A

PROJECT REPORT

ON

ESTIMATION OF MARKET SIZE AND POTENTIAL

OF FIBRE CEMENT BOARDS FOR MUMBAI MARKET

FOR

EVEREST INDUSTRIES LTD.

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL

FULFILLMENT OF TWO YEAR FULL TIME COURSE
MASTER IN BUSINESS ADMINISTRATION

SUBMITTED BY

ANKIT SODANI
(2005-2007)

BRACTS
VISHWAKRMA INSTITUTE OF MANAGEMENT
PUNE - 411048

CERTIFICATE
TO WHOMSOEVER IT MAY CONCERN

This is to certify that Mr. ANKIT SODANI, a student of our institute

VISHWAKRMA INSTITUTE OF MANAGEMENT has successfully
completed the project on ESTIMATION OF MARKET SIZE AND
POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI
MARKET with specific reference to EVEREST INDUSTRIES LTD.
undertaken in EVEREST INDUSTRIES LTD. from 1st June 2006 to 31st
July 2006

This is the original study of Mr. ANKIT SODANI. The sources used by
him have been acknowledged by in his report. The report is submitted in
the partial fulfillment of two years full time course in MASTER IN
BUSINESS ADMINISTRATION (2005 2007) as per the guidelines of
the Pune University.

Prof. Yuvraj Lahoti

(PROJECT GUIDE)

Dr. Sharad .L. Joshi

(DIRECTOR)

Preface

As a part of M.B.A. it is required to present a project report. For this

purpose one has to associate him self / her self with an industrial /
commercial period of minimum eight weeks.

The project contains a comprehensive treatment of marketing research and

its result in theoretical form as well as graphical presentation this will
enable its implication for the company, its product, service and the
consumer.

Acknowledgement
It is always a difficult task to acknowledge all those who have been of tremendous help
in an academic project of this nature and magnitude nevertheless, I have made a sincere
attempt to express my gratitude to all those who have contributed to the successful
completion of this project through this project report.
As I presents this report on Estimation of Market Size and Potential of Fibre
Cement Boards For Mumbai Market In Everest Industries Ltd. West Zone
Mumbai. I am aware of the humanity and gratitude towards all the individuals who
have so kindly offered me their time, skill, knowledge, advice, and facilities, or
guidance.
I am extremely grateful to Mr. Rahul Chopra Vice President (Marketing) Everest
Industries Ltd. West Zone Mumbai (Company guide) for giving me this opportunity
to develop this project and making all the resources available to me with the intention
of success of this project.
I would also like to thanks Mr. V. P. Singh Manager (Marketing) of Everest
Industries Ltd. West Zone Mumbai (Company guide) for his idea, advice,
knowledge, and about all his support throughout this project, which was constant
source of inspiration.
I also take this opportunity to express my deepest gratitude to my Project Guide Prof.
Yuvraj Lahoti (College guide) for his constant support, guidance and encouragement.
My special thanks to MANAGING DIRECTOR of EVEREST INDUSTRIES
LIMITED INDIA for giving me the permission and opportunity to work in his esteem
organization for 2 months internship program.
Last but not the least I would like to thanks my parents and my all family members, all
the employees and all my friends who have always been a strong support during the
entire course of my project and without their co-operation the completion of this project
would not have been possible.

ANKIT SODANI

Sr. No.
1.
2.
3.

Title
Executive Summary
Introduction to the Topic
Reason for Selecting the Topic

Page No.
1
2
3

4.
5.
6.
7.
8.
9.
10.

Objective of the Project

Company Profile
SWOT Analysis
Product Profile
Theoretical Background
Research Methodology
Data Analysis

4
5
12
13
16
19
22

11.
12.
13.
14.
15.
16.

Observations and Findings

Limitations
Conclusion
Suggestion and Recommendation
Bibliography
Annexure

35
36
37
38
39
40

1. Executive Summary
The following report deals with the project undertaken for Everest Industries
Ltd. The company is in the manufacturing & marketing of fibre cement roofing
& building material products. It manufactures non-asbestos plain boards. It also
manufactures corrugate roofing sheets, flat fibre cement boards and E
BOARD CLASSIC (designer cement board). Everest is the first company to
launch fibre cement boards and designer boards first time in India. Everest is the
only company who manufacture quality non-asbestos cement boards in India.
The project is the study regarding

ESTIMATION OF MARKET

SIZE/POTENTIAL OF FIBRE CEMENT BOARDS FOR MUMBAI

MARKET . The main objective of this project was determining the market size
and potential. The secondary objective was finding market share of Everest Ind.
And the competitors in Mumbai for fibre cement board market, potential in
project and retail segment, problems and weaknesses of the Everest fibre
cement boards and suggestions or recommendation for them. This project was
done particularly for fibre cement boards. The above tasks were very
challenging quite learning, which completed through an intensive research
conducted.
A systematic approach was used to achieve the above-mentioned objective. To
minimize the error and gather the correct information, survey technique was
used and structured questionnaires were prepared for dealers and retailers,
which include both close ended and open-ended questions. Personal interviews
and observation also proved very useful to collect the right information. For this
purpose, a sample area was taken under consideration
The project not only deal with the information regarding Everest cement boards
but of all other brands in the Mumbai market, the Everest cement boards had
some problems and findings, which work obstacles in the success of it in the
market. The report also deals with the suggestion and recommendation for them
company need to adopt in order to improve the market size and potential of the
brand.
The margin of error was kept as low as possible but existence of error would
have occurred because of limited time span.

2. Introduction to the Topic

The topic of my summer project is Estimation of market size and potential of
fibre Cement Boards for EVEREST INDUSTRIES LTD; is first Indian
manufacturing company of fibre cement boards and designer cement boards.
In this project, it needs to understand the exact market potential of Fibre cement
Boards in Mumbai market and also the existing market share of E-Board .As
Everest is a pioneer in Fibre cement building products in India since 1934,
always try to be an innovative company and offers various customized products
in the market.
The main competitors existing in the market are Charminar, Bison boards,
swastik, Hilux, and to some extent Plywood & MDF, and also some other small
brands. EVEREST is the oldest and first company in this industry in India but
its product E

BOARD and E

BOARD CLASSIC is trying to reflect their

image as a Brand and trying to reach at a height where nobody can even
imagine. The brand is very popular and oldest in India. EVEREST brand is well
known in Mumbai.
The project for estimating market size & potential of the brand, market position,
size/potential of other brands, reasons for not expected potential of the brands
after well known of brand in Mumbai only. Company s weak points and other
problem and solution and suggestion for them so that company may be able to
know where does the brand stand? and what steps company needs to be
taken in order to increase the existing market potential of company, largest
market size or share of the brand? So that it may increase expected market
share of company. Any company cannot afford to be ignorant in the competitive
market if they want their products to be successful.

3. Reason for Selecting the Topic

The topic for the project as mention earlier was to TOPIC which was not only
includes the market size, potential and, market share of the brand but much
others information too.
I was asked to collect all the information regarding brand and all different flat
cement board brands are available in the market, their market share, potential,
market size, E

BOARD and E

BOARD CLASSIC, its weak point or

problem and suggestion or recommendation for them. Thus, there was immense
work to do be done. This all does include a very intensive Market research.
Actually it involves field work as well as deep study of market mix of the brand.
An intensive market survey of dealers and retailers were needed to complete.
This topic was related to purely market survey and it was real market research.
Thus, the topic was interesting, challenging, learning, and very much real.
The company was facing the problem of availability, timely delivery / supply,
quality, and service, as compared to other brands in the market; the project was
a real challenge and so become interesting.
As the product was a BUILDING MATERIAL product and BUILDING
MATERIAL sector is the most booming, growing and competitive sector at this
era. In this sector much more scope of learning and much opportunity. This is
the sector, which gives that experience that no any other sector can give. No
marketer can survive in the competition in this sector without sound strategy
and policy. Therefore the project was challenging as well as learning.
I had to study the product market in depth and information regarding brand (E
BOARD and E

BOARD CLASSIC) not only for us but also about

competitors, their strategy, their strengths and company s weaknesses. This all
involves a deep market research and thus were quite challenging and
knowledge.
Thus, the project was great opportunity for me and as I always wanted to have
experience of the competitive BUILDING MATERIAL sector, hence I opted
for the project.

4. Objectives
Title of the Project
Estimation of Market Size and Potential of Fibre Cement Boards for
EVEREST INDUSTRIES LIMITED
Objective of the Project
1. Primary Objective
The primary objective of the project is to determine the total potential of
fibre cement boards for Mumbai market.
2. Secondary Objective
1. To determine the Market Share of E-Board & Competitors
2. To determine the Present Market Position of E-Board
3. To determine the sale in project as well as retail segments
4. To identify the problems or any kind of steps that needs to rectify
5. Suggestions and Recommendations
Scope of the Project
The project was done for the fibre cement boards.
It was completed for the Everest industries ltd
Area for the study Mumbai and Thane district
Sample size was 210
It covers only west zone information.

5. Company Profile
EVEREST INDUSTRIES LIMITED

About Company
Everest Industries Limited is the pioneer of the fibre cement products in the
country and is one of the fastest growing building material companies in India.
It started operation in 1934 at Kymore in Madhya Pradesh and today has 3 other
plants at Nashik in Maharashtra, Podanur in Tamil Nadu, and Kolkata. All the
manufacturing units are IS / ISO 9001:2000 certified. The Kymore and Podanur
in Tamil Nadu manufacturing units are also accredited with IS / ISO 14001, the
global standard for environment management system. The company has an all
India presence with a wide distribution network. It has a modern R&D center at
Nashik.
The company has a wide and well organized sales and distribution network all
over the country with a turn over of around RS. 200 crore (RS. 2 billion), the
company is going through a phase of consolidating its recently launched new
generation products and maintaining the leadership status in fibre cement
industry.
Everest Industries Limited is not only a manufacturer of corrugated roofing
sheets, accessories and cement board but also provide complete solution to your
need of industries and commercial roofing, exterior and interiors.
Everest Industries Limited pioneered fibre products in Asia and is one of the
fastest growing building material company in India. It started its operations in
1934 and today, has ultra modern exporting facilities spread across India. All
exporting units are as per IS / ISO certified.
We offer a versatile range of fibre cement products covering both roofing as
well as boards. Our product range has gained wide acceptance in Asia, Africa,
south pacific and Europe.

10

Everest Industries ltd. is committed to retaining leadership in building material

through constant product innovation. Everest is also first company in Asia to
introduce compressed cement boards

Boards Endura . We have

experience in producing over 600 million sq. mt. of roofing and over 15 million
sq. ft. of fibre cement boards. Our currently capacity for producing non
asbestos fibre cement roofing and boards are 4.6 million sq. ft. and 10 million
sq. ft. per annum respectively. All our products conform to International
Standards and Manufactured with Latest European Technology.
We believe in providing more durable, more efficient, market oriented superior
alternatives to traditional building materials. This is achieved by continuous
product and process development though strong R&D and technically
competent manpower. The combinations of innovative building solutions along
with our trained manpower enable us to provide excellent pre and post

sales

service.

Board range of fibre cement boards is manufactured from a homogenous

mixture of Portland cement, treated cellulose fibres finely ground silica and
quartz and other select mineral fillers at a state
sophisticated, digitally

of

the

art unit using

controlled processes. The principal components of the

mixture are cement and cellulose fibre. Cement acts as a hydraulic binder and
the cellulose fibres interlock with the cement and quartz matrices to add
strength to the boards. Absolutely no asbestos is using during the entire process,
making our products 100% asbestos free.

11

Company Photo

Network
The Company has direct sales Offices in each of the metro cities in India
supported by Sales representatives and Dealers all over the country. The
Company has also exported its highly successful product of fibre cement board,
designer board, acostyle and hi tech to the US and to a smaller extent, the
Middle East, Netherlands, Italy, Chaina and Germany.

12

NEW DELHI (HEAD OFFICE &

MUMBAI (WEST ZONE &

NORTH ZONE)

REGISTERED OFFICE)

EVEREST INDUSTRIES LIMITED

EVEREST INDUSTRIES LTD,ACC

EVEREST

LIMITED, RESEARCH AND

HOUSE, E 62, GREATER

CONSALTANCYDIRECTORET, CRS

KAILAS, PART

COMPLAX,LBS MARG THANE (W)

I, NEW DELHI

110048 INDIA

TEL; 91-22-55985914

TEL. 91-11-23432568, 23432568

FAX 91-22-55985913

FAX 91-11-26464006

e-mail wzsales@everestind.com

e-mail info@everestind.com
web site www.everestind.com
KOLKATA (EAST ZONE)

TAMILNADU (SOUTH ZONE)

EVEREST HOUSE, 1 TARATOLLA

PODANUR P.O.COIMBATORE

ROADGARDEN RESEARCH,

641023 TAMILNADU INDIA

KOLKATA 700024 INDIA

TEL 0422-2413816

TEL 033-24695814

FAX 0422-2413633

FAX 033-24669920

Email szsales@everestind.com

Email ezsales@everestind.com

The company has identified 19 locations to appoint the sales team. The
locations along with the cities included in that location are listed in Table 1.
TERRITORY COVERED
NORTH

SOUTH

EAST

WEST

Delhi

Chennai

Guwahati

Mumbai

Chandigarh

Coimbtore

Kolkata

Nagpur

Allahabad

Bangalore

Raipur

Pune

Indore

Hyderabad

Bhubhneshwar Ahmedabad

Jaipur

Jamshedpur

13

Surat

14

List Of Competitors and With Chart (Graph)

Everest is the current market leader with 36% and the competitor of Everest
with market size in Mumbai market is listed below:

S.NO.
1
2
3
4
5
6
7
8

COMPETITORS
NAME
EVEREST
BISON
CHARMINAR
SWASTIK
SHAKTI
HILUX
LOTUS
TOTAL

% OF
MARKET SIZE
36
33
17
6
4
2
2
100

EXISTING COMPETITORS

17%

6%
4%

EVEREST
BISON

2%
33%

2%

CHARMINAR
SWASTIK
SHAKTI
HILUX
LOTUS

36%

Interpretation
Mumbai market is very competitive market because there is maximum number
of competitors and brands are available. In cut throat competition like this, to
maintain the market leadership is very difficult task. There is the graphical
presentation and list of competitors are available with the market share. Out of
100% market Everest is the current leader of market with share as 36% where as
Bison and Charminar are biggest competitors with leading market share of 33%
and 17 % respectively. Other companies share remaining pie with respective
market share.
15

Organization chart

Managing Director

Executive Director

Vice President (west zone)

Confidential
Secretary

DGM (Roofing)

Manager (Mkt)
(MAH)

Manager Finance

Accountant

Manager (Mkt)
(GUJ)

Cash Officer
ASM
Mumbai
ASM
Gujarat
ASM
RoM

16

DGM (Boards)

Maharashtra

Gujarat

Mumbai

6. SWOT Analysis
Strengths
70 years of rich experience
Technical expertise
Strong Research & Development support
Brand name
Weakness
Non availability in boards
Some quality issue
lack of systemized after sales service & feedback
Opportunity
construction industry is rocking
As Everest has got good technical expertise, they can enter into the
different segment with these products.
Threats
Strong will of our competitors to enter into our area of expertise.
Lot of other brands coming in India. Foreign players are also willing to
get into this segment

17

7. Product Profile
Product Range
Everest Industries Ltd. is the pioneer of the fiber cement product in the
country. It is a manufacturing company. It has many numbers of products in its
product line. It produces 7 different type of fibre cement product.
Board
E Board
E Board Classic
E Board Endura
E Grid
Acostyle
Rapicon

: Multipurpose Cement Boards

: Designer Cement Boards
: Compressed Cement Boards
: Suspended Ceiling Grid System
: Mineral Fibre Boards
: Sandwiched panel for faster
construction

Roofing
Everest
Everest Hi

:Corrugated Fibre Cement Roofing

System
:Modern non
asbestos fibre
cement roofing System with
HIPP (High Impact Poly
Propylene) technology

Tech

Others
Roofing accessories like Ridges, Gutters, and North Light Curves etc.
Refuse Disposal System, Septic tanks and custom made fibre cement
About Products
E Board - Multipurpose Cement Boards
E

Board

a combination of cement, selected mineral fillers with interlocking

cellulose fibres, is manufactured through high pressure steam curing (autoclave)

process.
This unique composition and manufacturing process enrich E

Board with

attribute of fire, termite and moisture resistance, dimensional stability and easy
workability (easy to cut, saw, nail, screw, drill) thus making it the most
preferred and first choice of the architects and interior designers.
The versatile E

Boards is ideal for false ceilings, Partitioning, Wall Paneling,

Doors, Backliners, Pre

fab constructions and many other innovative

applications.
18

E Boards Classic - Designer Cement Boards

E

Boards Classic is a designer cement board. It is versatile, ready to install pre

Primered, designer cement board for interiors. It is available in a wide range

of attractive, self embossed surface texture to choose from.

The only one of its kinds, E

Board Classic offers a combination of the

excellent functions properties of fibre cement and stylish elegant looks.

Ideal for a wide range of interior applications in residential, commercial and
industrial constructions, E-Board Classic offers exceptional aesthetic appeal.
Its strength and flexibility ensure work ability and minimal breakage and
wastage.
E Board Classic is available in following alternative surface textures:
Lake & Hill
Occeanic
Cascade
Electra

E Boards Endura - Compressed Cement Boards

E

Boards Endura is durable strong cement based building boards with a

smooth, flat surface.

Ideal for wet area flooring, mezzanine flooring, external decking, dry wall
partition, permanent shuttering, steel structural encasement, eaves and soffit
lining, roof sarking etc
Excellent for load bearing external panels
A superior choice for durable & aesthetically appealing faade systems
E Board Endura accepts all type of paints and surface finishes.

19

E Grid - Suspended Ceiling Grid System

E

Grid - Suspended Ceiling Grid System is a light

pre

weight, pre

engineered,

coated exposed laying system which can be easily and quickly assembled

at the site to form an aesthetically appealing and economical suspended ceiling.

All E

Grid components are compatible with all standard fitting and fixture like

air conditioning ducts & diffuser, smoke detectors, fire extinguisher etc. and are
also compatible with standard illuminating system to provide a better
appearance to the interiors.

Everest - Corrugated Fiber Cement Roofing System Roofing Excellence Since

1934
Everest Corrugated Sheets are made from the finest quality of cement and fibre
through a specially developed fibre orientation process. They undergo rigorous
quality control system

standards which are higher than ISI

giving you a

product of lasting value.

Everest Hi

Tech - Modern non

asbestos fibre

cement roofing System with

HIPP (High Impact Poly Propylene) technology

Everest Hi

Tech is a modern non

asbestos corrugated roofing system using

the specially HIPP technology (High Impact Poly Propylene). It is

manufactured in a world class production facility, conforming to all relevant
International Standards.
ideal for wide range of roofing and cladding solution for factories and
warehouses in industries such as petrochemicals, food, pharmaceuticals,
automobiles, engineering, metallurgy etc. Excellent roofing and cladding
solution for hotels, resorts and villas
Acostyle - Mineral Fibre Acoustic Ceiling Tiles
Acostyle
Everest

the latest in fashionable acoustic ceiling tiles from the house of

A company internationally known for its high quality and holistic

building solutions. With the great look and acoustical quality it will change the
way interiors look and sound forever.

20

8. Theoretical Background
Marketing Strategy
Following a successful concept test, the new

product manager will develop a

preliminary marketing strategy plan for introducing the new product in the
market. The plan consists of three parts.
1. The first part describes the target market s size, structure, and behavior, the
planned

product positioning; and the sales, market share, and profit goals

sought in the first few years:

2. The second part outlines the planned price, distribution strategy, and the
marketing budget for the first year.
3. The third part of marketing
profit goals and marketing

strategy plan describe the long run sales and

mix strategy over time:

Business Analysis
After management develops the products concept and marketing strategy, it can
evaluate the proposal s business attractiveness. Management needs to prepare
sales, cost, and profit projections to determine whether they satisfy company
objectives. If they do, the concept can move to the development stage. As new
information comes in, the business analysis will undergo revision and
expansions.
Estimating Total Sales
Total estimated sales are the sum of estimated first

time sales, replacement

sales, and repeat sales. Such estimation methods depend on whether the product
is a one

time purchase (such as an engagement ring or retirement home), an

infrequently purchase product, or frequently purchased product. For one

tome

purchase product, sales rise at the beginning, peak and later approach zero as
the number of the potential buyers is exhausted. If now buyers keep entire the
market the sales will not go to down zero.

21

Infrequently purchase products

equipment

such as automobiles, toasters, and industrial

exhibit replacement cycles dictated by physical wearing out or by

obsolescence associated with changing style, features, and performance. Sales

forecasting for this product category calls for estimating first

time sales and

replacement sales separately.

Frequently purchase products, such as consumer and industrial nondurable,
have product life

cycle sales resembling. The number of first time buyer

initially increase and decrease as fewer buyer left (assuming a fixed population).
Repeat purchases occur soon, providing that the product satisfies some buyers.
The sales eventually falls to a plateau representing a level of study repeat
purchase volume; by this time the product is no longer a new product.
In estimating sales, the manager s first take is to estimate first time

purchase

of the new product in each period. To estimate replacement sales, management

has to research the product survivals

age distribution

that is, the number of

units that fail in year one, two, three and so on. The low and of the distribution
indicates when the first replacement sales will take place. The actual timing will
be influenced by a variety of factors. Because replacement sales are different to
estimate before the product in use, some manufactures base the decision to
launch a new product solely on the estimating of the first

time sales.

For a frequently purchased new product, the seller has to estimate repeat sales
as well as first time sales. A high rate of repeat purchasing means the customers
are satisfied; sales are likely to stay high even after all first time purchase take
place. The seller should note percentage of repeat purchase that takes place in
each repeat

purchase class: those who rebuy once, twice, three times, and so

on. Some products and brands are bought a few times and dropped.

22

Estimating Cost and Profits

Costs are estimated by the R&D, manufacturing, marketing and finance
department.
Companies use other financial measure to evaluate the merit of a new product
proposal. The simplest is break even analysis, in which management estimates
how many units of the product the company would have to sell to break even
with the given price and cost structure. Or the estimate may be in terms of how
many years it will take to break even. If management believes sales could easily
reach the break

even number, it is likely to move the project in to product

development.
The most complex method of estimating profit is risk analysis. Here three
estimates (optimistic, pessimistic, and most likely) are obtained for each
uncertain variable affecting profitability under an assumed marketing
environment and marketing strategy for the planning period. The computers
simulates possible out comes and computers a rate

of

return profitability

distribution showing the range of possible rates of return profitability

distribution showing the range of possible rates of returns and their
probabilities.

23

9. Research Methodology
Meaning:
Research means the process of getting knowledge and that can be carried out
either arbitrarily or in a systematic fashion. It is a purposive investigation.
Research process involves defining the problem, formulating the hypothesis,
organizing and evaluating the data, deriving inference and conclusion after
careful testing.
Definition:
According to Bery A careful investigation or inquiry specially through search
for new facts in any branch of knowledge
Redman and mory defined research as

Systematized effort to gain new

knowledge
For every comprehensive research, a proper research methodology is
indispensable and it has to be properly conceived. The methodology adopted by
me is as under:

Data to be Collected
Data includes facts and figures, which are required to be collected to achieve the
objective of the project. In order to determine the current market size, potential
and market share of E

BOARD the information needed to be collect can be

classified into following two typesPrimary Data

The data that is collected at hand and for the first time or to particularly fulfill
the objective of the project and happen to be original in nature is known as the
primary data.
The primary data were collected through stockists, dealers and retailers survey
and survey was conducted through interview, observation, and questionnaire
prepared for them.

24

Secondary Data
Secondary data are that type of data, which are already collected, available,
analyzed, or assembled by someone else. And need not to collected from
outside. These types of data were
a. Company profile
b. Product profile
c. Competitor knowledge
The aforesaid data were collected through Internet and company s financial
reports, newspapers, and interior products magazines.

Data Collection Method

For given project, the primary data was more significant. This type of
information gathered through survey technique, which is the most popular and
effective technique for correct data collection. The survey was completed with
the use of questionnaires and observations. There was questionnaire for survey
of dealer, stockiest, and retailers.
a)

Questionnaire for stockiest, dealers & retailers

b)

Observations

Dealers and retailers as the elements of channel of distribution are the most
significant for the success of a building material product; they were taken under
consideration as the samples for the survey. The questionnaire is present further
in the annexure.
Sampling
Sample is the small group taken under consideration from the total group. The
small group represents the total group, in the project the market segment, which
was ask to be studied was Mumbai market but there was a limitation of the
project to approach all the stockiest, dealers and retailers of the city. The areas
selected for the sample are present further in annexure.

25

Calculation of sample size is based on random sampling technique for the

project & contact method is direct survey.
Sample Space

Mumbai Market

Samples Dealers / Sub Dealers & Retailers

Sampling Technique
Sample Size

Random Sampling

90Dealers / 120 Sub Dealers & Retailers

Contact method

Direct Survey

Total Sample Size

210

S. No.

Area covered

No of outlets
covered

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16.
17.

Dader
Thane
Maszid
Byculla
Ghatkopar
Vashi
Colaba
Grat road
Santacruze
Dahisar
Andheri
Chembur
Malund
Vile Parle
Malad
Ulhas Nagar
Panvel

20
15
20
20
15
15
7
15
12
6
20
9
13
15
12
7
6

18.

Total

210

Mumbai more than 5000 outlets available but for the study of this particular
project, the above mentioned sample outlets were selected because of the
constraints like geographical coverage, time frame of the project.
Data Evaluation
The extensive data collected through the questionnaires was evaluated to arrive
at the market size, market potential and the market share of the company. This
compilation was put into the charts for getting the information at a glance and
easy availability for ready reference.

26

10. DATA ANALYSIS

Total sales of cement boards in Mumbai of Everest and other brands

(Average monthly sales)

TOTAL SALES
(TONNEGEWISE)

MARKET SHARE IN
%AGE (TOTAL MKT)

325

36

BAISON

300

33

CHARMINAR

150

17

SWASTIK

50

HILUX

40

SHAKTI

18

LOTUS

15

TOTAL

898

100

BRANDS
E

BOARD

2%

TOTAL SALES

2%
4%
E

6%
36%

BOARD

BAISON
CHARMINAR

17%

SWASTIK
HILUX
SHAKTI
LOTUS
33%

27

Interpretation
A total average monthly sale of fibre cement flat sheets in Mumbai market is
898 MT considering the sample size of this particular project. Out of 898 ton
Everest is largest seller with 325 ton, subsequently Bison and charminar are
next competitors of Everest with 300 & 150ton avg. monthly sales respectively.
Remaining 123 tones avg. monthly sales is shared amongst other four
companies.

Everest sells around 325 MT out of 898 MT & has 36% of market share
being the brand is current market leader.
Bison captures 33% market share with the sale of 300MT and stands on
second position, which is closest competitor of Everest.
Charminar has 17% market share with the sale of 150MT, which can be a
future threat to both Everest and Bison. Shows that strong competitor of
Everest
Swastika has 6% market in fibre cement flat boards in Mumbai.
Hilux lotus and Shakti have got 4%, 2, and 2% market share respectively
from the remaining 8 %.

28

Total sales in retail segments

(Average monthly sales)
BRANDS

SALES
(TONNEGEWISE)

%AGE MARKET
SHARE (RETAIL)

BISON

150

32

130

29

CHARMINAR

90

20

SWASTIK

35

HILUX

27

SHAKTI

13

LOTUS

10

TOTAL

455

100

BOARD

RETAIL SALES
2%
3%
6%
BISON

8%

32%

E - BOARD
CHARMINAR
SWASTIK

20%

HILUX
SHAKTI
LOTUS
29%

Interpretation
Total potential in retail segment is around 455 ton, amongst all Bison leads the
market by sales of150 ton (32%) followed by Everest with 130 ton (29%) and
then Charminar with 90 ton (20 %), remaining 85 ton (19 %.) is shared amongst
other 4 competitors.

29

Total sales in project segments

(Average monthly sales)

SALES
(TONNESWISE)

%AGE MARKET
SHARE
(PROJECT)

195

44

BISON

150

34

CHARMINAR

60

14

SWASTIK

15

HILUX

13

SHAKTI

LOTUS

TOTAL

443

100

BRANDS
E

BOARD

PROJECT SALES

44%
E

BOARD

BISON

1%

CHARMINAR

1%

SWASTIK

3%

HILUX

3%

SHAKTI
34%

14%

LOTUS

Interpretation
Total sales in project segment are around 443 ton. Amongst all E - Board leads
the market by sales of 195 ton (44%) followed by Bison with 150 ton (34%) and
then Charminar with 60 ton (14 %), remaining 38 ton (8%) is shared amongst
other 4 competitors.

30

Comparative Total Sales in Retail and Project Segments

500
450
400
350
300
250
200
150
100
50
0

455
443

RETAIL
195

PROJECT

150
150

L
TA

TU

10 5

LO

AK

TI

13 5

TO

2713

SH

AS
TI
K

SW

IN
AR

AR

BI
SO

3515

CH

ES
ER
EV

90
60

HI
LU

130

S A LE S

COMPARATIVE TOTAL SALES IN RETAIL AND

PROJECT

BRANDS

Interpretation
This is the comparative presentation of total retail and project segment sales.
This chart showing that in retail segment competitors have got more market
share and in project segment Everest is current market leader.

31

Product Awareness about EBC or Equivalent Boards

% OF
RESPONSE

NO.

AWARNESS

170

81

25

12

NONE

15

TOTAL

210

100

YES / EBC
EBC/EQUIVALENT

PRODUCT AWARENESS

7%
12%
YES / EBC
EBC / EQUIVALENT
NONE

81%

Interpretation
As far as dealers are concerned out of 210 dealers, 170 dealers are well aware of
EBC, which covers 81% of the total dealers surveyed. On the other hand 25
dealers are known to ECB equivalent like DECOCIL (15), NCL (6), SHERA
(1) and VISAKA (3). Only 15 dealers were not aware of any of the brands,
neither EBC nor any mentioned here.

32

Percentage Analysis of Brand Pull

PARTICULARS
NO.OF DEALERS
%OF BRAND PULL

YES
113
54

NO
97
46

TOTAL
210
100

RATIO OF BRAND PULL

46%

YES
54%

NO

Interpretation
While survey out of 210 dealers sample it was found that the 54% consumers
are demanding for a specific brand of fibre cement board, where as 46%
consumers does not have demand of particular brands. So that it indicates
consumer are more aware about various brands available

33

Brand Pull for Various Brands

NO.OF
CUSTOMERS
32
27
23
12
7
6
6
113

BRANDS
CHARMINAR
BISON
EVEREST
SWASTIK
SHAKTI
HILUX
LOTUS
TOTAL

% AGE OF
CUSTOMERS
29
24
20
11
6
5
5
100

CONSUMERS BRAND PULL

5%

5%
29%

6%

CHARMINAR
BISON
EVEREST

11%

SWASTIK
SHAKTI
HILUX
20%

24%

LOTUS

Interpretation
The survey revealed that 29% consumers prefer Charminar in comparison to other
brands where as 24% consumer prefer Bison and brand pull of consumers is very
low for Everest i.e. 20% consumer come to purchase Everest out of 100% (113)
sample size. Rest of the four companies shares remaining market share .

34

Factors Effects on Consumers Buying Behavior Consider In Brands

Purchase

FACTORS
QUALITY
PRICE
SERVICE
AVAILABILITY
CREDIT
ANY OTHERS
TOTAL

% AGE OF
PREFERENCE
36
28
18
6
4
8
100

NO.OF CONSUMERS
41
31
20
7
5
9
113

41

45
40
35
30
25
20
15
10
5
0

31
20

FACTORS

ER

IT

TH

ED
AN

CR

BI
L
LA

AV
AI

Y
IT

E
VI
C
SE
R

IC
PR

AL
I
U
Q

TY

VALUE

CONSUMER PREFERENCE FACTOR

FACTORS

Interpretation
Out of 113 dealers during the survey it was found that 41 consumers first
preference to Quality and want superior quality product, while 31 consumers
preference to price and 20 customers want service. Remaining give preference
to availability (7%), credit facility (5%), and other prefer well-known products
(9%).

35

Dealers Recommendation for Particular Brand

PARTICULARS

YES

NO

TOTAL

NO. OF DEALERS
%AGE OF
RECOMANDATION

109

101

210

52

48

100

RATIO OF RECOMMENDATIONS

YES

48%

52%

NO

Interpretation

Out of 210 dealers it was found that 109 (52%) dealers recommend specific
brands and 101(48%) dealers does not recommend any brand. Ratio of dealer s
recommendation is higher over dealers not recommend

36

Analysis of Particular Brand Recommended by Network

NO. OF DEALERS % AGE OF DEALER

BRANDS

RECOMMENDING RCOMMENDATION

CHARMINAR

31

29

BISON

24

22

EVEREST

20

18

SWASTIK

13

12

SHAKTI

HILUX

LOTUS

TOTAL

109

100

RECOMMENDATION OF NETWORK FOR

PARTICULAR BRAND

6% 5%

CHARMINAR
29%

8%

BISON
EVEREST
SWASTIK

12%

SHAKTI
HILUX
22%

18%

LOTUS

Interpretation

Out of 109 samples it was found that 29% dealers recommend Charminar brand,
22% dealers recommend Bison and only 18% dealers recommend Everest. So it
clearly shows dealers are least interested with the brands and not happy with
brand policy. Remaining around 34 dealers (31%) recommend other brand.

37

Motives of Dealers For Recommending Particular Brand

REASON
AVAILABILITY
SUPPLY
MARGIN
PRICE
QUALITY
SERVICE
TECHNICAL SUPPORT
COMPANY GOODWILL
CREDIT FACILITY
TOTAL

NO. OF DEALERS
24
21
18
16
9
7
6
5
3
109

%AGE OF
DEALERS
21
19
17
15
8
6
6
5
3
100

DEALERS MOTIVES FOR

RECOMMENDING A BRAND
AVAILABILITY
15%

SUPPLY

8%

17%

MARGIN

6%
6%
5%

19%

3%
21%

PRICE
QUALITY
SERVICE
TECHNICAL SUPPORT
COMPANY GOODWILL
CREDIT FACILITY

Interpretation
The survey showed that out of 109 samples
21% dealers give first preference to availability
19% give preference to supply.
17% give preference to margin.
15 % give preference to price.
8 % give preference to quality.
6% give preference to service.
Remaining 14% give preference to technical support, goodwill of
company and the credit facility respectively.

38

Modes of Advertisement
MODE
WALL
PANTING
HOARDINGS
RADIO
TELEVISION
NEWS PAPER
DIRECT MAIL
TOTAL

NUMBER OF
DEALERS

%AGE OF
PREFERENCE

75
57
49
13
9
7
210

37
27
23
6
4
3
100

EFFECTIVE MODE OF SALES PROMOTION

4% 3%
6%

WALL PANTING
37%

HOARDINGS
RADIO

23%

TELEVISION
NEWS PAPER
DIRECT MAIL
27%

Interpretation
The survey conducted among 210 dealers showed that 75 dealers suggest that
company should advertise through wall paintings, where as 57 suggest that
advertisements to be on hoarding board and 49 dealers suggest that radio
advertisements to be aired and remaining 13% suggested that it should be T.V.,
Print media and Direct mail as the mode of advertisement.

39

11. Findings
Findings of the project are listed below:

1. Availability of material is the great problem of E

boards. The fibre cement board

industry on overall basis facing lot of shortage because of lot of demand against the
short supply. Everest products have very much demand in market but company not
able to fulfill the same.
2. Timely delivery of material is also great problem of Everest. Company is not able
to deliver the material at right time, at right place, at right quantity.
3. As far as quality concern the quality of E

BOARD quality is not so good

especially in 4 & 6 mm thickness.

4. Company does not have stock depot or warehouse in Mumbai city or near to city
for E - BOARDS. So it takes more time in delivery of retail orders.
5. Everest has 0.4% breakage policy that s why it creates an entry point for the
competitors into the E-Board network.
6. Selling price of Everest is more in compare to our competitors.
7. Dealers are not confident enough on E-Board availability.
8. No Hoarding has been placed for E-Boards within the Mumbai Market due to
which some Brand visibility issue is their in the Network.
9. Insufficient manpower to handle a large geographical territory in Retail.
10. Margin of the product E

Board for dealer is less compared to other substitute

products in category.
11. Due to non availability of fast moving item like 4 mm and 6 mm of E-Board, now
the network is tending towards other

40

12. Limitations
The research project had some limitations that are listed as below.

1.

TIME FRAME: The time allotted for the project was two months, was
major constraint for the study.

2.

GEOGRAPHICAL COVERAGE: This study was limited to Mumbai

territory only.

3.

CASUAL RESPONSES: It was difficult to obtain data from each

respondent concerned. There are always some respondents that refuse to
give any information. Sometimes some respondents must have answered
casually and did not give correct information.

.
4.

SAMPLE SIZE: The project was restricted for a particular sample size
or the part of network channel. The random sampling technique could
have lead to chances of some errors.

41

13. Conclusion

BOARD is a prime product offered by Everest industries limited and in

mumbai market it has got a good brand name in projects and retails both. But in
last one year due to non availability of material network are little bit confused
and that s why some of them had shifted to other brand in retail.

The fact and figure itself talk about the market potential of brand and
competitors. In mumbai market EIL has got maximum potential and market
share with good brand name. Bison and charminar is the strong competitors of
brand. Everest is the current market leaders but it facing the some problem of
Availability, Timely delivery, service and quality. Company must improve
Availability,

Timely

delivery,

service

and

quality

by

considering

recommendation and findings otherwise brand may loss the market position and
competitors may market leaders.

Although E Board has got a good name and most of the dealers are willing to
deal with E Board only so EIL has to focus towards the points recommended in
this project report.

42

14. Recommendations
1. Company should increase the production capacity.
2. Company should bridge the gap between demand and supply with effectiveness
measures like establishing Depot in Mumbai for E-Board.
3. Company should focus on quality issue of E-Board 4 & 6 mm and even EBoard Classic 4 & 6 mm as these are the sizes which are fast moving in
Mumbai market.
4. Company must improve the logistic management and cost and time effective
transport facilities.
5. Company should provide after sales service to consumer by adopting best
consumer relationship management.
6. Company should provide timely delivery by six sigma model, like i.e.
dabbawala, McDonald, pizza hut.
7. Company should give the maximum benefit to distributors by introducing some
kind of lucrative schemes to motivate their network to sell more as well as
increasing their profit margins.
8. Company should also think about establishing some hoardings at strategic
locations to increase the visibility of the Brand.
9. Wall painting also can be done in outskirt of Mumbai markets.
10. Brand should be advertised on radio, television and print media at local and
national level in local language during some festive seasons.
11. Manpower should be designed in such way so that every part of the mumbai can
be covered very effectively, that is the way we can increase our retail sale.
12. We should come out with some good policy to take care of the breakages, so
that the co. and their dealers get satisfied with the policy.
13. Company should sale the product on the basis of (USP) unique selling
proposition.
14. Company should adopt the (JIT) Just in Time model for cost effectiveness and
availability, Total Quality Management model (TQM) for quality, and Six (SS)
Sigma model for good service i.e. dabbawala, pizza hut, McDonald.
15. Company should take the systemized feedback of consumers and provide after
sales service and also customer loyalty program should be organised
16. Company should encourage the sub

43

dealers and retailers also.

15. Bibliography

BOOKS
Marketing Management

Philip Kotler.

Marketing Management

Rajan Saxena.

Research Methodology
Marketing Research

C.R. Kothari.

Beri.

MAGAZINE AND JOURNALS

Inside & Outside.

REPORTS
Monthly Report of the Company.

WEBSITE
www.everestind.com
www.google.com

44

16. Annexure
Questionnaires for dealers

Fibre cement boards

1. Do you deal with fibre cement boards?

Yes / No
2. How many brand you deal in your business? (Please mention name)
a) _____________, b) _____________, c) _______________
d) _____________, e) ______________, f) _______________
3. Do people come to you asking for a particular brand of fibre cement boards?
Yes / No
If yes then which brand and reason?

4. Do you recommend any specific brand of fibre cement boards?

Yes / No
If yes then which one and why do you recommend particular brand?
5. How much is the average monthly sale of fibre cements Boards / equivalent
from your business?

Boards

Average
Inventory
Level

Dealers
Retail
Project

E Boards
Charminar
Bison
Swastika
Hilux
Shakti
Lotus
Total

6. Are you aware of designer fibre cement board / equivalent?

If yes which brand?
a) ______________, b) ______________, c) _____________
d) ______________, e) ______________, f) ______________

45

Products
Rank
E Boards
Charminar
Bison
Swastik
Hilux
Shakti
Lotus
7. Rating the product on the basis of service / availability?
8. Could you suggest which company has maximum dealers in Mumbai?
Ans.
9. Which company does more and effective advertisement and sales
promotion activity?
Ans.
10. Do you think advertisement increase sales and market share of company?
If yes which media is more effective in your view?
Wall Painting
Hoarding
Television
Radio
Print media
Direct mail

[
[
[
[
[
[

]
]
]
]
]
]

11. How many competitors are available in market for FC Boards / Equivalent?
S. no.

Name

46

NOTE:-

Name of the firm M/s.

..

Address

.
...

Respondent s name

...

Type of business
Designation
Date & Time

..

Phone No.

..

Email ____________________________________________

47

Survey Area and Number of Covered Outlets

Survey for the whole Mumbai city a sample was selected for this purpose which
represents the total group. The area which was the selected and number of
outlets covered in particular area are as under

S. No.

Area covered

No of outlets
covered

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17

Dadar
Thane
Maszid
Byculla
Ghatkopar
Vashi
Colaba
Grat Road
Santacruze
Dahisar
Andheri
Chembur
Malund
Vile Parle
Malad
Ulhas Nagar
Panvel

20
15
20
20
15
15
7
15
12
6
20
9
13
15
12
7
6

18

Total

210

48

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