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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

INTRODUCTION
A business enterprise consists of manpower machine materials, money and management organization brings these assets into the position of greatest effectiveness and productivity. It is the result of harmonious inters relation of functions of and staff for the attainment of a common purpose definition of an organization states that an organization is a combination of number of elements. The project is intended to access or to acquire the knowledge regarding the functional as well as the managerial aspects of the firm. In the present business world, manufacturing industry has grown significantly science last few decades. The internship project report is a work study report and vital training program, during this study students learn all the aspects of the practical business scenario. The study is generally meant to develop students aptitude towards business environment practically and theoretically. It is like a practical training given which will make me prepared for a future job as a manager of an organization. Value addition in coir is at its best in India where the fiber is converted into exquisite floor covering, geo-textile etc The future of coir industry depends on the nontraditional areas and non conventional products.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

OBJECTIVE OF THE STUDY


To analyze the effectiveness of marketing mix of Kerala Balers (P) Ltd. To study the how to improve the marketing mix elements. To find out whether the price of the product affects the purchase decision of the customers. To know about the marketing strategies of Kerala Balers (P) Ltd.

SCOPE OF THE STUDY To find out the marketing mix practices in the company. To know about the markets of coir in the present scenario. To find out the market position of the company to the competitive environment.

RESEARCH METHODOLOGY Research methodology is the way to systematically solve the research problems it may be understood as a science of study how research is done scientifically. Researcher should know how to develop certain indices how to apply particular research techniques etc along with the knowledge of which the method should be adopted or which of the methods are relevant to a particular study. Source of data The data required for the study were collected through two different sources: Primary Source Secondary Source Primary Source The primary data were collected by market survey with the help of questionnaire and the formal and informal discussions with the officers, customers and agents of the company. Secondary Source The secondary data were collected from the company records, related books and company websites.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

INDUSTRY PROFILE

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

INDUSTRY PROFILE

About Coir Coir came from Malayalam word kayar or kayaru, which means cord to be twisted. Coir-stift fiber from the outer husk of a coconut fiber, fiber slender and greatly elongated solid substances. Coir is a course fiber extracted from husk, the fibrous outer shell of the coconut. Coir- The fiber obtained from the husk of a coconut, used chiefly in making rope and matting

Advantages of coir fibers

100 % natural Bio-degradable Made from infinitely replinishable resources Natural golden brown colour fits any dcor Hard and resilient fiber provides excellent scrubbing action ideal for door entrance not applications. High water retention Coir matting and rugs: hard wearing, rustic and elegant. Moth and rot resistant Good insulator of heat and sound.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Formation of Coir

Coconut tree top picture

Woven magnificence is what you see in the coir products. The efforts behind manufacturing the raw materials are huge and involve several processes. The starting point of the industry is the process of descending after has vesting the mature coconut crop. Coir fibres are extracted from husk surrounding the coconut. For production of eight colored fiber of spinnable quality green husk of 10-12 month old coconuts is ideally suitable.

India and Sri Lanka are the main areas where the fibers fro the husk are extracted by traditional methods for the commercial production of variety of products. However, are purposes. The average fiber yield is depend on the geographical area and worldwide, only a small part of fibers are available are currently used for the variety of coconut tree. In the south of India and Sri Lanka, when the best quality of fibers are produced, the average yield is 80-90 grams fiber per husks, while Caribbean husk which are relatively thick may yield up to 150 gram of fiber. The husks are composed of 70% pith on 30%. Fiber on a dry weight basis. The ratio of yield of long, medium and short fibers is on average:40:20 respectively.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Global Coir Trade

Currently the global annual production of coir fiber is about 3,50,000 Yet, even in the world producers India and Sri Lanka which account for about 90% of global coir fiber production combined, this renewable resource is underutilized local coir mills process only a fraction of the available husks, which accrue more or less round as a waste during coconut processing.

Traditional uses for resilient and durable coir fiber include rope and twine, brooms and brushes, door mats, rugs mattresses and other upholstery often in the form of rubberized coir pads. In 1980s and 90s global exports of coir fiber few by almost hart, as western consumers shifted to synthetic form and fibers. Then since 1990s rapidly growing domestic demand in India doubled global production benefiting exclusively the Indian coir industry. Finally since 2001, a rising Chinese demand for coir, an expanding market coir based erosion control products and the spread of coir pith as a peat moss substitute in horticulture was further pushed up global production and prices. In turn other coconut growing countries, including Philippines, Thailand and Vietnam are now expanding this production and export of coir fiber. These changes are also reflected in international trade in coir. Historically, Sri Lanka has been the worlds largest exporter of various fiber grades; where as India exports largely value added products yarn, mat and rugs. Global trade volume for coir fiber, value added products yarn, nut and rugs and coir pith now stands at about $140 million per year with India and Sri Lanka respectively, accounting about $70 and $60 million of that amount. Moreover, coir milling and value addition mostly spinning and weaving are important regional employees particularly in rural southern India and coasted Sri Lanka. Yet working condition and productivity are generous poor. The challenge for industry is to sustainable expand market for this versatile renewable resource mile maintaining its role as employees for the rural poor. Business, public agencies and research institutes are

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

now addressing this challenge in multi lateral projects worldwide setting examples that global trade can be beneficial to cut parties involved Coir industry in India

Indian coir industry is an important cottage industry contributing significantly to the economy of major coconut growing states and union territories i.e., Kerala, Tamilnadu, Andhra Pradesh, Karnataka, Maharashtra, Goa, Assam, Orissa, Lakshadweep etc. About 55 lakhs person get employment, mostly part time, in this industry. The exports from this industry are around 70 crores. Coconut husk is the basic for the coir products. Around 50% of the available coir husk is used to produce coir products.

Hence, there is scope for growth of coir industry. Special training programmers have been formulated for women artisan. Improved modern treadle rats would be provided to trained women artisans to increase and employment and earnings. Medical facilities crche for children of coir workers, model coir villages foe SC/ST coir workers and social welfare schemes would be implemented during the 8th plan period. Not more than 50% of the coconut husk is utilized in the coir industry, the remaining as used as fuel in the rural areas. Production in the cooperative fold is not more than 20-25%. The development programmes so far undertaken aimed at revitalization of coir co-operatives, improvement in quality and product diversification.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

COMPANY PROFILE

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Company Profile About KARAN Group Backed with more than 100 years of experience I the coir industry, KARAN group has been recognized as the disputable industry leader. Starting as a coir yarn spinners in the late 1800s. The Karan group presently on the largest integrated factory I Asia for weaving natural floor coverings. Factories are equipped with the latest yarn preparation and dyeing equipments. Recruit and train the best weaving available. The collection of woven coir, sisal and jute floor coverings is exported to more than 100 countries. The Karan group is also the pioneer in Asia for the manufacture of vinyl backed coir mats and rolls. The group has successfully maintained the balance between traditional crafts man ship and latest technology throughout their journey. They still have the best crafts man in the handloom industry working for them that helps then to be the largest exporters o traditional, hand-woven coir mats, mattings and rugs from India.

Kerala Balers Private Limited Kerala Balers (P) Limited was incorporated in the year 1940 for the manufacturing and selling of coir and allied products. The registered office of Kerala Balers is situated in thumpoly in Allepey. Kerala Balers is the member of The Travancore chamber of commerce, Allepey. The coir yarn balers association, Cochin The coir association London Federation of Indian export organization New Delhi. Indian standards institution, New Delhi

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

The Product of Kerala Balers


Rug and Mat, Coir Mat, Rubber Mat, PVC Backed Coir Mat, Coir Matting, Jute Matting, Coco rubber, Fiber Mat, Polypropylene Mat QUALITY POLICY OF KERALA BALERS PRIVATE LIMITED We are committed to enhance customer satisfaction through reviewing and improving our performance. We remain committed to excellence in all spheres of our activities. The factory is equipped with the latest machines, they are pioneers in Asia for manufacturer of vinyl backed coir mats and matting. Addition of fully automated flocking machines during 2001. Once again demonstrate their leadership position in technology up gradation within the natural floor covering industry. Consistently maintaining a balance between traditional craftsmanship and sophisticated technology Kerala Balers Private Limited remains Indias largest producers of natural floor coverings. Business operations are mainly concentrated outside India, such as USA, UK, GERMANY, NETHERLANDS, ITALY and FRANCE. Company Details Company name Kerala Balers (P) Ltd. Address Kerala balers (p) Ltd Thumolly Alappuzha

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Year of establishment 1948 Constitution Private company Associate firms William good acre and sons India (p) ltd Alleppey Company Situation Ambalappuzha taluk, alappuzha district Nam of possession Freehold Area About 25 acres Activity Manufacture and export of mats jute rubberized coir mattting, sial etc. Business status Two star export house Major buying countries USA, UK, CANADA Factories at; Alleppey Parvaur Palluruthi Pollachi

Fally owned units Madurai coir palluruthi (cochin) Floor co 1-paravur (kollam) Cocoplast-alappuzha Pollachi-Tamilnadu
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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Board of Directors Smt. Subhadra Ravi Karunakaran ( Chair person) Shri. Ashok Venugopal (MD) Shri. P.K Kurien Shri. N. Venugopal Shri. Vivek Venugopal Shri. A.K Nair

Market Share The market share of kerala balers private limited is 10% Trade Union All the disputes in Kerala balers (p) ltd are settled through the discussion between the management and trade unions. The recognized trade unions are CITU and AITUC Awards owned by the company They have owned award for the highest exporter of coir yarn during the year 98-99 and also the award for growth in export of coir products during the year 99-2000. Major customers of Kerala Balers (P) Ltd. Foreign Boston warehouse trading corporation. Accent imports. Becova guild ltd. Habitat UK JVE Product. Rinos by Netherlands

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Out of Kerala Medi marketing, Chennai Peshawar carpets, Delhi House of mats, Mumbai DD amaranth, Delhi C.Katheran and company, Coimbatore Within Kerala Emkay traders, Alleppy Kannan coir mills, Alleppy Master trade, Alleppy Local competitors of Kerala balers (P) Ltd DC mills Palm Fiber NC John and sons private limited Charankattu coir manufacturing company Koncherry coir factories Poopally coir mills The advantages of Kerala Balers (P) Ltd. The Kerala Balers (P) Ltd is one of the biggest manufacture and sellers of floor mats across the country in Kerala.
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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Easy availability of raw materials. Enough supply of labor Nearness to cochin airport Excellent transport facility Efficiency management Good employee morale Excellent research and development Credit facilities Prompt delivery Good customer relation Effective marketingfacilities. Notable communication facilities. MISSION o To own hydraulic presses o To carry on the business are manufacture of coir matting and mats. o To carry on and undertake any business or operations and undertake by private individual capitalists. o To extend the business of the company from time to time. o To open agencies and branch officers at any place or place in and outside Travancore. o It is well established training house engaged in export of coir yarn o Manufacture and export of coir matting made on power looms PVC tufted coir carpet etc.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

VISION

Kerala balers (P) ltd has palns to capture more international markets by introducing their products in more foreign countries.

The company is also conducting research manufacturing bricks with the wastes from the factory by draulic pressing.

The company is also planning to manufacture floor mats with new designs and various other attractive features.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

SWOT Analysis

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

SWOT Analysis
Strength

More than 50years of experience.

The PVC backed unit mats of the company got ISO 9000-2000 certification

It won a number of awards for exporting and for the production of quality products.

Very efficient and dedicated staff.

Imported machines and use of new technology

The company is exporting to more than 26 countries

Weakness

The company faces stiff competition

Low prize of products because of competition

The company does not have a R and D department

The company does have a showroom in India and it has only a little advertisement

Workers are not give recreation facilities so they suffer from monotony of work

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

The company is not concentrating in domestic market

There is no workers participation in the management

Opportunities

Product diversification can be introduced.

The company can concentrate on domestic market also.

It can export its products to other countries also.

The company can increase the volume of exports.

Threats

Competition from domestic as well as foreign market.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Product profile Kerala Balers provide full range of coir products. The raw material used in the production are Coir Sisal Jute Coir Coir is a natural fiber endowed with a variety of marvelous features also known as coco. Coir is extracted from the husk of coconut. The transformation of raw husk into golden coir yarn and finally to the product require specialized skills. Sisal Sisal prefers to grow in the limestone area where the bedrocks is exposed and ahs only a thin coverings of soil and require several years to reach its maturity. The leaves contain long slender fibers extending just under the circles. The plant is in fact an a gave and was first discovered in yacatan. The word sisal derives from the port in yacatan where the fiber was extracted therefore sisal became the commercial term for the fiber. The beautiful is converted into yarn from the leaves of this plant by sophisticated mechanical spinning process. This form a raw materials is used for ropes and floor coverings. Jute India is the largest producer of jute goods in the world. The Indian jute sector comprises organized jute industry as well as a large number of cottage units. Both modern jute mills and traditional handlooms spinout high quality yarns and weave fine textured fabrics in exotic color and designs. After beading dyeing and finishing the fiber and blending it with other natural and synthetic fibers the final products ensures total customer satisfaction in terms of lusters abrasions resistance and aesthetic appeal.

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

Jute is a bio-degradable product so it has proved to a dependable material for uses an alternative material to plastic and timber. Technological advancement and continues research finding by the textile research institutions has changed the profile of jute. Jute fiber being eco-friendly, annually renewable and abundant available provide scope for its application in the manufacture of products for diverse use. Utilization of jute for manufacture of market worthy product has opened up a large opportunity. THE MARKETING DEPARTMENT Market The concept of market is very important in marketing. The American market association defines a market as the aggregate demand of the potential buyers for a product or service. Kotler defines the market as an area for potential exchanges. Exchange is the heart of commerce or marketing. Marketing Marketing is the social and managerial process by which individuals and group obtain what they need and what through creating and exchanging product and vale with others. Marketing is the performance of business activities that direct the flow of goods and services from producer to consumer or user. It looks after the marketing system of the enterprise. Marketing Management Marketing management performs all managerial functional in the field of marketing. It has to plan and develop product on the basis of long consumer demand. It ahs build up appropriate marketing plan or marketing mix to fulfill the set of the business. It has to formulate sound marketing policies and programmers. Marketing management is responsible for organizing, directing and controlling marketing activities in the process of marketing. It has to implement the marketing programmed and conducting the marketing campaign. Finally, it must evaluate continuously the effectiveness of each part of the marketing mix and introduce necessary

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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.

marketing mix is to remove the discrepancies and deficiencies discovered in the actual execution of all marketing plans and procedures.

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