CHAPTER I

INTRODUCTION TO THE PROJECT

 Scope of the study  Objectives of the study  Collection of Data  Limitations of the study

Page | 1

Marketing encompasses exchange activities conducted by individuals and organizations for the purpose of satisfying human wants. It is the art of creating customers and satisfying then resulting in the beneficiary of the marketer and customer. Marketing department is one of the most and dynamic fields with in a management arena. The main duties of the marketing department in an organization is to analyze the marketing, find opportunities design and formulate marketing strategies develop specific methods and actions, purpose a budget and establish a set of control. Marketing is the process of planning, promotion and distribution of ideas, goods and services to create exchange that satisfy individuals and organizational goals. Usually marketing process includes four major steps namely planning, implementation, directing and control. The process must begin with analysis of markets and environments in which marketing operates. It proceeds the plan marketing effort to reach organizational goals and on to the implementation of those plans. The process ends with a mechanism of control or an evaluation of how will plans have been implemented.

SCOPE OF THE STUDY

The scope of the study of given project is to study the Marketing strategies of The Rubco Huat Woods Pvt. Ltd. Scope refers to the area with in which the subject operates. It includes all the actions and functions covered by the subject. So it covers chief responsibilities functions expected achievements etc.

Page | 2

OBJECTIVES OF STUDIES
The objectives of study i.e quality control are: 1. To study the organizational functions of Rubco. 2. To learn about the origin and development of the company. 3. To evaluate the role of Rubco among the co-operative societies in Kerala. 4. To identify the products and policies of Rubco. 5. To achieve better method of marketing and improvements in the marketing operations. 6. Find out the level of marketing efficiency achieved by the firm. 7. To examine the opportunities for better utilization of resources.

COLLECTION OF DATA
In the study and making this report, both primary and secondary data are used. Primary data are collected personally through survey method, personal interview etc. Secondary data are collected from several reports, booklets, statements etc given by the firm and collected from other sources. In addition, in the study, questionnaires, interview schedules, indirect oral investigation etc are also used.

LIMITATIONS OF THE STUDY

1. Finding out the study are based on the assumption that the management have given their true data. 2. The secondary data s reliability has not been confirmed while making all projects. 3. The study was centralized only with a few very important points directly connected with Marketing. 4. The time was too short to go for the deeper study of given topics.
Page | 3

CHAPTER II

COMPANY PROFILE
     Rubco Huat Woods Pvt. Ltd Plant Location Infrastructure Plant Layout Major Departments of Rubco Huat Woods Pvt. Ltd.

Page | 4

COMPANY PROFILE
RUBCO HUAT WOODS PRIVATE LIMITED
RUBCO HUAT WOODS PVT LTD, registered under Indian companies act 1956, is the rubber wood processing and furniture of RUBCO set up with financial and technical collaboration with m/s long haut group berthed of Malaysia, a well known name in the field of rubber wood industry for the last 30 yrs. It was set up in the year 2000 with a plant capacity of 40.000 metric tones per year and started commercial production only on January 2001. RUBCO HUAT WOODS PVT.LTD is an ultra modern rubber processing plant, situated at KINFRA small industries park, chonadam near Thalassery, Kannur District, with state of the art machineries imported from various parts of the world. RUBCO HUAT WOODS (P) LTD., is a world leader in rubber wood furniture. The factory is the largest rubber wood processing unit in the country and the plant employs around 800 employs. This division manufactures a range of elegant furniture and quality edge glued panel using the eco-friendly rubber wood. Rubber wood furniture range comprises of dining tables and chairs, designers wardrobe, futon, kitchen cabinets, computer and office furniture and is available in a choice of design and finish. The edge glued panel, manufactured by the finger joining technology, is easy to saw, drill, bore or stain and have excellent nail holding capacity. Rubber wood properly treated and processed is emerging as the ideal substitute to rain forest wood, as it offers the same strength durability and finish as the latter and helps preserve the environment. The RUBWOOD furniture combines excellent aesthetics with long term durability, and comes in a variety of shades and designs, adding elegance to the interiors of homes and workplace. The products are being exported to UK, USA, JAPAN and many other countries across the globe.

Page | 5

PLANT LOCATION
RUBCO HUAT Pvt. is situated at KINFRA small industries park, chonadam near thalassery, Kannur District of Kerala, and India. The plant is located about 4 km from thalassery town, spread over 18 acres of land and is also on the path of further expansion. The main reason for the selection of location was the fact that it that it had favorable infrastructural facilities likes power, water and transport. The location is also beneficial in getting adequate supply of raw materials. There are two kinds of raw materials that are required in the production process. Direct material and indirect material. The direct material of rubber wood furniture production is the round log rubber woods. These are mainly purchased from Kerala and Karnataka. The indirect materials include the hardware item used for production. The direct and indirect raw materials are easily available from near by market. Continuous and adequate supply of power is one of the important reasons for plant location. The power is provided at cheaper rate compared to other areas, because of the special subsidy package by Kerala KINFRA structural Development co. operation to the industries located in specified areas.

INFRASTRUCTURE
The company is located 18 acres of land. It has sophisticated machineries imported from Germany, Italy, Malaysia, Japan, united kingdom, Taiwan and Netherlands. It has a combined layout capable of producing standard furniture continuously as well as customized production on the request of consumers. The upgraded production capacity of the plant is 40,000 cubic metric tons per year.

Page | 6

The operation of machines is pollution free and the plant was accredited with pollution free award. The company has an electrical substation of 1250 kv and has a stand by generator capable of producing 750 kv electrical power, to serve during power failure. The 220,000 sq feet factory building is a single storied building with natural ventilation, natural lighting. And enough working space for workers. The single storied building helps the easy movement of materials with in the factory. The tool room and store are located in the centre of the factory, so that easy access from different production sections is possible. New multistoried office building will be completed in a short span of time. The company uses computerized punching system for keeping attendance. It has good canteen for the employees. Company provides drinking water in the factory at the easiest access to the workers.

PLANT LAYOUT
Plant layout refers to the arrangement of machinery, equipment and other industrial facilities for achieving quickest and smooth production . A plant layout is a floor plan for determining and arranging the desired machinery and equipment of plant , in one best place to permit the quickest flow of material at the lowest cost and with the least amount of handling in processing the product from the receipt of raw materials to the shipment of the finished goods. Improving the productivity is the over all objective of a good layout . The functional lay out is used by the company for production process . In process layout or functional layout, the machines performing same type of operations are installed at one place. For example, all furniture manufacturing machines are grouped in one department . Each machines can perform wide range of similar operations. The worker in each section is specialized in their work and maintenance, thus there is saving of time in inspection and quality control operations.
Page | 7

Each production unit is a system working independently and is not affected by the operations of other sections. The supervision and maintained cost can be reduced by using the functional lay out. There is no stoppage of production and thus the products produced in each section are of good quality .

MAJOR DEPARTMENTS OF RUBCO HUAT WOOD PVT. LTD These are the nine major departments of Rubco Huat Woods Pvt. Ltd; Company which is situated at Kinfra Small Industries Park at, Chonadam near Thalassery, Kannur Dist, Kerala State, India. 1. Purchase and Storage Department. 2. Maintenance Department. 3. Production Department. a) Furniture Section. b) Assembling & Packaging Section. 4. Inspection and Quality Control Department. 5. Marketing Department. 6. Sales and Shipping Department. 7. Exim Department. 8. Human Resource Department. 9. Personnel, Administration & Finance Department.

Page | 8

CHAPTER III

PRODUCT PROFILE
 Introduction  Rubco Timber Panel  Rubco Huat Furniture

Page | 9

INTRODUCTION
Production is the process of converting raw materials or purchased components into finished goods for sales The factory manager is the head of the production department. He was assisted by production maintenance engineers and Deputy Product development manager. All decisions about the production are taken by production department. Rubber wood, properly treated and processed, is an ideal substituted to rain forest wood, as it offers the same strength, durability and finish as the latter. The technical properties of rubber wood, which makes it ideal for making furniture are: Color cream to pale straw color. Structure uniform wood structure. Figure cross section shows vague concentric markings, which resemble growth rings. Weight density comparable to oak and teak. Strength good binding strength. Shrinkage low shrinkage compared to teak. Chemical composition similar to that of hardwood. The RUBWOOD furniture range introduced by RUBCO HUAT WOODS (P) LTD. compares of elegantly designed, modern furniture fashioned out of eco friendly rubber wood. Manufacturing in technical collaboration with/S long haut Brand of Malaysia, it is the countries largest rubber wood processing plant situated at thalassery in kerala. The RUBWOOD range conforms to international standards in finish and durability.
Page | 10

1. RUBCO TIMBER PANEL

RUBCO rubber wood pre-finished panels open unlimited possibilities in design and processing on par with the highest standards and unequal elegance. RUBCO timber panels are produced by the sophisticated process of finger joining and edge gluing, using resins of polymers, which are either white translucent; and excellent finish or durability, is guaranteed. They also confirm to international quality standard. The solid lumber panels of RUBCO are easy to saw, machine, drill, bore or stain. Sanded to 240 Grit they offer smooth finish and excellent nail holding capacity, making it the ideal usual- friendly choice of furniture manufactures and carpenters. This proven concept, which is popular among builders and architects in western countries, offer the perfect solution the problems routinely encountered in handling various cross sections of timber scantlings. The panel boards are made to the standards of British wood preserving Association. RUBCO timber panels are eco friendly: they ensure lower wastage of material and cut down of labor, time and overall cost. RUBCO s timber panel come in varied size from 12mm thickness onwards with a maximum cross section size of 200mm x 1300mm. RUBCO timber panels can be applied for the following uses :  Door & Window Frames.  Office furniture and partitions.  Modular tables and peripherals for computers  Designer wardrobes.  Kitchen cabinets.  Dining tables and chairs etc .

Page | 11

2. RUBCO HUAT FURNITURE

The colonial furniture collection from RUBCO is the ideal way to add splendor and comfort to homes. RUBCO s range of the finished furniture range comes in varied shades coated with several layers of lacquers.  Dining table with chairs  Computer table  TV stand  Sofa sets  Rocker chairs  Cot  Table  Designer wardrobe  Futons  Kitchen cabinets  Teapot  Kids table  Display rack

Dining Table with chairs

In the case of dining that table production and finishing line, sawn timber is fed through band rows, under cut rows, auto copying shapers to obtain board specifications for the table according to the design. Later using a series of sander namely edge profile sanders, turning sanders, In the case of dining chair production and finishing line sawn timbers is fed through undercut sass band saws and radial arm sawn, single spindles and double spindles, auto copying shapers and high speed overhead router, to obtain basic design parameters fees the chair.
Page | 12

Computer Table
Computer table offered by RUBCO HUAT is thoughtfully designed to provide room for all peripherals and accessories and offer unmatched convenience. It is also available in different colors like honey, northern rose wood, natural, west antique pine and pigment red.

TV Stand
The TV stand is simply designed but it does not merely serve the purpose, rather it stands out as elegant pieces of home dcor.

Rocker Chairs
The sofa sets, Divan cot and rocker chairs in exquisite design and in a range of finish helps to create beautiful living space. It is also available in a range of colors such as honey, northern rose wood, natural, west antique pine and pigment red.

Cot and Wardrobes

RUBCO HUAT is manufacturing both single and double cots ( with or with out side box) and elegant wardrobes that makes bedrooms more beautiful and comfortable. It is also available in color such as honey, northern rose wood natural, west antique pine and pigment red.

Door / Window frame Production

Door and window frame are also manufactured using operations similar to the back cap and chair seat components using the back up or chair seat production line.
Page | 13

DEPARTMENTAL STRUCTURE OF FURNITURE SECTION

Chief Production Officer

Assistant Production Officer

Shift Engineer

Supervisors

Skilled Workers

Learners

Page | 14

CHAPTER IV

MARKETING DEPARTMENT
     Market Research Study Marketing Segmentation Marketing Activities of Kerala Promotional Activities Organizational Chart

Page | 15

MARKETING DEPARTMENT
Marketing is the human activity directed at satisfying needs and wants through an exchange process. Marketing department is one of the most dynamic fields within a management area. The main duties of the marketing department in an organization is to analyzed the market find opportunities, formulate marketing strategies, formulate specific methods and actions in marketing the products, and set targets and try to achieve the target. The marketing function of RUBCO HUAT WOOD PVT.LTD is undertaken by RUBCO S sole marketing company. RUBCO SALES

INTERNATIONAL LIMITED (RSIL). RSIL is having wide marketing network throughout the state and all over India. The RUBCO HUAT s marketing department coming under RSIL is headed by a marketing manager and he was assisted by one junior sales officer in Kerala and three area sales manager in outside Kerala.

MARKET RESEARCH STUDY

Marketing research is a methodical and purposeful study conducted to obtain solution for specific marketing problems. Marketing research encompasses all the spheres of marketing, right from the idea for a new product to after sales service. Marketing research provides information about consumers and markets, and their reaction to various products, price, distribution and promotion strategies.

Page | 16

MARKETING SEGMETATION
At the primary level the division is geographically segmented into two home segment and outside Kerala segment. Home segment consisting the state Kerala and outside Kerala segment consisting of all states of India other than Kerala.

Marketing Activities of Kerala

Marketing Manager Sales Manager

Executive of south Kerala

Executive of central Kerala

Executive of north Kerala

Page | 17

PROMOTIONAL ACTICTIVITIES
BRANDING THE PRODUCTS The products produced in the company are sold under the brand names Rub wood furniture and Rub wood EGP board and Beams . Rubco have a brand mark also.

TRANSPORTATION The transportation functions of company are undertaken by sales and shipping division. Rubco has their own vehicles for transportation. But no product insurance while transporting.

DISPATCH PROCEDURE Dispatch procedure is done on the basis of order, and the sales department handles it.

PACKING AND LABELLING The company products are wrapped in polythene bags and put into the cardboard boxes. The products are labeled with company name, brand name, and brand mark and model number.

Page | 18

ADVERTISING Advertising of the products are made directly through the hoarding, press media and visual media. Rubco advertise the product through Medias, newspapers, magazines, visual Medias. Rubco is engaged in putting hording on highways and other buy areas. So that they catch the attention of the people. Rubco authorized advertisement agency is NABZELL, Ernakulum. This agents prepared advertisement in Rubco Haut Wood.

DISTRIBUTION CHANNELS Rubco s products are distributed through dealers. They have declared through out the world and the channels.

Inside Kerala

Rubco Factory

Consignment agent RK furniture and interior designer s vadakara

Dealers

Consumers

Outside Kerala
Factory Distributors Dealers Consumers

Page | 19

ORGANISATIONAL CHART

Managing Director

General Manager of Marketing

Marketing Manager

Junior Sales officer Kerala

Area Sales Manager Mumbai

Area Sales Manager Delhi

Area Sales Manager Chennai

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Sales Executive

Page | 20

CHAPTER V

SALES DEPARTMENT
 Sales Policy & Sales Budget  Sales Turnover  Sales Promotion Programs  Export  Advertisement Agency  Sales and Shipping Procedure

Page | 21

SALES POLICY AND SALES BUDGET:

The sales can be planned in monthly or yearly target base. The company s current year (2008 2009) sales budget is Rs.36 crore/annum and

previous year (2007 -2008) sales budget was Rs.12 crore/annum.

SALES TURNOVER:
The sales turnover of the company in the year 200-2001, 2001 and 2002-2003 are as follows. 2002

YEAR
2003 - 2004 2004 2005 2005 - 2006

SALES
21,23,157 4.47.23.770 15,49,99,414

SALES PROMOTION PROGRAMMES

1. Architect and Interior designers meet. 2. Carpenters meet. 3. Exhibitions. 4. Salesman Gift scheme. 5. Dealers meet

Page | 22

Architects and interior designers meeting

Rubco s marketing divisions is conducting periodical meeting of architects and interiors designers to promote Rubco function and EGP boards and beams.

Carpenter meets
Rubco is conducting carpenter meet in order to give the knowledge about the various stage of rubber wood and there by motivating them to recommend Rubco rub wood to customers.

Exhibition
Rubco engaged to conduct various exhibition and furniture shows to give a better customer interactive relation and good product marketing movement. This kind of promotion techniques helps to customers in good knowledge about the product.

Sales man gift scheme

To encourage the salesman price are offered to those who achieve maximum sale.

Dealers meet
Rubco have 70 authorized dealers in Kerala and 30 in outside Kerala. Rubco is used to conduct dealers meet as part of sales promotion.

Page | 23

EXPORT
Rubco Haut products are being exported to UK, USA, JAPAN, IRELAND, SAUDI ARABIA, and many other countries across the globe. For exporting companies are promoted with the help of Chemical and Allived Products Export Promotion Council (CAPEPC).

ADVERTISEMENT AGENCY
The company has an authorized advertisement agency MABOZELL, Ernakulum. This group or agent prepares advertisements of RUBCO HUAT WOOD

SALES AND SHIPPING PROCEDURE

Selling is an important activity of marketing sales and shipping policies and procedure are planned and executed by sales andShipping officer. Sales policies are prepared monthly and yearly the main activities performed by this division are; 1. Receiving orders from dealers /Customers. 2. Deciding about the price and terms of sales and pricing policies. 3. Analysis of marketing thoroughly including product and market research. 4. Deciding the channels of distribution. 5. Control of salesman. 6. Allocation of sales territory and selling quota. 7. Maintenance of salesman s record.

Page | 24

CHAPTER VI

SUGGESTIONS

Page | 25

SUGGESTIONS
 In furniture world Kerala is very poor with branded products. So it has
the opportunity to capture them at tract by providing variety of products at reasonable price.

 Rub wood is having only standardized models. So different models and

variety of furniture should be made available.

 The transportation from and to dealer should be provided by the

company to reduce damages.

 Currently Rub wood products are available only through authorized

dealer in major towns. It restricts the entry to the interior places. So consideration should be given to other dealers in interior place also.

 Since most of the customer is suspicious about the durability of Rubber

wood, it is necessary to take up steps to awareness regarding, Line demonstration, exhibition advertisement etc, may fulfill this.

 The distribution channel is very narrow. It should be widened.  A good and efficient customer s service all should be maintained to
handle the customer complaints.

Page | 26

CHAPTER VII

FINDINGS

Page | 27

FINDINGS
 RUBCO s furniture is durable and stylish and is used through out the country and abroad.

 Rubco gives high priority to quality products.  The company s products are crafted under the brand name RUBWOOD.

 Company s products have a strong brand name and are known for its quality.  The firm s production level is not sufficient to meet the market demand.

 The company uses Malaysia technology and high standardized machines.  Nowadays, sales have declined due to high price of rubber and rubber wood.  Rubber wood furniture has minimum 20 years of life.  The company was setup with financial and technical collaboration with M/S long Huat group Berhad of Malaysia and initially in the employees received training from them.  RUBCO has for word and backward integration; as it has its on rubber estate, and its own marketing and sales division called RUBCO SALES INTERNATIONAL LTD .
Page | 28

scarcity of

CHAPTER VIII

CONCLUSION

Page | 29

CONCLUSION
By doing this Project we are able to study What is Marketing. And also the import ants of Marketing in business in this present world. Marketing as an important role in business because Customers are attracted through Promotional activities done by the marketing department. The main duties of the marketing department in an organization is to analyze the marketing, find opportunities design and formulate marketing strategies develop specific methods and actions, purpose a budget and establish a set of control. Rubco products have a strong brand name and are known for its quality. They advertise the products through hording, press media and visual media. Its marketing and sales division is called Rubco Sales International Ltd. All the advertising of the Rubco Group are done by Rubco Sales International Ltd. Rubco play a vital role in the operating management of Kerala. is a leading co-operative institution in india. Rubco Huat Woods Pvt. Ltd. Has 250 crore multi divisional group, still now Rubco has company evocated companies. Rubco earn a reputation for quality and significal market store led by professional management term and supported by new point to enter a high growth phase. Rubco at the primary level division is Graphically Segmented into Home segment and Outside Kerala segment. They have marketing network throughout state and all over India.

Page | 30

BIBLIOGRAPHY
Books Refered :  1.C.R Kothari, Research Methodology, New Age International Publishers,2004.Second revised edition  2. David J.Luck& Ronald S Rubin, Marketing Research, Prentice_ Hall India 2001, seventh edition  3. Dr.D.D.Sharma, Marketing Research Principles, Applications and cases, Sultan Chand & Sons, 2005-second edition  4.Marketing Management  (A.Vinod)  Advanced Marketing  (P.K.Agrwal)  Marketing Management  (Johony Johnson)

Web Site :     www.google.com www.wikipedia.org www.rubcohuatwoods.com www.rubcogroup.com

Page | 31