Sheela Foams

CHAPTER 1

INTRODUCTION

1

1.1 Indian industry

Among mattresses, rubberized coir and foam mattresses have the large share of the

market. Currently, the global annual production of coir fiber is about 350000 metric

tons, out of which 90% is produced in India & Sri lanka though underutilized.

Traditional uses for the resilient and durable coir fiber include rope and twine, brooms

and brushes, doormats, rugs, mattresses and other upholstery, often in the form of

rubberized coir pads. In the1980s and 90s, global exports of coir fiber fell by almost

half, as western consumers shifted to synthetic foam and fibers. They exports from

this industry are around Rs 70 Crore. Coconut husk is used is the basic raw material

for coir products.

As regards, foam mattresses, the most important ingredient for the production of the

same is POLYOL+ ISOCYANATE+ CATALYSTS+ SURFACTANTS+ BOWLING

AGENTS = POLYURETHANE FOAM. Chemicals are being imported and easily

available in the market. Depending on the type of Poyol and Isocyanate used the

generated foam exhibits different properties vis-à-vis different types of mattresses.

India will consume 1 kg of Polyurethane (PU) per capita by 2020 at 1200000 tpa.

Current per capita consumption in India is about 200 grams. In the last few years PU

has grown at over 15% annum, and is expected to continue to be robust at an average

rate of 15%. PU consumption in2012 could reach more than 350,000 tons and could

possibly touch 400,000 tons.

India has a population of over one billion people, of which it is estimated less than

10% sleeps on a foam based mattress. Hence there exists a good growth potential

growth for PU foams in India. However, the dominance of natural bedding products,

at times subsidized or protected by import duties on substitute materials, has also

hindered the market penetration of PU foams at times. The Indian bedding market is

substantial and dominated by low cost coir (coconut fibre), latex and cotton

mattresses, but people are increasingly looking to upgrade to higher quality products

made from or incorporating PU foam.

Foam Mattresses

2

Total market size of foam mattresses in India is around 300 crores per annum. 30

crores is MM foam with Rubber foam. Other local players in Rubber foam sell around

200 crores. Balance is PU FOAM mattresses. Major market is unorganized and foam

sheets getting converted to mattresses at dealer counter. Huge institutional demand for

foam mattresses with Rexene in Hospital segment and Rexene is stitched locally.

Major player in branded segent of PU Foam mattresses is M/s Sleepwell with

turnover of around 50 crores per annum.

Furniture & Furnishing

The furniture industry in India is considered as a “non-organized” sector, with

handicraft production accounts for about 85% of the furniture production in India.

The furniture sector in India only makes a marginal contribution to the formation of

GDP, representing just a small percentage (about 0.5%). As per the quick estimates of

Index of industrial Production and Use-based Index for the month of April, 2010, the

industry group ‘Wood & Wood Products; Furnitures & Fixtures’ have shown a

negative growth of 16.6% which gives us further opportunity to expand ourselves into

this extreme too

1.2 SHEELA FOAMS

Founded in 1972, Sheela Foam Pvt. Ltd. an ISO 9001:2000 company, pioneered the

manufacturing of P.U. Foam in India. Today, ranked amongst the top 5 manufacturers

of Slabstock P.U. Foam in South East Asia with a footprint in India and Australia.

This has been achieved by the relentless focus on quality, innovation and continual

improvement. Over the last 30 years it made giant strides not only in manufacturing

capabilities but also in its methods of testing & ensuring quality.

In India,the company 10 manufacturing units using the state-of-the-art technology at

strategic locations across the country. They serve a wide spectrum of customers in a

fast and economical manner through a distribution network of over 70 distributors and

3000 dealers. A combination of manufacturing excellence and distribution network

has enabled it to get over 40% of the Indian P.U. Foam market share.

3

In Australia it has 5 manufacturing units. These are located in five major cities i.e.

Adelaide, Brisbane, Melbourne, Perth and Sydney which enables it to service

effectively.

Sheela Foam’s Sleepwell and Feather Foam brands are leading and most trusted

names in home comfort products and industrial foam respectively in India. In

Australia, the name of Joyce also signifies quality and is a reputed brand.

In addition to standard P.U. Foam, it manufactures a wide variety of Technical Foams

i.e. Memory, Flame Retardant, High Resilience, Reticulated, etc.Rubberised coir pads

manufactured by it are used in its comfort products and are also exported to various

countries.

As a leader in the P.U. Foam industry in India, the corporate sights of Sheela Foam

are set far beyond the borders of the country. Today, Sheela Foam is busy looking at

issues from a global perspective - busy assimilating and amalgamating new

opportunities for collaborations / partnerships and acquisitions worldwide; busy with

the task of ushering for the country and the future generations, a quality of life they’d

love to cherish; busy with a mission and a crusade.

And that’s something an industry leader, Sheela Foam is quite used to putting

into practice.

4

O U R Q U A L I T Y P O L I C Y

"We are committed to provide complete

Customer Satisfaction through Continual

Improvement by Consistent Adherence

to our Quality System and Standards."

5

Year/Period Milestones

1972 Founded as a small unit by Mrs. Sheela Gautam, Chairperson.

1985 Extended operations to NOIDA, a Satellite town of Delhi.

Till 1991 Growth was slow but steady as Government of India controlled imports of

raw material.

1991 The first "state-of-the-art" Maxfoam plant was set up near Delhi.

1993 onwards Process of liberalization started in the country and Sheela Group

began rapid expansion.

1994 Acquisition of a full fledged plant near Delhi.

1994 "Sleepwell" brand launched.

1996 - 97 Two more units added - 1st at Silvassa, near Mumbai and 2nd at Hyderabad

in Andhra Pradesh

1997 - 98 Introduced Rubberized Coir products under "Starlite" Brand.

1998 - 99 Tie - ups with Serta, US and Dunlopillo, UK for manufacturing mattresses.

2001 Set - up India's largest P.U. Foam producing plant at Greater Noida.

2001 Merged "Starlite" & "Sleepwell" brands to have all comfort products under one

brand.

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2002 Expanded operations in North from a plant at Rajpura, Punjab.

2003 Set - up a manufacturing unit at Sikkim.

2004 Set - up a plant for production of Rubberized Coir in North India.

2005 Acquired Polyurethane & Polystyrene business of Joyce, Australia

2006 Entered into a Joint Venture with Woodbridge Group, Canada for manufacturing

moulded P.U. Foam - Auto components.

2008-09 (refers to financial year, April 1 to March 31), Sheela Foam (the

consolidated entity) reported a net profit of Rs.209.6 million (Rs.189.8 million in

2007-08) on a total operating income of Rs.6.53 billion (Rs.5.97 billion).

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O U R V I S I O N

We will continue to be recognised

As a leading organisation in quality comfort products

While practicing values of integrity, reliability, pro-activity & transparency

To do business with a smile for customer delight

And a commitment to society

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1.3 THE MANAGEMENT

Sheela Gautam – Founder & ChairpersonAn avid entrepreneur, seasoned politician, renowned social worker

& philanthropist, Mrs. Sheela Gautam, has a multifaceted

personality. Born in a family of freedom fighters and diplomats in

1931, she completed her graduation with an additional degree in

education. She founded Sheela Foam in 1971 and has been actively

involved in growing the organisation for two decades before moving

into active politics.

A prominent figure in Indian Politics, she was elected to the Member

of Parliament (Lok Sabha), for four consecutive terms. She has also

been a member of several Consultative Committees formed by the

Government of India like Health & Family Welfare, Railways,

Public Undertakings, Communications, Petroleum & Natural Gas,

Empowerment of Women etc. to name a few.

As the Chairperson of Sheela Group, she continues to be the mentor

and guiding factor for the organization.

Rahul Gautam – Managing Director

Mr. Rahul Gautam is the Managing Director of Sheela Foam, India

and Chairman of Joyce Pty Ltd., Australia. A Chemical Engineer

from IIT, Kanpur with Masters Degree in Chemical Engineering

from Polytechnic Institute of New York, USA, Mr. Gautam

personally looks after the Group’s Finance, JVs and Acquisitions.

With his vision, intense zeal and highly focused approach Sheela

Foam has not only achieved enviable growth in the past, but also

pushing itself to scale greater heights. Under his stewardship, in

2005, Sheela Foam acquired the business of Polyurethane Foam &

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Polystyrene of M/s. Joyce Foam, Australia, entered into joint

ventures with M/s. Woodbridge group, Canada and A.H. Beard,

Australia in 2006 & 2008 respectively. Woodbridge is the largest

manufacturer of moulded P.U. Foam products for automotive

industry in the world and A.H. Beard is leader in Bedding Industry.

Rahul Gautam is also the Chairman of Polyurethane Association

of India. Under his dynamic leadership, the first Polyurethane

Summit 'PUTECH-2005' was successfully held in October ’05 and

subsequently in March ’08 in India.

He enjoys Out-door sports, Reading Books on Management &

Philosophy, Listening to Indian Classical Instrumental music and

Supporting educational activities.

Namita Gautam – Director HR

A professionally qualified and experienced Human Resource Specialist

with extensive knowledge and skills in Training and Development, Project

Management, Media and Communication, Mrs. Namita Gautam is the

Director-HR of Sheela Foam.

With a background in Corporate Law, Mrs. Gautam is actively involved in

family business since 1984 and is now looking after a thousand and above

work force of Sheela Group. Her leadership and organizational capabilities

has been a key driver for Sheela Foam`s success story.

A hardcore humanist, Mrs. Gautam is also the Managing Trustee of

'Sleepwell Foundation' - a charitable organization working under the aegis

of Sheela Foam. Sleepwell Foundation is actively involved in various

community development programmes in the filed of sleep, health &

education.

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Mrs. Namita Gautam has been associated with FICCI Ladies Organisation

(FLO) since 1991, she served the organisation in the capacity of Treasurer,

Vice President and National President. FLO, a national forum for Women,

is an allied body of the Federation of Indian Chambers of Commerce and

Industry (FICCI) – one of the apex organizations of Industry and Trade in

the country.

She is a Paul Harris Fellow Rotarian of Rotary Club of Delhi Main for the

last 10 years. An ardent admirer of arts, culture & traditions, she is actively

associated with 'Samagam' – a cultural organization. She is also member of

Global League of Women & All India Kitchen Garden Association.

Rakesh Chahar – CEO Sleepwell

Having a bachelor's degree from Delhi University, Mr. Chahar has

more than 20 years experience in designing and marketing of P.U.

Foam products. A strong believer in team work, he overseas the

sales & marketing of 'Sleepwell' brand mattresses, cushions, pillows,

and foam sheets through a network of over 70 distributors, 3000

dealers and several exclusive showrooms in India.

During his tenure, the Company’s flagship brand 'Sleepwell'

emerged as the most popular Indian brand in home comfort

products.

Mr. Chahar’s expertise lies in understanding the customer needs and

quickly responding to it.

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Ravindra Sharma – CEO (East, West & South)

A Post Graduate with degree in Law, Mr. Ravindra Sharma is

looking after the Sheela Foam operations in East, West & South

India. A great visionary and think-tank, Mr. Sharma helped the

organization to set up several manufacturing units across India, to

cater to the growing needs of foam. Today, these plants have broken

several old records of production & sales.

Mr. Sharma strongly believes in continual improvement, automation

and optimization of resources, so that customer gets a good product

at reasonable rate

.

He is far away from fancy & frills and his simplicity is his beauty.

Tushaar Gautam – Director

Tushaar Gautam, the youngest member in the Board of Sheela

Group is son of Mr. Rahul Gautam. Born in 1978, Tushaar is a

Science Graduate in Industrial Engg. & Management from Purdue

University, USA and heads the Research & Development Division

Extremely motivated and an eager learner, he possesses leadership

qualities and strongly believe in teamwork. A highly qualified and

dedicated team of engineers & technicians are working with him in

R&D.

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1.4 PRODUCTS

Export products

Standard Foam

Grades & Specifications

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Grade Nominal Density

(kg/m3)

Hardness 'N'

(at 50% compression)

Resilience Applicable

Standards

Typical Uses

Low Density Range510 10+1 175 - 215 30% min. IS-7888

ASTMD: 3574

General Purpose

Packaging

515 15+1 215 - 235 30% min. IS-7888

ASTMD: 3574

Quilting and General

Purpose Uses

Medium Density Range523 23+1 275 - 315 35% min. IS-7888

IS-7933

ASTMD:3574

Upholstery

Garments

Mattress Overlays

528 28+1 314 - 334 35% min. IS-7888

IS-7933

ASTMD:3574

Cushioning and Mattress

Application

532 32+2 295 - 335 35% min. IS-7888

IS-7933

ASTMD:3574

Upholstery

Garments

Mattress Overlays

High Density Range540 40+2 350 - 390 40% min. IS-7888

IS-7933

ASTMD:3574


Application

550 50+2 370 - 415 45% min. IS-7888

IS-7933

ASTMD:3574


Application

Major ApplicationsCushioning Household articles Toys etc.

Soft Foam

These are polyether based polyurethane foams, made with extra

softness for specific comfort applications.


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(kg/m3)

Hardness 'N'

(at 50%

compression)


Standards

Typical Uses

515 Soft 15+1 118 - 135 40% min. IS-7888

ASTMD: 3574

Quilting and Mattress

Overlays

521 Soft 21+1 118 - 135 40% min. IS-7888

ASTMD: 3574

Pillows, Mattress Overlays,

Quilting

530 Soft 30+1 125 - 165 40% min. IS-7888

ASTMD: 3574

Sofa Seat Cushions,

Arm and Back Rest.

Major ApplicationsPillows Quilting Top lining in sofas, Mattress overlays etc.

Hard Foam

These are polyether based polyurethane foams with an

increased hardness range, ideal for application in areas where

additional support is required. The foam can be die-cut, milled

and laminated with other fabrics.


Polyester Foam


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(kg/m3)

Hardness 'N'


Applicable

Standards

Typical Uses

523 Hard 23+1 735 - 800 IS-7888

ASTMD: 3574

Laminated Fabric for

Shoe Industry, Shoe Shiner

560 Hard 60+3 735 - 800 IS-7888

ASTMD: 3574

Laminated Fabric for

Shoe Industry

536 Hard 36+2 At 16% compression

900 - 950

IS-7888

ASTMD: 3574

For Sunvisors in Auto

Industry

Major ApplicationsMid-sole of shoes Shoe uppers Automobiles parts etc.

Flame Retardant Foam

These foams are made with additives that not only slow

down the fire but also get it self-extinguished. These foams

are available in polyether as well as polyester based. They

are designed to meet specific applications where the fire

retardant property of the foam is of utmost importance. They

can be profiled , milled , felted , laminated etc.


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(kg/m3)

Hardness 'N'

(at 40%

compression)

PPI

(pores/inch)

Applicable

Standards

Uses

PY 521 21+1 140 min. 70+10 ISO:845

ISO:3386

IS:7888

General Purpose,

Textile Lamination

PY 523 23+1 150 min. 90+10 ISO:845

ISO:3386

ISO:7888

Packaging Interlining,

Shoulder Pad, Flame Lamination

PY 530 30+1 170 min. 70+10 IS:845

ISO:3386

ISO:7888

General Purpose, Industrial

Application, Vibration

Dampening

PY 535 35+2 170 min. 75+10 ISO:845

ISO:3386

ISO:7888

Industrial Washers, Gaskets,

Protective Packaging

Major ApplicationsSound absorption Flame lamination Padding Sealing Thermal insulation packaging etc.

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Grade Nominal

Density

(kg/m3)

Hardness 'N'

(at 50%

compression)


Standards

Typical Uses

Polyether Based Foam523FR 23+1 180 - 220 28% min. Meets flammability

requirement of IS-7888,

MVSS-302

Automobile Seat Covers, Mattress

528FR 28+1 162 - 200 40% min. Meets flammability


MVSS-302

Furniture Cushioning, Transport

Seating

532FR

UL

32+2 260 - 300 42% min. Meets flammability


BS-5852 (Crib-5)

California, Test Bulletin

117, UL-94 MVSS-302

Automotive Applications, Transport

Seating Acoustic Application, Mattress,

Thermal Insulation of wires Harness In

Automobiles



MVSS-302

Heavy duty Seating Mattress



MVSS-302

NES-713, CA-117,

NCD-1407

Specific Upholstery Seat for Naval

Ships, Heavy Duty Seating Mattresses

Polyester Based FoamPY528FR28+2 140 min 70+10 Meets flammability

requirement of IS-

7888, MVSS-302

Acoustic Applicatins, Flame

Lamination

PY532FR32+2 140 min 70+10 Meets flammability

requirement of IS-

7888, MVSS-302

Acoustic Applicatins, Flame

Lamination

Major ApplicationsFurniture Cushioning Mattress Lamination for automobile, transport industry etc.

High Resillence Foam

These foams have a resilience of greater than 45%, which

indicates good recovery and ultimate comfort. This is the

only foam in cushioning which has properties that are close

to or are better than Natural Latex

High Resilence foam is used all over the world to create high

quality bedding and furniture.


Viscoform

Viscoform has a ball rebound resilience value of less than 20%, as

compared to 35% of Conventional foam. Viscoform is ideal for

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(kg/m3)

Hardness 'N'



Standards

Typical Uses

28HR 28+1 50 - 70 55% min. IS-7888,

ASTMD:3574

Mattress Overlays

Bed Rest, Soft Bags

Furniture Cushioning

32HR 32+1 80 - 100 50% min. IS-7888,

ASTMD:3574

Mattress Overlays

Bed Rest, Soft Bags

Furniture Cushioning

35HR 35+2 170 - 230 45% min. IS-7888,

ASTMD:3574Firm Seating

60HR 60+2 130 - 170 48% min. IS-7888,

ASTMD:3574

Commercial Seating

Transport Seating

Mattresses

Major ApplicationsHigh Quality Bedding Furniture

body contact products as it provides an even pressure distribution,

assisting the flow of blood and significantly reducing the risk of

pressure sores whilst greatly increasing comfort levels.

Slow Recovery Foam was initially developed by NASA for

astronauts, to negate the effects of loss of gravity, while in space.


UV Stable Foam

Most Polyurethane foams have a poor stability to light. the paling

(or yellowing) of foam is due to oxidation which is caused by

combined action of oxygen and light, especially UV light.

UV Stable Foam has high stability to light, obtained by means of

specialadditives.

All our grades of foam can be made UV Stable based on

requirement.

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Grade Comfort Factor Hardness at 40% Resilience Typical Uses

VR 52/50 1.8 5+1.5 Kgf at 22oC 10%+2% at 22oC min. Seat Cushion Overlay

Bedding Overlay

VR 85/70 2.2 7+1.5 Kgf at 22oC 5%+2% at 22oC min. Seat Cushion Overlay

Bedding Overlay

Major ApplicationsMattress Overlay Medical Mattress

Reticulated Foam

These are available in Polyester & Polyether and have 100% open cells made by

the thermal reticulation process. These foams are ideal for filtration and pre-

filtration. Polyester based Reticulated Foams are stable with organic chemicals

like petroleum products, oils etc. They can thus be used effectively to mop up

and filter organic chemicals

Similarly, polyether based Reticulated Foams are not affected by water and are

thus ideal for water filtration. These foams can be saw-cut, milled, glued and die-

cut.


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Evaluating Resistance To Light

Resistance to light is evaluated with a Weatherometer and is expressed in terms of

the number of hours of exposure to the Xenon lamp that is necessary to reach a

certain degradation or color fading. The number of hours may also be given by a

blue scale index from 1 to 8. Our UV Stable foams present a high blue scale index

and is also thermally stable.

Major Applications

•Decoration •Clothing •Sports shoe •Inner wears etc.

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(kg/m3)

PPI

(pores/inch)

Applicable Standards Uses

Polyester Based Foam528 R-20 28+1 28+8 IS-7888

ISO:3386

ISO-1798

Air & Liquid Filtration,

Speaker, Grills

528 R-30 28+1 30+5 IS-7888

ISO:3386

ISO-1798

Air & Liquid Filtration,

Speaker, Grills

528 R-45 28+1 45+10 IS-7888

ISO:3386

ISO-1798

Air Filtration and

Filtration of liquid

Petroleum Products

528 R-60 28+1 60+10 IS-7888

ISO:3386

ISO-1798

Air Filtration and


Petroleum Products

528 R-80 28+1 80+10 IS-7888

ISO:3386

ISO-1798

Air Filtration and


Petroleum Products

528 R-90 28+1 90+10 IS-7888

ISO:3386

ISO-1798

Air Filtration and


Petroleum Products

Polyether Based Foam520 R-11 20+1 11+4 IS-7888

ISO:3386

ISO-1798

Water Filtration

520 R-20 20+1 20+5 IS-7888

ISO:3386

ISO-1798

Water Filtration

520 R-30 20+1 30+5 IS-7888

ISO:3386

ISO-1798

Water Filtration

520 R-40 20+1 40+10 IS-7888

ISO:3386

ISO-1798

Water Filtration

Major Applications

Filtration and pre-filtration of air in automotive industry

Acoustic Absorption Foam

These forms are speciallt made for special application wherein fire retardancy

and sound absorption characteristics are required. The foam has NRC (Noise

Reduction Co-efficient) value of 0.8. This can be easily glued to other material

such as non-woven fabric., glass fiber, sun mica, gypsum sheet etc. by means of

glue. This foam can also be supplied in profiled sheet form.


Antistatic Foam

Antistatic Foams assure adequate electrostatic discharge

protection by making the foam electrically conductive. It is

made of soft Antistatic Polyether, which offers maximum

protection against shocks and vibration. It does not

accumulate electrical charge to a high electrical potential,

instead allows dissipation of generated charges.

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(kg/m3)

Applicable Standards Uses

30 FRUL Grey 30+1 UL 94 Sound Insulation of Building Walls,

Sandwiched Panel, DG Set Canopies,

Consoles etc.

VR 45-100FR 45+2 UL 94 Sound Insulation of Building Walls,

Sandwiched Panel, DG Set Canopies,

Consoles etc.

Major Applications

For sound absorption in theaters, public rooms, electronic data processing industries,

automotive engine testing rooms, aeronautical and transport industry.

These foams can be die-cut so that foam surface fits perfectly

around the item, to be packed and transported.


Home products

Back support range

Durafirm Spine Care Flexi Coir

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(kg/m3)

Hardness 'N'

(at 25%

compression)

Volume resistivity

(ohm-m3)

Surface resistivity

(ohm-m2)

Applicable

Standards

STAT 523 23+1 80 - 120 < 5 x 1012 < 1 x 1012 ISO:845

ISO:2439B

ASTMD:257

STAT 528 28+1 90 - 130 < 5 x 1012 < 1.5 x 1012 ISO:845

ISO:2439B

ASTMD:257

Major Applications

Packaging and transportation of light items such as printed circuit boards, semi

conductors, electronic goods, cameras etc.

Some of the unique advantages of these Sleepwell Mattresses are - 1) Designed

specially to offer orthopedically correct posture and comfort to back and spine. 2)

Unique combination of Coir and Super Bond inner core. 3) Provides additional

support to your back, thereby relieving backaches. 4) Comes with five year

Guarantee*. 5) Available in: 4" thickness. 6) 3-Way Anti-Sag Comfort-Action

Technology is applicable for this model

Durafirm Flexi Puf

A range that offers maximum support to your back and keeps the spine healthy. Some

of the unique advantages of these Sleepwell Mattresses are - 1) For superior comfort

and orthopedically correct firm support. 2) Made from Super Bond Flexi PUF. 3)

Quilted with premium jacquard fabric. 4) Comes with five year Guarantee*. 5)

Available in: 4", 5" & 6" thickness.

Premium range

Impression (REJUVENATE EVERYDAY)

Some of the unique advantages of these Sleepwell Mattresses are - 1) Based on

NASA's Visco Elastic Temperature Sensitive Material. 2) Senses and shapes itself to

your body. 3) Reduces overall pressure placed on body joints. 4) Beats stress and

fatigue, enhances deep sleep. 5) Improves blood circulation for good health and well

bring. 6) Premium fabric cover and quilting for plush international feel. 7) 10 years

guarantee*. 8) Available in 2 models: Regal 6” and Majesty 8” thickness

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Latex Plus (BOUNCE BACK TO LIFE)

Some of the unique advantages of these Sleepwell Mattresses are - 1) Made from

Latex Plus technology for superior bounce. 2) Resilience matched with natural latex

reducing pressure points. 3) Luxurious hand feel with premium fabrics. 4) 5 years

guarantee*. 5) Available in: 5”, 6” and 8” thickness

DUET Luxury (Dual comfort mattress)

DUAL HARDNESS MATTRESS WITH A TOUCH OF LUXURY.

Offers a soft side and a firm side in the same mattress for all season comfort.

Firm Side Up Sequence:- QUILTING, SUPER BOND, LATEX PLUS, VISCO

ELASTIC, KNITTED FABRIC QUILTED WITH VISCO ELASTIC.

Soft Side Up Sequence:- KNITTED FABRIC QUILTED WITH VISCO ELASTIC,

VISCO ELASTIC, LATEX PLUS, SUPER BOND, QUILTING

DUET (Dual comfort mattress)

Some of the unique advantages of these Sleepwell Mattresses are - 1) Offers firm and

soft side in one mattress for individual comfort. 2) All season benefit. 3) Super

Bonded material for firmside. 4) Latex Plus material for soft side. 5) Premium cotton

Satin fabric. 6) Both side quilting. 7) 5 years guarantee. 8) Available in: 5” thickness.

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Flexi puf range

Resitec Air

GO TO BED WITH SOMEONE COOL, EVERY NIGHT.

Presenting Resitec Air with Reticool - Advanced Air Flow System.

A unique combination of scientifically developed ReticoolTM Layer that promotes Air

Circulation keeping it cool and a Resitec Core that reduces pressure points for desired

comfort

Resitec Pearl Plus

Some of the benefits of these mattresses are - 1) State-of-the -art Resitec Pearl Plus. 2)

Premium high resilience Flexi PUF Core. 3) Reduces pressure points on the body and

remains cool providing luxurious comfort and optimal support. 4) Enhances quality of

sleep. 5) Comes with 15 years of guarantee*. 6) Available in: 4.5" , 5.5" & 6.5"

thickness

Resitec Gold Plus

Some of the benefits of these mattresses are - 1) State-of-the -art Resitec Gold Plus. 2)

High resilience Flexi-PUF Core. 3) Reduces pressure points on the body and remains

cool. 4) Enhances comfort and support. 5) Comes with 10 years of guarantee*. 6)

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Available in: 4" , 5" & 6" thickness.

Diamond & Diamond Plus

Diamond Mattresses specially designed to be simple yet no less in comfort. Some of

the benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3",

4", 5" and 6" thickness. 3) Up to 25 years of guarantee*.

Diamond Plus Mattresses which are styled with plush premium fabric with quilting

to give you excellent comfort and support. Some of the benefits of these mattresses

are - 1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6"

thickness. 3) Up to 25 years of guarantee

Pearl & Pearl Plus

Pearl Mattresses specially designed to be simple yet no less in comfort. Some of the

benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3", 4",

5" and 6" thickness. 3) Up to 15 years of guarantee*.

Pearl Plus Mattresses which are styled with plush premium fabric with quilting to

give you excellent comfort and support. Some of the benefits of these mattresses are -

1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6" thickness. 3)

Up to 15 years of guarantee

Gold & Gold Plus

Gold Mattresses specially designed to be simple yet no less in comfort. Some of the

benefits of these mattresses are - 1) Attractive printed fabrics. 2) Available in: 3", 4",

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5" and 6" thickness. 3) Up to 10 years of guarantee*.

Gold Plus Mattresses which are styled with plush premium fabric with quilting to

give you excellent comfort and support. Some of the benefits of these mattresses are -

1) Both sides quilting with plush fabric. 2) Available in: 3", 4", 5" and 6" thickness. 3)

Up to 10 years of guarantee*.

Delta

Some of the benefits of these mattresses are - 1) Quilted with attractive polycot fabric.

2) Value for money. 3) Comes with one year of guarantee*. 4) Available in: 3"

thickness

Nano

Some of the benefits of these mattresses are - 1) Made from Rebonded Flexi PUF. 2)

Value for money. 3) Comes with one year of guarantee*. 4) Available in: 4" thickness

Champ

Benefits:

• UFT-Ultra Firm Technology material makes the mattress firm, providing extra

support to the spine

• Layer of HR Flexi PUF above UFT Layer for enhanced comfort.

• Attractive printed polycot fabric quilted with Soft Flexi PUF on both sides.

•Available in 4” and 5” thickness

28

• 3-year guarantee

Sheets for mattresses

Some of the benefits of these Flexi puf sheets are - 1) Used for residential and

industrial purpose. 2) Made up of 100% pure Flexi PUF with various densities. 3)

Also available separately in 100% cotton zip covers. 4) Washable (to keep the

mattress fresh & odourless). 5) Up to 25 years of guarantee*.

Pillow range

Impressions

Impressions Pillow users Visco Elastic Temperature Sensitive Material developed by

NASA, which reduces the pressures on the head, resulting in a comfortable and

tranquil sleep. It has a primary cover of a special fabric called 'Lycra', the uniqueness

of Visco Elastic Temperature Sensitive Material makes this pillow the first choice for

health conscious people

Curves

Orthopedically designed, Sleepwell 'Curves' Contour Pillow is carved out of a block

of high quality Flexi Puf Polyurethane material to provide relief from neck pain. It

comes in one piece without any stuffing, joints or sticking. With a primary cover of a

special fabric called 'Lycra', Treated with Ultra-Fresh*, It ensures hygiene and keeps

you away from allergy.

Indulgence

29

'Indulgence' is a state-of-the-art Moulded Flexi PUF Pillow that comes with a

premium 100% cotton primary cover. There is a perfect balance between its unique,

scientifically designed shape and its ultra softness to give you the ultimate sense of

comfort. Manufactured using CFC-free, state-of-the-art machinery and high-tech cold

cured technology, Indulgence is the best in its category

Prima

Made up of 23 Density soft flexible Polyurethane material for better support &

comfort. 100% cotton primary cover which makes Flexi-Puf Pillow ideal for all

seasons. These are available in Medium, Large and Extra Large size

Norma

Made up of soft flexible Polyurethanes material. Provides a unique combination of

support and comfort. Comes with a primary cover for enhanced product life.

Emotions

'Emotions' Pillow is made from unique conjugated siliconised fibre for a silky feel

allowing your head & shoulders to sink into a world of absolute comfort. This Pillow

has premium primary cover quilted with micro fibre with a flexible gusset which

enhances comfort and aesthetics. The extra comfort and premium feel of 'Emotions'

30

guarantees luxury.

Sparsh

The finest pillow in the category. Made up of a unique Micro Fibre which lends a

silky feel and allows your head & shoulder to sink into a world of absolute comfort. A

primary cover of Satin enhances the overall look feel of the product. These are

available in three sizes: Medium, Large and Extra Large.

Anubhav

A refined model of Fibre category made up of 100% Hollow Siliconised Fibre for

extra softness and better feel. A primary cover of 100% cotton fabric keeps it fresh

and comfortable round the year. These are available in three sizes: Medium, Large

and Extra Large.

1.5 DEFINITION OF ADVERTISING

The word advertising originates from a Latin word advertise, which means to turn to.

The dictionary meaning of the term is ³to give public notice or to announce publicly .́

Advertising maybe defined as the process of buying sponsor-identified media space or

time in order to promote a product or an idea. The

American Marketing Association, Chicago, has defined advertising as³any form of

non-personal presentation or promotion of ideas, goods or services, by an identified

sponsor.

What Advertisement Is?

31

Advertisement is a mass communicating of information intended to persuade buyers

to buy products with a view to maximizing a companys profits. The elements of

advertising are

(i)It is a mass communication reaching a large group of consumers.

(ii) It makes mass production possible.

(iii) It is a commercial communication

because it is used to help assure the advertiser of a long business life with profitable sales.

(iv) Advertising can be economical, for it reaches large groups of people. This keeps

the cost per message low.

(v) The communication is speedy, permitting an advertiser to speak to millions of

buyers in a matter of a few hours.

(vi)Advertising is identified communication. The advertiser signs his name to his

advertisement for the purpose of publicizing his identity.

Different Mediums of Advertisingy:-

1. Newspapers and magazines

2. On radio and television broadcasts

3. Circular of all kinds

( whether distributed by mail, by person, thorough tradesmen, or by inserts in

packages);

4. Dealer help materials

32

Window display and counter and display materials and efforts

Store signs, motion pictures used for advertising

5. Novelties bearing advertising messages and Signature of the advertiser,Label

stags and other literature accompanying the merchandise

1.6 Importance of Advertising

Back in 1950s, it was said that doing business without advertising is like winking at a

girl in the dark; you know you what you are doing, but nobody else does. The

message was: 'Come on, turn on the light, it pays to advertise'. Today, in this complex

world amidst heavy rush or everything, having a densely crowded scenario of

multiple ads even winking in broad daylight goes unnoticed. Since everyone is

advertising, the idea is to do it with innovation.

Advertising is of immense utility both to large and small business. There can be no

doubt that advertising efforts would result in creation of additional sales. All forms of

promotion of sale of goods is in one way or the other, supported by extensive

advertising campaign. It is not possible to imagine survival of any business, which is

in the business of "make and sell" in the absence of advertising efforts. Advertising

has extended its coverage to include non-business enterprises also e.g.. Public Water

Works

advertises the need to preserve precious water and to cultivate the habit of drinking

clean water free from any form of pollution. Countless illustrations can be provided

wherein non-business enterprises have recognised the importance of advertising and

their use it as a tool to promote ideas and services.

Advertising is an economic activity and it generates employment. Thousands of men

and women are directly or indirectly, employed in professional advertising.

Advertising is an economic proposition. People who invest their money in advertising

33

anticipate positive results. Hence, advertising must be result-oriented. Every

newspaper or magazine survives on the advertisements that it receives.

Advertisements are definite source of revenue to the publishers. Because of the

advertisements inserted in newspapers and magazines, they are sold at lower price,

which can be afforded by the public. Advertising is of paramount importance because

it creates better-informed public by making available innumerable publications at an

affordable price. Considering the response

that advertisements generate, it can be stated that "advertising does not cost too

much".

In older to cut down production cost per unit there is a need to increase the total sales

turnover. When overall sales increase, production cost per unit is automatically

slashed and more people buy the goods. Apart from towering production costs,

advertising also pays for entertainment and education through use of media like radio

and TV.

Consumer is the king in the market. He cannot be compelled to buy anything. At the

most, he can be persuaded to patronise a certain brand. It is here that advertising plays

a prominent role.

There is no standard format to be followed to make advertising liked by every person.

Advertising is a creative field. Individual likes and dislikes determine success of

advertising or its failure. Advertising scores over personal selling because it provides

freedom of choice to the consumer. Decision to make purchases is independently

arrived at by the consumers. No civilised society can record constant progress and

ensure better standard of living to its people in the absence of information and

education provided by advertising.

Advertisement for building image can truly be looked upon in the context of global

business and marketing as a subject about which many professionals hold firm views,

but know surprisingly little about. Some see it as a menace, as an expensive flag

waving exercise which their company can easily do without. Others regard it as a

myth, arguing that publicity by of virtue its obvious nature, cannot hope to change

perceived images in people’s minds.It is in fact, a management tool to influence the

34

outside world-the target group. So, the real significance of building corporate image

lies in preparing and consolidating a sound global consumer base. Every company

wants to have a favorable image in the global market. In case of Sheela Foams also,

image-building plays the most important part in determining its marketing strategy.

Building corporate image is concerned with building confidence and credibility by

helping your target group understand you better. Familiarity in this case normally

improves acceptability of who you are and what you are doing. Ignorance, on the

other hand, can lead to mistrust, or even contempt in some situations. Corporate

image is built through more than one strategic means, and often a combination of

activities.

Sheela foams also understand the need to aware the modern day about its consumers

and hence given more serious thinking into the advertising part of the promotional

mix.

Confluence Communication has also bagged Sheela Foams advertising and media

account over a four-agency pitch. The account is pegged at Rs 4 crore.

The company wants to go a long way in creating a sound customer base both in Indian

and in Australia. It understands the severe competition in the market and the large

availability of options for the modern day consumer. It does not want to give its

competitors any scope of advantage over it.

35

CHAPTER-2

RESEARCH

METHODOLOGY

36

OBJECTIVE OF THE STUDY

Every organization has to achieve its organization goals. For this it is very essential

for an organization to know about the view of consumers and their competitive

products. This survey research may be also aimed as to estimate potential buyer for

the product. The objective of the study is as under:-

To identify the requirement of more advertising by Sheela foams

To study the market of Sheela Foams

To study customer buying behavior and factors which influence the purchase

decision process.

To know how the company has been successful

37

2. RESEARCH METHODOLOGY

Achieving accuracy in any research requires a deep study regarding the subject. The

prime objective of the project is to identify the need of advertising in the market.

The research methodology adopted is basically based on primary data via which the

most recent and accurate piece of first-hand information could be collected.

Secondary data has been used to support primary data wherever needed.

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method,

where a face-to-face formal interview was taken. Lastly observation method has been

continuous with the questionnaire method, as one continuously observes the

surrounding environment he works in.

38

2.1 Type of Research Methodology

EXPLORATORY:EXPLORATORY:

Type of research carried out was EXPLORATORY in nature; the objective of suchType of research carried out was EXPLORATORY in nature; the objective of such

research is to determine the approximate area where the drawback of the company liesresearch is to determine the approximate area where the drawback of the company lies

and also to identify the course of action to solve it. For this purpose the informationand also to identify the course of action to solve it. For this purpose the information

proved useful for giving right suggestion to the company.proved useful for giving right suggestion to the company.

2.22.2 DATA COLLECTIONDATA COLLECTION METHODMETHOD

There two type of method of data collectionThere two type of method of data collection

PRIMARY DATAPRIMARY DATA

SECONDARY DATASECONDARY DATA

Primary data was collected using the following techniques

Questionnaire Method

Direct Interview Method and

Observation Method

The main tool used was, the questionnaire method. Further direct interview method,

where a face-to-face formal interview was taken. Lastly observation method has been

continuous with the questionnaire method, as one continuously observes the

surrounding environment he works in.

DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE. DATA USED FOR THE RESEARCH WORK WAS PRIMARY IN NATURE.

39

PRIMARY DATAPRIMARY DATA: :

Primary data is that which is the collected for the first time and thus happen to bePrimary data is that which is the collected for the first time and thus happen to be

originated in character.originated in character.

QUESTIONNAIRE SURVEYQUESTIONNAIRE SURVEY::

IN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIREIN THE STUDIES A QUESTIONNAIRE IS PREPARED. THE QUESTIONNAIRE

CONSISTS OF 9 QUESTIONS.CONSISTS OF 9 QUESTIONS.

SECONDARY DATASECONDARY DATA::

SECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADYSECONDARY DATA REFER TO THE DATA THAT HAS BEEN ALREADY

COLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TOCOLLECTED .THE SECONDARY DATA, WHICH HAS BEEN USED TO

CARRY OUT THIS STUDY, ARE AS FOLLOW: CARRY OUT THIS STUDY, ARE AS FOLLOW:

BOOKS, JOURNALS, MAGAZINES, NEWSPAPERSBOOKS, JOURNALS, MAGAZINES, NEWSPAPERS

INDUSTRY REPORTSINDUSTRY REPORTS

COMPANY’S INTERNET SITE COMPANY’S INTERNET SITE

SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES. SOMEOTHER RELEVANT STUDY MATERIAL AND WEBSITES.

SAMPLE UNITSAMPLE UNIT: -: - NCR. NCR.

The research process was done by interacting with number of customers during theThe research process was done by interacting with number of customers during the

activities performed, which included, markets, cold calling, canopies, etc. Sampleactivities performed, which included, markets, cold calling, canopies, etc. Sample

Design consists of Random Sampling.Design consists of Random Sampling.

SAMPLE SIZE:- 50SAMPLE SIZE:- 50

40

2.3 2.3 METHOD OF COLLECTIONMETHOD OF COLLECTION: -: -

Field procedure for gathering primary data included observation and interviewField procedure for gathering primary data included observation and interview

schedule in which the questionnaires were filed by the interviewer. schedule in which the questionnaires were filed by the interviewer.

Personal interviews through self-administered survey was done to collect the data,Personal interviews through self-administered survey was done to collect the data,

market research was undertaken, that was accomplished by performing variousmarket research was undertaken, that was accomplished by performing various

activities designed.activities designed.

RESEARCH INSTRUMENTRESEARCH INSTRUMENT::

QUESTIONNAIREQUESTIONNAIRE

THE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THETHE QUESTIONNAIRE WAS FORMULATED BY KEEP IN MIND THE

FOLLOWING POINTSFOLLOWING POINTS: -: -

GIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THEGIVING THE RESPONDENTS. CLEAR COMPREHENSION OF THE

QUESTION.QUESTION.

INDUCING THE RESPONDENTS TO CO-OPERATE.INDUCING THE RESPONDENTS TO CO-OPERATE.

GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.GIVING INSTRUCTIONS AS TO WHAT IS NEEDED.

IDENTIFYING THE NEEDS TO BE KNOWN.IDENTIFYING THE NEEDS TO BE KNOWN.

41

Scope of the study

To conduct this research the target population using the sleeppwell products

Targeted geographic area of NCR. Sample size of 50 persons was taken.

To these 50 people a questionnaire was given, the questionnaire was a

combination of both open ended and closed ended questions.

The date during which questionnaires were filled.

Some dealers were also interviewed to know their prospective.

Finally the collected data and information was analyzed and compiled to

arrive at the conclusion and recommendations given.

Sources of secondary data

Used to obtain information on, Sheela Foam’s history, current issues, policies,

procedures etc, wherever required.

Internet

Magazines

Newspapers

Journals

Sleepwell Store

42

CHAPTER-3

DATA ANALYSIS AND

INTERPRETATION

43

Customer Response towards Questionnaire

Which Brand you have bought?

Sleepwell

Kurl on

Centuary

Springwell

Data Interpretation:- Sleepwell has good customer base in the market, but

competitors are not very behind, hence more work needs to be done for attracting

more customers.

Advertisement and other promotional activities is required to make the people aware.

44

36% use Sleepwell, while 28% use centuary,22% associate with kurl on and 14% use

spring well

How long you have been using this Product?

0-2 Years

2-5 Years

5-10 Years

More than 10 years

Data Interpretation:- It is seen that the number of buyers has decreased in the recent

time, so the company has to undertake more activities to sustain the present customer

base and increase it also.

45

Are you using other product with Sleepwell?

Yes

No

Data Interpretation:-Here are the customer responses about the use of the

Sleepwell product and other product rather than Sleepwell.

in this segment of survey 68 % of customer are aspire with Sleepwell and 32

% shown interest in other organizations in, which show that customers using

the Sleepwell products are satisfied with its use

How much of advertisement helpul in search before making purchase?

46

a)Helpful b)Not of much help

Data Interpretation:- We asked people whether the airing of advertisements

on any product helpful for them, does it help them in search of different

products 66% respondent positively stating that the advertisement was useful

while 38% believe that advertisements are not of much help.

47

Sales Performance of the Company (1987-2002) YearSales (Rs. million) 1990-91 82.661991-92 122.211992-93 168.551993-94 210.151994-95 278.191995-96 361.271996-97 483.791997-98 735.651998-99 1,009.241999-2000 1,095.722000-01 1,130.022001-02 1,162.842002-03 1,162.52003-04 1,132.852004-05 1,174.05

48

2005-06 1,190.022006-07 1,198.072007-08 2,0562008-09 2,120.89

SHOULD THE COMPANY BE MORE AGGRESSIVE IN ADVERTISING ITS

PRODUCTS?

a)Yes b)No

49

SHOULD THE COMPANY BE MORE AGRESSIVE IN ADVERTISING IT'S PRODUCTS ?

Yes78%

No22%

The importance of Advertisement today can never be over-estimated, it is common

for companies to advertise about themselves in different mediums like print, visual,

vocal, etc. Sheela foams no different, they offer a variety of products to its customers

and to keep people informed about them we see a variety of Advertisement.

But now we are trying to access if people think if the company should be more

proactive when it comes to advertising its products. The results show that people want

the company to spend more money in Advertisement; this would help the company in

informing the public about new products being offered by it and also help the people

to compare the Product offered by Sheela Foams with those offered by other Banks.

More than two-thirds of the entire respondents (78%) studied felt that the company

should be more Aggressive in advertising the products it offers. (22%) of the

respondents felt there was no need for the company to Advertise more their

products

Have you heard about Sleepwell?

a)Yes b)No

.

50

YES82%

NO18%

Data Interpretation:- On being asked whether they have heard about Sleepwell 82%

of the people responded in yes and just 18% responded with a no.

This tells us that most of the customers and prospects know about the Sleepwell brand

and with proper information the prospects can be converted into customers.

How do you know about it?a) Advertisement b) Friends

51

Data Interpretation:- Through the survey I was about to find out that 63% of

the people know about the Sleepwell product through their friends and only

37% know it through advertisement, which means that most of the people are

not about the proper information of Sleepwell mattresses, which is not good for

any company, so Sheela foam should work towards building a proper

advertisement strategy.

Why did you choose Sleepwell?

a) Comfort b) Better availability

c) Economic price d) Brand

52

It has been found that 45% people like the Sleepwell because of the comfort.So it

means that people are not aware of the brand properly which means that most of the

people are not aware about the proper information of Sleepwell mattresses, which is

not good for any company, so Sheela foam should work towards building a proper

advertisement strategy.

Do you give too much thinking before buying any mattress product ?

a) Yes

b) No

53

Data Interpretation:- To know the buying psychology of people, I asked them

whether they gave too much thought before buying any mattress product, 78%

responded positively with a yes and 22% with a no, which should give the company

the proof that the modern day customer is smart n conscious of his buying needs,

which makes it more necessary for the organisation to better inform the consumer

about its products.

54

CHAPTER 4

CONCLUSION

CONCLUSION

55

After conducting market research for Sheela foams we came to know about the

different needs of consumers, their valuable suggestions, responses to the different

questions.

With this information we can conclude that there is a need for Sheela foams to

explore the different advantages offered by advertisement.

Customer satisfaction level of most respondents is higher for Sleepwell mattresses

which is provided by survey. Higher satisfaction of Sheela foams was due to the

comfort and variety it provided to the customers. It has a good market share of

around 36% other than its competitors.

The main reason for its market share is due to brand image it has created over its

years of operation.

However, more focus should be given to improve its advertisement part of

promotional activities in order to improve market share and brand image.

As Sheela foams does not compromise with its quality so as it products come at a

higher price compared to its competitors. So it remains a dominant player in the

market.Sheela foams should increase its promotional activity. Also it should follow a

dynamic and competitive pricing policy to attract people from all the income group.

For the long time brand building and creating brand awareness is very necessary.

Sheela foams has to keep up with the quality of its services to make sure that the

brand loyalty is maintained at the same level. The company needs to establish the

Sheela foams for the long term. Another problem which is being faced is the increase

in competition. Moreover, due to less brand awareness the market has still been

unexplored. The awareness drive should be increased, as it is found that the

advertisement activities were found to be good but prospects are not aware of the

brand.

Keeping all the findings and recommendations in view Sheela foams has a very good

prospect to succeed if few of the organizational problem are solved with the

management using a strong hand as the industry has a huge prospect.

56

CHAPTER5

SUGGESTIONS

57

SUGGESTIONS

Following are the few suggestions to Sheela Foam for improving the market share

and image of the products concerned.

1. ADVERTISEMENT

Modification must be brought about in Advertisement strategies. It should be given

more thought.

2. AVAILIBILITY

The brand must be made available easily in, more stores should be opened near heavy

residential areas

3. PROMOTION

Company must undertake extensive promotional activities other than advertisement to

create brand awareness.

Discounted samples should be distributed among the areas where the company is

entering for the first time. Sales promotion tools like gifts, contests and coupons must

be given to retailers as well as customers and prospects.

Catalogues should be distributed among customers.

4. PRICE

Price should be as competitive as other company maintains

58

CHAPTER-6

LIMITATIONS

59

LIMITATIONS

No project is without limitations and it becomes essential to figure out the various

constraints that we underwent during the study. The following points in this direction

would add to our total deliberations:-

1. During the study, on many occasions the respondent groups gave us a cold

shoulder.

2. The respondents from whom primary data was gathered any times displayed

complete ignorance about the complete branded range, which was being studied.

3. Lack of time is the basic limitation in the project.

4. Some retailers/whole sellers refuse to cooperate with the queries.

5. Some retailers/wholesalers gave biased or incomplete information regarding the

study.

6. Money played a vital factor in the whole project duration.

7. Lack of proper information and experience due to short period of time.

8. Some retailers did not answer all the questions or do not have time to answer.

60

BIBLIOGRAPHY

61

BIBLIOGRAPHY

In this project report, while finalizing and for analyzing quality problem in details the

following Books, Magazines/Journals and Web Sites have been referred. All the

material detailed below provides effective help and a guiding layout while designing

this text report.

Books :

Kothari, C.R., Research Methodology- An Introduction, Research Methodology-

An Introduction, Research Methodology, second Edition, New Delhi, New Age

International Limited, 2011, Pg 1-20.

Kothari, C.R.,Methods of Data collection, Research Methodology, Second Edition,

New Delhi, New Age International (P) Limited, 2011, Pg 95-112.

Kothari, C.R, Processing and Analysis of Data, Research Methodology, Second

Edition, New Delhi, New Age International (P) Limited, 2011,Pg 122-131.

Websites:

http://www.Sheelafoam.com

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ANNEXURE

63

Name _____________________________________

Age _____________________________________

Occupation _____________________________________

Income _____________________________________

Q.1. Which brand do you prefer ?

a) Sleepwell b)Kurl On

c) Springwell d) Others

Q.2. Name of the brand you use?

a) Sleepwell b) Kurl On

c) Springwell d) Others

Q.3. Have you heard about Sleepwell?

a) Yes b) No

Q.4. How do you know about it?

a) Friends b) Advertisement media

Q.5. Do you think the company needs more advertising and exposure to its customer

a) Yes b) No

Q.6. How much is advertising useful for the search of product

a) Helpful b) Not of much help

Q.7. Why did you choose Sleepwell ?

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a) Comfort b) Better availability

c) Economic price d) Brand

Q.8. Do you give too much thinking before buying any mattress product ?

a) Yes b) No

Q.9. Do you use products other than Sleepwell’s?

a) Yes b) No

65

Sheela Foams

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