the Hobby centers which also incuded play schools

and stationary outlet. Secondary data: information regarding the organization

was obtained from secondary sources like company journals, company websites,

publications & records.

RESEARCH DESIGN

The design appropriate for this research is Exploratory Research Design. Exploratory research studies are also termed as formulative research studies. The main purpose of such studies is that of formulating a problem for more precise investigation or of developing the working hypothesis from an operational point of view. The major emphasis in such studies is on the discovery of ideas and insights. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under study in built flexibility in research design is needed because the research problem, broadly defined initially as transformed in to one with more precise meaning in explanatory studies, which fact may necessitate changes in the research procedure for gathering relevant data.

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The survey was conducted in Delhi (NCR) by asking from the hobby centers and Stationary outlets.

The Exploratory Research Design could be accomplished by study of secondary data:

Secondary data are those which have already been collected by someone else and which have already been passed through the statistical process.

Company is product information brochure.

Various articles related to consumer electronics published in the newspapers & magazines.

Company’s profile brochure.

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Market size:-Research Area

o Delhi (NCR)

No of paint Dealers – 2800

Total sale of construction chemicals Rs 24 Cr/ Month

In domestic Market the sale of Waterproofing chemical 28% is 5

to 6.72 Cr / Month

Roof Waterproofing products share is 34% in total water

proofing.

28%

72%

Delhi (NCR) Sales

Roof water ProofingOthers

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Gurgaon • No of paint Dealers – 950• Total sale of construction chemical in domestic

market – 10 Cr / month• 25% Waterproofing chemicals sale value 2 to 2.5

Cr/months.• 68% of Population is aware about waterproofing.

25%

75%

Gurgaon Sales

Water ProofingOthers

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Competitors Analysis.

fPidilite-As Market leader1. Pidiproof LW+

• Features

• 1)Cementatious product

• 2)MRP- Rs 125

• 3)Fast moving in market

• 4)Preferable product in Bangalore & Chennai Market

• 5)Appearance - Free flowing thin liquid

• 6)Colour - wine red

• 7)Dosage 200ml/50 kg cement

• 8)Packaging- 200 ml, 1, 5 , 10, 20 & 100 liters

2. Pidicrite URP • Features

• Latex for waterproofing

• MRP- Rs 245

• Fast moving in cochin market

• Appearance - Liquid

• Colour- White

• Dosage- 10 lts / 50 kg cement

• Packaging -500 gm, 1 kg, 5 kg, 10 kg, 20 kg & 50 kg

• Coverage - 20 – 22 sq ft/kg for two coats

• (URP + cement in ratio of 1:15)

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Cico- As a market follower

• Cico No. 1 • Features

• Cementations product

• MRP- 50

• Appearance- white liquid

• Used with (Water: Cement)

• Coverage- 16-17m2 / 1L

• Packaging- 1, 5 , 20&50 L packs

• -Araldite

• Features

• Latex product

• MRP- 690

• Appearance- yellow liquid

• Used to fix the stones, glasses.

• Coverage- small area

• Packaging- 10,50,100,500,1000gm packs

Competition Analysis- Market share in

Delhi(NCR)

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58%19%

8%

15%

Market share

Dr.FixitcicoaralditeOthers(Sika,perma,fairmate )

Market share in Gurgaon(NCR)

61%18%

9%12%

Market Share

Dr.Fixit cicoAraldite others(Sika ,

Roff,perma,fairmate)

Others(sika,roff,fairmate,perma)

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DISTRUBUTION

DISTRIBUTION NETWORK

The structural representation of the distribution channel is as follows:-

Mother godown

Manufacture

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Five Forces of market influence the market

Five Forces That shape industry Competition

Company Depots C&F Agent

Whole sellers Retailers

WSS (Whole Sale Stockiest)

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Supplier’s power-

In 3M the suppliers are not more powerful because the

supplier of 3M is not in Big then the firm.

Buyer’s Power –

Buyers are Individual Customers they are not powerful But Customer is Always king so we not forget him.

Threat of new Internet-

• New internets of the Market is very Harmful for us if They have more Resources

1. Parma Chemicals

2.Fairmate

Threat of Rivalry-

• Our rivalry firm is Pidilite’s Brand Dr. Fixit Which is very powerful in Indian market and market share is more then 68% Coverage

Threat of Substitute-

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• Major of substitute of our product is cement, tarcole , M-Seal

DATA ANALYSIS AND INTERPRETATION

SURVEY OF PAINT & HARDWARE STORES IN NCR REGION:

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There are some specific areas covered for the purpose of survey in the Laxmi Nagar territory, New Delhi. Generally these areas are good in terms of sales and the Hobby Idea season affects the sale positively. But, there is a downfall in the expected sale because of the changing trend. To find out the reasons, loop holes improvement to be needed for high satisfaction as it will increase the sales volume, the survey was done.

At first the Hobby Centers were explored and the intensity of sales promotional activities was measured.

Next to it was the feedback of stationary outlets. It came as from questionnaire method. The complains were noted and the responses were taken.

AREA COVERED:

LAXMI NAGAR SHAKARPUR MAYUR VIHAR1 MAYUR VIHAR 2 MAYUR VIHAR 3 PREET VIHAR JITAR NAGAR PITAMPURA SHAKUR BASTI RANIBAGH NAHARPUR ROHINI SECTOR-7 ROHINI SECTOR-8 ROHINI SECTOR-9 ROHINI SECTOR-10 RAJIV NAGAR RALWAY ROAD SANT NAGAR JOR BAGH BADARPUR MITHAPUR CHATERPUR JAUNAPUR SULTANPUR

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AJARANGARH HAUJKHAS SAAKET SAKARPUR PREET VIHAR NIRMAN VIHAR AYA NAGAR GHITONI GURGAON SECTOR-10 GURGAON SECTOR-11 GURGAON SECTOR-12 GURGAON SECTOR-13 GURGAON SECTOR-14 DWARKA MODH

OBSERVATION

3Mhas its own management system which is a major tool that helps management

in problem solving and framing marketing strategy. Here the market research is

carried out at different places. In order to see the response and seeking the

influence of the Hobby Idea season especially in the market , the survey was

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done to find the areas where there is scope for reinforcing and applying the

newer strategies of sales promotion for the brands of the company.

MARKET OBSERVATIONS:

PAINT &HARDWARE DEALER’S RESPONSE

A. Management Problems

1. Company does not support dealers No regular visit from the sales people.

2. Dealers are annoyed with the sales representative. No stock delivery after being ordered.

3. Margin Compared to competitor’s price, products have fewer margins.

4. Replacement problem (Time Consuming and Negligence). Replacement of some items like acrylic colors are pending.

B. Market Picture No direct letter is given to the retailer regarding the schemes introduced by

the company. Not proper supply of orders. Some products facing negligence from customers.

SUGGESTIONS & RECOMMENDATIONSAccording to 4ps of Marketing-

• People

Sales Hierarchy

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Selection of Distributor

Relevant Experience –

2-3 years of Experience of Distributor required.

• Self Involvement in the business

No Competitors Distributorship –

• Distributor should not be dealing with any competitors product

• The distributor should be able to function as dedicated channel partner of 3M

Infrastructure-

• Storage Go down

• Delivery vehicles

• Computer , telephone , net connection

Capital Investments-

• The distributor should be financially sound

National Sales Head

Regional Sales Manager

Area Sales Manager

Sales representativ

es

Sales Representativ

es

Sales Representativ

es

Sales Representativ

es

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Good Reputation in Market-

Very good And reputed distributor selected only for distributorship

Promotion –

Promotional Meet –

• Demonstration of the Product

• Target Audience( Contractors, interior decorators , Engineers)

• Prelaunch meeting with Mason & retailers .

• Free sample for mason, Retailer.

Distribution of demonstration-

• C.D. and pamphlets in apartments , Independent houses society, free with news paper( Times of India).

• Big holdings in some area like DLF city entry gate, Sikender Chowk, Pitempura , Chatterpur.

Demonstration Videos on web sites –

• Demonstration videos on websites like: Youtube

• Facebook , twitter forum can be created with the company and product name . Info about the product can be shared.

Newspaper , radio, TV advertisements –

• Newspaper like Times of India “property” & Danik Jagran hindi.

• Radio channel like big FM, City FM.

• T.V. channel like Sony, Star & Business News channel

• Free samples along with some other 3m product

Street plays-

• Street Plays creating awareness among people.

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• conduct games and quiz winner awarded free sample.

Attractive Incentives / Gifts On Sale-

• Target achieved by retailer then tour and big gifts for them.

• Some gift like calendar , holi, dipawali, chrisms gift .

Product-

• Packing Size : Fast moving Packing size is50,100,200, 500 ml , 1lt and 2 lt.

• Product name: Name of the product should be easy to recall e.g.:- Quick fix (pidilite product)

• Packaging is very attractive which attract the customer to see and buy.

Price of the Product-

• Because of the price sensitiveness of Indian customer I’m not suggest price more then 340 Rs.

• According to my research if we se the retailer's perceived price for our product is in the range of 180 to 450 so in the range of this scale our price is good for the customers.

• If we see the competitor’s average price for end customer Dr. fixit LW+ 105 Rs & URP 215 Rs , Cico no. 1- 45 Rs then our price 340 Rs satisfied all the constrain.

• Here we also see that Dr. fixit LW+ is most prefferable by customer which is not much price and Cementations product.

PLACE- Distribution channel

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Target Cities Across India

ANNEXTURE

Manufacturing Unit

Distributor

Retailers

End Customer

Consignment Agent

Retailers

End Customer

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QUESTIONNAIRE-CATEGORY FIRST

Market Research of Existing water proofing system(roof)- FOR RETAILORResearcher name - Manendra Shukla

Questionnaire

A Store Name Category

B Owner Name

C AddressPhoneNo.+91

D Do you deal in water proofing system 1. Yes 2.No

E Mention Type of product in your store1.cementatious 2 latex2.two part3.if other specify

F Which category of product is preferred by customer?

G which brand are you selling currently? CP SP1.Dr.Fixit2.Roff3.Frosroc4.Araldite5.chocksey6.Siko

(a)End customer pricing.       

(b). Retailer Pricing /Margin.

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(c). Distributor Pricing /Margin.

H Which is the most popular brand & Why ?

I Quantum of volume sold in a month

K Which Brand you prefer to promote & why ?

L what kind of customer comes to you?Who are the influencers1.Mason 2.Engineer/Interior designer3.Individual customer

M if more than one of the above guesstimate of the ratio

O What are the 3 most critical factors for the buyers for their decision making.

a.b.c.

P Expectation of end user on cost of repair:

Q What price customer look for the product

R Which distributor services your requirement

S Please rate him on a scale of 1-5 on the following:

1. Response Time2. Quality Of Material3. Brand name4. Cost5.Warrantees/gurantees

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T What kind of Promotional activities are carried out by various brands.

U who/what influences the customer?

Vwhich advertising media is most effective :

(a). Prevalent promotion schemes in the market.

(b). Inputs on promotion team in place from competition. 

W feedback about our product1.Poor2.Fair3.Good4.Excellent

X Product is suitable for Indian market :

J What kind of complaints’ you normally come across from customers?

1. No( ) 2. Yes ( )(a)Which type-

QUESTIONNAIRE-

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CATEGORY SECOND

Market reasearch of emergency waterproofing system (Roofing )- FOR

independent houses/ appartments)

Target audience(independent houses/ appartments)

Name

Address

Telephone No

a Have you used any water proofing material in your house

yes/no (

b What was the pain area?

c Which Product youpreffered& Why?

d How you came to know about the product ?

e Choose a brand from the following?

1. Dr.Fxit

2.Araldite

3.sicko

f which type of product used?

1.Cementatious

2.Two part

g Life expectancy from a product?

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h Point of purchase(store from where they buy)

i Who visits the stores

a)Mason

b)customer

j Explain concept of our product &feeback .

k favorable cost

a)900

b)1100

c)1300

BIBLIOGRAPHY

(1) Website of Hindustan 3MIndustries Ltd.

www.pidilite.net

www.pidilite.com

(2) Information brochure of 3MIndustries Ltd.

(3) Research Methodology by C.R. Kothari.

(4) Marketing Management, Phillip Kotler & Keller.

(5) Consumer Behavior, Keith Davis.