Aluminium Composite Panels Research Paper

EXECUTIVE SUMMARY

Aluminium is one of the lightest metals in the world and as a result it is used widely in the production of multiple product. Aluminium industry in India is one of the most rapidly growing at an enviable pace. India is world's fifth largest aluminium producer with an aluminium production competence of around 2.7 million tones, accounting almost 5% of the total aluminium production in the world.

Aluminium composite panels are flat panels consisting of two thin coil coated aluminium sheets bonded to a non-aluminium core. ACP is mainly used for external and internal architectural cladding or partitions, false ceilings, signage, machine coverings, container construction, etc.

Not many studies have been conducted for consumer behaviours regarding the Aluminium composite panels. So a study through a market survey with the help of questionnaires was conducted in Mumbai to find out the consumer behaviour when it comes to Aluminium Composite Panels.

The target Group for the research were the Architects, Fabricators and Dealers. The objective of the study was to understand what a consumer expects from an ACP brand, what are the problems that they face, what changes would they want ACP brands to make to be more efficient, what in-store communication do they prefer and what should the company do to increase its sales.

Meetings were scheduled with architects, Fabricators and dealers and in-depth conversation were held to understand their situation and hopefully open up new leads for the company to capture. The responses by the consumers were then analysed to find out various inferences and give the company insight into consumer’s mind. The areas where company can work upon, areas where it excels, various opportunities etc. were also explained to the company that were an outcome of the research.

Few outcomes of the study were-

• The quality is very similar through different brands of ACPs

• A positive relationship of the brand with the dealers and architects goes a long way to gain their loyalty.

• The most common mode of in-store communication are shade cards and samples.

• No schemes are provided to the dealers as well as the end customers from the ACP companies.

This market research was also conducted in various other cities with the help of other interns which can help company to find out the overall position of its brand.

TABLE OF CONTENTS

Declaration

Certificate

Acknowledgement

Letter of Transmittal

Executive Summary

Table Of Contents

Chapter 1 Introduction……………………………………………………………………..9

1.1 Relevance of study………………………………………………………………11

1.2 Purpose of study…………………………………………………………………11

1.3 Objective of study………………………………………………………………..12

1.4 Brief outline of each chapter…………………………………………………...12

Chapter 2 Literature Review……………………………………………………………….14

2.1 Highlights and review of Literature……………………………………………14

2.2 History and Growth of Aludecor Laminations Pvt. Ltd…………………….19

Chapter 3 Methodology……………………………………………………………………..23

3.1 Universe of study………………………………………………………………….23

3.2 Locale of study…………………………………………………………………….23

3.3 Sample size of the study…………………………………………………………23

3.4 Data collection of the study……………………………………………………..24

3.5 Data Analysis of the study……………………………………………………….24

3.6 Research Experience……………………………………………………………..24

Chapter 4 Analysis 1- SWOT analysis for Aludecor Lamination PVT Ltd. ………..25

Chapter 5 Analysis 2 – Competitive Analysis for Aludecor Lamination Pvt Ltd….26

Chapter 6 Conclusion………………………………………………………………………31

5.1 Findings for architects…………………………………………………………..31

5.2 Findings for fabricators…………………………………………………………36

5.3 Findings for dealers……………………………………………………………..42

5.4 Limitations………………………………………………………………………...46

5.5 Suggestions………………………………………………………………………46

5.6 Conclusion………………………………………………………………………..47

Annexure I…………………………………………………………………………………….I

Annexure II……………………………………………………………………………………VI

References

CHAPTER - 1

INTRODUCTION

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled