Final Dorma

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“DORMA VERSUS OZONE HARDWARE”

A project

Submitted In Partial Fulfilment of the

Requirements for the Degree of

INTEGRATED MASTERS OF BUSINESS ADMINISTRATION –

MARKETING

BY

DEEPANSHU ANAND

(IMBA/4563/12)

DEPARTMENT OF MANAGEMENT

BIRLA INSTITUTE OF TECHNOLOGY,

MESRA, RANCHI-836125, NOIDA CAMPUS

2014

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This is to certify that the work presented in the project entitled “DORMA

VERSUS OZONE HARDWARE” in partial fulfilment of the requirement for

the award of Degree of Integrated Master of Business Administration (IMBA)

of Birla Institute of Technology Mesra, Ranchi is an authentic work carried out

under my supervision and guidance.

To the best of my knowledge, the content of this project does not form a basis

for the award of any previous Degree to anyone else.

Date: 26

th

_{august 2014}

Ms. pooja jha

Department of Management

Birla Institute of Technology

Mesra, Ranchi Noida

Campus

Head

Dept. of management

Birla institute of technology

Mesra ranchi-835215-noida campus

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The foregoing project entitled “DORMA VERSUS OZONE HARDWARE”, is

hereby approved as a creditable study of research topic and has been

presented in satisfactory manner to warrant its acceptance as prerequisite to

the degree for which it has been submitted.

It is understood that by this approval, the undersigned do not necessarily

endorse any conclusion drawn or opinion expressed therein, but approve the

project for the purpose for which it is submitted.

(Internal Examiner) (External Examiner)

(Director)

AKNOWLEDGEMENT

I take this opportunity to express my profound gratitude and deep regards to

my guide Ms. Pooja jha for his exemplary guidance, monitoring and constant

encouragement throughout the course of this internship. The blessing, help

and guidance given by him time to time shall carry me a long way in the

journey of life on which I am about to embark.

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I also take this opportunity to express a deep sense of gratitude to Mr.

Arihant darda of Dorma, for his cordial support, valuable information and

guidance, which helped me in completing this task through various stages.

I am obliged to staff members of Dorma for the valuable information

provided by them in their respective fields. I am grateful for their cooperation

during the period of my assignment.

DEEPANSHUANAND

(IMBA/4563/12)

EXECUTIVE SUMMARY

TITLE : “Dorma versus Ozone Hardware”

Organization : Dorma India Ltd

Reporting officer: Mr. Arihant DARDA

Faculty Guide : Ms. Pooja Jha

Student : deepanshu anand

Objectives :

1) To know the market size of both companies. 2) To analyse Competition level in both companies.

3)

To identify Marketing strategies of DORMA. as well as different competitors

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Used in the project is both secondary and primary sources. In secondary sources, data has been collected from Internet, Magazines and textbooks related to marketing. In primary sources, data is collected through questionnaire.

Analysis of the data:

After the information was collected, the analysis was done as to transform it into data to achieve the objectives of the study.

Data Interpretation & Preparation of report:

The data emerged was interpreted, conclusions were made and recommendation were provided. Accordingly, the detailed report was prepared as per the prescribed format.

Contents PG

NO Remarks

1) Chapter 1: profile of the firm

Nature of the Company………. 2-3 Company’s Vision and Mission……… 4-5

Company’s Ventures……….. 6

Marketing Department Of Company……….. 7

Organizational Structure………. 7

Product Range ……….. 8

Services Offered……… 8

2 ) Chapter 2: theoretical background

Conceptual Framework……….. 10-12 Dorma and Ozone Hardware Price List………. 13-16 Marketing Segmentation……… 16

Major Competitor of Dorma………. 17 Inspiration and Solution by Dorma………. 18-32

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Need Of the Study……….. 34 Objectives ……….. 34 Limitations………... 35 Market Survey Of Hardware Used In Residence……….. 35-37

4) Chapter 4: Methodology

Research Design……… 39-40 Sources of Data Collection……… 40 Sampling Procedure………. 41 Limitations of Study……….. 41

5) Chapter 5: Analysis and Interpretation

Data Presentation and Analysis……….. 43-52

6) Chapter 6: Conclusion and Recommendation

Findings & Conclusion………. 53-55 Recommendation……….. 56

7) Appendix

Sample questionnaire 67-…

FIGURES OF CONTENT

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1. FIG-1 Marketing Dept.

6

2. FIG-2 Org Structure

7

3. FIG-3 Price Of Dorma And Ozone

16

4. FIG-4 Marketing Segmentation

17

5. FIG-5 Market Survey Colony Wise

35-37

6. FIG-6 General Impression Of Product

43

7. FIG-7 Rate Of The Quality Of Product

44

8. FIG-8 Value Of Product

45

9. FIG-9 Customer opinion Towards Product

46

10. FIG-10 Incentives On Product

47

11. FIG-11 Respondent Opinion Over Other

Brands

48

12. FIG-12 Purchased Similar Product Before

49

13. FIG-13 Age Of Respondent

50

14. FIG-14 Income Of Respondent

51

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CHAPTER 1

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DORMA PVT LTD.

GLOBAL OFFICE : Germany (ennepetal)

CORPORATE OFFICE :

Chennai (India)

REGISTERED OFFICE :

Mumbai, Delhi, Kolkata(50 application

centre in tier 1&tier 2

)

CONTACT NO. :

9971444858

EMAIL : [email protected]

WEBSITE :

WWW.DORMA.COM

PREMIUM ACCESS AND DOOR SOLUTIONS

(DORMA)

DORMA is a German company that produces door technology systems and allied products. It was first founded as the Dörken & Mankel KG in Ennepetal, Germany, in 1908. The family business is managed by owner Karl-Rudolf Mankel in third generation. As part of succession planning, previous sole DORMA proprietor Karl-Rudolf Mankel transferred the majority of his shareholding to his daughters Christine and Stephanie in March 2009

DORMA is the trusted global partner for premium access solutions & services enabling better buildings. In the business segments of door control, movable walls and glass fittings the company is a member of the world elite. Tradition & technology. Service & security. Competence & comfort. No matter what sort of door application you are planning, DORMA has the door system to operate it.

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MISSION, VISIONS AND OBJECTIVES

Mission

:

DORMA is the trusted global partner for premium access solutions & services enabling better buildings.

Trusted global partner | Customers and vendors around the world respect DORMA as a reliable,

globally active business partner. Partnership means long-term relationship and special service.

Premium | A superior offering (product, solutions, services, processes) in each price segment that

we serve.

Access solutions & services | DORMA ultimately supports the various stakeholders of every

building from design to construction to ongoing service and support. Our solutions and services enable a building from smart product designs (aesthetics and technology) through to the safety, comfort and convenience of those using the building every day.

Better buildings | Begins by first understanding a customer need as it relates to managing the

means from entering or exiting a room to an entire building. The solution provided is the best combination of products, services, supply chain processes and overall customer support that best addresses the customer’s need.

Vision:

DORMA is a high-performance global company creating value through our full range of premium access solutions & services.

We best serve our customers through "F I R S T":

F full presence in strategic markets.

I inspiring designs and innovative technologies that convey safety, convenience and comfort.

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R relationships through our network of business partners, unsurpassed in mutual trust and

respect.

S superior processes driving simplicity, efficiency and effectiveness.

T team of global-minded, talented and empowered employees.

Objectives:

.Profitability .Customer service .Growth .Employee retention .Productivity

VENTURES OF DORMA:

1997-

Ogro (Lever Handles)

1999-

Groom (Door Closers)

2002-

Huppe (Movable Walls)

2004- Mame(Malaysian Co-Designer Glass)

MARKETING DEPARTMENT: DORMA

In DORMA Marketing Management has the task of regulation of level, liming and character of demand in a way that will help the organisation to achieve its objectives. The aims of producer, without marketing totally depends on marketing

“DORMA” marketing philosophy aims not to sell building tools only it aims to make good customer relationship by serving excel goods and services to its customer and proving full customer support because dorma believes in “customer satisfaction” it helps to retain its customer for long run

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dorma head

office

central

marketing

office

state

marketing

office

area marketing

office

corporate

offices

field marketing

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CEO

MARKETIN

G

MANAGER

FINANCE

MANAGER

GERNAL

MANAGER

DIRECTOR

ASSISTAN

T

ORGANISATIONAL STRUCTURE

FIG-2

PRODUCT RANGE

❖ DOOR HARDWARE Door closer, floor spring, lever handle, lock, hinge, door accessories

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❖ AUTOMATIC DOORS Automatic sliding door, automatic door accessories

❖ SECURITY

access control systems, security door fittings, emergency exit control systems, lock and electric keeps, security and detection systems

❖ CRANE DOOR

SERVICES OFFERD BY DORMA

❖ Annual maintenance contract ❖ Spares supply ❖ Repair services ❖ Up gradation, modernization ❖ Replacement

CHAPTER 2

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THEORETICAL BACKGROUND DORMA: WHAT

IT IS & ITS BACKGROUND!!

THEORETICAL BACKGROUND DORMA: WHAT IT IS &

ITS BACKGROUND!!

 DORMA is the trusted global partner for premium access solutions & services enabling better buildings. In the business segments of door control, movable walls and glass fittings the company is a member of the world elite. Tradition & technology. Service & security. Competence & comfort. No matter what sort of door application you are planning, DORMA has the door system to operate it.

Despite its rapid growth in the past few decades, DORMA has remained a family-owned company.

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Rudolf Mankel and his brother-in-law, Wilhelm Dörken, founded Dörken & Mankel KG in Ennepetal, Germany, on July 1, 1908. The first products to come out of the factory were double-action door hinges and milled screws. Right from the start, the two partners imposed the very highest quality standards on their products. The principle that applied even at that time - "Better the best at a good price than to disappoint our customers" - was destined to influence significantly the path adopted by the company.

In 1913, Dörken & Mankel KG break ground on a new production facility in Ennepetal growing its manufacturing space to more than one million square feet.

The brand name DORMA, an acronym formed from the two surnames of the company founders, was registered with the German Patent Office in 1927. Then, in 1936, Wilhelm Dörken left Dörken & Mankel KG and Rudolf Mankel set about running the company as its sole proprietor.

1950 – 1970

In 1950, after the upheavals of the Second World War, the company began manufacturing the TS 50 door closer, taking us into a sector in which - in revenue terms - we are today the world market leader. The product range was also extended to include, for a period, the "Mekanik" metal

construction kit, and punched components for the radio and television industry. By 1962, DORMA had begun production of a range of door operators and so took its first steps into the automatics market. And here too, the company is among the world elite.

1970 – 2000

In 1970 saw the establishment of DORMA GmbH Co. KG and in the same year Karl-Rudolf Mankel, grandson of the co-founder, joined the company. The ensuing period saw increased emphasis on global alignment and further extensions to the product segments. In 1976, the company moved into the field of glass door furniture and fittings, and 1977 saw the creation of a subsidiary specialising in this sector, DORMA-Glas. Also in 1977, we established our first foreign sales company in the form of DORMA France. And just one year later, our first foreign

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manufacturing facility was opened in Singapore.

DORMA gained access to further new markets by entering into the security and emergency escape technology sector in 1987. The year 2000 heralded a new management structure comprising a holding company, five divisions and 13 sales regions, established with the purpose of further improving DORMA's global position and better preparing it for the challenges of the future.

2000 – 2011

2008 saw celebrations at many of DORMA's sites around the world to mark its 100th year of existence. And at the beginning of 2009, the fourth generation of proprietors assumed a share of the responsibility for managing the company, with sole proprietor Karl-Rudolf Mankel passing on a majority of his participating interest in DORMA to his daughters Christine and Stephanie Mankel. In order to be even better equipped to meet present and future global market demands, in 2010 DORMA introduced its strategic program “DORMA 2020” and, on January 1, 2011, a new

management structure aligned to this new set of commitments. The new organization, consisting of an 11-member Group Executive Committee, five global sales territories with P&L responsibility and the business unit Movable Walls (EMEA), reflects the strategy adopted for growth through to 2020.

2011 – 2013

For the first time in its corporate history, the DORMA Group generated revenues in excess of one billion euros in fiscal 2011/12 (June 30), thus successfully continuing the growth program. In 2012, research and development centres in India and Singapore were established with a view to meeting the local and regional requirements. DORMA received numerous awards including the “Axia Award 2012” and the “Hidden Champion 2013” accolade.

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DORMA AND OZONE HARDWARE PRICE LIST 2014:

TYPE

IMAGE

PRICE

OF

DORM

A

PRICE OF

OZONE

OVER HEAD

DOOR

CLOSER

1200

1000

FLOOR

SPRING

5000

3500

GLASS

DOOR

FITTING

8000

7500

GLASS

DOOR

HANDLE

3500

1000

SPIDER

WITH FIN

4999

3599

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SPIDER

WITHOUT

FIN

3999

2000

GLASS

CANOPY

20,000

10,000

HINGES

650

250 AUTOMATIC

SLIDING

DOOR

SYSTEM

98,000

86000

MANUAL

SLIDING

DOOR

SYSTEM

9000

7500

FITTING FOR

GLASS

ASSEMBLES

1900

1500

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LEAVERS

AND

HANDLES

988

750 REVOLVING

AND

CURVED

SLIDING

DOOR

500000

NOT

AVAILABLE

MECHANICA

L LOCK

790

570 ELECTRIC

LOCK

700

500 ELECTRIC

ACCESS

CANTROL

4000

2000

ELECTRIFIED

DOOR

HARDWARE

2500

1500

FIG-3

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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 1200 5000 8000 3500 4999 399920000 650 98000 9000 1900 988 500000 790 700 4000 2500 1000 3500 7500 1000 3599 2000 10000 250 86000 7500 1500 750 0 570 500 2000 1500

price of dorma and ozone

PRICE OF DORMA PRICE OF OZONE

Marketing segmentation:

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and

implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan

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approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.

FIG-4

For capturing Indian hardware market dorma start focusing over its s3 segment after 2001 s3 segment focus over middle class around 70-300million India population lies b/w middle criteria

Major Competitor OF Dorma Hardware:

There are many competitors of dorma hardware but the main competitors are ozone , hettich etc. and in this project I am comparing dorma with its major competitor ozone in India for competing ozone hardware dorma came up with the concept of dorma xlc in 2010 but it is not successful according to its expectation .

Ozone Hardware:

Ozone is a young dynamic company offering Architectural Hardware Solutions through a wide range of standard and customized products. A solution centric approach has enabled us to grow from strength to strength and becoming India’s most popular Architectural Hardware Solution provider. Our focus on international standards has enabled us to establish a state-of-the-art

manufacturing facility and simultaneously raise the entire work ethics as per global standards and best practices. We have a team of in-house architects and product designers who understand the design intent of our customers and after combining it with value engineering and practical utility, we try to deliver desired results at the right value. Our strong R&D and quality team ensures that the products adhere to stringent quality benchmarks.

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Customers form an integral part of our value system. A dedicated customer care and logistic network backed by SAP and a strong IT support enable us to supply products and services in time with proper after sales support. OZONE’s manufacturing facility is a combination of modern CNC and robotic machines along with automatic finishing lines, which allow us to offer high quality with consistent finish in our stainless steel products. We have invested heavily in energy-efficient and pollution control measures as a part of our social responsibility. At Ozone, stress is also laid on following the international HR Standards. Child Labor is strictly prohibited in all divisions of the company. The company also takes special care in waste disposal and thereby adheres to

environmental friendly techniques in Production.

2013 ANNUAL SALES OF DORMA AND OZONE:

COMPA NY SALES (IN RS) DORMA 250cr OZONE 220cr

According to above data sales by dorma has high sales but if we actually see through pricing ozone have high sales in India because dorma sales products to different segment with different price rate dorma have three different stores India for dealing with different levels of customer for high income customer there is dorma crown store and for middle income customer there is dorma pro and for low middle there is dorma xlc .But ozone deals in India with its price which are little bit less than dorma xlc .

Inspiration and solutions by dorma

➔ Education :

Educational environment need to not only have door openings and applications that function seamlessly but also that stand up to the high traffic and abuse of any educational environment. It provides a variety of products for any type of door application.

Dorma inspiring concepts and product used in schools and universities of Germany

HIGH SCHOOL (NEUES GYMNASIUM) - BOCHUM (GER)

Schools and universities count among the most important buildings – whether private or municipal – of any metropolis. And architecture in this field too is undergoing something of a revolution, because people have become aware that good buildings promote the learning process.

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Contribution of dorma:

DORMA premium access solutions such as door closer and emergency & escape route systems are also able to meet the tougher requirements associated with school environments.

The ITS 96 and TS 93 door closers with their EASY OPEN technology ensure student traffic keeps on moving as the learning day progresses.

Featured products in this concept

This is contribution by dorma in education sector Products name are

Dorna ts93 series door closer Dorma its96 series door closer

These are products used in high school

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Office and commercial environments require secure and compliant openings. DORMA's extensive line of door hardware products as well as our beautiful offering of glass wall systems and

applications meet or exceed requirements.

WEST BEND MUTUAL INSURANCE – WEST BEND, WI (USA)

The West Bend Mutual Insurance company recently completed a $57 million, 210,000 sq. ft. expansion of its headquarters in West Bend, Wisconsin. The original structure built 10 years

previously had already been recognized for green innovations. Both enclosed offices and open area work spaces have separate climate controls, considerably reducing energy usage overall. The expanded West Bend Mutual headquarters duplicate this feature.

DORMA by Choice™

West Bend Mutual pursued high quality construction for the expansion—procuring products that met its value expectations. With these goals in mind, West Bend selected DORMA Architectural Hardware for doorways throughout the new headquarters. The DORMA closers, exit devices, locksets, and dead bolts selected all combine durability, strength, reliability, and security with modern styling and a wide choice of architectural finishes.

Featured product in this concept

Dorma s900 series dorma 9000 series dorma c800 series Door closer exit device locks

Architect

Plunkett Raysich Architects, Milwaukee, W

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Dorma c800 series dead bolts

➔ SHOPPING / RETAIL

Busy retail facilities require entrances that provide easy access for customers and create a pleasant shopping experience. DORMA can supply the right products for ease of access as well as securing employee and goods entrances that require secure access.

NOVA EVENTIS - LEIPZIG (GER)

Covering 76,000 square metres of the former Saale Park in Günthersdorf in the Halle/Leipzig region of southeast Germany, the ‘nova eventis’ is a unique shopping and amenities centre

comprising around 220 individual boutiques, department stores, service-providers, restaurants, bars and cafés.

DORMAs contribution to the project

Easy-to-follow directional signage, green areas and seating arrangements turn shopping into a relaxing experience. High quality materials and advanced technology further enhance the ambience. This technical sophistication is also underlined by the DORMA CD 400 automatic swing door operator and the DORMA lever handles in aluminium and stainless steel, specially developed for fire and smoke check doors and also the emergency exits and escape routes.

➔ TRANSPORTATION

Busy transport hubs need to have access that is reliable and safe. DORMA provides a variety of applications to meet these requirements.

TRANSPORT FOR GREATER MANCHESTER CYCLE HUB –

MANCHESTER (GBR)

As part of the £6 million Commuter Cycle Project, Transport for Greater Manchester (TfGM) opened a major new cycle hub in the iconic City Tower skyscraper in Manchester’s Piccadilly Gardens. With large footfall expected at the high-profile redevelopment, a proven specification was required to deliver excellent, reliable performance in challenging conditions.

Architect

ECE Projektmanagement , Hamburg

Location

Leipzig, Germany

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DORMA's contribution to the project

Having specified DORMA’s RST automatic space-saver doors at the £4.5 million Middleton Bus Station in 2005 – and with the doors still fully-functional and performing strongly eight years later – Aedas once again turned to DORMA.

DORMA RST automatic space-saver doors are designed so that the door leaves perform a swivel motion in the smallest of spaces. As a result, the clear passage width is minimally less than the overall structural width of the doorway. And as with all automatic doors from DORMA, the RST excels in terms of its fast, smooth, quiet operation and user-friendliness.

DORMA was also appointed to supply ED 100 low energy swing doors for two separate exits. Opening the door at precisely controlled speeds and forces, even in tough climatic conditions, the ED 100 assures safety for all users and removes the barrier – ideal when carrying or riding a bicycle upon exit.

Featured product in this concept

Dorma rst saving dorma ed/100/250a

Door automatic swing door system

➔ SPORTS / ENTERTAINMENT

Architect

Aedas Architects

Contructor

Globe Construction

Location

Manchester, United Kingdom

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Sports and Entertainment venues demand that there is optimum visibility and the egress to and from events is safe and reliable.

NATIONAL STADIUM, BRASILIA (BRA)

The Brazilian National Stadium built in 1974 in Brasilia (originally named after Mané Garrincha, a famous Brazilian footballer) was almost completely dismantled and rebuilt for the 2014 FIFA World Cup. The arena is the largest building in the capital and the second largest stadium in the country.

DORMA’s Contribution to the Project

DORMA equipped the stadium with extensive glass architectural hardware, numerous floor springs and a sophisticated range of emergency escape route systems. Ensuring spectator safety means that the emergency exit and escape route systems must comply with the provisions of the Disability Discrimination Act. Because people with limited freedom of movement also need to feel safe and sound in the stadium. Barrier-free access is a non-negotiable must.

Featured products in this concept

Dorma pha2000 dorma bts 75v floor spring Crossbar fitting

➔ GOVERNMENT

DORMA's wide range of door solutions provides many options for government buildings. Whether it is securing an entry or providing access control DORMA has a product to fit the requirement.

NATIONAL ASSEMBLY FOR WALES – CARDIFF, WALES (GBR)

Architect

von Gerkan, Marg und Partner / Castro Mello Arquitetos

Contructor

Andrade Gutierrez + Via Engenharia

Location

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Following the historic devolution referendum result for Wales, a design competition resulted in the creation of the National Assembly for Wales.

Built of traditional Welsh materials such as slate, stone and Welsh oak, the building represents 3 ideals: accessibility, transparency and sustainability.

DORMA’s contribution to the project

As a public building which requires ease of use and is open for all, the internal doors are predominantly held-open during normal use and linked to the fire alarm system. DORMA automatic swing door operators were chosen for this aspect of the project. If the fire alarm is activated, the doors will automatically close, and once the system is reset, the doors will automatically re-open and hold open. This negates the need for personnel to walk around the building performing this function manually and thus ensuring that the building is kept fully accessible at all times.

The ED100 Automatic and ED100 Low Energy operators embody key principles of the building: Accessibility and Sustainability.

Featured products in this concept

Dorma ed100/250 dorma ed 100/250a

Le swing door operator automatic swing door operator

Contructor

MITIE

Location

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➔ HEALTH CARE

DORMA provides many door opening solutions for healthcare facilities and include products to ensure a safe and clean environment.

ROYAL DEVON & EXETER HOSPITAL – EXETER (GBR)

At the Royal Devon & Exeter Hospital the DORMA door closers are proving that quality materials and a careful specification will provide best value in practice. In fact, a large number of DORMA TS 83 door closers and BTS 80 floor springs – originally supplied in 1991 – are still in operation and still meet all Building Regulations and Product Standards more than 20 years later, despite stringent changes in recent years.

DORMA’s contribution to the project

Despite being supplied in 1991 and numerous changes to legislation since, DORMA closers still meet the necessary legal requirements. As all DORMA closers are CE Marked, Certifier Approved, and help door sets meet the requirements of ADM and BS8300, they offer the same reliability and peace of mind today.

Featured products in this concept

Dorma ts 83 door dorma ts 73v dorma ts 73 emf Closer door closer door closer

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Dorma bts80 emb

Series door closer

➔ PRIVATE

DORMA provides access solutions to provide security and safety at every entrance. Internal doors can be transformed to provide easy access whilst saving space and letting light flood through the living space.

MAURITZ CONDOMINIUM - MÜNSTER (GER)

The Mauritz condominium can be found in the Mauritz quarter of Münster in the midst of a veritable grove of similar detached apartment complexes. Two independent apartments are nested within the building to create the external appearance of an integral unit. The only clue that there is more than one party living in the house is the separate entrances.

DORMAs contribution to the project

With the automatic glass sliding door from DORMA discreetly integrated within the interior concept, the strict lines of the architectural design have been adhered to down to the last detail, imparting to the building an attractive “single-cast” appearance.

The high Interior design requirements are met by DORMA with the ES 200 automatic sliding door operator

Featured products in this

concept

Dorma es 200

Architect

South West Regional Health Authority Architects

Location

Exeter, United Kingdom

Architect

PBA (Peter Bastian Architects), Münster

Location

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CHAPTER 3 PROBLEM STATEMENT & OBJECTIVES OF

STUDY

NEED OF THE STUDY:

1. Most of the customers are unaware of the dorma hardware therefore don’t use on continuous basis 2. Company lack marketing strategies as compared to ozone

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OBJECTIVES:

1) To know the market size of both companies. 2) To analyse Competition level in both companies.

3)

To identify Marketing strategies of DORMA. as well as different competitors

LIMITATIONS:

1. The survey and research has been done based on whatever information provided by the customers. They may not be true in answering the questions.

Some customer even did not reply to anything. 2. Time constraint was one of the limitations

Marketing strategy used by dorma

• Cost cutting on packaging and bulk orders

• Vernacular language options on websites

• Better featured user interference

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• Better infrastructure for dealership stores

• Better after sale services

MARKET SURVEY OF HARDWARE USED IN RESIDENCE

FIG-5

S.N

O

RESIDENCIA

L/

COLONY

DOOR

CLOSE

R

HINGE

S

SLIDIN

G

DOORS

SHOWE

R

FITINGS

CONTRACTO

R

1.

MODEL TOWN

Z-3 Model town kadson kadson kadson Yogesh kumar

c-8/6 Model town

bharat bharat bharat inderjeet singh

m-4/24 Model

town ozone bharat dorma dorma Sunil chopra k-3/6 Model

town Rk atlas bindrain Rajiv chabra d-13/11 hoffill hoffill hoffill Owener itself

2.

PITAMPURA 2997-a sant nagar Hanuman top Hanuma n top Hanuman top Ashok nandwani A 25/a sanik vihar

ozone ozone ozone ozone Gulshan kumar

A -35/2 harsh vihar

hettich hettich hettich Metro estates

3000-b sant nagar Atal bihari Atal bihari Ashok nandwani C -112/1 lok vihar

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3.

ASHOK VIHAR

I -52 ph 1 dorma dorma dorma dorma Rajesh gupta

B -3/36 ph-2 ozone ozone Shanti devi goel

377 a gali no 1 Kadson kadson Owener itself

S -85 phase 2 ozone ozone ozone Prakesh sharma

S -90 phase 2 ozone ozone ozone Prakesh sharma

4.

KOHAT ENCLAVE h.no 75 a Hanuman top Hanuman top Hanuman

top Jai ram sharma 30/6b ozone ozone ozone Yogesh gupta

224/c dorma dorma dorma Surinder

34/d hettich hettich hettich Owener itself

35/d Hanuman top Hanuma n top Hanuman top Owener itself

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CHAPTER

4

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RESEARCH DESIGN

Research design is the arrangement of condition and analysis of data in a manner that aims to the research purpose with economy in procedure. The Research Design of the the entire topic under study seeks to answer as well as analyse which company is better dorma or ozone . which thing needs to be increased in the organization and the steps which should be implemented for

improvement of the employees. The design was kept flexible as possible where the research problem is defined very broadly initially and is transformed into precise meaning.

SOURCES OF DATA COLLECTION

The methodology adopted in order to accomplish the objectives of this project report was through the collection of data from different sources.

❖ PRIMARY SOURCES

➔ Questionnaires

➔ Direct interaction with employees and customers etc.

➔ Personal Observation (during the entire time period of Training)

❖ SECONDARY SOURCES

➔ Sample projects

➔ manuals/catalogues given at dorma

➔ Various other books, magazines related to marketing

❖ SAMPLING PLAN

Sample Size is 20

(40)

Limitations of Study

❖ The scope of analysis was restricted as the questionnaire was distributed to certain respondents. ❖ Small sample size.

❖

The opinion and views of the respondents is reflected in the outcome of the study and not in the depth analysis of each and every participative forum

.

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CHAPTER

5 DATA

PRESENTATION

AND ANALYSIS

Contacts

1.

989925702 3

2.

835577610 1

3.

956057018 5

4.

985069324

5.

844782517 9

6.

9953118448

7.

858693982 0

8.

837585610 8

9.

965059834 4

10.

9899 638160

11.

8470 055123

12.

9899 060642

13.

7838 067964

14.

9999 8571812

15.

8860 279321

16.

2702 0353

17.

9990 151490

18.

9612 679805

Name

1.

rajesh kumar

2.

prabhakar jha

3.

pradeep krishan

4.

sunil kumar verma

5.

natik arora

6.

vikas

7.

rohit gabrani

8.

hk Sinha

9.

ram kumar

10.

durg esh kumar

11.

nisha nt

12.

rishi nagpal

13.

anita

14.

satis h kaushik

15.

sures h rana

16.

aksh ay ganotra

17.

mah esh sharma

18.

akhil malhotra

19.

jitend er sethi

20.

rajat sharma

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Questionnaire result

Q-1 What is your general impression of the product?

FIG-6

Excellent 1 5% Good 7 35% Average 10 50% Poor 2 10%

(43)

Q-2 What would you rate the quality of the product?

FIG-7 High quality 0 0% Good quality 9 45% Average 9 45% Low quality 2 10%

(44)

FIG-8 Excellent value 1 5% Good value 4 20% Average value 12 60% Poor value 3 15% Not value 0 0%

Q-4 would you purchase this products

?

FIG-9

(45)

No 15 75%

Comments of respondents

 its a reputated co therefore i would like to purchase product

 because i havnt tried this product

 because of its price value

 because they do not provide good incentives and discounts

 because there are better options available

 because it is not under my budget

 because hanumantop is very cheaper than this brand

 because i found ozone hardware is better than this company

 since it is expensive

 i m brand conscious

 because i found other brands cheaper than this

 because it is not economical

 its competitors have better products at better price

 because its inovative brand

 because i like this co due to its customer satisfaction

 because i dont have knowledge about the brand

Q-5 Would you purchase this product if you were offered incentives

?

FIG-10

Yes 9 45% No 11 55%

(46)

Comments of respondents

 other co hardware products are more cheaper than this if u give me more incentives than other brands

 because hettich is giving products at more discount

 because ozone is providing better incentives than this because i think other co give more incentives than this

 because after incentives hanumantop is cheep

 other companies are giving more incentives

 if i found incentives are more than the other brand

Q-6 Would you purchase this product over other brand

?

FIG-10

Yes 16 80% No 4 20%

Comments of respondents

 its a German brand therefore

 i cant opt for other brand would go for other brand

 because i find these product of good quality

(47)

Q-7 Have you purchased similar products before?

FIG-10

Yes 14 70% No 6 30%

(48)

Q-8 What is your age range?

FIG-11 Under 18 0 0% 19-29 6 30% 30-39 8 40% 40-49 6 30% Over 50 0 0%

(49)

Q-9 What is your annual income?

FIG-12 Under 30k 5 25% 30k-70k 5 25% 70k-1lakhs 6 30% 1lakhs or above 4 20%

(50)

Q-10 Which region do you live in ?

FIG-13 North Delhi 9 45% South Delhi 4 20% West Delhi 1 5% East Delhi 6 30%

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CHAPTER

6 Findings, Conclusion & Recommendations

FINDINGS

❖ from the above questionnaire through data analysis I found answer to question why dorma hardware couldn’t able to capture India building tools market like ozone hardware, hettich etc.

➔ when we questioned to respondent about the general impression of the dorma products than height 50% form 20 respondent was saying average and only 5% said

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question -4) of the questionnaire .In Q-4) I asked the respondent would you like to purchase this product than 25% replied yes and 75% replied no from 20

respondent.

➔ Comments of 25% respondents who replied yes are

• I would like to purchase this product because I am brand conscious • Because dorma is Germany based company

• Because it uses good technology for innovation • Because of its customer satisfaction

➔ Comments of 75% respondents who replied no are • I am not aware about this company and its products • Products of this company are not under our budget • This brand is not economical

• Other brands products are cheaper than this

➔ After analysing this comments I come to know why only 5% said dorma is excellent and 50% said its average because they never tried dorma products because of its high price and some was not aware about the company ➔ Income and regional factor is also playing major

role-In Q-9&10) I asked annual income and region of the respondent that where he put up .The survey was took place in Delhi four parts north, west, south and east There was 20% respondent from south Delhi are those who was ready to

purchase the product because there annual income was more than 1lakhs& 45%respondent from north from which 20% was ready to purchase before incentives & 10% after incentives and 15% don’t because in north side 25% respondents income was found under 70-1lakhs.in east Delhi no respondent replied to purchase the product before and after incentives because there income was less than 30k .

Conclusion

This project work has provided me an opportunity to interact with the professionals in the industry and thereby let me know the various facts of Marketing.

Marketing can be looked at as an organizational function and a set of processes for creating,

delivering and communicating value to customers, and customer relationship management that also benefits the organization.

Marketing is the science of choosing target markets through market analysis and market

segmentation, as well as understanding consumer behavior and providing superior customer value.

From a societal point of view, marketing is the link between a society's material requirements

and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships.

During the entire period of my training, I’ve learned how crucial is Marketing is for the products in the marketplace ,since marketing is needs to be done in such a manner that it effectively

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communicates the manufacturer’s message to the final customer in an Effective manner as well as it does not goes against the society’s thinking’s and believes.

RECOMMENDATIONS AND SUGGESTIONS

➔ Creating awareness about dorma hardware through the latest medium of advertising like social media advertising e.g. Facebook, twitter ,google+, whatsapp etc. and mobile advertising medium e.g. paisaswipe,freekall. Advertising campaigns like wall paintings, hoardings, crop literature etc. may be undertaken

➔ More sale promotional activities may be conducted to create awareness and brand image in the minds of customer.

➔ Reducing price of the products offered by dorma to survive in the Indian market because India have large no of s3 segment customers who demand product at low cost

➔ Providing good after sale services & handling of glass fittings should be done properly