INTRODUCTION

The dairy industries companies run mainly on the factors such as Price,
availability, service frequency, affordability, taste and marketing. Price plays
avital role because purchasing power is depend upon price and availability
of that product, in case distributors and retailers service matter a lot in
Institutional business.
From chronic shortages of milk, India has emerged today as the largest
producer of milk in the world crossing 97 million tonnes. It is 'The Oyster' of
the global dairy industry. It offers opportunities galore to entrepreneurs
worldwide, who wish to capitalize on one of the world's largest and fastest
growing markets for milk and milk products. A bagful of 'pearls' awaits the
international dairy processor in India. The Indian dairy industry is rapidly
growing, trying to keep pace with the galloping progress around the world.
The effective milk market is largely confined to urban areas, inhabited by
over 25 per cent of the country's population. An estimated 50 per cent of the
total milk produced is consumed here. By the end of 2007, the urban
population is expected to increase by more than 100 million to touch 864
million in 2007 a growth of about 40 per cent. The expected rise in urban
population would be a boon to Indian dairying. Presently, the organized
sector both cooperative and private and the traditional sector cater to this
market.
INDIAN DAIRY INDUSTRY - A PROFILE

India’s dairy sector is expected to triple its production in the next 10 years in
view of expanding potential for export to Europe and the West. Moreover
with WTO regulations expected to come nto force in coming years all the
developed countries which are among big exporters today would have to
withdraw the support and subsidy to their domestic milk products sector.
Also India today is the lowest cost producer of per litre of milk in the world,
at 27 cents, compared with the U.S' 63 cent. Also to take advantage of this
lowest cost of milk production and increasing production in the country
multinational companies are planning to expand their activities here. Some
of these milk producers have already obtained quality standard certificates
from the authorities. This will help them in marketing their products in
foreign countries in processed form.

The urban market for milk products is expected to grow at an accelerated

pace of around 33% per annum to around Rs.83,500 crores by year 2010.
This growth is going to come from the greater emphasis on the processed
foods sector and also by increase in the conversion of milk into milk
products. By 2010, the value of Indian dairy produce is expected to be Rs
10,00,000 million.

Presently the market is valued at around Rs7,00,000mn

Pasteurization and bottling of milk on a large scale for organized distribution
was started at Aarey (1950), Calcutta (Haringhata, 1959), Delhi (1959),
Worli (1961), Madras (1963) etc.
Establishment of Milk Plants under the Five-Year Plans for Dairy
Development all over India. These were taken up with the dual object of
increasing the national level of milk consumption and ensuing better returns
to the primary milk producer. Their main aim was to produce more, better
and cheaper milk.

Milk Production
• India's milk production increased from 21.2 million MT in 1968 to more
than 100 million MT in 2008-09.
• India is the largest producer of Milk in the World (replacing USA)
• Per capita availability of milk presently is 250 grams per day, up from
112 grams per day in 1968-69.
• India's 3.8 percent annual growth of milk production surpasses the 2 per
cent growth in population; the net increase in availability is around 2 per
cent per year.

Innovation
• Bulk-vending - saving money and the environment.
• Milk travels as far as 2,200 kilometers to deficit areas, carried by
innovative rail and road milk tankers.
• Ninety-five percent of dairy equipment is produced in India, saving
valuable foreign exchange.

Macro Impact
• The annual value of India's milk production amounts to about Rs. 900
billion.
Field Operation

The Field Operation activities begin with organization of Dairy Co-

operative Societies in the rural areas and end with milk transportation
to the dairy dock. The basic Field Operations include :-

Organization of Dairy Co-operative Societies on 'Anand' pattern.

Organizing milk producers farmers' training programs for formation of
co-operatives, awareness to co-operative principles & milk production
enhancement techniques etc..
Procurement and transportation arrangement of milk.
Providing Technical Input services to the milk producer farmers for
milk production enhancement such as Animal Health Care (First Aid &
Emergency), Artificial Insemination, Balanced Cattlefeed and
improved fodder seed etc.
Preference to economically weaker sections, small & marginal
farmers, scheduled caste / tribe categories in various activities

The Field Operation activities begin with organization of Dairy Co-

operative Societies in the rural areas and end with milk
transportation to the dairy dock. The basic Field Operations
include :-

Organization of Dairy Co-operative Societies on 'Anand' pattern.

Organizing milk producers farmers' training programs for
formation of co-operatives, awareness to co-operative principles
& milk production enhancement techniques etc..
Procurement and transportation arrangement of milk.
Providing Technical Input services to the milk producer farmers
for milk production enhancement such as Animal Health Care
(First Aid & Emergency), Artificial Insemination, Balanced
Cattlefeed and improved fodder seed etc.
Preference to economically weaker sections, small & marginal
farmers, scheduled caste / tribe categories in various activities

PRODUCTION
Sanchi health is pasteurized full cream milk

Contains 6% and 9% solid not fat (SNF).

It has high nutritive value with body building proteins, bone

forming minerals and vitamins.

Available in 500 ml and 1000 ml pouches in Ujjain, Bhopal,

Indore, Gwalior & Jabalpur milkshed area

SANCHI URJA

Double toned sterilized flavoured milk

Free from micro organism harmful to consumer health. Under packed

conditions,does not need refrigerated storage.

No formation of cream layer due to homogenization.

Permitted fruit flavoures / essences together with permitted (matching)

colors and sugar are used

Available in 200 ml glass bottles and poly packs.

Manufactured and sold by Bhopal, Indore, Ujjain, Gwalior & Jabalpur

Sahakari Dugdha Sanghs from their exclusive milk parlours in towns
and other agencies

Best before 15 days

 SANCHI GHEE

Richest source of milk fat,prepared from direct heating of milk cream

usually obtained by normal separation of milk .

It has fine Grains, and good keeping qualities .

Good source of Vitamn A,D,E & K

Avaliable in duplex refill packs of 200 ml, 500 ml, 1litr, 5 ltr tin / jar,
15 ltr tin / jar .

Manufactured and sold by Bhopal, Indore, Jabalpur, Ujjain and

Gwalior Sahakari Dugdha Sanghs from their exclusive milk parlours in
towns/railway station and other agencies

Best before 180 day

Balanced Cattlefeed very useful for growth and better milk yield of cattle. It contains

Moisturizer – 11% (Max.)

Protein - 20% (Min.)
Fat – 2.5% (Min.)
Fiber – 12% (Max.)
Silica – 4% (Max.)
Salt – 2% (Max.)
Calcium – 0.5% (Min.)
Phosphorous – 0.5% (Min.)
Vitamin A 5000 IU / Kg
Available in 50 Kg poly bags.
Manufactured and sold by Bhopal & Indore, Sahakari Dugdha Sanghs
FINANCIAL PERFORMANCE

Performance on Key Parameters - Gwalior Milk Union

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

Particulars Achv. Up to
Achv. Achv. Achv. Achv. Achv. Achv. Achv.
August 2010
No. of
Functional - 27 28 43 45 26 34 47
Milk Routes
No. of
Organised
Dairy 794 835 847 847 937 937 962 962
Cooperative
s
No. of
Functional
Dairy 437 537 465 520 436 348 481 530
Cooperative
s
Membership
of
Functional
16,118 16,751 14,102 15,913 12,537 9,343 13,068 14,464
Dairy
Cooperative
s
Average
Milk
49,113 64,927 57,095 49,702 40,494 37,394 32,084 42,228
Procuremen
t (KGPD)
Local Milk
Marketing 29,394 30,619 29,122 28,399 29,268 30,789 33,003 32,683
(LPD)
No. of AI
75 82 105 122 125 130 130 130
Centres
No. of AI
12,077 16,429 25,048 31,965 34,449 35,745 36,109 13,969
Done
Balanced
Cattlefeed
266 636 576 502 447 309 375 88
Sale by
DCSs (MT)
Cattle
Induction 28,296 36,449 13,736 11,066 15,963 13,591 15,443 5,865
(No.)
Turnover
28.61 39.62 35.91 75.30 73.21 93.19 72.01 22.37
(Rs. Crore)
SPECIAL BUNDELKHAND OFFER

Govt. of India has approved Special Bundelkhand Package for Drought Mitigation in the
six districts of Bundelkhand region in MP, namely Sagar, Chhatarpur, Tikamgarh,
Damoh, Datia and Panna. The total project cost is Rs. 21.31 crores.
ORGANISATION STRUCTURE

Name / Designation Phone Office Mobile No.

Information Officer Shri Prem 4253972/3/4/5 94253 81810
Dwivedi GM (Adm) PBX - 323
Asstt. Information Shri Ramesh 4253972/3/4/5 94069 00206
Officer Nanwani AGM(A&PR) PBX - 316

First Appellate Shri SK Singh 4253972/3/4/5 94069 00223

Authority Gaur GM (Mkt/ Cord) PBX - 312
SALES PROMOTION
Objectives of Sales Promotion

The specific objectives set for sales promotions will vary with the type of the target
market. For consumer promotions, objectives include encouraging purchasing of larger
sized units, building trial among non-users and attracting switchers away from the
competitor’s brands. For trade promotions, objectives may include; including retailers to
carry new items and higher level of inventory, encouraging off-seasonal buying, of-
setting competitive promotions, building brand loyalty of retailers and gaining entry into
new retail outlets. The sales force promotions help in encouraging support of a new
product or model, encouraging more prospecting and stimulating off-seasonal sales. But
most importantly, sales promotion should be focused on consumer relationship building.

Sales Promotion Tools

Many tools can be used to accomplish sales promotion objectives. Descriptions of the
main promotional tools are as follows;

Consumer Promotion Tools

The main consumer promotion tools are as follows;

• Samples:

They are offers of a trial amount of a product. It consists of inviting prospective

purchasers to try the product without cost or at a lower cost in the hope that they
will buy the product. Samples may be free or discounted.
 • Coupons:

Coupons are certificates that give buyers a saving when they purchase a specified
product. Coupons can be mailed, placed in advertisements or included with other
products.

• Rebates:

Rebate is also known as cash refund offers. Rebates are offers to refund part of
the purchase price of a product to its customers who send a proof of purchase
to the manufacturer. These are like coupons except that the price reduction
occurs after the purchase and not at the point of sale.

• Price Packs:

Cents-off deals or price packs offer consumers savings by way of reducing

prices that are marked by the producer directly on the package.

• Premiums:

These are the goods offered either free or at a low cost as an incentive to
buy a product. Premiums may be in-pack or on-pack (outside the pack).

• Prizes:

They are offers of chance to win something such as cash, trips or goods – by luck or
through extra efforts. Contests of talent and sweepstakes or draws the most popular
prize offering promotions.
• Tie-in Promotions:

Tie-in promotions involve two or more brands or companies that team up on coupons,
refunds or contests to increase their pulling powers.

• Cross Promotions:

Cross promotions involve using one brand to advertise non-competing brand.

• Advertising Specialties:

These are useful articles imprinted with an advertiser’s name, given as gifts to
consumers.

• Patronage Rewards:

They are cash or other awards for the regular use of company’s products or services.
They are values (in cash otherwise) that are proportional to one’s patronage of a
certain vendor or a group of vendors. They aim at building brand loyalty.

• PoP Promotions:

Point of purchase (PoP) includes displays and demonstrations that take place at the
point of purchase or sale.

Trade Promotion Tools

 More money is spent by companies on trade promotion (58%) than on consumer
promotions (42%). The major trade promotion tools are as follows;

• Discounts:

It is also known as price-off or off-invoice or off-list. Discounts price cut off the list
price on a particular quantity purchased during a stated time.

• Allowances:

They are the amount offered in return for an agreement by the retailer to feature the
manufacturer’s products in some way; displays, advertising or otherwise.

• Free Goods:

Free goods are the extra merchandise offered to middlemen who buy a specific
amount of a product.
Companies also offer push money and specialty advertising items to the middlemen.

Business Promotion Tools

Companies spend huge amount on promotions focused on industrial consumers. The

major business promotion tools are as follows;

• Trade Shows and Conventions.

• Sales Contests.
Clearly, sales promotions play an important role in the total promotion mix. To use it
well, the marketer must define the sales promotion objectives, select the best tools, design
the sales promotion program, pretest and implement the program and evaluate its results.

REASEARCH DESIGN

Title of the Study

The title of the study is – “A STUDY ON SALES PROMOTION OF HOME

FURNISHINGS AT SANCHI”.

Statement of the Problem

The project is mainly undertaken to study the sales promotional strategies at

SANCHI. The intention of the study is to find what attributes needs further
improvement in order to make the product more preferable in the market.

The main aim of the study is to uncover new relationship and identify any problem
that may arise in future. Hence, exploratory research is been conducted. Exploratory
research as its name implies endeavors of exploring the possibility of doing research on a
subject where due to lack of existing knowledge framing and testing the hypotheses is
difficult. In today’s crowed marketplace where products and services are touting
themselves to be the best, it is vital to stand out in the crowd. The study was undertaken
to explore how a company or brand can ensure a store that stands out and not get lost in
the crowd.
 Objectives of the Study

1. To study the various promotional strategy adopted by SANCHI.

2. To find out the footage of SANCHI. With respect to other players in the market.

3. To observe and understand the practice followed by SANCHI.

4. To find out the communication linkages and de-linkages in the organization.

5. To study the activities of each and every department of the organization.

Scope of the Study

This project was undertaken for a specific period in SANCHI., . It is an exercise that
is well planned into the curriculum giving the researcher a valuable opportunity to
understand the working dynamics of the organization and to experiment and exhibit the
recently acquired management and administration skills.

The prospect of the furniture sector in India seems positive. The Indian furniture
industry has awakened to interesting times! The last ten years have seen changes in the
shop windows of furniture retailers. Consumers today no longer look for mere
practicality in furniture, instead, they look for theme furnishing, i.e. lifestyle living.
Realizing the tremendous market potential and to make the most of it, the study was
undertaken.
 Limitations of the Study

Every study is bound by limitations and as such this is no exceptions.

1. “Change is Constant” rule of nature. Hence, the study undertaken may not hold
good for longer duration.

2. The study was conducted under the assumption that the information given by the
respondents is authentic.

3. The analysis and suggestion are given only with respect to marketing aspects as
technical suggestion with respect to the product could not be given.

4. Confidential matters were not disclosed by the company.

5. There were time constraints.

Methodology of the Study

A variety of methods of study have been adopted by the researcher to fulfill the
objectives of the study.

 In order to have a better grasp of the study, the researcher chose to become a
keen observer, studying the various aspects of the organization.

 To have a broader perspective of the study, the researcher attended the

Lifestyle Exhibition at Palace Grounds wherein the products of SANCHI.
were displayed.
  In order to fund out the market realities, the researcher visited the showrooms
of certain companies having almost similar product profile as that of
SANCHI. To name a few Quezel, Veneto Cosines, Trident Inter Wood, etc.

 With a view to understand the crunch of the matter and to find out the ground
realities, the researcher formed a schedule specifically for the set of
respondents. The researcher met the respondents personally, interviewed them
and made them to fill the questionnaire.

The researcher has done the research in the following manner;

a) Type of the research undertaken is analytical.
b) Technique used is random sampling.
c) Sample size taken is 30.
d) Sources of data used include both primary as well as secondary data.
e) Tool used for the research is questionnaire.
f) Plan of analysis are tables and graphs.
 Data Collection Methods

In this study, the foremost data collection instrument used is the questionnaire method.
The questionnaire has been designed with both open ended and closed ended questions.
Apart from this, the research instrument consists of primary and secondary data collected
for the study.

Primary Data:
Here first hand information is obtained by distributing printed questionnaire to the
marketing executives of the company. Data was also obtained from the observation and
interview technique adopted by the researcher. Moreover, information was disseminated
by the departmental heads.

Secondary Data:
Here the information is obtained from the brochure of Ferror Dek, books, websites,
newsletter, journals, magazines, newspapers, etc.
 SOURCES OF DATA

Primary Data Secondary Data

Questionnaire Newsletter
Observation Journals
Interviews Magazines
Visits to other Newspapers
Companies Information Books
Through Departmental heads Websites
Managing space at work:

The modular solutions of the office strive to create a comfortable workplace, allow
easy maneuverability of work area and infuse a high degree of visual appeal. The range
of solutions includes:

• Modular Workstations:

Eco friendly laminated modular office systems include desk, storage cabinet,
pedestal, partitions and key board.

 The working desk system – is available in variety of shapes and sizes.

 Partition system with fully integrated cable management partitions (two

levels of cable raceways).

 Partition thickness will be available in 75mm thickness.

 Partition is made up of Mild Steel (MS) with required powder coated

color.

 Various heights and lengths of partitions are available.

 Multiple choice of fabric, laminate, metal perforated sheets, accessories

panel, glass, etc.
• Filling storage units
• Pedestals
• Keyboard and CPU trolleys
• Discussion tables
• Conference tables
• Training tables
• Other office furniture.

Managing Turnkey Projects:

Though home and office furnishing is the niche area, value added services are
provided to give customer solution and thus turnkey projects are undertaken.
Turnkey projects include:

• Architectural services
• Civil construction
• Project co-ordination
• False-ceiling
• Networking
• Electrical work.

The raw materials obtained are with respected with regard to requirements and
specifications.
• Product Analyzing:

This sub-department is mainly concerned with targeting and scheduling. After

receiving the production design, it targets as to when the work needs to be completed
and schedules the whole process. Again, after completion of production process and
before dispatch, the product is thoroughly inspected here.

• Production:

26 persons comprising of machine operators and helpers are involved in this

sub-department. It consists of five operations namely cutting, molding, edge bending,
boring and hot press and post formed.
MARKETING

This department deals with the springboard of all activities. This department is split
into two divisions – one dealing with home furnishings and the other dealing with office
furnishings.

Home Furnishings:

This department is headed by Mr. Eugene Joseph. Eight marketing executives

assist him. Let us discuss the 4P’s of marketing mix with regard to the company.

1. Product:

Modular kitchens, wardrobes, wall units, crockery units, living room furniture,
designer doors, shoe racks, loft coverings, dressing units, kids units.

What is Modular Kitchens?

The accent today is on ergonomics – a kitchen that’s a comfort to use and be
in. Modular kitchens are planned around the workflow triangle of refrigerator –
cooker-sink: minimizing distances between these makes cooking a more economical
and energy saving process. For a dream kitchen, one must be able to pinpoint needs,
aspirations, likes and dislikes. Then the manufacturers step in and do the rest. Color
preferences, textures and materials work at the psychological level to affect one’s
perception of a space. Modular kitchen also have accessories like napkin holders and
storage shelves mounted on racks that can be run along the length of the kitchen wall.
 Why use Modular Kitchen?

I. They look good and optimize space.

II. Are fully re-locatable.
III. Are made of durable material.
IV. Selection of different materials for different uses is a difficult decision to make
which easily solved by modular kitchen.
V. A modular kitchen takes care of things like exhaust hoods/ chimneys which are
otherwise ignored. Replacement/ repairs are easy.
VI. Kitchen work/ equipment/ utensils get proper definition, role and place to function.
VII. Can be expanded or reduced in size at later stages. Have low maintenance and high
durability.
VIII. Require simple ground preparation and services.
IX. Can be constructed in a time period as short as 6 to 8 weeks from order.
X. Person gets motivated to work in such kitchens.

2. Place:

Located at Bangalore, India’s melting pot of international cultures, the company

is at a strategically advantageous position to offer its clients furniture that reflects
the emerging global denizens.

The corporate office and showrooms is situated at New BEL Road, RMV II
Stage; Bangalore.

3. Price:
The products are customized so the price also doffers accordingly. The products
offered are basically made either from prelim, MDF or membrane. Each product
has a different rate. Prelim is priced at Rs. 650 per sq. ft. The pricing policy
adopted is cost plus a percentage of profit. While quoting the price of a product,
 height and width is considered irrespective of depth. If the depth exceeds the
standard norm of 2 ft. then only it is considered.

4. Promotion:
The Company has a showroom of its own. The showroom is opened for all the
seven days of a week from 9 a.m. to 9 p.m. Paper insertion are placed in leading
newspapers such as Times of India, Business Standard, Deccan Herald and
Prajavani. Telemarketing is also done. Display stalls are put up near upcoming
construction of apartments. The Company also participates in exhibitions. The
recent one is, being the participant of the Life Style Show on Palace Ground at
Mekhri Circle.

Office Furnishings:
This department is headed by Mr. Rajesh. Two marketing executives assist him.

The products dealt with are – modular workstations, filing storage units, pedestals,
keyboard and CPU trolleys, conference tables, training tables and other office furniture.
An important facet dealing with the promotion of a product is corporate presentations.
The target group here is the corporate. Other than that there is no major change with
regard to place, price and promotion.

HR ASPECTS
Though the company does not have a separate HR Department as it is in the
embryonic stage but the HR aspects are taken care of by Mr. Eugene Joseph.
• Leave Facility :

All employees are entitled to 12 days of casual leave and 2 days of sick leave
(monthly). In case of a long leave, say a week or more than that, one needs to inform
it before 10- 12 days. In case of emergency, a prior intimation before 2 days is
sufficient. One can also avail the facility of working on holidays and taking leave on
the week days.

• Recruitment :
The Company spells out its requirements to the consultancies about the suitable
candidates. Usually, Mr. Eugene or Mr. Rajesh or Mr. Yesudas takes the interview of
the candidates.

• Training :
A selected candidate is put on training for about 15 days. During this period,
he is not given individual project.

• Job Rotation :
Job rotation is adopted by the company so that there is development of multi-
faceted skills to fill in vacancies and to cope with increasing work load. Movement is
effected in the same grade
 THE WHOLE PROCESS AT A GLANCE

Clients come to the showroom

↓
Initial Measurement is given

↓
Designers design the product

↓
Quotation is made

↓
Negotiation is made

↓
Color combination is chosen by the customer

↓
50% of the amount is given as advance by the customer

↓
Signing of the estimation form
Both the company and client will keep a copy of it

↓
Production drawing is made

↓
Production department

↓
Delivery and installation
STRENGTH AND WEAKNESS
Strength

• Customized products
• Reasonable price.
• Quality

Weakness
• A lot many players are existing in the market
• A new entrant in the market

Opportunity
• Growth of furniture industry seems positive
Huge potential

Future Plans:

The company has shown excellent growth since inception and is growing at a
rapid pace. All these contribute for the company’s future expansion plan.

• It is going to open showrooms on Kerala. The 1st one is coming up in Cochin.

• It is going to open 4 more showrooms in Bangalore.

• Will involve 10 dealers in Bangalore.

 RECOMMENDATIONS AND SUGGESTIONS

This chapter lists the various recommendations and suggestions with respect to the
findings and in congruence with the objectives of the study.

Recommendations:

1. It’s overwhelming to find out that the organization works in a systematic manner.
A blend of co-ordination will definitely enhance the performance of the company.

2. Quality clubbed with reasonable pricing and quick delivery made the product of
the company stand apart. The marketing campaign should focus on this aspect and
made according to its line.

3. The strength of the company is its customized products. This very fact must be
highlighted in the marketing campaign.

4. As the products are reasonably priced, the ambit of the target consumers should
be stretched so that middle class consumers also fit into it.
5. The company must stick to a norm while giving discounts on repeat purchase.
This will certainly help in sales promotion in order to create repeat purchase.

6. In order to have a rapid market access, the company can include dealers, if not
retailers at the moment.
 7. The company should focus the marketing strategies on Modular kitchens in the
home furnishing arena as it is moving in the market rapidly.

8. The company can introduce some reward schemes so that a person is benefited
after the fulfillment and over achievement of the target. This is predominantly
done to motivate the sales force and enhance their performance.

9. Other than emphasis on design, craftsmanship and product quality, the company’s
unique strength also lies in its capability as a fully – integrated furniture
manufacturer. This fact should be highlighted during the advertisement
campaigns.

10. The need of the hour is aggressive marketing.

Suggestions:

1. Everyone is aware of the growth in wealth and change in lifestyle among

Bangalore’s novae riche. So the marketing campaign should be designed to woo
the customers.

2. The company should explore all possible ways in order to aggressively sell its
products. So, the company can register itself in Furniture.co.in as it is India’s
biggest online B2B plan with largest virtual furniture directory.

3. The construction industry is in boom. In order to tap the potential market, the
Company can advertise in a magazine named ‘Builders Grid’. This will help in
showcasing the products of the magazine. This can add an extra spice to sales.
4. Feng Shui items are gaining prominence right at the moment. Feng Shui describes
the wood personality as one possessing good decision making skills, idealism,
imagination, compassion and the ability to create change. The fact can help in
emotional marketing of the product and also combat competition from Godrej
whose modular kitchens are made of steel.

5. In today’s crowed market place in order to increase the size of the pie, the
Company can adopt innovative promotional strategies. One of them can be
suggested as ‘Dream House’ road shows. It will help in creating and reinforcing
the Company’s identity in the minds of the consumer.

6. In order to be extra ordinary, the Company has to walk the extra mile. A method
named ‘Experimental Marketing’ can be adopted by the Company wherein the
prospective consumers can be invited to visit the showroom and touch and feel
the products.

7. Since the competition is intense, so there should be some value addition so as to

make the Company stand apart in the market. One such way is to improvise the
customer service.

8. Consumer is the king in the market. This fact should be deeply rooted in the
minds of the employees. The Company can adopt some ways to listen to the
customer’s feedback which should be noted in writing so that it will help in
continual improvement and make the company to be in the right track always.
Moreover, a sense of involvement will be felt by the customers whish can give the
company a cutting edge.
 SUMMARY OF FINDINGS AND CONCLISION

A Summary of Findings:
The finding can be grouped together into two broad categories such as;

Specific Findings:

 This is pertaining to the objectives of the study.

General Findings:

 This is with regard to the market dynamics and visits made by the researcher
to companies having almost similar products profile.

Specific Findings:
1. The company adopts a variety of promotional methods such as paper insertion,
telemarketing, display stalls, participating in exhibitions, direct mail,
presentations and showrooms.

2. Though brand names like Godrej and Trident Inter Wood came into the picture
but the fact reveals that there is no dominant player in the market. So every
player is vying with each other to capture a larger pie in the markets.

3. Transparency is maintained at the levels of the organization.

4. The products are marketed through direct marketing (showroom) and dealers are
not involved in the marketing process so far.
 5. The activities carried out by each and every department of the organization is
systematic.

General Findings:
1. Foreign companies can invest up to 100% in most of the manufacturing industries
in India, including furniture.

2. With the vast array of modular option available in market, the consumer isn’t
really strapped for choice.

3. Italian manufacturers have now entered the Indian markets. Moreover, furniture
made from Asian Teak Wood which is available in the rich rain forests of
Malaysia is flooded in the Indian market. In a nutshell, this means to say that the
competition is very intense.

4. Many branded companies outsource the products because of which the delivery
time of the product ordered is stretched. In this respect, Ferror Dek has an added
advantage.

5. With respect to the foil, Ferror Dek offers a wide range of colors. This gives it an
edge over the others.

6. “Quality never comes cheap”. This is true but at the same time, it is also true that
quality can come at a reasonable price. With regard to the quality, products of
Ferror Dek are at par with the other players having brand names and at the same
time the products are reasonable priced.

7. With regard to home furnishings, most of the companies have standardized

products but the products of Ferror Dek are customized. This can be rightly
marked as the strength of the company.
8. Majority of the marketing executives are male.

9. The prices of the products are reasonable though they are competitive.

10. The products are of good quality and are at par with other competitors having
brand names.

11. Modular kitchens are sold more per month. So, this area needs greater focus.

12. Reasonable pricing, customized products, quality and finishing contributes in

differentiating the products of the organization from that of the others.

13. Apart from price of the product, design and delivery time of the product ordered
play a crucial role in triggering out demand generation of the product.

14. Discount is given on repeat purchase.

15. The company does not adhere to stringent norm while giving discount on repeat
purchase.

16. The target consumers are the elite and upper middle class.

17. No incentives are given by the company to its marketing personnel at present.
 CONCLUSION

“No man has the right to dictate what other men should perceive, create or produce, but
all should be encouraged to reveal themselves, their perceptions and emotions and builds
confidence in their creative spirit!”

This inspiring thought of Ansell Adams is well appreciated by new style marketing
organizations which understand that “boxes and lines” structures can’t drive value in fast
moving environments. No doubt, SANCHI. is one of them because they believe in
teamwork. Today, the need of the Indian consumer evolves beyond “roti, kapada aur
makaan”. The game in the new-breed furniture industry is no longer furnishing. It is
about “home dressing”. To capture opportunities continually, the company must have a
continual flow of ideas. Transforming a pipeline full of ideas into a value – generating
portfolio of products and services is hard. Herein, lays the importance of co-ordination.

A home is not just a living space but one’s statement of individuality to the world. Big
or small, it’s all about adding own touch to one’s home to make it unique – a perfect
blend of form and function. With the ever increasing number of house-hold items, a
highly dynamic and always on the move job profiles, it is crucial for people to employ
efficient storage spaces that are affordable to purchase. The modular kitchen of today is
the epitome of functionality and multi-purpose aspects. With the rise in income and the
infiltration of western luxury goods have created a cultural shift towards materialism and
consumerism. Ferror Dek with its unique strength provides customer solution that offers
the perfect balance of quality and economy.

In today’s crowded market place, where products and services are touting themselves
to be the best, it is vital to stand out in the crowd. From the various channels of
advertising, point of sale displays and how the employees are relating to the customers. It
is important for SANCHI. to establish and reinforce an unmistakable brand and corporate
identity in all channels of fickle minded consumers..
 BIBLIOGRAPHY

The Bibliography of the study proudly present to you the books referred.
They are:

Reference Made:

Websites Referred:

1. www.google.com
2. www.indianfoline.com
3. http://mpcdf.nic.in/rti.htm
4. www.queszel.com
5. www.instakitchen.com