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CHAPTER-I
INTRODUCTION
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INTRODUCTION
The project entitled "A study on Consumer Awareness of Super Shelcem
Cement Paints and Vembanad White Cement in Kottayam District” is intended to
find the extent of awareness among consumers in Kottayam District. Cement paint
is a water based paint used for painting buildings both exterior and interior.
In the present scenario of buildings, houses, shopping complexes etc, the
cement paints play a vital role as the consumers seeking for a long lasting paint for
their buildings. In the context of Kerala, the climate condition plays a very
important role in selecting paints as Kerala got a high rate of rainfall for more than
six months in a year. Cement paints which are cheaper than emulsion paints, can
last long even in exteriors of the buildings and can resist the changing climates.
In India most of the cement paints are running in huge losses in spite of
reaching the expected targets. The Travancore Cements Ltd. is one of the companies
where there is no proper implementation and formulation of marketing strategies due
to which the company is facing problems and is in recession period. So in this survey
attempts are been made to find out the drawbacks in companies marketing strategies
and to recommend various measures, which can be adopted in future.
SIGNIFICANCE OF THE STUDY
Super shelcem Cement paint even though having a good reputation in the
market they are facing tough competition with its competitions like Asian and
Berger paints and so on. In addition to these companies the market share is further
diluted by local operations whose number is vast and even lasting on discussing
with marketing manager it was revealed that the sales of Super Shelcem cement
paint have been decreasing. So this study is undertaken to know the consumer
awareness and to make recommendation to increasing the market share at Shelcem
paint. This study is also to identify the parameters which influenced purchase
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decision and to what extent each parameter plays the role factors which influence
the buyers in choice of paints is another analyzing area.
SCOPE OF THE STUDY
The study was conducted in Travancore Cements Ltd,Kotayam District of
Kerala State. This study which is confirmed to mainly relies on primary data col-
lected from the respondents of Kottayam only. The Secondary data like company
profile, market share, organisation chart etc. collected from the company records.
The research study was conducted with the aim to getting information from
the respondents about the quality awareness, availability pricing, distribution
system etc. of Super Shelcem paint. In this study the opinion are collected from
100 customers of Kottayam. The Super shelcem is facing tough competitions in the
Cement paint market. So it is important to the company to understand the actual
reactions of the respondents about the Super shelcem.
The study will help the company to know the market potential and
consumer awareness of Super shelcem Cement paint in Kottayam.
OBJECTIVES OF THE STUDY
To study the different brands of cement paints marketed in Kottayam.
To analyze the usage pattern of Cement paint by the consumers
To study the awareness level of consumers about TCL make Super shelcem
Cement paint and distribution system for the product in Kottayam.
To evaluate the consumers/Dealers opinion about the marketing mix
elements adopted for TCL product Super shelcem.
LIMITATIONS
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1. The time available for interview was very much limited and most of
the respondents seemed to be very busy with their business.
2. Since the Study is conducted only in Kottayam the findings may be
applicable to this place and cannot be generalized as the Standard of
living, educational level, Consumption habits etc. are different from
place to place.
3. Some answers might be dishonest answers or biased because some
respondent left the purchasing decision to the painters.
INDUSTRIAL PROFILE
A house is one's life time ambition and very few can achieve it. It is a place
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of shelter which prevents from natural calamities. Cement comprises the major
portion in building material.
Cement plays a vital role in Indian's economic growth & Prosperity. “Ce-
ment” which literally means a “binding materials” is a grey powder which
becomes hard like a stone on drying.
Problems of Cement Industry: Cement companies of private sector
are passing through crisis. The factors like transportation cost, excise duty, compe-
tition, input cost, retention prices on levy cements etc. adversely affect the industry
a great extent.
Power : Power shortage is one single biggest cause of loss in
cement production.
Coal : Apart from the availability and supply of coal the
main problem is leading varying quality.
Financial Problem : Most of the financial institutions advance loans to
the inputs based on the performance of the previous
year. Thus becomes more difficult to mobile
resources.
Transportation : Market is separated over vast area and the cement
plants the mostly located in the hinder lands.
Market set up of Cement paint
Today marketing environment is highly competitive. There are too many
products having a few customers. All the producers are trying to expand their
market share and outscore competition in quality, range of colours, effective
distribution, innovations, package etc. Finally the companies that best satisfy their
customer will be winner. In India paint Industry is highly competitive and well
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equipped with latest technology.
PAINT INDUSTRY IN INDIA
The paint industry has been fluctuating fortunes in recent yeas. Out of 22
units in organized sector, only 6 units are able to secure reasonable profit. Yet
there is waste scope for the growth of the paint in the view of the increasing
industrial and housing activities. The first paint company known as SHALIMAR
PAINT COLOR & VARNISH COMPANY (now known as SHALIMAR
PAINTS) was set up in 1902 on the bank of the river Hoogly. A couple of decades
later a few more companies were started. Two notable companies are GODLESS
NEROLAC IN WESTERN INDIA and JENSON AND NICHOLAS HADFIELD
PAINTS (at present known as BERGER paints) in eastern paints.
In the thirties, a few more companies like ELEPHANT OIL MILLS (now
known as GARWARE PAINTS), the ALKALI &CHEMICAL CORPORATION
OF INDIA (ACCI). The current giant Asian Paints was setup in mid-forties.
EVOLUTION OF PAINT INDUSTRY IN INDIA
Under the British rule, a few paint factories emerged during the period
1900-1947. Thus at the time of Independence, the paint industry was relatively
small. Paint units were located near the major port cities so as to facilitate the
imports and their distribution. At one time, import of paint and contents was very
high. It gradually reduced as the manufacture started indigenously. Today, it has
grown significantly and enjoys virtually a mature status, as far as decorative
finishes are concerned.
Thanks to the five-year plans of the Government of India, the basic
chemical industry grew at a rapid pace. Basic chemical building blocks and
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downstream units made products like opthalmic anhydride, pentaerythritol
available, so vital for alkyd synthesis and paints. India is fortunate to have various
vegetable and marine oil resources, so that oils and fatty acids are available
abundantly. From the renewable agricultural resources, products like resin and
other terpene products, starch cellulose are available. Subsequently, from the soap
industry, glycerin became available in plenty.
Thus, a transition took place, and the paint industry became gradually
mature, from 1950 onwards, by every decade. It was only in the case of rutile
titanium dioxide that India depended on imports and still continues to import,
notwithstanding the fact two units are producing rutile grades indigenously. With
the availability of Bombay High gas and to other petroleum complexes, aliphatic
and aromatic solvents became easier, thus relieving the load on coal tar based
solvent industry.
The textile auxiliary industry grew with textile industry and as an offshoot,
additives for paints in terms of wetting and dispersing agents became available.
Today, almost all types of additives, like driers, thickeners, antiskinnig agents, and
protective colloids, are indigenously manufactured in India. Decorative finishes
manufactures have a wide choice to choose the appropriate additives.
It is also unique when you realize that the dependence of paint is 40% on
vegetable resources, 40% on petroleum and 20% on minerals. The decorative paint
technology is also dynamic since it has an inter-relationship with rubber, plastics
and fibre developments, since all of them belong to the polymer family. Any
advises in those fields will reflect on the paint technology.
Paints have to face many challenges of environment, which could be
polluted from a high to a low degree. Indian ambient conditions are so varied all
over, that temperature, rain, sunshine ultraviolet energy, is different from north to
south and East to West. As the demographic product of people changed, the paint
technology too changed. New scientific ideas, global competition, demand for new
products, new processes and new machines, coupled with growing constraints on
the supply of materials and energy, triggered the development of the technology of
decorative finishes. They had to face new problems due to induction of new
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substrates and new materials, such as wallpapers, laminated paper and plastics.
Against this backdrop, for offering the best decorate paints, Indian paint
manufacture had to abandon old machines like edge runner, triple rolls, ball mills
and resort to the fourth generation dispersing machinery like sand mills, altritors
high speed dispersers etc. Both big and small units in India, manufacturing
decorative finishes, are equipped with the above machinery and balancing
equipment like mixtures, tinter dispensers, automatic filling and packing machines.
Modernization and innovation is indeed the order of the 'day for the paint industry,
and decorative could not be and exception. In the case of synthetic resins required
for decorative finishes, all types of alkyds, based on various oils, and polyols
dibasic acids, with any modification like-Coming to decorative finishes, to meet
the ever changing tastes of the consumers, paint manufactures were armed with a
myriad chemical products and formulations. As a result, continuous efforts and
improvements were made in the field of paint technology in the development of
better and better decorative products. There was also significant transfer of
technology, in addition to the indigenous development, resulting in the availability
of around 5000 different paint formulations today, only in the decorative segment.
With different shades, and packs a wide range of decorative products are available
in the current Indian market in the form of water based products, oil based
products; cement powders, nitrocellulose lacquers and acrylic based products, just
to mention a few.
STATE OF TECHNOLOGY
There are peculiar features in paint technology. Paint technology is unique
in the same that it has a vast web of interrelationship with many other disciplines
of science and technology. For example, it is dependent on micromolecular or
polymer chemistry.
Developments in mechanical engineering have had repercussions in paint in
designing its paints, process, dispersing machines. Knowledge of metals is required
to predict the behaves of the metal to be used as dries and also as a surface from
the corrosion point of view. Even to pack various paints, metal compositions are to
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be studied carefully. Knowledge of microbiology, to study fungus growth and
preservatives in paints is very important. The fortunes of paints are also linked
with Geology, from the point of view of the use of minerals such as filters and
extenders in various formulations. A study of concrete, steel ,timber and their
behavior as a surface is of considerable importance from the point of view of
paints.
Research and Development in decorative finishes in India is continuous
process. Many paint companies are equipped with the latest quality control
instruments. R & D activity in the paint industry follows a sequence of laboratory
development, standardization of raw materials and reproduction of bench scale
development on a commercial scale. The industry is a highly raw material
intensive industry and most of the research is focused at optimizing the
performance of a blend of raw materials going into the end product. Most of the
companies are now equipped with computer controlled colour matching
equipments and systems to ensure consistency of shade from batch to batch.
Most of the companies engage in their R & D division a good complement
of scientists and technologists who are highly educated and qualified. Technocrats
who run small units and specialise themselves in certain segments of market do an
excellent job in constantly innovating formulations and controlling the quality.
They also offer excellent technical service to the clients.
CURRENT PRODUCT RANGE
The current product range in decorative, offered by the Indian paint
manufactures, cover practically all surfaces. Some of the decorative products
offered in the decorative segment today are]
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Enamel Based Paints:
There are alkyd-based products and are available in three distinct finishes,
namely, gloss, semi gloss and matt. These can be used on exterior as well as
interior surface, on metallic and wooden surfaces as well.
Berizoic, acrylic, styrene, vinyl and toluenes are also available. Age-old
furnaces heated by direct firing have been replaced by the sophisticated solvent
process alkyds with automatic instrumentation and process control. Sophisticated
filter machines are used for paints and resin media.
An exhaustive quality control is exercised during the production of
decorative finishes. It would be interesting to know that a paint, before it is packed
and filled, undergoes approximately 125 routine tests, during its raw material
processing and finished stage.
Although the Indian market, like the Western part, is not a Do-it-Yourself
market, consumers have become quality conscious over the years. As a result,
decorative finishes produced by the Indian manufactures are comparable to
International standards in specifications and performance. Indian Standard
Specifications in this regard are always being the updated. Manufactures of
decorative finishes have evolved consumer-oriented specifications, keeping the
rigorous requirements in the mind. For example, easy of brushing, opacity, shelf
stability, degree of dispersion, drying, overall durability, weather and light fastness
are so judiciously adjusted that, in the long run, it proves to be most economical to
the consumer. Labour or application cost, as in any part of the world, is constantly
increasing. Hence it is the endeavor of Indian decorative finishes manufacturers to
see that the cost of paint per mil per sq. ft.per year is kept at the minimum.
Emulsion Based Paints:
These are water-based products, available in semi gloss and matt finish.
These are based on vinyl acetate acrylic systems. High-pressure emulsion polymers
like vinyl acetate ethylene are in the development stage in India. However pure
acrylic and vinyl acetate copolymer based on vinyl acetate acrylics are quite
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popular in India. Textured paints for exteriors are gaining popularity. Emulsion
paints are used for interiors and exteriors on surfaces made of cement, asbestors,
wood, etc.
Oil bound distempers: Casein bound, oil based products are popular in the
middle class families of India. This product segment has shown a steady growth in
the Indian market, although high P.V.C. emulsion paints are available. These
products are mainly used on the interior of walls.
Primers & primer surfaces and puffiest: A variety of primers and primer
surfaces are available for both interior and exterior applications. These are mostly
based on alkyd resins, although some water based primers are available for
application on walls.
Wood finishes: These are available in a single pack and two-pack systems.
Shellac and alcohol based spirit varnishes are popular in certain regions for
specific types of woods. Alkyds based clear finishes in gloss, semi gloss and matt
finishes are used for high quality furniture, TV cabinets, etc. These finishes impart
to a coated surface a rich and luxurious appeal by preserving the natural grain
structure of the surface a rich and luxurious appeal by preserving the natural grain
structure of the surface coated.
Special finishes: Various speciality finishes, which give specific distinct
patterns, are available in the Indian markets today. Hammertoes, wrinkle finishes,
textured and stipple finishes are a few examples. Multicolor finishes based on im-
miscible polymer phases with solvent water emulsions are available form a few
manufacturers.
Universal strainers: These are basically used for tinting various solvent
based and water based white paints. By using primarily 8 colours to tint whites, a
large variety of shades are obtained. These are called universal, since these can be
used for both solvent and water based paints. These products are extremely well
formulated and match the performance of any foreign standard companies. Based
on extremely light fast pigments, and having well dispersed colours in the special
carriers, universal strainers are used with much ease and simplicity. These could
also be used by Tinter-Dispensing Paint Shaker techniques, to develop instant
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paint. Universal stainers offer tremendous benefits to consumers, as well as dealers
who can control their inventories.
NATIONAL SCENARIO
Decorative finishes constitute a large percentage of paints produced in
India. Approx. 60-65% by volume are the decorative finishes in India. The India
industry's steady growth of 5% also reflects the growth of decorative finishes.
Unlike industrial products, the decoratives are seasonal products. People of India
apply them during festivals and celebrations. Although solvent based finishes are
still large in volume, water based products are gaining popularity in India,
subsequently showing more growth.
Construction of houses, buildings, availability of cement and steel, all such
factors influence the use of decorative paints. With the rise in the earning capacity
of the family, co commitment with the standard of living and the purchasing power
of the common man, the usage of decorative finishes in India is expected to rise.
RECENT TRENDS
The Rs.10000 million a year sales Indian paint is at present thought a crisis
by drop in demand in the face on increasing production capacity and mounting
competition. It is an essential item which has unfortunately failed to project its
product assets loss due to corrosion at Rs.25000 million a year.
There are about 20 units registered with the DGTD. These come under the
organized sector and two-third of the value of production. The unorganized sector
consists of about 15000 units accounting for 50% of the total production (the share
declined to 40-45 percent).
A colorful phase in the history of the paint industry started with effect from
the year 1983-84. The industry could achieve an annual growth rate of 7.5% in
spite of frequent strikes.
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The paint industry is bound to experience significant growth in the coming
years as the per capita consumption of paint in India is very low at 0.32kg as
compared to 15kg in UK, 16kg in France 19kg in Sweden, 21kg in West Germany
and 25kg in the USA. Even countries like Pakistan, China, South Korea and
Taiwan are better placed than India in respect of paint consumption.
The significant growth in industrial output in India has not helped the paint
industry. However the paint units have established a high degree of
competitiveness and produced a wide range of products. The ready-mixed paints,
which are slow in drying, are being replaced by synthetic enamel.
Dry distemper and Oil bound distemper are being increasingly used as wall
paints. These last long, through they produce unpleasant order. By the mid fifties
polyvinyl acetate based emulsion become popular. At present, there are acrylic
emulsion and a wide range of emulsion with several of gloss-cum-sleek and wash
ability.
In recent years, there has been a shift in preference from glossing finished
to semi gloss and malt finishes. Regarding wood finishes there is a shift away from
French polish to cold-cured melamine lacquers which are both water and heat
resistant and more water proof based enamels, which are likely to become popular
in the near future. The 20 units in the organized sector have an installed capacity of
160000 tons.
A number of items like dry distemper, red oxide aluminum and bituminous
paints graphite paint and pastes have been reserved for exclusive development by
the small-scale sector, which can improve its performance annually by having
access to better technology.
There has been an upward trend in demand for industrial paints as a result
of significant developments in the spare of automobile and consumer durables.
Regarding decorative paints too, the demand is raising with general improvement
in the living standards and increasing activity on the housing front.
FUTURE TRENDS IN DECORATIVES
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The needs of consumers are insatiable. Whereas aesthetically pleasing and
superior paints will be in demand, following are a few other areas where more
technical development work is being done.
1. Highly durable finishes with a much lower cost.
2. Paint to be more suited on poorly prepared surfaces,
3. Reduction in solvent percentages in the formulations.
4. Optimizing Formulations by reducing the number of ingredients.
5. Using high tech additives to enhance the quality of the decorative finishes.
6. Water based glossy enamels.
7. Reduction of the percentage of the high cost ingredients like rutile, without
sacrificing the overall performance.
COMPANY PROFILE
Nestling amidst the lush green paddy fields, under a canopy of majestic
coconut tree, beside the intricate patterns woven by canals, is the Travancore
Cements Ltd.., the houses of White Cement. Bustling with activity against with
activity the sylvan landscape, it is a place where Art and Nature merge and mingle.
HISTORY OF THE COMPANY
The Travancore cements Ltd. was incorporated in the year 1946. The year
of commencement of Grey Cement was in the year 1949. The licensed capacity of
the plant was 50800 tonnes of cement per annum.
The master brain behind the establishment of the plant in Kottayam was
that of late Sir C.P Ram swami Iyer, then the Divan of Kerala who had realized the
vital role of cement in the industrial development f Kerala. The company was
promoted by M/s.Essel Ltd., Mumbai and the technology tie up was made with
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M/s.F.L Smith &Co, Denmark
During 1959, the company diversified in to the production of white
Portland Cement. The installed capacity for the production of White cement is
301000 Ts per annum. Till 1974, the company was manufacturing both White
cement and Grey Cement in the same plant, distributing the production of two over
certain period in a year. Since 1974, the company manufactures White cement
alone, as the demand for White cement went up.
During the last 56 years of its existence, TCL has diversified its activities to
related areas. Besides Super Shelcem brand cement paint, the company has added
to its products range, Sheltex Acrylic Emulsion paint for interiors and exteriors and
Shelprime cement primer. The company is planning to launch other products to
broaden product range.
The Travancore cements Ltd. is the only manufacturer, perhaps in the
whole world, producing white cement from a raw material other than conventional
lime stone. The main raw material of TCL is lime shell, which is drugged out of
Vembanad Lake, one of the backwaters of Kerala.
MANAGEMENT OF TCL
TCL is a public sector undertaking with the Kerala Government having
51% share. The authorized share capital of the company amount to Rs. 50,00,000.
The Board of Directors heads the company. The Board of directors consists of
Chairman, MD and seven other Directors.
OUR PRODUCTS
SUPER SHELCEM
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Premium Cement Paint
Ideal cement paint for both internal and external application. Super
Shelcem, unlike other Cement Paints does not require water curing after first and
second coats. Only initial wetting of the surface is necessary. This makes Super
Shelcem ideal for exteriors of multi-storied buildings and skyscrapers. For interior
too, Super Shelcem is ideal since tedious curing after removing furniture can be
avoided which means saving of labour as well. Super Shelcem is available in wide
range of colours. 40 shades to be precise, in 1kg, 3kg, 5kg, and 25kg packing.
Once a wall is painted with Super Shelcem it looks and stays good for years
unaffected by weather or fungal attack.
OUTSTANDING QUALITIES OF SUPER SHELCEM
Super Shelcem offers excellent protection of the walls against monsoon and
fungi growth.
CAPACITY-Any previous deep shade made on the surface can be
effectively hidden with a single coat of Super Shelcem. The second coat
completely covers the dark patches and stains on the wall.
COVERAGE-Super Shelcem covers greater area than any other cement
paint. 1kg covers 100sq.ft for a single coat or 65sq.ft for two coat.
ADHESION-Super Shelcem can be applied on a wide variety of surface
likes cement plaster, concrete, brick words, stone and plastered surface.
DRYING- Super Shelcem dries very quickly. While other cement paints
requires 16 to 24 hours waiting for applying second coat., second coat of Super
Shelcem can be applied 3 or 6 hours after the first coat. This makes painting tall
building very easy. Second coat can be applied in the after noon on surface where
first coat was applied in the morning.
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VEMBANAD
White Portland Cement & Grey Cement
The World class White cement for all applications, Vembanad White
Portland Cement is manufactured from nature's gift of rare raw materials consistent
in purity, backed by Technology and Machinery from M/s E.L. Smith & Co.,
Denmark.
Outstanding Qualities of Vembanad Brand White Cement
1. Lowest magnesia content and hence Vembanad is.the most durable White
Cement.
2. Brilliant whiteness.
3. High strength: At the end of the first day, the strength exceeds what is
specified to acquire at the end of the .third day.
4. Super soundness
5. Super fineness
6. Excellent properties.
7. Ideal for manufacture of Cement Paints, Mosaic tile,.Cement Primer, 43
Grade OPC
VEMBANAD WALL PUTTY
Vembanad Wall putty is a dry powder putty with Vembanad White Cement
as the base. Due to the low content of MgO in Vembanad White cement, the putty
when applied on the cement plastered wall and ceilings will ensure durability, extra
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coverage and smooth finish. The product will have the same stringent quality of
all our other products. One or two coats of Vembanad white cement is
recommended to be applied on the newly plastered wall before Vembanad Wall
putty is applied. However Vembanad Wall putty can be applied on freshly
plastered surface also.
Outstanding qualities of Vembanad Wall Putty
The base of our wall putty is time tested Vembanad brand White
cement
Our products go through the strictest quality test
Quality is the hallmark of our Company
It has a unique formulation.
It has more coverage than any other dry wall putty in the market.
Its binding property is based on the strength of Vembanad White
Cement
Due to low MgO content of Vembanad White cement, the durability of
Vembanad wall putty is more.
Available in 20Kg and 5 Kg packing.
MARKETING OF SUPER SHELCEM
Distribution:
The sales representative to the company takes orders form the dealers and
the company supplies directly to the stockiest of that respective area, who in turn
supplied to the dealer.
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PROMOTION OF SUPER SHELCEM
Due to the low advertisement budget the company doesn't engage in any
large scale type of advertisement activity. The company occasionally places
advertisement in newspapers. The main adverting media is the roadside hoarding
which are placed in potential spots. The company gives dealers display boards and
shade cards. The company conducts dealers meet as part of its promotional
programme. It meets the painters directly and through the dealers and gives
compliments to them. The company gives incentives to the dealers according to the
sales.
CREDIT PERIOD
The company gives a normal credit period of 15-45 days. Only in
exceptional cases this can be extended.
PRODUCT PROFILE
Super Shelcem is a high quality brand priced according to the various sizes
of packing.
WEIGHT PRICE
5kg Rs 607/-
5kg Rs.130/-
3kg Rs 161-
1kg Rs25/-
Super Shelcem is available in wide range of colors, about 40 different
shades.
THE MAJOR COMPETITORS OF SUPER SHELCEM
Name Manufactures
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1. Snowcem Plus Snowcem India Ltd
2. Durocem BergerPaints India Ltd,Calcutta
3. Dukecem Cochin Paints India Ltd,Cochin
4. Truecem Classis Paints Vennala Cochin
5. Lavanyacem Lavanya Paint Pvt.Ltd.
Distribution channels
Super Shelcem is distributed mainly through stockiest. The company has
35 stockists for Super Shelcem. Super Shelcem is distributed to the stockists in
Kerala through the company's depot situated at Nattakom, Thiruvananthapuram
and Kakkanadu. In addition to this sales representatives go around to catch sales
and collect order. Other than these network, TCL is supplying to government
agencies like PWD, FACT etc. at special rate. In general, distribution channel can
be traced as follows.
COMPANY DEPOT STOCKISTS DEALERS CUSTOMERS
LARGE SCALE RETAILING
METHOD OF APPLICATION
Take small quantities of Super Shelcem at a time for a continuous area.
Take an equal volume of water. First make a thick paste by adding a little water
and make a smooth paste. Then add the rest of the water. Add water to Super
Shelcem and not vice versa. Always add equal volume of Super Shelcem and
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water, otherwise a substandard coating may result. Mix thoroughly the water and
Super Shelcem. Stir frequently and never allow the paint to settle to the bottom
during use. Always use a good quality brush. Second coat can be applied 3 to 6
hours after painting the first coat. Normally two coats will be sufficient.
ORGANISATION OF TCL
The total number of employees in the company is 600 including officers.
The top authority is the Chairman and the Board of Directors. Under the
Managing Director, there are three General Manager, GM (Company Secretary,
Security and Administration) GM (Production), GM (Engineering Service and
Commerce) and one Chief Manager (Finance), work under Managing Director
and accountable to him. Under GM (Company secretariat, security and
administration) there are two CM, two Assistant Managers, AM (Records and
Insurance). AM (House keeping) and one Manager (Medical service). Under the
GM (Production) there are two manager, Manager (Paint Production), Manager
(White cement production) looking after the production of paint at TCL and the
woman societies. He is answerable to GM (Production). There is one Assistant
Manager looking after the production of white cement and its quality control
answerable to Manager (White cement production), Assistant Manager (Civil and
Electrical).
Under GM (Engg. Service & Service & Commerce) there are two Chief
Managers - CM (Engg. & System) and CM (Quality Control), two managers-
Manager (Purchase and Stores)and Manager (Marketing). One Assistant Manager
looking after the purchase and store department and answerable to Manager
(Purchase and Stores). Marketing Manager controls the marketing and sales
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department. Under the marketing Manager there is one Marketing
Superintendent.
Marketing superintendent is responsible for the supervision of the field
force, monitoring sales target etc. There is one Manager (Mines) looking after the
Mining Department and one Assistant Manager (System) controlling the
computer department. Both are answerable to CM Engg, and Systems Chief
Chemist having the authority of Laboratory reports to the CM (Quality Control).
Under the CM (Finance), there are two Asst. Managers - Asst. Manager (Modvat)
and Asst. Manager (Accounts), and one Joint Manager (Cash). Accounts
department is supervised by AM (Accounts), who is answerable to Finance
Manager. There is one Asst. Manager working as Executive Assistant to
Managing Director.
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DEPARTMENTS IN TCL
1. Dredger
2. Water Transport
3. Running Plant
4. Packing House
5. Workshop
6. Office (Sales, Accounts, Personnel, Mm, Ro, Rec, IA,
Computer Section)
7. Laboratory
8. General Stores
9. Time Office
10. Electrical
11. Civil
12. General transport
13. Security
14. Camp & Sanitary
15. Medical Aid
16.Cement Paint
17.Sports Club
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18. Material Handling
19. Marketing (Sales Office Coimbatore)
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CHAPTER-II
RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY
Research refers to the organised method consisting of enunciating the problem,
collecting, facts, critical analysis of facts and arriving at conclusion based on them.
TOOLING FOR DATA COLLECTION
The main tool used for data collection is questionnaire
QUESTIONNAIRE
Questionnaire is a schedule containing various items on which information is
sought from respondents.
Various types of Questions in Questionnaire are.
1. Simple alternative question
That is Yes / No Questions
2. Multiple choice questions
Respondent is asked to select one out of number of
responses.
3. Open Questions
In this respondents are free to express their frank and
independent opinion in there own words.
26
SOURCE OF DATA
A. Primary data
Primary data are measurement observed and recorded as part of an original
study. When the data is required for a particular study can be found neither in the
internal records of the enterprise, nor in published source it may become necessary to
collected original data i.e., to conduct first hand investigation. The work of collecting
original data is usually limited by time, money and manpower available for the study.
1. Questioning Method or Questionnaire
Questioning as the name suggests is distinguished by the fact that data are
collected by asking questions from people who are thought to have desired
information. Questions may be asked in person, or in writing. A formal set of such
questions is called questionnaire.
B. Secondary data
When an investigator uses by the data which has already been collected by
others, such data is called secondary data. Secondary data can be obtained from
journals, reports, records, govt. publications of research organizations, trade and
professional bodies etc.
TOOLS USED FOR ANALYSIS
1. Tabulation
Tabulation comprises sorting of the data into different categories and counting
the number of cases that belong to each category. The simplest way to tabulate is to
count the number of responses to one question. This is called univariate tabulation.
For the analysis of data and interpretation the tools of research used in study is
as follows.
1. Percentage Method
27
In a research various percentage are to be used for analysis. The data observed
will be converted into perception for easy understanding.
CHAPTER-III
DATA ANALYSIS AND INTERPRETATIONS
28
TEXTUAL DISCUSSION
Almost all the companies have the same objective to improve the market share.
So every company has to know about their market share. The data used to examine the
market share collected through secondary source of data.
The market share of Cement paints
TABLE 3.1
Product Market Share
Super Shelcem 12%
Durocem 5%
Dukecem 23%
Truecem 26%
Lavanyacem 23%
Snowcem 5%
Other 6%
INTERPRETATION
The market share at the Super Shelcem and competitors is calculated relating
the last available Sales figures. Super Shelcem is having 12% market Share. Durocem
having 5%, Dukecem having 23%. Truecem is having 26%. Lavanyacem having 25%.
Snowcem having 5% and remaining 6% market is shared by other companies.
29
Graph 3.1
Market shares of cement paints in the market
12%5%
23%
26%
23%
5% 6%
Super Shelcem Durocem DukecemTruecem Lavanyacem snowcem plusOther
30
TEXTUAL DISCUSSION
Awareness about the Super Shelcem is necessary for the sales of this product.
The awareness likes how to apply, how to mix, where it will use, coverage rate etc. are
necessary for determining the demand. So each and every company is adopting
various techniques to the publicity of their product. The following figures show the
awareness about the Super Shelcem cement paint.
Awareness about Super Shelcem
TABLE 3.2
Particulars No. of respondents Percentage
Yes 82 82%
No 18 18%
Total 100 100%
Source: Primary Data
INTERPRETATION
Out of 100 respondents 82% persons are aware of Super Shelcem. But
remaining 18% respondents are not aware of Super Shelcem. So it is necessary to
improve the awareness of Super Shelcem among the customers.
31
Graph 3.2
Awareness about Super Shelcem
0
10
20
30
40
50
60
70
80
90
Yes No
Yes No
32
TEXTUAL DISCUSSION
All the customers are expecting for long lasting of painting. The following
table shows the time duration of painting.
Time duration Painting
TABLE -3.3
Years No. of building Percentage
2 Years 10 12%
3 Years 24 29%
5 Years 48 59%
Total 82 100%
Source: Primary Data
INTERPRETATION
33
From the above table it is found that 59% of the respondents (customer) are
painting their houses in every after 5 years, 29% of the respondents are painting their
building in every after 3 years and remaining the balance 12 %.
Graph 3.3
Time Duration of Painting
0
10
20
30
40
50
60
2 Years 3 Years 5 Years
2 Years 3 Years 5 Years
34
TEXTUAL DISCUSSION
The cement paints applicable in both externally and internally according to the
quality and price of the product. The following table shows the area of application of
the product.
Table 3.4
Area of Application of Super Shelcem
Area No. of Respondents Percentage
Exterior 50 61%
Interior 32 39%
Total 100%
Source: Primary Data
INTERPRETATION
35
From the above table it is found that 61% of respondents (customer) are using this
product externally and remaining 39% of respondents are using this product internally.
Graph-3.4
Area of application about Super Shelcem
0
10
20
30
40
50
60
70
Exterior Interior
Exterior Interior
36
Table 3.5
Super Shelcem is for new building or old building
Types of Building No. of respondents Percentage
Old Building 42 51%
New Building 40 49%
Total 82 100%
INTERPRETATION
Out of 82 respondents (customers) 51 % respondents are used the Super
Shelcem for the old building and 49% of the respondents are used for the new
building. From the study it is found that the Super Shelcem is usable both old building
new building.
37
Graph 3.5
Super Shelcem is for new building or old building
48
48.5
49
49.5
50
50.5
51
Old Building New Building
Old Building New Building
38
TEXTUAL DISCUSSION
Price is the most important factor in the determination of the demand of a
product. The following table shows the opinion of customers about the Super
Shelcem.
Customer’s opinion about the price rate of Super Shelcem
Table-3.6
Opinion No. of Respondents Percentage
Reasonable 25 30%
Low 2 3%
More or Low equal 10 12%
High 45 55%
Total 82 100%
Source:-Primary data
INTERPRETATION
From the table we find that out of 82 respondents (customers) 55 %
respondents feels that the price rate of the product is very high and only 30 %
39
respondents feels that the price rate is reasonable.
Graph 3.6
Customers opinion about the price rate of Super Shelcem
0
10
20
30
40
50
60
Reasonable Low More or LowEqual
High
Reasonable Low More or Low Equal High
40
TEXTUAL DISCUSSION
The respondents (customers) of the Super Shelcem should given suggestion for
the suitable medias for advertisement of Super Shelcem. The following table shows
the clearly.
TABLE 3.7
Suitable media for the advertisement of Super Shelcem
Media No. of Respondents Percentage
T.V 60 60%
Radio 0 0%
Press 13 13%
Outdoor 27 27%
Total 100 100%
INTERPRETATION
Out of 100 respondents (customers) 60 % of the respondents preferring TV is
the best media for the advertisement and 27% respondents preferring outdoor medias
for the advertisement of Super Shelcem.
41
Graph 3.7
The suitable media for the advertisement of
Super Shelcem
0
10
20
30
40
50
60
T.V Radio Press Outdoor
T.V Radio Press Outdoor
42
TEXTUAL DISCUSSION
There are several persons like friends, painters, Dealers, manufacture at will
influence the purchase of Super Shelcem. These persons surely influence both
villagers and Towner. The following table evaluated how these persons influenced by
the villages and Towner in the purchase of Super Shelcem.
Area of residence & persons influencing the purchase of Super Shelcem
Table 3.8
Area Town Village
Persons
Through Friends 11(28) 14(33)
Through Painters 15(39) 13(30)
Through Dealers 9(23) 11(26)
Through Manufactures 4(10) 5(11)
Total 39 43
Source: Primary Data
INTERPRETATION
From the table it is found that 28% of friends and 39 % painters are influenced
by the towners in the purchase of Super Shelcem. 33 % Friends and 30 % painters are
43
influenced by the villagers in he purchase if Super Shelcem
Here it is found that the painters and friends are most influencing factors in
purchase of Super Shelcem cement paint.
Graph 3.8i
Area of residence persons influencing the purchase of Super Shelcem
in town
28%
39%
23%
10%
Friends Painters Dealers Manufactures
44
Graph 3.8ii
Area of residence persons influencing the purchase of Super Shelcem
in village
33%
30%
26%
11%
Friends Painters Dealers Manufactures
45
TEXTUAL DISCUSSION
The distribution system is determining the availability of product. So effective
and good distributions system is necessary for supply the product in time. So the
following table shows the level of satisfaction of customers in the existing distribution
system.
Consumers level of satisfaction about the distribution system of
Super Shelcem
Table 3.9
Particulars No.of Respondents %
Yes 59 72%
No 23 28%
Total 82 100%
46
INTERPRETATION
From the above table it is found that 72% respondents are satisfied and 28 %
respondents are not satisfied with the existing level of distribution system. So the
company should pay more attention for delivering the goods in time.
Graph 3.9
Consumers level of satisfaction about the
distribution system
47
0
10
20
30
40
50
60
70
80
Yes No
Yes No
TEXTUAL DISCUSSION
Marketing mix elements are the most important factor in the each and every
product in the market. The elements of marketing mix determining the success or
failure of each product. The influence of marketing mix elements in the Super
Shelcem cement paint rated in the 5 point scale.
Buying influences of marketing Mix elements of Super Shelcem
48
Table 3.10
Influence 5 4 3 2 1 Total Mean Rank
Product Features
16 23 22 16 5 82 3.85 1
Price 2 12 21 29 18 82 2.40 3
Promotion 3 9 24 21 25 82 2.19 4
Distribution 10 17 28 11 16 82 2.92 2
5 = Very Good, 4 - Good, 3 - Sufficient, 2 = Insufficient, 1 = Poor
Source: Primary Data
INTERPRETATION
From the table we find that the product attribute is the most influencing factor
for Super Shelcem. The distribution strategy is also placing an important factor in the
buying / purchase decision of Super Shelcem. But the price rate and promotional
strategy adopted by the company is very poor.
Graph 3.10
Buying influence of marketing mix elements of
Super Shelcem
49
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
ProductFeatures
Price Promotion Distribution
Product Features Price Promotion Distribution
CHAPTER IV
50
FINDINGS
FINDINGS
1) There is definitely awareness among the consumers in the area regarding
super shelcem cement paint and Vembanadu white cement
2) Majority of consumers opinion that the quality of the Super Shelcem is high
compared with its competitions.
3) Majority of consumers felt that the price rate of the Super Shelcem is very
high compared with other brands
51
4) Dealers consider quality is the important factor of selecting the brand.
5) From the study it is found that the product attribute of the super shelcem is
very high.
6) The availability of the product in the market is comparatively good.
7) It is found that the company is providing sales incentives in off seasons.
8) Another important finding is that the credit facility provided by the
company is not sufficient.
9) From the study it is found that the advertisement provided by the company
is very poor. Both customers and dealers are not satisfied with the existing
mode of advertisement.
10) Most of the customers of the Super Shelcem are in the village but the
awareness about the product in village area is not good.
11) It is found that painters are the most influencing person particularly in
village area; on the purchase decision of consumers.
12) The customers are using this product externally and internally. But mostly
externally.
13) The product feature and availability of the product is the most buying influ-
ence factors of super shelcem.
14) The super shelcem is using by the customers for both old building and new
building.
52
CHAPTER V
53
RECOMMENDATIONS
RECOMMENDATIONS
1) The existing quality of the product should be maintained.
2) It may be necessary to reduce the price rate of the Super Shelcem cement paint
because most of the respondents, both Consumers and Dealers feel that the price
of the product is high. Price is an important factor while buying Super Shelcem.
3) The company should provide attractive profit margin to the dealers to in prove
54
the sale of the Super Shelcem cement paint.
4) The painters should be regarded as the major means of promotional activity and
strategy through them is to be implemented. Attractive commission should be
given to the painters because most among Super Shelcem consumers are
influenced by the Painters.
5) Develop new colours based on new trends.
6) Company should be conduct more consumer awareness programs among the
consumers especially in the village area.
7) The company should try to improve the period of credit because most of the
dealers are not satisfied with the existing credit period.
8) New packing style should be introduced.
9) Most of the customers of Super Shelcem are not satisfied with existing level of
advertisement. So it is necessary to more advertisement in different medias.
10) It is advisable to choose TV and out door medias are the most out standing
medias for the advertisement of Super Shelcem cement paint.
11) It is advisable to have an intensive network of distribution channel so as to
improve its availability.
12) The company should try to provide sales incentives in the off seasons.
13) Give attractive presents to the dealers and painter like diary, booklets, Notepads,
Calenders, Shades cards etc. to influence them.
14) Company should necessarily conduct dealer meets at least three times in a year.
Counter the threat of duplicate products, be care of package, so that the duplica-
tion of products can be banned.
55
CHAPTER VI
56
CONCLUSION
CONCLUSION
57
The project study was conducted in Kottayam. The project work titled "A
study of consumer Awareness of Super Shelcem Cement Paint and Vembanadu White
cement in Kottayam" was an attempt to study and make some recommendations to
improve the Sales of Super Shelcem cement Paint with the full cooperation given by
the Company and the necessary data provided by the Company. This project study has
tried to find out the areas where the company needs to make improvements.
This project study will definitely help the Company to improve
their Sale and market Share and to adopt a Suitable marketing strategy.
BIBLIOGRAPHY
58
1. C.R. Kothari, “Research Methodology”, Vishwa Prakashan Publishes, New
Delhi,2005, Volume II, P.P 1-84,
2. Dr.D.D.Sharma, “Marketing Research”, Sultan Chand & Co, New Delhi,
1997, Volume IV, P.P 190-201.
3. G.C Beri, “Marketing Research”, Tata-Mc Grow Hill Publishing Company,
New Delhi, 2002,Volume III, P.P 79-105,
4. Philip Kotler “Marketing Management”, Pearson Education Limited, 2002,
Volume II, P.P 129-139.
5. S.A Sherleker, Marketing Management, Himalaya Publishing House, 2002,
Volume VII, P.P 129-144,
6. 2002
Website
1. www.travecem.com
A Study on Consumer Awareness of Super Shelcem cement Paint and Vembanadu White Cement in Kottayam with reference to
Travancore Cements Ltd, Kottayam, Kerala
QUESTIONNAIRE
59
1. Name and Address of the customer/Consumer:Telephone Number :Qualification :Occupation :Monthly income :
2. Whether the residential building is New Old
3. Duration of painting of the buildingEvery 2 Years 3 Years 5 years
4. Have you used white cement as prime coatYes No
5. After applying prime coat which brand cement paint you have usedShelcem Snowcem plus
Lavanyacem Truecem Dukecem
Any other brand
6. Are you aware of super shelcem cement paintYes No
If yes, through whom:Friends
Painter
Dealer
Advertisement
7. Have you used super shelcem for both exterior and interior?Yes No For Exterior Only
8. Why did you prefer this product?Quality
Availability
Different Colours
60
Influence by the painters only
9. Have you seen any advertisement of Super Shelecem paintYes No
10. Media which you suggest for the advertisement of Super ShelcemNews Paper
T.V
Wall Painting
Hoardings
11. Are you satisfied with distribution of SupershelcemYes No
12. If No,What is the reason?
13. Rate the following that influence your buying behavior of Super Shelecem(a). Excellent (b) Very good (c) Good
(d) Satisfactory
Buying Influences Rating Level
(a) Product advertisement(b) Price(c) Quality(d) Service(e) Colour/Shade
14. Any Other suggestion to improve the sale of TCL products1.2.3.
SignaturePlace :Date :
61
1) Kotler Philip, “Marketing Management”, 8th Editions, New Delhi
Prentice Hall of India (Pvt) Ltd-1994.
2) Boyd.Jr Harper W. Weal fall Ralph, Staseh Stanley F. - Marketing
Research Text and cases-1 st INDIAN Edition 1990, All India
Traveller Bookseller.
3) Consumer Behaviour- Schiffman-Kanuk.
4) Quantitative Techniques- C.R. Kothari.
5) Annual Reports of TCL.
62