airolam laminates sip project

A Project Report On

Dealers Satisfaction towards Airolam LaminatesSubmitted to S.V. Institute of Management, Kadi Summer Internship Programme In fulfilment of the requirement of the award for the degree of Master of Business Administration In Gujarat Technological University Under the guidance of Prof. Sushil Mohanty Assistant Professor S.V. Institute of Management, Kadi Submitted by Name Enrollment No. Batch Mr. Lalit Vankar 117490592102 2011-13 Semester- III, June-July 2012 Mr. Deepak Singh 117490592034 2011-13

Institutes CertificateCertified that this Comprehensive Project Report Titled A Study on Dealers satisfaction towards Airolam laminates in Mehsana and Himatnagar cities is the bonafide work of Mr. Lalit H. Vankar (Enrollment No.107490592102) and Mr. Deepak R. Singh (Enrollment No.107490592034), who carried out the research under my supervision. I also certify further, that to the best of my knowledge the work reported herein does not form part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

___________________ Signature of Faculty Guide Prof. Sushil Mohanty (Assistant Professor)

___________________ Signature of Head of the Department Prof. (Dr.) Bhavin Pandya (HOD, SVIM, Kadi)

Students DeclarationWe, Lalit Vankar and Deepak Singh, hereby declare that the report for Comprehensive Project entitled A study on Dealers satisfaction towards airolam laminates in mehsana and himatnagar cities is a result of our own work and our indebtedness to other work publications, references, if any, have been duly acknowledged. Place: Date: Mr. Lalit H Vankar. Mr. Deepak R. Singh

PREFACEKnowledge and human power are synonyms, once said the great philosopher Francis Bacon. However based on the experience within todays global markets, he would probably say, The ability to capture, communicate & leverage knowledge to solve problems is human power. This raises the question how exactly one can best capture, communicate & leverage knowledge, especially within world of system engineering. The answer probably lies in statement itself by communicating your ideas and devising ways and means to give shape to your plans in to reality, which requires a long-term planning, investment and shrewd thinking. The tryst for knowledge and power led me to two years M.B.A. degree course as part of this long-term investment. This course not only enabled me to focus firmly on the current trend but also helped to focus on future changes. As a part of this M.B.A. degree, students have to undergo a project, which is designed keeping the prerogative and preferences of industry in mind. This particular project allows a student to implement what he has learned within the four walls of classroom. It is here that the caliber of student is tested to find his flexibility for rigorous tasks assigned to him in future. This report that I am submitting intends to highlight my versatility in sustaining the pulls and pressure of day to day professional life and put to perspective the facts that I am capable enough to deliver whenever a challenge is thrown to me. This report is divided in two parts. The first part gives the basic information about the project, the industry and the company. The second part consists of Research Analysis and Conclusion on the basis of particular Research Process. At the end I have provided a short list of the reference books and the sites that provided useful information during the project.

S.V.Institute of Management, Kadi

ACKNOWLEDGEMENTKnowledge in itself is a continuous process. At this moment of my substantial enhancement I rarely find enough words to express my gratitude towards those who were constantly involved with me during my project and making it a success. Men become good through practice than by nature. We are grateful to Prof. Sushil Mohanty, faculty of S.V. Institute of Management who created this opportunity to work on the project. We are also thankful to our head of the department prof. Bhavin Pandya and all the faculty members of S.V. Institute of Management on for all their suggestions and help that we obtained from them directly or indirectly. We are highly obliged to Mr. Pinkesh Gandhi, Marketing manager at Airolam LTD. for allocating such an interesting and challenging project. In-spite of being very busy, he was ready to help us whenever required. The whole staffs of Airolam Ltd. was highly co-operative and we are thankful for all the support they extended to us. We would also like to thank our parents and all our friends who have helped us, though indirectly, throughout the project duration and always have been a source of encouragement.


EXECUTIVE SUMMARYToday is the age of globalization, and competition has become a regular feature in every industry. Every player in the market has to strive hard to sustain. Good marketing strategies are always assisting the companies to survive and grow. Consumer is the king of the market today. He is the one who chooses from all the available brands and selects the company of his will. The impact of digital revolution on Dealers Behaviour sets the tone for setting up the modern marketing strategies that includes the study of dealers behaviour, its diversity and its development. The companies today use the past consumption behaviour as a foundation for creating and keeping satisfied and profitable life time customers. Dealers Research is an important tool for understanding the consumer behaviour. Consumer Research describes the process and tools used to study consumer behaviour. The outcome of this dealers research enables the marketers to understand and predict the dealers behaviour in the market place, it is concerned not only with when, why, where, how and how often they buy it. Consumer Research is the methodology used to study dealers behaviour, it takes place at every phase of the consumption process: before, during and after the process. Thus, Dealers behaviour study has become an integral part of strategic marketing planning. Airolam is one of the leading companies in the organized sector of Laminates industry in India. I have tried to conduct a survey on Dealers satisfaction towards Airolam laminates. For this purpose I have prepared a questionnaire that includes most of the questions giving information about the overall consumption pattern and preferences of dealers. The sample size was 100, dealers from the different areas of Himmatnagar and Mehsana. The report also includes the important facts about the entire laminate industry and the SWOT analysis of all the major laminate players of Gujarat including Airolam.


The major findings that I got from this research include the following facts: The preferences for going out to use laminate and bringing it at home are equally likely. Most of the dealers go to distributers for the laminate products of different companies. The frequency to give order for laminate to distributers of is more than 3 times per week; however this is affected by seasonality factor. Dealers generally like to order for laminate whenever there is demand for laminate from the customer as per as there selection. Most preferred type of ordering the laminate product is when the customer demand for laminate as per as the basis of design and and also quality. There must be good quality and having a very nice design is preferred by the dealers because that is always demanded by the customers. Brand, Quality and design are the important factors as considered by people while purchasing laminates. Promotional activities should be increased as far as the whole laminate industry is concerned. Airolam is the most preferred Brand of laminates.



Chapt er No

SUBJECT INDEX PARTICULAR Preface Acknowledgement Executive summary (Index)

PG. NO.

1 1.1 1.1.1 1.1.2 1.1.3 2

Chapter No. 1 INDUSTRY OVERVIEW (MACRO LEVEL ANALYSIS) Introduction about laminate Laminate industry trend in china Laminate industry in USA Others Chapter No. 2 COMPANY ANALYSIS/FUNCTIONA ANALYSIS (MICRO ANALYSIS) Brief Profile Of the Company Products Stages in process Production department 2.6.1 2.6.2 2.7 2.7.1 2.7.2 2.8 2.9 2.9.1 2.9.2 Production department strength Production department weakness Human resource department Human resource department strength Human resource department weakness Manufacturing process Marketing department strength Marketing department weakness Chapter No. 3 LITRETURE REVIEW 22 23 24 28 29 31 18 19 1 2 4 8

2.1 2.4 2.5 2.6

10 15 19

3

4 4.1 4.2 4.2.1 4.2.2 4.3 4.5 4.6 4.6.1 4.6.2 4.7 4.7.1 4.7.2 4.7.3 4.7.4 4.8 4.9 5 5.1 5.2 6 7 8 9

Chapter No. 4 RESEARCH MATHODOLOGY Research Title/ Problem Statement Research Objective Main Objective Sub objective Research Design Research Approach Data of source Primary source Secondary source Sampling Plan Sampling Frame Area Sample Unit Sample Size Sampling Type Techniques Limitation of Research

33 33 33 33 33 33 34

34

35 35

Chapter No. 5 DATA ANALYSIS & INTERPRETATION Data interpretation of Himatnagar Data interpretation of Mehsana CHAPTER- 6 FINDINGS CHAPTER7 SUGGETION CHAPTER8 BIBLIOGRAPHY CHAPTER9 ANNEXURE

36 63 90 92 94 96

1. 1.1 1.2 1.3 1.4 1.4 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 2 2.1 2.2 2.3 2.4 2.4 2.6 2.7 2.8 2.9

Table chart Data interpretation of Himatnagar Shows Dealers awareness about Airolam Shows different brand sell by Dealers Shows satisfaction level for Airolam Brand Reliability statistics Shows satisfaction level for Airolam Brand Shows level of response for Airolam Brand Shows Opinion about design available of Airolam Shows recommended to buy Airolam product Shows enough stock/order opportunity Shows Promotional schemes expect from Airolam Show required immediate improvement in Airolam Show preference to choose laminate dealership Factor Analysis Anova Analysis Data Interpretation of Mehsana Shows Dealers awareness about Airolam Shows different brand sell by Dealers Shows satisfaction level for Airolam Brand Reliability statistics Shows satisfaction level for Airolam Brand Shows level of response for Airolam Brand Shows Opinion about design available of Airolam Shows recommended to buy Airolam product Shows enough stock/order opportunity

PG. NO. 37 38 40 42 43 44 45 47 48 49 51 53 55 61 63 64 65 67 68 69 71 72 74 75

2.10 2.11 2.12 1.13 1.10

Shows Promotional schemes expect from Airolam Show required immediate improvement in Airolam Show preference to choose laminate dealershipFactor Analysis Anova Analysis

76 78 80 82 96

INDUSTRY OVERVIEWINTRODUCTION ABOUT LAMINATES: Decorative laminates have a wide range of applications in interior decoration in homes, offices, hospitals, railways, ships, and aircraft. However, the more commonly known applications are in houses and offices as table-tops and exterior paneling in built -in storage compartments in kitchens, bed rooms, etc. and for wall paneling. Decorative laminates, also called high pressure laminates, are basically a form of plastic sheets. The basic raw materials for manufacturing decorative laminates are kraft paper, base paper (which provides the design), tissue paper (which partly provides the finish), phenol, formaldehyde, melamine, and methanol. The manufacturing process is carried out in batches. First, phenol formaldehyde resin and melamine formaldehyde resin are applied on kraft paper, tissue paper, and base paper through impregnation and these are dried in hot air drying system. These papers are then cut and several layers of them are put together depending on the thickness required. Stainless steel moulds are placed on these sheets and a pressure of 3000 tons at a very high temperature is applied. The laminated sheets thus prepared are trimmed on all sides and the back of each sheet is sanded to make it rough for proper bonding. The sheets are finally packed in wooden crates. The designs on laminated sheets depend on the design of the base paper. The more popular ones are wood-finish, floral designs, and plain colour designs. The finish on top of the laminated sheets depends on the type of stainless steel moulds used; gloss finish and mat finish being the more common. Decorative laminates are available in various thicknesses as well and thickness is one of the major determinants of their price. At the lowest end of the price and thickness range are laminate sheets with 0.6 mm thickness and at the other end of the range are sheets with 1.5 mm thickness. In between these ranges are sheets of 0.8 mm and 1.0 mm thickness. A laminate sheet of 0.6 mm thickness is available for Rs 300 to Rs 350 whereas for a sheet of 1.5 mm thickness the price ranges between Rs 700 and Rs 800. The commonly known decorative laminate sheets in India are only one type of high pressure laminates. In other developed countries, exterior grade laminates, floor laminates, solid colour laminates, etc. are quite popular.

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GLOBAL SCENARIOLAMINATE INDUSTRY TREND IN CHINAThe floor as the end product directly to consumers, many enterprises and there numerous brands to get the attention of consumers to have a positive participation in competition, and there are some enterprises abroad and together participate in international competition, the competitive environment is created in china laminate flooring modernization of the marketing concept of mainstream business. With Chinas sustained economic growth of the acceleration of urban and rural construction, the national real estate industrys rapid development, rapid increase in peoples living standards, home decoration continues to heat up, while the states industrial policy, support for the wood flooring provides a good market environment, creating a huge market demand. Chinas urbanization rate of 1 % per year growth, resulting in a large number of urban housing needs, housing needs, housing, and re-decoration will also generate substantial demand for office space use, the use of commercial premises, the rural market development etc. will also be massive release of wood flooring market demand. Chinas GDP growth rate remained at 7 point or more. Urbanization, new population and housing demolition drive double-digit growth rate, quality of life and the pursuit of taste makes the use of paving materials in the ground floor, the proportion has steadily increased. These factor make the steady growth of domestic demand, the main direction for future market development and well developed town in country. With the acceleration of global economic integration, more domestic brands will enter the international market, foreign brands will enter the Chinese market; the international market development has kicked off, with further planning pioneer is now located outside the library and set up factories. Chinas wood flooring has been sold in North America, Western Europe, the Middle East, Australia. Northern Asia. And south east Asia. Continued strong demand for providing development opportunities, the games winner will be able to occupy a substantial market. Process of development will continue to face new problems new challenges wood flooring industry by leaps and bounds as well as some new problems and facing some new challenges : such as laminate flooring board prime stable supply of the quantity and quality, many enterprise-scale structure is not entirely reasonable, wood flooring business and brand number is obviously not a long-term co-existence; now relies on exports of low price competition will certainly encounter the dumping and other trade barriers. Product variety is still not fully meet the needs of the market, R & D and innovation are the soft underbelly of ourPage | 2


industry, the scarcity of original type of independent intellectual property rights, patent rights has become chinas laminate flooring a major obstacle to the developed countries toward Europe and the united states. Information technology in its infancy, the market disorder seriously affect the normal operation of the industry, low priced dumping of fake and shoddy is the industrys ills. Conservative management philosophy is the bottleneck restricting development of the industry. Most enterprise has weak brand awareness for sustainable development hinder business and industries. To this end, must be implemented for resource integration and enterprise-grade, industry standard big upgrade in order to achieve great development by leaps and bounds.1

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(http://.www.articlebase.com/enterpreneurship-article/china-laminate-flooring-industry-trends2102075)Page | 3


Laminate industry in USALaminate industry is the most significant change in the sector made over the past 25 years and continue to make enormous change and improvements on parts of surface is difficult to counter. In Europe, they were enjoying their features and benefits for several decades, but not as we know today as laminate flooring. Decorative laminates was really the origin and the beginning of what is known today as laminate flooring. The laminate was commonly used in kitchen countertops and furniture, as the technology industry in the table above laminate, it was developed it become clear that the in finite number of designs that could be created could also be created and used on the floor. The idea of laminate flooring was born. There have been many technical problems, the first of which, as you can take a simple counter top laminate floor and create a product, the product will have a floor much more abuse from kicks and wear layer, was created. Time lines in the U S market, the next stages of growth were equally fast, and kill them chronological order. 2000 was particularly painful for carpet manufacturers in Delton, Georgia carpet were completely blinded by aggressive marketing of laminate flooring against herf and thats where the ads rolled shares took most of their market by touting the rolled product as ahypo-allergenic and first floors of carpet, mites and bed bugs did nothing to help the local carpet manufacturer. All wood flooring company benefits. It was exciting year for seller of laminate flooring, with installation demonstration and paste terrible plans. Each year 2001, proceeds in 2000 involved new, exciting and innovative changes in the market for laminate flooring. The first change really began in 2001 free adhesive laminate. This was presented with metal brackets on the back and during the time of sale presentation, as you put together, you almost need a hammer, an attempt was unlikely that the method together. It is not very popular, but the concept was created, what we needed was the design and solution.

2002 A year later, the technology has been the least Laminates flooring glue came the introduction of glue-less Laminate flooring began revolutionizing the industry. Unlink industries Belgium quick step- introduced in the U S market. Quick step uses the patented unclip common as an industry standard for glue- less technology. Only 95% of US market was glue the laminate, it took even more aggressive marketing and this time mainly from home centres with names like easy-lock-LED, quick-lock, lockPage | 4


speedyetc., to guide the consumer to the exceptionally friendly DIY is glue less laminate flooring It was predicted in 2002 that acquires 2004 100% of the laminate industrial floors without glue. 2003 is the time it was revealed a year industry trends laminate flooring products, increase sales per square foot, but the challenges to patents on the firm and who created and who could use it emerged, and would continue for many years. In addition to complaints of technology is now satisfied with the installation without glue now a free product very DIY friendly focused on creating product hardwood realistic as possible. These changes in 2004 saw some dramatic quality of the product in the laminate. the product standard adhesive- free laminate 7 wide by 54 long and had a slight effect tick, the panels went together with glue- less free locking system. Mostly all the products were imported and in particular from Europe. Towards the end of 2004 laminate factories (though not fully integrated into small compared with European collages) started all over Italy. Thee major U S producers of laminated invested carpets were not fully integrated (we can explore the importance of vertical integration that later). But that showed the American dealers and distributers that the product is here, and it was time to start up a horse. This has led to more innovation introduced from overseas, was the first ina wood grain texture- the same was heavier wood laminate texture, but it was random and not very realistic in an update modest effect, first all producers have to improve this for $0.20 SF for distribution, but the reality was that there was an increase in cost to the producer the plot of these trying to sell products- it was just another pressure plate. In 2005 complaints relating to the closing, the way the dispute is not about simply closing the angel of the joint rolled along, the complaints focus on all threaded. Hunting in order to create an exact replica of the wooden floor and still characterized by a technology called register and relief or registered and lead. The idea of this was the reason for the oak, for example, is perfectly into the jagged wooden plate, so that the texture of oak or cherry feels unrealistic. All manufacturers just drove the technology requires a relatively simply process; you create the right paper ( dcor pattern) and have a printing plate and the end of the manufacturing process to fit the paper template and then impresses the grain.Page | 5


Legal argument that came up with this technology, all followed. 2006 the year of branding, dealers with their brand search, the position of producersone of the largest search as a vinyl, as the position of market leader. Acquisitions also followed, Mohawk industries, has purchased unlink quick-step in2006. This was also the year of house business centers, where the product supplied by one of three major centers of US home was the ultimate goal. One of the largest manufacturers and distributers with a carpet factory in Dalton we won the business with home depot. Pergo was also a producer of vinyl had been placed in there private line labelled laminate lows home stores. As a manufacturers of vinyl and not a producer of laminated. The establishment has moved like a big problem and fundamental weakness in their purchasing policy lows home improvement only directly from the factory. A large group of Switzerland and manufacturer of laminate flooring with largest plant in the world in the holy sculpture, Germany quietly built a power plant in barn well, SC, and at the right time could replace the manufacturer vinyl as a supplier of lows home improvement. 2007 the question has actually seen the legal to the interlocking end system originated as a two laws, one under vialing. Unclick with about 100 partners and licensees to pay royalties of about $0.04SF to 0.07SF. Licences were granted worldwide, and this has led to resurgence of china laminate flooring. In the mid-1990s, china was one of the fastest growing markets in the world and rolled most of which was provided by container dimensions of the month- and 2400 pallets per month. It did not take much ingenuity to china to copy the process and buy in 2001, china had returned a number of factories ( with large public subsidies), were some of these products, as imports in the US, but the issues associated with potential legal block and freezes out, fly warning discouraged most traders. 2008 china was again , this time had large factories and licence agreement legitimate , that the machines were made of laminate flooring in Europe has been excellent and the quality of product. Market tactics were equally excellent, but go after the market low-end dog- fighting in 7mm and 8 mm , have created a new look. A narrow shaft and bevelled edges of this new council was limited to about 5 cm compared to the standard 8 by Europe, with 5 table a broad vision and recorded in combination with smoothing, embossing, and had anew final soil.

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This was all about the last 25 years peaked at this time a plan that looked narrow broad 5 inches wide, bevelled or micro-bevel on all four sides, realistically textured surface and had a lifetime warranty. The European regulated, but were intended, for once the back foot, china laminate instead of the low- end market with high quality, the highest quality, could be bought, and could and make it accessible to united states of America market. Is not clear where you can exist in 2009, can exist in 2009, but the same was probably said in 2005, laminate flooring now as good in appearance, it does not say that sets it apart from real hardwood, the only clue is the price of laminate flooring is much less expensive than real wood with a wider range of colours. 2009 is a difficult economic year, and is so 2010 th consumers will focus on price and quality. Brand is less important as consumers increasingly educated. The price fluctuations huge round four and narrow board from a dealer for $55F price and additional $0.89SF and yet absolutely no technical different in the product. Consumer protection is the research and the gap has closed. Laminate flooring in the U S market is an extraordinary story of growth and ingenuity. I do not think a couple of tough economic years; have a great impact on future survival. It an excellent product and with some efforts and research by the consumer, can received incredible value.2 In the United States are estimated at about US $7 billion in 2008. Global market is poised to exceed US $21.2 billion in 2009, with Europe accounting for about 28.5% of the worldwide revenues. Driven by increased demand from developing nations, sales of decorative laminates in Asia-pacific are projected to exceed US $3.48 by 2012, as against an estimated US $2.75 billion in 2007. Kitchen and bathroom applications, furniture, flooring, sore fixtures, and wall panels, latent demand patterns are quantified across major geographic market verticals including the United States, Canada, Japan, France, Germany, United Kingdom, Italy, Spain, Asia-Pacific, and Latin America, among others. Also provided in the report is an enumeration of recent mergers, acquisition, and other strategic industry activities. The report analyses the market size in term of dollar sales over the year 2001 through 2010. Long term projections are presented for the year 2011-2015.32

(http://kronotex.myblogtrade.com/2010/04/02/laminate-history-time-line-and-the-u-smarket/) (http://www.stretegy.com/decorative_lamiantes_market_report.asp)Page | 7

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Global Laminate Flooring Market to Reach 1.92 Billion Square Meters by 2017, According to a New Report by Global Industry Analysts, Inc. GIA announces the release of a comprehensive global report on laminate flooring markets. The global market for laminate flooring is forecast to reach over 1.92 billion square meters by the year 2017, driven by escalation in new housing starts and residential replacements, inclusive of the burgeoning DIY consumer market. Intrinsic cost-to-value benefits of laminate flooring, in addition to high durability, innovative designs and superior finish makes it one of the most sought after flooring types in the market today. Recovery in the global floor coverings market post recession is expected to brighten growth prospects for the laminate floorings market as well, with sales steadily picking up. Asia-Pacific, driven by tremendous demand from China and India, is set to witness continued increments over the next decade. The worldwide laminate flooring market registered a phenomenal change over the last few years, led by developments in printing technology, high resolution scanning and finishes that are mirror images of real wood/timber. The market has made significant inroads into the global floor coverings market worldwide over the last decade or so, taking over from other hard surface flooring varieties. The floor coverings industry is witnessing a continuous shift away from vinyl, hardwood and ceramic flooring to laminate flooring. Performance of laminate floorings was instrumental in underpinning strong growth in the overall market for hard surface floorings in the recent years. Increasing concern for environmental protection among consumers and rising preferences for high-end products are the main contributors to the above-average growth in the market. Laminates with close resemblance to wood, and advantageous features of durability, beauty and novel designs capable of replicating granite and stone, are creating myriad decorating possibilities for residential and commercial interiors. Residential replacements (including DIY.) and new housing starts constitute two of the largest end-use segments for laminate flooring. Laminate flooring usage in the DIY installation sector expanded appreciably in the recent past, and is likely to continue in the future. Accelerated growth is projected from the transportation sector, comprising of industrial equipment. floor covering applications in operator compartments of

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Realistic finishes and designs have helped in keeping laminate flooring one step ahead of other conventional flooring options including timber and carpet. In addition, technological advancements, resistant surfaces, quick fixing and wide variety of designs have lent a big hand in popularizing laminate flooring. Laminate flooring designers are rolling out unique designs ranging from floral motifs to graffiti to logos and even maps. Handscraped and distressed design laminates are currently the most popular designs in the global laminates industry. The pored structure concrete look is another emerging laminate design, which is finding increasing number of takers. Akin to several other industries that embraced the 'Green' concept, the laminate floorings industry has also been investing in R&D for greener products, anticipating that the green movement might have a positive impact on consumers' flooring choices.

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C H A P T E R IntroductionPage | 10


Brief about the companyAirolam Ltd. Is a laminate maker that is striding ahead with a sense of mission. The company is putting in place everything required to deliver a great experience and value for its stakeholders customers, builders, architects, interior decorators, dealers and its own people. Airolams promoters are a group of known industry performers, whose previous tenures were marked with very good track records. They bring on board invaluable industry expertise and customer insights. They are leaving no stone unturned to fulfill their vision to make Airolam one of the countrys top laminate makers. People at Airolam have been handpicked for their professionalism, knowledge and depth. M/S.AIRO LAM LIMITED is closely held public limited company incorporated on 22nd October. 2007

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Promoted by Pravin N. Patel Bharat D.Patel Jasubhai A. Patel Utkarsh R. Patel Kamlesh J. Patel Prafulkumar D. Patel Suresh H. Patel Babu D. Patel

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BASIC INFORMATIONCOMPANY NAME

Business Type Product/service (we sell):

Airolam Limited Manufacture

Decorative laminates, industrial laminates Dalpur village, Nananpur Approach Road, Ta: Prantij, Dist.: S. K

Address:

Brands: Airdeco, Airmetal, Airfancy Number of employees: 101-500 people Company website http://www.airolam.com URL Ownership and CapitalYear established Registered capital: Ownership type: Legal representative/business owner: 2008 US $5 million-US$10 million Corporation/ limited liability company Mr. Pravin Patel

TRADE MARKETTINGMAIN MARKETS: Eastern Europe Oceania Mideast Western Europe $2.5 million- US $5 million 11%-20% US $ 2.5 million US$5 million

Total annual sales volume: Export percentage: Total annual purchase volume:

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Factory informationFactory size: Factory location: QA/QC: No. of production lines No. of R & D staff: No. of QC staff: Management certification Contract manufacturing: 3000-5000 Square Meters Dalpur village, Nananpur Approach Road, Ta: Prantij, Dist.: S. K In house 2 5-10 peoples 5-10 peoples ISO9000/9001/9004/19011:2000 others OEM Service Offered Design Service offered Buyer Label Offered

The Manufacturing Facilities The manufacturing of the products of the company is based on German Technology and it is equipped with a full range of ultra modern and latest machinery. This has been done to take care of the high expectations of the customers in the Indian and Overseas markets. The company will be of the markets. Airolam decorative laminates will be manufactured to International standards and will be positioned with the best in the market. The Products Airolam sheets ate made "from 100% imported design paper. 'A' Grade Kraft paper with quality resin, with superior back surface sanding for best adhesion Airolams are highly flexible Airolam will be manufacturing decorative laminated sheets including post form laminates used for surface applications in the furniture industry. Airolam products will find applications in kitchen furniture, workshops, bathroom furniture, interior doors, counter tops and interior wall linings. So be it homes, offices, libraries, schools, colleges, universities, hospitals and laboratories, hotels, restaurants, shopping malls, food courts, store interiors S airports In addition, Airolam will be manufacturing P re-lam mated Boards, Laminated floorings. Knocked down. Marketing The products will be reached to every corner of the domestic market of the country through proper distribution network of dealers and extended to overseas markets by setting up an appropriate network in each country.Page | 14


Research & Development Airolam Ltd believes in an ongoing R&D program which will allow the company to keep a vigilant eye on the market needs, expectations and respond to changes m needs, if any, in quick time. The company will benchmark its product qualities with the best in the industry. The company's R&D will be involved in continuous improvement in the products and in new product development. Exports Decorative Laminated Sheets manufactured in India has been well accepted in many overseas markets due to their superior quality and value for money. Airolam Ltd will be focusing on many such foreign markets to increase its business and to promote our country image. ISO Certification Airolam Ltd will focus right from the word go, on meeting customers expectations and delighting them with superior quality of products and clinical services. For this the company is already working on Getting itself certified with ISO:9001 standards. Airolam has all the features of a great laminate. Use it to your advantage. Airolam it for beauty and protection ISO 9001:2000 certified processes for quality assurance of international standards. 100% imported base paper for crystal-clear prints and patterns. German Sanding Technology for better sticking laminates. Resistance to boiling water allows you to spill scalding hot coffee or tea without worry. Resistance to stains reduces anxiety of housewife to ink stains made by children and stains made by coffee mugs, cooking utensils and crockery. Termite-proof and therefore, anxiety-proof. Feel good that you are conserving trees and the environment when you use our laminate.

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Products

Laminates world of Airolam limited content number of product and they are as follow.

Airolam regular product with European Design Paper with A grade Kraft in 1.00 mm Thickness.



Airolam regular product with European Design paper with A grade Kraft in 1.00 mm Thickness.

Airolam regular product with European Design Paper with A grade Kraft in 1.00 mm Thickness.Page | 16


Dealers Network of Airolam

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Production Department Strength Invention of laminates: Airolam limited is successful in introducing new designs in their product line. So with help of that design they can compete with the laminates producer, and reduce competition at certain level. Efficiency of the production process: Airolam limited is the first laminate manufacturers, who are using the latest equipment (sanding machine) and technology. They have focused on monitoring labour and productivity related issue and have also adopted a policy of constant improvement across all the major processes. This fact can also be verified from the fact that there average capacity utilization of the plant of is more than 90% in 2009-10. There trained and experienced manpower has also helped in streamlining the production process and increasing the output. Proximity to raw material sources: Airolam limited units are based in Gujarat which is clue to major chemicals raw material sources in Gujarat. Further they have the advantage of proximity to the site is connected by road, rail and air with kandla port, mundra port and Mumbai and other parts of the country. Raw materials are easily available at the site and can easily import via the ports mentioned above. More focus on quality and innovation: Airolam limited has given a lot of weight age towards maintaining the quality of there product. There facilities are certified under ISO-9000 2000 international standards. There research team has given innovative ideas regularly for producing new new design concepts for the laminates. The company certified ISI standards for best quality standards. They have been regularly producing new and innovative designs and they believe that they will continue to do so in the future. They have produced large number of colours, design and varieties of products in the indian laminates market. The company more fcus on finished sheet shall inspect and standard sheet dispatched after wrapping.

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Producing department weakness:

Airolam limited is dependent on imports for some of their raw materials. Some of the major raw materials required in the manufacturing of raw materials are imported from other countries. This includes design paper and tissue papers. On an average they maintain two months of stock of design papers as per on demand. In case design papers of the particular design is not available which demand is high or there is a delay in the procurement of design papers of other products, there operations may get adversely affected, which in turn may affect there profitability. Airolam is not fulfilling market demand As far as the production is concern the Airolam company is the newly entering company in the laminate market. The market has the different variety in the size of 5.00 to 30.00mm which is not possible for the firm which is recently entering in the field the company is now focusing on the design of the laminate rather than size. But in the future company should go for the various sizes in the laminate. Airolam is not controlling breakage of laminate Airolam production department not controls of laminates. The company more focus on A grade quality about laminates sheets but breakage of laminates sheets company must sold in B or C grade quality. Thats why company faces profanity loss on laminate sheets.

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HUMAN RESOURCE DEPARTMENT

H R POLICY: Airolams HR policies treat the human sources as a partner in the business success and treat them one of the valuable force for success of the company. They trust that the development of potential of each employee is good both for the employee and the business and therefore the company. After keeping the aforesaid view in mind, they have laid down a comprehensive set of policies. There HR policies aim at recruiting, retaining and motivating the best talent of the respective field to achieve higher goals and attain greater opportunities for the advancement in their business career. The guiding principles of HR policies are:

a) To be fair and competitive. b) To encourage and facilitate employee potential and therefore growth. c) To offer compensation commensurate with responsibilities, performance and achievements.

RECRUITMENT Companys recruitment policy is to attract the best talent at the induction level and after familiarization with the group, offer them a fair and open field for the development and growth purely on performance and business success. The recruitment process based on the above, has the following objectives: To ensure that all positions identified in the organization structure are filled with people who have the requisite skills, knowledge, experience and qualifications required to perform them effectively. To provide career opportunities for deserving personnel in line with their skills and potential. To infuse fresh ideas and caliber in the organization to help alleviate current organizational ills, wherever required and possible.Page | 21


Training:Human resources have been recognized as a very important resource of this company. The training policy is geared towards enabling the individual employee to enhance his/her capability, at the same time contributing towards the companys growth and achievement of other corporate objectives. In order to improve organizational efficiency and effectiveness, the necessary skills will be imparted within the organization through a combination of organizational development and training and development activities. Training aims to help the employees improve their performance on-the-job, while programme aimed at development expose them to new ideas and new techniques, including change in attitude. The objective of training and development of the company are: To upgrade the existing skill set of its staff. To expose then to modern techniques and systems of management. To encourage employees with potential to take on higher responsibilities. To inculcate a sense of appreciation for other functional areas; and an understanding of linkage of their activities with their areas; and to bring about changes in attitude.

Employee retention and care: They strive to promote a feeling of well being in their employees through care and respect. They have several structured processes including employee monitoring, grievance management and corporate ethics programmes which are intended to facilitate a friendly and cohesive organizational culture. They have created environment, which promotes an open community culture among their employees. Compensation and performance management: Companys compensation policy is performance based and they believe it is competitive with industry standard in India. There compensation packages are adjusted annually based on industry salary correction, compensation surveys and individual performance. They believe in offering compensation with responsibilities, performance and achievements.

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Human resource department strength:Employee Retention: The success of the company also depends on their ability to retain employees. They have formulated a HR policy which helps them in reviewing and adequately remunerating the performance of each and every employee. All of their employees are remunerated with basic salary and other perquisites based their individual performance and the same is at par with industry standard. As part of their strategy to improve operational efficiency, they regularly organize in house and external training programs for their employees. Dedicated and experienced management team: They have dedicated and experienced management team comprising of their promoters and key managerial persons. The business is conducted under the supervision of four whole time directors who look after the day to day affair of the company with the help of experienced professionals in their respective areas of specialization. The team has rich experience in related industries and is equipped to handle future challenges. Good Labor Relations: They believe that by following a worker friendly policy, they have developed cordial relations with their work force that identifies itself as a part of a family rather than as their employees. Their units have enjoyed distinction of never having suffered any labor unrest from inception.

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Human resource department weaknessDependence on senior management and key managerial personnel: Their management is involved in the day-to-day management of their operations. They are assisted by a team of experienced personnel. They depend on their management and key personnel for smooth running of their operations. In case any of these persons are unable to continue in their current capacities, their business may be adversely affected. Further, their success also depends on their ability to attract and retain the key employees of their company. At the middle management level their employees are exposed to several aspects of their business on a regular basis. This ensures continuity of their operations. Airolam limited relies on contract labour for the performance of many of its operations: Company relies on contractor labour for performance of many unskilled operations. Their registration as a principal employer under the contract labour (regulation and abolition) act, 1970, valid up to December 31, 2006. The company sources its contract labour requirements locally and an increase in labour costs, requirement to regularize the worker or pay any contributions, may adversely affect its profitability.

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MANUFACTURING PROCESS

Stages in the Process: Decorative laminated sheet is thermosetting resin bonded paper based product. The manufacturing process consists of following four stages. 1. Preparation of resins. 2. Impregnation of paper with resins. 3. Thermosetting of resin, bonded papers by pressing of the chemically treated papers in hydraulic press. 4. Sanding of backside of sheet.

1. Preparation of the Resins: Melamine formaldehyde (M-F) Resin It is manufactured by reacting melamine with formaldehyde unjacketed reactor. In the first step melamine reacts with formaldehyde in aqueous (37% W/W) to for methanol compounds. The reaction is carried out under slightly alkaline condition. Since melamine is not soluble in water for formation at room temperature. It is necessary to heat the mixture to about 80 degree Celsius for obtaining methanol compounds is further heated under alkaline or slightly acidic conditions (ph 5.0 to 8.5 depending on system used) until the desired viscosity or solubility characteristics are obtained from increased molecular weight. Liquid formaldehyde is taken in the reaction vessel and melamine powder is added slowly with stirring. After about 15 minutes caustic soda solution is added to make the reactants and mixture is heated by steam. The temperature is controlled at about 85 degree Celsius and methanol is added as a solvent to reduce the viscosity. After this the solution is made acidic by the addition of hydrochloric acid. In acidic at the methanol compound formed earlier are transformed to water soluble resins. Next the product is tested for water solubility (the solution should be 25% soluble in water by volume). The product is made alkaline by adding caustic soda solution (20% strength) and subsequently cooled to room temperature finally it is stored in a storage tank.

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Phenol-formaldehyde (P-f) Resin: [intermediate] Phenol- formalaldehyde (P-F) resin is manufactured by the condensation polymerization of phenol with formaldehyde under controlled conditions. The reaction is generally carried out in a reactor equipped with jacket and agitator. In the first phase phenol reacts simultaneously, additional formaldehyde may react to produce both di and tri methanol phenol. These alcohols continue to condense and polymerize with each other rapidly and almost violently. During the reaction water is alimented. Liquid is taken in a reaction kettle and formaldehyde (37% W/M)) is equal quantity is added to it. The solution mixture is heated to 60-70 C for short time by circulation for steam through the jacket then the further supply of heat is discontinued. Thus, the temperature of the mixture rises gradually without any further calculated proportion of the phenol and formal dehyde shall charge in reacting vessel. Caustic solution shall added to above mix to maintain put of mixture specific lamp shall risen of mixture vessel and continue the reaction for creation time as the required re operation of mixture achieved the procaine shall puton cooling. Viscocil of papers resin main tained by adding methanol. And resin shall transfer to storage tank the final properties of resin then tested in laboratory. Melamine Resin Melamine and formaldehyde in specific ratio shall charge in vessel. Some process as mentioned above carried one and prepared melamine resin transferred to storage tank. 1. Impregnation of paper with resin in dryer unit: Impregnation of craft paper and base papers carried one- m with phenols melamine resin respectively the papers to by impringnali shall papers respective resin and dried in hot circhalated chamber of papers resin and volatile contend in paper shall matins as per remunimed dude paper from dram dryer shall cat-to standard sige and steak. Melamine resin is coated on tissue and design paper in impregnation unit. After impregnation of paper, it is cut in 8*4 sizes. Designs are put in A.C Room. Phenol resin is coated on craft paper in impregnation unit. Cut papers are stired rack then paper formation as per standard has been made then it transfer to press. 2. Thermosetting of the resin bonded papers in press: Design paper coated with melamine resin and craft paper coated with phenol resin are put together on sparating paper between two stainless steel plates with different finish. All together are put into hydraulic press. Pressure and heat is applied by pressing steam through the plates. Heat is supplied for about 45 minutes and the temperature controlled at 150-160 degree C.Page | 26


subsequently, the supply heat is continuing and gradually releases. Impregnated craft-/ design paper shall arrange as per requirement- nad presses in hydraulic press wonder paper war and specific temp for fix time. Pressed sheet shall cool to for finishing sheets shall trim in slandered singe and roughen from-back side for paling on board. Finished sheets shall inspect and standard sheet dispatched after wrapping.

3. Sanding of backside of sheet: The sheets are size of 8*4 feet by cutting machine. Backsides of sheets are sanded by sanding machine all sanded sheets are now checked by quality department for grading. Airolam logo is printed in backside. All the sheets are put into rack for dispatch.

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MANUFACTURING PROCESS

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MARKETING DEPARTMENT STRENGTH

Marketing and selling department:Airolam limited headquarters located at the factory site and have a regional office each at Ahmedabad. They have four depots across the country. Their marketing team comprises 90 personnel; they have more than 300 dealers and more than 3000 business associates across the country, which help them in promoting and selling their range of products to the consumers. Their marketing offices which are located in all the metros and major cities across the country, service the dealer network in their respective region.

Customer care department:To provide after sales service and to understand their customer better they have opened customer care centres at company H. Q. where their customer can come and call or E-mail through their claims and grievances and also provide suggestions. Their customer care department also acts as a control on their distributors.

Institutional sales:Under the user of their products, the institutional sales constitute more than 50% of their total sales. Within institutional sales, the break-up of sales amongst the commercial and residential categories is in the ratio of 20:80. They sell their products to well-known architects. They have a dedicated team for serving institutional clients.

Retail sales:Under the users of their products, the retail sales constitute the balance of their sales. The distributers maintain a stock of their products based on its demand estimation, based on its stock level. A distributer sends his requirements for the month, which is dispatched based on the availability of the stocks at their factory as also at the depots in all major cities. This makes the products available to customer/dealers at short notice.

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MARKETING DEPARTMENT WEAKNESS:

In the demand for Airolam 1.00 MM will adversely effect on businesspresently entire revenue is generated from the sales of Airolam 1.00 MM and any decrease.Their entire revenue is derived from the sales of Airolam 1.00 MM. they are proposing to diversify into the classic 1.00 MM manufacturing to the current dependence. However, even after the establishment of classic 1.00 MM unit they will continue to be heavily dependent on the Airolam 1.00 MM market. Any decrease in demand for Airolam 1.00 MM will adversely effect on financial performance and the result of their operations.

The institutional segment constitutes a significant portion on their total sales. Any reduction in the demand from this segment may affect their profitability.Their sales can be secreted mainly as residential or commercial sales institutional segment constitutes a significant portion of their total sales. While the margins from the institutional segment are lower than the retail segment their level of consumption is substantially higher than the retail segment. Any reduction in the demand pattern of the institutional buyers may lead to the decrease in the demand for their products, which in turn may affect their profitability.

They have no focus on their flexi and Airoline brands.The company not focus on their flexi and Airoline brands because they are more focus on their Airolam 1.00 MM to more sales I market but market is also available for 0.60 or 0.65. Any decrease in demand for Airoline or flexi will adversely effect on financial performance and the results of their operations.

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VALUE CHAIN ANALYSIS The value chain analysis is based on the row company provides the final value to the customer, the above diagram we have made on the basis of the visit to the company First the company will purchase raw, material of the laminate and the company using the raw material sources from the domestic as well international specially the Germany is sourcing from the international market. At the same time the packaging or labelling material supplier will come into the light and company is souring is packaging or labelling raw material. The warehouse is now next stage where the raw material supplied by the domestic supplier and foreign supplier along with packaging material. The production process is now taken place and then checking and sorting activity is come into picture followed by packaging and dispatch activity. The dispatch activity will be in a two way one is for the international market and second one is for the domestic market. For the international market it will go for export, it is noticeable that Airolam limited in much more angered in export. The domestic market dispatch go to the three way first on is to distributors, seconds their product dispatch in domestic market, distributers give the good top there dealers or retailer and architects & carpenters also may time purchase from the distributors. The third one is dealers or retailer, they purchase from the distributers and company as per condition. The finally domestic dispatch will go to companys own outlets, from the company own outlets company sell the products Now the customer will get goods from three ways in term of distributers, dealers or retailers and companys outlets. So this is how the final customer gets the value from the Airolam limited.

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C H A P T E R Literature ReviewPage | 32


LITERATURE REVIEWVehicle dealers in India are managing the risks of a slowdown in the automotive market by increasingly diversifying their sources of revenue, according to the J.D. Power Asia Pacific 2012 India Dealer Satisfaction with Automotive Manufacturers Index Study SM released today. The study finds that dealers in India are expecting to generate 34 percent of their revenue through sales activities such as parts and accessories as well as automobile insurance and commissions on loans, which represents an increase from approximately 22 percent in 2011. Moreover, dealer satisfaction with the working relationship with auto manufacturers is higher among those who expect a greater proportion of income from diversified sources . The growth rate of passenger-car sales in India this year has been the slowest since the 2008-09 fiscal year, when sales were impacted due to the global financial crisis, said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. With fewer retail sales and subsequently lower revenue from service within warranty, dealerships are looking at additional sources of income to diversify their business risks. Arora added that dealers rely on automakers support in generating additional revenue through these sources, which is important in maintaining their viability and further strengthens the dealermanufacturer working relationship. Now in its second year, the study measures dealer satisfaction with vehicle manufacturers or importers and identifies dealer attitudes regarding the automotive sales business. Overall dealer satisfaction is determined by examining nine factors: marketing and sales activities; product; vehicle ordering and delivery; sales team; parts; warranty claims; after-sales team; training; and support from the manufacturer. The study is designed to provide manufacturers with insights about dealer opinions and attitudes to help them improve dealer relations. In addition, the study identifies key network-related opportunities and challenges to assist automakers in achieving their overall business objectives. The study finds that overall dealer satisfaction with automotive manufacturers averages 820 points on a 1,000-point scale in 2012, up from 749 points in 2011. Overall satisfaction improves across all nine factors, with the largest improvement occurring in support from the manufacturer, which is also the most influential factor. Dealers who indicate their experience in vehicle ordering was better than expected are notably more satisfied with their respective manufacturers than are dealers who have a less satisfyingPage | 33


ordering experience. Dealers satisfaction with the timeliness of vehicle delivery improved the most among all attributes in the study in 2012, as the proportion of dealers who indicate they are delighted (providing a score of 10 on a 10-point scale) with this attribute has doubled from 2011. Additionally, more than one-half of the dealers surveyed for the 2012 study indicate automakers invoice vehicles on the same day of order placement, compared with approximately one-third of dealers in 2011. Nearly 80 percent of dealers say they are able to track the real-time delivery status of vehicles, which also allows them to track delays and changes in the delivery status. Automobile manufacturers in India strive to minimize dealer dissatisfaction due to delay in vehicle delivery by reducing supply constraints and improving communication about any eventual delays, said Arora. Not only are the dealers more satisfied with the order and delivery of vehicles, but also they seem to appreciate being better informed about any eventual delays or changes in the delivery status. Having a more informed and satisfied dealer network in turn aids manufacturers in enhancing customer relations and boosting sales. Among the manufacturers included in the 2012 study, Toyota ranks highest in overall satisfaction for a second consecutive year with a score of 913. Hyundai ranks second with a score of 878, followed by Maruti Suzuki (858points).

The 2012 India Dealer Satisfaction with Automotive Manufacturers Study is based on responses from 583 dealer principals or dealership general managers located in more than 208 cities throughout India. The study was conducted in association with the Federation of Automobile Dealers Associations (FADA), and was fielded between February and March 2012.

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C H A P T E R RESEARCH METHODOLOGY

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RESEARCH PROPOSALWe are students of S. V. Institute of Management, Kadi pursuing First year MBA. As a part of our curriculum we have to undertake a Management Research Project for duration of 7 8weeks in a company. We are keenly interested to carry out this project in Airolam Ltd.

RESEARCH TITLEA study on Dealers Satisfaction towards Airolam Limited in Mehsana and Himatnagar city.

MAIN OBJECTIVE: Study the Dealers satisfaction of Airolam Limited in Mehshana and Himatnagar city.SUB-OBJECTIVES:

1. To identify the factors which influence dealers of Airolam in Mehsana and Himatnagar city. 2. To know the level of satisfaction of dealers regarding the quality for Airolam laminates. 3. To know the level of satisfaction of dealers regarding the delivery of goods for Airolam laminates. 4. To make out the immediate Requirement needed to the attributes of Airolam brand. 5. To study the effectiveness of promotional activities done by the company. 6. To compare the Design available of Airolam brand to other brands.

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TYPE OF RESEARCHThe present study is a Descriptive research conducted in the city of Mehsana and Himatnagar.. It specifically focuses on Dealers behavior about Airolam laminates and perception of architects view point.

DATA SOURCEPrimary source: Questionnair Secondary source: Books 1. Ken black, Business Statistics, 4th Edittion (Wiley India Pvt. Ltd., 2007), Richard I. Levin 2. David S. Rubin, Statistics for Management, 7th Edition ( Pearson Education Prentice Hall, 2008), 3. Philip Kotler, Abraham Koshy, Mithileshwar Jha, Kevin Keller, Marketing Management, 14th Edition ( Pearson Education Prentice Hall, 2011), Website http://www.airolam.com

DATA COLLECTION INSTRUMENTS:

METHODOLOGY

AND

RESEARCH

Sampling Frame: Dealers in the city of Mehsana and Himatnagar. Sampling Units: Dealers of Airolam Decorative laminate Ltd. Sample Size: 100 Sampling Type: convenience sampling

ANALYTICAL TECHNIQUES AND TOOLS USED: TECHNIQUES: ANOVA TEST RANK ANALYSIS MEAN SCORE WEIGHTED AVERAGE FACTOR ANALYSIS Page | 37


TOOLS: SPSS MS EXCEL.

LIMITATIONS OF THE STUDY The time duration was limited to 7-8 weeks Responses of dealers might be bias towards company. Geographical constraint: There was geographical constrain because the survey has been done from two cities: Mehsana and Himatnagar. The sample size which we selected was only 100. which was not large enough to give accurate report Some of the respondent was not willing to reply the questions. The data obtained from secondary source leaves less validity and reliability with respect to secondary data published in particular time with respect to our current report.

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C H A P T E R DATA INTERPRETATIONPage | 39


Data Interpretation Of Himatnagar

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Q-1. Are you aware about brand Airolam? (Please () Tick mark) Table:1.1 Shows Dealers awareness about Airolam

Aware of Airolam Yes No Total

Frequency 50 0 50

Percentage 100% 0% 100%

Aware of AirolamYes 0% No

100%

Interpretation:

Here we can find 100% of the dealers are aware about the brand of Airolam.

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Q-2. Following is the list of some brands of Laminates products, Please tick in front of the brand that you keep in your store to sell and specify since how long you are selling the specified brand? (Please () tick mark) Table:2.1 Shows different brand sell by Dealers

Brands Airolam Greenlam Century Silicone Optus Royal Touch Others

Don't sell 0 27 15 20 30 16 22

0-2 years 13 9 14 11 12 10 10

2-3 years 10 11 7 8 4 9 14

3-5 years 27 2 13 8 4 4 4

5 or more 0 1 1 3 0 11 0

Total 50 50 50 50 50 50 50

Table:2.2 Shows different brand sell by Dealers

Brands of Laminatess35 30 30 25 20 20 15 10 5 0 0 Airolam Greenlam Century Silicone Optus Royal Touch Others 0 21 13 10 11 9 7 1 15 14 13 11 88 3 44 0 12 10 9 4 16 14 11 10 27 27 22 Don't sell 0-2 years 2-3 years 3-5 years 5 or more

4

0

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INTERPRETATION: Here Royal Touch is the first largest company which sold in the range of 5 or more years. We can see that Airolam laminate is the mostly selling by all dealers. Century is the first largest company in mentioned above companies in the chart who is having 14 dealers who are selling from 0-2 years.

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Q-3. Please show your level of satisfaction for Airolam Brand on following factors? 1 Highly satisfied 2 Satisfied 3 Moderate 4 Dissatisfied 5 Highly Dissatisfied

Table:3.1 Shows satisfaction level for Airolam Brand Facrtors Relation with distributors Product quality Purchasing price Service by company Schemes provided by company Corrected order delivered to your store Credit facility 1 14 9 1 3 1 11 22 2 35 37 40 34 22 29 27 3 1 4 9 10 20 8 1 4 0 0 0 3 6 2 0 5 0 0 0 0 1 0 0 Total 50 50 50 50 50 50 50

Table:3.2 Shows satisfaction level for Airolam Brand

Measuring the satisfaction levelHighly satisfied 37 40 34 29 22 20 14 9 1 0 0 Relation with distributors 4 0 0 Product quality 1 9 0 0 3 10 3 6 0 1 1 11 8 2 0 1 0 0 1 0 0 Invoice accuracy 27 22 30 19 Satisfied Moderate Dissatisfied Highly Dissatisfied

35

Purchasing price

Service by company

Schemes Corrected Credit facility provided by order company delivered to your store

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Interpretation:Above table reveals the dealers opinions towards listed factors. For the Relation with distributors, only 14 dealers are highly satisfied whereas major portion i.e.35 dealers are satisfied with the Relation with distributors. For the Product quality 9 dealers are highly satisfied, major portion 37 dealers are satisfied with the product quality. For the Purchasing Price major portion 40 dealers are satisfied. For the service by company 34 dealers are satisfied with the company, whereas 10 dealers are at the verge of moderate. For the Schemes provided by the company we found that 22 dealers are satisfied with the company, but remaining 6 dealers are dissatisfied with the company, whereas 20 dealers are at the verge of moderate. For the Corrected order delivered to your store we found the 11 dealers are highly satisfied with company and 29 dealers are satisfied with company. It indicate that dealers are mostly satisfied with Airolam. For the Credit facility and Invoice accuracy, 49 dealers are satisfied with company.

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Q-4. Please Show your level of Response for Airolam Brand on the following statement? 1 Strongly Agree 2 Agree Neutral 3 4 Disagree 5 Highly Disagree

Table:4.1 Shows level of response for Airolam Brand Reliability Statistics Cronbach's Alpha .758 N of Items 11

The cronbachs alpha is done to test the reliability of the factors. Factors are reliable when cronbachs alpha is greater than 0.60. Here the cronbachs alpha is 0.758 so we can say that the factors are reliable.

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Table:4.2 Shows level of response for Airolam Brand

FACTORS The promotional schemes offered by Airolam are the best. Advertisements of Airolam product are effective. The quality of Airolam product is excellent. I would suggest my relative or friends to work as a dealer/retailer for Airolam if opportunity comes. Transportation service provided by company is good. Profit margin from product is not negatively affected. Timely delivery of good is provided. Replacement provided by company. Airolam product has very less complaints from its customers. Airolam Field executive visit your shop regularly for improvement in Bi-lateral Relationship. Airolam provides the effective sales support.

Mean Std. Score Deviation 2.42 .835 2.48 .707 1.86 .535 2.52 .909 1.98 2.14 2.04 1.94 2.16 3.20 3.10 .377 .405 .781 .586 .618 1.010 .789

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Table:4.3 Shows level of response for Airolam Brand

Level of Response of dealers towards Airolam3.5 3 2.5 2 1.5 1 0.5 0 3.2 2.42 2.48 1.86 2.52 1.98 2.14 2.04 1.94 2.16 3.1

INTERPRETATION: Here, the Respondents were asked to show their level response of with several statements. In this question 11 components are framed and respondents were supposed to show their level of satisfaction towards these components. Mean score has been calculated in this question. The quality of Airolam product is excellent. is the Component with which most of the respondents are satisfied. This statement got 1.86 mean score which falls in between indifference to satisfied scale. Airolam Field executive visit your shop regularly for improvement in Bi-lateral Relationship this is the Component with which majority of the respondents are dissatisfied. The mean score of this component is 3.2 which fall in between Dissatisfied to Indifference scale. So here it could be concluded that this component does not hold significance importance while purchasing Airolam productsPage | 48


Q-5. Please show your opinion about Designs available of Airolam compare to all? 1 Excellent 2 Good 3 Average 4 Bad 5 Very Bad

Table:5.1 Shows Opinion about design available of Airolam Brands Airolam Royal Touch Greenlam Century Silicone Optus Rotolam Excellent 29 21 16 21 21 12 19 Good 13 12 17 15 13 20 10 Average 8 17 8 8 8 9 19 Bad 0 0 7 6 6 5 2 Very Bad 0 0 2 0 2 4 0 Total 50 50 50 50 50 50 50

Table:5.2 Shows Opinion about design available of Airolam

Designs available of Laminatess35 30 29 25 Excellent 20 15 10 5 0 Airolam Royal Touch Greenlam Century Silicone Optus Rotolam 13 8 00 00 21 17 12 8 7 2 8 6 0 17 16 21 21 20 Good 19 19 Average Bad 13 8 6 2 12 9 5 4 10 Very Bad

15

20

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INTERPRETATION: Out of 50, 26 dealers are said that Airolam is excellent in Design available. In the second largest range company , there are Royal touch, silicone and Century. Greenlam is the first largest company which Design available are good. Optus and Rotolam are on the range of good and average, we have found that Rotolam is not much good by Design available.

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Q-6. Have you ever recommended to buy Airolam products to customers? (Please () tick mark) Table:6.1 Shows recommended to buy Airolam product Particular Yes No Total Frequency Percentage 46 92% 4 8% 50 100%

Table:6.2 Shows recommended to buy Airolam product

Recommended customer to buy AirolamYes No

8%

92%

INTERPRETATION: Here in this question respondents were asked have you ever recommended Airolam lamintes to customers Most of the retailers replied that they prefer to recommend Airolam Laminates to their customers of Laminates. The above graph shows that 46 Dealers prefer to Recommended Airolam Laminates to the customer, While only 4 dealer avoids to recommended Airolam Laminates to the customer.Page | 51


Q.7. Are you able to get enough stock/order opportunity to meet market demand? Table:7.1 Shows enough stock/order opportunity Particular Yes No Total Frequency Percentage 46 92% 4 8% 50 100%

Table:7.2 Shows enough stock/order opportunity

Get enough stock opportunityYes No

8%

92%

INTERPRETATION: Here in this question respondents were asked Are you able to get enough stock/order opportunity to meet market demand. Out of 50, 46 Dealers are replied that they are able to get enough stock/order opportunity to meet market demand.

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Q-8. Which kind of promotional schemes you are expecting from Airolam? Table:8.1 Shows Promotional schemes expect from Airolam Particular Cash discount Gifts Tours & Tips Schemes offered Award Total Frequency 26 1 19 3 1 50 Percentage 52% 2% 38% 6% 2% 100%

Table:8.2 Shows Promotional schemes expect from Airolam

Promotional scheme expecting from Airolam30 26 25 19

20

15

10

5 1 0 Cash discount Gifts Tours & Tips

3 1

Schemes offered

Award

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INTERPRETATION: Here in this question, dealers were asked to show their preference about the various promotional schemes. Out of 50 dealers, 26 dealers prefer Cash discount. Second preferred scheme is of Tours & Tips. As 19 dealers prefer Tours & Tips scheme. Gifts, Schemes offered and Award are the least preferred schemes.

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Q-9. Which required immediate improvement in Airolam range? (Rank as per state of urgency) Table:8.2 Showsrequired immediate improvement in Airolam Table:9.1 Show Promotional schemes expect from Airolam Factors Quality Service Design Distribution channel Availabilty Catalog Schemes Weight average4.56 5.00 5.06 4.28 4.70 4.34 4.36

Rank 4 2 1 7 3 6 5

Table:9.2 Show required immediate improvement in Airolam

Immediate improvement in Airolam7 7 6 6 5 5 4 4 3 3 2 2 1 1 0 Quality Service Design Distribution channel Availabilty Catalog Schemes

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INTERPRETATIONHere in this question, dealers were asked to show their opinion about the required immediate improvement in Airolam range. By analyzing the data, it is seen that the most required immediate improvement of Airolam is Design. Respondents need different design laminates. Second most required immediate improvement of Airolam is service. Respondents require fast service by company. By the analyzing the data, we can say that service provided by company is distribution channel.

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Q-10.If you could choose another Laminate dealership which one would you most like to have? (Rank it from 1=Highest priority to 9=lowest priority) Table:10.1 Show preference about laminate dealership Factors Airolam Greenlam Century Silicone Optus Royal Touch Marino Weight5.56 3.50 1.74. 4.25. 3.64 5.40 2.36

Rank1 5 7 3 4 2 6

Table:10.2 Show preference about laminate dealership

Dealership6 5.56 5.4 5

4 3.5

4.25 3.64

3

2 1.74 1

2.36

0 Airolam Greenlam Century Silicone Optus Royal Touch Marino

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INTERPRETATIONHere in this question, dealers were asked to show their opinion about choose another Laminate dealership which one would you most like to have. By analyzing the data, it is seen that the most preferred Dealership is in Airolam company. Second most preferred dealership company is Royal touch. In the least preferred Century, century and merino are there..

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FACTOR ANALYSISTable:1.1 Shows KMO and BARTLETTS TEST KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Sphericity Approx. Chi-Square Df Sig. . In this case KMO value is 0.616, therefore factor analysis is possible. INTERPRETATION: Communalities: The following table- gives the initial and the extracted communalities. Communalities: Indicate the amount of variance in each variable is accounted for. Initial communalities: Estimates of the variance in each variable accounted for by all components or factors. Extraction communalities: estimates of the variance accounted for by the factors (or components) in the factor solution. Small values indicate variables that do not fit well with the factor solution, and should possibly be dropped from the analysis. .616 197.076 55 .000

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Table:1.2 shows Communalities

CommunalitiesThe promotional schemes offered by Airolam are the best. Advertisements of Airolam product are effective. The quality of Airolam product is excellent. I would suggest my relative or friends to work as a dealer/retailer for Airolam if opportunity comes. Transportation service provided by company is good. Profit margin from product is not negatively affected. Timely delivery of good is provided. Replacement provided by company. Airolam product has very less complaints from its customers. Airolam Field executive visit your shop regularly for improvement in Bilateral Relationship. Airolam provides the effective sales support. Extraction Method: Principal Component Analysis. Initial 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 1.000 Extraction.750 .646 .470 .580

.678 .723 .583 .805 .360 .815

.518

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Table:1.3 Shows Total variance Total Variance Explained Extraction Sums of Rotation Sums of Squared Initial Eigenvalues Squared Loadings Loadings Component % of Cumula % of Cumulat % of Cumulat Total Variance tive % Total Variance ive % Total Variance ive % 1 3.324 30.217 30.217 3.324 30.217 30.217 2.734 24.855 24.855 2 2.215 20.133 50.350 2.215 20.133 50.350 2.498 22.712 47.567 3 1.389 12.630 62.980 1.389 12.630 62.980 1.695 15.413 62.980 4 .915 8.317 71.297 5 .844 7.673 78.970 6 .727 6.609 85.579 7 .578 5.258 90.837 8 .349 3.171 94.007 9 .250 2.276 96.283 10 .230 2.088 98.371 11 .179 1.629 100.000 Extraction Method: Principal Component Analysis. INTERPRETATION: The first panel gives values based on initial Eigen values. The extractions sums of squared loadings groups gives information regarding the extracted factors or components. The total column gives the amount of variance in the observed variables accounted for by each component or factors. In a good factor analysis, there are a few factors that explain a lot of the variance.

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Table:1.4 Shows Component Matrix

Component Matrixa 1 .619 .704 .516 .649 .401 .377 .618 .304 .341 .593 .716 Component 2 3 .548 .257 .327 .208 - .449 .044 - .101 .385 .704 .143 - .657 .387 .411 .182 4 .149 .059 .007 .304 .061 .265

The promotional schemes offered by Airolam are the best. Advertisements of Airolam product are effective. The quality of Airolam product is excellent. I would suggest my relative or friends to work as a dealer/retailer for Airolam if opportunity comes. Transportation service provided by company is good. Profit margin from product is not negatively affected. Timely delivery of good is provided. Replacement provided by company. Airolam product has very less complaints from its customers. Airolam Field executive visit your shop regularly for improvement in Bi-lateral Relationship. Airolam provides the effective sales support.

.536 .749 .390 .072 .488 - .640 .075 .194 .652 .030 - .140 .080 .001

Extraction Method: Principal Component Analysis. a. 4 components extracted.

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Table:1.5. shows Rotated component matrix

Rotated Component Matrixa 1 .845 .791 .237 .627 Component 2 3 4 - .152 -.027 .187 .057 .137 .038 .307 .564 .045 .254 .332 -.322

The promotional schemes offered by Airolam are the best. Advertisements of Airolam product are effective. The quality of Airolam product is excellent. I would suggest my relative or friends to work as a dealer/retailer for Airolam if opportunity comes. Transportation service provided by company is good. Profit margin from product is not negatively affected. Timely delivery of good is provided. Replacement provided by company. Airolam product has very less complaints from its customers. Airolam Field executive visit your shop regularly for improvement in Bi-lateral Relationship. Airolam provides the effective sales support. Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 15 iterations.

.069 .656 -.222 .444 .199 - .863 .023 .097 .212 .898 .114 -.079 -.249 .661 .235 .506 .114 .105 .033 .863 .661 .308 -.458 .271 .608 .214 .269 .225

The above table reports the factor loading for each variable on the components or factors after rotation. Each number represents the partial correlation between the item and the rotated factor.

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Table:1.6. Shows Component Transformation Matrix

Component

Component Transformation Matrix 1 2.482 .646 .183 -.563

3.303 -.290 .882 .214

4.220 .556 -.087 .797

1 .792 2 -.436 3 -.425 4 .039 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

INTERPRETATION: From rotated component matrix: Component 1 is highly loaded on The promotional schemes offered by Airolam are the best , Advertisements of Airolam product are effective and Airolam Field executive visit your shop regularly for improvement in Bi-lateral Relationship, so promotional schemes offered by Airolam are the best with effective advertisement is a one, which better represents this group. Component 2 is highly loaded on Timely delivery of good is provided., Transportation service provided by company is good and Replacement provided by company. which represent the delivery of good is provided Replacement provided by company, so products are is a one, which better represents this group. Component 3 is highly loaded with Profit margin from product is not negatively affected and I would suggest my relative or friends to work as a dealer/retailer for Airolam if opportunity comes is one group of Airolam laminates which better represents this group. Component 4 is highly loaded on Airolam product has very less complaints from its customers. Or Airolam provides the effective sales support, so Airolam product has very less complaints from its customers. Or Airolam provides the effective sales support is a one, which better represents this group.Page | 64


ANOVACriteria: Significance value of F test in the ANOVA is more than 0.05, not reject null hypothesis Significance value of F test in the ANOVA is less than 0.05, reject null hypothesis Ho: There is a significance relationship between relation with distributors and credit facility. H1: There is no significance relationship between relation with distributors and credit facility. Table: 1.1 Shows Anova test ANOVA TEST Sum of Squares .206 19.314 19.520 Df 2 47 49 Mean Square .103 .411 F .250 Sig. .780

Between Groups Within Groups Total

Interpretation:Here the significance value of the F test in the ANOVA table is 0.780 which is more than 0.05; therefore, null hypothesis is not rejected. Hence there is a significance relation between Relation with distributors and Credit facility.

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Ho: There is a significance relationship between purchasing price and product quality. H1: There is no significance relationship between purchasing price and product quality. Table: 1.2 Shows Anova test

ANOVA Sum of Squares .149 5.531 5.680 df 2 47 49 Mean Square .075 .118 F .634 Sig. .535

Between Groups Within Groups Total

Interpretation:Here the significance value of the F test in the ANOVA table is 0.535 which is more than 0.05; therefore, null hypothesis is not rejected. Hence there is a significance relation between purchasing price and product quality.

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Data Interpretation Of Mehsana

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Q-1. Are you aware about brand Airolam? (Please () Tick mark) Table:1.1 Shows Dealers awareness about Airolam

Aware of Airolam Yes No Total

Frequency 50 0 50

Percentage 100% 0% 100%

Table:1.1 Shows Dealers awareness about Airolam

Aware of AirolamYes 0% No

100%

Interpretation:Here we can find 100% of the dealers are aware about the brand of Airolam.

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Q-2. Following is the list of some brands of Laminates products, Please tick in front of the brand that you keep in your store to sell and specify since how long you are selling the specified brand? (Please () tick mark) Table:2.1 Shows different brand sell by Dealers

Brands Airolam Greenlam Century Silicone Optus Royal Touch Others

Don't sell 0 21 16 21 21 20 29

0-2 years 13 12 17 15 13 12 10

2-3 years 16 11 8 8 8 9 9

3-5 years 21 5 7 6 6 5 2

5 or more 0 1 2 0 2 4 0

Total 50 50 50 50 50 50 50

Table:2.2 Shows different brand sell by Dealers

Brand of Laminates35 30 30 25 20 20 15 10 5 0 0 Airolam Greenlam Century Silicone Optus Royal Touch Others 0 21 13 10 11 9 7 1 15 14 13 11 88 3 44 0 12 10 9 4 16 14 11 10 27 27 Don't sell 22 0-2 years 2-3 years 3-5 years 5 or more

4

0

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Interpretation:Here Royal Touch is the first largest company which sold in the range of 5 or more years. We can see that Airolam laminate is the mostly selling by all dealers. Century is the first largest company in mentioned above companies in the chart who is having 14 dealers who are selling from 0-2 years.

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Q-3. Please show your level of satisfaction for Airolam Brand on following factors? 1 Highly satisfied 2 Satisfied 3 Moderate 4 Dissatisfied 5 Highly Dissatisfied

Table:3.1 Shows satisfaction level for Airolam Brand Facrtors Relation with distributors Product quality Purchasing price Service by company Schemes provided by company Corrected order delivered to your store Credit facility 1 11 15 2 2 0 15 22 2 37 33 40 30 22 29 28 3 2 2 8 13 19 4 0 4 0 0 0 5 9 2 0 5 0 0 0 0 0 0 0 Total 50 50 50 50 50 50 50

Table:3.2 Shows satisfaction level for Airolam Brand45 40 40 35 30 25 20 15 15 10 5 0 Relation with Product quality Purchasing distributors price Highly satisfied Satisfied Service by company Moderate Schemes Corrected Credit facility provided by order delivered company to your store Dissatisfied Highly Dissatisfied 2 0 0 2 0 0 2 11 8 5 0 0 2 0 0 0 13 9 4 2 22 19 15 37 33 30 29 22 28

0

0 0 0

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InterpretationAbove table reveals the dealers opinions towards listed factors. For the Relation with distributors, only 11 dealers are highly satisfied whereas major portion i.e.37 dealers are satisfied with the Relation with distributors. for the Product quality 15 dealers are highly satisfied, major portion 40 dealers are satisfied with the product quality. For the Purchasing Price major portion 40 dealers are satisfied. For the service by company 30 dealers are satisfied with the company, whereas 13 dealers are at the verge of moderate. For the Schemes provided by the company we found that 22 dea

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