A PROJECT REPORT ON

DEALERS PREFERENCE TOWARDS DURIAN LAMINATES.

AT

DURIAN INDUSTRIES PVT LTD

In partial fulfilment of the requirements of Summer Internship Programme in the Masters

in Business Administration programme of Gujarat Technological University

Submitted to
Prof. Juhi Shah

By
Hamza Sadikot-137350592132
Batch -2013-15

N R INSTITUTE OF BUSINESS MANAGEMENT

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Company certificate

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N. R. Institute of Business Management (GLS-MBA)

Certificate
This is to certify that Mr. HAMZA SADIKOT Enrolment No. 137350592132, student of
N. R. Institute of Business Management (GLS-MBA) has successfully completed his
Summer Project on Topic at Company Name in partial fulfillment of the requirements of
MBA program of Gujarat Technological University. This is his original work and has not
been submitted elsewhere.

_______________
Dr. Hitesh Ruparel

____________________

Prof .Juhi Shah

Director

Date: _______________

Place: _________________

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Declaration

I, Hamza Sadikot, Enrolment No. 137350592132 student of N R Institute of Business

Management hereby declare that I have successfully completed this project on Topic in the
academic year 2012-13

I declare that this submitted work is done by me and to the best of my knowledge; no such
work has been submitted by any other person for the award of degree or diploma.

I also declare that all the information collected from various secondary and primary sources
has been duly acknowledged in this project report.

HAMZA SADIKOT
(137350592132)

(enrolment no)

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PREFACE
Management today is must for day-to-day life. Management is the integral part of the
business. In this world, all things need proper management for its success. Business
without proper management is like a castle of sand built on seashore. Even individuals
need proper management for running their life smoothly. Only theoretical knowledge is
not enough in MBA along with one needs some practical exposure in the corporate world
also. MBA provides this opportunity through the medium of summer training. This
training has made one thing clear that there are two pillars for getting success in business
i.e. efficiency and effectiveness; it means not only doing right things but also doing things
rightly.

In MBA Theory of any subject is important but without its practical knowledge it
becomes unless particularly for the Management Students. As a student of the Business
Administration, we have studied many theories and concepts in the classroom, but only
after taking up this project work we have experienced & understood these Management
theories & practices in its fullest sense, which plays a very vital role in business field
today. The knowledge of management is incomplete without knowing the practical
application of the theories studied.

This project report gives knowledge of DEALERS PREFERENCE FOR DURIAN

BRAND OF LAMINATES. This training has brought positive changes in my life &
career. The training gave me a lot exposure which will be helpful to me for the rest of the
MBA curriculum. I consider myself fortunate enough for getting guidance from one of
the best banks at a very important stage of my career.

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ACKNOWLEDGEMENT

I am glad to express my profound sentiments of gratitude to all who rendered their

valuable help for the successful completion of this project report titled DEALERS
PREFERENCE FOR DURIAN BRAND OF LAMINATES.

My deep gratitude to my EXTERNAL GUIDE MR.JHANAK VYAS DIRECTOR

(MARKETING) AT CEDAR DCOR, DURIAN INDUSTRIES PVT LTD & MR.
SHREYAS PANCHAL BRANCH MANAGER AT CEDAR DCOR,DURIAN
INDUSTRIES PVT LTD.

I would also like to thank our DIRECTOR SIR, DR. HITESH RUPAREL for giving
us a peaceful and calm atmosphere to help in our Study, and make this report.

PROF. JUHI SHAH -FACULTY of N.R INSTITUTE OF BUSINESS

MANAGEMENT, my INTERNAL GUIDE who helped me with successful completion
of project and give valuable suggestions and opinions for the project.

I express my Gratitude to the N.R. INSTITUTE OF BUSINESS MANAGEMENT for

the support and the environment it has provided us.

My

genuine

sense

of

gratitude

goes

to

GUJARAT

TECHNOLOGICAL

UNIVERSITY that gave me a chance to brighten my academic qualification that

provided me this opportunity to have a practical knowledge of relevant fields.

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EXECUTIVE SUMMARY

The wood and laminate industry are the most important in the furniture and interior sector
of the India. It is useful for both the company as well as customers. The chamber of
industries and commerce of India is making all the necessary steps in order to develop
these industry in the furniture and interior sector.
Somehow there are several hindrances with respect to the availability of the resources like
wood which is being obtained by cutting trees and which are creating distraction to the
environment up to large extent. The biggest threat is of increasing demand of wood and
laminate products day by day and which will lead to more and more demand for the raw
material which is wood, which can be seen as future threat to this industry.

This research project is prepared as a part of the SUMMER INTERNSHIP

PROGRAMME, which is to be undertaken as a part of our MBA curriculum as per THE
GUJARAT TECHNOLOGICAL UNIVERSITY guidelines.

The report consists of the analytical study based on Dealers response for Durian Brand of
laminates, obtaining their views about the Brand:

Preference

Competitors strategies

Various service aspects

Various pricing strategy

Quality awareness

Satisfaction level

This proposal consists of the summary of the research papers studied by me with respect
to my topic; this helped me to define the objective of the research. It also consists of the
problem definition and the research methodology to be carrying out for the research with
respect to the Durian Brand of laminates. The results and the analysis of my survey are
analysed with the help of sophisticated Software like Microsoft Excel.

The results and the findings are represented in form of tables & charts followed by a
separate chapter consisting of detailed analysis.
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INDEX

Chapter

Particulars

Page no.

Research Methodology

1.1

Literature Review

1.2

Problem Statement

1.3

Objectives of the study

1.4

Scope of the study

1.5

Research Design

1.6

Sampling
a) Population

b) Sample size

c) Sampling Method

1.7

Research Instrument

1.8

Data Collection Source

1.9

Beneficiaries

1.10

Limitations

Industry Profile

2.1

Introduction to Industry

10

2.2

History

12

2.3

Products under this Industry

13

2.4

Major players under this Industry in India

21

Company Profile

25

3.1

Introduction to Durian Industry Pvt Ltd

26

3.2

Durian Product Verticals

28

3.3

Ranges in Durian Laminates

34

3.4

Prestigious Clients of Durian laminates

38

Introduction of topic

40

Analysis & Interpretation

42

Findings

63

Recommendations

65

Conclusion

67

Bibliography

69

Annexure

71

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Chapter 1
Research Methodology

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1.1Literature Review
Generally speaking, anyone who has a continuing relationship with a supplier in
buying and selling goods is considered a dealer. More specifically, dealers are middlemen
selling industrial goods or durable consumer goods direct to customers; they are the last step
in the channel of distribution. Dealers have continuing, close working relationships with their
suppliers and exclusive selling rights for their producers products within a given geographic
area. Finally they drive a large portion of their sales volume from the products of a single
supplier firm (Cateora and Graham, 2004-2005).

In the past, the industry was divided as to how dealerships operated and positioned
themselves within the buying community. Some were volume-driven and sold at very low
margins in order to increase their volume with their supplier. In a perfect world, the dealer-manufacturer relationship would be, well perfect. In that perfect world, margins would be
high, sales quotas non-existent or easily achieved and communications straightforward
(Henry H, 2009).In an era where the mega dealers seem to still pack some major clout with
manufacturers because of their buying power, independents must work harder to keep
manufacturers focused on their independent dealer channel as well. Kaufman (2001-2002)
feels that it is important for independents to keep reminding manufacturers that they need to
keep programs in place to help those dealers. Challenges are many in the office equipment
arena and many dealers-- large and small have found that getting product has been a common
problem no matter who the manufacturer.

The Office Furniture Dealers Alliance (OFDA, 2007-2008), the trade association for
North American office furniture dealers, annually conducts a Dealer Manufacturer
Satisfaction Index (DMSI) Survey. The annual DMSI survey is an opportunity presented to
dealers in North America to evaluate the products, policies, services, and support of their
manufacturer business partners. The goal of the survey is to improve dealer manufacturer
relations by both identifying topics of dealer concern and recognizing best of class
performance. It is also designed to give dealers a voice in their relationship with their
suppliers (OFDA, 2007-2008).Since 1904, the Independent Office Products and Furniture
Dealers Association (IOPFDA), the not-for-profit trade association for North American
independent dealers of office products and office furniture has concentrated on providing
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independent dealers with the information, tools and knowledge they need to help them to be
successful in an evolving business environment (IOPFDA).The survey asks dealers to
evaluate their key suppliers; and measures dealer satisfaction as well as rates the importance
of 46 key issues in six categories: training, product lines, service and support, sales and
marketing, management, and technology (OFDA, 20072008).

In the study of The Office Furniture Dealers Alliance2008,Ten Dealer Issues

included: i) delivery of product in satisfactory, damage-free condition, ii) completeness and
accuracy of product deliveries, iii) timeliness of product deliveries, iv) overall quality of
product lines, v) product quality, vi) customer service support, vii) meeting lead time
requirements for quick ship products, viii) value of product lines to your dealership's success,
ix) product line meets or exceeds the typical client's expectations, x) product margins
(OFDA, 2007-2008).

In the study of 2012 India Dealer Satisfaction with Automotive Manufacturers Index
Study, Arora (2012) mentioned that overall dealer satisfaction is determined by examining
nine factors: marketing and sales activities; product; vehicle ordering and delivery; sales
team; parts; warranty claims; after-sales team; training; and support from the manufacturer.

This review of literature suggests finding out the factors affecting dealer satisfaction of
Patrex Furniture Industries Ltd. In this the researcher will be more concerned about the
different factors (availability of products, timeliness of product deliveries, product quality,
price, trade promotion, credit sales, allowances, and brand name) that are responsible to
choose Partex Furniture. The major factors are given below:

Availability of products: Availability is becoming an increasingly important issue for

consumers seeking out convenient grocery solutions. It seems shoppers are
increasingly relying on factors that make shopping easier and quicker, and improving
availability is one strategy for delivering against these expectations (Anita Awbi,
2006).

Timeliness of product deliveries: Customers want product and service delivery to take
the minimum amount of time possible. As the complexities in the modern life of
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customers increase, the corresponding demand for precision from suppliers requires
that products and services be delivered on or before the agreed upon time. Customers
want suppliers they can depend upon, who can deliver when they say they will.
Customers dont like to wait, and have little patience for suppliers that make them do
so. Organizations who are serious about being known as the best and building their
return and recommend rate will spend enough time, focusing on timeliness (Bart
Allen Berry, 2011).

Product quality: Consumers often judge the quality of a product or service on the
basis of a variety of informational cues that they associate with the product. Some of
these cues are intrinsic to the product or service; others are extrinsic. Either singly or
together, such cues provide the basis for perceptions of product and service quality
(Schiffman & Kanuk, 2010-11). So product quality can enhance to make more profit
of the dealers.

Price: Consumer consider price when they purchase a product or service. How a
consumer perceives a price as high, as low, as fair has a strong influence on both
purchase intentions and purchase satisfaction. Consider the perception of price
fairness, for example. There is some evidence that customers do pay attention to the
prices paid by other customers (such as senior citizens, frequent flyers, affinity club
members), and that the differential pricing strategies used by some marketers are
perceived as unfair by customers not eligible for the special prices (Schiffman &
Kanuk, 2010-11). So setting reasonable price can increase the sales volume of
dealers outlets.

Trade promotion: Manufacturer direct more sales promotion dollars toward retailers
and wholesalers (78 percent) than to final consumers (22 percent). Trade promotion
tools can persuade resellers to carry a brand, give it shelf space, promote it in
advertising, and push it to consumers (Kotler & Armstrong, 2008).

Credit sales: The use of cash versus credit sales, and the duration of the latter,
depends on the nature of a company's business. With consumer goods and services,
the credit card has turned most retailers' sales into cash sales. However, outside the
consumer field, virtually all sales by business involve, at a minimum, some payment
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terms, and, therefore, credit sales. In modern times, credit sales are the norm and
dominate virtually all business-to business transactions. So credit sales can motivate
the dealers to do business with the manufacturer (Investopedia ULC, 2011).

Allowances:

Allowances are the promotional money paid by manufacturers to

retailers in return for an agreement to feature the manufacturers products in some

way. Promotional allowances are payments or price reductions to reward dealers for
participating in advertising and sales support programs (Kotler & Armstrong, 2008).

Brand name: Consumer may evaluate the identical product differently depending on
how it is branded. They learn about brands through past experiences with the product
and its marketing program, finding out which brands satisfy their needs and which do
not. Marketers need to teach consumers who the product is by giving it a name
and other brand elements to identify it as well as what the product does and why
consumers should care. Branding creates mental structures that help consumers
organize their knowledge about products and services in a way that clarifies their
decision making and, in the process, provides value to the firm (Kotler et al, 2009).

After going through the literature it has been found that many researchers have
already studied the dealer satisfaction with automotive manufacturers, dealer satisfaction
with online buying service, dealer satisfaction and performance in motor industry etc.,
but studies relating to the satisfaction level of dealers, especially on furniture industries
in Bangladesh, are rarely available and the major factors affecting their satisfaction level
as per dealers view by using the factor analysis method. Thus the present study is an
attempt to find the satisfaction level on this particular issue. It has been presumed that the
most of the dealers of Partex Furniture Industry in Bangladesh are satisfied with their
respective suppliers

1.2 Problem Statement

To study the dealers satisfaction towards products of Durian laminates and

services offered by company in different parts of Ahmedabad. To understand the
dealers business portfolio and preferred laminate brand.
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1.3 Objective of the Project

To study the market share of Durian in laminates and various competitors of it.

To identify dealers preference towards various laminate brand available in the

market.

To study dealers satisfaction towards Durian products and services offered by

the company on various parameters like delivery, availability, range and variety
of laminates, etc.

1.4 Scope of the study

Scope of the study is wide as in to study brands geographical and demographical presence
in the market by visiting dealers showroom for collection of their response through
questionnaire from hundred dealers. To study Durian brand as overall performer in the
laminate Industry. All Range of the products in which Durian deals in, study regarding
dealers recommendations and suggestions on durian brand of laminates, to study dealers likes
and dislikes towards policies of the company and the problems occurred to dealers related
with durian laminates, study dealers dealing in brands other than durian and and who all are
major brand players of laminates in the lamination market.

1.5 Research Design

Descriptive

1.6 Sampling:-

a) Population

Dealers of Durian laminates who all are dealing with woods and wood products in
Ahmedabad city.

b) Sample size

Hundred dealers who all are dealing with durian brand of laminates in different areas
of Ahmedabad city.
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C) Sampling method

Non Probability Convenience Sampling

1.7 Research Instrument

Questionnaire

1.8 Data Collection Source

Primary:-Questionnaire and Secondary:-Through websites and other internet sources.

1.9 Beneficiaries of Study

From whole survey and the response collected from various dealers, analysing them
and preparation of this report will be very much be beneficial to me as a student of
Master in Business Administration to gain practical knowledge and exposure towards
an corporate world, how a company runs its business, what are the problems they
came across in day today working of the business and how they tackle the problems
tactfully and achieve growth in the market.

Study will also be very much beneficial to the Durian, as to gain knowledge from the
report about aspects related to the dealers perception, suggestions and likeliness
towards their brand of laminates and competitors brand share in the market of the
Durian dealers and what all schemes are attracting them to keep their brand of
laminates to sell in the stores in the different zones of Ahmedabad city.

Dealers are also one of the beneficiaries of the study conducted as in the manner,
study will guide company to overcome their pitfalls which are observed by the
dealers, in order to achieve healthy market share firm will try to solve the issues and
indirectly dealers would be benefited by this study.

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1.10

Limitation of the study

While conducting the survey for Durian brand of laminates, it was observed that few
of the dealers were not responding to few questions and not giving their true response
towards several questions which is the most important limitation, which might create
hindrance in true response collection and true analysis of the report.

While visiting the dealers stores and showrooms few dealers were least interested in
filling questionnaire, which might be a limitation and which can results into non
genuine collection of the response which creates hurdle in the study.

Negative side of the company might not be disclosed genuinely through study as few
dealers who all are having good relationship terms with the team of durian might have
fear to lose it if its been disclosed in writing.

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Chapter 2
Industry Profile

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2.1 Introduction:-

Laminate is a product created by bonding two or more layers of thin material together
to form a thicker, stronger material. The process of wood lamination has ancient origins.
Traces of laminated wood have been found by archaeologists in the tombs of the pharaohs.
The Chinese shaved wood and glued it together more than a thousand years ago. Wood
lamination continued to evolve as technology refined the process for ever-changing laminate
applications.

Early Modern Era

The English and French used a form of laminate using layers of hardwood in furniture
making in the 17th and 18th centuries. Russia used a similar process in the 19th
century. All of these early laminates were used to make household items such as
cabinets, desk tops, chests and doors. Construction-grade laminates such as plywood,
made from softwood, did not appear until the 20th century.

Patent

John K. Mayo of New York City was issued a patent for plywood on December 26,
1865. A reissue of Mayo's patent, dated August 18, 1868, described the
invention as "cementing or otherwise fastening together a number of these scales of
sheets, with the grain of the successive pieces, or some of them, running crosswise or
diversely from that of the others." Apparently, Mayo never made money on his
patents.

Production Begins

In 1905, at a World & Fair in Portland, Oregon, the Portland Manufacturing Co.
showcased wood panels laminated from a variety of softwoods from the Pacific
Northwest. The product, called three-ply veneer work, was created using paint
brushes to spread the glue and house jacks to press the pieces together. By 1907, the
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company installed an automatic glue spreader and sectional hand press to produce 420
panels a day.

New Uses

Until 1920, laminates were used exclusively for door panels. That year, Elliot Bay
Plywood in Seattle began selling plywood to car manufacturers for use on running
boards. The lack of waterproof adhesives in plywood led to running boards made of
metal by the 1930s. In 1934, Dr. James Nevin, a chemist working for Harbor Plywood
Corp. in Aberdeen, Washington, formulated a waterproof adhesive for the lamination
process.

Plywood Manufacturers Organize

In 1933, the various plywood companies operating in the Pacific Northwest organized
to form the Douglas Fir Plywood Association. Uniform standards were devised for
interior and exterior grade plywood, and its use in construction before, during and
after World War Two boomed. In the late 1950s and early 1960s, Georgia-Pacific
Corp. began making plywood using southern pine. In 1964, the Douglas Fir Plywood
Association changed its name to the American Plywood Association.

Engineered Wood Products

In the late 1970s and early 1980s lamination began to produce oriented strand board.
Plywood is made by laminating solid sheets of veneer. Oriented strand board is made
of small wood strands glued together in cross-laminated layers. Other engineered
wood products using lamination available today are wood I-joists, laminated veneer
lumber, glued-laminated timber and oriented strand lumber. All of these laminated
products offer strength, performance and the conservation of forest resources.

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2.2 The History of Laminate Floors

Laminate is a man-made material that has been used in surfaces such as counters and
back splashes since the early 1920's. Originally it was not strong enough to be used in
flooring, but over time innovations in the manufacturing process refined the finished product
and made it increasingly durable.
The first laminate flooring was invented in Sweden in 1977 by a company called Perstorp. In
1984 they began marketing this product in Europe under the name Pergo, and by the midnineties it had spread to the United States. Today the word Pergo is almost synonymous
with laminate flooring, although there are other manufacturers of this material.
Glue less interlocking laminate flooring was invented by two separate companies at the same
time in Europe during the years 1996 and 1997. Because of this the Swedish company
Vlinge and the Belgian company Unilin have had a number of legal conflicts over the years.
Today almost all interlocking laminate floors are sold by one of these two corporations.

Applications of Laminate Flooring

Laminate flooring is durable, stain resistant, and mold resistant, which means that it can
be used in high traffic areas.

Living Rooms

Hallways

Entryways

Dining Rooms

It can also be made water resistant during the manufacturing process, making certain
laminates appropriate for kitchens, baths, laundry rooms, and other water heavy
environments. Check with your retailer for the specific characteristics of the laminate
material you are purchasing.

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2.3 Products under this industry

Plywood:Manufactured panel made up of three or more thin plies (layers) of wood. Each ply is
laid down with its grain running perpendicular to the one before it. Like other glued-wood
products, plywood provides a strong, inexpensive alternative to solid wood. It is widely used
both in cabinetmaking (for chests, dressers, wardrobes, and tables) and in house construction
(for walls, ceilings, subfloors, doors, and in forms for casting concrete)

Types of plywood:-

Softwood plywood
Softwood panel is usually made either of cedar, Douglas fir or spruce, pine,
and fir (collectively known as spruce-pine-fir or SPF) or redwood and is typically used for
construction and industrial purposes.

The most common dimension is 1.2m 2.4m or the slightly larger imperial dimension
of 4 feet 8 feet. Plies vary in thickness from 1.4 mm to 4.3 mm. The number of plies
depends on the thickness and grade of the sheet but at least three are required as the minimum
odd number of plies. Roofing can use the thinner 5/8" (15 mm) plywood. Subfloors are at
least 3/4" (18 mm) thick, the thickness depending on the distance between floor joists.
Plywood for flooring applications is often tongue and groove; this prevents one board from
moving up or down relative to its neighbour, so providing a solid feeling floor when the

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joints do not lie over joists. T&G plywood is usually found in the 1/2" to 1" (1225 mm)
range

Hardwood plywood
Hardwood plywood is made out of wood from angiosperm trees and used for
demanding end uses. Hardwood plywood is characterized by its excellent strength, stiffness
and resistance to creep. It has a high planar shear strength and impact resistance, which make
it especially suitable for heavy-duty floor and wall structures. Oriented plywood construction
has a high wheel-carrying capacity. Hardwood plywood has excellent surface hardness, and
damage- and wear-resistance.

Decorative plywood
Usually

faced

with

hardwood

including ash, oak, red

oak, birch, maple, mahogany, Philippine mahogany (often called lauan, luan or meranti and
having no relation to true mahogany), rose wood, teak and a large number of other
hardwoods. However, Formica, metal and resin-impregnated paper or fabric bonded are also
added on top of plywood at both side as a kind of ready for use in the decoration field. This
plywood is a lot easier to dye and draw on than any other plywood.

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Flexible plywood
Flexible plywood is very flexible and is designed for making curved parts. In the UK
this is sometimes known as "Hatters Ply" as it was used to make stovepipe hats in Victorian
times.It is also often referred to as "Bendy Ply" due to its flexibility. However these may not
be termed plywood in some countries because the basic description of plywood is layers of
veneered wood laid on top of each other with the grain of each layer perpendicular to the
grain of the next. In the U.S.A, the terms "Bender Board" and "Wiggle Board" are commonly
used.

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Marine plywood
Marine plywood is manufactured from durable face and core veneers, with few
defects so it performs longer in humid and wet conditions and resists delaminating and fungal
attack. Its construction is such that it can be used in environments where it is exposed to
moisture for long periods. More recently, tropical producers have become dominant in the
marine plywood market. Okoum from Gabon is now the accepted standard for marine
plywood, even though the wood is not very resistant to rot and decay. Each wood veneer will
be from tropical hardwoods, have negligible core gap, limiting the chance of trapping water
in the plywood and hence providing a solid and stable glue bond. It uses an exterior Water
and Boil Proof (WBP) glue similar to most exterior plywood.

Marine plywood can be graded as being compliant with BS 1088, which is

a British Standard for marine plywood. There are few international standards for grading
marine plywood and most of the standards are voluntary. Some marine plywood has a Lloyd's
of London stamp that certifies it to be BS 1088 compliant. Some plywood is also labelled
based on the wood used to manufacture it. Examples of this are Okoum or Meranti.

Marine plywood is frequently used in the construction of docks and boats. It is much
more expensive than standard plywood: the cost for a typical 4-foot by 8-foot 1/2-inch thick
board is roughly $75 to $100 U.S. or around $2.50 per square foot, which is about three times
as expensive as standard plywood.

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Laminates:Lamination:
It is the technique of manufacturing a material in multiple layers, so that the
composite material achieves improved strength, stability, sound insulation, appearance or
other properties from the use of differing materials. A laminate is usually permanently
assembled by heat, pressure, welding, or adhesives.
Laminate flooring is one of the most resilient and durable floor surfaces available. A
relatively recent invention, it has gained in popularity due to its ease of installation, low
maintenance requirements, and long life. This material can also be printed to simulate a wide
variety of natural flooring materials include hardwood planks, and slate and ceramic tiles.

Materials used:
There are different lamination processes, depending on the type of materials to be
laminated. The materials used in laminates can be the same or different, depending on the
processes and the object to be laminated. An example of the type of laminate using different
materials would be the application of a layer of plastic filmthe "laminate"on either side
of a sheet of glassthe laminated subject.

Building materials:
Examples of laminate materials include melamine adhesive countertop surfacing
and plywood. Decorative laminates are produced with Kraft papers and decorative papers
with a layer of overlay on top of the decorative paper, set before pressing them with thermo
processing into high-pressure decorative laminates. A new type of HPDL is produced using
real wood veneer or multilaminar veneer as top surface. Woodlam Realwood, Alpikord
produced by Alpi spa and Veneer-Art, produced by Lamin-Art are examples of these types of
laminate. High-pressure laminates consists of laminates "moulded and cured at pressures not
lower than 1,000 lb per sq in.(70 kg per sq cm) and more commonly in the range of 1,200 to
2,000 lb per sq in. (84 to 140 kg per sq cm).[2] Meanwhile, low Pressure laminate is defined
as "a plastic laminate molded and cured at pressures in general of 400 pounds per square inch
(approximately 27 atmospheres or 2.8 106 pascals).

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Veneer: Thin sheets of wood of a specified thickness that are peeled, sliced, or sawn from logs
for use in plywood, panelling, and furniture. Veneering is a highly popular way of utilising
the natural qualities of wood which utilises nearly the whole log. The conversion process
from log to veneer boast a recovery rate of up to 95%. Which is unheard of in conventional
softwood and hardwood sawmills. Wood veneer is a thin 0.3 to 6 mm sheet of wood having
its grain parallel to the surface. The sheet or layon is peeled from a selected log by using
either a lathe or slicer. The following factors determine the quality and end use of veneers
produced.

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Prelam/MDF/Particle Board:As the name suggests, prelaminated particle boards are particle boards (PB) that have
a decorative laminate surface attached to it at the time of its manufacture. Adding such a
decorative laminate over the board surface greatly increases its aesthetic value by making it
look more attractive for the end-customer, as also increases the board's resistance to moisture,
and to wear and tear

Prelam (Prelaminated) boards are often categorized into the two types listed below.
1. OSL: One sided lamination. In this case only one side of the particle board (the top surface
or show surface) is laminated, while the other side is kept plain.
2. BSL: Both sided lamination. In the case of BSL, both the top and bottom surfaces of the
particle boards are prelaminated at the time of manufacturing. This also makes BSL is
costlier than OSL.

PreLamination process
A short cycle lamination production line, that utilizes lower pressure press machines,
is used for prelaminating the particle boards. A decorative paper impregnated (saturated) with
melamine resin is pressed over the particle board surface using press machines. The process
employed for the lamination of MDF and HDF (Medium and High density fibre-boards) is
also the same.

Prelaminated particle boards are also sometimes known as MFC (Melamine faced
chipboards) because decorative paper impregnated with melamine resin is used as the
laminate and bonded over the particle boards. By the addition of laminates, the otherwise
plain particle boards get adorned with colourful shades, designs, as well as textures. Designs
that replicate the look and feel of wood are more popular with customers.

Such Prelam particle boards are usually made by manufacturers in two different
grades, viz. Interior grade and Exterior grade, based on the types of resins used in its making.
The Exterior grade boards are stronger than the Interior grade ones.

Comparison with Laminated Plywood.

In the case of plywood, decorative laminates usually have to be separately purchased,
cut to size and glued over the plywood surfaces by carpenters. These decorative laminates
19 | P a g e

used with plywood generally have a thickness of 2 to 2.5 mm, and are made of brown kraft
paper impregnated with phenolic resin, plus a decorative paper saturated with melamine
resin.

Whereas in the case of prelaminated particle boards the total lamination thickness gets
significantly reduced, since brown paper is not required, and the melamine saturated
decorative paper is directly heat-pressed and bonded over the particle board surfaces.

Applications
Pre laminated particle boards have several end-uses such as in the making of readymade furniture, and for making kitchen cabinets, false ceiling, wall panels, partitions and
other such applications. Particle boards are not as strong as plywood or blockboards, however
the costs of these boards is also significantly lower than the cost of plywood sheets of the
same size

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2.4 Major Players in this Industry in India

The wood and paper-based industry, that includes plywood, laminates and other panelling
materials clocked estimated revenues of Rs12, 000 crore in 2011-12. Up from Rs8,000 crore
in 2007-08, this 15% compounded growth has come at the back of rising per capita income,
demand for premium housing, office and commercial space, and a boom in hospitality and
healthcare sectors.
The industry is highly fragmented, with a major chunk of production coming from small
manufacturers, many of whom do not even possess a license to produce. However, the market
is driven by a few large companies who have plants at multiple locations, invest heavily in
brand building, offer ISI-marked products, and constitute around 30% of the industry
revenue.

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Despite a history of unorganised players stealing away business from the others, certainpolicy
decisions during 2007-2012 at the government level have helped the latter gain momentum.
A reduction in excise duty from 16% to 8% in 2007-08 (subsequently increased to 10% in
2010-11), and changes in eligibility criteria to claim MODVAT benefits, provided much
needed relief to the industry. Besides paving way for a level playing field, the changes gave
elbowroom to many to use volume, quality and brand to their advantage. This propelled the
growth rates of the big players to over 20% vis--vis the average industry growth of 15%.
The 5x5 grid, which plots revenues of the top-5 players of the industry, corroborates the
facts. During the period 2008-12, these players registered a CAGR of over 22%, and
increased their combined market share to 28%. Not only did industry majors consolidate their
market position but also focused on new markets and market entry strategy. Their strategies
in capex, brand building and retail network not only notched up their sales figure, but also
gave a direction to the industry.
The industry witnessed massive investments in capacity expansion and manufacturing. The
most significant development was the tilt towards producing a new genre of engineered
product medium density fibreboard (MDF). Besides being eco-friendly and eligible for
LEED credit, MDF is suitable for varied applications ranging from cabinetry to moulding as
it is smooth, uniform and doesnt warp.
Realising the potential of MDF, Greenply and Balaji Action Group (Action Tesa) were
amongst the first ones to foray into the business. Greenply started its MDF unit in
Uttarakhand with an annual capacity of 0.18 million cbm in 2009-10. The company clocked
around Rs244 crore in 2011-12 from its MDF business, ie a 15% contribution to total
revenue. Balaji has setup its 30 lakh sft per month thin MDF line in Sitargunj, Uttarakhand;
Centuryply is planning to set up a greenfield MDF unit in Nellore, Andhra Pradesh.
Also, Greenply operationalised its Nalagarh laminates unit with a 4.68 million sheets per
annum capacity in 2009-10, and commenced its Rs115 crore greenfield laminates unit in
Himachal Pradesh in 2008-09. Merino commissioned a low pressure laminate manufacturing
unit at Hosur, Tamil Nadu in 2007-08 for expanding its footprint in the south. Archidply too
has laid a new line for hot press laminates at its Rudrapur unit. This resulted in capacity
expansion by 15,00,000 sheets per annum in 2012-13.

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To gain strategic advantage in southern and northern markets, Centuryply is focusing on

mergers and acquisitions, besides capex. In 2007-08, the company amalgamated Century
Panels Pvt Ltd, Sharon Veneers Pvt Ltd and Sharon Wood Industries Pvt Ltd with it. Three
years later, in 2010-11, the company expanded plywood and veneer capacity by 30,000 cbm
at its Kandla plant, increased laminate capacity by 1.2 million sheets at Joka, near Kolkata;
and doubled its capacity of pre-laminate boards to 16,00,000 sqm.

In terms of brand communication, Greenply and Centuryply rely heavily on high-decibel

above-the-line initiatives. While the former launched a TVC campaign with always hoyenga
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jingle, the latter inked a marketing alliance with Dharma Production and Red Chillies for My
Name Is Khan. In fact, the two companies have been high on promotional activities,
consistently spending nearly 3-4% of their turnovers on marketing and promotion. Expenses
on the same during 2008-12 registered a CAGR of 20% and 13%, respectively, for the two
companies.

For expanding its reach, Greenply augmented its network to 13,000 distributors, dealers,
sub-dealers and retailers in more than 300 cities. Taking a cue from gen-next retail, it opened
seven Green Studio outlets in 2009-10, a one-stop gallery for interior surfacing needs, and
launched 20 such galleries in 2010-11. Also, Uniply launched its second Elements
showroom in New Delhi in 2010-11 and expressed intentions to open more retail outlets
across India in the coming years. Centuryply too has increased its channel partner count to
5,000-plus across the country, while Archidply has opened new stock depots in Mumbai,
Kolkata, Bhubaneswar and Bengaluru.

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Chapter 3
Company Profile

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3.1 Durian Industries Pvt Ltd

First impression is the last impression. Inspired by this principal rule of the interior
design industry, Durian started its state of the art factory for the manufacturing of Decorative
High Pressure Laminates on 1st Feb 2006. Along with Decorative High Pressure Laminates,
its factory is also equipped to produce Metal Foil Laminates, Abrasion Resistant Laminates,
Dry Wipe Marker Board Laminates, Chalk Board Laminates, Post Forming Laminates,
Digital Printed Laminates, Screen Printed Laminates and Door Skins to name a few. Keeping
quality in mind, the factory is certified for ISI 2046:1995, ISO 9001:2008 and ISO
14001:2004. It also adhere to British European Standards (BS EN 438) and NEMA Standards
(ANSI/NEMA LD 3). They are proud of the fact that their was the first Indian Laminate
Manufacturing Company to get accreted with the prestigious FSC Certification.
They have also incorporated a 7point Quality Control System to ensure that every
single one of Durian laminate sheets goes through seven different quality control checkpoints
during its production period. This system guarantees that only the highest qualities of
products are made available to our valuable customers. In order to further guarantee the
quality of our finished product, they take extreme care in sourcing raw materials of the
highest quality. Their raw materials are acquired from industry leaders throughout the world,
including countries such as U.S.A., Italy, France, Germany, Belgium, Japan and Malaysia to
name a few. Their factory is also equipped with a state-of-the-art chemical plant, which
manufactures resins used in the production of laminates. Having a modern plant allows our
R&D team to experiment with innovative materials to produce quality resins that will stand
the test of time. As a result, we are the only brand in India to offer BFT (Borer, Fungus, and
Termite) Guard in our laminates.
The company understands the importance of technology, both in terms of the
machinery used and also with regards to the processes that enable optimal working of the
company. As a result, they have acquired quality equipment and implemented innovative
processes, which enable them to supply their products to markets throughout India and also to
countries in South-East Asia and the Middle East.

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Durian in Ahmedabad

Ahmedabad is the largest city and former capital of the Indian state of Gujarat. It is
the administrative headquarters of Ahmedabad district.

Durian Furniture impacts immediate living environment breathing life and function
into empty spaces. Objects around us become extensions of our bodies and directly affect the
quality of life. Through sensitive design, furniture can cater to a variety of human needs such
as those of the elderly, children, and etc. Today, the lifestyles are intertwined with the city's
fast pace and travails. The day goes like a breeze. Hence, it is indeed important to furnish
homes with the right kind of furniture that suits ones tastes, styles, comfort, sensibilities and
above all, the fast-paced life of Ahmedabad.

Keeping in mind the expectations, in the year, 1999, durian launched first retail
showroom of Durian Imported Furniture for homes at Ahmedabad in Gujarat. They at Durian
have a range of Home furniture & Office Furniture available. Be it modular sofas, state-of-the
art sofas, luxurious bedroom sets, contemporary wardrobes, latest dressers and stylish
furniture accessories office chairs and office desks, they have everything to offer to their
customers in Ahmedabad. In the year, 2006, Durian established a plant for manufacturing
decorative Laminates with latest machinery at Ahmedabad in Gujarat. All are furniture is
made of plywood. Durian is known as a company for our avant-garde product line, ingenious
offering and contemporary designs.

Owing to, today, Durian is proud to be named as 'Indias Leading Lifestyle Brand.
As of today, Ahmedabad holds the largest Durian showroom. Durians strong and
experienced design team at durian incessantly outdoes themselves by coming up with brilliant
ideas and setting latest trends. And when you are in the city of dreams to fulfil your goals and
ambitions, it is necessary to have the ideal household possessions.

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3.2 Durian Product Verticals

Home Furniture:

LIVING ROOM :- Sofa, Sofa Cum Bed, L Shape Sofa, Recliners Centre Table, Side Table
Tea Trolley, Dining Tables and Dining Chairs.

Sideboards TV Units/Wall Systems, Room Divider, Shelves & Bookcases, Chest of Drawers,
Miscellaneous Bar Stools, Bar Tables.

DINING ROOM :- Dining Tables, Dining Chairs, Sofa Cabinets, Tea Trolley, Room
Dividers, Armchairs, Bar Stools, TV Unit/Wall Systems, Sideboards, Bar Tables.

BEDROOM :- Beds, Wardrobes, Chest of drawers, Night Stand, Tea Trolley, Shelves &
Bookcases, Armchairs, Sofas and Sofa Cum Beds, TV Unit/Wall Systems

OUTDOOR :- Garden Furniture, Dining Tables and Dining Chairs

KIDS :- Kids Furniture

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Seating Solution:

CUSTOMISED CHAIRS :- Chairs, Leather, Eco Leather, Fabric, Mesh, Multi-Purpose,

Office Sofa and Public Seating.

DESK:- Presidential Desk, Director Desk, Managerial Desk, Executive Desk and Home
Office Accessories.

MODULAR SOLUTION:- Storage Modular.

CONFERENCE/MEETING :- Conference/Meeting, Desk Chairs, Customised Chairs

RECEPTION :- Reception Desk, Chairs, Office Sofa, Public Seating , Centre Table Side
Table Magazine & Newspaper Rack.

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Veneer
Veneer was the natural extension to our product range after plywood. In fact, we were
the pioneers in the veneer business in India. We have always been on the forefront in
sourcing the best and rarest species of veneers from different parts of the world. Our veneers
conform to the most stringent of international quality standards resulting in constant supply
not only in the domestic market but the international market as well. We travel the world to
study global trends and market. The ultimate outcome of our research and experimentation is
some of the innovative categories such as fumed, dyed and D'ziner veneers. Each of these is
sure to match your passion for the exquisite. That's Durian Veneers - luxury that surpasses
conventional standards to meet the most discriminating tastes.

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Plywood

Over the span of 3 decades, with changing times and trends Durian has adapted new
technologies to produce world class Plywood and Block Boards.
Due to continuous product development and stringent quality control measures, Durians
commercial, marine grade plywood and block boards are today considered as one of the best
in its class. No wonder Durian plywood has been the most preferred choice in the industry for
years.

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Doors

An epitome of elegance and durability Durian doors are manufactured combining the
best of both worlds, old-world craftsmanship with latest technology. Utilizing highest grade
materials Durian doors are crafted with the utmost attention to detail to ensure the absolute
quality and beauty of each piece. Durian door range exhibits widest variety of styles, designs
and materials that are sure to match every need, taste and style. Durian door range comprises
Flush doors, Moulded panel doors, PVC Moulded panel doors & carved doors skins. Quality,
selection, price for a beautiful home or office, quality begins at Durian.

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Laminates
Durian is one of the leading manufacturers of superior quality laminates range that
can only be limited by the imagination. With the stringent quality check, high manufacturing
standards and modern infrastructure, it offers top quality decorative laminates, door skins,
metal foil, dry wipe marker board, chalk board, post forming, compact, digital and screen
printed laminates with Borer, Fungus and Termite (BFT) guard on all its laminates. Realistic
natural textures paired with veneer prints and creative abstract textures, metallic foils and
fancy prints enables you use Durian Laminates to express your individuality in a myriad of
ways.

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3.3 Ranges in Durian Laminates

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Romania Range (1mm):Durians Romania range is a collection of premium laminates available in 1.00 mm
thickness. Each of the designs and textures in this collection has been produced to the
exact specification of their design team. After intense research of both, national and
international, markets their designers have developed this product line in
collaboration with top European and Japanese printers and engravers.

Italia Range (0.8mm):Durians Italia range is a collection of premium laminates available in 0.80 mm
thickness. Each of the designs and textures in this collection has been produced to the
exact specification of their design team. After intense research of both, national and
international, markets our designers have developed this product line in collaboration
with top foreign and domestic printers.

Espania Range (0.8mm):

They at Durian believe that everyone has the fundamental right to select as per ones
own liking. Appearance, beauty & structure aside, nobody would like to compromise
with CHARACTER. Gone are the days of mundane white interiors of furnitures.

They are proud to present the latest collection of Durian Espania called The Inside
Story. Introduced after immense research, this new range offers to its customers
nothing but the best to safeguard their valuables placed inside their furniture pieces
while giving them the ability to express their individuality.

This range of product has been designed specifically for application inside of furniture
pieces for the following reasons:

Majority of the designs selected are light in colour. This enables more light to be
reflected from the surface onto your belongings for easy visibility. In fact, we have
taken inspiration from traditional wallpaper designs that also work to reflect light
inside a given space.

The Matt texture has been purposefully selected due to its smooth surface, which
prevents the accumulation of dirt & dust and provides for each cleaning.

Borer, Fungus & Termite (BFT) Guard enhances the capability of the laminates to
further protect furniture, garments, cosmetics, jewellery and other valuables. Given
35 | P a g e

the fact that furniture interiors usually have a greater surface area than the exterior, we
have specially produced this range to be extremely cost-effective as compared to other
traditional forms of decorative laminates. Apply Durian Laminates outside and inside of
your furniture to have a worriless sound sleep for years to come!

Britannia Range (0.7mm)

Durians Britannia range is a collection of premium laminates available in 0.70 mm

thickness. Keeping current market conditions is mind; Durian has decided to launch
its Britannia range as a cost-effective alternative to other more expensive brands. By
utilizing economies of scale, Durian is able maintain quality and reduce costs so as to
target the mass market.

Exterior Range

Durian Exterior-Lam is a tough, strong and all-terrain High Pressure Laminate

manufactured specially for exterior applications. This quality of laminates can be used
for external decoration of your buildings, shops, houses, warehouses, factories etc.

Meeting the International Standard EN 438-6 type EDF (Resistant to Extreme

Climatic Conditions), Durian Exterior-Lam can be applied on the exterior surface to
help them withstand all weather conditions while enhancing the beauty of any
building. Available in various designs and textures, Durian Exterior-Lam is an
invention to beautify and make over the age-old plastic and plaster looks of exteriors.

With properties of solid strength and beautiful looks, it is an ideal product for external
use, which is available in various thickness ranging from 4 mm to 10mm designed to
suit any requirements.

Available in 4mm / 6 mm / 8mm thickness.

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All Core Laminates:All colour core laminates are made out of layers of same or matching colour throughout the
thickness of the laminate. Colour Core laminates are used to avoid the black colour seams which
appears on the edges/joints of the normal laminates. It is used to give an even and consistent look to
the surface and the edges. Available in Glossy and Matt finishes, these products give seamless and
edgeless decoration to any substrate or furniture. Wide range of colour choice is available for giving
fancy and optical bright looks.
The colour core sheets are used to make table, desk, counter tops, drawers, cabinet fronts etc. which
are designed to be made without using mouldings along the edges.

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3.4 Prestigious Clients

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Chapter 4
Introduction of topic

40 | P a g e

Introduction

My topic for the summer internship project at Durian industry Pvt Ltd was to study
Dealers preference on Durian Brand of Laminates as in to collect responses from the
Dealers dealing in Durian laminates, visiting hundred dealers stores and showrooms for
filling up the questionnaires and trying to get most genuine response from them, which are
scattered in different parts of the Ahmedabad city.

In order to judge Durian Market share concentrated in the hands of those hundred
stores and showrooms dealing in laminates as well as other wood products, who all are the
most efficient dealers selling most of the laminates during the whole month period, who all
are the dealers having low share of Durian laminates in their respective stores and
showrooms.

What all issues are faced by the Durian Dealers of laminates in terms of quality,
schemes and delivery system of the company or any other type of issues related with the
Durian Brand.

The Project consist of collection of the most genuine response from the dealers of the
durian and presenting them into the text, pictorial and chart form for easy access to the
information related with Durians Dealer preference related to the Durian Laminates.

Going through the project you will gain insight about the overall likes dislikes, pitfalls
and good side of the laminate product of the Durian Brand.

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Chapter 5
Analysis & Interpretation

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5.1 Zonal Distribution of Durian Dealers

Area (Zone)

No of dealers

WEST

56

SOUTH

26

EAST

NORTH

CENTRAL

Grand Total

100

Fig 5.1: Ahmedabad Dealer Network - Area wise

CENTRAL
3%

EAST
8%

NORTH
7%

WEST
SOUTH
EAST
NORTH
WEST
56%

CENTRAL

SOUTH
26%

Interpretation:-

From the above graph, we can interpret that Durian laminates are majorly having Dealers
in Western zone of the city, which includes 56% of the Durian Dealers network. Second

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major share is in southern zone of the city, which is 26% of the Durian Dealers Network
other zones like east, north, and central are having less percentage of dealers.
East region includes only 8% whereas Northern and Central region includes only 7% and
3% of the dealership network.
Western zone includes areas like:Gurukul Road, Judges Bunglow Road,Bodakdev,Vastrapur,Bopal,Sola
Road,Chanakyapuri,Vadaj,Ambavadi,Pralhadnagar,Thaltej,Satellite,S.G Highway,Science
City Road,Memnagar,Ghuma Road Area of Ahmedabad city.
South zone includes areas like:Isanpur,C.T.M,Timber Market,Behrampura,Gita Mandir Road and Odhav Area of
Ahmedabad city.
East zone includes areas like:Naroda, Shahpur and Rakhiyal Area of Ahmedabad city.
North zone includes areas like:Shahibaug,Chandkheda,Meghaninagar,Asarawa,Chandlodiya,Gota Area of Ahmedabad city.
Central zone includes areas like:Paldi,Navrangpura,Asharam Road Area of Ahmedabad city.
Therefore durian might have to concentrate in building their dealers concentration in low
percentage coverage area zones like North,East and Central parts of Ahmedabad city.

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5.2 Tenure of the Business

No of years in business

No of dealers

5 to 10

25 to 30

14

10 to 15

17

>30

18

20 to 25

20

15 to 20

23

Grand Total

100

Dealer Profile - Business since no of years

15 to 20
23%

5 to 10
8%
25 to 30
14%
5 to 10
25 to 30
10 to 15
>30
10 to 15
17%

20 to 25
20%

20 to 25
15 to 20

>30
18%

Interpretation:From above graph it can observe that 23% of durian dealers are into this business since 15
to 20 years, 20% are into this business since 20 to 25 years, 17% are into this business since
10 to 15 years, 18% are into this business since more than 30 years, 14% are into this
business since 25 to 30 years and 8% are into this business since 5 to 10 years.

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Therefore in order to capture more market share of durian laminates durian can concentrate
into building more such type of dealers who are into this business since 30 and above years of
age in order to take benefit of more sales of their laminates because of dealers goodwill and
long years of experience in this field.

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5.3 Dealers Business Profile

PRELAM/MDF/PARTICLE
Type
%

PLYWOOD LAMINATES VENEER

57%

26%

8%

BOARD

HARDWARE

7%

2%

Fig 5.3:-Dealer - Business

Profile

HARDWARE

PRELAM/MDF/PARTICLE BOARD

VENEER

LAMINATES

PLYWOOD

2%
7%
8%
26%
57%

0%

10%

20%

30%

40%

50%

60%

Interpretation:It was observed from the above business profile graph that dealers are mostly dealing in
product which is plywood having maximum share in the business which is 57%, after that
maximum share is of the product which is laminates which dealers keeps for selling in to
their business includes 26% share and products like Veneer,Prelam/MDF/Particle Board and
Hardware products are having share of 8%,7% and 2% approximately.
Therefore durian must aim to cater maximum share in those 26% of the share of laminates
in the business profile of the dealers business.

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5.4 Dealers Dealing in other Brand of Laminates.

No of brands dealing with other than

60
50

Durian

No of dealers

52

27

11

10

Grand Total

100

Fig 5.4:-DEALING IN BRAND OTHER

THAN DURIAN
52

40
27

30
20

11

10

10
0
3

Interpretation:From above graph we can see that out of 100, 52 dealers were such that which are also
dealing in the other 3 brands of laminates than durian laminates, 27 dealers were such that
were dealing in other 2 brands than durian laminates, 10 dealers were such that are dealing in
1 other brand of laminates with durian brand and out of 100, 11 were such that are
exclusively selling only durian brand of laminates.

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5.5 Monthly Sales of Laminates

MONTHLY SALES OF LAMINATES (IN UNITS)
LIINERS

BRANDED 1MM

UNBRANDED/LOWER 1MM

0.8 DECORATIVE

318

103

80

674

Fig:-5.5:-Dealer - Monthly Sales of

Laminates

0.8 DECORATIVE

UNBRANDED/LOWER 1MM

BRANDED 1MM

LIINERS

80
103
318
674

100

200

300

400

500

600

700

800

Interpretation:From the above dealer sales graph we can observe that majorly Liners are sold out in the
market, during whole month on an average 674 units of liner laminates are sold out, 318 units
of branded 1mm type of laminates were sold out, on an average 103 units of unbranded/lower
in 1mm of laminates were sold out and approx. 80 units of decorative laminates with 0.8mm
were sold out into the market.

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5.6 Preference Criteria

Preference
Criteria

RANGE PRICE AVAILABILITY SERVICE

1st preference

37

30

13

20

2nd preference 33

26

36

3rd preference

15

31

34

20

4th preference

15

13

17

55

Fig 5.6:-Dealer - Preference Criteria for selection of brand

60

55

50
40

37

36

33

30

30
20

31

34

26

15 15

13

13

17

10

20

20

0
RANGE
1st preference

PRICE
2nd preference

AVAILABILITY
3rd preference

SERVICE
4th preference

Interpretation:Above graph shows dealers preference criteria for choosing the brand of laminates in their
respective stores or showrooms for sell:Range: 37 dealers gave 1st preference to the brand which is having wide range of products, 33
dealers gave 2nd preference to the range in the brand, and 15 dealers gave 3rd and 4th
preference to the range in the brand.
Price: 30 dealers gave more importance to the Pricing factor in the brand which gave 1
preference to the price than any other factor from above like range availability or service, 26
dealers gave 2nd preference to the price 31 gave 3rd preference to the price and 13 gave 4th

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preference to the price that means that for them other factors like range, availability and
service are more important.
Availability: 13 dealers gave 1st preference to availability of the product and no other factors,
36 gave 2nd preference to availability, 34 gave 3rd preference to the availability criteria and 17
gave 4th preference to the availability in the brand.
Service: 20 dealers said that in any brand service is the most important factor so they gave 1st
preference to the service, 5 dealers gave 2nd preference whereas 20 and 55 dealers gave 3rd
and 4th preference to the service factor in brand.
Therefore we can say that 55 dealers which are maximum, who all are given low
preference to the Service factor for choosing the brand, it means that other criteria like
Range, Price and Availability plays important role more than service factor for Durian dealers
for selling in their respective showrooms.

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5.7 Attraction towards other brands because of schemes

BENEFITS OFFERED BY COMPETITORS

No. of Dealers

BUMPER DRAW SCHEME

FAST DELIVERY OF ORDERS

STABLE RATES

WARRENTY

CASH DICOUNT

HIGH PROFIT MARGIN

LONG CREDIT PERIOD

LOW SALES TARGET FOR TRIPS

TIMELY DELIVERY

SPECIAL DISCOUNT

17

Grand Total

39

Fig 5.7:-No. of Dealers

17

SPECIAL DISCOUNT
6

TIMELY DELIVERY
4

LOW SALES TARGET FOR TRIPS

LONG CREDIT PERIOD

HIGH PROFIT MARGIN

3
No. of Dealers

CASH DICOUNT
WARRENTY

STABLE RATES

FAST DELIVERY OF ORDERS

BUMPER DRAW SCHEME

1
0

10

12

14

16

18

Interpretation:From above graph we can observe that 17 dealers are getting special discounts then durian
brand of laminates, so that they are attracting towards other brand of laminates,6 dealers are
such that they are getting fast delivery then durian brand for which they are attracting towards
other brands,4 dealers says that sales targets are low for free trips in other brand,3 dealers
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says they are getting long credit period and high profit margin from other brands,2 dealers are
getting more cash discounts and other 4 dealers says they are getting more warranty period,
stable rates,fast delivery of orders and schemes in other brand then durian.

5.8 Quality Issues in Durian

No.
Quality Criteria
QUALITY

of

Dealers

ISSUES

TOWARDS

DURIAN

LAMINATES

29

NO QUALITY ISSUES TOWARDS DURIAN

LAMINATES

71

Fig 5.8:-Quality Issues with Durian Brand

QUALITY ISSUES TOWARDS DURIAN LAMINATES
NO QUALITY ISSUES TOWARDS DURIAN LAMINATES

29%
71%

Interpretation:From above graph we can conclude that out of 100 dealers 29 were such dealers which had
faced quality issues with durian brand of laminates and 71 were such that had never faced
quality issues in durian brand of laminates.

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5.9 Types of Quality Issues

Type of Quality Issues

No of dealers

Cracks

Bending

Bubbles

Colour Variation

Quality not as it was

before

Grand Total

29

Fig 5.9:-Type of Quality Issues

No of dealers

Cracks

Bending

Bubbles

Colour
Variation

Quality not as
it was before

Interpretation:From above graph we can say that out of 29 dealers who had faced quality issues out of
them 9 cases were such that had faced problem of cracks in the laminates,8 faced bending
problem,6 cases were such that faced problem of bubbles in the laminates and 3 cases of
colour variation were found, 3 dealers thinks that quality is not as it was earlier.

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5.10 Satisfaction Level

Satisfaction
Level

RANGE SIZE TEXTURE COLOR THICKNESS

High

40

24

29

29

26

Moderate

51

55

58

60

57

Low

21

13

11

17

Fig 5.10:-Satisfaction Level - Durian Brand

THICKNESS

26

COLOR

29

TEXTURE

29

SIZE

57
60

13

55

21

40
0

11

58

24

RANGE

17

51

20

40
High

60
Moderate

80

100

120

Low

Interpretation:From above graph we can see that

In Range;40 dealers were highly satisfied with Range of Durian laminates, 51 were moderately
satisfied with the Range in Durian laminates and 9 dealers were having low satisfaction
towards the range in durian laminates.

In Size:24 dealers were highly satisfied with size of Durian laminate, 55 were moderately satisfied
with the size in Durian laminates and 21 dealers were having low satisfaction towards the
size in durian laminates.
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In Texture:29 dealers were highly satisfied with Texture of Durian laminates, 58 were moderately
satisfied with the Texture in Durian laminates and 13 dealers were having low satisfaction
towards the range in durian laminates.

In colour:29 dealers were highly satisfied with colour of Durian laminates, 60 were moderately
satisfied with the colour in Durian laminates and 11 dealers were having low satisfaction
towards the colour in durian laminates

In Thickness:26 dealers were highly satisfied with thickness of Durian laminates, 57 were moderately
satisfied with the Thickness in Durian laminates and 17 dealers were having low satisfaction
towards the Thickness in durian laminates.

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5.11 Dealers most Likeliness Criteria towards Durian Brand

LIKE MOST ABOUT BRAND

AFTER SALES

CREDIT PERIOD AND

CASH DISCOUNT

SALES

SERVICE

POLICY

OFFER

APPROACH

48

24

21

32

Fig 5.11:-Durian - Likeliness Criteria

24

AFTER SALES SERVICE

21

CREDIT PERIOD AND POLICY

32
48

CASH DISCOUNT OFFER

SALES APPROACH

Interpretation:From above graph we can see that 48 dealers are liking cash discounts offers the most in
durian brand, 32 dealers are liking credit Period and policies and 21 dealers and 24 dealers
are such that they are liking after sale service and sales approach the most in the Durian.

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5.12 Prices & Quality Level

PRICE AT PAR TO QUALITY

No. of Dealers

YES

88

NO

12

Fig 5.12:-Durian - Price at Par its

Quality
NO
12%

YES
88%
YES

NO

Interpretation:From above graph we can see that 88 dealers says yes that the laminate of durian is
equivalent to its price and 12 dealers says that no that the laminates of durian does not
possess quality equivalent to its price.

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5.13 Delivery Issues faced by Dealers

Delivery Issues

No of Dealers

Yes

15

No

85

Fig 5.13:-Durian - Delivery Issues

Yes
15%

No
85%

Yes

No

Interpretation:From above graph we can see that 85 dealers such that had never faced delivery issues and
only 15 dealers were having issues related with delivery of the durian laminates.

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5.14 Boost in Sales Due to Catalogue Modifications

Modifications in Catalogue helps boosting Sales

No of Dealers

Yes

54

No

46

FIG 5.14:-MODIFICATIONS IN
CATALOGUE HELPS BOOSTING SALES
Yes

No

46
54

Interpretation:From above graph we can interpret that 54 dealers said that yes modification in catalogue
periodically boost sales and 46 dealers were of the opinion that no increase or decrease in
sales occurs due to modifications in catalogue.

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5.15 Resultant Increase in Sales Due to Catalogue Modifications

Increase in Sales

No of Dealers

0% to 10%

23

10% to 20%

15

20% to 30%

13

<30%

FIG 5.15:-INCREASE IN SALES DUE

TO CATELOGUE MODIFICATION
25

23

20
15

15

13

10
3

5
No of Dealers
0% to 10%

10% to 20%

20% to 30%

<30%

Interpretation:From the above chart we can see that 23 dealers were of the opinion that catalogue
modification can boost sales up to 0 to 10 percent, 15 were of opinion that it boost sales up to
10 to 20 percent, 13 were of opinion that it boost sales up to 20 to 30 percent and 3 were of
the opinion that catalogue modification can boost sales more than 30 percent.

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5.16 Brand Competitors

Brands

No of Dealers

ROYAL TOUCH

HERITAGE

CENTURY

GREENLAM

SUNDEK

OLIVE

ANTIQUE

BLOOM

SUNTOUCH

UNBRANDED

52

45

35

34

33

31

31

27

27

27

Fig 5.16:-Brands Preffered Other than Durian

52
45
35

34

33

31

31

27

27

27

1
ROYAL TOUCH

HERITAGE

CENTURY

GREENLAM

SUNDEK

OLIVE

ANTIQUE

BLOOM

SUNTOUCH

UNBRANDED

Interpretation:From the above chart we can see that major competitor of the Durian laminates is Royal
Touch brand of laminates with 52 dealers response, second one is Heritage brand of
laminates with 45 dealers response, other 5 brands like Century ,Greenlam, Sundek, Olive,
Antique are having more or less similar response by for being in competition with durian
brand and similar response by 27 dealers 3 other brands saying that Bloom, Suntouch and
other Unbranded laminates are in competition with durian brand of laminates.

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Chapter 6
Findings

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Findings:The Key finding of the entire report tells us that Durian Brand of laminates is one of
the best in the market all over basis the response obtained from hundred random Durian
Dealers from various parts of the Ahmedabad city. However, few loop holes have also been
observed from the responses which are related to the Quality, Service and Delivery criteria.

It was observed that the dealers of Durian are scattered in various parts of the city
mostly catering West and South zone of the city in which Dealers are dealing in the wood and
laminate products since very long time. This is very much beneficial to the Durian Brand to
maximize its sales from these zones of the city. However, company must aim to cater East
zone Northern zone too in near future to capture & capitalize on the untapped & opportunity.

Also the report reveals about competition being at its peak. Hence, in order to sustain
or achieve growth in the market Durian must keep its focus on competitors strategies and try
to build up the best strategies to tackle the laminate market in Ahmedabad.

Competitors are opening their own exclusive retail outlets in various parts of the
Ahmedabad city, so few dealers were of the opinion that Durian should also open their own
exclusive retail outlets in the city.

Many dealers are specifically liking schemes like foreign trips on completion of sales
target, cash discounts and overall sales approach of the brand which can be termed as cherry
on the cake for the company.

It was observed that the company has maintained best possible relations with dealers
in the market which can be witnessed by the way the dealers treated me during my survey.

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Chapter 7
Recommendations

65 | P a g e

Recommendations

From the various responses obtained from Durian Dealers, it was observed that there
are several issues related to the delivery system as a whole. Timely delivery of the product in
the areas mostly which are far away from the depot of the Durian in Ahmedabad is turning
out to be one of the main limitation of the brand. Hence, Durian must aim at to resolve those
issues with bringing changes to improve the delivery system.

Few of the dealers were of the opinion that product quality is not as it was previously,
few complains of cracks, bubbles, colour variations and bending of the laminate sheet was
also received as a response from few dealers, so company can research on those particular
quality issues which Dealers are facing to keep their interest in Durian Brand of laminates.

Few dealers were facing problems in receiving catalogues, cutters and other such
small things, which might can hamper sales for the Dealers indirectly affecting the Brand too.
Catalogue was not available into few stores and showrooms and few were having those old
catalogue with old designs due to which Dealers were diverting the Durians laminate
customers into other Brands of laminates, So Durian must look upon issues related with
catalogue and it should be provided to the Dealers showroom on time.

Few dealers recommended about the rate variations from dealers to dealers for same
product in the same market area, which can be not good for the image of the Brand, so this
issues must be resolved.

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Chapter 8
Conclusion

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Conclusion

Dealerships financial success depends largely next to fluctuations in demand and

changing market conditions on a good cooperation with the customers. Additionally, the
decisions at the central level, including the timeliness of product deliveries, the amount of
dealer allowance, credit sales, trade promotion, ensuring product quality according to
customers preference, and charging reasonable price are a decisive influence on the
profitability of dealership business.

The present research may have a contribution to the literature since it has been
observed that value generation and promotion as the most important factor concerning the
satisfaction level of the dealers of Durian laminates. From the end user perspective both the
Durian Industry Pvt Ltd and the regulatory bodies may attach more importance to the linkage
between benefits provided to the dealers and the level of satisfaction of the dealers of Durian
laminates.

This organization may focus to increase its consumer sales promotional activities as
the market needs. The findings of this paper will be beneficial both to the principal company
as well as to the dealers of Durian laminates. For the company this will help to get the
maximum satisfaction of dealers of Durian laminates as well as its end users, in effect,
dealers can play an important role to increase the earnings of the company. The major
limitation of this project is that this survey was only conducted to explore and find out the
factors affecting the satisfaction of hundred Durian dealers in parts of Ahmedabad.

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Bibliography

Literature Review:
Arora, M2012, 2012 India Dealer Satisfaction with Aotomotive Manufacturers Index Study,
J.D. Power Asia Pacific Reports, viewed 8June 2012,
http://autos.jdpower.com/content/press-release/CuxlIKz/2012-india-dealer satisfactionwith-automotive-manufacturers-index-study.htm.
Ashraf, MA and Ibrahim, Y & Joarder, Mohd. HR2009, Quality education Management at
private universities In Bangladesh: An Exploratory Study,Jurnal Pendidikdan
Pendidikan, Jil. 24, pp. 1732.
Awbi, A 2006, Product Availability Key to Customer Loyalty, viewed 16 July, 2012,
www.foodanddrinkeurope.com/Consumer-Trends/Product-availability-key-tocustomerloyalty.
Berry, AB
2011, Timeliness &
Customer
Satisfaction, viewed
16
July 2012,http://www.aquariustraining.com/timelinessandcustomers.html.
Cateora, PR& Graham, JL 2004-05, International Marketing, McGraw-Hill.
Henry H. "Skip" Hegel 2009, The Marine Industry is changing Do you need to as well?
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n.2,or.r_gc.r_pw.r_qf.,cf.osb&cad=b.
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Association(IOPFDA),viewed
2012,http://www.acronymfinder.com/Independent-Office-Products-andFurnitureDealers-Association-(IOPFDA).html.

26

June

Jule B.Gassingeimer, Roger J. Calantone & Joseph I. Scully 1995, Supplier involvement and
dealer satisfaction: implications for enhancing channel relationships, Journal of
Business & Industrial Marketing, Vol.10 Iss: 2, pp.7-19.
J.D. Power and Associates, 2012, Lexus, Mini take home dealer satisfaction laurels in latest
J.D. Power survey 2012, viewed 26 June
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Kaufman, A 2012, Manufacturer to Dealer Relationships, WIKIPEDIA the

freeencyclopedia, viewed 7 June 2012, http://en.wikipedia.org/wiki/Andy_Kaufman
Kaufman, D 2012, Manufacturer to Dealer Relationships, viewed 8 June
2012,http://www.dwmmag.com/index.php/the-future-ofmanufacturerdealerrelationships/.
Kotler, P & Keller, KL 2008, Marketing Management, Pearson Prentice Hall, New Delhi,
India.
Kotler, P, Keller, LK, Koshy, A &Jha, M 2009-10, Marketing Management: A South Asian
Perspectives, Pearson Prentice Hall, New Delhi, India.
Kotler, P& Armstrong, G2008, Principles of Marketing, Pearson Prentice Hall.
Kotler, P, Armstrong, G, Agnihotri PY & Haque, ul E2012-13, Principles of Marketing: A
South Asian Perspectives, Pearson Prentice Hall.
Malhotra, NK 2008, Marketing research: an applied orientation, Prentice-Hall of India Private
Limited, New Delhi.
OFDA, 2007-2008, The Office Furniture Dealer Manufacturer Satisfaction Index Survey,
viewed 7 June2012,http://www.maispace.com/ac/nov08/the-officefurniture-dealermanufacturer-satisfaction-index-survey.
Schiffman, LG & Kanuk, LL 2010-11, Consumer Behavior, Prentice Hall of India Private
Limited, New Delhi.
Wikipedia, the free encyclopedia, Customer Satisfaction
en.wikipedia.org/wiki/Customer_satisfaction

Industrial and Company Introduction:http://en.wikipedia.org/wiki/Lamination

http://www.merriam-webster.com/dictionary/plywood
http://en.wikipedia.org/wiki/Plywood
http://durian.in/HomeFurnitureLayout1.htmlhttp://durian.in/laminates.html
http://www.durianlam.com/company-profile/
http://www.jstor.org/discover/10.2307/3151815?uid=2134&uid=3738256&uid=2&uid=70&u
id=4&sid=21104511524493

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Annexure:Durian Dealer Review Questionnaire

Dear Sir/Madam,
I Hamza A Sadikot student of MBA, as a part of my practical exposure on behalf of the
Durian laminates conducting the survey only for academic purpose and I assure you that any
details of yours would not be misused.
Kindly give your genuine response to this questionnaire with keen interest and with the
purpose which can help in my Project report as well as it can be beneficial to you in
improvement of various aspects related to the Durian laminates.

M/S: -

_________________________________________________________________

Address: - _________________________________________________________________
Owner's Name: - ____________________________________________________________
Respondent's Name: - _______________________________________________________

1. Time since you are in this business?

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2. Business Profile:
a. Plywood

% Sales

b. Prelam / MDF / Particle Board

% Sales

c. Laminates

% Sales

d. Veneer

% Sales

e. Hardware

% Sales

3. Which all brands of Laminates do you sell?

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

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

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

4. Do you sell Durian Laminates?

a. Yes { }

b. No { }

5. Monthly sales of laminates?

(In units)

a. Branded 1mm

..................

b. Unbranded / lower branded 1mm

..................

c. 0.8 mm decorative

..................

d. Liners

..................

6. Primary criteria to decide which brand of Laminates you sell?

a. range available in the brand

b. pricing factor

c. availability of the laminates

d. service

}
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7. Which benefits does the company offer that attract you to sell their brand of laminates?
(schemes/offers or mode of payment)

8. Have you faced any quality issues with Durian laminates?

a. Yes { }

b. No { }

(if yes what kind of issues, mention below)

9. How satisfied are you with the availability of our laminates in different variants, sizes,
textures etc.?
Satisfaction level:CRITERIA

HIGH

MODERATE

LOW

RANGE
SIZE
TEXTURE
COLOUR
THICKNESS

10. If satisfied with our brand, what all do you like the most about our brand?
a. After sales service

b. Credit Period and Policies

c. Cash discount offers

d. Sales Approach -----------------------------------

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11. Do you think that our laminates price is equivalent to its quality offered?
a. Yes

b. No

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

12. Have you faced delivery issues for your orders?

a. Yes

b. No (if yes what were they please mention below)

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

13. We periodically change our catalogue with various variants and textures as per the market
preference of Customers, do you feel that boost in your sales level and profits by this act of
Durian?
a. Yes

b. No (if yes by how much percentage your sales get increased after introducing

new variants, colours and textures updating in our catalogues periodically)

14. What all brands of laminates according to you are in competition with durian in your
area?

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

15. Any Suggestions or recommendations for our brand?

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