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Summer Training Report

On

MARKETING MAPPING OF PU SEGMENT

Completed In JUBILANT AGRI & CONSUMER PRODUCTS LTD

Submitted In Partial Fulfillment

Of the Requirement

Of Bachelor of Business Administration

Training Supervisor Submitted By

Mr.Ranjit Kumar Name of the student: PALLAV BHARDWAJ

Designation: BBA MENTOR ENR No./Batch:02750501715 BBA 5TH SEM 2ND SHIFT
Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)


Declaration

I hereby declare that this Project Report titled MARKETING MAPPING OF PU SEGMENT submitted
by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide work undertaken
during the period from 7thJULY 2017 to 10TH AUGUST 2017 by me and has not been submitted to any
other University or Institution for the award of any degree diploma / certificate or published any time before.

(Signature of the Student) Date: / / 2017


Name: Pallav Bhardwaj
Enroll. No.: 02750501715
Bonafide Certificate

This is to certify that as per best of my belief the project entitled MARKETING MAPPING OF PU
SEGMENT. is the bonafide research work carried out by Pallav Bhardwaj student of BBA, BCIPS,
Dwarka, and New Delhi during July-August 2017, in partial fulfillment of the requirements for the Summer
Training Project of the Degree of Bachelor of Business Administration.
He has worked under my guidance.

--------------------
Name: Rekha Dhaiya
Project Guide (Internal)
Date:

Counter signed by
-------------
Name: Dr. Devender Sharma
Director /HOD
Date:
Acknowledgement

I would like to express my sincere gratitude to my project guide Mrs. Rekha Dhaiya for giving me the
opportunity to work on this topic. It would never be possible for me to take this project to this level without
her innovative ideas and her relentless support and encouragement. I would also thank my Jubilant staff and
my faculty members without whom this project would have been a distant reality. I also extend my heartless
thanks to my family and well-wishers.

Name: Pallav Bhardwaj

Enrollment No.: 02750501715


TABLE OF CONTENTS

Particulars Page No

Summary
Plan of the Research
Introduction
Objective Of The Study
Review Of Literature
Company Profile
SWOT Analysis
Research Methodology
Data Collection& Data Analysis
Findings
Conclusions
Suggestions
Bibliography
Annexure

SUMMARY

Jubilant Agri and Consumer Products Limited (JACPL) JACPL is a well-diversified company with product portfolio that includes Crop
Nutrition, Crop Growth & Crop Protection Products; Consumer products like Adhesives, Wood Finishes; Food Polymers;
Latex such as Vinyl Pyridine, SBR and NBR latex. JACPL is a wholly owned subsidiary of Jubilant Industries Limited (JIL). The main objective
of this company is to provide the best quality products to their customer in low cost with their competitor. According to the study of the markets,
it is being observed that there are many players available in the markets and some of them are really doing well. According to my observation in
marketing survey of pu segment suggestions are *I think charm wood should enter in this market because pu segment is mostly preferred by
customers. And this category has vast coverage in wood finish market. *The biggest competitors are Asian, sirca, Berger, ica. But mostly market
is covered by Asian and circa. Asian prices are affordable but sirca prices are higher than Asian. * Charm wood should compete with Asian by
compete through price and quality. * Charm wood should launch the charm wood with attractive packaging in different sizes. And charm wood
should also have more focus on promotional techniques like schemes, advertising company can also visit workshops, factories which are making
wood finish products for internal and external trade and also contact to the local labors for promotion.
After the depth study of all the current situation of the market, I come to this conclusion that the Indian market is so open and vast for the POLY
UTHERANE products. There is a great opportunity in the PU segment market. If they provide awareness and consistent promotional and
advertising then, they would be number one company.
Marketing mapping provides clear indication for company to have brand developmental needs. Product weakness with respect to the required
competencies discovered in the assessments shows opportunity for development for the quality of product and brand awareness. At present
scenario, marketing mapping is essential for every organization. Only thing that if the organization used it effectively means, they will definitely
get benefit. The market competencies can be enhanced through conducting various research and development program, assigning projects, to
involve all the decision-making process etc

PLAN OF THE RESEARCH

INTRODUCTION

The project titled MARKET MAPPING OF PU SEGMENT has been carried out for Jubilant Agri and Consumer Products Limited (JACPL),
is headquartered in Noida, India Jubilant Agri and Consumer Products Limited (JACPL), and is headquartered in Noida, India.
The main objective of this project is to do marketing mapping of PU SEGEMENT of the company with the competitor and how to regenerate
their confidence in the prevailing market condition. The whole summer internship period with Jubilant Agri and Consumer Products Limited
(JACPL) has been full of learning and sense of contribution towards the organization. In this project the great emphasis is given to the customer
minds in respect to preferring the needs and wants of the customer is taken into consideration.

Jubilant Agri and Consumer Products Limited (JACPL) JACPL is a well-diversified company with product portfolio that includes Crop
Nutrition, Crop Growth & Crop Protection Products; Consumer products like Adhesives, Wood Finishes; Food Polymers;
Latex such as Vinyl Pyridine, SBR and NBR latex. JACPL is a wholly owned subsidiary of Jubilant Industries Limited (JIL).
The main objective of this company is to provide the best quality products to their customer in low cost with their competitor. According to the
study of the markets, it is being observed that there are many players available in the markets and some of them are really doing well.

In this modern competitive world, managers are required to improve the efficiency and effectiveness of their business operations. As there are
several factors that affect efficiency and effectiveness of operations, the improvement is required to be carried out in every factor. They are
required to bring every factor in synchronization with other factors. TQM, TPM, BPR and other similar initiatives provide direction to
improvement in business operations.

Good Managers are generally aware about different qualities a person must possess to do a job effectively, and they make use of their knowledge
to select and train their subordinates. Marketing mapping helps to develop objective system for recruitments, Promotions, training &
development, and performance diagnostics.

HR professionals are entrusted with the responsibility for selection, training and development, administration, deployments support, performance
appraisal and performance diagnostics of the employees. The most important part of these responsibilities is assessment of the individuals for
their suitability for different functional tasks, and development of their potential to be effective and excel in assigned tasks.

The Companys success so far in this business is an outcome of its strategic vision to attain leadership position in each of its businesses. Driven
by a culture of innovation the Company focuses on delivering world class products and services to its customers.
Jubilant Agri and Consumer Products Ltd. manufactures and sells agri and consumer products. The company operates in Performance Polymers,
Agri Products, and Retail segments. It offers performance polymers, including adhesives and wood finishes, food polymers, and VP latex and
SBR latex; and agri products, such as single super phosphate, sulphuric acid, and agro chemicals for crop products. The company also runs and
maintains hypermarkets cum malls. It has operations in India, the United States, Europe, China, and Asia. The company was incorporated in
2008 and is based in Gajraula, India. Jubilant Agri and Consumer Products Ltd. is a subsidiary of Jubilant Industries Limited.
COMPANY PROFILE

Jubilant Life Sciences


Pharmaceutical company

jubl.com
JUBILANT (NSE) 724.30 +4.85
24 Aug, 3:30 PM IST - Disclaimer
Headquarters: India
Founded: 1978
Chief scientific officer: Dr. Ashutosh Agarwal (Chemicals, Life Science Ingredients)
Managing director: Hari S Bhartia (Co)
Subsidiaries: Jubilant Biosys Limited, Jubilant Pharma N.V., MORE
Chairpersons: Shyam S Bhartia, Hari S Bhartia

Jubilant Industries Ltd. is the flagship Company of Agri and Performance Polymers business of the Jubilant Bhartia group. The Companys
diversified portfolio of Agri products, Performance Polymers and IMFL businesses delivers broad range of technology based products and
solutions to customers in India as well as globally.
Over the years, this business has attained a significant size in India and the Company aims at scaling up its business in global markets

Current Leadership Postions of each business segment

Agri Products Amongst Top 3 brands in India for Single Super Phosphate fertilizer and a significant
agro nutrient player

Food Polymers No.1 in India and globally No. 3 for PVA in solid form for chewing gum base

No.1 in India and amongst the top 3 players globally for Vinyl Pyridine Latex for
VP Latex
automobile tyres and conveyor belt

Consumer Consumer brand Jivanjor is the 2nd largest brand in India in consumer adhesives
Products and a significant player in the Indian wood finishes market

Application Major player in the industrial adhesives market in India catering to PSA, packaging,
Polymers lamination and other specialized applications
The companys strategic focus is to innovate, collaborate and accelerate the process of delivering the products to the market for its customers.
At Jubilant Industries emphasis is given to cater to the needs of the customers through good quality services and products being manufactured at
the state of the art manufacturing plants of the Company at Gajraula, Sahibabad [in Uttar Pradesh], Kapasan [in Rajasthan], Nira [in
Maharashtra] and Samlaya [in Gujarat]. The business works closely with customers using research and development to introduce intelligent
system solutions and sophisticated products to suit the end consumer's needs.

In line with Companys continued focus on sustainability of the business the Company aims at improving stakeholder value through improved
eco efficient use of capital and natural resources. Its approach to sustainable development focuses on the triple bottom line of Economic,
Environment and Social performance. Corporate Social Responsibility is an integral part of how we conduct our business and our efforts are
directed towards community development, through initiatives in the areas of primary education, basic healthcare and livelihood generation
programs. Jubilant Industries Ltd. is the flagship Company of Agri and Performance Polymers business of the Jubilant Bhartia group. The
Companys diversified portfolio includes a wide range of Crop Nutrition, Crop Growth and Crop protection Agri products and Performance
Polymers products comprising consumer products like adhesives, wood finishes; food polymers and latex such as Vinyl Pyridine, SBR and NBR
latex.

The Companys success so far in this business is an outcome of its strategic vision to attain leadership position in each of its businesses. Driven
by a culture of innovation the Company focuses on delivering world class products and services to its customers.
The core segments of Jubilant Bhartia Group are:
Pharmaceuticals and Life Sciences
Jubilant Life Sciences Limited is an integrated global pharmaceutical and life sciences company engaged in Pharmaceuticals, Life Science
Ingredients and Drug Discovery Solutions.
The Pharmaceuticals segment, through its wholly owned subsidiary Jubilant Pharma Limited, is engaged in manufacture and supply of APIs,
Solid Dosage Formulations, Radiopharmaceuticals, Allergy Therapy Products and Contract Manufacturing of Sterile and Non-sterile products
through 6 USFDA approved manufacturing facilities in India, USA and Canada.

The Life Science Ingredients segment, is engaged in Specialty Intermediates, Nutritional Products and Life Science Chemicals through 5
manufacturing facilities in India.
The Drug Discovery Solutions segment, provides proprietary in-house innovation & collaborative research and partnership for out-licensing
through 3 world class research centres in India and USA.

Jubilant Life Sciences Limited has a team of around 6,600 multicultural people across the globe and is committed to deliver value to its
customers across over 100 countries. The Company is well recognized as a Partner of Choice by leading pharmaceuticals and life sciences
companies globally.
Agri Products & Performance Polymers
Jubilant Bhartia Group's presence in Agri segment has gained it the reputation of a leading producer of products for Crop Nutrition, Crop
Growth and Crop Protection.
Jubilant Industries Limited through its subsidiary Jubilant Agri and Consumer Products Ltd (JACPL), is a focussed Agri and Performance
Polymer Company that offers a wide range of Performance Polymers products comprising application polymers like emulsion polymers, food
polymers and latex such as vinyl pyridine, SBR and NBR latex.
It also offers Consumer products like adhesives, wood finishes, Jivanjor is the 2nd largest consumer brand in India in consumer adhesives
category and a significant player in the Indian wood finishes market.

Food Services (QSR)


Jubilant FoodWorks Limited (JFL) was incorporated in 1995 and initiated operations in 1996. The Company & its subsidiary operates Dominos
Pizza brand with the exclusive rights for India, Nepal, Bangladesh and Sri Lanka. The Company is Indias largest and fastest growing food
service company, with 1,125 Dominos Pizza restaurants across 264 cities (as on July 17, 2017).
Dunkin Donuts, a subsidiary of Dunkin Brands, is the worlds leading baked goods & coffee chain, selling more than 1 billion cups of coffee a
year and more than 3 million customers per day. Dunkin Donuts sells a large varieties of donuts and more than a dozen coffee beverages as well
as an array of bagels, breakfast sandwiches and other baked goods.
The Company launched Dunkin Donuts in India in April 2012 in Delhi. It has 60 Dunkin Donuts restaurants in India (as on May 29, 2017).
With the launch of Dunkin Donuts in India, the company is well poised to address two distinct non-competing segments of the Food Service
Industry in India, namely the home delivery of Pizzas market and the all-day part food and beverage market.

SERVICES
Jubilant Enpro, through its alliances with international companies, provides business, marketing and technical support related to Oil & Gas
services, Power & Infrastructure services, and Aviation related services (sales/maintenance of aircrafts & helicopters).
Jubilant Enpro is the sole authorized Independent Representative of Bell Helicopter in India for sales, marketing and customer support. Also
represent other international aerospace companies.
Jubilant Enpro is also the Consultant to Transocean-offshore drilling company.

AUTOMOBILES
Jubilant Motor Works is one of the largest Luxury Auto Retail Company in India, engaged in sales and servicing of Audi, Porsche and Maserati
Cars
Audi Cars: Jubilant Motor Works holds dealership for Audi Cars and the state of the art showrooms are located in Bangalore, Mangalore,
Chennai and Pune.
Porsche Cars: Jubilant Motor Works through Jubilant Performance Cars (JPCPL) holds dealership for Porsche cars in Mumbai to cater to
Maharashtra. JPCPL take pride in offering enhanced motoring experience to all luxury car enthusiasts. With a wide range of Porsche cars to
offer, the showroom is designed to keep the customer satisfaction right at the focus.
Maserati Cars:
Jubilant MotorWorks, through Jubilant AutoWorks holds dealership for Maserati cars in Bengaluru to cater to south India. Maserati is one of the
most fascinating car production companies with a long history of appeal, tradition and sporting success. The state-of-the-art showroom located in
Bengaluru is in line with Maserati global standards, equipped with modern facilities

Food
Jubilant Consumer Pvt. Ltd started its journey in 2013 with an objective of becoming the best in class food solutions provider to food service
industry. Our endeavour is to be an effective catalyst for food service businesses to scale up their businesses, rapidly innovate in their chosen
cuisines, co-create new offerings and improve the existing products.
Our product portfolio comprises of fresh produce, customized products, canned, ready to cook and ready to eat products making us an ideal
business partner for any kind of food service operation covering the entire HoReCA & food service spectrum.
At Jubilant Consumer we are committed to going that extra mile to understand our clients culinary priorities and pain points, thus providing
innovative product solutions which are sharply customized and are made with the most stringent safety and food quality standards.

There is opportunity for the company in this market, if the company pay attention towards the promotional strategies and advertisement and
creating awareness then they will definitely success in their business.
Jubilant Industries Ltd. is the flagship Company of Agri and Performance Polymers business of the Jubilant Bhartia group. The Companys
diversified portfolio includes a wide range of Crop Nutrition, Crop Growth and Crop protection Agri products and Performance Polymers
products comprising consumer products like adhesives, wood finishes; food polymers and latex such as Vinyl Pyridine, SBR and NBR latex.
FOOD POLYMERS: No.1 in India and globally No. 3 for PVAc for chewing gum base

VP Latex: No.1 in India and amongst the top 3 players globally for Vinyl Pyridine Latex for automobile tires and conveyor belt
Agri Products: Amongst top 3 brands in India for Single Super Phosphate fertilizer and a significant agro nutrient player
Consumer Products: Consumer brand Jivanjor is the 2nd largest brand in India in consumer adhesives and Charmwood is a significant
player in the Indian wood finishes market

SWOT ANALYSIS

Jubilant Agri & Consumer Products Ltd SWOT Analysis Overview


Category: swot analysis
Tag: risk analysis, major products and services
Description: Higher competition might be possible. The company faces a growth potential.
This SWOT Analysis of Jubilant Agri & Consumer Products Ltd provides a strategic report of businesses and operations of the company. The
SWOT analysis shows strengths, weaknesses, opportunities and threats. This SWOT analysis of Jubilant Agri & Consumer Products Ltd can
provide a competitive advantage.
Industry specific SWOT analysis (Relevance/Importance)

What happens in the underlying industry? Factors and trends affecting the overall industry and their implications for this business:

Strengths
-The industry is more robust than the economy in general.
-Access to comparable industries is possible.

Weaknesses
-The structure of business units could be critical.
-Missing suppliers are possible.

Opportunities
-We see global growth opportunities.
-Global markets are available.
-New market trends can be seen.
-New technologies are available at reasonable costs.
Threats
-New products and technologies change demand.
-The bargaining power of suppliers is high.

Industry SWOT Analysis Weighting of components Strengths Weaknesses Opportunities Threats:

A SWOT Analysis provides a comprehensive insight into the history of the company, corporate strategy, business and financial structure,
management and operations. The report contains a detailed SWOT analysis on products and services, key competitors, as well as detailed
financial information.
LITERATURE REVIEW

Jubilant Agri and Consumer Products Limited (JACPL), is headquartered in Noida, India. JACPL is a well-diversified company with product
portfolio that includes Crop Nutrition, Crop Growth & Crop Protection Products; Consumer products like Adhesives, Wood Finishes; Food
Polymers; Latex such as Vinyl Pyridine, SBR and NBR latex. JACPL is a wholly owned subsidiary of Jubilant Industries Limited (JIL). The
Companys success so far in this business is an outcome of its strategic vision to attain leadership position in each of its business. Driven by a
culture of innovation the company focuses on delivering world class products and services to its customers. JACPL has 5 Manufacturing
locations in India: Gajraula, Kapasan, Nira, Samlaya and Sahibabad. The company boasts off a highly competitive product lines based on
quality, customer service, product performance, price and product innovations. With a strong team of over 2400 people, the company is driving
business growth over years. Jubilant Industries Ltd (JIL), as a company is created after the demerger from Jubilant Life Sciences Ltd on Nov 15,
2010 and listed on BSE & NSE on Feb 14, 2011.

Jubilant Industries Ltd. is the flagship Company of Agri and Performance Polymers business of the Jubilant Bhartia group. The Companys
diversified portfolio includes a wide range of Crop Nutrition, Crop Growth and Crop protection Agri products and Performance Polymers
products comprising consumer products like adhesives, wood finishes; food polymers and latex such as Vinyl Pyridine, SBR and NBR latex.
The Companys success so far in this business is an outcome of its strategic vision to attain leadership position in each of its businesses. Driven
by a culture of innovation the Company focuses on delivering world class products and services to its customers. Jubilant Agri and Consumer
Products Ltd. manufactures and sells agri and consumer products. The company operates in Performance Polymers, Agri Products, and Retail
segments. It offers performance polymers, including adhesives and wood finishes, food polymers, and VP latex and SBR latex; and agri
products, such as single super phosphate, sulphuric acid, and agro chemicals for crop products. The company also runs and maintains
hypermarkets cum malls. It has operations in India, the United States, Europe, China, and Asia. The company was incorporated in 2008 and is
based in Gajraula, India. Jubilant Agri and Consumer Products Ltd. is a subsidiary of Jubilant Industries Limited.

Jubilant Agri & Consumer Products Business is a force to reckon with:


Food Polymers No.1 in India and globally No. 3 for PVAc for chewing gum base

VP Latex No.1 in India and amongst the top 3 players globally for Vinyl Pyridine Latex for automobile tires and conveyor belt

Agri Products Amongst top 3 brands in India for Single Super Phosphate fertilizer and a significant agro nutrient player

Consumer Consumer brand Jivanjor is the 2nd largest brand in India in consumer adhesives and Charmwood is a significant player
Products in the Indian wood finishes market
Jubilant Agri and Consumer Products Limited (JACPL) JACPL is a well-diversified company with product portfolio that includes Crop
Nutrition, Crop Growth & Crop Protection Products; Consumer products like Adhesives, Wood Finishes; Food Polymers;
Latex such as Vinyl Pyridine, SBR and NBR latex. JACPL is a wholly owned subsidiary of Jubilant Industries Limited (JIL).

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

To know about the market condition and effectiveness of the knowledge, skills, and abilities which have direct impact on the success of
the brand.
To know about the competitors in the market and basic price of various brands.
To know how marketing mapping align behavior with other brands and key points to have a successful capture in market.

SECONDARY OBJECTIVE

To know about the concept of marketing mapping.


To know about the level of awareness about the competency mapping among the different players existing in market.
To know about how Jubilant Agri & Consumer Products limited get benefit out of this Marketing mapping
To know about how the Marketing mapping can be used for various purposes
RESEARCH METHODOLOGY

Research Design The research design is the basic framework or a plan for a study that guides the collection of data and analysis of data. In this
market survey the design used is used Descriptive Research Design. It includes surveys and fact-finding enquiries of different kinds. The major
purpose of descriptive research is description of state of affairs, as it exists at present. The information are collected from the individuals and
analyzed with the help of different statistical tools, to find the satisfaction level of customer. Moreover cross table analysis has been done for
processing the data and information is derived to attain the objectives of the study.

DATA SOURCES:

Primary sources will be used for gathering information.

PRIMARY DATA:

Consists of original information gathered for the specific purpose at hand through various instruments like structured interviews and
questionnaires. It is the data collected first hand relating to specific queries and problems. The primary data will be collected using
questionnaires and face-to-face interviews using structured questionnaire.

Survey Method: Questionnaire and physical questioning

COLLECTION OF INFORMATION: The respondents were chosen randomly.


SECONDARY DATA:
Secondary data will be collected from previous researches and literature to fill in the respective project. The secondary data will be collected
through:
Text Books
Websites

TOOLS USED

The main statistical tools used for the collection and analyses of data in this project are:
Questionnaire

RESEARCH DESIGN

Descriptive Method is a study designed to depict the participants in an accurate way. The three main ways to collect this information are:
Observational, defined as a method of viewing and recording the participants. Case study, defined as an in-depth study of an individual or group
of individuals.
SAMPLING METHODOLOGY

The sampling design for this study will be Simple sampling. Under this design, the method of sampling use is Simple Sampling.
i Sampling unit It refers to the technique or the procedure adopte in selecting the item from the sample. I have used Descriptive sampling.
ii Sampling Technique

It is very difficult to collect information from every member of a population. As time and costs are the major limitation that the researcher faces
Bar Diagram.
Perpetual Graph
Line Graph

iii Sampling Area

DELHI Furniture Market

iv Sampling Size

My project sample has 200 outlets of furniture markets.


DATA ANALYSIS

1. Analysis between Price and Sheen Bands


Price Sheen
HIGH Asian 4 5
6

5 Asian, 5 Sirca 4 4

4 Sirca, 4
MATT Ica 3 3
GLOSS
Nerolac, 3
3 Ica, 3
0 1 2 3 4 5 6 Charmwood 2 3
2
Berger, 2
Berger 3 2
1

0 Nerolac 2 3
LOW
INTERPRETATION
In the above perpetual graph, the analysis between Price and Sheen is
shown. The rating is done between 1 to 5 scale. Price and sheen is rated
within the scale. The graph is plotted on type of sheen glossy /matt and
prices High/Low. It also shows that the Asain and Sirca brand has good
price rating and there most selling is glossy. And the other NEROLAC
BERGER,ICA has average rating and there sheen is at mid or Matt as
compared to ASUAN and SIRCA.
So if Jubilant wants to launch there product they can set the price where
the place are empty at the graph and can also judge whether to launch
more for GLOSSY SHEEN OR MATT SHEEN.

BRANDS PRICE(1- SHEEN(1-


5) 5)
ASIAN 4.5 4
SIRCA 5 4
ICA 3 3.5
CHARMWOOD 3.8 3.2
BERGER 3.5 3
NEROLAC 2.8 2.5
6
PRICE

asian, 4
4
ica, 3.5 sirca, 4
charmwood,
3 berger, 3 3.2
0 1 2 3 4 5 6
nerolac GLOSS
2

0
INTERPRETATION
In the above graph the rating is different. The rating scale is same but the
rating of Price and Sheen is different from the above graph. So it is also
help full for the company to have a different analysis data which helps
them to have different market prices and the demand of the sheen.
So the above graph shows that ASAIN which has RED CIRCLE is the
most rated price and the sheen is also more towards the glossy. Then the
second most is SIRCA and the rest of the brands.

Chart Title
6

0
asian sirca ica charmwood berger nerolac

price(1-5) sheen(1-5)
The above Bar Graph shows the Analysis between price and sheen which is rated together and the graph shows that the SIRCA and ASIAN are
the most rated as compared to other brands like ICA,CHARMWOOD,BERGER,NEROLAC. So company could also know there competitors
well and the they can launch the product by keeping Price and Sheen Analysis in mind.
2. ANALYSIS BETWEEN PRICE AND STOCK

Brands Price Stock


(1-5) (1-5)
Asian 4.5 5
Sirca 4 4.7
Ica 3.8 4
Charmwood 3 3.8
Berger 3.2 2.7
Nerolac 3.4 3
BAR Graph

6
5
5 4.5 4.7
4 3.8 4 3.8
4 3.4
3 3.2 3
3 2.7
price(1-5)
2
stock(1-5)
1

INTERPRETATION

The above Bar graph shows the Analysis between Price and Stock. It is shown in analysis that the price and stocks are rated on the scale from 1
to 5. The above bar graph shows that the ASIAN and SIRCA has more rated on price and stock means these two has the more stock and price.
Other brands like ICA, CHARMWOOD, NEROLAC, BERGER have low rating on as compared to ASIAN and SIRCA.

Stock rating also show the Stock Keeping Units (SKU) within the sellers in the market
Perpetual Graph

6 price Asian

Sirca
5
Ica

stock
3
0 1 2 3 4 5 6

0
INTERPRETATION

In the above perpetual graph Price and Stock has analysis on the basis of market rating and market conditions. The above graph shows that the
ASIAN,SIRCA has good price rating and there Stock rating is also above the average, and other brands like
ICA,CHARMWOOD,NEROLAC.BERGER all have average rating the Price and Stock.
1. ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

TOTAL
LACES OUTLETS BRANDS
ASIAN SIRCA ICA CHARMWOOD BERGER NEROLAC TANSY GOODSHIN
Nos. % Nos. % Nos. % Nos. % Nos. % Nos. % Nos. % Nos. %
TAMPURA 21 20 95% 1 5% 0 0% 0% 0% 0% 0% 0%
IRTI NAGAR 30 22 73% 6 20% 1 3% 1 3% 0% 0% 0% 0%
HOGAL 24 23 96% 23 96% 0% 0% 0% 0% 0% 0%
ANGPURA 4 3 75% 1 25% 0% 0% 0% 0% 0% 0%
AST OF KAILASH 3 2 67% 1 33% 0% 0% 0% 0% 0% 0%
EW FRIENDS
5 3
OLONY 60% 0% 0% 0% 1 20% 1 20% 0% 0%
HIRAG DELHI 2 1 50% 1 50% 0% 0% 0% 0% 0% 0%
OTLA 13 7 54% 5 38% 0% 1 8% 0% 0% 0% 0%
EHRAULI 22 14 64% 5 23% 0% 2 9% 1 5% 0% 0% 0%
EB SARAI 18 15 83% 1 6% 0% 1 6% 1 6% 0% 0% 0%
HITORNI 2 1 50% 1 50% 0% 0% 0% 0% 0% 0%
AUNAPUR 2 0% 0% 0% 0% 0% 0% 1 50% 1 50%
ULTANPUR 7 1 14% 0% 0% 0% 5 71% 1 14% 0% 0%
YA NAGAR 5 3 60% 0% 0% 0% 2 40% 0% 0% 0%
RJAN GARH 2 1 50% 0% 0% 0% 1 50% 0% 0% 0%
ANGAM VIHAR 30 16 53% 2 7% 0% 0% 12 40% 0% 0% 0%
ADARPUR 10 8 80% 0% 0% 0% 1 10% 1 10% 0% 0%
200 140 1025% 47 3.52 1 3% 5 26% 24 242% 3 44.29% 1 50% 1 50%
INTERPRETATION

The above Excel sheet shows the analysis on the BRANDS in different markets. So the above excel shows the most selling in Pitampura
market,Kirti nagar,Bhogal,Sangam vihar these are furniture market and the most selling brand is ASIAN and Sirca. ASIAN and SIRCA is most
selling than other brands.
2.

ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

PLACES TOTAL EXTERIOR/INTERIOR


OUTLETS ASIAN SIRCA ICA CHARMWOOD BERGER N
EXT INT UNI EXT INT UNI EXT INT UNI EXT INT UNI EXT INT UNI E
PITAMPURA 21 20 1 1 1
KIRTI NAGAR 30 18 1 6 5 2 1 6 5
BHOGAL 24 20 20 20 20 4 3
JANGPURA 4 4 4 4 4
EAST OF KAILASH 3 2 1 2 1 2 1
NEW FRIENDS
5 2
COLONY 1 2 2 1 2 2
CHIRAG DELHI 2 1 2
KOTLA 13 12 12 12 12 1 1
MEHRAULI 22 15 15 15 15 6 6
CHATTARPUR 1 1 1 1 1
VASANT KUNJ 5 5 5
NEB SARAI 18 14 3 1
GHITORNI 2
JAUNAPUR 2 1 1 1 1
SULTANPUR 7 7 7 7 7
AYA NAGAR 5 5 5 5 5
ARJAN GARH 2 2 2 2 2
SANGAM VIHAR 30 28 28 2 28 28
BADARPUR 10 10 10
206 166 114 3 48 57 14 2 1 0 24 18 0 46 45 2 2
INTERPRETATION

In the above Excel sheet the analysis is done on Exterior/Interior coat of the product. So the above analysis shows that the ASAIN and SIRCA
has more demanding in the Exterior coat and CHARNWOOD has more demanding in INTERIOR so the company can check whether to launch
more in Exterior or Interior by this Analysis.
3.ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

PLACES TOTAL TYPE OF SHEEN


OUTLETS ASIAN SIRCA ICA CHARMWOOD BERGER NEROLAC
GLOSSY MATT GLOSSY MATT GLOSSY MATT GLOSSY MATT GLOSSY MATT GLOSSY M
PITAMPURA 21 20 1 1 1
KIRTI NAGAR 30 15 14 2 1 1 0
BHOGAL 24 12 12 12 12
JANGPURA 4 3 1 3 1
EAST OF KAILASH 3 2 1 2 1 2 1
NEW FRIENDS 5 2 3 2 3 2 3
COLONY
CHIRAG DELHI 2 1 2 2 1
KOTLA 13 6 7 6 7
MEHRAULI 16 8 7 1 1
CHATTARPUR 1 1 1
VASANT KUNJ 5 3 2
NEB SARAI 18 8 7 2 2 1 1
GHITORNI 2
JAUNAPUR 2 1 1 1 1
SULTANPUR 7 7 7
AYA NAGAR 5 3 2 3 2
ARJAN GARH 2 1 1 1 1
SANGAM VIHAR 30 16 15 1 1 13 12
BADARPUR 10 10 10
200 111 86 28 25 1 0 6 5 29 27 2 3
INTERPRETATION

In the above excel analysis it shows the type of sheen more demanding in the market. So according to this excel the more in demand is
GLOSSY SHEEN. So company can focus on Glossy sheen when they are launching there product.
ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

PLACES TOTAL TYPE OF COLOUR


OUTLETS ASIAN SIRCA ICA CHARMWOOD BERGER NEROL
W B U W B C W B U W B U W B U W
PITAMPURA 21 20 1
KIRTI NAGAR 30 20 18 8 7 2 1
BHOGAL 24 12 12 12 12
JANGPURA 4 2 2 2 2
EAST OF KAILASH 3 3 1 2 1 2
NEW FRIENDS COLONY 5 3 1 2 3
CHIRAG DELHI 2 1 1 1 1
KOTLA 13 7 6
MEHRAULI 22 18 18 18 2 2 2 2 2 2
CHATTARPUR 1 1 1 1 1 1 1
VASANT KUNJ 5 5 5 5
NEB SARAI 18 12 12 12 4 4 4 2 2 2
GHITORNI 2
JAUNAPUR 2 1 1 1 1 1 1
SULTANPUR 7 7 7 7
AYA NAGAR 5 2 2 2 3 3 3
ARJAN GARH 2 1 1 1 1 1 1
SANGAM VIHAR 30 19 19 19 2 2 2 19 19 19
BADARPUR 10 10 10 10
206 134 101 74 34 25 5 2 1 0 8 9 10 34 33 34 3

INTERPRETAION

In the above Excel sheet the analysis is about the type of color most in demand in the market. So the analysis shows that the White, Black,
Universal all these color has equal demands in the market. But according to the analysis Markets like Pitampura , Kirti nagar ,Mehrauli, Bhogal
these market has more demand customer of the white color. And the remaining markets have Black as demanding color for the customers.
ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

PLACES TOTAL STOCKS


OUTLETS ASIAN SIRCA ICA CHARMWOOD BERGER
1LTR 1.5LTR 1.8LTR 1LTR 1.5 1.8 1LTR 1.5 1.8 1LTR 1.5 1.8 1LTR 1.5 1.8
PITAMPURA 21 19 1 1 1 1 1
KIRTI NAGAR 30 16 15 13 12 1
BHOGAL 24 12 12
JANGPURA 4 2 2
EAST OF KAILASH 3 3 3 3
NEW FRIENDS
5 3
COLONY 1 1 1
CHIRAG DELHI 2 1 1 1 1
KOTLA 13 6 5 6 5
MEHRAULI 22 11 11
CHATTARPUR 1 1 1
VASANT KUNJ 5 4 1
NEB SARAI 18 14 14 2 2 2 2
GHITORNI 2
JAUNAPUR 2 2 2 2 2
SULTANPUR 7 7
AYA NAGAR 5 2 1 3 2
ARJAN GARH 2 2 2 2 2
SANGAM VIHAR 30 13 12 1 1 16 15
BADARPUR 10 10 9
206 125 67 1 47 20 1 1 0 0 5 7 0 24 25 0
INTERPRETATION In the above analysis it is shown about the Stock of the products in the different markets. So the analysis shows that the
ASAIN and SIRCA has the more stock because they are most selling in market as compared to other brands. And the most Stock keeping units
with the sellers which customer wants is 1LITER or 1.5LITER.
ANALYSIS OF MARKETING MAPPING ON PU SEGMENT

PLACES TOTAL PRICING


OUTLETS ASIAN SIRCA ICA CHARMWOOD BERGER NEROLAC
EXT INT EXT INT EXT INT EXT INT EXT INT EXT INT
PITAMPURA 21 580 650 1050 1150
KIRTI NAGAR 30 620 650 950 1120 630 650
BHOGAL 24 645 547 1050 1150
JANGPURA 4 645 547 1050 560
EAST OF KAILASH 3 675 550 270 260
NEW FRIENDS COLONY 5 620 560
CHIRAG DELHI 2 640 620 1150 1230
KOTLA 13 670 650 1230 1160
MEHRAULI 22 650 630 1260 1240 280 260 640 625
NEB SARAI 18 280 260 645 625
GHITORNI 2
JAUNAPUR 2 280 270
SULTANPUR 7 620 610 280 240
AYA NAGAR 5 650 620 640 630
ARJAN GARH 2 620 610 250 240
SANGAM VIHAR 30 630 580 114 1120 620 600
BADARPUR 10 630 560
200 635.357 598.86 981.75 1091.25 630 630.00 277.5 262.50 512.5 493.33
INTERPRETATION

In the above analysis it shows about the price of the product in the market with comparison to there competitors. So ASIAN has price range from
580-680/ltr , SIRCA is expensive brand so its price range between 950-1260/ltr, CHARMWOOD price range is between 260-280/ltr, BERGER
has price range from 620-660/ltr. So analysis shows the pricing of the brands exists in the market and the suitable price is of the ASAIN. So
company can launch there product price within keeping the price of other competitors in mind.
FINDINGS

Most of the shopkeepers in furniture market have the awareness about the brands like ASIAN, NEROLAC, SIRCA, BERGER, TANSY,
CHARMWOOD, and ICA in marketing mapping. Because these brands have their brands name in the market.
Customers are known about various brands in the marketing mapping through the promotion strategies and advertisement only. Some of the
customers are known through their surroundings and most selling brand in market.
Mostly the shopkeepers said that the ASIAN, BERGER, SIRCA, CHARMWOOD are most selling brands in this present scenario.
Also mostly customers want ASIAN or SIRCA or Berger, which shows that these brands have covered the market.
But the remaining brands have also assessed their competencies in few areas like villages or semi-rural-urban...
Shopkeepers also have assessed their competencies mostly for those brands which are already available in market.
50% of the respondents have agreed that the training and program provided by the organization will definitely enhance their competencies.
Mostly costumers prefer ASIAN because of low price and quality. SIRCA is also preferable but less people ask for SIRCA because of high
price as compared to ASIAN.
70% of the shopkeepers have a satisfy nature on the existing brands.
But the few areas and limited shopkeepers can adapt new brands in market.
There are various for assessing the marketing mapping but most effective used is Questionnaire and personal interview/questioning as a way
for assessing their competencies.
Similarly there are various methods used by
The organization for assessing the marketing competencies. The best method used is providing questionnaire or direct personal questioning.
Promotional techniques and advertisements are the best way lead in market.
Due to free sampling of booklets to the shopkeepers can also create interest in the product.
CONCLUSIONS

After the depth study of all the current situation of the market, I come to this conclusion that the Indian market is so open and vast for the POLY
UTHERANE products. There is a great opportunity in the PU segment market. If they provide awareness and consistent promotional and
advertising then, they would be number one company.
Marketing mapping provides clear indication for company to have brand developmental needs. Product weakness with respect to the required
competencies discovered in the assessments shows opportunity for development for the the quality of product and brand awareness.

Jubilant Agri & Consumer products ltd also benefited out of the marketing mapping. For that, the company has also taken many initiatives for
the welfare of both the shopkeeper (wholesaler, retailer) and the costumer. The organization has used the marketing mapping for various
purposes like product development, product pricing, product size, product design, product sampling, planning & promotion etc. There is no
doubt that if the organization has used the marketing mapping, they will definitely get the success.

At present scenario, marketing mapping is essential for every organization. Only thing that if the organization used it effectively means, they
will definitely get benefit. The market competencies can be enhanced through conducting various research and development program, assigning
projects, to involve all the decision-making process etc.
SUGGESTIONS

According to my observation in marketing survey of PU segment suggestions are given below:

*I think charmwood should enter in this market because pu segment is mostly prefered by
customers. And this category has vast coverage in woodfinish market.
*The biggest competetiors are asian, sirca, berger, ica. But mostly market is covered by asian
and sirca.
Asian prices are afforadable but sirca prices are higher than asian.
* Charmwood should compet with asian by compet through price and quality.
* Charmwood should launch the charmwood with attractive packaging in different sizes.
And charmwood should also have more focus on promotional techniques like schemes,
adverstising.
Company can also visit workshops, factories which are making woodfinish products for
internal and external trade and also contact to the local labours for promotion.
*Company should also do promotion activities like tv ads, magazine, pamphalets, newsapaper
ads to create consumer awareness.
and also compamy should give more efforts in bigger markerts like pitampura, kirti nagar,
kotla, bhogal etc.(in delhi region)

*Company should do more marketing to create awareness of charmwood brand and do


marketing in every market.
BIBLIOGRAPHY

BOOKS:

Training and Development - V.V.Reddy


Marketing Management - Dr. Nagarajan
Creativity in Training - Sumati Reddy

NEWSPAPER:
Business Line
MAGAZINES:
Business world
Environmental Management
Business Today

WEBSITES:

www.JACPL.com
www.tvrls.com
www.careertrainer.com
ANNEXUURE

SURVEY WOOD FINISH (PU) QUESTIONAIRE - PALLAV BHARDWAJ

Q1 WHICH BRAND DO YOU SELL THE MOST


ASIAN ICA SIRCA OTHER

Q2 WEATHER IT IS USED FOR


INTERIOR EXTERIOR UNIVERSAL

Q3 WHICH TYPE OF PRODUCT IS BASED ON


WATER BASED SOLVENT BASED

Q4 PRODUCT
TOP COAT SEALER THINNER

Q5 TYPES
WHITE BLACK CLEAR/TRANSPARENT

Q6 TYPE OF SHEEN
GLOSSY MATT UNIVERSAL

Q7 SKU(STOCK KEEPING UNIT)


1LTR 1.5LTR 1.8LTR OTHER