OBJECTIVES

To find out the satisfaction level of customer. To find out the areas of improvement in coirfit mattress. To study the level of awareness of coirfit amongst population. To give suitable suggestion and recommendation by which Coirfit can increase market Share. To make a SWOT Analysis of the company.

COMPANY PROFILE
USER DIVERSITY: THE KEY TO PRODUCT RANGE

Range is the strength that keeps Tirupati coir one of the preferred national names in high quality PU Foam today. The five manufacturing plants foam material and comfort products in densities and grades, which range from 9 KG/m to 65 KG/m from extremely soft to very firm. Besides these, the company can also easily re-programme its production capacities to create PU Foam material in qualities and dimensions to meet specific requirements of discerning customers.

The current range of Tirupati coir includes a wide variety of comfort products mattresses, pillows, cushions, bolsters, carpet under lays, mattress toppers, sofa n bed, poolside mattresses.. To name a few. There is also the wide choice of PU foam sheets, rolls and finished blocks for automobile upholstery, footwear, lamination, ship/aircraft interiors, furniture, hi-tech audio products other industries.

Why Coirfit Matress

Each coirfit mattress comes packed with some unique features that make our mattress the most appropriate sleep system for human body. It creates the least amount of lower back muscle tension while on the mattress and allows the spine to retain its natural shape. Some of its unique features are as follows:

It provides ultimate support and comfort to your body. It helps in maintaining natural blood circulation in the body. Coirfit mattresses are breathable and self ventilating. It helps in preventing backaches and other spinal disorders. The Best body contour support sleeping system for your body. It maintains the optimum body temperature while sleeping on the mattress.

Best all season mattresses with dual sides for all four seasons

THE COIRFIT ADVANTAGE

Coirfit mattresses are duly approved by the Bureau of Indian Standards and manufactured By International organization for standardization for international standards for business, society & organization, fulfilling all quality parameters. Its the right posturepedic mattress which fulfills all medical physiological and health requirements of the body. We design and craft them scientifically in a state of the art plant with complete attention to detail.

In addition to this, we use superior tapestry, high density PU foam, permium quality organic sheeting, extra thick comfort layers and breathers that allow the mattress to breathe. To top it all, Coirfit mattresses now comes with the advanced and radical S3 (Spine Support System).

PRODUCT LINE

MATTRESS PILLOW, BOLSTER, BACK CUSHION SEAT CUSHION SOFA N BED WONDER COUCH COIRFIT FLEXI PUF MATTRESS HEALTH BOOM FLEXI COIR MATTRESS MATTRESS COVER EXERCISE MATTRESS MATTRESS TOPER

ROOM MATTRESS: Tirupati coirs manufacture and market two qualities of room mattresses. Coirfit Flexi Puf Mattress: manufactured on computerized machines with complete consistency in quality. Imported polyurethane raw material is procured from world leaders in PU Technology. It is highly resilient, has excellent breath ability. It is also in summers & cozy in winters.

It has high tensile strength. Does not sag, crumble, or disintegrate. It is reversible, allergy free, and odorless. It is lightweight, folder, washable and cost effective too. They are so light that they can be easily carried, folded, or shifted with ease and there is no need to lug them or lift them with extra help.

It is available in 4 densities with a guarantee of up to 25 years. Last but not the least, for additional protection; the mattresses can also be made available with Fire Retardant properties.

Coirfit Luxury Range The Coirfit Luxury Range of mattresses represent a revolutionary break through in mattress technology. With a tough resilient inner core sandwiched between two comfort layers. To deliver unmatched comfort year after year.

Coirfit Standard Range With Coirfit Standard Range of mattress you are assured of total relaxation and healthy sleep. Available in 5 densities (023, 028, 032, 040 and 050) with a guarantee of up to 25 years. Coirfit Flex Puf mattresses also come with ready made cotton Mattress Covers with a sleek, modern zipper along its hernline for convenience in washing.

Coirfit DuraFirm Mattress

Coirfit DuraFirm Mattress, new concepts in back support for complete comfort to your back and spine. While the Super Bond inner core acts as the ideal support system for your back, the rich and luxurious outer quilted layer adds further comfort. This rare combination ensures total relaxation to a tired back. Health boom Flexi Coir Mattress: Health boom has a tough profiled inner core sandwiched between two layers of premium quality rubberized coir. This unique feature sagging by distributing pressure to the profiled inner layer. At the same time, the outer layer continues to provide optimum comfort and support.

It is ideal combination of firmness & comfort lets the body get total relaxation. Health boom is light and it has smooth surface. It has a perfectly balanced ratio of natural latex and premium grade coir. Health boom comes with all weather comfort. One side is quilted for a snug, cozy feel in winter. On the other hand has cotton felt layer appropriate for summer.

It comes in two ranges, Health boom Super Nova with 13+ cms and Health boom Nova with 10 cms of premium comfort. Health boom is guaranteed for 2 years against sagging and manufacturing defects. Only Health boom Flex Coir Mattress has a built in sag proof quality. In addition, the healthy advantages of coir.

Mattress Cover Coirfit and Health boom Mattress come with ready-made cotton Cover that also incorporates a sleek, modern zipper along its hemline. Made of 100% Cotton and soft enough to make the use comfortable, it is an environment friendly material and keeps
8

the Bed Sheet or other covering intact and unspoiled. The structure is such that it provides a firm grip to the sheet and does not let it slip.

Exercise Mattress This superb new introduction specially manufactured for Health clubs and gyms. The exercise Mattress in the Coirfit Flexi Puf range incorporates advanced features such as firm resilience at the right spots while the person exercise. It is tested and tried to match orthopedic and ergonomic requirements, these Exercise Mattresses also incorporate additional features of strength and durability especially to take the heavy workloads and pressures on their surface, when the health Club or Gymnasium is busy with customers.

To that extant, they have reinforced for long life and durability. With no reaction sweat, water stains, and spills of oil, lotions, drinks, etc. Spot cleaning and washability feature of the Mattress comes as a great advantage here. It is available in a wide range of standard sizes and tailor made dimensions to suit the specific requirements of the customers. They come in zipper cover (Cotton/PVC/Rexine) for convenience.

Mattress Topper

Mattress topper is a unique specially product introduced for the first time in India by Tirupati coirs. It is designed to go over the mattress. It is formed of several peaks and valleys of the Flexi Puf material on its right side up surface.

PILLOW, BOLSTER, BACK CUSHION: Also in the Coirfit Flexi Puf Range of comfort products are pillows, Back Cushions and Bolsters that stand apart for their features.

The range of Back Cushions, Pillows, and Bolsters come in one piece and are not undulated and lumpy. No stuffing, no joints & no sticking. They are crash proof and do not give the just slept in look that other similar products do. Making a welcome sight, Coirfit Flexi Puf Pillows, Bolster & Back Cushions are available with their own well fitting attire a special zip fitted cover. These Pillows can easily slipped out of their covers for cleaning or airing out while covers is being washed. These are available in three convenient and popular sizes.

10

LITERATURE REVIEW Defining customer satisfaction

Because the concept of customer satisfaction is new to many companies, it's important to be clear on exactly what's meant by the term. Customer satisfaction is the state of mind that customers have about a company when their expectations have been met or exceeded over the lifetime of the product or service. The achievement of customer satisfaction leads to company loyalty and product repurchase. There are some important implications of this definition: Because customer satisfaction is a subjective, nonquantitative state, measurement won't be exact and will require sampling and statistical analysis. Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions. There should be some connection between customer satisfaction measurement and bottom-line results.

"Satisfaction" itself can refer to a number of different facts of the relationship with a customer. For example, it can refer to any or all of the following: Satisfaction with the quality of a particular product or service Satisfaction with an ongoing business relationship Satisfaction with the price-performance ratio of a product or service Satisfaction because a product/service met or exceeded the customer's expectations

Each industry could add to this list according to the nature of the business and the specific relationship with the customer. Customer satisfaction measurement variables will differ depending on what type of satisfaction is being researched. For example, manufacturers typically desire on-time delivery and adherence to specifications, so measures of satisfaction taken by suppliers should include these critical variables. Clearly defining and understanding customer satisfaction can help any company identify opportunities for product and service innovation and serve as the basis for performance appraisal and reward systems. It can also serve as the basis for a customer satisfaction

11

surveying program that can ensure that quality improvement efforts are properly focused on issues that are most important to the customer. Objectives of a customer satisfaction surveying program In addition to a clear statement defining customer satisfaction, any successful surveying program must have a clear set of objectives that, once met, will lead to improved performance. The most basic objectives that should be met by any surveying program include the following: Understanding the expectations and requirements of all your customers Determining how well your company and its competitors are satisfying these expectations and requirements Developing service and/or product standards based on your findings Examining trends over time in order to take action on a timely basis Establishing priorities and standards to judge how well you've met these goals

Customer Satisfaction Measurement Facts A 5-percent increase in loyalty can increase profits by 25%85%. A very satisfied customer is nearly six times more likely to be loyal and to repurchase and/or recommend your product than is a customer who is just satisfied. Only 4 percent of dissatisfied customers will complain. The average customer with a problem eventually tells nine other people. Satisfied customers tell five other people about their good treatment.

Before an appropriate customer satisfaction surveying program can be designed, the following basic questions must be clearly answered: How will the information we gather be used? How will this information allow us to take action inside the organization? How should we use this information to keep our customers and find new ones?

12

Careful consideration must be given to what the organization hopes to accomplish, how the results will be disseminated to various parts of the organization and how the information will be used. There is no point asking customers about a particular service or product if it won't or can't be changed regardless of the feedback. Conducting a customer satisfaction surveying program is a burden on the organization and its customers in terms of time and resources. There is no point in engaging in this work unless it has been thoughtfully designed so that only relevant and important information is gathered. This information must allow the organization to take direct action. Nothing is more frustrating than having information that indicates a problem exists but fails to isolate the specific cause. Having the purchasing department of a manufacturing firm rate the sales and service it received on its last order on a scale of 1 (terrible) to 7 (magnificent) would yield little about how to improve sales and service to the manufacturer. The lesson is twofold. First, general questions are often not that helpful in customer satisfaction measurement, at least not without many other more specific questions attached. Second, the design of an excellent customer satisfaction surveying program is more difficult than it might first appear. It requires more than just writing a few questions, designing a questionnaire, calling or mailing some customers, and then tallying the results.

13

REASEARCH METHODOLOGY

The procedure used to collect information should be one that will result in information that is both valid and reliable. To help to acquire valid and reliable information, there is likely the usage of series of steps, these steps are as follows :

1)

DEFINING THE RESEARCH PROBLEM :-

The objective of the project is to study the customers satisfaction of Coirfit Mattress in Delhi.

2)

REASEARCH DESIGN :-

In this project I have used literature survey and experience survey of exploratory research. This include the information picked up from the magazines and company records also the data was collected through questionnaire.

3)

REASEARCH INSTRUMENTS :For collecting necessary information about the project the research instrument used was questionnaire.

4)

SAMPLING PLAN:

a) SAMPLING UNITS

households ie Coirfit earlier users.

b) SAMPLE SIZE Sample size of this research is 147.

14

As whole of the universe cannot be studied, few relevant fraction of the population that is the representation of the entire population were studied.

c) SAMPLING PROCEDURE:

For this project non-probability random sampling procedure was used.

4) DATA COLLECTION:

For this project both primary and secondary data collection method was used i.e. data was collected through company records, magazine, books as well as questionnaire for the Coirfit earlier users, top executive of the company.

15

DATA ANALYSIS

Mattress Earlier Used

12%

33%

44% 10% 0%

1%

COIR COTTON RUBBER

ORDINARY FOAM SPRING OTHER

1. Mattress earlier used by people:

Opinion COIR ORDINARY FOAM COTTON SPRING RUBBER OTHER (Coirfit)

Respondents 64 18 49 2 0 14

INFERENCE: People using coir are more than any other form of mattress.
16

2. Level of comfortability amongst people fo coirfit.

Opinion YES NO OK

Respondents 40 80 27

% 27.21 54.42 18.37

COMFORTABLE

55% 18% 27%

YES

NO

OK

INFERENCE: More than the 50% people feel that it makes them feel comfortable.

17

3. People purchase it because of:

Parameters

Respondants

BRAND NAME COST DEALERS ADVICE COMFORT ANY OTHER

55 21 19 40 12

37.41 14.29 12.93 27.21 8.163

PARAMETERS
60

50
40 30

20
10 0 NUMBER %

BRAND NAME

COST

DEALERS ADVICE

COMFORT

ANY OTHER

INFERENCE: More than 50% people purchase the product because of its Brand name.

18

4. Type of media people know about the product through:

Opinion

Respondants. %

Tv Ads PRINT Ads FRIENDS/RELATIVE DEALERS ANY OTHER

82 12 37 14 2

56 8.16 25.2 9.52 1.36

EFFECTIVE MEDIA

56% 25% 1% 10%

8%

TV Ads FRIENDS/RELATIVE ANY OTHER

PRINT Ads DEALERS

INFERENCE: Television is an effective medium for marketing

19

5. Coirfits performance rating as per respondants. Opinion Respondants %

VERY GOOD GOOD FAIR BAD

40 71 30 6

27.211 48.299 20.408 4.0816

PERFORMANCE

48% 21% 27%

4%

VERY GOOD

GOOD

FAIR

BAD

INFERENCE: Less than 50% population felt its performance is very good, but there is a scope of improvement.

20

6. People willing to recommend Opinion YES NO IF ASKED Respondants 80 57 10 % 54.42 38.78 6.803

WILLING TO RECOMMEND

39% 54%

7%

YES

NO

IF ASKED

INFERENCE: Only 54% population would like to recommend it, means high degree of competition in market.

21

7. Customers willing to have/prefer certain features and benefits in the product

Opinions QUALITY LONG LASTING PRICE DENSITY DURABILTY COMFORT OVERALL 15

Respondan % ts 70 80 11 7 15 11 47.62 54.42 7.483 4.762 10.2 7.483 10.02

PREFERNCE

NUMBER 0 20 40 60 80

OVERALL DENSITY QUALITY

COMFORT PRICE

DURABILTY LONG LASTING

INFERECE: Greater emphasis of customers is for a product is its quality and long lastingness.

22

8. Frequency of purchases made by them.

Opinions 1 YEAR 2 YEAR 5 YEAR 5+

Respondants 95 27 17 10

% 60.51 17.2 10.83 6.369

WHEN PURCHASED?

64%

18% 11%

7%

1 YEAR

2 YEAR

5 YEAR

5+

INFERENCE: At least a year is required to make a new purchase by any customer.

23

9. Different occasions for which purchases done

Opinions WEDDING GIFT REFURNISHING REPLACING NEW HOUSE/ROOM/BED ILLNESS

Respondants 17 51 59 15 5

% 11.56 34.69 40.14 10.2 3.401

REASON FOR PURCHASING

40% 35% 12% 3%

WEDDING GIFT
REPLACING ILLNESS

10%
REFURNISHING
NEW HOUSE/ROOM/BED

INFERENCE: There is an opportunity to increase sales in marriage seasons and numbers of replacements are more therefore need for improvement.

24

10. People opinion regarding their intentions to buy coirfit.

Opionions YES NO NEEDED

Respondants 82 19 46

% 55.78 12.93 31.29

INTEND TO BUY

31% 56% 13%

YES

NO

NEEDED

INFERENCE: Market share of the company is less but 56% people intended to buy.

25

FINDINGS AND ANALYSIS

1. People using coir are more than any other form of mattress. 2. More than the 50% people feel that it makes them feel comfortable.

3. More than 50% people purchase the product because of its Brand name. 4. Television is an effective medium for marketing. 5. Less than 50% population felt its performance is very good, but there is a scope of improvement. 6. Only 54% population would like to recommend it, means high degree of competition in market. 7. Greater emphasis of customers is for a product is its quality and long lastingness. 8. At least a year is required to make a new purchase by any customer. 9. There is an opportunity to increase sales in marriage seasons and numbers of replacements are more therefore need for improvement. 10. Market share of the company is less but 56% people intended to buy.

26

SWOT ANALYSIS

FUTURE PROSPECTS Tirupati coirs Limited, situated in U.P. adjoining to Delhi, a big selling market and availability of it to consumer from the near by resources. The company is having the location advantage as compared to the other companys in the other part of the country. Coirfit has many strength aspects:

1. Reasonably good comfort board.

2. Scope of manufacturing various types of mattress.

3. Location advantage due to being closer to one of the major market.

4. Technical/Commercially qualified manpower.

5. Equipped with latest infrastructure.

6. Cordial industrial relation.

7. Conductive social climate.

8. Positive Product Perception by customers.

9. Incontestable Image

10. Full fledge as for meeting customers wants/needs.

11. Easy Availability.

27

12. Good system and procedure help it to enable ISO9001 certification.

WEAKNESS

1. It is not suited in summers.

2. Costly

3. Change in the promotional scheme.

4. Interference from the local people is possible.

5. Most workers are not adequately qualified in case of modern technology being adopted.

6. Technology development not making with the industrial standards.

OPPORTUNITY 1. Expanding use of foam/consumption in the market.

2.

Export opportunity.

3.

Increasing penetration of media in rural sector. Reduction of comparative cost disadvantage.

4.

5.

Adaptation of upcoming technologies for better quality and cost of

production.

28

THREAT

1.

Reduction in the guarantee period.

2.

Competition in the comfort industry demanding high quality comfort

products.

SEEING the whole scenario of the weakness opportunities and threats the Tirupati coir Ltd., have focused on the following target market: Go for the brand awareness in the rural sector. Main the target customers are the coir users & the cotton users. Grasp up the whole key buyer market i.e. the middle class people.

Tirupati coir have set up many machines:

a) Reduce the cost.

b) Improve the efficiency.

c) Better quality

29

RECOMMENDATIONS
1. People purchases those products having a brand image, some public relation activities should be done to associate themselves emotionally like P&G.

2. Go for the hoarding & pamphlets presentation for the grasping the small cities on the rural sector market. T.V Advertisement is the effective media that influence the customer to go for purchase (Use Webers law for new ads.)

3. 54% population would like to recommend it therefore in order to cope op with the competition new sompetitive strategies has to be made.

4. Promotional Scheme: Wedding Period:Product sales jump up mainly in the wedding seasonal. So go for such promotional schemes that will initiate attract the seasonal buyers.

5. Major preferential attribute of the customers is the comfort and the quality. For becoming stand in the comfort industry market it is necessary maintain quality & make quality assurance in the market of the comfort industry.

6. Maintain quality objectives Product quality, meeting customers requirements. Specifications compliance. Emphasis of defect procession. Continuos improvement in product quality through updating of technology Development, implementation and maintenance of quality system through commitments and involvement of personal of all function at all stages and levels. Efficient customer services
30

CONCLUSION
After analyzing the data the following conclusion were drawn: Mattress is like many of the products where a large proportion of the unorganized sector market exists both in the foam & the coir sector. The main need that is trigging the buying behavior of the mattress is replacement, so the repeat purchase is there where the earlier one become useless. So the repeat purchase is after the long time. The main decider in the process is the wife in the mattress category. If the in laws are staying with the family they decide on the product & the suggestion are the children. Brand recall is more for the Coirfit. Mainly customers go for the brand name so need to be more stress down on building Brand Identity. The customers are mainly aware of the product through Advertisements & through friends & relatives, so the television and print has better impact as compared to the other form of media, just because it lets on the five senses. The four factors that are being given importance while the customers is making the choice quality, durability, comfort, guarantee & little but price so now customers want product that is comfortable first then Quality than guarantee. As people are giving more weight age to the comfort & quality it is a subjective feature so this can featured well in television with

31

REFERENCES

References have been drawn from the following:

1. Kotler,P., Keller, K.L. Koshy, A. and Jha, M., (2009). Marketing Management: A South AsianPerspective, 13th Edition, Pearson Education, New Delhi.

2. Etzel, M., Walker, B., Stanton, W. and Pandit, A (2009) Marketing Management, TataMcGrawHill, New Delhi

3. Company website www.tirupaticoirs.net

32

ANNEXURE QUESTIONNAIRE
Q1. What mattress were you using earlier? Coir Spring Cotton Rubber Ordinary Foam Other

Q2. Name of the company? ..

Q3. Whether it was comfortable or not? Yes No

Q.4 If Yes, then suggest why ? ...

Q.5 Parameters you keep in mind to buy a mattress? Brand name Dealers Advice Cost Any other flexi-Puf?

Q.6 How did you first come to know about of Coirfit TV Advertisement Friends/Relatives Any other Print Advertising Dealer

33

Q.7 How would you rate the performance of your COIRFIT product? Very Good Bad Good No Experience Fair

Q.8 Would you like to recommend Coirfit products to your friends and relatives? Yes No

Q.9 Major preferential attributes in our product? Quality Durability Long Lasting Density Price

Q.10 How many years old is your mattress? One Year Five Year Two Year More than Five Year

Q.11 You reason for acquiring new mattress? Wedding gift Re-Furnishing New House/Room

Replacing Old Mattress

Q.12 Do you intend to buy a new mattress? Yes No

Q. 13 What would you recommend to make Coirfit Flexi-Puf a better mattress? .

Q.14 Major attributes that will differentiate our product from your preferential product ? .

34