VIVEKANAND EDUCATION SOCIETY’S

INSTITUTE OF MANAGEMENT STUDIES &

RESEARCH

Summer Internship Project

REPORT ON
‘CUSTOMER BEHAVIOUR TOWARDS CPVC
PIPES’

Submitted
By
SIDDHESH GAZINKAR
Roll Number: 12
PGDM 2017-19

FACULTY MENTOR
DR. SHALINI BARIAR
(Associate Professor)

INDUSTRY MENTOR
MR. ANANT RATHOD
(Principal Consultant)
 A REPORT ON
‘CUSTOMER BEHAVIOUR TOWARDS CPVC
PIPES’

By
SIDDHESH GAZINKAR
Roll Number: 12

A report submitted in partial fulfillment of the requirements of 2 years

PGDM Program of Vivekanand Education Society Institute of Management
Studies & Research, Mumbai.
 DECLARATION

I, Siddhesh Gazinkar, student of PGDM – Trimester IV at Vivekanand Education

Society’s Institute of Management Studies & Research, Chembur, Mumbai, hereby
declare that, I have completed my Summer Internship Project on “Customer Behavior
towards CPVC Pipes” in Lubrizol Advanced Materials India Pvt. Ltd. Company during
the academic year 2017-2018. The information submitted is true and original to the best
of my knowledge.

Mr. Siddhesh Gazinkar

Roll no: - 12
PGDM IV (Marketing)
 CERTIFICATE

This is to certify that Mr. Siddhesh Gazinkar of Vivekananda Education Society’s

Institute of Management Studies & Research, Mumbai specializing in Marketing has
completed his Summer Internship Project on “Customer Behavior towards CPVC
Pipes” in Lubrizol Advanced Materials India Pvt. Ltd. Company during the academic year
2017-18.

For VESIM
Dr. Shalini Bariar
(Associate Professor, VESIM)
 ACKNOWLEGEMENT

Place: Mumbai

The success & outcome of this project required a lot of guidance and assistance from
many people & I am extremely privileged to have got this all along the completion of my
project. All that I have done is only due to such supervision & assistance and I would not
forget to thank them.

I respect and thank Mr. Anant Rathod, Principal Consultant at E4 India Ltd. for providing
me an opportunity to do the project work in Mumbai and giving all support and guidance
which made me complete the project duly. Also, providing all the necessary information
for developing a good system.

I would not forget to remember Mr. Sanjay Durani & Mr. Onkar Kanekar, Lubrizol
Advanced Materials India Pvt. Ltd for their encouragement and more over for their
timely support and guidance till the completion of our project work.

I heartily thank our internal project guide, Dr. Shalini Bariar, VESIM for her guidance
and suggestions during this project work.

Date:
 TABLE OF CONTENT
Sr. Topic Page
No. No.
1 Executive Summary 1
2 Industry Analysis 2-5
2.1 Customer profile of the industry
2.2 Supplier profile of the Industry
2.3 Competitors profiling of the Industry
2.4 Challenges based by the industry
2.5 Government regulations
3 About the Company 6-13
3.1 Genesis of the company and its vision and mission
3.2 Product and services
3.3 Position in the industry
3.4 Challenges faced by the company
3.5 SWOT Analysis
4 On the Job Training 14
4.1 Key Results Areas
4.2 Target Assigned
4.3 Target Achieved
4.4 Technical/Soft skills acquired
5 Research on The Challenges Faced by The Company 15-24
5.1 Problem identification
5.2 Doing literature review on the problem being investigated
5.3 Data collection from primary sources
5.4 Data Analysis
6 Results and recommendations 25-26
6.1 Results/Learnings
6.2 Limitation and Future scope
6.3 Conclusion and Recommendations
6.4 References
7 Annexure 27-30
7.1 Questionnaires and forms
7.2 Photos
 LIST OF TABLES & FIGURES

Tables:
Table No. 1 Count for CPVC Brands
Table No. 2 Count for PVC Brands
Table No. 3 Reason to Rank CPVC
Table No. 4 Reason to Rank CPVC
Table No. 5 Count for shift from PVC to CPVC
Table No. 6 Segmentation of the Projects
Table No. 7 Key Leads Generated

Figures:

Figure No. 1 Pie Chart for CPVC Brands

Figure No. 2 Pie Chart for PVC Brands
Figure No. 3 Opinion for CPVC Pipes
Figure No. 4 Influencing Factors for CPVC Pipes
Figure No. 5 Buying Criteria for CPVC Pipes
Figure No. 6 Quality for Magic X
Figure No. 7 Availability for Magic X
Figure No. 8 Communication for Magic X
 1. EXECUTIVE SUMMARY

Lubrizol is the inventor and Global leader in chlorinated polyvinyl chloride (CPVC)
resins and compounds for hot and cold water plumbing, fire sprinkler systems and
industrial solutions for piping systems, storage tanks and scrubbers.

The whole project, 'Market Activation Program' was led by Lubrizol Advanced Materials
segment (Coating, CPVC Pipe System, Home cares & Personal care). The objective of
this campaign was to map all Builders, Architects and Contractors, classify the potential,
gain appointments and meet the various stake holders, conduct initial meets and
understand the client’s customer profile, usage and requirements, conduct sampling &
demonstration activities and finally generate leads. Lubrizol has its Brand 'FlowGuard®'
for CPVC Material for pipes (Potable Water), which can flow Cold as well as Hot water
with excellent technical specifications. Ashirvad & Finolex Pipes are the two licensed
Processor for FlowGuard®.

Studying the Mumbai area to connect and communicate for the above said objective,
indirectly to make B2B Sales. A short survey about piping industry from the concerned
person of the firm was carried out. It was a market research survey to understand
Firmographics & Buying Behavior, also to create an awareness about Lubrizol’s
FlowGuard® by sharing product information.

Finally, after conducting the study and analyzing the data from respondents, many
questions got answered with a clear understanding about the market and its needs towards
CPVC pipes. This study helps to understand the current scenario of the CPVC pipes in
the market with respect to its brands and buying behavior of customers. This project
added some special inputs to Lubrizol Corporation for its Flowguard® i.e. Ashirvad &
Finolex Pipes should more work on Branding & Marketing their Products.

1
 2. INDUSTRY ANALYSIS

PVC Pipes and Fittings Industry

The use of plastic materials by the piping industry accounts for a significant volume of
polymers. In this segment, PVC represents the largest worldwide market for plastics.
PVC is often used in plastic pressure pipe systems for pipelines in the water and sewer
industries because of its inexpensive nature and flexibility. Pipes and fittings constitute
the largest volume application at 40% of the marketplace.

India PVC Pipes and Fittings Industry is Expanding Irrigated and cultivated Areas and
Housing Sector, which provides a boost to market size and growth of the PVC Pipes and
Fittings Industry in India in the revenue, production capacity. Industry has been
segmented based on types of PVC pipes and fittings (RPVC, PVC and CPVC pipes and
fittings), by regions, by applications of PVC pipes and fittings and by organized and
unorganized market. The Indian plastic pipe market is forecast to grow at a CAGR of
10.4% from 2016 to 2021. The major growth drivers for this market are the growth of
government infrastructural spending, increasing residential and commercial construction,
industrial production, irrigation sector, and replacement of aging pipelines.

Emerging trends, which have a direct impact on the dynamics of the Indian plastic pipe
industry, are the usage of anti-microbial plastic pipes to improve hygiene, consumption of
CPVC (chlorinated polyvinyl chloride) piping system in various applications of plastic
pipes, and increasing consumption of multilayer plastic pipe in gas distribution in the
Indian plastic pipe market.

2
2.1 Customer profile of the industry
The Customers to this industry consist of Architects, Real estate developers and
Contractors dealing with real estate segment and housing sector.

An architect is a person who plans, designs, and reviews the construction of buildings. To
practice architecture means to provide services about the design of buildings and the
space within the site surrounding the buildings that have as their principal purpose human
occupancy or use. In the architectural profession, technical and environmental
knowledge, design and construction management, and an understanding of business are
as important as design. However, design is the driving force throughout the project and
beyond. Structural, mechanical, and electrical engineers and other specialists, are hired
by the client or the architect, who must ensure that the work is coordinated to construct
the design.

Real estate developer, is a business process, encompassing activities that range from the
renovation and re-lease of existing buildings to the purchase of raw land and the sale of
developed land or parcels to others. The contractor is a manager and possibly a tradesman
that is employed by the client on the advice of the architect, engineer or the client himself
if acting as the manager.

A contractor is responsible for the overall coordination of a project. A contractor must first
assess the project-specific documents. In the case of renovations, a site visit is required to get
a better understanding of the project. Depending on the project delivery method, the
contractor will submit a fixed price proposal or bid, cost plus price or an estimate. The
contractor considers the cost of home office overhead, general conditions, materials, and
equipment as well as the cost of labor to provide the owner with a price for the project.

2.2 Supplier profile of the Industry

The suppliers to this industry are the Chemical & Polymer Companies that are specially
into manufacturing PVC and its compounds. Chlorinated polyvinyl chloride (CPVC) is a
thermoplastic produced by chlorination of polyvinyl chloride (PVC) resin, which is
significantly more flexible and can withstand higher temperatures than standard PVC.
Uses include hot- and cold-water pipes and industrial liquid handling. CPVC, as PVC, is
deemed safe for the transport and use of potable water, potable meaning water used for
drinking, cooking, and bathing

Some of the major manufacturers and suppliers of PVC Compounds are Lubrizol with its
Brand ‘FlowGuard®’, IPEX with its brand ‘AquaRise®’ & Teknor Apex with its Brand
‘AquaGuard®’

3
2.3 Competitors profiling of the Industry
Some of the major players in the industry include companies such as Finolex Industries
Limited, Ashirvad pipes, Supreme Industries, Prince Pipes and Fittings Private Limited &
Astral Poly Technik Limited, etc.

Finolex Industries Limited is India’s leading manufacturer of PVC Pipes and Fittings and
the second largest manufacturer of PVC Resin. They have state-of-the-art manufacturing
plants in Pune that serves as headquarter, Ratnagiri in Maharashtra and Masar in Gujarat.

Ashirvad pipes Pvt. Ltd has been relentless in its commitment to quality and service since
1975. The leader in the manufacture of PVC and CPVC piping systems. With its state-of-
the-art factory spread over 40 acres, the company has an annual manufacturing capacity
of 1,08,000 metric tons and manufactures a complete range of high technology and
superior quality plastic piping systems for domestic and agricultural use.

Supreme is the renowned leader of India’s plastic industry having valuable experience in
providing innovative and cost-effective piping solution. Supreme has established a mega
project at Jalgaon. It can be stated that Supreme products are being exported to more than
20 countries across the globe including quality conscious markets like U.K, Australia and
New Zealand.

Prince Pipes and Fittings Ltd. constantly strives to pave the way for a future that provides
clean water for everyone and everywhere; from the smallest villages to the largest cities.
Manufacturing Units at Silvassa, Uttarakhand, Kolhapur and Chennai.

Astral Poly Technik Limited was established in 1996 with the aim to manufacture pro-
India plumbing and drainage systems in the country. Astral Poly Technik is equipped with
production facilities at Gujarat and Tamil Nadu.

4
2.4 Challenges faced by the industry
As the market is getting updated with the new technologies, piping industry is developing
with many surprising trends too. Entry of many new players have created an intensive
competitive environment. The number of competitors is increasing at a large scale.
Likewise, market is running for business in all ways possible.

Lack of awareness in the Rural Market & unavailability of trained plumber to work on
CPVC Pipes is said to be the main problem within the industry. The current scenario for
Piping industry is a huge amount of potential market with less amount of knowledge with
customers at national level.

Piping industry is looking forward to grow at an amazing level. Thus, to feed the need
and fulfil the design specifications of the real estate industry is the governing objective.

2.5 Government regulations

ASTM D2846 - Standard Specification for Chlorinated Poly(Vinyl Chloride)
(CPVC) Plastic Hot- and Cold-Water Distribution Systems
ASTM F441 - Standard Specification for Chlorinated Poly(Vinyl Chloride)
(CPVC) Plastic Pipe, Schedule 40 and 80
ASTM F442 - Standard Specification for Chlorinated Poly(Vinyl Chloride)
(CPVC) Plastic Pipe (SDR-PR)
ASTM F438 - Standard Specification for Socket-Type Chlorinated Poly(Vinyl
Chloride) (CPVC) Plastic Pipe Fittings, Schedule 40
ASTM F439 - Standard Specification for Chlorinated Poly (Vinyl Chloride)
(CPVC) Plastic Pipe Fittings, Schedule 80
ASTM F493 - Standard Specification for Solvent Cements for Chlorinated Poly
(Vinyl Chloride) (CPVC) Plastic Pipe and Fittings
CSA International B137.6 - CPVC Pipe, Tubing and Fittings for Hot and Cold
Water Distribution Systems

5
 3. ABOUT THE COMPANY

Lubrizol Corporation

The Lubrizol Corporation is a provider of specialty chemicals for the transportation,

industrial and consumer markets. These products include additives for engine oils and
other transportation-related fluids, additives for industrial lubricants, and additives for
gasoline and diesel fuel. In addition, Lubrizol makes ingredients and additives for
personal care products, pharmaceuticals and medical devices, specialty materials,
including plastics technology, and coatings in the form of specialty resins and additives.

Lubrizol is a subsidiary of Berkshire Hathaway and is headquartered in Wickliffe, Ohio.

The company generated $6.5 billion in revenue in 2016 and has an employee headcount
of approximately 8,300 people globally. Eric R. Schnur is the current president, chairman
and CEO.

The Lubrizol Corporation is a market-driven global company serving customers in more

than 100 countries. Lubrizol isn't a common household name to most people. So, it might
surprise you that the products and technologies are in things you use every day - quite
likely on surfaces and in fluids in the vehicles you drive, in the shampoos and soaps you
use, in a medicine you take, in the clothes you wear and in electronic devices and
plumbing systems in your home.

6
 3.1 Genesis of the company and its vision and mission

3.1.1 History of Lubrizol

1920s
July 31, 1928: Lubrizol begins. The Graphite Oil Products Company is incorporated in
the state of Ohio (USA).
September 10, 1929: Lubrizol's first product, a graphited lubricant and applicator
marketed under the Lubri-Graph name, is a success. The young company changes its
name to The Lubri-Graph Corporation.

1930s
August 29, 1931: The Lubri-Graph Corporation moves to the Cleveland suburb of
Wickliffe, Ohio. The location will become the company's corporate headquarters and
remains so today.
February 12, 1934: As sales of Lubri-Zol special motor lubricant begin to soar, the
company changes its name yet again, becoming The Lubri-Zol Corporation. (The
hyphen is dropped in the 1940s.)
Lubri-Zol establishes Anglamol, Ltd.-later Lubrizol Great Britain, Ltd.-its first affiliate
outside the United States and the beginning of its expansion as a global enterprise.
Zinc dithiophosphate, Lubri-Zol's pioneering oxidation and corrosion-inhibiting
lubricant additive chemistry is introduced to the market.

1940s
Lubrizol supports the War effort. Government authorities credit Lubrizol with
producing more than half of all the engine oil additives and about 80% of all the gear
lubricant additives required in Allied military operations.
Lubrizol researchers develop and introduce the first multipurpose extreme pressure
additive for hypoid gears, along with the first fluid additives for automatic transmissions.

1950s
Lubrizol becomes the first company to manufacture lubricant additives in France.
July 15, 1957: With the acquisition of International Rustproof Corporation, a producer
of metal coatings, Lubrizol gains significant technical expertise in coatings technology-
expertise that will increase over the years through numerous research and development
initiatives.

1960s
Lubrizol goes public, with stock offered on the New York Stock Exchange for the first
time.
Growing concerns about air quality and increasing demand for improved engine
performance, lead Lubrizol to re-energize its efforts in fuel additives. As a result, new,
multifunctional dispersant gasoline additives are introduced to the marketplace.

7
 1970s
Before the 1970s, no one thought about fuel economy. That changed with the gas crisis
of 1974. Lines at gasoline stations stretched for blocks, and for the first time, Lubrizol
turns its attention to additives to improve total vehicle economy.
Lubrizol introduces super high performance diesel oil additives and fuel saving
multigrade gear oil additives.

1980s
The 1980s are a decade of technology firsts for Lubrizol. Innovative new additive
chemistries are introduced in numerous product areas: passenger motor oils, gear oils,
hydraulic fluids and viscosity modifiers.
Lubrizol launches high water content fluid microemulsions for use in hydraulics.

1990s
Lubrizol builds on its long-time presence in Asia Pacific by focusing its efforts in
China. The company begins to supply lubricant additives in China through its joint
venture facilities in Tianjin and Lanzhou.
Lubrizol continues to expand its presence in the specialty chemical marketplace by making
significant acquisitions in the areas of performance coatings and metalworking. In
addition, in 1996, the company acquires CPI Engineering Services, Inc., a formulator
of specialty synthetic lubricants used in air and refrigeration compressors.
2000s
June 3, 2004: Lubrizol completes the acquisition of Noveon International, Inc., a specialty
chemical company with a strong product portfolio in additives and ingredients for the
personal care, performance coatings and engineered polymers markets.
Noveon is a transformational acquisition that nearly doubles the size of the company
and cements Lubrizol's position as a global specialty chemical company.
July 31, 2008: The Lubrizol Corporation celebrates its 80th anniversary.

2010s
Sep 16, 2011 Berkshire Hathaway Inc. and The Lubrizol Corporation announce
completion of the acquisition of Lubrizol. Lubrizol becomes a wholly owned
subsidiary of Berkshire Hathaway.
August 20, 2013: Lubrizol opens a world-class additives manufacturing facility in
Zhuhai, Guangdong, China. Located at the same facility are the Zhuhai Research,
Development and Testing Laboratories.
December 30, 2013 Berkshire Hathaway announces plans to acquire the pipeline flow
improvers business of Phillips Specialty Products, Inc. The business, to be known as
Lubrizol Specialty Products Inc. (LSPI), will be owned by Berkshire Hathaway with
Lubrizol overseeing its strategic direction.
2014: Lubrizol's CPVC Piping Systems business undertakes a $400 million global
expansion of its resin and compounding manufacturing capacity with the startup of a
CPVC resin manufacturing facility (Rayong, Thailand); a CPVC resin and
compounding facility (Louisville, Kentucky); and a CPVC compounding plant and
warehouse (Dahej, India).

8
3.1.2 Vision

At Lubrizol, we understand there is always an opportunity to be better. We are deeply

committed to working with our customers to develop and deliver solutions that improve
everyday experiences and, ultimately, improve lives. We continue to strive toward
understanding the wants and needs of consumers and through better collaboration,
chemistry, testing and processes, deliver the right innovation to meet those needs.

3.1. 3 Slogan
“Inspired by Better”

3.2 Product and services

3.2.1 Estane® Engineered Polymers

Estane® Engineered Polymers provide customers with innovative solutions for the
outstanding physical and aesthetic properties they provide in many industrial, sports,
recreational and consumer goods applications.

3.2.2 TempRite® Engineered Polymers

Lubrizol is the inventor and world leader in chlorinated polyvinyl chloride (CPVC) resins
and compounds for hot and cold water plumbing, fire sprinkler systems and industrial
solutions for piping systems, storage tanks and scrubbers. Their high-performance
technology found in FlowGuard® pipe and fittings, BlazeMaster® fire sprinkler systems
and Corzan® industrial systems is also used in a variety of specialty applications that
positively impact consumers.

9
3.2.3 Performance Coatings

Lubrizol Performance Coatings brings performance, simplicity and sustainability benefits

to customers. Lubrizol is a market-driven innovator of specialty chemicals that solve
today’s challenges in the paints and coatings, printing and packaging, paper and textiles,
plastics and composites, and digital print markets.

3.2.4 Personal and Home Care

Lubrizol’s Personal and Home Care business delivers solutions that enhance the
performance, ease of use and aesthetic benefits of our customers’ personal and home care
products. Their solutions focus on hair care, bath and shower, fabric, and dish and surface
care.

3.2.5 Skin Essentials

Lubrizol’s Skin Essentials business focuses on developing technologies and formulated

solutions for skin care applications. Combining Lubrizol’s scientific knowledge of skin
care and dermal care, ingredients expertise, formulation capabilities and global supply
chain network, they formulate functional ingredients that improve the performance of
cosmetic and topical over-the-counter products while delivering a delightful sensorial
experience to the consumer.

10
3.2.6 LifeSciences

Lubrizol LifeSciences is a preferred Contract Development and Manufacturing

Organization (CDMO) for complex pharmaceuticals and high-end medical devices. We
combine our polymer expertise, product development capabilities and best-in-class
contract manufacturing services to deliver end-to-end solutions that address specific
consumer needs in the pharmaceutical and medical device markets.

3.3 Position in the industry

The Lubrizol Corporation's CPVC Piping Systems and Materials business is the
innovator and world leader in chlorinated polyvinyl chloride (CPVC) resins and
compounds. Their high-performance and low-combustibility CPVC technology can be
found in FlowGuard® Pipe & Fittings, BlazeMaster® Fire Sprinkler Systems and
Corzan® Industrial Systems designed for plumbing, fire protection and industrial piping
applications. In addition, their CPVC product is also used in a variety of specialty
applications serving diverse markets.

Backed by robust research and development capabilities and the technical expertise of
piping systems consultants, billions of feet of CPVC piping systems have been installed
globally.

11
3.3.1 Manufacturing Standards
ASTM D1784, Specification for Rigid Poly(Vinyl Chloride) Compounds and
Chlorinated Poly(Vinyl Chloride) (CPVC) Compounds
ASTM F437, Standard Specification for Threaded Chlorinated Poly(Vinyl
Chloride) (CPVC) Plastic Pipe Fittings, Schedule 80
ASTM F439, Standard Specification for Chlorinated Poly(Vinyl Chloride)
(CPVC) Plastic Pipe Fittings, Schedule 80
ASTM F441, Standard Specification for Chlorinated Poly(Vinyl Chloride)
(CPVC) Plastic Pipe, Schedules 40 & 80
ASTM F2855, Standard for CPVC/Al/CPVC
EN ISO 15877, Plastics piping systems for hot and cold water installations -
Chlorinated poly(vinyl chloride) (PVC-C)

3.3.2 Standards & Approvals

ASTM F493, Standard Specification for Solvent Cements for
Chlorinated Poly(Vinyl Chloride) (CPVC) Plastic Pipe and Fittings
ASTM F656, Standard Specification for Primers for Use in Solvent Cement
Joints in Poly(Vinyl Chloride) (PVC) Plastic Pipe and Fittings
NSF SE 8459 CPVC Schedule 40 & 80 Pipe & Fitting with High HDB at 180º
F NSF Standard 14, Plastic Piping Components and Related Materials.
NSF Standard 61, Drinking Water System Components – Health Effects

3.4 Challenges faced by the company

Since a long time, Lubrizol’ FlowGuard® was making up a good business as a plumbing
piping material in Indian market with processors being the top pipe manufacturers.
Recently, one of the licensed processor for Lubrizol got replaced by the new one. On
behalf of the same problem company needs to get back to its business status holding the
two processors Ashirvad and Finolex. This need for awareness and business were the
challenges observed by the company. Hence, fetching a need to carry out a research
project to get market insights.

Carrying a wish to cruise ahead from the competition in the market, the project was
designed to get the best of knowledge about customer behavior.

12
3.5 SWOT Analysis for Lubrizol

Strengths:

1. Operates 60 manufacturing site & 49 sales unit with customers in more than 100
countries.
2. Increased efficiency because of large-scale investments in R&D
3. The profitability has seen a tremendous growth due to expansions and renovations of
manufacturing facilities.
4. Wide customer base in most countries that they operate in with more than 8300
employees.
5. It has a base of approximately over more than 3000 patents.
6. 90 Years of Brand Legacy

Weakness:
1. Some cases against violations have reduced their reputation in the international
market.
2. Liquidity position has considerably weakened due to global recession

Opportunities:

1. Emerging economies like India can offer tremendous business

2. Strategic acquisitions of Berkshire Hathaway Inc. have increased their market
presence and cash inflows
3. Processor like Ashirvad & Finolex pipes are establishing their stronghold in the
Indian Market

Threats:
1. Environmental rules and regulations pose a threat to the manufacturing processes.
2. Raw material prices have been fluctuating in the recent past due to which the
revenues are adversely affected.
3. Government tariffs have also changed due to global economic downturn.

13
 4. ON THE JOB TRAINING

4.1 Key Results Areas

Generating Contact database, getting appointments & meeting Architects, Builders and
Contractors dealing with Real Estate sector. Simultaneously, understanding the client and
getting the survey form filled personally. Sharing knowledge about the Brand
FlowGuard® with respect to its technical and commercial aspects. Trying to generate
interest to get a Sales lead.

4.2 Target Assigned

Geographical Area: South Mumbai (Parel to Colaba & Chembur to Mazgaon)

City: Mumbai
Time: 10:00 AM to 5:00 PM
Date: 15th May to 30th June (w/o Sundays)
Company: Lubrizol Advanced Materials India Pvt. Ltd.
Daily target: 3 Prospects / Day

4.3 Target Achieved

Total Prospects: 135

Prospects Met: 95 (Surveyed Sample Size)
Architects Met: 30
Builders Met: 60
Contractors Met: 5

4.4 Technical/Soft skills acquired

Knowledge about variety of pipes & Fitting

products Technical parameters for pipes and fitting
Designing criteria for Piping in buildings
Communication skills for gaining appointments through cold calls and physical
calls Team Work

14
 5. RESEARCH ON THE CHALLENGES FACED
BY THE COMPANY

5.1 Problem identification

The Company has been facing a tough competition in the last 2 year and company is not
getting any escape from it and company also has not been getting any idea of product
differentiation to compete with its competitors so company needed a better way to handle
competition in industry

5.1.1 Objective of The Study

To study which brand of CPVC pipe consumer more prefer to purchase

To study which factors of CPVC Pipe differs it from its competitors
To know the brand image of the Flowguard CPVC compared to its competitors.
To know the overall Expectations from customers for CPVC Pipes
To know on which marketing element, company must work to compete with its
competitors.

5.1.2 The scope of this study can be classified as follows:

Product differentiation scope: - company can differentiate its product with its
competitor’s product.
Industry scope: - company can measure its performance into industry in which
company performers.
Customer’s scope: - company can earn customer satisfaction by serve better than
its competitors

15
5.2 Doing literature review on the problem being investigated
The Indian CPVC (Chlorinated PVC) market is at a relatively nascent stage, with annual
volumes at 100- 110k MT. Currently, key players in this segment are Ashirvad Pipes,
Astral Polytechnik, Prince Pipes and Supreme Industries. CPVC is largely considered a
premium product (compared to PVC), and is typically priced at a 25-30% premium to
normal PVC pipes, with segmental EBIT margins higher than 10%. CPVC is typically
used in piping applications warranting temperature fluctuations, such as transportation of
hot and cold water, especially in the building segment.

Lubrizol’s CPVC technology can be found in three main products, namely (1) ‘FlowGuard’
- pipes and fittings, (2) ‘Blaze Master’ - fire sprinkler system and (3) ‘Corzan’ - industrial
systems. Of these, ‘Flow Guard’ CPVC pipes are largely used in plumbing applications
and constitute a lion’s share of the overall CPVC market. As per industry sources, the
market for Indian CPVC pipes is expected to gradually outpace the growth rate of the
Indian PVC pipes market. Key demand drivers are expected to be government initiatives
to promote housing, coupled with lower interest rates.

The Indian pipes market stands at ~Rs 200-220bn and is expected to grow at ~12- 15%
CAGR over the next few years, to around Rs 350 bn by FY19E. Pipes and fittings
account for almost three-fourth of the PVC demand in India. In India, the PVC pipe
demand stands at ~1.8 mn tonnes, of which ~60% is the organized market and 40% is
unorganized. Building accounts for ~30% of the demand for pipes, and comprises mainly
of plumbing, sewage pipes and drainage.

16
5.3 Data collection from primary sources
The research design: -
This research is a quantitative research where sources of information are collected
from questionnaires. This study is interested in describing the characteristics of
population or phenomenon, thus the study is descriptive study.

Data collection method: -

The methods of collecting data were being used in project are primary.

5.3.1 Research approach: -

Survey method as below:

Sample size: - 95
Sample units: - Architects, Builders & Contractors
Area of research: - South Mumbai
Contact method: - Telephonic and personal interaction
Research instrument: - Questionnaire
Sampling method: - Convenience sampling

Methodology used as below:

1. Generating contact database from internet.

2. Making cold calls for appointments.
3. Making physical calls.
4. Getting the survey form filled concluding with Brand awareness for Flowguard®.
5. Updating the data received in MS Excel on regular basis.
6. Reporting the same to the Company Guide.
7. Analyzing the collected data with various tools on MS Excel.
8. Presenting the analysis with graphical interpretations of data.

17
5.4 Data Analysis

The analysis goes as per the questionnaire and the responses.

Q1. Which potable water supply pipes do you use in your projects?

The responses are converted into percentage to get a better understanding towards the
market.
For CPVC Pipes
Astral 54
Prince 43
Supreme 3
Table No. 1

CPVC

3%
Astral

43% 54% Prince

Supreme

Figure No. 1
For PVC Pipes

Astral 89
Prince 11
Table No. 2

PVC

11%
Astral
Prince
89%

Figure No. 2

18
Q2. If I ask you to rank the different type of pipes, how will you rank them?

Responses count were clearly inclined towards CPVC as Rank 1 and PVC as Rank 2

Q3. What is the reason for you to rank them so?

Responses claimed Quality & Durability to be the main reasons to vote CPVC and
Pricing for PVC.

Reason Count of CPVC

Durability 11
Quality 84
Grand Total 95
Table No. 3

Reason Count of PVC

Durability 1
Pricing 13
Grand Total 14
Table No. 4

Q4. Coming to CPVC, what’s your opinion about these pipes?

Count for responses are as follows

CPVC OPINION
100
90
80
70
60
50
40
30
20
10
0

High Medium

Figure No. 3

The data speaks lack of communication and schemes from the company provided rest all
parameters are appreciated for CPVC Pipe

19
Q5. Have you heard FlowGuard®?

About 32 Respondents out of 95 holds the knowledge about the Brand FlowGuard®
which comes to about to 34% of awareness level in the market.

Q6. If yes, can you elaborate more on this brand?

Responses count Quality to be the main reason for the Brand awareness of FlowGuard®

Q7. If answer for Q1 is Ashirvad or Finolex, give name of projects where it was used in
last 12 months.

No Responses

Q8 Do you see any change in trend of the PVC/GI Pipes usage, like CPVC pipes
replacing PVC/GI Pipes or any other Piping system?

Every respondent found the trend positive towards CPVC for potable drinking water.

Q9 If other than CPVC, Capture input.

No, nothing else than CPVC is found in the market trend.

Q10. If yes, in your own projects, in last 1-2 years, how much shift of usage, from PVC
to CPVC do you see?

About 75% Almost 100%

12 83
Table No. 5
Count shows positive impact of CPVC usage in the market.

Q11. Do you see this trend (Growing/Steady/Declining)?

100% respondents claimed it to be Growing.

20
Q12. In the current product that you use, what are the major influencing factor?

INFLUENCING FACTORS
Yes No

95

87
91

93

91
84

89

29

58
52

43

66

37
11
4

8
Figure No. 4

Quality, Price & Convenience are the major influencing factors in their current products.

Q13. Can you share one or two attributes which are areas of improvement in your
currently used products?

Only few responded to this with maximum polls for Price to be the area of improvement.

Q14. Can you share with me, how important is the plumbing piping material?

Respondents claimed it to be extremely important for them to have a good plumbing

piping material.

21
 Q15. What is the criteria that you take into consideration while choosing Plumbing piping
material?

BUYING PATTERN
Yes No

95

95
89
84

81
70
65

69

63

72

71
30

32

25
26

23

24
11

14
6
0

0
Figure No. 5

Buying behavior is dependent upon the Price, Quality & Durability of the Plumbing
Piping Material.

Q16. If there was a dream brand “Magic X” in the CPVC Pipes Segment, which you
would consider using in your next project, can you tell me on the following parameters,
what should brand “Magic X” satisfy?

A. Quality:

QUALITY FOR MAGIC X

Yes
95
95

95

79 95

58

LEAKPROOF DURABILITY PHYSICAL PEACEOF RELIABILITY BRAND

STRENGTH MIND IMAGE

Figure No. 6

Brand Image in not a matter of concern for few of the respondents.

22
 B. Pricing

Clients preferred Price range to be 5%-10% less than the top brands in the market.

C. How should it be made available to you?

AVAILIBILITY
Yes No

79

82

63
51

44

32
16

13

RETAIL DISTRIBUTOR DIRECTCOMPANY ONLINEPURCHASE

BILLING

Figure No. 7

Online purchase is the trend to be attended by the Marketers.

Q17. How do you expect “Magic X” to communicate with you?

MAGIC X (COMMUNICATION)
95
25

25

13
0

Figure No. 8

Facebook is the most preferred Social Media and then LinkedIn

23
Segmentation of the Projects to be attended

Area Range (Sq. Ft.) No. of Projects Total Area (Sq. Ft.)
0-50000 36 743516
50000-200000 8 666044
200000-500000 3 925360
>500000 8 11298000
Total 55 13632920
Table No. 6

Key Leads Generated for Business with Lubrizol for FlowGuard®

1. Royal Constructions
2. Impact Design Group
3. B K Mhatre
4. Mhatre & Associates
5. Aum Architects
6. Neumec Developers & Builders
Table No. 7

24
 6. RESULTS & RECOMMENDATIONS

6.1 Results/Learnings

Limitations & Challenges Faced

1. Improper contact data on internet.

2. Rejection for appointments when asked for study purpose.
3. Receiving less time from the client on meetings.
4. High resistance from Architects for survey.

Overcoming the Challenges

1. Verifying contact data via firm’s websites.

2. Directly visiting the Offices.
3. Getting into a friendly talk rather than being too professional.
4. Directly meeting junior architects at the architect’s office.

Key Learnings

1. Communication skills for dealing with variety of professionals.

2. Knowledge about Piping Industry and its Customers.
3. Importance of field work in sales
4. Team work.

6.2 Limitation and Future scope

The Project carried out was the most efficient way to get market insights and perfect way
to meet the target market and its stake holders. Carrying out such projects, have and will
always benefit any of such organization to do a great business ahead. Moving ahead with
the competition is the only key to success

Limitations to such project is only the resistance from the customers to give time and
share information. But, sample calculation from specified area is a great way to measure
the whole urban market in a simple format.

Future scope for this project is repetitiveness. The number of times this project will be
repeated by various candidates around the nation, the more will be the success rate for
business.

25
6.3 Conclusion and Recommendations
The way everything was planned, executed and evaluated, Lubrizol got some benefit from
every perspective of business. Market insights helped to get a clear idea about the current
trends in the market. Simultaneously, study on customer behavior towards CPVC Pipes in the
market gave a clarity regarding the customer’s expectations from CPVC pipes.

Holding the truth of having a poor business in Mumbai, Lubrizol will be coming up with
exclusive market driven branding and marketing strategies. Thus, will soon capture the
lost market with the same enthusiasm. Ashirvad & Finolex Pipes should more work on
Branding & Marketing their Products is the only recommendation towards the processors
of Lubrizol.

Learning from experiences is the only way to enrich the perspective towards
professionalism and business. Marketing sounds fun but it’s an adventure towards
achieving corporate goals. Understanding customers is the only key to achieve sales and
make great business with sustainable growth in the market.

6.4 References

Web Links (Source of Information)

1. https://www.lubrizol.com/
2. https://www.lubrizol.com/CPVC/FlowGuard
3. https://princepipes.com/company/
4. http://www.supreme.co.in/plastic-piping-system/
5. https://www.finolexpipes.com/about-finolex-industries/
6. https://www.ashirvad.com/company/
7. https://www.astralpipes.com/about-us.aspx
8. https://www.thehindubusinessline.com/business-wire/lubrizol-and-astral-
terminate-all-processor-agreements-for-flowguard-blazemaster-and-corzan-
branded-cpvc-pipes-and-fittings/article8994986.ece
9. https://bsmedia.business-standard.com/_media/bs/data/market-
reports/equity-brokertips/2017-05/14943113130.17923400.pdf
10. https://www.thehindubusinessline.com/companies/announcements/others/lubrizol
-and-finolex-industries-limited-join-hands-to-process-flowguard-branded-cpvc-
pipes-and-fittings-in-india/article21896502.ece
11. https://www.lucintel.com/indian-plastic-pipe-market-2016-2021.aspx
12. https://www.prnewswire.com/news-releases/india-pvc-pipes-and-fittings-
industry-outlook-to-2020---expanding-irrigated-area-and-construction-sector-
to-stimulate-growth-300352148.html
13. https://www.mbaskool.com/brandguide/industrial-products-and-chemicals/2853-
lubrizol.html

26
 7. ANNEXURE
7.1 Questionnaires form

27
28
29
7.1.2 Team Photo:

Project Team at Lubrizol

30