[1]

CENTRE FOR MANAGEMENT TECHNOLOGY

A
Summer Project Report On
“Marketing Strategy of Hari Udyog (P) Ltd.”

At
HARI UDYOG (P) LTD
BALASORE
For the Partial fulfillment of the degree of
Post Graduate Diploma in Management
2009-11
SUBMITTED BY
DURGA SANKAR RATH
Roll no.14909015
MR.ANANT JYOTI
(HEAD OF DEPT.)
INTERNAL GUIDE
 [2]

MR.AMIT PIRI MANAGER (SALES OPERATION)

DEDICATION
This project report is fully dedicated to the almighty
omnipresent lotus feet of

MAA
Whose inspiration, blessing & motivation energized me to
work in every condition and bring the job to this present
shape

So I pray you MAA to make my job perfect & satisfactory.

 [3]

CERTIFICATE

This is to certify that the Project titled, “MARKETING

STRATEGY OF HARI UDYOG (P) LTD.” is an original work of

Durga Sankar Rath, a student of Cente For Management

Technology is being submitted in partial fulfillment of the

requirements for the award of the degree of POST GRADUATE

DIPLOMA IN MANAGEMANT (PGDM) of Utter Pradesh

university of technology APPROVED by AICTE,. The summer

project report has not been submitted earlier either to this

university to any other University/Institution for the

fulfillment of the requirement of a course of study.

Date: Name:

Signature of the Guide

 [4]

DECLARATION

I, Mr.Durga Sankar Rath do hereby declare that the present Business Research

project titled “MARKETING STRATEGY OF HARI UDYOG (P) LTD.” being

submitted to Centre For Management & Technology, Approved by AICTE in

partial fulfillment of the PGDM degree has not been submitted to any other

organization or institution for the award of my degree.

Date:

Place: (Durga Sankar Rath)

 [5]

ACKNOWLEDGEMENT

I am thankful to Mrs. Shewta Dubey, Director of Centre For Management &

Technology who showers her ever graceful guidance by extending his cooperation
in giving an opportunity to do my summer project report on “MARKETING
STRATEGY OF HARI UDYOG (P) LTD.”

.I am also highly indebted to my esteemed guide Prof. Anant Jyoti (H.O.D of PGDM
in Centre For Management &technology) whose continued and invaluable
guidance can never be forgotten by me and without whom, this study could not have
got the present shape.

I take this opportunity to place on record my grateful thanks and sincere gratitude
to Mr. Amit Piri, Manager (sales operation), Hari Udyog (P) Ltd, Balasore, who
has given me this opportunity to conduct this project work in this organization. My
study would not have been completed if I had not been able to get the support and
guidance of Mr. Piri and other employees of the organization.

Lastly, I would express my grateful thanks to my family members and my friends

who inspired me to put in my best efforts for the completion of the Project Report

Durga Sankar Rath PGDM- 2009-11

Date: Regd.No-09/cfmt/up/pgdm/ft/15
 [6]

PREFACE

It is a golden opportunity to do a project on a study of

“MARKETING STRATEGY OF HARI UDYOG (P) LTD”, BALASORE.

Objective of this project is to study the different types of marketing strategy of Hari-Udyog Pvt. Ltd.
in Orissa. In this report I am successful in analyzing the satisfaction level towards market segment
in Rourkela, Sambalpur, Jharsuguda and Sundargarh.

I am sure that the readers of this project will definitely get an idea about different customer’s
behavior and their level of satisfaction towards plastic manufacturing company vis-à-vis Hari-
Plaast pipe at Balasore.

Date:-

Place:- Signature
 [7]

CONTENTS
CHAPTER-1
INTRODUCTION CHAPTER-5
-Objective of the study HARI-PLAAST
MARKETING STRATEGY
-Scope of the study
-Marketing mix of
-Purpose of the study Hari-Plast

CHAPTER-2 -Product strategy

COMPANY PROFILE -Pricing strategy

-Mission -Distribution strategy

-Vision -Promotional strategy

-History and location - Points to be focused

CHAPTER-3
RESEARCH
CHAPTER-6
METHODOLOGY FINDINGS AND
-Conceptual study SUGGESTIONS

-Methodology of the -SWOT analysis

study -Findings

CHAPTER-4 -Suggestions

DATA ANALYSIS AND -Limitations

INTERPRETATION
CHAPTER-7
-Classification of data
CONCLUSION
-Graphical
presentation BIBLIOGRAPHY

-Tabulation and APPENDIX

analysis
 [8]

CHAPTER-1

INTRODUCTION
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
PURPOSE OF THE STUDY
 [9]

INTRODUCTION

“Good marketing is not an accident, but a result of careful planning and

execution. Marketing practices are continually being refined and reformed in
virtually all industries to increase the chances of success. Marketing excellence is
rare and difficult to achieve. Marketing is both ‘art’ and ‘science’ –there is constant
tension between the formulated side of marketing and the creative side.”

“Marketing deals with identifying and meeting human and social needs.
One of the shortest definitions of marketing is “meetings needs profitably.”
The 21st century is the era of Advertising, Marketing and Sales Promotion;
Marketing is to convert social needs into profitable opportunities. As it is said
“Marketing thinking starts with the human needs and wants”. Apart from basic
necessities of air, water, shelter and clothing, every person has strong desire for
recreation and entertainment. They have strong preference for particular brand of
basic and services. Marketing serves as the link between the society’s needs and its
pattern of Industrial response.

“Plastic” which has been a part of our life to be introduced. In every part and
every section of our daily there is some touch of plastics. Presently plastic industry
sectors are considered as one of the fastest growing sector throughout world.
Though it is an industrial and consumer product having wide application in India
and so also its growth are very high in developing countries like India.

The plastic pipe industry reflects the creativity, innovativeness and ability
on the part of both producers and consumers to exploit the most out of the specific
characteristics of this material, the high strength weight combination, the
 [10]

dielectrically strength, the formability and the recyclables, the non-corrosive and
chemical resistance, flexibility and nontoxic have contributed towards the wide
spread penetration of this material in day-to-day use. Free from ban on subject to
non-application in food container and in medical application promoted efficient
primary producer as well as secondary producer.

The Indian plastic pipe industry which had a late start is really poised for
rapid growth. It has steadily grown and totally both the sector of this industry, i.e.
raw material manufactured and conversion are fairly well established. Between
1980-1981 and 1990-1991 consumption of plastic in India went up steadily,
increasing at an average rate of 11%p.a. The current consumption of major
commodity plastics like polythene(PE), all type of polypropylene(PP), polyvinyl
chloride(PVC) and poly styrene is over one million tones and the current
manufacturing capacity of this major plastics also stand at the same level. The
country’s present requirement of the high volume, low price commodity plastics
such as LDPE and HDPE are totally made from indigenous sources. It is treated as
the numeral uno in the state of Orissa as the matter of plastic pipes and concerned.
 [11]

OBJECTIVE OF THE STUDY

For completion of a project report the valuable data’s are required and this could
be collected from various methods i.e., by interview, questionnaire, etc. the aim of
my study is –

1. To conduct or analytical investigation of Hari-Plaast plastic pipes performance and

windfall.
2. The perception of dealers and market shares in today’s competitive environment.
3. And basing upon the outcomes of the study some remedial measures are
recommended to develop the market position of Hari-Plaast in special relevance to
plastic pipe market.
4. How the industries have been benefited by dealers and sub dealers.

SCOPE OF THE STUDY

In the present market the demand of plastic pipe has an increasing far end. Due to
change in life style, more durability as compared to cast iron, industrial and agricultural
development and increase in the acceptance of plastic pipe is so wide open.

 Identification of major competitor’s Hari-Plaast and studies the attitude of

consumers towards them.
 Identification of attributes preferred by dealers and direct customers towards Hari-
Plaast pipes
 Identification of common pitfall of marketing strategy adopted by the company.
 Identification of the consumers who are not aware and use of plastic pipes and what
is the reason behind this.
 [12]

PURPOSE OF THE STUDY

1. To find out the present position and status of the company.

2. To analyze and compare the standard of this pipe with pipes of other

brands.

3. To find out special characteristics of this pipe which makes an interest

with the customers to purchase it?

4. To evaluate market strategy adopted by the organization.

5. To study the awareness of people towards the product.

 [13]

CHAPTER-2

COMPANY PROFILE
MISSION
VISION
HISTORY AND LOCATION
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RESEARCH METHODOLOGY

CONCEPTUAL STUDY

All the business and industries enterprises are adopting the marketing
activity, not only trying to satisfying the customer needs but also enlighten them.
Industries are putting their effort to provide their products in the form of goods and
services at right time at right place, keeping the view of consumer income, taste and
fashion. For that marketing, information is required. A certain degree of risk is
attached with the success of business. Improper information and business
environmental facts are causes the risk of failure or down fall, minimizing the
degree of risk management or manager should be needed the market information
along with rapid change in business environment, identifying marketing
opportunities.

Marketing research is an activity directed towards collection of information,

that boost to achieving the goals in a steady and sound way the main measure on
which marketing researches are concern given below-

RESEARCH PRODUCT

1. Study on the actual uses of a given services.

2. Study on additional uses of existing services.
3. Revising the service quality, feature, service design rationalization of services.
4. Study on competitive position on market.
5. Study on package designing of services.
 [15]

6. Testing the lunching services by market survey.

RESEARCH ON MARKET

1. Study of market size and potential.

2. Study of market profile.
3. Market share analysis.
4. Determining market characteristics.
5. Study on market segment
6. Conducting elaborate market survey.
7. Sales forecasting.
8. Study of overall business trends.
9. Study of customize and seasonal trend.

RESEARCH ON SUPPLIER

1. Study on quality of raw materials.

2. Study on timely supplying materials.
3. Study of costing on input materials.
4. Study on purchasing the raw materials on seasonal basis.

RESEARCH ON CONSUMER

1. Study of consumer profile.

2. Study of consumer brands, preference taste and responds.
3. Study of shift in consumption pattern.
 [16]

4. Study of consumer dissatisfaction and reason.

RESEARCH ON COMPETITOR

1. Study competitive structure of industries and individual competitors.

2. Study of competitor’s products, price, promotional activity, channel policy and sales
methods.
Collecting marketing information by marketing research methodology is very
common practices for those goal oriented companies and industry in competitive
era.

METHODOLOGY OF THE STUDY

This section of the survey puts emphasis on the procedure that has been
followed by us during the research study. This facilities a reader to understand the
project work easily and clearly. The methodologies that have been used in the
research study are as follows:

A) Research design
B) The sampling procedure
C) Questionnaire
D) Data collection
E) The analysis procedure

(A) RESEARCH DESIGN USED

The type of research designed used by me to gather information or data for

this project can be termed as descriptive research. Descriptive research includes
surveys and facts finding enquires of different kinds. The major purpose of this
research is description of the state of affairs as exists at present. Therefore I have
 [17]

adopted the questionnaire method and surveyed more number of people. The main
characteristics of the research are that researcher has not control over the variables.
The researchers can only report what has happened or what is happening. One point
to be noted is that there is no single standard and correct method research until he
finds out the proper approach because there are pretty good number of ways to
tackle a problem. There is no single project design which will provide with a single
standard and correct method of carrying out a piece of research.

(B) THE SAMPLING PROCEDURE

It is not possible for a researcher to collect data from every member of the
population for a particular research due to the monetary constraint as well as
unnecessary complication and elongation of the study though it may give accurate
conclusions. The research was done by sampling method. Thanks to our statisticians
were instead of taking every element of populations, a representative sample
represents the characteristics of the population.

The basic task of the researcher is to decide on the sampling unit to be

chosen which a crucial judgment is of course. The following questions are to be
answered first before choosing the sample units.

 Who are to be surveyed?

 The sampling size.
 Sampling procedure
 The best method of sampling
Here I have used simple random sampling for the purpose of data collection.

Simple random sampling:

This type of sampling is also known as chance sampling or operability where

is and every item in the population has an equal chance of inclusion in the sample
 [18]

and each one of the possible samples, in case of finite universe, has the same
probability of being selected.

(C) QUESTIONNAIRE DESIGN

 Determine the specific data to be sought

 Determine the interviewing process.
 Evaluate the question content.
 Determine response format.
 Determine wording of the questions.
 Determine the physical characteristics of the form.
 Pretest-revise-and final draft.

STEPS FOR DEVELOPING A QUESTIONNAIRE

Questions/responses can be roughly classified in two principal groups;(1)

close-ended questions in which a list of acceptable responses are not provided to
the respondent and they many answer in his or her own words.

Open-ended in this type, the question. The question is structured, but the
responses are unstructured. That is respondent is expected to reply with whatever
words are considered to be relevant .The interviewer’s task is to record the
response in the exact wording that is forthcoming, as far as feasible. We may
distinguish three subtypes of open-ended responses: (1) free response, (2) probing
(3) projective techniques.

Close-ended, there are several types of the close-end Varity, in all of which
both the question and the response are structured .Although the questions differ
somewhat relative to the format of the responses given, our main interest and the
chief distinguishing feature between the close end sub type s lies in the
 [19]

responded .We place the many varieties of these in five major subtypes: (1)
dichotomous, (2) ranking (3) checklist (4) scales.

(D)DATA COLLECTION PROCEDURE

Data are two types; one is secondary data which were collected by referring
already available data’s from the company people. The primary data of my project
was mainly collected through survey method with the help of questionnaire which
contains opened and some structured questions.

Perusing my objectives, I went to different places and establishments

located at different areas. I collected the information from prospects and also the
non-customers. I have spoken to all the customers individually.

(E)THE ANALYSIS PROCEDURE

It is very important. From the analysis part only the analyzed data’s give a
meaningful answer. The analysis procedure comprises of the systematic tabulation
of the obtained data which are arranged in the tables systematically and from these
tabulation only, inference are drawn by using mathematical tools and graphs.
 [20]

Assemble Data

Bringing the data into order

Arrays, tabulation establishing categories, percentages

Summaries the data’s

Statistical summarization, measure of central tendency and dispersion graphical

presentation

Select appropriate analytical method

 [21]

Examine difference analyze experimental data investigate association

CHAPTER-4

DATA ANALYSIS AND

INTERPRETATION
CLASSIFICATION OF DATA
GEOGRAPHICAL PRESENTATION
TABULATION AND ANALYSIS
 [22]

CLASSIFICATION OF DATA

The data collect in my survey was of basically two types:

1. Primary data: these data’s are collected through the survey in the form of

questionnaire.

2. Secondary data: These data’s are collected from the company personal.

The secondary data in my survey were of basically two types:

(i) background/ profile of the company

(ii) Objective of the company

 [23]

Q1.Type of establishment-

SL. NO TYPE OF ESTABLISHMENT NO OF RESPONSE

1 HARDWARE & SANITARY 12

2 EXCLUSIVE PIPES 3

3 OTHERS 4

OTHERS
21%

EXCLUSIVE
PIPES HARDWARE &
16% SANITARY
63%
 [24]

From the above data, 63% respondents have hardware & sanitary type of
establishment followed by others (21%) and exclusive pipes (16%).

Q2.Which brand do your customer prefer most? Plz. Mention serially (dealer/customer
prefer wise).

SL.NO. NAME OF BRAND NO. OF RESPONSE

1 HARI-PLAAST 2

2 JAISWAL 0

3 ORI-PLAST 5

4 DURO-PLAST 1

5 KRISHNA PLAST 3

6 NEEL PLAST 1

7 ANY OTHER BRAND 11

 [25]

12 11
10
8
6 5 NO. OF RESPONSE
4 3
2
2 1 1
0
0
HARI-PLAAST

ORI-PLAST

KRISHNA PLAST

ANY OTHER
JAISWAL

NEEL PLAST
DURO-PLAST

BRAND
Here most of the respondents gave the data that their customers prefer any
other brands, i.e., Phenolex, Supreme, Paras, and Kissan. Hari-Plaast placed at 4 th.

Q3. Why your customer is always loyal to a particular brand (same brand)?

SL.NO CAUSES OF LOYALITY NO OF RESPONSE

1 FOR ITS QUALITY 11

2 ADVERTISEMENT 3

3 PRICE 3

4 PUSH SALE BY DEALER 4

5 SERVICE 3

6 DURABILITY 1

7 ALL THE ABOVE 0

 [26]

12 11
10
8
6 4 NO OF RESPONSE
4 3 3 3
2 1
0
0
FOR ITS QUALITY

ADVERTISEMENT

DURABILITY
PRICE

SERVICE

ALL THE ABOVE

PUSH SALE BY
DEALER

From the above analysis it has been found that, mostly the customers are
loyal to a particular brand for its quality followed by push-sale by dealer.

Q4. Who recommends customer to purchase some specific branded pipes?

NAME OF
SL.NO. RECOMMENDERS NO. OF RESPONSE

1 YOURSELF 9

2 PLUMBERS 10

3 CUSTOMER HIMSELF 3

4 ARCHITECT/ENGINEER 1

5 FRIENDS & RELATIVES 2

 [27]

12
10
10 9
8
6 NO. OF RESPONSE
4 3
2
2 1
0
ARCHITECT/ENGINEER
CUSTOMER HIMSELF

FRIENDS & RELATIVES

PLUMBERS
YOURSELF

The above table shows that the plumbers and the shopkeepers play a vital
role for selling the specific branded pipes. Plumbers push the customers to purchase
the specific branded pipes followed by the shopkeeper himself.

Q5. Are you getting special incentives beside your percentage from the company?

GETTING SPECIAL
SL.NO. INCENTIVES NO. OF RESPONSE

1 YES 10

2 NO 7
 [28]

NO
41%
YES
NO
YES
59%

59% of the respondents get special incentives beside percentage from the company and 41% do not
get incentives.

Q5 (A). If yes, then pls. specify…………..

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The respondents who get incentives are benefited by the company through
the following ways-

 TOT
 Incentive for achieving target
 TOD-CD
 Discount on price
 Credit facility

SL.NO. TYPE OF PROMOTION NO. OF RESPONSE

1GOOD ADVT. SUPPORT 1

2DEALERS &SUB-DEALERS MEET 0

3PLUMBERS MEET 2

4BETTER CREDIT TERMS 0

5INCENTIVE ON BULK PURCHASE/DISCOUNT 1

6GIFTS 1

7ALL THE ABOVE 2

 [30]

2.5
2 2
2

1.5
1 1 1 NO. OF RESPONSE
1

0.5
0 0
0

BETTER CREDIT

PURCHASE/DISCOUNT

GIFTS
PLUMBERS MEET

ALL THE ABOVE

GOOD ADVT.

DEALERS &SUB-
DEALERS MEET

INCENTIVE ON BULK
SUPPORT

TERMS

But whom they do not get incentives, they want various type of support like
good advt. support, plumbers meet, incentive on bulk purchase/discount, gifts etc.
But majority is plumbers meet and some want all.

Q6. Weather the supply is

SL.NO SUPPLY CATEGORY NO. OF RESPONSE

1 ACC. TO DEMAND 15

2 MORE THAN DEMAND 1

3 LESS THAN DEMAND 1

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16 15
14
12
10
8 NO . OF RESPONSE
6
4
2 1 1
0
ACCORDING MORE THAN LESS THAN
TO DEMAND DEMAND DEMAND

Most of the respondents, nearly equal to 90% feel that supply is according to the demand.

Q7. What is the mode of distribution?

SL. NO. OF
NO MODE OF DISTRIBUTION RESPONSE

DIRECTLY FROM THE

1 COMPANY 15

THROUGH LOCAL
AGENT/DISTRIBUTOR/DEALE
2 R 5

3 ANY OTHER 1
 [32]

15
16
14
12
10
8 5 NO. OF RESPONSE
6
4 1
2
0

AGENT/DISTRIBUTO
DIRECTLY FROM

ANY OTHER
THE COMPANY

THROUGH LOCAL

R/DEALER

Here, the distribution mostly takes place by directly from the company and
somewhat through local agents/distributor/dealer.

Q8. Are you aware of Hari-Plaast brand PVC pipes?

AWARE OF NO. OF
SL.NO. HARI-PLAAST RESPONSE

1 YES 11

2 NO 6
 [33]

NO
35%
YES
NO
YES
65%

The above data shows that 65% of respondents are aware of Hari-Plaast brand as well as 35% are
unaware of about it

Q9. How is the quality of Hari-Plaast as compared to other brands?

TYPE OF NO. OF
SL.NO. QUALITY RESPONSE

1 GOOD 5

2 EQUAL 4

3 POOR 0
 [34]

MODERAT
4 E 1

6
5
5
4
4
3 NO. OF RESPONSE
2
1
1
0
0 MODERATE
POOR
GOOD

EQUAL

Most of the respondents feel that the quality of Hari-Plaast is a good one;
some feel that it is equal to other brands. But it is better for the company that no-
one feel that it is a poor one.

Q10. Do you think the advertising of the Hari-Plaast is satisfactory as compared to

other brands?

SL. SATISFIED NO. OF

NO. ADVERTISING RESPONSE
 [35]

1 YES 5

2 NO 3

NO
38%
YES
NO
YES
62%

62% feel that the advt. of Hari-Plaast is satisfactory as compared to other

brands but also 38% feel that advt. of Hari-Plaast is not satisfactory.

Q11. After selling of Hari-Plaast pipes, are you facing any difficulty/problem?

NO.OF
SL.NO. DIFFICULTY/PROBLEM RESPONSE

1 YES 0

2 NO 3
 [36]

YES
0%

YES
NO

NO
100%

It is a good thing that the respondents are not facing any difficulties/problems after
selling Hari-Plaast pipes.

Q12. What are the types of consumers dealing with Hari-Plaast products?

NO. OF
SL.NO. TYPES OF CONSUMER RESPONSE

1 PRIVATE SECTOR 7

2 DIFFERENT PROJECT 2

3 GOVT. SECTOR 1

4 AGRICULTURE 0

ORGANISATION/INSTITUTI
5 ON 1

6 ALL THE ABOVE 10

 [37]

12 10
10
8 7
6 NO. OF RESPONSE
4 2
2 1 1
0
0

ORGANISATION/INS
PRIVATE SECTOR

GOVT. SECTOR
DIFFERENT

AGRICULTURE

ALL THE ABOVE

PROJECT

TITUTION

The graph shows that most the respondents feel that they are dealing all
type of customers. After that, many deals with the private sector customers.

Q13. Suggest areas where Hari-Plaast will to improve upon, with methods of
improvement.

The positive respondents feel that Hari-Plaast can improve if it considers the
following ways:-

 Advertisement
 Plumbers meet
 Manufacture of SWR fittings
 Manufacture of HDPE fittings
 Garden Hose requires
 Quality improvement
 Range of products
 Price factor
 [38]

CHAPTER-5

HARI-PLAAST MARKETING
STRATEGY
MARKETING MIX
PRODUCT STRATEGY
PRICING STRATEGY
DISTRIBUTION STRATEGY
PROMOTIONAL STRATEGY
POINTS TO BE FOCUSSED
 [39]

HARI–PLAAST MARKETING STRATEGY

Marketing strategy is the complete and unbeatable plan design specifically for attaining the
marketing objective of the firm. The marketing objective indicate what the firm wants to
achieve, the marketing strategy provides the design for achieving them. Marketing strategy
that decides the success at the business unit level which in term decided the total
corporation’s success. The linkage between marketing strategy and overall corporate
success is indeed direct and vital. And in this linkage lies the significance of marketing
strategy. It is only logical that marketing strategy takes it’s direction and cue from the
marketing objectives of the firm. Marketing strategy is not a nebulous idea. It is a well
outline game plan.

Now-a-days marketing has emerged as the centre piece of the business activity for survival
of companies in plastic pipe industry of Orissa. But Hari-Plaast is growing and achieved
success in Orissa market. Through constant endeavors the companies has become the
largest plastic pipe manufacturer in Eastern India as one of the leaders in this field in our
country. If the company stays in a better position in pipe market, then company sketch out
appropriate marketing strategy keeping eye on competitor’s policies, market position,
corporate objectives and also changing environment and culture of the company.

MARKETING MIX OF HARI-PLAAST

As we know that target market and marketing mix constitute the marketing strategy
platform of the firm, so while company corporate strategy from the foundation for
its growth. It was the marketing strategy of the company that actually translated the
company’s vision into reality. The company carried out its market targeting the real
or ideal manner and it evolve effective strategy in each of four P’s of marketing.
 [40]

PRODUCT STRATEGY

Though all the four P’s have unique position in the marketing mix of a firm.
In the first place it chooses the product that would meet the identified needs of the
chosen consumer goods. Product has a very special position as it constitutes the
most substantive element in any marketing offer. Product is anything that a
company or a firm offers to the market for satisfying a need or a want. If the
objective is to satisfy customer’s needs, understand what total task a customer is
trying to accomplish when using a product.

Hari-Plaast has chosen an aggressive product strategy. So it has placed a

wide range of quality pipes in the market. It added various types of pipes for
different purpose of use as sprinkler irrigation system, direct action hand pump,
ribbed well screen pipes. Thus Hari-Plaast product strategy is comprised of product
variety based on modern technology with comprehensive product range best
contemporary design emphasis on product quality, appropriate product leveling,
good brand name and also good packaging.

PRODUCT VARIETY BASED ON MODERN TECHNOLOGY

Hari-Plaast consciously opted for its product best assessrtment or breath.

Though it has no collaboration with others. Hari-Plaast shaped its product strategy
around the technological superiority of its products. The variety products produced
by the company are as follows:
 [41]

PIPE TYPE STANDARD DIMENSION APPLICATION

AVAILABLE
Grey PVC pipes IS:4985/2000 & 20mm to 315mm Water carriage/Transportation
ISO:4422 of Sewage, Effluent
disposal etc.
PVC pipes & IS:13592 63mm to 160mm Soil, Waste & Rain
Fittings Water(SWR) drainage
System
Blue Threaded IS:12818 & 40mm to 250mm Shallow, Medium &
PVC pipes & DIN:4925 Deep Tube well
strainers
Blue Threaded ASTM-D-1785 1/2" to 12” Water distribution in the
PVC pipes & ASTM-D-2241 & Sch. 40/80/120 Housing segment &
fittings BS:3505 Tube wells as wells
Fabricated PVC IS:10124 Up to 315mm Suitable for use with PVC pipes
fittings made to
IS:4985
Tara Hand Pump IS:14106 Suitable for use in Tara
spares Hand Pump 15 to 40
Meters well depth
Solvent cement IS:14182 Jointing of PVC pipes
HDPE pipes & IS:4984 & 16mm to 315mm Water carriage, Transportation of
Fittings DIN:8047 Sewage, effluent disposal etc.

BRANDING

A brand is defined as a name, term, sign symbol or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of competitors. A trade mark of a brand that has been given
legal protection thus ensuring its use exclusively by one seller. Trade mark is thus a legal
term where as brand is a marketing term. In the age of brands the brand name is naturally a
major selling tool and one of the most important components of the total product
promotions.

Advertising and undifferentiated or unbranded product becomes a difficult task. A brand

name facilities advertising and promotions and function as a demand stimulant. Hari-Plaast
products are sold under one brand name “Hari-Plaast” to avoid the duplicity of its products.

LABELLING

Labeling means putting identifications marks on the package. The label is an important
feature of a product. It is that part of a product which contains information about the
producer of the product. A label may be part of a package or may be a tag attached directly
 [42]

to the product. Labeling helps the buyer understand the nature of the products, its
distinctive features, its composition, its performance, etc. There are grade labels and
descriptive labels. In great labeling product classification are based on quality. Product
classified in to A, B, C or 1, 2, 3 categories based on quality. But among branded product,
mostly descriptive labeling is used, furnishing detailed information about product attributes
and qualities. For customer knowledge company is labeling its product within one meter
gap as brand name, size and pipe pressure rating in sequential basis.

PRICING STRATEGY

Pricing is an important element of marketing mix of a company and fixing price of a

product is perhaps the most difficult task of the market manager. Price is undoubtedly one
of the most important decisions in the area of marketing. Price and sales volume together
decide the revenue of any business. As the sales volume in itself is dependent on price,
pricing really becomes the key to the revenue of any business. Pricing is crucial to the profit.
Pricing becomes a vital decision area on account of certain other factors besides its crucial
role in bringing revenues and profit to the business.

Price is the amount for which a product, a service or an idea is exchanged for offer for sale
regardless of its worth or value to the potential purchaser. In Orissa Hari-Plaast have three
types of market customer, i.e., private market customer, institution or organization market
customer and govt. market customer. For which price fixing strategy is different for its three
types of customers. Hari-Plaast pricing strategy has some objectives when fixing price of the
products are as follows:

 To achieve target rate of return on investment or on net sales.

 To achieve price stability
 To meet or prevent competition
 To maintain or improve market share
 To maximize profit
 To survive in the market
 To create public image of the company
Pricing is the mechanism for translating qualitative into quantitative. A company’s pricing
strategy is affected by many internal and external factors.
 [43]

INTERNAL FACTORS

 Objectives of the firm

 Role of top management
 Marketing mix strategy
 Product differentiation
 Cost of the product

EXTERNAL FACTORS

 Demand
 Competition
 Buyers
 Suppliers
 Economic conditions
 Govt. regulations

PRICE FIXING STRATEGY

The pricing strategy of the company land on the concept of “value of the money”. It’s
adopted pricing strategy enables him to retain profit. Hari-Plaast fixed his price of the
product for the customer market on focusing points taking into consideration.

1. Cost of production of pipes.

2. According to the nearest competitors pricing policy.
3. According to the market demand of his product and also customer option.
 [44]

DISTRIBUTION (PLACE) STRATEGY

Distribution channel play a vital role in the successful marketing of most the
products, especially consumer products. Place standards for company’s activities
that make the product available to the target consumers. In other words it is the
distribution channel, though which product is being placed for consumers or made
available to the market. A distribution channel consists of the set of people and
firms involved in the transfer of title to a product as the moves from producer to
ultimate consumer or business user. But in case of Hari-Plaast pipe a totally new
path in distribution, when it entered the plastic pipe market very few people heard
of them, much less understood the potential. In that time business had certain
established practices in the matter of distribution.

Due to competitiveness and demand of plastic pipe market increase day by

day, Hari-Plaast broke away from the established practices and went in favor of an
independent channel of its own. As the company has targeted three types of customer
market.

1. Private
2. Institution or organization
3. govt. market

PRIVATE MARKET CHANNEL

It was viewed that 37% of the product produced by the company was
consumed by the private market. So the company set up a most favorable
distribution channel for private market. They are
 [45]

1. Channel-1: manufacturer-consumer
2. channel-2: manufacturer-dealer-customer
3. channel-3: manufacturer-distributor-sub dealer-customer

Hari-Plaast adopted the three varieties of channel of distribution, for his

product reaching the hands of potential customer. In channel 1 there is no
intermediary levels called direct marketing channel to sell its product directly to the
customer. When the requirement is huge, channel 2 was the most efficient
distribution channel by which the product reaches customer through dealer. It has
the total 21 dealers through out Orissa. Channel 3 consists of two middle men
distributor and sub dealer or local market agent. Hari-Plast has been distribute his
product all over Orissa.

Government and organization or institutional market channels

Manufacture

Govt Industrial/Organization

Suply Customer

Hari-Plaast supplies the pipes to the government customer directly as well

as industrial or organizational customer too through various methods. The major
Govt. and industrial buyer are RWS & S, public health Orissa, lift irrigation Orissa,
public health Engg. Department, Orissa Agro Industries Corporation etc.
 [46]

The major industrial buyers are Emami paper mills Ltd, Ispat Alloys Ltd, Birla Tyres.

PROMOTIONAL STRATEGIES

Promotion is communicating about goods and services to the consumer, in

order to pursue him to purchase the product/ utilize the services. It would not have
been possible for Hari-Plaast to achieve its singular success by its product plus
distribution strength that is why the role of sales promotion is important for
increasing the sale volume and enable to stand as a market leader in the plastic pipe
market. But Hari-Plaast has given much less importance to promotion strategy as
compared to other brand in Orissa. Since plastic pipe is a both industrial and a
customer product so equal importance should be given to both the case. So
Hari-Plaast must sketch out a suitable promotional policy for private market and
also industrial market. The product promotion policy is based on the following
frame-work:

1. Direct contact of the sales department to the wholesalers and stockiest.

2. Demonstrative product promotion activity with perspective consumers
3. Participation in National and state fair activities.
4. Maintenance and product notification in leading newspapers and magazines.
5. Competitive market.
6. Flexible rebate or discount to distributors and dealers.

However, the visit reveal that the feed back of product promotion measures
lack comprehensive analysis. The data collection process needs positive
improvement. Nevertheless, the quality and economic profile of the products
combined with the organization of the sales department hold promise of sales
growth with the attention.
 [47]

STRATEGY FOR TARGET MARKET SELECTION

In the modern marketing concept, all the marketing activities have to revolve
around the customer. So as to fulfill the company marketing goals, a clear cut
picture of a customer characteristics, geographical region, nature of areas while
forecast the target market selection.

Hari-Plaast marketing mix strategies succeed very well in current market situation
as company had carried out its target market selection in a perfect manner in Orissa.
As a coastal state it consists of 30 districts which have 3.5% population approx. of
total population of our country. According geographical reason most of the district
of Orissa comes under head of salinity zone. It was visualized that 60% population
of Orissa live in costal areas. As a market leader in plastic pipe manufacturing and
selling in Orissa it targets three types of customer i.e. Govt. customer, institutional
or organizational customer and private or domestic customers.

POINTS TO BE FOCUSED

1. It targets thus customers who live in salinity zone because noncorrision and
longer life expectance of plastic pipes in comparison to G.I. and other pipes
2. As the product are better in quality so that the price is slightly to higher as
compare to other brand. Basing upon the quality and pricing it target the
higher and middle class income group.
3. It targets the market where customers are unaware about the usefulness of
plastic pipe and only use those pipes since there.
4. Its selects the target where most of the customers depend and also land are
used for agriculture and horticulture.
5. Lastly it targets the Govt. customers and industrial customers too.
 [48]

MARKETING STRATEGY TO INCREASE SALES

1. International standards marks like ISO 9000 series should be obtained to compare
with other to prove its quality, durability and efficiency.
2. The big builders like a Kalinga Builders, Utkal Builder, Metro Builders should be
directly contacted and given them some advantage the for the bulk purchases for
building apartments .
3. The big hotels which are going for their extension plans can be contacted to
convince them to buy Hari-Plaast PVC pipes and mainly water storage tanks.
4. Durability is our aim or we do not compromise with the quality, “STRONG & SAFE”
like punch lines should be their on the print media and billboards.
5. Though it is the price setting the company in its field still it has to allow marginal
discount to whole sellers keeping eye on any competitors discounts schemes on
same order in same area.
6. Price scheme should be provided to encourage whole sellers.
7. Advertisements on pamphlet paper in the rural areas to make people aware about
the product and the brands real benefit in agriculture.
8. Time to time verification of sales activity of distributors should be done. The
marketing rather commercial executives should at least keep touch monthly with
distributors.
9. The company should sponsor one popular programme in TV. So that the public will
be aware of brand of Hari-Plaast PVC, U-PVC,HDPE plastic set or pipes or materials
evolved from this like sprinkle system, tube-well system, rotomoted tanks etc.
10. Strategy should be developed to put an advertisement for this brand of PVC
products on national TV networks because general public aware generally, largely
influenced by National network programme.
11. The company should concentrate more on to rural market to uplift the agriculture
and its own self.
12. Collaboration can be done with a pump producing company like Kirloskar or
Crompton Greaves to advertise both brand names like “If you want the best effect of
the pump then use Hari-Plaast pipes because it has better and corrosion durability”.
 [49]

CHAPTER-7

CONCLUSION
BIBLIOGRAPHY
APPENDIX
 [50]

CONCLUSION

The Indian plastic pipes industry has a good image in the industrial circle for
its quality under perfect competition. The major plastic pipe manufacturing
company in Orissa is Ori-Plaast, Neel-Plast, Jaiswal, Duro-plast etc. from the above
research any one can conclude that Hari-Plaast is expanding, growing concern and
one of the major aspirants to be the market leader in Orissa. It some what needs to
accelerate its advertisement and promotional measures that it can reach the
common people and own their goodwill which will help the company in its future
growth. A constant monitoring of environment and preparing strategy to meet the
challenge of the environment will go in a long way to improve the competitive
position of Hari-Plaast.

BIBLIOGRAPHY

BOOKS:

 Marketing Management - Kotler, Keller, Koshy, Jha

 Marketing management - V.S. Ramaswamy and S.Namkumari
 Marketing Management – P.K. Mishra and Partha S. Das
 Marketing Management – R. Saxena

MAGAZINES:

 India Today
 Economic Times
 Times of India
 Business India
 [51]

CONT.DETAILS:

NAME : HARI Udyog(P) Ltd

ADDRESS : O T Road, Balasore-756001

NAME OF CONTACT PERSON : Himansu Kumar Das, Mg. Director

TELEPHONE NO : (06782)- 269230,269060

FAX NO : (06782)-264555

CELL NO : +91-9437003213

E-MAIL ADDRESS : hariplast.06@yahoo.com , www.hariplaast.com

PRODUCTS : Manufacturing PVC Pipes

QUESTIONNAIRE FOR DEALER AND CONSUMERS

Dear sir/madam

I am Durga Sankar Rath a student of Post Graduate Diploma In Magement(PGDM)

conducting a study on “MARKETING STRATEGY OF HARI UDYOG (P) LTD.”, Balasore. So I
request you to kindly help me in completing my research by filling up this questionnaire.

(Please put √ mark in the answering box)

Date-

Place-

Name of the organization/Dealer/Customer-

Address-

Phone- Mob-
 [52]

1. Type of establishment-
(a) Hardware & Sanitary
(b) Exclusive pipes (c) Others (plz. Specify)

2. Which brand does your customer prefer most? Plz mention serially
(dealer/customer prefer wise).
(a) Hari-Plaast (b) Jaiswal (c) Ori-Plast (d)Dura-Plast

(e) Krishna-Plast (f) Neel-plast (g) any other brand

3. Why your customer is always loyal to a particular brand (same brand)?

(a) For its quality (b) Advertisement (c) Price (d) Push sale by dealer

(e) Service (f) durability (g) all the above

4. Who recommends customer to purchase some specific branded pipes?

(a) Yourself (b) plumbers (c) customer himself

(d) Architect/engineer (e) friends and relatives

5. Are you getting any special incentives beside your percentage from the company?
(a) Yes (b) No

(a) If yes, then pls. specify------------------------------------------------------

(b) If no, then what type of promotion you will prefer?
(i) Good advertisement support (ii) dealers & sub dealers meet

(iii) Plumbers meet (iv) better credit terms (v) incentive on bulk
purchase/discount (vi) gifts (vii) all the above
 [53]

6. Whether the supply is

(a) According to demand
(b) More than demand
(c) Less than demand

7. What is the mode of distribution?

(a) Directly from the company
(b) Through local agent/distributor/dealer
(c) If any other plz. Specify…
…………………………………………………………………………..
……………………………………………………………………………
8. Are you aware of Hari-Plaast brand PVC pipes?
(a) Yes (b) No

If yes, please specify from whom……….

9. How is the quality of Hari-Plaast as compared to other brands?

(a) Good (b) Equal (c) Poor (d) Moderate

10. Do you think the advertising of the Hari-Plaast is satisfactory as compared to other
brands?
(a) Yes (b) No

If not, what type of advertising you suggest, please mention. :-

11. After selling of Hari-Plaast pipes, are you facing any difficulty/problem?
(a) Yes (b) No

If yes, please mention the difficulties

(i)…………………………………………………………

(ii)…………………………………………………….......
 [54]

12. What are the types of consumers dealing with Hari-Plaast products?
(a) Private sector
(b) Different project
(c) Govt. sector
(d) Agriculture
(e) Organization/institution
(f) All the above

13. Suggest areas where Hari-Plaast will have to improve upon, with methods of
improvement

Areas of concern Improvement

(a) (a)

(b) (b)

(c) (c)

For your kind co-operation

Thanking you
 [55]

CHAPTER-6

FINDINGS AND SUGGESTIONS

SWOT ANALYSIS
FINDINGS
SUGGESTIONS
LIMITATIONS
 [56]

SWOT ANALYSIS

For any business establishment four factors are vital for the growth and
smooth functioning of business. There are:

(1) Strength

(2) Weakness

(3) Opportunity

(4) Threats

1-STRENGTH

(a)Product quality:

Hari-Plaast has adopted better technology and world class raw material
which leads to good quality product. So that the company do not facing or faced any
difficulties after sales. This indicates that the performance of Hari-Plaast pipes is
satisfactory.

(b) Efficient management:

On an average two or three month credit is given to the dealers by other

manufacturers whereas Hari-Plaast gives fifteen days credit to customers. This
indicates the stronger market position in the market.

(c)Location:

I. Majority of customers regularly use Hari-Plaast PVC product found by

dealer responses on dealing patterns of types of plastic pipes.
II. Plastic pipes are mainly used for plumbing, water supply, agriculture and
horticulture, sewage and drainage and so on.
III. The nearest competitor is having only 2/3 of market share of Hari-Plaast.
IV. Plumbers and dealers play a vital role of gate- keeper and influences in the
process of decision making of customer and also promotion of sales.
 [57]

(d) Brand:
I. The brand loyalty towards Hari-Plaast is highest as compare to other
brands because of availability in wide range and market reputation of the
company’s product.
II. Hari-Plaast is a branded plastic manufacturing company in Orissa. It has
medium brand share in Orissa.

2-WEAKNESS

(a) Distribution channel:

I. The company adopted separate channel for dealer, distributor and also the
direct customer. But it is visualized that the channel through distributor and
also dealer is not functioning in a smooth way due to other non-dealer and sub-
agent.
II. Company emphasis on the personal selling because of it target to the industrial
and govt. customer. But it is found that it gives very less emphasis on personal
selling point of view because it is giving much concentration on the existing
market.
(b) Promotional activities:

The company does not give better incentives for promotion of sales and also
does not give any bold sales promotion policy to faster increase in sales.

(c)Regional player only:

I. It takes attention to those areas where the company’s product as nil or

negligible.
II. The company is facing problem of selling because of less awareness
about its product in rural areas, no major steps has been taken till yet.
 [58]

3- OPPORTUNITY

I. By providing regular incentives to the worker it can cease labor problem in the
organization.
II. By giving advertisement regularly in different media it can make people aware
of its product, thereby it can increase its market share.
III. Regular market survey and analysis will help the organization to improve the
quality of the product.
IV. Due to increase in demand of automobiles it will provide a very good marketing
belt to the organization.

4-THREAT

I. Competition in the pipe industry will be very steep in near future, as other
small companies are on the way of modernization in every aspect.
II. As it does not provide good incentives to the workforce it may create heavy
problem in near future.

FINDINGS OF THE STUDY

1. Many respondents rate Hari-Plaast better than any other brands in market.
2. Most of the respondents have given negative respond they are not so aware about
Hari-Plaast, and they are not getting the information in proper channel.
3. Many people have suggested that Hari-Plaast most come up with a new promotional
strategy, so that awareness can be made.
4. Many respondents want more credit terms, so that they can take more bulk.
5. Positive respondent have said that they are not facing any difficulty they selling
Hari-Plaast pipes.
6. It has been found out that the main consumer of Hari-Plaast is in govt. sector.
 [59]

SUGGESION

1. Most of the respondent given that they are should be more promotional strategy by
which the consumer as well as the company will benefit.
2. Hari-Plaast has a good brand, so it has to work strategically to get better market
share.
3. Other districts in Orissa should be aware about the presence, quality and price of
Hari-Plaast pipes.
4. Hari-Plaast should create awareness through hoarding and cable advertisement.
5. Middle man or the agents and distributors should be inform sufficiently about the
product and credit term given to them.
6. Non-availability of bulk product is creating hindrance for the agents and
distributions.
7. As brand building is not a one day processes that’s why Hari-Plaast should a
continue its effort and smart work to tap the market in long run.
8. Better incentives should be given to dealers & distributors for promotion of sales.
9. Goods should be transported through transport agency.
10. Channel distribution of properly rectify by which distributors and dealer’s privacy
must be maintained accordingly.
11. To build brand image in rural market, it is necessary to introduce the product
through local dealers and provide some special benefits to prompt the product and
the benefits should be mentioned in the advertisement message.
 [60]

LIMITATIONS

This survey report is also not free from limitations as usual. How ever the
absence of such limitations would have improved the quality of report as given
below:

1. Limited time period restricted us to go in details. The period was very short to
survey.
2. The respondent way not very much co-operative in many cases.
3. Many respondents were not interested to give the required time for the
questionnaire.
4. Respondents sometime act artificially when they so there information is noted
down for some purpose.
5. Some respondent denies giving information.
6. More data and information would have helped the study.
7. Markets were widely dispersed and so there was more time consumption for
movement from one place to another.
8. The questionnaire was partially designed by Hari-Udyog (P) Ltd. So I had strictly
followed it.

DATE- SIGNATURE:-
PLACE-