Marketing Strategy for GreatWhite Electrical Pvt Ltd

Marketing Strategy for GreatWhite electrical pvt ltd.

A

REPORT

ON

Marketing Strategy For GreatWhite Electrical pvt ltd

A report submitted in partial fulfilment of

the requirements for

MBA Program of

IBS Hyderabad

Date of submission: 02nd JUNE 2012

BY:

Ankur Gupta

11BSPHH011137

Ankur Gupta 11BSPHH011137 Page 1


AUTHORIZATION

This report is submitted in partial fulfilment of the requirements for

MBA

Program of IBS Hyderabad.

JUNE 02ND, 2012 Ankur Gupta

SUBMITTED TO:

Mr. Ram Bengani Shri. L. Shridharan

Mr.Chirag Boradia Faculty Guide

(Vice- president) IBS Hyderabad

PROJECT GUIDE

GreatWhite Electrical Pvt ltd



Table of Contents:

TITLE PAGE NO.

Acknowledgement.................................................. 5

Executive Summary................................................. 6

1. Introduction

1.1 Background.............................................

1.2 Objective.................................................

1.3 Methodology...........................................

1.4 Limitation................................................

7

7

8

9

2. Economy Industry Analysis

2.1 About The Industry................................. 10

2.2 Major Players.......................................... 12

2.3 Industry Structure.................................... 13

2.4 Challenges Faced By Electrical

Equipment Industry in India.................... 17

2.5 Demand Drivers for Electrical

Equipment Industry................................. 18

2.6 Critical Success Factor............................ 20

2.7 Current Happenings................................. 23

3. Company Analysis

3.1 Profile of Conglomerate.......................... 24

3.2 Company Profile...................................... 26

3.3 Products & Services................................ 27

3.4 Business Segmentation Analysis............. 29

3.5 Market Dynamics.................................... 29



3.6 Competitor Analysis............................... 31

3.7 Product Positioning................................. 36

3.8 Business Life Cycle................................. 39

3.9 Promotional Practice............................... 40

3.9.1 Branding..................................... 41

3.10 Customer Relationship.......................... 44

4. On Site Project Report

4.1 Objective................................................. 47

4.1.1 Brand Promotion & Awareness.. 47

4.1.2 Development of Business

Model......................................... 48

4.2 Market Research to Check

Project Buying Behaviour & Find

Probable Market Place for

GreatWhite Products.................... 55

4.3 SAS Analysis........................................... 76

5. Conclusion 79

6. Recommendation 80

7. References 81

8. Appendix 82

ACKNOWLDGEMENT

I am extremely grateful to IBS Hyderabad for having prescribed this internship and project work to

me as a part of the academic requirement in the MBA course. The completion of this project work

has enabled me to gain invaluable knowledge.



I would like to offer my sincere thanks to GreatWhite Electrical Pvt Ltd, for showing such great

confidence in me and providing me with an opportunity to work on a project and understand the

market from the very first day.

I would like to thank Mr. Ram Bengani and Mr.Chirag Boradia my project guide (Vice President),

without whose support this report would not have been possible.

I would like to express my gratitude towards Mr Rajesh Pandey (Regional sales head), Mr. Mukesh

Jain (Authorised stockiest) whose invaluable support and guidance has helped me to gain

knowledge of various aspects of electrical switches and cables industry.

I would also like to express my gratitude towards Shri L.Sridharan, my faculty guide who

continuously and convincingly conveyed a spirit of excellence and excitement with regards to her

support and encouraged me to work optimally, which is one of the most essential prerequisite of an

effective manager.

I would also like to extend my Gratitude to all Builders & developers and architects who gave me

their valuable time and opinions which went into putting my report together.

Executive Summary

The project is based on finding the probable place for new start-up GreatWhite electrical pvt ltd in

electrical switches and cables industry. This project was also aimed at understanding the market

dynamics and analyze the possible threats and opportunities for this new firm.



Starting from analyzing the competitor and market of Ghaziabad and Noida and some parts of

Delhi. Followed by getting to know the project buying behaviour and how GreatWhite need to

change its marketing strategy in order to survive well and gain market share.

For this number of interviews were conducted firstly with the local retailers and dealers followed by

project head and architects. For this after conducting interviews certain variable were developing

and then market research is conducted in order to find which variable affects the buying behaviour

most and thus modify the marketing strategy for the company in order to target the targeted

customer and thus in return serve them and create customer value.

Certain promotional activities and brand awareness were also carried out followed by giving out

suggestion to company management on to how to device new strategy in order to tap new

customers and retain existing.

For promotional activities Billboards was also designed by me and sample boards was also actively

designed and distributed.

After understanding the work culture of builders and dealers and knowing their hardship face by

them I also developed and suggested a Business model (Direct 2 Business Model) which can help

the two to a great extent and thus increase the sales for the company and create loyal customers.

INTRODUCTION

1.1 Background

With the increase in developmental activities for a country the demand for power increases at a

much faster rate. Capability of proving round the clock power facilities is also considered as of the



aspect of evaluating the economy that how much he is self sufficient. In order t transfer that power

and distribute it efficiently electrical equipment plays the vital role. For efficient transmission and

distribution we need superior quality of electrical equipment.

With increase in developmental activites in a nation this led to the increase in disposable income of

people and hence demand for better living increases.With the rapid urbanization demand for space

for living increases and hence in order to lighten the place demand for electrical switches and cables

also increases.

To develop these devices hundreds of players are contributing to this sector in India. One such

company is GreatWhite electrical pvt ltd based in Mumbai.

Founded by Mr.J.L shah who had a 5 decade of experience in this segment. Once the owner of

Anchor electrical pvt ltd they sold it to Panasonic in 2007. After the end of agreement they re-

entered with GreatWhite

1.2Objective:

To study market size of the electrical equipment and electrical switch and cable

manufacturing industry.

To do competitive analysis and study market structure of Ghaziabad and Noida.

To find probable place for GreatWhite electrical pvt ltd.

To create brand awareness and carry out brand promotional activities.

To develop Business model.

1.3Methodology:

In order to carry out the task exploratory research was conducted by conducting surveys and

interviews with builders, Architects, dealers, sub-dealers.

1.3.Exploratory Research



Exploratory research seeks to discover new relationship, emphasis on discoveries of ideas.

Marketing research devotes a significant portion of their work on exploratory studies when very

little is known about the problem being examined. In this case exploratory research is used to

achieve the objective of the study.

1.3.2 Data Collection

Primary data was collected through field work and personally meeting the architects, dealers,

builders & developers. A structured questionnaire was prepared to record the responses of different

stakeholders. The questionnaire consists of Open ended questions and close questions.

OPEN ENDED QUESTIONS:

In this type of questions respondents are free to answer in their own words and express the ideas

they think are relevant.

Secondary Data

The study also involves use of internet, books, various journals and papers so as to accomplish the purpose of study in a better way. Secondary data is collected to mention facts and figures from previous reports and articles.

1.3.3 Sample Size:

As our man target was promoting to some of the prominent builders & developers of noida and

gaziabad. We took a sample size of 30 persons.

1.3.4 Research Tools:

1) Structured questionnaires: To record and document the responses of interviewees.

2) Microsoft Excel 2007: To compile the responses and to get a summary of the data using a custom

made automated sheet and pivot tables.

3) SAS Software: Factor analysis is used for provides statistical output

1.4 Limitations:

These are some of the limitations of the study:



Time span- the time span for the study is just two and half months which acts as one of the

limitation.

Population –the population on which research has been done are mainly the

Builders from noida and collecting responses from them are tough task. So sample size is less.

Reliability-the data so collected was all through personal interviews but many

Builders just filled the questionnaire for the sake of filling it up without any

Interest.

Budget Constraints- Due to Budget Constraints, there was no incentives given to the respondents

which is a practice used normally in order to increase any respondent’s seriousness while filling up

of the questionnaire.

2.1About the industry:

Electrical industry has come out of the regulated and proprietary industry to de-regulated, buoyant

and competitive industry. Private companies entered the market and opened stiff competition after



privatization and liberalization which have taken place in several countries. Since then electrical

market face many challenges and transformations with changing technologies and changing

consumer demands. Post liberalization has opened doors for foreign investors and companies thus

also brought a challenge and opportunity for many Indian companies. As of 2011-12 the market

size of switches and accessories in India is growing at 16% y-o-y and is pegged at Rupees2400

crore. Out of which home market contributes 1400 cr and enterprise contributes 1000 crore.

The infrastructure sector (especially power) remains a key focus for the Government of India (GoI)

because of its importance in overall economic development of the country. The electrical equipment

industry plays a vital role in infrastructure development, especially in the power sector. India has

capitalised on the advantages of low cost of labour and its vast manpower base to establish itself as

a strong manufacturer and exporter of electrical equipment.

To keep pace with the reforms in the power sector, over the years, GoI has encouraged foreign

participation in the manufacture of electrical equipment through joint ventures, an example being

the joint venture between Larsen & Toubro and Mitsubishi Heavy Industries (MHI) and with

Mitsubishi Electric Corporation (MELCO) in Jul 2008. As long as the problem of acute shortage of

power continues to plague the country, ample opportunities exist for foreign electrical equipment

manufacturers to enter the Indian market. GoI has also encouraged Foreign Direct Investment (FDI)

into the sector. During Apr 2000 to Jun 2010, the electrical equipment industry attracted FDI inflow

of US$ 2.2 bn, which represents 2% share in India’s overall FDI inflow. However, despite a strong

domestic manufacturing base, imports play a crucial role in the sector. Significant expansion in

domestic manufacturing capacity and research and development (R&D) activities would be required

for reduction of reliance on imports of electrical equipment.

A number of well established players operate in the Indian electrical equipment industry, from large

public sector companies such as Bharat Heavy Electricals Ltd (BHEL), private players such as

Crompton Greaves and multinational companies such as ABB Ltd to numerous small and medium

enterprises (SMEs). Besides China, India is among the few developing economies with capabilities

of manufacturing an entire range of equipment for power generation and transmission. India has

developed strong capabilities in manufacturing products such as transformers and generators as

reforms in the power sector have induced players to improve quality levels.

Advent of new companies, constant change in the price structure, and leap in manufacturing

capacity, affect the profitability & margins of the companies drastically. Problem in the distribution

of the electronic products in rural area and semi urban area, lack of awareness of the products, and



widespread presence of gray market of electronic goods in India, are a matter of deep concern.

Manufacturers have got to shed focus on distinction of the products not only in terms of packaging

but also considering look & technology. This can stand the veritable & genuine products out from

the generic & shoddy products. Easy access to internet information and presence of extensive array

of choices have made the consumers smarter, they want to own a quality product at low rate,

leading to the fierce competition.

The sentiment of the industry is generally measured in terms of research intensity, export & import

capacity, expertise development, infrastructure enhancement, and etc. The entire structure of the

industry is determined by the government policies & provisions which should be conducive &

optimal.

However, despite such achievements, the Indian electrical equipment manufacturers have not

reached the competitive levels of players in the developed nations such as the US and Germany.

India is weak compared with these countries in terms of automation in production, R&D

expenditure and training and development.

The Economic Survey 2011-12, tabled in the Parliament on Thursday said the following on

industry: Industrial growth in the country has, in terms of long run trend, remained aligned with the

growth rate of gross domestic product (GDP). The long-term average annual growth of industries

comprising mining, manufacturing, and electricity, during the post-reform period between 1991-2

and 2011-12, averaged 6.7 per cent as against GDP growth of 6.9 per cent. Inclusion of construction

in industry raises this growth to 7.0 per cent.

As the demand for switches and accessories and electrical wirings and cables mainly depends on

construction in household sector.So,with the increase in construction of buildings for home and

office purpose increases thus the demand for electrical components increases.

Also according to economic survey: With institutional credit for housing investment growing at a

CAGR of about 18-20 per cent per annum in next three-five years, the housing sector's contribution

to GDP is likely to increase to 6 per cent. Thus it indicates positive growth sign for the electrical

and power distribution equipment manufacturer.

With the opening of FDI in real estate sector the demand for high quality and designer electrical

components is increasing at a faster rate. The policy of FDI took up by government also led the

world famous companies like Schneider and Philips to setup their distribution channels in India

which they started in 2011.


http://economictimes.indiatimes.com/topic/GDP

http://economictimes.indiatimes.com/topic/Industrial%20growth

http://economictimes.indiatimes.com/topic/Economic%20Survey%202011-12


Being a member of BRIC nations, India is sustaining a industrial growth rate of over 5%. Thus

providing easy credit facilities to upcoming industries. State governments are also providing

facilities like land and power at subsidized rates to promote industrial activities. They are taxing

low on sales and annual production thus promoting entrepreneurial activities.

As such there is no Regulatory authority in electrical and power distribution equipment

manufacturing sector. But certain certifications are necessary. ISI being the most important and CE

certificates, AX rating certificates were also demanded by some of the institutions.

2.2 Major Players: Electric Equipment manufacturers in India.

Top eight companies by their total assets value.

Company Total assets

Siemens 2927.20

Crompton Greaves 2317.48

ABB 2214.12

Havells India 1474.13

HBL Power 1226.31

Emco 904.37

Techno Electric 696.43

2.3 Industry structure:

Global electrical equipment industry

The global electrical equipment industry consists of the following two segments:

a. Global heavy electrical equipment market — power generating equipment, including wind



turbines, and other heavy electrical equipments such as power turbines, heavy electrical machinery

intended for fixed-use and large electrical systems.

b. Global electrical components and equipment market — electric power cables, Transformers and

electrical switchgear, Transmission Line Towers, etc.

The global EE market is expected to increase from more than US$ 3 trillion (2008-15) to US$

6.8 trillion (2016-30). This translates into ~2% CAGR over the long term.

Global Electrical equipment cumulative demand (US $ Billions)

Indian electrical equipment is one of the fastest-growing industries in the country, catering to a

gamut of industrial sectors. The power sector remains the largest consumer for electrical equipment.

Increased activity in India’s power sector (generation, transmission and distribution), improving

industrial climate and GoI’s initiatives over the past few years have been key drivers for growth in

this industry. Moreover, it is highly fragmented, with SMEs having significant presence.

The electrical equipment industry has a strong manufacturing base in India and produces a wide

range of products. Electrical equipment and machinery are principally used in the power sector

(generation, transmission and distribution) and manufacturing industries such as automobiles,

cement, steel, petrochemicals and refining, etc.

Electrical equipment broadly includes rotating machines (Electrical generators and electric motors),

switchgears and control gears, transformers, cables, capacitors, transmission lines and energy

meters.



Growth in industry size of major electrical equipments ( INR crore)In the past two decades, consolidation of the Indian electrical equipment industry, has created

stronger companies with greater size and economies of scale, extensive product ranges, better

financial strength and wider access to foreign markets. While there are a few large players with

dominant presence, several SMEs specialise in specific product lines.

SMEs play an important role in the growth of the Indian economy, contributing to about 45% of the

industrial output and 40% of exports and employing around 42 mn people. SMEs generally require

less capital investment and therefore have low technological capabilities. As a result, most SMEs

operate in the lower-end of the value chain where the requirement of high technological capabilities

is limited.

Market size 2010-11

The fortunes of the Indian electrical equipment industry are tied to the power sector. GoI’s strong

thrust on improving the power scenario in the country has resulted in introduction of several power

sector reforms that have boosted the electrical equipment industry. The power sector increased its



investments in new equipment and systems to bring down power losses (technical as well as theft)

and be more commercially viable. This need arose after the unbundling of state-owned power

utilities and corporatisation of transmission and distribution sectors in early 1990s.

Over the years, through increased focus on research and development, the industry has seen

significant technology upgrade which has brought it at par with most other Asian nations, although

India still lags most developed nations by quality.

Further, various infrastructure development schemes such as the ongoing Accelerated Power

Development and Reforms Programme (APDRP) for modernising transmission and distribution

network and lowering cash losses incurred by distribution entities, have provided impetus to

demand for electrical equipment such as distribution transformers, switchgears and power

capacitors. Moreover, deli censing and approval for foreign collaborations with 100% FDI also

drove growth in the industry since FY04.

The electrical equipment industry recorded strong growth of 11.25% in FY10, on the back of

economic recovery. The industry had recorded a subdued 2.73% growth in FY09 owing to the

global financial meltdown. However, growth picked up in the second half of FY10, when the

industry grew by 20%. Recovery, mainly in real estate and infrastructure, provided the necessary

boost to the industry.

Growth in certain product segments such as rotating machines, switchgears and cables was more

than 30% in the last quarter of FY10. Revival in economic activity, GoI’s stimulus packages, export

incentives and the ongoing thrust on programmes such as the Rajiv Gandhi

GrameenVidyutikaranYojana (RGGVY) and the Accelerated Power Development and Reform

Programme (APDRP) also supported growth in the electrical equipment industry.

Vision 2022 for Indian Electrical Equipment Industry

Domestic demand for the electrical equipment

The demand for electrical equipment in India is expected to witness significant expansion on

the back of the growth of the power sector. The government is likely to add around 78 GW and 100

GW, respectively, under its Twelfth and Thirteenth Five Year Plans.

Investment required for the Twelfth Five Year Plan period in the generation and T&D segment is

expected to be US$ 85 bn in generation, US$ 45 bn in transmission and US$ 70 bn in

distribution13.

Based on investment estimates and capacity addition targets, it is expected that the domestic



demand for generation equipment (BTG) will be in the range of US$ 25-30 bn by 2022, while

that of the T&D equipment industry will be US$ 70–75 bn14.

Equipment Twelfth Plan

(2012-2017)

Thirteenth Plan

(2017-2022)

Generation

Equipment(BTG)

US $ 60-70 bn US $ 110-120bn

T&D equipment US $ 140-150bn US $ 200-230 bn

Plan wise Equipment demand ( cumulative)

Size in FY 11

(US $ bn)

Size in FY 17

(US $ bn)

Size in FY 22

(US $ bn)

Generation Equipment

Boiler 3.8 5.8 11.7

Turbine 1.6 3.3 6.7

Generator 0.6 3.3 6.7

T&D Equipment

Cables 3.4 7.4 13.9

Transmission Lines and Conductors

3.1 6.7 12.7

Transformers 2.7 5.9 11.1Switchgear 2.0 4.4 8.2

Rotating machines 1.4 3.0 5.7Energy Meter 0.5 1.1 2.0

capacitors 0.1 0.2 0.5Others 5.2 11.2 20.9

Equipment Wise Demand Projection

There has been an overall growth in most segments of the electrical equipment industry — in

boilers, turbines, generators, transformers, switchgears, and wires and cables due to the high

demand from Central and State power utilities.

India‘s electrical equipment industry is expected to grow steadily and witness growth



opportunities as a result of government’s focus on capacity augmentation across generation,

transmission and distribution. The government has stipulated ―Power to all by 2012‖ under its

National Electricity Policy (NEP), with a target of achieving 1,000 KWh per capita consumption of

electricity by 2012. Significant infrastructure investments have been planned across the generation,

transmission and distribution segments to realize this target by 2012.

Domestic T&D capacities and utilization

There is significant capacity in India’s T&D equipment segment. The bulk of T&D equipment

industry segment is operating at capacity utilization between 50%–80%. The domestic T&D

segment is geared to cater to the expected growth in the demand for T&D equipment.

Domestic T&D capacity utilization (2011)

India has come a long way in electrical equipment manufacturing. Today, the country

manufactures a large variety of electrical equipment. In the generation segment, it

manufactures boilers, turbines, generators, balance plants, etc. In the T&D segment, it makes

and exports a wide array of equipment from transformers to cables. New technologies that

are being introduced have been brought into the domestic manufacturing domain by foreign

players. These players have come into India either independently and set up their own

manufacturing facilities or through the JV route.

The domestic electrical equipment industry is expected to witness excess manufacturing

capacities across generation, transmission and distribution segments. With a large share of

generation equipment demand for the Twelfth Plan already ordered, there are lesser new

orders for the generation equipment industry segment. Rising imports, in generation as well

as in T&D segments, will add to the challenge of utilizing existing capacities.



2.4 Challenges faced by the electrical equipment industry in India

While the domestic electrical equipment industry has made rapid strides in production and exports

over the past several years, it faces several challenges. Raising domestic production capacities

substantially to counter stiff competition from countries such as China and to keep up with

domestic power sector developments remains a key challenge. Further, greater focus on R&D

activities to improve quality of equipment to match the standards of most developed economies also

remains vital. Major challenges faced by the industry are highlighted below:

Shortage of skilled manpower: The Indian electrical equipment industry continues to face severe

shortage of skilled manpower. Although the country has a large number of engineering colleges, a

significant misalignment exists between education and employment in the sector. The main reason

is that the engineers that graduate do not possess the necessary skill-set, which in turn is attributed

to outdated syllabi used by colleges, lack of practical training, non-exposure to products and limited

awareness about the industry. Moreover, many engineering graduates perceive the electrical

equipment industry as ordinary and slow moving, entailing limited career options and inadequate

salaries and thus they opt for other sectors such as Information Technology (IT). This demand-

supply mismatch can be addressed partially by updating the current curriculum followed by

engineering colleges.

Inadequate research and development facilities: The Central Power Research Institute (CPRI) is

an R&D testing laboratory set up by GoI, where majority of electrical equipment are tested and

certified. Current facilities of the institute are inadequate in terms of capacity and voltage class.



While the facilities at the CPRI testing labs in Bhopal and Bengaluru can cater to short circuit tests

on transformers up to 90 MVA, 220 kV, for higher capacity testing, the industry has to depend on

imports from developed nations. Therefore, the CPRI testing facilities need to be upgraded for the

industry to keep up with the country’s massive power programme.

Inadequate transportation facilities: Given the massive expansion taking place in the power

sector, transportation of electrical equipment is a critical factor. Any electrical equipment weighing

more than 32 MT needs to be transported via vehicles with hydraulic axles only (hydraulic trailers).

However, availability of hydraulic axles is low, as India does not have many domestic

manufacturers. While axles can be imported, it has proven to be expensive and cumbersome.

Further, the central and state Governments have adopted a highly complex procedure for providing

registration clearance for movement of consignments on hydraulic axles; this has led to delays and

increase in project costs.

Inadequate supply of raw materials: Cold rolled grain oriented (CRGO) electrical steel is a

specialised variety that is required in manufacture of electrical equipment such as generators and

transformers. India is highly dependent on imports for this variety of steel. Given the large power

programme outlined by GoI during the 11th and 12th Five Year Plans, there will be huge demand

for transformers and generators. This in turn is expected to result in significant increase in demand

for CRGO electrical steel. Since this product is of strategic importance to the industry, GoI should

look to establish an indigenous CRGO manufacturing facility in India.

Raw material price fluctuations: During FY10, prices of two major raw materials, copper and

aluminium, experienced upward movement. A large off-take from China and frequent disturbances

in domestic copper mines were major factors for price increases. Although there aren’t any easy

solutions for controlling price fluctuations, ensuring that domestic supply of raw materials is not

hampered would insulate the industry from high international raw material prices to some extent.

2.5 Demand drivers for the electrical equipment industry

Demand for electrical equipment in India is primarily linked to development in infrastructure,

specifically the power sector. To sustain the economic boom that the country is experiencing,

development of infrastructure remains a key imperative. Increased focus of GoI to improve

infrastructure in the country over the past few years has boosted demand for electrical equipment;



as long as developments are taking place in India’s power sector, demand for various electrical

equipment is likely to increase. Some of the key demand drivers for this industry are as follows:

Power: Demand for electrical equipment such as transformers and switchgears will be driven by

GoI’songoing efforts to improve India’s power scenario. Huge investments of GoI in the power

sector as well as its objective of ensuring that power is distributed to the remotest village in the

country bode well for the industry

Infrastructure: Infrastructure development remains a key focus for GoI. To ensure better

infrastructure, it has undertaken a large reform initiative, which will bring about business

opportunities for the Indian electrical equipment industry.

Telecommunications: Increasing penetration of the Internet in the country, rising popularity of

broadband connection and introduction of 2G and 3G technologies is expected to drive demand for

cables in the electrical equipment industry.

Real estate: The real estate sector has seen a significant boom in the country. Spurt in construction

of factories as well as commercial and residential buildings has brought along higher demand for

generators (for office as well as residential buildings) and cables. This is expected to drive demand

for electrical equipment.

2.6 Critical success factor:

After being affected by the global economic slowdown in FY09, the Indian electrical equipment

industry recovered strongly in FY10, especially in the second half. Increasing activity in the

infrastructure sector will bode well for the industry in the coming years. The Government of India

has embarked upon an ambitious plan of ‘Power for all by 2012’. This plan aims to achieve an

installed generation capacity of 200,000 MW by 2012. Towards achieving this ambitious target, the

Government has been encouraging formation of joint ventures between Indian electrical equipment

companies and their foreign counterparts that in turn will provide the requisite impetus to the

industry. Further, India’s nuclear deal, which is in initial stages, could generate huge demand for

electrical equipment as nuclear power projects require equipment similar to thermal power projects,

although with some modifications.

On the supply side, efforts to develop better technology through strong focus on R&D are needed to

drive the industry in line with most developed countries. Going forward, quality of electrical



equipment would improve through greater focus on R&D, enabling Indian manufacturers to

compete globally and improve performance in exports.

The following themes have been identified to enhance and sustain growth and improve

competitiveness of the Indian electrical equipment industry:

2.6.1 Enhance EE industry competitiveness

Enhancing competitiveness of the domestic industry is vital to achieving the Mission Plan. The

Indian EE industry should be so equipped that it is naturally able to thwart any competition in the

domestic as well as export markets. The following are the strategic initiatives that are part of this

theme:

► Upgrade technology levels to bring it at par with global benchmarks.

► Develop manpower skills to support industry‘s future requirements.

► Secure supplies of critical input materials.

► Enhance customer centricity.

► Introduce policy changes to provide a level-playing field to Indian EE manufacturers.

► Develop and strengthen support infrastructure.

2.6.2 Increase market share in export markets

India currently accounts for less than 1% of global trade in EE exports. With the demand from

developed countries stagnating and that from developing nations seeing significant increase, there

exists significant potential for India to tap the export markets. To increase the share of exports,

specific actions need to be taken by the Indian government and EE manufacturers. The following

are the strategic initiatives that are part of this theme:

► Identify target markets and develop country-specific export strategies.

► Introduce policy changes to support EE exporters.

► Use the support of Indian embassies and IEEMA to promote EE exports and

Brand India.

2.6.3 Convert latent demand for EE products into real demand



Significant latent demand for EE products exists in India, but the same is not getting converted into

real demand. Specific initiatives are suggested, which needs to be undertaken to create demand in a

wholesome manner, which would play an important role in the development of the industry. The

following are the strategic initiatives that are part of this theme:

► Improve fund availability to power sector.

► Provide fuel linkages and faster regulatory clearance for timely power projects set ups.

► Accelerate Renovation & Modernization activities.

► Accelerate deployment of rural electrification schemes.

► Implement best-in-class procurement policies.

Over the next few months, specific recommendations need to be developed for each strategic

initiative that has been identified across the three themes. Working groups need to be formed and

these will need to drive each strategic initiative.

Indian EE industry is on a critical path of growth. It is imperative that the all stakeholders work

towards development of this industry, which serves the strategic power sector. Right policy

initiatives and actions by all stakeholders will give the industry the momentum to achieve the

desired vision.

2.7 Current happenings: Slowdown hits electrical equipment industry



The growth of India's electrical equipment industry fell to 6.6 percent in 2011-12 as compared to

13.7 percent in the previous year, industry data showed Friday.

"Sluggish growth in power sector and escalating imports of electrical equipment is significantly

impacting the commercial viability of the domestic electrical equipment industry and will have

severe long-term consequences," Indian Electrical and Electronics Manufacturers' Association

(IEEMA) said in a report.

All three segments of the power sector - generation, transmission and distribution - are facing

several challenges which need to be addressed expeditiously, it said.

Growth in capacitor, switchgear and transmission line segments turned negative in 2011-12,

implying distinct slowdown in industrial capex activities and slowdown in off-take by users due to

credit squeeze and high interest costs.

The cable industry is the only sector that has shown a double-digit growth of 25.7 percent in the

year under review.

Company analysis

3.1 Company Profile



Greatwhiteelectricals private limited is in the Manufacturing Of Switch, Socket & Other Electricals

Wiring,Devices& Accessories, Miniature Circuit Breaker (Mcb),Switchgear And Cables. It is a

sister concern of Anchor enterprises private limited. (www.myanchor.in).

The company is based in Mumbai, India. Anchor group consists of set of companies which carries

out works in different sectors. After the landmark agreement between Anchor and Panasonic, the

founding family is further pursuing growth in the 21st century. Anchor Group is foraying into

Realty, Writing instruments, Paints, Cricket and into Electricals with fresh designs and technology

based on decades on experience and expertise.

1. Anchor Realty.

2. Anchor beauty and healthcare.

3. Anchor paints.

4. Greatwhite electrical pvt ltd.

5. Italia pens

The annual turnover of anchor group is US$ 500 million. The conglomerate is also indulged in

various social commitments.

Anchor sees itself as a good corporate citizen of India and every country it represents, with an

objective to solve social problems. Anchor’s policy has always been to ensure that the community

benefits from its success as a Conglomerate with all its initiatives, from educational institutes,

engineering colleges, Aid to Govt. bodies, eco friendly products, community work, etc.

Few contributions are:

Shah & Anchor Engineering College, Chembur, Mumbai . 250,000 sqft space and 2500 students

Navi Mumbai School, 55,000 sqft . Grade 1 to 12

Chinchpokli School, Mumbai

Anchorwala Arts & Commerce College, Kutch, Gujarat

Virayatan Anchor College, Mandvi, Gujarat


http://www.myanchor.in/


RD Education Trust, Mundra, Gujarat

Lonavala & Kundrohi Sanitorium , Kutch , Gujarat

Green Philosophy:

Anchor Realty believes that responsible environmental stewardship is not only an integral part of

doing business , it is the core of who we are as real estate developer. We continually review the

ways we source and use raw material that go into every project and make designs that help

enhance the environment.

Anchor lent a hand in the same with :

Solar Water Heaters

Water Recycling Plant

Eco Friendly material

Planting more trees and saplings

Philanthropy:

Anchor has always believed that it has been blessed with the responsibility of bringing about

revolutionary acceleration of progress based on the precepts of the Mahatma’s words “Be the

change you want to see in the world”.

Anchor has taken the initiative with:

Ahinsa Dham , Kutch, a hospital for animals

Maska General Hospital, Mandvi Gujarat

School for Blind girls, Kutch

Avasyojna Housing for the poor

3.2 About GreatWhite electrical pvt ltd.



GreatWhite electrical pvt ltd is a new venture or can be said as re-entry by anchor enterprises after

selling out 40 year old anchor switches to Panasonic in 2007. After the end of agreement in 2010

Anchor group comes out with GreatWhiteelectricalspvt ltd in 2011. Although the name was

registered much before Anchor switches comes into existence. Currently the company has 2

manufacturing units in India. Out of which one is in Valsad, Gujarat dedicated to manufacturing of

wires & cables. And the other one is in Haridwar, Uttrakhand dedicated to manufacturing of

switches & accessories. It will be for the first time that new age polycarbonate will be used in a

basic piano switch, giving that added security, safety, consistency and aesthetic appeal to the range.

Our Mission:

To attain a level of unparalleled supremacy in electrical Industry.

Our Vision:

To redefine the way people use electrical products by providing them with an unprecedented level

of security and safety through process of extensive R & D and continuous innovation.

Quality Policy

We pledge to our customers and ourselves that we will strive to offer most dependable and

contemporary products and will endeavour to continually improve quality in our operations by

increasing employee awareness and providing required training. We will act with honesty,

integrity and responsibility in all relationships; professionally and personally

Their business philosophy is “Make your work your identity”

“Kaam ko hi apni pehchan banao”

With this philosophy they made an entry back to the business they know best-Electricals.

Product and service offerings :

Marketing planning begins with formulating an offering to meet target customers’ needs or wants.

The customer will judge the offerings by three elements:

1. Product features and quality.

2. Service mix and quality.

3. Price.



The product which GreatWhite electrical deals with are Durable goods and thus these products

require more personal selling and services, command a higher margins and require more seller

guarantees.

In order to cater the needs the company distributes the products through dealer network all around

India. In order to ease out the distribution and easy availability the company has divided regions

and thus appointed C&A agents for such each region.

To give out higher margins the company from time to time give various schemes and offers so that

dealers will get added advantage. The offers like coupons of price ranging from Rs 1 to 50 inside

every box, the rupee one per switch and other extra commission on meeting particular set targets,

various foreign tours are provided at regular intervals.

The company gives out full guarantee on their products like full replacement in terms of any

breakage during installation either it is intentionally or not. If the switch gets melt then the dealer

are asked to replace it without any argument.

3.3 Product offered:

A product is anything that can be offered to a market to satisfy a want or need, including physical

goods, services, experiences, events, persons, places, properties, organizations, information and

ideas.

While planning its market offering the company has addressed five product levels which constitute

a customer value hierarchy.

CORE PRODUCT which tells us about the real benefit or service the customer is buying. Here the

company is offering convenience inside home.

Basic Product: Here the core product is converted to basic product and thus it provides them under

3 brands name .The following table gives the detail about each Brand and what products it

constitutes



Fiana ( Modular )

1.10 Ampere Switches

2. 20 Ampere Switches

3. Power Switches

4.OverLoad Protection

5.Sockets

6.Power Sockets

7.Speed Controllers and Dimmers

8. Accessories ( Cord outlet, TV outlet, Bell indicator, Buzzer Dura, Blanking Off plate

Single)

9. Communication Supports

10. Supporting Modules

11. Hotel and Hospitality

12.MCB

13. Surface J.Box

14.Metal J.Box

15.Twin plates

Petra

It is single mode switch and includes all the products which come under

Fiana brand. Petra is available in White and has main demand in homes

constructed in rural, Tier-2 or Tier-3 cities.

Tivoli

This product range is similar to that of Petra but available in black and

grey colour and have cover plates.

The company is offering new easy to open packaging, with pure white coloured product.

Expected product: Here the set of expectation the customer has is to get good quality and safe use.

Free from electrical shocks and safe handling of electrical equipments.

Augmented product: Here the company is ensuring guarantee on their products and safe delivery of

goods to high end customers.



Potential product: Here the company is continuously working on developing new designs and

colours, improving standard of the product offered, getting new dimensions in their product line.

Services offered :

The product manufactured by the company is light weight electrical equipments .Product being the

pure tangible good no services are offered by the company.

3.4 Business Segmentation analysis:

Market segmentation is the process of dividing the market into meaningful, relatively similar and

identifiable segments and groups.

Before rolling out the plan to distribute the product and services to customer the company has to

segment the market and then decide which segment to target.

The company has segmented the market on the basis of geographic characteristics.

In this case GreatWhite electrical Pvt ltd has launched two brands in the switches segment. Where

Petra is targeted for mass marketing as the major demand for that type of single switch is mainly in

rural areas and tier-2 and tier-3 cities.

To cater the need of metro cities the company has launched Modular switch brand Fiana.

3.5 Market dynamics:

The pricing signals that are created as a result of changing supply and demand levels in a given

market. Market dynamics describes the dynamic, or changing, price signals that result from the

continual changes in both supply and demand of any particular product or group of products.

Market dynamics is a fundamental concept in supply, demand and pricing economic models.

Dealing with the market dynamics of the company.Following the trend of industry the demad for

the products offered by the company depends largely on the growth of real estate and the power

generation in the economy. When the real estate growths at a faster rate thus in order to lighten the

home and office the demand for electrical equipment rises. Major portion of the demand for

electrical switches, wires and cables comes from real estate made for residential purposes.

The homes developed for residential purposes can be distinguished in two segments. Where one are

ready to move and second one is where land is acquired and then built as per owners preference.



Due to population burst and rising employment in Delhi/Ncr regions and parts of western Uttar

Pradesh the demand for space for residential purpose is increasing. In order to cater to the rising

demand and due to lack of available land more and more rady to move flats are offered to the mass.

As a result of which the demand for modular switches and cables are rising.

Due to rise in demand many local, national as well as international manufacturers are targeting this

market. In order to compete on the basis of price no company can premium price their product.

They all have to compete within a price, where some companies give extra benefits lie discounts

and international players give out better designs.

The companies has to roll out various models based on the project size. As total of 3% of the total

project cost is took away by electrical components and out of which .5 to .75% contributed by

electrical switches and cables.

So in order to get that share the company GreatWhite Electrical Pvt ltd has priced their products by

seeing the wallet of a consumer and thus price competitively.

3.6 Competitor Analysis:

Being the founder and maker of Anchor brand the biggest competitor for this company is anchor

itself. Although they have sold it to Panasonic but still it holds a market share of around 60%.

The major competitors for the company in the modular segment



National

1. Roma from Anchor.

2. Ryder from Anchor

3. Havells

4. Crabtree from Havells

5. Schnieder

6. Philips

7. North-west

8. Seimens

9. Legrand

10. ABB

11. MK (Honeywell)

12. CPL

13. Woods

14. Salzer group

The two major competitors for the company are Anchor and Havells.

Anchor capturing the market share of 60% and on the other hand 20% took away by Havells.

There is tough competition from presence of international players like Legrand and recent entry into

market by Paris based Schneider Electric co.

Where on one hand Schneider is offering the international design and latest state of the art

technology, which the local market has never seen before. And Legrand is enchasing and gaining

market share through its already existent goodwill and designs and due to their expertise and global

presence and Brand Equity .Providing all the benefits to the right customer is one of the key to

success.

Havells is the second major competitor for GreatWhite electrical pvt ltd in the Indian market.

Havells being in top-3 in switchgear ,lighting and cables. They spend around 8% of their profit on

advertisements and promotions. Catering to the needs of consumers with wide range of electrical

appliances they are coming up with new products like Coolers and Geysers. The company has also

taken the initiative to reach directly to the consumers through "Havells Galaxy" – a one stop shop

for all electrical and lighting needs. Havells has more than 100 such Galaxies across the country.



The problems with the Havells is their declining quality in Switchgears and cables and other

appliances as per our interaction with electrical shop owners in Gaziabad and Noida.

The biggest competition is with Anchor electrical which is a consolidated subsidiary of Panasonic

India. Targeting Indian market with an objective of “Placing its organization as India’s No.1 and

most respected wire and cable company. We rate our customer as first priority ,quality as first

commitment, people as our greatest resource” said by Vice president sales Mr.Ashok ganger in an

interview with economic times. Thus it clearly indicates that they thinking of long term target and

doesn’t posses any great threat for GreatWhite in short term.

The company is investing much in Research and development for developing eco-friendly goods.

And after acquiring by Panasonic their sales have increased manifolds in the past 5 years. The

demand of anchor is due to its 40years of trust and brand equity. Although being the number one

there are many hard shifts faced by Anchor. Getting a well-established wide distribution base of

2,00,000 distributors around country, the company is losing out the confidence of their distributor

due to improper supply of products. Giving out less benefits in terms of margins are also forcing

distributors to go for new Brands. As a company they spend less on advertisements and promotions.

Thus we hardly see any hoardings except at few at metro station or bus stops.

Their organizational culture has lot of discrepancies where majority of decisions were taken Vice-

President rather than Director.

Due to shortage of products and owing to availability of duplicacy of brand, consumers are shifting

towards other brands as their buying behaviour is still largely depends on seller at electrical shops.

In this scenario the place for new brands like GreatWhite is exists and will be fruit full in long run.

According to our survey and meeting with dealers in Gaziabad and noida they are happy to re-

attach with the old owners of Anchor and ready to deal with GreatWhite and were enthusiastic

about it.

So after analysizing the objective ,strategy, strength of the competitors there is good place for

GreatWhite because

1. There is a gap of 40% between Anchor and Havells in the market share which is expected to fill

by equally competitive GreatWhite electrical pvt ltd.

2.They are providing their dealers with high margins and better products at low cost.



3. Even their lowest range of products come with PVC coating and silver points which no other

brand provides.

4. 40 yrs of expertise in manufacturing and selling of electrical goods.

5. Huge investments of around 500cr to developed state-of-the art manufacturing units.

Major competitors and their objectives/ values :

1. Havells:

Vision

"To be a globally recognized corporation that provides best electrical & lighting solutions,

delivered by best-in-class people."

Mission

To achieve our vision through fairness, business ethics, global reach, technological

expertise, building long term relationships with all our associates, customers, partners, and

employees

Values

Customer Delight : A commitment to surpassing our customer expectations.

Leadership by example. A commitment to set standards in our business and transactions

based on mutual trust.

Integrity and Transparency : A commitment to be ethical, sincere and open in our dealings.

Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve

ourselves, our teams, our services and products so as to become the best in class.

2. Anchor : Anchor’s mission is to manufacture, innovative, eco-friendly, energy saving

world-class products for making user’s life simpler, safer and comfortable.

3. Legrand: Customer awareness, Innovation, Resource enhancement and Eth ical behaviour

are the four core values that support our corporate culture today. They shape the group’s

identity and are crucial for lastingly profitable development.

4. Schneider: The Schneider Electric Foundation pursues three principal objectives.

Transmitting skills and competence by accompanying:

- the least well-off, enabling them to have access to energy.

- young people, to promote their professional insertion in energy-linked professions.

Sharing energy by transmitting:

- know-how, to encourage access to energy.



- knowledge, by contributing to teacher training.

Promoting:

- the responsibility of men and women and a commitment to saving the planet.

5. Seimens: adds value to customers through a combination of multiple high-end

technologies for complete solutions. The Group has the competence and capability to

integrate all products, systems and services. It caters to Industry needs across market

segments by undertaking complete projects such as Hospitals, Airports and Industrial units.

Strengths

1. International standard product

quality.

2. Management having 5 decades of

expertise in this industry.

3. Strong dealer network.

4. State of the art products with

pure silver contacts.

5. Capable of pushing heavy

investments in to manufacturing

facilities.

Opportunity

1. Dealers still hold trust in their

management.

2. Dealers are ready to put their

product on their shelves and make

effort to promote it.

3. Shift in consumer buying

behaviour, relying less on

electricians and getting know about

brands and quality.

4. Increasing urbanization and

disposable income in India

producing higher demand.



Weakness

1. No Brand image.

2. Less reliance on advertising and

promotional activities.

3.Organizational culture is not

professional and still work on the

lines of 90’s.

Threats

1.Entry of international brand with

latest designs thus making

competition tough as they are a start

up brand.

2.Cost of raw material going higher

with Metal being a major raw

material and its volatility may affect

profit margins.

3. Slowdown in global economy and

its effect on Indian economy.

4. Exchange rate conversion.

SWOT analysis of GreatWhite Electrical Pvt Ltd.

3.7 Product Positioning

“YOU WERE ALWAYS ON MY MIND” this is what comes to mind of target market whenever he

thinks about the product as compared to competitors product. And this exactly what GreatWhite

Electricals striving for similarly on the lines of how they positioned their earlier brand Anchor.

Currently the company is using two taglines

1. Anchoring Tomorrow

2. Passion Reborn

With Jadavji Lalji Anchorwala Enterprise mentioned in bold letters. Thus it is targeting well to that

market that is aware about the previous management of Anchor electricals.Therefore enchasing the

trust and network they established during that period.

In this way they are differentiating from competitors’ product through the trust and the quality they

are famous to develop by their previous brand. Positioning their products basically on safety

features they have launched only a single design but yet according to market demand. Various



safety features like unbreakable, switches made from “Polyshield”,switches of less ampere were

tested up to double of that, and testing of products as per international standards

They are very well addressing the important customer buying criteria by introducing various

schemes to electrical shops and builders as 80% of the sale is dependent on which product they

promote. Moreover they are conducting meetings and introducing various schemes for their dealers

and for end customer. Where schemes like full replacement, heavy discounts on bulk purchases are

availed to them.

They are also articulating the key product characteristics which were mentioned on their catalogues

and packaging. They are offering safety and the trust they have got during their 4 decades in the

same products but with other brand name.

Following different types of product strategies

Targeting against the major market share holder Anchor they are positioning their product over

their international tested quality and use of latest safety features.

In the move to target away from other competitors like Schneider and Legrand which have come up

with international designs, being in the start up phase they are yet not much focussing on the

designing.

Even though the buying behaviour is changing positioning their product over benefits like safety

and international quality they are still attracting the mass as market would not opt for sacrificing on

safety part if given a choice to opt between safety and design.

The most important product attribute in safety and use of latest international technology and

inclusion of latest error free production technology.

In order to understand the target market, by understanding the buying criteria we can rate like this



Thus by understanding that criteria and weightage GreatWhite is yet to be a Brand which is need to

be established. As 20% go for quality here GreatWhite can take a lead as the response gathered by

us while interacting with builders, Electrical shop owners and architects were positive. So as the

brand is in the initial phase the company has to concentrate more towards maintaining their quality

standard and wide availability.

The company very well understands the competition as the major competitor while providing good

quality and design in providing various schemes time to time in order to give extra benefits to

sellers. This had increased their sales manifold. Thus here GreatWhite has come up with various

schemes like Higher Margins, monetary coupons inside every box etc.Therefore they have

understood the competition quite well.

Target Market Buying Criteria Competitive Positioning

50% Brand name Anchor,Havells

20% Quality Anchor,Seimens

10% Availability Havells,Crabtree,Anchor

10% Cost Local Brands

5% Design Schneider,Legrand

5% International brand Schneider,Seimens

Product strength against the buying criteria


Target Market Buying

Criteria

50% Brand name

20% Quality

10% Availability

10% Cost

5% Design

5% International brand


Your Product’s Strength Target market buying criteria Competitive Positioning

#3 50% Brand name Anchor,Havells

#1 20% Quality Anchor,Seimens

#2 10% Availability Havells,Crabtree,Anchor

10% Cost Local Brands

5% Design Schneider,Legrand

5% International brand Schneider,Seimens

According to the survey conducted and using our best judgement and interviewing dealers and

builders we came to know that the product basic strength is Quality followed by widespread

availability and also somewhat brand name as it is from previous owner of Anchor Electricals.

After analyzing the consumer buying behaviour and the positioning triangle there are no vacant

spaces as of now because where Indian companies have strong brand equity and with the entrance

of International players with their latest designs and better service the market is very competitive.

But still where international brand are high on cost the Indian consumer go for Indian brand.

Therefore in this case the closer competitor is Anchor and Havells. As anchor leads the market

share by 40% with its nearest competitor Havells therefore there is large gap for new brands like

GreatWhite electricals.

Therefore being a new entry or we can say re-entry from Shah family into electrical switches

market positioning on quality and widespread Availability will fetch a good market share and hence

build the brand name slowly.

3.8 Business Life Cycle

Most businesses go through a very similar life cycle. It is important to understand these phases

because if you recognise that what is happening in your business life is normal, and there are

strategies for dealing with each issue so that they do not become problems, as well as planning for

future requirements.

If we look at these phases now, we can identify the issues that you will have to allocate funding and

time for. Many of the phases will require some extra training so you can rise to the new challenges.

A good business plan must recognise your ongoing training needs.



Currently

GreatWhite

electicals is in

Start up phase. In

this phase

although

company have

surplus cash flow

but still making a

new entry will

require

generating

energy,

excitement ,innovation and plain hard work. They are selling their ideas to their new set of staff and

to their clients (dealers and consumers) so that they develop a business that is providing something

that is much better than anything else in marketplace.

Here they will not phase cash flow crisis to a great extent but still new management will probably

be nervous and lacking in confidence. Their decisions may be erratic and inconsistent. But having a

past experience of 5 decades in the same business segment will soon make the company to move

from start-up phase to take off phase. Where in take off phase they will get a large increase in sales.

And the most important thing is to make the most of the competitive advantage they have. With the

advantage of having an experience of 5 decades and strong dealer network their sales have already


Sales &

profits

sales

Profit

0

Phase Start Up Take off Harvest Renewal

Goal Survival Sales Profits Revival

Role Initiator Developer Administrator Successor

Innovator Implement

or

Manager Reorganiser

Organiser Delegator Leader Revitalise

Typical Confidence Cash Flow Leadership Inertia

Crises Cash Flow Delegation Complacency Succession


increased manifold and demand is raising on a positive note. Market has appreciated the product

quality. As they have not come up with the full portfolio there is still a wait and watch show.

3.9 Promotional Practices :

It acts as the linkage between seller and buyer

The seller’s four Ps The buyer’s four Cs• Product Customer Benefit• Price Customer Cost• Place Convenience

• Promotion Communication

The sale in this industry is mainly driven by electrical shop owners because consumer buying

behaviour largely depends on them. The choice of electrical switches is still recommended by

electricians to the house owner whereas in project case the electrical contractor handles the

selection and implementation of this product. Also in projects electrical contractor were just given

some specification about the product and after that selection depends on contractors after taking

into consideration their margins.

Thus effectively targeting

1. Influencer ( Electricals shopowner)

2. Buyer ( Electricians)

3. User

Will promote the product from all the corners and will target the market well thus help in

developing brand image.

So in order to target every type of consumer GreatWhite is indulged in variety of promotional

activities. The company is not spending huge on promotion and advertising but building up brand

image on the basis of their past market image.

They are adopting the discounting strategy in their start up phase.

In this company is giving out coupons in every box

1. Where each coupon attracts a minimum of Rs 5 to max Rs 500 extra benefit to seller.

2. There is also a scheme where one switch costs around Rs 1 to the sellers.

Advantages :



• Attractive to price sensitive customers

• Can encourage trial

• Can help track effectiveness of ads

Disadvantages:

• Difficult to estimate usage

• May be expensive

Company is also using Media different media to promote their products. Media types used till now

are:

1. Point of sale

2.Outdoor ( Signage/ Billboards)

As the company is in start up phase they launched the product with a opening ceremony in Mumbai

where President Mr Hemang Shah himself launched the product at their dealers outlet. They

highlighted the launching with the line “Jadavji lal ji anchorwala is back”

Thus they are using their market reputation to promote their products.

Purely using a Push strategy to promote their products and finally sell it to consumers where

hierarchy which is followed is as

Producer C and F agents Dealers Retailers Consumers

Each area is divided and handled by C&F agents which in turn makes several dealers depending on

the area size. This agent handles all the promotional activities and brand promotion with support

from area sales manager.

Company is providing funds for boards and banners to be displayed at target customer point of

attraction. Place like industrial area, outside electrical shops, Bus stops, Metro stations etc.

Also to target Builders and contractors sales executive of the area conducts meeting with their

project manager or purchase head and promotes them the product personally. Making them

understand the company objectives and how it can be useful for them attracts the customer well.

For the sales promotion the steps which can drive higher sales in this industry is by

1. Widespread availability.



2. Higher margins to sellers.

3. Advertising

4. Quality and safety

5. Brand Equity

As far as GreatWhite is concerned in order to promote their product and drive sales volume by

manifold they are availing the product to dealers and retailers at higher margins, also giving out the

various schemes and monetary benefits.

3.9.1 Branding :

Regarding the Branding campaigns as of now the company is focussed more on building a

corporate brand as they are promoting itself (conglomerate) as a whole rather than promoting single



products separately. This is a good initiative on behalf of company.

Following the above strategy for efficiently and effectively building up brand their

Brand Vision: They want their brand to become number one in electrical switches and cables

industry.

Brand Promise: Superior quality and efficient usage

Brand Delivery: They will fulfil their commitments by delivering international standard in their

products and continuously including latest technology in products with latest designs.

Brand Positioning: Quality and expertise of 5 decades in this industry being their competitive

advantage they want to be perceived as that brand on which every user can trust with closed eyes.

3.10 Customer Relationship:

Satisfied sellers and loyal customers is the most important asset of this business.

The company is ready to serve the consumers again with



New Name......................

New Style..........................

Newer Outlook....................

Which are well beckoned by same passion, dedication and unquestioned quality so that once again

they become a household name.

For this the company beliefs in maintaining consumer and dealer relationship which contributes

to the repeat purchase and Word of mouth promotion turning out less expense on promotion and in

return building strong brand image.

Company has maintained relationship in all key spheres of influence:

1. The workplace.

2. The marketplace.

3. The supply chain

4. The community

5. The public policy realm

Maintaining relationship in workplace:

Providing safe working conditions for workers.

Maintaining hygienic environment.



Developing state-of-the art manufacturing units with user friendly machinery and

equipments.

Giving high incentives and timely bonuses.

Availing round the hour medical facilities and hearing the grievances of the workforce.

Maintaining relationship in Marketplace:

In order to maintain healthy and long term relations with dealers and sales force the company is

following some of the things like

Inviting dealers to visit manufacturing units followed by free lunch and stay in 3-star hotels.

Providing tours to agents and sales force to nearby destinations.

Scheduling meetings between main dealers and sales head if various zones with

management.

Inviting ideas from main dealers and hence promoting them.

Including dealers and agents in rolling out policies and charting out future plans.

Maintaining relationship in Supply Chain:

Fulfilling orders within a week.

Manufacturing products with minimal defects.

Delivering at consumers end (in case of projects) in a timely manner.

Keeping track of the order received and delivered and hence generation invoice.

Maintaining relationship in community:

Being a part of various social causes they are also a initiator to various social activities.

Opened various schools and colleges.

Non profitable organizations.

Free medical facilities for poor..

Company has maintained a separate department which seeks to fulfil the dealer’s order within 2-3

days. With continuous talks with dealers and agents company is strive to make

Maintaining relationship with different set of consumers require different company personals.

In order to maintain effective relationship with National builders like Supertech and DLF company

doesn’t send sales executive. Therefore in order to build and serve them better they conducts proper



meeting with prior appointment by sending Business development associates and familiarize them

with the product with detailed presentations and product information.

And after that mailing them the product features and thanking them for giving out their time They

also contacts them on a regular interval of time in order to build fruitful relationship.

The Company believes in: The Company doesn’t believe in:

C=CONVINCE C= COERCE

C=CONVERT C= CONFUSE

C=CONSOLIDATE C= CORRUPT

C=CONSISTENT C= COMPEL

Closely working on relationship marketing they are also integrating it with transactional marketing

therefore we can say they are striving for customer acquisition and retention at a same time.

On-Site Project Report



During my 3 months internship with GreatWhite electrical pvt ltd i was assigned to perform

different roles for the company. The region which was given was Ghaziabad, Noida and Delhi.

4.1Objective :

To see the feasibility of selling products from company to builders directly with the help of main

Dealers by meeting with builders, architects, dealers, sub dealers and understanding their needs,

offering our product to them, analysing competitors strategy and designing advertisement and

marketing strategy for company.

I was dealing basically with Promotion and awareness of Fiana Brand in that region and introduce

that to Builders, Developers, Electrical contractors, Architects and find probable customers.

The region assigned to me is acting as a Test market for the company and collecting market

response from this area will be fruitful as in this area construction of flats for residential purposes is

carried out on a large scale.

Therefore during our stay with company we did following tasks

1. Brand Promotion and awareness.

2. Development of business model.

3. Market Research to check Project Buying Behaviour.

4. Suggesting dealers to how to target customer and collecting their feedbacks.

4.1.1 Brand Promotion and Awareness

It is well known that a great product if not promoted well will die soon. Promotion the brand to the

target customer at right time and right point will fetch a good market share for the company. Thus

in order to promote and create awareness about the Brand we followed certain strategies and were

somewhat successful in that.

Targeting the builders and developers in the initial phase we moved on to architects followed by

government electrical contractors as we continued our journey.

Initially i met with builders and developers by getting their contact details from internet and with

the help of local dealer of Ghaziabad and then after getting a prior appointment hold result oriented



meetings with them. As a goodwill gesture and to make the product and company presence fell in

their office we distributed Diaries, catalogues and samples of the brand.

There were many problems faced during that time like we hardly get appointments and lack of

diaries and samples make the pace of the work slow.

Thus as the time progresses i started giving out cold calls and meeting with Purchase head, AGM

marketing gave out positive response. Therefore we moved on to cold calls and thus promoting our

brand. While promoting we need to tell them the every minute detail about the product, it’s Unique

Selling Proposition (USP) and how could it satisfy needs of them.

As a result in the first month itself i filed a quotation for the product at a Builder in Ghaziabad for

Fiana Brand and competing against Legrand and Seimens like strong Brands.

During initial period due to closing of financial year any builder gives hardly anytime to meet

because of their busy schedule, also market growth was sluggish this makes the pace of the work

suffer.

In order to promote the Brand and the company better and leave a positive remark in the market we

designed Billboards and Sample Board for the company. And in return received appreciation from

company Vice-President Mr. Chirag Boradia.

The Billboards were displayed at all Major Point of attractions around Ghaziabad.

To keep a better track of all the builders and developers i also maintained a database of all of them.

In the Final phase of the project we promoted and created awareness through phone calls and

mailing them the product portfolio and all the necessary information related to Brand.

Brand Promotion in Government Organizations:

Mr.K.C.Surendra(Deputy Director C.E) for DDA flats.

Conducting a meeting with Mr Rajender singh (executive engineer Delhi

University).They have agreed to include our company in their recommendation list for

further construction ever done under the DU campus. Marketing team will soon

provide them with necessary documentation.

List of builders met



Builder name contact person contact no.

S .R Real Build Gurmeet singh 8950003868

Aaditya builders P.S Chaudhary(G.M Project) 9313594222

Shree Build estates Ritesh Bawa 9958880000

Aarganss Infra. Deepak Varshney 9560893921

Octagon Constructions Arun Mishra 8527798009

Amrapali Developers Rahul Vishnoi 9999710309

Mahagun Developers Ashok Bachheti 8860626300

S J R Real Estates Raj Kumar Gupta 9810330839

S R S Builder Raju Abbasi 910577199

Opulence Realty Rohit Aggarwal 9540428300

Akriti architect Dinesh Kumar 910716889

Airwil Infra Ltd. Varun Virmani 9582700960

Supertech Imran Malik 8447755340

Sikka Group Miss.Netu



Design Of the BillBoard



Design of the Sample Board



Final View of the Sample Board which was distributed to Builders



Forwarding Expected Sales Lead to the Sales Department Concern:

During the meeting many were interested in using our products for their upcoming

projects .Expected order amounts almost 15 lacs al together. List of builders whose expected

sales orders were forwarded to the Sales Team by me after the meeting.

Online Promotion- In order to develop the online presence of the company i created

certain blogs specially dedicated for company policies, created facebook presence, as

well as LinkedIn page for dealer of GreatWhite. I also developed a website for one of

the dealer of the company.

Content Writing- Created Websites and blogs for the dealers in Ghaziabad to enhance their

market reach and increase brand awareness too

4.2 Development of Business Model

In order to target the probable customers better and building long lasting and

effective relationship with them i designed a business model for the company.

The model was intended to promote the product better and efficiently and thus drive

the sales at a faster rate.

After promoting as it is the time to ripe the fruits thus a proper way to crack the deal

was necessary and hence Direct 2 Business Model was developed.

Direct 2 Business Model:

After understanding the problems faced by dealers during sales and by Builders

during purchase of electrical switches and accessories we aim to develop a business

model in order to drive the sales effectively and efficiently.



Problems faced by builders during purchase are:

1. Defects and Breakage: In this while installation of the electrical

switches it might get break which cannot be replaced and thus results in

loss to the builder. Sometimes during carriage or due to some defects

they have to face loss of man-hours.

2. Procurement of Product: Management never goes out in market in

order to purchase. They just send their workers in case of small size

building firms or hire a contractor to do the task for them. Thus the

middle man takes away his Commission and the cost rise for the firm.

3. Carriage: As the order quantity is very huge procurement of the product

cannot be done from a single outlet in the market , or if possible from

single outlet delivery of the goods takes time. This result in delayed

work.

Problems Faced By Electrical shops:

1. Availability: Due to large order quantity product is not available at the spot. Therefore they

need to order to it company and thus fulfil the demand.

2. Storage: IN order to keep wide assortment of products and limited storage space they are not able to

fulfil the demand as and when it arrived.

3. Replacement: Breakage during installation were not replaced , also sometimes due to bad

product they have to replace the product at their own cost in order to keep the customer with

them.

4. Competition: Catering to the wide market and opening of electrical shops at every nook and

corner have increased the competition and thus narrowed the margins.

Therefore we developed this model so that it will erode away these problems to a large extent.

In this model we are conducting a direct deal between company and Builders & developers. Where

order will be fulfilled by the company on behalf of dealers and billing will be done by dealer thus

giving out certain percentage of Commission to dealer depending on order size.



Builders will also get discount in the range of 52% -60% on the Price list depending on the order

size. As the order will be fulfilled by company therefore there is less chances of late delivery of

products to customers.

All breakages whether intentional or unintentional are fully replaceable by the company with any

issue.

For the company , they get bulk orders and doesn’t need to make many dealers in the market.

The problem of stock out will not be any further issue for the dealers and thus proper stock will be

maintained.

Getting the products billed directly from company will cost less as they are getting huge discounts

moreover commission from middle men is taken away. Thus they can use good quality product at

less cost which will increase the revenue for the builder.

4.2Market Research To check Project Buying Behaviour & probable

marketplace for GreatWhite Products

The buying behaviour of project is way too different from retail buying behaviour. Where in Retail

Buying behaviour the choice depends largely on the electricians but in project buying behaviour the

selection of product different on various variable which are:

1. Discount Rates Offered

2. Aesthetics

3. Past Relationship with Dealers

4. Availability

5. Advertisement

These are the variable we extracted out from interviews conducted with the persons who are

indulged in purchase of products in that firm.

Through the initial analysis of survey I zeroed upon these factors as Independent Variables which

affect the Sales of Modular Switches as Dependent Variable. The expected Independent Variables

were.



1.How many construction sites your firm has completed till now successfully?

Less than 5 0 0%

5 to 10 8 27%

10 to 20 6 20%

more than 20 13 43%

Interpretation:

Of all the builders with whom we conducted interview 50% have built more than 10

buildings. Therefore there knowledge and response pertaining to product matters a lot and

promoting them the product will be fruitful for the company.



2.Who handles the purchase of switches required for your construction

sites in your company?

AGM marketing 6 20%

Purchase Manager 6 20%

Architect 16 53%

Project Head 0 0%

Others 0 0%

I nterpretation:

In the project case unlike retail buying behaviour the buying of product is greatly

influenced by architect followed equally by Purchase Manager and AGM

marketing of the firm. So with this statistics we can say that targeting architect

will drive positive sales and brand value. So it is advisable to roll out separate

targeting strategy for architects.



I nterpretation : As it is clear that all the builders use Modular switches in their

project So promoting and Dealing only modular will be fruitful for the company.

5.What were your response with the earlier brand/brand's used by you on these

parameters? –

Quality

Very dissatisfied 0 0%


Simple two/one way 0 0%

Modular Switches 15 50%

3.What kind of switches you prefer for your sites?


Somewhat dissatisfied 0 0%

Neutral 12 40%

Somewhat satisfied 5 17%

Very satisfied 12 40%

Interpretation: Based on the responses collected on the satisfaction level on the

basis

of quality all the responses indicates that all builder are quite satisfied where 40%

were

very satisfied with Brand they are using.

As the Brand used are of good quality so place for GreatWhite is pretty tough.



5.What were your response with the earlier brand/brand's used by you on

these parameters? - Price

Interpretation: Reponses which are collected based on the parameter Price




Neutral 8 27%


Very satisfied 3 10%


indicated that builders majority of the builders are somewhat satisfied. This

indicates that they want some more benefits and here GreatWhite with its Direct

2 Business model can make a position

in the market.




5.What were your response with the earlier brand/brand's used by

you on these parameters? - Purchase Experience

Very dissatisfied 0

Somewhat dissatisfied 17

Neutral 6

Somewhat satisfied 1

Very satisfied 1

Interpretation: Based on the parameter Purchase experience the

majority is somewhat dissatisfied with 57% voting for that. It means

that they faced lot of problems in buying the required products.


Interpretation: With almost equal distribution of responses it is interpreted that

experience of repeat purchase is more of neutral. So if GreatWhite increase

Repeat Purchase experience by giving out some benefits when the Builder

becomes loyal customer than it will be highly appreciable.

5



5.What were your response with the earlier brand/brand's used by you on

these

parameters? - Usage Experience

Very dissatisfied 0

Somewhat dissatisfied 6

Neutral 15

Somewhat satisfied 4

Very satisfied 2

Interpretation: Respondents are neutral about their usage experience.It

indicates there is

space for Greatwhite if it provides good Usage experience.



5What were your response with the earlier brand/brand's used by you

on these parameters? - Repeat Purchase Experience

Interpretation: With 33% opted for somewhat dissatisfied it means they

are not happy and willing to try some better and new. This way




Neutral 10 33%


Very satisfied 2 7%


6

6. What affects your buying behaviour most in case of electronic switches?

- Discount Rate Offered

Interpretation : With 87% of the respondents opting for most it shows that


Most 26 87%

Somewhat 2 7%

Least 1 3%


discounts rates which are offered greatly affects the buying behaviour. Thus we can

say that using direct 2 business model giving out good discount rates and other

beneficial schemes will attract and retain the customers for long.

6.What affects your buying behaviour most in case of electronic switches?

- Asthetics

Interpretation: For 40% of the respondents aesthetics matter the most. And thus

For companies like GreatWhite have good aesthetics thus make a good marketplace.


Most 12 40%

Somewhat 7 23%

Least 10 33%



- Availability

Most 8 27%

Somewhat 9 30%

Least 12 40%



Interpretation: For project availability of product in the market doesn’t affect

much because every brand is equally competitive. So it indicates instead of having

widespread availability the company must also focus on other variables.


- Advertisement

Most 23 77%

Somewhat 6 20%

Least 1 3%



Interpretation: The buying behaviour largely depends on the advertisements

because the product with which the end user is familiar with and if the builder has

used that product than it attracts good value of the property to the builder.So

advertisements are necessary to attract and create awareness among end user.

GreatWhite electrical is not focussing on advertisements in start up. So it can face

problem in getting good sales volume.So it is recommended to spent good sum of

oney on advertisements.


- Past relationship with dealer


Most 5 17%

Somewhat 9 30%

Least 16 53%


Interpretation: 53% of the respondents does not care about their relationship with

Dealer. While only 17% say that it matter most. GreatWhite already having a strong

dealer network. So continuing to target market using Business model like

Direct 2 business model with drive the sales manifold.

7.Has any company approached you till now with bulk discount rates and offer

of direct purchase service from distributor without any middle man involvement?


Anchor(Panasonic) 0 0%

Siemens 0 0%

GreatWhite (Anchor Group) 19 63%

North-West(Wipro) 0 0%

Havells 7 23%

Others 0 0%


Interpretation: GreatWhite being the first company to approach directly to 63% of

the builder indicates that it is a good move and is appreciable.But the result is yet to

be found out.

8.If additional services like free carriage charges,free hoarding for projects is

provided along with good discount rate,will you prefer to give chance to that

new company?Please give your views.

Respondent 1 : yes,given the product quality is good.

Respondent 2 :yes,if there is any requirement depending upon discount and quality

Respondent 3:yes,provided quality and brand image will be there.

Respondent 4 :I liked this concept very much and I will sure give it a try.

Respondent 5 :If I am getting good discount and quality at my doorstep what else do i need.

Respondent 6 :Yes if we have requirement at that time and our concern staff likes the product

quality.

Respondent 7 :can not say anything for now.

Respondent 8 :yes i will think .

Respondent 9 :i do not think so.

Respondent 10 :not sure.

Respondent 11 :will think about it.

Respondent 12 :depends upon the product quality

Respondent 13 :yesfor sure

Respondent 14: depends upon product quality

Respondent 15depends upon brand name,and other factors too.

Respondent 16: can not decide alone

Respondent 17: .not sure............................



Interpretation:According to the response generated if GreatWhite go for sponsoring the banners

and sharing advertising with national builders it will promote it as a trusted brand and will improve

market image.

9.What do you know about the GreatWhite Electricals Pvt Ltd company started by Mr.Jadhavji Lalji?

Respondents :

1. belongs to anchor group

2. I think.makes switchesswitches and cables manufacturer

3. New company by Anchor Group

4. belongs to anchor group

5. anchor's new company

6. some new company

7. just a new

8. startupSwitch company

9. anchors new company

10. yanchor's new name

11. their new company

12. anchor group's new switch company

13. New company by Anchor Groupswitch manufacturing company

14. a new venture from shah family

15. re-entry from shah family

16. new start from lalaji

17. doesn’t know anything

18. nothing much

19. ,just introduced by you

20. look everyone knows brand name not the owners name.

21. yes he was previous owner of anchor

22. new company from anchor group



10.What are your views on the direct approach offered by our company interns to you?

Respond:

1. It is really good concept

2. ,will decrease our tension too because we know we are dealing directly with the company

3. saves us from loss because of no interference of third party

4. .good to see companies are interested in dealing directly for large orders

5. .Its a good concept as it is done by the company interns whereas for other companies their

permanent employee comes.

6. It shows how much compnay is serious about work

7. .I really appreciate their effort,

8. will surely get back to them as soon as we have requirement.

9. never knew purchase can be done this way too,but its a good concept if it is truly direct

Interpretation: It is clearly indicated from responses that if the direct 2 business

model is implemented in a correct manner it will surely be beneficial for the

company.



4.3 SAS analysis of the questionnaire:

Using LR with assigning values 1 for Least and 5 for Most, I carried out Factor Analysis technique

through SAS. As we all know that Factor Analysis is the class of procedure basically meant for data

reduction and summarization helping us to identify the underlying dimensions related to a problem.

Over here my aim was to validate the fact that the Independent Variable that I arrived at through the

Depth Interview and Initial Analysis of Survey is valid to what extent.

Analysis Report for Factor Analysis

Partial Correlations Controlling all other Variables

Discount

Rates

Offered

Advertisement Aesthetics Availability Past Relationship

With Dealers

Discount

Rates Offered

1.00000 0.03260 -0.02539 -0.01279 0.11032

Advertisement 0.03260 1.00000 -0.03492 0.39318 -0.07758

Aesthetics -

0.02539

-0.03492 1.00000 -0.04716 0.23935

Availability -

0.01279

0.39318 -0.04716 1.00000 -0.08338

Past

Relationship

With Dealers

-

0.01396

0.00322 -0.14263 0.20636 1.00000

1. Through the Correlation Matrix we can analyze that the variables are weekly

correlated since the correlation coefficients are less than .8 between all pairs of

variables.



Kaiser's Measure of Sampling Adequacy: Overall MSA = 0.49740761

Discount

Rates

Offered

Advertisement Aesthetics Availabilit

y

Past Relationship With

Dealers

0.49200900 0.54812812 0.437321

26

0.532851

26

0.44403120

2. The KMO measure of sampling adequacy of 0.49740761 can be considered as a

positive sign to move ahead with the factor analysis.(expected KMO value should

be greater than .5).

Eigenvalues of the Correlation Matrix: Total = 5 Average = 1

Eigenvalue Difference Proportion Cumulative

1 1.57509250 0.17208973 0.2250 0.2250

2 1.40300277 0.29579816 0.2004 0.4254

3 1.10720461 0.13169541 0.1582 0.5836

4 0.97550919 0.13366496 0.1394 0.7230

5 0.50894702 0.2770 1.0000

factors will be retained by the MINEIGEN criterion.

3 Through the total variance chart we can analyse that three factors with Eigen value

greater than 1 will be selected rest all are useless. These factors are Discount Rates,

Advertisement and Aesthetics.

4 Through the communality chart we get the final communality values which express the

degree to which the variables are involved in the factor analysis solution. Here we can see



that almost all the variables are involved the percentage involvement greater than 60%

except the “except past relationship with dealer” which is almost 53% involved.

Rotated Factor Matrix

Factor1 Factor2

Discount Rates Offered 0.962 -0.027

Advertisement -0.057 0.848

Aesthetics 0.934 -0.146

Availability -0.098 0.854


Dealers

-0.933 -0.084

Factor Score Coefficient Matrix

Factor1 Factor2

Discount Rates Offered 0.358 0.011

Advertisement -0.001 0.375

Aesthetics 0.345 -0.043

Availability -0.098 0.377


Dealers

-0.350 -0.059



5 Conclusion:

From the survey conducted and analyzing the response from builders it can be said

that there exists a good market place for GreatWhite electrical. But in order to

capture that market share it needs to devise new strategy like the business model i

have recommended. As it can be reflected from many of the responses which invite

such activities from the company.

Also SAS interpretation reflects that ADVERTISEMENTS is the key to effectively

promote ones product and ths capture wider market share which must be backed by

good quality and customer centric approach.

Although the management has 5 decades of expertise but since the market in

changing and worsening economic conditions they need to change their policies and

marketing strategy from time to time.

Thus in short i can say that to build strong market presence they need to target

different customers with different strategy.



6 Recommendations:

As the company is in the start up phase and having ample fund resources.

We recommend that company must focus on developing advertisements and

promoting their products through it.

Having a web presence is must today’s world but here company is lacking.

For promotional activities i would recommend following:

6.1Merchandising In order to promote better we suggested some of the key things which were

need to be distributed in the market. We suggested a sample kit which will be given to director of

the firm which will include.

1. Executive dairy.

2. Catalouges.

3. Product Sample.

4. Visiting card of key persons of the company as well as dealer of that area.

5. Any momento like pencil stand, paper weight.

In order to target electrician and electrical equipment repairing shop we recommended to give

away GreatWhite Printed Toolkit to them free on buying certain minimal quantity of product.

Distribute Big Umbrellas outside dealers shops and also implement them at key places of

attraction

Distribute T-shirts to workers working at dealers place and also to employee of Company.

6.2Sponsorship: By sponsoring various games and athletes will create awareness about the

company and hence attracts users.

6.3Direct 2 Business Model



7 References:

Articles:

1.Real estate in Delhi-NCR is a bubble about to pop by Sunainaa Chadha

2. 10 things to know about NCR emerging as India’s largest residential market by FP Staff .

3Market Pulse: Electrical switches:Indian market analysis.

4.India Outlook 2011-2012 From Decide with confidence.

5.Indian electrical equipment industry mission plan 2011-2012

Websites:

1. www.dnb.co.in .

2. Quickmba.com/strategy/porter

3. Sourcing.indiamart.com

4. www.havells.com

5. www.schneiderelectric.co.in

6. www.legrand.com

7. www.myanchor.in


http://www.legrand.com/

http://www.schneiderelectric.co.in/

http://www.havells.com/

http://www.dnb.co.in/


Appendix

Questionnaire Used

Analysis report of market research done. Along with the questionnaire made

1.How many construction sites your firm has completed till now successfully? *

Less than 5

5 to 10

10 to 20

more than 20

2.Who handles the purchase of switches required for your construction sites in your

company? *

AGM marketing

Purchase Manager

Architect

Project Head

Others

3.What kind of switches you prefer for your sites? *



Simple two/one way

Modular Switches

4.Which are the brands you have used till now ? *Please do mention the brand name along with

the product range.

5.What were your response with the earlier brand/brand's used by you on these

parameters? *

Very

dissatisfied

Somewhat

dissatisfiedNeutral

Somewhat

satisfiedVery satisfied

Quality

Price

Purchase

Experience

Usage

Experience

Repeat

Purchase

Experience

6.What affects your buying behaviour most in case of electronic switches? *

Most Somewhat Least

Discount Rate Offered

Asthetics

Avaibility



Most Somewhat Least

Advertisement

Past relationship with dealer

7.Has any company approached you till now with bulk discount rates and offer of direct

purchase service from distributor without any middle man involvement? *

Anchor(Panasonic)

Siemens

GreatWhite (Anchor Group)

North-West(Wipro)

Havells

Others

8.If additional services like free carriage charges,free hoarding for projects is provided along

with good discount rate,will you prefer to give chance to that new company?Please give your

views. *

9.What do you know about the GreatWhite Electricals Pvt Ltd company started by

Mr.Jadhavji Lalji? *

10.What are your views on the direct approach offered by our company interns to you? *




Documents

Marketing Strategy for GreatWhite Electrical Pvt Ltd