A

SUMMER TRAINING

REPORT

ON“Market potential of Water Heaters in Jaipur market and

Market Share of Jaquar AO Smith Water Heaters in it”

FOR

Jaquar & Company Pvt.Ltd.

Submitted to: Under the guidance of:

Mr. Pankaj Tiwari Dr.Apoorva Palkar

Branch Head (Jaipur) Director

Jaquar Pvt. Ltd SIMCA, PUNE

Mr.Santosh Submitted By:-

Sales Person Mr.Sandeep Soni

Jaquar PGDM (AICTE)

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TABLE OF CONTENT

Abstract……………………………………………………………4Preface……………………………………………………………..5Acknowledgement………………………………………………...6Declaration………………………………………………………...7Certificate………………………………………………………….8Executive summary of project……………………………………9Literature review………………………………………………….10Need of study………………………………………………………11Objective of project……………………………………………….12Scope……………………………………………………………….13Introduction……………………………………………………….14History of company……………………………………………….15Jaquar with AO Smith……………………………………………17Marketing alliance………………………………………………..18CSR………………………………………………………………...22Manufacturing Unit……………………………………………….23The Technology……………………………………………………25Achievement……………………………………………………….26Going Global………………………………………………………26

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Marketing Strategy……………………………………………….29The Future………………………………………………………...31Products……………………………………………………………32Major Competitors………………………………………………..36Research Methodology……………………………………………38Limitation………………………………………………………….47SWAT……………………………………………………………....50Recommendation…………………………………………………..54Conclusion………………………………………………………….55Bibliography………………………………………………………..56Questionnaire……………………………………………………….57

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ABSTRACT

In this project I have studied “Market Share of AO Smith Jaquar Water Heaters in Jaipur area.’’ Jaquar AOSmith Water Heaters are manufactured by Jaquar & comp. Pvt.Ltd. In this competitive era of marketing where the satisfaction of customers towards the product has become first priority. It is very important to analyse the customers’ behavior. Every company determines the price of its products, sales promotion etc. according to the market requirement. Direct marketing is one of the effective medium sales promotion because it is directly related to customers. With the help of direct marketing company enhances its brand image. Without putting customers on top, no company can get success. To get success every company should target customers because market is totally customer oriented.

This project report evaluates the position of Jaquar AO Smith Water Heaters in jaipur market and the role of direct & indirect marketing. Finally I have given some views and suggestion to the company for its market strategy.

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PREFACE

In spite of the theoretical knowledge gained through classroom study, a person is incomplete if not subjected to practical exposure of real corporate world .He may have to face hurdles, which will be difficult to overcome without any first-hand experience of business. In this context, research program has been designed to make the person aware of happenings of the real business world. The project entitled “Market share of Jaquar AO Smith Water Heaters in jaipur area’’ with special reference to Jaquar, has been done at jaipur as a completion part of PGDM program.In our summer training, we worked upon the analysis of the position of Jaquar water heaters in jaipur by the Electronic Dealer Survey, Sanitary Dealer Survey,Customer Survey in different areas of jaipur through the personal contact, interview and questionnaire . During my summer training, I got an opportunity to apply my theoretical knowledge and meaningful concept to actual business condition and to familiarize with the marketing activities of the products . All the works done on this project report is confined to my broad objective.

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ACKNOWLEDGEMENT

At the successful completion of my summer training at Jaquar & Company Pvt.Ltd at JAIPUR I would like to express my gratitude and thanks to Mr. Pankaj Tiwari(Branch Head) Mr.Santosh (Sales Person) and all the staff member of Jaquar & Company Pvt.Ltd at JAIPUR, for the guidance , support and help, without which the completions of this project was not possible.

Equally , I am also grateful to Dr.Apoorva Palkar (Director,SIMCA), for her valuable guidance and support. I would also like to take this opportunity toexpress my gratitude to all our PGDM. teachers, who were the source of inspiration and motivation all through the program.

Finally, I would also like to take this opportunity to express my gratitude to all themembers of Jaquar & Compant Pvt.Ltd. and faculty members of Sinhagad Institute Of Management And Computer Applications for sharing their helpful ideas during this project .

SANDEEP SONI

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DECLARATION

D E C L A R A T I O N

I, the undersigned, hereby declare that the Project Report entitled “Market potential of Water Heaters in Jaipur market and Market Share of Jaquar AO Smith Water Heaters” written and submitted by me to the Sinhgad Institute Of Management And Computer Aplications, Pune in partial fulfilment of the requirements for the award of degree of Post Graduate Diploma In MAnagement under the guidance of Dr.Apoorva Palkar is my original work and the conclusions drawn therein are based on the material collected by myself.

Place : Pune (Name)

Date: Research Student

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EXECUTIVE SUMMARY OF THE PROJECT

Jaquar & Company Pvt. Ltd. is a very well-known company. They manufacture faucets,water heaters,chandliers etc.. It is the market leader in bathroom fitting segment.

After a successful foray into the faucets,chandlier now the focus of the company management is shifting on the electronics item like Water Heaters

The project is related to market potential and market share. The market potential of Water Heaters in the official records was delusively less. Keeping in view the high practically observed market potential of Water Heaters in Jaipur, my project guide, Mr. Pankaj Tiwari decided the title of the project.

It was decided that I should visit all the Electronic Dealers , Sanitary Dealers , and Customers to collect the information about the sales from them and then interpret the results to calculate the market potential and market share of Water Heaters.

There are around 70 dealers located across Jaipur. I did a Delphic survey of all these dealers and collected information from them regarding their yearly sales of water heaters.

After collecting all the data, it was interpreted to deduct meaningful interpretations. The results obtained were very different from the company records. The results came as eye-openers for the company officials.

The project came to denouement with the preparation of the project report.

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LITERATURE REVIEW

Market potential:

Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment. The term Market potential is used with reference to the industry as a whole. That is total water heaters sold in jaipur market.

Market share:

Market share of a player in an industry is defined as the ratio of the units of product sold by that particular player to the sum total of units sold by all the players in the market. That is total water heaters sold by particular company divided by total market potential multiply by hundred.

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Need of study

The underlying motives of the research were to furnish the organization with vital information and facilitate the researcher to gain a practical insight to the market scenario. The study proved significant in terms of catering to the interests of both the company and the researcher.

This will help organization to know what is the present Potential of Water Heaters in jaipur market and will able to know what is there market share in Waters Heaters in jaipur market.

This will help to the researcher to know the Water Heater Industry industry better. To know how the Water Heaters are sold in the market, how customer chose water heaters in the market, what are the expectations of customers to the company, how to chose water heater for your home, what are dealers expectations, which company has pull strategies and which company has push strategies and many more.

The questions asked by me from the dealers are developed by me with the help of my seniors in Jaquar & Company Mr.Pankaj Tiwari and Mr.Santosh.

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OBJECTIVE OF THE PROJECT

To find the market potential of jaipur market in Water Heaters. To find the market share of Jaquar AO Smith Water Heaters in Jaipur. Yearly sales of Jaquar AO Smith in jaipur market in Water Heaters. To find out customers choice,which company’s water heater they use. To find out what customers look while purchasing Water Heaters. Are the customer brand specific. To find out what dealers expect from the company. To find out margin of the dealers from different company they were getting. To Find out Yearly sales of the dealers in Jaipur market. To find out which water heater dealer sale more branded or local. To find out which company’s water heaters they sale more and why? To find out whether customers are aware of any water heater manufacturing

company. To find out are the customers aware of Jaquar AO Smith Water Heaters.

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SCOPE

The scope of the study has been limited to a water heaters manufacturing majors. It does not extend to all the segments available in the market.As we are dealing with bathroom fitting products, so there is large scope in bathroom fitting sector subdivided into Faucets ,Wellness products ,Utility products ,Water saving products, Flush Valves/Cisterns , Lighting Product

Only jaipur city has been covered in this study. Any development in the water heaters market after June 2010 is beyond the scope of this study.

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INTRODUCTION

In today’s world of intense competition and rapid dynamism, all the companies worldwide are tuning their focuses on the customer. Suddenly, the customer had succeeded in capturing all the attention of the companies towards him, so much so, that the once famous maxim, “customer is the god” has become so true and relevant today. There has been a “paradigm shift” in the thinking of these companies and none other then the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply and the sellers use to call the shots. But, ever since the advent of the era of globalization, there has been total transformation in the way the customers being perceived. Today, marketers are directing their efforts in retaining the customers and customers’ base. Their focus has shifted towards integrating the three elements people, service and marketing. The customer’s importance has assumed imponderable proportions in today’s world, because of the inherent value that the customers command. A customers can “make or break” a company. It is the responsibility of every company to see that all its customers are equally satisfied with them, for one single dissatisfied customer will tell at least nine others about the dissatisfaction and will spark off a chain reaction and spell doom for that company. In such scenario, retention of the existing customers assumes diabolical proportion. Research has thrown light on some important aspects of customers’ retention it has been proved empirically that acquiring new customers can cost five times more than the cost involved in satisfying and retaining current customers.In the past, the customers was taken for a ride, as there were not many players in the fields, not much importance was attached to product safety, quality, service and product appeal.

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The attitude of the manufacture was that of “caveat – emptor”. Thanks to the government policies on liberalization, globalization and privatization (LPG), the market scenario has changed today.

Today, the customer has a host of defense mechanism like the customers protection laws, regulation of the government, the powerful hands of the organization, customers’ courts, switching to substitute or competitors that offer at competitive prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat venditor”. In the past, after sales service was consider as a cost center, Companies were lethargic in attending to customers complaints. Availability of trainee service personal and quality genuine spare parts posed serious problems. However, with the rising competition, there could not be much product differentiation, as price and quality were comparable and latest technology was to each and every company in the field. Since, there could not be much differential a tangible assets, the companies concentrated on the “intangible assets”, namely the “service factor”, which served as a major differentiator. Today after sales service is an important aspect of every company, and it is no more considered as a cost center, but considered as a profit center. Every organization strives hard to retain its existing customers at any cost since it is five times costly to get a new customers, then to retain an existing customers. Today most of the industries use information technology to best services to their customers.

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History of The Company

The early beginnings:-

The Jaquar saga began in 1960, when a determined Mr NL Mehra decided to start a bath fittings business. However, this industry was still at a very nascent stage in India and the technology to make high quality bath fittings did not exist in the country. But he simply followed his instincts and took the plunge with an entrepreneurial spirit and a passion to excel as his only resources.

Little did he know that some day, he would not only be hailed as a pioneer in the field but would continue to give it future direction in the decades to come.

The birth of Essco:-

Mr. N L Mehra launched a company, which he named Essco Sanitations and began to manufacture quality taps. This marked the first phase of the Jaquar saga. Single-minded in his purpose, his sole aim was to manufacture bath fittings of a consistently high quality. His approach was distinctly customer-centric and he offered hitherto unparalleled customer services. As it happened, he was very successful in his endeavours. Essco steadfastly became known for its high quality, a fact that generated tremendous brand equity for the Company.

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In many ways, Essco laid the foundations for greater things to come. For one, it firmly set the benchmarks for stringent quality standards in all products. Among its biggest achievements was the fact that it succeeded in establishing unparalled goodwill in the market, in terms of relationships with its customers and the trade. Many of those links remain as strong today - almost half a decade later.

Jaquar is launched:-

As he steered Essco to a top position in the domestic market, Mr. Mehra gained a penetrating insight into the bath fittings industry and its future. He set about to create another copany to meet India's requirements of products which were in step with the latest design and technology principles of international markets.

In 1986, Jaquar & Company Ltd. was formed.

The rest is history:-

Today, the Jaquar Group as a whole has emerged the undisputed market leader in the field of bath fittings in India. Heralded as a torchbearer of change through its policy of continuous innovation

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and upgradation of technology, Jaqar has completely revolutionized the way the bath fittings industry used to function in India

Jaquar teams up with AO SMITH

Today, A O Smith Water Products Company, the largest water heater manufacturer in North America; a division ofA O Smith Corporation, is a global leader in innovative technology and energy efficient solutions.

A O Smith team has conducted numerous focus group studies and spent an endless number of research hours determining what India wanted in a water heater. Backed by 70 years of proven technological advances A O Smith India has created a stylish design with features demanded by the Indian consumer.

Jaquar, the multi-faceted leader in the world of bath fittings in India is driven by a mission to provide its customers with quality bathware solutions. Set up in the year 1986, it has evolved in tune with the changing customer tastes and preferences. Throughout, it has remained steadfastly committed to its philosophy of standardisation, total quality and customer satisfaction, no matter what the cost. To further its commitment

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to customer delight, Jaquar has tied up withA O Smith to bring a premium range of water heaters in India.

Marketing Alliance

The Company has built strong alliances and relationships with international market leaders in the field such as:

Jaquar's collaborations with Swarovski, the foremost name in crystals. Swarovski manufactures exclusive crystals especially for premium Jaquar bath fittings marked under the name Rendezvous Crystal Collection. As a result of this collaboration, Swarovski has been able to penetrate the Indian market and Jaquar has been able to offer an excellent product to its customers.

Jaquar has also tied up with Gebruder Mitterhuber and brought to India their exquisite chendaliers studded with Swarovski Strass Crystals.

Jaquar continues to explore avenues for meaningful collaborations and allowing synergies to work.

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In 1936, A. O. Smith developed and patented a process to glass-line water heaters.Today, A.O. Smith Water Products Company; the largest water heater manufacturer in North America, has gained the respect and support of home owners, contractors, architects and specifying engineers in over 60 countries by providing innovativetechnologiesandenergyefficientsolutions.

Based on feedback from numerous focus group studies conducted throughout india and an endless number of hours of market researh, A.O. Smith and Jaquar have formed a partnership; utilising their individual strengths, to provide the A.O. Smith-Jaquar Elite Series for consumers who are demanding an endless supply of style and comfort.

Another distinguished collaborator of Jaquar is Aquis, the leading name in sensor taps and other sensor-controlled products. A pioneer in the sensor technology, Aquis commands 95% share of the sensor-controlled products reaching discerning consumers in India.

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Docol has built success in Brazil, it is a pioneer in technological advances in Brazil and Latin America. In 1976, after extensive research and testing, it was the first to introduce a silent operation flush valve, free from water hammer and with low consumption of water, all in a single body construction and with a great variety of finishes. It was also the first to release basin pillar taps and valves with automatic shutoff in South America. It was also the first to launch a vandal-resistant line of fixtures and the first to offer a complete product line for Dry Wall constructions, in addition to other innovative solutions.

Jaquar Lighting Division has enamoured many and is sure to carve a niche with its elegant designs and chic styling. Partnered by globally renowned organizations and internationally acclaimed lighting goods companies known for their innovative ideas and sophisticated designs, Jaquar is all set to light up your lives and become a capable and expert provider of quality and designer lighting goods across price-points to corporate, commercial and residential segments. Partnering with international player

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Artemide from Italy.

Jaquar intends to turn your home and office into an anviable masterpiece.

Established in 1986, Jaquar has emerged as the undisputed leader in quality bath fittings in India. The keywords of progress and development at the Jaquar house are evolution, innovation and up gradation

With its immense penetration into the domestic and overseas markets, Jaquar is poised to take a giant leap forward to explore new dimensions. With this pursuit, Jaquar has spread its wings and joined hands with a German firm, Horst Breuer GmbH & Co., a member of the MASCO Group of Companies, USA.

Based in Neuweid on the Rhine in Germany, committed to the philosophy: "Showering & More! More quality, more functionality, more service,... simply more showering culture!" Breuer has set standards for itself.

Jaquar and Breuer bring 'Liveable' Trends for your bathroom.

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Glass Idromassaggio was established in 1990 by a group of businessmen, who were absolutely convinced that the hydromassage systems, at that time for the few, would become popular. This far-sighted hunch laid the bases for constant development.

Encouraged by growing public approval, Glass became a joint stock company and built today?s head office and facilities in Oderzo, which over the years have been extended from the initial 7,000 m2 to the current 22,000 m2.

After a decade distinguished by an exponential increase in sales both in Italy and abroad, in 2000 Glass Idromassaggio S.p.A. became part of the Masco group. This American multinational includes many well-known European brands, such as Hansgrohe, Hueppe, Damixa, Thermic plus another 30 companies, making it one of the foremost manufacturing groups of bathroom fixtures and fittings in the world. Being able to exploit group synergies has enabled Glass to increase its penetration of the European markets.

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Founded in 1947, the Siamp group is based since its early days in the Principality of Monaco.Toilet seat covers, tanks, mechanisms, float valves, evacuations, suspended sanitaries, covering, care and ventilation solutions: Siamp designs, manufactures and distributes a wide range of products and systems for the restroom space

Global partner of the leading ceramic manufacturers and hundreds of distributors, Siamp is in permanent contact with an ever growing market..

MISSION To be a truly World Class Company in all respects exceed our customers expectations in quality, delivery and cost effectiveness through continuous product innovation, cutting edge technologies, and customer interaction

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CSR

We make a serious effort to ensure environment conservation. We have gone the extra mile to create an eco-friendly

environment by building a zero waste plant. Every possible anti-pollution system has been installed to

ensure that no recyclable matter is ejected outside the factory grounds.

As a result, we have achieved a state of zero waste emission and no pollutants are discharged into the environment.

We have also minimized the use of precious natural resources, and go to great lengths to recycle water by the process of rain harvesting.

Manufacturing Unit

At Jaquar, we believe that it is our judicious mix of ultra modern technological set-up and the finest human resources which not only generate products of the finest quality but also an optimal level of cost economies for our Company.

The world's most advanced plant and machinery sourced from top global manufacturers

A 'no compromise on quality ' attitude results in the latest technical developments, in production processes.

The Manufacturing Unit:-

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A most modern manufacturing unit and one of the biggest in Asia

Spread over a total area of 21,500 sq. meters, and a current average production of 30,000 units per day, with scope for further enhancement

An almost completed, second manufacturing unit, to take the daily average production even higher

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The Technology:-

The world's newest, most relevant technological solutions A well-equipped Research & Development Centre with the latest

3-D Modeling Design software to carry out design functions and define technical specifications

An entirely in-house production process, for tight control over the minutest of details of the production process and the highest quality at every stage - from the fabrication of components to the finishing and polishing to putting together the final product

The first company in India to install Semi Auto Low Pressure Die Casting Furnaces

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Advanced Silica Core Technology guarantees defect-free, even finish and uniform wall thickness on the inside section of the products

Entire machining carried out on fully automatic and semi automatic high-speed high precision machines

Auto polishing machines, grinding machines and a highly advanced chemical coating plant ensure excellent finish

The testing laboratory is equipped with Pneumatic Testing Machines and Endurance Test machines to test and produce zero error product

The widest, most comprehensive range of bath fittings, ranging from the quarter-turn, single - lever and sensor products to the ultimate in high technology, the thermostat products

All Jaquar products of international quality and meet with the BSEN 200 Certification

QUALITY:-

For Jaquar, excellence is its own reward. It's an attitude that shows in every single activity we undertake. It shows in our work culture, management style and future planning. It also shows in every single piece manufactured by us - be it the workmanship, design, material used or the technology. The extraordinary pull of Jaquar products is a manifestation of the focus on excellence.

As a result, Jaquar has been awarded several well-known international awards for Quality. Jaquar looks at these honors as appreciations of its efforts. The awards are motivators. That's because, at Jaquar, we never rest on our laurels. A goal achieved is never an end in itself. It's a milestone. The real award for us is

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customer satisfaction.

Jaquar has been awarded the Superbrand status two times consecutively. It is the only company in the bath fittings industry to receive this. The Company now figures in the list of 800 of the most respected and preferred brands in India.

Achievement

Jaquar Got Various Award for their quality products:-

Fulham Geissler Award for Quality:-

Saudi Arabian Standards Organization - (Saudi Arabia) Water Regulations Advisory Scheme - (United Kingdom)

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Thai Industrial Standards - (Thailand) United Kingdom Accreditation Service - (Europe)

Going Global

The Company's focus is very clearly set on globalization. Jaquar aims to establish itself firmly in the world's top markets, to be acclaimed as an international brand.

Jaquar has positioned itself strategically in the United Kingdom, Middle East and Far East. And its products have been very well

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received in international markets, where they have successfully competed with major international brands

Jaquar Offices Across the Globe:-

Europe:-

United Kingdom  

M/S. Just Taps Plus LimitedUnit # 3, Tomo Industrial Estate. Packet Boat Lane. Cowley. Uxbridge. Ub8 2jpLondon (U.K.)Phone # +44 1895 442211Email : Justtapsplus@Btconnect.ComSales_Justtapsplus@Hotmail.Co.Uk

 

Middle East:-

UAE-Dubai (Office & Warehouse)  

Jaquar Middle East Llc P.O. Box No. 39869, Behind Galadhari Driving Institute, Dubai (Uae)Phone # +971 4 2676006Mobile # +971 505526990Email : Jaquar@Emirates.Net.Ae / Nazir@Jaquar.Com

Mirqabat General Trading Establishment P.O. Box: 22478, Dubai (Uae)Tel# 00971- 42629100Fax# : 00971-42692165Email: antony@alshayauae.ae

   

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Qatar Bahrain

M/S.Al Abbas Gallery, Po Box 8968, Air Port Road, Qatar Phone # +974 4675167Mobile # +973 39744555

email : menon@alabbas.com.bh

M/S. Y.K.Almoayyed & SonsP.O.Box no.143, Manama, Kingdom of BahrainPhone # +973 17211211Mobile # +973 39648081email : ashy@almoayyed.com.bh

   

Oman Saudi Arabia

Khimji Ramdas LlcP.O.Box: 19Muscat-100, Sultanate Of OmanPhone # +968 24852737Mobile # +968  99103522email : karnakar.bmd@khimjiramdas.com

Ajay Kumar Raj Bhatia Factory for Metal Recycling2712 Al. Hamra – Office No. 3Jeddah – 23212 – 7181 Jeddah, Kingdom Of Saudi Arabia Phone # +966 26678521Fax # +966 26678572email : ajay123@eim.ae

ASIA:-

Thailand Sri Lanka

Richy Rich Intertrade Co. Ltd. / Rich Healthcare Ltd.8/62 Moo8,Mooban Phiboon, Charansanitwong 35Bangphrom, Talingchan,Bangkok 10170Phone # +662-8659992-3, +662-8650906Fax # +662-8659993, 00662-8651184 , Email : info@rrintertrade.com

Key Group Three ( Pvt) Ltd. Showroom : 462 T.B.Jayah Mawatha, Colombo – 10, Sri Lanka Phone # +94  11 2673525, 2688809, 2674999 Fax # +94 (011) 2688808 Contact Person: Mr.P.S.Jayaratne,                          Mr.Adrian Siriwardena                          Ms.Kiruthigha Ramasamy  Phone # +94 775590596

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Email: Keygrp3@Sltnet.Lk, Kiruthigha@Jaquar.Com

   

AFRICA:-

Nigeria Kenya

Namoh Industries Nigeria Ltd.96, Nnamdi Azikiwe StreetP.O.Box 9808, Lagos, NigeriaPhone # +234 (01) 2667071, +264 (01) 2663843 Email: Ravibabani@Namohindustries.Com

Ideal Ceramics Ltd Makande Road,Shimanzi P.O Box 82271 Mombasa - Kenya Contact Person: Mr.Darshit Agravat Phone # +254-41-2490000 Fax # +254-41-2496075 Email: darshit@idealceramics.Com

MARKETING STRATEGY

Strategic thinking is key to the evolution of successful marketing strategies of Jaquar & Company. This involves the following analyses:

(a) Understanding markets: Strategic perspective of the market requires skilful analysis of the trend and how they affect the market size and demand for the firm’s product.

(b) Finding market niches: Price, service, convenience and technology are some of the niches in Indian market.

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(c) Product and service planning: Analysis of the customer’s promotion of the brand, both of the firm and competitors, besides an analysis of the situation in which the customer uses the product.

(i) Distribution: Structural changes in inventory management, mobile distribution are some of the key factors that are going to affect the distribution process in the Indian market.

(ii) Managing for result: With pressure on costs, prices, and margins, marketers will have to make effective utilization of every rupee spent in marketing.

Market opportunity of Jaquar & Company:-

Identification of market opportunity is critical before the management of a firm takes a decision to launch or diversify in any product area. This involves analysis of the following:✔ Size of the market✔ Marketing strategies and the extent and quality of services rendered by other firm in the industry.✔ Market programmed required to satisfy market wants✔ Identification of key success factors in an industry and linking them to a firm’sstrengths and weakness

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Market opportunity

(a) Size of the market(b) How well the market is served(c) Prospective inches(d) Marketing mix required to succeed(e) Core competencies required

The Future

At Jaquar, they believe in being in control of their destiny. They set ambitious targets and believe in stretching themselves to outperform them. Therefore, the leadership position in the Indian market notwithstanding, They have various overseas tie ups which the quality of the product, And satisy the customer more and more.Jaquar believes in building long time relation with their customers.

At home and abroad, Jaquar is looking to not only consolidate its leadership position in various segments through newer, high technology products but also through consistent organic and inorganic growth opportunities, in Bathroom fittings and wate heaters.

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Jaquar is already a leader in faucets and chandliers, now they are planning to capture the market more and more in water heaters also . If the company continues to grow at the current pace, they will touch the sky very soon. Continuous focus on Good Quality and operating better service remains the hallmark of the company.Adding to all this is the fact that bathroom fitting culture is changing in India and people want modern and durable products from the company this is throwing up fresh opportunities, as now there is boom in real estate and infrastructure is increasing day by day it is a positive sign for us to increase our business. Therefore the future is optimistic with promises of a virtuous cycle of growth.

Jaquar has one manufacturing palnt situated in Bhiwadi (Rajasthan).This plant has modern facility and latest technology which help them to produce better quality of products.Regular training is provided to the employees so that they easily adopt the new technology nad give maximum output to the company. Jaquar dealer or business partners are also chosen with great care.

Jaquar products are sold through a combination of outlets ranging from exclusivedealerships to multi-brand and branded retail outlets.Jaquar has established various Orientation Centers in so many cities of India as well as Overseas. In Orientation Centers customer can easily avail the demonstration of each and every productof the Jaquar.The continuous upgradation of dealer knowledge is in Jaquar’s interest and therefore their training is undertaken by the company.

Jaquar AO Smith Water Heaters-:

EWJ 6 Litres:-

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Specifications

Capacity [ltrs.] 6

Power Supply 230V/ 50Hz

Wattage [kW] 2

Max Stdg. Loss [kWh/24h/45 C diff.] [as per ISI 2082:1993 amended in 2002]

0.792

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.51

Reheating Time for 50 C rise [in min] 16

EWJ 10 Litres:-

Specifications

Capacity [ltrs.] 10

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Power Supply 230V/ 50Hz

Wattage [kW] 2

Max Stdg. Loss [kWh/24h/45 C diff.] [as per ISI 2082:1993 amended in 2002]

0.99

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.62

Reheating Time for 50 C rise [in min] 33

EWJ 15 Litres:-

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Specifications

Capacity [ltrs.] 15

Power Supply 230V/ 50Hz

Wattage [kW] 1/ 2/ 3

Max Stdg. Loss [kWh/24h/45 C diff.] [as per ISI 2082:1993 amended in 2002]

1.138

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.75

Reheating Time for 50 C rise [in min] 48 for 2kW 38 for 3kW

EWJ 25 Litres:-

Specifications

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Capacity [ltrs.] 25

Power Supply 230V/ 50Hz

Wattage [kW] 1/ 2/ 3

Max Stdg. Loss [kWh/24h/45 C diff.] [as per ISI 2082:1993 amended in 2002]

1.386

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.924

Reheating Time for 50 C rise [in min] 72 for 2kW 58 for 3kW

CEWHR 35 Litres:-

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Specifications

Capacity [ltrs.] 35

Power Supply 220V/ 50Hz

Wattage [kW] 1/1.5/2.5

Current (A) 4.6/6.8/11.4

Temp. Range (°C) 35~75 ± 5

Rated Water Pressure (Mpa) 0.8

Net Weight (Kg) 19

IN CEWHR model they also have Water Heaters with the Capacity of 50, 70 , 100 Litres.

Key Features of all Jaquar AO SMITH Water Heaters:-

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Dual Glass Lined Heating element reduces electricity bills,increases the life of the heating element and heats water faster.

Blue Diamond Glass linning offers the best protection against tank corrosion.

Anode Road Protects the tank from Corrosion.

MAJOR COMPETITORS OF Jaquar & Company Pvt. Ltd in Water Heaters in JAIPUR:-

Racold Water Heaters. Bajaj Water Heaters. Venus Water Heaters. Symphony Water Heaters. Inalsa Water Heaters. Crompton Greaves Water Heaters. Remson Waters Heaters. Sphere Hot Water Heaters. Khaitan Water Heaters. Crown Water Heaters. Ajanta Water Heaters.

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Jaquar Sales Turnover of last 8 Financial Year

Note :- Figures in Crores.

Research Methodology

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2002 - 2003

2003 - 2004

2004 - 2005

2005 - 2006

2006 - 2007

2007 - 2008

2008 - 2009

2009 - 2010

0

100

200

300

400

500

600

700

800

Series1

Every project work requires research, successful completion of any project and getting the genuine results from that depends upon the research method used by the researcher. The whole research process used by us is as follows:-

1. Problem Formulation

2. Research design

3 Sample design

4. Source of data(a) Primary source of data(b) Secondary source of data(c) Collection of data(d) Analysis of data(e) Interpretation of data(f) Project report and writing

Research

Research can be defined as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Redman and Mory defines research as a systematized effort to gain new knowledge.

Marketing researchMarketing research is the systematic gathering, recording and analysis of data about marketing problems to facilitate decision-making. Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

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Type of Market Research

Marketing research is now placed under the control of some staff executive to provide adequate information to the line of management. In these days of specialization, various types of marketing research are adopted.

There are five major types of marketing research with several sub types.

1. Marketing performance research2. Product research3. Promotion research4. Distribution research5. Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and linking it to analysis and decision issue of the action to be taken.The accuracy of the collected data is of great importance for drawing correct and valid conclusions from the detailed investigations.

There are two types of data primary and secondary.

1. Primary data: - The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. There are several methods of collecting primary data, particularly in survey and descriptive researches.Some important methods of collecting primary data are:a. Observation Methodb. Interview Method

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c. Questionnaired. Schedules

2. Secondary data: - Secondary data are used means that are already available i.e. they refer to the data which have already been collected and analyzed by someone else and which have already been passed through the statistical process. Secondary data may either be published data or unpublished data.

COLLECTION OF DATA THROUGH OBSERVATION

We also use this method for the purpose of data collection. In this method we have taken the sample of 50 houses of friends and relatives.

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Through my personal observation I have observed the water heaters used in the houses were 20 % of Jaquar and 80 % was Other. This observation was done in the various areas of jaipur like Mansarovar, Sanganer, Vaishali Nagar, Vidyadhar Nagar, Raja Park, Jawahar nagar, Shyam Nagaretc.

LIMITATIONS

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1. Survey represent only Jaquar market position:- Because this survey is conducted in jaipur . So we can not imagine through it nation level market position of Jaquar& Company.

2. Non respondent:- In this survey many respondent are included which give no idea according our survey objective .

3. Sample size is limited:- In this survey I have taken 40 electronic counters, 30 Sanitary counters, 50 Customers . The conclusion is find out through this sample size. So it not represent the whole market.

4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible that some aspect may be left.

5. Falls information:- In this survey we can not say that every information correct because many respondent gives falls information it may more positive or negative.

6. Financial problem:-Money play very important role in any work in this survey there is also effect of finance because I have limited finance.

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PROJECT

TITLE:- Market potential of water heaters in jaipur market and Market Share of Jaquar AO Smith Water heaters in it.

PLACE:- JAIPUR

SAMPLE SIZE:-

40 Electronic dealers 30 Sanitary Dealers 50 Customers.

METHODOLOGY: - The data collected by two methods.

Primary data collection.

Secondary data collection.

In primary data collection, we have data collect from the personal contact, interview, schedules and questionnaire. In secondary data, The data are also available and we have observed through net and company.

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UTILITY: - From the collection of data we analyses the market potential & market share of Jaquar AO Smith water heaters & take valuable information of water heaters industry.

RESULT: - The result is divided into the following categories:-

A:-DEALER SURVEY

Analysis of brands sold by dealers. Analysis of water heaters sold by dealer in a year. Analysis of which company gives them more benefit. Analysis of customer purchase which water heaters branded or local. Analysis of what customers look into the water heaters when they purchase

it.

B:- CUSTOMER SURVEY

Analysis Customer awareness about Jaquar Water Heaters. Analysis of Customer awareness about water heater company’s. Analysis of what they look into the water heaters when they purchase it. Analysis of what is the budget of the customers.

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MARKET POTENTIAL OF JAIPUR MARKET

After surveying almost all the dealers of jaipur market I have asked their monthly sales of water heaters and after totaling those I find out the total potential of jaipur market.

The total market potential of jaipur market comes out to be 10,420 water heaters.

The market share of Jaquar AO Smith Water Heaters is less. As their water heaters was launched last year.There are some more reson due to which Jaquar water heaters has less market share in jaipur market. Somre reasons are as follows:-

1. Less Customer awareness.2. Less Advertisement.3. Limited Dealers.4. High Price.

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CUSTOMER MEETING

MEETING WITH The Customers-

22 GODAM SHYAM NAGAR TONK PHATAK MANSAROVAR VAISHALI NAGAR VIDHYADHAR NAGAR SODALA NEW SANGANERI ROAD SHANTI NAGAR

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CUSTOMER Awareness About Jaquar AO Smith Water Heaters.

Aware / Unaware NO. OF CUSTOMER %SHAREAware 25 50Unaware 25 50

Aware Unaware

WHAT CUSTOMER LOOKS WHILE PURCHASING Water Heaters

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PROPERTY NO.OF Customer

Less Power Consumption 30Price 40Brand 40Long Life 5Durability 35

Less Power Consump-

tion

Price Brand Long Life Durability0

5

10

15

20

25

30

35

40

45

Series1

ARE THE CUSTOMER BRAND SPECIFIC OR NOT ?

YES/NO NO.OF CUSTOMER %SHARE

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YES 40 80NO 10 20

No. OF Customer % share0

10

20

30

40

50

60

70

80

90

YesNo

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SWOT ANALYSIS OF JAQUAR Water HeatersSTRENGTHS

I. Jaquar is a stronger brand than some of its competitors. The customer loyalty is better and the brand awareness and the brand recall are good.

II. Jaquar has got a wider range as compared to some of its competitors and huge set of dealer with good attached customer base.

III. JAQUAR Pvt.Ltd. is the first Indian MNC company.

IV. Jaquar is a market leader in Bathroom Fittings.

V. Good financial condition of company to tackle/ meet any short term financial shortage/requirement.

VI. Competitive price strategies of the company.

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WEAKNESSES

I. Jaquar is not the popular company in the water heaters segment.

II. Jaquar is not the strongest brand in the water heaters segment.

III. Prices of the product is high which is not affordable by Indian Customer.

IV. There are fewer Jaquar AO Smith water heaters distributors.

V. Less brand awareness.

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OPPORTUNITIES

I. There is a sustained high growth rate in the Indian economy. The penetration of infrastructure is continuously increasing. As a result, a Large water heater market has come into existence in India. It provides a huge opportunity to Indian water heaters manufacturers.

II. The average spending power of Indian consumers is increasing. It provides a good opportunity to the company for increasing its profit.

III. As Jaquar is market leader in bathroom fitting.Through its water heaters product they can be the market leader in the water heater segment.

THREATS

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I. Aggressive marketing Policy adopted by the rivals. Representatives from competitors like Racold,Bajaj,Venus visit the Retreaders more often than do the representatives from Jaquar. Their regular visits fetch them more sales orders and consequently, it increases their market share.

II. New attractive plans/schemes introduced by the competitors which provide the retreaders better benefits.

III. There is lack of awareness among the consumers regarding the Jaquar water heaters. This is the reason for low sales in the water heaters.

IV. The biggest challenge for Jaquar would be minimizing operating cost. Because competitors have cheap range of water heaters in comparison to Jaquar Prices.

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RECOMMENDATION

In our market analysis I found many block hole in marketing strategy and Jaquar need to increase the awareness about their water heaters in the customer.

In our experience which I get within 45 days . I would like to suggest following points.

1. Expand its advertisement , emphasis on personal advertisement.2. Open more outlet in order to insure availability of product (Water Heater)

in JAIPUR market.3. Make claim policy easy and give claim on demand.4. To give more discount and gift in order to compete with competitor5. Provide facilities to payment in installment.6. To provide cheaper water heaters with advanced quality .7. To make better study of its competitors strategy for monopoly in market.

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CONCLUSION

1. The market share of Jaquar AO Smith water heatres is very less in JAIPUR market.2. Only 50% customers were aware of Jaquar AO Smith water heaters .3. Rate of Jaquar water heaters are high against with the other Company water heaters.4. After sale service (Claim) of Jaquar AO Smith Water heaters is very good.5. 80% customers prefer branded water heaters in their bathrooms.

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BIBLIOGRAPHY

(www.wikipedia.com)

(www.google.com)

(www.yahoo.com)

(www.Jaquar.com)

(www.racold.com)

(www.bajaj.com)

Kotler Philip, Marketing Management

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QUESTIONNAIRE

Questionnaire For Customers:-

Market Potential of Water Heaters in Jaipur Market.

Name:-........................................

Mob No:-.....................................

Address:-...............................................................................................................

..............................................................................................................................

1. Are Aware of Any Geyser Company?

Yes/No.

If yes which company.............................................................................

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2. Are you Aware of Jaquar Geysers?

Yes/No.

If Yes How Do You came to Know About Jaquar Geyser?

1. Advertisement.2. Friends.3. Retail Shops.4. Sales Executive.5. Any other Specify......................

3. What are Your Requirement For Geyser?

1. 10Litre.2. 15Litre3. 25Litre.4. More....................

4 What is your Budget for Geyser?

1. Rs.3, 000 - 4,000.

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2. Rs.4, 000 - 5,000.3. Rs.5, 000 -6,000.4. Rs.6, 000 & above.

5 How You Make Decision to Purchase the Geyser?

By Own/ Through Other Advice.

If Through others Advice Then Whom:

1. Plumber.2. Architecture.3. Friends.4. Family.

6. What Do You Look Into The Geyser?

1. Safety.2. Long Life.3. Looking.4. Less Power Consumption.5. Easy To Operate.

7. How Many Geyser You Want To Purchase?

1. One.

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2. Two.3. Three.4. More.................

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QUESTIONNAIRE FOR DEALERS

Market Potential of Water Heaters in Jaipur Dealer Name:- .....................................................

Mob. No:-........................................

1.Which Company’s Water Heater You Sell More & why?

1. Racold.2. Bajaj.3. Crompton Greaves.4. Inalsa.5. Venus.6. Any Other Specify...................

Why.......................................................................................................................

...............................................................................................................................

...............................................................................................................................

2. Which Company Gives You More Benefit?

1. Racold.

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2. Bajaj.3. Crompton Graves.4. Inalsa.5. Venus.6. Any Other Specify....................

3. What type of water heaters Customer Purchase More?

1. Branded.

2. Local.

4. Please Rate the following factors required the customer when they purchase water heater?

1. Low Price( ).2. Safety( ).3. Capacity( ).4. Long Life( ).5. Less Power Consumption( ).

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5. Please Rate The following Factors which influence Buyer’s Purchase Decision?

No Factors Rate

i. Price of the product

ii. Quality of the product

iii. Availability of the product

iv. Brand name of the company

v. Previous Experience

vi. Advertisements

vii. Family/friends opinion

viii. Sales promotional activities

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