CHAPTER-I

INTRODUCTION

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INTRODUCTION

The project entitled "A study on Consumer Awareness of Super Shelcem

Cement Paints and Vembanad White Cement in Kottayam District” is intended to

find the extent of awareness among consumers in Kottayam District. Cement paint

is a water based paint used for painting buildings both exterior and interior.

In the present scenario of buildings, houses, shopping complexes etc, the

cement paints play a vital role as the consumers seeking for a long lasting paint for

their buildings. In the context of Kerala, the climate condition plays a very

important role in selecting paints as Kerala got a high rate of rainfall for more than

six months in a year. Cement paints which are cheaper than emulsion paints, can

last long even in exteriors of the buildings and can resist the changing climates.

In India most of the cement paints are running in huge losses in spite of

reaching the expected targets. The Travancore Cements Ltd. is one of the companies

where there is no proper implementation and formulation of marketing strategies due

to which the company is facing problems and is in recession period. So in this survey

attempts are been made to find out the drawbacks in companies marketing strategies

and to recommend various measures, which can be adopted in future.

SIGNIFICANCE OF THE STUDY

Super shelcem Cement paint even though having a good reputation in the

market they are facing tough competition with its competitions like Asian and

Berger paints and so on. In addition to these companies the market share is further

diluted by local operations whose number is vast and even lasting on discussing

with marketing manager it was revealed that the sales of Super Shelcem cement

paint have been decreasing. So this study is undertaken to know the consumer

awareness and to make recommendation to increasing the market share at Shelcem

paint. This study is also to identify the parameters which influenced purchase

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decision and to what extent each parameter plays the role factors which influence

the buyers in choice of paints is another analyzing area.

SCOPE OF THE STUDY

The study was conducted in Travancore Cements Ltd,Kotayam District of

Kerala State. This study which is confirmed to mainly relies on primary data col-

lected from the respondents of Kottayam only. The Secondary data like company

profile, market share, organisation chart etc. collected from the company records.

The research study was conducted with the aim to getting information from

the respondents about the quality awareness, availability pricing, distribution

system etc. of Super Shelcem paint. In this study the opinion are collected from

100 customers of Kottayam. The Super shelcem is facing tough competitions in the

Cement paint market. So it is important to the company to understand the actual

reactions of the respondents about the Super shelcem.

The study will help the company to know the market potential and

consumer awareness of Super shelcem Cement paint in Kottayam.

OBJECTIVES OF THE STUDY

To study the different brands of cement paints marketed in Kottayam.

To analyze the usage pattern of Cement paint by the consumers

To study the awareness level of consumers about TCL make Super shelcem

Cement paint and distribution system for the product in Kottayam.

To evaluate the consumers/Dealers opinion about the marketing mix

elements adopted for TCL product Super shelcem.

LIMITATIONS

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1. The time available for interview was very much limited and most of

the respondents seemed to be very busy with their business.

2. Since the Study is conducted only in Kottayam the findings may be

applicable to this place and cannot be generalized as the Standard of

living, educational level, Consumption habits etc. are different from

place to place.

3. Some answers might be dishonest answers or biased because some

respondent left the purchasing decision to the painters.

INDUSTRIAL PROFILE

A house is one's life time ambition and very few can achieve it. It is a place

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of shelter which prevents from natural calamities. Cement comprises the major

portion in building material.

Cement plays a vital role in Indian's economic growth & Prosperity. “Ce-

ment” which literally means a “binding materials” is a grey powder which

becomes hard like a stone on drying.

Problems of Cement Industry: Cement companies of private sector

are passing through crisis. The factors like transportation cost, excise duty, compe-

tition, input cost, retention prices on levy cements etc. adversely affect the industry

a great extent.

Power : Power shortage is one single biggest cause of loss in

cement production.

Coal : Apart from the availability and supply of coal the

main problem is leading varying quality.

Financial Problem : Most of the financial institutions advance loans to

the inputs based on the performance of the previous

year. Thus becomes more difficult to mobile

resources.

Transportation : Market is separated over vast area and the cement

plants the mostly located in the hinder lands.

Market set up of Cement paint

Today marketing environment is highly competitive. There are too many

products having a few customers. All the producers are trying to expand their

market share and outscore competition in quality, range of colours, effective

distribution, innovations, package etc. Finally the companies that best satisfy their

customer will be winner. In India paint Industry is highly competitive and well

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equipped with latest technology.

PAINT INDUSTRY IN INDIA

The paint industry has been fluctuating fortunes in recent yeas. Out of 22

units in organized sector, only 6 units are able to secure reasonable profit. Yet

there is waste scope for the growth of the paint in the view of the increasing

industrial and housing activities. The first paint company known as SHALIMAR

PAINT COLOR & VARNISH COMPANY (now known as SHALIMAR

PAINTS) was set up in 1902 on the bank of the river Hoogly. A couple of decades

later a few more companies were started. Two notable companies are GODLESS

NEROLAC IN WESTERN INDIA and JENSON AND NICHOLAS HADFIELD

PAINTS (at present known as BERGER paints) in eastern paints.

In the thirties, a few more companies like ELEPHANT OIL MILLS (now

known as GARWARE PAINTS), the ALKALI &CHEMICAL CORPORATION

OF INDIA (ACCI). The current giant Asian Paints was setup in mid-forties.

EVOLUTION OF PAINT INDUSTRY IN INDIA

Under the British rule, a few paint factories emerged during the period

1900-1947. Thus at the time of Independence, the paint industry was relatively

small. Paint units were located near the major port cities so as to facilitate the

imports and their distribution. At one time, import of paint and contents was very

high. It gradually reduced as the manufacture started indigenously. Today, it has

grown significantly and enjoys virtually a mature status, as far as decorative

finishes are concerned.

Thanks to the five-year plans of the Government of India, the basic

chemical industry grew at a rapid pace. Basic chemical building blocks and

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downstream units made products like opthalmic anhydride, pentaerythritol

available, so vital for alkyd synthesis and paints. India is fortunate to have various

vegetable and marine oil resources, so that oils and fatty acids are available

abundantly. From the renewable agricultural resources, products like resin and

other terpene products, starch cellulose are available. Subsequently, from the soap

industry, glycerin became available in plenty.

Thus, a transition took place, and the paint industry became gradually

mature, from 1950 onwards, by every decade. It was only in the case of rutile

titanium dioxide that India depended on imports and still continues to import,

notwithstanding the fact two units are producing rutile grades indigenously. With

the availability of Bombay High gas and to other petroleum complexes, aliphatic

and aromatic solvents became easier, thus relieving the load on coal tar based

solvent industry.

The textile auxiliary industry grew with textile industry and as an offshoot,

additives for paints in terms of wetting and dispersing agents became available.

Today, almost all types of additives, like driers, thickeners, antiskinnig agents, and

protective colloids, are indigenously manufactured in India. Decorative finishes

manufactures have a wide choice to choose the appropriate additives.

It is also unique when you realize that the dependence of paint is 40% on

vegetable resources, 40% on petroleum and 20% on minerals. The decorative paint

technology is also dynamic since it has an inter-relationship with rubber, plastics

and fibre developments, since all of them belong to the polymer family. Any

advises in those fields will reflect on the paint technology.

Paints have to face many challenges of environment, which could be

polluted from a high to a low degree. Indian ambient conditions are so varied all

over, that temperature, rain, sunshine ultraviolet energy, is different from north to

south and East to West. As the demographic product of people changed, the paint

technology too changed. New scientific ideas, global competition, demand for new

products, new processes and new machines, coupled with growing constraints on

the supply of materials and energy, triggered the development of the technology of

decorative finishes. They had to face new problems due to induction of new

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substrates and new materials, such as wallpapers, laminated paper and plastics.

Against this backdrop, for offering the best decorate paints, Indian paint

manufacture had to abandon old machines like edge runner, triple rolls, ball mills

and resort to the fourth generation dispersing machinery like sand mills, altritors

high speed dispersers etc. Both big and small units in India, manufacturing

decorative finishes, are equipped with the above machinery and balancing

equipment like mixtures, tinter dispensers, automatic filling and packing machines.

Modernization and innovation is indeed the order of the 'day for the paint industry,

and decorative could not be and exception. In the case of synthetic resins required

for decorative finishes, all types of alkyds, based on various oils, and polyols

dibasic acids, with any modification like-Coming to decorative finishes, to meet

the ever changing tastes of the consumers, paint manufactures were armed with a

myriad chemical products and formulations. As a result, continuous efforts and

improvements were made in the field of paint technology in the development of

better and better decorative products. There was also significant transfer of

technology, in addition to the indigenous development, resulting in the availability

of around 5000 different paint formulations today, only in the decorative segment.

With different shades, and packs a wide range of decorative products are available

in the current Indian market in the form of water based products, oil based

products; cement powders, nitrocellulose lacquers and acrylic based products, just

to mention a few.

STATE OF TECHNOLOGY

There are peculiar features in paint technology. Paint technology is unique

in the same that it has a vast web of interrelationship with many other disciplines

of science and technology. For example, it is dependent on micromolecular or

polymer chemistry.

Developments in mechanical engineering have had repercussions in paint in

designing its paints, process, dispersing machines. Knowledge of metals is required

to predict the behaves of the metal to be used as dries and also as a surface from

the corrosion point of view. Even to pack various paints, metal compositions are to

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be studied carefully. Knowledge of microbiology, to study fungus growth and

preservatives in paints is very important. The fortunes of paints are also linked

with Geology, from the point of view of the use of minerals such as filters and

extenders in various formulations. A study of concrete, steel ,timber and their

behavior as a surface is of considerable importance from the point of view of

paints.

Research and Development in decorative finishes in India is continuous

process. Many paint companies are equipped with the latest quality control

instruments. R & D activity in the paint industry follows a sequence of laboratory

development, standardization of raw materials and reproduction of bench scale

development on a commercial scale. The industry is a highly raw material

intensive industry and most of the research is focused at optimizing the

performance of a blend of raw materials going into the end product. Most of the

companies are now equipped with computer controlled colour matching

equipments and systems to ensure consistency of shade from batch to batch.

Most of the companies engage in their R & D division a good complement

of scientists and technologists who are highly educated and qualified. Technocrats

who run small units and specialise themselves in certain segments of market do an

excellent job in constantly innovating formulations and controlling the quality.

They also offer excellent technical service to the clients.

CURRENT PRODUCT RANGE

The current product range in decorative, offered by the Indian paint

manufactures, cover practically all surfaces. Some of the decorative products

offered in the decorative segment today are]

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Enamel Based Paints:

There are alkyd-based products and are available in three distinct finishes,

namely, gloss, semi gloss and matt. These can be used on exterior as well as

interior surface, on metallic and wooden surfaces as well.

Berizoic, acrylic, styrene, vinyl and toluenes are also available. Age-old

furnaces heated by direct firing have been replaced by the sophisticated solvent

process alkyds with automatic instrumentation and process control. Sophisticated

filter machines are used for paints and resin media.

An exhaustive quality control is exercised during the production of

decorative finishes. It would be interesting to know that a paint, before it is packed

and filled, undergoes approximately 125 routine tests, during its raw material

processing and finished stage.

Although the Indian market, like the Western part, is not a Do-it-Yourself

market, consumers have become quality conscious over the years. As a result,

decorative finishes produced by the Indian manufactures are comparable to

International standards in specifications and performance. Indian Standard

Specifications in this regard are always being the updated. Manufactures of

decorative finishes have evolved consumer-oriented specifications, keeping the

rigorous requirements in the mind. For example, easy of brushing, opacity, shelf

stability, degree of dispersion, drying, overall durability, weather and light fastness

are so judiciously adjusted that, in the long run, it proves to be most economical to

the consumer. Labour or application cost, as in any part of the world, is constantly

increasing. Hence it is the endeavor of Indian decorative finishes manufacturers to

see that the cost of paint per mil per sq. ft.per year is kept at the minimum.

Emulsion Based Paints:

These are water-based products, available in semi gloss and matt finish.

These are based on vinyl acetate acrylic systems. High-pressure emulsion polymers

like vinyl acetate ethylene are in the development stage in India. However pure

acrylic and vinyl acetate copolymer based on vinyl acetate acrylics are quite

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popular in India. Textured paints for exteriors are gaining popularity. Emulsion

paints are used for interiors and exteriors on surfaces made of cement, asbestors,

wood, etc.

Oil bound distempers: Casein bound, oil based products are popular in the

middle class families of India. This product segment has shown a steady growth in

the Indian market, although high P.V.C. emulsion paints are available. These

products are mainly used on the interior of walls.

Primers & primer surfaces and puffiest: A variety of primers and primer

surfaces are available for both interior and exterior applications. These are mostly

based on alkyd resins, although some water based primers are available for

application on walls.

Wood finishes: These are available in a single pack and two-pack systems.

Shellac and alcohol based spirit varnishes are popular in certain regions for

specific types of woods. Alkyds based clear finishes in gloss, semi gloss and matt

finishes are used for high quality furniture, TV cabinets, etc. These finishes impart

to a coated surface a rich and luxurious appeal by preserving the natural grain

structure of the surface a rich and luxurious appeal by preserving the natural grain

structure of the surface coated.

Special finishes: Various speciality finishes, which give specific distinct

patterns, are available in the Indian markets today. Hammertoes, wrinkle finishes,

textured and stipple finishes are a few examples. Multicolor finishes based on im-

miscible polymer phases with solvent water emulsions are available form a few

manufacturers.

Universal strainers: These are basically used for tinting various solvent

based and water based white paints. By using primarily 8 colours to tint whites, a

large variety of shades are obtained. These are called universal, since these can be

used for both solvent and water based paints. These products are extremely well

formulated and match the performance of any foreign standard companies. Based

on extremely light fast pigments, and having well dispersed colours in the special

carriers, universal strainers are used with much ease and simplicity. These could

also be used by Tinter-Dispensing Paint Shaker techniques, to develop instant

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paint. Universal stainers offer tremendous benefits to consumers, as well as dealers

who can control their inventories.

NATIONAL SCENARIO

Decorative finishes constitute a large percentage of paints produced in

India. Approx. 60-65% by volume are the decorative finishes in India. The India

industry's steady growth of 5% also reflects the growth of decorative finishes.

Unlike industrial products, the decoratives are seasonal products. People of India

apply them during festivals and celebrations. Although solvent based finishes are

still large in volume, water based products are gaining popularity in India,

subsequently showing more growth.

Construction of houses, buildings, availability of cement and steel, all such

factors influence the use of decorative paints. With the rise in the earning capacity

of the family, co commitment with the standard of living and the purchasing power

of the common man, the usage of decorative finishes in India is expected to rise.

RECENT TRENDS

The Rs.10000 million a year sales Indian paint is at present thought a crisis

by drop in demand in the face on increasing production capacity and mounting

competition. It is an essential item which has unfortunately failed to project its

product assets loss due to corrosion at Rs.25000 million a year.

There are about 20 units registered with the DGTD. These come under the

organized sector and two-third of the value of production. The unorganized sector

consists of about 15000 units accounting for 50% of the total production (the share

declined to 40-45 percent).

A colorful phase in the history of the paint industry started with effect from

the year 1983-84. The industry could achieve an annual growth rate of 7.5% in

spite of frequent strikes.

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The paint industry is bound to experience significant growth in the coming

years as the per capita consumption of paint in India is very low at 0.32kg as

compared to 15kg in UK, 16kg in France 19kg in Sweden, 21kg in West Germany

and 25kg in the USA. Even countries like Pakistan, China, South Korea and

Taiwan are better placed than India in respect of paint consumption.

The significant growth in industrial output in India has not helped the paint

industry. However the paint units have established a high degree of

competitiveness and produced a wide range of products. The ready-mixed paints,

which are slow in drying, are being replaced by synthetic enamel.

Dry distemper and Oil bound distemper are being increasingly used as wall

paints. These last long, through they produce unpleasant order. By the mid fifties

polyvinyl acetate based emulsion become popular. At present, there are acrylic

emulsion and a wide range of emulsion with several of gloss-cum-sleek and wash

ability.

In recent years, there has been a shift in preference from glossing finished

to semi gloss and malt finishes. Regarding wood finishes there is a shift away from

French polish to cold-cured melamine lacquers which are both water and heat

resistant and more water proof based enamels, which are likely to become popular

in the near future. The 20 units in the organized sector have an installed capacity of

160000 tons.

A number of items like dry distemper, red oxide aluminum and bituminous

paints graphite paint and pastes have been reserved for exclusive development by

the small-scale sector, which can improve its performance annually by having

access to better technology.

There has been an upward trend in demand for industrial paints as a result

of significant developments in the spare of automobile and consumer durables.

Regarding decorative paints too, the demand is raising with general improvement

in the living standards and increasing activity on the housing front.

FUTURE TRENDS IN DECORATIVES

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The needs of consumers are insatiable. Whereas aesthetically pleasing and

superior paints will be in demand, following are a few other areas where more

technical development work is being done.

1. Highly durable finishes with a much lower cost.

2. Paint to be more suited on poorly prepared surfaces,

3. Reduction in solvent percentages in the formulations.

4. Optimizing Formulations by reducing the number of ingredients.

5. Using high tech additives to enhance the quality of the decorative finishes.

6. Water based glossy enamels.

7. Reduction of the percentage of the high cost ingredients like rutile, without

sacrificing the overall performance.

COMPANY PROFILE

Nestling amidst the lush green paddy fields, under a canopy of majestic

coconut tree, beside the intricate patterns woven by canals, is the Travancore

Cements Ltd.., the houses of White Cement. Bustling with activity against with

activity the sylvan landscape, it is a place where Art and Nature merge and mingle.

HISTORY OF THE COMPANY

The Travancore cements Ltd. was incorporated in the year 1946. The year

of commencement of Grey Cement was in the year 1949. The licensed capacity of

the plant was 50800 tonnes of cement per annum.

The master brain behind the establishment of the plant in Kottayam was

that of late Sir C.P Ram swami Iyer, then the Divan of Kerala who had realized the

vital role of cement in the industrial development f Kerala. The company was

promoted by M/s.Essel Ltd., Mumbai and the technology tie up was made with

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M/s.F.L Smith &Co, Denmark

During 1959, the company diversified in to the production of white

Portland Cement. The installed capacity for the production of White cement is

301000 Ts per annum. Till 1974, the company was manufacturing both White

cement and Grey Cement in the same plant, distributing the production of two over

certain period in a year. Since 1974, the company manufactures White cement

alone, as the demand for White cement went up.

During the last 56 years of its existence, TCL has diversified its activities to

related areas. Besides Super Shelcem brand cement paint, the company has added

to its products range, Sheltex Acrylic Emulsion paint for interiors and exteriors and

Shelprime cement primer. The company is planning to launch other products to

broaden product range.

The Travancore cements Ltd. is the only manufacturer, perhaps in the

whole world, producing white cement from a raw material other than conventional

lime stone. The main raw material of TCL is lime shell, which is drugged out of

Vembanad Lake, one of the backwaters of Kerala.

MANAGEMENT OF TCL

TCL is a public sector undertaking with the Kerala Government having

51% share. The authorized share capital of the company amount to Rs. 50,00,000.

The Board of Directors heads the company. The Board of directors consists of

Chairman, MD and seven other Directors.

OUR PRODUCTS

SUPER SHELCEM

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Premium Cement Paint

Ideal cement paint for both internal and external application. Super

Shelcem, unlike other Cement Paints does not require water curing after first and

second coats. Only initial wetting of the surface is necessary. This makes Super

Shelcem ideal for exteriors of multi-storied buildings and skyscrapers. For interior

too, Super Shelcem is ideal since tedious curing after removing furniture can be

avoided which means saving of labour as well. Super Shelcem is available in wide

range of colours. 40 shades to be precise, in 1kg, 3kg, 5kg, and 25kg packing.

Once a wall is painted with Super Shelcem it looks and stays good for years

unaffected by weather or fungal attack.

OUTSTANDING QUALITIES OF SUPER SHELCEM

Super Shelcem offers excellent protection of the walls against monsoon and

fungi growth.

CAPACITY-Any previous deep shade made on the surface can be

effectively hidden with a single coat of Super Shelcem. The second coat

completely covers the dark patches and stains on the wall.

COVERAGE-Super Shelcem covers greater area than any other cement

paint. 1kg covers 100sq.ft for a single coat or 65sq.ft for two coat.

ADHESION-Super Shelcem can be applied on a wide variety of surface

likes cement plaster, concrete, brick words, stone and plastered surface.

DRYING- Super Shelcem dries very quickly. While other cement paints

requires 16 to 24 hours waiting for applying second coat., second coat of Super

Shelcem can be applied 3 or 6 hours after the first coat. This makes painting tall

building very easy. Second coat can be applied in the after noon on surface where

first coat was applied in the morning.

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VEMBANAD

White Portland Cement & Grey Cement

The World class White cement for all applications, Vembanad White

Portland Cement is manufactured from nature's gift of rare raw materials consistent

in purity, backed by Technology and Machinery from M/s E.L. Smith & Co.,

Denmark.

Outstanding Qualities of Vembanad Brand White Cement

1. Lowest magnesia content and hence Vembanad is.the most durable White

Cement.

2. Brilliant whiteness.

3. High strength: At the end of the first day, the strength exceeds what is

specified to acquire at the end of the .third day.

4. Super soundness

5. Super fineness

6. Excellent properties.

7. Ideal for manufacture of Cement Paints, Mosaic tile,.Cement Primer, 43

Grade OPC

VEMBANAD WALL PUTTY

Vembanad Wall putty is a dry powder putty with Vembanad White Cement

as the base.  Due to the low content of MgO in Vembanad White cement, the putty

when applied on the cement plastered wall and ceilings will ensure durability, extra

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coverage and smooth finish.  The product will have the same stringent quality of

all our other products.  One or two coats of Vembanad white cement is

recommended to be applied on the newly plastered wall before Vembanad Wall

putty is applied. However Vembanad Wall putty can be applied on freshly

plastered surface also.

Outstanding qualities of Vembanad Wall Putty

The base of our wall putty is time tested Vembanad brand White

cement

Our products go through the strictest quality test

Quality is the hallmark of our Company

It has a unique formulation.

It has more coverage than any other dry wall putty in the market.

Its binding property is based on the strength of Vembanad White

Cement

Due to low MgO content of Vembanad White cement, the durability of

Vembanad wall putty is more.

Available in 20Kg and 5 Kg packing.

MARKETING OF SUPER SHELCEM

Distribution:

The sales representative to the company takes orders form the dealers and

the company supplies directly to the stockiest of that respective area, who in turn

supplied to the dealer.

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PROMOTION OF SUPER SHELCEM

Due to the low advertisement budget the company doesn't engage in any

large scale type of advertisement activity. The company occasionally places

advertisement in newspapers. The main adverting media is the roadside hoarding

which are placed in potential spots. The company gives dealers display boards and

shade cards. The company conducts dealers meet as part of its promotional

programme. It meets the painters directly and through the dealers and gives

compliments to them. The company gives incentives to the dealers according to the

sales.

CREDIT PERIOD

The company gives a normal credit period of 15-45 days. Only in

exceptional cases this can be extended.

PRODUCT PROFILE

Super Shelcem is a high quality brand priced according to the various sizes

of packing.

WEIGHT PRICE

5kg Rs 607/-

5kg Rs.130/-

3kg Rs 161-

1kg Rs25/-

Super Shelcem is available in wide range of colors, about 40 different

shades.

THE MAJOR COMPETITORS OF SUPER SHELCEM

Name Manufactures

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1. Snowcem Plus Snowcem India Ltd

2. Durocem BergerPaints India Ltd,Calcutta

3. Dukecem Cochin Paints India Ltd,Cochin

4. Truecem Classis Paints Vennala Cochin

5. Lavanyacem Lavanya Paint Pvt.Ltd.

Distribution channels

Super Shelcem is distributed mainly through stockiest. The company has

35 stockists for Super Shelcem. Super Shelcem is distributed to the stockists in

Kerala through the company's depot situated at Nattakom, Thiruvananthapuram

and Kakkanadu. In addition to this sales representatives go around to catch sales

and collect order. Other than these network, TCL is supplying to government

agencies like PWD, FACT etc. at special rate. In general, distribution channel can

be traced as follows.

COMPANY DEPOT STOCKISTS DEALERS CUSTOMERS

LARGE SCALE RETAILING

METHOD OF APPLICATION

Take small quantities of Super Shelcem at a time for a continuous area.

Take an equal volume of water. First make a thick paste by adding a little water

and make a smooth paste. Then add the rest of the water. Add water to Super

Shelcem and not vice versa. Always add equal volume of Super Shelcem and

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water, otherwise a substandard coating may result. Mix thoroughly the water and

Super Shelcem. Stir frequently and never allow the paint to settle to the bottom

during use. Always use a good quality brush. Second coat can be applied 3 to 6

hours after painting the first coat. Normally two coats will be sufficient.

ORGANISATION OF TCL

The total number of employees in the company is 600 including officers.

The top authority is the Chairman and the Board of Directors. Under the

Managing Director, there are three General Manager, GM (Company Secretary,

Security and Administration) GM (Production), GM (Engineering Service and

Commerce) and one Chief Manager (Finance), work under Managing Director

and accountable to him. Under GM (Company secretariat, security and

administration) there are two CM, two Assistant Managers, AM (Records and

Insurance). AM (House keeping) and one Manager (Medical service). Under the

GM (Production) there are two manager, Manager (Paint Production), Manager

(White cement production) looking after the production of paint at TCL and the

woman societies. He is answerable to GM (Production). There is one Assistant

Manager looking after the production of white cement and its quality control

answerable to Manager (White cement production), Assistant Manager (Civil and

Electrical).

Under GM (Engg. Service & Service & Commerce) there are two Chief

Managers - CM (Engg. & System) and CM (Quality Control), two managers-

Manager (Purchase and Stores)and Manager (Marketing). One Assistant Manager

looking after the purchase and store department and answerable to Manager

(Purchase and Stores). Marketing Manager controls the marketing and sales

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department. Under the marketing Manager there is one Marketing

Superintendent.

Marketing superintendent is responsible for the supervision of the field

force, monitoring sales target etc. There is one Manager (Mines) looking after the

Mining Department and one Assistant Manager (System) controlling the

computer department. Both are answerable to CM Engg, and Systems Chief

Chemist having the authority of Laboratory reports to the CM (Quality Control).

Under the CM (Finance), there are two Asst. Managers - Asst. Manager (Modvat)

and Asst. Manager (Accounts), and one Joint Manager (Cash). Accounts

department is supervised by AM (Accounts), who is answerable to Finance

Manager. There is one Asst. Manager working as Executive Assistant to

Managing Director.

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DEPARTMENTS IN TCL

1. Dredger

2. Water Transport

3. Running Plant

4. Packing House

5. Workshop

6. Office (Sales, Accounts, Personnel, Mm, Ro, Rec, IA,

Computer Section)

7. Laboratory

8. General Stores

9. Time Office

10. Electrical

11. Civil

12. General transport

13. Security

14. Camp & Sanitary

15. Medical Aid

16.Cement Paint

17.Sports Club

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18. Material Handling

19. Marketing (Sales Office Coimbatore)

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CHAPTER-II

RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Research refers to the organised method consisting of enunciating the problem,

collecting, facts, critical analysis of facts and arriving at conclusion based on them.

TOOLING FOR DATA COLLECTION

The main tool used for data collection is questionnaire

QUESTIONNAIRE

Questionnaire is a schedule containing various items on which information is

sought from respondents.

Various types of Questions in Questionnaire are.

1. Simple alternative question

That is Yes / No Questions

2. Multiple choice questions

Respondent is asked to select one out of number of

responses.

3. Open Questions

In this respondents are free to express their frank and

independent opinion in there own words.

26

SOURCE OF DATA

A. Primary data

Primary data are measurement observed and recorded as part of an original

study. When the data is required for a particular study can be found neither in the

internal records of the enterprise, nor in published source it may become necessary to

collected original data i.e., to conduct first hand investigation. The work of collecting

original data is usually limited by time, money and manpower available for the study.

1. Questioning Method or Questionnaire

Questioning as the name suggests is distinguished by the fact that data are

collected by asking questions from people who are thought to have desired

information. Questions may be asked in person, or in writing. A formal set of such

questions is called questionnaire.

B. Secondary data

When an investigator uses by the data which has already been collected by

others, such data is called secondary data. Secondary data can be obtained from

journals, reports, records, govt. publications of research organizations, trade and

professional bodies etc.

TOOLS USED FOR ANALYSIS

1. Tabulation

Tabulation comprises sorting of the data into different categories and counting

the number of cases that belong to each category. The simplest way to tabulate is to

count the number of responses to one question. This is called univariate tabulation.

For the analysis of data and interpretation the tools of research used in study is

as follows.

1. Percentage Method

27

In a research various percentage are to be used for analysis. The data observed

will be converted into perception for easy understanding.

CHAPTER-III

DATA ANALYSIS AND INTERPRETATIONS

28

TEXTUAL DISCUSSION

Almost all the companies have the same objective to improve the market share.

So every company has to know about their market share. The data used to examine the

market share collected through secondary source of data.

The market share of Cement paints

TABLE 3.1

Product Market Share

Super Shelcem 12%

Durocem 5%

Dukecem 23%

Truecem 26%

Lavanyacem 23%

Snowcem 5%

Other 6%

INTERPRETATION

The market share at the Super Shelcem and competitors is calculated relating

the last available Sales figures. Super Shelcem is having 12% market Share. Durocem

having 5%, Dukecem having 23%. Truecem is having 26%. Lavanyacem having 25%.

Snowcem having 5% and remaining 6% market is shared by other companies.

29

Graph 3.1

Market shares of cement paints in the market

12%5%

23%

26%

23%

5% 6%

Super Shelcem Durocem DukecemTruecem Lavanyacem snowcem plusOther

30

TEXTUAL DISCUSSION

Awareness about the Super Shelcem is necessary for the sales of this product.

The awareness likes how to apply, how to mix, where it will use, coverage rate etc. are

necessary for determining the demand. So each and every company is adopting

various techniques to the publicity of their product. The following figures show the

awareness about the Super Shelcem cement paint.

Awareness about Super Shelcem

TABLE 3.2

Particulars No. of respondents Percentage

Yes 82 82%

No 18 18%

Total 100 100%

Source: Primary Data

INTERPRETATION

Out of 100 respondents 82% persons are aware of Super Shelcem. But

remaining 18% respondents are not aware of Super Shelcem. So it is necessary to

improve the awareness of Super Shelcem among the customers.

31

Graph 3.2

Awareness about Super Shelcem

0

10

20

30

40

50

60

70

80

90

Yes No

Yes No

32

TEXTUAL DISCUSSION

All the customers are expecting for long lasting of painting. The following

table shows the time duration of painting.

Time duration Painting

TABLE -3.3

Years No. of building Percentage

2 Years 10 12%

3 Years 24 29%

5 Years 48 59%

Total 82 100%

Source: Primary Data

INTERPRETATION

33

From the above table it is found that 59% of the respondents (customer) are

painting their houses in every after 5 years, 29% of the respondents are painting their

building in every after 3 years and remaining the balance 12 %.

Graph 3.3

Time Duration of Painting

0

10

20

30

40

50

60

2 Years 3 Years 5 Years

2 Years 3 Years 5 Years

34

TEXTUAL DISCUSSION

The cement paints applicable in both externally and internally according to the

quality and price of the product. The following table shows the area of application of

the product.

Table 3.4

Area of Application of Super Shelcem

Area No. of Respondents Percentage

Exterior 50 61%

Interior 32 39%

Total 100%

Source: Primary Data

INTERPRETATION

35

From the above table it is found that 61% of respondents (customer) are using this

product externally and remaining 39% of respondents are using this product internally.

Graph-3.4

Area of application about Super Shelcem

0

10

20

30

40

50

60

70

Exterior Interior

Exterior Interior

36

Table 3.5

Super Shelcem is for new building or old building

Types of Building No. of respondents Percentage

Old Building 42 51%

New Building 40 49%

Total 82 100%

INTERPRETATION

Out of 82 respondents (customers) 51 % respondents are used the Super

Shelcem for the old building and 49% of the respondents are used for the new

building. From the study it is found that the Super Shelcem is usable both old building

new building.

37

Graph 3.5

Super Shelcem is for new building or old building

48

48.5

49

49.5

50

50.5

51

Old Building New Building

Old Building New Building

38

TEXTUAL DISCUSSION

Price is the most important factor in the determination of the demand of a

product. The following table shows the opinion of customers about the Super

Shelcem.

Customer’s opinion about the price rate of Super Shelcem

Table-3.6

Opinion No. of Respondents Percentage

Reasonable 25 30%

Low 2 3%

More or Low equal 10 12%

High 45 55%

Total 82 100%

Source:-Primary data

INTERPRETATION

From the table we find that out of 82 respondents (customers) 55 %

respondents feels that the price rate of the product is very high and only 30 %

39

respondents feels that the price rate is reasonable.

Graph 3.6

Customers opinion about the price rate of Super Shelcem

0

10

20

30

40

50

60

Reasonable Low More or LowEqual

High

Reasonable Low More or Low Equal High

40

TEXTUAL DISCUSSION

The respondents (customers) of the Super Shelcem should given suggestion for

the suitable medias for advertisement of Super Shelcem. The following table shows

the clearly.

TABLE 3.7

Suitable media for the advertisement of Super Shelcem

Media No. of Respondents Percentage

T.V 60 60%

Radio 0 0%

Press 13 13%

Outdoor 27 27%

Total 100 100%

INTERPRETATION

Out of 100 respondents (customers) 60 % of the respondents preferring TV is

the best media for the advertisement and 27% respondents preferring outdoor medias

for the advertisement of Super Shelcem.

41

Graph 3.7

The suitable media for the advertisement of

Super Shelcem

0

10

20

30

40

50

60

T.V Radio Press Outdoor

T.V Radio Press Outdoor

42

TEXTUAL DISCUSSION

There are several persons like friends, painters, Dealers, manufacture at will

influence the purchase of Super Shelcem. These persons surely influence both

villagers and Towner. The following table evaluated how these persons influenced by

the villages and Towner in the purchase of Super Shelcem.

Area of residence & persons influencing the purchase of Super Shelcem

Table 3.8

Area Town Village

Persons

Through Friends 11(28) 14(33)

Through Painters 15(39) 13(30)

Through Dealers 9(23) 11(26)

Through Manufactures 4(10) 5(11)

Total 39 43

Source: Primary Data

INTERPRETATION

From the table it is found that 28% of friends and 39 % painters are influenced

by the towners in the purchase of Super Shelcem. 33 % Friends and 30 % painters are

43

influenced by the villagers in he purchase if Super Shelcem

Here it is found that the painters and friends are most influencing factors in

purchase of Super Shelcem cement paint.

Graph 3.8i

Area of residence persons influencing the purchase of Super Shelcem

in town

28%

39%

23%

10%

Friends Painters Dealers Manufactures

44

Graph 3.8ii

Area of residence persons influencing the purchase of Super Shelcem

in village

33%

30%

26%

11%

Friends Painters Dealers Manufactures

45

TEXTUAL DISCUSSION

The distribution system is determining the availability of product. So effective

and good distributions system is necessary for supply the product in time. So the

following table shows the level of satisfaction of customers in the existing distribution

system.

Consumers level of satisfaction about the distribution system of

Super Shelcem

Table 3.9

Particulars No.of Respondents %

Yes 59 72%

No 23 28%

Total 82 100%

46

INTERPRETATION

From the above table it is found that 72% respondents are satisfied and 28 %

respondents are not satisfied with the existing level of distribution system. So the

company should pay more attention for delivering the goods in time.

Graph 3.9

Consumers level of satisfaction about the

distribution system

47

0

10

20

30

40

50

60

70

80

Yes No

Yes No

TEXTUAL DISCUSSION

Marketing mix elements are the most important factor in the each and every

product in the market. The elements of marketing mix determining the success or

failure of each product. The influence of marketing mix elements in the Super

Shelcem cement paint rated in the 5 point scale.

Buying influences of marketing Mix elements of Super Shelcem

48

Table 3.10

Influence 5 4 3 2 1 Total Mean Rank

Product Features

16 23 22 16 5 82 3.85 1

Price 2 12 21 29 18 82 2.40 3

Promotion 3 9 24 21 25 82 2.19 4

Distribution 10 17 28 11 16 82 2.92 2

5 = Very Good, 4 - Good, 3 - Sufficient, 2 = Insufficient, 1 = Poor

Source: Primary Data

INTERPRETATION

From the table we find that the product attribute is the most influencing factor

for Super Shelcem. The distribution strategy is also placing an important factor in the

buying / purchase decision of Super Shelcem. But the price rate and promotional

strategy adopted by the company is very poor.

Graph 3.10

Buying influence of marketing mix elements of

Super Shelcem

49

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

ProductFeatures

Price Promotion Distribution

Product Features Price Promotion Distribution

CHAPTER IV

50

FINDINGS

FINDINGS

1) There is definitely awareness among the consumers in the area regarding

super shelcem cement paint and Vembanadu white cement

2) Majority of consumers opinion that the quality of the Super Shelcem is high

compared with its competitions.

3) Majority of consumers felt that the price rate of the Super Shelcem is very

high compared with other brands

51

4) Dealers consider quality is the important factor of selecting the brand.

5) From the study it is found that the product attribute of the super shelcem is

very high.

6) The availability of the product in the market is comparatively good.

7) It is found that the company is providing sales incentives in off seasons.

8) Another important finding is that the credit facility provided by the

company is not sufficient.

9) From the study it is found that the advertisement provided by the company

is very poor. Both customers and dealers are not satisfied with the existing

mode of advertisement.

10) Most of the customers of the Super Shelcem are in the village but the

awareness about the product in village area is not good.

11) It is found that painters are the most influencing person particularly in

village area; on the purchase decision of consumers.

12) The customers are using this product externally and internally. But mostly

externally.

13) The product feature and availability of the product is the most buying influ-

ence factors of super shelcem.

14) The super shelcem is using by the customers for both old building and new

building.

52

CHAPTER V

53

RECOMMENDATIONS

RECOMMENDATIONS

1) The existing quality of the product should be maintained.

2) It may be necessary to reduce the price rate of the Super Shelcem cement paint

because most of the respondents, both Consumers and Dealers feel that the price

of the product is high. Price is an important factor while buying Super Shelcem.

3) The company should provide attractive profit margin to the dealers to in prove

54

the sale of the Super Shelcem cement paint.

4) The painters should be regarded as the major means of promotional activity and

strategy through them is to be implemented. Attractive commission should be

given to the painters because most among Super Shelcem consumers are

influenced by the Painters.

5) Develop new colours based on new trends.

6) Company should be conduct more consumer awareness programs among the

consumers especially in the village area.

7) The company should try to improve the period of credit because most of the

dealers are not satisfied with the existing credit period.

8) New packing style should be introduced.

9) Most of the customers of Super Shelcem are not satisfied with existing level of

advertisement. So it is necessary to more advertisement in different medias.

10) It is advisable to choose TV and out door medias are the most out standing

medias for the advertisement of Super Shelcem cement paint.

11) It is advisable to have an intensive network of distribution channel so as to

improve its availability.

12) The company should try to provide sales incentives in the off seasons.

13) Give attractive presents to the dealers and painter like diary, booklets, Notepads,

Calenders, Shades cards etc. to influence them.

14) Company should necessarily conduct dealer meets at least three times in a year.

Counter the threat of duplicate products, be care of package, so that the duplica-

tion of products can be banned.

55

CHAPTER VI

56

CONCLUSION

CONCLUSION

57

The project study was conducted in Kottayam. The project work titled "A

study of consumer Awareness of Super Shelcem Cement Paint and Vembanadu White

cement in Kottayam" was an attempt to study and make some recommendations to

improve the Sales of Super Shelcem cement Paint with the full cooperation given by

the Company and the necessary data provided by the Company. This project study has

tried to find out the areas where the company needs to make improvements.

This project study will definitely help the Company to improve

their Sale and market Share and to adopt a Suitable marketing strategy.

BIBLIOGRAPHY

58

1. C.R. Kothari, “Research Methodology”, Vishwa Prakashan Publishes, New

Delhi,2005, Volume II, P.P 1-84,

2. Dr.D.D.Sharma, “Marketing Research”, Sultan Chand & Co, New Delhi,

1997, Volume IV, P.P 190-201.

3. G.C Beri, “Marketing Research”, Tata-Mc Grow Hill Publishing Company,

New Delhi, 2002,Volume III, P.P 79-105,

4. Philip Kotler “Marketing Management”, Pearson Education Limited, 2002,

Volume II, P.P 129-139.

5. S.A Sherleker, Marketing Management, Himalaya Publishing House, 2002,

Volume VII, P.P 129-144,

6. 2002

Website

1. www.travecem.com

A Study on Consumer Awareness of Super Shelcem cement Paint and Vembanadu White Cement in Kottayam with reference to

Travancore Cements Ltd, Kottayam, Kerala

QUESTIONNAIRE

59

1. Name and Address of the customer/Consumer:Telephone Number :Qualification :Occupation :Monthly income :

2. Whether the residential building is New Old

3. Duration of painting of the buildingEvery 2 Years 3 Years 5 years

4. Have you used white cement as prime coatYes No

5. After applying prime coat which brand cement paint you have usedShelcem Snowcem plus

Lavanyacem Truecem Dukecem

Any other brand

6. Are you aware of super shelcem cement paintYes No

If yes, through whom:Friends

Painter

Dealer

Advertisement

7. Have you used super shelcem for both exterior and interior?Yes No For Exterior Only

8. Why did you prefer this product?Quality

Availability

Different Colours

60

Influence by the painters only

9. Have you seen any advertisement of Super Shelecem paintYes No

10. Media which you suggest for the advertisement of Super ShelcemNews Paper

T.V

Wall Painting

Hoardings

11. Are you satisfied with distribution of SupershelcemYes No

12. If No,What is the reason?

13. Rate the following that influence your buying behavior of Super Shelecem(a). Excellent (b) Very good (c) Good

(d) Satisfactory

Buying Influences Rating Level

(a) Product advertisement(b) Price(c) Quality(d) Service(e) Colour/Shade

14. Any Other suggestion to improve the sale of TCL products1.2.3.

SignaturePlace :Date :

61

1) Kotler Philip, “Marketing Management”, 8th Editions, New Delhi

Prentice Hall of India (Pvt) Ltd-1994.

2) Boyd.Jr Harper W. Weal fall Ralph, Staseh Stanley F. - Marketing

Research Text and cases-1 st INDIAN Edition 1990, All India

Traveller Bookseller.

3) Consumer Behaviour- Schiffman-Kanuk.

4) Quantitative Techniques- C.R. Kothari.

5) Annual Reports of TCL.

62