A PROJECT REPORT ON

:E X PL OR I N G C OR POR A T E GI FT IN G POT E N T IA L OF B A JA J

HOME A PPL IA N C ES I N OKHL A I ND U S T RI A L AR E A

a rep or t su b mi t t ed tow ard s th e par t ia l fu l f i l lmen t o f th e

req u iremen t o f th e tw o years fu l l - t ime Pos t Grad u at ion D ip loma

in Man agemen t .

S u b mi t t ed b y

Yad ram S h arma

(2008 -10 )

Pos t Grad u ate D ip loma in Man agemen t

R o l l .N o . :2k 81 /m/38

A SI A PA CI FI C I NS T I TU T E OF MA NA GE ME N T

3,4 - In s t i tu t ion a l A rea Jas o la , New D e lh i

1

A C KN OWL E D GE ME N T

"Success is any endeavor, calls for cooperation and guidance from seniors &

colleagues". This was aptly bought to me while undergoing my research work for the

project. It is impossible to thank the people who have helped me prepare my project, but I

would like to take the opportunity to express my profound gratitude and indebtedness to

the following.

Last but not the least the cooperation and my deep gratitude to Mr. Puneeet Saxena

(AREA MANAGER) & all of my friends for providing me all implicit and explicit

support during the project.

However, the describable contents source of inspiration and supervision at every stage of

the study was my project guide, Ms. Pratima Sharma. It was an honour to have worked

under her.

2

PREFACE

Someone has rightly said that practical knowledge is far better than classroom

teaching. During this project, I fully realized this and I came to know about how

does a person of concern Dept.of Company choose among a varied range of

products available to him.

The subject of my study is Marketing Research on Bajaj home appliances in Okhla

industrial area.

The report contains first of all brief introduction about Bajaj electrical limited, then

comes to introduction regarding "Exploring corporate gifting potential" & market

position of Bajaj home appliances. Finally there comes the data presentation and

analysis in the end of my report.

I also put forward some suggestions hoping that they will help in Bajaj electricals

limited to move a step forward to being the very best.

3

INDEX

1. Chapter 1

Executive summary of the project

2. Chapter 2

Profile of the company

Introduction

History

Product profile

Market share

Organizational chart

3. Chapter 3

Research Methodology

Objectives of the study

Scope of the study

Type of data

Data collection

Statistical tools used

Limitations of the study

4. Chapter 4

Finding & Analysis

SWOT Analysis

5. Chapter 5

Conclusion & Suggestions

6. Annexure

Bibliography

Questionnaire

4

CHAPTER 1

EXECUTIVE SUMMARY

OF

THE PROJECT

5

EXECUTIVE SUMMARY

Companies offering product or services will need to understand this new face of the

company/institute. The changing demographic profile of the population in terms of

education, income, size of the family and so on, are important but what will be more

substantive in days to come will be the psychographics of the organizations how they

feel , think or behave. Marketers will have to constantly monitor and understand the

underlying psycho graphics to map their respective industries are moving and decide

what needs to be done, by way of adding value that motivates organizations to

buy the company's products and influence the future industry structure.

Keeping in view such stiff competition, it’s a miniscule effort from my

side under which I have tried to fulfill the following objectives:

1) To find out what does the purchaser of the home think about Bajaj electrical limited.

2) To study their preference for the bajaj home appliances.

3) To study the market opportunities of Bajaj electrical limited to help in the

formulation of marketing strategy.

4) To suggest some measures to make Bajaj electrical limited more competitive.

5) To study the purchasers satisfaction level in regards to the strength of the Bajaj

electrical limited.

6) To study the market prospects of Bajaj electrical limited.

The findings of the research lead to following conclusion

• Some of the companies mainly prefer to purchase Bajaj electrical items than to

others

6

• Dealers are at the View, that the company needs to have some incentive schemes to

promote more sales because philips and Usha are giving tough competition to

Bajaj Electrical Limited.

• Most of the companies were the opinion that the company should adopt better

methods for promoting their brand due to the entrance of the company's

brand.

MAJOR FACTORS INFLUENCING

PURCHASING BEHAVIOUR:

The major factors that influence the purchasing behavior are:

Product, Price

Place

Promotion mix

PRICING AND MARKET SHARE:

Pricing is undoubtedly one of the most important decision areas of marketing. Price and

sales volume together decide the revenue of any business. As the sales volume in

itself is dependent on price, pricing really becomes the key to the revenue of the

business. Pricing becomes the vital decision area on account of certain other factors

besides its crucial role in bringing revenues and profits to the business.

PRICING METHOD/PRICING STRATEGIES:

There are several methods of pricing: Cost based pricing

Demand based pricing

7

Competition based pricing

Product line oriented pricing

Differentiated pricing

MARKET SHARE:

Market share constitutes the total market captured by Bajaj electrical limited in the whole

consumer durable industry. During my survey I found out that the market share in

different areas are different because of different geographical regions, climate and

number of different companies.

The market share is determined by the help of total consumption of the particular

area and the consumption of particular company's product in that area. The market

share of Bajaj electrical limited is growing with every financial year.

8

CHAPTER –2

PROFILE OF THE COMPANY

9

INTRODUCTION

The bajaj group of India owes immense gratitude to their founding father whose

vision and dedication over the years has greatly helped to build a business house that

can set standard in Indian industry.

Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of

Mahatma Gandhi, and the 'merchant prince' who held the wealth he created in trust

for the people of his country, Trust - a simple word that contains a whole

philosophy handed down by Jamnalal Bajaj to his successors. He valued

honesty over profit.

10

kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious

father and consolidated the Bajaj foundation. With characteristic foresight and

pragmatic; vision, he launched a steady diversification programme which gave the

current name "Bajaj" both its shape and size. His unique management style created a work

culture that matched well with the national spirit he had inherited.

Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj

and steered the Group from strength to strength for over 22 years. He had also actively

participated in the freedom struggle of the country. In post independent India, he had led

the youth movement.

Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career

with Bajaj Sevashrarn after which he worked at Bajaj International, the groups export

company. Mr. Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing

Director in 1987 and took over as the Chairman and Managing Director in 1994. .

11

HISTORY

People don't just bring their brains to work: they also bring their hearts and soul. They

want to feel passionate about what they are doing and be a part of whatever is great. We

at Bajaj Electricals Limited, recognize this truism and seek out and strike a dialogue

straight with the hearts and souls) of our employees. Here is a quote from Mr. Shekhar

Bajaj, our Chairman and Managing Director -

"Every individual has the potential to perform if he or she gets proper motivation, the

right opportunity and the freedom to work. In the long run success is achieved

when ordinary people perform extraordinarily. It is important to keep an open mind

rather than drawing preconceived impressions about people. More often that not,

such impressions will be proven wrong."

Faster, Higher, Stronger - is our maxim, our way of individual and organizational

performance. This is how we managed a successful business turnaround in Bajaj

Electricals Ltd - with and through each one of our employees. And not only our excellent

brand of products, our people provide an excellent competitive advantage to us.

We are looking at a collaboration for our luminaire business through a licensing agreement

as there is a need for technologically superior products which are state-of-the art. We are

in advanced discussions. I cannot disclose anything further at this stage," Bajaj

Electricals chief operating officer and president R Ramakrishnan said.

12

The luminaire business is one of the five special business units (SBUs) of the

company. The others are appliances, pans, lighting and the engineering business. Bajaj

Electrical luminaires find applications in the engineering, power, steel, cement, fertilizer,

chemical and petrochemical sectors.

Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of

the UK for its irons. This tie-up also entails a technology transfer.

The company is targeting revenues of Rs 1,500 crore by the year 2009-10.

"The biggest contributor to this will be the engineering business. Till recently,

we were only into the manufacture of power transmission towers. Now, we will be

installing them too," Mr Ramakrishnan added. The engineering and projects business is

also the fastest growing business.

This business has an order book of over Rs 150 crore and has grown by over 85%,

senior company executives said. The company clocked net sales of Rs 505.26 crore in the

last fiscal and is expected to add around 25% to its topline this fiscal, he said. The

company which had been facing tough times a few years back has bounced back after the

implementation of a restructuring exercise.

This entailed the reorganisation in to five SBUs, brand building, and a growth of

revenues.

13

Last year, the company also came out with a rights issue at premium of Rs 15 per share.

Further, the company also of out of the die-casting business by giving a VRS at the plant,

selling the development rights of the land and entering into a non-compete clause with a

competitor.

Revamp helps Bajaj Electricals Turn Around

Hindu Business line

January 31, 2005

K. Giriprakash

V. K. Varadarajan

Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations,

including shutting down some of its loss-making ventures, as part of its plans to

turnaround the company.

Bajaj Electricals' President and Chief Operating Officer, Mr R. Ramakrishnan, told

Business Line that the restructuring has helped the company to turnaround and now it

expects to double its revenues to about Rs 1,000 crore within three years. The company

hopes to end the current fiscal with a revenue of around Rs 730 crore, an increase of 20

per cent over fiscal 2008-09.

Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a

turnaround for the company. As per the new plan, Bajaj Electricals dropped its matrix

14

structure for its organisation in favour of separate business units for each of its

businesses.

It now has five separate business units - engineering and projects, luminaire, appliances,

fans and lighting. "Each of these units compete as separate businesses with its,

competitors," Mr Ramakrishnan said. The company also got rid of unviable businesses.

For example, it shut down its diecast operations and offered VRS to 180 people. It also

sold surplus land of the unit.

He said the company also went in for financial restructuring by swapping high cost

funds with low cost long-term debt. The banks too have lowered interest cost and

increased the moratorium for another two years.

The company plans to invest about Rs 20 crore, spread over the next fiscal, to double

the existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh

order from Powergrid Corporation for erection and commissioning of power transmission

tower.

Mr Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over

the last fiscal, is expected to outpace other business units. The company expects about 25

per cent of its revenues to come from its engineering business, he said.

15

Mr Ramakrishnan said with the Power Grid according thrill the status of approved EPC

contractors, it expects bigger orders from the power company. He pointed out that with an

estimated investment proposal of Rs 75,000 crore by Powergrid Corporation, there

was a huge opportunity for the company.

Mr.Ramakrishnan said the company had entered into a licensing arrangement with

Trilux, a leading European luminaries brand and a market leader in lighting

in Germany. The tie-up, though is aimed to market the products to premium

segments in the country, could lead to manufacturing Trilux products in the long term.

Bajaj's own products to provide full spectrum of lighting products, he said. Similarly,

Bajaj's tie-up with UK's leading small appliances brand Morphy Richards had helped it

to position itself in the premium end of the market.

Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20

per cent in the appliances segment, 20 per cent in luminaries and 10 per cent in

lighting. The company has also been able to take on the unorganized sector by

offering competitive pricing of its products in the lower end. "Our China sourcing

strategy has helped us to buy from the world's best without compromising on the quality

of the products,"

16

Bajaj Electricals Keeps on Shining More...

Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India who are in

the business of s teel , sugar , two wheelers & three wheelers. Bajaj

Electricals is well established in their range of products such as lamps & tube

lights, luminaires, small household appliances, ceiling fans & table fans and turnkey

engineering services. The company has been in existence for the last 60 years and

has steadily grown and expanded its business both in domestic and international

markets.

Bajaj Electricals has 20 branch offices and 4 regional offices spread in different

parts of the country besides being supported by a chain of about 600

distributors, 2500 authorised dealers, over 60,000 retail outlets and over 200

service franchisees

BEL today has five major business units comprising of lighting, luminaires,

electric fans, home appliances, turnkey engineering projects. BEL's export

activities are well supported through its International division. The Company has

recently forayed into electric power generation through wind energy in its quest to

reduce the depletion of fossil fuels and preserved the environment.

Total Quality Management (TQM) has taken roots in some important business

processes of the Company. Few business units of the company have already received

ISO Certifications while the other BUs are on the anvil to obtain the same.

17

PRESS NEWS

Times of India January 22, 2008

Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third

quarter ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the

corresponding period of last fiscal. Revenues from operations during the quarter

were higher at Rs 170 crore as against Rs 126 crore i n the same period of 2007-08.

Leading the Way

Corporate Dossier

Economic Times

January 14, 2008

Shekhar Bajaj, Chairman & MD, Bajaj Electricals Ltd.

A leader sets an example for others to emulate, and hence must be a high-level

performer. He's also respected by subordinates and colleagues, alike. He must

embody honesty, integrity and trustworthiness.

A leader is knowledgeable and well read and must guide and empower his subordinates

to perform their best.

18

. PRODUCT PROFILE

• Bajaj Storage Water Heater

Energy Efficient Horizontal

• 10 year guarantee on copper tank • 30% energy savings over ISI norms • 2 year comprehensive guarantee including heating element

• Available in 10 litre capacity

GX 10

• Powerful motor : 550 watts, 18000 rpm • 5 year guarantee on motor • 3 stainless steel jars • Unbreakable polycarbonate jar handles • Cord winder • Overload protector

19

DX 5

• Multiple, adjustable temperature levels • Thermal fuse for additional safety • Pilot light for thermostat operation • Swivel cord outlet • Large Sole Plate

• Non stick coated sole plate

Cordless Kettle 1 Litre

• 1 Litre capacity • Cordless operation for easy serving and safety • Auto shut off • External water level indicator on both sides

• Self illuminating transparent switch

Aqua Naturale

Makes drinking water healthy and safe through seven stages of purification. It's a completely natural process. In fact, it's the only purifier that works without any resins. And without any electricity. What's more, it doesn't require a continuous flow of water supply.

The water that you drink is not only cleaned and sterilized but also made healthier through the addition of valuable minerals. Result: Healthy, refreshing water. Just as nature gives you.

20

Coolest RC 2004 – Rotochill

Made up of an attractive, corrosion-free engineered, thermoplastic material for durable performance

• Latest state-of-the-art design • Sleek and all new ultra modern looks • Extra tough motor • Uniform water distribution

• Water level indicator

AX 4

• 4 brass burners with Stainless Steel body • High efficiency burners • Extra wide top accommodating large vessels • Available for LPG and PNG

• with 5 year guarantee

1600 T3

• 16 Litre Capacity • Stainless Steel inner chamber • Keep Warm Function

• 0-60 minutes timer

21

Aquatherm Instant Gas Water Heater

• Oxygen depletion monitor • LED indicator for temperature • Auto Shut Off

• 20 minute timer

• Office Locator

Head Office51, Mahatma Gandhi RoadFortMumbai - 400023Phone - 22043780, 22043733Fax - 22828250

Registered Office45/47, Veer Nariman RoadFortMumbai - 400023Phone - 22043841, 22045046Fax - 22851279

Company Showroom'World of Bajaj Electricals'Bajaj BhavanNariman PointMumbai - 400021Phone - 22023626

22

MARKET SHARE

Shareholding Pattern

As on 31st December, 2008

Under Clause 35 of the Listing Agreement

A1

CategoryPromoter's holdingPromoters*

No. ofShareheld

OfShareholding

Indian Promoters 5693850 65.88

2

Foreign Promoters

Persons acting in

Nil Nil

104440 1.21

concert#

Sub Total:

5798290 67.09

B

3

Non-Promoter's holding Nil

Institutional Investors Nil

a(i) Mutual Funds 500 0.01

a(ii) Unit Trust of India 150 0.00

b(i) Banks 6687 0.08

b(ii) Life Insurance 746010 8.63

b(iii) Corporation of India

Oriental Insurance

108000 1.25

C

Company Ltd.

Flls

Nil Nil

Sub Total: 861347 9.97

4 Others

A Private Corporate 389298 4.50

Bodies

23

B Indian Public 1567010 18.13

C NRIs/OCBs 5905 0.07

D Any Other – Non 5430 0.06

E Resident

Foreign Companies

15600 0.18

Sub Total: 1983243 22.95

Grand Total: 8642880 100.00

as defined in Regulation 2(h) of SEBI (Substantial Acquisition of Shares and Takeovers)

Regulation, 1997. The promoter's holding shall include all entities in the promoter's group-

individual or body corporates.

# as defined in Regulation 2(e) of SEBI (Substantial Acquisition of Shares and

Takeovers) Regulations, 1997.

Note:

1. Total Foreign shareholding including Foreign Promoters, Fils, NRIs/OCBs

Foreign Banks, Foreign Nationals and GDR & ADR holdings is 26935 i.e. 0.31% of the

total issued equity capital.

Shareholding Pattern as on 31st December, 2008 Under Clause 35 of the Listing

Agreement

Persons Holding more than 1% of the shares of the Company

24

SL.

No.

A

1

Name of Shareholder

1. Promoters:

Jamnalal Sons Pvt. Ltd.

No. of

Share

1429541

To

equity

capital

16.54

2 Bajaj Auto Ltd. 1719676 19.90

3 Hind Musafir Agency Pvt. Ltd. 200000 2.31

4 Bajaj International Pvt. Ltd. 200000 2.31

5 Shri Shishir Kamalnayan 136400 1.58

6 Bajaj

Shri Rahulkumar Kamalnayan

114000 1.32

7 Bajaj

Shri Shekhar Bajaj

190680 2.21

8 Shri Madhur Bajaj 90786 1.05

9 Shri Anant Bajaj 175366 2.03

B 2. Foreign Promoters:

Non-Promoter's holding:

3a. Mutual Funds & UTI

3b. Banks

Nil

Nil

Nil

Nil

Nil

Nil

8.63

Life Insurance Corporation

746010of India 1.25Oriental Insurance 108000

Company Ltd.

3c. Flls

4a. Private Corporate Bodies

4b. Indian Public

4c. NRIs/OCBs

4d. Any Other - Non Resident

4e. Foreign Companies

Nil

Nil

Nil

Nil

Nil

Nil

Nil

Nil

Nil

Nil

Nil

Nil

25

ORGANIZATION HIERARCHY

1) Managing director-shri Shekhar Bajaj

2) President-R.Ramakrishan

3) Vice president

4) Executive director-Anant Bajaj

5) Regional manager –puneet saxena

6) Assistant manager

7) Senior sales executive

8) Sales executive

9) Financial coordinator

26

CHAPTER – 3

RESEARCH METHODOLOGY

“Innovating to set new standard”

27

RESEARCH METHODOLOGY

STATEMENT OF THE PROBLEM AND ITS SIGNIFICANCE:

The study is on “ explore corporate gifting potential and market condition of bajaj

home appliances with a special synopsis on competitive marketing strategies".

It covers aspects like market share of the company, buying attributes of corporate,

preference of the corporate etc. The study is a modes effort at understanding the

corporate attitude about Bajaj electrical ltd, which has a very good market share as

their competitors.

Research simply means a search for facts-answers to questions and solution to

problems. It is a purposive investigation. It is an organized enquiry. In other words research

means search for knowledge and research methodology is a way systematically solve the

research problems.

It is a science of studying how the search is actually done. It presents the source of data

collection, the sampling procedures and tools of investigation and limitation of the study.

My research project has a specified framework for collecting the data in an effective

manner. Such framework is called "research design".

28

The research process:

It includes following steps

1. Defining the research problem & research objective:

The definition of the research problem includes the study of the topic

“exploring corporate gifting potential of Bajaj home appliances in Okhla industrial

area(new delhi)".

2. Developing the research plan:

Second stage for developing the research plan calls for gathering the information.

It consists of -

Data sources:

The researcher can gather primary data, secondary data or both.

Primary data are data freshly gathered for specific purpose or for a specific research

project.

Secondary are data that were collected for another purpose and already exist

somewhere.

29

Research Approaches:

Primary data can be collected in five ways:

1) Through observation:

Fresh data can be gathered by observing the relevant actors and settings. .

2) Survey research:

Surveys are best suited for descriptive research. Surveys are used to learn about

organization’s knowledge, beliefs, preferences and satisfaction.

3) Behavioral data:

Organizations leave traces of their purchase behavior in store scanning data, catalog

purchase and customer database. Much can be learned by analyzing these data.

4) Experimental research:

The purpose of experimental research is to capture cause & effect relationship by

eliminating competing explanations of the observed findings.

30

RESEARCH INSTRUMENTS:

Three main instruments used in collecting primary data are

1) Questionnaires:

A questionnaire consists of a set of questions presented to respondents. Questionnaire

needs to be carefully developed, tested and debugged before they are administered on

large scale.

2) Psychological tools:

Psychological tools consist of depth interviews.

QUESTIONS ARE OF TWO TYPES:

1) Closed end questions

2) Open end questions

Closed end question include:

• Dichotomous

• Multiple choice

• Likert scale

Open end questions include:

• Structured questions

31

SAMPLING PLAN

After deciding the research plan and research instrument, the marketing researcher

must design a sampling plan. This calls for three decisions:

1) Sampling unit:

Who is to be surveyed? The market researcher must define the target industrial area.that

will be sampled. Once the sampling unit is determined, a sampling frame must be

developed so that everyone in the target industrial area has an equal or known

chance of being sampled. I have completed my survey in okhla industrial area,new

delhi.

2) Sampling size:

How many organizations to be surveyed? Large samples give more reliable results than

small samples. It mainly refers to no. of respondents from the universe. My sample size

consists of 90 company from different area of working in okhla.

3) Sampling procedure:

How should the respondents be chosen? To obtain a representative sample, a probability

sample of the population should be drawn.

32

S A M P L I N G

1) Probability sampling

It includes:

• Simple random sampling

2) Non probability sampling

It includes

• Convenience sampling

SAMPLING TECHNIQUE USED:

Due to constraint of tine, convenient sampling is used. This sampling method

involves purposive or deliberate selection of particular units of the universe for

constituting a sample, which represents the universe. In this population elements are

selected for inclusion in the sample based on the ease of access.

3) Collect the information

The data collection phase is most expensive and most prone to error. Four major

problems arise in this phase:

1) Other will give biased answers.

2) Some interviewers will be biased.

4) Analyze the information

The next to last step in the marketing research process is to extract findings from the

collected data. Different types of statistical techniques are used.

33

5) Present the findings

As the last, the researcher presents the findings. The researcher should present findings

that are relevant to major marketing decisions.

6) Decision making

After completing all phases decision is formulated that is advantageous for the

organization. Decisions made are checked and implemented by managers.

34

STATISTICAL TOOLS USED:

• Tabulation of data & develops frequency distribution.,

• Averages and measure of dispersion are computed.

• Simple and complex tables are used.

• One dimensional diagrams are used e.g. bar diagrams.

• Two dimensional diagrams are used e.g. pie diagrams.

• Graphs are used.

• Sampling methods are used.

35

OBJECTIVES OF THF STUDY

The objective of the project ``exploring corporate gifting potential & to know the market

position of Bajaj home appliances "are as followed -

1) To find out what does the purchaser of the home think about Bajaj electrical limited.

2) To study their preference for the bajaj home appliances.

3) To study the market opportunities of Bajaj electrical limited to help in the

formulation of marketing strategy.

4) To suggest some measures to make Bajaj electrical limited more competitive.

5) To study the purchasers satisfaction level in regards to the strength of the Bajaj

electrical limited.

6) To study the market prospects of Bajaj electrical limited.

7) To study the reasons behind best home appliances.

8) To study strength and weakness of Bajaj home appliances.

36

LIMITATIONS OF THE STUDY

Every person try to do the work in the best possible way, but yet he/she faces

certain difficulties. But still proper care was taken to present the report in the best

possible way, but still the difficulties which was faced are as follows-

1) Area of survey is also limited as survey was conducted in okhla industrial area only.

2) Time and other factors, which are beyond human limitation, have also a bearing on the

study.

3) Sample size taken for the study is quite small and it therefore does not represent the

whole population.

4) Since only limited number of organizations have been selected which do not represent

the whole of the organization in the Delhi city.

5) Some of the organization do not take interest in filling questionnaire.

6) Some of the organizations give wrong answers due to lack of interest.

7) Some of the organizations are biased.

37

CHAPTER – 4

FINDINGS & ANALYSIS

38

DATA ANALYSIS AND INTERPRETATION

The following pages give an in depth analysis and interpretation for the data collected

from dealers. Each aspect of analysis is shown separately accomplished with

tabulatation, a graphical representation and an interpretation for the same.

39

1) Which home appliances do you use as a gift items ?

TABLE -1

Bajaj 23

Usha 13

Philips 28

Inalsa 18

Maharaja 8

GRAPHICAL REPRESENTATION:

2318

8

0102030

Bajaj inalsa maharajaNO .OF

RESPONDENTS

NAME OF HOME APPLIANCES

HOME APPLIANCES WHICH USE AS A GIFT ITEMS

28 13

GRAPH -1

INTERPRETATION:

The result shows that maximum number of companies use Philips (28) whereas Bajaj

users are (23), Usha users are (13), inalsa users are (18) & maharaja users are (8).

40

2) From how much time you are using Bajaj product?

TABLE-2

LESS-1 YEAR 10%1-2YEAR 20%

2-3YEAR 40%

4-ABOVE 30%

GRAPHICAL REPRESENTATION:

LESS-1 YEAR10%

1-2YEAR20%

2-3YEAR40%

4-ABOVE30%

ABOUT RETAIL OUTLET

LESS-1 YEAR

1-2YEAR

2-3YEAR

4-ABOVE

GRAPH-2

INTERPRETATION:

From the above interpretation it is clear that 10% users have less than 1 year old buying

history. 20% users are buying it from 1-2 year , 40% users are buying it from h 2-3 years

whereas 30%users are buying it from more than 8 years .

41

3) Which home appliances do you think is best & why?

TABLE-3

Bajaj 30%Philips 40%Inalsa 20%Usha 10%Maharaja Nil

GRAPHICAL REPRESENTATION:

Bajaj30%

philips40%

inalsa20%

Usha 10%

maharaja0%

Best Home Appliances

Bajaj

philips

inalsa

Usha

maharaja

GRAPH-3

INTERPRETATION:

40% companies said Philips home appliances are best, 30% prefer Bajaj ,20% prefer inalsa

whereas l0% said maharaja is best.

42

4) What are the strengths of Bajaj home appliances?

TABLE-4

Strengths No. of Respondents Quality 45Look 30Price 15

GRAPHICAL REPRESENTATION:

45

30

15

01020304050

Quality Look Price No. of Respondents

Strengths

Strengths of Bajaj Home Appliances

Series1

INTERPRETATION:

45 companies said quality is the Bajaj strength, 30 companies said look is its strength whereas

15 said price as its strength.

43

5) What is the marketing prospect of Bajaj home appliances?

Table –5

Marketing prospect of Bajaj Home

appliances

Percentage

Good 60%Average 30%Bad 10%

GRAPHICAL REPRESENTATION

Good60%

Average 30%

Bad 10%

Marketing prospect of Bajaj Home appliances

Good

Average

Bad

INTERPRETATION

60% of companies said good about marketing prospect of Bajaj home appliances, 30%

said it as average whereas 10% said it as bad.

44

6) Are you satisfied with the margin you got by purchasing Bajaj home

appliances?

TABLE-6

Yes 70%No 30%

GRAPHICAL REPRESENTATION

Satisfaction Level

No30%

Yes70%

Yes

No

INTERPRETATION

70% of the companies are satisfied by the margin whereas 30% companies are not

satisfied by the margin. They want more margin on Bajaj home appliances.

45

7) How much percentage of companies prefer following a gifting brands?

TABLE – 8

Brands Percentage of customer Philips 30%Bajaj 25%Usha 25%Inalsa 10%Maharaja 10%

GRAPHICAL REPRESENTATION

Philips30%

Bajaj25%

Usha25%

inalsa10%

maharaja10%

Demand

Philips

Bajaj

Usha

inalsa

maharaja

INTERPRETATION

The above table shows that 30% of companies want to purchase Philips .25% of

companies want to purchase bajaj, 25% of companies want to purchase Usha &

10% of customers want to purchase maharaja&inalsa

46

8) What are the reasons for switching companies from Bajaj electricals to other

electrical companies?

TABLE

Reasons No. of respondentsLarge delay in servicing 55Lack of marketing strategies 25

GRAPHICAL REPRESENTATION

55

25

0102030405060

Large delay in servicing

Lack of marketing strategies

No. of respondents

Reasons

Reasons for switching

Series1

INTERPRETATION

From the above table we conclude that major reasons for switching buyers to other brand

are large delay in servicing & lack of market strategies.

47

9) How would you rank Bajaj electrical on a scale of 10?

TABLE

Rank 1 20Rank 2 45Rank 3 25

GRAPHICAL REPRESENTATION

20

45

25

01020304050

Rank 1 Rank 2 Rank 3 No. of respondents

Rank

Rank of Bajaj Electricals

Series1

INTERPRETATION

The above table shows that 45 respondents ranked Bajaj as second, 20 respondents

ranked Bajaj as first whereas 25 respondents ranked Bajaj as third.

10. Does Free gift (or coupon redeemable for a gift, including a discount coupon) enclosed in the package along with a product, influence you when you purchase your gifting items.

48

Yes 80No 10Total 90

Ho: There is no significant difference b/t the preference when they offer free gift or not.

H1: Free gift have significantly more impact on preference of product then without gift

p=0.88

standard error =0.048

Z=(p-µ)/standard error =7.92

tested at 10% significance levelZ= 1.29

As value of Z fall in the rejection region, so we will accept H1this shows that the impact of free gift is more on the preference of product

49

11.You prefer home appliances products in __________ packaging.

Favournon favour total

Small 58 32 90Large 32 58 90Total 90 90 180

Ho: There is no significant impact of packaging on preference of gifting product.

H1: Small packaging has significantly more impact on preference of gifting product then large.

Eij=(row*col)/N

x2=(fo-fe)2/fe=7.9055

tabulated value of X21..10=2.70

So, this falls in rejection region and therefore we accept H1therefore small packaging has significantly more impact on preferences of gifting product

50

12. How much preference do you give to that co. who offers eco-friendly packaging’s (like paper packs instead of poly packs)?

Definitely will buy Will buy 58Undecided 32Will not buy Definitely will not buy Total 90

Ho: there is no significant difference in preference given to co. which offer Eco-Friendly packaging (µ=3)H1:there is significant difference in preference given to co. which offer Eco-Friendly packagings (µ<3)

X=2.0222

µ=3

standard error=0.0721

Z=(x-µ)/standard error =8.32

tested at 10% significance level

Z= 1.29

51

As value of Z fall in the rejection region, so we will accept H1 hence we conclude that organization prefer to buy products from co. which offer Eco-Friendly packaging. 13.How satisfied are you with the packaging offered by the Bajaj electrical ltd.?

Very satisfied 16Somewhat satisfied 58Somewhat dissatisfied 16Dissatisfied Total 90

People do not give high importance to packaging only and there are other parameter also which have impact on the buying behavior of the purchasing department of any

organization.

52

SWOT ANALYSIS

Strengths:

• Brand image

• Product quality

• Product awareness in the market.

• Dealers distributed widely across the country.

• Good will in the market.

• Older player in the market.

Weakness:

• Lack of market strategies.

• Lack of advertisement.

• Delay in servicing facility.

• Lesser promotion effort.

Opportunities:

• Take advantage of brand image of Bajaj electrical limited"

• Ability to convince the companies through market representation.

• Joint venture would increase database& product range.

• Increase their presence at dealer point.

• To use market leader strategies.

Threats:

• Presence of other competitors with good capture of market eg

Philips, Usha, inalsa.

53

• Loyalty of consumers to other brands.

CHAPTER – 5

CONCLUSION & SUGGESTION

54

CONCLUSION

From the analysis following inferences can be drawn:

• Some of the companies mainly prefer to purchase Bajaj electrical items than to

others because they have been users of Bajaj company for the last 5-6 years.

Secondly because of background reputation of the company.

• Dealers are at the View, that the company needs to have some incentive schemes to

promote more sales because philips and Usha are giving tough competition to

Bajaj Electrical Limited.

• Most of the companies were the opinion that the company should adopt better

methods for promoting their brand due to the entrance of the company's

brand.

• More promotional efforts are needed on the part of the company in media

advertising so that each and every person comes to know about the

Bajaj electrical items.

• Most of the buyers give their preference to quality and service of home

appliances. Therefore company should take proper steps for improving the

service facility for Bajaj home appliances.

55

• The purchase decision of the companies is mostly influenced by dealers

due to their hold on the product and experience in dealing with that product. So

it is very necessary to have very good relationship with dealers & to give them

benefits as far as possible.

buyers of Bajaj electrical products prefer the overall look as compare to

other electricals. So the company should try to maintain it always.

56

RECOMMENDATIONS

I would like to recommend some points to the company. This is on the basis of the survey

and analysis of the study conducted in okhla industrial area, New Delhi.

1) The company should keep up its good work and should provide good sere-ice for

its product at proper time, so that that the major dissatisfaction among the dealers

and buyers is not created.

2) The company should give much emphasis on incentive schemes and more margin of

profit so that dealers are able to make more sales and have more profit for the company.

3) Since the purchase decision of the buyers is mostly influenced by the dealers

therefore the dealer should be fully equipped with the best of information and some

gifts at certain purchases.

4) The company should work on positioning i.e. act of designing the company's

offering and image to occupy a distinctive place in the mind of the target market.

5) Company should use differentiation tools:

In product differentiation it should focus on-

• Form

• Features

57

• Performance

• Durability

• Reliability

• Repairability

• Design

In service differentiation it should focus on-

• Ordering ease

• Delivery

• Installation

• Customer consulting

• Maintenance & repair

• Miscellaneous

In personnel differentiation it should focus on-

• Competence

• Competence

• Courtesy

• Credibility

• Reliability

• Responsiveness

• Communication

58

In channel differentiation it should focus on-

• Coverage

• Expertise

• Performance

In image differentiation it should focus on-

• Symbols

• Symbols

• Colors

• Slogans

• Special attributes

6) Company should also focus on events and sponsorships.

7) As Philips and Usha are market leaders whereas Bajaj is market challenger in home

appliances it should use market challenger strategies which are given below

• Frontal attack:

In pure frontal attack, the attacker matches its opponent's product, advertising. price

& distribution. The principal of force says that the side with greater manpower will

win.

• Flank attack:

59

The major principal of offensive warfare is concentration of strength against

weakness.

• Encirclement attack:

The encirclement maneuver is an attempt to capture a wide area of the enemy's

territory.

• Bypass attack:

The most indirect assault strategy is bypass. It means bypassing the enemy and

attacking easier markets to broaden one's resource base.

• Guerrilla warfare:

It consists of waging small intermittent attacks to harass and demoralize the

opponent and eventually secure permanent footholds.

8) Wall paintings, pamphlets_ distribution procedure in the public can also help in the

promotion of Bajaj home appliances.

60

BIBLIOGRAPHY

“Two or three constitutes a success”

61

BIBLIOGRAPHY

WEBSITES

• www.bajajelectrical.com

• www.google.com

MAGAZINES

• Business in India

BOOKS

• Marketing Management by Philip Kotler

62

QUESTIONNAIRE

NAME OF DEALER :

ADDRESS :

NAME OF SHOP:

• Which home appliances do you use as a gift items?

Bajaj [ ]

Usha [ ]

Philips [ ]

Maharaja [ ]

Inalsa [ ]

• Which home appliances do you think is best & why?

1)Bajaj 2) usha 3)Philips 4)maharaja 5)inalsa

• What are the strength of Bajaj home appliances ?

• What is the marketing prospect of Bajaj home appliances ?

Good [ ]

Average [ ]

Bad [ ]

• Are you satisfied with the margin you are get by buying Bajaj home

appliances?

Yes [ ] No [ ]

• For which brand of home appliances the demand is high?

63

Bajaj [ ]

Usha [ ]

inalsa [ ]

philips [ ]

maharaja [ ]

• How much percentage of companies prefer following brands home appliances ?

Bajaj [ ]

Usha [ ]

inalsa [ ]

philips [ ]

maharaja [ ]

• What are the reasons for switching users from Bajaj electrical to other

electricals?

1)Large delay in servicing

2)Lack of marketing strategies

• How would you rank Bajaj electrical on the scale of 10?

____________________________________

64

ANNEXURE

2. Respondents list:

Sr.

no. Company Name Address Region/Sector Contact no.

1 Dainik jagaran

50,okhla

ind.area,phase-3

New Delhi

91-11-3020300

2 Hero electronics

51,okhla industrial

area,phase-3 New Delhi 91-11-41820050

3 Mankind (unwanted-72)

236,okhla ind.area

phase-3 New Delhi 91-1146541264

4 Happy Sound Industries

247,okhla ind.area

phase -3 New Delhi 91-11-6919026

5

Jacob engineering

India(p)Ltd 242,okhla ind. area New Delhi 91-11-26846500

6 Bharti airtel limited

224,okhla ind.area

phase-3 New Delhi 91-1141612222

7 Ahuja Radios

215,okhla ind.area

phase-3 New Delhi 91-11-26831549

8 TNT india Ltd.

32,okhla ind.area

phase-3 New Delhi 91-11-41004242

9 Radio mirchi

201,okhla ind

area.phase-3 New Delhi 91-11-41798341

Sr.

no. Company Name Address Region/Sector Contact no.

10 Titan industries Ltd

202,okhla

ind.area,phase-3

New Delhi

91-11-6662868011 Agl technologies Ltd B-25/2,okhla ind New Delhi 91-11-26388822

65

area,phase-2

12 Asian Handicrafts

s-31,okhla ind.area

phase-2 New Delhi 91-11-26389028

13

KL khanna and

industries.

c-68/3,okhla ind.area

phase -2 New Delhi 91-11-26386183

14

Arihant industries (cold

storage)

c-53,okhla ind. Area

phase-1 New Delhi 91-11-26811715

15 Bothra industries

x-53, okhla ind area

phase-2 New Delhi 098100444960

16

Gold en Industries Pvt.

LtdL

E-45/4, Okhla

Industrial Area,

Phase-II, New Delhi 011 416023160

17

Matchless Industries Of

IndiaI

216, Okhla Industrial

Estate Phase-Iii New Delhi 011 26830070

18

Kirpal Manufacturing Industries

B-115, Okhla

Industrial Area

Phase-I New Delhi 011 268132400

66

Sr.

no. Company Name Address Region/Sector Contact no.

19

poly glass fibre industries pvt ltd

265, okhla industrial

estate phase III

New Delhi

011 269130250

20 Dipin Creations India

S-44, Phase-II, Indl.

Area, Okhla New Delhi 011-26385625

21 Divesh Enterprises

B-160, DDA Shed,

Indl. Area, Phase-I New Delhi 91-11-26238346

22 Divya Jewellers Pvt. Ltd.

X-34, IIndl. Area,

Phase-II, Okhla New Delhi 91-11- 41612717

23 EFY Pvt. Ltd.

D-87/1, Indl. Area,

Phase-I, Okhla New Delhi O11-26817563

24 Fabric Aid India

D-5/6, Indl. Area, Ph-

II, Okhla New Delhi

011-26389240-

42

25 Hemtech India

C-56/2, Phase-II,

Indl. Area, Okhla New Delhi 011-41614556

26 Grindlays Engineera

B-71, Okhla Indl.

Area, Ph-I, New Delhi 011-26815307

27 Doaba Alloys Pet. Ltd

D-12, Indl. Area,

Phase-I, Okhla New delhi 011-26811640

Sr.

no. Company Name Address Region/Sector Contact no.

282J.V. Enterprises

D-167, Phase-III, Okhla

New Delhi

011 65603289

29 I.T. Solutions

D-28/5, Indl. Area,

Phase-I, Okhla New Delhi 011- 41609511

67

30 Icon Powders Inc

B-177, Indl. Area,

Phase-I, Okhla New Delhi 91-11- 26814350

31 Hero Exports

50, Indl. Estate,

Phase-III, Okhla New Delhi 91-11- 41820000

32

Eagle Information

Systems Pet. Ltd.

A-1, Phase-II, Indl.

Area, Okhla, New Delhi 011-41616028

33

Dolphin Printers C-34, DDA Complex,

Phase-I, Okhla New Delhi 011- 26817063

34 Kei Industries Limited

K

D-90, Okhla Industrial Area Phase-I,

New Delhi 011 26810242

0

35

Sharda Motor I ndustries

Ltd

D-188, Phase-I,

Okhla Indl New Delhi 011 26815592

36 HM Industries

H

A-18,Okhla Industrial

Area,Phase-II New delhi 011 26387811

0

Sr.

no. Company Name Address Region/Sector Contact no.

37

3

Elemech Pneumatic Industries Pvt Ltd

I

103,Okhla Industrial

Area,Phase-II,

New Delhi

011 26388009

0

38 Sumdit Industries

S

T-13, Okhla

Industrial Area

Phase-Ii, New Delhi 011 32108659

0

39 Console Industries

C

61, Okhla Phase 1 New Delhi 011 65687185

40 Satwant Industries

S

C-32,Okhla Industrial

Area,Phase-I New Delhi 011 26816599

0

45

Rita Industries Private

Limited

L

D - 51, Phase-1,okhla

ind area New Delhi 011-26810333

2

68

46 AK Precision IndustriesA

C-36, Okhla Phase 1, Okhla Industrial Area, New Delhi 011 263728390

47

Kirpal Manufact uring.

IndustriesII

B-115, Okhla Industrial Area Phase-1

New Delhi - 011 26813240

Sr.

no. Company Name Address Region/Sector Contact no.

484 Reva Auto IndustriesR

C-106, Okhla

Industrial Area

Phase-Ii

New Delhi

011 26319578

49 RK Precision IndustriesR

F-248,Okhla

Industrial Area

Phase-Iii New Delhi 011 260880380

50 Elofic Indust ries Ltd

A-14,Okhla Industrial

Area,Phase-II, New Delhi 011 263880200

51 Kuldip IndustriesK

138,Okhla Industrial Area Phase-I,

New Delhi 01126819035

52

Bhardwaj Packaging

IndustriesI

A-5,Okhla Industrial Area Phase-I,

New Delhi 01126225978

69

53 Ashwani Industries

171,Okhla Industrial Area Phase-I,

New Delhi 011 26811523

54Adman Technologies Pvt. Ltd.

A53, 1st FloorOkhla Phase 2,

New Delhi 011-40550996

55

Photon Lighting

IndustriesIC-86,Okhla Industrial Area Phase-I, ,

New Delhi 011 3093994056 Fair Deal Industries ID-56, Okhla Phase-I New delhi 011 268189580

Sr.

no. Company Name Address Region/Sector Contact no.

575 Rangersons IndustriesR

31, Okhla Industrial Estate Phase-Iii,

New Delhi

01126929344

58

Gogai Chemicals

Industries Pvt LtdI

A-127, Okhla

Industrial Area Phase-

Ii New Delhi 011 263860070

59 Next Gen Publishing Ltd 24, 30 Okhla Phase 3, New Delhi 09899591218

60 Game Land IndustriesG

133, Okhla Industrial Estate Phase-Iii,

New Delhi 011269165412

61 Kapish IndustriesK

Badli Industrial

Estate, 57, Phase-11 New Delhi 011 278595590

62 Alaska Tyres Pvt LtdA

,

F-26/3, Okhla Industrial Area Phase-Ii,

New Delhi 011 26811523

70

65 Maksson Electrical Ind. 38,Okhla Phase-Ii New delhi 011 263831230

Sr.

no. Company Name Address Region/Sector Contact no.

666 Monarch Surgical IndustriesI

62,Okhla Industrial Area Phase-II

New Delhi

011 23689237

676 Paintwell IndustriesP

9,Okhla Industrial

Area Phase-II New Delhi 011 263859300

68 Neelam IndustriesN

C-59/2, Okhla Industrial Area Phase-Ii,

New Delhi - 011 263837940

69 Khanna IndustriesK

A-269 Okhla Industral Area, Phase-I,

New Delhi - 011 250714260

70 Pragti IndustriesP

B-32,Okhla Industrial Area Phase-II,

New Delhi - 011 26388488

71 Ashish Glass IndustriesA

49,Okhla Industrial

Area Phase-II, New Delhi 011 263858870

71

74Maruti Packging Industries

I

A-105-106,Okhla Industrial Area Phase-II

New Delhi

N

75 Popular Steel Industries

P

D-3/5, Okhla Industrial Area Phase-Ii,

New Delhi - 011 26389104

Sr.

no. Company Name Address Region/Sector Contact no.

76 Star Cables Industries

S

Z-20, Okhla Industrial Area Phase-Ii,

New Delhi

09810459494

77 Kay Aar Industries

K

E-203, Flatted Factory Complex, Okhla Phase-III,

New Delhi- 011 26839908

78Popular Steel Industries

D-3/5, Okhla Industrial Area Phase-Ii,

New Delhi - 011 26389104

79 Duke Electric Industries

D

B-77, Okhla Industrial Area Phase-Ii,

New Delhi 09810003436

80

Pioneer Plastics Industrie

Private Limited

P

A 135, Okhla Industrial Area, Phase 2,

New Delhi 09310390449

81 Argent Industries

A

267, Okhla Industrial Estate Phase-Iii,

New Delhi - 011 2631530782 Dilite Hi-Tech Furniture

B-223, Okhla New Delhi

72

Industries Pvt Ltd

I

Industrial Area Phase-I,

83

Ess Ess Industries (Corrgtd Boxes)

B-117,Okhla Industrial Area Phase-I,

New Delhi 011 26811527

Sr.

no. Company Name Address Region/Sector Contact no.

84

Dhruvco Carton

Industries

I

D-119, Okhla Industrial Area Phase-I,

P

New Delhi

85 BJW Industries

B

B-178, Okhla Industrial Area Phase-I,

New Delhi 09911239221

86

Gogai Chemicals Industries Pvt Ltd .

A-127, Okhla

Industrial Area

Phase-Ii, New Delhi - 011 26386007

0

87

Concord Electrical

Industries

I

46,47Okhla Industrial

Area Phase-II, New Delhi 011 26384743

0

88 Saini Rubber Industries

S

A-53, Okhla

Industrial Area

Phase-2 New Delhi - 011 32970478

0

73

89 Alaska Tyres Pvt Ltd

A

F-26/3, Okhla

Industrial Area

Phase-Ii, New Delhi

90

Cannon Industries Pvt Ltd Write a review

D-15/2, Okhla Industrial Area Phase-I New Delhi

- 011 26810163

74