The first ISO 9002 company in India for veneer and plywood..In 1997, CenturyPly became the first company to introduce Borer-Proof Plywood in India.In 2004, Century Laminates plant commenced operations. www.unitedworld.edu.in

1. SUMMER INTERNSHIP PROJECT
REPORT : 2014
IMPORTANCE OF RETAIL VISIBILITY IN PLYWOOD CATEGORY
Presented By :
ADARSH MOHATA
PGPM: MARKETING (Major) & FINANCE (Minor)
SUMMER BATCH 2013-2015

2. FACULTY GUIDE
Prof. PARVINDER NARANG
parvinder@unitedworld.in
INDUSTRY GUIDE
Mr. Amit Gope
GM-MARKETING
INTERNSHIP TENURE
1ST APRIL – 31ST MAY

3. ACKNOWLEDGEMENT
I would like to convey my deepest and heartfelt appreciation for all those have
purposefully and inadvertently assisted me in this project. Without their dedication
support and thoughtfulness, the satisfactory completion of this project would not been
possible. This acknowledgement is a way by which I am getting this opportunity the deep sense of respect and gratitude to all those people who have provided inspiration,
guidance and help during the preparation of this project report.
The summer training project has been an enriching experience for me like to
sincerely thank Mr.AMIT GOPE, GM-MARKETING (Project Guide), Mr.SUSHANT
(MARKETING OFFICER), CENTURY PLY Pvt. Ltd. for giving me the opportunity pursue my project
in CENTURY PLY. I sincerely thank them for their valuable insights into the various
intricacies
related to the topic and enabled me to satisfactorily complete my project.
I sincerely appreciate and acknowledge the effort taken by my Institute mentor,
Parvinder Narang (Faculty Guide) , for providing me valuable help and advice

4. KNOW CENTURYPLY
oThe first ISO 9002 company in India for veneer and plywood.
oIn 1997, CenturyPly became the first company to introduce Borer-Proof Plywood
in India
oIn 2004, CenturyLaminates plant commenced operations
o"CenturyPlyLaminates, today known as CenturyLaminates, hit the market and
instantly catapulted the maximum
market share.
oCenturyPly became a full-fledged plywood and veneer manufacturing brand with
the addition of High-pressure
Laminates, Pre-laminated Particle Boards and MDF.
o Its success is reflected by a consistent, year-on-year growth rate, with
"Construction World", one of the
most definitive business journals, adjudging us as, "the Fastest Growing
Company with the Highest Turnover",
five times in a row for the years 2003, 2005, 2006, 2007 and 2008.
CENTURYPLY IS THE MARKET LEADER IN PLYWOOD CATERGORY &
SWAPS WITH GREENPLY IN THE LAMINATES SECTION QUITE OFTEN.

5. Talking to vendors/dealers and managing their necessities for RV was also looked by me till some extent.
MY ACTIVITIES
o Worked on a NATIONAL PROJECT of CenturyPly , HALLA-BOL.
Increasing the
RETAIL
VISIBILITY of
CENTURYPLY.
Following the
Below The Line
standards.
Managing
Vendors
(Telephonic &
Visits.)
oMine was basically a DESK-JOB ,improvising & assisting my seniors prime function. It helped me a lot to learn and understand the concepts o Talking to vendors/dealers and managing their necessities for RV some extent.
oI then prepared a questionnaire of 8 vital questions for the related survey. Which helped to ascertain the visibility criteria of CENTURY their choice & preferences for and beyond CENTURY.It also high-level of the dealers.

6. MARKET SURVEY
Towards the end of internship was the most challenging task,it was in the market. It is not an easy job for sure but then the work has to show needs to proceed. With the repetitive help & guidance from MR.survey among 50 odd dealers of CENTURY PLY in and around KOLKATA.
It included places like :
BOWBAZAR
KATGOLA
ULTADANGA
SUNDERBAN
TOPSIA
LANSDOWN
DIAMOND HARBOUR
Etc.

7. WHY RETAIL VISIBILITY?
*CUSTOMERS WILL BE ASSURED THAT IT’S A GOOD BRAND.
*IT WILL BE BRAND RECALL FOR END USERS.
*THE RETAILERS WOULD BE ASSURED THAT THE COMPANY IS HELPING & GROW .
*SINCE THE COMPANY IS SPENDING SO MUCH ON THEIR RV HENCE THEY FROM THE RETAILERS /DEALERS TO PUSH THEIR BRANDS.
*HENCE,IT WILL ACT AS A TWO-WAY-SUPPORT SYSTEM TO THE BRAND.
*RETAIL VISIBILITY ATTRACTS CUSTOMERS TO THE OUTLETS & HELP NETWORKS

8. RV IN PLYWOOD INDUSTRY
•CENTURY PLY & GREEN PLY both choose to be moderate in terms (Both leading the market but CENTURY PLY is highly active on ATL •SYLVAN PLY & AUSTIN PLYWOOD makes it quite over the top on •Companies like MARS PLY,MAYUR PLY,GLOBE PLYWOOD etc. takes namesake.
•Generally the purchasers/customers are either ARCHITECHTS, INTERIOR CONTRACTORS/CARPENTERS etc so they chose the brand for commission earned or money saved.
•The end-consumers are generally not the purchasers.
•The RV is still adopted to attract the customers of all ends to promote •The importance of RV increases manifold with the influence of a good
•If the locating strategy of the brand promotional items are strong , then plays a very effective role.
•RETAIL VISIBILITY affects the inclination of a customer towards a •If the promotion is done on a useful segmented area then the foot fall the outlets leading to enquiry & sales.

9. Which brand of ply you sell the most?
Century Ply Green Ply Sylvan Ply
Austin Plywood Others
Which brand is most visible in your shop?
Century Ply Green Ply Sylvan Ply
Austin Plywood Others
Do you think retail visibility of a product affects your
customer towards any brand?
Yes, Majorly Affected
Yes, Moderately Affected
Not Affected
May be
Which kind of dealer board you prefer to showcase?
GSB Front-Lit Non-Lit
Shutter Paint etc
Do you think retail visibility of the products improves
your sales? Does the footfall in your shop hikes?
Yes No It’s about my
goodwill May be
Are you happy with the current RV of different brands in
your shop?
Good Bad can improve
overdone
Can you sell the products without the Retail Visibility?
Q
U
E
S
T
I
O
N
N
A
I
R
E

10. Which brand of ply you
sell the most?
BRAND
NAME
NO. OF
DEALERS
CENTURY 16
GREEN 14
SLYVAN 11
AUSTIN 6
OTHERS 3
CENTU
RY
GREEN
SYLVAN
AUSTIN
OTHER
S
TOTAL 50 CENTURY
GREEN
SLYVAN
AUSTIN
OTHERS

11. Which brand is most visible in your shop?
BRAND NAME
NO. OF
DEALERS
CENTURY 18
GREEN 16
SLYVAN 13
AUSTIN 2
OTHERS 1
TOTAL 50
CENTURY
GREEN
SLYVAN
AUSTIN
OTHERS
CENTURY
GREEN
SYLVAN
AUSTIN
OTHERS

12. Do you think retail visibility of a
product affects your customer
towards any brand?
RESPONSE
NO. OF
DEALERS
YES, Majorly
affected 11
YES,
Moderately
affected 20
25
Not Affected 3
20
May be 16
15
TOTAL 50
10
5
0
YES, Majorly affected YES, Moderately affected Not Affected May be
Series1
25
20
15
10
5
0
YES, Majorly affected YES, Moderately NOT AFFECTED affected

13. Do you think retail visibility of the products improves
your sales? Does the footfall in your shop hike?
RESPONSE NO. OF DEALERS
YES 2
NO 25
It's My Goodwill 18
May be 5
TOTAL 50
0 10 20 30 40 50 60
TOTAL
May be
It's My Goodwill
NO
YES
NO. OF DEALERS
NO. OF DEALERS
TOTAL
MAY BE
ITS MY GOODWILL
NO
YES
0 20 40 60 80

14. Are you happy with the current RV of different brands
in your shop?
RESPONSE NO. OF DEALERS
GOOD 19
BAD 1
CAN IMPROVE 13
OVERDONE 17
TOTAL 50
NO. OF DEALERS
GOOD
BAD
CAN IMPROVE
OVERDONE
GOOD
BAD
CAN IMPROVE
OVERDONE

15. OBJECTIVE OF THE STUDY
understand the retail visibility pattern of CENTURY PLY’s products in the study the preference for CENTURY PLY’s products among the stockists.
understand the image of CENTURY PLY as a brand in the eyes of consumers.
To study the importance of retail visibility considering CENTURY PLY To study the strength and weakness of CENTURY PLY.

16. LIMITATION OF THE STUDY
was limited as I could able to survey data only from areas of easily accessible parts Respondents were ignorant and were not ready to entertain any questions.
Some respondents were half knowledge. Some respondents were biased.
Some respondents gave wrong answer due to lack of interest.
Through a telephonic survey it was difficult to get answer according to my questionnaire.
Extreme heat was a major speed-breaker for the project.

17. CONCLUSION
*Products of CENTURY PLY are preferred more due to brand value of the company, technological
advancement and world standard quality in products.
*GREEN PLY is the toughest competitor of CENTURY PLY.
*Company should advertise and increase its visibility in such a manner that it becomes the first
choice of the consumers.
*The visibility of CENTURY PLY is to the mark , allowing it to dominate the market share.
*Even though the products at CENTURY is pretty expensive than others, it is highly preferred by
the consumers.
*The expansion plan of the company is mostly influenced by dealers due to their stock holding
capacity and experience in dealing with products.
*So it is very necessary to have very cordial relationship with dealers and to give them benefits as
far as possible.

18. http://www.unitedworld.edu.in/
Campus
Ahmedabad Campus: Karnavati Knowledge Village,
A/907,Uvarsad, S.G.Highway, Gandhinagar
Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot -
G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata.
Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara,
S.G. Road, Bodakdev, Ahmedabad.