Horizons Lamkraft Pvt.Ltd

College of Computer & Management studies, Vadu.Jitendrakumar V. Bhavani

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ABOUT THE FIRM

It was some fifty years ago that a group of like-minded people got together with an aim to revolutionize the timber and plywood industry. A vision to offer the finest gave birth to Horizons Lamkraft Pvt.Ltd, which is an ISO 9001: 2000 certified company for its management systems. It has been offering newer, better and most preferred products year after year. SIGNATURE premium laminates are the latest offering of the company to its valued consumers.

The company has a different attitude to the quality of its products. It feels that quality in a product is not what the supplier puts in. It is what the customer gets and willingly pays for. Customer always pays for what is useful to him and gives him the value of his money. Nothing else constitutes quality. That is why the company concentrates on quality, keeping in mind the requirements of the valued customers.


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INTRODUCTION

HORIZONS LAMKRAFT PVT. LTD. is one of the leading manufacturers of decorative and industrial laminates in India. It has the most modern plant and machinery from well known manufacturers. The design papers are sourced from leading Japanese and European printers. The stainless steel plates used by the company are imported from well-known German and Italian manufacturers.

The company is backed buy\y a team of well-experienced personnel in the field production, R & D, QC and Marketing. This team is supported by our dedicated work force.

We have an installed capacity to manufacture over 1,00,000 sheets per month.

At HORIZONES we are known for our adherence to schedules. You will get what you need and precisely when you need it.


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LOCATION

REGISTERED OFFICE

603, Silicon Tower, Behind Samartheshwar Mahadev Mandir, Law Garden, Off. C.G. Road, Ahmedabad - 3800 006 Gujarat (India)

Fax: +917930072554

Res. 91-079-32511255

Email: [email protected] [email protected]

FACTORY

246-247 kanera Sarsa Road, Nr. Bareja, Opp. IOC Depot, IOC Depot, Dist. Kheda, Village-Kanera - 387540.

Gujarat (India)

Email: [email protected]


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PPRODUCTRODUCT PLANNINGPLANNING BEFOREBEFORE ADVERTISEMENTADVERTISEMENT

Product planning is the process of determining that line of products which can secured maximum net realization from the intended markets. It is an “Act of marketing in supervising the search, screening and development new product.

At Signature Laminates The marketing division set up a team which looks in to the need of customer. They prepare a set of questionnaires which they present before the general public who give their response on the need or the deficiency in the supply of oil and food.

Signature Laminates Has tried their level best in planning their product for its better marketing and advertisement they used to plan their products for advertisement in such a way that its pre-planned activities of advertisement can directly impact on its customer, staff of Signature Laminates are spending proper time in deciding the product and way of its better advertisement, which helps the product to reach the customer.


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PPRODUCTRODUCT LINELINE ININ ADVERTISEMENTADVERTISEMENT

Product liner group of products that are closely related because they perform a similar function and are sold to the same customer and are marketed through the same channel of the distribution line, or make a with particular price range.

To make decision in the product line, the management has to acquire to main type of information. They are,

The management should aware about the sales of the various product and distribution and profit each item in the same line should be carried out.

They must be known to their products and should compare their products line strategy with competitor’s products line. But at Signature Laminates the decision regarding various lines is not possible because it is private unit.


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AADVERTISEMENTDVERTISEMENT ANDAND SALESSALES PROMOTIONPROMOTION

Advertisement

Advertisement is multi dimensional activity. It is a mega-business by itself. Almost Rs. 5000 core worth of advertisement is done per annum in India.

Definition

These days advertisement regard as any paid form of non personal communication of ideas, goods and services by and identified sponsor.

Advertisement and marketing mix.

Product

Advertisement makes us aware about product improvements and innovation.

Price

Price is the value offered in exchange of product in terms of money. Price and quality are interrelated. A premium product is high price and quality product. Pricing strategies can be skimming or penetrative. In skimming strategy, we charge a lower price initially to cover product development cost. Once competition enters the market, the price is reduced. In penetrative strategy we charge a lower price initially to penetrate the market deeply.

Place distribution


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All advertisement decisions are coordination with distribution

decisions, because advertising creates demand, and if the product is not available, it wastage of advertising budget.

Promotion

Advertising is used with personal selling, public relation, direct marketing and sales promotion.

Relation of product advertising to product life cycle.


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TTYPESYPES OFOF ADVERTISINGADVERTISING

a. Informative advertising

It builds up and initial demand for the new product at the introduction stage. It is basically for awareness and availability of the product.

b. Persuasive advertising

It aims at building up the demand for a specific product in growth and maturity stage.

c. Reminder advertising

It aims at strengthening the previous promotional activity by keeping brand name before the eye for the public in maturity stage as well as in declining stage.


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TTYPESYPES OFOF APPEALSAPPEALS

a. Rational appeals

There are direct towards the thinking faculty of the audience. Like high quality, low price , performance, and ease of use.

b. Moral appeals

Moral appeals are directed to the audience’s sense of what is right and proper. The good theme interesting, creditable, true and complete.

c. Emotional appeals

Here the agitated of excited state of mind prompts us to purchase. We act with our heart. Two types positive (love, prestige, joy, mother’s love) and negative emotional appeals (fear, warning)

5m of advertisement of Signature Laminates

I. Mission (advertising goals)

To increase the demand for the product.

The building of a “brand image” in a competitive market.

Advertising improves profitability in a less tangible way by creating goodwill for the firm.


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It must reach to a particular audience in order to be effective.

II. Money (budget)

In advertising budget, whatever amount company spends on advertising, it should recover that amount within a year. Signature spend 4% of overall turnover on advertising, and marketing. Expenditure is 3-4 of overall turnover.

Now let’s consider some factors:-

Stage in PLC: Signature Laminates is established brand since 2003

So it may require higher budget comparatively new brands.

III. Competition

Signature Laminates has competition from domestic (Moti-Silicon-Olympic). All these company spend lot of money in advertisement. So Signaturel should also spend some amount on advertising.

IV. Message:

The main message of Signature Laminates is “I M COMPLETE WITH U.”

V. Media types and measurement


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Television, news papers, magazines, hoarding, wall paintings, poster

and internet. In measurement we analysis sales impact and effectiveness of communication.

IIMPORTANCEMPORTANCE OFOF ADVERTISEMENTADVERTISEMENT

Advertisement is just one of many types of information employee by consumers that may ultimately shape their wants, attitudes, predisposing and purchase of a particular product.

The goals of advertisement are:

To increase demand for the product. To build brand image of a product in a competitive market. Most firms have their output and advertisement can do much to minimize

such fluctuation. It is considered that advertisement improves profitability in less tangible

way by creating goodwill for the firm.

In developing an advertisement programme, marketing manager must always start identifying the target market and buyer motive. Then they proceed to make the 5 major decisions in developing an advertisement programme known as 5M’s,

What is the advertising objective? (Mission) How much can be spend? (Money) What message should be send? (message) What media should be used? (Media)


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How should the results be evaluated? (Measurement)

EEXPENSESXPENSES AREARE ASAS UNDERUNDER

T O T A LT O T A L P R O M O T I O NP R O M O T I O N E X P E N S I SE X P E N S I S ( 3%(3% O FO F S A L E SS A L E S ))

Advertising sales promotion(2% of sales) (1% of sales)

Press TV. Cinema radio 40% 15% 15% 30%


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Among all tools of promotion advertisement is given the prime

importance by Signature. That can be seen from the above chart. More streets is put on Press. Radio media is also given importance.

NATURE OF RESEARCHNATURE OF RESEARCH

Marketing research is the systematic, objective, and exhaustive search for any study of the relevant to problem in the field of marketing.

- Crisp

R.D.

Marketing research is the systematic recording and analyzing of data about problem relating to marketing.

Association

Research can be defined as the systematic gathering recording analyzing of data, and relating to the marketing of good and services

There are two types of research; basic research is that research which is intended to expand the body of knowledge foe the use of others. Applied research is a carried out for solving of a particular problem or for giving specific decision. Also applied research is a kind of survey. The research for advertisement effectiveness Signature Laminates is applied research.


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OOBJECTIVESBJECTIVES OFOF RESEARCHRESEARCH

1) To view the market share of Indian Laminates market.

2) To study the effectiveness of advertisement of Signature Laminates.

3) To know consumer preference for various promotional schemes of Signature Laminates.

4) To know current consumer states for Signature Laminates.

To identify the most effective media for advertisement of Signature Laminates.


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Research methodology.

Area of the study: The are of the study is Kalol.

Sample size: The size of sample taken for the study in 60 respondents (50 consumers and 10 retailers.)

SL NO. Respondent NO. OF REPONDENT1 Consumer 502 Retailer 103 Total 60

Sampling method

Respondent are selected by convenient sampling method

Sampling instruments

Questionnaire for consumer and retailers

Sampling unit

Individual Data source

We have collected both types of data, primary as well as secondary data.

i. Secondary data.

Company reports Internet surfing Old survey reports

ii. Primary data.

Questionnaire


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Interview

AADVERTISEMENTDVERTISEMENT BUDGETBUDGET

There are 5 specific factors to consider while setting the advertisement budget. They are,

Stage in the product life cycle. Market share and consumer base. Competition and clutter. Advertising frequency. Product substitutability.

There are various method for setting advertisement budget. It differs from company to company. Some of the methods are as follow,

1. Percentage of sales or percentage of group’s margin. 2. All you can afford.3. Competitive parity method.4. Objective and task.

Here the Signature Laminates Are fixing their budget as per the decision of the board of director are as per the advertisement required for the product awareness.

Year Sales in lacs Advertisement2005-2006 40.6 2,00,0002006-2007 45.2 3,25,0002007-2008 49.4 3,75,0002008-2009 55.3 4,00,000


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AADVERTISEMENTDVERTISEMENT STRATEGYSTRATEGY

The end product of advertising is planning and creative strategy and its execution in the form in which an advertise appears. There are various among the media like radio out door media etc. the seed of the advertisement message are to be found in the purchase proposition. The success of failure of the message as measured by the audience has offer not merely in the terms of product quality and characteristics but more as to their relevance to the requirement and mental make up.

According to lack of the product which type of consumer has to face by company such strategy is use.


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RRESPONDENTESPONDENT OFOF ADVERTISEMENTADVERTISEMENT

There are various modes through which company can advertise its product. Customer also bran user choose the product through the various sorts brand users choose the product through the various sorts of advertising media only. The following table show the various mode of India for product advertisement which is adopted by this unit. Table showing media for advertisement where respondent find advertisement

No. Particulars No of respodent In %1 Television 100 1002 News paper 83 833 Magazine 25 254 Hoardings 25 255 Radio 22 226 Theatre 8 87 Poster 36 368 City bus tin plates 4 49 Pamphlets 9 910 Well paintings 7 711 Banner 6 612 Internets 1 1

The above table shows the different types of media advertising, which are displayed for various products. From above table we find advertisement in TV. And news papers are more effective media source for advertisement.


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TTABLEABLE SHOWINGSHOWING THETHE TIMINGSTIMINGS OFOF WATCHINGWATCHING TELEVISIONTELEVISION

no particular No. ofRespondent

In%

1 In the morning 9 9%2 At afternoon 14 14%3 In the evening 27 27%4 At night 30 50%

Generally advertisement should be displayed on TV. At that time where people are watching more TV. From above table we can come to know the time of watching TV. By people. So a company can give its advertisement in that relevant manner. Advertisement should be shown on TV. During night time, as more people are watching at night time. So to create product awareness, a company should select the timings according to it.


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9

14

2730

9% 14% 27% 50%0

5

10

15

20

25

30

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1 2 3 4

Respondent

%

TTABLEABLE SHOWINGSHOWING ADVERTISEMENTADVERTISEMENT ININ NEWSNEWS PAPERPAPER

No Particular No .ofRespondent

In

1 Sandesh 41 41%2 Gujarat samachar 33 33%3 Time of India 10 10%4 Economic times 6 6%5 Finance express 4 4%6 Ad. Marketing management 6 6%


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Today news paper is more effective for advertisement. Every one reads new paper everyday, sop company should possess an effective print media that is news paper. So news paper is important tool for product awareness.

No Particular In %1 A tool to create awareness 22 A way to sale the product 73 Demonstration of the product 44 To introduce new product 265 Product that create direct impact on people and it

indices the people to use it once 1

6 For product publicity 47 A way by which a common people know the product 1


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4133

10 6 4 641% 33% 10% 6% 4% 6%

01020304050

Sandesh

Guja

rat

sam

achar

Tim

e o

f In

dia

Econom

ic

times

Fin

ance

expre

ss

Ad. M

ark

etin

g

managem

ent

an it quality

8 An idea for earning money 79 A media to pass company’s product to the customers 110 Propaganda of product 211 Ti increase products demand 112 A good business policy to attract people 3613 Did not answer 8 - Total 100 %

Analysis

Consumer survey Consumer survey

Usage rate of particular brand

Sr. no. Brand name No of respondent

In percentage

1 Signature 50 402 Silicon 20 203 Olympic 08 16


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4 Touchlam 04 085 Moti 08 16

Total 50 100

From the above data, we can know that vadilal has highest market of 40% than come havmoer and pestangi having market share of 20% and 16% respectively.

Are you regular user of that brand? Are you regular user of that brand?

Sr. no Particular No of respondent

In percentage

1 Regular 31 622 Irregular 19 38


Signature

Silicon

Olympic

Touchlam

Moti

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We cam find that in Laminate market regular users are in more proportion to irregular. Mostly in case of Signature Laminates, people show regularity in using laminates brands have less regularity only because of brand image.

WWHICHHICH F FACTORACTOR RESPONSIBLERESPONSIBLE FORFOR CHANGECHANGE??


In percentage

1 Scheme 12 66.672 ADS. 05 27.783 Friend 00 004 Others 01 5.55


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5 Total 18 100

Some factor result in irregularity of using laminates, which tends to switch from nor brand to another brand. In those factors, schemes and ads. Are most effective to induce brand switching. So we can learn that company has to more emphasis on scheme and ads to win nonusers and customers of other brands.


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0

10

20

30

40

50

60

70

factores responsible for change

In percentage 66.67 27.78 0 5.55

Scheme ADS. Friend Others

WWHICHHICH Factors useful for regular or stabilizing? Factors useful for regular or stabilizing?

Sr. no Factor No of respondent

In percentage

1 Brand image 04 13.332 Good taste,

freshness 11 36.67

3 High quality 05 16.674 Germ decay,

prevention 07 23.33

5 Others 03 10Total 30 100

Most factors which causes for good demand includes good taste, freshness, high quality. Also brand image plays important role. So company should concentrates, on high quality and good taste of laminates. One important thing is that is that company should maintain quality of laminates forever.


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WWHICHHICH MMEDIAEDIA USEUSE TOTO EXPOSEEXPOSE??

Sr. no Media Respondents In percentage 1 News paper 00 412 T.V. 28 103 Radio 05 94 Wall painting 13 215 Poster 15 19

Total 30 100

There are end numbers of Medias to expose message to customers and potential. T.V. and news papers are most useful media of ads. But unfortunately, Signature Laminates not uses news paper, magazine as a media to expose message. Television has highest weight age through which makes aware customers with Signature Laminates.

However, they also use in good proportion of wall painting and poster which is most costly and having long effect media.


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Triabality of Signature Laminates

Sr. no Particular No of

respondentIn percentage

1 Have use at list once 30 602 Have not been use 20 40

Total 50 100


Have use at list once

1

2

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Prospect purchase of Signature LaminatesProspect purchase of Signature Laminates


In percentage

1 Will buy 31 622 Will not buy 19 32

Total 50 100

From the above figure, we can find that only 60% have use Signature Laminates while 40% are unaware about Signature Laminates or have not use Signature Laminates. Also from interview. It will reveals that brand preference toward Signature Laminates.


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WWHICHHICH IS IS THETHE F FACTORACTOR RESPONSIBLERESPONSIBLE FORFOR LOWLOW BRANDBRAND LOYALTYLOYALTY??

Sr. no Factors Respondents In percentage

1 Don’t like taste 14 46.682 High price 1 3.333 Preference to other

brand 7 23.33

4 Not availability 00 005 Not good scheme 04 13.336 Others 04 13.33

Total 30 100

Data is most important for this research study. We can know reasons having low brand image, brand loyalty and less demand.

It is prove that people don’t like design and also give high preference to other to other brands like Silicon, Touchlam, Olympic and Motilam etc. also we can find that Signature Laminates has reasonable price and good scheme because only one respondent has complained of high price who is newly user of Motilam Laminates.


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LLIMITATIONIMITATION OFOF THETHE RESEARCHRESEARCH

During the process of this research a person comes across certain restrictions, certain limitations. Some of these limitations are overcome while some have to be overlooked for the smooth conduction of the research. Some of the restriction which comes in my way during research are:-

Limited number of questionnaire filled up by consumers.

No right information by the people.

Limited time period

Inexperience was the another problem.

We consider region Kalol

‘Target respondents are above 15 years.

All the respondents could not fill their questionnaire on their own due to language problem.

Finding of the study are based on the assumption that the respondents have given correct information

In spite of the limitations a sincere effort has been put in to get the relevant information and desired information. The final information may not be in accordance to the actual situation due to these limitations.


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SSUGGESTIONSUGGESTIONS ANDAND RECOMMENDATIONSRECOMMENDATIONS

At present Signature is not emphasizing on advertisement in any media.

I would like to suggest the company to give more emphasis on the advertisements.

Budget of the advertisement should be increased to a greater extent.

Time duration of the AD”S should be made longer.

Banners and hoardings are also suggested to increase the publicity of the brand and create the brand image.


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CCONCLUSIONONCLUSION

Virtually, all business establishment, including large and small on there objectives and resources

Advertisement and sales promotion are most important tools to aware customers about brand and also to improve image and demand of product as well as company itself

We understand that the retailers need support from the companies, but the priority is fixed as the advertisement is on top, the promotional schemes provided by the company is on second and the final they want is the brand loyalty of the company. Or the product they are going to sales.

Whew as advertisement offers a reason to buy, sales promotion offers an incentive to buy.

Signature Laminates is in good line and length in Laminates market. It has good policy. Sales promotion schemes are also comparatively effective. Currently, sales of Signature Laminates in Gujarat State in Rs. 800000 and rs 3900000 per month respectively. Sales growth is increasing day by day however it ahs to give more emphasis to advertisement in T.V. news papers, and other effective medias t create awareness and brand preference.


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QQUESTIONNAIRESUESTIONNAIRES

Dear consumer,

I am student of COLLEGE OF COMPUTER & MANAGEMENT

STUDIES, VADU. Undergoing project in HORIZONS LAMKRAFT

PVT. LTD. This questionnaire is intended to know about current

Advertising of the company and make it better to reach attain your

satisfaction level based on data collection from this survey.

I expect your kind co-operation

Q-1 UQ-1 USAGESAGE RATERATE OFOF PARTICULARPARTICULAR BRANDBRAND

I. SignatureII. Silicon

III. Olympic IV. TouchlamV. Motilam

Q-Q-2 A2 ARERE YOUYOU REGULARREGULAR USERUSER OFOF THATTHAT BRANDBRAND??

I. Regular

II. Irregular

Q-3WQ-3WHICHHICH F FACTORACTOR RESPONSIBLERESPONSIBLE FORFOR CHANGECHANGE??

I. Scheme


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II. Ads.

III. Friend IV. Others

Q-4 WQ-4 WHICHHICH FFACTORSACTORS USEFULUSEFUL FORFOR REGULARREGULAR OROR STABILIZINGSTABILIZING ??

I. Brand imageII. Good design

III. High qualityIV. Germ decay, preventionV. Others

Q-5 Q-5 EEXPOSUREXPOSURE OFOF ADSADS . O. OFF S S IGNATUREIGNATURE LAMINATESLAMINATES

I. Have seen ads of Signature LaminatesII. Have not seen ads. Of Signature Laminates

Q-6 WQ-6 WHICHHICH MMEDIAEDIA USEUSE TOTO EXPOSEEXPOSE??

I. News paperII. T.V.

III. RadioIV. Wall paintingV. Poster

Q-7 WQ-7 WHICHHICH IS IS THETHE F FACTORACTOR RESPONSIBLERESPONSIBLE FORFOR LOWLOW BRANDBRAND LOYALTYLOYALTY??

I. Don’t like designII. High price

III. Preference to other brand


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IV. Not availabilityV. Not good scheme

Q-8 IQ-8 ISS THETHE ADVERTISINGADVERTISING OFOF SIGNATURESIGNATURE ISIS EFFECTIVESEFFECTIVES??

I. Good II. O.K.

III. Change is desiredIV. No idea

Any suggestion or comments.

_____________________________________________________________

_____________________________________________________________

THANK YOU FOR YOUR KIND CO-OPERATION.


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PPERSONALERSONAL DETAILDETAIL

1. Name:

2. Age:

I. <13II. 13-20

III. 21-26IV. 27-45V. >46

3. Gender:

I. Male II. Female

4. Qualification

I. Graduate II. P.G.

III. Matriculate IV. None

5. Occupation

I. Student II. Employee

III. Business man IV. House wife


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6. Monthly income

I. <5000II. 5000-10000

III. 10000-20000IV. >20000


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Bibliography

Books

“marketing management” by Philip kotler.

“marketing management” by G.C Beri

research methodology by D.K. Bhattacharyya.

Website

www.signaturelam.com


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http://www.signaturelam.com/

Documents

Horizons Lamkraft Pvt.Ltd