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A PROJECT REPORT ON TO STUDY ON BRAND POSITIONING OF PRODUCT AT NILKAMAL PVT. LTD.

TIRANGA SALES AURANGABAD SUBMITED TO UNIVERSITY OF PUNE IN PARTIAL FULFILMENT OF MASTER OF BUSINESS ADMINISTRATION SUBMITED BY MR.GANESH S. VAIDYA UNDER THE GUIDENCE OF PROF.ASHISH MOHTURE Dnynvardhiny Shikshan Sansthas GLOBAL INSTITUTE OF MANAGEMENT, VELHALE, SANGAMNER. (2010-2012)

CERTIFICATE

This is to certify that Mr.Ganesh Shantaram Vaidya is bonafied student of GIM, Sangamner. Studying in Master of Business Administration Course. The candidate has satisfactorily prepared the project report on TO STUDY ON BRAND POSITIONING OF PRODUCT IN NILKAMAL PVT. LTD AT TIRANGA SALES IN AURANGABAD

This project is the result of candidates own work and satisfactory enough to warrant his Presentation for Master of Business Administration (first year) Examination. This project report has not been previously submitted by candidate for the degree of other University.

Project Guide ASHISH MOHTURE DATE:PLACE: - SANGAMNER

DECLARATION

I hereby Declare that the project report entitled of my own outcome of my own efforts under the guidance of Prof. A. Mohture and it is submitted to the GIM in the Partial fulfillment of master of business Administration (First year) Examination 2010-11

I also declare that this project report has not submitted by me to any other University.

Mr. Ganesh S. Vaidya. DATE:- . PLACE: - SANGAMNER

ACKNOWLEDGEMENT
I would like to take this opportunity to express my sincere thanks and gratitude to faculty members who helped me complete this project. I also thank Institute of Management staff for its timely support in all matters of my project. The faculty members spared their time whenever I was in need of advises and suggestions. Their support helped me in gaining professional knowledge. Without their support it could not have become possible for me to finish my project in time. I would also like to acknowledge my sincere gratitude to University of Pune for providing me an opportunity to undertake this project as a subject for MBA. At this moment I feel the need to express hearty gratitude to my respected Director Dr. B. B. Jadhav, H.O.D. Prof. Yogesh Gosavi and Mr. Mane sir, Sales Manager Tiranga sales Aurangabad and all the staff for their valuable co-operation and timely guidance which enabled the completion of my project well in time. Also I am thankful to our Placement Co-ordinator Prof. Deshpande Dhananjay to support us at every time in the fulfillment of this project. I also thankful to my family and friend who help me and guided me as needed. I thank my Project guide Prof. Ashish Mohture for -coordinating the project work & giving me the guidance. This project would not have been possible without his help. Last but not least, I am thankful to all those who directly or indirectly helped me in completing the project successfully.

DATE :.
PLACE.: AURANGABAD. GANESH S. VAIDYA.

INDEX

No 1 2 3

Contents Executive Summery Introduction Objective Industry Profile

Page No

Remark

4 Company Profile 5 Product profile 6 Research Methodology 7 Conceptual Background 8 Data Analysis & Interpretation 9 Findings 10 Limitation 11 Suggestion / Recommendation 12 Conclusion 13 Bibliography 14 Annexure 15 16 List of Abbreviations ( If Any)

EXECUTIVE SUMMARY
The Nilkamal Pvt Ltd. Then TIRANGA Sales it is district distributor Agency of Aurangabad .who has provide the Nilkamal furniture of all Aurangabad district. The Nilkamal is molded plastics industry is one of the fastest growing industries. Products of this industry offer economy in usage are durable and have strong aesthetic appeal. Availability and price trends of raw materials like high-density polyethylene and polypropylene influence the profitability of players in this industry. Middle and low-income segments are the major consumers of the molded plastic furniture. In the Aurangabad ,Vaijapur Area where I have done this survey unfortunately the end user (the industry) at time is totally oblivious of the multitude material handling solutions available with the Nilkamal. If the end users type of operations are known and if his buying patterns are known, then Nilkamal could get back to the customer, anticipate his purchase and offer him a correct solution. Thanks to the range of products that the company possesses which is unmatched to the range of products of its competitors. A part of this research also intended to create some awareness and sense the maturity of the market vis--vis acceptance of Nilkamal new products into the market. Plastics Tools, Table, Chair Crates & Bins has potential to become great convenience driver for our country. Cheap, Durable and Stackable, this innovation brings with the promise of low cost comfort city on mass scale. Nilkamal was the first to introduce it and has strived to push it to the new limits continuously innovating on design and variety. Nilkamal offer for 65 different items in multitude of colors. Nilkamal has a large range of products across its products categories and has established an industry reputation of being first in the market place with new design and convenience based products The Question regarding Manufactured Items and Process involved was basically asked to know what is being manufactured and material handling plastic could have any application in the concerned industry.

Keywords:1] Product Quality 2] Service Quality & 3] Customer Satisfication.

INTRODUCTION
In many companies, the number one marketing priority is to create customers. Management consultant peter Drucker explained many decades ago, whet his effort succeeds, the company is rewarded by making sales. According To drucker, building customer relationship a series of interactions between customer and a company over time Will produce more sales and profits than will focusing on sales transactions alone .this is why more companies are placing greater emphasis on retaining customer .

Definition The specific niche in which the brand defines itself as occupying in the competitive environment. Positioning addresses differentiating brand attributes, user benefits and target segments, singly or in combination.

Understanding how brand are built and managed requiriredins an understanding of how relationship-building communications are created and managed. This chapter explains what a brand is, described how brands are created, and looks at the characteristics of brand-customer relationships This brand are built on an underlying singular idea that drives each organizations communications and behavior across all channel, from inside out .this enables all brand communication to be consistent .the new interactive media create new kinds of brand identity challenges and experiences that must be taken into consideration such as how companies respond to customer initiated contacts. Nilkamal brand building process begins with research that uncovers, interprets and expresses a companys unique qualities and hidden values. This information comes from in depth interviews with the companys employees and from a close analysis of the companys evolution and strategic development s. the objective of this analysis is to harvest and articulate, inspirational, and transformational idea for the brand a promise the

company can rally behind and deliver upon. Another service offered by Nilkamal is showing clients how to integrate the brand promise into every point of contact with key internal &external stakeholder. We have the responsibility to fulfill the unique promise our brand for everyone

encountering it. Individually and collectively, we need to ensure that we remain the firm where vision gets built. One of Nilkamal clients, toms Maine originally built its brand selling natural toothpaste. It then found it needed to expand its brand and poisoning to include more products if the company .this was to continue to grow. Nilkamal helped toms of Maine reposition itself as a natural care company. This accomplished with redesigned logo and packaging system that maintained the brands roots, while at the same time opening the door to new business opportunity that leverage the core brand values that toms of Maine had built over the year. This was a 10-yeare effort in which Nilkamal helped transform not only caterpillars

brand positing and identity but also its corporate culture. An internal marketing campaign used the corporate magazine and a flagship brochure to bring this message to employees. Employees and dealer/customer materials were developed to carry this message, and it was also included in the companys annual reports and corporate videos .brand training programs included in the corporate Voice book,wich was given to all communication managers. A customized training program with supplemental course book and interactive training game was designed to make sure that the new philosophy was widely understood and adopted and by Employees. The same message was then taken public through TV commercials to reach customers and reach customer and prospects Brand Positioning describes the brands perceived attributes in relation to competing products. Brand: A customers expectation from a name Positioning: A place in the mind of your prospect When a new brand appears in the market, the consumer gets acquainted with it and starts collecting information about it. On the basis of this information the consumer creates an opinion of the brand and establishes a brand image. For a stable market position of a brand,

consumer awareness of the new brand on the market is not sufficient. The consumer must prefer a brand and have a positive assessment of it as well as considering it in its purchasing decisions

All trade marks on the market within trade groups could be classified according to the consumers (UN)-awareness and assessment as shown in the picture below: Not every brand is our competition!

All Brands in a brand Category

Unknown to the Customers (Unawareness)

Known to the Customers (Awareness)

Recalled brands

Recognize brands

Accepted brands Neutral brands Rejected brands

Fig. Brand Flow Chart

If a brand is familiar to the consumer it does not mean that it is also a possible alternative for the consumer's choices. To some (recognized) brands the consumer may have a negative reaction and therefore have no intention of using them. The consumer is also familiar with neutral brands, which are unimportant to him, or about which he does not have the sufficient information to consider purchasing them.

OBJECTIVE OF THE PROJECT

PRIMARY OBJECTIVE To Understand the Brand positioning of Product To find out market requirement of the Furniture.

SECONDARY OBJECTIVE To. Build customers confidence through quality and reliable service. To know the preferences of the customer.

Industry Profile

Polymers account for around 70% of petrochemicals and that is the reason that they are the most important constituent of the Indian chemical industry. Polymers are essentially used in the manufacture of various plastic products. In the consumption of the basic petrochemical, polymers form the bulk of demand with a share of around 55%. The share of polymers in the product mix in India for various crackers ranges from 60% to 90%. The segment of polymers have registered a growth of 18% while there have been an increase of 26% in the capacities CAGR. The various byproducts of polymers are: Polystyrene PVC Poly propylene LDPE/ LLDPE HDPE Polystyrene, a byproduct of polymers has a ` 435 corer market size. Its market price was around ` 42.5 per kg in 1999. The major companies involved in the production of polystyrene are Rajasthan Polymers, Mc Dowell & Co., and Supreme Petrochem. PVC, a polymers byproduct, is in demand in the Indian market at 554,000 tons per annum. This segment has been growing at the rate of 15% yearly. Around 54% of PVC is used in the manufacturing of pipes and 14% is used in the production of cable sheathing. The cost of PVC was ` 44.95 per kg in 1999. The main companies involved in the production of PVC are IPCL and RIL.

Polypropylene is a very light weight polymer and that is the main reason why it is used as a substitute for various other polymers. During 1997-1998, around 11,000 tons of poly propylene was imported. Over the last 3 years, the demand for this product has increased by 38% and now stands at 595,000 tons. The price of polypropylene was ` 47.50 per kg in 1999. It is mainly used in the manufacture of injection molding, BOPP, ropes, twines. In India, low-density polyethylene (LDPE) and linear low density polyethylene (LLDPE) are also widely used polymers. This segment of polymers is growing at the rate of 12% per year. More than 50% of LDPE/ LLDPE are used by the packaging industry and they were priced at around ` 54.25 per kg in 1999. The companies which make LDPE/ LLDPE are, RIL, and IPCL. The second most used polymer in India is HDPE, with a share of 22%. The value of its domestic

consumption is ` 2, 123 corer and it is growing at the rate of 15% per year. It cost around ` 50 per kg in 1999. HDPE is used in the manufacturing of raffia, blow molding, injection molding, and in the paper industry as well. The companies involved in the production of HDPE are NOCIL, RIL, and IPCL. Polymers form an important constituent of the Indian petrochemical industry. So efforts must be taken by the industry and the government of India, so that the production and quality of polymers remain top class.

COMPANY PROFILE

NILKAMAL NLKAMAL GROUP-A 400 corers millions rupee business conglomeration and a pioneer in manufacturing materials handling plastic crate & mounded furniture-thrives on perpetual commitment to customer satisfaction through delivering benchmarking product and services. The group is in the business of its core competence over the past three decades and now spreading its wings globally including plants at Nepal, Bangladesh and shri-lanka, marketing office in Dubai and dealers in north Germany and dealer in Germany, England and Dubai

NILKAMAL GROUP was established in the year 1981 by brother shri.vaman v.parekh & shri sharad v.parekh. The group comprise of.
NILKAMAL CRATES AND BINS PVT LTD.

NILKAMAL ESWARAM PLASTICS (PVT) LTD. NILKAMAL BITO STORAG SYETEM PVT.LTD ALCOA CSL NEPAL NILAKAMAL PADMA PLASTIS HOMESOLUTION MR.VAMAN V

PAREKH, Mr. Vaman Parekh, one of the founders of Nilkamal Group has been instrumental in making Nilkamal a name to reckon with in the plastics industry. Under his supervision the production and technical activities of the Group have helped Nilkamal emerge as the

THE COMPANY ENJOYS THE ADVANTAGE OF MULTILOCATION PLANTS AS FOLLOWS COMENCEMENT OF PRODUCTION LOCATION Vasona(West) Noida(North) Pondicherry(South) Barjora(East) Sinnar(West) 2000-01 1997-98 1998-99 2000-01 2004-05

The company is listed on the National Stock Exchange (NSE) the Stock Exchange Mumbai. Company History

Year 1934 Shri VRAJLAL PAREKH starts manufacturing metal buttons in a one machine factory shed measuring 2000 sq. ft

Year 1950 VRAJLAL PAREKH'S COMPANY buys Windsor machines to start plastics processing- calls company "National Plastics"

Year 1956 First Plastic cut glass modeled on a popular tea glass is made. Become instant success. Year 1964 National Plastics full fledged into household items Year 1970 National Plastics starts a factory at POWAI (Mumbai) to boost manufacture of household items. Year 1981 Nilkamal Plastics is an independent venture run by brothers Mr. Vaman & SharadParekh.

Year 1984 Nilkamal starts the manufacture of crates. Year 1990 Nilkamal starts the manufacture of molded furniture. Year 1991 Nilkamal starts a plant in Western part of India at SINNAR (Maharashtra)

Nilkamal Goes Public. Year 1994 Nilkamal becomes official supplier of crates to Coca-Cola & Peps

Year 1997 Marks the opening of Nilkamals several plants. North India- NOIDA (Uttar Pradesh) South India- PONDICHERRY (Union Territory West India- KHARADAPADA- Silvassa (Union Territory of D. & .N.H)

1999 Nilkamal launches one more plant in West India-VASONA -Silvassa (Union Territory of D. & N.H) Year 2000 Nilkamal starts plant in BARJORA- Eastern part of India (West Bengal.)

Year 2001Nilkamal achieves IS0 9001:2000 Certification by TUV-Germany.

Year 2002Nilkamal launches its plant & a joint venture subsidiary company in BANGLADESH - "Nilkamal Padma Plastics Pvt. Ltd."

Year 2005 Nilkamal inaugurates @home - The complete home solutions store with contemporary readymade knockdown wooden furniture and home accents.

VISION AND MISION


Nilkamal mission is to provide value through convenience to its customers. We aim at attaining a firm grip on the market through value initiative directed towards our stakeholders. Since inception, Nilkamal has traveled in only one direction: upwards. This has been no looking back and the company has preserved to attain market leader ship in this industry. In the first year of production itself, the company witnessed a profit of more than Rs 5 Crores.The compounded growth has been 30% annually and today the annual profits have reached Rs.18 Cores & 31 Lakhs approximately. Through over years we have proven this fact record.

Originally incorporated as Creamer Plastics Pvt Ltd. The name of the company was changed to NILKAMAL PLASTICS in August 1990. It initially came out with a public issue shares at par in Feb 1991 and subsequently made a right issue in FY 94 to expand its capacity. The promoter of Nilkamal Plastics Parikh Family old majority stakes of 54% in the company while the public hold the balance. The companys manufacturing activity is currently undertaken through five plants. Two units are located at Silvassa in Gujarat while one plant is located at Sinner in Maharashtra, Pondicherry in Tamil Nadu and Noida in UP. It has recently set up new manufacturing unit at Barjora in west Bengal and Vasona in Gujarat to cater the increasing demand for its products. The company is set up a Joint Venture in SrilLanka called Nilkamal Eswaran with the installed capacity of the unit 4000 tons subsequently. The company further expanding the capacity of the unit 6000 ----tons. This company recently established a wholly owned subsidiary Nilkamal Eswaran Marketing Pvt Ltd. That will focus on marketing activity.

PRODUCT PROFILE

Furniture Division

Injection Moulded Crates

ROTO MOLDED CRATES

Corrugatedcorogated PP Crates

Insulated Crates (Icebox/Shipper)


"THE ULTIMATE CHOICE FOR PRESERVATION OF HOT & COLD FOOD STUFF

Waste

Management System Bins

Research Methodology
Research is a common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. Research is an academic activity and as such the term should be used in a technical sense. According to Clifford woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting. Organizing and evaluating data; and last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research methodology is a way to systematically solve the research problem. It may be he understood as a science of studying how research is done scientifically. In it we study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. The scope of research methodology is wider than that of research methods. Thus when we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we used in the context of our research study and explain why we are using a particular method and why we are not using other so that research results are capable of being evaluate either by the researcher himself or by others. Research Design: The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project, popularly known as the research design. A research design is the arrangement of condition for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research design is needed become it facilitates the smooth sailing of the various research operations, thereby making research as efficient as possible yielding maximum

information with minimal expenditure of effort, time and money. Preparation of the research design should be done with great care as any error in it may upset the entire project. A good design is often characterized by adjectives like flexible, appropriate, efficient, and economical.

1. PRIMARY DATA: The methods of collecting primary data are as follows, A: Survey B: Questionnaires

2. SECONDARY DATA: The data once collected by one person become the secondary data if used by another person. Sources Of secondary data: The various sources of secondary data are as follows: 1. Bibliographies. 2. Newspaper. 3. Websites 4. Magazines The secondary data like information of existing customers, information about companys profile product line and sales figure has been taken from my guide.

Research Instrument:
Questionnaire was used as it helped to cover all the target areas. Also collecting the data through questionnaire was very time saving and cost factor was also reduced. The questionnaire consisted of both open ended and close ended questions.

Methods of Data Collection:


Data was collected through questionnaire. Question was both types open ended and close ended. The terms questionnaire refer to a self-administered process whereby the respondent himself read questions and records his answers without the assistance of an interviewer. Questionnaire is more structured and standardized for getting the relevant information. In questionnaire there is choice of Respondent to apply his own judgment and answer the questions as they think right.

Analytical tools used for Analyzing Data:


Data was analyzed with the help of Tables, Pie Charts, Graphs, Bar Chart, etc. The parameter on which the analysis performed were Quality, Price, Technology, Features, Pre sales services, After Sales Services and others services provided by the company.

RESEARCH METHODOLOGY USED IN THE RESEARCH


Data source Research Approach Research Instrument Sampling Plan : Sampling Area Sample unit Sample Size Procedure Contact Method Method : Questionnaire & interview

Survey Method (Direct Method)

Questionnaire

Aurangabad( Vaijapur)

: :

Customer of Nilkamal furniture Customer(100)

Simple random

Questionnaire method & interview

The Research Process:

Define Research Problem

Review Concepts and Theories

Review previous research finding

Formulate Hypothesis

FF

Design Research (Including Sample Design)

Collect data (Execution)


FF

Analyze data (Test Hypothesis if any)


F

Interpret and Report

THE STEPS IN A SURVEY PROJECT 1) Establish the goals of the project what you want to learn 2) Determine your sample whom you will interview 3) Choose interviewing methodology how you will interview. 4) Create your questionnaire what you will ask 5) Pre test the questionnaire if practical test the questions 6) Conduct interviews and enter data Ask the questions Analyze the data Produce the repots

SAMPLING: Sampling may defined as the selection of the some part of an aggregate or totality on the basis of which a judgment or inference about the aggregate or totality is made. In other words, it is the process of obtaining information about an entire population by examining only a part of it. In most of the research work and surveys, it if usual approach happens to be to make generalization or to draw inference based on samples about the parameters of population form which the sample data will enable him to estimate the population parameter. The items so selected constitute what is technically called a sample, there selection process is called a sample design and the survey conducted on the bases of sample is described as sample survey. Sampling can save time and money. Sampling may enable more accurate measurement for a sample study generally conducted by trained and experienced investigators. Sampling remains the only choice when a test involves the destruction of the items under study. The need of the training arises to match the employees specification with that the job requirements and organization needs. Identification of the training need for employees is also very important. The research work done in this project by collecting unary and secondary data and analyzing it the conclusion is drawn. The primary data mainly consider here is the data collected from the discussion and interviews. The questionnaire was filled through them. The type of questionnaire is given at the

end of the project. The secondary data collected from the personnel records and studding the brief study about the training policies. Primary data source: Survey, Questionnaires Sample size:100

Sampling Technique: Survey sampling Method Research study and explain why we are using a particular method and why we are not using other so that research results are capable of being evaluated either by the researcher himself or by others. Sample size of project specific that sampling Technique chooses by me Survey sampling method.

CONCEPTUAL BACKGROUND
In many companies, the number one marketing priority is to create customers. Management consultant peter Drunker explained many decades ago, whet his effort succeeds, the company is rewarded by making sales. According To drunker, building customer relationship a series of interactions between customer and a company over time Will produce more sales and profits than will focusing on sales transactions alone .this is why more companies are placing greater emphasis on retaining customer .

Definition The specific niche in which the brand defines itself as occupying in the competitive environment. Positioning addresses differentiating brand attributes, user benefits and target segments, singly or in combination.

Understanding how brand are built and managed requirement an understanding of how relationship-building communications are created and managed. This chapter explains what a brand is, described how brands are created, and looks at the characteristics of brand-customer relationships This brand are built on an underlying singular idea that drives each organizations

communications and behavior across all channel, from inside out .this enables all brand communication to be consistent .the new interactive media create new kinds of brand identity challenges and experiences that must be taken into consideration such as how companies respond to customer initiated contacts. Nilkamal brand building process begins with research that uncovers, interprets and expresses a companys unique qualities and hidden values. This information comes from in depth interviews with the companys employees and from a close analysis of the companys evolution and strategic development s. the objective of this analysis is to harvest and articulate, inspirational, and transformational idea for the brand a promise the

company can rally behind and deliver upon. Another service offered by Nilkamal is showing clients how to integrate the brand promise into every point of contact with key internal & external stakeholder. This accomplished with redesigned logo and packaging system that maintained the brands roots, while at the same time opening the door to new business opportunity that leverage the core brand values that toms of Maine had built over the year.

An internal marketing campaign used the corporate magazine and a flagship brochure to bring this message to employees. Employees and dealer/customer materials were developed to carry this message, and it was also included in the companys annual reports and corporate videos .brand training programs included in the corporate Voice book, which was given to all communication managers. A customized training program with supplemental course book and interactive training game was designed to make sure that the new philosophy was widely understood and adopted and by Employees. The same message was then taken public through TV commercials to reach customers and reach customer and prospects Brand Positioning describes the brands perceived attributes in relation to competing products. Brand: A customers expectation from a name Positioning: A place in the mind of your prospect When a new brand appears in the market, the consumer gets acquainted with it and starts collecting information about it. On the basis of this information the consumer creates an opinion of the brand and establishes a brand image. For a stable market position of a brand, consumer awareness of the new brand on the market is not sufficient. The consumer must prefer a brand and have a positive assessment of it as well as considering it in its purchasing decisions. Positioning means the place the product occupies in consumers minds relative to competing products. Typically it is defined by consumers on the basis of important attributes.

A companys positioning and differentiation strategy must be changed as the product, market, and competitors change over the product life cycle (PLC). In other words we can say that position of any brand is also decided by the graph of product life cycle.

Brand does play an important role in the product life cycle.

More important in this discussion, then those two points, is what happens when you have a declining product with a large brand loyalty base and you use innovation to the result is a dramatically sharp curve upward of adoption

Brand positioning is the standing of Brand in Comparison With its Competitors on the minds of customer, prospect and other stakeholders. The positing concept was developed by AL Facts about Life Cycles: Products have a limited life.

Product sales pass through distinct stages.

Profits rise and fall at different stages.

Products require different marketing, financial, manufacturing, purchasing, and human resource strategies in each stage.

DATA ANALYSIS
Data refers the raw data collected through questionnaire and the term analysis refers o the computation of certain measures along with searching for patterns of relationships or that exist among data groups. The data, after collection, has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all relevant data for making contemplated comparisons and analysis. Processing implies editing, coding, classification and tabulation of collected data so that they are amenable to analysis. In the process of analysis, relationships or, differences supporting or conflicting with originals or new hypothesis should be subjected to statistical test of significance to determine with what validity data can be said to indicate any conclusions. Analysis was done through the information collected by personal interviews and records kept with the selling department. The following records were explored for the purpose. Product Quality. Service Quality Price Product Performance. On Time Delivery Resolution of Complaint. Customer Satisfaction level. Product specification. Companys collection of payment. Product profile. Demand of product is higher in the market.

Interpretation and Analysis

1) Do you know about NILKAMAL Furniture?


Table No.1

(SAMPLE SIZE 100)

Sr No. 1 2

Respondance of Customer Yes No Total

Response in % 92% 8% 100%

Graph No. 1

PERCENTAGE, NO, 8%

PERCENTAGE

PERCENTAGE, YES, 92%

Interpretation: In the above graph mention that the 92% of people are aware about NILKAMAL Ltd Company.

2)

Which Brand will you prefer?

a)Nilkamal b) Prince c)Supreme d)Other

Table No.2 Sr.No. 1 2 3 4 No.of Company Nilkamal Prince Supreme other Total Response in % 75% 10% 10% 5% 100%

Graph No. 2

Interpretation:In above graph shown that the 75% customer opinion is they are use or prefer the Nilkamal furniture.

3)

You are satisfied with NILKAMAL furniture?

a)yes b) No

Table No.3

Sr.No. Customer Response


1 2 Yes No Total

Response in %
90% 10% 100%

Graph No.3

Interpretation:In the above graph shown that the there 90% customer opinion is thay are satisfied the Nilkamal furniture.

What is the quality level of the product?

a) b) c) d)

High Medium Low Not satisfied

Table No.:-4

Sr No. 1 2 3 4

Customer response High Medium Low Other Total

Response in % 70% 15% 10% 5% 100%

Graph No.:-4

Interpretation:In the above graph mention that the quality level of product, there are 70%customer opinion is product quality is high.

Why you are purchase theNilkamal product?

a) b) c) d)

Price Quality Brand image Other

Table No:-5
Sr No. 1 2 3 4 No of customer respondance Price Quality Brand image Other Total Response in % 5% 80% 10% 5% 100%

Graph No.:-5

Interpretation:In the above graph mention that the 80% customer preference to quality.

Which method you are using to purchasing the product?

a) b) c) d)

Cash purchase Credit purchase Installment Other

Table No.:- 6 Sr No. 1 2 3 4 Purchasing Method Cash purchase Credit purchase Installments Other Total Result in % 85% 5% 5% 5% 100%

Graph No: - 6

Interpretation:In the above graph shown that the mostly customer use the cash purchase method.

Did you face any problem with product?

a) Yes b) No

Table No: - 7 Sr.No 1 2 Customer response Yes No Total Response in % 5% 95% 100%

Graph No:-7

Interpretation:In the above chart shown that the 95% customer say that the no problem face of the product.

What you expect to any changes the product?

a) Yes b) No

Table No:-8 Sr.No Customer response 1 Yes 2 No Total Response in % 60% 40% 100%

Graph No:-8

Interpretation:In the above graph indicate 60% customer expect the change in the product.

Which type of changes you are expecting?

a) b) c) d)

Quality Structure Color Other

Table No:-9 Sr No. 1 2 3 4 Expected change Quality Structure Colour Other Total Change in % 20% 50% 20% 10% 100%

Graph No.:-9

Interpretation:In the above graph shown that 50% customer want to changes in the Structure of product.

10

Which type of service provide after purchasing?

a) Solve the defect b) Replacement c) Other

Table No:-10

Sr .no 1 2 3

Customer response Solve the defect Replacement Other Total

Response In % 15% 80% 5% 100%

Graph No.: - 10

Interpretation:In the above graph mention, the 80% customer say that the company Replacement of product after purchasing.

11

What is the performance level of product?

a) b) c) d)

Excellent Good Average Below average

Table No:-11 Sr.No 1 2 3 4 Customer Response Excellent Good Average Bellow Ave Total Response in% 70% 15% 10% 5% 100%

Graph No:-11

Interpretation:In above graph the performance level of product, there are 70% customer say the performance of product is excellent.

12

Do you have experience about to get claim?

a) b) c) d)

Fast Moderate Slow No

Table No:-12 Sr.No 1 2 3 4 Response of Claim Fast Moderate Slow No Total Response in % 65% 20% 10% 5% 100%

Graph No:-12

Interpretation:In the above graph the customer opinion of the response about the claim is fast.

13

Frequency of purchasing the product?

a) b) c) d)

0-2 year 2-4 year 4-6 year 6 & above

Table No:-13 Sr.No 1 2 3 4 Customer response 0-2 year 2-4 Year 4-6 Year 6 & above Total Result in % 15% 20% 45% 20% 100%

Graph No.:-13

Interpretation:In this chart shown the customer purchasing frequency of product is 46 year.

14

Which company gives you the best availability of the a)Nilkamal products? b) Prince c)Supreme d)Other

Table No.14 14 1 Nilkamal 2 Prince 3 Supreme 4 Other

Name of Company 75% 10% 10% 5% 100%

Result in %

Total Graph No:-14

Interpretation:In above chart mention that the 75% customer says the Nilkamal provide best availability of product.

Findings
The 92% people are aware about Nilkamal product. There are 75% customer prefer the Nilkamal (brand) product. There are 90 % customer are satisfied about Nilkamal Product. The 70% customer say that the Nilkamal provide the High quality level of product. The maximum customer purchases the Nilkamal product. The 85% customer using the Cash purchase method of purchasing the product. Those customer uses in Nilkamal product the only 5% customer face the problem of about product. The no. of customer expects any changes of product. The 50% customer expecting the changes about the structure of product. The 80% customer say that the Nilkamal provide the Replacement services after purchasing. The 70 % Customers opinion about performance level of product is excellent. The maximum customer says the company gets fast response about the product. There are 45% customer say that they purchasing frequency of product is 4-6 year. The 75% customer opinion about Nilkamal industry provides best availability of product.

LIMITATION:
The main limitation was the factor, as there are many more users or customer but the time duration project was not sufficient contracted only 60 days college. The sample of 100 respondents may not be the true respondent of entire popular. For this study, I have covered institution areas of Aurangabad Vaijapur area, which would not yield result required for company Getting appointment with mostly concerned person was difficult. As most of the time he or she was found busy either with their client or business. So it was difficult to contact them on my suitable time. It was found that waiting time for a concerned person was more than the interview time. The duration of interview was hardly 15-25 minutes for that one may have to wait for hours. The managers did not provide adequate data, as they were scared about providing actual data such as number and sizes of product. Company had not provided me the customers database, which was problematic to me. contract all of them. There for I have

Suggestion
Company should improve the promotion strategy of product. .The company should focus on advertisement should be given so as to improve the brand image of the company The company should know its customers satisfaction level throughout doing periodic surveys. Periodic surveys can treat customer satisfaction directly. The company should have provided high quality level product so 100% customer satisfied about the quality.

The company should try to provide the concession of product, so 100% customer
purchase the product. The company should improve the highest quality of product, so minimum problem face the customer. The company should try to changes in structure of product, or The Company should make changes in product according to the other competitors and according to the customer expectations. Company should provide quality of product so that customer can uses the product for maximum years The company should focus on channel of distribution & transportation, so that product easily available to the customer.

CONCLUSION:

Nilkamal Plastics and Nilkamal Furniture is a well-known name and people seem to identify any tools table, chair, Crates & Bins as a Nilkamal Product. Quality & Price factor was found as one of the main reasons for customers to use its product. The other reason was found as their habit of using wooden crates and pallets. It will take time to shift those customers from using wooden to plastic.

About 90% of industry has showed a positive response towards the product. The project research shows that innovative products can give the spontaneous result if it is marketed well. The satisfaction level of customers regarding its product was up to the mark, which was around 90%. The company is creating brand image of furniture industry. The Nilkamal industry maintains the quality of product up to the mark.

Annexure

Questionnaire design

:
{ATTACH CARD OF PERSON VISITED}

Details of party visited

Industry Type: ___________________________industry size: large/medium/small.

Name of the company: ___________________________________________

Postal Address: ___________________________________________________ ___________________________________________________

Contact person: ___________________Designation:_______________________

Tel no:

___________________________________________________

Email:

__________________________________________________

Sr. No

Question

Option (Please tick mark)

Do you know about NILKAMAL Furniture?

a) Yes b) No a)Nilkamal b) Prince c)Supreme d)Other

Which Brand wills you preferred?

You are satisfied with NILKAMAL furniture?

a)yes b)No

What is Quality level of product?

a)High b)Medium c)Low d)Not satisfied

Why you are purchase the Nilkamal product?

a)Price b)Quality c)Brand Image d)Other

Which method you are using to purchasing the product?

a)Cash purchase b)credit purchase c)Installment d)Other

Did you face any problem with product?

a)Yes b)No

What you expect to any changes the product?

a)Yes b) No

Which type of changes you are expecting?

a)Quality b)Structure c)Colour

d)Other 10 Which type of service provide after purchasing? a)Solve the Defect b)Replacement c)Other 11 What is the performance level of product? a)Excellent b)Good c)Average D)Below average a)Fast b)Moderate c)Slow d) No a) 0-2 year b) 2-4 year c) 4-6 year d) 6 & above a)Nilkamal b) Prince c)Supreme d)Other

12

Do you have experience about to get claim?

13

Frequency of purchasing the product?

14

Which company gives you the best availability of the products?

BIBLIOGRAPHY

www.nilkamalltd.com www.nilkamalplastics.com www.wikipedia.com www.google.com

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