Presented By: Mimoh Tyagi Enrol. No.

A30101912014

Main Highlights
This project was carried out at Distributor of L&T Electricals Pvt. Ltd, Gurgaon

The duration of the project was two months from 3rd June 2013 to 3rd August 2013.

My project work was to find out sales potential & market positioning of L&T Electricals Pv.t Ltd. Products.

To find new business opportunities and creating a database which will be a valuable source of information for sales department to act upon to increase L & T Electrics market share.

This project aims at identifying the new areas of the real estate development and then finding the sales potential for the electrical distribution products for these new construction projects in and around the Gurgaon.

OBJECTIVES

Primary
To measure out the market potential. Market positioning of L&T Electricals Pvt. Ltd. India .

Secondary
To find out new business opportunities. To find the obstacles and compare existing system used by the companies

RESEARCH DESIGN
Sample Space
Sampling technique

Delhi & NCR Market. Mainly Gurgaon Area

Random Sampling

Sampling Size
Data Collection

150 projects Residential & commercial

Primary-Collected through survey by interviews and questionnaires. Secondary-Collected from internet, magazines, etc.

Industry Overview
Presently, the domestic electrical equipment industry size exceeds ` 1.20 lakh crore (US$ 25 billion) with the share of generation equipment (boilers, turbines, generators - BTG) being about one-fourth and that of T&D being three-fourth of the total.
The domestic EE industry contributed 1.4% to the nations GDP in 2011-12 and 10.0% to the manufacturing GDP.

The industry provides direct employment to about 0.5 million persons and indirectly to about 1 million persons.

The entire value chain would account for a total employment of over 5 million persons.

Future Needs
The domestic industry is now by and large geared up to meet the current and future demand of the power and other sectors of the economy. The industrys share of exports is about 1.5% of the countrys total exports, whereas its share of imports is about 3.2% of the total imports

The government plans to increase power generation capacity from 200 GW in 2012 to about 400 GW by 2022 with commensurate T&D capacity enhancement,
Indian EE manufacturers have to meet demand of such huge capacity addition, but also that of metros, airports, railways, other infrastructure projects and increase in domestic consumer demand too. Per capita electricity consumption in India in 2011-12 was 879 kilowatt hour (kWh), less than one-fourth the global average.

Company Over view

Founded: in 1938 Today: Asias leading Engineering and Construction Company Export growth: Over 60% Int. Partners: 153 strategic relationships & 12 Joint Ventures with global leaders

Profits : 17.88 billion - fourth quarter of the financial year 2012-2013.

Resources: 34 000 people in 130 offices around the globe Head Quarters: Mumbai, India Businesses: Construction Services Engineering & Construction Projects Heavy Engineering Electrical & Electronics

World Operations

Products
Power Gear Control Gear Meters & Energy Management systems Building Electricals - Final Distribution Products

SWOT
S T R E N G T H S
Has strong mainframe capabilities. A broad portfolio of infrastructure related offerings.

Is capable in performing infrastructure management work that is commonly bundled with application management like production systems support, database management, and server monitoring.
Has 5 offshore infrastructure delivery centers located in Baroda, Bangalore, Mysore, Chennai, and Powai.

SWOT
W E A K N E S S

Weak presence in Global delivery management. Weak help desk threatens to invite new clients.

SWOT
O P P O R T U N I T Y

Telecom infrastructure management.

Mainframe management capabilities will give opportunity to L&T-to go for large infrastructure deals and hosting biz.

SWOT
T H R E A T S

Paucity of certified staff to support and disaster recovery offerings may become threat in long term for its expansion program in Europe to support mission-critical work

DATA ANALYSIS
Type of project Residential Commercial No. of projects 115 20

Township
Total projects surveyed

15
150

Total Projects Surveyed

Percentage Market Share

Company Name L & T Electric Siemens L&T Legrand Others Percentage Market Share 18% 22% 15% 20% 25%

Total Market Potential -Residential Projects

PROJECT NAME

Total T/R number KVA of flats Capa city

MV Compone nts Value Circuit Breakers

LV Circuit Breakers /LV Compon ents Value

LV CB Switch Final Socket Distributi s ons MCB/RC CB/DBs

Total Market Potential

THE TOTAL SALES POTENTIAL FOR THE ELECTRICAL DISTRIBUTION PRODUCTS IN THE RESIDENTIAL BUILDINGS IS 5,298 LACS MEANS APPROXIMATELY 53 CRORES.

Total Market Potential - Commercial Projects

Project Name

MV Total Compo Built up nents area in Value lacs Sq. Circuit Breake Ft. rs

LV Circuit T/R Breake KVA rs / LV Capacit Compo y nents Value

Busduc t / Busrise r Value

LV CB Energ Final LV y Distrib CBs at Switch Meter utions Floor Sockets s MCB/R Level CCB/D Value Bs

612

924

769

180

522

769 Total in (lacs)

956

4,734

Total Market Potential

The total sales potential for the electrical distribution products in the commercial products is 4,734 lacs means approximately 47 crores

Total Market Potential - Township Projects

PROJECT NAME

Total number of flats

T/R KVA Capacit y

MV Compone nts Value Circuit Breakers

LV Circuit Breakers / LV Compone nts Value

LV CB Switch Final Sockets Distributio ns MCB/RCC B/DBs

380.385 Total

765

845.3

5071.8 7,062

Total Market Potential

So the total sales market potential for the electrical distribution products in the township projects is 7,062 lacs means approximately 71 crores

At a glance..
TYPE OF THE PROJECT NO. OF PROJECTS SURVEYED Residential Commercial Township Total 115 20 15 150 53 47 71 171 MARKET POTENTIAL ( IN CRORES )

Market Potential in %

Completion Stage of Projects

Present
status the project Just started Half Complete d About to 21 complete 4 2 28 58 8 3 69 36 8 10 54

Reside Comme
of ntial rcial

Town Total
ship

FINDINGS
1.There are some high potential areas around the Gurgaon where most of the new construction projects are going on.
Area Dharuhera Sector Gurgaon Sector Gurgaon Sector 70 A Sector 85 Sector 108 Sector 58 Sector 112 Sector 80 Sector Faridabad Sector 108 Sector 70 Total Residential Projects 17 78 12 60 09 08 14 07 08 07 06 48 10 10 07 115 Commercial Projects 1 1 1 3 8 2 4 20 Township Projects 1 2 4 3 1 1 2 1 15

FINDINGS
2.Most of the electrical distribution product manufactures are providing the builders, electrical consultants, electrical contractors with their promotional materials. 3.In most of the cases the decision regarding the procurement of the electrical distribution products is taken by the Builders in consultation with Electrical Consultants and Electrical Contractors. 4. Most of the construction projects in the city are under taken by very few reputed electrical consultants and contractors for the designing and execution of the electrical distribution system. 5. This projects has provided with the data of the different ongoing and upcoming construction projects in different new areas of the city so there is need to workout on this data to improve the sales.

SUGGESTIONS
This project have provided the details of the potential growing areas with the number of ongoing and upcoming construction projects in Gurgaon. Sales efforts should be directed to tap these potential areas. Most of construction projects in the city are under taken by very few reputed electrical consultants and contractors for the designing and execution of the electrical distribution system. These people play very important role in the selection of the electrical distribution products to be used for the projects undertaken by them. L & T should direct the sales efforts towards these people to improve the sales. This project has provided the details of such prominent electrical consultants and contractors in Gurgaon .

SUGGESTIONS
In Delhi & NCR there are often exhibitions on the real estate. Apart from the builders featuring their new projects, most the building material suppliers takes part in such exhibitions. In such exhibitions L & T through its distributors should actively take part as a buildings material supplier featuring their different products to meet the requirements of the various construction projects. In most of the reputed construction companies the procurement of the electrical distribution products is looked after by an Electrical Purchase Manager so should approach these people with the presentations, corporate brochures explaining the L & T products.

SUGGESTIONS
Most of the construction companies looks for the sole supplier for their electrical needs. L&T Electricals Pvt. Ltd. Being the supplier for the electrical distribution products should approach these construction companies to secure the order for all their electrical distribution product requirements. Presently L&T Electricals Pv.t Ltd.is concentrating on existing customers. L & T should approach the electrical consultants and contractors, Builders other than their existing customers. By doing so L & T will improve a lot on their sales.

SUGGESTIONS
All the construction projects can be categorized as per their present status as follow:
Just started Half completed About to complete

The significance of approaching the projects which has been just started is to secure the future orders. The significance of approaching the projects which are half completed is to achieve immediate sales as these projects urgently requires the final and medium voltage electrical distribution projects. In case of the projects which are about to complete, the significance of approaching them is to secure the order for the medium voltage though they have purchased the final electrical distribution products from some other company.

THANK YOU