A STUDY ON BRAND IDENTITY OF THREE AIR PLATE PRO INDUSTRY PVT

LIMITED.

CHAPTER I

INTRODUCTION OF THE STUDY:

India with a population of more the cores is potentially one of the largest consumer
markets in the world. With urbanization and development of economy, brand identity, living
style, suggestion and interests of the people changes according to the advance nation.

Marketing is about winning this new environment. It is about understanding what

consumer’s wants supplying it’s more efficiently and more conveniently.

The consumer market may be identified as the market for product and services that are
purchased by individuals as household for their personal consumption. Rubber is a typical
consumer product purchased by the individual primarily for their good. Different types of rubber
product are available in the market and more or less content of all drugs are same. The market of
rubber is a cutthroat competition and many companies are floating in the market with their
products with different brand names. In such a kind of situation different factors which influence
to the people choice for gray grain polymer rubber industry are mainly, availability at shop,
suggestion of, efficiency, quality, images.

So, marketing is both philosophy and technology. It is technology because it suggests

ways and means for effective production and distribution of goods and services in the market to
give maximum satisfaction to the consumer.

The marketing manager is responsible for both, determining and suitability of goods and
services presented by the company to the market, and also determining about potential market
and make better relation with the retailer.

In this regard the marketing management with have to apply to marketing technology in
the conceptual philosophy of system. It is the process of system analysis in the marketing
management for effective research and can be defined as “Systematic objective and exhaustive
study of tasks relevant to any problem in the field or marketing”.
IMPORTANCE & RELEVANCE OF THE STUDY

The two month project Training is very important for a student of MBA. This type of
study gives some practical knowledge to MBA students and practical knowledge is more useful
than theoretical knowledge for any one.

There is no certain formula for any particular problem but the aim of this study is to
develop the ability of decision – making. A right decision at the right time itself helps an
organization to run smoothly.

The training in any organization gives us an idea of different marketing activities and
many emphases is given on “Promotional Activities Aspect” and also it is seen how business is
taken tactfully when any problem comes to an executive. The way of problem solving, right
decision making and knowledge of different types of marketing activities gives much importance
to this study. Though only in 2 months, it was not possible to understand it so deeply but overall
ideas would be developed.

STATEMENT OF PROBLEM

To study on brand Identity and customer buying behavior of THREE AIR PLATE PRO
INDUSTRY PVT LIMITED.

OBJECTIVES OF THE STUDY:

 To judge the Identity level of the prospect customer

 To know how they are aware regarding the product
 To judge in which way they have developed Identity
 To judge which promotional tool is effective to increase the Identity level among the
people To see whether brand Identity influences the buying behavior or not
 To know about the product Identity among the customer

To know about which brand of THREE AIR PLATE PRO INDUSTRY PVT
LIMITED.
is most preferably used by customer

 To analyze customer view towards quality price of THREE AIR PALTE PRO
INDUSTRY PVT LIMITED. Products
 To know customer buying behavior

SCOPE OF THE STUDY

The study on brand Identity and consumer buying behavior of THREE AIR PLATE PRO
INDUSTRY PVT LIMITED. Has lot of scope. The reason ids these help to find out Identity
level of the prospect customer and existing customer buying behavior of the people at the
THREE AIR PLATE PRO INDUSTRY PVT LIMITED.

RESEARCH METHODOLOGY

RESEARCH DESIGN

The research design is conceptual structure within which research is conducted. it is a plan of
action, a plan of collecting and analyzing data in economic, efficient and relevant manner. it
contains the blue print for the collection, measurement &analysis of data. The proposed study is
an exploratory cum descriptive. A descriptive research is conducted with a random sample
survey method towards the customers.

SAMPLING DESIGN

SAMPLE SIZE

The survey is conducted on 100 people who are selected randomly from within the THREE
AIR PLATE PRO INDUSTRY PVT LIMITED.

SAMPLING METHOD

Sampling method used was simple random sampling. The information was collected from
respondents who were selected randomly.
DATA COLLECTION TOOLS

PRIMARY DATA

Questionnaires are the basis of collection of primary data. The questionnaire was distributed to
students and information was obtained. In addition to the questionnaire personal interaction with
students during market survey were made in order to understand their problems, knowledge
towards the program, their preferences and other useful information.

SECONDARY DATA

Some of the data were collected from the existing sources of information which were assessed
due to availability of various other forms of data and information. These data served as the
secondary data for the researcher. The sources of data were company websites. Theoretical
information from significant text book was also used.

QUESTIONNAIRE DESIGN

Structured undisguised questionnaire was used in designing the questionnaire to collect the data
from the respondents.

STATISTICAL DESIGN

The data collected has been tabulated and each respondent is categorized according to the data
given and percentage is worked out of each group of data. The statistical tools used were tables,
bar graphs and percent

LIMITATIONS OF THE STUDY

The analysis is based on customer’s opinion at the time of survey, suggestions and conclusions
are based on limited data. Some customers are not willing to give proper response

Due to different in language sometime I have to fill up the questionnaire according to the answer
Some of the respondents were not cooperate they didn’t provide some of the details.
 CHAPTER II

REVIEW OF LITERATURE

RESEARCH ON BRANDING

Branding is a dynamic concept and extant research has been done on concepts of Branding.
Various authors have defined a Brand as different notions and earlier definitions have treated a
Brand as a form of identity or legal ownership.

 American Marketing Association (2010) has defined brand as “A name, term, sign,
symbol or design or a combination of them, intended to identify the goods or services of
one seller or group of sellers and to differentiate them from those of competitors.”
 Broadbent and Cooper (2011) have considered branding as adopting a mark to designate
legal ownership. According to Brown (2014), “A brand is nothing more or less than the
sum of all the mental connections people have around it.”
 Kapferer (2014 has defined a brand as “A brand is not a product. It is the product’s
essence, its meaning and its direction and it defines its identity in time and space.
According to Crainer (2015), branding is a legal statement of ownership. Slowly the
concept of Branding evolved as an important tool in marketing decisions. Brand has been
identified as a strategic tool and as a multidimensional construct. This becomes evident
from the contributions of the authors quoted below.
 Aaker (2012) has defined branding in the terms of Brand Personality as a strategic tool
“can help brand strategists by enriching their understanding of people’s perceptions of
and attitude toward the brand.”
 De Chernatony and Riley (2013) have asserted, “A brand is a multidimensional construct
whereby managers augment products or services with values and facilitates the process
by which consumers confidently recognise and appreciate these values.” Venable, Rose,
Bush and Gilbert (2010) have said that dimensions of Brand Personality for a non- profit
organisation are integrity, nurturance, sophistication and ruggedness. The importance of
service industries was realised by the companies.
 This led to branding of services, which is evident from the words of Schimmoller Brian
(2011) who has said that “Electricity companies are latching on to the branding concepts,
 hoping that consumers can develop similar products and company allegiances with
electricity and its providers.” Branding of services is different from branding products.
 O’Cass and Grace (2015) in their article on Service brand associations have asserted that
for branded services word – of – mouth, servicescape and employees were important
dimensions. Vallaster and de Chernatony (2012) have implied that employees of a service
brand are ultimately responsible for delivering the brand promise of the service brand and
they are the critically important constituent of the service brand.
 Schultz (2014) has asserted that service - based branding is radically different from
product - based branding. He further states that customers help in creating the brand and
not just the marketers. Companies recognised the need to focus on the social
responsibility which was expected by the customers from the brands. The consumers
expect something more than the mere benefits as a product. They try to identify how a
brand really gets itself associated with the society.
 Keller (2012) has discussed the branding perspectives on social marketing as “Branding
may provide an important function in social marketing programmes by helping
individuals to communicate and signal to themselves as well as others that they are
engaging in desirable behaviours so that are better able to realise more immediate
benefits and receive positive reinforcement.”
 According to Holt (2011), “Brands will be trusted to serve as cultural source materials
when their sponsors have demonstrated that they shoulder civic responsibilities as would
a community pillar.” The concepts of branding moved towards brand associations.
 Janiszewiski and Van Ossalaer (2013) in their article about Brand - Quality associations
have said that “impact of a brand name on consumer evaluations and choice depends to a
large extent on the strength of predictive associations between brand names and
performance (or any other benefit).”
 According to George and Charles (2011) “brand image is an important dimension of
brand association. Further brand associations differ across brands and product categories.
Brand familiarity influenced the dimensions of brand associations.” Consumers tend to
associate themselves with the brands they use. In the words of Schultz (2012), “it’s the
people who are involved in the brand that own the brand.
 And the way they act in the market place defines what the brand will be… They’re the
ones who will create the brand experience and who will deliver the brand value
proposition.” According to John and Loken (2015), “consumers tend to associate a brand
with a particular attribute or feature, usage situation, product spokesperson, or logo.”
 According to Usunier and Cestre (2013), “Consumers make stereotypical associations
between products and countries based on their perceptions of a countries know – how and
reputation relative to the design, manufacturing, or branding of particular generic goods.”
 The above statement has been supported by Power and Hauge (2014) in their article that
today’s consumers develop deep personal relationships to brands and their histories.
Brand Community is another concept which has been discussed by a few authors. Muniz
and O’ Guinn (2015) have identified an idea of brand community. According to them a
brand community is specialised, no geographically bound, based on a structured set of
social relations among admirers of a brand.
 They further confirm that brand communities exhibit shared consciousness, rituals and
traditions and a sense of moral responsibility. Research in terms of brand equity talks
about Employee branding, trust, etc. Keller (2013) has pointed out that marketers must
link their brands to people (employees, endorsers), places (country of origin, channels),
things (events, causes) or other brands (Extensions, company, ingredients, alliances) to
improve their brand equity.
 According to Srivatsa and Mookerjee (2014), “the key determinants of brand equity of
high- tech industrial products are perceived value and trust.” They have identified
performance indicators and tangibles as the drivers of perceived value. Further they have
identified credibility of the company, market acceptance of the product and reputation of
alliance partners as the drivers of trust. As the concept of Relationship marketing
emerged companies started focusing on CRM initiatives.
 Riley and de Chernatony (2015) have indicated that branding and relationship marketing
are independent and could possibly be seen as two stages of the same process. Hamlin
and Wilson (2014) have empirically supported the claim for the success in CRM
initiatives of a company. It is important to attain a good ‘fit’ in terms of positioning and
objectives of product and charity. As the companies have realised that the customers play
 a vital role in the success of a brand, the Branding strategies have begun to focus on the
views of the customers.
 Keeney (2010) has said that “Consumers have a visceral to the brands they prefer. To
some degree, the brands people prefer transcend their product attributes and benefits.”
Consumers in this millennium have realised the importance of branded products.
 John (2011) in his article has said that children have a growing awareness of their brands
as they grow older. This awareness results in greater preference for branded items.
Consumer awareness on importance of ingredients of a product has led to ingredient
branding. Desai and Keller (2011) have asserted the importance of labelling or branding
the ingredient attributes that constitute a new product.
 This ingredient branding has an impact on novel brand extension of a brand and future
category expansion of the brand. Children play a major influencing role in brand
selection. Shi and Shanjay (2012) in their article about brand evaluations have said that
adults and children evaluate brand extensions differently. According to them adults look
for deep features like category similarity while children use surface features such as
brand names like rhyming names. Consumers prefer brands which provide a better image,
which can be trusted and worthy to buy.
 Parson (2012) in his article on brand choice has said that “consumers tend to look for
brands with greater symbolic benefits when purchasing gifts.” Even perishable items are
being branded now.
 Stanton and Herbst (2015) in their article on branding commodities like vegetables and
fruits have said that, “consumers want to place their trust in branded companies to give
their official endorsement that the product is indeed good and worthy of purchase.” With
many companies entering into international markets, consumers’ perception of a global
brand determines its success.
 Klein (2012) in his article has told that that while entering into international markets,
firms have to first understand how the current and prospective customers in the 34
international markets react to goods imported from a particular producer nation.
Marketers should understand the customers’ psychology before operating in a new
product category.
 Eckhardt (2015) in his interpretive research on local pizza brand in India has revealed
that consumers experience these brands as foreign which imply that a local brand
operating in a product category that is perceived as foreign will only be considered as a
foreign brand. Companies entering into China have to understand the customers of that
country. Hoffe Jason, Lane and Nam (2013) in their article about branding cars in China,
have pointed out that consumers were often developing preferences based on emotional
factors such as manufacturer’s image or what their friends thought.
 The culture and perception of Chinese customers have to be taken into consideration by
the companies in those markets. According to Henderson, Cote, Leong and Schmitt
(2013), “in China and Singapore companies focus on design of visual brand stimuli.
Further there is a significant relationship between the design and consumer responses
which include positive effect, perception of quality, recognition, consensus in meaning
and feng shui.
 ” Brand building in China has been highlighted in the two articles which follow. Crocker
and Yi – Chung (2014), have identified that consumer insight, customer experience and
coordination of all firm activities that engage the customer would be the three critical
domains for success of brands in China.
 Tucker (2015) in his article on Brand Building in China has written that, “If Chinese
companies manage to brand strategically with consumers in countries with completely
different political systems this will prove we have entered a new frontier for branding and
advertising.”
 Branding process emphasised the role of consumers in their success. According to
Brown, Sherry and Kozhinets (2013), “Complexity, heterogeneity, dynamism and
paradox are integral aspects of the consumer brand relationship.” As the branding process
is quite a challenging task, the involvement of statistical analysis in the concepts of
branding has been realised. Guild (2013) has said that marketers can develop and deliver
better brand messages more quickly and precisely by using statistical techniques from the
social sciences. Positioning strategies are important for the success of brands. Positioning
a brand in the minds of the customers determine the sustainability of the brand in the
competitive market.
 Blankson (2014) has identified service, value for money, brand name and top of the range
as the popular positioning strategies of UK store card brands. 36 Similarly, Runyan and
Huddleston (2015) in their research on branding in central districts of USA have
identified that brand identity, business mix and community characteristics were essential
for competitive advantage. Brand identity had a significant and positive effect for the
success in those districts. Authenticity is another positioning strategy. B
 Ever land (2013) has identified the six attributes of authenticity in luxury wine trade as
heritage and pedigree, stylistic consistency, quality commitments, relationship to place,
method of production and downplaying commercial motives.
 The pivotal role played by authenticity in branding process is given by Thompson,
Rindfleisch and Arsel (2015) in their research analysis as “consumers avoid brands when
their emotional – branding promises are viewed as inauthentic and conversely emotional -
branding strategies succeed when they can function as an authenticating narrative for
consumers’ identity projects.” Brand image can help in better positioning.
 Smith (2014) has identified brand knowledge, power, fit and quality as the factors which
influence sponsorship’s effect on brand image transfer among customers. In the same
lines of brand image, Hayden (2014) has said that “A brand, like a bell, should motivate
people to take action with the expectation of a great result.”
 The importance of brand positioning has been asserted from the words of Hollis (2015)
that “A brand can work in opaque and mysterious ways. Instead of being directly
controlled by its owner, it exists in the consumer minds. Every facet is subject to the
consumer’s emotional response, interpretation and recall.” Effective brand
communication can build strong brands in the minds of the customers.
 According to Lindstrom (2015), “those brands that are communicating from a multi-
sensory brand platform have the greatest likelihood of forming emotional connections
between consumers and their product.” Similarly good brand names have the ability to
provide easy recall. Kohli, Harich and Leuthesser (2015) have pointed out that
meaningful brand names that are associated with positive attributes or benefit of the
product are easier to recall than non-meaningful brand names
 . On-line trading is being widely done worldwide. Brand name in this trade is equally
important. Tsao, Pitt and Berthon (2014), in their article have implied that effectiveness
 of brand name in on-line trading depends upon the prevailing market conditions for the
brand, price, the extent of product differentiation and the magnitude of brand- building
cost. Joint branding and mergers and acquisitions are two major branding decisions
followed by multinational companies.
 According to Lebar et al (2015), “Joint branding campaigns helped to increase a brand’s
perceived 38 differentiation but also sometimes harmed perceived knowledge and esteem
in the process.” Jaju, Joiner and Reddy (2014) have discussed the importance of
corporate branding decision in merger and acquisitions by saying that brand equity of
corporate brands is often decreased as a result of M&A
 . The authors emphasise the need for companies to consider consumers’ reactions after
post M&A. Importance of brands and branding process is clearly spelt through the
following narrations. Keller and Lehman (2014) have told that “Brands manifest their
impact at three primary levels – customer market, product market, and financial market.
The value accrued by these various benefits is often called brand equity.”
 According to Schultz (2013), “the brand is not a linear brand promise developed and
delivered through impersonal, outbound mass media. All of that is supported by the
current thinking on how the human mind works. There are neural networks inside the
head – networks that evolve, change and adapt as one experience the various factors
making up the brand.”
 Aaker (2013) implies that Branding has the potential to own an innovation over time. It
can add credibility and legitimacy to the innovation. It can enhance its visibility and
make communication more feasible and effective. 39 All the marketing techniques and
communication need not be successful.
 According to Gobe (2012), “some brands are not marketable, and no amount of
advertising money will change that…. There is a negative reaction to obsessive and
counterintuitive marketing techniques of some brands…..The trend to ‘do whatever it
takes’ to reach out to customers is so out of control that…” India is considered as a
potential market by global companies. At the same time Indian companies have been
successful within the country and internationally.
  Schultz (2011) in the article on Branding in India has said that, “Indian Branding might
be a force to be reckoned with….Real branding story is being developed slowly but
surely in India.”
 They have stated that India and Indian organizations are rewriting the ways brands are
considered, planned, developed and managed. Further they feel that Indian business
approaches are unique and Indian companies have different views of how and where
brands are built over time. The same article has asserted that, “At the rate Indian
companies are growing both domestically and globally, they are obviously doing some
things right – ma.

EMOTIONAL BRANDING:

Brand positioning is the heart of marketing. In reality it is the consumers who do the positioning.

 According to Smith (2010) “Marketers bring brands from the factory, but it is the
customers who position the brands in their minds, not the marketers”. Customers want
the brands to be associated closely with their passions and life-style. Focus on brand
strategies based on consumer life-style, goals and dreams are essential in today’s
scenario. This is possible through the application of “Emotional Branding” which
emerged in the late 2011. It is a new paradigm in brand management.
 Travis (2010) has said, “A brand is like a bridge between you and the customers. How
your customers feel about your brand isn’t a casual question. It is a crucial question. A
brand is not a brand to you until it develops an emotional connection with you”. Some
brands create emotional connections with the customers, while others leave them cold.
 Gobe (2011) has asserted that branding strategies should be about mindshare and
“Emotions Share” rather than market share. He also says that Branding is not about
awareness only. Awareness is only part of the equation. According to him, Emotional
Branding is a dynamic cocktail of anthropology, imagination, sensory experiences and
visionary approach to change. It is a means of creating personal dialogue with consumers.
It brings a new layer of credibility by connecting powerfully with people on a personal
and holistic level. A unique trust is established with the audience.
  He further adds, “Commitment to product or institution, the pride we feel upon receiving
a wonderful gift of a brand we love, having a positive shopping experience in an inspiring
environment where someone knows our name or brings an unexpected cup of coffee-
These feelings are at the core of emotional branding.” These feelings have the ability to
create a bond with the brand which is similar to that in a human relationship or a
friendship.
 Marken (2013) in his book review has said that, “Emotional Branding will help you do a
better job of ensuring customers feel well about your company….and its products. That’s
where the branding begins. That’s where it ends.” Roberts (2014) has asserted that
“Emotional Branding is a consumer centric, relational, story-driven approach to forging
deep and enduring effective bonds between customers and brands.” Harry Porter is a
marketing marvel and is an excellent example for the emotional attachment it has created
with its readers.
 According to Kentwertime (2015), “Strong brands have been proven to create an
emotional attachment with the customers.” The above literature serves as the basics of the
emerging concept and application of Emotional Branding.
RESEARCH ON SERVICE INDUSTRY:

 Myriad research has been done on service industries. Most of the research tries to analyse
the customer evaluations on the quality of service delivered in the service industries.
Service quality and service encounter are the important concepts of service marketing.
These two concepts have been defined according to the following literature.
 Delivering quality service means conforming to customer expectations on a consistent
basis (Lewis and Booms 2012). In service industries customers spend more time and
interact with the service provider directly.
 According to Shostack (2010) “a period of time during which a consumer directly
interacts with a service” is defined as Service Encounter. This definition includes all the
aspects of the service firm, personnel, physical facilities and other tangible elements with
which the consumer may interact.
 According to Parasuraman, Zeithaml and Berry (2014), “Service Quality is more difficult
for the consumer to evaluate than goods quality; quality evaluations are not made solely
on the outcome of the service; they also involve evaluations of the process of the service
 delivery.” Perceived Service Quality is defined by Parasuraman, Zeithaml and Berry
(2013) as “the consumer’s judgment about a firm’s overall excellence or superiority.” 43
Lot of research is being done in the field of service industries. Service industries have
focused on the quality of service rendered in order to survive competition.
 Thus Service Quality has become a great differentiator and the most powerful
competitive weapon which many leading service organizations possess (Berry et al.
2010). Evaluation of services is quite difficult. From the words of Parasuraman et al.,
(2010), delivering superior quality of service has been recognized as the most effective
means of ensuring that a company’s offerings stand out from a crowd of look-alike
competitive offerings.
 According to Ofir and Simonson (2011), “unless buyers begin the evaluation with low
expectations, they tend to focus during consumption primarily on negative aspects of
product / service quality.” Employees’ response to the customers can influence the
evaluation of service quality.
 Douglas (2011) has asserted that, “the display of positive emotion by employees is
positively related to customers’ positive affect following service encounters and to their
evaluations of service quality.” Similarly, Farrell, Soucon and Durden (2011) have said
that customers’ service quality evaluations are based almost entirely upon the behaviour
of the front- line employees be branding

FOCUS OF THIS RESEARCH:

 Research on service industries have talked about the role and the significance of emotions
in the service processes. The service personnel (human element) in an organization have
been identified as crucial to the emotional connection and development of a long-term
relationship with the customer (Kandampully 2010).
 Great service brands like Visa, Meridien, Marriott’s, Taj Hotels etc. have established an
emotional connection with customers. These brands have reached beyond a purely
rational and economic message. They have created a personally rich experience. They
have induced a spark in customer feelings, affection and trust.
 When there is authenticity and innovativeness in the service provided, the customers are
touched emotionally by the caring service experiences. Then, the brand is elevated
beyond price, features and benefits to a higher level of meaning – customer commitment.
As retired advertising executive Charlotte Beers has been quoted: ‘The truth is, what
makes a brand powerful is the emotional involvement of customers’ (Berry & Lampo
2004). Emotions are integral part of any service industry.
 According to Thurau Hennig, Groth, Paul & Gremier (2012), “Emotions that customers
experience during service encounters play crucial roles and directly affect the success of
service relationships.” Customer emotions appear to be the key drivers of rapport with
employees. This ultimately leads to customer satisfaction and also loyalty intentions.
Hence service organizations may benefit from focusing their attention on increasing
positive customer emotions.
 This recommendation is consistent with emerging literature on customer delight (Rust
and Oliver 2010), which stresses the emotional component of customer service
evaluations. Service encounters include all the physical facilities and tangible elements
also which the customer interacts directly.
 Online transactions also play an important role in the present business world. Case in
point is the observation made by Nelson and Kevin (2013), “as the number of purely
online start – up businesses increases and organizations complement their existing
business by ‘going online’, it is important to understand how the transactions between
customers and service providers is affected on the web.”
 They have further stated that by identifying the antecedents of customer satisfaction with
electronic service encounters, online service providers will be able to consistently satisfy
their customers in order to establish and maintain enduring relationships.
 CHAPTER III
COMPANY PROFILE AND INDUSTRY PROFILE

INTRODUCTION TO THE ORGANIZATION

COMPANY PROFILE

THREE AXIS PLATES is proud to take the credit for introducing food serving bioplate
concept in some of the European Countries. The company is managed by thorough professionals
with qualifications and experience in the field. It is a 100% export oriented unit, and its
products have been exported since 2006. Founder G.R.RAJAVEL PILLAY. Managing
Director, R. Raja Perumal Samy Presently the company has an in house production capacity of
about 50 million bio plates per annum, which is upgradeable to 70 millions.

THREE AXIS PLATES uses this natural, renewable and biodegradable raw material to
convert it into value added environment friendly products. The company has pioneered an unique
mechanical process to manufacture this traditionally hand crafted cottage industry product. This
has now helped to mass-produce products of high standards, that maintain all the above said
features in addition to high quality, hygiene and superior finish.The Employees Working for
300Above.

As someone who has a sincere concern for the well being of this world and its future
generations, the typical eco friendly range of products of THREE AXIS PLATES are here for
you not only to stand out different, but also to set a fine example for others and to make your
humble contribution towards a greener and cleaner earth.

Three Axis Plates products are already being exported to the following countries and the list
is growing steadily

 Switzerland
 Australia
 USA
 Japan
  Germany
 France

ABOUT OUT PRODUCTION:

 We are proud to bring you our range of natural, sustainable plates and bowls, made from
the fallen leaves of the areca palm tree. These 100% biodegradable plates and bowls are
durable, lightweight and require minimal processing from tree to table: the fallen palm
leaf is gathered, washed in spring water, then heat-pressed into shape (this also sterilises
the leaf) – no chemicals, waxes, dyes or additives are used!
 Palm Leaf Plates are a stylish and unique alternative to other disposable tableware on the
market. They are stronger and more natural than corn starch, sugar cane, Paper Plates&
bamboo plates, and they won’t harm our environment.
 This cottage industry provides a source of income for many families in South Asia,
making Palm Leaf Plates a responsible decision for your family, their families, and our
environment. What better way of utilizing nature’s gift of fallen leaves! This is truly
nature’s tableware.

Awards of Three Axis Plate Industry:

 Eco-Mark by BIS for its Bagasse based products.

 Central Pollution Control Board and National Productivity Council have selected the
company as a “Model” unit in the field of “Waste Minimization” among pulp and Paper
Platesindustries.
 SPI’s Effluent Treatment Plant has been selected by Central Pollution Control Board for
carrying out studies and data collection for preparation of Minimal National Standards
(MINAS) for large pulp and Paper Platesindustry group.
 SPI’s waste reduction schemes have been included in the “World Bank” – Data Base on
Waste Minimization.
 Awarded Indo German Green tech Award for Environment Excellence for the year2000-
01.
  SPI was awarded ‘First Prize’ at All India Farmer’s fair for the year 2004-2005for its
significant efforts towards farm forestry.
 SPI was adjudged as the “Efficient Unit” in energy conservation by CII for the year
2004-2005

COMPANY DESCRIPTION

Paper Plates crockery House will be a unique business in TamilNadu as well as in India. It will
clearly attract most of the customers because they prefer to use designable & hygienic products
at competitive price.

VISION:

Corporate vision is a short, succinct, and inspiring statement of what the organization intends to
become and to achieve at some point in the future. Our vision is “To become one of the most
well-known Paper Plates Manufactures in Bangladesh by providing quality and innovative
products at competitive price to meet the requirements of the customers”

MISSION:

The Mission Statement is a crucial element in the strategic planning of a business organization.
Our mission is:

 To provide the quality and innovative products at competitive price to meet the
requirements of the customers.
 Contribute to the success and satisfaction of our customers and focusing on-in-time
delivery.
 Co-operation, teamwork and partnerships.
 Continuous learning
 Honesty, fairness, integrity, and respect.
COMPANY GOALS AND OBJECTIVE:

The goals & objectives of our company will be as follows:

 Our main objective will be to capture the large percentage of the market in one year of
starting the business and retain it in the long run as well.
 Our goal will be to provide products of high caliber and retain market and increase
profitability and ensure success.

STRATEGIC ORIENTATION OF THREE AXIS PLATEPLANTS

 Strategic Planning & Strategic Objectives.

 Quality assurance system.
 Continuous improvement in Productivity, Quality, Cost Reduction & Customer service.
 Technology up gradation.
 Process 1 system development in all functions such as production, Maintenance.
 Marketing, Finance Management & inventory Management etc.
 Adopting modern management practices (TPM, JIT) * People involvement.

ENVIRONMENT POLICY

 Three Axis Plate Plants, Thirupur, Ravaged and Orissa (India) are committed to:
 Comply with applicable Environmental Legislations. Prevention of pollution.
 Continual improvement in Environmental Performance.
 A forestation through Social and farm forestry supported by colonel technology.
 Cleaner technologies and processes & Conservation of Resources.
 Reducing pollutants in discharged water Reducing particulate emissions.
TPM POLICY:

In Continuous pursuit on organizational excellence by maximizing overall plant effectiveness

and achieving total customer satisfaction, the organization is committed to

 Achieve zero accidents, zero defects and zero breakdowns.

 Continuous reduction in cost of production.
 Involve all employees in systems and process improvement through teamwork.
 Create a clean and safe working environment.

PLANT LOCATION- THIRUPURE

 Thirupur is located on the slopes of the Eastern Ghats in the southern part of Tamil Nadu
bordering the state of Tamil Nadu and its geographical position 83-25‟ East Longitude
and 19-10‟ North Latitude. Its average height above the mean sea level is 758 feet.
 The township has a population of about 25,000 and has a self-sufficient marketing
complex, including Employees Multi-purpose Co-operative society, a sub- post office
and Telegraph office, a branch post office, a police outpost and has two banks viz., State
Bank of India and Indian overseas Bank. The township has two schools and places of
worship of all major faiths. Singapore Road Railways Station on the Raipur, Walter
Section of south eastern Railway station and is at a distance of 2km from the plant and all
passenger and express trains halt here.

The Plant established at Thirupur is unique because :

 It is the only Plant in the world producing both rayon grade pulp, wood-based Paper
Plates and biogases based Paper Plates.
 The level of control instrumentation is relatively high.
 SPI is the first Plant in the world to use for biogases pulp bleaching.
  The Plant features a unique pile building system for preventing deterioration of stored
biogases fiber. Biogases fiber fed to the digester has a high fiber pith ratio (more than
5:1).
 SPI’s farm forestry scheme ensures that raw material is cultivated and replenished. SPI is
the driver for good forestry management and manages socio-forestry nurseries for
cultivation and distribution of plant saplings.
 The Plant has a well equipped laboratory to monitor various water and air pollution
control measures including AOX level.

INDUSTRY PROFILE

INTRODUCTION:

 Paper Plates Items such as Paper cups, saucers, Glass, Paper Plates is finding extensive
usage these days for serving eatables in parties, functions and social gatherings. Paper
Plates are the most commonly used disposable crockery in India. Paper Plates consists of
sheet materials and are comprised of bonded small discrete fibers which are usually
cellulosic in nature and are held together by secondary bonds most probably the hydrogen
bonds. Paper Plates is made in a wide variety of types and grades to serve many
functions. Writing and printing Paper Plates constitute approx 30% of the total
 Production. The balance except for tissue and toweling is used for manufacturing Paper
Plates boards used primarily for packaging or for Paper Plates Items. Paper Plates board
differs from Paper Plates in that it generally is thicker, heavier, and less flexible
than conventional Paper Plates.
 Disposable Paper Plates and saucers as the name suggests are made out of special quality
Paper Plates reinforced with polythene sheets to make it leak proof. These products are
conveniently used for serving eatables during family functions, eating chats and snacks,
fruits, sweets etc.
 Most of the sweet shops use it for serving their customers with dry as well as wet sweets/
nankeens. The caterers utilize it during parties and social functions. These are a
convenient replacement for crockery and utensils.
  These have many advantages over conventional crockery/ Plates utensils. Whereas
conventional utensils need care in handling, have to be cleaned before and after use need
lot of space for storage and are difficult to handle these products are light in weight, are
disposable after use, cheaper and can be stored easily.
 These are very cheap as compared to convention utensils. The Paper Platesplates and
bowls are made by fusing two layers of good quality Paper Plates with a sheet of
polythene. The product can be in any desired shape and size depending upon the die
employed for manufacture. The quality of Paper Plates used is generally of importance as
it should be firm enough to maintain the shape and hold the weight of the eatable served
in it.

MARKET POTENTIAL:

 These products have an urban as well as rural market. These products are mostly used
during social functions, religious gatherings, parties, marriages, outings, in sweet shops,
by caterers etc. The products have many advantages and are hence preferred as
compared to standard utensils/crockery for serving eatables. They can easily be disposed
off after use and hence save a lot of labor as far as cleaning/drying of utensils are
concerned. These are easily transportable and easy to handle. In our country people are
religious and organize functions throughout the year all such occasions call for social
gathering and celebrations with meals, snacks sweets being served. Further, our vast
population organizes marriages, celebrates birthdays and other family functions on a
regular basis. Sweet shops and small eateries can be found at every street corner and all
such joints use these disposable plates and bowls. Thus keeping in view the culture of
the people and the habits there is a vast market for the products not only in urban areas
but also in rural areas.

MANUFACTURING PROCESS & KNOW:

 How the process of manufacturing is not very complicated. The product is manufactured
using the specific die. The Paper Plates and the polythene sheets are previously cut to size
 or can also be purchased as per the production requirement. The specific die is mounted
on the press and the die is heated to the desired temperature.
 The two layers of Paper Plates and the polythene sheets are placed in between the male-
female die parts and pressure is applied so that the product takes shape. The formed
product is next removed and another set is loaded. The machine is an ordinary press with
one fixed platform and another moving plunger.
 The movement of the plunger is through hydraulic mechanism. The formed products are
collected and the edges are trimmed to give it a proper shape. The plates and bowls are
packed separately and stocked for dispatch. Know how is available with the machinery
suppliers. The machinery is all indigenously available. The production capacity
envisaged is 30000-40000 nos per day per machine on two shift basis for 300 days per
year.

PLANT AND MACHINERY:

 The main plant and machinery required comprise

 Double die press with dies. Electrically operated. - 1 no
 Bag sealing machine - 1no.
 Weighing scales.
 The total cost of machinery is estimated to be Rs.0.50 lakhs.
 The unit will also require miscellaneous assets such as furniture, fixtures, storage facilities
etc. the total cost of these is estimated to be Rs. 0.20 lakhs.
 The total requirement of power shall be 3 HP. The unit will need water for general
consumption.

Raw material and Packing Material:

 The basic raw materials for the unit are good quality scrap Paper Plates& polythene
sheets. For packing the unit will require polythene bags and hessian sacks. The cut to
size Paper Platesis readily available in two varieties thick and thin at Rs.35/- per kgs.
The plastic film costs about Rs. 100/- per kgs. The total cost of production works out to
 Rs. 18/- per 100 nos of bowl. Land and Building For smooth operation of the unit, it will
require 225 sq. ft of built up area. The space can be taken on rental basis.

Land and Building:

 For smooth operation of the unit, it will require 225 sq. ft of built up area. The space can
be taken on rental basis.

Scope and Market Potential:

 Paper Platescups and plates are made from mill board, grey board, kraft Paper Plates
Plates, grease proof Paper Plates and other Paper Plates, printed and given the desired
shape and are extensively use. The disposable nature of these cups and plates not only
obviates the need for washing and cleaning but also save loses due to breakages that
normally occur while using porcelain or glass wares. Paper Plate scups & plates find
extensive usage for serving eatables in parties, functions, social gatherings, etc., catering
departments of railways, airlines and other establishments also amount for a major share
of the demand of cups and plates.

Manufacturing process:
 Paper Plates cups and plates are normally made as per the specifications of the customer.
The Paper Plates is first printed on a printing press, the printed part is then cut to size and
given shape by die cutting. The bottom part and upper part of the cup are then
assembled to a cup shape in screw press. For plates, the Paper Platesis cut to the required
size of circles. The cut circles are pressed in a screw press for obtaining desired design
and shape. For wax coated cups & plates are put in wax coating machine.

Market Potential:
 Because the Paper Plate scup manufacturing industry is in a boom consumer products in
India, the requirement of drinking items like Tea, Coffee, Cool Drinks for Railways,
Functions, Hotels, Festivals, Meetings, household appliances, domestic applications as
 well as for replacement of plastic cups, Glass items. There is a big tremendous
requirement of day-to-day life.

Location, Land and Building:

 The unit is proposed to be located at Thirumarady panchayath in Thirumarady Village.
Building is available on rent and has been assigned in establishing the unit. But it
requires additional maintenance works The amount invested for civil work on
construction of building for office, common amenity, well etc is Rs 100000/-. The door
number assigned to the unit is 10/492A.

Machinery & equipment:

 Details are shown in the annexure. The plant and machinery proposed to be installed in
the unit are Indigenous and some of them are locally fabricated. Total cost of machinery
and equipment to be purchased is evaluated as Rs 917000/-

Installed capacity of production

 The unit is proposed to be operated in 300 days per annum (25 days in a month). As per
the capacity of machinery to be installed and by considering production wastage the
monthly production is worked out in the following table.

Basis & Presumptions:

1. Two shifts of 16 hours a day, 24 days a month is presumed. Efficient machines and
workers are also presumed.
2. Minimum 2 month period is considered for achieving full capacity utilization.
3. Lab our rates are as per the prevailing rates.
4. An average interest rate of 14% is considered.
5. The estimates are drawn for a production capacity generally considered techno-
economically viable for model type of manufacturing activity.
 6. The information supplied is based on a standard type of manufacturing activity viable for
model type of manufacturing activity.
7. Costs in respect of machinery and equipment, raw materials and the selling prices of the
finished products etc. are generally prevailing at the time of preparation of the project
profiles and may vary depending upon various factors.

Production details and process of Manufacture:

 The process of manufacturing poly coated Paper Plates purchased from market then cut
in the required sizes, fabricates outer shell then put in the bottom mould pressed and
pasting and keep it in the final Paper Plate scup mould. After making the cup checked
random pieces for customer requirement and then packed by plastic cover in 100 Paper
Plate scups in a set.

 The process of manufacture consists of the following operations and procedures.

1. PE Coated Paper Plates roll
2. Cut to Board size
3. Single/Multi Color Printing
4. Ups forming (die cutting)
5. Bottom reel
6. Paper Plate scup wall forming
7. Cup Bottom Shaping
8. Paper Plate scup Knurling and Curling
9. Inspection and Finishing
10. Testing Random Sample
11. Packing and Delivery
Raw material Requirement:

 All the raw materials required by the unit are available throughout the year. The raw
material can also be procured from the nearby districts and from other states. The stock
and procurement period proposed in this scheme is for a period of 12 days. The details of
requirement for 70% capacity utilization in the unit are tabulated as below.

Users’ Of Paper Plates

This Paper Plate scup manufacturing project profile views the use of drinking Tea and Cool
Drinks. The Paper Plate scup finds extensive use in Railways, Functions, Festivals, Hotels,
Meetings, household appliances, and domestic applications. Our product ranges from 50 ml to
250 ml, this cup manufacturing unit will be set-up as a small-scale unit.

Now our people and government have the awareness to control the pollution and all are engaged
to use the eco-friendly products. Each plastic cup can take 50-80 years to decompose and that are
ruining the nature as well human lifetime.
 CHAPTER IV

DATA ANALYSIS & INTERPRETATION

TABLE 4.1

AGE OF THEN RESPONDENT

S.no Age No of respondent Percentage

1 Below 25 25 21
2 25-35 40 33
3 35-45 32 27
4 Above 45 23 19
Total 120 100

INTERPRETATION

The above table it can be observed that the age of the respondents is 21% of the
respondents age group is below 25, 33% of the respondent’s age group is 25-35, 27% of the
respondent’s age group is 35-45 and 19% of the respondent’s age group is above 45.

CHART 4.1

AGE OF THEN RESPONDENT

 35

30

25

20
33
15 27
21 19
10

0
Below 25 25-35 35-45 Above 45

TABLE 4.2
GENDER OF THE RESPONDENT

S.no Gender No of respondent Percentage

1 Male 80 67
2 Female 40 33
Total 120 100

INTERPRETATION

The above table it can be observed that the gender of the respondents is 67% of the respondents
male, 33% of the respondents is female.

CHART 4.2
GENDER OF THE RESPONDENT
 70

60

50

40 67
30

20 33

10

0
Male Female

TABLE 4.3

MARITAL STATUS OF THE RESPONDENT

S.no Marital status No of respondent Percentage

1 Married 75 64
2 Unmarried 55 36
Total 120 100

INTERPRETATION

The above table it can be observed that the marital status of the respondents is 64% of the
respondents is married, 36% of the respondents is unmarried.

CHART 4.3
MARITAL STATUS OF THE RESPONDENT
+

70

60

50

40
64
30
36
20

10

0
Married Unmarried

TABLE 4.4
DESIGNATIONS OF THE RESPONDENT

S.no Designations No of respondent Percentage

1 Manager 16 13
2 Supervisor 27 23
3 Accountant 37 31
4 Other 40 33
Total 120 100

INTERPRETATION

The above table it can be observed that the Designations of the respondents is 23 % of
the respondents are manager, 36% of the respondents are Supervisor , 22% of the respondents
are Accountant , 19 % of the respondents are Other.
CHART 4.4
DESIGNATIONS OF THE RESPONDENT

35

30

25

20
31 33
15
23
10
13
5

0
Manager Supervisor Accountant Other

TABLE 4.5
EDUCATIONAL QUALIFICATION OF THE RESPONDENT

S.no Education No of respondent Percentage

1 HSC 10 8
2 Degree 20 17
3 ITI 22 18
4 Diploma 25 21
5 AMIE 24 20
6 PG 19 16
Total 120 100

INTERPRETATION

The above table it can be observed that the educational qualification 8% of the
respondents educational qualification is HSC, 17% of the respondents are educational
qualification is degree, 18% of the respondents are educational qualification is ITI, 21% of the
respondents are educational qualification is diploma, 20% of the respondents are educational
qualification is AMIE and 16% of the respondents are educational qualification is PG.

CHART 3.5
EDUCATIONAL QUALIFICATION OF THE RESPONDENT

25

20

15

21 20
10 18
17 16

5 8

0
HSC Degree ITI Diploma AMIE PG

TABLE 3.6

EXPERIENCE IN THE FIELD

S.no Experience No of respondent Percentage

1 Less than 5 years 37 31
2 5-10 years 35 29
3 10-15 years 25 21
4 Above 16 years 23 19
Total 120 100

INTERPRETATION

The above table it can be observed that the Experience in the field is 31% of the
respondents are Less than 5 years, 29% of the respondents are Experience is 5-10 years, 21% of
the respondents are Experience is 10-15 years, 19% of the respondents are Experience is Above
16 years.

CHART 3.6

EXPERIENCE IN THE FIELD

35

30

25

20
31 29
15
21 19
10

0
Less than 5 5-10 years 10-15 years Above 16 years
years

TABLE 3.7

TYPE OF EMPLOYMENT

S.no Type of Employment No of respondent Percentage

1 Permanent 38 32
2 Probationary 22 18
3 Temporary 28 23
4 Contract 17 14
5 Others 15 13
Total 120 100

INTERPRETATION
 The above table it can be observed that the Type of Employment is 32% of the
respondents are Permanent employee, 18% of the respondents are Probationary employee, 23%
of the respondents are Temporary employee, 13% of the respondents are Contract employee and
18 % of the respondents are others.

CHART 3.7

TYPE OF EMPLOYMENT

35

30

25

20
32
15
23
10 18
14 13
5

0
Permanent Probationary Temporary Contract Others

TABLE 3.8
MONTHLY INCOME

S.no Monthly income No of respondent Percentage

1 Less Than 5000 32 27
2 5000-10000 28 23
3 10000-15000 30 25
4 15000- 20000 19 16
5 Above 20000 11 9
Total 120 100

INTERPRETATION
 The above table it can be observed that the monthly income of the respondents is 27% of
the respondents are earn the income is less than 5000, 23% of the respondents are earn the
income is 5000-10000, 25% of the respondents are earn the income is 10000-15000, 16% of the
respondents are earn the income is 15000-20000, 9% of the respondents are earn the income is
above 20000.

CHART 3.8
MONTHLY INCOME

30
25
20
15 27
23 25
10 16
5 9

TABLE 3.9
TRAINING PERIOD

S.no Training period No of respondent Percentage

1 One day 25 20
2 1-3 Days 32 27
3 1 Week 33 28
4 1 Month 30 25
Total 120 100

INTERPRETATION
 The above table it can be observed that the Training period of the respondents is 20% of
the respondents are says that training period is one day, 27% of the respondents are says that
training period is 1-3 day, 28% of the respondents are says that training period is 1 week 25% of
the respondents are says that training period is one month.

CHART 3.9
TRAINING PERIOD

30

25

20

15 27 28
25
20
10

0
One day 1-3 Days 1 Week 1 Month

TABLE 3.10
WHAT INDUSTRY DOES YOUR ORGANIZATION OPERATE IN

S.no organization operate No of respondent Percentage

1 Primary Industry 25 21
2 Secondary Industry 26 22
3 Service 29 24
4 Transport 40 33
Total 120 100

INTERPRETATION
 The above table it can be observed that the your organization operate is 21% of the
respondents are says that Primary Industry e.g. producers of raw materials (Mining, fishing, etc.),
22% of the respondents are says that Secondary Industry e.g. processors of raw materials, 24% of
the respondents are says that Service, 33% of the respondents are says that Transport.

CHART 3.10
WHAT INDUSTRY DOES YOUR ORGANIZATION OPERATE IN

35

30

25

20
33
15
22 24
21
10

0
Primary Secondary Service Transport
Industry Industry

TABLE 3.11
HOW LONG HAS YOUR ORGANIZATION BEEN USING SOCIAL MEDIA FOR?

S.no social media No of respondent Percentage

1 1-3 months 11 9
2 4-8 months 15 13
3 9-12 months 17 14
4 1-2 years 14 12
5 2-3 years 13 11
6 3-4 years 17 14
7 4-5 years 19 16
 8 5 years + 14 11
Total 120 100
INTERPRETATION
The above table it can be observed that the your organization been using social media for
Is majority of 16% of the respondent are 4-5 years using the social media for our company, 12%
of the respondent are 1-2 years using the social media, 14% of the respondent are 9-12 months
using the social media, 11% of the respondent are above 5 years using the social media.

CHART 3.11
HOW LONG HAS YOUR ORGANIZATION BEEN USING SOCIAL MEDIA FOR?

16
14
12
10
8 16
13 14 14
6 12 11 11
9
4
2
0
1-3 4-8 9-12 1-2 2-3 3-4 4-5 5 years
months months months years years years years +

TABLE 3.12

DO YOU BUY ONLY BRANDED PRODUCTS

S.no branded products No of respondent Percentage

1 Yes always 50 42
2 Never 20 17
3 Only when quality is 35 29
important
4 Rarely 15 12
Total 120 100
INTERPRETATION

The above table it can be observed that the buy only branded products is 42% of the
respondents are says that Yes always, 17% of the respondents are says that never, 29% of the
respondents are says that only when quality is important and, 12% of the respondents are says
that rarely.

CHART 3.12

DO YOU BUY ONLY BRANDED PRODUCTS

45
40
35
30
25
42
20
15 29
10 17
12
5
0
Yes always Never Only when Rarely
quality is
important

TABLE 3.13

ARE YOU A PRICE SENSITIVE CONSUMER?

S.no Sensitive consumer No of respondent Percentage

1 Yes 80 67
2 No 40 33
Total 120 100

INTERPRETATION
 The above table it can be observed that opinion about price sensitive consumer is 67% of
the respondents are says that yes and 33% of the respondents are says that no.

CHART 3.13

ARE YOU A PRICE SENSITIVE CONSUMER?

70

60

50

40 67
30

20 33

10

0
Yes No

TABLE 4.14

WHICH OF THE FOLLOWING, ACCORDING TO YOU, HELP BUILD A GOOD

BRAND IMAGE

S.no good brand image No of respondent Percentage

1 Quality 35 29
2 Communication 23 19
strategies
 3 Competitive pricing 20 17
4 Rarely Good value 17 14
added services
5 Free trails and 15 13
discount
6 Others 10 8
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about help build a good brand image is
29% of the respondents are says that Quality and 19% of the respondents are says that
Communication strategies, 17% of the respondents are says that Competitive pricing, 14% of the
respondents are says that Good value added services, 13% of the respondents are says that Free
trails and discount, 8% of the respondents are says that Others.

CHART 4.14

WHICH OF THE FOLLOWING, ACCORDING TO YOU, HELP BUILD A GOOD

BRAND IMAGE
 30
25
20
15 29
10 19 17 14 13
5 8
0

TABLE 3.15

ARE POPULAR CELEBRITIES GOOD BRAND AMBASSADORS AND IS INVESTING

IN THEM A GOOD STRATEGY

S.no good strategy No of respondent Percentage

1 Sometimes, May be 34 28
 2 No, No 26 22
3 Yes, Yes 36 30
4 Rarely, Not sure 24 20
Total 120 100

INTERPRETATION
The above table it can be observed that opinion about brand ambassadors and is
investing in them a good strategy is 28% of the respondents are says that some times are may
be, 22% of the respondents are says that no, 30% of the respondents are says that yes, 20% of the
respondents are says that rarely.

CHART 3.15

ARE POPULAR CELEBRITIES GOOD BRAND AMBASSADORS AND IS INVESTING

IN THEM A GOOD STRATEGY

30

25

20

28 30
15
22 20
10

0
Sometimes, No, No Yes, Yes Rarely, Not
May be sure

TABLE 3.16

DO YOU USE PRODUCTS BECAUSE THEY ARE MOST AVAILABLE

S.no products No of respondent Percentage

1 Yes 45 37
 2 No 20 17
3 May be 35 29
4 Can’t say 20 17
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about are endorsed by your favorite
celebrities is 37% of the respondents are says that yes, 17% of the respondents are says that no,
29% of the respondents are says that may be, 17% of the respondents are says that cannot say.

CHART 3.17

DO YOU BELIEVE IN PRODUCTS THAT ARE ENDORSED BY YOUR FAVORITE

CELEBRITIES

40
35
30
25
20 37
15 29

10 17 17
5
0
Yes No May be Can’t say

TABLE 3.18

DO YOU THINK COMPANY SPONSORSHIPS HELP THEM BUILD A STRONGER

BRAND

S.no stronger brand No of respondent Percentage

 1 Yes 38 37
2 No 24 17
3 May be 32 29
4 Can’t say 26 17
Total 120 100

INTERPRETATION
The above table it can be observed that opinion about company sponsorships help them
build a stronger brand is 37% of the respondents are says that yes, 17% of the respondents are
says that no, 29% of the respondents are says that may be, 17% of the respondents are says that
cannot say.

CHART 3.18

DO YOU THINK COMPANY SPONSORSHIPS HELP THEM BUILD A STRONGER

BRAND

40
35
30
25
20 37
15 29

10 17 17
5
0
Yes No May be Can’t say

TABLE 4.19
WHAT DO YOU THINK ABOUT RANKINGS OF PRODUCTS

S.no rankings of products No of respondent Percentage

 1 They are biased and 40 33
influenced
2 They are fair and give 43 36
a true picture
3 They are not fully 37 31
reliable
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about ranking of the product is 33% of
the respondent are says that they are biased and influenced, 36% of the respondent are says that
they are fair and give a true picture, 31% of the respondent are says that they are not fully
reliable.

CHART 3.19

WHAT DO YOU THINK ABOUT RANKINGS OF PRODUCTS

36
35
34
33
36
32
31 33
30 31
29
28
They are biased and They are fair and They are not fully
influenced give a true picture reliable

TABLE 3.20
DO YOU THINK OUR PRODUCTS GET GOOD WORD OF MOUTH PUBLICITY

S.no publicity No of respondent Percentage

1 Yes 37 31
 2 No 23 19
3 May be 34 28
4 Can’t say 26 22
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about our products get good word of
mouth publicity is 31% of the respondents are says that yes, 19% of the respondents are says that
no, 28% of the respondents are says that may be, 22% of the respondents are says that cannot
say.

CHART 3.20

DO YOU THINK OUR PRODUCTS GET GOOD WORD OF MOUTH PUBLICITY

35

30

25

20
31
15 28
22
10 19

0
Yes No May be Can’t say

TABLE 3.21
DO OUR PRODUCTS ALIGN WITH THE VALUES AND BELIEFS OF PEOPLE

S.no values and beliefs of No of respondent Percentage

people
 1 Yes 42 35
2 No 24 20
3 May be 36 30
4 Can’t say 28 23
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about products align with the values and
beliefs of people is 35% of the respondents are says that yes, 20% of the respondents are says
that no, 30% of the respondents are says that may be, 23% of the respondents are says that
cannot say.

CHART 3.21
DO OUR PRODUCTS ALIGN WITH THE VALUES AND BELIEFS OF PEOPLE

35

30

25

20
35
30
15
23
20
10

0
Yes No May be Can’t say

TABLE 3.22
DO OUR PRODUCTS PROVIDE A SENSE OF SELF-ESTEEM TO YOU

S.no sense of self-esteem No of respondent Percentage

 1 Yes 41 34
2 No 24 20
3 May be 33 28
4 Can’t say 22 18
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about products provide a sense of self-
esteem to you is 23% of the respondents are says that yes , 34% of the respondents are says that
no , 21% of the respondents are says that may be , 22% of the respondents are says that cannot
say.

CHART 3.22

DO OUR PRODUCTS PROVIDE A SENSE OF SELF-ESTEEM TO YOU

35

30

25

20
34
15 28
20 18
10

0
Yes No May be Can’t say

TABLE 3.23
DO YOU EXPERIMENT WITH DIFFERENT BRANDS

S.no different brands No of respondent Percentage

 1 Yes 40 33
2 No 25 21
3 May be 34 28
4 Can’t say 21 17
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about experiment with different brands is
33% of the respondents are says that yes, 21% of the respondents are says that no, 28% of the
respondents are says that may be, 17% of the respondents are says that cannot say.

CHART 3.23
DO YOU EXPERIMENT WITH DIFFERENT BRANDS

35

30

25

20
33
15 28
21
10 17

0
Yes No May be Can’t say

TABLE 3.24
YOU TRUST OUR BRAND

S.no trust our brand No of respondent Percentage

 1 Strongly disagree 10 8
2 Disagree 15 13
3 Neither agree not 20 17
disagree
4 Agree 35 29
Strongly Agree 40 33
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about You trust our brand is 8% of the
respondents are says that strongly disagree, 13% of the respondents are says that disagree, 17%
of the respondents are says that neither agree or not disagree, 29% of the respondents are says
that agree and 33% of the respondents are says that strongly agree.

CHART 3.24
YOU TRUST OUR BRAND

35
30
25
20
33
15 29

10 17
13
5 8

0
Strongly Disagree Neither Agree Strongly
disagree agree not Agree
disagree

TABLE 3.25
WHAT ARE THE SOURCES OF OUR PRODUCT BRAND INFORMATION
 S.no sources of our No of respondent Percentage
product
1 Family members 12 10
2 Peers 15 13
3 TV ads 12 10
4 Point of sales 25 21
5 Website 26 22
6 Other 30 25
Total 120 100

INTERPRETATION
The above table it can be observed that opinion about sources of our product brand
information is 10% of the respondents are says that Family members and 13% of the respondents
are says that Peers, 10% of the respondents are says that TV ads, 21% of the respondents are says
that Point of sales, 22% of the respondents are says that Website, 25% of the respondents are
says that Other.
CHART 3.25
WHAT ARE THE SOURCES OF OUR PRODUCT BRAND INFORMATION

25

20

15
25
21 22
10
13
5 10 10

0
Family Peers TV ads Point of Website Other
members sales
CHI-SQUARE TESTS

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 6.682a 9 .670
Likelihood Ratio 6.674 9 .671
Linear-by-Linear .015 1 .903
Association
N of Valid Cases 120
a. 0 cells (0.0%) have expected count less than 5. The
minimum expected count is 5.63.

ONE WAY ANOVA

ANOVA
Product

Sum of Squares df Mean Square F Sig.

Between Groups .155 3 .052 .046 .987

Within Groups 131.636 116 1.135
Total 131.792 119
 Multiple Comparisons
Dependent Variable: Product
Tukey HSD

(I) Brand (J) Brand Mean Std. Error Sig. 95% Confidence Interval
Difference (I-J) Lower Bound Upper Bound

No -.07071 .27644 .994 -.7913 .6499

Yes May be .02020 .27644 1.000 -.7004 .7408

Can’t say .00000 .28993 1.000 -.7557 .7557

Yes .07071 .27644 .994 -.6499 .7913
No May be .09091 .26225 .986 -.5927 .7745
Can’t say .07071 .27644 .994 -.6499 .7913
Yes -.02020 .27644 1.000 -.7408 .7004
May be No -.09091 .26225 .986 -.7745 .5927
Can’t say -.02020 .27644 1.000 -.7408 .7004
Yes .00000 .28993 1.000 -.7557 .7557

Can’t say No -.07071 .27644 .994 -.7913 .6499

May be .02020 .27644 1.000 -.7004 .7408

Product
Tukey HSDa,b

Brand N Subset for alpha

= 0.05

May be 33 2.4242
Yes 27 2.4444
Can’t say 27 2.4444
No 33 2.5152
Sig. .988

Means for groups in homogeneous

subsets are displayed.
a. Uses Harmonic Mean Sample Size =
29.700.
b. The group sizes are unequal. The
harmonic mean of the group sizes is used.
Type I error levels are not guaranteed.

CHAPTER V

FINDING SUGGESTION CONCLUSION

FINDING

The above table it can be observed that the age of the respondents is 21% of the
respondents age group is below 25, 33% of the respondent’s age group is 25-35, 27% of the
respondent’s age group is 35-45 and 19% of the respondent’s age group is above 45.

The above table it can be observed that the gender of the respondents is 67% of the
respondents male, 33% of the respondents is female.

The above table it can be observed that the marital status of the respondents is 64% of the
respondents is married, 36% of the respondents is unmarried.

The above table it can be observed that the Designations of the respondents is 23 % of
the respondents are manager, 36% of the respondents are Supervisor , 22% of the respondents
are Accountant , 19 % of the respondents are Other.
 The above table it can be observed that the educational qualification 8% of the
respondents educational qualification is HSC, 17% of the respondents are educational
qualification is degree, 18% of the respondents are educational qualification is ITI, 21% of the
respondents are educational qualification is diploma, 20% of the respondents are educational
qualification is AMIE and 16% of the respondents are educational qualification is PG.

The above table it can be observed that the Experience in the field is 31% of the
respondents are Less than 5 years, 29% of the respondents are Experience is 5-10 years, 21% of
the respondents are Experience is 10-15 years, 19% of the respondents are Experience is Above
16 years.

SUGGESTIONS
 Advertisement is one of the most effective means for communicating with customers.
 If gray grain polymer rubber industry at Madurai concentrates more on ads it will be able
to attract more customers and this will also help the company to withstand competition in
the industry.
 The company will be able to improve its brand awareness and brand identity through
effective marketing communication(advertisements)
 The marketing communication objective of the company if possible should be based on
creating knowledge of the company’s products on the public.
 It is because of the lack of knowledge of the company and its products that, even though
all the respondents have a liking for the company and some of them prefer it to other
companies, only few have developed a conviction to gray grain polymer rubber industry
at Madurai.
 Concentrating more on ethics, integrity, advertisement and efficiency of workforce would
help gray grain polymer rubber industry at Madurai to be the market leader.
 More publications from the part of gray grain polymer rubber industry at Madurai will
attract more
  Customersand also efficient Financial Consultants who are willing to work for thecompa
ny.
 The company should attempt to avoid misleading advertisements, hiddencharges, delay in
claim disbursement and long verification procedure.
 Services such as Customer Meet, etc should be encouraged.
 The company has to provide more favorable terms and conditions for achieving customer
satisfaction.
 The firm has to make better contact with prospective customers.

CONCLUSION

Accomplishing this project on brand identity was an excellent and knowledge gaining experience
for me. Despite small sample size for questionnaire this project helped me to know the view of
customer and common people towards the brand identity OF GRAY GRAIN POLYMER
RUBBER INDUSTRY AT MADURAI Brands are now a central feature of consumer
marketing, they are important in building long-term relationships with the consumer, irrespective
of the type of market.
Their importance is now also being recognized in other markets including service andindustrial.
Investing in a brand builds consumer confidence and loyalty and allows for brand stretching. It
requires a consistent and long-term strategy. Only a few brands have emerged as truly global. In
conclusion I would say that the brand (gray grain polymer rubber industry at Madurai) is quite
known to peoples. GRAY GRAIN POLYMER RUBBER INDUSTRY AT MADURAI has
built its brand identity among a relatively large number of people in an around MADURAI.

BIBLIOGRAPHY

WEBSITES:-

 www.scribd.com
 www.questionpro.com
 www.google.com
MAGAZINES:-

 Companies Brochures & Manuals.

  Magazines
 Overdrive
 BusinessToday
BOOKS:-

 Marketing Research -G.C Beri

 Marketing Management-Philip Kotler
 Marketing Management-V.S Ramaswamy & S. Namakumar

A STUDY ON BRAND IDENTITY OF THREE AIR PLATE PRO INDUSTRY PVT

LIMITED.

QUESTIONARIES:

1. Name:

2. Age :

a) Below 25
b) 25-35
c) 35-45
d) Above 45
3. Gender:

a) Male
b) Female
4. Marital status:

a) Married
b) Unmarried
5. Designations:

a) Manager
b) Supervisor
c) Accountant
 d) Other
6. Educational:

a) HSC
b) Degree
c) ITI
d) Diploma
e) AMIE
f) PG
7. Experience in the field:

a) Less than 5 years

b) 5-10 years
c) 10-15 years
d) Above 16 years
8. Type of Employment.

a) Permanent
b) Probationary
c) Temporary
d) Contract
e) Others
9. Monthly income:

a) Less Than 5000

b) 5000-10000
c) 10000-15000
d) 15000- 20000
e) Above 20000
10. Training period:

a) One day
b) 1-3 Days
c) 1 Week
 d) 1 Month
11. What industry does your organization operate in?

a) Primary Industry e.g. producers of raw materials (Mining, fishing, etc.)

b) Secondary Industry e.g. processors of raw materials (Manufacturing, building etc.)
c) Service
d) Transport

12. How long has your organization been using social media for?

a) 1-3 months
b) 4-8 months
c) 9-12 months
d) 1-2 years
e) 2-3 years
f) 3-4 years
g) 4-5 years
h) 5 years +

13. Do you buy only branded products?

a) Yes always
b) Never
c) Only when quality is important
d) Rarely
14. Are you a price sensitive consumer?

a) Yes
b) No
15. Which of the following, according to you, help build a good brand image?

a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
e) Free trails and discount
 f) ) Others
16. Are popular celebrities good brand ambassadors and is investing in them a good strategy?

a) Sometimes, May be
b) No, No
c) Yes, Yes
d) Rarely, Not sure
17. Do you use products because they are most available?

a) Yes
b) No
c) May be
d) Can’t say
18. Do you believe in products that are endorsed by your favourite celebrities?

e) Yes
f) No
g) May be
h) Can’t say
19. Do you think company sponsorships help them build a stronger brand?

a) Yes
b) No
c) May be
d) Can’t say

20. What do you think about rankings of products?

a) They are biased and influenced

b) They are fair and give a true picture
c) They are not fully reliable

21. Do you think our products get good word of mouth publicity?

e) Yes
f) No
g) May be
h) Can’t say
22. Do our products align with the values and beliefs of people?

i) Yes
j) No
 k) May be
l) Can’t say
23. Do our products provide a sense of self-esteem to you?

m) Yes
n) No
o) May be
p) Can’t say

24. Do you experiment with different brands?

a) Yes
b) No
c) May be
d) Can’t say
25.You trust our brand

a) Strongly disagree
b) Disagree
c) Neither agree not disagree
d) Agree
e) Strongly Agree

26. What are the sources of our product brand information?

a) Family members
b) Peers
c) TV ads
d) Point of sales
e) Website
f) Other