BLOOM DEKOR LIMITED

INTRODUCTION OF PROJECT
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1.1 EXECUTIVE SUMMARY:

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BLOOM DEKOR LIMITED

A laminate is a material that can be constructed by uniting two or more layers of material together. The process of creating a laminate is lamination, which in common parlance refers to the placing of something between layers of plastic and gluing them with heat and/or pressure, usually with an adhesive. However, in electrical engineering, lamination is a construction technique used to reduce unwanted heating effects due to eddy currents in components, such as the magnetic cores of transformers. There are different lamination processes, depending on the type of materials to be laminated. The materials used in laminates can be the same or different, depending on the processes and the object to be laminated. An example of the type of laminate using different materials would be the application of a layer of plastic film the "laminate" on either side of a sheet of glass the laminated subject. Vehicle windshields are commonly made by laminating a tough plastic film between two layers of glass. Plywood is a common example of a laminate using the same material in each layer. Glued and laminated dimensioned timber is used in the construction industry to make wooden beams, Glulam, with sizes larger and stronger than can be obtained from single pieces of wood. Another reason to laminate wooden strips into beams is quality control, as with this method each and every strip can be inspected before it becomes part of a highly stressed component such as an aircraft undercarriage. Examples of laminate materials include Formica and plywood. Formica, which refers to a specific brand name of materials by its manufacturer with the same name, and similar plastic laminates are used in the production of decorative laminates, using either a high or low pressure thermo-processing system. Decorative laminates (such as Mica Laminates, Wilsonart or Laminart) are produced with kraft papers and decorative papers with a layer of overlay on top of the decorative paper, set before pressing them with thermo processing into high-pressure decorative laminates. A new type of HPDL is produced using real wood veneer or multilaminar veneer as top surface. Alpikord produced by Alpi spa and VeneerArt, produced by Lamin-Art are examples of these types of laminate. High-pressure 2

BLOOM DEKOR LIMITED laminates consists of laminates "molded and cured at pressures not lower than 1,000 lb per sq in. (70 kg per sq cm) and more commonly in the range of 1,200 to 2,000 lb per sq in. (84 to 140 kg per sq cm Meanwhile, low Pressure laminate is defined as "a plastic laminate molded and cured at pressures in general of 400 pounds per square inch (approximately 27 atmospheres or 2.8 x 106 pascals) Laminating paper, such as photographs, can prevent it from becoming creased, sun damaged, wrinkled, stained, smudged, abraded and/or marked by grease, fingerprints and environmental concerns. Photo identification cards and credit cards are almost always laminated with plastic film. Boxes and other containers are also laminated using a UV coating. Lamination is also used in sculpture using wood or resin. An example of an artist who used lamination in his work is the American, Floyd Shaman. Further, laminates can be used to add properties to a surface, usually printed paper that would not have them otherwise. Sheets of vinyl impregnated with ferro-magnetic material can allow portable printed images to bond to magnets, such as for a custom bulletin board or a visual presentation. Specially surfaced plastic sheets can be laminated over a printed image to allow them to be safely written upon, such as with dry erase markers or chalk. Multiple translucent printed images may be laminated in layers to achieve certain visual effects or to hold holographic images. Many printing businesses that do commercial lamination keep a variety of laminates on hand, as the process for bonding many types is generally similar when working with arbitrarily thin material Lamination was invented by Dr. Morris M. Blum, DDS, and a dentist in 1938. Although it may sound surprising, it turns out that dental laminate was the inspiration for the first lamination of a photograph. Dr. Blum used clear resin that was normally used for capping and bonding teeth to laminate a photograph of his wife. He is recognized to this date for his contributions with a special scholarship fund at the University of Minnesota.

1.2 INRTODUCTION OF THE TOPIC:

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In India three types of decorative and industrial laminated sheets are being manufactured usually being phenol formaldehyde or melamine formaldehyde or other phenolic resins as binding materials for the core and the surface papers. The decorative paper for lamination is imported. Today, laminated sheets are becoming very popular particularly plastics and paper laminated sheets. Glass laminated sheets are used by and large in aircraft and certain scientific plans. Plastic laminates are highly popular. Laminations are used for industrial purposes as well as decorative purposes. Industrial lamination is used mainly for packaging materials. To looking its uses we can say that there is a good scope for any new entrants. Bloom Dekor Limited manufactures and sells high pressure laminate sheets and wooden doors used in the furniture industry, as well as interiors primarily in India. The company offers standard grade laminates for vertical and horizontal application; post forming laminates for rolled edge applications; compact laminates That are used for toilet cubicles, lockers, shutters for modular kitchens, counter tops, and vanity tops; sandwich laminates; desb grade laminates, used for electrical switch boards; and industrial laminates, which are used as drill backer boards. It also provides cabinet liners for covering the internal surfaces of the furniture; backing laminates; marker grade laminates that are used for making marker boards; chalk grade laminates for making chalk boards for schools; bloom core laminates for solid color edge applications; and translucent laminates, which are used for back it applications in interiors, such as discotheques, nightclubs, and restaurants.

BLOOM DEKOR LIMITED The company sells its laminate products under BLOOM and OLIVE brands. In addition, it offers engineered panel doors and flush doors, as well as fit-out furniture products and modular kitchen units under n-doors brand. The company exports its products to the United States, Germany, Hong Kong, Singapore, Taiwan, Korea, and Australia, as well as other places in Europe and Southeast Asia. Bloom Dekor Limited was founded in 1994 and is headquartered in Ahmadabad, India.

BLOOM DEKOR LIMITED 1.7 INDUSTRY PROFILE: A laminate is a material that can be constructed by uniting two or more layers of material together. The process of creating a laminate is lamination, which in common parlance refers to the placing of something between layers of plastic and gluing them with heat and/or pressure, usually with an adhesive. However, in electrical engineering, lamination is a construction technique used to reduce unwanted heating effects due to eddy currents in components, such as the magnetic cores of transformers. There are different lamination processes, depending on the type of materials to be laminated. The materials used in laminates can be the same or different, depending on the processes and the object to be laminated. An example of the type of laminate using different materials would be the application of a layer of plastic film the "laminate" on either side of a sheet of glass the laminated subject. Vehicle windshields are commonly made by laminating a tough plastic film between two layers of glass. Plywood is a common example of a laminate using the same material in each layer. Glued and laminated dimensioned timber is used in the construction industry to make wooden beams, Glulam, with sizes larger and stronger than can be obtained from single pieces of wood. Another reason to laminate wooden strips into beams is quality control, as with this method each and every strip can be inspected before it becomes part of a highly stressed component such as an aircraft undercarriage. Examples of laminate materials include Formica and plywood. Formica, which refers to a specific brand name of materials by its manufacturer with the same name, and similar plastic laminates are used in the production of decorative laminates, using either a high or low pressure thermo-processing system. Decorative laminates (such as Mica Laminates, Wilsonart or Laminart) are produced with kraft papers and decorative papers with a layer of overlay on top of the decorative paper, set before pressing them with thermo processing into high-pressure decorative laminates A new type of HPDL is produced using real wood veneer or multilaminar veneer as top surface.

BLOOM DEKOR LIMITED Alpikord produced by Alpispa and Veneer-Art, produced by Lamin-Art are examples of these types of laminate. High-pressure laminates consists of laminates "molded and cured at pressures not lower than 1,000 lb per sq in. (70 kg per sq cm) and more commonly in the range of 1,200 to 2,000 lb per sq in. (84 to 140 kg per sq cm). Meanwhile, low Pressure laminate is defined as "a plastic laminate molded and cured at pressures in general of 400 pounds per square inch (approximately 27 atmospheres or 2.8 x 106 pascals.Laminating paper, such as photographs, can prevent it from becoming creased, sun damaged, wrinkled, stained, smudged, abraded and/or marked by grease, fingerprints and environmental concerns. Photo identification cards and credit cards are almost always laminated with plastic film. Boxes and other containers are also laminated using a UV coating. Lamination is also used in sculpture using wood or resin. Further, laminates can be used to add properties to a surface, usually printed paper that would not have them otherwise. Sheets of vinyl impregnated with Ferro-magnetic material can allow portable printed images to bond to magnets, such as for a custom bulletin board or a visual presentation. Specially surfaced plastic sheets can be laminated over a printed image to allow them to be safely written upon, such as with dry erase markers or chalk. Multiple translucent printed images may be laminated in layers to achieve certain visual effects or to hold holographic images. Many printing businesses that do commercial lamination keep a variety of laminates on hand, as the process for bonding many types is generally similar when working with arbitrarily thin material. Lamination was invented by Dr. Morris M. Blum, DDS, a dentist in 1938. Although it may sound surprising, it turns out that dental laminate was the inspiration for the first lamination of a photograph. Dr. Blum used clear resin that was normally used for capping and bonding teeth to laminate a photograph of his wife. He is recognized to this date for his contributions with a special scholarship fund at the University of Minnesota.

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Types of laminators
Three types of laminators are used most often in digital imaging:
Pouch laminators Heated

roll laminators

Cold roll laminators

Film types
Laminate film is generally categorized into these five categories:
Standard thermal laminating films Low-temperature thermal laminating films Heat set (or heat-assisted) Pressure-sensitive films Liquid laminate

laminating films

See also
Lamination paper Laminated bow Composite laminates Carbon-fiber reinforced Composite material Epoxy Glass-reinforced

plastic

plastic composite

Sandwich structured

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1.3 BLOOM DEKOR LIMITED

Bloom Dekor Ltd. has added new product lines to its existing range i.e. Engineered Panel Doors, Designer Flush Doors along with fit-out furniture products and Modular Kitchen Units with the brand name n-doors. The factory with a working area of 4500 sq. meters and equipped with state-of-the-art German and Italian wood working machinery, has the capacity to roll out 200 doors a day. Beautifully styled elegant and sturdy Engineered Doors from Bloom Dekor Ltd. A cost effective way to add style & elegance to a room in veneer versions of Beech, Walnut, Wenge, Sapele, Mahoga & Teak. N-doors are engineered to provide greater stability compared to traditional beautifully styled elegant and sturdy Engineered Doors from Bloom Dekor Ltd. A cost effective way to add style & elegance to a room in veneer versions of Beech, Walnut, Wenge, Sapele , Mahoga & Teak. N-doors are engineered to provide greater stability compared to traditional construction methods. All stiles and mid rails are constructed with high water resistant MDF and wood which are glued together and then veneered over to provide a much stronger stile or rail which will not twist or warp. All parts of the door including the assembly are processed on German and Italian machines. All stiles and mid rails are constructed with high water resistant MDF and wood which are glued together and then veneered over to provide a much stronger stile or rail which will not twist or warp. All parts of the door including the assembly are processed on German and Italian machines. All stiles and mid rails are constructed with high water resistant MDF and wood which are glued together and then veneered over to provide a much stronger stile or rail which will not twist or warp. All parts of the door including the assembly are processed on German and Italian machines

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1.4 Competitors: CENTURY LAMINATES

Century International (A Government Recognized Export House), is a group company of Century Ply boards (I) Ltd. (An ISO 9002 Company). It commenced business as a merchant exporter in 1993-94. Century International has been exporting to U. A. E., Kuwait, Mauritius, Singapore, Taiwan, Indonesia, Korea, Japan, Srilanka, Bahraini, and Turkey. The Century Group is a well-diversified, financially strong and professionally-managed organization. It recruits only the most qualified and capable personnel. Century International is committed to customer satisfaction and the pursuit of quality and excellence in all its operations. It is well poised for dynamic expansion as it approaches the 21st century. Its extraordinary accomplishments are the result of its dedication to customer satisfaction, insight into market opportunities and its Promoters unique vision to introduce modern business strategies to the Asian region. What no one else could ever imagine, what no one else could ever have predicted is precisely what Century has consistently achieved. Join us for a look at where we come from, what we have accomplished, how we have continued to succeed and what we offer to enhance the performance of your business. Activities: Exports : We export Spices, Jute products, and other items like Shellac, shellac products, Toothpaste, Toothbrushes, Knitted T-Shirts, etc.

International Trading :Century International contacts with clients who want to sell their products in India, but are not in a position to commit the man power and resources to developing the markets themselves. The manufacturers products are sold through an established distribution network that is maintained by Century International. Memberships: Federation of Indian Export Organization Spices Board 10

BLOOM DEKOR LIMITED Agriculture & Processed Food Products Export Development Authority Basic Chemicals, Pharmaceuticals & Cosmetics Export Promotional Council Tea Board Apparel Export Promotion Council Chemical & Allied Products Export Promotion Council Indian Oil & Produce Exporters Association Shellac Export Promotion Council Tobacco Board

AIROLAM LAMINATES
Airolam aspires to create a contemporary living environment and unique products. Airolam aims to provide consumers with fashionable and user-friendly innovations that fulfill their growing materialistic and spiritual needs, resulting in the assimilation of both

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BLOOM DEKOR LIMITED the exterior and internal souls of the people. Airolam upholds the "progressing with times and emphasizing on technology" motto and has set its horizon and goals on entering into the international laminate market. A 100 crore turnover group is now into laminate industry with a vision to satisfy increasing demand of decorative laminate in various sectors i.e. Office furniture, Home interiors, Shopping malls, Hotel etc. Airolam limited is located at distance of 70 km. From Ahmadabad. However, with a proper infrastructure and humid less whether condition prevailing in the area, proximity to vendors of major raw material required to manufacture decorative laminate sheet and the waste area of 10 acres of land. Airolam it Airolam has all the features of a great laminate. Use it to your advantage. Airolam it for beauty and protection ISO 9001:2000 certified processes for quality assurance of international standards 100% imported base paper for crystal-clear prints and patterns German Sanding Technology for better sticking laminates Resistance to boiling water allows you to spill scalding hot coffee or tea without worry Resistance to stains reduces anxiety of housewife to ink stains made by children and stains made by coffee mugs, cooking utensils and crockery Termite-proof and therefore, anxiety-proof Feel good that you are conserving trees and the environment when you use our laminate

ASIS LAMINATE
In this new millennium, a revolution is underway. And it's taking place at our technologically unmatched factory in Uttarakhand, where we create a range of life improvement products that will let you renovate not just your home, but to your life as well.

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BLOOM DEKOR LIMITED Bring home the brand that will forever change the way you live. Bring home ASIS. Formed in the early 90's, the ASIS Group comprises of a number of companies in two sectors to provide clients with a range of services and products they can depend on. In the heart of the Uttarakhand forest, the company has implemented a multi-crore project to manufacture MDF Board, Particle Board, Prelaminated Board, Decorative Laminates, Floorings, Panel Door and Furniture Components. Spread over 25 acres of land with more than 6 lacs esq. of production area, this plant has been given mega status by State Government. This is the largest, most modern and completely integrated plant for providing all interior solutions to Furniture Industry in India. Also, integrating all our facilities enables us to offer you the best way to renovate your life with a price advantage as well Technology plays a very important role in giving shape to our story. It is with the help of superior technology and rigorous testing, we are able to deliver goods that comply with international standards and give your interiors that exclusive look

We have complete engineering and latest PLC controls from abroad The plant and machinery from world famous suppliers like
o o

Hombak IFA

VIR LAMINATES

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BLOOM DEKOR LIMITED Vir Laminate was launched in the year 1993 with a sole vision of catering the needs of both domestic and global markets with the best products. Ever since, Vir Laminate is taking Indian Laminate Industry to a new high with its vast and varied collections. A favored choice amongst architects and interior designers, Vir Laminate has an illustrious list of clientele across all the segments. Having immense presence across the world, Vir Laminate is exported in more than 34 countries.

The journey which started with couple of series at the beginning has come a long way and today the portfolio consists more than 25 distinct series, where each series is personification of class, quality, elegance, vibrancy and innovativeness.

GREENLAM LAMINATE

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BLOOM DEKOR LIMITED Greenlam laminate offers a wide range of innovative designs and special textures which have redefined the surfacing industry and are a popular name among the designers of this era. Decorative Laminates are an integral part of interior surfacing solution. Modern interior infrastructure would be no where today without laminates. Laminate is a durable, high performance, stylish surfacing solution for your entire interior needs be it a wardrobe or wall panels or kitchen cabinet or counter top, table top. Laminate has the power to transforms & bring life to one's interior. Greenlam is the No.1 laminate brand in the country. Available in 1mm and 1.5mm thickness, Greenlam offers a wide range of innovative designs, and special textures which has redefined the surfacing industry. Apart from the regular 4'x8', Greenlam offers special sizes like 5' x 12', 4.25' x 10', 3' x 7' that suffice various interior design needs.

Green ply also offers 'NEWPOINTEIGHT' laminate which comes in a thickness of 0.8mm and a collection of vaastu inspired laminate 'NEWMIKA', a popular name among the designers of this era. Available in 1mm and 1.5mm thickness, New Mika boasts of the widest range of innovative designs and exclusive array of textures.

GREENTOUCH LAMINATE

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BLOOM DEKOR LIMITED With an exquisite range of solids, wood grain and finishes to choose from, this is a popular choice for interiors that want to flaunt the most contemporary look in wood. Take your pick from Oregon pine and Cameroon Sapele to Pink Maple and Siam Teak.

GREENLAM GREEN GLOSS LAMINATE

We offer a wide range of green glass laminates that is made from excellent quality wood species .these have high resistance power and do not react at room temperature. Our laminate is also given a special treatment with water soluble fix type preservative chemicals under vacuum pressure which provide prevention against attack by micro organism .These are dimensionally stable even in extreme wet and dry condition throughout its life.

SILICONE LAMINATES
SILICON premium laminates are a range of finest quality laminates produced from the best of the material with strength and endurance to last a life time and varied options in colors, textures, feel and finish would certainly prove to be a delight for the prospective consumer. Silicon premium decorative laminates is fast redefining the way you look at offices and homes, leaving an everlasting impression of the finest quality and superior class on the community of connoisseurs.

Silicon Collection Canvas Collection Embossed Collection Wondrous Wood Grains

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BLOOM DEKOR LIMITED Plantful Plains : The Embossed Collection from Silicon is getting appreciations from the interior designers and consumers. The company feels that the real innovative designs are yet to come and the Laminate lovers can look forward towards it for fresh and unique shades & finishes. The ISI Certified Products what makes SILICON a pride for producers is their 'highly advanced and latest hi-tech machinery. Standard grade laminates General purpose laminates used for vertical and horizontal application, available in two thicknesses 1.50 mm bloom sumo, 1.00 mm bloom signet Postforming laminates Postmel - Post forming laminates are used for applications, where a rolled edge is desirable. The rolled edge eliminates seams and produces a smooth, attractive appearance to the finished assembly. Typical use of Postforming laminates include countertops, cabinet doors, drawer fronts and desktops. Compact laminates Cormel - Thick phenolic core laminates under the brand name Cormel are designed for applications where the decorative surface must contribute to the finished assembly. Various applications include Toilet Cubicles, lockers, Shutters for Modular Kitchens, Counter Tops, and Vanity Tops etc.

Sandwich laminates These are Compact sandwich laminates with white or any other solid color lines in between phenolic cores

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BLOOM DEKOR LIMITED Desb grade laminates Desb laminates are used for electrical switch boards, available in 2.5mm, 2.8mm and 3.00mm thicknesses Industrial laminates Industrial laminates, known as p1 and p2 grade laminates are used as drill backing boards. Cabinet liners Cabinet liners are used for covering the internal surfaces of furniture.

Backing laminates Backing laminates are made with phenolic cores & without the use of design paper. Marker grade laminates Marker grade laminates are used for making marker boards & are available in high gloss white & grey color. Chalkgradelaminates Chalk grade laminates are used for making chalk boards for school, available in green color. Translucent laminates Translucent laminates are used for back lit applications in hi-tech interiors like discotheques, nightclubs, restaurants etc. Bloom core laminates

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BLOOM DEKOR LIMITED Bloom core laminates are thorough, very flexible solid core laminates and are used in applications where a solid color edge is required for the purpose of aesthetics

1.5 Laminate Specifications

PROPERTY

TEST METHOD PART 2

PROPERTY OR ATTRIBUTES

UNITS

TEST REQUIREMENTS

TEST

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BLOOM DEKOR LIMITED Thickness Warping 4 5 Maximum variation Maximum warp Wear resistance 7 mm mm +0.10 120 +0.04 0.15 200 600 5.46 4.11 5 4 0.70 0.30 >20

Resistance to surface 6 wear Resistance to immersion in boiling water Resistance to dry heat8 Dimensional stability 9 at elevated temperatures Resistance to impact 11 by small diameter ball Resistance to cracking Resistance to 13 14

Revs(min) >150 IP FP >350 10 12 4 4 1.05 -0.55 >20

Mass increase %[max] thickness appearance Appearance other finish Dimensional change %M Spring face M(min) %[max] Rating Rating %CM

Susceptibility Rating(not 4 Load Appearance Group 1 & 2 less than) n(min) >2.0

5 7.0 5.5

scratching Resistance to staining 15

Rating(not 5 less than) 3 6

Resistance to color change in xenon arc light

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Group 3 & 4 Wool standard min

5,5.4,5 >6

Resistance to cigarette burns

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Appearance

Rating(not Brand A 3 less than)

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Brand B 3 Brand C 3 Rating((not 3 less than) Grades General and fire retardant [FR] Types Standard, post forming, compact, cabinet liner, backer Sizes 2440 mm * 1220 mm [8*4] 3050mm * 1220mm[10 * 4] Thickness SUMO 1.50mm SIGNET 1.00mm, [Other thickness available on request] Surface finishes HG - High Glass DM Deutch Matt SD Texture SN Stone WD Woody SM - Slik Matt VL - Vertika HL - Horizontal CR - Crystal ST Serra LR Lumera 21

4 4 5

Resistance to steam 24

Appearance

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Product conformity British European standard BS EN 438, American NEMA LD 3, FIRA England, BS EN-476 part 7, Warrington Research UK, IS -2046 BIS (Bureau of Indian Standards)

Care & maintenance Cleaning should be carried out with a soft moist cloth and warm soap solution. Do not use detergents containing abrasive particles or excess soda. Care & maintenance instructions do not apply to the range of metallic patterns (6000 & 7000) series as they are very sensitive. Note: Samples presented are indicative of color, pattern and surface finish but not the actual thickness. All metallic patterns (6000 & 7000) series are recommended for vertical applications only. Information and samples for special cabinet liners, phenolic boards, special purpose compact laminates and post forming laminates are available on request. Phone / fax /email for larger samples of your choice.

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LITRATURE REVIEW

Review of literature
These reviews consist of five sections. The first section explores the marketing concept and its key component. The next section present information on the different types of advertising which can be utilized by car manufacturer to promote their product and

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BLOOM DEKOR LIMITED services. Section three investigates consumer behavior; section four examines the attributes of marketing model and the final section an overview of advertising strategies in the laminate market.

Section 1 1.1 Marketing Marketing was once defined by Alderson (1957) as an exchange process between company and consumer (Cited from Brassington and pettitt, p.5). This definition gives no references to the aspects of marketing that occur before product or services are even produced or the post exchanged behavior of both company and consumer or even an elementary aspect of commercial life :competition, jobber(2000). Successful marketing is far from simple. Brassington and Pettitt (2003,p.3) state marketing does, in fact, cover a very wide range of absolutely essential business activities that bring you the product you do want , when you want them , but at prices you can afford, and with all the information you need to make informed and satisfying consumer choices. In order to analyses the marketing activities of firms within an industry, it is necessary to first define and explain some of the critical marketing concept and its importance to the organization.

These concepts are:

The Marketing Mix or 4 Ps Simple Marketing System

Kotlers Simple Marketing Concepts :

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In Kotlers model there is a clear exchange between company and consumer. The model describes the exchange being goods and services one way and money in return (Kotler, 2000). Exchange of communication and information from buyer to seller is also an integral part of successful marketing. Communication of the product or brand from company to consumer will be the result of a successful advertising campaign whereas information from consumer back to the company will provide the seller with an insight into the success of the product of services. 1.2 The Marketing Mix or 4 Ps

Mc Carthy (1960) introduced the 4Ps into the marketing mix as an easy to remember acronym. Mc Carthy penned the thought that the influences that will determine the demand for the product can be placed within four groups. The marketing mix consists of four elements: Product, Price, Place and Promotion.

Product This area covers everything to do with the creation, development and management of products. This also covers non-physical aspects of the product such as after sale services and guarantees etc.

Price The pricing of a product or service is an important part of the marketing mix. Price represent on a unit base what the company receives for the product or service which is being marketed. The price of a product or services may portrait it being a quality item or a desirable one. It may also be used to give company an edge in a competitive market.

Place Place is concerned with distribution channels and consumer service levels. The objective of companies when dealing with this aspect of the marketing mix is to make sure that products are available in the right quantities, in the right place to the people who want it.

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Promotion Promotion is concerned with how the product of service is made available to its target audience.

Section 2 2.1 Advertising: Advertising is a major part of the promotional side of the marketing mix. Advertising is a powerful tool which aims to influence consumer decision and thus behavior. One definition of advertising by Ann Burgess cited in Hart, 1990, p.101, is the action of calling something to the attention of the public, especially by paid announcements. Advertising enables the consumer to became a active member of the economic cycle rather than a passive agent (Burgess cited in Hart,1990). It is this freedom of choice for the consumer that means companies advertising strategy must portray the correct advertising message and select the correct advertising media (Kotler & Armstrong, 2005, p.47). 2.2 Types of Advertising: The variety of different advertising media enables marketers to reach far and wide with their messages. The most common of these advertising media being: Television Below are the strength and limitation for television as a form of advertising media. Strength Flexible format uses sight, movement and sound. High Prestige High Reach Mass Coverage Low relative cost- very efficient Short message life High absolute cost Clutter Increasing level of fragmentation Limitation High level of repetition necessary

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Press (Newspaper, Magazines etc) One major advantage of press advertising is that information can presented and then examined selectively at the consumers leisure. The benefit of this is that because the consumer chooses what they read it will give them a felling of control over situation.

Poster Poster advertising is also a very efficient form of advertising media. The location and the content of the poster is vital. The aim is simply: to provide a quick, digestible message to the passer.

Cinema This provides advertisers with the opportunity to benefit from the all involving escapist environment that this medium delivers. The audio and visual capabilities of the cinema environment deliver the greatest impact available to advertisers.

Radio - This medium provides the opportunity to contact a large percentage of the target audience within a specified geographical area at relatively low cost.

Section 3 3.1 Consumer behavior Consumer behavior is defined by Blackwell, Miniard and Angel (2001) as activities people undertake when obtaining, consuming and disposing of products and services. It is this behavior, and how it can be influenced that will be analysed by this section. The primary objective is to find out how potential customers respond to different advertising techniques. This is because, a company in order to achieve its marketing and advertising goals needs to create and promote a USP to its target audience. To maximum its return on marketing and advertising it must understand consumer behavior. A company will therefore, design their marketing strategies around the factors that will, ultimately, influence consumer behavior. According to the model of consumer behavior 27

BLOOM DEKOR LIMITED devised by Assael, 1992, the consumers buying decisions is influenced by a number of factors i.e. the individuals previous buying experiences, their current desires environmental influences and the impact of various marketing and advertising campaigns The individual consumers choice is determined by such things as age, occupation, demographics, personality and lifestyle. Also, brand loyalty, preconceived thoughts about the products and services and competitors also contribute to this factor. The environmental issue that may affect consumer decision can include culture. According to Kotler culture is the most fundamental determinant of a person wants and behavior and embodies the norms, beliefs, artifacts and customs that are learned from society and that constitute its value? 3.2 Psychological Factors Affecting Consumer Decisions Consumer decisions are influenced further by four psychological factors:

Motivation One of the most popular theories about motivation was devised by Abraham Maslow. His theory bases human motivation upon a hierarchy of needs a person faces. Ranging from basic needs such as Hunger, thirst and sex all the way through to self- actualization. Maslow sought to explain why people are driven by particular needs at particular times.

Perception We define perception as the selection, organization, and interpretation of marketing and environmental stimuli into a coherent picture. In marketing, perceptions are more important than reality, as it is perceptions that will affect the consumers actual behavior.

Learning Assael (1998) describes consumer learning as a change in behavior occurring as a result of past experiences. In other words, should a person have good experience with a certain brand / product then he or she will be more likely to purchase the same product in the future.

Attitude Attitude as stated by Fill (2002) are predispositions, shaped through experience, to respond in an anticipated way to an object or situation. Attitudes are

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BLOOM DEKOR LIMITED the result of the learning stated previously. They are shaped by experiences and form part of why and how we act as a result of these experiences (Fill, 2002). Section - 4 4.1 Marketing process Models There are many models to explain the stages a potential customer will go through from the initial awareness of the product to desires for the product. Many of these models amount to more or less the same sequences. Each potential consumer must pass through three simple stages. The cognitive stage this is where the consumer will become aware of the existence of a certain product or service. The affective stages involve the action changing of the attitude towards a product or service. Finally the behavior stages involve the action that results from the change in attitude towards the product (Brassington and Prettit, 2003, p.580).

4.2 AIDA Model The AIDA Model developed by Edward Strong (1925) breaks down the sequence of events to A Attention I - Interest D Desire A Action

These stages describe how advertising can be successfully in reaching out to its audience by firstly grabbing their attention (Fill, 2002). Secondly, by interesting them 29

BLOOM DEKOR LIMITED with the idea of the product or service, then making the product /service desirable to the potential customer. The final stage that strong (1925) penned was getting the consumer to take action as a result of their desire for the product (Fill, 2002).

4.3 DAGMAR Model D Defining A Advertising G Goals For M Measuring A Advertising R Results

This model was devised by Russell colley (1961) and it offers useful approach to understanding how advertising works (Copley, 2004, p. 105).This model is used to measure the result of a specific communication task in terms of the cognitive affective behavioral hierarchy impact on a defined audience (Copley, 2004, p. 183). An example of this model may be:

To make 70% of the target audience aware of the product. To achieve a 50% understanding of the proposition. Finally to make 20% of the target audiences purchase the product or service. 30

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4.4 The FCB Grid There is however, a model used by a large number of advertising agencies worldwide (Fill, 2002). The FCB (Foote, Cone and Belding) Grid presented by Richard Vaughn (1980).The FCB model classifies products into two dimensions: Level of involvement (High vs. Low) and motivates for purchasing (Think vs. Feel) (Assael, 1998) Think High involvement Informative(Economic) Learn Feel Do Ex. Economy cars, appliances, and insurance. Low involvement Habitual(Responsive) Do Learn Feel Ex. Cosmetics goods, petrol etc. Feel Affective(Psychological) Feel Learn Do Ex. Sports cars, cosmetics, and jeweler. Satisfaction (social) Do Feel Learn Ex.Lifes little pleasures such as beer, cigarettes, and candy / sweets.

Think products (or cognitive products) are utilitarian and are related to product performance (i.e. mpg figures for fuel consumption or cost of insurance quotes) whereas Feel products are more to do with fashions or image (Assael, 1998). Involvement, shown along the vertical axis of the matrix, is the level of perceived personal importance and / or interest evoked by a stimulus within a specific situation (Antil, cited from Blackwell et al, 2001, p. 91).There are various levels of involvement a consumer will have for a product whether this is high or low (Assael, 1998; Peter and OLSON, 2005). Products that require low levels of involvement will involve such things as petrol and alcohol whereas products requiring high levels f involvement tend to be more expensive 31

BLOOM DEKOR LIMITED ,riskier products such as cars, insurance etc.This model suggested by Vaughn is a useful tool for advertising agencies and department to appreciate the consumer / product relationship and as a result can plan relevant and appropriate communication strategies (Fill, 2002).A study by Brian Ratchford (1987) concluded that this model is both reliable and valid as a tool to analyses consumer / product relationships(Ratchford, 1987).

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RESEARCH METHODOLOGY

3.1 RESERCH METHODOLOGY

Methodology

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BLOOM DEKOR LIMITED This section explains how the data is collected that is either from primary and secondary data. It explains what method is used to collect the data, which instrument is used for collection and what is sample plan. The preparation of this report involves several phases and they are as follows.

Data collection method Tools of data collection are as follows

1. Primary data 2. Secondary data Primary data collection method The following sampling techniques have to be implemented: Personal interviews Approaching people personally Questionnaires Internet

Secondary data collection method :

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BLOOM DEKOR LIMITED Secondary data are gathered from numerous sources, every year the quantity secondary source material expands at a tremendous rate .These data are already published or collected for the purpose other than specific research. Secondary data are as follows Detailed information about company, product profile are collected through the website. Placement Report Annually Brochure Websites of the company.

Sampling Method Sample

Sample size : 80 Sample unit : Private Educational institution Sample Frame :

RESEARCH TECHNIQUE:

The questionnaire specifically framed keeping in mind all the aspects and Requirement that will fulfill our objectives and gives us exact idea and that will help the organization to take better decision

3.2 TITAL OF THE STUDY:

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BLOOM DEKOR LIMITED Effectiveness of channels in Laminate Market

3.3 PURPOSE OF THE STUDY:

To know the strategies of other Laminate competitor .How the Laminates are sold in the market. What are the different strategies they are using to understand the service, Quality and brand? What is the competition between known brand and unknown brand?

3.4 OBJECTIVES OF THE STUDY:

1 2

To know the market strategies of the Laminate company. competitors are there in To know how many the market What kind of material they are used for their good market position.

4. To know how many Dealers and customers are satisfied with their service & Quality? 5. To know do institution need up gradation of software. 6. To know usage of softwares help in the promotion of institution.

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3.5 LIMITATION OF THE STUDY

Every study or project has two faces. One face is the advantage of the study of project. Second face is disadvantage or limitations. In spite of precautionary measures & meticulous planning of the schedule for undertaking the project they may be still inevitable limitations which are as follows.
Survey is limited to 80 Dealers only.

Sometimes the responses depend upon their mood. Some data which are given may not be up to date. More emphasis is given to a primary data. There were some people who didnt response and so much information was not able obtain. Hence, it was not possible to go in depth.
The respondents may be quiet conservative in nature; hence they may not be

interested to disclose their views. They may be partial or refuse to co-operate.

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DATA ANALYSIS AND INTERPRETATION

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BLOOM DEKOR Limited QUESTIONAIR FOR THE LAMINATE MARKET ANALYSIS 4.1. Monthly selling of laminate by each dealer in a month?

No of laminates Laminates sold

0-50 20

50-100 0

100-200 20

200 & Above 40

Survey respondance

Table 4.1: Self prepared Questionnaire and field survey INTREPRETATION: Table 4.1 show the analysis of Laminate Market. It reveals that 50 percent of the Dealer sells 200, 25 percent.. And 25 percent shows the above laminates in a month. Therefore, it is depicts that majority of the revealed we are in a conclusion that there is a very huge market in Bangalore for the laminate.

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4.2. Percentage of selling of 1mm laminate in a month by each dealer?

Percentage Total sales

25% 10

50% 10

75% 30

75% & above 30

Survey respondance

Table 4.2: Self prepared Questionnaire and field survey Interpretation: Table 4.2 shows the percentage sale of 1mm laminate. It reveals that 38% of the dealer sale 1mm laminates. 38% of the dealers sell .8mmand 12% dealers sale a combination of both. And 12% have no answer. Therefore it is depicted that there is a huge sale of 1mm laminate

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4.3. Sale of laminate between known brand and unknown brand? Known brand 25% Unknown brand 75%

Survey respondance

Known brand

Uknown brand

25%

75%

Table 4.3: Self prepared Questionnaire and field survey Interpretation: Table 4.3 shows the sale of known brand and unknown brand of laminate. It reveals that there is a maximum number of selling in unknown brand because they are cheap in price and easily available to every dealer and they give very good offers to the customer as well as dealers.

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BLOOM DEKOR Limited 4.4 Do the customer come with the set Brand or do you suggest the customer? Customer suggestion Dealer suggestion 30 70

Survey Respondance

Table 4.4: Self prepared Questionnaire and field survey Interpretation: Table 4.4 shows that whether customers came with a set of brand or dealers suggest a brand. This survey reveals that 63% of the customers are go with the dealers suggestion and 37% goes with self mind set because maximum customers are not known about the brand so they went to the dealers who has a good image in the market and who is beleavable.

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Quality, Price & Service 30

Quality & Service 20

Price & Service

Quality

4.5.

20

10

Expectation from a company (brand)?

Survey respondence

Table 4.5: Self prepared Questionnaire and field survey

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BLOOM DEKOR Limited Interpretation: Table 4.5 shows that what do the dealers or customer expect from a company or a brand. It reveals that 38% of the Dealer wants good Quality, Price &Service from the company .whereas only 25% of the dealer wants Quality & Service and other 25% of dealer Wall Printing & TV 30 of dealer wants only Quality Wall printing 20 TV & Magazine 10 Wall Printing, TV & Magazine 20 wants Quality & Price and other 12%

4.6. What kind of advertising do you expect from the company?

Survey Respondence

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Table 4.6: Self prepared Questionnaire and field survey Interpretation: In the survey we can see that 25% of the dealer wants wall printing &T.V advertise for selling number of laminates.

4.7. Do you sell Laminates based on scheme? Yes 30 No 50

Survey Respondance

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Table 4.7: Self prepared Questionnaire and field survey Interpretation: In the survey we can see that 63% of the Dealer doesnt sell Laminates based on scheme.

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BLOOM DEKOR Limited 4.8 What kind of competition is there in the market between known brands?

Price, Quality & Availability

Price, Availability & Scheme

Price & Scheme

Quality

30

20

10

20

Survey Respondance

Table 4.8: Self prepared Questionnaire and field survey

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BLOOM DEKOR Limited Interpretation: : In the survey we can see that 38% of the Dealer says that the in the market there is a competition between known brand for Quality as well as price.

4.9 Are you loyal to one Brand, if yes then what is the reason?

Yes 20

No 60

Survey Respondance

Table 4.9: Self prepared Questionnaire and field survey Interpretation : : In the survey we can see that 75% of the dealer says they are loyal to one brand .

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Quality 15

Price 15

Having exclusives design 30

No Idea 10

4.10. What do you think about the brand BLOOM?

Survey Respondance

Table 4.10: Self prepared Questionnaire and field survey Interpretation : In the survey we can see that 43% of the Dealer says that the brand BLOOM has an exclusive design.

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4.11. Is the company providing you good quality service?

Yes 60

No 20

Survey Respondance

Table 4.11: Self prepared Questionnaire and field survey Interpretation: In the survey we can see that 75% of the dealer says that the brand BLOOM gives them good service.

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Excellent 10

Very good 10

Good 30

Average 30

4.12. What do you position BLOOM compare to other known brand ?

Survey Respondance

Table 4.12: Self prepared Questionnaire and field survey

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BLOOM DEKOR Limited Interpretation : In the survey we can see that 38% of the Dealer position BLOOM good as compare to other known brand.

FINDING SUGGESTION AND RECOMMENDATION

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5.1 FINDINGS

In the survey we can see that 50% of the Dealer sells 200& above laminates in a month. In the survey we can see that 38% of Dealer sells 1mm laminate sheet above 75%.

In the survey we can see that 75% of the dealer says that they sell unknown brand.

In the survey we can see that 62% dealer suggest the customer for their brand. In the survey we can see that 38% of the Dealer says that they want good Quality, Price& Service from the company to sell huge amount of laminate.

In this survey we can see that 38% of the Dealer expects wall printing &T.V advertisements for selling laminates.

In the survey we can see that 63% of the Dealer doesnt sell Laminates based on scheme.

In the survey we can see that 38% of the Dealer says that the in the market there is a competition between known brand for Quality, Price & availability.

In the survey we can see that 75% of the dealer says they are loyal to one bran Service in the survey we can see that 38% of the Dealer says that the brand BLOOM has an exclusive design.

In the survey we can see that 75% of the dealer says that the brand BLOOM gives them good.

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BLOOM DEKOR Limited In the survey we can see that 38% of the Dealer position BLOOM good as compare to other known Brand.

5.2 SUGGESTION According to us the company should make brand advertisement like print ads, banners, hoardings, commercial ads are needed and then marketers are needed who can visit the dealers and architect. If there is a proper advertisement the marketers should easily work on the product. The price is too high so that the brand should do something about the pricing. The brand should improve their service so that people get the product on time. Company should also take care of the service. Online ordering of the product can also be implemented.

5.3 CONCLUSION
1. Marketing: The first and foremost problem according to us which we have seen is

marketing. There is no strategy in the market. There is a requirement of marketers who can visit dealers and architect. Marketers should visit the dealer and architect twice a month so that they can generate regular orders.

2. Price: The next problem is the price. The price of the product is too high as compare

to its competitor product. According to us the company should survey the market and then fix the price of the product according to the market.

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3. Advertisement: To sale any product of any brand or company advertisement is

needed. Today all sales of the product depend upon advertisement. Through advertisement a layman came to know about the product. In this company we have not seen any kind of advertisement. So the brands need to take a strong step towards the advertisement.

4. Service: In some places we notice that the service was not good. They did not receive

the product on time. They are not keeping their word and did not make the service punctual.

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QUESTIONNAIRE

Organization Title of the study

: : LAMINATE MARKET ANALYSIS

1. Name of the Organization : 2. Contact Address 3. Phone Number 4. Name of the Dealer : 5. How many number of laminates do you sell monthly? (a) 0-50 (b) 50-100 (C) 100-200 (d) 200& above 6. What is the percentage of the 1mm Laminate of the total sale? (a) 25% (b) 50% (c) 75% (d) 75%& above : :

7. What brand do you sell prioritely? 57

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a) Known brand

(b) unknown brand

8. Do the customer come with the set Brand or do you suggest the customer? (a) Wall printing (b) T.V (c) Magazine (d) other 9. Do you sell Laminate based on scheme?
a) Yes

(b) No

10. What kind of competition is there in the market between known brands? (a) Price (b) Quality (c) Availability (d) Scheme

11. Are you loyal to one brand, if yes what is the reason? (a) Yes (b) No

12. What do you think about brand BLOOM? (a)Quality (b) Price (c) Having exclusive design (d) No idea

13. Is the company providing you good quality service? (a) Yes (b) No

14. What do you think about brand BLOOM compare to other known brand?

..

15. Where do you position brand BLOOM compare to other brand? (a)Excellent (b) Very good (c) Good (d) Average 58

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16. Suggestion to improve the brand image, quality, service of the BLOOM.

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Reference Books

: Philip Kotler

Websites Referred: www.bloomdekor.com http://bloomdekor.com /laminates http://www.designarcade.in/ http://www.tradeindia.com/ http://www.arvura.com/vir-laminates http://www.siliconlam.com/product.html http://merinolaminates.com/merino-compact-laminate http://www.bansalsales.net/laminates.html

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