CHAPTER I

1. BACKGROUND
Nepal is one of the smallest and developing country of the world. It is located between latitude
26022' north to 30027' north and longitude 8004' east to 88012' east having a total area of
147,181 Sq. Km. with a population of around 30 million.
Nepal previously known as a Hindu state with deep-seated monarchy, has recently been changed
into a Federal Democratic Republic. As the country is located on the southern slopes of the great
Himalayas, its beauty and glamour always remain a source of attraction for visitors and nature
lovers. It is a multi-lingual, multi-racial, multi-religious, and multi- occupational country.
Nepali Plastic processing industry has made significance achievement in last 50 years with more
than 50 units spread over Nepal. The demand for plastics was ever growing. Mid 1990s came
with the need to organize Nepali plastics sectors as much as to consolidate and cater to the global
market requirements. NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA
NEPAL is well known for its Plastic industries, Particularly for High Density Polyethylene and
Polypropylene Random Copolymer Pipes. It has been observed that during previous 3 years the
prices of HDPE PIPE has gradually increased and profit margin for manufacturer has reached
at break-even point. This present situation is due to COVID-19 and consequences of number of
factors including improper marketing strategies, cut practices, improper and flexible pricing.
The maximum small scale plastic processing units in NARAYANI MICRO PIPE UDHYOG
PVT. LTD. KALAIYA, BARA are now working at break-even level. To cope up with present
problems of industry and for progress, the strategic marketing management is mandatory for
these units.
Marketing in HDPE PIPE is related to the production, distribution and sales of trade. It enables
an organization to know what the customers rally need and want and what products are to be
made to meet both the necessity of customers and promotion of the sales. Today's marketing
environment is characterized by globalization, technological change and intense competition.
Successful marketers are those who deliver what customers are willing to purchase as well as
ability to purchase. For this reason marketers today conduct many research and development to
study consumer behavior so as to recognize why and how individual make their consumers
decisions. Once it is understood marketer become able to predict and shape their marketing
1
strategies accordingly. Definitely marketers who understand markets and consumer behavior
have great competitive advantage in the organization or manufacturer must determine the
attitudes, needs & wants of their customer first and then bring products in the markets
accordingly.
According to Mc Carthy and William D. Perreault - "Marketing is the performance of
anticipating customer or client needs and directing a flow of need satisfying goods and services
from producer to customer or client." According to Philip Kotler - "Marketing is a social and
managerial process by which individuals and groups obtain what they need and want through
creating, offering and exchanging products of value with others,"
According to American Marketing Association defines marketing as "The process of planning
of executing the conception pricing, promotion and distribution of idea, goods and services to
create exchanges that satisfying individual and organizational objectives."
According to William J. Stanton and Charles Futrell – “Marketing is a total system of business
activities designed to plan, price, promote and distribute want – satisfying products, services
and ideas to target markets in order to achieve organizational objectives."
Marketers say branding is the art and cornerstone of marketing. A brand is a name, term, sign,
symbol or design or a combination of them intended to identify the goods or services of one
seller or group of sellers and to differentiate the from those of competitors. A brand name carries
many associations in the minds of people. These associations make up the brand image.
Therefore the above definitions of marketing suggest that it consists some activities consisting
of study of consumer needs product, price, place and promotion to facilitate exchange and
brands that satisfies individual as well as organizational objectives within the social and
marketing environment prevailing today. This highlights the important of product is the whole
process of marketing mix.
Research area selected for our study is Kalaiya which is a big commercial hub of Nepal. Being
the most populated district, it may prove to be the most suitable area for the purpose of our
research. Since, most of the hardware shops, Plumbing shops and office of the water supply and
sanitation projects are also situated in Kalaiya. The consumption of the HDPE PIPE is found to
be in big volume. As such, the true characteristics of the (HDPE PIPE) Pipes available in the
markets. At the same time the results derived by the research are appreciable to whole country.

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2. PROFILE OF NMPUPL
2.1 Introduction:
NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA is established in 2068
BS and involved in producing high quality High Density Polyethylene Pipe (HDPE) Pipe used
for drinking water supply, sanitation and tube well. The factory is located at main Kalaiya-
Birgunj road in it's own premises. It has high end production facility with latest technology to
achieve aim of producing high quality product.

2.2 Promoters:
The promoters of NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA have
over 25 years of experience in the manufacturing of HDPE Pipe in Nepal. Originally they were
associated with their family venture and pioneer company in introducing HDPE Pipe in Nepal.

2.3 Vision:
"To produce high quality pipes for various usages in most affordable cost".

2.4 Quality Policy:

NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA is committed to produce
and deliver high quality products through Total Quality Management.

2.5 Products:
HDPE Pipe Sizes 20 mm OD to 315 mm OD as per Nepal Standard (NS). PPR Pipe : Sizes 20
mm OD to 50 mm OD.

2.6 Production Capacity:

NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA has total annual
production capacity of 2,500 MT with the help of four extrusion line.

2.7 Their Clients:

Their valued client list includes Government of Nepal through its various water supply projects,
Helvetas Nepal, Red Cross Nepal and many other private institutional buyers. They also export
their pipes to India.

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3. ABOUT THE PRODUCT
3.1 FAMILY OF PLASTICS
Plastics are a family of material not a single material, each member of which has its own distance
and special advantage. Most plastics fall in to one of the two groups the thermoplastics or its
thermosets.
3.2 PROPERTIES OF PLASTICS
In general the plastics process the following properties:
1. Physical Properties
• Dimension
• Density
• Water absorption
2. Mechanical Properties
• Tensile strength
• Elongation
• Flexural strength
• Shear strength
• Hardness
• Creep strength
• Abrasion

3.3 CLASSIFICATION OF PLASTICS

1. Thermo plastics
2. Thermosetting plastics
Thermo Plastics:
These polymers soften on beating regain original properties on cooling repeated heating &
cooling don't change chemical nature of these polymers. These are soft, weaker & less brittle
than thermosetting polymers. For better understand of the properties it is essentially to classify
them. Plastics can be repeatedly molded or shaped by the activation of heating and cooling cycle
under pressure and turned as THERMOPLASTICS.
Examples:
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 • Polythene
• Poly Propylene
• Poly vinyl chloride
• Poly styrene
• Nylon
• Polyester
Thermosetting:
These polymers during muddling gehardened once they are solid field they cannot be softened.
They cannot be re softened once they are set. These polymers have 3 dimensional structures &
have molecular weight. These are hard, tough, and brittle. Those plastics which are shaped by
the application of heat pressure and do not have versatile of repeat process ability and termed
as THERMOSET.
Examples:
• Phenol formaldehyde polymer
• Melamine formaldehyde polymer
Thermo plastics are classified into three types:
1. Specialist plastics (Ex:- PBO, PEEK)
2. Commodity plastics (Ex:- HDPE, LDPE, PVC, PPR)
3. Engineering plastics (Ex:- PET, PVT)
• Urea formaldehyde polymer
• Unsaturated polyester
• Epoxies
• Rubber
• Poly urethane
3.4BACKGROUND OF HIGH DENSITY POLYETHYLENE (HDPE)
HDPE Pipe is the largest produced polymer in Nepal. It is manufactured by Plastic Granules
(HDPE Polyethylene) for best quality. Whereas rigid plastics which can be made flexible by
adding plasticizers. The degree of flexibility depends upon the plasticizer content. HDPE is only
available in solid form, which is known as plastic granules.

5
It is an interesting paradox that one of the least stable of commercially available polymer should
also be in terms of the tonnage consumption at least one of two most important plastic material
available today.
HDPE is the world most versatile thermoplastic material with wide range of application than
other plastics. Virtually HDPE presence is dominating in domestic, industrial and commercial
application. Now a days it also play an important role in every field of application such as
electrical, agriculture irrigation, water supply and automotive industries.
In 1900, German chemists Eugen Bamberger and Friedrich Tschirner identied this compound
as polymethylene, a very close cousin to polyethylene. Thirty years later, a high- density residue
was created by an American chemist at E.I. du Pont de Nemours & Company, Inc., Carl Shipp
Marvel, by subjecting ethylene to a large amount of pressure.
Working with ethylene at high pressures, British chemists Eric Fawcett and Reginald Gibson
created a solid form of polyethylene in 1935. Its rst commercial application came during World
War II, when the British used it to insulate radar cables. In 1953, Karl Ziegler of the Kaiser
Wilhelm Institute (renamed the Max Planck Institute) and Erhard Holzkamp invented high-
density polyethylene (HDPE). The process included the use of catalysts and low pressure, which
is the basis for the formulation of many varieties of polyethylene compounds. Two years later,
in 1955, HDPE was produced as pipe. For his successful invention of HDPE, Ziegler was
awarded the 1963 Nobel Prize for Chemistry.
3.5 RAW MATERIALS OF HDPE PIPES:
• HD Polyethylene (Plastic Granules)
• Master Batch (Plastic Granules)
3.6 Basic Characteristics of HDPE
HDPE is an opaque white waxy material with a specific gravity of 0.941 - 0.960, which is lighter
than water. It is soft and ductile, but it is slightly harder than LDPE and can be elongated. It is
non-toxic and tasteless.
3.7 HDPE PIPES PROCESSING
HDPE Pipe is processing through various methods like:-
Processing methods:
• Injection molding

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 • Extrusion molding
• Blow molding
• Rotary molding
• Coating
• Foaming process
• Thermoforming
• Thermal Sealing welding
• Thermal Welding

4. CONCEPT OF THE COMPANY

The company NARAYANI MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA has its
bright past & future to expand its territory as well as to increase its selling throughout the whole
Nepal & India. Its marketing strategy is very vital and important as compare to it's brand value.
The company always takes some advanced and smooth decision to increase its selling capacity
through "marketing strategy of HDPE Pipes". That why the choose some online advertisement
to endorse their product named. The also invest a huge amount of capital in different areas to
improve the selling. They also conduct some social activities in order to make popular their
products among the common people. I also think this marketing strategy helps them a lot till
now. This strategy of this company is very popular & worth taking. So, I consider as my topic.

5.MARKETING STRATEGY
According to "Prof. Stanton", A strategy is a broad plan of action by which an organization
intends to reach its objective.
According to "David W. Cravens", Strategic marketing is a process of strategically analyzing
environmental, competitive and business factors affecting business units and forecasting future
trends in business areas of interest to the enterprise. Participating in setting objectives and
formulating corporate and business unit strategy - selecting target market strategies for the
product markets in each business unit, establishing marketing objectives and developing
implementing and managing program positioning strategies for meeting target market need.

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5.1 MARKETING DECISION IN A COMPETITIVE SETTING:-
Marketing decision in a competitive setting are influenced by the following factors:-

• THE PRODUCT: - Whether the marketer is an invertor or a follower to market his

product successfully, he must be careful about the competitor's timings of actions. By
the actions of the competitors many products have slipped below the status and
disappeared.
• DISTRIBUTION (MARKETING CHANNELS):- A successful product must reach
the central buying places. It must follow the customary channel. The concern should
offer a better product, a lower price, a more effective promotional programme or some
other combination of other factors.
• PHYSICAL DISTRIBUTION:- Marketers want to have the right resource at the right
place and at the right time. They care for reasonable costs. As competitors' actions and
operations influence physical distribution decisions, the marketing manager must try to
send his goods at the required place at the time when needed.
• PROMOTION:- The methods applied by the marketer to stimulate market demand are
very important. He should spend sufficient amount on advertising giving the knowledge
of qualities of his product and a comparison with competitors' products in the market.
• PRICE:- The price must coincide with the customer's evaluation of the items. Superior
quality brands may be marketed to defeat the competitors. Marketers use aggressive
market strategies when they use the other means of controllable.

5.2 PREPARING OVERALL MARKETING STRATEGY:-

In order to achieve careful integration of all dimensions of the marketing efforts, the marketers
should determine whether or not the combination of inputs going into the overall marketing
strategy is optimal. It involves evaluating of the possible inputs to the overall marketing strategy
in terms of the likely outputs. The marketer should make selections from the various inputs in
such a way that the combination is the best he can devise for achieving the desired outputs.

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6. OBJECTIVES OF THE STUDY
To study overall marketing strategy adopted by NARAYANI MICRO PIPE UDHYOG PVT.
LTD. KALAIYA, BARA.
• To study various new marketing techniques available in the field of plastic industries.
• To study various allied marketing management strategies adopted by NARAYANI
MICRO PIPE UDHYOG PVT. LTD. KALAIYA, BARA.
• To evaluate the impact of globalization on marketing strategies of NARAYANI MICRO
PIPE UDHYOG PVT. LTD. KALAIYA, BARA.
7. OVERVIEW ABOUT THE COMPANY
As per the market requirement they are not the single brand in the market who produce such
kind of product. So, they adopt some secret and advanced strategy which makes them so
innovative. They invest very huge amount in advertising in order to endorse their product it may
be through static, electronic media, plamplet. They open some exclusive outlet of their
respective product in order to make them popular among all. They has huge tie ups with some
large brands which works for them so effectively.
• HDPE pipes
• Plastics pipes.
8. IMPORTANCE OF THE STUDY
Today's marketing environment is characterized by globalization, technological changes and
strong competition. Successful marketers are those who deliver what customers are willing to
purchase as well as according to their ability to purchase. Most marketers are facing the problem
of not getting target market share over stocking competition. Different type of quality product
with large number of alternative brands is available in Nepalese HDPE Pipes Markets. In this
situation success of its products. So it will be provided us to know about consumers required
quality, choice, preference and loyalty attitude image of certain products & consumption
behavior.
9. REVIEW OF LITERATURE
9.1 Introduction:-
A critical review of literature helps the researcher to develop a through understanding and
insight into research works that relates to the study the researcher has pursued it is also way to

9
avoid investigation problems that have been already been definitely answered. Review of
Literature occupies an important role as it tries other research in the area of the problem has
already been done. So far no research work has been conducted on this specific topic.
9.2Conceptual Framework
9.2.1 The market
A market may be defined as a place where buyers and sellers meet, product or services are
offered for sales, and transfers of ownership occur. A market may also be defined as the emands
made by a certain group of potential buyers satisfy money to spend, and the willingness to spend
it. Thus in the market demand for any given product or service organization with wants their
purchasing power and their buying behavior.
A market is people or organization:

Needs to satisfy
With
Money to spend

Willingness to spend if

Figure - 1
"A Market consists of all the potential customers sharing a particular need or want that might
be willing and able to engage in exchange to satisfy that need or want."1 A market represents
the aggregate demands of the buyers and potential buyers for a product or services over a
specific period of time."2
Market is a group of individuals or organizations who may the goods offered for sale and who
meet these three additional criteria.
a) Member of a Market must have the purchasing power to be able to the product being
offered.
b) Market members must be willing to spend their money or exchange other resources to
obtain the product.
c) Market member must have the authority to make such expenditures.

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9.2.2 Marketing
"The term marketing has a number of usages in economy theory and in business in general."
Marketing is a total system of business activities designed is to plan, price, promote and
distribute want satisfying product, services and ideas to target markets in order to achieve
organizational objectives.3
"Marketing is a social and managerial process by which individuals and group obtains what they
need and want through creating offering, and exchanging products of value with other."4
"Marketing is the process of planning and executing the conception pricing promotion and
distribution of ideas, goods and services to create exchange that satisfying individual and
organizational objectives".5
1. Philip Kotler, Marketing Management Practice Hall Ninth Edition, PP-13
2. Victor P., Bluell, Marketing Management, PP-18
3. William J. Stanton & Charles Futrell
4. Philip Kotler
5. American Marketing Organization
"Marketing is the performance of anticipating customer or client needs and directing a flow of
need-satisfying goods and services from producer to customer as client."6

Marketing programmer plays a crucial role in the physical distribution of any product. Therefore
each and every firm should have marketing system for channel the product to the market, to
satisfy customer needs and wants. Sometimes they have to face the marketing problems of
capturing the marketing and creating goodwill.
The marketing process establishes forward linkage for agricultural activities, that is, it provides
economic rewards for the production process. It includes not only storage and transportation
activities of the middleman but also encompasses all activities linking consumer and the
producer."7

Different authority defines marketing in different ways. A more modern definition in tune with
greatly expanded productive capacity might emphasize the adoption of production facilities to
the market, Specifically marketing might be defined as the response of businessmen to consumer

11
demand through adjustment" in production capacities. Adjusting production, accounting,
financing and marketing in the light of changing needs of consumers who are affluent enough
to have varied buying choices.
"Marketing is concern with regular label, timing and character of demand for one more products
of an organization‘
"Marketing is the anticipation, stimulation, facilitation, regulation and satisfaction, people, place
and ideas through the exchange process.”8
In light of above definitions, it can be concluded that marketing is a process of delivering goods
and services produced to satisfy the needs of consumers to the consumers in an effective way
14 MC Carthy & William D. Perreault
14 K.D. Koirala M.K. Publishers 1992, PP-11
14 Mac Millam Dictionary of Modern Economics Fourth Edition, PP-117
so that the objectives of the producers by making it possible to sell their produces are fulfilled.
Marketing thus satisfies the objectives of the producers by making it possible to sell their
products on the market in one hand and on the other hand helps consumers to get to the
maximum of satisfaction by providing goods and services for their consumption. In the modern
marketing area every marketers should understand the consumer's needs.
Successful marketing understand consumer taste, quality and choice. If there is no satisfaction
of consumers that product doesn't give result for consumers' satisfaction, the product that is
available easily and everywhere than customer attract in that product easily.
9.2.3 Marketing System
The term marketing system consists of two separate words "Marketing “and “System”.
Marketing is a human activity directed at satisfying needs and wants through exchange
processes. On the other the term" System” means regularly interacting group of activities
forming a unified whole. In other words, System means systematic or regular flow of anything
directed at fulfilling basic goals. Marketing system deals with the smooth functioning of the
marketing activities far the fulfillment of the consumer needs and wants. If a marketer fails to
do so, then one must know that there is something wrong with the marketing organization. And
in the situation no marketer can work successfully. So the manager must be able to analyze the
marketing system in systematic manner.”9

12
 9 Wroe Alderson, Marketing Behavior and Executive Action, Home Wood, Richard D. Irwin
1957, PP-42
"Marketing is a total system of business activities designed to plan price, promote and distribute
want satisfying products to target market to achieve organizational objectives."10
The concept of marketing system is given by the system approach to marketing based upon the
work of brilliantly. Marketing system is related with those business activities which are related
with customer's needs & wants. A system is a set of units with relationships among them.
9.2.4 Marketing Environment
The marketing environment consists of external forces that directly or indirectly influence an
organizations acquisition of inputs and generation of outputs. Examples of inputs include skilled
personnel, financial resources, raw materials and information. The output should be
information, package, goods services or ideas. “The marketing environment as consisting of six
categories of forces; Political, Legal, Economic, Socio-Cultural, Demographic, Technological
and Natural."11 In this sense marketing environment lays upon limits or constraints on the firm's
marketing activities, such as marketing information system, marketing planning system,
implementation system, Control system, production activities, pricing promotion placing etc."
"The effect of marketing environment cannot be measured in term of expectation, assumptions
and predictions but in terms of goal achievements. That's why investing a huge amount of time,
money, energy etc has become a new life style of almost all marketing enterprises. The key to
marketing success lies more now than ever on knowing what a firm is, what it is in the
competitive environment and who its competitors are."12 Marketing is an outside organization
10 Stanton Etjel and Walker (Fatha Bahadur K.C.)
11 Fatta Bahadur K.C., Marketing Management, PP-53
12 Pride & Ferrell, “Marketing Concept in Strategy" 6th Edition, PP-41
9.2.5 Environment Scanning and Analysis
"Environmental analysis is the process of identifying and understanding emerging opportunities
and threats created by these forces.”1 A marketing managers must be able to analyze the
marketing environment in a systematic manner. The process of environmental scanning and
analysis in four steps.
a) Environmental scanning
b) Environmental monitoring
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 c) Environmental forecasting
d) Environmental assessing
In the first step we find the study of information collection from defense affecting sources and
identify the problems. Environmental monitoring provide.
Different tracks for strategy. Environmental forecasting means forecasting environmental
change. Environmental forecasting compare the problems with other or first problem & provide
develop the alterative tracks. Assessing environmental identify that the problem affected or not
for the organization.
9.2.6 Role of marketing in industrialization
Industrialization is the impetus of overall development of country. Today industrialization is
countries, which is industrialization is considered as synonymous to development. The
countries, which are industrialization, are developed too and vice versa ? many countries which
we any the most developed countries like. UK, USA, INDIA, JAPAN, CHINA etc.
Marketing plays a very significant role in acceleration the pace of industrialization which in
turn, aims at marketing the economy developed and strong. In this connection, it is significant
to note that marketing is the most important multiplier of economic development. The
development of marketing makes possible of assets and productive capacity an economy already
possesses. It mobilizes latent economic energy and finally contributes to the greatest needs that
for the rapid developing of entrepreneurs and in managers. Marketing plays important role in
the process of industrialization. The proceeds of industrial activity are passed on the society
through the process of marketing. Hence, the success or failure of business largely hinges upon
the art and science of marketing. Which is composed of explorative knowledge, tact and talent
of veteran practitioners? In the global market, the multinational companies like Sony, Hitachi,
Philips, Tata and Brila, the Bajaj India, Thai foods (wai wai), bottlers Nepal and many others
have been permeating thought the world with the help of modern marketing practices and
methods. Marketing in this sense has made the producers as well as the customers more
conscious towards comparative service, values, safety, satisfaction and convenience.

14
9.2.7 The marketing mix
"Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives
in the target market."1
The marketing mix is one of the most fundamental concepts associated with the marketing
process. It is well understood by most modern marketers
1 Philip Kotler
and is systematically applied on many industries especially those that deal with physical
products. Yet it is to assume that, because most managers have heard about it and or/use it, there
is not need to mention it again book on marketing. The sad truth is that quite often the precise
role and scope of the concept and its underlying principles are not fully appreciated by those
who tackle about it or use it. Many managers as no more than the cortical model that helps in
understanding the breath of activities encompassed by the marketing task regard it. In many
situation it is considered as no more than an aid to highlighting the fact that marketing is a much
broader concept that just ‘selling' and prompting. A brief review of the main principles can helps
to clarify its true role in the dev surrounding the marketing mix can helps to helps to clarify its
true role in the developing amid execution of an effective marketing variable which the
organization blends to achieve the marketing goal in a defined target market the marketing can
do influence the demand for its product in the target market."2
"Marketing mix is the marketing programs including product conception and developments
pricing decisions, promotion of the product, and distribution to consumers"1
As stated earlier the marketing mix represents as assembly of takes and Subtask, which
ultimately will help to satisfy the customer's requirements in such a way to enable the firm attain
its objectives in an optimum fashion. The subtle part of the concept is that different company in
the same business may opt to develop different 'mix' In fact it is this difference that may provide
one company with a competitive advantage over its competitors.
The concept of the marketing mix essentially premises that the decision marketing executive
must analyze certain market forces and certain elements
2 Me carthy, op cit
1 Peter D. Beanett
of marketing if the executive is ultimately to determine a sound “mix” of marketing. elements
which promises to be effective and profitable. The "four Ps model" of the marketing mix has
15
probably gained acceptance because of its elegance rather than its validity in all situations.
Regrettably, what has been gained in Simplicity has been sacrificed in universal
appropriateness. It is easy to find examples of marketing- programmers, which do not outset
that model is not of universal validity.
The theory underlying the four Ps is that; if one managers to achieve the fight product at the
fight price with appropriate promotion and in the right place the marketing program will be
effective successful, however one must bear in mind that each of the four ps can be broken down
info a number of sub-components.
Marketing

Product Price Promotion Place

Product Variety List Price Sales Promotion Channels
Design Discount Advertising Coverage
Allowances Sales Force Assortments
Features Payment Period Public Relation Location
Brand Name Credit Terms Direct Marketing Inventory
Packaging Transport

Sizes
Services
Warranties
Returns

"Marketing mix is one of the key concepts in modern marketing. It refers the set of variables
that the business uses to satisfy consumer needs."15 Marketing mix may be considered as
consisting of four ps product, Price, promotion and Place

PRODUCT PRICE

CONSUMER
NEEDS
PLACE PROMOTION

16
9.2.7.1 Product
The Product area is concerned with developing the right product for the largest market. This
product may involve a physical product and or some combination of services. The crux of the
matter in the product area is to develop something, with will satisfy the customers needs. Most
of the text will be concerned with tangible product, but the principles in most cases also apply
to services. It is important to keep this in mind, since the service side of our economy is glowing.
It is also
15 Agrawall Govinda Ram, "Marketing for small Business", PP-15
important to oriented people fall into these trap and neglect important opportunities for
satisfying needs in other ways. Automobile manufactured and dealers. "A product is anything
that can be offered to a market to satisfy a want or need. Product that is marketed includes
physical goods, services, persons, place, organizations and ideas.”16 "The product offered by
an organization is what the business (or an business) entity is all about. While we tend to think
of product as objects, we can see and touch the term product may be used in referring to
intangible markets and ideas as well. So product is a Y2 market's offering as perceived by the
market product mix includes decisions on product lime and mix, product, quality, variety, design
features, branding, packaging and labeling etc. It also includes important activities such as
product planning and development. 1 so we can say product is commonly accepted as one of
the most important parts of the marketing mix.
9.2.7.2 Place
A marker must consider where, when and by whom the goods and services do not flow products
to consumers automatically. They move through channels of distribution where a great deal of
marketing work is done. Channel members mayor may not handle the goods some may own
them and transfer title, while other do neither. Some may provide return and repair services,
while also storing and tern sporting them and other may be primarily concerned with
transmitting money and intimation. In other words, a number of things flow through a channel,
besides goods, in both ways. So a product is not much good to a customer, if it is not available
when and where he wants it.
"Place or distribution mix includes design of the distribution channels, distribution network,
dealer, promotion and motivation." System and physical
16 Kotler, op cit pp-430
17
 2 Buell, op cit pp-23
distribution of the product any sequence of marketing institutions from producer to find user or
consumer is called channels and so our study of place will be very important to even though
marketing intermediaries are primary a non-controllable environmental factor, a marketing
executive has considerable latitude when marketing with them. Management's responsibility is;
a) To select and manage the trade channels through which the products will reach the right
market at the right time.
b) To develop a distribution system for physical handling products and them transporting
them through the appropriate channels.
9.2.7.3 Promotion
Promotion is one of the most important variables of marketing mix. A great promotion policy
& it's implementation is very necessary for successful market. The marketing manager's job is
to tell target customers that the right product is available at the right place at the right price.
"Promotion is the ingredient used to inform and persuade the market regarding a company's
product. Advertising personal selling & sales promotion are the major promotional methods
include personal selling, mass selling and sales promotion, personal selling involves direct face
to face relationships between sellers and potential customers.
Mass selling is designed to communicate with numbers if customers at the same time.
Advertising is the main form of mass selling but it also involves publicity. Sales promotion
refers to specific activities that complement personal and mass selling such as point of purchase
displays booklets, leaflets, and directs mailings." Companies face the task of distributing the
total promotion budget over the five promotional tools advertising, sales promotion, public
relations and publicity, sales force and direct marketing. Within the same industry, companies
can differ promotional budget. It is possible to achieve a given sales level with varying
promotional mixes" "It is the variable that communicates to the consumer about other variable
of marketing mix for their need satisfaction. It consists of advertising, publicity, personal selling
and sales promotion."

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9.2.7.4 Price
Price is also one of the important part of the marketing mix. A marketing manager must be
decide on the right price. In selling the price, he must consider the nature of competition in this
target market as well as the existing practices on markups, discounts and terms of sale. He also
must consider legal restrictions affecting prices. “Price mix includes such as analysis of
companies prices, formulations of pricing objective, setting the price, determining terms and
conditions of sales, discounts and commissions etc." In pricing management must determine the
right base price for its products. It must them decide on strategies concerning discounts, freight
payments and many other price related variable.”17 In economic theory, we learn that price
value and utility are related concepts. Utility is the attribute of an item that makes it capable of
satisfying human wants. Value is the quantitative measure of the worth of product to attract
other products in exchange. Price is value expressed in terms if dollars and cents or other
monetary medium of exchange. In pricing, we must consider more than the physical product
alone. A seller usually is pricing a combination of the physical product and several services and
want. Satisfying benefits. Price is the value places on goods and services. Price is tile amount
of money and/or product that is needed to require some combination of another product and its
accompanying services. "It is the variables that create sales revenue consumers pay prices to
buy products for their need satisfaction. It may be fixed on the basis of cost, demand or
competition. It may involve discounts, allowances, credit facilities etc.
17 Stanton Op Cit, PP-56
Price has become the second most important variables of marketing mix because of inflationary
pressures in recent years,"

9.2.8 Marketing Strategy

"A strategy is a broad plan of action by which an organization intends to reach its objective".18
"Strategic marketing is a process of strategically analyzing environmental, competitive and
business factors affecting business units and forecasting future trends in business areas of
interest to the enterprise. Participating in setting objectives and formulating corporate and
business unit strategy - selecting target market strategies for the product markets in each

19
business unit, establishing marketing objectives and developing implementing and managing
program positioning strategies for meeting target market need" 19
1. Marketing strategies is both unique and common place. That might sound like a
contradiction of term but it is not. The term “strategy" is widely used to describe a seemingly
endless number of marketing activities, today, everything in marketing seems to be "strategic".
There is strategic pricing, strategic market entry, strategic advertising and may be even strategic
strategy. The glut of competition has focused more attention on performing the traditional
marketing action strategically with an eye towards beating the competition. In that sense,
marketing strategy is common place. In recent years it seems to have been appended to neatly
every marketing action. Marketing strategy is also unique. There is not one unified definition
upon which marketers agree. Marketing strategy is a commonly used term, but no one is really
sure what means is. "A strategic sector is one in which you can obtain a competitive advantage
and exploit strategic sectors are the key to strategy because each sector's frame of reference is
competition.
18 Prof. Stanton
19 David W. Cravens

The largest competitor in an industry can be unprofitable if the individual strategic sectors are
dominated by smaller competitors."20 Boyd and Larreche (1978) had found in the history of
marketing strategy that tremendous confusion over just what strategy is the term “strategy” as
used in marketing has been applied to at least three types of issues each at a different level of
aggregation. At the macro level there are marketing strategies, which focus on manipulations of
the marketing mix variables-product, price, place, and promotion. According to that definition
setting a strategy for a product consists of selecting a price for a product, designing an
advertising campaign, and then deciding on a plan of distribution. Finally, there are product
market entry strategies, which include strategies that, look at specific marketing decisions.
Strategies that call for a firm to built market share harvest profit (and share) or defend share
from competitor. Another widely used definition of strategy in marketing emphasizes the
broader perspective of strategy in management. The definition views strategic market planning
as a four step process.

20
 a) Defining the business
b) Setting a mission
c) Selecting functional plans for marketing
d) Budgeting for those plans, (A bell and Hammond (1978). In that sense, marketing
strategy is more akin to corporate strategy".21
The major component of the strategic planning is strategic marketing. Its main objective is to
establish the product/market scope of a business. Strategic and marketing is the method that
concentrates on the market to serve, the competition
20 Subhash Jain the Evolution of Strategic Marketing. PP-81
21 Schnaars Steven P. Marketing Strategy PP-18
to be tackled and the timing of market entry\ exit and related moves. Formally, strategic
marketing deals with the following questions.
a) Where to complete.
b) How to complete?
c) When to complete?
Strategic markrting helps to define the market in entering and completing. That maybe either an
entire market or one or more segments of the entire markets.
9.2.8.1 Product Strategy
Product strategy is a high-level plan that guides the development, positioning, and growth of a
product to achieve business goals and satisfy customer needs. It aligns the product's vision with
company objectives and helps teams prioritize efforts, focusing on core aspects such as target
audience, unique value proposition, and competitive differentiation. A successful product
strategy includes a clear vision and specific goals, a defined target market, a compelling value
proposition, and a plan for bringing the product to market. Additionally, it lays out the roadmap
with milestones for development and sets the key metrics to gauge success. By providing this
structured approach, product strategy ensures the product's development and growth are aligned
with both business outcomes and customer value. So we can say that product decision is not
only an important decision in the marketing but also a most challenging task for the marketers.
In the competitive markets the marketer must be able to study each and every aspects of the
product including product life cycle, new product development product mix and product line,
product positioning, branding and packaging etc."22
21
"Product is what marketers offer to consumers. They include goods, service, Ideas and any other
things that can be exchanged by a supplier and a buyer or consumer. The term product concept
refers to the marketing strategist's selection and blending of a product's primary characteristics
and auxiliary dimensions into a basic idea or concept emphasizing a particular set of consumer
benefits." Product strategy is the core of strategic planning for the enterprise and it plays a
pivotal role in shaping marketing strategy. Management's strategic decisions about the product
to be offered are among.
The most important of those affecting the future of a company. No other strategic decision has
such widespread impact cutting across every functional area and affecting all level of an
organization. A product strategy consists of:-
a. Decision how to position a business unit's product offering (specific product line or mix) to
serve its target market.
b. Setting strategic objectives for the product offering.
c. Selecting a branding strategy.
22 Zikmund and Amico. Marketing. PP-213
d. Developing and implementing a management strategy for new and existing products."23 "The
channel and physical distribution programmer are developed to deliver right product the right
place at the right time at the lower cost” 24 “Effective control of distribution costs can give an
organization an advantage, if the organization cannot control distribution costs profit will be
impaired in the short run and survival may be threatened in the long run." 25 Distribution is
concerned with the activities involved in transferring goods from producers to final buyers and
users. It includes not only physical activities, such as transporting and storing goods but also the
legal promotional and financial activities performed in the course of transferring ownership.
Since a succession of enterprise is generally involved in the distribution process leading to the
final sale to the user to understand distribution one must analyze both the different kind of
marketing institutions and the marketing channels in which they operate.
The means of distribution have a very important effect upon the price of goods and a single
means is not enough due to the geographical diversity where there is single system this has led
to the rise in the price of commodities on the one hand and the non-availability of them in time,
on the other hand. These problem have.26
23 David W Crevens Strategic Management
22
 24 Burr W Hupp, "Inventory Policy is a top mgnt Responsibility in Donald L. Buwersox (ed) Reading in
Physical Distribution Management New York, Mac Milan Company 1969, PP-179"
25 Ronald J. Lewis "Strengthening control of Physical Distribution Cost" Ibid PP-316
26 Burr W. Hupp, "Inventory policy is a Top Mgmt Responsibility" in Donald L, Buwersoxed Reading in
Physical Distribution Management. New York, Macmillan Company. 1969 PP-179
9.2.8.2 Distribution Strategy
Distribution play as vital functional role in marketing. A manager should give due attention
towards its better functioning because without it effective and efficient management the whole
marketing system may collapse. A producer should decide new many middlemen he should seek
at each level of distribution. He will determine the numbers of retailers, wholesalers, agents and
so on. Simply, distribution is the delivery of the products to the right time, place and consumer.
It is not a single element but it is a mixed of various to consolidate functions, such as channel
of distribution, transportation, warehousing and inventory controls etc.
About this, we will study famous some marketing writer, “Distribution may be defined as an
operation or a series of operation which physically bring the goods manufactures or produced
by any particular manufactures in to the hands of the final consumer of users."27. "Distribution
channels are major factors in the effective development of the market share, internationally to
maintain quality and ensure services, direct distribution is also undertaken by many
manufactures. Also, the use of multiple channels will expand and include Tele-marketing, direct
response marketing, mail order and computer assisted buying."28,27
Marketing program setting the specific objectives to be accomplished by price and establishing
policies and structure for guiding pricing decision."
27 Rustam S. Daver, Modern Marketing Management. Bombay progressive corporation p 2td. Pp -40
28 William Lazer, et al. Marketing 2000 and Beyond, Chicago. American Marketing Association. 1990 pp-164
9.2.8.3 Pricing strategy
We know that price is one of the four major elements that the marketing manager must consider
while preparing the marketing program. In general price is value or amount of money sacrificed
to obtain a particular product or service. Price may also be defined as the exchange of something
of value between parties involved in a transaction. In economic sense, price is value expressed
in terms of rupees or dollars, or any other monetary medium of exchange.

23
In marketing, price is regarded as backbone on which the success of the marketing program
largely depends. No rational product policy, no product design and no marketing strategy cannot
be formulated without consideration of price, nor is price set in isolation of the total strategy.
Since price decisions affect not only the firm's sales and profit but also determines its future
prospects, they must be taken into account seriously.
Price is based on systematic decisions to assign a value to communication the seller's estimated
worth of the offering.
In broader sense, price settings involve of the exchange to all parties involved in the transaction.
We define a price strategy as “deciding how to position price within the range of feasible price,
establishing whether price shall be used as an active or passive element in the pointed to the
necessity of a new management in the means of distribution which specially considers the
factors like the nature of the commodity the behavior of the customers, effectiveness of time,
education and social values. Most producers do not sell their product directly to the final
consumers. That is why they use a variety of intermediaries.
Channels are the medium for taking the goods and services to ultimate buyers. These
organization and agencies are grouped together in various combinations linking particular
producing units through the channels distribution. Distribution channels are among the most
complete and challenging function of decision making facing a firm in modern business
organization.
"In today's economy most of the producer of goods and services do not sell their foods directly
to the final users between them and the final users stands a host of marketing intermediaries
performing in a variety of functions and bearing a variety of names. Some middlemen such as
wholesalers and retailer buy take title to and re-sell the merchandise. They are called merchant
middlemen other such as brokers, manufacturers and may negotiate on behalf of the producer
but do not take title to the goods. They are agent middlemen."29
A channel of distribution shall be considered to comprise a set of institutions, which perform all
of the activities utilized to move a product and its title from production to consumption
(Bucklin).

24
Channels of distributions is an organized network of agencies and institutions which in
combination, perform all the activities required to link producers with users and users with
producers to accomplish the marketing task. (Craven, Hills & Woodruff)
These intermediaries or channels of distribution tend to be used for several reasons,
a) The number of sellers, buyers and the distance of product movement are relatively large.
b) The frequency of purchase is high.
29 Kotler Op. Cit PP-175
c) The lot sizes needed by end users are small.
d) Markets are decentralized.
Channel structure
There are three levels of marketing channels.
a) Direct channels.
b) Indirect channels.
c) Mixed channels
Under direct channel, producer himself distributes goods and services to the end users. No
intermediaries are used in this case.
Under indirect channel, several intermediaries such as wholesalers, retailers, dealers, agent etc.
are used to supply goods and services from production point to the consumption point. Under
mixed channel, producer uses both direct as well as indirect channels at the same time for the
purpose.
It is necessary to understand that the intermediaries or middlemen can be divided into two
categories,
a) Merchant middlemen
b) Agents
Merchant middlemen purchase outright and actually take title to the goods. In this categories
include wholesalers, retailers etc.
Agent acts in an agency capacity on clients and does not take title to the goods which they deal.
They usually charge certain commission in tens of percentage or lump sum.

25
Physical Distribution
"Physical distribution management as the process of strategically managing the movement and
storage of materials, parts, and finished inventory from supplies between enterprise facilities
and to customers"1 "Physical distribution as the
11 Kotter, op cit pp-433
activities concerned with the movement of the right amount of the right products to the right
place of the right time.30
Physical distribution is concerned to the management of physical flow of the goods from the
points of suppliers to the points of purchases. It's main objective is getting the right product
safely to the right places at the right time at least possible cost. We can know about its objective
in pointly:-
i. To provide customer service
ii. To distribute goods more cost
iii. To minimize the total cost
iv. To supply goods to the right target market function of physical distribution.
A physical distribution system consists of a sell interrelated functions with specific boundaries.
The interrelated function include the following element:-
a. Transportation
b. Warehousing
c. Inventory management and control
d. Order processing
e. Material Handling
Transportation is the elements of the physical distribution system that links geographically
separated markets and facilities. There are five models of transportation:-
a. Rail transport
b. Highway transport
c. Water transport
d. Pipe-line transport
e. Air transport
30 Stanton op cit pp-379

26
Warehousing decision determines the number, size and location of storage facilities needed to
services customers demand.
Developing effective warehousing strategies includes the decision regarding the following
elements:-
a) Location of warehouse
b) Determine the type of warehousing i.e private or public warehousing
c) Evaluate development in warehousing.
Inventory decision are concerned with balancing the costs of carrying inventory, ordering
products from supplies and controlling other inventory costs to achieve a desired level of
consumer satisfaction, inventory accumulation is expensive, yet availability is essential to
having satisfied customers.
Order processing constitutes the communication linkage that stimulates a physical distribution
system into action. In other words, order processing regards to all those activities involved in
collection, checking and transmitting sales-order information. It is the handing of all paper work
associate with the sale of goods and services offered by an organization.
Material handling, also called the physical handing of goods, is an activity that is important in
inventory warehousing and transportation. The characteristics of a product to large extent how
it will be handled.
9.2.8.4Promotional Strategy
Promotional Strategy is also one of the most important marketing strategies. There are various
types of promotions. These include advertising, personal selling, sales promotion and various
miscellaneous efforts. When management has a message to pass to target consumer's promotion
is the proper vehicle. "Like other marketing tools, both business and non business organizations
use promotion. The state of Louisiana has been promotion family planning since 1965"1
"Promotion can be used to improve the image of police work as a career” 2 A company needs
to make marketing decisions offering, pricing and distribution but also in the area of promotion.
"Promotion is any marketing effort whose function is to inform or persuade actual or potential
consumers about the merits of a (given) product or service for the purpose of including a
consumer either to continue or to start purchasing the firm's product or service at some (given)
price."3 Promotion is persuasive communication. It is a highly visible element in the marketing

27
mix. It sells the target in customers about product, price and place. It is also known as marketing
communication.
"Promotion is applied communication used by marketers to exchange persuasive messages and
information between buyers and sellers."
"Promotion represents the various communications to inform and persuade people that a firm
directs towards its market targets, channel organizations and the public at large. These
communications consists of adverting, personal selling and sales promotion activities.
Increasingly marketing management is finding it profitable to combine advertising, personal
selling packaging, point of purchase, direct mail product sampling, publicity and public relations
decisions into an integrated promotion strengths and short coming, the strategy adopted should
capitalize upon the advantages of every component in shaping a cost effective communications
mix".
Sales Promotion:-
"Those marketing activities, other than personal selling, advertising and publicity that stimulate
consumer purchasing and dealer effectiveness, Such as displays, shows and expositions,
demonstrations, and various no recurrent selling efforts not in the ordinary routine." 7 sales
promotion activities are impersonal and usually nonrecurring, and are directed to ultimate
consumers, industrial consumers and middlemen. These activities tend to supplement the
advertising and personal selling efforts. Examples of sales promotion are free product samples,
trading stamps, store displays, premiums, coupons and trade shows.
1 Adel L. El-Ansary and Oscar E. Kramer.,"Social marketing: The family planning Experience." Journal of
marketing pp-37
2 Richard W. Hansen et, al "An Application of Marketing concepts in the public sector: A case study." 1974
3 Combine proceeding American Marketing Association (Chicago: American Marketing Association) pp-252
"Sales promotion can be defined as those promotional activities other than personal selling,
advertising and publicity that are intended to stimulate buyer purchases of leader effectiveness
in a specific time period"8
7. Committee on Definitions, American Marketing Association, Marketing Definition: A
Glossary of Marketing, 1960 pp-20
8. Zikmund and d' Amico. Op cit pp-477

28
Publicity
"Publicity is a means of promoting to the mass market. Publicity is similar to advertising, except
that it is free, is found in the editorial portion of news media and pertains to newsworthy events.
The most common types of publicity are new it involves an unpaid and unsigned message, even
though it may us the same mass media as advertising does"2
Public Relations:-
"Marketing engages in public relations in order to develop a favorable image of their
organizations and products in the eyes of the public, they direct this activity to parties other than
target consumers. These 'other' include the public at large union, the press, and environmentalist
groups. Public relations activities include sponsoring floats in parades, lobbying and using
promotion messages to persuade members of the public to take a desired position.3
1. Rollie Eiliman and C.A Kirkpatrick promotion: Persuasive communication in Marketing, Homewood III:
Richard D Irwin Inc 1968 pp-365
2. Zikmund and Amico Op cit pp-476
3. Robin Peterson Marketing a Contemporary Introduction, pp-443

Promotion Strategies:
Push and Pull Strategies
In puss strategies, the promotion program is directed at middlemen. The product is "pushed"
through the channel. The channel members are persuaded to order, carry and promote product
to consumers. The manufacturer promotes to wholesaler, the wholesaler promotes to retailer,
the emphasized in push strategy. This strategy is useful where brand loyalty is low and market
share is to be protected. In pull strategy, the promotion program is directed at customers. The
consumers are persuaded to ask to the product from the retailer, the retailers ask the product
from the wholesalers and the wholesalers order the product from the manufactures. The product
is "pulled through the channel to increase sales. Aggressive advertising and consumer promotion
is emphasized in pull strategy is useful where brand loyalty is high.

29
9.2.9 Status
As our research is concerned with the status of HDPE PIPES, it is very relevant to make some
assessment as to the "identifying the target audience" (as it is called in the language of
marketing). For this purpose we are going to present some analysis of status (images) as a review
of literature in the concerned field of study, as follows:
9.2.9.1 Status Analysis
Status is the set of beliefs, ideas, impressions and person holds as to an object i.e. a product in
the marketing sense. People's attitudes and action towards and object are highly conditioned by
that object's status.
9.2.9.1.1 Product and service status
The status that a product or service has in the mind of the costumer that is it's positioning is
probably more important to its ultimate success than are its actual characteristics. Marketers try
to position their brand so that they are perceived by the consumer as fitting into a distinctive
niche in the market place, a niche occupied by no other claim will fulfil the consumer's needs
better than completing brands. They strive to create a product image consistent with the relevant
self-status of the targeted consumer segment.
9.2.9.1.2 Positioning Strategies
Positioning strategies is the essence of the marketing mix. It complements the company's
segmentation strategies and selection of target markets. Positioning conveys the concept, or
meaning, or the product or service in terms of how it fulfills a consumer needs. Different
consumer meanings (i.e. product status) are it fulfills a consumer needs different consumer
meanings (i.e. product status) are sometimes assigned to the same product or service. Thus, a
product or service can be positioned differently to different market segments, or can be
repositioned to the same audience without actually being physically changed.
9.2.9.1.3 Repositioning Strategies
Regardless of how well positioned a product appears to be the marketer may be forced to
reposition it in response to market event, such as a competitor cutting info the brand's market
share for example, rather than trying to meet the lower prices of high-quality private label
competition some premium brand marketers have repositioned their brands to justify their
higher price, playing up brand attributes that had previously been ignored. When Revlon

30
decided to change the image of Revlon cosmetics to attract a younger, more diverse audience,
its repositioning strategy involved changing its copy appeals, changing its advertising media (to
youth oriented TV shows) and changing its distribution channels (from higher-price department
stores to lower-priced retail outlets such as drug stores and supermarkets). A similar
repositioning strategy was adapted by HDPE PIPES to target young generation. Johnson and
Johnson and also adopted same tactics.
Another reason to reposition a product or service is changing consumer preference for examples,
as consumers became aware of the dangers of intense sustaining; alert conmetic companies
began to add sunscreens to lipsticks, moisturizers and foundation creams and to promote this
new benefits as a mayor attribute, thus repositioning specific product line. They also created a
new and highly profitable product category, self-tanners that required no sun exposure whatever
when health-oriented consumers began to avoid hi-fat foods, many fast-food chains acted
swiftly to reposition their images by offering salad bars and other health oriented foods.
Kentucky fried chicken changed its well-known corporate name to KFC in order to omit the
dread word "fried" from its advertising. Weight watchers repositioned its line of frozen foods
from “dietetic” to “healthy” maintaining its diet-thin imagery while responding to a perceived
shift in consumer values.
9.2.9.2 Perceived Quality
Consumers often judge the quality of a product or service on the basic of a variety of
informational cues that they associate with the product. Some of these cues intrinsic to the
product services and other are extrinsic. Either singly or in composite, such cues provides the
basis for perceptions of product and service quality.
Cues that are intrinsic concern physical characteristics of the product it-self, such as size, color,
flavor or aroma. In some cases, consumers use physical characteristics to judge product quality
for example, consumers often judge the flavor of ice cream of cake by color cues. Even the
perceived quality of laundry detergents is affected by color cues. Far example many detergents
are traditionally colored blue, in the hopes that housewives will associate the color with "bluing"
brighten their laundry similarly 27anta of Miranda both are offered in same color signifying the
completion they have with each other.

31
Consumers like to believe that they base their evaluations of product quality on intrinsic cues,
because that enables them to justify their product decisions, (either positive or negative) as being
“rational” or “objective" product choice. More often that not, however, they physical
characteristics they use to judge quality have no intrinsic relationship to the products quality.
For example though many consumers claim they buy a brand because of its superior taste, they
are often unable to identify that brand in blind taste tests.
9.2.10 Usage Trend
Products do not sell themselves and marketeering program that insures the same of products as
intended should included a program that will guarantee the sell of products. This objectives
should include the study of usage pattern of the product i.c. that is in hand. How consumers
behave as to the consumption pattern of the product (i.c.HDPE PIPE in our cause) must be
studied. In fact the image of the product can be derived from the study of the usage pattern of
the product itself. Far this purpose the study of consumer behavior was done by the researcher
in many cases and conclusions were drawn from the answer received though questionnaires
distributed to retailers & consumers also. On the other hand if a change to be made in taste,
price or quality as a whole of the product is felt, again the study on usage pattern of the product
is needed. In our case i.c. our research on cold drink, The practical aspect of the problem is very
clear and lack of any previous research in the field him dered this detail review of literature.
And the findings as to the usage pattern will come to be implied within the status and consumer
behaviors regarding the marketing of HDPE PIPE in kalaiya. Instead, They preferred
differentiated products that they felt reflected their own special needs personalities and different
image and attitudes towards different products and as a result set particular types of usage
pattern of products in the market. To meet the needs of specific groups of consumers, most
marketers adopt a policy of "marketing segmentation," Which calls for this division of their total
potential markets into smaller, homogeneous segments for which they could design specific
products and or promotional campaigns. At the same time they also use promotional techniques
to very the image of their products so that they would be perceived as better fulfilling the specific
needs of certain target segments. This process is called nowadays as "positioning". Other
reasons for the developing interest in consumer behavior regarding usage pattern of consumers

32
include the rate of new product development, growth of the consumers movement, public policy
concerns and environmental concerns etc.
Thus the marketing objective name and such image will definitely lead to some specific pattern
of use of the products and the pattern seen and found in the existing marketing conditions also
lead back to the image and attitude also. This means usage pattern can also given feed back to
the makings regarding the image and attitudes of consumers lowers certain products.
9.3 Review of Related Studies
9.3.1 Shrestha, Rajendra Bahadur, “A study of marketing, usage pattern, Attitude and Image of
cold Drinks in Birgunj Area"
The study was undertaken in 1998 with the following objectives.
1) To examine the potential consumers in purchasing cold drinks.
2) To identify the purchases behavior of consumers who purchase cold drinks.
3) To estimate demand of cold drinks in 29anta29ndu.
4) To identify the best choice of consumers in cold drinks on the basic of selecting brands
advertising habitual testing, asking question & personal inspection,
5) To find out the popular media of advertising for the cold drink which can easily attract
the potential consumers on each company, branded cold drinks.
6) To estimate sales of cold drinks in Kathmandu.
7) To find the relationship between the brand preference and advertising.
The study has concluded that advertising is considered as the primary source of information. he
advertisement of HDPE PIPE and other branded cold drinks are founded in Kathmandu. Coca-
Cola brand is more popular than other brand. Consumer gives more preference to the brand but
less preference to quality and test. Television is the most favorite media for advertisement. The
major reason of brand switching is the taste of the products. The study has recommended that
advertising should be more believable and effective, so manufactures are suggested to advertise
their product thought television are found brand loyal. If they don't get the desired brand they
use the alternative brand. So the markets are their distribution system. It is suggested that the
manufactured of cold drinks should try to fulfill consumers demand on cold drinks of their
choice.

33
10. RESEARCH METHODOLOGY HYPOTHESIS:-
Research methodology
Research methodology describes the method and process applied in the entire aspects of the
study. Research methodology comprises of methods, tools and techniques to analyze the data
for the comparison various type of HDPE PIPE in Kalaiya and also shows the status of various
type of Pipes which individuals are preferred. The objectives of the study are to examine the
marketing usage pattern, attitude and image of HDPE PIPES in Kalaiya area. In this study the
necessary relevant primary data have been collected from the sample individuals' consumers,
hardware shops, plumbing shops and offices of water supply and sanitation to achieve the goals.
10.1Research design:-
Research design is a plan for the collection and analysis of data. It presents a series of guide
posts to enable the researcher to process in the goal. Research design is very important for the
scientific investigations. Research design gives the investigator a systematic direction to
research work. There are various approaches of research design. For our convenience this study
is based on a survey research design. A limited scale survey has been conducted among the
individuals, hardware shops and plumbing shops of HDPE PIPE in Kalaiya. The questionnaires
have been administered in order to generate data and other information relating to the research
questions adopted for this year.
10.2Population and sample :-
As the study has included 50 individuals, 20 hardware shops and plumbing shops of Pipes based
in Kalaiya. Though the sample size is very small in HDPE PIPE comparison to total population,
sufficient efforts have been made to make the sample representative by including consumers
from the different professions, age group, educational backgrounds and sex.
Organization of the study
According to the generally format, this study has been organized into five different chapter.
They are:-
Chapter-1: Introduction
Chapter-2: Results and analysis
Chapter-3: Summary and Conclusion

34
The first chapter deals with the introductions that includes backgrounds, Profile of
Industry/Place/Events etc., About the product, Concept of the company, Marketing strategy,
objectives of study, overview about the company, review of literature, importance of the study,
limitation of study. The second chapter provides data presentation, analysis of results and
findings. The third chapter show the summary and conclusions of the study. The bibliography
and appendices are presented at the end of the study report.
Hypotheses of the proposed research work are as under:-
• Rational marketing management strategies lead to increased sale of plastic products,
which in turn increases overall profitability.
• The plastic units in NARAYANI MICRO PIPE UDHYOG PVT. LTD. Is not having
sound marketing strategies for promotion of their products.
11. LIMITATIONS OF THE STUDY
The study has been predominantly based on primary information data collected through a
questionnaire survey of limited number of individuals, Water Supply office in Kalaiya, NGO,
INGO and Traders of Kalaiya. This study has been confined only to Kalaiya. So, it may not
represent to all Nepalese HDPE Pipe markets.
Review of literature
Life expectancy a birth is estimated at 58.9 years and infant mortality is 79 per 1000. Nepal's
population is growing rapidly at 2.37% a year and the population density of around 600 persons
per square kilometer of arable land is one of the highest in the word. The resulting pressure on
Nepal's limited natural resources base contributes to low productivity, poverty and denudation
of forest (Shrestha 2001 :☺.
The chapter review of literature will provide concept of market marketing, marketing system,
marketing environment, marketing mix, marketing strategy, attitude, and image and usage
pattern.
The role of marketing with regard to dissemination of information is very important for
consumer as well as producers to buy and produce goods.

35
 CHAPTER II
RESULTS AND ANALYSIS
12. DATA PRESENTATION & ANALYSIS
The data and information collected from the consumers and retailers have been presented
analyzed and interpreted in this chapter for attaining the stated objectives of the study. The
heading first presents the consumer level survey and the major findings of the study are included
at the end of this chapter.
DATA COLLECTION:-
➢ In this project I have collected both primary and secondary data. I took a sample size of
100 and I collected the opinion of the samples by giving them questionnaire forms and
came to conclusion.
➢ Secondary data was collected from company manuals & records.
DATA ANALYSIS AND INTERPRETATION
1. Do you have separate marketing department?
Yes (a) = 35% No (b) = 40% Can't Say (c) =25%

Chart Title
50
45
40
35
30
25
20
15
10
5
0

A B C

Figure-3
Interference:
In the Above figure shows that researcher having surveyed that out of 100 member 30% says
yes(a),45% says No(b) & rest of 25% can't give their view.
36
2. Are you satisfied with the supply facility of Plastics with regard to final delivery?
Yes(a) = 40% No(b)=20% Can't Say(c)=40%

A B C

40% 40%

20%

Figure-4

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 40% says
yes(a), 20% says No(b) & rest of 40% can't give their view.

37
3. Do you have brand name?
Yes (a)= 20% No (b)= 40% Can't Say(c)=40%

45

40

35

30

25

20

15

10

A B C

Figure-5

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 20% says
yes (a), b 40% says No (b) & rest of 40% can't give their view(c).

38
4. Are you satisfy with the quality of the product?
Strongly satisfied (a)-50% Satisfied (b)=20%
Not satisfied(c)=10% Can't say(d) =10%

60

50

40

30

20

10

A B C D

Figure-6

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 50% says
strongly satisfied (a), 20% satisfied (b), 10% not satisfied (c) 10% can't give their view(d).

39
5. Do you promote your Brand?
Yes (a) = 32% No (b) =28% Can't say (c) = 40%

45

40

35

30

25

20

15

10

A B C

Figure-7

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 32% says
yes (a), 28% says No (b) & rest of 40% can't give their view(c).

40
6. Have you prepared marketing strategy for your product?
Yes (a) = 40% No (b) = 30% Can't say (c) = 30%

45

40

35

30

25

20

15

10

A B C

Figure-8

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 40% says
yes(a),30% says No(b) & rest of 30% can't give their view(c).

41
7. Do you think your existing marketing strategy is best and gives maximum results?
Yes(a)=50% `No(b)=30% Don't Know(c)=20%

20

50

30

A B C

Figure-9

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 50% says
yes(a),30% says No(b) & rest of 20% don't give their view(c).

42
8. What changes you want us to work on?
Packaging (a)=10% Price (b) =10%
Quality(c)=70% Advertising (d)=10%

80

70

60

50

40

30

20

10

A B C D

Figure-10

Interference:-
In the Above figure shows that researcher having surveyed; out of 100 member 10% says
Packaging (a), 10% Price (b), 70% Quality (c) 10% Advertising (d).

43
9. How you get order for your products?
Direct sale at factory Gate (a)=60% Indirect sale through channels (b)=20%
Direct sale through sales executives (c)=10% Online and Telemarketing (d)=10%

70

60

50

40

30

20

10

A B C D

Figure-11

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 60% says
Direct sale at factory Gate (a), 20% Indirect sale through channels (b), 10% Direct sale through
sales executives (c) 10% Online and Telemarketing (d).

44
10. How do you advertise?
Through word of mouth(a)=50% Through print media(b)=10%
Through internet (email)(c)=20% Through electronic media(d)=10%
Bill boards(e)=10%

50
45
40
35
30
25
20
15
10
5
0

A B C D E

Figure-12

Interference:-
In the Above figure shows that researcher having surveyed that out of 100 member 50% says
Through word of mouth (a),10% Through print media (b), 20% Through internet (email) (c),
10% Through electronic media (d), 10% Bill boards(e).

45
13. FINDINGS:-
Its positive aspect
• Less price of HDPE pipes
• Easily available in market
• Brand value of company
• Huge production of output
• Efficient manpower to perform a work
• Modern technology used in production
Its negative aspect
• No variety in product
• Selected customer

46
 CHAPTER-III
SUMMARY AND CONCLUSION
14.1SUMMARY & CONCLUSION
The Small scale Plastic Processing Units in NARAYANI MICRO PIPE UDHYOG P. LTD. has
been moving through critical state. Instead of "survival to the fittest” maximum entrepreneurs
believes in "Cheapest is the best" which badly affects on their business operation and promotion
activities. The successful and efficient implementation of marketing management strategies is
the optimum solution for overcoming the problem of survival and existence. However, even
though the small scale plastics processing units are affected and effected by globalization, still
they proves their flexibility to operate the business in adverse scenario and work together and
identifies themselves as a market leader in pipes in Kalaiya.
In recent days, there has been a rapid increase in the number of industries in Nepal and they are
developing with equal strength. Every year new field of industrial important are being
discovered. Consequently, the number units at different type of industries is also increasing in
the country. All these have introduce a keen competition in the Nepalese market today, a product
not only need quality enhancement, but also better promotion and presentation in the market.
The product should be presented at right time at suitable place with good brand promotion label
and package. Every product need to meet the need and satisfaction of consumers so get success
in the market.
Marketing always plays a very significant role in accelerating the pace of industrialization which
is essentially important in making an economy developed and strong obviously marketing is the
most significant multiplier of economic development. The developing of marketing makes
possible economic integration and the perfect utilization of whatever assets and productive
capacity that as economy has already possessed. It mobilized latent economic energy and finally
contributes to the greatest needs for the rapid development of entrepreneurs and managers.
Moreover, population density has been creating needs of water, which in turn has increased the
demand of HDPE PIPES for deep boring etc. brand sold in the Nepalese market has also
increased in recent years.

47
14.2 SUGGESTIONS
Though it is a huge manufacturing company and capture a huge market shares, still it has some
drawback..,
Drawback
• No variety in product
• Selected customer
Suggestion
• Production of more variety HDPE pipes.
• Try to improve the impression among the people.
• Try to create wide range of customer.

48
BIBLIOGRAPHY
Books
1. Adlerson, W (1957), "Marketing Behavior and Executive Action" Homewood III: Richard
D. Irwin.
2. Agrawal,, G. R.(1982) "Marketing for small business" Kritipur, CEDA .T.V
3. Agrawal, G. R.(2000) "Marketing Management in Nepal" Kathmandu, M.K publisher and
Distributor
4. Alderson, W and Green, P (1966) "Planing and problem solving in Marketing", Homewood
II, Richard D.
5. Ansary, A and Kramer, O (1973): I, "Social Marketing: The family planning experience"
Journal of marketing vol. 37 no. 3
6. Barden, N.H. and marshal, M.V.(1959), "Advertising Management" Irwin, Howewood III.
7. Buell, V.P. (1984) " Marketing Managrment" Mc Graw Hill BookCompany, USA.
8. Carvens D. W., Hills G.E. and Woodruff R.B. (1996), "Marketing Management" Richard
D. Irwin Inc. USA.
9. Committee on Definitions (1960), Chicago, American Marketing Association
10. Daver, R (1977), Bombay, Modern marketing Management progressive corportation(p) Ltd.
11. Dholakia, K.B. (1998), New Delhi, marketing management, Macmillan India Ltd.
12. Duglass, J(1978), Chicago III, Adcertising Today, Science Research associates.
13. Evans, J.R.(1982), New York, Marketing McMillan Publishing Company, Inc
14. Evans J.R.(1982), New York, Marketing' 3 edition, McMillan Publishing Company
15. Hansen, R.W.; cocanougher, A.B and Harvey, M.G., Chicago, An application of marketing
concept in the public sector Marketing Association.
16. Hupp, B.W.(1969), New York, Inventory policy is a top management responsibility
MacMillan Company.
17. Dr Joshi, S(2059 B.S), Kathmandu,Economic policy Analysis", Taleju publication
18. Kelly, E.J. and Lazal, W(1972) "Managerial Marketing" Richard D Irwin Inc.
19. Koirala, K.D.(2057), Kathmandu, Marketing and management" M.K publishers and
Distributor, Nepal

49
20. Kotler, P(1998), New Delhi, Marketing Management '9111 edition, prentice Hall of India
Pvt Ltd
21. Kotler, P(1991), New Delhi, Marketing Management; analysis planning implementation and
control
22. Kotler, P(1973), The tasks of Marketing Management" Hournal of Marketing vol 37.
23. Kotler, P(1980),Marketing Management planning analysis and control 4 editions,
Englewood cliffs, NJ prentice Hall of India
Websites
www.narayanipipe.com
www.narayaniplastic.com
www.google.com

50
 APPENDIX
Questionnaire
1. Do you have separate marketing department?
Yes(a)=30%
No(b)=45%
Can't Say(c)=25%
2. Are you satisfied with the supply facility of Plastics with regard to final delivery?
Yes(a) = 40%
No(b)=20%
Can't Say(c)=40%
3. Do you have Brand Name?
Yes (a)= 20%
No (b)=40%
Can't Say(c)=40%
4. Are you satisfy with the quality of the product?
Strongly satisfied (a)=50%
Satisfied (b) 20%
Not satisfied(c)=10%
Can't say(d)=10%
5. Do you promote your Brand?
Yes(a)=32%
No(b)=28%
Can't say(c)=40%
6. Have you prepared marketing strategy for your product?
Yes(a)=40%
No(b)=30%
Can't say(c)=30%

51
7. Do you think your existing marketing strategy is best and gives maximum results?
Yes(a)=50%
No(b)=30%
Don't Know(c)=20%
8. Are you satisfy with the quality of the product?
Strongly satisfied (a)=50%
Satisfied (b)=20%
Not satisfied(c)=10%
Can't say(d)=10%
9. How do you advertise?
Through word of mouth(a)=50%
Through print media(b)=10%
Through internet (email)(c)=20%
Through electronic media(d)=10%
Bill boards(e) 10%
10. How you get order for your products?
Direct sale at factory Gate(a)=60%
Indirect sale through channels(b)=20%
Direct sale through sales executives(c)=10%
Online and Telemarketing(d)=10%

52