ORGANISATION STUDY AT

COIR FED LTD, ALAPPUZHA

A Project report submitted to the Mahatma Gandhi University in

Partial fulfillment of the requirements
for the award of the Degree of Master of Business Administration
By
RAJEENA.S
Under the Guidance of
Mrs: Jolly David
Faculty of Commerce

SREE NARAYANA COLLEGE OF

TECHNOLOGY AND RESEARCH CENTRE,
KARUNAGAPALLY, KOLLAM
2009
 DECLARATION

I RAJEENA here by declare that the ORGANIZATIONAL STUDY AT

“COIRFED LTD ALAPPUZHA” submitted in a partial fulfillment of
the award of the Master Of Business Administration Degree of the
Mahatma Gandhi University, Kottayam has been carried out by me
under the guidance and supervision of Mrs:Jolly David, Faculty of
SREE NARAYANA COLLEGE OF TECHNOLOGY AND RESEARCH
CENTRE,
KARUNAGAPALLY

RAJEENA.S
Place
Karunagapally.

2
 ACKNOWLEDGEMENT

First and formost, I thank the God for sustaining the

enthusiasm with which plunged into this endeavor.
I express my deep gratitude and sincere thanks to personnel
manager, for providing me and opportunity to do my project in Coirfed
in prescribed time.
I am deeply indebted to my guide Mr: Sanjay for giving me
the persuasion to do the project in his esteemed concern and also for his
valuable guidance, timely advice and words of encouragement.
I also express my sincere thanks to all person who spend
their valuable time giving suitable guidance and sharing their
experienced with me.
I express my gratitude to Mrs: Jolly David, Faculty of Sree
Narayana College Of Technology and Researach centre for her valuable
guidance and supervision for completing this report.

Rajeena.S
 CERTIFICATE

This is to certify that this organization study report, submitted in

partial fulfillment of the requirement for the award of the degree of
Master of Business Administration to Mahatma Gandhi University is a
bonafide record of SUMMER INTERNSHIP TRAINING undergone by
Rajeena.S at COIRFED ALAPUZHA LTD and preparer under my
guidance of
Mrs. Jolly David

Mrs. Jolly David

Faculty of
Commerce
Sree Narayana College of
Technology and Research Centre
Karunagapally

Place: Karunagapally
Date:
 CHAPTERIZATION
Chapter one consists of introduction objectives, scope of study, methods
used for collecting data and limitations.

Chapter two includes Industry Profile, National scenario of coir

industry, kerala scenario of coir industry and coir industry of Future,
problems in coir industry.

Chapter three consists of company profile, objectives, organization

chart

Chapter four includes Product profile

Chapter five consists of functional area of organisition, finance

department, production department, marketing department, electronic
data processing department.

Chapter six includes swot analysis of the firm

Chapter seven consists of finding, suggestions and conclusion

 CHAPTER 1
INTRODUCTION
 Coir is the natural fibre, which is extracted
from the husk of the coconut. Coir industry has been source of
employment and income for the people of kerala from time
immemorial.Coir industry is one of the most important agro - based
employment oriented traditional industries in India. The Indian coir
industry has a history and tradition that dates back to the middle of the
19th century. The basic raw material of the industry is the coconut husk,
the fibrous outer covering of the fruit of the coconut plan.

The Kerala State Coir Corporation Ltd is a premier

instution of the Government of kerala, established in 1969 and engaged
in manufacture and sale of Floor coverings, Door mats, Rugs etc in the
domestic aswell as international market invites applications for
dealership in all major towns and cities in the country to create a wide
domestic network
`
OBJECTIVES OF STUDY
 To study the organization structure of the company
 To study about the coir industry.
 To fulfill the requirements of curriculum.
 To analyze the present position of the company.
 To analyze the relationship between employers and
employee of the company.
 To provide the practical side of the management.
 SCOPE OF STUDY
The project aims to study the
overall organization structure. It helps to
understand the manner in which various tasks
and activities are assigned to different people
and departments , the man in which separate
activities are co-ordinated the power, status and
hierarchical relationships within the
organization the planned and formalized
policies ,producing and controls that guide the
activity and relationships and the flow of
information and communication network.
Organisational study provides an insign into the
fascinating world of management study
DESIGN OF STUDY
RESEARCH METHODOLOGY OF
STUDY

RESEARCH DESIGN
A research is a plan of the proposed
research work. It is a systematic self critical
enquiry .The research design is simply a specific
presentation of the various steps in the process
of research.

METHODS OF DATA COLLECTION

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DATA PROCESSING

For the better completion of

the organization study is essential to have
effective and efficient data.Otherwise the study
become useless. Data are raw facts which are
meaningless which may include both primary
and secondary data.For conducting the
organization study at coir fed alappuzha the
researcher made use of both primary and
secondary data.

PRIMARY DATA

Primary data are those data which are

collected by the investigator for the first time. It
is fresh in nature and is specially designed to
fulfill the requirement of the problem in hand.
For collecting the primary data are, interviews,
direct observation.
SECONDARY DATA

These include the data which are not

collected by the investigator for the first time. It

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needs less time and money, effort etc………and
it include,
Magazines and government publications
Quality manual
Brochures
Inter research methodology

Research methodology is the

way to solve research problem. It may be
understood as a science of low research is alone
scientifically. The coir fed was taken as the
subject base of this study. This study requires
primary as well as secondary.

LIMITATIONS OF THE STUDY

 Time available for the project work is

limited. It will affect the entire study.
 The financial statements cannot reveal
true information so the data is as reliable
as primary data.

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 The study is based on secondary data.
 The study is limited to a period of 5 years
from 97-98 to 01-02.
 The limitation of ratio analysis is also
applicable in this study

13
 CHAPTER 2
INDUSTRY PROFILE

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 Indian coir industry is in important cottage
industry contributing significantly to the economy of the major
age industry coconut growing state and union territories

The coir sector has a strong co-operative footing

with nearly 2.5lakhs workers being members of the primary
coir co-operatives

1. The husk recting and fiber extraction sector

2. the yarn spinning sector
3. the products manufacturing sector
4. the export sector
 NATIONAL SCENARIO OF COIR INDUSTRY

Indian account for more than 80% of the

world production fiber coir industry employees more than 5.5 lakhs
persons. Majority of them are women from rural areas belonging to
the economically weaker section of the society. Nearly 80% of the
coir workers are in the extractions and spinning section. A part from
India, srilanka, Thailand ,Indonesia etc. is the other coir producing
countries in the world. The kerala state coir co-operation ltd is a
premier institution of the government of kerala establishment in
1969 and engaged in manufacture and sale of floor coverings, door
mats, rugs etc. in the domestic as well as international market invites
applications for dealership in all major town and cities in the country
create a wild domestic network
KERALA SCENARIO OF COIR INDUSTRY

Coir industry occupies a unique place among the

rural traditional cottage industries in India. The state of kerala also
known as the land of coconut in the largest producer of coir in India.
It accounts for more than 75% of the total production. It is the most
important employment generation among traditional industry in the
state employing around 3.83lakhs of which over 76% are women.
Besides earns foreign exchange of over 300 crore per year with a
potential for phenomenon growth, Inspite of concerted efforts of the
state and central government, the coir industry still remains as
backward one , due to the completion from products of other
national as well as synthetic fibers both in domestic and international
markets.

COIR THE FUTURE

The various measures envisaged under the kerala

govt’s integrated coir development project is expected to increase the
production of untreated fiber in the northern districts of kerala. The
long term strategy of the coir board is for production of coir fiber to
go up to 5 lakh tonnes by 2010 from the present level if 2,50000
tonnes. The fiber availability would, therefore be substantially
improved in the years a head making substantial exportable surplus
of raw material and finished products after catering to the domestic
requirements.
PROBLEMS IN THE
INDUSTRY

1. PRICE REDUCTION IN
THE DOMESTIC MARKET
Products from
kerala are facing a stiff
competion from the products of
tamilnadu, orissa, Karnataka,
Andhrapradesh in the domestic
market where the raw materials
and the production cost are
cheaper when compared to
kerala also non availability of the
fiber and high cost of production
made the competition more
intense the only way to handle
this situation is to make low
priced products with good
quality.
2. STOPPAGE OF
REBATES MEP ETC
The stoppage of
mep of rebate scheme by the
government of India ha also
contributed considerably the
present situation of the coir
industry, especially in the co-
operative societies, because of the
impracticable conditions and
limitations of specific purpose for
utilization stipulated by the govt
of India
3.TRADINESS IN THE
FOREIGN MARKET
Products
made from synthetic fibers and
other natural fibers like jute sisal
made major threats for coir
industry also the elimination of
minimum export price badly
affect the industry. All these
reasons made the industry in
weaker position.
 CHAPTER 3
COMPANY PROFILE
 Kerala, since of time has been a land blessed with the
bounty of coconuts. And coir produced from the husk of coconut has
made it an invaluable treasure of the land. A true product of kerala its
magical textures and natural properties are brought to life in the hands
of master craftsman. Finding it ready market in the farthest corners of
the world, in the process nurturing and nourishing a craftsmanship that
involved over the years. Providing gainful employment to 4lakh directly
and as many as 20lakhs indirectly
Coir fed is fully owned govt undertaking company in
kerala. It is incorporated on December 27th 1979. Its commercial
production was started on December 28th 1979. The primary objective of
coir fed is to develop or promote the working of co-operative societies.
Fiber and coir are purchased from co-operative societies and marketed
from coir fed. The main motive of coir fed is to undertake manufacture
and trading of coir product.

FORMATION

Kerala State Cooperative Coir Marketing Federation Limited

no679 was formed on 27thoctober 1979 by amalgamating the four
central cooperative societies at Cochin Kozhikode, kollam, and allepey
with the head office at the coir capital allapuzha. It was registered under
the cooperative act 1969
Based on the coir capital allapuzha coir fed is apex federation of
600 odd coir cooperatives. A string of regional offices and national
network of over 100 showrooms ensures that for the lovers of things
natural and beautiful. Coir products are within a reach and its fair
pricing policy has made it even more. Coir fed plays a stroller in finding
markets yet untapped and promoting new business opportunities. A
wide range of coir products are exported to the highly quality conscious
market of European Union, the United States and so on.
Coir is not just a natural product. It has some winning
advantages too. It is a biodegradable environment friendly and echo
proof it helps to retain the natural warmth of the body, the touch of coir
fiber on the soles of the feet improves blood circulation too.
OBJECTIVES OF COIR FED
Coir fed is not a profit motive organasation. This
organasation was formed with a view to help the people working in the
coir industry.

The Main Objectives Are.,

1. To study the liquidity position of the coir
2. To fix fair requirement price for all coir and altered products
coir yarn/ coir fiber manufactured in coir industry.
3. Raising of funds for the business.
4. To know the progress of the firm.
5. It aims better employment opportunities, remuneration and living
standards of coir workers.
6. It helps to avoid harmful rivalry among primary society.
7. To study the operational efficiency of the coir fed.
8. It aims to provide an enabling environment for the growth of the
coir industry.

L OCATION OF COIRFED
Coir fed is situated at the coir capital Allapuzha, a land
blessed with bounty of coconuts and inland waterways. The ability of
skilled labors availability of raw materials and enviable craftsman ship
had led to the shifting centers of coir products manufacturing to the
coast of Alappuzha.
ORGANISATION STRUCTURE
Organisational structure is the formal decision making
frame work by which job tasks are decided, grouped and co- ordinate.
Formalisation is the important aspects of structure. It is the official
organizational structure conceived and built by top management.

FUNCTIONING OF COIR FED

Govt of kerala promotes coir fed and director board
governs it since it is the Apex federation of primary societies. Coir fed is
responsible for the procurement and marketing of coir products
produced by the primary societies. The purchase price of the product
from the primary societies is fixed based on the cost of production.
There no direct sales from the head office coir fed set up 100 showrooms
and 4 regional offices for the procurement, sales and marketing out
these 100 showrooms 44 are own showrooms and56 are agency
showrooms.
COIR FED UNITS

 Rubberized coir product unit (RCP)

 Rubber backing unit (RB)
 Rubber backed car mats, tiles unit(RBCM)
 Defibering units
Mampatta, kozhicode
Thumpur, Trissur
Ananthapuram,Kozhicode
Thavam, kannur
Vandoor, malappuram
MANAGEMENT

The board of directors consisting of 21

members’ management of coir fed .It includes present, vice
president, and director of coir development, government
nominees and nominees from primary societies. The board of
directors selects an executives committee of 7 members. It
consists of president Vice president, Managing directors and
other members from board of members. The board of directors
meets at least once in three months and executives committee
meets at least once every month.
WORKING PATTERN

The coir fed after its formation has taken up

the tremendous responsibility of procuring the entire products
from the primary societies and marketing these products. The
pricing committee fixes the price of products based on the cost of
production. The products are stocked in the coir fed go downs
and distributed to various showrooms. The payments for the
societies are made through the regional offices.
WORKING CAPITAL
The working capital consists of 98% share position to
government of kerala and 2% to the primary societies. Also
assistance from government in the forms of loans, subsidies
contribute to the functioning of coir fed. The main institutions
providing financial assistance are NABARD,Central B
ank,Kerala State Cooperative Bank, District cooperative
bank etc.

ADMINISTRATION SYSTEM
The unorganized coir workers are not able to
market their products effectively. Coir fed is an organization
responsible for the marketing of coir products produced by the
primary societies. It has a well established pattern of
administrative system. For its elegant functioning coir fed have
establishing marketing, financing, personnel and administration,
production and electronic data processing units.
 ORGANISATION CHART

BOARD OF DIRECTORS

MANAGING DIRECTOR

GENERAL MANAGER

FINANCE MARKETING PERSONNEL WORKS MATERIAL

MANAGER MANAGER MANAGER MANAGER MANAGER

DEPUTY DEPUTY SENIOR PLANT ASSISTANT

FINANCE MARKETING SUPERINTEND ENGINEER FM
MANAGER MANAGER

JUNIOR CHEMIST U DC
ASSISTANT SENIOR SUPERINTEND
FINANCE SUPERINTEND
MANAGER MACHINE LDC
SENIOR OPERATOR
JUNIOR ASSISTANT
FINANCIAL SUPERINTEND
ACCOUNTAN MACHINE
T JUNIOR ASSISTANT
SENIOR ASSISTANT
SUPERITEND ASSISTANT
FURNISHING
WORKER
UDC
UDC JUNIOR
ASSISTANT
LDC
LDC
UDC

LDC
 CHAPTER 4
PRODUCT PROFILE

30
 FASCINATING THE WORLD PRODUCT
1.COIR MATTING

Coir matting makes the ideal furnishing floors, stairs

corridors wall paneling and ceiling lines. The raw material for coir
matting is coir fiber. The coir fiber is plenty in the state itself. They are
available in natural bleached and solid colors.
2.COIR YARN

The largest supplier of quality coir yarn, coir fed specializes in

the finest varieties.The skilled workers, using their traditional skill
tharippu make the best in anjenjo, aratory and vycome.
3. COIR RUGS

Coir matting cuts to specified length and suitably finished

are marketed as “coir rugs” .Coir rugs can be in natural palm
color of the fiber or in different shades, in woven patterns or
printed designs are specifically produced for overseas market.
4.CARPETS

Coir carpets are commonly known as

“Aleppycarpets”.These is manufactured by the same techniques
as that of mourzouks, but for the difference in the thickness and
number of the wrap stands. Mourzouks and carnatic pile

31
 carpets intricate, Geometric or floral designs can be woven on
the mourzouks, which are very dense and
highly durable. Carnatic pile carpets are available in strips molded and
solid designs, perfect for all interiors.

5.COIR TILE

Coir tiles are innovative designs that gives you looks of a titled
floor with the natural goodness of coir. A wide range of coir pattern is
available.And mixed with a wide palette of colours ,the choice is
virtually limitless.
6.CAR MATS

To insulate the interior of vehicle from the noise, heat and

pollution of its engine, there is no alternative to coir mats.Cut to fit the
latest models; these car mats are extremely handy. And very easy to
maintain through all climates.Available with or without rubber
backing.

7. RUBBERISED PRODUCTS

Rubberized coir is the wonder product born out of magical

properties of two of nature’s finest gifts- rubber and coir. The
rubberized coir mattress is a natural remedy for ailing backs. The

32
cushions which can be folded are available in different varieties like coir
cushions and steel chair cushions etc……

9. MATS
Coir mats is an exemplary comfort materialacepted in the
market for its functional utility and fitness for the purpose. The
brushing qualities of coir door mats and their ability to keep the dirt
away makes the products a unique one.The traditional of fibers from
the husk is a laboratories and time consuming process after
separating the nuts, the husks are processed by various retting
techniques generally in ponds of brackish water for (three to six
months) or in back waters or lagoons. This requires 10-12 months of
anaerobic ferment
Fiber mats (fm) are available in stenciled or inlaid designs and
any number of made to order designs .The elegant carnatic mats
(vc8/c1) are a combinations of jute and coir.
Green mats (BC/VC) are made of coir rope. Reversible non-
brush sinned mats (SR/SA) made with coir braids,either in single
/double chain are another popular variety.Non brush mesh mats
(mra/mba)are available in natural bleached and multi-co lour opinions.
Hollander mats CRC [AC] have rubber effect on both sides
available with woven designs .And finally, the attractive but
economical road mats (bravura) made from bleach/vycome yarn, with
designs that are in laid or stenciled.

33
10.COIR GEO-TEX

It is a natural coir fiber, spin into coir yarn.

It is then woven into coir geo textiles. It holds in lace and
prevents soil erosion. Coir geo textiles are biodegradable
and are well suited to the world demand for an eco friendly
product. Several field experiments has established the
efficiency of geo textiles, a soil erosion control slope
stabilization and soil conversion. They are also used in road
construction, landscaping, desert control and variety of
forestry uses.

11. COIR PITH

Extraction of fiber from coconut husks the major

industrial activity in the coconut growing parts of our country.
After the separation of fiber 70% husks remains waste pith. The
accumulation of the pith in the premises of the coir industry has
become a grave problem. Most of the research efforts have been
concentrated to make it as a raw material for another industrial
use.

12.MISCELLANEOUS

34
 To those aesthetically inclined these are
the ficoir products. Little trinkets in unusual designs, for
unusual purposes.

35
 CHAPTER 5
DEPARTMENT PROFILE

36
FUNCTIONAL DEPATMENTS

An organization structure refers to the machine

through which management works to accomplish its objects. The
organization structure should decide and group the activities of an
enterprise that they contribute most effectively and efficiently to the
attainment of enterprise purpose.
According to LA ALLEN departmentation
is the means of deciding a large and monolith organization into smaller,
flexible and administrative units,
It is primary concerned with the organization
departmentation based on the function. On the basis of function
following are the departments of the coir fed
1. Finance Department
2. Production department
3. Making Department
4. Personal Department
5. Electronic Data Processing Department

1. FINANCE DEPARTMENT

Finance is the life blood of the every business activity. It is one of

the functions that every financial dealings of business on the basis of an
accounting plan is revealed and is known as book keeping. The coir fed
maintains the day book, cashbook, bankbook, purchase register, sales
register, assets register, general ledger sundry debtor & creditor.

37
 The daybook maintain for recording of day to day
transaction.

Bankbook maintained for recording receipts of payments

through Lt and by book. Cash book is used for record collection;
purchase register is used for recording purchase goods only. Sales
register is used for recording sales goods only.

Maintenance of assets register is necessary for arriving the total assets,

depreciation for the period current year, addition and deletion, year

38
 General ledger maintaining for recording expense and
incomes.
Since coir fed is following its activities through agency or
showroom system. It requires maintenance of detailed separate
accounts. Similarity purchase is mainly coir yarn and products from
large number of socities spread all over the state, separate register is
required for its purchase as well as debtor and creditor

FUNCTION S FINANCE DEPARTMENT

 Creating
 Maintaining
 Controlling
 Working capital

SOURCE OF FUND

1) Issuing share and taking annual subscription or contribution

from members
2) Taking loans and advances from government cooperative
financial agencies, national cooperative development
cooperation and other financial agencies
3) Donation, grants, subsidies, etc from state and central
government recognized organization

39
SHARE CAPITAL

During the year 1998-1999-rs275lakhs allowed by govt

The share capital from the govt is Rs1382.90lakhs. 50lakhs rupees were
obtained as share capital.

PRICE FLUCTUATION FUND

40lakhs rupees were obtained other financial assistances

Rs252.86lakhs was obtained as stock liquidation and mda.

40
FINANCIAL DEPARTMENT CHART

Finance Manager

Assistance Finance Manager

Junior Accountant

Senior Accountant

L D Clerk

U D Clerk

41
WORKING CAPITAL

It is concerned with the management of current assets. It

is an integral part of working capital management in the trade of
between profitatability and risk. If the firm does not have adequate
working capital i.e: it does not invest sufficient funds in Current assets it
mats become illiquid and consequently may not have the ability to meet
its current obligations and thus invites the risk of bankruptcy

The working capitals of coir fed are obtained in the form

of loan from NABARD, state cooperative bank, district cooperative
bank etc. Share from govt and primary society also from a plant of
working capital

2. PRODUCTION DEPARTMENT

Production is the conversion of raw materials into finished

products. The production department in coir fed is known as RCP
{Rubberized Coir Product} it gives all answer about the raw materials
and finished products. The head of the department is the works
manager. It has production unit and an administrator using work
manager controls both the departments.
RAW MATERIALS
These are mainly two types of raw materials namely:-
1. Decorticated fiber or De fiber

42
 2. Bristle combed fiber or Bc fiber

Decoricated fibers are shorter and thicker and darker in

co lour. Bristle fiber is long and soft and lighter in co lour. Both these
are used in 50-50%ratio. The raw material to coir fed is collected from
pollachi and Thenkasi.

PRODUCTION PROCESS
The basic raw materials used are a raw fiber. The fiber is at
first passed through spinning curling machine and made into ropes.
These ropes are passed through untwisting machine and rope is UN
twisted.
The fiber is feed in the feeder conveyor of sheet forming
machine. The thick foams are sprayed with latex. When it goes through
heat chamber it gets dry. The sheets are cut into pieces according to the
required length known as flees. Latex is spread on that feeds. The flees
are present in hydraulic press. For pressing 120 degrees Celsius is used
for pressing of inch to minutes is required. After this process vulcanizing
process take place 120degree Celsius is required for this process. For 2
inches, 35minutes is required. At tame 20 mattresses can be vulcanized.
After this cutting process takes place the vulcanized foam takes place.
The vulcanized foam is cut into necessary item by bandsaw machine.
The waste obtained from the cutting process is known as comings and
they are reprocessed in waste breaker. 15% of fiber is obtained from
waste breaker is added to fresh fiber which is used in the sheet forming
fiber.

43
 The vulcanized foam which cut into necessary item by bandsaw is taken
for inspection. After inspection it goes to the furnishing section. In
furnishing section the foam is attached to mattress. Using latex on one
side and cloth on other side

PRODUCTION PROCESS

Raw Material Untwisted Sheet foaming Cutting Unit

(Roap) Machine machine

Finished Band saw Vulcanizing Calendar Unit

Products machine Chamber

44
 Production Department chart

Work Manager

Production Unit Administration Unit

Plant Engineers Assistant Financial Manager

Clerk
Mechanical Electrical

Steno typist
Chemist

Others

Quality Control Quantity Control

Machine operators

Workers

45
CHEMICAL PROCESS
The main chemicals or accelerators used ZDC and ZBT.
Potassium hydroxide are stabilizing agents zinc oxide is used as initiator
and TQ are used as antioxidants. Rubber grade sulphur china clay etc
are also used as chemicals.
All this chemicals expects stabilizing agents are mixed
along with water in the balmine. It has three compartments; latex is
stored in an agitator with ammonia. When latex is taken for use
ammonia, removed from it using chemicals knowns as VLpottasium
hydroxide. The stabilized latex is then mixed with ground chemicals.
This latex is used in the sheet forming machine for spraying.

QUALITY CONTROL
The products of coir fed are graded with ISI mark, for
ensuring quality frequent, quality checks are required, quality control
departments conducts the check which is compulsory. In the lab they
conduct 5 physical standard tests and 3 chemical standard tests.

1. Density Test
To maintain the original thickness of materials
2. Intension hardness index test
To test the load bearing capacity
3. Resistant to ageing
To test the storage life
4. Resistance to flexing
Durability of products

46
 5. Compression test
Conduct to avoid the sagging of the product

GRADE OF MATTRESS
They can be mainly classified into three-:
1. suraj:- first quality mattress
2. chandini:- foam used is l inch thickness
 ordinary
 delux
 super delux
 Thara :- foam used is of ½ inch thickness
a. ordinary
b. delux
c. superdelux
3. MARKETING DEPARTMENT
Marketing occupies an important position in the
organization of business unit marketing is centered around
customer. Marketing function are not limited function of buying and
selling but they include all functions necessary to satisfy the
customer such as financing, storage, risk bearing and after sales
service etc. this involves doing marketing research on customers,
analyzing their needs and then making strategic decisions about
product design, pricing promotion and distribution.
Coirfed, Apexfederation of the coir cooperative societies was
formed with a view to sale and market the coir products from
primary societies because the primary themselves cannot sell this

47
products in the market due to intense competion and various other
reasons. So the main job of marketing department is to obtain
orders and dispatch the required products;. For this purpose coirfed
setup four regional offices at kollam, allapuzha, Kozhikode and
Kochi and about 100 showrooms all over India

GOAL OF MARKETING DEPARTMENTS

1. Develops production and sales strategy
2. assists the promotional activities
3. preparing the marketing information upper management to
make decision
4. profit maximization in the short term and long term
5. achieving a particular market share
6. keeping competition out or keeping it under check

MARKETING MIX
Marketing mix is the set of tools that firm uses that
to pursue in marketing objectives in the target market.
M.C.CARTHY classified these tools into four broad groups that be
called the four Ps of marketing products, price, place, promotion.

1. Product
Coirfed is the apex federation of six hundred primary coir
cooperative societies. Coirfed is engaged in the marketing of coir
yarn, coir doormats, matting which is purchased from the primary
socities and in manufacturing and marketing of rubberized coir

48
 products like mattress, pillows, cushions etc. the business operations
of coirfed are through four regional office and hundred showrooms
with head office at allapuzha.

The coir product of coirfed follow coir board

standard. To ensure quality it has double inspection. Internal
inspection and final product inspection.

2. price
The pricing policy followed by coirfed is costplus
pricing. This method of pricing is based on simple arithmetic adding a
fixed percentage to post unit.
3. promotion
The promotions measured used by coirfed are personal
selling coupons advertisng etc.
A. personal selling
It gives right products to right consumers. It is the
most effective and the most costly form of promotion. It has the
advantages of personal contact.
B. coupons
It is a certificate that entitle the customer to a specified
having on the purchase of a specified product
C. advertisement
It is a paid form of non personal presentation or promotion of
ideas, goods or services by a identified sponsor. In the present day

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marketing, advertising has become an in separable parts of the business
marketing activities. Advertising is directed towards customers.
Advertisement help to create an image and repution of the product. In
coirfed advertisement are given through television, radio, printing,
media such as newspapers, journals etc during the rebate sales.
4. PLACE
Distribution channels are system of economic institution
through which a producer of goods, deliver them into the hands of their
uses
In coirfed the distribution of rubberized coir product is by direct
retailing through its showrooms. Retailing includes all activities
incidental to selling to the ultimate consumers. Coifed has its 50 own
showrooms 48 agency showrooms and 2 mobile showrooms. Mattress,
cushions and pillows are manufactured by coirfed in its rcp unit and sell
it through its showrooms. These are the 4 regional offices both buying
and selling take places. These are 108 retail outlets for coirfed.

For rubberized coir products

MANUFACTERS -> RETAILER – CONSUMERS

For coir yarn and coir door mats.

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PRIMARY SOCITIES-COIRFED-RETAILERS-
CONSUMERS

MARKETING STRATEGY

Marketing strategy outlines the manner in which

the marketing mix is used to attract and satisfy the largest market to
accomplish the organizational objectives
The marketing strategy used by coirfed is penetration marketing
strategy. It offers low introductory price to speed up its sales and
therefore widening the market base. Low price is used as a major tool
for rapid penetration of a mass market and is posed on a long tem view
point.

COMPETITORS

Allepey Company
Aspin Wall
Good acre
Madhavan incorpation

The main competitors in the field of rubberized coir products

are duroflex, kurlon
EXPORT{98-99}

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COIR YARN : - Rs28.84 LAKH
COIR PRODUCTS: - Rs2.97LAKH
EXHIBHITION

In the reporting year 98-99 coirfed participate in

exhibhition at 23 places including the cities like TVM, EKM, KZH.
Sales of coir products for Rs39.37lakhs were made at these exhibhition

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MARKETING DEPARTMENT CHART

Marketing Manager

Deputy Deputy Quality Control Regional

Marketing Marketing Officers Officers
Manager (Products)

Showroom Senior Superintendent

Junior Superintendent

Senior Assistant

U D Clerk

L D Clerk

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PERSONNEL DEPARTMENT
The latest asset of any organization is the human being. The
growth and development of the organization depends on the grooming
of the personnel there. The functions of human resources starts at
selection and recruitment goes through induction and training through
the hole earner till super agnation. The HR function includes welfare,
industrial relation and being a party to the trade union negotiation.
Today human resources management is identified as significant function
of management and the need to integrate it into the main stream
decision making activities within many organizations need to be over
emphasized.

FUNCTIONS OF PERSONNEL DEPARTMENTS

To maintain man power requirements
 To ensure statutory complaints of pf esi, epf, etc.
 To claim salary, wages, and ta
 To maintain the attendance and punctuality of employees.
 To attend all legal matters relating to organization
WORKING HOURS
1. workers:- 9:30am to 5:30pm
2. office ;-10:00am to5:00pm
One hour break from 1pm to 2pm
RECRUITMENT
Recruitment is mainly by psc and other sources are board
of directors. Interview, employment, exchange, deputation from govt,
promotion etc.

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TRAINING AND DEVELOPMENT
Coir board intimidated certain training programmes for the employees
and the officers.
MANPOWER
The employees of coirfed include permanent, temporary,
probationary, casual apprentice, part time probationary, part timr and
substitute. The attendance of employees is recorded through the
punching system.

PROMOTION
Promotion of employees is based on the seniority, suitability for
the post skill and efficency of workers.

PAYMENTS

All regular employees are given monthly payments and those on

contract basis are given consolidated payments, workers are given
wages or piece rate mostly, monthly and weekly

ANNUAL LEAVE
Casual leave is 20 and 20days half pay leave and earned leave 1/11

TRADE UNION
The main trade union of coirfed as INTUC, ANTUC, ALL INDIA
SHOWROOM EMPLOYEES UNON, CITU, RCP EMPLOYEES .

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PROVIDENT FUND AND ESI
The PF available is 12%of basic + DA. Those employees who
have a salary upto 6500 enjoy esi facility 175% is the contribution of
employees and 4.75% is the management contribution. Medical
reimbursement is provided for employees who have a salary above 6500
BONUS &Incentives
Workers bonus is fixed by CIRO .ASPER ciro 20& is given as bonus
and 8&is given as ex-gratia.It is given as 3 instalments. 1st instalment is
in onam ‘second in chrismas and final settlement is in Vishnu.
Staff bonus is based on govt guide line 8.33%is given as
bonus balance 11.67% is the given as Ex –gratia.Festival allowances of
Rs 4000is given asper the decision of board.

PERSONNEL DEPARTMENT CHART

Personnel Manager

Senior Superintend

Junior Superintend

Senior Assistant

U D Clerk

L D Clerk

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 CHAPTER 6
SWOT ANALYSIS

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 SWOT ANALYSIS
Swot means strength, weakness, opportunity, threat.

STRENGTH

 High reputation of the firm

 The products manufactured by coir fed of good quality.
 The products are unique one in nature.
 Skilled laboures.
 Coir fed provides a number of welfare measures to its
employees.
 Govt assistance for finance.
 Coir fed has successfully implemented coir geo-textiles
which is environment friendly

WEAKNESS

 Advertisement publicity is poor

 Less number of own go down opportunity.

OPPORTUNITY

 Opportunity for the future growth

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THREAT

 High competition
 Shortage of adequate defibering units in the state.
 Stiff competition from exporters.
 Threat of stopping rebate by central government

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 CHAPTER 7
FINDINGS, SUGGESTIONS AND
CONCLUSION

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 FINDINGS

 The coir exports of the country show a consistent rise

overcome

 There was a consistent increase in exports of coir

products from India

 Imports of raw materials of the company show an

increasing treand through out years

 The major coir exports from India were made to east

European countries

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 SUGGESTIONS

o The phase of modernization of different sectors of

coir industry helps to overcome most of the
problems faced
o Training forms an integral part of modernization
process, keeping in this inview coir board has to
organize training in the use or adoption of new
methods production employing new devices

o Establishment of raw materials bank capable of

stocking and supplying quality items like coir yarn,
coir fiber etc of reasonable price to small scale
manufactures

o Research and development efforts have to be

geared up to improve the global prospect of the
company

o New products should be developed in order to

achieve competitive advantage

o An effective mission and vision statement must be

prepared

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o Job enlargement for all departments

o Improving safety measures, utilization of factory

premises

o Bring out effective computer system

o Various promotional activities should be adopted

for increasing the sales prospects in the
international market

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 CONCLUSION

Coir industry is one of the most important

agro-based employment oriented traditional industries in India. Coir
industry contributes a major share in the world market. This study
reveals that coir products have a great orientation in the world market.
The organization study of co-operative coir marketing federation has
been beneficial for me in all aspects. It help me to familiarizes with the
practical side of an organizational function. It provides me an overall
idea about Finance, personnel, Marketing and production departments
of an organization.

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 BIBILOGRAPHY

1. Fundamental of business organizations and

Managements

By. YK BHUSHAN

2. Marketing Management
PHILLP KOTLER

3. Website

4. Annual Report

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