A

PROJECT REPORT

ON

SELLING STRATEGY FOR SELLING CUNSTUSTION

CHEMICAL IN AND AROUD PUNE.

(Services at distributors level and retailers satisfaction. )

FOR

POLYGEL INDUSTRIES PVT.LTD.

SUBMITTED BY

MANISH J. PATEL

P.G.D.M A.I.C.T.E. (2009-2011)

PROJECT REPORT SUBMITTED TO

University of Pune, Pune

In partial fulfillment of Requirements

For the Award of Degree of

P.G.D.M (A.I.C.T.E.)

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DECLARATION

I, the undersign, hereby declare that the Project Report entitled “SELLING

STRATEGY FOR SELLING CUNSTUSTION CHEMICAL IN AND AROUD PUNE.”

Written and submitted by me to the University of Pune, in partial fulfillment of the

requirement for the award of Post Graduate Diploma in Management. Marketing

Under the guidance of Prof. Mrs. SAYALI SHENDE is my original work and the

conclusion drawn therein are based on the material collected by myself.

Place: - PUNE MANISH JAGANNATH PATEL

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GUIDE’S CERTIFICATE

This is to certify that the project report entitled “SELLING STRATEGY FOR

SELLING CUNSTUSTION CHEMICAL IN AND AROUD PUNE.” Which is being

submitted herewith for the award of the degree of Post Graduate Diploma in

Management of University of Pune, is the result of the original research work

completed by MANISH JAGANNATH PATEL under my supervision and

guidance and to the best of my knowledge and belief the work embodied in this

Project Report has not formed earlier the basis for the award of any Degree or

similar title of this or any other University or examining body.

Place: - Pune Prof. Mrs. Sayali shende.

Date: - (Project Guide)

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APPROVAL CERIFICATE

This is to certify that the project report entitled “SELLING STRATEGY FOR

SELLING CUNSTUSTION CHEMICAL IN AND AROUD PUNE.” This is being

submitted herewith for the award of the degree of Post Graduate Diploma in

Management by Mr. Manish Jaganntah Patel. Of Sinhgad Technical Education

Society, Pune, is approved and is accepted in quality and form.

Examiner

Signature: _________________

Name: ______________________

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ACKNOWLEDGEMENT

Success is the result of inspiration, motivation, hard work and perseverance.

Nothing concrete can be achieved without optimal combination of inspiration and

perspiration. No work can be accomplished without taking guidance of the experts.

It is only the critiques from ingenious intellectual that help transform a product into

a quality product.

I am highly thankful to my guide, Dr.Prof. AJIT PATIL (Polygel

Industries Pvt. Ltd.) guidance during the course of completion of this project. His

valuable guidance, suggestions and support provides me just the right kind of view

desired to accomplish the task of completing this project. A great enthusiasm was

filled in by him and always proves a source of inspiration to me or indirectly for

the successful completion of this project.

Without the help and co-ordination of all of them this project could not be

completed.

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COMPANY CERTIFICATE

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Table of Contents

SR NO Particulars PAGE NO.

1. Preface.

2. Executive Summary

3. Research Proposal.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

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PREFACE

As a student of management in business administration, it is very important

to understand the practical way of doing work in an organization. The project

provides student the opportunity to study the market and try to correlate the

theoretical and practical aspects of working in a real business environment.

It gives me an immense pleasure to put my project on “SELLING STRATEGY

FOR SELLING CUNSTUSTION CHEMICAL IN AND AROUD PUNE.” It is

difficult for a common person to understand every aspects of the market. I have

tried to present it in a lucid manner through the language of common person so that

everyone may understand the complications in practice. Complications of projects

have been made clear by suitable data wherever necessary.

In all my modesty, I wish to record here that a sincere attempt had been made for

the presentation of this report. I also trust that this study will not only prove to be

academic interest but also will be able to provide an insight into the area of

working in Multinational companies.

This project report provides me a chance to study & analyze the practical aspects

of this subject. It enhanced my knowledge in this field, raised my standards &

logical thinking. This report also gave me the chance to improve my marketing

skills with. I have gained good knowledge from the experiences of all the

Management Professionals whom I had the opportunity to interact with this project

report added to my increased computer skills also.

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EXECUTIVE SUMMARY

The quantum of information we acquire out of this project would, hopefully,

raise the stock of reader’s knowledge, as well and would give them a chance to get

more acquainted the construction chemical industry. This project was done to help

Polygel industries Pvt. Ltd. For a better understanding of its retailers. In today’s

scenario apart from new retailers it is also important to take good care of its

existing retailers so that the organization can function efficiently. Since the

retailers have the ability to make or break the organization it is essential to make

sure that the retailers are content and overall atmosphere within the organization is

cordial. Efforts are taken not only to satisfy retailers but also to delight them.

Without having interaction with retailers it is difficult to know what exactly they

want. In present fast moving information technology oriented business world, the

information serves as food for healthy growth of any company. The most vital

function of management in an organization is to minimize the risk and uncertainty,

through effective decision making. Better decisions result from the effective and

timely utilization of right information about the dealers, retailers, consumers,

competitors and others.

The basic objective of the study was to understand whether the retailers are

happy to working with the organization and what are the necessary changes they

expect the management to make. Research instrument chosen was questionnaire

which was easy to fill & most of questions are closed ended & some of open

ended. The sample size was 60.

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THE INDIAN CONSTRUCTION CHEMICAL INDUSTRY

Construction chemical is one of the niche segments from the specialty chemical segment of chemical industry. Construction Chemicals are specialty products that are used in structures to increase their life, and also to impart additional protection from environmental hazards. Certain chemical products also help in minimizing the quantities of cement and water generally required during the construction. The Indian construction industry is very large and is important to various sectors of the economy. The construction industry received a fillip beginning FY03, with the government showing increased focus towards developing a strong and sound infrastructure setup in the country. With the present emphasis on creating physical infrastructure, massive investment has been planned during the Tenth Plan. The construction industry is playing a crucial role in this regard and is gearing itself to meet the challenges. It consumes 40-50% of the National Plan outlay and contributes 20% of GDP. The construction industry has had its fair share in the overall growth of the Indian Economy. With exciting prospects ahead, there is an increased emphasis on high quality construction requiring detailed designing, good workmanship, and the selection of appropriate building materials. Building structures would require protection from natural hazards and industrial corrosives and regular maintenance to sustain for a longer duration of time. Chemicals used in construction impart these qualities to structures.

Types of Construction Chemicals: -

Construction Chemicals can broadly be categorized into five groups:1. Concrete and Mortar Admixtures.2. Water Proofing Compounds.3. Floor Hardeners.4. Protective Coatings and Resins.5. Adhesives and Sealants.

In this report construction chemicals are defined as chemical compounds that are

added as such or in formulations to or on construction materials at the construction

site in order to improve workability, enhance performance, add functionality or

protect the construction material or the finished structure made out of it. They

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undergo chemical reactions (e.g., cross-linking) or physical changes (e.g.,

solidification from melt) during their application. The following groups of

chemicals will be discussed:

Concrete admixtures

Asphalt additives

Adhesives and sealants

Protective coatings

Worldwide, the construction industry contributes significantly to the global GDP,

and is one of the most important elements of every economy. Today's demands on

buildings, roads, bridges, tunnels and dams could not be met without construction

chemicals. The strength of concrete has risen dramatically due to the development

of construction chemicals. The diameter of a pillar needed to carry 100 tons was

reduced from 100 cm to 10 cm between 1920 and 2004. The cross section of such a

pillar is one-hundredth of what was needed in 1920. High-rise buildings must

provide maximum space on minimum ground.

The raw materials needed for the production of construction chemicals are

manufactured by the large chemical producers. Polymers are the most important

group of raw materials and are found in virtually every construction chemical

formulation ranging from adhesives to waterproofing treatments. The development

of new construction chemicals in many cases requires interaction of the chemical

producer, construction chemical manufacturer and end user.

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Protective coatings are the most important group of construction chemicals,

followed by adhesives and sealants, concrete admixtures and asphalt additives.

Construction chemicals will certainly gain importance in the future. While in some

regions, the construction of new buildings will predominate, the focus will shift to

renovation in the older economies. This will directly influence the usage patterns—

concrete admixtures are predominately used for new buildings while more

adhesives and sealants are consumed during renovation.

New Infrastructure Development and Newer Construction Aids and Techniques

Infrastructure development has been on full swing in the country with large scale investments planned in both public works as well as private development projects.  Large scale road lines constructions, highways and other public infrastructure projects have been initiated by the State and Central Governments. At the same time, private investments, especially in housing development have also increased due to the growing demand in the market. According to the analyst, "The construction techniques and aids are constantly changing, and with the constant efforts to reduce the total time for construction without adversely affecting the quality or workmanship; products that can help attain these criteria are likely to achieve a control position." Such a trend would boost the market mainly due to its increased acceptance.  The impact of this driver is expected to remain high for the entire forecast period. In the long term period, high volume demand is expected mainly due to certain large scale projects like Golden Quadrilateral highway, and metro development projects planned by the Government. Contractors and builders have considerably cut down on the ‘under-construction’ time by using new chemical technologies and construction aids. This has led to decrease in the overall operational expenditures and also improved the construction quality. Though such formulations have been limited for use in only large-scale infrastructure projects like highways, bridges and up market private constructions, it is expected that admixture usage will slowly pick up in all the other construction areas as well.

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There have been some important admixture solution introductions into the Indian market that have been accepted well and such a trend has given tremendous boost to the market. During the forecast period as well, new technologies are expected to be introduced at a regular interval auguring well for market growth.

Selective Mergers and Acquisitions to Help Industry Consolidation

The last few years have indicated trends suggesting that the growth area are admixtures and repair system products. Increase in manufacturing activities and industrial growth is expected to trigger higher usage of flooring compounds. Companies should look to develop application based products. Brand building will prove to be the most fruitful exercise for the companies. Increase in user and application friendly products will grow faster than traditional products.  Value added products will be a focus area for sustained growth and selective acquisitions and mergers, industry consolidation, will enhance product portfolio and expanding market reach enables companies to avoid committing time and money to R&D and getting regulatory approvals.

`Construction Chemicals` is a generic name assigned to describe a wide range of chemicals that are used in pre and post-construction stages. Construction chemicals are used as an additive to concrete/mortar or as an application on masonry surfaces. These chemicals modify and enhance the properties of concrete in fresh and hardened state. A large variety of formulations and chemistries are used for diverse applications during both pre and post-construction stages in order to impart special properties to concrete structures. For the sake of convenience, construction chemical market can be segregated into, Admixtures, Flooring Compounds, Repair & Rehab and other products. (Examples are Grouts, Adhesive, and Substrate support, Water Proofing Compounds etc.)

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The Indian Construction Chemical Industry.

The Indian construction chemical industry, termed as a `sunrise industry`, is already showing colours but is yet to blossom fully. The construction chemical industry in India is growing at a rapid pace. Easy adaptability to foreign technology and the entry of foreign companies in the construction sector have helped to change the mindset of the people that has eventually resulted in quicker growth of the construction chemicals sector. Further, in case of several projects funded by multilateral agencies like the ADB and World Bank, the use of construction chemicals is mandatory. However, the practice of employing unskilled workers in construction activity is still hampering the growth of the sector, as construction chemicals are sensitive products and its use requires basic technical expertise.

The size of the industry is relatively small with an annual turnover of around Rs. 300 crore. There are far too many players in the sector with the unorganized sector contributing substantially.

The market for construction chemicals can be divided into buildings and infrastructure projects like roads, bridges and dams. In case of buildings there is new construction as well as renovation and rehabilitation of old buildings. This sector is mostly catered by the unorganized sector. Similarly, in case of infrastructure projects too there is repair and renovation of existing structures Challenges facing the industry are price sensitive markets cheap substitutes. The user awareness in the country is fairly low at present and the unskilled laborers are again a major restraint to the growth of the industry. But the upside of the story is that the demand for such products is typically linked up to new construction activities taking place and this is expected to drive the market in future.

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COMPANY PROFILE

Since inception in 1997, Polygel has grown from a single product Cable Gel manufacture to a multi- product speciality & performance chemicals company.

Polygel’s product are used for consumer and diverse industrial applications like Telecom Cables, Surface Coatings, Synthetic Fibers, Engineering Plastics, Automobile Engineering industries and enjoys a leadership position in domestic & international markets, in its chosen market segments.

Polygel Technologies is a young and dynamic organization manufacturing Specialty Chemicals. The company is the Market Leader in Telecom Cable gels in India and Middle East and has established a strong Brand name within a short span of 5 years. POLYGEL products are also being exported to Europe, Middle East, Asia and Far East and enjoy the preference and premium from most discerning customers.

The group's core business philosophy is "Recognizing the specific needs and delivering tangible value to our customers". With this deep rooted customer oriented philosophy we at Polygel Technologies strive on a continuous basis to identify opportunities for adding value to our customers' businesses. Innovative packaging, warehousing and inventory control schemes have been designed in an effort to provide end to end solutions for some of our customers.

So far, our efforts and support of our valuable customers have successfully established us in following diverse market segments with focused product groups:

1. ADHESIVES & SEALANTS & CONSTRUCTION CHEMICAL. 2. Organic Titanate for WIRE ENAMELS, PAINTS, PRINTING INKS AND COATINGS 3. 2 mercaptobezimedazole for NYLON TYRE CORD ADDITIVES AND RUBBER CHEMICALS.4. Cable gels for TELECOMMUNICATION CABLES

Our manufacturing facility is located in Silvassa, near Mumbai, Western India and is equipped with Hi Tech process and Quality Control equipments. Our quality processes and systems like ISO-9002, GMP, and Kaizen etc. help us achieve product consistency every day and every time. A competent team of Scientists,

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Production Engineers, Chemists and Application Engineers complement our facilities and processes to make best use of them in favor of our customers.

We are confident of maintaining our record of past achievements in newer areas with innovative solutions for our customers, by thoroughly understanding the specific applications and carefully engineering the products to suit them.

Polygel’s advantages are focused approach and in-depth knowledge of the applications domain.

Polygel is committed to creating value for shareholders while pro-actively seeking improvements in the environment and the occupational health and safety of its employees while being a responsible member of the community.

Vision StatementPolygel aspires to be globally recognized research driven Specialty Chemicals Solutions provider. To be the preferred partner in its chosen area of business, by delivering visible value enhancement to its customers.

Mission StatementPolygel will relentlessly work towards achieving excellence in quality and cost effectiveness by.

Core Values The operating structure; policies, business plans and overall objectives of Polygel will be based and guided by following core value system.

1. Knowledge: Polygel is a continuously learning organization, believing in sharing our knowledge.

2. Integrity: Honesty, Meritocracy and transparency are the underlying principles in carrying out all the functions of the company.

3. Respect for Individual: Each member of Polygel family is recognized as an invaluable asset to the organization.

4. Commitment to Organization's Objectives: At Polygel, organization objectives supersede all other individual priorities or preferences.

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5. Cost Effectiveness: Being cost effective is not a part of business need at Polygel, but, individual consciousness and way of life.

6. Sharing Prosperity: Growth and prosperity is result of team performance and not individual efforts, hence, Polygel believes in fairly sharing the fruits with all.

Social and Ethical responsibility of Polygel Technologies is addressed towards all interest groups who are identified as:

a). Society in General: Polygel recognizes its responsibility towards society and obligations towards environment protection. It treats this at par with concern for profitability. Polygel will benchmark our safety and environment management practices in accordance with Government regulation and international practices.

b) Employees: Ethical responsibility towards employees shall be discharged on following guidelines:

Uphold egalitarian values at work. High concern for health and safety of employees. Balance between work and family life. Provide growth opportunities by enhancing knowledge and training.

c) Government: We believe that the regulations implemented by the Government are in the best interest of the country and therefore, we will fulfill our obligation towards the nation by:

Abiding by the law of the land. Paying taxes and dues fully, timely and honestly.

d) Business Associates: Polygel believes in nurturing relationship with Customers, Vendors, Bankers, Shareholders, Creditors, Channel Partners etc. based on partnership and win- win approach. Polygel will be maintaining a system to review measure and take corrective actions on periodic basis on "Social Responsiveness" level of the company.

Demand Drivers: Major users of adhesives are the packaging, automotive, construction(Housing, commercial buildings and organized retail) and furniture (plywood, veneers,

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Laminates, MDF) industries. Following are the brief of the sectors mentioned above:

Plywood veneers and laminates: A big chunk of adhesives produced is consumed by plywood, veneers and laminates sector. Indian plywood and veneers industry is as big as Rs 80 bn and the laminate industry is almost Rs 30 bn. The industry is growing at a rapid pace of 10-20% per annum. Approximately 600 units are currently functioning all over the country. Share of unorganized sector in plywood is 80% and in laminates around 50%. Most Indians prefer furniture custom-made by local carpenters but as India is getting richer, particularly in urban areas, demand for mass produced fancy furniture is on the rise, on the back up rising income levels. Households with annual earnings greater than Rs 10 lakhs are expected to grow from 0.8mn in 2002 to3.8 mn in 2010. India’s disposable income is poised to grow at 50% from USD 203bn to USD 322 bn in the next three years. This provides tremendous growth potential in the plywood, veneers and laminates industry as the players are yet to penetrate majority of the market, which in turn provides huge opportunities for adhesives industry.

Packaging: (Global Scenario) - Packaging is another industry which gives rise to the demand of adhesives. The packaging industry consumes adhesives in containers and flexible packaging. While this industry uses many types of adhesives, hot-melt products are expected to grow most quickly, because they are particularly suitable to modern, high-speed processes. Global packaging industry is valued at around US 424 bn. Western Europe and North America is the largest packaging markets, accounting cumulatively for 58% of the global industry.

Indian Scenario: The size of the Indian packaging industry is estimated around USD 14bn, growing at more than 15% annually. India’s per capita packaging consumption was less than USD 15 against the global average of USD 100, which is nearly a seventh of the global average. With the Indian economy is projected to achieve at 7.5% GDP growth, the packaging industry is expected to double its growth to around 25%.

Housing: New applications in construction represent huge potential markets. Floor systems can be adhesively bonded to support joints, adding increased strength and rigidity. Interior wallboard and paneling can be adhered to studs, providing wall surfaces free from blemishes caused by nail or screw heads. Structural sealants can be used to hold curtain wall panels and insulating glass units in place, sometimes without accompanying support from mechanical fasteners. Research indicates an increased demand for permanent, non-slum houses across India driven primarily by

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the growth in population, urbanization and income. India is the world’s fourth largest economy in terms of purchasing power parity. According to estimates, the Indian middle class will spend an additional USD 420 bn during the next four years. With growing aspirations, the demand for houses is expected to remain robust. An increasing demand for housing has led to a growing market for construction paints and chemicals such as waterproofing material; repair materials viz crack filling, rust remover etc; tile fixing solutions; floor hardener etc.

Commercial Buildings and Organized Retail: About 80% of the demand for office space is driven by IT/ITes sector. India has over 3,000 IT service providers. The IT industry has grown by 21-24% in 2007-08 and it is further expected that the industry (IT/ITes) is likely to grow with the same pace to touch USD 50 bn by 2008-09. The total demand for commercial buildings is expected to increase to 500 mn sq. ft. over the next decade. Organized retail segment is also growing at a rapid pace, increasing it share from 4% of total retail sales 2006 to approximately 5% in 2007. This has increased the demand for retail space. Mall space, for instance, has increased from meager 1 mn sq. ft. in 2002 to 40 mn sq. ft by 2007 and expected to touch 200 mn sq. ft by 2010. Estimates suggest that organized retail segment will account for 12-15% of total retail sales by 2011.Growing office spaces and organized retail will lead to an increased demand for adhesives & sealants and construction paint and chemicals.

Automotive Industry: The automotive market also offers significant potential for newOpportunities. Adhesives are already used for interior applications such as bonding decorative trim and carpeting, and sealing doors and windows and for exterior applications including vinyl roofs and side moldings. Increased use of polymer composites will lead to increased adhesive consumption. Even in conventional metal construction, adhesive usage is expected to increase to overcome the problems of corrosion and vibration noise associated with mechanical fasteners and spot welding. The aerospace industry is also using increasing amounts of adhesives and sealants for essentially the same reasons as the automotive industry. Additional opportunities exist for products suitable for use in high-temperature applications near engines, and for products able to withstand the increased stresses resulting from higher traveling speeds.

Growth in other sectors: Growth in the sectors like Hospitals (the size of Indian Private health care sector is expected to get

doubled from current Rs 690 bn to Rs 1,560 bn by 2012, with a healthy CAGR of 31%),

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Hotels (over 1,50,000 new hotel rooms to be added in next five years), Footwear (domestic market growth estimated to increase from 1.5 billion

pairs in 2000 to an estimated 2.3 billion pairs in 2009), Tiles (industry size in 2007 was Rs 75 bn which is expected to become

Rs 114 bn by 2010 with a strong CAGR of 15% on the back of strong growth in residential, commercial and retail real estate)

Engineering, textiles, paints etc. also give rise to the demand of adhesives and chemicals boosting the sector.

Outlook: India’s per capita income grew nearly 12% from Rs 29642 in 2006-07 to Rs 33,131 in 2007-08. By 2010, the top 50 Indian cities will enjoy a gross income exceeding USD 20 bn, comparable some of the largest cities in US today. With these enhanced incomes, more Indians are opting for lavishly furnished houses which are creating the demand for new houses, malls and fancy furniture’s giving boost to plywood & veneers, housing segments. Thus, requirement for adhesives and sealants are rapidly growing to cater the increasing requirements of the above segments. Growth in the organized retail, hotels, hospitals, engineering, textiles etc also will contribute for further growth of industry in the years to come.

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Our Network:-

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Distribution Channel:-

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CompanyWarehouse

C & F Agents

Distributor Retailer Customer

Products: -

.

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Product Application of Product:-

For Furniture, For Enamels, For Footwear, For Automobile, For Construction

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Epoxy Flooring Industrial Floorings for Automotive & Engineering, Pharmaceutical & food, Electronic, manufacturing units.

Architectural Paints & CoatingBeing the leading Coating Applicator, TAJ HI-TECH is a well name known in the Chemical construction.

Silicone Coating Water repellent coating for building, bridges exteriors.

Anti Corrosive Coating Anticorrosive treatment for M.S pipes, Metals, steel water tanks etc.

Water Proofing High quality water proofing that last long.

Cable Painting for Cable Stayed Bridges Quality cable painting that provides protection against corrosion.

Joint FillingExpansion joint sealing and window/door sealing.

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GroutsGrout is used to fill the space between the concrete conjunctures and to support them. Grout can be water-resistant. However, water or other liquids will most likely penetrate the joint and reach the backing. There are three major classifications of grouts

1. Portland cement based grouts 2. Epoxy-based grouts 3. Furan resin grouts

Of these three, there are two basic types: sanded or non-sanded. Sanded grouts should be used when grout joints are 1/8" or larger. Non-sanded grouts should be used in a joint 1/8" or smaller.

Caulking - Type of GroutThere is a very popular

type of grout in this class that includes the caulking type of grout that is available in tubes squeezed by hand or designed for use in a caulking gun. These grouts can be very close to the color of Portland cement grout in the installation.

Adhesive  Adhesives are designed for fast, precision bonding applications and will simplify processes that require critical alignment or exact positioning.

Cement SlurryThis adhesive is mixed using cement, sometimes sand, and water to form a trowel able or brush able consistency. Generally, this mixture

can only be used on a substrate or mortar bed that is still plastic or uncured. The use of this adhesive is sometimes called wet-set and was the method used to bond conjuncture prior to the invention of thin set. While an old method, it is still used today and is still a very good one.

Organic AdhesiveOrganic adhesive or mastic can be used on floors and walls. It is used like thin set to bond tile directly to a backing or substrate. However, special precautions must be followed in their use. These products are a pre-mixed adhesive that is commonly packaged in pails or other watertight containers. They can be categorized in two types.

Houses, apartments, factories, offices, schools, roads, and bridges are only some of the products of the construction industry. This industrys activities include work on new structures as well as

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Sanded grouts  Grout joints 1/8" or larger

Non-Sanded grouts  Grout joints 1/8" or smaller

Type 1 mastic 

For floors and walls either wet or dry

Type 2 mastic 

Is generally used for dry wall use only

additions, alterations, and repairs to existing ones. (Some government establishments do the same work and employ a significant number of people, but information about them is not included in this statement).

The construction industry is divided into three major segments.

Construction of buildings contractors, or general contractors, build residential, industrial, commercial, and other buildings.

Heavy and civil engineering construction contractors build sewers, roads, highways, bridges, tunnels, and other projects.

Specialty trade contractors are engaged in specialized activities such as carpentry, painting, plumbing, and electrical work.

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Modern building constructionModern building envelopes do not `breathe` like their counterparts of the past. In the 1940s, it took 30 weeks and 2,400 hours of on-site labour to build a house. The average size for a new home was 800 square feet. Four decades later, construction time dropped to 8 weeks with only 800 on-site hours, while the average size had grown to 1,230 square feet. Not only is the change implied on the time phase but instead has re-shaped the entire building industry. The truth certainly is that new homes are better built, better designed, and use better materials, products and systems than ever before.

Today`s professional builders understand building science and know how to build a home that not only looks good, but is also well constructed and great to live in. Today`s new homes are bright and comfortable all year-round, safe on energy costs and have good indoor air quality and take full advantage of the many advances in building products, materials and systems. And to top it off, a new home is carefully crafted with attention to the details-both what you can see and what you cant. Builders use a variety of efficient construction technologies to achieve unparalleled quality and performance.

Other most important changes that has occurred during the past several decades is that the home building process has been steadily moving away from the building site. At one time, homes were built entirely from scratch, with the builder and the construction team personally fabricating everything on-site.

Today, an entire industry is dedicated to pre-manufacture building components from floor joists and roof trusses to kitchen cabinets and interior trim. The components are made in factories to precise specifications and then shipped to building sites where trained building crews install them. The benefits of using pre-manufactured components are numerous. These materials and products are manufactured under strict quality control and conform to national standards. That means easier installation and fewer rejects.

It also means consistent quality and performance for homeowners. Furthermore, prefabricated components can be brought in as they are needed and installed immediately. This eliminates lengthy on-site storage and potential damage from rain, snow and sun. A well-trained and diverse labor force has further reduced construction time. Today, building is a team effort involving more than 30 trades (or 109 people on average) with specialized expertise. The builder is at the center of the entire process, managing the team and working with customers to ensure quality and satisfaction at every step of the way. Also the construction fraternity has almost broken the shackles of being listed as unskilled class thanks to vocational degrees on construction management. Further Automated tools have also increased efficiency on the construction site.

Now as per the genre of the modern construction the building works are classified in the categories mentioned beneath.

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Competitor Analysis

There are three major players in the market of adhesive and construction chemicals in Puna.

1. Pidilite2. Huntsman Advanced Material (Araldite)3. Polygel

These company share the market in following ratio

Industry Market Share (%)

Pidilite (Dr. Fixit) 50%

Huntsman Advanced Material (Araldite) 30%

Polygel 20%

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50%

30%

20%

Market SharePidilite (Dr. Fixit)Huntsman Advanced Material (Araldite)Polygel

SWOT ANALYSIS

STRENGTH

Better service after sales force.

Sales force compensation plan.

Company image.

Door to door selling strategy.

Continuous innovation.

Sales force planning & development.

Brand loyalty.

WEAKNESS

Less Variety of products.

Distribution channel is not upto the mark.

Insufficient advertisement (electronic media)

Guarantee period is less than competitors.

Company is not famous in all over India.

After sales service is not up to the mark.

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OPPORTUNITIES

It can penetrate the rural market because of the low cost

product.

Use Scott.No.1 as a brand name.

It can achieve first rank by capturing more market share by

improving in services.

THREATS

Similar product available with cheaper price.

Better Service of Competitors.

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RESEARCH PROPOSAL

Name: Manish J. Patel

Reg. No.: SBS 933663

Mobile No. 9595086182 E-mail id: patel.msagar@gamil.com

(SUMMER INTERNSHIP PROGRAM)

I. Project Details:

Title of the project: “Selling strategy for selling Construction Chemical in and around.”

Area of the work: PUNE District.

II. Purpose of the study:

To gather suggestions how Polygel can develop its lacking area towards its attempt to become a premium brand.

What is the brand value of Polygel in the market? Price and Quality of Polygel is favorable or not towards its attempt to become a

premium brand

III. Research design

I will do the primary research. I will personally meet them at their shop or work field. The personal interviews are generally expected to last between 10-15 minutes. I will gather data from a sample of respondents by employing a questionnaire.

IV. Sample design

The sampling will be selected on probability basis i.e. Simple sampling.The sample will be a survey of 60 individuals located at PUNE.

V. Data processing & analysis

After collecting primary data through questionnaire, I will analyze this by using chart, graph, with the help of MS-excel.

VI. Report Preparation

A written report will be prepared.

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VII. Organizational Details:

Name of the organization: Polygel industries Pvt. Ltd.Address of the organization: L1, 205, The Great Eastern Galleria. Plot No. 20, Sector-4, Nerul (w)

Navi Mumbai- 400 706, India.

VIII. Name and Designation of Head of the Organization:

Mr. Dhirendra Choudhary. Director & CEO

IX. Company Guide(External Guide): Prof. Dr. Ajit Patil

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PURPOSE

The general purpose of this study is to determine the followings- To know what is the brand value of Polygel \products in the PUNE

Market?

To know Customers view towards Polygel Products and Services.

How Polygel can develop its lacking area to become a premium brand in PUNE market?

To create awareness among the customers about the need of some products and services which are in free of cost?

Do they need any other type of services expect the services provided by Polygel?

The improvement suggested for obtaining the customer satisfaction.

The project was all about to make a survey in Pune basically in Pune district.

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Data Analysis

1. Are you selling construction chemical of Polygel industry?(Please note previously this company was called PEAGASUS and the construction chemical brand name was SCOTT NO.1)

YES.NO.If yes continue.If No say thank you and terminate the interview.

Interpretation:- There are two distributors in Pune market for construction

chemicals. As graph represents both have loyal customers and selling 100%

polygel products.

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Yes 100%

Distributor 1

Yes100%

Distributor 2

Distributor 1Yes 30No 0

Distributor 2Yes 30No 0

2 From which of the following Distributor are you buying constructions chemical?

Suresh Bhai (owned by Suresh Bhai Parekh)Nairmal Marketing & Consultancy (owned by Datta Jorwar)

Interpretation:- It is nature of retailer that they will go for that distributor which

is cost effective for them. So, graph tells that 58% of polygel customer purchase

product form Suresh Bhai, because his customer relation is very good.

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Suresh Bhai58%

Nairmal Marketing & Consultancy

42%

Purchase of Construction Chemical

Suresh Bhai 35

Nairmal Marketing & Consultancy 25

3 I am reading out some parameters to know your level of satisfaction about Polygel products and services?

Please rate these parameters on a scale of 0 to 5. (0 being the least & 5 being the most)a) Frequency of visit of salesman.b) Easy in ordering.c) Prompt delivery.d) Sales return service.e) Payment facility.

Criteria/ Ranks Rank-1

Rank-2

Rank-3

Rank-4

Rank-5

a)     Frequency of visit of salesman.

15 7 13 13 12

b)    Easy in ordering. 10 9 16 10 15c)     Prompt delivery. 7 14 11 16 12d)    Sales return service. 9 18 10 12 11e)     Payment facility. 19 12 10 9 10

1510

7 9

19

7 914

18

121316

11 10 1013

10

1612

912

1512 11 10

Level of satisfaction about Polygel products and services

Rank-1 Rank-2 Rank-3 Rank-4 Rank-5

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Interpretation:- By analyzing (by mean) the collected data came to know that

customer prefer “Easy in ordering”, followed by “Frequency of visit of salesman”.

It so because these directly effects the business and customer handling.

4 I am reading a list of product categories sold by PEGASUS-SCOTT NO.1.(Please indicate the product categories which you are aware?)

a) Waterproofing Compound-Scott No.1- YES/NO.b) Plasticizers- Plast-o-mix- YES/NO. c) Sealants-Krackseal, Krackseal-XL- YES/NO.d) Protective Coatings- Zoriscott, Zoriscott EWC- YES/NO.e) Tile Fixing Plaster- Mix-N-Fix XL, FL, Colortilewala- YES/No.f) Interior Decorators- Wall Master, Scott wall Putty – YES/NO.

Criteria/ Condition YES NOa)     Waterproofing Compound-Scott No.1 8 4

b)    Plasticizers- Plast-o-mix 5 7c)     Sealants-Krackseal, Krackseal-XL 9 3d)    Protective Coatings- Zoriscott, Zoriscott EWC 4 5e)     Tile Fixing Plaster- Mix-N-Fix XL, FL, Colortilewala

6 3

f)      Interior Decorators- Wall Master, Scott wall Putty 3 3

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8

5

9

46

34

7

35

3 3

Product categories Used by PEGASUS-SCOTT NO.1 YES NO

Interpretation:- There are six major product which I have considered in which

“Sealant-Krackseal, Krackseal-XL” got highest sale followed by “Water proofing

compound”. In this product “Protective Coatings” has got lowest sale.

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5 I am reading a list of product categories sold by PEGASUS-SCOTT NO.1(Please indicate the product categories which you are selling?)

a) Waterproofing Compound-Scott No.1- YES/NO.b) Plasticizers- Plast-o-mix- YES/NO. c) Sealants-Krackseal, Krackseal-XL- YES/NO.d) Protective Coatings- Zoriscott, Zoriscott EWC- YES/NO.e) Tile Fixing Plaster- Mix-N-Fix XL, FL, Colortilewala- YES/No.f) Interior Decorators- Wall Master, Scott wall Putty – YES/NO.

Criteria/ Condition YES NOa)     Waterproofing Compound-Scott No.1 60 0b)    Plasticizers- Plast-o-mix 45 15c)     Sealants-Krackseal, Krackseal-XL 57 3d)   Protective Coatings-Zoriscott, Zoriscott EWC

25 35

e) Mix-N-Fix XL, FL, Colortilewala 58 2f)    Wall Master, Scott wall Putty 22 38

6045

57

25

58

22

015

3

35

2

38

Product categories Used by PEGASUS-SCOTT NO.1 YES NO

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Interpretation: - According to presented data “Water Proofing compounding

Scott No.1” is sold most followed by “Mix-N-Fix XL, FL, Colortilewala”. These

are the products which are commonly used in construction for water proofing and

dampness of roof and walls.

6 Would you please indicate the reasons behind not selling other PEGASUS products?(There could be more than on answer to this question)

a) Not aware.b) Service not up to the mark.c) Price Highd) Fewer margins for me.e) Product availability issues.f) The customers don’t ask for it.

Not aware. 7Service not up to the mark. 1

8Price High 1

0Fewer margins for me. 8Product availability issues. 6The customers don’t ask for it. 1

1

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Interpretation: - In this question tried to know, why retailers are not selling

company’s products and I came to know that “service level of distributors” are not

up to the mark along with lack of knowledge of product to the customers.

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Findings:-

Service of Distributors is not up to the mark.

Distributor sales persons are not fully aware of Polygel range of products.

Limitations:- The survey and research has been done only in Pune therefore,

the results shows the market position of Pune only result cannot be consider

as representative of Maharashtra or India.

The research emphasis on the customer’s perception so we cannot relate

with the sale of product.

Information given by some customer might be wrong.

Because of limited time available for collecting information it will not give

the clear picture.

I have targeted selected

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Suggestions:-

Company should provide training and development programmes to it distributors.

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Conclusion:-

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Bibliography

C.R.Kothari, ”Research Methodology, Methods and Techniques”, New Age International Publishers,’ Second Revised Edition,2004.

Philip Kotlar, “Marketing Management, Millennium Edition” , Custom Edition for University of Phoenix, 2005.

Polygel Technologies, http://www.polygelindia.com

Google, http://www.google.com

Wikipedia, http://www.wikipedia.com

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COVER NOTE:-

Dear Sir,

I am Manish J. Patel Student of Sinhgad Technical Education

Society, Pune. I am a management trainee doing serve for the Polygel industries

Pvt. Ltd. This serve is only for the academic purpose and this information only will

be provide to Polygel industries this information will be not provide to any

regulatory organization.

Issue List:-

1. To identify retailers who are selling Polygel Construction Chemical in and

around Pune.

2. To classify retailers on the basis of the source of supply that is whether they

buy from Suresh Bhai OR from Nirmal Marketing & Consultancy.

3. To find out retailers satisfaction on certain parameters like.

a) Frequency of visit of salesman.

b) Easy in ordering.

c) Prompt delivery.

d) Sales return service.

e) Payment facility.

4. Awareness of retailer on Polygel range of products.

5. To identify the most sold and the least sold product lines of Polygel

constriction chemical.

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Questionnaire:-1 Are you selling construction chemical of Polygel industry?

(Please note previously this company was called PEAGASUS and the construction chemical brand name was SCOTT NO.1)

YES.NO.If yes continue.If No say thank you and terminate the interview.

2 From which of the following Distributor are you buying construction chemical?

Suresh Bhai(owned by Suresh Bhai Parekh)Nairmal Marketing & Consultancy (owned by Datta Jorwar)

7 I am reading out some parameters to know your level of satisfaction about Polygel products and services?

Please rate these parameters on a scale of 0 to 5. (0 being the least & 5 being the most)

a) Frequency of visit of salesman.b) Easy in ordering.c) Prompt delivery.d) Sales return service.e) Payment facility.

8 I am reading a list of product categories sold by PEGASUS-SCOTT NO.1.(Please indicate the product categories which you are aware?)

a) Waterproofing Compound-Scott No.1- YES/NO.b) Plasticizers- Plast-o-mix- YES/NO. c) Sealants-Krackseal, Krackseal-XL- YES/NO.d) Protective Coatings- Zoriscott, Zoriscott EWC- YES/NO.

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e) Tile Fixing Plaster- Mix-N-Fix XL, FL, Colortilewala- YES/No.f) Interior Decorators- Wall Master, Scott wall Putty – YES/NO.

9 I am reading a list of product categories sold by PEGASUS-SCOTT NO.1(Please indicate the product categories which you are selling?)

g) Waterproofing Compound-Scott No.1- YES/NO.h) Plasticizers- Plast-o-mix- YES/NO. i) Sealants-Krackseal, Krackseal-XL- YES/NO.j) Protective Coatings- Zoriscott, Zoriscott EWC- YES/NO.k) Tile Fixing Plaster- Mix-N-Fix XL, FL, Colortilewala- YES/No.l) Interior Decorators- Wall Master, Scott wall Putty – YES/NO.

10 Would you please indicate the reasons behind not selling other PEGASUS products?(There could be more than on answer to this question)

a) Not aware.b) Service not up to the mark.c) Price Highd) Fewer margins for me.e) Product availability issues.f) The customers don’t ask for it.

Name Of the retail store: - ____________________________________________Name of the respondent: -_____________________________________________Position/owner/manager/salesman:-_____________________________________Address of the retail store:-____________________________________________Land Line No.______________________________________________________Mobile No.________________________________________________________

.

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