About the Construction Industry :

 Today India is the fastest growing economy in the world.

 Construction is having its own important role in development of
Industrialization, Urbanization , Economic development and our own
Standard of living.
 As per the research done and the statistics constructed shows that in India,
Construction is the second largest Economic Activity in the country after the
Agriculture.
 It contribute 11% of India’s GDP.
 $ 239.68 billion is likely to be invested in the infrastructure sector over the
next 5 to 10 years that to in :

 Power
 Roads
 Bridges
 City Infrastructure
 Ports
 Airports
 Telecommunications

 Therefore this will provide a huge boost to the Construction Industry as a

whole.
 Whereas Plywood in one of the product of Construction Industry and
therefore it can be said that a well structured business of plywood is having
a wide scope of generating revenue.
 About the Company :

Corporate Overview :

Century Plyboards India Limited is one of the leading manufacturers of the

Premium Quality Plywood in India run under the hands of Managing Director Mr.
Vishnu Khemani. It manufactures and sells plywoods on the brand of SHARON.
Sharon Plywoods was established in the year 1987 and has become a largest
importer of hardwood logs in the country. The hallmark of brand’s success is
using only 100% hardwood species, technically proven to be the best raw material
for the manufacturing quality plywood and veneer in the world. These hardwood
species are known for its high density, which ensures unmatched tensile strength
and toughness to take huge loads.

After winning the appreciation of architects as well as carpenters for nearly

two decades, Sharon is today the undisputed leader when it comes to quality and
consistency. The strength of Sharon lies in the stringent quality standards followed
strictly, right from choosing the wood, to the final dispatch of plywood sheets. The
state-of-the-art factory has the very best machinery including the latest Double-
Press machine. Every sheet of plywood produced at Sharon is Double-Pressed and
has the ISI mark.

Sharon's mission to maintain the highest standards in the manufacturing

process helped it become the first plywood & veneer manufacturer in Tamil Nadu
to be awarded the ISO 9002 certificate.

Sharon's commitment to this mission was recognized further by an up

gradation from ISO 9002 to ISO 9001 (2000).
 Sharon has also added another first to its credit, by becoming the first
plywood manufacturer in Tamil Nadu to be acknowledged for its responsibility
towards environment, with the ISO 14001 certificate conferred for total Eco-
protection & recently awarded the “Eco Friendly” & “Health & Safety
Management System” Certificate for adhering to safe procedures & all norms
while Manufacturing Low Emission Plywood. Sharon's commitment to quality has
also earned it worldwide recognition like the IHPA certification. Over the years
Sharon has earned the prestigious CAPEXIL Export Performance Award for three
years.

Manufacturing Process of Sharon :

Every sheet of Sharon has ISI marked and is manufactured from 100%
single species hardwood by highly skilled and trained work force under the strict
supervision of technically qualified professionals. The veneers are processed at
1800 to 2000 C in modern dryers under controlled humidity and are bonded with
high quality un-extended synthetic resin. One of the unique features that ensures
unsurpassed quality of Sharon is DOUBLE PRESSED to ensure uniform and
better strength. The high end Japanese technology that protects plywood from
inside against borers, termites and powder, used by Sharon since 1994 was
specially formulated by the Wood Research Institute at the University of Kyoto- the
worlds leading institute in the area of plywood research for the past 30 years.

Quality:
Sharon Plywood’s is always committed bringing its customers quality
products and services. When it comes to durability superior quality, strength and
reasonable price Sharon has no peers in the market. The hallmark of company’s
success is using only imported hardwood for both core and face veneers, found in
tropical forests of Malaysia, Myanmar and Indonesia.

Products :
Under the class of products Sharon is having all together ten different
products in its line. They are :
1. Sharon Platinum Ply :
Sharon Platinum Ply is the ultimate tribute to product excellence. The
only plywood in India with a thick face of veneer, Sharon Platinum Ply
offers unmatched strength, rigidity and dimensional strength. With the
guarantee forever, Sharon platinum ply is most preferred by connoisseurs of
fine living and is often seen used in exclusive villas and star hotels.

2. Sharon Gold Ply :

Sharon Gold Ply is the star of Sharon stable. Every sheet of Sharon
Gold Ply is manufactured from 100% hardwood by highly skilled & trained
workforce. Until 1997 the entire production of Sharon Gold Ply was
exported to Japan. It set a new bench mark in product strength and
consistency to the quality conscious consumers in India. Sharon Gold Ply is
available in both MR and BWR grade.

3. Sharon Elasti Ply :

Sharon Elastiply revolutionalises the concept of architectural and
furniture design. This incredibly flexible plywood can be bent to any shape
to give life to many a designer’s dream that are not possible by conventional
plywood. It is a cost effective and convenient solution for producing curved
or rounded wood structures especially when small radii are required. Be it
pillar covers, workstations, kitchen cabinets or designer chairs!

4. Sharon Gold Flush :

Made out of the best quality Pinewood specially imported from New
Zealand Sharon Gold Flush Doors are bonded with P.F. Resin. They are
dimensionally stable and long lasting..
5. Sharon Gold Block Board :
Using best quality New Zealand Pine wood and bonded with P.F.
Resin, Sharon Gold Block Boards are amongst the best available in the
market and offer unmatched stability and durability.

6. Sharon Gold Shuttering Ply :

Made out of selected Hard Wood and bonded with P.F. Resin, Sharon
Gold Shuttering Ply is the ideal choice where repeated trouble free usage is
required.

7. Sharon Gold Film Faced Ply :

Laminated with the best quality Film to make it totally water
resistant, Sharon Gold Film Faced Plywood is ideal for shuttering
applications where satin finish is required eliminating the need for
plastering of the concrete surface.

8. Sharon Exotic Ply :

Available in a wide range of designs, textures and hues, Sharon
Exotiply is 100% B.W.R. grade. It is crafted with deft hands from best
quality veneers and adds to the decor of any interior.

9. Sharon Burma Teak :

Decorative veneers sliced out of best quality Burma Teak logs are
pressed on Hardwood Plywood to make B.W.R. Grade Sharon Burma teak
plywood. Group matched and available in large quantity, it is ideal for
large projects where uniformity is essential.

10. Sharon Silver Ply :

Made from selected Hardwood and bonded with U.F. Resin, Sharon
Silver Ply offers an affordable solution, without compromising on quality,
for small and medium sized projects.
Place :

At Sharon Dealers are given the utmost importance in order to supply its
products. The process of selling at Sharon are , first it personally walk out and will
meet its potential customers like Carpenters, Interior Designers, Architect,
Builders e.t.c after meeting them these marketing people will market about their
product and then after getting the approval of purchase of plywood’s from the
potential customers side it will supply the goods via its authorized dealers located
at the nearby area of the construction site.

Therefore with this we can understand that at Sharon Dealers are given the
whole responsibility of supplying the material to the customers. Therefore for the
timely and as per required delivery of product it should have a very effective
channel of its dealers located at each and every important area of the whole state.
Hence Sharon recognizing the importance of dealers it has maintained one
authorized dealers in all the major markets of the state that includes 23 Dealers
around Chennai situated at all the major markets of plywood.

Price :

Since Sharon is a premium product when compared to all the other

competitors the price of the plywood’s of Sharon are comparatively high.

Promotion :

Sharon has been a undisputed brand leader in the market placing it self at a
higher level. The main reason of people knowing the name of Sharon is its quality
apart from to bring out the awareness to Sharon plywood with the new face about
superior quality and unmatched strength, Sharon has came out with new
advertisement and it was telecasted in various media like :
  Television :

Sharon Plywood has chosen electronic media as one of the mode of

brand promotion. New advertisement is aired in regional and national
channels in a massive way at regular intervals every day during prime time.
Regional Channels like: SUN, KALAINAGAR, ISAIARUVI, and VIJAY
National channels like: CNBC,CNN, IBN, NDTV 24*7, and TIMES NOW

 Radio:

Sharon towards social responsibility did an activity in two cities

towards world environmental day on 6th June 2008 for three consecutive
years. In frequency modulation like radio mirchy, hello f.m, big f.m etc

 Cinemas:

It use to advertise in the theaters as well as in the cinemas of three

states those are Andhra Pradesh, Karnataka, Tamilnadu.

 Newspapers and Magazines :

It use to advertise in daily, monthly, bi-monthly, leading newspapers

in India in English and regional languages.

Outdoor Media – Hoardings and Wall Paintings:

1) Sharon brand image has been made popular by its huge wall paintings
throughout the country. We don’t think any other plywood company has
 done this much on all India basis. The company has gained tremendous
mileage from this.

2) Hoardings are another mode of advertising in Sharon, the company has

selected prime locations. To name a few are:
At Bangalore highway – at Vijayanallur it faces when comes into Chennai
also moves towards Nellore.

3) Auto reverse panel 500Nos. placed in Chennai city only.

4) Train branding is also been done by Sharon, entire external side of the train
was painted by Sharon logo to reach all the segments of people..
Train runs between Chennai Beach to Chengalpet.

All the above promotional activities are addition to Sharon’s commitment to

quality at an affordable price.

Topic selected for study is: Brand Positioning of Sharon.

Sharon has created unique position in the minds of the customers towards
its brand in terms of quality when compared with its competitors. When a person
talks about a requirement of a qualitative plywood the brand that strikes in the
minds of people is SHARON. The main strength and unique feature of Sharon
which has made him the undisputed leader in the market of plywood is its nature of
not getting compromise in producing a qualitative products and that which made
its customers to purchase the products even at a high price from market. Its strong
belief is that what is produced at Sharon is much superior than that of its
competitors products.
 Therefore my study is going to be on the positioning of Sharon. Selection of
this particular topic is been made because even though Sharon has been very
consistent performer in the market with quality outcome the problem that is faced
by Sharon is loosing of contracts to its competitors because variation is pricing
from its competitors and therefore eventhough Sharon has been a brand leader in
the market it has not yet achieved highest market share. Therefore simply
positioning at quality terms is not bringing Sharon’s objective come true that’s
“should have a higher market share”.

Objectives:

Primary:

1. The basis on which Sharon is positioning itself, is it creating any difference

in the minds of customers or not. In other terms is it effective or not.
2. How far the company is true with its positioning from customers point of
view.
3. In the cut throat competitive market of plywood, should the company has to
rethink on positioning or it has to add some value in terms of pod’s or pop’s
to attain the attention of customers.

Secondary objective:
1. To understand the need of the customers as per the market situations and
demand.
2. To recognize the major problems faced by the brand in the market.

Research Methodology:
The information required for the study will be collected from three regions:

 Dealers
  Potential Customers
 Company

Structure of Study:

1. Firstly will be going into the market and will be studying the two things :
i. Awareness of the brand in the market
ii. Image of the brand in the minds of people. How they take it

2. Secondly will be studying the positioning in the terms:

i. Customers:
a. What are the brands available with them
b. Reasons for opting for a particular brand
c. Which brand according to them is playing a major
role in the market and why.
d. Any problem is been faced by the customers from any
brand.
ii. Competition:
a. How the competitors positioning themselves in the
market
b. What are the activities done by competitors for their
positioning
iii. Channel:
a. On what basis does the company selects its dealer
from the different option. Terms and conditions.
b. Will be studying the exact role of the dealer in terms
of , is he contributing any sales to the company from
his side.
c. How far he is able to attract the attention of the
customers
3. Thirdly will be studying the factors of positioning from the companies point
of view.
Limitations :

1. The above mentioned study will be restricted to the Chennai market.

Therefore the potential customers, dealers from which the information will
be collected will be restricted to the segment of Chennai.

2. Out of all the products that are under the umbrella of Sharon the study
done will only be based on the premium three products that are playing the
major role in the market.