Summer Internship 2012 1

Summer Internship Report- 2012

GOKULNATH.S

Title of the internship:

A STUDY ON BUSINESS VERTICALS, COMPETITOR ANALYSIS AND BRAND STRATEGY AT GRUNDFOS PUMPS INDIA PVT LTD, CHENNAI .

Organization :

GRUNDFOS INDIA PVT LTD, CHENNAI

Objective of the internship:• Study on their business verticals• SWOT Analysis on different segments and PESTEL

Analysis• How they Brand their company and what tools are using it

April 8, 2023

April 8, 2023 Summer Internship 2012 2

GRUNDFOS INDIA PROFILE

GRUNDFOS INDIA:• Year Of Starting : 1998

• Subsidiary of Grundfos – Denmark

• Responsible for the business in Bangladesh, Bhutan and Maldives.

• First Industrial Building To Get GOLD rating from the US Green building council and IGBC

Product profile:• circulator pumps,

• submersible pumps, and

• centrifugal pumps.

Services:• Installation

• Operations

• Replacement

April 8, 2023 Summer Internship 2012 3

BUSINESS VERTICALSBUSINESS VERTICALS

Building Services Water Utility Water IndustryProcess Industry General Industry Others

DBS /DWT

CBS ( HVAC & Fire)

CBS (Plumbing)

Waste Water

Borewell Submersibles

Water Services

Water Treatment OEMs

Other OEMs

Chemical & Process

Oil & Gas

Pharmaceuticals

Food & Beverages

Textile

Paper

Tyre

Cement

Sugar

Power – Thermal & Hydro

Automobile

Steel

Mining

Marine

Exports

Key Account Management

April 8, 2023 Summer Internship 2012 4

SWOT ANALYSIS

Strength

1. Dedicated technical team Faster/Effective presales support.

2. Brand Image & Goodwill Positioning new

products.

3 Quicker deliveriesTo sustain leading position in CBS

Opportunities

1. Growing realty sector & InfrastructureFocus on metro & tier II cities.

2. Increased awareness on Energy efficiencyGrundfos energy efficiency to be bench marked

3. fire market (New to GIN)leveraging using our brand image

Weakness

1. PriceSEZ & Localization

Threats 

1. Local production of global competitors Faster localization of products

2. Local pump manufacturers

April 8, 2023 Summer Internship 2012 5

BRANDING

1. Internal Branding2. External branding

Tools:• Social Media Channels like facebook(Ekboondhpani),

Youtube(Grundfos India)• Mailer Campaign (Globase)• Website Traffic rate and Microsite(in.grundfos.com)• Mobile campaign(Incredible pump yatra)• Mass Media(Radio City)• Apple store (GO CAPS)

April 8, 2023 Summer Internship 2012 6

Internship learning

• Bringing in high-tech, energy efficient and durable products• Continuously educating decision-making authorities• Never cutting price at the cost of quality• Starting with the top end of the market and then targeting the

mid-segment• Never diluting the brand value• Leveraging the technological superiority.• GIN has a big scope for a giant leap with the right products.• Value addition to end user supported by innovation- key focus

area

April 8, 2023 Summer Internship 2012 7

Conclusions and Recommendations

Awareness

Dialogues

Relationship Building