EXECTIVE SUMMARY

TITLE OF THE PROJECT:STUDY ON DISTRIBUTION STRATEGY OF DIAMOND PLASTER PVT.AND IMPACT ON DISTRIBUTION CHANNEL AT NAGPUR DISTRICT PROJECT GUIDE:-Mr.GAJENDRA M. DEKATE (RM) FACULTY GUIDE:-Mrs. PRAGATI LAMBA For the partial fulfillment MBA (MM) GHRIET I undertook this project with Diamond plaster pvt. Ltd. Jaipur. My project topic is study on distribution strategy of diamond plaster pvt. Ltd. and impact on distribution channel at Nagpur district For the successful completion of my project I had visited distributors and dealers to collect data and information related with the distribution strategy and channel. On the basis of data collected I observed that Diamond wall putty has good market share i.e30%.My job was to increase the sales through direct marketing.

INTRODUCTION
DISTRIBUTION STRATEGY Distribution is a word, which is used in different ways, in different contexts. When it is used to refer to the whole process of selling and moving goods to customers, it can be taken to refer to storage (warehousing) and movement of goods from the point of value addition to that of delivery to the ultimate consumer. Marketing involves a complex series of relationships and interactions among the different divisions of an organization. Distribution shows us how this entire process can be managed so as to increase the efficiency of the organization. It is a manufacturer's relationship with his suppliers that determine the field in which he has a competitive edge, over his rivals, and the benefits customer can reap from his company. Distribution covers a range of operations and activities depending on this relationship. It not only involves the co-ordination of supply to the final consumers, but also movement of a product within and outside the organization.

DEFINITION
1) The structure of intra company organization units and extra company agents and dealers, wholesalers and retailers, through which a commodity, product or service is marketed. American Marketing Association 2) channel is a set of independent organizations involved in the process of making a product or service available for use of consumption. According to Philip kotler

DISTRIBUTION CHANNEL OF DIAMOND PLASTER :-

MANUFACTU RE

DISTRIBUTO RS

DEALERS

WHOLESALE RS

RETAILERS

CUSTOMERS

Diamond plaster use simple distribution channel for distribute the products and with the help of that process possible to achieved good satisfaction level of distribution. Because this distribution channel provide more profit and helps to do good way of distribution work. there are no of links are involves in there distribution channel and Avery link are achieved good profit. Comparing to others company distribution channels and strategy diamond plaster provide better services.

OBJECTIVE OF MY STUDY
Following are the main objective to study about the distribution strategy and channel. 1) Identifying how many distributors sells the wall putty product in market. 2) How to reduce secondary distribution channel. 3) How many types of brand wall putty available in market and according to that which Distributor distribute which brand. 4) Which schemes are helpfully to distributors for making better market condition?

LIMITATION.
1) Time was limited for market research. 2) Also given limited area for market research. 3) Dealers do not have sufficient time for discussing about the wall putty product. 4) Distributors are limited in Nagpur district.

RESEARCH METHODOLOGY

1. MEANING OF RESEARCH:Research in common sense .refer to search for knowledge .research is a scientific and systematic search for particle or information on his a specific topic in fact . Research is an act of scientific infestation.

2. DEFINITION OF RESEARCH:1) According to Advance Learners Dictionary Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge.

2) According to Redman Research is a systematized efforts to gain new knowledge

MARKETING RESEARCH
Marketing research is the systematic gathering, recording and analysis of data for different products and services.

MARKETING RESEARCH PROCESS

1) Define the problem 2) How to collect the data and analysis it. 3) Decide the time frame. 4) Check for errors. 5) Write the final report.

MARKETING RESEARCH TECHNIQUES

Advertising research Buyer decision research Feedback from distributors Test marketing etc. All these forms of marketing research can be classified as either problem identification research or as problem solving research.

MARKET SHARE
Market share of company totally depend upon the sales of wall putty product. According to total wall putty sales of market possible to calculate market share of product. FOR EXAMPLE Market share is the portion of a particular product in a given region that are controlled by a company. For example:-There are 1000 wall putty products sold in a country and company A sales 500 of them, then Company A has a got 50% market share. In Diamond Plasters Private Limited I found the market share on the basis of units sold in Nagpur region of diamond Wall putty, with two competitors namely JK and BIRLA .

RESEARCH METHODOLOGY
DATA COLLECTION Different methods of collecting data
There are two types of collecting data 1. PRIMARY DATA:-

2. SECONDARY DATA:1. PRIMARY DATA:The primary data are those which are collected as fresh and the first time and it is original in character. With the help of the questionnaire method and interview method , i raised questions to dealers and customers I got more information about market. I also got feedback from dealers, distributors, and customers. 1) Sample size 40 2) Population of interests for my research were all the customer in the district Nagpur

2. SECONDARY DATA:The secondary data on the other hand are those which have already been collected by some one-else and which have already in passed through the statistical method. And with the help of using magazine, news pepper and internet also collected the data.

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INTRODUCTION

DIAMOND PLASTER PVT.LTD. is a leading manufacturer & exporters of Building Products & Processed Minerals. Its Established in the year 1997. Its an ISO9001 Company. The Company has been well known in Domestic market for its quality products especially Wall Putty, Plaster of Paris and Construction Chemicals. The Company is also specialized in Processed Minerals.

DIAMOND PLASTER PVT. LTD. is one of the frontrunners in

delivering

processed minerals. We have been known as one of the leading manufacturers and suppliers in the domestic market for the best quality of mineral powders. We are backed by a team with exceptional skill sets and in-depth knowledge about the requirements of the industry. Their expertise in the concerned area has enabled us to customize the products as per the client requirements. One of our prime concern areas is to derive client satisfaction through all our endeavors. We ensure our clients to get the best from our products. We also offer them technical support on how to use our products in their respective industry for best results.

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OUR PRODUCTS

I.

Building Products

II.

Processed Minerals

III.

Plaster of Paris (POP)

IV.

Cement Water Proofing Compound Wall Putty

V.

Deco Touch Exterior Cement Paint We offer processed minerals that have wide use in assortment of industries. Their physical and chemical properties help them to find useful in myriad of products and services. Our product range includes: Talcum Powder Calcite Powder Red Iron Oxides Mica Powder China Clay Silica Powder Hydrated powder

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SELLING CATEGORIES ]
- Pigment >> Chemicals - Other Non-Metallic Minerals & Products >> Minerals & Metallurgy - Other Construction & Real Estate >> Construction & Real Estate

[ KEYWORD ]
WALL PUTTY , CEMENT PAINTS , MINERALS , PLASTER OF PARIS

Registration Date Buyer / Seller in EC21 Business Type Year established Employees total Annual revenue

2008/08/17 (Year/Month/Date) Seller Manufacturer 1997 11 50 USD 100,000 - 500,000

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CONTACT INFORMATION

Company

Diamond Waterproof Compound Pvt. Ltd. 3399, Mahendra Park Chowk, Rani Bagh, Pitampura, New

Address Delhi New Delhi 110034 India Phone Homepage Contact 91 - 11 64592934 www.diamondwaterproof.org Rajesh Mishra / General Manager

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PLANT LOCATION

We are located on G1-557, MIA Industrial Area, Alwar (Rajasthan). We have a state-of-the-art infrastructure that spreads across an area of 4000 square yards. All the required equipment and machinery essential in the processing of stones to grind to different particle size are working in the premise. Some of the machinery those we have installed in our works are :

Diamond plaster Ltd. is one of the frontrunners in delivering processed minerals. We have been known as one of the leading manufacturers and suppliers in the domestic market for the best quality of mineral powders. We are backed by a team with exceptional skill sets and in-depth knowledge about the requirements of the industry. Their expertise in the concerned area has enabled us to customize the products as per the client requirements. One of our prime concern areas is to derive client satisfaction through all our endeavors. We ensure our clients to get the best from our products. We also offer them technical support on how to use our products in their respective industry for best results.

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Diamond Plaster is offers you our wide range of material of Plaster of Paris (P.O.P) and Wall Putty. They are purified scientifically by an advanced process. All is done so as to achieve consistent quality. Our company is considered as a well reckoned manufacturer, exporter, distributor who offer highly reliable material of Plaster of Paris (P.O.P) and Wall Putty, Paint. Hence, we wholesale our exclusive range as per the stated requirements of the customers.

We have a state of the art infrastructure, which is well backed up by technologically advanced tools and machinery. Our manufacturing unit is ideal for producing qualitative products that to on bulk and without compromising on the quality of our products. Hi tech machinery employed by us ensures the superior quality of our products.

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QUALITY ASSURANCE
Industries We Cater To : Our multitude of products finds their application in myriad of industries some of which include :

Paper industry Ceramic industry Paint industry PVC/Plastic industry Rubber industry Leather industry Pharmaceutical industry Master batches industry Cosmetic/soap & detergent industry

We have fully equipped lab with trained, highly professional staff for testing raw material before its use as well as finish products before dispatch. As a client centric organization we build rapport with our clients through our unwavering commitment towards quality. It is imperative to incorporate quality in the final products by different means. To provide quality products to clients we keep stringent checks right from the procurement of raw materials to finish products. Our customized services ensure clients to get products as per their specifications. Some of the parameters used during the manufacture process are:

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 Brightness Particle Size Chemical Composition

Furthermore, we offer grading of our multitude of products. It is essential to classify products according to their specific applications in various industries. This also describes the purity levels, physical and chemical value of products.

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TECHNICAL SUPPORT

We provide technical support also to achieve the best of our product and how can improve the final product with use of our product.

We have team of trained and experienced people who take care of testing of raw materials along with Finished products & keep proper records of each lots.

WAREHOUSING & PACKAGING:

We have a capacious warehouse for the effective storage of all our products. The spacious warehouse is essential in storing products to fulfill the growing and urgent needs of clients. It is instrumental in storing all the processed products and raw materials for incidental demand of the market.

Packaging:

Loose Paper /Plastic Bags (5kgs/20kgs/25kgs/50kgs) Jumbo Plastic bags (600kgs to 1300kgs. Packaging varies from product to product Palletized Plastic or Paper Bags (20kgs/25gs/50kgs) Quantity per 20 FCL : 15 MT to 26MT depending on the density of products

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PRODUCT PROFILE
DIAMOND GOLD WALL PUTTY

PRODUCT INFORMATION:
Diamond Gold White Wall Putty is white cement based. It provides a protective base for paints. Its superior water resisting properties prevent the paint from flaking even if the wall surface is damp or wet. Its used to fill fine pores of wall and ceiling in order to get smooth finish. Diamond Gold White Cement Putty has better water resistance, adhesive strength & Durability. Being Cement based it has better compatibility with the base plaster it forms a durable base for paints. It can be used for exterior as well as interior walls. It enhances the life of Paints.

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DIAMOND GOLD WATER PROOF POWDER

Its used for waterproofing of concrete & sand cement mortar

As an effective pore filler, it helps to fill capillaries & pores to prevent water seepage Makes the concrete mix cohesive & denser Reduces shrinkage cracks in mortars & concrete Economical in use Does not affect the setting time & strength

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OTHER PRODUCTS

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DATA INTERPRITATION

1) DO YOU SALE WALL PUTTY?

8 6 4 2 0

yes no

Category 1

Category 2

OPTION YES NO TOTAL

NO. OF RESPONDENTS 7 3 10

PERCENTAGES 70% 30% 100%

Interpretation 70 % of distributors sales the wall putty product and 30% distributors not distribute the wall putty product in market.

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2) WHICH BRAND YOU PREFER MORE?

PREFER
2 3 1 4 BIRLA WALL PUTTY JK WALL PUTTY DIAMOND GOLD OTHERS

OPTION BIRLA JK

NO. OF RESPONDENTS 4 3

PERCENTAGES 40% 30% 20% 10% 100%

DIAMONDGOLD 2 OTHERS TOTAL 1 10

Interpretation According to distributors feedback distributor parches maximum Birla wall putty 40%. JK wall putty also choice of distributors 30%.diamond plaster demand in market 20%. Other company product parches distributor 10%.

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3) WHERE IS YOUR WAREHOSE?

6 5 4 3 2 1 0 Category 1 Category 2 4 6 OUTSIDE OF CITY INSIDE OF CITY

OPTION INSIDEOF CITY OUT SIDE OF CITY TOTAL

NO. OF RESPONDENTS 4 6

PERCENTAGES 40% 60%

10

100%

Inside of city and outside of city this two places of storing goods and according to distributors feedback 60% distributors store product outside of city and 40%

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4) WHICH BRAND GIVE MORE PROFIT MARGIN?

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Category 1 Category 2 Category 3 category4 1.5 1.5 3 BIRLA WALL PUTTY JK WALL PUTTY DIAMOND GOLD OTHERS

OPTION BIRLA JK DIAMOND GOLD OTHERS TOTAL

NO. OF RESPONDENTS 1.5 1.5 4 3 10

PERCENTAGES 15% 15% 40% 30% 100%

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5) ARE YOU SATISFIED WITH DISTRIBUTIONS STRATEGY OFFERED BY DIAMOND WALL PUTTY?

4 4 3 2 1 0 Category 1 Category 2

2 YES NO OTHERS NO YES Category 3 OTHERS

OPTION YES NO OTHERS TOTAL

NO. OF RESPONDENTS 4 4 2 10

PERCENTAGES 40% 40% 20% 100%

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6) DO YOU SATISFIED DIRECT DEPO SEAVICES?

SATISFACTION

4 YES 6 NO

OPTION YES NO TOTAL

NO. OF RESPONDENTS 4 6 10

PERCENTAGES 40% 60% 100%

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7) WHICH SCHEME IS PROFITABLE FOR DEALERS?

6 6 5 4 3 3 2 1 1 0 Category 1 Category 2 Category 3 TOKEN DISCOUNT OTHERS

OPTION TOKEN

NO. OF RESPONDENTS 3

PERCENTAGES 30% 60% 10% 100%

DISCOUNT 6 OTHERS TOTAL 1 10

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8) ARE YOU SATISFIED WITH DISTRIBUTION SECONDARY CHANNEL OFFERED BY DIAMOND WALL PUTTY?
7 6 6 5 4 4 YES 3 2 1 0 Category 1 Category 2 NO

OPTION YES NO TOTAL

NO. OF RESPONDENTS 6 4 10

PERCENTAGES 60% 40% 100%

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9 )WHICH COMPANY DISTRIBUTION CHANNEL YOU LIKE MORE?

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Category 1 Category 2 2 3

BIRLA JK DIAMOND OTHERS 1

Category 3

Category 4

OPTION BIRLA JK

NO. OF RESPONDENTS 3 3

PERCENTAGES 30% 20% 40% 10% 100%

DIAMONDGOLD 4 OTHERS TOTAL 1 10

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10) ARE YOU SATISFIED WITH DIAMOND WALL PUTTY SERVICES?

7 7 6 5 4 3 2 1 0 Category 1 Category 2 3 YES NO

OPTION YES NO TOTAL

NO. OF RESPONDENTS 7 3 10

PERCENTAGES 70% 30% 100%

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FINDINGS
1. I find out in market there are ten types of wall putty product available and maximum distributor distribute the wall putty in market. 2. Comparing others competitor distribution strategy was different. 3. Diamond gold Transportation cost was more than other wall putty product. 4. I also find out Primary distribution cost is less than secondary distribution cost. 5. There are No. Of links involving in distribution channel and that is important reasoned to diamond gold wall putty price is more. 6. Company take more time to primary delivery for product and according to that distributors are not satisfied with primary distribution channel.

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SUGGESTIONS
1. Diamond plasters have to provide good distribution strategy and channel comparing to others. 2. Companies have to reduce link between distribution channel process. 3. And other wall putty company already have a depot in one district according to that company also do for storing the product and with the help of that process also possible to reduce wall putty product price. 4. Company have to change their distribution strategy because this distribution strategy required more cost. 5. If company give fast services to customer possible to make better relationship with them.

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CONCLUSION
Follwing are the conclusion that the researcher found after the survey. Company has good distribution channel and strategy also. Diamond plaster provide totally different distribution strategy for distribute product in market. In Nagpur diamond got good position because distribution services are very good in Nagpur.

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BIBLIOGRAPHY
Books: Marketing Management Philip Kotler, Kevin Lane Keller.

Websites: www.diamondplaster.com www.sales@diamondplaster.com www.diamondwaterproof.org WWW.google.com

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ANNEXURE
1) Do you sell wall putty? Yes No

2) Which brand you prefer more? Birla JK Diamond Gold Other

3) Where is your warehouse? Inside of city Outside of city

4) Which brand give more profit margin? Birla JK Diamond Gold Other

5) Are you satisfied with distributions strategy offered by diamond wall putty? Yes No

6) Do you like direct depot services? Yes No

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7) Which scheme is profitable for dealers? Token Discount Other

8) Are you satisfied with secondary distribution channel offered by diamond wall putty? Yes No

9) Which company distribution channel you like more? Birla JK Diamond Gold Other

10) Do you like diamond wall putty services? Yes N No

______________________________________________________________________________ _____________________________________________ Name: ________________ Age: ___ years Sex: male/female Contact no.: ___________ Signature: __________

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