A PROJECT REPORT ON ANALYSIS ON BRAND PERCEPTION & MARKET MAPPING OF TOTO LTD.

AT KOLKATA om 10th March To 5th May Fr ro

SRM SCHOO OL OF MA ANAGEM MENT

KATTANKULATHUR-6 603203 EEPURAM DISTRICT D KANCHE T TAMIL NADU U

UNDERTHE T GUIDANCEOF SUBM MITTEDBY PROF.S.A ARUNKUMAR R RAVI INDRAKUMARSINGH SRM,SCH HOOLOFMAN NAGEMENT REG. .NO.3508048 85 CHENNAI. MBA SESSION200810

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A PROJECT REPORT ON ANALYSIS ON BRAND PERCEPTION & MARKET MAPPING OF TOTO LTD. AT KOLKATA From 10th March To 5th May.

Under the Guidance of:

Mr. Saket Sinha Area Manager, Toto

Submitted By
Ravindra kumar singh

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INSTITUIONALCERTIFICATE ThisistocertifythatthisprojectentitledhasbeencarriedoutAnalysison BrandperceptionandmarketmappingofTOTOltd.byMr.Ravindrakumar singh,Regno.35080485,astudentofManagementofBusinessApplication withspecializationinMARKETING,session20082010ofSRM,Schoolof management,kattankulathur,Chennai.

Itisalsocertifiedthatthisprojecthasnotbeensubmittedanywhereelsefor theawardofManagementofBusinessApplication.

Dr.JaishreeSuresh Prof.S.ArunKumar(Dean) (ProjectGuide)

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BONAFIDE CERTIFICATE

Certified that this project titled "Analysis on Brand perception and market mapping of TOTO ltd.. is a bonafide work of Mr.RAVINDRA KUMAR SINGH (Reg no:-35080485) who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate.

Signature of the guide:

Signature of HOD:

Signature of the External Examiner:

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ABSTRACT

This project is a study about the customer awareness towards sanitary wares of TOTO ltd. The study helps to find new target groups, which may help the improvement in performance of the customer.

The findings have been that there is no significant relationship between the aforementioned hypotheses. There is also relation between the educational qualification of the respondents and the awareness towards Sanitary wares

The respondents are willing to take moderate risk while competition iz very high amongst sanitary wares. The overall picture states most of the respondents doesn't have the complete knowledge about the sanitary wares market . So the customer should be educated about the sanitary wares market.

There is also difficulty for the respondents to monitor the market regularly which many of the respondents are not willing to do. So the company should create awareness of sanitary wares and winning the confidence of the customer. ~5~

ACKNOWLEDGMENT It is with deep gratitude, that we would like to express our sincere thanks to Mr. Saket Sinha, Area Manager, ( East) Toto ltd. a sanitary ware company and Mr. sanjay arora. ManagerBusiness Development, for giving us the opportunity to pursue our project in this reputed organization and to provide us a real market overview which helped us to understand the market in a real way and also helping us by visiting the market once with us. We are also thankful to each and every people of TOTO Ltd. Who have supported us throughout our project work and helped us at each and every step for its successfulcompletion. IwishtoconveymydeepsenseofgratitudetomyprojectguideProf.S.Arunkumar withouthiskindcooperationmyprojectreportwouldnotbeinsuchashape.Iam fortunatetohaveanopportunitytostudyunderhisableguidance. Last but not the least, we are also thankful to our parents and all our friends and collegues who have been a constant source of inspiration during the project work and to all those who have inspired me all the way through my projectwork. Ravindra kumar singh

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CONTENTS

Chapter

Topic List of Table and Charts

Page No. 7

1.

Introduction 1.1 Outline of the project 1.1.1 Preface 1.1.2 Objective 1.1.3 Research Methodology 1.1.4 Research process 1.1.5Market research 1.1.6 Sample Design 1.1.7 Limitation 1.2 Company profile 5 10 11 12 13 15 16 17 18 19 12-14 22-23 24-25 26-39 27-39 40 41-42 43 43

1.2.1 Corporate Value 1.2.2 TOTO Mission 1.2.3 Manufacturing Base 1.2.4 Distribution channel

2.

Data Analysis and Interpretation 2.1 Tables & Figures 2.2 Statistical Tools 2.2.1 Weighted Average 2.2.2 ANOVA

Summary and Conclusion

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3.1 Facts and Findings 3.2 SWOT Analysis

45 46-47

3.3 Suggestion and Recommendations 4 Questionnaire 4.1 Questionnaire for Dealer 4.2Questionnaire for Architects/Builder 5 6 Bibliography Annexure

48 49-56 50-52 53-56 57 58-69

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LIST OF TABLE AND CHARTS

Tables and Charts: 1. 2. 3. 4. 5. 6. 7. Brand Awareness among dealers Brand Awareness among Architectures/Builder Brand awareness among Hotels Demand of different brands Perception of brand TOTO Class of Customer for TOTO Product Parameters of Preference of different brands 7.1 Parry ware 7.2 Hind ware 7.3 TOTO 7.4 Other Brand 8. Investment in promotional activities 9. Percentage of counter coverage of different Brands 10. Grading of Dealers in Kolkata.

Page No. 27 28 29 30 31 32 33 34 35 36 37 38 39 40

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CHAPTER-1 INTRODUCTION

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PREFACE

Indian industries are waking up to the challenges thrown by the market economy. To survive in the highly competitive market, managers are being pressurized to improve the quality, sales, market share, cutting the cost and increase productivity. With the liberalization and globalization the economy has opened up almost in each and every sector. The companies are working hard to survive in the market and for the companies are forced to bring better and differentiated product in the market. The companies are following aggressive strategies for having a competitive edge in the market. The advertisement has become and important tool for attracting the customers towards the product. The advertisement has become a source of information in todays scenario. The buzz word of todays scenario is customer delight and the advertisement has shifted from showing the USP i.e. unique selling preposition to ESP i.e. emotional selling preposition. A need for knowing brand perception is much for designing the proper marketing mix. The different steps are being taken to improve the product line so that the product can be made available to the customers according to their needs. The companies are trying to cater the need of each and every customer and hence they are coming up with differentiated products and different promotional schemes so as to pull the customers towards them and are trying desperately for capturing the market share.

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OBJECTIVES

1. Toto is a well known company all over the world but is a late entrant in India i.e. in 2000. Therefore our 1st objective was to know the brand awareness of the brand TOTO and its perception among the dealers, builders, architect and other concerned parties. 2. Our 2nd objective was to create brand awareness about the brand Toto. 3. Since Toto is a product of premium quality which can be affordable to big projects and premium hotels, therefore our objective was to locate those projects and hotels where Toto can be used. 4. Our fourth objective was to locate the potential dealers who are capable as well as willing to take the dealership of Toto so that the company can increase its number of outlets. 5. To create awareness about its soon to open showroom at TOPSIA and also about its distribution channels in Kolkata. 6. To find out the various promotion techniques and procedures used by its national and international competitors. 7. To find out the brands with which TOTO has to compete in the Kolkata market and also to ascertain the scope of TOTO in this region.

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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. When we talk of research methodology we not only talk of the research methods but also consider the logic behind the methods we use in the context of our research studies and explain why we arent using the method so that research results are capable of being evaluated either by the researcher himself or by others. The purpose of this section is to describe the methodology carried out to complete the work. The methodology plays a dominant role in any research work.

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RESEARCH PROCESS

Review the literature

Formulate hypotheses

Design Research (including sample design)

Collection of data (execution)

Analyze the data

Interpret and report

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MARKETING RESEARCH

Marketing Research is the function that links the consumer, customer and public to the marketer through information- information used to identify and define market opportunities and problems; generate, refine and evaluate marketing actions; monitors marketing performance; and improve understanding of marketing as a process. There are different marketing tools for conducting the marketing research; with the help of these a researcher can know the actual scene of the market place. Therefore, with this information he can plan different strategies to capture the market. This information gives the company the correct picture of its products in the market. As for the program to be a success, we had to gather the information regarding the projects that were being under construction and would be completed in a year or two. For this We had to visit the sites where the construction were going on and had to gather information like the name of the project, the architect, the completion level of the sites and had to talk with people regarding the awareness and requirement level of the brand. All these information helped us to find out the amount of demand of the product in the market. As the project study was concerned with the institutional sales only henceforth we had only to cover the builders and designers, the malls and other big sites like all five and four stars hotels that were building up in the regions of Kolkata.

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SAMPLE DESIGN

DATA RESEARCH DESIGN FORMAT OF DESIGN TYPES OF QUESTIONNAIRES SAMPLE SIZE PERIOD OF COMPLETION AREA COVERED

Primary & Secondary data Exploratory & Descriptive research design. Unstructured form Open & Close ended 186 10th March to 5th May Kolkata

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LIMITATION
1. We do not have any list of the dealers, therefore we have to travel a lot in locating the dealers and that consumed more time also. 2. The chances of missing some of the dealers cannot be avoided. 3. Some of the dealers were defensive and did not respond to us. 4. Some of the dealers were not ready to give full information, therefore the data may vary. 5. In case of builders and architects, we found difficulty in getting the appointment because of absence of proper documents and Brochure of the company. 6. The builders and architects were very possessive about their current and upcoming projects, so most of them did not reveal about their projects. 7. The database of architects and builders that we were having was not updated and some address and contact number were changed, therefore we got problem in contacting them. 8. In east and north kolkata we had to face the communication problem. 9. Many architects and builders also turned down our request for appointment because of their unavailability and other such reasons, so we were unable to cover all the builders and architects. 10. In some cases we had to visit 2-3 times at the same site to meet the concerned person because of their unavailability which consumed our time. 11. Heavy rain and road blocks also affected our work.

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COMPANY PROFILE

INTRODUCTIONTOTO Ltd. was founded in 1917 as a manufacturer of ceramic TOTO Ltd., with it's expanded corporate vision is poised to move forward and provide products as well as services to improve the cleanliness, comfort and convenience of residential and non-residential spaces. TOTO Ltd. is also a company that is devoted to enhancing our lifestyle while preserving the purity of our environment.

1917 TOTO Ltd. established as Japans first manufacturer of vitreous china ware. 1920 TOTO Ltd. builds Japans first Tunnel Kiln. 1937 TOTO Ltd. begins manufacturing sanitary ware at Chigasaki Plant. 1946 TOTO Ltd. begins manufacturing faucets and metal fittings. 1958 TOTO Ltd. begins manufacturing FRP bathtubs. 1970 TOTO Ltd. develops Aqua-Electronics and begins manufacturing cast-iron bathtubs. 1971 The TOTO Ginza Pavilion showroom is constructed in Tokyo. 1977 P.T. SURYA TOTO INDONESIA joint venture in Indonesia is established. 1980 ROYAL TOTO METAL CO. LTD. joint venture in Korea is established. 1987 Established joint venture with KELIM TOTO CO. LTD. in Korea and The SIAM SANITARY FITTINGS CO.LTD. in Thailand. 1988 TAIWAN TOTO CO. LTD. joint venture in Taiwan is established. 1990 TOTO KIKI U.S.A. INC. is established as a sales base for the U.S. Market. 1994 BEIJING TOTO CO. LTD. joint venture in China is established. 1996 TOTO Marrow plant is established in Georgian; TOTO USA INC. relocates corporate headquarters to Atlanta, Georgia.

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CORPORATE VALUEWhen the founder and first president of TOTO, Kazuchika Okura, launched the company in 1917, he expressed corporate values as follows: The Company will take a service-minded approach toward contributing to the improvement of the cultural life of customers, and will be united in efforts to contribute to community. No matter how the times change, the TOTO corporate values remain constant and continue to form the bedrock of our operations.

TOTO MISSION
Living Environment Business. This is the corporate mission that TOTO is conveying to everyone in each area. Moreover, The Company continued to conduct research and development based upon the knowledge and experience gained through the water circulation business, and the field is now expanding past the daily living space of the home, to cities and to the world. KIZUNA PLAN The proposes new lifestyles over and above customer expectations, and deepen bonds with customers throughout their lives. RAKU AND RAKU PLAN It increases the amount of living space which customers in any situation will find easy and pleasant to use, not only in the home but throughout towns as well.

CLEAN TOWN PLAN The company conserve the environment, not only during the course of manufacturing the products, but through the use of products themselves. By achieving the three plans described above, TOTO is trying to grow as a Living Environment Business. The company will distribute the fruits of this growth to customers of Toto, their partner enterprises, shareholders, employees, and community.

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Q.A.S In order to provide products and services that satisfy the customer, The company make efforts to assure quality control at every stage in the process, from product planning and development through delivery, through a total quality management system that is based upon ISO 9001. It strive in particular to ensure the safety of products, and conduct thorough deliberations through Product Safety Review (PSR) structure QUALITY ISSUE

Product safety receives the highest priority during the development and manufacturing process at TOTO. In the unlikely event that a major quality issue due to a product flaw that might affect customer safety, or even when such a possibility is foreseen, the concern for customer safety supersedes all other considerations. We take measures to ensure safe usage by immediately serving notice in newspapers, at our website, and in other venues.

AFTER SALES SERVICE It is the issue where the company cares a lot so as to provide even greater customer satisfaction. The company provide repair services 365 days a year, and also make house calls, and are continuing to build a network to provide peace of mind to customers using different products of Toto.

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PRINCIPAL SUBSIDIARIES

TOTO Kiki (H.K.) Ltd. (Hong Kong); TOTO U.S.A., Inc.; TOTO Kiki U.S.A., Inc.; TOTO (China) Co., Ltd.; Royal TOTO Metal Co., Ltd. (South Korea); Kelim TOTO Co., Ltd. (South Korea); Taiwan TOTO Co., Ltd.; Nanjing TOTO Co., Ltd. (China); TOTO Dalian Co., Ltd. (China); Beijing TOTO Co., Ltd. (China); TOTO Beijing Co., Ltd. (China); TOTO Shanghai Co., Ltd. (China); Siam Mariwasa TOTO, Inc. (Philippines); The Siam Sanitary Fittings Co., Ltd. (Thailand); Siam Sanitary Ware Co., Ltd. (Thailand); TOTOKIKI (Malaysia) Sdn. Bhd.; P.T. Surya TOTO Indonesia; TOTO Industries (Atlanta), Inc. (U.S.A.); Bulthaup GmbH & Co. (Germany).

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MANUFACTURING BASES TOTO U.S.A., INC.

Morrow Plant 1155 Southern Rd.,Morrow,GA 30260 U.S.A. Lakewood Plant 1800 Murphy Ave.,S.W.Atlanta,GA 30310 U.S.A. Faiburn Plant 7700 Spence Road Fairburn, GA 30213 U.S.A. Ontario Plant 5351 East Jurupa St. Ontario, CA 91761 U.S.A. SOME OF ITS PRODUCTS ARE MENTIONED BELOW:

One piece toilets. Bidets. Urinals. Urinal sensor Hush valve. Thermostats. Bath & shower set. Single lever bath& shower Mixer & bath spout set Basin hand set Bath spout Shower tower

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IMPORTANT FACTS ABOUT TOTO It is late entrant in eastern region. Its distributor in eastern region is multiwyn design tiles pvt. Ltd. Its show room is coming in Topsiya, opposite Bengal Ambuja housing complex, near steel junction. How the product of Toto is different from other products? Toto tests its each and every product and applies census whereas other companies follows the sampling procedure for the testing of their product. Each & every product of Toto has 5 to 10 years guarantee as well as warranty. Its censor is on the tip of the faucets so there is no problem of censoring. In aqua auto faucets there is turbine which is produce electricity with the help of water pressure. Due to which durability of the battery increases & consumption of electricity decreases. Its expenditure in r& d. is half of the sanitary turn over of India. On same time one can use hand shower as well as bath shower. There are three layers of chrome coating so shining of the faucet is of very high quality.

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DISTRIBUTION CHANNELS

Its distribution channel is in 29 countries. 1.TOTO U.S.A., INC. Manufacture and sales of sanitary ware and sales of advanced ceramic products in the United States a. New York Office b. Orange office c. San Mateo Office d. Morrow Plant e. Lakewood Plant f. Fairburn Distribution & Assembly Plant g. Ontario Disturibution & Assembly Plant 2. TOTO (H.K.)LTD. Manufacture and sale of TOTO products in Hong Kong and southern China 3. TOTO (CHINA) CO.,LTD. Manufacture and sale of TOTO products in China h. Shanghai Sales Office i. Guangzhou Sales Office j. Choungqing Sales Office k. Xiamen Office 4. NANJING TOTO CO., LTD. Manufacture and enameled cast- iron and acrylic bathtubs 5. TOTO DALIAN CO., LTD. Manufacture of faucets 6. BEIJING TOTO CO., LTD. Manufacture of sanitary ware 7. TOTO (BEIJING) CO., LTD. Manufacture of sanitary ware 8. TOTO (SHANGHAI) CO., LTD. Manufacture of sanitary equipment-related products 9. TOTO EASTCHINA Co., LTD. Manufacture of sanitary ware 11. TOTO (GUANGZHOU) Co., LTD. Manufacture of sanitary equipment-related products

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13. TAIWAN TOTO CO., LTD. Manufacture and sale of sanitary ware l. Miaoli Plant 14. TOTO KOREA LTD. Sales of sanitary ware 17. TOTO Singapore Branch Sales of TOTO products 19. TOTO VIETNAM CO., LTD. Manufacture and sale of sanitary ware n. Hanoi Branch 20. SIAM SANITARY WARE CO., LTD. Manufacture and sale of sanitary ware 21. THE SIAM SANITARY FITTINGS CO., LTD. Manufacture of faucets 22. TOTO WASHLET (MALAYSIA) SDN. BHD. Manufacture of Washlets 23. P. T. SURYA TOTO INDONESIA Manufacture and sale of sanitary ware and faucets 24. TOTO LTD. New Delhi Liaison Office Sales of TOTO Products 26. TOTO Dubai Representative office Sales of TOTO Products 27. VORETO PLUMBING TECHNOLOGY CO.,LTD Manufacture of sanitary equipment-related products 28. TOTO BANGKOK Representative office Sales of TOTO Products 29. TOTO SANITARIOS DE MEXICO S.A.DE C.V

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CHAPTER 2 DATA INTERPRETATION & ANALYSIS

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DATA INTERPRETATION AND ANALYSIS

Table-1 BRAND AWARENESS AMONG DEALERS

Brand Awareness Aware Not Aware TOTAL

No Of Respondents (%) 19 81 100

CHART-1

BRAND AWARENESS AMONG DEALERS

aware 19% aware not aware not aware 81%

INTERPRETATION- As per the graph, out of 140 dealers only 26 i.e 19% are aware about the brand Toto.

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BRAND AWARENESS AMONG ARCHITECTURES/BUILDER

Table-2

Brand Awareness Aware Not Aware TOTAL

No Of Respondents (%) 41 59 100

CHART-2

BRAND AWARENESS AMONG ARCHITECTS/BUILDERS

Aware 41% not aware 59%

Aware not aware

INTERPRETATION- As per the graph, out of 32 Architects and Builders only 13 i.e 41% are aware about the brand Toto.

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BRAND AWARENESS AMONG HOTELS

Table-3

Brand Awareness Aware Not Aware TOTAL

No Of Respondents (%) 43 57 100 CHART-3

BRAND AWARENESS AMONG HOTELS

not aware 57%

aware 43%

aware not aware

INTERPRETATION- As per the graph, out of 14 hotels only 6 i.e 43% are aware about the brand Toto.

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DEMAND OF DIFFERENT BRANDS

Table-4

Demand of Brands Parry ware Hindware Kohlar TOTO Others TOTAL

No Of Respondents (%) 33 26 14 11 16 100

CHART-4
DEMAND OF DIFFERENT BRANDS

OTHERS 16% TOTO 11% KOHLAR 14% H/W 26%

P/W 33%

P/W H/W KOHLAR TOTO OTHERS

INTERPRETATION- As per the graph, regarding the demand of different brands in the market of Kolkata,out of 186 samples, Parryware, Hindware, Kohler, Toto and others are having demand of 60,49,26,21 and 30 respectively.

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PERCEPTION OF BRAND TOTO

Table-5

Classification of Brand Old established Highly expensive Affordable For special class TOTAL

No Of Respondents (%) 7 23 3 67 100 CHART-5

PERCEPTION OF THE BRAND TOTO

old established 7% highly expensive 23% for special class 67% affordable 3%

old established highly expensive affordable for special class

INTERPRETATION- As per the graph, the perception of TOTO as Highly expensive product is 42(23%), affordable is 5(3%), for special class is 126 (67%) and old established brand is 13(7%).

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CL LASS OF CUSTOM C MERS FO OR TOTO O PRODU UCT

Table-6 Classe es of Custom mer Hi igher Class Upper Class Middle Class All Total No of Respond dent (%) 10 35 25 30 100

CHART-6 6

ClassofCust tomer
35 30 25

10

Highe erclass

Upperclass

Middleclass

Allclass

INTER RPRETATI ION- As Pe er the graph it is mentio oned that ou ut of 100%, 35% upper r classes people and 30% of f all class of f people,25% % of middle e class of pe eople prefer r the TOTO O product ts.

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PARAMETERS OF PREFERENCE OF DIFFERENT BRANDS PARRYWARE

Table-7.1

Aspects of Parry ware Quality Price Availability Relationship with dealer Product Range TOTAL

No Of Respondents (%) 28 25 18 17 12 100 CHART-7.1

PARRYWARE

product range 12% relationship with dealers 17% availability 18%

quality quality 28% price availability relationship with dealers product range

price 25%

INTERPRETATION- As per the graph, in Parryware out of 186 sample size 52 samples pays more preference to quality.

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HINDWARE
Table-7.2

Aspects of Hindware Quality Price Availability Relationship with dealer Product Range TOTAL

No Of Respondents (%) 16 26 18 25 15 100 CHART-7.2

HINDWARE

product range 15% relationship with dealers 25%

quality quality 16% price availability price 26% relationship with dealers product range

availability 18%

INTERPRETATION- As per the graph, in Hindware out of 186 sample size 48 samples pays more preference to relationship with dealers.

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TOTO
Table-7.3

Aspects of TOTO Quality Price Availability Relationship with dealer Product Range TOTAL CHART-7.3

No Of Respondents (%) 49 20 0 24 7 100

TOTO

product range 7% relationship with dealers 24% availability 0% price 20%

quality price quality 49% availability relationship with dealers product range

INTERPRETATION- As per the graph, in Toto quality is the most important parameter which is mostly preferred i.e. 22 out of 45 samples.

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OTHERS BRANDS
Table-7.4

Aspects of other brands Quality Price Availability Relationship with dealer Product Range TOTAL

No Of Respondents (%) 12 36 18 23 11 100 CHART-7.4

OTHER BRANDS

product range 11% relationship with dealers 23%

quality 12%

quality price availability

price 36%

availability 18%

relationship with dealers product range

INTERPRETATION- As per the graph, out of 186 sample size 68 samples prefer other products because of its price in the market.

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INVESTMENT IN PROMOTIONAL ACTIVITIES

Table-8 Promotional Activities done by brands Parry ware Hindware Kohlar TOTO Others TOTAL No Of Respondents (%) 43 38 6 0 13 100

CHART-8

INVESTMENT IN PROMOTIONAL ACTIVITIES

TOTO 0% HINDWARE 38% KOHLER 6% OTHERS 13% PARRYWARE HINDWARE TOTO KOHLER OTHERS

PARRYWA RE 43%

INTERPRETATION- As per the graph, we can see that Parry wares investment in promotional activities is highest i.e. 78 out of 186 followed by Hindware in comparison to Toto.

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PERCENTAGE OF COUNTER COVERAGE OF DIFFERENT BRANDS

Table-9 Market share of brands Parry ware Hindware Kohlar TOTO Others TOTAL No Of Respondents (%) 34 27 8 4 27 100

CHART-9

PERCENTAGE OF COUNTER COVERAGE OF DIFFERENT BRANDS

OTHERS 27% KOHLER 8% TOTO 4%

P/W 34%

H/W 27%

P/W H/W TOTO KOHLER OTHERS

INTERPRETATION- As per the graph, the counter coverage of Hindware and others are 38 out of 186 and Parry ware is covering most of the counter in the market of Kolkata.

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GRADING OF DEALERS IN KOLKATA

Table-10

Grades A B C TOTAL

No Of Respondents (%) 18 34 48 100

CHART-10

GRADING OF DEALERS IN KOLKATA

A GRADE 18% C GRADE 48% B GRADE 34%

A GRADE B GRADE C GRADE

INTERPRETATION- As per the graph, out of 140 samples of dealers in Kolkata, dealers of Grade A is 25, Grade B is 48 and Grade C is 67.

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STATISTICAL TOOLS

ANALYSIS OF DEMAND OF DIFFERENT BRANDS FROM CUSTOMERS USING WEIGHTED AVERAGE METHOD Weights ------------Attributes RANK I RANK II RANK III RANK IV RANK V Mean score Weighted Average Rank

Parry ware Hindware Kohlar TOTO Others

33 x5 26 x5 14 x5 11 x5 16 x5

12 x4 15 x4 33 x4 25 x4 15 x4

15 x3 28 x3 20 x3 25 x3 12 x3

25 x2 7 x2 18 x2 28 x2 22 x2

15 x1 24 x1 15 x1 11 x1 35 x1

323 273 298 267 264

3.23 2.73 2.98 2.67 2.64

1 3 2 4 5

Inference: From the above table it is clear that brand Parryware is ranked first, Kohlar and Hindware which is ranked second and third respectively, it means customers demanded Parryware mostly.

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ANALYSIS OF CLASS OF CUSTOMER AND MARKET SHARE OF DIFFERENT BRANDS ANNOVA Higher class Upper class Middle class All class

Parry ware Hind ware Kohlar TOTO Others

5 3 2 0 0

18 12 2 1 2

10 8 4 1 2

1 4 0 2 23

H1-Class of customer are depend on market share. H0-class of customer are independent on market share. Xij Higher class Upper class Middle class All class 3 1 0 -2 -2 16 10 0 -1 0 8 6 2 -1 0 -1 2 -2 0 21 Ti 0 25 15 20 ni 5 5 5 5 Ti/ni 0 125 45 80 xij 18 357 105 450

T=60

N=20

250

930

Xij=Xij-2 Q= (Xij) - T/N Q=930 3600/20 Q=750

Q = (Ti/ni) -T/N

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Q = 250-3600/20 Q =70

Q =Q - Q Q =750-70 Q = 680

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ANNOVA TABLE

Source Variation Between samples

of Sum of Square Q=70

Degree freedom h-1=4-1 =3

of Mean square Q/h-1=70/3 =23.33

Variance Ratio F=Q/N-h/Q/h1 =42.50/23.33 =1.82

Within Sample

Q=680

N-h=20-4 =16

Q/N-h =680/16=42.5

Total

Q=750

N-1=20-1 =19

Calculated F value = 1.82 Tabulated F value at = 5% F5%(16,3)= 3.2389

Calculated F-Value< Tabulated F- value

INTERFERENCE: The Calculated value is 1.82 of F is less than the table value 3.2389, hence we accept th null hypothesis Ho at 5% level of significant and concluded that there is no relationship between class of customer and market share.

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CHAPTER 3 SUMMARY & CONCLUSIONS

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FACTS AND FINDINGS

We have come across some fruitful facts and findings, during our survey which are as follows. 1. As Toto is new entrant in the Indian market so the awareness level is less except few dealers and architects who were aware about the product to some extent. 2. Toto is not following the promotional strategies as compared to its competitors so the company is unable to position its product properly. 3. The pricing of Totos product is much higher than its competitors which another reason for its less demand. 4. Dealers and architects are not satisfied with the supply of Totos product. 5. Unavailability of price list, catalogue and other such documents are some issues which were required by dealers and architects. 6. Architects are interested in the company thus the company should be in contact with them. 7. Central and East Kolkata are two developing regions where the company should concentrate. 8. Dealers and architects are willing to see the samples of the product. 9. The breakthroughs made by TOTO in the field of technology can attract different reputed hotels which are looking forward for their renovations.

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S.W.O.T ANALYSIS

In order to get a good overview about the market trend and scenario general analysis is not enough, so we have also done a SWOT analysis.

COMPANYS STRENGTH Under mentioned are some strength of Toto, which could help it to achieve its target.

Companys concentration on niche marketing. Latest technology and several breakthroughs in the field of technology. Maximum investment in Research and Development. Reputation of the company as a multinational enables it to create a good image. Companys through effort in customer satisfaction. Companys entrance in many reputed hotels like ITC Sonar Bangle, Hotel Grand Oberoi and public places like Forum. Availity of good range of bathroom fittings and accessories under one umbrella. Companys huge distribution network worldwide which will help it to spread its product. OPPOURTUNITIES

There are some oppournities which the company shows avail in order to get maximum benefit.

Rapid growth in the sanitary ware market especially in the east and central kolkata. People are ready to pay price for good quality product. Not many international competitors except Kohler which would give it a stiff competition. Many ongoing and upcoming potential projects in the city. People generally prefer that product which they are well aware of, so Toto can penetrate the market with some effort. Hotels, architects and other such concerned persons are always looking forward for an advanced technology which is an expertise area of Toto.

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WEAKNESS The company is also having some weaknesses which might be the reason for companys less growth in this region.

The company is not having timely supply of its product which hampers its reputation. Unavailability of stock when demanded have raised some barriers in its growth in the market. Lack of promotion activities. Less contact with the potential dealers and architects in the city. Unavailability of brochures and cds which is demanded on time to time.

THREATS

Company must be aware of some threats in the market of Kolkata.

People are not willing to buy the expensive products which the company is dealing with. Company can face stiff competition from the Indian brand as well as local brand. In the Kolkata region buying habit of people is very difficult to change as they stick to a particular brand. Lack of marketing and promotional activities which may hamper its growth. Kohler and Roca could snatch some market share of Toto as they are presently doing well in the market.

~47~

SUGGESTIONS AND RECOMMENDATIONS

1. There should be regular communication between company and customer.. 2. POP material i.e. price of product and other important documents should be provided to the dealers. 3. The problems existing in the market should not be ignored and should be timely solved. 4. There should not be any problem regarding availability and supply in the market for that more counters should be captured. 5. The product range displays in the shops should contain the appropriate number of products i.e. the number of products displayed should be increased in the shop. 6. The company should improve its supply standards to satisfy its customers. 7. The company should invest on promotional activities to create awareness and position its products in the kolkata market. 8. The dealers are the one to have the direct interaction with the customers, so the dealers should be motivated to push the products of TOTO. 9. More attention should be paid on print media because; in kolkata region people have a good reading habit. 10. In its Brochure the company should provide complete details of the company like its history, technology, products, R&D, members etc. 11. Company should conduct some seminars, and other such community involvement which will help the company to make its presence in the market. 12. Service Infrastructure and customer care center should be opened. 13. Low range product should be introduced to cater the need and demand of the eastern market .

~48~

OUR CONTRIBUTION TO THE COMPANY.

Toto is not an ordinary name; it has gained much magnificent achievement in the field of sanitary wares and technology which makes it a wondrous dream company for many with which everybody wants to get their name attached. We got this golden opportunity in our summer training program where we have tried our best to make as contribution. Besides, under mentioned are some contribution which we think would help the company in carrying on its operations.

We have delivered our best to create the brand awareness in the market of kolkata about Toto and its product. We have put our best effort to know what are the loopholes in the imported products and the reasons for the preference of the people for the Indian brands. We have visited almost every dealer and architects in kolkata region. We have tried to provide all beneficial documents to the dealers and architects related to our company. We have also delivered some good recommendations to the company which we think would be beneficial for the company in the near future. We have provided the necessary informations regarding the concerned persons with whom the company could contact in near future.

Last but not the least; we have created interest in some distributors and builders who were previously not aware about Toto.

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CHAPTER-4 Questionnaire

~50~

Questionnaire for dealers Name of the dealer: Contact person: Address: Contact no: 1 Are you aware of brand Toto? Yes No

2. In Which brand you currently dealing with? 3. Which brand is more in demand in Kolkata market? . 4. Why you choose a particular brand? a) Customer demand b) Margin c) Price d) Quality e) Schemes f) Availability g) Service h) Others 5. What class of customer generally buy Totos product? a) Higher class b) Upper class c) Middle d) All 6. Why according to you a customer choose a particular brand? a. Price b) availability c) attractiveness d) advertisement e) others 7. What do you think about the company Toto? a) An old established co. b) affordable c) highly expensive d) A brand for special Class people

8. Do you have any current project?

~51~

Number Type Name 9. What type of product requirement is there in these products? a) Washbasin b) Bath tubes c) Urinals d) Shower evelosur e) Others 10) Name of the architect/plumbing contractor Name: Contact no: 11) Do you provide after sales service? 12) Number of staff: -

Area of shop (in square fts.)

Grading of the shop

~52~

Questionnaire for Architects/Builders

Dear Sir, I am conducting a market marketing mapping for the Toto Company and I would be very thankful to you, if you devote your prestigious time in filling in this form. Name: Location: 1. Have you ever heard about Toto?

a) Yes 2.

b) No

Do you prefer different brands for different project or selecting the same brand?

a) Different b) same 3. What are the deciding factors before selecting any brand? a Price b Durability c Attractiveness (shape, size, color, others) d Availability e Others

~53~

4. Can you tell something about your ongoing project?

a How many projects are you currently dealing with? 1 to 4 More than 4 b. What is the completion time of the projects?............. c. What kind of projects they are?
o o o o o

Housing Hotel Public institution Private institution Others

d What kind of products would you be requiring more while dealing with these Projects? o Washbasin o Bathtubs o Showers o Urinals o Others e) In which brand are you currently dealing in for sanitary ware? 1. 2. 3. 4. 5. Hindware Parryware Toto Kohler Others

~54~

5. No. Of bathrooms status. Indian style Western style .. 6. a. Which sanitary brand you like to prefer more? Parryware b) Hindware c) Toto d) Kohlar e) others

7. What are the reasons to prefer such brands? (1 is for lowest mark & 5 is for highest mark) P/W Others (a) Quality (b) Pricing (c)Product 1,2,3,4,5 (d) Relationship With dealers 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 range 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 H/W 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 Toto 1,2,3,4,5 1,2,3,4,5 Kohlar 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5

1,2,3,4,5

(e) Availability of stocks 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5 1,2,3,4,5s

8. Which brand provides after sales service? a) Parryware b) Hindware c) Toto d) Kohlar e) others

~55~

9. Which brands have regular update of product? a) Parryware b) Hindware c) Toto d) Kohlar e) others 10. Which brand is doing promotional activity? a) Parryware b) Hindware c) Toto d) Kohlar e) others 11. what the brands should do to do well in the project? a) More advertisement

b) More discount c) Quality d) More concentration on economic range e) Make the distribution channel effective f) Having good relationship

~56~

BIBLIOGRAPHY

Consumer behavior Research methodology Marketing Management Websites

: Schiffmans and Kanuk : C.R. Kothari : Philip Kotler : www.totoindia.com

www.toto.co.id

www.t oto.co.jp

www.google.co.in

~57~

ANNEXURE

~58~

BUILDERS/ARCHITECTS

Name of Architect/ Builder 1) Shiv Rai Nath

Address

Brands preferred

Contact.

Bengal Shelter Housing Developer Ltd. BA-2,Salt lake, sec-1

Parryware, Hindware 23377302

2) Anjan Kr. Dutta

Block HA,Plot no.333 Sec-3, Salt lake,Kol-91

Hindware,Jacob Parryware. Parryware

9830246599

3) Ashish Acharya

Transformation Group AA-127,Sec-1,saltlake Kol-64

23217320

4) Kalyan Kr. Dey

Salt Lake, Sec-3 Kol-91

Cera, Jacob

------------

5) Guru Ch. Das

Dr. Lal Mohan Bhattacharya Not Revealed Road, Kol-14

22440046

6) Sandeep Bose

Flat no.-10,12 Rowland rd. Kol-20

Hindware

24758110

7) Gaurav Sanghvi

79, Sambhu nath pandit st, Kol-20

Kohler, Hindware Parryware,Cera Not revealed

24556702

8) Debashish Roy

FMC Fortuna, 3rd floor 234/3A, AJC Bose rd. Kol-20

22838552

9) Barun Bhattacharya

24B, Park street, Kol-16 Depends on demand

22292665

10) Sudipta Samajhdar

NK Realtors,36/1A

Kohler, Parryware

9830014145

~59~

Name of The hotel

Address

Contact Person

Contact No.

Name of The Architect

1) Hotel Camac Plaza

Near Tapsya. police station Kol-16

Mr.Jeet ( Purchase manager)

9339192389

---------------

2) Hotel Circular

177/A.J.C. Bose road Kol-14

Manager

22841533

Not Revealed

3) Hotel Rutt Deen

21B Loudan street kol-16

Miss.Kabita kapoor

22873340

Not Revealed

4) Hotel The Park

Park street 17 park street kol-16

Mr.kalyan chakraburtty (project manager) Mr. Raju R. Punwani (Director)

22295455

Mr. Kalyan Chakraburtty

5)The Lytton Hotel Revealed

14&14/1 sudder kol-16 street

22491872/73/75

Not

6)Hotel Oberoi Grand 15-Jawahar Lal Revealed

Miss. Aprajita

22492323

Not

Nehru Road Kol-13 (purchase operator)

~60~

7) Hotel Hindustan -international

235/1 AJC. Bose rd. Kol-20

Mr. Basu Chatterjee 22802323 (Chief Engg.)

----------

8) The grand great eastern hotel associates

1,2,3,old court house street kol-69

Mr.Dulal Mukherjee -------------

Mr. Dulal Mukherjee & (28B

shakespear

~61~

LIST OF PREMIUM HOTELS

Name of The hotel

Address

Contact Person

Contact No.

Name of The Architect

1) Hotel Camac Plaza

Near Tapsya. police station Kol-16

Mr.Jeet ( Purchase manager)

9339192389

---------------

2) Hotel Circular

177/A.J.C. Bose road Kol-14

Manager

22841533

Not Revealed

3) Hotel Rutt Deen

21B Loudan street kol-16

Miss.Kabita kapoor

22873340

Not Revealed

4) Hotel The Park

Park street 17 park street kol-16

Mr.kalyan chakraburtty (project manager) Mr. Raju R. Punwani (Director)

22295455

Mr. Kalyan Chakraburtty

5)The Lytton Hotel Revealed kol-16

14&14/1 sudder street

22491872/73/75 Not

~62~

6)Hotel Oberoi Grand 15-Jawahar Lal Revealed

Miss. Aprajita

22492323

Not

Nehru Road Kol-13 (purchase operator)

7) Hotel Hindustan international

235/1 AJC. Bose rd. Kol-20

Mr. Basu Chatterjee 22802323 (Chief Engg.)

------------

8) The grand great eastern hotel

1,2,3,old court house street kol-69

Mr.Dulal Mukherjee -------------

Mr. Dulal Mukherjee & associates (28B

shakespear sarani kol17)

Name of The hotel

Address

Contact Person

Contact No.

Name of The Architect

9)ThePeerless

12, J.L.Nehru rd. kol- 13 Dutta

Mr.Goutam 9836466604

2228-0301

--------------------

Inn

(Administration Manager

~63~

10) ITC Sonar Bangla

Salt lake,

Mr. Chaudhary Mr. Debashish Roy (Project & Purchase

----------------

Not revealed

manager)

11) Resort Ffort Radisson

Topsia Road kolkata

Chandan Ghosh (Purchase manager)

9933025310

-------------

12) Hotel Taj Bengal

34-B, Belvedere rd., Alipore kol-700 027

Souvik Dasgupta Purchase Excecutive

2223-3939

-------------

13) Hotel MBD --

Airport Road Dumdum Kolkata

------------------

-----------

-------------

(under construction; no person available to comment)

~64~

A GRADE DEALER OF KOLKATA

SL.NO.

NAME

ADDRESS

CONTACT NO. 9231665550

BRANDS DEALING WITH Parryware, Roca

Remarks

Girish kumar Makrana marbles, AA/6, Rajarhat road, kol-59

1)Interested in TOTO

2)Asked for CDs and other documents and demanded sampling of product 2 Rishi Hira marbles, Topsia road, kol-46 9831238041 Hindware, 1)Had Arrow, Coto previously dealed with Toto, 2) suggested more marketing and sampling of the product 3 Md.salim Asian sanitary, C.I.T.road, kol-14 9903112390 Parryware, Coto 1) Interested in Toto. 2) Mr. Salim is himself an architect 3) needs sampling 4 Biswanath paul 198, Bose pukur, kol-107 98302240538 Jacquar, Essco 1) Demanded cds and interested in

~65~

visiting showroom. 5 Joyjit Ghose Calcutta plumbing stores 25, college street , kol-73 6 Mr. Manoj Goenka Valajee Sanitary pvt. Ltd21, college street , kol-73 -------------22419529,221 Parryware 9-7834 Parryware, hindware -----------

1) Have demanded for cds and samples

Mr. Sanjoy Roy

M.L. Roy 28,college street , kol-73& co

98308 83222

Neycer , Parrywre, Hindware

1) Interested in Toto 2) Need cd and brochure 1) previously dealed with Toto 2) Shown interest in Toto

Mr. Subhas

Sain Bros& Associates15,college street , kol-12

22418556/834 Parryware, 8& Hndware, 3292-4399 jaguar, Essco

Mr. Nandan singhania

Shree Shyam Sanitation 41, Eden hospital Road college street Xing , kol73

983196451

Parryware, jaguar -----------

10

Mr. Prasant Bardia

Geetanjali traders pvt. Ltd. 110,college street , kol-12 Sanico( India) 4, college street , kol-12

Parryware. ----------------Arrow jaguar Hindware ----------------Ess Ess MARC Escco

----------

11

Amit jain

1) Demanded for Cd and Brochure

12

D.N.. Singha

D.N..Singha&Co,College

Parryware,

------------

~66~

street 73. 13 Rohit Sharda 38/b, elgin road(oppforum)

----------------24862505

Jaguar, cera Parryware, kohler 1) Interested in Toto 2) Asked to contact later

14

Anand Choudhari

Hindustan distributor, Chandni metro

9903024008

Parryware, Hndware

1) Interested in Toto 2) Demanded for Brochure

15

Debashish Pal

J. Tosh sanitation, 112 college street, kol-12

22375747

Parryware, Hndware, Neycer, marc

--------------

16

H P Jaiswal

Partha sarathi ceramics, 4 college street, kol-12

22416413

Parryware, Cera

-----------

17

Rajesh Jindal

Jindal Udyag ltd., 3/2b, college street , kol12 Shyam sanitary Emporium, 3 nirmal Chandra street, kol-12

22199903

Parryware, Hindware, jaguar

-------------

18

Deepak Agarwal

22121928

Parryware, Hindware, Simpolo

--------------

19

Pradeep Dokania

10 nirmal Chandra street, kol-12

9830045379

Parryware, Hindware,

1)Has shown interest in Toto and asked for cds and brochure --------------

20

Subhash

15, college street ,kol-12

22418556

Parryware, Hindware, Jaguar, Neycer

~67~

21

Mahindra

Karnika, 20. Shakespeare 32432454, Sarani, kol-71 22821557

Toto, Hindware Ess Ess MARC Escco

1) Had previously dealed in Toto 2) Not happy by the marketing effort of Toto

22

Subrata Paul

S.Pal & bros. 599, diamond harbour road, kol-34

24574998

Parryware, Hindware, Lauret

23

Snehashish Guha

Dolphin tiles 337/3a, diamond harbour road, kol-34

24451397

Parryware, Hindware, Jaguar, Kajaria+

24

Shibaji Roy Subhodeep Roy

M.L.Roy and company Sanitation pvt. Ltd 188A Rashbehari avenue, kol-29 S. roy and company 142 B, S. P. Mukherjee Road, kol-26

9903324766

Kohler TOTO

1) Dealer of Toto 2) Interested in Toto 1) not interested in keeping imported prodoucts.

9830788230 2466 8277 2466 1644

Parryware Parryware Hindware Cera Jaguar

25.

Pradeep Chatterjee

26.

A.N.Dutt

M/S. Nritto Lall Dutt 110, College Street kol-12

2237 0888 6526 2859

Cera, Parryware, Jaguar,

---------

27.

Ashok

Park Sanitary Emporioum 23/20/3 Gariahat road,

2440 4131

Parryware Hindware

----------

~68~

kol-29

Nycer Jaguar

28.

Kamal Bhuwalka

Hindusthan Enterprises 47, Rafi Ahmad Kidwai Rd., kol-16

2229 6217 98300 87588

Parryware Toto Hidware

1) Suggested more marketing of Toto.

~69~