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EXECTIVE SUMMARY

TITLE OF THE PROJECT:”STUDY ON DISTRIBUTION STRATEGY OF

DIAMOND PLASTER PVT.AND IMPACT ON DISTRIBUTION CHANNEL AT

NAGPUR DISTRICT”

PROJECT GUIDE:-Mr.GAJENDRA M. DEKATE (RM)

FACULTY GUIDE:-Mrs. PRAGATI LAMBA

For the partial fulfillment MBA (MM) “GHRIET” I undertook this project with Diamond

plaster pvt. Ltd. Jaipur. My project topic is “study on distribution strategy of diamond

plaster pvt. Ltd. and impact on distribution channel at Nagpur district” For the successful

completion of my project I had visited distributors and dealers to collect data and

information related with the distribution strategy and channel.

On the basis of data collected I observed that Diamond wall putty has good market share

i.e30%.My job was to increase the sales through direct marketing.

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INTRODUCTION

DISTRIBUTION STRATEGY

Distribution is a word, which is used in different ways, in different contexts. When it is

used to refer to the whole process of selling and moving goods to customers, it can be taken to

refer to storage (warehousing) and movement of goods from the point of value addition to that of

delivery to the ultimate consumer. Marketing involves a complex series of relationships and

interactions among the different divisions of an organization. Distribution shows us how this

entire process can be managed so as to increase the efficiency of the organization. It is a

manufacturer's relationship with his suppliers that determine the field in which he has a

competitive edge, over his rivals, and the benefits customer can reap from his company.

Distribution covers a range of operations and activities depending on this relationship. It not only

involves the co-ordination of supply to the final consumers, but also movement of a product

within and outside the organization.

DEFINITION

1) The structure of intra company organization units and extra company

agents and dealers, wholesalers and retailers, through which a commodity, product or service is

marketed.

American Marketing Association

2) channel is a set of independent organizations involved in the process of

making a product or service available for use of consumption.

According to Philip kotler

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DISTRIBUTION CHANNEL OF DIAMOND PLASTER :-

DISTRIBUTORS

DEALERS

WHOLESALERS

RETAILERS

CUSTOMERS

MANUFACTURE

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Diamond plaster use simple distribution channel for distribute the products and with the help of

that process possible to achieved good satisfaction level of distribution. Because this distribution

channel provide more profit and helps to do good way of distribution work. there are no of links

are involves in there distribution channel and Avery link are achieved good profit. Comparing to

others company distribution channels and strategy diamond plaster provide better services.

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OBJECTIVE OF MY STUDY

Following are the main objective to study about the distribution strategy and channel.

1) Identifying how many distributors sells the wall putty product in market.

2) How to reduce secondary distribution channel.

3) How many types of brand wall putty available in market and according to that which

Distributor distribute which brand.

4) Which schemes are helpfully to distributors for making better market condition?

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LIMITATION.

1) Time was limited for market research.

2) Also given limited area for market research.

3) Dealers do not have sufficient time for discussing about the wall putty product.

4) Distributors are limited in Nagpur district.

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RESEARCH METHODOLOGY

1. MEANING OF RESEARCH:-

Research in common sense .refer to search for knowledge .research is a scientific and systematic

search for particle or information on his a specific topic in fact . Research is an act of scientific

infestation.

2. DEFINITION OF RESEARCH:-

1) According to Advance Learners Dictionary “Research is a careful investigation or inquiry

especially through search for new facts in any branch of knowledge.”

2) According to Redman “Research is a systematized efforts to gain new knowledge”

MARKETING RESEARCH

Marketing research is the systematic gathering, recording and analysis of data for

different products and services.

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MARKETING RESEARCH PROCESS

1) Define the problem

2) How to collect the data and analysis it.

3) Decide the time frame.

4) Check for errors.

5) Write the final report.

MARKETING RESEARCH TECHNIQUES

Advertising research

Buyer decision research

Feedback from distributors

Test marketing etc.

All these forms of marketing research can be classified as either problem identification

research or as problem solving research.

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MARKET SHARE

Market share of company totally depend upon the sales of wall putty product.

According to total wall putty sales of market possible to calculate market share of

product.

FOR EXAMPLE—

Market share is the portion of a particular product in a given region that are controlled

by a company. For example:--

There are 1000 wall putty products sold in a country and company “A” sales 500 of

them, then Company “A” has a got 50% market share.

In Diamond Plasters Private Limited I found the market share on the basis of units sold

in Nagpur region of “diamond ” Wall putty, with two competitors namely “ JK ” and “

BIRLA ”.

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RESEARCH METHODOLOGY

DATA COLLECTION

Different methods of collecting data

There are two types of collecting data

1. PRIMARY DATA:-

2. SECONDARY DATA:-

1. PRIMARY DATA:-

The primary data are those which are collected as fresh and the first time

and it is original in character. With the help of the questionnaire method and interview method , i

raised questions to dealers and customers I got more information about market.

I also got feedback from dealers, distributors, and customers.

1) Sample size 40

2) Population of interests for my research were all the customer in the district Nagpur

2. SECONDARY DATA:-

The secondary data on the other hand are those which have

already been collected by some one-else and which have already in passed through the

statistical method. And with the help of using magazine, news pepper and internet also

collected the data.

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INTRODUCTION

DIAMOND PLASTER PVT.LTD. is a leading manufacturer & exporters of Building

Products & Processed Minerals. Its Established in the year 1997. Its an ISO9001 Company. The

Company has been well known in Domestic market for its quality products especially Wall

Putty, Plaster of Paris and Construction Chemicals. The Company is also specialized in

Processed Minerals.

DIAMOND PLASTER PVT. LTD. is one of the frontrunners in delivering

processed minerals. We have been known as one of the leading manufacturers and suppliers in

the domestic market for the best quality of mineral powders. We are backed by a team with

exceptional skill sets and in-depth knowledge about the requirements of the industry. Their

expertise in the concerned area has enabled us to customize the products as per the client

requirements. One of our prime concern areas is to derive client satisfaction through all our

endeavors. We ensure our clients to get the best from our products. We also offer them technical

support on how to use our products in their respective industry for best results.

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OUR PRODUCTS

I. Building Products

II. Processed Minerals

III. Plaster of Paris (POP)

IV. Cement Water Proofing Compound Wall Putty

V. “Deco Touch “ Exterior Cement Paint

We offer processed minerals that have wide use in assortment of industries. Their

physical and chemical properties help them to find useful in myriad of products and

services. Our product range includes:

Talcum Powder

Calcite Powder

Red Iron Oxides

Mica Powder

China Clay

Silica Powder

Hydrated powder

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SELLING CATEGORIES ]

- Pigment >> Chemicals

- Other Non-Metallic Minerals & Products >> Minerals & Metallurgy

- Other Construction & Real Estate >> Construction & Real Estate

[ KEYWORD ]

WALL PUTTY , CEMENT PAINTS , MINERALS , PLASTER OF PARIS

Registration Date 2008/08/17 (Year/Month/Date)

Buyer / Seller in EC21 Seller

Business Type Manufacturer

Year established 1997

Employees total 11 – 50

Annual revenue USD 100,000 - 500,000

CONTACT INFORMATION

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Company Diamond Waterproof Compound Pvt. Ltd.

Address3399, Mahendra Park Chowk, Rani Bagh, Pitampura, New

Delhi New Delhi 110034 India

Phone 91 - 11 – 64592934

Homepage www.diamondwaterproof.org

Contact Rajesh Mishra / General Manager

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PLANT LOCATION

We are located on G1-557, MIA Industrial Area,

Alwar (Rajasthan). We have a state-of-the-art

infrastructure that spreads across an area of 4000

square yards. All the required equipment and

machinery essential in the processing of stones to

grind to different particle size are working in the

premise. Some of the machinery those we have

installed in our works are :

Diamond plaster Ltd. is one of the frontrunners in delivering processed minerals. We have been

known as one of the leading manufacturers and suppliers in the domestic market for the best

quality of mineral powders. We are backed by a team with exceptional skill sets and in-depth

knowledge about the requirements of the industry. Their expertise in the concerned area has

enabled us to customize the products as per the client requirements. One of our prime concern

areas is to derive client satisfaction through all our endeavors. We ensure our clients to get the

best from our products. We also offer them technical support on how to use our products in their

respective industry for best results.

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Diamond Plaster is offers you our wide range of material of Plaster of Paris

(P.O.P) and Wall Putty. They are purified scientifically by an advanced process. All is done so

as to achieve consistent quality. Our company is considered as a well reckoned manufacturer,

exporter, distributor who offer highly reliable material of Plaster of Paris (P.O.P) and Wall

Putty, Paint. Hence, we wholesale our exclusive range as per the stated requirements of the

customers.

We have a state of the art infrastructure, which is well backed up by

technologically advanced tools and machinery. Our manufacturing unit is ideal for producing

qualitative products that to on bulk and without compromising on the quality of our products.

Hi tech machinery employed by us ensures the superior quality of our products.

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QUALITY ASSURANCE

Industries We Cater To :

Our multitude of products finds their

application in myriad of industries some of

which include :

Paper industry

Ceramic industry

Paint industry

PVC/Plastic industry

Rubber industry

Leather industry

Pharmaceutical industry

Master batches industry

Cosmetic/soap & detergent industry

We have fully equipped lab with trained, highly professional staff for testing raw material before

its use as well as finish products before dispatch. As a client centric organization we build

rapport with our clients through our unwavering commitment towards quality. It is imperative to

incorporate quality in the final products by different means. To provide quality products to

clients we keep stringent checks right from the procurement of raw materials to finish products.

Our customized services ensure clients to get products as per their specifications. Some of the

parameters used during the manufacture process are:

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• Brightness

• Particle Size

• Chemical Composition

Furthermore, we offer grading of our multitude of products. It is essential to classify products

according to their specific applications in various industries. This also describes the purity levels,

physical and chemical value of products.

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TECHNICAL SUPPORT

We provide technical support also to achieve the best of our product and how can improve the

final product with use of our product.

We have team of trained and experienced people who take care of testing of raw materials along

with Finished products & keep proper records of each lots.

WAREHOUSING & PACKAGING:

We have a capacious warehouse for the effective storage of all our products. The spacious

warehouse is essential in storing products to fulfill the growing and urgent needs of clients. It is

instrumental in storing all the processed products and raw materials for incidental demand of the

market.

Packaging:

Loose Paper /Plastic Bags (5kgs/20kgs/25kgs/50kgs)

Jumbo Plastic bags (600kgs to 1300kgs. Packaging

varies from product to product

Palletized Plastic or Paper Bags (20kgs/25gs/50kgs)

Quantity per 20’ FCL : 15 MT to 26MT depending on the density of products

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PRODUCT PROFILE

DIAMOND GOLD WALL PUTTY

PRODUCT INFORMATION:

Diamond Gold White Wall Putty is white cement based. It provides a protective base for

paints. Its superior water resisting properties prevent the paint from flaking even if the wall

surface is damp or wet. It’s used to fill fine pores of wall and ceiling in order to get smooth

finish.

Diamond Gold White Cement Putty has better water resistance, adhesive strength &

Durability. Being Cement based it has better compatibility with the base plaster it forms a

durable base for paints. It can be used for exterior as well as interior walls. It enhances the

life of Paints.

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DIAMOND GOLD WATER PROOF POWDER

It’s used for waterproofing of concrete & sand cement mortar

As an effective pore filler, it helps to fill capillaries & pores to prevent water seepage

Makes the concrete mix cohesive & denser

Reduces shrinkage cracks in mortars & concrete

Economical in use

Does not affect the setting time & strength

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OTHER PRODUCTS

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DATA INTERPRITATION

1) DO YOU SALE WALL PUTTY?

Category 1 Category 2012345678

7

3yesno

OPTION NO. OF RESPONDENTS PERCENTAGES

YES 7 70%

NO 3 30%

TOTAL 10 100%

Interpretation

70 % of distributor’s sales the wall putty product and 30% distributors not

distribute the wall putty product in market.

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2) WHICH BRAND YOU PREFER MORE?

4

3

21

PREFER

BIRLA WALL PUTTYJK WALL PUTTYDIAMOND GOLDOTHERS

OPTION NO. OF RESPONDENTS PERCENTAGESBIRLA 4 40%

JK 3 30%

DIAMONDGOLD 2 20%

OTHERS 1 10%

TOTAL 10 100%

InterpretationAccording to distributors feedback distributor parches maximum Birla wall putty

40%. JK wall putty also choice of distributors 30%.diamond plaster demand in

market 20%. Other company product parches distributor 10%.

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3) WHERE IS YOUR WAREHOSE?


1

2

3

4

5

6

4

6 OUTSIDE OF CITYINSIDE OF CITY

OPTION NO. OF RESPONDENTS PERCENTAGESINSIDEOF CITY 4 40%

OUT SIDE OF CITY 6 60%

TOTAL 10 100%

Inside of city and outside of city this two places of storing goods and according to

distributors feedback 60% distributors store product outside of city and 40%

4) WHICH BRAND GIVE MORE PROFIT MARGIN?

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Category 1 Category 2 Category 3 category40

0.5

1

1.5

2

2.5

3

3.5

4

4.5

1.5 1.5

4

3

BIRLA WALL PUTTYJK WALL PUTTYDIAMOND GOLDOTHERS

OPTION NO. OF RESPONDENTS PERCENTAGESBIRLA 1.5 15%

JK 1.5 15%

DIAMOND GOLD 4 40%

OTHERS 3 30%

TOTAL 10 100%

5) ARE YOU SATISFIED WITH DISTRIBUTIONS STRATEGY OFFERED BY

DIAMOND WALL PUTTY?

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Category 1Category 2

Category 3

00.5

11.5

22.5

33.5

4

YES

NO

OTHERS

4 4

2

YESNOOTHERS

OPTION NO. OF RESPONDENTS PERCENTAGESYES 4 40%

NO 4 40%

OTHERS 2 20%

TOTAL 10 100%

6) DO YOU SATISFIED DIRECT DEPO SEAVICES?

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4

6

SATISFACTION

YESNO


NO 6 60%

TOTAL 10 100%

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7) WHICH SCHEME IS PROFITABLE FOR DEALERS?

Category 1 Category 2 Category 30

1

2

3

4

5

6

3

6

1

TOKENDISCOUNTOTHERS

OPTION NO. OF RESPONDENTS PERCENTAGESTOKEN 3 30%

DISCOUNT 6 60%

OTHERS 1 10%

TOTAL 10 100%

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8) ARE YOU SATISFIED WITH DISTRIBUTION SECONDARY CHANNEL

OFFERED BY DIAMOND WALL PUTTY?


1

2

3

4

5

6

7

6

4

YESNO


NO 4 40%

TOTAL 10 100%

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9 )WHICH COMPANY DISTRIBUTION CHANNEL YOU LIKE MORE?

Category 1 Category 2 Category 3 Category 40

0.5

1

1.5

2

2.5

3

3.5

4

4.5

3

2

4

1

BIRLAJKDIAMONDOTHERS

OPTION NO. OF RESPONDENTS PERCENTAGESBIRLA 3 30%

JK 3 20%

DIAMONDGOLD 4 40%

OTHERS 1 10%

TOTAL 10 100%

10) ARE YOU SATISFIED WITH DIAMOND WALL PUTTY SERVICES?

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1

2

3

4

5

6

7

7

3 YESNO


NO 3 30%

TOTAL 10 100%

FINDINGS

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1. I find out in market there are ten types of wall putty product available and

maximum distributor distribute the wall putty in market.

2. Comparing others competitor distribution strategy was different.

3. Diamond gold Transportation cost was more than other wall putty product.

4. I also find out Primary distribution cost is less than secondary distribution cost.

5. There are No. Of links involving in distribution channel and that is important

reasoned to diamond gold wall putty price is more.

6. Company take more time to primary delivery for product and according to that

distributors are not satisfied with primary distribution channel.

SUGGESTIONS

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1. Diamond plasters have to provide good distribution strategy and channel

comparing to others.

2. Companies have to reduce link between distribution channel process.

3. And other wall putty company already have a depot in one district according to

that company also do for storing the product and with the help of that process also

possible to reduce wall putty product price.

4. Company have to change their distribution strategy because this distribution

strategy required more cost.

5. If company give fast services to customer possible to make better relationship

with them.

CONCLUSION

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Follwing are the conclusion that the researcher found after the survey.

Company has good distribution channel and strategy also.

Diamond plaster provide totally different distribution strategy for distribute product in

market.

In Nagpur diamond got good position because distribution services are very good in

Nagpur.

BIBLIOGRAPHYBooks:

Marketing Management – Philip Kotler, Kevin Lane Keller.

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Websites:

www.diamondplaster.com

[email protected]

www.diamondwaterproof.org

WWW.google.com

ANNEXURE

1) Do you sell wall putty?

Yes No

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http://[email protected]

http://www.diamondplaster.com/

2) Which brand you prefer more?

Birla JK Diamond Gold Other

3) Where is your warehouse?

Inside of city Outside of city

4) Which brand give more profit margin?


5) Are you satisfied with distributions strategy offered by diamond wall

putty?

Yes No

6) Do you like direct depot services?

Yes No

7) Which scheme is profitable for dealers?

Token Discount Other

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8) Are you satisfied with secondary distribution channel offered by

diamond wall putty?

Yes No

9) Which company distribution channel you like more?


10) Do you like diamond wall putty services?

Yes N No

______________________________________________________________________________

_____________________________________________

Name: ________________

Age: ___ years

Sex: male/female

Contact no.: ___________

Signature: __________

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