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MARKETING AND ANALYSIS

OF
NILKAMAL BITO STORAGE SYSTEMS PVT.
LTD. PRODUCTS

AT

SUMMER PROJECT REPORT


For the partial fulfillment of award of Post Graduate Diploma in Management
(PGDM: 2008-2010)

Under guidance of:


1
MR. NITIN KHANDELWAL

Submitted by:
DEBENDU NAG

TO

BALAJI INSTITUTE OF TELECOM & MANAGEMENT


TATHWADE, OFF MUMBAI-BANGLORE BY PASS
PUNE – 411033

DECLARATION

I, Mr. DEBENDU NAG, hereby declare that this project is the record of

authentic work carried out by me during the academic year 2008 – 2010 and

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have not been leaked to any organization or institute for any favour,

whatsoever. And in the future also I promise to keep the integrity of the data

and report intact while submitting it to the college.

Signature
Debendu Nag

ACKNOWLEDGEMENT

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It has been a proud privilege for me to get an opportunity to do the summer
project at Nilkamal-BITO Storage systems Pvt. Ltd. Pune. It has been my first
corporate exposure and the experience has been enriching and exciting.

I take this opportunity to record a deep sense of gratitude to Mr. Nitin


Khandelwal (Asst. Manager Marketing), whose kind supervision, keen interest
and valuable suggestions went all the way in successful completion of this
work..
I also extend my special thanks to Mr. Unmesh Matapurkar (Asst. Manager
Sales), for his guidance and co-operation at different stages in the
accomplishment of the project.
I show my gratitude towards the placement officer, B.I.T.M. Pune and all the
placement team members who worked hard to get me this project.
I would also like to express my sincere gratitude to the CEO of Nilkamal-BITO
Storage systems Pvt Ltd.Mr. Karl Freedman, who took out time for us and gave
us an opportunity to present our findings to him.
Lastly, I thank my family and all my friends who have been a great source of
inspiration and encouragement throughout.

PREFACE

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Summer training cum project is the integral part of Management Course.
Theoretical knowledge only provides basic concept about the study. It doesn’t
guarantee success in tackling problems. But this training gives practical
exposure to the study.
Further the market condition in India has changed tremendously these
days due to liberalization in economy, which leads to growth in the market size,
completely in business, increasing awareness of people and volatile behavior of
consumer.
It is from here we learn our flaws before actually starting the work. It adds
to knowledge and better understanding of organization. This project has greatly
helped me in giving shape to my different efforts of understanding the practice
of marketing. The sweet and sore experiences are attempts to give me an initial
exposure in the practical field.
Perhaps I had no qualification and idea to present such type of report but I
tried to do my best to prepare it. When I started to write this project I felt, it
needs capacity and experience to do this work than I have. But taking it as a
challenge, I decided to do it. For me presenting this report is like a voyage. It is
only the blessings of my honorable teachers and elders by whom I inspired to
complete this project work.

EXECUTIVE SUMMARY
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Nilkamal-is the world leader in the field of injection moulding furniture and a
key player in the material handling industry & storage system provider.
Nilkamal Bito storage system Pvt. Ltd. Is a company having 50-50% joint
venture between Nilkamal India and BITO Germany .

The main objectives to carry out the research was :

 To increase the sales & awareness level of Nilkamal-BITO products in


the industrial arena.

 To know the market share.


Research was also focused on finding out the customers buying behaviour and
new prospects in the market.

Scope of study :

 The survey covers only regions in and around Pune.


 The survey covers small and big companies:-
1) Logistics companies
2) Pharma companies
3) Engineering companies
 The survey is likely to influence the following information:-
1) Factors influencing purchase of product.
2) Problems faced by customers.
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3) Criteria adopted for re-purchase.

After knowing the objective and scope of study the survey was conducted and a
structured questionnaire was prepared on which the responses where taken and
later a proper detailed study was done so as to figured out the major hurdles
that company facing.

Major findings :

 Awareness of Nilkamal is 100% but the awareness of NBSS is minimal


viz 4-5%.

 Clients are more concerned about the price and quality.


 The concentration of NBSS is more over the industrial and institutional
customers rather than local upcoming retail market, like sweet shops,
stationary shops, etc for USS & BSS.

 Once the customer purchase from a specific vendor, it is difficult to


switch over to another vendor, because of technical specifications.

 Nilkamal plastics brand over-shadow the image of NBSS metal


products.

 Most of the clients are looking forward to have a complete solution.


 New warehouses on the up front.
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 Major competitors are Godrej, Indo-built, local players.
After identifying major findings then I gave recommendation on how to
increase awareness , reduce prices & what actions to be taken in future.

In this project I came to know that Nilkamal is the market leader in branded
plastics crates and bins but there are a lot of scopes for enhancing their market
share. where as in the storage systems segment they need to work a lot in
building their brand reputation because they are very new to this sector.
Fighting against established brands like Godrej, Indo-built and local players
would prove to be tough but with their brand strength they can always succeed.

CONTENTS

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1) Ventures of Nilkamal. 08
2) Company Profile 09-15
3) Products offered 16-22
4) Objective of Project. 23
5) Scope of study. 24
6) Methodology adopted. 25
7) Chief statistics. 26-28
8) Questionnaire 29-30
9) Chief findings. 31-32
10) Upcoming new prospects 33-34
10) Major hurdles for company. 35
11) Methods to launch new products 36-37
12) Recommendations to increase awareness. 38-39
13) Recommendations to control and reduce prices. 40
14) Future recommendations. 41-42

15) Conclusion 43

VENTURES OF NILKAMAL

 Nilkamal Ltd. (crates, bins, pallets, MHE).

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 Nilkamal-BITO storage systems Pvt. Ltd.

 Nilkamal @ home (furniture division).

 Hanel.
 Cambro.

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COMPANY PROFILE

Nilkamal BITO Storage Systems Pvt. Ltd. (NBSS) is a 50:50 Joint Venture
between Nilkamal Ltd. and BITO Lagertechnik Bittmann GmbH set up to
manufacture and distribute German designed steel storage systems. NBSS is
steadily growing to cater to the increasing material handling and quick
retrieving requirements generated by manufacturing and warehousing
processes.
NBSS’ plant is located in North India and is equipped with state of the art
machinery imported from Europe. Components are made from prime quality
steel conforming to DIN standards procured directly from reputed steel
manufacturers. The PLC integrated “Punching- Roll Forming - Cutting” line
and automated Powder Coating line ensure quality-engineered
products.
NBSS’ wide product range consists of both static and dynamic storage systems,
thereby allowing solutions to be tailored to customers’ exact process
requirements. NBSS also markets and services automated vertical storage
systems in India on behalf of Germany based Hanel Büro- und Lager system.
NILKAMAL Ltd was founded in 1985 and is an ISO 9001 and ISO 14000
company. Nilkamal is one of the largest manufacturers of plastic crates and
bins in India and a key player in the Indian Material Handling industry. In

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addition to crates and bins, Nilkamal’s product range includes pallets and
material handling equipment. All of these together with NBSS’ steel
storage systems make Nilkamal a one stop shop for all material handling needs.
BITO is a leading manufacturer and distributor of storage systems in Europe
and brings its product expertise, technical know-how and experience to NBSS.
Founded in 1845 inGermany, BITO is an internationally operating company
specialising in storage and order picking systems and has installations all
across the globe.

NILKAMAL

NILKAMAL LIMITED is listed on the National Stock Exchange and


Bombay Stock Exchange since 1991. Nilkamal’s (FY 0809) turnover exceeds
INR.1000 crores/US$.200 million.
Nilkamal is in 4 Key Businesses:
• Material Handling Crates, Containers and Bins.
• Moulded Furniture such as Chairs, Tables and Cabinets.
• Custom Mouldings & OEM supplies for specific Customers.
• @home, the Mega Home Store Retail Chain.
The Company has 7 large manufacturing plants in India:
• North – Samba (Jammu & Kashmir) and Greater Noida (Uttar Pradesh)
• South – Pondicherry (Union Territory)
• East - Barjora (West Bengal)
• West - Sinnar, Nashik (Maharashtra) and Silvassa (Union Territoryof
Dadra & Nagar Haveli) (2 plants).
The Company has advanced machinery in Injection Moulding, Rotational
Moulding, Vaccum Forming, Polyurethane Injection (of insulation) and
capabilities for SMC and Blow Moulding. Each of these plants have dedicated
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Tool Rooms.

The Company has Joint Ventures in Sri Lanka, near Colombo and in
Bangladesh, near Dhaka. Both these Companies are Leaders in respective
markets for Moulded Furniture.

The Company also has a Joint Venture with Bito Lagertechnik Bittman GmbH
for the manufacture of Material Handling and Storage Systems in Metal, with a
manufacturing plant at Samba, Jammu & Kashmir.

All the manufacturing plants are ISO 9001/2000 Certified and practice 6 Sigma
manufacturing process. This extensive manufacturing infrastructure is ably
supported by our wide and strong sales network, operating through 45 Regional
Offices and 33 Warehouses spread across India.

Nilkamal has exclusive tie ups with:


• Hanel Buro-Und Lagersystems, Germany for Automatic Storage and
Retrieval Systems.
• ConTEyor Multibag Systems NV of Belgium for manufacture of Textile
Partitions for Crates and Metal Racks to provide valuable in-transit
protection for scratch sensitive products.
• Plastic Omnium Systems Urbains, France, for supply of their
International Standard Waste Bins of all sizes conforming to EN/DIN
Standards.
• CAMBRO Manufacturing Company, USA for Hospitality Products
suited for large Restaurants and Hotels.
All the Nilkamal plants, warehouses and offices are connected to the Head
Office in real time by ERP, SAP-R3.

In material handling, Nilkamal is a "One Stop Shop For Material Handling


Solutions" and offers a comprehensive product mix comprising of Material
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Handling Equipment ranging from Pallet Trucks to Stackers, Forklifts and
all equipment required for the logistics industry which is growing at a rapid
pace in India.
Nilkamal's quality is widely accepted internationally and we have an office
in Ajman, UAE to cater to the Middle Eastern Markets. We also export to
most major markets in Europe and Americas which are known for being
sticklers for quality.
The Company's New Venture @home, the Mega Home Retail Chain is
recognized as a pioneer and leader in this category in India. Each of the
@home Store has an area between 10000 to 28000 sft. located in prime 9 cities
of India (March 2009).

BITO-Lagertechnik Bittmann GmbH

BITO, with a turnover of US $125 million, is an internationally operating


company specializing in storage systems and order picking systems. With a
staff of more than 500 and on a plant surface of 131,000 square metres at two
locations in Germany, BITO manufactures a customer-oriented and innovative
product range meeting highest user demands. The BITO product range includes
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static and dynamic storage systems, plastics bins and containers and workshop
equipment.

Moreover, BITO assumes all the project related tasks from layout planning to
project management to assembly and after-sales service-whether of complex
facilties combinig different storage and order picking systems or of automated
installations for bin and tray storage.

BITO products are manufactured with the latest state-of-the-art machines. All
products as well as the entire organizational structures at BITO comply with
the requirements of DINO EN ISO 9001.

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NBSS

Nilkamal BITO Storage Systems Pvt. Ltd. (NBSS) is a 50:50 Joint Venture
between Nilkamal Ltd. and BITO Lagertechnik Bittmann GmbH set up to
manufacture and distribute German designed steel storage systems. NBSS is
steadily growing to cater to the increasing material handling and quick
retrieving requirements generated by manufacturing and warehousing
processes.

NBSS’ plant is located in North India and is equipped with state of the art
machinery imported from Europe. Components are made from prime quality
steel conforming to DIN standards procured directly from reputed steel
manufacturers. The PLC integrated “Punching- Roll Forming - Cutting” line
and automated Powder Coating line ensure quality-engineered
products.

NBSS’ wide product range consists of both static and dynamic storage systems,
thereby allowing solutions to be tailored to customers’ exact process
requirements. NBSS also markets and services automated vertical storage
systems in India on behalf of Germany based Hanel Büro- und Lagersysteme.

16
NILKAMAL Ltd was founded in 1985 and is an ISO 9001 and ISO 14000
company. Nilkamal is one of the largest manufacturers of plastic crates and
bins in India and a key player in the Indian Material Handling industry.

In addition to crates and bins, Nilkamal’s product range includes pallets and
material handling equipment. All of these together with NBSS’ steel storage
systems make Nilkamal a one stop shop for all material handling needs.

BITO is a leading manufacturer and distributor of storage systems in Europe


and brings its product expertise, technical know-how and experience to NBSS.
Founded in 1845 in Germany, BITO is an internationally operating company
specialising in storage and order picking systems and has installations all
across the globe

Manufacturing and Installation capability

Plant area spread over 8000 square meter.


Plant with an 15000 tons installed capacity.
Roll formers imported from Europe to ensure evenly rolled profiles.
Precision tooling from Germany to ensure best finish of components.
Automated Powder coating line with capacity to coat any single component up
to 9000 mm length.

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PRODUCTS OFFERED

Static systems Dynamic systems

Universal systems Drive-in systems

Boltless systems Multi-tier storage systems

Pallet storage systems Mobile storage systems

Cantilever storage systems Carton live storage systems

Workbenches Pallet live storage systems

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Automated storage systems

Automated Bin and Tray


storage systems

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The above mentioned NBSS-boltless shelving systems offer the following
advantages to you:

only 3 basic components:

Frames:
• Easy and fast boltless assembly
• foot plates pre-assembled

Stiffening beams:
• insertion of the beams into the perforations in the uprights

panels:
• boltless insertion with shelf clips in increments of 25 mm
• short sides are double bended for safety
• long sides are triple bended for safety
• galvanized for long life

_ functional accessories easy to assemble


_ very fast and boltless assembly

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_ very short installation times.

Technical Specifications of Pallet Storage System


1. Steel procured from ISPAT India Ltd.
2. Material of construction: EN10025 – S235JR HR P&O
3. All racking components comply with the latest German safety regulation in
relation to FEM standard.
4. The concrete of the floor will not have magnesite as a component to avoid
the chemical reaction with the base plates, which will be galvanized.

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OBJECTIVE OF THE PROJECT

1) To increase the sales & awareness level of Nilkamal-BITO


products in the industrial arena.

2) To know the market share of Nilkamal-BITO products in and


around Pune

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3) To know customers buying behavior in buying a industrial
product and making a re-purchase

4) To find out new prospects in the market for Nilkamal-BITO


products.

SCOPE OF STUDY

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1) The survey covers only regions in and around Pune.

2) The survey covers small and big companies:-


a) Logistics companies
b) Pharma companies
c) Engineering companies
d) Auto-ancillaries
e) Food and Beverages/Hotels

3) The survey is likely to influence the following information:-


a) Factors influencing purchase of product.
b) Problems faced by customers.
c) Criteria adopted for re-purchase

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METHODOLOGY

FIELD WORK PLAN

1) The first thing that I had done was to know the product specification in
detail, for which I was going to do the survey.

2) Next step was to design a questionnaire.

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3) Now I took appointments and went to the industries for filling up the
questionnaire.

4) Finally after collection data from different MIDC areas, I analysed and
gave recommendations to the company.

DATA COLLECTION METHOD

1) Personally met the purchase or store manager.

2) Sending of questionnaires through mail.

CHIEF STATISTICS

1) Number of industries covered: 246

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2) Number of industries met personally: 119

2) Area covered:-

Chakhan Pimpri

Hadapsar Moshi – Kuruli

Fursungi Wagholi

Sanaswadi Bhosari

Pirangut Hinjewadi

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SOME STATISTICS

Fig 1:-awareness level of NBSS

CUSTOMER’S RESPONSE

Fig 2:- % to whom met personally

% OF PEOPLE WHO DID NOT RESPOND


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Fig 3:- break-up of the people unable to met in different sectors

MARKET RESEARCH QUESTIONNAIRE FOR


SUMMER TRAINEES

1) Name of Customer-
………………………………………………………………………
2) Address of Customer-
………………………………………………………………………...
…………………………………………………………………………
3) Type of Industry-
a) Logistics-…… b) Pharmaceuticals-….. c) Engineering-…..
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d) Others-
…………………………………………………………………………
4) Contact Person & Designation-
………………………………………………………………..

1) Place Locations:-
……………………………………………………………………………
………………….
6) Any sister concern- a) yes b) no

7) If yes, then provide details-


…………………………………………………………………………………

..
…………………………………………………………………………………

8) Number of persons in project department-………………………………..

9) Awareness of NBSS Product- a) yes b) no

10) Is Customer using storage system currently?- a) yes b )no

1) If yes then the name of supplier & system type?


…………………………………………………………………………
………………………….
12) Presently Using- a) USS b) BSS c) MTPSS
d) CANTILEVER e) MOBILE

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13) If yes, then fill the technical sheet—

14) Any other requirement-


………………………………………………………………….
…………………………………………………………………………
………

15) Future expansion plans- a) yes b) no

16) If yes, please specify-


………………………………………………………………………..
…………………………………………………………………………

17) Is customer currently using NBSS Storage Systems currently?


a) yes b) no

18) If yes, then please provide feedback about Quality & Service-……
…………………………………………………………………………

19) Customer buying habit- a) yellow pages- b) internet-


c) dail a help- d) newspapers-
e) others- please specify
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…………………………………………………………………….

20) Factors influencing customer decision- a) quality


b) brand name c) price d) others

21) Customers view about vendor loyalty-


…………………………………………………………………………………

22) Customers habit for repeat orders-


a) trying for new vendor even if satisfied with existing one-……
b) going with existing vendor-………

CHIEF FINDINGS

1) Awareness of Nilkamal as a company dealing in plastics is 100% but


the awareness of NBSS dealing in galvanized steel storage systems is
minimal viz 4-5%

2) Clients are more concerned about the price and quality rather than
the brand of the product. They argue that as long it is serving the purpose
of storage they are just fine with anything that is available.
40
3) The concentration of NBSS is more over the industrial and institutional
customers rather than local upcoming retail market, like sweet shops,
stationary shops, etc for USS & BSS.

4) Once the customer purchase from a specific vendor, it is difficult to


switch over to another vendor, because of technical specifications. All
the companies have different technical specifications of their intra-
logistics storage systems

5) Nilkamal plastics brand over-shadow the image of NBSS metal


products. The name Nilkamal signified only plastics to everyone. As
soon as people hear the name, the first impression is that they are making
pallets and storage systems of plastics.

6) Most of the clientele is looking forward to have a complete solution. By


complete solution, they mean that they will show us the area where the
storage system is to be installed. Then they expect the NBSS to provide
them with them with an installation that would fetch them maximum
profits.

7) New warehouses on the up front. In and around Pune, many new ware-
houses are coming up. The NBSS sales team could keep track of all the
newly built warehouses and promote the NBSS products there.

8) Major competitors are Godrej, Indo-built, local players. Godrej has


been in this business for the past three decades. So it has a strong loyal
clientele base. It also has many tie-ups with leading logistics providers
eg. TVS-Logistics.
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UPCOMING NEW PROSPECTS

1) DIESL warehouse ( a TATA group enterprise)


Location:- Fursungi, Pune
2) Sur-Tec chemicals India Pvt. Ltd
Location :- Pune-Nagar Road
3) National logistics
Location:-
4) Asian motor works.
Location:- Wagholi, Pune

5) Vardhman yarns & thread Ltd.


Location:- Wagholi, Pune

6) ACSI ( TATA group).


Location:-

7) Mani pharma & logistics.


Location:-

8) Nulife pharmaceuticals
Location:- Pimpri, Pune.

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Fig 4:- market potential of Pune market for the products of NBSS

Fig 5:- sector wise market share of each player in storage sector

MAJOR HURDLES

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1)Howto increase the sales and awareness of our products on a long time
basis?-
The major issue of concern for the company was to
increase the awareness of the product. Being a new product in the
market the awareness level of the product was very less as
compared to its chief competitors.
Another point of concern was to increase of NBSS
product sale for a long time basis. How could they make their
customer loyal to them for re-purchase? They were able to make a
one time purchase but they failed to convert it to a long term
relation with the customer.

2)Where actions could be taken to control and reduce the prices?-


Their plant was located at Samba, Jammu, which is the
northern most point of the country. So the products had to make a
long journey before they could reach the customer. So they
required to look into their logistics so that suitable measures could
be taken to reduce the transportation cost.

3)What decisions should be taken in the future?-

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METHODS TO LAUNCH A NEW PRODUCT

1. Study your competition--Many business marketing classes teach


participants how to perform a SWOT (strengths, weaknesses, opportunities and
threats) analysis. You have to start by taking a serious look at your competitors.
Make a list of the businesses that offer products or services similar to the one
you plan to launch. Even if you think your new product or service is entirely
unique and without existing competition, it's important to put yourself in your
prospective customers' shoes and imagine what they might buy in lieu of what
you plan to offer. Once you decide whom your competitors will be, review
their marketing materials, including their ads, brochures and websites. Evaluate
how your new product or service will stand up against what's already being
offered, in what ways you'll excel, and which companies or their offerings pose
the greatest threats to your success.
2. Target the ideal customer--To successfully launch your new product or
service with minimum financial outlay, it's essential to focus exclusively on the
prospects you believe are most likely to purchase from you. These may be
customers who are currently buying something similar and will appreciate the
additional features your new product or service provides. Your best prospects
have a perceived need for what you offer, can afford to buy it and have
demonstrated a willingness to do so--probably by purchasing from your
competition. Bear in mind, it's always easier to fill a need than to create one.
3. Create a unique value proposition--At this stage, you should have a clear
understanding of what you must offer in order to stand apart from your
46
competition and who will want to take advantage of your offer. But do you
know why customers will want to buy from you vs. the vast field of
competitors out there? What benefits and features will you provide that your
prospective customers will value most? The bottom line is that your product or
service "bundle" should be unique and meet the needs and desires of your best
prospects.

4. Define your marketing strategy and tactics--Next, choose your sales and
marketing channels. Will you market online, via catalog or through dealers, for
example? Generally, multichannel marketers achieve the greatest success
because customers who can shop when and however they like tend to spend
more and shop more often. Suppose your strategy is to market a low-cost
workout device to people who can't afford gym memberships or high-priced
home equipment. You might choose traditional direct marketing plus online
sales as your primary channels, and employ tactics including direct-response
TV spots and online ads and e-mail solicitations that link to your website.
5. Test your concept and marketing approach--With all the money it takes to
bring a new product or service to market, it's foolhardy to rush headlong into
the launch phase prior to testing. What should you test? It's best to examine
your product or service bundle plus your marketing message and you're your
marketing materials. Depending on what you plan to market and your budget,
you can use formal focus groups (or simply host roundtable discussions with
members of the target audience), employ online research or mall intercept
studies, or distribute your product to a select group of users for testing. Only
after testing is complete, should you proceed to the final creation of your
marketing tools and materials.
6. Roll out your campaign--Public relations often plays a vital role in the
launch of a product or service. You can use media relations tactics to place
articles and win interviews, get coverage by allowing key press to review your
product, hold a launch event, or use grass roots marketing to build buzz. But no
matter what publicity route you choose, first make sure your product or service
is completely ready and available for purchase in order to maximize returns
47
from the coverage you receive. And your other marketing efforts should follow
closely on the heels of your press roll out. Monitor the results from all media,
and in the first weeks and months, be prepared to adjust your campaign to take
advantage of what's working best.
7. Know your product's life cycle--The campaign you use during the
introduction and education phase of your product or service launch will need to
be updated as your product or service matures. If you're monitoring your
marketing results carefully, you'll begin to see diminishing returns that will
indicate when it's time to revise the product or service itself, alter your media
message, or even phase out this particular offering and lay the groundwork for
the launch of your next great idea

RECOMMENDATIONS TO INCREASE
AWARENESS
1) Cold calls
Cold calls is the most fundamental way to reach out to your
customers. One can make follow ups using cold-calls to make the
new prospects aware of the products.

2) Mails of catalogues to be sent periodically to the customers


NBSS can send catalogues to it’s customers to remind them
continuously of their existence in the market. A one time reminder
would not be sufficient to keep the product in the mind of the
concerned customer. So repeated reminders through catalogues
would help them much.

3) Stalls at business-expo with miniature models-

48
NBSS can put up counters at different business-expos
which would help them to increase the awareness level of the
product. They could display miniature models of their products.

4) Put advertisement on the buses that ply on the MIDC roads-

NBSS can put up advertisements on the buses that ply


regularly on the MIDC roads. This way they can increase their
awareness level as at least once the people working in the MIDC
would come across the busses regularly.

5) Try to increase the follow-up frequency and provide better after sales
service-
NBSS should provide proper follow-up frequently.
They should regularly keep in touch with their customers and take
feedback of proper working of the storage systems.

6) Give the manager a token of appreciation after the deal is closed-


The manager, who is dealing with the company,
after completion of the deal should be provided with a token of
appreciation. It can be some gift or some shopping vouchers etc.

7) Articles in leading newspapers and industrial magazines-


Articles with the product pictures and
specifications should be printed in the first page or the last page of

49
the industrial magazines. If the articles are given in the middle
pages, there is utmost chance that it would go un-noticed.

8) Make a corporate video-


A corporate video should be also made. It should
show all the products review along with their advantages in a
video form. Generally a person is attracted towards video as they
do not have much time to go through long articles.

9) Send mailsto all the customers to the database with a gap of 2-3
months for 1 year-
All the customers should be send reminder mails in
the span of 2-3 months for at least a year. It would keep the
product in their mind while making the next order.

10) NBSS product should be reflected in customers mind time to time by our
other division representatives-
The products of NBSS should also be promoted by
other sales executives of other departments of Nilkamal. For
example, their plastics division has a strong hold in the market. So
the sales people of plastics division should promote the NBSS
products in conversation with their clients.

11) Make a brand of itself-


NBSS should make a brand of itself. It should be
such that even if a small thing is associated with the name NBSS
it, people should have the faith in the product. For example, the
TATA’s as a brand have trust associated to them. Such should be
the impact of the brand.

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12)At @home, create small section for complete group-
@Home is the furniture division of
Nilkamal group. They have show rooms of large areas, mostly
targeted at the high end customers. So NBSS can put up kiosks
that have their products on display. Managers of other companies
visiting the shop could have a view of the products, and thereby
can recommend them as and when the requirement arises.

RECOMMENDATION TO CONTROL AND


REDUCE PRICE

1) Sales potential should be properly estimated-


Sales potential should be properly estimated. Any rough potential
should not be kept at random that becomes tough to achieve at the end
of the day.

2) Keep on analyzing competitors prices at various places & try to match


up to them-
The competitors should be kept an eye on. Specially the prices
should be matched at every stage and at various places.

3) Proper analysis of product flow right from Jammu plant to customer’s


plant.(inventory management, transportation, network design, etc).

4) Implementation of poke-yoke, kaizen & 5-S for reducing


investments & expenditures

5) Expenditures

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FUTURE RECOMMENDATIONS

1) Transform the USS for retail sector-


The Universal Storage System is chiefly targeted at
offices, schools. It is recommend that it can also be targeted at
retail outlets like kirana shops.

2) Targetthe colourful USS/Drawer type storage chiefly for school,


offices, retailers, hotels,etc-
With some modifications in the
USS as making the USS
more colourful, it can be targeted towards
kid’s rooms, schools. It
can also be compartmentalized to convert it to drawers.

4)Nilkamal BITO should provide complete solution to their clients-


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Clients ask for complete solution to reduce their storage
costs. In future they should provide complete solution right
form spacing to installation.

5) Try to hit on new projects for more present & future business-
The reason is because if any customer loyal to us then they
give us repeat purchases from time to time. So they should keep
track of new projects for new business.

6) Marketing plans should be properly implemented because our products


are new to the market-
As the products are new to the market, hence marketing plans
should be properly taken and executed. The strategies should be
properly devised.

7)Should built their own ware-houses-


NBSS should make their own warehouses as building a ware
house is a one time investment. They have their own storage
systems which can be installed at their warehouses. Then they can
put the ware houses on rent and would recover the money as well
as the cost of the storage systems.

8) Tell the managers to keep on updating latest news in industrial as well


as institutional field-
All the managers should be on alert and updated on the latest
news in the industrial arena. They should concentrate more on building up
on their contacts. They should also have good customer relations. They

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should also look at all other prospects for selling their products as in retail
sector, school etc..

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CONCLUSION

So, hereby I would like to conclude by saying that it was a great experience
doing this project. It was a great experience practically experiencing what we
had learnt till now. In this project I came to conclusion that Nilkamal is the
market leader in branded plastics crates and bins but there are a lot of scopes
for enhancing their market share. Whereas in the storage systems segment they
need to work a lot in building their brand reputation because they are very new
to this sector. Fighting against established brands like Godrej, Indo-built and
local players would prove to be tough but with their brand strength they can
always succeed.

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