A project report on "Marketing opportunities in Trust Insulation Co. Ltd." operating in Kabul, Afghanistan. pdf

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SUMMER INTERNSHIP PROJECT REPORT
ON
MARKETING OPPORTUNITIES AT TRUST INSULATION CO. LTD.
IN PARTIAL FULFILLMENT OF FULL TIME MBA PROGRAM
(2013-15)
Info@bkschool.org.in
SUBMITTED BY:
Abdulmahboob Shujaee (11301)
Date: 5/8/2014
SUBMITTED TO:
Dipak Hadiya (Project Coordinator)
BK School of Business Management
Gujarat University, Navrangpura,
Ahmedabad-380009
Phone: +91 7926304811

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ACKNOWLEDGEMENT
There are countless individuals who help us in making our journey of life
successful and enriching. As I resume towards the end of my summer training, I
take this opportunity to thank all those individuals who have contributed in one
way or the other in making this journey of mine successful and a great learning
experience which will help me in my future endeavors.
First and foremost, I would like to thank CEO of Trust Insulation Co. Ltd Mr. Abdul
Masood Ahmadi, not only providing me with invaluable advice and guidance to
carry on with my project work, but also motivating me throughout my training
period.
I would like to express my sincere gratitude to Mr. Shoaib Ahmadi, Director of the
company. He supported me continuously with his valuable knowledge and
experience in the successful completion of the project.
And I also would like to thank all those who have either directly or indirectly
contributed in the completion of my project.
Finally I want to thank B K School of management studies for providing me the
opportunity to have practical experience with the corporate.

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TABLE OF CONTENT
1) Declaration 4
2) Chapter 1: Introduction to project 5
3) Chapter 2: Company profile and overview 7
4) Chapter 3: Area of study 16
5) Chapter 4: Finding and analysis 20
6) Learning outcomes and Suggestion 21
7) Manufacturing process 22
8) Chapter 5: Conclusion 25
9) Bibliography 26
10) Appendix 27

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DECLARATION
I, Abdulmahboob Shujaee, the undersigned, a Student of BK School of
Business Management, Ahmadabad (Full Time MBA-2013-15), hereby declare that
the Project Report entitled the study of MARKETING OPPORTUNITIES AT TRUST
INSULATION CO. LTD. is submitted in partial fulfillment of the requirement for the
summer internship project.
The project is undertaken as a part of Summer Internship Training during
time period 24th
May to 26th
June, 2014. The matter embodied in this project
report has not been submitted elsewhere by anybody for the award of any degree
or diploma.

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INTRODUCTION:
Marketing can be looked at as an organizational function and a set of processes
for creating, delivering and communicating value to customers, and customer
relationship management that also benefits the organization. Marketing is the
science of choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior and providing
superior customer value. 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.
But in my report I tried to study the Marketing opportunities at Trust Insulation
Co. Ltd. in order to observe and implement the concepts which I have learned
during MBA program.
It is because the company, with whom I have worked, doesn’t use to do much of
marketing because it has a monopoly in the local market. But if they want to
expand their business nationally as well as globally, then they have to do
marketing.
OBJECTIVE:
 My first and foremost objective is to evolve myself in term of marketing
areas so that I could be able to learn the marketing in practical life and in
corporate.
 My other objective towards this move is to enhance my ability to learn the
organization practically, so that I could be more prosperous in future in the
field of marketing management.
 In future I would like to have a Logistic company of my own, and this
project made me explore and observe many market opportunities and
problems relevant to insulated products and many other products, and I
learned how to solve them through this helpful project, which is very
helpful for my future business plan.

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 Finally, To have practical experience to work with the company, to learn the
consumer behavior, the management, and the way of attracting customers
with the help of marketing which is lacking in this company.
SCOPE:
 The only problem in Trust Insulation Co. Ltd. is that they are not using
marketing because of their monopoly in the domestic market. Thus, they
are not expanding their marketing practices to attract more customers such
as, E-commerce, advertisement, ets.
 Thus, this study can help the company to decide their marketing strategy
which is not used by the company currently.
RESEARCH DESIGN:
 Data Source : Primary data and secondary
 Research Method : Observation, Direct interaction and media tools
 Research Technique : Questionnaire and Interview
 Type of Questionnaire : Structured
 Type of Questions : Closed and Open ended
 Number of Questions : 9
 Place : Kabul, Afghanistan
SOURCES OF DATA:
The study is conducted with the help of questionnaire therefore the main source
of information is the answer given by the people. In addition to that I have
collected the secondary data with the help of media tools such as Company’s
magazines, internet, etc.

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COMPANY PROFILE:
Trust insulation Co. Ltd. is the pioneer of the expanded polystyrene insulation
sheets producer in Afghanistan, and they are serving the nation since 2010. Their
brands name “THERMOPORE” is now a well known household word. In fact many
people are surprised to know that THERMOPORE and THERMOPORE-Blue are
quality brands made by them and this implies that they have the monopoly
dominance in Afghanistan for producing expanded polystyrene insulated
products.
Mission
To strive to provide expanded polystyrene solutions, fulfilling our customer needs
with quality product and service.
Objective
To seek new product innovations in order to meet new market requirements and
to continue to service customers with the technical support for their special
needs.
What this company actually produces?
1. THERMOPORE:
 Extremely low thermal conductivity (High R-value)
 High compressive strength and CFC Free
 Very light weight but strong
 Resistant to water absorption
 Most Economical choice of insulation
Sheets range from densities of 12kg/m3 to 45kg/m3 with standardized densities
for a variety of applications. Sheets are available in sizes of 2m x 1m, 1m x 1m, 8 x
4 feet, 6 x 4 feet and 4 x 4 feet from ½ up to 24 inch thicknesses.

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2. THERMOSPRAY Polyurethane Spray Foam
 Extremely low thermal conductivity
 Seamless application
 Quick curing time
Polyurethane is an insulation breakthrough. Sprayed as a liquid, it expands in
seconds to many times its volume, forming a continuous layer with no gap. This
provides Superior Energy Efficiency and much improved indoor comfort.
3. THERMOPORE Blue:

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What THERMOPORE-Blue® Does?
 High Resistance to Heat/Cold.
 Insulates your roof permanently for the life of your building.
 Means more energy savings. Reducing electric / gas bills.
 Decreases 7o
c to 9o
c temperature as compared to un-insulated building.
 Economical against its utility and pays back in a short time.
 Increases the life of your building.
 Good sound insulation
What does THERMOPORE-Blue® Have?
 Extremely low thermal Conductivity Meeting ASTM & Din Standards.
 Density 35kg/m3
 PCSIR Tested & Approved.
 Reduced Water Absorption.
 Resistance to Ageing.
 From your trusted source.
 International standard Quality.
 Recommend Thickness 2” & 3”.
 Extremely low Thermal Expansion.
The Features of THERMOPORE
 Extremely low thermal conductivity.
 Exceptionally light but very strong.
 Everlasting.
 CFC Free.
 High compressive strength.
 High ability to hold pressure.
 Easily cut, drilled or milled.
 High resistance to water vapor diffusion.
 Smooth, attractive finish.
 No effect with Bacteria and Fungi.
 Non-Toxic, non irritant and odorless.

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 No reaction with many chemicals.
THERMOPORE is ideal for
 Thermal insulation of flat roofs, pipes and tanks.
 Insulation of cold stores.
 Insulation of Walls.
 Sound proofing of offices, homes etc.
 Fish net floats, life vest, buoys, etc.
 Shock absorption and insulated packaging.
 Cups for Hot & Cold Drinks.

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PRODUCTS OF THE COMPANY:
1. Insulation Sheets
Industrial Enterprises Manufactures the widest range and is capable of catering to
all your insulation needs.
Density and Size:
Sheets range from density of 12kg/m2
to 45kg/m3
with standard densities for a
variety of application, Sheets are available in size of 2m x 1m, 1m x 1m and 4 x 8
feet 4 x 4 feet from ½” up to 22 thick. Recommended roof insulation thickness
75mm (max) to 50mm(min) of THERMOPORE-Blue.
Application for Roof Insulation
PCSIR Laboratories had independently tasted and verified our product range to
meet international standards as per ASTM and DIN codes

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Density
Water
Absorption
Flexural
Strength
Thermal
Resistance
Water Vapor
Permeance
Immersion
%
Psi F.ft2.h/Btu Mg/m2
12Kg/m3
4.0% 16 3.5 5.0
15Kg/m3
3.95% 27 3.8 4.9
18Kg/m3
2.85% 36 4.0 3.4
20Kg/m3
2.5% 41 4.2 3.4
30Kg/m3
0.3% 60 4.8 0.9
THERMOPORE-Blue®35Kg/m3
0.15% 110 5.85 0.3
2. Insulation Boxes
Boxes especially designed for perishable items such as vegetables, fruits, frozen
meats, ice cream, fish and Medicines (vaccines).
Description L-Inch W-Inch D-Inch WT-Inch
Size 1 16.5 15.5 15.5 2
Size 2 16.5 9.75 9.5 2

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Size 3 10.5 7 9.5 2
Size 4 9.75 7.75 3 0.75
Size 5 20.5 13.25 8.5 1
Size 6 15.75 10.75 7 0.75
Size 7 10 8 6.5 0.5
Size 8 14.25 6.5 7.75 0.5
Size 9 8 6.75 7.75 0.5
Size 10 6.5 6.25 4.75 1.5
Size 11 6.5 5.5 4 1.5
Size 12 14 12.75 6.3 2
Size 13 9.25 7.75 8 1.5
Size 14 7.25 5.25 3.25 0.5
Size 15 14 8.25 10.25 2
3. Food Packing
Different kind of Lunch Boxes, Soup Bowl, Birani Box, Serving Trays and any food
Packing as per customer requirement.
4. THERMOPORE Packaging Material

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Polyurethane foams have defined strength characteristics. THERMOPACK®
provides safe handling and eliminates breakage of valuable products.
THERMOPACK® packaging can easily be calculated designed to customer’s
specifications. The broad spectrum of properties and individual adaptability of
THERMOPACK® permits economical solution of packing problems which vary
vastly from product to product, and from sector to sector.
5. THERMOPORE PIPE INSULATION
What should I do with hot/cold water in extreme weather?

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6. DISPOSABLE CUPS
Disposable cups are available in sizes of 125ml, 200ml, 220ml, and 240ml.
BASIC SERVICES PROVIDED BY THE COMPANY:
 Payment services like, credit payment for 15 days to 1 month.
 Free delivery to the loyal customers and to the ones who buy the product
regularly.
 Extra storage places for the sold materials.
 Staff and engineers for installing the product in term of construction.

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AREA OF STUDY:
I conducted this study to figure out the marketing opportunities of Trust
Insulation Co. Ltd. though the marketing efforts in this company are very weak
because they are having monopoly dominance in the domestic market. And it is
about expanded polystyrene which is produced by the company, but company yet
not make any effort to attract the unaware customer, and they have no effort to
expand it globally. Thus, my area of study is marketing in the company for new
customer.
Expanded polystyrene
Expanded polystyrene (EPS) is a rigid and tough, closed-cell foam. It is usually
white and made of pre-expanded polystyrene beads. EPS is used for disposable
trays, plates, bowls and cups; and for carry-out food packaging (including the
hinged lid containers popularly known as "clam shells"). Other uses include
molded sheets for building insulation and packing material ("peanuts") for
cushioning fragile items inside boxes. Sheets are commonly packaged as rigid
panels (size 4 by 8 or 2 by 8 feet in the United States), which are also known as
"bead-board". Due to its technical properties such as low weight, rigidity, and
formability, EPS can be used in a wide range of different applications.
Expanded polystyrene foam (EPF) is a plastic material that has special properties
due to its structure. Composed of individual cells of low density polystyrene, EPF
is extraordinarily light and can support many times its own weight in water.
Because its cells are not interconnected, heat cannot travel through EPF easily, so
it is a great insulator. EPF is used in flotation devices, insulation, egg cartons, flats
for meat and produce, sandwich and hamburger boxes, coffee cups, plates,
peanut packaging, and picnic coolers. Although it is generally called Styrofoam,
Styrofoam is a trademark of Dow Chemical Company and refers specifically to a
type of hard, blue EPF used mainly in boating.
During the late 1800s, researchers seeking materials suitable for making film,
carriage windshields, and various small items such as combs produced early
plastics out of natural substances and chemicals. In making these plastics, the
scientists exploited the natural tendency towards polymerization, in which two or

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more small molecules, or monomers, combine to form chains that are often very
long. The resulting molecular chains, or polymers, comprise repeating structural
units from the original molecules. One of the most familiar natural polymers is
cellulose, the string of glucose molecules that forms a primary component of
plant cell walls, cotton, paper, and rayon. Polystyrene is among the best-known
synthetic polymers (others include polyethylene, polypropylene, and polyester).
Styrene, the liquid hydrocarbon from which EPF is made, was derived in the late
nineteenth century from storax balsam, which comes from a tree in Asia Minor
called the Oriental sweet gum. In the early nineteenth century, completely
synthetic plastics were developed from hydrocarbons, whose structure is
conducive to easy polymerization. Polystyrene, the polymer from which EPF is
made, was invented in 1938.
Foaming plastics were discovered indirectly, because in the beginning no one
could see their advantages. Dr. Leo H. Baekeland, the American chemist who
developed the first completely synthetic plastic, Bakelite, experimented with
phenol (an acidic compound) and formaldehyde (a colorless gas) while trying to
make a nonporous resin. When one of his mixtures unexpectedly began to foam,
Baekeland tried to control the foam before realizing that it could have
advantages. Following Baekeland's death in 1944, the first foamed phenolics were
developed, soon followed by epoxy foam. A short time later, polystyrene was
foamed. At first it was used mainly in insulation and flotation devices for boats,
life preservers, and buoys. It was not until EPF replaced paper, kapok (made from
the silky fibers that encase ceiba tree seeds), and other natural packaging
protection that the substance became as popular as it is today. Its familiarity was
furthered by the enormous growth of the fast food and takeout industries, which
began to use EPF in burger boxes and coffee cups. Today EPF is easily the most
recognized plastic.
However, despite EPF's popularity and unique features, it has recently come
under attack because of the gaseous methane derivatives—chlorofluorocarbons
(CFCs)—used to foam it. CFCs are inert, and harmless to humans and the
environment upon their release. However, long after their first use, scientists
realized that CFCs contribute to the depletion of the ozone layer as they
decompose. The ozone layer is a layer of the atmosphere Polystyrene is made in a
process known as suspension polymerization. After styrene is produced by

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combining ethylene and benzene, it is merged with water and a mucilaginous
substance to form droplets of polystyrene. Next, the droplets are heated and
combined with an initiator, which begins the process of polymerization. The
droplets combine to form chains, which in turn combine into beads. Stopping the
process with terminators is difficult, since the chains must be of a certain length
to be of use.
That protects the earth against harmful ultraviolet rays from the sun. In 1988
representatives from 31 nations signed the Montreal Protocol, a treaty with
which they resolved to halve CFC production by 1998. This agreement brought
EPF to the world's consciousness as a threat to the ozone layer. While foam
packaging is responsible for less than three percent of the CFCs being released
into the atmosphere, EPF reduction has been targeted as a way to lower CFC
levels, and new technology that explores ways to produce EPF without CFCs has
flourished. EPF has also been singled out by environmentalists because it is not
being recycled. Action has been taken, however, and programs are under way to
see that a greater percentage of EPF will be recycled in upcoming years.
ECONOMY OF AFGHANISTAN
The economy of Afghanistan has improved significantly since 2002 due to the
infusion of billions of dollars in international assistance and investments, as well
as remittances from Afghan expats. The recent improvement is also due to
dramatic improvements in agricultural production and the end of a four-year
drought in most of the country.
The government of Afghanistan claims that the country holds up to $3 trillion in
proven untapped mineral deposits, which could make it one of the richest mining
regions on earth. However, due to the conflicts, it remains one of the least
developed countries in the world, Ranking 175th on the United Nations' Human
Development Index.
The nation's GDP stands at about $34 billion with an exchange rate of $19.85
billion, and the GDP per capita is about $1,150. About 35% of its population is
unemployed and 36% live below the national poverty line, suffering from

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shortages of housing, clean drinking water, and electricity. The Karzai
administration along with international donors have remained committed to
improving access to these basic necessities by prioritizing infrastructure
development, education, housing development, jobs programs, medical care, and
economic reform.

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FINDINGS:
 No other competitors are there in Afghanistan to produce the same
products which are being produced by TrustInsulation Co. Ltd.
 The products are energy efficient and cost effective in Afghanistan.
 There is no possibility of E-Commerce for ease of selling of the products to
customers, because most of the population in the country has no access to
the internet.
 Advertisement through media such as, news paper, radio, and television
can be the only way to make the customer aware of the products.
 There is less online trading and E-Commerce in the country, because only
around 25% of people using internet and there is no scope by the company
to make its product globally.
 There is trade opportunity of the products like pipe insulation, and
insulation sheets to the tropical countries (India, Pakistan, Arab countries),
and the cold countries (Iran, Turkey) for the company, because these
products are resistance to heat and cold, and its production is cost effective
in Afghanistan.
 Products such as pipe insulation, insulation sheet, and moulded packing
products are more demanded than the products such as disposable cups
and food packing in Afghanistan.
 Apart from Afghans the products is demanded more by the foreign people
who is there in Afghanistan for example, USA investors, and NATO staff.
 There is no market mechanism for these products in the domestic market
in Afghanistan.
In conclusion I can say that in Afghanistan the domestic products are not highly
demanded by the people because they find foreign product cheaper and there
are no protection and tariff for the products which are being imported from
outside Afghanistan.

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LEARNING:
Internship at the Trust Insulation Co. Ltd was kind of adventure, I have witnessed
how they response and communicate to the customer, how they fulfill their
requirement, how they make proposal for the materials and how news increase the
market expectation and many more.
 I learn the implementation of the marketing concept in the practical life, like
importance of advertisement, important of relationship marketing, how one
differentiate them from those of competitor, etc.
 This study made me have more confident, it motivates me to handle and to
start my own business which I dreamt and that is a candy factory.
 I learned that the tax system in Afghanistan is not like the tax system in
India that implies Afghan government is not tax oriented system. Thus,
starting a business there is beneficial.
 I witnessed and learned the procedure of factory operations.
 I learn how to expand the company globally if the company start using E-
Commerce with the help of their employees.

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THE MANUFACTURING PROCESS
First, styrene is made by combining ethylene and benzene. Next, the styrene is
subjected to suspension polymerization and treated with a polymerization
initiator, which together convert it into polystyrene. Once a polymer chain of the
desired length has formed, technicians stop the reaction with terminating agents.
The resulting polystyrene beads are then cleaned, and anomalous beads filtered
out. To make small-cell EPF, workers then melt, add a blowing agent to, and
extrude the beads. To produce smooth-skinned EPF, they pre-expand the beads,
dramatically reducing their density. Next they heat and expand them before
allowing them to sit for 24 hours so that they can cool and harden. The beads are
then fed into a mold of the desired shape.
Making styrene
 1 The basic unit of polystyrene is styrene, which is the product of a two-fold
reaction. Ethylene and benzene, in the presence of a catalyst such as
aluminum chloride, form ethyl benzene (C 8 H 8 ), which is then
dehydrogenated (hydrogen is removed) at 1,112-1,202 degrees Fahrenheit
(600-650 degrees Celsius) to form styrene (C 8 H 8 ).
Making polystyrene
 2 Polystyrene is formed from styrene through suspension polymerization, a
process by which tiny drops of the monomer (in this case, styrene) are
completely surrounded by water and a mucilaginous substance. Supporting
and surrounding the styrene globules, the suspension agent produces
uniform droplets of polystyrene.
 3 Next, a polymerization initiator is added to the droplets, which are
suspended by heat radiation of about 212 degrees Fahrenheit (100 degrees
Celsius). This results in free radicals, a group of atoms particularly likely to
react with others because they contain unpaired electrons which are
available for molecular bonding. Free radicals then combine at randomly to
form chains of polystyrene.
 4 Stopping the polymerization process is difficult. Terminators are
introduced to the process to end it at the appropriate time. Though
variable, chain length must fall within a certain range, because polystyrene

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with overly long chains won't melt readily, and polystyrene with short
chains will be brittle.
Preparing the beads
 5 After polymerization is complete, the mixture—consisting of beads made
up of polystyrene chains—is cooled. These beads are then washed out and
dried. Uniform bead size is achieved by sorting the beads through meshes
which filter out over- and undersized beads.
Making expanded polystyrene foam
 6 First, the beads of polystyrene must be expanded to achieve the proper
density. This process is known as pre-expansion, and involves heating the
polystyrene either with steam (the most common method) or hot air (for
high density foam, such as that used for a coffee cup); the heating is carried
out in a vessel holding anywhere from 50 to 500 gallons (189 to 1,892
liters). During pre-expansion, an agitator is used to keep the beads from
fusing together. Since expanded beads are lighter than unexpanded beads,
they are forced to the top of the vessel's cavity and discharged. This
process lowers the density of the beads to three percent of their original
value and yields a smooth-skinned, closed cell EPF that is excellent for
detailed molding.
 7 Next, the pre-expanded beads are usually "aged" for at least 24 hours in
mesh storage silos. This allows air to diffuse into the beads, cooling them
and making them harder.
Molding
 8 After aging, the beads are fed into a mold of the desired shape. Low-
pressure steam is then injected into and between the beads, expanding
them once more and fusing them together.
 9 The mold is then cooled, either by circulating water through it or by
spraying water on the outside. EPF is such a good insulator

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RECOMMENDATIONS:
My recommendations are based on the study with experience and learning I have
in this field.
 Since, Afghanistan is a developing country and people are become more
civilized and they seek to make more money through properties, therefore,
their products such as (insulation pipe, insulation sheets) can be more
demanded for them and apart from that the exports are slowly evolving
and the product such as food packing, insulation box, moulded packing, can
be very necessary products for them.
 Hence, I recommend this company to make the entire above mentioned
customers aware of its products through many ways such as:
 Advertisement through media like
o Radio
o Television
o Newspaper
 Sponsoring festivals, concerts, etc.
 Enhancing sales person
 The company is having monopoly in the domestic market so they are not
spending much on marketing, but nothing lasts long, so in order to have
fruits in future, I recommend them to start marketing.
 Apart from that in order to expand business globally because there is
opportunity for the company, they should increase the number of their
personal and use internet as tool which is less useful in Afghanistan such as
ERP, CRM, DRM, BPS, etc.

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CONCLUSION:
Finally, I can conclude that marketing is a vast field which can be applicable in
every aspects of the company. Right now, the company doesn’t need marketing
practice because it’s holding dominancy of the product in the market. Since I
know, the market in Afghanistan is evolving and approaching more to
globalization. Therefore, in near future the company must put its efforts to
enhance the marketing progress constantly because the scope of marketing is not
just limited to selling, but it is functioning as a life blood for the business.
Market is flexible and it changes rapidly which means it can’t be the same, in
addition to that, more competitor who produces the same product will appear in
the market, and the company should take precaution action in advance.

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BIBLIOGRAPHY
WEBSITES:
WWW.Wikipedia.com/marketinginafghanistan
WWW.Google.com/Expandedpolystyrene
WWW.Madehow.com/Expanded-Polystyrene-Foam
http://afghanag.ucdavis.edu/other-topic/markets
http://www.jstor.org
http://www.hirsch-
gruppe.com/homepage/com/geschaeftsfelder/technische_formteile/herstellung_
eps_produkte/herstellung_eps_produkte.php?navid=31
BOOK:
Marketing Management by Philip Kotler
MAGAZINE:
Company magazine

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APPENDIX:
General questions that I have asked…!
1) How you connect with your customers?
2) Monopoly is only reason you are not spending on marketing?
3) Why you are not using internet as tool for marketing?
4) How your product is different from other?
5) Have you ever think to expand your business globally?
6) How fluctuations arise in Afghan market?
7) What is the process of operation?
8) How you deliver your product to customer? How many level of channel you
use?
9) Is there any after sell service?