MBA Project
Content
Research Project Report On Identification of New Prospects and SWOT Analysis of Nilkamal Crates and Bins
Submitted by : Your Name
In partial fulfillmentof the requirement of MBA degree of UP Technical University , Lucknow Session : Year Enrollment No. . Roll No. .
Institute of Management Science
(SHEPA) Nibia, Bachchaon, VRM Bypass Varanasi - 221001
Contents Chapter I - Company Profile Chapter II - Research Methodology Chapter III Analysis of Data Chapter IV Finding & Analysis
Tel.: (0120) 421 4652 Telefax: (0120) 425 9940 Email: [email protected]
Nilkamal Limited
Noida Factory Plot No.26, B/C Sector No.31, Surajpur ± Kasna Road, Greater Noida ± 203 207 (U.P.)
Date :
To Whom It May Concern
This is to certify that Mr. «««««««. S/o Mr. «««««««. as student of
SHEPA, IMS, Nibia Bachchaon, Varanasi has undergone his professional training in our organization as a Management «««««««« Trainee in Marketing for the duration dated
He has worked on a project title Identification of New Prospects and SWOT analysis of Nilkamal Crates & Bins and he is working with Nilkamal Marketing team for holding day to day marketing activities.
During his tenure, we found Mr. ««««««. to be hard working, conscientious & a responsible trainee. The feed back of his participant has always been positive and we wish his all the best in the future.
FOR NILKAMAL LTD. Regional Manager, Marketing
PREFACE
PREFACE
The research report program is designed to give the impact to a candidate who would be the manager of the future . it gives idea about the corporate happing and markets position. The real life position is entirely different from stimulate exercise enacted in an article environment inside the class room. It is because of the reason that the research report programmed tomorrow is designed so that the manager of
does not feel odd when the time comes to should the
responsibility. The experience that I have gathered during my research report has certainly provide me a remarkable experience, which I believe that will help me to shoulder any assignment successfully in future. By going through the research one can find my work more informative & interseting by knowing the various view point of the respondant . the finding and interpretation gives a clear picture about the streamlining the sale and distribution . of course every study has some limitation , which is mention on the last.
ACKNOWLEDGEMENT
It is great opportunity for me to convey my heartful regards to those who help me to make this report purpose full. I would like to convey my never ending gratitude towards our respected Director Prof. C. Lal. I would like to convey my deep sense of veneration towards Mr. Ravi Kant Tripathi who is my research mentor and my project mentor Mr. Vivek Srivastava Regional Manager, Nilkamal Plastics & Mr. Amit Sharma, Nilkamal Plastics, who helped me in selecting the topics for the project. I would also like to thank to all my teachers and faculty members and I wish to thank all my seniors friends and general people who help me to make my research successful.
ABOUT THE COMAPANY
ABOUT THE COMPANY
Nilkamal Plastics is Asia s largest plastic processor of moulded products. We make products that have changed the very nature of the good transportation and furniture industry in this region. The NILKAMAL GROUP, India's leading manufacturer of Moulded Furniture and Material Handling Crates having a turnover in excess of US$ 100 million and is also the world's largest manufacturer of moulded furniture. The group commands market leadership in India with five state of the art manufacturing facilities in various states of India accredited with quality certificates like ISO 9001 & ISO 14000. The group has not only limited its manufacturing operations in India but have also gone beyond Indian boundaries with its expertise in the field of plastics and has set up Joint venture manufacturing facilities in Sri Lanka (again an ISO 9001 certified unit) as well as Bangladesh. Apart from having overseas manufacturing facilities the group also has a warehousing facility along with a marketing office set up in Ajman Free Zone, United Arab Emirates which will cater to the requirement of customers in the Middle East & the African continent .
The group has a wide array of products in both the furniture as well as crates segment. The Furniture product range comprises of Chairs, Dining Tables, Coffee Tables, Trolleys, Shoe racks, Multipurpose racks, Baby chairs stools etc to mention a few. As regards crates the group has all sizes of crates that cater to various industrial applications. Innovation is also a major asset of the group and hence they are able to add at least 10 new products to the already existing wide range.
MATERIAL HANDELING
MATERIAL HANDELING
Plastic crates have revolutionized Material handling in India and NILKAMAL has been the pioneering spirit in this revolution. Nilkamal manufacturer a large variety of moduled crates to suit different purpose across a wide gamut of industry. Nilkamal has been in the material handeling business for 20 years now- starting with the first plastic crates ever to be made in India for the diary industry. They lay great emphasize on design , keeping in mind the importance on transport productivity, quality, space utilization & cost effectiveness. Today Nilkamal has promoted the usage of these crates in almost every sector of the economy,with tremendous benefits accruing the users. For the convenience of users crates are being categorized based on the most popular model sold in each industry.
CORPORATE WORLD
CORPORATE WORLD Nilkamal's mission is to 'provide value through convenience' to its consumers. We aim at attaining a firm grip on the market through value initiatives directed towards our stakeholders. Since inception, Nilkamal has traveled in only one direction: upwards.
There has been no looking back and the company has persevered to attain market leadership in this industry. In the first year of production itself, the company witnesses a profit of more than Rs. 5 crores. The compounded growth has been 30% annually and today the annual profits have reached Rs. 12 crores and 37 lakhs. Through our years we have proven this track record.
DIRECTORS
Directors
MR VAMAN V PAREKH, 70 (Chairman) Mr. Vaman Parekh, one of the founders of Nilkamal Group has been instrumental in making Nilkamal a name to reckon with in the plastics industry. Under his supervision, the production and technical activities of the Group have helped Nilkamal emerge as the most revered brand name in the plastics industry. Besides these, he has also taken part in many social activities; he has been the Chairman of many plastics organization and other social groups.
MR. SHARAD V PAREKH, 60 (Managing Director) Mr. Sharad V Parekh, the co-founder of Nilkamal Group can be credited with having pioneered the Material Handling business in India. He has played an active role for more than three decades in providing material handling solutions to varied requirements of almost all industrial and thus enabled Nilkamal emerge as an expert Material handling player in India. He plays an active role in organizations related to plastics and other social activities.
MR. HITEN V. PAREKH, 42 (Executive Director) Mr. Hiten V. Parekh monitors the day to day operations of the company. With his hands on experience in the production and technical activities, he supervises the overall functions of the Group. He has been instrumental in launching @HOME The complete Home Solutions Store with refreshing furniture and accessories which is the Group's new venture in Furniture.
MR. MANISH V. PAREKH, 37 (Director) Mr. Manish V. Parekh, the Head of the furniture division presides over one of the fastest growing business in the country. He is the pillar behind the enormous dealer network which is responsible for catering to requirements from the remotest region of the country. He monitors the daily functions of the plastic furniture division. Under his guidance, @HOME has grown in a short span of time to provide quality furniture, accessories, design solutions, professional guidance, interest free loans, etc
MR. NAYAN S. PAREKH, 33 (Director) Mr. Nayan S. Parekh, the Head of the Material Handling Division, is steering Nilkamal to a strong position in the international Material handling industry. A Bachelors in Plastics Engineering from UMASS, Lowell, USA, he has worked hard to innovate, design and provide material handling solutions comparable to international standard.His aim at making Nilkamal a One Stop. Material Handling Shop for all industries by providing solutions in plastics and metal is revolutionizing the Material handling industry. He is the brain behind Nilkamal Bito Storage Systems Pvt. Ltd., which is a Joint Venture between Nilkamal and Bito Lagertechnik Bittmann GmbH, Germany. This Joint Venture company will commence manufacture of metal racking and shelving systems in India by Jan'07.
³PLANT LOCATION´
Nilkamal has business presences in over 30 locations all over the country and manufacturing facilities in all four corners of the region.
West India
A) Kharadpada, Silvassa (Union Territory- Factory of NILKAMAL Crates & Bins Pvt. Ltd.) The ISO 9001: 2000 factory complex has an area of 35,000 sq.meter with an installed capacity of 9000 metric tons Per Annum. This factory houses manufacturing facilities like Injection moulding, Rotational moulding, Polypropylene Corrugated box, Vacuum forming & Blow moulding product. This factory is primarily focused on Material Handling products and OEM products for customers such as defense, automobile manufacturer etc.
B) Vasona, Silvassa (Union Territory) This 30,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 13,500 metric tons Per Annum at present for manufacturing of Moulded Furniture & Material Handling Crates.
C) Sinnar- Nashik (Maharashtra) This 22,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 6800 metric tons Per Annum primarily to manufacture crates for Fruits & Vegetable industries.
North India Greater Noida (Uttar Pradesh) This 16,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 11,500 metric tons Per Annum for manufacturing of Moulded Furniture & Material Handling Crates
South India Pondicherry (Union Territory) This plant is manufacturing Moulded Furniture System & Material Handling products. This 13,500 sq. meter, ISO 14000 factory complex has an installed capacity of 6200 metric tons Per Annum.
East India Barjora (West Bengal) This 50,000 sq. meter factory complex is 9001:2000 certified, has an installed capacity of 6200 metric tons Per Annum catering to Moulded Furniture & Material Handling Crates business.
Over seas Subsidiaries
Sri Lanka: Columbo (NILKAMAL Eswaran Plastics Pvt. Ltd.)
The company has extended its business to other countries through exports. Sri Lanka is considered as the growing market for our goods. In a Joint Venture, the company has set up a plant near Columbo. This 10,500 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 7500 metric tons Per Annum for Moulded Furniture & Material Handling Crates
Bangladesh: Dhaka (NILKAMAL Padma Plastics Pvt. Ltd.)
As part of our expansion program, the Company has established a Joint Venture in Bangladesh. This 12,500 sq. meter ISO 9001:2000 factory complex has an installed capacity of 2200 metric tons Per Annum manufacturing Moulded Furniture & Material Handling Crates.
³COMPETITOR´
COMPETITIOR Nilkamal faces competition in the field of plastics products manufacturing mainly from two competitors: Prince Supreme
Prince
PRINCEWARE International Pvt. Ltd is India¶s No. 1 manufacturer and exporter of plastics houseware, thermoware and furniture. PRINCEWARE is known for its quality products manufactured as per the highest international standards. The process involves usage of 100% virgin plastics raw material, moulded at state-of ± the-art manufacturing facilities. PRINCEWARE is ISO 9001:2008 certified and is also the winner of India¶s most prestigious exports award PLEXCONCIL, since 1984. Keeping the customers needs in mind they have been extending PRIVATE CABLE facility to select clients for bulk supplies of products. They also provide in house design to keep the client make a choice. With a view to reduce their dependance and turnaround time, they have established their own facilities, for table , bar codes, printing catalog & leaflets. This reduces the lead time in big way resulting in fastest delivery to clients.
Starting their exports in 1976 today Prince product fined their way to over 50 countries from South America , USA, Africa, and Gulf to Fiji island in the east. They are rapidly developing the domestic market s with networks of 150 distributors, dealer, stokiest already in place. Their focus is also concentrated on institutional selling . their client include among other of Uniliver (India) Pvt. Ltd. , P&G, Nirma, Godrej, Colgate , Palmolive, Boost India , Pepsi, Coca Cola, Reliance Industries and etc. Today PRINCE with its unique monogram enjoys a high brand image globally. PRINCE has been certified by DNV ccertification B.V. under accreditation of the Dutch Council for Accreditation (RvA) as a Quality Management System Standard for design , manufacturing , development and marketing of all the products . they are the only ISO 9001/2000 certified house ware company in India.
SUPREME
The supreme group is among India dynamic, fasted growing conglomerates acknowledgement leader in the country plastic industry, with a group turnover in excess of Rs. 12,000 million (US$ 293 Million).
The group units together process over 82,000 tons of polymers every year among the largest volume in India. The group 20 sopl~isticated manufacturing plants feature the world finest technologies thanks to strategies collaboration with global leader like: Wavin (Netherlands) Schoeller (Germany) Rasmussen (Switzerland) and etc.
Supreme offer product like PVC fitting & pipes, moulded furniture, crates, packaging films, Industries moulded product etc.
Other Feature
I . Supreme is one of India's largest manufacturing of crates, 2. World class facilities fo ' r product engineering, manufacturing and Research & Development. 3. Nearly 100 different models of crates and bins offered. 4. Customized product development also undertaken.
5. Among the largest supplier of bottle crates to Coca-Cola &Pepsi. 6. License of scholars, Germany for bottle crates moulds.
The first India plastic company to get ISO 9002 certificate for one of its units, Supreme is trying to get its entire plants network and operation certified within the next three years.
Having harnessed frontline technology. Supreme has committed substantial resources to new product application development e.g. PVC-SWR system, cross laminated film tarpaulin, greenhouse covers and industrial racks etc.
Supreme product have found ready acceptance overseas from Australia to the Middle East Europe to Africa.
SUCCESS STORY
SUCCESS STORY
To describe Nilkamal plastics evolution from a small family owned plastics button maker to India leading listed company in moulded plastics furniture is a simplistic way of describing its success story. So we will throw in the fact that the Rs. 400 crore company, which is also into material handling product, is the world's largest manufacturer of plastic furniture, has establish its presence beyond . India shores, It operates out of neighboring ma ets like Bangladesh and Sri Lanka (where it is No I Brand) and enjoy and impressive markets shares of close to 27% in India. And it's the last bie that most significant, considering that the moulded plastic business has been a commoditized one, dominated by a large number of local players and only a handful of known brands such as VIP Modem, Supreme, Prince and Cello.
Manish Parakh Director of Nilkamal plastics attributes the company success to regular investment in two key areas Research & Development and brand building. In its early day, the fully moulded plastic chair was a novelty an exciting alternative to the heavy and unglamorous looking wood and mortal chairs.
"People were shifting from steel and wood to plastic as they were light, durable, inexpensive" say Parakh. That they also gave a wide choice of eye catching colors and design helped. But there was a hitch while plastic furniture was doing very well in the institutional segment, such as offices, restaurant and in the outdoor public places, the idea did not find enough acceptances in the home segment. The reason was that consumers did not see plastic furniture as belonging to the living room, and bough it mostly for outdoor use. Nilkamal introduced innovative design and color that went beyond the plain vanilla look, such as decorative chairs and wood and granite finish. "We had to look for designs which fit indoors" says Parakh. The industry also got a shot in the arm with Reliance's Hamnagar plant coming up in 1990, and the supply of polypropylene, one of the key ingredient, overshot demand for the first time. With input cost down, moulded furniture become a lot more affordable. Volumes went up but. bought its own share of problem, such as high cost of transportation through it weight less, Plastic furniture occupies a lot space. The solution was to decentralize manufacturing, through regional plants, to reduce freight costs. The first plant come up at Sinner in Maharahstra in 1991, and was followed by other in Silvassa, Pondicherry, Noida and West Bangal. The multi location strategy also helped counter local players, who were more nimble footed and aggressive and often copied design and models, tweaking them slightly to avoid design patent issues. Simultaneously, the distribution network was ramped up and today, Nilkamal has an impressive 27 branches across the country, with 430 direct distributors over 15,000 dealers and a 100 storage sales team. The distributor's selection process is rigorous and every prospective partner is required to come down to the company and here headquarters for a familiarization trip at their own
expense. Once in Mumbai, they are losted by the company and over a period of two day's are taken through an orientation program that covers various departments like marketing sales, account and quality. "We want them to understand the culture of the company before the join". Say's Parekh. "By tee time they leave they have met all the people on the way up. This way they feel part of the company ftom day one. The international business is also picking speed, and its Croma brand launched in Bangladesh last year , is the second largest in that market. In Sri Lanka, where operation were launched in 1999 the Nilkamal brand is already the market leader, with over 75% market share. These say's Parekh time is divided between the existing business and the @ home division, a new retail chain of home famishing furniture and accessories. The first @ store has been recently launched in Puna and will be followed up with two more in Mumbai. But the core business is where the action is, with input cost on the rise again. Parakh say's local supplier resorting to using reprocessed material. Which is lower quality that fresh or (virgin material). In fact's Nilkamal latest commercial featuring actor Sanjat Suri address the issue. According to Parakh over the next few year's the companies trust is going to be on penetration and distribution especially in upcountry markers. He plans to take Nilkamal markets share to 35% through classic designs and value added products like cushioned sopha set designed chairs plastic cupboards and molded cabinets. A new experiment card Nilkamal home ideas is also underway in urban markets. Where in distributors are been supported in setting up stores next to there offices were the entire ranges of Nilkamal furniture is displayed, Clearly Parakh sees plenty offering for growth. Particularly in the chairs business, which makes up for 80% of the plastic industry? "Wherever there are two lakes, a chair can be placed" he says..
INTRODUCTION OF RESEARCH
INTRODUCTION OF RESEARCH
Research is an important source of knowledge.
It is an activity related to a systematic research for relevant informational on a topic for relevant information knowledge. It is based on observing experience or some empirical evidence and so the out come of research is aimed at the discovery of new facts. It is not always the final solution of any problem and therefore, one research offers field or relating to a particular problem.
Research are conducted both in physical sciences like Physics, Chemistry, Zoology or Geology and Social Sciences like Sociology, Psychology, Economics conducted by a variety of methods like historical method.
Descriptive method, experimental method, field study method or case study method. All these method have got there own merits and demerits and used as per the need of the researcher. But in all cases, the results are useful in enhancing knowledge in a articular field.
RESEARCH OBJECTIVE
RESEARCH OBJECTIVE
Problem Defining
Identification of new prospect and SWOT analysis of Nilkantal crates and bins.
To know the markets share of Nilkamal crates and bins. To find out the satisfaction level of Nilkarnal crates user. Know the new prospects of Nilkamal crates and bins. To have a comparative analysis of Nilkamal crates and bins of its competitor. To conduct a SWOT analysis of Nilkamal and its competitor.
RESEARCH METHODOLOGY
Significant of Study The survey is significance in terms of gives the knowledge about the Market Survey, New Prospects and SWOT analysis of Nilkamal crates and bins. The universe comprise of the consumer of Gorakhpur City. Generally all the consumers were targeted as this account for maximum market share. Research Type:
Data Type: Sample size: 166 Data Collection Method: Data Collection Instrument: Sampling Technique: Descriptive Research Primary Data Questionnaire & Direct Interview Method Personal Interview NonProbablistic Convenion Sampling.
(1) Do you use material handeling plastics crates?
Response Yes No
No. of respondant 83 83
Percentage (%) 50 50
Graph
90 80 70 60 50 40 30 20 10 0 No. of respondant Percentage (%) Yes No
No. of respondant
Yes No
Interpretation
The given chart and table show the no. of respondents who use material handeling plastics crates. It was found that 50% of the respondents like to use material handeling plastics crates and 50% of respondents do not like to use plastics crates. Those respondents who not using material handeling crates are using metal box , wooden box, plastic tray, Jute & Plastic Bags and etc.
(2) Which Brand of Crates do you prefer?
Name of Company Nilkamal Prince Supreme Syntax other
No. of User 60 42 22 09 05
Percentage (%) 43.47 30.43 15.94 6.52 3.62
70 60 50 40 No. of User 30 20 10 0 Nilkamal Prince Supreme Syntax other Percentage (%)
No. of User
Nilkamal Prince Supreme Syntax other
Interpretation : The given table and charts shows the brand preference of respondents in plastic crates. It was found that 43.47% of total respondents Prefer Nilkamal which is at the top and the second preference of respondents is prince with 30.43% and third Supreme with 15.94. (3) How many crates do you use? Response Less than 100 Between 100-500 More than 500 No. of respondents 71 4 12 Percentage % 85.54 % 4.80 % 14.45 %
Graph
80 70 60 50 40 30 20 10 0 Less than 100 Between 100-500 More than 500 No. of respondents Percentage %
No. of respondents
Less than 100 Between 100-500 More than 500
Interpretation The given table & charts shows that the total no. of crates used by respondents. It was found that our 85.54% respondent¶s mejority of them are using less than 100 crates, 4.81 % of them use between 100 to 500crates and 14.45% of them use more than 500 crates. Thus the mejority of fever users are more than the more users in the city of Gorakhpur. (4) Which model of Crates do you use?
Response Jumbo Multi Purpose FPO Crates Ice boxes Bottling crates Graph
45 40 35 30 25 20 15 10 5 0 Jumbo Multi Purpose FPO Crates
No. of respondents 21 42 6 12 8
Percentage % 25.30 % 50.60 % 7.22 % 14.45% 9.6%
No. of respondents Percentage %
Ice boxes Bottling crates
No. of respondents
Jumbo Multi Purpose FPO Crates Ice boxes Bottling crates
Interpretation The given table and charts shows the percentage of avarious model of crates use by the respondent. If was found that mejority of respondent is 50.60% of the total respondent prefer multipurpose crates. The second position goes to Jumbo crates with 25.30% . third position goes for ice boxes with 14.45%. Fourth position goes for Bottling crates with 9.6% and users of other crates is 7.22% share.thus it is clear thet mejority of user prefer Jumbo and Multipurpose crates. (5) What is the frequency of your purchase? Response Monthly Quarterly Half Yearly Yearly No. of respondents 0 0 0 83 Percentage % 00 0 0 100%
Graph
90 80 70 60 50 40 30 20 10 0 Monthly Quarterly Half Yearly Yearly No. of respondents Percentage %
No. of respondents
Monthly Quarterly Half Yearly Yearly
Interpretation : The given table and charts shows how frequently the respondent purchase the crates.
It was found that crates out of 100% respondent majorityof them prefer yearly purchase of crates . none of the total respondent purchases the crates monthly or quarterly and half yearly. (6) On what basis do you purchase the crates?
Response Brand Image Quality Price Others Graph
No. of respondents 11 29 39 4
Percentage % 13.25% 34.93% 46.98% 4.8%
45 40 35 30 25 20 15 10 5 0 Brand Image Quality Price Others No. of respondents Percentage %
No. of respondents
Brand Image Quality Price Others
Interpretation : The given table and charts shows the basis for the purchase the crates. It was found that majority of people is 46.95% prefer price based purchase crates. The second basis goes for quality with 34.93% and third 13.25 % and 4.8% is brand image and other basis purchase of crates.
(7) Does price affect your buying brhaviour?
Response Yes No
No. of respondents 83 0
Percentage % 100% 0%
Graph
90 80 70 60 50 40 30 20 10 0 No. of respondents Percentage % Yes No
No. of respondents
Yes No
Interpretation The given table & chart shows the effect of price of crates on buying behavior of customer. It was found that the outcome was a single response. Among 100 % of respondents majority of them supported that the price of the crates has an affect buying behavior.
(8) Who take the purchase decision of crates? Response Owner Manager Store incharge Others Graph
140 120 100 80 60 40 20 0 Owner Manager Store incharge Others No. of respondents Percentage %
No. of respondents 120 38 5 3
Percentage % 72.28% 22.89% 3.01% 1.80%
No. of respondents
Owner Manager Store incharge Others
Interpretation : The given table & charts shows the person who take the purchase decision for crates. It was found that majority of times 72.28% of total respondent says that owner of the enterprise takes the purchase decision for crates. 22.89% respondents say that manager of the enterprisetakes purchase decision for crates. 3.01 of total respondents say that store incharge take the purchase decision for crates. 1.80% says that other person take the purchase decision. (9) Are you satisfied with crates ? Response Yes No No. of respondents 59 24 Percentage % 71.08% 28.92%
Graph
70 60 50 40 Yes 30 20 10 0 No. of respondents Percentage % No
No. of respondents
Yes No
Interpretation The given table and charts shows that the satisfaction level of the cusomer with performance of creates.
It was found that the majority of the respondent i.e. 71.08% of the total respondent is satisfied with the performance of their creates. While only 28.92% of the consumer were not satisfied with the performance of their creates. (10) From which medium you aware about the creates ? Response By Distributor By Agent of Company By Friends Advertisement Graph
60 50 40 30 20 10 0 No. of respondents Percentage %
No. of respondents 13 22 48 0
Percentage % 15.66% 26.50% 57.83% 0%
No. of respondents
By Distributor By Agent of Company By Friends Advertisement
Interpretation The given table and charts shows the source of awareness of consumer about the creates. It was found that 57.83% of total respondent get aware about the different model of crates through friends, 26.50% of them get aware through agent of the company and 15.66% aware by distribuor. Advertisement of crates does not exist in the market that is why they not play any role of aware people. Thus there is more need of advertisement of crates and bins.
(11) Should company focus on Distribution channel of Nilkamal product? Response Yes No No. of Response 166 0 Percentage % 100% 0%
Graph
180 160 140 120 100 80 60 40 20 0 No. of Response Percentage % Yes No
No. of Response
Yes No
Interpretation The given table and charts shows the need of Advertisement and sales promotion scheme for crates.
It was found that the mojority of 100% respondent are agreeing that is need of more advertisement and sales promotion scheme for crates.
FINDING & ANALYSIS
FINDING AND ANALYSIS
Majority of users of crates i.e. 43.47% of total user prefer Nilkamal crates. The second and third preference of prince & Supreme crates with 30.43% and 15.94%.
y Majority of user i.e. 85.54% of total are minor user of crates, they use less then 100 crates. y Majority user prefers Multipurpose & Jumbo crates with 50.60% & 25.30%. y The majority of user crates i.e. 100% prefer yearly purchase of crates. y Majority of people prefer Price as basis for purchase with 46.98%. y Majority of customer are price affecting buying behavior of crates. y Majority of 72.28% of total purchase decision taken by owner. I y Majority of respondent 71.08% are satisfying with the performance of crates. y More need of Advertisement and Sales promotion schemes of crates and bins.
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH:-
y y y y y y y y y y
Reputated brand image of Nilkamal. Quality of Nilkamal products. Durability of Nilkamal products Strength of Nilkamal products. Reliability of brand name. Research & development and innovation about the new model, colors and its uses. Wide range of model. Satisfying customers need. Innovative model and colors of Nitkamal product. Effective and Efficient management and workforce. Extensive market research through research agent.
Long lasting goodwill of the company It has well qualified staff which proper attention towards the need of the consumer.
WEAKNESS
WEAKNESS
y Nilkamal crates have high prices as compared its competitors (Prince& Supreme), y Nilkamal concentrates only big user of crates & bins and miner concentrates less user of crates & bins. y Nilkamal is not able to properly communicate its various models, new innovation and its uses to the customers. y Distribution channel of Nilkamal is weak in comparison to its competitors. y They do not have market share in family segment. y Peoples are not much aware about its all product. y Nilkamal doesn't provide proper sales promotion schemes.
OPPORTUNITY
OPPORTUNITY
y Superiority in field of plastic crates markets. y Capturing the foreign markets. y Nilkamal cpn manufacturer special trolley for inverter and battery. y Special table and stand for computer system & television etc can be manufactured. y Small trolley can be manufactured for home and departmental store. y Nilkamal can manufacture folding crates in order to save floor space when not in use. y New opportunities are arising due industrialization and globalization.
THREAT
The competitors of Nilkamal mainly Supreme and Prince can tend to eat into the market share of Nilkamal with there much lower rates.
According to some crates user their quality is also comparable to the Nilkamal crates.
In such a scenario Nilkamal will have to reduce the price of its crates other wise it might lose its precious customers to it s Competitors.
CONCLUSIONS
y Nilkamal is a customer friendly crate. y Next to Nilkamal are Prince and Supreme. y Prince and Supreme are growing day to day markets through its prices. y Price of Nilkamal is high comparison to its competitor. y Weak distribution channel of Nitkamal. y It's concerned only major user of Nilkamal Product.
SUGGESTIONS
Price of Nilkamal should be Justified( reduced). Manufacture plastic plats display ray. Manufacture plastic Defreedzer in Ice-manufacturing plant. Height of Jumbo crates should be increase. Width of handle crates should be increase. Bottom of crates should be made stronger. Folding crates should be manufacture. Start's the Advertisement program of Nilkamal crates. Made more aware program of Nilkamal crates and bins. It must create an impressive Punch line of Nilkamal Product (No compramise of quality& price is name Nilkamal). y More extensive distribution channel is required to move the product to the customer. y Company should watch our retailer's price of Nilkamal crates. y Company should focus on low price and wide range of crates. y y y y y y y y y y
New Prospects
New Prospects
1.Rubber Industry 2. Refinery Industry 3.Plastic Glass Industry 4.Storage
LIMITATIONS
LIMITATIONS
Few respondents don't co-operate with me in this survey. Most of respondents didn't have time for supporting me in filling Questionn~ire. Respondents were not excited in providing detail personal information. At the pick time (Morning) some respondents didn't give the response due to rush. Those respondents who were not interested in buying the product, they were support in filling the Questionnaire. I have done my project in hot and humid summer which was very hard.
ANNEXURE
Questionnaire
I - Do you use material handling crates?
(a) Yes (b) No
2- Which brand of crates do you prefer more? (a) Nilkamal (c) Supreme (b) Prince (d) others
3- How many crates do you use?
(a) Less than 100 (b) Between 100 to 500 (c) M ore theD500
4- Which model of crates do you use?
(a).Tumbo (b) Multipurpose (c) JBC (d) Ice-Box (e) Others
5- What is the frequency of your purchase?
(a) Monthly (b) Quarterly (c) Half Yearly (d) Yearly
6-On what basis do you purchase the crates?
(a) Brand Image (b) Quality (c) Price (D) Other
7-Does Price affect buying behavior? (a) Yes (b) No
(8) Who take the purchase decision for the crates?
(a) Owner (b) Manager (c) In charge (d)Other
9- Are you satisfied with crates?
(a) Yes (b) No
10- From which medium you aware about crates?
(a) By Advertisement (b) By Distributor (c) By Sales Agents (d) By Friends
11-- Should Company focus on Distribution of channel of Nilkamal product?
(a) Yes (b) No
Bibliography
Bibliography
Information about Nilkamal crates and bins is extracted searched from market website.
Research Methodology ± C R Kothari
Fundamental of statistics - S.C. Gupta
Marketing Research - Thomas C. Kinner
Submitted by : Your Name
In partial fulfillmentof the requirement of MBA degree of UP Technical University , Lucknow Session : Year Enrollment No. . Roll No. .
Institute of Management Science
(SHEPA) Nibia, Bachchaon, VRM Bypass Varanasi - 221001
Contents Chapter I - Company Profile Chapter II - Research Methodology Chapter III Analysis of Data Chapter IV Finding & Analysis
Tel.: (0120) 421 4652 Telefax: (0120) 425 9940 Email: [email protected]
Nilkamal Limited
Noida Factory Plot No.26, B/C Sector No.31, Surajpur ± Kasna Road, Greater Noida ± 203 207 (U.P.)
Date :
To Whom It May Concern
This is to certify that Mr. «««««««. S/o Mr. «««««««. as student of
SHEPA, IMS, Nibia Bachchaon, Varanasi has undergone his professional training in our organization as a Management «««««««« Trainee in Marketing for the duration dated
He has worked on a project title Identification of New Prospects and SWOT analysis of Nilkamal Crates & Bins and he is working with Nilkamal Marketing team for holding day to day marketing activities.
During his tenure, we found Mr. ««««««. to be hard working, conscientious & a responsible trainee. The feed back of his participant has always been positive and we wish his all the best in the future.
FOR NILKAMAL LTD. Regional Manager, Marketing
PREFACE
PREFACE
The research report program is designed to give the impact to a candidate who would be the manager of the future . it gives idea about the corporate happing and markets position. The real life position is entirely different from stimulate exercise enacted in an article environment inside the class room. It is because of the reason that the research report programmed tomorrow is designed so that the manager of
does not feel odd when the time comes to should the
responsibility. The experience that I have gathered during my research report has certainly provide me a remarkable experience, which I believe that will help me to shoulder any assignment successfully in future. By going through the research one can find my work more informative & interseting by knowing the various view point of the respondant . the finding and interpretation gives a clear picture about the streamlining the sale and distribution . of course every study has some limitation , which is mention on the last.
ACKNOWLEDGEMENT
It is great opportunity for me to convey my heartful regards to those who help me to make this report purpose full. I would like to convey my never ending gratitude towards our respected Director Prof. C. Lal. I would like to convey my deep sense of veneration towards Mr. Ravi Kant Tripathi who is my research mentor and my project mentor Mr. Vivek Srivastava Regional Manager, Nilkamal Plastics & Mr. Amit Sharma, Nilkamal Plastics, who helped me in selecting the topics for the project. I would also like to thank to all my teachers and faculty members and I wish to thank all my seniors friends and general people who help me to make my research successful.
ABOUT THE COMAPANY
ABOUT THE COMPANY
Nilkamal Plastics is Asia s largest plastic processor of moulded products. We make products that have changed the very nature of the good transportation and furniture industry in this region. The NILKAMAL GROUP, India's leading manufacturer of Moulded Furniture and Material Handling Crates having a turnover in excess of US$ 100 million and is also the world's largest manufacturer of moulded furniture. The group commands market leadership in India with five state of the art manufacturing facilities in various states of India accredited with quality certificates like ISO 9001 & ISO 14000. The group has not only limited its manufacturing operations in India but have also gone beyond Indian boundaries with its expertise in the field of plastics and has set up Joint venture manufacturing facilities in Sri Lanka (again an ISO 9001 certified unit) as well as Bangladesh. Apart from having overseas manufacturing facilities the group also has a warehousing facility along with a marketing office set up in Ajman Free Zone, United Arab Emirates which will cater to the requirement of customers in the Middle East & the African continent .
The group has a wide array of products in both the furniture as well as crates segment. The Furniture product range comprises of Chairs, Dining Tables, Coffee Tables, Trolleys, Shoe racks, Multipurpose racks, Baby chairs stools etc to mention a few. As regards crates the group has all sizes of crates that cater to various industrial applications. Innovation is also a major asset of the group and hence they are able to add at least 10 new products to the already existing wide range.
MATERIAL HANDELING
MATERIAL HANDELING
Plastic crates have revolutionized Material handling in India and NILKAMAL has been the pioneering spirit in this revolution. Nilkamal manufacturer a large variety of moduled crates to suit different purpose across a wide gamut of industry. Nilkamal has been in the material handeling business for 20 years now- starting with the first plastic crates ever to be made in India for the diary industry. They lay great emphasize on design , keeping in mind the importance on transport productivity, quality, space utilization & cost effectiveness. Today Nilkamal has promoted the usage of these crates in almost every sector of the economy,with tremendous benefits accruing the users. For the convenience of users crates are being categorized based on the most popular model sold in each industry.
CORPORATE WORLD
CORPORATE WORLD Nilkamal's mission is to 'provide value through convenience' to its consumers. We aim at attaining a firm grip on the market through value initiatives directed towards our stakeholders. Since inception, Nilkamal has traveled in only one direction: upwards.
There has been no looking back and the company has persevered to attain market leadership in this industry. In the first year of production itself, the company witnesses a profit of more than Rs. 5 crores. The compounded growth has been 30% annually and today the annual profits have reached Rs. 12 crores and 37 lakhs. Through our years we have proven this track record.
DIRECTORS
Directors
MR VAMAN V PAREKH, 70 (Chairman) Mr. Vaman Parekh, one of the founders of Nilkamal Group has been instrumental in making Nilkamal a name to reckon with in the plastics industry. Under his supervision, the production and technical activities of the Group have helped Nilkamal emerge as the most revered brand name in the plastics industry. Besides these, he has also taken part in many social activities; he has been the Chairman of many plastics organization and other social groups.
MR. SHARAD V PAREKH, 60 (Managing Director) Mr. Sharad V Parekh, the co-founder of Nilkamal Group can be credited with having pioneered the Material Handling business in India. He has played an active role for more than three decades in providing material handling solutions to varied requirements of almost all industrial and thus enabled Nilkamal emerge as an expert Material handling player in India. He plays an active role in organizations related to plastics and other social activities.
MR. HITEN V. PAREKH, 42 (Executive Director) Mr. Hiten V. Parekh monitors the day to day operations of the company. With his hands on experience in the production and technical activities, he supervises the overall functions of the Group. He has been instrumental in launching @HOME The complete Home Solutions Store with refreshing furniture and accessories which is the Group's new venture in Furniture.
MR. MANISH V. PAREKH, 37 (Director) Mr. Manish V. Parekh, the Head of the furniture division presides over one of the fastest growing business in the country. He is the pillar behind the enormous dealer network which is responsible for catering to requirements from the remotest region of the country. He monitors the daily functions of the plastic furniture division. Under his guidance, @HOME has grown in a short span of time to provide quality furniture, accessories, design solutions, professional guidance, interest free loans, etc
MR. NAYAN S. PAREKH, 33 (Director) Mr. Nayan S. Parekh, the Head of the Material Handling Division, is steering Nilkamal to a strong position in the international Material handling industry. A Bachelors in Plastics Engineering from UMASS, Lowell, USA, he has worked hard to innovate, design and provide material handling solutions comparable to international standard.His aim at making Nilkamal a One Stop. Material Handling Shop for all industries by providing solutions in plastics and metal is revolutionizing the Material handling industry. He is the brain behind Nilkamal Bito Storage Systems Pvt. Ltd., which is a Joint Venture between Nilkamal and Bito Lagertechnik Bittmann GmbH, Germany. This Joint Venture company will commence manufacture of metal racking and shelving systems in India by Jan'07.
³PLANT LOCATION´
Nilkamal has business presences in over 30 locations all over the country and manufacturing facilities in all four corners of the region.
West India
A) Kharadpada, Silvassa (Union Territory- Factory of NILKAMAL Crates & Bins Pvt. Ltd.) The ISO 9001: 2000 factory complex has an area of 35,000 sq.meter with an installed capacity of 9000 metric tons Per Annum. This factory houses manufacturing facilities like Injection moulding, Rotational moulding, Polypropylene Corrugated box, Vacuum forming & Blow moulding product. This factory is primarily focused on Material Handling products and OEM products for customers such as defense, automobile manufacturer etc.
B) Vasona, Silvassa (Union Territory) This 30,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 13,500 metric tons Per Annum at present for manufacturing of Moulded Furniture & Material Handling Crates.
C) Sinnar- Nashik (Maharashtra) This 22,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 6800 metric tons Per Annum primarily to manufacture crates for Fruits & Vegetable industries.
North India Greater Noida (Uttar Pradesh) This 16,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 11,500 metric tons Per Annum for manufacturing of Moulded Furniture & Material Handling Crates
South India Pondicherry (Union Territory) This plant is manufacturing Moulded Furniture System & Material Handling products. This 13,500 sq. meter, ISO 14000 factory complex has an installed capacity of 6200 metric tons Per Annum.
East India Barjora (West Bengal) This 50,000 sq. meter factory complex is 9001:2000 certified, has an installed capacity of 6200 metric tons Per Annum catering to Moulded Furniture & Material Handling Crates business.
Over seas Subsidiaries
Sri Lanka: Columbo (NILKAMAL Eswaran Plastics Pvt. Ltd.)
The company has extended its business to other countries through exports. Sri Lanka is considered as the growing market for our goods. In a Joint Venture, the company has set up a plant near Columbo. This 10,500 sq. meter, ISO 9001:2000 factory complex has an installed capacity of 7500 metric tons Per Annum for Moulded Furniture & Material Handling Crates
Bangladesh: Dhaka (NILKAMAL Padma Plastics Pvt. Ltd.)
As part of our expansion program, the Company has established a Joint Venture in Bangladesh. This 12,500 sq. meter ISO 9001:2000 factory complex has an installed capacity of 2200 metric tons Per Annum manufacturing Moulded Furniture & Material Handling Crates.
³COMPETITOR´
COMPETITIOR Nilkamal faces competition in the field of plastics products manufacturing mainly from two competitors: Prince Supreme
Prince
PRINCEWARE International Pvt. Ltd is India¶s No. 1 manufacturer and exporter of plastics houseware, thermoware and furniture. PRINCEWARE is known for its quality products manufactured as per the highest international standards. The process involves usage of 100% virgin plastics raw material, moulded at state-of ± the-art manufacturing facilities. PRINCEWARE is ISO 9001:2008 certified and is also the winner of India¶s most prestigious exports award PLEXCONCIL, since 1984. Keeping the customers needs in mind they have been extending PRIVATE CABLE facility to select clients for bulk supplies of products. They also provide in house design to keep the client make a choice. With a view to reduce their dependance and turnaround time, they have established their own facilities, for table , bar codes, printing catalog & leaflets. This reduces the lead time in big way resulting in fastest delivery to clients.
Starting their exports in 1976 today Prince product fined their way to over 50 countries from South America , USA, Africa, and Gulf to Fiji island in the east. They are rapidly developing the domestic market s with networks of 150 distributors, dealer, stokiest already in place. Their focus is also concentrated on institutional selling . their client include among other of Uniliver (India) Pvt. Ltd. , P&G, Nirma, Godrej, Colgate , Palmolive, Boost India , Pepsi, Coca Cola, Reliance Industries and etc. Today PRINCE with its unique monogram enjoys a high brand image globally. PRINCE has been certified by DNV ccertification B.V. under accreditation of the Dutch Council for Accreditation (RvA) as a Quality Management System Standard for design , manufacturing , development and marketing of all the products . they are the only ISO 9001/2000 certified house ware company in India.
SUPREME
The supreme group is among India dynamic, fasted growing conglomerates acknowledgement leader in the country plastic industry, with a group turnover in excess of Rs. 12,000 million (US$ 293 Million).
The group units together process over 82,000 tons of polymers every year among the largest volume in India. The group 20 sopl~isticated manufacturing plants feature the world finest technologies thanks to strategies collaboration with global leader like: Wavin (Netherlands) Schoeller (Germany) Rasmussen (Switzerland) and etc.
Supreme offer product like PVC fitting & pipes, moulded furniture, crates, packaging films, Industries moulded product etc.
Other Feature
I . Supreme is one of India's largest manufacturing of crates, 2. World class facilities fo ' r product engineering, manufacturing and Research & Development. 3. Nearly 100 different models of crates and bins offered. 4. Customized product development also undertaken.
5. Among the largest supplier of bottle crates to Coca-Cola &Pepsi. 6. License of scholars, Germany for bottle crates moulds.
The first India plastic company to get ISO 9002 certificate for one of its units, Supreme is trying to get its entire plants network and operation certified within the next three years.
Having harnessed frontline technology. Supreme has committed substantial resources to new product application development e.g. PVC-SWR system, cross laminated film tarpaulin, greenhouse covers and industrial racks etc.
Supreme product have found ready acceptance overseas from Australia to the Middle East Europe to Africa.
SUCCESS STORY
SUCCESS STORY
To describe Nilkamal plastics evolution from a small family owned plastics button maker to India leading listed company in moulded plastics furniture is a simplistic way of describing its success story. So we will throw in the fact that the Rs. 400 crore company, which is also into material handling product, is the world's largest manufacturer of plastic furniture, has establish its presence beyond . India shores, It operates out of neighboring ma ets like Bangladesh and Sri Lanka (where it is No I Brand) and enjoy and impressive markets shares of close to 27% in India. And it's the last bie that most significant, considering that the moulded plastic business has been a commoditized one, dominated by a large number of local players and only a handful of known brands such as VIP Modem, Supreme, Prince and Cello.
Manish Parakh Director of Nilkamal plastics attributes the company success to regular investment in two key areas Research & Development and brand building. In its early day, the fully moulded plastic chair was a novelty an exciting alternative to the heavy and unglamorous looking wood and mortal chairs.
"People were shifting from steel and wood to plastic as they were light, durable, inexpensive" say Parakh. That they also gave a wide choice of eye catching colors and design helped. But there was a hitch while plastic furniture was doing very well in the institutional segment, such as offices, restaurant and in the outdoor public places, the idea did not find enough acceptances in the home segment. The reason was that consumers did not see plastic furniture as belonging to the living room, and bough it mostly for outdoor use. Nilkamal introduced innovative design and color that went beyond the plain vanilla look, such as decorative chairs and wood and granite finish. "We had to look for designs which fit indoors" says Parakh. The industry also got a shot in the arm with Reliance's Hamnagar plant coming up in 1990, and the supply of polypropylene, one of the key ingredient, overshot demand for the first time. With input cost down, moulded furniture become a lot more affordable. Volumes went up but. bought its own share of problem, such as high cost of transportation through it weight less, Plastic furniture occupies a lot space. The solution was to decentralize manufacturing, through regional plants, to reduce freight costs. The first plant come up at Sinner in Maharahstra in 1991, and was followed by other in Silvassa, Pondicherry, Noida and West Bangal. The multi location strategy also helped counter local players, who were more nimble footed and aggressive and often copied design and models, tweaking them slightly to avoid design patent issues. Simultaneously, the distribution network was ramped up and today, Nilkamal has an impressive 27 branches across the country, with 430 direct distributors over 15,000 dealers and a 100 storage sales team. The distributor's selection process is rigorous and every prospective partner is required to come down to the company and here headquarters for a familiarization trip at their own
expense. Once in Mumbai, they are losted by the company and over a period of two day's are taken through an orientation program that covers various departments like marketing sales, account and quality. "We want them to understand the culture of the company before the join". Say's Parekh. "By tee time they leave they have met all the people on the way up. This way they feel part of the company ftom day one. The international business is also picking speed, and its Croma brand launched in Bangladesh last year , is the second largest in that market. In Sri Lanka, where operation were launched in 1999 the Nilkamal brand is already the market leader, with over 75% market share. These say's Parekh time is divided between the existing business and the @ home division, a new retail chain of home famishing furniture and accessories. The first @ store has been recently launched in Puna and will be followed up with two more in Mumbai. But the core business is where the action is, with input cost on the rise again. Parakh say's local supplier resorting to using reprocessed material. Which is lower quality that fresh or (virgin material). In fact's Nilkamal latest commercial featuring actor Sanjat Suri address the issue. According to Parakh over the next few year's the companies trust is going to be on penetration and distribution especially in upcountry markers. He plans to take Nilkamal markets share to 35% through classic designs and value added products like cushioned sopha set designed chairs plastic cupboards and molded cabinets. A new experiment card Nilkamal home ideas is also underway in urban markets. Where in distributors are been supported in setting up stores next to there offices were the entire ranges of Nilkamal furniture is displayed, Clearly Parakh sees plenty offering for growth. Particularly in the chairs business, which makes up for 80% of the plastic industry? "Wherever there are two lakes, a chair can be placed" he says..
INTRODUCTION OF RESEARCH
INTRODUCTION OF RESEARCH
Research is an important source of knowledge.
It is an activity related to a systematic research for relevant informational on a topic for relevant information knowledge. It is based on observing experience or some empirical evidence and so the out come of research is aimed at the discovery of new facts. It is not always the final solution of any problem and therefore, one research offers field or relating to a particular problem.
Research are conducted both in physical sciences like Physics, Chemistry, Zoology or Geology and Social Sciences like Sociology, Psychology, Economics conducted by a variety of methods like historical method.
Descriptive method, experimental method, field study method or case study method. All these method have got there own merits and demerits and used as per the need of the researcher. But in all cases, the results are useful in enhancing knowledge in a articular field.
RESEARCH OBJECTIVE
RESEARCH OBJECTIVE
Problem Defining
Identification of new prospect and SWOT analysis of Nilkantal crates and bins.
To know the markets share of Nilkamal crates and bins. To find out the satisfaction level of Nilkarnal crates user. Know the new prospects of Nilkamal crates and bins. To have a comparative analysis of Nilkamal crates and bins of its competitor. To conduct a SWOT analysis of Nilkamal and its competitor.
RESEARCH METHODOLOGY
Significant of Study The survey is significance in terms of gives the knowledge about the Market Survey, New Prospects and SWOT analysis of Nilkamal crates and bins. The universe comprise of the consumer of Gorakhpur City. Generally all the consumers were targeted as this account for maximum market share. Research Type:
Data Type: Sample size: 166 Data Collection Method: Data Collection Instrument: Sampling Technique: Descriptive Research Primary Data Questionnaire & Direct Interview Method Personal Interview NonProbablistic Convenion Sampling.
(1) Do you use material handeling plastics crates?
Response Yes No
No. of respondant 83 83
Percentage (%) 50 50
Graph
90 80 70 60 50 40 30 20 10 0 No. of respondant Percentage (%) Yes No
No. of respondant
Yes No
Interpretation
The given chart and table show the no. of respondents who use material handeling plastics crates. It was found that 50% of the respondents like to use material handeling plastics crates and 50% of respondents do not like to use plastics crates. Those respondents who not using material handeling crates are using metal box , wooden box, plastic tray, Jute & Plastic Bags and etc.
(2) Which Brand of Crates do you prefer?
Name of Company Nilkamal Prince Supreme Syntax other
No. of User 60 42 22 09 05
Percentage (%) 43.47 30.43 15.94 6.52 3.62
70 60 50 40 No. of User 30 20 10 0 Nilkamal Prince Supreme Syntax other Percentage (%)
No. of User
Nilkamal Prince Supreme Syntax other
Interpretation : The given table and charts shows the brand preference of respondents in plastic crates. It was found that 43.47% of total respondents Prefer Nilkamal which is at the top and the second preference of respondents is prince with 30.43% and third Supreme with 15.94. (3) How many crates do you use? Response Less than 100 Between 100-500 More than 500 No. of respondents 71 4 12 Percentage % 85.54 % 4.80 % 14.45 %
Graph
80 70 60 50 40 30 20 10 0 Less than 100 Between 100-500 More than 500 No. of respondents Percentage %
No. of respondents
Less than 100 Between 100-500 More than 500
Interpretation The given table & charts shows that the total no. of crates used by respondents. It was found that our 85.54% respondent¶s mejority of them are using less than 100 crates, 4.81 % of them use between 100 to 500crates and 14.45% of them use more than 500 crates. Thus the mejority of fever users are more than the more users in the city of Gorakhpur. (4) Which model of Crates do you use?
Response Jumbo Multi Purpose FPO Crates Ice boxes Bottling crates Graph
45 40 35 30 25 20 15 10 5 0 Jumbo Multi Purpose FPO Crates
No. of respondents 21 42 6 12 8
Percentage % 25.30 % 50.60 % 7.22 % 14.45% 9.6%
No. of respondents Percentage %
Ice boxes Bottling crates
No. of respondents
Jumbo Multi Purpose FPO Crates Ice boxes Bottling crates
Interpretation The given table and charts shows the percentage of avarious model of crates use by the respondent. If was found that mejority of respondent is 50.60% of the total respondent prefer multipurpose crates. The second position goes to Jumbo crates with 25.30% . third position goes for ice boxes with 14.45%. Fourth position goes for Bottling crates with 9.6% and users of other crates is 7.22% share.thus it is clear thet mejority of user prefer Jumbo and Multipurpose crates. (5) What is the frequency of your purchase? Response Monthly Quarterly Half Yearly Yearly No. of respondents 0 0 0 83 Percentage % 00 0 0 100%
Graph
90 80 70 60 50 40 30 20 10 0 Monthly Quarterly Half Yearly Yearly No. of respondents Percentage %
No. of respondents
Monthly Quarterly Half Yearly Yearly
Interpretation : The given table and charts shows how frequently the respondent purchase the crates.
It was found that crates out of 100% respondent majorityof them prefer yearly purchase of crates . none of the total respondent purchases the crates monthly or quarterly and half yearly. (6) On what basis do you purchase the crates?
Response Brand Image Quality Price Others Graph
No. of respondents 11 29 39 4
Percentage % 13.25% 34.93% 46.98% 4.8%
45 40 35 30 25 20 15 10 5 0 Brand Image Quality Price Others No. of respondents Percentage %
No. of respondents
Brand Image Quality Price Others
Interpretation : The given table and charts shows the basis for the purchase the crates. It was found that majority of people is 46.95% prefer price based purchase crates. The second basis goes for quality with 34.93% and third 13.25 % and 4.8% is brand image and other basis purchase of crates.
(7) Does price affect your buying brhaviour?
Response Yes No
No. of respondents 83 0
Percentage % 100% 0%
Graph
90 80 70 60 50 40 30 20 10 0 No. of respondents Percentage % Yes No
No. of respondents
Yes No
Interpretation The given table & chart shows the effect of price of crates on buying behavior of customer. It was found that the outcome was a single response. Among 100 % of respondents majority of them supported that the price of the crates has an affect buying behavior.
(8) Who take the purchase decision of crates? Response Owner Manager Store incharge Others Graph
140 120 100 80 60 40 20 0 Owner Manager Store incharge Others No. of respondents Percentage %
No. of respondents 120 38 5 3
Percentage % 72.28% 22.89% 3.01% 1.80%
No. of respondents
Owner Manager Store incharge Others
Interpretation : The given table & charts shows the person who take the purchase decision for crates. It was found that majority of times 72.28% of total respondent says that owner of the enterprise takes the purchase decision for crates. 22.89% respondents say that manager of the enterprisetakes purchase decision for crates. 3.01 of total respondents say that store incharge take the purchase decision for crates. 1.80% says that other person take the purchase decision. (9) Are you satisfied with crates ? Response Yes No No. of respondents 59 24 Percentage % 71.08% 28.92%
Graph
70 60 50 40 Yes 30 20 10 0 No. of respondents Percentage % No
No. of respondents
Yes No
Interpretation The given table and charts shows that the satisfaction level of the cusomer with performance of creates.
It was found that the majority of the respondent i.e. 71.08% of the total respondent is satisfied with the performance of their creates. While only 28.92% of the consumer were not satisfied with the performance of their creates. (10) From which medium you aware about the creates ? Response By Distributor By Agent of Company By Friends Advertisement Graph
60 50 40 30 20 10 0 No. of respondents Percentage %
No. of respondents 13 22 48 0
Percentage % 15.66% 26.50% 57.83% 0%
No. of respondents
By Distributor By Agent of Company By Friends Advertisement
Interpretation The given table and charts shows the source of awareness of consumer about the creates. It was found that 57.83% of total respondent get aware about the different model of crates through friends, 26.50% of them get aware through agent of the company and 15.66% aware by distribuor. Advertisement of crates does not exist in the market that is why they not play any role of aware people. Thus there is more need of advertisement of crates and bins.
(11) Should company focus on Distribution channel of Nilkamal product? Response Yes No No. of Response 166 0 Percentage % 100% 0%
Graph
180 160 140 120 100 80 60 40 20 0 No. of Response Percentage % Yes No
No. of Response
Yes No
Interpretation The given table and charts shows the need of Advertisement and sales promotion scheme for crates.
It was found that the mojority of 100% respondent are agreeing that is need of more advertisement and sales promotion scheme for crates.
FINDING & ANALYSIS
FINDING AND ANALYSIS
Majority of users of crates i.e. 43.47% of total user prefer Nilkamal crates. The second and third preference of prince & Supreme crates with 30.43% and 15.94%.
y Majority of user i.e. 85.54% of total are minor user of crates, they use less then 100 crates. y Majority user prefers Multipurpose & Jumbo crates with 50.60% & 25.30%. y The majority of user crates i.e. 100% prefer yearly purchase of crates. y Majority of people prefer Price as basis for purchase with 46.98%. y Majority of customer are price affecting buying behavior of crates. y Majority of 72.28% of total purchase decision taken by owner. I y Majority of respondent 71.08% are satisfying with the performance of crates. y More need of Advertisement and Sales promotion schemes of crates and bins.
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH:-
y y y y y y y y y y
Reputated brand image of Nilkamal. Quality of Nilkamal products. Durability of Nilkamal products Strength of Nilkamal products. Reliability of brand name. Research & development and innovation about the new model, colors and its uses. Wide range of model. Satisfying customers need. Innovative model and colors of Nitkamal product. Effective and Efficient management and workforce. Extensive market research through research agent.
Long lasting goodwill of the company It has well qualified staff which proper attention towards the need of the consumer.
WEAKNESS
WEAKNESS
y Nilkamal crates have high prices as compared its competitors (Prince& Supreme), y Nilkamal concentrates only big user of crates & bins and miner concentrates less user of crates & bins. y Nilkamal is not able to properly communicate its various models, new innovation and its uses to the customers. y Distribution channel of Nilkamal is weak in comparison to its competitors. y They do not have market share in family segment. y Peoples are not much aware about its all product. y Nilkamal doesn't provide proper sales promotion schemes.
OPPORTUNITY
OPPORTUNITY
y Superiority in field of plastic crates markets. y Capturing the foreign markets. y Nilkamal cpn manufacturer special trolley for inverter and battery. y Special table and stand for computer system & television etc can be manufactured. y Small trolley can be manufactured for home and departmental store. y Nilkamal can manufacture folding crates in order to save floor space when not in use. y New opportunities are arising due industrialization and globalization.
THREAT
The competitors of Nilkamal mainly Supreme and Prince can tend to eat into the market share of Nilkamal with there much lower rates.
According to some crates user their quality is also comparable to the Nilkamal crates.
In such a scenario Nilkamal will have to reduce the price of its crates other wise it might lose its precious customers to it s Competitors.
CONCLUSIONS
y Nilkamal is a customer friendly crate. y Next to Nilkamal are Prince and Supreme. y Prince and Supreme are growing day to day markets through its prices. y Price of Nilkamal is high comparison to its competitor. y Weak distribution channel of Nitkamal. y It's concerned only major user of Nilkamal Product.
SUGGESTIONS
Price of Nilkamal should be Justified( reduced). Manufacture plastic plats display ray. Manufacture plastic Defreedzer in Ice-manufacturing plant. Height of Jumbo crates should be increase. Width of handle crates should be increase. Bottom of crates should be made stronger. Folding crates should be manufacture. Start's the Advertisement program of Nilkamal crates. Made more aware program of Nilkamal crates and bins. It must create an impressive Punch line of Nilkamal Product (No compramise of quality& price is name Nilkamal). y More extensive distribution channel is required to move the product to the customer. y Company should watch our retailer's price of Nilkamal crates. y Company should focus on low price and wide range of crates. y y y y y y y y y y
New Prospects
New Prospects
1.Rubber Industry 2. Refinery Industry 3.Plastic Glass Industry 4.Storage
LIMITATIONS
LIMITATIONS
Few respondents don't co-operate with me in this survey. Most of respondents didn't have time for supporting me in filling Questionn~ire. Respondents were not excited in providing detail personal information. At the pick time (Morning) some respondents didn't give the response due to rush. Those respondents who were not interested in buying the product, they were support in filling the Questionnaire. I have done my project in hot and humid summer which was very hard.
ANNEXURE
Questionnaire
I - Do you use material handling crates?
(a) Yes (b) No
2- Which brand of crates do you prefer more? (a) Nilkamal (c) Supreme (b) Prince (d) others
3- How many crates do you use?
(a) Less than 100 (b) Between 100 to 500 (c) M ore theD500
4- Which model of crates do you use?
(a).Tumbo (b) Multipurpose (c) JBC (d) Ice-Box (e) Others
5- What is the frequency of your purchase?
(a) Monthly (b) Quarterly (c) Half Yearly (d) Yearly
6-On what basis do you purchase the crates?
(a) Brand Image (b) Quality (c) Price (D) Other
7-Does Price affect buying behavior? (a) Yes (b) No
(8) Who take the purchase decision for the crates?
(a) Owner (b) Manager (c) In charge (d)Other
9- Are you satisfied with crates?
(a) Yes (b) No
10- From which medium you aware about crates?
(a) By Advertisement (b) By Distributor (c) By Sales Agents (d) By Friends
11-- Should Company focus on Distribution of channel of Nilkamal product?
(a) Yes (b) No
Bibliography
Bibliography
Information about Nilkamal crates and bins is extracted searched from market website.
Research Methodology ± C R Kothari
Fundamental of statistics - S.C. Gupta
Marketing Research - Thomas C. Kinner
