Professional Documents
Culture Documents
A PROJECT
ON
MARKET RESEARCH
In the subject MARKETING STRATEGIES & PLANS
SUBMITTED TO
UNIVERSITY OF MUMBAI
FOR SEMESTER-I OF
MASTER OF COMMERCE
BY
KISHORE SUSHIL AGARWAL
DIVISION B, ROLL NO- 201
UNDER THE GUIDANCE OF
Prof. J. Tapasya
ACADEMIC YEAR 2013-14
Prof. J. Tapasya
Internal Examiner
Prof. V. Manikandan
External Examiner
I/C. Principal
PREFACE
I am pleased to write a Project Book on the subject called Market
Research. This book is basically written by the students of M.COM-I for
their semester studies under the guidelines of University of Mumbai. As I
am well known about the fact that writing a project book is obviously a
challenging task under any certain circumstances, henceforth I have tried
my level best to pull up certain realistic details with regards to some
valuable statistics & also included good number of research based
examples, which is definitely going to be a better scope for them to grab the
subject matter much more easily & efficiently. I hope that the readers will
find these useful for different purposes.
I hereby would like to thank one and all, from the bottom of my heart,
those who have helped me & constantly motivated me for writing this
Project Book. I also thank each & every resources from where I collected
all the information & certain numbers of innovative idea to end up writing
this one.
ACKNOWLEDGEMENT
The satisfaction and euphoria that accompany the successful completion of any
task is incomplete without the mention of people who made it possible.
So I take this as a great opportunity to pen down a few lines about the people to
whom my acknowledgement is due.
It is with the deepest sense of gratitude that I wish to place on record my sincere
thanks to my project guide Prof. J. Tapasya for providing me inspiration,
encouragement, guidance, help and valuable suggestions throughout the project.
I extend my gratitude towards the Principal V. Manikandan for his timely
suggestion and guidance throughout Semester I of M.Com Part I.
I hereby would like to thank one and all, from the bottom of my heart, those
who have helped me & constantly motivated me for writing this Project Book.
Table of contents
Sl. no.
1
Chapter name
Introduction
General Introduction
Page no
7
8
8
9
10
11-37
38-39
40
40
41
42
43
44
45
46-48
49
General introduction
Market research is a continuous process for gathering data on product
characteristics, suppliers capabilities and the business practices that surround
themplus the analysis of that data to make acquisition decisions. This requires
one to collect and analyze information about the market that subsequently can
be used to determine whether the need can be met by products or services
available in the commercial market; whether commercial practices regarding
customizing, modifying products or tailoring services are available to meet
customer needs; what are the customary terms and conditions, including
warranty, buyer financing, and discounts under which commercial sales are
made; and whether the distribution and logistics support capabilities of potential
suppliers are sufficient to meet the needs of the government. Market research
information can be used to shape the acquisition strategy, to determine the type
and content of the product description or statement of work, to develop the
support strategy, the terms and conditions included in the contract, and the
evaluation factors used for source selection.
I am presenting the Project Report of Market Research on the company
MYK LATICRETE (INDIA) PVT.LTD, Kolkata which is one of the real estate
company in worldwide.
ORGANISATIONAL HIERACHY
3 Executives
Executives
2 for
1for Rest of
KOLKATA
KOLKATA
10
PRODUCT PROTFOLIO
MYK LATICRETE INDIA PVT.LTD. Manufacture 7 different types
of products and these are:
1.
2.
3.
4.
5.
6.
7.
Adhesives
Grouts
Waterproofing
Sound Control
Wall Putty
Sealers
Sealant
11
1. ADHESIVES
LATICRETE 290
LATICRETE 290 Floor and Wall Thin Set Adhesive is a high performance dry set
adhesive for use with water or latex for installing ceramic tiles, marble and stone using the
thin-set installation method. For use in floor and wall installations, it has high track and will
hang wall tile without slippage. Use with LATICRETE 73 Crete Admix for high
performance
interior
and
exterior
applications.
Applications:
Residential.
Commercial.
Facades & Swimming pools.
Advantages:
12
LATICRETE 111
LATICRETE 111 Crete Filler Powder is a factory prepared blend of carefully
selected raw materials, Portland cement and graded aggregates. Designed for use with
LATICRETE 73 Crete Admix to produce a high strength adhesive for ceramic tile and stone
that meets and exceeds the requirements of international standards (ANSI).
Applications:
For the installation of ceramic tile & stone over cement and masonry type
surfaces
Installation of tile & stone on interior exterior facades, wet & dry areas, walls,
floors and ceilings, new and remodel construction, residential & commercial
applications.
Advantages:
13
Applications:
Design for interior & exterior floor and wall installation of all types of glass mosaic.
Advantages:
14
LATICRETE 307
LATICRETE 307 Floor and Wall Thin-Set Adhesive is a smooth and creamy, sanded
thin-set adhesive for installing many types of ceramic wall and floor tiles. For improved
performance and exterior use, fortify with LATICRETE 73 Crete Admix.
Advantages:
Can be use for interior applications on floors and walls over masonry, concrete,
mortar beds and cement plaster.
15
LATICRETE 73
LATICRETE 73 is a Latex Crete Admix mixed in place of water with
LATICRETE111 Crete Filler Powder / Adhesives to form tile setting beds. Tile setting
adhesives made with LATICRETE 73 Crete Admix provide increased flexibility, stronger
bond and compression strength when compared with conventional Portland cement mortars.
This increased bond strength is especially vital when installing semi and fully vitrified tiles,
quarry tiles, plywood, other ceramic floor and wall tiles used in highly critical areas such as
external facades, industrial plants, swimming pools and heavy traffic areas. Also provides
longer pot life & working time
in hot weather conditions.
Advantages:
16
2.
GROUTS
LATICRETE 1776
LATICRETE 1776 Grout Admix Plus is specially designed Latex Admix to be used
with Sanded & un-sanded Grout.
Applications:
It improves the performance of Portland cement grouts for all types of ceramic tile,
brick, marble, natural, stone and agglomerate stone installations.
Advantages:
Colour-fast
Flexibility
Compressive strength
Shock and chemical resistance
Reduce water absorption
Easy to clean
Packaging:
17
LATICRETE 500
LATICRETE Sanded Grout is made of blended Portland cement, graded aggregates,
fortifiers and colour fast pigments. It is mixed with LATICRETE 1776 Grout Admix Plus to provide
a tile joint that is strong, hard, durable & colourfast. It is designed for joint width 3mm to 12mm for
non-absorbent & vitreous type tiles
Applications:
Residential, commercial and external facades.
Advantages:
Colour-fast
Weather resistant
Easy maintenance
Non-shrinking.
Non-cracking
Easy application and clean up
No wet curing required when used with latex
18
LATICRETE 600
LATICRETE 600 Un-sanded Grout is made of blended Portland
cement, graded aggregates, fortifiers and colour fast pigments. It is mixed
with LATICRETE 1776 Grout Admix Plus to provide a tile joint that is
strong, hard, durable & colourfast. It is designed for joint width 1mm to
3mm , for porous & absorbent type tiles, non-vitreous clay tiles, marble &
glazed
wall
tiles:
Applications:
Residential, Commercial and external facades.
Advantages:
Colour-fast
Weather resistant
Easy maintenance
Non-shrinking,
Non-cracking
Easy application and clean up
No wet curing required when used with latex
19
LATICRETE sp100
LATAPOXY SP-100 is a stain free, colour-fast, chemical resistant, 100% solid
Epoxy Grout for ceramic tile, vitrified tiles, marble and stone. SP-100 is ideally suited for
residential
and
commercial
installations where materials must
resist physical abuse, shock and
chemical
attack.
Applications:
Kitchens, bathrooms, swimming pools, fountains, hospitals, operations
theatres, sterilizations rooms, restaurants, cafeterias, light industrial
application and high traffic areas.
Advantages:
Stain free
Colour-fast
Easy to install and clean
Chemical and temperature resistant
Non-cracking or powdering
Water cleanable when fresh
20
3. Water Proofing
LATICRETE 9235
LATICRETE 9235 Waterproofing Membrane is a thin, load bearing, waterproofing
membrane designed for use under thin and thick-bed installation of ceramic tile, stone and
other finishes. This durable membrane consists of a liquid rubber and a reinforcing fabric
which together forms a seamless membrane rated for extra heavy duty installations.
Suitable Substrates:
Include concrete, masonry, cement, backer board, existing, ceramic tile and for
Applications:
Residential and commercial areas such as bathrooms, showers, kitchens,
fountains, suspended pools, terrace gardens etc.
Advantages:
Packaging:
21
LATICRETE 9237
LATICRETE 9237 Waterproofing Membrane is a roller applied liquid waterproofing
membrane for direct use under thin and thick-bed installations of ceramic tile, stone and other
finishes. Recommended for residential and commercial floor and wall installations.
Suitable Substrates:
Concrete, Brick masonry, cement plaster, Cement terrazzo, gypsum wall board,
cements mortar beds, cement baker boards, exterior grade ply wood.
Applications:
Residential and commercial areas such as bathrooms, kitchens, swimming pools,
terrace gardens etc.
Advantages:
22
4. Sound Control
LATICRETE QT
LATICRETE QT sound control underlayment is a resilient recycled product
comprised of shredded and cleaned SBR tire rubber. LATICRETE QT sound control
underlayment is engineered to offer superior impact sound isolation in residential and light
commercial buildings. LATICRETE QT sound control underlayment outperforms
equivalent products, easy to install, will not break down under load, provides moisture
resistance and adds less than 12.7mm(1/2 inch) to floor height.
Applications:
Ideal for residential and light applications, Apartments, Condominiums, offices,
Advantages:
Easy to install with LATICRETE polymer modified thin-set, rolls out quickly.
100% recycled rubber.
5 mm thickness LATICRETE QT sound control underlayment performs better
Suitable subtraction:
Concrete
Cement Motor beds
Ceramic Tile & Stone
Cement Backer Board
Exterior Glue Plywood
Other Wood Substrate
Cement Terrazzo.
23
5. Wall putty
latafinish wall putty
Latafinish wall putty is a unique formulation of white cement and high performance
specialty chemicals and polymers. It not only strengthens the walls but also protects
expensive paints from moisture and dampness. This putty does not require curing.
Advantages:
24
6. Sealers/ Cleaners
Advantages:
Fast acting
interior & exterior
Easy to use
Cost effective
25
511 Impregnator
511 Impregnator is a penetrating sealer for the protection of all medium to dense
porous stone, grout and tile surfaces. 511 Impregnator penetrates into the surface and forms
an invisible barrier that is resistant to moisture and stains, while allowing vapour to escape. It
is not a surface coating and will not alter the natural look. All surfaces are harder and less
slippery.
Areas of Application:
Interior & Exterior, Floor & Wall, Bathrooms, Patios, Drive ways.
Advantages:
Stain resistant
Water resistant
Easy to use
Non-yellowing
UV transparent
26
Miramatte
Mira Matte is a unique product designed to enhance the natural colour of all flamed,
sand blasted, split faced, tumbled and textured surfaces. It seals and protects while leaving a
beautiful, low maintenance colour enhanced satin sheen. It allows vapour to escape while
offering a scuff (scratch) and weather resistant surface.
Flamed granite
Flamed Limestone
Cleft faced slate
textured natural stone
Advantages:
27
Advantages:
Fast acting
Easy to use
Rinses with water
Cost effective
Less colour
No Methylene chloride
28
7.
Sealants
OTTOSEAL S70
Ottoseal S70 Natural Stone sealant is a high performance, one component silicone
sealant. It is based on a neutral cross linking system and vulcanizes at room temperature
(RTV). Especially designed for marble, granite & other natural stone applications and does
not
stain
natural
stone.
Fields of application:
Sealing of expansion joints and connection joints as well as floor joints in
marble and other natural stones such as granite, gneiss, porphyry, quartzite
etc.
Also suitable for terrazzo.
For exterior and interior use such as kitchens, bathrooms, sanitary areas,
entrance lounges, stairs and staircases.
Advantages:
Non-staining' of natural stone in contrast to conventional sealants
Available in a range of colours
Equipped with fungicides
Excellent weather ability and very good temperature resistance
Excellent resistance to ageing, UV radiation & chemicals
Very good tooling and smoothing properties
Primer less adhesion to many substrates
Ready to use
Fast curing and short tack-free time
Low odour
High tensile strength and high shore-A- hardness
Contains no solvents, formaldehyde, CFC, PCB & PCP
Suitable for expansion joints in residential & commercial applications
Available colours: Available in Range of Colours
29
PRODUCTS:
Laticrete 226 Powder & Laticrete 3642 Latex Liquid
30
31
Industrial applications
APPLICATIONS & PRODUCTS:
Installation of tile/stone
LATAPOXY 300
on
industrial
floors-LATAPOXY
210,
Joint filling of tile/stone with highly chemical & temp resistant groutLATAPOXY 2000
Installation of water proof membrane in industrial floors- LATICRETE
9235
32
33
COMPETITORS
The competitors of MYK LATICRETE INDIA PVT.LTD are as follows:
1.
2.
3.
4.
5.
34
35
DISTRIBUTION NETWORK /
CHANNEL
Factory
Branch Goodown
Stockist
Dealer
Inducer
36
37
Swot analysis
a) STRENGTH :
Employment and training opportunities in the field of construction.
Private sector housing boom and commercial building demands.
Construction of the multi building projects on the feasible location
in the country.
Good structured national network facilitates the boom of
construction industry.
Low cost well educated and skilled labour force is now widely
available across the country.
Sufficient available of raw material and natural resources in the
country is supportive for the industry.
b) WEAKNESS :
Chances of natural disadvantage are there.
Distance between construction projects reduces business
efficiency.
Training itself has become a challenge.
Changing skills requirements and an ageing workforce may
accentuate the skills gap.
Improve in long term career prospects is highly required to
encourage staff retention and new entrants.
External allocation of large contracts becomes difficult.
c) OPPORTUNITY :
Continuous private sector housing boom will create more
construction opportunities.
38
d) THREAT :
Long term market instability and uncertainty may damage the
opportunities and prevent the expansion of training and
development facilities.
Current economic situation may have an adverse impact on
construction industry.
Political and security conditions in the region and late
legislative enforcement measures are always threats to any
industry in India.
Infrastructure safety is a challenging task in construction
industry.
Lack of political willingness and support on promoting new
strategies.
Natural abnormal causalities such as earth quake and floods are
uncertain and can prevent the construction boom.
39
2) The present study is to find out the different and possible methods to
attract the customers towards the organisation.
40
Objectives of study
1) To find out the drawbacks and limitation in the present scenario of MYK
LATICRETE INDIA PVT. LTD
SCOPE OF STUDY
1) It gives a huge idea in the field of REAL ESTATE.
2) It also shows the relationship between REAL ESTATE and different
sectors involving in the construction field.
41
42
Analysis of Data
43
44
45
ANNEXURES
MYK LATICRETE INDIA PVT. LTD.
Questionnaire
Pack
Size
Packaging
Price
Monthly
Sale
Performance
Good
Excellent
Average
6. Are you ever being customer of MYK LATICRETE INDIA PVT. LTD.?
Yes
No
46
Poor
Yes
No
Sl.
Product Company
No.
8. Branding :
Performance
Pack
Monthly
Packaging Price
Size
Sale
Good Excellent Average Poor
MYK LATICRETE
OTHERS COMPANIES
9. Customers Satisfaction :
Good
Excellent
Average
Date:
Place:
Region & Location :
Name of Sales Person :
47
Poor
Project Name
Address of the Site
Name of the contact person (Number & e-mail)
Architect & Consultant (Name & Address)
Person - in - charge (Number & e-mail)
Contractor or Builder (Name & Address)
Project - in - charge (Number & e-mail)
Status of the Project
Value of Project (in lacs)
Prospective staring & completion date of billing
Possible value of billing (in lacs)
Area of Application
Area of Application
Value (in
Internal floor
External wall
Detail of competitors :
BIBLIOGRAPHY
48
Competitors
WEBSITE :
www.myklaticrete.com
www.google.com
BOOKS :
Marketing Research Dhruv Grewal
Consumer Behavior- Joseph Wisenblit
49