A PROJECT REPORT ON :E X P L O R I N G C O R P O R A T E G I F T I N G P O T E N T I A L O F B A J A J HOME APPLIANCES IN OKHLA INDUSTRIAL AREA a report submitted towards the partial fulfillment of the requirement

of the two years full-time Post Graduation Diploma in Management.

Submitted by Yadram Sharma (2008-10) Post Graduate Diploma in Management Roll.No.:2k81/m/38 ASIA PACIFIC INSTITUTE OF MANAGEMENT 3,4-Institutional Area Jasola, New Delhi

ACKNOWLEDGEMENT "Success is any endeavor, calls for cooperation and guidance from seniors & colleagues". This was aptly bought to me while undergoing my research work for the project. It is impossible to thank the people who have helped me prepare my project, but I would like to take the opportunity to express my profound gratitude and indebtedness to the following.

Last but not the least the cooperation and my deep gratitude to Mr. Puneeet Saxena (AREA MANAGER) & all of my friends for providing me all implicit and explicit support during the project.

However, the describable contents source of inspiration and supervision at every stage of the study was my project guide, Ms. Pratima Sharma. It was an honour to have worked under her.

PREFACE

Someone has rightly said that practical knowledge is far better than classroom teaching. During this project, I fully realized this and I came to know about how does a person of concern Dept.of Company choose among a varied range of products available to him.

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

The report contains first of all brief introduction about Bajaj electrical limited, then comes to introduction regarding "Exploring corporate gifting potential" & market position of Bajaj home appliances. Finally there comes the data presentation and analysis in the end of my report.

I also put forward some suggestions hoping that they will help in Bajaj electricals limited to move a step forward to being the very best.

INDEX

1. 2.

Chapter 1 Executive summary of the project Chapter 2 Profile of the company Introduction History Product profile Market share Organizational chart

3.

Chapter 3 Research Methodology Objectives of the study Scope of the study Type of data Data collection Statistical tools used Limitations of the study

4.

Chapter 4 Finding & Analysis SWOT Analysis

5. 6.

Chapter 5 Conclusion & Suggestions Annexure Bibliography Questionnaire

CHAPTER 1 EXECUTIVE SUMMARY OF THE PROJECT

EXECUTIVE SUMMARY Companies offering product or services will need to understand this new face of the company/institute. The changing demographic profile of the population in terms of education, income, size of the family and so on, are important but what will be more substantive in days to come will be the psychographics of the organizations how they feel , think or behave. Marketers will have to constantly monitor and understand the underlying psycho graphics to map their respective industries are moving and decide what needs to be done, by way of adding value that motivates organizations to

buy the company's products and influence the future industry structure. Keeping in view such stiff competition, its a miniscule effort from my side under which I have tried to fulfill the following objectives: 1) To find out what does the purchaser of the home think about Bajaj electrical limited. 2) To study their preference for the bajaj home appliances. 3) To study the market opportunities of Bajaj electrical limited to help in the formulation of marketing strategy. 4) To suggest some measures to make Bajaj electrical limited more competitive. 5) To study the purchasers satisfaction level in regards to the strength of the Bajaj electrical limited. 6) To study the market prospects of Bajaj electrical limited. The findings of the research lead to following conclusion Some of the companies mainly prefer to purchase Bajaj electrical items than to others

Dealers are at the View, that the company needs to have some incentive schemes to promote more sales because philips and Usha are giving tough competition to Bajaj Electrical Limited.

Most of the companies were the opinion that the company should adopt better methods for promoting their brand due to the entrance of the company's brand.

MAJOR FACTORS INFLUENCING PURCHASING BEHAVIOUR: The major factors that influence the purchasing behavior are: Product, Price Place Promotion mix PRICING AND MARKET SHARE: Pricing is undoubtedly one of the most important decision areas of marketing. Price and sales volume together decide the revenue of any business. As the sales volume in itself is dependent on price, pricing really becomes the key to the revenue of the business. Pricing becomes the vital decision area on account of certain other factors besides its crucial role in bringing revenues and profits to the business.

PRICING METHOD/PRICING STRATEGIES: There are several methods of pricing: Cost based pricing Demand based pricing

Competition based pricing

Product line oriented pricing

Differentiated pricing

MARKET SHARE: Market share constitutes the total market captured by Bajaj electrical limited in the whole consumer durable industry. During my survey I found out that the market share in different areas are different because of different geographical regions, climate and number of different companies.

The market share is determined by the help of total consumption of the particular area and the consumption of particular company's product in that area. The market share of Bajaj electrical limited is growing with every financial year.

CHAPTER 2

PROFILE OF THE COMPANY

INTRODUCTION

The bajaj group of India owes immense gratitude to their founding father whose vision and dedication over the years has greatly helped to build a business house that can set standard in Indian industry.

Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of Mahatma Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of his country, Trust - a simple word that contains a whole philosophy handed down by Jamnalal Bajaj to his successors. He valued honesty over profit.

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kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious father and consolidated the Bajaj foundation. With characteristic foresight and

pragmatic; vision, he launched a steady diversification programme which gave the current name "Bajaj" both its shape and size. His unique management style created a work culture that matched well with the national spirit he had inherited.

Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and steered the Group from strength to strength for over 22 years. He had also actively participated in the freedom struggle of the country. In post independent India, he had led the youth movement.

Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with Bajaj Sevashrarn after which he worked at Bajaj International, the groups export company. Mr. Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took over as the Chairman and Managing Director in 1994. .

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HISTORY

People don't just bring their brains to work: they also bring their hearts and soul. They want to feel passionate about what they are doing and be a part of whatever is great. We at Bajaj Electricals Limited, recognize this truism and seek out and strike a dialogue straight with the hearts and souls) of our employees. Here is a quote from Mr. Shekhar Bajaj, our Chairman and Managing Director -

"Every individual has the potential to perform if he or she gets proper motivation, the right opportunity and the freedom to work. In the long run success is achieved when ordinary people perform extraordinarily. It is important to keep an open mind rather than drawing preconceived impressions about people. More often that not, such impressions will be proven wrong."

Faster, Higher, Stronger - is our maxim, our way of individual and organizational performance. This is how we managed a successful business turnaround in Bajaj Electricals Ltd - with and through each one of our employees. And not only our excellent brand of products, our people provide an excellent competitive advantage to us. We are looking at a collaboration for our luminaire business through a licensing agreement as there is a need for technologically superior products which are state-of-the art. We are in advanced discussions. I cannot disclose anything further at this stage," Bajaj

Electricals chief operating officer and president R Ramakrishnan said.

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The luminaire business is one of the five special business units (SBUs) of the company. The others are appliances, pans, lighting and the engineering business. Bajaj Electrical luminaires find applications in the engineering, power, steel, cement, fertilizer, chemical and petrochemical sectors.

Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the UK for its irons. This tie-up also entails a technology transfer.

The company is targeting revenues of Rs 1,500 crore by the year 2009-10. "The biggest contributor to this will be the engineering business. Till recently, we were only into the manufacture of power transmission towers. Now, we will be installing them too," Mr Ramakrishnan added. The engineering and projects business is also the fastest growing business.

This business has an order book of over Rs 150 crore and has grown by over 85%, senior company executives said. The company clocked net sales of Rs 505.26 crore in the last fiscal and is expected to add around 25% to its topline this fiscal, he said. The company which had been facing tough times a few years back has bounced back after the implementation of a restructuring exercise.

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

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Last year, the company also came out with a rights issue at premium of Rs 15 per share. Further, the company also of out of the die-casting business by giving a VRS at the plant, selling the development rights of the land and entering into a non-compete clause with a competitor.

Revamp helps Bajaj Electricals Turn Around Hindu Business line January 31, 2005 K. Giriprakash V. K. Varadarajan Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations, including shutting down some of its loss-making ventures, as part of its plans to turnaround the company.

Bajaj Electricals' President and Chief Operating Officer, Mr R. Ramakrishnan, told Business Line that the restructuring has helped the company to turnaround and now it expects to double its revenues to about Rs 1,000 crore within three years. The company hopes to end the current fiscal with a revenue of around Rs 730 crore, an increase of 20 per cent over fiscal 2008-09.

Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for the company. As per the new plan, Bajaj Electricals dropped its matrix

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

It now has five separate business units - engineering and projects, luminaire, appliances, fans and lighting. "Each of these units compete as separate businesses with its, competitors," Mr Ramakrishnan said. The company also got rid of unviable businesses.

For example, it shut down its diecast operations and offered VRS to 180 people. It also sold surplus land of the unit.

He said the company also went in for financial restructuring by swapping high cost funds with low cost long-term debt. The banks too have lowered interest cost and increased the moratorium for another two years.

The company plans to invest about Rs 20 crore, spread over the next fiscal, to double the existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from Powergrid Corporation for erection and commissioning of power transmission tower. Mr Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over the last fiscal, is expected to outpace other business units. The company expects about 25 per cent of its revenues to come from its engineering business, he said.

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Mr Ramakrishnan said with the Power Grid according thrill the status of approved EPC contractors, it expects bigger orders from the power company. He pointed out that with an estimated investment proposal of Rs 75,000 crore by Powergrid Corporation, there was a huge opportunity for the company.

Mr.Ramakrishnan said the company had entered into a licensing arrangement with Trilux, a leading European luminaries brand and a market leader in lighting in Germany. The tie-up, though is aimed to market the products to premium segments in the country, could lead to manufacturing Trilux products in the long term.

Bajaj's own products to provide full spectrum of lighting products, he said. Similarly, Bajaj's tie-up with UK's leading small appliances brand Morphy Richards had helped it to position itself in the premium end of the market.

Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per cent in the appliances segment, 20 per cent in luminaries and 10 per cent in lighting. The company has also been able to take on the unorganized sector by offering competitive pricing of its products in the lower end. "Our China sourcing strategy has helped us to buy from the world's best without compromising on the quality of the products,"

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Bajaj Electricals Keeps on Shining More...

Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India w ho are in th e b us ines s of s teel, s ugar, tw o wheelers & three wheelers. Bajaj Electricals is well established in their range of products such as lamps & tube lights, luminaires, small household appliances, ceiling fans & table fans and turnkey engineering services. The company has been in existence for the last 60 years and has steadily grown and expanded its business both in domestic and international markets.

Bajaj Electricals has 20 branch offices and 4 regional offices spread in different parts of the country besides being supported by a chain of about 600 distributors, 2500 authorised dealers, over 60,000 retail outlets and over 200 service franchisees

BEL today has five major business units comprising of lighting, luminaires, electric fans, home appliances, turnkey engineering projects. BEL's export activities are well supported through its International division. The Company has recently forayed into electric power generation through wind energy in its quest to reduce the depletion of fossil fuels and preserved the environment. Total Quality Management (TQM) has taken roots in some important business processes of the Company. Few business units of the company have already received ISO Certifications while the other BUs are on the anvil to obtain the same.

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PRESS NEWS

Times of India January 22, 2008 Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third quarter ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the corresponding period of last fiscal. Revenues from operations during the quarter were higher at Rs 170 crore as against Rs 126 crore i n the same period of 2007-08.

Leading the Way Corporate Dossier Economic Times January 14, 2008

Shekhar Bajaj, Chairman & MD, Bajaj Electricals Ltd.

A leader sets an example for others to emulate, and hence must be a high-level performer. He's also respected by subordinates and colleagues, alike. He must embody honesty, integrity and trustworthiness.

A leader is knowledgeable and well read and must guide and empower his subordinates to perform their best.

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. PRODUCT PROFILE

Bajaj Storage Water Heater

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

Available in 10 litre capacity

GX 10

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

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DX 5

Multiple, adjustable temperature levels Thermal fuse for additional safety Pilot light for thermostat operation Swivel cord outlet Large Sole Plate Non stick coated sole plate

Cordless Kettle 1 Litre

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

Self illuminating transparent switch

Aqua Naturale Makes drinking water healthy and safe through seven stages of purification. It's a completely natural process. In fact, it's the only purifier that works without any resins. And without any electricity. What's more, it doesn't require a continuous flow of water supply. The water that you drink is not only cleaned and sterilized but also made healthier through the addition of valuable minerals. Result: Healthy, refreshing water. Just as nature gives you.

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Coolest RC 2004 Rotochill

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

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

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

with 5 year guarantee

1600 T3

16 Litre Capacity Stainless Steel inner chamber Keep Warm Function 0-60 minutes timer

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Aquatherm Instant Gas Water Heater

Oxygen depletion monitor LED indicator for temperature Auto Shut Off 20 minute timer

Office Locator Registered Office 45/47, Veer Nariman Road Fort Mumbai - 400023 Phone - 22043841, 22045046 Fax - 22851279 Company Showroom 'World of Bajaj Electricals' Bajaj Bhavan Nariman Point Mumbai - 400021 Phone - 22023626

Head Office 51, Mahatma Gandhi Road Fort Mumbai - 400023 Phone - 22043780, 22043733 Fax - 22828250

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MARKET SHARE Shareholding Pattern As on 31st December, 2008 Under Clause 35 of the Listing Agreement A 1 Category Promoter's holding Promoters* Indian Promoters Foreign Promoters 2 Persons acting in concert# Sub Total: B 3 a(i) a(ii) b(i) b(ii) b(iii) Non-Promoter's holding Institutional Investors Nil Mutual Funds Unit Trust of India Banks Life Insurance Corporation of India Oriental Insurance Company Ltd. C 4 A Flls Sub Total: Others Private Corporate Bodies 389298 4.50 Nil 861347 Nil 9.97 500 150 6687 746010 108000 0.01 0.00 0.08 8.63 1.25 Nil No. of Share held Of Shareholding

5693850 65.88 Nil Nil 104440 5798290 1.21 67.09

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B C D E

Indian Public NRIs/OCBs Any Other Non Resident Foreign Companies Sub Total: Grand Total:

1567010 5905 5430 15600 1983243 8642880

18.13 0.07 0.06 0.18 22.95 100.00

as defined in Regulation 2(h) of SEBI (Substantial Acquisition of Shares and Takeovers) Regulation, 1997. The promoter's holding shall include all entities in the promoter's groupindividual or body corporates. # as defined in Regulation 2(e) of SEBI (Substantial Acquisition of Shares and

Takeovers) Regulations, 1997. Note: 1. Total Foreign shareholding including Foreign Promoters, Fils, NRIs/OCBs

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

Shareholding Pattern as on 31st December, 2008 Under Clause 35 of the Listing Agreement Persons Holding more than 1% of the shares of the Company

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SL. No. A 1 2 3 4 5 6 7 8 9 B

Name of Shareholder 1. Promoters: Jamnalal Sons Pvt. Ltd. Bajaj Auto Ltd. Hind Musafir Agency Pvt. Ltd. Bajaj International Pvt. Ltd. Shri Shishir Kamalnayan Bajaj Shri Rahulkumar Kamalnayan Bajaj Shri Shekhar Bajaj Shri Madhur Bajaj Shri Anant Bajaj 2. Foreign Promoters: Non-Promoter's holding: 3a. Mutual Funds & UTI 3b. Banks Life Insurance Corporation 746010 of India Oriental Insurance Company Ltd. 3c. Flls 4a. Private Corporate Bodies 4b. Indian Public 4c. NRIs/OCBs 4d. Any Other - Non Resident 4e. Foreign Companies

No. of Share 1429541 1719676 200000 200000 136400 114000 190680 90786 175366 Nil Nil Nil

To equity capital 16.54 19.90 2.31 2.31 1.58 1.32 2.21 1.05 2.03 Nil Nil Nil 8.63

1.25 108000 Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil

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ORGANIZATION HIERARCHY

1) Managing director-shri Shekhar Bajaj 2) President-R.Ramakrishan 3) Vice president 4) Executive director-Anant Bajaj 5) Regional manager puneet saxena 6) Assistant manager 7) Senior sales executive 8) Sales executive 9) Financial coordinator

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CHAPTER 3 RESEARCH METHODOLOGY

Innovating to set new standard

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RESEARCH METHODOLOGY

STATEMENT OF THE PROBLEM AND ITS SIGNIFICANCE:

The study is on explore corporate gifting potential and market condition of bajaj home appliances with a special synopsis on competitive marketing strategies".

It covers aspects like market share of the company, buying attributes of corporate, preference of the corporate etc. The study is a modes effort at understanding the corporate attitude about Bajaj electrical ltd, which has a very good market share as their competitors.

Research simply means a search for facts-answers to questions and solution to problems. It is a purposive investigation. It is an organized enquiry. In other words research means search for knowledge and research methodology is a way systematically solve the research problems.

It is a science of studying how the search is actually done. It presents the source of data collection, the sampling procedures and tools of investigation and limitation of the study.

My research project has a specified framework for collecting the data in an effective manner. Such framework is called "research design".

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The research process:

It includes following steps 1. Defining the research problem & research objective: The definition of the research problem includes the study of the topic exploring corporate gifting potential area(new delhi)". 2. Developing the research plan: Second stage for developing the research plan calls for gathering the information. It consists of of Bajaj home appliances in Okhla industrial

Data sources: The researcher can gather primary data, secondary data or both.

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

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

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Research Approaches:

Primary data can be collected in five ways: 1) Through observation: Fresh data can be gathered by observing the relevant actors and settings. .

2) Survey research: Surveys are best suited for descriptive research. Surveys are used to learn about organizations knowledge, beliefs, preferences and satisfaction.

3) Behavioral data: Organizations leave traces of their purchase behavior in store scanning data, catalog purchase and customer database. Much can be learned by analyzing these data.

4) Experimental research: The purpose of experimental research is to capture cause & effect relationship by eliminating competing explanations of the observed findings.

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RESEARCH INSTRUMENTS:

Three main instruments used in collecting primary data are 1) Questionnaires: A questionnaire consists of a set of questions presented to respondents. Questionnaire needs to be carefully developed, tested and debugged before they are administered on large scale.

2) Psychological tools: Psychological tools consist of depth interviews.

QUESTIONS ARE OF TWO TYPES: 1) Closed end questions 2) Open end questions Closed end question include: Dichotomous Multiple choice Likert scale

Open end questions include: Structured questions

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SAMPLING PLAN After deciding the research plan and research instrument, the marketing researcher must design a sampling plan. This calls for three decisions: 1) Sampling unit: Who is to be surveyed? The market researcher must define the target industrial area.that will be sampled. Once the sampling unit is determined, a sampling frame must be developed so that everyone in the target industrial area has an equal or known chance of being sampled. I have completed my survey in okhla industrial area,new delhi.

2) Sampling size: How many organizations to be surveyed? Large samples give more reliable results than small samples. It mainly refers to no. of respondents from the universe. My sample size consists of 90 company from different area of working in okhla. 3) Sampling procedure: How should the respondents be chosen? To obtain a representative sample, a probability sample of the population should be drawn.

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SAMPLING

1) Probability sampling It includes: 2) Simple random sampling Non probability sampling It includes Convenience sampling

SAMPLING TECHNIQUE USED: Due to constraint of tine, convenient sampling is used. This sampling method involves purposive or deliberate selection of particular units of the universe for constituting a sample, which represents the universe. In this population elements are selected for inclusion in the sample based on the ease of access. 3) Collect the information The data collection phase is most expensive and most prone to error. Four major problems arise in this phase:

1) Other will give biased answers. 2) Some interviewers will be biased.

4) Analyze the information The next to last step in the marketing research process is to extract findings from the collected data. Different types of statistical techniques are used.

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5) Present the findings As the last, the researcher presents the findings. The researcher should present findings that are relevant to major marketing decisions.

6) Decision making After completing all phases decision is formulated that is advantageous for the organization. Decisions made are checked and implemented by managers.

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STATISTICAL TOOLS USED:

Tabulation of data & develops frequency distribution., Averages and measure of dispersion are computed. Simple and complex tables are used. One dimensional diagrams are used e.g. bar diagrams. Two dimensional diagrams are used e.g. pie diagrams. Graphs are used. Sampling methods are used.

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OBJECTIVES OF THF STUDY

The objective of the project ``exploring corporate gifting potential & to know the market position of Bajaj home appliances "are as followed 1) To find out what does the purchaser of the home think about Bajaj electrical limited. 2) To study their preference for the bajaj home appliances. 3) To study the market opportunities of Bajaj electrical limited to help in the formulation of marketing strategy. 4) To suggest some measures to make Bajaj electrical limited more competitive. 5) To study the purchasers satisfaction level in regards to the strength of the Bajaj electrical limited. 6) To study the market prospects of Bajaj electrical limited. 7) To study the reasons behind best home appliances. 8) To study strength and weakness of Bajaj home appliances.

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LI MI TA TIONS OF T HE S TUDY

Every person try to do the work in the best possible way, but yet he/she faces certain difficulties. But still proper care was taken to present the report in the best possible way, but still the difficulties which was faced are as follows-

1) Area of survey is also limited as survey was conducted in okhla industrial area only. 2) Time and other factors, which are beyond human limitation, have also a bearing on the study. 3) Sample size taken for the study is quite small and it therefore does not represent the whole population. 4) Since only limited number of organizations have been selected which do not represent the whole of the organization in the Delhi city. 5) Some of the organization do not take interest in filling questionnaire. 6) Some of the organizations give wrong answers due to lack of interest. 7) Some of the organizations are biased.

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CHAPTER 4 FINDINGS & ANALYSIS

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DATA ANALYSIS AND INTERPRETATION

The following pages give an in depth analysis and interpretation for the data collected from dealers. Each aspect of analysis is shown separately accomplished with tabulatation, a graphical representation and an interpretation for the same.

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1) Which home appliances do you use as a gift items ? TABLE -1 Bajaj Usha Philips Inalsa Maharaja 23 13 28 18 8

GRAPHICAL REPRESENTATION:
HOME APPLIANCES WHICH USE AS A GIFT 23 ITEMS
30 20 10 0 18 8
28 13

F O . O N

S T N E D N O P S E R

Bajaj

inalsa

maharaja

NAME OF HOME APPLIANCES

GRAPH -1 INTERPRETATION: The result shows that maximum number of companies use Philips (28) whereas Bajaj users are (23), Usha users are (13), inalsa users are (18) & maharaja users are (8).

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2) From how much time you are using Bajaj product? TABLE-2 LESS-1 YEAR 1-2YEAR 2-3YEAR 4-ABOVE 10% 20% 40% 30%

GRAPHICAL REPRESENTATION:
ABOUT RETAIL OUTLET
LESS-1 YEA R 10%
LESS-1 YEAR

4-ABOVE 30%

1-2YEAR 20%

1-2YEAR 2-3YEAR 4-ABOVE

2-3YE AR 40 %

GRAPH-2 INTERPRETATION: From the above interpretation it is clear that 10% users have less than 1 year old buying history. 20% users are buying it from 1-2 year , 40% users are buying it from h 2-3 years whereas 30%users are buying it from more than 8 years .

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3) Which home appliances do you think is best & why? TABLE-3 Bajaj Philips Inalsa Usha Maharaja GRAPHICAL REPRESENTATION:
Best Home Appliances
Usha 10% inalsa 20% philips 40% m aharaja 0%
Bajaj

30% 40% 20% 10% Nil

Bajaj 30%

philips inalsa Usha maharaja

GRAPH-3 INTERPRETATION : 40% companies said Philips home appliances are best, 30% prefer Bajaj ,20% prefer inalsa whereas l0% said maharaja is best.

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4) What are the strengths of Bajaj home appliances? TABLE-4 Strengths Quality Look Price No. of Respondents 45 30 15 GRAPHICAL REPRESENTATION:
Strengths of Bajaj Home Appliances
s t n 50 e d 40 n o 30 p s 20 e R 10 f o 0 . o N 45 30 15
Series1

Quality

Look Strengths

Price

INTERPRETATION: 45 companies said quality is the Bajaj strength, 30 companies said look is its strength whereas 15 said price as its strength.

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5)

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

Marketing prospect of Bajaj appliances Good Average Bad

Home

Percentage 60% 30% 10%

GRAPHICAL REPRESENTATION
Marketing prospect of Bajaj Home appliances
Bad 10%
Good

Average 30%

Good 60%

Average Bad

INTERPRETATION 60% of companies said good about marketing prospect of Bajaj home appliances, 30% said it as average whereas 10% said it as bad.

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6)

Are you satisfied with the margin you got by purchasing Bajaj home appliances? TABLE-6 Yes No GRAPHICAL REPRESENTATION Satisfaction Level
No 30% Yes No Yes 70%

70% 30%

INTERPRETATION 70% of the companies are satisfied by the margin whereas 30% companies are not satisfied by the margin. They want more margin on Bajaj home appliances.

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7)

How much percentage of companies prefer following a gifting brands? TABLE 8 Brands Philips Bajaj Usha Inalsa Maharaja Percentage of customer 30% 25% 25% 10% 10% GRAPHICAL REPRESENTATION
Demand
inalsa maharaja 10% 10% Philips 30%
Philips Bajaj Usha inalsa

Usha 25%

Bajaj 25%

maharaja

INTERPRETATION The above table shows that 30% of companies want to purchase Philips .25% of companies want to purchase bajaj, 25% of companies want to purchase Usha & 10% of customers want to purchase maharaja&inalsa

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8)

What are the reasons for switching companies from Bajaj electricals to other electrical companies? TABLE

Reasons Large delay in servicing Lack of marketing strategies

No. of respondents 55 25

GRAPHICAL REPRESENTATION
Reasons for switching
s t n e 60 d 50 n o 40 p 30 s 20 e 10 r f 0 o . o N 55 25
Series1

Large delay in servicing

Lack of marketing strategies

Reas ons

INTERPRETATION From the above table we conclude that major reasons for switching buyers to other brand are large delay in servicing & lack of market strategies.

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9)

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

Rank 1 Rank 2 Rank 3 GRAPHICAL REPRESENTATION

Ran k of Bajaj Electricals
s t n 50 e 40 d n 30 o p 20 s e 10 r f 0 o . o N 45 20 25

20 45 25

Series1

Rank 1

Rank 2 Rank

Rank 3

INTERPRETATION The above table shows that 45 respondents ranked Bajaj as second, 20 respondents ranked Bajaj as first whereas 25 respondents ranked Bajaj as third.

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

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Yes No Total

80 10 90

Ho: There is no significant difference b/t the preference when they offer free gift or not. H1: Free gift have significantly more impact on preference of product then without gift p=0.88 standard error =0.048 Z=(p-)/standard error =7.92

tested at 10% significance level Z= 1.29 As value of Z fall in the rejection region, so we will accept H1 this shows that the impact of free gift is more on the preference of product

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11.You prefer home appliances products in __________ packaging. non Favour favour total Small 58 32 90 Large 32 58 90 Total 90 90 180

Ho: There is no significant impact of packaging on preference of gifting product. H1: Small packaging has significantly more impact on preference of gifting product then large. Eij=(row*col)/N x2=(fo-fe)2/fe=7.9055 tabulated value of X21..10=2.70 So, this falls in rejection region and therefore we accept H1 therefore small packaging has significantly more impact on preferences of gifting product

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12. How much preference do you give to that co. who offers eco-friendly packagings (like paper packs instead of poly packs)? Definitely will buy Will buy Undecided Will not buy Definitely will not buy Total

58 32

90

Ho: there is no significant difference in preference given to co. which offer Eco-Friendly packaging (=3) H1:there is significant difference in preference given to co. which offer Eco-Friendly packagings (<3) X=2.0222 =3 standard error=0.0721 Z=(x-)/standard error =8.32

tested at 10% significance level Z= 1.29

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As value of Z fall in the rejection region, so we will accept H1 hence we conclude that organization prefer to buy products from co. which offer Eco-Friendly packaging. 13.How satisfied are you with the packaging offered by the Bajaj electrical ltd.? Very satisfied Somewhat satisfied Somewhat dissatisfied Dissatisfied Total 16 58 16 90

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

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SWOT ANALYSIS Strengths: Brand image Product quality

Product awareness in the market. Dealers distributed widely across the country. Good will in the market. Older player in the market. Weakness: Lack of market strategies. Lack of advertisement.

Delay in servicing facility. Lesser promotion effort. Opportunities: Take advantage of brand image of Bajaj electrical limited" Ability to convince the companies through market representation. Joint venture would increase database& product range. Increase their presence at dealer point.

To use market leader strategies. Threats: Presence of other competitors with good capture of market eg Philips, Usha, inalsa.

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Loyalty of consumers to other brands.

CHAPTER 5 CONCLUSION & SUGGESTION

54

CONCLUSION

From the analysis following inferences can be drawn: Some of the companies mainly prefer to purchase Bajaj electrical items than to others because they have been users of Bajaj company for the last 5-6 years. Secondly because of background reputation of the company.

Dealers are at the View, that the company needs to have some incentive schemes to promote more sales because philips and Usha are giving tough competition to Bajaj Electrical Limited.

Most of the companies were the opinion that the company should adopt better methods for promoting their brand due to the entrance of the company's brand.

More promotional efforts are needed on the part of the company in media advertising so that each and every person comes to know about the Bajaj electrical items.

Most of the buyers give their preference to quality and service of home appliances. Therefore company should take proper steps for improving the service facility for Bajaj home appliances.

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The purchase decision of the companies is mostly influenced by dealers due to their hold on the product and experience in dealing with that product. So it is very necessary to have very good relationship with dealers & to give them benefits as far as possible.

buyers of Bajaj electrical products prefer the overall look as compare to other electricals. So the company should try to maintain it always.

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RECOMMENDATIONS

I would like to recommend some points to the company. This is on the basis of the survey and analysis of the study conducted in okhla industrial area, New Delhi. 1) The company should keep up its good work and should provide good sere-ice for its product at proper time, so that that the major dissatisfaction among the dealers and buyers is not created.

2) The company should give much emphasis on incentive schemes and more margin of profit so that dealers are able to make more sales and have more profit for the company.

3) Since the purchase decision of the buyers

is mostly influenced by the dealers

therefore the dealer should be fully equipped with the best of information and some gifts at certain purchases.

4) The company should work on positioning i.e. act of designing the company's offering and image to occupy a distinctive place in the mind of the target market.

5) Company should use differentiation tools: In product differentiation it should focus on-

Form Features

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Performance Durability Reliability Repairability Design

In service differentiation it should focus on Ordering ease Delivery Installation Customer consulting

Maintenance & repair Miscellaneous

In personnel differentiation it should focus on Competence Competence

Courtesy Credibility Reliability Responsiveness Communication

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In channel differentiation it should focus on Coverage Expertise Performance

In image differentiation it should focus on Symbols Symbols Colors Slogans Special attributes

6) Company should also focus on events and sponsorships.

7) As Philips and Usha are market leaders whereas Bajaj is market challenger in home appliances it should use market challenger strategies which are given below Frontal attack:

In pure frontal attack, the attacker matches its opponent's product, advertising. price & distribution. The principal of force says that the side with greater manpower will win. Flank attack:

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The major principal of offensive warfare is concentration of strength against weakness. Encirclement attack:

The encirclement maneuver is an attempt to capture a wide area of the enemy's territory. Bypass attack:

The most indirect assault strategy is bypass. It means bypassing the enemy and attacking easier markets to broaden one's resource base. Guerrilla warfare:

It consists of waging small intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds.

8) Wall paintings, pamphlets_ distribution procedure in the public can also help in the promotion of Bajaj home appliances.

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BIBLIOGRAPHY Two or three constitutes a success

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BIBLIOGRAPHY

WEBSITES www.bajajelectrical.com www.google.com

MAGAZINES BOOKS Marketing Management by Philip Kotler Business in India

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QUESTIONNAIRE

NAME OF DEALER : ADDRESS : NAME OF SHOP: Which home appliances do you use as a gift items? Bajaj Usha Philips Maharaja Inalsa [ [ ] [ [ [ ] ] ] ]

Which home appliances do you think is best & why? 1)Bajaj 2) usha 3)Philips 4)maharaja 5)inalsa

What are the strength of Bajaj home appliances ?

What is the marketing prospect of Bajaj home appliances ? Good Average Bad [ ] [ [ ] ] Bajaj home

Are you satisfied with the margin you are get by buying appliances? Yes [ ] No [

For which brand of home appliances the demand is high?

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Bajaj Usha inalsa philips maharaja [

[ ] [ [ [

] ] ]

How much percentage of companies prefer following brands home appliances ? Bajaj Usha inalsa philips maharaja [ [ ] [ [ [ ] ] ] from Bajaj electrical to other ]

What are the reasons for switching users electricals? 1)Large delay in servicing 2)Lack of marketing strategies

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

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ANNEXURE 2. Respondents list: Sr. no. Company Name 1 Dainik jagaran 2 Hero electronics 3 Mankind (unwanted-72) 4 Happy Sound Industries Jacob engineering 5 India(p)Ltd 6 Bharti airtel limited 7 Ahuja Radios 8 TNT india Ltd. 9 Radio mirchi Address 50,okhla ind.area,phase-3 51,okhla industrial area,phase-3 236,okhla ind.area phase-3 247,okhla ind.area phase -3 242,okhla ind. area 224,okhla ind.area phase-3 215,okhla ind.area phase-3 32,okhla ind.area phase-3 201,okhla ind area.phase-3 New Delhi New Delhi New Delhi New Delhi New Delhi New Delhi New Delhi New Delhi Region/Sector New Delhi Contact no. 91-11-3020300 91-11-41820050 91-1146541264 91-11-6919026 91-11-26846500 91-1141612222 91-11-26831549 91-11-41004242 91-11-41798341

Sr. no. Company Name 10 Titan industries Ltd 11 Agl technologies Ltd Address 202,okhla ind.area,phase-3 B-25/2,okhla ind Region/Sector New Delhi New Delhi Contact no. 91-11-66628680 91-11-26388822

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area,phase-2 s-31,okhla ind.area 12 Asian Handicrafts KL khanna and 13 industries. Arihant industries (cold 14 storage) 15 Bothra industries Golden Industries Pvt. 16 Ltd L Matchless Industries Of 17 India I Kirpal Manufacturing Industries 18 phase-2 c-68/3,okhla ind.area phase -2 c-53,okhla ind. Area phase-1 x-53, okhla ind area phase-2 E-45/4, Okhla Industrial Area, Phase-II, 216, Okhla Industrial Estate Phase-Iii B-115, Okhla Industrial Area Phase-I New Delhi 0 011 26813240 New Delhi New Delhi 0 011 41602316 011 26830070 New Delhi New Delhi New Delhi New Delhi 91-11-26389028 91-11-26386183 91-11-26811715 0 09810044496

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Sr. no. Company Name poly glass fibre industries pvt ltd 19 20 Dipin Creations India 21 Divesh Enterprises Address 265, okhla industrial estate phase III S-44, Phase-II, Indl. Area, Okhla B-160, DDA Shed, Indl. Area, Phase-I X-34, IIndl. Area, New Delhi New Delhi New Delhi New Delhi New Delhi New Delhi New Delhi New delhi Region/Sector New Delhi 0 011 26913025 011-26385625 91-11-26238346 91-11- 41612717 O11-26817563 011-2638924042 011-41614556 011-26815307 011-26811640 Contact no.

22 Divya Jewellers Pvt. Ltd. Phase-II, Okhla D-87/1, Indl. Area, 23 EFY Pvt. Ltd. 24 Fabric Aid India 25 Hemtech India 26 Grindlays Engineera 27 Doaba Alloys Pet. Ltd Phase-I, Okhla D-5/6, Indl. Area, PhII, Okhla C-56/2, Phase-II, Indl. Area, Okhla B-71, Okhla Indl. Area, Ph-I, D-12, Indl. Area, Phase-I, Okhla

Sr. no. Company Name J.V. Enterprises 2 28 D-28/5, Indl. Area, 29 I.T. Solutions 67 Phase-I, Okhla New Delhi 011- 41609511 Address D-167, Phase-III, Okhla Region/Sector New Delhi 011 65603289 Contact no.

B-177, Indl. Area, 30 Icon Powders Inc 31 Hero Exports Eagle Information 32 Systems Pet. Ltd. Dolphin Printers 33 Phase-I, Okhla 50, Indl. Estate, Phase-III, Okhla A-1, Phase-II, Indl. Area, Okhla, C-34, DDA Complex, Phase-I, Okhla New Delhi 011- 26817063 New Delhi New Delhi New Delhi 91-11- 26814350 91-11- 41820000 011-41616028

D-90, Okhla Industrial Area Phase-I, 34 Kei Industries Limited Sharda Motor Industries 35 Ltd 36 HM Industries Sr. no. Company Name Elemech Pneumatic Industries Pvt Ltd 37 Address 103,Okhla Industrial Area,Phase-II, T-13, Okhla Industrial Area 38 Sumdit Industries 39 Console Industries 40 Satwant Industries Rita Industries Private 45 Limited 68 Phase-Ii, 61, Okhla Phase 1 C-32,Okhla Industrial Area,Phase-I D - 51, Phase-1,okhla ind area New Delhi New Delhi New Delhi New Delhi 011 32108659 011 65687185 011 26816599 011-26810333 Region/Sector New Delhi 011 26388009 Contact no. New Delhi D-188, Phase-I, Okhla Indl New Delhi A-18,Okhla Industrial Area,Phase-II New delhi 011 26815592 011 26387811 011 26810242

46 AK Precision Industries A

C-36, Okhla Phase 1, Okhla Industrial Area, B-115, Okhla Industrial Area Phase-1

New Delhi

0 011 26372839

Kirpal Manufacturing. 47 Industries I

New Delhi

- 011 26813240

Sr. no. Company Name Address C-106, Okhla Industrial Area 4 R 48 Reva Auto Industries Phase-Ii F-248,Okhla Industrial Area 49 RK Precision Industries R 50 Elofic Industries Ltd Phase-Iii New Delhi A-14,Okhla Industrial Area,Phase-II, 138,Okhla Industrial Area Phase-I, 51 Kuldip Industries K Bhardwaj Packaging 52 Industries I A-5,Okhla Industrial Area Phase-I, New Delhi 01126225978 New Delhi 01126819035 New Delhi 0 011 26088038 0 011 26388020 New Delhi 011 26319578 Region/Sector Contact no.

69

171,Okhla Industrial Area Phase-I, 53 Ashwani Industries Adman Technologies 54 Pvt. Ltd. Photon Lighting I Industries 55 56 Fair Deal Industries Sr. no. Company Name Address 31, Okhla Industrial Estate Phase-Iii, 5 R 57 Rangersons Industries A-127, Okhla Gogai Chemicals 58 Industries Pvt Ltd I 59 Next Gen Publishing Ltd Industrial Area PhaseIi 24, 30 Okhla Phase 3, 133, Okhla Industrial Estate Phase-Iii, 60 Game Land Industries G Badli Industrial 61 Kapish Industries K Estate, 57, Phase-11 , F-26/3, Okhla Industrial Area PhaseIi, 62 Alaska Tyres Pvt Ltd A New Delhi 011 26811523 New Delhi 0 011 27859559 New Delhi 01126916541 2 New Delhi New Delhi 0 011 26386007 09899591218 Region/Sector New Delhi 01126929344 Contact no. A53, 1st Floor Okhla Phase 2, New Delhi C-86,Okhla Industrial Area Phase-I, , New Delhi ID-56, Okhla Phase-I New delhi 011 30939940 0 011 26818958 011-40550996 New Delhi 011 26811523

70

65 Maksson Electrical Ind.

38,Okhla Phase-Ii

New delhi

0 011 26383123

Sr. no. Company Name Monarch Surgical 6 I 66 Industries 6 67 P Paintwell Industries Address 62,Okhla Industrial Area Phase-II 9,Okhla Industrial Area Phase-II C-59/2, Okhla Industrial Area PhaseIi, 68 Neelam Industries N New Delhi - 011 26383794 0 New Delhi 0 011 26385930 Region/Sector New Delhi 011 23689237 Contact no.

A-269 Okhla Industral Area, Phase-I, 69 Khanna Industries K New Delhi - 011 25071426 0

B-32,Okhla Industrial Area Phase-II, 70 Pragti Industries P New Delhi - 011 26388488

49,Okhla Industrial 71 Ashish Glass Industries A Area Phase-II, New Delhi 0 011 26385887

71

Maruti Packging 74 Industries

A-105-106,Okhla Industrial Area PhaseII New Delhi D-3/5, Okhla Industrial Area PhaseIi,

75 Popular Steel Industries Sr. no. Company Name Address Z-20, Okhla Industrial Area Phase-Ii, 76 Star Cables Industries E-203, Flatted Factory Complex, Okhla Phase-III, 77 Kay Aar Industries D-3/5, Okhla Industrial Area Phase-Ii,

New Delhi

- 011 26389104

Region/Sector New Delhi

Contact no.

09810459494

- 011 26839908 New Delhi

Popular Steel Industries 78

New Delhi B-77, Okhla Industrial Area Phase-Ii,

- 011 26389104

79 Duke Electric Industries

New Delhi

09810003436

A 135, Okhla Pioneer Plastics Industrie Industrial Area, Phase 2, 80 Private Limited New Delhi 267, Okhla Industrial Estate Phase-Iii, 81 Argent Industries 82 Dilite Hi-Tech Furniture New Delhi New Delhi

09310390449

- 011 26315307

B-223, Okhla

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Industrial Area Phase-I, Industries Pvt Ltd B-117,Okhla Industrial Area Phase-I, New Delhi 011 26811527

Ess Ess Industries (Corrgtd Boxes) 83

Sr. no. Company Name Address D-119, Okhla Industrial Area Phase-I, Region/Sector Contact no.

Dhruvco Carton 84 Industries

New Delhi

B-178, Okhla Industrial Area Phase-I, 85 BJW Industries A-127, Okhla Gogai Chemicals Industries Pvt Ltd. 86 Concord Electrical 87 Industries Industrial Area Phase-Ii, 46,47Okhla Industrial Area Phase-II, A-53, Okhla Industrial Area 88 Saini Rubber Industries 73 Phase-2 New Delhi - 011 32970478 New Delhi New Delhi - 011 26386007 011 26384743 New Delhi 09911239221

F-26/3, Okhla Industrial Area 89 Alaska Tyres Pvt Ltd Cannon Industries Pvt LtdWrite a review 90 Phase-Ii, D-15/2, Okhla Industrial Area Phase-I New Delhi - 011 26810163 New Delhi

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