A STUDY ON MARKET POTENTIAL OF FLOAT GLASSES IN CHENNAI REGION

INTERNAL GUIDE
G.BALA SENDHIL KUMAR

EXTERNAL GUIDE
S.MANI

ACE GLASS CONTAINERS LTD.,

In 1994, The Company was incorporated as joint venture Company between IQ and Bulliarpur Industries Ltd. In 1998, IQ purchased the entire share of the venture, IQ is the largest manufacturer in glass containers in North America, South America and Asia Pacific region and second largest in Europe. In 2002, Hindustan National Glass Ltd (HNGL) along with its associates has acquired the entire share of ACE. Ace Glass Containers Ltd. has manufacturing facilities at Rishikesh in Uttranchal, Nashik in Maharashtra and Pondicherry, Rishra in West Bengal, Bahadurgarh with 42 production lines. The combined capacity of the furnace is approximately 2,72,000 tones, additionally company has applied Ceramic Labeling (ACL) capabilities in all the three locations.

PRODUCT COLOR Amber Flint Green (including Georgia Green) PRODUCT SIZE Size varies from 5 ml to 3200 ml CLIENTELE Pepsi Co., Coca-Cola, Cadburys, Nestle, Raun Pollack, Dabur, Bayer, Lakme, Glaxo, Pfizer, Reckitt & Coleman Shaw, Wallace, UB group.

OBJECTIVE OF THE STUDY

To assess the market for float glasses in Chennai region and to assess the opportunities for HNGIL to enter the market. To identify the existing market players, their marketing channel and the promotional activities they adapt. To understand the consumer choice of buying float glasses in this market. Finally to suggest measures based on the findings.

RESEARCH METHODOLOGY
The research design used is descriptive one. Primary data was collected from 60 samples using Questionnaire. Survey was conducted in Chennai region Tools used for analyzing the data are Percentage method Chi-square test Weighted average method Rank correlation One way ANOVA

FINDINGS OF THE STUDY

Most of the respondents sell 100-500 pieces of float glasses per year. The respondents last year sales % was 85% of the SaintGobain glasses, 60% of Asahi glasses, 75% of ModiGuard glasses, 25% of Triveni glasses. They also sell the imported float glasses from Indonesia, China, Thailand, Gujarat and Pakistan. The respondents major suppliers are 60 % manufactures, 27% Wholesalers and 10% of Retailers.

 The respondents ranked the existing players as follows 1st rank SaintGobain 2nd rank ModiGuard 3rd rank Asahi 4th rank Triveni Respondents opinion regarding the suppliers The respondents think the prices fixed by the Suppliers are moderate. The respondents says they receive complaints rarely. Most of respondents conclude the suppliers do not take corrective actions immediately for complaints and quality problems. The respondents feel they have effective communication with the suppliers. Respondents feel price fluctuation is a major problem in this market.

Existing players,their marketing channel and their promotional activities The existing players adopt level3 distribution channel Manufacturer Wholesaler Retailer Consumer The existing market players make their product aware to the public through advertisement and they directly approach the dealers to do business. Most Suppliers give Offers and gifts and conduct get together parties and meeting to encourage their customers. Suppliers provide services like immediate order fulfillment and Transportation facilities where they included the transportation charges in the bills. Suppliers allow cash discount for immediate cash payment and who order more than two trucks of goods. Suppliers provide Credit dues for 60 days.30% of the Dealers are unsatisfied with credit dues.

Consumer and their choice of buying float glasses The major users of float glasses are Home Users, Builders & Architects, Commercial Enterprises and Institutions. The customers mostly prefer 12mm; 5mm, 6mm, 4mm, 4.5mm, 3.5mm, 8mm and 10mm thickness float glasses. The customers mostly buy clear, bronze and Grey colour float glasses. The customer rank the attribute as first rank to Brand name, followed by thickness, colors and price.

SUGGESTION & RECOMMENDATION

Maintaining customer relationship is very essential to survive in this market so the company can have effective communication system to attract and retain customers. The credit dues date increment is the major expectation from the consumers, so the company can concentrate more in credit due facility. The company can give discount to all the consumers. The company can create trust among the consumer by taking immediate corrective actions for the problems like shortage, breakage and incorrect thickness. The company can use advertisement as a tool to make aware of their product to the public. The company can adapt suitable measures to reduce price fluctuation, which is the major problem in this market.

LIMITATIONS
The study is made on small population of sample size 60. The time duration of the study is less than the expected. The few respondents do not reveal their true sales volume, purchase price and selling price of the glasses. Existing market players after sales services is unknown.

SCOPE FOR THE FURTHER STUDY

The project throws light on the opportunities for any Organization who tends to enter into the Float Glasses market. This study can be basic for market potential analysis. This study is done only in Chennai region that can be extended to various other regions, States and Nations. This project will be helpful for the students who do project in the related area.