A PROJECT REPORT ON MARKETING RESEARCH

PROJECT REPPORT

ON

MYK LATICRETE INDIA PVT.LTD. KOLKATA

A Project Report submitted in partial fulfilment of the requirements

For the award of the degree of

MASTER OF BUSINESS ADMINSTRATION

Collaboration program with

PRIST University

BY

SAGAR KUMAR

Reg. No- CM 2091860074

Under the guidance of

Prof. Jayshree Kotwal

PRIST UNIVERSITY

Vallam, Thanjavur

2010

1

STUDENT’S DECLARATION

I declare that the project titled “MARKETING RESEARCH” is an original

project done by me and no part of the project is taken from any other project

or materials published or otherwise or submitted earlier to any other college

or university.

SAGAR KUMAR

2

ACKNOWLEDGEMENTS

I extend my special gratitude to our beloved director Shri. ANANDARAM, Our Dean and Co-coordinator Prof. H. Muralidharan for inspiring me to take up this project.

I wish to acknowledge my sincere gratitude and indebtedness to my project guide Prof. of M.S. RAMAIAH MANAGEMENT INSTITUTE, Bangalore for his valuable guidance and constructive suggestions in the preparation of project report.

I extend my gratitude to MYK LATICRETE INDIA PVT. LTD. and the TSM (Territory Sales Manager) MR. DIBYENDU DAS, and all my colleagues, friends for their encouragement, support, guidance and assistance for undergoing industrial training and for preparing the project report.

SAGAR KUMAR

3

Table of contents

Sl. no. Chapter name Page no1 Introduction

General Introduction 5

2 Profile of the organization 6Origin of growth 7Growth & present status of the organization 8Future plans of the organization 9Organizational hierarchy 10Product and service of the organization 11-37SWOT Analysis 38-39

3 Discussions on training 40Student’s work profile 41Description of live experience 42Contribution to the organization 43

4Study of research problem 44Statement of problem 45Objective & scope of study 46Research design and methodology 47Analysis of study 48Summary of findings 49

5Summary and conclusions 50Summary of learning experience 51Conclusions and recommendations 52Annexure 53-55Bibliography 56

4

General introduction

I extremely happy to join internship under the famous company MYK LATICRETE (INDIA) PVT.LTD, Kolkata which is one of the real state company in worldwide.

I have visited the different markets of Kolkata and many of them have appreciated with thanks and have encouraged me to go ahead with courage and honesty. I shall be ever grateful to the respectable staff of this company. I whole heartily wish the prosperity of the company as well as by famous institution where I have been studying now.

5

Profile of The organisation

6

Origin of the OrganisationMission Statement

"Maintain our global leadership in high quality installation systems for ceramic tile and stone."

MYK LATICRETE India is a joint venture between LATICRETE International, USA and the MYK Group, India, a dynamic business group with interests in diverse industries as cement, machinery manufacturing, textiles, construction chemicals, and industrial fans.

MYK LATICRETE is the first and only company in the industry of tile and stone installation materials to have obtained the prestigious ISO 9001:2000 Company Certification, which exemplifies its commitment to provide the customers with products of highest quality and standards.

MYK LATICRETE is expanding its operations into Indian sub continents countries like Sri Lanka, Nepal and Bhutan. It has 12 regional offices with over 200 employees and a 300+ dealer network across the Indian sub continent.

For over 50 years and in more than 120 countries, LATICRETE has been the world leader in high- strength, shock and weather resistant installation systems for ceramic tiles, pavers, brick and stone.

LATICRETE’s history of successful installations internationally is a testimony of its efficiency. The company’s long record of product quality par excellence has ensured international success in a wide range of project areas facades, swimming pools, residential, commercial, industrial floors and renovation works. 

The range of products manufactured at its facility at Rudraram, Patancheru in Andhra Pradesh adhere to strict quality standards. Now, to cater to its increasing consumer base in north India, a new plant has been commissioned at Sotanala in Rajasthan. 

7

GROWTH AND PRESENT STATUS OF THE ORGANISATION

MYK LATICRTE India is the first and only company in the industry of tile and stone installation materials to have obtained the prestigious ISO 9001:2000 Company Certification, which clearly shows its commitment to provide customers with products of highest quality and

1. In a span of eight year, MYK LATICRETE which started off with a corporate office in Hyderabad is now spread across the country with 13 regional offices and a 300 dealer &distributor network and is still growing. It continues to extend its world class services and solution among builders’ architects and even home owners.

2. In compare to 2004, MYK LATICRETE increases their sale 35 times more in Eastern Zone in recent years.

3. From 2004 till now MYK LATICRETE have more than 50 exclusive dealer and sub-dealer only in Kolkata and South Bengal.

4. Since its commission in the year 2000, MYK LATICRETE range of products have been manufactured at its facility located at Rudraram, Patancheru in A.P. To ensure that the products adhere to strict quality standards, the factory is equipped with advance testing equipment such as INSTRON UNIVERSAL Testing Machine, thereby upholding MYK LATICRETE commitment towards quality. Now, to cater to its increasing consumer base in North India, another manufacturing plant has been commissioned at Sotanala in Rajasthan in the year 2006.

8

FUTURE PLAN OF THE ORGANISATION

”Higher the goals tougher the climb”

In this fast growing world each and every company wants to stand on the peak of the world by achieve their goals and by fulfil the customer’s needs and wants. So to achieve this goal every company has their certain future plans to attract their customers. In the same way MYK LATICRETE (I) PVT.LTD has their own future plans to fulfil the wants and needs of their respected customers and these are as follows:

1. MYK LATICRETE (I) PVT.LTD wants to setup their factory at Eastern Zone at Kolkata.

2. Also wants to achieve maximum targets in the form of customers.

3. Taking necessary steps to increasing better service facilities.

4. Also wants to develop new techniques and tools for rapid and better production.

5. Within 2015 MYK LATICRETE (I) PVT.LTD wants to stand on number 1 position in the field of Tiles & Stone Installation in the market throughout the World.

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1for Rest of KOLKATA

2 for KOLKATA

2 Executives3 Executives

Executives

Bihar & Jharkhand Region North – East Region

Bengal Project ManagerBengal Retail Manager

ORGANISATIONAL HIERACHY

Regional Sales Manager

10

PRODUCT PROTFOLIO

MYK LATICRETE INDIA PVT.LTD. Manufacture 7 different types of products and these are:

1. Adhesives2. Grouts3. Waterproofing4. Sound Control5. Wall Putty6. Sealers7. Sealant

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1. ADHESIVES

LATICRETE® 290

LATICRETE® 290 Floor and Wall Thin Set Adhesive is a high performance dry set adhesive for use with water or latex for installing ceramic tiles, marble and stone using the thin-set installation method. For use in floor and wall installations, it has high track and will hang wall tile without slippage. Use with LATICRETE® 73 Crete Admix for high performance interior and exterior applications. 

Applications:

Residential. Commercial. Facades & Swimming pools.

Advantages :

Dual use: For floors & walls. Excellent non-sag formula. Smooth, easy to use Improved impact resistance. Increased flexibility

Available colours: Grey & White

Packaging: 20Kgs

12

LATICRETE® 111

LATICRETE® 111 Crete Filler Powder is a factory prepared blend of carefully selected raw materials, Portland cement and graded aggregates. Designed for use with LATICRETE® 73 Crete Admix to produce a high strength adhesive for ceramic tile and stone that meets and exceeds the requirements of international standards (ANSI).

Applications:

For the installation of ceramic tile & stone over cement and masonry type surfaces

Installation of tile & stone on interior exterior facades, wet & dry areas, walls, floors and ceilings, new and remodel construction, residential & commercial applications.

Advantages:

High strength, flexible, shock & impact resistant. Versatile- wet and dry areas, floors, walls and ceilings. Easy to use. Economical- saves time and money.

Available colours: Grey & White

Packaging: 20Kgs

13

LATICRETE® 252 AG silver

LATICRETE® 252 Ag Silver Glass-Mosaic Adhesive is a high strength polymer modified, cementations thin-set powder to be mixed only with water and applied using the thin-set method of installation.

Applications:

Design for interior & exterior floor and wall installation of all types of glass mosaic.

Advantages:

Single component , just add water High strength, polymer fortified Easy to use Economical Bonds to various substrates Exceeds ANSI A118.4 sheer bond strength requirements Water resistant Shock resistant

Available colours:  Grey & White

Packaging:  5Kgs & 20Kgs

14

LATICRETE® 307

LATICRETE® 307 Floor and Wall Thin-Set Adhesive is a smooth and creamy, sanded thin-set adhesive for installing many types of ceramic wall and floor tiles. For improved performance and exterior use, fortify with LATICRETE® 73 Crete Admix.

Advantages:

Can be use for interior applications on floors and walls over masonry, concrete, mortar beds and cement plaster.

Available colours: Grey

Packaging: 20Kgs

15

LATICRETE® 73

LATICRETE® 73 is a Latex Crete Admix mixed in place of water with LATICRETE®111 Crete Filler Powder / Adhesives to form tile setting beds. Tile setting adhesives made with LATICRETE® 73 Crete Admix provide increased flexibility, stronger bond and compression strength when compared with conventional Portland cement mortars. This increased bond strength is especially vital when installing semi and fully vitrified tiles, quarry tiles, plywood, other ceramic floor and wall tiles used in highly critical areas such as external facades, industrial plants, swimming pools and heavy traffic areas. Also provides longer pot life & working time in hot weather conditions.

Advantages:

High shear bond strength increased flexibility improved shock & impact resistance Secure bond for vitrified tiles

Available colours:   -

Packaging:  5Ltrs & 20Ltrs

16

2. GROUTS

 LATICRETE® 1776

LATICRETE® 1776 Grout Admix Plus is specially designed Latex Admix to be used with Sanded & un-sanded Grout.

Applications:

It improves the performance of Portland cement grouts for all types of ceramic tile, brick, marble, natural, stone and agglomerate stone installations.

Advantages:

Colour-fast Flexibility Compressive strength Shock and chemical resistance Reduce water absorption Easy to clean 

Packaging:   200 ml, 400 ml, 5Ltrs and 20Ltrs.

17

LATICRETE® 500 

LATICRETE® Sanded Grout is made of blended Portland cement, graded aggregates, fortifiers and colour fast pigments. It is mixed with LATICRETE® 1776 Grout Admix Plus to provide a tile joint that is strong, hard, durable & colourfast. It is designed for joint width 3mm to 12mm for non-absorbent & vitreous type tiles

Applications:

Residential, commercial and external facades.

Advantages :

Colour-fast Weather resistant Easy maintenance Non-shrinking. Non-cracking Easy application and clean up No wet curing required when used with latex

Available colours: Available in a range of more than 40 colours.

Packaging:   10Kgs 

18

LATICRETE® 600

LATICRETE® 600 Un-sanded Grout is made of blended Portland cement, graded aggregates, fortifiers and colour fast pigments. It is mixed with LATICRETE® 1776 Grout Admix Plus to provide a tile joint that is strong, hard, durable & colourfast. It is designed for joint width 1mm to 3mm , for porous & absorbent type tiles, non-vitreous clay tiles, marble & glazed wall tiles:

Applications:

Residential, Commercial and external facades.

Advantages:

Colour-fast Weather resistant Easy maintenance Non-shrinking, Non-cracking Easy application and clean up No wet curing required when used with latex

Available colours: Available in a range of more than 40 colours.

Packaging: 500gms, 1Kg and 10Kgs.

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LATICRETE® sp100

LATAPOXY® SP-100 is a stain free, colour-fast, chemical resistant, 100% solid Epoxy Grout for ceramic tile, vitrified tiles, marble and stone. SP-100 is ideally suited for residential and commercial installations where materials must resist physical abuse, shock and chemical attack.

Applications:

Kitchens, bathrooms, swimming pools, fountains, hospitals, operations theatres, sterilizations rooms, restaurants, cafeterias, light industrial application and high traffic areas.

Advantages:

Stain free Colour-fast Easy to install and clean Chemical and temperature resistant Non-cracking or powdering Water cleanable when fresh

Available colours: Available in a range of more than 40 colours.

Packaging: 1/4 unit (1.4kgs), 1 unit (5.5kgs). 

20

3. Water Proofing  

LATICRETE® 9235 

LATICRETE® 9235 Waterproofing Membrane is a thin, load bearing, waterproofing membrane designed for use under thin and thick-bed installation of ceramic tile, stone and other finishes. This durable membrane consists of a liquid rubber and a reinforcing fabric which together forms a seamless membrane rated for extra heavy duty installations.

Suitable Substrates:

Include concrete, masonry, cement, backer board, existing, ceramic tile and for interior applications, gypsum wall board or exterior grade plywood.

Applications:

Residential and commercial areas such as bathrooms, showers, kitchens, fountains, suspended pools, terrace gardens etc.

Advantages:

Fast and easy installation Load bearing and anti-fracture properties Eco- friendly: No solvents or flammable materials Proven performance

Packaging: Factory proportioned kit consisting of:

1. Liquid pail- 20Itrs2. Reinforcing fabric- 23mtr x 1mtr3. Corner reinforcing fabric- 15cms x 23mtr. 

21

LATICRETE® 9237

LATICRETE® 9237 Waterproofing Membrane is a roller applied liquid waterproofing membrane for direct use under thin and thick-bed installations of ceramic tile, stone and other finishes. Recommended for residential and commercial floor and wall installations.

Suitable Substrates:

Concrete, Brick masonry, cement plaster, Cement terrazzo, gypsum wall board, cements mortar beds, cement baker boards, exterior grade ply wood.

Applications:

Residential and commercial areas such as bathrooms, kitchens, swimming pools, terrace gardens etc.

Advantages:

Fast and easy to install- applies like paint proven performance Water cleanable when fresh Non-flammable

Packaging: 5Ltrs & 20Ltrs.

22

4. Sound Control

LATICRETE® QT

LATICRETE® QT sound control underlayment is a resilient recycled product comprised of shredded and cleaned SBR tire rubber. LATICRETE® QT sound control underlayment is engineered to offer superior impact sound isolation in residential and light commercial buildings. LATICRETE® QT sound control underlayment outperforms equivalent products, easy to install, will not break down under load, provides moisture resistance and adds less than 12.7mm(1/2 inch) to floor height.

Applications:

Ideal for residential and light applications, Apartments, Condominiums, offices, Hotels, Schools, Hospitals, libraries etc.

Advantages:

Easy to install with LATICRETE polymer modified thin-set, rolls out quickly. 100% recycled rubber. 5 mm thickness LATICRETE® QT sound control underlayment performs better

than similar materials as per ASTM E2179. Suitable for residential and light commercial applications.

Suitable subtraction:

Concrete Cement Motor beds Ceramic Tile & Stone Cement Backer Board Exterior Glue Plywood Other Wood Substrate Cement Terrazzo.

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5. Wall putty

latafinish wall putty

Latafinish wall putty is a unique formulation of white cement and high performance specialty chemicals and polymers. It not only strengthens the walls but also protects expensive paints from moisture and dampness. This putty does not require curing.

Highly durable and water resistant. White, smooth and glossy finish. Perfect protection for a wide variety of paints. Ideal for interior/ exterior surfaces.

Advantages :

Protect paints from moisture & flaking. Does not require curing. Strong adhesion strength between LATAFINISH Wall Putty & base surface. Long lasting & more coverage for costly paints. It prevents the growth of fungus & algae. Available in dry from-very easy to mix & apply.

Packaging:    5kgs & 20kgs.

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6. Sealers/ Cleaners

GROUT & CONCRETE FILM REMOVER

Grout and Concrete Film Remover is a fast acting, heavy duty acid cleaner for textured, non-polished, natural and manmade surfaces. GCFR removes sanded grout and mortar residue, joint cement, lime and hard water deposits, efflorescence, rust and other heavy dirt and grime.

Deep cleaning action for most surfaces including:

Grout, Masonry, Tumbled & honed marble, Porcelain tile, Cleft & honed granite, Ceramic tile, Quarry Tile.

Advantages :

Fast acting  interior & exterior Easy to use Cost effective

Packaging:   Quart & Gallon

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511 Impregnator 

511 Impregnator is a penetrating sealer for the protection of all medium to dense porous stone, grout and tile surfaces. 511 Impregnator penetrates into the surface and forms an invisible barrier that is resistant to moisture and stains, while allowing vapour to escape. It is not a surface coating and will not alter the natural look. All surfaces are harder and less slippery.

Water, Stain & Slip Protection for:

Marble, Granite, Medium dense brick, Medium dense slate, Porcelain tile, Grout.

Areas of Application:

Interior & Exterior, Floor & Wall, Bathrooms, Patios, Drive ways.

Advantages:

Stain resistant Water resistant Easy to use Non-yellowing UV transparent

Packaging: - Quart & Gallon

26

Miramatte 

Mira Matte is a unique product designed to enhance the natural colour of all flamed, sand blasted, split faced, tumbled and textured surfaces. It seals and protects while leaving a beautiful, low maintenance colour enhanced satin sheen. It allows vapour to escape while offering a scuff (scratch) and weather resistant surface.

Colour enhancement for textured surfaces including:

Flamed granite Flamed Limestone Cleft faced slate textured natural stone

Advantages :

Interior & exterior Stain resistant Easy to use Non-yellowing Water resistant UV transparent

Packaging:  Quart & Gallon

27

EPOXY GROUT FILM REMOVER

Epoxy Grout Film Remover is a unique product designed for the removal of epoxy grout film tile, concrete & stone surfaces. It will eliminate most residues left behind after an epoxy grout has been used. It will remove a variety of epoxies, acrylic, gym finish, shellac, varnish & lacquer.

To remove epoxy grout residue from:

Ceramic tile, Porcelain tile, Natural stone, Concrete, Quarry tile.

Advantages:

Fast acting  Easy to use Rinses with water Cost effective Less colour No Methylene chloride

28

7. Sealants

OTTOSEAL S70 

Ottoseal S70 Natural Stone sealant is a high performance, one component silicone sealant. It is based on a neutral cross linking system and vulcanizes at room temperature (RTV). Especially designed for marble, granite & other natural stone applications and does not stain natural stone.

Fields of application:

Sealing of expansion joints and connection joints as well as floor joints in marble and other natural stones such as granite, gneiss, porphyry, quartzite etc.

Also suitable for terrazzo. For exterior and interior use such as kitchens, bathrooms, sanitary areas,

entrance lounges, stairs and staircases.

Advantages :

Non-staining' of natural stone in contrast to conventional sealants Available in a range of colours Equipped with fungicides Excellent weather ability and very good temperature resistance Excellent resistance to ageing, UV radiation & chemicals Very good tooling and smoothing properties Primer less adhesion to many substrates Ready to use Fast curing and short tack-free time Low odour High tensile strength and high shore-A- hardness Contains no solvents, formaldehyde, CFC, PCB & PCP Suitable for expansion joints in residential & commercial applications

Available colours:  Available in Range of Colours

Packaging:  310 ml cartridge.

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Thick Bed Adhesive

APPLICATIONS:

• Factory prepared thick bed powder and latex for installation of tile/stone on uneven concrete floors

• Installation of tiles with a slope

• Installation of dimensionally unstable stone

PRODUCTS:

Laticrete 226 – Powder & Laticrete 3642 Latex Liquid

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Thin Set Adhesive

APPLICATIONS & PRODUCTS:

• Installation of tile/stone on internal/external floor- Laticrete 290, Laticrete 307, Latafix 305.

• Installation of tile/stone on varied substrates like Plywood- Laticrete 290 mixed with Laticrete 333 super flexible admix

• Metal, Glass etc- Latapoxy 210 and Latapoxy 300

• Installation of stone/tile on internal/external wall – Laticrete 111mixed with Laticrete 73 (Or Laticrete 4237 for heavy stones)

• Installation of porous natural stone- Latapoxy 300 and Latapoxy 310

31

Industrial applications

APPLICATIONS & PRODUCTS:

• Installation of tile/stone on industrial floors-LATAPOXY 210, LATAPOXY 300

• Joint filling of tile/stone with highly chemical & temp resistant grout- LATAPOXY 2000

• Installation of water proof membrane in industrial floors- LATICRETE 9235

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TECHNICAL SERVICES providing by

Myk laticrete india pvt.ltd are:

• Presence of Technical services representative

• Custom specification for projects

• Guidance for proper product selection

• On site help

• Training to Dealers, contractors, engineers & architects

• Mason meets

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COMPETITORS

The competitors of MYK LATICRETE INDIA PVT.LTD are as follows:

1. SIKA INDIA PVT. LTD2. BELUNDURA COMPANY3. ROFF COMPANY4. J.K.BIRLA COMPANY5. DOCTOR FIX-IT COMPANY

34

Mathematical Representation of the Strong Competitors of MYK

LATICRETE (I) PVT.LTD is as follows:

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DISTRIBUTION NETWORK / CHANNEL

Factory

↓

Branch Goodown

↓

Stockist

↓

Dealer

↓

Inducer

36

Sales by myk laticrete India pvt.ltd(Per year)

37

Swot analysis

a) STRENGTH :

Employment and training opportunities in the field of construction. Private sector housing boom and commercial building demands. Construction of the multi building projects on the feasible location

in the country. Good structured national network facilitates the boom of

construction industry. Low cost well – educated and skilled labour force is now widely

available across the country. Sufficient available of raw material and natural resources in the

country is supportive for the industry.

b) WEAKNESS :

Chances of natural disadvantage are there. Distance between construction projects reduces business efficiency. Training itself has become a challenge. Changing skills requirements and an ageing workforce may accentuate the skills gap. Improve in long term career prospects is highly required to encourage staff retention and new entrants. External allocation of large contracts becomes difficult.

c) OPPORTUNITY :

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Continuous private sector housing boom will create more

construction opportunities. Public sector projects through Public Private Partnerships will

bring further opportunities. Developing supply chain through involvement in large projects is

likely to enhance the chances in construction. Renewable energy projects will offer opportunities to develop

skills and capacity in new markets. More flexible training delivery techniques are now available. Financial supports like loan and insurance and growth in income

of people is in support of construction industry.

d) THREAT :

Long term market instability and uncertainty may damage the opportunities and prevent the expansion of training and development facilities.

Current economic situation may have an adverse impact on construction industry.

Political and security conditions in the region and late legislative enforcement measures are always threats to any industry in India.

Infrastructure safety is a challenging task in construction industry.

Lack of political willingness and support on promoting new strategies.

Natural abnormal causalities such as earth quake and floods are uncertain and can prevent the construction boom.

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Discussions on training

40

STUDENT’S WORK PROFILE

The major responsibilities handled were:

1. Answering to customers queries.2. Preparation of weekly management information system report.3. Preparation of customers’ feedback report about the services

provided by MYK LATICRETE INDIA PVT.LTD.4. Work with active and in an efficient manner.

41

DESCRIPTION OF LIVE EXPERIENCE

This project rather job was my first experience to the hard core reality of the real world. Before joining the organization there was many curiosities and queries in my mind about the corporate world and life style.

I still remember my first day in the organisation my BOSS i.e. Territory Sale Manager (Mr. Dibyendu Das) introduced me with the other member of the organisation. It was a great experience for me because before that if someone would have introduced me it was my family or friend. Apart from them there is also a world and too recognizes me is a great thing to notice. It gave me immense pleasure and enthusiasm towards the job.

First few days were very much challenging because fresh the college I was in the organisation so it took me some time to keep pace with them. But again thanks to the college, which had cultivated us in such a manner that, in the few days I was amalgamated with organisation and its culture.

My BOSS told me learns as fast as possible and the main stream from next week. I was very eager to do some work and handle some responsibility. To my surprise I was assigned to the job with the full responsibility to represent the organisation.

It was a responsible job for me to give all the answer of the respected customer’s queries. But I accepted the challenge. My Boss on the very first day told me it’s a very responsible job; do your best and do not let me down. It gave me some sorts of confidence and very soon I began to enjoy the job and it gave to me a better result.

Mean while I used to utilize my spare time in understanding the organization operations and handling customer’s queries. The time duration that I spend in the organization helped me a lot in my first induction programmed. I handled the situation very well and was very much satisfied with the things going on for me. In very short span of time I learned a lot and this span of time taught me lot for my successful life in future.

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CONTRIBUTION TO THE ORGANIZATION

Provide necessary information about customer willingness for the product to the organization.

Encourage retailers and dealers to use the product of MYK LATICRETE INDIA PVT.LTD

43

Study of Research problem

44

Statement of the problem

1) Every organisation needs to maximise its customer’s base and to retain it.

2) The present study is to find out the different and possible methods to attract the customers towards the organisation.

3) The study also focuses on the challenges being posed by different competitors.

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Objectives of study

1) To find out the drawbacks and limitation in the present scenario of MYK LATICRETE INDIA PVT. LTD

2) To suggest improvement in the MYK LATICRETE INDIA PVT.LTD. Service process and in answering customers queries.

SCOPE OF STUDY

1) It gives a huge idea in the field of REAL ESTATE.

2) It also shows the relationship between REAL ESTATE and different sectors involving in the construction field.

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Research design & methodology

Research design which has its primary objective the provision of in sight in to and comprehension of the problem situation confronting the researcher. Here we mainly deal with exploratory research. The research was done with the main aim to find:

a) What problem should customers face while buying the product of MYK LATICRETE INDIA PVT.LTD?

b) To find out the performance of the products and satisfaction of the customers after using the products of MYK LATICRETE INDIA PVT.LTD. ?

Techniques used for the Research

1) Questionnaires Design Process

2) Data Collection by Survey Method.

47

Analysis of Data

Feedback obtained by customers through the physical survey method to know their opinion about MYK LATICRETE (I) PVT.LTD. Products performance was also analysed through users’ opinion with the help of questionnaire format, so that it would be easy to analyze the data and reach to conclusive point.

48

Summary of the Findings

Various techniques of research shows that

The product of MYK LATICRETE (I) PVT.LTD. Company is enough good in comparison to other companies.

Sika Company is one of the best of competitor MYK LATICRETE (I) PVT.LTD. Company.

The performance of MYK LATICRETE INDIA PVT.LTD. Products are excellent.

The retailers and dealers promoting MYK LATICRETE (I) PVT.LTD products are highly satisfied with the quality, supply & support.

The MYK LATICRETE (I) PVT.LTD customers faces only problemwith the pricing as compare with the competitor.

Limitation of the Study

1) The report is limited to the extent of information supplied by the organisation.

2) The study is limited only to MYK LATICRETE (I) PVT.LTD.

3) Due to time constraint a small sample size was used which may be limitation of this project.

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Summary and Conclusion

50

Summary of Learning Experience

Coming to the learning experience it was a great time to be with the organisation. The working environment and the support that I got from the superiors and the colleagues were appreciable.

Before joining the organisation I was very much susceptible about it but very much relevant to the industry also.

For that matter my communication skills improved so was my personnel skills. One thing I realized was that every day brings new experience in the life and you do not have to wait for things get done but you have to push the things so that they could be done.

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Conclusions and Recommendation

What I concluded from the project was that theory and practical life is something different. We need to apply that theory in our practical life for better and effective results. I can say it confidently because there were many of my colleagues who were/are working with the organisation from a long time and they are also doing well but what they lack is the art that we learn in the classroom. The same job that we can do with a greater fineness they are unable to do because of organised management learning. In sort we are moulded in such an environment that we enjoy work which may not be true for others.

The Company is doing well it has a handsome share of customer in its hand but it needs to improve in certain areas like:

Quick Service facilities. Make reasonable price.

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ANNEXURES

MYK LATICRETE INDIA PVT. LTD.

Questionnaire

1. Company/ Organization Name-2. Proprietor / Owner Name-3. Address-

Contact no-

4. Competitors: i)ii)

iii)

iv)

v)

5. Competitors Activities-

CompanyPack Size

Packaging PriceMonthly

Sale

Performance

Good Excellent Average Poor

6. Are you ever being customer of MYK LATICRETE INDIA PVT. LTD.?

Yes No

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7. Do you ever use the product of MYK LATICRETE INDIA PVT.LTD?

Yes No

If Yes, then which:

Sl.

No.Product Company

Pack Size

Packaging PriceMonthly

Sale

Performance

Good Excellent Average Poor

8. Branding : MYK LATICRETE OTHERS COMPANIES

9. Customer’s Satisfaction :Good Excellent Average Poor

10. Customer’s Opinion / Suggestion:Sl. No.

1.

2.

3.

4.

5.

Date:

Place:

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Region & Location : EAST region - KOLKATAName of Sales Person :

Project Name  

Address of the Site  Name of the contact person (Number & e-mail)  Architect & Consultant (Name & Address)   Person - in - charge (Number & e-mail)  

Contractor or Builder (Name & Address)  

Project - in - charge (Number & e-mail)  

Status of the Project  Value of Project (in lacs)  Prospective staring & completion date of billing  Possible value of billing (in lacs)  Area of Application  

 Scope of products alongwith expected areas & products recommended

Area of Application Products recommendedArea (in

sft)Value (in lacs)

Internal floor      

External wall      

 Existing specifications if any : Convinced client directly.PRODUCTS LATICRETE Competitors                         

 Detail of competitors :      

Date / Review / Follow-up :  

BIBLIOGRAPHY

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WEBSITE :

www.myklaticrete.com

www.google.com

BOOKS :

Marketing Research – Dhruv Grewal

Consumer Behavior- Joseph Wisenblit

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