CHAPTER 1
INTRODUCTION
1
1.1 Indian industry
Among mattresses, rubberized coir and foam mattresses have the large share of the
market. Currently, the global annual production of coir fiber is about 350000 metric
tons, out of which 90% is produced in India & Sri lanka though underutilized.
Traditional uses for the resilient and durable coir fiber include rope and twine, brooms
and brushes, doormats, rugs, mattresses and other upholstery, often in the form of
rubberized coir pads. In the1980s and 90s, global exports of coir fiber fell by almost
half, as western consumers shifted to synthetic foam and fibers. They exports from
this industry are around Rs 70 Crore. Coconut husk is used is the basic raw material
for coir products.
As regards, foam mattresses, the most important ingredient for the production of the
same is POLYOL+ ISOCYANATE+ CATALYSTS+ SURFACTANTS+ BOWLING
AGENTS = POLYURETHANE FOAM. Chemicals are being imported and easily
available in the market. Depending on the type of Poyol and Isocyanate used the
generated foam exhibits different properties vis-à-vis different types of mattresses.
India will consume 1 kg of Polyurethane (PU) per capita by 2020 at 1200000 tpa.
Current per capita consumption in India is about 200 grams. In the last few years PU
has grown at over 15% annum, and is expected to continue to be robust at an average
rate of 15%. PU consumption in2012 could reach more than 350,000 tons and could
possibly touch 400,000 tons.
India has a population of over one billion people, of which it is estimated less than
10% sleeps on a foam based mattress. Hence there exists a good growth potential
growth for PU foams in India. However, the dominance of natural bedding products,
at times subsidized or protected by import duties on substitute materials, has also
hindered the market penetration of PU foams at times. The Indian bedding market is
substantial and dominated by low cost coir (coconut fibre), latex and cotton
mattresses, but people are increasingly looking to upgrade to higher quality products
made from or incorporating PU foam.
Foam Mattresses
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Total market size of foam mattresses in India is around 300 crores per annum. 30
crores is MM foam with Rubber foam. Other local players in Rubber foam sell around
200 crores. Balance is PU FOAM mattresses. Major market is unorganized and foam
sheets getting converted to mattresses at dealer counter. Huge institutional demand for
foam mattresses with Rexene in Hospital segment and Rexene is stitched locally.
Major player in branded segent of PU Foam mattresses is M/s Sleepwell with
turnover of around 50 crores per annum.
Furniture & Furnishing
The furniture industry in India is considered as a “non-organized” sector, with
handicraft production accounts for about 85% of the furniture production in India.
The furniture sector in India only makes a marginal contribution to the formation of
GDP, representing just a small percentage (about 0.5%). As per the quick estimates of
Index of industrial Production and Use-based Index for the month of April, 2010, the
industry group ‘Wood & Wood Products; Furnitures & Fixtures’ have shown a
negative growth of 16.6% which gives us further opportunity to expand ourselves into
this extreme too
1.2 SHEELA FOAMS
Founded in 1972, Sheela Foam Pvt. Ltd. an ISO 9001:2000 company, pioneered the
manufacturing of P.U. Foam in India. Today, ranked amongst the top 5 manufacturers
of Slabstock P.U. Foam in South East Asia with a footprint in India and Australia.
This has been achieved by the relentless focus on quality, innovation and continual
improvement. Over the last 30 years it made giant strides not only in manufacturing
capabilities but also in its methods of testing & ensuring quality.
In India,the company 10 manufacturing units using the state-of-the-art technology at
strategic locations across the country. They serve a wide spectrum of customers in a
fast and economical manner through a distribution network of over 70 distributors and
3000 dealers. A combination of manufacturing excellence and distribution network
has enabled it to get over 40% of the Indian P.U. Foam market share.
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In Australia it has 5 manufacturing units. These are located in five major cities i.e.
Adelaide, Brisbane, Melbourne, Perth and Sydney which enables it to service
effectively.
Sheela Foam’s Sleepwell and Feather Foam brands are leading and most trusted
names in home comfort products and industrial foam respectively in India. In
Australia, the name of Joyce also signifies quality and is a reputed brand.
In addition to standard P.U. Foam, it manufactures a wide variety of Technical Foams
i.e. Memory, Flame Retardant, High Resilience, Reticulated, etc.Rubberised coir pads
manufactured by it are used in its comfort products and are also exported to various
countries.
As a leader in the P.U. Foam industry in India, the corporate sights of Sheela Foam
are set far beyond the borders of the country. Today, Sheela Foam is busy looking at
issues from a global perspective - busy assimilating and amalgamating new
opportunities for collaborations / partnerships and acquisitions worldwide; busy with
the task of ushering for the country and the future generations, a quality of life they’d
love to cherish; busy with a mission and a crusade.
And that’s something an industry leader, Sheela Foam is quite used to putting
into practice.
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O U R Q U A L I T Y P O L I C Y
"We are committed to provide complete
Customer Satisfaction through Continual
Improvement by Consistent Adherence
to our Quality System and Standards."
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Year/Period Milestones
1972 Founded as a small unit by Mrs. Sheela Gautam, Chairperson.
1985 Extended operations to NOIDA, a Satellite town of Delhi.
Till 1991 Growth was slow but steady as Government of India controlled imports of
raw material.
1991 The first "state-of-the-art" Maxfoam plant was set up near Delhi.
1993 onwards Process of liberalization started in the country and Sheela Group
began rapid expansion.
1994 Acquisition of a full fledged plant near Delhi.
1994 "Sleepwell" brand launched.
1996 - 97 Two more units added - 1st at Silvassa, near Mumbai and 2nd at Hyderabad
in Andhra Pradesh
1997 - 98 Introduced Rubberized Coir products under "Starlite" Brand.
1998 - 99 Tie - ups with Serta, US and Dunlopillo, UK for manufacturing mattresses.
2001 Set - up India's largest P.U. Foam producing plant at Greater Noida.
2001 Merged "Starlite" & "Sleepwell" brands to have all comfort products under one
brand.
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2002 Expanded operations in North from a plant at Rajpura, Punjab.
2003 Set - up a manufacturing unit at Sikkim.
2004 Set - up a plant for production of Rubberized Coir in North India.
2005 Acquired Polyurethane & Polystyrene business of Joyce, Australia
2006 Entered into a Joint Venture with Woodbridge Group, Canada for manufacturing
moulded P.U. Foam - Auto components.
2008-09 (refers to financial year, April 1 to March 31), Sheela Foam (the
consolidated entity) reported a net profit of Rs.209.6 million (Rs.189.8 million in
2007-08) on a total operating income of Rs.6.53 billion (Rs.5.97 billion).
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O U R V I S I O N
We will continue to be recognised
As a leading organisation in quality comfort products
While practicing values of integrity, reliability, pro-activity & transparency
To do business with a smile for customer delight
And a commitment to society
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1.3 THE MANAGEMENT
Sheela Gautam – Founder & ChairpersonAn avid entrepreneur, seasoned politician, renowned social worker
& philanthropist, Mrs. Sheela Gautam, has a multifaceted
personality. Born in a family of freedom fighters and diplomats in
1931, she completed her graduation with an additional degree in
education. She founded Sheela Foam in 1971 and has been actively
involved in growing the organisation for two decades before moving
into active politics.
A prominent figure in Indian Politics, she was elected to the Member
of Parliament (Lok Sabha), for four consecutive terms. She has also
been a member of several Consultative Committees formed by the
Government of India like Health & Family Welfare, Railways,
Public Undertakings, Communications, Petroleum & Natural Gas,
Empowerment of Women etc. to name a few.
As the Chairperson of Sheela Group, she continues to be the mentor
and guiding factor for the organization.
Rahul Gautam – Managing Director
Mr. Rahul Gautam is the Managing Director of Sheela Foam, India
and Chairman of Joyce Pty Ltd., Australia. A Chemical Engineer
from IIT, Kanpur with Masters Degree in Chemical Engineering
from Polytechnic Institute of New York, USA, Mr. Gautam
personally looks after the Group’s Finance, JVs and Acquisitions.
With his vision, intense zeal and highly focused approach Sheela
Foam has not only achieved enviable growth in the past, but also
pushing itself to scale greater heights. Under his stewardship, in
2005, Sheela Foam acquired the business of Polyurethane Foam &
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Polystyrene of M/s. Joyce Foam, Australia, entered into joint
ventures with M/s. Woodbridge group, Canada and A.H. Beard,
Australia in 2006 & 2008 respectively. Woodbridge is the largest
manufacturer of moulded P.U. Foam products for automotive
industry in the world and A.H. Beard is leader in Bedding Industry.
Rahul Gautam is also the Chairman of Polyurethane Association
of India. Under his dynamic leadership, the first Polyurethane
Summit 'PUTECH-2005' was successfully held in October ’05 and
subsequently in March ’08 in India.
He enjoys Out-door sports, Reading Books on Management &
Philosophy, Listening to Indian Classical Instrumental music and
Supporting educational activities.
Namita Gautam – Director HR
A professionally qualified and experienced Human Resource Specialist
with extensive knowledge and skills in Training and Development, Project
Management, Media and Communication, Mrs. Namita Gautam is the
Director-HR of Sheela Foam.
With a background in Corporate Law, Mrs. Gautam is actively involved in
family business since 1984 and is now looking after a thousand and above
work force of Sheela Group. Her leadership and organizational capabilities
has been a key driver for Sheela Foam`s success story.
A hardcore humanist, Mrs. Gautam is also the Managing Trustee of
'Sleepwell Foundation' - a charitable organization working under the aegis
of Sheela Foam. Sleepwell Foundation is actively involved in various
community development programmes in the filed of sleep, health &
education.
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Mrs. Namita Gautam has been associated with FICCI Ladies Organisation
(FLO) since 1991, she served the organisation in the capacity of Treasurer,
Vice President and National President. FLO, a national forum for Women,
is an allied body of the Federation of Indian Chambers of Commerce and
Industry (FICCI) – one of the apex organizations of Industry and Trade in
the country.
She is a Paul Harris Fellow Rotarian of Rotary Club of Delhi Main for the
last 10 years. An ardent admirer of arts, culture & traditions, she is actively
associated with 'Samagam' – a cultural organization. She is also member of
Global League of Women & All India Kitchen Garden Association.
Rakesh Chahar – CEO Sleepwell
Having a bachelor's degree from Delhi University, Mr. Chahar has
more than 20 years experience in designing and marketing of P.U.
Foam products. A strong believer in team work, he overseas the
sales & marketing of 'Sleepwell' brand mattresses, cushions, pillows,
and foam sheets through a network of over 70 distributors, 3000
dealers and several exclusive showrooms in India.
During his tenure, the Company’s flagship brand 'Sleepwell'
emerged as the most popular Indian brand in home comfort
products.
Mr. Chahar’s expertise lies in understanding the customer needs and
quickly responding to it.
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Ravindra Sharma – CEO (East, West & South)
A Post Graduate with degree in Law, Mr. Ravindra Sharma is
looking after the Sheela Foam operations in East, West & South
India. A great visionary and think-tank, Mr. Sharma helped the
organization to set up several manufacturing units across India, to
cater to the growing needs of foam. Today, these plants have broken
several old records of production & sales.
Mr. Sharma strongly believes in continual improvement, automation
and optimization of resources, so that customer gets a good product
at reasonable rate
.
He is far away from fancy & frills and his simplicity is his beauty.
Tushaar Gautam – Director
Tushaar Gautam, the youngest member in the Board of Sheela
Group is son of Mr. Rahul Gautam. Born in 1978, Tushaar is a
Science Graduate in Industrial Engg. & Management from Purdue
University, USA and heads the Research & Development Division
Extremely motivated and an eager learner, he possesses leadership
qualities and strongly believe in teamwork. A highly qualified and
dedicated team of engineers & technicians are working with him in
R&D.
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1.4 PRODUCTS
Export products
Standard Foam
Grades & Specifications
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Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 50% compression)
Resilience Applicable
Standards
Typical Uses
Low Density Range510 10+1 175 - 215 30% min. IS-7888
ASTMD: 3574
General Purpose
Packaging
515 15+1 215 - 235 30% min. IS-7888
ASTMD: 3574
Quilting and General
Purpose Uses
Medium Density Range523 23+1 275 - 315 35% min. IS-7888
IS-7933
ASTMD:3574
Upholstery
Garments
Mattress Overlays
528 28+1 314 - 334 35% min. IS-7888
IS-7933
ASTMD:3574
Cushioning and Mattress
Application
532 32+2 295 - 335 35% min. IS-7888
IS-7933
ASTMD:3574
Upholstery
Garments
Mattress Overlays
High Density Range540 40+2 350 - 390 40% min. IS-7888
IS-7933
ASTMD:3574
Cushioning and Mattress
Application
550 50+2 370 - 415 45% min. IS-7888
IS-7933
ASTMD:3574
Cushioning and Mattress
Application
Major ApplicationsCushioning Household articles Toys etc.
Soft Foam
These are polyether based polyurethane foams, made with extra
softness for specific comfort applications.
Grades & Specifications
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Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 50%
compression)
Resilience Applicable
Standards
Typical Uses
515 Soft 15+1 118 - 135 40% min. IS-7888
ASTMD: 3574
Quilting and Mattress
Overlays
521 Soft 21+1 118 - 135 40% min. IS-7888
ASTMD: 3574
Pillows, Mattress Overlays,
Quilting
530 Soft 30+1 125 - 165 40% min. IS-7888
ASTMD: 3574
Sofa Seat Cushions,
Arm and Back Rest.
Major ApplicationsPillows Quilting Top lining in sofas, Mattress overlays etc.
Hard Foam
These are polyether based polyurethane foams with an
increased hardness range, ideal for application in areas where
additional support is required. The foam can be die-cut, milled
and laminated with other fabrics.
Grades & Specifications
Polyester Foam
Grades & Specifications
15
Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 35% compression)
Applicable
Standards
Typical Uses
523 Hard 23+1 735 - 800 IS-7888
ASTMD: 3574
Laminated Fabric for
Shoe Industry, Shoe Shiner
560 Hard 60+3 735 - 800 IS-7888
ASTMD: 3574
Laminated Fabric for
Shoe Industry
536 Hard 36+2 At 16% compression
900 - 950
IS-7888
ASTMD: 3574
For Sunvisors in Auto
Industry
Major ApplicationsMid-sole of shoes Shoe uppers Automobiles parts etc.
Flame Retardant Foam
These foams are made with additives that not only slow
down the fire but also get it self-extinguished. These foams
are available in polyether as well as polyester based. They
are designed to meet specific applications where the fire
retardant property of the foam is of utmost importance. They
can be profiled , milled , felted , laminated etc.
Grades & Specifications
16
Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 40%
compression)
PPI
(pores/inch)
Applicable
Standards
Uses
PY 521 21+1 140 min. 70+10 ISO:845
ISO:3386
IS:7888
General Purpose,
Textile Lamination
PY 523 23+1 150 min. 90+10 ISO:845
ISO:3386
ISO:7888
Packaging Interlining,
Shoulder Pad, Flame Lamination
PY 530 30+1 170 min. 70+10 IS:845
ISO:3386
ISO:7888
General Purpose, Industrial
Application, Vibration
Dampening
PY 535 35+2 170 min. 75+10 ISO:845
ISO:3386
ISO:7888
Industrial Washers, Gaskets,
Protective Packaging
Major ApplicationsSound absorption Flame lamination Padding Sealing Thermal insulation packaging etc.
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Grade Nominal
Density
(kg/m3)
Hardness 'N'
(at 50%
compression)
Resilience Applicable
Standards
Typical Uses
Polyether Based Foam523FR 23+1 180 - 220 28% min. Meets flammability
requirement of IS-7888,
MVSS-302
Automobile Seat Covers, Mattress
528FR 28+1 162 - 200 40% min. Meets flammability
requirement of IS-7888,
MVSS-302
Furniture Cushioning, Transport
Seating
532FR
UL
32+2 260 - 300 42% min. Meets flammability
requirement of IS-7888,
BS-5852 (Crib-5)
California, Test Bulletin
117, UL-94 MVSS-302
Automotive Applications, Transport
Seating Acoustic Application, Mattress,
Thermal Insulation of wires Harness In
Automobiles
535FR 35+2 110 - 150 50% min. Meets flammability
requirement of IS-7888,
MVSS-302
Heavy duty Seating Mattress
550FR 50+2 340 - 400 44% min. Meets flammability
requirement of IS-7888,
MVSS-302
NES-713, CA-117,
NCD-1407
Specific Upholstery Seat for Naval
Ships, Heavy Duty Seating Mattresses
Polyester Based FoamPY528FR28+2 140 min 70+10 Meets flammability
requirement of IS-
7888, MVSS-302
Acoustic Applicatins, Flame
Lamination
PY532FR32+2 140 min 70+10 Meets flammability
requirement of IS-
7888, MVSS-302
Acoustic Applicatins, Flame
Lamination
Major ApplicationsFurniture Cushioning Mattress Lamination for automobile, transport industry etc.
High Resillence Foam
These foams have a resilience of greater than 45%, which
indicates good recovery and ultimate comfort. This is the
only foam in cushioning which has properties that are close
to or are better than Natural Latex
High Resilence foam is used all over the world to create high
quality bedding and furniture.
Grades & Specifications
Viscoform
Viscoform has a ball rebound resilience value of less than 20%, as
compared to 35% of Conventional foam. Viscoform is ideal for
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Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 40% compression)
Resilience Applicable
Standards
Typical Uses
28HR 28+1 50 - 70 55% min. IS-7888,
ASTMD:3574
Mattress Overlays
Bed Rest, Soft Bags
Furniture Cushioning
32HR 32+1 80 - 100 50% min. IS-7888,
ASTMD:3574
Mattress Overlays
Bed Rest, Soft Bags
Furniture Cushioning
35HR 35+2 170 - 230 45% min. IS-7888,
ASTMD:3574Firm Seating
60HR 60+2 130 - 170 48% min. IS-7888,
ASTMD:3574
Commercial Seating
Transport Seating
Mattresses
Major ApplicationsHigh Quality Bedding Furniture
body contact products as it provides an even pressure distribution,
assisting the flow of blood and significantly reducing the risk of
pressure sores whilst greatly increasing comfort levels.
Slow Recovery Foam was initially developed by NASA for
astronauts, to negate the effects of loss of gravity, while in space.
Grades & Specifications
UV Stable Foam
Most Polyurethane foams have a poor stability to light. the paling
(or yellowing) of foam is due to oxidation which is caused by
combined action of oxygen and light, especially UV light.
UV Stable Foam has high stability to light, obtained by means of
specialadditives.
All our grades of foam can be made UV Stable based on
requirement.
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Grade Comfort Factor Hardness at 40% Resilience Typical Uses
VR 52/50 1.8 5+1.5 Kgf at 22oC 10%+2% at 22oC min. Seat Cushion Overlay
Bedding Overlay
VR 85/70 2.2 7+1.5 Kgf at 22oC 5%+2% at 22oC min. Seat Cushion Overlay
Bedding Overlay
Major ApplicationsMattress Overlay Medical Mattress
Reticulated Foam
These are available in Polyester & Polyether and have 100% open cells made by
the thermal reticulation process. These foams are ideal for filtration and pre-
filtration. Polyester based Reticulated Foams are stable with organic chemicals
like petroleum products, oils etc. They can thus be used effectively to mop up
and filter organic chemicals
Similarly, polyether based Reticulated Foams are not affected by water and are
thus ideal for water filtration. These foams can be saw-cut, milled, glued and die-
cut.
Grades & Specifications
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Evaluating Resistance To Light
Resistance to light is evaluated with a Weatherometer and is expressed in terms of
the number of hours of exposure to the Xenon lamp that is necessary to reach a
certain degradation or color fading. The number of hours may also be given by a
blue scale index from 1 to 8. Our UV Stable foams present a high blue scale index
and is also thermally stable.
Major Applications
•Decoration •Clothing •Sports shoe •Inner wears etc.
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Grade Nominal Density
(kg/m3)
PPI
(pores/inch)
Applicable Standards Uses
Polyester Based Foam528 R-20 28+1 28+8 IS-7888
ISO:3386
ISO-1798
Air & Liquid Filtration,
Speaker, Grills
528 R-30 28+1 30+5 IS-7888
ISO:3386
ISO-1798
Air & Liquid Filtration,
Speaker, Grills
528 R-45 28+1 45+10 IS-7888
ISO:3386
ISO-1798
Air Filtration and
Filtration of liquid
Petroleum Products
528 R-60 28+1 60+10 IS-7888
ISO:3386
ISO-1798
Air Filtration and
Filtration of liquid
Petroleum Products
528 R-80 28+1 80+10 IS-7888
ISO:3386
ISO-1798
Air Filtration and
Filtration of liquid
Petroleum Products
528 R-90 28+1 90+10 IS-7888
ISO:3386
ISO-1798
Air Filtration and
Filtration of liquid
Petroleum Products
Polyether Based Foam520 R-11 20+1 11+4 IS-7888
ISO:3386
ISO-1798
Water Filtration
520 R-20 20+1 20+5 IS-7888
ISO:3386
ISO-1798
Water Filtration
520 R-30 20+1 30+5 IS-7888
ISO:3386
ISO-1798
Water Filtration
520 R-40 20+1 40+10 IS-7888
ISO:3386
ISO-1798
Water Filtration
Major Applications
Filtration and pre-filtration of air in automotive industry
Acoustic Absorption Foam
These forms are speciallt made for special application wherein fire retardancy
and sound absorption characteristics are required. The foam has NRC (Noise
Reduction Co-efficient) value of 0.8. This can be easily glued to other material
such as non-woven fabric., glass fiber, sun mica, gypsum sheet etc. by means of
glue. This foam can also be supplied in profiled sheet form.
Grades & Specifications
Antistatic Foam
Antistatic Foams assure adequate electrostatic discharge
protection by making the foam electrically conductive. It is
made of soft Antistatic Polyether, which offers maximum
protection against shocks and vibration. It does not
accumulate electrical charge to a high electrical potential,
instead allows dissipation of generated charges.
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Grade Nominal Density
(kg/m3)
Applicable Standards Uses
30 FRUL Grey 30+1 UL 94 Sound Insulation of Building Walls,
Sandwiched Panel, DG Set Canopies,
Consoles etc.
VR 45-100FR 45+2 UL 94 Sound Insulation of Building Walls,
Sandwiched Panel, DG Set Canopies,
Consoles etc.
Major Applications
For sound absorption in theaters, public rooms, electronic data processing industries,
automotive engine testing rooms, aeronautical and transport industry.
These foams can be die-cut so that foam surface fits perfectly
around the item, to be packed and transported.
Grades & Specifications
Home products
Back support range
Durafirm Spine Care Flexi Coir
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Grade Nominal Density
(kg/m3)
Hardness 'N'
(at 25%
compression)
Volume resistivity
(ohm-m3)
Surface resistivity
(ohm-m2)
Applicable
Standards
STAT 523 23+1 80 - 120 < 5 x 1012 < 1 x 1012 ISO:845
ISO:2439B
ASTMD:257
STAT 528 28+1 90 - 130 < 5 x 1012 < 1.5 x 1012 ISO:845
ISO:2439B
ASTMD:257
Major Applications
Packaging and transportation of light items such as printed circuit boards, semi
conductors, electronic goods, cameras etc.
Some of the unique advantages of these Sleepwell Mattresses are - 1) Designed
specially to offer orthopedically correct posture and comfort to back and spine. 2)
Unique combination of Coir and Super Bond inner core. 3) Provides additional
support to your back, thereby relieving backaches. 4) Comes with five year
Guarantee*. 5) Available in: 4" thickness. 6) 3-Way Anti-Sag Comfort-Action
Technology is applicable for this model
Durafirm Flexi Puf
A range that offers maximum support to your back and keeps the spine healthy. Some
of the unique advantages of these Sleepwell Mattresses are - 1) For superior comfort
and orthopedically correct firm support. 2) Made from Super Bond Flexi PUF. 3)
Quilted with premium jacquard fabric. 4) Comes with five year Guarantee*. 5)
Available in: 4", 5" & 6" thickness.
Premium range
Impression (REJUVENATE EVERYDAY)
Some of the unique advantages of these Sleepwell Mattresses are - 1) Based on
NASA's Visco Elastic Temperature Sensitive Material. 2) Senses and shapes itself to
your body. 3) Reduces overall pressure placed on body joints. 4) Beats stress and
fatigue, enhances deep sleep. 5) Improves blood circulation for good health and well
bring. 6) Premium fabric cover and quilting for plush international feel. 7) 10 years
guarantee*. 8) Available in 2 models: Regal 6” and Majesty 8” thickness
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Latex Plus (BOUNCE BACK TO LIFE)
Some of the unique advantages of these Sleepwell Mattresses are - 1) Made from
Latex Plus technology for superior bounce. 2) Resilience matched with natural latex
reducing pressure points. 3) Luxurious hand feel with premium fabrics. 4) 5 years
guarantee*. 5) Available in: 5”, 6” and 8” thickness
DUET Luxury (Dual comfort mattress)
DUAL HARDNESS MATTRESS WITH A TOUCH OF LUXURY.
Offers a soft side and a firm side in the same mattress for all season comfort.
Firm Side Up Sequence:- QUILTING, SUPER BOND, LATEX PLUS, VISCO
ELASTIC, KNITTED FABRIC QUILTED WITH VISCO ELASTIC.
Soft Side Up Sequence:- KNITTED FABRIC QUILTED WITH VISCO ELASTIC,
VISCO ELASTIC, LATEX PLUS, SUPER BOND, QUILTING
DUET (Dual comfort mattress)
Some of the unique advantages of these Sleepwell Mattresses are - 1) Offers firm and
soft side in one mattress for individual comfort. 2) All season benefit. 3) Super
Bonded material for firmside. 4) Latex Plus material for soft side. 5) Premium cotton
Satin fabric. 6) Both side quilting. 7) 5 years guarantee. 8) Available in: 5” thickness.
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Flexi puf range
Resitec Air
GO TO BED WITH SOMEONE COOL, EVERY NIGHT.
Presenting Resitec Air with Reticool - Advanced Air Flow System.
A unique combination of scientifically developed ReticoolTM Layer that promotes Air
Circulation keeping it cool and a Resitec Core that reduces pressure points for desired
comfort
Resitec Pearl Plus
Some of the benefits of these mattresses are - 1) State-of-the -art Resitec Pearl Plus. 2)
Premium high resilience Flexi PUF Core. 3) Reduces pressure points on the body and
remains cool providing luxurious comfort and optimal support. 4) Enhances quality of
sleep. 5) Comes with 15 years of guarantee*. 6) Available in: 4.5" , 5.5" & 6.5"
thickness
Resitec Gold Plus
Some of the benefits of these mattresses are - 1) State-of-the -art Resitec Gold Plus. 2)
High resilience Flexi-PUF Core. 3) Reduces pressure points on the body and remains
cool. 4) Enhances comfort and support. 5) Comes with 10 years of guarantee*. 6)
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Available in: 4" , 5" & 6" thickness.
Diamond & Diamond Plus
Diamond Mattresses specially designed to be simple yet no less in comfort. Some of
the benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3",
4", 5" and 6" thickness. 3) Up to 25 years of guarantee*.
Diamond Plus Mattresses which are styled with plush premium fabric with quilting
to give you excellent comfort and support. Some of the benefits of these mattresses
are - 1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6"
thickness. 3) Up to 25 years of guarantee
Pearl & Pearl Plus
Pearl Mattresses specially designed to be simple yet no less in comfort. Some of the
benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3", 4",
5" and 6" thickness. 3) Up to 15 years of guarantee*.
Pearl Plus Mattresses which are styled with plush premium fabric with quilting to
give you excellent comfort and support. Some of the benefits of these mattresses are -
1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6" thickness. 3)
Up to 15 years of guarantee
Gold & Gold Plus
Gold Mattresses specially designed to be simple yet no less in comfort. Some of the
benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3", 4",
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5" and 6" thickness. 3) Up to 10 years of guarantee*.
Gold Plus Mattresses which are styled with plush premium fabric with quilting to
give you excellent comfort and support. Some of the benefits of these mattresses are -
1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6" thickness. 3)
Up to 10 years of guarantee*.
Delta
Some of the benefits of these mattresses are - 1) Quilted with attractive polycot fabric.
2) Value for money. 3) Comes with one year of guarantee*. 4) Available in: 3"
thickness
Nano
Some of the benefits of these mattresses are - 1) Made from Rebonded Flexi PUF. 2)
Value for money. 3) Comes with one year of guarantee*. 4) Available in: 4" thickness
Champ
Benefits:
• UFT-Ultra Firm Technology material makes the mattress firm, providing extra
support to the spine
• Layer of HR Flexi PUF above UFT Layer for enhanced comfort.
• Attractive printed polycot fabric quilted with Soft Flexi PUF on both sides.
•Available in 4” and 5” thickness
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• 3-year guarantee
Sheets for mattresses
Some of the benefits of these Flexi puf sheets are - 1) Used for residential and
industrial purpose. 2) Made up of 100% pure Flexi PUF with various densities. 3)
Also available separately in 100% cotton zip covers. 4) Washable (to keep the
mattress fresh & odourless). 5) Up to 25 years of guarantee*.
Pillow range
Impressions
Impressions Pillow users Visco Elastic Temperature Sensitive Material developed by
NASA, which reduces the pressures on the head, resulting in a comfortable and
tranquil sleep. It has a primary cover of a special fabric called 'Lycra', the uniqueness
of Visco Elastic Temperature Sensitive Material makes this pillow the first choice for
health conscious people
Curves
Orthopedically designed, Sleepwell 'Curves' Contour Pillow is carved out of a block
of high quality Flexi Puf Polyurethane material to provide relief from neck pain. It
comes in one piece without any stuffing, joints or sticking. With a primary cover of a
special fabric called 'Lycra', Treated with Ultra-Fresh*, It ensures hygiene and keeps
you away from allergy.
Indulgence
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'Indulgence' is a state-of-the-art Moulded Flexi PUF Pillow that comes with a
premium 100% cotton primary cover. There is a perfect balance between its unique,
scientifically designed shape and its ultra softness to give you the ultimate sense of
comfort. Manufactured using CFC-free, state-of-the-art machinery and high-tech cold
cured technology, Indulgence is the best in its category
Prima
Made up of 23 Density soft flexible Polyurethane material for better support &
comfort. 100% cotton primary cover which makes Flexi-Puf Pillow ideal for all
seasons. These are available in Medium, Large and Extra Large size
Norma
Made up of soft flexible Polyurethanes material. Provides a unique combination of
support and comfort. Comes with a primary cover for enhanced product life.
Emotions
'Emotions' Pillow is made from unique conjugated siliconised fibre for a silky feel
allowing your head & shoulders to sink into a world of absolute comfort. This Pillow
has premium primary cover quilted with micro fibre with a flexible gusset which
enhances comfort and aesthetics. The extra comfort and premium feel of 'Emotions'
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guarantees luxury.
Sparsh
The finest pillow in the category. Made up of a unique Micro Fibre which lends a
silky feel and allows your head & shoulder to sink into a world of absolute comfort. A
primary cover of Satin enhances the overall look feel of the product. These are
available in three sizes: Medium, Large and Extra Large.
Anubhav
A refined model of Fibre category made up of 100% Hollow Siliconised Fibre for
extra softness and better feel. A primary cover of 100% cotton fabric keeps it fresh
and comfortable round the year. These are available in three sizes: Medium, Large
and Extra Large.
1.5 DEFINITION OF ADVERTISING
The word advertising originates from a Latin word advertise, which means to turn to.
The dictionary meaning of the term is ³to give public notice or to announce publicly .́
Advertising maybe defined as the process of buying sponsor-identified media space or
time in order to promote a product or an idea. The
American Marketing Association, Chicago, has defined advertising as³any form of
non-personal presentation or promotion of ideas, goods or services, by an identified
sponsor.
What Advertisement Is?
31
Advertisement is a mass communicating of information intended to persuade buyers
to buy products with a view to maximizing a companys profits. The elements of
advertising are
(i)It is a mass communication reaching a large group of consumers.
(ii) It makes mass production possible.
(iii) It is a commercial communication
because it is used to help assure the advertiser of a long business life with profitable sales.
(iv) Advertising can be economical, for it reaches large groups of people. This keeps
the cost per message low.
(v) The communication is speedy, permitting an advertiser to speak to millions of
buyers in a matter of a few hours.
(vi)Advertising is identified communication. The advertiser signs his name to his
advertisement for the purpose of publicizing his identity.
Different Mediums of Advertisingy:-
1. Newspapers and magazines
2. On radio and television broadcasts
3. Circular of all kinds
( whether distributed by mail, by person, thorough tradesmen, or by inserts in
packages);
4. Dealer help materials
32
Window display and counter and display materials and efforts
Store signs, motion pictures used for advertising
5. Novelties bearing advertising messages and Signature of the advertiser,Label
stags and other literature accompanying the merchandise
1.6 Importance of Advertising
Back in 1950s, it was said that doing business without advertising is like winking at a
girl in the dark; you know you what you are doing, but nobody else does. The
message was: 'Come on, turn on the light, it pays to advertise'. Today, in this complex
world amidst heavy rush or everything, having a densely crowded scenario of
multiple ads even winking in broad daylight goes unnoticed. Since everyone is
advertising, the idea is to do it with innovation.
Advertising is of immense utility both to large and small business. There can be no
doubt that advertising efforts would result in creation of additional sales. All forms of
promotion of sale of goods is in one way or the other, supported by extensive
advertising campaign. It is not possible to imagine survival of any business, which is
in the business of "make and sell" in the absence of advertising efforts. Advertising
has extended its coverage to include non-business enterprises also e.g.. Public Water
Works
advertises the need to preserve precious water and to cultivate the habit of drinking
clean water free from any form of pollution. Countless illustrations can be provided
wherein non-business enterprises have recognised the importance of advertising and
their use it as a tool to promote ideas and services.
Advertising is an economic activity and it generates employment. Thousands of men
and women are directly or indirectly, employed in professional advertising.
Advertising is an economic proposition. People who invest their money in advertising
33
anticipate positive results. Hence, advertising must be result-oriented. Every
newspaper or magazine survives on the advertisements that it receives.
Advertisements are definite source of revenue to the publishers. Because of the
advertisements inserted in newspapers and magazines, they are sold at lower price,
which can be afforded by the public. Advertising is of paramount importance because
it creates better-informed public by making available innumerable publications at an
affordable price. Considering the response
that advertisements generate, it can be stated that "advertising does not cost too
much".
In older to cut down production cost per unit there is a need to increase the total sales
turnover. When overall sales increase, production cost per unit is automatically
slashed and more people buy the goods. Apart from towering production costs,
advertising also pays for entertainment and education through use of media like radio
and TV.
Consumer is the king in the market. He cannot be compelled to buy anything. At the
most, he can be persuaded to patronise a certain brand. It is here that advertising plays
a prominent role.
There is no standard format to be followed to make advertising liked by every person.
Advertising is a creative field. Individual likes and dislikes determine success of
advertising or its failure. Advertising scores over personal selling because it provides
freedom of choice to the consumer. Decision to make purchases is independently
arrived at by the consumers. No civilised society can record constant progress and
ensure better standard of living to its people in the absence of information and
education provided by advertising.
Advertisement for building image can truly be looked upon in the context of global
business and marketing as a subject about which many professionals hold firm views,
but know surprisingly little about. Some see it as a menace, as an expensive flag
waving exercise which their company can easily do without. Others regard it as a
myth, arguing that publicity by of virtue its obvious nature, cannot hope to change
perceived images in people’s minds.It is in fact, a management tool to influence the
34
outside world-the target group. So, the real significance of building corporate image
lies in preparing and consolidating a sound global consumer base. Every company
wants to have a favorable image in the global market. In case of Sheela Foams also,
image-building plays the most important part in determining its marketing strategy.
Building corporate image is concerned with building confidence and credibility by
helping your target group understand you better. Familiarity in this case normally
improves acceptability of who you are and what you are doing. Ignorance, on the
other hand, can lead to mistrust, or even contempt in some situations. Corporate
image is built through more than one strategic means, and often a combination of
activities.
Sheela foams also understand the need to aware the modern day about its consumers
and hence given more serious thinking into the advertising part of the promotional
mix.
Confluence Communication has also bagged Sheela Foams advertising and media
account over a four-agency pitch. The account is pegged at Rs 4 crore.
The company wants to go a long way in creating a sound customer base both in Indian
and in Australia. It understands the severe competition in the market and the large
availability of options for the modern day consumer. It does not want to give its
competitors any scope of advantage over it.
35
CHAPTER-2
RESEARCH
METHODOLOGY
36
OBJECTIVE OF THE STUDY
Every organization has to achieve its organization goals. For this it is very essential
for an organization to know about the view of consumers and their competitive
products. This survey research may be also aimed as to estimate potential buyer for
the product. The objective of the study is as under:-
To identify the requirement of more advertising by Sheela foams
To study the market of Sheela Foams
To study customer buying behavior and factors which influence the purchase
decision process.
To know how the company has been successful
37
2. RESEARCH METHODOLOGY
Achieving accuracy in any research requires a deep study regarding the subject. The
prime objective of the project is to identify the need of advertising in the market.
The research methodology adopted is basically based on primary data via which the
most recent and accurate piece of first-hand information could be collected.
Secondary data has been used to support primary data wherever needed.
Primary data was collected using the following techniques
Questionnaire Method
Direct Interview Method and
Observation Method
The main tool used was, the questionnaire method. Further direct interview method,
where a face-to-face formal interview was taken. Lastly observation method has been
continuous with the questionnaire method, as one continuously observes the
surrounding environment he works in.
38
2.1 Type of Research Methodology
EXPLORATORY:EXPLORATORY:
Type of research carried out was EXPLORATORY in nature; the objective of suchType of research carried out was EXPLORATORY in nature; the objective of such
research is to determine the approximate area where the drawback of the company liesresearch is to determine the approximate area where the drawback of the company lies
and also to identify the course of action to solve it. For this purpose the informationand also to identify the course of action to solve it. For this purpose the information
proved useful for giving right suggestion to the company.proved useful for giving right suggestion to the company.
2.22.2 DATA COLLECTIONDATA COLLECTION METHODMETHOD
There two type of method of data collectionThere two type of method of data collection
PRIMARY DATAPRIMARY DATA
SECONDARY DATASECONDARY DATA
Primary data was collected using the following techniques
Questionnaire Method
Direct Interview Method and
Observation Method
The main tool used was, the questionnaire method. Further direct interview method,
where a face-to-face formal interview was taken. Lastly observation method has been
continuous with the questionnaire method, as one continuously observes the
surrounding environment he works in.
DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE.
39
PRIMARY DATAPRIMARY DATA: :
Primary data is that which is the collected for the first time and thus happen to bePrimary data is that which is the collected for the first time and thus happen to be
originated in character.originated in character.
QUESTIONNAIRE SURVEYQUESTIONNAIRE SURVEY::
IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIREIN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE
CONSISTS OF 9 QUESTIONS.CONSISTS OF 9 QUESTIONS.
SECONDARY DATASECONDARY DATA::
SECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADYSECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADY
COLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TOCOLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TO
CARRY OUT THIS STUDY, ARE AS FOLLOW: CARRY OUT THIS STUDY, ARE AS FOLLOW:
BOOKS, JOURNALS, MAGAZINES, NEWSPAPERSBOOKS, JOURNALS, MAGAZINES, NEWSPAPERS
INDUSTRY REPORTSINDUSTRY REPORTS
COMPANY’S INTERNET SITE COMPANY’S INTERNET SITE
SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES. SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES.
SAMPLE UNITSAMPLE UNIT: -: - NCR. NCR.
The research process was done by interacting with number of customers during theThe research process was done by interacting with number of customers during the
activities performed, which included, markets, cold calling, canopies, etc. Sampleactivities performed, which included, markets, cold calling, canopies, etc. Sample
Design consists of Random Sampling.Design consists of Random Sampling.
SAMPLE SIZE:- 50SAMPLE SIZE:- 50
40
2.3 2.3 METHOD OF COLLECTIONMETHOD OF COLLECTION: -: -
Field procedure for gathering primary data included observation and interviewField procedure for gathering primary data included observation and interview
schedule in which the questionnaires were filed by the interviewer. schedule in which the questionnaires were filed by the interviewer.
Personal interviews through self-administered survey was done to collect the data,Personal interviews through self-administered survey was done to collect the data,
market research was undertaken, that was accomplished by performing variousmarket research was undertaken, that was accomplished by performing various
activities designed.activities designed.
RESEARCH INSTRUMENTRESEARCH INSTRUMENT::
QUESTIONNAIREQUESTIONNAIRE
THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THETHE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE
FOLLOWING POINTSFOLLOWING POINTS: -: -
GIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THEGIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THE
QUESTION.QUESTION.
INDUCING THE RESPONDENTS TO CO-OPERATE.INDUCING THE RESPONDENTS TO CO-OPERATE.
GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.
IDENTIFYING THE NEEDS TO BE KNOWN.IDENTIFYING THE NEEDS TO BE KNOWN.
41
Scope of the study
To conduct this research the target population using the sleeppwell products
Targeted geographic area of NCR. Sample size of 50 persons was taken.
To these 50 people a questionnaire was given, the questionnaire was a
combination of both open ended and closed ended questions.
The date during which questionnaires were filled.
Some dealers were also interviewed to know their prospective.
Finally the collected data and information was analyzed and compiled to
arrive at the conclusion and recommendations given.
Sources of secondary data
Used to obtain information on, Sheela Foam’s history, current issues, policies,
procedures etc, wherever required.
Internet
Magazines
Newspapers
Journals
Sleepwell Store
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CHAPTER-3
DATA ANALYSIS AND
INTERPRETATION
43
Customer Response towards Questionnaire
Which Brand you have bought?
Sleepwell
Kurl on
Centuary
Springwell
Data Interpretation:- Sleepwell has good customer base in the market, but
competitors are not very behind, hence more work needs to be done for attracting
more customers.
Advertisement and other promotional activities is required to make the people aware.
44
36% use Sleepwell, while 28% use centuary,22% associate with kurl on and 14% use
spring well
How long you have been using this Product?
0-2 Years
2-5 Years
5-10 Years
More than 10 years
Data Interpretation:- It is seen that the number of buyers has decreased in the recent
time, so the company has to undertake more activities to sustain the present customer
base and increase it also.
45
Are you using other product with Sleepwell?
Yes
No
Data Interpretation:-Here are the customer responses about the use of the
Sleepwell product and other product rather than Sleepwell.
in this segment of survey 68 % of customer are aspire with Sleepwell and 32
% shown interest in other organizations in, which show that customers using
the Sleepwell products are satisfied with its use
How much of advertisement helpul in search before making purchase?
46
a)Helpful b)Not of much help
Data Interpretation:- We asked people whether the airing of advertisements
on any product helpful for them, does it help them in search of different
products 66% respondent positively stating that the advertisement was useful
while 38% believe that advertisements are not of much help.
47
Sales Performance of the Company (1987-2002) YearSales (Rs. million) 1990-91 82.661991-92 122.211992-93 168.551993-94 210.151994-95 278.191995-96 361.271996-97 483.791997-98 735.651998-99 1,009.241999-2000 1,095.722000-01 1,130.022001-02 1,162.842002-03 1,162.52003-04 1,132.852004-05 1,174.05
48
2005-06 1,190.022006-07 1,198.072007-08 2,0562008-09 2,120.89
SHOULD THE COMPANY BE MORE AGGRESSIVE IN ADVERTISING ITS
PRODUCTS?
a)Yes b)No
49
SHOULD THE COMPANY BE MORE AGRESSIVE IN ADVERTISING IT'S PRODUCTS ?
Yes78%
No22%
The importance of Advertisement today can never be over-estimated, it is common
for companies to advertise about themselves in different mediums like print, visual,
vocal, etc. Sheela foams no different, they offer a variety of products to its customers
and to keep people informed about them we see a variety of Advertisement.
But now we are trying to access if people think if the company should be more
proactive when it comes to advertising its products. The results show that people want
the company to spend more money in Advertisement; this would help the company in
informing the public about new products being offered by it and also help the people
to compare the Product offered by Sheela Foams with those offered by other Banks.
More than two-thirds of the entire respondents (78%) studied felt that the company
should be more Aggressive in advertising the products it offers. (22%) of the
respondents felt there was no need for the company to Advertise more their
products
Have you heard about Sleepwell?
a)Yes b)No
.
50
YES82%
NO18%
Data Interpretation:- On being asked whether they have heard about Sleepwell 82%
of the people responded in yes and just 18% responded with a no.
This tells us that most of the customers and prospects know about the Sleepwell brand
and with proper information the prospects can be converted into customers.
How do you know about it?a) Advertisement b) Friends
51
Data Interpretation:- Through the survey I was about to find out that 63% of
the people know about the Sleepwell product through their friends and only
37% know it through advertisement, which means that most of the people are
not about the proper information of Sleepwell mattresses, which is not good for
any company, so Sheela foam should work towards building a proper
advertisement strategy.
Why did you choose Sleepwell?
a) Comfort b) Better availability
c) Economic price d) Brand
52
It has been found that 45% people like the Sleepwell because of the comfort.So it
means that people are not aware of the brand properly which means that most of the
people are not aware about the proper information of Sleepwell mattresses, which is
not good for any company, so Sheela foam should work towards building a proper
advertisement strategy.
Do you give too much thinking before buying any mattress product ?
a) Yes
b) No
53
Data Interpretation:- To know the buying psychology of people, I asked them
whether they gave too much thought before buying any mattress product, 78%
responded positively with a yes and 22% with a no, which should give the company
the proof that the modern day customer is smart n conscious of his buying needs,
which makes it more necessary for the organisation to better inform the consumer
about its products.
54
CHAPTER 4
CONCLUSION
CONCLUSION
55
After conducting market research for Sheela foams we came to know about the
different needs of consumers, their valuable suggestions, responses to the different
questions.
With this information we can conclude that there is a need for Sheela foams to
explore the different advantages offered by advertisement.
Customer satisfaction level of most respondents is higher for Sleepwell mattresses
which is provided by survey. Higher satisfaction of Sheela foams was due to the
comfort and variety it provided to the customers. It has a good market share of
around 36% other than its competitors.
The main reason for its market share is due to brand image it has created over its
years of operation.
However, more focus should be given to improve its advertisement part of
promotional activities in order to improve market share and brand image.
As Sheela foams does not compromise with its quality so as it products come at a
higher price compared to its competitors. So it remains a dominant player in the
market.Sheela foams should increase its promotional activity. Also it should follow a
dynamic and competitive pricing policy to attract people from all the income group.
For the long time brand building and creating brand awareness is very necessary.
Sheela foams has to keep up with the quality of its services to make sure that the
brand loyalty is maintained at the same level. The company needs to establish the
Sheela foams for the long term. Another problem which is being faced is the increase
in competition. Moreover, due to less brand awareness the market has still been
unexplored. The awareness drive should be increased, as it is found that the
advertisement activities were found to be good but prospects are not aware of the
brand.
Keeping all the findings and recommendations in view Sheela foams has a very good
prospect to succeed if few of the organizational problem are solved with the
management using a strong hand as the industry has a huge prospect.
56
CHAPTER5
SUGGESTIONS
57
SUGGESTIONS
Following are the few suggestions to Sheela Foam for improving the market share
and image of the products concerned.
1. ADVERTISEMENT
Modification must be brought about in Advertisement strategies. It should be given
more thought.
2. AVAILIBILITY
The brand must be made available easily in, more stores should be opened near heavy
residential areas
3. PROMOTION
Company must undertake extensive promotional activities other than advertisement to
create brand awareness.
Discounted samples should be distributed among the areas where the company is
entering for the first time. Sales promotion tools like gifts, contests and coupons must
be given to retailers as well as customers and prospects.
Catalogues should be distributed among customers.
4. PRICE
Price should be as competitive as other company maintains
58
CHAPTER-6
LIMITATIONS
59
LIMITATIONS
No project is without limitations and it becomes essential to figure out the various
constraints that we underwent during the study. The following points in this direction
would add to our total deliberations:-
1. During the study, on many occasions the respondent groups gave us a cold
shoulder.
2. The respondents from whom primary data was gathered any times displayed
complete ignorance about the complete branded range, which was being studied.
3. Lack of time is the basic limitation in the project.
4. Some retailers/whole sellers refuse to cooperate with the queries.
5. Some retailers/wholesalers gave biased or incomplete information regarding the
study.
6. Money played a vital factor in the whole project duration.
7. Lack of proper information and experience due to short period of time.
8. Some retailers did not answer all the questions or do not have time to answer.
60
BIBLIOGRAPHY
61
BIBLIOGRAPHY
In this project report, while finalizing and for analyzing quality problem in details the
following Books, Magazines/Journals and Web Sites have been referred. All the
material detailed below provides effective help and a guiding layout while designing
this text report.
Books :
Kothari, C.R., Research Methodology- An Introduction, Research Methodology-
An Introduction, Research Methodology, second Edition, New Delhi, New Age
International Limited, 2011, Pg 1-20.
Kothari, C.R.,Methods of Data collection, Research Methodology, Second Edition,
New Delhi, New Age International (P) Limited, 2011, Pg 95-112.
Kothari, C.R, Processing and Analysis of Data, Research Methodology, Second
Edition, New Delhi, New Age International (P) Limited, 2011,Pg 122-131.
Websites:
http://www.Sheelafoam.com
62
ANNEXURE
63
Name _____________________________________
Age _____________________________________
Occupation _____________________________________
Income _____________________________________
Q.1. Which brand do you prefer ?
a) Sleepwell b)Kurl On
c) Springwell d) Others
Q.2. Name of the brand you use?
a) Sleepwell b) Kurl On
c) Springwell d) Others
Q.3. Have you heard about Sleepwell?
a) Yes b) No
Q.4. How do you know about it?
a) Friends b) Advertisement media
Q.5. Do you think the company needs more advertising and exposure to its customer
a) Yes b) No
Q.6. How much is advertising useful for the search of product
a) Helpful b) Not of much help
Q.7. Why did you choose Sleepwell ?
64
a) Comfort b) Better availability
c) Economic price d) Brand
Q.8. Do you give too much thinking before buying any mattress product ?
a) Yes b) No
Q.9. Do you use products other than Sleepwell’s?
a) Yes b) No
65