Project Marketing (Plywood)

CERTIFICATE
This is to certify that the summer training report entitled “A STUDY

ON FUNCTIONAL AREAS OF INDIA PLYWOODS INDUSTRY
LIMITED, Submitted by Mahendra kr. Singh is a Bonafide record of
the industrial training done by her \ him during the academic year
2008-10, under my guidance and supervision in partial fulfillment of
DEGREE OF MASTER OF BUSINESS ADMINISTRATION.
The Indian Plywood Mfg. Co. Pvt. Ltd.
DECLARATION
I hereby declare that this summer report on industrial training entitled
a study on functional areas of “Indian Plywood Mfg. Co. Pvt. Ltd.”,
submitted to department of Management studies, INTERNATIONAL
INSTITUTE OF BUSINESS STUDIES, in partial fulfillment of the
requirement for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION is a original work done by me during the period of my
study at the college under the supervision and guidance of ,
Mr. K.N CHADDA Department of management studies INTERNATIONAL
INSTITUTE OF BUSINESS STUDIES
(Signature)
Mahendra Kr. Singh
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ACKNOWLEDGEMENT
First of all I thank GOD the Almighty, who blessed me with courage and
determination to cope up with all the problems in my life and to complete this project
successfully.
It is rather my long felt desire to express my profound gratitude to our pillar of

strength Dr. K.Ramadas Director of International Institute of business Studies for giving
me an opportunity to do this project & for the kind and immediate help for the perusal of
the project.
I would like to express my sincere gratitude to Mr. N.S.R Murthy Assist. Dean of
Department for the esteemed guidance and expert advice rendered by him in my modest
attempt to prepare this project.
I owe a great deal of gratitude to Mr. T.V.Ashwin (Sales Manager) for giving me a
chance to undergo this organizational study. Without his valuable guidance about this
study and sharing of his corporate experiences with me, this organization study would not
have materialized.
I express my
sincere gratitude to my supervising guide Mr.K.N.Chadda for expert advice and
valuable suggestions at each and every stage of this work
Last but not the least, I am grateful to my family, faculties friends, respondents and
to everyone associated with the project, including those who I inadvertently failed to
mention.
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OVERVIEW OF THE CHAPTER SCHEME
∗ Chapter – 1 : Introduction
Provides details of the topic under study and presents a short theoretical
back drop for the study. Pg. 4 - 19
∗ Chapter – 2 : Design of the Study

Gives details about the statement of the problem, the scope of the study, its
objectives, the methodology, the sample studied, the tools and techniques
used for data collection, limitations of the study, etc. Pg.20 - 26
∗ Chapter – 3 : Company Profile
This chapter gives the details about The Indian Plywood Mfg. Co. Pvt. Ltd.
and about its products. Pg.27 - 32
∗ Chapter – 4 : Analysis & Data Interpretation

Includes the analysis of the data collected in the survey. Relevant
inferences are drawn from the analysis and are presented in the chapter.
Pg.33 - 60
∗ Chapter – 5 : Summary of Findings & Conclusions
This chapter gives the summary of the finding drawn from the survey.
Pg.61 - 62
∗ Chapter – 6 : Recommendations
This chapter draws relevant conclusions from the findings made. It also
includes some suggestions. Pg.63 - 64
 Bibliography Pg.65
 Annexures Pg.66 - 68
INTRODUCTION
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MARKETING
Marketing deals with the whole process of entering markets, establishing

profitable positions, and building loyal customer relationships. This can
happen only if all departments work together: engineering designs the right
products, finance furnishes the required funds, purchasing, buys quality
materials, production makes quality products on time and accounting
measures the profitability of different customers, products and areas.
Marketing deals with identifying and meeting human and social needs. One of
the shortest definitions of marketing is “meeting needs profitably”.
MARKETING MIDDLEMEN
Middlemen in Distribution
In all commodity markets, whether primary or central, we have a host of
middlemen acting as essential functionaries.
1. Brokers : Broker is an agent who does not have direct physical
possession of goods in which he deals but he represents either the
buyer or the seller in negotiating purchases or sales for his principals.
They may be organized as individuals, partnership or even companies.
They act as agents for their clients producers, dealers, manufacturers,
etc. The produce brokers offer services of expert middlemen between
sellers & buyers. Brokers are experts in grades, qualities, trade terms
and contract terms as well as in warehousing problems. They buy and
sell specific quantities of specific grades of a commodity on behalf of
their masters or employers who undertake all market, credit, transport
and other risks.
2. Commission Agents: In each primary and central market, individuals,

firms or even companies are organized to buy or sell commodities,
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acting as buying or selling agents of producers, dealers or

manufacturers who convert the commodities into consumer goods.
They may buy or sell on their own account and at their own risk of loss.
In that case they are called commission merchants or factors. They
may receive goods for sale on consignment acting as consignees of
their employers. They are important in agricultural markets. The
consignment method is used by manufacturers who wish to maintain
resale prices of their goods.
3. Dealers : In all primary and central commodity markets, we invariably

have merchant dealers. They are great risk-bearers in the physical or
spot markets. They are the backbone of our markets. These dealers
act as principles, buying and selling commodities on their own account
and at their own risk merely for a chance of profit. By selling to them,
all producers can be free from risk of loss. They also act as
warehouse-keepers of the market and to the extent manufactures are
also free from risk of loss to a certain extent.
Sharing Promotional Risks with Dealers
On analyzing the attitudes of dealers, the manufacturer sometimes finds that

these outlets are not enthusiastic, because they are risking so little on the
promotional program. Benefiting from the manufacturer's promotion over a
long period, dealers come to depend upon the manufacturer to perform almost
the entire selling task. They feel that it is the manufacturer's job to bring
customers into the store and theirs to ring the cash register and pocket the
profits. Other dealers consider it unfair to show enthusiasm for any one
promotional program, since so many manufacturers products are represented
on their shelves.
To combat problems of this sort, manufacturers demonstrate considerable

ingenuity in devising strategies to stimulate dealers to greater sales effort. In
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one widely used strategy, the manufacturer attempts to persuade dealers to

invest time, effort, and money in promotional programs. Thus, manufacturers
who would provide free point-of-purchase display materials to retailers who
risk their own funds will make good use of the displays and hence justify their
costs. Similarly, manufacturers who inaugurate dealer cooperative advertising
programs in which expenses are shared with dealers commonly experience
renewed dealer interest.
Dealer Training Programs
Not all manufacturers benefit from providing dealer managerial training

programs; payoff from these programs varies with the product. Management
training programs for dealers are most beneficial when the products require
considerable personal-selling effort. Such programs are less beneficial where
final buyers buy as a matter of habit or on impulse. Dealers training programs
are important when the products unit price is high, trade-ins are common, the
final buyer's purchase decision is postponable, the product requires
demonstrations, and dealers recommendations play a major role in making
sales.
Stimulating Distributive Outlets to Greater Selling Effort
Dealers apathy is common. Some manufacturers invest millions of dollars in

promotion, but dealers, outwardly at least, are not only unimpressed but
unmoved. Many dealers fail to see why they should tie in with the
manufacturer's promotion or provide extra push for the product. They feel,
sometimes rightly, that the manufacturer wants more assistance from them
than it is willing to extend and frequently these feelings trace to inadequacies
in a salespeople's presentations. Under these circumstances, coordination of
promotional efforts is difficult. The first step in overcoming dealer apathy is to
identify the reasons lying behind it. The second step is to take positive action
to increase dealer selling effort.
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Incentives to the Distributive Outlet
Dealers are offered special prices on larger than average orders, or a free
case of the product for every so many purchased. These offers persuade
dealers to increase the size of their inventory investments, thus putting them
under more pressure to promote the product. Other ways of accomplishing
this result include offering premiums to dealers who make purchases above a
specified minimum size or packing premium coupons, redeemable for
merchandise of the dealer’s choice, in each shipping case. Sometimes the
manufacturers award the premium only after resale of the product, thus
shifting the emphasis from building up the dealer's inventory to making sales
to the final buyer.
Manufacturers sometimes combine dealer incentives with sales volume

quotas set for individual dealers. If dealers meet or exceed their sales quotas
within the sales campaign period, they receive prize awards - often in the form
of trips for dealers and their spouses to exotic places like Acapulco,
Casablanca, or Tahiti. In some instances, dealers are assigned sales volume
quotas on a month-to-month basis and are awarded prizes monthly.
Combining the dealer incentive with a sales volume quota often motivates
dealer management to strive very hard to achieve manufacturer - set sales
volume quotas.
Developing Managerial Efficiency in Distributive Organization
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To make its dealers more enthusiastic about its product, the manufacturer
should consider increasing dealer efficiency. The dealers efficiency. The
dealer's primary concern is to make, or better yet, to increase, profits. The
manufacturers, who frequently have access to superior managerial know-how,
can search out improved methods for its dealers. It is not enough for the
manufacturer to find better operating methods for the dealers to use; the
manufacturer must see that they learn how to incorporate these methods into
their operations. The manufacturer recognizes that an important key to
success lies in how dealers operate their business. More efficient dealers
move the manufacturer’s products more rapidly through the marketing channel
and produce larger sales an profits both for themselves and for the
manufacturer.
Changing Policies
It may be that inappropriate or outmoded sales policies are the cause of

dealer apathy. Alert competitors may have adjusted their policies to the
changing situations, while the company, whose dealers are apathetic, may
have lagged behind. Management may have clung to policies for sentimental
reasons. Bringing policies into line with marketing conditions stimulates
dealer efforts.
For example, automobile manufacturer once charged dealers for

transportation expenses that were often fictitious - transportation charges
were billed on the assumption that each car would be shipped from a central
plant when actually it came from an assembly facility closer to the dealer.
These charges, known as "phantom freight" were much criticized by dealers.
These charges were also responsible for the bootlegging of new cars, where
unfranchised dealers purchased new car from dealers. Several years later,
the automobile manufacturer partly because of a congressional investigation
and partly because they recognized the growing dealer apathy, abandoned
phantom freight charges. With much or almost all, of the freight differential
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wiped out across the country, automobile bootlegging became less profitable
and the morale of authorized dealers improved.
Companies utilizing multiple marketing channels frequently encounter

problems in obtaining support from distributive outlets in some channels. One
consumer-products company, for instance, sells directly to large retailers.
Company salespeople are in personal contact with large retailers, and they
gain the support of these dealers. But to gain the support of smaller retailers,
the sales personnel must work through the intervening wholesalers, earning
their support as well.
Particular attention should be given to pricing policy. Wholesalers, as

well as retailers, expect that margins will be in line with the marketing tasks
the manufacturer expects them to perform. But margins need setting, too,
with an eye that the manufacturer is asking for too much support and offering
too little margins, the manufacturers pricing policy must be brought into line.
Reformulation of other policies stimulates distributive outlets to greater selling

effort. Policies on credit extension, service, advertising and selling
allowances, and quantity and cash discounts should be scrutinized to
determine if they provoke dealer apathy. Policies on marketing channels and
distribution intensity sometimes need revising to stimulate the distributive
outlets to greater effort.
A frequent reason for the indifference of distributive outlets lies in their

previous experience with promotional programs. Wholesalers and retailers
are offered far more promotions than they can accept.
Distributive outlets accept and push the promotions of those

manufacturers with whose promotions they have had good experience in the
past. If a manufacturer has had successful promotions in the past, then the
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distributive outlet has more confidence in the manufacturers current

promotion.
INTRODUCTION TO WOOD
Man’s dependence on wood as a versatile raw material dates back to the

earliest days of civilization. For centuries, wood has provided him shelter,
fuel, tools and weapons.
The phenomenal advances made by man in the field of science and

technology have only increased his dependence on wood not only in its raw
form, but also in variety of reconstituted forms like plywood, blockboard,
particleboard, fibreboard paper, and other pulp products.
Reconstituted Panel Products
Plywood, blockboard, particleboard and MDF are all reconstituted wood based
panel products used extensively in the building construction and furniture
industries. In all these products various grades are manufactured to meet a
wide range of requirements related to performance and cost.
Terms like "Exterior Grade" " Interior Grade", " BWP Grade" etc. are widely to
specify the superior features of these products.
Durability Of Reconstituted Panel Products

During the manufacture of plywood, blockboard, particleboard and MDF, wood
is first converted into certain basic elements like veneers, battens, particles
and fibres respectively.
These loose elements are then bonded using suitable adhesives, after they
are re-oriented to provide dimensional stability to the end products.
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Agents of Destruction
The adverse factors in the environment which can cause disintegration and
destruction of these products are :
 Cyclic changes in atmospheric humidity and temperature.

 Continous or cyclic exposure to water or high moisture conditions.
 Infestation by wood destroying organisms like fungi, wood boring
beetles and termites.
The long term performance of all wood panel products, therefore, depends on
how well they are protected against the above agents of destruction, which in
turn depends on various.
Good Adhesives Make Good Panels

The type of adhesive used for bonding a product determines the resistance of
the bond to boiling water, high moisture conditions, and cyclic changes in
weather.
The synthetic resin adhesives commonly used in the manufacture of wood

panel products are :
 Urea Formaldehyde (UF)

 Melamine Urea Formaldehyde (MF)
 Phenol Formaldehyde (PF)
Evaluating Weather Resistance

In terms of resistance to cold and boiling water, which is a convenient
yardstick to evaluate the weather resistance of board products, these resin
adhesives can be graded, in the order of decreasing durability, as follows:
1. BWP Type ( Boiling Water Proof)
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Adhesives of this type make the strongest and most durable bonds. In
plywood, which is taken as a standard panel material, the bonding can
withstand a rigorous 72 hour boiling test.
Only Phenol Formaldehyde synthetic resin fall under this type.
2. BWR Type (Boiling Water Resistant )

The bonding obtained from BWR type adhesives can withstand only a limited
8 hour boiling test.
Extended Phenol Formaldehyde and aminoplastic resins like Melmin Urea-

Formaldehyde can be used to obtain BWR type bonds.
3. WWR Type (Warm Water Resistant)

Adhesives of this type make bonds which can withstand a 3 hour soaking test
in water at 70 deg. Centigrade.
Urea Formaldehyde, fortified with Melamine is used to obtain WWR type

bonding in plywood.
4. CWR Type ( Cold Water Resistant)

Adhesives of this type make bonds which can withstand only a 24 hour cold
water soaking test.
Urea Formaldehyde, which is the most extensively used resin primarily due to
its low cost and short pressing cycles, is used to produce CWR type plywood.
Plywood bonded with UF resin does not possess any resistance to continuous
or cyclic exposure to high humidity and heat.
CONSTRUCTION OF PANEL PRODUCTS AND ITS EFFECT ON THE

DURABILITY OF THE PANEL
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The question that emerges now is: " Do we get a 72 hour boiling water
resistant bond in all types of products simply by using BWP type phenol
formaldehyde resin". The answer is "NO". The boiling water resistance of a
panel product depends not only on the type of adhesive used but also on its
construction.
Based on construction panel products can be grouped into three categories:
1. Plywood
Plywood has a laminated construction in which the constituent parts are in the
form of broad layers or 'plies'. The bonding obtained from a given type of
resin is the strongest in plywood, as the area of contact between the adhering
layers is very large.
When bonded with BWP type phenol formaldehyde resin, plywood withstands
72 hours boiling.
On account of its rigid construction, plywood is taken as the standard panel to
test adhesives for classification into grades like BWP, BWR etc.
2. Particle Board and MDF

Particle board and MDF have an agglomerated construction in which the
constituent parts are in the form of very small particles. The area of contact
between the particles being very small, the bonding obtained is relatively
weak.
Even when bonded with BWP type phenol formaldehyde, these products can
withstand only up to 2 hours boiling. When subjected to boiling tests or even
cold water soaking tests, the bonding in these products is considerably
weakened due to excessive swelling and spring-back.
3. Blockboard
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Block board has a construction which is a combination of agglomeration and

lamination. When bonded with BWP type phenol formaldehyde resin, it
passes a 4 hour boiling test.
Hence, the only truly boiling water proof panel product that can withstand a 72
hour boiling test is a plywood bonded with BWP type phenol formaldehyde
resin as specified in IS : 710 : 1976, which is the IS specification for marine
plywood.
SUMMARY
Reconstituted wood panel products are essentially articles of wood. Hence,

they need to be protected against infestation by wood destroying organisms.
Most commonly used commercial timbers are non-durable.
With the increasing use of wood in its natural and reconstituted forms like
plywood, blockboard, particleboard and MDF, it is necessary to know the
different organisms, which attack and cause destruction to wood and wood-
based products in service.
Wood Destroying Organisms
Wood Destroying organisms can be broadly classified into two

groups : Micro organisms called “fungi” and “wood boring insects”,
consisting of beetles and termites.
Wood Staining Fungi
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Fungi of this type thrive in the sapportion of wet Fungi wood and produce
harmless discolouration. They do not attack the cellular substance of wood
and hence no structural damage is caused to the affected wood.
Wood Roting Fungi
Fungi of this type attack wet wood causing a Fungi state of decomposition
called “rot” or “decay”. They decompose the wood tissues and destroy the
fibrous structure
Wood Boring Beetles
There are several varieties of wood boring beetles; but those which
attack articles of wood in India belong to the family “Lyctus borers”
which cause the well known “Powder Discharge”. These are very small
insects.
They attack only the sapwood portion in any article as they draw their
nourishment from the stored food in the sapwood.
Termites
Termites usually attack articles, which are fixed to the building

elements like wall paneling, ceilings, wall units etc. They usually settle down
around neglected areas inside the buildings. The infestation and destruction
caused by termites is usually massive. They attack wood from below the
surface leaving a sound, deceptive outer skin.
Preservation of Timber
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In order to make any article of wood durable it has to be protected against all
the above organisms. In the past a large quantity of timber was used in the
construction of buildings and various exposed structural applications like
railway sleepers, transmission poles etc.
On account of the shortage of naturally durable timbers like teak, it was

necessary to evolve materials and methods to protect wooden structures from
wood destroying organisms.
Preservative Treatment of Plywood
The materials and methods used for the preservative treatment of plywood is
essentially the same as those employed for treating natural wood.
But plywood also lends itself to different treatment methods at various stages
of manufacture as follows:
 By soaking, diffusion or impregnation of the individual veneers before

gluing, with water borne chemicals.
 By adding preservative chemicals in the glue used for bonding.
 By impregnating the consolidated plywood with water borne chemicals
by vacuum pressure process or other methods.
Vacuum Pressure Process
A pressure impregnation plant consists of a pressure cylinder provided with a

seal door, a vacuum pump, a pump for pumping preservative solution into the
pressure vessel and measuring instruments. The plywood to be treated is
stacked vertically inside the cylinder. After closing the seal door tightly, the air
inside is evacuated using a vacuum pump. The cylinder is then filled with the
preservative solution and a steady pressure is applied for a certain period.
Thereafter the preservative solution is drained off, and the plywood is dried.
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Glue Line Treatment

Plywood which is not water proof, cannot be subjected to vacuum pressure
impregnation with waterborne chemicals. In the case of commercial plywood
and other varieties of plywood which do not possess a water-proof bonding
system, glue line treatment is generally advised as a precaution against borer
attack. On account of the ease of use and the economy, a number of plywood
manufacturers are now using Chlorpyrifos as a preservative in the glue line
even for water-proof plywood.
Experiments carried out by IPIRTI has confirmed the efficiency of glue line
treatment with a chemical called Chlopyrifos at a concentration of 1%, against
borer attack. The efficacy of the same treatment against attack by termites or
wood rotting fungi was not investigated and reported by IPIRTI in their report.
The method of treatment stipulated by IS 710:1976, which is the IS

Specification for Marine Plywood is vacuum pressure impregnation with fixed
type chemicals
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Plywood
Plywood is a sheet material made up of layers of wood called “veneers”,
consolidated under heat and pressure using a synthetic resin as the
adhesive, with the grains of adjacent layers running at right angles to each
other.
On account of its cross-laminated construction, plywood has the following
superior features:
 High strength and stiffness in the longitudinal and transverse directions.
 Excellent resistance to splitting, cracking and shearing.
 Excellent dimensional stability.
 High bonding strength between the constituent layers; much more than the
natural bonding between wood fibres.
 Flexibility — can be moulded into various forms and shapes.
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 Availability in large sizes without defects like knots, cracks,

splits, etc.
Being a strong and rigid panel material, plywood is suitable for a wide range of
structural applications in building construction, ship building, bus body
building, railway coach construction, etc. On account of its close similarity to
wood, and other conveniences for manual working, it is also used extensively
in furniture and in building interior systems.
Blockboard
Block board is a thicker sheet material made up of a solid
“batten core” consisting of narrow battens of wood laid side by
side and further covered with veneers on both sides as in
plywood. The battens are cut usually from timber unsuitable for
veneer production.
Blockboard is essentially a furniture panel. In a modified form, it is also used
as a door shutter when it is called a “Flush door”.
ADVANTAGES & DISADVANTAGES OF PLYWOOD

Furniture made from plywood is more durable than furniture made from
blockboard, particle board or MDF.
The construction of a panel product is as important as the resin used for
bonding. Plywood has a rigid laminated construction. When bonded
with BWP type Phenol Formaldehyde resin, plywood is :
 18 times more durable than blockboard bonded with the same

adhesive.
 36 times more durable than particle board and MDF, bonded with
the same adhesive.
The same BWP type PF adhesive does not impart the same boiling water
resistance to different wood panel products.
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Based on the IS Specifications, hours of boiling water resistance for plywood,

blockboard, particle board and MDF, all bonded with
BWP type PF resin are as follows;
Plywood Blockboard Particle Board Mdf

72 Hours 4 Hours 2 Hours 2 Hours
All “Marine Plywoods” are not equally durable.
 About 20% “Marine Plywoods” in the market are fake

(Commercial plywood coloured dark green)
 About 75% Marine Plywoods have only 8 hours
boiling water resistance because they are bonded with BWR type resins
(IS 303 : 1989)
 Only about 5% Marine Plywoods have 72 hours boiling water
resistance.
Anchor 72 is bonded with BWP type Phenol Formaldehyde synthetic resin as

specified in ISO 710 : 1976
Several so-called “Termite Resistant” plywoods are easily attacked by borers
Termites are insects which operate from underground colonies. By proper and
regular pest control measures buildings get some degree of protection from
termite infestation. Hence, an untreated plywood might appear “Termite
Resistant” by sheer chance.
Borers inhabit untreated plywood & cannot be isolated by environmental
treatments. Only plywood impregnated with preservative chemicals can keep
borers away.
RESEARCH DESIGN
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TITLE OF THE STUDY
A study on “Dealers Perception Towards Anchor based Plywood &

Blockboards”.
STATEMENT OF THE PROBLEM
The Indian Plywood Mfg. Co. Pvt. Ltd. since its inception in 1944, has always
been a trusted name in the wood panel industry. The 1990’s have been
witnessing a dramatic shift in the market place triggered by sharp changes in
demography, drastic difference in the life style patterns of the past and
present radical revolution in the communication and technology. The present
study finds out the dealers attitude towards Anchor products.
The study was conducted keeping in mind the change in attitude of the
dealers towards Anchor plywood and blockboards. From this we can get
relevant information regarding present statistics of Anchor brands in
comparison to other brands in the market. From this survey we can analyze
the position of Anchor brand according to the dealers.
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OBJECTIVES OF THE STUDY
The present study has been carried out keeping the following objectives in
mind :
 To study the brand preferences of dealers.

 To know the major brands of plywood and blockboards the dealers
stock in their stock.
 To find the awareness of different brands of Anchor among the
dealers.
 To know the highest selling brand of plywood & blockboards in the
market.
 To know the problems faced by the dealers in stocking plywood and
blockboards.
RESEARCH DESIGN
Research design is like a road map to make sure that we don’t get off the
track, but rather it guides us where we want to go. A research design
minimizes the danger of haphazard collection of information and ensure
that the researchers needs are served.
In conducting the study on the Dealers attitude towards Anchor plywood

and blockboards in Bangalore City first the data was collected from both the
primary and secondary sources. The information obtained was filled into the
questionnaire by forming questions, which were structured to subsist the
aims and objectives of the study.
The questionnaire prepared was brief and to the point. The data collected
from the dealers of plywood & blockboards were organized, processed and
tabulated. The raw data was edited before tabulating.
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The tables thus obtained were analyzed with the help of statistical
techniques, averages and percentage in order to interpret the data and
draw conclusions.
OPERATIONAL DEFINITIONS OF THE CONCEPT
 Market-
Market is an effective contact between buyers and sellers. In other words

market refers to a set of all actual and potential buyers of a product or
service.
 Brand
A name term, sign, symbol or design or a combination of them intended to

identify the product of one seller or group of sellers and to differentiate
them from those of competition.
 Sales Potential
A sales potential is an estimate of maximum possible sales opportunities

present in a particular market segment open to a specified company selling
a good or service during a future period.
 Demand
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Demands are wants for specific products that are backed up by ability and
willingness to buy them.
 Market Demand
Market demand for a product or service is the total volume that would be
bought by a defined consumer group in a defined geographic area in a
defined time period in a defined marketing environment under a defined
level and mix of industry marketing effort.
 Brand Image:-
The consumer develops a set of beliefs about where each brand stands on
each attribute. These set of beliefs about a brand makeup the brand
image.
 Marketing Mix:-
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objectives in the target market. Marketing mix consists of the
four P’s – product, price, promotion and physical distribution.
 Attitude:-
The word attitude describes a persistent tendency to feel and behave in a

particular way towards some objective or attitudes are evaluative
statements either favorable or unfavorable concerning objects, people or
events. They reflect how one feels about something.
 Perception:-
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It includes all those processes by which an individual receives information

about his environment seeing, hearing, feeling, tasting, and
smelling. The study at this perceptional processes shows that their
functioning is affected by these classes of variables – the objects or events
being perceived the environment in which perception occurs and the
individual doing the perceiving.
 Sales Support:-
Sales support is a part of sales promotion. Sales support includes the

advertisement, demonstration, free gifts that enhance the role of a
particular product.
 Awareness:-
Awareness means that how many people know about the product and the
various attributes of the product.
SOURCES OF DATA
For the present study both primary and secondary data was used.
 Primary data was collected from dealers through survey method with
a structured questionnaire. The questionnaire comprised of both
open and closed ended questions.
 Secondary data was collected from various books, web sites,

company journals etc.
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SCOPE OF THE STUDY
The survey was conducted in Bangalore City only collecting information’s

from dealers of Plywood & Blockboards. The dealers were from selected
places in Bangalore. The present study was conducted to help the
company for better understanding and providing services and goods to the
ultimate customers.
SAMPLING PLAN
Sampling Technique
The sampling technique used for the purpose of this project report was non
probability convenience sampling. The collection of data was made from
dealers of Plywood & Blockboards. The respondents were selected
randomly and care was taken to interview respondents from different parts
of Bangalore City.
Sample Size
Whenever we are involved in sampling we should have meaningful plan for
determining how large a sample we would wish to draw from the population
to fulfill the research. A sample size of 50 dealers of Plywood &
Blockboards was chosen for this study.
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LIMITATIONS OF THE STUDY
+ The findings are substantially based on the information given by the

dealers. The bias attitude of the dealers can be a limitation.
+ The finding of the study was based on the assumption that

information provided by the respondents is correct.
+ The survey is limited to 50 respondents which is very small compared

to the city population. Hence, this sample size may not be truly
representative.
+ Due to their busy schedule many dealers did not cooperate
COMPANY PROFILE
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60 YEARS OF INNOVATION AND EXCELLENCE
An acknowledged market leader and trend setter, The Indian Plywood Mfg.
Co. Pvt. Ltd. has been playing a dominant role in the highly competitive
plywood and blockboard industry in India since its inception.
The Indian Plywood Mfg. Co. Pvt. Ltd. since its inception in 1944, has
always been a trusted name in the wood panel industry. The history of IPM
is synonymous with the development of various kinds of plywood and other
wood based panel products in India which include marine plywood’s,
engineered plywood products, low budget and high end products.
With 60 years of valuable experience behind them, they are fully geared to
meet the challenges and requirements of the new generation. A relentless
quest for perfection, the hallmark of a true leader, continues to lead us to
greater heights and act as a beacon of hope and inspiration for the whole
industry.
∗ 1944
The Indian Plywood Mfg. Co. Ltd., pioneers in the field of plywood and
other reconstituted wood panel products, was established.
∗ 1951
Introduced Anchor Marine Plywood primarily to cater to the rigorous
requirements of the Indian Navy.
Pioneered a wide range of “engineered” Plywood products like:

 Anchor Shuttering Plywood
 Anchor Filmfaced Plywood
28
 Anchor Fire Retardant Plywood

 Anchor Aircraft Plywood
∗ 1962
Introduced for the first time in India, a unique extruded type particle
board.
∗ 1973
Set up a full-fledged Research and Development Division with the
recognition of the Department of Scientific and Industrial Research,
Government of India.
∗ 1999
Set a new benchmark in plywood by introducing Anchor 72 Fire Retardant
Marine Plywood.
∗ 2000
 Launched Anchor 2000 -tomorrow’s plywood at yesterday’s
price.
 Introduced “Anchor Privilege Card”-the first in the plywood
industry.
 Opened a showroom-cum-technical centre inside a plywood factory -
the first of its kind in Mumbai.
ANCHOR – SETTING NEW STANDARDS
29
Way back in the year 1951, Indian Plywood Manufacturing Co. Pvt. Ltd.
introduced Anchor Marine Plywood primarily to cater to the rigorous
requirements of the Indian Navy.
Since then Anchor has remained India’s No. 1 Marine Plywood, with the
country’s first ever lifetime guarantee against borer attack.
ANCHOR – PIONEERING NEW PRODUCTS
Back in the fifties, Anchor blazed a trail by introducing a wide range of

‘engineered’ plywood products like Anchor shuttering plywood, Anchor film
faced plywood, Anchor fire retardant plywood and Anchor aircraft plywood,
for use in such extensive applications as concrete shuttering and form work
in building construction, in ship building, in railway coach construction, in
structural parts of aircraft, and in furniture and building interior systems.
Through extensive experiments and trails Anchor successfully developed

the first ever veneered decorative plywood from reconstituted veneers
using Indian commercial timbers. Ever on the innovative trail, Anchor
carried out pioneering work in the development of resin impregnated
densified wood laminates for applications in electrical switch-gear and other
engineering applications, and setup a state-of-the-art manufacturing unit.
In the early sixties, Anchor forayed into the field of particle boards, and
introduced, for the first time in India, an extruded type veneered particle
board called Okalboard, manufactured by a unique extrusion process
developed by Otto Kriebaum of Germany. To Anchor goes the
credit for popularizing the use of particle board, and for developing the
world’s first flat pressed type teakwood particle board, in three layers
constructions, using Phenol Formaldehyde synthetic resin.
30
RESEARCH – THE BACKBONE OF OUR DEVELOPMENT
In 1973, Anchor setup a full fledged research and development division and
won the recognition of the Department of Scientific and Industrial Research,
Govt. of India. Through in-house research Anchor developed new resin
formulations using extracts from complex chemical wastes generated by the
coal carbonizing industries and several machines for the plywood and the
particle board industries.
ANCHOR – IN TUNE WITH NATURE
In the year 1987 Anchor enthusiastically mooted a proposal to form a joint

venture with the Karnataka State Forest Plantation Corporation for raising
captive plantations, raised a plantation on 100 acres. Subsequently this
plantation was handed over to the Karnataka Forest Department.
The company also raised nurseries at their factory at Dandeli and in several
other places in South Kanara and supplied seedlings to the forest
department. Besides, regular replantation was undertaken in the gaps
created during annual extractions of timber from forests, with valuable A
class plywood timber species, using seedling raised in the company’s
nurseries.
ANCHOR – SAFETY FIRST
31
The year 1999 witnessed a new milestone in the evolution of the plywood
industry in the country with the launch of Anchor 72 Fire Retardant Marine
plywood, a plywood engineered to ensure protection not only from weather
and wood destroying organisms, but also from fire hazards. It
demonstrated the company’s technological strength and its futuristic
outlook.
ANCHOR – NEW PRODUCTS FOR THE NEW MILLENNIUM
The new millennium saw the launch of Anchor 2000 Marine Plywood, also
with a lifetime guarantee against borer attack, to meet the challenging
specifications of quality and economy in the projects where architects and
interior designers face the arduous task of working within the constraints of
a tight budget, but with a sincere concern for guaranteed performance.
Demonstrating that the Anchor people are quick in perceiving opportunities

in challenges they went on to re-launch Anchor Commercial Plywood with a
similar guarantee against borer attack, to cater to the needs of that
segment of the market.
ANCHOR – INTERNATIONAL FASHION WEAR FOR FURNITURE
The Mumbai unit of Anchor has been playing a leading role in the high
quality Decorative veneer and plywood market in the country for over 45
years. The Anchor super range of veneered decorative plywood has now
been expanded by introducing an extensive collection of exotic species in
enchanting colors and pleasing grain patterns. The quality has been
upgraded to make the plywood boiling water resistant and borerfree.
By setting up of an elegantly designed air-conditioned showroom cum

technical center, attached to their factory at Byculla in Mumbai, with a
systematic display of the full range of decorative plywood in the Anchor
32
super range, with conference facilities and technical support, Anchor has
responded to the growing needs of visiting architects, interior designers,
contractors and pywood dealers.
ANCHOR – ONLY A CLICK AWAY
In keeping with the developments sweeping the IT field, Anchor has already
launched its own web-site www.anchorplywood.com. Plans are also afoot to
install computers at their factory with special software so as to enable
interior designers to design and view their systems using various
combinations of decorative veneers.
ANALYSIS & DATA INTERPRETATION
33
TABLE – 1
TABLE SHOWING SINCE HOW LONG THE DEALERS ARE INTO

PLYWOOD & BLOCKBOARDS BUSINESS
Duration No. of Dealers Percentage

Less than 1 Year 0 0
1 to 2 Years 5 10
3 to 5 Years 12 24
5 to 10 Years 27 54
More than 10 Years 6 12
Total 50 100%
Analysis :-
From the above table it can be analyzed that majority of the dealers i.e. 54%
of them are into plywood and blockboards business from 5 to 10 years, 24% of
them are from 3 to 5 years, 12% of the dealers are into this business from
more than 10 years and 10% of the dealers are in this business from 1 to 2
years.
Inference :-
From the above table and analysis it can be inferred that majority of the
dealers are in the business from 5 to 10 years.
GRAPH – 1
GRAPH SHOWING SINCE HOW LONG THE DEALERS ARE INTO

PLYWOOD & BLOCKBOARDS BUSINESS
34
60
54
50
40
30
24
20
12
10
10
0
0
Less than 1 Y ear 1 to 2 Y ears 3 to 5 Y ears 5 to 10 Y ears M ore than 10 Y ears
TABLE – 2
TABLE SHOWING WHETHER THE DEALERS ARE AWARE OF INDIAN

PLYWOOD MANUFACTURING CO. PVT. LTD.
35
Aware No. of Dealers Percentage

Yes 49 98
No 1 2
Total 50 100%
Analysis :-
The above table clearly shows that a large majority i.e. 98% of the dealers are
aware of Indian Plywood Manufacturing Co. Pvt. Ltd. While only 2% of the
dealers are not aware of the company.
Inference :-
dealers are aware of Indian Plywood Manufacturing Co. Pvt. Ltd.
GRAPH – 2
36
GRAPH SHOWING WHETHER THE DEALERS ARE AWARE OF INDIAN

PLYWOOD MANUFACTURING CO. PVT. LTD.
No
2%
Y es
98%
TABLE – 3
TABLE SHOWING WHETHER THE DEALERS ARE AWARE OF ANCHOR

BRAND OF PLYWOOD & BLOCKBOARDS
37
Aware No. of Dealers Percentage

Yes 48 96
No 2 4
Total 50 100%
Analysis :-
The above table shows that a large majority i.e. 96% of the dealers are aware
of Anchor brand of plywood and blockboards while only 4% of the dealers are
not aware of Anchor brand of plywood and blockboards.
Inference :-
dealers are aware of Indian Plywood Manufacturing Co. Pvt. Ltd.
GRAPH – 3
GRAPH SHOWING WHETHER THE DEALERS ARE AWARE OF ANCHOR

BRAND OF PLYWOOD & BLOCKBOARDS
38
No
4%
Y es
96%
TABLE – 4
TABLE SHOWING WHETHER THE DEALERS ARE STOCKING ANCHOR

BRAND OF PLYWOOD & BLOCKBOARDS IN THEIR SHOPS
39
Response No. of Dealers Percentage

Yes 40 80
No 10 20
Total 50 100%
Analysis :-
The above table shows that a majority i.e. 80% of the dealers are stocking
Anchor brand of plywood and blockboards in their shops and 20% of the
dealers are not stocking Anchor brand of plywood and blockboards in their
shop.
Inference :-
From the above table and analysis it can be concluded that a majority of the
dealers are stocking Anchor brand of plywood and blockboards in their shop.
GRAPH – 4
40
GRAPH SHOWING WHETHER THE DEALERS ARE STOCKING ANCHOR

BRAND OF PLYWOOD & BLOCKBOARDS IN THEIR SHOPS
No
20%
Y es
80%
TABLE – 5
TABLE SHOWING THE MAJOR BRANDS OF PLYWOOD &

BLOCKBOARDS THE DEALERS ARE STOCKING IN THEIR SHOP
41
Brands No. of Dealers Percentage

Century Ply 19 38
Green Ply 6 12
Kit Ply 9 18
Sharada Ply 4 8
Anchor Ply 9 18
Honsur Ply 2 4
Others 1 2
Total 50 100%
Analysis :-
The above table shows that most of the dealers i.e. 38% of them are stocking
Century Ply brand of plywood and blockboards, 18% each of the dealers are
stocking Kit Ply and Anchor Ply brand of plywood and blockboards
respectively, 12% dealers stocked Green Ply, 8% of the dealers stocked
Sharada Ply, 4% stocked Honsur Ply and the remaining 2% of the dealers
stocked other brands of plywood and blockboards in their shop.
Inference :-
From the above table and analysis it can be inferred that most of the dealers
stocked Century Ply brand of plywood and blockboards in their shop followed
by Kit Ply and Anchor Ply.
GRAPH – 5
42
GRAPH SHOWING THE MAJOR BRANDS OF PLYWOOD &

BLOCKBOARDS THE DEALERS ARE STOCKING IN THEIR SHOP
40 38
35
30
25
20 18 18
15
12
10 8
5 4
2
0
Century Ply Green Ply Kit Ply Sharada Ply Anchor Ply Honsur Ply Others
TABLE – 6
TABLE SHOWING THE HIGHEST SELLING BRAND OF PLYWOOD &

BLOCKBOARDS WHICH THE DEALERS STOCK IN THEIR SHOP
Brands No. of Dealers Percentage

Century Ply 17 34
Green Ply 7 14
Kit Ply 10 20
43
Sharada Ply 3 6
Anchor Ply 10 20
Honsur Ply 2 4
Others 1 2
Total 50 100%
Analysis :-
From the above table it can be analyzed that according to most of the dealers
i.e. 34% of the revealed that Century Ply is the most highest selling brand of
plywood & blockboards which they store, 20% each of the dealers revealed
that Kit Ply & Anchor Ply are the most highest selling brands in the market
respectively, 14% said it is Green Ply, 6% revealed that Sharada Ply is the
highest selling brand, 4% said Honsur Ply and the remaining 2% of the
respondents revealed other brands.
Inference :-
From the above table and analysis it can be inferred that according to most of
the dealers Century Ply is the most highest selling brand of plywood and
blockboards which they stock in their shops. Kit Ply and Anchor Ply stood
equally in the second position.
GRAPH – 6
44
GRAPH SHOWING THE HIGHEST SELLING BRAND OF PLYWOOD &

BLOCKBOARDS WHICH THE DEALERS STOCK IN THEIR SHOP
35 34
30
25
20 20
20
14
15
10
6
5 4
2
0
Century Ply Green Ply Kit Ply Sharada Ply Anchor Ply Honsur Ply Others
TABLE – 7
TABLE SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE
MARKET
Reasons No. of Dealers Percentage

Quality 10 20
Price 11 22
Brand Name 3 6
Availability 5 10
45
Service 20 40
Others 1 2
Total 50 100%
Analysis :-
The above table shows that according to most of the dealers i.e. 40% of them
revealed that the service of the company is the reason why brand sells more
in the market, 22% indicated that the price of the brand is the reason why it
sells more, 20% said the quality of the brand makes it sell more in the market,
10% indicated that the availability of the brand makes it sell more in the
market, 6% said the reason of brand name and the remaining 2% of the
respondents showed other reasons.
Inference :-
From the above table and analysis it can be inferred that according to most of
the dealers the service of the company is the reason why the brand sells more
in the market. However it can be also considered that price and quality also
matters a lot for which the brand sells more in the market.
GRAPH – 7
46
GRAPH SHOWING THE REASON WHY THE BRAND SELLS MORE IN THE
MARKET
40
40
34
35
30
25
22
20
20
15
10
10
6
5
2
0
Century Ply Quality Price Brand Name Availability Service Others
TABLE – 8
TABLE SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING

STOCK OF PLYWOOD & BLOCKBOARDS.
Problems No. of Dealers Percentage

Borer Attack 5 10
Warping 12 24
De-lamination 16 32
47
Termites 10 20
Others 7 14
Total 50 100%
Analysis :-
The above table depicts that according to most of the dealers i.e. 32% of them
faced the problem of de-lamination in keeping stock of plywood and
blockboards, 24% of the dealers faced by the problem of warping, 20% faced
the problem of termites, 10% of the dealers faced the problem of borer-attack
and the remaining 14% of the dealers faced other problems in keeping stock
of plywood and blockboards.
Inference :-
From the above table and analysis it can be concluded that most of the
dealers faced the problem of de-lamination in keeping stock of plywood and
blockboards.
GRAPH – 8
48
GRAPH SHOWING THE PROBLEMS THE DEALERS FACE IN KEEPING

STOCK OF PLYWOOD & BLOCKBOARDS.
35
32
30
25 24
20
20
15 14
10
10
0
Borer Attack Warping De-lamination Termites Others
TABLE – 9
TABLE SHOWING HOW THE DEALERS CAME TO KNOW ABOUT

ANCHOR PLYWOOD & BLOCKBOARDS.
49
Sources No. of Dealers Percentage

Advertisements 3 6
Company Sales Person 26 52
Hoardings 1 2
Architects 12 24
Others 8 16
Total 50 100%
Analysis :-
From the above table it can be analyzed more than half of the dealers i.e. 52%
of them were aware of Anchor plywood and blockboards through company
sales persons, 24% of the dealers revealed that they came to know about
Anchor plywood & blockboards through the architects, 6% of the dealers were
aware through advertisements, 2% of them came to know from the hoardings
and 16% of them were aware through various other sources.
Inference :-
From the above table and analysis it can be concluded that most of the
dealers were aware of Anchor plywood and blockboards through the company
sales persons.
GRAPH – 9
50
GRAPH SHOWING HOW THE DEALERS CAME TO KNOW ABOUT

ANCHOR PLYWOOD & BLOCKBOARDS.
60
52
50
40
30
24
20
16
10
6
2
0
Advertisements Company Sales Hoardings Architects Others
Person
TABLE – 10
TABLE SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE

OF SALES
51

Yes 30 60
No 20 40
Total 50 100%
Analysis :-
The above table shows that according to majority of the dealers i.e. 60% of
them opined that advertising help increase in sales, while 40% of the dealers
indicated that advertising doesn’t help increase in sales.
Inference :-
From the above table and analysis it can be inferred that advertising helps in
increasing the sales of plywood and blockboards.
GRAPH – 10
52
GRAPH SHOWING WHETHER THE ADVERTISING HELPS IN INCREASE

OF SALES
No
40%
Y es
60%
TABLE – 11
TABLE SHOWING THE ANCHOR PRODUCTS WHICH THE DEALERS ARE

AWARE OF
53
Anchor Products No. of Dealers Percentage

Anchor 72 Marine Ply 46 23
Anchor 72 Fire Retardant Marine 10 5
Anchor Commercial Ply 33 16.5
Anchor Blockboard 41 20.5
Anchor Decorative Ply 18 9
Anchor Shuttering Ply 23 11.5
Anchor Flushdoors 29 14.5
Analysis :-
The above table shows that most of the dealers i.e. 23% of them were aware
of Anchor 72 Marine Plywood product of Anchor, closely 20.5% of the dealers
were aware of Anchor Blockboard, 16.5% dealers are aware of Anchor
Commercial Ply, 14.5% were aware of Anchor Flushdoors, 11.5% were aware
of Anchor Shuttering Plywood, 9% of the dealers were aware of Anchor
Decorative Plywood and 5% of the dealers are aware of Anchor 72 Fire
Retardant Marine.
Inference :-
From the above table and analysis it can be inferred that most of the dealers
are aware of Anchor 72 Marine Ply and Anchor Blockboard. The company
needs to concentrate on its Anchor 72 Fire Retardant Marine & Anchor
Decorative Ply products as it was found that majority of the dealers were not
aware of this product.
GRAPH – 11
54
GRAPH SHOWING THE ANCHOR PRODUCTS WHICH THE DEALERS ARE

AWARE OF
Anchor Flushdoors 14.5
Anchor Shuttering Ply 11.5
Anchor Decorative Ply 9
Anchor Blockboard 20.5
Anchor Commercial Ply 16.5
Anchor 72 Fire Retardant

M arine 5
Anchor 72 M arine Ply 23
0 5 10 15 20 25
TABLE – 12
TABLE SHOWING WHETHER THE DEALERS LIKE TO BECOME A

STOCKIEST FOR ANCHOR PRODUCTS IF GIVEN A OPTION.

Yes 43 86
No 7 14
Total 50 100%
55
Analysis :-
The above table shows that a large majority of the dealers i.e. 86% of them
are ready to become a stockiest for the Anchor products, while only 14% of
the dealers were not interested in becoming a stockiest for the Anchor
products.
Inference :-
From the table and analysis it can be inferred that majority of the dealers are
interested in becoming a stockiest for the Anchor based products.
GRAPH – 12
GRAPH SHOWING WHETHER THE DEALERS LIKE TO BECOME A

STOCKIEST FOR ANCHOR PRODUCTS IF GIVEN A OPTION.
No
14%
56
Y es
86%
TABLE – 13
TABLE SHOWING THE RATING OF THE AFTER SALES SERVICE OF THE

INDIAN PLYWOOD MFG. CO. PVT. LIMITED.
Rating No. of Dealers Percentage

Excellent 3 6
Very Good 21 42
Good 20 40
Average 6 12
Poor 0 0
Total 49 100%
Analysis :-
From the above table it can be analyzed that according to 42% of the dealers
the after sales service of The Indian Plywood Mfg. Co. Pvt. Ltd. is very good,
closely 40% of the dealers had a good review, 12% rated it as average and
the remaining 6% of the dealers had a excellent review.
57
Inference :-
From the table and analysis it can be inferred that the after sales service of
The Indian Plywood Mfg. Co. Pvt. Ltd. is very good and good.
GRAPH – 13
GRAPH SHOWING THE RATING OF THE AFTER SALES SERVICE OF THE

INDIAN PLYWOOD MFG. CO. PVT. LIMITED.
45
42 40
40
35
30
25
20
15
12
10
6
5
0
0
Excellent Very Good Good Average Poor
58
TABLE – 14
TABLE SHOWING RATING OF ANCHOR PRODUCTS AGAINST ITS

COMPETITORS
Factors Excellent Very Good Good Average Poor

Quality 16% 24% 26% 30% 4%
Price 4% 9% 25% 50% 12%
Brand Name 25% 30% 30% 15% 0%
Availability 10% 12% 35% 38% 5%
Service 20% 45% 25% 8% 2%
Analysis :-
The above table shows that :
 In the quality aspect of Anchor products most of the dealers i.e. 30% of
them rated it as average as against its competitors, 26% rated it as
good, 24% of them rated it as very good, 16% of them had a excellent
review and 4% rated it as poor.
 In the price factor of Anchor products most of the dealers i.e. 30% of
them rated it as average as against its competitors, 26% rated it as
59
 In the brand name aspect of Anchor products most of the dealers i.e.
30% each of them rated it as very good and good, 25% of the dealers
rated it as excellent and 15% of them had an average review.
 In the availability factor of Anchor products most of the dealers i.e. 38%
of them rated it as average as against its competitors, 35% rated it as
 In the service factor of Anchor products most of the dealers i.e. 45% of
them rated it as very good, 25% rated it as good, 20% of them rated it
as excellent, 8% % of them had an average review and 2% rated it as
poor.
GRAPH – 14
GRAPH SHOWING RATING OF ANCHOR PRODUCTS AGAINST ITS

COMPETITORS
60%
50%
40%
30%
20%
10%
0%
Excellent Very Good Good Average Poor
Quality P rice Brand Name Availability Service
60
SUMMARY OF FINDINGS
 It was found that majority of the dealers (i.e. 54%) of them are into
plywood and blockboards business from 5 to 10 years.
 A large majority (i.e. 98%) of the dealers are aware of Indian Plywood
Manufacturing Co. Pvt. Ltd.
 Again a large majority (i.e. 96%) of the dealers are aware of Anchor
brand of plywood and blockboards.
 A majority (i.e. 80%) of the dealers are stocking Anchor brand of
plywood and blockboards in their shops.
 Most of the dealers (i.e. 38%) of them are stocking Century Ply brand
of plywood and blockboards and (18%) each of the dealers are
stocking Kit Ply and Anchor Ply brand of plywood and blockboards
respectively.
 According to most of the dealers (i.e. 34%) of the revealed that
Century Ply is the most highest selling brand of plywood &
blockboards which they store and (20%) each of the dealers revealed
that Kit Ply & Anchor Ply are the most highest selling brands in the
market respectively.
 Most of the dealers (i.e. 40%) of them revealed that the service of the
company is the reason why brand sells more in the market.
 According to most of the dealers (i.e. 32%) of them faced the problem
of de-lamination in keeping stock of plywood and blockboards and
(24%) & (20%) of the dealers faced the problem of warping and
termites.
61
 More than half of the dealers (i.e. 52%) of them were aware of Anchor
plywood and blockboards through company sales persons.
 According to majority of the dealers (i.e. 60%) of them opined that

advertising help increase in sales.
 Most of the dealers (i.e. 23%) of them were aware of Anchor 72
Marine Plywood product of Anchor and closely (20.5%) of the dealers
were aware of Anchor Blockboard.
 A large majority of the dealers (i.e. 86%) of them are ready to become
a stockiest for the Anchor products.
 According to (42%) of the dealers the after sales service of The Indian
Plywood Mfg. Co. Pvt. Ltd. is very good & closely (40%) of the dealers
had a good review.
 In the quality aspect of Anchor products most of the dealers (i.e. 30%)
of them rated it as average as against its competitors.
 In the price factor of Anchor products most of the dealers (i.e. 30%) of
them rated it as average as against its competitors.
 In the brand name aspect of Anchor products most of the dealers (i.e.
30%) each of them rated it as very good and good respectively.
 In the availability factor of Anchor products most of the dealers (i.e.
38%) of them rated it as average as against its competitors.
 In the service factor of Anchor products most of the dealers (i.e. 45%)
of them rated it as very good.
62
SUG G EST I O NS & CO NCL USI O NS
 Company should provide better service to the dealer as sales

assistance, new product information etc.
 Local publicity should be made highly for consumer scheme to create
awareness of the dealer location.
 Introduce innovative schemes from time to time for dealers /
consumers.
 There is need to be preemptive offensive strategy in pricing. Price
parity should be maintain throughout the market.
 The company should emphasis on new model with quality and durability
and that should be uniqueness from the competitors.
 The company should seamlessly calculate dealer compensation, sales
commissions, adjustments, penalties and other financial transactions in a
multi-hierarchical dealer environment. The following benefits can be
achieved :
- Greater Coverage : service providers can manage a widespread

distribution of dealer networks so they can reach out to their
customers with the ability to set up complex dealer and agent
relationships within the network. The system can handle infinite
numbers of dealers, sub-dealers and sales agents.
- Monitor performance : The production of comprehensive report’s,

means the service provider can have a detailed view of dealer commissions
generated in order to better monitor performance. The service providers can
63
evaluate the dealers’ efficiency and sales patterns. They can also attach
sales agents to a group of dealers and monitor their performance on different
parameters such as revenue generated, customers acquired, customers
churned.
- Increase visibility: The service providers can form hierarchies as well

as Sales Groups comprising dealers, sub-dealers, and sales agents to
carry out sales operations to gain a better view of the value chain.
Commission sharing percentages amongst the agents, dealers and
sub-dealers can also be setup.
- Encourage competition: The service provider can offer promotional

bonuses or impose penalties to dealers, based on their performance in
acquiring customers, as well as retaining existing ones.
64
BIBLIOGRAPHY
1. C.R. Kothari, “Research Methodology (Methods & Techniques)”,

1995, Wishwa Prakashan.
2. Donald R.Cooper & Pamela S. Schindler, “Research Methodology”,

1999, Tata MacGraw Hill.
3. Schiffman, “Consumer Behaviour”, 2000, Tata MacGraw Hill.
4. Philip Kotler, “Marketing Management”
5. Company Journals
6. www.anchor.com
7. www.google.com
65
ANNEXURES
QUESTIONNAIRE
Name : ………………………………………………………
Shop Name : ………………………………………………………
Address : ………………………………………………………
1. How long have you been into this business ?

a. Less than 1 year [ ] b. 1-2 Years [ ]
c. 3-5 Years [ ] d. 5-10 Years [ ]
e. More than 10 Years [ ]
2. Are you aware of Indian Plywood Manufacturing Co. Pvt. Ltd. ?

a. Yes [ ] b. No [ ]
3. Are you aware of Anchor brand of ply wood and blockboards ?

a. Yes [ ] b. No [ ]
4. Are you stocking Anchor Plywood & Blockboards in your shop ?

a. Yes [ ] b. No [ ]
5. What are the major brands of plywood & blockboards you stock in your
shop?
a. Century Ply [ ] b. Green Ply [ ]
c. Kit Ply [ ] d. Sharada Ply [ ]
66
e. Anchor Ply [ ] f. Hunsur Ply [ ]

g. Others [ ]
6. Which is the highest selling brand of plywood & blockboards which you
stock in your shop ?
a. Century Ply [ ] b. Green Ply [ ]
c. Kit Ply [ ] d. Sharada Ply [ ]
e. Anchor Ply [ ] f. Hunsur Ply [ ]
g. Others [ ]
7. What do you think is the reason this brand sell more in the market ?
a. Quality [ ] b. Price [ ]
c. Brand Name [ ] d. Availability [ ]
e. Service [ ] e. Others [ ]
8. What are the problems you face in keeping stock of plywood and
blockboards ?
a. Borer Attack [ ] b. Warping [ ]
c. De-lamination [ ] d. Termites [ ]
e. Others [ ]
9. How did you come to know about Anchor Ply & Blockboards ?
a. Advertisements [ ] b. Co. Sales Person [ ]
c. Hoardings [ ] d. Architects [ ]
e. Others [ ]
10. Do you think that advertising help increase sales ?
a. Yes [ ] b. No [ ]
11. Which of the following Anchor products are you aware of ?

a. Anchor 72 Marine Plywood [ ]
b. Anchor 72 Fire Retardant Marine [ ]
c. Anchor Commercial Plywood [ ]
67
d. Anchor Blockboard [ ]
e. Anchor Decorative Plywood [ ]
f. Anchor Shuttering Plywood [ ]
g. Anchor Flushdoors [ ]
12. Given an option will you become a stockiest for any of these brands ?
a. Yes [ ] b. No [ ]
13. How do you rate after sale service of The Indian Plywood Mfg. Co. Pvt.
Ltd. ?
a. Excellent [ ] b. Very Good [ ]
c. Good [ ] d. Average [ ]
e. Poor [ ]
14. How do you rate Anchor products against its competitors ?
Factors Very Good Good Averag Poor Very Poor

e
Quality
Price
Brand Name
Availability
Service
15. Any suggestions to the company ?

………………………………………………………………………………
- Thanking You -
68
69

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CERTIFICATE

This is to certify that the summer training report entitled “A STUDY

I hereby declare that this summer report on industrial training entitled

a study on functional areas of “Indian Plywood Mfg. Co. Pvt. Ltd.”,

submitted to department of Management studies, INTERNATIONAL

INSTITUTE OF BUSINESS STUDIES, in partial fulfillment of the

requirement for the award of the degree of MASTER OF BUSINESS

ADMINISTRATION is a original work done by me during the period of my

study at the college under the supervision and guidance of ,

Mr. K.N CHADDA Department of management studies INTERNATIONAL

INSTITUTE OF BUSINESS STUDIES

Mahendra Kr. Singh

It is rather my long felt desire to express my profound gratitude to our pillar of

OVERVIEW OF THE CHAPTER SCHEME

∗ Chapter – 2 : Design of the Study

∗ Chapter – 4 : Analysis & Data Interpretation

Marketing deals with the whole process of entering markets, establishing

2. Commission Agents: In each primary and central market, individuals,

acting as buying or selling agents of producers, dealers or

3. Dealers : In all primary and central commodity markets, we invariably

Sharing Promotional Risks with Dealers

On analyzing the attitudes of dealers, the manufacturer sometimes finds that

To combat problems of this sort, manufacturers demonstrate considerable

one widely used strategy, the manufacturer attempts to persuade dealers to

Dealer Training Programs

Not all manufacturers benefit from providing dealer managerial training

Stimulating Distributive Outlets to Greater Selling Effort

Dealers apathy is common. Some manufacturers invest millions of dollars in

Incentives to the Distributive Outlet

Manufacturers sometimes combine dealer incentives with sales volume

Developing Managerial Efficiency in Distributive Organization

It may be that inappropriate or outmoded sales policies are the cause of

For example, automobile manufacturer once charged dealers for

Companies utilizing multiple marketing channels frequently encounter

Particular attention should be given to pricing policy. Wholesalers, as

Reformulation of other policies stimulates distributive outlets to greater selling

A frequent reason for the indifference of distributive outlets lies in their

Distributive outlets accept and push the promotions of those

distributive outlet has more confidence in the manufacturers current

Man’s dependence on wood as a versatile raw material dates back to the

The phenomenal advances made by man in the field of science and

Reconstituted Panel Products

Durability Of Reconstituted Panel Products

 Cyclic changes in atmospheric humidity and temperature.

Good Adhesives Make Good Panels

The synthetic resin adhesives commonly used in the manufacture of wood

 Urea Formaldehyde (UF)

Evaluating Weather Resistance

1. BWP Type ( Boiling Water Proof)

Only Phenol Formaldehyde synthetic resin fall under this type.

2. BWR Type (Boiling Water Resistant )

Extended Phenol Formaldehyde and aminoplastic resins like Melmin Urea-

3. WWR Type (Warm Water Resistant)

Urea Formaldehyde, fortified with Melamine is used to obtain WWR type

4. CWR Type ( Cold Water Resistant)

CONSTRUCTION OF PANEL PRODUCTS AND ITS EFFECT ON THE

Based on construction panel products can be grouped into three categories:

2. Particle Board and MDF

Block board has a construction which is a combination of agglomeration and

Reconstituted wood panel products are essentially articles of wood. Hence,

Wood Destroying Organisms

Wood Destroying organisms can be broadly classified into two

Wood Staining Fungi

Wood Roting Fungi