1 A PROJECT REPORT ON ESTIMATION OF MARKET SIZE AND POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI MARKET FOR EVEREST INDUSTRIES LTD. SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF TWO YEAR FULL TIME COURSE MASTER IN BUSINESS ADMINISTRATION SUBMITTED BY ANKIT SODANI (2005-2007) BRACTS VISHWAKRMA INSTITUTE OF MANAGEMENT PUNE - 411048
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Estimation of market size and potential of fibre cement boards for mumbai market
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1
A
PROJECT REPORT
ON
ESTIMATION OF MARKET SIZE AND POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI MARKET
FOR
EVEREST INDUSTRIES LTD.
SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF TWO YEAR FULL TIME COURSE
MASTER IN BUSINESS ADMINISTRATION
SUBMITTED BY
ANKIT SODANI (2005-2007)
BRACTS VISHWAKRMA INSTITUTE OF MANAGEMENT
PUNE - 411048
2
CERTIFICATE
TO WHOMSOEVER IT MAY CONCERN
This is to certify that Mr. ANKIT SODANI, a student of our institute VISHWAKRMA INSTITUTE OF MANAGEMENT has successfully
completed the project on ESTIMATION OF MARKET SIZE AND POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI MARKET with specific reference to EVEREST INDUSTRIES LTD. undertaken in EVEREST INDUSTRIES LTD. from 1st June 2006 to 31st
July 2006
This is the original study of Mr. ANKIT SODANI. The sources used by him have been acknowledged by in his report. The report is submitted in the partial fulfillment of two
years full time course in MASTER IN BUSINESS ADMINISTRATION (2005
2007) as per the guidelines of the Pune University.
Prof. Yuvraj Lahoti Dr. Sharad .L. Joshi (PROJECT GUIDE) (DIRECTOR)
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Preface
As a part of M.B.A. it is required to present a project report. For this purpose one has to associate him self / her self with an industrial / commercial period of minimum eight weeks.
The project contains a comprehensive treatment of marketing research and its result in theoretical form as well as graphical presentation this will enable its implication for the company, its product, service and the consumer.
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Acknowledgement
It is always a difficult task to acknowledge all those who have been of tremendous help in an academic project of this nature and magnitude nevertheless, I have made a sincere attempt to express my gratitude to all those who have contributed to the successful completion of this project through this project report.
As I presents this report on Estimation of Market Size and Potential of Fibre Cement Boards For Mumbai Market In Everest Industries Ltd. West Zone Mumbai. I am aware of the humanity and gratitude towards all the individuals who have so kindly offered me their time, skill, knowledge, advice, and facilities, or guidance.
I am extremely grateful to Mr. Rahul Chopra
Vice President (Marketing) Everest Industries Ltd. West Zone Mumbai (Company guide) for giving me this opportunity to develop this project and making all the resources available to me with the intention of success of this project.
I would also like to thanks Mr. V. P. Singh Manager (Marketing) of Everest Industries Ltd. West Zone Mumbai (Company guide) for his idea, advice, knowledge, and about all his support throughout this project, which was constant source of inspiration.
I also take this opportunity to express my deepest gratitude to my Project Guide Prof. Yuvraj Lahoti (College guide) for his constant support, guidance and encouragement.
My special thanks to MANAGING DIRECTOR of EVEREST INDUSTRIES LIMITED INDIA for giving me the permission and opportunity to work in his esteem organization for 2 months internship program.
Last but not the least I would like to thanks my parents and my all family members, all the employees and all my friends who have always been a strong support during the entire course of my project and without their co-operation the completion of this project would not have been possible.
ANKIT SODANI
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Sr. No. Title Page No.
1. Executive Summary 1
2. Introduction to the Topic 2
3. Reason for Selecting the Topic 3
4. Objective of the Project 4
5. Company Profile 5
6. SWOT Analysis 12
7. Product Profile 13
8. Theoretical Background 16
9. Research Methodology 19
10. Data Analysis 22
11. Observations and Findings 35
12. Limitations 36
13. Conclusion 37
14. Suggestion and Recommendation 38
15. Bibliography 39
16. Annexure 40
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1. Executive Summary
The following report deals with the project undertaken for Everest Industries
Ltd. The company is in the manufacturing & marketing of fibre cement roofing
& building material products. It manufactures non-asbestos plain boards. It also
manufactures corrugate roofing sheets, flat fibre cement boards and E
BOARD CLASSIC (designer cement board). Everest is the first company to
launch fibre cement boards and designer boards first time in India. Everest is the
only company who manufacture quality non-asbestos cement boards in India.
The project is the study regarding ESTIMATION OF MARKET
SIZE/POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI
MARKET . The main objective of this project was determining the market size
and potential. The secondary objective was finding market share of Everest Ind.
And the competitors in Mumbai for fibre cement board market, potential in
project and retail segment, problems and weaknesses of the Everest fibre
cement boards and suggestions or recommendation for them. This project was
done particularly for fibre cement boards. The above tasks were very
challenging quite learning, which completed through an intensive research
conducted.
A systematic approach was used to achieve the above-mentioned objective. To
minimize the error and gather the correct information, survey technique was
used and structured questionnaires were prepared for dealers and retailers,
which include both close ended and open-ended questions. Personal interviews
and observation also proved very useful to collect the right information. For this
purpose, a sample area was taken under consideration
The project not only deal with the information regarding Everest cement boards
but of all other brands in the Mumbai market, the Everest cement boards had
some problems and findings, which work obstacles in the success of it in the
market. The report also deals with the suggestion and recommendation for them
company need to adopt in order to improve the market size and potential of the
brand.
The margin of error was kept as low as possible but existence of error would
have occurred because of limited time span.
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2. Introduction to the Topic
The topic of my summer project is Estimation of market size and potential of
fibre Cement Boards for EVEREST INDUSTRIES LTD; is first Indian
manufacturing company of fibre cement boards and designer cement boards.
In this project, it needs to understand the exact market potential of Fibre cement
Boards in Mumbai market and also the existing market share of E-Board .As
Everest is a pioneer in Fibre cement building products in India since 1934,
always try to be an innovative company and offers various customized products
in the market.
The main competitors existing in the market are Charminar, Bison boards,
swastik, Hilux, and to some extent Plywood & MDF, and also some other small
brands. EVEREST is the oldest and first company in this industry in India but
its product E
BOARD and E
BOARD CLASSIC is trying to reflect their
image as a Brand and trying to reach at a height where nobody can even
imagine. The brand is very popular and oldest in India. EVEREST brand is well
known in Mumbai.
The project for estimating market size & potential of the brand, market position,
size/potential of other brands, reasons for not expected potential of the brands
after well known of brand in Mumbai only. Company s weak points and other
problem and solution and suggestion for them so that company may be able to
know where does the brand stand? and what steps company needs to be
taken in order to increase the existing market potential of company, largest
market size or share of the brand? So that it may increase expected market
share of company. Any company cannot afford to be ignorant in the competitive
market if they want their products to be successful.
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3. Reason for Selecting the Topic
The topic for the project as mention earlier was to TOPIC which was not only
includes the market size, potential and, market share of the brand but much
others information too.
I was asked to collect all the information regarding brand and all different flat
cement board brands are available in the market, their market share, potential,
market size, E
BOARD and E
BOARD CLASSIC, its weak point or
problem and suggestion or recommendation for them. Thus, there was immense
work to do be done. This all does include a very intensive Market research.
Actually it involves field work as well as deep study of market mix of the brand.
An intensive market survey of dealers and retailers were needed to complete.
This topic was related to purely market survey and it was real market research.
Thus, the topic was interesting, challenging, learning, and very much real.
The company was facing the problem of availability, timely delivery / supply,
quality, and service, as compared to other brands in the market; the project was
a real challenge and so become interesting.
As the product was a BUILDING MATERIAL product and BUILDING
MATERIAL sector is the most booming, growing and competitive sector at this
era. In this sector much more scope of learning and much opportunity. This is
the sector, which gives that experience that no any other sector can give. No
marketer can survive in the competition in this sector without sound strategy
and policy. Therefore the project was challenging as well as learning.
I had to study the product market in depth and information regarding brand (E
BOARD and E
BOARD CLASSIC) not only for us but also about
competitors, their strategy, their strengths and company s weaknesses. This all
involves a deep market research and thus were quite challenging and
knowledge.
Thus, the project was great opportunity for me and as I always wanted to have
experience of the competitive BUILDING MATERIAL sector, hence I opted
for the project.
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4. Objectives
Title of the Project
Estimation of Market Size and Potential of Fibre Cement Boards for
EVEREST INDUSTRIES LIMITED
Objective of the Project
1. Primary Objective
The primary objective of the project is to determine the total potential of
fibre cement boards for Mumbai market.
2. Secondary Objective
1. To determine the Market Share of E-Board & Competitors
2. To determine the Present Market Position of E-Board
3. To determine the sale in project as well as retail segments
4. To identify the problems or any kind of steps that needs to rectify
5. Suggestions and Recommendations
Scope of the Project
The project was done for the fibre cement boards.
It was completed for the Everest industries ltd
Area for the study Mumbai and Thane district
Sample size was 210
It covers only west zone information.
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5. Company Profile
EVEREST INDUSTRIES LIMITED
About Company
Everest Industries Limited is the pioneer of the fibre cement products in the
country and is one of the fastest growing building material companies in India.
It started operation in 1934 at Kymore in Madhya Pradesh and today has 3 other
plants at Nashik in Maharashtra, Podanur in Tamil Nadu, and Kolkata. All the
manufacturing units are IS / ISO 9001:2000 certified. The Kymore and Podanur
in Tamil Nadu manufacturing units are also accredited with IS / ISO 14001, the
global standard for environment management system. The company has an all
India presence with a wide distribution network. It has a modern R&D center at
Nashik.
The company has a wide and well organized sales and distribution network all
over the country with a turn over of around RS. 200 crore (RS. 2 billion), the
company is going through a phase of consolidating its recently launched new
generation products and maintaining the leadership status in fibre cement
industry.
Everest Industries Limited is not only a manufacturer of corrugated roofing
sheets, accessories and cement board but also provide complete solution to your
need of industries and commercial roofing, exterior and interiors.
Everest Industries Limited pioneered fibre products in Asia and is one of the
fastest growing building material company in India. It started its operations in
1934 and today, has ultra modern exporting facilities spread across India. All
exporting units are as per IS / ISO certified.
We offer a versatile range of fibre cement products covering both roofing as
well as boards. Our product range has gained wide acceptance in Asia, Africa,
south pacific and Europe.
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Everest Industries ltd. is committed to retaining leadership in building material
through constant product innovation. Everest is also first company in Asia to
introduce compressed cement boards
E
Boards Endura . We have
experience in producing over 600 million sq. mt. of roofing and over 15 million
sq. ft. of fibre cement boards. Our currently capacity for producing non
asbestos fibre cement roofing and boards are 4.6 million sq. ft. and 10 million
sq. ft. per annum respectively. All our products conform to International
Standards and Manufactured with Latest European Technology.
We believe in providing more durable, more efficient, market oriented superior
alternatives to traditional building materials. This is achieved by continuous
product and process development though strong R&D and technically
competent manpower. The combinations of innovative building solutions along
with our trained manpower enable us to provide excellent pre and post
sales
service.
E
Board range of fibre cement boards is manufactured from a homogenous
mixture of Portland cement, treated cellulose fibres finely ground silica and
quartz and other select mineral fillers at a state
of
the
art unit using
sophisticated, digitally
controlled processes. The principal components of the
mixture are cement and cellulose fibre. Cement acts as a hydraulic binder and
the cellulose fibres interlock with the cement and quartz matrices to add
strength to the boards. Absolutely no asbestos is using during the entire process,
making our products 100% asbestos free.
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Company Photo
Network
The Company has direct sales Offices in each of the metro cities in India
supported by Sales representatives and Dealers all over the country. The
Company has also exported its highly successful product of fibre cement board,
designer board, acostyle and hi tech to the US and to a smaller extent, the
Middle East, Netherlands, Italy, Chaina and Germany.
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