The Kerala State Multi Level Marketing (Control and Regulation) Bill, 2013
(Marketing) Kerala Balers
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Transcript of (Marketing) Kerala Balers
A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.
INTRODUCTION
A business enterprise consists of manpower machine materials, money and
management organization brings these assets into the position of greatest
effectiveness and productivity. It is the result of harmonious inters relation of
functions of and staff for the attainment of a common purpose definition of an
organization states that ‘ an organization is a combination of number of
elements’.
The project is intended to access or to acquire the knowledge regarding
the functional as well as the managerial aspects of the firm. In the present
business world, manufacturing industry has grown significantly science last few
decades. The internship project report is a work study report and vital training
program, during this study students learn all the aspects of the practical business
scenario. The study is generally meant to develop student’s aptitude towards
business environment practically and theoretically. It is like a practical training
given which will make me prepared for a future job as a manager of an
organization. Value addition in coir is at its best in India where the fiber is
converted into exquisite floor covering, geo-textile etc… The future of coir
industry depends on the nontraditional areas and non conventional products.
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A study on the effectiveness of the marketing strategies of Kerala Balers (P) Ltd.
OBJECTIVE OF THE STUDY
To analyze the effectiveness of marketing mix of Kerala Balers (P) Ltd.
To study the how to improve the marketing mix elements.
To find out whether the price of the product affects the purchase decision of the
customers.
To know about the marketing strategies of Kerala Balers (P) Ltd.
SCOPE OF THE STUDY
To find out the marketing mix practices in the company.
To know about the markets of coir in the present scenario.
To find out the market position of the company to the competitive environment.
RESEARCH METHODOLOGY
Research methodology is the way to systematically solve the research problems it may be understood as a science of study how research is done scientifically. Researcher should know how to develop certain indices how to apply particular research techniques etc along with the knowledge of which the method should be adopted or which of the methods are relevant to a particular study.
Source of data
The data required for the study were collected through two different sources:
Primary Source Secondary Source
Primary Source
The primary data were collected by market survey with the help of questionnaire and the formal and informal discussions with the officers, customers and agents of the company.
Secondary Source
The secondary data were collected from the company records, related books and company websites.
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INDUSTRY PROFILE
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INDUSTRY PROFILE
About Coir
Coir came from Malayalam word kayar or kayaru, which means cord to be
twisted.
Coir-stift fiber from the outer husk of a coconut fiber, fiber slender and greatly
elongated solid substances.
Coir is a course fiber extracted from husk, the fibrous outer shell of the coconut.
Coir- The fiber obtained from the husk of a coconut, used chiefly in making rope
and matting
Advantages of coir fibers
100 % natural
Bio-degradable
Made from infinitely replinishable resources
Natural golden brown colour fits any décor
Hard and resilient fiber provides excellent scrubbing action – ideal for door
entrance not applications.
High water retention
Coir matting and rugs: hard – wearing, rustic and elegant.
Moth and rot resistant
Good insulator of heat and sound.
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Formation of Coir
Coconut tree top picture
Woven magnificence is what you see in the coir products. The efforts behind manufacturing the raw materials are huge and involve several processes. The starting point of the industry is the process of descending after has vesting the mature coconut crop. Coir fibres are extracted from husk surrounding the coconut. For production of eight colored fiber of spinnable quality green husk of 10-12 month old coconuts is ideally suitable.
India and Sri Lanka are the main areas where the fibers fro the husk are extracted by traditional methods for the commercial production of variety of products. However, are purposes. The average fiber yield is depend on the geographical area and worldwide, only a small part of fibers are available are currently used for the variety of coconut tree. In the south of India and Sri Lanka, when the best quality of fibers are produced, the average yield is 80-90 grams fiber per husks, while Caribbean husk which are relatively thick may yield up to 150 gram of fiber. The husks are composed of 70% pith on 30%. Fiber on a dry weight basis. The ratio of yield of long, medium and short fibers is on average:40:20 respectively.
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Global Coir Trade
Currently the global annual production of coir fiber is about 3,50,000 Yet, even
in the world producers India and Sri Lanka which account for about 90% of global coir
fiber production combined, this renewable resource is underutilized local coir mills
process only a fraction of the available husks, which accrue more or less round as a waste
during coconut processing.
Traditional uses for resilient and durable coir fiber include rope and twine,
brooms and brushes, door mats, rugs mattresses and other upholstery often in the form of
rubberized coir pads. In 1980’s and 90’s global exports of coir fiber few by almost hart,
as western consumers shifted to synthetic form and fibers. Then since 1990’s rapidly
growing domestic demand in India doubled global production benefiting exclusively the
Indian coir industry. Finally since 2001, a rising Chinese demand for coir, an expanding
market coir based erosion control products and the spread of coir pith as a peat moss
substitute in horticulture was further pushed up global production and prices.
In turn other coconut growing countries, including Philippine’s, Thailand and
Vietnam are now expanding this production and export of coir fiber. These changes are
also reflected in international trade in coir. Historically, Sri Lanka has been the world’s
largest exporter of various fiber grades; where as India exports largely value added
products yarn, mat and rugs. Global trade volume for coir fiber, value added products
yarn, nut and rugs and coir pith now stands at about $140 million per year with India and
Sri Lanka respectively, accounting about $70 and $60 million of that amount.
Moreover, coir milling and value addition mostly spinning and weaving are
important regional employees particularly in rural southern India and coasted Sri Lanka.
Yet working condition and productivity are generous poor. The challenge for industry is
to sustainable expand market for this versatile renewable resource mile maintaining its
role as employees for the rural poor. Business, public agencies and research institutes are
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now addressing this challenge in multi lateral projects worldwide – setting examples that
global trade can be beneficial to cut parties involved
Coir industry in India
Indian coir industry is an important cottage industry contributing significantly
to the economy of major coconut growing states and union territories i.e., Kerala,
Tamilnadu, Andhra Pradesh, Karnataka, Maharashtra, Goa, Assam, Orissa, Lakshadweep
etc. About 55 lakhs person get employment, mostly part time, in this industry. The
exports from this industry are around 70 crores. Coconut husk is the basic for the coir
products. Around 50% of the available coir husk is used to produce coir products.
Hence, there is scope for growth of coir industry.
Special training programmers have been formulated for women artisan. Improved
modern treadle rats would be provided to trained women artisans to increase and
employment and earnings. Medical facilities crèche for children of coir workers, model
coir village’s foe SC/ST coir workers and social welfare schemes would be implemented
during the 8th plan period.
Not more than 50% of the coconut husk is utilized in the
coir industry, the remaining as used as fuel in the rural areas. Production in the co-
operative fold is not more than 20-25%. The development programmes so far undertaken
aimed at revitalization of coir co-operatives, improvement in quality and product
diversification.
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COMPANY PROFILE
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Company Profile
About KARAN Group
Backed with more than 100 years of experience I the coir industry, KARAN group has
been recognized as the disputable industry leader. Starting as a coir yarn spinners in the
late 1800s. The Karan group presently on the largest integrated factory I Asia for weaving
natural floor coverings. Factories are equipped with the latest yarn preparation and
dyeing equipments. Recruit and train the best weaving available. The collection of
woven coir, sisal and jute floor coverings is exported to more than 100 countries. The
Karan group is also the pioneer in Asia for the manufacture of vinyl backed coir mats and
rolls. The group has successfully maintained the balance between traditional crafts man
ship and latest technology throughout their journey. They still have the best crafts man in
the handloom industry working for them that helps then to be the largest exporters o
traditional, hand-woven coir mats, mattings and rugs from India.
Kerala Balers Private Limited
Kerala Balers (P) Limited was incorporated in the year 1940 for the
manufacturing and selling of coir and allied products. The registered office of Kerala
Balers is situated in thumpoly in Allepey.
Kerala Balers is the member of –
The Travancore chamber of commerce, Allepey.
The coir yarn balers association, Cochin
The coir association London
Federation of Indian export organization New Delhi.
Indian standards institution, New Delhi
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The Product of Kerala Balers
Rug and Mat,
Coir Mat,
Rubber Mat,
PVC Backed Coir Mat,
Coir Matting,
Jute Matting,
Coco rubber,
Fiber Mat,
Polypropylene Mat
QUALITY POLICY OF KERALA BALERS PRIVATE LIMITED
“We are committed to enhance customer satisfaction through reviewing and
improving our performance. We remain committed to excellence in all spheres of our
activities. The factory is equipped with the latest machines, they are pioneers in Asia
for manufacturer of vinyl backed coir mats and matting. Addition of fully automated
flocking machines during 2001. Once again demonstrate their leadership position in
technology up gradation within the natural floor covering industry. Consistently
maintaining a balance between traditional craftsmanship and sophisticated technology
Kerala Balers Private Limited remains India’s largest producers of natural floor
coverings. Business operations are mainly concentrated outside India, such as USA,
UK, GERMANY, NETHERLANDS, ITALY and FRANCE.
Company Details
Company name
Kerala Balers (P) Ltd.
Address
Kerala balers (p) Ltd
Thumolly
Alappuzha
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Year of establishment
1948
Constitution
Private company
Associate firms
William good acre and sons India (p) ltd
Alleppey Company
Situation
Ambalappuzha taluk, alappuzha district
Nam of possession
Freehold
Area
About 25 acres
Activity
Manufacture and export of mats jute rubberized coir mattting, sial etc.
Business status
Two star export house
Major buying countries
USA, UK, CANADA
Factories at;
Alleppey Parvaur Palluruthi Pollachi
Fally owned units
Madurai coir –palluruthi (cochin) Floor co 1-paravur (kollam) Cocoplast-alappuzha Pollachi-Tamilnadu
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Board of Directors
Smt. Subhadra Ravi Karunakaran ( Chair person)
Shri. Ashok Venugopal (MD)
Shri. P.K Kurien
Shri. N. Venugopal
Shri. Vivek Venugopal
Shri. A.K Nair
Market Share
The market share of kerala baler’s private limited is 10%
Trade Union
All the disputes in Kerala balers (p) ltd are settled through the discussion between the
management and trade unions. The recognized trade unions are CITU and AITUC
Awards owned by the company
They have owned award for the highest exporter of coir yarn during the year 98-99
and also the award for growth in export of coir products during the year 99-2000.
Major customers of Kerala Balers (P) Ltd.
Foreign
Boston warehouse trading corporation.
Accent imports.
Becova guild ltd.
Habitat UK
JVE Product.
Rinos by Netherlands
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Out of Kerala
Medi marketing, Chennai
Peshawar carpets, Delhi
House of mats, Mumbai
DD amaranth, Delhi
C.Katheran and company, Coimbatore
Within Kerala
Emkay traders, Alleppy
Kannan coir mills, Alleppy
Master trade, Alleppy
Local competitors of Kerala balers (P) Ltd
DC mills
Palm Fiber
NC John and sons private limited
Charankattu coir manufacturing company
Koncherry coir factories
Poopally coir mills
The advantages of Kerala Balers (P) Ltd.
The Kerala Balers (P) Ltd is one of the biggest manufacture and sellers of floor
mats across the country in Kerala.
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Easy availability of raw materials.
Enough supply of labor
Nearness to cochin airport
Excellent transport facility
Efficiency management
Good employee morale
Excellent research and development
Credit facilities
Prompt delivery
Good customer relation
Effective marketingfacilities.
Notable communication facilities.
MISSION
o To own hydraulic presses
o To carry on the business are manufacture of coir matting and mats.
o To carry on and undertake any business or operations and undertake by private
individual capitalists.
o To extend the business of the company from time to time.
o To open agencies and branch officers at any place or place in and outside
Travancore.
o It is well established training house engaged in export of coir yarn
o Manufacture and export of coir matting made on power looms PVC tufted coir
carpet etc.
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VISION
Kerala balers (P) ltd has palns to capture more international markets by
introducing their products in more foreign countries.
The company is also conducting research manufacturing bricks with the wastes
from the factory by draulic pressing.
The company is also planning to manufacture floor mats with new designs and
various other attractive features.
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SWOT Analysis
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SWOT Analysis
Strength
More than 50years of experience.
The PVC backed unit mats of the company got ISO 9000-2000 certification
It won a number of awards for exporting and for the production of quality products.
Very efficient and dedicated staff.
Imported machines and use of new technology
The company is exporting to more than 26 countries
Weakness
The company faces stiff competition
Low prize of products because of competition
The company does not have a R and D department
The company does have a showroom in India and it has only a little advertisement
Workers are not give recreation facilities so they suffer from monotony of work
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The company is not concentrating in domestic market
There is no workers participation in the management
Opportunities
Product diversification can be introduced.
The company can concentrate on domestic market also.
It can export its products to other countries also.
The company can increase the volume of exports.
Threats
Competition from domestic as well as foreign market.
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Product profile
Kerala Balers provide full range of coir products. The raw material used in the
production are
Coir
Sisal
Jute
Coir
Coir is a natural fiber endowed with a variety of marvelous features also known as
‘coco’. Coir is extracted from the husk of coconut. The transformation of raw husk
into golden coir yarn and finally to the product require specialized skills.
Sisal
Sisal prefers to grow in the limestone area where the bedrocks is exposed and ahs only
a thin coverings of soil and require several years to reach its maturity. The leaves
contain long slender fibers extending just under the circles. The plant is in fact an a
gave and was first discovered in yacatan. The word sisal derives from the port in
yacatan where the fiber was extracted therefore sisal became the commercial term for
the fiber. The beautiful is converted into yarn from the leaves of this plant by
sophisticated mechanical spinning process. This form a raw materials is used for ropes
and floor coverings.
Jute
India is the largest producer of jute goods in the world. The Indian jute sector
comprises organized jute industry as well as a large number of cottage units. Both
modern jute mills and traditional handlooms spinout high quality yarns and weave
fine textured fabrics in exotic color and designs. After beading dyeing and finishing
the fiber and blending it with other natural and synthetic fibers the final products
ensures total customer satisfaction in terms of luster’s abrasions resistance and
aesthetic appeal.
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Jute is a bio-degradable product so it has proved to a dependable
material for uses an alternative material to plastic and timber. Technological
advancement and continues research finding by the textile research institutions has
changed the profile of jute. Jute fiber being eco-friendly, annually renewable and
abundant available provide scope for its application in the manufacture of products for
diverse use. Utilization of jute for manufacture of market worthy product has opened up
a large opportunity.
THE MARKETING DEPARTMENT
Market
The concept of market is very important in marketing. The American market association
defines a market as the aggregate demand of the potential buyers for a product or
service. Kotler defines the market as an area for potential exchanges. Exchange is the
heart of commerce or marketing.
Marketing
Marketing is the social and managerial process by which individuals and group obtain
what they need and what through creating and exchanging product and vale with others.
Marketing is the performance of business activities that direct the flow of goods and
services from producer to consumer or user. It looks after the marketing system of the
enterprise.
Marketing Management
Marketing management performs all managerial functional in the field of marketing. It
has to plan and develop product on the basis of long consumer demand. It ahs build up
appropriate marketing plan or marketing mix to fulfill the set of the business. It has to
formulate sound marketing policies and programmers.
Marketing management is responsible for organizing, directing and controlling
marketing activities in the process of marketing. It has to implement the marketing
programmed and conducting the marketing campaign. Finally, it must evaluate
continuously the effectiveness of each part of the marketing mix and introduce necessary
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marketing mix is to remove the discrepancies and deficiencies discovered in the actual
execution of all marketing plans and procedures.
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