1.

INTRODUCTION

HISTORY AND PROFILE OF THE COMPANY:

Windsorpack is the pioneer of EPS (Thermocol) processing in Northern India. Our

Managing Director Mr.Parvinder Singh Sahni, a first generation Entrepreneur,
established the Parent Company Windsor Packaging Pvt. Ltd. (now known as Windsor
Industries Pvt. Ltd.) in 1989 and the other group companies were added and became
operational as per the need and growth of the market. Manufacturing of Thermocol
Disposable Cups and Plates was a logical diversification having manufacturing synergy
with the present operations.

Windsor Industries Pvt. Ltd, Kurali/Baddi is one of the largest manufacturers of EPS
(Thermocol) packaging, its components and disposable products in India. Our key
objective is to manufacture and supply Quality products along with Quantity, which
can meet our customer’s expectations in a cost effective manner and provide them best
services.

Windsor, one of the most leading and versatile industrial group engaged in diverse
manufacturing activities. Our primary manufacturing activities involve:-

1) E.P.S (Thermocol) Industrial Packaging, Insulation sheets

2) E.P.S Disposable Glasses.
3) E.P.S Disposable Plates.
4) BOPP Self Adhesive Tape.
5) Bio-Degradable Disposable Crockery.

Windsor is one of the largest manufacturers of EPS (Expandable Polystyrene

Thermocol) Mouldings and quality Virgin Sheets with various densities in Northern
Region. Windsor is considered synonymous with ultra- precision, specular quality,
High-volume quantity and timely delivery backed by dedicated services to our
customers. It is the only industrial house in this region having in-house Tool room
comprising of all the latest tool room equipment’s to prepare the Moulds from inception
till production in three days’ time. These facilities are located at Kurali and Baddi

1
In the same location; Windsor is also running a plant to manufacture a variety of BOPP
Self Adhesive Tapes in all the sizes this most sophisticated Plant has a capacity to coat
approx. 400 Tons of BOPP Film per annum. This plant has also been provided with
independent multi-colour Printing Machine to manufacture these tapes as per the
specific logo and design of the customer.

Both the above Units have also been provided with independent Laboratories to ensure
the proper quality of input as well as quality and consistency of the end product.
In another location i.e. at Baddi Industrial Area, Windsor has set up one of the largest
Unit to manufacture EPS Disposable Glasses in ML sizes (135ml, 150ml, 200ml,
250ml, and 300ml) and EPS Disposable Plates, Donnas and Bowl of various sizes
(Plates 3 CP, 4CP Round, 4CP Square6 CP Plate (Spl.), 6”, 8”, 10”, 12” and Bowl &
Donnas), Lunch Boxes of different sizes. This Unit has a capacity to produce Two
million Glasses per day in various sizes…This ultra-modern unit is running with
imported plant and machinery and latest and automatic technology.
Recently Windsor have introduce an absolutely new concept in the Bio-Degradable
Disposable Crockery first time in India. It has embarked in manufacturing Disposable
Crockery by Bio-Degradable Corn Starch. Which is apart from being echo friendly
gives a new flavour to eating.

Thermocol is nothing but polystyrene, which is a petrochemical product, therefore it

contains only two chemical components carbon & hydrogen. Its chemical properties is
identical to polythene. It is one of the most widely used plastic product with the density
of 0.96-1.04 g/cm³ and a production of several billion kilograms per year. It turns into
flowing state when heated above 100 degree Celsius and solidifies again when cooled.
It is this property of thermocol which is used to give it desired shape, cast it into the
moulds with fine detail. It is not environmental friendly as it does not biodegrade for
hundreds of years. It also releases poisonous gases when burning which is very harmful
for health and may even lead to death. Since it is a petroleum product, it is a good
resister of heat & cold and dissolves in any solvent of petroleum.

TESTIMONIALS TO THE COMPANY

“You have been one of our best performing strategic supplier in last 15 years. We
congratulate you for the hard work put in by team Windsor for achieving this level. I
would like to acknowledge your contribution in: Product Designing & amp, Value
Engineering, Timely material delivery (Even to a level of 35 vehicles/day), Consistent
product quality, after sales service, EPS Tooling development, Measure taken up for
productivity improvement/capacity enhancement etc. and Focus on continual
improvement. We are sure your dedication & forward looking approach will take
Windsor Industries to zenith of excellence. All the best for future endeavours.”

AKASH SEHGAL
ASST. GENERAL MANAGER- SOURCING
GODREJ & BOYCE MFG. CO. LTD APPLIANCE DIVISION

2
“We have been doing business with your Company for the past ten years. We wish to
put on record our appreciation for your meticulous and close attention to quality and
delivery. Your personnel at the factory have always been helpful, enthusiastic and
have gone out of their way many a times to meet our production schedules. We wish
also wish to state here, that as the chairman and managing director of the company,
you are hands on, and our company and team can look up to you to resolve any
issues, technical or otherwise.”
RB ADVANI
VICE PRESIDENT-OPERATION
ZAMIL AIR CONDITIONERS INDIA PVT. LTD.

WINDSORS PRODUCT CATEGORY EXPANSION:

1. Bio-Degradable Products: Disposable crockery made from Corn Starch

 Environmental Protection Technology first time in India.

 Bio-degradable in natural environment.
 Can withstand -20 degree C to 120 degree C temperature.
 High end heavy quality.

2. Disposable Thermocol Glasses: EPS Disposable Cups: Windsor is one from the
best producers of EPS Disposable Cups and is known for producing remarkable
quality and elegant design of EPS disposable cups and look forward to make every
hot & cold drink refreshing by using Windsor’s Brand EPS Disposable cups.
Windsor offer EPS Disposable Cups in various sizes i.e. 135 ml, 150 ml, 200 ml,

3
 250 ml and 300 ml. The excellent insulating properties ensure the product for
serving exactly at Right Temperature, which gives the feeling that Tea/Coffee/Soup
is not Cold and Hot to your hands and both hot and cold beverages comfortable to
hold and easy to drink. We are producing 20 lacs EPS Disposable Cups per day at
our Baddi Plant and supplying the same throughout of India.

 Smooth Rim ensure comfortable drinking.

 Excellent insulating property, ensure the products is served exactly at Right
Temperature.
 Tea/Coffee/Soup is not hot to your hand.
 Cold drinks are not cold to your hands.
 The cold carbonated drinks stay fizzy longer.
 No wet condensations drips from outside.

3. Disposable Thermocol Plates: Windsor group of Industries is also manufacturing

Foam Disposable Products (Plates, Donnas and Bowl) of various sizes (Plates 3 CP,
4CP Round, 4CP Square, 4CP Square, 6 CP Plate (Spl.), 6”, 8”, 10”, 12” and Bowl
& Donnas), Lunch Boxes. The demand of our products is too much due to
remarkable quality, elegant design and easy to hold them. We have large capacity
to produce these foam products at our Baddi plant.

 PLATE 3 CP
 PLATE 4 CP (ROUND)
 PLATE 4 CP (SQUARE)
 PLATE 4 CP (SQUARE SPL.)
 PLATE 8”

4
  PLATE 10”
 PLATE 12”
 BOWL
 DONA

4. EPS Thermocol Industrial Packaging: Application-Packaging: The properties

that make expandable polystyrene an excellent packaging material are:
 Extraordinary combination of lightness, rigidity and shock absorption.
 Unique snow-white colour and softness.
 Resistance to moisture and weathering.
 Being tasteless and odourless, it does not harbour fungus.
 Can be moulded to any desired shape with designs and trade name embossed.
These advantages have earned the product worldwide patronage in packaging
applications. Beside packaging application product is used in Lifebuoys, Fishing nets,
Floating Bridges. Buoyancy blocks of expandable Polystyrene fitted in boats make
them virtually unsinkable.
Industrial Refrigeration and Air Conditioning: Most manufacturer industries involve
processing, Storage and transport of special products at controlled low temperature
ranging from freezing to below 00 C. The manufacturer of chemicals, petro-chemical,
fertilizers, drugs, pharmaceuticals, synthetic yarn, and electronic, optical and precision
goods are examples. Failure of temperature control at any stage of the technical process
could affect the functioning of all interlinked operations and bring the whole production
to standstill. Therefore any compromise on the quality of thermal insulation material
that one may be tempted to make on the basis of initial cost will prove disastrous due
to loss of production or quality of the product. Reliability dictates that only the best
insulation material should be used in these fields.
Thermal Insulation in Transport: Refrigerated railway wagons for fish, tankers for
liquids, insulated trucks with refrigeration for transport by road for ice-cream, milk and
other foods including refrigerated cargo holds in ships.
Insulated containers like ice buckets, fish boxes, transport containers for dry ice, frozen
vaccine, blood plasma medicine are examples of thermal insulation being used to
preserve and protect the large variety of heat sensitivity goods during transport from
place to place in adverse weather conditions.
EPS Is Best choice: Expandable Polystyrene is the superior, low temperature thermal
insulation for insulation of building. Cold stores and industrial insulation because of its
low thermal conductivity backed up by its “Closed Cell” structure. A natural defence
against moisture penetration. EPS being lighter material is easier to transport, store,
handle and fix.

5. BOPP Self-Adhesive Tapes

6. EPS Thermocol Building Insulation

5
Current Position to start a Business in Thermocol Glass and Plates: According to
entrepreneurindia.co to start a business in thermocol glass and plates which is termed as a low
investment project with some basic starting details such as:
Capacity Glasses: 324000 Glasses/Day, Plates: 162000 Plates/Day
Plant and Machinery cost 73.00 Lakhs
Working Capital 0.00
Rate of Return (ROR) 49.00 %
Break Even Point (BEP) 35.00 %
TCI 245.00 Lakhs
Cost of Project 245.00Lakhs

Categorization of marketing strategies of Windsor pack

Windsor pack covers most of the northern regions in India i.e. Punjab, Chandigarh, Himachal
Pradesh, Delhi NCR, Haryana. So the different strategies adopted to gain advantage in the
market can be listed as:
1. Competitive advantage in the marketing strategy-
In order to differentiate itself, the company firstly started in Kurali, Punjab but later on
expanded its business of production in Baddi and now has the biggest manufacturing plant
in North India. Both the facilities provide top of the class laboratories and production
processes which no other competitor can compare to. Windsor has achieved economies of
scale through extensive product offerings which include Bio-Degradable products (The
first company to launch and manufacture these products in India), Disposable thermocol
glasses, plates, EPS Building Insulation, EPS Industrial Packaging, BOPP self-adhesive
tapes. They are the largest manufacturing company for EPS and other products in northern
India.
2. Distribution Strategy in marketing strategy of Windsor-
Windsor realizes that the most important thing that customers want is the quick delivery of
products they order. This is where Windsor’s extensive distribution system has come into
play. Windsor has best in the line distribution lines and large warehouses. Both the plants
have a capacity of 1500 M.T.P.A and cover an area of 2acres and 4.5acres for Kurali and
Baddi respectively. The finished products are sent to the respective customers with the help
of the best logistics systems.
3. Brand Equity in marketing strategy of Windsor-
Staring as a single company in 1989 and making a brand name with providing the best
products and innovating in the new products which can be launched in the market, Windsor
Industries have made a distinguishing name in the market. “A brand for a company is like
a reputation for a person. You earn reputation by trying to do hard things”. And starting as
a single unit now Windsor unit is a respectable brand in northern India.

6
4. Competitive Analysis in marketing strategy of Windsor-
Shortlisting the competitors of Windsor it will depend on the type of product the rival
company is manufacturing. For Thermocol dana, Mouldings etc. Leader Thermocol
Industries are the major competitors. Pacific Insulators and Furnishers are the major
competitors in the Packaging material and building insulation etc.
5. Customer analysis in the marketing strategy of Windsor-
Windsor’s customers are diverse. The products go directly to the distributors and also to
the end user. The big names which are the customers of Windsor products can be listed as:
 Godrej Boyce Mfg. Co. Ltd.
 Amber Enterprises Pvt. Ltd.
 Azure Kooltech Industries
 Dabur Pharma Ltd.
 DCM Engg. Product
 Eicher Tractor
 Fine Switchgear
 Indechemie Health Specialties Ltd.
 Advantec Coils Pvt. Ltd.
 Kapkan Electronics Pvt. Ltd.
 Khurmi Gun Works
 Lobotech Instruments
 Lloyd Electric & Engg. Ltd.
 Luminous Electronics Ltd.
 Luxmi Engg. Works
 Maharaja Appliances Ltd.
 Majestic Auto Ltd.
 Microtek International
 Philips India Electronic Ltd.
 Prisma Electronics Ltd.
 Sansui Electronics.
 Swarup Mechanical Works
 Usha International.

7
 2. NEED AND SCOPE OF STUDY
The study of marketing strategies of Windsorpack is done to learn how the marketing can
be done at such a big scale, at such a big pace, following various customer satisfying
strategies. It is productive to learn how Windsorpack is turning top ranker by beating the
rivals. It is worth studying that how they are managing the price value of products making
the products worth purchasing. It is good to learn total quality management followed by
the company. The key notes and the key strategies followed by Windsorpack can help a
marketing personal to start his carrier in business.
This study basically tries to discover the current position of Windsorpack in market when
it comes to marketing strategies. The scope of study of Windsorpack marketing strategy
lies beneficial if a business personal wants to setup a new business in the thermocol
industry or wants to expand their business successfully following the footsteps of the
company. The study is primarily directed to the people who want to accomplish
themselves in the manufacturing market of India and how to be successful as a small
scale industrialist in the Indian market. The scope of study is to find out various flaws and
bottlenecks in the marketing strategies of Windsorpack and then to draw various
successful recommendations and suggestions.

8
 3. OBJECTIVES OF THE STUDY

This seminar report is focused to fulfil following objectives:

1. To study the marketing strategies of Windsorpack.
2. To analyse the marketing strategies of Windsorpack.
3. To interpret and draw various recommendations regarding the marketing strategies
of Windsorpack.

9
 4. RESEARCH METHODOLOGY

Research methodology is the systematic study into a subject in order to discover or revise
facts, theories and applications. It is the way how we conduct the research. The broad
objective of the present study is to understand digital marketing and its impact in brand
communication.
A research methodology is the specification of methods and procedures for acquiring the
needed information. It is overall operational pattern or framework of the project that
stipulates what information is to be collected from which source and by what procedure.
There are three types of objectives in a marketing research
1. Exploratory Research: This research focuses to gather preliminary information that will
help define problems and suggest hypothesis.
2. Descriptive Research: This research describes things, such as the market potential for a
product or the demographics and attitudes of consumers who buy the product.
3. Casual Research: This research is performed to test hypothesis about casual and effect
relationships.
Based on the above definitions it can be established that this study is an exploratory
research following the literature search technique as the analysis has been done by data
collected from sources like bulk buyers of Windsorpack products, websites, and firms
associated with Windsorpack etc. The descriptive research done in this study is done with
the help of questionnaire. Through this study we are trying to analyse the various factors
that may be responsible for the preference of Windsorpack.
This research includes:
• Problem identification: Marketer should be aware of the perception of customer. He
should be aware of who are decision maker as well as ultimate buyers.
• Scope of study: The scope of this study is kept within the control of individual
researcher.
• Objective of study: Objective of this study is kept within the control of individual
researcher.
• Research design: The method adopted for research is customer analysis and sampling
techniques such as data collection with help of questionnaires. It is the blue print for the
research undertaken.
• Method of data collection: Questionnaires, Data collection through websites and data
collection via different customer sources.
• Sources of data collection:
1. Primary sources: Different Customers of Windsorpack

10
 2. Secondary sources: Company’s webpage, internet, consumer feedback via
telephones etc.
• Limitations of study:
1. Resources for collection of data are less.
2. Time period for data collection is short
3. Experience in field of research is difficult job

11
 5. ANALYSIS AND INTERPRETATIONS

Analysis is a tool used to measure the overall performance of a business. Under this
seminar work analysis is done to compare the marketing strategies of Windsorpack
and other existing rivals.

The sample size taken to analyse the data is of 20 respondents.

I. Which product are you opting for from Windsorpack?

Category Responses Recorded

Bio-Degradable Products 3
Disposable Products 9
EPS Products 5
BOPP Self Adhesive tapes 3

Product Opted the most among Respondents

10
9
8
7
6
5
4
3
2
1
0
Bio-Degradable Disposable Products EPS Products BOPP Self Adhesive
Products Tapes

Interpretations: It can be interpreted from the above data that most of the
respondents were dealing with the disposable product line of the company.

II. Rate about our product quality? (Depending on the buyer i.e. which
product the buyer buys)
Category Responses Recorded
Very Good 16
Good 3
Average 1
Bad 0

12
 Quality Of Product Rating

5%
0%
15% Very Good
Good
Average
Bad
80%

Interpretations: It can be interpreted from the above data that most of the
respondents were happy with the products they were buying from Windsorpack.

III. How did you come to hear about Windsorpack?

Category Responses Recorded
Word of Mouth 17
Friend 0
Internet 2
Distributor 1

Where did you hear about Windsorpack

10%
5%
0%
Word of Mouth
Friends
Internet

85% Distributor

13
 Interpretations: It can be interpreted from the above data that most of the
respondents heard about Windsorpack via the Word of Mouth.

IV. Give the key factor that you feel is most necessary to increase
Windsorpack competitiveness in the EPS market sector? (Depending on
what business is the EPS solution being used i.e. Construction,
Transportation, Cold Stores and Air Conditioning etc.)
Category Responses Recorded
Quality 3
Pricing 13
Durability 2
Reliability 2

Increase Competitiveness in EPS Market

10% 15%
10% Quality
Pricing
Durability
Reliability

65%

Interpretations: It can be interpreted from the above data that most of the
respondents say that pricing is the best point where Windsorpack can gain real
advantage over its rivals in the EPS market.

V. How satisfied are you with the level of qualification of our manufacturing
processes for the product you consume? ( Question mainly aimed for
firms or companies dealing with Windsorpack but for this research all the
20 respondents answers have been recorded)

Categories Responses Recorded

Very Satisfied 16

14
 Satisfied 4
Ok 0
Dissatisfied 0
Very Dissatisfied 0

Satisfaction With Manufacturing Process

16

4
0 0 0

VERY SATISFIED SATISFIED OK DISSATISFIED VERY DISSATISFIED

Interpretations: It can be interpreted from the above data that most of the
respondents are very satisfied with the manufacturing process of Windsorpack.

VI. Bio-Degradable products are the products which are being manufactured
only at Windsorpack all over India. How well can you rate this product
line? ( Depending on whether the respondent has used the product or not)

Categories Responses Recorded

Very Good 12
Good 1
Ok 0
Bad 0

15
 Rate Bio-Degradable Products

Bad

Ok

Good

Very Good

0 2 4 6 8 10 12

Interpretations: It can be interpreted from the above data that most of the
respondents out of the 13 respondents who knew about the product 12 feel very
good about the product.

VII. With increase in competition which strategy would you suggest to

increase our reach to the customers?
Categories Responses Recorded
Advertisement 11
More Distributors 6
More Online Presence 2
More Product Categories 1

Which Strategy will be Best For Future

5%
10%
Advertisement
55% More Distributors
30%
More Online Presence
More Product Categories

16
 Interpretations: It can be interpreted from the above data that most of the
respondents agree that with increase in competition the best marketing strategy to
follow will be more advertising.

VIII. According to you what is the image of Windsorpack in the market?

Categories Responses Recorded

Excellent 17
Good 3
Fair 0
Poor 0

Image of Windsorpack in market

15% 0%
Excellent
Good
Fair
Bad
85%

Interpretations: It can be interpreted from the above analysis that the reputation
of Windsorpack in market is Excellent. A little bit more effort can be done to
increase the number in an already excellent response.

Current scenario of competition to Windsorpack:

Currently Windsorpack is the largest manufacturer of EPS and thermocol in the
northern India. Windsorpack are the first in India to manufacture bio-degradable
products in India as all of the other companies are just importing these products.
Currently pricing wise the closest in the competition of EPS manufacturing is
Shalimar Group of Companies and RP plastics which are pricing their products
competitive to Windsorpack. But with its name behind its product Windsorpack
still leads the pack by a mile from its competitors.

17
 6. Conclusions

Though there were certain limitations in the study that was conducted. The study allowed
for some conclusions to be drawn on the basis of analysis.
In today's scenario, customer is the king because he has got various choices around him.
If you are not capable of providing him the desired service he/she will definitely switch
over to the other providers. Therefore in order to survive in this cutthroat competition,
you need to be the best. Customer is no more loyal in today's scenario, so you need to be
always on your toes.
The results indicated that Windsorpack is way better than its competitors today and holds
a very comfortable position in the market for all of its products. They have established its
name in all the sectors and territories they operate and with more innovative products
being launched gradually the standing of this company in today’s competitive market is
very good. The customers are preferring Windsorpack as the services are quick, good in
quality, more promising and reliable.

18
 7. Recommendations

The recommendations made in this section are based on the market study conducted as
part of Windsorpack. The suggestions are arranged in order of priority, highest first:

 With increase in competition more focus should be given on advertising and other
means of marketing strategies as it will help the company grow in the minds of
their customers and in the minds of people who hear about them.
 The company can invest in much more broader categories of products with the
available facilities and the manufacturing processes they have in their possession.
 The company must keep a watch on its primary competitors in market in order to
be able to compete with them.
 The number of distributors should be increased as still their reach in remote areas
is less and new products like the bio-degradable product range is not known and
are a bit pricey for the Indian market.

19
REFERENCES

http://www.windsorpack.com/
https://www.google.co.in

20
 QUESTIONNAIRE

Name: ______________________________________

Gender: ( ) Male ( ) Female

The reasons why you choose Windsorpack are?

__________________________________________________________________
__________________________________________________________________

From which firm or what business are you in?

__________________________________________________________________
__________________________________________________________________

Which product are you buying from Windsorpack?

( ) Bio-Degradable ( ) Disposable ( ) EPS
( ) BOPP Adhesive Tapes

Rate about our Product Quality?

( ) Very Good ( ) Good ( ) Average ( ) Bad

From where did you hear about Windsorpack?

( ) Word of Mouth ( ) Friend ( ) Internet
( ) Distributors

How satisfied are you with the level of qualification of our manufacturing processes for
the product you consume??
( ) Very Satisfied ( ) Satisfied ( ) ok
( ) Dissatisfied ( ) Very Dissatisfied

21
Bio-Degradable products are the products which are being manufactured only at
Windsorpack all over India. How well can you rate this product line?
( ) Very Good ( ) Good ( ) ok
( ) Bad

Give the key factor that you feel is most necessary to increase Windsorpack
competitiveness in the EPS market sector??
( ) Pricing ( ) Quality ( ) Durability ( ) Reliability

With increase in competition which strategy would you suggest to increase our reach to
the customers?
( ) Advertisements ( ) More Distributors ( ) Internet Presence
( ) More Product Categories

According to you what is the image of Windsorpack in the market?

( ) Excellent ( ) Good ( ) Fair ( ) Poor

22