Gnaesh Vaidhya

7/31/2019 Gnaesh Vaidhya

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A

PROJECT REPORT ON

TO STUDY ON BRAND POSITIONING OF PRODUCT

AT

NILKAMAL PVT. LTD. TIRANGA SALES

AURANGABAD

SUBMITED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITED BY

MR.GANESH S. VAIDYA

UNDER THE GUIDENCE OF

PROF.ASHISH MOHTURE

Dnynvardhiny Shikshan Sansthas

GLOBAL INSTITUTE OF MANAGEMENT,

VELHALE, SANGAMNER.

(2010-2012)


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CERTIFICATE

This is to certify that Mr.Ganesh Shantaram Vaidya is bonafied student of GIM,

Sangamner. Studying in Master of Business Administration Course. The candidate has

satisfactorily prepared the project report on

TO STUDY ON BRAND POSITIONING OF PRODUCT IN NILKAMAL PVT. LTD ATTIRANGA SALES I N AURANGABAD

This project is the result of candidates own work and satisfactory enough to warrant his

Presentation for Master of Business Administration (first year) Examination.

This project report has not been previously submitted by candidate for the degree of other

University.

Project Guide

ASHISH MOHTURE

DATE:-

PLACE: - SANGAMNER


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DECLARATION

I hereby Declare that the project report entitled of my own outcome of my own efforts

under the guidance of Prof. A. Mohture and it is submitted to the GIM in the Partial fulfillment

of master of business Administration (First year) Examination 2010-11

I also declare that this project report has not submitted by me to any other University.

Mr. Ganesh S. Vaidya.

DATE:- .

PLACE: - SANGAMNER


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ACKNOWLEDGEMENT

I would like to take this opportunity to express my sincere thanks and gratitude to

faculty members who helped me complete this project. I also thank Institute of

Management staff for its timely support in all matters of my project. The faculty

members spared their time whenever I was in need of advises and suggestions. Their

support helped me in gaining professional knowledge. Without their support it could not

have become possible for me to finish my project in time.

I would also like to acknowledge my sincere gratitude to University of Pune for

providing me an opportunity to undertake this project as a subject for MBA.At this moment I feel the need to express hearty gratitude to my respected

Director Dr. B. B. Jadhav, H.O.D. Prof. Yogesh Gosavi and Mr. Mane sir, Sales Manager

Tiranga sales Aurangabad and all the staff for their valuable co-operation and timely

guidance which enabled the completion of my project well in time. Also I am thankful to

our Placement Co-ordinator Prof. Deshpande Dhananjay to support us at every time in

the fulfillment of this project. I also thankful to my family and friend who help me and

guided me as needed.

I thank my Project guide Prof. Ashish Mohture for -coordinating the project work

& giving me the guidance. This project would not have been possible without his help.

Last but not least, I am thankful to all those who directly or indirectly helped me in

completing the project successfully.

DATE :.

PLACE.: AURANGABAD. GANESH S. VAIDYA.


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INDEX

No Contents Page No Remark

1Executive Summery

2 Introduction

3Objective

4

Industry Profile

5Company Profile

6Product profile

7Research Methodology

8Conceptual Background

9Data Analysis & Interpretation

10 Findings

11Limitation

12Suggestion / Recommendation

13Conclusion

14Bibliography

15

Annexure

16List of Abbreviations ( If Any)


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EXECUTIVE SUMMARY

The Nilkamal Pvt Ltd. Then TIRANGA Sales it is district distributor Agency of Aurangabad .who has provide the Nilkamal furniture of all Aurangabad district.

The Nilkamal is molded plastics industry is one of the fastest growing industries.

Products of this industry offer economy in usage are durable and have strong aesthetic appeal.

Availability and price trends of raw materials like high-density polyethylene and polypropylene

influence the profitability of players in this industry. Middle and low-income segments are the

major consumers of the molded plastic furniture.

In the Aurangabad ,Vaijapur Area where I have done this survey unfortunately the end

user (the industry) at time is totally oblivious of the multitude material handling solutions

available with the Nilkamal. If the end user s type of operations are known and if his buying

patterns are known, then Nilkamal could get back to the customer, anticipate his purchase and

offer him a correct solution. Thanks to the range of products that the company possesses which is

unmatched to the range of products of its competitors. A part of this research also intended to

create some awareness and sense the maturity of the market vis--vis acceptance of Nilkamal

new products into the market.

Plastics Tools, Table, Chair Crates & Bins has potential to become great convenience

driver for our country. Cheap, Durable and Stackable, this innovation brings with the promise of

low cost comfort city on mass scale. Nilkamal was the first to introduce it and has strived to push

it to the new limits continuously innovating on design and variety. Nilkamal offer for 65

different items in multitude of colors. Nilkamal has a large range of products across its products

categories and has established an industry reputation of being first in the market place with new

design and convenience based products The Question regarding Manufactured Items and Process

involved was basically asked to know what is being manufactured and material handling plastic

could have any application in the concerned industry.

Keywords:- 1] Product Quality 2] Service Quality & 3] Customer Satisfication.


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INTRODUCTION

In many companies, the number one marketing priority is to create customers.

Management consultant peter Drucker explained many decades ago, whet his effort succeeds,

the company is rewarded by making sales.

According To drucker, building customer relationship a series of interactions

between customer and a company over time Will produce more sales and profits than will

focusing on sales transactions alone .this is why more companies are placing greater

emphasis on retaining customer .

Definition

The specific niche in which the brand defines itself as occupying in the competitive

environment. Positioning addresses differentiating brand attributes, user benefits and target

segment s, singly or in combination.

Understanding how brand are built and managed requiriredins an understanding of how

relationship-building communications are created and managed. This chapter explains what abrand is, described how brands are created, and looks at the characteristics of brand-customer

relationships

This brand are built on an underlying singular idea that drives each org anization s

communications and behavior across all channel, from inside out .this enables all brand

communication to be consistent .the new interactive media create new kinds of brand

identity challenges and experiences that must be taken into consideration such as how

companies respond to customer initiated contacts.

Nilkamal brand building process begins with research that uncovers, interprets and

expresses a company s unique qualities and hidden values . This information comes from in

depth interviews with the company s employees and from a close analysis of the

company s evolution and strategic development s. the objective of this analysis is to

harvest and articulate, inspirational, and transformational idea for the brand a promise the
http://en.mimi.hu/marketingweb/niche.htmlhttp://en.mimi.hu/marketingweb/niche.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/positioning.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/attributes.htmlhttp://en.mimi.hu/marketingweb/user.htmlhttp://en.mimi.hu/marketingweb/benefit.htmlhttp://en.mimi.hu/marketingweb/target.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/target.htmlhttp://en.mimi.hu/marketingweb/benefit.htmlhttp://en.mimi.hu/marketingweb/user.htmlhttp://en.mimi.hu/marketingweb/attributes.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/positioning.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/niche.html


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company can rally behind and deliver upon. Another service offered by Nilkamal is

showing clients how to integrate the brand promise into every point of contact with key

internal &external stakeholder.

We have the responsibility to fulfill the unique promise our brand for everyone

encountering it. Individually and collectively, we need to ensure that we remain the firm

where vision gets built. One of Nilkamal clients, tom s Maine originally built its brand

selling natural toothpaste. It then found it needed to expand its brand and poisoning to include

more products if the company .this was to continue to grow. Nilkamal helped toms of Maine

reposition itself as a natural care company.

This accomplished with redesigned logo and packaging system that maintained the brand sroots, while at the same time opening the door to new business opportunity that leverage the

core brand values that toms of Maine had built over the year.

This was a 10-yeare effort in which Nilkamal helped transform not only caterpillars

brand positing and identity but also its corporate culture.

An internal marketing campaign used the corporate magazine and a flagship brochure to bring

this message to employees. Employees and dealer/customer materials were developed to carry

this message, and it was also included in the company s annual reports and corporate videos

.brand training programs included in the corporate Voice book,wich was given to al l

communication managers. A customized training program with supplemental course book

and interactive training game was designed to make sure that the new philosophy was

widely understood and adopted and by Employees. The same message was then taken

public through TV commercials to reach customers and reach customer and prospects

Brand Positioning describes the brand s perceived attributes in relation to competing

products.

Brand: A customer s expectation from a name Positioning: A place in the mind of your prospect

When a new brand appears in the market, the consumer gets acquainted with it and starts

collecting information about it. On the basis of this information the consumer creates an

opinion of the brand and establishes a brand image. For a stable market position of a brand,


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If a brand is familiar to the consumer it does not mean that it is also a possible alternative

for the consumer's choices. To some (recognized) brands the consumer may have a negative

reaction and therefore have no intention of using them. The consumer is also familiar with

neutral brands, which are unimportant to him, or about which he does not have the sufficient

information to consider purchasing them.


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OBJECTIVE OF THE PROJECT

PRIMARY OBJECTIVE

To Understand the Brand positioning of Product To find out market requirement of the Furniture.

SECONDARY OBJECTIVE

To. Build customers confidence through quality and reliable service. To know the preferences of the customer.

.


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consumption is ` 2, 123 corer and it is growing at the rate of 15% per year. It cost around ` 50 perkg in 1999. HDPE is used in the manufacturing of raffia, blow molding, injection molding, andin the paper industry as well. The companies involved in the production of HDPE are NOCIL,RIL, and IPCL.

Polymers form an important constituent of the Indian petrochemical industry. So effortsmust be taken by the industry and the government of India, so that the production and quality of polymers remain top class.


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COMPANY PROFILE

NILKAMAL NLKAMAL GROUP -A 400 corers millions rupee business conglomeration and a

pioneer in manufacturing materials handling plastic crate & mounded furniture-thrives on

perpetual commitment to customer satisfaction through delivering benchmarking product and

services. The group is in the business of its core competence over the past three decades and now

spreading its wings globally including plants at Nepal, Bangladesh and shri-lanka, marketing

office in Dubai and dealers in north Germany and dealer in Germany, England and Dubai

NILKAMAL GROUP was established in the year 1981 by

brother shri.vaman v.parekh & shri sharad v.parekh. The group

comprise of.

NILKAMAL CRATES AND BINS PVT LTD.


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NILKAMAL ESWARAM PLASTICS (PVT) LTD. NILKAMAL BITO STORAG SYETEM PVT.LTD

ALCOA CSL NEPAL NILAKAMAL PADMA PLASTIS HOMESOLUTION MR.VAMAN V

PAREKH, 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

THE COMPANY ENJOYS THE ADVANTAGE OFMULTILOCATION PLANTS AS FOLLOWS

LOCATIONCOMENCEMENT OF PRODUCTION

Vasona(West) 2000-01

Noida(North) 1997-98

Pondicherry(South) 1998-99

Barjora(East) 2000-01

Sinnar(West) 2004-05

The company is listed on the National Stock Exchange (NSE) the Stock Exchange Mumbai.

Company History

Year 1934

Shri VRAJLAL PAREKH starts manufacturing metal buttons in a one machine factory shed

measuring 2000 sq. ft

Year 1950

VRAJLAL PAREKH'S COMPANY buys Windsor machines to start plastics processing- calls

company "National Plastics"


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Year 1956

First Plastic cut glass modeled on a popular tea glass is made. Become instant success.

Year 1964

National Plastics full fledged into household items

Year 1970

National Plastics starts a factory at POWAI (Mumbai) to boost manufacture of household items.

Year 1981

Nilkamal Plastics is an independent venture run by brothers Mr. Vaman & SharadParekh.

Year 1984

Nilkamal starts the manufacture of crates.

Year 1990

Nilkamal starts the manufacture of molded furniture.

Year 1991

Nilkamal starts a plant in Western part of India at SINNAR (Maharashtra)

Nilkamal Goes Public.

Year 1994

Nilkamal becomes official supplier of crates to Coca-Cola & Peps

Year 1997

Marks the opening of Nilkamal s several plants.

North India- NOIDA (Uttar Pradesh)

South India- PONDICHERRY (Union TerritoryWest India- KHARADAPADA- Silvassa

(Union Territory of D. & .N.H)


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1999

Nilkamal launches one more plant in West India-VASONA -Silvassa (Union Territory of D. &

N.H)

Year 2000

Nilkamal starts plant in BARJORA- Eastern part of India (West Bengal.)

Year 2001Nilkamal achieves IS0 9001:2000 Certification by TUV-Germany.


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Year 2002Nilkamal launches its plant & a joint venture subsidiary company in

BANGLADESH - "Nilkamal Padma Plastics Pvt. Ltd."


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Year 2005

Nilkamal inaugurates @home - The complete home solutions store with contemporary

readymade knockdown wooden furniture and home accents.


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VISION AND MISION

Nilkamal mission is to provide value through convenience to its customers. We aim at attaining

a firm grip on the market through value initiative directed towards our stakeholders. Since

inception, Nilkamal has traveled in only one direction: upwards. This has been no looking back

and the company has preserved to attain market leader ship in this industry. In the first year of

production itself, the company witnessed a profit of more than Rs 5 Crores.The compounded

growth has been 30% annually and today the annual profits have reached Rs.18 Cores & 31

Lakhs approximately. Through over years we have proven this fact record.

Originally incorporated as Creamer Plastics Pvt Ltd. The name of the company was

changed to NILKAMAL PLASTICS in August 1990. It initially came out with a public issue

shares at par in Feb 1991 and subsequently made a right issue in FY 94 to expand its capacity.

The promoter of Nilkamal Plastics Parikh Family old majority stakes of 54% in the company

while the public hold the balance. The company s manufacturing activity is currently undertaken

through five plants. Two units are located at Silvassa in Gujarat while one plant is located at

Sinner in Maharashtra, Pondicherry in Tamil Nadu and Noida in UP. It has recently set up new

manufacturing unit at Barjora in west Bengal and Vasona in Gujarat to cater the increasing

demand for its products. The company is set up a Joint Venture in SrilLanka called Nilkamal

Eswaran with the installed capacity of the unit 4000 tons subsequently. The company further

expanding the capacity of the unit 6000 ----tons. This company recently established a wholly

owned subsidiary Nilkamal Eswaran Marketing Pvt Ltd. That will focus on marketing activity.


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PRODUCT PROFILE

Furniture Division

- Injection Moulded Crates


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ROTO MOLDED CRATES

Corrugatedcorogated PP Crates


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Insulated Crates (Icebox/Shipper)

"THE ULTIMATE CHOICE FOR PRESERVATION OF HOT & COLD FOOD STUFF

Waste Management System Bins


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Research Methodology

Research is a common parlance refers to a search for knowledge. One can also define

research as a scientific and systematic search for pertinent information on a specific topic.

Research is an academic activity and as such the term should be used in a technical sense.

According to Clifford woody research comprises defining and redefining problems, formulating

hypothesis or suggested solutions; collecting. Organizing and evaluating data; and last carefully

testing the conclusions to determine whether they fit the formulating hypothesis. Research

methodology is a way to systematically solve the research problem. It may be he understood as a

science of studying how research is done scientifically. In it we study the various steps that are

generally adopted by a researcher in studying his research problem along with the logic behind

them.

The scope of research methodology is wider than that of research methods. Thus when

we talk of research methodology we not only talk of the research methods but also consider the

logic behind the methods we used in the context of our research study and explain why we are

using a particular method and why we are not using other so that research results are capable of

being evaluate either by the researcher himself or by others.Research Design:

The formidable problem that follows the task of defining the research problem is the

preparation of the design of the research project, popularly known as the research design. A

research design is the arrangement of condition for collection and analysis of data in a manner

that aims to combine relevance to the research purpose with economy in procedure.

Research design is needed become it facilitates the smooth sailing of the various

research operations, thereby making research as efficient as possible yielding maximum

information with minimal expenditure of effort, time and money. Preparation of the research

design should be done with great care as any error in it may upset the entire project. A good

design is often characterized by adjectives like flexible, appropriate, efficient, and economical.


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1. PRIMARY DATA:

The methods of collecting primary data are as follows,

A: Survey

B: Questionnaires

2. SECONDARY DATA:

The data once collected by one person become the secondary data if used by another

person. Sources Of secondary data: The various sources of secondary data are as follows:

1. Bibliographies.

2.

Newspaper.3. Websites

4. Magazines

The secondary data like information of existing customers, information about company s profile

product line and sales figure has been taken from my guide.

Research Instrument:

Questionnaire was used as it helped to cover all the target areas. Also collecting the datathrough questionnaire was very time saving and cost factor was also reduced. The questionnaire

consisted of both open ended and close ended questions.

Methods of Data Collection:

Data was collected through questionnaire. Question was both types open ended and close

ended. The terms questionnaire refer to a self-administered process whereby the respondent

himself read questions and records his answers without the assistance of an interviewer.

Questionnaire is more structured and standardized for getting the relevant information. In

questionnaire there is choice of Respondent to apply his own judgment and answer the questions

as they think right.


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Analytical tools used for Analyzing Data:

Data was analyzed with the help of Tables, Pie Charts, Graphs, Bar Chart, etc. Theparameter on which the analysis performed were Quality, Price, Technology, Features, Pre sales

services, After Sales Services and others services provided by the company.


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RESEARCH METHODOLOGY USED IN THE

RESEARCH

Data source : Questionnaire & interview

Research Approach : Survey Method (Direct Method)

Research Instrument : Questionnaire

Sampling Plan :-

Sampling Area : Aurangabad( Vaijapur)

Sample unit- : Customer of Nilkamal furniture Sample Size : Customer(100)

Procedure : Simple random

Contact Method : Questionnaire method & interview

Method


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The Research Process :

DefineResearchProblem

Review Conceptsand Theories

Review previousresearch finding

Formulate Hypothesis

Design Research(Including Sample Design)

Collect data (Execution)

Analyze data(Test Hypothesis if any)

Interpret and Report

FF

F

F

FF F


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THE STEPS IN A SURVEY PROJECT

1) Establish the goals of the project what you want to learn

2) Determine your sample whom you will interview

3) Choose interviewing methodology how you will interview.

4) Create your questionnaire what you will ask

5) Pre test the questionnaire if practical test the questions

6) Conduct interviews and enter data Ask the questions

Analyze the data Produce the repots

SAMPLING:

Sampling may defined as the selection of the some part of an aggregate or totality on the

basis of which a judgment or inference about the aggregate or totality is made. In other words, it

is the process of obtaining information about an entire population by examining only a part of it.

In most of the research work and surveys, it if usual approach happens to be to make

generalization or to draw inference based on samples about the parameters of population form

which the sample data will enable him to estimate the population parameter. The items so

selected constitute what is technically called a sample, there selection process is called a sample

design and the survey conducted on the bases of sample is described as sample survey.

Sampling can save time and money. Sampling may enable more accurate measurement

for a sample study generally conducted by trained and experienced investigators. Sampling

remains the only choice when a test involves the destruction of the items under study.

The need of the training arises to match the employee s specification with that the job

requirements and organization needs. Identification of the training need for employees is also

very important. The research work done in this project by collecting unary and secondary data

and analyzing it the conclusion is drawn.

The primary data mainly consider here is the data collected from the discussion and

interviews. The questionnaire was filled through them. The type of questionnaire is given at the


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end of the project. The secondary data collected from the personnel records and studding the

brief study about the training policies.

Primary data source: Survey, Questionnaires

Sample size:100

Sampling Technique: Survey sampling Method

Research study and explain why we are using a particular method and why we are not

using other so that research results are capable of being evaluated either by the researcher

himself or by others. Sample size of project specific that sampling Technique chooses by me

Survey sampling method.


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CONCEPTUAL BACKGROUND

In many companies, the number one marketing priority is to create customers.

Management consultant peter Drunker explained many decades ago, whet his effort succeeds,

the company is rewarded by making sales. According

To drunker, building customer relationship a series of interactions between customer and a

company over time Will produce more sales and profits than will focusing on sales

transactions alone .this is why more companies are placing greater emphasis on retaining

customer .

Definition

The specific niche in which the brand defines itself as occupying in the competitive

environment. Positioning addresses differentiating brand attributes, user benefits and target

segment s, singly or in combination.

Understanding how brand are built and managed requirement an understanding of how

relationship-building communications are created and managed. This chapter explains what abrand is, described how brands are created, and looks at the characteristics of brand-customer

relationships

This brand are built on an underlying singular idea that drives each organization s

communications and behavior across all channel, from inside out .this enables all brand

communication to be consistent .the new interactive media create new kinds of brand

identity challenges and experiences that must be taken into consideration such as how

companies respond to customer initiated contacts.

Nilkamal brand building process begins with research that uncovers, interprets and

expresses a company s unique qualities and hidden values . This information comes from in

depth interviews with the c ompany s employees and from a close analysis of the

company s evolution and strategic development s. the objective of this analysis is to

harvest and articulate, inspirational, and transformational idea for the brand a promise the
http://en.mimi.hu/marketingweb/niche.htmlhttp://en.mimi.hu/marketingweb/niche.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/positioning.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/attributes.htmlhttp://en.mimi.hu/marketingweb/user.htmlhttp://en.mimi.hu/marketingweb/benefit.htmlhttp://en.mimi.hu/marketingweb/target.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/segment.htmlhttp://en.mimi.hu/marketingweb/target.htmlhttp://en.mimi.hu/marketingweb/benefit.htmlhttp://en.mimi.hu/marketingweb/user.htmlhttp://en.mimi.hu/marketingweb/attributes.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/positioning.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/competitive_environment.htmlhttp://en.mimi.hu/marketingweb/brand.htmlhttp://en.mimi.hu/marketingweb/niche.html


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company can rally behind and deliver upon. Another service offered by Nilkamal is

showing clients how to integrate the brand promise into every point of contact with key

internal & external stakeholder.

This accomplished with redesigned logo and packaging system that maintained the brand s

roots, while at the same time opening the door to new business opportunity that leverage the

core brand values that toms of Maine had built over the year.

An internal marketing campaign used the corporate magazine and a flagship brochure to

bring this message to employees. Employees and dealer/customer materials were developed to

carry this message, and it was also included in the company s annual reports and corporatevideos .brand training programs included in the corporate Voice book, which was given to all

communication managers. A customized training program with supplemental course book

and interactive training game was designed to make sure that the new philosophy was

widely understood and adopted and by Employees. The same message was then taken

public through TV commercials to reach customers and reach customer and prospects

Brand Positioning describes the brand s perceived attributes in relation to competing

products.

Brand: A customers expectation from a name

Positioning: A place in the mind of your prospect

When a new brand appears in the market, the consumer gets acquainted with it and starts

collecting information about it. On the basis of this information the consumer creates an

opinion of the brand and establishes a brand image. For a stable market position of a brand,

consumer awareness of the new brand on the market is not sufficient. The consumer must

prefer a brand and have a positive assessment of it as well as considering it in its purchasing

decisions.

Positioning means the place the product occupies in consumers minds relative to competing

products. Typically it is defined by consumers on the basis of important attributes.


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A company s positioning and differentiation strategy must be cha nged as the product,

market, and competitors change over the product life cycle (PLC). In other words we can say that

position of any brand is also decided by the graph of product life cycle.

Brand does play an important role in the product life cycle.

More important in this discussion, then those two points, is what happens when you have adeclining product with a large brand loyalty base and you use innovation to the result is adramatically sharp curve upward of adoption

Brand positioning is the standing of Brand in Comparison With its Competitors on the minds of customer, prospect and other stakeholders. The positing concept was developed by ALFacts about Life Cycles:

Products have a limited life.

Product sales pass through distinct stages.

Profits rise and fall at different stages.

Products require different marketing, financial, manufacturing, purchasing, and human

resource strategies in each stage.


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DATA ANALYSIS

Data refers the raw data collected through questionnaire and the term analysis refers o

the computation of certain measures along with searching for patterns of relationships or that

exist among data groups.

The data, after collection, has to be processed and analyzed in accordance with the

outline laid down for the purpose at the time of developing the research plan. This is essential for

a scientific study and for ensuring that we have all relevant data for making contemplatedcomparisons and analysis. Processing implies editing, coding, classification and tabulation of

collected data so that they are amenable to analysis.

In the process of analysis, relationships or, differences supporting or conflicting with

originals or new hypothesis should be subjected to statistical test of significance to determine

with what validity data can be said to indicate any conclusions. Analysis was done through the

information collected by personal interviews and records kept with the selling department. The

following records were explored for the purpose.

Product Quality. Service Quality Price Product Performance. On Time Delivery Resolution of Complaint. Customer Satisfaction level.

Product specification. Company s collection of payment. Product profile. Demand of product is higher in the market .


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Interpretation and Analysis

1) Do you know about NILKAMAL Furniture? (SAMPLE SIZE 100)

Table No.1

Sr No. Respondance of Customer Response in %

1 Yes 92%

2 No 8%

Total 100%

Graph No. 1

Interpretation:In the above graph mention that the 92% of people are aware about

NILKAMAL Ltd Company.

PERCENTAGE,YES, 92%

PERCENTAGE,NO, 8%

PERCENTAGE


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2) Which Brand will you prefer? a)Nilkamal

b) Princec)Supremed)Other

Table No.2

Sr.No. No.of Company Response in %

1 Nilkamal 75%

2 Prince 10%

3 Supreme 10%

4 other 5%

Total 100%

Graph No. 2

Interpretation:-In above graph shown that the 75% customer opinion is they are use or prefer the Nilkamalfurniture.


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3) You are satisfied with NILKAMAL furniture? a)yes

b) No

Table No.3

Sr.No. Customer Response Response in %1 Yes 90%2 No 10%

Total 100%

Graph No .3

Interpretation:-In the above graph shown that the there 90% customer opinion is

thay are satisfied the Nilkamal furniture.


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4 What is the quality level of the product? a) High

b) Mediumc) Lowd) Not satisfied

Table No.:-4

Sr No. Customer response Response in %1 High 70%2 Medium 15%3 Low 10%4 Other 5%

Total 100%

Graph No.:-4

Interpretation :-

In the above graph mention that the quality level of product, there are 70%customer opinion isproduct quality is high.


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6 Which method you are using to purchasing the product? a) Cash purchase

b) Credit purchasec) Installmentd) Other

Table No.:- 6

Sr No. Purchasing Method Result in %1 Cash purchase 85%2 Credit purchase 5%3 Installments 5%4 Other 5%

Total 100%

Graph No: - 6

Interpretation:-In the above graph shown that the mostly customer use the cash purchase

method.


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7 Did you face any problem with product? a) Yesb) No

Table No: - 7

Sr.No Customer response Response in %1 Yes 5%2 No 95%

Total 100%

Graph No:-7

Interpretation:-In the above chart shown that the 95% customer say that the no problem

face of the product.


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8 What you expect to any changes the product? a) Yes

b) No

Table No:-8

Sr.No Customer response Response in %1 Yes 60%2 No 40%

Total 100%

Graph No:-8

Interpretation:-In the above graph indicate 60% customer expect the change in the product.


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10 Which type of service provide after purchasing? a) Solve the defectb) Replacementc) Other

Table No:-10

Sr.no

Customer response Response In %

1 Solve the defect 15%2 Replacement 80%3 Other 5%

Total 100%

Graph No.: - 10

Interpretation:-

In the above graph mention, the 80% customer say that the company

Replacement of product after purchasing .


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11 What is the performance level of product? a) Excellentb) Goodc) Averaged) Below average

Table No:-11

Sr.No Customer Response Response in%1 Excellent 70%2 Good 15%3 Average 10%4 Bellow Ave 5%

Total 100%

Graph No:-11

Interpretation: -In above graph the performance level of product, there are 70% customer say

the performance of product is excellent.


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13 Frequency of purchasing the product? a) 0-2 year

b) 2-4 yearc) 4-6 yeard) 6 & above

Table No:-13

Sr.No Customer response Result in %1 0-2 year 15%2 2-4 Year 20%3 4-6 Year 45%4 6 & above 20%

Total 100%

Graph No.:-13

Interpretation:- In this chart shown the customer purchasing frequency of product is 4-

6 year .


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14 Which company gives you the best availability of the

products?

a)Nilkamal


Table No.1414 Name of Company Result in %1 Nilkamal 75%2 Prince 10%3 Supreme 10%4 Other 5%

Total 100%

Graph No:-14

Interpretation:-In above chart mention that the 75% customer says the Nilkamal provide

best availability of product.


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Findings

The 92% people are aware about Nilkamal product. There are 75% customer prefer the Nilkamal (brand) product. There are 90 % customer are satisfied about Nilkamal Product. The 70% customer say that the Nilkamal provide the High quality level of product. The maximum customer purchases the Nilkamal product. The 85% customer using the Cash purchase method of purchasing the product. Those customer uses in Nilkamal product the only 5% customer face the problem of

about product. The no. of customer expects any changes of product. The 50% customer expecting the changes about the structure of product. The 80% customer say that the Nilkamal provide the Replacement services after

purchasing. The 70 % Customers opinion about performance level of product is excellent. The maximum customer says the company gets fast response about the product. There are 45% customer say that they purchasing frequency of product is 4-6 year. The 75% customer opinion about Nilkamal industry provides best availability of

product.


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Suggestion

Company should improve the promotion strategy of product. .The company should focus on advertisement should be given so as to improve the brand

image of the company

The company should know its customers satisfaction level throughout doing periodic

surveys. Periodic surveys can treat customer satisfaction directly.

The company should have provided high quality level product so 100% customer

satisfied about the quality .

The company should try to provide the concession of product, so 100% customerpurchase the product.

The company should improve the highest quality of product, so minimum problem facethe customer.

The company should try to changes in structure of product, or The Company shouldmake changes in product according to the other competitors and according to thecustomer expectations.

Company should provide quality of product so that customer can uses the product formaximum years

The company should focus on channel of distribution & transportation, so that product

easily available to the customer.


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Annexure

Questionnaire design :{ATTACH CARD OF

PERSON VISITED}

Details of party visited

Industry Type: ___________________________industry size: large/medium/small.

Name of the company: ___________________________________________

Postal Address: ___________________________________________________

___________________________________________________

Contact person: ___________________Designation:_______________________

Tel no: ___________________________________________________

Email: __________________________________________________


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Sr. No Question Option (Please tick mark)

1 Do you know about NILKAMAL Furniture? a)

Yesb) No

2 Which Brand wills you preferred? a)Nilkamal


3 You are satisfied with NILKAMAL furniture? a)yes

b)No

4 What is Quality level of product? a)High

b)Medium

c)Low

d)Not satisfied

5 Why you are purchase the Nilkamal product? a)Price

b)Quality

c)Brand Imaged)Other

6 Which method you are using to purchasing the

product?

a)Cash purchase

b)credit purchase

c)Installment

d)Other

7 Did you face any problem with product? a)Yes

b)No

8 What you expect to any changes the product? a)Yes

b) No

9 Which type of changes you are expecting? a)Quality

b)Structure

c)Colour


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d)Other

10 Which type of service provide after purchasing? a)Solve the Defectb)Replacement

c)Other

11 What is the performance level of product? a)Excellentb)Goodc)AverageD)Below average

12 Do you have experience about to get claim? a)Fastb)Moderatec)Slowd) No

13 Frequency of purchasing the product? a) 0-2 yearb) 2-4 yearc) 4-6 yeard) 6 & above

14 Which company gives you the best availability of theproducts?

a)Nilkamal



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BIBLIOGRAPHY

www.nilkamalltd.com www.nilkamalplastics.com www.wikipedia.com www.google.com
http://www.nilkamalltd.com/http://www.nilkamalplastics.com/http://www.wikipedia.com/http://www.google.com/http://www.google.com/http://www.wikipedia.com/http://www.nilkamalplastics.com/http://www.nilkamalltd.com/

Documents

Gnaesh Vaidhya