Summer Training Project ReportOn Study on consumer buying
Behavior and level of satisfaction at Nilkamal Ltd.
Submitted to:KCC Institute of ManagementKnowledge Park- I,
Greater Noida
Under the Guidance ofProf. Arun PrakashSubmitted towards the
partial fulfillment of PGDM Program(2011-13)
Name of the student: - Vikash KumarRoll no 201102039
PREFACE
The research report program is designed to give the impact to a
candidate who would be the manager of the future. It gives idea
about the corporate happing and markets position. The real life
position is entirely different from stimulate exercise enacted in
an article environment inside the class room. It is because of the
reason that the research report programmed is designed so that the
manager of tomorrow does not feel odd when the time comes to should
the responsibility. The experience that I have gathered during my
research report has certainly provide me a remarkable experience,
which I believe that will help me to shoulder any assignment
successfully in future. By going through the research one can find
my work more informative & interesting by knowing the various
view point of the respondent. The finding and interpretation gives
a clear picture about the streamlining the sale and distribution.
Of course every study has some limitation, which is mention on the
last.
DECLARATION
The summer training project on CONSUMER BUYING BEHAVIOUR AND
LEVEL OF SATISFACTION AT NILKAMAL LTD. under the guidance of Mr.
Uday Pankaj Dwivedi , Regional Manager at NILKAMAL LTD., Patna is
the original work done by me. This is the property of KCC Institute
of Management, Greater Noida & use of this report without prior
permission of the institute will be considered illegal &
actionable.
Date : Signature VIKASH KUMAR Roll no.- 201102039
ACKNOWLEDGEMENT It is the great pleasure to have this
opportunity for the preparation of this project. We have highly
obliged by KCC Institute of Management for giving the opportunity
of this dissertation.We take an opportunity to acknowledge our
indebted to Honorable Chairman Sir Dr. Deepak Gupta, and the entire
respected Faculty for making available all facilities in fulfilling
the requirement for the reasonable work.I wish to acknowledge my
thanks to Prof. Arun Prakash my guide for their valuable
co-operation and efforts for the preparation of this project.I also
thank to all the staff members who helped and guided me from
time-to-time in fulfilling my training successfully. Last but not
the least, I am also very much thankful to our parents, brother and
sisters for their continuous encouragement and moral &
financial support during this project and other people who helped
us in preparing this project knowingly and unknowingly.
Date: - VIKASH KUMARPlace: - NILKAMAL LTD. PGDM, 2011-13 Batch
(A-183, P.C. Colony, Kanakarbagh, R.O. Patna) Roll no. -
201102039
Table of Contents
Chapter I - Introduction to the consumer buying Behavior Chapter
II - Company Profile
Chapter III - Research Methodology
Chapter IV Analysis of Data
Chapter V Finding & Analysis
CHAPTER - 1Introduction to the consumer buying Behavior
CHAPTER 2COMPANY PROFILE
ABOUT THE COMPANYNilkamal Plastics is Asia s largest plastic
processor of moulded products. We make products that have changed
the very nature of the good transportation and furniture industry
in this region. The NILKAMAL GROUP, India's leading manufacturer of
Moulded Furniture and Material Handling Crates having a turnover in
excess of US$ 100 million and is also the world's largest
manufacturer of moulded furniture.The group commands market
leadership in India with five state of the art manufacturing
facilities in various states of India accredited with quality
certificates like ISO 9001 & ISO 14000. The group has not only
limited its manufacturing operations in India but have also gone
beyond Indian boundaries with its expertise in the field of
plastics and has set up Joint venture manufacturing facilities in
Sri Lanka (again an ISO 9001 certified unit) as well as Bangladesh.
Apart from having overseas manufacturing facilities the group also
has a warehousing facility along with a marketing office set up in
Ajman Free Zone, United Arab Emirates which will cater to the
requirement of customers in the Middle East & the African
continent.The group has a wide array of products in both the
furniture as well as crates segment. The Furniture product range
comprises of Chairs, Dining Tables, Coffee Tables, Trolleys, Shoe
racks, Multipurpose racks, Baby chairs stools etc to mention a few.
As regards crates the group has all sizes of crates that cater to
various industrial applications. Innovation is also a major asset
of the group and hence they are able to add at least 10 new
products to the already existing wide range.
MATERIAL HANDELING
MATERIAL HANDELING
Plastic crates have revolutionized Material handling in India
and NILKAMAL has been the pioneering spirit in this
revolution.Nilkamal manufacturer has a large variety of moulded
crates to suit different purpose across a wide gamut of
industry.Nilkamal has been in the material handling business for 20
years now- starting with the first plastic crates ever to be made
in India for the diary industry.They lay great emphasize on design,
keeping in mind the importance on transport productivity, quality,
space utilization & cost effectiveness. Today Nilkamal has
promoted the usage of these crates in almost every sector of the
economy, with tremendous benefits accruing the users.For the
convenience of users crates are being categorized based on the most
popular model sold in each industry.
CORPORATE WORLD
CORPORATE WORLDNilkamal's mission is to 'provide value through
convenience' to its consumers. We aim at attaining a firm grip on
the market through value initiatives directed towards our
stakeholders. Since inception, Nilkamal has traveled in only one
direction: upwards.
There has been no looking back and the company has persevered to
attain market leadership in this industry. In the first year of
production itself, the company witnesses a profit of more than Rs.
5 crores. The compounded growth has been 30% annually and today the
annual profits have reached Rs. 12 crores and 37 lakhs. Through our
years we have proven this track record.
DIRECTORS
Directors
MR VAMAN V PAREKH, 70 (Chairman) Mr. Vaman Parekh, one of the
founders of Nilkamal Group has been instrumental in making Nilkamal
a name to reckon with in the plastics industry. Under his
supervision, the production and technical activities of the Group
have helped Nilkamal emerge as the most revered brand name in the
plastics industry. Besides these, he has also taken part in many
social activities; he has been the Chairman of many plastics
organization and other social groups.
MR. SHARAD V PAREKH, 60 (Managing Director) Mr. Sharad V Parekh,
the co-founder of Nilkamal Group can be credited with having
pioneered the Material Handling business in India. He has played an
active role for more than three decades in providing material
handling solutions to varied requirements of almost all industrial
and thus enabled Nilkamal emerge as an expert Material handling
player in India. He plays an active role in organizations related
to plastics and other social activities.
MR. HITEN V. PAREKH, 42 (Executive Director) Mr. Hiten V. Parekh
monitors the day to day operations of the company. With his hands
on experience in the production and technical activities, he
supervises the overall functions of the Group. He has been
instrumental in launching @HOME -The complete Home Solutions Store
with refreshing furniture and accessories which is the Group's new
venture in Furniture.
MR. MANISH V. PAREKH, 37 (Director) Mr. Manish V. Parekh, the
Head of the furniture division presides over one of the fastest
growing business in the country. He is the pillar behind the
enormous dealer network which is responsible for catering to
requirements from the remotest region of the country. He monitors
the daily functions of the plastic furniture division. Under his
guidance, @HOME has grown in a short span of time to provide
quality furniture, accessories, design solutions, professional
guidance, interest free loans, etc
MR. NAYAN S. PAREKH, 33 (Director) Mr. Nayan S. Parekh, the Head
of the Material Handling Division, is steering Nilkamal to a strong
position in the international Material handling industry. A
Bachelors in Plastics Engineering from UMASS, Lowell, USA, he has
worked hard to innovate, design and provide material handling
solutions comparable to international standard.His aim at making
Nilkamal a One Stop. Material Handling Shop for all industries by
providing solutions in plastics and metal is revolutionizing the
Material handling industry. He is the brain behind Nilkamal Bito
Storage Systems Pvt. Ltd., which is a Joint Venture between
Nilkamal and Bito Lagertechnik Bittmann GmbH, Germany. This Joint
Venture company will commence manufacture of metal racking and
shelving systems in India by Jan'07.
PLANT LOCATION
Nilkamal has business presences in over 30 locations all over
the country and manufacturing facilities in all four corners of the
region.
West India
A) Kharadpada, Silvassa (Union Territory- Factory of NILKAMAL
Crates & Bins Pvt. Ltd.) The ISO 9001: 2000 factory complex has
an area of 35,000 sq.meter with an installed capacity of 9000
metric tons Per Annum. This factory houses manufacturing facilities
like Injection moulding, Rotational moulding, Polypropylene
Corrugated box, Vacuum forming & Blow moulding product. This
factory is primarily focused on Material Handling products and OEM
products for customers such as defense, automobile manufacturer
etc.
B) Vasona, Silvassa (Union Territory)This 30,000 sq. meter, ISO
9001:2000 factory complex has an installed capacity of 13,500
metric tons Per Annum at present for manufacturing of Moulded
Furniture & Material Handling Crates.
C) Sinnar- Nashik (Maharashtra)This 22,000 sq. meter, ISO
9001:2000 factory complex has an installed capacity of 6800 metric
tons Per Annum primarily to manufacture crates for Fruits &
Vegetable industries.
North IndiaGreater Noida (Uttar Pradesh)This 16,000 sq. meter,
ISO 9001:2000 factory complex has an installed capacity of 11,500
metric tons Per Annum for manufacturing of Moulded Furniture &
Material Handling Crates
South IndiaPondicherry (Union Territory)This plant is
manufacturing Moulded Furniture System & Material Handling
products.This 13,500 sq. meter, ISO 14000 factory complex has an
installed capacity of 6200 metric tons Per Annum.
East IndiaBarjora (West Bengal)This 50,000 sq. meter factory
complex is 9001:2000 certified, has an installed capacity of 6200
metric tons Per Annum catering to Moulded Furniture & Material
Handling Crates business.
Over seas SubsidiariesSri Lanka: Columbo(NILKAMAL Eswaran
Plastics Pvt. Ltd.)The company has extended its business to other
countries through exports. Sri Lanka is considered as the growing
market for our goods. In a Joint Venture, the company has set up a
plant near Columbo. This 10,500 sq. meter, ISO 9001:2000 factory
complex has an installed capacity of 7500 metric tons Per Annum for
Moulded Furniture & Material Handling Crates
Bangladesh: Dhaka (NILKAMAL Padma Plastics Pvt. Ltd.)As part of
our expansion program, the Company has established a Joint Venture
in Bangladesh. This 12,500 sq. meter ISO 9001:2000 factory complex
has an installed capacity of 2200 metric tons Per Annum
manufacturing Moulded Furniture & Material Handling Crates.
COMPETITOR
COMPETITIORNilkamal faces competition in the field of plastics
products manufacturing mainly from two competitors:- Prince
SupremePrince
PRINCEWARE International Pvt. Ltd is Indias No. 1 manufacturer
and exporter of plastics houseware, thermoware and furniture.
PRINCEWARE is known for its quality products manufactured as per
the highest international standards. The process involves usage of
100% virgin plastics raw material, moulded at state-of the-art
manufacturing facilities. PRINCEWARE is ISO 9001:2008 certified and
is also the winner of Indias most prestigious exports award
PLEXCONCIL, since 1984.Keeping the customers needs in mind they
have been extending PRIVATE CABLE facility to select clients for
bulk supplies of products. They also provide in house design to
keep the client make a choice. With a view to reduce their
dependance and turnaround time, they have established their own
facilities, for table , bar codes, printing catalog & leaflets.
This reduces the lead time in big way resulting in fastest delivery
to clients.Starting their exports in 1976 today Prince product
fined their way to over 50 countries from South America , USA,
Africa, and Gulf to Fiji island in the east.They are rapidly
developing the domestic market s with networks of 150 distributors,
dealer, stokiest already in place. Their focus is also concentrated
on institutional selling . their client include among other of
Uniliver (India) Pvt. Ltd. , P&G, Nirma, Godrej, Colgate ,
Palmolive, Boost India , Pepsi, Coca Cola, Reliance Industries and
etc.Today PRINCE with its unique monogram enjoys a high brand image
globally. PRINCE has been certified by DNV ccertification B.V.
under accreditation of the Dutch Council for Accreditation (RvA) as
a Quality Management System Standard for design , manufacturing ,
development and marketing of all the products . they are the only
ISO 9001/2000 certified house ware company in India.
SUPREME
The supreme group is among India dynamic, fasted growing
conglomerates acknowledgement leader in the country plastic
industry, with a group turnover in excess of Rs. 12,000 million
(US$ 293 Million).
The group units together process over 82,000 tons of polymers
every year among the largest volume in India.The group 20
sophisticated manufacturing plants feature the world finest
technologies thanks to strategies collaboration with global leader
like:Wavin (Netherlands), Schoeller (Germany), Rasmussen
(Switzerland) and etc.
Supreme offer product like PVC fitting & pipes, moulded
furniture, crates, packaging films, Industries moulded product
etc.
Other FeatureI . Supreme is one of India's largest manufacturing
of crates,2. World class facilities fo ' r product engineering,
manufacturingand Research & Development.3. Nearly 100 different
models of crates and bins offered.4. Customized product development
also undertaken.
5. Among the largest supplier of bottle crates to CocaCola
&Pepsi.6. License of scholars, Germany for bottle crates
moulds.
The first India plastic company to get ISO 9002 certificate for
one of its units, Supreme is trying to get its entire plants
network and operation certified within the next three years.
Having harnessed frontline technology. Supreme has committed
substantial resources to new product application development e.g.
PVCSWR system, cross laminated film tarpaulin, greenhouse covers
and industrial racks etc.
Supreme product have found ready acceptance overseas from
Australia to the Middle East Europe to Africa.
SUCCESS STORY
SUCCESS STORY
To describe Nilkamal plastics evolution from a small family
owned plastics button maker to India leading listed company in
moulded plastics furniture is a simplistic way of describing its
success story. So we will throw in the fact that the Rs. 400 crore
company, which is also into material handling product, is the
world's largest manufacturer of plastic furniture, has establish
its presence beyond . India shores, It operates out of neighboring
ma ets like Bangladesh and Sri Lanka (where it is No I Brand) and
enjoy and impressive markets shares of close to 27% in India.And
it's the last bie that most significant, considering that the
moulded plastic business has been a commoditized one, dominated by
a large number of local players and only a handful of known brands
such as VIP Modem, Supreme, Prince and Cello.
Manish Parakh Director of Nilkamal plastics attributes the
company success to regular investment in two key areas Research
& Development and brand building. In its early day, the fully
moulded plastic chair was a novelty an exciting alternative to the
heavy and unglamorous looking wood and mortal chairs.
"People were shifting from steel and wood to plastic as they
were light, durable, inexpensive" say Parakh. That they also gave a
wide choice of eye catching colors and design helped. But there was
a hitch while plastic furniture was doing very well in the
institutional segment, such as offices, restaurant and in the
outdoor public places, the idea did not find enoughacceptances in
the home segment. The reason was that consumers did not see plastic
furniture as belonging to the living room, and bough it mostly
foroutdoor use. Nilkamal introduced innovative design and color
that went beyond the plain vanilla look, such as decorative chairs
and wood and granite finish. "We had to look for designs which fit
indoors" says Parakh.The industry also got a shot in the arm with
Reliance's Hamnagar plant coming up in 1990, and the supply of
polypropylene, one of the key ingredient, overshot demand for the
first time. With input cost down, moulded furniture become a lot
more affordable. Volumes went up but. bought its own share of
problem, such as high cost of transportation through it weight
less, Plastic furniture occupies a lot space. The solution was to
decentralize manufacturing, through regional plants, to reduce
freight costs. The first plant come up at Sinner in Maharahstra in
1991, and was followed by other in Silvassa, Pondicherry, Noida and
West Bangal.The multi location strategy also helped counter local
players, who were more nimble footed and aggressive and often
copied design and models, tweaking them slightly to avoid design
patent issues.Simultaneously, the distribution network was ramped
up and today, Nilkamal has an impressive 27 branches across the
country, with 430 direct distributors over 15,000 dealers and a 100
storage sales team. The distributor's selection process is rigorous
and every prospective partner is required to come down to the
company and here headquarters for a familiarization trip at their
own
expense. Once in Mumbai, they are losted by the company and over
a period of two day's are taken through an orientation program that
covers various departments like marketing sales, account and
quality. "We want them to understand the culture of the company
before the join". Say's Parekh. "By tee time they leave they have
met all the people on the way up. This way they feel part of the
company ftom day one.The international business is also picking
speed, and its Croma brand launched in Bangladesh last year , is
the second largest in that market. In Sri Lanka, where operation
were launched in 1999 the Nilkamal brand is already the market
leader, with over 75% market share. These say's Parekh time is
divided between the existing business and the @ home division, a
new retail chain of home famishing furniture and accessories. The
first @ store has been recently launched in Puna and will be
followed up with two more in Mumbai.But the core business is where
the action is, with input cost on the rise again. Parakh say's
local supplier resorting to using reprocessed material. Which is
lower quality that fresh or (virgin material). In fact's Nilkamal
latest commercial featuring actor Sanjat Suri address the issue.
According to Parakh over the next few year's the companies trust is
going to be on penetration and distribution especially in upcountry
markers. He plans to take Nilkamal markets share to 35% through
classic designs and value added products like cushioned sopha set
designed chairs plastic cupboards and molded cabinets. A new
experiment card Nilkamal home ideas is also underway in urban
markets. Where in distributors are been supported in setting up
stores next to there offices were the entire ranges of Nilkamal
furniture is displayed, Clearly Parakh sees plenty offering for
growth. Particularly in the chairs business, which makes up for 80%
of the plastic industry? "Wherever there are two lakes, a chair can
be placed" he says..
INTRODUCTION OF RESEARCH
INTRODUCTION OF RESEARCH
Research is an important source of knowledge.
It is an activity related to a systematic research for relevant
informational on a topic for relevant information knowledge.It is
based on observing experience or some empirical evidence and so the
out come of research is aimed at the discovery of new facts.It is
not always the final solution of any problem and therefore, one
research offers field or relating to a particular problem.
Research are conducted both in physical sciences like Physics,
Chemistry, Zoology or Geology and Social Sciences like Sociology,
Psychology, Economics conducted by a variety of methods like
historical method.
Descriptive method, experimental method, field study method or
case study method.All these methods have got their own merits and
demerits and used as per the need of the researcher.But in all
cases, the results are useful in enhancing knowledge in a
particular field.
RESEARCH OBJECTIVE
RESEARCH OBJECTIVE
Problem Defining
Identification of new prospect and SWOT analysis of Nilkantal
crates and bins.
To know the markets share of Nilkamal crates and bins.To find
out the satisfaction level of Nilkarnal crates user.Know the new
prospects of Nilkamal crates and bins.To have a comparative
analysis of Nilkamal crates and bins of its competitor.To conduct a
SWOT analysis of Nilkamal and its competitor.
RESEARCH METHODOLOGYSignificant of StudyThe survey is
significance in terms of gives the knowledge about the Market
Survey, New Prospects and SWOT analysis of Nilkamal crates and
bins. The universe comprise of the consumer of Gorakhpur City.
Generally all the consumers were targeted as this account for
maximum market share. Research Type:
Data Type:Sample size: 166Data Collection Method:Data Collection
Instrument:Sampling Technique:Descriptive ResearchPrimary
DataQuestionnaire & Direct Interview MethodPersonal
InterviewNonProbablistic Convenion Sampling.
(1) Do you use material handling plastics crates?
Response No. of respondentPercentage (%)
Yes 8350
No8350
Graph
Interpretation
The given chart and table show the no. of respondents who use
material handling plastics crates.It was found that 50% of the
respondents like to use material handling plastics crates and 50%
of respondents do not like to use plastics crates.Those respondents
who not using material handling crates are using metal box, wooden
box, plastic tray, Jute & Plastic Bags and etc.
(2) Which Brand of Crates do you prefer?
Name of Company No. of UserPercentage (%)
Nilkamal 6043.47
Prince4230.43
Supreme2215.94
Syntax096.52
other053.62
Interpretation :The given table and charts shows the brand
preference of respondents in plastic crates.It was found that
43.47% of total respondents Prefer Nilkamal which is at the top and
the second preference of respondents is prince with 30.43% and
third Supreme with 15.94.
(3) How many crates do you use?ResponseNo. of
respondentsPercentage %
Less than 1007185.54 %
Between 100-50044.80 %
More than 5001214.45 %
Graph
Interpretation The given table & charts shows that the total
no. of crates used by respondents.It was found that our 85.54%
respondents majority of them are using less than 100 crates, 4.81 %
of them use between 100 to 500crates and 14.45% of them use more
than 500 crates. Thus the majority of fever users are more than the
more users in the city of Gorakhpur.
(4) Which model of Crates do you use?
ResponseNo. of respondentsPercentage %
Jumbo2125.30 %
Multi Purpose4250.60 %
FPO Crates67.22 %
Ice boxes 1214.45%
Bottling crates 89.6%
Graph
Interpretation The given table and charts shows the percentage
of a various model of crates use by the respondent.If was found
that majority of respondent is 50.60% of the total respondent
prefer multipurpose crates. The second position goes to Jumbo
crates with 25.30%. Third position goes for ice boxes with 14.45%.
Fourth position goes for bottling crates with 9.6% and users of
other crates is 7.22% share. Thus it is clear that majority of user
prefer Jumbo and Multipurpose crates.
(5) What is the frequency of your purchase?ResponseNo. of
respondentsPercentage %
Monthly000
Quarterly00
Half Yearly00
Yearly83100%
Graph
Interpretation:The given table and charts shows how frequently
the respondent purchases the crates.
It was found that crates out of 100% respondent majority of them
prefer yearly purchase of crates. None of the total respondent
purchases the crates monthly or quarterly and half yearly.
(6) On what basis do you purchase the crates?
ResponseNo. of respondentsPercentage %
Brand Image1113.25%
Quality2934.93%
Price3946.98%
Others44.8%
Graph
Interpretation :The given table and charts shows the basis for
the purchase the crates. It was found that majority of people is
46.95% prefer price based purchase crates. The second basis goes
for quality with 34.93% and third 13.25 % and 4.8% is brand image
and other basis purchase of crates.
(7) Does price affect your buying behavior?
ResponseNo. of respondentsPercentage %
Yes83100%
No 00%
Graph
Interpretation The given table & chart shows the effect of
price of crates on buying behavior of customer.It was found that
the outcome was a single response. Among 100 % of respondents
majority of them supported that the price of the crates has an
affect buying behavior.
(8) Who take the purchase decision of crates?ResponseNo. of
respondentsPercentage %
Owner 12072.28%
Manager 3822.89%
Store incharge53.01%
Others 31.80%
Graph
Interpretation :The given table & charts shows the person
who take the purchase decision for crates.It was found that
majority of times 72.28% of total respondent says that owner of the
enterprise takes the purchase decision for crates. 22.89%
respondents say that manager of the enterprisetakes purchase
decision for crates. 3.01 of total respondents say that store
incharge take the purchase decision for crates. 1.80% says that
other person take the purchase decision.
(9) Are you satisfied with crates ?ResponseNo. of
respondentsPercentage %
Yes 5971.08%
No 2428.92%
Graph
Interpretation The given table and charts shows that the
satisfaction level of the cusomer with performance of creates.
It was found that the majority of the respondent i.e. 71.08% of
the total respondent is satisfied with the performance of their
creates. While only 28.92% of the consumer were not satisfied with
the performance of their creates.
(10) From which medium you aware about the creates ? ResponseNo.
of respondentsPercentage %
By Distributor 1315.66%
By Agent of Company 2226.50%
By Friends 4857.83%
Advertisement 00%
Graph
Interpretation The given table and charts shows the source of
awareness of consumer about the creates. It was found that 57.83%
of total respondent get aware about the different model of crates
through friends, 26.50% of them get aware through agent of the
company and 15.66% aware by distribuor. Advertisement of crates
does not exist in the market that is why they not play any role of
aware people. Thus there is more need of advertisement of crates
and bins.
(11) Should company focus on Distribution channel of Nilkamal
product?ResponseNo. of ResponsePercentage %
Yes 166100%
No 00%
Graph
Interpretation The given table and charts shows the need of
Advertisement and sales promotion scheme for crates.
It was found that the mojority of 100% respondent are agreeing
that is need of more advertisement and sales promotion scheme for
crates.
FINDING & ANALYSIS
FINDING AND ANALYSISMajority of users of crates i.e. 43.47% of
total user prefer Nilkamal crates. The second and third preference
of prince & Supreme crates with 30.43% and 15.94%.
Majority of user i.e. 85.54% of total are minor user of crates,
they use less then 100 crates. Majority user prefers Multipurpose
& Jumbo crates with 50.60% & 25.30%. The majority of user
crates i.e. 100% prefer yearly purchase of crates. Majority of
people prefer Price as basis for purchase with 46.98%. Majority of
customer are price affecting buying behavior of crates. Majority of
72.28% of total purchase decision taken byowner. I Majority of
respondent 71.08% are satisfying with the performance of crates.
More need of Advertisement and Sales promotion schemes of crates
and bins.
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH:
Reputated brand image of Nilkamal. Quality of Nilkamal products.
Durability of Nilkamal products Strength of Nilkamal products.
Reliability of brand name. Research & development and
innovation about the new model, colors and its uses. Wide range of
model. Satisfying customers need. Innovative model and colors of
Nitkamal product. Effective and Efficient management and workforce.
Extensive market research through research agent.
Long lasting goodwill of the company It has well qualified staff
which proper attention towards the need of the consumer.
WEAKNESS
WEAKNESS
Nilkamal crates have high prices as compared its competitors
(Prince& Supreme), Nilkamal concentrates only big user of
crates & bins and miner concentrates less user of crates &
bins. Nilkamal is not able to properly communicate its various
models, new innovation and its uses to the customers. Distribution
channel of Nilkamal is weak in comparison to its competitors. They
do not have market share in family segment. Peoples are not much
aware about its all product. Nilkamal doesn't provide proper sales
promotion schemes.
OPPORTUNITY
OPPORTUNITY
Superiority in field of plastic crates markets. Capturing the
foreign markets. Nilkamal cpn manufacturer special trolley for
inverter and battery. Special table and stand for computer system
& television etc can be manufactured. Small trolley can be
manufactured for home and departmental store. Nilkamal can
manufacture folding crates in order to save floor space when not in
use. New opportunities are arising due industrialization and
globalization.
THREAT
THREAT
The competitors of Nilkamal mainly Supreme and Prince can tend
to eat into the market share of Nilkamal with there much lower
rates.
According to some crates user their quality is also comparable
to the Nilkamal crates.
In such a scenario Nilkamal will have to reduce the price of its
crates other wise it might lose its precious customers to it s
Competitors.
CONCLUSIONS
Nilkamal is a customer friendly crate. Next to Nilkamal are
Prince and Supreme. Prince and Supreme are growing day to day
markets through its prices. Price of Nilkamal is high comparison to
its competitor. Weak distribution channel of Nitkamal. It's
concerned only major user of Nilkamal Product.
SUGGESTIONS Price of Nilkamal should be Justified( reduced).
Manufacture plastic plats display ray. Manufacture plastic
Defreedzer in Icemanufacturing plant. Height of Jumbo crates should
be increase. Width of handle crates should be increase. Bottom of
crates should be made stronger. Folding crates should be
manufacture. Start's the Advertisement program of Nilkamal crates.
Made more aware program of Nilkamal crates and bins. It must create
an impressive Punch line of Nilkamal Product (No compramise of
quality& price is name Nilkamal). More extensive distribution
channel is required to move the product to the customer. Company
should watch our retailer's price of Nilkamal crates. Company
should focus on low price and wide range of crates.
NEW PROSPECTS
New Prospects
1.Rubber Industry2. Refinery Industry3.Plastic Glass
Industry4.Storage
LIMITATIONS
LIMITATIONS
Few respondents don't cooperate with me in this survey.Most of
respondents didn't have time for supporting me in filling
Questionnaire.Respondents were not excited in providing detail
personal information.At the pick time (Morning) some respondents
didn't give the response due to rush.Those respondents who were not
interested in buying the product, they were support in filling the
Questionnaire.I have done my project in hot and humid summer which
was very hard.
ANNEXURE
Questionnaire
I Do you use material handling crates?
(a) Yes (b) No
2 Which brand of crates do you prefer more?(a) Nilkamal(b)
Prince(c) Supreme (d) others
3 How many crates do you use?
(a) Less than 100 (b) Between 100 to 500 (c) M ore theD500
4 Which model of crates do you use?
(a).Tumbo (b) Multipurpose (c) JBC (d) IceBox (e) Others
5 What is the frequency of your purchase?
(a) Monthly (b) Quarterly (c) Half Yearly (d) Yearly
6On what basis do you purchase the crates?
(a) Brand Image (b) Quality (c) Price (D) Other
7Does Price affect buying behavior? (a) Yes (b) No
(8) Who take the purchase decision for the crates?
(a) Owner (b) Manager (c) In charge (d)Other
9 Are you satisfied with crates?
(a) Yes (b) No
10 From which medium you aware about crates?
(a) By Advertisement (b) By Distributor (c) By Sales Agents (d)
By Friends
11- Should Company focus on Distribution of channel of Nilkamal
product?
(a) Yes (b) No
Bibliography
Bibliography
Information about Nilkamal crates and bins is extracted searched
from market website.
Research Methodology C R Kothari
Fundamental of statistics S.C. Gupta
Marketing Research Thomas C. Kinner