204485963 coir industry marketing

7/26/2019 204485963 Coir Industry Marketing

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INTRODUCTION

RUBBERISED COIR INDUSTRYThe birth of Rubberised Coir Industry is quite amusing and interesting. Prior

to the year 1960 people hardly had any idea of this novel and high utilityprodut. In those days the !orld famous ar manufaturers" #$s. %ol&s

'agon of (ermany" !ere using horse hair as ushion filling material for their

ar seats. )s their prodution inreased from 100 ars per day to *00" there

!as dearth of this ra! material. This neessitated a suitable alternative

produt for rubberisation and !hih !ould suit to their speifiations. +f

various alternatives tried li&e sisal fibre" ,ute fibre" the oir fibre !as deidedly

found to be the best. This !as the beginning of Rubberised Coir Industry .In

early 60-s t!o reno!ned manufaturers #$s. r. /ehrer and r.+tto

)ngliether +) !ere ompeting !ith eah other to supply modern

mahines to manufature Rubberised Coir produts. The design and the

material of onstrution !as so e2ellent that !e find some of their plants are

still !or&ing !ell over a period of four deades. The Indian Rubberised Coir

Industry is nearly four deades old. It !as in 1963 that #$s. 4harat #otors of

Chennai established its manufaturing unit. #any other units ame up during

si2ties itself. In the global mar&et the important use of rubberised oir had

been in the automobile industry. In 5urope" most of the loyal users had been

produers of more e2pensive ars #eredes and 4#' in the erst!hile

/ederal Republi of (ermany" %olvo in 7!eden et./iat !hih got most of its

supplies from a plant at (rade in 7olvenia in 8ugoslavia and%ol&s!agen hadbeen onsistent users of oir. The ma,or plant established by /iat in the

erst!hile 77R also used rubberised oir in :apan" atsun !as a onsistent

user of rubberi;ed oir. I&eda 4ussan" #istubushi and etherlands" (ermanyet.There e2ists a very large and diverse mar&et for bedding and upholstery in

5urope and the nited 7tates and if efforts ould be made to populari;e

rubberised oir it !ould be possible to get a signifiant share of the mar&et"

the main ompetitor being polyurethane foam.


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In the domesti front" initially the gro!th of rubberised oir manufaturing

industry !as very slo!" partiularly as a led matters" o!ing to la& of

a!areness and any organised mar&eting effort. There !as total disapproval of

this produt in all setors !hen introdued as a healthy hygieni ushioning

material. People onsidered it as a dirty" filthy" lo! ost and a rough produt

meant for the lo! inome segment of the onsumer mar&et. The P foam

produts in vie! of its soft feel used to be onsidered as a lu2ury produt and

had the preferene of the upper segment of the onsumer mar&et. The

situation gradually hanged and the seventies !itnessed rapid gro!th of the

industry !ith produt finding more and more aeptane and outlets on

aount of onsumer publi realising its unique harateristis funtional"

aspets and ost advantages.

Growth During Last 4 Decades:

/rom a handful of manufaturers" during early 60s this produt got somemar&et reognition in early ?0s. )part from r. /erher @ +) Plants" some

entrepreneurs started manufaturing mahinery indigenously. In the ne2t *

deades over one hundred manufaturers have entered rubberised oir field.

)s per the statistis available no! the industry has produed

about 60"000 #.T. for the year ended #arh A001 and the gro!th is still

e2peted to go up in the years to ome. Today rubberised oir produts are

inreasingly used in many industries notably in transport industry li&e rail!ays

and buses" pa&aging industry Pharmaeutials" heavy engineering"

eletronis et" hospitals" theatres and auditorium. The basi ra! material for

Rubberised Coir industry is the bro!n oir fibre and the natural late2 rubber.

+ver the last deade" the bro!n oir setor has registered a tremendous

gro!th. Than&s to the enouragement given by Coir 4oard by forming a

separate 4ro!n /ibre evelopment Committee and through implementation

of various developmental shemes aimed

at betterment of prodution infrastruture s&ill development and diversifiation

of prodution !ith the finanial assistane to small units" bro!n fibre industry

has ahieved remar&able gro!th.


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OBJECTIVE OF THE STUDY:

To &no! about the present status of the Rubberi;ed Coir mattress

Industry.

To identify the problems faed by the industry.

To &no! the future prospet of gro!th of this industry

To identify the strategy needed for the development of the setor for

improving mar&eting" prodution apaity et.

To develop tatial as !ell as strategi fous !ith sustainable ompetitive

advantage.


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MARKETING RESEARCH

#ar&eting researh is the funtion !hih lin&s the onsumer" ustomer" andpubli to the mar&eter through information= information used to identify anddefine mar&eting opportunities and problemsB generate"refine and evaluatemar&eting performaneB and improve understanding of mar&eting as aproess.

#ar&et researh speifies the information required to address these issuesBdesign the method for olleting informationB manage and implements thedata olletion proessB analyses the resultsB and ommuniate the findingsand their interpretations.

RESEARCH METHODOLOGYIn planning and designing a speifi researh pro,et" it is neessary to

antiipate all the steps that must be underta&en if the pro,et is to besuessful in olleting valid and reliable information. If !e luster the varioussteps aording to ma,or ativities" !e an vie! the mar&eting researhproess as onsisting of follo!ing steps.1 . Problem disovery and definitionspeifying the researh ob,etivesA . Researh design*


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*! Research design)fter finding the researh ob,etives and preparing the list of neededinformation" the researher should determine !hether suh information arealready available" either in ompany reord or in outside soures or

information has to be olleted from the field.The researh may be e2ploratory or onlusive researh.

In this pro,et it is e+,$orator) research!It inludeD

7eondary data olletion and analysis

52pert opinion survey

7ta&eholder-s opinion survey

-uestionnaire: The questionnaire designed is strutured one. It onsists ofboth open ended and losed ended questions.

.! H),othesis &or%u$ation


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LIMITATION OF THE STUDY

Though I !or&ed hard on this pro,et" due to ine2periene in the mar&et there

remain fe! limitation in preparing the pro,et report.

Sa%,$e si0eD

)s the survey !as onduted in ? different ities so the sample of 1000ustomer is too little.

The si;e of A00 retailers is also not so high.

+nly A0G of listed manufatures have given their vie!.

Ti%e constraintD

)s time available !as only H months !hih is not at all suffiient to overeah and every issues for suh an important study

In&or%ation:

The information that !e got may have been biased and distorted and may notpresent a true piture. 'e have also e2peted that the retailers and the

manufaturers have given true information to the best of their &no!ledge.

COIR BOARD


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The Coir 4oard is an autonomous statutory body established by an )t of theParliament under the Coir Industry )t" 19* 3 of 19* for the overalldevelopment of the Coir Industry. The 4oard onsists of a Chairman and *0members representing various interests li&e gro!ers of oonut" produers ofhus&s and oir yarn" manufaturers of oir produts" dealers in oir" oir yarn"

oir produts" three members of the ParliamentB t!o from Fo& 7abha andone from the Ra,ya 7abha" representatives of (overnments of prinipaloonut gro!ing 7tates et.

The


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onstrution of industry and briquettes. Coir is also used as insulationmaterial" aul&ing material for boats" filtration pads and as arpet underlay.The more important utili;ation of oir is for the prodution of ar panels in theform of ar seats" ba& pads" eiling and other ar parts. /or this purpose"oir is transformed into rubberi;ed sheets. Rubberi;ed oir sheets are also

suited for pa&aging sientifi" photographi" eletroni and other deliateequipment and produts as it offers e2ellent protetion and safety.In reent years" oir dust" a residual non=fiber partile !hih is produed fromthe e2tration of oir" has gained eonomi importane. 'hile it used to be ama,or problem for deortiating plants beause of the volume involved indisposal and beause of environmental onsiderations" oir dust is no!e2ported and used as substitute for peat moss" soil mulhing" soilonditioning agent and other uses.

Coir Science & Histor:

C3C3N1T

The oonut palm" has been eulogised as KJalpavri&shaK the all giving tree inthe lassis of India. Its fruit is alled Fa&shmi Phal !hih is used in most ofthe soial and religious funtions in India from Jashmir to Janya&umari"irrespetive of !hether the palm is gro!n loally or not. The use of oonutthrough out India ma&es it a symbol of national unity and perhaps in the oldentimes the people of our ountry or our anestors might have migrated from aoonut gro!ing area. It is also possible that oonut had been ultivated inmany parts of India and the limati and geographial hanges in due oursemight have aused the onfinement of oonut to oastal trats in the ountry.

The first reorded history of oonut in the ountry dates ba& to Ramayanaperiod. In the %almi&i Ramayana there are referenes of oonut in theJish&indha Janda and )ranya Janda. It is reported that Ramayana !as!ritten by %almi&i sometimes in *rd entury 4.C. (enerally it is believed thatoonut !as introdued in India during the post=vedi period.

Referenes have been made on oonut in Raghuvamsa of Jalidasa and7angam literatures !hih proves the antiquity of the oonut in India. 4ut itsorigin in India remains disputed. 4ut #aro Polo" the famous )rab traveler!ho visited India in the 1*th Century alled oonut LIndian >utL and the logi

for suh a referene needs investigation by historians. 7hri. P.J. 4ala&rishnana Jerala historian argues that organised oonut a ultivation started inJerala only after the arrival of Portuguese.

C3IR


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Coir or Coos = >atureKs !onder fibre is e2trated from the protetive hus& ofthe Coonut. This golden fibre is spun into a breath=ta&ing range of te2turedyarn and !oven into a spetrum of olourful floor overings.

The Creation 3& A Master,iece

The hus&s separated from the nuts" are retted in lagoons upto ten months.The retted hus&s are then beaten !ith !ooden mallets manually to produethe golden fibre. The fibre is later spun into yarn on traditional spinning!heels alled LRattsL" ready for dyeing and !eaving into myriad shades offloor overings. ) sore of varieties$grades of oir yarn are produed andeah variety is assoiated !ith ertain speifi harateristis" used forindustrial" agriultural and domesti appliations.

The e2haustive range of floor overings" hard!earing door mats" durable#attings and rugs" rush=proof pile arpets" heavy flo!ered #our;ou&s" et.in a variety of dimensions enhane the elegane of the plae of hoie.

Coir (eo=Te2tiles are ine2pensive" qui& and effetive in Civil 5ngineeringpraties. Rubberised oir" a blend of oir and late2" offers mattresses andushioning for restful omfort.

Coir produts that are e2eptionally funtional are virtually irreplaeable !henit omes to eonomy" durability and beauty.

THE 3NDERS 35 THE 3NDER 5I6RE

#oth=proofB resistant to fungi and rot

Provides e2ellent insulation against temperature and sound.

>ot easily ombustible.

/lame=retardant.

naffeted by moisture and dampness.

Tough and durable.

ResilientB springs ba& to shape even after onstant use.

Totally stati free.

5asy to lean.

COIR INDUSTRY


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STR1CT1RE 35 THE IND1STR7

Indian oir industry is an important ottage industry ontributing

signifiantly to the eonomy of the ma,or oonut gro!ing 7tates and nionTerritories" i.e." Jerala" Tamil >adu" )ndhra Pradesh" Jarnata&a"#aharashtra" (oa" +rissa" )ssam" )ndaman @ >iobar" Fa&shad!eep"

Pondiherry" et. )bout . la&h persons get employment" mostly part time" inthis industry. The e2ports from this industry are around Rs.?0 rores. Theoonut prodution in India is estimated at 9AH* million numbers in 19H9=90.Coonut hus& is the basi ra! material for oir produts. )round 0 per entof the available oir hus& is used to produe oir produts.


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oir !or&ers" model oir villages for 7C$7T oir !or&ers and soial !elfareshemes !ould be implemented during the 5ighth Plan period.

5mphasis has been laid on developing devies$equipment$ mahinery

through R@ to redue drudgery and to improve produtivity of oir !or&ers.

evelopment of improved variety of ratts and looms !ould help in improvingthe prodution of oir yarn spinning" oir mats" et. In order to boost e2ports"the sheme of ooperative publiity programmes in the e2port mar&ets !hih!as started in the 7eventh Plan !ould be ontinued.

The indiative target of prodution for oir fibre has been set at A.?? la&h

tonnes for the 5ighth Plan. 52port target is Rs. 100 rores. The shemes tobe implemented during the 5ighth Plan !ould aim at inreasing the share offull=time employment in this setor from the present level.

3""3RT1NITIES AND "R3S"ECTS

'hile purhases of domesti users" partiularly the upholstery and mattressma&ers" have sla&ened during the latter part of the 1990s" domesti demandis e2peted to improve as ne! produt appliations have been developed.Coir is not only used for mattress and stuffing purposes but is no! proessedinto a host of various industrial produts.

NE 1SES A""LICATI3N

Conreterooftile(eote2tilePanel board+rganiCompost%ehileupholstery"furniture

upholsteryinsulator pads

being rust=free ma&es it suitable for housesalong oastal areasoir is used as a biodegradable over forsoil !hile undergoing revegetationoir is used as a mi2ing agentoir dust as soil onditioning appliationstriter free retardany standards on foamfillings in 5urope opened doors for e2portsof fire retardant rubberi;ed oir padding

from the Philippines

IND1STR7 "R36LEMS: Moning problem !hih leads to ompetition in souring hus&s

Fa& of drying$mahine faility


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Fa& of high density baling press for the e2port mar&et

/abriators of deortiating mahines have no standard as to apaity

RUBBERISED COIR: A !i"t o" n#t$re

Rubberised oir" made of natural late2 and oir fibre is a 100G naturalprodut" !hih enhanes omfort and support. 4lended !ith anti=o2idants"rubberi;ed oir is omfortable beause they are designed to offer perfetsupport and they allo! air irulation. 7ine rubberi;ed oir is available invarious thi&ness" it an be used for multiple appliations.

Coo late2 ma&es ertain it uses natural ra! materials in &eeping !ith itsessene of going green. )ll the same" adopting areful methods" !hihenourages ma2imum reyling !ith minimal !aste.

"roduction ,rocess

In its entirety" it is arried out using modern mahines. These are losely

ontrolled !ith a variety of modern in=house failities" supervised and handledby our team of highly s&illed personal.

Late+ Co%,ounding:) proess that starts !ith prouring the very best innature rubber late2 and ends !ith proessing at our modern onentrationplant to ensure purity.

Cur$ing:/irst" the oonut fibre is ured in a hot hamber for the natural urland boune. They are then opened using ustomi;ed mahines to give thema natural spring struture.

Ru##erising:The urled fibre is formed in to sheets" !hih are sprayed !ithnatural rubber late2 to form resilient fleees.

Hot ,ress and 8u$cani0ation: 'hen these fleees are vulani;ed andmahine=ut to speified dimensions they give a firm" long=lasting and non=absorbent form that allo!s air irulation and provides natural omfort.

H7 R166ERISED C3IR 9

Rubbersied Coir has a number of advantages over Conventional foam rubber

and syntheti polythylene foam. ) fe! of them are highlighted here.! Rubberised oir mattresses provide greater body support. It is highlyreommended by orthopedists " for people prone to ba&ahes and for those!ho !ish to prevent it. It provides support to the vertebral olumn and heneit is better for the body in the long term.

*! Rubberised oir is a porous material thereby maintaining a uniformtemparature


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.! Coir is a hygrosopi material and hene is absorbs moisture from the air.Thus it !ill al!ays retain H to 10G moisture

4! It is odourless" germ=resistant and hygieni.

/! Can be ut to desired shape" si;e and ontour. It an be ut to required

length and the thi&ness of 3mm to 100mm or more. The sheets an also be,oined as per the requirement

!The mattress does not disintegrate li&e rubber foam or is not unomfortableli&e polyurethane foam and hene it is preferred.

;!Ther are no adverse impats on the environment and no harmful hemialsare used in ma&ing of a rubberi;ed oir mattress. The fatory does not emitany pollutants and rubberi;ed oir mattresses are eo friendly.

atural produt and helps small farmers around the ountry to selltheir produe.

TECHNICAL

-ua$it) and "h)sica$ ,ro,ert) test

The physial property of the mattress ore and the hardness is essential to behe&ed as this ensure the quality and the life time of the mattress.

Hardness

The hardness and the density of a late2 foam mattress ore are interrelated.'hen the density inreases the hardness value also inrease. TheIndentation Foad efletion IF of hardness as per I7+ A3*9 standardstates that the equal fore that is required to press the mattress ore until AG" 30 G or 60G from its original height !ith a irular plate of *AA mN. The

Compression Foad efletion CF hardness as per I7+ **H6 standard"!hih is the fore apply to press the mattress ore A G of its original heightmeasured in &pa &ilo Pasal.

Resi$ience2E$asticit)

The Resiliene$5lastiity is measured to )7T# *?3 standard this ismeasured by using a steel ball. The height of rebouning of the ball ismeasured. +n a late2 foam ore the reboune fator is higher than 60G to?0G. This is muh higher ompared to syntheti foams.

Sag &actor

It is important that the surfers of the mattress ore is soft and !hen applypressure it inreasingly sho!s the resistane and ome to the stop point. Thesag fator is desribed through the I7+ A3*9 standard. The higher this inde2"the better the foam supports the body ontour. The natural late2 foamperforms obviously better !ith a sag fator than syntheti produts.

Dura#i$it)2Li&eti%e

The most aepted method is to test the mattress ore to the standards of 5>19?. ) !eight of 1300 >e!ton is rolled *0000 times up and do!n on the


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mattress ore. )fter!ards the height" the hardness and elastiity is measured.This is repeated one again and the results are ompared !ith the originalvalues. The average inline of the hardness is determined at A10 >" A? >and *30> in the load deformation urve.The test of natural late2 ore by F()(ermany as per 5> 19? speifiations the results !ere about * mm loss in

thi&ness and * G loss in hardness for a late2 mattress ore.The othermethod is to test aording to I7+ **H I> *?3 standard" a foam sampleof 30 2 30 m fored !ith a !eight of ?0 > for H0000 times at ?0 stro&es inthe minute. )fter!ards" the loss of height and the hardness is ompared !iththe original value.

H)steresis

The hysteresis an be determined by measuring the Obanana foam urve vialoading and de=loading of a mattress. The load deformation urve ismeasured by means of a irular plate of * mm diameter" that graduallybuilds a fore ma2. up to 1000 >e!ton.The hysteresis is alulated !ith theload and de=load urve by the load surfae. The hysteresis indiates theamount of energy that is absorbed by the late2 ore during loading $ de=loading. The higher the absorption of energy by a mattress ore" the morestrength $ energy is required to hange the position on the mattress. The#attress ores !hih is to soft" has a lo! hysteresis" results higher energyrequirement for hanging the position on the mattress ore. This results to apoor sleeping quality. The mattress ore !ith the results of the hysteresisbet!een A0=*0G is a omfortable mattress.# ) F natural late2 #attress oresare being tested as per I7+ **H6 standard in the prodution. Regular testingis been done by F() as per 5> 19? as #)F has a monitoring ontrat !ithF()" (ermany.

S$!No! IS! No! TITLE

1. I7 H9HD19H Retted oir fibre seond revision

A. I7 AA9D1963 7uperior )>:5>(+ type yarn

*. I7 H*91D19H? 7peifiation for rubberi;ed oir sheets forushioning first revision

3. I7 9*00 PT 1B 19H? #ehanially e2trated oir fibres first revision =4ristle oir fibre.

. I7 9*0H PT AB 19H? #ehanially e2trated oir fibres first revision =#atress oir fibre.

6. I7 9*00 PT *B 19H? #ehanially e2trated oir fibres first revision =


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eortiated oir fibre.

?. I7 11060D 19H3 #oulded rubberi;ed oir ushioning

H. I7 113A0 PT 1B 19H Coir mats = (eneral requirements

9. I7 113A0 PT AB 19H

Coir mats = Corridor mats

7uperseding I7 A9H

10. I7 113A0 PT *B 19H Coir mats = oor mats = Creel" bit and fibre7uperseding I7 1HH

11. I7 113A0 PT 3B 19H Coir mats = oor mats = Rod 7uperseding I7169*

1A. I7 113A0 PT B 19H Coir mats = (ymnasia mats 7uperseding I7A96

1*. I7 113A0 PT 6B 19H Coir mats = Foop mats 7uperseding I7 3?9?

13. I7 113A0 PT ?B 19H Coir mats = #esh mats

1. I7 113A0 PT HB 19H Coir mats = Rope mats FoverKs &not mats

16. I7 113A0 PT 9B 19H Coir mats = 7innet mats 7uperseding I7 A9?

1?. I7 1A0* PT1B 19HH Coir mattings = mour;ou&s and arpets = (eneral7uperseding I7 A**1" I7 A99 and I7 ?A?

1H. I7 1A0* PTAB 19HH Coir mattings = mour;ou&s and arpets = Coirmatting 7uperseding I7 A**1" I7 A99 and I7?A?

19. I7 1A0* PT *B 19HH Coir mattings" mour;ou&s and arpets = Ribbedoir matting superseding I7 ?A?

A0. I7 1A0* PT 3B 19HH Coir mattings" mour;ou&s and arpets =mour;ou&s superseding I7 A**1

A1. I7 1A0* PT B 19HH Coir mattings" mour;ou&s and arpets = oir


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arpets superseding I7 A**1

AA. I7 1A0* PT 6B 19HH Coir mattings" mour;ou&s and arpets = oirmatting for ri&et pithessuperseding I7 A9

A*. I7 1310 D 19H* 7peifiation for oir ropes 7eond revision

A3. I7 313 D 196? Code of pratie for storage of ropes.

A. I7 3? D 196H Code for handling of fibre ropes.

A6. I7 *H?1 D 1966 (lossary of terms relating to fibre ropes andordages

A?. I7 1310 D 199 7peifiation for ha!ser=laid oir rope.

AH. I7 1311 D 199 7peifiation for shroud=laid oir rope.

A9. I7 131A D 199 7peifiation for able=laid oir rope.

*0. I7 *A6 D 196 Code for inlaid pa&aging of ropes and Cordages.

*1. I7 A**1 D 196H


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*H. I7 ?0?1 Part IID 19?3 #ethods of Physial test for ropes and ordages.

*9. I7 ?0?1 Part IIID 19?3 #ethods of Physial test for ropes and ordages

30. I7 ?0?1 Part I%D 19?3 #ethods of Physial test for ropes and ordages

31. I7 169* D 19?3 7peifiation for door mats Revised

3A. I7 9*0H Part 3D 199H #ehanially e2trated oir fibres = 7peifiation =Part 3 = #ahine t!isted urled oir fibres.

SC3"E 53R G33D R166ERISED C3IR:

espite volume and freight=related onstraints" a good sope is seen forrubberised oir industry both !ithin and outside the ountry. Conerted effortspromoting its eo=friendly and bio=degradable advantages ould reateadditional mar&ets for the produt.uring )pr=#ay A001" e2ports of rubberised oir stood at 33 tonnes valued atRs 3*.*3 la&h as against 60 tonnes valued at Rs *H.31 la&h during the sameperiod last fisal" industry soures told 4usiness Fine.5ven in domesti mar&ets" the usage of the produt other than in oirmattresses" suh as ushions" automobile seats" air onditioner filters andpa&ing pads" ould boost the mar&et sope of the produt.

)nother ma,or segment of the mar&et !hih had been ignored by and large

!as the rural mar&et. There !as a onsiderable demand for Q,anataKmattresses among the rural poor in >orthern India" the soures said.4ut shift in onsumer preferenes to!ards eo=friendly oir mattresses hadalso led to large=sale dupliation" they laimed.


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D#t# An#%sis #n Inter'ret#tion

ST1D7 35 MAN15ACT1RERS

T3R ! Stud) on the in&rastructure and ,roduction ca,acit) and ca,acit)uti$i0ation o& ru##eri0ed coir sector in India

The infrastruture for the rubberi;ed oir prodution is not too omple2. )blo& diagram to that effet for any rubberi;ed oir manufaturing proess isgiven belo!. This !ould give a generi vie! of the infrastruture andtehnology involved in the !hole proess.

6$oc= Diagra%

g=%ch#

g=%ch#

Untwisting

Machine

Sheet Plant Tunnel Drier

CuttingMachine

Vulcanization Drum Press /H draulic Press

Cooling

Machine

Inspection Tape edge

Section

!uiltingSection

!uality chec" #undling

Dispatch

Curled Coir $ate% Spray


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Manu&acturing "rocess 3& Ru##eri0ed Coir Mattresses

1. nt!isting #ahine this is the 1ststage of in the proess @ involvesun!inding the urled oir !hih omes in * varieties small" medium @ longdepending on the length of the fibreB quality he& for fibre is done on a

random basis e.g. Che& 1 bundle out of AH=*0 bundles in one lot

A. 7heet Plant This stage involves formation of oir sheets. Fate2 issprayed on oir to get the oir sheets. The late2 ratio depends on the varietyof fibre.

*. Tunnel rier This is the drying mahine for the oir sheets after the late2is sprayed. Indiret hot air is blo!n on the oir sheets through radiators foruring.

3. rum Press$


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1*.ispath The bundled produts are sent to the dispath setion from!here it is sent to various distributors @ retailers.

'hile basi infrastruture is available !ith almost all the manufaturers" the

si;e varies based on the volume of business.

The prodution apaity is also found to be a funtion of demand ability tosupply in the loal mar&ets. The rubberi;ed oir setor is found to be heavilyloaded in favour of loal mar&ets save some bigger players vi;." Jurl +n"urofle2 et. !ho have national presene though the demand for theirproduts is not equivalent all over the ountry. In all the seven statessurveyed" it !as found out that the prodution apaity is diretly proportionalto the loal demand. Consequently" in smaller mar&ets suh as +rissa"

)ndhra et. the rubberi;ed oir manufaturers have lesser produtionapaity 10 1000 tons per annum" in bigger mar&ets suh as 4angalore"

Chennai et. the rubberi;ed oir manufaturers have muh larger produtionapaity 3000 H000 TP) and the national player Jurl +n have the largestprodution apaity H000 1000TP). )n appro2imate turnover and annualprodution figures of the top ten rubberi;ed oir manufaturers !ould providea lear piture to that effet.

Table 1

Top TenPlayersnot in

anyorder

>ame of the+rgani;ation

Turnoverin CroreRs.

Produtionin Tons

Comments

1. Jurl +n"4angalore

100 10"000 /ully4randed

A. urofle2 3 3000 /ully4randed

*. Century 30 *00 Part4randedPart 4are4lo&s H0 DA0

3. 7leep!ell 30 100 /ully4randed

. Coir /oamelhi

A0 A000 Part4randedPart 4are4lo&s

6. Rela2!ell


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Part 4are4lo&s

?. Restole2"4angalore

1A 100 Part4randedPart 4are

4lo&sH. Coir +n"

Pollahi1A 100 Part

4randedPart 4are4lo&s

9. )eroom"4hubanes!ar

10 100 Part4randedPart 4are4lo&s

10. PyarelalProduts

1 *000 Part4randed

Foo&ing at the trend" it is observed that the top four players have most of theirbusiness in the branded business and as !e go do!n the ladder" the bareblo&s business beomes signifiantly better.

7o far as the apaity utili;ation is onerned" an interesting phenomenon isobserved. The smaller players have higher apaity utili;ation ?0G 90G!here as the larger players have lo!er apaity utili;ation 30G = 60G. +fourse" during the pea& seasons" most of the manufaturers operate at theirhighest apaity H0G = 100G.

The total rubberi;ed oir industry is about 0"000$= to 60"000$= tons per

annum apaity" !hih translates to appro2imately Rs.00 rore business.'hile this is the average prodution figure" it has ylial variations. ) 1000TP) manufaturer !ith 6G apaity utili;ation !ould produe 60 tons inpea& seasons and 0 tons in off=seasons. )n H000 TP) manufaturer !ith3HG apaity utili;ation !ould produe 3000 tons in pea& and A00 tons inoff= seasons. The study failed to find out any pattern in the ylialityB In aseof higher e2tremes there !ould be a differene of *0G = 30G !here as inase of lo!er ones it !ould be 10G = 1G.

'hile there has been some gro!th for most of the manufaturers over thelast years" there is no ommon trend. )n illustrative hart is presented

belo!. It is lear from the hart 1 that in spite of fe! e2tremities" mostrubberi;ed oir manufaturers have sho!n onsistent gro!th over the last years HG = 1G.


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Manu&acturing Trend >i$$ustrati(e?

0

C00

1000

1C00

A000

AC00

*000

*C00

3000

3C00

A000 =

A001

A001 =

A00A

A00A =

A00*

A00* =

A003

A003 =

A00C

7ears >$ast &i(e?

T"A

7eries1

7eriesA

7eries*

7eries3

7eriesC

7eries6

7eries?

T3R *! The techno$og) a(ai$a#$e with the sector @ Identi&ication o& thetechno$ogica$ ga, to i%,ro(e the ,roducti(it) and ua$it) o& the %ateria$

)s mentioned earlier" the rubberi;ed oir setor is not a tehnology savvysetor neither any heavy investment !as identified for aquiring the latest

requirements. )bout 1 A rore of investment is the initial requirement to starta rubberi;ed oir plant. The blo& diagram of the plant and its e2planationprovides enough evidene of the same.


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big ities $ metros" !here the a!areness level of the onsumers is relativelyhigh and the ompetition is rather fiere" the manufaturers oblige to have thelatest tehnology" quality measures et. to apture more mar&et share andsatisfy the ustomers. In smaller plaes" !here the ompetition is from ottonmattresses or ill=assorted oir $ rubberi;ed oir mattresses" the ustomers are

rather less a!are and hene less demanding. )tually" this mattress being alo! involvement produt" the onsumers ,ust do not are too muh.Consequently" the rubberi;ed oir manufaturers in suh plaes are lessquality onsious and they do not are to aquire the latest tehnology $replae the depreiated mahines as often as their big ity ounterparts. Theironly onern is to sell the items they produe in some !ay or the other. Insuh ases" the quality and performane fators does suffer.

TOR 3. The manpower engaged in the sector

In smaller firms A0 = 30 people are engaged in prodution proess" inrelatively larger firms 60 H0 people are engaged in prodution proess andin ase of large national firms" 100 10 people are involved.

The number of seondary $ assoiated $ offiial !or&s" the engagement ofmanpo!er is as follo!s. 7mall firms 10 A" medium firms 30 60 and largefirms ?0 H0.

'hile the national $ larger players implement an adequate !or&ing ondition"failities" ompensation and benefits for their employees" the medium andsmaller manufaturers do not follo! any standard


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-ua$it) o& Raw %ateria$s

60G

*G

H0G #oisture

ust @ Pith

Fength

The rubberi;ed oir manufaturers !ere as&ed to suggest a solution to theabove problem one and for all. The over !helming verdit seems to behaving some sort of minimum quality standard for the urled oirmanufaturers $ suppliers I7+ $ 4I7 et. and this has to be ensured by theoir board. 7ome of them even suggested some &ind of liensing $ertifiation by the oir board to the urled oir manufaturers ma&ing thequality and prie mandatory and binding on both the parties rubberi;ed oirmanufaturers and urled oir manufaturers $ suppliers.

#ost of the rubberi;ed oir manufaturers ?*G purhase the ra! materialsfrom urled oir manufaturers or middlemen !hile some 33G have theiro!n agents to gather the ra! material diretly from the villages. ue to thediffiulty in aquiring quality ra! material from time to time" ?0G of therubberi;ed oir manufaturers use more than soures of prourement.


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best prie to the supplier.


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Cost o& %attress a$ong the channe$

1A001*6

130

166

0

A00

300

600

H00

1000

1A001300

1600

1H00

1 A * 3

Manu&acturer B who$esa$er B retai$er B

custo%er

Costin

Ru,ee

7eries1

#ost of the rubberi;ed oir manufaturers opine that their o!n sho! rooms $e2lusive ompany o!ned retail outlets have been tried in the past and it hasproved to be infeasible.


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#any of them !ho sell through oir board sho!rooms are further tested forquality by the onerned offiials. ational 7tandards 4ody of India"is a statutory body set up under the 4ureau of Indian 7tandards )t" 19H6.The 4ureau is a body orporate and responsible for laying do!n poliyguidelines for 4I7. It omprises of members representing the Industry"

Consumer +rgani;ations" 7ientifi @ Researh Institutes and Professional4odies" Tehnial Institutions" Central ministries" 7tate (overnments and#embers of Parliament.

4I7 4ureau of Indian 7tandards" formerly &no!n as Indian 7tandardsInstitution" have adopted Code of (ood Pratie for the preparation" adoption@ appliation of standards. It has adopted many International 7tandards as its>ational 7tandards eg." I7+ 9000 uality #anagement 7ystem 7tandards"I7+ 13000 5nvironment #anagement 7ystem 7tandards. It is also operatingCertifiation 7hemes inluding ertifiates for mahinery. This !ould helpmaintain quality @ standards @ help gain a better image for the produts.

The ertifiation allo!s the liensees to use the popular I7I #ar&" !hih hasbeome synonymous !ith uality produts for the Indian and neighboringmar&ets over the past more than 30 years. Presently more than 1?000lienses are in operation overing about 1100 produts. It is largely based onI7+ (uide AH" !hih provides general rules for third party ertifiation systemof determining onformity !ith produt standards through initial testing andassessment of a fatory quality management system and its aeptanefollo!ed by surveillane that ta&es into aount the fatory ualitymanagement system and the testing of samples from the fatory and theopen mar&et. ) si;able number of Indian 7tandards have ho!ever" beenharmoni;ed !ith I7+$I5C 7tandards and some are dual numbered as I7$I7+or I7$I5C 7tandards.

The ativities of 4I7 an be ategori;ed as follo!s.

a? STANDARDS 53RM1LATI3N


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Indian 7tandards are formulated &eeping in vie! national priorities"programmes for industrial development" tehnologial needsB e2portpromotion" onsumer !elfare" health" safety" et. 7o far over 1?000 standardshave been formulated in different tehnology areas.

#? CERTI5ICATI3N

! "roduct Certi&ication B The produt ertifiation sheme isbasially voluntary in nature and aims at providing quality" safety anddependability to the ultimate ustomer. Conformity is ensured by regularsurveillane of the liensee-s performane by surprise inspetions and testingof samples" dra!n both from the fatory and the mar&et.

*! Eco Mar= BThe (overnment of India had instituted a sheme in/ebruary 1991 &no!n as 5C+ mar& 7heme for labeling environment friendlyproduts. This sheme is administered by the 4ureau of Indian 7tandards.

.! -ua$it) Manage%ent S)ste%s Certi&ication >IS3 ? B4I7is a national ageny authori;ed to operate uality 7ystems Certifiation inIndia. It has adopted I7+ 9000 series of standards as I7 9000 series Indian7tandards" and aligned the proedure for operation of uality 7ystemsCertifiation" based on international riteria and is omparable to any othersuh systems being operated.

4! EMS Certi&ication B'ith the gro!ing onern for environmentfriendly industrial ativity" I7+ 13000 series of standards have beendeveloped. 4I7" after adoption of these standards as national standards" has

launhed 5nvironment #anagement 7ystem 5#7 Certifiation I7 $ I7+ D13001.

/! HACC" Certi&ication B4I7 launhed


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/or a !ider adoption of Indian 7tandards by the industry" organi;edpurhaser" statutory bodies and universities"4I7 has formulated a plan !hih emphasi;es on D= evelopment of omplementary level of standardi;ation" namely" ompanystandardi;ation and assoiation level standardi;ation

= 5ffetive implementation of standards through setoral ommittees" suh as"steel" food" te2tiles" information tehnology" automotives and po!er.

=7tate Fevel Committees on 7tandardi;ation and uality 7ystems to ensurebetter implementation of Indian 7tandards.= se of Indian 7tandards in legislation= (reater interation !ith publi and private setor underta&ings= 4ul& publi purhases based on standards and standard mar&ed produts

= se of standards in eduation systems= Intensified media ampaign to reate a!areness

e? INTERNATI3NAL C33"ERATI3N

4I7 as a founder member of International organi;ation for 7tandardi;ationI7+ ontinues to ta&e an ative part in international standardi;ation. 4I7 isalso atively involved in International 5letrotehinal Commission I5C andhas partiipation status or observer status on all the important TehnialCommittees.

&? 6IS AND C3NS1MERS

7ervie to onsumers and reating quality onsiousness among them 4I7has set up a Consumer )ffairs and Publi (rievanes epartment atominated Publi (rievane +ffiers at Regional and 4ranh+ffies to deal !ith onsumer omplaints against 4I7 servies and I7Imar&ed produts

g? EN53RCEMENTTo &eep an eye on misuse of standard mar&" an 5nforement epartment isfuntioning at


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"R3CESS INS"ECTI3N :

Total inspetion is arried out on the omponents manufatured. Today !ean laim !ith Pride that !e have effetive quality ontrol Inspetors ensuringthat only first lass omponents are used in our produts.

"RESS1RE TESTING INS"ECTI3N :

5ah and every valve is invariably pressure tested as per requiredparameters. In the final inspetion" valves are being mounted on test beds toensure performane standards as per relevant odes $ lass.

"RESHI"MENT INS"ECTI3N :

/or ma&ing this program a suess" adequate doumentation is maintainedand provided pre=shipment.

) large number of operational elements of the 4I7 produt ertifiationsheme orrespond !ith the requirements of I7+ (uide 6.

The broad areas of tehnologies no! under ertifiation areD Te2tiles

Chemials and Pestiides

Rubber and Plasti produts

Cement and onrete produts

4asi metals and fabriated metal produts #ahinery and equipment

5letrial" eletronis and optial equipment )utomotive omponents

)griulture" food" beverages and tobaos

Feather produts 'ood produts

Paper and pulp produts

Testing instruments

4uilding materials

Pumping" irrigation" drainage and se!age equipment

)fter this disussion on 4I7" let us have a brief I7+ ertifiation and itssignifiane.

How IS3 standards #ene&it societ)

For businesses" the !idespread adoption of International 7tandards meansthat suppliers an base the development of their produts and servies on


31/55

speifiations that have !ide aeptane in their setors. This" in turn" meansthat businesses using International 7tandards are inreasingly free toompete on many more mar&ets around the !orld.

For customers" the !orld!ide ompatibility of tehnology !hih is ahieved

!hen produts and servies are based on International 7tandards bringsthem an inreasingly !ide hoie of offers" and they also benefit from theeffets of ompetition among suppliers.

For governments" International 7tandards provide the tehnologial andsientifi bases underpinning health" safety and environmental legislation.

For trade officialsnegotiating the emergene of regional and global mar&ets"International 7tandards reate La level playing fieldL for all ompetitors onthose mar&ets. The e2istene of divergent national or regional standards anreate tehnial barriers to trade" even !hen there is politial agreement to do

a!ay !ith restritive import quotas and the li&e. International 7tandards arethe tehnial means by !hih politial trade agreements an be put intopratie.

For developing countries" International 7tandards that represent aninternational onsensus on the state of the art onstitute an important soureof tehnologial &no!=ho!. 4y defining the harateristis that produts andservies !ill be e2peted to meet on e2port mar&ets" International 7tandardsgive developing ountries a basis for ma&ing the right deisions !heninvesting their sare resoures and thus avoid squandering them.

For consumers" onformity of produts and servies to International7tandards provides assurane about their quality" safety and reliability.

For everyone" International 7tandards an ontribute to the quality of life ingeneral by ensuring that the transport" mahinery and tools !e use are safe.

For the planet !e inhabit" International 7tandards on air" !ater and soilquality" and on emissions of gases and radiation" an ontribute to efforts topreserve the environment.

IS3 and wor$d trade

I7+ = together !ith I5C International 5letro tehnial Commission and ITInternational Teleommuniation nion = has built a strategi partnership!ith the 'T+ 'orld Trade +rgani;ation !ith the ommon goal of promotinga free and fair global trading system. The politial agreements reahed !ithinthe frame!or& of the 'T+ require underpinning by tehnial agreements.I7+" I5C and IT" as the three prinipal organi;ations in internationalstandardi;ation" have the omplementary sopes" the frame!or&" the


32/55

e2pertise and the e2periene to provide this tehnial support for the gro!thof the global mar&et.

The 'T+Ks )greement on Tehnial 4arriers to Trade T4T inludes theCode of (ood Pratie for the Preparation" )doption and )ppliation of

7tandards. The T4T )greement reogni;es the important ontribution thatInternational 7tandards and onformity assessment systems an ma&e toimproving effiieny of prodution and failitating international trade.Therefore" !here International 7tandards e2ist or their ompletion isimminent" the Code states that standardi;ing bodies should use them as abasis for standards they develop. The Code requires that standardi;ingbodies that have aepted its terms notify this fat to the I7+$I5C InformationCentre loated at the I7+ Central 7eretariat. 7tandardi;ing bodies havingaepted the Code must publish their !or& programmes and also notify thee2istene of their !or& programmes to the I7+$I5C Information Centre. +nbehalf of the 'T+" I7+ periodially publishes a diretory of standardi;ing

bodies that have aepted the 'T+ T4T 7tandards Code.

IS3 and de(e$o,ing countries

I7+ standards represent a reservoir of tehnology. eveloping ountries inpartiular" !ith their sare resoures" stand to gain from this !ealth of&no!ledge. /or them" I7+ standards are an important means both ofaquiring tehnologial &no!=ho! that is ba&ed by international onsensusas the state of the art" and of raising their apability to e2port and ompete onglobal mar&ets. In addition to this general benefit of I7+ standards" I7+ has aspeifi program for developing ountries !hih onsists of training seminars"

sponsorships$fello!ships and publiations. I7+ also has a poliy ommitteeon developing ountry matters" 5%C+" !ith a membership of nearly 100standards institutes from both industriali;ed and developing ountries.

How to recogni0e an IS3 standard

)n I7+ standard an be anything from a four=page doument to one severalhundred pagesK long and" in the future" !ill inreasingly be available ineletroni form. It arries the I7+ logo and the designation" LInternational7tandardL. In most ases" it is published in )3 format = !hih is itself one ofthe I7+ standard paper si;es.

hat %a=es IS3 and IS3 4 so s,ecia$

The I7+ 9000 and I7+ 13000 families are among I7+Ks most !idely &no!nand suessful standards ever. I7+ 9000 has beome an internationalreferene for quality requirements in business to business dealings" and I7+13000 loo&s set to ahieve at least as muh" if not more" in helpingorgani;ations to meet their environmental hallenges.


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The vast ma,ority of I7+ standards are highly speifi to a partiular produt"material" or proess.


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T3R !The mar&et potential for the produt omesti and InternationalTo be desribed during presentation

T3R !The transportation bottlene&s faed by the setor for mar&eting theproduts in domesti mar&et

The survey results depited la& of any ma,or problems in transportation inthe domesti mar&et. The issues !hatever ame up related to regionalinfrastruture and failities and are ommon to any business.

T3R !The prospets and avenues for the use of rubberi;ed oir materialfor bioengineering purpose" automobile industry" rail!ays" onstrutionindustry

5ah of the 3 setors !as analy;ed for the prospets of RC materials. Inbioengineering industry RC materials do not any speifi utilityB ho!ever" it

ould replae thermo ool" otton et. that is used for pa&ing purpose. )s thebioengineering industry by itself is in a nasent stage in India" it annotprovide for a great avenue no!.


35/55

T3R . :The diversified uses of the produt and value addition underta&en invarious prodution line

The urrent uses of RC materials are more or less restrited to mattressesand to some e2tent pillo!s and ushions. o! the unorgani;ed setor looses all it-smeaning and on further e2ploratory study" the data gathering !as modified tothe unregistered setor in RC manufaturing if possible.


36/55

Inter,retationThe ustomers are young and hene open=minded and in early stages offamily life yle. They are eduated and hene easier to ommuniate andonvine. They have reasonably good inome and hene one onvined of agood bargain" purhasing po!er is not an issue. )ny!ay" !hen the

onsumers an muh more than the required amount for RC mattresses forvarious !hite goods and lu2ury items" there is no reason to thin& high prie isthe only reason !hy they !ould not purhase RC mattresses. They haverelatively large family ontrary to nulear family $ small family rumor andpredominantly male is the purhaser even though some other family memberould be the initiator $ deider.

*.Mattress usage :7o far as the urrent mattress usage is onerned" asignifiant 1HG of the ustomers are not a!are of the type of mattress theyare using range ? to A3G. /rom those !ho are a!are of the mattresses typethat they are using" Cotton mattress tops the list follo!ed by rubberi;ed oir

mattresses. /oam mattresses" 7pring mattresses and oir mattresses aresmall nihes among the bigger players smaller ities oir is more dominant!here as bigger ities spring is more dominant.

6rand Awareness : The brand a!areness study for the urrentmattress usage !as a big revelation. )round 31G of the onsumers are nota!are of the brand of mattress that they are using Range AH to 3H. /romthose !ho are a!are of the brand of mattress that they are using" astaggering 3.G onsumers are using unbranded $ generi brands and onlyA3.? G onsumers are using the Jurl +n brand. The other brands aresparsely distributed among sample !ith minimal perentage.

1naided 2 Aided Reca$$ : +nly three brands feature nationally as part ofunaided reall. Jurl +n being number one H0G follo!ed by 7leep!ell 36Gand urofle230G. )part from that" some brands did have regional preseneonly 4angalore Restole2" 4hubanes!ar Century et.. +n aided reallagain the same three brands featured predominantly !ith an inreasedperentage of reall. Jurl +n 9*G" 7leep!ell $ urofle2 ?HG

Inter,retation

There is a huge untapped mar&et !hih is lying !ithout a!areness or solittle a!areness that they prefer unbranded $ generi brands. This also ould

be due the la& of importane asribed by the onsumers to mattresses ingeneral in their list of priorities and this is a pattern all over the ountry. 7o theimmediate requirement is an ampaign to eduate the onsumers inmattresses generally and branded mattresses partiularly. )part from the topthree brands Jurl on" urofle2 and 7leep!ell" the other brands have alsolots of sope for ross state $ national presene.


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.!Consu%er ,s)chogra,hics with %attresses D#ost often theustomers use the mattresses for almost 11 years Range H to 13 years.#ost of the onsumers purhased their mattresses by themselves on someonte2t or other 1G follo!ed by a marriage gift AHG. Invariably the firstmattress of target samples has been RC mattress A6G follo!ed by Cotton

A0G and foam A*G. #ost of the respondents 6*G have felt the prie ofthe mattresses to be average. #ore than H0G of the onsumers are satisfied!ith their first mattress. The problems they enountered !ith their firstmattresses inlude not !ashable $ !ash proof G and heaviness AG. Currently most of them are using RC mattresses A?G follo!ed byCotton mattresses A0G.


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of dissonane" most ustomers 6AG vo! never to buy that brand again $buy from that store again. They also !ould !arn their &no!n ones againstsuh a mista&e 3AG. 7ome ustomers also opined to repeat omplaints toretailer $ manufaturer till they attend to it AG.

Inter,retation

/or improving the demand of the mattresses" urrent onditions have tobe highlighted. 7ituations arising out of heavy mattresses" loss of shape"e2essive heat et. need to be emphasi;ed. otors in the loal areasgeneral pratitioners and orthopedi speialists need to be targeted by themanufaturers $ retailers. Retailers need to be given speial attention by themanufaturers in terms providing information" eduating the ustomers andma&ing them satisfied. The quality measures of the manufaturer $ retailer

servie standards inlusive need to be highlighted learly and emphasi;ed.) omparison strategy !ith the industry level ompetition need to bedeveloped by the manufaturers and ommuniated to the retailers $onsumers through various trade promotion hannels and mass media. Thema,or omplaints inluding the la& of servie failities need to be addressedon an emergeny basis by the manufaturers.

ST1D7 35 RETAILERS

Retailers of rubberi;ed oir and other types of mattresses !ere surveyed

in ? ities" vi;.6anga$ore Chennai" De$hi Cochin H)dera#adMu%#ai and 6hu#aneshwar.)bout *0 from eah ity !ere surveyed. UUU

!R166ERIFED C3IR MATTRESS

In terms of sales volume and sales value" 4hubanesh!ar Retailers reportedma2imum sales for Rubberi;ed oir RC mattress at HAG and H0Grespetively.


39/55

4angalore ame ne2t !ith HG of sales by both volume and value" !ith arelatively modest margin of 11G but !ith seond highest average amountspent at Rs.3*0H.

Cohin had a middle order turnover of RC !ith both volume and value at 39Gand *G. It had a relatively lo! margin at 10G" !ith seond lo!est ost at Rs19H3 ne2t only to Chennai. The fat that ost is higher than Chennai may bedue to higher rentals and !age osts at Cohin. 4ut supply pro2imity hashelped in higher turnover than at Chennai.

Chennai and #umbai retailers report a fairly lo! sales both volume and value!ise at around *?G. 4ut Chennai had a *0G margin and #umbai 1G. This!as beause Chennai had a ost advantage of Rs.1HH3" !ith #umbai atRs.A1?*" !hile the average amount spent !as almost the same.

6RAND E55ECT:

elhi registered the lo!est penetration !ith sales at 1*G to 13G !ith manyObrands. The fat that RC is most suited for elhi" !hih is hot limate" butregistered lo! presene is e2plained by the absene of lear brands. #anybrands in effet means no brand. )bsene of 4rand learly leads to lo! sales.

UUU 52at >o. of retailers surveyed D

Cohin=*4angalore=*0Chennai=*0elhi=*0


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>e2t" in the line is Chennai !ith volume and sales being almost the same at3AG and 31G respetively !hih !as mainly used by middle and upperlasses. #argin !as as lo! as 1HG.)verage amount spent !as seondhighest at Rs.1*63.The retailers reported dominant brands as being Jurl onand urofle2. 7ine they do not manufature otton mattress" it implies that

either the retailers have a lo! sensitivity to brands themselves" or that theyfool the ustomers by falsely branding unbranded produts.

Cohin en,oys a volume and sales at *HG and **G respetively. #argin !asquite lo! at 10G .)verage amount spent" !hih is a refletor of prie !as thehighest in Cohin at Rs.169.The retailers reported many names for brand!ith no single name being dominant.


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4! C3IR MATTRESSES

'hile no retailer of the /oam and RC mattresses sto&ed Coir #attresses in4angalore and 4hubanes!ar" retailers in other ities seem to have soldbet!een 1* and G by volume$value. 5ven here" retailers have reportedbrands li&e Jurl +n" 7leep!ell" urofle2 and Restole2. The pries have varied

from Rs.A000 to Rs.*300.

/! S"RING MATTRESSES

These oupied the minimum fration 6G in 4hubanes!ar and ma2imum*6G in Chennai. +ne reasonD prie" !hih !as highest in 4hubanes!ar atRs.10"*1H and lo!est in Chennai Rs.A"A0. 4ut in 4angalore too the prie!as high at Rs.9H*" but the share !as also high at 1HG" probably due tohigh inome from IT setor.

7pring!ell !as the leading brand in * ities" 4angalore" Chennai and CohinB

Jurl on !as the dominant brand in #umbai and 4hubanesh!arB 7ealy in


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;! "ER53RMANCE

The performane of retail outlets in terms of various parameters li&e salesvolume" profitability" return on investment" et. !as asertained. #ost of theunits reported medium performane" e2ept in #umbai !here about 0Greported high performane and the other 0G medium performane. In

4hubanes!ar also about 30G of outlets reported high performane. In termsof mar&eting efforts" this means that fous on #umbai an pay biggerdividends.

In terms of proportion of ustomers !ho atually end up buying" #umbai had?AG"

4hubanes!ar reeived the largest omplaints relating to RC" follo!ed byCohin the same t!o ities !here the atual buyers !ere the lo!est.Chennai and 4angalore !ere ne2t" !here the omplaints on RC !ere similarin magnitude !ith other mattresses. In elhi RC reeived less omplaintsompared to Coir and /oam and !as handled in equal measure" givingappropriate level of satisfation. In


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4angalore dealers !ere most diligentB elhi" #umbai and


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i! OI ,ush those ,roduct categories 2 #rands where %) %argin is %oreelhi retailers e2pressed greatest agreement therefore greater marginsensitivity !hile 4angalore retailers e2pressed least agreement" !hile theother ities !ere in the middle. +verall there !as lu&e!arm agreement !itha sore of 1. implying that everything is not deided by margin or at least

they do not !ant to say so.'! JManu&acturers are %ost o&ten $east interested to hand$e thecusto%er co%,$aintselhi retailers agreed ma2imum *.H !hile most others !ere middle of theground" and 4angalore retailers again least agreeing.

=! JManu&acturers acti(e$) see= out and ,ro(ide a$$ =inds o& su,,ort tothe retai$ers &or the #etter ,er&or%ance o& their ,roducts2#rands in the%ar=etThere !as a healthy overall agreement to this *" !ith


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"er&or%ance o& Coir 6oard 3ut$ets

Q There are ** Coir 4oard outlets in various ities in India. +ver the past

years" all the retail outlets of the Coir 4oard had a sales target of Rs.1A.A3Crores for the year period A000=01 to A003=0. They reali;ed only 66.?G ofthe target. 7eondly" sales have been delining onsistently" uniformly and!ithout e2eption" in all the outlets" even on nominal terms i.e. at urrentpries 7ee graphs for individual outlets.

AGGREGATE

1163

1AAC 1A*1

1AHA 1A??

9H3.H*

9AH.CC

69A.33

?*6.09 ?6A.C3

0

A00

300

600

H00

1000

1A00

1300

A000 A001 A00A A00* A003

7EAR

SALESANDTARGET

)((R5()T5 T)R(5T

)((R5()T5 7)F5

(overnment mar&et is a small" but gro!ing" if errati mar&et. This is also aaptive monopoly mar&et for the Coir 4oard" !here no speial mar&etingefforts are needed. +n the other hand" private mar&et is the bigger mar&et"and here the share of Coir 4oard is delining.

"ositi(e &eatures: #any institutional buyers seem to prefer Coir 4oard.7ome of these institutional buyers are 5ngineering Colleges" Te2tile shops"


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epartmental stores" Private soiety et. They ome beause of theonfidene they have in Coir 4oard" partiularly in quality. X


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-uestionnaire &or %anu&acturers o& ru##eri0ed coir%attresses:

ear 7ir$#adam"+n behalf of Indian Institute of #anagement 4angalore" a survey is being

onduted on the mattress industry in seven different states in the ountry.The study has been organi;ed by the Coir 4oard and the Rubberi;ed Coir#anufaturer-s assoiation. The purpose is to provide diretion to thedisorgani;ed mattress setor and ensure their long=term survival. I amentrusted !ith the survey in this ity. Please spare a fe! minutes of yourvaluable time to fill up the questionnaire given belo!. The information givenby you !ill be &ept onfidential and used stritly for above said purpose.


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A000 A001 A00A A00* A003

[

1*. )verage prie of prodution per mattress ZZ..

13. )verage selling prie to the distributor $ dealer per mattress ZZZ

1. )verage purhasing prie for the retailer per mattress ZZZ

16. Purhasing prie for the end onsumer per mattress ZZZZ

1?. )re there any trade disounts $ promotions for your produtsE If yes"please give details.

1H.ifferent types of distribution system are observed in the rubberi;ed oirmattress industry. /or your firm" distribution of mattresses is done through

a #anufaturer istributor ealer $ Retailer Consumer

b #anufaturer ealer $ Retailer Consumer

Company o!ned outlets

d )ny other Please speify

19.


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A. uring this pro,et" I have frequently ome aross the omplaint ofirregular and irrational ta2 rates aross the ountry. 'hat is your e2perieneand opinion in this regardE

A6. >o!=a=days every manufaturing onern is eager to maintainimpeable quality standards all around. Therefore" I7+ ertifiation" 4I7

standardi;ation and many suh other quality standards are maintained by thefirms. 'hat is your e2periene in this regardE Please share a fe! details.

A?. #any ompanies do supply bare lo&s of rubberi;ed oir to small timemanufaturers" distributors" retailers et. for various reasons. 'hat do youthin& are the ma,or reasonsE

AH. These purhasers of bare blo&s" add a fe! fringes and resell themattresses to the end onsumers. This leads to the reation of unorgani;edsetor" evasion of margins and ta2es and ultimately all manufaturers looseout. o you agree to this argumentE (ive your reasons.

A9. Please give the name and details of at least five unorgani;ed $unregistered players of your area.

*0. o you give any disounts $ shemes to the onsumers from time totimeE 8es" Please elaborate.

*1. 'hat omplaints do you most often reeive after saleE 'hat is theompany poliy of handling omplaintsE

*A. 'here do you see the future of rubberi;ed oir industryE 'hat isneeded to be done on individual and group level to improve the ondition ofthis industry and give it a proper national as !ell as global reognitionE


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-uestionnaire &or retai$ers o& ru##eri0ed coir%attresses:

1.Foation of the store.

A.'hat are the different merhandise you &eep in your storeE /e! optionsare given belo!. ivide 100 points among the options based on the volume ofeah ategory of merhandise that you &eep. )lso divide another 100 pointsamong the ategories based on the volume of eah ategory of merhandisethat you sell per annum.

%olume stored 7ale volume

a Cotton mattressb /oam mattress Coir mattresses-d Rubberi;ed oir mattresses

e 7pring mattressesf )ny thing else

*. 7ome produt lines in the mattress industry are mentioned belo!. Pleasegive the average margin that you derive per produt ategories. )lso mentionA of the best selling brands in eah ategory.

#argin 4randsa Cotton mattressb /oam mattresses Coir mattressesd Rubberi;ed oir mattresses

e 7pring mattressesf )ny thing else

3. /or our retail mar&et segmentation proess" !e !ould li&e to plae yourstore in one ategory. >ormally" the performane of stores is measured interms of 7ales volume" profitability" return on investment et. 4ased on anysuh measure of performane" !here !ould li&e to plae your store.a


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6. >ormally !hat types of onsumers purhase !hat type of mattressesE )list is given belo!. Please ma&e the hoie based on your e2periene. )lsoplease mention the average amount of money spent by the onsumers onsuh purhases per store visit.

Consumer type )mount spent

pper $ #iddle $ Fo!era Cotton mattressb /oam mattresses Coir mattressesd Rubberi;ed oir mattressese 7pring mattressesf )ny thing else

?. 7ay in a typial day" 100 onsumers visited your store.


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f #ost often onsumer-s a!areness regarding mattresses" brands et" isne2t to nothingg Consumers are partiularly brand onsious !hile purhasing mattresses.h 90G of the onsumers ma&e their final purhase deisions regardingmattresses based on retailer-s reommendation

i I push those produt ategories $ brands !here my margin is more., #anufaturers are most often least interested to handle the ustomeromplaints.& #anufaturers atively see& out and provide all &inds of support to theretailers for the better performane of their brands in the mar&et.

10. a


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-uestionnaire &or consu%er o& ru##eri0ed coir%attresses:

1 . 8our age abelo! *0 b *0=30 30=60 dabove 60A . 7e2 male $ female* . 5duation a4elo! (raduation b(raduation Post graduationprofessional3 . Inome per annuma belo! A la&h b Ala&h la&h la&h 10 la&h dabove 10 la&h .'hat type of mattress do you useEa. do not &no!b. pure foam. spring mattressd. oir mattresse. rubberi;ed oirf. otton

g. anything else6. )re you a!are of the brand of mattress you are usingE If yes please mention the brand $ it is not a branded mattress?. Please !rite brands of mattress that you are a!are of.H. Please fill in the blan&s belo!D I have been using mattress for the last ZZ.#any $ years. The firstmattress I used !as ZZ. It !asZZ.purhased by me$ gifted$ ame !ith thebed mattress and it !asZ.foam$spring$rubberi;ed oir. The mattress !asused for Z..8ears and its performane !as Z.satisfatory$ unsatisfatory. It!asZZ Costly$ average prie$ rather heap.The ma,or problem !ith themattress is$!as

unshapely $ too hot$ too heavy$ not !ashable$ not as per the si;e of the bedCurrently I am using ZZ..mattress and I have to say it an be ZZZZZZ.suggest improvement9. one you reali;ed there is need for a mattress !hat !ould you doE a. go to the nearby shop and purhase it b. ollet information about the heapest brand . tal& to some &no!n people !ho have purhased mattress in the reentpast d. visit a fe! shops and see for yourself the mattress mar&et e. !ait for sometime to get a good offer and then deide f. anything else

10. 'hen you go to the soap to purhase a mattress" ho! !ould you deideE) fe! options are given belo!. Rate eah of the option in a point sale!here 1 represents least agree and represent most agree.a I !ould go for only the !ell &no!n brandsb I !ould deide the amount of money that I !ant to spend beforehand andany deision has be !ithin it I !ould go for the heapest produt available and !ould not are for thebrand


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d It is best to evaluate the available produt from holisti point of vie!e The ideal !ay to selet any brand is to deide !hat you loo& for in aprodut" ompare all the available brands on the pre deided riterion andhoose the bestf #y mattress should stand out from the rest and hene I !ould buy that

one !hih has some unique features.11. >o! a days one ant trust any brand. There is an embedded ris& in eahpurhase. 7ome !ays are given belo! to redue the ris&. ivide 100 pointsamong the options based on the amount of signifiane you !ould asribe toeah parameter.a. 7ee& as muh information as possible before purhaseb. )l!ays be brand loyal. Choose that brand !hih has the best image among the onsumers andretailersd. (o to the most reliable store and purhase based on the reommendationof the retailers

e. 4uy the most reliable brandf. 4uy the brand !hih has the ma2imum guarantee$ !arranty

1A. 7ome of the ma,or problem faed by the people so far the mattress areonerned are mentioned belo!. Ran& the problems based on their frequenyof ourrene.a The mattress loose shapeb The mattress is too heavy to handle The is too heavy to sleep on during summersd The mattress is rather unomfortable to sleep one The mattress is harmful for healthB auses ba& pain spondelytis

f The sellers laim its !ashableB apparently it is notg The mattress seems too ostly for its qualityh Retailer and manufaturer do not attend to the omplaint1*. Please rate the harateristis of different mattress in a 10 point sale 'eight 1D very heavy 10D very light

%olume 1Dvery voluminous 10Dless voluminous Prie 1Dostly 10Dheap

maintenane 1Deasy to maintain 10Ddiffiult to maintainCompression 1Dlo! 10Dhigh

Produt !eight volume maintenane ompression

Coir

Rubberi;edoir

7pring

Pure foam

13. )ording to you" !hat is the normal time period for replaing one-smattressE


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BIBLIOGRA)HY

633KS:

204485963 coir industry marketing

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