PROJECT REPORT

ON

“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR

AND THE SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON

THOSE PROJECTS”

SUBMITTED By:-

Amiya Raut

PGPM/09-11/ 67

SECTION-B

Submitted for partial fulfillment of the requirement of PGPM 2009-11

Under the guidance of

Mr. Sarada Prashanna Sahoo Prof. Raj kamal Verma

Associate manager ASBM, Bhubanewar

Bapuji Nagar, Bhubaneswar

ASIAN SCHOOL OF BUSINESS MANAGEMENT, BHUBANESWAR

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- CERTIFICATE FROM THE ORGANIZATION : 3

- CERTIFICATE BY THE FACULTY GUIDE : 4

- DECLARATION : 5

- ACKNOWLEDGEMENT : 6

- EXECUTIVE SUMMARY : 7

- INTRODUCTION: 8 Company’s background, 8 Motto, mission and business policy 12 Certification 13` Integrated management system policy and objective 14 Merino laminates 15 Compact laminates 16 Merino panels and boards 22 Restroom and locker solution 26 Objectives of this study 39

- METHODOLOGY: 42 Sample, Types of data Data collection method

- RESULTS : 45 Analysis of data, Tabulation, Computation Graphical presentation 58 - SWOT ANALISIS OF MERINO 65- RECOMMENDATION : 68- CONCLUSION 70- BIBLIOGRAPHY : 71- ANNEXURE : 72

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Contents Contents

Page No.

CERTIFICATE FROM THE CORPORATE GUIDE

This is to certify that Mr.Amiya Raut, PGPM/09-11/67, a student of

Asian School of Business Management, Bhubaneswar, Orissa, has

successfully completed his summer training under me at MERINO

INDUSTRIES Ltd , BBSR, Orissa for the month of April-June 2009.

I wish him all success in his future.

Signature of the Corporate Guide

Date:Date:

Name of corporate guide

3

CERTIFICATE FROM THE FACULTY GUIDE

This is to certify that the project work entitled “UPCOMING

CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE SCOPE

OF MERINO INDUSTRIE’S PRODUCTS ON THOSE PROJECTS” is done

by the student named Amiya Raut under my guidance and supervision for the partial

fulfillment of degree of PGPM, Asian School Of Business Management,

Bhubaneswar.

To the best of my knowledge and belief the thesis:

1. Embodies the work of the candidate himself.

2. Has duly been completed.

3. Is up-to the standard both in respect to contents and language for being referred

to the examiner.

Signature of the Faculty Guide

Date:Date:

Name of Faculty guide

Prof. Raj kamal Verma.

4

DECLARATION

I, Mr.AMIYA RAUT ,do hereby declare that the project report titled

“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR AND

THE SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE

PROJECTS” is a genuine research work done by me at MERINO

INDUSTRIES Ltd. Located at Bapuji Nagar,BBSR and it has not been

published anywhere earlier to the best of my knowledge.

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ACKNOWLEDGEMENT

The Summer Internship Project on “UPCOMING

CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE

SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE

PROJECTS” offered both a learning experience as well as a glimpse into

the emerging world of change in consumerism and future marketing trends.

During the tenure of this project, I was fortunate to have interacted with

Architects, Interiors and dealers who in their own capacities have

encouraged and guide me.

I would like to thank Prof. Raj kamal Verma (faculty guide), for his

keen support and guidance provided for the successful completion of the

project.

I would like to thank my corporate guide Mr. Sarada Prashanna

Sahoo who gave and confirmed this permission and encouraged to go ahead

with my training.

Also I would like to take this opportunity to thank all at Merino group

who helped me during my Summer Internship Project .

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EXECUTIVE SUMMARY

The main objective of the project was to find out the scope for the

Merino Products in Bhubaneswar where there are a lot of construction

projects are going on.

The findings shows that the quality of merino is still unbeaten and the

brand name is still there and also there is a great opportunity for it but, due

to its improper marketing strategies like promotional activities,

advertisements etc. and high price comparison to others and improper supply

of products are some of the vital reasons for its failure.

The conclusion drawn from the study is that the company must look

after to take proper care of the marketing policy of the company for its

comeback in the market as its brand name is best in the market and its

quality is No.1 compare to others.

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INTRODUCTION

ABOUT THE COMPANY:

Merino started its journey in 1968 with a zeal for excellence and commitment

towards ethics and has today achieved a turn over of Rs 3000 Million. The two primary

areas of operation for Merino are – Interior Solutions and Agro Business.

In interior solutions the group started with progressive compulsion of providing

furniture and paneling industry with products that compliment home and office décor.

The first product launched in the year 1974 was plywood which gainded apposition of

eminence for quality and service. The group forayed into high pressure decorative

laminates with a manufacturing unit at Hapur. To meet the increasing demand, a second

unit was set up at Rohad.

The speciality of the group is continuously releasing new products. Merino has

over the years innovated quality products keeping pace with world trend and market

demand. These products have increasingly found favour also with architects and

designers as they compliment the creative need. The range of products today includes

high pressure laminates(HPL), melamine face particle board, medium density

fiber(MDF)board, plywood , furniture components and solutions, ready to fit furniture

My Space, adhesives- Merino strong, restroom and locker systems.

The group adopted an integrated approach for all endevours. It offers its customer

from raw material to final products. Today merino holds the distinction of being the

largest manufacturer and highest exporter of laminates in India as recognized by

Government of India.

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The same integrated approach has been adopted for Agro business. In agro, the

group started with cold storage and further integrated to farming, biotechnology and food

processing. Today it has ventured into FMCG market with potato flakes under the brand

name Vegit.

COMPANY PROFILE

Infrastructure:-

The has two manufacturing facilities with a combined capacity to produce 28

million squire meter of HPL per annum. It has two short cycle lamination facility for

producing for producing pre laminated particle and MDF board in various sizes. A new

facility for pre-laminated board is being installed in Banglore to take care of increasing

demand. To offer customized design it has set up a printing facility at Hapur unit.

Driven by he integrated approach a every stage of its operation Merino has set up

units for producing formaldehyde and resin. It has also installed a plate polishing facility

for uniform surface finish.

In its commitment to economy, merino has gone a step ahead by instating co-

generation plant for generating power. This plant also addresses Merino’s environmental

concerns by using agro waste as fuel.

In its endeavour for service the group has se up offices and warehouse in all major

state capitals to ensure efficient logistics and delivery. Further in- house fleet of vehicles

ensure on time supplies.

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Quality system and R&D

Merino facilities are working under ISO 9001 and ISO14001 certified systems.

He group has integrated all stages of of operation through ERP ensuring transparency an

on time information to customers and service providers.

The dedicated and focused R&D team works in synchronization with the

commitment towards continuous innovation and improvement. This has laid led to slew

of superior quality products. Experts are continuously invited from across the world to

educate and enhance knowledge base.

Today, Merino is a trend setter in design and speciality products blending

technology with ambience and environment products blending technology with ambience

and environment. This was possible for the philosophy adopted in the business operation

that products and services should be market driven, knowledge based, system sustained,

IT enabled and ethic anchored. At Merino, distinctions are not dead ends but rather

milestones towards further achievements.

Human resource:

Merino has a dedicated workforce of 2000 highly qualified and competent

professionals and has over the years created an intellectual resource pool. It has created

an environment for growth through enhancement of skill and knowledge.

Environment-

Environment a concern worldwide has also been a focus area for Merino. Merino

has proved special emphasis towards

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Minimizing harmful effects on the environment caused by its activities

Achieving continual improvement of its environmental performance.

The group adheres to a set of management processes and procedures that allow it

to analyze, control and reduce the environmental impact of its activities, products and

services and operate with greater efficiency and control.

Social commitments:

The driving force at Merino group goes much beyond profit motive. It is focused

on the ethos of excellence, ethics providing consumer quality solutions all leading to a

great emphasis on social responsibility.

As a concerned corporate citizen the group has contributed in selected thrust areas

in keeping with the national priorities of education and heath care.

The group has adopted 100 villages for prevention and control of Tuberculosis. A

dedicated team of doctors treat people in remote areas by regular visits and providing free

medicines. Charitable dispensaries have been set up. In the field of education it provides

scholarship to needy students and published books.

With merino group this social concern is an ongoing endeavour. And many such

philanthropic programmes are in the anvil and will be executed on a continual basis.

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MOTTO

At Merino, our motto is to approach every step of our work keeping in mind 3 key principles  

Economy Excellence Ethics

MISSION

Global competence and economic prosperity through western work culture and Indian ethos.

BUSINESS POLICY

At every step we will ensure that we are Market driven, Knowledge based,

System sustained, IT enabled and Ethics anchored - resulting in creation of wealth for

all the stakeholders.

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Certifications

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INTEGRATED MANAGEMENT SYSTEM POLICY AND OBJECTIVE

The Merino panel products limited, are committed with team spirit to adopt an

integrated management system of quality, environment and health& safety based work

culture founded on the concept of continual improvement with emphasis on innovation to

serve all our stake holders in general and our customer in customer in particular, offering

activities, products, services and processes endowed with excellence, made economic

through efficient of resources and rendered environment friendly and taking care of

employee’s health &safety through adaptation of necessary processes, while keeping the

economic health of organization vibrant maintaining profitability, growth and upholding

ethical standard.

Following broad areas are identified to fulfill the commitment:

1. Identification of expressed and latent needs of customers to offer timely, solutions

based products & services.

2. Improvement in productivity by constant reduction of wastage, rejections,

machine breakdowns, cost and continual up-gradation of technology and efficient

use of energy.

3. Ensure safety and security to Men, Machines, Methods and Materials.

4. Preventing pollution, reducing emission and conserving natural resources.

5. Preventing injury and &occupational hazard to associate personnel.

6. Improving Employee performance through participation through participation,

need based HR practices and adoption of safety and environmental norms.

7. Complying with statutory & regulatory requirements of following best

management practices.

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MERINO LAMINATES

Decorative laminates

Merino decorative interior grade laminates are suitable for a wide range of

applications such as home furniture, wall linings, column claddings, doors, shelves, table

tops, work-tops, counters, vanity units, cubicles, lift linings, store fittings, displays, check

out desks, office partitions, storage units, etc.

Merino provides more than 400 designs in 36 finishes and can produce 11

different sizes simultaneously. Merino introduces new designs at regular intervals to keep

pace with the changing trends in the market. These designs, in combination with the

variety of innovative textures, make the range dynamic, trendy and young.

Merino high pressure decorative laminates comprise of specially selected

decorative papers and absorbent kraft paper impregnated with melamine and phenolic

resins, pressed and hardened under heat and high pressure. The process ensures strong

bonding, resistance to boiling water and stains and increases dimensional stability.

Surface protection through special treatment makes Merino laminates scratch resistant.

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Merinoflex

Merinoflex postforming grade laminates are intended for use on vertical and

horizontal interior surfaces where it is necessary that the laminate rolls in a simple radius

over the edges of the substrate. The result - no seams around edges and a smooth evenly

laminated, attractive surface.

  Merinoflex adds the decorative property to the edge of any laminate surface,

whereby removing seams. Formed edges of counters, desktops, cabinet doors and drawer

panels are familiar applications of postforming laminates.

Compact Laminates

Merino Compact is a solid grade, load bearing hard laminate. It has an inner core

of celluloid fibres impregnated with thermosetting resins, which is resistant to

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atmospheric and chemical agents. Its composition allows sawing, drilling, machining and

chiseling on site. Screw threads may be cut into it and self-threading screws can also be

used.   Merino Compact is available in the following options

Black core

Brown core

Center line

Multi-strip (alternative strips of different colour paper in the core)

Specialty Laminates

Merino also produces a wide range of specialty laminates to meet the special

requirements of modern architecture and workspaces. Fire retardant laminates to prevent

the spread of fire, compact laminates, electrostatic dissipative laminates for electrostatic

protected areas and door skins are some of the specialty grade laminates available.

a. Electrostatic Dissipative Llaminates.

Merino Electrostatic Dissipative (ESD) laminates offer one of the best ESD

properties for laminate surfaces available today in India. It provides a safe environment

for furniture used in electrostatic protected areas (EPAs). The ESD surface drains out the

static charges thereby minimizing the chances of sparking and damage to sensitive

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electronic appliances. At the same time, it does not allow dust particles to accumulate on

the surface, resulting in a clean and healthy work place.

b. Fire Retardant Llaminates

Merino Fire Retardant Grade Laminates are manufactured by treating specially

developed papers with fire retardant chemicals. They are halogen free and thus eliminates

the risk of toxic smoke. They are designed for applications requiring flame and smoke

resistance.

c. Metallic Specialty Laminates

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Metalam metallic foil laminates lends a modern decorative appeal to interiors.

Metalam high pressure metallic laminates are ideal for use in hospitality, gaming,

entertainment, interior design, set design, retail, signage, display, cruise and furniture

industries. Their bright reflective aspects render the ambience a modern and sleek

look. Metallic foils are pressed along with the kraft paper to produce this special

grade of HPL.

Metalam is available in standard sizes of 8' x 4' & 10' x 4' in special finishes and

designs.

Door skins

Merino Door Size Laminates are used to economically laminate doors without

any wastage. The size available is 3ft x 7ft (915mm x 2150mm) in suede finish.

Merino Door Skins are an economical option for aesthetically covering your

doors, as one can choose from a wide variety of themes. There are themes to match

the taste of different age groups and mind-sets. There is a range for kids; there are

designs for worship areas, floral motives and also a range that gives an impression of

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fusion of different materials like glass and various species found in the woods. The

facility to order custom designs is also available

Merino Writeons.

Merino Marker Board is made with special type of synthetic polymer which

imparts durability and easy cleaning to the surface. They are used extensively in

conference rooms, auditoriums, colleges and institutions.

Merino Chalk board laminate has a special surface for use of dry chalk. These

chalkboards are an economical alternative as writing boards for schools. The surface

colour renders contrast against chalk marks. The special characteristics of Merino

Chalkboard surface ensures perfect continuity in chalk marks for hassle-free and

legible writing.

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Merino edgeit

Modern furniture design is all about creativity, liberty and greater flexibility.

edgeit offers it all in providing edge band solutions for every single design pattern which

you would like to fabricate. With outstanding modern fabrication properties, edgeit gives

you the most important edge in design execution and colour selection for your furniture.

edgeit can be moulded to any shape of furniture, making it ideal for smooth, friendly

surfaces such as in restaurants which need to be hard-wearing.

Edgings are becoming increasingly important in the furniture industry. Novel

materials, colours, embossed finishes and many other features make Merino edgit

something not just to be seen but also felt and experienced.

Edgeit provides a hermetic seal that is hygienic and waterproof unmatched by

other edging materials and is easy to clean, non toxic and resistant to heat and chemicals.

Available in a range of colours, edgeit is cost effective as it keeps tables and furniture

looking good for longer.

Edgeit stands for modern, ergonomics and environment-friendly edge band

solutions with outstanding fabrication properties and unique product variety.

Merino is now supplying furniture finished to the hospitality, healthcare,

education and office furniture markets as well as to the shop-fitting industry throughout

the Asia Pacific region.

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Merino Drill and Entry Boards

Merino Drill and Entry Boards are special boards designed for technical purpose .

Those boards are used in the assembly for protecting drill bead while drilling PCBs. They

are used at the base of assembly for protecting the same.

MERINO PANELS AND BOARDS

Merino Group started operations in Panel Industry with manufacture of Plywood.

Today it has diversified and are importing particle board & MDF.

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The group has set up 3 units for the production of low pressure laminate (MFC).

The philosophy of multiple units is easy accessibility in different corners of the country.

The product range includes :

     Plywood

     Raw MDF

     Raw Particle board

     Prelamianted and postlamianted Particle Board.

     Prelaminated and postlamianted MDF Board.

Merino prelaminated boards

a. Prelam Particle Board

Particle board is a 3-layered chip board made by binding wood particles ranging in

size (from flakes to splinters) together with suitable adhesives such as plastic resin

and pressing them to form sheets.

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b. Prelam MDF Board

Medium-density fibre boards (MDF or MDFB) is an engineered wood product

formed by first breaking softwood into wood fibres, then combining the same with

wax and resin, and then forming panels by applying high temperature and pressure. It

is a building material similar in application to plywood but made up of separated

fibres, not wood veneers. It is denser than particle board.

Merino plywood.

a.Tuffply

Tuffply is a panel product consisting of thin wood veneers glued together in cross

direction under a specified pressure and the species used are Garjan and Eucalyptus.

This cross lamination provides excellent two way strength and stiffness properties.

The veneers are well seasoned to control their moisture content and prevent warpage

Merino tuffply is BWR grade and phenol formaldehyde bonded.

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c. Com Plywood

Comply is specially made for making furniture that has no direct contact with

water.

They offer significant economic advantage and are resistant to delamination,

dimensional instability

d. Shuttering Plywood

Merino Film Faced Shuttering Plywood is made from special hardwood veneers,

such Hollock, Makai and Garjan. The veneer sheets are then bonded with a specially

imported film and pressed together under specific pressure. The film surface has extra

smoothness which eliminates final plastering thereby reducing costs. The plywood is

free from de-lamination, dimensional instability, chemicals, borers and termites.

Shuttering plywood can be used multiple times.  

e. Block Board

Block board is composed of two components, frame and filler. Filler is made of

softwood strips placed end to end and is sandwiched within a frame of veneers. The

sandwich is then glued under high pressure. A single veneer on both sides is known

as 3-ply. A double veneer on both sides is called 5-ply. In Merino block board the

filler and the frame are both pine wood veneers.

f. Flush Doors

Flush doors are made from selected hard wood timbers, thus providing them

structural strength and dimensional stability. Timbers are treated with preservative

chemicals in a vacuum impregnation pressure plant to make them immune to termites and

borers. During the manufacturing process these doors are pressed with phenol

formaldehyde resin at high pressure to make them boiling-water proof. The doors are

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treated with preservative chemicals by dipping them at (60°-70°C) to make them

absolutely free from any biological agents.

Flush doors are available with two sided commercial veneers and are also

available with post lamination done on the face. In post-laminated flush doors one can

choose from the vast range of laminate designs available from Merino.

RESTROOM AND LOCKER SOLUTIONS

Merino Restroom & Locker systems have changed the restroom culture in India.

These systems have been designed to provide appealing and practical solutions for heavy

traffic restrooms. Manufactured for the first time in India in technical collaboration with

Besco of Singapore, Merino offers a range of restroom and locker systems in a variety of

colours, with nylon or stainless steel accessories and fittings imported from Singapore.

Merino makes high quality compact laminates (Solid Grade) to ensure these

cubicles are heavy duty and have properties of high density, high pressure and load

bearing, as well as resistance to atmospheric and chemical agents. The compact panel

ensures that cubicles are impervious to water and resistant to impact, making them ideal

option in areas where there is high level of humidity or frequent vandalism. High quality

nylon and stainless steel imported accessories and fittings ensure that the system is

loaded with features of durability & elegance.

dry system advantages

Economy of Space : Partitions are only 12mm thick as compared to 150mm

Brick wall

Economy of Load : Much lower as compared to Brick wall

Installation Time : 4 cubicles per day i.e. approximately One Floor per day

Tidiness : No Wet Work required

Air Ventilation : Top and Bottom gaps are provided in the design

Cleaning the Floor Area : Very Effective. No corners to accumulate Dust

Range of Colors : Range of colors available in Accessories as well as Boards

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Disadvantages of Wet System

Sits on the Ground which makes Cleaning very difficult

Dirt Settles and Stains around the Bottom

Tiles Designs can go out of production making Replacement

Difficult

The Grouting joints are Porous and therefore Absorb

Pungent Smell

Thickness of Wall 6ft x 6", results in loss of 3 Sq. ft area

Load of the Building is high

No Natural Ventilation

besco by merino advantages

Polyamide Advantages

Finish : It retains brilliant finish even after many years of demanding use.

Color : It will not fade, tarnish or rust.

Durability : It is extremely strong, impact resistant & flexible. It will not become

hard and brittle, or soft and elastic.

Surface : It has a smooth, non-porous surface which WILL NOT support bacteria

or attracts dust.

Anti-static : It does not transmit static electric shocks or extreme changes in

temperature; it is warm to the touch.

Environmentally Correct : It can be recycled and in case of fire the surface does

not produce any toxic or caustic gases.

Compact Advantages

Water & Moisture : Water proof - except in stagnant water; extensively used for

Shower cubicles

Staining, Graffiti & Bacteria growth : Top layer coated with melamine resin of

high concentration. No pores on top surface hence non absorbent

Scratching : Single smooth entity with very hard melamine top

Impact : Has high density and right flexural strength therefore vandal proof.

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Fire : Passes BS 476 Class 1 Test

Color Change : Passes the Xenon Arc Wool test Grade 6. No change except

when directly exposed to sunlight for 180 days

Cigarette Burn : Passes highest grade "5" as per ISI Specification

CUBICLES

Merino makes high quality compact laminates (Solid Grade) to ensure these

cubicles are heavy duty and have properties of high density, high pressure and load

bearing, as well as resistance to atmospheric and chemical agents. The compact panel

ensures that cubicles are impervious to water and resistant to impact, making them ideal

option in areas where there is high level of humidity or frequent vandalism.

a. Zeus

This popular model is used extensively in all kinds of commercial, industrial and

institutional buildings. The panels can be engraved with custom graphics as per

customer needs. It incorporates full Nylon Polyamide 6 fittings and accessories and

are anti-bacteria grade for additional safety. This Model has the specialty of having

all the accessories and the top rail in Nylon (Polyamide - 6).

a. Doric

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The Doric series is ideally suited for heavy usage areas like hostels, institutes,

malls and multiplexes. With its robust aluminium pole construction, this cubicle is a

time-tested and proven option. For retrofit projects where only doors are required, the

Doric P-D Doors series can interface with existing brick walls with a wrap around of

matching pilaster.

b. ZMS

This is the most popular and well received model the world over. It's sleek design

and breath-taking looks are complemented by excellent sturdiness and high

durability. The extruded Aluminium top rail gives it a clean and elegant look and

makes it an economical and effective solution without compromising on quality.

c. Titan

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The Titan series is made of stainless steel and ideal wherever clean, sleek designs

are preferred. The design is simplicity itself and eliminates the need for a top rail.

Titan series gives you a wide range of choices in terms of stainless steel grades, as

well as design and sizes of all accessories. You can choose from Titan Box-Up

12mm, Box-up 18mm and Standard series

d. Ceiling Hung

This elegant option from the Titan series eliminates the need for any floor

restructuring by being hung from the ceiling. This makes it easier to maintain. All

accessories and fitting are of stainless steel and is remarkably resistant to water,

chemicals and impact.

e. Athena

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The Athena series of restroom systems features the free-floor concept where

nothing sits on the floor, and all weights are transferred to the walls through a top

carrying beam. This makes for easy cleaning and maintenance. Despite the lack of

legs, it is remarkably sturdy and does not wobble at all.

 

g. Glass Door

n keeping with trends, you also get glass doors as an option across all models of our

restroom cubicles. Special quality stainless steel 304 screws ensure a higher standard of

safety and maintenance.

Urinal Modesty Panels

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The male needs for privacy cannot be underestimated. Lack of privacy has

negative consequences in cleanliness, safety & health repercussions.

Besco by Merino Uro Modesty Panels are designed with the highest consideration

of Paruresis requirement. The divider is easy to maintain and provides almost unlimited

design flexibility.

Besco by Merino Uro Modesty Panel has clean lines, is attractive as well as

strong and durable to hold up the Uro in between.

The standard Uro Modesty Panel offered has total height of 1200 mm & depth of

500 mm. As per international standards the gap of the divider from ground should be

between 500 -600 mm.

Available in 12mm system.

Nylon is available in standard white, grey or black colours. Other colours

available upon request.

SS accessories in grade 304

Support Grab Bars

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These are versatile, customizable grab bars and railings for physically challenged

people in public places that conform to ADA (Americans with Disabilities) standards.

Jet Towels

This superb product is an ideal alternative to the conventional and inefficient hot

air hand dryers. These jet towels direct a blast of air onto both sides of your hands. The

high speed motor produces an air flow rate of 70m per second, drying your hands

hygienically in 8 to 10 seconds. It is a popular choice in offices, food processing plants,

pharma companies, hotels, super markets and other facilities where high levels of

sanitation are required.

Since there's absolutely no contact with the hands, Jet Towel usage is very

sanitary. And because no paper waste is generated, it offers the added benefit of keeping

the washroom environment cleaner and tidier.

Locker Systems

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Besco Locker is the ultimate in locker design and construction. It does not rust,

rot, or disintegrate like steel, wooden or plastic lockers. Our 100% solid phenolic board

constructions combined with State-of-the-Art hardware design gives you an extensive

range of customized styles and sizes for your individual storage needs. Be it a changing

room, library, clubhouse, swimming pool, gym, or school, Besco by Merino lockers is

waterproof, highly vandal-resistant, elegant & versatile in performance. There are more

than 52 colors and designs to choose from. Matching benches are also available. Send us

your drawings and we'll make it a reality.

The top, bottom and the shelves are of 9mm Merino grade compact laminate made

The side and the back partition are 3 mm thick Merino grade compact laminate made

Doors are 9 mm thick Merino grade compact laminate made Aluminium channels and posts are available in only natural anodized finishing SS Hinges are available in 304 grade The locks available are Cam Lock , Hasp Lock & Cylindrical House

Merino by Hanex Solid Surfaces

Limitless choices, Freedom to create the design of your dreams, Rich colors and textures,

Superior function and form. These are some of the advantages of the Merino Solid

Surfaces by Hanex.   Crafted from a unique blend of acrylic resins and natural materials,

the sheets can be cut, shaped and formed into a boundless range of designs. Best of all,

unlike other surfacing materials, it can be repaired and restored to its original condition.

These solid surfaces can be fabricated and installed in both residential and commercial

applications with inconspicuous seams giving your interiors unmatched durability and

design flexibility.   Merino Solid Surfaces are suitable for a wide range of applications

such as counter top, wall covering, door sill, window sill, bath tub, art wall, interior

accessories, table top, bar top etc

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Merino Strong PVA

In an endeavour to provide the complete range of products for the furniture and

panel industry, Merino introduced Merino Strong Poly Vinyl Acetate (white glue) that

gives your creations a permanent and durable bonding.

Quality: The Merino Strong composition withstands extreme climatic conditions and

chemicals to give your creations a superior and durable bonding. It is ideal for furniture,

shelves, tabletops, workshops, counters, cubicles, column claddings, display panels,

checkout desks, etc.

Use: Before applying Merino Strong, both the surfaces should be free from dust, heavy

stains or grease. Wipe the surfaces with a clean duster. Apply Merino Strong evenly and

throughout both surfaces. Allow it to dry for 10 minutes before bonding the surfaces

together. Adhesive residue can be removed with white mineral spirits.

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What started as a small family-run enterprise in 1968 is today a multi-faceted

corporation with a turnover exceeding Rs. 500 crores, offering a wide array of products in

Interior Solutions and Agribusiness.

In Interior solutions, the Merino Group offers products that compliment home and

office décor. The range include high pressure laminates (HPL), melamine faced particle

board and medium density fiber (MDF) board, plywood, furniture components and

solutions, ready-to-fit furniture – My Space, adhesives, restroom and locker systems. The

group holds the distinction of being the largest manufacturer and the largest exporter of

laminates in India as recognized by the Government of India.

In accordance to their commitment, they bring at customer’s door step finest in

home furniture. The fine art of interior décor with creativity and durability adds meaning

to one’s space.

My Space is ready to fit home furniture with state of the technology. Their

designs are contemporary and classy which gives ones space a new look and character.

Their furniture comes with the assurance of quality and durability.

Residential furniture solutionsToday many developers and builders value- add their real estate by offering their

customers pre-fitted furniture, kitchens and storage units. They provide solutions like:

Service apartment furniture

Modular/ non modular kitchens

36

Wardrobes

Other furniture as per requirement

Educational furniture solutionsThey have supplied furniture for educational institutions, keeping in mind the

heavy usage and durability required. They have always tried to make this furniture vandal

resistant, while retaining gooks.

Classroom furnitureStudents desks and chairs, teachers desks, black green/ chalk boards, white

marker boards etc.

Teachers room furniture Conference tables, storage units

Library book unit, meeting table, chair

Hostel furniture Beds desks, wardrobes/ cup boards

Computer lab furniture, library furniture, lockers

School office furniture Tables, executive tables, side returns, drawer units

Filling cabinets, storage units

They have served:-

Vishwa bharti university, shantiniketan , WB

37

Indian Institute of Technology, kanpur,UP

Delhi Public School, Merrut, UP

IMS Engineering Innstitute, Ghaziabad, UP

HMR college, Hamirpur, DL

Kothari International, Noida , UP

Bhramadevi Balika Vidya Mandir, Hapur , UP

Delhi Public School, ruby park, Kolkata, WB

Office furniture and components

Table tops, file cabinets, storage units, computer tables, 5*5 curvilinear tops and

pedestals

Retail segment

The infrastructure spreads

OBJECTIVES OF SUMMER TRAINING

38

TOPIC: “UPCOMING CONSTRUCTION PROJECTS IN

BHUBANESWAR AND THE SCOPE OF MERINO INDUSTRIE’S

PRODUCTS ON THOSE PROJECTS”

As the topic of the summer training suggest that it is based on he market survey of

Merino Industries, where we survey:

To know who has the major market share.

To know who are the competitors of merino.

SWOT analysis of Merino laminates.

Ranking of merino laminates.

To know the factors which diluting Merino Brand

As we know that Merino , the brand name is engaged in proactively creating,

developing and maintaining committed, interactive and profitable exchanges with the

customers /clients, require such kind of survey which is a kind of relationship marketing

which enables it to know the correct position of the demand of their products in the

market scenario. The survey also help to fill certain gaps, such as knowledge gap

(knowing what customer expects) service design and standard gap (suitable and

appropriate design of the product and it promises), and the communication gap (getting

feedback which opens the scope to improve).

Scope of the Summer training and the Projecct.

Practical knowledge about Marketing

Help to understand the real scenario of the market

Study customer needs and wants in well defined market segments

Measuring company’s image and customer’s satisfaction

39

Along with these scopes we learnt to communicate with the business bodies and

customers. I got a chance to observe how the employees work together and how demand

changes segment by segment.

REPORT ON THE PROJECT WORK

The market survey was done by dividing the market into prospective segments

and then doing the survey on each segment separately.

The market segments are:

Dealers and retailers

Interiors

Architects

DEALERS AND RETAILERS

In Dealers and Retailers segment we have visited a large number of Dealers,

retailers and authorized dealers where we tried to gather information about usage of

our product or similar line of product. If the the client is using different product of the

same line, i.e Century or Green etc., we tried to know why are they using different

laminates.

INTERIORS

40

In Interiors segments, we visited different interior firms, where we try to interact

with the interiors designers and try to measure the awareness as well as the feedback

about the Merinos products.

ARCHITECTS

In Architect segments, we visited different Architects, where we try to interact

with the usages of Laminates and try to measure the awareness as well as the feedback

about the Merinos products.

We did the market survey with the help of the following questionnaire and gather

the information on the above mentioned criteria. We visited a sample size of 100

(dealers , interiors and architect) and collected the information regarding the ranking,

strength, weakness, opportunity, threats of merinos laminates also tried to know about the

general feedback after using Merino.

Limitations of the study

Getting accurate response from the architects, interiors and dealers due to their

inherent problems. They may be partial or may refuse to cooperate.

Many of them don’t find time to listen to the product feature.

41

o Meaning of methodologyo Sample,o Types of datao Data collection method

RESEARCH METHODOLOGY

Methodology is defined as

42

1. "The analysis of the principles of methods, rules, and postulates employed by a

discipline" or

2. "The development of methods, to be applied within a discipline"

3. "A particular procedure or set of procedures

Methodology refers to more than a simple set of methods; rather it refers to the

rationale and the philosophical assumptions that underlie a particular study.

This study is conducted in the Bhubaneswar city by using proposed sampling of

Hundred (100) consumers.

RESEARCH TOPIC

During the Summer Training we worked for two weeks at Merino where we deal

with various dealers and builders. In this process we came to know about the opportunity

as well as lacuna of Merino Laminates and Panel products. Then our corporate guide

discussed with us about the survey research and finally he suggested us to conduct a

survey to find out that whether there is scope for Merino products in the market or not.

He proposed the topic name :

“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE

SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE PROJECTS”

TYPES OF RESEARCH

Exploratory Research

UNIVERSE

Architects, Interiors and retailers of Bhubaneswar city

SAMPLE SIZE 100

43

40 architects

30 interiors

30 dealers

SAMPLING METHOD

Purposive sampling.

DATA COLLECTION METHOD

Primary data collection –

Through questionnaire.

Data collection

1. Measurement instrument: structured questionnaire

2. Method: survey

Sources of data

Primary data- primary data were collected through a well structured questionnaire

designed separately for consumers. A pilot survey was conducted to test the utility of

the questionnaire and necessary changes being made.

Analysis

Data collected from the survey through systematically framed questionnaires and

those are being analyzed and shown in graphical representation

44

Analysis of data, Tabulation, Computation, Graphical presentation

NAME OF THE

RESPONDENT/

Qno.1 Q.no. 2 Qno. 3 Qno.5 Qno. 6

45

ORGANIZATION

SANJEEB GURU Durian iv i v Service

K.K SHUR Century ii i ii Quality

S. MOHANTY Green iv ii i Quality

SAI PLYWOOD Green iii i ii Service

BHARAT PLYWOOD Century iv ii iv Quality

NARULA GENERAL

STORE

Green iii i ii Quality

JAYASHREE PLYWOOD Green i i Service

K.B.M CONSTRUCTION Durian iv ii ii Price

B.CHAND Green ii i v Supply

RAJDHANI PLYWOOD Merino iii ii iv Quality

G.D PLYWOOD Century iv i i Quality

N. BISOYI Green ii ii v Quality

ATRIK BUILDER Merino iii i iv Quality

S.S ROY Century iv ii i Quality

NATIONAL BUILDER Green iii iii iv Price

P. DAS Merino iii ii i Quality

UTKAL PLYWOOD Century iv i ii Quality

S. NANDA Merino ii i i Quality

B. PRADHAN Green iii iii ii Quality

TAURUS COMBINE Merino iv i i Quality

THE DESIGN Century iii i i Quality

A. MISHRA Merino iii i ii Quality

SBT PROPERTIES Merino iv ii iv Supply

M. MOHANTY Green i i Quality

R. SINGH Merino i i Quality

DESIGN DIMENSIONS Century iv i i Quality

S. PATNAIK Delta iii i i Quality

SAMASTI BUILDER Delta iv i iv Quality

K. BEHERA Merino iii ii i Quality

46

A. MISHRA Century i v Service

S.M CONSULTANT Royal iii i ii Quality

M.S CONSULTANT Merino iv i i Supply

JAGANNATH PLYWOOD Merino iv ii ii Quality

B. PRADHAN Royal ii ii i Quality

M.SATAPATHY Green iv i i Quality

B.B. RATH Green iv i iii Quality

DURGA TIMBER Merino iii ii i Price

H.SUBUDHIRAY Green iv i i Quality

RUPANTER Royal ii i iii Quality

B.K.JENA Merino iv ii i Quality

J.K.PATRA Green ii ii iii Service

M.TRIPATHY Merino iv ii i Quality

DIVINE INTERIOR Green iv i ii Quality

P.MISHRA Royal iv ii i Supply

K.PANDA Century iv i ii Quality

S.MISHRA Century iv i i supply

JAYDURGA PLYWOOD Green iv i i Quality

S.PANDA Green iv ii iv Quality

A.MISHRA Merino iii ii i Quality

P.PRIYANKA Merino iv i i Price

A. RAUT Green ii ii iii Quality

KALINGA PLYWOOD Green iv i i Quality

S.B.ROY Royal ii ii iv Supply

S.K.BASU Green iv ii iii Supply

U.AGRAWAL Royal iv i i Quality

E.MITRA Green ii i i Quality

D.K.MUKHARJI Merino iv i i Supply

U.DEY Green iv ii i Quality

47

BEHERA PLYWOOD Merino ii i i Quality

S.DAM Merino ii ii i Price

DELUXE STEEL Green iv ii i Quality

P.G.DUTTA Merino iii i i Quality

D.AGRAWAL Royal iv iii i Quality

GLASS AND PLY

CENTRE

Green iv i i Service

PANA PLYWOOD Merino iii ii iii Quality

NOBEL PLYHOUSE Century iv iii i Quality

J.SHRAMA Royal iv i i Quality

A.BASU Merino iv i i Quality

A.K.PRADHAN Delta iv iii i Quality

BALAJI PLY HOUSE Merino iv i iv Quality

DR.U.PANDA Green iv ii i Supply

K.JAISWAL Delta ii i i Service

N.MITRA Green iii i iv Quality

R. N.T ASSOCIATES Merino iv iii v Supply

S.CHOUDHURY Century iii iii i Quality

A.K.BISWAS Green iii i i Quality

K.D ENTERPRISES Delta iv ii i Quality

A.DEY Delta ii i i Quality

M.DEY Merino iii ii i Quality

B.MUKHARJI Century iv i i Quality

S.DASGUPTA Merino i i Quality

M.KAR Green iv i i Quality

A.GUPTA Century iii ii iii service

B.K.DAS Delta iv i i Quality

S.R.CHOUDHURY Green iv ii i Quality

T.K.MISHRA Century iv i i Quality

S.BASU Delta iv ii i Quality

48

R.M.SHARMA Century ii i i Price

S.KUMAR Green ii iii i Quality

A.KRISHNA Century iii i iii Quality

D.C.SAHA Merino iv ii i Service

S.K.AGRAWAL Green iv i i Quality

A.GHOSH Merino ii ii i Quality

A.K.GHOSH Century iv ii i Price

N.C.SAHA Green iv i iii Quality

R.R.BASU Green iv ii i Quality

D.DASH Century iv i i Service

M.DAS Green i iii Quality

A.PALIT Merino iv i iii Quality

B.MISHRA Green ii i i Quality

ANALYSIS

49

In the question no. 1 we found that out of 100 respondents, 35 respondents have

chosen Green, 30 respondents have chosen Merino, 20 respondents have chosen

Century , 8 respondents have chosen Royal Touch, 5 respondents has chosen

Delta and 2 respondents have chosen Durian is the main market player of

laminates in Bhubaneswar. We found that Merino is placed in the 2nd rank.

In the question no. 2 we found that almost all dealers, architects and interiors are

dealing construction projects. We found that respondents dealing with projects

more than two are 56, respondents dealing with two projects are 20, respondents

dealing with one projects are 19 and respondents having no construction projects

are 5. It indicates that there are a lot of construction projects in Bhubaneswar . So

a lot of scope is there for laminate companies.

In the question no.3 we found that respondents dealing with commercial projects

are 52, residential projects are 35 and both are 8. Since most of the construction

projects are commercial and Laminates is a major component in commercial

projects, so there is a great scope for Laminates companies.

In the question no. 5 we found that product quality plays vital role in choosing

laminates of a company. We found 62 respondents prefer product quality, 11

respondents prefer price, 12 respondents prefer service, 10 respondents prefer

supply and 5 respondents prefer offer is the factor for considering laminates of a

company.

In the question no. 6 we have asked question about the core competencies of

Merino. We found 68 respondents said product quality, 14 respondents said

product price, 10 respondents said product service and 8 respondents said product

supply is the core competencies of Merino.

After asking our corporate guide and some of the dealers about the major market

players of laminates we heard frequently the names like Green, Century , Merino,

50

Royal Touch , Delta etc and we framed a question in the questionnaire to know

who is the best one. So we asked the respondents to give rank to each one of the

brand. We selected the best five companies and asked the respondent to give rank.

(5 for most and 1 or least). We collected the data and manipulated it in the

following table.

NAME OF THE

RESPONDENT/

ORGANIZATION

CenturyLaminates

Delta Royal Touch

Merino Green Laminates

SANJEEB GURU 1 3 2 4 5

K.K SHUR 3 1 2 5 4

S. MOHANTY 3 2 1 4 5

SAI PLYWOOD 2 1 3 5 4

BHARAT PLYWOOD 1 2 4 3 5

NARULA GENERAL

STORE

3 1 2 4 5

JAYASHREE PLYWOOD 5 1 4 3 2

K.B.M CONSTRUCTION 3 4 1 2 5

B.CHAND 3 2 1 4 5

RAJDHANI PLYWOOD 1 2 3 5 4

G.D PLYWOOD 3 2 1 4 5

N. BISOYI 3 2 5 1 4

ATRIK BUILDER 2 3 1 4 5

S.S ROY 3 2 4 1 5

NATIONAL BUILDER 2 3 1 5 4

P. DAS 4 3 1 2 5

UTKAL PLYWOOD 3 4 1 2 5

S. NANDA 3 2 5 1 4

B. PRADHAN 3 2 1 5 4

TAURUS COMBINE 4 2 1 3 5

51

THE DESIGN 2 3 5 1 4

A. MISHRA 3 2 1 4 5

SBT PROPERTIES 5 3 1 2 4

M. MOHANTY 3 4 1 2 5

R. SINGH 3 2 1 5 4

DESIGN DIMENSIONS 1 2 4 3 5

S. PATNAIK 3 2 1 4 5

SAMASTI BUILDER 3 2 1 4 5

K. BEHERA 3 2 1 5 4

A. MISHRA 3 2 1 5 4

S.M CONSULTANT 3 2 1 4 5

M.S CONSULTANT 3 2 1 5 4

JAGANNATH PLYWOOD 3 2 1 5 4

B. PRADHAN 5 2 1 3 4

M.SATAPATHY 3 2 4 1 4

B.B. RATH 3 2 1 5 4

DURGA TIMBER 2 3 1 4 5

H.SUBUDHIRAY 3 2 1 4 5

RUPANTER 2 1 3 5 4

B.K.JENA 3 2 1 5 4

J.K.PATRA 3 1 2 4 5

M.TRIPATHY 2 3 1 4 5

DIVINE INTERIOR 3 1 2 5 4

P.MISHRA 4 2 1 3 5

K.PANDA 3 1 5 2 4

S.MISHRA 2 4 3 1 5

JAYDURGA PLYWOOD 1 3 2 4 5

S.PANDA 3 1 2 4 5

A.MISHRA 2 1 3 5 4

P.PRIYANKA 3 1 2 4 5

52

A. RAUT 5 1 2 3 4

KALINGA PLYWOOD 3 1 2 4 5

S.B.ROY 4 3 1 2 5

S.K.BASU 1 2 3 4 5

U.AGRAWAL 3 1 2 4 5

E.MITRA 3 1 2 5 4

D.K.MUKHARJI 3 1 2 4 5

U.DEY 3 1 4 2 5

BEHERA PLYWOOD 1 3 2 5 4

S.DAM 3 2 4 1 5

DELUXE STEEL 1 2 4 3 5

P.G.DUTTA 3 2 1 4 5

D.AGRAWAL 3 2 4 5 1

GLASS AND PLY

CENTRE

2 3 4 1 5

PANA PLYWOOD 2 1 4 5 3

NOBEL PLYHOUSE 3 5 2 4 1

J.SHRAMA 5 3 4 1 2

A.BASU 3 4 2 1 5

A.K.PRADHAN 2 3 4 5 1

BALAJI PLY HOUSE 3 1 2 4 5

DR.U.PANDA 3 2 1 4 5

K.JAISWAL 1 2 3 5 4

N.MITRA 3 2 1 4 5

R. N.T ASSOCIATES 3 1 4 5 2

S.CHOUDHURY 2 1 4 3 5

A.K.BISWAS 1 2 3 4 5

K.D ENTERPRISES 3 4 5 1 2

A.DEY 3 2 4 1 5

M.DEY 1 3 4 5 2

53

B.MUKHARJI 3 5 4 1 2

S.DASGUPTA 3 1 4 5 2

M.KAR 2 4 5 3 1

A.GUPTA 5 3 4 1 2

B.K.DAS 3 2 1 4 5

S.R.CHOUDHURY 3 5 1 4 2

T.K.MISHRA 3 1 4 5 2

S.BASU 1 2 3 4 5

R.M.SHARMA 3 2 1 4 5

S.KUMAR 3 5 4 2 1

A.KRISHNA 1 4 3 2 5

D.C.SAHA 3 1 2 4 5

S.K.AGRAWAL 3 2 4 1 5

A.GHOSH 3 5 4 1 2

A.K.GHOSH 5 3 2 4 1

N.C.SAHA 1 4 5 3 2

R.R.BASU 3 2 4 1 5

D.DASH 1 3 5 4 2

M.DAS 3 2 4 1 5

A.PALIT 5 4 2 3 1

B.MISHRA 3 2 4 1 5

BRAND/

RANK

CenturyLaminates

Delta Royal Touch Merino Green Laminates

54

1 15 24 35 19 7

2 14 43 20 10 13

3 59 18 10 12 1

4 4 10 27 34 25

5 8 5 8 25 54

N = 5 ( N = no. of Brands)

According to the formula:

100/ 2*N = 100/2*5 =10

100 – (2*10) = 80

No. of brands equal to 5. So no. of interval = 5 -1 = 4

Each interval equal to 80/4 = 20

RANK PROPORTION Z VALUE

1 .10 -1.28

2 .30 -0.53

3 .50 0

4 .70 0.53

10 30 50 70 90

55

5 .90 1.28

Weighted average of Century = 15*(-1.28)+14*(-0.53)+59*0+4*0.53+8*1.28 100 = -0.1426

Weighted average of Delta = 24*(-1.28)+43*(-0.53)+18*0+10*0.53+5*1.28 100

= -0.4181

Weighted average of Royal Touch = 35*(-1.28)+20*(-0.53)+10*0 +27*0.53+8*1.28 100

= -0.3085

Weighted average of Merino = 19*(-1.28)+10*(-0.53)+12*0+34*0.53+25(1.28) 100 = 0.204

Weighted average of Green = 7*(-1.28)+13(-0.53)+1*0+25*0.53+54(1.28) 100

= 0.6652

To get all positive numbers we can add 0.4181 to each numbers as follows

Weighted average of Century = -0.1426+0.4181 = 0.2719

Weighted average of Delta = -0.4181+0.4181 = 0

Weighted average of Royal Touch = -0.3085+0.4181 = 0.1096

56

Weighted average of Merino = 0.204+0.4181 = 0.6221

Weighted average of Green = 0.6652+ 0.4181= 1.0833

From the above calculation using Rank order scaling we found that Green is the

best laminates company and the 2nd best company is Merino. So theer are lot of scope

for Merino in the area of Bhubaneswar for its business since most of the architects ,

interiors and dealers prefer it.

GRAPHICAL REPRESENTION OF DATA

1. According to you who is the main market player of laminates in Bhubaneswar?

Green Delta Royal touch

Merino Century Durian

35 05 08 30 20 02

0 0.5 1

Delta5th

Royal 4th

Century3rd

Merino2nd

Green1st

57

0

5

10

15

20

25

30

35

40

1 2 3 4 5 6 7

Series1

Series2

In this question we asked the respondents to mention one name. From the above

chart we come to know that architects, interiors and dealers of BBSR are preferring

Green (35%) and next Merino (30%). 20% architects, interiors and dealers are preferring

to use Century. Only 8% , 5% and 2% of architects, interiors and dealers are preferring

58

to use Royal Touch, Delta and Durian Respectively. So Merino has a lot of opportunity to

become the No.1 Laminates company as it is the second largest Laminates company in

Bhubaneswar.

2. How many construction projects are you dealing with right now?i) Zero ii) One iii) Two iv) more than two

ZERO ONE TWO MORE THAN TWO

5 19 20 56

In the above question we asked the respondents that how many projects they are dealing

with right now and we found that all are having projects except 5 respondents. It shows

that in Bhubaneswar there are a lot of scope for Laminates companies.

3. Are they ? i)commercial ii) residential iii) both

COMMERCIAL RESIDENTIAL BOTH52 35 8

59

0

10

20

30

40

50

60

COMM RESI BOTH

Series1

In the third question we asked the respondents that whether the construction

projects are commercial, residential or both. And we found out of 95 respondents(5

respondents having no projects) 52 respondents are concern with commercial projects, 35

60

respondents are concern with residential projects and only 8 respondents are concern with

both residential as well as commercial projects. It shows that most of the projects are

commercial and basically laminates are used in commercial projects. So there is a great

opportunity for Laminates companies. Some of the upcoming projects in Bhubaneswar

are IIT , ICFAI University etc..

Q 5. What factor would you consider most while choosing laminates of a company?i)product qualityii)price

iii)service qualityiv)supply of productv)special offers and discounts

QUALITY

PRICE

SERVICE

OFFER

SUPPLY

61

0

10

20

30

40

50

60

70

QUALITY PRICE SERVICE OFFER SUPPLY

Series1

In the question no.5 we asked the respondents that what possible factor would you

consider while choosing laminates of a ccompany. And we found that among 100

respondents, we found 62 respondents prefer product quality, 11 respondents prefer

price, 12 respondents prefer service, 10 respondents prefer supply and 5 respondents

prefer offer is the factor for considering laminates of a company.

62

Q 6 What according to you is the core competencies does the laminates of Merino has?( Mention only one criteria)

QUALITY PRICE SERVICE SUPPLY68 14 10 8.

0

10

20

30

40

50

60

70

80

QUALITY PRICE SERVICE SUPPLY

Series1

63

In the question no. 6 we have asked question about the core competencies of

Merino. We found 68 respondents said product quality, 14 respondents said product

price, 10 respondents said product service and 8 respondents said product supply is the

core competencies of Merino.

As most of the respondents said quality is the parameter for choosing laminates of

a company and we found in the question no.6 that quality is the core competencies of

Merino, so there is a lot of scope for Merino for the upcoming construction

64

SWOT ANALYSIS OF MERINOSWOT analysis stand for strength, weakness, opportunity and threat of any

company. Generally SWOT analysis is done in order to identify the core competency and

find the weakness of a company. It is also done in order to identify its future prospect and

threats that the company is likely to face in future. SWOT analysis framework has gained

widespread acceptance because it is both simple and powerful too for marketing strategy

development.

STRENGTH

The main strength of merino laminates rise in its QUALITY. Through this market

survey al most all said that the product quality of Merino is unbeatable and no

comparison can be done in terms of quality. Through the survey we came to know that

people like this product because of its quality. Many interiors suggest this product

because of its quality. Hence it can be said that the core competency of Merino’s

laminates is its quality

The other strength that we noticed among the few clients is that its BRAND

NAME. the brand name also plays an important factor in increasing the company sales

figure. So it can be said that the Brand name of Merino is still there and plays an

important role in increasing sales figure.

WEAKNESS

Through this market survey we came to know about the main weakness of

Merino lies is that the PRICE of the product which relatively higher compare to other

products that are available in the market.

Secondly the supply of the product is not at all on time. Any customers loose their

faith when they do not get the product on time.

Thirdly it is said by the clients that many customers are not aware of the product

because lack of ADVERTISEMENT and PROMOTIONAL ACTIVITIES. They even

said that many customers do not know that there is any brand named Merino, because of

nil advertisement and sales promotion activities. We also come to know that they do not

65

have the latest SHADE-CARD with them to show the customer and so many existing

customers of Merino switch over to other company products. They also say that the

marketing and the sales team of Merino is inefficient and ignoring the fact.

OPPORTUNITY

While doing this survey we came across various future opportunities that Merino

must act upon so as to hold the market position. These are, firstly REDUCE THE RATES

upto some extents so that each customer can once think of the product before switching

over to other products.

Secondly, the SUPPLY of the product must be done on time so that the customer

do not lose faith from the company and do not go for other company’s product.

Thirdly , each dealer and interior must be given the latest SHADE-CARD so that

they can show the products to the customers that are available in he market. And finally

the sales team must take make a VISIT to the clients (interiors, dealers and architect)

once so that they can be aware about the problems that the clients face in the sale of the

product.

ADVERTISEMENT is also one of the main factor in which the company must look upon

so as to increase the sales rate and make the customers aware about the product.

THREAT

The various threats that the company is likely to face in future is due to large

number of COMPITITORS. If the company doesn’t account for the future opportunities

that are mentioned above, then it is quite impossible that the company will lose its

customers and in fact lose the market share. Many of the of the existing customers of

Merino are switching over to the other companies product which is one of the greatest

threat that the company is likely to face in the future.

Long existing DESIGN and VARIETY of product is also one of the threats that

the company is likely to face in future course of time.

66

FACTORS DILUTING MERINO’S BRAND NAME

While doing this survey we noticed that there are some factors which dilute the

brand name of merino. Although the brand name of merino is one of its core strength,

still there are some factors which make the brand name weaker ad weaker. Merino must

look upon the fact to hold the brand name or brand value in the market.

The factors are as follows:-

1.COMPETITORS:

Due to large number of competitors that exist in the market, the brand name of

merino is getting diluted. This is one of the important factor for which the brand name

gets thinner and thinner.

2.PRICE OF PRODUCT

The price of product of merino is relatively higher than that of other companies’

product. Many customers get diverted to other companies’ product due to the price factor.

It is said by almost all the dealers and interiors that merino must reduce the price so as to

capture the market.

3.SUPPLY OF PRODUCT:

As complained by almost all clients that the supply of merino products is not on

time or not available all the time, is also one of the big reasons for the dilution of its

brand name. The set- card is also not available with them to show the customers about the

products available in the market ,so for this reason the customers are bound to switch

over to other products of different company. Sometimes it also happens that the products

that are in set-card are not available at that time with the company.

4.ADVERTISEMENT:

Advertisement or promotional activities is one of the most important factors for

maintaining the brand image in the minds of the customer. The advertisement of merino

is very weak compared to others companies, so many people are not aware about its

updating products that exist in the market. Some people do not even know about the

67

brand name merino that exists in the market, this is one of the main reason for making the

brand name weaker.

RECOMMENDATIONS AND SUGGESTIONS

Here are the few recommendation and suggestion for uplifting and increasing the

market share of merino.

PROMOTIONAL ACTIVITIES:

Promotional activities must be done in full form so that people gets aware of the

products that are newly launched and that are already in the market. Promotional

activities like advertisement in electronic media, hoardings etc. must be done in

regular basis so that people know about the product and must think before switching

over to other products.

REDUCE PRICE:

The price of the product must be reduced up to some extent as compared to others.

Products of other companies are available in the market at cheaper rates as

compared to merino. Many customers now do not see the quality before buying

rather see the price and go for the product. So it is advisable to reduce the price so

that people think of merino before going for other company.

SUPPLY:

The supply of product must be done on time, so that people do not lose their faith. It

must also be taken into account that the product must be available all the time

according to the set-card. The supply department of merino is very weak, and better

care must be taken so that customers do not go for other product.

REGULAR VISIT:

The sales team must visit its clients on the regular basis so that they can know the

problems that the clients face while selling the products and also for updating them

for the new as well as the existing products in the market. They must facilitate the

clients with the set-card so that they can show the catalogue to the customers and

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sell the products. The marketing and the sales team must be active and must not

ignore these facts.

DESIGN and VARIETY:

Merino must increase its variety as well as design of the products, so that people

gets new taste and don’t go for the other product. Now the people wants change and

gets attracted towards new variety of products which will help to increase its market

share.

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CONCLUSION

In the entire period of two months we had learned many things related to

laminates market, customer behavior and moreover the working procedure of merino

industries. This summer internship program helped us a lot to brush up our inherit skill as

well as to improve the areas where we lagged. After come out from this procedure, now

we are having a database of good clients and have relationship with our clients. Not only

that we had got many opportunities in this industry to hand on with the marketing

practices. I also got a practical exposure of the marketing world which will help me a lot

in my future studies. We got an entire knowledge about the various marketing strategies

and polices that are followed in the market.

We learnt to communicate with the business bodies and customers and various

marketing channels that are common to almost all industries. We got a sound knowledge

about the various hierarchy positions that is being followed in this organization. Got a

chance to observe how the employees work together and how the demand changes

segment by segment.

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BIBILOGRAPHY

Business research methods- Bryman & Bell, Edition- 2nd edition, Publisher-

OXFORD University press.

Marketing Management- Philip Kotlor, Edition-12th edition, Publisher- Prentice

Hall of India (p) Ltd

Marketing Management- Rajan Saxena, Edition-4th edition, Publisher- Tata

McGraw-Hill Education Private Limited.

Research Methodology- C.R Kothari, Edition-2004, reprint 2006

Publisher – New Age International (P) Ltd, publishers

www.merinoindia.com

www.merinolam.com

www.google.com

www.dazzleyellopages.com

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- Consumer Survey Questionnaires

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QUESTIONNAIRE.

Declaration: It is purely for academic purposes and the data given will not be passed to anyone. I request you to kindly fill up the form. Thank you.

NAME OF THE BUILDER/ ARCHITECT/ INTERIOR-Address-

Phone-Email Id-

3. According to you who is the main market player of laminates in Bhubaneswar? (Mention only one name)

4. How many construction projects are you dealing with right now?i) Zero ii) One iii) Two iv) more than two

5. Are they ? i)commercial ii) residential iii) both 6. How would you rank these brands ( 5 for Most and 1

for least)?

i)Merino ii) Century iii)Greenply iv) royal v) Delta

7. What factor would you consider most while choosing laminates of a ccompany?i)product qualityii)price

iii)service qualityiv)supply of productv)special offers and discounts

8. What according to you is the core competencies does the laminates of Merino has?( Mention only one criteria)

------------------------------------------------------------------------------------------------------7. What are the limitations do you notice in the laminates of Merino that other do not possess?

-------------------------------------------------------------------------------------------------------9. What suggestions would you like to recommend for Merino Group.

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Signature: Date:

Thank you for Your Cooperation

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