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MARKETING MIX
DECLARATION
I, Mr. MALLAPPA.H.HOSUR the undersigned with RCU Examination

Reg No-MB162018, hereby declare that the Project Report entitled A
study on Marketing mix strategies used for sadanand pipes at sadanand pvc
pvt ltd has been prepared by me under the supervision and guidance of
Prof. Ashok utagi faculty member of B.V.V.Sangha’s Institute of
Management studies Bagalkot. The report is submitted to Rani
Channamma University, Belagavi in partial fulfillment of the university
rules and regulations for the award of the degree of Master of Business
Administration in Marketing specialization.
I further declare that this report is based on the original report undertaken
by me and has not formed a basis for the award of any other
Degree/Diploma of RCU or any other University.
BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 1

MARKETING MIX
ACKNOWLEDGEMENT
I take this opportunity to express my sincere and gratitude towards Mr.VIRUPAX

TIMMAPUR” A STUDY ON MARKETING MIX STRATEGIES USED FOR
SADANAND PIPES AT SADANAND PVC PVT LTD SIDDAPUR, for giving me
the opportunity to complete my training at SADANAND PVC PVT LTD. his
contribution has been outstanding, in regards to invaluable advice on all aspects of the
project. He stood as an embodiment of inspiration during my entire project within the
company. I am also thankful to him for showing confidence in me and providing this
opportunity.
I also express my gratitude to faculty Mentor, Prof. Ashok Utagi and faculty of
management, under whose guidance I completed this project. He imparted his
knowledge and guidance to me in field of marketing and his support throughout my
project completion. His guidance and active support has made it possible to complete
the assignment.
I would also like to express my thanks to Director Dr. R.G Allagi, Principal, Center of
corporate BIMs Bagalkot for giving me an opportunity to gain practical knowledge
about corporate working through this project.
Lastly special thanks to my family members for being extremely supportive during my
training period.

MARKETING MIX
INTRODUCTION
Man, has worked hard from the earliest times to develop synthetic materials Alchemists
tried to develop new materials which would offer benefits not found in the natural
products around him. PVC is one of the oldest synthetic materials with the longest
history in industrial production. Its early history is of multiple and accidental discovery
in different places at different times as well as unsuccessful quests for commercial
application.
Henry Victor Renault discovered PVC Early researchers accidentally discovered PVC
on at least two occasions in the 19th century. The first, in 1838, was by the French
physicist and chemist Henri Victor Renault and the second in 1872 by the German
Eugen Baumann. On both occasions, the polymer appeared as a white solid inside flasks
of the newly discovered vinyl chloride gas that had been left exposed to sunlight. The
material was difficult to work with and no one mastered the challenge of commercial
applications.
In 1913, German inventor Friedrich Heinrich August Klatte took out a patent on PVC.
His method used polymerization of vinyl chloride with sunlight. The most significant
breakthrough occurred in the United States when the company BF Goodrich hired the
industrial scientist Waldo Semen to develop a synthetic replacement for the
increasingly costly natural rubber. His experiments again produced polyvinyl chloride.
However, the material was threatened by the recession in the 1920s and it was under
threat of abandonment that Semen conceived the idea of PVC as a water resistant
coating for fabrics. Sales took off quickly with a rapidly expanding product range.
Demand accelerated again during the Second World War, when PVC quickly replaced
traditional material to insulate wiring on military ships.

MARKETING MIX
During the 1950's many more companies started to produce PVC and volumes
increased dramatically around the world. Developers quickly found further, innovative
uses through the decade and refined methods to enhance durability, opening the door
to applications in the building trades. By the middle of the 20th century, five companies
were producing PVC, and ground-breaking uses for PVC, or ‘vinyl’ as it is also known,
continued to be found during the 1960s. A vinyl-based latex was used on inflatable
structures and fabric coatings, and at the same time, methods for improving PVC's
durability were developed, allowing applications in the building industry.
PVC products rapidly became essential to the construction industry; the plastic's
resistance to light, chemicals and corrosion made it the best option for building
applications. Improvement made to the materials’ resistance to extreme temperatures,
allowed for PVC to be transporting water to thousands of homes and industries. By the
1980s, twenty companies were producing PVC. Today, PVC is the third largest-selling
commodity plastic in the world after polyethylene and polypropylene. PVC's low cost,
excellent durability and process ability, make it the material of choice for dozens of
industries such as health care, IT, transport, textiles and construction.

MARKETING MIX
Background of study
Importance of the study: -
1) It helps in a clean mix creation – Your marketing mix should have all the P’s
compatible with each other. The price should be compatible with the placement of the
product. The product should be compatible with the promotions. In general, all the P’s
are intrinsically linked to each other.
As a result, when you are making a marketing mix, it becomes a chain of strong bonds.
And these bonds then guide you forward in making the chain longer. Whenever you are
considering adding a new feature or changing existing things, you have to look at the
overall picture, which helps in creating a clean marketing mix for the product.
2) Marketing mix helps in New product development – While designing an existing

product, there are any number of ideas which can come up for a related product that can
be designed by the company. The pricing, place and promotions might be different for
such a product. Nonetheless, it can be classified as a new product and hence while
designing the marketing mix, the company can come up with good ideas for NPD as
well.
3) Marketing mix helps increase the product portfolio – Whenever you want to
increase the product depth or product line and length, you have to make minor changes
to the product. In essence, You are making minor changes in the marketing mix itself.
You are making changes to the product features, to its pricing and possible to its
promotions. As a result, by altering the marketing mix and certain features within it,
you can end up with an enlarged product portfolio.
4) It is a guide to improve a business – Physical evidence was an important P in the

service marketing mix. If a restaurant or an interior design business realises its
important, then naturally they can act on it and improve the physical evidence of their
business thereby bringing in more business.

MARKETING MIX
The importance of marketing mix is evident in more than a single P. People and process
are important to the organization too and optimizing both can improve the overall
working of the organization. Hence, marketing mix is an excellent guide if someone
wants to improve their business and is doing gap analysis.
5) It helps in differentiation – When you analyse the marketing mix of Competitors,

there are many different ways that you can differentiate yourself from the competitor.
The competitor might have poor promotions and by analysing them, you can create
better promotions of your own product.
The competitor might have poor placement of products or he might have the wrong
process or the wrong people in place. All this can be improved upon giving you a better
marketing mix and therefore a competitive advantage in the market.
6) Finally, it helps you in being dynamic – A company which is well prepared is also
prepared when disaster strikes. During recession or during a poor business environment,
a company should be ready to respond. At such times, the company needs to be dynamic
in nature. Such a company needs to understand its product, processes, people,
promotions and all other P’s better. If it understands them, it will respond with a better
agility.
Thus, there are many ways that marketing mix may be important to an organization.
The best part is, analysing and understanding the marketing mix is not a lengthy
procedure and the ROI on the time spent is much higher.

MARKETING MIX
OBJECTIVES OF THE STUDY
 To understand the marketing mix strategies or techniques of company.

 To know the quality of product, compare to other companies
 To understand the marketing channels of company to use right channel
strategy.
 To understand price sensitivity for Sadanand PVC pipes.
 To know about the effect of price negotiations in PVC pipes.
 To know about the brand performance.
 To know the effect of sales promotions tools used by Sadanand PVC
Pvt Ltd.
 To find out the best promotional tool preferred by the retailers.

MARKETING MIX
THEORETICAL PERSPECTIVE
Meaning of Marketing Mix
The set of controllable tactical marketing tools-product, price, place and promotion
that the firm blends to produce the response it wants in the target market.
PRODUCT
Anything that can be offered to a market for attention, acquisition, use, or

consumption that might satisfy a want or need.
Types in product
I. Consumer products
II. Industrial products
CONSUMER PRODUCTS
Consumer products are those products which are bought by final consumer for
personal consumption
Types of consumer products
1. CONVENIENCE PRODUCTS
These are the consumer products that the consumer usually buys frequently,
immediately, and with minimum of comparison and buying effort
Ex: Toothpaste
2. SHOPPING PRODUCTS
Consumer goods that the customer, in the process of selection and purchase,
characteristically compares on such bases as suitability, quality, price, and
style
Ex: Furniture
3. SPECIALITY PRODUCTS
Consumer product with unique characteristics or brand identification for
which a significant group of buyers is willing to make a special purchase
effort
Ex: Rolex watches

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4. UNSOUGHT PRODUCTS
Consumer product that the consumer either does not know about or knows
about but does not normally think of buying
Ex: Life insurance
INDUSTRIAL PRODUCTS
Product bought by individuals and organization for further processing or for use in
conducting a business
Ex: Manufactured materials and parts consist of component materials (iron, yarn,
cement, wires) and component parts (small motors, tires, castings)
PRICE
The amount of money charged for a product or service or sums of the values that
consumers exchange for the benefits of having or using the product or services.
Methods of setting the prices
Value-based pricing
Setting prices based on buyers perception of values rather than on the seller’s cost.
Here Price is considered along with the other marketing mix variables before the
marketing program is set.
Cost-based pricing
Setting prices based on the costs for producing distributing and selling the product
plus a fair rate of return for effort and risk.
Different costs are
 Fixed cost
 Variable cost
 Total cost

MARKETING MIX
Value-added pricing
Attaching value-added pricing features and services to differentiate a company’s

offers and support charging higher prices.
Good-value pricing
Offering right combination of quality and goods service at fair price
Cost-plus pricing
Adding a standard mark-up to the cost of the product. Construction companies for
example submit job bids by estimating the total project cost and adding a standard
mark-up for profit.
Break-even pricing
Setting prices to break even on the costs of making and marketing a product; or
setting prices to make a target profit.
New product pricing strategies
Pricing strategies usually change as the product passes through its life cycle.
The new product pricing strategies are
1) Market-Skimming pricing
Setting a high price for a new product to skim maximum revenues layer by layer
from the segments willing to pay the high price; the company makes fewer but
more profitable sales.
2) Market-penetration pricing
Setting low price for a new product in order to attach a large number of and a
large market share
Product mix marketing strategies
The strategies for setting a products price is often changed when the product is
part of product mix.

MARKETING MIX
 Product line pricing

Setting the price steps between various products in product line based on cost
differences between the products, customer evaluations of different features
and competitor’s prices.
 Optional-product pricing
The pricing of optional or accessory products along with a main product
 Captive product pricing
Setting a price for products that must be used along with main product, such as
blades for razor and films for camera.
 By product pricing
Setting price for by-products in order to make the main product’s price more
competitive
 Product bundle pricing
Combining several products and offering a bundle at a reduced price.
 Discount
A straight reduction in price on purchases during a stated period of time

MARKETING MIX
PLACE
Place refers to the selection of a mix of different types of distribution channels for
transmitting the goods from producer to the final customer.
Distribution channel
A set of interdependent organizations that help make a product or service available for
use or consumption by the consumer or business user.
The functions of distribution channel
 Information: gathering and distributing marketing research and intelligence

information about actors and forces in the marketing environment needed for
planning aiding exchange.
 Promotion: Developing and spreading persuasive communication about an
offer.
 Contact: Finding and communicating with prospective buyers.
 Matching: Shaping and fitting the offer to the buyer’s needs, including
activities such as manufacturing, grading, assembling and packaging.
 Negotiation: Reaching an agreement on price and other terms of the offer so
that ownership or possession can be transferred.
 Financing: Acquiring and using funds to cover the costs of the channel work.
Types of distribution channel
I. Direct marketing channel

Direct marketing channel has no intermediary levels. Here the products are
marketed directly to the customers. Under direct channel of distribution, the
manufacture can adopt one of the following methods of selling
 Selling at manufacturer plant
 Door to door sales
 Sales by mail order method
 Sales by opening own shops

MARKETING MIX
II. Indirect marketing channel

It is a channel of containing one or more intermediary levels. It means
distribution of goods through middle man or intermediaries
Consumer marketing channels
Producer Producer Producer
Wholesaler
Retailer Retailer
Consumer Consumer Consumer
Channel 1 Channel 2 Channel 3

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III. Multichannel distribution system

A distribution system in which a single firm sets up two or more marketing
channels to reach one or more customer segments.
Producer
Distributors
Retailers Dealers
Consumer Consumer Business Business

Segment 1 segment 2 segment 1 segment 2
RETAILING
All activities involved in selling products or services directly to final consumers for
their personal, non-business use. Many institutions –manufactures wholesalers, and
retailers – do retailing.
RETAILER
A business whose sales come primarily from retailing. Most of the retailing is done by
the retailer.
Types of retailers
 Specialty stores
A retail store that carries a narrow product line with a deep assortment within
that line
Ex: Furniture store

MARKETING MIX
 Department store
A retail organization that carries a wide variety of product lines-each line is
operated as a separate department managed by specialist buyers or
merchandise.
Ex: Big bazaar
 Super market
Large, low-cost, low-margin, high-volume, self-service store that carries a
wide variety of grocery and house hold products.
Ex: Food bazaar
 Convenience store
A small store, located near a residential area, that is open long hours seven
days a week and carries a limited line of high-turnover convenience goods.
Ex: Kiraana store
 Super store
A store much larger than a regular super market that offers a large assortment
of routinely purchased food products, non-food items, and services.
Ex; super mart centre
 Discount store
A retail operation that sells standard merchandise at lower prices by excepting
lower margins and selling at higher volumes.
Ex: Wal-Mart
 Factory outlet
Off-price retailing operation that is owned and operated by a manufacturer that
normally carries the manufactures surplus, discontinued, or irregular goods.
Ex:
WHOLESALING
All activities involved in selling goods and services to those buying for resale or
business use.
WHOLESALER
A firm engaged primarily in wholesaling activities. Wholesalers by mostly from

producers and sell mostly to retailers, industrial consumers, and other wholesalers.

MARKETING MIX
Advantages wholesaler
 Selling and promoting: Wholesalers sales forces help manufacturers reach

many small customers at a low cost. The wholesaler has more contacts and is
often more trusted by the buyer than the distant manufacture.
 Buying and assortment building: wholesalers can select items and build
assortments needed by their customers, thereby saving the consumers much
work.
 Bulk-breaking: wholesalers save their customers money by buying in carload
lots and breaking bulk.
 Warehousing: wholesalers hold inventories, thereby reducing the inventories
costs and risks of suppliers and customers.
 Transportation: wholesalers can provide quicker delivery to buyers because
they are closer than the producers.
 Financing: wholesalers finance their customers by giving credit, and they
finance their suppliers by ordering early and paying bills on time.
 Risk bearing; wholesalers absorb risk by taking title and bearing the cost of
theft, damage spoilage, and obsolescence.
 Market information: wholesalers give information to suppliers and
customers about competitors, new products, and price developments.
 Management services and advice: wholesalers often help retailers train their
sales-clerks, improve store layouts and displays, and setup accounting and
inventory control system.
Types of wholesalers
Wholesalers fall into three major groups
1) Merchant wholesalers: independently owned business that takes title to the

merchandise it handles.
2) Broker: a wholesaler who does not take title to goods and whose function is
to bring buyers and sellers together and assist in negotiation.
3) Agent: a wholesaler who represents buyers or sellers on a relatively
permanent basis, performs only a few functions, and does not take title to
goods.

MARKETING MIX
PROMOTION
Promotion is a communication process by which the producers of the products or

services draw attention of the consumers or prospective consumers towards their
products and services.
Characteristics of promotion
 Constant activity: marketing communication is a constant activity. It is a

universal and essential feature of human expression and organization.
 Information transaction: marketing communication is concerned with

sending and receiving knowledge, ideas, facts, figures, goals, emotions and
value. it is a ceaseless activity of all human beings, and therefore also of all
human organizations.
 Differentiating act: marketing communication try to exclude competing

products from consumer decision-making by making promoted product more
attractive and a closer match to their needs.
 Reminding act: marketing communication ensures that when options for

consumption are being assessed, promoted product is included. Reminding
nature of marketing communication assumes that the target market has
already been persuaded of the goods or service’s merits.
 Informing act: providing data into the consumer’s mindful and appreciative
thought process to ensure that promoted product is considered as an
attractive option in consumption.
 Persuading act: effort to induce desired favourable behaviour from the

consumer. Persuasion normally becomes the main promotion goal when the
product enters the growth stage of life cycle.
 Human skill: marketing communication is also a human skill, so it is

concerned with the state of mind of the communicator, and with the state of
mind of the person intended to receive the communication.
 Marketing tool: marketing communication is more than a marketing tool.

So, in one sense, communication can be viewed as neutral and

MARKETING MIX
compassionate, a form of human interaction with helps society and the

organization within it to work well, and which can only benefit those who
take part in it.
 Costumer oriented: promotion activities are performed by the manufacture.

It is responsibility of the producer to get information about consumers and
prospective consumers so that the necessary product may be served to meet
their demands.
Promotion mix
The specific blend of advertising, sales promotion, public relations, personal selling,
and direct-marketing tools that the company uses to persuasively communicate
costumer value and build costumer relationship.
Major promotion tools
 Advertising: any paid form of non-personal presentation and promotion of

ideas, goods or services by an identified sponsor.
 Sales promotion: short-term incentives to encourage the purchase or sale of a
product or service.
 Public relations: building good relations with the company’s various publics
by obtaining favourable publicity, building of a good “corporate image,” and
handling or heading of unfavourable rumours, stories, and events.
 Personal selling: personal presentation by the firm’s sales forms for the
purpose making sales and building costumer relationships.
 Direct marketing: direct connections with carefully targeted individual
consumers to both obtain and immediate response and cultivate lasting
costumer relationship

MARKETING MIX
INTEGRATED MARKETING COMMUNICATIONS (IMC)
Carefully integrating and coordinating the company’s many communications channels

to deliver a clear, consistent, and compiling massage about the organization and its
products.
IMC calls for recognizing all contact points where the costumer may encounter the
company and its brands. Each brand contact will deliver a massage, whether good,
bad, or indifferent. The company wants to deliver a consistent and positive massage
with each contact IMC leads to a total marketing communication strategy aimed at
building strong customer relationships by showing how the company and its products
can help costumers solve their problems.
IMC ties together all the company’s massage and images. The company’s television
and print advertisements have the same massage, look and feel has its E-mail and
personal selling communication.
Carefully blended mix of promotion
Advertising
Sales promoti Personal selli

on ng
Consistent,
clear company
and brand
massages
Direct market Public relatio

ing n

MARKETING MIX
CHOOSING MEDIA
The communicator must now select channels of communication. There are two broad
types of communication channels
I. Personal communication channels

Channels through which two or more people communicate directly with each
other, including face to face, on the phone, through mail or E-mail, or even
through an internet “chat”.
Personal communication channels are effective because they allow for
personal addressing and feedback. Some personal communication channels are
controlled directly by the company.
Ex: company sales people contact target buyers. But other personal
communications about the product may reach buyers through channels not
directly controlled by the company.
 Word of mouth influence: Personal communication about a product
between target buyers and neighbours, friends, family members, and
associates.
Personal influence carries great weight for products that are expensive,
risky, or highly visible.
 Buzz marketing: Cultivating opinion leaders and getting them to
spread information about a product or service to others in their
communities.
Companies can take steps to put personal communication channels to
work for them.
Ex: they can create opinion leaders for their brands-people whose
opinions are sought by others- by supplying influencers with the
product on attractive terms are by educating them so that they can
inform others.
II. Non-personal communication channels

Media that carry massages without personal contact or feedback, including
major media, atmospheres, and events.
Ex: Public relations departments arrange press conferences, grand openings,
shows and exhibits, public tours, and other events.

MARKETING MIX
Non-personal communication effects buyer directly. In addition, using mass

media often affects buyers indirectly causing more personal communication.
The nature of each promotion tool
Each promotion tool has unique characteristics and costs. Marketers must understand
these characteristics in shaping the promotion mix.
a) ADVERTISING: It can reach masses of geographically dispersed buyers at a

low cost per exposure, and it enables the seller to repeat a massage many
times.
Ex: Television advertising can reach huge audiences.
Advertising also has some shortcomings. Although it reaches many people
quickly, advertising is impersonal and cannot be as directly persuasive as can
company sales people. For the most part, advertising can carry on only a one-
way communication with the audience and the audience does not feel that it
has pay attention or respond. In addition, advertising can be very costly.
Although some advertising forms, such as newspaper and radio advertising,
can be done on smaller budgets, other forms, such as network TV advertising,
require vary large budgets.
b) PERSONAL SELLING:
Personal selling is the most effective tool at certain stages of the buying
process, particularly in building up buyers’ preferences, convictions, and
actions. It involves personal interaction between two or more people, so each
person can observe the others needs and characteristics and make quick
adjustments.
An effective sales person keeps the customer’s interest at heart in order to
build a long-term relationship by solving customer problems.
c) SALES PROMOTION:
Sales promotion includes a wide assortment of tools-coupons, contents, cents-
off deals premiums, and other all of which have many unique qualities. Sales
promotion invite and reward quick response-whereas advertising says, “Buy
our product,” sales promotion says, “Buy it now.”

MARKETING MIX
d) PUBLIC RELATIONS
Public relations is very believable-news stories, features, sponsorships and
events seem more real and believable to readers than ads do. Public relations
can also reach many prospects who avoid sales people and advertisements- the
massage gets to the buyers as “news” rather than as a sales-directed
communication. And, as with advertising, public relations can dramatize a
company or product. Marketers tend to underuse public relations or to use it as
an afterthought.
e) DIRECT MARKETING
Although there are many forms of direct marketing- direct mail and catalogs,
telephone marketing, online marketing, and others-they all share four
distinctive characteristics. Direct marketing is interactive; it allows a dialogue
between the marketing team and the customer, and massages can be altered
depending on the consumer’s response. Thus, direct marketing is well suited
to highly targeted marketing efforts and to building one-to-one customer
relationships.

MARKETING MIX
Promotion mix strategies
Marketers can choose from two basic promotion mix strategies there are
 Push strategy
A promotion strategy that calls for using the sales force and trade promotion to
push the product through channels. The producer promotes the product to
channel members to induce them to carry the product and to promote it to final
consumers.
Producer marketing Reseller marketing
activities activities
Producer Retailers and Consumers

Wholesalers
 Pull strategy
A promotion strategy that calls for spending a lot on advertising and consumer
promotion to induce final consumer to buy the product if the pull strategy is
effective, consumers will then demand the product from channel members,
who will in turn demand it from producers.
Producer Retailers and consumers

Wholesalers
Producer marketing activities

MARKETING MIX
Research & Methodology:
Nature of data:
The nature of data collected for the study of the working capital management is
secondary data from the company. In order to draw meaningful inferences the
collected data are analysed with help of financial ratios.
There are two main types of collection of data.
 Primary data
 Secondary data
1) Primary data: -
Primary data is the one collected for the first time. It is very original in
characters. Here primary data is collected from the financial executive through
personal discussion and interaction.
 Interaction with company officials

 Observation
2) Secondary data: -
Secondary data involves the data that have been already collected by someone
else for their own reference or study
 Secondary data included in this study is by referring to 5-year annual

report of the company Balance sheet profit and loss Account.
 Previous Projects
 Internet

MARKETING MIX
Data sources:
 Primary Data : A primary data collected by administering a structured

questionnaire on a 6 point scale. A pivot study was conducted for 20
respondents, and there was no correction required in the questionnaire.
 Secondary Data: A secondary data was collected from the marketing
department viz; dealers list, company profile and product information.
 Sample Designs:
Sample Units: Dealers & Retailers

Sample size for Pivot study: 06
Sample size: 50 (CENSUS)
Area of research: Jamkhandi, Banahatti, Rabakavi, Mahalingpur, Mudhol.
Galagali.
Research instruments: Questionnaire consisting of 15 objective type questions
Analysis Tool: MS Excel

MARKETING MIX
COMPANY PROFILE:
Company Logo:
Vision and Mission

Vision:
Is to maintain the hegemony as the most reliable provider of high quality PVC
products to meet the diverse requirements of potable water distribution, domestic
plumbing and life irrigation purposes. We aim to make each of our products a paragon
of quality and technical excellence. Through our constant endeavor of research and
innovation we strive to come up with new products that help architects and builders
keep ahead of the times.
Mission:
Serve water projects, construction activities and agriculture on global level to ensure
customer satisfaction.

MARKETING MIX
Sadanand PVC Pvt. Ltd.

The Sadanand PVC Pipes Pvt. Ltd. is a Private incorporated on 27 December 2013.it
is classified as Non-Govt. Company and is registered at Registrar of company,
Bangalore. Its authorized share capital is Rs.1,00,000. Its paid-up capital is
Rs.2,00,000 it is involved in Manufacturing of plastic products.
COMPANY PROFILE
Name of the company Sadanand PVC Pvt. Ltd.

Type of ownership Partnership
Company type Private
Business type Manufacturing
Initial investment 25crore
Location At-Post: Siddapur, Tq: JamkhandiDist: Bagalkot
Registered office Belagavi
Registered on 27-12-2013
First production on 21st April 2015
Phone 08353-220872
E-mail sadanandpvc.@gmail.com
Number of employee 70
Number of employees:
Official workers 30
Non official workers 40
Production capacity (normally)
PVC Pipe 150 pipes
Drip 25000 mitres
Machine procurement Diu Daman

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Partners Umesh mahabala shetti

Yegappa savadi
M I Pattan
Siddu savadi
Meetings
 Board meetings Monthly
 Staff meeting Weekly
Power consumption 250.30 miters p/m

Machines 6
Vehicles 2
Margin 10% on price of PVC pipes

15% on price of drip pipes
Suppliers of raw materials Chemplast, Sunmark, Pinolex,

Marketrex, SGK, Reliance
Number of employees
 Official workers 30
 Non-official workers 40
Production capacity (normally)

 PVC pipe 70 pipes
 Drip 25000 meters
Machine procurement Diu Daman
Capital details
Sadanand PVC Pvt Ltd is limited liability company with authorized capital Rs
1,00,00,00 Shareholders of Sadanand PVC Pvt Ltd can ‘not sell or transfer their
shares without offering them first to other shareholders for purchase in company.
Authorized capital Paid-up capital
1,00,00,000 1,00,00,000

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Management Team
Chairman’s Mr. Siddu Savadi
Managing Director Mr. M I Pattan
Executive Directors Mr. Umesh Mahabalashetti

 Marketing Mr. Yegappa Savadi
 Administration Mr. Umesh Mahabalashetti
and HR
 General Manager Mr. Y.F.Hulagur
Key Managerial Persons

Name Designation
Mr. Santosh Hatti General Manager Finance

Mr. Virupax Timmapur Manager Marketing
Mr. Kiran Batakurki Manager HR
Mr. Magadum Production Manager
The modern plant at Siddapur, Jamkhandi, Bagalkot Dist. Karnataka State. Spread
over 4 acres of land to manufacture a wide range of high grade high performance,
rigid PVC pipes and fittings, with competitive costs and the expertise required to
satisfy customer demand across industries.

MARKETING MIX
Advanced Technology:
The plant has installed the latest Kabra Extrusion machinery from Batten field with
German collaboration to manufacture rigid PVC pipes.
Commitment to quality:
Products manufactured at SPP are of industry standards and undergo strict quality
check.
Features and Benefits:

a) Chemicals and Corrosion Resistance
b) Tough, Rigid and Light Weight
c) Easy to carry install, Cost effective and UV stabilized
d) Long life and maintenance free with high flow rates
 Policy of Quality:
 We are committed to produce and supply products to meet our customer’s
needs.
 We shall continually strive to improve the effective of our quality management
system.
 We shall train and motivate our employees for continual improvement.
 We are conscious of our responsibility towards safety, health and environment.
 Quality is what think, act and believe in.
 To achieve customer satisfaction is the basic philosophy of the organization.

MARKETING MIX
 SWOT Analysis:
Strengths:
 The company has good brand image among the customer.
 Quality management team.
 Good capacity of production.
 Focuses on quality of the product.
Weakness:
 Limited branches.
 Advertisement are done through print media & Wall paint only.
Opportunities:
 Introduction its new production.
 Agricultural promotion schemes by government and other agencies.
Threats:
 Competitors have better distribution net with more sales places.

 Quick development in technology.
Summary:
This chapter deals with PVC pipe industry from beginning of its an era and
various contains those are used for manufacturing of final production. This is
more to deal with competitors and SWOT analysis that helps to make future
developments in soft and hard planning of future plans. Sadanand PVC pipe
products which are more useful to save water in most of the north Karnataka areas
and products like drip pipes, Sprinkler.

MARKETING MIX
Application of PVC pipes

PVC pipes of different diameters have widespread application in various
fields. The cheaper grey/ black pipes with low wall thickness are used for cable
diction and low pressure applications whereas thick walled pipes treated ends are used
for pressure applications.
Their varied uses of PVC pipes are basically in the following areas.
1. Rural/Urban water supply.
2. Agriculture and Irrigation.
3. Sewerage soil and waste pipes.
4. Electrical and telephone cable conduits.
5. Effluents disposal.
Plant and Machinery:

The plant will have all indigenous machinery of following specification
1. Twin screw Extruder.

2. High speed mixer and cooler.
3. Chilling plant.
4. Scrap grinder.
5. Lathes.
6. Ancillary equipment’s like printing, socketing etc.
7. Centrifuge and Agitator for solvent cement Manufacturing.
Policy of Quality
 We are committed to produce and supply products to meet our customer’s
needs.
 We shall continually strive to improve the effect of our quality management
system.
 We shall train and motivate our employees for continual improvements.
 We are conscious of our responsibility towards safety, health and
environment.
 Quality is what we think , act and believe in it.
 To achieve customer satisfaction is the basic philosophy of the organization.

MARKETING MIX
About the company:

The Sadanand PVC pipes Pvt. Ltd. Is a is incorporated on 27th December
2013.It is classified as Non-Government and is registered at registrar of company,
Bengaluru.Its authorized share capital is Rs. 100,000 and paid up capital of
Rs.200,00,000. It is involved in Manufacturing of plastic products.
Sadanand PVC pipes Pvt Ltd.’s Corporate Identification Number (CIN) is

U2520KA2013PTC072736 and its registered number is 72736.
Mail address: sadanandpvc.id@gmail.com and the registered number is 3028.
MAITRI GALLI, JAMKHANDI.
BAGALKOT KA587-301 IN
SADANAND PVC Pipes (Spp)
The modern plant at Siddapur, Jamakhandi, Bagalkot Dist. Karnataka State. Spread
over 4 acres of land to manufacture a wide range of high grade high performance,
rigid PVC pipes and fittings, with competitive costs and the expertise required to
satisfy customer demand across industries.
Features and Benefits
 Chemicals and Corrosion Resistance

 Tough, Rigid and Light Weight
 Easy to carry install, cost effective and UV stabilized
 Long life and maintenance free with high flow rates
Strength
 Quality management team

 Geographically critical
 Required investment
 Good capacity of production
 Focuses on quality of the products

MARKETING MIX
ORGANISATION CHART
Chairman
M.D
Finance depa Marketing de

rtment partment Production H R depart
department ment
Accounts General a Marketing Area mana

head ccountant executive ger
Productio Store hea H R mana
n head d ger

MARKETING MIX
Quality of Service
 We are committed to produce and supply products to meet our customer’s needs.
 We shall continually strive to improve the effectiveness of our quality management

system.
 We shall train and motivate our employees for continual improvement.
 We are conscious of our responsibility towards safety, health and environment
 Quality is what we think, act and believe in.
Plant Details & Location
Commencement of First Crushing Operations: 29th December 1999
Geographical Location Positioning
60 Kms from Bagalkot
70 Kms. from Bijapur
135 Kms from Belgaum
160 Kms from Hubli-Dharwad
170 Kms from Solapur
300 Kms from Goa
360 Kms from Pune
Nearest Railway Station
Bijapur, Bagalkot, Kudachi, Miraj and Hubli

MARKETING MIX
The functions of the organization are divided into following

departments. They are: -
1. Production Department
Manufacturing section
Quality control
Maintenance department
Dispatch and Packaging department
2. Administration Department
Administration section
Security section
3. Finance Department
General Account section
4. Marketing section
Sales Department
Store Department
5. H R Department

MARKETING MIX
PRODUCTION DEPARTMENT
Functions of production department
1. Coordinating with top management.

2. Quality of products should be maintained.
3. Planning and implementing production targets.
4. Completing the management information system.
Objective of production department
1. To minimum utilization of machines and to produces maximum of production

2. To achieving the targeted production
3. To inspect proper working of labour
ADMINISTRATION DEPARTMENT
The main works of the department: -
1. They are maintaining peace and discipline within a factory area.
2. To maintain worker’s attention.
3. They check the incoming raw materials
4. Submit daily activity report to managing director.
5. Avoid misuse of items.
6. Time maintenance of workers.

MARKETING MIX
FINANCE DEPARTMENT:
Finance is the life blood of the business one cannot imagine a business without finance
department because it is the central point of all business activities. Finance department
of SPPL factory plays a very important role as it is here that decision with so
procurement & utilization of funds are taken. Such decision includes the preparation of
the various budgets, allocation of funds for various activities or division of the firm as
well as distribution of the profits etc.
Objectives of accounts and finance department
 To maintain the clear-cut information of all the transaction.

 To maintain the records and the books of accounts.
 To show the accounts to the government officers for taxation.
 To know the profit, expenses, assets & liabilities at any time.
Functions of accounts and finance department
 Proper utilization of funds.

 Maintaining the accounts of different parties.
 Maintaining the salary statement of employees.
 They must give a proper payment to the parties from whom the raw materials
are purchased.
Marketing department
Objectives of marketing department
 To analyse the demand
 To conduct the sales promotional activities
 To setup distribution channels
 To identify target and potential market
Functions of marketing department
 Market research

MARKETING MIX
 Advertising
 Positioning
HUMAN RESOURCE MANAGEMENT DEPARTMENT
The Human Resource is managed and controlled by this department. It is the

primarily concerned with the human constitution of an organization. It is concerned
with the man power recruitment and Selection, Training and Development,
remuneration, promotion transfer, retirement etc., all related to human resource or
labours of the organization.
The Human Resource Department refers to the systematic approach to the problem of
selection, training motivating and retaining personnel in any organization. It also
considers with planning, organizing, directing, controlling the personnel functions in
the organization.

MARKETING MIX
ANALYSIS
PRODUCTS AT SADANAND PVC PVT LTD
 Rigid PVC Pressure Pipes:
Manufactured as per IS 4985:2000 standard. It is available in 20mm to 250mm

sizes, in different pressure class and in both types of joints, i.e., solvent cement
type and rubber seal type.
 Moulded Fittings:
Manufactured as per IS 7834 standard and available in wide range.
 Handmade (Fabricated) Fittings:
Manufactured as per IS 10124 standard and available in wide range.
 Drip Irrigation Pipes:
Manufactured as per IS standard
RAGID PVC PIPES:
Manufactured as per IS: 4985:2000 standard and available in different pressure class
2.5kg/cm2, 4kg/cm2, 6kg/cm2, 8kg/cm2, and 10kg/cm2 which are used in a variety of
applications like
 Irrigation
 Water supply
 Sewage system
 Agriculture
 Industrial process lines
 Domestic use

MARKETING MIX
uPVC SELFIT PIPES
As per IS: 4985: 2000 Specifications
DIMENSION OF UNPLASTICISED PVC PIPES
Nominal Mean outside Wall Thickness

outside diameter mm Class1(pn) Class2(pn) Class3(pn) Class4(pn) Class5(pn)
diameter 2.5kgf/cm 4kgf/cm 6kgf/cm 8kgf/cm 10kgf/cm
Mm Min Max Min Max Min Max Min Max Min Max Min Max
20 20.0 20.3 1.1 1.5
25 25.0 25.3 1.2 1.6 1.4 1.8
32 32.0 32.3 1.5 1.9 1.8 2.2
40 40.0 40.3 1.4 1.8 1.8 2.2 2.2 2.7
50 50.0 50.3 1.7 2.1 2.3 2.8 2.8 3.3
63 63.0 63.3 1.5 1.9 2.2 2.7 2.8 3.3 3.5 4.1
75 75.0 75.3 1.8 2.2 2.6 3.1 4.4 4 4.2 4.9
90 90.0 90.3 1.3 1.7 2.1 2.6 3.1 3.7 4 4.6 5 5.7
110 110.0 110.4 1.6 2 2.5 3 3.7 4.2 4.9 5.6 6.1 7.1
125 125.0 125.4 2.9 3.4 4.3 5
140 140.0 140.5 2 2.4 3.2 3.8 4.8 5.5 6.3 7.3 7.7 8.9
160 160.0 160.5 2.3 2.8 3.7 4.3 5.4 6.2 7.2 8.3 8.8 10.2
180 180.0 180.6 2.6 3.1 4.2 4.9 6.1 7.1 8 9.2 9.9 11.4
200 200.0 200.6 2.9 3.4 4.6 5.3 6.8 7.9 8.9 10.3 11 12.7
225 225.0 225.7 3.3 3.9 5.2 6 7.6 8.8 10 11.5 12.4 14.3
250 250.0 250.8 3.6 4.2 5.7 6.5 8.5 9.8 11.2 12.9 13.8 15.9
Range: Selfit (solvent cement joint)
Selfit pipes are manufactured in the range from 20mm to 250mm

MARKETING MIX
uPVC PLUMBING PIPES
As per ASTM D 1785 Specifications
Dimension and water pressure rating at 23 OC for pipes
As per ASTM D-1785 PVC Plumbing white pressure pipes
Nominal Outside Schedule 40 Schedule 80

bore (inch) diameter Wall thick Working PR Wall thick Working PR
(mm) Mm Kgf/cm2/psi Mm Kgf/cm2/psi
1/2” 21.34+0.10 2.77+0.51 41.4/600 3.73+0.51 58.6/850
3/4” 26.67+0.10 2.87+0.51 33.1/480 3.91+0.51 47.6/690
1” 33.40+0.13 3.38+0.51 31.0/450 4.55+0.53 43.4/630
11/4” 42.16+0.13 3.56+0.51 25.5/370 4.85+0.58 35.9/520
11/2” 48.26+0.13 3.68+0.51 22.8/330 5.08+0.61 32.4/470
2” 60.32+0.15 3.91+0.51 19.3/280 5.54+0.66 27.6/400
Plumbing pipes applications
 Water connection for buildings. Places, kitchens and Toilets in the residential
blocks
 Tube well connections
 Pipe lines for chemicals

MARKETING MIX
SWR PIPES
As per IS: 13592 Standards
TYPE A- Used for Ventilation and Rain-water System
TYPE B- Used for Soil and Waste Discharge System
SWR PIPES SPECIFICATIONS:
Nominal Mean outside Type A Type B

diameter diameter Wall thickness Wall thickness
Mm Min Max Min Max Min Max
75 75 75.3 1.8 2.2 3.2 3.8

90 90 90.3 1.9 2.3 3.2 3.8
110 110 110.4 2.2 2.7 3.2 3.8
160 160 160.5 3.2 3.8 4 4.6

MARKETING MIX
DRIP IRRIGATION PIPES
As per IS Standards
DIMENSION OF INLINE FLAT DRIP PIPES
Nominal Inside Tolerance Minimum Wall Thickness in mm Standard

diameter diameter I.D coil length
Class1 Class2 Class3 Class4 in meter
0.100Mpa 0.125Mpa 0.250Mpa 0.400Mpa
12 10.50 +0.2 0.4-0.5 0.6-0.7 0.8-1.0 1.1-1.3 100,250,500
-0.00
16 14.20 +0.2 0.5-0.6 0.7-0.9 1.0-1.2 1.3-1.5 100,250,400
-0.00
20 18.00 +0.2 0.7-0.8 0.9-1.1 1.2-1.4 1.5-1.7 100,250
-0.00
Applications
 Crops like sugarcane, cotton, banana, strawberry, vegetables, spices and

floriculture and, etc.
 To use in greenhouses and nurseries
 Horticultural plants like Mango, citrus, guava, apple etc. in group spacing

MARKETING MIX
PRODUCTION PROCESS
PVC pipes are created by starting with molten mixture of materials and shaping
them around a cast. The cats are made to be the exact width of the pipe. The mixture
is poured into a cast and surrounded by outer shell. The complete set is then placed
into an oven to be cooked. Once the pipe has solidified, it is cooled and moved into
finishing.
Sections of the pipe are then cut based on common sizes and needs. The sections are
then coated in a chlorine solution to prevent harmful bacteria from growing during
shipping and use. Once the coating is dried the ends of each section are finished. If
the pipe is a smooth connection the top of the pipe is sanded down to ensure a
perfectly flat surface for fitted pipes, a machine engraves a series of grooves into the
pipe. As the grooves on the pipe to remove excess PVC fragments. After the grooves
are added, the ends are smooth and the sections are sent into testing.

MARKETING MIX
Production process and machinery:

MARKETING MIX
Actual Machinery Looks like:

MARKETING MIX
Production flow chart:
Raw material
purchase Accounts dept
Raw material Stores
Issues of
Mixed chemicals
Compounding
Issues to Machine
Extrusion of uPVC pipe process
 Die Head
 Vacuum/pressur
Proces e system
s  Pipe cooling
 Haul off
 Auto rotary cuter
RECYCLING:
Crushing and adding  Auto socketing
5% of quantity to the
original chemicals of
100%
Quality Check
Reject Accept
Finished Goods
stores
Loading Dispatch and Marketing

Dept

MARKETING MIX
Production Process:
1. Raw material purchase:
On demand and capacity of production, finance department finances the
factory to purchase raw materials as per third party’s quotation.
2. Raw materials stores:

Immediately after the purchase of raw materials, unloading is done to stores/
warehouse in the factory to which particular indent has to be sent to the
accounts department.
3. Mixed compounding:
As there requires more than one chemical to be compounded for a
homogeneous of mixtures. Store keeper issues the chemicals using fixed
formula for the production of PVC pipes.
4. Extrusion of uPVC pipe process:

 Raw material conveyor/dryer.
 Hopper (pellet material supply).
 EXTRUDER.
 Die- sizing plate/ sleeve.
 Vacuum chamber for sizing.
 Water cooling bath.
 Pullout assembly.
 Auto rotary cutter.
 Auto socketing unit (reheat process).
 To handle Operations.

MARKETING MIX
5.Quality Check:
Quality checking department is one of the important departments to any
manufacturing units. This helps the organization to acquire market shares,
moreover retention of their valuable customers. Quality inspection should be
made very keenly. Here after such keen inspection either product is accepted
or rejected for the failure in the quality.
 Accept:
After accepting and matching with the quality the very next step is to
record the unit by shift in-charge.
 Finished goods stores:

Almost last process of production of a unit. Ledgers are entered in a
book or a PC for a systematic flow of work and to avoid malpractice
and others.
 Reject:
When there is a reject of a particular product in manufacturing is
because the lack of quality or damages (minor/ major) been found at
shifts. So such rejected pieces are again recycled through extruder
process where 5% of the rejected piece being added to the fresh raw
materials.
6.Sales and Marketing:

On demand in the market, marketers do sell their products. Importantly, stores
department has to maintain such an inventory that there should not be any
deficit or surplus of products (pipes).

MARKETING MIX
7.Loading:
As per demand by customers, loading is the responsibility of manufacturing
units they should take proper care while loading and transportation. Facilities
affiliated to loading and transportation are:
a. Vehicle facility.
b. Insurance facility.
c. Minimum transportation cost.
d. Bear of uncertainties (fire, accidents etc).
Pipes Extrusion Process
Pipe is a tube or hollow cylinder for the conveyance of fluid. The terms "pipe" and
"tubing" are almost interchangeable. "Tube" is often made to custom sizes and may
have more specific sizes and tolerances than pipe, depending on the application. The
term "tubing" can also be applied to tubes of a non-cylindrical nature (i.e. square
tubing). The term "tubing" is more widely used in the USA and "pipe" elsewhere in the
world.
Pipe may be specified by standard pipe size designations, such as Nominal Pipe Size
(in the US), or by nominal, outside, or inside diameter and wall thickness. Many
industrial and government standards exist for the production of pipe and tubing.
Most pipes are made through extrusion, in-line with the direction of extrusion, die,
sizing or calibrating device or tank, water cooling tank, conveyor, and cutter, if needed,
and take off equipment at the end of the line. The line could include a marking device
or a testing device. An important requirement is to cool the extruder rather fast near the
die while keeping control of dimensions and properties.
Included in the processes are various techniques to control the dimensions/sizes that are
either free drawn melts (usually for the small diameter tubes) or sizing features. The
total cost of producing the pipe could include material costs of up to 80%. The goal is
always to get a tighter tolerance control to reduce material consumption. Dimensional
and/or thickness calibrating disks of different designs are used.

MARKETING MIX
A combination of the melt properties, rate of the line speed, internal air pressure, and
rate of cooling influences the size of the tube. The melt drawdown ratio from the die
into the water cooling trough is directly related to the final size of the tube. Depending
on the plastics being processed, the ratio ranges from 4/1 to 10/1. Using low ratios helps
to minimize extruded-in stresses, which can lead to problems related to shrinking and
stress cracking.
Depending on the characteristics of the plastics being processed, shrinkage can occur
within 24 hours period after leaving the processing line. The tube or pipe may also be
subjected to annealing and other post conditions that could affect the degree of
shrinkage.
There are many different ways pipe and tube products used in moving liquids, gases,
solids, and so forth. They can be shaped to provide decorations, safety supports, and so
on.
 Steps to reduce the cost to process plastic pipes include:
1) Operate to minimize outer diameter (OD) and internal diameter (ID) tolerances;
2) Improve in pipe quality and properties via studying gains with compounding
ingredients and blending procedures used;
3) Reduce set-up time by means of start-up aids and automation systems;
4) Develop savings in electricity consumption by the optimization of the extruder; and
5) Use of efficient dies, cooling tanks, pullers, and take-off equipment.
The tolerance control of pullers is critical to minimizing OD and ID dimensions,

particularly the smaller tube sizes. A very slight variation in the puller speed can
drastically influence their dimensions and waste of plastics.

MARKETING MIX
Production Management Chart
Management
HR Manager
Skilled Semi-skilled Un-skilled

Employees Employees Employees
Production Operators Helpers

Manager
Asst. Manager Jr. Operators House keepers
Shift in-charge General

Trainee
workers
Operators
Sr. Engineers
Security guards
Jr.Engineers
Trainee
Engineers

MARKETING MIX
QUALITY CONTROL
PVC pipes are used in many housing, Irrigation and commercial construction
applications, it is important that each pipe is tested to ensure quality. To do so, the
pipes are tested for their seal, connection and strength. The seal tests are conducted
by adding a special cement to the pipe and allowing it to dry. Once this is complete,
a series of liquid are passed through the pipes at high pressure. If no leaks occur, the
cement is removed and the section is cleaned. For fitted pipes, a similar process
takes place without the cement the final test of the pipes is to ensure their strength.
This is completed by using several processes that push weight down on the pipe of
the selection does not break or show stress points, it is sent for packaging and
shipping. If a section files at any point in the process. It is sent back to be melted
down and reconstructed.

MARKETING MIX
PRICE
The SADANAND PVC PVT LTD has adopted cost based pricing methods which is
Price chart for billing (Dealer price)
PVC pipes prices
Size Inch 2.5 Basic Gross 4 Kg Basic Gross 6 Kg Basic Gross

MM Kg
20 0.50
25 0.75
32 1.00
40 1.25 0.00 40.82 131 155
50 1.50 0.00 59.25 190 226
63 2.00 0.00 63.89 205 243 92.82 298 354
75 2.50 0.00 90.11 289 343 130.82 420 498
90 3.00 88.10 282.86 335.72 126.66 407 482 186.91 600 712
110 4.00 129.10 414.50 491.96 185.39 595 706 273.88 879 1044
140 5.00 194.50 624.47 741.17 305.37 980 1163 452.08 1451 1723
160 6.00 258.50 829.96 985.06 404.49 1299 1541 584.50 1877 2227
180 7.00 329.00 1056.31 1253.71 518.81 1666 1977 735.10 2360 2801
200 8.00 415.10 1332.75 1581.80 638.38 2050 2433 935.10 3002 3563
225 9.00 535.10 1718.03 2039.08 820.77 2635 3128 1175.10 3773 4478
250 10.00 657.00 2109.41 2503.60 1002.07 3217 3817 1465.90 4707 5586
Drip pipe prices
10 kg
Size Inch Basic Rate Gross

20 mm 0.50 15.51 49.79 59.10
25 mm 0.75 24.44 78.44 93.10
32 mm 1.00 39.69 127.39 151.20

MARKETING MIX
PLACE
The SADANAND PVC PVT LTD is use the Direct and also the Indirect channel of
distribution to selling their products to the customers.
Producer Producer Producer
Wholesaler
Retailer Retailer
Consumer Consumer Consumer

MARKETING MIX
PROMOTION
The SADANAND PVC PVT LTD has good publicity that's why they adopt the
WORD OF MOUTH promotion activity, and they print attractive leaflets and
catalogues etc. And, the dealers are doing some other promotional activities.
The Leaflets of SADANAND PVC PVT LTD are as follows

MARKETING MIX
GLOBAL CONSUMPTION
The PVC Handbook pegged the worldwide consumption of PVC resin in 2002 to be
26.5 million Metric tonnes. The pie chart in Figure 1 apportions that consumption by
region, while the pie chart in Figure 2 does so by application.
Combined, the two pie charts offer a rough estimate of the PVC pipe and fittings
markets in North America and Western Europe. It is these two markets that will be
examined further for the remainder of the paper. For the North American PVC pipe and
fittings market, the pie charts would give a rough estimate of 2.7 million metric tonnes.
(Of the 26.5 million metric tonnes consumed globally, 25% - or 6.6 million metric
tonnes - went to North America. Of the 6.6
million metric tonnes of PVC resin going to
North America, 40% - or 2.7 million metric
tonnes - went into PVC pipe and fittings.)
For the Western European PVC pipe and fittings market, the pie charts would give a
rough estimate of 2.4 million metric tonnes. (Of the 26.5 million metric tonnes
consumed globally, 23% - or 6.1 million metric
tonnes - went to Western Europe. Of the 6.1
million metric tonnes of PVC resin going to
Western Europe, 40% - or 2.4 million metric
tonnes - went into PVC pipe and fittings.

MARKETING MIX
INDUSTRY OVERVIEW:
PVC is one of the oldest synthetic materials which a longest history in industrial
production. Its early history is multiple discovers in different place at different times.
Early research defines PVC on at least two occasions in the 19th century. The first,
in 1838, was by the German Eugene Baumann.
In 1913, German inventor Friedrich Heinrich August Kaltte took out patent on PVC.
The most breakthroughs occurred in the United states. However, the material was
threatened by the recession in the 1920's.
During the 1950's many more companies are started to produce PVC and volumes
increase around the world. Developer found further innovative uses and refined
methods to enhance durability. The middle 20th century, five companies were
producing PVC. PVC products rapidly became essential to the construction industry.
Improvement made to the materials resistances to allow for PVC to be transporting
water to thousands of homes and industries.
The main application of PVC in India is basically in pipes. India is eighth major
consumer of plastic in the world and the plastic industries are expected to grow
around 10-20% per annum for the next five years (if that was not banned). The
global PVC pipes demand is expected to grow around by 4% per annum. Further on-
going irrigations benefit program given in infrastructure developed in India.
As per latest estimation, global demand for PVC if growing at 4% per annum and the
Indian industry is expecting to grow at 10% in coming years. Considering the resent
government policy increasing private demand, requirement of PVC pipes is expected
to grow at about 20% over the next five years.
PVC and pipes more demanded in housing, rainwater harvesting and irrigation
projects along with domestic demand and other small scale industries. The micro
irrigation opportunity in the country around Rs.61,500 corer in the next decade and
more than 85% pipes requirement from PVC sector only.
Today PVC is the third largest-selling commodity plastic in the world after
polyethylene and polypropylene. PVC's low cost, excellent durability and process

MARKETING MIX
ability, make it the material of choice for dozens of industries such as health care, IT,
transport textiles and constructions.
Worldwide, extruder lines are the largest converters of plastics and can be considered
the most important production machinery in the plastic industry. Commercially,
extrusion lines are target to give advantages with regard to operating cost (output per
hour). It is possible to produce throughout extrusion films, sheets, profiles, pipes,
tubes, rods, wire coverings, coatings, filaments, blown shapes and many others. Pipes
are one of the most important parts made by extrusion, and it has a wide range of
applications, especially in the industry. The two main reasons that make them
attractive to the processors and markets are their almost unlimited range of
applications and their continuous production capabilities to meet new market
challenges.
The production of thermoplastic pipe systems is a major industry which accounts for a
significant volume of polymers. Use of plastics materials by the building industry
represents the second largest worldwide market for polymers. For pipe production this
amount to a total market demands of nearly 3 million tons in Europe for 2000's.
Plastic pipes started commercial production during the late 1930's. There are different
definitions that are usually associated with the different industries (plumbing, gas
transmission lines, beverages, medical, mining, etc.). The most known and acceptable
is that pipe is a rigid, hollow, long and larger piece in diameter than tubes. Tubing’s
are basically the same except they are flexible and smaller in diameter with thin walls
up to 6 in.
This paper covers the production of PVC pipes made by extrusion, a market study and
the machinery and equipment’s needed for a PVC extrusion line.

MARKETING MIX
Market Study
Because of the nature of the building industry, demand for pipe products tends to be
cyclical, with reflections in the economy. Rapidly fluctuating polymer prices and
pressure on prices from the consumer end have led to an unstable environment with
producer margins being eroded. Many years of recession, notably in the construction
industry, have slowed the development of the market which is plagued with
overcapacity. The structure of the industry has thus been subject to considerable change
and upheaval in recent years.
Twenty per cent of all the resin sold in the world today, consists of PVC. It is the second
most used plastics material in the world. The PVC global market size in 2007 was
around 32.2 million tonnes, and the forecast for 2016 is about 45 million tonnes
according researched data The largest worldwide consumption market in 2007 was
mainly due to U.S. and Canada, responsible for 25% of all PVC resin consumption in
the world, while Brazilian market was responsible only for 2% of worldwide
consumption. Pipes and fittings constitute the largest volume application at 40% of the
global market with profiles at 17%.
The PVC consumption per capita in 2006 in Brazil was about 4 kg/habitants, a low
consumption when compared to North American consumption that was about 15 kg/
habitants.
After many years of stagnation, Brazilian PVC market faces a very good moment,
especially due to building and construction industry. The credit for housing was
increased by Brazilian Government from $ 2,5 billion to $ 5,1 billion in order to reduce
the housing deficit, 350,000 houses were financed last year and 560,000 are expected
to be in 2016

MARKETING MIX
Questionnaire:
Definition.
A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are
often designed for statistical analysis of the responses
Advantages
Questionnaires have advantages over some other types of surveys in that they are
cheap, do not require as much effort from the questioner as verbal or telephone surveys,
and often have standardized answers that make it simple to compile data. However,
such standardized answers may frustrate users. Questionnaires are also sharply limited
by the fact that respondents must be able to read the questions and respond to them.
a. Practical
b. Large amount of information is collected from large amount of people in short

period of time.
c. Can be carried out by the researcher or others who are directly or indirectly
related to the topics chosen.
d. The results of questionnaires can usually be quickly and easily quantified by

either a researcher or through the use of the software package.
e. Can be analysed more scientifically and objectively than other forms of

research.
f. When data has been quantified, it can be used to compare and contrast other
research and may be used to measure change.
g. Positivists believe that quantitative data can be used to create new theories and
test existing hypothesis etc.

MARKETING MIX
1. Often where do you visit to purchase PVC pipes?
TABLE No 5.05: Indicating the purchases point

Wholesaler/
Parameter Factory Distributor Retailers Not Spacific
Respondents 30% 68% 0% 2%
Graph No 5.05: Representing the purchases point

80%
68%
70%
60%
50%
Respondents
40%
30%
30%
20%
10%
0% 2%
0%
Factory Wholesaler/ Retailers Not Spacific
Distributor
Parameter
Interpretation:
The above graph represents that 68% of the dealers purchase PVC pipes from
wholesalers/ Distributors. And 30% of dealers purchase PVC pipes directly from the
factory, only 2% and are not specific and are buying according to their need and
convenience.

MARKETING MIX
2. One of your priorities among the following brand is?
TABLE No 5.06: Indicating the priorities to brands by dealers.

Parameter Sadanand Finolex Kothari Jain
Graph No 5.06: Representing the priorities to brands by dealers.

50%
46%
45%
40%
35%
Respondents
30%
25%
20% 20%
20%
14%
15%
10%
5%
0%
Sadanand Finolex Kothari Jain
Parameter
Interpretation:
The above graph represents that 46% of the dealers’ preferences goes to Jain pipes,
next to that. 20% of each to Sadanand and Finolex and 14% preferences are with
Kothari pipes.

MARKETING MIX
3. Do you Sell PVC pipes directly to traders?
TABLE No 5.01.: Indicating whether PVC pipes are purchased to trade.

Parameter Yes No May be
Respondents 100% 0% 0%
Graph No 5.01: Representing whether PVC pipes are purchased to trade.
120%
100%
100%
80%
Respondents
60%
40%
20%
0% 0%
0%
Yes No May be
Parameter
Interpretation:
The above graph represents all the respondents sell PVC pipes to wholesalers and
retailers, which shows 100% of result.

MARKETING MIX
4. For which of the following purposes of sales do you purchase PVC pipes?
TABLE No 5.02: Indicating the purpose of purchasing PVC pipes

Parameter Agriculture Industry/Business Household others
Graph No 5.02: Representing whether PVC pipes are purchased to trade.

100%
90% 86%
80%
70%
Respondents
60%
50%
40%
30%
20% 14%
10%
0% 0%
0%
Agriculture Industry/Business Household others
Parameter
Interpretation:
The above graph represents 86% deals with Agriculture (i.e. B2C) and remaining 14%
which deals with the Industry and Business purpose,( i.e. B2B).

MARKETING MIX
5. Is the customer price is sensitive?
TABLE No 5.04: Indicating the brand awareness of Sadanand pipes

Graph No 5.04: Representing the brand awareness of Sadanand pipes

120%
100%
100%
80%
Respondents
60%
40%
20%
0% 0%
0%
Yes No May be
Parameter
Interpretation:
The above graph represents the 100% and positive response of the customer price is
sensitive for Sadanand brand and the awareness of the company.

MARKETING MIX
6. Out of the following sources, which source shall be your reference in purchasing
Sadanand Pipes (present/ future)?
TABLE No 5.08: Indicating the references of customers in purchasing from Sadanand
Existing
Word of Advertisement/ Past track customers
Parameter mouth Marketing records Review
Graph No 5.08: Representing the references of customers in purchasing from

Sadanand
60%
50% 48%
40%
Respondents
30%
22%
20% 16%
12%
10%
0%
Word of mouth Advertisment/ Past track records Existing customers
Marketing Review
Parameter
Interpretation:
The above graph represents about the reference made by dealers in selection of the
Brand Sadanand pipes (present and future). As 48% reference goes with their
advertisement and marketing, whereas only 12% dealers would choose by word of
mouth.

MARKETING MIX
7. How many number of pieces (units) do you purchase Monthly?
TABLE No 5.03: Indicating the quantity of purchases at a time

Less than 151 and
Parameter 50 51-100 101-150 Above
Respondents 4% 0 10% 86%
Graph No 5.03: Representing the quantity of purchases at a time

100%
90% 86%
80%
70%
Respondents
60%
50%
40%
30%
20%
10%
10% 4%
0
0%
Less than 50 51-100 101-150 151 and Above
Parameter
Interpretation:
The above graph, which represents about the purchase in units/ pieces monthly, the
highest number of dealers with 86% buy 151 units and above, whereas 4% of dealers
buy less than 50 units.
.

MARKETING MIX
8. When it comes to the part of price negotiation, which of the Following brand is
convenient for you?
TABLE No 5.07: Indicating the satisfaction level for price negotiation.

Parameter Sadanand Finolex Kothari Jain
Graph No 5.07: Representing the satisfaction level for price negotiation

50% 46%
45%
40%
35%
Respondents
30%
25%
20% 20%
20%
14%
15%
10%
5%
0%
Sadanand Finolex Kothari Jain
Parameter
Interpretation:
The above graph represents about price negotiation and satisfaction. It is as same as
the brand preferences by dealers on the question No.6. 46% dealers satisfaction is
with jain pipes, 20% of each is with Sadanand and Finolex pipes remaining 14%
satisfaction is with Kothari pipes..

MARKETING MIX
9. When talking about the brand name Sadanand, Which of the following comes to
your mind first?
TABLE No 5.09: Indicating the public image of the brand Sadanand

Good Economical
Parameter quality Proper supply Price All the above
Graph No 5.09: Representing the public image of the brand Sadanand

60%
50% 50%
50%
40%
Respondents
30%
20%
10%
0% 0%
0%
Good quality roper supply Economical Price All the above
Parameter
Interpretation:
The above graph represents about the perception of all the dealers towards the brand
Sadanand pipes, as 50% of dealers talk about good quality and remaining 50% choose
the option No. 4 which includes Quality, Proper supply, Price.

MARKETING MIX
10. Which of the following factors you consider most while purchasing from
Sadanand Company?
TABLE No 5.10: Indicating the considering factors before purchases.

Only Only brand
Parameter quality Only price name All the above
Graph No 5.10: Representing the considering factors before purchases.
80%
70% 68%
60%
50%
Respondents
40%
30%
20%
20%
12%
10%
0%
0%
Only quality Only price Only brand name All the above
Parameter
Interpretation:
The above graph represents about the considering part in the selection of brand
Sadanand, where 68% of dealers are considering Quality, Price, Brand name. Only
Quality matters to 20% of dealers.

MARKETING MIX
11. Do you want Sadanand's marketing team to come for approaching you every time
prior to the purchase?
TABLE No 5.11: Indicating the approaching to dealers by sales executives

Graph No 5.11: Representing the approaching to dealers by sales executives

45%
40%
40%
34%
35%
30%
26%
Respondents
25%
20%
15%
10%
5%
0%
Yes No May be
Parameter
Respondants
Interpretation:
The above graph represents about the approach to dealers by sales representatives of
Sadanand company in purchasing their pipes that 40% of dealers asks each and every
time to be approached whereas, 26% of dealers don’t ask to be approached every
time, remaining 34% dealers says may be its of their mood which determines.

MARKETING MIX
12. Do you think "Customer Relationship Management" is Very much important to

company in retention of customers like you?
TABLE No 5.12: Indicating the importance of Customer Relationship Management.

Graph No 5.12: Representing the importance of Customer Relationship Management
120%
100%
100%
80%
Respondents
60%
40%
20%
0% 0%
0%
Yes No May be
Parameter
Interpretation:
The above graph represents about the customer relationship management by company
in retention of valuable dealers, to which 100% of dealers says its must to the
company to maintain CRM with everyone.

MARKETING MIX
13. According to you, which of the following qualities are must to any company to
serve better?
TABLE No 5.13: Indicating the qualities that are must to any company.
Strong Excellent
Parameter Prestige Strategies team All the above
Graph No 5.13: Representing the qualities that are must to any company
60%
50%
50%
40%
Respondents
30%
30%
20%
10% 10%
10%
0%
Prestige Strong Stratagies Excellent team All the above
Parameter
Interpretation:
The above graph represents about the qualities of the company to serve someone the
best, to which 50% of dealers asks the excellent team, 10% of each to the prestige and
strong strategies and 30% of dealers asks all the qualities to serve them the best.

MARKETING MIX
14. Would you consider hiring from Sadanand, if they are rendering you Irrigation
Systems facilities?
TABLE No 5.14: Indicating dealers consent towards Irrigation systems facilities.

Graph No 5.14: Representing dealers consent towards Irrigation systems facilities.

100%
92%
90%
80%
70%
60%
Respondets
50%
40%
30%
20%
8%
10%
0%
0%
Yes No May be
Parameter
Interpretation:
The above graph represents 92% of dealers may hire from Sadanand if they are
rendering the irrigation systems facilities like others, whereas 8% of dealers have
consent and will hire from Sadanand in future on such facilities.

MARKETING MIX
15. Do you believe Sadanand is a good brand and serving good to its customers?
TABLE No 5.15: Indicating rating level of Sadanand pipes as a brand among

respondents
Parameter Strongly agree Agree Neutral Disagree
Graph No 5.15: Representing rating level of Sadanand pipes as a brand among

respondents
80% 74%
70%
60%
50%
Respondents
40%
30% 24%
20%
10%
2% 0%
0%
Strongly agree Agree Neutral Disagree
Parameter
Interpretation:
From the above graph, it can be interpreted that 74% of the dealers agree that
Sadanand is good company and serving the best in the market, 2% dealers strongly
agree to the above sentence, whereas 24% of the dealers are neutral with the above
sentence.

MARKETING MIX
FINDINGS
 From the survey conducted I came to know that marketing team selling PVC
pipes only to the dealers / traders.
 From the survey conducted I came to know the demand for PVC pipes is
more from Agriculture background.
 From the survey conducted I came to know that everyone at the region is well
aware of brand name Sadanand.
 From the survey conducted I came to know that most of the purchases are
made through Wholesalers and Distributors. Company sells only to traders
 From the survey conducted I came to know Jain pipes is the most preferred
brand among dealers because of price negotiations
 From the survey conducted I came to know Advertisement/ Marketing is the
most referred source in purchase decision making.
 From the survey conducted I came to know that all the dealers talk positively
about Sadanand’s Quality.
 From the survey conducted I came to know that Quality, Price, Brand name
all the three matters much with the considering factors for present purchases.
 From the survey conducted I came to know that marketing team must
approach dealers at difficulties of times before selling to them.
 From the survey conducted I came to know “Customer Relationship
Management” is very much important in retention of each dealer.
 From the survey conducted I came to know that excellent marketing team is
the main reason to serve them better.
 From the survey conducted I came to know all dealers agree that Sadanand is
good brand and serving its best in the market.

MARKETING MIX
SUGGESTION
 Other than Agriculture purpose piping, Company should also concentrate on
household piping’s.
 Company should start its dealings to other parts/ regions from existing ones to
acquire market shares.
 Company should concentrate on price and negotiation part.
 Company should also concentrate on “CRM” in retention of valuable
customers.
 Company should build and invest little more on marketing team so that
communication will be so powerful to compete to the tough brands like Jain
and Finolex.
 Company should improve its Advertisements methods to reach more number
of customers.
 It is better for the company to have exclusive retail outlet
 Consumer promotion tools like road shows and workshops need to be
conducted on regular intervals
 They better have to Engineering department

MARKETING MIX
CONCLUSION
In conclusion, I study on marketing mix used for SADANAND PVC pipes. In
addition, I came to know about Marketing mix strategies and production process of
SADANAND PVC PVT. Ltd, Siddapur. I got the reasons for the pros and cons of
dealers towards SADANAND pipes.
When compared with other brands like Jain pipes, Finolex pipes. Sadanand PVC is a
start-up company, which requires some time to stand for the tough competition with
tough brands. Al though it has acquired good share in the local market.
Even though it’s difficult but when it can concentrate on best quality and economical
price, people will definitely switch to Sadanand pipes from others.
It is has recently started but it earned good Name and Fame in a local market.
In today's competitive world, various competitive PVC pipes manufacturing
organisations are there, but the Sadanand PVC PVT LTD is equipped local market by
producing good quality products at cheap cost.
From these findings, I can conclude that SADANAND PVC PVT LTD has a
good co-ordination between the 4 P’s i.e. Marketing Mix.

MARKETING MIX
BIBILOGRAPHY
WEBSITE - WWW.Sadanandpvc.Ltd@gmail.com
Marketing management - Virupax Timmapur
www.google.com

MARKETING MIX
ANNEXURE
QUESTIONNAIRE
Hello
I am MALLAPPA.H. HOSUR, pursuing MBA from Rani Channamma University,
Belagavi.
I am conducting a research on “A STUDY ON MARKETING MIX STRATEGIES
USED FOR SADANAND PVC pipes AT SADANAND PVC PVT LTD,
SIDDAPUR. I would like to hear from you about your opinions towards framed
questions, which helps me to complete the project with your support.
We really appreciate your input!
Good Name:
Occupation:
Locality:
1. Often, where do you visit to purchase PVC pipes?

a. Factory
b. Wholesalers/ Distributor
c. Other retailer
d. Not specific
2. One of your priorities among the following brands is.
a. Sadanand PVC pipes
b. Finolex pipes
c. Kothari pipes
d. Jain pipes
3. Do you sell PVC pipes directly to traders?
a. Yes
b. No
c. May be

MARKETING MIX
4. For which of the following purposes of sales do you purchase PVC pipes?
a. Agriculture
b. Industry/ Business
c. Household
d. Others
5. Is the customer price is sensitive?
a. Yes
b. No
c. Maybe
6. Out of the following sources, which source shall be your reference in
purchasing Sadanand pipes (present and future)?
a. Word of mouth
b. Advertisement/ Marketing
c. Past track records
d. Existing customers review
e. Website/ Internet
7. How many number of pieces (units) you purchase monthly?

a. Less than 50 units
b. 51-100 units
c. 101-150 units
d. More than 151 units
8. When it comes to the part of price negotiation, which of the following brands is
convenient for you?
a. Sadanand pipes
b. Finolex pipes
c. Kothari pipes
d. Jain pipes
9. According to you, for which of the following things, is Sadanand famous for?
a. Good quality
b. Proper supply
c. Economical price
d. All the above

MARKETING MIX
10. Which of the following factors you consider most while purchasing from
Sadanand Company?
a. Only quality
b. Only price
c. Only brand name
d. All the above
11. Do you want Sadanand's marketing team to come for approaching you every
time prior to the purchase?
a. Yes
b. No
c. Maybe
12. Do you think "Customer Relationship Management" is Very much important to
company in retention of customers like you?
a. Yes
b. No
c. Maybe
13. According to you, which of the following qualities are must to any company to
serve better?
a. Prestige
b. Strong strategies
c. Excellent team
d. All the above
14. Would you consider hiring from Sadanand, if they are rendering you Irrigation
Systems facilities?
a. Yes
b. No
c. Maybe
15. Do you believe Sadanand is a good brand and serving good to its customers?
a. Strongly agree
b. Agree
c. Neutral
d. Disagree
e. Strongly disagree

MARKETING MIX

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MARKETING MIX

I, Mr. MALLAPPA.H.HOSUR the undersigned with RCU Examination

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 1

I take this opportunity to express my sincere and gratitude towards Mr.VIRUPAX

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 2

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 3

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 4

Importance of the study: -

2) Marketing mix helps in New product development – While designing an existing

4) It is a guide to improve a business – Physical evidence was an important P in the

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 5

5) It helps in differentiation – When you analyse the marketing mix of Competitors,

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 6

OBJECTIVES OF THE STUDY

 To understand the marketing mix strategies or techniques of company.

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 7

Meaning of Marketing Mix

Anything that can be offered to a market for attention, acquisition, use, or

Types of consumer products

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 8

Methods of setting the prices

Different costs are

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 9

Attaching value-added pricing features and services to differentiate a company’s

Offering right combination of quality and goods service at fair price

New product pricing strategies

The new product pricing strategies are

Product mix marketing strategies

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 10

 Product line pricing

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 11

The functions of distribution channel

 Information: gathering and distributing marketing research and intelligence

Types of distribution channel

I. Direct marketing channel

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II. Indirect marketing channel

Consumer marketing channels

Producer Producer Producer

Consumer Consumer Consumer

Channel 1 Channel 2 Channel 3

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III. Multichannel distribution system

Consumer Consumer Business Business

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 14

A firm engaged primarily in wholesaling activities. Wholesalers by mostly from

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 15

 Selling and promoting: Wholesalers sales forces help manufacturers reach

Wholesalers fall into three major groups

1) Merchant wholesalers: independently owned business that takes title to the

BVVS INSTITUTE OF MANAGEMENT STUDIES BAGALKOT Page 16

Promotion is a communication process by which the producers of the products or

 Constant activity: marketing communication is a constant activity. It is a

 Information transaction: marketing communication is concerned with

 Differentiating act: marketing communication try to exclude competing

 Reminding act: marketing communication ensures that when options for

 Persuading act: effort to induce desired favourable behaviour from the

 Human skill: marketing communication is also a human skill, so it is