A PRO ECT R RE PO ORT ON
A K KOLK TA
Fr om 1 10th Mar ch To o 5 5th
S R M S C H O O L O F M
NAGE
ay
ENT
KATTANK ULATHUR- 03203 KANCH EPURAM
ISTRICT
AMIL NAD
UNDER HE GUIDANCE OF
SUB ITTED BY
PROF. S. RUN KUMA
RAVINDRA KUMAR SINGH
SRM, SC OOL OF MA AGEMENT
REG.NO.‐35080485
CHENNAI.
MBA
SESSION 2008‐10
~1~
A PROJECT R REPORT ON
ANALYSIS O ON B BRAND P PERCEPTION & & M MARKET MAPPING O OF T TOTO L LTD.
AT K KOLKATA
th
th
Fr om 1 10th M Mar ch T To 5 5th M May.
Under the Guidance of:
Submitted By Ravindra kumar singh
Mr. Saket Sinha Area Manager, Toto
~2~
A PROJECT R REPORT ON
ANALYSIS O ON B BRAND P PERCEPTION & & M MARKET MAPPING O OF T TOTO L LTD.
AT K KOLKATA
th
th
Fr om 1 10th M Mar ch T To 5 5th M May.
Under the Guidance of:
Submitted By Ravindra kumar singh
Mr. Saket Sinha Area Manager, Toto
~2~
INSTITUIONAL CERTIFICATE
This is to certify that this project entitled has been carried out Analysis on Brand perception and market mapping of of TOTO TOTO ltd.by Mr.Ravindra kumar
singh,Reg no.‐35080485,a student of Management of Business of Business Application with specialization in MARKETING,session‐2008‐2010 of SRM, School of management , kattankulathur ,Chennai.
It is also certified that this project has not been submitted anywhere else for the award of Management of Management of Business of Business Application.
Dr. Jaishree Suresh Prof.S.Arun Kumar
(Dean)
(Project Guide)
~3~
BONAFIDE CERTIFICATE
Certified that this project titled "Analysis on Brand perception and market mapping of TOTO ltd..” is a bonafide work of Mr .RAVINDRA KUMAR SINGH (Reg no:-35080485) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.
Signature of the guide:
Signature of HOD:
Signature of the External Examiner:
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ABSTRACT
This project is a study about the customer awareness towards sanitary wares of TOTO ltd. The study helps to find new target groups, which may help the improvement in performance of the customer.
The findings have been that there is no significant relationship between the aforementioned hypotheses. There is also relation between the educational qualification of the respondents and the awareness towards Sanitary wares
The respondents are willing to take moderate risk while competition iz very high amongst sanitary wares. The overall picture states most of the respondents doesn't have the complete knowledge about the sanitary wares market . So the customer should be educated about the sanitary wares market.
There is also difficulty for the respondents to monitor the market regularly which many of the respondents are not willing to do. So the company should create awareness of sanitary wares and winning the confidence of the customer.
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ACKNOWLEDGMENT
It is with deep gratitude, that we would like to express our sincere thanks to Mr. Saket Sinha, Area Manager, ( East) Toto ltd. a sanitary ware company and Mr. sanjay arora. Manager‐Business Development, for giving us the opportunity to pursue our project in this reputed organization and to provide us a real market overview which helped us to understand the market in a real way and also helping us by visiting the market once with us. We are also thankful to each and every people of TOTO Ltd. Who have supported us throughout our project work and helped us at each and every step for its successful completion.
I wish to convey my deep sense of gratitude to my project guide “Prof.S.Arun kumar” without his kind co‐operation my project report would not be in such a shape. I am fortunate to have an opportunity to study under his able guidance.
Last but not the least, we are also thankful to our parents and all our friends and collegues who have been a constant source of inspiration during the project work and to all those who have inspired me all the way through my project work.
Ravindra kumar singh
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CONTENTS
Chapter
1.
.
2.
3
Topic
Page No.
List of Table and Charts
7
Introduction
1.1 Outline of the project
5
1.1.1 Preface
10
1.1.2 Objective
11
1.1.3 Research Methodology
12
1.1.4 Research process
13
1.1.5Market research
15
1.1.6 Sample Design
16
1.1.7 Limitation
17
1.2 Company profile
18
1.2.1 Corporate Value
19
1.2.2 TOTO Mission
12-14
1.2.3 Manufacturing Base
22-23
1.2.4 Distribution channel
24-25
Data Analysis and Interpretation
26-39
2.1 Tables & Figures
27-39
2.2 Statistical Tools
40
2.2.1 Weighted Average
41-42
2.2.2 ANOVA
43
Summary and Conclusion
43
~7~
3.1 Facts and Findings
45
3.2 SWOT Analysis
46-47
3.3 Suggestion and Recommendations
48
Questionnaire
49-56
4.1 Questionnaire for Dealer
50-52
4.2Questionnaire for Architects/Builder
53-56
5
Bibliography
57
6
Annexure
58-69
4
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LIST OF TABLE AND CHARTS
Tables and Charts:
Page No.
1. 2. 3. 4. 5. 6. 7.
Brand Awareness among dealers Brand Awareness among Architectures/Builder Brand awareness among Hotels Demand of different brands Perception of brand TOTO Class of Customer for TOTO Product Parameters of Preference of different brands 7.1 Parry ware 7.2 Hind ware 7.3 TOTO 7.4 Other Brand 8. Investment in promotional activities 9. Percentage of counter coverage of different Brands 10. Grading of Dealers in Kolkata.
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27 28 29 30 31 32 33 34 35 36 37 38 39 40
CHAPTER-1 INTRODUCTION
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PREFACE
Indian industries are waking up to the challenges thrown by the market economy. To survive in the highly competitive market, managers are being pressurized to improve the quality, sales, market share, cutting the cost and increase productivity. With the liberalization and globalization the economy has opened up almost in each and every sector. The companies are working hard to survive in the market and for the companies are forced to bring better and differentiated product in the market. The companies are following aggressive strategies for having a competitive edge in the market. The advertisement has become and important tool for attracting the customers towards the product. The advertisement has become a source of information in today’s scenario. The buzz word of today’s scenario is ‘customer delight’ and the advertisement has shifted from showing the USP i.e. unique selling preposition to ESP i.e. emotional selling preposition. A need for knowing brand perception is much for designing the proper marketing mix. The different steps are being taken to improve the product line so that the product can be made available to the customers according to their needs. The companies are trying to cater the need of each and every customer and hence they are coming up with differentiated products and different promotional schemes so as to pull the customers towards them and are trying desperately
for
capturing
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the
market
share.
OBJECTIVES
1. Toto is a well known company all over the world but is a late entrant in India i.e. in 2000. Therefore our 1 st objective was to know the brand awareness of the brand TOTO and its perception among the dealers, builders, architect and other concerned parties. 2. Our 2nd objective was to create brand awareness about the brand Toto. 3. Since Toto is a product of premium quality which can be affordable to big projects and premium hotels, therefore our objective was to locate those projects and hotels where Toto can be used. 4. Our fourth objective was to locate the potential dealers who are capable as well as willing to take the dealership of Toto so that the company can increase its number of outlets. 5. To create awareness about its soon to open showroom at TOPSIA and also about its distribution channels in Kolkata. 6. To find out the various promotion techniques and procedures used by its national and international competitors. 7. To find out the brands with which TOTO has to compete in the Kolkata market and also to ascertain the scope of TOTO in this region.
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research studies and explain why we aren’t using the method so that research results are capable of being evaluated either by the researcher himself or by others. The purpose of this section is to describe the methodology carried out to complete the work. The methodology plays a dominant role in any research work.
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RESEARCH PROCESS
Review the literature
Formulate hypotheses
Design Research (including sample design)
Collection of data (execution)
Analyze the data
Interpret and report
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MARKETING RESEARCH
“Marketing Research is the function that links the consumer, customer and public to the marketer through information- information used to identify and define market opportunities and problems; generate, refine and evaluate marketing actions; monitors marketing performance; and improve understanding of marketing as a process.” There are different marketing tools for conducting the marketing research; with the help of these a researcher can know the actual scene of the market place. Therefore, with this information he can plan different strategies to capture the market. This information gives the company the correct picture of its products in the market. As for the program to be a success, we had to gather the information regarding the projects that were being under construction and would be completed in a year or two. For this We had to visit the sites where the construction were going on and had to gather information like the name of the project, the architect, the completion level of the sites and had to talk with people regarding the awareness and requirement level of the brand. All these information helped us to find out the amount of demand of the product in the market. As the project study was concerned with the institutional sales only henceforth we had only to cover the builders and designers, the malls and other big sites like all five and four
stars
hotels
that
were
building
up
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in
the
regions
of
Kolkata.
SAMPLE DESIGN
DATA
Primary & Secondary data
RESEARCH DESIGN
Exploratory & Descriptive research design.
FORMAT OF DESIGN
Unstructured form
TYPES OF QUESTIONNAIRES
Open & Close ended
SAMPLE SIZE
186
PERIOD OF COMPLETION
10 th March to 5th May
AREA COVERED
Kolkata
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LIMITATION 1. We do not have any list of the dealers, therefore we have to travel a lot in locating the dealers and that consumed more time also. 2. The chances of missing some of the dealers cannot be avoided. 3. Some of the dealers were defensive and did not respond to us. 4. Some of the dealers were not ready to give full information, therefore the data may vary. 5. In case of builders and architects, we found difficulty in getting the appointment because of absence of proper documents and Brochure of the company. 6. The builders and architects were very possessive about their current and upcoming projects, so most of them did not reveal about their projects. 7. The database of architects and builders that we were having was not updated and some address and contact number were changed, therefore we got problem in contacting them. 8. In east and north kolkata we had to face the communication problem. 9. Many architects and builders also turned down our request for appointment because of their unavailability and other such reasons, so we were unable to cover all the builders and architects. 10. In some cases we had to visit 2-3 times at the same site to meet the concerned person because of their unavailability which consumed our time. 11. Heavy rain and road blocks also affected our work.
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COMPANY PROFILE
INTRODUCTION-
TOTO Ltd. was founded in 1917 as a manufacturer of ceramic TOTO Ltd., with it's expanded corporate vision is poised to move forward and provide products as well as services to improve the cleanliness, comfort and convenience of residential and non-residential spaces. TOTO Ltd. is also a company that is devoted to enhancing our lifestyle while preserving the purity of our environment.
1917 TOTO Ltd. established as Japan’s first manufacturer of vitreous china ware. 1920 TOTO Ltd. builds Japan’s first “Tunnel Kiln.” 1937 TOTO Ltd. begins manufacturing sanitary ware at Chigasaki Plant. 1946 TOTO Ltd. begins manufacturing faucets and metal fittings. 1958 TOTO Ltd. begins manufacturing FRP bathtubs. 1970 TOTO Ltd. develops “Aqua-Electronics” and begins manufacturing cast-iron bathtubs. 1971 The TOTO Ginza Pavilion showroom is constructed in Tokyo. 1977 P.T. SURYA TOTO INDONESIA joint venture in Indonesia i s established. 1980 ROYAL TOTO METAL CO. LTD. joint venture in Korea is established. 1987 Established joint venture with KELIM TOTO CO. LTD. in Korea and The SIAM SANITARY FITTINGS CO.LTD. in Thailand. 1988 TAIWAN TOTO CO. LTD. joint venture in Taiwan is established. 1990 TOTO KIKI U.S.A. INC. is established as a sales base for the U.S. Market. 1994 BEIJING TOTO CO. LTD. joint venture in China is established. 1996 TOTO Marrow plant is established in Georgian; TOTO USA INC. relocates corporate headquarters to Atlanta, Georgia.
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CORPORATE VALUEWhen the founder and first president of TOTO, Kazuchika Okura, launched the company in 1917, he expressed corporate values as follows: The Company will take a service-minded approach toward contributing to the improvement of the cultural life of customers, and will be united in efforts to contribute to community. No matter how the times change, the TOTO corporate values remain constant and continue to form the bedrock of our operations.
TOTO MISSION Living Environment Business. This is the corporate mission that TOTO is conveying to everyone in each area. Moreover, The Company continued to conduct research and development based upon the knowledge and experience gained through the water circulation business, and the field is now expanding past the daily living space of the home, to cities and to the world. KIZUNA PLAN
The proposes new lifestyles over and above customer expectations, and deepen bonds with customers throughout their lives. RAKU AND RAKU PLAN
It increases the amount of living space which customers in any situation will find easy and pleasant to use, not only in the home but throughout towns as well.
CLEAN TOWN PLAN
The company conserve the environment, not only during the course of manufacturing the products,
but
through
the
use
of products
themselves.
By achieving the three plans described above, TOTO is trying to grow as a Living Environment Business. The company will distribute the fruits of this growth to customers of Toto, their partner enterprises, shareholders, employees, and community.
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Q.A.S
In order to provide products and services that satisfy the customer, The company make efforts to assure quality control at every stage in the process, from product planning and development through delivery, through a total quality management system that is based upon ISO 9001. It strive in particular to ensure the safety of products, and conduct thorough deliberations through Product Safety Review (PSR) structure QUALITY ISSUE
Product safety receives the highest priority during the development and manufacturing process at TOTO. In the unlikely event that a major quality issue due to a product flaw that might affect customer safety, or even when such a possibility is foreseen, the concern for customer safety supersedes all other considerations. We take measures to ensure safe usage by immediately serving notice in newspapers, at our website, and in other venues.
AFTER SALES SERVICE
It is the issue where the company cares a lot so as to provide even greater customer satisfaction. The company provide repair services 365 days a year, and also make house calls, and are continuing to build a network to provide peace of mind to customers using different products of Toto.
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PRINCIPAL SUBSIDIARIES
TOTO Kiki (H.K.) Ltd. (Hong Kong); TOTO U.S.A., Inc.; TOTO Kiki U.S.A., Inc.; TOTO (China) Co., Ltd.; Royal TOTO Metal Co., Ltd. (South Korea); Kelim TOTO Co., Ltd. (South Korea); Taiwan TOTO Co., Ltd.; Nanjing TOTO Co., Ltd. (China); TOTO Dalian Co., Ltd. (China); Beijing TOTO Co., Ltd. (China); TOTO Beijing Co., Ltd. (China); TOTO Shanghai Co., Ltd. (China); Siam Mariwasa TOTO, Inc. (Philippines); The Siam Sanitary Fittings Co., Ltd. (Thailand); Siam Sanitary Ware Co., Ltd. (Thailand); TOTOKIKI (Malaysia) Sdn. Bhd.; P.T. Surya TOTO Indonesia; TOTO Industries (Atlanta), Inc. (U.S.A.); Bulthaup GmbH & Co. (Germany).
~ 21 ~
MANUFACTURING BASES TOTO U.S.A., INC.
Morrow Plant 1155 Southern Rd.,Morrow,GA 30260 U.S.A. Lakewood Plant 1800 Murphy Ave.,S.W.Atlanta,GA 30310 U.S.A. Faiburn Plant 7700 Spence Road Fairburn, GA 30213 U.S.A. Ontario Plant 5351 East Jurupa St. Ontario, CA 91761 U.S.A.
SOME OF ITS PRODUCTS ARE MENTIONED BELOW: • • • • • • • • • • • •
One piece toilets. Bidets. Urinals. Urinal sensor Hush valve. Thermostats. Bath & shower set. Single lever bath& shower Mixer & bath spout set Basin hand set Bath spout Shower tower
~ 22 ~
IMPORTANT FACTS ABOUT TOTO
It is late entrant in eastern region. It’s distributor in eastern region is multiwyn design tiles pvt. Ltd. It’s show room is coming in Topsiya, opposite Bengal Ambuja housing complex, near steel junction. How the product of Toto is different from other products?
Toto tests its each and every product and applies census whereas other companies follows the sampling procedure for the testing of their product. Each & every product of Toto has 5 to 10 years guarantee as well as warranty. Its censor is on the tip of the faucets so there is no problem of censoring. In aqua auto faucets there is turbine which is produce electricity with the help of water pressure. Due to which durability of the battery increases & consumption of electricity decreases. It’s expenditure in r& d. is half of the sanitary turn over of India. On same time one can use hand shower as well as bath shower. There are three layers of chrome coating so shining of the faucet is of very high quality.
~ 23 ~
DISTRIBUTION CHANNELS
Its distribution channel is in 29 countries. 1.TOTO U.S.A., INC. Manufacture and sales of sanitary ware and sales of advanced ceramic products in the United States a. New York Office b. Orange office c. San Mateo Office d. Morrow Plant e. Lakewood Plant f. Fairburn Distribution & Assembly Plant g. Ontario Disturibution & Assembly Plant 2. TOTO (H.K.)LTD. Manufacture and sale of TOTO products in Hong Kong and southern China 3. TOTO (CHINA) CO.,LTD. Manufacture and sale of TOTO products in China h. Shanghai Sales Office i. Guangzhou Sales Office j. Choungqing Sales Office k. Xiamen Office 4. NANJING TOTO CO., LTD. Manufacture and enameled cast- iron and acrylic bathtubs 5. TOTO DALIAN CO., LTD. Manufacture of faucets 6. BEIJING TOTO CO., LTD. Manufacture of sanitary ware 7. TOTO (BEIJING) CO., LTD. Manufacture of sanitary ware 8. TOTO (SHANGHAI) CO., LTD. Manufacture of sanitary equipment-related products 9. TOTO EASTCHINA Co., LTD. Manufacture of sanitary ware 11. TOTO (GUANGZHOU) Co., LTD. Manufacture of sanitary equipment-related products
~ 24 ~
13. TAIWAN TOTO CO., LTD. Manufacture and sale of sanitary ware l. Miaoli Plant 14. TOTO KOREA LTD. Sales of sanitary ware 17. TOTO Singapore Branch Sales of TOTO products 19. TOTO VIETNAM CO., LTD. Manufacture and sale of sanitary ware n. Hanoi Branch 20. SIAM SANITARY WARE CO., LTD. Manufacture and sale of sanitary ware 21. THE SIAM SANITARY FITTINGS CO., LTD. Manufacture of faucets 22. TOTO WASHLET (MALAYSIA) SDN. BHD. Manufacture of Washlets 23. P. T. SURYA TOTO INDONESIA Manufacture and sale of sanitary ware and faucets 24. TOTO LTD. New Delhi Liaison Office Sales of TOTO Products 26. TOTO Dubai Representative office Sales of TOTO Products 27. VORETO PLUMBING TECHNOLOGY CO.,LTD Manufacture of sanitary equipment-related products 28. TOTO BANGKOK Representative office Sales of TOTO Products 29. TOTO SANITARIOS DE MEXICO S.A.DE C.V
~ 25 ~
CHAPTER 2 DATA INTERPRETATION & ANALYSIS
~ 26 ~
DATA INTERPRETATION AND ANALYSIS Table-1 BRAND AWARENESS AMONG DEALERS
Brand Awareness
No Of Respondents (%)
Aware
19
Not Aware
81
TOTAL
100
CHART-1
BRAND AWA RENESS AM ONG DEALERS
aware 19% aware not aware not aware 81%
INTERPRETATION- As per the graph, out of 140 dealers only 26 i.e 19% are aware about the brand Toto.
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BRAND AWARENESS AMONG ARCHITECTURES/BUILDER Table-2
Brand Awareness
No Of Respondents (%)
Aware
41
Not Aware
59
TOTAL
100
CHART-2
BRAND AWARENESS AMONG ARCHITECTS/BUILDERS
Aware 41% not aware 59%
Aware not aware
INTERPRETATION- As per the graph, out of 32 Architects and Builders only 13 i.e 41% are aware about the brand Toto.
~ 28 ~
BRAND AWARENESS AMONG HOTELS Table-3
Brand Awareness
No Of Respondents (%)
Aware
43
Not Aware
57
TOTAL
100
CHART-3
BRAND AWARENESS AMONG HOTELS
not aware 57%
aware 43%
aware not aware
INTERPRETATION- As per the graph, out of 14 hotels only 6 i.e 43% are aware about the brand Toto.
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DEMAND OF DIFFERENT BRANDS Table-4
Demand of Brands
No Of Respondents (%)
Parry ware
33
Hindware
26
Kohlar
14
TOTO
11
Others
16
TOTAL
100
CHART-4 DEMAND OF DIFFERENT BRANDS
OTHERS 16% TOTO
P/W
P/W
33%
H/W
11%
KOHLAR TOTO
KOHLAR 14%
H/W
OTHERS
26%
INTERPRETATION- As per the graph, regarding the demand of different brands in the
market of Kolkata,out of 186 samples, Parryware, Hindware, Kohler, Toto and others are having demand of 60,49,26,21 and 30 respectively.
~ 30 ~
PERCEPTION OF BRAND TOTO Table-5
Classification of Brand
No Of Respondents (%)
Old established
7
Highly expensive
23
Affordable
3
For special class
67
TOTAL
100 CHART-5
PERCEPTION OF THE BRAND TOTO
old established 7% highly expensive 23% for special class 67%
affordable 3%
old established highly expensive affordable for special class
INTERPRETATION- As per the graph, the perception of TOTO as Highly expensive
product is 42(23%), affordable is 5(3%), for special class is 126 (67%) and old established brand is 13(7%).
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CLASS OF CUSTO
ERS F R TOT PROD CT Table-6
Class s of Custo er
No f Respon ent (%)
Higher Class
10
U pper Class
35
Middle Class
25
All
30
Total
100
CHART-
Class of Cus omer 35 30 25
10
Higher class
Upper class
Middle class
All class
INTE PRETAT ON- As P r the graph it is menti ned that o t of 100%, 35% upper classes people and 30% o all class o people,25 of middl class of p ople prefe the TOTO produc s.
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PARAMETERS OF PREFERENCE OF DIFFERENT BRANDS PARRYWARE Table-7.1
Aspects of Parry ware
No Of Respondents (%)
Quality
28
Price
25
Availability
18
Relationship with dealer
17
Product Range
12
TOTAL
100 CHART-7.1
PARRYWARE
product range 12% relationship with dealers 17% availability 18%
quality quality 28%
price availability
price 25%
relationship with dealers product range
INTERPRETATION- As per the graph, in Parryware out of 186 sample size 52 samples
pays more preference to quality.
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HINDWARE Table-7.2
Aspects of Hindware
No Of Respondents (%)
Quality
16
Price
26
Availability
18
Relationship with de aler
25
Product Range
15
TOTAL
100 CHART-7.2
HINDWARE
product range 15%
quality quality 16%
relationship with dealers 25%
price 26% availability 18%
price availability relationship with dealers product range
INTERPRETATION- As per the graph, in Hindware out of 186 sample size 48 samples
pays more preference to relationship with dealers.
~ 34 ~
TOTO Table-7.3
Aspects of TOTO
No Of Respondents (%)
Quality
49
Price
20
Availability
0
Relationship with de aler
24
Product Range
7
TOTAL
100 CHART-7.3
TOTO
product range 7% relationship with dealers 24% availability 0% price 20%
quality price quality 49%
availability relationship with dealers product range
INTERPRETATION- As per the graph, in Toto quality is the most important parameter
which is mostly preferred i.e. 22 out of 45 sam ples.
~ 35 ~
OTHERS BRANDS Table-7.4
Aspects of other brands
No Of Respondents (%)
Quality
12
Price
36
Availability
18
Relationship with de aler
23
Product Range
11
TOTAL
100 CHART-7.4 OTHER BRANDS
product range 11%
quality 12%
quality price
relationship with dealers 23%
availability price 36%
availability 18%
relationship with dealers product range
INTERPRETATION- As per the graph, out of 186 sa mple size 68 samples prefer other
products because of its price in the market.
~ 36 ~
INVESTMENT IN PROMOTIONAL ACTIVITIES Table-8 Promotional Activities done by brands
No Of Respondents (%)
Parry ware
43
Hindware
38
Kohlar
6
TOTO
0
Others
13
TOTAL
100
CHART-8 INVESTMENT IN PROMOTIONAL ACTIVIT IES
TOTO 0% HINDWARE 38%
PARRYWA RE 43%
KOHLER 6% OTHERS 13%
PARRYWARE HINDWARE TOTO KOHLER OTHERS
INTER PRETATION- As per the graph, we can see that Parry ware’s investment in
promotional activities is highest i.e. 78 out of 186 followed by Hindware in comparison to Toto.
~ 37 ~
PERCENTAGE OF COUNTER C OVERAGE OF DIFFERENT BRANDS Table-9
Market share of brands
No Of Respondents (%)
Parry ware
34
Hindware
27
Kohlar
8
TOTO
4
Others
27
TOTAL
100
CHART-9
PERCENT AGE OF COUNTER COVERAGE OF DIFFERENT BRANDS
OTHERS 27% KOHLER 8% TOTO 4%
P/W 34%
H/W 27%
P/W H/W TOTO KOHLER OTHERS
INTERPRETATION- As per the graph, the counter coverage of Hindware and othe rs are 38
out of 186 and Parry ware is covering most of the counter in the market of Kolkata.
~ 38 ~
GRADING OF DEALERS IN KOLKATA Table-10
Grades
No Of Respondents (%)
A
18
B
34
C
48
TOTAL
100
CHART-10
GRADING OF DEALERS IN KOLKATA
A GRADE 18% C GRADE 48% B GRADE 34%
A GRADE B GRADE C GRADE
INTERPRETATION- As per the graph, out of 140 samples of dealers in Kolkata, dealers of
Grade A is 25, Grade B is 48 and Grade C is 67.
~ 39 ~
STATISTICAL TOOLS
ANALYSIS OF DEMAND OF DIFFERENT BRANDS FROM CUSTOMERS USING WEIGHTED AVERAGE METHOD Weights→ -------------
RANK I
RANK II
RANK III
RANK IV
RANK V
Mean
Weighted
score
Average
Rank
33 x5
12 x4
15 x3
25 x2
15 x1
323
3.23
1
26 x5
15 x4
28 x3
7 x2
24 x1
273
2.73
3
14 x5
33 x4
20 x3
18 x2
15 x1
298
2.98
2
11 x5
25 x4
25 x3
28 x2
11 x1
267
2.67
4
16 x5
15 x4
12 x3
22 x2
35 x1
264
2.64
5
Attributes↓
Parry ware Hindware Kohlar TOTO Others
Inference: From the above table it is clear that brand Parryware is ranked first, Kohlar and
Hindware which is ranked second and third respectively, it means customers demanded Parryware mostly.
~ 40 ~
ANALYSIS OF CLASS OF CUSTOMER AND MARKET SHARE OF DIFFERENT BRANDS ANNOVA
Higher class
Upper class
Middle class
All class
Parry ware
5
18
10
1
Hind ware
3
12
8
4
Kohlar
2
2
4
0
TOTO
0
1
1
2
Others
0
2
2
23
H1-Class of customer are depend on market share. H0-class of customer are independent on market share.
Xij
Ti
ni
Ti²/ni
∑xij²
Higher class
3 1 0 -2 -2
0
5
0
18
Upper class
16 10 0 -1 0
25
5
125
357
Middle class
8 6 2 -1 0
15
5
45
105
All class
-1 2 -2 0 21
20
5
80
450
T=60
N=20
250
930
Xij=Xij-2 Q= (∑∑Xij²) - T²/N Q=930 – 3600/20 Q=750
Q¹ = (∑Ti²/ni) -T²/N ~ 41 ~
Q¹ = 250-3600/20 Q¹ =70
Q² =Q - Q¹ Q² =750-70 Q² = 680
~ 42 ~
ANNOVA TABLE
Source Variation
of Sum of Square
Between samples
Q¹=70
Degree freedom
of Mean square
h-1=4-1
Q¹/h-1=70/3
=3
=23.33
Variance Ratio
F=Q²/N-h/Q¹/h1 =42.50/23.33 =1.82
Within Sample
Q²=680
N-h=20-4 =16
Total
Q=750
Q²/N-h =680/16=42.5
N-1=20-1 =19
Calculated F value = 1.82 Tabulated F value at α = 5% F5%(16,3)= 3.2389
Calculated F-Value< Tabulated F- value
INTERFERENCE:
The Calculated value is 1.82 of F is less than the table value 3.2389, hence we accept th null hypothesis Ho at 5% level of significant and concluded that there is no relationship between class of customer and market share.
~ 43 ~
CHAPTER 3 SUMMARY & CONCLUSIONS
~ 44 ~
FACTS AND FINDINGS
We have come across some fruitful facts and findings, during our survey which are as follows. 1. As Toto is new entrant in the Indian market so the awareness level is less except few dealers and architects who were aware about the product to some extent. 2. Toto is not following the promotional strategies as compared to its competitors so the company is unable to position its product properly. 3. The pricing of Toto’s product is much higher than its competitor’s which another reason for its less demand. 4. Dealers and architects are not satisfied with the supply of Toto’s product. 5. Unavailability of price list, catalogue and other such documents are some issues which were required by dealers and architects. 6. Architects are interested in the company thus the company should be in contact with them. 7. Central and East Kolkata are two developing regions where the company should concentrate. 8. Dealers and architects are willing to see the samples of the product. 9. The breakthroughs made by TOTO in the field of technology can attract different reputed hotels which are looking forward for their renovations.
~ 45 ~
S.W.O.T ANALYSIS
In order to get a good overview about the market trend and scenario general analysis is not enough, so we have also done a SWOT analysis.
COMPANY’S STRENGTH
Under mentioned are some strength of Toto, which could help it to achieve its target. •
Company’s concentration on niche marketing.
•
Latest technology and several breakthroughs in the field of technology.
•
Maximum investment in Research and Development.
•
Reputation of the company as a multinational enables it to create a good image.
•
Company’s through effort in customer satisfaction.
•
Company’s entrance in many reputed hotels like ITC Sonar Bangle, Hotel Grand Oberoi and public places like Forum.
•
Availity of good range of bathroom fittings and accessories under one umbrella.
•
Company’s huge distribution network worldwide which will help it to spread its product. OPPOURTUNITIES
There are some oppournities which the company shows avail in order to get maximum benefit. •
Rapid growth in the sanitary ware market especially in the east and central kolkata.
•
People are ready to pay price for good quality product.
•
Not many international competitors except Kohler which would give it a stiff competition.
•
Many ongoing and upcoming potential projects in the city.
•
People generally prefer that product which they are well aware of, so Toto can penetrate the market with some effort.
•
Hotels, architects and other such concerned persons are always looking forward for an advanced technology which is an expertise area of Toto. ~ 46 ~
WEAKNESS
The company is also having some weaknesses which might be the reason for company’s less growth in this region. •
The company is not having timely supply of its product which hampers its reputation.
•
Unavailability of stock when demanded have raised some barriers in its growth in the market.
•
Lack of promotion activities.
•
Less contact with the potential dealers and architects in the city.
•
Unavailability of brochures and cd’s which is demanded on time to time.
THREATS
Company must be aware of some threats in the market of Kolkata. •
People are not willing to buy the expensive products which the company is dealing with.
•
Company can face stiff competition from the Indian brand as well as local brand.
•
In the Kolkata region buying habit of people is very difficult to change as they stick to a particular brand.
•
Lack of marketing and promotional activities which may hamper its growth.
•
Kohler and Roca could snatch some market share of Toto as they are presently doing well in the market.
~ 47 ~
SUGGESTIONS AND RECOMMENDATIONS
1. There should be regular communication between company and customer.. 2. POP material i.e. price of product and other important documents should be provided to the dealers. 3. The problems existing in the market should not be ignored and should be timely solved. 4. There should not be any problem regarding availability and supply in the market for that more counters should be captured. 5. The product range displays in the shops should contain the appropriate number of products i.e. the number of products displayed should be increased in the shop. 6. The company should improve its supply standards to satisfy its customers. 7. The company should invest on promotional activities to create awareness and position its products in the kolkata market. 8. The dealers are the one to have the direct interaction with the customers, so the dealers should be motivated to push the products of TOTO. 9. More attention should be paid on print media because; in kolkata region people have a good reading habit. 10. In its Brochure the company should provide complete details of the company like its history, technology, products, R&D, members etc. 11. Company should conduct some seminars, and other such community involvement which will help the company to make its presence in the market. 12. Service Infrastructure and customer care center should be opened. 13. Low range product should be introduced to cater the need and demand of the eastern market .
~ 48 ~
OUR CONTRIBUTION TO THE COMPANY.
Toto is not an ordinary name; it has gained much magnificent achievement in the field of sanitary wares and technology which makes it a wondrous dream company for many with which everybody wants to get their name attached. We got this golden opportunity in our summer training program where we have tried our best to make as contribution. Besides, under mentioned are some contribution which we think would help the company in carrying on its operations. •
We have delivered our best to create the brand awareness in the market of kolkata about Toto and its product.
•
We have put our best effort to know what are the loopholes in the imported products and the reasons for the preference of the people for the Indian brands.
•
We have visited almost every dealer and architects in kolkata region.
•
We have tried to provide all beneficial documents to the dealers and architects related to our company.
•
We have also delivered some good recommendations to the company which we think would be beneficial for the company in the near future.
•
We have provided the necessary informations regarding the concerned persons with whom the company could contact in near future.
Last but not the least; we have created interest in some distributors and builders who were previously not aware about Toto.
~ 49 ~
CHAPTER-4 Questionnaire
~ 50 ~
Questionnaire for dealers
Name of the dealer: Contact person: Address: Contact no: 1 Are you aware of brand Toto? Yes
No
2. In Which brand you currently dealing with? …………………………………………… 3. Which brand is more in demand in Kolkata market? ……………………………………………………. 4. Why you choose a particular brand? a) Customer demand
b) Margin c) Price d) Quality e) Schemes f) Availability
g) Service h) Others 5. What class of customer generally buy Toto’s product? a) Higher class b) Upper class c) Middle d) All 6. Why according to you a customer choose a particular brand? a. Price b) availability c) attractiveness d) advertisement e) others 7. What do you think about the company Toto? a) An old established co. b) affordable c) highly expensive d) A brand for special Class people
8. Do you have any current project? ~ 51 ~
Number Type Name 9. What type of product requirement is there in these products? a) Washbasin b) Bath tubes c) Urinals d) Shower evelosur e) Others 10) Name of the architect/plumbing contractor Name: Contact no: 11) Do you provide after sales service? 12) Number of staff: -
Area of shop (in square fts.)
Grading of the shop
~ 52 ~
Questionnaire for Architects/Builders
Dear Sir, I am conducting a market marketing mapping for the Toto Company and I would be very thankful to you, if you devote your prestigious time in filling in this form. Name: Location: 1.
Have you ever heard about Toto?
a) Yes
2.
b) No
Do you prefer different brands for different project or selecting the same brand?
a) Different b) same
3.
What are the deciding factors before selecting any brand? a Price b Durability c Attractiveness (shape, size, color, others) d Availability e Others
~ 53 ~
4. Can you tell something about your ongoing project?
a How many projects are you currently dealing with? 1 to 4 More than 4 b. What is the completion time of the projects?............. c. What kind of projects they are? o o o o o
Housing Hotel Public institution Private institution Others
d What kind of products would you be requiring more while dealing with these Projects? o
Washbasin
o
Bathtubs
o
Showers
o
Urinals
o
Others
e) In which brand are you currently dealing in for sanitary ware? 1. 2. 3. 4. 5.
Hindware Parryware Toto Kohler Others
~ 54 ~
5. No. Of bathrooms status…………………………………. Indian style………………………………………………… Western style ………………………………………………..
6.
Which sanitary brand you like to prefer more?
a.
Parryware b) Hindware c) Toto d) Kohlar e) others
7. What are the reasons to prefer such brands? (1 is for lowest mark & 5 is for highest mark) P/W Others
H/W
Toto
Kohlar
(a) Quality
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
(b) Pricing
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
(c)Product 1,2,3,4,5
range
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
(d) Relationship With dealers
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
(e) Availability of
stocks
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
1,2,3,4,5
8. Which brand provides after sales service? a) Parryware b) Hindware c) Toto d) Kohlar e) others
~ 55 ~
1,2,3,4,5s
9. Which brands have regular update of product? a) Parryware b) Hindware c) Toto d) Kohlar e) others
10. Which brand is doing promotional activity? a) Parryware b) Hindware c) Toto d) Kohlar e) others
11. what the brands should do to do well in the project? a)
More advertisement
b) More discount
c) Quality
d) More concentration on economic range
e) Make the distribution channel effective
f) Having good relationship
~ 56 ~
BIBLIOGRAPHY
Consumer behavior
: Schiffmans and Kanuk
Research methodology
: C.R. Kothari
Marketing Management
: Philip Kotler
Websites
: www.totoindia.com
www.toto.co.id
www.t oto.co.jp
www.google.co.in
~ 57 ~
ANNEXURE
~ 58 ~
BUILDERS/ARCHITECTS
Name of Architect/
Address
Brands
Builder
1) Shiv Rai Nath
Contact.
preferred
Bengal Shelter Housing Developer Ltd.
Parryware, Hindware 23377302
BA-2,Salt lake, sec-1 2) Anjan Kr. Dutta
3) Ashish Acharya
Block HA,Plot no.333
Hindware,Jacob
Sec-3, Salt lake,Kol-91
Parryware.
Transformation Group
9830246599
Parryware
23217320
AA-127,Sec-1,saltlake Kol-64 4) Kalyan Kr. Dey
Salt Lake, Sec-3
Cera, Jacob
------------
Kol-91 5) Guru Ch. Das
Dr. Lal Mohan Bhattacharya Not Revealed
22440046
Road, Kol-14 6) Sandeep Bose
Flat no.-10,12 Rowland rd.
Hindware
24758110
Kol-20 7) Gaurav Sanghvi
8) Debashish Roy
79, Sambhu nath pandit st,
Kohler, Hindware
Kol-20
Parryware,Cera
FMC Fortuna, 3 rd floor
Not revealed
24556702
22838552
234/3A, AJC Bose rd. Kol-20 9) Barun Bhattacharya
24B, Park street, Kol-16 Depends on
22292665
demand 10) Sudipta Samajhdar
NK Realtors,36/1A
~ 59 ~
Kohler, Parryware
9830014145
Name of
Address
Contact
The hotel
1) Hotel Camac Plaza
Person
Contact No.
Near Tapsya.
Mr.Jeet
police station
( Purchase manager)
Name of The Architect
9339192389
---------------
Kol-16
2) Hotel Circular
177/A.J.C.
Manager
22841533
Not Revealed
Bose road Kol-14
3) Hotel Rutt Deen
4) Hotel The Park
21B Loudan
Miss.Kabita
street kol-16
kapoor
Park street
Mr.kalyan
17 park street
5)The Lytton Hotel Revealed
(project manager)
14&14/1 sudder
Mr. Raju R.
street
Not Revealed
22295455
Mr. Kalyan
chakraburtty
kol-16
kol-16
22873340
Chakraburtty
22491872/73/75 22491872/73/75
Not
22492323
Not
Punwani (Director)
6)Hotel Oberoi Grand Revealed
15-Jawahar Lal
Miss. Aprajita
Nehru Road Kol-13 (purchase operator) ~ 60 ~
7) Hotel Hindustan -international
8) The grand great eastern hotel
235/1 AJC. Bose
Mr. Basu Chatterjee
rd. Kol-20
(Chief Engg.)
1,2,3,old court
Mr.Dulal Mukherjee -------------
house street kol-69
22802323
----------
Mr. Dulal Mukherjee &
associates (28B shakespear
~ 61 ~
LIST OF PREMIUM HOTELS
Name of
Address
The hotel
1) Hotel Camac Plaza
Contact Person
Near Tapsya.
Mr.Jeet
police station
( Purchase manager)
Contact
Name of
No.
9339192389
The Architect
---------------
Kol-16
2) Hotel Circular
177/A.J.C.
Manager
22841533
Not Revealed
21B Loudan
Miss.Kabita
22873340
Not Revealed
street kol-16
kapoor
Park street
Mr.kalyan
22295455
Mr. Kalyan
17 park street
chakraburtty
Bose road Kol-14
3) Hotel Rutt Deen
4) Hotel The Park
kol-16
Chakraburtty
(project manager)
5)The Lytton Hotel Revealed
14&14/1 sudder
Mr. Raju R.
kol-16
street
Punwani (Director)
~ 62 ~
22491872/73/75
Not
6)Hotel Oberoi Grand Revealed
15-Jawahar Lal
Miss. Aprajita
22492323
Not
Nehru Road Kol-13 (purchase operator)
7) Hotel Hindustan international
8) The grand great eastern hotel
235/1 AJC. Bose
Mr. Basu Chatterjee
22802323
rd. Kol-20
(Chief Engg.)
1,2,3,old court
Mr.Dulal Mukherjee -------------
------------
Mr. Dulal
house street kol-69
Mukherjee & associates (28B
shakespear sarani kol17)
Name of
Address
Contact
The hotel
9) The Peerless
Inn
Contact
Person
12, J.L.Nehru rd.
kol- 13
Mr.Goutam
Dutta
9836466604
(Administration Manager
~ 63 ~
No.
2228-0301
Name of The Architect
--------------------
10) ITC Sonar Bangla
Salt lake,
Mr. Chaudhary
----------------
Not revealed
Mr. Debashish Roy (Project & Purchase manager)
11) Resort Ffort Radisson
12) Hotel Taj Bengal
Topsia Road
Chandan Ghosh
kolkata
(Purchase manager)
34-B, Belvedere
Souvik Dasgupta
rd., Alipore
Purchase Excecutive
9933025310
2223-3939
-------------
-------------
kol-700 027
13) Hotel MBD --
Airport Road
------------------
Dumdum
(under construction; no person available to comment)
Kolkata
~ 64 ~
-----------
-------------
“A” GRADE DEALER OF KOLKATA
SL.NO.
NAME
ADDRESS
CONTACT NO.
BRANDS DEALING WITH
Remarks
1
Girish kumar
Makrana marbles, AA/6, Rajarhat road, kol-59
9231665550
Parryware, Roca
1)Interested in TOTO
2)Asked for CDs and other documents and demanded sampling of product 2
Rishi
Hira marbles, Topsia road, kol-46
9831238041
Hindware, 1)Had Arrow, Coto previously dealed with Toto, 2) suggested more marketing and sampling of the product
3
Md.salim
Asian sanitary, C.I.T.road, kol-14
9903112390
Parryware, Coto
1) Interested in Toto. 2) Mr. Salim is himself an architect 3) needs sampling
4
Biswanath paul
198, Bose pukur, kol-107
~ 65 ~
98302240538
Jacquar, Essco
1) Demanded cds and interested in
visiting showroom. 5
Joyjit Ghose
Calcutta plumbing stores 25, college street , kol-73
6
7
22419529,221 9-7834
Mr. Manoj Goenka
Valajee Sanitary pvt. Ltd21, college street , kol-73
--------------
Mr. Sanjoy Roy
M.L. Roy 28,college street , kol-73& co
98308 83222
Parryware
-----------
Parryware, hindware
1) Have demanded for cds and samples
Neycer ,
1) Interested in Toto
Parrywre, Hindware
8
Mr. Subhas
Sain Bros& Associates15,college street , kol-12
22418556/834 8& 3292-4399
Parryware, Hndware, jaguar, Essco
9
Mr. Nandan singhania
Shree Shyam Sanitation
983196451
41, Eden hospital Road
2) Need cd and brochure 1) previously dealed with Toto 2) Shown interest in Toto
Parryware, jaguar
-----------
Parryware.
----------
college street Xing , kol73 10
11
Mr. Prasant Bardia
Geetanjali traders pvt. Ltd. 110,college street , kol-12
Amit jain
Sanico( India) 4, college street , kol-12
-----------------
Arrow jaguar Hindware
-----------------
Ess Ess
1) Demanded for Cd and Brochure
MARC Escco 12
D.N.. Singha
D.N..Singha&Co,College
~ 66 ~
Parryware,
------------
13
Rohit Sharda
street 73.
-----------------
Jaguar, cera
38/b, elgin road(oppforum)
24862505
Parryware, kohler
1) Interested in Toto 2) Asked to contact later
14
Anand Choudhari
Hindustan distributor,
9903024008
Chandni metro
Parryware, Hndware
1) Interested in Toto 2) Demanded for Brochure
15
Debashish Pal
J. Tosh sanitation, 112 college street, kol-12
22375747
Parryware,
--------------
Hndware, Neycer, marc
16
H P Jaiswal
Partha sarathi ceramics,
22416413
4 college street, kol-12 17
18
Rajesh Jindal
Deepak Agarwal
Jindal Udyag ltd.,
-----------
Cera 22199903
3/2b, college street , kol12 Shyam sanitary Emporium, 3 nirmal Chandra street, kol-12
Parryware,
Parryware,
-------------
Hindware, jaguar 22121928
Parryware,
--------------
Hindware, Simpolo
19
20
Pradeep Dokania
10 nirmal Chandra street,
Subhash
15, college street ,kol-12
9830045379
kol-12
Parryware, Hindware,
22418556
Parryware, Hindware, Jaguar, Neycer
~ 67 ~
1)Has shown interest in Toto and asked for cds and brochure --------------
21
Mahindra
Karnika, 20. Shakespeare
32432454,
Toto,
Sarani, kol-71
22821557
Hindware Ess Ess MARC Escco
22
Subrata Paul
S.Pal & bros.
24574998
599, diamond harbour road, kol-34 23
Snehashish Guha
Dolphin tiles
1) Had previously dealed in Toto 2) Not happy by the marketing effort of Toto
Parryware, Hindware, Lauret
24451397
337/3a, diamond harbour road, kol-34
Parryware, Hindware, Jaguar, Kajaria+
24
25.
Shibaji Roy
M.L.Roy and company
9903324766
Kohler
Subhodeep Roy
Sanitation pvt. Ltd 188A Rashbehari avenue, kol-29
9830788230
Parryware
Pradeep Chatterjee
S. roy and company
2466 8277
Parryware
142 B, S. P. Mukherjee Road, kol-26
2466 1644
Hindware
TOTO
Cera
1) Dealer of Toto 2) Interested in Toto 1) not interested in keeping imported prodoucts.
Jaguar
26.
A.N.Dutt
M/S. Nritto Lall Dutt
2237 0888
110, College Street
6526 2859
Cera, Parryware, Jaguar,
---------
Parryware
----------
kol-12 27.
Ashok
Park Sanitary Emporioum 23/20/3 Gariahat road, ~ 68 ~
2440 4131
Hindware
