Market Analysis project Report 3M india ltd -manendra shukla

PROJECT REPORT
ON
Research on Emergency water Proofing
3M India Ltd.
(SUBMITTED ON THE PARTIAL COMPLETION OF
POST GRADUATION DIPLOMA IN MANAGEMENT)

SUBMITTED BY: -
Manendra shukla
P.G.D.M
Master School of
Management
Session – 2010-2012

1

Declaration

I undersigned, hereby declare that the project entitled Research on Emergency
water Proofing , under the guidance of Mr. Nitin Gan, is developed and submitted
by me is original work. It is not duplicated from any other source.

Manendra shukla

2

PREFACE

Any training programme sharpens those instincts, which serves as a
fulfillment of theoretical grounding. As the present day business world is a
highly complex one where Human Ingenuity and Acumen is sharpened by
highly specialized knowledge in various branches pertaining the running and
conducting. The research project in our basket was-“ Research on Emergency
water Proofing” by the company in Udyog vihar, Gurgaon,Hariyana . The
different organized markets and Hobby Idea Centers that I have chosen for our
research was main areas of Laxmi nagar territory. The sample unit taken was
organized retail stores and Hobby Idea Centers, Play Schools etc of the region.

Research is a feedback that any organization sought for the purpose of
effective policy and decision making. It is the systematic problem analysis,
model building & fact finding for the purpose of important decision-making &
control in the making of goods and services. Summer Project is a part of our
curriculum so that we get exposed to the practical side our theoretical know-
how. This is basically designed to the real life situation. In this training
programmed, the students use their academic knowledge practically which
polishes the decision making abilities of MBA graduates. For developing
healthy managerial and administrative skills of potential managers it is
necessary that theoretical knowledge must be supplemented with exposure to
real life business environment. It is a practical training that the measuring
itself is realized.

Conventional academic medium cannot sell anything practically down to real
and practical market knowledge is required to make a hard core corporate.
This research work gave me the opportunity to apply conceptual skills in
practice and to learn the art of conducting study and presenting its findings in
a systematic and scientific way.

3

ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Mr. Nitin Gan-
Project Guide, (3M india ltd.) for giving me an opportunity to work
on a live project. I am very grateful to Mr. Amit singh-National Sales
manager ( 3M india ltd.) for giving me proper guidance in
completing the project from beginning. I am also very grateful to
Sales team leader Mr. Sachin Singhal (ASM, 3M india ltd.) who had
given their guidance which helped me to complete my project
successfully. At last I want to thank all the staffs of human
resource, stores, shipping and marketing for their co-ordination
without whom it would be very difficult for me in achieving my
target and making the project successful.

Lastly, I would like to thank my institute, MASTER SCHOOL OF
MANAGEMENT, MEERUT for providing me this platform and also
to the Marketing faculties of my institute Mr. Manoj Sahay, Mr.
Arnab Chakraborty and Mr. Saumya Sharma whose continuous
kind support helped in the completion of this project successfully.

4

CONTENTS
HEADINGS PAGE
NO.
Company Profile - 6
Product Profile - 26
MY Division-CPP - 32
SWOT Analysis - 38
Pre Launch Analysis - 40
About The Product - Scotchkote - 40
Research Objective - 41
Research Methodology - 42
Research Design - 44
Market size:-Research Area - 46
Competitors Analysis - 48
DISTRUBUTION - 52
Five Forces of market - 53
Data Analysis and Interpretation - 55
Observation - 57
Suggestions & Recommendations - 58
Annexure - 62

5

COMPANY PROFILE

History of 3M Company1

3M was founded in 1902 at the Lake Superior town of Two Harbors, Minnesota. Five
businessmen set out to mine a mineral deposit for grinding-wheel abrasives. But the
deposits proved to be of little value, and the new Minnesota Mining and Manufacturing Co.
quickly moved to nearby Duluth to focus on sandpaper products.
Years of struggle ensued until the company could master quality production and a supply
chain. New investors were attracted to 3M, such as Lucius Ordway, who moved the company
to St. Paul in 1910. Early technical and marketing innovations began to produce successes
and, in 1916, the company paid its first dividend of 6 cents a share.
The world's first waterproof sandpaper, which reduced airborne dusts during
automobile manufacturing, was developed in the early 1920s.
A second major milestone occurred in 1925 when Richard G. Drew, a young lab
assistant, invented masking tape – an innovative step toward diversification
and the first of many Scotch® Pressure-Sensitive Tapes.
In the following years, technical progress resulted in Scotch® Cellophane Tape for box sealing
and soon hundreds of practical uses were discovered.
In the early 1940s, 3M was diverted into defense materials for World War II, which was
followed by new ventures, such as Scotchlite™ Reflective Sheeting for highway markings,
magnetic sound recording tape, filament adhesive tape and the start of 3M's involvement in
the graphic arts field with offset printing plates.
In the 1950s, 3M introduced the Thermo-Fax™ copying process, Scotchgard™ Fabric
Protector, videotape, Scotch-Brite™ Cleaning Pads and several new electro-mechanical
products.
Dry-silver microfilm was introduced in the 1960s, along with photographic products,
carbonless papers, overhead projection systems, and a rapidly growing health care business
of medical and dental products.
Markets further expanded in the 1970s and 1980s into pharmaceuticals,
radiology and energy control.
In 1980, 3M introduced Post-it® Notes, which created a whole new category in
the marketplace and changed people’s communication and organization
behaviour forever.

6

In the 1990s, sales reached the $15 billion mark. 3M continued to develop an array of
innovative products, including immune response modifier pharmaceuticals; brightness
enhancement films for electronic displays; and flexible circuits used in inkjet printers, cell
phones and other electronic devices.
1
http://solutions.3m.com/ History

7

In 2004, sales topped $20 billion for the first time, with innovative new products
contributing significantly to growth. Recent innovations include Post-it® Super Sticky
Notes, Scotch® Transparent Duct Tape, optical films for LCD televisions and a new family of
Scotch-Brite® Cleaning Products that give consumers the right scrubbing power for a host of
cleaning jobs.
For a detailed historical view of 3M Company, we advice you to read the 3M Story: “A
Century of Innovation, the 3M Story” 2

3M is a diversified technology company with a global presence in the following businesses:
industrial and transportation, health care, display and graphics, consumer and office, safety,
security and protection services, and electro and communications. 3M is among the leading
manufacturers of products for many of the markets it serves. Most 3M products involve
expertise in product development, manufacturing and marketing, and are subject to
competition from products manufactured and sold by other technologically oriented
companies. At December 31, 2007, the Company employed 76,239 people, with 34,138
employed in the United States and 42,101 employed internationally, i.e. 55% of the total
staff. 3 Moreover, 63% of total sales are made internationally (total sales reach $24.462
billion in 2007).

The most famous 3M’s brands, which also are market leaders, are the following: Nexcare™,
Post-it®, Scotch®, Scotch-Brite®, and Scotchgard™.4

The following companies are the major competitors of 3M Company:5
- Bayer AG (R&D intensity of 8%: 2578 $ / 32,385 m$6)
- Kimberly-Clark Corporation (R&D intensity of 1.5%: 276.8 m$ / 18,266 m$7)

According to a recent company profile made by Datamonitor.com, in December 2007, the
Swot analysis of the company is presented as follow:
The strengths and weaknesses concern the internal environment of 3M Company, whereas
the opportunities and threats are linked with the external environment of the company. This
swot analysis is presented in order to assess the overall situation of 3M Company.

2
http://multimedia.mmm.com/mws/mediawebserver.dyn?6666660Zjcf6lVs6EVs666IMhCOrrrrQ-
3
http://www.3M.com/ 3M Company, 2007 Annual Report
4
http://solutions.3m.com/ 3M Brands
5
http://www.datamonitor.com 3M Company, 10 September 2007 and 24 December 2007
6
http://www.annualreport2007.bayer.com/
7
http://www.kimberly-clark.com/ KC 2007 Annual Report (according to us, the R&D expenses seem
underestimated)
8

Strengths
Strong research and development capability
Diversified business portfolio
Strong financial performances
Strong return on average assets and investments
Weaknesses
Poor inventory management
Increasing cost of healthcare segment
Opportunities
Growing demand for LCDs
Rising healthcare spending in the US
Global expansion
Threats
Growth in private labels Exchange
rate fluctuations Slowdown in the
US and Eurozone8

3M Company has a strong business portfolio divided into six business segments: 9

Consumer and office business
- Sponges, scouring pads, high-performance cloths, consumer and office tapes,
repositionable notes, carpet and fabric protectors, construction and home
improvement products, home care products, protective material products and
consumer health care products.

Display and graphic business
- Optical films and lens solutions for electronic displays, touch screens and touch
monitors, reflective sheeting for transportation safety and commercial graphics
systems.

Electro and communication business
- Packaging and interconnection devices, insulating and splicing solutions for the
electronics, telecommunications, electrical industries, and visual systems.

Health care business
- Medical and surgical supplies, skin health and infection prevention products,
pharmaceuticals (sold in December 2006 and January 2007), drug delivery systems,
dental and orthodontic products, health information systems and microbiology
products.

Industrial and transportation business
- Tapes, coated and nonwoven abrasives, adhesives, specialty materials, filtration
products, closures for disposable diapers, automotive components, abrasion-
resistant films, structural adhesives and paint finishing and detailing products.

8
www.datamonitor.com/ 3M Company
9
http://solutions.3m.com/ 3M Businesses
9

Safety, security and protection services business
- Personal protection products, safety and security products, energy control products,
commercial cleaning and protection products, floor matting, roofing granules for
asphalt shingles, and Track and Trace products, such as supply chain execution
software solutions.

3M’s six business segments bring together common or related 3M technologies, enhancing
the development of innovative products and services and providing for efficient sharing of
business resources. These segments have worldwide responsibility for virtually all 3M
product lines. Certain small businesses and lab-sponsored products, as well as various
corporate assets and expenses, are not allocated to the business segments. 10

Industrial and
Transportation
2775 80
Health Care
7274
3070 Display and Graphics

Consumer and Office

Safety, Security and
3403
Protection Services

3968 Electro and
Communication
3892
Corporate and
Unallocated

Figure 2: 3M’s six business segments and their proportion of the total sales in 2007
Sources: www.3m.com/ 3M Company, 2007 Annual Report

About the distribution at 3M Company, we can see that 3M products are sold through
numerous distribution channels, including directly to users and through numerous
wholesalers, retailers, jobbers, distributors and dealers in a wide variety of trades in many
countries around the world.
3M’s general offices, corporate research laboratories, and certain division laboratories are
located in St. Paul, Minnesota. In the United States, 3M has nine sales offices in eight states
and operates 74 manufacturing facilities in 27 states. Internationally, 3M has 148 sales
offices. The Company operates 93 manufacturing and converting facilities in 32 countries
outside the United States.11

10
11

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R&D at 3M Company

The main challenges of 3M Company are:12
high diversity of products and services (over 50,000 different products)
highly decentralized organization
different customer needs in local markets
The company will try to tackle those challenges and therefore keep a leading position as an
innovative company by developing customized product in local markets and transferring
know-how across business units and markets.

3M Company has a strong focus on research and development (R&D) and has consistently
invested in it for the past few years. The company’s R&D expenditure as a percentage of
sales accounted for 5.6% in 2007. The company’s R&D capabilities, with its strong knowledge
and understanding of technologies such as adhesives, materials science, light management,
micro replication and non-woven materials, has resulted in production of several innovative
products such as 3M Paint Replacement Film, Post-it, and Scotch-Brite. Further, through
global manufacturing facilities and R&D centers, the company has substantially reduced
cycle time, from innovation to commercialization, to two and a half years from a period of
four years. The company’s strong R&D capability provides it with a competitive advantage
and helps it to innovate and launch new products.13

Here is the R&D intensity (R&D expenditure as a percentage of sales) of 3M Company during
the last five years. Unfortunately, the R&D intensity for each of the six business segments is
not available nor on the 3M’s website or in 3M’s annual report. We assume that the R&D
intensity of 3M Company is an average of the six business segments and does not really lect
the reality of each business.
The graph shows that the R&D intensity is on average of 6.33 during the last five years.
However there is a decline of one percentage point in 2007 when compared to 2006, due to
the divestment of the R&D-intensive Pharmaceuticals business.14

Board of Directors of 3M

George W. Buckley
Executive Chairman of the Board

Linda G. Alvarado
President and Chief Executive Officer, Alvarado Construction, Inc.

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Vance D. Coffman

Retired Chairman of the Board and Chief Executive Officer, Lockheed Martin Corporation

Michael L. Eskew
Retired Chairman and Chief Executive Officer, United Parcel Service Inc.

W. James Farrell
Retired Chairman and Chief Executive Officer, Illinois Tool Works Inc.

Herbert L. Henkel
Retired Chairman of the Board and Chief Executive Officer, Ingersoll-Rand plc

Edward M. Liddy
Partner, Clayton, Dubilier & Rice, LLC

Robert S. Morrison
Retired Vice Chairman, PepsiCo Inc.

Aulana L. Peters
Retired Partner, Gibson, Dunn & Crutcher LLP

Inge G. Thulin
President and Chief Executive Officer

Robert J. Ulrich
Retired Chairman and Chief Executive Officer, Target Corporation

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BOARD OF DIRECTORS OF 3M INDIA LTD.

Name Designation

Ajay Nanavati CEO

Ajay Nanavati Managing Director

Albert C Wang Addnl. & Non Exe.Director

B C Prabhakar Ind. Non-Executive Director

B S Iyer Ind. Non-Executive Director

B V Shankaranarayana Rao Whole Time Director

D J Balaji Rao Chairman & Ind.Dire (Non-Exe)

K Vijay Kumar Whole Time Director

Sadhana Kaul Whole Time Director

V Srinivasan Company Secretary & Compliance Officer

V Srinivasan Secretary

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PRODUCT PROFILE
There are 8 division in the organization and I was
working in safety, security and production division.

1. Display & Graphics

We’re a world leader in films that brighten the displays on electronic products, such as flat-
panel computer monitors, cellular phones, PDAs, and LCD televisions.
Architectural Markets
Commercial Graphics
Commercial Graphics-Let's talk Ideas
Computer Privacy Filters
Digital Signage & Narrowcasting Solutions
Mobile Interactive Solutions
3M Touch Systems
Traffic Safety Systems

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Architectural Solutions Presentation & Projection

Inspiring architectural design with
Products
creative lighting capabilities, wall
coverings and glass films, including DI- Wherever you find a great meeting, you'll
NOC™ Architectural Finishes and Fasara™ find 3M solutions such as digital &
Glass Finishes. overhead projectors, transparency films
and related accessories.

Computer Privacy Filters

Touch Screen Systems

3M Computer Privacy Filters help protect
confidential on-screen data. Great in high
traffic areas such as airplanes and Wi-Fi
locations. Sizes available to fit most
notebook and desktop LCD screens. 3M Touch Systems offers a comprehensive
portfolio of touch screen and touch monitor
products.

Display Films (Vikuiti™)

Vikuiti™ films offer solutions for
portability, readability, and unique
lighting conditions. 3M's full line of products for traffic control
and guidance are extensively researched
and tested for high performance, durability,
and quality.
Large Format Graphics

(Scotchprint™)
A total graphics solution that provides
high impact & message consistency while
delivering product reliability and
durability.

To find Large Format Graphics outside the
United States:

Visit Scotchprint™ Graphics Worldwide

2. Electronics, Electrical & communication

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3M is a leading supplier of innovative solutions to the electrical, electronics, and
telecommunications industries.
Electronics Design & Manufacturing
Electrical Markets
Telecommunication Solutions
Communication Electronics Design &

Technologies Manufacturing
Explore the 3M suite of innovative Find 3M materials and solutions that meet
products and industry-proven and exceed the electronics manufacturing
telecommunication solutions tailored to industry's three major needs - quality,
your situation. protection, and performance.

Copper Display Sub-Assembly
Fiber Electronics Assembly
Locating & Marking Flexible Circuit Foundry
Repair & Service Center Hard Disk Drive Assembly
Test & Measurement Printed Circuit Board Assembly
Electrical Semiconductor Fabrication
Utilities & Power

Look to 3M for electrical solutions for
construction and maintenance, industrial Solutions that support existing and
and utility applications, and innovative alternative energy sources, increased
products for OEM manufacturers. capacity and environmental and worker
safety.

Electrical Commercial & Industrial
Electrical OEM Materials
Electrical Utility

3. Health Care
3M Health Care is committed to providing the health care community with innovative solutions,
based on 3M's diversified technologies, that help improve the quality of life.
Dental (3M ESPE)
Food Safety
Infection Prevention Solutions
Orthodontics (3M Unitek)
Skin and Wound Care
Stethoscopes (Littmann®)

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Medical: Infection Prevention Oral Care: Dental (3M ESPE)
We offer the broadest array of solutions in the One of the largest dental supply companies in

fight against hospital-acquired infections. Our products are the world, 3M ESPE works collaboratively with dental
backed by a diverse portfolio of educational programs and professionals around the globe to find ways to make
knowledgeable technical service to provide practical dentistry faster, easier and better for professionals and their
support for your patients and staff. patients.
Medical: Skin and Wound Care Oral Care: Orthodontics (3M Unitek)
Our extensive line of trusted products helps Offering more than 14,000 orthodontic solutions

simplify and improve skin health and the treatment of worldwide, we're an industry leader differentiated by our
wounds, both acute and chronic. These products provide unwavering commitment to superior customer service and
cost-effective solutions and are supported by educational high quality products and services for straightening teeth
services, professional and technical support. and improving healthy smiles.
Stethoscopes (Littmann®) Food Safety (Microbiology)
A trusted leader in auscultation technology. 3M designs, manufactures and markets a full line

Littmann brand stethoscopes are renowned worldwide for of testing and monitoring products globally that assist food
unsurpassed quality, precision, acoustical superiority, processors in providing healthy, wholesome and safe food by
innovative design and exceptional performance. managing their quality and safety risk.
Medical Specialities and OEM Drug Delivery Systems (Worldwide)
Products We partner with pharmaceutical and biotech

The trusted source for medical device and

companies to team their molecules with our inhalation or
transdermal drug delivery technology offering a full range of
feasibility, development and contract manufacturing
product manufacturer. We offer innovative solutions, capabilities.
technologies and services for the medical device
component market, including medical, surgical, ostomy, Veterinary & Animal Care
electrodes, optical, retail, and diagnostics. Extending its health care expertise to animals,

Health Information Systems
Software and consulting services solutions 3M provides high quality products and services to veterinary
professionals, trainers and pet owners in the companion
animal and equine marketplaces.

across the health care continuum for transcription, speech
recognition, clinical documentation improvement,
document management, computer-assisted coding,
quality, and revenue cycle management.

4. Safety, security and production

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We produce products that increase the safety, security, and productivity of workers, facilities, and
systems around the world.
Building & Commercial Services
Construction Industry Centre
Corrosion Protection Products
Food Safety
Mining Market Center
Occupational Health & Environmental Safety
Security Systems
Track & Trace Solutions

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Building Life Cycle Solutions Personal Protective Equipment
3M provides premier facilities with innovative, 3M makes comfortable protection solutions

high–value solutions to protect the life of their buildings designed to ensure worker safety and meet protection
and improve the performance and productivity of their requirements. Products include, but are not limited to,
operations. respirators, eye and hearing protection, headgear, sorbents,
Fire Protection Solutions software, and services.
Food Services Solutions To find more information about 3M OH&ES
Corrosion Protection Products products outside the United States:
Visit 3M OH&ES Worldwide
3M™ Corrosion Protection Products provides
Personal Safety
Whether at work or play, 3M offers personal

3M™ Scotchkote™ Fusion Bonded Epoxy Powders & Liquids
for corrosion protection of steel pipelines and associated
fittings used in the oil, gas, water and construction safety products that provide the ultimate protection,
markets. comfort, and safety.
Water Infrastructure Security Systems
Facilities Cleaning & Care 3M offers solutions for nearly every aspect of the
Cost-effective cleaning solutions that help

secure identity process, including security materials,
protect facilities and people, while creating a cleaner, biometric identification systems and credential issuance and
safer, and more comfortable environment. authentication systems.
Library Systems Track & Trace Solutions
A global leader in library innovation for 35+ Using RFID, RTLS, GPS and other technologies,

years, 3M provides security, productivity and information 3M provides comprehensive track and trace solutions that
management solutions that harness technology to enable a deliver customer value by improving asset utilization, safety
more human library, where librarians can spend more time and security.
helping patrons. Traffic Safety Systems
To find more information about Library Systems
outside the United States: 3M's full line of products for traffic control and
Visit 3M Library Systems Worldwide

guidance are extensively researched and tested for high
performance, durability, and quality.
Window Safety
3M™ Safety & Security Window Films add a layer

of protection to your windows. They help protect against
severe weather, bomb blasts or attempted break-ins.

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Corrosion Protection Products
The Corrosion Protection Products Division of 3M offers a truly comprehensive array of
products that ensure effective protection against corrosion for a vast variety of
installations and structures. While 3M™ Scotchkote™ Fusion Bonded Epoxy Powders and
Scotchkote™ Liquid Epoxy Coatings offer protection for steel pipelines and associated
fittings used in the oil, gas, water and construction markets, the range of 3M™
Scotchcast™ Powder Resins are ideal for OEM electrical insulation applications. Our
mission is to provide innovative products and superior service in the markets we serve.

To find information on products‚ first choose the market that you are interested in.

Oil & Gas Water Infrastructure Building & Construction

Protect your investment of Maintain and protect potable Solutions for protecting
steel pipes and fittings. water pipes. buildings and related assets.

Utilities & Power Transportation Production &
Infrastructure Manufacturing
Repair and protect equipment
and buildings. Systems to protect and finish Protection of tanks, pipelines,
many types of substrates. structures, equipment and
buildings.

5. Transportation Industry
We provide high-quality abrasives, tapes, films, adhesives, and specialty materials for the
manufacture, repair, and maintenance of autos, aircraft, boats, and other vehicles.
3M Automotive OEM
3M Automotive Aftermarket
3M Car Care

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Aerospace Specialty Vehicle

Whether you're involved in Integrating 3M's vast product and
manufacturing, maintenance or repair in technology portfolio to provide innovative
the Aerospace industry, 3M provides solutions for the design, manufacture, and
efficient and cost-effective solutions for maintenance of commercial and
sanding, masking & paint systems, recreational vehicles.
aircraft sealant removal and more.

Automotive

3M's full line of products for traffic control
3M offers solutions, from abrasives to and guidance are extensively researched
paint finishing, using our most advanced and tested for high performance, durability,
technologies for designers, manufacturers and quality.
and OEMs in the Automotive industry.

Marine

Come aboard and learn more about our
unique products and systems designed to
keep your boat ship shape.

6. Manufactring Industry
Our innovative products and services help manufacturers improve their businesses. With a global
network, we meet needs of both multinational and local customers.
Abrasives
3M Adhesives & Tapes
3M™ VHB™ Tapes
CUNO Filtration Systems
Dyneon™ Fluoropolymers
Energy Markets
Renewable Energy Market
Composites Manufacturing Packaging Solutions

Our full line of innovative products help Rely on 3M packaging tapes, labels and
improve worker safety and comfort, enhance equipment for greater design flexibility, efficiency and
productivity, and promote consistent quality results. improved performance.
Construction & Architecture Paints & Coatings

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Reliable solutions for designing, building, Easy-clean coatings, stain-resistant
protecting and operating facilities. additives and more. 3M™ Novec™ Fluorosurfactants are
Emergency/Directional Signage ideal wetting and leveling agents, the way to smoooooth
Industrial Building & Contractor Solutions paints and coatings!
Personal Care Products
MRO Solutions
Converter Markets (Label & Diecut)

High-quality components and reliable
services for manufacturers of beauty care, infant
3M innovation provides our converter
diapers, feminine hygiene, and adult incontinence
customers with the highest performing and most cost
products.
effective material solutions available.
Renewable Energy
HVAC Filter Products (Filtrete™)

Providing advanced material technologies
Filtrete™ Commercial HVAC Filters use
for: energy generation (solar, wind energy, bio-fuel) and
innovative 3M media technology. The unique
energy conservation (commercial, residential,
combination of high-in-use efficiency, low pressure
automotive, and safety and security window films).
drop and long filter life are a good choice for building
Utilities & Power
owners.
Maintenance & Repair

Solutions that support existing and
alternative energy sources, increased capacity and
3M offers thousands of products and
environmental and worker safety.
solutions, from abrasives to worker safety, for the
Water Filtration Systems
maintenance, repair and operations industry.
Mining

3M Water Filtration Products lower up-
front & operating costs and help protect against the
3M provides mining operations with a
effects of scale & sediment for longer equipment life.
number of industry-leading technologies, including
Recipe Quality Water™ for the foodservice industry.
specialty materials for explosives and acid mist
Window Films
suppression.
To find more information about 3M mining products
outside the United States:
Visit 3M Mining Worldwide
Oil & Gas 3M™ Window Films provide sun control
and safety benefits. They improve comfort, save energy
and reduce fading. They also can add a layer of
protection against severe weather and street crime.
Woodworking & Furniture
Choose from nearly 10,000 3M
products/materials that are used in every corner of
the O&G industry – from exploration, production and
refining to transportation and marketing.
From bonding and surface finishing your
products to cushioning and protecting them, 3M offers
many solutions for woodworking, cabinetry, and
furniture manufacturing.

34

7. Office Supply
From taping to organizing to communicating, and to helping provide a
healthier and more comfortable office environment, 3M provides products
that help people get the job done and make their lives easier and better.
The Office Supplies Division manufactures Post-it Brand products,
®

including notes, flags, dispensers, easel pads, bulletin boards and
electronic software notes; a wide assortment of custom printed Post-
it Brand products; 3M™ Office Ergonomic Products, including 3M™ Precise
®

Mousing Surface, 3M™ Renaissance™ Mouse, 3M™ Polarizing Lighting
Products, gel-filled wrist rests, adjustable keyboard trays, document
holders, air cleaners, and many more.
Office
Post-it®
Ergonomics
Promotional Markets

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Ergonomics & Workstation Packaging & Mailing

Accessories Stick with the original! Choose Scotch®
Office and Packaging Tapes. We are
3M has a range of office products and committed to delivering products that get
accessories to help you make your the job done right.
workstation a more comfortable,
productive environment.
Post-it® Custom Printed
Meetings & Presentations

Products
Wherever you find a great meeting, you'll Simple and effective ways to deliver
find 3M solutions such as digital & advertising impact and promote your
overhead projectors,transparency films company, product, or brand. Communicate
and related accessories. your message day after day, sheet after
sheet.

Mounting, Adhesives, &
Post-it® Products

Tapes Whether it's with Post-it® notes, flags,

3M Mounting, Adhesives & Specialty and easel pads, or Post-it® software
Tapes products for your work, crafts, notes at work or home, Post-it® brand
projects, and hobbies. Stick with the
original, 3M™ and Scotch® brand products are always ready to help.
products.

8. Home and Leisure
Air Cleaning Filters (Filtrete™)
Automobile & Boat Care
Cleaning & Protecting
Home Improvement & Repair
First Aid (Nexcare™)
Health & Personal Care
Personal Safety & Comfort

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Cleaning & Repair Personal

Whether you're tidying up around your Products and solutions for your personal
home or packing and moving to a new health and physical well-being and safety.
one, 3M has what you need to clean,
protect and maintain your personal items.
First Aid (Nexcare™)
Health & Personal Care
Air Cleaning Filters (Filtrete™) Personal Safety & Comfort
Automobile & Boat Care Pet Care
Cleaning & Protecting
Home Improvement & Repair

Hobbies
3M offers a range of products to enhance
the lives of pets and pet owners alike.
Antibacterial pet care products, and
products to clean and protect your carpets
and furnishings can make living with your
Trust your favorites! From Scotch® Tape pet easier.
andPost-it® Glue Sticks to Ultrathon™
Insect Repellent, 3M has what you need
for your craft or hobby.
Fly Fishing (Scientific Anglers™)
Sports & Outdoors

Home Office

3M has the products to help you get
organized! Whether it's Post-it® Notes,
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37

SWOT ANALYSIS
SWOT analysis is a basic, straightforward model that provides direction and serves as a
basis for the development of marketing plans. It accomplishes this by assessing an
organizations Strength (what an organization can do) and Weakness (what an organization
cannot do) in addition to Opportunities (potential favorable conditions for an organization)
and Threats (potential unfavorable condition for an organization).

SWOT analysis is an important step in planning and its value is often underestimated
despite the simplicity in creation. The role of SWOT analysis is to take the information from
the surrounding and separate it from internal issues (strength and weaknesses) and
external issues (opportunities and threats). SWOT analysis assists the firm in
accomplishing its objectives (strength or opportunity) and overcoming the obstacles
(weakness or threats).

STRENGHTS -

a) Strength:-
1. Advantage of Proposition : No equivalent product in market
2. Capabilities: Instant water proofing
3. Competitive Advantage:
 Differentiation –
 All Weather Application
 Quick Setting Time
 DIY
 Emergency Water Proofing(Unique Product)
 Differentiation Focus-
Catering to niche requirement(EWP)
4. Unique Selling Points:
 All weather application
 Low temperature application
 Instant water proofing
 Single coat Application
 Ready to use
5. Innovative Aspect:
 3M technology gives touch dry surface in 4-6 hrs
 Works In wet as well as dry conditions
6. Location: Delhi and NCR areas nearby have huge requirement of such product

38

WEAKNESSES:

1. Disadvantage in Proposition : No awareness among the customers

2.Lack of competitive strength:
 Cost focus
 Cost Leadership
3.Timescale : Supplies of product are after monsoon.
4.Product durability : no guarantee.
5.Retail distribution channel is not available.
6.No staff for business development.
7.Price is much higher than competitors in market.

OPPORTUNITIES:

-
1. Competitors vulnerability :

 Their product works only in dry conditions.
 No equivalent product
 Setting time is 6 times
 Multiple coat application
 No DIY product
 No ready to use product
2. Seasonal Influence : The requirement for EWP is in monsoon season
3. Target market : Delhi ( NCR)
Gurgaon

THREATS:

1. Competition Intensions: Short Product Life Cycle.
2. Market Demand: less market demand because product in nish market.

3. There are two new company entering in market.

4. New companies are A) –Perma Building Chemicals
B) -Fairmate Chemicals

39

About The Product
• Scotchkote -Roof coatings
• Emergency waterproofing
• All weather application
• Single coat application
• Comes “ready to use”
• Minimal preparation required
• Excellent adhesion
• Flexible
• Crack bridging capabilities
• Will seal through pounding water
• Low temperature application
• Coverage Rate : 1.12 m² / kg at 500 microns dft, 12 ft² / kg at 20 mils dft

40

RESEARCH OBJECTIVE
1. The purpose of this project is to develop a study which can provide 3M
clear picture about the current market scenario so that 3M can
successfully launch their Emergency waterproofing (SEAL TECH AW-
654 ) for the first time in the retail market.
2. To Gather the knowledge about the Retail Construction chemicals
market and competitors in market , a sample of 40 in house hold and
200 in retailer interviews were conducted in ncr.
3. To understand the existing brands of water proofing, go-to strategy
followed by each and their promotion activities.
4. Organization gets the clear picture of the current market scenario and
recommend marketing mix for the product

41

RESEARCH METHODOLOGY
The topic “Research on Emergency water Proofing ” for the project work was
suggested to me by the Project Guide of 3M India Limited. He asked me to conduct
a survey in areas where the coca-cola market is weak as well as high and to find
out the problems faced by the retailers as retailer is one of the prime channel
members in the distribution channel.

Armed with the ideas provided to me by the RTM and the Area Sales Manager, I
went ahead for the research. In order to collect samples during my survey I planned
to take recourse to the Random Sampling because as the name suggests, in this
method of sampling any unit of population can be selected at random. In my
research, the Hobby centers and Stationary retailers in the region comprise the
universe. Therefore, they are the ones who constitute as the main source of
information to me.

SAMPLE SIZE FOR SURVEY

The survey was done in about 150 paint shops and 120 Hardware store.

SCOPE OF THE STUDY

1. By this study company can know its growth.
2. This study helps the company to know their actual position in the market.
3. This study helps to find out the promotion activities of the company and
help to Make relevant changes according to their rivalry company. This study
ensures the availability of the product in the market.
4. The study helps to find out the problem of the counter and to find out the
requirement for more sales.

SIGNIFICANCE OF THE STUDY

1. This project is helpful to find out the sale trends of the coke products and its
effect on consumer value and satisfaction.
2. This study provides an insight to the company that what kind of strategy
must be adopted in order to increase the sales and satisfaction of the
retailers and consumers.
3. This project directly deals with the interaction of different kind of people.

42

METHOD OF DATA COLLECTION

There are different methods of data collection. They are :-observation,
experimentation, uncontrolled experimentation, controlled experimentation, survey
and focus group. Here the data are collected by market survey.

MARKET SURVEY

Market survey is one of the most widely used MR technique .it is at times viewed as
synonymous with marketing research. This is erroneous. It has to be understood
clearly that market survey is just one of the techniques of MR and is not
synonymous with MR. It is just one of the methods of collecting marketing
information required for a given marketing assignment. It is used when the required
data is not available with the company’s internal records, as well as external
published source. Here the researcher carries out opinion pools involving sales
persons, dealers, traders and experts. Trade surveys are very common. In
conducting these surveys, the researcher has to carefully select the instrument and
methods of surveying.

METHODOLOGY

The data can be dichotomized into two types: primary data, secondary data. In this
study the data collected was mainly primary data. The respondents were from the
area of Laxmi nagar and pitampura territory. The secondary data were obtained
from the Coca-Cola city office. The sample size collected for the various objectives
where, from the total number of outlet the sample size determined was: 200

– Interview of retailer / distributors

– Internet research

– Questionnaire

• Market Size

• Market Type

43

• Competitors

• Margin on sale

• Pricing

• Most preferable Brand

• Promotional Activities

• Equivalent Product

• Feedback about our Product

INSTRUMENT FOR DATA COLLLECTION:

The primary data collected through the survey method for the purpose of the
study. The survey was done by using questionnaire method. Beside this I had an
informal discussion with the Hobby centers which also incuded play schools and
stationary outlet. Secondary data: information regarding the organization was
obtained from secondary sources like company journals, company websites,
publications & records.

RESEARCH DESIGN
The design appropriate for this research is Exploratory Research Design.
Exploratory research studies are also termed as formulative research studies. The
main purpose of such studies is that of formulating a problem for more precise
investigation or of developing the working hypothesis from an operational point of
view. The major emphasis in such studies is on the discovery of ideas and insights.
As such the research design appropriate for such studies must be flexible enough to
provide opportunity for considering different aspects of a problem under study in
built flexibility in research design is needed because the research problem, broadly
defined initially as transformed in to one with more precise meaning in explanatory
studies, which fact may necessitate changes in the research procedure for gathering
relevant data.

44

The survey was conducted in Delhi (NCR) by asking from the hobby centers and
Stationary outlets.

The Exploratory Research Design could be accomplished by study of secondary
data:

 Secondary data are those which have already been collected by someone else
and which have already been passed through the statistical process.

 Company is product information brochure.

 Various articles related to consumer electronics published in the newspapers
& magazines.

 Company’s profile brochure.

45

Market size:-Research Area

o Delhi (NCR)

 No of paint Dealers – 2800

 Total sale of construction chemicals Rs 24 Cr/ Month

 In domestic Market the sale of Waterproofing chemical 28% is 5
to 6.72 Cr / Month

 Roof Waterproofing products share is 34% in total water
proofing.

Delhi (NCR) Sales

28%
Roof water Proofing
Others
72%

46

Gurgaon
• No of paint Dealers – 950
• Total sale of construction chemical in domestic
market – 10 Cr / month
• 25% Waterproofing chemicals sale value 2 to 2.5
Cr/months.
• 68% of Population is aware about waterproofing.

Gurgaon Sales
25%
Water
Proofing
Others
75%

47

Competitors Analysis.

fPidilite-As Market leader
1. Pidiproof LW+
• Features
• 1)Cementatious product
• 2)MRP- Rs 125
• 3)Fast moving in market
• 4)Preferable product in Bangalore & Chennai Market
• 5)Appearance - Free flowing thin liquid
• 6)Colour - wine red
• 7)Dosage 200ml/50 kg cement
• 8)Packaging- 200 ml, 1, 5 , 10, 20 & 100 liters

2. Pidicrite URP
• Features
• Latex for waterproofing
• MRP- Rs 245
• Fast moving in cochin market
• Appearance - Liquid
• Colour- White
• Dosage- 10 lts / 50 kg cement
• Packaging -500 gm, 1 kg, 5 kg, 10 kg, 20 kg & 50 kg
• Coverage - 20 – 22 sq ft/kg for two coats
• (URP + cement in ratio of 1:15)

48

Cico- As a market follower
• Cico No. 1
• Features
• Cementations product
• MRP- 50
• Appearance- white liquid
• Used with (Water: Cement)
• Coverage- 16-17m2 / 1L
• Packaging- 1, 5 , 20&50 L packs

• -Araldite
• Features
• Latex product
• MRP- 690
• Appearance- yellow liquid
• Used to fix the stones, glasses.
• Coverage- small area
• Packaging- 10,50,100,500,1000gm packs

49

Competition Analysis- Market share in
Delhi(NCR)

Market share
Dr.Fixit
15%
8% cico

araldite
19% 58%

Others(Sika,perma
,fairmate )

Market share in Gurgaon(NCR)

50

Market Share
12%
9% Dr.Fixit

18% cico
61%

Others(sika,
roff,fairmat
e,perma)

51

DISTRUBUTION

DISTRIBUTION NETWORK
The structural representation of the distribution channel is as follows:-

Manufacture

Mother godown

C&F Agent Company Depots

WSS (Whole Sale
Stockiest)

Whole sellers Retailers

52

Five Forces of market influence the market
Five Forces That shape industry Competition

Supplier’s power-
In 3M the suppliers are not more powerful because the

supplier of 3M is not in Big then the firm.

Buyer’s Power –
Buyers are Individual Customers they are not powerful But Customer is Always
king so we not forget him.

Threat of new Internet-
• New internets of the Market is very Harmful for us if They have more
Resources

1. Parma Chemicals

2.Fairmate

53

Threat of Rivalry-
• Our rivalry firm is Pidilite’s Brand Dr. Fixit Which is very powerful in Indian
market and market share is more then 68% Coverage

Threat of Substitute-
• Major of substitute of our product is cement, tarcole , M-Seal

54

DATA ANALYSIS AND INTERPRETATION

SURVEY OF PAINT & HARDWARE STORES IN NCR
REGION:
There are some specific areas covered for the purpose of survey in the Laxmi Nagar
territory, New Delhi. Generally these areas are good in terms of sales and the Hobby
Idea season affects the sale positively. But, there is a downfall in the expected sale
because of the changing trend. To find out the reasons, loop holes improvement to
be needed for high satisfaction as it will increase the sales volume, the survey was
done.

At first the Hobby Centers were explored and the intensity of sales promotional
activities was measured.

Next to it was the feedback of stationary outlets. It came as from questionnaire
method. The complains were noted and the responses were taken.

AREA COVERED:
LAXMI NAGAR
SHAKARPUR
MAYUR VIHAR1
MAYUR VIHAR 2
MAYUR VIHAR 3
PREET VIHAR
JITAR NAGAR
PITAMPURA
SHAKUR BASTI
RANIBAGH
NAHARPUR
ROHINI SECTOR-7
ROHINI SECTOR-8
ROHINI SECTOR-9
ROHINI SECTOR-10
RAJIV NAGAR

55

RALWAY ROAD
SANT NAGAR
JOR BAGH
BADARPUR
MITHAPUR
CHATERPUR
JAUNAPUR
SULTANPUR
AJARANGARH
HAUJKHAS
SAAKET
SAKARPUR
PREET VIHAR
NIRMAN VIHAR
AYA NAGAR
GHITONI
GURGAON SECTOR-10
GURGAON SECTOR-11
GURGAON SECTOR-12
GURGAON SECTOR-13
GURGAON SECTOR-14
DWARKA MODH

56

OBSERVATION
3Mhas its own management system which is a major tool that helps management
in problem solving and framing marketing strategy. Here the market research is
carried out at different places. In order to see the response and seeking the
influence of the Hobby Idea season especially in the market , the survey was done
to find the areas where there is scope for reinforcing and applying the newer
strategies of sales promotion for the brands of the company.

MARKET OBSERVATIONS:
PAINT &HARDWARE DEALER’S RESPONSE
A. Management Problems
1. Company does not support dealers
 No regular visit from the sales people.

2. Dealers are annoyed with the sales representative.
 No stock delivery after being ordered.

3. Margin
 Compared to competitor’s price, products have fewer margins.

4. Replacement problem (Time Consuming and Negligence).
 Replacement of some items like acrylic colors are pending.

B. Market Picture
 No direct letter is given to the retailer regarding the schemes introduced by
the company.
 Not proper supply of orders.
 Some products facing negligence from customers.

57

SUGGESTIONS & RECOMMENDATIONS
According to 4ps of Marketing-
• People
Sales Hierarchy

National Sales
Head

Regional Sales
Manager

Area Sales
Manager

Sales Sales Sales Sales
representatives Representatives Representatives Representatives

Selection of Distributor
Relevant Experience –
2-3 years of Experience of Distributor required.

• Self Involvement in the business

No Competitors Distributorship –
• Distributor should not be dealing with any competitors product

• The distributor should be able to function as dedicated channel partner of 3M

Infrastructure-

58

• Storage Go down

• Delivery vehicles

• Computer , telephone , net connection

Capital Investments-
• The distributor should be financially sound

Good Reputation in Market-
Very good And reputed distributor selected only for distributorship

Promotion –
Promotional Meet –
• Demonstration of the Product

• Target Audience( Contractors, interior decorators , Engineers)

• Prelaunch meeting with Mason & retailers .

• Free sample for mason, Retailer.

Distribution of demonstration-
• C.D. and pamphlets in apartments , Independent houses society, free with
news paper( Times of India).

• Big holdings in some area like DLF city entry gate, Sikender Chowk,
Pitempura , Chatterpur.

Demonstration Videos on web sites –
• Demonstration videos on websites like: Youtube

• Facebook , twitter forum can be created with the company and product name
. Info about the product can be shared.

Newspaper , radio, TV advertisements –
• Newspaper like Times of India “property” & Danik Jagran hindi.

59

• Radio channel like big FM, City FM.

• T.V. channel like Sony, Star & Business News channel

• Free samples along with some other 3m product

Street plays-
• Street Plays creating awareness among people.

• conduct games and quiz winner awarded free sample.

Attractive Incentives / Gifts On Sale-
• Target achieved by retailer then tour and big gifts for them.

• Some gift like calendar , holi, dipawali, chrisms gift .

Product-
• Packing Size : Fast moving Packing size is50,100,200, 500 ml , 1lt and 2 lt.

• Product name: Name of the product should be easy to recall e.g.:- Quick fix
(pidilite product)

• Packaging is very attractive which attract the customer to see and buy.

Price of the Product-
• Because of the price sensitiveness of Indian customer I’m not suggest price
more then 340 Rs.

• According to my research if we se the retailer's perceived price for our product
is in the range of 180 to 450 so in the range of this scale our price is good for
the customers.

• If we see the competitor’s average price for end customer Dr. fixit LW+ 105
Rs & URP 215 Rs , Cico no. 1- 45 Rs then our price 340 Rs satisfied all the
constrain.

• Here we also see that Dr. fixit LW+ is most prefferable by customer which is
not much price and Cementations product.

60

PLACE- Distribution channel

Manufacturing
Unit

Consignm
Distributor
ent Agent

Retailers Retailers

End End
Customer Customer

Target Cities Across India

61

ANNEXTURE

QUESTIONNAIRE-CATEGORY FIRST

Market Research of Existing water proofing system(roof)- FOR
RETAILOR
Researcher name - Manendra Shukla

Questionnaire

A Store Name Category

B Owner Name
PhoneNo.+91
C Address

D Do you deal in water proofing system
1. Yes 2.No

E Mention Type of product in your store
1.cementatious 2
latex
2.two part
3.if other specify

F Which category of product is preferred by customer?

G which brand are you selling currently? CP SP
1.Dr.Fixit
2.Roff
3.Frosroc
4.Araldite
5.chocksey
6.Siko

(a)End customer pricing.

62

(b). Retailer Pricing /Margin.

(c). Distributor Pricing /Margin.

H Which is the most popular brand & Why ?

I Quantum of volume sold in a month

K Which Brand you prefer to promote & why ?

L what kind of customer comes to you?Who are the influencers
1.Mason
2.Engineer/Interior designer
3.Individual customer

M if more than one of the above guesstimate of the ratio

O What are the 3 most critical factors for the buyers for their decision making.

a.
b.
c.

P Expectation of end user on cost of repair:

Q What price customer look for the product

R Which distributor services your requirement

S Please rate him on a scale of 1-5 on the following:

1. Response Time
2. Quality Of Material
3. Brand name
4. Cost

63

5.Warrantees/gurantees

T What kind of Promotional activities are carried out by various brands.

U who/what influences the customer?

V
which advertising media is most effective :

(a). Prevalent promotion schemes in the market.

(b). Inputs on promotion team in place from
competition.

W feedback about our product
1.Poor
2.Fair
3.Good
4.Excellent

X Product is suitable for Indian market :

J What kind of complaints’ you normally come across from customers?

1. No( ) 2. Yes ( )
(a)Which type-

64

QUESTIONNAIRE-CATEGORY
SECOND

Market reasearch of emergency waterproofing system (Roofing )- FOR
independent houses/ appartments)
Target audience(independent houses/ appartments)

Name

Address

Telephone No

a Have you used any water proofing material in your house
yes/no (
b What was the pain area?

c Which Product youpreffered& Why?

d How you came to know about the product ?

e Choose a brand from the following?
1. Dr.Fxit
2.Araldite
3.sicko

f which type of product used?
1.Cementatious
2.Two part

g Life expectancy from a product?

h Point of purchase(store from where they buy)

65

i Who visits the stores
a)Mason
b)customer

j Explain concept of our product &feeback .

k favorable cost
a)900
b)1100
c)1300

BIBLIOGRAPHY

(1) Website of Hindustan 3MIndustries Ltd.

www.pidilite.net

www.pidilite.com

(2) Information brochure of 3MIndustries Ltd.

(3) Research Methodology by C.R. Kothari.

(4) Marketing Management, Phillip Kotler & Keller.

(5) Consumer Behavior, Keith Davis.

66

Market Analysis project Report 3M india ltd -manendra shukla

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