CONTENTS

Sr. No. PARTICULARS Page No.

1 EXECUTIVE SUMMARY 2

2 ABOUT THE PLASTIC INDUSTRY 3

3 COMPANY PROFILE 7

4 THEORETICAL BACKGROUND OF THE STUDY 16

5 OBJECTIVE,LIMITATION, METHODOLOGY 20

6 ANALYSIS OF THE STUDY 22

7 FINDINGS OF THE STUDY 38

8 RECOMENDATION 40

9 CONCLUSION 42

10 APPENDIX 43

11 BIBLIOGRAPHY 47

1
 Executive Summary
Sintex Industry is one of the major players of plastic products in India, It is the market leader in
the manufacturing of water tanks, in the water tank segment market. At present there are many
players in the water tank market who are having there small brands of water tank, There is a
immense competition in the market especially in Gujarat,

The study of project revolves around the study of channel partners of Sintex water tank in
Ahmedabad city. The project holds great importance because for any successful operation of
business the channel structure must have no flaw and there must be a smooth flow of operation
till the product reaches the end consumer through the existing channel system,

Thus main aim of the study is to find out the factors which are affecting the existing channel
system.

2
 About Plastic Industry

The plastic industry of India has a big market potentiality and is gradually prospering. This
potentiality of the market will surely actuate the entrepreneurs to invest in this industry.
Entrepreneurs are trying to provide high quality plastic products, so that it becomes a booming
industry.

Some associated industries

The potentiality of plastic industry India propels other associated industries to grow side by side.
One of such growing industry is petrochemical industry. Both these industries are reciprocal to
each other. The petrochemical industry facilitates the plastic industry to produce plastic products
that will meet the domestic demand as well as that of the overseas market

Finished products of plastic industry Indi

The plastic processing industry consist of over 30,000 units which are producing a wide range of
plastic products through the process of injection molding, then blow molding, extrusion, and
finally calendaring. Some of the common markets are

-End user markets: These are the plastic products basically used for domestic purposes. Some of
the end user plastic products are plastic balls, plastic bags, polypropylene bags, polyethylene
bags, plastic barrels, plastic caps, plastic bottles,

-Appliances: These are basically the plastic mechanical components

Some other industries, where plastic materials are used are automotive, building & construction,
electrical and electronics, industrial, medical, packaging, transportation etc.

Strategies of plastic industry India

The government of India is trying to set up the economic reforms to elevate and boost the plastic
industry by joint venturing, foreign investments.

3
Prospect of plastic industry India

Plastic Indus try India symbolizing a promising industry and at the same time creating new
employment opportunities for the people of India. The per capita consumption of plastic products
in India is growing and is moving towards 8% GDP growth.

Classification of Plastic Products by Type of process used

Films and Sheets, Fiber and Filaments Pipes,

Extrusion
Conduits and profiles, Miscellaneous applications

Industrial Injection Molding, Household Injection

Injection Molding
Plastic Products Molding and Thermo-ware/ Molded luggage

Blow Molding Bottles, containers, Toys and House wares

Roto molding Large circular tanks such as water tanks

Process (%) Share in Total consumption in India

Extrusion 60.0
Injection Molding 25.0
Blow Molding / Stretch Molding 06.0
Roto molding 01.0
Other Processes 08.00

The Indian plastic processing industry is highly fragmented and comprises 25,000 firms. Barring
10% - 15% of the firms, which can be classified as medium scale operations, all the units operate
on a small-scale basis.

4
 About Roto molding:-

In plastic Industries three main processes were known to the industries

(1) Extrusion
(2) Blow Molding
(3) Injection Molding.
In all these processes the main draw back is the tooling or die cost of the equipment against the
single piece weight of the product. For the large Hollow component the Rotational Molding is
most economical process

The basic advantages of the process are as below.

 Economic tooling costs,
 One-piece construction,
 Weight reduction as compared to most metals,
 Uniform wall thickness • Variety of finishes and colours,
 The ability to produce multi-wall Moldings,
 Metal inserts as integral parts.
 Minor undercuts are possible with no draft angle required,
 Short lead-time,
 Products from this process can offer excellent load-bearing properties and resistance to
stress cracking and corrosion.

Applications
Agricultural
• Spray Tanks • Horse troughs Grain Storage Hoppers • Feed Crates

Industrial
• Chemical Storage • Textiles Trolleys • Ducting • Material Handling • Food Processing •
Pharmaceutical / Chemical

Safety And Constructional

• Road barriers • Septic tanks • Construction toilets • Traffic signals • Workmen's huts

5
Domestic
• Drinking Water Storage Tank • Rain water Storage • Slim line Tank • Office Waste Containers •
Furniture • Planters • Playground Equipment • Toys • Wheel Barrows •i Dog kennels • Light
Globes *Cabins.

6
 SINTEX INDUSTRIES- HISTORY
Seven Decades of Success: Established in the year 1931, Bharat Vijay Mills (BVM), a composite
textile mill, initially operated on a very modest scale at Kalol, a town 30 Km in North of
Ahmedabad(India). In 1956, the present management took over. The technology, style, outlook
just about everything was revamped. There was an infusion of motivation an enduring
commitment to excellence. Since then, there has been no looking back. It has grown into 50
million US$ group turnover with a dedicated work force of 1600 people in the textile division.
Today, BVM is a vertically integrated plant. Having its own spinning to finishing facilities. BVM
has been the undisputed leader in varied product mix for the last 70 years with a continuous
expansion of its product range. Since last 20years it has established a name in global market with
its Yarn Dyed / Piece Dyed Shirting, Corduroy & Bottom Weight.

Sintex Industries Limited (Earlier known as The Bharat Vijay Mills Ltd) has two divisions –
textiles and plastics. In the area of textiles, they have been pioneers in high value fabrics. Their
Plastics Division started in the year 1975 and today they have most diversified manufacturing
capabilities in plastic processing in the world, with 10 plants spread across the country, more than
twelve manufacturing processes under one roof, having more than 500,000 Sq. meter area and a
more than 1000 strong work force. They have also created extensive finishing, assembling, metal
fabrication and concrete products facilities. Combination of such varied capabilities along with
our state-of-the-art design and tool room facilities enables us to give vast array of products and
solutions.

Clean Development Mechanism (CDM)

Sintex, main commitment to the environment and the community is reflected in the application of
eco-friendly technologies to spearhead green initiatives, while accelerating community uplift. The
mechanism reconciles the following:

Socially relevant
Employment generation: The Company pioneered, in the regions of its presence, the concept of
package cogeneration, creating job opportunities in the technical as well as managerial levels.
Energy saver: The project aims to minimize fuel consumption, conserving national energy.

7
Economically responsible
Enhanced revenues: The Company’s emission reduction sales will translate into attractive
earnings.
Cost leadership: Application of waste heat for thermal energy/reduced oil consumption, resulting
in cost savings. Impetus to ancillary industries: The project will create opportunities for ancillary
industries, accelerating economic development of the region.

Products

Sintex have pioneered development of number of products in such as Water Tanks, Doors,
Windows, Frames, Partitions, False Ceiling, Wall Paneling, Prefabs etc. for Buildings and
Interiors. they also brought for the first time in India Pallets, Intermediate Bulk Containers,
Insulated Boxes, Milk Cans, Multibins, Waste Bins etc. that are delivering better utility and value
to the customers. Recently they have created number of innovative products for the Electrical,
Telecom and Infrastructure Sectors such as Tamper Proof Meter Boxes, Shock Proof Chequered
Plates, FRP Cable Trays, BTS Shelters, Prefab Schoolrooms, Prefab Anganwadis, Prefab Police
Chowkies etc.

In Sintex there are six different types of Products range

1. Building & Construction

2. Prefabs

3. Interiors

4. Industrial

5. Electrical Engineering

6. Consumer

8
 Reno Sintex Reno
Water Tanks loft Tanks loft Tanks

Underground FRP Underground SMC

Water storage Water Storage Tanks Panel Tanks
Tanks (SUMPS)

Septic Tank Rainwater Harvesting PVC Pipes

System for
Drinking Water

FMD Doors Sliding Windows Frontura Doors

9
 Fomura Doors Openable Windows Energy Saving
Windows

Horizontal Louvered Ventilators Endura Doors

Cylindrical Tanks

Continuous Door Frames (Choukhats) Solidor Doors

Sandwich Panels

10
 Prefabs Prefabs BTS Shelters
for Schools for Anganwadis

Prefabs Prefabs Prefabs

for Defense for Housing for Site Offices

Prefabs for Prefabs for Prefabs for

Police Chowkies Security Cabins Kiosks / Shops

11
SMC Meter Boxes SMC Distribution pillar boxes FRP Aerial Fuse boards

Moulded Service Moulded Service SMC Distribution

Connection Boards Boards Boxes

SMC Trench Covers Pultruded Sections FRP Ladders

12
 Sintex Reno False Ceiling &
Plastic Section Plastic Section Wall Paneling’s

Plastic Boards Furniture System Education Sector

Pallets Pallet Containers Insulated Boxes

13
 29.

Insulated Boxes Injection Moulded Pallets FRP Underground tanks

Acid Storage Tanks Chemical Tanks Acid Processing Tanks

Waste Bins & Containers Multi Bins Ice Boxes

14
 Solar Water Heating System Evacuated Glass Tube System Planters

Milk Cans

Deenbandhu Type Floating Type Milk Cans

Bio Gas Bio Gas Plants

15
 THEORETICAL BACKGROUND OF THE STUDY
Marketing involves satisfying consumer’s needs and wants. The task of any business is to deliver
customer value at a profit. The American Marketing Association offers the following formal
definition: Marketing is an organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing customer relationships in
ways that benefit the organization and its stake holders. A holistic marketing framework shows
how the interaction between relevant actors (customers, company, and collaborators) and value-
based activities (value exploration, value creation, and value delivery) helps to create, maintain,
and renew customer value.

THE ROLE OF MARKETING CHANNELS

Successful value creation needs successful value delivery. Holistic marketers are increasingly
taking a value network view of their businesses. The marketing channel performs the work of
moving goods from producers to consumers. Intermediaries normally achieve superior efficiency
in making goods widely available and accessible to target markets. Through their contacts,
experience, specialization, and scale of operation, intermediaries usually offer the firm more than
it can achieve on its own.
These are the various roles performed by the channel partners:
 Gather information about potential and current customers, competitors, and
other actors and forces in the marketing environment.
 Develop and disseminate persuasive communications to stimulate purchasing.
 Reach agreements on price and other terms so that transfer of ownership or
possession can be affected.
 Place orders with manufacturers.
 Acquire the funds to finance inventories at different levels in the marketing
channel.
 Assume risks connected with carrying out channel work.
 Provide for the successive storage and movement of physical products.
 Provide for buyers' payment of their bills through banks and other financial
institutions.
 Oversee actual transfer of ownership from one organization or person to another.

16
All channel functions have three things in common: They use up scarce resources; they can often
be performed better through specialization; and they can be shifted among channel members.
When the manufacturer shifts some functions to intermediaries, the producer's costs and prices are
lower, but the intermediary must add a charge to cover its work. If the intermediaries are more
efficient than the manufacturer, prices to consumers should be lower. If consumers perform some
functions themselves, they should enjoy even lower prices.

CHANNEL MANAGEMENT DECISIONS

After a company has chosen a channel alternative, individual intermediaries must be selected,
trained, motivated, and evaluated. Channel arrangements must be modified over time.

SELECTING CHANNEL MEMBERS

Companies need to select their channel members carefully. To customers, the channels are the
company. Consider the negative impression customers would get of if one or more of their outlets
or dealers consistently appeared dirty, inefficient, or unpleasant .To facilitate channel member
selection, producers should determine what characteristics distinguish the better intermediaries.
They should evaluate the number of years in business, other lines carried, growth and profit
record, financial strength, cooperativeness, and service reputation. If the intermediaries are sales
agents, producers should evaluate the number and character of other lines carried and the size and
quality of the sales force. If the intermediaries are department stores that want exclusive
distribution, the producer should evaluate locations, future growth potential, and type of clientele.

TRAINING CHANNEL MEMBERS

Companies need to plan and implement careful training programs for their intermediaries. The
company must constantly communicate its view that the intermediaries are partners in a joint
effort to satisfy end users of the product. Coercive and reward power are objectively observable;
legitimate, expert, and referent power are more subjective and dependent on the ability and
willingness of parties to recognize them.

MOTIVATING CHANNEL MEMBERS

A company needs to view its intermediaries in the same way it views its end users. It needs to
determine intermediaries' needs and construct a channel positioning such that its channel offering

17
is tailored to provide superior value to these intermediaries. Being able to stimulate channel
members to top performance starts with understanding their needs and wants. The company
should provide training programs, market research programs, and other capability-building
programs to improve intermediaries’ performance.

EVALUATING CHANNEL MEMBERS

Producers must periodically evaluate intermediaries' performance against such
standards as sales-quota attainment, average inventory levels, customer delivery time, treatment
of damaged and lost goods, and cooperation in promotional and training programs. A producer
will occasionally discover that it is paying too much to particular intermediaries for what they are
actually doing. Producers should set up functional discounts in which they pay specified amounts
for the trade channel's performance of each agreed-upon service. Underperformers need to be
counseled, retrained, motivated, or terminated.

MODIFYING CHANNEL ARRANGEMENTS

A producer must periodically review and modify its channel arrangements. Modification becomes
necessary when the distribution channel is not working as planned, consumer buying patterns
change, the market expands, new competition arises, innovative distribution channels emerge, and
the product moves into later stages in the product life cycle.

Distribution channel map of Sintex in Ahmedabad

The producer and the final customer are part of every channel. These channels are different levels.
A one-level channel contains one selling intermediary, such as a retailer. A two-level channel
contains two intermediaries. In consumer markets, these are typically a wholesaler and a retailer.
A three-level channel contains three intermediaries. In the meatpacking industry, wholesalers sell
to jobbers, who sell to small retailers. From the producer's point of view, obtaining information
about end users and exercising control becomes more difficult as the number of channel levels
increases. Sintex is having only one type of distribution system which comes under level 2
channel system

18
Two level channel

Sintex is having their own exclusive distributors who buy goods from the company, These
distributors sell goods to the dealer or sub dealer who in turn sell the goods to the customer.

There are 5 exclusive distributors in Ahmedabad and more than 200 dealers in Ahmedabad city

19
Objective of the study
 Primary Objective
The primary objective of the study is to understand the distribution channel relationship
with reference to Sintex water tanks

 Secondary Objective
To find out the factors which are creating hindrance in the channel flow and the problems
faced by the dealer.

Limitation of the study

 One of the major limitations of this study is that the respondent may be biased and may
not give true opinion.

Although there are limitation sincere effort have been made to see that the data obtained may be
closer to actual facts and may try to show the correct picture.

Methodology

 Research Methodology
Primary Data
-Interview technique is conducted for the distributors in Ahmedabad city
-Questionnaire method is used to conduct the survey of the dealers in
Ahmedabad city
 Secondary Data
Secondary data is collected through internet, brochure of the company

20
  Sample size:
The total sample size collected for the survey is 100

 Sample selection method:

Convenient sample selection technique was used for collecting the sample for the survey

21
 Analysis of the sample survey

1) Does the dealer sell only Sintex brand?

Exclusivety

Yes
24%

No
76%

Particulars No of respondents Percentage

Yes 24 24%
No 76 76%

From the above chart one conclusion which can be derived is that most of the dealer’s are selling
other brands of water tanks. It was found that there was intense competition and there are many
players of water tank manufactures in the market

22
2)Does the dealer have the offering of all the different models of Sintex water
tanks?

Avalablity
No
0%

Yes
100%

Particulars No of Respondents Percentage

Yes 100 100%
No 0 -

From the above chart we can conclude that the dealer’s who are selling Sintex water tanks. Most
of them do have the offering of all the models of Sintex water tanks. When the customer asks for
different models they directly order from the distributor and the distributor deliver’s the product
to the customer or the dealer.

23
3)Which is the largest selling model of water tank for Sintex?

Sales
Triple layer tank
0%
Loft tank Sintes
12% 24%

Reno
64%

Particulars No of respondents Percentage

Sintex 24 24%
Reno 64 64%
Loft tank 12 12%
Triple layer tank 0 -

From the above chart we can clearly find that Reno is the most favourable model among the
consumer, One of the basic attributes for its high demand is its cost which is comparatively lower
than the main Sintex brand and it is also quite good in quality compared to other brands of water
tanks offered by different companies.

24
4) Weather the dealer is having sufficient catalogue of the Sintex products?

Availablity of catalogue

Yes
22%

No
78%

Particulars No of Respondents Percentage

Yes 22 22%
No 78 78%

From the above chart it can be concluded that most of the dealers do not have product catalogue.
It was also found that the dealer’s who are not having catalogue are also selling other brands of
water tank and those dealer who are having catalogue are only selling Sintex water tanks

25
5) Weather the dealer is aware of the current pricelist of all the Sintex water tank
models ?

Price awarness
120

100

80

60
Price awarness
40

20

0
Sintex Reno Loft tank Triple layer tank

Particulars No of Respondents Percentage

Sintex 100 100%
Reno 100 100%
Loft tank 100 100%
Triple layer tank 100 100%

From the above chart it can be analyzed that the dealers are aware about the current pricelist of all
the models of Sintex water tanks, Most of the dealer are buying goods from the distributor when
the customer comes to buy the product from them so the dealer gets the knowledge of the current
pricelist through distributor.

26
6) Which is the largest selling competitor’s brand in the market in the water tank
segment?

sales
120

100

80

60
sales
40

20

0
National Omtex Penguine

Particulars Respondents Percentage

National 100 100%
Omtex 82 82%
Penguine 61 61%

From the above chart we can conclude that the main competitor for Sintex in the water segment is
National. Apart from National the other two brands which also offer stiff competition are Omtex
and Penguine. There is also other water tank manufacturer in the market. It is a sort of highly
competitive market, There are only few major players in this market.

27
7) Whether the dealer is satisfied with the service offered by the distributor?

Service satisfaction

Yes
44%

No
56%

Particulars Respondents Percentage

Yes 44 44%
No 56 56%

From the above chart conclusion can be derived that some dealer were not satisfied with the
service offered by the distributor. The dealers do have grievances with the distributor. The main
reason for dissatisfaction was that the distributor sells the product to the dealer at the same price
which he directly sells to the customer.

28
8) How often does the distributor Sales person visit the store?

Sales Man visit

Once in a week in 15 days
4% 0%

One month
20%

Never
76%

Particulars Respondents Percentage

Once in a week 20 20%
After 15 days 0 -
Once in a month 4 4%
Never 76 76%

Most of the dealer said that the distributor sales person do not visit their store, Most of the dealer
order directly from the distributor when there is a demand from the customer who asks for Sintex
tanks.

29
9) Whether the dealer gives customer feedback to the distributor or the company?

Customer Feedback
Yes
0%

No
100%

Particulars Respondents Percentage

Yes - -
No 100 100%

Most of the Dealer said that they not give any customer feedback information to the distributor or
the company. One of the reasons given by the Dealers was that the company or the distributor
doesn’t ask for the information from them.

30
10) Is the dealer satisfied with the incentive scheme provided by the company?

Incentive Scheme

Yes
17%

No
83%

Particulars Respondents Percentage

Yes 17 17%
No 83 83%

Most of the dealer’s are not satisfied with the incentive scheme provided by the company, they
believe that changes should be made in the incentive scheme offered by the company it should be
similar to the incentives scheme given by other water tank manufactures. Only 17% of dealers are
satisfied with the incentive scheme given by the company.

31
11) Are you satisfied with the credit facilities offered by the Distributor?

Credit Facility

No
12%

Yes
88%

Particulars Respondents Percentage

Yes 88 88%
No 12 12%

Most of the dealer’s are satisfied with the credit facilities offered by the distributor. As they
purchase the goods from the distributor when there is a demand made by the customer , the dealer
doesn’t mind paying in cash and credit facility is provided by the distributor in case when the
need arises.

32
12) What can Sintex do to enhance its sales through dealers?

More sales
More sales

88 91

72

Advertisement Display Price change Incentive Other

concert scheme

Particulars Respondents Percentage

Advertisement 88 88%
Display concert 0 0
Price change 91 91%
Incentive Scheme 72 72%
Other 0 0

Most of the dealers felt that the company should make some price change in order to attract more
customers,88% of the dealers also felt that the company should invest in advertisement and 72%
felt that incentive scheme should be given to boost sales from the dealers point of view. One of
the main reason for the importance given to price change was that there are many competitors in
the market who are selling their product at a lower price compared to Sintex water tank.

33
13) Do you provide after sales service to the customer after he has purchased Sintex
water tanks?

After sales service

No
8%

Yes
92%

Particulars Respondents Percentage

Yes 92 92%
No 8 8%

Most of the dealers said that they do provide after sales service to the customer who has bought
water tanks from their store, by providing transport facility, helping them in the pipe fitting
related to tanks.

34
14) If any fault is found in the product purchased by the customer what would they
do?

Fault in product
Fault in product
95

46

Repair the product Replace the product Inform the distributor

Particulars Respondents Percentage

Repair 46 46%
Replace the product - 0
Inform the distributor 95 95%

From the above chart it can be analyzed is that most of the dealer would call the distributor if any
defect is found in the product, Some dealer said that if defect is found in the product they would
repair the product, None of the dealer said that that they would replace the product. The main
reason given was that the company does not have any replacement policy.

35
15) When a customer comes to your store to purchase water tanks do you promote
Sintex Water tank?

Promote Sintex

Yes
38%

No
62%

Particulars Respondents Percentage

Yes 38 38%
No 62 62%

From the above chart it can be analyzed is that most of the dealer were not willing to promote
Sintex water tank as they were not getting much benefits by selling Sintex water tanks
compared to other brands of water tanks .Some other reasons given by dealer was that Sintex is
already well established brand and there is no need to promote the product consumer
themselves ask for the Sintex brand when they come to buy water tanks from their store.

36
16) Are you generally overall satisfied with Sintex products during your
experience selling the company’s product?

Satisfaction

No
16%

Yes
84%

Particulars Respondents Percentage

Yes 84 84%
No 16 16%

Most of the respondents said that they were overall satisfied with Sintex product as it had
very good reputation in the market and customers were very much satisfied while buying the
Sintex brand.

37
 Findings of the Analysis

 There is a immense competition in water tank market. So many of the dealer are selling
other manufacture’s water tank along with the Sintex water tank
 Reno is the largest selling model of water tank, the company should develop strategies so
that other models of water tank sales also increases
 Most of the dealers do not have catalogue with them, which can be one of the major tool
to market Sintex products
 The major competition for Sintex in the water tank market is faced by National water tank
 Most of the dealers are not satisfied with the distributor of Sintex water tank as they do
feel that distributor do not give the am any incentive and sell the product to them at the
same price which they sell to the customer
 The distributor sales person do not visit the dealer store quite often, Majority of the dealer
directly book for the product when there is a demand made by a customer at their store
 Most of the dealer do not give customer feedback to the distributor or the company which
is a very important aspect for product development and facing cut throat competition
 83% of the dealer are not happy with the incentive scheme provided by the company, they
want the company to give more incentives on selling Sintex water tanks
 88% of the dealers are happy with the credit facility offered by the distributor
 91% of the dealer felt hat the company should reduce price to increase more sales, while
88% of the dealer felt that the company should invest in advertisement to have more sales
of the product
 92% of the dealer said that they provide after sales service to the customer when they have
purchased water tanks from their store.
 If any fault is found in the product 95%of dealer said that they would inform the
distributor and 46%of dealer said that they would repair it if the problem is repairable.
The company doesn’t have buyback policy.
 62% of dealer said that they would not promote Sintex water tanks if a customer comes to
their store to purchase water tank as they are not getting much benefit by selling Sintex
water tank

38
  84% of dealer said that they are overall satisfied while selling Sintex product as the
product has a good customer satisfaction ratio compared to other products.

39
 Recommendations

 Sintex should give more incentives to dealer so that they can be more motivated to sell
Sintex product
 Sintex should see to it that the distributor do not sell product to the dealer at the same
price which they sell to the customer
 Sintex should not change the water tank price frequently as it affects the profit base of the
distributor
 The company should sell Reno and Sintex model of water tank in same proportion to the
distributor.
 The company should see to it most of dealers do have a product catalogue with them as it
can be a good promotional tool.
 As Sintex is the market leader in water tanks , pricing strategy should be used by the
company to remove competition.
 As company is having wide array of plastic product the company should start its own
exclusive outlet along with the existing distribution channel as it will help the company to
promote itself and showcase most of its product
 The company should encourage its dealers and distributor to give customer feedback
about the company’s product as this will help in developing new product and face stiff
completion in the market
 The company should start more incentive programs for dealers so that they may be
motivate as they are the last people to come in contact with the customer
 Rewards in the form of memento’s and gift should be given to the dealer as a part of
promotional tool
 The company should increase the number of distributors in the city so that dealers of more
option to buy Sintex product rather than go for a particular distributor in that particular
area so that monopolistic attitude of the distributor is curtailed.
 The company should not allow dealer to sell water tanks directly to the customers as it
creates unfair advantage to the distributor and most of the dealers in that area are at a loss.

40
  The company should see to it that distributor sales man visit dealers once in a month as it
can be a good promotional tool.
 The company should have buyback policy when there is any fault found in the product
after the customer has purchased the goods as it can create a good brand value and
customer loyalty.

41
 Conclusion

As there is more competition in the water tank segment of the market it becomes more important
for a big company like Sintex to protect its market share. That is why it is more important to have
good channel structure. The channel flow of the existing channel structure of Sintex is quite good
but there are some flaws which can be rectified by some proper planning and coordination
among the channel partners.

42
 Appendix

Questionnaire for the dealer

1)Name of the dealer

2)Does the dealer sell only Sintex brand

Yes No

3)Does the Dealer have the offering of all the different models of Sintex brand?

Yes NO

4)Which is the largest selling model of water tanks for Sintex

-Sintex

-Reno

-Sintex Loft tank

- Triple layer tank

25) Whether the Dealer is having sufficient catalogue of the Sintex products ?

-Yes

-No

6)Whether the dealer is aware of the current pricelist of all the Sintex products?

-Sintex

-Reno

-Sintex Loft tank

- Triple layer tank

43
7)What are the other different brands which the dealer sells apart from Sintex water tanks?

(Open ended Question)

8)Whether the dealer is satisfied with the service offered by the distributor?

-Yes

-No

9)How often does the distributor sales person visit the counter?

- once in a week

-After 15 days

-Once in a month

10) Whether the dealer is satisfied with the service provide by the sales person?

-Yes

-No

11)Does the dealer gives the customer feedback to the distributor or to the company?

-Yes

-No

12) Is the dealer satisfied with the incentive scheme provided by the company?

-Yes

-No

44
13) Does the company offer credit facility on the purchase of Sintex products?

-yes

-No

14) Are you satisfied with the credit facility offered by the distributor?

-yes

-no

15)What type of credit facility would you like to avail from the company?

(open ended question)

16) If the goods are not sold for a set period of time, does the company have buyback policy of
the goods?

-Yes

-no

17) What can Sintex do to enhance its sales through dealers?

-Advertising

-Display concert

-Price change

-Incentive Scheme

-Any other

18)Do you provide after sales service to the customer who has purchased Sintex water tanks?

-Yes

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-No

19 )If any fault is found in the goods purchased by the customer what would you do?

-Repair the product

-Replace the product

-Any other

20)What benefit do you get by selling other companies water tanks compared to Sintex water
tank?

(open ended question)

21) When a customer comes to your store to purchase water tanks do you promote Sintex water
tanks?

-yes

-no

22) Are you generally satisfied with Sintex product during your experience selling the company’s
product?

-Yes

-No

23) Would you like to give any suggestions to the company?

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 Bibliography
Websites

 http://www.google.com
 http://www.wikipedia.com
 http://www.sintex-plastics.com
 http://www.sintex-india.com

Books

 Marketing Channels by Anne T. Coughlan , Erine Anderson, Louis W .Stern & Adel I.EL
Ansary
 Marketing Management by Philip Kotler

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