MANAGEMENT THESIS II ON

Market potential of Nilkamal Chairs with respect to P.C.M.C area

By NAME OF CRIETER

Faculty Guide:

PROF. RAMAKRISHNA MORE ARTS, COMMERCE & SCIENCE COLLAGE, AKURDI.

SESSION (2010-11)
SUBMITTED IN PARTIAL FULFILLMENT OF THE DEGREE MASTERS OF COMMERCE (2010-11)

Nilkamal Furnitures Ltd. Shivajinagar Pune

MANAGEMENT THESIS ON

Market potential of Nilkamal Chairs with respect to P.C.M.C area

By Name of Crieter (ROLL NO.) M.COM (2010-2011)

An interim report submitted in partial fulfillment of the requirements for

PROF. RAMAKRISHNA MORE ARTS, COMMERCE & SCIENCE COLLAGE, AKURDI.

Copies Marked List:Name of (Center Head) Name of (Faculty Guide)

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25th March 2010

ACKNOWLEDGEMENT
I take immense pleasure in completing this project and submitting the interim project report. The day with All the Dealers of Pimpri Chinchwad area. has been full of learning and of sense of contribution towards the organization. I would like to thank the Dealers for giving me an opportunity of learning and contributing through this project. I also take this opportunity to thank all those people who made this experience a memorable one. A successful project can never be prepared by the single effort of the person to whom the project is assigned, but it also demands the help and guidance of some conversant person. In this context as a student of PROF. RAMAKRISHNA MORE ARTS, COMMERCE & SCIENCE COLLAGE, AKURDI. I would first of all like to express my gratitude to Mr.Aditya Kenghe for assigning me such a worthwhile topic to work upon. During the actual project work, Mrs. Priyanka Basu has been a source of inspiration through her constant guidance, interest; encouragement and help. I convey my sincere thanks to (guide name) In spite of his busy schedule he always found time to guide me through the project. The project could not have been completed without timely and vital help of other office staff. Special thanks to all of them.

TABLE OF CONTENTS Cover....(i) Title Page.....(ii) Acknowledgement .(iii) Table of Contents ...(iv) List of Tables & Charts ...(v) Summary.....(vi) 1. Introduction 1.1 Objectives ....(8) 1.2 Limitations....(9)
2. 3. 4. 5. 6. 7.

Methodology ...(10) Analysis....(11) Findings ...(15) Conclusion (16) Bibliography..(17) Appendices(18)

List of Table and Charts

Figure No. 1.0 1.1 1.2 1.3 Contents Page No. 11 12 13 14

Highest Selling Chairs Best Durability Annual Order given by Dealers Annual Sale of Nilkamal Chairs

SUMMARY
Market potential of Nilkamal Chairs with respect to P.C.M.C area The main objective of this project is to know the Market potential of Nilkamal Chairs and Expectations of customers while purchasing Nilkamal Chairs and experience with durability and quality of product offered by the company. Near about 40 dealers of Nilkamal Chairs are present in the market of P.C.M.C area. In all there are 2 distributors of Nilkmal Ltd. in Pune who provides furnitures and chairs to the Dealer of P.C.M.C area. According to the study of the markets, it is being observed that Nilkmal Ltd is having the highest Market share for the furniture Goods. In this project the great emphasis is given to the study of Market Potential of Nilkamal Chairs in P.C.M.C area

INTRODUCTION
Definition of Market Potential Estimated size of total present or future market. Alternatively, the maximum share of a market which can be reasonably achieved during a defined period. An estimate of the maximum possible sales of a commodity, a group of commodities, or a service for an entire industry in a market during a stated period. Market research includes market potential analysis and sales forecast. Based on this knowledge alone a marketing department can provide sales estimates. This estimate are crucial to all other departments for planning production, ordering raw material, fixing the price, planning the promotion, Scheduling the inventory, and assessing the cash flow needs. Market potential analysis refers to studies that seek to determine the sales potential for individual markets. The marketing potential for a given product for a given time period represents the maximum number of units that can be sold in that area by all the sellers of that product in that time period. Market potential is not absolute and depends on the appropriate assumptions made. Uses of Market Potential Allocation of Marketing Resources. Structuring sales territories. Setting sales Quotas.

OBJECTIVES
To understand the potential for products of Nilkmal in P.C.M.C area To study the penetration level of products of Nilkamal Chairs in P.C.M.C area. To Know the Market Potential for the Product of Nilkmal in P.C.M.C area.

LIMITATIONS
Inconvenience in getting filled questionnaire due to time constraint. Less support from the Company.
The scope of the research was limited to Nilkamal Chairs only. The score allotted by the different respondents on different parameter might not be

with the same yardstick, as individuals are subjective in nature as well as the environment round them differs, which play a critical role in building up a perception.

METHODOLOGY
Primary data collection Through Questionnaire.

Tools
Questionnaire

Type of Questionnaire.
1. Ranking questions 2. Multiple choice 3. Checklist

Population considered for research

Geographic Segmentation
Chinchwad

Pimpri Sample Size: - 20

.

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Analysis Highest Selling Chairs

Brand Dealer Response Nilkamal 8 National 4 Supreme 3 VIP 5

Brand and Dealer Response

VIP 25% Supreme 15%

Nilkamal 40% National 20%

Nilkamal

National

Supreme

VIP

Fig1.0 Brand and Dealers Response on highest selling Chairs

The Nilkamal Chairs is the highest selling chairs with 40%, followed by VIP with 25%, and National & Supreme with 20% and 15%.

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Best Durability
Brand Dealer Response Nilkamal 6 National 4 Supreme 2 VIP 8

Brand and Dealer Response on Durability

VIP 40% Supreme 10% Nilkamal National

Nilkamal 30%

National 20% Supreme VIP

Fig 1.1 Brand and Dealer Response on Durability

The Dealer Response taken on Durability is 40% dealer rate for VIP, Followed by Nilkamal 30%, then National and Supreme with 20% and 10%

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Annual Order given by Dealers

Brand Dealer Response Less than 5 4 5<10l 8 10<15 6 More than 15 2

9 8 7 6 5 4 3 2 1 0

8 6 4 2

less than 5

5<10 Dealer Response

10<15

More than 15

Fig1.2 No. of orders placed by Dealers Annually

The annually order placed by dealer are 8 between 5 to 10, 6 orders between 10 to 15, 4 less than 5, 2 more than 15

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Annual Sale of Nilkamal Chairs

Brand Dealer Response Less than 200 8 200<500 3 500 < 1000 5 More than 1000 4

Annual Sale
Dealers Response 10 8 6 4 2 0
less than 200 200<500 500<1000 More than 1000 Dealer Response Sale

8 5 3

Fig 1.3 Annual Sale of Nilkamal Chairs

The Dealer Response taken on Annual Sale is 8 dealers make sale less than 200, 3 dealers between 200 to 500, 5 dealers between 500 to 1000, 4 more than 1000

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Findings
1. The Nilkamal Chairs is the highest selling chairs with 40%, followed by VIP with 25%, and National & Supreme with 20% and 15%. 2. The Dealer Response taken on Durability is 40% dealer rate for VIP, Followed by Nilkamal 30%, then National and Supreme with 20% and 10%. 3. The annually order placed by dealer are 8 between 5 to 10, 6 orders between 10 to 15, 4 less than 5, 2 more than 15. 4. The Dealer Response taken on Annual Sale is 8 dealers make sale less than 200, 3 dealers between 200 to 500, 5 dealers between 500 to 1000, 4 more than 1000

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Conclusion
1. As from finding we came to know the Nilkamal Chairs are favorite among the customers in P.C.M.C area. 2. Nilkamal Chairs should look in Quality as VIP offers better quality and provides better durability than Nilkamal so to increase customer segment it should also focus on customer satisfaction with durability. 3. Nilkamal should offer better scheme so that it can gain more orders from dealer by giving offer to dealer like when achieving target Picnic Trip.

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REFERENCES
The Icfai Journal of Marketing Management Vol. VII No. 3 Aug 2007

ConsumerBehavior,SixthEdition(Hardcover) by Michael R. Solomon (Author) ConsumerandIndustrialBuyingBehavior(Hardcover) by Arch G. Woodside

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APPENDIX
Questionnaires
1. Which is the highest selling chair? 1 Nilkamal 3 Supreme 2. Which companys chair has the best durability? 1 Nilkamal 3 Supreme 2 National 4 VIP 2 National 4 VIP

3. In a year how many times you have to give order for Nilkamal chairs? 1 Less than 5 3 10<15 4. What is the annual sale of Nilkamal Chairs? 1 less than 200 3 500 < 1000 2 200<500 4 more than 1000 2 5<10 4 More than 15

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