OBJECTIVES

To find out the satisfaction level of customer.

To find out the areas of improvement in coirfit mattress.

To study the level of awareness of coirfit amongst population.

To give suitable suggestion and recommendation by which Coirfit can increase

market Share.

To make a SWOT Analysis of the company.

1

COMPANY PROFILE

USER DIVERSITY: THE KEY TO PRODUCT RANGE

Range is the strength that keeps Tirupati coir one of the preferred national names in high

quality PU Foam today. The five manufacturing plants foam material and comfort

products in densities and grades, which range from 9 KG/m to 65 KG/m from extremely

soft to very firm. Besides these, the company can also easily re-programme its production

capacities to create PU Foam material – in qualities and dimensions to meet specific

requirements of discerning customers.

The current range of Tirupati coir includes a wide variety of comfort products –

mattresses, pillows, cushions, bolsters, carpet under lays, mattress toppers, sofa ‘n’ bed,

poolside mattresses….. To name a few. There is also the wide choice of PU foam sheets,

rolls and finished blocks for automobile upholstery, footwear, lamination, ship/aircraft

interiors, furniture, hi-tech audio products other industries.

2

Why Coirfit Matress

Each coirfit mattress comes packed with some unique features that make our mattress the

most appropriate sleep system for human body. It creates the least amount of lower back

muscle tension while on the mattress and allows the spine to retain its natural shape.

Some of its unique features are as follows:

It provides ultimate support and comfort to your body. 

It helps in maintaining natural blood circulation in the body.

Coirfit mattresses are breathable and self ventilating.

It helps in preventing backaches and other spinal disorders.

The Best body contour support sleeping system for your body.

It maintains the optimum body temperature while sleeping on the mattress.

Best all season mattresses with dual sides for all four seasons

3

THE COIRFIT ADVANTAGE

Coirfit mattresses are duly approved by the Bureau of Indian Standards and manufactured

By International organization for standardization for international standards for business,

society & organization, fulfilling all quality parameters. It’s the right posturepedic

mattress which fulfills all medical physiological and health requirements of the body. We

design and craft them scientifically in a state of the art plant with complete attention to

detail.

In addition to this, we use superior tapestry, high density PU foam, permium quality

organic sheeting, extra thick comfort layers and breathers that allow the mattress to

breathe. To top it all, Coirfit mattresses now comes with the advanced and radical S3

(Spine Support System). 

4

PRODUCT LINE

MATTRESS

PILLOW, BOLSTER, BACK CUSHION

SEAT CUSHION

SOFA ‘N’ BED

WONDER COUCH

COIRFIT FLEXI – PUF MATTRESS

HEALTH BOOM FLEXI – COIR MATTRESS

MATTRESS COVER

EXERCISE MATTRESS

MATTRESS TOPER

5

6

ROOM MATTRESS: -

Tirupati coirs manufacture and market two qualities of room mattresses.

Coirfit Flexi – Puf Mattress: manufactured on computerized machines with complete

consistency in quality. Imported polyurethane raw material is procured from world

leaders in PU Technology. It is highly resilient, has excellent breath ability. It is also in

summers & cozy in winters.

It has high tensile strength. Does not sag, crumble, or disintegrate. It is reversible, allergy

– free, and odorless. It is lightweight, folder, washable and cost effective too. They are so

light that they can be easily carried, folded, or shifted with ease and there is no need to

lug them or lift them with extra help.

It is available in 4 densities with a guarantee of up to 25 years. Last but not the least, for

additional protection; the mattresses can also be made available with Fire Retardant

properties.

Coirfit Luxury Range

The Coirfit Luxury Range of mattresses represent a revolutionary break through in

mattress technology. With a tough resilient inner core sandwiched between two comfort

layers. To deliver unmatched comfort year after year.

Coirfit Standard Range

With Coirfit Standard Range of mattress you are assured of total relaxation and healthy

sleep. Available in 5 densities (023, 028, 032, 040 and 050) with a guarantee of up to 25

years. Coirfit Flex – Puf mattresses also come with ready – made cotton Mattress Covers

with a sleek, modern zipper along its hernline for convenience in washing.

7

Coirfit DuraFirm Mattress

Coirfit DuraFirm Mattress, new concepts in back support for complete comfort to your

back and spine. While the ‘Super Bond’ inner core acts as the ideal support system for

your back, the rich and luxurious outer quilted layer adds further comfort. This rare

combination ensures total relaxation to a tired back.

Health boom Flexi – Coir Mattress:

Health boom has a tough profiled inner core sandwiched between two layers of premium

quality rubberized coir. This unique feature sagging by distributing pressure to the

profiled inner layer. At the same time, the outer layer continues to provide optimum

comfort and support.

It is ideal combination of firmness & comfort lets the body get total relaxation. Health

boom is light and it has smooth surface. It has a perfectly balanced ratio of natural latex

and premium grade coir.

Health boom comes with all – weather comfort. One side is quilted for a snug, cozy feel

in winter. On the other hand has cotton felt layer appropriate for summer.

It comes in two ranges, Health boom Super Nova with 13+ cms and Health boom Nova

with 10 cms of premium comfort. Health boom is guaranteed for 2 years against sagging

and manufacturing defects.

Only Health boom Flex – Coir Mattress has a built – in sag – proof quality. In addition,

the healthy advantages of coir.

Mattress Cover

Coirfit and Health boom Mattress come with ready-made cotton Cover that also

incorporates a sleek, modern zipper along its hemline. Made of 100% Cotton and soft

enough to make the use comfortable, it is an environment – friendly material and keeps

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the Bed Sheet or other covering intact and unspoiled. The structure is such that it

provides a firm grip to the sheet and does not let it slip.

Exercise Mattress

This superb new introduction – specially manufactured for Health clubs and gyms.

The exercise Mattress in the Coirfit Flexi – Puf range incorporates advanced features

such as firm resilience at the right spots while the person exercise. It is tested and tried to

match orthopedic and ergonomic requirements, these Exercise Mattresses also

incorporate additional features of strength and durability – especially to take the heavy

workloads and pressures on their surface, when the health Club or Gymnasium is busy

with customers.

To that extant, they have reinforced for long life and durability. With no reaction sweat,

water stains, and spills of oil, lotions, drinks, etc. Spot cleaning and washability feature of

the Mattress comes as a great advantage here.

It is available in a wide range of standard sizes and tailor – made dimensions to suit the

specific requirements of the customers. They come in zipper cover (Cotton/PVC/Rexine)

for convenience.

Mattress Topper

Mattress topper is a unique specially product introduced for the first time in India by

Tirupati coirs. It is designed to go over the mattress. It is formed of several peaks and

valleys of the Flexi – Puf material on its right side up surface.

9

PILLOW, BOLSTER, BACK CUSHION:

Also in the Coirfit Flexi – Puf Range of comfort products are pillows, Back Cushions and

Bolsters that stand apart for their features.

The range of Back Cushions, Pillows, and Bolsters come in one piece and are not

undulated and lumpy. No stuffing, no joints & no sticking. They are crash proof and do

not give the ‘just slept – in look’ that other similar products do.

Making a welcome sight, Coirfit Flexi – Puf Pillows, Bolster & Back Cushions are

available with their own well fitting attire – a special zip fitted cover. These Pillows can

easily slipped out of their covers for cleaning or airing out while covers is being washed.

These are available in three convenient and popular sizes.

10

LITERATURE REVIEW

Defining customer satisfaction

 Because the concept of customer satisfaction is new to many companies, it's important to

be clear on exactly what's meant by the term.

 Customer satisfaction is the state of mind that customers have about a company when

their expectations have been met or exceeded over the lifetime of the product or service.

The achievement of customer satisfaction leads to company loyalty and product

repurchase. There are some important implications of this definition:

  Because customer satisfaction is a subjective, nonquantitative state, measurement

won't be exact and will require sampling and statistical analysis.

  Customer satisfaction measurement must be undertaken with an understanding of the

gap between customer expectations and attribute performance perceptions.

  There should be some connection between customer satisfaction measurement and

bottom-line results.

 

 "Satisfaction" itself can refer to a number of different facts of the relationship with a

customer. For example, it can refer to any or all of the following:

  Satisfaction with the quality of a particular product or service

  Satisfaction with an ongoing business relationship

  Satisfaction with the price-performance ratio of a product or service

  Satisfaction because a product/service met or exceeded the customer's expectations

 

 Each industry could add to this list according to the nature of the business and the

specific relationship with the customer. Customer satisfaction measurement variables will

differ depending on what type of satisfaction is being researched. For example,

manufacturers typically desire on-time delivery and adherence to specifications, so

measures of satisfaction taken by suppliers should include these critical variables.

 Clearly defining and understanding customer satisfaction can help any company identify

opportunities for product and service innovation and serve as the basis for performance

appraisal and reward systems. It can also serve as the basis for a customer satisfaction

11

surveying program that can ensure that quality

improvement efforts are properly focused on

issues that are most important to the customer.

Objectives of a customer satisfaction

surveying program

 In addition to a clear statement defining

customer satisfaction, any successful surveying

program must have a clear set of objectives

that, once met, will lead to improved

performance. The most basic objectives that

should be met by any surveying program

include the following:

  Understanding the expectations and

requirements of all your customers

  Determining how well your company and

its competitors are satisfying these

expectations and requirements

  Developing service and/or product standards

based on your findings

  Examining trends over time in order to take action on a timely basis

  Establishing priorities and standards to judge how well you've met these goals

 

 Before an appropriate customer satisfaction surveying program can be designed, the

following basic questions must be clearly answered:

  How will the information we gather be used?

  How will this information allow us to take action inside the organization?

  How should we use this information to keep our customers and find new ones?

 

 Careful consideration must be given to what the organization hopes to accomplish, how

the results will be disseminated to various parts of the organization and how the

12

Customer Satisfaction

Measurement Facts

A 5-percent increase in loyalty

can increase profits by 25%-

85%.

A very satisfied customer is

nearly six times more likely to

be loyal and to repurchase

and/or recommend your

product than is a customer who

is just satisfied.

Only 4 percent of dissatisfied

customers will complain.

The average customer with a

problem eventually tells nine

other people.

Satisfied customers tell five

other people about their good

treatment.

 

information will be used. There is no point asking customers about a particular service or

product if it won't or can't be changed regardless of the feedback.

 Conducting a customer satisfaction surveying program is a burden on the organization

and its customers in terms of time and resources. There is no point in engaging in this

work unless it has been thoughtfully designed so that only relevant and important

information is gathered. This information must allow the organization to take direct

action. Nothing is more frustrating than having information that indicates a problem

exists but fails to isolate the specific cause. Having the purchasing department of a

manufacturing firm rate the sales and service it received on its last order on a scale of 1

(terrible) to 7 (magnificent) would yield little about how to improve sales and service to

the manufacturer.

 The lesson is twofold. First, general questions are often not that helpful in customer

satisfaction measurement, at least not without many other more specific questions

attached. Second, the design of an excellent customer satisfaction surveying program is

more difficult than it might first appear. It requires more than just writing a few

questions, designing a questionnaire, calling or mailing some customers, and then tallying

the results.

 

REASEARCH METHODOLOGY

13

The procedure used to collect information should be one that will result in information

that is both valid and reliable. To help to acquire valid and reliable information, there is

likely the usage of series of steps, these steps are as follows :

1) DEFINING THE RESEARCH PROBLEM :-

The objective of the project is to study the customers satisfaction of Coirfit

Mattress in Delhi.

2) REASEARCH DESIGN :-

In this project I have used literature survey and experience survey of exploratory

research. This include the information picked up from the magazines and

company records also the data was collected through questionnaire.

3) REASEARCH INSTRUMENTS :-

For collecting necessary information about the project the research instrument

used was questionnaire.

4) SAMPLING PLAN:

a) SAMPLING UNITS

households ie Coirfit earlier users.

b) SAMPLE SIZE

Sample size of this research is 147.

As whole of the universe cannot be studied, few relevant fraction of the

population that is the representation of the entire population were studied.

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c) SAMPLING PROCEDURE:

For this project non-probability random sampling procedure was used.

4) DATA COLLECTION:

For this project both primary and secondary data collection method was used i.e.

data was collected through company records, magazine, books as well as

questionnaire for the Coirfit earlier users, top executive of the company.

DATA ANALYSIS

15

1. Mattress earlier used by people:

Opinion

Respondents

COIR 64

ORDINARY FOAM 18

COTTON 49

SPRING 2

RUBBER 0

OTHER (Coirfit) 14

16

INFERENCE: People using coir are more than any other form of mattress.

2. Level of comfortability amongst people fo

coirfit.

Opinion Respondents %

YES 40 27.21

NO 80 54.42

OK 27 18.37

17

44%

12%33%

1%10%

Mattress Earlier Used

COIR ORDINARY FOAM COTTON

SPRING RUBBER OTHER

INFERENCE: More than the 50% people feel that it makes them feel comfortable.

3. People purchase it because of:

Parameters Respondants %

BRAND NAME 55 37.41

COST 21 14.29

DEALERS ADVICE 19 12.93

18

27%

54%

18%

COMFORTABLE

YES NO OK

COMFORT 40 27.21

ANY OTHER 12 8.163

INFERENCE: More than 50% people purchase the product because of its Brand name.

4. Type of media people know about the product through:

Opinion Respondants

.

%

Tv Ads 82 56

PRINT Ads 12 8.16

FRIENDS/RELATIVE 37 25.2

DEALERS 14 9.52

ANY OTHER 2 1.36

19

NUMBER %0

10

20

30

40

50

60

PARAMETERS

BRAND NAME COST DEALERS ADVICE COMFORT ANY OTHER

INFERENCE: Television is an effective medium for

marketing

20

56% 8%

25%

10%1%

EFFECTIVE MEDIA

TV Ads PRINT Ads FRIENDS/RELATIVE

DEALERS ANY OTHER

INFERENCE: Less than 50% population felt its performance is very good, but there is a

scope of improvement.

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27%

48%

20%

4%

PERFORMANCE

VERY GOOD GOOD FAIR BAD

5. Coirfit’s performance rating as per

respondants.

Opinion Respondants %

VERY GOOD 40 27.211

GOOD 71 48.299

FAIR 30 20.408

BAD 6 4.0816

INFERENCE: Only 54% population would like to recommend it, means high degree of

competition in market.

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54%

39%

7%

WILLING TO RECOMMEND

YES NO IF ASKED

6. People willing to recommend

Opinion

YES

Respondants

80

%

54.42

NO 57 38.78

IF ASKED 10 6.803

7. Customers willing to have/prefer certain features and

benefits in the product

OpinionsRespondants

%

QUALITY 70 47.62LONG LASTING 80 54.42PRICE 11 7.483DENSITY 7 4.762

DURABILTY 15 10.2COMFORT 11 7.483

OVERALL 15 10.02

INFERECE: Greater emphasis of customers is for a product is its quality and long lastingness.

8. Frequency of purchases made by them.

Opinions Respondants %

1 YEAR 95 60.51

2 YEAR 27 17.2

5 YEAR 17 10.83

5 + 10 6.369

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NUMBER

%

0 10 20 30 40 50 60 70 80

PREFERNCE

OVERALL COMFORT DURABILTY DENSITY

PRICE LONG LASTING QUALITY

INFERENCE: At least a year is required to make a new purchase by any customer.

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64%18%

11%7%

WHEN PURCHASED?

1 YEAR 2 YEAR 5 YEAR 5 +

9. Different occasions for which purchases done

Opinions Respondants %

WEDDING GIFT 17 11.56

REFURNISHING 51 34.69

REPLACING 59 40.14

NEW HOUSE/ROOM/BED 15 10.2

ILLNESS 5 3.401

INFERENCE: There is an opportunity to increase sales in marriage seasons and

numbers of replacements are more therefore need for improvement.

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12%

35%

40%

10%3%

REASON FOR PURCHASING

WEDDING GIFT REFURNISHING REPLACING

NEW HOUSE/ROOM/BED ILLNESS

10. People opinion regarding their

intentions to buy coirfit.

Opionions Respondants %

YES 82 55.78

NO 19 12.93

NEEDED 46 31.29

INFERENCE: Market share of the company is less but 56% people intended to buy.

FINDINGS AND ANALYSIS

1. People using coir are more than any other form of mattress.2. More than the 50% people feel that it makes them feel comfortable.

3. More than 50% people purchase the product because of its Brand name.4. Television is an effective medium for marketing.5. Less than 50% population felt its performance is very good, but there is a scope of

improvement.

6. Only 54% population would like to recommend it, means high degree of competition in market.

7. Greater emphasis of customers is for a product is its quality and long lastingness.8. At least a year is required to make a new purchase by any customer.

9. There is an opportunity to increase sales in marriage seasons and numbers of

replacements are more therefore need for improvement.

10. Market share of the company is less but 56% people intended to buy.

26

56%

13%

31%

INTEND TO BUY

YES NO NEEDED

SWOT ANALYSIS

FUTURE PROSPECTS

Tirupati coirs Limited, situated in U.P. adjoining to Delhi, a big selling market and

availability of it to consumer from the near by resources. The company is having the

location advantage as compared to the other company’s in the other part of the

country.

Coirfit has many strength aspects:

1. Reasonably good comfort board.

2. Scope of manufacturing various types of mattress.

3. Location advantage due to being closer to one of the major market.

4. Technical/Commercially qualified manpower.

5. Equipped with latest infrastructure.

27

6. Cordial industrial relation.

7. Conductive social climate.

8. Positive Product Perception by customers.

9. Incontestable Image

10. Full fledge as for meeting customers wants/needs.

11. Easy Availability.

12. Good system and procedure help it to enable ISO9001 certification.

WEAKNESS

1. It is not suited in summers.

2. Costly

3. Change in the promotional scheme.

4. Interference from the local people is possible.

5. Most workers are not adequately qualified in case of modern technology being

adopted.

6. Technology development not making with the industrial standards.

28

OPPORTUNITY

1. Expanding use of foam/consumption in the market.

2. Export opportunity.

3. Increasing penetration of media in rural sector.

4. Reduction of comparative cost – disadvantage.

5. Adaptation of upcoming technologies for better quality and cost of production.

THREAT

1. Reduction in the guarantee period.

2. Competition in the comfort industry demanding high quality comfort products.

SEEING the whole scenario of the weakness opportunities and threats the Tirupati coir

Ltd., have focused on the following target market:

Go for the brand awareness in the rural sector.

Main the target customers are the coir users & the cotton users.

Grasp up the whole key buyer market i.e. the middle class people.

Tirupati coir have set up many machines:

a) Reduce the cost.

29

b) Improve the efficiency.

c) Better quality

R E C O M M E N D A T I O N S

1. People purchases those products having a brand image, some public relation

activities should be done to associate themselves emotionally like P&G.

2. Go for the hoarding & pamphlets presentation for the grasping the small cities on

the rural sector market.

T.V Advertisement is the effective media that influence the customer to go for

purchase (Use Weber’s law for new ads.)

3. 54% population would like to recommend it therefore in order to cope op with the

competition new sompetitive strategies has to be made.

4. Promotional Scheme:

Wedding Period:-

Product sales jump up mainly in the wedding seasonal. So go for such

promotional schemes that will initiate attract the seasonal buyers.

5. Major preferential attribute of the customers is the comfort and the quality. For

becoming stand in the comfort industry market it is necessary maintain quality &

make quality assurance in the market of the comfort industry.

30

6. Maintain quality objectives

Product quality, meeting customers requirements.

Specifications compliance.

Emphasis of defect procession.

Continuos improvement in product quality through updating of technology

Development, implementation and maintenance of quality system through

commitments and involvement of personal of all function at all stages and

levels.

Efficient customer services

C O N C L U S I O N

After analyzing the data the following conclusion were drawn:

Mattress is like many of the products where a large proportion of the

unorganized sector market exists both in the foam & the coir sector.

The main need that is trigging the buying behavior of the mattress is

replacement, so the repeat purchase is there where the earlier one become

useless. So the repeat purchase is after the long time.

The main decider in the process is the wife in the mattress category. If the

in laws are staying with the family they decide on the product & the

suggestion are the children.

Brand recall is more for the Coirfit. Mainly customers go for the brand

name so need to be more stress down on building Brand Identity.

The customers are mainly aware of the product through Advertisements &

through friends & relatives, so the television and print has better impact as

compared to the other form of media, just because it lets on the five

senses.

The four factors that are being given importance while the customers is

making the choice quality, durability, comfort, guarantee & little but price

so now customers want product that is comfortable first then Quality than

guarantee.

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As people are giving more weight age to the comfort & quality it is a

subjective feature so this can featured well in television with

R E F E R E N C E S

References have been drawn from the following:

1. Kotler,P., Keller, K.L. Koshy, A. and Jha, M., (2009). Marketing Management: A

South AsianPerspective, 13th Edition, Pearson Education, New Delhi.

2. Etzel, M., Walker, B., Stanton, W. and Pandit, A (2009) Marketing Management,

TataMcGrawHill, New Delhi

3. Company website www.tirupaticoirs.net

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ANNEXURE

QUESTIONNAIRE

Q1. What mattress were you using earlier?

Coir Cotton Ordinary Foam

Spring Rubber Other

Q2. Name of the company?

……………………………..

Q3. Whether it was comfortable or not?

Yes No

Q.4 If Yes, then suggest why ?

………………………………...

Q.5 Parameters you keep in mind to buy a mattress?

33

Brand name Cost

Dealer’s Advice Any other

Q.6 How did you first come to know about of Coirfit “flexi-Puf”?

TV Advertisement Print Advertising

Friends/Relatives Dealer

Any other

34

Q.7 How would you rate the performance of your “COIRFIT” product?

Very Good Good Fair

Bad No Experience

Q.8 Would you like to recommend Coirfit product’s to your friends and relatives?

Yes No

Q.9 Major preferential attributes in our product?

Quality Long Lasting Price

Durability Density

Q.10 How many years old is your mattress?

One Year Two Year

Five Year More than Five Year

Q.11 You reason for acquiring new mattress?

Wedding gift Re-Furnishing

Replacing Old Mattress New House/Room

Q.12 Do you intend to buy a new mattress?

Yes No

Q. 13 What would you recommend to make Coirfit Flexi-Puf a better mattress?

…………………………………………………………….

Q.14 Major attributes that will differentiate our product from your preferential product ?

………………………………………………………………………………………………

.

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