PROJECT REPORT

ON
“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR
AND THE SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON
THOSE PROJECTS”

SUBMITTED By:-
Amiya Raut
PGPM/09-11/ 67
SECTION-B
Submitted for partial fulfillment of the requirement of PGPM 2009-11

Under the guidance of

Mr. Sarada Prashanna Sahoo Prof. Raj kamal Verma

Associate manager ASBM, Bhubanewar
Bapuji Nagar, Bhubaneswar

ASIAN SCHOOL OF BUSINESS MANAGEMENT, BHUBANESWAR

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 Contents Page No.
Contents
- CERTIFICATE FROM THE ORGANIZATION : 3

- CERTIFICATE BY THE FACULTY GUIDE : 4

- DECLARATION : 5

- ACKNOWLEDGEMENT : 6

- EXECUTIVE SUMMARY : 7

- INTRODUCTION: 8
• Company’s background, 8
• Motto, mission and business policy 12
• Certification 13`
• Integrated management system policy and objective 14
• Merino laminates 15
• Compact laminates 16
• Merino panels and boards 22
• Restroom and locker solution 26
• Objectives of this study 39

- METHODOLOGY: 42
• Sample,
• Types of data
• Data collection method

- RESULTS : 45
• Analysis of data,
• Tabulation,
• Computation
• Graphical presentation 58
- SWOT ANALISIS OF MERINO 65
- RECOMMENDATION : 68
- CONCLUSION 70
- BIBLIOGRAPHY : 71
- ANNEXURE : 72

2
 CERTIFICATE FROM THE CORPORATE GUIDE

This is to certify that Mr.Amiya Raut, PGPM/09-11/67, a student of

Asian School of Business Management, Bhubaneswar, Orissa, has
successfully completed his summer training under me at MERINO
INDUSTRIES Ltd , BBSR, Orissa for the month of April-June 2009.

I wish him all success in his future.

Signature of the Corporate Guide

Date:
Name of corporate guide

3
 CERTIFICATE FROM THE FACULTY GUIDE

This is to certify that the project work entitled “UPCOMING

CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE SCOPE
OF MERINO INDUSTRIE’S PRODUCTS ON THOSE PROJECTS” is done
by the student named Amiya Raut under my guidance and supervision for the partial
fulfillment of degree of PGPM, Asian School Of Business Management,
Bhubaneswar.

To the best of my knowledge and belief the thesis:

1. Embodies the work of the candidate himself.
2. Has duly been completed.
3. Is up-to the standard both in respect to contents and language for being referred
to the examiner.

Signature of the Faculty Guide

Date:
Name of Faculty guide
Prof. Raj kamal Verma.

4
 DECLARATION

I, Mr.AMIYA RAUT ,do hereby declare that the project report titled
“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR AND
THE SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE
PROJECTS” is a genuine research work done by me at MERINO
INDUSTRIES Ltd. Located at Bapuji Nagar,BBSR and it has not been
published anywhere earlier to the best of my knowledge.

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 ACKNOWLEDGEMENT

The Summer Internship Project on “UPCOMING

CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE
SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE
PROJECTS” offered both a learning experience as well as a glimpse into
the emerging world of change in consumerism and future marketing trends.
During the tenure of this project, I was fortunate to have interacted with
Architects, Interiors and dealers who in their own capacities have
encouraged and guide me.

I would like to thank Prof. Raj kamal Verma (faculty guide), for his
keen support and guidance provided for the successful completion of the
project.

I would like to thank my corporate guide Mr. Sarada Prashanna

Sahoo who gave and confirmed this permission and encouraged to go ahead
with my training.

Also I would like to take this opportunity to thank all at Merino

group who helped me during my Summer Internship Project .

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 EXECUTIVE SUMMARY

The main objective of the project was to find out the scope for the
Merino Products in Bhubaneswar where there are a lot of construction
projects are going on.

The findings shows that the quality of merino is still unbeaten and the
brand name is still there and also there is a great opportunity for it but, due
to its improper marketing strategies like promotional activities,
advertisements etc. and high price comparison to others and improper supply
of products are some of the vital reasons for its failure.

The conclusion drawn from the study is that the company must look
after to take proper care of the marketing policy of the company for its
comeback in the market as its brand name is best in the market and its
quality is No.1 compare to others.

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INTRODUCTION
ABOUT THE COMPANY:

Merino started its journey in 1968 with a zeal for excellence and commitment
towards ethics and has today achieved a turn over of Rs 3000 Million. The two primary
areas of operation for Merino are – Interior Solutions and Agro Business.

In interior solutions the group started with progressive compulsion of providing

furniture and paneling industry with products that compliment home and office décor.
The first product launched in the year 1974 was plywood which gainded apposition of
eminence for quality and service. The group forayed into high pressure decorative
laminates with a manufacturing unit at Hapur. To meet the increasing demand, a second
unit was set up at Rohad.

The speciality of the group is continuously releasing new products. Merino has
over the years innovated quality products keeping pace with world trend and market
demand. These products have increasingly found favour also with architects and
designers as they compliment the creative need. The range of products today includes
high pressure laminates(HPL), melamine face particle board, medium density
fiber(MDF)board, plywood , furniture components and solutions, ready to fit furniture
My Space, adhesives- Merino strong, restroom and locker systems.

The group adopted an integrated approach for all endevours. It offers its customer
from raw material to final products. Today merino holds the distinction of being the
largest manufacturer and highest exporter of laminates in India as recognized by
Government of India.

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 The same integrated approach has been adopted for Agro business. In agro, the
group started with cold storage and further integrated to farming, biotechnology and food
processing. Today it has ventured into FMCG market with potato flakes under the brand
name Vegit.

COMPANY PROFILE
Infrastructure:-

The has two manufacturing facilities with a combined capacity to produce 28

million squire meter of HPL per annum. It has two short cycle lamination facility for
producing for producing pre laminated particle and MDF board in various sizes. A new
facility for pre-laminated board is being installed in Banglore to take care of increasing
demand. To offer customized design it has set up a printing facility at Hapur unit.

Driven by he integrated approach a every stage of its operation Merino has set up
units for producing formaldehyde and resin. It has also installed a plate polishing facility
for uniform surface finish.

In its commitment to economy, merino has gone a step ahead by instating co-
generation plant for generating power. This plant also addresses Merino’s environmental
concerns by using agro waste as fuel.

In its endeavour for service the group has se up offices and warehouse in all
major state capitals to ensure efficient logistics and delivery. Further in- house fleet of
vehicles ensure on time supplies.

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Quality system and R&D

Merino facilities are working under ISO 9001 and ISO14001 certified systems.
He group has integrated all stages of of operation through ERP ensuring transparency an
on time information to customers and service providers.

The dedicated and focused R&D team works in synchronization with the
commitment towards continuous innovation and improvement. This has laid led to slew
of superior quality products. Experts are continuously invited from across the world to
educate and enhance knowledge base.
Today, Merino is a trend setter in design and speciality products blending
technology with ambience and environment products blending technology with ambience
and environment. This was possible for the philosophy adopted in the business operation
that products and services should be market driven, knowledge based, system sustained,
IT enabled and ethic anchored. At Merino, distinctions are not dead ends but rather
milestones towards further achievements.

Human resource:
Merino has a dedicated workforce of 2000 highly qualified and competent
professionals and has over the years created an intellectual resource pool. It has created
an environment for growth through enhancement of skill and knowledge.

Environment-
Environment a concern worldwide has also been a focus area for Merino. Merino
has proved special emphasis towards

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  Minimizing harmful effects on the environment caused by its activities
 Achieving continual improvement of its environmental performance.

The group adheres to a set of management processes and procedures that allow it
to analyze, control and reduce the environmental impact of its activities, products and
services and operate with greater efficiency and control.

Social commitments:

The driving force at Merino group goes much beyond profit motive. It is focused
on the ethos of excellence, ethics providing consumer quality solutions all leading to a
great emphasis on social responsibility.

As a concerned corporate citizen the group has contributed in selected thrust areas
in keeping with the national priorities of education and heath care.

The group has adopted 100 villages for prevention and control of Tuberculosis. A
dedicated team of doctors treat people in remote areas by regular visits and providing free
medicines. Charitable dispensaries have been set up. In the field of education it provides
scholarship to needy students and published books.

With merino group this social concern is an ongoing endeavour. And many such
philanthropic programmes are in the anvil and will be executed on a continual basis.

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MOTTO
At Merino, our motto is to approach every step of our work keeping in mind 3
key principles

• Economy
• Excellence
• Ethics

MISSION
• Global competence and economic prosperity through western work culture and
Indian ethos.

BUSINESS POLICY
At every step we will ensure that we are Market driven, Knowledge based,
System sustained, IT enabled and Ethics anchored - resulting in creation of wealth for
all the stakeholders.

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Certifications

13
INTEGRATED MANAGEMENT SYSTEM POLICY AND OBJECTIVE

The Merino panel products limited, are committed with team spirit to adopt an
integrated management system of quality, environment and health& safety based work
culture founded on the concept of continual improvement with emphasis on innovation to
serve all our stake holders in general and our customer in customer in particular, offering
activities, products, services and processes endowed with excellence, made economic
through efficient of resources and rendered environment friendly and taking care of
employee’s health &safety through adaptation of necessary processes, while keeping the
economic health of organization vibrant maintaining profitability, growth and upholding
ethical standard.

Following broad areas are identified to fulfill the commitment:

1. Identification of expressed and latent needs of customers to offer timely, solutions

based products & services.
2. Improvement in productivity by constant reduction of wastage, rejections,
machine breakdowns, cost and continual up-gradation of technology and efficient
use of energy.
3. Ensure safety and security to Men, Machines, Methods and Materials.
4. Preventing pollution, reducing emission and conserving natural resources.
5. Preventing injury and &occupational hazard to associate personnel.
6. Improving Employee performance through participation through participation,
need based HR practices and adoption of safety and environmental norms.
7. Complying with statutory & regulatory requirements of following best
management practices.

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MERINO LAMINATES

Decorative laminates

Merino decorative interior grade laminates are suitable for a wide range of
applications such as home furniture, wall linings, column claddings, doors, shelves, table
tops, work-tops, counters, vanity units, cubicles, lift linings, store fittings, displays, check
out desks, office partitions, storage units, etc.

Merino provides more than 400 designs in 36 finishes and can produce 11
different sizes simultaneously. Merino introduces new designs at regular intervals to keep
pace with the changing trends in the market. These designs, in combination with the
variety of innovative textures, make the range dynamic, trendy and young.

Merino high pressure decorative laminates comprise of specially selected

decorative papers and absorbent kraft paper impregnated with melamine and phenolic
resins, pressed and hardened under heat and high pressure. The process ensures strong
bonding, resistance to boiling water and stains and increases dimensional stability.
Surface protection through special treatment makes Merino laminates scratch resistant.

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Merinoflex

Merinoflex postforming grade laminates are intended for use on vertical and
horizontal interior surfaces where it is necessary that the laminate rolls in a simple radius
over the edges of the substrate. The result - no seams around edges and a smooth evenly
laminated, attractive surface.

Merinoflex adds the decorative property to the edge of any laminate surface,
whereby removing seams. Formed edges of counters, desktops, cabinet doors and drawer
panels are familiar applications of postforming laminates.

Compact Laminates

Merino Compact is a solid grade, load bearing hard laminate. It has an inner core
of celluloid fibres impregnated with thermosetting resins, which is resistant to
atmospheric and chemical agents. Its composition allows sawing, drilling, machining and

16
chiseling on site. Screw threads may be cut into it and self-threading screws can also be
used. Merino Compact is available in the following options

• Black core
• Brown core
• Center line
• Multi-strip (alternative strips of different colour paper in the core)

Specialty Laminates

Merino also produces a wide range of specialty laminates to meet the special
requirements of modern architecture and workspaces. Fire retardant laminates to prevent
the spread of fire, compact laminates, electrostatic dissipative laminates for electrostatic
protected areas and door skins are some of the specialty grade laminates available.
a. Electrostatic Dissipative Llaminates.

Merino Electrostatic Dissipative (ESD) laminates offer one of the best ESD
properties for laminate surfaces available today in India. It provides a safe environment
for furniture used in electrostatic protected areas (EPAs). The ESD surface drains out the
static charges thereby minimizing the chances of sparking and damage to sensitive

17
electronic appliances. At the same time, it does not allow dust particles to accumulate on
the surface, resulting in a clean and healthy work place.

b. Fire Retardant Llaminates

Merino Fire Retardant Grade Laminates are manufactured by treating specially

developed papers with fire retardant chemicals. They are halogen free and thus eliminates
the risk of toxic smoke. They are designed for applications requiring flame and smoke
resistance.

c. Metallic Specialty Laminates

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 Metalam metallic foil laminates lends a modern decorative appeal to interiors.
Metalam high pressure metallic laminates are ideal for use in hospitality, gaming,
entertainment, interior design, set design, retail, signage, display, cruise and furniture
industries. Their bright reflective aspects render the ambience a modern and sleek
look. Metallic foils are pressed along with the kraft paper to produce this special
grade of HPL.

Metalam is available in standard sizes of 8' x 4' & 10' x 4' in special finishes and
designs.

Door skins

Merino Door Size Laminates are used to economically laminate doors without
any wastage. The size available is 3ft x 7ft (915mm x 2150mm) in suede finish.

Merino Door Skins are an economical option for aesthetically covering your
doors, as one can choose from a wide variety of themes. There are themes to match
the taste of different age groups and mind-sets. There is a range for kids; there are
designs for worship areas, floral motives and also a range that gives an impression of

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fusion of different materials like glass and various species found in the woods. The
facility to order custom designs is also available

Merino Writeons.

Merino Marker Board is made with special type of synthetic polymer which
imparts durability and easy cleaning to the surface. They are used extensively in
conference rooms, auditoriums, colleges and institutions.

Merino Chalk board laminate has a special surface for use of dry chalk. These
chalkboards are an economical alternative as writing boards for schools. The surface
colour renders contrast against chalk marks. The special characteristics of Merino
Chalkboard surface ensures perfect continuity in chalk marks for hassle-free and
legible writing.

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 Merino edgeit

Modern furniture design is all about creativity, liberty and greater flexibility.
edgeit offers it all in providing edge band solutions for every single design pattern which
you would like to fabricate. With outstanding modern fabrication properties, edgeit gives
you the most important edge in design execution and colour selection for your furniture.
edgeit can be moulded to any shape of furniture, making it ideal for smooth, friendly
surfaces such as in restaurants which need to be hard-wearing.

Edgings are becoming increasingly important in the furniture industry. Novel

materials, colours, embossed finishes and many other features make Merino edgit
something not just to be seen but also felt and experienced.

Edgeit provides a hermetic seal that is hygienic and waterproof unmatched by

other edging materials and is easy to clean, non toxic and resistant to heat and chemicals.
Available in a range of colours, edgeit is cost effective as it keeps tables and furniture
looking good for longer.

Edgeit stands for modern, ergonomics and environment-friendly edge band

solutions with outstanding fabrication properties and unique product variety.

Merino is now supplying furniture finished to the hospitality, healthcare,

education and office furniture markets as well as to the shop-fitting industry throughout
the Asia Pacific region.

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Merino Drill and Entry Boards

Merino Drill and Entry Boards are special boards designed for technical purpose .
Those boards are used in the assembly for protecting drill bead while drilling PCBs. They
are used at the base of assembly for protecting the same.

MERINO PANELS AND BOARDS

Merino Group started operations in Panel Industry with manufacture of Plywood.

Today it has diversified and are importing particle board & MDF.

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The group has set up 3 units for the production of low pressure laminate (MFC).

The philosophy of multiple units is easy accessibility in different corners of the country.

The product range includes :

Plywood
Raw MDF
Raw Particle board
Prelamianted and postlamianted Particle Board.
Prelaminated and postlamianted MDF Board.

Merino prelaminated boards

a. Prelam Particle Board

Particle board is a 3-layered chip board made by binding wood particles ranging in
size (from flakes to splinters) together with suitable adhesives such as plastic resin
and pressing them to form sheets.

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b. Prelam MDF Board

Medium-density fibre boards (MDF or MDFB) is an engineered wood product

formed by first breaking softwood into wood fibres, then combining the same with
wax and resin, and then forming panels by applying high temperature and pressure. It
is a building material similar in application to plywood but made up of separated
fibres, not wood veneers. It is denser than particle board.

Merino plywood.

a.Tuffply

Tuffply is a panel product consisting of thin wood veneers glued together in cross
direction under a specified pressure and the species used are Garjan and Eucalyptus.
This cross lamination provides excellent two way strength and stiffness properties.
The veneers are well seasoned to control their moisture content and prevent warpage
Merino tuffply is BWR grade and phenol formaldehyde bonded.

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 c. Com Plywood

Comply is specially made for making furniture that has no direct contact with
water.

They offer significant economic advantage and are resistant to delamination,

dimensional instability

d. Shuttering Plywood

Merino Film Faced Shuttering Plywood is made from special hardwood veneers,
such Hollock, Makai and Garjan. The veneer sheets are then bonded with a specially
imported film and pressed together under specific pressure. The film surface has extra
smoothness which eliminates final plastering thereby reducing costs. The plywood is
free from de-lamination, dimensional instability, chemicals, borers and termites.
Shuttering plywood can be used multiple times.

e. Block Board

Block board is composed of two components, frame and filler. Filler is made of
softwood strips placed end to end and is sandwiched within a frame of veneers. The
sandwich is then glued under high pressure. A single veneer on both sides is known
as 3-ply. A double veneer on both sides is called 5-ply. In Merino block board the
filler and the frame are both pine wood veneers.

f. Flush Doors

Flush doors are made from selected hard wood timbers, thus providing them
structural strength and dimensional stability. Timbers are treated with preservative
chemicals in a vacuum impregnation pressure plant to make them immune to termites
and borers. During the manufacturing process these doors are pressed with phenol
formaldehyde resin at high pressure to make them boiling-water proof. The doors are

25
treated with preservative chemicals by dipping them at (60°-70°C) to make them
absolutely free from any biological agents.

Flush doors are available with two sided commercial veneers and are also
available with post lamination done on the face. In post-laminated flush doors one can
choose from the vast range of laminate designs available from Merino.

RESTROOM AND LOCKER SOLUTIONS

Merino Restroom & Locker systems have changed the restroom culture in India.
These systems have been designed to provide appealing and practical solutions for heavy
traffic restrooms. Manufactured for the first time in India in technical collaboration with
Besco of Singapore, Merino offers a range of restroom and locker systems in a variety of
colours, with nylon or stainless steel accessories and fittings imported from Singapore.

Merino makes high quality compact laminates (Solid Grade) to ensure these
cubicles are heavy duty and have properties of high density, high pressure and load
bearing, as well as resistance to atmospheric and chemical agents. The compact panel
ensures that cubicles are impervious to water and resistant to impact, making them ideal
option in areas where there is high level of humidity or frequent vandalism. High quality
nylon and stainless steel imported accessories and fittings ensure that the system is
loaded with features of durability & elegance.

dry system advantages

• Economy of Space : Partitions are only 12mm thick as compared to 150mm

Brick wall
• Economy of Load : Much lower as compared to Brick wall
• Installation Time : 4 cubicles per day i.e. approximately One Floor per day
• Tidiness : No Wet Work required
• Air Ventilation : Top and Bottom gaps are provided in the design
• Cleaning the Floor Area : Very Effective. No corners to accumulate Dust
• Range of Colors : Range of colors available in Accessories as well as Boards

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Disadvantages of Wet System

• Sits on the Ground which makes Cleaning very difficult

• Dirt Settles and Stains around the Bottom
• Tiles Designs can go out of production making Replacement
• Difficult
• The Grouting joints are Porous and therefore Absorb
• Pungent Smell
• Thickness of Wall 6ft x 6", results in loss of 3 Sq. ft area
• Load of the Building is high
• No Natural Ventilation

besco by merino advantages

Polyamide Advantages

• Finish : It retains brilliant finish even after many years of demanding use.
• Color : It will not fade, tarnish or rust.
• Durability : It is extremely strong, impact resistant & flexible. It will not become
hard and brittle, or soft and elastic.
• Surface : It has a smooth, non-porous surface which WILL NOT support bacteria
or attracts dust.
• Anti-static : It does not transmit static electric shocks or extreme changes in
temperature; it is warm to the touch.
• Environmentally Correct : It can be recycled and in case of fire the surface does
not produce any toxic or caustic gases.

Compact Advantages

• Water & Moisture : Water proof - except in stagnant water; extensively used for
Shower cubicles
• Staining, Graffiti & Bacteria growth : Top layer coated with melamine resin of
high concentration. No pores on top surface hence non absorbent

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 • Scratching : Single smooth entity with very hard melamine top
• Impact : Has high density and right flexural strength therefore vandal proof.
• Fire : Passes BS 476 Class 1 Test
• Color Change : Passes the Xenon Arc Wool test Grade 6. No change except
when directly exposed to sunlight for 180 days
• Cigarette Burn : Passes highest grade "5" as per ISI Specification

CUBICLES

Merino makes high quality compact laminates (Solid Grade) to ensure these
cubicles are heavy duty and have properties of high density, high pressure and load
bearing, as well as resistance to atmospheric and chemical agents. The compact panel
ensures that cubicles are impervious to water and resistant to impact, making them ideal
option in areas where there is high level of humidity or frequent vandalism.

a. Zeus

This popular model is used extensively in all kinds of commercial, industrial and
institutional buildings. The panels can be engraved with custom graphics as per
customer needs. It incorporates full Nylon Polyamide 6 fittings and accessories and
are anti-bacteria grade for additional safety. This Model has the specialty of having
all the accessories and the top rail in Nylon (Polyamide - 6).

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a. Doric

The Doric series is ideally suited for heavy usage areas like hostels, institutes,
malls and multiplexes. With its robust aluminium pole construction, this cubicle is a
time-tested and proven option. For retrofit projects where only doors are required, the
Doric P-D Doors series can interface with existing brick walls with a wrap around of
matching pilaster.

b. ZMS

This is the most popular and well received model the world over. It's sleek design
and breath-taking looks are complemented by excellent sturdiness and high
durability. The extruded Aluminium top rail gives it a clean and elegant look and
makes it an economical and effective solution without compromising on quality.

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c. Titan

The Titan series is made of stainless steel and ideal wherever clean, sleek designs
are preferred. The design is simplicity itself and eliminates the need for a top rail.
Titan series gives you a wide range of choices in terms of stainless steel grades, as
well as design and sizes of all accessories. You can choose from Titan Box-Up
12mm, Box-up 18mm and Standard series

d. Ceiling Hung

This elegant option from the Titan series eliminates the need for any floor
restructuring by being hung from the ceiling. This makes it easier to maintain. All
accessories and fitting are of stainless steel and is remarkably resistant to water,
chemicals and impact.

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 e. Athena

The Athena series of restroom systems features the free-floor concept where
nothing sits on the floor, and all weights are transferred to the walls through a top
carrying beam. This makes for easy cleaning and maintenance. Despite the lack of
legs, it is remarkably sturdy and does not wobble at all.

g. Glass Door

n keeping with trends, you also get glass doors as an option across all models of our
restroom cubicles. Special quality stainless steel 304 screws ensure a higher standard of
safety and maintenance.

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Urinal Modesty Panels

The male needs for privacy cannot be underestimated. Lack of privacy has
negative consequences in cleanliness, safety & health repercussions.

Besco by Merino Uro Modesty Panels are designed with the highest consideration
of Paruresis requirement. The divider is easy to maintain and provides almost unlimited
design flexibility.

Besco by Merino Uro Modesty Panel has clean lines, is attractive as well as
strong and durable to hold up the Uro in between.

The standard Uro Modesty Panel offered has total height of 1200 mm & depth of
500 mm. As per international standards the gap of the divider from ground should be
between 500 -600 mm.

 Available in 12mm system.

 Nylon is available in standard white, grey or black colours. Other colours
available upon request.
 SS accessories in grade 304

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Support Grab Bars
These are versatile, customizable grab bars and railings for physically challenged
people in public places that conform to ADA (Americans with Disabilities) standards.

Jet Towels
This superb product is an ideal alternative to the conventional and inefficient hot
air hand dryers. These jet towels direct a blast of air onto both sides of your hands. The
high speed motor produces an air flow rate of 70m per second, drying your hands
hygienically in 8 to 10 seconds. It is a popular choice in offices, food processing plants,
pharma companies, hotels, super markets and other facilities where high levels of
sanitation are required.

Since there's absolutely no contact with the hands, Jet Towel usage is very
sanitary. And because no paper waste is generated, it offers the added benefit of keeping
the washroom environment cleaner and tidier.

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Locker Systems
Besco Locker is the ultimate in locker design and construction. It does not rust,
rot, or disintegrate like steel, wooden or plastic lockers. Our 100% solid phenolic board
constructions combined with State-of-the-Art hardware design gives you an extensive
range of customized styles and sizes for your individual storage needs. Be it a changing
room, library, clubhouse, swimming pool, gym, or school, Besco by Merino lockers is
waterproof, highly vandal-resistant, elegant & versatile in performance. There are more
than 52 colors and designs to choose from. Matching benches are also available. Send us
your drawings and we'll make it a reality.

• The top, bottom and the shelves are of 9mm Merino grade compact laminate
made
• The side and the back partition are 3 mm thick Merino grade compact laminate
made
• Doors are 9 mm thick Merino grade compact laminate made
• Aluminium channels and posts are available in only natural anodized finishing
• SS Hinges are available in 304 grade
• The locks available are Cam Lock , Hasp Lock & Cylindrical House

Merino by Hanex Solid Surfaces

Limitless choices, Freedom to create the design of your dreams, Rich colors and textures,
Superior function and form. These are some of the advantages of the Merino Solid
Surfaces by Hanex. Crafted from a unique blend of acrylic resins and natural materials,
the sheets can be cut, shaped and formed into a boundless range of designs. Best of all,
unlike other surfacing materials, it can be repaired and restored to its original condition.
These solid surfaces can be fabricated and installed in both residential and commercial
applications with inconspicuous seams giving your interiors unmatched durability and
design flexibility. Merino Solid Surfaces are suitable for a wide range of applications
such as counter top, wall covering, door sill, window sill, bath tub, art wall, interior
accessories, table top, bar top etc

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Merino Strong PVA

In an endeavour to provide the complete range of products for the furniture and
panel industry, Merino introduced Merino Strong Poly Vinyl Acetate (white glue) that
gives your creations a permanent and durable bonding.

Quality: The Merino Strong composition withstands extreme climatic conditions and
chemicals to give your creations a superior and durable bonding. It is ideal for furniture,
shelves, tabletops, workshops, counters, cubicles, column claddings, display panels,
checkout desks, etc.

Use: Before applying Merino Strong, both the surfaces should be free from dust, heavy
stains or grease. Wipe the surfaces with a clean duster. Apply Merino Strong evenly and
throughout both surfaces. Allow it to dry for 10 minutes before bonding the surfaces
together. Adhesive residue can be removed with white mineral spirits.

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 What started as a small family-run enterprise in 1968 is today a multi-faceted
corporation with a turnover exceeding Rs. 500 crores, offering a wide array of products
in Interior Solutions and Agribusiness.

In Interior solutions, the Merino Group offers products that compliment home and
office décor. The range include high pressure laminates (HPL), melamine faced particle
board and medium density fiber (MDF) board, plywood, furniture components and
solutions, ready-to-fit furniture – My Space, adhesives, restroom and locker systems. The
group holds the distinction of being the largest manufacturer and the largest exporter of
laminates in India as recognized by the Government of India.

In accordance to their commitment, they bring at customer’s door step finest in

home furniture. The fine art of interior décor with creativity and durability adds meaning
to one’s space.
My Space is ready to fit home furniture with state of the technology. Their
designs are contemporary and classy which gives ones space a new look and character.

Their furniture comes with the assurance of quality and durability.

36
Residential furniture solutions
Today many developers and builders value- add their real estate by offering their
customers pre-fitted furniture, kitchens and storage units. They provide solutions like:
• Service apartment furniture
• Modular/ non modular kitchens
• Wardrobes
• Other furniture as per requirement

Educational furniture solutions

They have supplied furniture for educational institutions, keeping in mind the
heavy usage and durability required. They have always tried to make this furniture vandal
resistant, while retaining gooks.

Classroom furniture
Students desks and chairs, teachers desks, black green/ chalk boards, white
marker boards etc.

Teachers room furniture

• Conference tables, storage units
• Library book unit, meeting table, chair

Hostel furniture
• Beds desks, wardrobes/ cup boards
• Computer lab furniture, library furniture, lockers

37
School office furniture
• Tables, executive tables, side returns, drawer units
• Filling cabinets, storage units

They have served:-

 Vishwa bharti university, shantiniketan , WB
 Indian Institute of Technology, kanpur,UP
 Delhi Public School, Merrut, UP
 IMS Engineering Innstitute, Ghaziabad, UP
 HMR college, Hamirpur, DL
 Kothari International, Noida , UP
 Bhramadevi Balika Vidya Mandir, Hapur , UP
 Delhi Public School, ruby park, Kolkata, WB

Office furniture and components

Table tops, file cabinets, storage units, computer tables, 5*5 curvilinear tops and
pedestals

Retail segment
The infrastructure spreads

38
OBJECTIVES OF SUMMER TRAINING

TOPIC: “UPCOMING CONSTRUCTION PROJECTS IN

BHUBANESWAR AND THE SCOPE OF MERINO INDUSTRIE’S
PRODUCTS ON THOSE PROJECTS”

 As the topic of the summer training suggest that it is based on he market survey of
Merino Industries, where we survey:
 To know who has the major market share.
 To know who are the competitors of merino.
 SWOT analysis of Merino laminates.
 Ranking of merino laminates.
 To know the factors which diluting Merino Brand

As we know that Merino , the brand name is engaged in proactively creating,

developing and maintaining committed, interactive and profitable exchanges with the
customers /clients, require such kind of survey which is a kind of relationship marketing
which enables it to know the correct position of the demand of their products in the
market scenario. The survey also help to fill certain gaps, such as knowledge gap
(knowing what customer expects) service design and standard gap (suitable and
appropriate design of the product and it promises), and the communication gap (getting
feedback which opens the scope to improve).

39
Scope of the Summer training and the Projecct.
 Practical knowledge about Marketing
 Help to understand the real scenario of the market
 Study customer needs and wants in well defined market segments
 Measuring company’s image and customer’s satisfaction

Along with these scopes we learnt to communicate with the business bodies and
customers. I got a chance to observe how the employees work together and how demand
changes segment by segment.

REPORT ON THE PROJECT WORK

The market survey was done by dividing the market into prospective segments
and then doing the survey on each segment separately.
The market segments are:
 Dealers and retailers
 Interiors
 Architects

DEALERS AND RETAILERS

In Dealers and Retailers segment we have visited a large number of Dealers,

retailers and authorized dealers where we tried to gather information about usage of
our product or similar line of product. If the the client is using different product of the
same line, i.e Century or Green etc., we tried to know why are they using different
laminates.

40
INTERIORS
In Interiors segments, we visited different interior firms, where we try to interact
with the interiors designers and try to measure the awareness as well as the feedback
about the Merinos products.
ARCHITECTS
In Architect segments, we visited different Architects, where we try to interact
with the usages of Laminates and try to measure the awareness as well as the feedback
about the Merinos products.

We did the market survey with the help of the following questionnaire and gather
the information on the above mentioned criteria. We visited a sample size of 100 (dealers
, interiors and architect) and collected the information regarding the ranking, strength,
weakness, opportunity, threats of merinos laminates also tried to know about the general
feedback after using Merino.

Limitations of the study

• Getting accurate response from the architects, interiors and dealers due to
their inherent problems. They may be partial or may refuse to cooperate.
• Many of them don’t find time to listen to the product feature.

41
o Meaning of methodology
o Sample,
o Types of data
o Data collection method

42
RESEARCH METHODOLOGY

Methodology is defined as

1. "The analysis of the principles of methods, rules, and postulates employed by a

discipline" or
2. "The development of methods, to be applied within a discipline"
3. "A particular procedure or set of procedures

Methodology refers to more than a simple set of methods; rather it refers to the
rationale and the philosophical assumptions that underlie a particular study.

This study is conducted in the Bhubaneswar city by using proposed sampling of

Hundred (100) consumers.

RESEARCH TOPIC
During the Summer Training we worked for two weeks at Merino where we deal
with various dealers and builders. In this process we came to know about the opportunity
as well as lacuna of Merino Laminates and Panel products. Then our corporate guide
discussed with us about the survey research and finally he suggested us to conduct a
survey to find out that whether there is scope for Merino products in the market or not.
He proposed the topic name :
“UPCOMING CONSTRUCTION PROJECTS IN BHUBANESWAR AND THE
SCOPE OF MERINO INDUSTRIE’S PRODUCTS ON THOSE PROJECTS”

TYPES OF RESEARCH
 Exploratory Research

43
UNIVERSE
 Architects, Interiors and retailers of Bhubaneswar city

SAMPLE SIZE 100

 40 architects
 30 interiors
 30 dealers

SAMPLING METHOD
 Purposive sampling.

DATA COLLECTION METHOD

Primary data collection –

Through questionnaire.

Data collection
1. Measurement instrument: structured questionnaire
2. Method: survey

Sources of data

Primary data- primary data were collected through a well structured questionnaire
designed separately for consumers. A pilot survey was conducted to test the utility of
the questionnaire and necessary changes being made.

Analysis

44
 Data collected from the survey through systematically framed questionnaires and
those are being analyzed and shown in graphical representation

• Analysis of data,
• Tabulation,
• Computation,
• Graphical presentation

45
NAME OF THE Qno.1 Q.no. 2 Qno. 3 Qno.5 Qno. 6
RESPONDENT/
ORGANIZATION
SANJEEB GURU Durian iv i v Service
K.K SHUR Century ii i ii Quality
S. MOHANTY Green iv ii i Quality
SAI PLYWOOD Green iii i ii Service
BHARAT PLYWOOD Century iv ii iv Quality
NARULA GENERAL Green iii i ii Quality
STORE
JAYASHREE PLYWOOD Green i i Service
K.B.M CONSTRUCTION Durian iv ii ii Price
B.CHAND Green ii i v Supply
RAJDHANI PLYWOOD Merino iii ii iv Quality
G.D PLYWOOD Century iv i i Quality
N. BISOYI Green ii ii v Quality
ATRIK BUILDER Merino iii i iv Quality
S.S ROY Century iv ii i Quality
NATIONAL BUILDER Green iii iii iv Price
P. DAS Merino iii ii i Quality
UTKAL PLYWOOD Century iv i ii Quality
S. NANDA Merino ii i i Quality
B. PRADHAN Green iii iii ii Quality
TAURUS COMBINE Merino iv i i Quality
THE DESIGN Century iii i i Quality
A. MISHRA Merino iii i ii Quality
SBT PROPERTIES Merino iv ii iv Supply
M. MOHANTY Green i i Quality
R. SINGH Merino i i Quality
DESIGN DIMENSIONS Century iv i i Quality
S. PATNAIK Delta iii i i Quality
SAMASTI BUILDER Delta iv i iv Quality
K. BEHERA Merino iii ii i Quality
A. MISHRA Century i v Service
S.M CONSULTANT Royal iii i ii Quality
M.S CONSULTANT Merino iv i i Supply
JAGANNATH PLYWOOD Merino iv ii ii Quality
B. PRADHAN Royal ii ii i Quality

46
M.SATAPATHY Green iv i i Quality
B.B. RATH Green iv i iii Quality
DURGA TIMBER Merino iii ii i Price
H.SUBUDHIRAY Green iv i i Quality
RUPANTER Royal ii i iii Quality
B.K.JENA Merino iv ii i Quality
J.K.PATRA Green ii ii iii Service
M.TRIPATHY Merino iv ii i Quality
DIVINE INTERIOR Green iv i ii Quality
P.MISHRA Royal iv ii i Supply
K.PANDA Century iv i ii Quality
S.MISHRA Century iv i i supply
JAYDURGA PLYWOOD Green iv i i Quality
S.PANDA Green iv ii iv Quality
A.MISHRA Merino iii ii i Quality
P.PRIYANKA Merino iv i i Price
A. RAUT Green ii ii iii Quality
KALINGA PLYWOOD Green iv i i Quality
S.B.ROY Royal ii ii iv Supply
S.K.BASU Green iv ii iii Supply
U.AGRAWAL Royal iv i i Quality
E.MITRA Green ii i i Quality
D.K.MUKHARJI Merino iv i i Supply
U.DEY Green iv ii i Quality
BEHERA PLYWOOD Merino ii i i Quality
S.DAM Merino ii ii i Price
DELUXE STEEL Green iv ii i Quality
P.G.DUTTA Merino iii i i Quality
D.AGRAWAL Royal iv iii i Quality
GLASS AND PLY Green iv i i Service
CENTRE
PANA PLYWOOD Merino iii ii iii Quality
NOBEL PLYHOUSE Century iv iii i Quality
J.SHRAMA Royal iv i i Quality
A.BASU Merino iv i i Quality
A.K.PRADHAN Delta iv iii i Quality
BALAJI PLY HOUSE Merino iv i iv Quality
DR.U.PANDA Green iv ii i Supply
K.JAISWAL Delta ii i i Service
N.MITRA Green iii i iv Quality
R. N.T ASSOCIATES Merino iv iii v Supply
S.CHOUDHURY Century iii iii i Quality
A.K.BISWAS Green iii i i Quality
K.D ENTERPRISES Delta iv ii i Quality

47
A.DEY Delta ii i i Quality
M.DEY Merino iii ii i Quality
B.MUKHARJI Century iv i i Quality
S.DASGUPTA Merino i i Quality
M.KAR Green iv i i Quality
A.GUPTA Century iii ii iii service
B.K.DAS Delta iv i i Quality
S.R.CHOUDHURY Green iv ii i Quality
T.K.MISHRA Century iv i i Quality
S.BASU Delta iv ii i Quality
R.M.SHARMA Century ii i i Price
S.KUMAR Green ii iii i Quality
A.KRISHNA Century iii i iii Quality
D.C.SAHA Merino iv ii i Service
S.K.AGRAWAL Green iv i i Quality
A.GHOSH Merino ii ii i Quality
A.K.GHOSH Century iv ii i Price
N.C.SAHA Green iv i iii Quality
R.R.BASU Green iv ii i Quality
D.DASH Century iv i i Service
M.DAS Green i iii Quality
A.PALIT Merino iv i iii Quality
B.MISHRA Green ii i i Quality

48
ANALYSIS
 In the question no. 1 we found that out of 100 respondents, 35 respondents have
chosen Green, 30 respondents have chosen Merino, 20 respondents have chosen
Century , 8 respondents have chosen Royal Touch, 5 respondents has chosen
Delta and 2 respondents have chosen Durian is the main market player of
laminates in Bhubaneswar. We found that Merino is placed in the 2nd rank.

 In the question no. 2 we found that almost all dealers, architects and interiors are
dealing construction projects. We found that respondents dealing with projects
more than two are 56, respondents dealing with two projects are 20, respondents
dealing with one projects are 19 and respondents having no construction projects
are 5. It indicates that there are a lot of construction projects in Bhubaneswar . So
a lot of scope is there for laminate companies.

 In the question no.3 we found that respondents dealing with commercial projects
are 52, residential projects are 35 and both are 8. Since most of the construction
projects are commercial and Laminates is a major component in commercial
projects, so there is a great scope for Laminates companies.

 In the question no. 5 we found that product quality plays vital role in choosing
laminates of a company. We found 62 respondents prefer product quality, 11
respondents prefer price, 12 respondents prefer service, 10 respondents prefer
supply and 5 respondents prefer offer is the factor for considering laminates of a
company.

 In the question no. 6 we have asked question about the core competencies of
Merino. We found 68 respondents said product quality, 14 respondents said
product price, 10 respondents said product service and 8 respondents said
product supply is the core competencies of Merino.

49
  After asking our corporate guide and some of the dealers about the major market
players of laminates we heard frequently the names like Green, Century , Merino,
Royal Touch , Delta etc and we framed a question in the questionnaire to know
who is the best one. So we asked the respondents to give rank to each one of the
brand. We selected the best five companies and asked the respondent to give rank.
(5 for most and 1 or least). We collected the data and manipulated it in the
following table.

NAME OF THE Century Delta Royal Merino Green

Laminat Touch Laminates
RESPONDENT/
es
ORGANIZATION
SANJEEB GURU 1 3 2 4 5
K.K SHUR 3 1 2 5 4
S. MOHANTY 3 2 1 4 5
SAI PLYWOOD 2 1 3 5 4
BHARAT PLYWOOD 1 2 4 3 5
NARULA GENERAL 3 1 2 4 5
STORE
JAYASHREE PLYWOOD 5 1 4 3 2
K.B.M CONSTRUCTION 3 4 1 2 5
B.CHAND 3 2 1 4 5
RAJDHANI PLYWOOD 1 2 3 5 4
G.D PLYWOOD 3 2 1 4 5
N. BISOYI 3 2 5 1 4
ATRIK BUILDER 2 3 1 4 5
S.S ROY 3 2 4 1 5
NATIONAL BUILDER 2 3 1 5 4
P. DAS 4 3 1 2 5
UTKAL PLYWOOD 3 4 1 2 5
S. NANDA 3 2 5 1 4
B. PRADHAN 3 2 1 5 4
TAURUS COMBINE 4 2 1 3 5
THE DESIGN 2 3 5 1 4
A. MISHRA 3 2 1 4 5
SBT PROPERTIES 5 3 1 2 4
M. MOHANTY 3 4 1 2 5
R. SINGH 3 2 1 5 4

50
DESIGN DIMENSIONS 1 2 4 3 5
S. PATNAIK 3 2 1 4 5
SAMASTI BUILDER 3 2 1 4 5
K. BEHERA 3 2 1 5 4
A. MISHRA 3 2 1 5 4
S.M CONSULTANT 3 2 1 4 5
M.S CONSULTANT 3 2 1 5 4
JAGANNATH PLYWOOD 3 2 1 5 4
B. PRADHAN 5 2 1 3 4
M.SATAPATHY 3 2 4 1 4
B.B. RATH 3 2 1 5 4
DURGA TIMBER 2 3 1 4 5
H.SUBUDHIRAY 3 2 1 4 5
RUPANTER 2 1 3 5 4
B.K.JENA 3 2 1 5 4
J.K.PATRA 3 1 2 4 5
M.TRIPATHY 2 3 1 4 5
DIVINE INTERIOR 3 1 2 5 4
P.MISHRA 4 2 1 3 5
K.PANDA 3 1 5 2 4
S.MISHRA 2 4 3 1 5
JAYDURGA PLYWOOD 1 3 2 4 5
S.PANDA 3 1 2 4 5
A.MISHRA 2 1 3 5 4
P.PRIYANKA 3 1 2 4 5
A. RAUT 5 1 2 3 4
KALINGA PLYWOOD 3 1 2 4 5
S.B.ROY 4 3 1 2 5
S.K.BASU 1 2 3 4 5
U.AGRAWAL 3 1 2 4 5
E.MITRA 3 1 2 5 4
D.K.MUKHARJI 3 1 2 4 5
U.DEY 3 1 4 2 5
BEHERA PLYWOOD 1 3 2 5 4
S.DAM 3 2 4 1 5
DELUXE STEEL 1 2 4 3 5
P.G.DUTTA 3 2 1 4 5
D.AGRAWAL 3 2 4 5 1
GLASS AND PLY 2 3 4 1 5
CENTRE
PANA PLYWOOD 2 1 4 5 3
NOBEL PLYHOUSE 3 5 2 4 1
J.SHRAMA 5 3 4 1 2
A.BASU 3 4 2 1 5

51
A.K.PRADHAN 2 3 4 5 1
BALAJI PLY HOUSE 3 1 2 4 5
DR.U.PANDA 3 2 1 4 5
K.JAISWAL 1 2 3 5 4
N.MITRA 3 2 1 4 5
R. N.T ASSOCIATES 3 1 4 5 2
S.CHOUDHURY 2 1 4 3 5
A.K.BISWAS 1 2 3 4 5
K.D ENTERPRISES 3 4 5 1 2
A.DEY 3 2 4 1 5
M.DEY 1 3 4 5 2
B.MUKHARJI 3 5 4 1 2
S.DASGUPTA 3 1 4 5 2
M.KAR 2 4 5 3 1
A.GUPTA 5 3 4 1 2
B.K.DAS 3 2 1 4 5
S.R.CHOUDHURY 3 5 1 4 2
T.K.MISHRA 3 1 4 5 2
S.BASU 1 2 3 4 5
R.M.SHARMA 3 2 1 4 5
S.KUMAR 3 5 4 2 1
A.KRISHNA 1 4 3 2 5
D.C.SAHA 3 1 2 4 5
S.K.AGRAWAL 3 2 4 1 5
A.GHOSH 3 5 4 1 2
A.K.GHOSH 5 3 2 4 1
N.C.SAHA 1 4 5 3 2
R.R.BASU 3 2 4 1 5
D.DASH 1 3 5 4 2
M.DAS 3 2 4 1 5
A.PALIT 5 4 2 3 1
B.MISHRA 3 2 4 1 5

BRAND/ Century Delta Royal Touch Merino Green

Laminates Laminates
RANK

52
1 15 24 35 19 7
2 14 43 20 10 13
3 59 18 10 12 1
4 4 10 27 34 25
5 8 5 8 25 54

N = 5 ( N = no. of Brands)
According to the formula:
100/ 2*N = 100/2*5 =10
100 – (2*10) = 80
No. of brands equal to 5. So no. of interval = 5 -1 = 4
Each interval equal to 80/4 = 20

10 30 50 70 90

RANK PROPORTION Z VALUE

1 .10 -1.28
2 .30 -0.53
3 .50 0
4 .70 0.53
5 .90 1.28

53
Weighted average of Century = 15*(-1.28)+14*(-0.53)+59*0+4*0.53+8*1.28
100
= -0.1426

Weighted average of Delta = 24*(-1.28)+43*(-0.53)+18*0+10*0.53+5*1.28

100

= -0.4181

Weighted average of Royal Touch = 35*(-1.28)+20*(-0.53)+10*0 +27*0.53+8*1.28

100

= -0.3085

Weighted average of Merino = 19*(-1.28)+10*(-0.53)+12*0+34*0.53+25(1.28)

100

= 0.204

Weighted average of Green = 7*(-1.28)+13(-0.53)+1*0+25*0.53+54(1.28)

100

= 0.6652

To get all positive numbers we can add 0.4181 to each numbers as follows

Weighted average of Century = -0.1426+0.4181 = 0.2719

Weighted average of Delta = -0.4181+0.4181 = 0

Weighted average of Royal Touch = -0.3085+0.4181 = 0.1096

Weighted average of Merino = 0.204+0.4181 = 0.6221

Weighted average of Green = 0.6652+ 0.4181= 1.0833

54
 Delta Royal Century Merino Green
5th 4th 3rd 2nd 1st

0 0.5 1

From the above calculation using Rank order scaling we found that Green is the
best laminates company and the 2nd best company is Merino. So theer are lot of scope
for Merino in the area of Bhubaneswar for its business since most of the architects ,
interiors and dealers prefer it.

GRAPHICAL REPRESENTION OF DATA

1. According to you who is the main market player of laminates in Bhubaneswar?

Green Delta Royal touch Merino Century Durian

35 05 08 30 20 02
Green
Century Durian
Green Delta
Royal touch
Merino
Delta
Merino Century
Royal touch Durian
55
 40

35

30

25
Series1
20
Series2
15

10

0
1 2 3 4 5 6 7

In this question we asked the respondents to mention one name. From the above
chart we come to know that architects, interiors and dealers of BBSR are preferring
Green (35%) and next Merino (30%). 20% architects, interiors and dealers are preferring
to use Century. Only 8% , 5% and 2% of architects, interiors and dealers are preferring
to use Royal Touch, Delta and Durian Respectively. So Merino has a lot of opportunity
to become the No.1 Laminates company as it is the second largest Laminates company in
Bhubaneswar.

56
2. How many construction projects are you dealing with right now?
i) Zero ii) One iii) Two iv) more than two

ZERO ONE TWO MORE THAN TWO

5 19 20 56

Zero
One Zero
One
More than Two
two Two More than two

In the above question we asked the respondents that how many projects they are dealing
with right now and we found that all are having projects except 5 respondents. It shows
that in Bhubaneswar there are a lot of scope for Laminates companies.

3. Are they ? i)commercial ii) residential iii) both

COMMERCIAL RESIDENTIAL BOTH

52 35 8

Both
Commercial
Residential
Residential Commercial
Both

57
 60

50

40

30 Series1

20

10

0
COMM RESI BOTH

In the third question we asked the respondents that whether the construction
projects are commercial, residential or both. And we found out of 95 respondents(5
respondents having no projects) 52 respondents are concern with commercial projects, 35
respondents are concern with residential projects and only 8 respondents are concern with
both residential as well as commercial projects. It shows that most of the projects are
commercial and basically laminates are used in commercial projects. So there is a great

58
opportunity for Laminates companies. Some of the upcoming projects in Bhubaneswar
are IIT , ICFAI University etc..
Q 5. What factor would you consider most while choosing laminates of a company?
i)product quality
ii)price
iii)service quality
iv)supply of product
v)special offers and discounts

QUALITY
PRICE
SERVICE
OFFER
SUPPLY

70

60

50

40
Series1
30

20

10

0
QUALITY PRICE SERVICE OFFER SUPPLY
In the question no.5 we asked the respondents that what possible factor would you
consider while choosing laminates of a ccompany. And we found that among 100

59
 respondents, we found 62 respondents prefer product quality, 11 respondents prefer
price, 12 respondents prefer service, 10 respondents prefer supply and 5 respondents
prefer offer is the factor for considering laminates of a company.

Q 6 What according to you is the core competencies does the laminates of Merino
has?( Mention only one criteria)

QUALITY PRICE SERVICE SUPPLY

68 14 10 8
.

Supply
Service
Quality
Price
Price Service
Quality Supply

60
 80

70

60

50

40 Series1

30

20

10

0
QUALITY PRICE SERVICE SUPPLY

In the question no. 6 we have asked question about the core competencies of
Merino. We found 68 respondents said product quality, 14 respondents said product
price, 10 respondents said product service and 8 respondents said product supply is the
core competencies of Merino.

As most of the respondents said quality is the parameter for choosing laminates of
a company and we found in the question no.6 that quality is the core competencies of
Merino, so there is a lot of scope for Merino for the upcoming construction

61
SWOT ANALYSIS OF MERINO
SWOT analysis stand for strength, weakness, opportunity and threat of any
company. Generally SWOT analysis is done in order to identify the core competency and
find the weakness of a company. It is also done in order to identify its future prospect and
threats that the company is likely to face in future. SWOT analysis framework has gained
widespread acceptance because it is both simple and powerful too for marketing strategy
development.

STRENGTH
The main strength of merino laminates rise in its QUALITY. Through this market
survey al most all said that the product quality of Merino is unbeatable and no
comparison can be done in terms of quality. Through the survey we came to know that
people like this product because of its quality. Many interiors suggest this product

62
because of its quality. Hence it can be said that the core competency of Merino’s
laminates is its quality

The other strength that we noticed among the few clients is that its BRAND
NAME. the brand name also plays an important factor in increasing the company sales
figure. So it can be said that the Brand name of Merino is still there and plays an
important role in increasing sales figure.
WEAKNESS
Through this market survey we came to know about the main weakness of
Merino lies is that the PRICE of the product which relatively higher compare to other
products that are available in the market.
Secondly the supply of the product is not at all on time. Any customers loose their
faith when they do not get the product on time.
Thirdly it is said by the clients that many customers are not aware of the product
because lack of ADVERTISEMENT and PROMOTIONAL ACTIVITIES. They even
said that many customers do not know that there is any brand named Merino, because of
nil advertisement and sales promotion activities. We also come to know that they do not
have the latest SHADE-CARD with them to show the customer and so many existing
customers of Merino switch over to other company products. They also say that the
marketing and the sales team of Merino is inefficient and ignoring the fact.
OPPORTUNITY
While doing this survey we came across various future opportunities that Merino
must act upon so as to hold the market position. These are, firstly REDUCE THE
RATES upto some extents so that each customer can once think of the product before
switching over to other products.

Secondly, the SUPPLY of the product must be done on time so that the customer
do not lose faith from the company and do not go for other company’s product.

Thirdly , each dealer and interior must be given the latest SHADE-CARD so that
they can show the products to the customers that are available in he market. And finally

63
the sales team must take make a VISIT to the clients (interiors, dealers and architect)
once so that they can be aware about the problems that the clients face in the sale of the
product.
ADVERTISEMENT is also one of the main factor in which the company must look upon
so as to increase the sales rate and make the customers aware about the product.
THREAT
The various threats that the company is likely to face in future is due to large
number of COMPITITORS. If the company doesn’t account for the future opportunities
that are mentioned above, then it is quite impossible that the company will lose its
customers and in fact lose the market share. Many of the of the existing customers of
Merino are switching over to the other companies product which is one of the greatest
threat that the company is likely to face in the future.

Long existing DESIGN and VARIETY of product is also one of the threats that
the company is likely to face in future course of time.

FACTORS DILUTING MERINO’S BRAND NAME

While doing this survey we noticed that there are some factors which dilute the
brand name of merino. Although the brand name of merino is one of its core strength,
still there are some factors which make the brand name weaker ad weaker. Merino must
look upon the fact to hold the brand name or brand value in the market.

The factors are as follows:-

1.COMPETITORS:
Due to large number of competitors that exist in the market, the brand name of
merino is getting diluted. This is one of the important factor for which the brand name
gets thinner and thinner.

64
2.PRICE OF PRODUCT
The price of product of merino is relatively higher than that of other companies’
product. Many customers get diverted to other companies’ product due to the price
factor. It is said by almost all the dealers and interiors that merino must reduce the price
so as to capture the market.
3.SUPPLY OF PRODUCT:
As complained by almost all clients that the supply of merino products is not on
time or not available all the time, is also one of the big reasons for the dilution of its
brand name. The set- card is also not available with them to show the customers about
the products available in the market ,so for this reason the customers are bound to switch
over to other products of different company. Sometimes it also happens that the products
that are in set-card are not available at that time with the company.
4.ADVERTISEMENT:
Advertisement or promotional activities is one of the most important factors for
maintaining the brand image in the minds of the customer. The advertisement of merino
is very weak compared to others companies, so many people are not aware about its
updating products that exist in the market. Some people do not even know about the
brand name merino that exists in the market, this is one of the main reason for making the
brand name weaker.

RECOMMENDATIONS AND SUGGESTIONS

Here are the few recommendation and suggestion for uplifting and increasing the
market share of merino.

 PROMOTIONAL ACTIVITIES:
Promotional activities must be done in full form so that people gets aware of the
products that are newly launched and that are already in the market. Promotional
activities like advertisement in electronic media, hoardings etc. must be done in

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regular basis so that people know about the product and must think before
switching over to other products.
 REDUCE PRICE:
The price of the product must be reduced up to some extent as compared to others.
Products of other companies are available in the market at cheaper rates as
compared to merino. Many customers now do not see the quality before buying
rather see the price and go for the product. So it is advisable to reduce the price so
that people think of merino before going for other company.
 SUPPLY:
The supply of product must be done on time, so that people do not lose their faith. It
must also be taken into account that the product must be available all the time
according to the set-card. The supply department of merino is very weak, and better
care must be taken so that customers do not go for other product.
 REGULAR VISIT:
The sales team must visit its clients on the regular basis so that they can know the
problems that the clients face while selling the products and also for updating them
for the new as well as the existing products in the market. They must facilitate the
clients with the set-card so that they can show the catalogue to the customers and

sell the products. The marketing and the sales team must be active and must not
ignore these facts.
 DESIGN and VARIETY:
Merino must increase its variety as well as design of the products, so that people
gets new taste and don’t go for the other product. Now the people wants change and
gets attracted towards new variety of products which will help to increase its market
share.

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CONCLUSION

In the entire period of two months we had learned many things related to
laminates market, customer behavior and moreover the working procedure of merino
industries. This summer internship program helped us a lot to brush up our inherit skill as
well as to improve the areas where we lagged. After come out from this procedure, now
we are having a database of good clients and have relationship with our clients. Not only
that we had got many opportunities in this industry to hand on with the marketing
practices. I also got a practical exposure of the marketing world which will help me a lot
in my future studies. We got an entire knowledge about the various marketing strategies
and polices that are followed in the market.

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 We learnt to communicate with the business bodies and customers and various
marketing channels that are common to almost all industries. We got a sound knowledge
about the various hierarchy positions that is being followed in this organization. Got a
chance to observe how the employees work together and how the demand changes
segment by segment.

BIBILOGRAPHY

• Business research methods- Bryman & Bell, Edition- 2nd edition, Publisher-
OXFORD University press.
• Marketing Management- Philip Kotlor, Edition-12th edition, Publisher- Prentice
Hall of India (p) Ltd
• Marketing Management- Rajan Saxena, Edition-4th edition, Publisher- Tata
McGraw-Hill Education Private Limited.
• Research Methodology- C.R Kothari, Edition-2004, reprint 2006
Publisher – New Age International (P) Ltd, publishers

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 www.merinoindia.com
 www.merinolam.com
 www.google.com
 www.dazzleyellopages.com

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 - Consumer Survey Questionnaires

QUESTIONNAIRE.

Declaration: It is purely for academic purposes and the data given will not be
passed to anyone. I request you to kindly fill up the form. Thank you.

NAME OF THE BUILDER/ ARCHITECT/ INTERIOR-

Address-

Phone-
Email Id-

3. According to you who is the main market player of laminates in Bhubaneswar?

(Mention only one name)

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4. How many construction projects are you dealing with right now?
i) Zero ii) One iii) Two iv) more than two

5. Are they ? i)commercial ii) residential iii) both

6. How would you rank these brands ( 5 for Most and 1
for least)?

i)Merino ii) Century iii)Greenply iv) royal v) Delta

7. What factor would you consider most while choosing laminates of a ccompany?
i)product quality
ii)price
iii)service quality
iv)supply of product
v)special offers and discounts

8. What according to you is the core competencies does the laminates of Merino
has?( Mention only one criteria)

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7. What are the limitations do you notice in the laminates of Merino that other do
not possess?

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9. What suggestions would you like to recommend for Merino Group.

Signature: Date:

Thank you for Your Cooperation

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