THE TINPLATE COMPANY OF INDIA LIMITED

PROJECT REPORT
AT

THE TINPLATE COMPANY OF INDIA LIMITED

A Project Report Submitted In Partial Fulfillment Of The Requirements For the

Award Of The Degree Of

MASTER OF BUSINESS ADMINISTRATION

TO

WESTBENGAL UNIVERSITY OF TECHNOLOGY, KOLKATA

BY

DEBJYOTI ROY

UNDER THE GUIDANCE OF

MR. RAJKUMAR DASGUPTA

NSHM (KNOWLEDGE CAMPUS), KOLKATA

B.L. SAHA ROAD, KOLKATA – 53

[2]
 PROJECT REPORT
AT

THE TINPLATE COMPANY OF INDIA LIMITED

A Project Report Submitted In Partial Fulfillment Of The Requirements For the

Award Of The Degree Of

MASTER OF BUSINESS ADMINISTRATION

TO

WESTBENGAL UNIVERSITY OF TECHNOLOGY, KOLKATA

IS A RECORD OF BONAFIDE TRAINING CARRIED OUT BY

DEBYJYOTI ROY

UNDER MY SUPERVISION AND GUIDANCE AND THAT NO PART OF THIS REPORT

HAS BEEN SUBMITTED FOR THE AWARD OF ANY OTHER DEGREE/ DIPLOMA/

FELLOWSHIP OR SIMILAR TITLES OR PRIZES.

FACULTY GUIDE

SIGNATURE: ………………………………………

NAME: MR. RAJKUMAR DASGUPTA

SIGNATURE AND SEAL OF THE LEARNING CENTER: ………………………........................

[3]
 STUDENT’S DECLARATION

I DO HEREBY DECLARE THAT THE PROJECT CONDUCTED AT

THE TINPLATE COMPANY OF INDIA LIMITED

UNDER THE GUIDANCE OF

MR. RAJKUMAR DASGUPTA

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE

DEGREE OF

MASTER OF BUSSINESS ADMINISTRATION

(INDUSTRY INTEGRATED)

TO

WEST BENGAL UNIVERSITY OF TECHNOLOGY, KOLKATA.

IS MY ORIGINAL WORK AND THE SAME HAS NOT BEEN SUBMITTED FOR THE
AWARD OF ANY OTHER DEGREE/ DIPLOMA/ FELLOWSHIP OR OTHER SIMILAR
TITLES OR PRIZES.

PLACE:…………………………… DEBJYOTI ROY

DATE:……………………………. REG. NO.: …………………………

[4]
 PREFACE
THE INTERNSHIP PROGRAM FORMS AN IMPORTANT COMPONENT OF
EDUCATION AT TINPLATE COMPANY OF INDIA LIMITED. IT IS AN
ATTEMPT TO BRIDGE THE GAP BETWEEN THE ACADEMIC INSTITUTION
AND THE CORPORATE WORLD.

INTERNSHIP PROVIDES AN OPPORTUNITY FOR US TO SATISFY OUR

INQUISITIVENESS ABOUT THE CORPORATE, PROVIDES AN EXPOSURE TO
TECHNICAL SKILLS, AND HELPS US TO INTAKE THE SKILLS BY BEING IN
TOUCH WITH VARIOUS PEOPLE IN THE OFFICE AND ALSO THOSE IN THE
SOCIETY AS TO THE CUSTOMER IN THE STORE.

AT TINPATE COMPANY OF INDIA LIMITED, THE INTERNSHIP IS AN

OPPORTUNITY TO SATIATE OUR CURIOCITY. THERE I AM EXPECTED TO
PARTICIPATE AND TAKE OWNERSHIP MEANINGFUL TO THE COMPANY
ONE WORKS WITH AND TO ONESELF IN WORKS WITH AND TO ONESELF
IN WORKS WITH AND TO ONESELF IN ONE’S CAREER PROSPECTS.

[5]
 ACKNOWLEDGEMENT

I WISH TO EXPRESS MY APPRECIATION TO ALL THOSE WITH WHOM I

HAVE WORKED/INTERACTED AND WHOSE THOUGHTS AND INSIGHTS
HELPED ME IN INCREASING MY KNOWEDGE AND UNDERSTANDING MY
PROJECT.

[6]
 CONTENTS
CH 1 INTRODUCTION----------------------------------------------------------------Pg 8

A) ORIGIN AND DEVELOPMENT----------------------------------------------------Pg 8

B) GROWTH AND DEVELOPMENT OF THE PACKAGING INDUSTRY--------Pg 12

C) THE INDIAN PACKAGING INDUSTRY MARKET------------------------------Pg 13

CH 2 PROFILE OF THE ORGANISATION

2.1 HISTORY OF TCIL------------------------------------------------------------------Pg 16

2.2 FUNCTIONAL DEPARTMENT----------------------------------------------------Pg 18

2.3 ORGANISATION STRUCTURE AND ORGANISATION CHART--------------Pg 19

2.4 PRODUCT AND SERVICE PROFILE OF THE ORGANISATION--------------Pg 23

CH 3 DISCUSSION ON TRAINING

3.1 STUDENT’S WORK PROFILE (ROLE & RESPONSIBILITIES)-----------------Pg 29

3.2 DESCRIPTION OF LIVE EXPERIENCES ------------------------------------------Pg 30

CH 4 STUDY OF SELECTED RESEARCH PROBLEM

4.1 STATEMENT OF RESEARCH PROBLEM-----------------------------------------Pg 32

4.2 STATEMENT OF RESEARCH OBJECTIVE----------------------------------------Pg 33

4.3 RESEARCH DESIGN AND METHODOLOGY-------------------------------------Pg 33

4.4 ANALYSIS OF DATA------------------------------------------------------------------Pg 34

CH 5 SUMMARY OF CONCLUSION

5.1 SUMMARY OF LEARNING EXPERIENCE-----------------------------------------Pg 45

5.2 CONCUSION AND RECOMMENDATION-----------------------------------------Pg 46

APPENDIX-----------------------------------------------------------------------------------Pg 48

ANNEXURE----------------------------------------------------------------------------------Pg 48

BIBIOGRAPHY-------------------------------------------------------------------------------Pg 51

[7]
 CHAPTER 1 INTRODUCTION

1.1 GENERAL INTRODUCTION ABOUT THE PACKAGING INDUSTRY.

A) ORIGIN AND DEVELOPMENT OF PACKAGING: From the earliest times,

human consumed foods where it was found. Families and villages made
or caught what they wanted to. They were also self sufficient, so there
was little need for packaging of goods, either for storage or
transportation. When containers were needed, they were fashioned
from natural materials, such as hollowed logs, woven grasses etc. Later
on ores and chemicals were discovered, when metals and pottery were
developed.

These days packaging is mainly used for the following needs:-

 Contain products, defining the amount the consumers will

purchase.
 Protects products from contamination, from environmental
damage and from theft.
 Facilitate transportation and storage.
 Carry information and colorful designs that make attractive
displays.

There are various mode of packaging which are used to package

materials. A vivid discussion on these modes will eventually elaborate
on the aspects of packaging. The first mode of packaging is:-

i. Paper and paper products:

This makes the packaging flexible, semi-flexible or rigid.

Examples of products being packaged in paper are dog foods, cereal

packaging, toys, and other food products.

[8]
 ii. Glass:

Although glass making began in 7000 B.C as an offshoot of pottery, it

was first industrialized in Egypt around 1500 B.C. In and around 17 th and
18th century the spilt mold was developed further for irregular shapes
and raised decorations. This was molded into the glass containers.
These containers were economically attractive for consumer products
and from 1900 – 1960, glass containers dominated the market for liquid
products.

iii. Metals:

Ancient boxes and cups, made from silver and gold, were very valuable
for common use. Metal did not become a common packaging material
until other metals, stronger alloys, thinner gauges and coatings were
eventually developed. One of the “new metals” that allowed metal to
be used in packaging was Tin. Tin is a corrosion-resistant metal, and
ounce-for-ounce its value is comparable to silver.

The process of tin plating was discovered in Bohemia in and around

1200A.D; and cans of iron, coated with tin was found in Bavaria as early
as 14th century.

IN 1764, LONDON TOBACCONISTS began selling snuff in metal canisters,

another type of today’s “RIGID PACKAGING”.

The safe preservation of foods in metal containers was finally realized

in FRANCE in the early 1800s. In 1868, interior enamels for cans were
developed, but double seam closures using a sealing compound were
not available until 1888. Afterwards aluminum particles were first
extracted from Bauxite in 1825 at the high price of $ 545 per pound,

[9]
which gradually came down until 1942, when aluminum was available
at $ 14 per pound.

iv. Plastics:

Plastic is the newest packaging material in comparison with metal, glass

and paper. Although discovered in the 19th century, most plastic were
reserved for military and wartime use. A wide variety of plastics have
been developed over the past 170 years.

a) STYRENE was developed in 1831.

b) VINYL CHLORIDE was developed in 1835.

c) CELLULOID in the late 1860s.

However none of these materials became practical for packaging until

20th century.

d) CELLULOSE ACETATE was first derived from wood pulp in

1900.

e) Dupoint manufactured cellophane in NEW YORK in the year

1924.

One of the most commonly used plastic is POLYETHYLENE

TEREPHATHALATE (PETE). This material was available for containers in
1977, and by 1980 foods and other hot filled products could also be
packed in PETE.

Current packaging designs are beginning to incorporate recyclable and

recycled plastics but the search for functions continues.

[10]
Thus it is evident that the evolution of containers provided by nature to
the use of complex materials and processes, packaging has certainly
changed. Various factors contributed to this growth. These mainly
include the needs and concerns of people, competition in the market
place, unusual events, shifting of lifestyles as well as discoveries and
inventions. Just as no single causes influenced past developments, a
variety of forces will be required to create the packages of the future,
but as always very important factor will always be consumer choice.
Ultimately, only the packaging that the society demands is produced.
We choose by the products we purchase.

THE TOP 10 INDUSTRIES IN THE PACKAGING MEDIUM ARE:

1) PARKSONS PACKAGING SYSTEMS

2) ITC LIMITED
3) TATA TINPLATE (TCIL)
4) HINDALCO
5) HOLDTEK TECHNOLOGIES LTD.
6) GUJARAT GLASS LTD.
7) ADVANCE PACKAGING
8) AMAC PLASTIC PACKAGING
9) EC PACKAGING PVT LTD.
10) THE PAPER PRODUCTS LTD.

[11]
B) GROWTH OF THE PACKAGING INDUSTRY: Global packaging industry
growth rates vary across the types of packaging. The growth rate of
beverages package industry is 3.2%, whereas it is 5% for health care
products. Various market reports establish the fact that the domestic
packaging market shares 29% of the global market. The overall capital
involved in global packaging market is approximately $433 billion. The
packaging industry is a large and diversified market, with lots of
contenders, who are competing with each other for the overall growth
of the industry.
30.00%

25.00%

20.00%

15.00% beverages
health care
domestic packaging
10.00%

5.00%

0.00%
approx.

THE GROWTH SEGMENT: The portion of domestic packaging market

from the overall $433 billion global packaging market is $124 billion.
According to the type of materials used, packaging industry can be
subdivided into four general segments, which are plastic, paper and
board, glass and metal. The paper and board is the largest segment that

[12]
shares 36% and plastic segment is the second largest segment, sharing
35% of the overall global market.

market division

paper and board 36%

plastic 35%
glass 14.5%
metal 14.5%

C) THE INDIAN PACKAGING INDUSTRY MARKET:

1. The Indian packaging industry itself is growing at 14-15%

annually. This growth rate is expected to double in the next two
years.
2. Indian Packaging industry is USD 14 billion and growing at
more than 15% p.a. These figures indicate towards a change in the
industrial and consumer set up.
3. However, the Indian fascination for rigid packaging remains
intact. It is estimated that more than 80% of the total packaging in
India constitutes rigid packaging, which is the oldest and the
most conventional form of packaging. The remaining 20%
comprises flexible packaging.
4. Rigid packaging constitutes glass bottles, metal cans, aerosol
cans, battery cell cans, aluminum collapsible tubes, injection

[13]
molded plastic containers made of PVC, PET, HOPE, barrels
made from HOPE, paperboards, and corrugated boxes.
5. However, with the expanding middle class and rising income
levels, the patterns of consumption are bound to change
substantially and the demand for quality and
Convenience - based products will increase. Concurrently, the
increased interaction with the developed world will considerably
influence the aesthetic and quality norms of the Indian consumers
and lead to better consumption standards. This is expected to
stimulate greater consumption of branded products and increase
the use of rigid and flexible packaging.
6. Flexible packaging contains multi-layered laminated sheets of
single or a combination of substrates such as plastic, paper or
aluminium. Flexible packaging finds varied use because of its
ability to provide strength, moisture resistance, aroma retention,
gloss, grease resistance, heat retention, sealability, printability
and low odour. Flexible packaging has gained vast acceptability
because of the protection it offers to the product against
environmental threats like moisture, heat, and chemical reaction.
More so, convenience in handling the product and the cost
benefits it provides are added advantages.
7. Nonetheless, plastic, which is the most commonly used
substrate in flexible packaging, is facing pressure because of
issues of environmental protection and safe disposal. These issues
act as a major impediment in flexible packaging becoming an all-
pervasive medium. Paper and paperboard, on the other hand are
environment friendly and also enjoy the advantages of easy
handling and efficient process implementation. Moreover, flexible
packaging mandates additional capital requirements and
technical know-how for efficient manufacturing operations.

[14]
8. Although substrates like plastic have gained vast acceptability,
attractiveness of paper and paperboard consumption remains.
Currently, India is ranked 15th in the world for its paper and
paperboard consumption and is expected to improve its rank in
the future. Paper is the fastest growing substrate segment with a
growth rate of 6-7%. The total demand for paper currently is
estimated to be around 6 mn tones, of which about 40% is
consumed by the packaging industry. If the demand for paper
continues to grow at the same rate, total paper consumption is
expected to reach 9.5mn tones by 2010.
9. Laminated products including form-fill-seal pouches,
laminated tubes and tetra packs are growing at around 30% p.a.
10. There are about 600-700 packaging machinery manufacturers,
95% of which are in the small and medium sector located all over
India.
11. Germany and Italy are the latest suppliers of packaging
machinery to India but focus is now shifting on Taiwan, Korea
and China.
12. Indian packaging machinery imports are USD 125 million.
13. Indian packaging machinery exports are rapidly growing.
14. India's per capita packaging consumption is less than USD 15
against world wide average of nearly USD 100.
15. The large growing middle class, liberalization and organized
retail sector are the catalysts to growth in packaging.
16. Food and Pharma packaging are the key driving segments.

CHAPTER 2 PROFIE OF THE ORGANISATION

2.1 THE HISTORY OF TCIL:

[15]
The Tinplate Company Of India Limited (TCIL) was formed after first
world war when practically all sea trades between England (South
Wales) and India were cut off. Thus Indian tinplate fabrication industry
came out of wartime crisis and became self-sufficient. The company
was incorporated in 1920 and the site chosen was GOLMURI,
JAMSHEDPUR. The first steel plate of Tinplate gauge was rolled on 18th
December 1922 at the HDP (HOT DIP PLANT) producing Hot Dip
Tinplate, from Tin bars supplied by TATA STEEL and this continued till
1979 albeit with capacity enhancements. The TCIL is associated
company of TATA STEEL. Since 1922 for about a half a century it was
the sole manufacturer of Hot Dipped Tinplate in India.

The company slowly and steadily increased its product range to include
Electrolytic Tinplate (ETP) sheets, Tin Free Steels (TFS), Black Plate and
Full Hard Cold Rolled (FHCR) coils. To keep pace with technological
developments, TCIL was the first to set combination line capable of
producing both Electrolytic Tinplate and Tin free steel. This plant, the
first of its kind in India, was commissioned in 1978 and commenced
production in January 1979. In 1982, Tata steel bought the shareholding
of Burmah Oil, the then major shareholder and took over the
management of the company. TCIL almost single handedly built up the
Tinplate industry and today it stands as the industry leader in India.

In 1991-92, TCIL undertook backward integration to setup a Cold Roll

Mill (CRM) for producing of TMBP coils based on Hot Rolled Coil
supplies from Tata Steel which was also setting up its Hot Strip Mill
(HSM) at the same time. The CRM was thus a strategic fit for TCIL with
Tata Steel. The CRM commissioned in 1996-97 but turnaround strategy
was developed with the objective of ensuring revival and setting

[16]
fundamental right, and implemented during the financial years of 1997-
2001.

The basic elements of the strategy were:

 OPERATIONAL IMPROVEMENTS
 FINANCIAL RESTRUCTURING
 HOT DIP PLANT PHASE OUT AND DOWNSIZING

Since April 1998, TCIL operates under a conversion arrangement with

TATA STEEL for its business. Today TCIL is the only indigenous
manufacturer of value added Tinplate and TFS for processed food,
battery, dairy products, beverage, paint containers, soft drink crown in
both Single reduced and Double reduced forms. The establishment in
Solution center in December 2005 has provided further improvement
on innovations and consumer convenience.

The solution centre will facilitate the process of building solution for
end-use customer’s i.e fillers/food processors, complement the efforts
of can fabricators across the country and develop R&D capabilities. TCIL
with its continuing yen for quality, productivity, cost-effectiveness and
customer service, looks forward to the future with confidence.

Now TCIL with over 35% market share in India, 25-30% of business is
being exported, TCIL not only occupied pride of place in India but also is
fast emerging as an important regional player. From being, a Tinplate
manufacturing and marketing entity only, TCIL is transforming itself
towards its vision of becoming a metal packaging solution leader for
processed edibles and non edibles.

[17]
Tinplate is a downstream steel product and evokes trust in steel since it
is ideally suited for packaging processed edibles, paints, adhesive, and
pesticides; approximately 65-70% of global market Tinplate
consumption is for paints segment. The world is today grappling with
environmental concerns and packaging waste is a cause of concern, but
not only the Tinplate is most eco-friendly packaging media, in the
developed world it has played a role in facilitating growth of processed
foods and beverage industry.

2.2 FUNCTIONAL DEPARTMENTS OF THE ORGANISATION

The organization functional departments mainly consist of Marketing,

Finance, HR department, and the Import & Export division. The
Marketing department, Finance department and the Import & Export
division is based in Kolkata, and the HR department is based in
Jamshedpur along with the Plant itself. The Marketing division looks
after the sales and marketing of Tin sheets, the Finance division takes
care of the financial aspects of the company by taking care of the
turnover and performance, the Import and Export division looks after
the import and export of Coils and Tin sheets. The HR department is
integrated towards the betterment of the company through the
company’s laws and regulations being implemented on the company’s
employers. These departments contribute in huge way towards
organizational growth. The form of departmentalization in which
individual engaged in one’s functional activity, such as marketing or
finance, are grouped into one unit. An organization grows, on the basis
of performance of functional departments of organization. It also helps

[18]
in broadening or expanding the business. Every department of an
organization is responsible for performance of organization. All the
departments have different roles to play in organizational growth. The
basis by which jobs are grouped together is called departmentalization.

2.3 ORGANISATION STURCTURE AND ORGANISATION CHART

BOARD OF DIRECTORS:

 MR. B MUTHURAMAN ----------- CHAIRMAN

 MR. SUJIT GUPTA
 MR. ANANDA SEN
 MR. DIPAK BANEERJEE
 MR. S.P. NAGARKATTE
 MR. KOUSHIK DATTA
 MR. ASHOK KUMAR BASU
 MR. TARUN DAGA------------------MANAGING DIRECTOR
 MR. UJJAL KUMAR------------------VICE PRESIDENT(CORPORATE
SERVICES)
 MR.A.K. GHOSE----------------------VICE PRESIDENT(OPERATION)
 DR. C.D. SINGH-----------------------DIRECTOR MEDICAL SERVICES
 MR. D. CHAKRAVARTY-------------CHIEF FINANCE
 MR. R. BALASUBRAMANIAN-----CHIEF FINANCIAL OFFICER
 MR. S. KAR-----------------------------COMPANY SECRETORY.

SENIOR LEADERSHIP
MANAGING DIRECTOR

[19]
&
(
G
)
Y
N
F
U
K
H
O
.T
V
R
S
L
A
IC
D
E
M
P
B
J
(MR. TARUN KUMAR DAGA)

FUNCTIONAL LEADERSHIP

[20]
DEPARTMENTAL LEADERSHIP

[21]
[22]
2.4 PRODUCT AND SERVICE PROFILE OF THE ORGANISATION
COMPETITORS

The main competitors of TCIL are – GPT Steel Industries, and SAIL on
national basis and also the import of tin sheets. The foreign
competitors mainly includes Nippon steel (JAPAN), SOLACE (FRANCE)
and also many companies from CHINA and U.S.A.

A) GPT STEEL INDUSTRIES:

The PARIKH group of companies has been active in the steel business
in India and overseas since 1942.
GPT Steel Industries Ltd is a flagship company of the Parikh group.

GPT Steel Industries Ltd an ISO 9001:2000 accredited unit, was

established in 2003 to manufacture Cold rolled products & Tinplate
products.

GPT Steel has set up two complete Cold Rolling Mills (4Hi & 6hi Mill)
and state of the art Electrolytic Tinplate Line (ETL) located at
Gandhidham, Kutch District, Gujarat, India.

Electrolytic Tinning Line:

 It is the largest capacity Tinplate line in India

 GPT is 2nd largest producer of Tinplate in India

Cold Rolling Mills:

 The Company's CRM facility include a 4-HI reversing Mill and a

6-HI reversing Mill and having total capacity of 450,000 MTPA.
 The 4 Hi Mill is 1728 mm wide making it the Widest Cold Rolling
Mill in India

Today, GPT is one of the leading producers of tinplate in coils & sheets
in India. GPT caters to customized requirements of its customers, both in

[23]
terms of quality and sizes for the domestic as well as international
market. Its products are well accepted in the market. GPT offers to its
customers a wide product profile matched with excellent service.

It manufactures various grades of Tinplate Coils & Sheets, CRFH,

CRCA with focus on quality and consumer convenience.

The Company is in the business of providing cost effective Tinplate

packaging for processed edible products, processed food industry, Dairy
products, Battery, Beverages, Paints & Pesticides Industry.

The Company manufactures Cold Rolled Full Hard (CRFH), Cold

Rolled Closed Annealed (CRCA) for automobile, white goods & other
Industries.

Over the past 5 years and going forward, GPT is focusing on operational
excellence; closeness business with customers and becoming a strategic
player in the export market.

B) SAIL:

Ranked amongst the top ten public sector companies in India in terms
of turnover, SAIL manufactures and sells a broad range of steel
products, including hot and cold rolled sheets and coils, galvanized
sheets, electrical sheets, structural, railway products, plates, bars and
rods, stainless steel and other alloy steels. SAIL produces iron and steel
at five integrated plants and three special steel plants, located
principally in the eastern and central regions of India and situated close
to domestic sources of raw materials, including the Company's iron ore,
limestone and dolomite mines. The company has the distinction of
being India’s second largest producer of iron ore and of having the
country’s second largest mines network. This gives SAIL a competitive
edge in terms of captive availability of iron ore, limestone, and

[24]
dolomite which are inputs for steel making.

SAIL's wide range of long and flat steel products are much in demand in
the domestic as well as the international market. This vital
responsibility is carried out by SAIL's own Central Marketing
Organisation (CMO) that transacts business through its network of 37
Branch Sales Offices spread across the four regions, 65 
Warehouses and 26 Customer Contact Offices. CMO’s domestic
marketing effort is supplemented by its ever widening network of rural
dealers who meet the demands of the smallest customers in the
remotest corners of the country. With the total number of dealers
crossing 2,200 , SAIL's wide marketing spread ensures availability of
quality steel in virtually all the districts of the country.
With technical and managerial expertise and know-how in steel making
gained over four decades, SAIL's Consultancy Division (SAILCON) at New
Delhi offers services and consultancy to clients world-wide.

SAIL has a well-equipped Research and Development Centre for Iron

and Steel (RDCIS) at Ranchi which helps to produce quality steel and
develop new technologies for the steel industry. Besides, SAIL has its
own in-house Centre for Engineering and Technology (CET),
Management Training Institute (MTI) and Safety Organisation at Ranchi.
Our captive mines are under the control of the Raw Materials Division
in Kolkata. The Environment Management Division and Growth Division
of SAIL operate from their headquarters in Kolkata. Almost all our
plants and major units are ISO Certified.

  Plant Wise

[25]
   Bhilai Steel Plant Blooms, Billets & SlabsBeams
Channels, Angles
Crane Rails
Plates
Rails
Pig Iron, Chemicals & Fertilisers

  Bokaro Steel Plant HR Coils & Sheets

Plates
CR Coils & Sheets
GP Sheets & Coils/ GC Sheets
Pig Iron, Chemicals & Fertilisers

  Durgapur Steel Blooms, Billets & Slabs

Plant Joists, Channels, Angles
Bars, Rods & Rebars
Skelp
Wheels, Axles, Wheel Sets
Pig Iron, Chemicals & Fertilisers  

  Rourkela Steel HR Coils

Plant Plates
CR Coils & Sheets
GP Sheets/ GC Sheets
Tinplates
Electrical Steel
Pipes
Pig Iron, Chemicals & Fertilisers  

C) OTHER REASONS:

[26]
In spite of the growth in packaging spend, tinplate accounts for only a
small percentage of the total packaging medium. The studies
completed indicate that out of the total packaging market of rupees
that the tinplate industry in India is under severe threat from two
fronts. The first threat is from the manufacturers of tinplate from all
around the world. Easy access to technology makes it an industry
where the threat for entry is very easy and therefore competition.
Moreover, the New Industrial Policy of 1991 and WTO triggered the
lowering of tariffs on imports. This opened up the competition in the
Indian tinplate industry to the world steel majors, such as Nippon Steel
Japan, Sollace France, Rassel Stien Germany, US Steel, etc., who have
the economies of scale. This has posed a real challenge to the Indian
tinplate manufacturers who are small-scale producers when compared
with the steel giants. The second threat for the tinplate manufacturers
is packaging from an alternative packaging medium such as tetra packs,
polyethylene, etc.

FIGURATIVE REPRESENTATION ON THREAT FROM OTHER PACKAGING

MEDIUM AND THE TINPLATE USAGE:

[27]
 FIGURES IN rs.CRORES

35000

30000

25000

20000

15000

10000

5000

0
0
70

00

0
S7

70

00

0
00
LE

50
D

S7
IB

GI

0
E2

17

35
ER

2
EX

RI

)*
AT

5
P
FL

00
PA

RS
PL

IU

50
IN

HE
TIN

UM

(3
OT

L
AL

TA
TO

CHAPTER 3 DISCUSSIONS ON TRAINING

3.1 STUDENT’S WORK PROFILE: ROLE AND RESPONSIBILITIES

[28]
 ROLE:

 ACCESS THE PACKAGING REQUIREMENT OF PAINTS IN EASTERN

INDIA.
 VISIT THE PAINT DEALERS TO GET THE PROBABLE ASSESSMENT
OF PACKAGING MEDIUM.
 TRYING TO FIGURE OUT THE USAGE OF METAL (TIN) CANS IN THE
SECTOR OF PAINTS.
 REVIEWING OWN PERFORMANCE, AIMING TO MEET OR EXCEED
TARGETS.
 GAINING A CEAR PICTURE OF WHAT THE MARKET FOR TIN CANS
HOLDS IN THE PAINT SECTOR.

RESPONSIBILITY

 TO COMPLETE THE WORK PROVIDED BY THE COMPANY.

 FOLLOW THE RULES AND REGULATIONS OF THE COMPANY.
 WORK HARD TO ACHIVE THE GOAL.
 BE DEVOTED TO THE TASK ASSIGNED BY THE COMPANY.
 TRY TO BUILD GOOD REPUTATION WITH MEMBERS OF THE
COMPANY.

3.2 DESCRIPTION OF LIVE EXPERIENCE

The project titled “Assessing The Packaging Requirement Of Paint

Segment In Eastern India” has been a vivid exploration of the

[29]
packaging medium used in paints sector through out the eastern
region. It has been an elongated journey for survey compliance which
includes Orissa (Cuttack, Bhubaneswar), Jharkhand (Jamshedpur),
Haldia, Durgapur and Kolkata. Throughout this journey I have come
across 80 paint dealers and retailers, from whom I have been able to
scrutinize the project requirement of accessing the packaging medium
of paints. Through this survey of mine I have been able to understand
that the total requirement of packaging is mainly of two types:-

a) Metal packaging which mainly includes tin packaging

other than aluminum packaging.

b) Plastic packaging.

Others includes tetra packaging, sacks which counts to a very less

percentage of the total mode of packaging.

The usage of metal packaging is for the solvent based colours

And the usage of the plastic packaging is mainly for the water based
paints.

Solvent based paint which is mainly constituent of MC (methylene

chloride), ATM (acetone, toluene and methanol), NMP (N-methyl
pyrrolidone), DBE (di-based esters) is packed in metal cans because it
does not undergo any reaction with the metal and henceforth the
colour remains intact and proper in regard to its quality.

Water based paints, which is mainly a composition of vinyl matt, vinyl

satin and vinyl silk, are usually packed in plastic containers. Previously
water based paint was stored in tin containers, but eventually it gave its

[30]
way to plastic due to rusting and many other reasons which will be
discussed elaborately later in the project.

During the phase of my survey I have come across those dealers and
customers who have given both sorts of responses, both positive and
negative responses about the metal packaging which is tentatively tin.
Sometimes they choose the property of metal packaging but after that
they give positive responses about plastic packaging as well. However
these aspects will be discussed later on in the project.

I have handled organizational pressure for achieving the goal. I have

maintained very good relationship with every member of the
organization. I have got help from the seniors in the organization.
Everybody has made my task easier by giving me ideas.

CHAPTER 4 STUDY OF SELECTED RESEARCH PROBLEM

4.1 STATEMENT OF RESEARCH PROBLEM:

[31]
Research problem mainly refers to some difficulty which a researcher
experience in context of either a theoretical and practical solution and
want to obtain the solution for same. Research problem is the one
which require a researcher to find out the best solution for the given
problem and also to find out by which course of action the objective
can be attained. There is several techniques which is involved in
defining research problem –

 Statement of problem in general way.

 Understanding the nature of problem.
 Surveying the available literature.
 Developing ideas through discussion.
 Rephrasing the research problem.

My topic of research is “Assessing The Packaging Requirement Of Paint

Segment In Eastern India”. This topic gives an idea of analyzing the
requirement of tin in the paint packaging industry. The requirement of
studying the benefits of metal packaging for paints and also to properly
analyze the cost effectiveness of metal packaging in respect to other
modes of packaging of paints.

4.2 STATEMENT OF RESEARCH OBJECTIVE:

The objective of this survey is to understand the consumer’s decision

making process. I approached 80 dealers and retailers and analyzed

[32]
their comments to find out the basics of packaging medium for paints
and understand the pros and cons of the packages. This is a large
sample size and covers dealers and retailers from Orissa, Jharkhand and
west Bengal. The responses of these dealers and retailers were
different from one another based on geographical discriminations. The
end customers were also approached by me to know their view point.

4.3 RESEARCH DESIGN AND METHODOLOGY:

The generic buying process of a consumer is given below. However, all

these stages do not occur in every purchase as the customer skips from
them. This process was followed to get a proper picture of the market
scenario.

4.4 ANALYSIS OF DATA:

[33]
1) While analyzing the data I have acquired during the survey, I came up
with certain points. These were based on the benefits and advantages
of Tinplate in the packaging of paints. These are:-

Low weight and high strength, this makes Tinplate packaging easy
to ship and store.
Optimum protection is provided to the paints from external
moisture, light, dust, and odor and other impurities.
Tinplate containers are safe due to its chemical/technicalities.
Tinplate is an eco-friendly packaging material for its recyclability.
Unlike other materials like Aluminium, Tinplate offers cost
benefits and self appeal.
Printing, embossing and new shaping techniques increases the
marketing potential, because it is very attractive which attracts a
consumers attention and henceforth favoring the purchasing
decision.
The shaped can technology permits the production of cans in a
diversity of shapes and sizes, thus proves effective for the
marketing channel ( manufacturers retailers dealers consumers)

Hence it is vehement from the above discussion that Tinplate has these
qualities which makes it a superior product to choose. But now, the
synopsis must be done in comparison to the other modes of packaging
available for paints in India. The first and foremost name comes in mind
is plastic packaging. Now let us evaluate both mode of packaging and
try to find out which one provides better benefits, and this is entirely
based upon the market survey.

THE ADVANTAGES OF METAL PACKAGING:

[34]
  Strong container.
 Cheaper than plastic containers.
 Applicable only for solvent based paints hence it is narrowed
down to its limits, but is excellent packaging medium for these
short of paints.
 Ease in handling.
 No-leakage (apart from few dealers from Haldia who has reported
of facing leakage problems from metal containers).
 Eco-friendly, and completely recyclable.
 Containers are lighter than plastic containers.

Now, the ADVANTAGES OF PLASTIC PACKAGING must also be discussed

to understand the basic difference between the two. The ADVANTAGES
are:

 No rusting.
 Easy to carry.
 No leakage.
 Re-usable for different usages (ex. Storing water, etc)
 Colour can be rinsed from the sides of the container completely.
Hence minimum loss of colour is faced by the consumers.
 Sustenance of colour is better than metal packaging.
 Flexible containers.
 Very attractive.
 Containers are easy to clean.
 Colours never dry out if stored for years.
 Best suited for water based colour.

[35]
Hence it is evident that the plastic cans have a better utility and
applicability than that of metal packaging. More over it seems to be
very effective for the colours as well. The dealers had also specified that
the plastic packaging is better to store colours for a longer period of
time.

2) Now, let us give a look towards the cost effectiveness of the different
modes of packaging for paints. From the survey, the dealers have
specified that the cost of metal packaging (mainly Tin) is lesser in
comparison to that of plastic packaging. Even the cost of Aluminium
package is found to be higher to that of Tin packages for paints. Thus
from the perspective of monetary terms, the metal (TIN) packaging is
very cost effective than the other modes of packaging.

3) The future market for metal packaging is not that good. For example,
the dealers from Kolkata has responded that if solvent based colours
are packed and introduced in market in plastic packages then they
would welcome it with open arms. These dealers also said that the
demand for water based colours is higher due to development of
household sector. And this particular comment is not regional based;
the same statement is recorded in Orissa, Jharkhand and West-Bengal.
Hence with passing days, the demand for metal cans may be
deteriorating. But it is also true that as there is no other option for
packaging solvent based colours, till now, the market has a positive
demand scale for metal(tin) packaging. If the fact is shown graphically it
will be somewhat like this:

[36]
 APPROXIMATE USAGE OF METAL CANS
90%
80%
70%
60%
50%
40% USAGE OF METAL CANS
30% PLASTIC CANS
20%
10%
0%
PAST
PRESENT
FUTURE

The comments from the dealers from Orissa, Jharkhand and West-
Bengal about the maximum demand of the packaging mode are:

KOLKATA: The dealers from Kolkata have said that due to increase of
household market, the water based colours have the maximum
demand. Hence the demand for plastic package is maximized now. But
they have also specified that the market demand for solvent based
colours is also existent. So the usage of metal cans is also prominent
but the demand from end customers are more for water based paints
hence the usage of plastic cans is also more.

CUTTACK: The dealers here have specified that they can’t specify the
demand properly because they have more or less equal demand for
both types of paints, though the recent trend shows an upper curve for
water based paints. Hence the usage of plastic packaging has increased.
But on the other hand what is special about Cuttack is that, here the

[37]
dealers have specified that rusting is more in metal cans due to the
atmosphere and geographical aspects; as Cuttack is a coastal city.

BHUBANESWAR: The dealers from this part of India have specified that
as the city is a household sector, the sell of water based colours is more
and hence the demand for plastic packaging is more. Though the
market for solvent based colour is also good. The market can be divided
in 60% - 40% basis. 60% for plastic cans, and 40% for metal cans.

HALDIA: The dealers from Haldia have said that plastic packaging is
having an upper edge due to an increase in consumption of water
based colours. A few have specified that both have a demand according
to the customer want. As Haldia is under industrial sector, the usage of
solvent based colours, hence metal packaging usage is quite large. The
market can be divided into 50%- 50% basis.

DURGAPUR: The dealers from Durgapur have specifically given

responses based on consumer requirement. Here the dealers spoke in
favor of metal cans, as for them this mode of packaging system was far
better than plastic cans. But due to the negative aspects of metal
packaging the plastic packaging has increased its market, and the metal
packaging is slowly giving its way to plastic in the paints sector. Though
the usage of solvent based colour is quite prominent in here, hence the
market can be divided on 55% - 45% basis. 55% is for plastic packaging
and 45%is for metal packaging.

[38]
4) The preferred packaging for paints of the distribution channel
members (retailers, dealers) and the reason there of:

The reason why this topic is to be discussed is because; we need to

understand the psychology of the dealers, and also try to find the mode
of packaging they prefer the most. The division must be done on
regional basis to get a better idea:

KOLKATA: The dealers from Kolkata have responded that they would
prefer Plastic packages than that of Metal packages as a preferred
package for paints. They have preferred plastic packages because of the
qualities as referred as above.

CUTTACK: The dealers from Cuttack have referred that there is

preference from their side on the basis of packaging, because they sale
what the customers want to buy. But they have commented that the
demand is more for plastic packages. And as it is a coastal city the metal
packages tends to get rusted very easily within a span of 1 to 2 years.

BHUBANESWAR: The dealers of Bhubaneswar have responded the

same way that of Cuttack. Here the dealers have no personal
preference for packages. It depends on the manufacturers to package
the colour in what ever medium they want to, and the dealers sale the
colours, the customers want to buy. But yet the dealers face certain
problems from the metal packaging.

JAMSHEDPUR: The dealers from Jamshedpur have responded that they

have no personal preferences on the mode of packaging of paints. They
sale what ever the customers want to buy. But yet they too face
problems on metal packaging.

[39]
HALDIA: The dealers from Haldia have recommended that the mode of
packaging must be such that is helpful for the customers. The dealers
have no personal choice on the mode of packaging.

THE CUMULATIVE LIST OF DIS-ADVANTAGES THE DEALERS FACE FROM

METAL PACKAGING:

 RUST ON THE LAQUERED SIDES.

 LEAKAGE OF CONTAINERS.
 THE PAINT TENDS TO STICK ON TO THE SIDES OF THE CANS,
HENCE THE TOTAL PAINT CAN’T BE RINSED. HENCE LOSS IS FACED
BY THE CONSUMERS.
 THE CONTAINERS ARE MORE PRONE TO DUST.
 UNATTRACTIVE.
 NOT FLEXIBLE.
 BURSTS IN HIGH OUTDOOR TEMPERATURE OF AROUND 40-42c.
 CAP SETTING PROBLEM.
 MANUFACTURING DEFECTS LIKE STITCHING PROBLEM.
 COLOUR SEDIMENTATION IS PROMINENT IN THE CANS.
 DUE TO HIGH TEMPERATURE THE COLOUR STORED IN THE CANS
ALSO GETS DAMAGED.
 UNATTRACTIVE

[40]
5. A CHI-SQUARE ANALYSIS TO GET A CEAR PICTURE OF THE PREFERRED
MODE OF PACKAGING BY THE DEALERS.

In a survey of 80 dealers, of which 55 dealers are having an experience

of more than 5 years (<5); while 25 dealers are having an experience of
less than 5 years (>5) are taken as attributes which are independent of
each other. Do these figures support the Hypothesis that dealers having
experience of more than 5 years are prone to use plastic packaging?
Use chi-square test to analyze at 5% level of significance.

Ho : (NULL) INDEPENDENT (i.e prone to prefer both plastic and

tin)

Ho : (ALTERNATIVE) DEPENDENT (i.e prone to prefer only

plastic)

OBESERVED VALUE (Oi)

PARAMETERS PLASTIC TIN TOTAL

> 5 YEARS 30 25 55
<5 YEARS 15 10 25
TOTAL 45 35 80

PARAMETERS PLASTIC TIN TOTAL

> 5 YEARS 30.937 24.062 55
<5 YEARS 14.062 10.93 25
TOTAL 45 35 80
EXPECTED VAULE (Ei)

[41]
 DEGREE OF FREEDOM: d.f = (r-1) (c-1)
= (2-1) (2-1)
= 1.

SERIAL OBSERVED EXPECTED Oi - Ei (Oi – Ei)2 (Oi – Ei)2

NUMBER VAULE VALUE Ei
(Oi) (Ei)
1 30 30.937 - 0.937 0.8779 0.0283
2 25 24.062 0.938 0.8798 0.0365
3 15 14.062 0.938 0.8798 0.0625
4 10 10.93 - 0.93 0.8649 0.0791
TOTAL -------------- ------------- -------------- ------------- X2 = 0.2064

Hence the chi-square is = 0.0264

Null hypothesis is that “ both plastic and tin preference”, hence are
independent.

Alternate hypothesis is that “ only plastic containers preference”.

Now according to the critical region at 5% level of significance, the

alternative hypothesis u < u2, and the critical region states that

z < - 1.645. As the calculated value is less than the tabulated value
therefore we accept the null hypothesis.

Hence we accept that the dealers are more beneficial by using plastic
packaging.

[42]
6. Strength and opportunities versus weakness and threats:

After the deep analysis of al the valuable data and charts and having
studied them the SWOT analysis is very important to recognize the
strength and opportunities, and also the weakness and threats to
recognize the probable way to improve on them.

STRENGTH: ATTRIBUTES OF THE PRODUCT, THOSE ARE BENEFICIAL.

WEAKNESS: ATTRIBUTES OF THE PRODUCT THAT ARE NEGATIVE FOR

THE CONSUMERS.

OPPORTUNITY: ATTRIBUTES OF THE PRODUCT WHICH CAN BE

DEVELOPED TO MEET THE EXPECTATIONS.

[43]
THREATS: EXTERNAL CONDITIONS THAT ARE HARMFUL AND RETARDS
THE GROWTH OF THE PRODUCT.

Identification of SWOT is essential because the subsequent steps are

required to analyse the problem.

STRENGTH: the metal cans which is omnipresent in the market, is a

great material, much better than the imported products. The tin sheets
are strong enough and hence make an excellent packaging medium.
The making charge of the transferability of tin sheet into a can is much
lesser than that of other packaging medium especially plastic
containers. The metal cans are the best option available in the market
today for the solvent based colours, hence a sustainable market is
available.

OPPORTUNITY: the tin containers have been widely used for packaging
of paint. Not only paint, but also other objects like chemicals,
pesticides, food & beverages, nuts and several other products are
packaged in tin containers. Tin containers have tamper proof and
airtight closures to ensure the contents remain fresh for a longer period
of time. As the word today is ever-changing, the lifestyle is also
changing with time. Likewise the preference is also changing for the
consumers. As the consumers are conscious about the environment,
hence the packaging market for metal packaging is bright with coming
years. All the metal cans require is PARADIGM. It needs to evolve on its
own and develop on its negative aspects.

WEAKNESS: The main weakness of tin packaging is the rust factor. The
dealers, even the retailers have commented on the rust prone metal
packages. The lacquering must be improved. Moreover the cost of tin
sheets are much higher than those of its competitors.

[44]
THREATS: The threats are from the competitors like plastics, tetra
packages, aluminium, glass packaging. In the paint sector though, the
main threat lies from the plastic containers, which is trying to get into
the solvent based paints as well. The threat is also from the other
companies or competitors like GPT, SAIL and imports of Tin sheets.

CHAPTER 5 SUMMARY AND CONCLUSION

5.1 SUMMARY OF LEARNING EXPERIENCE

The purpose and scope of document is to study, analyze and

understand the business and marketing practices of TCIL (THE TINPLATE
COMPANY OF INDIA LIMITED). In order to achieve this objective, two
stages were identified – Data collection stage and the Analysis stage.
The first stage consists of the following:

1. The origin, history of the company, its growth, the board of

directors, and operational units.
2. The three closest competitors in the paint industry – GPT, SAIL
and IMPORT from foreign countries.
3. Information about the 4p’s of marketing – PRODUCT, PRICE,
PLACE, PROMOTION.
4. Customer and dealer survey in KOLKATA, CUTTACK,
BHUBANESWAR, HALDIA and DURGAPUR.

The feedback from the retailers, dealers, customers has helped in huge
aspect to understand and get a better picture of the needs and
necessity of the paint packaging. What is found in the survey is:

[45]
More collaboration between sections of stakeholders i.e. beverage,
food cans, etc. Focus on retailers – store brands v/s private labels.
Consumer demands for convenience and innovation. The plastic is an
obvious choice for the consumers, but the dealers and retailers still
wants that the metal package should reform itself and be re-introduced
into the market. And for these the company must rethink of a new
process to develop from the present status and evolve itself into a
better form.
And this can be attained by proper planning, which could provide a
better option for the company to turnaround the present declining
sector of metal packaging for paints.

5.2 CONCLUSION AND RECOMMENDATION

CONCLUSION:
The door for metal packaging for paints has not been closed. Though
the market size has declined, and shows sign of declining much further
in the near future and giving its way to plastic, tetrapak or other modes
of packaging, yet still the opening beckons for metal packages. The only
thing which must be done is to get rid of the drawbacks of metal
packages. The drawbacks although discussed earlier, I would like to
specify once more:
 Rust.
 Paints seem to form sediment when stored for a longer period.
 Not reusable for the consumers.
 The metal can’s outer surface is prone to attract dust, which
makes it very unattractive.
 Lid problem, stitching problem. Overall can making process is not
proper.
 Leakage

[46]
According to me once these aspects are taken care of, the metal
packages will be accepted by not only the dealers but also by the
consumers.
RECOMMENDATION:
1. The organization should mainly focus on how to evolve from the
problems and find new areas of improvement.

2. The metal packages should be attractive, colourful and rust free.

3. The organization should immediately improve the facility to the

customers if it is required.

4. The organization must look after that the metal package must be
more heat resistant and easy to handle.

5. The package must be such so that no wastage of colours takes place.

6. The organization must take up the responsibility to create more

market awareness among the dealers.

[47]
 APPENDIX
ANNEXURE:

Questionnaire

Name: evaluation of packaging modes in paint industry.

Dear Sir/Madam:

It will be very helpful for us if you please fill up the underneath questions which is set entirely on the
basis of survey compliance.

Sincerely,

……………………………………. …………………………………………………

(Management Trainee) (SIGNATURE OF THE DEALER)

NAME OF THE SHOP, ADDRESS, NAME OF THE DEALER.

…………………………………………………………………………………………………………………………………………………………...
…………………………………………………………………………………………………………………………………………………………………
……

WHAT ARE THE DIFFERENT TYPES OF PAINTS YOU KEEP IN YOUR SHOP?

…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………

[48]
………………………………………………………………………………………………………………………………………………………………..
WHICH SECTION OF PAINT DO YOU SALE THE MOST?

INDUSTRIAL SECTOR

HOUSE HOLD SECTOR

INFASTRUCTURAL SECTOR

DIFFERENT PACKAGING MEDIA USED FOR PAINT PACKAGING IN THE FOLLOWING SECTORS.

INDUSTRIAL HOUSEHOLD INFASTRUCTURAL

PLASTIC PLASTIC PLASTIC

METAL METAL METAL

APPROXIMATE % OF PACKAGING MEDIA USED FOR PAINT PACKAGING IN THE FOLLOWING SECTORS.

INDUSTRIAL HOUSEHOLD INFASTRUCTURAL

PLASTIC PLASTIC PLASTIC

METAL METAL METAL

WHICH TYPE OF COLOUR HAS THE MAXIMUM DEMAND NOW?

WATER-BASED

SOLVENT BASED

WHAT ARE THE TYPES OF CONTAINERS FOR PAINTS?

PLASTIC CONTAINERS

METAL PACKAGING

BOTH

DO YOU INCUR ANY ADVANTAGES FROM METAL PACKAGING? WHAT ARE THEY?

[49]
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………

DO YOU INCUR ANY ADVANTAGES FROM PLASTIC PACKAGING? WHAT ARE THEY?

…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………

WHICH MODE OF PACKAGE HAS THE MAXIMUM DEMAND? AND WHY?

…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………………………

WHICH MODE OF PACKAGING IS MORE COST EFFECTIVE?

PLASTIC CONTAINERS

METAL PACKAGING

WHICH ONE IS MORE RELIABLE AND SUSTAINABLE?

PLASTIC CONTAINERS

METAL PACKAGING

DOES PACKAGING IMPACT THE BUYING OF PAINTS? PLEASE ELABORATE.

1. FOR DEALERS:
…………………………………………………………………………………………………………………………………………………………………

2. FOR CONSUMERS: a) HOUSEHOLD:

…………………………………………………………………………………………………………………………………………………………………

b) INDUSTRIAL:
………………………………………………………………………………………………………………………………………………………………….

c) INFRASTRUCTURAL:
………………………………………………………………………………………………………………………………………………………………….

[50]
 BIBLIOGRAPHY

i. www.tatatinplate.com
ii. Different books, journals, magazines.
iii. Marketing management by Philip Kotler.
iv. Strategic Market management by David Aakar.
v. Brand Positioning by Subroto Sengupta.
vi. External survey.
vii. www.tutor2u.com
viii. www.bellpublishing.com

[51]