EXECUTIVE SUMMARY

Company Profile:
Sujala pipes (p) ltd., is commissioned with the objective of catering
the agricultural needs of the region. A dynamic entrepreneur Sri
S.P.Y.Reddy who is basically a mechanical engineer started a unit at
Nandyal those manufacturers black pipes. This resulted information of
private ltd., company called Sujala Pipes Pvt Ltd.,
In the year 1995 it diversified into other products like milk products
mineral water, super market etc., its greatest achievements are taking over
sagar pipes in 1997 and monarch pipes in 1999 who are major competitors
at that time. At present the major competitors are sudhakar & finolex
pipes. It has its market presence in four states in south India (A.P, T.N,
Karnataka, and Kerala).
Need for the Study:
In PVC Pipes industry Nandi is the market leader in A.P. As a market
leader it has its efforts to maintain its position by knowing the preferences
of Dealers and customers. The study explains the companys continuous
desire for improving dealer satisfaction. The study also defines about
services offered to the dealers so as to improve the facilities and services
provided to them.
Objectives of the Study:
To Study and analyze satisfaction of dealers towards Nandi Pipes.
To assess the opinion of dealers on the quality and sales of Nandi
pipes in comparison with competitors.
To study the perception of dealers about the services provided by the
company.
Research Methodology:
Research Design:
Sources of Data:

It is descriptive.
Both Primary & Secondary sources of data.

Primary data:

It is collected from the respondents through a

structured questionnaire.
Secondary data: It is collected from the company records & profiles.
Research Instrument: Well structured questionnaire.
Research approach: Survey method.
Sample Plan:
Sample unit:
All the dealers of sujala pipes in both Guntur &
Prakasham districts.
Population size:
40
Census study is adopted.
Findings:
1. 80% of the respondents opine that their major customers as farmers,
70% of the respondents opine that their customers as households,
75% of the respondents opine that their major customers are
contractors.
2. Percentages exceeded more than 100% as respondents responded for
more than one choice.
3. 35% of the respondents opined quality of Nandi as excellent, 57.5%
as good, remaining 7.5% expressed satisfaction on quality in
comparison with other brands.
4. 85% of the respondents opine that Nandi is having more demand in
their market, followed by finolex, 12.5% and sudhakar at 2.5%.
5. 22.5% of the respondents opined delivery system of the Nandi as
excellent, 62.5% as good, remaining 15% expressed satisfaction on
delivery system.
6. 92.5% of the respondents opined prices of Nandi as reasonable as
other brands and 5% opined prices of sudhakar pipes as reasonable
and 2.5% of the respondents opined prices of finolex & other local
brands as reasonable.
7. 80% of the respondents opined profit margin of Nandi as high
followed by 10% of local brands, 7.5% of finolex and sudhakar at
2.5%.

8. 83% of the respondents opined that customers mainly prefer brand &
remaining 17% dealers said that customers prefer quality first.
9. 57% of the dealers are satisfied with the replacement policy and the
remaining 45% are not satisfied.
10.
90% of the dealers are exclusive dealers and remaining 10% of
the dealers are offering other brands to customers during out of
stock.
11.
100% of the dealers opined that Nandi pipes are used for
agricultural purpose, 53%of the dealers opined that finolex are used
next to Nandi.
12.
Percentages exceeded more than 100% as respondents
responded for more than one choice.
13.
83% of the dealers opined that Nandi captures domestic water
pipes market & followed by sudhakar 70%, finolex 17.5% and others
at 5%.
14.
Percentages exceeded more than 100% as respondents
responded for more than one choice.
15.
85% of the respondents expressed that they are having good
relation with Nandi, 12.5% are satisfied with relationship where as
2.5% are dissatisfied.
16.
The company is supplying Sujala Pipes to Monark & ITL Pipes
dealers, so by this the actual Sujala dealers are not getting the profits.
17.
The company is raising their prices unexpectedly, so by this the
dealers are facing the problem to explain the reasons.
Suggestions:
Company need to design a comprehensive advertisement package to
enhance customer awareness and attract customers towards the
product.
Company may take steps to organize dealer meetings bi-annually to
identify problems of dealers and to motivate them.
Company may adopt exclusive dealership to enhance dealer
commitment. It helps in promoting the product effectively and in
turn increases the sales.
Company need to take steps to reduce prices fluctuations, so as to
avoid conflicts between the dealer and customer company may go
for disseminating information of price changes well in advance

INDUSTRY PROFILE
Plastics have becomes synonymous with modern living. It is
undoubtedly a product, which has penetrated extensively into the common
mans life. No wonder the industry has achieved in terms of supply of raw
materials, expansion and diversification of processing capacities and
manufacturing of processing machinery and ancillary equipment.
The versatile material with its superior qualities such as light weight,
easy process ability, corrosion resistance, energy conservation, non
toxicity etc., may substitute to a large extent, many conventional and
costly industrial materials like wood, metal, glass, jute, leather etc., on the
automobiles, electronics, packaging and agriculture give enough evidence
of the immense utility of plastics.
At present 80% of total requirement of raw material and almost all
types of plastic machines required for the industry and indigenously
available. The present investment in all three segment of the industry,
namely production of raw materials, expansion and diversification of
processing equipment in Rs.1,250 crores and it provides employment to
more than eight lakh people.
Plastics have been subject to level not only at the central, but at state,
and local government levels. These levels have affected the price of plastic
of production adversely, because of their inherent advantage in properties
and versatile in adaptation and use, plastics have come to play a vital role
in a variety of applications over the world. In our country, plastics are used
in essential consumer goods of daily use for common man such as baskets,
shopping bags tiffany boxes, hair combs, tooth brushes, spectacle frames
and fountain pens etc., they also find applications in field like packaging
and automobiles and transportation, engineering, electronics,
telecommunications, defense, medicine, building and other construction
plastics and its importance is also growing infield like agriculture and
water management.
The govt of India recognizing the importance of plastics in
Agriculture, appointed on March 7th, 1981. National committee on the use
4

of plastics in agriculture under the chairmanship of Dr.G.V.K.Rao. The

committee has forecast a tremendous growth of drip irrigation through a
network of plastic pipes and tubes. In its opinion, large scale adoption of
irrigation would lend to support in demand for PVC pipes LDPE tubes and
polypropylene emitters. The committee has highlighted the importance of
the use of PVC resin in the manufacture of rigid pies, flexible pipes and
sheeting, which are being used for agricultural operations to carry water
for one place to another and also linen of ponds and reservoirs to reduce
see page and most important, in drip irrigation system.
Engineering plastics are being increasingly used for various
applications in automatic, electronics, telecommunications and other
industries, The plastics are classified into two major classes thermoplastics
and thermoses. The thermoplastics become sufficiently soft on the
applications of heat. The thermoses on the initial application of heat and
pressure in the mould to flow, but upon further application of heat and
pressure they are cured to hard, insert molded piece which cannot be
resoftened by reheating.
HIGH DENSITY POLYETHYLENE
Production of HDPE in INDIA started commences in 1968. At
present is on unit (polyolefins industry ltd.,) in INDIA, production HDPE
by the end of 2002 to 2003 is placed at 1.25 lakhs tonnes.
LOW DENSITY PLYETHYLENE(LPDE)
Production of LDPE in INDIA started in 1959. At present there are
three units manufacturing LDPE with a total of 1.15 lakh tonnes.
POLYSTERENE
Polystyrene was first manufactured in India in May 1957. The first
production commenced in 1978. A production target of 29000
tonnes tube is achieved by the end of 1999-2000.

ACRYLONITRIL BUTANDIENE SYTRENE (ABS)

The production of acrylonitrile Butadiene styrene (ABS) in India

started in 1978. The present total annual installment capacity of (ABC) is
5,000 tonnes.
POLY VINYL CHLORIDE (PVC)
Production of PVC started in INDIA in 1961 against first production
of PVC in the world in 1927. At present there are six units manufacturing
PVC resins. The present total installed capacity comes to 1.70 lakh tones.
The production target of PVC by the end of 2001-2002 is placed at 2.33
lakh tonnes.
EXPORT OF PLASTICS GOODS
Today India exports plastic products to as many as 80 countries all
over the world. The exports, which aware stagnant at around aRs.60-70
crores per annum double to Rs.129 crores. The plastic industry has taken
up the challenge of achieving an export target of Rs.17 crores.
Major export markets for plastic products and linoleum are Australia,
Bangladesh, Canada, Egypt, Hong Kong, Hungary, Italy, Kuwait, Federal,
Republic of Germany, Sri Lanka, Sweden, Taiwan, U.K, U.S.A, and
Russia.
ROLE OF PLASTICS IN THE NATIONAL ECONOMY
Plastics are been perceived as just simple colorful household
products in the minds of common man. A dominant part of the plastics of
the present and future find their utilization in the following areas.
1. Agriculture, forestry and water-management
2. Automobiles and transportation.
3. Electronics and telecommunications buildings, construction
and furniture especially wood substitutes.
4. Food processing and packaging
5. Power and gas distribution.
IMPORTANCE OF PIPES INDUSTRY
We shall look at the basic data about plastics and particularly those
properties, which are of use in practical working with plastics. Plastics are
the man-made materials. The oldest raw materials for producing plastics
are carbonaceous materials obtained from petrol chemical sources and
they can be economically produced in large quantities.
6

Plastics have changed our world and day by day they are becoming
important. They own their success to whole series of advantages, which
they have over conventional materials such as
1. Light weight
2. Excellent mould ability
3. Attractive colors
4. Low energy requirement for convention
5. Low labor and cost of manufacture
6. Low maintenance
7. High strength weight ratio
8. Aesthetic

COMPANY PROFILE

NANDI is brand name of popular PVC pipes made by two

companies Sujala Pipes and Rani plastic Pipes Industries. The companies
was started in 1975 by a young mechanical engineer who had just left a
plum job in Baba Atomic Research Center(Barc) and wanted to do
something on his own.
Today the companies are worth few (or lot depends on who you are
millions (both Indian & amp; American). They made possible few other
small ventures Pipes are sold under brand names of Nandi, Rani, and Jala.
Together they are highest selling PVC pipe brands in South India and will
be among top three.
We believe that companies are about people more than anything else
is. The group companies employ about 1500 people. Free accommodation
is provided to most of the employees. Health services are also provided at
free of cost. Other business interests of Nandi group include dairy product,
information technology and education Sujala Pipes (p) Ltd, manufacturers
the largest and most comprehensive range of U-P.V.C pipes in India. They
offer pipes of up to 400 mm diameter Nandi pipes that are suitable for a
wide range of applications.
Portable water transportation, irrigation, plumbing, drainage, cable
ducting bore-wells, transfer of industrial effluents. Our gamuts of products
cover all applications, which are covered by PVC pipes.
Nandi UPVC systems are more cost effective than conventional GI,
CI or AC systems. They are lightweight, durable and non-corrosive. They
offer excellent flow characteristics and they are easy to transport handle
and install as well. Excellent quality with customized product
development support.
The Unit also has excellent quality assurance systems in place we
ensure products of uncompromising excellence, meeting all relevant ISI,
BS, DIN, and ASTM standards. In addition, extensive R&B facilities
provide reliable and committed support for new product development.

This means that, even if a Nandi customer is unable to find his

precise requirements from our elaborate range of products, we can also
develop customized products to his own exclusive specifications
It is this relentless pursuit of quality and a willingness to adapt and
innovate, that has propelled Nandi to the forefront of this product category
in India.
Water is indispensable for agriculture. However, only 15% of
agricultural land, the world over, gets dependable water supply. In India
too, only a fraction of the 164 hectares of cultivated land gets a
dependable supply of water. Various irrigation methods are employed by
farmers to ensure proper water supply.
Canal irrigation is one such method. However, canals occupy
cultivate space and thus hamper production. Moreover, nearly 40% of
canal water is wasted due to evaporation and percolation. Besides, in
certain areas, canal irrigation, over a period, has led to salivations. Pipes
are an effective way of overcoming the problem caused by canal irrigation
as they can be laid underground and water loss because of percolation and
evaporation is eliminated. Lift irrigation is employed to carry water from a
lower to a higher level. Here, various kinds of pipes are used.
Product Portfolios
UPVC Pressures Pipes & Fittings (MM Series)
UPVC Pressure Pipes.
UPVC Pressure Fittings.
UPVC High Pressures Solvent Cement jointing System.
UPVC Solvent cement jointing pipes.
UPVC Solvent cements fittings.
UPVC Soil waste & Rainwater (S. W. R) Drainage System.
UPVC S.W.R. Pipes.
UPVC S.W.R. Fittings.
UPVC High Pressure Threaded System for Plumbing.
UPVC Plumbing Pipes.
UPVC Plumbing fittings.

UPVC Casting Pipes.

UPVC casting Pipes.
Product attributes
All pipes and fittings fully conforming to relevant ISI/BS/DIN and
ASTM standards. More cost effective than GI, GI and AC pipe systems
due to
Light weight and
Ease of handling transportation and installation.
Excellent flow characteristics.
Virtually Maintenance free.
Environment friendly.
Seamless, durable and resilient.
Non-corrosive even resistant to chemical & electrolytic
corrosion.
Application Areas
Portable water distribution.
Lift irrigation
Sprinkler & drip irrigation systems.
Bore-wells & Domestic plumbing.
Soil, waste and ventilation system.
Rain water & subsoil drainage.
Industrial effluents & waste chemicals transportation
Cable ducting.
Features of UPVC Casing Pipes: PVC Casing Pipes do not corrode.
PVC Casing Pipes have smooth bore, do not support bacterial
growth or encrustation.
PVC Casing Pipes are less expensive than any other noncorrodible pipes.
Easy to handle easy to install, no skilled labor required.
PVC Casing Pipes are ideally suitable for domestic wells,
irrigation wells, industrial wells, public wells, watering wells,
mining wells, observation wells, infiltration galleries and
naturally packed wells.
10

 PVC screens with continuous shaped ribs increase the

permeability rating more than times.
Studies proved that permeability of well screen with horizontal
slots is twice that of the screens with longitudinal slots.
UPVC casing has trapezoidal acme threads, which make easy
joint.
UPVC Screens can be chemically developed where as steel
screen will react to strong chemicals.
THE PRIDE OF UPVC INDUSTRY
Sujala Pipes (p) Ltd., the jewel of Nandi Group of companies under
the dynamic, energetic leadership of S.P.Y. Reddy, has been making rapid
strides as the pioneering manufacturers of quality PVC pipes for potable
and irrigation water supplies.
The Company has been consistently recording and excellent growth
rate every year with the current production capacity of 22,000 Metric
tones per annum. The plant is equipped with Battened Twin Screw
extruders capable of producing pipes from 20mm to 315mm in 0.25 M
pHs to 1.0 M pa pressure classes.
Stringent quality control tests are regularly conducted to ensure top
quality products for multifarious applications like tube well casing
telephone-ducting aquaculture besides supplying to various government
aided schemes and medium irrigation projects.
With a view to effectively cater to the needs of the international
market, the company is gearing up for ISO 9002 certification to become a
member of select brand of elite group of companies. The company is also
manufacturing UPVC Pipes and fittings conforming to British standards
and DIN specifications especially to meet the requirements of the Middle
East market for soil, wastewater and drainage systems and micro irrigation
systems for Dry land.

NANDI PIPES
Formed in: 1988

11

 Manufactures as per Indian standards is 4985-2000

Has wide range of 20.315 mm
Types
o AGRICULTURE
o BLUECASING(Special)
o WELL CASING
o PLUMBING
o SWR
o ELECTRICAL
o RING FIT
o SUB MERSIBLE
QUALITY LAB
Stringent quality control tests are regularly conducted to ensure
top quality products for multifarious applications like:
o Tube well Casing
o Telephone ducting
o Aquaculture
o Government aided schemes
o Medium irrigations projects
Manufacturers as per IS 4985-2000
Passes all the tests as per IS 12125-1980
Proprietary compound development
Maximum specific gravity of 1.46
Maximum ash content of 8% when tested as per ISE 3451 part
III
No deterioration of Physical and chemical properties
Fully automatic Manufacturing layout with world class batten
field extrusion plant
Production capacity of 22000 metric tones per annum.
Benefits with Nandi Pipes
If the Customer purchases 75mm and above dia pipes at least 200,
Poclain for trenching will be provided at a cost of Rs.30 for each pipe
length. For laying Bore wells Rigs and Compressors are available with us.
With large fleet of Trucks, free door delivery will provided for dealers and
customers buying above 100 Nods of Pipes.
12

ADVANTAGES OF NANDI UPVC PIPES

Corrosion Resistance
No Chemical contamination
No need of protective Liners, Coating, Encasements or Cathodes
Protection of Thermal Conductivity
Flexibility
Variety of Jointing Methods.
Nontoxic & Biological Resistance
High Hazen William `x Coefficient (150)
OUR ESTIMATED CUSTOMERS
Nandi Pipes is proud to announce that we have supplied Pipes to lay
big water pipe line projects.
Panchayat Raj,
Industrial Development Corporation etc.,
Satya Sai Water Schemes.
Lorven Projects
Kolleru Project
NABARD water schemes
Karnataka L and Army Department
TWAD Board Authority Tamilnadu
Out customers have the benefit to buy our pipes at any place in South
India Because of wide network of 493 Dealers spread in the states.
State
Andhra Pradesh
Karnataka
Tamilanadu
Maharastra
Pondichery
Chatishghar

No of Dealers
301
17
23
9
2
1

Dealer Ship at Sujala Pipes Pvt Ltd.

13

 The company notifies in a local newspaper.

Based on the given advertisement it receives for dealership.
After receiving the application, the company will scrutinize the
application and calls for an informal interview.
In the interview, they will see their credit worthiness and their
profile.
Once they have selected, and are not allowed to take another
companys dealership.
ORGANIZATIONAL CHART
MANAGING DIRECTOR

MANUFACTURING PROCESS

14

PVC raw material + other chemicals

(Compound)
Fed into mixture hopper
Fed into extruder hopper
Heating Chamber
(Compound is melt into paste)
Dye(10-35mm)
Cooling chamber
(The paste is hardened)
Haul off
Cutter of pipes
Stocking of Pipes

THE FOLLOWING DATA SHOWS THE MARKET DEVELOPMENT

FOR PVC PIPES OF SUJALA PIPES PVT. LTD.

15

1977 84

Nandyal Region (Polythene Pipes)

1984 85

Rayalaseema Region (PVC Pipes)

1985 86

Rayalaseema and Telangana.

1986 88

Karnataka and Andhra Pradesh.

1988 91

Karnataka and Andhra Pradesh and TamilNadu.

1991 98

Karnataka, AndhraPradesh, TamilNadu & Kerala.

1998 - 2000

Karnataka,
AndhraPradesh,
TamilNadu,Goa
&
Maharastra.
Karnataka, AndhraPradesh, TamilNadu, Goa, Maharastra,
Orissa, Uttar Pradesh, Pondicherry,& Yanam.

2000 2002

CHART FOR FINANCE DEPARTMENT

CHART FOR PURCHASE DEPARTMENT

16

CHART OF COMPUTERS DEPARTMENT

CHART FOR MARKETING DEPARTMENT

CHART OF MAINTEINANCE DEPARTMENT

17

18

DEALERS BEHAVIOUR TOWARDS NANDI BRAND OF

SUJALA PIPES (P) LTD. (PVC PIPES)
In the era of todays competition and global context nature,
Marketing is made mandatory to use the latest and sophisticated
techniques to capture the market. The products in the field of Fast Moving
Consumer goods and other products, which need to reach the customers,
must first reach Dealers. Dealership is the oldest form of channel, which is
used widely in the marketing of the company products.
Dealers are The agent for any company who sells the products to
the customer and maintains a good and congenial relationship on behalf of
the company and receives the margin for the activity conducted. The
manufactures knowing that their products have initial costs and will need
careful maintenance and repair throughout its life, they also have an
obligation to the customer to ensure that their chosen agent will provide
good service. A manufacturer adopts the following various systems in
choosing their agents.
(A) Dealers Holding Exclusive Franchise
Exclusive franchise means that the dealer is committed to a
single manufacturer.
This has several advantages such as:
(i)
If the dealer is committed exclusively to a single
manufacturer, he gets oriented to a companys policies
and responds properly to the increasingly sophisticated
management services programmes introduced by the
manufacturer from time to time.
(ii)
The manufacturer is in a better position to provide
proper product and services support, train the dealers
and control spare parts turnover.
Product feedback is more exhaustive, timely and aggressive. This is
essential because the dealers future is associated with the product success.
Disadvantage:
With the reduced purchasing power and decline in market demand,
the dealers find it an economically loosing proposition to be wedded to a
19

single manufacturer. The viability of project becomes thin, essentially

because all overheads are to be borne by a single product line. There are
instances where very novel schemes have failed essentially due to this
reason.
(B) Dealer Holding Multiple Franchises.
In this arrangement, the dealer deals in several products
simultaneously. However, generally the manufacturer stipulates the
condition that the products should not be in direct competition to each
other. The major advantage of this system is that overheads are shared
by several products and thus the dealer is financially stable. The dealer
can support any particular product even in lean periods or in the periods
or in the period of poor product image. The major disadvantages to the
manufacturer are less attention by the dealer, poor response to
aggressive sales efforts, and non-standardized reporting system. More
often than not, such dealers ignore customer service.
(C) Dealer Ship with Exclusive Territory.
In this arrangement, the dealer is given a territory with an
assurance that no other dealer will be appointed in that area. This builds
confidence in the dealer and he is more willing to commit investment
for promoting the product in any particular territory. However, in
practice most of the dealers ask for additional territory merely to
increase their area of operation and do not cater to the services expected
of them. This arrangement should be followed only if the dealer has
already established sales and servicing facilities in the areas being
given to him.
(D) Dealership with Non-Exclusive Territory
In this arrangement the manufacturer keeps the right of appointing
as many dealers as he wishes in the same territory. This arrangement
makes the dealer uncertain about his total hold on the business for
business promotion. However, in practice the manufacturer rarely
exercise his right of appointing another and resorts to it only when the
existing dealer is not performing up to the mark. Thus there is an
implicit understanding between the manufacturer and the dealer about
the allocation of the territory.

20

(E)Company managed show rooms:

These are the show rooms, which are managed and run by the
company with conformity of the objectives.
An organization should consider following factors before choosing a
distribution.
a. Market image of the product:
If the product image is good, the dealer will have little
problems in selling and he can easily win the market by providing
good customer satisfaction. Such a product can well be marketed
through dealers with exclusive franchise.
b. Product introduction:
If a manufacturer is entering into the market for the first time,
new product injection, the company managed outlets on a limited
scale would be an ideal choice for test marketing. With the new
product, it would be safer to move with a little less confidence than
to move with over confidence. Most of the engineering products do
give teaching troubles. The company managed outlets will be the
right channel, at least to begin with.
c. Market Potential:
One should do economic studies of the market. The market
potential in terms of population, past performance, business cycle is
the only rational approach to determine viable locations. In the
absence of reliable data, the manufacturer could decide based upon
the performance in contiguous areas. Alternatively, the performance
of his competitors might serve as an indicator of the market
potential.
d. Dealers Economics:
A manufacturer should work out the economics for its dealers.
If it is not economical for the dealer to run the business, it is not
economical for the company, too to continue the business.
No body is interested in business that is not of benefit to him. The
strength of the dealer is the strength of the company.
e. Business Requirements:
21

The manufacturer should work out the financial requirements

of the dealer, showroom, and after-sales service requirements and
then decide upon the size of the dealer in a particular territory.
f. Economics of the manufacturer:
Though the manufacturer would like to sell through its own
showroom, it may not always be possible to do so due to lack of
funds and other resources. Moreover, it is very expensive to run your
own show room everywhere. The manufacturer should not be
obsessive of exclusive dealership only.
g. Number of Dealers:
The normal tendency among the manufacturers is to increase
the number of dealers as sales increases, in the short run, higher sales
will be achieved through acquiring additional dealers; but without
the necessary service backup and financial viability over the years, it
is likely that sales will subsequently deteriorate. Therefore, it is more
desirable to have marginally smaller network of more successful
dealers rather than a large network of below average dealers. The
company should keep this factor in mind while establishing
additional distribution centers.
The manufacturer should consider all the above factors and workout
a distribution system that is financially viable to both the parties. Think of
a situation wherein your product has not proved your expectations and the
dealer finds himself is a tight corner. However, the dealer who was dealing
in your product alone has been killed by you. One can not say as a rule of
thumb that any particular system is superior to others.
Probably a manufacturer might find that the most desirable distribution
system for his products will be:
Company-managed outlets for strategic areas, Exclusive franchise
dealership in areas having good product image, Dealership with multiple
franchise in areas of poor market image, only servicing points in areas of
very poor market potential to develop markets of future.
22

Both the dealers and manufacturers have special rights and undertake
special Obligations as a part of their business relationship. It may not be
out of place to list out the obligations of each party.
Manufacturers Obligation
The role of the manufacturer is not limited to the dispatch of goods
to the dealers show room. In buyers market, particularly the manufacturer
has to perform many more functions in order to promote his product. It
may include:
Publicity and advertising-contribute full, a portion of the cost
of publicity and advertising expenses incurred by dealers and
provides dealers with free printing blocks and other common
material for publicity etc.
Help the dealer in clearing old stock, particularly while
introducing a new model or while reducing the price.
Incentive to the dealers for higher sales and more efficient
services.
Quick settlement of warranty and service claims.
Reasonable margin on spare parts.
Easy availability of spare parts.
Keep the dealer informed about product improvement,
technical changes etc.
Financial assistance to the dealer, if needed, temporarily.
Organizing and creating healthy competition among the
dealers.
Arranging national publicity, exhibitions, demonstrations etc.
Providing service manuals, special tools for better service.
Training dealers personnel.
Visit by service engineers to ensure improvement in the quality
of after sales service rendered by the dealer.
Encourage market feedback from dealers.
Help the dealer in improving his sales.
Provide recommended tariff for product, spare parts and labor.

23

Dealers Obligations:
The Obligations of the dealer include:
(a) To provide prompt, dependable and economical service to
every customer both during warranty and outside
warranty period.
(b) Arrange local publicity, demonstration, trials etc., for
promoting the sales.
(c) Maintain operating procedures, documentation and
records as specified by the manufacturer, and send correct
reports in time regularly.
(d) Maintain certain minimal facilities and observe the
guidelines specified by the manufacturer with respect to
workshop, cleanliness, pieces, invoicing, staffing,
training, provision of parts and customer relations.
(e) Specify maximum time to the customers for servicing and
repair jobs.
(f) Keep adequate and genuine spare parts.
(g) Proper and prompt submission of service and warranty
claims.
(h) Keep the company informed about marketing forces such
as competition, demand pattern, pricing, substitute
product etc.
(i) Keep the company informed about its products, its strong
points from marketing point of view, weak points,
problem areas and suggestions etc.
Key functions of dealers:
Gather information about potential and about current
customers competitors and other market forces in the
environment.
Develop and disseminate persuasive communications
to stimulate purchase.
Place orders with manufacturers.
Assume risks connected with carrying out channel
work.
They acquire the funds to finance inventories at
different levels of marketing channels.
24

 Provide for the successive storage and movement of

physical products.

RESEARCH METHODOLOGY

Methodology selected in order to realize the research objective of the

present study of survey by interview
25

RESEARCH DESIGN OF THE STUDY:

The research design selected for this research is descriptive research
design. Descriptive research design is one that simply describes something
such demographic characteristics of consumers/ readers/agents who use/
sell the product / services. The descriptive study is typical and concerned
with determining frequency with which something occurs or how two
variables vary together.
Objectives of the study:
1. To Study and analyze satisfaction of dealers towards Nandi Pipes.
2. To assess the opinion of dealers on the quality and sales of Nandi
pipes in comparison with competitors.
3. To study the perception of dealers about the services provided by the
company.
4. To identify the new needs of the dealers to drive the product
After going through the objectives, it was found that qualitative
study was necessary. The study was conducted in Guntur and
Prakasham districts with population size of 40.
This sample has been selected from Guntur and Prakasham Dts
The interview with each respondent took around 30 minutes. The
questionnaire designed and sample is shown as follows.

Questionnaire Design
As the study was very vital in terms of feedback to SUJALA PIPES
PVT LTD, the standard structured Questionnaire was available which was
made use of as a tool for data collection.

26

Sample Design
Location
: Guntur & Prakasham Dts
Population
: 40
Instrument for data collection
: well structured questionnaire
Census method is adopted
SAMPLING PLAN OF THE STUDY:
The sampling technique selected for this study is convenience
sampling under the non-probability sampling techniques, because it relies
on the judgment of the research. The choice between probability and the
non-probability sampling should be based on the nature of the research,
degree of error tolerance, relative magnitude of sampling and nonsampling errors variability.
In the population and statistical and operational considerations.
SOURCES OF DATA:
Primary Data:
The primary data for the present study has been collected from the
personal interviews methods with the help of a questionnaire.
Secondary Data:
The secondary data for the present study has been collected from too
many sources.
The major sources are mentioned below:
1. Company profile / reports / records.
2. External guide.
Analysis
1. The collected data is first shown in tabular form and is made lucid
with the help of graphs.
27

2. The data collected is interpreted and the conclusions are drawn at

each step.
3. Keeping in view the conclusions, recommendations are given
which is shown in the end of the report.
Limitations of the study:
1. The study was carried out in Guntur and Prakasham districts,
hence, the results cannot be extended to National level.
2. Few respondents were not co-operative enough owing to their
busy schedule.
3. Time constraint had become a hindrance to go for large sampling.

ANALYSIS
1. RESPONDENTS DEALERSHIP PROFILE
Companies
One
Two

No
Respondents
36
2
28

of

%ge
Respondents
95
5

of

Three
More than Three

0
0

0
0

RESPONDENTS OF DEALERSHIP PROFILE

Inference:
95% of the dealers are having maintaining with only one
company dealership and 5% are maintaining with two
companies.

29

2) YEARS OF EXPERIENCE WITH NANDI

Years
2 yrs
3 yrs
4 yrs
More than 4 yrs

No of Respondents
1
10
10
19

%ge of Respondents
2.5
25
25
47.5

YEARS OF EXPERIENCE WITH NANDI

Inference:
47.5% of the dealers are having more than 4 yrs of experience
in dealing dealership from Nandi Pipes, 25% of the
respondents are having 3 yrs and 25% 4 yrs and 2.5% are
having with only 2 years experience.

30

3) MAJOR CUSTOMERS FOR PVC PIPES

Customers
Farmers
Households
Contractors
Others

No of Respondents
32
28
3
1

%ge of Respondents
80
70
7.5
2.5

MAJOR CUSTOMERS FOR PVC PIPES

Inference:
80% of the respondents opine that their major customers as
farmers, 70% of the respondents opine that their customers as
households, 75% of the respondents opine that their major
customers are contractors.

31

4) THE QUALITY OF NANDI PIPES

Quality
Excellent
Good
Satisfactory
Poor

No of Respondents
14
23
3
0

%ge of Respondents
35
57.5
7.5
0

QUALITY OF NANDI PIPES

Inference:
35% of the respondents opined quality of Nandi as excellent,
57.5% as good, remaining 7.5% expressed satisfaction on
quality in comparison with other brands.

32

5) DEMAND FOR PVC PIPES

Brands
Nandi
Finolex
Sudhakar
Others

No of Respondents
34
5
1
0

%ge of Respondents
85
12.5
2.5
0

DEMAND FOR PVC PIPES

Inference:
85% of the respondents opine that Nandi is having more
demand in their market, followed by finolex, 12.5% and
sudhakar at 2.5%.

33

6) THE DELIVERY SYSTEM OF NANDI PIPES

Type
Excellent
Good
Satisfactory
Poor

No of Respondents
9
25
6
0

%ge of Respondents
22.5
62.5
15
0

DELIVERY SYSTEM OF NANDI PIPES

Inference:
22.5% of the respondents opined delivery system of the Nandi
as excellent, 62.5% as good, remaining 15% expressed
satisfaction on delivery system.

34

7) MOST PREFERRED BRAND BY CUSTOMERS

Brands
Nandi
Finolex
Sudhakar
Others

No of Respondents
34
6
1
0

%ge of Respondents
85
15
2.5
0

MOST PREFERRED BRAND BY CUSTOMERS

Inference:
85% of the respondents said that the most preferred brand by
customers are Nandi . 15% of the respondents said that the next
preferred brand is Finolex and, the remaining market was
grabbed by sudhakar.

35

8) COMPANIES PROFIT MARGIN

Brands
Nandi
Finolex
Sudhakar
Others

No of Respondents
32
3
1
4

%ge of respondents
80
7.5
2.5
10

COMPANIES PROFIT MARGINS

Inference:
80% of the respondents opined profit margin of Nandi as high
followed by 10% of local brands, 7.5% of finolex and sudhakar
at 2.5%.

36

9) SALES OF NANDI PIPES

Option
Very high
High
Equal
Low

No of Respondents
7
22
11
0

%ge of respondents
17.5
55
27.5
0

SALES OF NANDI PIPES

Inference:
55% of the Respondents said that the sales of the Nandi are
High , and 27.5% of the Respondents said that the sales of all
the brands are equal and 17.5% of the Respondents said that
the sales are very high.

37

10) SATISFACTION OF DEALERS ON PRICES?

Satisfaction
Exists
Doesnt exists

Number
respondents
35
5

of %ge of respondents
87.5
12.5

SATISFACATION OF DEALERS ON PRICE

Inference:
87.5% of the Respondents are satisfied with the companies
Pricing Policy, and the remaining 12.5% are not satisfied with
the prices.

11) CREDIT FACILITY OF VARIOUS BRANDS

38

Brands
Nandi
Finolex
Sudhakar
Nil

No of Respondents
0
0
3
37

%ge of respondents
0
0
7.5
92.5

CREDIT FACILITY OF VARIOUS BRANDS

Inference:
According to Dealers 92.5% of the companies are not offering
Credit facility except some companies like local brands, And
7.5% of the known Sudhakar dealers are getting credit
facility.

13) ATTRIBUTES CUSTOMER PREFER

39

Attributes
Price
Brand
Quality
Others

No of Respondents
5
33
15
0

%ge of respondents
12.5
82.5
37.5
0

ATTRIBUTES CUSTOMER PREFER

Inference:
83% of the respondents opined that customers mainly prefer
brand & remaining 17% dealers said that customers prefer
quality first.

14) TYPE OF MEDIA RESPONDENTS SUGGEST FOR THE

COMPANY

40

Media
Television
Newspapers
Wall painting
Posters

No of Respondents
4
15
19
2

%ge of respondents
10
37.5
47.5
5

TYPE OF MEDIA RESPONDENTS SUGGEST FOR THE COMPANY

Inference:
According to Dealers 47% of the dealers are suggesting to go
for wall painting for advertisement, and 37.5% of the dealers
suggest for Newspapers and 10% of the dealers suggest for
Television and 5% suggest for posters.

15) RELATIONSHIP WITH THE SALESPERSONS OF NANDI

Option

No of Respondents
41

%ge of respondents

Very good
Good
Satisfactory
Poor

1
34
5
0

2.5
85
12.5
0

RELATIONSHIP WITH THE SALESPERSONS OF NANDI

Inference:
85% of the respondents expressed that they are having good
relation with Nandi, 12.5% are satisfied with relationship
where as 2.5% are dissatisfied.

16) SATISFACTION OF DEALERS ON COMPANYS PROFIT

MARGIN
Option

Number

of %ge of respondents
42

Yes
No

respondents
22
18

55
45

SATISFACTION OF DEALERS ON COMPANYS PROFIT MARGIN

Inference:
55% of the Respondents are satisfied with the profit margin
offered by Nandi and the remaining 45% are not satisfied with
Nandi.

17) COMPANYS HAVING BEST QUALITY MERCHANDISE?

Brands
Nandi
Finolex

No of Respondents
32
10
43

%ge of respondents
80
40

Sudhakar
Others

1
0

2.5
0

COMPANYS HAVING BEST QUALITY MERCHANDISE

Inference:
According to 80% of the Respondents Nandi is offering better
quality at low price than finolex and next, 40% of the
respondents says Finolex is having good quality, and 2.5% of
the respondents says Sudhakar also maintaining good quality..

18) SUBSTITUTION OF OTHER GOODS IN OUT OF STOCK

Option
Yes

Number
respondents
5

of %ge of respondents
12.5

44

No

35

87.5

SUBSTITUTION OF GOODS IN OUT OF STOCK

Inference:
90% of the dealers are exclusive dealers and remaining 10% of
the dealers are offering other brands to customers during out of
stock.

19) PREFERRED BRAND BY DIFFERENT USERS

Agriculture:
Brands
No of Respondents
%ge of respondents
Nandi
40
100
Finolex
10
40
Sudhakar
11
27.5
45

Others

FOR AGRICULTURE

Domestic Water Pipes:

Brands
No of respondents
Nandi
33
Finolex
7
Sudhakar
28
Others
2

%ge
82.5
17.5
70
5

FOR DOMESTIC WATER PIPES

Drainages:
Brands
Nandi
Finolex
Sudhakar
Others

No of Respondents
17
1
27
8
46

%ge of respondents
42.5
2.5
60
20

FOR DRAINAGES

Inference:
100% of the dealers opined that Nandi pipes are used for
agricultural purpose, 53%of the dealers opined that finolex are
used next to Nandi.
Percentages exceeded more than 100% as respondents
responded for more than one choice.
83% of the dealers opined that Nandi captures domestic water
pipes market & followed by sudhakar 70%, finolex 17.5% and
others at 5%.
Percentages exceeded more than 100% as respondents
responded for more than one choice.
60% of the customers are using Sudhakar for drainages and
42.5% are using Nandi and 20% of local brands are followed
by nandi.

20) COMPANIES REPLACEMENT OF DAMAGED PIPES

Option
Yes
No

Number
respondents
40
0

of %ge of respondents
100
0

47

COMPANIES REPLACEMENT OF DAMAGED PIPES

Inference:
Each and every Dealer are getting replacement of the damaged
pipes .

21) SATISFACTION LEVEL ON REPLACEMENT POLICY OF

NANDI PIPES
Option
To greater extent
To some extent
To lesser extent
Not at all

No of Respondents
3
31
3
3
48

%ge of respondents
7.5
77.5
7.5
7.5

SATISFACTION LEVEL ON REPLACEMENT POLICY

OF NANDI PIPES

Inference:
77.5% of the dealers are satisfied with the replacement policy
to some extent, 7.5% are satisfied at greater extent and
remaining 14% are not satisfied.
FINDINGS

From my responded sample, I infer the following conclusions and

findings.
1. 80% of the respondents opine that their major customers as
farmers, 70% of the respondents opine that their customers as

49

households, 75% of the respondents opine that their major

customers are contractors.
Percentages exceeded more than 100% as respondents responded
for more than one choice.
2. 35% of the respondents opined quality of Nandi as excellent,
57.5% as good, remaining 7.5% expressed satisfaction on quality
in comparison with other brands.
3. 85% of the respondents opine that Nandi is having more demand
in their market, followed by finolex, 12.5% and sudhakar at 2.5%.
4. 22.5% of the respondents opined delivery system of the Nandi as
excellent,
62.5% as
good, remaining 15% expressed satisfaction on delivery system.
5. 92.5% of the respondents opined prices of Nandi as reasonable
than other brands and 5% opined prices of sudhakar pipes as
reasonable and 2.5% of the respondents opined prices of finolex
& other local brands as reasonable.
6. 80% of the respondents opined profit margin of Nandi as high
followed by 10% of local brands, 7.5% of finolex and sudhakar at
2.5%.
7. 83% of the respondents opined that customers mainly prefer
brand & remaining 17% dealers said that customers prefer quality
first.
8. 57% of the dealers are satisfied with the replacement policy and
the remaining 45% are not satisfied.
9. 90% of the dealers are exclusive dealers and remaining 10% of
the dealers are offering other brands to customers during out of
stock.
10. 100% of the dealers opined that Nandi pipes are used for
agricultural purpose, 53%of the dealers opined that finolex are
used next to Nandi.
50

Percentages exceeded more than 100% as respondents responded

for more than one choice.
11. 83% of the dealers opined that Nandi captures domestic water
pipes market & followed by sudhakar 70%, finolex 17.5% and
others at 5%.
Percentages exceeded more than 100% as respondents responded
for more than one choice.
12. 85% of the respondents expressed that they are having good
relation with Nandi, 12.5% are satisfied with relationship where
as 2.5% are dissatisfied.
13. The company is supplying Sujala Pipes to Monark & ITL Pipes
dealers, so by this the actual Sujala dealers are not getting the
profits.
14. The company is raising their prices unexpectedly, so by this the
dealers are facing the problem to explain the reasons.

SUGGESTIONS

Company need to design a comprehensive advertisement package to

enhance customer awareness and attract customers towards the
product.

51

 Company may take steps to organize dealer meetings bi-annually to

identify problems of dealers and to motivate them.
Company may adopt exclusive dealership to enhance dealer
commitment. It helps in promoting the product effectively and in
turn increases the sales.
Company need to take steps to reduce prices fluctuations, so as to
avoid conflicts between the dealer and customer company may go
for disseminating information of price changes well in advance

52

QUESTIONNAIRE
Dealers Name:

Date:

Address:
1. How many companies dealership do you have?
a) One year[ ] b) Two years[ ] c) Three years[ ] d) More than three years[ ]
2) From how many years you have dealership with Nandi pipes?
a) Two years [ ] b)Three years [ ] c) Four years [ ] d) More than four years[ ]
3) Who are your major customers?
a) Farmers [ ] b) House holds [ ] c) Contractors [ ] d) others [ ]
4) When compared with other PVC Pipes the quality of NANDI PIPES are
a) Excellent [ ] b) Good [ ] c) Satisfactory [ ] d) poor [ ]
5) Which PVC Pipes brand are having moredemand in your segment?
a) Nandi [ ] b) Finolex [ ] c) Sudhakar [ ] d) others [ ]
6) How is the Delivery system of Nandi Pipes?
a) Excellent [ ] b) Good [ ] c) Satisfactory [ ] d) poor [ ]
7) Most preferred Brand by Customers?
a) Nandi [ ] b) Finolex [ ] c) Sudhakar [ ] d) others [ ]
8) Which companys profit margin is high?
a) Nandi [ ] b) Finolex [ ] c) Sudhakar [ ] d) others [ ]
9) How are the sales of Nandi PIPES compared with other companies?
a) Very high [ ] b) High [ ] c) Equal [ ] d) Low [ ]
10)Are you satisfied with the companys pricing policy?
a) Yes [ ]

b) No [ ]

11) Which companys are offering Credit facility?

a) Nandi [ ] b) Finolex[ ] c) Sudhakar[ ] d) others[ ]

12) What motivate you to sell particular brand to customers?

53

a) Higher Profit Margin [ ]

b) Companys quality profit [ ]

c) Companys Advertising [ ] d) to clear the stock [ ]

13) What type of attributes customers prefer?
a) Price [ ] b) brand [ ] c) Quality [ ] d) others [ ]
14) Which media you suggest the company to advertise?
a) Television [ ] b) Newspapers [ ] c) Wall painting [ ] d) Posters [ ]
15) How is the relationship with the salespersons of NANDI PIPES pvt ltd.?
a)Very Good [ ] b) Good [ ] c) Satisfactory [ ] d) Poor [ ]
16) Are you satisfied with the companys profit margin?
a) Yes[ ]

b)No[ ]

17) Which Company has the best quality merchandise?

a) Nandi [ ] b) Finolex[ ] c) Sudhakar[ ] d) others[ ]
18)If the product is out of stock in the market, I would Substitute rather than go to
the another store to get it.
a) Yes[ ]

b)No[ ]

19)Preferred brand by different users?

USER
NANDI FINOLEX SUDHAKAR OTHERS(name them)
Agriculture
Domestic Water Pipes
Drainages
20) Is company offering replacement of damaged pipes?
a) Yes [ ]

b) no [ ]

21) Are you satisfied with the replacement policy of NANDI

a) to greater extent[ ] b) to some extent[ ] c) to lesser extent[ ] d) not at all[ ]

BIBLIOGRAPHY

54

I HAVE REFERRED THE FOLLOWING BOOKS WHILE DEVELOPING

THIS PROJECT:

Marketing Management - Philip Kotler.

(Prentice Hall of India, 11th Edition)
Research Methodology - C.R.Kothari.
(Wishwa Prakasham Publications, 2nd Edition)
Marketing Research - BERI
Internet
www.surveyconsole.com
www.google.com
www.yahoosearch.com

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