new product launch - thermocol food tray

BRIGHT EPS PRODUCTS PVT LIMITED.

2010

ASummer Project Report

On

“A study on Market feasibility of New product launch ( Thermocol Food Tray) of Bright EPS Products Pvt. Ltd. in Ahmedabad City”

Submitted

In the partial fulfillment of the Degree ofMaster of Business Administration at

Gujarat Technological University

Semester-II(July 2010.)

Prepared By:Aakash ShahRoll No. 217

Enrollment No.097250592035

Submitted To:Kalol Institute of Management,

KalolAffiliated to Gujarat Technological University (GTU)

Kalol Institute of Management, Academic Year: 2009-10


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PREFACE

The goal of the training is to give a corporate exposure to the students as well as to give them

opportunity to apply theory into practice. The real business problems are drastically different

from classroom case solving. A project aims at providing little insight into working of an

organization to a management trainee.

For management students, practical studies are very important. It helps them to improve their

knowledge about various market trends. Management students are concerned with Marketing,

Finance, Human Resource, and System etc.

The purpose behind writing a report is to put into words, the practical training that is

imparted to us that gives a more better and a clear understanding of the experience we get.

This report that I am submitting intends to highlight our versatility in sustaining the pulls and

pressure of day-to-day professional life put to pressure the fact that we are capable enough to

deliver whenever a challenges thrown to us.

This report includes all the information about various benefits and features of thermocol food

tray launch of BRIGHT EPS PRODUCTS PVT LTD. Advantages that we have got will

definitely be of great help in future, and all the sources from which we have got the help.



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Acknowledgement

A feeling of gratefulness to anyone’s help directly arises from the bottom of the

heart. The small but an important and timely help can prove to be a milestone in one’s

helped. Every human being has such kind of experience.

We are indebted and whole – heartedly thankful for the assistance received from various

individuals in making this project a success. We have no words to express our gratitude towards

those who were constantly involved with us throughout our wonderful experience working at

bright Eps pvt. ltd.for the summer project.

Firstly, we would like to thank Mr. Yogesh Sharma (owner) for giving us an

opportunity to work with them. We would specially like to thank Mr. Sanjeev Gaur & Mr.

Yogesh Sharma who selected us to be a part of bright Eps Pvt. Ltd. for believing in us and

putting faith in us.

I would also like to express our gratitude and feel really obliged to have received great

support and guidance from Ms Rinki rola. It was a great learning experience with all of them;

it was an honor and feels great to be associated with bright Eps products Pvt. Ltd

Last but not the least, I would like to thank the entire faculty of the Kalol Institute of

Management (KIM) , especially Mr.Harish Raval Sir for giving me the classroom

knowledge which was the foundation for the work put in the internship, as well as for helping

me out whenever needed.



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DECLARATION:

I undersign Aakash.M.Shah student of 1st year MBA hereby declare that the Summer

Project Report work undergone at BRIGHT EPS PVT. LTD., Ahmadabad, presented is

carried by my own experience and observation in the company, under the guidance of Prof.

Harish Raval sir, of Kalol Institute of Management.(KIM). Kalol.

This Summer Project report is submitted as a part of Management Study curriculum and as a

partial fulfillment towards the degree of Master of Business Management (MBA).

Thanking you.

Date : __/__/____

Place : kalol

Signature, 3 &



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Table of content;

Preface

Acknowledgement

Declaration

Company certificate

Executive summery

Chapter 1) Industry profile…………………………………………………… 8

1.1 History of industry……………………………………………….. 10

1.2 Exports of industry……………………………………………….. 11

1.3 Product of the industry…………………………………………… 12

1.4 Future forecast of industry……………………………………….. 14

1.5 Global market scenario…………………………………………… 14

Chapter2) Company profile…………………………………………………. 16

2.1 Introduction of product………………………………………… 20

2.2 Benefit of the thermocol food tray……………………………… 22

2.3 Foams of product………………………………………………. 26

2.4 Properties of eps……………………………………………….. 29

2.5 Market usage…………………………………………………… 31

2.6 Market and marketing facility…………………………………. 32

2.7 Installed capacity……………………………………………… 33

2.8 Present user……………………………………………………. 33



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2.9 Process development………………………………………….. 34

2.10 Porter five forces……………………………………………… 37

2.11 Swot analysis………………………………………………… 40

2.12 Future plans………………………………………………… .. 42

Chapter 3)Research methodology………………………………………………... 43

3.1) Scope of the study…………………………………………….. 43

3.2) Objective of the study………………………………………… 43

3.3) Limitation…………………………………………………….. 44

3.4) Experience……………………………………………………. 44

3.5) Methodology………………………………………………… 45

Chapter 4) Analysis of the study…………………………………………… 47

4.1) why this product? ........................................................................ 47

4.2) New product launch model……………………………………. 49

Chapter 5) Table and graphs………………………………………………… 60

Chapter 6) Findings…………………………………………………………

73

6.1) Suggestion………………………………………………………. 74

6.2) Conclusion………………………………………………………. 75

6.3) Learning from the study………………………………………… 76

6.4) Benefit of the study to the company……………………………... 77

Bibliography………………………………………………………………. 78

Appendix …………………………………………………………………. 79



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Executive summery

I was complete my summer internship project in BRIGHT EPS PRODUCTS PVT

LTD.. They want to launch a new thermocole food tray in the market, which can be based on

home delivery service.

For the launching a new product in the market they want to know the market

condition of food tray.

So, to know the market condition we conduct a small marketing survey. I take 40

restaurant (sample size)

To know the customers [manager of hotels or restaurants] response. and to get details

of their current food tray and to get idea about their need.

After doing marketing survey I analyzed this survey on different market concept like

swot analysis porter five forces, and new product launch model.

So, I found that the most of the respondents are interested in our new thermocole food

tray. but the only problem is price they want our product at a current plastic food tray price

and its not possible because we have good quality then the plastic food tray.

The second matter is that our food tray has storage problem. So we will have to

change our shape.



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And form the above analysis we find some conclusion and recommendation relating

this new product launch.

Chapter1) . Industry Profile/Analysis Plastic industry Profile :-

The Plastics Industry in Gujarat has made significant achievements ever since it made a

modest but promising beginning by commencing production of Polystyrene about four

decades ago.

The Plastic processing sector in India comprises of about 30,000 units of which Gujarat

accounts for over 6,100 tiny, small and medium scale units thus contributing to about one-

fifth of the total number of units in the country. They are involved in producing variety of

items through injection moulding, blow moulding, extrusion and calendaring. Further, vast

potential lies for the development of Plastic Processing Industry, as at present the per capita

consumption of Plastic is only 0.7 kg. Compared to the world average of 11 kg. The

capacities built in most segments of this industry coupled with inherent capabilities have

made us capable of servicing the overseas markets.

The country in general and Gujarat in particular possess the necessary technical skills to

produce high quality plastic goods, required machinery, the efficient moulds and dies. In

view of the versatility of operations and the low cost production, the State has been ideally

suited to serve as a sourcing base. The major international companies from various segments

of industry including automobiles, electronics and communication, food processing and

packaging have set up their large manufacturing plants in the country and helped to develop

the market. India is emerging as one of the fastest growing market and is expected to grow by

12 to 15% in the coming years.

The potential Gujarat market has motivated Gujarat entrepreneurs to acquire technical

expertise, achieve high quality standards and build capacities in various facets of the booming

plastic industry. Phenomenal developments in the plastic machinery sector coupled with



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matching developments in the petrochemical sector, both of which support the plastic

processing sector, have facilitated the plastic processors to build capacities to service both the

domestic market and the markets in the overseas.

The availability of polymer raw materials has also played a pivotal role in the growth of this

sector of industry and in addition to meeting the indigenous requirement it is the net exporter

of certain polymers besides the finished goods. The export of plastic products has been

identified as thrust area and the State entrepreneurs are gearing themselves to capture the

market abroad with greater dynamism and sincerity. The export of Plastic and articles thereof

has increased in last few years at the rate of about 20% and year.

It may be noted that the export destination of plastic products include certain developed

countries of Europe and America.

The economic reforms launched in Gujarat since 1991, have added further fillip to the

Gujarat plastic industry. Joint ventures, foreign investments, easier access to technology from

developed countries etc have opened up new vistas to further facilitate the growth of this

industry.

The conventional Plastic and Synthetic polymers are persistent in the environment.

Therefore, improperly disposed plastic materials are sometimes a significant source of

environment pollution. This has resulted in mounting worldwide concern over the increasing

use of plastics and has initiated an important drive for development of bio-degradable

plastics. The Research & Development on Bio-degradable Polymer should take up

momentum and the industry may join hands with R&D Institutions to augment the research

activity in this important area of technology to save the environment from the catastrophe to

keep it cleaner and greener.



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1.1) History

Indian plastic industry has made significant achievements in the country ever since it

made a promising beginning with the start of production of polystyrene in 1957. The

industry is aincreased several times as compared to the earlier decade. The

chronology of production of polymers is summarized as under -

1957 - Polystyrene

1959 - LDPE

1961 - PVC

1968 - HDPE

1978 - Polypropylene

Currently, the Indian plastic industry is highly fragmented with an estimate of around 30,000

firms and over 400,000 employees. The top 100 players of Indian plastic industry account for

just 20% of the industry turnover. Barring 10 to 15% of the firms that can be categorized as

medium scale enterprises, most of the units operate on a small – scale basis.

The immense potential of Indian plastic industry has motivated Indian manufacturers to

acquire technical expertise, achieve superior quality standards and build capacities in

different facets of the booming plastic industry. Substantial developments in the plastic

machinery sector coupled with matching developments in the petrochemical sector, both of

which support the plastic processing industry, have facilitated the plastic processors to

develop capacities to cater both the domestic as well as overseas exports.



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1.2) Exports

In the calendar year 2009, the value of

world plastic export was US$ 375

billion. However the share of India was

less than 1 % with exports of worth US$

3.187 billion. The percentage of growth

in export was 21 %. During this trend of

growth in exports, the export of plastics

raw material increased from 55 % to 60

% of the total export of plastic goods, while the export of processed plastic goods has

registered a negative growth from 45 % to 9 %. According to recent reports, the

industry is said to be losing an opportunity of USD 300 million through value addition

on the raw materials that are exported.

The top 10 trading partners for Indian plastic industry are

USA

UAE

Italy

UK

Belgium

Germany

Singapore

Saudi Arabia

China

Hong Kong

The Indian plastic exports were valued at about US$ 532 million during FY 2008 (1st half

FY2009 exports US $ 295 million). With significant capacity additions leading to over-



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capacity in domestic markets during FY2001 and beyond, polymer exports have increased

considerably. However, due to the lower competitiveness of the plastic products industry,

polymers have been exported directly.

1.3) Products

The major plastic products that India export are -

Raw Materials - PVC, polypropylene, polyethylene, polystyrene, ABS, polyester chips, urea /

phenol formaldehyde, master batches, additives, etc

Packaging - PP / HDPE woven sacks / bags / fabrics, poly-lined jute goods, box strapping,

BOPP tapes, a range of plastic sheeting / films (of PVC, PP, HDPE, nylon, FRP, PTFE,

acrylic, etc.), pouches, crates, bottles, containers, barrels, cans, carboys, shopping / carrier /

garbage bags.

Films - Polyester film, BOPP film, mesh, metalized / multilayer films and photo films

Consumer Goods - Toothbrushes, cleaning brushes, hair brushes, nail / cosmetic brushes,

combs, molded furniture (chairs, tables, etc.) house ware, kitchenware, insulated molded

house ware, microwave re-hearable containers, mats and mattresses, water bottles, gifts and

novelties, a range of stationery items like files, folders, mathematical instruments, etc.

Writing Instruments - Pens, ball pens, markers, sign pens, refills, etc.

Travel ware - Molded luggage, soft luggage, a range of bags like school bags / ladies

handbags, wallets, etc.

Leather Cloth / Artificial Leather Floor Coverings - Vinyl floor coverings and linoleums

Foam Boards Drip Irrigation Systems / Components Pipes & Pipe Fittings - Made of PVC,

HDPE, PP, FRP, nylon



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Water Storage Tanks Toys and Games Engineering Plastics - Auto components, parts for

various machinery / equipment in telecommunications, railways, electronics, etc.

Electrical Accessories FRP /GRP Products - Safety helmets / equipment, pipes, storage tanks,

etc.

Sanitary Fittings - Cisterns, toilet seats, bathroom fittings, etc.

Construction - PVC profiles, doors, windows, etc.

Tarpaulins Laminates Fishnets /Fishing Lines Cordage / Ropes / Twins Eyewear - Lenses,

spectacle frames, goggles, etc.

Laboratory Ware Surgical /Medical - Disposable syringes, blood / urine bags, I.V. sets, etc.



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1.4) Future Forecast

The Indian plastic industry clearly has the potential to continue its fast growth. However,

over the next few years, competition in the industry is expected to increase considerably, as a

result of global trends, which will become applicable to the liberalizing economy of country.

To survive the competition, both polymer manufacturers and processors will need to adopt

radically new methods and approaches to reduce costs, improve market and customer service

and management of performance.

The per capita consumption of plastics in India is well below the world average. However it

also reflects the many years of growth ahead, as the country's economy continues to grow and

upgrade the usage of products. Translating the expected growth rate into incremental demand,

it is obvious that the country will remain one of the largest sources of additional demand for

almost all kinds of plastics.

1.5) Global Market scenario of EPS market:-

The EPS market has seen strong growth globally, driven by the construction sector where it is

one of the top choices for insulation. According to US-based consultants CMAI, global

demand grew at an average of 5.5%/year in the 2005-2010 period.

In Western Europe, the new building insulation requirements are boosting demand, offsetting

the decline in packaging applications. The European Union plans to extend the Energy

Performance in Buildings Directive (EPBD) to include renovated buildings from 2009,

including the majority of small buildings. The EU is also expected to specify minimum

energy performance in buildings.



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The European insulation market for EPS is expected to see more than 20% growth by 2010,

according to the manufacturer Nova Innovate. The total EPS market in Europe is estimated to

be 1.21m tones with construction applications including building insulation accounting for

70% of demand.

The European EPS market is balanced to tight following some plant closures. However, there

are a number of projects underway. BASF will expand capacity by 130,000 tones/year at

Ludwigshafen, Germany, by end of 2008. Suncor Kunststoff is building a 100,000 tones/year

EPS plant in St Poelten, Austria, due on stream in 2009. Smaller expansions are planned in

Poland, Hungary and Czech Republic.

China is the largest market for EPS accounting for one-third of global demand. The booming

Chinese economy has boosted demand for EPS in the packaging of a variety of items such as

consumer electronics, personal computers and household items. At the same time, the

growing construction and building industry has ensured that demand for block flame

retardant EPS, which is used in insulation panels for buildings and bridges, remains buoyant.

However, extensive new EPS capacity has been added in northeast Asia, especially China. As

a result, the Chinese market is oversupplied with reports that most facilities operate at around

50-70% of capacity. Hence, northeast Asian producers are targeting the export markets of

Europe, the Middle East and Africa


http://www.icis.com/v2/companies/9145137/basf.html


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Chapter 2) Company Profile/Analysis

Company Profile: - Bright Eps Products Pvt. Ltd.

Company is a manufacturing firm engaged in to production of EPS - Styrofoam/Thermocol

cups & Containers of various sizes. We offer very competitive price to our regular buyers.

Also available complete range of EPs Cup production line including Pre Expander, 6 Cavity

Moulding machine.

Basic Information

Company Name: Bright Eps Products Pvt. Ltd.

Business Type: Manufacturer

Product/Service

(We Sell):

Expandable Polystyrene, EPS Cups & Containers. EPS Cup

Moulding Machies

Address: B-803, Premium House, Ashram Road, Ahmedabad-380009

Number of Employees: 11 - 50 People

Ownership & Capital

Year Established: 2005

Legal

Representative/Business

Owner:

Yogesh Sharma



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Trade & Market :-

Main Markets :-

North America

South America

Western Europe

Eastern Europe

Eastern Asia

Southeast Asia

Mid East

Africa

Total Annual Sales Volume :- US$1 Million - US$2.5 Million

Factory Information

No. of R&D Staff: Less than 5 People



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DETAILS OF MR. YOGESH SHARMA

Mr. Sharma aged about 44 years by qualification, he is a qualified engineer and at present he

is proprietor of M/s BRIGHT EPS PRODUCTS PVT LTD.

He has been involved into the industrial marketing since last 9 years.

Before entering into the business Mr. Sharma worked for several companies of good repute

like BATLIBOI & CO., ELGI POLYTEX LTD. As a key marketing personal for 12 years.

DETAILS OF SANJEEV GAUR

Mr. gaur aged about 34 years and by qualification, he is a qualified engineer and at present he

is a proprietor of M/s BRIGHT EPS PRODUCTS PVT LTD.

Before entering into the business, he was engaged marketing of heavy engineering machines

like CNC leach, boring, and shaping and drill machine for Kirloskar group companies for 5

years.



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2.1) Introduction of the Product:-

Polystyrene

Polystyrene product remains very popular with consumers. All polystyrene packaging

markets continue to grow, with more than 1.4 billion pounds sold in 1999, representing 22%

of the polystyrene market. Polystyrene service products are an attractive choice because of

their excellent insulation properties, their low cost compare to others disposable materials and

materials and reusable, their lower overall life cycle energy and environmental impacts and

their protection of public health and sanitation. However, the properties of polystyrene that

makes it an excellent packaging material, its light weight, energy efficiency strength and

product performance, work against economics of recycling this material.

Sanitary

test have shown that disposable food service were (such as polystyrene cups, plates and

utensils ) is more sanitary then reusable service were ,health officials who regulate food

service operation in schools ,hospitals and restaurant recognize this important product

benefit.

Environmental safety

All polystyrene packaging comprises only a tiny fraction of the material that goes in to our

landfills in fact less than one percent in weights of the total municipal solid waste disposed

polystyrene. Paper and paper board products make up the largest category of material (about

31%) disposed in our landfills.

EPS contains 95-98% air another 2.5% is polystyrene which is pure hydrocarbon. CFC’s is

chlorofluorocarbons which is totally different chemicals structure from polystyrene. CFC’s



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has very low blowing point and uneasy to be maintained in EPS beads. There for EPS foam

never used CFC’s at any stage of production. The blowing agent used since EPS foam was

first introduced in 1952 by BASF of Germany is pentane gas which does not contain any

chlorine atoms CFC’s.

Expanded polystyrene packaging

A polystyrene (Thermocol) food tray.

Polystyrene is an aromatic polymer made from the aromatic monomer styrene, a liquid

hydrocarbon that is commercially manufactured from petroleum by the chemical industry.

Polystyrene is one of the most widely used kinds of plastic.

Polystyrene is a thermoplastic substance, which is in solid (glassy) state at room temperature,

but flows if heated above its glass transition temperature (for molding or extrusion), and

becomes solid again when it cools off. Pure solid polystyrene is a colorless, hard plastic with

limited flexibility. It can be cast into molds with fine detail. Polystyrene can be transparent or

can be made to take on various colors.


http://en.wikipedia.org/wiki/Transparency_(optics)

http://en.wikipedia.org/wiki/Molding_(process)

http://en.wikipedia.org/wiki/Glass_transition_temperature

http://en.wikipedia.org/wiki/Thermoplastic

http://en.wikipedia.org/wiki/Plastic

http://en.wikipedia.org/wiki/Chemical_industry

http://en.wikipedia.org/wiki/Petroleum

http://en.wikipedia.org/wiki/Hydrocarbon

http://en.wikipedia.org/wiki/Styrene

http://en.wikipedia.org/wiki/Monomer

http://en.wikipedia.org/wiki/Polymer

http://en.wikipedia.org/wiki/Aromaticity

http://en.wikipedia.org/wiki/File:Envase_de_yogur.jpg


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Solid polystyrene is used, for example, in disposable cutlery, plastic models, CD and DVD

cases, and smoke detector housings. Products made from foamed polystyrene are nearly

ubiquitous, for example packing materials, insulation, and foam drink cups.

Polystyrene can be recycled, and has the number "6" as its recycling symbol. Polystyrene

does not biodegrade, and is often abundant as a form of pollution in the outdoor environment,

particularly along shores and waterways.

2.2) Benefits of the thermocol food tray:-

Recycling

The resin identification code symbol for polystyrene

Currently, the majority of polystyrene products are not recycled. Expanded polystyrene scrap

can be easily added to products such as EPS insulation sheets and other EPS materials for

construction applications. Commonly, manufacturers cannot obtain sufficient scrap because

of the aforementioned collection issues. When it is not used to make more EPS, foam scrap

can be turned into clothes hangers, park benches, flower pots, toys, rulers, stapler bodies,

seedling containers, picture frames, and architectural molding from recycled PS.[27]

Recycled EPS is also used in many metal casting operations. Rastra is made from EPS that is

combined with cement to be used as an insulating amendment in the making of concrete

foundations. American manufacturers have produced insulated concrete forms made with

approximately 80% recycled EPS since 1993. However, polystyrene recycling is not a closed


http://en.wikipedia.org/wiki/Insulated_concrete_forms

http://en.wikipedia.org/wiki/Rastra

http://en.wikipedia.org/wiki/Polystyrene#cite_note-26

http://en.wikipedia.org/wiki/Resin_identification_code

http://en.wikipedia.org/wiki/Environment_(biophysical)

http://en.wikipedia.org/wiki/Biodegrade

http://en.wikipedia.org/wiki/Resin_identification_code

http://en.wikipedia.org/wiki/Cutlery

http://en.wikipedia.org/wiki/File:Resin-identification-code-6-PS.svg

http://en.wikipedia.org/wiki/File:Resin-identification-code-6-PS.svg


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loop, producing more polystyrene; polystyrene cups and other packaging materials are

instead usually used as fillers in other plastics, or in other items that cannot themselves be

recycled and are thrown away.[citation needed]

Incineration

If polystyrene is properly incinerated at high temperatures, the only chemicals generated are

water, carbon dioxide, some volatile compounds, and carbon soot.[28] According to the

American Chemistry Council, when polystyrene is incinerated in modern facilities, the final

volume is 1% of the starting volume; most of the polystyrene is converted into carbon

dioxide, water vapor, and heat. Because of the amount of heat released, it is sometimes used

as a power source for steam or electricity generation.[29]

When polystyrene was burned at temperatures of 800-900 °C (the typical range of a modern

incinerator), the products of combustion consisted of "a complex mixture of polycyclic

aromatic hydrocarbons (PAHs) from alkyl benzenes to benzo[ghi]perylene. Over 90 different

compounds were identified in combustion effluents from polystyrene."[30]

When burned without enough oxygen or at lower temperatures (as in a campfire or a

household fireplace), polystyrene can produce polycyclic aromatic hydrocarbons, carbon

black, and carbon monoxide, as well as styrene monomers.[28][31]

Burial

Foam cups and other polystyrene products can be safely buried in landfills, since it is as

stable as concrete or brick. No plastic film is required to protect the air and underground

water.

Reducing

Some effort is being made to find alternatives to polystyrene foam, especially in restaurant

settings. Restricting the use of foamed polystyrene takeout food packaging is a priority of

many solid waste environmental organizations. However, the Plastics Foodservice Packaging

Group counters that in US, less than 1% by weight of solid waste disposed is polystyrene. A


http://en.wikipedia.org/wiki/Environmental_organization

http://en.wikipedia.org/wiki/Brick

http://en.wikipedia.org/wiki/Concrete

http://en.wikipedia.org/wiki/Landfill


http://en.wikipedia.org/wiki/Polystyrene#cite_note-burning-27

http://en.wikipedia.org/wiki/Carbon_monoxide

http://en.wikipedia.org/wiki/Carbon_black

http://en.wikipedia.org/wiki/Carbon_black

http://en.wikipedia.org/wiki/Polycyclic_aromatic_hydrocarbon



http://en.wikipedia.org/wiki/Electricity_generation

http://en.wikipedia.org/wiki/Steam

http://en.wikipedia.org/wiki/American_Chemistry_Council

http://en.wikipedia.org/wiki/Polystyrene#cite_note-burning-27

http://en.wikipedia.org/wiki/Wikipedia:Citation_needed


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campaign to achieve the first ban of polystyrene foam from the food & beverage industry in

Canada was launched in Toronto as of January 2007, by local non-profit organization

NaturoPack.[32]. Portland, Ore., and San Francisco are among about one hundred cities in the

United States that currently have some sort of ban on polystyrene foam in restaurants. For

instance, in 2007 restaurants in Oakland, California were required to switch to disposable

food containers that will biodegrade if added to food compost.[33]

Although polystyrene can be recycled at recycling facilities, most polystyrene is not recycled.

The EPA (United States Environmental Protection Agency) estimates that 25 billion

polystyrene cups are tossed every year. Since polystyrene degrades very slowly- more than

500 years for a single cup- the EPA considers this a serious environmental problem. Several

green leaders, from the Dutch Ministry of the Environment to Starbucks' Green Team, advise

that individuals reduce their environmental impact by using reusable coffee cups.[34]

Finishing

In the United States, environmental protection regulations prohibit the use of solvents on

polystyrene (which would dissolve the polystyrene and de-foam most foams anyway).[citation

needed]

Some acceptable finishing materials are

Water-based paint (artists have created paintings on polystyrene with gouache)[citation

needed]

Mortar or acrylic/cement render, often used in the building industry as a weather-hard

overcoat that hides the foam completely after finishing the objects.[citation needed]

Cotton wool or other fabrics used in conjunction with a stapling implement.[citation needed]

Health and fire hazards

There has been concern about the trace presence of polystyrene's production chemicals in the

final plastic product, most of which are toxic if not removed. For instance benzene, which is


http://en.wikipedia.org/wiki/Benzene



http://en.wikipedia.org/wiki/Mortar_(masonry)



http://en.wikipedia.org/wiki/Gouache

http://en.wikipedia.org/wiki/Painting

http://en.wikipedia.org/wiki/Artist

http://en.wikipedia.org/wiki/Paint




http://en.wikipedia.org/wiki/United_States_Environmental_Protection_Agency



http://en.wikipedia.org/wiki/NaturoPack

http://en.wikipedia.org/wiki/Toronto

http://en.wikipedia.org/wiki/Canada


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used to produce ethyl benzene for styrene, is a known carcinogen. As well, unpolymerized

styrene may pose health risks.

However,

Based on scientific tests over five decades, government safety agencies have determined that

polystyrene is safe for use in foodservice products. For example, polystyrene meets the

stringent standards of the U.S. Food and Drug Administration and the European

Commission/European Food Safety Authority for use in packaging to store and serve food.

The Hong Kong Food and Environmental Hygiene Department recently reviewed the safety

of serving various foods in polystyrene foodservice products and reached the same

conclusion as the U.S. FDA.[35]

and from 1999 to 2002, a comprehensive review of the potential health risks associated with

exposure to styrene was conducted by a 12 member international expert panel selected by the

Harvard Center for Risk Assessment. The scientists had expertise in toxicology,

epidemiology, medicine, risk analysis, pharmacokinetics, and exposure assessment.

The Harvard study reported that styrene is naturally present in foods such as strawberries,

beef, and spices, and is naturally produced in the processing of foods such as wine and

cheese. The study also reviewed all the published data on the quantity of styrene contributing

to the diet due to migration of food packaging and disposable food contact articles, and

concluded there is no cause for concern for the general public from exposure to styrene from

foods or styrene materials used in food-contact applications, such as polystyrene packaging

and food service containers.[36]

There are, of course, studies concerning polystyrene containers used for food packaging

which find that styrene oligomers migrate into the food.[37]. For instance, one Japanese study

conducted on wild-type and AhR-null mice found that the styrene trimer, which the authors

detected in cooked polystyrene container-packed instant foods, may increase thyroid

hormone levels.[38]






http://en.wikipedia.org/wiki/Ethylbenzene


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In addition to fire hazard, polystyrene can be dissolved by substances that contain acetone

(such as most aerosol paint sprays), and by cyanoacrylate glues.

2.3) Foams

Polystyrene foams are good thermal insulators and are therefore often used as building

insulation materials, such as in structural insulated panel building systems. They are also used

for non-weight-bearing architectural structures (such as ornamental pillars). PS foams exhibit

also good damping properties, therefore it is used widely in packaging.

Expanded polystyrene

Expanded polystyrene (EPS) is a rigid and tough, closed-cell foam. It is usually white and

made of pre-expanded polystyrene beads. Familiar uses include molded sheets for building

insulation and packing material ("peanuts") for cushioning fragile items inside boxes. Sheets

are commonly packaged as rigid panels (size 4 by 8 or 2 by 8 square feet in the United

States), which are also known as "bead-board". Thermal resistivity is usually about 28

m·K/W (or R-4 per inch in American customary units). Some EPS boards have a flame

spread of less than 25 and a smoke-developed index of less than 450, which means they can

be used without a fire barrier (but require a 15 minute thermal barrier) according to US

building codes. A growing use of EPS in construction is insulating concrete forms. The

density range is about 16–640 kg/m3.[3] The most common processing method is thermal

cutting with hot wires.[11]

Extruded polystyrene foam

Extruded polystyrene foam (XPS) consists of closed cells, offers improved surface roughness

as higher stiffness and reduced thermal conductivity. The density range is about 28 –

45 kg/m3.

Extruded polystyrene material is also used in crafts and model building, particularly

architectural models. Because of the extrusion manufacturing process, XPS does not require

facers to maintain its thermal or physical property performance. Thus, it makes a more


http://en.wikipedia.org/wiki/Architecture

http://en.wikipedia.org/wiki/Model_(physical)

http://en.wikipedia.org/wiki/Craft


http://en.wikipedia.org/wiki/Polystyrene#cite_note-pse1-2

http://en.wikipedia.org/wiki/Insulating_concrete_forms

http://en.wikipedia.org/wiki/Building_code#United_States

http://en.wikipedia.org/wiki/Building_code#United_States

http://en.wikipedia.org/wiki/Smoke-developed_index

http://en.wikipedia.org/wiki/Flame_spread

http://en.wikipedia.org/wiki/Flame_spread

http://en.wikipedia.org/wiki/Watt

http://en.wikipedia.org/wiki/Kelvin

http://en.wikipedia.org/wiki/Thermal_resistivity

http://en.wikipedia.org/wiki/Rigid_panel

http://en.wikipedia.org/wiki/Foam_peanut

http://en.wikipedia.org/wiki/Column

http://en.wikipedia.org/wiki/Cyanoacrylate

http://en.wikipedia.org/wiki/Aerosol_spray

http://en.wikipedia.org/wiki/Acetone


2010

uniform substitute for corrugated cardboard. Thermal resistivity is usually about 35 m·K/W

(or R-5 per inch in American customary units).

Environmental impact

Discarded polystyrene does not biodegrade for five hundred years and is resistant to

photolysis.[12] Because of this, very little of the waste discarded in today's modern, highly

engineered landfills biodegrades. Because degradation of materials creates potentially

harmful liquid and gaseous by-products that could contaminate groundwater and air, today's

landfills are designed to minimize contact with air and water required for degradation,

thereby practically eliminating the degradation of waste.[13]

Polystyrene foam is a major component of plastic debris in the ocean, where it becomes toxic

to marine life. Foamed polystyrene blows in the wind and floats on water, and is abundant in

the outdoor environment. Weathering by wind, sun, rain, and wave action degrade

polystyrene to known and suspected carcinogens, including styrene monomer (SM), styrene

dimer (SD) and styrene trimer (ST). [14] [15][16] However, styrene is an organic, naturally

occurring substance in our environment and to date, no regulatory body anywhere in the

world has classified styrene as a known human carcinogen, although several refer to it in

various contexts as a possible or potential human carcinogen.[17] Furthermore, styrene is

quickly broken down in the air, evaporates quickly in shallow soil and water, and what

remains in soil and water can be further broken down by bacteria and microorganisms.[18][19]

Polystyrene foams are produced using blowing agents that form bubbles and expand the

foam. In expanded polystyrene, these are usually hydrocarbons such as pentane, which may

pose a flammability hazard in manufacturing or storage of newly manufactured material, but

have relatively mild environmental impact. However, extruded polystyrene is usually made

with hydro chlorofluorocarbons (HCFC) blowing agents which have effects on ozone

depletion and on global warming. Their ozone depletion potential is greatly reduced relative

to chlorofluorocarbon (CFC) which were formerly used, but their global warming potential


http://en.wikipedia.org/wiki/Global_warming_potential

http://en.wikipedia.org/wiki/Chlorofluorocarbon

http://en.wikipedia.org/wiki/Hydrochlorofluorocarbon

http://en.wikipedia.org/wiki/Pentane

http://en.wikipedia.org/wiki/Hydrocarbon




http://en.wikipedia.org/wiki/Carcinogen






http://en.wikipedia.org/wiki/Photolysis

http://en.wikipedia.org/wiki/Biodegrade

http://en.wikipedia.org/wiki/Corrugated_cardboard


2010

can be on the order of 1000 or more, meaning it has 1000 times greater effect on global

warming than does carbon dioxide.[20]

That being said, global warming regulations should have minimal direct impact on the PS

industry. There are few greenhouse gas emissions generated by the PS industry in comparison

to other industries such as oil refineries and automobiles.[21]

Regardless, on September 21, 2007, approximately 200 countries agreed to accelerate the

elimination of hydro chlorofluorocarbons entirely by 2020 in a United Nations-sponsored

Montreal summit. Developing nations were given until 2030.[22] Ultimately, hydro

fluorocarbons (HFCs) will replace HCFCs with essentially no ozone destruction.

While there is less concern about the health effects of EPS itself, the brominates flame

retardants used in most EPS foam (decaBDE or hexabromocyclododecane are the most

commonly used) could possibly create health and environmental risks that are generating

some concern with the EPA.[23]

Since the early 1990s, starch-based foam packing peanuts have been used as a replacement

for PS packing peanuts. Foamed poly-lactic acid (PLA), marketed as Biofoam[24], has also

been developed.



http://en.wikipedia.org/w/index.php?title=Poly-lactic_acid&action=edit&redlink=1

http://en.wikipedia.org/wiki/Foam_peanut#Starch-based_packing_peanuts


http://en.wikipedia.org/wiki/Hexabromocyclododecane

http://en.wikipedia.org/wiki/Brominated_flame_retardants

http://en.wikipedia.org/wiki/Brominated_flame_retardants





2010

Expandable Polystyrene (EPS) Uses :-

Expandable polystyrene (EPS) is a rigid cellular form of polystyrene with good thermal

insulation and shock absorbing properties, high compressive strength, very low weight and

resistance to moisture. These properties of EPS bring many benefits, in particular to the

construction and packaging industries.

Building and construction applications are the largest outlet for EPS accounting for around

two-thirds of demand. Large quantities are used to make insulation foam for closed cavity

walls, roofs and floor insulation. EPS foam also finds uses in road construction, bridges,

drainage, flotation and sound insulation.

The other main application of EPS is in packaging. Food items such as eggs, meat, fish and

poultry can be packed with EPS which is also used to make vending cups and containers for

carry-out meals. The good shock absorbency of EPS makes is suitable for the packaging of

delicate electronic goods.


http://www.icis.com/v2/chemicals/9076433/polystyrene.html


2010

Other uses for EPS include providing protection in crash helmets and as decoration in design

work.

2.4) Properties of EPS

Below are some key properties of expandable polystyrene:

1. Ability to be module in to complex shapes

2. High compressive strength at low densities

3. High dynamic stiffness

4. Good thermal properties

5. Low thermal conductivity

6. Low thermal expansion

7. Structurally stable between 180c and 85c

8. High durability

9. Low water vapor diffusion and water absorption

10. Resistance to wide range of chemical and other media

11. Resistance to biological attach

12. Flame retardancy (for specific grades)

13. Very low weight after molding

BRIGHT EPS PRODUCTS PVT LTD.. manufactures recycle plastic granules.

The product has wide usage in low cost plastic items of industrial usage and house hold

usages. The usage where special quality plastics are not required the recycled plastic play a

major role as a cheap and reliable source of usage.

The recycled plastic granules are used in many usages like manufactures baskets, buckets

office items, school items industrial application etc.

Government encouragement and society’s acceptance as a cheap source is the two wheels on

which industry moves on.



2010

2.5) MARKET USAGE

At consumer level

it guards against leaking and keeps its shape when holding your take-out meal.

It keeps hot food hot and cool food cool, while you package in comfort.

It cradles your fruits, vegetables, eggs and meat to keep them intact.

It is an excellent low-cost and sanitary choice for food service packaging.

It protects valuable shipments without adding significant weight.

Schools, hospitals, nursing homes, supermarkets, restaurant and sports stadium are among the

many institution and businesses that rely on polystyrene packaging. Its sturdy construction

and sanitary design provide excellent insulation at an economic cost.

At industry level

Insulation of flat and pitched roofs, of floors and cavity type walls.

Load baring and protective walls against the effects of temperature and noise.

External walls can be coated with thermal insulation lightweight EPS plaster,

made by bricks, made with the same technique.

Lightweight concentrate and porous bricks, made with the same technique.

Sandwich units.

Earth work and road construction frost protection later in road and road rail

construction.

Load distributing substructure for road and bridges.



2010

2.6) MARKET AND MARKETING FACILITY

BRIGHT EPS PRODUCTS PVT LTD. is operating in local Ahmadabad since last …5..

Years

The recycled plastic granules are cheaper variants of plastic raw material and it has almost

equal technique strengths at a cheaper cost this makes it more acceptable as there is a huge

market for cheap plastic usage items.

Increase in the cost of crude and its subsequent impact on plastic item has encouraged the re

proceed plastic as it is cheaper.

Increase in plastic consumption and introduction of newer application and designs are making

plastic as more way of life product. This has increase demand for plastic.

BRIGHT EPS PRODUCTS PVT LTD. is making a basic raw material for ever growing

plastic industry at a much cheaper rate. the buyers network is well established by the firm.

At present BRIGHT EPS PRODUCTS PVT LTD. is already getting its material process on

contractual basis by third parties. With creation of owned production facilities better profit

margin with more consistent. Production quantity and better adherence of time scheduled will

be achieved by BRIGHT EPS PRODUCTS PVT LTD. This will also helpful to create better

market.

Huge, local market of Ahmadabad where BRIGHT EPS PRODUCTS PVT LTD. is operating

since …5…years will easily absorb this micro size production.



2010

2.7) INSTALLED CAPACITIES

BRIGHT EPS PRODUCTS PVT LTD. will have capacity of 1.5 tons per day for granules.

On this basis annualized capacity is calculated for 3oo working days are 450 ton per annum.

Initial capacity: one machine produces 25000 cups per day.

Present installed capacity: Two machines produced 50000 cups per day.

Full expansion through this project: for machine produces 100000 cups per day.

Plant & machineries are as under.

1. Prexpander

2. EPS plant expander plant

3. Compressor

4. Boiler

5. Cooling plant

6. Molds

Company intends to expand further manufacturing industry EPS products to be wildly used in

civil, construction as well as infrastructure industries in making road and bridges.

In future company can also get into shape molding products. Widely used for packaging of

television, electrical application, helmet ice box sheet from and blocks from for road

construction.

2.8) PRESENT USER OF THESE CONSUMABLE PRODUCTS

At present usage of these consumable products has shown increasing trend repairing plastic

and paper replacing products due to poor quality in hygienic raw material and conductivity

which may leave bad odor in to material contained.

We can see usage of product in our day to day life at following place.

Food joints: like dairy Dan, choice barista coffee’s shops tea stalls etc..



2010

Multiplex theaters like fun republic city gold etc…

2.9) Process development:-

Raw material

Pre expansion

Desired density achieve

Goes to molding machine


DIE

Glass molding

Shape molding

Block moldong

100ml 150ml

2ooml 250ml

300ml and ice-cream bowl

Packaging

FOOD TRAY

Thermocol sheet


2010

Explanation about process development of thermocol food tray :-

Raw material:-

Basic raw material is EPS granules. These granules are available in different size according

to its end use. This size varies from 0.5 mm to 1.5 mm. smaller beads are required for Cup

Molding process and bigger beads are required for shape and block molding process.

And then we move to second stage.

Pre Expansion: - pre expansion stage include pre expander machine.

With the help of the pre expander machine EPS beads are fed with steam and air in pre

specified temperature and pressure to attain the specific density of the material. When EPS

beads are mixed with the steam and air. They get expanded in size. This beads are weighed

and when required weight is achieved (density – in grams per liter) material is fed constantly.

This material is then passed through a drier to absorb the moisture content. Then it stored in

Silo which are Filter Fabric bags.

Now we move in to the last stage

Goes to molding machine:-now in molding machine we can produce three different kind of

product like

1) Cup / Container molding

2) Shape molding

3) Block molding

In glass molding there are different types like 100ml glass to 300 ml glass and by using glass

molds we can produce ice-cream bowl also.



2010

In shape molding us produce packaging related items it’s also include our product food tray.

And in block molding we can produce different kind of thermocol sheets.

So this is a process development of the product so we can know how the product is made.

Company also produces so many other products the lists of the product are as under.

Plastic Products > Thermocole Balls Bean Baf Balls

Plastic Products > Thermocol Balls EPS Beads

Machine > Disposable Foam Cups Making Machine

Packaging Materials > Styrofoam Container Disposable Styrofoam Containers

Packaging Materials > Styrofoam Cups Styrofoam Cup

Packaging Materials > Foam Cups Disposable Foam Cup

Packaging Materials > Disposable Foam Container Disposable Foam Containers

Machine > Styrofoam Cups Making Machine Styrofoam Cups Machine

Machine > EPS Cups Making Machine EPS Cups Machine

Machine > Thermocol Cup Making Machine Thermocol Cups Machine

Packaging Materials > Disposable Styrofoam Cups Disposable Styrofoam Cup

Packaging Materials > Disposable EPS Cups EPS Cups


http://www.ask4plastic.com/viewpost.asp?auto=19670&s=Disposable+EPS+Cups+EPS+Cups

http://www.ask4plastic.com/packaging-materials.htm

http://www.ask4plastic.com/viewpost.asp?auto=19671&s=Disposable+Styrofoam+Cups+Disposable+Styrofoam+Cup


http://www.ask4plastic.com/viewpost.asp?auto=19672&s=Thermocol+Cup+Making+Machine+Thermocol+Cups+Machine

http://www.ask4plastic.com/plastic-packaging-rubber-machines.htm

http://www.ask4plastic.com/viewpost.asp?auto=19673&s=EPS+Cups+Making+Machine+EPS+Cups+Machine


http://www.ask4plastic.com/viewpost.asp?auto=19674&s=Styrofoam+Cups+Making+Machine+Styrofoam+Cups+Machine


http://www.ask4plastic.com/viewpost.asp?auto=22751&s=Disposable+Foam+Container+Disposable+Foam+Containers


http://www.ask4plastic.com/viewpost.asp?auto=22752&s=Foam+Cups+Disposable+Foam+Cup


http://www.ask4plastic.com/viewpost.asp?auto=22753&s=Styrofoam+Cups+Styrofoam+Cup


http://www.ask4plastic.com/viewpost.asp?auto=22754&s=Styrofoam+Container+Disposable+Styrofoam+Containers


http://www.ask4plastic.com/viewpost.asp?auto=22755&s=Disposable+Foam+Cups+Making+Machine


http://www.ask4plastic.com/viewpost.asp?auto=25799&s=Thermocol+Balls+EPS+Beads

http://www.ask4plastic.com/plastic-rubber-products.htm

http://www.ask4plastic.com/viewpost.asp?auto=25891&s=Thermocole+Balls+Bean+Baf+Balls

http://www.ask4plastic.com/plastic-rubber-products.htm


2010

Packaging Materials > Disposable Thermocol Cups Thermocol Cups

2.10) Competitive position – Porter’s five forces model:

Porter’s Five- forces model:

Michael Porter provided a framework that models an industry as being influenced by five

forces. The strategic business manager seeking to develop an edge over rival firms can use

this model to better understand the industry context in which the firm operates.

Industry competitors ;

Some of the major player in EPS products market is as follows: Bosch,

National, Windsor, and Vital, S foam etc.

So in this market there are few competitors available but from the company I

know that company currently have 40% market share in their current products.

So we can say that intensity of competitor is medium. The competition in this

market is healthy.

Bargaining power of suppliers ;

The companies like, BASF India, LG polymers India, Shir-ho petrochemical Are the

manufacturer of polystyrene granules.

Basically LG India is the main supplier of our firm.

So there are few suppliers here so we can say that bargaining power of supplier is a

low. If one supplier takes high price our company can switch over to other company.


http://www.ask4plastic.com/viewpost.asp?auto=19669&s=Disposable+Thermocol+Cups+Thermocol+Cups



2010

Bargaining power of buyers ;

These type of EPS products has seasonal demand. So the bargaining power of

buyers is depend upon season.

The other factors are; quantity demanded by buyers & availability of stock in the

market.

So the bargaining power of buyers is very high in this product.

Substitutes;

Plastic tray, paper tray, & cups made from other disposable material; these type

products are substitutes of EPS food tray Products.

These types of other substitutes have approximate demand as EPS products have.

So, this type of products’ manufacturer is also good competitors of our company.

So from the above detail I conclude that bargaining power of this substitute

product is very high.



2010

Potential entrants ;

Entry barrio in the industry of EPS products is very low. Any entrepreneur who

has knowledge about polystyrene & its moulding process & have enough capital

can enter in the industry of EPS products.

However, the exit barriers in this industry are very high. Any player wanting to

shut down, the costs would be very high as this kind of infrastructure has very

high depreciable value and no resale value

So from the above details I conclude that entry barrio is low. And this market is

very attractive so potential entrance is very high.

So here I analyze company on porter’s five forces and I find most of the forces are favorable

to the company so I can say that company can cover maximum market share in future and

company can also make high turnover and very good profitability in the future.



2010

2.11) SWOT ANALYSIS OF Bright EPS products pvt. Ltd:

Strengths ;

Our company has four machines, which has capacity of producing 25,000 units per

day, means we can produce 1, 00,000 units per day.

Company have good infrastructure so company can produce high volume of products

and also have facility to store that products for long time.

In this type of EPS products market, we can get more order than other companies by

giving our customer fastest delivery [they prefer that] & we can storage large volume of

products.

Weaknesses ;

These type of EPS product has seasonal demand. So, this type of demand

uncertainty results in variation in price & profit.

Another weakness is price of the product our product made from EPS which have

superior quality then its substitute like plastic and paper products. So company has

high price then its substitutes

.



2010

Company also have to send their products in to different cities but company don’t

have any other branch or factory in other cities so company produce additional

transport cost from its competitor.

Opportunities :

The main opportunity is now more and more people are from working group and they

prefer to eat their meals from restaurant because they have shortage of time. so there

are very good growth in this sector in the future.

Other opportunity is in this market a very few people sale thermocol food tray so we

can get maximum market share of plastic and paper food tray in a very short time of

period.

.

Threat;

The other competitor BOSCH LTD. has high market share in this type of EPS

products’ market.

Each city we have supply our product, BOSCH ltd, have their commercial

distributors. So, they can reduce their transport cost & keep their price low. This

thing is benefit to them & threat for us.



2010

So from the above swot analysis of company I concluded that company has many good

point then the week points so the company future is very bright .

2.12)Future Plans;

A company wants to launch A new thermocole food tray in market.

Mr. Yogesh Sharma thinks that at present most of the hotels & restaurants are using

plastic & other disposable food tray for packing for home delivery service.

A company wants to expand their business in Sauratra, kutch, & south Gujarat region

etc.

They are selling their product in Ahmadabad, and north & east Gujarat now. So, they

want to start their business in Sauratra, kutch,& south Gujarat region etc.

For this purpose, I had to visit Gandidham, Bhuj, Vapi & Surat. And I would have to

find distributors and/or wholesalers of disposable products. Then , I would have to

know which companies product they are using currently. And they were informed

about our companies’ product .Thus ,I have to do marketing there.



2010

Chapter 3. Research Methodology

3.1) Scope of the Study :-

• The scope of the study is to help the company by giving the information of current

market situation of thermocol food tray like the market demand for the current food

tray and the price of the current food tray. And also the customer response towards

thermocol food tray.

3.2) Objective of the study:-

• To Study the market potentiality of the thermocol food tray.

• To Study the customer response for the thermocol food tray.

• To apply different marketing concept in corporate world.

• To Study the market environment for the themocol food tray.

• To Study the current market demand of the food tray



2010

• To Study the price of the current food tray

• To Study the customer requirement for the product

3.3) Limitation ;

Some people have not give right answer. Related to the price of their current food

tray.

Survey is limited to Ahmedabad city only. And company also plans to sell their

product in other cities also.

We have not enough samples to show people.

3.4) Experience

It was a great experience, we can improve our marketing skills, like how to inter act

with corporate people & how to give explain our products to them.

Each person is different, some people take interest with us and some people do not

take interest. So, we have to know how to taken this type of condition, & know how

interact with this type of condition.



2010

3.5)Methodology :-

This chapter describes the methodology of the study this project is based on information

collected from primary sources .after the detailed study an attempt has been made to present

comprehensive analysis of this new product a thermocol food tray. The data had been used to

cover various aspects like consumption consumer preference and customers reference

regarding thermocol food tray.

Design:

--- the study is cross sectional study because the data were collected at a single point

of time. For the purpose of present study a related sample of population was selected on the

basis of confidence.

Sample size & units:

A sample of 40 people was taken on the basis of convenience. The actual customers

were contacted on the basis of random sampling.

Sample unit:- restaurant and Tiffin service provider.



2010

Research instrument:-

The work is carried out through self administrated questionnaires. The question included

were open ended, dichotomous and offered multiple choices.

Data collection:-

The data which is collected for the purpose of study, is divided in to two basis:

Primary data:- Primary sources the primary data comprises information survey of

“comparative study of consumer behavior towards thermool food tray” the data has

been collected directly from respondent with the help of structured questionnaires.

Secondary data: The secondary data collected from internet, references from the

library.



2010

Chapter 4)

ANALYSIS OF THE STUDY

4.1) Why this products

Polystyrene service products are an attractive choice because of their excellent

insulation properties ,their low cost compared to other disposable materials.&

reusable and their lower overall life cycle energy &environment impact, and their

protection of public health sanitation

Polystyrene packing product markets is continuing to grow .it represents 22% of total

polystyrene market.

CUSTOMERS:

Distributor and/or whole seller of disposable products all over the Gujarat.



2010

And companies & factories nearby GIDC like changodar vatava ,satej naroda odhv

And for the current product customers are restaurants and Tiffin service providers.

Competitors

Bosch[HIGHEST MARKET SHARE]

National

Windsor

Vital

S foam etc.

4.2) A New product launch model



2010

{THE NEW PRODUCT LAUNCH MODLE}

Stage 1: Idea generation

In this stage we decide that Is the idea worth considering or not?

New product ideas have to come from somewhere. But where do organizations get their ideas

for NPD? Some sources include


IdeaGeneration

IdeaScreening

ConceptDevelopmentand Testing

MarketingStrategy

BusinessAnalysis

ProductDevelopment

TestMarketing

Commercialization


2010

The idea generation is very important item in new product launch in this stage we get idea

from the different sources like customer, competitor, distributor, suppliers.

We generate idea from the customer they want better service as a good food tray.

For this we do a market survey to find out customer needs and we get customer need good

reliable other then plastic and thick product as a food tray.

So , for the customer who needs these facility are find in our product of thermocol food tray.

So, this is how the idea of launching thermocol food tray generates.

Stage 2: Idea Screening

• Process to spot good ideas and drop poor ones as soon as possible. :- in this stage we

differentiate good idea and bad idea and select good idea and drop the poor ones.

• Many companies have systems for rating and screening ideas which estimate:


CUSTOMERS

CUSTOMERS

COMPETITORS

COMPETITORS

DISTRIBUTORS

DISTRIBUTORS

SUPPLIERS

SUPPLIERS

Idea Generation is the Systematic Search for

New Product Ideas Obtained Internally and

From:


2010

– Market Size: - To know the market size we do a survey and we get idea about

market size. Our market size is above 200000 food tray per month.

– Product Price :- we get idea about the price of the product from the our survey

is that current food tray selling at a price between 3 to 4 rs/tray because our

food tray is good quality customer are willing to take our food tray at rs.5 not

more than that. so company should take their price near to 5 rs/tray.

– Development Time & Costs still not decided because it is in pre survey stage

but looking in to company capacity it can develop in 1 month.

• Then, the idea is evaluated against a set of general company criteria.

Stage 3: Concept Development and Testing



2010

In this stage we have to develop the product ideas means what is the shape and finishing of

the product and how can we make it more effective. So in this stage we develop different

idea.

After developing the idea we test this idea with the group of target customers so we can get

best view on our product. We can decide what we plan for the product is right or wrong?

After using all the different ideas we select the best idea among the different alternatives.

So, this is how we can do concept development and market testing.


1. Develop Product Ideas into Alternative

Product Concepts

1. Develop Product Ideas into Alternative

Product Concepts

2. Concept Testing - Test theProduct Concepts with Groups

of Target Customers

2. Concept Testing - Test theProduct Concepts with Groups

of Target Customers

3. Choose the Best One3. Choose the Best One


2010

Stage 4: Marketing Strategy and

Development


Part Two Describes Short-Term:Product’s Planned Price

DistributionMarketing Budget

Part Two Describes Short-Term:Product’s Planned Price

DistributionMarketing Budget

Part Three Describes Long-Term:Sales & Profit Goals

Marketing Mix Strategy

Part Three Describes Long-Term:Sales & Profit Goals

Marketing Mix Strategy

Part One Describes Overall:Target Market

Planned Product PositioningSales & Profit Goals

Market Share

Part One Describes Overall:Target Market

Planned Product PositioningSales & Profit Goals

Market Share


2010

For the Marketing strategy and development we do the work in three stages

Stage 1) in this stage we decide our target market in our study it’s a restaurant who provide

home delivery services

then other strategy is positioning of our product in to the customer mind.

Then decide sales and profit goals in the future.

In the last we have to decide what is the market share we have to capture in the future?

Stage 2) In the second stage we decide short term plans like….

What is the product planned price? so we can easily enter in to the market it’s a very

important thing in this process the future of our product mostly depend on this question.

And the other question like how we distribute our product to the customer? So they cant face

any difficulty in getting the delivery of the product. and also what is the marketing budget for

the product?

So this type of short term question we decide in to the second stage.

Stage 3) in the last stage we decide long term plans like…

What is the sales and profit goals in the future?

And what are the different marketing mix strategies we have to use so we can easily achieve

our goals in long term also.



2010

Stage 5: Business Analysis

In this stage we have to business analysis.

For the business analysis we have to review our product sales, cost, and profit projection to

see if they meet company objectives or not?

If the above question answer comes in to negative. we have to eliminate product concept.

And answer comes in yes we have to move for the further product development.


Business Analysis

Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives

Business Analysis

Review of Product Sales, Costs, and Profits Projections to See if They Meet Company Objectives

If Yes, Move to Product Development

If Yes, Move to Product Development

If No, Eliminate Product ConceptIf No, Eliminate

Product Concept


2010

Stage 6: Product Development

Raw material

Pre expansion

Desired density achieve

Goes to molding machine


DIE

Glass molding

Shape molding

Block moldong

100ml 150ml

2ooml 250ml

300ml and ice-cream bowl

Packaging

FOOD TRAY

Thermocol sheet


2010

Explanation about process development of thermocol food tray :-

Raw material:-

Basic raw material is EPS granules. These granules are available in different size according

to its end use. This size varies from 0.5 mm to 1.5 mm. smaller beads are required for Cup

Molding process and bigger beads are required for shape and block molding process.And

then we move to second stage.

Pre Expansion: - pre expansion stage include pre expander machine.

With the help of the pre expander machine EPS beads are fed with steam and air in pre

specified temperature and pressure to attain the specific density of the material. When EPS

beads are mixed with the steam and air. They get expanded in size. These beads are weighed

and when required weight is achieved (density – in grams per liter) material is fed constantly.

This material is then passed through a drier to absorb the moisture content. Then it stored in

Silo which are Filter Fabric bags.Now we move in to the last stage

Goes to molding machine:-now in molding machine we can produce three different kind of

product like

1) Cup / Container molding

2) Shape molding

3) Block molding

In glass molding there are different types like 100ml glass to 300 ml glass and by using glass

molds we can produce ice-cream bowl also.



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In shape molding we produce packaging related items it’s also include our product food tray.

And in block molding we can produce different kind of thermocol sheets.

So this is a process development of the product so we can know how the product is made.

Stage 7: Test Marketing

There are three type of test marketing. Which we study in detail.

1) Standard test marketing:- in this marketing we select representative cities and do the

full marketing campaign in a very small number.


StandardTest Market

Full marketing campaignin a small number of representative cities.

StandardTest Market

Full marketing campaignin a small number of representative cities.

SimulatedTest Market

Test in a simulated shopping environment

to a sample of consumers.

SimulatedTest Market

Test in a simulated shopping environment

to a sample of consumers.

Controlled Test Market

A few stores that have agreed to carry newproducts for a fee.

Controlled Test Market

A few stores that have agreed to carry newproducts for a fee.


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2) Controlled test marketing:- in this marketing concept a few stores that a agreed to

carry new products for free. This type of marketing is done in a very small quantity.

3) Simulated test marketing: - in this type of test we have to create simulated

environment which are relate to original environment. And we do this marketing with

the sample of customers.

Stage 8: Commercialization

Commercialization is very important thing in any new product launch. For that we have to

give certain answer like

1) When to launch?

At which time we have to launch our product so we get maximum benefit from the

launch.

2) Where to launch?

In this question we have to know at which place is more suitable for the product. So

our customer doesn’t face any difficulty while purchasing and selling goods.

And from which we get maximum profit.

3) Whom to launch?


When?When? Where?Where? To Whom?

To Whom? How?How?


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This is also very important question In our study whom to launch? We have to decide

who is our customer and how we reach to them so for the commercialize our product

we have to know who is our customer first.

4) And the last is how?

In last we have to decide how to commercialize our product so our customer knows

all the aspect of our product and they can easily get our product.

So, for the commercialization we have to must find the answer of above questions.

Chapter 5) Graphs and tables

1) Are you supplying lunch pack to your customer?

Table 1.

Statistics

Are you supplying lunch pack

to your customer?

N Valid 40

Missing 0

Are you supplying lunch pack to your customer?

Frequency Percent Valid Percent Cumulative

Percent

Valid yes 25 62.5 62.5 62.5

no 15 37.5 37.5 100.0

Total 40 100.0 100.0

Graph 1. Are you supplying lunch pack?



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yes63%

no38%

Explanation of Chart 1:-

From the above analysis of given sample of 40 respondent it is concluded that out of 40

restaurant 62% is supplying food tray and remaining 38% is not supplying food tray.

So in the further study we only take 25 hotels as our sample because they are only one who

supplying food trays.

2) Are you using disposable food tray?

Table 2)

Graph 2)


Are you using disposable food tray for packing?


Percent

Valid yes 19 76.0 76.0 76.0

no 6 24.0 24.0 100.0

Total 25 100.0 100.0


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Are you using disposable material for packing?

yes76%

no24%

Are you using disposable material for packing?



restaurant 19 is using disposable food tray and other six are not.

3)Are you using thin plastic type food tray?

Table 3)

Are you using thin plastic type food tray?


Percent

Valid yes 16 64.0 64.0 64.0

no 9 36.0 36.0 100.0

Total 25 100.0 100.0

Graph 3)

Are you using thin plastic food tray?



2010

64%

36%

Are you using thin plastic tray?

yes

no



restaurant 16 is using thin plastic type food tray and other 9 are using other type of food tray.

4)Are you satisfied with the current food tray?

Table 4)

Are you satisfied with current food tray?


Percent

Valid Highly satisfied 3 12.0 12.0 12.0

satisfied 14 56.0 56.0 68.0

somewhat satisfied 6 24.0 24.0 92.0

not satisfied 2 8.0 8.0 100.0

Total 25 100.0 100.0

Graph 4)



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12%

20%

52%

16%

Are you satisfied with the current food tray?

yesmaybenonot at all

Explanation of Chart 4 :-

According to above analysis it is concluded that most of means 56% people are satisfied and

12% are highly satisfied with the current product. Only 30% people have less interest in the

current food tray.

5)What is your experience while packing of food tray?

Table 5)

what is your experience while packing of food tray?


Percent

Valid very easy 11 44.0 44.0 44.0

easy 7 28.0 28.0 72.0

medium 4 16.0 16.0 88.0

hard 2 8.0 8.0 96.0

very hard 1 4.0 4.0 100.0



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Total 25 100.0 100.0

Graph 5)

44%

28%

16%

8%4%

What is your experiance while packaging of food tray?

very easy

easy

medium

hard

very hard


According to above analysis it is concluded that most of people are comfortable with the

packing of their current food tray. Only few restaurants have a problem while packaging the

food tray.

6) Is it harmful to the health really or just a perception of customer?

Table 6)

Is it harmful to the health really or just a perception of customer?


Percent

Valid Harmful to health 7 28.0 28.0 28.0

Perception of the customer 18 72.0 72.0 100.0

Total 25 100.0 100.0



2010

Graph 6)

28%

72%

is it harmful to health or just percep-tion of the customer?

harmful to health

pereption of the customer


According to above analysis it is concluded that 72% restaurant said that it’s just a perception

of the customer or 28% believe that it’s harmful to health.

7) Is there any case when any customer complains regarding use of it?

Table 7)

Is there any case when any customer complains regarding use of it?


Percent

Valid yes 3 12.0 12.0 12.0

may be 5 20.0 20.0 32.0

no 13 52.0 52.0 84.0



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not at all 4 16.0 16.0 100.0

Total 25 100.0 100.0

Graph 7)

12%

20%

52%

16%

Is there any case where customer complain regarding the use of it?

yes

maybe

no

not at all


According to above analysis it is concluded that almost 70% said that there is no such a

complaint from the customer and 20% said it may be complained from the customer but they

are not sure and 12% received complain from the customer regarding this product

8) what is your customer response towards your current food tray?

Table 8)

what is your customer response towards your current food tray?


Percent



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Valid very good 12 48.0 48.0 48.0

Good 7 28.0 28.0 76.0

Medium 4 16.0 16.0 92.0

Bad 1 4.0 4.0 96.0

very bad 1 4.0 4.0 100.0

Total 25 100.0 100.0

Graph8)

48%

28%

16%

4% 4%

What is your customer response towards your current food tray?

very good

good

medium

bad

very bad


According to above analysis it is concluded that nearly 80% restaurant likes our product and

other 15% have response in positive only 5% of our sample not like our current food tray.

9)is it easy to store current food tray?

Table 9)

is it easy to store current food tray?

Frequency Percent Valid Percent Cumulative Percent



2010

Valid very easy 8 32.0 32.0 32.0

easy 11 44.0 44.0 76.0

medium 4 16.0 16.0 92.0

hard 1 4.0 4.0 96.0

very hard 1 4.0 4.0 100.0

Total 25 100.0 100.0

32%

44%

16%

4% 4%Is it easy to store current food tray?

very easy

easy

medium

hard

very hard


According to above analysis it is concluded that 92% restaurant not find any problem relating

to store of the current food tray only 8% restaurant have some problem related to storage of

the current food tray.

10)If there is better option for food tray available, would you like to switch over?

Table 10)



2010

If there is better option for food tray available, would you like to switch over?


Percent

Valid yes 14 56.0 56.0 56.0

may be 6 24.0 24.0 80.0

no 5 20.0 20.0 100.0

Total 25 100.0 100.0

Graph 10)

52%

30%

19%

If there is better option available for food tray would you like to switch over?

yes

may be

no


According to above analysis it is concluded that 56% are ready to switch over from their

current product 24% are still thinking to switchover and 20% are not willing to switch over

from the current food tray.

11)Would you prefer thermocol tray, which keeps the packed food hot & hygienic even

after hours of packing?

Table 11)

Would you prefer thermocol tray, which keeps the packed food ;hot & hygienic



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even after hours of packing?


Percent

Valid yes 14 56.0 56.0 56.0

may be 8 32.0 32.0 88.0

no 3 12.0 12.0 100.0

Total 25 100.0 100.0

Graph11)

56%32%

12%

Would you prefer thermocol tray whih keepsthe packed food hot and hygenic even after ours of

packing?

yes

may be

no


According to above analysis it is concluded that 56% prefer our product 32 % people are

thinking of our product and only 12% not prefer our product.

12)What is current market demand?

Table 12)



2010

what is your current market demand?


Percent

Valid < 10 1 4.0 4.0 4.0

10 to 30 4 16.0 16.0 20.0

30 to 50 10 40.0 40.0 60.0

50 to 100 8 32.0 32.0 92.0

> 100 2 8.0 8.0 100.0

Total 25 100.0 100.0

Graph 12)

4%

16%

40%

32%

8%

What is your current market demand?

< 10

10 to 30

30 to 50

50 to 100

> 100


According to above analysis it is concluded that only 4% of our customer have a less than 10

per day 16% have demand between 10 to 30, 40% have demand between 30 to 32% have

demand between 50 to 100 only 8% have demand more then 100. So we can say from the

above analysis that our product demand is very high in the market.

13)what is the price of the current food tray?



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Table 13)

what is the price of the current food tray?


Percent

Valid 2 to 3 10 40.0 40.0 40.0

3 to 4 12 48.0 48.0 88.0

4 to 5 3 12.0 12.0 100.0

Total 25 100.0 100.0

Graph 13)

40%

48%

12%

What is the price of current food tray?

2 to 3

3 to 4

4 to 5


According to above analysis it is concluded that 40% of have the price between2 to 3, 48% of

the price between 3 to 4 and only 12% have the price above 4.

So we can say that our company must take a price between 2 to 4 to compete in this business.



2010

We also ask some other question relating to our study like is there any specific demand from

the customer?

So most of customer give following demand.

1) Finishing of the product.

2) Price of the product.

3) Design of the product.



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Chapter 6) Findings

Findings from the study:-

• The market demand for the product is appox. 100000 food tray per month.

• The market price of the current food tray is between 2.80 to 4.20 so company must

take their price around this price bend

• From the survey I find that most of customer likes our product.

• All the customer want more attractive food tray with good finishing.

• From the survey I found that many company have some storage problem with

thermocol product so our company should also focus on that topic.

• From the survey I also found many customer want to switchover from the current

product.



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6.1) Suggestion

• From the study and our observation we find following suggestion

• From the our study and observation i find that if company want to enter in this market

There prices must equal to existing product or less than existing product means prices

must be around 3 to 4

• From our study i find another problem with the storage problem. It’s easy to store

plastic food tray but it’s very hard to store thermocol food tray so company must try

to solve this problem first.

• Company also looks on the finishing of the product many customer want more

attractive finishing of the product.



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6.2) Conclusion

• From this study I conclude that most of our customer is willing to buy our product.

• Company must take their price around the price bend of 3 to 4.

• Company should look for finishing and storage of the product.

• If company accepts our suggestion company doesn’t face any problem for selling a

thermocol food tray in the market.



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6.3) Learning From The Study

.

• From this project I know how to interact with the different people in the corporate

world.

• From this study I know how to apply different marketing concept in to the real

corporate world.

• From this study I and my company knows the customer response towards thermocol

food tray.

• From this study I know the process of the production



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6.4) Benefit Of The Study to the company

• Data is Useful for company to introduce their new food tray

• They can know specific demand of customers.

• At which Factor Company should focus to create demand.

• To do marketing of food tray.

• Company can know the current market price of the product



2010

Bibliography

1) Research methodology from N.d vora cooper.

2) Research methodology from dipak kumar.

7.1) Webliography

www.scribed.com

http://www.mindbranch.com/listing/product/R263-2735.html

http://en.wikipedia.org/wiki/Polystyrene

http://www.indiamarkets.com/imo/industry/chemicals/polystyrene/polystyrene.asp

http://business.mapsofindia.com/india-petroleum-industry/polymers.html


http://business.mapsofindia.com/india-petroleum-industry/polymers.html

http://www.scribed.com/


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Annexure

Survey Questioner ;

1) Are you supplying lunch pack to your customer?

Yes no

2) Are you using disposable material for service?

yes no

3) Are you using thin plastic type food tray?

Yes no

4) Are you satisfied with it?

Highly satisfied somewhat satisfied not satisfied

not satisfied at all

5) What is your experience while packaging the food tray?

Very easy easy medium hard

very hard

6) Is it harmful to the health really or according to a perception of customer?

Harm ful to health perception of the customer



2010

7) Is there any case when any customer complaints regarding use of it?

yes yes no

8) What is your customer response towards your current food tray?

Very good good medium bad very bad

9) Is there any specific demand from your customer?Yes __________________________________________________No

10) is it easy to store current food tray?

Very easy easy medium hard very

Hard

11) If there is better option for food tray available, would you like to switch over?

Yes may be no not at all

12) Would you prefer thermocol tray, which keeps the packed food ;hot & hygienic even after hours of packing?

Yes may be no not at all

13) what is your current market demand?

< 10 10 to 30 30 to 50 50 to 100

>100

14) According to you ,what should be the price of it,what is the min. affordable price?



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< 1 2 to 3 3 to 4 4 to 5 > 5

Name of respondent & his/her hotel;

Restaurant name Respondent name

1) Tulsi restaurant Mr.ashish bhai

2) Zodiac the multi cousin restaurant Mr. kiran bhai

3) Abhilasha restaurant Mr.akbar ali

4) Navjivan restaurant Mr.yogesh bhai

5) Honest restaurant Mr.vijay bhai

6) Perennia restaurant Mr. nisar bhai

7) Silver leaf restaurant Mr.suman patel

8) Ashray restaurant Mr. naresh bhai

9) Exite bike restaurant Mr.shriraj bhai

10) Topaz restaurant Mr. masan bhai

11) City cornar restaurant Mr. balaram bhai

12) City lake restaurant Mr.m.d.patel



2010

13) Wooden spoon restaurant Mr.himansu negi

14) Dhaba 902 Mr.hemendra

15) Mirch masala

16) Utsav restaurant Mr.hasan bhai

17) Epicurean alley Mr.chaudhry

18) ooye hoye amritsir Mr.prakash

19) jahanvee restaurant

20) Dinner bell restaurant Mr.ashit bhai

21) Bawarchi restaurant Mr. vijay bhai

22) City pride hotel Mr.rameshpatel

23) Bornhomie Mr.kamal

24) Amadavad kitchen Mr.manoj bhai

25) Ikibo sizzelers Mr.bhagat singh



2010


Thank you


2010


new product launch - thermocol food tray

Documents