Summer Training Project Report ON

MARKETING AND ADVERTISING STRATEGIES OF S.R. FOILS & TISSUE LTD.

Submitted in Partial fulfillment of requirement of award of MBA degree of

GGSIPU, New Delhi

submitted By Waseem Ahmad 11115603910 Semester II Batch 2010-2012

Northern India Engineering College

(Affiliated to GGSIPU) FC-26, Shastri Park, Delhi-110053

ACKNOWLEDGEMENT

It is well-established fact that behind every achievement lays an unfathomable sea of gratitude to those who have extended their support and without whom the project would never have come into existence. I express my gratitude to NIEC, New Delhi for providing me an opportunity to work on this project as a part of the curriculum. Also, I express my gratitude to Miss. Ashima Kapoor on the completion of my project.

CONTENT

1. 2. 3. 4. 5. 6. 7. 8.

INTRODUCTION ............................................................................................6 LITERATURE REVIEW ................................................................................13 RESEARCH METHODOLOGY ....................................................................24 DATA ANALYSIS .........................................................................................26 FINDINGS & CONCLUSION ........................................................................37 RECOMMENDATION ...................................................................................39 BIBLIOGRAPHY............................................................................................40 ANNEXURE QUESTIONNAIRE ...............................................................41

OBJECTIVES OF THE STUDY The objective of the study are as follows: The customer and consumer preference. Market preference for S.R. Foils & Tissue Ltd. A study on product profile of S.R. Foils & Tissue Ltd. Advertisement by S.R. Foils & Tissue Ltd. and how effective are the promotional strategies. Competitors analysis of S.R. Foils & Tissue Ltd. Industry analysis. Schemes provided by the competitors

INTRODUCTION TO THE COMPANY

"Organizational excellence is never achieved through a one time efforts; It is always a process of continuous improvement across a number of areas of operation." SR Foils and Tissue Limited (formerly SR Foils Limited) was incorporated in 1993 with their corporate office at New Delhi. The Company has two manufacturing units, one at Bhiwadi, (Rajasthan) and the other at Sotanala (Rajasthan). The company has been engaged in manufacturing of Aluminum Foil, Disposable Aluminum Trays, Cling Film Rolls and Tissue Paper and Tissue paper products. Manufacturers of India's largest selling "HOMEFOIL" and pioneers in the food wrapping Aluminum foil industry, The company has an ISO 9001: 2000 certification for maintaining quality norms of international standard and committed to offer superior quality products to our respective consumers. The company has a team of technically trained and highly motivated professionals at their modern state-of-the-art plant at Bhiwadi & Sotanala (Rajasthan) who provide a wide range of products for the retail market and Modern Retail Trade. Totally untouched by hand all products are far superior and the perfect solution to good health.

Long standing association with the biggest players in the hospitality industry and government contracts for years are the testimonials of the exemplary quality that's offered by the company.

SR Group are a team of technically trained professionals, with dedicated know-how and positive attitude, who provide innovative concepts tailored to meet everyone's individual requirements for a cross section of client base and Modern retail trade like Supermarkets, Hypermarkets, Cash and Carry stores and general retail stores. Nestle has long been viewed as one of the most multinational of the multinationals. This is because today only 2% of its turnover comes from Switzerland. Out of the remaining 98%, Europe contributes 43.5%, North and South America contribute 36.5% and 18% is contributed by Africa and Asia Pacific Regions. Manufacturers of India's largest selling "HOMEFOIL" and pioneers in the food wrapping Aluminum foil industry, The company has an ISO 9001: 2000 certification for maintaining quality norms of international standard and committed to offer superior quality products to our respective consumers. The company

has a team of technically trained and highly motivated professionals at their modern state-of6

the-art plant at Bhiwadi & Sotanala (Rajasthan) who provide a wide range of products for the retail market and Modern Retail Trade. Totally untouched by hand all products are far superior and the perfect solution to good health Long standing association with the biggest players in the hospitality industry and government contracts for years are the testimonials of the exemplary quality that's offered by the company. Vision & mission

Vision Harness our growth potential and sustain profitable growth and deliver high quality and cost effective solutions to provide superior cost effective products.

Mission SR Group continues to strengthen its commitment to provide its consumers with the highest levels of quality and service, continuous development and awareness of market needs. Concern for the environment, safety, hygiene and health is an integral part of our business policy along with customer satisfaction and respect for our employees and partners. SR Groups production scale and economic strength have been expanding continuously. Set on a road to achieve vertical integration the Group has invested in a green field project to manufacture world class Tissue Paper. The Green field project is in compliance with Good Manufacturing Practice (GMP) and has the installation of fully automatic converting equipment, manufacturing products for our customers. The facility conforms to high hygiene standards to produce soft hygienic tissue paper. Untouched by hand and made by modern converting machines, tissue paper is converted to products like Napkins, Facial Tissue and Tissue rolls. The company concentrates not only on the logic of production efficiency & market dynamics but also production speed & technology in terms of added value translated in flexibility, reliability, cost saving & market innovation. Competent production and

performance open to innovation and always looking for what is feasible has helped the Brand grow. This has been made possible in close cooperation with the buyers of our products and mutual orientation with retailers and wholesalers toward the needs of the consumers. The Company supports 25 stock points spread all over India and 500 distributors and more then 10 million retailers by converting large volumes of Aluminum Foil, Cling Film and Tissue paper on machines imported from world renowned manufacturers to cater to specific orders
7

for the market and Private Labels. On the export front, we have already created a dent in the International Market. We are receiving repetitive orders from Middle East Countries. Soon we hope to enter into the European Market also.

BRANDS
SR Homefoil - India's largest selling aluminum foil since 20 years, is a very hygienic medium for wrapping, storing, covering, sealing and baking of food products. Available for home and professional use they are available in a range of lengths, widths and thickness to meet the packaging requirement of every customer.

SR Chapati Wrap- was introduced in the market 17 yrs ago and is still the most widely used pre-cut aluminum sheet with an absorba layer to wrap chapattis.

SR

Clean

Wrap

Nothing

protects

food

better!

Crystal clear food grade cling film, now with a dispenser preserves fresh foodstuff specially meat, poultry, cheese, fruits and vegetables. It adds gloss and luster, providing the 'fresh today' appearance that is so important to customer appeal. Clean wrap guarantees hygienic storage, sharp edge cutting lessens, wastage and is economical in use. Available in 3 presentations and in different lengths, they are ideal not only for large caterers but for domestic use also.

SR Mistique - range of away-from-home tissue paper products offer quality, versality and value. In order to keep up with the world market, the Mistique range includes facial tissues, kitchen rolls, napkins and wash room rolls that are made up of super soft, highly absorbent two ply tissue paper which has the right balance of strength and absorbency. SR Mistiques Wet Tissues - a 3-in-1 combination of water-hanky-perfume, anytime- anywhere for instant freshness is a wonderful experience. These are available in 6 fragrances.

SR Homefoil - India's largest selling aluminum foil since 1993 is a very hygienic medium for wrapping, storing, covering, sealing and baking of food products. Available for home and professional use they are available in a range of lengths, widths and thickness to meet the packaging requirement of every customer.

SOME OF THE ADVERTISMENT

ply

tissue

with

embossing

give

you

extra

absorbency

and

softness. perforated.

Uniformly

Available in single and economy packs of 6 in-a-pack and 10 in-a-pack. Ideal for homes, house keeping and the hospitality sector

10

Mistique Face/ Car Tissue

Super 2 Ply Ultra Available

soft tissues

and very

smooth

tissues one silky to

are at

gentle a soft

on time

the

skin. .

convenient, and boxes

dispensing

white in beautiful

tissue car and

paper. decor.

match

your

Also available mildly perfumed tissue with a pleasant floral fragrance.

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Mistique Wet Tissue

SR Mistiques Wet Tissues - a 3-in-1 combination of water-hanky-perfume, anytimeanywhere for instant freshness is a wonderful experience. These are available in 6 fragrances.

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LITRATURE REVIEW
"Marketing" is an instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a SR Foils and its products. Value is worth derived by the customer from owning and using the product. Competitive Advantage is a depiction that the SR Foils or its products are each doing something better than their competition in a way that could benefit the customer. Marketing is focused on the task of conveying pertinent SR Foils and product related information to specific customers, and there are a multitude of decisions (strategies) to be made within the marketing domain regarding what information to deliver, how much information to deliver, to whom to deliver, how to deliver, when to deliver, and where to deliver. Once the decisions are made, there are numerous ways (tactics) and processes that could be employed in support of the selected strategies. As Marketing is often misinterpreted as just advertising or sales, Chris Newton, in What is marketing? (Marketing Help Online, 2008), defined marketing as every strategy and decision made in the following twelve areas: Identifying and quantifying the need in the marketplace Identifying and quantifying the target markets Identifying the optimum cost effective media online and offline - to reach the target markets Reviewing the priorities of the product offering in your overall product mix matrix Identifying and developing the most effective distribution channels, be they wholesaler networks, partnering alliances, franchising, or any number of conduits to the market. Testing different ways of packaging the concepts or products to find their most 'easyto-sell' form Testing to find the optimum pricing strategies Developing effective promotional strategies and effective advertising and supporting collateral, offers, and launch strategies Developing and documenting the sales process

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 Finding the optimum execution of the sales process through testing of selling scripts, people selection, supporting collateral, skills and attitudinal training, tracking, measuring and refining Ensuring that sales projections reflect realistic production capacities Developing nurture programs to optimise the lifetime value of the customer The goal of marketing is to build and maintain a preference for a SR Foils and its products within the target markets. The goal of any business is to build mutually profitable and sustainable relationships with its customers. While all business domains are responsible for accomplishing this goal, the marketing domain bears a significant share of the responsibility. Within the larger scope of its definition, marketing is performed through the actions of three coordinated disciplines named: Product Marketing, Corporate Marketing, and Marketing Communications The Indian tissue market seems ready to grow. And Centurys decision to make large quantities of prime grade tissue with worlds best technology marks a big entrance into top quality tissue in India, pushing this industry along even faster. Marketing & Branding A strong marketing and branding plan is already in place. intend to develop the market in a very positive manner through creative marketing and promotion. With this new tissue machine, the company will be able to feed its brand for finished products, while also displacing some of the jumbo roll imports in to the country. Growing Tissue Culture

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In India there is huge potential of tissue consumption as the culture of tissue usage will slowly come about. It will happen, particularly when international events like Commonwealth Games will be held. Secondly, quality soft tissue is not made in India, and everything is imported. The initiative was to provide high quality tissue made indigenously. SR FOILS maintains bulk between 6 and 8 while in India bulk is usually between 34.Moreover with the increased awareness about hygiene the demand for soft tissue demand is expected to grow at much faster pace. An Import Substitute Century has installed most modern tissue machine with gas fired tissue dyers to compete with the international quality standards. The product is well accepted in the market due to inherent properties such as softness and bulk. Century has been quite successful to replace importation of Soft Tissue in the Indian market by providing superior product to the domestic consumers. Commitment to Quality and Service At SR FOILS, quality is an all pervasive commitment. The company always strive to continually improve the quality of its products and services which has been affirmed in the form of ISO-9001:2000 certification for its quality management systems. The company has been responsive to the changing market requirement and has developed new quality products to care to the varying end uses. Expansion: The company is already moving ahead with a giant expansion set for startup in late 2009 early 2010. This includes a big new 500 tpd Board machine to make high quality coated board as well as a large ECF hardwood pulp line. The pulp line will produce 450 tpd in a batch process, while the paper machine will be making very high quality coated board for packaging applications such as foods, liquids, medical items and various consumer products.

15

Indian Tissue scenario

Tissues grows by 11% in value terms to reach sales of Rs 694 million in 2010. Modern retailing helps boost the visibility and sales of tissues. Boxed facial tissues registers the fastest growth, at 12% in 2010. Average unit prices are kept in check due to growing competition.

TRENDS An increase in the number of supermarkets/ hypermarkets and convenience stores carrying a range of brands of tissues, including private label, helped boost sales of tissues in India in 2010. A wide display area dedicated to tissue products helped consumers become more familiar with these products, and their wide visibility on retail shelves, coupled with frequent promotions, helped boost consumer trials. Moreover, evolving consumer lifestyles, leading to greater time spent travelling and outside of the home led busy consumers to opt for the convenience of disposable tissues over cloth versions which have to be washed.

The growth rate of tissues in 2010 at 11% was able to keep pace with the review period current value growth rate. Tissues exhibited impressive double-digit growth during 2010, spurred by an increase in the number of modern retail stores, such as supermarkets/ hypermarkets and convenience stores, stocking tissues. A corresponding increase in car ownership and increased time spent outside of the home also helped sustain the high growth rate of tissues. Boxed facial tissues grew faster than pocket handkerchiefs in 2010, as growing disposable incomes and improving lifestyles led to a high ownership of cars in India. As people spend more time commuting and travelling outside of the home, they have started keeping boxed facial tissues in their cars. Boxed facial tissues serve as a convenient and economical option compared with carrying around pocket handkerchiefs whilst travelling, leading to the faster growth of boxed facial tissues in 2010.

16

 Average unit prices were kept in check during 2010, as the market for tissues is becoming more competitive, with the entry of new players in the form of Kimberly-Clark Lever Ltd with its Kleenex brand, as well as a host of regional players. Given the price conscious nature of consumers, manufacturers refrained from increasing prices in 2010, for fear of turning away consumers. The usage of boxed facial tissues in India is higher outside of the home than inside. The main reason for this is the growing trend of keeping boxed facial tissues in cars. As the climate in India tends to be hot and humid, with long summers, the usage of boxed facial tissues increases during the summer months when people commute. Packaging remains an important factor in the sale of boxed facial tissues, and vibrant colours are becoming an increasingly important factor in purchasing decisions as competition increases in the market, giving appearance more importance, as most boxes are kept on display in cars or homes. Pocket handkerchiefs are mainly marketed towards households and individuals for daily usage. Many consumers prefer to use cloth handkerchiefs in India out of habit, and consider the feel of cloth to be superior to paper. However, with growing mobility, long summers and a humid climate, urban female consumers are increasingly opting for disposable pocket handkerchiefs. The usage culture of tissues has recently emerged in India due to the increase of such products in the AFH channel and better lifestyles of consumers. The price barrier still remains a major deterrent for many consumers, and cloth handkerchiefs are the traditional option in lieu of tissues, as they are more affordable, reusable and handy. An advertising strategy is a campaign developed to communicate ideas about products and services to potential consumers in the hopes of convincing them to buy those products and services. This strategy, when built in a rational and intelligent manner, will reflect other business considerations (overall budget, brand recognition efforts) and objectives (public image enhancement, market share growth) as well. As Portable MBA in Marketing authors Alexander Hiam and Charles D. Schewe stated, a business's advertising strategy "determines the character of the company's public face." Even though a small business has limited capital and is unable to devote as much money to advertising as a large corporation, it can still develop a highly effective advertising campaign. The key is creative and flexible planning, based on an indepth knowledge of the target consumer and the avenues that can be utilized to reach that consumer.
17

Today, most advertising strategies focus on achieving three general goals, as the Small Business Administration indicated in Advertising Your Business: 1) promote awareness of a business and its product or services; 2) stimulate sales directly and "attract competitors' customers"; and 3) establish or modify a business' image. In other words, advertising seeks to inform, persuade, and remind the consumer. With these aims in mind, most businesses follow a general process which ties advertising into the other promotional efforts and overall marketing objectives of the business.

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STAGES OF ADVERTISING STRATEGY As a business begins, one of the major goals of advertising must be to generate awareness of the business and its products. Once the business' reputation is established and its products are positioned within the market, the amount of resources used for advertising will decrease as the consumer develops a kind of loyalty to the product. Ideally, this established and evergrowing consumer base will eventually aid the company in its efforts to carry their advertising message out into the market, both through its purchasing actions and its testimonials on behalf of the product or service. Essential to this rather abstract process is the development of a "positioning statement," as defined by Gerald E. Hills in "Marketing Option and Marketing" in The Portable MBA in Entrepreneurship: "A 'positioning statement' explains how a company's product (or service) is differentiated from those of key competitors." With this statement, the business owner turns intellectual objectives into concrete plans. In addition, this statement acts as the foundation for the development of a selling proposal, which is composed of the elements that will make up the advertising message's "copy platform." This platform delineates the images, copy, and art work that the business owner believes will sell the product. With these concrete objectives, the following elements of the advertising strategy need to be considered: target audience, product concept, communication media, and advertising message. These elements are at the core of an advertising strategy, and are often referred to as the "creative mix." Again, what most advertisers stress from the beginning is clear planning and flexibility. And key to these aims is creativity, and the ability to adapt to new market trends. A rigid advertising strategy often leads to a loss of market share. Therefore, the core elements of the advertising strategy need to mix in a way that allows the message to envelope the target consumer, providing ample opportunity for this consumer to become acquainted with the advertising message. TARGET CONSUMER The target consumer is a complex combination of persons. It includes the person who ultimately buys the product, as well as those who decide what product will be bought (but don't physically buy it), and those who influence product purchases, such as children, spouse, and friends. In order to identify the target consumer, and the forces acting upon any purchasing decision, it is important to define three general criteria in relation to that consumer, as discussed by the Small Business Administration: 1. DemographicsAge, gender, job, income, ethnicity, and hobbies.
19

2. BehaviorsWhen considering the consumers' behavior an advertiser needs to examine the consumers' awareness of the business and its competition, the type of vendors and services the consumer currently uses, and the types of appeals that are likely to convince the consumer to give the advertiser's product or service a chance. 3. Needs and DesiresHere an advertiser must determine the consumer needsboth in practical terms and in terms of self-image, etc.and the kind of pitch/message that will convince the consumer that the advertiser's services or products can fulfill those needs. PRODUCT CONCEPT The product concept grows out of the guidelines established in the "positioning statement." How the product is positioned within the market will dictate the kind of values the product represents, and thus how the target consumer will receive that product. Therefore, it is important to remember that no product is just itself, but, as Courtland L. Bovee and William F. Arens stated in Contemporary Advertising, a "bundle of values" that the consumer needs to be able to identify with. Whether couched in presentations that emphasize sex, humor, romance, science, masculinity, or femininity, the consumer must be able to believe in the product's representation. COMMUNICATION MEDIA The communication media is the means by which the advertising message is transmitted to the consumer. In addition to marketing objectives and budgetary restraints, the characteristics of the target consumer need to be considered as an advertiser decides what media to use. The types of media categories from which advertisers can choose include the following:

PrintPrimarily newspapers (both weekly and daily) and magazines. AudioFM and AM radio. VideoPromotional videos, infomercials. World Wide Web. Direct mail. Outdoor advertisingBillboards, advertisements on public transportation (cabs, buses).

SR Foils primarily focuses on Print Media-( Times of India, Amar Ujala, HT city etc.). Apart from this, it is also focusing on Outdoor advertising like display boards, Exclusive merchandising at retail counter etc.
20

After deciding on the medium that is 1) financially in reach, and 2) most likely to reach the target audience, an advertiser needs to schedule the broadcasting of that advertising. The media schedule, as defined by Hills, is "the combination of specific times (for example, by day, week, month) when advertisements are inserted into media vehicles and delivered to target audiences." ADVERTISING MESSAGE An advertising message is guided by the "advertising or copy platform," which is a combination of the marketing objectives, copy, art, and production values. This combination is best realized after the target consumer has been analyzed, the product concept has been established, and the media and vehicles have been chosen. At this point, the advertising message can be directed at a very concrete audience to achieve very specific goals. Hiam and Schewe listed three major areas that an advertiser should consider when endeavoring to develop an effective "advertising platform":

What are the product's unique features? How do consumers evaluate the product? What is likely to persuade them to purchase the product?

How do competitors rank in the eyes of the consumer? Are there any weaknesses in their positions? What are their strengths?

Most business consultants recommend employing an advertising agency to create the art work and write the copy. However, many small businesses don't have the up-front capital to hire such an agency, and therefore need to create their own advertising pieces. When doing this a business owner needs to follow a few important guidelines. COPY When composing advertising copy it is crucial to remember that the primary aim is to communicate information about the business and its products and services. The "selling proposal" can act as a blueprint here, ensuring that the advertising fits the overall marketing objectives. Many companies utilize a theme or a slogan as the centerpiece of such efforts, emphasizing major attributes of the business's products or services in the process. But as Hiam and Schewe caution, while "something must be used to animate the theme care must be taken not to lose the underlying message in the pursuit of memorable advertising." When writing the copy, direct language (saying exactly what you mean in a positive, rather than negative manner) has been shown to be the most effective. The theory here is that the less the audience has to interpret, or unravel the message, the easier the message will be to read, understand, and act upon. As Jerry Fisher observed in Entrepreneur, "Two-syllable
21

phrases like 'free book,' 'fast help,' and 'lose weight' are the kind of advertising messages that don't need to be read to be effective. By that I mean they are so easy for the brain to interpret as a whole thought that they're 'read' in an eye blink rather than as linear verbiage. So for an advertiser trying to get attention in a world awash in advertising images, it makes sense to try this message-in-an-eye-blink route to the public consciousnessbe it for a sales slogan or even a product name." The copy content needs to be clearly written, following conventional grammatical guidelines. Of course, effective headings allow the reader to get a sense of the advertisement's central theme without having to read much of the copy. An advertisement that has "50% Off" in bold black letters is not just easy to read, but it is also easy to understand. ART WORK AND LAYOUT Small business owners also need to consider the visual rhetoric of the advertisement, which simply means that the entire advertisement, including blank space, should have meaning and logic. Most industry experts recommend that advertisers use short paragraphs, lists, and catchy illustrations and graphics to break up and supplement the text and make the document both visually inviting and easy to understand. Remember, an advertisement has to capture the reader's attention quickly. ADVERTISING BUDGET The advertising budget can be written before or after a business owner has developed the advertising strategy. When to make a budget decision depends on the importance of advertising and the resources available to the business. If, for instance, a business knows that they only have a certain amount of money for advertising then the budget will tend to dictate what advertising is developed and what the overall marketing objectives will be. On the other hand, if a business has the resources available, the advertising strategy can be developed to meet predetermined marketing objectives. For small businesses, it is usually best to put together an advertising budget early in the advertising process. The following approaches are the most common methods of developing an effective budget. All the methods listed are progressive ones that look to perpetuate growth:

Percentage of future or past sales Competitive approach Market share All available funds The task or objective approach

22

The easiest approachand thus the one that is most often usedis the percentage of future or past sales method. Most industry experts recommend basing spending on anticipated sales, in order to ensure growth. But for a small business, where survival may be a bigger concern than growth, basing the advertising budget on past sales is often a more sensible approach to take.

METHODS OF ADVERTISING Small business owners can choose from two opposite philosophies when preparing their advertising strategy. The first of these, sometimes called the push method, is a stance wherein an advertiser targets retail establishments in order to establish or broaden a market presence. The second option, sometimes called the pull method, targets end-users (consumers), who are expected to ask retailers for the product and thus help "pull" it through the channel of distribution. Of course, many businesses employ some hybrid of the two when putting together their advertising strategy. PUSH METHOD The aim of the push method is to convince retailers, salespersons, or dealers to carry and promote the advertiser's product. This relationship is achieved by offering inducements, such as providing advertising kits to help the retailer sell the product, offering incentives to carry stock, and developing trade promotions. PULL METHOD The aim of the pull method is to convince the target consumer to try, purchase, and ultimately repurchase the product. This process is achieved by directly appealing to the target consumer with coupons, in-store displays, and sweepstakes.

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

A two stage research will be conducted. Primary Research In order to gather information about the various products, I will personally visit a number of retail markets and collect data pertaining to the prices of the different products as well as the schemes which are being provided by the competitors. The market visits is useful in knowing the comparative prices and quality of the offered brands vis--vis the competitive brands. Detail regarding the packaging of the products will be collected and I will also inquire about the various sales promotion schemes followed by the threse companies. By interviewing these retailers, valuable information will be collected. I will also inquire from them about their marketing advertising and distribution strategies.

Secondary Research Information will be collect from secondary sources such as catalouges, newspapers, magazines. Beside these the use of Internet will be also making in collecting relevant information. The data collected from the above mentioned sources has been adequately structured and used at appropriate places in the thesis. This particular way of data collection will be using because of its low cost (except data collected through surfing the internet) and less time consumption.

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SAMPLE SIZE I have collected the data from 100 different customer who are users of Home foil or SR foils product.

25

DATA ANALYSIS
1. Had you heard about company core advantage of the Indian Foils & Tissue Industry? Yes No Awareness about the SR Foils Yes No 74 26

Awareness about the SR foils & Tissues

No 26%

Yes 74%

Interpretation SR Foils India has a very old presence in world wide while judging this statement we did brief survey of various People and according to our out put the data 74% people are actually aware about the SR Foils as a brand name and the SR Foils product SR Foils product. While still 26%

people still not aware about the SR Foils

need to focus to target 26%

those people who doesnt know about the SR Foils

product. Customer satisfaction and

loyalty would come if the customer aware about the SR Foils s product so effectively only

26

74% customer who knew very well what SR Foils product available is for the customer. If Yes 2 How you came to know about this company? 1 2 3 4 By Newspaper By Friend Other Means of Advertisement.

doing in the Indian market and what

Others (Specify) _________________________________________________

Awareness about the SR Foils Product Newspaper By Friend Means of Advertisement Self Research Hoarding Retailers 40 17 62 42 52 10

Awareness about the SR Foils

Retailers 4% Hoarding 23% Self Research 19% Newspaper 18% By Friend 8% Means of Advertisement 28%

Interpretation How people got to know about the SR Foils product, there is various ways. Once customer know about the company brand so for SR Foils in my project effective people for the survey is because they know about the SR Foils s brand name. people got to know about the SR Foils
27

from various parameter, like 23% people got to know about the SR Foils

through

Hoarding while 28% people got to know from the advertisement that is doing by the company while 19 % people knew SR Foils s brand through the self research and news paper is only effective by the 18%. Recommendation to increase awareness among the customer for SR Foils is SR Foils can be focused more to hoarding advertisement rather than the news paper also self research contributed maximum so SR Foils brand awareness so SR Foils increase to advertise on internet, book etc.

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How would you rate products of SR Foils? 1 2 3 4 Excellent Very Good Good Poor

Customer satisfaction from product Excellent Very Good Good Poor 34 76 85 28

Customer satisfaction from product

Poor Excellent 13% 15% Good 38% Very Good 34%

Interpretation Out of valuable customer for our survey it seems that 15% rated SR Foils s product as excellent in quality while 34% rated as very good experience that they have while using SR Foils s product and 38% people are rated as good to using SR Foils s product. Recommendation about the SR Foils would be 13% people rated SR Foils product as poor one so company need to focus on those area why people rate as a poor why they perceive that SR Foils products quality is poor.
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How would you rate various services that provided by the SR Foils to the company? 1 2 3 4 Excellent Very Good Good Poor

Customer satisfaction from Services Excellent Very Good Good Poor 50 67 57 49

Customer satisfaction from Services

Poor 22% Good 26% Excellent 22% Very Good 30%

Interpretation Recent survey conducted by the Business standard and it shows customer satisfaction also depends upon what is you sales after service strategy, according to our survey about the SR Foils 22% people rated SR Foils as a excellent service provider while 30% rated it has very good sales after service support and 26% rated good for the service to SR Foils s. The concern area for SR Foils is 22% people who rated SR Foils service as a poor one and not which is one of the area where customer are not satisfied so for the SR Foils it need to be justify and fill the gap as soon as possible.

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5. Did you find the products upto the standard or Marks as specified before purchase? 1 2 Yes No(Specify)__________________________________________________

Product Standard Yes No 201 22

Product Standard
No 10%

Yes 90%

Interpretation Before purchase customer are very cautious about the product quality and its standard in the case of SR Foils about 90% people are happy with the kind of product quality that they product. While only 10% people are not

would received before purchasing the SR Foils satisfied the product quality of SR Foils .

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Are you using other company are Product (Same type of Products) simultaneously? 1 2 Yes No

Comparison with Product Yes No 218 5

Comparison with Product

No 2%

Yes 98%

Interpretation Using SR Foils product with the other company product which gives insight to know more about the competition level for the SR Foils now we got very surprisingly result 98% people says yes while using SR Foils product they also using some other company product. So kind of competition we can feel that SR Foils has. Only 2% people using SR Foils product.

Which quite less than the other favorable out put

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Would you recommend companys products to others? 1 2 Yes No

Recommendation to other Yes No 219 4

Recommendation to other
No 2%

Yes 98%

Interpretation Recommendation to other means customer buy the product due to influenced by the others also which shows very beneficial for the company. 98% people who is using SR Foils product is ready to recommend others to use SR Foils which is very positive sign for the customer. Now move to other strata 2% only those people who doesnt want to recommend SR Foils product to others

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8. Age (in years)

Below 20 20 30 30- 40

40 60 Above 60 Age of the Respondent

Below 20 20 30 30- 40 40 60 Above 60

22 19 39 11 9

Age of the respondent demonstrate that the people who are perspective buyer of the SR Foils at which age group if we focus on the which age group is contributed how much in our

survey because this is one of the indicator which show which demographic age group is more likely to purchase SR Foils or other SR Foils . 39% of the people suggested that there age group Is 30 to 40 which is the middle age group while 19% of the people suggested that there age are in between 20 to 30 or late 25 because these age group are generally found due to of the young entrepreneur or salaried callas growing in this segment.

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9.Sex : .................................

Gender Male Female 62 38

As per our study based on the identifying desired service for improving customer satisfaction and attracting new customer for the SR Foils it is equally important to have balanced result preposition of male and Female. 62% of the people are male who is contributed in the survey and 38% of the people who is contributed in the survey is Female.

10.Occupation : ....................................................................................... Occupation:

35

This question tell us about the occupation level of the perspective customer who has a account future planning to purchase these three, 36% of the people suggested that they are professional in Delhi, adding to this 20% of the people are businessman who has a planning to purchase these three SR Foils, adding to this 11% of the people are salaried.

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FINDINGS & CONCLUSION

SR Groups production scale and economic strength have been expanding continuously. Set on a road to achieve vertical integration the Group has invested in a green field project to manufacture world class Tissue Paper. The Green field project is in compliance with Good Manufacturing Practice (GMP) and has the installation of fully automatic converting equipment, manufacturing products for our customers. The facility conforms to high hygiene standards to produce soft hygienic tissue paper. Untouched by hand and made by modern converting machines, tissue paper is converted to products like Napkins, Facial Tissue and Tissue rolls. The company concentrates not only on the logic of production efficiency & market dynamics but also production speed & technology in terms of added value translated in flexibility, reliability, cost saving & market innovation. SR Foils India has a very old presence in world wide while judging this statement we did brief survey of various People and according to our out put the data 74% people are actually aware about the SR Foils as a brand name and the SR Foils product SR Foils product. While still 26%

people still not aware about the SR Foils

need to focus to target 26%

those people who doesnt know about the SR Foils

product. Customer satisfaction and

loyalty would come if the customer aware about the SR Foils s product so effectively only 74% customer who knew very well what SR Foils product available is for the customer. people got to know about the SR Foils from various parameter, like 23% people got to know about the SR Foils through Hoarding while 28% people got to know from the advertisement that is doing by the company while 19 % people knew SR Foils s brand through the self research and news paper is only effective by the 18%. Recommendation to increase awareness among the customer for SR Foils is SR Foils can be focused more to hoarding advertisement rather than the news paper also self research contributed maximum so SR Foils brand awareness so SR Foils increase to advertise on internet, book etc. Out of valuable customer for our survey it seems that 15% rated SR Foils s product as excellent in quality while 34% rated as very good experience that they have while using SR Foils s product and 38% people are rated as good to using SR Foils s product. Competent production and performance open to innovation and always looking for what is feasible has helped the Brand grow. This has been made possible in close cooperation with the buyers of our products and mutual orientation with retailers and wholesalers toward the needs of the
37

doing in the Indian market and what

consumers. The Company supports 25 stock points spread all over India and 500 distributors and more then 10 million retailers by converting large volumes of Aluminum Foil, Cling Film and Tissue paper on machines imported from world renowned manufacturers to cater to specific orders for the market and Private Labels. On the export front, we have already created a dent in the International Market. We are receiving repetitive orders from Middle East Countries. Soon we hope to enter into the European Market also

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RECOMMENDATIONS
Company should give more importance in Brand Building. o Brand equity and Brand awareness should be created. o Prices should go with the volume and according to the competitors. o Service stands should be given top priority. Technical Services should be provided by the companies to create awareness of brands to the consumers. Company should make stocks available on demand at all times with product mix. Dealer oriented schemes giving moral boost should be encouraged on par with other companies. 100 % Transparency and accuracy in transactions to dealers should be made available from time to time. o Logistic arrangements should be assured to dealers/ consumers for intercity movements. o Confidence building measures should be periodically under taken. Recommendation about the SR Foils would be 13% people rated SR Foils product as poor one so company need to focus on those area why people rate as a poor why they perceive that SR Foils products quality is poor.

39

BIBLIOGRAPHY
Marketing Management - Philip Kotler Marketing Research - G.C.Beri Research Methodology - R.Kothari Marketing Management - Verma and Agarwal

40

ANNEXURE

QUESTIONNAIRE
1.Had you heard about company core advantage of the Indian Foils & Tissue Industry?

Yes No If Yes

How you came to know about this company? 5 6 7 8 By Newspaper By Friend Other Means of Advertisement. Others (Specify) _________________________________________________

How would you rate products of SR Foils? 5 6 7 8 Excellent Very Good Good Poor

. 4 How would you rate various services that provided by the SR Foils to the company? 5 6 7 8 .
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Excellent Very Good Good Poor

5. Did you find the products upto the standard or Marks as specified before purchase? 3 4 Yes No(Specify)__________________________________________________

Are you using other company are Product (Same type of Products) simultaneously? Yes No

Would you recommend companys products to others? Yes No

9. Age (in years)

Below 20 20 30 30- 40

40 60 Above 60

9.Sex : .................................

10.Occupation : ....................................................................................... Occupation:

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