CHAPTER 1 - INTRODUTION

 Introduction
 Objective of the study
 Scope of the study
 Sources of study
 Limitation of the study
 Methodology

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 INTRODUCTION
Marketing is considered to be one of the most important factors of
business organization .Marketing system has become more complex due to
mass changes in techniques , methods and volume of production.
Marketing has come a long way from being recognized as a function of an
organisation in India. Marketing is a social process by which individuals
and groups obtain what they need and what through creating, offering and
freely exchanging products and services of value with others. Philip Kotler
defines “Marketing is a human activity which consummates and facilitates
exchange".

The PICCOS is an industrial co-operative society established in the

year 1979 and registered under the Industrial Co-operative Society Act.
The Pinarayi Tiles and Saw mill Co-operative Society is transferred to
PICOS. The Pinarayi tiles and saw mill was registered in 1979.

The project is mainly considered with analysing the marketing level

of PICOS LIMITED. PICOS market a wide range of products like pole
casting, designer tile, roofing tile etc. PICOS products are available in
whole market for the wanted customer. PICOS is the joint effort of the
society.

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 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE

 To analyze and interpret the marketing performance of the Pinarayi

Industrial Co-operative Society Ltd.

SECONDARY OBJECTIVES
 To analyse the marketing strategies.
 To study the marketing process of the company and to find out the
distribution channels.
 To study overall performance in relation to production, pricing,
promotion, distribution etc..
 To find out the marketing problems.
 To find out whether extent advertising has an effect on the marketing
products.

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 SCOPE OF THE STUDY
Marketing is the process of communicating the value of a product or services to
customer for the purpose of selling that product or services. It is a social and
managerial process whereby individuals and groups obtain what they want by creating
and exchanging products and value with each others.

This study is conducted to know about the marketing performance of the

company. Marketing is one of the functional area of management, which ensures free
flow of goods and services from the producers to ultimate consumers. Study is done to
have a very clear understanding about marketing policy and society’s position in the
market.

This study is conducted to know about the marketing process in the society. They
have single marketing unit. The study about the price of the products, supply and
demand for the products, marketing measures and turn over. To study about the
customer needs and wants. Detailed investigation on the societies marketing strategies
and, the marketing statement will have to be analyzed and interpreted.

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 SOURCES OF DATA
There are two types of data collection methods which are available for

research purposes.

1. PRIMARY SOURCES
Primary data are collected by enquiry or an investigation. Such data are
collected directly trough questionnaire with the people in the locality. Frequent
visits to all departmental areas gave a better understanding about the company.
a) Industrial visit
b) Questionnaire
c) Self-observation

2. SECONDARY SOURCES
Secondary data are collected and processed by some other people or
agency. It is the data available prior to the commencement of the research
study. Data are collected from published or unpublished sources.
a) Company manual
b) Website
c) Magazine
d) advertisement

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 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.

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 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.

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CHAPTER 2 - COMPANY PROFILE

INDUSTRY PROFILE
COMPANY PROFILE
ORGANIZATION STRUCTURE
CAPITAL STRUCTURE
HUMAN RESOURCES
PRIMARY SOCIETIES OF PICCOS
FUNCTIONAL DEPARTMENTS
SWOT ANALYSIS

8
 INDUSTRY PROFILE
The Co-operative movement is considered to be the most efficient non-violent
weapon in the hands of the economically weaker section of the society of the society to
defend them against the exploitation by the economically strong. The greater the
disparity in the distribution of wealth the greater is the need for co-operation.

"Co-operative society" compendiously describes a group of people joined

together to achieve a common end or to secure economic benefits. Co-operative
Societies have assumed importance in this state as an instrument of social change. Co-
operatives have been successful in many fields including the processing and marketing
of farm products, procurement of credit facilities, purchase of equipments, raw
materials and like to be of common benefits to the members.

The modern consumers societies are thought to have their origin in Great
Britain in 1844 with the Rockdale society of Equitable Pioneers which had its own set
of regulations ensuring open membership without religious ensuring open membership
without religious or political discrimination and democratic controls. The movement
had developed thereafter and become widespread. It is said that the movement is so
successful in Denmark that it touches almost every aspect of rural life in that country.
But it must be stated that despite its existence for nearly a century and a half in
England, the societies do not appear to have contributed to the limitative process in that
country a credible achievement indeed. The Central Act 11 of 1912, which is in force in
the central territories even today.

DEFINITION

According to C.R.Fay " Co-operation is an association for the purpose of joint

trading among the weak and conducted always in an unselfish spirit on such terms that
all who are prepared to assume the duties of membership may share it's rewards in
proportion to the degree in which they make use of their association".

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CHARACTERISTICS OF CO-OPERATIVE SOCIETY

The following are the characteristics of co-operation.

 A co-operative society is a voluntary association of persons.

 A co-operative society has definite objectives.
 It is basically an enterprise.
 Membership in co-operative society is open to all.
 In a co-operative society there is a democratic management and control .
 Primary objective of society is to render service.
 It raises the value of social justice.
 It is a part of socio-economic movement.
 Equal voting rights to all members.

IDENTITY

Co-operatives are typically based on the co-operative values of self-help, self

responsibility, democratic and equality and solidity and the seven co-operative
principles.

 Voluntary and open membership

 Democratic member control
 Economic participation by members
 Autonomy and independence
 Education training and information
 Co-operation among co-operatives
 Concern for community

Co-operatives are dedicated to the value of openness, social responsibility and caring
for others. Such legal entities have a range of social characteristics. Membership is
open, meaning that anyone who satisfies certain non-discriminatory conditions may
join. Economic benefits are distributed proportionally to each member's level of
participation in the co-operatives. For instance by a dividend on sales or purchases,
rather than according to capital invested. Co-operatives may be classified as worker,
consumer, producer or housing co-operatives. They are distinguished from other form

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of incorporation in that profit making or economic stability is balanced by the interest
of the community.

ORIGIN OF CO-OPERATIVE MOVEMENT

Co-operative organisations are essentially an organisation of persons who join

together on voluntary basis for the promotion of the common economic interests. It is
generally considered as an organisation of economically weaker sections of the
community who associates together with a view to safeguard their interests from the
exploitation of stronger sections. Co-operative movement has made considerable
progress in all the developing countries like India. Co-operation created human values
and also tries to secure better standard of living to its members.

HISTORY OF CO-OPERATIVE MOVEMENT

Co-operative movement originated first in England, later on it has been

introduced in Germany & Italy. It is from these countries that the movement spreads to
almost all other part of the world. Therefore the history of Co-operative movement is
nothing but the history of movement in these countries.

CO-OPERATIVE MOVEMENT IN INDIA

The success achieved by many co-operative societies in western countries made

the Government to think that the co-operative movement was the solution to relieve the
hardships of the farmers and the weaker sections of the society. Sir Fredrick Nicholson
was deputed to European countries to study the working of the co-operative societies
there and to suggest measures for the introduction of co-operative movement in India.
On his recommendation the co-operative movement was introduced in India by the
enactment of the Co-operative societies Act of 1904. Under this Act it was possible to
establish only credit co-operative societies. In 1912 the Government passed another Act
to facilitate the formation of non-credit co-operative societies. Though the initiative is
taken by the Government to introduce co-operative movement, it acquired popularity

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among people soon. At present a large number of different types of co-operative
societies are functioning throughout India. The government of India through the five
year plans is proving various incentives to the co-operative sector.

HISTORY OF CO-OPERATIVE MOVEMENT IN KERALA

Before independence Indian states where ruled by Royal kings. In these states
unified laws were not operative. The present Kerala state consist of old Travancore
state, Cochin state which were joined and formed Travancore Cochin state in 1949, and
old Malabar district of madras state.

Sir Rajagopalachari, who was the registrar of co-operative societies of Madras

province, was appointed the Divan of Cochin and subsequently as the Divan of
Travancore state. He had the experience in the working of Co-operative societies so he
took the initiative and there by the first Act by the name Cochin Co-operative societies
Act of 1913 were passed.

According to the provisions of this Act the first organised in Cochin is still
working by the name of Edvanakkad service Co-operative bank. When Rajagopalachari
was appointed as the Divan of Travancore, he took the initiative and there by the
Travancore co-operative society regulation was passed in the year 1914. The late G.
Govindapillai was appointed as the first registrar of Co-operative society in Travancore
state on November 1914. The first society was registered on 17th November 1914. The
first society was registered on 17th November 1914 by the name Trivandrum Central
Co-operative Bank limited which is the present Kerala State Co-operative Bank.

In 1914 the Travancore and Cochin State were integrated and there by
Travancore Cochin State was formed. At the time the Travancore Co-operative
societies Act was applicable to the Travancore state and Cochin Co-operative Societies
Act was applicable to the Cochin state. There was a feeling of necessity to have a
common law for the entire Travancore Cochin state in 1952 Travancore Cochin Co-
operative Societies Act was passed this was applicable to the entire Travancore, Cochin
state and old Act were repeated. In the year 1956 the Kerala state was formed. At the
time two different laws were in existence wise Travancore Cochin area and Madras Co-
operative Act 1932 was in force in Malabar area which was a part of the Madras
province. It was essential at that time to unify the laws related to the co-operative

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societies for the orderly development of the societies for Kerala in accordance with the
relevant directive principles of state policy enunciated in Indian constitution. So the
Kerala Co-operative Act of 1969 came in to force on 15th May 1969. The rules framed
under the Act came in to force in July 1969.

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 COMPANY PROFILE

BREIF HISTORY OF PINARAYI INDUSTRIAL CO-OPERATIVE

SOCIETY LTD

In 19th century Sri Samuel Aron, one of the pioneers of industrialisation

in Malabar started this society under the name of Tellicherry Tiles Company .saw mill
was the first unit of the society, which was started in the year 1982.

The PICOS is an industrial co-operative society established in the year 1979

and registered under the industrial co-operatives Act. The Pinarayi Tile and Saw mill
society is transferred to PICOS.

Due to lack of raw materials company stopped the manufacturing of clay tiles.
Initially the society runs saw mill only. In 1992 the society started pre-stressed concrete
poles manufacturing unit. These are contracted long term for KSEB, for this purpose
the society started a granite stone crushing unit. To control the environmental pollution
by dumping the buy product of the crusher they started a hollow bricks unit is expanded
and started inter locking section. And recently the unit started a designer tiles
manufacturing also. To utilize the upsized woods from the saw mill they started a
furniture unit. Now this furniture unit is producing various kinds of furniture panels,
bank counters etc. in 2003 the PICCOS entered into the construction field also.

In 1999 this company was divided in 5 different units to concentrate in each

unit. There is different direct board to control the works of the society. The Pinarayi
Industrial Central Co-operative Society was formed in the year 2000 for the
incorporation of these 5 units and is known as PICCOS LTD NO S (IND) 237.

The establishment of Pinarayi Tiles and Saw mill workers Industrial Co-
operative Society was a land mark in the history of Co-operative movement in Pinarayi.
It was a workers attempt to take over a lock out factory owned by private entrepreneurs
by forming a co-operative society under the auspicious of local political unit by
mobilizing share capital and other support. The lock out private firm has owned and
possessed an area of 15 hectors of land on the bank of Anjarakkandy River with a
factory to produce tiles by utilising the local raw material china claw under a brand
name of Tellicherry slaw. Workers Co-operative Society was registered in 1979.

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 The first president of this co-operative society is the former electricity minister
Sri PINARAYI VIJAYAN. IN 2003 PICCOS entered in to the construction field also.
Now it is the accredited agency of kerala Govt. to take construction work of local
bodies.

BASIC FACTS

Name : Pinarayi Industrial Central Co-operative Society

Date of Registration : 17-02-1979

legal status : Registered Industrial Co-operative Society under the

State Industrial department

Managing Director : C. Raveendran

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GENERAL INFORMATION OF THE PICCOS

Name : Pinarayi Industrial Central Co-operative Society ltd

Type of company or society : Co-operative

Location : Rural Area (company Metta)

Product : Pole casting, Hollow bricks, Inter lock, saw mill,

Roofing tiles, Crusher

Year in which society started: 1979

Type of service rendered : Insurance Policy

Various Departments : Production Department

Maintenance Department

Purchase Department

Stores Department

Dispatch Department

Quality Control Department

Administration Department

Accounting Department

Marketing Department

Number of appointed worker:

Trainees

other staffs

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 MANAGEMENT AND ADMINISTRATION OF THE SOCIETY

Management plays an important role in the society. PICCOS management body

consist of the General body, Board of Director, Managing Directors, Chairman and
other management personnel. There is separate constitution with entity. General body
of each society elects their direct board. Two of these primary units direct board will
elect the general body and this general body is to elect the direct member of the society
. And from the direct board a one person will be elected as chairman.

1. GENERAL BODY

The general body is conducting every action in the society and all things related its
governance. General body meeting shall be conducted once in a year and as when
necessary. It will take well decision about the society. The quorum of the general
body shall be the half of members. The notice must be given every member before
7 days of general body meeting. The general body has the full power to elect and
remove members of board directors. All the members in a general body have voting
right.

2. BOARD OF DIRECTORS

The Board of directors of PICCOS consist of 5 members. These members are from
different 5 units of the society. Among these 5 members one person is elected as
chairman. The members are elected for a period of 5 years. These members are also
conducted to take the decision of the society. At the time of board meeting each
director have to cast a vote on any dispute matter.

3. CHAIRMAN

Chairman is the supreme authority of the central society. He is a member of direct

board of society. Members of the board of directors are electing the chairman. He is
the ex-official treasurer of the society. The present chairman of the society is.

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4. MANAGING DIRECTOR

Managing director is present full time in the society. He is anEx-officio member in

the direct board meeting. He has no voting right in the meeting. He must attend the
general body meeting and other meeting of the society. The present director
is............................................ Managing director has some duty. they are:-

 keeping the minute book and other important accounts.

 Preparation of agenda for the meeting.

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 ORGANIZATIONAL STRUCTURE

BOARD OF DIRECTORS

MANAGING DIRECTORS

PROJECT SYSTEM PROJECT ENGINEER

SSISSSSSS SLK
SITE ENGINEER ACCOUNTANT

SITE SUPERVISOR CLERK

WORKERS

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 CAPITAL STRUCTURE

Huge amount is required to invest in infrastructural foundation. such a

huge amount cannot be collected from an individual or few individuals. huge amount
can be collected by issuing shares, bonds, debentures etc... Now the society issued 211
shares to the public. There are 4 types of shares issued by the society.

AUTHORISED CAPITAL

Authorised capital of each class of shares is listed below;

A Class 1000*2500 =25,00,000

B Class 1000*30000 =3,00,00,000
C Class 1000*4500 =45,00,000
D Class 25*20000 =5,00,000
Total =3,75,00,000

1. A class share

It is issued to public.

2. B class share

It is issued to the Kerala Govt. and corporation.

3. C class share

It is issued to the district co-operation bank and other co-operative

Societies.

4. D class share

D class share have no voting right. it is issued to temporary employees.

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HUMAN RESOURCE

This is an important field. The details of workers and staff in each society are listed
below;

 Pinarayi Industrial Co-operative Society

65 workers and 25 staffs are worked here.

 Pinarayi Industrial central Co-operative Society

Here 2 staffs are worked.

 Woodcraft Industrial Central Co-operative Society

4workers and 2 staffs are worked here.

 Sawmill Industrial Central Co-operative Society

Here 10 workers and 1 staffs are worked.

 Granite Industrial Central Co-operative Society

10 workers and 2 staffs are worked.

 Building Industrial Central Co-operative Society

Here 20 workers and 2 staffs are worked.

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 PRIMARY SOCIETIES OF PICCOS

Pinarayi Industrial Co-operative Society consists of 5 different primary societies. They

are as follows:

1. Pole casting unit

2. Pinarayi sawmill Industrial Co-operative Society
3. Pinarayi Granite Crushing Industrial Co-operative Society
4. Pinarayi Wood Craft Industrial Co-operative Society
5. Pinarayi Building Product (hollow brick) Industrial Co-operative Society

1. Pole Casting Unit

Pole casting unit is a primary society under PICCOS. They started in
1992 pre stressed concrete poles manufacturing units. and these poles are
contracted long term with KSEB. The main inputs are collected locally except
cement and steel. The basic inputs of the firm are granite dust that is collected
from Pinarayi Granite Crushing Industrial Co-operative Society. This society
supplies 7m,8m and 9mpoles to the demand on KSEB. They ensure the quality
of products they produced by the compression testing machine. And they will
give certificate for cube testing.

2. Pinarayi sawmill Industrial Co-operative Society

The Pinarayi sawmill Industrial Co-operative Society is started at1999.
In this society the wood are sold to private persons. The main features of this
society is well experienced and efficient labour , sells woods for construction
work, teak wood, Rose wood, Plavu, Irul are supplied on demand.

3. Pinarayi Granite Crushing Industrial Co-operative Society

The Granite Crushing unit is started to control the environmental
pollution by dumping the by products of the crusher. It is absolutely run by
making the use of the local input granite, which is available from granite
quarries. The main objective of the Pinarayi Granite Crushing Industrial Co-
operative Society is its quality of jelly.

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4. Pinarayi Wood Craft Industrial Co-operative Society
This unit will be started for the maximum utilization of upsized wood
from the Sawmill. Industrial Co-operative Society specialized in the production.

5. Pinarayi Building Product (hollow brick) Industrial Co-operative Society

The hollow bricks unit is started 2-3 years for starting the granite
crushing unit. The hollow bricks Industrial Co-operative Society products a no.
of building products made out of concrete fencing pole, paving blocks, concrete
doors and this unit was expanded and started inter locking unit and recently the
unit started a designer tiles, with a view to make available cheep building
materials at an affordable price.

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 FUNCTIONAL DEPARTMENTS OF PICCOS

The functions of various departments are pointed below:

1. Production Department
2. Purchase Department
3. Stores Department
4. Dispatch Department
5. Quality Control Department
6. Administration Department
7. Marketing Department
8. Accounting Department

1. PRODUCTION DEPARTMENT
The production department prepares monthly production plan. This
production plan is based on the report of marketing department. Based on this
report, the production target will be decided. The company has set up a well
built production department under a production-in-charge and a plant supervisor
under the control of project engineer.
For the verification of the work, operator's long sheet is prepared. It will
contain target fixed by the production department and percentage of
achievement by each workers. This will help in evaluating workers
performance.

Functions of Production Department

The functions of the production department are to produce our products

on time to the required quality levels at the defined product cost of major concerns to
the production. Management has monthly targets which they are expected to strive to
meet or exceed. Note that production can only meet its target if sales secure orders.
Also production costs are depended on the price we pay for components and materials,
etc... Securing sales is outside the direct control of production, but the relationship

24
between production and sales is intense. If sales are down, production target cannot be
met, on the other hand if production fails to meet its target output monthly income is
down and customers are likely to complaint about late delivery. There is a scope for
friction between sales and production personnel.

Component and material procurement is another factor that strongly

influences production target and delivery. If components cannot be purchased at the
target price, profits are down. If the components arrive late at our factory production
targets may not be met and customers may experience late delivery.

Purchase of components and materials is carried out by the purchasing

section of production. We shall say more about purchasing section of production. We
shall say more about purchasing later in this unit.

We may consider the relationship between Production, Sales and

Purchasing as some form of eternal triangle. The relationship between R&d and
Production is also very important. If R&D are late in developing a new product the loss
in income to our company may be severe. If this occurs it may not be possible to meet
production targets for extended periods.

2. PURCHASE DEPARTMENT
A purchasing or procurement departments most basic responsibility is to
obtain goods and services for a company. The purchasing department often
interacts with other departments in order to determine the needs of the
organization.
The head of purchase department is the purchase committee has constituted
under central society. It is responsible for all the purchases related to the factory
which include raw materials, machine parts, new machines etc... Purchase
Department is responsible for the supply of all items required in the society.

Objectives of the purchase department

1. To maintain uninterrupted flow of materials to support the development

schedules.

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 2. To procure materials economically at a cost consistent with the quality and
service required. However, generally all purchases may be attempted at the
lowest cost.
3. To provide the necessary expertise , advice, information to the curators and
education officers with regard to the best quality of material available in the
market, supplier's capability and performance etc.
4. To develop and maintain good buyer - sellers relationship.
5. To promote source development.
6. To maintain NCSM's reputation and credibility in the market by fair dealings
and prompt payments.

Functions of purchase department

The main functions of the Purchase Department are as follows;

1. Procurement of stores through indigenous and foreign sources as required in

accordance with rules in force.
2. Checking of Requisitions/ purchase indents.
3. Selection of suppliers for issue of enquiries.
4. Issuing enquiries / tenders and obtaining quotations.
5. Analysing quotations and bids etc... and preparation of comparative statement.
6. Negotiating contacts.
7. Issue of purchase order.
8. Follow up of purchase orders for delivery in due time.
9. Verification and passing of suppliers bill to see that payments are made
promptly.
10. Correspondence and dealing with suppliers, carriers etc, regarding shortages,
rejections etc.. reported by the stores department.
11. Maintenance of purchase records.
12. Maintenance of progressive expenditure statement, sub-head wise.
13. Maintenance of vendor performance records or data.
14. Clearance of foreign consignments.
15. Keeping various Department / divisions informed of the progress of their
indents in case of delay in obtaining supplies.

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 16. Serving as an information centre on the materials knowledge i.e. their prices,
source of supply, specification and other allied matters.
17. Development of reliable and alternate sources of supply.
18. It shall be particularly ensured.

Responsibilities of purchase department

 All that purchases are made against properly authorized requisitions, and
valid sanctions, showing the correct and detailed end- use.
 All that materials requisitioned are duly ordered from right sources after full
enquiries on most competitive price taking into account the trade discounts
and tax benefits.
 The right quantity of the goods consistent with the quality and specification
required is bought.
 Deliveries of goods are received within the stipulated period.
 Claims due to shortage or any other discrepancies are settled properly.
 cordial and harmonious relation with all the sections is maintained for
becoming an efficient service unit in the centre.

While receiving the planned requirement of the indenters, it should be

prevailed upon the indenters to certify clearly that the quantities indicated are definitely
required for the project and specify the period within which the quantities indented
will be consumed. It is the duty of the purchase section to check purchase indents
against needs and suggest modification of quantities wherever necessary.

3.STORES DEPARTMENT

A department store is a retail establishment which satisfies a wide range

of consumer's personal and residential durable goods, product needs, and at the same
time offering the consumer a choice of multiple merchandise lines, at variable price
points, in all product categories.

Department stores usually sells products including apparel, furniture.,

home appliances, electronics and additionally select other lines of product such as
paint, hardware, cosmetics, photographic equipment, jewellers, toys and sporting

27
goods. Certain department stores are further classified as discount stores. Discount
department stores commonly have central customer check out area, generally in the
front area of the stores. Department stores are usually part of retail chain of many stores
situated around a country or several countries.

4. DISPATCH DEPARTMENT

Dispatch department of this society is responsible for the dispatch of the finished
goods to various dealers stretched across Kerala as per the direction from the marketing
department. The dispatch department should deliver the required items at the
previously decided destination without any delay. They collect acknowledgement for
the receipt of items in good condition from the dealers.

5. QUALITY CONTROL DEPARTMENT

The quality control department should be arranged for regular testing of

concrete. A well equipped lab for concrete testing is set out in the society. The poles
are also required to be tested by codes.

6. ADMINISTRATION DEPARTMENT

It is an organizational unit that performs management activities

benefiting the entire organization including top management personnel and
organizational head quarters. The administration department has to pay building tax
every year and professional tax every 6 months to every concerned authority. It is also
responsible for the renewal of factory license every year.

The administration department is responsible to submit a half year

written report and annual written report to the office of the society inspector at Kannur.

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7. ACCOUTING DEPARTMENT

PICCOS pole casting unit follows double entry system in accounting. It

record day to day transactions. These department will make necessary Entry in cash
book, bank book and journal according to the nature of transaction, personal registers
of all assets, etc are prepared by accounting department and finalisation of accounts.

Functions of accounting department

The respect and reputation gained by an organization came from the

effectiveness of its internal department. The efficiency of a department differs on the
level of knowledge and skills carried out by the people working with in it. There are
many important departments that an organization keeps in their system. Most of the
departments are enumerated as the human resource department, research and
development department, innovation and technological department(if any), the
customer service department, and the accounting department.

However, all the departments are not given such importance because of
the complexity and difficulty in understanding their functions. In most cases, the
accounting departments often involve criticisms because of the complexities from the
external business environment and thus their roles within the organisation change as
well.

Sometimes, we think that accounting department and finance department

are two side of the same coin. But this is not correct. In big organization or corporate
accounting department is totally different from finance department. All accounting
information is maintained in accounting department and with these available
accounting information, finance department plans and control the funds.

Significance of Accounting Department in Organization

Accounting department are expected to perform, not only to relay all the
needed financial reports and book-entering, but to also participate in making a sound
decision. The shares of economics, logic, and mathematics in the accounting make the

29
profession effective in the face of the world. Only if all the principles are equally
utilized, then accounting can successfully integrates with the organization.

The usefulness of the department reveals on the influence and power it

can contribute to the entire organization. However. the very same department that
resets in numerous organization exhibits various challenges in the functions of
accounting department. Because of the growing competency in the international
department, the accounting department is expected to contribute and integrate on the
organizational strategies. A good accounting can gain competitive advantages if the
people are not entirely focus in delivering a good financial statement but also
understand the meaning of the statements. The people under the accounting department
can be the organization's strategists for they are the one who will have the access in
accounting practices and calculations.

Accounting department has a role in bringing sound information that can

generate to the management's decision making processes. By ensuring that all the
information are valid, reliable and justified, then there is a clear indication that people
under this department should be responsible in controlling their own system.

8. MARKETING DEPARTMENT

The marketing department is headed by the marketer manager. The main

aim of this department is to supply good quality products at a reasonable price. The
Society has made a contract with KSEB to sell all the produced poles to KSEB.

Role of the Marketing Department

The marketing department must act as a guide and lead the company's
other departments in developing, producing, fulfilling, and serving products or services
for their customers. Communication is vital. The marketing department typically has a
better understanding of the market and customer needs, but should not act
independently of product department or customer service. Marketing should be
involved, and there should be a meeting of the minds, whenever decisions are held
regarding new product department or any customer- related function of the company.

30
 Don't get the idea that marketing should make these plans and
recommendation alone. It is important that marketing department get input from many
people within the company understand and support the marketing efforts, it also
provides some invaluable insights into what customers want and new ideas that may
have slipped past the rest of the company. For example, your service technicians and
your customer service reps will have great insights into customer options and needs.
Get everyone involved and you will have a more cohesive effort.

Because the goals and guidelines set by the marketing department

should, by design, be in line with the vision and mission of the company, upper
management should be involved in and endorse co-operation by all departments in
following and implementing the plan and integrating a consistent message into all
communication channels. If this isn't the case, the efforts to market the company's
products will fail. It's that simple. Reinforce the idea among your employees that
marketing is a team effort. I individuals may have their own goals and priorities, but if
they don't also consider the goals and greater need of the company, they may hinder
efforts and make your carefully planned marketing efforts fail.

31
 SWOT ANALYSIS

A SWOT analysis must start with defining a desired end state or objective. A
swot analysis may be incorporated into strategic planning model. SWOT analysis
(alternately SLOT analysis) is a strategic planning method used to evaluate strengths,
weakness, opportunities and threats involved in a project or in a business venture. It
involves specifying the objective of the business venture or project and identifying the
internal and external factors that are favourable and unfavourable to achieve that
objective.

S - strength

W - weakness

O - opportunity

T - threat

Strength of the Organization

 Strong brand name and reputation of the company.

 High quality of products
 Preferred by customer for its quality products.
 Good financial management of the organization.
 Optimum utilization of machine for production.
 Good relation with trade union.
 Wide market acceptance in short period.

Weakness of the Organization

 Under utilization of plant capacity.

 Unable to meet market demand.
 Inefficient utilisation of work force.
 Lack of training to employees.
 Low productivity.
 Lack of advertisement.
 Lack of innovation.

32
Opportunity of the Organization

 Tend towards brand item.

 High market demand for item.
 Employment opportunity is given to outside people.
 Demand for the product are very high.
 Since company has not utilized 100% plant capacity they can undertake new
project.

Threats of the Organization

 Increasing price of cement in the market.

 Use of high quality raw material lead to high production cost.
 There are so many competitors in the market.
 Changing industrial policies of changing Government.

33
 MARKETING

Marketing is one of the functional areas of management, which ensures

free flow of goods and services from producers to ultimate customers. Goods are
produced in anticipating of demand. Producers and consumers are separated through
the limitations of location, time and knowledge.

The word market is derived from the Latin word "Marcatus" which
means merchandise trade or place of business. the team market means a location where
buyers and sellers of goods assemble to facilitate exchange. In marketing the team
market has wider meaning and varied dimensions. It refers to the aggregate potential
demand for a commodity or services

Marketing management is the analysis, planning, implementation and

control of programs designed to create build and maintain beneficial exchange with
target designed to create build and maintain beneficial exchange with target buyer for
the purpose of achieving organizational objective. The primary objective of marketing
is to satisfy their customer because "Customer is the king of the Market".

According to Marketing Guru Peter F Drucker ,"The aim of marketing is to

make selling unnecessary".

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.

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.

34
  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.

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.

35
 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
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

36
 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.

FUNCTIONS OF MARKETING

The functions of marketing may be classified into two, as shown in the figure

MARKETING FUNCTIONS

Basic Functions Facilitating Functions

 Marketing Research  Buying and

 Product Planning & Assembling
Development  Selling
 Standardization and
Grading
 Packaging and
Branding
 Storage/
Warehousing
 Transportation
 Salesmanship
 Advertising
 Pricing
 Insurance

37
Functions of Marketing

A. Basic Functions
1. Marketing Research
Marketing research is a systematic collection of data relating to a
marketing problem, it's analysis and meaningful interpretation so that it
facilitate decision making.
2. Product Planning and Development
Product planning and development begins with identification of
consumer needs. It finds answers to a number of question like-
 What to manufacture to buy?
 How to fix the price?
 How to promote sales?
 How to maintain quality standards?
 What should be the colour, size and other features?
B. Facilitating Functions
1. Buying and Assembling
Buying involves the determination of requirements, finding the sources
of supply, placing orders and receiving goods. assembling means collection of
goods already purchased from different sources and bringing them together to a
common print.
2. Selling
This is an important aspect of marketing under which ownership of
goods is transferred from the seller to the buyer. The selling is a part of
marketing and seller directly interact with the customer.
3. Standardization
The setting up of standards or specification of a product and maintaining
these standards are known as Standardization. Standardization is the basis of
grading. Standardization facilitates trading as the parties know the product
standards.

4. Packaging

38
 Packaging is traditionally done to protect the goods from damage in
transit and to facilitate easy transfer of goods to customers. But now it is also
used by the manufacturer to establish his brand image as distinct from those of
his rivals.
5. Storage
Storage of goods in warehouse has become an indispensable service
these days. Producers, manufacturers, traders, mercantile agents, importers and
exporters engaged in business have to store their goods in warehouse. In
addition, modern warehouses perform certain marketing services also, such as
grading, packaging, labelling etc...
6. Transportation
Transportation helps in bringing the raw materials to the place of
production and making available finished products at the point of consumption.
It removes the hindrance of place and also creates time utility as the mode of
transportation determines the time required for transit. The PICCOS Ltd have14
vehicles.
7. Salesmanship
Personal selling is an important method of selling goods. It is widely
used in retail marketing. Salesmanship or personal selling involves direct and
personal contact of the seller or his representative with the purchaser. It is the
oldest known form of selling and is the most important and recognised method
of selling.
8. Advertising
Advertising has become an important function of marketing in the
competitive world. It helps to spread the message about the product and thus
promotes its sales. These include newspapers, magazines, radio, televisions,
window display etc
9. Pricing
Price of a product is included by the cost of production and services
offered, profit margin desired, price fixed by rival firms and govt. policy. A
sound pricing policy is an important factor for selling the products to the
customers. The pricing policy of a firm should be such that its attracts all types
of customers of different means.
10. Grading

39
 Grading means division of products into different grades or classes made
up of units possessing similar features as regards size, weight and quality.
Grading is done in accordance with the specification set up by the standards. It
may be pointed out that when goods produced or manufactured are not of
uniform quality, they need grading.
11. Trade mark
‘Trade Mark' is a legal term. It refers to a brand, which is registered with
the Govt. under the Trade and Merchandise Act, 1958. Thus, all brand names or
marks cannot be termed as trade mark.
12. Branding
The American Marketing Association defined as " a name, term, symbol
or design or a combination of them, which is intended to identify the goods of
one seller or a group of seller and to differentiate them from those of the
competitors".
13. Insurance
Loss or damage to goods or property may arise due to fire, theft. natural
calamities like flood etc... Insurance provide protection against these risks. They
can cover the risks on payment of a nominal premium and recover the loss.

MARKETING MIX

The marketing mix is a business tool used in marketing by marketers.

The element of product, price, promotion and place are referred to as marketing mix.

According to William J Stanton," Marketing mix is the term used to

describe the combination of the four inputs which constitute the core of a company's
marketing system, the product, the price structure, the promotional activities and the
distribution system".

Every business enterprise has to determine its marketing mix for the
satisfaction of need of the customers. Marketing mix represent a blending of decisions
in four areas they are production, pricing, promotion and physical distribution.

Components of marketing mix

40
 Marketing mix implies a firm's total marketing programs. It requires
decision making with regard to:-

 Product
 Price
 Place
 Promotion

E J Mc Carthy has called these four marketing decisions variable as "Four P's"
of the marketing mix. They are described as below:

 PRODUCT
The different types of products a firm manufacturer and markets is called
a product mix. PICCOS Ltd consist of5 different primary societies. They all
produce different products like - Pole casting, Wood crafts, Hollow bricks, Roofing
tiles, Granite crushing, inter locking, Designer tiles, paving blocks, concrete doors,
wooden doors etc...

 PRICING
The term 'Price' means exchange value of goods or services in terms of
money. The decisions relating to pricing of a product or services are called ' Price
Mix'. Price fixation is primarily based on four conditions such as:-
 Pricing to attain organizational objectives.
 Pricing to cover the cost of product.
 Pricing to meet competition in the market.
 Pricing in order to capture customer demand.

Factors to be considered when setting prices

A company's price decision is affected by internal factors and external
factors.

a) Internal Factors
 Company's marketing objectives.

41
  Marketing mix strategy.
 Costs
 Organizational consideration.

b) External factor
 The nature of the market and demand.
 Competition.
 Environmental factors.

Computation of Price
In fixing the selling price of any product of the company considers the
direct and indirect costs of materials, marketing costs, financial cost, operating cost,
minimum profit etc...

Pricing Policy
Pricing of the product is something different from its place. In simple
words, Pricing is the art of translating into quantitative terms the value of the product to
customers of time. Someone has opined that, the key pricing is to build value into
product and price it accordingly.

Factors Affecting Price

Product characteristics, Product costs, Objective of the firm, Competitive
situation, Demand for the product, Customer's behaviour, Govt. regulation

In PICCOS Ltd, the price level is not increased when the demand of a
product is increased.

 PLACE

The third element in the marketing Mix is place. This refers to marketing
efforts undertaken to make the product available at the right time in the right place.
There are products which are manufactured at one part of the country - which is most

42
favourably located for that purpose. Textiles are consumed in large quantities in Kerala
during onam season and in the case of many North Indian states during Deepavali.

Textiles manufacturer should make available their product in Kerala well

before onam to facilitate seasonal purchases. In order to ensure availability of products
at the right place, to factors require consideration.

a) Channels of Distribution
Goods are produced for unlimited consumption by the consumer. The path
taken by such goods in their movement from the producer to the consumer is
referred to as the channels of distribution.

 Channel levels
I. Zero level channel
This is a case when no intermediaries are involved in the channel i.e. The
producer sells goods directly to the consumers. Mail order sales, retail shops owned by
the manufacturer are the usual outlets.
II. One level channel
Here one intermediary is involved between the producer and the
consumers. Generally this single intermediary is retailer. These channel is used when
the retailer are large buyers of the products and can effect substantial volume of sales.

III. Two level channels

This is the most commonly used channel of distribution. There are two
intermediaries involved in the distribution process. That is the wholesaler and retailer.

IV. Three level channels

In a three level channel, there are three intermediaries. They are

agent, wholesaler and retailers. Agent can act as a connecting link between the
producer and the wholesalers. This channel is followed where the market is very widely
spread in its geographical dimensions.

43
 In PICCOS Ltd Zero level channels and one level channels are performed.
Its main market is situated in KANNUR.

b) Physical Distribution

Physical Distribution implies taking a market decision on how the

goods produced should reach the ultimate consumers. This involves making available
goods at the right place in right quantity and at right time through a physical
distribution process.

The major activities are involved in physical distribution basically constitute four
decision areas.

 Transportation
 Stock or inventory
 Warehousing
 Order Processing

 PROMOTION

Promotion deals with informing and persuading the consumers about the
firm's product. Promotion mix involves decision about advertising, personal selling and
other sales promotion techniques. Advertising and personal selling are important tools
to promote the sales of product of a firm. The use of promotional activities like
contests, display, free distribution of samples etc... is also significant to popularize
products in the market. Thus the combination of advertising, personal selling and other
sales promotion activities are used for the promotion of goods.

a) Advertising

Advertising denotes a specific attempt to popularize a specific product

or services at a certain cost. It is a method of publicity. Advertising is a general term for
and all firms of publicity.
44
 In developing an advertising programme, one must always start by
identifying the market needs and buyer motives and must make five major decisions
commonly referred as 5M(mission, money, message, media and measurement) of
advertising.

PICCOS Ltd, as one of strategies of marketing adopt various media of

advertising. Selecting the media of advertising is one of the important making the
following factors into consideration.

 The area covering of the media

 The type of consumer it reaches
 The effects created in the minds of consumers by the media
 The cost of adopting a particular media

Taking the above factors into consideration, PICCOS Ltd has the following media for
advertising activities.

 PICCOS distribute advertisement for a new product up to one year only.

 Creating advertisement for roofing tiles, the company will appoint a temporary
marketing agent from District level of employees.

b) Sales Promotion
Sales promotion can be done at the customer directly or at intermediaries
office or at the firm's sales office. sales promotion activities include:-

 Rebates
 Discounts
 Free gifts
 Contests
 Refunds
 Packaged premium
PICCOS Ltd cannot provide any sales promotion activities like rebate, discount,
free gifts, price off offers, contests, refunds etc...

c) Personal Selling

45
 Salesmanship or personal selling involves face-to-face contact between
the seller and the prospective customer with an intention of selling some
products.

Features of Personal Selling

 It involves persuasion of customers

 It involves winning buyer's confidence
 It involves providing information
 It aims at mutual benefits

d) Public Relation
It can define as publicity through media, which can be extremely
important in developing countries.
Co-operation of public is essential for the smooth operation of business.
Thus the firm now engages in an exercise called public relations. it is aimed at
creating and managing successful relation with public.

MARKETING DEPARTMENT IN PICCOS LTD

Marketing department is headed by the marketing manager. The main

aim of this department is to supply good quality products at a reasonable price regard to
the marketing of roofing tiles and hollow bricks. The quality is very high therefore
purchasing price also very high process. The society has made a contract with KSEB to
sell all the produced poles to them.

As a contribution activity is growing day by day there is a good demand

for hollow and cement bricks. These blocks wide applicability and construction cost is
largely reduced. It is also observed that there is a good demand for housing activity
among tribal.

I try my best level to given clear and real picture about the pole casting
and building product section of Pinarayi Industrial Co-operative Society. The Society
gives employment opportunities to the rural people. The management provides
statutory welfare measure to the workers. However, it seems to me the management

46
should consider voluntary benefits, safety measures, workers participation in decision
making etc... Training was a nice piece of work . And I have understood more about an
organization and its proceedings.

Objective of study of Marketing Department

 To study about PICCOS Ltd in Pinarayi.
 To find out the product movement in different season.
 To find out which products have more demand.
 To find out the brand image of the PICCOS and PICCOS products.
 To find out the current position of supply of PICCOS products.
 To find out the effectiveness of advertisement as a promotion strategy.

Functions

1. Interpret needs of the customer and plan the production of such product.
2. Sell the product to the customers directly or through networks of distribution.
3. Conduct a market survey regarding the demand for the product, taste and
performance of the customers.
4. Prepare a plan regarding production of such products and maintain a good
relationship with production department by providing information regarding
production.
5. fix price of the product with the consultation of the top level management
considering its price policy, demand policy and Government policy.
6. Make sufficient efforts to promote sales.
7. Distribution of the product to the required place and person the required time.
8. Designing the advertising strategy for the product.

47
CHAPTER 3
DATA ANALYSIS& INTERPRETATION

48
Table 1: Usage of PICCOS products by different customers

RESPONSE NO. OF RESPONDENT PERCENTAGE

Yes 70 70
No 30 30
Total 100 100

Figure 1

No of Respondent

Yes
No

Interpretation
From the above table and chart we can say that 70% of the sample people are
using PICCOS products and 30% people are not using PICCOS products.

49
Table 2 : Reasons for buying PICCOS products

Reason No of respondent Percentage

Quality 25 50
Price 10 20
Satisfaction 15 30
Total 50 100

Figure 2

Reason
60

50

40

30
Reason

20

10

0
Quality Price Satisfaction

Interpretation
Around 50% of the respondent are attracting because of quality. 20% of the
respondent are attracting because of the price. Remaining 30% of the respondent are
attracting because they are satisfied with the products.

50
Table 3: How the consumer purchase PICCOS products?

Methods No. of respondent Percentage

Direct purchase 50 50
Door delivery 40 40
Retailers 10 10
Total 100 100

Figure 3

Methods

50
45
40
35
30
Methods
25
20
15
10
5
0
Direct purchase Door delivery Retailers

Interpretation
Around 50% of the customers are directly purchasing the PICCOS products.
40% customer are door delivery and remaining 10% are purchase retailers.

51
Table 4: Price level of PICCOS products

Price Level No. of respondent Percentage

Low price 20 20
Very high 20 20
Moderate 60 60
Total 100 100

Figure 4
Price Level

60

50

40

30
Price Level
20

10

0
Low price Price Level
Very high
Moderate

Interpretation
Around 60% of people says that price level of PICCOS products are moderate.
20% says that price level is high and20% says that price levels are low.

52
Table 5: Marketing level of various PICCOS products

Name of the products No. of responded Percentage

Pole casting 85 85
Hollow bricks 15 15
Root tiles 10 10
Inter lock 5 5
Total 100 100

Figure 5

Product preference
90
80
70
60
50
40 Product preference

30
20
10
0
pole casting Hollow bricks Roof tiles Interlock

Interpretation

Around 85% of PICCOS concentrated in producing and marketing poles for

KSEB. 15% of hollow bricks, 10% of Roofing tiles and 5% of inter lock are produced
and marketed.

53
Table 6; Consumer’s most preferred brand

Brand No. of respondent Percentage

PICCOS Ltd 45 45
Private companies 35 35
Others 20 20
Total 100 100

Figure 6

Brand

45
40
35
30
25
Brand
20
15
10
5
0
PICCOS Ltd Private Others
companies

Interpretation

Around 45% of consumers are preferring PICCOS products. 35% of consumer

prefer private companies and 20% prefer others.

54
Table 7: consumer's opinion about the sales promotional activities
adopted by PICCOS Ltd

Opinion No. of respondent Percentage

Very good 50 50
Average 30 30
Very bad 20 20
Total 100 100

Figure 7

Sales promotional activities

Very good
Average
Very bad

Interpretation

Around 50% of the consumer says that the sales promotional activities are good.
Remaining 30% of consumer says average and other 10% says bad.

55
Table 8: Consumer's are satisfied with PICCOS products

Option No. of respondent Percentage

Yes 80 80
No 20 20
Total 100 100

Figure 8

Satisfied consumers

Yes
No

Interpretation

Around 80% of the consumers are satisfied with PICCOS products. And
remaining 20% are not satisfied.

56
Table 9 : Response of the employees towards the customers when they
approach

Opinion No. of respondent Percentage

Excellent 40 40
Good 35 35
Bad 25 25
total 100 100

Figure 9

response
45

40

35

30

25

20 response

15

10

0
Excellent Good Bad

Interpretation

Above table and chart shows that 40% of the customer are satisfied with the
customer-employee relationship. and 35% of the customer says the relationship is
good. And remaining 25% says that relationship is bad.

57
Table 10: Recommend ability by customers

Response No. of respondent Percentage

Yes 70 70
No 30 30
Total 100 100

Figure 10

No. Of respondent

Yes
No

Interpretation

Around 70% of the respondent are recommending PICCOS products to friends

and relatives. Only 30% of the respondent are not recommending.

58
Table 11: Period of use of PICCOS products

Particulars No. of respondent Percentage

1-2 years 10 10
2-3 years 30 30
3-4 years 30 30
Above 4 years 30 30
Total 100 100

Figure 11

Period of use of PICCOS products

45

40

35

30

25
Period of use of PICCOS
20 products
15

10

0
1-2 years 2-3 years 3-4 years above 4 years

Interpretation

Around 10% of the respondents are using PICCOS products for past 1-2 years.
20% of the respondent are using for 2-3 years. 30% of the respondent are using for 3-4
years and remaining 40% are using above 4 years.

59
Table 12: Customer Awareness about the PICCOS products.

Opinion No. of respondent Percentage

Aware 68 68
Not aware 32 32
Total 100 100

Figure 12

Awareness

Aware
Not aware

Interpretation

Around 68% of respondent are aware of the PICCOS products. Remaining 32%
are not aware of PICCOS products.

60
Table 13 :Media used for advertisement of PICCOS products

Media No. of respondent Percentage

Television 15 30
Newspaper 25 50
Magazines 10 20
Total 50 100

Figure 13

Media of awareness
30

25

20

15
Media of awareness

10

0
Television News paper Magazines

Interpretation

Around 50% of people says that the media awareness of PICCOS Ltd is done
through newspaper. Remaining 30% and 20% of people says that media awareness is
done through television and magazines.

61
Table 14 : PICCOS'S advertisement

Advertisement No. of respondent Percentage

Good 20 40
Average 15 30
Below Average 15 30
Total 50 100

Figure 14

Advertisement

Good
Average
Below average

Interpretation

Around 40% of respondent says that advertisement of PICCOS Ltd are good. 30%
says average and other 30% says below average.

62
Table 15 : Opinion about the Public relation of PICCOS Ltd

Relation No. of respondent Percentage

High 25 50
Good 25 50
Bad - -
Total 50 100

Figure 15

Public relation

50
45
40
35
30
Public relation
25
20
15
10
5
0
High Good Bad

Interpretation

Around 50% of the respondent says that the public relation of PICCOS Ltd is high.
And remaining 50% says that good. And none of them say bad.

63
CHAPTER 4

FINDINGS, SUGGESTIONS & RECOMMENDATIONS

64
 FINDINGS

 The firm is using highly qualified machines and equipments.

 There is an increase in sales which lead to increase in profit.
 Their product has high quality.
 The company has wide market and reputation.
 There is a friendly relationship between management and workers.
 They avoid wastage of materials by making extra products like flower pots.
 PICCOS have efficient marketing personnel.
 There is a good direct quality checking in PICCOS.
 The inputs required for the production is available from another primary units
of PICCOS like jelly from granite crushing units.
 By the effects of modernization cost should be reduced year by year.
 The company is facing heavy competition.
 The channel advertisement for some product is not reaching to a public at large.
 There is no near shops or direct sales promotional activities to get the products
easily to the ultimate customers who are far away from PICCOS.
 There is a good customer-employee relationship.
 Most of the consumers are not aware of the PICCOS products.
 The company is not properly utilising the advertising media.
 The advertisement of PICCOS product is not attractive.
 PICCOS Ltd has good relation with public.
 PICCOS does not have a research team to research the market.

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 SUGGESTIONS AND RECOMMENDATIONS

 Proper advertisement channel must be adopted.

 Advertising must attract consumers.
 Quality control activity should be implemented so as to improve the quality
of the products.
 Company should maintain good research & development to understand the
market trends and popular designs.
 PICCOS should concentrates the sales promotional activities.
 Performance appraisal method should be improved so as to improve the
quality of the products.
 It should strengthen its marketing strategies.
 The company should start showrooms in near towns.
 They have lots of plant capacity, so they can produce goods according to
The demand in the market.
 Motivate the labours by the means of reward.
 Management must ensure to keep a better relation with labours and public.
 More attractive websites should be developed.
 Appoint market research team to know the day to day changes in the
market.
 Develop new strategies for enhance marketing.
 Make awareness of the PICCOS products among the consumers.

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 CONCLUSION

The study was conducted to measure the marketing performance and

effectiveness of the PICCOS LTD. The marketing performance of the company is
satisfactory. PICCOS uses effective marketing techniques and methods for achieving
its target. Hence it leads to increase profit. The future improvement must be made
within certain years of the company. The company has the ability to sustain in the forth
coming year.

The main aim of marketing department is to supply quality products at

reasonable price. The various products of PICCOS LTD are Pole casting, Hollow
bricks, Interlock, Roofing Tiles etc.... The most demanded product is Interlock. The
marketing Department is very efficiently functioning.

I try to give my level best to give clear and real picture about organization's
marketing performance. In addition to this I found some problems and suggested
solutions, which I felt relevant.

I include here by that m Marketing Department Study at PICCOS LTD was done
in a satisfied manner.

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 BIBLIOGRAPHY

Books

68
APPENDIX

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 Questionnaire

1. Customer Name :
2. Occupation :
3. Age :

4. Do you buy PICCOS products?

Yes
No

5. What are the factors influencing you to buy the PICCOS products?
Price
Quality
Brand image

6. Which brand you prefer more?

PICCOS
Private Company
Others

7. How is the price of the PICCOS products?

Low price
Moderate
Very high price

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