CHAPTER 1

1
 INTRODUCTION

Agreenco Fiber Private Limited is a company engaged in the manufacturing

and maketing of high quality rubberized coin mattress and related sleeping products
under the brand name of TEMPTATION. The company started its commercial
production in 1965, using sophisticated technology from DOA of Austria to produce
India's finest rubberized coir.The company is a pioneer in matters industry and it is
brands has gained tremendousreputation in domestic as well as international markets.
The entire plant and machinery required for manufacture was imported from Europe and
Asia. The company produces mattress under the brand name Fiber foam and Temptation.

The company's manufacturing unit is located at Kannur District of Kerala, the

city of looms and lores. It is situated at Valapatanam, nearby Valapatamriver which is a
major industrial area in Kerala. Kannur is known for the production of natural rubber,
which is one of the important raw materials in the manufacturing of rubberized coir
mattresses.. Also lot of coir de-fibering units are working at making it ideal for the
growth of rubberized coir mattress industry skilled, semiskilled and unskilled labour
forces are available. The company is situated at the industrial belt of the north Kerala and
especially raw material availability, infrastructure, and other the major reason for the
concentration of number of rubberized coir matteress manufacturing units in Kannur
area.

The need to access the customer satisfaction of fiber foam was found because it is
a manufacturing industry. More ever,, there are many shops with customer that have
developed loyalty over time. The study aims to bring out improvement of the product
and service and find out satisfaction level of the customer. The comprehensive statement
of the problem can be thus stated as "a study of customer satisfaction regarding Agreenco
fiber foam".

2
 STATEMENT OF THE PROBLEM
The need to access the customer satisfaction of fiber was found because it is a
manufacturing industry. More ever, there are many shops with customer that are
developed loyalty over time. The study aims to bring out improvement of the product
and services and find out satisfaction level of customer. The comprehensive statement of
the problem can be thus stated as a study of customer satisfaction regarding Agreenco
fiber foam", with special reference Kannur district.

3
 OBJECTIVE OF THE STUDY

To analysis the satisfaction of fiber foam customer

To understand the marketing strategies and product strategies and product quality of

the company.

To get satisfaction for improvement among fiber foam

To find out the effectiveness of the products and strategies among customer

4
 SCOPE OF THE STUDY

The study is exclusively conducted for customer of fiber foam, which is dispersed in
different areas of Kannur city, as all the customer use the product, their needs,
preference, usage habits, purchase action vary widely which in turn gave the study a
wide and large scope for analysis the time frame of the study that lasted scope for
analysis the time frame of the study that lasted about 45 days.

5
 LIMITATION OF THE STUDY

Due to shortage of time detailed study is not possible.

Some information could not access due to its confidential nature.

The respondent's unwillingness to disclose all the details limits the scope of
study.

Published data available from the firm are very few and hence detailed analysis
of the firm could not be made.

The limited time available for completing the project had acted as a hindrance for
improving the quality of work.

The study has been conducted mainly depending up on the secondary data and
the inherent limitation of secondary data may be reflected in the study.

Some information could not access due to difficulty in meeting the officials
because of their busy schedule.

This study emphasis on the financial performance of the marketing department of

the firm. A firm's efficiency cannot be measured only by financial performance.

6
 METHODOLOGY
Research methodology is a systematic method to solve the research problems.
For this purpose data are collected by various methods such as company journals,
documents related with marketing department. The study is partly descriptive and partly
analytical. It is analytical in the sense that questionnaire can be prepared and distributed
among people who are living near the industrial surroundings. Marketing research is as
efficient as possible yielding maximum information with minimum expenditure. The
study is primarily based on the internal records of the company. Besides this,
information will be gathered through discussion with the officers of the company.
Further personal interview will be held with various personnel working in the company.

7
CHAPTER 2

COMPANY PROFILE
INDUSTRY PROFILE
REVIEW OF LITERATURE

8
 INDUSTRY PROFILE

BIRTH OFRUBBERISED COIR INDUSTRY:

The birth of Rubberized coir industry is quite interesting. In prior to year 1960
people hardly had any idea about this useful and high utility product. In those day s
would famous car manufactures M/S Volkswagen of Germany was using horse hair as
cushion fittings material for the car seats. As their production increased from 100 cars to
30, there was shortage, 'death' of this raw material. This necessitated a suitable
alternative product for rubberization and which would suite their specification. Out of
various alternatives like Sisal fiber etc, the coir fiber decidedly found to be best; this was
the beginning of Rubberized Coir Industry.

EVOLUTION OF THE MATRESS

1000 years ago, in the Neolithic period, people began sleeping on primitive
"beds". 3400 BC: Egyptian pharaohs discover the benefits of arising off the earth. King
Tutankhamen bed of ebony and gold common people slept on palm bows heaped in the
corner of their home.

Roman Empire: First luxury bed often decorated with gold, silver or bronze, their
beds featured mattress stuffed with reeds hay wool or feathers.

Roman discovers the water beads. The sleeper would recline in a cradle of warm
water until drowsy, them be lifted on to an adjacent cradle with a mattress, were they
would lee rocked to slap.

Renaissance: Mattress was made of per shucks of strew, sometimes feathers

stuffed in to cardstocks, then covered with sumptuous velvets, brocades and sills. 16tyh
and 17th century: Mattress was generally strewed or down placed a top as a lattice work
of rope.

The late 18 century: advanced of the cast iron bed and cotton mattress. Together
they provide a sleeping that was less attractive to bugs. Until that time asserted vermin
were simply accepted as an accepted component of the most royal beds.

9
 1930: innerspring mattress and upholstered foundation become series contenders
for the dominant position they now enjoy in the U.S and Canada.

1950"s to 1960's: Modern water beds introduced. Adjustable bed becomes

popular withconsumers.

1980's: Air beds sleeping is once again on the rare. In 1999 the queen-size
mattress becomes America's most popular choice for mattress sizes for the first time ever
beating thetwin.

2000's : Choice and comforts are keywords in contemporary bedding. In addition

to all most unlimited range of inner spring mattress design, new type of foam mattress
cores (such as memory or visco-elastic foam and refinements to traditional latex) as well
air beds, water beds and high-tech adjustable sleep sets offer consumers attractive quality
alternatives pillow top mattress a popular innovation on luxury offer an extra layer of
soft cushion and single sided no flip mattress are common rubber mattress and pillows
appeared on the market.

MATTRESS INDUSTRIES IN INDIA

Mattresses are one of the most important and widely used produced in the world.
We spend apportion of our life for sleeping. So the mattress industry has a vital place in
thisuniverse.

India is one of the largest producers of natural rubber in the world. Now the
country occupies 4'h place in the productivity of rubber. Thailand, Indonesia and
Malaysia occupy the first three positions on average productivity of around 11630 kgs
per hectare. India is the fourth largesse consumer of Natural rubber as concerned to
China, USA and Japan.

Prior to the year 1960 Indian citizen hardly had idea of this novel and high utility
product. The companies born in India during 1960's were;

Relax-on, Calcutta

Kur-on, Bangalore, Karnataka

10
 Duroflex, Alapuzha, Kerala

Agreenco Fiber Foam Pvt Ltd, Kannur, Kerala

Retroflex, Bangalore, Karnataka

In Kerala the mattress industries was completely taken over by cotton mattress.

Later it had shifted to spring mattress and finally to rubberized coir mattress in
the brown fiber and natural latex rubber. Even though there was only handful of
mattress units, now including small and big companies there are more than 100
brands in the market. In this, most of the mattress, manufacturing units and head
quarters are located in Kerala. Interesting in Kerala, 7.5% of the mattress,
companies are located in Kannur. The Kerala market got its fast moving in 60's,
but got into top gear during 90's. the present mattresses companies having its unit
operation in Kannur, such as Agreenco Fiber Foam Pvt Ltd, Sulfex, Duroflex,
Kohinoor etc.

MAJOR TYPES OF MATTRESS

There are mainly 4 different types of mattress available in Indian Market. They
are:

Rubberizes Coir Mattress:

After nearly one decade of its introduction, Government of India recognized coir
mattress as a healthy and hygienic products. Slowly many governments organization
recognized rubberized coir as "Wealth from waste" and advocate the users of rubberized
coir mattress in various hospitals, health etc.

Now rubberized coir mattress has highly competitive market. This segment is
having more than 74% of market share mattress industry. The rubberized coir mattress
industry is having a great market potential with annual sales turnover of over Rs.500
crores.

Cotton mattress:
11
 Cotton mattress comes under small scale industrial unit. It is difficult to spot out a
popular branded cotton mattress, as there are no big players in this segment and brand
building efforts are negligible. The major raw material used is spring mattress:

Spring Mattress has only 9% of the market share of mattress industry. It is made
of foam or rubberized coir mounded over the spring which provides a great deal of
comfort an support. The major players in the segment are spring Well and Recon. Spring
well is the leader in this market.

Foam Mattress:

Foam mattress segment comes at the fourth place after spring mattress. This
segments is having a market share of 5% the relevant raw materials used in foam
mattress are foam, which is having a density of 30kg/cubic meter. The major players in
foam mattress are U-foam, sleep well and conform.

RUBBER COIR MATTRESS IN KERALA

In Kerala the Mattress industry was completely taken over by cotton mattress.
Later it had shifted to mattress, then to foam mattress and finally to rubberized coir
mattress in the brown fiber and the natural latex rubber. Both materials are abundantly
resources of Kerala. Over the last decade, the known coir section has registered a
tremendous growth. The tremendous growth of rubberized coir mattress industry leads to
the development of agricultural and small scale industrial unit.

12
 COMPANY PROFILE

AgreecoFober Foam Pvt Ltd is a company established in 1965 in technical

collection with M/S DOA of Austria for the manufacture of rubberized coir mattress. The
entire plant and machinery required for the manufacture was imported from Europe and
USA. The company has its manufacturing unit at Kannur, the Malabar Coastal Town of
Kerala.

The operations Agreenco Fiber Foam's highly sophisticated plants are entirely
mechanized with technical knowledge base from its collaborator enhanced by in house
research development. This judicial blend of Austrian experience with the company's
invasiveness makes its products a better substitute for conventional cotton and foam
mattress. The products are resilient, hygienic, in expensive and environmental friendly.

The product quality and customer satisfaction are the priorities of the company
always. The company has enhanced sufficient in advance their manufacturing operation
by improvement India's first wholly computerized matters fished machines which adds
extra comfort and perfection to the while mattresses while enduring endless number
designs too.

In 1965 Agreenco Fiber Foam's Pvt Ltd born, using sophisticated technology
from DOA of Austria India's available worldwideAgreenco Fiber Foam Pvt Ltd bring
you are the goodness of rubberized coir in mattresses, pillow, cushions to sent and
comfort products.

Today Agreenco Fiber Foam is marketing its different models under the brand
name "TEMPTATION". The mattresses are priced from Rs. 870 to 10000 by natural coir
mattresses accessories priced from Rs. 4000 to 20000. Presently Fiber Foam has
privilege of having the widest range of mattresses in Indian mattress industry. Recently,
the company has developed an exclusive range of "CONTOUR HUG" mattresses
13
suitable for luxury hotels. In a span of time the company has already got long list of
hotels including the TAJ GROUPS OF HOTALS" as their prestigious clients.

The company ensures strict quality control measures in their factory due to which
their mattress will accept in India and European countries like France, Netherland,
Germany, Greece etc in 1994 the company was awarded the prestigious 8 Europe award
for quality at ParisIssued by the International Publishing House and the Trade Leaders
Club Madrid. In fact, it was for the time for a mattress manufacturer from India was
found worthy for receiving this award. Cher the years the company has developed every
reputation for the quality of its products Due to this reason the market share of the
company is always increasing steadily admit though competition from various other
brands, the company has not much to ensure its presence in the ongoing advertisement
war and instead it has invested for research, development and product innovation.

In 1977 the company has launched "TEMPATATION" range of spring

mattresses. This range is made up to mattresses with most modern type of spring units,
manufacturer using foreign technology. The company is important for their
"TEMPATION" range of spring mattresses superior quality and unique copper-coated
spring units form M/S well house wire product who are the largest manufacturer of
mattress spring in U.K

The company produces mattresses in the major brand name TEMPTATION and
HONEYMOON. A range of 'CONTOUR HUG' mattresses that constructed from natural
coir rubberized for resilience long life covered with 100% cotton strain fabric. The
mattresses produced by the Agreenco Fiber Foam Pvt Ltd are the first choice for beds
attractive, affordable, long lasting and available in different size. Each mattress is
designed for comfort sleeping that feel sensation of the sleeping surface and cushioning
of the mattress.

The Honeymoon range fromAgreenco Fiber Foam Pvt Ltd offers India's finest
ultra premium multi layered natural coir mattresses. A multi layered mattress performs in
a much superior way under compressive load a mattress creates a bending movement
around that loading point and multi layered mattress behave elastically under this
condition where as the homogenous mass of a conventional mattress scrambles and
under the influence of this beheading movements. In a multi layered mattress scrambles

14
and crack under the influence of this bending movement. Ina multi layered mattress the
different tensile qualities required could be created genuinely becomes each layer is
independent since they are manufactured under different raw materials.

In a homogeneous mattress this possibility is remote since the quality as to be

comprised to suite the quality of the entire homogenous structure.

'CRAFITNG INDIA'S FINEST MATTRESSES SINCE 1965" is caption of the

company. These mattresses are the first and last world in comfort for beds. Attractive,
affordable, lasting and available in different size. Each mattresses is designed for comfort
that special feel or sensation of the sleeping surface and cushions of the mattresses.

PLANT LOCATION

Location plays an important role in the success or failure of the company. It is

very important for smooth functioning of the organization. The company manufacturing
until is located in Kannur, The Malabar Coastal Area of Kerala.

The city of looms and lore, It is situated near the Balipatam river. The main
reason for locating was there because the firm could profitably exploit the abundance of
coconut husk in this country by converting of into rubberized coir. The present location
was a hub of coir rope manufacturing during 196's, this is the main reason for location.
Kannur is well known for production of natural rubber, which is one of the important raw
materials in manufacturing rubberized coir mattress. Baliapatam is also known as an
industrial area and labor force is also available here in plenty.

GROWTH IN INDIA

Under cover of darkness, the sleeping habits of the average Indians entered sea of
change in the couple of decades. Earlier the company's more affluent citizen perfected to
repose on double but expensive foam rubber or polyurethane well ever. The react slept
on cotton ever.

15
 The main advantage of starting this company is that the firm could profitable
exploit the abundance of coconut husk in our country by converting it into rubberized
coir.

Earlier, the company faceted the problem of co-ordination capacity between the
various machines. As the firm was unfamiliar with the manufacture of rubberized coir
mattress and consumers were new to using them, the overheads were high. But in present
face, the demand of the rubberizes coir mattress has increased and it has become the first
presence for almost all the customer.

16
 CRAFITNG INDIA'S FINEST MATTRESSES SINCE 1965" is caption of the
company. These mattresses are the first and last world in comfort for beds. Attractive,
affordable, > lasting and available in different size. Each mattresses is designed for
comfort that special feel or sensation of the sleeping surface and cushions of the
mattresses.

PRODUCT PROFILE

Agreenco Fiber Foam produced diversity of products. They are concentrating on

discriminating different income mattress features. In this sense the product is divided
into three income range of consumer such as high, lowland middle class.

MATTRESSES

FIBRE FOAM

It consist of uncovered bare mattress only. The company mainly produces fiber
blocks.

TEMPTATION RANGE OF MATTRESS OF SLEEP SYSTEM

It is the given to mass mattress range for medium and low ordering
consumers. It is available in ten different design Majestic, supreme , Deluxe,
Supreme select, Emperor, Commander, Ultra supreme, Diploma, Ortho crest, Grade
and Mattress Infinity

MAJESTIC

Bare mattress with Hessian pasted on side, 10mm polymethane in top

covered with decorative jacqardfabric.

SUPREME DELUXE

This is a comfortable mattress with extra soft sleeping surface, Supreme Deluxe
comes finished in distinctively printed cotton fabric with thin side beading all around

17
 SUPREME SELECT

A combination of extra soft sleeping surface with supporting layers of natural

rubberized coir. This provides abundant sleeping comfort. These are bare alters with
Hessian pasted on side. 15. polymethane foam on top and covered polystyrene foam on
the side. These mattress are available in coir rounded shape.

EMPEROR

Bare mattress covered with quilted satin fabric on top and some quilted fabric at
the bottom. Cover will have thick beading all around the expanded polystyrene foam on
the side. Has unique mattress provides excellent value for money to provide restful
sleep. This is presently the most popular design in India.

COMMENDER

Bare rubberized coir strips pasted together between high density rubberized coir
pads. Mattress is covered with cotton stain quilted on top and some non quailed fabric at
the bottom.

ULTER SUPERME

Bear mattresses with 40 mm poly methane foam at the bottom and sides, covered
with jacquard/polyester printed embossed fabric.

DIPLOMAT

Offering of comfortable sleeping surface Diplomat is an mattress that offers value

of money. Diplomat is enhanced in extra rich quilted zip-off cover.

ORTHOCREST

Bear mattress covered with 10 mm poly methane foam quilted ribbed channel
fabric on top and plain fabric at the bottom. Cover will have thick beading all around and
expanded poly styrene on sides.

GRACE

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 The most opulent and elegant mattresses 'Grace' is specially designed to exude
empathetic ambience in your bedroom. The extremely different functions of multi
cushioning layers are synchronized in this mattress to ensure generous level of comfort
and content support.

MATTRESS INFINITY (SPINNING MATTRESS)

The honeymoon range from fiber offer's India's Finest Ulter premium multi
layered natural coir mattress.

The multi layer mattress performs in much superior under compression and load
when compared to conventional homogeneous mattress. The compression load on a
mattress create a beheading movement around that load multi layered mattress behaves
elastically under this condition were homogeneous mass of a conventional mattress
behaves elastically under this condition were homogeneous mass of a conventional
mattress crumbles and cracks under the influence of this bending movement. In a multi
layered mattress the different tensile qualities required can be created genuinely because
each layer is independent since they are manufactured under different condition with
different raw materials. In a homogenous mattress this possibility is remote since the
quality has to be compromised to suit the quality of the entire homogeneous product.

PILLOWS

The common product made rubberized mattress is rubberized pillow. The waste
out of rubberized coir is recycled to produce rubberized pillow. This is covered with poly
urethane foam finished over with cotton plain fabric. The pillows are available in
common size, but they are different in their softness.

Some are stiffer, the other type of pillows is recommended for hospital covered
with Rexene sheet over it, which is produced only when order is placed for it. A
rubberized coir mattress and rubberized pillow is comfortable for a human body.

CUSHION

19
 Cushions are produced for the sofa set, executive chair etc. the cushions are
mainly covered with Karoor jacquard and cotton fabric. In this range there are some
other different projects available. These include Dallyon bed room mainly used by North
Indians.

BLOSTERS

Another type of cushion which is cylindrical in shape used mainly by North

Indians.

DALLYON MATTRESS

An innovative bed rolls with one side stitched which plastic mat, so that it can be
laid on the floor.

20
 PRODUCT PROFILE OF THE COMPANY

AGREENCOS PRODUCTS

FINISHED CUSHIONS PILLOWS FOLDING DALLYON

MATTESS CUSHIONS

Grace Supreme Deluxe

Supreme Deluxe Pillow Deluxe
Supreme Standard Standard
Quailedde
select Majestic Siesta
luxe
Emperor Bolster Carpetund
Commander Poly silk erlay
Hospital Pillow
Mattress stuff

MAIN RAW MATRIALS

COIR ROPE

Coir Rope is an important raw material used and this constitutes 90% of total raw
materials. In the initial years, coir ropes are available locality, but the firm mainly
depends on Tamilnadu for ropes.

MAIN ISSUE COIR

21
 Non-availability

Frequent Delivery

Sub-standard ropes

Average monthly requirement of coir is around lOOmt. As per the company

policy one-month requirement and price fluctuations, etc. Firm fails to keep the
minimum stock.

RUBBER LATEX

Latex is another important raw material and in cost wise. It is the highest cost
incurring raw material. To minimize the cost, the firm uses latex, and filed latex. Latex is
the processed rubber latex where the rubber content I 60% and filed latex is the natural
latex directly collected from farms. I this, latex content may vary from 20.25%. Latex is
costly and by mixing the natural latex with senses firm is typing minimize the cost. Latex
is locality available.

CHEMICALS/LUBRICATIONS AND OIL

Another important raw material is chemicals, oil and lubricants. These are purchased
from the manufacturer or their dealers.

COVERING MATERIAL

Covering material including cotton cloths, U-foam, threads, etc. cloths are mainly
purchases from the textile mills of Erode.
22
LABELS/STICKERS

Name label and stickers are printed at printing press. Press is selected on a
competition tendering.

23
 RREVIEW OF LITERATURE

MARKETING DEPARTMENT

Marketing is one of the important operative functions of management. It is a

human activity directed at needs and wants through exchange process. The word market
is derived from the Latin word 'Marketus' which means Merchandise, trade or a place
where business is conducted. Marketing creates time, place and possession utility.

The Source of every organization lies in providing right product at right time in
right quantity to the customer. Marketing deals with all activates which creates promote
and distribute products in accordance with customer demand.

Agreenco Fiber Foam's products are marketed through their branches all over
India. In addition to the branch sale. The companies marketing its products to institution
including hospitals, hostels. Hotels...etc. the company also exports its products to
European countries. Middle East, Maldives etc.

In AgreencoFibar Foam Pvt Ltd, marketing of its products to the branches in over
India. The marketing division of Agreenco Fiber Foam Pvt Ltd and its 14 brandies all
over India coordinate the marketing activities. Their main function is to handle the orders
from the dealers I the distributions and increase the sale and market share of Agreenco
Fiber Foam Pvt Ltd and handling of direct order received in the factory.

The finished products are transferred to as concernment transfer that is the

finished products are not solved but it is transferred to branches. In this case no factory
invoice is kept sometimes dealers directly take the delivery form the factory, in this case
factory keep invoice. Total sales are calculated as the sum of factory invoice and branch
invoice.

MARKETING MANAGEMENT
Marketing management is an important function of management. It performs all the
managerial function in the field of marketing. It is responsible for planning, organizing,
directing and controlling the marketing activities. It is required to build up an appropriate
marketing mix to achieve the objectives of business.

24
Objectives of Marketing Management
To create new customers for the business.

To satisfy the need of the customer.

To determine the type of products that will satisfy the needs of the customers.

To generate adequate profits for the growth of the business.

To earn goodwill for the business.

To raise the standard of living of the people.

MARKETING AND SELLING

Marketing is a continuous process of identifying consumers needs and
fulfilling such needs through product development, promotion and pricing. Selling is
mere transfer of ownership of goods from the seller to the buyer. In marketing emphasis
is given on product planning and development to match products with market. But where
as in selling emphasis is placed on sales of goods already produced. Marketing begins
before production of goods and continue even after sales.
Consumers/ Customers
A customer is an individual or an organization who buys goods and
services for a consideration. Marketing involves interacting with customer. Marketing is
not possible without customer.
Consumer is a person or group of person, such as household, who are the
final users of products or services. The consumer is the one who pays to consume the
goods and services produced. As such, consumers play a vital role in the economic
system of a nation. In the absence of effective consumer demand, producer would lack
one of the key motivation to produce or to sell to customers. The consumer also forms
part of the chain of distribution.
According to consumer protection Act 1986" a customer is an individual
or an organization who buy goods and services for a consideration".
The customer are buying PICCOS products in the Kannur market and directly
from the PICCOS.

25
Marketing Segmentation
Marketing segmentation is the process of dividing the total heterogeneous market for a
good service in the several segments, each of which tends to be homogeneous in all
significant aspects.
In Market Segmentation, consumers are grouped with the market dimension and then
firms attempt to much the needs of different consumer group, through compatible
marketing inputs, encompassing product, price, promotion and distribution.
The market may segment on a number of based on which the firm may subdivide its
market. The list indicates alternated basis available to a marketing executive for
segmenting a firms market.
Geographic

Demographic

Socio Economic

Psychographic

Marketing Condition

To optimize the benefit from market segmentation a firm may, therefore adopt the
4 criteria to segment its market. They are :-
1. Market Potential

Each market segment mist is large enough to justify the investment required
to market the product in it.
2. Need

The market segment should want the product or services alternatively, it should
have potential of being of educed to want it.
3. Demand

The market segment must have the economic ability to buy the product or
service. Simply or wanting it may be relevant for firms long-range strategy, but
for the present it may not hold much relevance.
4. Accessibility
26
 The market segment should be sufficiently homogeneous with
geography, demography and socio-economic characteristics to enable
the firm to reach efficiently.

Company wise Strategic Planning

Each company must find the game plan for long-run survival and growth that
make the most sense given its specific situation, opportunities, objectives and
resources. This is the focus of strategic planning. It is the process of developing
and maintaining a strategic fit between the organizations goals and capabilities
and its changing market opportunities.
Strategic planning sets the stages for the rest of planning in the firm.
Companies usually prepare annual plans and strategic plans. The annual and long
range plans deal with the company's current business and how to keep them
going. In contrast, the strategic plan involves adopting the firm to take advantage
of opportunities in its constantly changing environment.

27
 MARKETING FUNCTIONS

Basic Functions Facilitating Functions

Marketing Research Buying and Assembling

Product Planning & Development Selling

Standardization and Grading

Packaging and Branding

Storage/ Warehousing

Transportation

Salesmanship

Advertising

Pricing

Insurance

28
PRODUCT AND TARGET MARKET

Today Fiber is marketing 15 different models under the brand name

"TEMPTATION". Mattresses are priced from Rs. 870 to Rs. 10,000 by making it
affordable to all segment of customers, in the executive top end market, the company is
a leader though its "HOEYMOON" range of super luxury natural coir mattresses and
accessories from Rs, 4000 to Rs.20000.

Presently Fiber Foam has the privilege of having the widest range of mattresses
in Indian mattresses industry. The company has got along list of hotel industry in which
the TAJ GROUP OF HOTELS as their prestigious clients in a short span of time.

In the consumer market, company is targeting lower middle class population to

huge upper class with its different products. In organizes customer segment, hospitality
industry in targeted with high end products such as "HONEYMOON" & "COUNTER
HUG" mattress. In the lower segment they targeting with other products. For hospital
industry the company is targeting with the rexin covered products.

PRODUCTS AND TARGET MARKET

NAME OF THE PRODUCTS TARGET MARKET

Regal Lower Middle Class

Supreme Select, Emperor Middle Class

Grace, Honeymoon, Spring Upper Class

Commander Health Product

29
 ORGANIZATION STRUCTURE

BOARD OF DIRECTORS

CHAIRMAN

MANANGING DIRECTOR

GENERAL MANGER

MARKETING MANAGER

SALES MANAGER

ASSISTANT MANAGER

JUNIOR SALES EXECUTIVE

MAIN COMPETTORS

Competitors of the company areSALES EXECUTIVE

very significant in determining the position of Die
Company is the market. In the case Fiber Foam Pvt. Ltd. The company dominates the
mattress market in most of Northern Kerala. However the chief competitors of case
Fiber foam Pvt. Ltd, are based in Northern Kerala. Some of the competitors are:

Kurl-on

30
 Duroflex

These two are the main ones

Some of the other competitors are:

Slfex

Kohinoor

Coir-on

Sherlon

Sunidra

Rubco

The company always aims at reducing the cost of production which will enable them
to lower their price to extend. Thus, they can attract large number of customers mainly
due to low price.

MARKET SHARE

Agreenco Fiber Foam Pvt. Ltd. Is a well know company producing rubberized
coir products. It produces sleeping accessories such as mattress, cushion, pillows etc. the
company has earned a good name in the market. The company's rubberized products are
exported to Mail, Holland, Greece, Singapore, and France. In France, Honey moon
range has won prizes in the branch name; indo-calm for company's exports. European
Countries are their best market in international level.
31
STRATEGIES TO FACE COMPETITION

Every company has to formulate certain strategies to face competition. The

efficiency of these strategies is the determining factors that decide how successfully the
company will be able to overcome the competition from its competitors.

Agreenco Fiber Foam adopts various strategies in order compete with the
competitors in Kerala and other manufacturing companies in India As the primary stage,
the company gives a reduction in price to its dealers located in various parts of the state
and country. Fiber Foam gives nearly 30%tradesto its dealers. Usually dealers go for
those products that are available to them at a lower price which are also of good quality.

PRICING

Pricing is the exchange value of product or service always expressed in terms of

money. Pricing is the matter of importance both the seller and the buyer in the market
place. In modern economy, without price there cannot be marketing.

The company adopts the cost plus pricing method for pricing its products. This
includes all the cost production. This includes all the cost of production and other
expenses plus the margin required. While fixing the competitors are also considered.

Pricing are of two types:

Dealer Price

It is the price at which the company gives products to dealers.

MRP

It is the price which is charged to its customer. It includes the dealer's price, 25% and tax.
32
DEALERS

Dealers are an important part of manufacturing company's distribution network.

Dealer's promotes the sales of the company's as popularize them.

Agreenco Fiber Pvt. Ltd. Ha a wide range of dealers covering all over India.

LIST OF PLACE WHERE COMPANY HAS ITS DEALERS

BANGALORE

MANGALORE

VIJAYAWADA

KANNUR

CALICUT

ERNAKULAM

TRIVANDRUM

COIMBATORE

MADRAS

VISHAKAPATTANAM

HYDERBAD

GOA

MUMBAI

33
 PUNE

Select of distributor dealership is done by considering some factors like:

Financial capacity

Previous experience

Target marketability

Product image

CHANNELS OF DISTRIBUTION OR MARKETING CHANNEL

Channels of distribution may be defined as the set of independent marketing institutions

participating in the marketing activities involved in the improvement of the goods
service from the primer to the ultimate consumer.

34
 Most producers work with marketing intermediary to bring their products to the
market. The marketing intermediary to bring their products to the market. The marketing
intermediating channel, which is also called trichannel or distribution channel. The
marketing channel of agreeco fiber foam include.

Distribution refers to bringing the products to the market and giving in to the
final consumer. Channel of distribution means the set of marketing intermediaries
through which the goods flow from the producer to the consumer. In short, its outlet to
let out the goods to final consumer.

One level channel

Agreenco (producer) Retailers Consumers

Two level channel

Agreenco (producer) Wholesaler Retailers Consumers

Three level channel

Agreenco Agent Wholesalers Retailers Consumers

(producer)

In Kerala , the company has five branches. They are at Calicut, Ernakulum,
Palghat and Trivandrum. The other branches outside Kerala are Chennai, Bangalore,
Coimbatore, Mangalore, Seconerabad, Vishakapattanam, Baroda, Vijayawada, Mumbai,
Pune, Goa, Each branch is given their territories. A Branch Manager head each
department.

35
 In Ageenco fiber foam sales are done by the company mainly for export and
institution. Supplies are made either directly from factory or through the sales officers.
Distributors or dealers get the product from these sale officers and the branch office.
Overall responsibility of all sorts of dealing in company is within the Managing
Directors. Other responsible persons are Branch Officers in charge or Branch Manager as
the case may be mentioned earlier. The sales order are taken only through Branch
Officer, distributions or dealers. This order is passed to the marketing department and is
reviewed by the department. Then orders are recovered in an order exaction register and
passed on to the planning department for further action. A monthly dispatch schedule is
prepared at the beginning of the month and is given to the planning department for the
execution of the order. On this basis planning department then weekly dispatch schedule
and dispatch of product is done according to theses schedule.

BRANDING

Branding means giving a name of the product by which it becomes familiar and
known among the public.

Agreenco Fiber Pvt. Ltd. Producing sleeping accessories such as mattress,

cushions and pillows. Initially the company produced the product under the brand name
'Fiber Foam', but in 1997 it was changed to " TEMPTATION".

36
ADVERTISING

Advertising is the most popular and widely used mass communication tool. It is
the most popular and widely used communication tool employed by firms for
introducing a new product or promoting an existing product. Its overall intention is to
persuade prospective customers. It overall intention is to persuade prospective.

Advertising is defined as "any paid form of non personal presentation and

promotion of ideas, good or services by an identified sponsor".

Prior to exchange advertising is important to any firm so that people become aware
of the type of the product, quality, size, quantity etc. J&B creation are the advertising
agents of the company. Due to the heavy competition, and agencies marketing efforts
from the competitors, the firm is forced to adopt aggressive advertising strategies. Now
the company used the following advertisement medias:

Television

Newspaper

Magazines & Journals

Wall painting

Display boards

Internet

37
 MARKETING MIX

Marketing mix is a defined as a set of marketing tool that a firm uses to pursue its
marketing objectives in the market.

PRICING

Agreenco fiber Foam used cost plus pricing method.

PROMOTION

Advertisement and dealer promotion are followed by the company Film Actor
Innocent is the brand ambassador of the company

PLACE

This company has got 15 branches all over India.

PEOPLE

This has got 35 marketing people to carry to the marketing process. These include:

AREA SALES MANAGER

SALES EXECUTIVE AND OFFICE STAFF

ASSISTANT BRANCH MANAGER

They all are controllers by Deputy Manager who in turn reports to General Manager and
he then reports to the Managing director.

38
 MARKETING MIX

Product Mix Price Mix

Pricing Service
Brand, Style, Color, Design, Product line, Package, Warranty, strategy,etc
Pricing policy, terms of credits discount, allowance etc

Marketing Mix

Promotion Mix Place Mix

Personal selling, advertising, publicity, sales
Wholesalers,
promotion retailers,
etc mercantile agent, transport, ware housing, inventory etc.

39
CHAPTER 3

DATA ANALYSIS AND INTERPRETATION

40
 ANALYSIS AND INTERPRETATION OF DATA

Occupation of respondents who are aware of Agreenco Fibre Foam

TABLE 1

Occupation No. of respondents Percentage

Student 6 12%

Business man 20 40%

Retired 2 4%

House Wife 8 16%

Others 14 28%

Total 50 100%

DIAGRAM 1

41
 OCCUPATION
25

20

15

10

0
Student Business man Retired House Wife Others

INTERPRETATION

It is observed that 12% of respondents were students, 40%were businessman, 4% were

retired people, 16% respondents are housewives and 28% are belonging to other category
like shop owners of some institution etc.

INCOME OF RESPONDENTS
42
TABLE 2

Occupation No. of respondents Percentage

Below 5000 14 28%

5000-10000 20 40%

10000-15000 9 18%

15000& above 7 14%

Total 50 100%

GRAPH 2

43
 INCOME
25

20

15

10

0
Below 5000 5000-10000 10000-15000 15000& above

INTERPRETATION

It is observed that 28% of respondents were below RS.5000 income group, 40%
respondents were between income level RS.5000-10000, 18% respondents were between
income level of rs.10000-150000 and were above 150000.

44
 TYPE OF MATTRESS USED BY THE RESPONDENTS

Table .3

Type No. of respondents Percentage

Supreme 21 42%

Supreme select 23 46%

Emperor 4 8%

Commander 2 4%

Total 50 100%

DIAGRAM 3

25

20

15

10

0
Supreme Supreme select Emperor Commander

PREFERENCE OF RESPONDENTS

45
TABLE. 4

Prefer No. of respondents Percentage

Branded 42 84%

Non-branded 8 16%

Total 5 100%

DIAGRAM 4

INTERPRETATION

It is observed that 84% respondents preferred brand mattresses and 16 %

respondents prefer non-branded mattresses.

THOSE WHO HAD THROUGH THE ADVERTISEMENT OF

AGREENCO FIBER FOAM
TABLE 5

46
 Response No. of respondents Percentage
Yes 46 92%
No 4 8%
Total 5 100%

DIAGRAM 5

Yes
No

Interpretation

It is observed that 92% respondents have seen ad and 8%c respondents have not
seen the advertisement.

47
Media in which respondents have seen the advertisement

Table. 6

Media No. of respondents Percentage

Newspaper 20 40%
Magazines 10 20%
Hoarding 10 20%
Television 6 12%
Others 4 8%
Total 50 100%

48
DIAGRAM 6

4.5

3.5

2.5

1.5

0.5

0
Category 1 Category 2 Category 3 Category 4

INTERPRETATION

The graph shows that 40% of respondent have seen the advertisement in newspaper, 20%
have seen in magazines, 12% saw in TV, 8% is other.

49
Influence of Agreenco Fiber Foam advertisement on purchase decision
Table. 7

Response No. of Percentage

respondents
Yes 30 72%
No 14 28%
Total 5 100%

DIAGRAM 7

50
Usage of Agreenco Fiber Foam products among customers

Table. 8
Response No. of respondents Percentage
Yes 38 76%
No 12 24%
Total 50 100%

DIAGRAM 8

INTERPRETATION

It is clear that 76% respondents have used the products of agreenco and rest oth
people are not.

51
Type of product used by customer
Table. 9

Product No. of respondents Percentage

Mattresses 22 44%
Cushions 14 28%
Pillows 12 24%
Others 2 4%
Total 50 100%

DIAGRAM 9

25

20

15

10

0
Mattresses Cushions Pillows Others

INTERPRETATION

THE above data shows that 44% of respondents use mattresses and 28% were using
cushions, 24% were using pillows and 4% were using other products.

52
Offers at time of Purchase

Table. 10

Offers No. of respondents Percentage

Coupons 12 24%
Discount 20 40%
Free gift 14 28%
Others 4 8%
Total 50 100%
DIAGRAM 10

25

20

15

10

0
Coupons Discount Free gift Others

INTERPRETATION

The data shows that 24% of responde3nts purchased it when they got a coupon with
matressess, 14% respondents bought it when they got discounts, 28% bought it when
they got gift along with it, and rest puirchased when they got other offers.

53
Quality of Agreenco Products

Table. 11

DIAGRAM 11

INTERPRETATION

The diagram shows that 90% respondents were satisfied with the quality of agreenco
products and 10% respondents were not satisfied with the quality.

54
 How do you rate fiber foam mattress

Table 12
DIAGRAM 12

50
45
40
35
30
25
20
15
10
5
0
Excellent
Very Good
Good
Bad

Interpretation

From the above chart it is clearly seen that the customer rate fiber foam, 4%
customers are excellent, 50% are very good and rest are below average.

55
 Whose advice you take while purchasing mattresses

Table. 13

Persons No. of respondents Percentage

Own 42 42%
Friends 44 44%
Relatives 10 10%
Others 4 4%
Total 50 100%

DIAGRAM 13

50
45
40
35
30
25
20
15
10
5
0
42
4
Good
Bad

Interpretation

From the above table it is clearly seen that customers will take whose advice when they
purchase mattresses. 42% customers are own, 44% are friends and 10% are relatives, rest
areothers.

56
CHAPTER 4

SUGGESTION, FINDINGS AND CONCLUSION

57
 FINDINGS:

The customers who are aware of fiber foam are Business man 40% and house

wife and other 16&28% respectively.

The most of customer of fiber foam income is 5000-10000 and 28% are below
5000

It is clearly see that the customer only purchase mattresses 6 or 7 in a life time.

Most of the customers are aware about quality of fiber foam.

It is clearly seen that most of customers used branded mattresses.

It is clearly seen the customer know fiber foam 92% through advertisement
and 8% who not seen

It is clearly seen that 72% customers influence fiber foam advertisement on

purchase decisions.

The customers looks offers when they purchase mattress mainly they are
looking for discounts.

58
 SUGGESTIONS

It is suggested that to maintain the good quality of services to retain and attract
many more customers.
Brand awareness is less so people don's prefer so much fiber foam that other
brands, more advertisement is needed.
Most of customers are absolute so fiber foam should concentrate on other age
also.
Fiber foam can also think about innovate produces.
The company should give cheap and best products for rural areas.
The company should provide good working condition to the workers.
The firm should develop strategies in boosting up of sales in order to cover the
cost involved in the production.
The firm should introduce any scientific method of sales promotion techniques in
order to improve the sales.

59
 CONCLUSION
Only those companies enterprise that can survive which work economically and
effectively, providing oriented service and high quality products with reason price. Today
Government wondered bodies particularly in India are not providing customers
satisfaction services, through they have a huge infrastructure of large base the truth of
this observation becomes obvious when we observe the performance of public sector in
India.

In the competitive market, companies can survive only could assess the need of
the customer well in advance and meet in time. . A customer in when the company
identifies what the customer needs. With the advent of science and technology, the
company started offer oriented services and also us this to out beat competitors. Thus this
study to some extent threw the idea of customers expectations and how the same has
been fulfilled.

60
ANNEXURE

61
QUSTIQN AIRE

Respected . As per our curriculum requirements. I am

conducting a study of marketing of Agreenco Fiber Foam Pvt. Ltd. Hence I wish you for
a few minutes. Please spare a few minutes with me to answer the following questions.

I. Please tick appropriate action

Name:

Sex:

Age:

II. Occupation of the customer who use Agreenco products?

a) Student ( )

b) Business man ( )

c) Retired ( )

d) Housewife ( )

III. Monthly income(in Rs)?

a) Below 500 ( )

b) 5000-10000 ( )

c) 10000-20000 ( )

d) 20000 & above ( )

IV. Which type of Agreenco mattress do you use?

a) Supereme ( )

62
b) Supreme Select ( )

c) Emperor ( )

d) Commander ( )

V. Which type of mattresses

a) Branded( )

b) Non-branded( )

VI. Have you seen the advertisement of Agreenco?

a) Yes ( )

b) No( )

VII. If you have seen the advertisement, please specify the media?

a) News papers ( )

b) Magazines ( )

c) Radio ( )

d) Television ( )

e) Others, please note.................

VIII. Do the Agreenco advertisement effect your purchase decision?

a) Yes( )

b) No()

IX. Have you used any of the Agreenco produced?

a) Yes ( )

b) No ( )

63
X. If yes which of the following products are using?

a) Mattress ( )

b) Cushions ( )

c) Pillows ( )

d) Others ( )

XI. Have you got any offers when you bought it? If yes, what offer did you get?

a) Coupons ( )

b) Discount ( )

c) Free gift ( )

64
BIBIOGRAPHY

65
 BIBLOGRAPHY

WEBSITES:
a. htt://en.wikipedia.org/wiki/marketing

b. htt://en.fiberfoam.com BOOKS:

1) Principals of marketing -Phili Kotler

2) Marketing management - Appannaiah

JOURNALS AND MAGAZINE

A. Business line

B. Business today

C. Economic times

66