TOTO Major Project

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Chapter Topic Page No.
List of Table and Charts 3
1. Introduction 4-19
1.1 Outline of the project 5
1.1.1 Preface 5
1.1.2 Objective 6
1.1.3 Research Methodology 7
1.1.4 Research process 8
1.1.5Market research 9
1.1.6 Sample Design 10
1.2 Company profile 11
. 1.2.1 Corporate Value 12
1.2.2 TOTO Mission 13-15
1.2.3 Manufacturing Base 16-18
1.2.4 Distribution channel 19-20
2. Data Analysis and Interpretation 21-38
2.1 Tables & Figures 22-34
2.2 Statistical Tools 35
2.2.1 Weighted Average 35
2.2.2 ANOVA 36-38
3 Summary and Conclusion 39-47
3.1 Facts and Findings 40
3.2 SWOT Analysis 41-44
3.3 Limitations 45
3.4 Suggestion and Recommendations 46-47
Questionnaire 48-54
Questionnaire for Dealer 49-50
Questionnaire for Architects/Builder 51-54

LIST OF TABLE AND CHARTS
Tables and Charts: Page No.
1. Brand Awareness among dealers 22
2. Brand Awareness among Architectures/Builder 23
3. Brand awareness among Hotels 24
4. Demand of different brands 25
5. Perception of brand TOTO 26
6. Class of Customer for TOTO Product 27
7. Parameters of Preference of different brands 28
7.1 Parry ware 28
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7.2 Hind ware 29
7.3 TOTO 30
7.4 Other Brand 31
8. Investment in promotional activities 32
9. Percentage of counter coverage of different Brands 33
10. Grading of Dealers in Kolkata. 34
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PREFACE
Indian industries are waking up to the challenges thrown by the market economy. To survive
in the highly competitive market, managers are being pressurized to improve the quality,
sales, market share, cutting the cost and increase productivity.
With the liberalization and globalization the economy has opened up almost in each and
every sector. The companies are working hard to survive in the market and for the companies
are forced to bring better and differentiated product in the market. The companies are
following aggressive strategies for having a competitive edge in the market.
The advertisement has become and important tool for attracting the customers towards the
product. The advertisement has become a source of information in today’s scenario. The buzz
word of today’s scenario is ‘customer delight’ and the advertisement has shifted from
showing the USP i.e. unique selling preposition to ESP i.e. emotional selling preposition.
A need for knowing brand perception is much for designing the proper marketing mix. The
different steps are being taken to improve the product line so that the product can be made
available to the customers according to their needs. The companies are trying to cater the
need of each and every customer and hence they are coming up with differentiated products
and different promotional schemes so as to pull the customers towards them and are trying
desperately for capturing the market share.
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OBJECTIVES
1. Toto is a well known company all over the world but is a late entrant in India i.e. in
2000. Therefore our 1st
objective was to know the brand awareness of the brand
TOTO and its perception among the dealers, builders, architect and other concerned
parties.
2. Our 2nd
objective was to create brand awareness about the brand Toto.
3. Since Toto is a product of premium quality which can be affordable to big projects
and premium hotels, therefore our objective was to locate those projects and hotels
where Toto can be used.
4. Our fourth objective was to locate the potential dealers who are capable as well as
willing to take the dealership of Toto so that the company can increase its number of
outlets.
5. To create awareness about its soon to open showroom at TOPSIA and also about its
distribution channels in Kolkata.
6. To find out the various promotion techniques and procedures used by its national and
international competitors.
7. To find out the brands with which TOTO has to compete in the Kolkata market and
also to ascertain the scope of TOTO in this region.
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. When we talk
of research methodology we not only talk of the research methods but also consider the logic
behind the methods we use in the context of our research studies and explain why we aren’t
using the method so that research results are capable of being evaluated either by the
researcher himself or by others. The purpose of this section is to describe the methodology
carried out to complete the work. The methodology plays a dominant role in any research
work.
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RESEARCH PROCESS
Review the literature
Formulate hypotheses
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Design Research (including sample design)
Collection of data (execution)
Analyze the data
Interpret and report

MARKETING RESEARCH
“Marketing Research is the function that links the consumer, customer and public to the
marketer through information- information used to identify and define market opportunities
and problems; generate, refine and evaluate marketing actions; monitors marketing
performance; and improve understanding of marketing as a process.”
There are different marketing tools for conducting the marketing research; with the help of
these a researcher can know the actual scene of the market place. Therefore, with this
information he can plan different strategies to capture the market. This information gives the
company the correct picture of its products in the market.
As for the program to be a success, we had to gather the information regarding the projects
that were being under construction and would be completed in a year or two. For this We had
to visit the sites where the construction were going on and had to gather information like the
name of the project, the architect, the completion level of the sites and had to talk with
people regarding the awareness and requirement level of the brand.
All these information helped us to find out the amount of demand of the product in the
market. As the project study was concerned with the institutional sales only henceforth we
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had only to cover the builders and designers, the malls and other big sites like all five and
four stars hotels that were building up in the regions of Kolkata.
SAMPLE DESIGN
DATA Primary & Secondary data
RESEARCH DESIGN Exploratory & Descriptive research design.
FORMAT OF DESIGN Unstructured form
TYPES OF QUESTIONNAIRES Open & Close ended
SAMPLE SIZE 186
PERIOD OF COMPLETION 15th
March to 5th
May
AREA COVERED Kolkata
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COMPANY PROFILE
INTRODUCTION-
TOTO Ltd. was founded in 1917 as a manufacturer of ceramic TOTO Ltd., with it's expanded
corporate vision is poised to move forward and provide products as well as services to
improve the cleanliness, comfort and convenience of residential and non-residential
spaces. TOTO Ltd. is also a company that is devoted to enhancing our lifestyle while
preserving the purity of our environment.
1917 TOTO Ltd. established as Japan’s first manufacturer of vitreous china ware.
1920 TOTO Ltd. builds Japan’s first “Tunnel Kiln.”
1937 TOTO Ltd. begins manufacturing sanitary ware at Chigasaki Plant.
1946 TOTO Ltd. begins manufacturing faucets and metal fittings.
1958 TOTO Ltd. begins manufacturing FRP bathtubs.
1970 TOTO Ltd. develops “Aqua-Electronics” and begins manufacturing cast-iron bathtubs.
1971 The TOTO Ginza Pavilion showroom is constructed in Tokyo.
1977 P.T. SURYA TOTO INDONESIA joint venture in Indonesia is established.
1980 ROYAL TOTO METAL CO. LTD. joint venture in Korea is established.
1987 Established joint venture with KELIM TOTO CO. LTD. in Korea and The SIAM SANITARY
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FITTINGS CO.LTD. in Thailand.
1988 TAIWAN TOTO CO. LTD. joint venture in Taiwan is established.
1990 TOTO KIKI U.S.A. INC. is established as a sales base for the U.S. Market.
1994 BEIJING TOTO CO. LTD. joint venture in China is established.
1996 TOTO Marrow plant is established in Georgian; TOTO USA INC. relocates corporate headquarters
to Atlanta, Georgia.
CORPORATE VALUE
When the founder and first president of TOTO, Kazuchika Okura, launched the company in
1917, he expressed corporate values as follows: The Company will take a service-minded
approach toward contributing to the improvement of the cultural life of customers, and will
be united in efforts to contribute to community. No matter how the times change, the TOTO
corporate values remain constant and continue to form the bedrock of our operations.
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TOTO MISSION
Living Environment Business. This is the corporate mission that TOTO is conveying to
everyone in each area. Moreover, The Company continued to conduct research and
development based upon the knowledge and experience gained through the water circulation
business, and the field is now expanding past the daily living space of the home, to cities and
to the world.
KIZUNA PLAN
The proposes new lifestyles over and above customer expectations, and deepen bonds with
customers throughout their lives.
RAKU AND RAKU PLAN
It increases the amount of living space which customers in any situation will find easy and
pleasant to use, not only in the home but throughout towns as well.
CLEAN TOWN PLAN
The company conserve the environment, not only during the course of manufacturing the
products, but through the use of products themselves.
By achieving the three plans described above, TOTO is trying to grow as a Living
Environment Business. The company will distribute the fruits of this growth to customers of
Toto, their partner enterprises, shareholders, employees, and community.
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Q.A.S
In order to provide products and services that satisfy the customer, The company make
efforts to assure quality control at every stage in the process, from product planning and
development through delivery, through a total quality management system that is based upon
ISO 9001. It strive in particular to ensure the safety of products, and conduct thorough
deliberations through Product Safety Review (PSR) structure
QUALITY ISSUE
Product safety receives the highest priority during the development and manufacturing
process at TOTO. In the unlikely event that a major quality issue due to a product flaw that
might affect customer safety, or even when such a possibility is foreseen, the concern for
customer safety supersedes all other considerations. We take measures to ensure safe usage
by immediately serving notice in newspapers, at our website, and in other venues.
AFTER SALES SERVICE
It is the issue where the company cares a lot so as to provide even greater customer
satisfaction. The company provide repair services 365 days a year, and also make house calls,
and are continuing to build a network to provide peace of mind to customers using
different products of Toto.
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PRINCIPAL SUBSIDIARIES
TOTO Kiki (H.K.) Ltd. (Hong Kong); TOTO U.S.A., Inc.; TOTO Kiki U.S.A., Inc.; TOTO
(China) Co., Ltd.; Royal TOTO Metal Co., Ltd. (South Korea); Kelim TOTO Co., Ltd.
(South Korea); Taiwan TOTO Co., Ltd.; Nanjing TOTO Co., Ltd. (China); TOTO Dalian
Co., Ltd. (China); Beijing TOTO Co., Ltd. (China); TOTO Beijing Co., Ltd. (China); TOTO
Shanghai Co., Ltd. (China); Siam Mariwasa TOTO, Inc. (Philippines); The Siam Sanitary
Fittings Co., Ltd. (Thailand); Siam Sanitary Ware Co., Ltd. (Thailand); TOTOKIKI
(Malaysia) Sdn. Bhd.; P.T. Surya TOTO Indonesia; TOTO Industries (Atlanta), Inc. (U.S.A.);
Bulthaup GmbH & Co. (Germany).
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MANUFACTURING BASES
TOTO U.S.A., INC.
Morrow Plant
1155 Southern Rd.,Morrow,GA 30260 U.S.A.
Lakewood Plant
1800 Murphy Ave.,S.W.Atlanta,GA 30310 U.S.A.
Faiburn Plant
7700 Spence Road Fairburn, GA 30213 U.S.A.
Ontario Plant
5351 East Jurupa St. Ontario, CA 91761 U.S.A.
TAIWAN TOTO CO.,LTD.
Miaoli Plant
No.12,Chao Yang,Tsao Chiao,Miaoli Hsien,Taiwan
NANJING TOTO CO.,LTD.
No.2 West Dongcun Rd.,Jiangning Economic&Technical Development Zone,Heding
Bridge,Outside Zhonghua Gate,Nanjing, 211100 P.R.C.
TOTO DALIAN CO.,LTD.
No.17, Dongbei 2nd. Street, Dalian Economic & Technical Development Zone, 116600
P.R.C.
BEIJING TOTO CO.,LTD.
Xisanqi Deshengmenwai Haidian Dintrict Beijing, 100085 P.R.C.
TOTO (BEIJING)Co.,Ltd.
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Xisanqi East Deshengmenwai Beijing,100096 P.R.C.
TOTO (SHANGHAI) CO.,LTD.
No.187 Lianyang Rd., Songjiang Industrial Park,Shanghai 201613 P.R.C.
TOTO (GUANGZHOU) CO.,LTD.
5-6 West Plant, Hongtu Industrial Park, Nanda Road, Licun, Dashi Town, Panyu District,
Guangzhou 511430, P. R. C.
TOTO EASTCHINA CO., LTD.
No.25 LIANYANG RD. SONGJIANG INDUSTRIAL PARK,SHANGHAI, 201613 P.R.C.
VORETO PLUMBING TECHNOLOGY CO.,LTD
WDI Industry District, 2,Xiafei East Road,Haicang,Xiamen China,#361022
TOTO VIETNAM CO., LTD.,
Lot F-1, Thang Long Industrial Park, Dong Anh District, Hanoi, Vietnam
SIAM SANITARY WARE Co., Ltd.
33/11 Viphavadee Rangsit Rd., Seekan, Don Muang, Bangkok 10210 Thailand
THE SIAM SANITARY FITTINGS CO.,LTD.
33/11 Viphavadee Rangsit Rd., Seekan, Don Muang, Bangkok 10210 Thailand
TOTO WASHLET(MALAYSIA)SDN. BHD.
Lot No.74(Part),76(Part),80,81,84 and 85 Senawang Industrial Park, 70400 Seremban, Negeri
Sembilan, Darul Khusus, Malaysia
P.T.SURYA TOTOINDONESIA
Jl.Tomang Raya No.18,Jakarta,11430Indonesia (P.O.BOX 871,JKT.)
SOME OF ITS PRODUCTS ARE MENTIONED BELOW:
• One piece toilets.
• Bidets.
• Urinals.
• Urinal sensor
• Hush valve.
• Thermostats.
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• Bath & shower set.
• Single lever bath& shower
• Mixer & bath spout set
• Basin hand set
• Bath spout
• Shower tower
IMPORTANT FACTS ABOUT TOTO
It is late entrant in eastern region. It’s distributor in eastern region is multiwyn design tiles
pvt. Ltd. It’s show room is coming in Topsiya, opposite Bengal Ambuja housing complex,
near steel junction.
How the product of Toto is different from other products?
Toto tests its each and every product and applies census whereas other companies follows the
sampling procedure for the testing of their product.
Each & every product of Toto has 5 to 10 years guarantee as well as warranty.
Its censor is on the tip of the faucets so there is no problem of censoring.
In aqua auto faucets there is turbine which is produce electricity with the help of water
pressure. Due to which durability of the battery increases & consumption of electricity
decreases.
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It’s expenditure in r& d. is half of the sanitary turn over of India.
On same time one can use hand shower as well as bath shower.
There are three layers of chrome coating so shining of the faucet is of very high quality.
DISTRIBUTION CHANNELS
Its distribution channel is in 29 countries.
1.TOTO U.S.A., INC.
Manufacture and sales of sanitary ware and sales of advanced ceramic products in the United
States
a. New York Office
b. Orange office
c. San Mateo Office
d. Morrow Plant
e. Lakewood Plant
f. Fairburn Distribution & Assembly Plant
g. Ontario Disturibution & Assembly Plant
2. TOTO (H.K.)LTD.
Manufacture and sale of TOTO products in Hong Kong and southern China
3. TOTO (CHINA) CO.,LTD.
Manufacture and sale of TOTO products in China
h. Shanghai Sales Office
i. Guangzhou Sales Office
j. Choungqing Sales Office
k. Xiamen Office
4. NANJING TOTO CO., LTD.
Manufacture and enameled cast- iron and acrylic bathtubs
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5. TOTO DALIAN CO., LTD.
Manufacture of faucets
6. BEIJING TOTO CO., LTD.
Manufacture of sanitary ware
7. TOTO (BEIJING) CO., LTD.
8. TOTO (SHANGHAI) CO., LTD.
Manufacture of sanitary equipment-related products
9. TOTO EASTCHINA Co., LTD.
11. TOTO (GUANGZHOU) Co., LTD.
13. TAIWAN TOTO CO., LTD.
Manufacture and sale of sanitary ware
l. Miaoli Plant
14. TOTO KOREA LTD.
Sales of sanitary ware
17. TOTO Singapore Branch
Sales of TOTO products
19. TOTO VIETNAM CO., LTD.
n. Hanoi Branch
20. SIAM SANITARY WARE CO., LTD.
21. THE SIAM SANITARY FITTINGS CO., LTD.
Manufacture of faucets
22. TOTO WASHLET (MALAYSIA) SDN. BHD.
Manufacture of Washlets
23. P. T. SURYA TOTO INDONESIA
Manufacture and sale of sanitary ware and faucets
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24. TOTO LTD. New Delhi Liaison Office
Sales of TOTO Products
26. TOTO Dubai Representative office
27. VORETO PLUMBING TECHNOLOGY CO.,LTD
28. TOTO BANGKOK Representative office
29. TOTO SANITARIOS DE MEXICO S.A.DE C.V
CHAPTER 2
DATA INTERPRETATION
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&
ANALYSIS
DATA INTERPRETATION AND ANALYSIS
Table-1
BRAND AWARENESS AMONG DEALERS
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Brand Awareness No Of Respondents (%)
Aware 19
Not Aware 81
TOTAL 100

CHART-1
BRAND AWARENESS AMONG
DEALERS
aware
19%
not aware
81%
aware
not aware
• INTERPRETATION- As per the graph, out of 140 dealers only 26 i.e 19% are
aware about the brand Toto.
• Table-2
BRAND AWARENESS AMONG ARCHITECTURES/BUILDER
~ 24 ~
Aware 41
Not Aware 59
TOTAL 100

CHART-2
ARCHITECTS/BUILDERS
Aware
41%
not aware
59%
Aware
not aware
INTERPRETATION- As per the graph, out of 32 Architects and Builders only 13 i.e 41%
are aware about the brand Toto.
Table-3
BRAND AWARENESS AMONG HOTELS
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CHART-3
HOTELS
aware
43%
not aware
57%
aware
not aware
INTERPRETATION- As per the graph, out of 14 hotels only 6 i.e 43% are aware about the
brand Toto.
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Aware 43
Not Aware 57
TOTAL 100

Table-4
DEMAND OF DIFFERENT BRANDS
CHART-4
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Demand of Brands No Of Respondents (%)
Parry ware 33
Hindware 26
Kohlar 14
TOTO 11
Others 16
TOTAL 100

DEMAND OF DIFFERENT BRANDS
P/W
33%
H/W
26%
KOHLAR
14%
TOTO
11%
OTHERS
16% P/W
H/W
KOHLAR
TOTO
OTHERS
INTERPRETATION- As per the graph, regarding the demand of different brands in the
market of Kolkata,out of 186 samples, Parryware, Hindware, Kohler, Toto and others are
having demand of 60,49,26,21 and 30 respectively.

Table-5
PERCEPTION OF BRAND TOTO
CHART-5
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Classification of Brand No Of Respondents (%)
Old established 7
Highly expensive 23
Affordable 3
For special class 67
TOTAL 100

PERCEPTION OF THE BRAND TOTO
old
established
7%
highly
expensive
23%
affordable
3%
for special
class
67%
old established
highly expensive
affordable
for special class
INTERPRETATION- As per the graph, the perception of TOTO as Highly expensive
product is 42(23%), affordable is 5(3%), for special class is 126 (67%) and old established
brand is 13(7%).
Table-6
CLASS OF CUSTOMERS FOR TOTO PRODUCT
Classes of Customer No of Respondent (%)
Higher Class 10
Upper Class 35
Middle Class 25
All 30
Total 100
CHART-6
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INTERPRETATION- As Per the graph it is mentioned that out of 100%, 35% upper classes
people and 30% of all class of people,25% of middle class of people prefer the TOTO
products.
PARAMETERS OF PREFERENCE OF DIFFERENT BRANDS
Table-7.1
PARRYWARE
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Aspects of Parry ware No Of Respondents (%)
Quality 28
Price 25
Availability 18
Relationship with dealer 17
Product Range 12
TOTAL 100

CHART-7.1
PARRYWARE
quality
28%
price
25%
availability
18%
relationship
with dealers
17%
product
range
12%
quality
price
availability
relationship with
dealers
product range
INTERPRETATION- As per the graph, in Parryware out of 186 sample size 52 samples
pays more preference to quality.
Table-7.2
HINDWARE
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CHART-7.2
HINDWARE
quality
16%
price
26%
availability
18%
relationship
with dealers
25%
product
range
15%
quality
price
availability
relationship with
dealers
product range
INTERPRETATION- As per the graph, in Hindware out of 186 sample size 48 samples
pays more preference to relationship with dealers.
Table-7.3
TOTO
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Aspects of Hindware No Of Respondents (%)
Quality 16
Price 26
Availability 18
Product Range 15
TOTAL 100

CHART-7.3
TOTO
quality
49%
price
20%
availability
0%
relationship
with dealers
24%
product
range
7%
quality
price
availability
relationship with
dealers
product range
INTERPRETATION- As per the graph, in Toto quality is the most important parameter
which is mostly preferred i.e. 22 out of 45 samples.
Table-7.4
OTHER BRANDS
~ 33 ~
Aspects of TOTO No Of Respondents (%)
Quality 49
Price 20
Availability 0
Product Range 7
TOTAL 100

CHART-7.4
OTHER BRANDS
quality
12%
price
36%
availability
18%
relationship
with dealers
23%
product
range
11%
quality
price
availability
relationship with
dealers
product range
INTERPRETATION- As per the graph, out of 186 sample size 68 samples prefer other
products because of its price in the market.
Table-8
INVESTMENT IN PROMOTIONAL ACTIVITIES
~ 34 ~
Aspects of other brands No Of Respondents (%)
Quality 12
Price 36
Availability 18
Product Range 11
TOTAL 100

CHART-8
INVESTMENT IN PROMOTIONAL
ACTIVITIES
PARRYWA
RE
43%
HINDWARE
38%
TOTO
0%
KOHLER
6%
OTHERS
13%
PARRYWARE
HINDWARE
TOTO
KOHLER
OTHERS
INTERPRETATION- As per the graph, we can see that Parry ware’s investment in
promotional activities is highest i.e. 78 out of 186 followed by Hindware in comparison to
Toto.
Table-9
PERCENTAGE OF COUNTER COVERAGE OF DIFFERENT BRANDS
~ 35 ~
Promotional Activities done by
brands
No Of Respondents (%)
Parry ware 43
Hindware 38
Kohlar 6
TOTO 0
Others 13
TOTAL 100

CHART-9
PERCENTAGE OF COUNTER
COVERAGE OF DIFFERENT BRANDS
P/W
34%
H/W
27%TOTO
4%
KOHLER
8%
OTHERS
27%
P/W
H/W
TOTO
KOHLER
OTHERS
INTERPRETATION- As per the graph, the counter coverage of Hindware and others are 38
out of 186 and Parry ware is covering most of the counter in the market of Kolkata.
Table-10
~ 36 ~
Market share of brands No Of Respondents (%)
Parry ware 34
Hindware 27
Kohlar 8
TOTO 4
Others 27
TOTAL 100

GRADING OF DEALERS IN KOLKATA
CHART-10
GRADING OF DEALERS IN KOLKATA
A GRADE
18%
B GRADE
34%
C GRADE
48%
A GRADE
B GRADE
C GRADE
INTERPRETATION- As per the graph, out of 140 samples of dealers in Kolkata, dealers of
Grade A is 25, Grade B is 48 and Grade C is 67.
STATISTICAL TOOLS
~ 37 ~
Grades No Of Respondents (%)
A 18
B 34
C 48
TOTAL 100

ANALYSIS OF DEMAND OF DIFFERENT BRANDS FROM CUSTOMERS USING
WEIGHTED AVERAGE METHOD
Inference: From the above table it is clear that brand Parryware is ranked first, Kohlar and
Hindware which is ranked second and third respectively, it means customers demanded
Parryware mostly.
~ 38 ~
Weights→
-------------
Attributes↓
RANK
I
RANK
II
RANK
III
RANK
IV
RANK
V
Mean
score
Weighted
average
Rank
Parry ware 33 x5 12 x4 15 x3 25 x2 15 x1 323 3.23 1
Hindware 26 x5 15 x4 28 x3 7 x2 24 x1 273 2.73 3
Kohlar 14 x5 33 x4 20 x3 18 x2 15 x1 298 2.98 2
TOTO 11 x5 25 x4 25 x3 28 x2 11 x1 267 2.67 4
Others 16 x5 15 x4 12 x3 22 x2 35 x1 264 2.64 5

ANALYSIS OF CLASS OF CUSTOMER AND MARKET SHARE OF DIFFERENT
BRANDS
ANOVA
Higher class Upper class Middle class All class
Parry ware 5 18 10 1
Hind ware 3 12 8 4
Kohlar 2 2 4 0
TOTO 0 1 1 2
Others 0 2 2 23
H0- Market share depends on Class of customer
H1- Market share is independent of Class of customer.
Xij Ti ni Ti²/ni ∑xij²
Higher class 3 1 0 -2 -2 0 5 0 18
Upper class 16 10 0 -1 0 25 5 125 357
Middle class 8 6 2 -1 0 15 5 45 105
All class -1 2 -2 0 21 20 5 80 450
T=60 N=20 250 930
Xij=Xij-2
~ 39 ~

Q= (∑∑Xij²) - T²/N
Q=930 – 3600/20
Q=750
Q¹ = (∑Ti²/ni) -T²/N
Q¹ = 250-3600/20
Q¹ =70
Q² =Q - Q¹
Q² =750-70
Q² = 680
ANOVA TABLE
Source of
Variation
Sum of Square Degree of
freedom
Mean square Variance Ratio
Between
samples
Q¹=70 h-1=4-1
=3
Q¹/h-1=70/3
=23.33
F=Q²/N-h/Q¹/h-
1
=42.50/23.33
=1.82
Within Sample Q²=680 N-h=20-4
=16
Q²/N-h
=680/16=42.5
Total Q=750 N-1=20-1
=19
~ 40 ~

Calculated F value = 1.82
Tabulated F value at α = 5%
F5%(16,3)= 3.2389
Calculated F-Value< Tabulated F- value
Accepted H0
INTERFERENCE:
The Calculated value is 1.82 of F is less than the table value 3.2389, hence we accept the null
hypothesis Ho at 5% level of significant and concluded that there is relationship between
market share and Class of customer.
~ 41 ~

CHAPTER 3
SUMMARY
&
CONCLUSIONS
~ 42 ~

FACTS AND FINDINGS
I have come across some fruitful facts and findings, during my survey which are as
follows.
1. As Toto is new entrant in the Indian market so the awareness level is less except few
dealers and architects who were aware about the product to some extent.
2. Toto is not following the promotional strategies as compared to its competitors so the
company is unable to position its product properly.
3. The pricing of Toto’s product is much higher than its competitor’s which another
reason for its less demand.
4. Dealers and architects are not satisfied with the supply of Toto’s product.
5. Unavailability of price list, catalogue and other such documents are some issues
which were required by dealers and architects.
6. Architects are interested in the company thus the company should be in contact with
them.
7. Central and East Kolkata are two developing regions where the company should
concentrate.
8. Dealers and architects are willing to see the samples of the product.
9. The breakthroughs made by TOTO in the field of technology can attract different
reputed hotels which are looking forward for their renovations.
~ 43 ~

S.W.O.T ANALYSIS
In order to get a good overview about the market trend and scenario general analysis is not
enough, so we have also done a SWOT analysis.
COMPANY’S STRENGTHS
Under mentioned are some strengths of Toto, which could help it to achieve its target.
• Company’s concentration on niche marketing.
• Latest technology and several breakthroughs in the field of technology.
• Maximum investment in Research and Development.
• Reputation of the company as a multinational enables it to create a good image.
• Company’s through effort in customer satisfaction.
• Company’s entrance in many reputed hotels like ITC Sonar Bangle, Hotel Grand
Oberoi and public places like Forum.
• Availity of good range of bathroom fittings and accessories under one umbrella.
• Company’s huge distribution network worldwide which will help it to spread its
product.
~ 44 ~

OPPOURTUNITIES
There are some oppournities which the company shows avail in order to get maximum
benefit.
• Rapid growth in the sanitary ware market especially in the east and central kolkata.
• People are ready to pay price for good quality product.
• Not many international competitors except Kohler which would give it a stiff
competition.
• Many ongoing and upcoming potential projects in the city.
• People generally prefer that product which they are well aware of, so Toto can
penetrate the market with some effort.
• Hotels, architects and other such concerned persons are always looking forward for an
advanced technology which is an expertise area of Toto.
~ 45 ~

WEAKNESSES
The company is also having some weaknesses which might be the reason for company’s less
growth in this region.
• The company is not having timely supply of its product which hampers its reputation.
• Unavailability of stock when demanded have raised some barriers in its growth in the
market.
• Lack of promotion activities.
• Less contact with the potential dealers and architects in the city.
• Unavailability of brochures and cd’s which is demanded on time to time.
~ 46 ~

THREATS
Company must be aware of some threats in the market of Kolkata.
• People are not willing to buy the expensive products which the company is dealing
with.
• Company can face stiff competition from the Indian brand as well as local brand.
• In the Kolkata region buying habit of people is very difficult to change as they stick to
a particular brand.
• Lack of marketing and promotional activities which may hamper its growth.
• Kohler and Roca could snatch some market share of Toto as they are presently doing
well in the market.
~ 47 ~

LIMITATIONS
1. They do not have any list of the dealers, therefore They have to travel a lot in locating
the dealers and that consumed more time also.
2. The chances of missing some of the dealers cannot be avoided.
3. Some of the dealers were defensive and did not respond to us.
4. Some of the dealers were not ready to give full information, therefore the data may
vary.
5. In case of builders and architects, They find difficulty in getting the appointment
because of absence of proper documents and Brochure of the company.
6. The builders and architects were very possessive about their current and upcoming
projects, so most of them did not reveal about their projects.
7. The database of architects and builders that They were having was not updated and
some address and contact number were changed, therefore we got problem in
contacting them.
8. In east and north kolkata we had to face the communication problem.
~ 48 ~

9. Many architects and builders also turned down their request for appointment because
of their unavailability and other such reasons, so They were unable to cover all the
builders and architects.
10. In some cases we had to visit 2-3 times at the same site to meet the concerned person
because of their unavailability which consumed their time.
11. Heavy rain and road blocks also affected their work.
SUGGESTIONS AND RECOMMENDATIONS
1. There should be regular communication between company and customer..
2. POP material i.e. price of product and other important documents should be provided
to the dealers.
3. The problems existing in the market should not be ignored and should be timely
solved.
4. There should not be any problem regarding availability and supply in the market for
that more counters should be captured.
5. The product range displays in the shops should contain the appropriate number of
products i.e. the number of products displayed should be increased in the shop.
6. The company should improve its supply standards to satisfy its customers.
~ 49 ~

7. The company should invest on promotional activities to create awareness and position
its products in the kolkata market.
8. The dealers are the one to have the direct interaction with the customers, so the
dealers should be motivated to push the products of TOTO.
9. More attention should be paid on print media because; in kolkata region people have a
good reading habit.
10. In its Brochure the company should provide complete details of the company like its
history, technology, products, R&D, members etc.
11. Company should conduct some seminars, and other such community involvement
which will help the company to make its presence in the market.
12. Service Infrastructure and customer care center should be opened.
13. Low range product should be introduced to cater the need and demand of the eastern
market .
MY CONTRIBUTION TO THE COMPANY.
Toto is not an ordinary name; it has gained much magnificent achievement in the field of
sanitary wares and technology which makes it a wondrous dream company for many with
which everybody wants to get their name attached. We got this golden opportunity in our
summer training program where I have tried our best to make as contribution.
~ 50 ~

Besides, under mentioned are some contribution which we think would help the company in
carrying on its operations.
• I have delivered our best to create the brand awareness in the market of kolkata about
Toto and its product.
• I have put our best effort to know what are the loopholes in the imported products and
the reasons for the preference of the people for the Indian brands.
• I have visited almost every dealer and architects in Kolkata region.
• I have tried to provide all beneficial documents to the dealers and architects related to
our company
• I have also delivered some good recommendations to the company which we think
would be beneficial for the company in the near future.
• I have provided the necessary information regarding the concerned persons with
whom the company could contact in near future.
Last but not the least; I have created interest in some distributors and builders who were
previously not aware about Toto.
~ 51 ~

Questionnaire
Questionnaire for dealers
Name of the dealer: -
~ 52 ~

Contact person: -
Address: -
Contact no: -
1 Are you aware of brand Toto?
Yes No
2. In Which brand you currently dealing with?
……………………………………………
3. Which brand is more in demand in Kolkata market?
…………………………………………………….
4. Why you choose a particular brand?
a) Customer demand b) Margin c) Price d) Quality e) Schemes f) Availability
g) Service h) Others
5. What class of customer generally buy Toto’s product?
a) Higher class b) Upper class c) Middle d) All
6. Why according to you a customer choose a particular brand?
a. Price b) availability c) attractiveness d) advertisement e) others
7. What do you think about the company Toto?
a) An old established co. b) affordable c) highly expensive
d) A brand for special Class people
8. Do you have any current project?
Number
~ 53 ~

Type
Name
9. What type of product requirement is there in these products?
a) Washbasin
b) Bath tubes
c) Urinals
d) Shower evelosur
e) Others
10) Name of the architect/plumbing contractor
Name: -
Contact no: -
11) Do you provide after sales service?
12) Number of staff: -
Area of shop (in square fts.)
Grading of the shop
Questionnaire for Architects/Builders
~ 54 ~

Dear Sir,
I am conducting a market marketing mapping for the Toto Company and I
would be very thankful to you, if you devote your prestigious time in filling in
this form.
Name: -
Location: -
1. Have you ever heard about Toto?
a) Yes b) No
2. Do you prefer different brands for different project or selecting the same brand?
a) Different b) same
3. What are the deciding factors before selecting any brand?
a Price
b Durability
c Attractiveness (shape, size, color, others)
d Availability
e Others
4. Can you tell something about your ongoing project?
~ 55 ~

a How many projects are you currently dealing with?
1 to 4
More than 4
b. What is the completion time of the projects?.............
c. What kind of projects they are?
o Housing
o Hotel
o Public institution
o Private institution
o Others
d What kind of products would you be requiring more while dealing with these
Projects?
o Washbasin
o Bathtubs
o Showers
o Urinals
o Others
e) In which brand are you currently dealing in for sanitary ware?
11 Hindware
11 Parryware
11 Toto
11 Kohler
11 Others
~ 56 ~

5. No. Of bathrooms status………………………………….
Indian style…………………………………………………
Western style ………………………………………………..
11 Which sanitary brand you like to prefer more?
1a Parryware b) Hindware c) Toto d) Kohlar e) others
7. What are the reasons to prefer such brands?
(1 is for lowest mark & 5 is for highest mark)
P/W H/W Toto Kohlar
Others
(a) Quality 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5
(b) Pricing 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5
(c)Product range 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5
1,2,3,4,5
(d) Relationship
With dealers 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5
(e) Availability
of stocks 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5s
~ 57 ~

8. Which brand provides after sales service?
a) Parryware b) Hindware c) Toto d) Kohlar e) others
9. Which brands have regular update of product?
10. Which brand is doing promotional activity?
11. what the brands should do to do well in the project?
a) More advertisement
b) More discount
c) Quality
d) More concentration on economic range
e) Make the distribution channel effective
f) Having good relationship
BIBLIOGRAPHY
~ 58 ~

Consumer Behaviour- by:- Schiffmans and Kanule.
Research Methodology,Methods and Techniques (Second Revised Edition)
By:- C.R.Kothari
New Age International Publishers
Marketing Management (13th
Edition) by:-Philip Kotler
Kevin Lane Keller
Abraham Koshy
Mithileshwar Jha
PEARSON Education
Websites www.totoindia.com
www.toto.co.id
www.toto.co.ip
www.google.co.in
~ 59 ~

ANNEXURE
BUILDERS/ARCHITECTS
~ 60 ~

Name of Architect/ Address Brands Contact.
Builder preferred
1) Shiv Rai Nath Bengal Shelter Parryware, Hindware 23377302
Housing Developer Ltd.
BA-2,Salt lake, sec-1
2) Anjan Kr. Dutta Block HA,Plot no.333 Hindware,Jacob 9830246599
Sec-3, Salt lake,Kol-91 Parryware.
3) Ashish Acharya Transformation Group Parryware 23217320
AA-127,Sec-1,saltlake
Kol-64
4) Kalyan Kr. Dey Salt Lake, Sec-3 Cera, Jacob ------------
Kol-91
5) Guru Ch. Das Dr. Lal Mohan Bhattacharya Not Revealed 22440046
Road, Kol-14
6) Sandeep Bose Flat no.-10,12 Rowland rd. Hindware 24758110
Kol-20
7) Gaurav Sanghvi 79, Sambhu nath pandit st, Kohler, Hindware 24556702
Kol-20 Parryware,Cera
8) Debashish Roy FMC Fortuna, 3rd
floor Not revealed 22838552
234/3A, AJC Bose rd.
Kol-20
9) Barun Bhattacharya 24B, Park street, Kol-16 Depends on 22292665
demand
10) Sudipta Samajhdar NK Realtors,36/1A Kohler, Parryware 9830014145
Name of Address Contact Contact Name of
The hotel Person No. The Architect
~ 61 ~

1) Hotel Camac near Tapsya. Mr.Jeet 9339192389 ---------------
Plaza police station ( Purchase manager)
Kol-16
2) Hotel Circular 177/A.J.C. Manager 22841533 Not Revealed
Bose road
Kol-14
3) Hotel Rutt Deen 21B Loudan Miss.Kabita 22873340 Not Revealed
street kol-16 kapoor
4) Hotel The Park Park street Mr.kalyan 22295455 Mr. Kalyan
17 park street chakraburtty Chakraburtty
kol-16 (project manager)
5)The Lytton Hotel 14&14/1 sudder Mr. Raju R. 22491872/73/75 Not
Revealed street Kol-16 Punwani
(Director)
6)Hotel Oberoi Grand 15-Jawahar Lal Miss. Aprajita 22492323
Not Revealed Nehru Road Kol-13 (purchase operator)
7) Hotel Hindustan 235/1 AJC. Bose Mr. Basu Chatterjee 22802323
------------
international Rd. Kol-20 (Chief Engg.)
~ 62 ~

8) The grand great 1,2,3,old court Mr.Dulal Mukherjee ------------- Mr. Dulal
eastern hotel house street kol-69 Mukherjee
~ 63 ~

LIST OF PREMIUM HOTELS
1) Hotel Camac Near Tapsya. Mr.Jeet 9339192389 ---------------
Plaza police station ( Purchase manager)
Kol-16
2) Hotel Circular 177/A.J.C. Manager 22841533 Not Revealed
Bose road
Kol-14
3) Hotel Rutt Deen 21B Loudan Miss.Kabita 22873340 Not Revealed
street kol-16 kapoor
4) Hotel The Park Park street Mr.kalyan 22295455 Mr. Kalyan
17 park street chakraburtty Chakraburtty
kol-16 (project manager)
5)The Lytton Hotel 14&14/1 sudder Mr. Raju R. 22491872/73/75 Not
Revealed kol-16 street Punwani
(Director)
~ 64 ~

6)Hotel Oberoi Grand 15-Jawahar Lal Miss. Aprajita 22492323 Not
Revealed
Nehru Road Kol-13 (purchase operator)
7) Hotel Hindustan 235/1 AJC. Bose Mr. Basu Chatterjee 22802323 ------------
international rd. Kol-20 (Chief Engg.)
8) The grand great 1,2,3,old court Mr.Dulal Mukherjee ------------- Mr. Dulal
eastern hotel house street kol-69 Mukherjee
& associates
(28B shakespear
sarani kol-17)
~ 65 ~

9) The Peerless 12, J.L.Nehru rd. Mr.Goutam 2228-0301 --------------------
Inn kol- 13 Dutta 9836466604
(Administration Manager
10) ITC Sonar Bangla Salt lake, Mr. Chaudhary ---------------- Not revealed
Mr. Debashish Roy
(Project & Purchase
manager)
11) Resort Ffort Topsia Road Chandan Ghosh 9933025310 -------------
Radisson kolkata (Purchase manager)
12) Hotel Taj Bengal 34-B, Belvedere Souvik Dasgupta 2223-3939 -------------
rd., Alipore Purchase Excecutive
kol-700 02
13) Hotel MBD Airport Road ------------------ -----------
---------------
Dumdum (under construction; no person available to comment)
Kolkata
“A” GRADE DEALER OF KOLKATA
SL.NO. NAME ADDRESS CONTACT
NO.
BRANDS
DEALING
WITH
Remarks
~ 66 ~

1 Girish kumar Makrana marbles, AA/6,
Rajarhat road, kol-59
9231665550 Parryware,
Roca
1)Interested
in TOTO
2)Asked for
CDs and
other
documents
and
demanded
sampling of
product
2 Rishi Hira marbles, Topsia
road, kol-46
9831238041 Hindware,
Arrow, Coto
1)Had
previously
dealed with
Toto,
2) suggested
more
marketing
and sampling
of the
product
3 Md.salim Asian sanitary,
C.I.T.road, kol-14
Coto
1) Interested
in Toto.
2) Mr. Salim
is himself an
architect
3) needs
sampling
4 Biswanath
paul
198, Bose pukur, kol-107 98302240538 Jacquar,
Essco
1) Demanded
cds and
interested in
visiting
showroom.
5 Joyjit Ghose Calcutta plumbing stores
25, college street , kol-73
22419529,221
9-7834
Parryware -----------
6 Mr. Manoj
Goenka
Valajee Parryware,
hindware
1) Have
demanded for
~ 67 ~

Sanitary pvt. Ltd21,
college street , kol-73
-------------- cds and
samples
7 Mr. Sanjoy
Roy
M.L. Roy 28,college
street , kol-73& co
98308 83222 Neycer ,
Parrywre,
Hindware
1) Interested
in Toto
2) Need cd
and brochure
8 Mr. Subhas Sain Bros&
Associates15,college
street , kol-12
22418556/834
8&
3292-4399
Parryware,
Hndware,
jaguar,
Essco
1) previously
dealed with
Toto
2) Shown
interest in
Toto
9 Mr. Nandan
singhania
Shree Shyam Sanitation
41, Eden hospital Road
college street Xing , kol-
73
jaguar -----------
10 Mr. Prasant
Bardia
Geetanjali traders pvt.
Ltd. 110,college street ,
kol-12 -----------------
Parryware.
Arrow
jaguar
----------
11 Amit jain Sanico( India) 4, college
street , kol-12
-----------------
Hindware
Ess Ess
MARC
Escco
1) Demanded
for Cd and
Brochure
12 D.N.. Singha D.N..Singha&Co,College
street 73.
-----------------
Parryware,
Jaguar, cera
------------
13 Rohit Sharda 38/b, elgin road(opp-
forum)
24862505 Parryware,
kohler
1) Interested
in Toto
2) Asked to
contact later
14 Anand
Choudhari
Hindustan distributor, 9903024008 Parryware, 1) Interested
in Toto
~ 68 ~

Chandni metro Hndware 2) Demanded
for Brochure
15 Debashish
Pal
J. Tosh sanitation, 112
college street, kol-12
22375747 Parryware,
Hndware,
Neycer,
marc
--------------
16 H P Jaiswal Partha sarathi ceramics,
4 college street, kol-12
22416413 Parryware,
Cera
-----------
17 Rajesh
Jindal
Jindal Udyag ltd.,
3/2b, college street , kol-
12
22199903 Parryware,
Hindware,
jaguar
-------------
18 Deepak
Agarwal
Shyam sanitary
Emporium, 3 nirmal
Chandra street, kol-12
22121928 Parryware,
Hindware,
Simpolo
--------------
19 Pradeep
Dokania
10 nirmal Chandra street,
kol-12
Hindware,
1)Has shown
interest in
Toto and
asked for cds
and brochure
20 Subhash 15, college street ,kol-12 22418556 Parryware,
Hindware,
Jaguar,
Neycer
--------------
21 Mahindra Karnika, 20. Shakespeare
Sarani, kol-71
32432454,
22821557
Toto,
Hindware
Ess Ess
MARC
Escco
1) Had
previously
dealed in
Toto
2) Not happy
by the
marketing
effort of Toto
22 Subrata Paul S.Pal & bros. 24574998 Parryware,
~ 69 ~

599, diamond harbour
road, kol-34
Hindware,
Lauret
23 Snehashish
Guha
Dolphin tiles
337/3a, diamond harbour
road, kol-34
24451397 Parryware,
Hindware,
Jaguar,
Kajaria+
24 Shibaji Roy
Subhodeep
Roy
M.L.Roy and company
Sanitation pvt. Ltd
188A Rashbehari
avenue, kol-29
9903324766
9830788230
Kohler
TOTO
Parryware
1) Dealer of
Toto
2) Interested
in Toto
25. Pradeep
Chatterjee
S. roy and company
142 B, S. P. Mukherjee
Road, kol-26
2466 8277
2466 1644
Parryware
Hindware
Cera
Jaguar
1) not
interested in
keeping
imported
prodoucts.
26. A.N.Dutt M/S. Nritto Lall Dutt
110, College Street
kol-12
2237 0888
6526 2859
Cera,
Parryware,
Jaguar,
---------
27. Ashok Park Sanitary
Emporioum
23/20/3 Gariahat road,
kol-29
2440 4131 Parryware
Hindware
Nycer
Jaguar
----------
28. Kamal
Bhuwalka
Hindusthan Enterprises
47, Rafi Ahmad Kidwai
Rd., kol-16
2229 6217
98300 87588
Parryware
Toto
Hidware
1) Suggested
more
marketing of
Toto.
~ 70 ~

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