Manan Rindani - Final Report
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Transcript of Manan Rindani - Final Report
MARKET RESEARCH AND ANALYSIS OF WATERPROOFING
PRODUCTS USED IN CONCRETE INDUSTRY
SIP PROJECT REPORT SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE
PGDM PROGRAM
BY: MANAN RINDANI
ROLL NO: 2013143
SUPERVISORS:
MR. PRAVIN SHARMA
PROF. RAVINDRA GADGIL
BATCH: 2013-2015
ACKNOWLEDGEMENT
I hereby take the opportunity to thank Kryton Buildmat Co. Pvt. Ltd for
providing me exposure to the corporate world through the course of my
summer internship. I would also like to extend my heartfelt gratitude to
my mentor and the Area Sales Manager at Kryton: Mr. Pravin Sharma,
who helped me understand the ins and outs of the concrete industry and
was available at all times with his advices and guidance. I would also like
to thank the Marketing Head of Kryton: Ms. Anandita Kakkar, who gave
me the opportunity to work with Kryton and made sure I was provided
with everything I needed.
Special thanks to my summer internship mentor at the Institute of
Management Technology (Nagpur), Prof. Ravi Gadgil, the administrative
management at IMT-N for their timely and continuous support amidst our
internship.
CERTIFICATE
TABLE OF CONTENTS
Executive Summary …………………………………………………... 1
Introduction …………………………………………………………… 2
About Kryton …………………………………………………………. 6
Objective of the project ……………………………………………….. 9
Research data and Analysis ………………………………………….. 10
Graphical Representation ……………………………………………. 33
Observations and Recommendations ………………………………... 34
Challenges faced and Limitations ……………………………………. 37
Bibliography ………………………………………………………….. 38
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EXECUTIVE SUMMARY
This project deals with understanding the factors involved in the selection
of a particular brand of waterproofing product in the concrete industry
through the survey and one to one interaction with the project managers
and site personnel, alongside making them aware about Kryton and its
products.
The survey was carried out on major construction projects across Mumbai
with the objective of knowing which brand they preferred when it came to
waterproofing the structure and the reason why they preferred the same.
The data obtained gives an insight on how much share each brand holds in
the Mumbai market and strategies adopted by the dominant brand.
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INTRODUCTION
Waterproofing is a process of making any object impervious to water or
making an object resistant to water such that water doesn‟t affect its
structure or functioning in any way. This process is usually done in the
areas where collection of water is taking place or is higher than the other
places. For example, in the past, the hulls of boats and ships were
waterproofed by applying tar and pitch.
In concrete industry, this process is critical as water leakage can reduce
the life of the concrete and can affect the integrity of the structure in an
adverse way. A structure can waterproofed using a number of techniques
viz. brickbat coba waterproofing, membrane waterproofing, chemical
waterproofing, crystalline waterproofing, etc. Application of any one of
these techniques makes sure that there is no water leakage in the walls or
water does not seep through and create cracks and hence the strength and
integrity of the structure is maintained.
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CRYSTALLINE WATERPROOFING
BRICKBAT COBA WATERPROOFING
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PHOTOVOLTAIC MEMBRANE WATERPROOFING
The main areas in a building that need waterproofing are the terrace, the
toilets, pool areas, balconies, the basement, etc. because these are the
areas that are most exposed to water and hence need maximum protection
from it. While the conventional brickbat coba technique is used for roofs
and terraces, the membrane and the crystalline technology are used for
below level waterproofing. Membrane systems again have different types
such as felt paper or tar paper with asphalt or tar, bituminous
waterproofing, EPDM rubber, hypalon, polyvinyl chloride, liquid roofing,
etc.
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SOME FACTS AND FIGURES ABOUT WATERPROOFING IN
INDIA:
Market size for waterproofing - $1 billion per annum
Market size for chemical waterproofing - $0.5 billion per annum
Growth in market – 20% per annum
Major limitations in waterproofing segment – lack of awareness of
using waterproofing techniques and products, shortage of skilled
labor and costing, competition with traditional waterproofing
systems, unorganized sector.
New waterproofing systems save up to 30-35% as compared to the
traditional ones.
Waterproofing constitutes nearly up to 4-5% of the total building
cost.
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ABOUT KRYTON
Established in 1973, Kryton International Inc. is the waterproofing
solutions provider for the concrete industry. Kryton is the inventor of the
crystalline waterproofing admixture which forms crystals that doesn‟t
allow water to seep through the cracks in the concrete. The technology
used by Kryton transforms the concrete into a waterproof barrier, hence
avoiding leaks, discoloration and intermediate repairs.
Kryton has its presence globally today with offices in around 40 countries
and has over 50 distributors across the globe. Kryton also operates the
largest concrete permeability testing laboratory in North America.
Kryton has its presence in India for the past 17 years under the name
„Kryton Buildmat Co. Private Limited‟ and has its head office in Gurgaon
and its manufacturing plant is in Dharuhera, Haryana.
VALUES:
Kryton believes in its three core values: Passion, Integrity and Expertise.
PRODUCT LIST:
Kryton provides a variety of waterproofing products as per the structural
requirements. Here‟s the complete list of waterproofing solutions offered
by Kryton:
Hydrostop Coating
Hydrostop Grout
Hydrostop Restore and Protect System
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Hydrostop Sealer
Krystol Bari-Cote
Krystol Broadcast
Krystol Crack Repair System
Krystol Internal Membrane (KIM)
Krystol Mortar Admixture (KMA)
Krystol Plug
Krystol T1
Krystol T2
Krystol Waterstop Grout (Internal)
Krystol Waterstop Grout (External)
Krystol Waterstop System
Krystol Waterstop Treatment
Plasti-Patch
PROJECTS:
Some of the projects Kryton have undertaken across the globe:
Home plus hypermarket (Korea)
City Center, Las Vegas (USA)
Marina Bay Sands Integrated Resort, Singapore
Riverfront Residences, Napa (USA)
Kiaora Lands Redevelopment, Woollahra (Australia)
World Trade Center - below grade repairs, New York (USA)
Briardale Gardens, London (England)
Gibson Square, North York (Canada)
Jameson House, Vancouver (Canada)
St. Patrick‟s Church, Ballyshannon (Ireland)
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Bloomberg Server Building, New York (USA)
Tanah Jambu Housing Project, Bandar Seri Begawan (Brunei)
Tung Ho Steel Plant, Taoyuan County (Taiwan)
Te Raukura Building, Wellington (New Zealand)
Plaza Carso, Mexico City (Mexico)
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OBJECTIVE OF THE PROJECT
Primary objective:
The primary objective of this project is to gather data about the
waterproofing products that are being used in various ongoing projects in
Mumbai and from this data, analyze and determine the most critical
factors that are taken into consideration while the selection of a particular
brand or agency for waterproofing the structure.
Secondary objective:
The secondary objective of this project is to make the developers and
contractors aware of Kryton as a brand and making a sales pitch along
with the collection of data. Another objective is to generate leads and get
to know the details about the prospective clients and potential customers.
Scope and Coverage:
This project is confined to the city of Mumbai and is trying to retrieve and
analyze the data collected to present a realistic and futuristic result for the
company Kryton, which would help it to better understand the consumer
psychology and configure its marketing approach in this region.
The project also answers the questions like who the major players in the
waterproofing market in Mumbai and which brand is the biggest
competition to Kryton in terms of the customer base, sales volume and
revenue generation.
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RESEARCH DATA AND ANALYSIS
A survey was carried out where as the researcher, I went to a number of
major construction sites across Mumbai and asked the project supervisors
to fill up the survey. The questions used in the survey are:
Name of the project
Project location
Promoter or Developer of the project
Construction contractor
Area of waterproofing
Type of waterproofing
Brand of waterproofing used
Waterproofing agency
Price (if allowed to disclose)
Contact details
Following are the responses to the survey:
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GRAPHICAL REPRESENTATION
38%
35%
6%
21%
Brand Distribution in percentage
Sunanda
Dr. Fixit
Roff
Other Brands
27 25
4
15
Sunanda Dr. Fixit Roff Other Brands
Brand Distribution in Numbers
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OBSERVATIONS AND RECOMMENDATIONS
OBSERVATIONS:
After getting an intricate and a hands-on experience by interacting with
the project managers of the various construction projects throughout the
city, these are a few observations I have made that might help the
company strengthen its customer base in Mumbai. Please note that these
are solely my observations and may very well differ from reality.
To begin with, I collected data from a couple of project sites where
they were using Kryton products along with other waterproofing
brands‟ products and yet when I told them that I am doing my
internship with this firm, they seemed to not recollect it for some
reason. In my view, this could be because we are competing with
more “well-known” and advertised brands like Pidilite‟s Dr. Fixit.
The brand „Sunanda‟ seems to be the most popular one among the
contractors and developers in and around Mumbai as I found it to be
the one most of the respondents used for waterproofing.
Membrane type of waterproofing is preferred over crystalline one as
it was the second-most common type of waterproofing technique used
after the conventional brickbat type.
During the course of data collection, I asked a lot of the concerned
site personnel or the project managers as to what is the single most
critical factor that is taken into consideration while selecting the
brand of waterproofing. While most of them replied durability or a
leak-proof structure, I found that a majority of them were just opting
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for the ones that were the most cost-effective or rather the one that
incurred fewer costs.
To add to this, I also had a conversation with one of the top personnel
of a contractor group, regarding the point of contact that needs to be
approached in order to make a sales pitch of the product. I found, not
only from him but also from a couple of more sources that the
decision of the brand selection is mostly taken by the developers
themselves and not the contractors. Using this, we can focus our
attention a little more towards the developers than the contractors.
RECOMMENDATIONS:
From the above observations, these are a few recommendations that I feel
can help the company do even better. Again, these recommendations are
completely an individual view.
To catch the eye of people, can make use of hoardings, posters and
flyers at a construction site where our product is being used.
I really feel that the firm is understaffed when it comes to a place as
big as Mumbai. Maybe with the help of some more manpower,
Kryton can achieve growth rates like never before as Mumbai is
certainly as big a market as Delhi NCR is, if not bigger.
Can try and get into a contract with a developer where they use only
Kryton‟s products for the specified duration in return for lower than
market prices.
As I mentioned before, awareness needs to be created as the managers
themselves aren‟t aware whenever they are using Kryton‟s products
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in their respective projects. If they themselves are not aware, the word
of mouth factor doesn‟t really come into the picture.
Kryton can form an alliance with a popular cement brand such that
the product is promoted and used wherever that particular brand of
cement is used at a certain discount or at a price slightly less than that
in the market.
Lastly, the company can try to maybe open exclusive retail outlets
with live demonstration of how the product works. Or increasing the
number of applicators of the product.
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CHALLENGES FACED AND LIMITATIONS
No research is ever perfect. There are bound to be some limitations either
on the part of the researcher or the respondent. These are a few limitations
I faced during the course of my internship.
My limited knowledge about the technicalities of the waterproofing
technology offered by Kryton. While describing the salient
characteristics of the firm and the product, it caused problems when
technical questions were asked.
One of the major drawbacks I faced was my limited knowledge of
Mumbai and its routes. When I could‟ve completed more meetings
had I been familiar with the place, I was restricted to a few by the
lack of familiarity of mine with the place.
To some respondents, I had a hard time convincing that what I was
asking them to do was a part of a research and not trying to force
something down their throat.
A majority of my time was spent waiting for an appointment to meet
the concerned person when I could‟ve completed 2 more meetings in
that time frame given how less time a survey filling took.
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BIBLIOGRAPHY
http://www.kryton.com
http://www.nbmcw.com/articles/waterproofing-construction-
chemicals/22754-waterproofing-chemicals-systems-and-
products.html
Images taken from http://images.google.com
http://www.wikipedia.org
http://www.concretenetwork.com
http://www.waterproof-concrete.co.uk
http://cecr.in/Books/2013/Oct2013/Oct13.html#/78
http://cecr.in/Books/2013/Nov2013/Nov13.html
http://cecr.in/Books/2013/Dec2013/Dec13.html
http://cecr.in/Books/2014/April2014/Apr2014.html
http://www.cecr.in/Books/2014/May2014/May2014.html#/92
http://www.cecr.in/Books/2014/June2014/Jun2014.html#/70
http://www.fmb.org.uk/mb/2013-04/index.html