Marketing Analysis of ToTo limited

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Under the Guidance of:

Mr. Saket Sinha

Area Manager, Toto

Submitted By

Ravindra kumar singh

~3~

INSTITUIONALCERTIFICATE

ThisistocertifythatthisprojectentitledhasbeencarriedoutAnalysisonBrandperceptionandmarketmappingofTOTOltd.byMr.Ravindrakumarsingh,Regno.35080485,astudentofManagementofBusinessApplicationwithspecializationinMARKETING,session20082010ofSRM,Schoolofmanagement,kattankulathur,Chennai.

ItisalsocertifiedthatthisprojecthasnotbeensubmittedanywhereelsefortheawardofManagementofBusinessApplication.

Dr.JaishreeSuresh

Prof.S.ArunKumar(Dean)(ProjectGuide)

~4~

BONAFIDE CERTIFICATE

Certified that this project titled "Analysis on Brand perception and market mapping of TOTO ltd.. is a bonafide work of Mr.RAVINDRA KUMAR SINGH (Reg no:-35080485) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the guide: Signature of HOD:

Signature of the External Examiner:

~5~

ABSTRACT

This project is a study about the customer awareness towards sanitary wares of

TOTO ltd. The study helps to find new target groups, which may help the

improvement in performance of the customer.

The findings have been that there is no significant relationship between the

aforementioned hypotheses. There is also relation between the educational

qualification of the respondents and the awareness towards Sanitary wares

The respondents are willing to take moderate risk while competition iz very

high amongst sanitary wares. The overall picture states most of the respondents

doesn't have the complete knowledge about the sanitary wares market . So the

customer should be educated about the sanitary wares market.

There is also difficulty for the respondents to monitor the market regularly

which many of the respondents are not willing to do. So the company should

create awareness of sanitary wares and winning the confidence of the customer.

~6~

ACKNOWLEDGMENT

It iswithdeepgratitude,thatwewould liketoexpressoursincerethanksto

Mr.SaketSinha,AreaManager,(East)Totoltd.asanitarywarecompanyand

Mr. sanjay arora. ManagerBusiness Development, for giving us the

opportunitytopursueourproject inthisreputedorganizationandtoprovide

usarealmarketoverviewwhichhelpedustounderstandthemarketinareal

way and also helping us by visiting the market once with us. We are also

thankful to each and every people of TOTO Ltd. Who have supported us

throughout our project work and helped us at each and every step for its

successfulcompletion.

IwishtoconveymydeepsenseofgratitudetomyprojectguideProf.S.Arunkumar

withouthiskindcooperationmyprojectreportwouldnotbeinsuchashape.Iam

fortunatetohaveanopportunitytostudyunderhisableguidance.

Lastbutnotthe least,wearealsothankfultoourparentsandallourfriends

and collegues who have been a constant source of inspiration during the

projectworkand toall thosewhohave inspiredmeall theway throughmy

projectwork.

Ravindra kumar singh

~7~

CONTENTS

Chapter Topic Page No.

List of Table and Charts 7

1. Introduction

1.1 Outline of the project 5

1.1.1 Preface 10

1.1.2 Objective 11

1.1.3 Research Methodology 12

1.1.4 Research process 13

1.1.5Market research 15

1.1.6 Sample Design 16

1.1.7 Limitation 17

1.2 Company profile 18

. 1.2.1 Corporate Value 19

1.2.2 TOTO Mission 12-14

1.2.3 Manufacturing Base 22-23

1.2.4 Distribution channel 24-25

2. Data Analysis and Interpretation 26-39

2.1 Tables & Figures 27-39

2.2 Statistical Tools 40

2.2.1 Weighted Average 41-42

2.2.2 ANOVA 43

3 Summary and Conclusion 43

3.1 Facts and Findings 45

3.2 SWOT Analysis 46-47

3.3 Suggestion and Recommendations 48

4 Questionnaire 49-56

4.1 Questionnaire for Dealer 50-52

4.2Questionnaire for Architects/Builder 53-56

5 Bibliography 57

6 Annexure 58-69

~8~

~9~

LIST OF TABLE AND CHARTS

Tables and Charts: Page No.

1. Brand Awareness among dealers 27 2. Brand Awareness among Architectures/Builder 28 3. Brand awareness among Hotels 29 4. Demand of different brands 30 5. Perception of brand TOTO 31 6. Class of Customer for TOTO Product 32 7. Parameters of Preference of different brands 33

7.1 Parry ware 34 7.2 Hind ware 35 7.3 TOTO 36 7.4 Other Brand 37

8. Investment in promotional activities 38 9. Percentage of counter coverage of different Brands 39 10. Grading of Dealers in Kolkata. 40

~10~

CHAPTER-1

INTRODUCTION

~11~

PREFACE

Indian industries are waking up to the challenges thrown by the market economy. To survive

in the highly competitive market, managers are being pressurized to improve the quality,

sales, market share, cutting the cost and increase productivity.

With the liberalization and globalization the economy has opened up almost in each and

every sector. The companies are working hard to survive in the market and for the companies

are forced to bring better and differentiated product in the market. The companies are

following aggressive strategies for having a competitive edge in the market.

The advertisement has become and important tool for attracting the customers towards the

product. The advertisement has become a source of information in todays scenario. The buzz

word of todays scenario is customer delight and the advertisement has shifted from

showing the USP i.e. unique selling preposition to ESP i.e. emotional selling preposition.

A need for knowing brand perception is much for designing the proper marketing mix. The

different steps are being taken to improve the product line so that the product can be made

available to the customers according to their needs. The companies are trying to cater the

need of each and every customer and hence they are coming up with differentiated products

and different promotional schemes so as to pull the customers towards them and are trying

desperately for capturing the market share.

~12~

OBJECTIVES

1. Toto is a well known company all over the world but is a late entrant in India i.e. in

2000. Therefore our 1st objective was to know the brand awareness of the brand

TOTO and its perception among the dealers, builders, architect and other concerned

parties.

2. Our 2nd objective was to create brand awareness about the brand Toto.

3. Since Toto is a product of premium quality which can be affordable to big projects

and premium hotels, therefore our objective was to locate those projects and hotels

where Toto can be used.

4. Our fourth objective was to locate the potential dealers who are capable as well as

willing to take the dealership of Toto so that the company can increase its number of

outlets.

5. To create awareness about its soon to open showroom at TOPSIA and also about its

distribution channels in Kolkata.

6. To find out the various promotion techniques and procedures used by its national and

international competitors.

7. To find out the brands with which TOTO has to compete in the Kolkata market and

also to ascertain the scope of TOTO in this region.

~13~

RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. When we talk

of research methodology we not only talk of the research methods but also consider the logic

behind the methods we use in the context of our research studies and explain why we arent

using the method so that research results are capable of being evaluated either by the

researcher himself or by others. The purpose of this section is to describe the methodology

carried out to complete the work. The methodology plays a dominant role in any research

work.

RESEARCH PROCESS

Review the literature

Formulate hypotheses

~14~

Design Research (including sample design)

Collection of data (execution)

Analyze the data

Interpret and report

~15~

MARKETING RESEARCH

Marketing Research is the function that links the consumer, customer and public to the

marketer through information- information used to identify and define market opportunities

and problems; generate, refine and evaluate marketing actions; monitors marketing

performance; and improve understanding of marketing as a process.

There are different marketing tools for conducting the marketing research; with the help of

these a researcher can know the actual scene of the market place. Therefore, with this

information he can plan different strategies to capture the market. This information gives the

company the correct picture of its products in the market.

As for the program to be a success, we had to gather the information regarding the projects

that were being under construction and would be completed in a year or two. For this We had

to visit the sites where the construction were going on and had to gather information like the

name of the project, the architect, the completion level of the sites and had to talk with

people regarding the awareness and requirement level of the brand.

All these information helped us to find out the amount of demand of the product in the

market. As the project study was concerned with the institutional sales only henceforth we

had only to cover the builders and designers, the malls and other big sites like all five and

four stars hotels that were building up in the regions of Kolkata.

~16~

SAMPLE DESIGN

DATA Primary & Secondary data

RESEARCH DESIGN Exploratory & Descriptive research design.

FORMAT OF DESIGN Unstructured form

TYPES OF QUESTIONNAIRES Open & Close ended

SAMPLE SIZE 186

PERIOD OF COMPLETION 10th March to 5th May

AREA COVERED Kolkata

~17~

LIMITATION

1. We do not have any list of the dealers, therefore we have to travel a lot in locating the

dealers and that consumed more time also.

2. The chances of missing some of the dealers cannot be avoided.

3. Some of the dealers were defensive and did not respond to us.

4. Some of the dealers were not ready to give full information, therefore the data may

vary.

5. In case of builders and architects, we found difficulty in getting the appointment

because of absence of proper documents and Brochure of the company.

6. The builders and architects were very possessive about their current and upcoming

projects, so most of them did not reveal about their projects.

7. The database of architects and builders that we were having was not updated and

some address and contact number were changed, therefore we got problem in

contacting them.

8. In east and north kolkata we had to face the communication problem.

9. Many architects and builders also turned down our request for appointment because of

their unavailability and other such reasons, so we were unable to cover all the builders

and architects.

10. In some cases we had to visit 2-3 times at the same site to meet the concerned person

because of their unavailability which consumed our time.

11. Heavy rain and road blocks also affected our work.

~18~

COMPANY PROFILE

INTRODUCTION-

TOTO Ltd. was founded in 1917 as a manufacturer of ceramic TOTO Ltd., with it's expanded corporate vision is poised to move forward and provide products as well as services to improve the cleanliness, comfort and convenience of residential and non-residential spaces. TOTO Ltd. is also a company that is devoted to enhancing our lifestyle while preserving the purity of our environment.

1917 TOTO Ltd. established as Japans first manufacturer of vitreous china ware.

1920 TOTO Ltd. builds Japans first Tunnel Kiln.

1937 TOTO Ltd. begins manufacturing sanitary ware at Chigasaki Plant.

1946 TOTO Ltd. begins manufacturing faucets and metal fittings.

1958 TOTO Ltd. begins manufacturing FRP bathtubs.

1970 TOTO Ltd. develops Aqua-Electronics and begins manufacturing cast-iron bathtubs.

1971 The TOTO Ginza Pavilion showroom is constructed in Tokyo.

1977 P.T. SURYA TOTO INDONESIA joint venture in Indonesia is established.

1980 ROYAL TOTO METAL CO. LTD. joint venture in Korea is established.

1987 Established joint venture with KELIM TOTO CO. LTD. in Korea and The SIAM SANITARY FITTINGS CO.LTD. in Thailand.

1988 TAIWAN TOTO CO. LTD. joint venture in Taiwan is established.

1990 TOTO KIKI U.S.A. INC. is established as a sales base for the U.S. Market.

1994 BEIJING TOTO CO. LTD. joint venture in China is established.

1996 TOTO Marrow plant is established in Georgian; TOTO USA INC. relocates corporate headquarters to Atlanta, Georgia.

~19~

CORPORATE VALUE-

When the founder and first president of TOTO, Kazuchika Okura, launched the company in

1917, he expressed corporate values as follows: The Company will take a service-minded

approach toward contributing to the improvement of the cultural life of customers, and will

be united in efforts to contribute to community. No matter how the times change, the TOTO

corporate values remain constant and continue to form the bedrock of our operations.

TOTO MISSION

Living Environment Business. This is the corporate mission that TOTO is conveying to

everyone in each area. Moreover, The Company continued to conduct research and

development based upon the knowledge and experience gained through the water circulation

business, and the field is now expanding past the daily living space of the home, to cities and

to the world.

KIZUNA PLAN

The proposes new lifestyles over and above customer expectations, and deepen bonds with

customers throughout their lives.

RAKU AND RAKU PLAN

It increases the amount of living space which customers in any situation will find easy and

pleasant to use, not only in the home but throughout towns as well.

CLEAN TOWN PLAN

The company conserve the environment, not only during the course of manufacturing the

products, but through the use of products themselves.

By achieving the three plans described above, TOTO is trying to grow as a Living

Environment Business. The company will distribute the fruits of this growth to customers of

Toto, their partner enterprises, shareholders, employees, and community.

~20~

Q.A.S

In order to provide products and services that satisfy the customer, The company make

efforts to assure quality control at every stage in the process, from product planning and

development through delivery, through a total quality management system that is based upon

ISO 9001. It strive in particular to ensure the safety of products, and conduct thorough

deliberations through Product Safety Review (PSR) structure

QUALITY ISSUE

Product safety receives the highest priority during the development and manufacturing

process at TOTO. In the unlikely event that a major quality issue due to a product flaw that

might affect customer safety, or even when such a possibility is foreseen, the concern for

customer safety supersedes all other considerations. We take measures to ensure safe usage

by immediately serving notice in newspapers, at our website, and in other venues.

AFTER SALES SERVICE

It is the issue where the company cares a lot so as to provide even greater customer

satisfaction. The company provide repair services 365 days a year, and also make house calls,

and are continuing to build a network to provide peace of mind to customers using

different products of Toto.

~21~

PRINCIPAL SUBSIDIARIES

TOTO Kiki (H.K.) Ltd. (Hong Kong); TOTO U.S.A., Inc.; TOTO Kiki U.S.A., Inc.; TOTO

(China) Co., Ltd.; Royal TOTO Metal Co., Ltd. (South Korea); Kelim TOTO Co., Ltd.

(South Korea); Taiwan TOTO Co., Ltd.; Nanjing TOTO Co., Ltd. (China); TOTO Dalian

Co., Ltd. (China); Beijing TOTO Co., Ltd. (China); TOTO Beijing Co., Ltd. (China); TOTO

Shanghai Co., Ltd. (China); Siam Mariwasa TOTO, Inc. (Philippines); The Siam Sanitary

Fittings Co., Ltd. (Thailand); Siam Sanitary Ware Co., Ltd. (Thailand); TOTOKIKI

(Malaysia) Sdn. Bhd.; P.T. Surya TOTO Indonesia; TOTO Industries (Atlanta), Inc. (U.S.A.);

Bulthaup GmbH & Co. (Germany).

MANUFACTURING BASES

TOTO U.S.A., INC.

Morrow Plant 1155 Southern Rd.,Morrow,GA 30260 U.S.A. Lakewood Plant 1800 Murphy Ave.,S.W.Atlanta,GA 30310 U.S.A. Faiburn Plant 7700 Spence Road Fairburn, GA 30213 U.S.A. Ontario Plant 5351 East Jurupa St. Ontario, CA 91761 U.S.A.

~22~

SOME OF ITS PRODUCTS ARE MENTIONED BELOW:

One piece toilets. Bidets. Urinals. Urinal sensor Hush valve. Thermostats. Bath & shower set. Single lever bath& shower Mixer & bath spout set Basin hand set Bath spout Shower tower

~23~

IMPORTANT FACTS ABOUT TOTO

It is late entrant in eastern region. Its distributor in eastern region is multiwyn design tiles

pvt. Ltd. Its show room is coming in Topsiya, opposite Bengal Ambuja housing complex,

near steel junction.

How the product of Toto is different from other products?

Toto tests its each and every product and applies census whereas other companies follows the

sampling procedure for the testing of their product.

Each & every product of Toto has 5 to 10 years guarantee as well as warranty.

Its censor is on the tip of the faucets so there is no problem of censoring.

In aqua auto faucets there is turbine which is produce electricity with the help of water

pressure. Due to which durability of the battery increases & consumption of electricity

decreases.

Its expenditure in r& d. is half of the sanitary turn over of India.

On same time one can use hand shower as well as bath shower.

There are three layers of chrome coating so shining of the faucet is of very high quality.

DISTRIBUTION CHANNELS

Its distribution channel is in 29 countries.

1.TOTO U.S.A., INC. Manufacture and sales of sanitary ware and sales of advanced ceramic products in the United States a. New York Office b. Orange office c. San Mateo Office d. Morrow Plant e. Lakewood Plant f. Fairburn Distribution & Assembly Plant g. Ontario Disturibution & Assembly Plant 2. TOTO (H.K.)LTD. Manufacture and sale of TOTO products in Hong Kong and southern China 3. TOTO (CHINA) CO.,LTD. Manufacture and sale of TOTO products in China h. Shanghai Sales Office i. Guangzhou Sales Office j. Choungqing Sales Office k. Xiamen Office 4. NANJING TOTO CO., LTD. Manufacture and enameled cast- iron and acrylic bathtubs 5. TOTO DALIAN CO., LTD. Manufacture of faucets 6. BEIJING TOTO CO., LTD. Manufacture of sanitary ware 7. TOTO (BEIJING) CO., LTD. Manufacture of sanitary ware 8. TOTO (SHANGHAI) CO., LTD. Manufacture of sanitary equipment-related products 9. TOTO EASTCHINA Co., LTD. Manufacture of sanitary ware 11. TOTO (GUANGZHOU) Co., LTD. Manufacture of sanitary equipment-related products

~24~

13. TAIWAN TOTO CO., LTD. Manufacture and sale of sanitary ware l. Miaoli Plant 14. TOTO KOREA LTD. Sales of sanitary ware 17. TOTO Singapore Branch Sales of TOTO products 19. TOTO VIETNAM CO., LTD. Manufacture and sale of sanitary ware n. Hanoi Branch 20. SIAM SANITARY WARE CO., LTD. Manufacture and sale of sanitary ware 21. THE SIAM SANITARY FITTINGS CO., LTD. Manufacture of faucets 22. TOTO WASHLET (MALAYSIA) SDN. BHD. Manufacture of Washlets 23. P. T. SURYA TOTO INDONESIA Manufacture and sale of sanitary ware and faucets 24. TOTO LTD. New Delhi Liaison Office Sales of TOTO Products 26. TOTO Dubai Representative office Sales of TOTO Products 27. VORETO PLUMBING TECHNOLOGY CO.,LTD Manufacture of sanitary equipment-related products 28. TOTO BANGKOK Representative office Sales of TOTO Products 29. TOTO SANITARIOS DE MEXICO S.A.DE C.V

~25~

~26~

CHAPTER 2

DATA INTERPRETATION

&

ANALYSIS

DATA INTERPRETATION AND ANALYSIS

Table-1

BRAND AWARENESS AMONG DEALERS

Brand Awareness No Of Respondents (%)

Aware 19

Not Aware 81

TOTAL 100

CHART-1

BRAND AWARENESS AMONG DEALERS

aware19%

not aware81%

awarenot aware

INTERPRETATION- As per the graph, out of 140 dealers only 26 i.e 19% are aware about the brand Toto.

~27~

BRAND AWARENESS AMONG ARCHITECTURES/BUILDER

Table-2

~28~


Aware 41

Not Aware 59

TOTAL 100

CHART-2

BRAND AWARENESS AMONG ARCHITECTS/BUILDERS

Aware41%

not aware59%

Awarenot aware

INTERPRETATION- As per the graph, out of 32 Architects and Builders only 13 i.e 41% are aware about the brand Toto.

BRAND AWARENESS AMONG HOTELS

Table-3


Aware 43

Not Aware 57

TOTAL 100

CHART-3

BRAND AWARENESS AMONG HOTELS

aware43%

not aware57%

awarenot aware

INTERPRETATION- As per the graph, out of 14 hotels only 6 i.e 43% are aware about the brand Toto.

~29~

DEMAND OF DIFFERENT BRANDS

Table-4

Demand of Brands No Of Respondents (%)

Parry ware 33

Hindware 26

Kohlar 14

TOTO 11

Others 16

TOTAL 100

CHART-4

DEMAND OF DIFFERENT BRANDS

P/W33%

H/W26%

KOHLAR14%

TOTO11%

OTHERS16% P/W

H/WKOHLARTOTOOTHERS

INTERPRETATION- As per the graph, regarding the demand of different brands in the

market of Kolkata,out of 186 samples, Parryware, Hindware, Kohler, Toto and others are

having demand of 60,49,26,21 and 30 respectively.

~30~

PERCEPTION OF BRAND TOTO

Table-5

CHART-5

Classification of Brand No Of Respondents (%)

Old established 7

Highly expensive 23

Affordable 3

For special class 67

TOTAL 100

PERCEPTION OF THE BRAND TOTO

old established

7% highly expensive

23%

affordable3%for special

class67%

old establishedhighly expensiveaffordablefor special class

INTERPRETATION- As per the graph, the perception of TOTO as Highly expensive

product is 42(23%), affordable is 5(3%), for special class is 126 (67%) and old established

brand is 13(7%).

~31~

CL

INTERpeople product

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igher Class

pper Class

iddle Class

All

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erclass

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er the graph f people,25%

Upperclass

35

Class

~32~

OR TOTO

Table-6

CHART-6

it is mentio% of middle

Middl

ofCust

O PRODUUCT

No oof Respond

10

35

25

30

100

dent (%)

6

oned that oue class of pe

eclass

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ut of 100%, eople prefer

Allclass

30

35% upperr the TOTO

r classes O

PARAMETERS OF PREFERENCE OF DIFFERENT BRANDS PARRYWARE

Table-7.1

CHART-7.1

Aspects of Parry ware No Of Respondents (%)

Quality 28

Price 25

Availability 18

Relationship with dealer 17

Product Range 12

TOTAL 100

PARRYWARE

quality28%

price25%

availability18%

relationship with dealers

17%

product range12%

quality

price

availability

relationship withdealersproduct range

INTERPRETATION- As per the graph, in Parryware out of 186 sample size 52 samples

pays more preference to quality.

~33~

~34~

HINDWARE

Table-7.2

CHART-7.2

INTERPRETATION- As per the graph, in Hindware out of 186 sample size 48 samples

pays more preference to relationship with dealers.

Aspects of Hindware No Of Respondents (%)

Quality 16

Price 26

Availability 18

Rela aler tionship with de 25

Product Range 15

TOTAL 100

HINDWARE

quality16%

price26%

availability18%


25%

product range15%

quality

price

availability


TOTO

Table-7.3

~35~

CHART-7.3

INTERPRETATION- As per the graph, in Toto quality is the most important parameter

which is mostly preferred i.e. 22 out of 45 sam les.

Aspects of TOTO No Of Respondents (%)

Quality 49

Price 20

Availability 0


Product Range 7

TOTAL 100

TOTO

quality49%

price20%

availability0%


24%

product range7%

quality

price

availability


p

~36~

OTHERS BRANDS

Table-7.4

CHART-7.4

mple size 68 samples prefer other

roducts because of its price in the market.

Aspects of other brands No Of Respondents (%)

Quality 12

Price 36

Availability 18


Product Range 11

TOTAL 100

INTERPRETATION- As per the graph, out of 186 sa

OTHER BRANDS

quality12%

price36%

availability18%


23%

product range11%

quality

price

availability


p

~37~

INVESTMENT IN PR ONAL ACTIVITIESOMOTI

Table-8

CHART-8

PRETATION- As per the graph, we can see that Parry wares investment in

romotional activities is highest i.e. 78 out of 186 followed by Hindware in comparison to

Toto.

Promotional Activities done by No Of Respondents (%) brands

Parry ware 43

Hindware 38

Kohlar 6

TOTO 0

Others 13

TOTAL 100

INTER

p

INVESTMENT IN PROMOTIONAL ACTIVITIES

PARRYWARE

43%

HINDWARE38%

TOTO0%

KOHLER6%

OTHERS13%

PARRYWAREHINDWARETOTOKOHLEROTHERS

~38~

PERCENTAGE OF COUNTER C AGE OF DIFFERENT BRANDSOVER

Table-9

CHART-9

rs are 38

ut of 186 and Parry ware is covering most of the counter in the market of Kolkata.

Market share of brands No Of Respondents (%)

Parry ware 34

Hindware 27

Kohlar 8

TOTO 4

Others 27

TOTAL 100

INTERPRETATION- As per the graph, the counter coverage of Hindware and othe

PERCENTAGE OF COUNTER COVERAGE OF DIFFERENT BRANDS

P/W34%

H/W27%TOTO

4%

KOHLER8%

OTHERS27%

P/WH/WTOTOKOHLEROTHERS

o

GRADING OF DEALERS IN KOLKATA

Table-10

Grades No Of Respondents (%)

A 18

B 34

C 48

TOTAL 100

CHART-10

GRADING OF DEALERS IN KOLKATA

A GRADE18%

B GRADE34%

C GRADE48%

A GRADEB GRADEC GRADE

INTERPRETATION- As per the graph, out of 140 samples of dealers in Kolkata, dealers of

Grade A is 25, Grade B is 48 and Grade C is 67.

~39~

STATISTICAL TOOLS

ANALYSIS OF DEMAND OF DIFFERENT BRANDS FROM CUSTOMERS USING

WEIGHTED AVERAGE METHOD

Weights

-------------

Attributes

RANK I

RANK II

RANK III

RANK IV

RANK V

Mean

score

Weighted

Average

Rank

Parry ware 33 x5 12 x4 15 x3 25 x2 15 x1 323 3.23 1

Hindware 26 x5 15 x4 28 x3 7 x2 24 x1 273 2.73 3

Kohlar 14 x5 33 x4 20 x3 18 x2 15 x1 298 2.98 2

TOTO 11 x5 25 x4 25 x3 28 x2 11 x1 267 2.67 4

Others 16 x5 15 x4 12 x3 22 x2 35 x1 264 2.64 5

Inference: From the above table it is clear that brand Parryware is ranked first, Kohlar and

Hindware which is ranked second and third respectively, it means customers demanded

Parryware mostly.

~40~

~41~

ANALYSIS OF CLASS OF CUSTOMER AND MARKET SHARE OF DIFFERENT BRANDS

ANNOVA

Higher class Upper class Middle class All class

Parry ware 5 18 10 1

Hind ware 3 12 8 4

Kohlar 2 2 4 0

TOTO 0 1 1 2

Others 0 2 2 23

H1-Class of customer are depend on market share.

H0-class of customer are independent on market share.

Xij Ti ni Ti/ni xij

Higher class 3 1 0 -2 -2 0 5 0 18

Upper class 16 10 0 -1 0 25 5 125 357

Middle class 8 6 2 -1 0 15 5 45 105

All class

-1 2 -2 0 21 20 5 80 450

T=60 N=20 250 930

Xij=Xij-2

Q= (Xij) - T/N

Q=930 3600/20

Q=750

Q = (Ti/ni) -T/N

~42~

Q = 250-3600/20

Q =70

Q =Q - Q

Q =750-70

Q = 680

~43~

ANNOVA TABLE

Source of Variation

Sum of Square Degree of freedom

Mean square Variance Ratio

Between samples

Q=70 h-1=4-1

=3

Q/h-1=70/3

=23.33

F=Q/N-h/Q/h-1

=42.50/23.33

=1.82

Within Sample Q=680 N-h=20-4

=16

Q/N-h =680/16=42.5

Total Q=750 N-1=20-1

=19

Calculated F value = 1.82

Tabulated F value at = 5%

F5%(16,3)= 3.2389

Calculated F-Value< Tabulated F- value

INTERFERENCE:

The Calculated value is 1.82 of F is less than the table value 3.2389, hence we accept th null hypothesis Ho at 5% level of significant and concluded that there is no relationship between class of customer and market share.

~44~

CHAPTER 3 SUMMARY

& CONCLUSIONS

~45~

FACTS AND FINDINGS

We have come across some fruitful facts and findings, during our survey which are as

follows.

1. As Toto is new entrant in the Indian market so the awareness level is less except few

dealers and architects who were aware about the product to some extent.

2. Toto is not following the promotional strategies as compared to its competitors so the

company is unable to position its product properly.

3. The pricing of Totos product is much higher than its competitors which another

reason for its less demand.

4. Dealers and architects are not satisfied with the supply of Totos product.

5. Unavailability of price list, catalogue and other such documents are some issues

which were required by dealers and architects.

6. Architects are interested in the company thus the company should be in contact with

them.

7. Central and East Kolkata are two developing regions where the company should

concentrate.

8. Dealers and architects are willing to see the samples of the product.

9. The breakthroughs made by TOTO in the field of technology can attract different

reputed hotels which are looking forward for their renovations.

~46~

S.W.O.T ANALYSIS

In order to get a good overview about the market trend and scenario general analysis is not

enough, so we have also done a SWOT analysis.

COMPANYS STRENGTH

Under mentioned are some strength of Toto, which could help it to achieve its target.

Companys concentration on niche marketing. Latest technology and several breakthroughs in the field of technology. Maximum investment in Research and Development. Reputation of the company as a multinational enables it to create a good image. Companys through effort in customer satisfaction. Companys entrance in many reputed hotels like ITC Sonar Bangle, Hotel Grand

Oberoi and public places like Forum.

Availity of good range of bathroom fittings and accessories under one umbrella. Companys huge distribution network worldwide which will help it to spread its

product.

OPPOURTUNITIES

There are some oppournities which the company shows avail in order to get maximum

benefit.

Rapid growth in the sanitary ware market especially in the east and central kolkata. People are ready to pay price for good quality product. Not many international competitors except Kohler which would give it a stiff

competition.

Many ongoing and upcoming potential projects in the city. People generally prefer that product which they are well aware of, so Toto can

penetrate the market with some effort.

Hotels, architects and other such concerned persons are always looking forward for an advanced technology which is an expertise area of Toto.

~47~

WEAKNESS

The company is also having some weaknesses which might be the reason for companys less

growth in this region.

The company is not having timely supply of its product which hampers its reputation. Unavailability of stock when demanded have raised some barriers in its growth in the

market.

Lack of promotion activities. Less contact with the potential dealers and architects in the city. Unavailability of brochures and cds which is demanded on time to time.

THREATS

Company must be aware of some threats in the market of Kolkata.

People are not willing to buy the expensive products which the company is dealing with.

Company can face stiff competition from the Indian brand as well as local brand. In the Kolkata region buying habit of people is very difficult to change as they stick to

a particular brand.

Lack of marketing and promotional activities which may hamper its growth. Kohler and Roca could snatch some market share of Toto as they are presently doing

well in the market.

~48~

SUGGESTIONS AND RECOMMENDATIONS

1. There should be regular communication between company and customer..

2. POP material i.e. price of product and other important documents should be provided

to the dealers.

3. The problems existing in the market should not be ignored and should be timely

solved.

4. There should not be any problem regarding availability and supply in the market for

that more counters should be captured.

5. The product range displays in the shops should contain the appropriate number of

products i.e. the number of products displayed should be increased in the shop.

6. The company should improve its supply standards to satisfy its customers.

7. The company should invest on promotional activities to create awareness and position

its products in the kolkata market.

8. The dealers are the one to have the direct interaction with the customers, so the

dealers should be motivated to push the products of TOTO.

9. More attention should be paid on print media because; in kolkata region people have a

good reading habit.

10. In its Brochure the company should provide complete details of the company like its

history, technology, products, R&D, members etc.

11. Company should conduct some seminars, and other such community involvement

which will help the company to make its presence in the market.

12. Service Infrastructure and customer care center should be opened.

13. Low range product should be introduced to cater the need and demand of the eastern

market .

~49~

OUR CONTRIBUTION TO THE COMPANY.

Toto is not an ordinary name; it has gained much magnificent achievement in the field of

sanitary wares and technology which makes it a wondrous dream company for many with

which everybody wants to get their name attached. We got this golden opportunity in our

summer training program where we have tried our best to make as contribution.

Besides, under mentioned are some contribution which we think would help the company in

carrying on its operations.

We have delivered our best to create the brand awareness in the market of kolkata about Toto and its product.

We have put our best effort to know what are the loopholes in the imported products and the reasons for the preference of the people for the Indian brands.

We have visited almost every dealer and architects in kolkata region. We have tried to provide all beneficial documents to the dealers and architects related

to our company.

We have also delivered some good recommendations to the company which we think would be beneficial for the company in the near future.

We have provided the necessary informations regarding the concerned persons with whom the company could contact in near future.

Last but not the least; we have created interest in some distributors and builders who were

previously not aware about Toto.

~50~

CHAPTER-4

Questionnaire

~51~

Questionnaire for dealers

Name of the dealer: -

Contact person: -

Address: -

Contact no: -

1 Are you aware of brand Toto?

Yes No

2. In Which brand you currently dealing with?

3. Which brand is more in demand in Kolkata market?

.

4. Why you choose a particular brand?

a) Customer demand b) Margin c) Price d) Quality e) Schemes f) Availability

g) Service h) Others

5. What class of customer generally buy Totos product?

a) Higher class b) Upper class c) Middle d) All

6. Why according to you a customer choose a particular brand?

a. Price b) availability c) attractiveness d) advertisement e) others

7. What do you think about the company Toto?

a) An old established co. b) affordable c) highly expensive

d) A brand for special Class people

8. Do you have any current project?

~52~

Number

Type

Name

9. What type of product requirement is there in these products?

a) Washbasin

b) Bath tubes

c) Urinals

d) Shower evelosur

e) Others

10) Name of the architect/plumbing contractor

Name: -

Contact no: -

11) Do you provide after sales service?

12) Number of staff: -

Area of shop (in square fts.)

Grading of the shop

~53~

Questionnaire for Architects/Builders

Dear Sir,

I am conducting a market marketing mapping for the Toto Company and I

would be very thankful to you, if you devote your prestigious time in filling in

this form.

Name: -

Location: -

1. Have you ever heard about Toto?

a) Yes b) No

2. Do you prefer different brands for different project or selecting the same brand?

a) Different b) same

3. What are the deciding factors before selecting any brand?

a Price

b Durability

c Attractiveness (shape, size, color, others)

d Availability

e Others

~54~

4. Can you tell something about your ongoing project?

a How many projects are you currently dealing with?

1 to 4

More than 4

b. What is the completion time of the projects?.............

c. What kind of projects they are?

o Housing o Hotel o Public institution o Private institution o Others

d What kind of products would you be requiring more while dealing with these Projects?

o Washbasin

o Bathtubs

o Showers

o Urinals

o Others

e) In which brand are you currently dealing in for sanitary ware?

1. Hindware 2. Parryware 3. Toto 4. Kohler 5. Others

~55~

5. No. Of bathrooms status.

Indian style

Western style ..

6. Which sanitary brand you like to prefer more?

a. Parryware b) Hindware c) Toto d) Kohlar e) others

7. What are the reasons to prefer such brands? (1 is for lowest mark & 5 is for highest mark)

P/W H/W Toto Kohlar Others

(a) Quality 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5

(b) Pricing 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5

(c)Product range 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5

(d) Relationship

With dealers 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5

(e) Availability

of stocks 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5s

8. Which brand provides after sales service?

a) Parryware b) Hindware c) Toto d) Kohlar e) others

~56~

9. Which brands have regular update of product?


10. Which brand is doing promotional activity?


11. what the brands should do to do well in the project?

a) More advertisement

b) More discount

c) Quality

d) More concentration on economic range

e) Make the distribution channel effective

f) Having good relationship

~57~

BIBLIOGRAPHY

Consumer behavior : Schiffmans and Kanuk

Research methodology : C.R. Kothari

Marketing Management : Philip Kotler

Websites : www.totoindia.com

www.toto.co.id

www.t

oto.co.jp

www.google.co.in

~58~

ANNEXURE

~59~

BUILDERS/ARCHITECTS

Name of Architect/ Address Brands Contact.

Builder preferred

1) Shiv Rai Nath Bengal Shelter Parryware, Hindware 23377302 Housing Developer Ltd.

BA-2,Salt lake, sec-1

2) Anjan Kr. Dutta Block HA,Plot no.333 Hindware,Jacob 9830246599

Sec-3, Salt lake,Kol-91 Parryware.

3) Ashish Acharya Transformation Group Parryware 23217320

AA-127,Sec-1,saltlake

Kol-64

4) Kalyan Kr. Dey Salt Lake, Sec-3 Cera, Jacob ------------

Kol-91

5) Guru Ch. Das Dr. Lal Mohan Bhattacharya Not Revealed 22440046

Road, Kol-14

6) Sandeep Bose Flat no.-10,12 Rowland rd. Hindware 24758110

Kol-20

7) Gaurav Sanghvi 79, Sambhu nath pandit st, Kohler, Hindware 24556702

Kol-20 Parryware,Cera

8) Debashish Roy FMC Fortuna, 3rd floor Not revealed 22838552

234/3A, AJC Bose rd.

Kol-20

9) Barun Bhattacharya 24B, Park street, Kol-16 Depends on 22292665

demand

10) Sudipta Samajhdar NK Realtors,36/1A Kohler, Parryware 9830014145

~60~

Name of Address Contact Contact Name of

The hotel Person No. The Architect

1) Hotel Camac Near Tapsya. Mr.Jeet 9339192389 ---------------

Plaza police station ( Purchase manager)

Kol-16

2) Hotel Circular 177/A.J.C. Manager 22841533 Not Revealed

Bose road

Kol-14

3) Hotel Rutt Deen 21B Loudan Miss.Kabita 22873340 Not Revealed

street kol-16 kapoor

4) Hotel The Park Park street Mr.kalyan 22295455 Mr. Kalyan

17 park street chakraburtty Chakraburtty

kol-16 (project manager)

5)The Lytton Hotel 14&14/1 sudder Mr. Raju R. 22491872/73/75 Not Revealed

kol-16 street Punwani

(Director)

6)Hotel Oberoi Grand 15-Jawahar Lal Miss. Aprajita 22492323 Not Revealed

Nehru Road Kol-13 (purchase operator)

~61~

7) Hotel Hindustan 235/1 AJC. Bose Mr. Basu Chatterjee 22802323 ------------

international rd. Kol-20 (Chief Engg.)

8) The grand great 1,2,3,old court Mr.Dulal Mukherjee ------------- Mr. Dulal

eastern hotel house street kol-69 Mukherjee

& associates

(28B shakespear

~62~

LIST OF PREMIUM HOTELS



1) Hotel Camac Near Tapsya. Mr.Jeet 9339192389 ---------------

Plaza police station ( Purchase manager)

Kol-16

2) Hotel Circular 177/A.J.C. Manager 22841533 Not Revealed

Bose road

Kol-14

3) Hotel Rutt Deen 21B Loudan Miss.Kabita 22873340 Not Revealed

street kol-16 kapoor

4) Hotel The Park Park street Mr.kalyan 22295455 Mr. Kalyan

17 park street chakraburtty Chakraburtty

kol-16 (project manager)

5)The Lytton Hotel 14&14/1 sudder Mr. Raju R. 22491872/73/75 Not Revealed

kol-16 street Punwani

(Director)

~63~

6)Hotel Oberoi Grand 15-Jawahar Lal Miss. Aprajita 22492323 Not Revealed

Nehru Road Kol-13 (purchase operator)

7) Hotel Hindustan 235/1 AJC. Bose Mr. Basu Chatterjee 22802323 ------------

international rd. Kol-20 (Chief Engg.)

8) The grand great 1,2,3,old court Mr.Dulal Mukherjee ------------- Mr. Dulal

eastern hotel house street kol-69 Mukherjee

& associates

(28B shakespear

sarani kol-17)



9)ThePeerless 12, J.L.Nehru rd. Mr.Goutam 2228-0301 --------------------

Inn kol- 13 Dutta 9836466604

(Administration Manager

~64~

10) ITC Sonar Bangla Salt lake, Mr. Chaudhary ---------------- Not revealed

Mr. Debashish Roy

(Project & Purchase

manager)

11) Resort Ffort Topsia Road Chandan Ghosh 9933025310 -------------

Radisson kolkata (Purchase manager)

12) Hotel Taj Bengal 34-B, Belvedere Souvik Dasgupta 2223-3939 -------------

rd., Alipore Purchase Excecutive

kol-700 027

13) Hotel MBD Airport Road ------------------ ----------- ---------------

Dumdum (under construction; no person available to comment)

Kolkata

~65~

A GRADE DEALER OF KOLKATA

SL.NO. NAME ADDRESS CONTACT NO.

BRANDS DEALING WITH

Remarks

1 Girish kumar Makrana marbles, AA/6, Rajarhat road, kol-59

9231665550 Parryware, Roca

1)Interested in TOTO

2)Asked for CDs and other documents and demanded sampling of product

2 Rishi Hira marbles, Topsia road, kol-46

9831238041 Hindware, Arrow, Coto

1)Had previously dealed with Toto,

2) suggested more marketing and sampling of the product

3 Md.salim Asian sanitary, C.I.T.road, kol-14

9903112390 Parryware, Coto

1) Interested in Toto.

2) Mr. Salim is himself an architect

3) needs sampling

4 Biswanath paul

198, Bose pukur, kol-107 98302240538 Jacquar, Essco

1) Demanded cds and interested in

~66~

visiting showroom.

5 Joyjit Ghose

Calcutta plumbing stores

25, college street , kol-73

22419529,2219-7834

Parryware -----------

6 Mr. Manoj Goenka

Valajee

Sanitary pvt. Ltd21, college street , kol-73

--------------

Parryware, hindware

1) Have demanded for cds and samples

7 Mr. Sanjoy Roy

M.L. Roy 28,college street , kol-73& co

98308 83222 Neycer ,

Parrywre,

Hindware

1) Interested in Toto

2) Need cd and brochure

8 Mr. Subhas

Sain Bros& Associates15,college street , kol-12

22418556/8348&

3292-4399

Parryware,

Hndware,

jaguar,

Essco

1) previously dealed with Toto

2) Shown interest in Toto

9 Mr. Nandan singhania

Shree Shyam Sanitation

41, Eden hospital Road

college street Xing , kol-73

983196451 Parryware,

jaguar

-----------

10 Mr. Prasant Bardia

Geetanjali traders pvt. Ltd. 110,college street , kol-12

-----------------

Parryware.

Arrow jaguar

----------

11 Amit jain

Sanico( India) 4, college street , kol-12

-----------------

Hindware

Ess Ess

MARC

Escco

1) Demanded for Cd and Brochure

12 D.N.. Singha D.N..Singha&Co,College Parryware, ------------

~67~

street 73. ----------------- Jaguar, cera

13 Rohit Sharda 38/b, elgin road(opp- forum)

24862505 Parryware,

kohler


2) Asked to contact later

14 Anand Choudhari

Hindustan distributor,

Chandni metro


Hndware


2) Demanded for Brochure

15 Debashish Pal

J. Tosh sanitation, 112 college street, kol-12

22375747 Parryware,

Hndware,

Neycer, marc

--------------

16 H P Jaiswal Partha sarathi ceramics,

4 college street, kol-12

22416413 Parryware,

Cera

-----------

17 Rajesh Jindal

Jindal Udyag ltd.,

3/2b, college street , kol-12

22199903 Parryware,

Hindware,

jaguar

-------------

18 Deepak Agarwal

Shyam sanitary Emporium, 3 nirmal Chandra street, kol-12

22121928 Parryware,

Hindware,

Simpolo

--------------

19 Pradeep Dokania

10 nirmal Chandra street,

kol-12


Hindware,

1)Has shown interest in Toto and asked for cds and brochure

20 Subhash 15, college street ,kol-12 22418556 Parryware,

Hindware,

Jaguar, Neycer

--------------

~68~

21 Mahindra Karnika, 20. Shakespeare

Sarani, kol-71

32432454,

22821557

Toto,

Hindware

Ess Ess

MARC

Escco

1) Had previously dealed in Toto

2) Not happy by the marketing effort of Toto

22 Subrata Paul S.Pal & bros.

599, diamond harbour road, kol-34

24574998 Parryware,

Hindware,

Lauret

23 Snehashish Guha

Dolphin tiles

337/3a, diamond harbour road, kol-34

24451397 Parryware,

Hindware,

Jaguar,

Kajaria+

24 Shibaji Roy

Subhodeep Roy

M.L.Roy and company

Sanitation pvt. Ltd

188A Rashbehari avenue, kol-29

9903324766

9830788230

Kohler

TOTO

Parryware

1) Dealer of Toto


25. Pradeep Chatterjee

S. roy and company

142 B, S. P. Mukherjee Road, kol-26

2466 8277

2466 1644

Parryware

Hindware

Cera

Jaguar

1) not interested in keeping imported prodoucts.

26. A.N.Dutt M/S. Nritto Lall Dutt

110, College Street

kol-12

2237 0888

6526 2859

Cera, Parryware, Jaguar,

---------

27. Ashok Park Sanitary Emporioum

23/20/3 Gariahat road,

2440 4131 Parryware

Hindware

----------

~69~

kol-29 Nycer

Jaguar

28. Kamal Bhuwalka

Hindusthan Enterprises

47, Rafi Ahmad Kidwai Rd., kol-16

2229 6217

98300 87588

Parryware

Toto

Hidware

1) Suggested more marketing of Toto.

INTRODUCTION-TOTO Ltd. was founded in 1917 as a manufacturer of ceramic TOTO Ltd., with it's expanded corporate vision is poised to move forward and provide products as well as services to improve the cleanliness, comfort and convenience of residential and non-residential spaces. TOTO Ltd. is also a company that is devoted to enhancing our lifestyle while preserving the purity of our environment.QUALITY ISSUEPRINCIPAL SUBSIDIARIES

DATA INTERPRETATIONANALYSISDATA INTERPRETATION AND ANALYSISTable-1BRAND AWARENESS AMONG DEALERS

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