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AlstoneReport
1. Page | 1
Summer Training Report
on
“To Study Dealer Awareness of ALSTONE
INTERNATIONAL”
Submitted in partial fulfillment of the requirements
for the award of the degree of
Bachelor of Business Administration (BBA)
of
Guru Gobind Singh Indraprastha University, Delhi
Guide: Submitted by:
Ms Shikha Gupta S M Shujauddin
Roll No.:12821401711
Jagannath International Management School, New Delhi
Batch 2011-2014
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Acknowledgement
With an overwhelming sense of gratitude, I acknowledge the valuable guidance and
consistent encouragement extended to me by our knowledge faculty members with whose
guidance, I am able to accomplish this endeavor. Their technical acumen and years of
experience have provided me with crucial inputs at a critical stage. I am especially
thankful and grateful to my project guide Ms. Shikha Gupta, and also
Ms. Anu Bharadwaj and Dr. Gauri Dhingra who motivated and helped me in completing
my project.
I would like to further acknowledge Mr. Deepankar Garg (Director, Alstone
International), Mr. K. Subhramanyam (Product Head, WPCs), Mr Shyam Malhotra (Area
Sales Manager, WPCs) and other employees of Alstone International. Their inputs have
played a vital role in success of this project and research because as an individual’s can’t
do project of this scale.
I take this opportunity to thank all respondent who spared their valuable and precious
time to provide me valuable inputs for project. Without their help it would have not been
possible.
Subject chosen by me is quite exhaustive and very new for research purpose.
I welcome any suggestion and improvement to enhance and enrich the knowledge.
S M Shujauddin
BBA 5th
B (Eve)
12821401711
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Certificate
This is to certify that S. M. Shujauddin of BBA 5th
Semester Enrollment no.
12821401711 from “Jagannath International Management School” affiliated to
“Guru Gobind Singh Indraprastha University, New Delhi” has worked under my
supervision and guidance on “To Study Dealer Awareness of Alstone International”.
He was in constant touch with me and the matter embodied in this report is original and
authentic and same recommended for evaluation. I wish him all the best for his entire
future endeavor.
Ms Shikha Gupta
(Project Guide)
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Executive Summary
Wood Polymer Composite (WPCs) may be one of the most dynamic sectors of the
present day plastic industry. Although the technology is not new, there is growing interest
in the new design possibilities that this marriage of materials offers. The formulation
variations of WPCs that increase wood content offer expansion into other uses, and
volume processors must produce faster, better, and cheaper materials. On the other hand,
weather ability and life cycle costs are the major factors that restrict the expansion of the
field of WPCs.
It focuses on their compositions, that is, thermoplastics and thermosets, wood fiber types,
and additives. Furthermore, it includes recent progress and improvements in the WPC
production area. The processes (compounding, extrusion, injection molding, and
compression molding) used for the manufacture of WPCs products are described. The
properties (mechanical, physical, and biological) of WPCs are also covered. This paper
proceeds to take the performance and properties of microcellular-foamed WPCs and
nano-WPC into account. Last, this paper concludes with applications, developments, and
future trends of WPCs.
Wood Polymer Composite(WPCs) are defined as composite materials that contain wood
(in various forms) and thermoplastic material. WPCs is already an established material in
the USA particularly for garden decking and non-structural building applications, such as
exterior window and door profiles. Wood Polymer Composite are currently used in, or
are under development for, a wide range of applications in a number of market sectors
including:
• Building and construction
• Interiors and internal finishes
• Automotive
• Garden and outdoor products
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• Industrial and infrastructure
• Other low-volume, niche applications
The US total market for WPC products in the two key market sectors was estimated to be
in excess of $350 million (£228 million) in 2001 with predictions to grow to more than
$2,000 million (£1,300 million) by 2011. In contrast, WPC markets in the UK and
Europe are very immature. Despite the demonstrable success of the product in the USA,
market development in Europe has been slow. UK and European market growth is
predicted and expected but there is a significant lack of confidence as to when this is
going to occur. Market development in the USA has been particularly effective when
established suppliers have introduced WPC as a more attractive product. It has been
suggested that this will be the case in the UK and the rest of Europe but there are no
indications as to when this will occur.
By 2004 these materials will become much more commonplace and will be more widely
available. Although there are conflicting views as to which application will offer the
greatest opportunity for WPC manufacturers in the UK and the rest of Europe, the
applications most likely to emerge and achieve significant growth in the short to medium
term are outdoor products (decking, fencing and garden/outdoor furniture), doorframe
profiles and window profiles. These first two applications can be manufactured using a
proportion of recycled plastic and primary and secondary wood processing scrap as
feedstocks and will provide an attractive method of removing some of these materials
from the European waste stream.
There will be a number of issues to be addressed to ensure that the use of recycled
happens efficiently and effectively. These include:
• The negative image of recycled products
• Security of feedstock supply
• Lack of standards
• Certification / approval of products
• Reluctance of potential users to change
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Table of Contents
Chapter No. Particulars Page No.
1 Introduction to Industry
2 Introduction to Company
3 Research Methodology
4 Dealer Awareness
5 Data Analysis
6 Facts & Findings
7 Recommendation
Conclusion
Annexure
Bibliography
Questionnaire
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Chapter 1
Introduction to the Industry
Wood Polymer Composite (WPC) are a new group of materials that are generating
interest in both the UK and overseas. The term ‘WPC’ covers an extremely wide range of
composite materials using plastics ranging from polypropylene to PVC and binders/fillers
ranging from wood flour to flax. These new materials extend the current concept of
‘wood composites’ from the traditional compressed materials such as particle-board and
medium density fiberboard (MDF) into new areas and, more importantly, a new
generation of high performance products. The first generation of ‘wood composites’ were
a combination of recycled wood flour or chips and binders. These were ideal for
relatively undemanding applications. The new and rapidly developing generation of WPC
‘wood composites’ have good mechanical properties, high dimensional stability and can
be used to produce complex shapes. They are tough, stable and can be extruded to high
dimensional tolerances. The new WPC materials are high technology products for the
most demanding applications. The most common types of the new WPCs are produced
by mixing wood flour and plastics to produce a material that can be processed just like a
plastic but has the best features of wood and plastics. The wood can be from sawdust and
scrap wood products. This means that no additional wood resources are depleted in
WPCs, waste products that currently cost money for disposal are now a valuable resource
- recycling can be both profitable and ethical. The plastic can be from recycled plastic
bags and recycled battery case materials although in demanding applications new plastics
materials are used. The recycling ethos is to use materials recovered from short life cycle
applications in long life cycle applications.
WPCs can produce the final shape through extrusion processing. This maximizes
resource efficiency and gives design flexibility for improved fastening, stiffening,
reinforcement, finishing and joining. WPCs are wood products that need no further
processing. WPCs are weather, water and mould resistant for outdoor applications where
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untreated timber products are unsuitable. WPCs are plastic products with exceptional
environmental credential and performance. WPCs have a wide range of applications.
They can cost effectively replace wood products in applications such as furniture,
doorframes, decorative profiles, in fact anywhere wood shapes are used. They can cost-
effectively replace plastic products in applications such as window frames, cable
trunking, roofline products and cladding, in fact anywhere that plastics shapes are used.
WPCs have many benefits:
They are true hybrid materials and combine the best properties of both wood and
plastics.
They use low cost and plentiful raw materials. Wood waste and recycled plastics
become assets instead of liabilities.
They are competitively priced and are competitive with traditional materials such
as timber, MDF and PVC-U.
They are easily produced and easily fabricated using traditional wood processing
techniques.
They are available in a broad range of finishes and appearances.
They are easily recycled after use.
WPCs are true composite materials and have properties of both materials. They have
stiffness and strength between those for plastic or wood, but the density is generally
higher than either. The properties of WPCs come directly from their structure: they are
intimate mixes of wood particles and plastic. The plastic effectively coats the wood
particle as a thin layer. The structure is shown at left. The high moisture resistance of
WPCs (water absorption of 0.7% compared to 17.2% for pine) is a direct result of the
structure. Moisture can only be absorbed into the exposed sections of wood and is not
transmitted across the plastic boundaries. The result is that WPCs are extremely moisture
resistant, have little thickness swell in water and do not suffer from fungal or insect
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attack. The properties of WPCs can be tailored to meet the product requirements by
varying the type of wood or the type of plastic - the PE based products are cheaper and
have a higher heat distortion temperature than the PVC based products but the PVC
products are easier to paint and post treat. Pigments, UV stabilisers and fire retardants can
all be added to the WPC raw material before extrusion to improve specific properties.
WPCs have:
Good stiffness and impact resistance.
Dimensional stability.
Resistance to rot.
Excellent thermal properties.
Low moisture absorption.
General experience shows that WPCs have a fire behavior very similar to, or better, than
that of comparable timber products. Fire tests relate to either flammability or
‘ignitability’ which considers the ease with which a material will catch fire and sustain
burning and ‘spread of flame’ which considers the propagation of fire by the material
being tested. Most of the fire testing of WPCs has been carried out in the USA using
ASTM standards and these cannot be directly translated into the relevant British and
European standards. This information is therefore provided for guidance only. As a
general rule, the presence of the plastic matrix appears to improve the fire performance of
the wood component in WPCs. Many plastics, e.g. PVC-U, have good ignitability and
spread of flame performance and this appears to be transferred to the WPC when they are
used as the plastic component. WPCs show good results in ignitability tests and these are
similar to the results for wood with similar density. WPCs show good results in spread of
flame testing and the results can actually be better that those of wood with a similar
density. The fire performance of WPCs can be modified and improved by the addition of
flame and smoke retardants to the raw material before processing.
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One of the main reasons for using WPCs is environmental. The environmental pressures
on industry in terms of recycling and sustainability are growing daily. There is a clear
need to extend the life cycle of traditional building materials such as wood. This resource
efficient use of materials that are currently seen as waste supports the developing concept
of sustainable development. For users of plastics products there is a need to reduce the
dependence on petrochemicals with their rising and cyclical raw materials costs. For
users of wood products there is a need to improve the resource efficiency and to recycle
the raw materials waste that inevitably occurs. WPCs increase the efficiency of wood
usage by up to 40% compared to traditional wood processing. WPCs provide other
environmental benefits such as:
There is negligible waste and any that is produced reused.
WPCs contain no formaldehyde or volatile organic compounds.
WPCs are recyclable and can be reground and reused after their service life.
WPCs are considered nonhazardous waste and can be disposed of by standard
methods.
The basic material structure of WPCs means that leaching from WPCs is minimal to
non-existent. WPCs are environmentally friendly materials.
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Chapter 2
Introduction to the Company
“Alstone International”
Alstone is brought to by M/s Alstone International, a largest manufacturer of aluminium
composite panels in India. The ISO 9001-2008 company has a state-of the-art
manufacturing facility at Dehradun in Uttarakhand, that features a perfect harmony of
proficient men and world class machines. Highly skilled professionals that work with
Korean machines have an annual capacity to produce 20 million Sq fts per annum.
With the three advanced and ultra-modern ACP production units, we became the largest
manufacturer of aluminium composite panels in India. We started our first production
unit in mid of 2004 with production capacity of six million Sq fts per annum. During last
six years M/s Alstone International has established its brand as the preferred and spreads
it network throughout India having dealers/distributors and own offices cum warehouses
in Delhi, Ahmedabad, Pune, Bangalore, Indore, Chennai, Rajasthan, Kochi, Kolkata,
Raipur, Lucknow and Ranchi for expeditious deliveries.
Alstone play a very important and vital role in introduction of new ranges at regular
intervals and focus on those products which can be among the best and enthuse our
customers. Keeping in mind the technological up-gradations and with an ever growing
and aesthetic need of Architects for beautiful elevations, we have been delivering the
dreams of architects come true.
We build long term relations with customers, employees, vendors and society and our
system is characterized by honesty, transparency and responsibility. It’s through our
commitment to our product quality and constant improvement. Our premium products i.e.
Evolution, Platinum & Evoque are a high quality construction product available in large
variety with innovative ides, an eye catching appeal. Alstone all ranges offer unmatched
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quality, aesthetics, style and durability. It has good insulation and a low thermal
conductivity, weather protection & ready to use. It has a range of applications and a
whole lot of multiple deployment advantages, customers can choose as per their needs,
budgets and decorative requirements.
A fine blend of flexibility and reliability is the code of success at Alstone International.
Alstone International and its team are committed to build and sustain relations with their
patrons making Alstone the most preferred brand in the country.
Now-a-days Aluminium Composite Panels are not only being used in commercial sectors
like offices, hospital, shopping malls, etc. but also in real estate sectors like residential
apartments, flats etc.. Now, composite Panels have become the necessity in designing a
building that reflects the style.
OUR PRODUCTS:
1. ALUMINIUM COMPOSITE PANELS
2. ALSTONE PERFORATED CEILING
3. ALSTONE PARTITION PANEL
4. ALSTONE EVOQUE
5. ALSTONE SILICONE SEALANT
6. WOOD COMPOSITE PANEL
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LIST OF CLIENTS PROJECT CITY / STATE
DMRC VISHVVIDHALYA STATION DELHI
DMRC METRO STATION-15 NOIDA
DMRC METRO STATION -16 NOIDA
DMRC METRO STATION-18 NOIDA
DMRC METRO STATION-37 NOIDA
DMRC
SIKANDAR PUR METRO
STATION GURGAON
DMRC
IFFCO CHOWK METRO
STATION GURGAON
DMRC
GARDEN STATE METRO
STATION GURGAON
DMRC
SHUSHANTH LOK METRO
STATION GURGAON
DMRC D T CITY METRO STATION GURGAON
DMRC
INDRAPRASTHA METRO
STATION NEW DELHI
DMRC
DHAULA KUAN METRO
STATION NEW DELHI
DMRC
CHATTARPUR METRO
STATION NEW DELHI
AAI IGI DOMESTIC AIRPORT(1D) DELHI
AAI AMRITSAR AIRPORT PUNJAB
AAI DIBRUGARH AIRPORT ASSAM
AAI TRIVANDRUM AIRPORT TRIVANDRAUM
AAI JOLLY GRAND AIRPORT DEHRADUN
AAI SRINAGAR AIRPORT SRINAGAR
AAI VISHAKHAPATNAM A.P
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AAI RADAR CENTRE BUILDING DELHI
AAI INTERNATIONAL AIRPORT AHMEDABAD
COMMON WEALTH
GAMES 2010
INDIRA GANDHI INDOOR
STADIUM DELHI
COMMON WEALTH
GAMES 2010 CHHATARSAL STADIUM DELHI
COMMON WEALTH
GAMES 2010
YAMMUNA SPORTS
COMPLEX DELHI
COMMON WEALTH
GAMES 2010 SRI FORT SPORTS COMPLEX DELHI
COMMON WEALTH
GAMES 2010 SAKET SPORTS COMPLEX DELHI
COMMON WEALTH
GAMES 2010 LUDLO KESAL SCHOOL DELHI
COMMON WEALTH
GAMES 2010
JAWAHARLAL NEHRU
STADIUM DELHI
NUMALIGARH
REFINERY LTD.
(CONCERN OF BPCL) ENERGY STATION INDIA
RELIANCE RETAIL
LTD. RELIANCE FRESH INDIA
JINDAL
ARCHITECTURE BUS SHELTERS DELHI
AMERICAN EMBASSY
AMERICAN EMBASSY
SCHOOL DELHI
ACG HOSPITAL HOSPITAL DELHI
DELHI TRANSCO LTD. POWER HOUSE COMPLEX NEW DELHI
STATE BANK OF INDIA CORPORATE OFFICE BHOPAL
J & K BANK BANK GURGAON
TAJ GROUP GINGER HOTEL RUDRAPUR
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TAJ GROUP GINGER HOTEL BARODA
TAJ GROUP GINGER HOTEL PONDICHERRY
DLF BUILDING 9 GURGAON
DLF DLF IT PARK KOLKATA
DLF STAR MALL GURGAON
DLF BUILDING 4 GURGAON
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1. ALUMINIUM COMPOSITE PANELS:
a) ALSTONE CLASSIC: Alstone Classic an exterior grade range, which is available in
30 solid and metallic colours. The product is very durable and comes with warranty of
more than 15 years. We also provide custom made colours as per your specification.
However, for a custom made colour sufficient time may be needed to deliver the request
made (Approx 40 days from the date of receipt of purchase order and a minimum
quantity of 25000 sq ft)
FEATURES OF ALSTONE CLASSIC:
100 % maintenance free
Saves construction time and cost at the last stages of construction
Provides sound insulation and resistant to weathering effects
Resistant to breakage
Exemplary versatility in fabrication
Excellent UV characteristics
Hi-tech appeal
Long lasting
Easily available as indigenously manufactured
Excellent uniformity
Superior flatness
b) ALSTONE INNOVATION: It’s an interior grade eye catching range and basically a
substitute of the outdated and low life Veneer and Laminates available in the market. It’s
available in 50 shade of marble, wooden and antique. This product can be used not only
in commercial projects but also in the residential and Institutional buildings as well.
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c) FEATURES OF ALSTONE INNOVATION:
100 % Water proof
No wrapping & bending tendency
Excellent Sound & Thermal insulation
No maintenance required for life time.
100 % free from borer, fungus & termite
Can be shape the way you want Concave / Convex.
d) ALSTONE PLATINUM: It’s premium product which is available in 8 different
attractive colours and mainly for high-rise buildings. It’s available in wooden, stone and
granite finish with warranty of 25 years.
FEATURES OF ALSTONE PLATINUM:
Hi-Tech look
Excellent Flatness
Sound Resistance
Reduced Dead weight
Thermal resistance
Versatility
Water & Corrosion resistance
Color Uniformity
d) ALSTONE EVOLUTION: It’s an exterior grade aluminum composite panel with eye
catching ranges with unique combination of stone, granite, marble & wooden finish with
guarantee of 15 Years. It’s mainly for low-rise building and available in thickness of
3mm as well as 4mm with foil thickness of .25mm only.
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FEATURES OF ALSTONE EVOLUTION:
Excellent Flatness
Sound Resistance
Reduced Dead weight
Thermal resistance
Versatility
Water & Corrosion resistance
Color Uniformity.
Alstone Aluminium Composite Panel
ACP
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2.ALSTONE PERFORATEDCEILING:
Our ceiling is made of high quality aluminium composite panel. It’s pre-coated with
Polyester high class paint. Total thickness of the ceiling is 3mm with aluminium coil
thickness of .25mm filled with 2.5mm high quality Polyethylene (PE). Alstone Perforated
ceilings are becoming an attractive choice among many designers due to the various
features bundled into a single product. Its offer the best solutions for acoustical
dampening and absorption; provide ventilation, all in an aesthetic sense.
FEATURES OF ALSTONE FALSE CEILING:
100 % Water proof
No wrapping & bending tendency
Maintenance Free
No paint required
Easy to Install
Excellent Sound & Thermal Insulation
False Ceiling
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3. ALSTONE PARTITION PANEL:
Alstone partition panels are robust, water and termite resistance and can be utilized for
optimization of spaces in all domestic and commercial establishments like offices,
hospital, shopping malls, etc. It can also be effectively used in wet areas like laboratories,
kitchens, washrooms, toilets, laundries, places that have high human traffic, etc. Alstone
partition panel withstands Pressure and ensure years of stability. Alstone partition panels
are in demand from various domestic and industrial customers and are the preferred
choice for kitchen, balcony, washroom and other areas where water is in regular contact.
Partition Panel
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4. ALSTONE EVOQUE:
The latest entry in the ALSTONE Family is “Alstone Evoque”. It’s a high quality of
Aluminium Composite Panel with extremely effective weather protection for 15 years.
It’s available with 8mm thickness in planks of 6”X96”, 9”X96”, 12”X 96” & 48”X96”.
FEATURES OF ALSTONE EVOQUE:
With 8mm thickness
Available in Planks
Core of same colour
Screw of same colour
Thermal resistance
High UV resistance
Water & Corrosion resistance
Color Uniformity
Alstone Evoque
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5. ALSTONE SILICONE SEALANT:
Alstone Silicones Sealant is an outcome of years of innovation and research. We are the
first manufacturer of silicone sealant in India and we are manufacturing it at Kotputli in
Rajasthan.
a). GP-300(GERERAL PURPOSE SILICONE SEALANT)
Alstone general purpose GP-300 is a high grade, one component acetoxy silicone sealant.
It is a cost effective, high performance, fast cure and multipurpose silicone sealant.
Applications:
Recommended for interior use only
Seal and joint of aluminium, glass doors and window
Industrial & residential uses include HVAC, Plumbing Kitchen and Bath Fixtures
Suitable for ceramics and most non-porous substrates
b) WS-600(WEATHER PROOF SILICONE SEALANT)
Alstone weatherproof WS-600 is a single component high grade neutral cure silicone
sealant with high chemical stability.
Applications:
Recommended for exterior use
Installing expansion and control joints in building facades, window, door
perimeters, sidewalks, plazas, parking decks and wall coatings
Bonding of most common building material such as glass, ACP, UPVC, anodized
aluminum, granite, brick, wood, Steel and most plastics without use of prime.
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6. WOOD POLYMER COMPOSITE
Alstone WPCs is a next generation product with a total solution for all problems in
Plywood. It is composed of natural wood and thermoplastic. It is a best substitute of
wood and plywood for its durability and thermoplastic for its flexibility.
Features:-
Water and moisture proof
No swelling no shrinking
Recyclable
Maintenance Free
100% Eco Friendly
Cost Effective
Time saving
Alstone Wood Polymer Composite
Use
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Mission and Vision of Alstone International
Mission
It’s the mission of the Alstone Group to continuously improve the quality of its products
using cutting-edge technologies and following the latest trends. The group emerged with
an enthusiasm to offer world-class products to its countrymen and it will carry forward
the same attitude along with the determination to be the global leader.
Vision
The Group is committed to achieve the highest performance standards in each area of its
business. It envisages itself as the most trusted name all over the world.
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SWOT Analysis
Strength
Track record of growth in turnover and profits
Superior quality
Vast experience in domestic and export market
Weaknesses
High prices
High lead time
Less Variety in WPCs Boards.
Opportunity
Quicker response to customers need
To increase share in WPCs products
Threats
Heavy competition
More aggressive marketing by foreign competitors in WPCs makers.
Entry of giants of WPCs in Indian market with varieties of products
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Chapter 3
Conceptual Discussion
Marketing
Marketing is the process of communicating the value of a product or service
to customers, for the purpose of selling that product or service. From a societal point of
view, marketing is the link between a society’s material requirements and
its economic patterns of response. Marketing satisfies these needs and wants through
exchange processes and building long term relationships. Marketing can be looked at as
an organizational function and a set of processes for creating, delivering and
communicating value to customers, and managing customer relationships in ways that
also benefit the organization and its shareholders. Marketing is the science of
choosing target markets through market analysis and market segmentation, as well as
understanding consumer buying behavior and providing superior customer value.
4P’s
Product:- A product is seen as an item that satisfies what a consumer demands. It is a
tangible good or an intangible service.
Price:- The amount a customer pays for the product. The price is very important as it
determines the company's profit and hence, survival. Adjusting the price has a profound
impact on the marketing strategy, and depending on the price elasticity of the product,
often it will affect the demand and sales as well.
Promotion:- All of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises elements such
as: advertising, public relations, sales organization and sales promotion.
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Place:- Refers to providing the product at a place which is convenient for consumers to
access. Various strategies such as intensive distribution, selective distribution, exclusive
distribution and franchising can be used by the marketer to complement the other aspects
of the marketing mix.
Distribution
Product distribution (or place) is one of the four elements of the marketing mix.
Distribution is the process of making a product or service available for use or
consumption by a consumer or business user, using direct means, or using indirect means
with intermediaries.
Distribution of products takes place by means of channels. Channels are sets of
interdependent organizations (called intermediaries) involved in making the product
available for consumption. Merchants are intermediaries that buy and resell products.
Agents and brokers are intermediaries that act on behalf of the producer but do not take
title to the products.
A firm can design any number of channels. Channels are classified by the number
of intermediaries between producer and consumer. A level zero channel has
no intermediaries. This is typical of direct marketing. A level one channel has a
single intermediary. This flow is typically from manufacturer to retailer to consumer.
In practice, many organizations use a mix of different channels; in particular, they may
complement a direct sales-force who typically call on larger customers with agents who
cover the smaller customers and prospects. In addition, online retailing or e-commerce is
leading to disintermediation. Retailing via smartphone or m-commerce is also a growing
area.
The firm's marketing department needs to design the most suitable channels for the firm's
products, then select appropriate channel members or intermediaries. The firm needs to
train staff of intermediaries and motivate the intermediary to sell the firm's products. The
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firm should monitor the channel's performance over time and modify the channel to
enhance performance.
To motivate intermediaries the firm can use positive actions, such as offering higher
margins to the intermediary, special deals, premiums and allowances for advertising or
display. On the other hand, negative actions may be necessary, such as threatening to cut
back on margin, or hold back delivery of product.
Channel conflict can arise when one intermediary's actions prevent another intermediary
from achieving their objectives. Vertical channel conflict occurs between the levels
within a channel and horizontal channel conflict occurs between intermediaries at the
same level within a channel.
Types of Distribution
Intensive distribution:- The producer's products are stocked in the majority of
outlets. This strategy is common for basic supplies, snack foods, magazines and soft
drink beverages.
Selective distribution:- Means that the producer relies on a few intermediaries to carry
their product. This strategy is commonly observed for more specialized goods that are
carried through specialist dealers, for example, brands of craft tools, or large appliances.
Exclusive distribution: Means that the producer selects only very few
intermediaries. Exclusive distribution is often characterized by exclusive dealing where
the reseller carries only that producer's products to the exclusion of all others. This
strategy is typical of luxury goods retailers such as Gucci.
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Chapter 4
Research Methodology
Title:-
“To Study Dealer Awareness of Alstone International”
Title Justification:-
I have chosen the topic “To Study Dealer Awareness of Alstone International” because in
today’s scenario the first thing which a company look is for customer satisfaction. As the
time is changing the technology is also changing, by bringing the total replacement for
plywood which is environmental friendly and recyclable.
Objectives of Study
Every study is conducted with key objectives and aims kept in the fore. Without aims and
objectives the study is like a ship without radar. So aims and objectives of this study are:
a) To understand WPCs Industry.
b) To know whether the product is environmental friendly.
c) To understand the awareness level of Alstone Product’s and brand name.
d) To ascertain the superiority of Alstone’s Products with others.
e) To know how satisfied dealers are, with the product, they sell.
f) To know the perception regarding the quality and others factors.
g) To know the demand of WPCs.
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Research Design
A research design encompasses the method and procedures employed to
conduct scientific research. The design of a study defines the study type (descriptive,
correlation, semi-experimental, experimental, review, meta-analytic) and sub-type (e.g.,
descriptive-longitudinal case study), research question, hypotheses, independent and
dependent variables, experimental design, and, if applicable, data collection methods and
a statistical analysis plan.
I have chosen Descriptive research design.
Descriptive Research Design
Descriptive research is used to describe characteristics of a population or phenomenon
being studied. It does not answer questions about how/when/why the characteristics
occurred. Rather it addresses the "what" question (What are the characteristics of the
population or situation being studied?) The characteristics used to describe the situation
or population are usually some kind of categorical scheme also known as descriptive
categories. For example, the periodic table categorizes the elements. Scientists use
knowledge about the nature of electrons, protons and neutrons to devise this categorical
scheme. We now take for granted the periodic table, yet it took descriptive research to
devise it. Descriptive research generally precedes explanatory research. For example,
over time the periodic table’s description of the elements allowed scientists to explain
chemical reaction and make sound prediction when elements were combined.
Data Collection
A formal data collection process is necessary as it ensures that data gathered are both
defined and accurate and that subsequent decisions based on arguments embodied in the
35. Page | 35
findings are valid. The process provides both a baseline from which to measure and in
certain cases a target on what to improve.
Data Collection are of two type:-
Primary Data:- Direct collection of data from the source of information,
including personal interviewing, survey etc.
Secondary Data:- Indirect collection of data from sources containing past or
recent information like, annual publications, books newspaper and magazines etc.
My major emphasis was on gathering the primary data. The secondary data has been used
to make things more clear.
Sampling Techniques: - Probability Sampling
Sampling Type: - Simple Random Sampling
Sample Area: - Delhi and NCR
Sample Size: - 100
Sample Unit: - Hardware Dealer, Modular Kitchen Designer, Architects and Engineers.
Limitation Of Study:-
1. Compare the market potential of Delhi NCR: the sample size of 100 target
audience is relatively small. This doesn’t represent the true universe.
2. A population census couldn’t be done which perhaps gives approx “Zero deviation
error” from the actual.
3. Most of the dealers hesitate to sell WPCs.
4. Some of the dealers were not friendly and some didn’t had adequate knowledge of
WPCs.
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Chapter 5
Dealer Awareness
Distribution channel consist of the set of people and firms involved in the transfer of title
of a product, as product moves from producer to ultimate customer or business user.
WHY DO PRODUCER DELEGATES SOME OF SELLING JOBS TO
INTERMEDIARIES?
Intermediaries normally achieve superior efficiency in making goods widely available
and accessible to target market- through their contacts, experience, specialization and
scale of operation.
LEVELS OF DISTRIBUTION
a) Zero level (Direct Marketing channel)
Door-to-Door Sales
Mail orders
Tele Marketing
Interactive TV
Internet Selling
Company owned outlets
b) Level I (Producer, Retailer, Consumer)
c) Level II (Producer, Wholesaler, Retailer, Consumer)
d) Level IV (Producer, Wholesaler, Jobber, Retailer, Consumer)
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Channel functions
Gather information about potential and current customers, competitors, and
other actors and forces in the marketing environment.
Develop and disseminate persuasive communications to stimulate
purchasing.
Reach agreements on price and other terms so that transfer of ownership or
possession can be affected.
Place orders with manufacturers.
Assume risks connected with carrying out channel work.
Provide for the successive storage and movement of physical products.
Acquire the funds to finance Inventory
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION CHANNEL
Market Consideration
Consumer or Industrial Market
No. of Potential Customers
Size of Order
Buying habits of Customers
Geographical Concentration of market
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Product Consideration
Unit Value
Product Line
Standardized Product
Technical Nature
Bulk and Weight
Perish ability
Company Consideration
Volume of Production
Financial Resources
Experience and Competency of Management
Service Provided by the Channels
Desire for control of channels
Middlemen Consideration
Availability of Desired Middlemen
Financial Ability
Sales Potential
Cost
Competition and Legal Constraint
CHANNEL DESIGN DECISION
a) Analyzing Customers Desired service Output Levels
Lot Size
Waiting and Delivery Time
Spatial Convenience
Product Variety
Service Back – Up
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b) Establishing Objectives and Constraints
c) Identifying Major Channel Alternatives
Types of Intermediaries
Number of Intermediaries
Terms and Responsibility of Channel Members
d) Evaluating Major Alternatives
Economic Criteria
Control Criteria
Alstone International follows level 1, 2, 4 of distribution channel.
Their main distribution channel process is dealers who sell their product to rest of
the customer.
Time to time Alstone keeps a meeting of the entire dealer just to know their review
regarding the product and its feedback. They also keep them update about the
product and its features.
Dealer Meet at Faridabad
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Chapter 6
Data Analysis
Ques 1.. Have you heard of Alstone International?
Yes
No
Attributes No. of Dealers
Yes 88
No 12
Interpretation:-
Out of 100 dealers only 88 dealers knew about Alstone International.
Have you heard of Alstone
Yes
No
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Ques 3.. While buying Alstone Product, what do you look for?
Style
Quality
Reliability
Price
Attributes No. of Dealers
Style 15
Quality 40
Reliability 25
Price 8
Inerpretation:-
Out of 88 dealers 40 look for quality, 25 on reliability, 15 on style and 8 on price.
What do you look while buying
Style
Quality
Reliability
Price
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Ques 4.. How do you find the quality of the product of Alstone?
Very Good
Good
Average
Bad
Attribute No. of Dealers
Good 63
Average 25
Bad 0
Don’t Know 12
Interpretation:-
63 dealer’s find the quality of Alstone Product good, 25 of them find it Average.
Quality
Good
Average
Bad
Don’t Know
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Ques 5.. Are you satisfied with Alstone Product and its life?
Yes
No
Attribute No. of Dealers
Yes 80
No 8
Interpretation:-
80 dealers are satisfied with alstone products and its life.
Satisfied with Alstone Product
Yes
No
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Ques 6.. Is the product environmental friendly?
Yes
No
Attribute No. of Dealers
Yes 86
No 2
Interpretation:-
86 dealer find the product environmental friendly.
Is product Environmental Friendly
Yes
No
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Ques 7.. Does the product have sufficient features?
Yes
No
Attribute No. of Dealers
Yes 80
No 8
Interpretation:-
80 dealers find sufficient features in the product.
Sufficient Features
Yes
No
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Ques 8.. Which company WPCs do you use?
Alstone
Ecoste
Ewood
Attribute No. of Dealer
Alstone 25
Ecoste 35
Ewood 28
Interpretation:-
35 dealers use Ecoste WPCs as it is cheap compare to others.
Which WPCs do you Sell
Alstone
Ecoste
Ewood
50. Page | 50
Ques 9.. How company grew from the beginning till now?
Competitive Benchmarking
Focus on quality
Through customer delight
Attributes No. of Dealers
Competitive Benchmarking 40
Focus on quality 30
Through customer delight 18
Interpretation:-
The company has established a very strong benchmark in the market.
Growth of Company
Competitive
Focus on Quality
Through customer delight
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Ques 10.. Do you think in India WPCs market is in growing stage?
Yes
No
Attribute No. of Dealer
Yes 80
No 8
Interpretation:-
80 dealers find that WPCs market is in growing stage.
WPCs Market in India
Yes
No
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Ques 11 In your opinion the brand image of Alstone is?
Very Good
Good
Average
Bad
Attribute No. of Dealer
Very Good 43
Good 30
Average 10
Bad 5
Interpretation:-
The brand image of alstone is very good.
Brand Image
Very Good
Good
Average
Bad
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Ques 12 Reasons of your preference for Alstone WPCs?
Price
Quality
Durability
Brand Image
Attribute No. of Dealer
Price 10
Quality 30
Durability 30
Brand Image 18
Interpretation:-
Most of the dealer prefer Alstone product because of its quality, durability, and brand
image.
Preference for Alstone WPCs
Price
Quality
Durability
Brand Image
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Chapter 7
Facts and Findings
From the above graph we can find:-
Out of 100 dealers only 88 dealers knew about Alstone International.
Out of 88 dealers 88 knew about ACP, Partition Panel 74, Evogue 70, Silicon
Sealant 88, WPCs 50
Out of 88 dealers 40 look for quality, 25 on reliability, 15 on style and 8 on price.
63 dealer’s find the quality of Alstone Product good, 25 of them find it Average.
80 dealers are satisfied with alstone products and its life.
86 dealer find the product environmental friendly
80 dealers find sufficient features in the product.
35 dealers use Ecoste WPCs as it is cheap compare to others.
The company has established a very strong benchmark in the market.
80 dealers find that WPCs market is in growing stage.
The brand image of alstone is very good
Most of the dealer prefer Alstone product because of its quality, durability, and
brand image.
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Chapter 8
Recommendation
From the above findings I recommend the company these following things:-
Alstone should try to work on technology which should produce cheaper products
with good quality.
The dealer prefers to sell other brand product as they are cheap and profit margin
is more in that.
Alstone should revise their price to have a strong market.
The dealer are overall extremely happy with the quality of the products that the
company produce.
Provide update knowledge and information to the dealer and contractor about the
product.
Fulfill all the commitments which are made by the company.
The lead taken by the Alstone should be less because not only the dealer will
suffer but in the long run the customer will evade and it will surely bring bad name
to the company.
Company should further reduce its price.
WPCs are future product so Alstone should advertise their product in general
public.
Even the dealer who have heard about WPCs are not totally satisfied.
The features and life of product is good.
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Chapter 8
Conclusion
The purpose of this report was to understand the concept of “Dealer awareness of
Alstone International” and to know the Wood Polymer Composite industry in India,
and its usage”
As far as present potential of Alstone is concerned, there are 20 customers who
are buying Alstone WPCs.
From this research I came to know that mostly dealer prefer to buy WPCs of other
brands which are cheaper.
Maximum respondents like to buy WPCs of Ecoste which is cheaper than Alstone.
50% of dealers are not satisfied with WPCs as it is very new in the market and the
profit margin is also less.
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Chapter 9
9.1 Bibliography
Books:-
Marketing Management- Philip Kotler
Consumer Behavior, 6th
Edition, - Hawkins, Best and Coney
Marketing Management- Dr. C. B. Gupta
Sales and Distribution Management- Dr S L Gupta
Sales Management- Dr. C. B. Gupta
Websites:-
www.alstoneinternational.com
www.eternowoodsindia.com
www.einwood.com
www.hybrideck.co.nz
www.alstrongindia.com
www.glspolymers.com
www.coperion.com
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9.2 Questionnaire
Ques 1.. Have you heard of Alstone International?
Yes
No
Ques 2.. Have you heard of Alstone Products?
Alstone Aluminium Composite Panel(ACP)
Alstone Partition Panel
Alstone Evogue
Alstone Silicon Sealant
Wood Polymer Composite(WPCs)
Ques 3.. While buying Alstone Product, what do you look for?
Style
Quality
Reliability
Price
Ques 4.. How do you find the quality of the product of Alstone?
Very Good
Good
Average
Bad
Ques 5.. Are you satisfied with Alstone Product and its life?
Yes
No
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Ques 6.. Is the product environmental friendly?
Yes
No
Ques 7.. Does the product has sufficient features?
Yes
No
Ques 8.. Which company WPCs do you use?
Alstone
Ecoste
Ewood
Ques 9.. How company grew from the beginning till now?
Competitive Benchmarking
Focus on quality
Through customer delight
Ques 10.. Do you think in India WPCs market is in growing stage?
Yes
No
Ques 11 In your opinion the brand image of Alstone is?
Very Good
Good
Average
Bad
64. Page | 64
Ques 12 Reasons of your preference for Alstone WPCs?
Price
Quality
Durability
Brand Image
