A final Report

On
“Market study on General purpose specialty rubber mats and sheets in
Visakhapatnam”

For

MYPOL

By

UDAYANA PRATAP
PGDM No. 17091

Submitted in partial fulfillment of the requirement of

Summer Internship Programme

Under the Guidance of

Mr. V Srikantha
Marketing Head – MYPOL, Mysore

&

Dr. M R Suresh, PGDRM (IRMA), Ph D

Professor-Marketing
SDMIMD, Mysore

SDM Institute for Management Development

Mysore, Karnataka, India June 2018

i
Acknowledgement

It is said that “No learning is possible without any proper guidance and no research endeavor
is a solo exercise, some contribution is given by various individuals”

I would like to thank first of all my institute’s placements cell for assisting me in getting an
internship at this organization. I would like to thank Mypol pvt ltd to give internship
opportunity. I would like to thank Mr. V Srikantha, Marketing Head, Mypol. For his constant
guidance, support and motivation in my endeavors during the two months.

I express my heartfelt thanks to my faculty guide, Dr M R Suresh, Professor-Marketing.

SDMIMD, Mysore, for his support and his guidance.

I thank to all wholesalers, retailers, and manufacturers of rubber products, and I would also
thanks to purchasing officers, store-keepers of different Industries.

I would like to thank my parents, friends for supporting me in all ways possible.

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iii
 CERTIFICATE BY THE FACULTY GUIDE

SDM INSTITUTE FOR MANAGEMENT DEVELOPMENT, MYSURU

This is to certify that PGDM No 17091 Mr UDAYANA PRATAP of PGDM Batch 2017-19 has
satisfactorily completed Summer Internship Project titled Market study on general purpose
speciality rubber mats and sheets in Visakhapatnam at Mypol, Mysore from 01 April 2018 to 31
May 2018 to partially fulfil the requirements of the PGDM program under my guidance.

Signature: Date: 31-05-2018

Place: Mysore

Under the guidance of:

Dr. M R Suresh, PGDRM (IRMA), Ph D

Professor-Marketing

SDMIMD, Mysore

Institutional Stamp:

iv
 Executive summary

Rubber product industry is the most emerging industry, now a day in Indian as well as global
market. In India it is 4th largest market, which shows how important the industry is and how
much it contributes towards our economy. Rubber industry includes rubber sheets and rubber
mats also. This study mainly focus on the rubber mats and sheets in Visakhapatnam and
surrounding areas.

The summer internship project focused on conducting a marketing research study (B2B) to find
problems and/or opportunities that is faced rubber mats and sheets sector in Visakhapatnam.
Research is carried out simultaneously at two ways. Firstly understand the buying behavior and
problems faced by industries. Secondary understanding the supplier and retailer perceptions
and preference in rubber mats and sheets by customers. Over all the study gave insights into
the factors influencing the industries buying behavior and competitors in Visakhapatnam,
different types of rubber mats sheets usage in industries, different types of rubber mats and
sheets available in supplier/retailer stores. The entire research conducted in exploratory
research and a limited descriptive research, using different structured questionnaires for
supplier/retailers and industries. The study related to trends in rubber industries especially in
rubber mats and sheets from secondary sources. The other sources of data obtained were
primary by nature. The data was collected from the respondents who belong to the suppliers of
rubber mats and sheets, in Andhra Pradesh i.e., districts of Visakhapatnam, East Godavari,
Vizayanagaram, and Srikakulam. As part of the background study the company and industry
(Rubber industry) was studied.

Further various model like swot analysis, porters five force model, STP of Mypol, brief study
and analysis of competitors have been applied in the analysis section. The entire analysis helps
in understanding the present scenario of rubber mats and sheets sector in Visakhapatnam
market and also the present scenario in the industry.

For research questions is empirically proved and research questions proved using tabulation
and visual graphs. The key findings were that there are not a perfect manufacturer, so many
large industries are ordered rubber mats and sheets from Coimbatore, Hyderabad and Mumbai
etc. All supplies feel it is a secondary product only. Based on the key findings recommendations
have been to Mypol. There is huge opportunity to start a one unit in Visakhapatnam. Large
scale industries are more and so many industries are establishing after state divided from
Telangana.

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Table of Contents

1. INTRODUCTION .................................................................................................................................. 2
1.1 Industry overview ......................................................................................................................... 2
1.1.1 Global overview ..................................................................................................................... 2
1.1.2 Top 10 rubber producing Countries ....................................................................................... 3
1.1.3 Country overview ................................................................................................................... 4
1.1.4 Positive strengths ................................................................................................................... 4
1.1.5 Challenges ahead ................................................................................................................... 5
1.1.6 Rubber consumption in India ................................................................................................. 5
1.2 COMPANY OVERVIEW ................................................................................................................... 6
1.2.1 Mysore Polymers & Rubber Products Pvt. Ltd. ...................................................................... 6
1.2.2 Vision...................................................................................................................................... 7
1.2.3 Mission ................................................................................................................................... 7
1.2.4 Quality policy of MYPOL......................................................................................................... 7
1.3 PRODUCTS ..................................................................................................................................... 8
1.4 SWOT ANALYSIS OF MYPOL ........................................................................................................ 14
2. SITUATION ANALYSIS ....................................................................................................................... 17
2.1 Project title.................................................................................................................................. 17
2.2 Problem identification & Decision making context .................................................................... 17
2.3 Market factors............................................................................................................................. 17
2.4 STP of MYPOL .............................................................................................................................. 17
2.5 Porters five force model for rubber mats and sheets industry .................................................. 18
3. RESEARCH METHODOLGY ................................................................................................................ 20
3.1 Background of the study ............................................................................................................. 20
3.2 Objectives of the study ............................................................................................................... 20
3.3 Research questions ..................................................................................................................... 20
3.4 Research design .......................................................................................................................... 20
3.4a Exploratory research ............................................................................................................. 20
3.4b Descriptive research ............................................................................................................. 21
3.5 Research boundary ..................................................................................................................... 21
3.6 Scope of the study ...................................................................................................................... 21
3.7 IRP Table...................................................................................................................................... 21
3.8 Sources of data ........................................................................................................................... 22
3.9 Data collected method and instruments .................................................................................... 22

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 3.10 Sampling plan ............................................................................................................................ 23
3.11 Time & Cost ............................................................................................................................... 23
3.12 Research Questionnaire ............................................................................................................ 23
3.12a Questionnaire for retailer/ wholesalers/ manufacturers ................................................... 23
3.12b Research questionnaire for end users ................................................................................ 25
3.13 Research analysis ...................................................................................................................... 27
3.14 Limitations/Challenges ............................................................................................................. 42
4 SECONDARY RESEARCH ..................................................................................................................... 44
4.1 Different types of rubber mats ................................................................................................... 44
4.2 Different types of Rubber sheets ................................................................................................ 45
4.3 Applications of rubber sheets ..................................................................................................... 49
5. RECOMMENDATIONS ....................................................................................................................... 52
6. CONCLUSION .................................................................................................................................... 53
7. REFERENCES ...................................................................................................................................... 54

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List of Figures

Figure 1 Consumption of synthetic and natural rubber ......................................................................... 3

Figure 2 Production of rubber in countries............................................................................................. 3
Figure 3 Number of Wholesalers and Manufacturers in Visakhapatnam ............................................ 28
Figure 4 Customers of rubber mats/ sheets ......................................................................................... 32
Figure 5 Different ways of promoting product ..................................................................................... 33
Figure 6 Different ways of payment by customers ............................................................................... 33
Figure 7 Different ways of payment systems followed by wholesalers/ manufactures....................... 34
Figure 8 Current supplier of rubber mats/ sheets to companies ......................................................... 38
Figure 9 Satisfaction level of industries ................................................................................................ 41

List of Tables

Table 1 Number of Wholesalers in Visakhapatnam.............................................................................. 27

Table 2: Different types of rubber mats/ Sheets available in Wholesalers/manufacturers ................ 28
Table 3 Most preferred rubber mats/ sheets by customer ................................................................. 30
Table 4 Customers of rubber mats/ sheets .......................................................................................... 32
Table 5 Different ways of promoting products ..................................................................................... 32
Table 8 Quality consider by wholesalers .............................................................................................. 35
Table 10 purchasing rubber mats/ sheets by industries ...................................................................... 36
Table 11 Different types of rubber mats using in industries ................................................................ 37
Table 12 Quantity of rubber mats using in Industries .......................................................................... 38
Table 13 List of various brands of rubber mats/ sheets used by Industries ......................................... 39
Table 14 Different criteria’s taken into consideration by companies for shortlisting a supplier ......... 40

viii
1. INTRODUCTION

1
1. INTRODUCTION

1.1 Industry overview

1.1.1 Global overview

Rubber industry has a tremendous global impact. In fact, it is very interesting to note the fact
that in the history and the application of various materials, very few have made a large impact
globally as natural and synthetic rubber. The natural rubber material stretches from plantations
in Malaysia, Thailand, and Indonesia to factories in almost all countries of the world. It is
estimated that natural rubber accounts for only about 25% of the rubber used in industry.
Synthetic rubber is the primary source of raw materials for many rubber products today.

The future of the rubber industry is tied to the global economy. The consumption of rubber
worldwide during the period 1993-2003 was between 3.5 and 4.0% annually and was in line
with the increase of world GDP. The growth rate for rubber should be more than those for
motor vehicle production and motor vehicle registration in the coming years. Non-tire
applications account for the majority of usage of rubber at 52 to 54 percent of the total, with
little change expected.

The industry growing at healthy pace of 10% is set to reach 80,000 crore recent data from
CAPEXIL indicates the exports of rubber products increased by 5% boosted by non-tyre rubber
products in 2017. This is noteworthy sector has witnessed dwindling growth rates during the
last three fiscals, and indicates the large potential for growth if proper policies are in place.
There are and will be numerous applications in various sectors like

• Automotive (belts, hoses, gaskets, mouldings)

• Industrial (adhesives, padding, belting, vibration dampening, wire sheathing)
• Consumer (toys, door mouldings)
• Construction (roofing, sealants, mouldings)

Consumption of natural and synthetic rubber word wide from 1990 to 2017(in 1000
metric tons)

2
Figure 1 Consumption of synthetic and natural rubber

1.1.2 Top 10 rubber producing Countries

Figure 2 Production of rubber in countries

3
1.1.3 Country overview

There are about 6000 unit comprising 30 large scale, 300 medium scale and around 5600 small
scale and tiny sector units in year 2017. These units are manufacturing more than 35000 rubber
products, employing 400 hundred thousand people, which also includes 22000 technically
qualified support personnel, contributing Rs 40 billion to the National Exchequer through
taxes, duties and other levies. The Indian Rubber Industry plays a vital role in the Indian
national economy. The rubber plantation sector in India produces over 630 hundred thousand
tons of natural rubber and there is a projected production of more than one million tonnes in
near future. This has helped in the radical and rapid growth of the Indian rubber industry. This
prospect of growth is further enhanced by a boom in the vehicle industry, improved living
standards of the people and rapid over-all industrialization. The per capita consumption of
rubber in India is only 800 grams compared to 12 to 14 kilos in Japan, USA and Europe. So far
as consumption of rubber products is concerned, India is far from attaining any saturation level.
This is another factor leading to tremendous growth prospects of the industry in the years to
come. Rubber producing areas in India.

India forms a booming market with a huge base of 720 million consumers across 627000
villages. Indian rubber industry registered an annual turnover of $12700 million in the tyre
2015-16, with the tyre sector contributing to $7600 million, non-tyre sector $5100 million and
export $2300 million. As many as 6711 manufacturing units are operating in the non-tyre
manufacturing sector in India at present, which include footwear products, moulded goods,
tread rubber products, foam products, tyre tube& flaps, auto and cycle part, adhesives, dipped
goods, gloves, extruded rubber goods, beltings, hoses and rubber mats and sheets etc. The fact
that India is the sixth largest producer of natural rubber, second largest consumer of NR, fourth
largest consumer of all rubber together and second largest producer of Reclaimed rubber gives
a unique advantage to Indian rubber industry.

1.1.4 Positive strengths

An extensive plantation sector with highest yield and indigenous availability of basic raw
materials like natural rubber, synthetic rubber, reclaim rubber, carbon black, rubber chemicals,
fatty acids, rayon, rubber machinery and testing equipment’s are a boon to the Indian rubber
industry. The quality of Indian rubber products has been globally accepted as exports have been

4
growing at more than 20% YOY for the past more than 10 years. Availability of quality
technologists made available from more than 40 institutes catering only to rubber Technology,
and low cost of experienced labour.

1.1.5 Challenges ahead

Increased imports due to inverted duty structure are harming the industry which needs to be
addressed. More focus is needed from policy makers to help the industry tide over the crisis
caused by the free import of rubber products. Focus on growing domestic market could lead to
loss of opportunity in global rubber trade.

The major zones of rubber cultivations are

Traditional Zone

• Kanyakumari in Tamilnadu
• Districts of Kerala

Non-traditional Zone

• Coastal regions of Karnataka

• Goa
• Andhra Pradesh
• Orissa
• Some Ares of Maharashtra
• North-eastern states (mainly Tripura)
• Andaman and Nicobar Islands.

1.1.6 Rubber consumption in India

The following industrial sector consume most of the rubber products.

• Automotive tyre sector: 50% consumption of all kinds of rubbers

• Bicycles tyres and tubes: 15%
• Footwear: 12%
• Belts and hoses: 6%

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 • Camelback and latex products: 7%
• Other products: 10%

1.2 COMPANY OVERVIEW

1.2.1 Mysore Polymers & Rubber Products Pvt. Ltd.

History

MYPOL was established in the year 1981. It is India’s first butyl tube manufacturer. They are
a preferred inner tube manufacturer to tyre companies like Good Year, JK Tyres, Ceat Kelani
and etc. MYPOL tubes have a strong presence in the replacement market. These are distributed
across India & Sri Lanka through their 13 branches which cater to more than 1500 dealers.
Their rubber product activity spans several solutions for critical applications in defense, space,
medical and severe environments in cement, waste water treatment, safety & garment
industries. With the expertise in rubber technology, product and process innovations,
knowledge of manufacturing processes, ability to keep cost in control, they cater to customers’
critical requirements in India, USA, Canada, and Europe.

Mypol is one of India’s leading manufacturer of Butyl Inner tubes. They are OE suppliers to
tire majors in India, among others Ceat, JK Tyres, BKT, and ATG. They have installed capacity
for inner tubes from scooter to OTR sizes. They manufacture more than 40 different sizes for
various customers every day. Mypol also has a robust replacement under the brand Mypol.
These products reach their 1300 dealers spread across the country through their sales team and
13 branch offices. This strength keeps the factory and the technical teams in close touch with
end user requirements.

Mypol sold its tubes into four different markets. They are

Other Tyre Company (OTC)

In this market the company supply its tubes directly to almost all the tyre companies.

Replacement Market

6
In this market company supply its tubes through the dealers (wholesalers and retailers) all over
India and they sold the tubes under MYPOL brand. Currently they have a strong distribution
channel of 1300 dealers across the country.

Institutional Sales

The company enjoys a lot of support from the government institutes like KSRTC, MSRTC,
TNSTC, INDIAN DEFENCE and many other institutes. These institutes are regular customer
of the company’s dealers.

Export Market

The company supplies its tubes to various overseas markets in the Middle East, South-East
Asia, South America &Africa, Sri Lanka, Pakistan, Iran and Bangladesh.

Mypol is the market leader in Karnataka and has the second best market share following TVS
in Tamilnadu.

The company is focused on customer success through its ceaseless attention to quality,
innovation and lower cost as well as operating with high standards of integrity. Service and
Customer satisfaction is their corporate goal. They believe in co-operation with their customers
and wish to have a stronger and long lasting relationship with them.

1.2.2 Vision

Prosper by quality Processes, Products and Services.

1.2.3 Mission

Every employee at MYPOL strives to live by this motto. This focused vision has resulted in a
rock solid reputation for consistency, reliability and products that conform to national and
international standard alike.

1.2.4 Quality policy of MYPOL

To create confidence as a reliable vendor through total employee commitment to quality by
maintaining high standards of integrity in all aspects of business.

7
1.3 PRODUCTS

S.NO PRODUCT DESCRIPTION PICTURE

Mypol is one of
India’s leading
manufacturer of
1 Automotive Butyl Inner tubes.
tubes They are OE
suppliers to tyre
majors in India,
among others Ceat,
JK Tyres, BKT, and
ATG. They have
installed capacity for
inner tubes from
scooter to OTR sizes.
They manufacture
more than 40
different sizes for
various customers
every day.

Mypol caters to the

highly demanding
automotive segment.
With close
association with tier1
2 Moulded Parts supplier to vehicle
manufacturers,
Mypol is adding to
its product portfolio
by taking on

8
 challenging part
development.

Mypol manufacture
rubber sheets for
niche demands in the
automotive segment.
EPDM rubber sheet
3 Rubber sheets of 2mm thickness
with special
requirement for
surface finish and
properties is
manufactured for
export to USA and
Canada.

Mypol Retreading
Envelops & Curing
Bags are the
benchmark of the
Retreading industry. Their
4 Envelops& products have a
Curing Bags reputation for
consistent quality and
reliability across the
unorganized,
organized sectors and
the State transport
workshops.

9
 Metal-rubber
bonding is a strength
at Mypol. Friction
liners for material
5 Industrial handing conveyors
Rubber Parts and splicing
machines jaws for
inner tube
manufacture are two
such parts. These
metal-rubber bonded
parts require high
degree of precision
and are used in
severe environments.

Liners are rubber to

metal bonded &
Friction Liners made in segments to
6 and EPDM form a complete
Strips drum. These liners
are used in the
cement industry, they
are subjected to very
severe abrasive
operating conditions.
Strips are used as
liners in bucket
conveyors. They
withstand harsh
conditions of
temperature &
abrasion.

10
 These steel hose
backed inflatable
valve seals are used
7 Valve seals in large-size utilities
and industrial valves.
Designed to be fit-
and-forget, failures
can cause large scale
disruption.

These bellows are

manufactured for one
of the global leaders
8 Bellows for X of medical x-ray
ray machines machines. These
pressure-
compensating
bellows are
immersed in oil and
are engineered to last
the entire life of the
machine.

Mypol’s Polymer
technology know-
how has helped us
cater to the growing
Indian defence and
space industry.
9 Linear Mypol engineered
Bellows products with
emphasis on careful

11
 design and
development has
seen its products
being used in
applications in
satellites, missiles &
defence testing
equipment. Most of
these products have
been developed from
concept, working in
close association and
understanding
applications, with
defence and space
organizations.

Working closely with

the Indian Navy and
defence contractors,
Mypol has developed
10 Submarine rubber products for
seals submarine
applications. Mypol
products are in use in
Indian submarines’
engine components,
hatch sealing
(circular/elliptical)
applications and
torpedo testing
equipment.

12
 Mypol’s believes
rubber mixing is at
the heart of all rubber
Custom manufacture. They
11 mixing have established and
fine-tuned our
mixing process
which meets
stringent
requirements of tier 1
suppliers.

Disc and diffuser

membranes are
Water manufactured using
12 treatment proprietary process
membranes which ensures
tailoring the product
to meet varied
customer
requirements. Mypol
continues its R&D to
keep pace with
evolving and
stringent regulations.

13
 Electrical safety is
one of the most
stringently regulated
areas in safety
regulations. Mypol
Electrical manufactures
13 rubber mats electrical insulation
mats conforming to
IEC61111 standards
for electrical safety.
These mats are
exported across the
world for installation
in industrial and
utilities.

1.4 SWOT ANALYSIS OF MYPOL

Strengths

• They are manufacturing many different products.

• Loyal customers (Ceat, JK tyres, defence)
• They have good R&D department.
• Exporting to other countries.

Weakness

• Promotion and advertisement is very less.

• Local brand name.

14
Opportunities

• Booming rubber industries.

• Expand their market to all over the country.
• Emerging market and growth of automobile Industry.

Threats

• Tube less tyre market

• Anti-skid flooring to the industries.
• Chinese dumping in India.

15
2. SITUATION ANALYSIS

16
2. SITUATION ANALYSIS

2.1 Project title

To launch General purpose speciality rubber mats and sheet.

2.2 Problem identification & Decision making context

Currently Mypol is manufacturing Automotive tubes, moulded parts, rubber sheets (EPDM),
retreading envelopes and curing bags and so. Now they are looking to launch rubber mats and
sheets. Before launching these products they want to know market position of this sector.
Through this we can also identify the competitors, potential buyers of rubber mats and sheets.

2.3 Market factors

• Factors effecting the rubber prices in India

• International demand and supply.
• International market transaction.
• Production of synthetic rubber.
• Government policies.
• Oil prices.
• Seasonal changes and climate.
• Global economic conditions.

2.4 STP of MYPOL

The STP of Mypol is as follows:

Segment: Automobile Industry, Manufacturing factory

Target group: Top tyres companies, Industries.

Positioning: One of the best exporter in South India.

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2.5 Porters five force model for rubber mats and sheets industry

An application of Porter’s five force model renewed the following aspects:

Competitive rivalry
• Huge competition in Visakhapatnam and also in our country.
• Customers tend to shift depending on price and quality.

Buyer power

• In Visakhapatnam, category “A” type of industry are more and they are purchasing
huge quantity of material.
• There are many small and medium scale industries who also buy rubber mats and
sheets in huge quantity.

Supplier power

• Total twelve suppliers are in Visakhapatnam

• They sell their product through bidding, quotation and directly selling their product to
customers.
• Cost is almost same in each shop.

Threat of new entry

• Easy to enter in this market, there are no barriers.

• Time taken is moderate and cost is also not that much for suppliers.

Threat of substitution

• Anti-skid flooring is emerging as a one of the major substitute.

• For floor mat so many small scale industries use hand craft mats instead of rubber
mats.

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3. RESEARCH METHODOLGY

19
3. RESEARCH METHODOLGY

3.1 Background of the study

The main purpose of conducting this project is to identify the market condition and market
study for rubber mats and rubber sheets industry, so that company can identify the strategy to
enter into the market by analysing the various players in the market.

3.2 Objectives of the study

• To identify the different types of rubber mats and sheets.

• To identify major players in the Indian market.
• To identify the retailers, wholesalers, and manufacturers in Visakhapatnam and
surrounding areas.
• To identify potential buyers of rubber mats and rubber sheets.
• To observe the buying behaviour of the customers.

3.3 Research questions

• What are the different types of rubber mats and sheets?

• Which type of rubber mats mostly prefer by industry people?
• How is the competition in the market?
H0: there is a competition in the market.
H1: there is no competition in the market.
• From where you are purchasing rubber mats and sheets?

3.4 Research design

3.4a Exploratory research

Exploratory research is used when one is seeking insights into general nature of the problem.by
using of this research method we can find out the various alternatives before launching the
product. The design used for the research was exploratory in nature. Exploratory research is
generally used to clarify thoughts and opinions about the research problem to provide insights

20
on how to do conclusive research. The results of the exploratory study can give valuable inputs
for the second study. The method used in this is consultations with experts in the field to
analysis of selected cases. We had collected primary data with the help of questionnaires. The
questionnaire contained both open ended and closed ended questions. An in depth interview
with the sales people of MYPOL was conducted.

3.4b Descriptive research

Descriptive research purpose is to provide an accurate snapshot of some aspect of the marketing
environment. The study was also descriptive in nature so as throw light on the intricacies of
the problem and suggest possible alternatives by finding out some hidden aspects of after-
market which are essential to be taken care of by any manufacturer to be successful.

1. Research methodology included collection of data from both primary as well as secondary
sources.

2. Primary data was collected through market survey and sometime very informal sort of
conversation was used to collect the required information.

Discussion with dealers, and retailers which will be facilitated by a structured questionnaire

3.5 Research boundary

The research will be conducted in Visakhapatnam, Srikakulam, Rajahmundry, Samalkota, and

Vizayanagaram.

3.6 Scope of the study

The study helps to find out the different types of rubber mats and sheets, also known
competition in the Visakhapatnam. This study helps to know the either Mypol Company enter
to this type of segment. And also find out who are the main end users of rubber sheets and
mats.

3.7 IRP Table

21
 Sources of Primary/ Secondary Information Measurement
information approach
retailers Primary Price Questionnaire,
Selling process Nominal scale
Potential customers

wholesalers Primary Price Questionnaire

Selling process Nominal scale
Potential customers

hospitals Primary Buying behaviour Questionnaire

Quantity Nominal scale
From where they are
buying

Purchase Primary Buying behaviour Questionnaire

officers(Industry) Quantity Nominal scale
From where they are
buying

Web resources secondary Different types of

rubber mats and
sheets.

3.8 Sources of data

Data collected from the manufacturers, wholesalers, and retailers of rubber mats and sheets.

Data collects from purchase officers of different industries and hospital in Visakhapatnam and
surrounding areas.

3.9 Data collected method and instruments

22
By using questionnaire took survey from wholesalers, retailers and manufacturers, and also
from industries.

Questionnaire and depth interviews with industry people (purchasing officer).

3.10 Sampling plan

Marketing research studies are limited to a sample or sub group of the total population relevant
to research question. In this research it was into divided manufacturers, wholesalers, retailers,
and different types of industries into different sub groups. One approach is to use a combination
of convenience sample and snowball sampling.

3.11 Time & Cost

It was taking totally 42 days to collected data from the suppliers, manufacturers and industry
people (Purchasing officer).

Cost: 8300 rupees.

3.12 Research Questionnaire

3.12a Questionnaire for retailer/ wholesalers/ manufacturers

1. Name
2. Name of retailer shop/wholesale shop/ Manufacturing units.
3. Location

4. Contact number

5. Main brands in rubber mats

6. What are different types of rubber mats that are available in your shop?

23
7. From where do you are purchasing rubber mats?

8. If you are purchasing a product from the manufacturing unit, give the ratings regarding
your purchase.
Rating 1 2 3 4 5

• Price
• Quality
• Quantity
• Discount rate

9. Which type of rubber mats is mostly preferred by the customers?

10. Whom do you consider as your competitors in Visakhapatnam?

11. To whom will this product appeal?

• Industry people
• Hospitals
• House holders
• ---------------------

12. Do you target customers individually, companies or both together?

• Individually
• Companies
• Both

13. How competitive is the market for your target customers?

24
 14. Does rubber mats require one time repayment or repeated payment?
• One time
• Repeated payments

15. What is your expected profit margin?

16. What are the different ways you are promoting your product?

3.12b Research questionnaire for end users

There is where i describe the research and let people know that their participation is voluntary
and that their data are anonymous and confidential.

1) Name of the Industry:

2) Are you using rubber mats/ rubber sheets in the Industry?

• Yes
• No

If yes

3) Which of the following you are using in industry currently?

A) Rubber mats B) Rubber sheets C) Both

4) What are the different types of rubber mats you are using in industry?

5) How much quantity of material is used in the industry (Approximately)?

25
6) Who are the suppliers of rubber mats / sheets for you currently?

A) Wholesalers B) Retailers C) Manufacturing Units

7) What are the product attributes you take into consideration while purchasing the product?

2.

3.

8) Currently which brand of rubber mats and sheets you are using?

9) How do you purchase rubber mats/rubber sheets?

A) Bidding B) Direct Purchase

10) How do you identify retailers & wholesalers?

A) By advertisements B) By directly going to the market

11)

Parameters Yes No
Are you satisfied by the price that is offered currently?
Are you satisfied by the product quality supplied to you?
Are you satisfied by the services of the supplier?
Do you believe in the importance of a brand in this product?
Will you prefer to deal with a new supplier?

12) The satisfaction level of current rubber mats and sheets

Parameters 1 2 3 4 5

26
 Life
Price
Services of the supplier
Delivery time
Other benefits
Reputation of the supplier
Personal Relations with supplier

13) What is the average delivery time of the product?

14) What are the challenges you faced while procuring the rubber mats and sheets? (State any
two)

1.

2.

15) What are the criteria’s you take into consideration for shortlisting a supplier?
• Nearest Supplier
• A leader in the market
• Delivery Time
• Price
• After sales service

If no

Why you are not using rubber mats/ rubber sheets?

3.13 Research analysis

Table 1 Number of Wholesalers in Visakhapatnam

Wholesaler/manufacturer Count of Wholesaler/manufacturer

27
 M 7
W 13

Figure 3 Number of Wholesalers and Manufacturers in Visakhapatnam

Wholesaler/manufacturer
14

12

10

0
M W

In Visakhapatnam and surrounding areas total 13 wholesalers and 7 manufacturers are there. I
did survey from these all shops and collected data from them.

Different types of rubber mats/ sheets available in wholesalers and manufacturing units

Table 2: Different types of rubber mats/ Sheets available in Wholesalers/manufacturers

Name of retailer shop/wholesale shop/ What are different types of rubber mats/ sheets
Manufacturing units. that are available in your shop?

Indian rubber industries All types

Ragahvendra rubbers Products All types

28
dolphin rubber products plain sheets and checkerd

hi tech rubber products electrical rubber mats,

Rubber products chequered mats, ERM

Vishaka rubber trading EPDM, flat rib mat, EIM ETC…

Kanta enterprises natural, neopreme, nitrate, silicon, electrical

rubber mats
Paramount rubber products Anti-skid, E RM, All sheets

UNITED enterprises All types

Hydraulics and rubber products all zenith products

Asian rubber products EIM, Natural rubber sheets
Siva rama enterprises natural,neopreme,nitrate,silicon,electrical
rubber mats
Venkateswara rubber products epdm anti-skid, anti-static, electrical rubber
mats
Vena enterprises all products from Santosh rubbers

Balaji electricals all zenith and Santosh rubber products

Rahul rubber industries depends on customer specifications

Ragahvendra rubber dealers depends on customer specifications

29
 Sudha enterprises epdm, erim, natural rubber sheets, fabric
reinforced

Raja enterprises all zenith products

Samyuktha rubber products floor mats, car mats, electrical insulation mats

Which type of rubber mats is mostly preferred by the customers?

Table 3 Most preferred rubber mats/ sheets by customer

Name of retailer shop/wholesale shop/ Manufacturing Which type of rubber

units. mats is mostly
preferred by the
customers?
Indian rubber industries EIRM, natural rubber
sheets.
Ragahvendra rubbers Products electrical rubber mats

dolphin rubber products plain sheets/ checkerd

mats
hi tech rubber products natural rubber sheets,
electrical rubber mats
Rubber products chequered mats, ERM
Vishaka rubber trading natural rubber sheets

Kanta enterprises natural rubber sheets

Paramount rubber products natural rubber sheets,

electrical rubber mats
UNITED enterprises Plain sheets and rubber
mats

30
 Hydraulics and rubber products Natural and neoprene
rubber sheets and
electrical rubber mats
Asian rubber products EIM, Natural rubber
sheets

Siva rama enterprises -

Venkateswara rubber products ant skid and anti-static

Vena enterprises natural rubbers sheet

Balaji electricals electrical rubber mats,

natural rubber mats
Rahul rubber industries chequered mats, ERM
Ragahvendra rubber dealers epdm and natural
rubber sheets
Sudha enterprises electrical rubber mats,
natural rubber mats

Raja enterprises natural rubber sheet

Samyuktha rubber products car mats and electrical

rubber mats

From the above observation mainly, electrical insulation rubber mats and natural rubber sheets
are mostly preferred by customers. These customers can be from industries, individual and also
hospitals.

To whom will this product appeal?

31
Table 4 Customers of rubber mats/ sheets

To whom will this product Count of To whom will this product

appeal? appeal?
all 10
industry people 10

Figure 4 Customers of rubber mats/ sheets

To whom will this product appeal?

12

10

0
all industry people

Mainly rubber mats and sheets are used in industries, hospitals & construction sites.

What are the different ways you are promoting your product?

Table 5 Different ways of promoting products

What are the different ways you are Count of What are the different ways you
promoting your product? are promoting your product?
no 14
paper ads 1
paper advertisements, 2
yellow magazine, paper adds 2

32
 yellow magazine, paper adds, mouth talk 1

From the 20 wholesalers and manufacturers only six people are giving advertisements and
remaining are not showing interest in advertisements.

Figure 5 Different ways of promoting product

14

12 no

10 paper ads

8 paper advertisements,

6 yellow magzine, paper adds

4 yellowmagzine, paper adds,

mouth talk
2
(blank)

0
M W (blank)

Wholesalers are not giving any advertisements for selling their product now. But maximum of
manufacturers giving advertisement.

Does rubber mats and sheets require one-time repayment or repeated payment?

Figure 6 Different ways of payment by customers

Does rubber mats require one time repayment

or repeated payment?
12

10

0
one time repeated

33
From the above graph we can say that 11 out of 20 wholesalers or manufacturers accepted
repeated payments when they are purchasing rubber mats or rubber sheets.

Figure 7 Different ways of payment systems followed by wholesalers/ manufactures

8
3 - Count of Does rubber
7 mats require one time
repayment or repeated
6 payment?

5 3 - Count of price

3 4 - Count of Does rubber

mats require one time
2 repayment or repeated
payment?
1 4 - Count of price

0 5 - Count of Does rubber

M W (blank) mats require one time
repayment or repeated
payment?
Seventy five percent of Manufacturers accept repeated payments when they are selling rubber
mats and sheets. Sixty percent of wholesalers are accepting one time payments. One of the
main reason is wholesalers are selling less quantity of material.

If you are purchasing a product from the manufacturing unit, give the ratings regarding
your purchase?

Discount rate
Ratings given
by
Grand
Wholesalers
1 3 4 5 Total
W 1 2 3 7 13
Grand Total 1 2 3 7 13

Normally wholesalers not considering that much on discount rate compare to price and quality
of the material.

Price

34
 Ratings given
by
Wholesalers
1 3 4 5
W 1 2 3 7
Grand Total 1 2 3 7

Wholesalers are considering price when they are purchasing the product. Ten out of thirteen
wholesalers are considering or more considering price.

Quality

Table 6 Quality consider by wholesalers

Ratings
given by Grand
Wholesalers 2 3 4 5 Total
W 1 2 2 8 13
Grand Total 1 2 2 8 13

Quality also play crucial role when they are purchasing the product. If quality is not good they
would get negative review. It will effect on their further business, so they tried to get quality
material.

Quantity

Ratings given
by
Grand
Wholesalers
1 3 4 5 Total
W 1 2 3 7 13
Grand Total 1 2 3 7 13

35
If we get good quality of material and price is also high at that time, in the same time
wholesaler have to get more quantity of material.

From where do you are purchasing rubber mats and sheets?

Table 7 purchasing rubber mats/ sheets by industries

Company Number of Industries

Indiamart (Online) 2
Kanta rubber pvt ltd 1
Manufacturer (Local) 4
Manufacturer (Nearby) 1
Mumbai Delhi 1
online, manufacturing 1
paramount 1
purchased from different places in India 2
purchased from different suppliers from 3
Indiamart
Santosh rubbers and different places in 1
India
zenith 1
Zenith and online 1
Zenith, Santosh rubber 1
Grand Total 20

Nowadays wholesalers are looking online and seeing the product cost and features of that
product and then they are looking that product order from online.

Industry analysis

What are the different types of rubber mats you are using in industry?

36
Table 8 Different types of rubber mats using in industries

Name of the Industry: What are the different types of

rubber mats you are using in
industry?
Girija power plant insulated rubber mats A category

Siemens power plant insulated rubber mats A and B

category
Devi fishers pvt ltd insulated rubber mats

Gail India ltd insulated rubber mats and natural

rubber sheets
Ravi ceramics floor mats, natural rubber

ship building insulated rubber, floor mats, anti-

skid
Devi fishers pvt ltd Kakinada insulated rubber mats

lalitha power plant insulated rubber mats

hinduja power plant insulated rubber mats

Naval dockyard insulated rubber, floor mats, anti-

skid, anti-static
cipla ltd silicon rubber sheets

aurobindo pharma ltd silicon rubber sheets

vijay sai medical agency silicon rubber sheets

eisai pharmaceutical silicon rubber sheets

Varshini power project India ltd insulating mats for electrical

purpose

Electrical insulation rubber mats are using in almost every industries except pharmacy. In every
power plant they are used these mats for prevent electrical shocks. Silicon rubber sheets are
used in pharmacy industries for preparing medicines.

37
Who are the current supplier to your company?

Figure 8 Current supplier of rubber mats/ sheets to companies

Who are the suppliers of rubber mats / sheets

for you currently?
7

0
both manufacturer retaliers vendors wholesaler

In Visakhapatnam and surrounding companies, they are purchasing their product from either
manufacturers or wholesalers and vendors also. Category A type industries are purchasing
rubber mats and sheets from vendors.

Table 9 Quantity of rubber mats using in Industries

Name of the Industry: How much quantity of

material is used in the
industry (Approximately)?

Girija power plant 75 meters

Siemens power plant 50 meters

Devi fishers pvt ltd 196

Gail India ltd 100kgs

Ravi ceramics depends on season

ship building 300 meters
Devi fishers pvt ltd Kakinada 120 meters
lalitha power plant 55 meters
hinduja power plant 100 meters

38
 Naval dockyard 200 meters per unit

cipla ltd 60 pieces

aurobindo pharma ltd 45 pieces
vijay sai medical agency 80 pieces
eisai pharmaceutical 75 pieces
Varshini power project India ltd 60

Currently which brand of rubber mats and sheets you are using?

Table 10 List of various brands of rubber mats/ sheets used by Industries

Name of the Industry: Currently which brand of

rubber mats and sheets you
are using?
Girija power plant Vnr and co

Siemens power plant Vnr and co

Devi fishers pvt ltd Vnr and co
Gail India ltd balaji electricals
Ravi ceramics local wholesalers
ship building conferential

Devi fishers pvt ltd Kakinada Vnr and co

lalitha power plant local wholesalers
hinduja power plant conferential
Naval dockyard we are buying through
vendor ship process, we
don’t know from where we
purchasing
cipla ltd Santosh rubber
aurobindo pharma ltd zintal
vijay sai medical agency unbranded
eisai pharmaceutical padmini rubbers

39
 Varshini power project India ltd deesawala rubber industries

What are the criteria’s you take into consideration for shortlisting a supplier?

Table 11 Different criteria’s taken into consideration by companies for shortlisting a supplier

Name of the Industry: What are the criteria’s you take into consideration for
shortlisting a supplier?

Girija power plant last time supplier service and product quality

Siemens power plant product quality

Devi fishers pvt ltd price and services

Gail India ltd after sales service

Ravi ceramics nearest supplier

ship building price

Devi fishers pvt ltd Kakinada price

lalitha power plant nearest supplier and price

hinduja power plant nearest supplier and price

Naval dockyard price

cipla ltd nearest supplier

aurobindo pharmacy ltd price

vijay sai medical agency nearest supplier
eisai pharmaceutical price
Varshini power project India ltd price

Mainly all industries are look for the price and the nearest supplier to the industry while
considering selection of suppliers. From the survey we can say that 90% of industries are
looking for price and nearest supplier.

40
Figure 9 Satisfaction level of industries

Will you prefer to deal Are you satisfied by

with a new supplier? the services of the
15 supplier?
11
10 15
10
4 10
5 5
5
0 0
n y n y

Do you believe in the

Are you satisfied by
importance of a brand in
the product quality
this product?
supplied to you?
10 9
9
10
6
6
5 5

0 0
n y n y

Are you satisfied by the price that is offered

currently?
15 12
10
5 3

0
n y

From the above graphs we can say that industries are happy with the price, what suppliers fixed
that. Some of the industries are not happy with the supplier because they are don’t deliver their
product on time or quality of the product, but most of them are happy with the suppliers. But
if any new supplier is ready to supply this product, industry people are willing to change their
supplier depending on the price and quality of the product.

How do you identify retailers & wholesalers?

Large scale industries mainly consider the last time purchase option. If that price and product
quality is good they are going with old supplier. If that product price is less or quality is not

41
good in that time industries are looking new supplier. Remaining all industries have not use
that much rubber mats and sheets, so that they are directly identify the supplier in the market,
when they need that product.

3.14 Limitations/Challenges

• Due to demo graphic and geographic constraints the study is limited only to
Visakhapatnam and surrounding areas.
• Convincing the supplier to ask permission about this survey.
• Obtaining the details of suppliers of rubber mats and sheets to industries.
• Estimation of sample size is quite challenging.
• During the survey some retailers did not give correct data.
• In Visakhapatnam, there is no rubber mats and sheet manufacturing industries. So we
are not getting data related to manufacturing side.
• Lack of data available in internet about rubber mats and sheets market share.
• Absence of data base.
• It is exploratory research.

42
4. SECONDARY RESEARCH

43
4 SECONDARY RESEARCH

4.1 Different types of rubber mats

S.NO Name of rubber Description Picture

mats
Recommended
for safety of
workers on up to
AC 66 KV & DC
240 V
installations in all
Electrical
1 insulating mats kinds of sub-
stations operating
HT, LT
switchgears,
control panels,
transformer
room, battery
room, generator
rooms and bus
bar panels etc.

Rubber mats are

used as floor
covering around
electrical panels
as a safeguard to
Chequered the life and limb
2 electrical of the work men
rubber mats due to possible
leakage of
current and short

44
 circuit. Rubber
mats are used in
power generation
plants, sub-
stations,
workshops etc.

4.2 Different types of Rubber sheets

S.NO Name of the Description Picture

rubber sheet
1 Natural NR Sheets are highly
rubber sheet abrasion Resistant & have
excellent elongation
property, durable & light in
weight, due to these
reasons NR is used in
manufacturing wide
variety of Moulded &
extruded products. These
Rubber sheets are well
suited for Sound and Noise
Proofing applications.

2 Neoprene Commercially Neoprene is

rubber sheet formed by Polymerization
of
Chloroprene/Polychloropr
ene monomer. It is a
petroleum based synthetic
Rubber. Vulcanized
Neoprene Rubber Sheets

45
 are very effective against
Oil, heat, chemicals,
abrasion & exhibits
prolonged neoprene rubber
sheets signs of ageing, due
to which it is highly
recommended for
commercial Purposes. It
offers high Elongation &
Tensile Strength.

3 Silicone Silicone is soft, glossy &

rubber sheet elastic Rubber material
resistant to high
temperature of the order of
up to 300 desilicone
sheetgree Celsius without
Fail. Silicones are also
available in Food Grade
quality & that’s the reason
widely use in Medical
applications.

4 EPDM rubber EPDM is a Hydrocarbon

sheet based Electrometric
Compound best known for
its abrasion & ageing
retardant properties.
EPDM Sheets are mostly
used at places vulnerable to
moisture, direct sunlight,
extremely high-
lowepdm_sheetstemperatu
re and humidity. EPDM

46
 Rubber Sheeting with
100% polymer content are
installed on top of building
for waterproofing
purposes.

5 Diaphragm Diaphragm Rubber Sheets

rubber sheet have one or more
ply/insertion/reinforcemen
t of Nylon Fabric between
outer layers of
Neoprene/Nitrile/Silicone
Rubber Compound. This
provides Strength to
Rubber Pertaining to high
Hydraulic or Pneumatic
Pressure. High Pressure
bearable canvas Rubber
Sheets are widely use as
packing material between
to metallic components
also it can sustain Air,
Water, Fluid pressure up to
40Bar. Single or multi-
layer of Steel Wire Mesh
reinforcement is provided
for pressure above 40Bar.
It is very important to keep
thickness of diaphragm
sheets intact, as even a
small variation in thickness
of say 0.2mm in 0.5mm
thick diaphragm sheet can

47
 cause leakage or failure of
entire system.

6 Nitrile rubber Nitrile is best known for

sheet gases, electric current & oil
resistant Rubber & that’s
the reason mostly used at
places meant for such
applications. Nitrile Sheets
are used for insulation
purposes in Industries.
Nitrile is available both in
Hard/Solid or Sponge
form, latter is used for Air
conditioner, hear changer
or such other appliances
ducting purposes.

7 Food grade These sheets are carefully

rubber sheet crafted using high quality
FDA approved NR,
EPDM, SBR, Neoprene,
Silicone rubber depending
upon application & user
requirement. All
machinery are washed with
5% caustic Soda solution
before commencing
Production. Strict
parameters & quality check
is adopted in dealing with
these material, every
square inch of material is
thoroughly tested to be

48
 ensure, no contamination
happened during
processing & curing.

4.3 Applications of rubber sheets

Natural rubber

NR sheets are mainly used in packing, matting purposes, skirt-board, and sand/shot blasting
rubber sheets.

Neoprene rubber sheets

Petrochemicals industry, chemical pants, steel mills, pharmaceuticals& other related industries
where it is used for packing, metal to rubber adhesion, insulation for oils, acids, alkalis, heat.

Ethylene propylene diene monomer

Epdm rubber is expensively used in automobiles for door seals, bidding, window seals, lining
of water reservoirs, water proofing of roofs, face safety masks & at area of high temperature.

Silicone rubber sheets

Widely used in automobiles to bear high temperature, in machinery for lubrication, food grade
silicone rubber sheets are used in pharmaceuticals & medical applications. In electronics
industry silicone is used for providing glossy & smooth effect.

Nitrile rubber sheets

This rubber sheet is specially designed to be used for highly resistant to oil & solvent products.

Fabric reinforced rubber sheets

This rubber sheet is specially is to bear high pressure.

Viton rubber sheet

Viton rubber sheet is resistant wide range of oils and solvents.

Rubber mats

49
The application of these rubber mats are in all kind of industries such as manufacturing
workshops, electrical workshops, sub stations etc. these mats protects the technicians from any
kind of current leakage in electrical workshops and help safeguard their lives. These are also
used in power plants and other different types of plants.

50
5. RECOMMENDATIONS
AND
CONCLUSION

51
5. RECOMMENDATIONS

• Rubber industry is one of the growing industry in India. In every industry rubber
products are used for preventing electrical shocks and using below the panels.
• Rubber mats and sheets manufacturing industries are not there in Visakhapatnam and
surrounding place. But usage of rubber mats and sheets are high in different industries.
• Competition is moderate in Visakhapatnam for wholesalers. Nearly twenty wholesalers
are there. They are purchasing these products from different manufacturers in India.
• All wholesalers purchasing products from manufacturing units, Indiamart (online), and
other resources available. Mypol is not registered in Indiamart, if Mypol registers, then
the wholesalers could purchase products.
• Promotions, advertisements are not there for Mypol they should promote regarding
their product. Like they will give advertisement in Indiamart, local magazine, and give
sample products to local suppliers in Visakhapatnam.
• In Andhra Pradesh rubber mats and sheets manufacturing are very less. Government of
Andhra Pradesh has taken initiative to establish industries in AP. So, if Mypol start new
unit or export their product to Andhra Pradesh.
• Nowadays all power plants, steel plants and electrical utility plants they are suing Anti-
skid flooring, so that rubber mats and sales may decrease.

52
6. CONCLUSION

Mypol is one of the leading distributor in tubes to Ceat, JK tyres. They are manufacturing
different types of rubber products to the different industries. Mainly they are manufacturing
linear blows to Defence services in India. They are manufacturing electrical mats also. But they
started this very recently. Rubber mats are mainly using in industries where electrical motors
are using. These product should be used in all industries. In Visakhapatnam rubber mats and
sheets wholesalers are less, they are purchasing these products from different rubber industries
in India and also in Indiamart (online services). Manufacturing units in Visakhapatnam are
very less and also they are not manufacturing rubber sheets, mainly they are buying those
products from large manufacturing units in India and they are doing secondary services for that
product and sell that rubber product. In Visakhapatnam large scale, medium scale industries
are there. In every industry they are using rubber mats and sheets, but they are purchasing these
products from wholesalers, vendors. But these wholesalers and vendors are purchasing this
product from manufacturers from different places in India. So if Mypol start a small unit in
rubber mats and sheets should be give profitable to the company or they start promotions and
entered into online services. In rubber mats and sheets product industry people are not seeing
branded product. Mainly they are seeing product quality and price of the product.

53
7. REFERENCES

http://www.mypol.in/

http://www.martins-rubber.co.uk/products/electrical-safety-matting/

https://www.jyotirubber.com/product/high-pressure-rubber-sheet/

http://www.rubbersheetindia.co.in/natural-rubber-sheet/

http://www.allindiarubber.net/

Advanced data analytics text book

Marketing research text book

54