SUMMER INTERNSHIP PROJECT REPORT : 2014

IMPORTANCE OF RETAIL VISIBILITY IN PLYWOOD CATEGORYPresented By :

ADARSH MOHATAPGPM: MARKETING (Major) & FINANCE

(Minor) SUMMER BATCH 2013-2015

FACULTY GUIDE  Prof. PARVINDER NARANG parvinder@unitedworld.in   INDUSTRY GUIDE

Mr. Amit Gope GM-MARKETING   INTERNSHIP TENURE 1ST APRIL – 31ST MAY

ACKNOWLEDGEMENT  I would like to convey my deepest and heartfelt appreciation for all those people who have purposefully and inadvertently assisted me in this project. Without their dedication, support and thoughtfulness, the satisfactory completion of this project would not have been possible. This acknowledgement is a way by which I am getting this opportunity to show the deep sense of respect and gratitude to all those people who have provided me inspiration, guidance and help during the preparation of this project report.  The summer training project has been an enriching experience for me and I would like to sincerely thank Mr.AMIT GOPE, GM-MARKETING (Project Guide), Mr.SUSHANT SINGH (MARKETING OFFICER), CENTURY PLY Pvt. Ltd. for giving me the opportunity to pursue my project in CENTURY PLY. I sincerely thank them for their valuable insights into the various intricacies related to the topic and enabled me to satisfactorily complete my project.I sincerely appreciate and acknowledge the effort taken by my Institute mentor, Prof. Parvinder Narang (Faculty Guide) , for providing me valuable help and advice throughout the project.I am also grateful to all the members of CENTURY PLY, Kolkata who helped me directly or indirectly by contributing their time and energy along with my parents, friends and well wishers for blessing me. However, I accept the sole responsibility for any possible error of omission and would be extremely grateful to the readers of this project if they bring such mistakes to my notice.

KNOW CENTURYPLYoThe first ISO 9002 company in India for veneer and plywood.oIn 1997, CenturyPly became the first company to introduce Borer-Proof Plywood in IndiaoIn 2004, CenturyLaminates plant commenced operationso"CenturyPlyLaminates, today known as CenturyLaminates, hit the market and instantly catapulted the maximum market share.oCenturyPly became a full-fledged plywood and veneer manufacturing brand with the addition of High-pressure Laminates, Pre-laminated Particle Boards and MDF.o Its success is reflected by a consistent, year-on-year growth rate, with "Construction World", one of the most definitive business journals, adjudging us as, "the Fastest Growing Company with the Highest Turnover", five times in a row for the years 2003, 2005, 2006, 2007 and 2008.

CENTURYPLY IS THE MARKET LEADER IN PLYWOOD CATERGORY & SWAPS WITH GREENPLY IN THE LAMINATES SECTION QUITE OFTEN.

Owned by : Mr. Sajjan Bhajanka & Mr.Sanjay Agarwal.

MY ACTIVITIESo Worked on a NATIONAL PROJECT of CenturyPly , HALLA-BOL.

Increasing the RETAIL 

VISIBILITY of CENTURYPLY.

Following the Below The Line standards.

Managing Vendors

(Telephonic & Visits.)

oMine was basically a DESK-JOB ,improvising & assisting my seniors in CENTURY PLY was the prime function. It helped me a lot to learn and understand the concepts of marketing.o Talking to vendors/dealers and managing their necessities for RV was also looked by me till some extent.oI then prepared a questionnaire of 8 vital questions for the related market survey. Which helped to ascertain the visibility criteria of CENTURY PLY among the dealers, their choice & preferences for and beyond CENTURY.It also high-lightens the satisfaction level of the dealers.

Talking to vendors/dealers and managing their necessities for RV was also looked by me till some extent.

MARKET SURVEYTowards the end of internship was the most challenging task,it was to carry out the survey in the market. It is not an easy job for sure but then the work has to be done & the show needs to proceed. With the repetitive help & guidance from MR.GOPE I carried out the survey among 50 odd dealers of CENTURY PLY in and around KOLKATA.

It included places like :

BOWBAZARKATGOLA

ULTADANGASUNDERBAN

TOPSIALANSDOWN

DIAMOND HARBOUREtc.

WHY RETAIL VISIBILITY?*CUSTOMERS WILL BE ASSURED THAT IT’S A GOOD BRAND.

*IT WILL BE BRAND RECALL FOR END USERS.

*THE RETAILERS WOULD BE ASSURED THAT THE COMPANY IS HELPING THEM TO SELL MORE & GROW .

*SINCE THE COMPANY IS SPENDING SO MUCH ON THEIR RV HENCE THEY CAN DEMAND FROM THE RETAILERS /DEALERS TO PUSH THEIR BRANDS.

*HENCE,IT WILL ACT AS A TWO-WAY-SUPPORT SYSTEM TO THE BRAND.

*RETAIL VISIBILITY ATTRACTS CUSTOMERS TO THE OUTLETS & HELP NETWORKS TO SELL MORE . 

RV IN PLYWOOD INDUSTRY

•CENTURY PLY & GREEN PLY both choose to be moderate in terms of BTL visibility. (Both leading the market but CENTURY PLY is highly active on ATL STANDARDS.)•SYLVAN PLY & AUSTIN PLYWOOD makes it quite over the top on RV criteria.•Companies like MARS PLY,MAYUR PLY,GLOBE PLYWOOD etc. takes their RV steps just for namesake.•Generally the purchasers/customers are either ARCHITECHTS, INTERIOR DESIGNERS or CONTRACTORS/CARPENTERS etc so they chose the brand for their client according to their commission earned or money saved.•The end-consumers are generally not the purchasers.•The RV is still adopted to attract the customers of all ends to promote sales.•The importance of RV increases manifold with the influence of a good LOCATION.•If the locating strategy of the brand promotional items are strong , then the visibility factor plays a very effective role.•RETAIL VISIBILITY affects the inclination of a customer towards a brand.•If the promotion is done on a useful segmented area then the foot fall will definitely rise in the outlets leading to enquiry & sales.

Which brand of ply you sell the most? Century Ply Green Ply Sylvan Ply

Austin Plywood Others Which brand is most visible in your shop?

Century Ply Green Ply Sylvan Ply Austin Plywood Others

 Do you think retail visibility of a product affects your customer towards any brand?

Yes, Majorly AffectedYes, Moderately Affected

Not AffectedMay be

 Which kind of dealer board you prefer to showcase?

GSB Front-Lit Non-Lit Shutter Paint etc

 Do you think retail visibility of the products improves your sales? Does the footfall in your

shop hikes? Yes No It’s

about my goodwill May be Are you happy with the current RV of different

brands in your shop? Good Bad can improve

overdone Can you sell the products without the Retail

Visibility? Yes No challenging, but

possible Any suggestions/feedback?

 

QUESTIONNAIRE

Which brand of ply you sell the most?

BRAND NAME

NO. OF DEALERS

CENTURY 16GREEN 14SLYVAN 11AUSTIN 6OTHERS 3

TOTAL 50 CENTURYGREENSLYVANAUSTINOTHERS

CENTURYGREENSYLVANAUSTINOTHERS

BRAND NAMENO. OF

DEALERSCENTURY 18GREEN 16SLYVAN 13

AUSTIN 2OTHERS 1

TOTAL 50

Which brand is most visible in your shop?

CENTURYGREENSLYVANAUSTINOTHERS

CENTURYGREENSYLVANAUSTINOTHERS

Do you think retail visibility of a product affects your customer towards any brand?

RESPONSENO. OF

DEALERSYES, Majorly affected 11YES, Moderately affected 20Not Affected 3May be 16

TOTAL 50

YES, Majorly affected YES, Moderately affected Not Affected May be0

5

10

15

20

25

Series1

25

20

15

10

5

0

YES, Majorly affected YES, Moderately NOT AFFECTED MAY BE affected

Do you think retail visibility of the products improves your sales? Does the footfall in your shop hike?

RESPONSE NO. OF DEALERSYES 2NO 25It's My Goodwill 18May be 5

TOTAL 50

YES

NO

It's My Goodwill

May be

TOTAL

0 10 20 30 40 50 60

NO. OF DEALERS

NO. OF DEALERS

TOTAL

MAY BE

ITS MY GOODWILL

NO

YES0    20        40      60      80

Are you happy with the current RV of different brands in your shop?

RESPONSE NO. OF DEALERSGOOD 19BAD 1CAN IMPROVE 13OVERDONE 17

TOTAL 50

NO. OF DEALERS

GOOD BAD

CAN IMPROVE OVERDONE

GOODBADCAN IMPROVEOVERDONE

OBJECTIVE OF THE STUDYTo understand the retail visibility pattern of CENTURY PLY’s products in the market.

To study the preference for CENTURY PLY’s products among the stockists.

To understand the image of CENTURY PLY as a brand in the eyes of consumers.

To study the importance of retail visibility considering CENTURY PLY .

To study the strength and weakness of CENTURY PLY.

LIMITATION OF THE STUDYArea of survey was limited as I could able to survey data only from areas of easily accessible parts of Kolkata.

Respondents were ignorant and were not ready to entertain any questions.

Some respondents were half knowledge. Some respondents were biased.

Some respondents gave wrong answer due to lack of interest.  

Through a telephonic survey it was difficult to get answer according to my questionnaire. 

Extreme heat was a major speed-breaker for the project. 

CONCLUSION *Products of CENTURY PLY are preferred more due to brand value of the company, technological advancement and world standard quality in products.*GREEN PLY is the toughest competitor of CENTURY PLY.*Company should advertise and increase its visibility in such a manner that it becomes the first choice of the consumers. *The visibility of  CENTURY PLY is  to the mark , allowing it to dominate the market share. *Even though the products at CENTURY is pretty expensive than others, it is highly preferred by the consumers.*The expansion plan of the company is mostly influenced by dealers due to their stock holding capacity and experience in dealing with products. *So it is very necessary to have very cordial relationship with dealers and to give them benefits as  far as possible. 

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