A PROJECT REPORT ON

BRAND POSITIONING OF BAJAJ MIXER GRINDER IN KOLKATA MARKET

Conducted towards the partial fulfillment & requirement For the Award of the Degree of
Master Of Business Administration.

UND ER GUI D ANCE OF: Corporate guide: MR.PRABH URAM T RI PAT H Y mR. b.n.dash. asst professor manager-CUST OMER CARE Marketing (FACUL T Y) (Bajaj electricalS ltd.)

Submitted bY: Mr. NAYAN Chandra Reg. no.: 0906247066, batch: 2009-11

Regional College of Autonomous, Bhubaneswar.

Management

Declaration

I, Nayan Chandra, hereby declare that, the project entitled Brand Positioning of Bajaj Mixer Grinder in Kolkata market is submitted by me to Bajaj Electricals Ltd., based on a research study conducted and presented towards the partial fulfillment for the Award of the degree Master of Business Administration. The report is based on my own work experience during the one and half months with the organization.

Place: Date: signature

ACKNOWLEDGEMENT

As I am giving finishing touch to the present piece of work and look back to catalogue my feeling toward all those who have help me in this endeavor, I first begin the acknowledgment with a prayer to God as we must all say almighty be praised for he saw us through every crucial task. I am expressing my deep gratitude to Bajaj Electricals Ltd for giving an opportunity to do a project on Brand positioning of Mixer Grinder in Kolkata market and study under them.... I would like to thanks Mr. B. N. Dash (Manager customer-care, Bajaj Electricals Ltd. in Kolkata) for assisting & guiding me throughout the training programme. I am also extremely grateful to my project guide Mr. Prabhuram Tripathy (Faculty Marketing, RCM) for assisting and guiding me throughout the project. I am very grateful to RCM for providing me the opportunity of taking up such a practical project which gave me a firsthand useful experience. Last but not the least; I also like to thanks all the respondents & friends and dealers/distributors, customers for giving me their precious time, relevant information and experience, without which the project would have been a different story.

Nayan Chandra

Corporate Guide Certificate

This is to certify that the work entitled A study on Brand Positioning of Bajaj Mixer Grinder in Kolkata market on Bajaj Appliance product. This is the piece of team project done by NAYAN CHANDRA, Reg. No -0906247066, student of MBA (first year) under the guidance and supervision for partial fulfillment of MBA curricular of Regional College of Management Autonomous, Bhubaneswar. To the best of my knowledge and belief the term project report: 1. Embodies the work of 2. Has been duly completed. 3. Is up to the standard both in respect to the content and language for being referred to the examiner.

Mr. B.N.DASH (MANAGER-CUSTOMER CARE) BAJAJ ELECTRICALS LTD.

ABSTRACT
As the title of the project suggests, this project is all about the study of the Brand Positioning of Bajaj Mixer Grinder in Kolkata market. Due to increase in the population and their demand as well as better quality product market size is also increasing. The changing technological advancement and changing preference of the consumer satisfaction there is cut throat competition in market. As per the increase the per capita income of the city its lead the betterment of the living standard of the people, it provided ample opportunity for Home Appliance Business to increase their market penetration. Since every company wants to enjoy the major market share so it becomes indispensible for all the existing companies to make strategic and tactical moves frequently. The major competitors for Bajaj Mixer Grinder are KENSTAR, PHILIPS, VIJAY, MAHARAJA, JAIPAN, PRESTIGE etc. As this project is all about the detail study of Home Appliance product in Kolkata market, a lot of survey throughout Kolkata market is conducted, by which all the primary information about the products were collected. In this process several wholesaler, retailer and the customers were surveyed. All the required secondary informations gathered from the company as well as from the internet, books & journals. In order to find out the Brand & their price preferences, service level they want from a company, a questionnaire has been prepared. The questionnaire for the existing dealers and customer will help to interpret the satisfaction level of the brand they currently have or using. At last questionnaire and by different suitable charts the conclusion about the effective brand positioning of Bajaj Mixer through sales-service.

CONTENTS: S.NO CHAPTERS Declaration Acknowledgement Certificates

Abstract 1 2 3 4 5 6 7 8 9 10 INTRODUCTION RESEARCH OBJECTIVE LITERATURE REVIEW 4.1 COMPANY PROFILE 4.3 PRODUCT PROFILE RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS AND SUGGESTIONS CONCLUSION BIBLIOGRAPHY QUESTIONNAIRE

P.NO

CHAPTER:NO:1

INTRODUCTION

INTRODUCTION:
In todays fast running world, ceiling fans become the basic need of human beings life. One cant even think to lead a life without the use of them. These products make their live a little better, everyday. Ceiling fans are that without which a modern home is considered incomplete, especially in urban areas. We have become so used to some of these fans that it seems difficult to live without them. Indeed, they made our life more comfortable and easier than ever. In metro cities and big towns, such electronic fans are regarded as a boon, as in most of the domestic chores. INDUSTRY OVERVIEW: In a hot country like india, fans are a relief. Over the years it has come from being and held banana leaves to remote controlled multicolor designer fans fitted with exotic lights. The technology involved in the product is low. This has led to wide proliferation of the industry by small scale manufacturers. The competition from small scal manufacturers is fierce and a continual worrying factor for the organized sector. Added to this is the necessary trends in the industry whose fortunes lie a lot with the level of housing construction in the country. Some major

companies like CROMPTON GREAVES & RALLIFAN no longer generate the interest they did a few years agoin their product structure. Fans are one of the largest domestic appliances industries in India. Over the years a number of players have entered the fan industry and stayed. The notable entrants in the past few decades are BAJAJ(60s), USHA(70s), KHAITAN & POLAR(80s). However 50% of the market is still unorganized. Such a characteristic has made the industry quite unique and an interesting area of study. INTERESTING FEATURES OF FAN INDUSTRY: 1. 50% of the fan industry is unorganized. 2. No single market leader. 3. Fakes & Trademark violations are rampant. 4. Second hand market is very big. 5. Very low product differentiation between competing brands. 6. No major international company has entered into this sector even after liberalization. 7. Rural market constitutes major part of sales.

CHAPTER:NO:2 RESEARCH OBJECTIVE

1.To find most important reason of selecting Bajaj Fans. 2.To find out the sales of various types of fans in Bajaj. 3.To know the competitors strategies. 4.To find the ways of increasing the sales of Bajaj Fans.

CHAPTER:NO:3 COMPANY PROFILE

COMPANY PROFILE: Bajaj electrical limited was incorporated as Radio Lamp Works Limited under the Indian Companies Act 1913, as a public company limited by shares, pursuant to a certificate of incorporation dated july 14, 1938. Subsequently the name of Bajaj Electricals Limited was changed to Bajaj Electricals Limited, pursuant to a fresh certificate of incorporation dated October 1, 1960. In 1964, Matchwell Electricals(India) Limited,(matchwell), a manufacturer of electric fans became a subsidiary of Bajaj Electricals Limited and subsequently, with effect from july1,1984, the business and undertaking of Matchwell was amalgamated with Bajaj Electricals Limited. Bajaj Electricals or Bajaj Electricals Limited (BEL) is an Indian-based consumer electrical products manufacturing company. Bajaj Electricals has 70 years of experience in the electrical market and is known for being an innovator and market leader in the Indian consumer electrical manufacturing sectors. Further, the company is a part of the legendary US$ 3 billion Bajaj Group. The parent group of Bajaj Electricals covers areas like steel, sugar, two-wheelers, and three-

wheelers. BEL has aggressive expansion plans and it plans on becoming a Rs. 2001cr company in the next couple of the years. The company is headquartered in Mumbai, India and has 19 branch offices, a chain of 600 distributors, 3000 authorized dealers, over 300,000 retail outlets and over 230 service franchises spread across the country. BEL today has five major strategic business units comprising of home appliances, fans, lighting, luminaries and engineering & projects. We are also in the business of manufacturing, erection and commissioning of Transmission Line Towers, Telecom Towers, Mobile Telecom Towers and Wind Energy Towers. Facts & figure: Company profile: Bajaj Electricals Ltd. Head quarters: Tickers: Exchanges: Industry : Mumbai 5000031 BOM Electrical (Major) diversified Electrical Manufacturing. Sales (2009-2010) Revenue : 2287 Crore

Net Income:

117 Crore

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

PRODUCT PROFILE: Product profile: Bajaj Fans is the third largest player in India. Bajaj Fans offers attractive range of ceiling, table, pedestal, wall mounted, exhaust and fresh air fans. The company has also recently launched air circulators, heavy duty exhaust fans for industrial use, as well as pumps and motors for domestic use. We also have a new range for Kids with Disney characters called Bajaj Disney Fans. These fans have the Mickey and Friends series as well as the Little Mermaid series. The product categories are as follows: 1. Magnifigue ceiling fans: These fans are offered in attractive and beautiful designs and are appreciated for high performance and longer functional life. Also, these fans help in enhancing the interior decor and can be bought in different sizes as per demanded by the customers.

LX 102

Available Colours - Silver, Gold Sweep - 1400 Speed (RPM) - 220

MRP: Rs. 3800.00 Special Offer Price: Rs. 3800.00

LX 103 Available Colours - Glass, Brass Body With Rosewood And Walnut Blades Sweep - 1300 Speed (RPM) - 250 MRP: Rs. 5800.00 Special Offer Price: Rs. 5800.00

2. Ceiling fans:

These fans are procured from Bajaj Fans, which is the third largest player in India and are known for using most advanced technology. Offered in various attractive designs and patterns, these fans can be bought at market leading prices from us. We offer:

Vintage Crown Euro Spectrum Crystal DX Elegance Pearl Bianco Elegance Garnet Elegance Glitter Regal Gold Woody Ultima Energy Smart Max Deco Bahar

Crystal

Available Colours - White / Blue Sweep -1200 Speed (RPM) - 380

Special Offer Price: Rs. 1655.00

3. We offer to our customers a wide range of Disney Fans. This new range for Kids have the Mickey and Friends series as well as the Little Mermaid series. Offered in the attractive characters of mickey mouse and other cartoon, these look very attractive and enhance the interior of kid's room. In this range, we offer the following: Mickey and Donald The Little Mermaid
Mickey and Donald

Mickey and Donald Sweep - 1200 Speed (RPM) - 330

Special Offer Price: Rs. 2990.00

The Little Mermaid

Little Mermaid Sweep - 1200 Speed (RPM) - 330

Special Offer Price: Rs. 2990.00

4. Table fan: Customers can buy from us a wide range of Bajaj Table Fans, which includes Elite, Bahar, Victor, Midea and Ultima. These table fans are offered with hi-speed fan

motor and are offered in plastic body. Further, these fans can be indexed both horizontally and vertically.

Midea BT 05 Price: 1765.00 Special Price: 1765.00

5. Pedestal Fan: The wide range of fans offered by us includes Spectrum, Victor and Midea, which is manufactured using the latest and advanced technology. Our customers can buy these fans at industry leading prices from us.

Victor VP 01 Price: 2150.00 Special Price: 2150.00

6. Wall fans: Customers can buy a wide range of Bajaj Wall Fans, which includes Spectrum, Elite Wall Fans, Victor, Midea and Ultima. Designed in compliance with international quality standards these are widely used in commercial and industrial establishments. Our fans are appreciated for optimum efficiency and longer functional life.
Spectrum Sw 01 Price: 1790.00 Special Price: 1790.00

7. Industrial fans:

Customers can buy from us Bajaja Industrial Fans, which meets all commercial and industrial requirements in humid, hot, corrosive and dusty environments. These fans are made from mild steel and stainless steel sheets and the blades are specially designed to give optimum efficiency. Our range includes:

Supreme Air Circulator Wall Fan Supreme Air Circulator Pedestal Fan Comfort MK II HD Exhaust Fan Supreme HD Exhaust Fan

Comfort MK II HD Exhaust Fan Price: 3657.00 Special Price: 3657.00

8. Fresh air fans:

Maxima DX Price: 1120.00 Special Price: 1120.00

CHAPTER:NO:5 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:
This research study involves understanding the traders and customers satisfaction of Bajaj fans adopted by Bajaj Electricals Ltd. What uniqueness and special features it has got in its product which differentiates it from its competitors. Process Of The Research: I have conducted my project by visiting different dealers, distributors, and also service centre and some customers in Kolkata market to analyze how the traders and customers are satisfied with product of Bajaj Fans. Also what helps to boost up their sales in comparison to their competitors. So entire project was divided into three parts: 01. Conducting market research in the various part of the city in order to get the idea about the effectiveness of Brand Positioning in bringing the customers and dealers satisfaction. 02. Dealers/distributors perception, views or satisfaction level regarding the product they are using.

03. Identification of the factor that are responsible for the dealers or consumers response towards these brand positioning. Like whether offered sales promotion, Brand loyalty, Approaches towards the new product, Explore needs of the consumers TYPE OF STUDY: My study is an Empirical Research. Empirical research is practical or data based research. Whatever I have done relies on the experience and observations. Lastly the conclusions with which I have come up are capable of being verified. DATA SOURCES: I have collected the data from different area in the Kolkata market. Data are collected through both the primary and secondary sources. Primary data are collected from the market by circulating questionnaires to the respondent and the secondary data are collected from web sites and published material as listed in the bibliography. DATA COLLECTION METHODS:

The data has been collected through a personal survey. SAMPLING METHODS: This research is based on the non probability quota sampling methods. Since I have selected my sample dealers or distributors according to channel. So it is Judgment sample rather than random sample. Apart from that I also selected most accessible population members. DATA COLLECTION INSTRUMENT: I have collected data using face to face interview (personal interaction) for the customers views and dealers views and Scheduling methods for analyzing the customers and dealers satisfaction and the effectiveness of the branding after-sales-service. Scheduling methods are those methods in which a schedules containing relevant question are prepare and than enumerators fill the schedules and the basis of the reply given by respondent. My questionnaire consists of both open ended and close ended question. INFERENCES: During process I have found out that personals interaction reveals in depth information as customers

and dealers give the detail information about the market, service, and satisfaction levels. Careful listing to those given important information like their needs, their perception for the brand etc. scheduiling method is a structured and the directive methods of the survey. It can be done at the large scale as compared to the face to face methods. The disadvantage with this method is that it does not reveal in depth information may not be even reliable. Kolkata market is vast area thats why survey was conducted only central Kolkata by using interviews or telephonic calls and questionnaire. Questionnaire is later analyzed to draw the conclusive result. Sample Size: - Sample size was taken Dealers Malls Service Centre consumers Sample Unit: 12 4 6 18

Kolkata Market

Survey Period: - 14-6-2011 to 22-6-2011

SCOPE OF THE STUDY; Bajaj Electricals Ltd (BEL) is the Indian largest Home appliance company that markets more than .brand. The company operates within the country. Provides all the crucial information on BEL Company about brand positioning efforts in Kolkata market. Containing a study of the major internal and external factors affecting after sales-service for company brands. Support sales activities by understanding customers business better Quality prospective suppliers. Keep fully up to date on competitors business structure, strategy and prospects.

LIMITATIONS OF THE STUDY: Numbers of limitation are faced by the research time when the study was conducted.

 Poor media exposure: media penetration, where electronics or non-electronics are very low in the city. Difficulty in interacting with respondents who are professionals and/or employed. Interview timing: as many dealers/distributors were always flooded with customers so it was very difficult to ask them questions and get an answer. The study is conducted only in Kolkata central. The result of the study may not be applicable for the longer period of time as many new competitors are present and many are in queue and also the needs and preference are continuously changing with time. Many respondents were very unfamiliar with the survey so that they were either hesitating or not co-operating with the researcher. Due to big metropolitan city it was difficult to cover a large area of the city. Hence sample size is very small.

CHAPTER:NO:6 DATA ANALYSIS AND INTERPREATION

DATA ANALYSIS AND INTERPRETATION:

Note: sample data presented below are collected from the 23 dealers/distributors of Bajaj Electricals in Kolkata and 32 consumers of Bajaj Fans user from different areas. Based on which the data are analyzed: Consumer satisfaction level Dealers satisfaction Faster moving of Fans Factors expected from Bajaj by dealers

Available of Brands other than Bajaj Fans in Stores of the Kolkata market.

TYPE BRANDS 1 2 3 4 5 Khaitan Havells Crompton Usha Polar

NO.OF STORES 14 8 2 10 6

PERCENTAGE 55 45 25 50 35

60 50 40 30 20 10 0 Khaitan Havells Crompton PERCENTAGE Usha Polar 55 45 25

50 35

INFERENCE: