(marketing) kerala balers

A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

INTRODUCTION

A business enterprise consists of manpower machine materials, money and

management organization brings these assets into the position of greatest

effectiveness and productivity. It is the result of harmonious inters relation of

functions of and staff for the attainment of a common purpose definition of an

organization states that ‘ an organization is a combination of number of

elements’.

The project is intended to access or to acquire the knowledge regarding

the functional as well as the managerial aspects of the firm. In the present

business world, manufacturing industry has grown significantly science last few

decades. The internship project report is a work study report and vital training

program, during this study students learn all the aspects of the practical business

scenario. The study is generally meant to develop student’s aptitude towards

business environment practically and theoretically. It is like a practical training

given which will make me prepared for a future job as a manager of an

organization. Value addition in coir is at its best in India where the fiber is

converted into exquisite floor covering, geo-textile etc… The future of coir

industry depends on the nontraditional areas and non conventional products.


OBJECTIVE OF THE STUDY

To analyze the effectiveness of marketing mix of Kerala Balers (P) Ltd.

To study the how to improve the marketing mix elements.

To find out whether the price of the product affects the purchase decision of the

customers.

To know about the marketing strategies of Kerala Balers (P) Ltd.

SCOPE OF THE STUDY

To find out the marketing mix practices in the company.

To know about the markets of coir in the present scenario.

To find out the market position of the company to the competitive environment.

RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the research problems it may be understood as a science of study how research is done scientifically. Researcher should know how to develop certain indices how to apply particular research techniques etc along with the knowledge of which the method should be adopted or which of the methods are relevant to a particular study.

Source of data

The data required for the study were collected through two different sources:

Primary Source Secondary Source

Primary Source

The primary data were collected by market survey with the help of questionnaire and the formal and informal discussions with the officers, customers and agents of the company.

Secondary Source

The secondary data were collected from the company records, related books and company websites.


INDUSTRY PROFILE


INDUSTRY PROFILE

About Coir

Coir came from Malayalam word kayar or kayaru, which means cord to be

twisted.

Coir-stift fiber from the outer husk of a coconut fiber, fiber slender and greatly

elongated solid substances.

Coir is a course fiber extracted from husk, the fibrous outer shell of the coconut.

Coir- The fiber obtained from the husk of a coconut, used chiefly in making rope

and matting

Advantages of coir fibers

100 % natural

Bio-degradable

Made from infinitely replinishable resources

Natural golden brown colour fits any décor

Hard and resilient fiber provides excellent scrubbing action – ideal for door

entrance not applications.

High water retention

Coir matting and rugs: hard – wearing, rustic and elegant.

Moth and rot resistant

Good insulator of heat and sound.


Formation of Coir

Coconut tree top picture

Woven magnificence is what you see in the coir products. The efforts behind manufacturing the raw materials are huge and involve several processes. The starting point of the industry is the process of descending after has vesting the mature coconut crop. Coir fibres are extracted from husk surrounding the coconut. For production of eight colored fiber of spinnable quality green husk of 10-12 month old coconuts is ideally suitable.

India and Sri Lanka are the main areas where the fibers fro the husk are extracted by traditional methods for the commercial production of variety of products. However, are purposes. The average fiber yield is depend on the geographical area and worldwide, only a small part of fibers are available are currently used for the variety of coconut tree. In the south of India and Sri Lanka, when the best quality of fibers are produced, the average yield is 80-90 grams fiber per husks, while Caribbean husk which are relatively thick may yield up to 150 gram of fiber. The husks are composed of 70% pith on 30%. Fiber on a dry weight basis. The ratio of yield of long, medium and short fibers is on average:40:20 respectively.


Global Coir Trade

Currently the global annual production of coir fiber is about 3,50,000 Yet, even

in the world producers India and Sri Lanka which account for about 90% of global coir

fiber production combined, this renewable resource is underutilized local coir mills

process only a fraction of the available husks, which accrue more or less round as a waste

during coconut processing.

Traditional uses for resilient and durable coir fiber include rope and twine,

brooms and brushes, door mats, rugs mattresses and other upholstery often in the form of

rubberized coir pads. In 1980’s and 90’s global exports of coir fiber few by almost hart,

as western consumers shifted to synthetic form and fibers. Then since 1990’s rapidly

growing domestic demand in India doubled global production benefiting exclusively the

Indian coir industry. Finally since 2001, a rising Chinese demand for coir, an expanding

market coir based erosion control products and the spread of coir pith as a peat moss

substitute in horticulture was further pushed up global production and prices.

In turn other coconut growing countries, including Philippine’s, Thailand and

Vietnam are now expanding this production and export of coir fiber. These changes are

also reflected in international trade in coir. Historically, Sri Lanka has been the world’s

largest exporter of various fiber grades; where as India exports largely value added

products yarn, mat and rugs. Global trade volume for coir fiber, value added products

yarn, nut and rugs and coir pith now stands at about $140 million per year with India and

Sri Lanka respectively, accounting about $70 and $60 million of that amount.

Moreover, coir milling and value addition mostly spinning and weaving are

important regional employees particularly in rural southern India and coasted Sri Lanka.

Yet working condition and productivity are generous poor. The challenge for industry is

to sustainable expand market for this versatile renewable resource mile maintaining its

role as employees for the rural poor. Business, public agencies and research institutes are


now addressing this challenge in multi lateral projects worldwide – setting examples that

global trade can be beneficial to cut parties involved

Coir industry in India

Indian coir industry is an important cottage industry contributing significantly

to the economy of major coconut growing states and union territories i.e., Kerala,

Tamilnadu, Andhra Pradesh, Karnataka, Maharashtra, Goa, Assam, Orissa, Lakshadweep

etc. About 55 lakhs person get employment, mostly part time, in this industry. The

exports from this industry are around 70 crores. Coconut husk is the basic for the coir

products. Around 50% of the available coir husk is used to produce coir products.

Hence, there is scope for growth of coir industry.

Special training programmers have been formulated for women artisan. Improved

modern treadle rats would be provided to trained women artisans to increase and

employment and earnings. Medical facilities crèche for children of coir workers, model

coir village’s foe SC/ST coir workers and social welfare schemes would be implemented

during the 8th plan period.

Not more than 50% of the coconut husk is utilized in the

coir industry, the remaining as used as fuel in the rural areas. Production in the co-

operative fold is not more than 20-25%. The development programmes so far undertaken

aimed at revitalization of coir co-operatives, improvement in quality and product

diversification.


COMPANY PROFILE


Company Profile

About KARAN Group

Backed with more than 100 years of experience I the coir industry, KARAN group has

been recognized as the disputable industry leader. Starting as a coir yarn spinners in the

late 1800s. The Karan group presently on the largest integrated factory I Asia for weaving

natural floor coverings. Factories are equipped with the latest yarn preparation and

dyeing equipments. Recruit and train the best weaving available. The collection of

woven coir, sisal and jute floor coverings is exported to more than 100 countries. The

Karan group is also the pioneer in Asia for the manufacture of vinyl backed coir mats and

rolls. The group has successfully maintained the balance between traditional crafts man

ship and latest technology throughout their journey. They still have the best crafts man in

the handloom industry working for them that helps then to be the largest exporters o

traditional, hand-woven coir mats, mattings and rugs from India.

Kerala Balers Private Limited

Kerala Balers (P) Limited was incorporated in the year 1940 for the

manufacturing and selling of coir and allied products. The registered office of Kerala

Balers is situated in thumpoly in Allepey.

Kerala Balers is the member of –

The Travancore chamber of commerce, Allepey.

The coir yarn balers association, Cochin

The coir association London

Federation of Indian export organization New Delhi.

Indian standards institution, New Delhi


The Product of Kerala Balers

Rug and Mat,

Coir Mat,

Rubber Mat,

PVC Backed Coir Mat,

Coir Matting,

Jute Matting,

Coco rubber,

Fiber Mat,

Polypropylene Mat

QUALITY POLICY OF KERALA BALERS PRIVATE LIMITED

“We are committed to enhance customer satisfaction through reviewing and

improving our performance. We remain committed to excellence in all spheres of our

activities. The factory is equipped with the latest machines, they are pioneers in Asia

for manufacturer of vinyl backed coir mats and matting. Addition of fully automated

flocking machines during 2001. Once again demonstrate their leadership position in

technology up gradation within the natural floor covering industry. Consistently

maintaining a balance between traditional craftsmanship and sophisticated technology

Kerala Balers Private Limited remains India’s largest producers of natural floor

coverings. Business operations are mainly concentrated outside India, such as USA,

UK, GERMANY, NETHERLANDS, ITALY and FRANCE.

Company Details

Company name

Kerala Balers (P) Ltd.

Address

Kerala balers (p) Ltd

Thumolly

Alappuzha


Year of establishment

1948

Constitution

Private company

Associate firms

William good acre and sons India (p) ltd

Alleppey Company

Situation

Ambalappuzha taluk, alappuzha district

Nam of possession

Freehold

Area

About 25 acres

Activity

Manufacture and export of mats jute rubberized coir mattting, sial etc.

Business status

Two star export house

Major buying countries

USA, UK, CANADA

Factories at;

Alleppey Parvaur Palluruthi Pollachi

Fally owned units

Madurai coir –palluruthi (cochin) Floor co 1-paravur (kollam) Cocoplast-alappuzha Pollachi-Tamilnadu


Board of Directors

Smt. Subhadra Ravi Karunakaran ( Chair person)

Shri. Ashok Venugopal (MD)

Shri. P.K Kurien

Shri. N. Venugopal

Shri. Vivek Venugopal

Shri. A.K Nair

Market Share

The market share of kerala baler’s private limited is 10%

Trade Union

All the disputes in Kerala balers (p) ltd are settled through the discussion between the

management and trade unions. The recognized trade unions are CITU and AITUC

Awards owned by the company

They have owned award for the highest exporter of coir yarn during the year 98-99

and also the award for growth in export of coir products during the year 99-2000.

Major customers of Kerala Balers (P) Ltd.

Foreign

Boston warehouse trading corporation.

Accent imports.

Becova guild ltd.

Habitat UK

JVE Product.

Rinos by Netherlands


Out of Kerala

Medi marketing, Chennai

Peshawar carpets, Delhi

House of mats, Mumbai

DD amaranth, Delhi

C.Katheran and company, Coimbatore

Within Kerala

Emkay traders, Alleppy

Kannan coir mills, Alleppy

Master trade, Alleppy

Local competitors of Kerala balers (P) Ltd

DC mills

Palm Fiber

NC John and sons private limited

Charankattu coir manufacturing company

Koncherry coir factories

Poopally coir mills

The advantages of Kerala Balers (P) Ltd.

The Kerala Balers (P) Ltd is one of the biggest manufacture and sellers of floor

mats across the country in Kerala.


Easy availability of raw materials.

Enough supply of labor

Nearness to cochin airport

Excellent transport facility

Efficiency management

Good employee morale

Excellent research and development

Credit facilities

Prompt delivery

Good customer relation

Effective marketingfacilities.

Notable communication facilities.

MISSION

o To own hydraulic presses

o To carry on the business are manufacture of coir matting and mats.

o To carry on and undertake any business or operations and undertake by private

individual capitalists.

o To extend the business of the company from time to time.

o To open agencies and branch officers at any place or place in and outside

Travancore.

o It is well established training house engaged in export of coir yarn

o Manufacture and export of coir matting made on power looms PVC tufted coir

carpet etc.


VISION

Kerala balers (P) ltd has palns to capture more international markets by

introducing their products in more foreign countries.

The company is also conducting research manufacturing bricks with the wastes

from the factory by draulic pressing.

The company is also planning to manufacture floor mats with new designs and

various other attractive features.


SWOT Analysis


SWOT Analysis

Strength

More than 50years of experience.

The PVC backed unit mats of the company got ISO 9000-2000 certification

It won a number of awards for exporting and for the production of quality products.

Very efficient and dedicated staff.

Imported machines and use of new technology

The company is exporting to more than 26 countries

Weakness

The company faces stiff competition

Low prize of products because of competition

The company does not have a R and D department

The company does have a showroom in India and it has only a little advertisement

Workers are not give recreation facilities so they suffer from monotony of work


The company is not concentrating in domestic market

There is no workers participation in the management

Opportunities

Product diversification can be introduced.

The company can concentrate on domestic market also.

It can export its products to other countries also.

The company can increase the volume of exports.

Threats

Competition from domestic as well as foreign market.


Product profile

Kerala Balers provide full range of coir products. The raw material used in the

production are

Coir

Sisal

Jute

Coir

Coir is a natural fiber endowed with a variety of marvelous features also known as

‘coco’. Coir is extracted from the husk of coconut. The transformation of raw husk

into golden coir yarn and finally to the product require specialized skills.

Sisal

Sisal prefers to grow in the limestone area where the bedrocks is exposed and ahs only

a thin coverings of soil and require several years to reach its maturity. The leaves

contain long slender fibers extending just under the circles. The plant is in fact an a

gave and was first discovered in yacatan. The word sisal derives from the port in

yacatan where the fiber was extracted therefore sisal became the commercial term for

the fiber. The beautiful is converted into yarn from the leaves of this plant by

sophisticated mechanical spinning process. This form a raw materials is used for ropes

and floor coverings.

Jute

India is the largest producer of jute goods in the world. The Indian jute sector

comprises organized jute industry as well as a large number of cottage units. Both

modern jute mills and traditional handlooms spinout high quality yarns and weave

fine textured fabrics in exotic color and designs. After beading dyeing and finishing

the fiber and blending it with other natural and synthetic fibers the final products

ensures total customer satisfaction in terms of luster’s abrasions resistance and

aesthetic appeal.


Jute is a bio-degradable product so it has proved to a dependable

material for uses an alternative material to plastic and timber. Technological

advancement and continues research finding by the textile research institutions has

changed the profile of jute. Jute fiber being eco-friendly, annually renewable and

abundant available provide scope for its application in the manufacture of products for

diverse use. Utilization of jute for manufacture of market worthy product has opened up

a large opportunity.

THE MARKETING DEPARTMENT

Market

The concept of market is very important in marketing. The American market association

defines a market as the aggregate demand of the potential buyers for a product or

service. Kotler defines the market as an area for potential exchanges. Exchange is the

heart of commerce or marketing.

Marketing

Marketing is the social and managerial process by which individuals and group obtain

what they need and what through creating and exchanging product and vale with others.

Marketing is the performance of business activities that direct the flow of goods and

services from producer to consumer or user. It looks after the marketing system of the

enterprise.

Marketing Management

Marketing management performs all managerial functional in the field of marketing. It

has to plan and develop product on the basis of long consumer demand. It ahs build up

appropriate marketing plan or marketing mix to fulfill the set of the business. It has to

formulate sound marketing policies and programmers.

Marketing management is responsible for organizing, directing and controlling

marketing activities in the process of marketing. It has to implement the marketing

programmed and conducting the marketing campaign. Finally, it must evaluate

continuously the effectiveness of each part of the marketing mix and introduce necessary


marketing mix is to remove the discrepancies and deficiencies discovered in the actual

execution of all marketing plans and procedures.

(marketing) kerala balers

Documents

coir coir

particular study

study students

science of study

coirstift fiber

future of coir industry

markets of coir

work study report