Comparative study on brand

Presented by :Nitish Gupta

Research Objectives
To define brand value of Nilkamal Plastics ltd? To define that why Nilkamal furniture is different from its competitors? Why local retailers and customer want Nilkamal?

Taking sample area as U.P(North , East )zones.

Industry overview
The Indian furniture industry is estimated at around Rs 35,000 crore (Rs 350 billion) with the rapid growth of 20% in past 3 years. Out of this plastics furniture industry consist of 27 %. Today in India there are about 22000 plastic processing units 150 plastic processing machinery manufactures. The machinery units supply over 2500 machineries per annum.

Material used to make Furniture

Wood Bamboo Plastics Metals Glass

Types of furniture
HOME

Types of furniture

OFFICES

Hotels

Hospitals

Schools

Style of furniture
Storage
Wardrobe Dresser Cabinet Closet Chest Bookcase Pantry Nightstand

Seating
Bean bag Bench Chair Chaise longue Couch Footstool Recliner Settee Sofa Stool Tuffet

Surfaces
Accent Tables Benches and Seating Blanket Racks Coffee table Curio Cabinets Desk Davenport desk Drawing board End table Folding table Game Tables

Companies overview
Nilkamal Year of origin Main business 1963 Plastics furniture Supreme 1942 Petrochemicals Plastics furniture Material handling product Himalaya 1978 Form and coir mattress Plastics furniture National 1952 Furniture House wares Kisan 1982 Water Management, Irrigation, Water Distribution and Sewage Disposal Systems 8

No. plants Parent company

7 Nilkamal plastics Ltd.

19 Supreme

6 Ashoka P.U. Foam

National Kisan Group of plastics Companies industry Ltd.

Comparisons
On the basis of Production capacity Market share Product line Quality offered Schemes offer to customer and retailers Promotions People awareness Dealer network Revenue generation

Findings
Nilkamal is able to cover almost 100% of its area in U.P in comparison to other brands Although they are having 7 plants but there production capacity is much higher than others The schemes provided by Nilkamal are better than others even they have better credit limit facility also. They have better product line , it help retailers to satisfy the demands of customer by exactly what they want. In comparison to Supreme and Kisan ,Nilkamal is quite low in advertising . Nilkamal is maintaining its quality from past 20 years. Nilkamal has its own retail chain name as @ home, which help the company to reach customers directly.

Recommendations
Nilkamal need to improve its promotional activities. Due to increase in competition , Nilkamal need to form pricing strategy accordingly Nilkamal need to maintain its quality, to be the market leader.