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SUMMER TRAININGPROJECT REPORT

ON

“MARKETING AND PROMOTIONAL

STRATEGY AT ALSTONE”

Submitted in Partial Fulfillment of the Requirements of

Mahamaya Technical University, Noida for the award of degree of

Master of Business Administration (M.B.A)

Session (2011-12)

Submitted To:

Dr. P.K. Ghose

Director MBA

Submitted by:

Tushar Verma

1007270156

MBA III Semester

IIMT MANAGEMENT COLLEGE, MEERUT



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Declaration



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Student Declaration

I, hereby declare that the research work presented in the summer training based project

report entitled,“

Marketing and Promotional Strategy of Altstone”

for the partial

fulfillment for the award of Masters Degree in Business Administration from Maha Maya

Technical University, Noida is based on my research work.

The project report embodies the result of original work and studies carried out by me and

the content of the project do not from the basis for the award of any other degree to me or

to anybody else.

(Signature)

Tushar Verma

Roll No. 1007270156

Date



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ACKNOWLEDGEMENT



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ACKNOWLEDGEMENT

First of all I would like to thank the Management at Alstone for giving me the

opportunity to do my 45 days project training in their esteemed organization.

I am highly obliged to Mr. Anil Jain, Mr. Sanjeet Kumar Jha for granting me to

undertake my training at Noida Office.

I express my thanks to all Sales Managers under whose able guidance and direction, I

was able to give shape to my training. Their constant review and excellent suggestions

throughout the project are highly commendable.

I express my thanks to Dr. P.K Ghose Director of IIMT Management college Meerut.

My heartfelt thanks go to all the executives who helped me gain knowledge about the

actual working and the processes involved in various departments.

Tushar Verma

MBA IInd Year



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EXECUTIVE SUMMARY



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EXECUTIVE SUMMARY

The Present business scenario is totally consumer oriented. Every company

faces stiff competition from its competitors, each provides the best product

at competitive rates. As a result customers have lot of choices to get the best

with the least cost. To face this competition, it is very important to know

customer’s behavior, their needs, preference and also the motivation factors.

My project titled is ―Marketing and Promotional Strategy of Alstone‖ of

Alstone Products and my mentor in the company are Mr. Sanjeet Kr. Jha &

Mr. Arvind Gangwar who guided me in completion of my project.

My work in the summer internship is to do the market research and brand

promotion of the products made by Alstone. We have been given the area of

whole Delhi where we had gone done the research on the products of

Alstone. We tried to find out the various competitor of Alstone who are

present in the market and tries to increase the dealership of the companies

with the shopkeepers who are not selling the product of Alstone in the

market.

We are divided into group of 2 students and been sent to various areas of

Delhi like Rajouri Garden, Janakpuri, Tilak Nagar, Bhadurgarh, Dwarka etc.

to name a few.



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There we had to talk to various Hardware and Paints shops owner asked

them about our company products and try to solve their problems if they

have from our products.



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TABLE OF CONTENTS

Company Certificate

College Certificate

Declaration

Acknowledgement

Executive Summary

01 Objective 01

02 Research Methodology 02

03 Literature Review 04

04 Industry Profile 28

05 Company Profile 55

06 Data Analysis 85

07 Conclusion 104

08 Limitation 106

09 Bibliography 108

10 Questionnaire 110



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INTRODUCTION



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INTRODUCTION

―Marketing is a social and managerial process by which individuals and groups obtain

what they need and want, through creating, offering and exchanging products of value

with others‖.

- Philip Kotler.

Marketing includes all those activities having to do with effecting changes in the

ownership and possession of goods and services. It is that part of economics which deals

with the creation of time, place and possession utilities and that phase of business activity

through which human wants are satisfied, by the exchange of goods and services for

some valuable consideration.

- American Marketing Association.

Marketing is the process of discovering and translating consumer wants into product and

service specifications and then in turn helping to make it possible for more and more of

consumers to enjoy more and more of these products and services.

Marketing consists of analyzing marketing opportunities, researching and selecting target

markets, designing marketing strategies, planning marketing programs and organizing,

implementing and controlling marketing effort.



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Companies have to identify long and short term marketing opportunities and research the

selected market by measuring and forecasting attractiveness of the given market. Having

selected the market, the companies need to develop a differentiating and positioning

strategy for the target market. The marketing strategy must be transformed into marketing

programs by deciding on marketing expenditures and the marketing mix. The final step is

organizing the marketing resources and implementing and controlling the marketing plan.



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INDUSTRY

OVERVIEW



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. INTRODUCTION.

The Indian construction industry recorded a consistent double-digit year-onyear growth

(12%) during 2000-2005, and is expected to grow at 25-30% during 2005-2010. The key

drivers of this growth are government investment in infrastructure creation and real estate

demand in the residential and industrial sectors. The construction industry is the second

largest industry of the country after agriculture. Construction activity is an integral part of

a country’s infrastructure and industrial development. It includes hospitals, schools,

townships, offices, houses and other buildings; urban infrastructure (including water

supply, sewerage, drainage); highways, roads, ports, railways, airports; power systems;

irrigation and agriculture systems; telecommunications etc. Covering as it does such a

wide spectrum, construction becomes the basic input for socio-economic development.

The construction industry is the infrastructure of the infrastructure industry. Besides, the

construction industry generates substantial employment and provides a growth impetus to

other sectors through backward and forward linkages. It is, essential therefore, that, this

vital activity is nurtured for the healthy growth of the economy. With the present

emphasis on creating physical infrastructure, massive investment is planned during the

Tenth Plan. The construction industry would play a crucial role in this regard and has to

gear itself to meet the challenges. In order to meet the intended investment targets in

time, the current capacity of the domestic construction industry would need considerable

strengthening. The construction sector has major linkages with the building material

industry since construction material accounts for sizeable share of the construction costs

These include cement, steel, bricks/tiles, sand/aggregates, fixtures/fittings, paints and



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chemicals, construction equipment, petro-products, timber, mineral products, aluminum,

glass and plastics. The construction sector is one of the largest employers in the country.

In 1999-2000, it employed 17.62 million workers, a rise of 6 million over 1993-94. The

sector also recorded the highest growth rate in generation of jobs in the last two decades,

doubling its share in total employment.

MARKET OVERVIEW

The Indian construction industry recorded a consistent double-digit year-onyear growth

of 12% during 2000-2005, and is expected to grow at 25-30% during 2005-2010.The key

drivers of this growth are government investment in infrastructure creation and real estate

demand in the residential and industrial sectors. Presently, the annual expenditure budget

of India is Rs.438, 795 Crores against the backdrop of the total Gross National Product

(GNP) of the country of about Rs.2200,000 Crores or more (www.indiabudget.nic.in,

2004). Over the years, more than half of the expenditure budget is spent on civil

engineering works. Annexure-I shows the investments made in the industry over the past

years. The construction industry sets in motion the process of economical growth in the

country; investment in this sector contributes 6.5% of Gross Domestic Product (GDP)

growth. Every Re.1 investment in the construction industry causes an Rs.0.80 increment

in GDP as against Rs.0.20 and Rs.0.14 in the fields of agriculture and manufacturing

industry, respectively. Statistics over the period have shown that compared to other

sectors, this sector of economic activity generally creates 4.7 times increase in incomes

and 7.76 times increase in employment generation potentiality. Sustained efforts by the

Indian construction industry and the Planning Commission have led to assigning the

industry status to construction today. This means formal planning and above board



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financial planning will be the obvious destination of the construction sector in the

country, with over 3.1 Crore persons employed in it.



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Under the VGF scheme, twenty three projects with project cost of Rs. 11,114.7 crore

have been given in principle/final approval involving an estimated Viability Gap Funding

of Rs. 2,690.3 crore. IIFCL has so far approved 64 credit proposals involving assistance

from IIFCL amounting to Rs.14,966 crore. For providing financial support for quality

project development activities to the States and the Central Ministries, a corpus fund

titled India Infrastructure Project Development Fund (IIPDF), with initial outlay of Rs.

100 crore is being set up.

Increasing Demand for Housing Housing sector is poised to witness unprecedented

demands. As the economy improves, a large segment of the population would arise above

the poverty line and the third need popularly articulated of ―Makan‖ in the famous slogan

of ―Roti, Kapda aur Makan‖ (Food, clothing & shelter) would become stronger The main

determinants of the demand for housing are demographic. However other factors like

income, price of housing, cost and availability of credit, consumer preferences, investor

preferences, price of substitutes and price of compliments all play a role. The core

demographic variables are population size and population growth: the more people in the

economy, the greater the demand for housing. it is households that demand housing

services: typically one household per house. The size and demographic composition of

households is variable and not entirely exogenous.

From an external point of view, housing is being considered more and more as an asset

by international investors as well as by Indians residing abroad. This is attracting a large

amount of international investments and expatriate funds into the housing sector. From an

internal point of view, the economic growth is leading to rapid urbanization and creation



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of a new middle class. This along with changing social norms leading to nuclear families

and the decreasing age of individuals purchasing houses are fuelling demand for housing.

According to a study conducted by ICICI Securities, the size of an average urban

household decreased from 6.06 in 2001 to 5.5 at present against the average household

size in Europe varying from 2.3 to 2.8. Rising income, greater number of income

generators per household, especially working women and the younger generation, and

changing mindset are the primary reasons for reduction in the household size. It is

expected that the household size will continue to decline in the next 10 years. As per

industry estimates, average age of a home buyer has decreased from 42 years to 31 years.

The younger generation is creating further demand for residential units and the trend

should continue as the income generation capability of the Indian youth grows. The

diagram below is a summarized illustration of the key factors that are driving housing

demand in India.

Widening Demand – Supply Gap The demand for the housing, commercial buildings is

very high; but the supply is limited. The urban population is increasing very rapidly. Due

to various key drivers of growth listed above causing the market demand to increase more

and more. It has been analyzed that residential prices have increased by about 15- 20% on

average in the last one year. There has been strong growth in demand supported by rising

disposable incomes, low interest rates, and fiscal incentives on both interest and principal

payments and increasing urbanization. In 1995 EMI (Estimated Monthly Installments) as

a part of salary was 54% as compared to 28 % in 2005. Also, as per industry estimates,

the average age of a house buyer has fallen from 42 to 31yrs.



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India’s booming infrastructure spend Order inflows for construction companies continue

to remain robust which is indication of India’s booming infrastructure spend. As of June

2007, order book of top eight construction companies was at least twice their annual

revenues of 200607. The infrastructure sectors are needed to built in India apart from the

some ofmetro cities such as roads, airports, power plants. (India Has to build new power

plants to meet its future energy demand which is growing phenomenally) An increase in

port capacity from 334 MT to 470 MT by the end of the Tenth Five Year Plan envisaged.

Investments of around Rs 163 billion planned. Privatization and upgradation of four

metro airports planned. A number of airports, including international airports at

Hyderabad and Bangalore, to be built. Investment of over Rs 164 billion proposed.

Another area where the demand far outstrips supply is the urban infrastructure amenities.

The government is stressing on large capacity addition in various segments of the sector.

Urban transportation, water supply and housing are some of the key areas. Other than a

huge plan outlay, private participation is also considerable. Special Economic Zone

development is also an area to look out for. Investments upwards of USD55 billion

planned. Plans are on to build or widen 14,162 kms and 105,000 of roads by the central

sector (NHAI) and state sector respectively. Opportunities in O&M of road projects also

substantial. Ø Industry Moving Towards Consolidation Construction industry is moving

towords a stage where the major players are well defined. The playes like L&T,Jaypee

etc are big companies undertake the major engineering and construction projects like

Dams, Tunnels, Power plants, Heavy construction etc.This creates the huge demand for

limited players. The prices of real estate in the urban india is very high, which will



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require companies to have more capital so as to acquire new lands and develop them. The

big players can survive and will be few in numbers with well defined teritories of

operation. The demand in metro cities is perfectly inelastic,with certain well defined

competition will create huge boom for the operating companies. The small or local

players who are in huge nos. are restricted to local geography only but it will not easy to

expand to other teritories. The industry is now moving towords consolidation. The

increase urbanisation will leads the local players also a great opportunity to serve the

huge demands of people. Ø 100 % FDI in construction industry through automatic route.

The Government has allowed 100 per cent foreign direct investment in the construction

industry through the automatic route. Conditions restricting FDI to a minimum area of

100 acres and 2,000 dwelling units are relaxed to 25 acres and 50,000 square meters for

construction development projects.

The decision ensured that FDI was "construction-centric" rather than ―landcentric" in the

past. Foreign investors could now come in any area but would have to construct at least

50,000 square meters within a timeframe so that they did not hold land for speculative

purpose. Ø Project Export The Indian construction industry has been very active in the

overseas markets, especially in the Gulf during the 1970s and 1980s when Indian

companies ventured there to meet the demand of construction activities generated by the

oil boom. Between 1975 and 1980, Indian companies handled construction work

amounting to nearly US $5 billion. But this trend did not last and by the late 1980s, the

volume of contracts secured fell sharply. In 1996-97, the value of project export was Rs.

338 crore (US$ 95.2 million), which increased to Rs. 1,500 crore (US$ 346.2 million) in

1999-2000.



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MAJOR ISSUES & IMPLICATIONS

The construction industry has registered annual growth of over 10% for past five years;

however this growth has come despite several issues relating to contracting quality

technology, manpower, regulations etc. Some corrective measures have been adopted to

address these problems and overruns in project execution have dropped from an average

of 167% in 2001 to 64% in 2005. Some key issues and possible remedies are discussed

below. Ø Contract Procedures The Present contract Procedures for procurement of

contractors are highly cumbersome and expensive for both the project owner as well as

contractors. The Key steps involved in contract procurement process are project detailing,

prequalification documents, invitation of bids, evaluation, and final award of work. The

above activities account for up to 16% of the project cost. Further adding supervising and

monitoring cost about 6% therefore total cost of 22% of asset created. There is need for

standard contract procedures and evaluation criteria must be place as model contract. The

Grading system for contractors, adaptation of technology in bidding process like Online

tenders etc. must be adapted. Ø Manpower Shortage The construction industry in India is

facing a huge shortage of manpower, especially those with skill-sets to sustain the

burgeoning growth in infrastructure and housing sectors. Although the construction

industry employs about 31 million people, second only to the agriculture sector, the

workforce requirement is about five million people per year over the next 7 years to

sustain the current 8 percent growth rate. With only 10 million workers available in the

country every year, the construction industry will face a heavy manpower challenge, as it

requires employing five million people per annum. There is also dearth of contractors due



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to fact that while the existing contracting agencies are overloaded, attempts are not being

made to form new ones. (See annexure V) There is need for institutional training for

construction workers. Infrastructure developers can pool resources and fund for training

institutions. CIDC has initiated multiple HR activities at all levels. State govt. should

come up with initiatives to impart training to workers. Contract conditions should carry a

certain percentage of trained workers must be employed. Ø Title Clearances Title

clearance in India is a complicated process in the absence of a central database of

properties. This could also add to the cost and delays in a project.

Procedural & Legal Vulnerability Development projects entail clearances and

permissions from various government departments. It is estimated that about 60

permissions are required for developing raw land and starting construction. These delays

are tedious and time consuming and vary from state to state (local laws). Hence adding to

overall complexities of the transaction and increasing the need for a local expertise in

each market. Ø Urban Land Monopoly Many cities have created development agencies

(like the DDA in Delhi) and handed over control of all urban land within the municipal

jurisdiction to them in the belief that they would act in the interests of the public.

However, such agencies tend to behave like the monopolies that they are. It is in the

interests of the monopolist to restrict the development and sale of new land and keep

prices high, so as to maximize its own returns. Introduction of a competitive construction

boom requires abolishing the monopoly of such agencies over urban land by completely

separating control of land from its development. Ø Debatable Tax Status under Section

80I (A) Section 80-IA of the Income-tax Act provides that where the gross total Income

of an assessee includes any profits and gains derived by an undertaking or an enterprise



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from any of the business referred to in sub-section (4) then a deduction equal to 100% of

the profits and gains derived from such business shall be allowed for ten consecutive

assessment years. Sub-section (4) covers the business of either developing or/and

maintaining or/and operating or any infrastructure facility. As the Income Tax deduction

to developers under this section was available for projects approved before 31st day of

March 2007 and the date was not extended in finance bill 2007, the concession available

under this section for projects sanctioned after 31st day of March 2007 has ceased.

Infrastructure Bottlenecks Infrastructure is still a cause of concern in majority of the

cities across the country as recent infrastructure developments have been slow and has

not kept in pace with the development. Inadequate power, absence of drinking water,

electricity failure, traffic congestion, pollution, has become a common feature of all mega

cities in India.



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COMPANY

PROFILE



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ABOUT ALSTONE SILICONES PVT.LTD.

Alstone International has pioneered the ACP products in India and also occupies the

unrivaled position of being an Industry Leader. Alstone international is the LARGEST

manufacturer of ACP in India and has the widest range of ACP in the Industry.It not has

a strong back of its dealer and distributors network but also has its nine sales

offices/wharehouses which are geographically located throughout India to ensure fastest

delivery in minimum possible time.

The manufacturing facilities are located in Deharadun, Uttranchal. The manufacturing

facility has three state of art Advanced production lines which is operated by talented

pool of professionals.The manufacturing capacity of the plants are more than 20 million

sq.ft. per annum.The growth of the company seemed to stem from the highly successful

strategy and vision, both individually and corporately. Alstone has adopted the most

stringent quality control norms and incorporated numerous procedures at every stage to

ensure zero defect products.

Alstone’s main aim has always been to satisfy all it's customers by providing highly

durable and customized products, pre & post sales services and continuous innovative

products. Choosing ALSTONE products therefore means taking the path of quality and

reliability and benefiting from the guarantee of high performance and extreme

functionality for life time.



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Team & Network

Alstone international the main branch is in - Noida

Branch offices all over india:- Alstone has 15 branches all

over India in 15 cities, those are :-

Delhi(Warehouse)

Pune

Bangalore

Hyderbad

Kolkata

Indore

Noida

Chennai

Kochi

Jaipur

Chattisgarh



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Jharkhand



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Products of Alstone International:-

ACP (Alluminium Composit Pannel)

Silicon Sealent



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What is ACP ??

Alstone is aluminium composite panel made out of two aluminium skins,

which are pre-coated and thermally bonded to each side of non-toxic

polyethylene core. Adhesion achieved by combination of chemical and

mechanical actions, thereby provides exceptional resistance to delamination.

Why it is useful??

Excellent colour uniformity

Hassel free maintenance

Superior flatness

High impact resistance

Lightness & rigidity

Reduces construction time in last stage



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Alstone Aluminum Composite Panel

Alstone is aluminium composite panel made out of two aluminium skins, which are pre-

coated and thermally bonded to each side of non-toxic polyethylene core. Adhesion

achieved by combination of chemical and mechanical actions, thereby provides

exceptional resistance to delamination.



Superior flatness






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Suggestion :

To ensure colour consistency, the total requirement for a project is advised to be placed

in one order. It is also recommended to install the panels in the same direction as marked

arrow on the protective peel-off-film to avoid possible reflection differences.

Custom colours are also available upon request for solid colours, metallic colours and

special finishes such as mirror, brush finishes etc. subject to the respective minimum

quality.



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Panel Dimension :

1220mm x 2440mm

Standard Size : 1220mm x 3050mm

1220mm x 3660mm

AI.Skin Thickness : 0.25mm & 0.5mm

Width : 1220mm

Length : Upon request

Thickness : 1.5mm to 6mm

Product Tolerance :

Width : ±2mm

Length : ±3mm (not allowed minus error)

Thickness : 4mm Thick — ±0.2mm

Squareness : Max ±2.0mm

Bow : Max 0.5%



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Varieties of Products :-

Classic

Platinum

Innovation

Evolution

Sealant

Partition

Ceiling



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Alstone is aluminium composite panel made out of two aluminium skins, which are pre-

coated and thermally bonded to each side of non-toxic polyethylene core. Adhesion

achieved by combination of chemical and mechanical actions, thereby provides

exceptional resistance to delamination.



Superior flatness




1.1.1 Suggestion :

placed in one order. It is also recommended to install the panels in the same direction as

marked arrow on the protective peel-off-film to avoid possible reflection differences.



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special finishes such as mirror, brush finishes etc. subject to the respective minimum

quality.

1.1.2 Panel Dimension :

1220mm x 2440mm


1220mm x 3660mm

AI. Skin Thickness : 0.25mm & 0.5mm

Width : 1220mm

Length : Upon request




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Platinum : Larger than life.

Features of Alstone Platinum

Reduced Dead Weight

Thermal resistanceSound Resistance

Superior flatness and versatility

Alstone Platinum is synonymous with exuding elegance and performance in style. Unlike any other

normal composite panel, Alstone Platinum has got its own charm and aura which create vibes of

passion when experienced.

Alstone Platinum is an anthology of exotic shades and is the only product in entire ACP community to

create huge demand within six months of its launch. With its superior wooden & granite shades,

Alstone Platinum is poised to take you far ahead of existing standards of luxurious lifestyle. Alstone has

always been a pioneer of innovation and Alstone Platinum is taking it a step ahead. Today, Alstone

Platinum is a preferred choice of leading architects and builders of India for their magnum-opus.

With its unique aesthetic value Alstone Platinum offers a combination of beauty and strength soaked in

dreams of connoisseurs.



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Innovation : Looks good lasts longer.

Gone are the days when ACPs were meant for exterior cladding only. Alstone Innovation

has added another dimension to ACPs with its interior based applications. With its

enchanting colors and superior finishes Alstone Innovation has taken the ACPs way

ahead of its weak competitors.

With various shades ranging from natural to Italian stone, Alstone Innovation brings you

an opportunity to dwell into the depth of enchantment. As a preferred material for

interiors and with its easy installation Alstone Innovation boosts your aspirations to turn

your dreams into reality.

Blended with splendid looks and superb flatness, Alstone Innovation proves to be an

ideal solution for the interiors of your beloved homes. It is especially crafted to create a

truly memorable experience for a lasting personal impression.

Important Features of ALSTONE Innovations

100 % Waterproof.Easy Installation.

Warranty of 15 years

Uniform thickness and flatness

100 % free from borer fungus and termite,Can be shaped the way you want.



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Evolution : Inspired by nature.

Exterior hitech product.

Supreme quality & wide range of product has made

Alstone the largest manufactuer of acp in india.

Alstone evolution is the another precious & latest

gem in Alstone family.

This product is inspired by natures untouched purity& beauty.

Panel Dimension :

1220mm x 1444mm


1220mm x 3660mm

AI. Skin Thickness : 0.25mm & 0.5mm

Width : 1220mm Length : Upon request


Product Tolerance :



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Width : ±2mm Length : ±3mm (not allowed minuserror)

Thickness : 4mm Thick —±0.2mm

Squareness : Max ±2.0mm

Bow : Max 0.5%



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Partition Panel :

The latest entry in the Alstone family is the Partition panel which has got a huge

demand in the market because of its extensive use in the office partition, wall

paneling and other various uses.

These panels are very light weight and durable in comparison to other substitute in

the market. It is available in the thickness of 4.5mm and in five different colours.



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Ceiling :

Alstone ceiling is recently being introduced in the market. The demand of

celing material is very high. Alstone ceiling is first ceiling which is

manufactured from Aluminum composite panel. It is available in sizes of

595x595 cms and thickness of 1.4mm,3mm.

Features of Alstone ceiling

100% water proof

No warping and bending

Maintenance free

No paint required

Easy to install



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Silicone Sealant :

From the house of Alstone : India's Larget manufacturer of

Aluminium Composite Panels.

The trusted house of Alstone now presents a revolutionary new product for

the first time manufactured in India : ALSTONE SILICONE SEALANT.

Silicone The Wonder Polymer of The 21st Century

Synthesised from Silicon, the second most abundant element on earth, silicone polymer is

a chemically inert compound with very high flexibility which helps it take many forms.

This makes it useful in a variety of medical, electronic, construction and mould-making

applications. Some special properties of the polymer are:



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Usage:-

Good electrical insulation making it ideal for use in electronic items

High thermal stability giving it the ability to withstand temperature

fluctuations in areas like automobile engines, gaskets etc.

Water repelling properties helping in the formation of watertight seals

An inert nature leading to xygen, ozone and UV light resistance making it

ideal for use in coatings, fire protection & automotive industry

Resistance to microbial growth

High chemical resistance.

Silicone Sealant: the Revolutionary Adhesive:-

Silicone sealant is a powerful new-age adhesive product. Made up

of silicone polymer, it has a unique property of remaining flexible

even after it has solidified or cured. This property makes it highly

suitable for sealing and adhesion of a wide range of products

which are constantly subject to high deformation forces.



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PRODUCT RANGE:-

GENERAL PURPOSE SILICONE SEALANT [GP300]

WEATHER SILICONE SEALANT [WS600]

STRUCTURAL SILICONE SEALANT [SS900]

http://www.alstoneindia.com/general-purpose-silicone-silealant.html

http://www.alstoneindia.com/weather-silicone-sealant.html

http://www.alstoneindia.com/structural-silicone-sealant.html

http://www.alstoneindia.com/structural-silicone-sealant.html

http://www.alstoneindia.com/weather-silicone-sealant.html

http://www.alstoneindia.com/general-purpose-silicone-silealant.html



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GENERAL PURPOSE SILICONE SEALANT [GP300]

Description

Alstone general purpose GP300 is a high grade, one component acetoxy silicone sealant.

It is a cost effective, high performance, fast cure and multipurpose silicone sealant.

Packaging Specification

Net contents: 285 ml (05 ml extra)

Quantity: 1 carton x 24 cartridges

Color

Clear, Black, White, Grey



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WEATHER SILICONE SEALANT [WS600]

Description

Alstone weatherproof WS600 is a single component high grade neutral cure silicone

sealant with high chemical stability.


Quantity: 1 carton x 24 cartridge

Color:-

Clear, Black, White



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STRUCTURAL-SILICONE-SEALANT [SS900]

Description

Alstone structural SS900 is a single component neutral cure, high-

modulus and high strength structure sealant design especially for

structural glazing. Packaging Specification:-


Quantity: 1 carton x 24 cartridge

Color:-

Black



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Literature andReview



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Marketing Mix

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

objectives in the target market.

McCarthy has popularized a four factor classification of marketing tools known as the

4P’s of the marketing mix. They are:

Product

Price

Place

Promotion

Product:

Product stands for the firm’s tangible offer to the market, including the product quality,

design, features, branding and packing. It deals with new product development, product

life cycle, product mix, product lines, branding and associated services to a product.

From the customer’s point of view, it helps in satisfying the customer’s needs and wants.

Price:

Price is the monetary value of the product. Price deals with selecting the pricing

objectives, setting the price, discounts, allowances, payment policies and credit terms. It



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is very important to the customers as it decides the cost the customer has to pay to gain

the product value.

Place:

This marketing tool stands for the various activities the company undertakes to make the

product accessible and available to the customer. It involves market size, channel

selection and management, storage and physical distribution with the ultimate purpose of

efficiently supplying the company’s offer to the target market. To the customer, this

marketing tool refers to convenience.

Promotion:

Promotion stands for various activities the company undertakes to communicate and

promote its products to the target market. It involves communication programs i.e. direct

marketing, advertising, sales promotions, public relations and motivation of sales force.

To the customer this tool provides knowledge and information.

The Promotion Mix of a company includes the following tools;

Advertising:

It is any paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor.



52

Direct Marketing:

It refers to the use of mail, telephone and other non-personal contact tools to

communicate with or solicit a response from specific customers and prospects.

Personal Selling:

Face to face interaction with one or more prospective purchasers for the purpose of

making a sale refers to personal selling.

Public Relations and Publicity:

It refers to the variety of programs designed to promote and or protect a company’s

image or its individual products.

Sales Promotions:

The short-term incentive to encourage trial or purchase of a product or service refers to

sales promotion. Whereas advertising offers a reason to buy; sales promotion offers an

incentive to buy. Since sales promotion directly push up the sales, increasing number of

companies are undertaking sales promotion activities.



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Sales Promotion

Sales promotion refers to the short-term incentives to encourage sales of a product or

service. It consists of a diverse collection of incentive tools, mostly short-term, designed

to stimulate quicker and greater purchase of products or services by consumers.



54

Purpose of Sales Promotion

Sales promotion tools vary in their specific objectives. They may be used to attract

new customers, to reward loyal customers and to increase the repurchase rates of

occasional users. Sales promotion usually targets brand switchers because non-users and

users of other brands do not always notice a promotion. Sales promotions are thus also

seen as a tool for breaking down loyalty to other products.

Sales promotions also let manufacturers adjust to short term changes in supply and

demand and differences in customer segments. They also let manufacturers to experiment

by varying prices. Sales promotions also lead to greater consumer awareness of prices.

To use sales promotion, a company must set objectives, select the right tools, develop the

best program and implement it and evaluate the results.



55

Marketing Research Process

Step – 1: Define the problem, the decision alternatives, and the research objectives

There are many brands available in market like Airtel, Vodafone, Tata, Reliance and Virgin.

So, if any of these mobile operators give new schemes in less price then customers easily get

attract from the scheme and switch over from our brand.

Step – 2: Develop the research Plan

The second stage of marketing research requires developing the most efficient plan for

gathering the required information. This involves decision on the data sources, research

approaches, research instruments, sampling plan and contact methods. So the research we

will select questioner method i.e. we will prepare questioner and do the research.

Market

Research

Process

1. Define the

problem, thedecision

alternatives, andthe research

objectives.

2. Develop the

Research plan

3. Collect the

Information

4. Analyze the

Information

5. Present the

Findings

6. Make the

Decision



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Sampling plan: After deciding on the research approach and instruments, the marketing

researcher must design sampling plan. These call for 3 decisions.

1. Sampling Unit: Who should we survey?

In Alstone the target consumer is the consumer of age between 15 to 60 years.

2. Sample Size: How many people should we survey?

In this step marketer decides from which area and number of sample they take for

research. For e.g. the researcher decides to take the sample of 200 respondents from the

society.

3. Sampling procedure: how should we choose the respondents?

After the researcher has decided the sample unit and sample size they should decide how

should be choose the respondents. There are two sampling procedure.

Probability sample: it means he gives equal chance to all the respondents.

Non probability sample: it means unequal chance to the respondent.

And for the researcher non probability sample is easy to reach to the respondents for his

research process. Research will choose non probability sample and in this process he will

choose convenient sample i.e. the researcher select the most assessable population

members.

Step – 3: Collect the information

The data collection phase of marketing research is the most expensive and the most

prostrate to error. Today is the era of computer technology and so the researcher will use



57

computer technologies i.e. new researcher software, internet etc. and face to face methods

for fill up the questionnaire and gather the information.

Step – 4: Analyze the information

The next step in the process is to extract findings by analyzing the information and

developing frequency distribution. The researchers now compute averages and measures

of dispersion for the major variables and apply statistical techniques and decision models

in the hope of discovering additional findings.

Step – 5: Present the findings

As the last step, the researcher presents findings relevant to the major marketing

decisions facing management. Researchers increasingly are being asked to play a

consulting role in translating data and information into recommendations. They are also

considering ways to present research findings in as understandable and compelling a

fashion as possible.

Step – 6: Make the decision

The study conducted is a conclusive descriptive statistical study; the researcher comes to

the decision which is precise and rational. The study is conclusive because after doing the

study the researcher comes to a conclusion regarding the position of the brand in the

minds of respondents of different firms groups. The study is statistical because

throughout the study all the similar samples are selected and group together. All the

similar responses are taken together as one and their percentages are calculated.

Thus, this conclusive descriptive statistical study is the best study for this purpose as it

provides the necessary information which is utilize to arrive at a concrete decision



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Forecasting and Estimating Demand

One main reason for undertaking marketing research is to identify market opportunities

for our product. Once the research is completed, company must forecast size, growth and

profit for market opportunities.

1. Measure of Market Demand:

Potential Market:

Potential market is the set of consumers who acknowledge a sufficient level of interest in

a market. So many people use mobile phones and have interest in purchase of new

simcard for new mobile phones as well as old mobile phones for experience a new

services and schemes. So the potential market of Alstone is large.

Available Market:

Available market is the set of consumers who have interest, income, and access to

particular offer.

Qualified Available Market:

Qualified available market is the set of consumer who have interest, income, access and

qualification for the particular product..

Target Market:

Target market is the set of qualified available market the company decides to pursue.



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Penetrated Market:

Penetrated market is set of consumers who are buying the company’s product.

2. Estimating Current Demand:

Researcher is now ready to examine some of methods for estimating current market

demand. Marketing executives want to estimate total market potential, area market

potential and total industry sales and market share.

Total Market Potential:

Total Market Potential is the maximum amount of sales that might be available to all the

firms in an industry during a given period, under a given level of industry marketing

effort and environment conditions.

Area Market Potential:

Companies face the problem of selecting the best territories and allocating their

marketing budget optimally among these territories. Therefore, they need to estimate the

market potential of different districts, towns, cities, states, and nations. Two major

methods of assessing area market potential are available: the market builds up method,

which is used primarily by business marketers, and the multiple-factor index method,

which is used primarily by consumer marketers.

The marketer has decided to use Market-Buildup Method as this method gives accurate

result.



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Consumer Buying Behavior Factor

Affecting To Product

Consumer behavior is the study of how individuals, groups, and organization select, buy,

use and dispose of goods, services, ideas or experience to satisfy their needs and wants.

A consumer’s buying behavior is affected by cultural and social factors.

Social Factors:

Social factors such as reference groups, family, and social roles and statuses affect

consumer buying behavior.

Reference group: The reference group is that who connected or daily communicate with

each other like family, friends, neighborhood, relatives etc.

Family: The family is the most important consumer buying organization in society, and

family members constitute the most influential primary reference group.



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Develop Product Life Cycle

Introduction: In the initial stage Alstone was introduced in all the major cities of India.

There were many competitors in the hardware business, which provided products

whereas Alstone provided the quality products to the customers. So profits are

nonexistent because of the heavy expenses on giving schemes of service introduction.



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Distribution Strategy

There are three types of distribution strategies.

1. Exclusive distribution

2. Selective distribution

3. Intensive distribution

Exclusive Distribution: Exclusive distribution means severely limiting the number of

intermediaries. It is appropriate when the producer wants to maintain control over the

service level & outputs offered by the resellers & it often includes exclusive dealings

arrangement by granting exclusive distribution, the producer hope to obtain more

dedicated & knowledgeable.

Selective Distribution: Selective distribution relies on more than a few but less than all

of the intermediaries willing to carry a particular product. It makes sense for established

companies seeking distributors.



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Intensive Distribution: In intensive distribution the manufacturer places the goods or

services in as many outlets as possible. This strategy is used for items such as snack

foods, soft drinks, newspapers, candies etc.

manufacturer

Wholesaler

Retailer

Consumer



64

Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target

market. For consumer promotions, objectives include encouraging purchasing of larger

sized units, building trial among non-users and attracting switchers away from the

competitor’s brands. For trade promotions, objectives may include; including retailers to

carry new items and higher level of inventory, encouraging off-seasonal buying, of-

setting competitive promotions, building brand loyalty of retailers and gaining entry into

new retail outlets. The sales force promotions help in encouraging support of a new

product or model, encouraging more prospecting and stimulating off-seasonal sales. But

most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the

main promotional tools are as follows;



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Consumer Promotion Tools

The main consumer promotion tools are as follows;

Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they will buy

the product. Samples may be free or discounted.

Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified

product. Coupons can be mailed, placed in advertisements or included with other

products.

Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part of the

purchase price of a product to its customers who send a proof of purchase to the



66

manufacturer. These are like coupons except that the price reduction occurs after

the purchase and not at the point of sale.

Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing

prices that are marked by the producer directly on the package.

Premiums:

These are the goods offered either free or at a low cost as an incentive to

buy a product. Premiums may be in-pack or on-pack (outside the pack).

Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or

through extra efforts. Contests of talent and sweepstakes or draws the most popular

prize offering promotions.



67

Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons,

refunds or contests to increase their pulling powers.

Cross Promotions:

Cross promotions involve using one brand to advertise non-competing brand.

Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to

consumers.

Patronage Rewards:

They are cash or other awards for the regular use of company’s products or services.

They are values (in cash otherwise) that are proportional to one’s patronage of a

certain vendor or a group of vendors. They aim at building brand loyalty.

PoP Promotions:



68

Point of purchase (PoP) includes displays and demonstrations that take place at the

point of purchase or sale.



69

Trade Promotion Tools

More money is spent by companies on trade promotion (58%) than on consumer

promotions (42%). The major trade promotion tools are as follows;

Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list

price on a particular quantity purchased during a stated time.

Allowances:

They are the amount offered in return for an agreement by the retailer to feature the

manufacturer’s products in some way; displays, advertising or otherwise.

Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific

amount of a product.

Companies also offer push money and specialty advertising items to the middlemen.



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Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The

major business promotion tools are as follows;

Trade Shows and Conventions.

Sales Contests.

Clearly, sales promotions play an important role in the total promotion mix. To use it

well, the marketer must define the sales promotion objectives, select the best tools, design

the sales promotion program, pretest and implement the program and evaluate its results.



71

SWOT ANALYSIS



72

SWOT Analysis of Alstone International

SWOT Analysis is a strategic planning method used to evaluate the

Strengths, Weaknesses, Opportunities, and Threats involved in a project

or in a business venture.

S.W.O.T is commonly classified into External and Internal Factors. For

the External factors, it consists of the Opportunities and Threats, whereas

the Internal Factors are Strengths and Weaknesses.

Let us evaluate the internal & external factors of Timesjob.com:

Strengths:

Huge market potential – one of the fastest growing market with

innovative product like SILICONE SEALANT.

Shorter turnaround time in terms of contact & response

Huge supply chain & clients

Offices all across 15 cities in India.



73

Weaknesses:

Foreign competiotors mainly for ACP( Various Chinese companies)

& for silicone sealant (various German Companies)

Low cost Chinese product availability.

Opportunities:

Lots of foreign investment is taking pace in India

Products are innovative and production unit is in india as comparios

to foregn competitors it’s a preference.

Growing regional demand

Increasing number of BPO’s

Threats:

Growing competition .

Local low quality chip products.



74

RESEARCH

METHODOLOGY



75

INTRODUCTION

In this chapter, attention will be focused on the collection and treatment of

necessary data for conducting the study. Information will be gathered from primary and

secondary sources of data using valid and reliable data collection instrument based on our

research questions.

RESEARCH DESIGN

An explanatory research design will be adopted for this study and the aim is to

show the existing relationship between the variables. This will ensure an effective

gathering and analysis of data

POPULATION STUDY

The target population is the Nigeria Port Authority employees. The total

population of the employees is about 600 in the entire complex and the research shall be

limited to certain number among this lot.

SAMPLE SIZE

This is a subset of a population selected to meet specific objectives. An important

guiding principle in selecting a sample is that it must as far as possible have the essential

characteristics of the target population. For the purpose of this research and easy

collection, stratified sample technique, where the population is divided into distinct strata

is used, the sample size was 50 persons comparising of male and female, junior and

senior members of staff representing 5.5% of the total workforce

DATA COLLECTION INSTRUMENT



76

For the collection of primary data questionnaire was administered five (5) scale

like questions was used in the questionnaire having a range from Strongly Agree –

Strongly Disagree and three sections based on the independent variables; Training and

development and dependent variables; labour productivity.

DATA ANALYSIS

For ease of comprehension, the data collected was analyzed manually with the use

of percentages, and frequency table. The responses gotten from the questionnaire, which

was designed according to the research questions, formed the basis for data analysis.

PRESENTATION AND ANALYSIS OF DATA

In this chapter, the responses are classified accordingly to sex, marital status,

educational level, job experience, age of respondent. Attempt is also made on the analysis

of data gathering through the use of research instruments relevant to the research study

The responses provided through the research questions and other relevant data is also

analysed with the use of tables and other statistical techniques.

DEMOGRAPHIC DATA ANALYSIS

As indicated in the previous chapter, a total of 40 questionnaires were distributed

and all of them were received, this number represents 5.7% of the total workforce of the

organization. 8 of the respondents were females representing 20% of the sample size

while the remaining 32 of the respondent were males representing 80% of the whole lot.



77

Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire method.

The questionnaire has been designed with both open ended and closed ended questions.

Apart from this, the research instrument consists of primary and secondary data collected

for the study.

Primary Data:

Here first hand information is obtained by distributing printed questionnaire to the

marketing executives of the company. Data was also obtained from the observation and

interview technique adopted by the researcher. Moreover, information was disseminated

by the departmental heads.

Secondary Data:

Here the information is obtained from the brochure of Ferror Dek, books, websites,

newsletter, journals, magazines, newspapers, etc.



78

SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter

Observation Journals

Interviews Magazines

Visits to other Newspapers

Companies Information Books

Through Departmental heads Websites



79

OBJECTIVE OF

THE STUDY



80

OBJECTIVE OF THE STUDY

1) To understand the hardware market of delhi

2) To create awareness of Alstone products

3) To Study Marketing and Promotional strategy of company



81

DATA ANALYSIS

Full awareness 50

Partial awareness 30

Unawareness 20

INTERPRETATION

This chart shows that most of the customers are aware of products from alstone

0100

Full awareness

50%

Partial awareness

30%

Unawareness

20%

AWARENESS



82

4) Which competitive brand was more accepted in the market:

5)

Dow corning 30

Alco bond 20

Chinese brand 50

Hence chine’s products are more acceptable because of low

price

Dow corning

30%

Alco bond

20%

Chinese brand

50%

AWARENESS



83

6) Where the dealers in the NCR area selling branded sealants

or Chinese more:

Branded 60

Chinese brand 40

Hence branded products still are on top even after high prices

branded

60%

Chinese brand

40%

sell



84

7) Was the delivery of the product to the customers in time:

yes 80

no 20

Products are delivered to reseller on time

yes

80%

no

20%

delivery



85

8) The prices that were served in the market was satisfactory in

comparison to the competitors:

yes 60

no 40

Hence only 60 % ok with present prices

yes

60%

no

40%

prices



86

9) Is there are quality difference in alstone products and other

brands

Great difference 70

No difference 30

Hence most of the resellers accept that alstone quality far

better then others

great difference

70%

no

30%

prices



87

10) In which part of the product of the alstone improvement

is required

Price 60

Quality 10

Design 10

Availability 20

Price

60%Quality

10%

Design

10%

Availability

20%

improvement



88

RECOMMANDDATION

AND SUGGESTION



89

RECOMMANDDATION AND SUGGESTION

Alstone International is a job portal and has a very strong presence in India and is rapidly

growing in outside India also. After working on this project I felt that there are some

small areas where the company should give some focus to improve the market base.

The most important thing is the awareness among the hardware business man about the

quality of the product.

Providing excellent after Sale Service is important. This will increase the word to mouth

marketing of the company.

Company should follow up each & every company who is looking for price quotations.

In survey I came across around 80% of the customer in NCR who heard about the

company.

Around 15% of the companies just know about the existing product but not in proper

details.

Around 5% of the companies don’t know about Alstone International.



90

ANNEXURE



91

Questionnaire for the company to know their

brand awareness

Response of the dealers towards the products of Alstone Pvt. Ltd .

Full awareness

Partial awareness

Unawareness

Which competitive brand was more accepted in the market:

Dow corning

Alco bond

Chinese brand

Where the dealers in the NCR area selling branded sealants or Chinese more:

Branded Sealants



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Chinese Sealants

Was the delivery of the product to the customers in time:

Yes

No

The prices that were served in the market was satisfactory in comparison to the

competitors:

Yes

No

Is there are quality difference in alstone products and other brands

Great difference

No difference

In which part of the product of the alstone improvement is required



93

Price

Quality

Design

Availability

Name :-________________________ Age:- ____

Address:- ______________________________________

______________________________________

Mobile no. :- _________________



94

BIBLIOGRAPHY



BIBLIOGRAPHY

1. Donald R Cooper, Business Research methods (9th edition), Tata Mc Graw Hill.

2. Naresh K Malhotra(2007), Marketing Research (5th edition), Prentice Hall.

3. C.R.Kothari(2004), Research Methodology Methods & Techniques, New Age

International Publisher.

4.

Phillip Kotler, Marketing Management (12th Edition) , Prentice Hall.

Documents

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