[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
 [2]

Roll no.14909015
MR.ANANT JYOTI MR.AMIT PIRI
(HEAD OF DEPT.) MANAGER (SALES
INTERNAL GUIDE OPERATION)
EXTERNAL GUIDE

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

 [4]

other University/Institution for the fulfillment of the

requirement of a course of study.

Date: Name:

Signature of the Guide

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.

 [5]

Date:

Place:

(Durga Sankar Rath)

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
 [6]

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

PREFACE

It is a golden opportunity to do a project on a

study of “MARKETING STRATEGY OF HARI UDYOG (P) LTD”,
BALASORE.
 [7]

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

CONTENTS

CHAPTER-1 CHAPTER-2
INTRODUCTION COMPANY
PROFILE
-Objective of the
study -Mission

-Scope of the study -Vision

-Purpose of the -History and

study location
 [8]

CHAPTER-3 -Pricing strategy

-Distribution
RESEARCH strategy
METHODOLOGY
-Promotional
-Conceptual study strategy
-Methodology of - Points to be
the study focused

CHAPTER-4
DATA ANALYSIS CHAPTER-6
AND INTERPRETATION
FINDINGS AND
-Classification of SUGGESTIONS
data
-SWOT analysis
-Graphical
presentation -Findings
-Tabulation and -Suggestions
analysis
-Limitations

CHAPTER-7
CONCLUSION
CHAPTER-
BIBLIOGRAPHY
5
APPENDIX
HARI-PLAAST
MARKETING STRATEGY

-Marketing mix of
Hari-Plast

-Product strategy

CHAPTER-1
 [9]

INTRODUCTION
 OBJECTIVE OF THE STUDY
 SCOPE OF THE STUDY
 PURPOSE OF THE STUDY

INTRODUCTION
 [10]

“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 dielectrically strength, the formability
 [11]

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.
 [12]

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
 [13]

• 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.

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.

 [14]

CHAPTER-2

COMPANY PROFILE
 MISSION
 VISION
 HISTORY AND LOCATION
 [15]

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-
 [16]

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.
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.
 [17]

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.
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
 [18]

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 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.
 [19]

• 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 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.
 [20]

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 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.
 [21]

(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.

Assemble Data

Bringing the data into order

Arrays, tabulation establishing categories, percentages

 [22]

Summaries the data’s

Statistical summarization, measure of central tendency and dispersion

graphical presentation

Select appropriate analytical method

Examine difference analyze experimental data investigate

association

CHAPTER-4

DATA ANALYSIS AND

INTERPRETATION
 [23]

 CLASSIFICATION OF DATA
 GEOGRAPHICAL PRESENTATION
 TABULATION AND ANALYSIS

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:

 [24]

(i) background/ profile of the company

(ii) Objective of the company

Q1.Type of establishment-

NO OF
SL. NO TYPE OF ESTABLISHMENT RESPONSE

1 HARDWARE & SANITARY 12

2 EXCLUSIVE PIPES 3

3 OTHERS 4
 [25]

OTHERS
21%

EXCLUSIVE
PIPES HARDW ARE &
16% SANITARY
63%

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).
 [26]

NO. OF
SL.NO. NAME OF BRAND 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

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

ORI-PLAST
JAISWAL

ANY OTHER
DURO-PLAST

NEEL PLAST

BRAND
 [27]

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 4th.

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

brand)?

SL.N NO OF
O CAUSES OF LOYALITY RESPONSE

1 FOR ITS QUALITY 11

2 ADVERTISEMENT 3

3 PRICE 3

PUSH SALE BY
4 DEALER 4

5 SERVICE 3

6 DURABILITY 1

7 ALL THE ABOVE 0

 [28]

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?
SL.N NAME OF
O. RECOMMENDERS NO. OF RESPONSE

1 YOURSELF 9

2 PLUMBERS 10

3 CUSTOMER HIMSELF 3

4 ARCHITECT/ENGINEER 1

5 FRIENDS & RELATIVES 2

 [29]

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.
 [30]

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

GETTING SPECIAL
SL.NO. INCENTIVES NO. OF RESPONSE

1 YES 10

2 NO 7

company?

NO
41%
YES
NO
YES
59%
 [31]

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…………..

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

1 1
GOOD ADVT. SUPPORT
2 0
DEALERS &SUB-DEALERS MEET
3 2
PLUMBERS MEET
4 0
BETTER CREDIT TERMS
5 1
INCENTIVE ON BULK PURCHASE/DISCOUNT
6 1
GIFTS
7 2
ALL THE ABOVE
 [32]

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
GOOD ADVT.

ALL THE ABOVE

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.
 [33]

Q6. Weather the supply is

SL.NO SUPPLY CATEGORY NO. OF RESPONSE

1 15
ACC. TO DEMAND
2 1
MORE THAN DEMAND
3 1
LESS THAN DEMAND

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?

 [34]

SL. NO. OF
NO MODE OF DISTRIBUTION RESPONSE

DIRECTLY FROM THE

1 COMPANY 15

THROUGH LOCAL
AGENT/DISTRIBUTOR/DEA
2 LER 5

3 ANY OTHER 1

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.
 [35]

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

SL.N AWARE OF NO. OF

O. HARI-PLAAST RESPONSE

1 YES 11

2 NO 6

NO
35%
YES
NO
YES
65%
 [36]

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?

SL.N TYPE OF NO. OF

O. QUALITY RESPONSE

1 GOOD 5

2 EQUAL 4

3 POOR 0

MODERA
4 TE 1

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

EQUAL
 [37]

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

1 YES 5

2 NO 3

NO
38%
YES
NO
YES
62%
 [38]

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?

SL.N DIFFICULTY/PROBLE NO.OF

O. M RESPONSE

1 YES 0

2 NO 3

YES
0%

YES
NO

NO
100%
 [39]

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

 [40]

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
 [41]

CHAPTER-5

HARI-PLAAST MARKETING
STRATEGY
 MARKETING MIX
 PRODUCT STRATEGY
 PRICING STRATEGY
 DISTRIBUTION STRATEGY
 PROMOTIONAL STRATEGY
 POINTS TO BE FOCUSSED
 [42]

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
 [43]

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.

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:
 [44]

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 made to
fittings
IS:4985

Tara Hand IS:14106 Suitable for use in Tara

Pump
Hand Pump 15 to 40
spares
Meters well depth

Solvent cement IS:14182 Jointing of PVC pipes

HDPE pipes & IS:4984 & 16mm to 315mm Water carriage,

 [45]

Fittings DIN:8047 Transportation of

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 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
 [46]

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.

INTERNAL FACTORS

• Objectives of the firm

• Role of top management
• Marketing mix strategy
• Product differentiation
• Cost of the product
 [47]

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.

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
 [48]

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

1. Channel-1: manufacturer-consumer
2. channel-2: manufacturer-dealer-customer
3. channel-3: manufacturer-distributor-sub dealer-customer
 [49]

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.

The major industrial buyers are Emami paper mills Ltd, Ispat Alloys Ltd,
Birla Tyres.
 [50]

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.
 [51]

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.
 [52]

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.

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.
 [53]

1. 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.
2. The company should concentrate more on to rural market to uplift the
agriculture and its own self.
3. 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”.

CHAPTER-7

 CONCLUSION
 BIBLIOGRAPHY
 APPENDIX
 [54]

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:
 [55]

• India Today
• Economic Times
• Times of India
• Business India

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.
 [56]

(Please put √ mark in the answering box)

Date-

Place-

Name of the organization/Dealer/Customer-

Address-

Phone- Mob-

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

1. 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

2. 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

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

(a) Yourself (b) plumbers (c) customer himself
 [57]

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

4. 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

1. Whether the supply is

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

2. What is the mode of distribution?

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

If yes, please specify from whom……….

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

(a) Good (b) Equal (c) Poor (d) Moderate
 [58]

5. 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. :-

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

(a) Yes (b) No

If yes, please mention the difficulties

(i)…………………………………………………………

(ii)…………………………………………………….......

7. 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

8. Suggest areas where Hari-Plaast will have to improve upon, with

methods of improvement

Areas of concern Improvement

(a) (a)

(b) (b)

(c) (c)
 [59]

For your kind co-operation

Thanking you

CHAPTER-6

FINDINGS AND SUGGESTIONS

 SWOT ANALYSIS
 FINDINGS
 SUGGESTIONS
 [60]

 LIMITATIONS

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:

 [61]

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.

(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
 [62]

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.

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.
 [63]

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.

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.
 [64]

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.

LIMITATIONS
 [65]

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-