Identifications of New Prospects and SWOT

Analysis of Nilkamal
Summer Internship Report
Submitted In Partial Fulfillment of the Requirements
For The Award of the Degree Of

MASTERS OF BUSINESS ADMINISTRATION (MBA)

Submitted by
ALTAF AHMED

B0029
MBA 3rd Semester
Guided by
ISAAC JAYANT
Assistant Professor
August 2014

Submitted to:
SCHOOL OF MANAGEMENT AND RESEARCH,
ITM-UNIVERSITY RAIPUR, CHHATTISGARH, INDIA

Declaration by the Candidate

This is to declare that this report has been written by me. No part of the report is
plagiarized from other sources. All information included from other sources has
been duly acknowledged. I aver that if any part of the report is found to be
plagiarized, I shall take full responsibility for it.

____________________
ALTAF AHMED
B0029

Place:
Date:

Certificate By Institute

This is to certify that this project report entitled Identification of New

Prospects and SWOT Analysis of Nilkamal for Nilkamal Furniture is a
bonafied work carried out by Altaf Ahmed of MBA of School of
Management & Research for fulfillment of MBA degree course of ITM
University Raipur.

______________________________
Mr. Isaac Jayant

Place:
Date:

__________________________________
Dr. Monika Sethi

Certificate By The Examiner

This is to certify that the project entitled Identification of New Prospects

and SWOT Analysis of Nilkamal submitted by Altaf Ahmed Roll No.:
.. Enrollment No.:B0029Has been examined by the undersigned as
a part of the examination for the award of Master of Business Administration
degree of ITM University, Raipur (C.G.).

_____________________________________

Place:
Date:

Acknowledgement
It is great opportunity for me to convey my heartful regards to those who help
me to make this report purpose full.
I would like to convey my never ending gratitude towards our respected HOD
Dr Monika Sethi
I would like to convey my deep sense of veneration towards Mr. Isaac Jayant
who is my research mentor and my project mentor Mr. Vivek Srivastava
Regional Manager, Nilkamal furniture & Mr. Amit Sharma, Nilkamal furniture,
who helped me in selecting the topics for the project.
I would also like to thank to all my teachers and faculty members and I wish to
thank all my seniors friends and general people who help me to make my
research successful.

Preface
The research report program is designed to give the impact to a candidate
who would be the manager of the future. it gives idea about the corporate
happing and markets position. The real life position is entirely different from
stimulate exercise enacted in an article environment inside the class room. It is
because of the reason that the research report programmed is designed so that
the manager of tomorrow does not feel odd when the time comes to should the
responsibility.
The experience that I have gathered during my research report has certainly
provide me a remarkable experience, which I believe that will help me to
shoulder any assignment successfully in future.
By going through the research one can find my work more informative &
interesting by knowing the various view point of the respondent. The finding
and interpretation gives a clear picture about the streamlining the sale and
distribution. Of course every study has some limitation, which is mention on
the last.

Table of Content

CHAPTER NO.
I
II
III

TITLE

PAGE NO.

Introduction

Company Profile

Review Of Literature

12

IV

Research Methodology
4.1 Introduction
4.2 Research objective
4.4 Sample and data collection
4.5 Stastical treatment of data

Finding & Analysis

VI

SWOT Analysis

VII

New Prospects

VIII

Limitations

IX

Conclusion

Suggestions & Recommendations

XI

References / Bibliography

APPENDICES
- Questionnaire

Chapter I

INTRODUCTION

Nilkamal Plastics is Asia s largest plastic processor of moulded products. We make

products that have changed the very nature of the good transportation and furniture
industry in this region.
The NILKAMAL GROUP, India's leading manufacturer of Moulded Furniture
having a turnover in excess of US$ 100 million and is also the world's largest
manufacturer of moulded furniture.
The group commands market leadership in India with five state of the art
manufacturing facilities in various states of India accredited with quality
certificates like ISO 9001 & ISO 14000. The group has not only limited its
manufacturing operations in India but have also gone beyond Indian boundaries
with its expertise in the field of plastics and has set up Joint venture manufacturing
facilities in Sri Lanka (again an ISO 9001 certified unit) as well as Bangladesh.
Apart from having overseas manufacturing facilities the group also has a
warehousing facility along with a marketing office set up in Ajman Free Zone,
United Arab Emirates which will cater to the requirement of customers in the
Middle East & the African continent.
The group has a wide array of products in both the furniture as well as chairs
segment. The Furniture product range comprises of Chairs, Dining Tables, Coffee
Tables, Trolleys, Shoe racks, Multipurpose racks, Baby chairs stools etc to mention
a few. As regards chairs the group has all sizes of chairs that cater to various
industrial applications. Innovation is also a major asset of the group and hence they
are able to add at least 10 new products to the already existing wide range.

CORPORATE WORLD
Nilkamal's mission is to 'provide value through convenience' to its consumers.
We aim at attaining a firm grip on the market through value initiatives directed
towards our stakeholders. Since inception, Nilkamal has traveled in only one
direction upwards. There has been no looking back and the company has
persevered to attain market leadership in this industry. In the first year of
production itself, the company witnesses a profit of more than Rs. 5 crores. The
compounded growth has been 30% annually and today the annual profits have
reached Rs. 12 crores and 37 lakhs. Through our years we have proven this
track record.

Chapter II

Company Profile

Directors

MR VAMAN V PAREKH, 70 (Chairman)

Mr. Vaman Parekh, one of the founders of Nilkamal Group has been
instrumental in making Nilkamal a name to reckon with in the plastics industry.
Under his supervision, the production and technical activities of the Group have
helped Nilkamal emerge as the most revered brand name in the plastics
industry. Besides these, he has also taken part in many social activities; he has
been the Chairman of many plastics organization and other social groups.

MR. SHARAD V PAREKH, 60 (Managing Director)

Mr. Sharad V Parekh, the co-founder of Nilkamal Group can be credited with
having pioneered the Material Handling business in India. He has played an
active role for more than three decades in providing material handling solutions

to varied requirements of almost all industrial and thus enabled Nilkamal

emerge as an expert Material handling player in India. He plays an active role
in organizations related to plastics and other social activities.

MR. HITEN V. PAREKH, 42 (Executive Director)

Mr. Hiten V. Parekh monitors the day to day operations of the company. With his
hands on experience in the production and technical activities, he supervises the
overall functions of the Group. He has been instrumental in launching @HOME
-The complete Home Solutions Store with refreshing furniture and accessories
which is the Group's new venture in Furniture.

MR. MANISH V. PAREKH, 37 (Director)

Mr. Manish V. Parekh, the Head of the furniture division presides over one of the
fastest growing business in the country. He is the pillar behind the enormous dealer
network which is responsible for catering to requirements from the remotest region
of the country. He monitors the daily functions of the plastic furniture division.

Under his guidance, @HOME has grown in a short span of time to provide quality
furniture, accessories, design solutions, professional guidance, interest free loans,
etc

MR. NAYAN S. PAREKH, 33 (Director)

Mr. Nayan S. Parekh, the Head of the Material Handling Division, is steering
Nilkamal to a strong position in the international Material handling industry. A
Bachelors in Plastics Engineering from UMASS, Lowell, USA, he has worked
hard to innovate, design and provide material handling solutions comparable to
international standard. His aim at making Nilkamal a One Stop. Material Handling
Shop for all industries by providing solutions in plastics and metal is
revolutionizing the Material handling industry. He is the brain behind Nilkamal
Bito Storage Systems Pvt. Ltd., which is a Joint Venture between Nilkamal and
Bito Lagertechnik Bittmann GmbH, Germany. This Joint Venture company will
commence manufacture of metal racking and shelving systems in India by Jan'07.

PLANT LOCATION
Nilkamal has business presences in over 30 locations all over the country and
manufacturing facilities in all four corners of the region.

West India

Kharadpada, Silvassa (Union Territory- Factory of NILKAMAL Chairs Pvt. Ltd.)

The ISO 9001: 2000 factory complex has an area of 35,000 sq.meter with an
installed capacity of 9000 metric tons Per Annum.
This factory houses manufacturing facilities like Injection moulding, Rotational
moulding, Polypropylene Corrugated box, Vacuum forming & Blow moulding
product. This factory is primarily focused on Material Handling products and OEM
products for customers such as defense, automobile manufacturer etc.

Vasona, Silvassa (Union Territory)

This 30,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of
13,500 metric tons Per Annum at present for manufacturing of Moulded Furniture
& Material Handling Chairs.

Sinnar- Nashik (Maharashtra)

This 22,000 sq. meter, ISO 9001:2000 factory complex has an installed
capacity of 6800 metric tons Per Annum primarily to manufacture crates for
Fruits & Vegetable industries.

Greater Noida (Uttar Pradesh)

This 16,000 sq. meter, ISO 9001:2000 factory complex has an installed
capacity of 11,500 metric tons Per Annum for manufacturing of Moulded
Furniture & Material Handling Chairs

Pondicherry (Union Territory)

This plant is manufacturing Moulded Furniture System & Material Handling
products. This 13,500 sq. meter, ISO 14000 factory complex has an installed
capacity of 6200 metric tons Per Annum.

Barjora (West Bengal)

This 50,000 sq. meter factory complex is 9001:2000 certified, has an installed

capacity of 6200 metric tons Per Annum catering to Moulded Furniture & Material
Handling Chairs business.

Over seas Subsidiaries

Sri Lanka: Columbo

(NILKAMAL Eswaran Plastics Pvt. Ltd.)
The company has extended its business to other countries through exports. Sri
Lanka is considered as the growing market for our goods. In a Joint Venture,
the company has set up a plant near Columbo. This 10,500 sq. meter, ISO
9001:2000 factory complex has an installed capacity of 7500 metric tons Per
Annum for Moulded Furniture & Material Handling Chairs

Bangladesh: Dhaka (NILKAMAL Padma Plastics Pvt.

Ltd.)
As part of our expansion program, the Company has established a Joint
Venture in Bangladesh. This 12,500 sq. meter ISO 9001:2000 factory complex
has an installed capacity of 2200 metric tons Per Annum manufacturing
Moulded Furniture & Material Handling Chairs.

Chapter III

Literature Review

COMPETITOR
Nilkamal faces competition in the field of plastics products manufacturing
mainly from two competitors: Prince
Supreme

Prince

PRINCEWARE International Pvt. Ltd is Indias No. 1 manufacturer and

exporter of plastics house ware, thermo ware and furniture. PRINCEWARE is
known for its quality products manufactured as per the highest international
standards. The process involves usage of 100% virgin plastics raw material,
molded at state-of the-art manufacturing facilities. PRINCEWARE is ISO
9001:2008 certified and is also the winner of Indias most prestigious exports
award PLEXCONCIL, since 1984.Keeping the customers needs in mind they
have been extending PRIVATE CABLE facility to select clients for bulk
supplies of products. They also provide in house design to keep the client make
a choice. With a view to reduce their dependence and turnaround time, they
have established their own facilities, for table, bar codes, printing catalog &

leaflets. This reduces the lead time in big way resulting in fastest delivery to
clients.
Starting their exports in 1976 today Prince Product find their way to over 50
countries from South America, USA, Africa, and Gulf to Fiji island in the east.
They are rapidly developing the domestic market s with networks of 150
distributors, dealer, stockiest already in place. Their focus is also concentrated
on institutional selling. their client include among other of Uniliver (India) Pvt.
Ltd. , P&G, Nirma, Godrej, Colgate , Palmolive, Boost India , Pepsi, Coca
Cola, Reliance Industries and etc.
Today PRINCE with its unique monogram enjoys a high brand image globally.
PRINCE has been certified by DNV certification B.V. under accreditation of
the Dutch Council for Accreditation (RvA) as a Quality Management System
Standard for design, manufacturing, development and marketing of all the
products. They are the only ISO 9001/2000 certified house ware company in
India.

SUPREME

The supreme group is among India dynamic, fasted growing conglomerates

acknowledgement leader in the country plastic industry, with a group turnover
in excess of Rs. 12,000 million (US$ 293 Million).
The group units together process over 82,000 tons of polymers every year
among the largest volume in India.
The group 20 sopl~isticated manufacturing plants feature the world finest
technologies thanks to strategies collaboration with global leader like:
Wavin (Netherlands), Schoeller (Germany), Rasmussen (Switzerland) and etc.
Supreme offer product like PVC fitting & pipes, molded furniture, chairs,
packaging films, Industries molded product etc.
Other Feature
1. Supreme is one of India's largest manufacturing of chairs,
2. World class facilities for product engineering, manufacturing
and Research & Development.
3. Nearly 100 different models of chairs offered.
4. Customized product development also undertaken.

5. Among the largest supplier of bottle chairs to Coca-Cola &Pepsi.

6. License of scholars, Germany for bottle chairs moulds.
The first India plastic company to get ISO 9002 certificate for one of its units,
Supreme is trying to get its entire plants network and operation certified within
the next three years.
Having harnessed frontline technology. Supreme has committed substantial
resources to new product application development e.g. PVC-SWR system,
cross laminated film tarpaulin, greenhouse covers and industrial racks etc.
Supreme product have found ready acceptance overseas from Australia to the
Middle East Europe to Africa.

SUCCESS STORY
To describe Nilkamal plastics evolution from a small family owned plastics
button maker to India leading listed company in molded plastics furniture is a
simplistic way of describing its success story. So we will throw in the fact that
the Rs. 400 crore company, which is also into material handling product, is
the world's largest manufacturer of plastic furniture, has establish its presence
beyond . India shores, It operates out of neighboring markets like Bangladesh
and Sri Lanka (where it is No I Brand) and enjoy and impressive markets
shares of close to 27% in India.
And it's the last bie that most significant, considering that the molded plastic
business has been a commoditized one, dominated by a large number of local
players and only a handful of known brands such as VIP Modem, Supreme,
Prince and Cello.
Manish Parakh Director of Nilkamal plastics attributes the company success to
regular investment in two key areas Research & Development and brand
building. In its early day, the fully molded plastic chair was a novelty an
exciting alternative to the heavy and unglamorous looking wood and mortal
chairs."People were shifting from steel and wood to plastic as they were light,
durable, inexpensive" say Parakh. That they also gave a wide choice of eye
catching colors and design helped. But there was a hitch while plastic furniture

was doing very well in the institutional segment, such as offices, restaurant and
in the outdoor public places, the idea did not find enough acceptances in the
home segment.The reason was that consumers did not see plastic furniture as
belonging to the living room, and bough it mostly for outdoor use. Nilkamal
introduced innovative design and color that went beyond the plain vanilla look,
such as decorative chairs and wood and granite finish. "We had to look for
designs which fit indoors" says Parakh. The industry also got a shot in the arm
with Reliance's Hamnagar plant coming up in 1990, and the supply of
polypropylene, one of the key ingredients, overshot demand for the first time.
With input cost down, molded furniture become a lot more affordable. Volumes
went up but. Bought its own share of problem, such as high cost of
transportation through it weights less, Plastic furniture occupies a lot space.
The solution was to decentralize manufacturing, through regional plants, to
reduce freight costs. The first plant come up at Sinner in Maharashtra in 1991,
and was followed by other in Silvassa, Pondicherry, Noida and West Bengal.
The multi location strategy also helped counter local players, who were more
nimble footed and aggressive and often copied design and models, tweaking
them slightly to avoid design patent issues. Simultaneously, the distribution
network was ramped up and today, Nilkamal has an impressive 27 branches
across the country, with 430 direct distributors over 15,000 dealers and a 100
storage sales team. The distributor's selection process is rigorous and every
prospective partner is required to come down to the company and here
headquarters for a familiarization trip at their own expense. Once in Mumbai,
they are losted by the company and over a period of two day's are taken
through an orientation program that covers various departments like marketing
sales, account and quality. "We want them to understand the culture of the
company before the join". Say's Parekh. "By tee time they leave they have met

all the people on the way up. This way they feel part of the company from day
one. The international business is also picking speed, and its Croma brand
launched in Bangladesh last year , is the second largest in that market. In Sri
Lanka, where operation were launched in 1999 the Nilkamal brand is already
the market leader, with over 75% market share. These say's Parekh time is
divided between the existing business and the home division, a new retail chain
of home famishing furniture and accessories. The first store has been recently
launched in Pune and will be followed up with two more in Mumbai.
But the core business is where the action is, with input cost on the rise again.
Parakh say's local supplier resorting to using reprocessed material. Which is
lower quality that fresh or (virgin material). In fact's Nilkamal latest
commercial featuring actor Sanjat Suri address the issue. According to Parakh
over the next few years the companies trust is going to be on penetration and
distribution especially in upcountry markers. He plans to take Nilkamal
markets share to 35% through classic designs and value added products like
cushioned sopha set designed chairs plastic cupboards and molded cabinets. A
new experiment card Nilkamal home ideas is also underway in urban markets.
Where in distributors are been supported in setting up stores next to their
offices were the entire ranges of Nilkamal furniture is displayed, Clearly
Parakh sees plenty offering for growth. Particularly in the chairs business,
which makes up for 80% of the plastic industry? "Wherever there are two
lakes, a chair can be placed" he says.

Chapter IV

Research Methodology

4.1 INTRODUCTION OF RESEARCH

Research is an important source of knowledge. It is an activity related to a

systematic research for relevant informational on a topic for relevant information
knowledge. It is based on observing experience or some empirical evidence and so
the outcome of research is aimed at the discovery of new facts. It is not always the
final solution of any problem and therefore, one research offers field or relating to
a particular problem.
Research are conducted both in physical sciences like Physics, Chemistry, Zoology
or Geology and Social Sciences like Sociology, Psychology, Economics conducted
by a variety of methods like historical method.
Descriptive method, experimental method, field study method or case study
method. All these methods have got their own merits and demerits and used as per
the need of the researcher. But in all cases, the results are useful in enhancing
knowledge in a particular field.

4.2 Research Objective

Problem Defining
Identification of new prospect and SWOT analysis of Nilkamal chairs.
To know the markets share of Nilkamal chairs.
To find out the satisfaction level of Nilkarnal chairs user.
Know the new prospects of Nilkamal chairs.
To have a comparative analysis of Nilkamal chairs of its competitor.
To conduct a SWOT analysis of Nilkamal and its competitor.

4.3 Sample and Data Collection

The survey is significance in terms of gives the knowledge about the
Market Survey, New Prospects and SWOT analysis of Nilkamal chairs. The
universe comprise of the consumer of Raipur City. Generally all the consumers
were targeted as this account for maximum market share. Research Type:
Data Type: Primary Data
Sample size: 166
Data Collection Method: Personal Interview
Data Collection Instrument: Questionnaire & Direct Interview Method
Sampling Technique: Non Probalistic Convention Sampling
Descriptive Research
.

4.4 Stastical Treatment of Data

(1)

Do you use plastics chairs?

Response
Yes
No

No. of respondent
102
64

Percentage (%)
61.44
38.55

Graph
120

100

80
yes
no

60

40

20

0
No. of Respondant

Percentage

Pie-Chart

No. of Respondant

yes
no

Interpretation
The given chart and table show the no. of respondents who use plastics
chairs. It was found that 61.44% of the respondents like to use plastics chairs
and 38.55% of respondents do not like to use plastics chairs. Those respondents
who not using chairs are using metal chair, wooden chair, and etc.

(2) Which Brand of Chairs do you prefer?

Name of Company
Nilkamal
Prince
Supreme
Syntax
other

No. of User
60
42
22
09
05

Percentage (%)
43.47
30.43
15.94
6.52
3.62

70
60
50
40
No. of User
Percentage (%)

30
20
10
0
Nilkamal

Prince

Supreme

Syntax

Pie-Chart

other

No. of User
Nilkamal
Prince
Supreme
Syntax
other

Interpretation:
The given table and charts shows the brand preference of respondents in
plastic chairs. It was found that 43.47% of total respondents Prefer Nilkamal
which is at the top and the second preference of respondents is prince with
30.43% and third Supreme with 15.94.

(3) How many chairs do you use?

Response
Less than 100
Between 100-500
More than 500

No. of respondents
71
4
12

Percentage %
85.54 %
4.80 %
14.45 %

Graph
80
70
60
50
No. of respondents
Percentage %

40
30
20
10
0
Less than 100

Between 100-500

More than 500

Pie-Chart

No. of respondents

Less than 100

Between 100-500
More than 500

Interpretation
The given table & charts shows that the total no. of chairs used by
respondents. It was found that our 85.54% respondents majority of them are
using less than 100 chairs, 4.81 % of them use between 100 to 500chairs and
14.45% of them use more than 500 chairs. Thus the majority of fever users are
more than the more users in the city of Raipur

(4) What is the frequency of your purchase?

Response
Monthly
Quarterly
Half Yearly
Yearly

No. of respondents
0
0
0
102

Percentage %
00
0
0
100%

Graph
120

100

80
No of Respondents
Percentage

60

40

20

0
monthly

quarterly

halfyearly

yearly

Pie Chart

No. of respondents

Monthly
Quarterly
Half Yearly
Yearly

Interpretation:
The given table and charts shows how frequently the respondent purchases the
chairs. It was found that chairs out of 100% respondent majority of them prefer
yearly purchase of chairs. None of the total respondent purchases the chairs
monthly or quarterly and half yearly

(5) On what basis do you purchase the chairs?

Response
Brand Image
Quality
Price
Others

No. of respondents
11
29
39
4

Percentage %
13.25%
34.93%
46.98%
4.8%

Graph
45
40
35
30
25

No. of respondents
Percentage %

20
15
10
5
0
Brand Image

Quality

Price

Others

Pie-Chart

No. of respondents

Brand Image
Quality
Price
Others

Interpretation:
The given table and charts shows the basis for the purchase the chairs.
It was found that majority of people is 46.95% prefer price based purchase
chairs. The second basis goes for quality with 34.93% and third 13.25 % and
4.8% is brand image and other basis purchase of chairs.

(6) Does price affect your buying behaviour?

Response
Yes
No

No. of respondents
90
12

Percentage %
88.23%
11.76%

Graph
100
90
80
70
60
No. of Respodents
Percentage

50
40
30
20
10
0
yes

no

Pie-Chart

No of Respondents

yes
no

Interpretation
The given table & chart shows the effect of price of chairs on buying behavior
of customer. It was found that the outcome was a single response. Among 100
% of respondents 88.2% of them supported that the price of the chairs has an
affect buying behavior.

(7) Are you satisfied with chairs?

Response
Yes
No

No. of respondents
59
24

Percentage %
71.08%
28.92%

Graph
70
60
50
40
Yes
No

30
20
10
0
No. of respondents

Percentage %

Pie-Chart

No. of respondents

Yes
No

Interpretation
The given table and charts shows that the satisfaction level of the customer
with performance of chairs. It was found that the majority of the respondent i.e.
71.08% of the total respondent is satisfied with the performance of their chairs.
While only 28.92% of the consumer were not satisfied with the performance of
their chairs.

(8) From which medium you aware about the chairs ?

Response
By Distributor
By Agent of
Company
By Friends
Advertisement

No. of respondents
13
22

Percentage %
15.66%
26.50%

48
0

57.83%
0%
Graph

60
50
40
30
20
10
0

No. of respondents
Percentage %

Pie-Chart

No. of respondents

By Distributor
By Agent of Company
By Friends
Advertisement

Interpretation
The given table and charts shows the source of awareness of consumer
about the chairs. It was found that 57.83% of total respondent get aware about
the different model of chairs through friends, 26.50% of them get aware
through agent of the company and 15.66% aware by distributor. Advertisement
of chairs does not exist in the market that is why they dont play any role to
aware people. Thus there is more need of advertisement of chairs and chairs.

(9) Should company focus on Distribution channel of Nilkamal product?

Response
Yes
No

No. of Response
160
6

Percentage %
96.38%
3.61%

Graph
180
160
140
120
100
yes
no

80
60
40
20
0
No. of Respondents

Percentage

Pie-Chart

No. of Respondents

yes
no

Interpretation
The given table and charts shows the need of Advertisement and sales
promotion scheme for chairs. It was found that the majority of 96.38%
respondents are agreeing that is need of more advertisement and sales
promotion scheme for chairs.

Chapter V

Findings & Analysis

Majority of users of chairs i.e. 43.47% of total user prefer Nilkamal chairs.
The second and third preference of prince & Supreme chairs with 30.43% and
15.94%.
Majority of user i.e. 85.54% of total are minor user of chairs, they use less

than 100 chairs.

Majority user prefers Multipurpose & Jumbo chairs with 50.60% & 25.30%.
The majority of user chairs i.e. 100% prefer yearly purchase of chairs.
Majority of people prefer Price as basis for purchase with 46.98%.
Majority of customer are price affecting buying behaviour of chairs.
Majority of 72.28% of total purchase decision taken by
Owner.
I
Majority of respondent 71.08% are satisfying with the performance of

chairs.
More need of Advertisement and Sales promotion schemes of chairs.

Chapter VI

SWOT Analysis

Strength

Reputated brand image of Nilkamal.

Quality of Nilkamal products.
Durability of Nilkamal products
Strength of Nilkamal products.
Reliability of brand name.
Research & development and innovation about the new model, colors and its

uses.
Wide range of model. Satisfying customers need.
Innovative model and colours of Nilkamal product.
Effective and Efficient management and workforce.
Extensive market research through research agent.
Long lasting goodwill of the company
It has well qualified staff with proper attention towards the need of the
consumer.

Weakness
Nilkamal chairs have high prices as compared its competitors (Prince&
Supreme),
Nilkamal concentrates only big user of chairs & chairs and miner
concentrates less user of chairs & chairs.
Nilkamal is not able to properly communicate its various models, new

innovation and its uses to the customers.

Distribution channel of Nilkamal is weak in comparison to its competitors.
They do not have market share in family segment.
Peoples are not much aware about its all product.
Nilkamal doesn't provide proper sales promotion schemes.

Opportunity

Superiority in field of plastic chairs markets.

Capturing the foreign markets.
Nilkamal can manufacturer special trolley for inverter and battery.
Special table and stand for computer system & television etc can be

manufactured.
Small trolley can be manufactured for home and departmental store.
Nilkamal can manufacture folding chairs in order to save floor space when
not in use.
New opportunities are arising due industrialization and globalization.

Threat
The competitors of Nilkamal mainly Supreme and Prince can tend to
eat into the market share of Nilkamal with their much lower rates.
According to some chairs user their quality is also comparable to the
Nilkamal chairs.
In such a scenario Nilkamal will have to reduce the price of its chairs
otherwise it might lose its precious customers to it s Competitors.

Chapter VII
New Prospects

New Prospects

1. Rubber Industry
2. Refinery Industry
3. Plastic Glass Industry
4. Storage

Chapter VIII

Limitations

LIMITATIONS

Few respondents don't co-operate with me in this survey.

Most of respondents didn't have time for supporting me in filling
Questionnaire.
Respondents were not excited in providing detail personal
information.
At the pick time (Morning) some respondents didn't give the response
due to rush.
Those respondents who were not interested in buying the product,
they were support in filling the Questionnaire.

Chapter IX

Conclusion

Conclusion

Nilkamal is a customer friendly chair.

Next to Nilkamal are Prince and Supreme.
Prince and Supreme are growing day to day markets through its prices.
Price of Nilkamal is high comparison to its competitor.
Weak distribution channel of Nilkamal.
It's concerned only major user of Nilkamal Product.

Chapter X

Suggestion &
Recommendation

Price of Nilkamal should be justified (reduced).

Manufacture plastic plats display ray.
Manufacture plastic Defreezer in Ice manufacturing plant.
Height of Jumbo chairs should be increase.
Width of handle chairs should be increase.
Bottom of chairs should be made stronger.
Folding chairs should be manufacture.
Start's the Advertisement program of Nilkamal chairs.
Made more aware program of Nilkamal chairs.
It must create an impressive Punch line of Nilkamal Product (No

compromise of quality& price is name Nilkamal).

More extensive distribution channel is required to move the product to the
customer.
Company should watch our retailer's price of Nilkamal chairs.
Company should focus on low price and wide range of chairs.

Chapter XI

Bibliography

Information about Nilkamal chairs is extracted searched from market website.

Research Methodology C R Kothari

 Fundamental of statistics - S.C. Gupta

Marketing Research - Thomas C. Kinner

Appendices

Questionnaire

1 - Do you use material handling chairs?

(a) Yes (b) No
2 - Which brand of chairs does you prefer more?
(a) Nilkamal

(b) Prince

(c) Supreme

(d) others

3- How many chairs do you use?

(a) Less than 100 (b) Between 100 to 500 (c) M ore theD500
4 - Which model of chairs do you use?
(a) .Jumbo (b) Multipurpose (c) JBC (d) Folding (e) Others

5- What is the frequency of your purchase?

(a) Monthly (b) Quarterly (c) Half Yearly (d) Yearly
6-On what basis do you purchase the chairs?
(a) Brand Image (b) Quality (c) Price (D) Other
7-Does Price affects buying behavior?
(a) Yes (b) No

8- Who take the purchase decision for the chairs?

(a) Owner (b) Manager (c) In charge (d) Other
9- Are you satisfied with chairs?
(a)Yes (b) No
10- From which medium you aware about chairs?
(a) By Advertisement (b) By Distributor (c) By Sales Agents (d) By Friends
11- Should Company focus on Distribution of channel of Nilkamal product?
(a) Yes (b) No

This Project Report is a property of

SCHOOL OF MANAGEMENT AND RESEARCH,

ITM-UNIVERSITY RAIPUR, CHHATTISGARH, INDIA