Professional Documents
Culture Documents
OF
NILKAMAL BITO STORAGE SYSTEMS PVT.
LTD. PRODUCTS
AT
Submitted by:
DEBENDU NAG
TO
DECLARATION
I, Mr. DEBENDU NAG, hereby declare that this project is the record of
authentic work carried out by me during the academic year 2008 – 2010 and
2
have not been leaked to any organization or institute for any favour,
whatsoever. And in the future also I promise to keep the integrity of the data
Signature
Debendu Nag
ACKNOWLEDGEMENT
3
It has been a proud privilege for me to get an opportunity to do the summer
project at Nilkamal-BITO Storage systems Pvt. Ltd. Pune. It has been my first
corporate exposure and the experience has been enriching and exciting.
PREFACE
4
Summer training cum project is the integral part of Management Course.
Theoretical knowledge only provides basic concept about the study. It doesn’t
guarantee success in tackling problems. But this training gives practical
exposure to the study.
Further the market condition in India has changed tremendously these
days due to liberalization in economy, which leads to growth in the market size,
completely in business, increasing awareness of people and volatile behavior of
consumer.
It is from here we learn our flaws before actually starting the work. It adds
to knowledge and better understanding of organization. This project has greatly
helped me in giving shape to my different efforts of understanding the practice
of marketing. The sweet and sore experiences are attempts to give me an initial
exposure in the practical field.
Perhaps I had no qualification and idea to present such type of report but I
tried to do my best to prepare it. When I started to write this project I felt, it
needs capacity and experience to do this work than I have. But taking it as a
challenge, I decided to do it. For me presenting this report is like a voyage. It is
only the blessings of my honorable teachers and elders by whom I inspired to
complete this project work.
EXECUTIVE SUMMARY
5
Nilkamal-is the world leader in the field of injection moulding furniture and a
key player in the material handling industry & storage system provider.
Nilkamal Bito storage system Pvt. Ltd. Is a company having 50-50% joint
venture between Nilkamal India and BITO Germany .
Scope of study :
After knowing the objective and scope of study the survey was conducted and a
structured questionnaire was prepared on which the responses where taken and
later a proper detailed study was done so as to figured out the major hurdles
that company facing.
Major findings :
In this project I came to know that Nilkamal is the market leader in branded
plastics crates and bins but there are a lot of scopes for enhancing their market
share. where as in the storage systems segment they need to work a lot in
building their brand reputation because they are very new to this sector.
Fighting against established brands like Godrej, Indo-built and local players
would prove to be tough but with their brand strength they can always succeed.
CONTENTS
8
1) Ventures of Nilkamal. 08
2) Company Profile 09-15
3) Products offered 16-22
4) Objective of Project. 23
5) Scope of study. 24
6) Methodology adopted. 25
7) Chief statistics. 26-28
8) Questionnaire 29-30
9) Chief findings. 31-32
10) Upcoming new prospects 33-34
10) Major hurdles for company. 35
11) Methods to launch new products 36-37
12) Recommendations to increase awareness. 38-39
13) Recommendations to control and reduce prices. 40
14) Future recommendations. 41-42
15) Conclusion 43
VENTURES OF NILKAMAL
9
Nilkamal-BITO storage systems Pvt. Ltd.
Hanel.
Cambro.
10
COMPANY PROFILE
Nilkamal BITO Storage Systems Pvt. Ltd. (NBSS) is a 50:50 Joint Venture
between Nilkamal Ltd. and BITO Lagertechnik Bittmann GmbH set up to
manufacture and distribute German designed steel storage systems. NBSS is
steadily growing to cater to the increasing material handling and quick
retrieving requirements generated by manufacturing and warehousing
processes.
NBSS’ plant is located in North India and is equipped with state of the art
machinery imported from Europe. Components are made from prime quality
steel conforming to DIN standards procured directly from reputed steel
manufacturers. The PLC integrated “Punching- Roll Forming - Cutting” line
and automated Powder Coating line ensure quality-engineered
products.
NBSS’ wide product range consists of both static and dynamic storage systems,
thereby allowing solutions to be tailored to customers’ exact process
requirements. NBSS also markets and services automated vertical storage
systems in India on behalf of Germany based Hanel Büro- und Lager system.
NILKAMAL Ltd was founded in 1985 and is an ISO 9001 and ISO 14000
company. Nilkamal is one of the largest manufacturers of plastic crates and
bins in India and a key player in the Indian Material Handling industry. In
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addition to crates and bins, Nilkamal’s product range includes pallets and
material handling equipment. All of these together with NBSS’ steel
storage systems make Nilkamal a one stop shop for all material handling needs.
BITO is a leading manufacturer and distributor of storage systems in Europe
and brings its product expertise, technical know-how and experience to NBSS.
Founded in 1845 inGermany, BITO is an internationally operating company
specialising in storage and order picking systems and has installations all
across the globe.
NILKAMAL
The Company has Joint Ventures in Sri Lanka, near Colombo and in
Bangladesh, near Dhaka. Both these Companies are Leaders in respective
markets for Moulded Furniture.
The Company also has a Joint Venture with Bito Lagertechnik Bittman GmbH
for the manufacture of Material Handling and Storage Systems in Metal, with a
manufacturing plant at Samba, Jammu & Kashmir.
All the manufacturing plants are ISO 9001/2000 Certified and practice 6 Sigma
manufacturing process. This extensive manufacturing infrastructure is ably
supported by our wide and strong sales network, operating through 45 Regional
Offices and 33 Warehouses spread across India.
Moreover, BITO assumes all the project related tasks from layout planning to
project management to assembly and after-sales service-whether of complex
facilties combinig different storage and order picking systems or of automated
installations for bin and tray storage.
BITO products are manufactured with the latest state-of-the-art machines. All
products as well as the entire organizational structures at BITO comply with
the requirements of DINO EN ISO 9001.
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NBSS
Nilkamal BITO Storage Systems Pvt. Ltd. (NBSS) is a 50:50 Joint Venture
between Nilkamal Ltd. and BITO Lagertechnik Bittmann GmbH set up to
manufacture and distribute German designed steel storage systems. NBSS is
steadily growing to cater to the increasing material handling and quick
retrieving requirements generated by manufacturing and warehousing
processes.
NBSS’ plant is located in North India and is equipped with state of the art
machinery imported from Europe. Components are made from prime quality
steel conforming to DIN standards procured directly from reputed steel
manufacturers. The PLC integrated “Punching- Roll Forming - Cutting” line
and automated Powder Coating line ensure quality-engineered
products.
NBSS’ wide product range consists of both static and dynamic storage systems,
thereby allowing solutions to be tailored to customers’ exact process
requirements. NBSS also markets and services automated vertical storage
systems in India on behalf of Germany based Hanel Büro- und Lagersysteme.
16
NILKAMAL Ltd was founded in 1985 and is an ISO 9001 and ISO 14000
company. Nilkamal is one of the largest manufacturers of plastic crates and
bins in India and a key player in the Indian Material Handling industry.
In addition to crates and bins, Nilkamal’s product range includes pallets and
material handling equipment. All of these together with NBSS’ steel storage
systems make Nilkamal a one stop shop for all material handling needs.
17
18
19
PRODUCTS OFFERED
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Automated storage systems
21
22
23
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The above mentioned NBSS-boltless shelving systems offer the following
advantages to you:
Frames:
• Easy and fast boltless assembly
• foot plates pre-assembled
Stiffening beams:
• insertion of the beams into the perforations in the uprights
panels:
• boltless insertion with shelf clips in increments of 25 mm
• short sides are double bended for safety
• long sides are triple bended for safety
• galvanized for long life
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_ very short installation times.
26
27
28
29
OBJECTIVE OF THE PROJECT
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3) To know customers buying behavior in buying a industrial
product and making a re-purchase
SCOPE OF STUDY
31
1) The survey covers only regions in and around Pune.
32
METHODOLOGY
1) The first thing that I had done was to know the product specification in
detail, for which I was going to do the survey.
33
3) Now I took appointments and went to the industries for filling up the
questionnaire.
4) Finally after collection data from different MIDC areas, I analysed and
gave recommendations to the company.
CHIEF STATISTICS
34
2) Number of industries met personally: 119
2) Area covered:-
Chakhan Pimpri
Fursungi Wagholi
Sanaswadi Bhosari
Pirangut Hinjewadi
35
SOME STATISTICS
CUSTOMER’S RESPONSE
1) Name of Customer-
………………………………………………………………………
2) Address of Customer-
………………………………………………………………………...
…………………………………………………………………………
3) Type of Industry-
a) Logistics-…… b) Pharmaceuticals-….. c) Engineering-…..
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d) Others-
…………………………………………………………………………
4) Contact Person & Designation-
………………………………………………………………..
1) Place Locations:-
……………………………………………………………………………
………………….
6) Any sister concern- a) yes b) no
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13) If yes, then fill the technical sheet—
18) If yes, then please provide feedback about Quality & Service-……
…………………………………………………………………………
CHIEF FINDINGS
2) Clients are more concerned about the price and quality rather than
the brand of the product. They argue that as long it is serving the purpose
of storage they are just fine with anything that is available.
40
3) The concentration of NBSS is more over the industrial and institutional
customers rather than local upcoming retail market, like sweet shops,
stationary shops, etc for USS & BSS.
7) New warehouses on the up front. In and around Pune, many new ware-
houses are coming up. The NBSS sales team could keep track of all the
newly built warehouses and promote the NBSS products there.
8) Nulife pharmaceuticals
Location:- Pimpri, Pune.
43
Fig 4:- market potential of Pune market for the products of NBSS
Fig 5:- sector wise market share of each player in storage sector
MAJOR HURDLES
44
1)Howto increase the sales and awareness of our products on a long time
basis?-
The major issue of concern for the company was to
increase the awareness of the product. Being a new product in the
market the awareness level of the product was very less as
compared to its chief competitors.
Another point of concern was to increase of NBSS
product sale for a long time basis. How could they make their
customer loyal to them for re-purchase? They were able to make a
one time purchase but they failed to convert it to a long term
relation with the customer.
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METHODS TO LAUNCH A NEW PRODUCT
4. Define your marketing strategy and tactics--Next, choose your sales and
marketing channels. Will you market online, via catalog or through dealers, for
example? Generally, multichannel marketers achieve the greatest success
because customers who can shop when and however they like tend to spend
more and shop more often. Suppose your strategy is to market a low-cost
workout device to people who can't afford gym memberships or high-priced
home equipment. You might choose traditional direct marketing plus online
sales as your primary channels, and employ tactics including direct-response
TV spots and online ads and e-mail solicitations that link to your website.
5. Test your concept and marketing approach--With all the money it takes to
bring a new product or service to market, it's foolhardy to rush headlong into
the launch phase prior to testing. What should you test? It's best to examine
your product or service bundle plus your marketing message and you're your
marketing materials. Depending on what you plan to market and your budget,
you can use formal focus groups (or simply host roundtable discussions with
members of the target audience), employ online research or mall intercept
studies, or distribute your product to a select group of users for testing. Only
after testing is complete, should you proceed to the final creation of your
marketing tools and materials.
6. Roll out your campaign--Public relations often plays a vital role in the
launch of a product or service. You can use media relations tactics to place
articles and win interviews, get coverage by allowing key press to review your
product, hold a launch event, or use grass roots marketing to build buzz. But no
matter what publicity route you choose, first make sure your product or service
is completely ready and available for purchase in order to maximize returns
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from the coverage you receive. And your other marketing efforts should follow
closely on the heels of your press roll out. Monitor the results from all media,
and in the first weeks and months, be prepared to adjust your campaign to take
advantage of what's working best.
7. Know your product's life cycle--The campaign you use during the
introduction and education phase of your product or service launch will need to
be updated as your product or service matures. If you're monitoring your
marketing results carefully, you'll begin to see diminishing returns that will
indicate when it's time to revise the product or service itself, alter your media
message, or even phase out this particular offering and lay the groundwork for
the launch of your next great idea
RECOMMENDATIONS TO INCREASE
AWARENESS
1) Cold calls
Cold calls is the most fundamental way to reach out to your
customers. One can make follow ups using cold-calls to make the
new prospects aware of the products.
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NBSS can put up counters at different business-expos
which would help them to increase the awareness level of the
product. They could display miniature models of their products.
5) Try to increase the follow-up frequency and provide better after sales
service-
NBSS should provide proper follow-up frequently.
They should regularly keep in touch with their customers and take
feedback of proper working of the storage systems.
49
the industrial magazines. If the articles are given in the middle
pages, there is utmost chance that it would go un-noticed.
9) Send mailsto all the customers to the database with a gap of 2-3
months for 1 year-
All the customers should be send reminder mails in
the span of 2-3 months for at least a year. It would keep the
product in their mind while making the next order.
10) NBSS product should be reflected in customers mind time to time by our
other division representatives-
The products of NBSS should also be promoted by
other sales executives of other departments of Nilkamal. For
example, their plastics division has a strong hold in the market. So
the sales people of plastics division should promote the NBSS
products in conversation with their clients.
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12)At @home, create small section for complete group-
@Home is the furniture division of
Nilkamal group. They have show rooms of large areas, mostly
targeted at the high end customers. So NBSS can put up kiosks
that have their products on display. Managers of other companies
visiting the shop could have a view of the products, and thereby
can recommend them as and when the requirement arises.
5) Expenditures
51
FUTURE RECOMMENDATIONS
5) Try to hit on new projects for more present & future business-
The reason is because if any customer loyal to us then they
give us repeat purchases from time to time. So they should keep
track of new projects for new business.
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should also look at all other prospects for selling their products as in retail
sector, school etc..
54
CONCLUSION
So, hereby I would like to conclude by saying that it was a great experience
doing this project. It was a great experience practically experiencing what we
had learnt till now. In this project I came to conclusion that Nilkamal is the
market leader in branded plastics crates and bins but there are a lot of scopes
for enhancing their market share. Whereas in the storage systems segment they
need to work a lot in building their brand reputation because they are very new
to this sector. Fighting against established brands like Godrej, Indo-built and
local players would prove to be tough but with their brand strength they can
always succeed.
55