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INTRODUCTION
HORIZONS LAMKRAFT PVT. LTD. is one of the leading manufacturers of decorative and industrial laminates in India. It has the most modern plant and machinery from well known manufacturers. The design papers are sourced from leading Japanese and European printers. The stainless steel plates used by the company are imported from well-known German and Italian manufacturers. The company is backed buy\y a team of well-experienced personnel in the field production, R & D, QC and Marketing. This team is supported by our dedicated work force. We have an installed capacity to manufacture over 1,00,000 sheets per month. At HORIZONES we are known for our adherence to schedules. You will get what you need and precisely when you need it.
LOCATION
REGISTERED OFFICE
603, Silicon Tower, Behind Samartheshwar Mahadev Mandir, Law Garden, Off. C.G. Road, Ahmedabad - 3800 006 Gujarat (India) Fax: +917930072554 Res. 91-079-32511255 Email: vn_signature@ricmail.com mktg@signaturelam.com
FACTORY
246-247 kanera Sarsa Road, Nr. Bareja, Opp. IOC Depot, IOC Depot, Dist. Kheda, Village-Kanera - 387540. Gujarat (India) Email: info@signaturelam.com
PRODUCT
Product planning is the process of determining that line of products which can secured maximum net realization from the intended markets. It is an Act of marketing in supervising the search, screening and development new product. At Signature Laminates The marketing division set up a team which looks in to the need of customer. They prepare a set of questionnaires which they present before the general public who give their response on the need or the deficiency in the supply of oil and food. Signature Laminates Has tried their level best in planning their product for its better marketing and advertisement they used to plan their products for advertisement in such a way that its pre-planned activities of advertisement can directly impact on its customer, staff of Signature Laminates are spending proper time in deciding the product and way of its better advertisement, which helps the product to reach the customer.
PRODUCT
LINE IN ADVERTISEMENT
Product liner group of products that are closely related because they perform a similar function and are sold to the same customer and are marketed through the same channel of the distribution line, or make a with particular price range. To make decision in the product line, the management has to acquire to main type of information. They are, The management should aware about the sales of the various product and distribution and profit each item in the same line should be carried out. They must be known to their products and should compare their products line strategy with competitors products line. But at Signature Laminates the decision regarding various lines is not possible because it is private unit.
Definition
These days advertisement regard as any paid form of non personal communication of ideas, goods and services by and identified sponsor. Advertisement and marketing mix.
Product
Advertisement makes us aware about product improvements and innovation.
Price
Price is the value offered in exchange of product in terms of money. Price and quality are interrelated. A premium product is high price and quality product. Pricing strategies can be skimming or penetrative. In skimming strategy, we charge a lower price initially to cover product development cost. Once competition enters the market, the price is reduced. In penetrative strategy we charge a lower price initially to penetrate the market deeply.
Place distribution
All advertisement decisions are coordination with distribution decisions, because advertising creates demand, and if the product is not available, it wastage of advertising budget.
College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani 8
Promotion
Advertising is used with personal selling, public relation, direct marketing and sales promotion. Relation of product advertising to product life cycle.
TYPES OF ADVERTISING
Informative advertising
It builds up and initial demand for the new product at the introduction stage. It is basically for awareness and availability of the product.
Persuasive advertising
It aims at building up the demand for a specific product in growth and maturity stage.
Reminder advertising
It aims at strengthening the previous promotional activity by keeping brand name before the eye for the public in maturity stage as well as in declining stage.
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TYPES OF APPEALS
a. Rational appeals
There are direct towards the thinking faculty of the audience. Like high quality, low price , performance, and ease of use.
b. Moral appeals
Moral appeals are directed to the audiences sense of what is right and proper. The good theme interesting, creditable, true and complete.
c. Emotional appeals
Here the agitated of excited state of mind prompts us to purchase. We act with our heart. Two types positive (love, prestige, joy, mothers love) and negative emotional appeals (fear, warning)
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II.
Money (budget)
In advertising budget, whatever amount company spends on advertising, it should recover that amount within a year. Signature spend 4% of overall turnover on advertising, and marketing. Expenditure is 3-4 of overall turnover. Now lets consider some factors:
Stage in PLC: Signature Laminates is established brand since 2003 So it may require higher budget comparatively new brands.
III.
Competition
Signature Laminates has competition from domestic (Moti-SiliconOlympic). All these company spend lot of money in advertisement. So Signaturel should also spend some amount on advertising.
IV.
Message:
The main message of Signature Laminates is I M COMPLETE WITH U.
V.
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IMPORTANCE
OF ADVERTISEMENT
Advertisement is just one of many types of information employee by consumers that may ultimately shape their wants, attitudes, predisposing and purchase of a particular product. The goals of advertisement are: To increase demand for the product. To build brand image of a product in a competitive market. Most firms have their output and advertisement can do much to minimize such fluctuation. It is considered that advertisement improves profitability in less tangible way by creating goodwill for the firm. In developing an advertisement programme, marketing manager must always start identifying the target market and buyer motive. Then they proceed to make the 5 major decisions in developing an advertisement programme known as 5Ms, What is the advertising objective? (Mission) How much can be spend? (Money) What message should be send? (message) What media should be used? (Media) How should the results be evaluated? (Measurement)
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EXPENSES
ARE AS UNDER
(3%OF
SALES)
Press 40%
TV. 15%
Cinema 15%
radio 30%
Among all tools of promotion advertisement is given the prime importance by Signature. That can be seen from the above chart. More streets is put on Press. Radio media is also given importance.
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NATURE OF RESEARCH
Marketing research is the systematic, objective, and exhaustive search for any study of the relevant to problem in the field of marketing.
Crisp
R.D.
Marketing research is the systematic recording and analyzing of data about problem relating to marketing.
Association
Research can be defined as the systematic gathering recording analyzing of data, and relating to the marketing of good and services There are two types of research; basic research is that research which is intended to expand the body of knowledge foe the use of others. Applied research is a carried out for solving of a particular problem or for giving specific decision. Also applied research is a kind of survey. The research for advertisement effectiveness Signature Laminates is applied research.
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OBJECTIVES OF RESEARCH
1) To view the market share of Indian Laminates market. 2) To study the effectiveness of advertisement of Signature Laminates. 3) To know consumer preference for various promotional schemes of
Signature Laminates.
4) To know current consumer states for Signature Laminates.
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Research methodology.
Area of the study: The are of the study is Kalol. Sample size:
The size of sample taken for the study in 60 respondents (50 consumers and 10 retailers.)
SL NO. 1 2 3 Respondent Consumer Retailer Total NO. OF REPONDENT 50 10 60
Sampling method
Respondent are selected by convenient sampling method
Sampling instruments
Questionnaire for consumer and retailers
Sampling unit
Individual Data source We have collected both types of data, primary as well as secondary data. i. Secondary data. Company reports Internet surfing Old survey reports ii. Primary data. Questionnaire Interview
College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani 17
ADVERTISEMENT BUDGET
There are 5 specific factors to consider while setting the advertisement budget. They are, Stage in the product life cycle. Market share and consumer base. Competition and clutter. Advertising frequency. Product substitutability. There are various method for setting advertisement budget. It differs from company to company. Some of the methods are as follow, 1. 2. 3. 4. Percentage of sales or percentage of groups margin. All you can afford. Competitive parity method. Objective and task.
Here the Signature Laminates Are fixing their budget as per the decision of the board of director are as per the advertisement required for the product awareness. Year
2005-2006 2006-2007 2007-2008 2008-2009
Sales in lacs
40.6 45.2 49.4 55.3
Advertisement
2,00,000 3,25,000 3,75,000 4,00,000
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ADVERTISEMENT STRATEGY
The end product of advertising is planning and creative strategy and its execution in the form in which an advertise appears. There are various among the media like radio out door media etc. the seed of the advertisement message are to be found in the purchase proposition. The success of failure of the message as measured by the audience has offer not merely in the terms of product quality and characteristics but more as to their relevance to the requirement and mental make up. According to lack of the product which type of consumer has to face by company such strategy is use.
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RESPONDENT
OF ADVERTISEMENT
There are various modes through which company can advertise its product. Customer also bran user choose the product through the various sorts brand users choose the product through the various sorts of advertising media only. The following table show the various mode of India for product advertisement which is adopted by this unit. Table showing media for advertisement where respondent find advertisement No. 1 2 3 4 5 6 7 8 9 10 11 12 Particulars Television News paper Magazine Hoardings Radio Theatre Poster City bus tin plates Pamphlets Well paintings Banner Internets No of respodent 100 83 25 25 22 8 36 4 9 7 6 1 In % 100 83 25 25 22 8 36 4 9 7 6 1
The above table shows the different types of media advertising, which are displayed for various products. From above table we find advertisement in TV. And news papers are more effective media source for advertisement.
120 100 80 60 40 20 0
Te l N evis ew io n s pa M pe ag r a H z in oa e rd in gs R ad Th i o ea C tre ity bu Po s s t in ter p Pa lat e W mp s el h l p l et ai s nt in g Ba s n In ner te rn et s
Series1
21
no
1 2 3 4
particular
In the morning At afternoon In the evening At night
No. of Respondent
9 14 27 30
In %
9% 14% 27% 50%
Generally advertisement should be displayed on TV. At that time where people are watching more TV. From above table we can come to know the time of watching TV. By people. So a company can give its advertisement in that relevant manner. Advertisement should be shown on TV. During night time, as more people are watching at night time. So to create product awareness, a company should select the timings according to it.
30
50% 4
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Today news paper is more effective for advertisement. Every one reads new paper everyday, sop company should possess an effective print media that is news paper. So news paper is important tool for product awareness.
Time of India
Economic times
Gujarat samachar
Sandesh
Finance express
50 40 30 20 10 0
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33 10 10% 6 6% 44% 6 6%
41%
33%
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No
1 2 3 4 5 6 7 8 9 10 11 12 13 -
Particular
A tool to create awareness A way to sale the product Demonstration of the product To introduce new product Product that create direct impact on people and it indices the people to use it once For product publicity A way by which a common people know the product an it quality An idea for earning money A media to pass companys product to the customers Propaganda of product Ti increase products demand A good business policy to attract people Did not answer Total
In %
2 7 4 26 1 4 1 7 1 2 1 36 8 100 %
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Analysis
Consumer survey
Usage rate of particular brand Sr. no. 1 2 3 4 5 Brand name Signature Silicon Olympic Touchlam Moti Total 50 20 08 04 08 50 No of respondent In percentage 40 20 16 08 16 100
From the above data, we can know that vadilal has highest market of 40% than come havmoer and pestangi having market share of 20% and 16% respectively.
Olympic Silicon
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Particular
Regular Irregular
No of respondent
31 19
In percentage
62 38
regularuty
Irregular
Regular
We cam find that in Laminate market regular users are in more proportion to irregular. Mostly in case of Signature Laminates, people show regularity in using laminates brands have less regularity only because of brand image.
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Particular
Scheme ADS. Friend Others Total
No of respondent
12 05 00 01 18
In percentage
66.67 27.78 00 5.55 100
Some factor result in irregularity of using laminates, which tends to switch from nor brand to another brand. In those factors, schemes and ads. Are most effective to induce brand switching. So we can learn that company has to more emphasis on scheme and ads to win nonusers and customers of other brands.
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No of respondent 04 11 05 07 03
30
40 35 30 25 20 15 10 5 0 Brand image 13.33 Good taste, 36.67 High quality 16.67 Germ decay, 23.33 Others 10
In percentage
Most factors which causes for good demand includes good taste, freshness, high quality. Also brand image plays important role. So company should concentrates, on high quality and good taste of laminates. One important thing is that is that company should maintain quality of laminates forever.
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WHICH M EDIA
Sr. no
1 2 3 4 5
USE TO EXPOSE ?
Media
News paper T.V. Radio Wall painting Poster
Total
There are end numbers of Medias to expose message to customers and potential. T.V. and news papers are most useful media of ads. But unfortunately, Signature Laminates not uses news paper, magazine as a media to expose message. Television has highest weight age through which makes aware customers with Signature Laminates. However, they also use in good proportion of wall painting and poster which is most costly and having long effect media.
In percentage , Poster , 19, 19% In percentage , Wall painting , In 21, 21% percentage , Radio, 9, 9% News paper T.V. Radio
In percentage , News paper , 41, 41% In percentage , T.V., 10, 10% Wall painting Poster
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1 2
30
Total
No of respondent 31 19 50
In percentage 62 32 100
Will buy
From the above figure, we can find that only 60% have use Signature Laminates while 40% are unaware about Signature Laminates or have not use Signature Laminates. Also from interview. It will reveals that brand preference toward Signature Laminates.
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50 40 30 20 10 0 Others 13.33
Data is most important for this research study. We can know reasons having low brand image, brand loyalty and less demand. It is prove that people dont like design and also give high preference to other to other brands like Silicon, Touchlam, Olympic and Motilam etc. also we can find that Signature Laminates has reasonable price and good scheme because only one respondent has complained of high price who is newly user of Motilam Laminates.
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Target respondents are above 15 years. All the respondents could not fill their questionnaire on their own due to language problem. Finding of the study are based on the assumption that the respondents have given correct information In spite of the limitations a sincere effort has been put in to get the relevant information and desired information. The final information may not be in accordance to the actual situation due to these limitations.
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I would like to suggest the company to give more emphasis on the advertisements. Budget of the advertisement should be increased to a greater extent. Time duration of the ADS should be made longer. Banners and hoardings are also suggested to increase the publicity of the brand and create the brand image.
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CONCLUSION
Virtually, all business establishment, including large and small on there objectives and resources Advertisement and sales promotion are most important tools to aware customers about brand and also to improve image and demand of product as well as company itself We understand that the retailers need support from the companies, but the priority is fixed as the advertisement is on top, the promotional schemes provided by the company is on second and the final they want is the brand loyalty of the company. Or the product they are going to sales. Whew as advertisement offers a reason to buy, sales promotion offers an incentive to buy. Signature Laminates is in good line and length in Laminates market. It has good policy. Sales promotion schemes are also comparatively effective. Currently, sales of Signature Laminates in Gujarat State in Rs. 800000 and rs 3900000 per month respectively. Sales growth is increasing day by day however it ahs to give more emphasis to advertisement in T.V. news papers, and other effective medias t create awareness and brand preference.
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QUESTIONNAIRES
Dear consumer, I am student of COLLEGE OF COMPUTER & MANAGEMENT STUDIES, VADU. Undergoing project in HORIZONS LAMKRAFT PVT. LTD. This questionnaire is intended to know about current Advertising of the company and make it better to reach attain your satisfaction level based on data collection from this survey. I expect your kind co-operation
Q- 2 A RE
IV. Others
Brand image Good design High quality Germ decay, prevention Others
Q-5 E XPOSURE
OF ADS .
O F S IGNATURE
LAMINATES
I. Have seen ads of Signature Laminates II. Have not seen ads. Of Signature Laminates
USE TO EXPOSE ?
High price Preference to other brand Not availability Not good scheme
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PERSONAL DETAIL
1. Name: 2. Age: I. II. III. IV. V. <13 13-20 21-26 27-45 >46
3. Gender: I. Male II. Female 4. Qualification I. II. III. IV. Graduate P.G. Matriculate None
5. Occupation I. Student II. Employee III. Business man IV. House wife
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Bibliography
Books
marketing management by Philip kotler. marketing management by G.C Beri
Website
www.signaturelam.com
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