DECLARATION

I, KUMARJEET, hereby declare that I have carried out summer Training project report on the

topic entitled “CONSUMER BUYING BEHAVIOUR OF FEVICOL MARINE IN

HAZARIBAG ”. I further declare that this project is my original work and no part of this Project

report has been published or submitted to anybody or university Award of any other degree or

diploma.

NAME- KUMARJEET

MBA 4TH SEMESTER

(SESSION -2017-2019)

ROLL NO. -1136370037

 CERTIFICATE
This is to certify that the project report entitled
“CONSUMER BUYING BEHAVIOUR 0F FEVICOL
MARINE IN HAZARIBAG “ is original Project work
done by Mister Kumarjeet student of final year 2017-
2019 ,

University Roll No-150120007493

Class roll no-10 Vinoba Bhave University , Management

and commerce department , Hazaribag has successfully
completed his project under my guidance.

Internal Examiner External Examiner

Head of the Department

 PREFACE
To bridge the gap between the theory and practical it essential for student to step out of the class

room and move around the corporate world .Classroom theory can pass on knowledge but

attitude and skill can be inherited from actual market exposure.

This training had not only provided me the corporate exposure but has also equipped me with an

attitude and skill to become a successful leader.

And I have learned that how to handle the situation in any adverse time, this practical

programme has given me a very wonderful knowledge about publicity and public relation

strategies and market competition and I have came up with that idea how can we actually work

with perfection by publicity and public relation activities and giving it to a third party .

Other than the above mentioned things, this training has given me the exposure to deal with the

cut-throat competition which prevails in today‘s business environment among the various firms

and has also taught me how to figure out solutions for this adverse condition.
 ACKNOWLEDGEMENT
It gives me great pleasure to express my boundless sense of gratitude to each and every person

who directly or indirectly helped me in completing this humble piece of work. During the

course of my training, I learnt that Understanding is one thing and Executing is another. I got the

opportunity to undergo training at PIDILITE PRIVATE & LIMITED COMPANY. The practical

training was very helpful as I got acquainted with various activities of Management. This study

also helped me to judge the difference between classroom studies and practical reality of

management in an organization.

I would like to convey my special thanks to Dr. M.K. Singh

(DIRECTOR , MBA Dept.) for helping in this project and taking a keen interest in solving my

every small problem, clearing all my doubts and helping me to think, behave and act from

manager‘s point of view.

I also want to convey my special thanks to Dr. SAROJ

RANJAN (MBA Dept.) Project Guide for rendering valuable support. I am also very grateful

to the management of my college where I have been studying, for allowing me to do the course

and project.

I am also thankful to my parents, classmates and friends who

were in some or the other way helpful to me in successfully completing this research study.
 EXECUTIVE SUMMARY
The objective the project is to analysis of publicity and public relation strategies of

AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY and how these

strategies affect the number of admissions in the college. This report contains the brief

introduction of AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY,

LUCKNOW. AMBALIKA INSTITUTE OF MANAGEMENT & TECHNOLOGY is the

largest player in the education sector. It has covered large market share by its promotional

strategies and quality education. It is the prominent institute in eastern UP region.

Ambalika institute of management & technology follows a very extensive technique of

publicity in order to dominate other colleges. The main aim for such publicity is that the

college wants to get maximum admissions for the academic year in order to earn higher

returns. Some of the famous AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY‗s publicity weapons are television media, cinema halls, hoardings,

counseling, telecom media. Through these tools, AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY focus to gain the advantage over all the other

colleges. AMBALIKA INSTITUTE OF MANAGEMENT & TECHONOLOGY ‗s main

point of publicity is the achievements earned by the college like THE BEST COLLEGE FOR

PLACEMENTS & THE BEST ENGINEERING COLLEGE IN UTTAR PRADESH

This dominant strategy of AMBALIKA INSTITUTE OF MANAGEMENT &

TECHONOLOGY has really helped the college to gain an edge over other colleges. The

result of the investment on publicity is that now the name AMBALIKA INSTITUTE OF

MANAGEMENT & TECHONOLOGY, Lucknow is now not a stranger to many parts of the

country.
 CONTENT
INTRODUCTION TO THE COMPANY

COMPANY PROFILE

HISTORICAL VIEW OF THE COMPANY

COMPANY‘S STRUCTURE

COMPANY‘S PERFORMANCE

COMPANY‘S PRODUCTS/SERVICES

INTRODUCTION OF THE COMPANY

A consumer and specialities chemical company Pidilite Industries Limited (Pidilite) was
incorporated on 28th July 1969. Pidilite is the market leader in adhesives and sealants,
construction chemicals, hobby colours and polymer emulsions in India. Its brand name Fevicol
has become synonymous with adhesives to millions in India and is ranked amongst the most
trusted brands in India. The Company's product range includes Adhesives and Sealants,
Construction and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial Adhesives,
Industrial and Textile Resins and Organic Pigments and Preparations. Pidilite was the first
company in India, which started production of violet pigment in the year 1973. In 1984, the
company's consumer product division was born and on 1989 entered into fevicryl acrylic colours
transform fabric and multi-surface painting market. The Company made its maiden public
offering of equity shares in the year 1993. During the year 1995, plants of the company in
Mumbai and Vapi acquired an ISO 9001 certification. Also the plant at Mahad received an ISO
9002 certification in the same year. Fevicol, the premier brand of the company ranked among the
Top 15 Indian brands by FE Brandwagon Year Book 1997. After two years, in 1999, Pidilite had
acquired 'Ranipal', leading brand of optical whitener and subsequently acquired 'M-Seal', leading
brand of epoxy compounds in the year of 2000. In the identical year of 2000 itself, Fevicol
campaign won the Silver ABBY for the Campaign of the Century in India. The Company had
launched Dr. Fixit range of Construction Chemicals in the year 2001 and had acquired
'Steelgrip', leading brand of PVC insulation tape in India during the year 2002. Pidilite had again
acquired the Roff' brand of Construction Chemicals in the year of 2004. A wholly-owned
subsidiary in Singapore, under the banner 'Pidilite International Pte Ltd was incorporated by the
company in the year 2005 for its international operations, encompassing the acquisition of
overseas companies and joint ventures. Also in the same year 2005, Pidilite had acquired
Chemson Asia Pte Ltd, an existing Singapore-based in the business of manufacturing waterproof
coating and emulsion paints, thereby adding to its existing, and rapidly-growing construction
chemicals and paints range and the company had took over Jupiter Chemicals in Dubai. During
the identical year of 2005, the company had incorporated a subsidiary, namely 'Pidilite Do Brasil
Desenvolvimento De Negocios Ltd', in Sao Paulo, Brazil and 'Pidilite Middle East Limited', as
an offshore company in the Jebel Ali Free Zone of Dubai. During the year 2006, Pidilite had
acquired Tristar Colman brand and business, Tristar Fine Art, is a market leader in brushes for
drawing and painting and Bamco Thailand, a Construction Chemical company. Also Pidilite had
acquired the business and assets of Sargent Art Inc through a subsidiary Pidilite USA Inc,
Delaware. The Company had established its R&D centre in Singapore under the banner 'Pidilite
Innovation Centre Pte Ltd.' Pidilite had de-merged VAM manufacturing unit at Mahad of Vinyl
Chemicals (India) Ltd into the company with effect from 1st April of the year 2007. During
2007-08, Fevicol 1K PUR and Fevicol Kwikgrab were introduced by the company to take care of
special applications in building construction segment. Pidilite with its wholly-owned subsidiaries
had acquired assets and business of branded sealants and adhesives from Hardcastle & Waud
Manufacturing Co. Ltd and associates. The Company had acquired Bhimad Commercial Co. and
Madhumala Traders by investing Rs 170,000 each in February of the year 2011. Fevicol has
been ranked No. 1 in Household Care Segment in June 2012.
 COMPANY PROFILE
Pidilite Industries (Pidilite) is a chemical company engaged in the development, manufacture and
marketing of chemicals various adhesives and sealing materials. The company's products
include adhesives and sealants, construction and paint chemicals, automotive chemicals, art
materials, industrial adhesives etc. The company operates in India, Middle East, Australia, US,
Brazil, Singapore and Indonesia. It‘s headquarter is in Mumbai and employs about 3,991 people.
The company recorded revenues of Rs.19,863.2 million in the financial year ended March 2009,
an increase of 16.3% over 2007. Its net profit was Rs.1,108.4 million in 09. Pidilite - established
as a partnership firm Parekh Dyechem Industries in 1959 Started by three brothers -Mr. B K
Parekh, SK Parekh and H K Parekh Name changed to PDI Industries after merger with Kondivita
Industries in 1984 Merged with Pidilite Industries in 1989 – Merged name changed to Pidilite
Industries Launched Fevicol Brand in 1959 Pidilite‘s mainstay of earnings is consumer &
industrial adhesives and sealants (Almost 60% of turnover) Over two-third of the company‘s
sale come from products and segments it has pioneered in India. Adhesives and Sealants,
Construction and Paint Chemicals, Automotive Chemicals, Art Materials, Industrial Adhesives,
Industrial and Textile Resins and Organic Pigments Pidilite is also growing its international
presence through acquisitions and setting up manufacturing facilities and sales offices in
important regions around the world. Fevicol is now the largest selling adhesives brand in Asia.
Largest adhesive manufacturer in india .Founded in 1959 by B.K Parekh primarily focused on
the need for a good adhesive for carpenters

1969 – incorporated as Private Limited Company with name Parekh Dychem Industries 1986-
The company name was changed to PDI Chemicals private limited 1989- Got the name Pidilite
Industries Ltd

Diversified in various segments such as -

• Adhesives and sealants

• Construction and paint chemicals

• Automotive chemicals

• Art materials

• Industrial Adhesives

• Industrial and Textile resins

• Annual Sales - $196 Million • 2900 employees • Strong-in-house R & D

• Well-defined, Structured & focused quality product assurance system

HISTORICAL VIEW OF THE COMPANY

The Company was incorported as a private limited company on 28th July under the name of
Parekh Dychem Industries Pvt. Ltd., to acquire and take over on a going concern the business
carried on by a partnership firm M/s. Parekh Dychem Industries established in 1961 and having a
factory in Mumbai. The Company was promoted by Balvantray Kalyanji Parekh along with his
brothers. The brand names, are being Fevicol, Fevibond, Fevigum, Pidifix, Pidivyl, Pidicryl,
Acrolise, etc.

The Company undertook to set up synthetic resin project with a capacity resin project with a
capacity of 3000 TPA at Mahad Industrial area in Raigad district, Maharashtra. Also undertook
to set up a constructions chemicals project at Taloja industrial area, Taloja, Maharashtra.

1984 Three other companies in the same group viz., Kodivita Pvt. Ltd., erstwhile Pidilite
Industries Ltd., and Triveni Chemicals Ltd. were amalgamated with the Company effective 1st
July, 1st April 1989 and 1st April 1992 respectively. Effective 1st July, Kondivita Pvt. Ltd.
amalgamated with the Company after necessary approvals. The shareholders of erstwhile
Kondivita Pvt. Ltd., were allotted 41,000-15% preference share of Rs 10 each and 19,500 shares
of Rs 10 each. 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No. of equity
shares allotted to promoters originally: 26,000 Rights shares issued in prop. 1:1 in 1980, 52,000
bonus shares issued in prop. 1:1 in 1981.

1985 I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to 15%. 19,500 No. of
equity shares and 41,000-15% Pref. shares allottee to Kondivita Pvt. Ltd. on amalgamation.
54,000-15% Pref. shares allotted to promoters & in lieu of 1st and 2nd 4% Pref. shares.

1986 The Name of the Company was changed to PDI chemicals private limited on 1st July, and
then to PDI chemicals limited, on 28th October, 1988. Name was once again changed to Pidilite
Industries Ltd., on 21st February, 1990.

1989 Effective 1st April, Pidilite Industries Ltd. was amalgamated with the Company. As per
the scheme of amalgamation, 1,93,500 No. of equity shares of Rs 10 each and 72,000-15%
preference shares of Rs 10 each were allotted to the shareholders of erstwhile Pidilite Industrial
Ltd.
1992

As per the Scheme of Amalgamation approved by High Court of Mumbai, Triveni Chemicals
Ltd., (TCL) was merged with the Company effected 1st April. Accordingly 90588 No. of equity
shares of Rs 10 each and 40,000-15% preference shares of Rs 10 each were allotted to the
erstwhile shareholders of TCL. 38,49,034 shares allotted in prop. 72:10 to promoters on 29.1.93.

1993

15,36,378 shares issued at a premium of Rs 100 per share in October. Of which 1,50,000 shares
issued on preferential allotment basis to Viny Chemicals India Ltd. (only 1,35,000 shares taken
up). Balance 13,86,378 shares along with 1,50,000 shares not taken up were issued to the public
(all were taken up).

1994

The projects for SBR Latices, AZO Pigments and Carbazole Dioxiene Violet Pigments were
commissioned. Apuraj Chemicals Ltd., was amalgamated with the Company. As per the scheme
of amalgamation, 66,000 No. of equity shares of Rs 10 each were allotted to the shareholders of
erstwhile Apuraj Chemicals Ltd. Vapkon Finance & Industries Ltd., Fevicil Adhesives &
Chemicals Ltd. and Pidifin Finance and Investment Ltd., are subsidiaries of the Company.
60,000 No. of Equity shares of Rs. 10 each to be issued and allotted to equity shareholders of the
erstwhile Apuraj Chemicals Ltd. pursuant to the scheme of amagalamtion.

1995

Expansion project at Taloja was commissioned with an overall plant capacity of 2400 TPA of
construction chemical. The Company's technical collaboration agreement with Schomburg &
Co., KG. Germany for transfer of technical process know-how and specifications of the plant
etc., was extended till 8th September.

1996 The first phase of grass root plant for manufacture of synthetic resins of various types was
commissioned in March at Mahad with a capacity of 7800 TPA. In the second phase, a loop
process plant for continuous emulsion polymerisation was to be commissioned. Introduction of
several new products in technical collaboration with M/s. Crown Berger Ltd., U.K.
 The Company allotted 61,17,200 No. of equity shares of Rs 10 each as bonus shares in the ratio
of 1:1. 3,800 shares were kept in abyeance due to dispute relating to the title of the same.

1997 600 bonus shares allotted from Bonus Share Issue Suspence Account. The company has set
up three wind mills of 230 kv each at Village Pransla near Dhank In Gujarat.

The Pedilite Industries Limited, manufacturer of the popular Fevicol brand of adhesives, is
actively scouting around for buyers for its chemical and specially resins business. The company
has been in talks with several international players in a bid to either sell off the business or enter
into a joint venture.

1998 Triveni Chemicals, another group company was also merged with PIL in 1992. PIL's
consumer products division was set up in 1984. The Board of Directors gave their approvals for
the amalgamation of PGP Engineering works Ltd and Pidilite Finance Ltd. with the company
itself effective 1-4-99. Also, Nebula Chemicals Ltd. manufacturers of certain grades of
adhesives, was to be amalgamated with the company subject to necessary approvals.

2,800 bonus shares kept in abeyance allotted.

1999

Pidilite Industries is re-engineering itself into a pure brand-oriented marketing company and is
hiving of its manufacturing facilities into a joint venture with a strategic partner.

2000

The Company has acquired from Mahindra Engineering & Chemical Products Ltd (MECP),
subsidiary of Mahindra & Mahindra Ltd, their adhesives and sealants business consisting of the
brand M-Seal and Mr. Fixit along with goodwill of MECP's adhesives and sealants business.

2001
Pidilite Industries Ltd has posted 5.76% lower net profit at Rs.12.76cr for the second quarter as
compared to Rs.13.54cr in the same period last year.

2002

Income Tax Department has issued a notice to Pidilite Industries Ltd, for an additional income
tax liability of Rs.16cr.

Pidilite Industries has taken over an insulation tape brand called Steel Grip, for Rs.8cr from Bhor
Industries. Pidilite Industries is expanding its presence in Fabric care, car care and stationery
segments as part of its strategy to broadbase its produt portfolio.

2003 Pidilite Industries has tied up with Chota Jadugar, the 3D movie distributed by Srinagar
films to help its new launch AcronRangeela Colours

Pidilite unveils new liquid pipe sealant Pidilite unveils Fevicol Marine

2005

Pidilite enters into snack market with 'Chikkers'

Pidilite Industries has acquired Dubai-based company UCC, manufacturer of construction

chemical brand "Probuild" for an undisclosed amount.

2006

Pidilite Industries Ltd has informed that the Board of Directors of the Company at its meeting
held on October 17, 2006 has noted the resignation of Shri Amit Roy, Director and Whole time
director with effect from December 31, 2006. Pidilite Industries Ltd has informed that the Board
of Directors of the Company at its meeting held on December 02, 2006, Shri. V S Vasan has
been appointed as an Additional Director and also as Whole Time Director of the Company with
effect from December 02, 2006.
2007

Pidilite Industries Ltd has appointed Mr.Mandar M.Tambe as the Company Secretary,
Compliance Officer under Clause 47(a) of the Listing Agreement and Compliance Officer under
SEBI (Prohibition of Insider Trading) Regulations, 1992 in place of Mr.P.C.Patel, who was
holding the said position till 30/11/2007.

2008 Pidilite Industries Ltd has appointed Shri. Bharat Puri as an Additional Director of the
Company with effect from May 28, 2008.

2009

Pidilite Industries Ltd has informed that Shri. Debu Bhattacharya has been appointed as an
Additional Director of the Company with effect from February 26, 2009.

COMPANY’S STRUCTURE
Pidilite Industries Ltd. is internally divided into four broad product usage based division
Divisions are looked after by their independent National Sales Heads

Below these heads, their entire division is divided into zones headed by the Regional Sales
Managers, next in the sales hierarchy.

In our concerned division, i.e. FE , the entire country is divided into 6 zones headed by
respective RSM‘s. Next in line are the Area Sales Managers who report directly to the RSM‘s
FE division has a ASM per eight territories

Under them are the Territory Sales in charge who act as an interface between the company,
distributors and retailers
Every WSS has one TSI looking after their order and requirements Distributors themselves
recruit sales representatives called Interim Sales Representatives( ISRs) One distributor normally
has 2-3 ISRs depending on the value of his territory.

Pidilite Industries Product usage based divisions.

FEVICOL called FE

CONSUMER PRODUCTS - CP

CONSTRUCTION CHEMICALS called CC

INDUSTRIAL PRODUCTS