Sintex 2

SINTEX

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INDEX

No Topic Page no. ACKNOWLEDGMENT 2

PREFACE 3

1. EXECUTIVE SUMMARY 4

2. LIMITATIONS 6

3. COMPANY PROFILE 8

4. MANUFACTURING PROCESS 14

5. ANALYSIS

i. RETAILERS 17

ii. MANUFACTURERS 56

6. CONCLUSIONS 61

7. RECOMMENDATIONS 65

8. APPENDICES 68

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ACKNOWLEDGMENT

I take this opportunity to express my heartfelt gratitude to SINTEX INDUSTRIES

LTD. Kalol, for giving me an opportunity to undertake the project on plastic

water storage tanks. I consider it as a great honour to Work for an organization

of such high repute.

I am indeed indebted to Mr. Bhargav Pandya (product manager) who was my

project guide besides being a key driving force. His constant encouragement,

critical suggestions and words of motivation were of enormous help in the

successful completion of the project. Also my sincere thanks to Mr. Abhinav, Mr.

shantanu and Mr. jayesh who helped us through out our project.

I want to show sincere indebtedness to the personnel department for having

facilitated my training and making my stay comfortable. I also wish to record my

sincere gratitude to all those who were instrumental for the successful

completion of my project.

I am also thankful to Prof. Jinal Parikh who helped me to pursue my training in

such an esteemed organization.

Rahul P Rajpura

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PREFACE

Plastic water storage tank is a product with life of 10 to 15 years. So one

generation of a family purchases it only once. So people rely on the friends and

relatives for product information. And confirms the quality before purchasing any

particular brand.

There is only one player who works all over the country, and that is sintex. But it

has to face a high competition from local companies. At many places local brands

dominates the market. The production process is so simple that any one can

start the new business with a small amount of investment.

A number of variables come into play when one consider the daily operations

involved in the sales of water tanks

1. Reach and availability: it should be easily available to the consumer in the

shortest time.

2. Visibility: there should be at least one tank in the display so that consumer

comes to know that tanks are available there.

3. Pull created by the product: the sales also depend on the brand awareness.

4. Pushing by the retailers: the sale also depends on pushing of the brand by

the retailers as brand switching depends upon the availability of the product

and other forces like guarantee etc.

The company relies on the pull of the brand and does not advertise

heavily to market its product. They have got a huge brand name in the market.

We have been given the job to map the market, to find out the potential and to

find the ways to improve the market share.

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EXECUTIVE SUMMARY

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RESEARCH OBJECTIVES Primary Objective

• To estimate potential market of water storage tanks. • To carry out competitive analysis. • To formulate suitable strategy to increase Market share.

To find out Potential market, Research is conducted on following area.

1) Name of brand manufacture 2) Sale of each brand in liter and Price 3) Production capacity and utilization. 4) Major competitor and their price. 5) Tapped and un-tapped market.

To find out Competitive analysis, Research is conducted on following area.

1) Product features & attribute. 2) Advertisement and Scheme provided by company to increase the

market. 3) Distributor and dealer network 4) Logistic approach. 5) Recent policy to increase market share

To find out suitable strategy to grab the un-tapped market and increase market from existing network. Research is conducted in the following area.

2) Price 3) Product 4) Place 5) Promotion

RESEARCH METHODOLOGY: The study was conducted by visiting various retailers and interviwing manufacturers across cities in each district of the karnataka state. The mode chosen was interactive and the instrument was non-disguised, structured questionnaire. Convenience sampling was done. It was totally analytical research.

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LIMITATIONS

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1.The survey was based upon the responses of a sample representing a large

audience. Thus the results obtained there upon should be considered only as

mere representation and an indicator of the total population.

2. Data was collected by non-disguised questionnaire and hence the respondents

may have not given serious thinking while responding.

3. The respondents prejudice for the company might have lead to the distortion

of facts.

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COMPANY PROFILE

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Sintex Industries Limited Business Type: Manufacturer Year Established: 1975 Range of Products: Processing, Building & Construction, Prefabrication, Industrial, Electrical and Custom Products Production Type: Wholly Owned No of Staff: 500 Sintex, the flagship brand is known for its products, which offer quality and durability at affordable prices. Sintex has been the industry leader for more than 3 decades now. Sintex Industries Limited is spread over an area of more than 300 thousand square meters, near the industrial hub of Ahmedabad in India; manufacturing more than fifty types of plastic and related products of various shape and sizes, which fall under 6 broad categories: Building and Construction, Prefabs, Interiors, Industrial, Electrical Sector and Consumer. That's the reason why Sintex is also known as a leader in meaningful innovation.

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PRODUCT DESCRIPTION Since our establishment over 25 years, we have been in the forefront of innovations of industrial products. We have evolved very wide range of products that can satisfy storage, handling, packaging and custom applications in different industries right from chemical, pharmaceutical, food processing to textile, engineering and electronics. Besides products meant for direct industrial use, we have also developed big range of products for building & construction that can become part and parcel of every industry. Besides, we have introduced for the first time in India the biggest range of 100% shock-proof products that can be useful in the electrical arena of every industry. Separate literatures are available on both ranges of products. Sintex Industrial Containers and tanks have proven their worth and utility for multifarious applications for over 25 years in different industries. There is no exaggeration in our saying that virtually every industry is using Sintex industrial containers of one type or the other for storage, processing, mixing, handling and transportation of raw materials, semi finished and finished products. Sintex provides varieties of products for storage & transportation of material, which are describe as below. Storage & Processing Containers

1. Chemical/ Acid Processing Tanks (Conical Bottom) 2. Chemical/ Acid Processing Tanks (Disc Bottom) 3. Chemical/ Acid Storage Tanks (Horizontal) 4. Chemical/Acid Storage Tanks (Cylindrical Vertical) 5. Electroplating/Pickling Tanks

Material Handling Containers:

1. Intermediate Bulk Containers 2. Supertuff Crates 3. Bins & Vats(handling & mixing material) 4. Cane Like Baskets 5. Heavy Duty Ghamelas 6. Heavy Duty Buckets 7. Carboys, Drums & Barrels 8. Troughs & Trolleys

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Sintex Water Tanks Sintex Water Tanks Jeno Water Tanks Sintex Loft Tanks Reno Loft Tanks

Doors FMD Series Flush Doors Frontura Doors Somura Doors

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Windows Open able Windows Sliding Windows Energy Saving Windows Louvered Ventilators

Sintex industrial containers have many outstanding properties such as: Best raw material base Environmental stress crack resistance (ESCR) is the most important property for long and trouble-free life of industrial containers, Sintex containers and tanks are made from materials having ESCR ratings of over 1000 hours according to ASTIM TEST METHOD D-1693. Besides, the raw materials used in Sintex containers and tanks have special UV stabilizer incorporated in them to give protection to them even when offered in colours other than black. Latest manufacturing technique Sintex containers and tanks are made on sophisticated & modern machines which give them uniform wall thickness as well as consistent quality. Sintex Containers can be tailor-made Sintex containers and tanks are available in a very wide range of standard sizes. They can however be made in any size and shape from 20 litres to 25,000 litres capacity to meet special requirements even if the requirement is as small as 200 pcs. Sintex Containers can be provided with fittings very easily We can provide both welded and adaptor checknut type fittings with Sintex containers and tanks. These fittings can be made to match the specifications under different standards. We can provide fittings at site or can send tanks complete with fittings from our factory

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100% seamless construction All Sintex containers and tanks are made under atmospheric pressure by a special moulding process. They do not have any seams, joints or welds. Besides, they have 100% strees-free construction to give excellent durability. Immunity to maintenance Sintex containers and tanks are totally leak-proof as they have one piece construction. They are resistant to most of the acids, alkalies & chemicals (for details refer to Chemical Resistance Chart). They are therefore free from maintenance problems throughout their life. Reasonable cost Sintex containers and tanks are very reasonably priced in spite of their superior features. They cost much less than fabricated HDPE, PVC or FRP containers. Likewise, they cost much less than steel containers with different types of anti-corrosive linings. Long life The experience of last 25 years has proven that Sintex containers have very long life even under rigorous industrial working conditions. Excellent after-sales-service Sintex containers and tanks are backed by excellent after-sales-service through 10 branches and a wide network of over 350 dealers spread all over the country. In the event of any unforeseen problem the containers can be rectified and put into use without much loss of production time. Key Attributes

• The only reliable and time-tested tanks • Already proven in use for storage & handling of acids, alkalis and

chemicals for over 20 years • Resistant to most acids, alkalis & chemicals (as per our Chemical

Resistance Chart) • One piece molded construction without built-in stresses • Proven better than fabricated, GRP, S.S. or lined tanks in a wide variety of

industries

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Manufacturing process

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Rotational Molding is a method for manufacturing hollow plastic products. It is best known for the manufacture of storage containers, but designers all over the world are starting to realise that it can be used to make many different types of plastic parts. Some of the sectors that it services include medical products, consumer products, agricultural and garden equipment, automotive and transportation components, toys, leisure craft and sporting equipment, furniture, materials handling articles, and highly aesthetic point-of-sale products. The Process The principle of rotational moulding of plastics is relatively straightforward. Indeed, the simplicity of the process is a key to its success because it allows the molder to exercise close control over, dimensions and properties. Basically, rotational molding consists of: Introducing a known amount of plastic in powder, granular, or liquid form into a hollow, shell-like mold. The mold is heated and simultaneously rotated about two principle axis so that the plastic enclosed in the mold adheres to, and forms a layer against the mold surface. The mold rotation continues during the cooling phase so that the plastic retains the desired shape as it solidifies. When the plastic is sufficiently rigid, the mold rotation is stopped to allow the removal of the plastic product from the mold. The basic steps of (a) mold charging , (b) mold heating , (c) mold cooling , and (d) part ejection are shown in the figure below:

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Rotational Molding is an atmospheric pressure process that produces nearly stress-free parts. The fact that there are no stresses on the melt as it is shaped is a major advantage that rotational molding has over all other manufacturing methods for plastic parts. Also, as there are no forces on the plastic melt during forming. Rotational molds can have thin walls and are relatively inexpensive to fabricate. For simple parts, mold delivery times can be a few days or weeks. Modern, multi-armed machines allow multiple molds of different size and shape to be run at the same time. With proper mold design, complex parts that are difficult or impossible to mold by any other method, such as double-walled containers, can be rotationally molded. With correct process control, the wall thickness of rotationally molded parts is quite uniform, unlike structural blow molding or twin-sheet thermoforming. And unlike these competitive processes, rotational molding has no pinch-off seams or weld lines that must be post-mold trimmed or otherwise finished. The main attraction: 1. A hollow part can be made in one piece with no weld lines or joints 2. The molded part is essentially stress-free 3. The molds are relatively inexpensive The lead time for the manufacture of a mold is relatively short 4. Wall thickness can be quite uniform (compared with other free surface molding methods such as blow molding) 5. Wall thickness distribution can be altered without modifying the mold 6. Short production runs can be economically viable

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ANALYSIS

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KARNATAKA 1. Brands available in karnataka and their selling.

Brands

Selling (in ‘000 ltrs

Brands Selling (in ‘000 ltrs

Sujala 15 Coastal 20 Ganga jal 170 River 25 swasthik 25 Avon 40 gangotri 25 Swasthik 35 standard 20 nandi

pipes 45

Sony 45 Sunrise 15 Kaveri 438 suntex 35 Suntank 70 Sony 5 tridhara 30 appu 15 panch ganga

70 Sahara 5

sintex 840 rainbow 5 Vijay 120 monarch 5 Ganga sagar

50 infra 5

Sumo 20 Samrat 10 Aquatek 18 Supreme 10 Royal 20 Jal ganga 35 Imperial 25 Shakti 110 Wellmate 20 uday 10 Hi tank 80 Aqua 15 super 40 nandi 10 vastu ganga

50 R brand 10

surabhi 15 Tri dhara 20 nova 5 Duratank 170 appolo 5 Gangotri 20 Camel 5 Kissan 10 Kangaroo 5 Godavari 20 MPL 10 Gayatri 30 pearlcon 10 Marc 20 nandini 45 total 3046

Overall potential of market = 11 crore ltrs or 37 crore Rs Sintex’s market share is around = 28% or 9.5 to 10 crore Rs Main competitors market share = 14% or 5 to 10 crore Rs

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Inference: The overall potential of the market comes out to be 35 to 40 crore Rs. This shows that there is huge potential in karnataka market. The market is rapidly growing. Sintex’s share in the overall market comes out to be 28% i.e. 9.5 to 10 crore Rs. This is a good proportion. Sintex has done good performance in this region, but there is huge scope of improvement. The above graph shows that there are at least 60 competitors in the region. Therefore we can say that there is huge competition for sintex. Kaveri is doing pretty well here with 14% market share. Form looking at the above data and after visiting the whole karnataka, I am sure that sintex can easily get the business of 15 to 20 crore from this region.

Shakti4%

ganga jal6%

vijay4%

Duratank6%

Kaveri14%

sintex28%

Sujalaganga jalswasthikgangotristandardSonyKaveriSuntanktridharapanch gangasintexvijayGanga sagarSumoAquatekRoyal

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BANGLORE 1. Brands available in Banglore and their selling.

Brands Selling (in ‘000 ltrs

Imperial 25Kaveri 250Sintex 215Wellmate 20Hi tank 60Super 40Vastu ganga

50

Surabhi 15Total 675

Overall potential of market = 34’00’000 ltrs or 12 crore Rs Sintex’s market share is around = 32% or 4 to 4.5 crore Rs Main competitors market share = 37% or 4.5 crore Rs Inference: Sintex’s market share in Banglore is around 32%. It seems that it is a good proportion but when e look at the competitors market share it seems that there are still great opportunities for sintex to improve upon. If a single company can grab a market share of 37%, then Sintex’s aim should be at least 50%.

Sintex32%

Wellmate3%

Hi tank9%

super6%

Imperial4%

vastu ganga7%

surabhi2%

kaveri37%

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2. Price wise selling

Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 3 to 3.5. This is an important information because it shows that consumers are ready to pay high price for quality. 3. Brand wise margin available to retailers

Inference: This chart shows the brand wise margin available to them. Here it is clearly visible that retailers get a minimum margin in Sintex’s product. Here we can see that margin in any other company is 50% more than that in sintex. This is one of the major reasons why retailers are not interested in selling Sintex’s product.

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4. Most running model according to literate capacity

Inference: This chart shows the percentage selling of each type of tank. This shows that in Banglore market sales of 1000 ltrs tank is maximum with 48% retailers showing preference for that. Next best selling is of 2000 ltrs tank, which are around 31%. 5. Customers preference

Inference : This chart shows the customers preference. This shows that 71% of population looks for price rather than anything else. And 24% people looks both brand and price before purchasing the tank. While just 5% people give preference to brand rather than price. Thia should be major a concern for the cmpany.

price71%

brand5%

both24%

100048%

75014%

5005%

200031%

2002%

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6. Guarantee given by each brand

Inference: This chart shows the guarantee given by each brand. This shows that there is no guarantee available in sintex whereas all other companies give guarantee ranging from 8 to 10 years. This is one of main difference due to which the local players have entered into the market. 7. Credit available in each brand

Inference : This chart shows the credit available in each brand. This chart reflects that there is no credit available in sintex’s product while at least 15 days of credit is available in each of the other brands. This shows the reason for reducing interest of retailers to sell sintex.

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MYSORE 1. Brands available in Mysore and their selling.

Brands Selling (in ‘000 ltrs)

Sintex 40Nova 25Appolo 15Camel 15Kangaroo 15Kaveri 45MPL 25Pearlcon 15Nandini 15Total 210

Overall potential of market = 6 lakh ltrs or 2.16 crore Rs Sintex’s market share is around = 19% or 41 lakh Rs Inference: Sintex’s market share in Mysore is around 19%. From a local distributor it was found that most of the selling take place is surrounding towns and villages. Due to that we can assume that still there is a lot of scope. Sintex should take this matter seriously and should take some steps to improve the sales

nandini7%pearlcon

7%MPL12%

Kaveri22% Kangaroo

7%

Camel7%

appolo7%

nova12%

Sintex19%

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Inference : This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2.5 to 3.5. This shows that it’s a growing market and a lot of local players are entering into the market. So the company should look into this matter seriously. 3. Brand wise margin available to retailers


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4. Most preferred tanks according to literate capacity

Inference: This chart shows the percentage selling of each type of tank. This shows that in Mysore market sales of 1000 ltrs tank is maximum. 47% retailers have shown preference for that. 33% of the retailers have shown preference for 750 ltrs tank and 20% were positive for 2000ltrs tank. 5. Customers preference

Inference : This chart shows the customers preference. This shows that 50% of population looks for price rather than anything else. And 25% people looks both brand and price before purchasing the tank. While 25% people give preference to brand rather than price.

47%

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Inference: This chart shows the guarantee given by each brand. This shows that there is no guarantee available in sintex whereas all other companies give guarantee ranging from 5 to 10 years. This is one of main difference due to which the local players have entered into the market. 7. Credit available in each brand


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MANGLORE 1. Brands available in Manglore and their selling.


Sintex 130Coastal 20Nandini 25River 25Avon 40Swasthik 10nandi pipes

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Sunrise 15Duracon 20Total 300

Overall potential of market = 1’08’00’ 000ltrs or 3.25 crore Rs Sintex’s market share is around = 45% or 1.5 crore Rs Inference: Sintex’s market share in Manglore is around 45%. Here Sintex’s market share is around 45%, which is a pretty high proportion. Here the market is up coming with many local manufacturers trying to enter into the market. They are using many promotional tools like guarantee, less price etc. so the company should look upon the matter seriously and look forward to keep the market share up.

Coastal7%

Nandini8%

River8%

Avon14%

Swasthik3%

nandi pipes3%

Sunrise5%

Duracon7%

Sintex45%

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Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2.9 to 3.5. This shows that it’s a growing market and a lot of local players are entering into the market. 3. Brand wise margin available to retailers


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4. Most preferred tanks according to literage capacity

Inference: This chart shows the percentage selling of each type of tank. This shows that in Manglore market sales of 1000 ltrs tank is maximum. 53% retailers have shown preference for that. 21% of the retailers have shown preference for 750 ltrs tank and 26% were positive for 500ltrs tank. 5. Customers preference


53%

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26%

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price60%brand

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Inference: This chart shows the guarantee given by each brand. This shows that there is no guarantee available in Sintex whereas all other companies give guarantee ranging from 5 to 12 years. This is one of main difference due to which the local players have entered into the market. 7. Credit available in each brand


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DAVANGERE

1. Brands available in davangere and their selling.


Sintex 60suntex 35Sony 5Hi tank 15nandi pipes

10

Total 125

Overall potential of market= 1’70’ 000ltrs or 65 lakh Rs Sintex’s market share is around = 48% or 35 lakh Rs Nearest competitor’s market share = 28% or 18 lakh Rs Inference: Sintex’s market share in davangere is around 48%. Here Sintex’s market share is around 48%, which is a pretty high proportion. Here there are only four brands in the market. Therefore we can say that market is still not that much competitive as others. Sintex has already covered a good market share but should take care about keeping it as such.

suntex28%

sony4%

Hi tank12%

nandi pipes8%

sintex48%

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Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2.9 to 3.5. Here Sintex is enjoying the market leadership with around 50% market share. Here we can see that other local players are trying to get into the market with low price. So the company should take care about that. 3. Brand wise margin available to retailers


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Inference: This chart shows the percentage selling of each type of tank. This shows that in Davangere market 1000 ltrs tank has got maximum sales. 44% retailers have shown preference for that. 31% of the retailers have shown preference for 500 ltrs tank and 13% were positive for 750ltrs tank. And there is a demand for 300 and 100 ltrs tank also. 5. Customers preference

Inference : This chart shows the customers preference. This shows that 50% of population looks for price rather than anything else. Here 33% retailers have said that people look for brand rather than price. This shows that people here are brand concious. Therefore we have a very good chance of increasing our market share. And only 17% have said that people look for both brand and price.

44%

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price50%brand

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BELLARY 1. Brands available in Bellary and their selling.


Sintex 70appu 15Aquatek 8sahara 5rainbow 5Hi tank 5monarch 5infra 5Total 125

Overall potential of market = 1’60’ 000ltrs or 60 lakh Rs Sintex’s market share is around = 60% or 36 lakh Rs Nearest competitor’s market share = 13% or 8 lakh Rs Inference: Sintex’s market share in Davangere is around 60%. Here Sintex’s market share is around 60%, which is a pretty high proportion. Market here is growing and seems to increase rapidly. A lot of local manufacturers are trying take advantage of that. Many new companies are entering into the market with low price. Sintex has already covered a good market share but should take care about keeping it as such.

appu13%

Aquatek7%

sahara4%

rainbow4%

Hi tank4%

monarch4%

infra4%

Sintex60%

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Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 3.0 to 3.5. Here Sintex is enjoying the market leadership with around 60% market share. Here we can see that other local players are trying to get into the market with low price. So the company should take care about that. 3. Brand wise margin available to retailers


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Inference: This chart shows the percentage selling of each type of tank. This shows that in Bellary market 1000 ltrs tank has got maximum sales. 56% retailers have shown preference for that. 38% of the retailers have shown preference for 500 ltrs tank and 6% were positive for 100ltrs tank. 5. Customers preference


56%38%

0%

6%

0%

10005007502000100

price67%

both22%

brand11%

SINTEX

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HUBLI - DHARWAD 1. Brands available in Hubli and their selling.

Brands

Selling (in ‘000 ltrs)


Sujala 15 tridhara 10 ganga jal

150 panch ganga

10

swasthik

25 sintex 80

gangotri 15 vijay 30 standard

15 Ganga sagar

20

Sony 40 Sumo 20 Kaveri 160 Aquatek 10 Suntank 70 Royal 20 Total 660

Overall potential of market = 13’20’000ltrs or 4.60 crore Rs Sintex’s market share is around = 12% or 55 lakh Rs Ganga jal's market share = 22% or 1 crore Rs Kaveri’s market share = 23% or 1 crore Rs Inference: Sintex’s market share in Hubli is around 8%. This is quite a low proportion. We can see that other brands are doing much better. Ganga jal has covered 23% of market and Kaveri has got 22% of the market. Sintex should take this matter seriously and should take some steps to improve the sales.

sintex12%

panch ganga

1%

vijay4%

Sumo3%

Ganga sagar

3%

Aquatek1%

Royal3%

ganga jal22%

swasthik4%

gangotri2%

standard2%Sony

6%Kaveri24%Suntank

10%

tridhara1%

Sujala2%

SINTEX

41


Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 1.9 to 3.7. Here Sintex’s share is quite as compared to the other competitors. Here market seems to be quite competitive with 17 brands in the market and so much competitive prices. So the company should take the necessary steps. 3. Brand wise margin available to retailers

Inference: This chart shows the brand wise margin available to them. Here it is clearly visible that retailers get a minimum margin in Sintex’s product. Here we can see that margin in any other company is 50% more than that in sintex. Here some of the companies are giving margin upto 30 paisa also. This is one of the major reasons why retailers are not interested in selling Sintex’s product.

1510

2015 15 15 15 15 15 15

1015 15

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a15

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00.511.522.533.544.5

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Inference: This chart shows the percentage selling of each type of tank. This shows that in Hubli market 1000 ltrs tank has got maximum sales. 49% retailers have shown preference for that. 27% of the retailers have shown preference for 500 ltrs tank and 18% were positive for 750ltrs tank. 5. Customers preference

Inference : This chart shows the customers preference. This shows that 71% of population looks for price rather than anything else. And 29% people looks both brand and price before purchasing the tank. While none of them have given preference to brand rather than price.

49%

27%

3%18%

3%

0%

100050075020002005000

price71%

both29%

brand0%

SINTEX

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Inference : This chart shows the credit available in each brand. This chart reflects that there is no credit available in sintex’s product while at least 15 days of credit is available in each of the other brands. Here many brands are giving credit upto 30 or 60 days. This shows the reason for reducing interest of retailers to sell sintex.

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BELGAUM 1. Brands available in Belgaum and their selling.


panch ganga

50

Shakti 110ganga jal 15jal ganga 10vijay 10uday 10sintex(reno)

60

Aqua 15ganga sagar

10

nandi 10R brand 10Kaveri 15Total 330

Overall potential of market = 6’60’ 000ltrs or 2.4 crore Rs Sintex’s market share is around = 11% or 25 lakh Rs Nearest competitor’s market share = 28% or 56 lakh Rs

Shakti34%

jal ganga3%

ganga jal5%

sintex11%

uday3%

vijay3%

ganga sagar3%

Kaveri5%

R brand3%

nandi 3%

Aqua5%

panch ganga15%

SINTEX

45

Inference: Sintex’s market share in Belgaum is 30%. Here it is a big market and highly competitive. Sintex still has a huge scope of improving the market share and grab the potential over here. Sintex should definitely look forward towards this market. 2. Price wise selling

Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2.6 to 3.3. Belgaum market has got a huge potential and a definite growth. Sintex should try to utilize the opportunity and grab as much market as possible. 3. Brand wise margin available to retailers

50

110

15 10 10 10

60

15 10 10 10 15

2.6

3.6 3.63.3

3.5

2.83.1

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3

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2.8

0

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120pa

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panc

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R b

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Kave

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a

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46

Inference: This chart shows the brand wise margin available to them. Here it is clearly visible that retailers get a minimum margin in Sintex’s product. Here we can see that margin in any other company is 50% more than that in sintex. This is one of the major reasons why retailers are not interested in selling Sintex’s product. 4. Most preferred tanks according to literage capacity

Inference: This chart shows the percentage selling of each type of tank. This shows that in Davangere market 1000 ltrs tank has got maximum sales. 38% retailers have shown preference for that. 34% of the retailers have shown preference for 500 ltrs tank and 22% were positive for 750ltrs tank. 5. Customer’s preference

Inference : This chart shows the customers preference. This shows that 44% of population looks for price rather than anything else. Here 31% retailers have said that people look for brand rather than price.we can say that people here are brand concious. Therefore we can definitly improve our sales. And 25% have said that people look for both brand and price.

38%

34%

22%

3%3%1000500750200upto 3000

price44%

both25%

brand31%

SINTEX

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Inference : This chart shows the credit available in each brand. This chart reflects that there is no credit available in sintex’s product while at least 15 days of credit is available in each of the other brands. This shows the reason for reduced interest of retailers to sell sintex.

10

5

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BIJAPUR 1. Brands available in Belgaum and their selling.


Nandi pipes

15

Tri dhara 20Ganga sagar

20

Sintex 25Duratank 150Vijay 70Total 300

Overall potential of market = 70’00’ 000ltrs or 2 crore Rs Sintex’s market share is around = 8% or 20 lakh Rs Nearest competitor’s market share = 50% or 1 crore Rs Inference: Sintex’s market share in Bijapur is 8%. Here it is a big market and not that much competitive. As there are only 6 brands available in the market. Sintex still has a huge scope of improving the market share and grab the potential over here. Sintex should definitely look forward towards this market.

Vijay23%

Duratank50%

Tri dhara7% ganga

sagar7%

Sintex8%

Nandi pipes5%

SINTEX

49


Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2.7 to 3.7. Bijapur market has got a huge potential and a definite growth. Sintex should try to utilize the opportunity and grab as much market as possible. 3. Brand wise margin available to retailers


15 20 20

150

70

25

3.12.7 2.7

3.73.5 3.6

0

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Inference: This chart shows the percentage selling of each type of tank. This shows that in Bijapur market 1000 ltrs tank has got maximum sales. 54% retailers have shown preference for that. 31% of the retailers have shown preference for 500 ltrs tank and 15% were positive for 750ltrs tank. 5. Customer’s preference

Inference : This chart shows the customers preference. This shows that 37% of population looks for price rather than anything else. Here 25% retailers have said that people look for brand rather than price. And 38% have said that people look for both brand and price.

54%31%

15%

1000500750

price37%

both38%

brand25%

SINTEX

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Inference : This chart shows the credit available in each brand. This chart reflects that there is no credit available in sintex’s product while at least 15 days of credit is available in each of the other brands. This shows the reason for reduced interest of retailers to sell sintex.

12 12 12

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GULBARGA 1. Brands available in Gulbarga and their selling.


Jal Ganga 10Gangotri 10Kissan 20Godavari 30kangaroo 20Gayatri 10Marc 20sintex 30Total 150

Overall potential of market =36’00’ 000ltrs or 1 to 1.25 crore Rs Sintex’s market share is around = 20% or 20 to 25 lakh Rs Nearest competitor’s market share = 20% or 20 lakh Rs Inference: Sintex’s market share in Gulbarga is 20%. Market seems to be growing. But it is equally competitive also. There are 8 brands in such a small market. This shows that it is tough to grab a high market share here. Sintex should try to improve upon the sales.

Jal ganga7%sintex

20%

kangaroo13%

Gayatri7%

Marc13%

Kissan13%

Godavari20%

Gangotri7%

SINTEX

53


Inference: This chart shows the brandwise selling and price of each brand. We can easily gather from the chart that the maximum selling takes place within a price range of 2. to 3.25. Bijapur market has got a huge potential and a definite growth. Sintex should try to utilize the opportunity and grab as much market as possible. 3. Brand wise margin available to retailers


10 10

20

30

20

10

20

30

2.8 2.82.4

3.25 3.253 3

3.8

0

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SINTEX

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Inference: This chart shows the percentage selling of each type of tank. This shows that in Gulbarga market 1000 ltrs tank has got maximum sales. 40% retailers have shown preference for that. 33% of the retailers have shown preference for 500 ltrs tank and 27% were positive for 750ltrs tank. 5. Customer’s preference

Inference : This chart shows the customers preference. This shows that 72% of population looks for price rather than anything else. Here 14% retailers have said that people look for brand rather than price. And 14% have said that people look for both brand and price.

40%

33%

27%

1000500750

price72%

both14%

brand14%

SINTEX

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Inference : This chart shows the credit available in each brand. This chart reflects that there is no credit available in sintex’s product while 10 to 15 days of credit is available in each of the other brands. This shows the reason for reduced interest of retailers to sell sintex.

12 12 12 1210

1210

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MANUFACTURERS 1. KAVERI WATER TANKS Annual sales = 30 crore Brands = kaveri, ganga kaveri, triveni, natraj, plumber Markt covering = karnataka, tamilnadu, andhra pradesh Products = cylindrical vertical, loft,drums Range = 200 to 10000

Brands Price(Rs) Kaveri 3.3Ganga Kaveri

3.1

triveni 3natraj 3plumber 3

SWOT ANALYSIS: Strength:

1. Brand name: Through effective marketing and promotional media,kaveri has created a big brand name. Its equal to that of sintex and in some places higher than that. kaveri is quite a famous name there.the brand name makes the selling easier. Retailers don’t need to put any extra effort for selling.

2. Market penetration: kaveri is a local brand. So it is well aware of potential markets and potential of the market. They have local people for marketing. As we know that in south they give more preference to local language, therefore the local marketing personel are more helpful in that.

3. Low price: as compared to sintex they offer less prices. This is one of the main reason why kaveri is standing firmly in the market. From a point of view of customer, they offer same quality product with leser price. Thus they become obvious choice for customers.

4. Services: they give different colours on order.generally they produce black and blue tanks only but different colours are available on order. They also provide tanks with different shapes on order.

5. Margin: they offer a high amount of margin to the retailers. This is the main reason why they have maximum no of retailers( 11 out of 25 in banglore). This increases their market coverage.

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Weakness: 1. Manufacturing plant: They have just one maufacturing plant in

banglore.due to this they have to dispatch all the goods from baglore only. This increases their transportation cost.

2. Capacity: they have a range of 200 to 10000 ltrs only. Therefore they cant cover the market for more than 10000ltrs tank.

Opportunities:

1. There are huge opportunities for water tanks in these states. People here genrally prefer plastic tanks than anything else. Kaveri is not doing as good in north karnataka as in south karnataka. Therefore there is huge scope for improvements in sales in this area.

2. Kaveri produces good quality tanks and that too at comparable rates. This makes them the only major competitor of sintex in south india. Due to their huge market penetration their competition with local grands is immaterial.

Threats :

1. Local brands:now many local brands are entering into the business. They offer products at very low prices. This makes the market more competitive.

2. Saturation: the main threat is what will happen when the arket will get saturated. Allready there are so many brands, and with so many companies entering into the market, competition will definitely increase day by day.

2. MPI pvt. Ltd. Brands = MPI, Ganga, Pamba Markt covering = Karnataka, mainly south Products = cylindrical vertical, loft,drums Range = 500 to 5000

Brands Price(Rs) Ganga 3.4MPI 3.2pamba 3

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SWOT ANALYSIS: Strength: .

1. Market penetration: MPI is a local brand. So it is well aware of potential markets and potential of the market. They have local people for marketing. As we know that in south they give more preference to local language, therefore the local marketing personel are more helpful in that.



Weakness:

1. Manufacturing plant: They have just one maufacturing plant in banglore.due to this they have to dispatch all the goods from baglore only. This increases their transportation cost.


3. It is not a big company that can afford the saperate departments for marketing, production etc. It is a small company, therefore there are many capacity and other constraints

Opportunities:

1. There are huge opportunities for water tanks in these states. People here genrally prefer plastic tanks than anything else. MPI is not doing as good in north karnataka as in south karnataka. Only ganga is available in north karnataka.Therefore there is huge scope for improvements in sales in this area.

2. MPI produces good quality tanks and that too at comparable rates. This makes them one of the major competitor company in south india. Due to their low price, they have a major competitive advantage.

Threats :

1. Local brands:now many local brands are entering into the business. They offer products at very low prices. This makes the market more competitive.

2. Saturation: the main threat is what will happen when the arket will get saturated. Allready there are so many brands, and with so many companies entering into the market, competition will definitely increase day by day.

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3. Vijay Water tanks

Brands = vijay,nice Markt covering = Karnataka, mainly north Products = cylindrical vertical, loft Range = 100 to 20000

Brands Price(Rs) Vijay 3.3Nice 3.0

SWOT ANALYSIS: Strength: .

1. Market penetration: Vijay is a local brand. So it is well aware of potential markets and potential of the market. They have local people for marketing. As we know that in south they give more preference to local language, therefore the local marketing personel are more helpful in that.



4. Vijay is already into the business of tyre manufacturing. So it has already got the brand name(as far as local market is concerned). So it was not tough foe vijay to enter into the market.

5. Colour:Vijay produces man types of colours i.e. black, blue, pink, grey, white, yellow,etc. This is one of their major advanvantage.

Weakness:

1. Manufacturing plant: They have just one maufacturing plant in Bijapur. Due to this they have to dispatch all the goods from bijapur only. This increases their transportation cost.


3. It is not a big company that can afford the saperate departments for marketing, production etc. It is a small company, therefore there are many capacity and other constraints

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60

Opportunities:

1. There are huge opportunities for water tanks in these states. People here genrally prefer plastic tanks than anything else. Vijay is not doing as good in south karnataka as in north karnataka.Therefore there is huge scope for improvements in sales in this area.

2. Vijay produces good quality tanks and that too at comparable rates. This makes them one of the major competitor company in north india. Due to their low price, they have a major competitive advantage.

Threats :

1. Local brands:Now many local brands are entering into the business. They offer products at very low prices. This makes the market more competitive.

2. Saturation: The main threat is what will happen when the arket will get saturated. Allready there are so many brands, and with so many companies entering into the market, competition will definitely increase day by day.

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CONCLUSION

SINTEX

62

1. Sintex’s market share in overall karnataka comes out to be 30%.it s a good

proportion but being a national company, sintex should definitely improve upon it. We would get a clear picture when we look at the indivadual market share of each city

a. Banglore: Here sintex’s market share is around 32%. But there is another

competitor whose market share is 37%. This shows that somewhere sintex is laging. Here sintex should definitely look upto a higher proportion in the market.

b. Mysore: Here sintex’s share is 19%. Here sintex is not a market leader. But

we can see that many new companies are entering into the market with low prices. Sintex should look into this matter seriously.

c. Manglore: Here sintex’s share is 45%. Here sintex is a market leader. But we

can see that many new companies are entering into the market with low prices.there are almost 10 companies in the market.this shows that how much competitive the market would be. Sintex should look into this matter seriously. And try to keep up this share.

d. Davangere: Here sintex’s share is 48%. Here the market is small and yet to

be explored. Here company can enjoy the leadership, but should be aware of the fact that sooner or later the local companies would definitely try to enter and grab the market.

e. Bellary: Here sintex’s share is 60%. It is very good proportion. Here market

seems to be growing fast. We can see that many local companies are entering into the business. So company should take care about that.

f. Hubli: Here sintex’s share is 8%. It is extermely poor proportion. We can see

that there are 3 companies having better proportion than that. Here we can see that there are total 16 brands available in the market. Threfore we can say that it is highly competitive market. Sintex should definitely take some steps to increase it.

g. Dharwad: Here sintex’s share is 0%there was no retailer selling sintex tank in

dharwad. h. Belgaum: Here sintex’s share is 30%. Here sintex is a market leader. But we

can see that many new companies are entering into the market with low prices.There are almost 12companies in the market.this shows that how much competitive the market would be. Sintex should look into this matter seriously. And try to keep up this share.

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63

i. Bijapur: Here sintex’s share is 27%. It is quite low when the competitor company takes 40% of the market.here market seems to be growing. And sintex should definitely work towards increasing the market share.

j. Gulbarga: here sintex’s share is 20%. The market is not that big but have a

lot of competition. Market seems to be growing at a slow pace. Sintex should definitely improve upon its market share here.

price 70 brand 13 both 27

3. The most prefered price range here is 3 to 3.25. maximum selling occurs in

this range only.second good observation is that 63% population looks for price rather than anything else.this shows that company should promote the RENO brand here which comes in this range.

1000 103 500 52 750 40 2000 17 200 3 5000 1

20008%

50024%

2001%

75019%

50000%

100048%

price63%

brand12%

both25%

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4. In this region the most running model according to literage capacity is 1000 ltrs.48% of the retailers have said that 1000 ltrs is most selling model. Next most running model is that of 500 ltrs with 24% retailers giving preference to it.

5. Sintex offers lowest margin when compared with other competitive companies. This is the main reason why retailers don’t prefer to sell sintex’s tanks. They get at least 50% more margin in any other brand than in sintex.

6. Sintex does not offer any guarantee or warranty to the customers.guarantee

is only a selling gimmick, but it definitely affects the customers mindset. And thus increases the sales of the company.

7. Credit system: the company does not provide any credit to its distributers or

retailers. All other companies provide it for 15 to 90 days.This is the reason that increases retailers interest in selling that companies product.

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65

RECOMMENDATIONS

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1. Promote RENO: As we have seen in the conclusion that maximum selling occurs in a price range of 3 to 3.25. so I think that sintex should promote its RENO brand here. This will increase the overall selling. 2. Distribution channel: We have got very few distributers in karnataka. We should increase the no of distributers in each city. Like wise our no of retailers is also less. We can see that kaveri has almost 12 to 15 retailers in banglore, and that too in the main market. A the no of retailers increase the reach to the consumer also increases. Therefore we should concentrate on increasing the no of retailers. 3. Advertising: After visiting the whole state I found that each n avery brand have their advertisements at POP. And I could not find a single one of sintex. So sintex should start the advertising at POP.the best option would be to give name boards to retailers of sintex. It should be in the same way as that done by Pepsi and coke. The whole board should contain sintex’s , and the owner’s name in small letter. 4. Service: Many companies have their professionals who repairs the tanks at the consumers place, if there is any defect. So we can see that the sintex does not provide any guarantee or warranty. So it should at least give this kind of facility. By this the customer would feel more secure and this would neutralise the cmpetitors main advantage. 5. Seasonal business: There is a definite season, most probably summers, when the seeling gets double. This is the time when we should increase the advertisements. We can also introduce some schemes during this period. So that the retailers have some motivation to sell our product. 6. Lids: There is a high demand for extra lids. I have personally seen people asking for lids only. So this is a kind of after sales service uu are providing to consumers. Sintex should definitely provide them. 7. Quality of lids: Many ditributers suggested me that the quality of tanks was not at all par with that of tanks. So sintex should manufacture the lids of same quality as that of tanks. 8. Screwed lids: Sometimes the joint between the tank and the lid gets corrosion and thens breaks up. So a much better option to that to that is screwed lids. Sintex should launch a new type of tank with screwed lids. This would be a new and innovative product. And it definitely grab some of the market.

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9. Storage: Sintex should at least have one godown in eachn district head. Sintex should make the criteria for distributers to have a minimum storage capacity godown. By this the lead time would reduce and consumers have greater availability. 10. House Of Sintex: Sintex produces almost 50 types of products. Consumers just know about sintex’s water torage tanks. Consumers don’t know about sintex’s other products. But during these years sintex has created a huge brand name for itself. Now its time to cash it upon. My idea is to start the chain of retail shops on the name of “HOUSE OF SINTEX”. Starting from major cities only where the sales exseeds 1 crore Rs. And then expanding it slowly in other cities also. According to my estimate it would cost the company around 20 lakh Rs per shop. But when we look at the incremental sales we would at least get an extra 10 lakh of profit per year. So the payback period comes out to be 2 years. Major points. 1. By this the customers who are brand concious, will directly come to the

sintex’s shop. Generally retailers do their mindwash to purchase the particular brand. Tis would reduce drastically. And the sales of sintex would increase.

2. There would be a better control on the price. If sintex shop sells particular tank at a particular price, all the retailers wouyld have to sell it at that price.

3. There would be a better control on local market and duplication would reduce.

4. The intermidiaries would reduce. Therefore all the intermediate commission would add up to sintex’s profit. This would increase sintex’s profit.

5. By this it would be in direct reach to the consumers. Threfore it can understand the the mentality of comsumers and their needs.

6. Sintex would be able to sell all the products from same platform. This would give a major boost to their selling. People visiting here would come to know about sintex’s other products as well.

7. Not only this much, this would be a perfect platform for introducing their new and innovative products. So there would be a saving in advertising cost.

So we can say that this is the ultimate solution to all the problems of sintex. If sintex want to do something new in the market and want to increase their profit drastically, this is the only option for them.

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APPENDICES

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QUESTIONNAIRE - 1 Name - _______________________________ Address - _____________________________ _____________________________ Ph. No. - _____________________________

General Information

1) From how many years you are in this business? i) 0 – 5 years

ii) 5 – 10 years

iii) 10 – 20 years

iv) 20 and above

2) How many brands of water tanks do you have and which products are available in them?

Tanks Brands

Loft CylindricalVertical

CylindricalHorizontal

Underground

Drums

ISI

2) Kindly mention brand wise lifting, selling, margin and lead-time.

Brand Lifting Selling Price (Per liter)

Margin (from options)

Lead time

Options for 3. i) 0 – 5 paisa ii) 5 – 10 paisa iii) 10 – 15 paisa iv) 15 – 20 paisa v) 20 paisa and above

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4) According to literage capacity which is the most running model? i) _______________ ii) _______________ iii) _______________ iv) _______________

5) Out of total sales what is the percentage of quantity sold of following tank types? Loft_________________ Drums_______________ ISI_______________ Cylindrical vertical_____________ Cylindrical horizontal_____________ 6) What is the competitive advantage and problems of each brand?

Brands Advantage / Strength Problems

7) Please rank the brands according to weight and shine?

Customer Focus 8) Rank the customers’ preference criteria?

i) Brand ii) Price. iii) Finishing iv) Weight v) Availability

Brands weight

Brands Shine

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a) If brand, then rank the brands according to customers preference? i) __________________ ii) __________________ iii) __________________ iv) __________________

b) Do the customers switch over to other brand if the preferred brand is not available ? Yes No c) Do the customers switch over to other brand if price is high? Yes No d) Which price range is most preferred by the customers ?

____________________________________________

9) Do you recommend customers to purchase any particular brand? Yes No 10) If yes, then why?

i) Higher margin. ii) Better quality. iii) Company support. iv) If others please specify__________

11) Do customers prefer coloured tanks? If yes, then which colours are

demanded?

_________________________________________________________

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Advertising and Promotional activities 12) Mention which promotional activities are undertaken by the companies.

13) What is the frequency of dealer’s meet of each company?

14) What type of company support do you get?

i) Credit availability

ii) Advertisement support / Road shows

iii) Seminars / Meetings

iv) If others please specify__________________________________

Facility provided by company to retailers

15) Mention the schemes provided by the company?

16) Mention the different products developed by different companies?

Company Road show

Discount Guarantee Gifts Schemes Others

Company Frequency per year

Company Scheme name Description Core benefit

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Company Product feature

17) What type of company support do you expect?

_________________________________________________________ _________________________________________________________

QUESTIONNAIRE - 2

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Company Name : ___________________________ Contact Person _____________________________ Address : __________________________________ __________________________________ Designation ________________________________ Phone No.: ________________________________

-: GENERAL INFORMATION :-

Name or Owner : _________________________________ Plant Location : _____________________________ Time of Starting Business : 0 –5 Years 5 – 10 Years 10 – 15 Years 15 – 20 Years Types of Unit : Partnership Proprietorship Pvt. Ltd. Public Ltd. H.U.F.

-: PRODUCTION INFORMATION :-

BRAND NAME

PRODUCTION CAPACITY

RANGE COLOUR AVALABLE

PRODUCT TYPES

ISI

Options for production types: (i) Loft tank (ii) Cylindrical Vertical (iii) Cylindrical Horizontal (iv) Drums (v) Underground Tank (vi) Chemical Tank. Production Capacity

DISCRIPTION In Rs.. In Litres Remarks

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Production Capacity Capacity Utilization State Selling price per liter available in overhead tanks : BRANDS 1 LAYERED 2

LAYERED 3

LAYERED 4

LAYERED ISI

Loft tank Cylindrical tank

Brand Manufacture in water storage tank and their price :

Brand Distributor Price Dealer Price Freight Tax

-: LOGISTIC APPROACH :-

Distribution Channel Type :

Company Distributor Retailers Direct retailers If Other, Specify: ___________________________________

Mode of Transportation : (i) Own Truck (How much : _______ ) (ii) Contract Base ( Name :___________________________ )

Loading Capacity per Truck : _____________________ Truck : _______________________________________ Fright Schedule :

CHARGE CommentsDESTINATION ( In Km.) Per Km. Fix Other

Less than 100 100 – 200

200 - 300

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300 and above

-: MARKET OVERVIEW:-

Major Competitor:

Name Of Company Brand Name Price per liter Sales Rank Market Presence :

(i) Number of Distributors : _____ (ii) No. of State : ______ (iii) No. of Retailers : ______

Overall Market Scenario :

Description Status Overall Potential Of Market

Tapped Market Un-Tapped Market

-: MARKETING STRATEGY :-

Promotional activities undertaken by your company : (i) Newspaper (ii) Local cable ads (iii) Yellow Pages (iv) Catalogues (v) Schemes

Competitive advantages of the company:

(i) Price (ii) Promotional Schemes (iii) Sales force (iv) Guarantee (v) Availability

Top Three Most selling tanks as per Literage Capacity (i)____________________ (ii)____________________

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(iii)___________________ Current Scheme to grab the market and Planning for Future Scheme:

Scheme Name Description Of Scheme Core Benefit Validity Product Special Feature: Features Recent Product Development Future Product Development Plan

Policy to increase Market share and Increase Market from Current Network:

Product Price Place

Dispatch System: (i) Direct Factory (ii) Own Warehouse (iii) Rented Place

Documents

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