priyagold mm mba porject report prince dudhatra

8/6/2019 PRIYAGOLD Mm MBA Porject Report Prince Dudhatra

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A

Project report

OnMarketing Mix

Undergone At

Prepared by

MORADIYA MANOJ N.

T.Y.B.B.A. .Academic Year 2006-07

Seat No. : - Roll No. : - 24

Guided byProf.Dr. Manish Thaker

InstituteSmt. M. T. Dhamsania Commerce College, Rajkot.

Submitted toSaurashtra University, Rajkot.


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SMT. M. T. DHAMSANIACOMMERCE & B.B.A. COLLEGE,Rajkot.

Certificate

This is to certify that Moradiya

Manoj N.student of T.Y.B.B.A. carried

out his project as per the syllabus of

Saurashtra University.

He has prepared industrial trainingreport under / over supervision and this

is his own contribution for making this

report during the academic year 2006

2007 is appreciated.

Place : Rajkot

Prof.Dr. Manish Thaker

Date : (PRINCIPAL)


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Declaration

I, the undersign Moradiya Manoj N.Student of T.Y.B.B.A. here

by declare the project work presented is my own work and has been

carried out under the supervision of Prof.Dr. Manish Thaker.

This work has not been previously submitted to any other

university for any examination.

Date:

Place: Rajkot Signature: -

Moradiya Manoj N.


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Acknowledgement

First of all, I express my gratitude to lecturer Mr. Thaker for

his great response and guidance. Then I am greatly obliged to my

principal. I would thank to the marketing manager of Priyagold

Ceramic Product Ltd., Morbi. Mr.Kishor Bhai, I am very thankful to

all the staff kindness and willingness me. I am also very thankful to

my friend for their help in preparation of this report.

Date:

Place:Rajkot Signature:

Moradiya Manoj N.


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Preface

In the present world with lots of odds & with decreasing

importance of education & the decreasing loyalty towards education.

There is a need to revies the method of educated employed one of the

method is to accompany practical study with the theoretical method.

This would strengthen the principles & concept of theoretical

education & would become world applicable.

In the present day the business would become a highly

complicated faculty which has to undergo staff competitior & has to

operated in such an environmental where there is no look back

formula to sucess. Thus Saurashtra University has been running a

business management faculty under the degree of B.B.A. to keep the

student interested in it which has practical study under the subject,

Practical Training.

This practical study is useful to determine the parameters

between the theoretical study and the actual situaltion. It is useful to

increase the knowledge and teh foreshight of the student and they

provide them actually step into the dynamic. Everchanging, world of

business.


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I have taken opportuniy to undergo practical training during the

year 2006-2007 in Priyagold Ceramic Baroda and I have done my

research in Morbi city.


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Index

Sr. NO. Topic Page NO.1 General Information2 Marketing Yesterday & Today3 Societal Marketing Concept4 Marketing Mix5 Product Range6 New Product Development7 Marketing Strategy8 My Observation9 SWOT Analysis

10 Conclusion11 Bibiliography


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Content

1. Priyagold Ceramic At Glance

2. Origin

3. Growth & Development

4. Technology

5. Research & Development

6. After Market Support

7. Present Status

8. Mission of the Company

9. Market Strategy

10. Organization Structure.


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Project At Glance Name : Priyagold Ceramic Ltd.

Address : 8-A National Highway,

Opp. Atlas Ceramics

Lalpar Road,Morbi.

Establishment Year : 2001

Form of Organization : Private Limited

Accounting Year : 31 st March

Phone : (02822) 241971, 329470

Fax : (02822) 241921

E-mail : sales@Priyagold

Ceramicindia.com

Website : www.Priyagold

Ceramicindia.com

Bankers : Bank Of Baroda.
mailto:[email protected]://www.delmerindia.com/mailto:[email protected]://www.delmerindia.com/


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OriginPriyagold Ceramic Product was established in 2001. The

company offers you Indias most reliable ceramic tiles with world

class technology from the worlds leading ceramic manufacturing

companies of Italy.

Priyagold Ceramic Product Ltd. Was set up in 2001 with the

initial investment of 3 crore rupees and since then the company is

manufacturing 100% Indigenous Ceramic Tiles.


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Growth &Devlopment

Priyagold Ceramic Product started its operatin in India in

2001as a Private firm for the trading of imported Ceramic Tiles. Then

after the comapny has think over the 100% Indigenous sanitary ware

scale & ultimately it started its operation in India in 2002.

When we take about the products and development is that

Priyagold Ceramic is the leader in India. It has various kinds of Tiles

and was first to introduce Concept series in Morbi.


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Technology

Priyagold Ceramic lists among the top 5 Ceramic

manufactures, with over 18000 customers. We offers one of the

widest range of Ceramic Tiles.

Priyagold Ceramic are very exited about the launch of our

brand new 120k technology. This is a technological break through for

Ceramic manufactures.. Noise filters and one of the semiconductor

industries in recent time.


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Research &Development

When we talk about the research of Priyagold Ceramic product,

company has its own department which works for hours & hours &

tries to develop a high accuracy with capacity along with low prices

and ultimately company has recently launched Concept Series

displayed scale which is included of all features i.e. high accuracy,

with high capacity at low price.

Dedicated the service of the Indian Industry and customers, our

research & development is designing innovating and attempting

breakthrough in the Ceramic Tiles.


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After MarketSupport

A term of professionals specially assigned to provide product

and technical support to our customers through Indias most advanced

& fully computerized customers support center at Morbi.


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Present Status

Priyagold Ceramic Products is committed to long term growth,

has now reached a stage where it can forge a head on the strong

foundation it has built. Strong foundation in terms of man power,

infrastructure, sales and distribution channels, dealer network,

systems integration, all India retail and service presence to deliver

absolute customer satisfaction. The company has charted its growth

deliberately beginning with infrastructure development and

consolidation in the second phase and has now entered market

penetration and targets to be among the tops in each product segment

by year 2005.

B


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Mission Of TheCompany

In fiercely competitive industry, consumer durable markets

company mission is to make a difference in the lifestyle and introduce

new dimension to enjoyment offer new age technology and digital

concepts working hand with domestic industry to produce and sell

excellence and come close to the Indian customer through committed

service.


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Market Strategy

The company has drawn up two prolonged marketing strategy

to achieve this. Introducing new Concept Series through importance

channels support these with focused promotions.

Once the market achieves optimum size, take up the products

for local manufacture.

To support the popular products which are currently

manufactured and marketed in India, including the mega range, with

high powered promotions and judicious media mix.


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OrganizationStructure

Organization structure is the diagrammatic representation of

authority responsibility relationship.

GCMMF have flatten organization structure because it

facilities effective co-ordination and communication.


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Pillars of management:

Leadership

Customer focus

Quality

People involvement

Values of change management:

S- Self discipline

P- Patience

O- Openness

R- Respect

T- Trust

GCMMF has established HOSHIN KANRI. It helped to ensure

that all employees are aware of short, medium and long term plans

and it involves all their employees.

The TQM movement is evident in the AMUL quality circle.

They have trained their employees with a shaper business perspective

which takes into account the complexities of changing market

dynamics.

To make them ore competitive in the FMCG environment they

initiated:


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Performance audit programmers

Invited expert consultancy group to support competency

building for GCMMF.

This help to define each positions roles and responsibilities

better along with the required knowledge, skills and attitudes.


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Marketing

Yesterday &Today

Marketing is the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and

services to create exchange that satisfy individual and organization

goal.

Traditional, much importance was given to product rather than

needs and wants of consumers. Marketing manager go on design their

product without giving through to he needs and wants of consumer.

They were trying to sell their product at any cost. Consumers were

bombarded with advertisement; in all calls, telephone calls, etc.

The aim was to earn profit through high sales volume.

Moreover, marketing was considered as buying and selling the

product.


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But now, time has changed, Marketing is considered to be

much more; the focused is given to the needs and wants to consumers.

Products are designed according to the specification of consumers.

Consumers satisfaction is given much importance. The aim to earn

profit through customer satisfaction. Moreover, marketing function

has also widened. Marketing includes back warding and forwarding

development, marketing research, advertising, and many more. In

forwarding functioning it includes post truncation research, after sales

service, disposal of the product, use of the product, etc.

Nowadays ways of advertising is also changing. Traditional mostly

used media was television. Now people started using internet as

media of advertising. More and more number of people is turning to

development to website and net advertising.

Recently new P is introducing in marketing. First there were 5

Ps. Now there are 8 Ps. Last year New P adds is product portfolio

management. Nowadays more importance is also given to marketing

research also knows the latent needs of consumers.

Thus, Marketing yesterday and today is totaling different. One

has to adapt the change to survive in this market.


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SocietalMarketing

Concept

Social marketing concept may be defined as,

The task of achieving organizational goals is to identifying the

needs and wants of consumers and satisfying the needs and wants by

delivering the desired goods and service more efficiently and

effectively than competitors in a way the preserve or enhance society

well being

The GCMFF are contributing in their own way to various

desirous social changes. They took steps like:

Training module of artificial insemination service.

Establishment of cattle feed making.


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Marketing Mix

Marketing mix is the various marketing tools that marketer use

to sell its products. There are 4 Ps of marketing Mix.

4. Products of Marketing

A list of the relevant market forces and the element of the

marketing mix would be helpful in analyzing marketing problems.

The main aim of all marketing activities is profitability. The

marketing manger should therefore devise such a marketing mix that

will give the optimum profit for the product he has to market.

By blending this marketer make a proper plan of action to push

its products in the market.

Definition:

According to Phillp Kotler, Marketing Mix is the set of

marketing tools that the firm uses to pursue its marketing objectives in

the target market.

Product Price Promotion Place


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Element/Tools Of Marketing MixThe most basic marketing mix tool is product the firm tangible

offer to the market, which includes the product quality, design,

features, branding, and packing. As part of its product offering,

providing after sales services, such support services can provide a

competitive advantage in the globally competitive market place.


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Product Mix includes following things:

Product Variety

Quality

Brand name

Service

Design

Packaging

WarrantiesFeature

Sizes

Capacity

Returns

Readability.

Priyagold Ceramic has good product mix. It has long variety of

product, with different readability and size of good quality of product

which is given next. As far are service is concern, company has given

that responsibility to the dealer to give the best quality service.


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Product RangeAccording to PHILIP KOTLER

A Product is anything that can be offered to a market for

attention, acquisition, use of consumption that might satisfy a want or

a need. It includes physical objects, services, persons, places,

organization and ideas.

According to EDLERSON

Product is a bundle of utilities consisting of various product

features and accompanying services.

There are 5 levels of the product which marketer must take in

consideration.


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Levels of TheProductPotential

Argument

Expected

Generic

Core Benefit

Product


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Product mix andlengthProduct mix is the set of all product line and items that a

particular seller offers for sale to the buyer.

Product line is a group of products that are closely related

because they function in a similar manner, are sold to the same

customer groups, are marketed though same types of outlets of fall

within a given price range.


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New ProductDevelopment

The typical new product development process followed by

Priyagold Ceramic is as follows:

The following stages are involved in NPD process.

1 IDEA GENERATION :

New Products are born from ideas. Before searching ideas, top

management should define the products and markets and should also

state the objectives for NPD.


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Sources of new product ideas:

Customers:

Loyal customers often recognize the need for improvement in

the product before companies can do. Companies can identify

customers need through complaint letters, forced group discussion,

etc. and can made changes accordingly.

Scientists, Employees, Engineers:

Company must develop a culture so that employees are

encouraged to give new ideas. They should also develop an incentive

scheme for those who give best ideas.

Competitors:

Company can purchase the competitors product to see the

functioning and accordingly they can develop new product.

Other Sources:

Pattern attorneys, university, advertising, agencies, marketing

research firms, university, business publication and so on.


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2. IDEA GENERATION TECHNIQUE

Attribute Listing:

It is listing an existing products attributes and then modifying

each attributes in the search for an improved product.

For ced Relationship:

In this several objects are considered in relation to one another

to create a new product.

Morphological Analysis:

It is identifying the structural dimensions of a problem and

examining the relationships among them.

Need and Problem Identification:

Here customers needs and problems are identified.

Brainstorming:

It is a group activity to stimulate the flow of ideas by discussing

a specified problem. Here rule is-

We want as many ideas as possible and remember no

evaluation.


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3. IDEA SCREENING:

In this stage new ideas are evaluated to determining the

promising ones. The purpose of ideas screening is to drop poor ideas

as early as possible because product development cost rises

substantially at each successive stage.

The committee should avoid two types of errors:

Drop error: It occurs when committee drop an idea which is good.

Go error: It occurs when committee go with an idea which is poor.

Most of the company uses product idea rating device while

screening the idea price performance, quality, customer satisfaction,

matches with company resources, strategies, objectives, etc. Then

idea is matched with this certain criteria and if it does not match then

idea is dropped.


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4. CONCEPT DEVELOPMENT AND TESTING:

Philip Kotler says,

Attractive ideas must be refined into testable product

concepts.

Consumers do not buy product ideas but product concept.

Product Idea : A possible product that the company might

offer to the market.

Product Concept : An elaborated version of ideas expressed in

consumer meaningful terms.

Product Image : A particular picture in the minds of

customer.

Concept Development:

A product idea can be turned into a several product concept.

Concept Positioning:Each concept is required to be positioned so that it helps to

understand the product competition in relation to cost, time

preparation, quality, etc. These comparisons can be used to

communicate the product concept to the market.


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PRIYAGOLD CERAMIC

EXPENSIVE

Precision Platform Scales Bizerba scaleCounting Scale Priyagold Ceramics

INEXPENSIVE

HIGH PRICE

Suman , Option, And Precious, SatoriousPriyagold Ceramic Others

LOW PRICE


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The major competitors of Priyagold Ceramic are:

Deco

Rajmoti

AND

Others

Priyagold Ceramic are positioned against them as

SCALE OF HIGH QUALITY AT REASONABLE PRICE

Concept Testing:

Concept testing calls for testing this concept with an

appropriate group of target consumers. The concept may be presented

symbolically or physically. Consumers are presented with an

elaborated version of each concept and they are asked to react to each

concept.

If company have undertake proper concept development and

concept testing then it can avoid any problem that arises in the market

place later on in the initially stage only.


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5. MARKETING STRATEGY DEVELOPMENT:

The new product manager will have to develop a preliminary

marketing strategy statement for introducing this product into the

market. This strategy will be refined in the subsequent stages.

This marketing strategy plan consists of 3 parts.

First part describes:

Target market, structure, behavior, sales, market share, profit

goals sought in the first few years.

Second part describes:

Products planned price, distribution strategy and the marketing

budget for the first year.

The Priyagold Ceramic will be offered with lower price .

Third part describes:

Long run sales and profit goals and marketing mix strategy over

time.


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6. BUSINESS ANALISYS:

Once the product concept and marketing strategy are

developing management evaluate the business attractiveness of the

proposal. Management evaluates the sales, cost and profit to

determine whether they satisfy the companys objectives. If they do

them the proposal move into next stage.

Estimating Total Sales:

Management needs to estimate whether sales will be high

enough to yield a satisfactory profit.

Total Sales = First time scale + Replacement sales + Repeat Sales.

Sales estimation depends on whether a product is one time

purchased infrequently purchased or frequently purchased produced.

Scale is one time purchased product. Here number of first buyer

initially less and then decrease as few buyers are left. Repeat sales

will soon occur provided that it satisfies some buyers. The repeat

sales curve eventually falls and become steady because by this time,

the product is longer a new product.

Estimating First time scale:

The first task is to estimate the first time sales of a new productin each period.


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Estimating Replacement Sales:

To estimate replacement sales, management has to research the

product survival age distribution. The low end of distribution

indicates when the first replacement sales will take place. Since,

replacement sales are difficult to measure before actual launch, most

of company base their actual decision solely on their estimate of first

time sales.

Estimating Repeat Sale:

For a frequently purchased product one has to estimate the

repeat sales. A high rate of repeat purchase indicates that the

consumers are satisfied with the product.

Estimating Costs & Profits:

After sales forecasting management have to estimate the costs

and profits of this venture. The costs are estimate by the R & D,

manufacturing department, marketing and finance department

together.


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7. PRODUCT DEVELOPMENT:

I the product pass, the business test, it moves to R&D to be

developed into a physical product. Up to now it exist in the form of

word description, a drawing, or a prototype. At the stage the company

will determine whether the product idea can be translated into a

technically and commercially feasible product.

The R&D department will develop one or more prototype. The

company hopes to find a prototype that satisfies customer

requirement; it performs safely and can be produced with the

budgeted manufacturing costs.

Developing and manufacturing a successful prototype can take

days, months or even years. Lab scientists must not only design the

products required functional characteristics but also they should know

how to communicate its aspects.


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At this stage various decisions like:

Product Engineering

Branding

Packaging

Patenting

Formulating the communication programmes, etc.

When prototype is ready they go through functional and

consumer test.

Functional tests are conducted under laboratory and field

condition to make sure that the product performs safely and

effectively.

Consumer testing can take variety of forms from brining

consumers into a laboratory to giving them samples to use in their

business.

Consumers are given prototype to taste and their suggestions

are taken to make further changes in the product and to improve their

product. In short, Priyagold Ceramic undergone consumer test.

The final prototype of Priyagold Ceramic scale was available at

33% of a retail price of other scales of company toppings.


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8. TEST MARKETING:

After management is satisfied with the products functional

performance, the product is ready to be dressed up with a brand name,

packaging, and preliminary marketing programmes.

The purpose of market testing is to learn how consumer and

dealers react to handling, using and repurchasing the actual product

and how large the market is?

The amount of test marketing is influenced by investment cost,

risk factors, time pressure and research cost, so, not all the companies

choose the route of market testing.


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TECHNIQUES OF TEST MARKETING

CONSUMER GOODS INDUSTRIAL GOODS

1. Sales wave research 1. Product use test

2. Simulated test marketing 2. Trade show

3. Controlled test marketing 3. Distributors & dealers display

4. Test Marketing 4. Controlled test marketing

Priyagold Ceramic scale is a consumer good. Technique used

by Priyagold Ceramic for test marketing is Test Market. It is a

technique where company usually selects few representative cities in

which the company sales force will try to sell the product with full

exposure of advertising, promotion campaign, etc.

Priyagold Ceramic selected cities like Morbi, Ahemdabad,

Surat, Baroda, etc. for test marketing with a discount of rupees.


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9. COMMERCIALISATION:

Market testing gives idea to management whether to launch the

product or not. If company goes for product launch it calls for high

investment because to launch a new product into the national market

requires heavy spending on advertisement and promotion in the first

year.

Commercialization involves the following aspects:

When (Timings):

In launching a new product company has to think whether it is

a right time to launch the new product. The company faces 3 choices

First entry

Parallel entry

Late entry

Priyagold Ceramic scale was launched on July 2002 to grab the

expanding market of scale range.


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Where:

The company must decide whether too launch the product in

single locality, region, national market or the international market.

Financial sound company may launch their product into full national

market. While small company first select one cities and slowly they

into other cities and they distribute in whole nation.

Priyagold Ceramic scale was initially launched in Surat,

Ahmedabad, and Baroda and then they enter other cities and now it is

available in the whole nation.

To Whom:

The company must target its distribution and promotion to the

best prospect groups. Companies best prospect group is one:

Who are early adopters?

Who are heavy users?

Who would be opinion leaders?

Who could be reached at a low cost?

Priyagold Ceramic scale target market is low budget customer,

ruff users, etc.


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How:

The company must develop action plan for introducing the new

product into the markets.

Priyagold Ceramic scale was launched at a discount of 15%

initially and now no discount is given to customers.

Thus, the entire process of new product development was

completed in around 1 or 1.5 year.

Adopters of Priyagold Ceramic scale are in the trial and

adoption stage.

Main factors which affect the adoption of Priyagold Ceramic

scale are:

Beliefs of customers

Traditional habits


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There are other forms of product life cycle also. They are:

Cycle-Recycle pattern

Scalloped pattern

Style pattern

Fashion pattern

Fad pattern


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Priyagold Ceramics LCD scale which is under their

SNOWCAPs frozen scale division is in the introduction stage. As far

as its marketing strategies are concerned it is as follows:

Price: It is priced very reasonably i.e. 33% of a retail

price of other scale of company.

Distribution: It is distributed through their distribution

Gold chain. They are given free training, advertising

allowance; they were given 10 t0 15% of margin.

Quality: It is placed as high quality product.

Promotion: They spend heavily on promotion to compete

with scale companys like Sansui, Atoc, AND, etc.

In short, as far as marketing strategies in introduction stage is

concerned Priyagold Ceramic follows Rapid Penetration Strategy.


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2. GROWTH STAGE:

This stage is marked by rapid climb in the sales. Prices remain

where they are or fall, promotional expenditure is maintain or raised,

sales increases, profit also increases.

Marketing Strategies:

The company uses several strategies to sustain market growth

as long as possible. The company uses strategies like:

Add new features to the product

Enter new segment

Improve product quality

Lower the price of the product, etc.

In this stage company spends heavily on product improvement,

promotion and distribution but they forgo current profit in the hope of

making it in the future.


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Priyagold Ceramic most of the product series are in growth

stage like Gold, Silver, Diamond, Industrial, retailer etc.

To sustain their market growth Priyagold Ceramic is:

Adding new features to their product.

Developing new varieties of existing product

Trying to enter new market segment by introducing new

product.

3. MATURITY STAGE:

At this stage the product rate or growth will down. This stage

lasts longer than the previous stages. Maturity stage can be divided

into 3 phase:

Growth Maturity

Stable Maturity

Decaying Maturity


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In this stage company feels they can do very little. But

marketers can consider strategies of:

Marketing modification strategies:

The company should try to expand their market either by

increasing the number brand users or by increasing usage rater

per users.

Product modification:

They can also increase their sales either by improving the

quality, features or style.

Marketing mix modification:

They can also stimulate sales by modify prices, distribution,

advertising, sales promotion, services, personal selling

strategies.


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Priyagold Ceramics scale of Gold series is in the maturity

stage. To increase the sale they are:

Trying to enter new segment by introducing with high

accuracy and high capacity.

Trying to increase more usage per occasion by

advertisement.

Introducing sale promotion scheme like gifts, discount,

contest, etc.

Improve their quality of product.


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4. DECLINE STAGE:

In this stage sales of the product decline. Due to fall in sales

production decreases, price cuts and profit erosion. Some firms

withdraw from the market, while some withdraw form the smaller

segment.


Identifying weak product

Determining the marketing strategies

Drop decision

No products of Priyagold Ceramic are in the decline stage.

Competitors:

Sansui

ATCO

AND

OTHERS


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My Observation

Priyagold Ceramic Product Ltd. is a unique unit in itself.

Through establishment of DPL Public Ltd. movement is started which

led to standard of living.

I feel glad that I have been the part of it for few days.

The unit is well equipped with latest technology and modern

machines and equipments.

Self discipline is followed by employees.

As it is weighing industry accuracy plays a very important role

because it affects the quantity of product. The unit is kept very

accurate capacity.

The staff and workers were well organized and co-operative.

It has its unique name in the industry and it is one of the well

known units. When I was under going training along with

methodology many students were was under going training.

I sincerely, wish Priyagold Ceramic all the best for its future

and hope that it succeeds in achieving all the goals that it has set for

itself.


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SWOT AnalysisThe SWOT analysis just a nut sells view of all the important

aspects of the product. SWOT stand for S Strength, W Weakness,

O Opportunity and T Threat. The SWOT analysis of the LCD

screen displayed scale.

Strength of the company

Technically innovative product

Better brand name

Better brand preference

Good distribution channels

Good after sales service.

Weakness of the company

Low end product

No scheme allowed

Specifically dealer scheme

And consumers scheme


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Opportunity of the company

Increase market share

Aiming to be 3 rd by 2005

Increase the sell of new

product

Threat of the

company

Low end

product may take over the market their by

Decrease

in market share

Decrease

in sales volume.


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Conclusion

Priyagold Ceramic today is one of the leading company in the

scale and now its aiming to become a entire scale company. With its

newly added tag of the electronic weighing people and clever

formulation of price and product it targets virtually all segments of the

market.

Priyagold Ceramic LCD screen displayed scale is also one such

product with low price, high capacity and high accuracy added more

value to the company targeting the price sensitive consumers in the

market.

This scale is facing some problem in the market and it not

showing any growth trends. But it found to be showing some negative

trends instead. But with proper consideration and some required

changes like aggressive promotion, re-positioning, and better

packaging the product can make it big into the market, provided there

is no increase in its price levels and it remain at part with its local

counter parts.

I wish Priyagold Ceramic Product Ltd. & its LCD screen

displayed scale all the truck for a progressive future.


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Bibliography

Name of book Authors name

1. Marketing Management S.A. Sherlekar

2. Marketing Management J. C. Gandhi

3. Companys website www.delerindia.com
http://www.delerindia.com/http://www.delerindia.com/

priyagold mm mba porject report prince dudhatra

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