TITLE OF STUDY STRATEGIC PLAN DEVELOPMENT TO IMPROVE THE BRANDED PRODUCTS OF ABHISHEK INDUSTRIES IN INDIA RATIONALE OF STUDY PAPER

INDUSTRY- INDIA Paper plays a key role in communication and as a packaging material. Demand for paper is closely linked to prevalent economic conditions. Strong economic growth boosts demand for paper and vice versa In India, the first paper mill was established in 1867. Raw materials used for the production of paper were rags and wastepaper. Commercial production of paper was started in 1882, and raw materials used were again non-wood fibres, that is, eulaliopsis binata and sacharum bengalense. Development of the fractional process of pulping bamboo at the Forest Research Institute, Dehra Dun, during 1922-24 provided an impetus to the pulp and paper industry in the country, and bamboo became the main raw material for making various grades of paper. Paper has also enjoyed a relatively strong demand due to the following factors: The lifecycle of a paper product from manufacture to consumption and disposal is short (Paper is used more in the nature of a consumption good and not as a durable). It is widely used, right from an individual to a company. There is no real low-cost substitute for paper. Like in other Asian countries, most mills in India are small. A few mills have integrated manufacturing operations, that is, the facility for manufacturing paper from pulp. Besides, players operate either in the

paper and paperboard or newsprint business. This, along with government policies, has resulted in the industry becoming highly fragmented, with a large number of companies having small capacities. While India accounts\ for nearly 15 per cent of the world population, it consumes only 1 per cent of the global paper production. The country's per capita consumption of paper at about 6 kg is very low as compared with the world average of over 50 kg. Industrial paper accounts for nearly half of paper demand The Indian paper industry is broadly categorised into writing and printing (W&P), industrial and newsprint segments. Industrial paper accounts for about 48 per cent of the total paper demand, with W&P and newsprint accounting for 30 per cent and 19 per cent, respectively. Speciality paper accounts for 3 per cent of the total demand. COMPANY PROFILE: The Trident Group is a dynamic and continuously growing group of companies creating a buoyant economic climate focused on generating economic prosperity for the stakeholders, while growing harmoniously with the community and environment. Leveraging business from an expanding product portfolio, Abhishek Industries Limited, the flagship company of the Group is one of the largest towel manufacturers of the world, one of the world's largest agro-based paper manufacturers and one of the largest yarn producers in India. Strong business ethics, excellence in business, creating a productive work environment, continuous improvement through sound corporate governance and dynamic employee engagement have been at the foundation for the continuous success of the Group. Making way in Punjab as an agro-based manufacturer in 1990, the Group has diversified and expanded multifold giving way to business based on sustainable growth. Under the dynamic leadership of Mr. Rajinder

Gupta, the CEO and MD of the Group, Trident continues to grow embracing new challenges, expanding boundaries and creating new opportunities.

OBJECTIVE: To know the dealers perception, jobbers and stationers towards our products. To identify the present demand of ABIL and competitors product. To analyse the strategies used by the competitors. To understand factors affecting demand of Copier. To identify strategies to enter into Corporates and increase the market share of our branded copier.

RESEARCH METHODOLOGY: DATA COLLECTION: Primary Data is collected through a detailed questionnaire survey taking in consideration the objectives of the study. The questionnaires are filled by our TARGET CUSTOMERS including Dealers, Jobbers, and Stationers. It had a mix of open as well as closed ended questions; measurement scales like Likert Scale, Importance Scale and Rating Scale would be used. A mix of both structured and semi-structured technique is used in primary data collection depending on the target audience. Before conducting the survey a pilot survey will also be done in Delhi which will help in making my questionnaire much better. SAMPLE UNIT: The sample unit are the Dealers, Stationery shops and Jobbers. SAMPLE ELEMENT: The sample element is the owner of the enterprise because he is the decision maker. EXTENT: The survey will be done in the following cities: New Delhi, Gurgaon and Noida. SAMPLING TECHNIQUE: The sampling element is selected using two techniques One stage Cluster sampling Convenience sampling

LIMITATION OF PROJECT: The sampling method is used in the survey is convenience and cluster sampling. Due to the limitations of these very sampling methods results may vary from actual situation. The sample unit is at times very busy. So they do not respond to questionnaire with full attention. Sampling unit at times doesnt like to share some personal information. So either they refused to respond or responded with inaccurate data. In some cases sampling unit is accompanied by someone else. So in his response there is influence of the other person. Some of the sampling units are already surveyed by our marketing team earlier. In those cases they are not ready to respond again.