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College of Computer & Management studies, Vadu. Jitendrakumar V.

Bhavani

ABOUT THE FIRM


It was some fifty years ago that a group of like-minded people got together with an aim to revolutionize the timber and plywood industry. A vision to offer the finest gave birth to Horizons Lamkraft Pvt.Ltd, which is an ISO 9001: 2000 certified company for its management systems. It has been offering newer, better and most preferred products year after year. SIGNATURE premium laminates are the latest offering of the company to its valued consumers. The company has a different attitude to the quality of its products. It feels that quality in a product is not what the supplier puts in. It is what the customer gets and willingly pays for. Customer always pays for what is useful to him and gives him the value of his money. Nothing else constitutes quality. That is why the company concentrates on quality, keeping in mind the requirements of the valued customers.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

INTRODUCTION
HORIZONS LAMKRAFT PVT. LTD. is one of the leading manufacturers of decorative and industrial laminates in India. It has the most modern plant and machinery from well known manufacturers. The design papers are sourced from leading Japanese and European printers. The stainless steel plates used by the company are imported from well-known German and Italian manufacturers. The company is backed buy\y a team of well-experienced personnel in the field production, R & D, QC and Marketing. This team is supported by our dedicated work force. We have an installed capacity to manufacture over 1,00,000 sheets per month. At HORIZONES we are known for our adherence to schedules. You will get what you need and precisely when you need it.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

LOCATION
REGISTERED OFFICE
603, Silicon Tower, Behind Samartheshwar Mahadev Mandir, Law Garden, Off. C.G. Road, Ahmedabad - 3800 006 Gujarat (India) Fax: +917930072554 Res. 91-079-32511255 Email: vn_signature@ricmail.com mktg@signaturelam.com

FACTORY
246-247 kanera Sarsa Road, Nr. Bareja, Opp. IOC Depot, IOC Depot, Dist. Kheda, Village-Kanera - 387540. Gujarat (India) Email: info@signaturelam.com

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

PRODUCT

PLANNING BEFORE ADVERTISEMENT

Product planning is the process of determining that line of products which can secured maximum net realization from the intended markets. It is an Act of marketing in supervising the search, screening and development new product. At Signature Laminates The marketing division set up a team which looks in to the need of customer. They prepare a set of questionnaires which they present before the general public who give their response on the need or the deficiency in the supply of oil and food. Signature Laminates Has tried their level best in planning their product for its better marketing and advertisement they used to plan their products for advertisement in such a way that its pre-planned activities of advertisement can directly impact on its customer, staff of Signature Laminates are spending proper time in deciding the product and way of its better advertisement, which helps the product to reach the customer.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

PRODUCT

LINE IN ADVERTISEMENT

Product liner group of products that are closely related because they perform a similar function and are sold to the same customer and are marketed through the same channel of the distribution line, or make a with particular price range. To make decision in the product line, the management has to acquire to main type of information. They are, The management should aware about the sales of the various product and distribution and profit each item in the same line should be carried out. They must be known to their products and should compare their products line strategy with competitors products line. But at Signature Laminates the decision regarding various lines is not possible because it is private unit.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

ADVERTISEMENT AND SALES PROMOTION


Advertisement
Advertisement is multi dimensional activity. It is a mega-business by itself. Almost Rs. 5000 core worth of advertisement is done per annum in India.

Definition
These days advertisement regard as any paid form of non personal communication of ideas, goods and services by and identified sponsor. Advertisement and marketing mix.

Product
Advertisement makes us aware about product improvements and innovation.

Price
Price is the value offered in exchange of product in terms of money. Price and quality are interrelated. A premium product is high price and quality product. Pricing strategies can be skimming or penetrative. In skimming strategy, we charge a lower price initially to cover product development cost. Once competition enters the market, the price is reduced. In penetrative strategy we charge a lower price initially to penetrate the market deeply.

Place distribution
All advertisement decisions are coordination with distribution decisions, because advertising creates demand, and if the product is not available, it wastage of advertising budget.
College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani 8

Promotion
Advertising is used with personal selling, public relation, direct marketing and sales promotion. Relation of product advertising to product life cycle.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

TYPES OF ADVERTISING
Informative advertising
It builds up and initial demand for the new product at the introduction stage. It is basically for awareness and availability of the product.

Persuasive advertising
It aims at building up the demand for a specific product in growth and maturity stage.

Reminder advertising
It aims at strengthening the previous promotional activity by keeping brand name before the eye for the public in maturity stage as well as in declining stage.

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TYPES OF APPEALS
a. Rational appeals
There are direct towards the thinking faculty of the audience. Like high quality, low price , performance, and ease of use.

b. Moral appeals
Moral appeals are directed to the audiences sense of what is right and proper. The good theme interesting, creditable, true and complete.

c. Emotional appeals
Here the agitated of excited state of mind prompts us to purchase. We act with our heart. Two types positive (love, prestige, joy, mothers love) and negative emotional appeals (fear, warning)

5m of advertisement of Signature Laminates I. Mission (advertising goals)


To increase the demand for the product.

The building of a brand image in a competitive market.


Advertising improves profitability in a less tangible way by

creating goodwill for the firm.


It must reach to a particular audience in order to be effective.

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II.

Money (budget)
In advertising budget, whatever amount company spends on advertising, it should recover that amount within a year. Signature spend 4% of overall turnover on advertising, and marketing. Expenditure is 3-4 of overall turnover. Now lets consider some factors:

Stage in PLC: Signature Laminates is established brand since 2003 So it may require higher budget comparatively new brands.

III.

Competition
Signature Laminates has competition from domestic (Moti-SiliconOlympic). All these company spend lot of money in advertisement. So Signaturel should also spend some amount on advertising.

IV.

Message:
The main message of Signature Laminates is I M COMPLETE WITH U.

V.

Media types and measurement


Television, news papers, magazines, hoarding, wall paintings, poster and internet. In measurement we analysis sales impact and effectiveness of communication.

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IMPORTANCE

OF ADVERTISEMENT

Advertisement is just one of many types of information employee by consumers that may ultimately shape their wants, attitudes, predisposing and purchase of a particular product. The goals of advertisement are: To increase demand for the product. To build brand image of a product in a competitive market. Most firms have their output and advertisement can do much to minimize such fluctuation. It is considered that advertisement improves profitability in less tangible way by creating goodwill for the firm. In developing an advertisement programme, marketing manager must always start identifying the target market and buyer motive. Then they proceed to make the 5 major decisions in developing an advertisement programme known as 5Ms, What is the advertising objective? (Mission) How much can be spend? (Money) What message should be send? (message) What media should be used? (Media) How should the results be evaluated? (Measurement)

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EXPENSES

ARE AS UNDER

TOTAL PROMOTION EXPENSIS

(3%OF

SALES)

Advertising (2% of sales)

sales promotion (1% of sales)

Press 40%

TV. 15%

Cinema 15%

radio 30%

Among all tools of promotion advertisement is given the prime importance by Signature. That can be seen from the above chart. More streets is put on Press. Radio media is also given importance.

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NATURE OF RESEARCH
Marketing research is the systematic, objective, and exhaustive search for any study of the relevant to problem in the field of marketing.
Crisp

R.D.
Marketing research is the systematic recording and analyzing of data about problem relating to marketing.

Association
Research can be defined as the systematic gathering recording analyzing of data, and relating to the marketing of good and services There are two types of research; basic research is that research which is intended to expand the body of knowledge foe the use of others. Applied research is a carried out for solving of a particular problem or for giving specific decision. Also applied research is a kind of survey. The research for advertisement effectiveness Signature Laminates is applied research.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

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OBJECTIVES OF RESEARCH
1) To view the market share of Indian Laminates market. 2) To study the effectiveness of advertisement of Signature Laminates. 3) To know consumer preference for various promotional schemes of

Signature Laminates.
4) To know current consumer states for Signature Laminates.

To identify the most effective media for advertisement of Signature Laminates.

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Research methodology.
Area of the study: The are of the study is Kalol. Sample size:
The size of sample taken for the study in 60 respondents (50 consumers and 10 retailers.)
SL NO. 1 2 3 Respondent Consumer Retailer Total NO. OF REPONDENT 50 10 60

Sampling method
Respondent are selected by convenient sampling method

Sampling instruments
Questionnaire for consumer and retailers

Sampling unit
Individual Data source We have collected both types of data, primary as well as secondary data. i. Secondary data. Company reports Internet surfing Old survey reports ii. Primary data. Questionnaire Interview
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ADVERTISEMENT BUDGET
There are 5 specific factors to consider while setting the advertisement budget. They are, Stage in the product life cycle. Market share and consumer base. Competition and clutter. Advertising frequency. Product substitutability. There are various method for setting advertisement budget. It differs from company to company. Some of the methods are as follow, 1. 2. 3. 4. Percentage of sales or percentage of groups margin. All you can afford. Competitive parity method. Objective and task.

Here the Signature Laminates Are fixing their budget as per the decision of the board of director are as per the advertisement required for the product awareness. Year
2005-2006 2006-2007 2007-2008 2008-2009

Sales in lacs
40.6 45.2 49.4 55.3

Advertisement
2,00,000 3,25,000 3,75,000 4,00,000

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ADVERTISEMENT STRATEGY
The end product of advertising is planning and creative strategy and its execution in the form in which an advertise appears. There are various among the media like radio out door media etc. the seed of the advertisement message are to be found in the purchase proposition. The success of failure of the message as measured by the audience has offer not merely in the terms of product quality and characteristics but more as to their relevance to the requirement and mental make up. According to lack of the product which type of consumer has to face by company such strategy is use.

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RESPONDENT

OF ADVERTISEMENT

There are various modes through which company can advertise its product. Customer also bran user choose the product through the various sorts brand users choose the product through the various sorts of advertising media only. The following table show the various mode of India for product advertisement which is adopted by this unit. Table showing media for advertisement where respondent find advertisement No. 1 2 3 4 5 6 7 8 9 10 11 12 Particulars Television News paper Magazine Hoardings Radio Theatre Poster City bus tin plates Pamphlets Well paintings Banner Internets No of respodent 100 83 25 25 22 8 36 4 9 7 6 1 In % 100 83 25 25 22 8 36 4 9 7 6 1

The above table shows the different types of media advertising, which are displayed for various products. From above table we find advertisement in TV. And news papers are more effective media source for advertisement.
120 100 80 60 40 20 0
Te l N evis ew io n s pa M pe ag r a H z in oa e rd in gs R ad Th i o ea C tre ity bu Po s s t in ter p Pa lat e W mp s el h l p l et ai s nt in g Ba s n In ner te rn et s

Series1

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TABLE SHOWING THE TIMINGS OF WATCHING TELEVISION

no
1 2 3 4

particular
In the morning At afternoon In the evening At night

No. of Respondent
9 14 27 30

In %
9% 14% 27% 50%

Generally advertisement should be displayed on TV. At that time where people are watching more TV. From above table we can come to know the time of watching TV. By people. So a company can give its advertisement in that relevant manner. Advertisement should be shown on TV. During night time, as more people are watching at night time. So to create product awareness, a company should select the timings according to it.

35 30 25 20 15 10 5 0 1 9 9% 14% 2 27% 3 Respondent % 14 27

30

50% 4

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TABLE SHOWING ADVERTISEMENT IN NEWS PAPER


No 1 2 3 4 5 6 Particular Sandesh Gujarat samachar Time of India Economic times Finance express Ad. Marketing management No .of Respondent 41 33 10 6 4 6 In 41% 33% 10% 6% 4% 6%

Today news paper is more effective for advertisement. Every one reads new paper everyday, sop company should possess an effective print media that is news paper. So news paper is important tool for product awareness.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

Ad. Marketing management

Time of India

Economic times

Gujarat samachar

Sandesh

Finance express

50 40 30 20 10 0

41

33 10 10% 6 6% 44% 6 6%

41%

33%

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No
1 2 3 4 5 6 7 8 9 10 11 12 13 -

Particular
A tool to create awareness A way to sale the product Demonstration of the product To introduce new product Product that create direct impact on people and it indices the people to use it once For product publicity A way by which a common people know the product an it quality An idea for earning money A media to pass companys product to the customers Propaganda of product Ti increase products demand A good business policy to attract people Did not answer Total

In %
2 7 4 26 1 4 1 7 1 2 1 36 8 100 %

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Analysis
Consumer survey
Usage rate of particular brand Sr. no. 1 2 3 4 5 Brand name Signature Silicon Olympic Touchlam Moti Total 50 20 08 04 08 50 No of respondent In percentage 40 20 16 08 16 100

From the above data, we can know that vadilal has highest market of 40% than come havmoer and pestangi having market share of 20% and 16% respectively.

Moti Touchlam Signature

Olympic Silicon

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Are you regular user of that brand?


Sr. no
1 2

Particular
Regular Irregular

No of respondent
31 19

In percentage
62 38

regularuty

Irregular

Regular

We cam find that in Laminate market regular users are in more proportion to irregular. Mostly in case of Signature Laminates, people show regularity in using laminates brands have less regularity only because of brand image.

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WHICH FACTOR RESPONSIBLE FOR CHANGE?


Sr. no
1 2 3 4 5

Particular
Scheme ADS. Friend Others Total

No of respondent
12 05 00 01 18

In percentage
66.67 27.78 00 5.55 100

Some factor result in irregularity of using laminates, which tends to switch from nor brand to another brand. In those factors, schemes and ads. Are most effective to induce brand switching. So we can learn that company has to more emphasis on scheme and ads to win nonusers and customers of other brands.

factores responsible for change

70 60 50 40 30 20 10 0 In percentage Scheme 66.67 ADS. 27.78 Friend 0 Others 5.55

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WHICH Factors useful for regular or stabilizing?


Sr. no 1 2 3 4 5 Factor Brand image Good taste, freshness High quality Germ decay, prevention Others
Total

No of respondent 04 11 05 07 03
30

In percentage 13.33 36.67 16.67 23.33 10


100

40 35 30 25 20 15 10 5 0 Brand image 13.33 Good taste, 36.67 High quality 16.67 Germ decay, 23.33 Others 10

In percentage

Most factors which causes for good demand includes good taste, freshness, high quality. Also brand image plays important role. So company should concentrates, on high quality and good taste of laminates. One important thing is that is that company should maintain quality of laminates forever.

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WHICH M EDIA
Sr. no
1 2 3 4 5

USE TO EXPOSE ?

Media
News paper T.V. Radio Wall painting Poster

Total

Respondents In percentage 00 41 28 10 05 9 13 21 15 19 30 100

There are end numbers of Medias to expose message to customers and potential. T.V. and news papers are most useful media of ads. But unfortunately, Signature Laminates not uses news paper, magazine as a media to expose message. Television has highest weight age through which makes aware customers with Signature Laminates. However, they also use in good proportion of wall painting and poster which is most costly and having long effect media.

In percentage , Poster , 19, 19% In percentage , Wall painting , In 21, 21% percentage , Radio, 9, 9% News paper T.V. Radio

In percentage , News paper , 41, 41% In percentage , T.V., 10, 10% Wall painting Poster

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Triabality of Signature Laminates


Sr. no 1 2 Particular Have use at list once Have not been use Total No of respondent 30 20 50 In percentage 60 40 100

Have use at list once

1 2

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Prospect purchase of Signature Laminates


Sr. no 1 2 Particular
Will buy Will not buy

Total

No of respondent 31 19 50

In percentage 62 32 100

Will not buy

Will buy

From the above figure, we can find that only 60% have use Signature Laminates while 40% are unaware about Signature Laminates or have not use Signature Laminates. Also from interview. It will reveals that brand preference toward Signature Laminates.

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WHICH IS THE FACTOR RESPONSIBLE FOR LOW BRAND LOYALTY?


Sr. no 1 2 3 4 5 6 Factors Dont like taste High price Preference to other brand Not availability Not good scheme Others Total Respondents 14 1 7 00 04 04 30 In percentage 46.68 3.33 23.33 00 13.33 13.33 100

50 40 30 20 10 0 Others 13.33

Dont like In percentage 46.68

High price 3.33

Prefere Not nce to availab i 23.33 0

Not good 13.33

Data is most important for this research study. We can know reasons having low brand image, brand loyalty and less demand. It is prove that people dont like design and also give high preference to other to other brands like Silicon, Touchlam, Olympic and Motilam etc. also we can find that Signature Laminates has reasonable price and good scheme because only one respondent has complained of high price who is newly user of Motilam Laminates.
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LIMITATION OF THE RESEARCH


During the process of this research a person comes across certain restrictions, certain limitations. Some of these limitations are overcome while some have to be overlooked for the smooth conduction of the research. Some of the restriction which comes in my way during research are: Limited number of questionnaire filled up by consumers. No right information by the people. Limited time period Inexperience was the another problem.
We consider region Kalol

Target respondents are above 15 years. All the respondents could not fill their questionnaire on their own due to language problem. Finding of the study are based on the assumption that the respondents have given correct information In spite of the limitations a sincere effort has been put in to get the relevant information and desired information. The final information may not be in accordance to the actual situation due to these limitations.

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SUGGESTIONS AND RECOMMENDATIONS

At present Signature is not emphasizing on advertisement in any media.

I would like to suggest the company to give more emphasis on the advertisements. Budget of the advertisement should be increased to a greater extent. Time duration of the ADS should be made longer. Banners and hoardings are also suggested to increase the publicity of the brand and create the brand image.

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CONCLUSION
Virtually, all business establishment, including large and small on there objectives and resources Advertisement and sales promotion are most important tools to aware customers about brand and also to improve image and demand of product as well as company itself We understand that the retailers need support from the companies, but the priority is fixed as the advertisement is on top, the promotional schemes provided by the company is on second and the final they want is the brand loyalty of the company. Or the product they are going to sales. Whew as advertisement offers a reason to buy, sales promotion offers an incentive to buy. Signature Laminates is in good line and length in Laminates market. It has good policy. Sales promotion schemes are also comparatively effective. Currently, sales of Signature Laminates in Gujarat State in Rs. 800000 and rs 3900000 per month respectively. Sales growth is increasing day by day however it ahs to give more emphasis to advertisement in T.V. news papers, and other effective medias t create awareness and brand preference.

College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani

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QUESTIONNAIRES
Dear consumer, I am student of COLLEGE OF COMPUTER & MANAGEMENT STUDIES, VADU. Undergoing project in HORIZONS LAMKRAFT PVT. LTD. This questionnaire is intended to know about current Advertising of the company and make it better to reach attain your satisfaction level based on data collection from this survey. I expect your kind co-operation

Q-1 USAGE RATE OF PARTICULAR BRAND


I. II. III. IV. V. Signature Silicon Olympic Touchlam Motilam
YOU REGULAR USER OF THAT BRAND ?

Q- 2 A RE

I. Regular II. Irregular

Q-3WHICH FACTOR RESPONSIBLE FOR CHANGE?


I. Scheme II. Ads. III. Friend
College of Computer & Management studies, Vadu. Jitendrakumar V. Bhavani 36

IV. Others

Q-4 WHICH F ACTORS


I. II. III. IV. V.

USEFUL FOR REGULAR OR STABILIZING ?

Brand image Good design High quality Germ decay, prevention Others

Q-5 E XPOSURE

OF ADS .

O F S IGNATURE

LAMINATES

I. Have seen ads of Signature Laminates II. Have not seen ads. Of Signature Laminates

Q-6 WHICH M EDIA


I. II. III. IV. V.

USE TO EXPOSE ?

News paper T.V. Radio Wall painting Poster

Q-7 WHICH IS THE FACTOR RESPONSIBLE FOR LOW BRAND LOYALTY?


I. Dont like design

II. III. IV. V.

High price Preference to other brand Not availability Not good scheme

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Q-8 IS THE ADVERTISING OF SIGNATURE IS EFFECTIVES?


I. II. III. IV. Good O.K. Change is desired No idea

Any suggestion or comments.


_____________________________________________________________ _____________________________________________________________

THANK YOU FOR YOUR KIND CO-OPERATION.

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PERSONAL DETAIL
1. Name: 2. Age: I. II. III. IV. V. <13 13-20 21-26 27-45 >46

3. Gender: I. Male II. Female 4. Qualification I. II. III. IV. Graduate P.G. Matriculate None

5. Occupation I. Student II. Employee III. Business man IV. House wife

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6. Monthly income I. II. III. IV. <5000 5000-10000 10000-20000 >20000

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Bibliography
Books
marketing management by Philip kotler. marketing management by G.C Beri

research methodology by D.K. Bhattacharyya.

Website
www.signaturelam.com

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