marketing mgmt project

7/31/2019 Marketing Mgmt Project

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2. Commission Agents: In each primary and central market, individuals, firms oreven companies are organized to buy or sell commodities, acting as buying or

selling agents of producers, dealers or manufacturers who convert the

commodities into consumer goods. They may buy or sell on their own account

and at their own risk of loss. In that case they are called commission

merchants or factors. They may receive goods for sale on consignment acting

as consignees of their employers. They are important in agricultural markets.

The consignment method is used by manufacturers who wish to maintain

resale prices of their goods.

3. Dealers: In all primary and central commodity markets, we invariably havemerchant dealers. They are great risk-bearers in the physical or spot markets.

They are the backbone of our markets. These dealers act as principles, buying

and selling commodities on their own account and at their own risk merely for

a chance of profit. By selling to them, all producers can be free from risk of

loss. They also act as warehouse-keepers of the market and to the extent

manufactures are also free from risk of loss to a certain extent.

Sharing Promotional Risks with Dealers

On analyzing the attitudes of dealers, the manufacturer sometimes finds that these

outlets are not enthusiastic, because they are risking so little on the promotional

program. Benefiting from the manufacturer's promotion over a long period, dealers

come to depend upon the manufacturer to perform almost the entire selling task.

They feel that it is the manufacturer's job to bring customers into the store and theirsto ring the cash register and pocket the profits. Other dealers consider it unfair to

show enthusiasm for any one promotional program, since so many manufacturers

products are represented on their shelves.


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To combat problems of this sort, manufacturers demonstrate considerable ingenuity in

devising strategies to stimulate dealers to greater sales effort. In one widely used

strategy, the manufacturer attempts to persuade dealers to invest time, effort, and

money in promotional programs. Thus, manufacturers who would provide free point-

of-purchase display materials to retailers who risk their own funds will make good

use of the displays and hence justify their costs. Similarly, manufacturers who

inaugurate dealer cooperative advertising programs in which expenses are shared with

dealers commonly experience renewed dealer interest.

Dealer Training Programs

Not all manufacturers benefit from providing dealer managerial training programs;

payoff from these programs varies with the product. Management training programs

for dealers are most beneficial when the products require considerable personal-

selling effort. Such programs are less beneficial where final buyers buy as a matter of

habit or on impulse. Dealers training programs are important when the products unit

price is high, trade-ins are common, the final buyer's purchase decision is

postponable, the product requires demonstrations, and dealers recommendations play

a major role in making sales.

Stimulating Distributive Outlets to Greater Selling Effort

Dealer apathy is common. Some manufacturers invest millions of dollars in

promotion, but dealers, outwardly at least, are not only unimpressed but unmoved.

Many dealers fail to see why they should tie in with the manufacturer's promotion orprovide extra push for the product. They feel, sometimes rightly, that the

manufacturer wants more assistance from them than it is willing to extend and

frequently these feelings trace to inadequacies in a salespeople's presentations. Under

these circumstances, coordination of promotional efforts is difficult. The first step in


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overcoming dealer apathy is to identify the reasons lying behind it. The second step

is to take positive action to increase dealer selling effort.

Incentives to the Distributive Outlet

Dealers are offered special prices on larger than average orders, or a free case of the

product for every so many purchased. These offers persuade dealers to increase the

size of their inventory investments, thus putting them under more pressure to promote

the product. Other ways of accomplishing this result include offering premiums to

dealers who make purchases above a specified minimum size or packing premium

coupons, redeemable for merchandise of the dealers choice, in each shipping case.

Sometimes the manufacturers award the premium only after resale of the product,

thus shifting the emphasis from building up the dealer's inventory to making sales to

the final buyer.

Manufacturers sometimes combine dealer incentives with sales volume quotas set for

individual dealers. If dealers meet or exceed their sales quotas within the sales

campaign period, they receive prize awards - often in the form of trips for dealers and

their spouses to exotic places like Acapulco, Casablanca, or Tahiti. In some

instances, dealers are assigned sales volume quotas on a month-to-month basis and

are awarded prizes monthly. Combining the dealer incentive with a sales volume

quota often motivates dealer management to strive very hard to achieve manufacturer

- set sales volume quotas.

Developing Managerial Efficiency in Distributive Organization

To make its dealers more enthusiastic about its product, the manufacturer should

consider increasing dealer efficiency. The dealers efficiency. The dealer's primary

concern is to make, or better yet, to increase, profits. The manufacturers, who

frequently have access to superior managerial know-how, can search out improved

methods for its dealers. It is not enough for the manufacturer to find better operating


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INTRODUCTION TO WOOD

Mans dependence on wood as a versatile raw material dates back to the earliest days

of civilization. For centuries, wood has provided him shelter, fuel, tools and

weapons.

The phenomenal advances made by man in the field of science and technology have

only increased his dependence on wood not only in its raw form, but also in variety

of reconstituted forms like plywood, blockboard, particleboard, fibreboard paper, and

other pulp products.

Reconstituted Panel Products

Plywood, blockboard, particleboard and MDF are all reconstituted wood based panel

products used extensively in the building construction and furniture industries. In all

these products various grades are manufactured to meet a wide range of requirements

related to performance and cost.

Terms like "Exterior Grade" " Interior Grade", " BWP Grade" etc. are widely to

specify the superior features of these products.

Durability of Reconstituted Panel Products

During the manufacture of plywood, blockboard, particleboard and MDF, wood is

first converted into certain basic elements like veneers, battens, particles and fibres

respectively.

These loose elements are then bonded using suitable adhesives, after they are re-

oriented to provide dimensional stability to the end products.


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Agents of Destruction

The adverse factors in the environment which can cause disintegration and destruction

of these products are:

Cyclic changes in atmospheric humidity and temperature. Continuous or cyclic exposure to water or high moisture conditions. Infestation by wood destroying organisms like fungi, wood boring beetles and

termites.

The long term performance of all wood panel products, therefore, depends on how

well they are protected against the above agents of destruction, which in turn depends

on various.

Good Adhesives Make Good Panels

The type of adhesive used for bonding a product determines the resistance of the bond

to boiling water, high moisture conditions, and cyclic changes in weather.

The synthetic resin adhesives commonly used in the manufacture of wood panel

products are:

Urea Formaldehyde (UF) Melamine Urea Formaldehyde (MF) Phenol Formaldehyde (PF)

Evaluating Weather ResistanceIn terms of resistance to cold and boiling water, which is a convenient yardstick to

evaluate the weather resistance of board products, these resin adhesives can be

graded, in the order of decreasing durability, as follows:

1. BWP Type (Boiling Water Proof)


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Adhesives of this type make the strongest and most durable bonds. In plywood,

which is taken as a standard panel material, the bonding can withstand a rigorous 72

hour boiling test.

Only Phenol Formaldehyde synthetic resin falls under this type.

2. BWR Type (Boiling Water Resistant)

The bonding obtained from BWR type adhesives can withstand only a limited 8 hour

boiling test.

Extended Phenol Formaldehyde and amino plastic resins like Melamine Urea-

Formaldehyde can be used to obtain BWR type bonds.

3. WWR Type (Warm Water Resistant)

Adhesives of this type make bonds which can withstand a 3 hour soaking test in water

at 70 deg. Centigrade.

Urea Formaldehyde, fortified with Melamine is used to obtain WWR type bonding in

plywood.

4. CWR Type (Cold Water Resistant)

Adhesives of this type make bonds which can withstand only a 24 hour cold water

soaking test.

Urea Formaldehyde, which is the most extensively used resin primarily due to its low

cost and short pressing cycles, is used to produce CWR type plywood.

Plywood bonded with UF resin does not possess any resistance to continuous or

cyclic exposure to high humidity and heat.


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CONSTRUCTION OF PANEL PRODUCTS AND ITS EFFECT ON THE

DURABILITY OF THE PANEL

The question that emerges now is: Do we get a 72 hour boiling water resistant bond

in all types of products simply by using BWP type phenol formaldehyde resin". The

answer is "NO". The boiling water resistance of a panel product depends not only on

the type of adhesive used but also on its construction.

Based on construction panel products can be grouped into three categories:

1. Plywood

Plywood has a laminated construction in which the constituent parts are in the form of

broad layers or 'plies'. The bonding obtained from a given type of resin is the

strongest in plywood, as the area of contact between the adhering layers is very large.

When bonded with BWP type phenol formaldehyde resin, plywood withstands 72

hours boiling.

On account of its rigid construction, plywood is taken as the standard panel to test

adhesives for classification into grades like BWP, BWR etc.

2. Particle Board and MDF

Particle board and MDF have an agglomerated construction in which the constituent

parts are in the form of very small particles. The area of contact between the particles

being very small, the bonding obtained is relatively weak.

Even when bonded with BWP type phenol formaldehyde, these products canwithstand only up to 2 hours boiling. When subjected to boiling tests or even cold

water soaking tests, the bonding in these products is considerably weakened due to

excessive swelling and spring-back.


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3. Block board

Block board has a construction which is a combination of agglomeration and

lamination. When bonded with BWP type phenol formaldehyde resin, it passes a 4

hour boiling test.

Hence, the only truly boiling water proof panel product that can withstand a 72 hour

boiling test is a plywood bonded with BWP type phenol formaldehyde resin as

specified in IS : 710 : 1976, which is the IS specification for marine plywood.

SUMMARY

Reconstituted wood panel products are essentially articles of wood. Hence, they need

to be protected against infestation by wood destroying organisms. Most commonly

used commercial timbers are non-durable.

With the increasing use of wood in its natural and reconstituted forms like plywood,

block board, particleboard and MDF, it is necessary to know the different organisms,

which attack and cause destruction to wood and wood-based products in service.

Wood Destroying Organisms

Wood Destroying organisms can be broadly classified into two groups : Micro

organisms called fungi and wood boring insects, consisting of beetles and

termites.


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Wood Staining Fungi

Fungi of this type thrive in the sapportion of wet Fungi wood and produce harmless

discoloration. They do not attack the cellular substance of wood and hence no

structural damage is caused to the affected wood.

Wood Rotting Fungi

Fungi of this type attack wet wood causing a Fungi state of decomposition called rot

or decay. They decompose the wood tissues and destroy the fibrous structure

Wood Boring Beetles

There are several varieties of wood boring beetles; but those which

attack articles of wood in India belong to the family Lyctus borers

which cause the well known Powder Discharge. These are very small insects.

They attack only the sapwood portion in any article as they draw their nourishment

from the stored food in the sapwood.

Termites

Termites usually attack articles, which are fixed to the building

elements like wall paneling, ceilings, wall units etc. They usually settle down around

neglected areas inside the buildings. The infestation and destruction caused by

termites is usually massive. They attack wood from below the surface leaving a

sound, deceptive outer skin.


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Preservation of Timber

In order to make any article of wood durable it has to be protected against all the

above organisms. In the past a large quantity of timber was used in the construction of

buildings and various exposed structural applications like railway sleepers,

transmission poles etc.

On account of the shortage of naturally durable timbers like teak, it was necessary to

evolve materials and methods to protect wooden structures from wood destroying

organisms.

Preservative Treatment of Plywood

The materials and methods used for the preservative treatment of plywood is

essentially the same as those employed for treating natural wood.

But plywood also lends itself to different treatment methods at various stages of

manufacture as follows:

By soaking, diffusion or impregnation of the individual veneers before gluing,

with water borne chemicals.

By adding preservative chemicals in the glue used for bonding.

By impregnating the consolidated plywood with water borne chemicals by

vacuum pressure process or other methods.

Vacuum Pressure Process

A pressure impregnation plant consists of a pressure cylinder provided with a seal

door, a vacuum pump, a pump for pumping preservative solution into the pressure

vessel and measuring instruments. The plywood to be treated is stacked vertically


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inside the cylinder. After closing the seal door tightly, the air inside is evacuated

using a vacuum pump. The cylinder is then filled with the preservative solution and a

steady pressure is applied for a certain period. Thereafter the preservative solution is

drained off, and the plywood is dried.

Glue Line Treatment

Plywood which is not water proof cannot be subjected to vacuum pressure

impregnation with waterborne chemicals. In the case of commercial plywood and

other varieties of plywood which do not possess a water-proof bonding system, glue

line treatment is generally advised as a precaution against borer attack. On account of

the ease of use and the economy, a number of plywood manufacturers are now using

Chlorpyrifos as a preservative in the glue line even for water -proof plywood.

Experiments carried out by IPIRTI have confirmed the efficiency of glue line

treatment with a chemical called Chlopyrifos at a concentration of 1%, against borer

attack. The efficacy of the same treatment against attack by termites or wood rotting

fungi was not investigated and reported by IPIRTI in their report.

The method of treatment stipulated by IS 710:1976, which is the IS Specification for

Marine Plywood is vacuum pressure impregnation with fixed type chemicals

.

Plywood

Plywood is a sheet material made up of layers of wood called veneers, consolidated

under heat and pressure using a synthetic resin as the adhesive, with the grains of

adjacent layers running at right angles to each other.On account of its cross-laminated construction, plywood has the following superior

features:

High strength and stiffness in the longitudinal and transverse directions.

Excellent resistance to splitting, cracking and shearing.

Excellent dimensional stability.


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High bonding strength between the constituent layers; much more than the

natural bonding between wood fibers.

Flexibilitycan be molded into various forms and shapes.

Availability in large sizes without defects like knots, cracks,

splits, etc.

Being a strong and rigid panel material, plywood is suitable for a wide range of

structural applications in building construction, ship building, bus body building,

railway coach construction, etc. On account of its close similarity to wood, and other

conveniences for manual working, it is also used extensively in furniture and in

building interior systems.

Block board is a thicker sheet material made up of a solid batten core consisting of

narrow battens of wood laid side by side and further covered with veneers on both

sides as in plywood. The battens are cut usually from timber unsuitable for veneer

production.

Block board is essentially a furniture panel. In a modified form, it is also used as a

door shutter when it is called a Flush door.

ADVANTAGES & DISADVANTAGES OF PLYWOOD

Furniture made from plywood is more durable than furniture made from block board,

particle board or MDF.

The construction of a panel product is as important as the resin used for bonding.

Plywood has a rigid laminated construction. When bonded

with BWP type Phenol Formaldehyde resin, plywood is :

18 times more durable than blockboard bonded with the same

adhesive.

36 times more durable than particle board and MDF, bonded with

the same adhesive.


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The same BWP type PF adhesive does not impart the same boiling water resistance to

different wood panel products.

Based on the IS Specifications, hours of boiling water resistance for plywood, block

board, particle board and MDF, all bonded with

BWP type PF resin are as follows;

Plywood Block board Particle Board Mdf

72 Hours 4 Hours 2 Hours 2 Hours

All Marine Plywoods are not equally durable.

About 20% Marine Plywoods in the market are fake(Commercial plywood coloured dark green)

About 75% Marine Plywoods have only 8 hoursboiling water resistance because they are bonded with BWR type resins (IS

303 : 1989)

Only about 5% Marine Plywoods have 72 hours boiling water resistance.

Several so-called Termite Resistant plywoods are easily attacked by borers

Termites are insects which operate from underground colonies. By proper and regular

pest control measures buildings get some degree of protection from termite

infestation. Hence, untreated plywood might appear Termite Resistant by sheer

chance.Borers inhabit untreated plywood & cannot be isolated by environmental treatments.

Only plywood impregnated with preservative chemicals can keep borers away.


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Brand

A name term, sign, symbol or design or a combination of them intended to identify

the product of one seller or group of sellers and to differentiate them from those of

competition.

Sales Potential

A sales potential is an estimate of maximum possible sales opportunities present in

a particular market segment open to a specified company selling a good or service

during a future period.

Demand

Demands are wants for specific products that are backed up by ability and

willingness to buy them.

Market Demand

Market demand for a product or service is the total volume that would be bought

by a defined consumer group in a defined geographic area in a defined time period

in a defined marketing environment under a defined level and mix of industry

marketing effort.

Brand Image:-

The consumer develops a set of beliefs about where each brand stands on each

attribute. These set of beliefs about a brand makeup the brand image.

Marketing Mix:-

Marketing mix is the set of marketing tools that the firm uses to pursue its

marketing objectives in the target market. Marketing mix consists of the four Ps

product, price, promotion and physical distribution.Attitude:-

The word attitude describes a persistent tendency to feel and behave in a particular

way towards some objective or attitudes are evaluative statements either favorable

or unfavorable concerning objects, people or events. They reflect how one feels

about something.


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Perception:-

It includes all those processes by which an individual receives information about

his environment seeing, hearing, feeling, tasting, and

smelling. The study at this perceptional processes shows that their functioning is

affected by these classes of variables the objects or events being perceived the

environment in which perception occurs and the individual doing the perceiving.

Sales Support:-

Sales support is a part of sales promotion. Sales support includes the

advertisement, demonstration, free gifts that enhance the role of a particular

product.

Awareness:-

Awareness means that how many people know about the product and the various

attributes of the product.

SOURCES OF DATA

For the present study both primary and secondary data was used.

Primary data was collected from dealers through survey method with astructured questionnaire. The questionnaire comprised of both open and

closed ended questions.

Secondary data was collected from various books, web sites, companyjournals etc.

SCOPE OF THE STUDY

The survey was conducted in Bangalore City only collecting informations from

dealers of Plywood & Block boards. The dealers were from selected places in


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Company Profile

Century Plyboard (I) Ltd., makers of the well-known Century brand of Plywood

and decorative veneers, was set up in 1986 in Kolkata. The largest seller of

plywood and decorative veneers in the Indian organized plywood market, Century

today is the leading brand and in its short duration of existence has created a

special niche for itself in the industry.. Century today manufacture the entire range

of commercial, marine, concrete, shuttering and decorative plywood.

Its contribution

Century has successfully launched the Pre Lam Particle Board after its success

story with the launch of Mica. The unit was set up with an investment of 35

crores and it will produce 30,000 particle boards per month. The Laminates plant

is set with an expense of 26 crores and has an installed capacity of production of

2,00,000 sheets per month. Century Mica is the decorative laminate that gives its

consumer that extra bit more than any other laminate available in the market. The

only laminate, that gives a seven-year guarantee, against any manufacturing defect

to the consumer. The unique quality of this product is that it is more resistant to

abrasion, scratches, stains, heat, burns etc. It is the result of a unique technology

used and perfected through R&D. This unique technology makes Century Mica

Maxpower [1.5 mm] and Century Colourmax [1.0 mm] extra resistant and even

stronger than others available in the market. Since the last few years Century has

been maintaining an annual growth of approximately 25-30 percent, contributing

nearly 10 percent of the total excise duty collection in the country from the

plywood industry.


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Quality Policy

To manufacture plywood and allied products using appropriate quality of raw

materials following Indian standards with modern sophisticated techniques,

equipment, applying latest Quality Assurance Methods and through competent

employees, with the ultimate aim of total satisfaction to the valued

customers."Century became the first ISO 9002 company in India for Veneer and

Plywood. The company has a centralized quality control team consisting of 5

people who are specially trained and hold diplomas from the Plywood Research

Institute, Bangalore. The company regularly sends them to this Institute for the

refresher courses. Statistical quality control (SQC) measures are also undertaken at

various stages of the production process to ensure the quality of the product

Milestones achieved

In 1998 Century introduced 100 percent termite and borer proof plywood with 7

years comprehensive warranty. The borer proof decorative plywood introduced by

Century has become the minimum benchmark in the industry. In collaboration

with IPIRTI, Century undertook an R&D project of making 100-perecnt boiling

waterproof decorative plywood. It was the first company to have successfully done

this.

Its distribution reach: The company has a very strong dealers network across the

country. A strong sales force is currently servicing its distribution channel.Its processing units... Century Plyboards ISO 9002 plant is located at Bishnupur

near Joka, Kolkata. The 10-acre production complex annually rolls out high-grade

ply, mainly from imported timber and logs. The current capacity of the plant

stands at 22,000 sq. meters per day of Plywood. The production facilities include a

range of state-of-the-art equipment for cutting, shaving, splicing, polishing and


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chemical treatment as well as for research and development. The Laminates,

Decorative Veneer, Commercial, Marine, Concrete Shuttering and Decorative

Plywood are all produced at the same plant.

Product Range Centurys product range includes almost all the varieties of

plywood such as Commercial plywood, Boiling Waterproof plywood, Decorative

plywood, Shuttering plywood, Block Board, Filmface plywood etc. Century Pre

Lam Century Mica [Laminates] Architect Plywood Fantasy Plywood

Firesafe Fire Retardant Plywood Flexoply Flexible Plywood BWR Grade PF

Plywood & Blockboard MR Grade PF Plywood & Blockboard Decorative

Wood Veneer BWP Flush Doors Marine Plywood Shuttering & Film

Coated Plywood Chequered Plywood Burma Teak Ply & Board Century

Adhesive

People behind the Company Mr Sajjan Bhajanka is the Managing Director of

Century. He is involved in products and strategic planning. Mr Sanjay Agarwal -

Deputy Managing Director heads the marketing and sales of the company and is

also part of the strategic planning unit.

Product RangeCentury's product range includes almost all the varieties of plywood, such as commercial

plywood, boiling water-proof plywood, decorative plywood, shuttering plywood, block

board, filmface plywood etc.

After two years of rigorous R&D in the year 1998, Century introduced 100 percent

termite and borer proof plywood with 7 years comprehensive warranty and launched the

new product in the market with wide publicity and thereafter within a few months it

became the top selling brand of plywood in the country. As on date the borer proof

decorative plywood introduced by Century has become the minimum bench mark in the

plywood industry. Thereafter with the help of IPIRTI, Century undertook another R&D

project that is of making 100 per cent boiling water-proof decorative plywood. So far

decorative plywood was available without boiling water proof due to various constraints

in manufacturing the same. Century successfully concluded its R&D and made a new


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mark with another innovative product i.e. 100 per cent boiling waterproof decorative

plywood - almost at the same price being charged by its competitors for general products.

Since the last few years, Century is maintaining an annual growth of approximately 40

percent and has already reached No.1 status in the Indian Plywood Market and selling

more than everybody and at least 30 per cent more than its immediate rivals

People behind the Company:

The Company is headed by Mr. Sajjan Bhajanka as Managing Director and Mr. Sanjay

Agarwal as Deputy Managing Director. Whereas Mr. Bhajanka is a well-known name in

plywood and is involved with its products and strategic planning, Mr Sanjay Agarwal,

who is also a part of strategic planning, heads the aggressive marketing and sales of the

company's products.

The Company finds the plywood industry is slowly, but surely waking up to the needs of

the demanding and knowledgeable customer and it is upgrading its products so as to last

longer and it is good to see Century taking the lead in the change.

Market Share:

It is roughly presumed that the total size of Indian Plywood Market is around Rs.5000

crores in value terms and around 60 crores sq. meters of plywood on 4mm basis in

quantity terms. The market is divided between two categories i.e. (1) branded products

and (2) non-branded products. Until 1970 the share of branded products was 90% in

comparison to 10% of non-branded products but now the situation has been almost

reversed and the branded products have only 10 per cent market share. Generally branded

products are being manufactured by the plywood factories in the medium scale, who are

paying all the taxes and excise duty, whereas non-branded products are mostly being

manufactured by SSI units, most of whom are availing excise and sales tax exemptions.

These SSI units generally are not fully integrated ones. They buy semi-processed raw


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material and do the pressing and finishing jobs in their factories. Thus excise duty

collection is largely from the branded products. The total duty collection from plywood

industry is estimated to be Rs.70 crores, out of which Century's contribution is likely to

be more than Rs.7 crores i.e. around 10 percent of the total excise collection in the

country from the plywood industry. When the excise contribution of Century is compared

with other branded plywood manufacturers, Century is the highest excise contributor and

the next contributor is 30 to 40 percent below it, followed by further lower contributors.

In the western and southern markets, Century is the No. 1 selling brand, whereas in other

markets it is among the top three. The company has achieved a considerable growth in

turnover by 36 per cent in the year 1997-98, 48 per cent in 1998-99 and 52 percent in

1999-2000. It has achieved a turnover of Rs.116 crores during 2000-01 resulting in a

growth of 20 percent.


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ANALYSIS & INTERPRETATION

TABLE-1

SHOWING SINCE HOW LONG THE DEALERS ARE INTO PLYWOOD &

BLOCKBOARDS BUSINESS

Duration No. of Dealers Percentage

Less than 1 Year 0 0

1 to 2 Years 5 10

3 to 5 Years 12 24

5 to 10 Years 27 54

More than 10 Years 6 12

Total 50 100%

Analysis:-

From the above table it can be analyzed that majority of the dealers i.e. 54% of them

are into plywood and block boards business from 5 to 10 years, 24% of them are from

3 to 5 years, 12% of the dealers are into this business from more than 10 years and

10% of the dealers are in this business from 1 to 2 years.

Inference:-

From the above table and analysis it can be inferred that majority of the dealers are in

the business from 5 to 10 years.


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GRAPH1

GRAPH SHOWING SINCE HOW LONG THE DEALERS ARE INTO

PLYWOOD & BLOCK BOARDS BUSINESS

0

10

20

30

40

50

60

Less than 1 Year 1 to 2 Years 3 to 5 Years 5 to 10 Years

0

10

24

54

12


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TABLE2

TABLE SHOWING WHETHER THE DEALERS ARE AWARE OF CENTURY

PLYBOARD (I) LTD

Aware No. of Dealers Percentage

Yes 49 98

No 1 2

Total 50 100%

Analysis:-

The above table clearly shows that a large majority i.e. 98% of the dealers are aware

of Century Plyboard (I) Ltd., while only 2% of the dealers are not aware of the

company.

Inference:-

From the above table and analysis it can be inferred that majority of the dealers are

aware of Century Plyboard (I) Ltd.,


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TABLE4

TABLE SHOWING WHETHER THE DEALERS ARE STOCKING CENTURY

BRAND OF PLYWOOD AND BLOCK BOARDS

Response No. of Dealers Percentage

Yes 45 90

No 5 10

Total 50 100%

Analysis:-

The above table shows that a majority i.e. 90% of the dealers are stocking Century

brand of plywood and block boards in their shops and 10% of the dealers are not

stocking Century brand of plywood and block boards in their shop.

Inference:-

From the above table and analysis it can be concluded that a majority of the dealers

are stocking Century brand of plywood and block boards in their shop.


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GRAPH4

GRAPH SHOWING WHETHER THE DEALERS ARE STOCKING CENTURY

BRAND OF PLYWOOD & BLOCK BOARDS IN THEIR SHOPS

Yes90%

No10%


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TABLE5

TABLE SHOWING THE MAJOR BRANDS OF PLYWOOD &

BLOCKBOARDS THE DEALERS ARE STOCKING IN THEIR SHOP

Brands No. of Dealers Percentage

Century Ply 19 38

Green Ply 6 12

Kit Ply 9 18

Sharada Ply 4 8

Anchor Ply 9 18

Honsur Ply 2 4

Others 1 2

Total 50 100%

Analysis:-

The above table shows that most of the dealers i.e. 38% of them are stocking Century

Ply brand of plywood and block boards, 18% each of the dealers are stocking Kit Ply

and Anchor Ply brand of plywood and block boards respectively, 12% dealers stocked

Green Ply, 8% of the dealers stocked Sharada Ply, 4% stocked Honsur Ply and the

remaining 2% of the dealers stocked other brands of plywood and block boards in

their shop.


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Inference:-

From the above table and analysis it can be inferred that most of the dealers stocked

Century Ply brand of plywood and blockboards in their shop followed by Kit Ply and

Anchor Ply.

GRAPH5

GRAPH SHOWING THE MAJOR BRANDS OF PLYWOOD & BLOCK

BOARDS THE DEALERS ARE STOCKING IN THEIR SHOP

0

5

10

15

20

25

30

35

40

Century Ply Green Ply Kit Ply Sharada Ply Anchor Ply Honsur Ply Others

38

12

18

8

18

4

2


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TABLE6

TABLE SHOWING THE HIGHEST SELLING BRAND OF PLYWOOD &

BLOCK BOARDS WHICH THE DEALERS STOCK IN THEIR SHOP

Brands No. of Dealers Percentage

Century Ply 17 34

Green Ply 7 14

Kit Ply 10 20

Sharada Ply 3 6

Anchor Ply 10 20

Honsur Ply 2 4

Others 1 2

Total 50 100%

Analysis:-

From the above table it can be analyzed that according to most of the dealers i.e. 34%

of the revealed that Century Ply is the most highest selling brand of plywood & block

boards which they store, 20% each of the dealers revealed that Kit Ply & Anchor Ply

are the most highest selling brands in the market respectively, 14% said it is Green

Ply, 6% revealed that Sharada Ply is the highest selling brand, 4% said Honsur Ply

and the remaining 2% of the respondents revealed other brands.


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TABLE7

TABLE SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE

MARKET

Reasons No. of Dealers Percentage

Quality 10 20

Price 11 22

Brand Name 3 6

Availability 5 10

Service 20 40

Others 1 2

Total 50 100%

Analysis:-

The above table shows that according to most of the dealers i.e. 40% of them revealed

that the service of the company is the reason why brand sells more in the market, 22%

indicated that the price of the brand is the reason why it sells more, 20% said the

quality of the brand makes it sell more in the market, 10% indicated that the

availability of the brand makes it sell more in the market, 6% said the reason of brand

name and the remaining 2% of the respondents showed other reasons.


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Inference:-

From the above table and analysis it can be inferred that according to most of the

dealers the service of the company is the reason why the brand sells more in the

market. However it can be also considered that price and quality also matters a lot for

which the brand sells more in the market.

GRAPH7

GRAPH SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE

MARKET

0

5

10

15

20

25

30

35

40

Century Ply Quality Price Brand Name Availability Service Others

34

20

22

6

10

40

2


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39

TABLE8

TABLE SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING

STOCK OF PLYWOOD & BLOCKBOARDS.

Problems No. of Dealers Percentage

Borer Attack 5 10

Warping 12 24

De-lamination 16 32

Termites 10 20

Others 7 14

Total 50 100%

Analysis:-

The above table depicts that according to most of the dealers i.e. 32% of them faced

the problem of de-lamination in keeping stock of plywood and block boards, 24% of

the dealers faced by the problem of warping, 20% faced the problem of termites, 10%

of the dealers faced the problem of borer-attack and the remaining 14% of the dealers

faced other problems in keeping stock of plywood and block boards.

Inference:-

From the above table and analysis it can be concluded that most of the dealers faced

the problem of de-lamination in keeping stock of plywood and block boards.


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GRAPH8

GRAPH SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING

STOCK OF PLYWOOD & BLOCKBOARDS.

0

5

10

15

20

25

30

35

Borer Attack Warping De-lamination Termites Others

10

24

32

20

14


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41

TABLE9

TABLE SHOWING HOW THE DEALERS CAME TO KNOW ABOUT

CENTURY PLY BRAND OF PLYWOOD & BLOCK BOARDS.

Sources No. of Dealers Percentage

Advertisements 3 6

Company Sales Person 26 52

Hoardings 1 2

Architects 12 24

Others 8 16

Total 50 100%

Analysis:-

From the above table it can be analyzed more than half of the dealers i.e. 52% of them

were aware of Century ply brand of plywood and block boards through company sales

persons, 24% of the dealers revealed that they came to know about Century ply brand

of plywood & block boards through the architects, 6% of the dealers were aware

through advertisements, 2% of them came to know from the hoardings and 16% of

them were aware through various other sources.

Inference:-

From the above table and analysis it can be concluded that most of the dealers were

aware of Century ply brand of plywood and block boards through the company sales

persons.


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GRAPH9

GRAPH SHOWING HOW THE DEALERS CAME TO KNOW ABOUT

CENTURY PLY BRAND OF PLYWOOD & BLOCKBOARDS.

0

10

20

30

40

50

60

Advertisements Company SalesPerson

Hoardings Architects Others

6

52

2

24

16


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TABLE10

TABLE SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE

OF SALES


Yes 30 60

No 20 40

Total 50 100%

Analysis:-

The above table shows that according to majority of the dealers i.e. 60% of them

opined that advertising help increase in sales, while 40% of the dealers indicated that

advertising doesnt help increase in sales.

Inference:-

From the above table and analysis it can be inferred that advertising helps in

increasing the sales of plywood and block boards.


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GRAPH10

GRAPH SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE

OF SALES

Yes

60%

No

40%


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TABLE12

TABLE SHOWING WHETHER THE DEALERS LIKE TO BECOME A

STOCKIEST FOR CENTURY PLY BRAND OF PRODUCTS IF GIVEN A

OPTION.


Yes 43 86

No 7 14

Total 50 100%

Analysis:-

The above table shows that a large majority of the dealers i.e. 90 of them are ready to

become a stockiest for the century ply brand of products, while only 10 of the dealers

were not interested in becoming a stockiest for the Century ply brand of products.

Inference:-

From the table and analysis it can be inferred that majority of the dealers are

interested in becoming a stockiest for the Anchor based products.


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GRAPH12

GRAPH SHOWING WHETHER THE DEALERS LIKE TO BECOME A

STOCKIEST FOR CENTURY PLY BRAND OF PRODUCTS IF GIVEN AN

OPTION.

Yes

90%

No10%


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TABLE13

TABLE SHOWING THE RATING OF THE AFTER SALES SERVICE OF THE

CENTURY PLYBOARD LTD

Rating No. of Dealers Percentage

Excellent 3 6

Very Good 21 42

Good 20 40

Average 6 12

Poor 0 0

Total 49 100%

Analysis:-

From the above table it can be analyzed that according to 42% of the dealers the after

sales service of the CENTURY PLYBOARD LTD is very good, closely 40% of the

dealers had a good review, 12% rated it as average and the remaining 6% of the

dealers had an excellent review.

Inference:-

From the table and analysis it can be inferred that the after sales service of Century

Plyboard Ltd is very good and good.


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GRAPH13

GRAPH SHOWING THE RATING OF THE AFTER SALES SERVICE OF

CENTURY PLYBOARD LIMITED.

0

5

10

15

20

25

30

35

40

45

Excellent Very Good Good Average Poor

6

42

40

12

0


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TABLE14

TABLE SHOWING RATING OF CENTURY PLY BRAND OF PRODUCTS

AGAINST ITS COMPETITORS

Factors Excellent Very Good Good Average Poor

Quality 16% 24% 26% 30% 4%

Price 4% 9% 25% 50% 12%

Brand Name 25% 30% 30% 15% 0%

Availability 10% 12% 35% 38% 5%

Service 20% 45% 25% 8% 2%

Analysis:-

The above table shows that:

In the quality aspect of century ply brand of products most of the dealers i.e.30% of them rated it as average as against its competitors, 26% rated it as

good, 24% of them rated it as very good, 16% of them had a excellent review

and 4% rated it as poor.

In the price factor of century ply brand of products most of the dealers i.e.50% of them rated it as average as against its competitors, 25% rated it as

good, 9% of them rated it as very good, 4% of them had an excellent review


In the brand name aspect of century ply brand of products most of the dealersi.e. 30% each of them rated it as very good and good, 25% of the dealers rated

it as excellent and 15% of them had an average review.

In the availability factor of century ply brand of products most of the dealersi.e. 38% of them rated it as average as against its competitors, 35% rated it as


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good, 12% of them rated it as very good, 10% of them had an excellent review


In the service factor of century ply brand of products most of the dealers i.e.45% of them rated it as very good, 25% rated it as good, 20% of them rated it

as excellent, 8% of them had an average review and 2% rated it as poor.

GRAPH14

GRAPH SHOWING RATING OF CENTURY PLY BRAND OF PRODUCTS

AGAINST ITS COMPETITORS

0%

10%

20%

30%

40%

50%

60%

Excellent Very Good Good Average Poor

Quality Price Brand Name Availability Service


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S U M M A R Y O F F I N D I N G S

It was found that majority of the dealers (i.e. 54%) of them are into plywoodand block boards business from 5 to 10 years.

A large majority (i.e. 98%) of the dealers are aware of century ply brand ofproducts

A majority (i.e. 90%) of the dealers are stocking century ply brand ofproducts

Most of the dealers (i.e. 38%) of them are stocking Century Ply brand ofplywood and block boards and (18%) each of the dealers are stocking Kit

Ply and Anchor Ply brand of plywood and block boards respectively.

According to most of the dealers (i.e. 34%) of the revealed that Century Plyis the most highest selling brand of plywood & block boards which they storeand (20%) each of the dealers revealed that Kit Ply & Anchor Ply are the

most highest selling brands in the market respectively.

Most of the dealers (i.e. 40%) of them revealed that the service of thecompany is the reason why brand sells more in the market.

According to most of the dealers (i.e. 32%) of them faced the problem of de-lamination in keeping stock of plywood and block boards and (24%) &

(20%) of the dealers faced the problem of warping and termites.


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More than half of the dealers (i.e. 52%) of them were aware of century plybrand of products through company sales persons.

According to majority of the dealers (i.e. 60%) of them opined thatadvertising help in increase in sales.

A large majority of the dealers (i.e. 86%) of them are ready to become astockiest for the century ply brand of products.

According to (42%) of the dealers the after sales service of Century plyboardltd is very good & closely (40%) of the dealers had a good review.

In the quality aspect of century ply brand of products most of the dealers (i.e.30%) of them rated it as average as against its competitors.

In the price factor of century ply brand of products most of the dealers (i.e.30%) of them rated it as average as against its competitors.

In the brand name aspect of century ply brand of products most of thedealers (i.e. 30%) each of them rated it as very good and good respectively.

In the availability factor of century ply brand of products most of the dealers(i.e. 38%) of them rated it as average as against its competitors.

In the service factor of century ply brand of products most of the dealers (i.e.45%) of them rated it as very good.


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SUGGESTIONS & CONCLUSIONS

Company should provide better service to the dealer as salesassistance, new product information etc.

Local publicity should be made highly for consumer scheme to createawareness of the dealer location.

Introduce innovative schemes from time to time for dealers / consumers.

There is a need to be preemptive offensive strategy in pricing. Price parityshould be maintained throughout the market.

The company should emphasis on new model with quality and durability andthat should be uniqueness from the competitors.

The company should seamlessly calculate dealer compensation, salescommissions, adjustments, penalties and other financial transactions in a multi-

hierarchical dealer environment. The following benefits can be achieved :

- Greater Coverage: service providers can manage a widespread distribution

of dealer networks so they can reach out to their customers with the ability to

set up complex dealer and agent relationships within the network. The

system can handle infinite numbers of dealers, sub-dealers and sales agents.

- Monitor performance: The production of comprehensive reports, means

the service provider can have a detailed view of dealer commissions generated in


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order to better monitor performance. The service providers can evaluate the dealers

efficiency and sales patterns. They can also attach sales agents to a group of dealers

and monitor their performance on different parameters such as revenue generated,

customers acquired, customers churned.

- Increase visibility: The service providers can form hierarchies as well as

Sales Groups comprising dealers, sub-dealers, and sales agents to carry out sales

operations to gain a better view of the value chain. Commission sharing percentages

amongst the agents, dealers and sub-dealers can also be setup.

- Encourage competition: The service provider can offer promotional bonuses

or impose penalties to dealers, based on their performance in acquiring

customers, as well as retaining existing ones.


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B I B L I O G R A P H Y

1. C.R. Kothari, Research Methodology (Methods & Techniques),

1995, Wishwa Prakashan.

2. Donald R.Cooper & Pamela S. Schindler, Research Methodology, 1999,

Tata MacGraw Hill.

3. Schiffman, Consumer Behaviour, 2000, Tata MacGraw Hill.

4. Philip Kotler, Marketing Management

5. Company Journals

6. www.centuryply.com

7. www.google.com


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A N N E X U R E S

QUESTIONNAIRE

Name :

Shop Name :

Address :

1. How long have you been into this business?

a. Less than 1 year [ ] b. 1-2 Years [ ]

c. 3-5 Years [ ] d. 5-10 Years [ ]

e. More than 10 Years [ ]

2. Are you aware of Century Plyboard Ltd ?

a. Yes [ ] b. No [ ]

4. Are you stocking Century ply brand of Plywood & Block boards in your shop?

a. Yes [ ] b. No [ ]

5. What are the major brands of plywood & block boards you stock in your shop?

a. Century Ply [ ] b. Green Ply [ ]

c. Kit Ply [ ] d. Sharada Ply [ ]

e. Anchor Ply [ ] f. Hunsur Ply [ ]

g. Others [ ]

6. Which is the highest selling brand of plywood & block boards which you stock in yourshop?

a. Century Ply [ ] b. Green Ply [ ]

c. Kit Ply [ ] d. Sharada Ply [ ]

e. Anchor Ply [ ] f. Hunsur Ply [ ]

g. Others [ ]


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7. What do you think is the reason this brand sell more in the market?

a. Quality [ ] b. Price [ ]

c. Brand Name [ ] d. Availability [ ]

e. Service [ ] e. Others [ ]

8. What are the problems you face in keeping stock of plywood and block boards?

a. Borer Attack [ ] b. Warping [ ]

c. De-lamination [ ] d. Termites [ ]

e. Others [ ]

9. How did you come to know about Century ply brand of plywood & Block boards?

a. Advertisements [ ] b. Co. Sales Person [ ]

c. Hoardings [ ] d. Architects [ ]

e. Others [ ]

10. Do you think that advertising help increase sales?

a. Yes [ ] b. No [ ]

12. Given an option will you become a stockiest for any of these brands?

a. Yes [ ] b. No [ ]

13. How do you rate after sale service of Century Plyboard Ltd?

a. Excellent [ ] b. Very Good [ ]

c. Good [ ] d. Average [ ]

e. Poor [ ]


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