Project Report

BLOOM DEKOR LIMITED

INTRODUCTION

OF

PROJECT

\

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BLOOM DEKOR LIMITED

1.1 EXECUTIVE SUMMARY:

A laminate is a material that can be constructed by uniting two or more layers of

material together. The process of creating a laminate is lamination, which in

common parlance refers to the placing of something between layers of plastic and

gluing them with heat and/or pressure, usually with an adhesive. However, in

electrical engineering, lamination is a construction technique used to reduce

unwanted heating effects due to eddy currents in components, such as the magnetic

cores of transformers.

There are different lamination processes, depending on the type of materials to be

laminated. The materials used in laminates can be the same or different, depending on the

processes and the object to be laminated. An example of the type of laminate using

different materials would be the application of a layer of plastic film — the "laminate" —

on either side of a sheet of glass — the laminated subject.

Vehicle windshields are commonly made by laminating a tough plastic film between two

layers of glass. Plywood is a common example of a laminate using the same material in

each layer. Glued and laminated dimensioned timber is used in the construction industry

to make wooden beams, Glulam, with sizes larger and stronger than can be obtained from

single pieces of wood. Another reason to laminate wooden strips into beams is quality

control, as with this method each and every strip can be inspected before it becomes part

of a highly stressed component such as an aircraft undercarriage.

Examples of laminate materials include Formica and plywood. Formica, which refers to a

specific brand name of materials by its manufacturer with the same name, and similar

plastic laminates are used in the production of decorative laminates, using either a high or

low pressure thermo-processing system. Decorative laminates (such as Mica Laminates,

Wilsonart or Laminart) are produced with kraft papers and decorative papers with a layer

of overlay on top of the decorative paper, set before pressing them with thermo

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BLOOM DEKOR LIMITED

processing into high-pressure decorative laminates. A new type of HPDL is produced

using real wood veneer or multilaminar veneer as top surface. Alpikord produced by Alpi

spa and Veneer-Art, produced by Lamin-Art are examples of these types of laminate.

High-pressure laminates consists of laminates "molded and cured at pressures not lower

than 1,000 lb per sq in. (70 kg per sq cm) and more commonly in the range of 1,200 to

2,000 lb per sq in. (84 to 140 kg per sq cm Meanwhile, low Pressure laminate is defined

as "a plastic laminate molded and cured at pressures in general of 400 pounds per square

inch (approximately 27 atmospheres or 2.8 x 106 pascals)

Laminating paper, such as photographs, can prevent it from becoming creased, sun

damaged, wrinkled, stained, smudged, abraded and/or marked by grease, fingerprints and

environmental concerns. Photo identification cards and credit cards are almost always

laminated with plastic film. Boxes and other containers are also laminated using a UV

coating. Lamination is also used in sculpture using wood or resin. An example of an artist

who used lamination in his work is the American, Floyd Shaman.

Further, laminates can be used to add properties to a surface, usually printed paper that

would not have them otherwise. Sheets of vinyl impregnated with ferro-magnetic

material can allow portable printed images to bond to magnets, such as for a custom

bulletin board or a visual presentation. Specially surfaced plastic sheets can be laminated

over a printed image to allow them to be safely written upon, such as with dry erase

markers or chalk. Multiple translucent printed images may be laminated in layers to

achieve certain visual effects or to hold holographic images. Many printing businesses

that do commercial lamination keep a variety of laminates on hand, as the process for

bonding many types is generally similar when working with arbitrarily thin material

Lamination was invented by Dr. Morris M. Blum, DDS, and a dentist in 1938. Although

it may sound surprising, it turns out that dental laminate was the inspiration for the first

lamination of a photograph. Dr. Blum used clear resin that was normally used for capping

and bonding teeth to laminate a photograph of his wife. He is recognized to this date for

his contributions with a special scholarship fund at the University of Minnesota.

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BLOOM DEKOR LIMITED

1.2INRTODUCTION OF THE TOPIC :

In India three types of decorative and industrial laminated sheets are being

manufactured usually being phenol formaldehyde or melamine formaldehyde or

other phenolic resins as binding materials for the core and the surface papers. The

decorative paper for lamination is imported. Today, laminated sheets are becoming

very popular particularly plastics and paper laminated sheets. Glass laminated sheets

are used by and large in aircraft and certain scientific plans. Plastic laminates are

highly popular. Laminations are used for industrial purposes as well as decorative

purposes. Industrial lamination is used mainly for packaging materials. To looking its

uses we can say that there is a good scope for any new entrants.

Bloom Dekor Limited manufactures and sells high pressure laminate sheets and wooden

doors used in the furniture industry, as well as interiors primarily in India.

The company offers standard grade laminates for vertical and horizontal application; post

forming laminates for rolled edge applications; compact laminates

That are used for toilet cubicles, lockers, shutters for modular kitchens, counter tops, and

vanity tops; sandwich laminates; desb grade laminates, used for electrical switch boards;

and industrial laminates, which are used as drill backer boards. It also provides cabinet

liners for covering the internal surfaces of the furniture; backing laminates; marker grade

laminates that are used for making marker boards; chalk grade laminates for making

chalk boards for schools; bloom core laminates for solid color edge applications; and

translucent laminates, which are used for back it applications in interiors, such as

discotheques, nightclubs, and restaurants.

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BLOOM DEKOR LIMITED

The company sells its laminate products under BLOOM and OLIVE brands. In addition,

it offers engineered panel doors and flush doors, as well as fit-out furniture products and

modular kitchen units under n-doors brand. The company exports its products to the

United States, Germany, Hong Kong, Singapore, Taiwan, Korea, and Australia, as well

as other places in Europe and Southeast Asia.

Bloom Dekor Limited was founded in 1994 and is headquartered in Ahmadabad, India.

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BLOOM DEKOR LIMITED

1.7 INDUSTRY PROFILE:

A laminate is a material that can be constructed by uniting two or more layers of material

together. The process of creating a laminate is lamination, which in common parlance

refers to the placing of something between layers of plastic and gluing them with heat

and/or pressure, usually with an adhesive. However, in electrical engineering, lamination

is a construction technique used to reduce unwanted heating effects due to eddy currents

in components, such as the magnetic cores of transformers.

There are different lamination processes, depending on the type of materials to be

laminated. The materials used in laminates can be the same or different, depending on the

processes and the object to be laminated. An example of the type of laminate using

different materials would be the application of a layer of plastic film — the "laminate" —

on either side of a sheet of glass — the laminated subject.

Vehicle windshields are commonly made by laminating a tough plastic film between two

layers of glass. Plywood is a common example of a laminate using the same material in

each layer. Glued and laminated dimensioned timber is used in the construction industry

to make wooden beams, Glulam, with sizes larger and stronger than can be obtained from

single pieces of wood. Another reason to laminate wooden strips into beams is quality

control, as with this method each and every strip can be inspected before it becomes part

of a highly stressed component such as an aircraft undercarriage.

Examples of laminate materials include Formica and plywood. Formica, which refers to a

specific brand name of materials by its manufacturer with the same name, and similar

plastic laminates are used in the production of decorative laminates, using either a high or

low pressure thermo-processing system. Decorative laminates (such as Mica Laminates ,

Wilsonart or Laminart) are produced with kraft papers and decorative papers with a layer

of overlay on top of the decorative paper, set before pressing them with thermo

processing into high-pressure decorative laminates A new type of HPDL is produced

using real wood veneer or multilaminar veneer as top surface.

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BLOOM DEKOR LIMITED

Alpikord produced by Alpispa and Veneer-Art, produced by Lamin-Art are examples of

these types of laminate. High-pressure laminates consists of laminates "molded and cured

at pressures not lower than 1,000 lb per sq in. (70 kg per sq cm) and more commonly in

the range of 1,200 to 2,000 lb per sq in. (84 to 140 kg per sq cm). Meanwhile, low

Pressure laminate is defined as "a plastic laminate molded and cured at pressures in

general of 400 pounds per square inch (approximately 27 atmospheres or 2.8 x 106

pascals.Laminating paper, such as photographs, can prevent it from becoming creased,

sun damaged, wrinkled, stained, smudged, abraded and/or marked by grease, fingerprints

and environmental concerns. Photo identification cards and credit cards are almost

always laminated with plastic film. Boxes and other containers are also laminated using a

UV coating . Lamination is also used in sculpture using wood or resin.

Further, laminates can be used to add properties to a surface, usually printed paper that

would not have them otherwise. Sheets of vinyl impregnated with Ferro - magnetic

material can allow portable printed images to bond to magnets, such as for a custom

bulletin board or a visual presentation. Specially surfaced plastic sheets can be laminated

over a printed image to allow them to be safely written upon, such as with dry erase

markers or chalk. Multiple translucent printed images may be laminated in layers to

achieve certain visual effects or to hold holographic images. Many printing businesses

that do commercial lamination keep a variety of laminates on hand, as the process for

bonding many types is generally similar when working with arbitrarily thin material.

Lamination was invented by Dr. Morris M. Blum, DDS, a dentist in 1938. Although it

may sound surprising, it turns out that dental laminate was the inspiration for the first

lamination of a photograph. Dr. Blum used clear resin that was normally used for capping

and bonding teeth to laminate a photograph of his wife. He is recognized to this date for

his contributions with a special scholarship fund at the University of Minnesota.

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BLOOM DEKOR LIMITED

Types of laminators

Three types of laminators are used most often in digital imaging:

Pouch laminators

Heated roll laminators

Cold roll laminators

Film types

Laminate film is generally categorized into these five categories:

Standard thermal laminating films

Low-temperature thermal laminating films

Heat set (or heat-assisted) laminating films

Pressure-sensitive films

Liquid laminate

See also

Lamination paper

Laminated bow

Composite laminates

Carbon-fiber reinforced plastic

Composite material

Epoxy

Glass-reinforced plastic

Sandwich structured composite

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BLOOM DEKOR LIMITED

1.3 BLOOM DEKOR LIMITED

Bloom Dekor Ltd. has added new product lines to its existing range i.e. Engineered Panel

Doors, Designer Flush Doors along with fit-out furniture products and Modular Kitchen

Units with the brand name n-doors.   The factory with a working area of 4500 sq. meters

and equipped with state-of-the-art German and Italian wood working machinery, has the

capacity to roll out 200 doors a day.

Beautifully styled elegant and sturdy Engineered Doors from Bloom Dekor Ltd…. A cost

effective way to add style & elegance to a room in veneer versions of Beech, Walnut,

Wenge, Sapele, Mahoga & Teak. N-doors are engineered to provide greater stability

compared to traditional beautifully styled elegant and sturdy Engineered Doors from

Bloom Dekor Ltd…. A cost effective way to add style & elegance to a room in veneer

versions of Beech, Walnut, Wenge, Sapele , Mahoga & Teak. N-doors are engineered to

provide greater stability compared to traditional construction methods. All stiles and mid

rails are constructed with high water resistant MDF and wood which are glued together

and then veneered over to provide a much stronger stile or rail which will not twist or

warp. All parts of the door including the assembly are processed on German and Italian

machines.

All stiles and mid rails are constructed with high water resistant MDF and wood which

are glued together and then veneered over to provide a much stronger stile or rail which

will not twist or warp. All parts of the door including the assembly are processed on

German and Italian machines.

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BLOOM DEKOR LIMITED

All stiles and mid rails are constructed with high water resistant MDF and wood which

are glued together and then veneered over to provide a much stronger stile or rail which

will not twist or warp. All parts of the door including the assembly are processed on

German and Italian machines

1.4 Competitors:

CENTURY LAMINATES

Century International (A Government Recognized Export House), is a group company of

Century Ply boards (I) Ltd. (An ISO 9002 Company). It commenced business as a

merchant exporter in 1993-94. Century International has been exporting to U. A. E.,

Kuwait, Mauritius, Singapore, Taiwan, Indonesia, Korea, Japan, Srilanka, Bahraini, and

Turkey.

The Century Group is a well-diversified, financially strong and professionally-managed

organization. It recruits only the most qualified and capable personnel. Century

International is committed to customer satisfaction and the pursuit of quality and

excellence in all its operations. It is well poised for dynamic expansion as it approaches

the 21st century. It’s extraordinary accomplishments are the result of its dedication to

customer satisfaction, insight into market opportunities and its Promoters unique vision to

introduce modern business strategies to the Asian region. What no one else could ever

imagine, what no one else could ever have predicted is precisely what Century has

consistently achieved. Join us for a look at where we come from, what we have

accomplished, how we have continued to succeed and what we offer to enhance the

performance of your business.

Activities: Exports : We export Spices, Jute products, and other items like Shellac,

shellac products, Toothpaste, Toothbrushes, Knitted T-Shirts, etc.

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BLOOM DEKOR LIMITED

International Trading :Century International contacts with clients who want to sell their

products in India, but are not in a position to commit the man power and resources to

developing the markets themselves. The manufacturer’s products are sold through an

established distribution network that is maintained by Century International.

Memberships:

Federation of Indian Export

Organization

Spices Board

Agriculture & Processed Food Products

Export Development Authority

Chemical & Allied Products

Export Promotion Council

Basic Chemicals, Pharmaceuticals &

Cosmetics Export Promotional Council

Indian Oil & Produce

Exporters Association

Tea Board Shellac Export Promotion

Council

Apparel Export Promotion Council Tobacco Board

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BLOOM DEKOR LIMITED

AIROLAM LAMINATES

Airolam aspires to create a contemporary living environment and unique products.

Airolam aims to provide consumers with fashionable and user-friendly innovations that

fulfill their growing materialistic and spiritual needs, resulting in the assimilation of both

the exterior and internal souls of the people.

Airolam upholds the "progressing with times and emphasizing on technology" motto and

has set its horizon and goals on entering into the international laminate market.

A 100 crore turnover group is now into laminate industry with a vision to satisfy

increasing demand of decorative laminate in various sectors i.e. Office furniture, Home

interiors, Shopping malls, Hotel etc.

Airolam limited is located at distance of 70 km. From Ahmadabad. However, with a

proper infrastructure and humid less whether condition prevailing in the area, proximity

to vendors of major raw material required to manufacture decorative laminate sheet and

the waste area of 10 acres of land.

»Airolam it…

Airolam has all the features of a great laminate. Use it to your advantage. Airolam it for

beauty and protection…

ISO 9001:2000 certified processes for quality assurance of international standards

100% imported base paper for crystal-clear prints and patterns

German Sanding Technology for better sticking laminates

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BLOOM DEKOR LIMITED

Resistance to boiling water allows you to spill scalding hot coffee or tea without worry

Resistance to stains reduces anxiety of housewife to ink stains made by children and

stains made by coffee mugs, cooking utensils and crockery

Termite-proof and therefore, anxiety-proof

Feel good that you are conserving trees and the environment when you use our laminate

ASIS LAMINATE

In this new millennium, a revolution is underway. And it's taking place at our

technologically unmatched factory in Uttarakhand, where we create a range of life

improvement products that will let you renovate not just your home, but to your life as

well.

Bring home the brand that will forever change the way you live. Bring home ASIS.

Formed in the early 90's, the ASIS Group comprises of a number of companies in two

sectors to provide clients with a range of services and products they can depend on.

In the heart of the Uttarakhand forest, the company has implemented a multi-crore project

to manufacture MDF Board, Particle Board, Prelaminated Board, Decorative Laminates,

Floorings, Panel Door and Furniture Components.

Spread over 25 acres of land with more than 6 lacs esq. of production area, this plant has

been given mega status by State Government. This is the largest, most modern and

completely integrated plant for providing all interior solutions to Furniture Industry in

India. Also, integrating all our facilities enables us to offer you the best way to renovate

your life with a price advantage as well

Technology plays a very important role in giving shape to our story. It is with the help of

superior technology and rigorous testing, we are able to deliver goods that comply with

international standards and give your interiors that exclusive look

We have complete engineering and latest PLC controls from abroad

The plant and machinery from world famous suppliers like

Hombak

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BLOOM DEKOR LIMITED

IFA

VIR LAMINATES

Vir Laminate was launched in the year 1993 with a sole vision of catering the needs of

both domestic and global markets with the best products. Ever since, Vir Laminate is

taking Indian Laminate Industry to a new high with its vast and varied collections.

A favored choice amongst architects and interior designers, Vir Laminate has an

illustrious list of clientele across all the segments. Having immense presence across the

world, Vir Laminate is exported in more than 34 countries.

The journey which started with couple of series at the beginning has come a long way

and today the portfolio consists more than 25 distinct series, where each series is

personification of class, quality, elegance, vibrancy and innovativeness.

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BLOOM DEKOR LIMITED

GREENLAM LAMINATE

Greenlam laminate offers a wide range of innovative designs and special textures which

have redefined the surfacing industry and are a popular name among the designers of this

era.

Decorative Laminates are an integral part of interior surfacing solution. Modern interior

infrastructure would be no where today without laminates. Laminate is a durable, high

performance, stylish surfacing solution for your entire interior needs be it a wardrobe or

wall panels or kitchen cabinet or counter top, table top. Laminate has the power to

transforms & bring life to one's interior.

Greenlam is the No.1 laminate brand in the country. Available in 1mm and 1.5mm

thickness, Greenlam offers a wide range of innovative designs, and special textures which

has redefined the surfacing industry. Apart from the regular 4'x8', Greenlam offers

special sizes like 5' x 12', 4.25' x 10', 3' x 7' that suffice various interior design needs.

Green ply also offers 'NEWPOINTEIGHT' laminate which comes in a thickness of

0.8mm and a collection of vaastu inspired laminate 'NEWMIKA', a popular name among

the designers of this era. Available in 1mm and 1.5mm thickness, New Mika boasts of the

widest range of innovative designs and exclusive array of textures.

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BLOOM DEKOR LIMITED

GREENTOUCH LAMINATE

With an exquisite range of solids, wood grain and finishes to choose from, this is a

popular choice for interiors that want to flaunt the most contemporary look in wood.

Take your pick from Oregon pine and Cameroon Sapele to Pink Maple and Siam Teak.

GREENLAM GREEN GLOSS LAMINATE

We offer a wide range of green glass laminates that is made from excellent quality wood

species .these have high resistance power and do not react at room temperature. Our

laminate is also given a special treatment with water soluble fix type preservative

chemicals under vacuum pressure which provide prevention against attack by micro

organism .These are dimensionally stable even in extreme wet and dry condition

throughout its life.

SILICONE LAMINATES

SILICON premium laminates are a range of finest quality laminates produced from the

best of the material with strength and endurance to last a life time and varied options in

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BLOOM DEKOR LIMITED

colors, textures, feel and finish would certainly prove to be a delight for the prospective

consumer.

Silicon premium decorative laminates is fast redefining the way you look at offices and

homes, leaving an everlasting impression of the finest quality and superior class on the

community of connoisseurs.

Silicon Collection

Canvas Collection

Embossed Collection

Wondrous Wood Grains

Plantful Plains :

The Embossed Collection from Silicon is getting appreciations from the interior

designers and consumers. The company feels that the real innovative designs are yet to

come and the Laminate lovers can look forward towards it for fresh and unique shades &

finishes. The ISI Certified Products what makes SILICON a pride for producers is their

'highly advanced and latest hi-tech machinery’.

Standard grade laminates

General purpose laminates used for vertical and horizontal application, available in two

thicknesses 1.50 mm bloom sumo, 1.00 mm bloom signet

Postforming laminates

Postmel - Post forming laminates are used for applications, where a rolled edge is

desirable.  The rolled edge eliminates seams and produces a smooth, attractive

appearance to the finished assembly. Typical use of Postforming laminates include

countertops, cabinet doors, drawer fronts and desktops.

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BLOOM DEKOR LIMITED

Compact laminates

Cormel - Thick phenolic core laminates under the brand name Cormel are designed for

applications where the decorative surface must contribute to the finished assembly. 

Various applications include Toilet Cubicles, lockers, Shutters for Modular

Kitchens, Counter Tops, and Vanity Tops etc.

Sandwich laminates

These are Compact sandwich laminates with white or any other solid color lines in

between phenolic cores

Desb grade laminates

Desb laminates are used for electrical switch boards, available in 2.5mm, 2.8mm and

3.00mm thicknesses

Industrial laminates

Industrial laminates, known as p1 and p2 grade laminates are used as drill backing

boards.

Cabinet liners

Cabinet liners are used for covering the internal surfaces of furniture.

Backing laminates

Backing laminates are made with phenolic cores & without the use of design paper.

Marker grade laminates

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BLOOM DEKOR LIMITED

Marker grade laminates are used for making marker boards & are available  in high gloss

white & grey color.

Chalkgradelaminates

Chalk grade laminates are used for making chalk boards for  school, available in green

color.

Translucent laminates

Translucent laminates are used for back lit applications in hi-tech interiors like

discotheques, nightclubs, restaurants etc.

Bloom core laminates

Bloom core laminates are thorough, very flexible solid core laminates and are used in

applications where a solid color edge is required for the purpose of aesthetics

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1.5 Laminate Specifications

PROPERTY TEST

METHOD

PART 2

PROPERTY

OR

ATTRIBUTES

UNITS TEST

REQUIREMENTS

TEST

Thickness 4 Maximum

variation

mm +0.10 +0.04

Warping 5 Maximum

warp

mm 120 0.15

Resistance to surface

wear

6 Wear

resistance

Revs(min)

IP FP

>150

>350

200

600

Resistance to

immersion

in boiling water

7 Mass increase

thickness

appearance

%[max]

%[max]

Rating

10

12

4

5.46

4.11

5

Resistance to dry

heat

8 Appearance

other finish

Rating 4 4

Dimensional stability

at elevated

temperatures

9 Dimensional

change

%CM

%M

1.05

-0.55

0.70

0.30

Resistance to impact 11 Spring face M(min) >20 >20

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by small diameter

ball

Resistance to

cracking

13 Susceptibility Rating(not

less than)

4 5

Resistance to

scratching

14 Load n(min) >2.0 7.0

Resistance to

staining

15 Appearance

Group 1 & 2

Group 3 & 4

Rating(not

less than)

5

3

5.5

5,5.4,5

Resistance to color

change in xenon arc

light

16 Wool standard min 6 >6

Resistance to

cigarette burns

18 Appearance Rating(not

less than)

Brand A 3

Brand B 3

Brand C 3

3

4

4

Resistance to steam 24 Appearance Rating((not

less than)

3 5

Grades

General and fire retardant [FR]

Types

Standard, post forming, compact, cabinet liner, backer

Sizes

2440 mm * 1220 mm [8’*4’]

3050mm * 1220mm[10’ * 4’]

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Thickness

SUMO – 1.50mm

SIGNET – 1.00mm, [Other thickness available on request]

Surface finishes

HG - High Glass

DM – Deutch Matt

SD – Texture

SN – Stone

WD – Woody

SM - Slik Matt

VL - Vertika

HL - Horizontal

CR - Crystal

ST – Serra

LR – Lumera

Product conformity

British European standard – BS EN 438, American NEMA LD – 3,  FIRA England, BS

EN-476 part 7, Warrington Research UK,  IS -2046 BIS (Bureau of Indian Standards)

Care & maintenance

Cleaning should be carried out with a soft moist cloth and warm soap solution. Do not

use detergents containing abrasive particles or excess soda. Care & maintenance

instructions do not apply to the range of metallic patterns (6000 & 7000) series as they

are very sensitive.

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Note:

Samples presented are indicative of color, pattern and surface finish but not the actual

thickness. All metallic patterns (6000 & 7000) series are recommended for vertical

applications only. Information and samples for special cabinet liners, phenolic boards,

special purpose compact laminates and post forming laminates are available on request.

Phone / fax /email for larger samples of your choice.

LITRATURE

REVIEW

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BLOOM DEKOR LIMITED

Review of literature

These reviews consist of five sections. The first section explores the marketing concept

and its key component. The next section present information on the different types of

advertising which can be utilized by car manufacturer to promote their product and

services. Section three investigates consumer behavior; section four examines the

attributes of marketing model and the final section an overview of advertising strategies

in the laminate market.

Section – 1

1.1 Marketing

Marketing was once defined by Alderson (1957) as an exchange process between

company and consumer (Cited from Brassington and pettitt, p.5). This definition

gives no references to the aspects of marketing that occur before product or services

are even produced or the post exchanged behavior of both company and consumer or

even an elementary aspect of commercial life :competition, jobber(2000).

Successful marketing is far from simple. Brassington and Pettitt (2003,p.3) state

marketing does, in fact, cover a very wide range of absolutely essential business

activities that bring you the product you do want , when you want them , but at prices

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BLOOM DEKOR LIMITED

you can afford, and with all the information you need to make informed and

satisfying consumer choices.

In order to analyses the marketing activities of firms within an industry, it is

necessary to first define and explain some of the critical marketing concept and its

importance to the organization.

These concepts are:

The Marketing Mix or 4 P’s

Simple Marketing System

Kotler’s Simple Marketing Concepts :

In Kotler’s model there is a clear exchange between company and consumer. The model

describes the exchange being goods and services one way and money in return (Kotler,

2000). Exchange of communication and information from buyer to seller is also an

integral part of successful marketing.

Communication of the product or brand from company to consumer will be the result of a

successful advertising campaign whereas information from consumer back to the

company will provide the seller with an insight into the success of the product of

services.

1.2 The Marketing Mix or 4 P’s

Mc Carthy (1960) introduced the 4P’s into the marketing mix as an easy to remember

acronym. Mc Carthy penned the thought that the influences that will determine the

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BLOOM DEKOR LIMITED

demand for the product can be placed within four groups. The marketing mix consists

of four elements: Product, Price, Place and Promotion.

Product – This area covers everything to do with the creation, development

and management of products. This also covers non-physical aspects of the

product such as after sale services and guarantees etc.

Price – The pricing of a product or service is an important part of the

marketing mix. Price represent on a unit base what the company receives for

the product or service which is being marketed. The price of a product or

services may portrait it being a quality item or a desirable one. It may also be

used to give company an edge in a competitive market.

Place – Place is concerned with distribution channels and consumer service

levels. The objective of companies when dealing with this aspect of the

marketing mix is to make sure that products are available in the right

quantities, in the right place to the people who want it.

Promotion – Promotion is concerned with how the product of service is made

available to its target audience.

Section – 2

2.1 Advertising:

Advertising is a major part of the promotional side of the marketing mix. Advertising is a

powerful tool which aims to influence consumer decision and thus behavior. One

definition of advertising by Ann Burgess cited in Hart, 1990, p.101, is the action of

calling something to the attention of the public, especially by paid announcements.

Advertising enables the consumer to became a active member of the economic cycle

rather than a passive agent (Burgess cited in Hart,1990). It is this freedom of choice for

the consumer that means companies’ advertising strategy must portray the correct

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BLOOM DEKOR LIMITED

advertising message and select the correct advertising media (Kotler & Armstrong, 2005,

p.47).

2.2 Types of Advertising:

The variety of different advertising media enables marketers to reach far and wide with

their messages. The most common of these advertising media being:

Television – Below are the strength and limitation for television as a form of advertising

media.

Strength Limitation

Flexible format uses sight, movement and

sound.

High level of repetition necessary

High Prestige Short message life

High Reach High absolute cost

Mass Coverage Clutter

Low relative cost- very efficient Increasing level of fragmentation

Press (Newspaper, Magazines etc) – One major advantage of press advertising is

that information can presented and then examined selectively at the consumer’s

leisure. The benefit of this is that because the consumer chooses what they read it

will give them a felling of control over situation.

Poster – Poster advertising is also a very efficient form of advertising media. The

location and the content of the poster is vital. The aim is simply: to provide a

quick, digestible message to the passer.

Cinema – This provides advertisers with the opportunity to benefit from the all

involving escapist environment that this medium delivers. The audio and visual

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capabilities of the cinema environment deliver the greatest impact available to

advertisers.

Radio - This medium provides the opportunity to contact a large percentage of

the target audience within a specified geographical area at relatively low cost.

Section – 3

3.1 Consumer behavior

Consumer behavior is defined by Blackwell, Miniard and Angel (2001) as activities

people undertake when obtaining, consuming and disposing of products and services. It is

this behavior, and how it can be influenced that will be analysed by this section.

The primary objective is to find out how potential customers respond to different

advertising techniques. This is because, a company in order to achieve its marketing and

advertising goals needs to create and promote a USP to its target audience. To maximum

its return on marketing and advertising it must understand consumer behavior.

A company will therefore, design their marketing strategies around the factors that will,

ultimately, influence consumer behavior. According to the model of consumer behavior

devised by Assael, 1992, the consumers buying decisions is influenced by a number of

factors i.e. the individuals previous buying experiences, their current desires

environmental influences and the impact of various marketing and advertising campaigns

The individual consumer’s choice is determined by such things as age, occupation,

demographics, personality and lifestyle. Also, brand loyalty, preconceived thoughts about

the products and services and competitors also contribute to this factor. The

environmental issue that may affect consumer decision can include culture. According to

Kotler culture is the most fundamental determinant of a person wants and behavior and

embodies the norms, beliefs, artifacts and customs that are learned from society and that

constitute its value?

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3.2 Psychological Factors Affecting Consumer Decisions

Consumer decisions are influenced further by four psychological factors:

Motivation – One of the most popular theories about motivation was devised by

Abraham Maslow. His theory bases human motivation upon a hierarchy of needs

a person faces. Ranging from basic needs such as Hunger, thirst and sex all the

way through to self- actualization. Maslow sought to explain why people are

driven by particular needs at particular times.

Perception – We define perception as the selection, organization, and

interpretation of marketing and environmental stimuli into a coherent picture. In

marketing, perceptions are more important than reality, as it is perceptions that

will affect the consumer’s actual behavior.

Learning – Assael (1998) describes consumer learning as a change in behavior

occurring as a result of past experiences. In other words, should a person have

good experience with a certain brand / product then he or she will be more likely

to purchase the same product in the future.

Attitude – Attitude as stated by Fill (2002) are predispositions, shaped through

experience, to respond in an anticipated way to an object or situation. Attitudes

are the result of the learning stated previously. They are shaped by experiences

and form part of why and how we act as a result of these experiences (Fill, 2002).

Section - 4

4.1 Marketing process Models

There are many models to explain the stages a potential customer will go through from

the initial awareness of the product to desires for the product. Many of these models

amount to more or less the same sequences. Each potential consumer must pass through

three simple stages.

The cognitive stage – this is where the consumer will become aware of the existence of a

certain product or service.

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The affective stages involve the action changing of the attitude towards a product or

service.

Finally the behavior stages involve the action that results from the change in attitude

towards the product (Brassington and Prettit, 2003, p.580).

4.2 AIDA Model

The AIDA Model developed by Edward Strong (1925) breaks down the sequence of

events to

A – Attention

I - Interest

D – Desire

A – Action

These stages describe how advertising can be successfully in reaching out to its

audience by firstly grabbing their attention (Fill, 2002). Secondly, by interesting them

with the idea of the product or service, then making the product /service desirable to

the potential customer. The final stage that strong (1925) penned was getting the

consumer to take action as a result of their desire for the product (Fill, 2002).

4.3 DAGMAR Model

D – Defining

A – Advertising

G – Goals

For

M – Measuring

A – Advertising

R – Results

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This model was devised by Russell colley (1961) and it offers useful approach to

understanding how advertising works (Copley, 2004, p. 105).This model is used to

measure the result of a specific communication task in terms of the cognitive affective

behavioral hierarchy impact on a defined audience (Copley, 2004, p. 183). An example of

this model may be:

To make 70% of the target audience aware of the product.

To achieve a 50% understanding of the proposition.

Finally to make 20% of the target audiences purchase the product or

service.

4.4 The FCB Grid

There is however, a model used by a large number of advertising agencies worldwide

(Fill, 2002). The FCB (Foote, Cone and Belding) Grid presented by Richard Vaughn

(1980).The FCB model classifies products into two dimensions: Level of involvement

(High vs. Low) and motivates for purchasing (Think vs. Feel) (Assael, 1998)

Think Feel

High involvement Informative(Economic)

Learn – Feel – Do

Ex. Economy cars,

appliances, and insurance.

Affective(Psychological)

Feel – Learn – Do

Ex. Sports cars, cosmetics,

and jeweler.

Low involvement Habitual(Responsive)

Do – Learn – Feel

Ex. Cosmetics goods, petrol

etc.

Satisfaction (social)

Do – Feel – Learn

Ex.Lifes little pleasures such

as beer, cigarettes, and candy

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/ sweets.

Think products (or cognitive products) are utilitarian and are related to product

performance (i.e. mpg figures for fuel consumption or cost of insurance quotes) whereas

Feel products are more to do with fashions or image (Assael, 1998). Involvement, shown

along the vertical axis of the matrix, is the level of perceived personal importance and / or

interest evoked by a stimulus within a specific situation (Antil, cited from Blackwell et al,

2001, p. 91).There are various levels of involvement a consumer will have for a product

whether this is high or low (Assael, 1998; Peter and OLSON, 2005).

Products that require low levels of involvement will involve such things as petrol and

alcohol whereas products requiring high levels f involvement tend to be more

expensive ,riskier products such as cars, insurance etc.This model suggested by Vaughn

is a useful tool for advertising agencies and department to appreciate the consumer /

product relationship and as a result can plan relevant and appropriate communication

strategies (Fill, 2002).A study by Brian Ratchford (1987) concluded that this model is

both reliable and valid as a tool to analyses consumer / product relationships(Ratchford,

1987).

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RESEARCH

METHODOLOGY

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3.1 RESERCH METHODOLOGY

Methodology

This section explains how the data is collected that is either from primary and secondary

data. It explains what method is used to collect the data, which instrument is used for

collection and what is sample plan.

The preparation of this report involves several phases and they are as follows.

Data collection method

Tools of data collection are as follows

1. Primary data

2. Secondary data

Primary data collection method

The following sampling techniques have to be implemented:

Personal interviews

Approaching people personally

Questionnaires

Internet

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Secondary data collection method :

Secondary data are gathered from numerous sources, every year the quantity secondary

source material expands at a tremendous rate .These data are already published or

collected for the purpose other than specific research.

Secondary data are as follows

Detailed information about company, product profile are collected through the website.

Placement Report

Annually Brochure

Websites of the company.

Sampling Method

Sample

Sample size : 80

Sample unit : Private Educational institution

Sample Frame :

RESEARCH TECHNIQUE:

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The questionnaire specifically framed keeping in mind all the aspects and

Requirement that will fulfill our objectives and gives us exact idea and that will

help the organization to take better decision

3.2 TITAL OF THE STUDY :

“Effectiveness of channels in Laminate Market”

3.3 PURPOSE OF THE STUDY:

To know the strategies of other Laminate competitor .How the Laminates are sold in

the market. What are the different strategies they are using to understand the service,

Quality and brand? What is the competition between known brand and unknown

brand?

3.4 OBJECTIVES OF THE STUDY:

1 To know the market strategies of the Laminate company.

2 competitors are there in To know how many the market

3 What kind of material they are used for their good market position.

4. To know how many Dealers and customers are satisfied with their service & Quality?

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5. To know do institution need up gradation of software.

6. To know usage of software’s help in the promotion of institution.

3.5 LIMITATION OF THE STUDY

Every study or project has two faces. One face is the advantage of the study of project.

Second face is disadvantage or limitations. In spite of precautionary measures &

meticulous planning of the schedule for undertaking the project they may be still

inevitable limitations which are as follows.

Survey is limited to 80 Dealers only.

Sometimes the responses depend upon their mood.

Some data which are given may not be up to date.

More emphasis is given to a primary data.

There were some people who didn’t response and so much information was not

able obtain. Hence, it was not possible to go in depth.

The respondents may be quiet conservative in nature; hence they may not be

interested to disclose their views. They may be partial or refuse to co-operate.

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DATA ANALYSIS

AND

INTERPRETATION

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QUESTIONAIR FOR THE LAMINATE MARKET ANALYSIS

4.1. Monthly selling of laminate by each dealer in a month?

Survey respondance

Table 4.1: Self prepared Questionnaire and field survey

INTREPRETATION: Table 4.1 show the analysis of Laminate Market. It reveals that 50

percent of the Dealer sells 200, 25 percent…….. And 25 percent shows the ……above

laminates in a month. Therefore, it is depicts that majority of the ………revealed we are in a

conclusion that there is a very huge market in Bangalore for the laminate.

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No of

laminates0-50

50-100 100-200 200 &

Above

Laminates

sold20

0 20 40

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4.2. Percentage of selling of 1mm laminate in a month by each dealer?

Survey respondance

Table 4.2: Self prepared Questionnaire and field survey

Interpretation: Table 4.2 shows the percentage sale of 1mm laminate. It reveals that 38% of

the dealer sale 1mm laminates…. 38% of the dealers sell .8mm…and 12% dealers sale a

combination of both…. And 12% have no answer. Therefore it is depicted that there is a huge

sale of 1mm laminate

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Percentage 25% 50% 75% 75% & above

Total sales 10 10 30 30

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4.3. Sale of laminate between known brand and unknown brand?

Survey respondance

Table 4.3: Self prepared Questionnaire and field survey

Interpretation: Table 4.3 shows the sale of known brand and unknown brand of laminate. It

reveals that there is a maximum number of selling in unknown brand because they are cheap

in price and easily available to every dealer and they give very good offers to the customer as

well as dealers.

4.4 Do the customer come with the set Brand or do you suggest the customer?

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Known brand Unknown brand

25% 75%

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Survey Respondance

Table 4.4: Self prepared Questionnaire and field survey

Interpretation: Table 4.4 shows that whether customers came with a set of brand or dealers

suggest a brand. This survey reveals that 63% of the customers are go with the dealers

suggestion and 37% goes with self mind set because maximum customers are not known

about the brand so they went to the dealers who has a good image in the market and who is

beleavable.

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Customer

suggestion

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Dealer suggestion 70

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4.5. Expectation from a company (brand)?

Survey respondence

Table 4.5: Self prepared Questionnaire and field survey

Interpretation: Table 4.5 shows that what do the dealers or customer expect from a company

or a brand. It reveals that 38% of the Dealer wants good Quality, Price &Service from the

company .whereas only 25% of the dealer wants Quality & Service and other 25% of dealer

wants Quality & Price and other 12% of dealer wants only Quality

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Quality, Price &

Service

Quality &

Service

Price & Service Quality

30 20 20 10

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4.6. What kind of advertising do you expect from the company?

Survey Respondence

Table 4.6: Self prepared Questionnaire and field survey

Interpretation: In the survey we can see that 25% of the dealer wants wall printing &T.V

advertise for selling number of laminates.

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Wall Printing &

TV

Wall printing TV & Magazine Wall Printing,

TV & Magazine

30 20 10 20

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4.7. Do you sell Laminates based on scheme?

Survey Respondance

Table 4.7: Self prepared Questionnaire and field survey

Interpretation: In the survey we can see that 63% of the Dealer doesn’t sell Laminates

based on scheme.

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Yes No

30 50

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4.8 What kind of competition is there in the market between known brands?

Survey

Respondance

Table 4.8: Self prepared Questionnaire and field survey

Interpretation: : In the survey we can see that 38% of the Dealer says that the in the

market there is a competition between known brand for Quality as well as price.

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Price, Quality &

Availability

Price,

Availability

& Scheme

Price &

Scheme

Quality

30 20 10 20

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4.9 Are you loyal to one Brand, if yes then what is the reason?

Survey Respondance

Table 4.9: Self prepared Questionnaire and field survey

Interpretation : : In the survey we can see that 75% of the dealer says they are loyal

to one brand .

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Yes No

20 60

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4.10. What do you think about the brand BLOOM?

Survey Respondance

Table 4.10: Self prepared Questionnaire and field survey

Interpretation : In the survey we can see that 43% of the Dealer says that the

brand BLOOM has an exclusive design.

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Quality Price Having

exclusives

design

No Idea

15 15 30 10

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4.11. Is the company providing you good quality service?

Survey Respondance

Table 4.11: Self prepared Questionnaire and field survey

Interpretation: In the survey we can see that 75% of the dealer says that the brand

BLOOM gives them good service.

50

Yes No

60 20

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4.12. What do you position BLOOM compare to other known brand ?

Survey Respondance

Table 4.12: Self prepared Questionnaire and field survey

Interpretation : In the survey we can see that 38% of the Dealer position BLOOM good as

compare to other known brand.

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Excellent Very good Good Average

10 10 30 30

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FINDING

SUGGESTION

AND

RECOMMENDATION

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5.1 FINDINGS

In the survey we can see that 50% of the Dealer sells 200& above laminates in a

month.

In the survey we can see that 38% of Dealer sells 1mm laminate sheet above 75%.

In the survey we can see that 75% of the dealer says that they sell unknown brand.

In the survey we can see that 62% dealer suggest the customer for their brand.

In the survey we can see that 38% of the Dealer says that they want good Quality,

Price& Service from the company to sell huge amount of laminate.

In this survey we can see that 38% of the Dealer expects wall printing &T.V

advertisements for selling laminates.

In the survey we can see that 63% of the Dealer doesn’t sell Laminates based on

scheme.

In the survey we can see that 38% of the Dealer says that the in the market there is a

competition between known brand for Quality, Price & availability.

In the survey we can see that 75% of the dealer says they are loyal to one bran

Service in the survey we can see that 38% of the Dealer says that the brand BLOOM

has an exclusive design.

In the survey we can see that 75% of the dealer says that the brand BLOOM gives

them good.

In the survey we can see that 38% of the Dealer position BLOOM good as compare to

other known Brand.

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5.2 SUGGESTION

According to us the company should make brand advertisement like print ads,

banners, hoardings, commercial ads are needed and then marketers are needed who

can visit the dealers and architect. If there is a proper advertisement the marketers

should easily work on the product. The price is too high so that the brand should do

something about the pricing. The brand should improve their service so that people

get the product on time. Company should also take care of the service. Online

ordering of the product can also be implemented.

5.3 CONCLUSION

1. Marketing: The first and foremost problem according to us which we have seen is

marketing. There is no strategy in the market. There is a requirement of marketers

who can visit dealers and architect. Marketers should visit the dealer and architect

twice a month so that they can generate regular orders.

2. Price: The next problem is the price. The price of the product is too high as compare

to its competitor product. According to us the company should survey the market

and then fix the price of the product according to the market.

3. Advertisement: To sale any product of any brand or company advertisement is

needed. Today all sales of the product depend upon advertisement. Through

advertisement a layman came to know about the product. In this company we have

not seen any kind of advertisement. So the brands need to take a strong step towards

the advertisement.

4. Service: In some places we notice that the service was not good. They did not

receive the product on time. They are not keeping their word and did not make the

service punctual.

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QUESTIONNAIRE

Organization :

Title of the study : “LAMINATE MARKET ANALYSIS”

1. Name of the Organization :

2. Contact Address :

3. Phone Number :

4. Name of the Dealer :

5. How many number of laminates do you sell monthly?

(a) 0-50 (b) 50-100 (C) 100-200 (d) 200& above

6. What is the percentage of the 1mm Laminate of the total sale?

(a) 25% (b) 50% (c) 75% (d) 75%& above

7. What brand do you sell prioritely?

a) Known brand (b) unknown brand

8. Do the customer come with the set Brand or do you suggest the customer?

(a) Wall printing (b) T.V (c) Magazine (d) other

9. Do you sell Laminate based on scheme?

a) Yes (b) No

10. What kind of competition is there in the market between known brands?

(a) Price (b) Quality (c) Availability (d) Scheme

11. Are you loyal to one brand, if yes what is the reason?

(a) Yes (b) No

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12. What do you think about brand BLOOM?

(a)Quality (b) Price (c) Having exclusive design (d) No idea

13. Is the company providing you good quality service?

(a) Yes (b) No

14. What do you think about brand BLOOM compare to other known brand?

…………………………………………………………………………………..

15. Where do you position brand BLOOM compare to other brand?

(a)Excellent (b) Very good (c) Good (d) Average

16. Suggestion to improve the brand image, quality, service of the BLOOM.

………………………………………………………………………………

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Reference Books : Philip Kotler

Websites Referred:

www.bloomdekor.com

http://bloomdekor.com /laminates

http://www.designarcade.in/

http://www.tradeindia.com/

http://www.arvura.com/vir-laminates

http://www.siliconlam.com/product.html

http://merinolaminates.com/merino-compact-laminate

http://www.bansalsales.net/laminates.html

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