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IMPORTANCE OF RETAIL VISIBILITY IN PLYWOOD CATEGORY

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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

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IMPORTANCE OF RETAIL VISIBILITY IN PLYWOOD CATEGORY

  1. 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. 2. FACULTY GUIDE Prof. PARVINDER NARANG parvinder@unitedworld.in INDUSTRY GUIDE Mr. Amit Gope GM-MARKETING INTERNSHIP TENURE 1ST APRIL – 31ST MAY
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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.

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