Project Strategic Launch of 3M Woodworking 20 Spray Adhesive in Indian Market “Dissertation Submitted in the Partial Fulfilment of the Requirements for Master of Business Administration” Submitted By Naveen Alexander Enrol No: A30301911045 Internal Guide External Guide Prof: Srivats R Sameer Manroy Amity Global Business School
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Project
Strategic Launch of 3M Woodworking 20 Spray Adhesive in Indian Market
“Dissertation Submitted in the Partial Fulfilment of the Requirements for
Master of Business Administration”
Submitted By
Naveen Alexander
Enrol No: A30301911045
Internal Guide External Guide
Prof: Srivats R Sameer Manroy
Amity Global Business School
#372, Koramangala, 3rd Block
Bangalore
Masters of Business Administration
Project
Strategic Launch of 3M Woodworking 20 Spray Adhesive in Indian Market
“Dissertation Submitted in the Partial Fulfilment of the Requirements for
Master of Business Administration”
Submitted By
Naveen Alexander
Enrol No: A30301911045
Internal Guide External Guide
Prof .Srivats R Sameer Manroy
Amity Global Business School
#372, Koramangala, 3rd Block
Bangalore
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Acknowledgement
A successful and satisfactory completion of ant task is the outcome of the valuable
contribution of variable efforts, explicit or implicit.
The key for the achievement of such a difficult task lies in the hands of my professors and
mentors.
My heart full thanks to Prof Srivat R, my faculty Guide mentor for his benevolent and
expertise guidance and support which have been my great strength to initiate and complete
this project and without whom this project would never be a reality.
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Table of contentChapter no. Topic Page no.
Executive summaryChapter1 Introduction 10Chapter2 Industry and Company profile 19Chapter3 Research METHODOLOGY 36Chapter4 Data presentation and analysis 40Chapter5 Findings and Suggestion 54Chapter6 Conclusion 57
Annexure 58Daily report 62
Weekly report 66Application Guide 68
Application Guide CD 69Bibliography 70
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ILLUSTRATION
Figure no Chart Name Page No5.1 Employee status 415.2 Often use of 3M products 425.3 Reason for buying the product 435.4 Price of product 445.5 Purchase of product 455.6 Recommendation of our product 465.7 Comparison of our product 475.8 Advertisement 485.9 Ad effective in purchase decision 49
5.10 Tried the product 505.11 Reason of purchase 515.12 interest of buying the product 525.13 Reaction to the product 535.14 Purchase again 54
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EXECUTIVE SUMMARY
Towards the fulfilment of MBA program, a study was conducted on “customer
behaviour at 3M India limited”.. The main objective of this study is to study
the customer opinion on our product. As the customers satisfaction has
become an important element of the product. This project is all about how the
existing customers of 3M wood working adhesive spray how did our customers
perceive our product and whether they are satisfied with our product. This
project talks about how the people view our product and what the alterations
should we do to our product. In order to sustain in the market
3M India limited is into adhesive products with a new adhesive called as spray
adhesive, which is the first company in India to enter into market with spray
adhesive. The main advantage of this product is there is no competition. Using
spray adhesive the work of the carpenter makes easier.
The purpose of the study is creating awareness to people. The study will bring
out the extent of customer satisfaction level towards 3M wood working
adhesive spray. The study will point different problems encountered by the
customers of 3M wood working adhesive spray. The study will help the
company to take decisions for increase their sales of 3M wood working
adhesive spray. This study will know the advantages of measures to be taken
and any modifications to be done for the product.
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CHAPTER 1- INTRODUCTION
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Introduction
Consumer Behaviour may be defined as “the interplay of forces that takes place during a
consumption process, within a consumers’ self and his environment.
- This interaction takes place between three elements knowledge, affect and
behaviour;
- It continues through pre-purchase activity to the post purchase experience;
- It includes the stages of evaluating, acquiring, using and disposing of goods and
services”.
The “consumer” includes both personal consumers and business/industrial/organizational
consumers.
Consumer behaviour explains the reasons and logic that underlie purchasing decisions and
Consumption patterns; it explains the processes through which buyers make decisions.
The study includes within its purview, the interplay between cognition, affect and
Behaviour that goes on within a consumer during the consumption process: selecting, using
and disposing of goods and services.
CONCEPTUAL OVERVIEW
Consumer behaviour concept and target marketing
Learning Objectives
Explain how consumer behaviour concepts influence the development of marketing
communications strategies
Assess the information needed to identify and select target markets
Distinguish between demographic, psychographic, geographic, and behaviour
response segmentation variables
Explain the influence of relationship marketing concepts on marketing
communications strategies
Explain the concept of positioning and its role in developing marketing
communications strategies.
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Consumer Behaviour
Marketers must have access to data concerning consumers; buying habits and which kinds
of media they favour, in order to develop convincing communications programs.
Needs and Motives
Need:
Absence of something useful
Motive:
Condition prompting action to satisfy a need
“Communicating benefits and presenting the right image prompts the action to
purchase.”
Maslow’sHierarchy of Needs
Attitudes
“Favourable or unfavourable feelings about an idea or object.”
Advertising messages should coincide with the prevailing attitudes held by the
target market. Trying to alter an attitude is expensive and risky
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Self-Actualization
Esteem
Social
Safety
Physiological
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Reference Groups
A group, class, or category of people to which individuals believe they belong, whether or not
they actually do.
A member of a group experiences considerable pressure to “fit in”.
Co-workers
Sports teams
Hobby clubs
Fraternal organizations
Schoolmates
Identifying and Selecting
Target Markets
“The ability of a company to target specific customers is based on the concept of market
segmentation.”
Market Segmentation - dividing a large market into smaller homogeneous markets based on
common needs or similar lifestyles.
Identifying & Selecting Market Segments
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Identify Market Segments
Select Segments with Most Potential
Position Product to Appeal to Target
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Demographic Segmentation
Target markets are pursued on the basis of:
Age
Gender
Income, Occupation, Education,
Marital Status & Household Formation
Cultural Mix
Geographic Segmentation
The division of geographically expansive market into smaller geographical units
Regional language and culture
Urban / Suburban vs Rural
Four broad urban regions Geographic Segmentation
Ontario’s Golden Horseshoe
Lower Mainland of BC and southern Vancouver Island
Montreal and region
Calgary-Edmonton corridor
Direct Segmentation
Companies target customers individually.
It is now possible to design unique products and communications strategies for
current and prospective customers.
Customer relationship management (CRM)
Database management systems
Behaviour – Response Segmentation
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Dividing buyers into groups according to:
Occasion-for-use
Benefits-sought
Frequency of use
Loyalty-response
Summary of Different Segmentations
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Geographic
Region City Urban Suburban Rural
Psychographic
Lifestyle Activities Interest Opinion
Behavioural Responses
Occasion of use Benefit Sought Usage Rate Degree of loyalty
Demographic
Age Gender Occupation Material Status House hold composition
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Importance of Positioning
Importance of Segmentation
“Knowing consumers intimately is key to developing successful strategies; this knowledge
provides input for a sound positioning strategy”
Market Positioning Concepts
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Target market Analysis Competitor Analysis
Positioning
Strategy
Product Price Marketing Comm.
Distribution
Positioning Strategies
Creative Strategies
Media Strategies
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Positioning is the selling concept that motivates purchase
It can be a tangible benefit or an image that a company wants to instill in the minds of
customers.
It is very important that the positioning statement aptly describe a primary benefit and
an image that is important to the target market.
Positioning and Marketing Communications
Advertising can communicate the positioning strategy many different ways.
Head-On
Brand-Leadership
Product-Differentiation
Innovation
Lifestyle
Repositioning
“Changing the place a brand occupies in the customer’s mind in relation to
competitive products.”
Repositioning is considered if consumer attitudes change or if the
marketing activity of a direct competitor changes.
Nature of Consumer Behaviour
The subject deals with issues related to cognition, affect and behaviour in
consumption behaviours, against the backdrop of individual and environmental
determinants. The individual determinants pertain to an individual’s internal self and
include psychological components like personal motivation and involvement,
perception, learning and memory, attitudes, self-concept and personality, and,
decision making. The environmental determinants pertain to external influences
surrounding an individual and include sociological, anthropological and economic
components like the family, social groups, reference groups, social class, culture, sub-
culture, cross-culture, and national and regional influences.
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The subject can be studied at micro or macro levels depending upon whether it is
analysed at the individual level or at the group level.
The subject is interdisciplinary. It has borrowed heavily from psychology (the study
of the individual: individual determinants in buying behaviour), sociology (the study
of groups: group dynamics in buying behaviour), social psychology (the study of how
an individual operates in group/groups and its effects on buying behaviour),
anthropology (the influence of society on the individual: cultural and cross-cultural
issues in buying behaviour), and economics (income and purchasing power).
Consumer behaviour is dynamic and interacting in nature. The three components of
cognition, affect and behaviour of individuals alone or in groups keeps on changing;
so does the environment. There is a continuous interplay or interaction between the
three components themselves and with the environment. This impacts consumption
pattern and behaviour and it keeps on evolving and it is highly dynamic.
Consumer behaviour involves the process of exchange between the buyer and the
Seller, mutually beneficial for both.
As a field of study it is descriptive and also analytical/ interpretive. It is descriptive as
it explains consumer decision making and behaviour in the context of individual
determinants and environmental influences. It is analytical/ interpretive, as against a
backdrop of theories borrowed from psychology, sociology, social psychology,
anthropology and economics, the study analyses consumption behaviour of
individuals alone and in groups. It makes use of qualitative and quantitative tools and
techniques for research and analysis, with the objective is to understand and predict
consumption behaviour.
It is a science as well as an art. It uses both, theories borrowed from social sciences to
understand consumption behaviour, and quantitative and qualitative tools and
techniques to predict consumer behaviour.
Scope of study
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The study of consumer behaviour deals with understanding consumption patterns and
behaviour. It includes within its ambit the answers to the following:
‘What’ the consumers buy: goods and services
‘Why’ they buy it: need and want
‘When’ do they buy it: time: day, week, month, year, occasions etc.
‘Where’ they buy it: place
‘How often they buy’ it: time interval
‘How often they use’ it: frequency of use
The scope of consumer behaviour includes not only the actual buyer but also the various
roles played by him/ different individuals
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CHAPTER 2 - INDUSTRY PROFILE &COMPANY PROFILE
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INDUSTRY PROFILE
The Industrial Adhesives and Tapes Division (IATD) designs, manufactures and markets
extensive product lines within five businesses: Converter Markets and Bonding Tapes;
Specialty, Single Coated and Masking Tapes; Adhesives; Paper and Printing; and Packaging
Tapes and Equipment.
IATD offers products within these categories/areas: acrylic, epoxy, urethane, hot melt,
cyanoacrylate, aerosol adhesives and chemicals, water-based and solvent-based general liquid
adhesives, adhesive applicators and specialty sealants; a complete line of single- and double-
coated pressure sensitive tapes, including adhesive transfer tapes, masking, specialty tapes,
bundling and reinforcing, identification label materials, packaging, protective tapes and
equipment, and products for paper and printing.
IATD products are ideal for applications that need high and low temperature performance,
short and long term protection, special characteristics, weatherability, durability, high
transportation safety; commercial graphics sheeting and systems; architectural surface and
lighting solutions; and mobile interactive solutions, including mobile display technology,
visual systems products, and computer privacy filters. The optical film business provides
films that serve numerous market segments of the electronic display industry. 3M provides
products for five market segments, including products for LCD computer monitors, LCD
televisions, hand-held devices, such as cellular phones and tablets, notebook personal
computers (PCs) and automotive displays. In traffic safety systems, 3M provides reflective
sheeting’s used on highway signs, vehicle license plates, construction work-zone devices,
trucks and other vehicles, and also provides pavement marking systems. The Company's
commercial graphics products include films, inks, digital signage systems and related
products used to produce graphics for vehicles, signs and interior surfaces. In addition, this
business includes desktop and notebook computer screen filters that address needs for light
control, privacy viewing and glare reduction.
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Electro and Communications Business
The Electro and Communications segment serves the electrical, electronics and
communications industries, including electrical utilities; electrical construction, maintenance
and repair; original equipment manufacturer (OEM) electrical and electronics; computers and
peripherals; consumer electronics; telecommunications central office, outside plant and
enterprise; as well as aerospace, military, automotive and medical markets; with products that
enable the efficient transmission of electrical power and speed the delivery of information.
Products include electronic and interconnect solutions, microinterconnect systems, high-
performance fluids, high-temperature and display tapes, telecommunications products,
electrical products, and touch screens and touch monitors.
Its electronic and electrical products include packaging and interconnection devices; high-
performance fluids used in the manufacture of computer chips, and for cooling electronics
and lubricating computer hard disk drives; high-temperature and display tapes; insulating
materials, including pressure-sensitive tapes and resins; and related items. 3M Flexible
Circuits use electronic packaging and interconnection technology, providing more
connections in less space, and are used in ink-jet printer cartridges, cell phones and electronic
devices. This segment serves the world’s telecommunications companies with a range of
products for fiber-optic and copper-based telecommunications systems for rapid deployment
in fixed and wireless networks. The 3 M Aluminum Conductor Composite Reinforced
(ACCR) electrical power cables, with an aluminium-based metal matrix at its core, increases
transmission capacity for existing power lines. The touch systems business includes touch
screens and touch monitors.
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3M Wood working
Agency brief
What is 3M wood utility business?
A business that provides tapes, adhesives and abrasive products to the target market that are applied either on wall or wood ,consequently fulfilling customer needs and creating value for stakeholders
Who is the target market?
What is the competitive advantage of 3M wood utility business?
• Unique range of products that are involved in wall & wood working process from beginning to the end e.g. in case of bonding alaminate to plywood, carpenter uses 3M synthetic resin adhesive to bond the laminate to plywood surface and finally puts 3Mmasking tape to hold the surface till the bonding is complete.
• An international product portfolio in abrasives, tapes and adhesives that can be leveraged in India to upgrade the market to newer products that can make life easier.
What is the value proposition that 3M wood utility business offers?
To the end users and consumers – 3M wood utility business offers high quality and innovative products for wall and wood working that makes their life easy
How is ‘life made easy’ for the end user and consumer?
Life made easy for painters and polishers through
• Sheet goods – 230U & P518 – better surface preparation products for superior wall & wood finishes
• 3M masking tapes – tapes for surface protection and superior two tone painting job
Life made easy for carpenters through
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• 3M synthetic resin adhesive – fast drying adhesive for wood working solutions
• 3M masking tapes – guaranteed length and no adhesive transfer tape that go into holding substrates together postapplication of adhesive
• 3M fiber discs – Fiber discs that offer better cut rate and usage life
• 3M mirror mount tape – tapes to adhere mirrors to wall or wood surface quickly and most conveniently Life made easy for furniture units through
• Single business window that caters to all wood working needs of furniture units i.e. from fiber discs to adhesives to masking tapes
• Upgrades to better products that make the wood working process efficient than before
What does ‘life made easy’ proposition does to 3M?
• ‘Life made easy’ strongly reflects our business vision and our brand promise
• Establishes 3M’s connect with consumers and end users through an easily understandable statement
• Strong positions 3M in the mind of the influencer, end user and consumer as a wall and wood working solutions provider that makes life - problem free and easy
What is the objective to appoint an agency for 3M wood utility business?
Following are the respective objectives for the appointment of the agency:
• Marketing communication design – Ideation & conceptualization
§ To bring in fresh ideas that relate to the brand and its communication to the consumers, end users and channel partners
§ To conceptualize the ideas into an on ground activity or program that delivers the respective business goal
• Marketing operations – Planning of the activity and on ground execution
§ Comprehensive planning of the activity or program along with set timelines of execution and responsibility heads
§ Execution of the activity or program in line with the plan
• Evaluation of the marketing activity – Post execution, evaluation of the marketing activity or program through extensive e-consumer, end user or channel feedback
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What kind of agency are we looking for?
We are looking for an integrated marketing communications agency that provides us with a single window solution for all marketing activities. The marketing activities will include ideation, conceptualization, execution and final evaluation of the marketingactivity in line with our business goals. (Details of activities for 2010 mentioned in the scope of work)
What are our current objectives vis-à-vis 2010?
As far as our current activities are concerned, we have the following short term goals that fall in line with our marketing objectives
• There is a list of activities planned for 2010 that need to be executed by October end, 2010. The execution of these activities is quite critical to the business and hence needs a faster turn around time for respective execution.
• There is a list of parallel activities that will be part of the marketing communications agency which includes –
§ Improvements in the current ‘Life made easy’ logo along with clearly defined plan to incorporate the same with mother logo ‘3M’
§ Improvements in current ‘ Easy bhai’ logo along with the plan to incorporate the same to all communication
What is the scope of work of marketing communications agency?
3M wood utility business has listed set of activities for 2010, for which we need execution by September 15, 2010. Following is the list of elements that needs action from respective marketing communication agency:
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LIST OF ELEMENTS
(Product display stands – tentative size - 2ft by 1ft by 5ft – length by breadth by height with three shelves to keep 1kg, 5kg and 10kg pack of 3M synthetic resin adhesive)
(Stationery - Set of 150-200 visiting cards, 200 letter heads & 200 envelopes)
(Easy bhai sammelan collaterals - two banners with eyelids – 8 ft by 4ft, registration table branding (sun board) – 1.5ft by 1 ft, standees (1) – 6 ft by 2.5 ft)
(Product posters – tentative size – A3)
(Season novelty - Novelty for furniture unit manufacturer owners e.g. set of wallet/Satya Paul ties etc.)
The scope of work for the marketing agency will include:
• Creative design for the entire merchandise elements
o Logo design
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o Element design template Communication design for elements, wherever necessary
• Procurement of the merchandise elements.
• Production of specific elements like display stands, signage etc. based on approved design /template
• On ground execution/installation of any signage, stands at various retail outlets across India (specifically north, west and south region)
• Pre and post execution, marketing activity evaluation through set of retailers across India
1. The agency is required to present the concept presentation detailing on various design options (2-3) for each element
based on discussion with 3M wood utility business team.
2. In case of merchandise, the agency needs to show at least three different samples of each merchandise element.
3. Along with that, it needs to submit tentative quotation for the entire program including agency fees and all taxes as applicable.
Evaluation of marketing communications agency:
The evaluation of the marketing communications agency shall be based on the following parameters:
• Minimum annual business turnover for the agency - Rs10 crores
• Credentials presentation (USP, past experience on marketing communication)
• Existing clientele (FMCG, automobile, Paints industry etc.)
•Concept presentation
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Corporate Responsibility
Corporate responsibility is now high on national and international agendas. Yet 3M has long
held the belief that reputation depends not solely on our financial performance but also on the
way we run our business. In 1975, 3M was one of the first major manufacturing companies
actively to address environmental issues and, as with our drive for innovation, we involved
employees through our benchmark program Pollution Prevention Pays.
We believe we have a sound record of achievement in corporate responsibility but
continually strive to improve our performance and address the on-going challenges and
opportunities. We are committed to sustainable development through a proactive approach to
environmental protection, social responsibility and strong economic progress.
Vision
3M's commitment is to actively contribute to sustainable development through environmental
protection, social responsibility and economic progress. To us, that means meeting the needs
of society today, while respecting the ability of future generations to meet their needs.
Everything we do is underpinned by our corporate values and our day-to-day actions are
guided by our Business Conduct Policies.
Sustainability Strategic Principles
3M's strategies for sustainability encompass the pursuit of customer satisfaction and
commercial success within a framework of environmental, social and economic values.
Economic Success: Build lasting customer relationships by developing differentiated,
practical and ingenious solutions to their sustainability challenges.
Environmental Stewardship: Provide practical and effective solutions and products to address
environmental challenges for ourselves and our customers.
Social Responsibility: Engage key stakeholders in dialogue and take action to improve 3M’s
sustainability performance.
3M India's initiatives towards Environment and Social Responsibility
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3M India has 4 Manufacturing Plants in operation in India. All these plants are certified ISO
14001: 2004 for its Environmental Management System. The initiative of obtaining this
certification is purely based on 3M's Environmental Policy.
At 3M, prior to launching any new product, the product is taken through a process called
Life Cycle Management (LCM) which addresses the Safety, Hazard & Environmental
aspects of products from concept stage upto the disposal of the product after its usage by the
end consumer. LCM is a commitment on our part to protect our environment for the benefit
of the communities we live and operate in. Further, each of our plants has in place a Stake
Holder Engagement Plan to ensure that concerns / views of interested parties like
employees, society, customers are taken care of from the point of view of environmental
protection .
As part of our normal due diligence during the purchase or sale of any piece of Land / Plant
in India, we engage a third party environmental consultancy service to conduct Phase 1 &
Phase 2 environmental due diligence, wherein soil samples are tested to meet ASTME
Standards (Global Standard for Soil Testing). We are one of the few companies in India
which follows ASTME Standards for Environmental Due Diligence
Each year, on World Environment Day, we contribute to this global effort with activities
such as planting of tree saplings and promoting environmental protection awareness
amongst our plant employees through an exhibition van sent by the State Pollution Control
Board. To observe National Safety Day, we celebrate the entire month as Safety Health
Environment Month at all our manufacturing facilities. Our main objective is to promote
safety, health and environment protection to our employees, their families and our local
communities.
3P (Pollution Prevention Pays) is our way to engage employees to work for Green Projects
like Recycling, Reuse, Reduce Recover. Employees who come up with innovative 3P
Projects, aimed at protecting the environment, are recognized by the 3M India Leadership on
a quarterly basis. 3M, globally, has in place a robust Environmental Health Safety (EHS)
policy which has objectives related to environmental protection and to providing safer work
places at all our plant locations.
At our upcoming manufacturing facility at Pune, a substantial investment has been made
towards installing a Thermal Oxidizer to burn organic vapors at the highest standard thereby
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ensuring that there is no pollution to the ambient environment. As part of our commitment to
resource conservation, we have our own Sewage Treatment Plant and follow the pollution
control board norms to reuse water for gardening purposes and other miscellaneous needs. In
2007, we invested substantial funds to revamp the Sewage Treatment Plant at our Bangalore
plant.
Under the 3M Restriction of Hazardous Substance Policy (3M-RoHS), a global
environmental initiative on Environmental and Health Protection, we recently made
investments to purchase lead free soldering equipment to support a lead free working
environment which protects both our employee and the environment.
In addition, we have a number of employee welfare activities for plant employees like
educational scholarships for children, emergency loans and the like. On an annual basis,
office-based employees collect books, clothes, blankets and such other items and donate
them to charities. In addition, 3M Clubs (a company sponsored, employee run club to
promote social interaction amongst employees) present in all the major cities in India often
take on projects that are of service to the under-served in our community.
Careers
3M's success is delivered day in and day out by its people. For more than a hundred years the
ideas and determination of talented individuals have ensured continuous growth so that today
we are a $30 billion global business with about 84,000 employees.
Why not join us? We are an open and exciting company where every person has the chance
to use their energy, creativity and skills to make a real contribution. Working at the leading
edge of innovation means people are stretched constantly and are focused on delivery of
individual and team targets. The reward for you is a challenging, stimulating career with a
range of opportunities across seven diverse businesses - and ongoing structured development
means you will grow, develop and discover new horizons. Our success will become your
success.
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Leadership Development
People who join 3M and demonstrate leadership capability have access to a structured
curriculum of leadership development programmes. One example being our global, intensive
three-week Accelerated Leadership Development programme. We also have specific
functional programmes, such as the Marketing Leadership Development programme. In India
we run a Leadership Development Programme specifically for high potential managers in
conjunction with DFS Consulting.
Performance Management
We believe people should understand how their contribution adds value to the business.
Therefore every individual has clear objectives, linked to team and business objectives. These
are reviewed at least every year. In addition, the Employee Contribution and Development
Process (EC&DP) is a process for measuring and shaping individual contribution and
development. We also gather feedback through surveys from employees to ensure the
EC&DP is working and that people have written personal objectives in place.
Two-way Communication
We actively promote two-way communication between employees and the company in a
number of ways, including through employee forums. One issue that has been raised through
this process is work/life balance and we are addressing this with positive action, for example
through counselling and training in stress management and flexible work timings.
If facing new challenges excites you, if you want to work for a company that is more than a
100 years old and be part of a family that takes care of you, then 3M is the place for you.
Visit our Careers section for more information on the opportunities we have to offer and the
work culture at 3M India.
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CHAPTER 3 - RESEARCH METHODOLOGIES
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RESEARCH METHODOLOGY
Objectives
To study the consumer behaviour of the 3M wood working 20 spray adhesive
How does the consumer respond to the product
To find out the defect of the product
To find out the after sales response of the product
Research Approach
The research worker contacted the respondents personally with well- prepared
sequentially arranged questions. The questionnaire is prepared on the basis of objectives of
the study. Direct contract is used for survey, i.e., contacting employees directly in order to
collect data.
Sample size
The study sample constitutes 50 respondents constituting in the research area.
Sampling Area
The study is conducted in Bangalore at Wholesalers shops and Retails outlet from the
customers of 3M woodworking20adhesive spray
Sampling Design
The researcher has used probability sampling in which stratified random sampling is
used.
Collection of Data
Most of the data collected by the researcher is primary data through personal
interview, where the researcher and the respondent operate face – to – face.
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Research Instrument
The researcher has used a structured questionnaire as a research instrument tool which
consists of open ended questions, multiple choice and dichotomous questions in order to get
data. Thus, Questionnaire is the data collection instrument used in the study. All the questions
in the questionnaire are organized in such a way that elicit all the relevant information that is
needed for the study
Statistical Tools
The statistical tools used for analysing the data collected are percentage method, bar
chart and pie chart.
Analysis of Data
The data are collected through survey and books, reports, and internet etc., the survey
conducted among the consumers of 3M woodworking 20 Adhesive spray. The data collected
by the researcher are tabulated and analysed in such a way to make interpretations.
Various steps, which are required to fulfil the purpose, i.e., editing, coding, and
tabulating. Editing refers to separate, correct and modify the collected data. Coding refers to
assigning number or other symbols to each answer for placing them in categories to prepare
data for tabulation refers to bring together the similar data in rows and columns and totalling
them in an accurate and meaningful manner The collected data are analysed and interrupted
using statistical tools and techniques.
Limitations of the study
The survey is subjected to the bias and prejudices of the respondents. Hence 100%
accuracy can’t be assured.
The researcher was carried out in a short span of time, where in the researcher could
not widen the study.
The study could not be generalized due to the fact that researcher adapted personal
interview method
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Statement of Problem
The need of study is to analyse the customer behaviour of 3M wood working 20 spray
adhesive. It gives clear cut information about decision making of the 3M wood working
20 spray adhesive .
The market research study help in to understand the current market and the public
attitude, perception towards the company Market research serves a single purpose which
assist the management in making better decision and help them in recognizing and
reacting to the market opportunities and problem.
Chapter Scheme
Chapter 1: Introduction
Chapter 2: Industry profile & company Profile
Chapter 3: Research Methodology
Chapter 4: Data Presentation, Analysis and Finding
Chapter 5: Summary of Findings
Chapter 6: Recommendation
Chapter7: Conclusion
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CHAPTER 5 - DATA PRESENTATION, ANALYSIS AND FINDINGS
From this following chart it is understood that most of the customer that come is carpenters coming into the retail shop or wholesaler is i.e. 54%, contractors 30%,,engineer 4% and architects 12%.
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5.2 How often do you use 3M product/service?
So.no Particular Total Percentage
1 Once per week or more 2 4%
2 2 to 3 times per month 4 8%
3 Once per month 25 50%
4 Less than once per month 19 38%
50
4%8%
50%
38%
Offen use of 3M Poduct/Service
Once per week or more 2 to 3 times per month Once per month Less than once per month
Interpretation
Most of the consumer have responded that it depends according to the work that they r going 2 do it might be once or according to the work to complete.
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5.2 What would be your main reason for buying the product?
So.no Particular Total Percentage
1 Quality 26 52%
2 Quantity 3 6%
3 Brand 5 10%
4 Price 0 0%
5 Work done faster 16 32%
50
Quality Quantity Brand Price Work done faster
0
5
10
15
20
25
30
Reason for buying the product
Particular
Tota
l
Interpretation
From the above chart we can understand that the customers have liked the quality of the product that is the main reason that they would like to buy the product and compared to other product the work can be done faster. But the price of the product is high that why most of the customers don’t prefer to buy the product .
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5.4 Based on the description, what price would you expect to pay for the service? Please record one number
So.no Particular TotalPercentage
1 610 2 4
2 500 14 28
3 450 20 40
4 300 14 28
50
4%
28%
40%
28%
Price of the product
610 500 450 300
Interpretation
Most of the consumer would not like to increase their expense thought they like the product all want it at a lower rate.
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5.5 If you wanted to buy/have this new service, which purchase method would you most prefer?
SO.no Particular TotalPercentage
1 Calling and ordering by telephone 30 20
2 Ordering through the mail 10 60
3 Going to the company/place of business/wholesale store 10 20
50
0102030
Purchare of product
Series1
Interpretation
Most of the consumers would like save their time so that they can do their work fast by not wasting time .once the consumer become the regular customers of the retail shop or wholesaler then it wil become easy 2 make a good relationship with the wholesaler.
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5.6 Would you recommend our product/service to contacts within your industry?
S.no Particular TotalPercentage
1 Definitely 30 60
2 Probably 10 20
3 Not sure 1 2
4 Probably not 9 18
Definitely not 0 0
50
Definitely60%
Probably20%
Not sure2%
Probably not18%
Recomand our Poduct
Interpretation
Most of the consumer would recommends the product .but some of the consumers would not because of the price of the product is too high.
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5.7 Thinking of similar products/services offered by other companies, how would you compare our product/service offered to them?
S.no Particular TotalPercentage
1 Much better 40 80
2 Somewhat better 7 14
3 About the same 3 6
4 Somewhat worse 0 0
5 Don’t know 0 0
50
Much better Somewhat better
About the same
Somewhat worse
Don’t know0
5
10
15
20
25
30
35
40
Comparison of other Product
Interpretation
The consumer have liked the product than the other because they can do there work fast some saying that the product is the same .
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5.8 Have you ever seen the brand name in advertisement?
S.no Particular TotalPercentage
1 Yes 10 202 No 40 80
50
20%
80%
AdvertisementYes No
Interpretation
Most os the customer have not seen the brand at advertisement only 20% have knowledge about the company and the product .
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5.9 Does Advertisement made any effect on your purchasing decision of brand?
S.no Particular TotalPercentage
1 Yes 27 54
2 No 21 42
3 Can't say 2 4
50
Yes No Can't say0
5
10
15
20
25
30
Advertisement Effect in Purchase Decission
Interpretation
Yes most of the consumers had no knowledge about the product when they understood how and what is the product used they got attracted to the product/brand.
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5.10 Have you ever tested or tried this product?
S.no Particular Total Percentage1 Yes 3 542 No 47 42
50 4
6%
94%
Tried the Product
YesNo
Interpretation
As this is a new product most of the consumers were not aware of the product how it is use n what all can be done in by using this product.
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5.11. Your preference for product purchase is usually at
S.no Particular Total Percentage
1 Price of the product 0 0
2 Quality of the product 26 52
3 Brand name of the product 24 48
4 Availability of any brand / any product 0 0
You prefer to go with this brand due to 0 0
50
Price of the product
Quality of the product
Brand name of the product
Availability of any brand / any product
You prefer to go with this
brand due to
0
5
10
15
20
25
30
Series1; 0
Reson for Purchase
Axis Title
Interpretation
Most of the consumers will buy the product because of it Quality the way the product can be used in various application and the bonding can be done fast .but since the price is high only a few who can afford the product will buy it .
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5.12 Overall, how interested are you in buying this service?
S.no Particular Total Percentage
1 Not at all interested 10 20
2 Not very interested 3 6
3 Neither interested nor uninterested 7 14
4 Somewhat interested 10 20
5 Extremely interested 20 40
50
20%
6%
14%
20%
40%
Intrest of buying the product
Not at all interested Not very interested Neither interested nor uninterested Somewhat interested Extremely interested
Interpretation
Some of the customers who know how is the product and what all can be done by the product will by but some of the consumer will not buy the product because of it high price and their own principals.
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5.13 Overall, what is your reaction to the described product?
So.no Particular Total Percentage
1 Poor 4 8
2 Fair 0 0
3 Good 7 14
4 Very Good 12 24
Excellent 27 54
50
Poor Fair Good Very Good Excellent0
5
10
15
20
25
30
Reaction to the described product
Axis Title
Axis Title
Interpretation
The need of the consumer is 2 strict wood and to get there work done fast in this graph it shows that the consumer is satisfied with the product and its ways of using the product, buy some customer is not because of the price and the application cannot be used in all the material.
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5.14 Would you purchase our product/service again?
So.no Particular Total Percentage
1 Definitely 17 34
2 Probably 22 44
3 Not sure 2 4
4 Probably not 3 6
Definitely not 6 12
50
34%
44%
4%
6%
12%
Purchase again
Definitely Probably Not sure Probably not Definitely not
Interpretation
Most of the customer save the cost so only those who fine the product is affordable they will buy it .Majority of the consumers are impressed with the product.
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CHAPTER: 6 SUGGESTION AND FINDINGS
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FINDINGS
The customer that comes is carpenters coming into the retail shop or wholesaler are i.e. 54%, contractors 30%, engineer 4% and architects 12%.
Most of the consumer have responded that it depends according to the work that they r going 2 do it might be once or according to the work to complete.
The customers have liked the quality of the product that is the main reason that they would like to buy the product and compared to other product the work can be done faster. But the price of the product is high that why most of the customers don’t prefer to buy the product .
The consumer would not like to increase their expense thought they like the product all want it at a lower rate.
Most of the consumers would like save their time so that they can do their work fast by not wasting time .once the consumer become the regular customers of the retail shop or wholesaler then it will become easy 2 make a good relationship with the wholesaler.
Most of the consumer would recommends the product .but some of the consumers would not because of the price of the product is too high
The consumer have liked the product than the other because they can do their work fast some saying that the product is the same.
Most of the customer has not seen the brand at advertisement only 20% have knowledge about the company and the product.
Most of the consumers had no knowledge about the product when they understood how and what is the product used they got attracted to the product/brand.
This is a new product most of of the consumers were not aware of the product how it is use n what all can be done in by using this product.
The consumers will buy the product because of it Quality the way the product can be used in various application and the bonding can be done fast .but since the price is high only a few who can afford the product will buy it .
The customers who know how is the product and what all can be done by the product will by but some of the consumer will not buy the product because of it high price and their own principals.
The consumer is 2 strict wood and to get there work done fast in this graph it shows that the consumer is satisfied with the product and its ways of using the product, buy some customer is not because of the price and the application cannot be used in all the material.
The customer save the cost so only those who fine the product is affordable they will buy it .Majority of the consumers are impressed with the product.
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SUGGESTION
The company should provide sample to the consumer so that they can test the product and know how good it is.
They should provide all the stores with stock They should give advertisement for the product The should provide with relevant information to the consumer
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CONCLUSION 3M is a very successful and well reputed company in the Industrial and Transportation
Business, Health Care Business, Consumer and Office Business, Safety, Security and
Protection Services Business, Display and Graphics Business, Electro and
Communications Business the customers of 3M are mostly satisfied with the Product
provided by them. Though there is some dissatisfaction in areas like Price of the product,
Application cannot be used in all the woods and it will take more than the time given for
bonding.. Provide ad for the product and Provide proper information to the employees,. 3M is
a pioneer in its fields and keeps its employees motivated and satisfied, I see a bright and
successful future for this company.
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ANNEXURE
QUESTIONNAIRE
Please take a few moments to complete our product satisfaction survey. Your responses will
help us to address any issues that you may have as well as to better target our products and
Services to meet your needs. You responses will be kept confidential.
This survey will take approximately 5 minutes to complete.
Name:
Age:
Gender:
1. What is your employment status?
a) Interior Designer
b) Engineer
c) Carpenter
d) Contractor
e) Other
6 How often do you use 3M product/service?
a. Once per week or more b. 2 to 3 times per monthc. Once per month d. Less than once per month
3. What would be your main reason for buying the product?
a. Quality
b. Quantity
c. Brand
d. Price
e. Work done faster
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4. Based on the description, what price would you expect to pay for the service? Please record one number
a) 610b) 500c) 450d) 300
5. If you wanted to buy/have this new service, which purchase method would you most prefer?
a. Calling and ordering by telephoneb. Ordering through the mailc. Going to the company/place of business/wholesale store d. Using the Internet
6. Would you recommend our product/service to contacts within your industry?
a. Definitelyb. Probablyc. Not sured. Probably note. Definitely not
7. Thinking of similar products/services offered by other companies, how would you compare our product/service offered to them?
a. Much betterb. Somewhat betterc. About the samed. Somewhat worsee. Don’t know
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8. Have you ever seen the brand name in advertisement?
a) Yesb) No
9. How would you ratify the commercials on the factor of Script of Ad?
a) Excellentb) Goodc) Can’t Sayd) Not so goode) Not have any effect
10. Does Advertisement made any effect on your purchasing decision of brand?
a) Yesb) Noc) Can't say
11. Have you ever tested or tried this product?
a) Yesb) No
12. Your preference for product purchase is usually at
a) Price of the productb) Quality of the productc) Brand name of the productd) Availability of any brand / any producte) You prefer to go with this brand due to
13. Overall, how interested are you in buying this service?
a) Not at all interestedb) Not very interestedc) Neither interested nor uninterestedd) Somewhat interestede) Extremely interested
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14. Overall, what is your reaction to the described product?
a. Poorb. Fairc. Goodd. Very Goode. Excellent
15. How often do you use products from this [Service Category]?
a. Every day b. Once a week c. Once a monthd. Two-three times a yeare. Once a yearf. Less ofteng. Never used
16. Would you purchase our product/service again?
a. Definitelyb. Probablyc. Not sured. Probably note. Definitely not
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DAILY REPORT
Balaji Plywood 1 9341226358 NILL Ravi Kiran Yes No
2Ramja Warny(S.R Furnitures) 9731066884 NILL NILL Yes No
3 Sri Karth.R(Wood India) 9845244474 NILL NILL Yes No
4Shaif(Bangalore Plywood) 9449520000 NILL NILL Yes No
Nataraj Timber 1 7760883009 NILLViswanath RC Yes No