1

CHAPTER 1

GENERAL INTRODUCTION

2
INTRODUCTION

Marketing is the performance of business activities that direct the flow of goods and services from
producer to consumer or users. Marketing means managing markets to being about exchanges and
relationship for the purpose of creating value and satisfying needs and wants. The first step in the
research process is formulating the research problem. It is most important stage in applied research,
as poorly defined problems will not yield useful results. It is said that “a problem well defined is half
– solved”. Poorly defined problem causes confusion and does not allow the researcher to develop a
good research.

Here in my research the main problem is “An organizational study of Kasaragod

District co-operative Rubber Marketing Society (KDCRMS) with specialized in marketing “. Rubber
market is huge in India but we do not know the marketing strategy of this industries .So the main
problem of this report is a study of marketing activities in KDCRMD. The important feature of
modern marketing is that the entire business system must be oriented towards the satisfaction of
customers and there should be a unified approach under which marketing should begin with the
product and continue even after sale.

Rubber Marketing Societies are set up to assist the small scale rubber growers and
rubber dealer .According to the statute each and every dealers and manufacture including rubber
marketing society should obtain license from the Rubber Board for dealing the rubber. The
producers of rubber also have to take licenses for planting rubber trees.

Among the plantation croup’s rubber is the dominant croup. Rubber industry has an
important role in the economic development of India. It provides some of the basic row material for
the industries. The Rubber cultivation in India is mainly confined to a narrow belt from Kanyakumari
District in the south to the Coorg District of Kannur in the North. Now a days, rubber and rubber
product have a vital role in the economy of Kerala.
3

Structure of Rubber Marketing Co-operatives in Kerala

Kerala State Co-operative Rubber Marketing Federation

District Co-operative Rubber Marketing Society

Primary Rubber Marketing Societies

Kerala State Co-operative Rubber Marketing Federation popularly known as ‘Rubber Mark’ is
the apex institution of primary Rubber marketing co-operatives in the state. Besides primary
societies other organization which are engaged in Rubber marketing, Government of Kerala and
Rubber Board also are members of the federation. The Rubber industry in Kerala is highly export-
oriented industry.

The Kasaragod District Co0-operative Rubber Marketing Society (KDCRMS) was

established on 21st March 1967
4

1(a) STATETMENT OF THE PROBLEM

The Research has been conducted on the topic “An Organizational study (with special reference to
marketing) at the Kasaragod District Co-operative Rubber Marketing society. This study will help the
company to improve their marketing activities in future. In this context, the topic - “AN
ORGANISATIONAL STUDY OF KASARAGOD DISTRICT CO-OPERATIVE RUBBER MARKETING SOCITY
SPECIALISED IN MARKEITING is very significant.

The Backbone of Kerala farmers is natural rubber and the KDCRMS is having monopoly
market share in the centrifuged latex in the Kannur and kasaragod district of Kerala. This Research
was conducted to see the marketing activities of kasaragod District Co-operative Rubber Marketing
Society. From the research it was clearly found that KDCRMS has to concentrate more on
marketing activities.

1(b) OBJECTIVES OF THE STUDY

This study is aimed at a certain objectives. On that base we can do further studies. Here in
this research my main objectives are to analyze marketing activities of KDCRMS. The main
objectives, of the study are as follows:-

 To know the future demand of rubber with regard to production and consumption of natural
rubber in India.
 To know the sales through direct marketing of KDCRMS during the last 5 years.
 To identify the extent to which customers are satisfied.
 To know the market share of KDCRMS.
 To make suggestions based on the study conducted.
 To know the today’s price of farms products based on per kg latex.
 To get response regarding the suggestions from KDCRMS staff for the promotion of
monsoon farms and farm products.
 To understand the marketing performance of the industry.
 To have an in depth study of various marketing activities by the industry.
 To identify strength, weakness and threads of the organization.
1(c) SCOPE OF THE STUDIES
To understand the marketing activities of rubber sheets and foam products in Kasaragod
District Co-operative Rubber Marketing Society (KDCRMS) was main aim of this study. The scopes of
the study are as follows:-

 This study is very helpful to understand the distribution channel systems of

the company.
 This study is very helpful to understand the market share of KDCRMS
 This study helps to know the whole marketing activities of rubber sheets,
cenex and foam products in KDCRMS.
 This study helps to know the future demand of rubber with regard to
production and consumption of natural rubber in India.
 This study helps to know the future demand of rubber with regard to
production and consumption of natural rubber in India.
 This study helps to make aware of the company about different competitive
factor in the rubber industry.
 This study helps understand the element of marketing mix in the company.

1(d) RESEARCH METHODOLOGY

Research methodology is a systematic design collection of analysis, reporting of data and

finding relevant to specific marketing situation that is faced by the company. For money research
both primary and secondary data’s are equally important, researcher should know that from where
he she can collect the primary data and which the source of the secondary data. Primary are those
data which gives first hand information to the researcher and gives the current and fresh
information to the research objectives, on the other hand. Secondary data are second hand
information for the research work that data are collected by some for the specific purpose and
readily available from internet, magazine, newspaper articles are or any other research work carried
out by other people.

In this research the methodology of collective data is through direct interview and also observation
from. This indicates an organizational study of KDCRMS.
DATA COLLECTION

Data can be collected from two source ie. Primary sources and secondary sources.

SECONDARY DATA

Secondary data are second hand information for the research work that data are collected by
some for the specific purpose and readily available from internet, magazine, newspaper articles are
or any other research work carried out by other people. Secondary data refers to the is complied by
some other than the other researcher for purpose not directly related to the research. These are
readily available processing.

PRIMARY DATA

Primary are those data which gives first hand information to the researcher and gives the
current and fresh information to the research objectives. The primary data was generated through
direct interview with officials and direct observation which has used for the purpose of analysis and
interpretation.

In this study, data are collected from secondary sources .

LIMITATIONS OF THE STUDY

There are some limitations of the study also. They are as follows:-

 The analysis and interpretation is made under the assumption that is accurate. The
accuracy of data may not be ensured.
 Results are purely based on secondary data.
 The data collected is restricted in Rubber Society.
 As the study is with reference to a different environment, it may not be applied to
other units of the company.
 Due to limitations of the time, it was difficult to obtain sufficient data.
 The Research takes much more time then a simple research, it takes more than 4
months to do this research but due to the time constrain we have to do it in 5 weeks
time
 The project is only for academic purpose.
 CHAPTER II

INDUSTRY AND COMPANY PROFILE

History of Rubber:

When Christopher Columbus revisited Haiti on his second voyage, he observed some
natives playing ball. Columbus own men had brought their Castilian Wind-balls to play within idle
hours. However, they found that the balls of Haiti were incomparably superiors toys; they bounced
better. These high bouncing balls were made from a milky fluid, the consistency of honey, which the
natives harvested by tapping certain trees and then cured over the smoke of palm nuts

“Hevea Brasiliensis” is the most important source if natural Rubber and more than
97% of natural Rubber produced are from this tree. This tree is popularly called rubber tree. The
main crop from the Hevea Btasiliensis is a white milky liquid known as latex. It is obtained from the
tree by a process known as tapping. It is a process of controlled wounding of the plant in which a
thin layer of bark is removed. The latex the vessels in regions of the wound are opened by tapping
and latex flows out from the tree which is channeled in to a container attached to it. Christopher
Columbus introduces Rubber in to Europe. During his second expedition to the new world
Christopher Columbus the Italian born Spanish explorer and navigator is remembered by the rubber
growing and the rubber consuming commodity on account of his introduction of rubber to the
civilized world.

In 1736, a French astronomer was sent by his govt to Peru to measure and is of the
meridian, he brought home samples of the milky fluid and reported that the Indians used it for
lighting. He wrote that it burned without a wick very brightly and that the Indians made shoes from
it which was water proof. The Indians collected the gummy fluid from trees in pear-shaped bottles
on the necks of which they fated wooden tubes.. Pressure on the bottle sends the liquid squirting
out of the tube, so they resemble syringes.

Thirty-four years later and English writer wrote about a different use for the tree
gum and a new name. A stationer accidentally discovered that it would erase pencil marks, and as if
came from the India’s and rubbed of course it was renamed India rubber
GLOBAL RUBBER INDUSTRY.

World largest Rubber producing countries are Thailand, Indonesia and Malaysia.
These countries are having monopoly on rubber consumption is increasing. For the world as a whole,
the increase will be 50%, as compared to the year 2008 and half of this increases will taken by china.
Total worlds rubber consumption by 2020 will be in the order of 28 million tones. Other countries in
Asia will also show a remarkable growth. There is scope for expansion of production of tyres and
other rubber goods and for investment in this sector in Asia. There is vast scope for growth not only
in the manufacturing sector but also in the supply of various types of rubber. Substantial investment
in the sector is crucial as the projected 8 million tone increase in world rubber consumption between
2008 and 2020 is certain to be major challenge before the manufacture.
 World Production of Natural Rubber

Natural Rubber Production (1000 Tonnes) in 2009

35

30

25

20

15 Series1

10

Thailand is the world’s largest producer of natural rubber .it produced 3090 thousand tons
in 2009.Inonesia is the second largest producer contributing around 28%of the world’s total natural
rubber production. Malaysia produced 1078thousend tones and occupies third rank in terms of
production. India is the fourth largest producer of natural rubber in the world. In the year 2009 India
produced 881thousen tones of natural rubber, up from 807 thousand tones in the previous year.
India contributes 9% of the world natural rubber production. Other major producers include
Vietnam and China contributing 7% and 6%each to the world production.
 Table 2.1 Countries involved in Rubber Production

Territory Period Total Area

Indonesia 2006 3279.0

Thailand 2006 2133.0

Malaysia 2006 1255.0

Chain 2005 600.0

India 2007 615.0

Vietnam 2006 500.0

Brazil 2006 118.0

Srilanka 2005 128.0

Nigeria 1999 150.9

Liberia 2000 108.9

Myanmar 1995 104.8

The above chart gives an idea about the under rubber in the main producing countries of
the world. Indonesia, the second largest producer has 3279 thousand hectares under rubber.While,
Thailand which is the largest producer has 2133 thousand hectares planted with rubber. This implies
that Thailand has greater yield than Indinesia.Malaysia and China have 1250 and 600 thousand
hectares under rubber respectively. India has around 615 thousand hectares under rubber
plantations .as per the Rubber Board, India now occupies the first rank in terms of productivity at
1879kg/ha
 CONSUMPTION OF NATURAL RUBBER

(1000)IN 2008

Sales

11% China
26% Others
9%
Thailand
Rep of korea
9%
Malaysia

5% India

4% Japan
4% 32% USA

China being the fastest growing economy of the world is also the world’s largest
natural rubber consuming country. At 2560 thousand tones it consumes 26%of the rubber
consumed world over. USA is second largest consumer of rubber at 1040 thousands tones, followed
by Japan at 878 thousand tones. Other major consuming countries include Malaysia,Korea and
Thailand.
GLOBAL RUBBER INDUSTRY: THE ASIAN DOMINANC

Asian is now home to around 92% of the world supply of natural rubber, raw material for the
production of thousands of articles of everyday use.Tyre is prominent among them .The continent
provides major portion of the vehicles in use around the world and around 70% of the global
requirement of tyre to make them mobile. More than half of the synthetic tuber produced and
consumed in the world also is now Asia.

In the production of other rubber based articles like auto rubber components,
rubber based industrial and engineering products, foot wear products, latex based products like
latex foam and fiber foam, gloves ,condoms, latex thread,catheters,nipples,sport goods like
balloms,bladders and balls, the situation is no different. moreover, south and south-east Asia from
the hub of nearly 90% of the dipped products reaching.

RUBBER INDUSTRY IN INDIA.

Rubber cultivation in India has been traditionally confined to the hinder lands of south west
coast. Mainly Kerala state and Kanyakumari district of Tamil Nadu. The rubber plantation sector
employees about four lakhs persons directly with a good number of them being women

. Rubber plantation also provide a variety of ancillary products like honey seed oil, rubber wood and
scope for rearing honey bees. Rubber is an essential element for all forms of modern transportation.
It is used for making tyres, tubes, engine, mountings, breaks, radiator, houses, matting, linings,
cushions, etc. a modern car contains at least 70kg of rubber one way or the other. Use of rubber is
indispensable in other forms of transportation like bicycles, ships, railways, aeroplains, etc.
 India is one of the largest natural rubber producers in the world. Now it occupies
fourth most position in the production of natural rubber. Thailand, Indonesia and Malaysia occupies
first, second, third, positions accounting for more than 9% of the global output. India ranks fifth in
terms of average, forth in terms of production and first in terms of productivity in the world. The
rubber plantation in India is dominated by small holdings that account for 88% of the production.

Rubber also plays a significant role in the manufacture of mechanical goods such as belting,
packing, moulded goods, hoses etc. industries. Large quantity of rubber is used in making footwear,
proofed fabrics, sheets, flowings, mattress which are essential for the day today life of the people. in
addition to these rubber plays a vital role in communications and transmissions, mainly in the form
of insulation for wires and cables. In the health care and family planning rubber plays a vital role in
making caterers, hospital sheeting, dipped well such as surgical glove, examination glove and most
of other products indispensable in patient care.

The concentration of latex is done by four different methods such as centrifuging,

creaming, evaporation and electro decenitration. Creaming and centrifuging are the two process of
concentration which is commercially used. Creaming latex can be done by using creaming agents
and require simple machinery and low power consumption. Hence small scale latex goods
manufactures of products like latex foam, rubberized coir, foam, elastic thread, prophylactics,
gloves. The centrifuging operations is simplest that of creaming process.

Creaming process make use of gravitation force which being out separation of
rubber parts where as in the centrifugal force are being g employed. In their operation latex is the
subjected to strong centrifugal force in a bowl rotating at high speed which separate the latex in to
two layers, one layer rich on rubber parts and other layer have every low rubber content. By
controlling the time to rich latex to subjected to such forces the day rubber content can be increased
to 60% or more.
 COMPANY POROFILE

INTRODUCTION

In order to provide better marketing facilities and agricultural implements to the farmers of
Hosdurg Taluk. The Hosdurg Farmers society was registered on 21st march 1967 and it was renamed
as Hosdurg Co operative rubber marketing society in 1970. On the formation of the Kasaragod
Revenue District the name of the society was changed in to the Kasaragod District Co-operative
Rubber marketing society (KDCRMS). KDCRMS has been considered as the major attempt against the
exploitation by private traders and in developing an efficient alternative marketing channel. KDCRMS
has entered the various sectors for production, processing, and marketing in order to serve the
farmers and rural entrepreneurs. The main objects of the society are:-

i. To encourage self help, thrift and co-operation among members.

ii. To arrange for the purchase/procurement of rubber and other agricultural produce
purchase from members.
iii. To do any manufacturing operations to the rubber and other agricultural produce purchase
from members
iv. To arrange for the storage, grading and processing of rubber and other agricultural produce.
v. To disseminate knowledge in co-operative principles and their realization.
vi. To arrange for sale and sell the rubber purchased or rubber products as manufactured.
vii. To produce, reproduce process whenever necessary and distribute among the members,
rubber and other agricultural planting materials, manure, implements etc.
viii. To deliver the inputs to members in time after taking such securities agreements as are
considered necessary and to recover their cast in installments from the crops surrendered
to the society.

ix. To own or hire or ply conveyance of hire for transport.

x. To rent, purchase, construct or hire godown, processing units or sale of depots to facilitate
the storage, processing and sale of rubber.
Authorized Share Capital

The Authorized Share Capital of the society is Rs.20000000.00 of which

Individuals (Growers) Rs.5000000.00 (A class)

Government Rs.13000000.00 (B class)

Co-Operative societies Rs.1000000.00 (C class)

Other firms Rs.1000000.00 (D class)

Paid up Share Capital

The paid up share capital of the society is Rs.6407225.00

Table 2.2 Membership position is as follows as on 31-03-2014

Share Type Amount(Rs.) No’s

Individuals(Growers)-A class 2185260 4191

Government -B class 2386800 1

Co-Operative societies -C class 197600 16

Institution - D class 4000 4

Others -E class 7800

Total 4781460 4212

Deposits

The society has collected deposits from the members (2013-2014). Details are indicated bellow:-

Type of deposits Opening Receipts Payment Balance

Fixed Deposit 1086547220.00 78593389.00 85426598.00 1011821511.00

Marketing

Purchase of rubber items are being made by the society through its 12 depots. The society is
supplying fertilizers of reputed brands to members and non members at reasonable prices through
the depots. Society distributes pesticided, fungicides and other agricultural implements required by
the members. Foam products manufactured at a society’s own factory is marketed depots. Besides
rubber sheets cenex, skim, scrap mixture etc.are also sold to reputed companies. The business
turnover of the society during 2009-2010 is given under:
 Table 2.3 SALES TURNOVER DURING 2013-2014

SI. No Items QTY(MT) Value(lakhs)

1 Rubber items 1326.06 2095.32

2 Latex items 10.56 16.52

3 Cenex 719.70 1415.52

4 Skim 193.08 125.52

5 Fertilizer 3978.00 568.20

6 Copra 39.83 25.30

7 Other items - 149.42

8 Coconut 305.92 55.17

Total 6573.15 4450.97

The society has received so many awards (State, District level) for our better sales of
fertilizers, rubber etc.
Branches and Marketing office

The society is attaining its business performance through its 12 depots. They are
Chittarikkal,Palavayal,Kadumeni,Beemanadi,Vellarikundu,Maloth,Konnakkadu,Parappa,Kalichanaduk
kam,Malakkallu,Bandadukka,Cheemeni. For our smooth marketing activities we have open
marketing office at Kanhangad,a major town in Kasaragod District.

Board ok Management

The management of the society is vested on an elected board of Rectors. The present board of
directors was elected on 18-1-2014. The term of Board is 5 years. Board of management of the
society consists of 14 members of whom 12 persons are the representatives of ‘A’ class members,
one person is the representative elected from among the delegates of ‘C’ class members and one
person is the representative of the Rubber Board. Sri.Simon P.J Pallathukuzhi.

Staff position of the society

Managing Director - 1

Chief Accountant - 1

Accountant - 1

Marketing Officer - 1

Typist - 1

Grader - 1

Assistant Grader - 8
Junior Clerk - 2

Attender - 11

Driver - 1

Cleaner - 1

Total 29

Factory

Factory manager - 1

Chemist - 1

Foreman - 1

Senior Clerk - 1

Laboratory Assistant - 1

Shift Supervisor - 3

Typist - 1

Procurement Assistant - 1

Driver - 1
Peon - 1

Total 12

STORAGE FACILITES

In order to keep the row rubber sheets purchased from the farmers and to store the input
requirements of the agriculturalists in safe custody, the society 5 own godowns constructed under
NCDC scheme with a total capacity of 2000MT.The has also hired 11 godowns with total capacity of
1100MT for working of the depots.

PROCESSING ACTIVITES

(1) KASARAGOD LATEX FACTORY

Natural rubber Latex harvested from rubber tree is collected from members and non members at
depots and factory and then it is centrifuged and concentrated to 60% dry rubber content in
society’s latex factory situated at Mangod. Machinery used for centrifugations West Falia Latex
Separator (Model LTC-110-00-107).Three such machines is used in the factory. For pollution control
the unit has established an effluent treatment plant.
Factory details:-

1st Stage-1991 Received Repaid Balance

Project cost -83.18 lakh

(1) Loan from NCDC 52.00 lakh 52.00 lakh Nill

(2) Share Capital Contribution 16.00 lakh 16.00 lakh Nill

(3) Society’s Contribution 15.18 lakh

Total 83.18 lakh 68.00 lakh

2nd stage-1999

(1) Loan from NCDC - 80.855 lakh 20.14 lakh 19.503

lakh

(2) Share capital Govt - 33.540 lakh 20.14 lakh 13.40 lakh

(3) Share capital rubber- 5.00 lakh 5.00 lakh NIL

(4) Society’s contribution- 8.185 lakh

Total 127.580 lakh 86.492 lakh

3rd stage- 2007

(1) Loan from KDC Bank - 59.74 lakh 26.89 lakh 32.85 lakh

(2) Rubber Board subsidy - 39.26 lakh

(3) Own contribution - 11.00 lakh

Total - 110.00 lakh

Table 2.4 DETAILS OF PROCESSING DURING 2013-2014

SI. NO Items Qty(MT) Value(in lakh)

1 Latex purchased 808.01 1225.90

2 Latex processed 808.97 1229.30

3 Latex sold 10.56 16.52

4 Cenex obtained 684.89 1148.91

5 Cenex purchased 4.88 13.94

6 Cenex sold 719.70 1415.52

7 Skim obtained 124.09 80.38

8 Skim and clay sold 193.08 125.52

Capacity utilized 90%

 (2) KASARAGOD FOAMS

The society has established a latex foam factory at Mangod during 2002-03 under
ICDP scheme for total cost of Rs. 24.60 lakhs

This factory is manufacturing foam beds, pillows, cushions, seats etc in the
brand name “Monsoon Foams”. The cenex from society’s latex factory is used for the production
purpose. So the quality of the product is maintained to be the best. The factory is the primary
stage of its working. It is now functioning smoothly. The business turnover of the factory during
2008-09 is 35.06 lakhs.

ICDP ASSISTANCE

The society has received the assistance of ICDP in most major business activities.

Table 2.5 DETAILS OF ICDP ASSISTANCE

Purpose Amount received Amount repaid Balance

Platform scale 12000 12000

Collection center 280000 280000

Latex foam 1800000 1800000

Furniture & equipment 45000 45000

Collection depots

280000 280000
Additional Godown

280000 280000

Vehicle

292500 131500 161000

Office Godown

336000 144000 192000

Coll.Centre CPC

280000 80000 200000

Drying yard

224000 32000 192000

Coconut processing
centre
1170000 1170000

Total 4999500 3084500 1915000

(3) COCONUT PROCESSING CENTRE

The society has started a coconut processing unit at Kannivayal in East Eleri Panchayath
under the technical and financial assistance from ICDP Kasaragod, Coconut Development Board,
Kasaragod District Co-Operative Bank with a total cost of Rs. 41.84 lakhs. The coconut complex
consists of the following divisions:-

1. Coconut processing unit - per day capacity of 30000 coconuts

2. Collection centre& Godown - 500MT capacity

3. Drying yard - per day capacity 50000 coconut

At present the society has purchasing coconut at the coconut processing centre and
other 7 own depots in different Panchayaths.

The modernization and diversification of Kasaragod latex factory has completed

successfully under the technical and financial assistance of Kasaragod District CO-operative Bank,
NABARD and Rubber Board. With the completion of this project the capacity of the factory has
raised to 2500MT per year.
 ORGANISATION CHART

General Body

Board of Directors

Managing Directors

Factory
Head office Sales Depots

Finance Manager Factory Manager

Branch Manager

Chief Accountant Asst.Manager, Shift Supervisor,

Office/superindents Cashier Foreman Mechanic
Store Office Sales Assistant

Laboratory Assistant
Typist

Head Workers
Junior Clerks

Drivers Workers

Attender
 CHAPTER III

CONCEPTUAL FRAME WORK

 Definition of Marketing

“An economic process by which goods and services are exchanged and their values
determined in terms of money prices”.

“Marketing is the performance of business activities that direct the flow of goods
and services from producers to consumers or users.

Role of Marketing

The above definitions represent the old concepts of marketing. This emphasizes a
product oriented approach. Here the product is the central point of the marketing function. It
disregards the fact that consumer satisfaction is the primary aim of any manufacturing activity. The
traditional concept of marketing was merely production-oriented. It was only a device to sel,l the
goods produced to the needy customers. Today the consumer is the king production and marketing
have became hughly competitive and therefore, in steady of merelu them in a manner beneficial to
the customers.

The modern definition of marketing adopts a consumer-oriented approach. It views

marketing as “that phase of business activity through which human wants are satisfacted by the
exchange of goods and sesvices”. This definition places consumer satisfaction in the fore-front and
assumes that production os carried out to satisfy the needs of the present and future customers.
The consumers of product and services constitute the market and hence marketing is an attempt to
match the products with the market. The sale of any oproduct or service thus depends on the
marker demand.
 The distinction between the old and the new approach to marketing is illustrated by
the following diagram.

Fig 3.1 OLD CONCEPT OF MAARKETING APPROACH

Focus Means Ends

Products Selling & promotion Profits through sales

Fig 3.2 NEW CONCEPT OF MAARKETING APPROACH

Focus Means Ends

Customers Integrated Marketing Profits through customers

7
SCOPE OF MARKETING

Marketing means managing markets to bring about exchanges and relationships for
the purpose of creating value and satisfying needs and wants. It is a process by which individuals and
groups obtain what they need and want by creating and exchanging products and value with others.
Thus the scope of marketing is very wide. It is not merely selling to distribution. Exchange process
involves a multitude of different activities. Sellers must search for buyers, identify their needs,
design good product development, research, communication, distribution, pricing, and services are
core marketing activities.

FEATURES OF MODERN MARKETING

The important features of modern marketing are that the entire business system
must be oriented towards the satisfaction of customers and there should be a unified approach
under which marketing should begin with the product and continue even after sale. The marketing is
not a single function or a group of activities but a dynamic process which is the result of the
interaction several activities. The objective of marketing should be maximum profitable sales over
the long run. Customer is the king so the customer should be continuously served, to remain
satisfied, so as to get repeated sales.

MARKETING FUNCTIONS

In the process of marketing, a number of specialized activities are involved. These

activities or operations are known as marketing functions.

MARKETING FUNCTION
Involving ownership transfer: - Involving physical Distribution: - Facilitating function:-

(1) Buying and assembling (1) Transport (1) Standardization

& grading

(2) Distribution or selling (2) Storage (2) Branding

(3) Packaging

(4) Advertising

(5) Sales promotion

(6) Marketing
research

(7) Marketing
intelligence
&Fin

BUYING AND ASSEMBLING

In marketing, the function of buuying of raw materials by manufactures for use in

production or buying goods by middleman for sale to con summer for final consumption. Buying
refers to the purchase of the right type goods, in right quantity, at the time, from the right source, at
the price. Assembling refers to the collection of goods purchased from different places at one central
point or place under the control of the buyer.

The society is supplying fertilizers of reputed Brands to members and non members
at the reasonable prices thought the Depots. Society distributes pesticide, fungicides and other
agricultural implements required by the members. Foam products manufactured at society’s own
factory is marketed the deposits. Besides Rubber Sheets Cenex, Skim, Scrap mixture etc are also sold
reputed companies. The company is getting sufficient amount of latex from this area and they check
the quality of raw- material at the time of purchasing of raw-material itself.
SELLING OR DISTRIBUTION

Selling is perhaps the most important function of marketing. It is through selling that
a business firm achieves its objectives and the consumers of time the goods required by them.

The object of every marketing activity is the profit. But KDCRMS has entered the various sectors
for production, processing and marketing in order to serve the farmers and rural entrepreneurs. The
company has good relationship with its clients.

TRANSPOTATION

Production and consumption are linked through transportation. It is an important

function of marketing. The manufactures needs transportation for carrying machinery and raw-
materials to the factory. The finished goods have to be transported to the middleman and finally
delivered to the consumers. All these stages transportation is essential.

The sub-office of KDCRMS has transportation facilities for carrying the latex and its
finished product. The company believes that without transportation it is difficult to get required raw-
material and supply the company’s products.

STORAGE AND WAREHOUSING

Storage refers to the holding and preservation of goods between the time of their
production and their consumption. By holding and preserving the goods like this, the storage
function creates time utility. It maintains steady flow of good s to consumers. It matches supply with
demand thus stabilizing prices. Storage is facilitated by warehousing. Warehouses are large store
houses constructed for the purpose of storing and preserving goods.

Storage is an important activity of marketing. In order to keep the row rubber sheets
purchased from the farmers and to store the input requirements of the agriculturalists in safe
custody, the society has an excellent storage facility.
STANDERDISATION AND GRADING

Standardization refers to the establishments of certain standers for a commodity on the

basics of its intrinsic physical properties or qualities such as size, shape, color, strength, weight; taste
etc.a standard conveys the idea of uniform quality. The standardized goods will have the same
quality from wherever they are bought.

Grading is the process of sorting or classifying the goods into different grades or
classes on the basis of the established standards. First of all, standards are fixed for products and on
the basis of the standers they are graded into different classes. On the basis of grades, different
prices are also fixed.

The KDCRMS keeps the quality standards for its all kind of products. Raw-Rubber
sheets require quality standards which are required by the Indian standard institute and the
company maintains the standards required by the institute.

PACKING

Packing is the act designing and creating proper packages for different products. A
package is wrapper or container in which a product is enclosed for the purpose of sale.

The KDCRMS does its packing activities well. Even though it is a rubber product, it
requires proper packing. Foam products also well packed.
BRANDING

Branding is a marketing technique. A brand is a name, sign, symbol, or a combination of all

these used to distinguish the product of one firm from that of another. Branding not only helps to
identify a product but also creates distinct image of the company behind it, in the market. It helps in
securing repeat sales, there by building the reputation and goodwill of the manufacturer.

FINANCING

Financing function of marketing refers to the provision of finance for meeting the financial
requirement of the various agencies engaged in marketing activities. The service of providing the
money and credit needed to meet the costs of getting merchandise in to the hands of the final users
is commonly referred to as the financing function of marketing.

RISK BEARING

Marketing involves risk arising from losses owing to unforeseen contingencies or

happenings. Some of these risks can be avoided or minimized through proper planning. Some of the
risk can be insured. But certain risk have to be born by the business it self risk-bearing is thus an
important function of marketing.

The KDCRMS is fully insured organization. The company insures its products against
unforeseen contingencies or happenings.

MARKET INTELLIGENCE

Market intelligence refers to the information about market conditions. Such information
relates to the number and type of the consumers of a product, their requirement, purchasing power,
tastes, preferences, buying motives etc. The function of market intelligence involves collection,
analysis interpretation and dissemination of market information by the people concerned with
marketing. Market information is essential for successful marketing.

The company is getting good market intelligence, so the company is able to sell the products
at the right time in order to get good profit.
MARKETING RESEARCH

Market research is a systematic, objective collection and analysis of data of a particular

target market, competition, and environment. It always incorporates some form of data collection
whether it be secondary research (often referred to as desk research) or primary research which is
collected directly from the respondent.

Latex market through out the world becoming increasingly more competitive. KDCRMS more
focuses on market research. To conduct market research the company goes beyond research market
agencies.

SALES PROMOTION

Sales promotion efforts like distribution of free samples, leaflets, display etc are helpful for
stimulating a favorable trade opinion for a firm. The company is not conducting any sales promotion
activities.

STEPS AND PROCEDURES IN MARKETING

(1) Choosing the product and market.

The product is the heart of marketing endeavor to a new unit. When a new
entrepreneur considers entering into a market, the first question to be asked will be
bow to identify different products having scope of market opportunity and then
select a few and organize the manufacturing facilities to meet the market demand.
Although the process is ideal and less risky. It is not always possible to go for high
investment and highly sophisticated items. Therefore the next question to be
considered would be, what are the product features (from the existing item) which
require change (eg: shape, size, quality, labeling) to suit the buyers expectations in
different markets.
PRODUCT TYPES

Product and services full into two broad categories based on type of consumers that use
them. They are:-

 Consumer products

 Industrial product

INDUSTRIAL PRODUCTS

Products that are purchased for further processing or for use in conducting a business are
called industrial products. Thus, the distinction between a consumer product and a industrial
product is based on the purpose for which the product is bought. It a consumer buys a table for use
in his office, the table is consumer product.

Industrial products are of three types- material and parts, capital items, and supplies and
services. Material and parts included raw materials and manufactured materials and parts.
Manufactured material and parts consists of component material and component parts. Most
manufactured materials and parts are soil directly to industrial users. Capital items are industrial
products that are used in the buyer’s production, or operations, including installations and accessory
equipment. Another group of business products is supplies and services. Supplies include operating
supplies and repair and maintenance items.

(2) PRISING

Pricing is a key marketing decision. A small change in price will affect both sales and
profitability. Therefore at, most care should be given to fix the price at a level which ensures a
reasonable return on investment and reasonably competitive in the market .Following are the
different prices to be analyzed and considered by a manufacturer.
 IMPORTANCE OF PRICING DECISIONS

Price is the element in the marketing mix the produces revenue, all other elements
represents cost. Price is also one of the most flexible elements of the marketing mix. Unlike product
features and channel commitments, price can changed quickly. Therefore, by moving the price
upward and downward, the company can adjust the level of funds available for advertising sales
promotion and distribution costs. Pricing policy thus assumes great importance in meeting
competition. And in meeting competition, pricing decisions acquire their real importance. Pricing
and price competition is the number of one problem facing many marketing executives.

A company’s pricing decisions are affected by two type’s factors.

 Internal Factors:- Such as company’s marketing objectives, marketing mix strategy, costs
and organizational considerations.

 External Factors:- Such as the nature of the market, the name of demand competition, and
other environmental elements (e.g.: the economic conditions, resellers, govt policy)

The following are the different prices to be analyzed and considered by a manufacture:-

 Cost price

 Retail price

 MRP

 Break even analysis pricing

 Target profit pricing

 Competition based pricing

 Demand/market based pricing

 (3)Packing

Regarding Rubber products, packing is important not only to create a favorable

product image but also to serve as protective cover to the product. Its role becomes more vital when
entering into the export markets. In several cases, package itself guarantees the quality and life of
the products.

(3) MARKETING CHANNELS/DIATRIBUTION

An entrepreneur should know the difference between direct and indirect customers,
distributor and other direct customers, how to identify and select the appropriate marketing
channels for particular products. He should also understand the different marketing channels and be
able to select the appropriate ones for his products in a particular market. The cannel selected
should also help to serve the “PUSH and PULL” forces in marketing.

Fig .3.3:- MARKETING CHANNEKL OF INDUSTRIAL GOODS

Manufacturing of industrial Based Rubber Goods

Industrial End Users

Industrial End Users

Fig.3.4 :- MARKETING CHANNEL OF CONSUMER GOODS

Manufacturers of Rubber Based Consumer Goods

End Consumers

End consumers

(5)MARKETIN TRAITS

Marketing traits such as provisions of discounts, special sale price, free gifts, life time
guarantee, free services etc.are intended for attract consumers favorability.

(6) SALES PROMOTION AND PUBLICITY

Sales promotion efforts like distribution of free samples, leaflets, display etc are helpful
for stimulating a favorable trade opinion for a firm
 CHAPTER IV

ANALYSIS AND INTERPRATATION

 The market share of KDCRMS

Marketing is the performance of marketing activities that direct the flow of goods and
services from producer to consumers or users. The Kasaragod District Co-operative Rubber
Marketing Society is mainly concentrated on marketing activities.

Table 4.1 share capital of the society

Year A class B class C Class D Class Total

2009-10 2157600 2898650 196600 4000 5256780

2010-11 2159950 1922800 196600 4000 4283350

2011-12 2178250 3124610 196600 4000 3543460

2012-13 2192375 2767900 197600 4000 5161875

2013-14 2185260 2386800 197600 4000 4773660

Source: - secondary data

From the above table, we can see that the share capital is classified into 4 types.

They are:-

(1) A class

(2) B class

(3) C class

(4) D class

(1) A class

A class includes individuals and growers

(2) B class

B class include Government

(3) C class

C class includes co-operative societies.

(4) D class

D class includes other firms.

By analyzing this table, we can observe that the share capital of C class and D class
members are stable in these five years. The share capital of A class members are slightly increasing
year by year up to 2012-13.but in 2013-14 it was decreased from 2192375 to 2185260. In the year
2013-14 society was redemption 12 A class shares of Rs.8115. But in B class share capital were
showing a decreasing and increasing tendency. In the year 2010-11 B class share was decreased
from 2898650 to 1922800 and it was again increased 1201810 in 2011-12. In 2012-13 and 2013-2014
it shows decreasing tendency. And through the total column analyzing, we can also in decreasing
stage to 2011-12 and there is a increase in 2012-13. Then it decreased in 2013-14 to 4773660.

THE SALES THROUGH DIRECT MARKETING OF KDCRMS DURING THE LAST FIVE YEARS

Table 4.2 sales analysation and trading profit/loss

Year 2009-10 2010-11 2011-12 2012-13 2013-14

Sales 498463797.0 745337436.0 650662905.0 535317480.0 445097748.0

Trading +8563875.60 +1590477.46 -5128883.17 -3587581.00 +23192718.00

profit/loss

Source:-secondary data.

Through analyzing the five years sales amount we can find that the society’s sales activities shown
an increasing tendency from 2009-10 to 2012-13.But in 2013-14 it was decreasing.

But analyzing the trading profit /loss of the society during these five years it we can find loss in the
year 2011-12 and 2012-13.

The sales increased by Rs.246873639.4 from 2009-10 to 2010-11.But in 2011-12, the sales
decreased by Rs.94674531 from 2010-11. The largest increase in the volume of sales was happened
during the year 2010-11 comparing with previous year.

The continuous increase in sales is not affected by the variation of trading account. It
doesn’t show a continuous increase. It shows a deviating tendency and suffered loss in the year
2011-12 and 2012-13.
THE PRICE FLUCTUATIONS OF RUBBER, LATEX, COCONUT, FERTILIZERS, LATEX FOAM etc..
DURING THE FIVE YEARS.

Details of product marketed in KDCRMS.

Table 4.3 A) Rubber

RUBBER

Purchase Sales

Year

Weight in Amount(in Lakh) Weight in Amount(in Lakh)

(Tonnes) (Tonnes)

2009-10 2221.23 2470.17 2243.64 2483.01

2010-11 2109.70 3835.28 2160.09 969.11

2011-12 2300.00 3948.36 2421.32 4115.44

2012-13 2134.00 3895.21 1805.44 3265.78

2013-14 1384.73 2137.80 1326.06 2095.32

Source: - secondary data

 By analyzing the purchase and sale of rubber, we can see that a varying tendency is shown.
Year by year the purchase amount and quantity is increasing and decreasing which creates the same
effect on sales too. Here there is only a slight variation in the profit and loss

Table 4.4B) Latex

LATEX

Purchase Sales

Year Weight in Amount(in Lakh) Weight in Amount(in Lakh)

(Tonnes) (Tonnes)

2009-10 1332.66 1408.08 21.71 26.00

2010-11 1467.38 2681.25 28.88 55.83

2011-12 1498.67 2847.79 67.98 85.26

2012-13 1265.86 1506.22 25.75 26.00

2013-14 808.01 1225.90 10.56 16.52

Source: - secondary data

The marketing of in KDCRMS shows a decreasing tendency. Comparing to the year 2010-11 the
following three years shows a decrease in quantity of purchased and sold. There fore amount also
decreases and it tend to be loss.
Table 4.5 C) Coconut

COCNUT

Purchase Sales

Year Weight in Amount(in Lakh) Weight in Amount(in Lakh)

(Tonnes) (Tonnes)

2009-10 1655.56 168.57 200.17 17.57

2010-11 1298.87 161.96 303.08 37.67

2011-12 1622.38 177.18 321.46 45.75

2012-13 953.59 121.00 317.74 49.95

2013-14 405.00 68.95 305.92 55.17

Source: - secondary data

Comparing to the year 2011-12 purchasing and sales of coconut shows a decreasing tendency.
The previous two years shows a better marketing of coconut .The selling price of coconut is
increasing year by year.
Table 4.6 D) Fertilizer

FERTILIZERS

Purchase Sales

Year

Weight in Amount(in Lakh) Weight in Amount(in Lakh)

(Tonnes) (Tonnes)

2009-10 5388.40 404.14 5827.30 437.05

2010-11 4343.00 347.50 4522.00 361.81

2011-12 4710.23 392.34 5017.89 463.33

2012-13 4068.45 452.06 4165.21 418.92

2013-14 3902.46 530.37 3978.00 568.20

Source: - secondary data

While comparing 2009-10 we can see that the purchase and sale of fertilizer was decreasing .After
2010-11 the purchasing and selling price of fertilizer was increasing. But the quantity of sales was
decreased so it does not make any variation in the profit and loss.
Table 4.7 E) Latex foams

LATEX FOAM

Purchase Sales

Year

Weight in Amount(in Lakh) Weight in Amount(in Lakh)

(Tonnes) (Tonnes)

2009-10 - - - 36.17

2010-11 - - - 45.06

2011-12 - - - 49.69

2012-13 - - - 52.98

2013-14 - - - 63.56

Source: - secondary data

As the latex foam produced in the latex factory, the sub office of KDCRMS, there is
no need to purchase this product. The sale of foam products shows an increase during the five years.

These are some of the main product in which KDCRMS performs marketing in every
year. Other than rubber, Latex, Fertilizers, Latex foams and Coconut. They also deal in cenex, skim,
lump, copra, and other items etc…The cenex and skim shows a grate decrease in the last five years
marketing.
STATEMENT SHOWING MARKETING IN VARIOUS

DEPOTS OF

KASARAGOD DISTRICT CO-OPERATIVE RUBBER

MARKETING SOCIETY.
Table 4.8 statement showing marketing in various depots 2008-09

SI NO Name of the depots Rubber items Fertilizers Coconut Foam product Pepper Other items Total Tad
1 Chittarikkal 11185937 3415720 228346 5213 1250101 16085317
2 Palavayal 6513258 1490217 948905 17674 312585 9282639
3 Kadumeni 1596138 1753130 60408 591665 4001341
4 Beemanady 8428002 2921882 83135 1650472 13083491
5 Vellarikkundu 157316 3567343 3046560 16310 2375672 9163201
6 Maloth 17840658 3013096 1088818 5188 839224 22786984
7 konnakkadu 16285479 1987348 901754 19174581
8 Parappa 27716906 5445783 4741676 36671 1692016 39633052
9 Kalichinadukkam 22563296 3435414 1004816 24094 804783 27832403
10 Malakkallu 7354861 2386703 1933282 31605 950851 12657302
11 Bandadukka 7657038 1467123 46011 292875 9463047
12 Cheemeni 5921935 179027 736618 316488 7154068
13 CPC Kannivayal 4805063 3803324 2956566 51896 8660283
14 Kasaragod Foam 2956566 2956566
15 Latex Factory 133789583 133789583

Total 274772036 31062786 17303999 3506008 5213 12030382 338680424

Source:- secondary data

By anal sizing this statement, the chimeeni depots came first in this year. The CPC Kannivayal depots
reached the second position. Only seven depots are achieving profit among 15 depots, other was
captured loss.

This table we can see that the chittarikkal depots deal the pepper but reaming 14
depots not dealing with pepper. And chittarikkal depots make highest profit but kasaragod foam
incurs huge amount of loss in this year.
Table 4.9 statement showing marketing in various depots 2009-10

SI NO Name of the depots Rubber itms Fertilizers Foam productsCoconut Other items Total Trade on
1 Chittarikkal 14598461 9429031 132749 890906 25051147 16
2 Palavayal 11493311 1032479 10431 520274 261482 13317977 9
3 Kadumeni 15058417 1201457 43793 501066 16804733 18
4 Beemanady 11555411 6337889 77481 1631958 19602739 13
5 Vellarikkundu 21067622 4436138 8425 677923 1935079 28125187 24
6 Maloth 17542892 3802121 227150 404025 21976188 22
7 konnakkadu 19923363 2294328 638970 22856661 19
8 Parappa 44784139 7051512 29320 2891019 1614442 56370432 39
9 Kalichinadukkam 33156743 3278472 170 461304 985459 37882148 27
10 Malakkallu 14635771 2421815 11284 340867 711379 18121116 12
11 Bandadukka 17809982 2000012 4337 377820 20192151 9
12 Cheemeni 17681298 419531 1233206 875452 20209487 7
13 CP C Kannivayal 6158928 10505087 14613 16678628 8
14 Badiyadukka 1547908 10470 1558378
15 Kasaragod Foam
Latex Factory 149086490 3298865 152385355

Total 396100736 43704785 3616855 16856830 10853121 471132327 228

Source:-secondary data
 While analyzing the statement of 2009-10, we can see that the among 16 depots of KDCRMS
the Parappa depots decorate the first position by achieving high profit. CPC Kannivayal came into
second by achieving 16281764 cr increases in marketing. 14 depots have the profit among 16 depots
rest of suffer the loss. The chittarikkal depots where the head office (KDCRMS)itself situated came in
the 7 position by achieving 8967630 increase in marketing .they are dealing rubber items, fertilizers,
other items and foam products. Coconut is not dealt in this depot.

The Kadumeni and Maloth depots showed a loss in this year. The kadumeni depots
showed a loss in the previous year too but it reached in the 5th position in the year 2007-08 and 8th in
2006-07. Maloth depots was 5th in 2008-09 but showed a loss in 2007-08 and obtained 3rd
 Table 4.10 statement showing marketing in various depots 2010-11

SI NO Name of the depots Rubber itms Fertilizers Foam products Coconut Other items Total Trade on 2009-10 Trading pr
1 Chittarikkal 14200356 4697868 177137 1249910 20325271 25051147 -4
2 Palavayal 20625017 1438191 371051 22434259 13320677 9
3 Kadumeni 18368679 1585128 11498 403605 20368910 16804733 3
4 Beemanady 21330772 3764400 79620 1743375 26918167 19602739 7
5 Vellarikkundu 38562804 3381240 111289 1803276 43858609 27825187 16
6 Maloth 21138778 2666428 66808 761175 24633189 22056188 2
7 konnakkadu 34837921 278226 728808 35844955 22856661 12
8 Parappa 40601527 5931837 15952 4905056 1860398 53314770 56370432 -3
9 Kalichinadukkam 41779143 4943436 676065 833799 48232443 37882148 103
10 Malakkallu 27565764 3105595 22125 922835 31616319 18111019 13
11 Bandadukka 32889482 2140357 488050 35517889 20192151 15
12 Cheemeni 20255110 1073236 2578553 969250 24876149 20209487 4
13 CP C Kannivayal 13397982 14268 7858408 63502 21334160 24942047 -3
14 Badiyadukka 37974388 1158673 1043464 40176525 1558378 38
15 Kasaragod Foam 4199963 4199963 3298865
Latex Factory 288269696 288269696 149086490 131

Total 671797419 36178883 4506295 16196179 13242498 741921274 479168349

Source:- secondary data

 By analyzing this table, the latex factory remains in its first position in the year 2010-11 also by
achieving the profit. The latex factory only deal in with rubber items. The kalichanadukkam depot
came second by achieving 103502295 increases in marketing.13 depots have profit among 16 depots
and rest 3 depots have loss. In 2009-10, the Parappa was attained the first position .But in this year
the Parappa depots make loss. The Chittarikkal depots which was in the 7th position in last year .But
in this year it faced loss .CPC kannivayal depots which maintains its second position in the last two
years was also captured by loss.
Table 4.11 statement showing marketing in various depots 2011-12

SI NO Name of the depots Rubber itms Fertilizers Coconut Other items Total Trade on 2010-11 Tradi
1 Chittarikkal 10581100 6216716 2739768 19537584 20325271
2 Palavayal 14184194 2254083 500673 16938950 22434259
3 Kadumeni 14543734 2849109 507954 17900797 20368910
4 Beemanady 21927204 7104554 2614397 31646155 26918267
5 Vellarikkundu 33569948 5998358 1954893 41523199 43858609
6 Maloth 19406123 4361473 732649 24500245 24633189
7 konnakkadu 31779944 2095545 1126745 35002234 35844955
8 Parappa 31608588 6655873 156939 1544226 39965626 53318770
9 Kalichinadukkam 30981916 4140001 961252 1057192 37140361 48232443
10 Malakkallu 20016722 4949329 965861 25931912 31616319
11 Bandadukka 20665291 2814500 562264 24042055 35519889
12 Cheemeni 14640786 142896 3968526 1250947 20003155 24876149
13 Badiyadukka 31947774 3213810 1572863 36734447 40176525
14 CPC Kannivayal 19712183 28801 19740984 21334260
15 Latex Factory 185898758 4307923 190206681 288869696

Total 501464265 52796247 9394640 17159233 580814385

Source: - secondary data

 While analyzing this table we can see that the Beemanady depots which obtained
the first position and second position were obtained by the CPC Kannivayal depot. 2 depots have
profit among 15 depots and rest 13 depots have loss.

In this statement, we can see that almost all the depot where the head office
(KDCRMS) made loss.
Table 4.12 statement showing marketing in various depots 2013-14

SI NO Name of the depots Rubber itms Fertilizers Coconut Other items Total Trade on 2012-13 Tra
1 Chittarikkal 3429068 5726030 1653172 10808270 15960908
2 Palavayal 7332820 3105594 432642 10871056 20746550
3 Kadumeni 5798230 2641706 313422 8753358 13685558
4 Beemanady 9308668 5444187 1850034 16602889 22360781
5 Vellarikkundu 24863400 3904197 1287885 30055482 38608424
6 Maloth 20998804 5722097 1024653 27745554 21510370
7 konnakkadu 20737524 2337529 754640 23829693 31671607
8 Parappa 26102521 7588105 1377754 35068380 41068320
9 Kalichinadukkam 24573164 4984174 961344 30518682 34824387
10 Malakkallu 11461926 4269988 783336 16515250 21917388
11 Bandadukka 13985330 3397610 582834 17965774 21074594
12 Badiyadukka 21471452 3343116 1643922 26458490 39296971
13 Cheemeni 19987399 4356350 4169733 2255601 30769083 24792414
14 CPC Kannivayal 3730138 2722714 26012 6478864 8402763
15 Latex Factory 124228667 124228667 155026726

Total 338009111 56820683 6892447 13294079 415016320

Source: - secondary data

 According to last five years analysis, this is the last year dealing in the statement showing
marketing in various depots. In this year2 depots have profit among the 15 depots and the rest 13
depots have loss. The Maloth depot obtained first position in this year . the Chimeeni depots make
loss in the previous year but in this year it recover that loss by making profit of 5976675 cr and it
reached to second position.

In this five years analysis we can see that the depot which are dealing in all the
products of KDCRMS couldn’t attain the highest profit than the depot dealing in any single product
of this society.
 CHAPTER V

SWOT ANALYSIS

The Swot analysis template is normally presented as a grid, comprising four sections,
one for each of the Swot heading: strength, weakness, Opportunities, and Treats. The free
swot template below includes sample questions, whose answers are inserted in to the
relevant section of the SWOT grid. The questions are examples, or discussion points, and
obviously can be altered depending on the subject of the SWOT analysis. Note that many of
the SWOT question are also talking points for the other headings- use them as you find most
helpful, and make up your own to suit the issue being analyzed. It is important to clearly
identify the subject of an SWOT analysis, because a SWOT analysis is a perspective of one
this, be it a company, a product, a proposition, and idea, method, or option etc. here are
some examples of what a SWOT analysis can be used to assess:-

 A company (its position in the market, commercial viability etc)

 A method of Sales distribution

 A product or brand

 A business idea

 A strategic option, such as entering a new market ot launching a new product.

A opportunity to make an acquisition`

 A potential partnership

 Changing a supplier

 Outsourcing a service, activity or resource

 An investment opportunity
 SWOT analysis is done by the management to find out what are the strength the
company have to acquaint the opportunities and what are the weakness that the company have to
overcome threat. It can be given below

STRENGTH

 Better internal communication

 Products have required accreditations

 Better life and durability product

 Enjoys all kinds of privilege from the government

 Good sales and control and direction

 Minimum wastage

 Direct delivery capability

 Exclusive access to high grade natural resources

 Large Number of Customers list

 Experienced Workers and Employees

 WEAKNESS

 Lack of sufficient transportation facilities for delivery of goods.

 The area selected is not an industrial area

 Poor advertisement

 Lack of adequate number of sales representatives

 Lack of local market research.

 High competition

OPPORTUNITIES

 Organizational diversification

 Technological advantage

 Customer feed back

 Market expansion

 Change in the social pattern and life style

 THREATS

 Scarcity of Resources

 Stiff and severe competition among the competitors

 Changing customer preference

 Retention of key staff would be critical

 Lack of accountability

Each business needs to evaluate its internal strength and weakness periodically. It can do so
by using a form shown in the marketing memo checklist for performing strength/weakness analysis
management or outside consultant, review marketing, financing, administration, manufacturing and
organizational competencies and rates each factor as a major strength minor strength neutral factor,
minor weakness or major
 CHAPTER VI

FINDINGS, SUGGESTIONS, AND CONCLUSION

FINDINGS:-

 This study points out that currently the price of KDCRMS’s monsoon foams and other
foam products per kg is lesser than the cost. So it is a situation of lose.

 There is a lack of working capital which leads the society to loss.

 From the study it can be observed that the company is proposed to sell the product

 Directly to select manufacturing and has already made arrangements with a few
customers.

 As per analysis it can easily find that even members in this society are going to purchase
foam products from other private brands, these people are not going to purchase foam
products from the company even if the quality is very high.

 From the study it is clearly identified that in the future years the natural rubber price will
be in a rising positions, because consumption pattern India is rising rapidly against
production.

 The back bone of Kerala farmers is natural rubber and the rubber KDCRMS is having
monopoly market share in centrifuged latex in the Kannur and Kasaragod districts of
Kerala.

 From the study it van be observed that the demand for rubber of KDCMRS has showed
an increasing trend over the period from 2009 to 2014.

 From the study it is clearly identified that the company is suffering from the unexpected
rise in the natural rubber price.
SUGGESTIONS

 The company should adopt the professional management system.

 Make a good relation with loyal customer and focus on them to maintain relation.

 The rubber society should give more information about the products to the consumers
through advertisement and other promotional activities.

 Adequate and suitable financial assistance in the form of term loans may be provided to
the workers for education for their children.

 Marketing decision should be enhanced.

 The society should conduct a market survey that will help them to understand the
consumer needs. So that it can produce the product according to the demand.

 More promotional activities are needed for increasing sales and making better brand
image.

 There shall separate administration to the factory and the co-operative society.

 The company can open the exclusive showrooms in every district in Kerala. It helps to
know the market demand and make the product awareness in the society. The company
can directly control the business thorough these show rooms.

 KDCRMS should undertake a serious marketing audit to improve its marketing.

 Duties and responsibilities of staff should be evaluated once in 3 months and target should
be fixed by the Boars of Management from time to time.
 Medical check up, seminar etc. will enhance the morale of the workers
CONCLUSION

In this study, it was clearly found that KDCRMS has to concentrate more on
marketing activities. In today’s marketing concept the focus is on the customer, his needs and
requirements, rather than on the product. This Research was conducted to see the marketing
activities of Kasargod District Co-operative Rubber Marketing Society. One of the important
conclusion is most of people do not know about KDCMRS products. Another conclusion is that
the company has to adopt some innovative techniques in order to complete with competitors.

This study reveals that the technical advice alone is not sufficient for the
development of rubber goods industry. So what is required is to create an outward looking business
culture. And the development of a strong inter industry relationship is a pre- requisite for the
successful marketing of rubber products. Also during the research work it was understood that
company has to focus on more efficient marketing strategy.
BIBILIOGRAPHY

Books:-

 Principals of marketing- Philip Kotler and Armstrong prentice Hall, New Delhi.
 Marketing management- C N Sontakki, Second edition, reprinted 1999, Kalyani
publishers.
 Industrial Marketing – Robert R Reeder.
Websites:-

 www. Google.com
 Www. Wikipedia.com