Usha Interim

A THESIS ON EFFECTIVENESS OF MARKETING STRATAGY OF USHA INTERNATIONAL (FANS)

BY KRISHNA KUMAR TRIPATHI (MARKETING)

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE MBA PROGRAME (2007-2009) INC 1

CONTENTS S.NO.

CONTENTS

PAGE NO.

1.

Acknowledgement

03

2.

introduction

04

3.

Summary of data collected

06

4.

objectives

07

5.

Company profile

08

6.

Mission of the company

09

7.

History of the company

10

8.

Diverse product portfolio

11

9.

Company fan market in India

13

10.

Product line of the company

15

11.

Product depth

16

12.

Research methodology

25

13.

Data collection

25

14.

Data interpretation

26

15.

Marketing strategies of the company

27

16.

Distributers and dealers

28

17.

Competitors

30

18.

Benefits to the company

31

19.

Data collection remaining

32

20.

Bibliography

33

2

Ackn ow le dg eme nt It is a difficult task to expressing gratitude sometimes words often short of reflecting once frilling. It is our proud priveledge, however to do so and we undertake this task with utmost sincerity I m very grateful to our faculty guide Ms Poorva upadhaya for her invaluable guidance, significant suggestions and help in accomplishing the report work. I also express my sincere thanks to the shopkeepers and the employees of the company with whom co-operation this report is able to seems now.

Krishna Kumar Tripathi

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______________________________________________________________________________

Intr od ucti on This report is all about the effectiveness of marketing strategies of Usha fans in Bhopal city. So firstly what is marketing strategy, “it is a broad planning which start with environmental scanning and ends with consumer satisfaction”. It includes everything which is related to make a product successful. These are the steps of developing marketing strategies: 1) Analysis of environment:

Marketing strategy process starts with the deep analysis of environment, due to this company do the PEST of himself. Under this company judge four types of environment. a) Political- firstly company analyze the political environment, like which government is ruling there, what policies have they are, will he permit him to do business or not. b) Environment- how is the environment of that particular area. Will the environment is suitable for their further actions or not, like climatic conditions, availability of resources etc. c) Social- under this company I is going to analyze the social environment of the

area, like- competitors position, there stratagies, what is consumers thinking about that particular product, to find the demand of their product etc. d) Technological- how much the technological advancement in that area would new

technologies adopted or not etc.

2) Defining the Marketing budgets and costs:

After the evaluation of environment company analyze their resources, estimate there budget, income sources and expenses etc. they make this thing clearly that would they 4

capable to start this work or not, because they don’t want to face this problem in future.

3) Understanding consumer buying behavior:

In this stage consumer buying pattern, there likes and dislikes towards that particular product, consumer preferences etc are found.

4) Market segmentation and targeting:

Here company segments the market on the basis of different factors like, gender, income, generation, social class etc. and after that choose some special markets on the basis of their product feature and quality and give their maximum attention on that market. This is also called target market.

5) Product and product lines:

In this competitive ere no any company exit with one or two product, if he want to continuous growth of their product so in regular basis company have to come with something new whether it is increasing product line or increasing product width. Every company regularly added new features in their product and continuously trying to innovate something distinct to his competitors. 6) Pricing policy:

Price policy play a major role in the growth and decline of any product. No one charge the price according to him, because now there is a huge competition in the market, a lot of substitute products are there, so a little incensement in the price can decline there market share, as well as sometimes decreasing of price also make harm to the product reputation. 7) Channels of marketing:

Company promotes their products through various channels. There are two two types of channels used by companies 5

a) Simple channel- in this channel producer directly link to the customers.

b) Complex channels- in this there are several layers of distributers linking the producer to the end of customer. 8) Logistics and wholesaling:

Logistic is the process of getting products and services where they are required and when they are desired. And wholesaling means all business transactions that takes place with intermediaries (expect those transaction that take with the final customer) are called wholesale transactions

9) Promotional tools: The promotional tools are widely used by organizations for their marketing activities. It includes a) Advertising- it is a paid form of non personal presentation of goods or services by an identified sponsor. b) Sales promotion- it is a form of attracting the consumers by offering them various benefits in the form of incentives or by adding value to the products. c) Publicity-it is a non paid form of communicating information about the company or the product both as a news article in newspapers or television or radio. d) Public relations- it is essentially a function of an organization, where it tends to

develop and manages its goodwill in the market. e) Personal selling- it is a form of selling of product or a services directly to the

consumers by explaining or demonstrating the features of the product to him/her. f)

6

Direct marketing- here the organization directly communicates with the customers through mail or telemarketing or marketing through internet.

10)Consumer satisfaction:

Eventually the work of company to make their eye continuously on the satisfaction level of customers. Because one unsatisfied customer create a lot of unsatisfied customer in the market.

Sum mar y of data c oll ec te d till dat e Till date I have collected some important data regarding to company like what is the market share of the company, what is the marketing strategy followed by the company, what is distribution channels of the company. As well as I have collect the feedback of some shopkeepers about the company and there product and on the basis of this I can say that company have a good image in market ,product quality is very good, customer is satisfied but there market share is not good. Usha is having 3rd position in the market.

Ob je ct iv es

The main objectives of this study are: 1) Get aware with the profile of the company as well as the length, width and depth of their products.

2) To know about the practical implementation of marketing strategies studied by us.

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3) To make ourselves familiar with real corporate environment.

4) To know about the marketing strategies followed by the company.

5) To judge the effectiveness of those strategies.

6) The impact of these strategies in the market, consumer and competitors.

Co mpany pro file

8

Usha International Limited. The Group's principal activity is to manufacture and sale of home appliances and automotive components. The products include fans, sewing machines, appliances, power products, auto components, water coolers. The Company export fans, sewing machines, diesel engines, diesel engine parts and other automotive components. The Group operates in four segments, namely, Consumer durables, Engines, pump sets and motors, Auto products and others. USHA international is one of the India’s known consumer durables marketing and distribution companies. It started in 1957 and marketing its products for over 50 years under the brand name USHA company majorly Manufacturing of Electric Fans and Fuel Injection Equipment. Presently USHA have Over 50 million customers. They have a Large distribution network in core categories. It is the First Indian Company to be awarded ISO 9001:2000 for Marketing practices. USHA international is a company under the flagship of Siddhartha Shriram group.

The Sh ri ra m g rou p h isto ry The group was incorporated by Lala Shriram (grandfather of Siddhartha Shriram) in 1889. Over the next 100 years, the group expanded into textiles, chemicals, sugar, automobiles, engines, rayon’s / nylon tyre cord, automotive components, edible oils, heavy chemicals (fertilizers/ chlor caustic), engineering foundries, sewing machines, fans, home appliances and other kind of items. In 1989, the group was split amongst the descendants of Lala Shriram and the businesses that came to Siddhartha Shriram’s group have been mentioned below. The Siddhartha Shriram group Siddhartha Shriram group is one of India’s renowned business groups with interests as diverse as sugar, edible oils and industrial chemicals to fans, appliances and automobile.

Joint v entu res Company has joint ventures with 9

 Hunter Fan Company, USA (Fans)

 Janome Sewing Machine Company, Japan (Sewing Machines)

Ass ociates Company associates with  Honda Siel Power Products Ltd.

 G.D.Midea Environment Appliances Manufacturing Company Ltd., China

 NGK India

 CIXI Three Circle Diesel Engine Company Ltd. (Diesel Engines)

Mission of t he co mpan y Usha International's mission is to pursue excellence in all its spheres of business activity. It believes in providing reasonable returns to its shareholders and adding value to the principal's business operations through effective marketing. Thus making it one of India's leading marketing organizations. This must be achieved by meeting customer requirements, providing them satisfaction thereby building their trust in the company and its products.

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Hist or y of th e co mpany 1934

India's first indigenous sewing machine marketed.

1946

The first Indian Sewing Machine is exported.

1948

Fans are added to the product range.

1950

The first Indian Fan exported.

1966

Dr. Charat Ram appointed as Chairman of the board of UIL.

1968

Diesel Engines are added to the Usha product range.

1975

Usha becomes a Public Ltd. Company.

1979

Fuel Injection Equipment is introduced to the Usha Auto Components range.

1982

Usha Sales is renamed to Usha International.

1984

Launches a range of Home Appliances.

1994

Fourth generation fully automatic Sewing Machines in collaboration with Janome Sewing Machine Company of Japan is added to the product range.

1994

Monoblock pumps followed by a complete range of water lifting equipment are launched.

1996

Introduces a new range of diesel engines for power generation.

2000

Commences marketing of Light Weight Kerosene pump sets powered by Honda engines.

2001

Tie-up with Hunter Fan Company of USA for marketing of premium Usha Hunter ceiling fans.

2005

Purchase of Water Cooler factory from DAIPL.

2007

Appointed as super distributor for 2 and 3 wheeler spark plugs in India by NGK Spark Plug Company Limited, Japan.

2008

Amalgamation of Usha International Limited and Shriram Fuel Injection Industries Limited with The Jay Engineering Works Limited. The new merged entity called Usha International Limited.

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Div er se pro duc t portf oli o UIL is a multi product consumer durable marketing and distribution company with a diverse product portfolio that includes the following six product lines: Electric Fans

Sewing Machines

Home Appliances

Engines, Electrical motors & Pump sets.

Drinking water coolers & dispensers

Generators

Auto components.

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UIL’S dis tr ibut ion ne two rk

Sa l es f or c e Separate sales force for 6 product lines and 3 different channels (traditional, modern retail and government sales) 16 Locational offices across India, with a Location Head to ensure capture of synergies across product lines Strong experienced middle management in charge of sales.

Rea ch a cr o s s Ind i a Dealerships in all urban centers with population greater than 20,000 Penetration in important modern retail outlets (Future Group, Metro, Reliance) Presence in rural India, contributing to ~20% of total sales.

Su p p ly ch a i n n etw o r k 33 warehouses leased and managed in-house SAP enabled across all UIL locations (head office, location offices, and warehouses)

Sa l es m a na g em en t p r a cti ces SBU led sales organization structure, with regional segregation of market Coverage of dealers by trained sales staff

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UIL Fan mar ke t in Ind ia The fan market was a well developed and mature market. Fans were the 4th largest owned consumer durable after watches, bicycles and radio sets. In the year 1993, the electrical fan market was more than Rs 1000 crores. The market was dominated by the top 5 brands- Usha, Orient, Crompton, Polar & Khaitan who controlled 70% of the market. They also enjoyed 95% awareness in the market. However, they were gradually losing market share in a low growth stagnating market Where the rapid growth of the unorganized sector (10% annually) was giving them stiff competition. The organized fan industry had witnessed a decline of 30 per cent in production last year because of competition from small scale units which escaped excise duty. Despite this Usha International had sold more last year and gained market share. The size of the market is Rs. 1,300-1,400 crores in value terms including the small scale sector and Usha's share is half of this. On import threat from China, company pointed out that there was duty protection of 40 per cent. On the other hand in the plastic table and wall fans segment there may be a serious problem as China can make them much cheaper. The company will continue to focus on strategic tie ups only in fans, sewing machines, small appliances, engines and motors, auto components, air-conditioners and exports. It has no intention to get into white goods. At the top end, the company has joined hands with the U.S.-based Hunter Fan Company, biggest ceiling manufacturer in the world. It will exclusively market the Hunter range of fans in India under the joint branding of Usha Hunter. The tie up has enabled Usha to enter and create a high-end premium category in the ceiling fans market. The premium end ceiling fans costing Rs. 5,000 - 10,000 are meant for hotels, guest houses and air-conditioned houses. The consumers can now look forward to super premium ceiling fans with wooden blades with an option of imported Belgian and Italian light fittings to enhance the decor of any room. Around eight models will be introduced in the first year. The company last year had a turnover of Rs. 400 crores and a profit of Rs. 9.8 crores. This year would witness marginal growth in the top line segment.

In an effort to expand its market share in the lower-end, the largest consumer durable marketing company, Usha International is planning to launch low-cost fans christened ‘Zipp’, 14

shortly. The company is preparing a new marketing strategy to enhance the market share in the domestic fan market by creating price points for targeted customers. Without compromising on the quality, the company is planning to offer a range of fans to suite to the needs and paying capacity of the customers. Company has plans to launch 19 fan models between April and May 2003”, besides the company will also launch 10 models in the home appliances segments, he added. The models include: Ceiling fans range-Opera, Optima, Sea Breeze, Sonata Decorative, Ultimate, Zipp, Table fans range-Mist Air EX, Zipp table fan, Pesdestal Fans range-Mist Air ultra, Mist Air Pedestal remote fan, Mist Air EX pedestal fan. The company last year had a turnover of Rs. 400 crores and a profit of Rs. 9.8 crores. This year would witness marginal growth in the top line segment. On the financial front, the company hopes to achieve a turnover of over Rs 500 crore in the current year as against Rs 400 crore turnovers reported in the last year.

Pro du ct line of t he c omp any 15

There are 6 types of fans manufactured by company:

Ceiling Fans

Table Fans

Pedestal Fans

Wa ll Fans

Exhaust Fans

Other Fans

The pr od uct dept h i s as fo ll ows: 16

•

17

Specially built in loniser fan • Gives you a pure, healthy and dust free environment

• • •

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Antique finish Powerful motor for higher air delivery Aerodynamically designed aluminum blades

Remote control operation • Three speed selection along with a 7.5 hour timer • Motor overheat protection and unique oil reservoir lubrication for better reliability and longer life • Specially designed powerful motor for Indian conditions •

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• •

•

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Multipurpose remote control Simulates natural, slumberous and normal wind choices Unique oil reservoir lubrication and motor overheat protection ensure greater reliability and a longer life

Specially designed hand-woven rattan blades • Weatherproof coating on blades for both indoor and outdoor use • Option of an adaptable light kit • 1200 mm sweep

•

21

Hand-crafted wooden blades with a rich, luxuriant finish • Two-tone metallic finish • Light kit that adds elegance to the styling • 1300 mm sweep •

22

Beautifully crafted motor and blade, with and attractive plated body • Stylish, plated light kit with a conveniently placed pull cord • Available in 2 colours-antique brass and silver • 1300 mm sweep •

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A decorative fan with a gold ring on the motor and two tone colour flanges on the blades • Available in brown, white and ivory colours • Available in 600, 900, 1050, & 1400 MM sweeps

•

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Beautifully crafted motor and blade, with an attractive plated body • Stylish, plated light kit with a conveniently placed pull cord • Available in 2 colours-silver and gold • 1300 mm sweep •

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Contemporary design • Whisper quite reversible motor • Antique dark real wicker blades • Beautifully designed under light fittings •

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Cherry hand curved wood banana leaf blades • Precision balanced blades and motor for wobble free operation • Exotically designed under light kit ( optional )

•

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Premium wood finished fan • Extra wide blades for wider air distribution, higher air delivery and higher air velocity • Available in 3 blade and 4 blade options • 1200 MM •

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Retro design fan • Gold coloured clips on the motor and canopy • Automatic motor winding for unmatched performance and reliability •

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Premium wood finished fan • Extra wide blades for wider air distribution, higher air delivery and higher air velocity • Available in 3 blade and 4 blade options • 1200 MM •

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Elegantly designed for children's rooms • Extra wide tip blades for wider air distribution • Available in 3 blade and 4 blade options • 1200 MM •

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Elegantly styled lightweight motor housing for better performance and a contemporary streamlined design • An innovative canopy design with single rivet on blade • Unique hub and blade assembly • Available in Metallic Silver, Metallic Green and Icy White colours • 1200 MM •

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Unique hub-to-hub assembly and elegantly styled lightweight aluminum motor housing for better performance • Innovative canopy design without the clutter of rivets • Special design allows the blades to emerge directly form the motor thereby creating a static element at the centre • Available in Blue with Silver accents, Off White with Silver accents and Cream with Gold accents • 1200 MM •

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Superior motor design ensures high speed even at low voltage • Available in three metalic colours Gold Beige, New Caramel, Millennium Silver • 1200 MM •

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Extra wide blade tips to provide higher peripheral velocity, leading to higher air delivery and air thrust • Available in White, Brown and Ivory colours • 1200 MM

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An elegant fan with two tone flanges and gold ring on the motor and canopies • Available in Brown, White and Ivory colours • 1200 MM •

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Re sea rc h m et ho do lo gy Research methodology means what are methods we are using to make a report. The first work is to collect the data from survey method Generally there are two methods of survey is used1) census survey methodIn this method the survey is conducted over whole population. This method of survey is not commonly used, because the over whole population is very difficult, complicating, expensive and time consuming.. 2) sample survey method-

In this method of research a fix sample size of sample is selected from whole population and collects the data according to them. This report is based on sample survey method and till now I took the sample of 25 shopkeepers of Bhopal.

Data co lle cti on Data collection means collecting the related information, which are needed to completing that work. Generally there are four methods of data collection1) Questionnaire- it is very popular method of data collection. In this method we write a

set of questions in a paper and give to the respondent and he himself or with the help of researcher fills up the required information. 37

2) Personal interview- this is the process in which the investigator personally meet the

respondent and frequently asked related questions. 3) Mail survey- in this method of research researcher send a set of questions through mail and wait for his response. 4) Telephonic interview- here the interviewer gives the call to the respondent and asks the questions through phone. For this report I have used three methods of data collections: 1) Questionnaire- I met some shopkeepers and customers of Usha fans and give them

my questionnaire to fill. 2) Personal interview- I have also taken the personal interview of some of the employees of company. 3) Telephonic interview- there was some person who didn’t have time to meet me. Them I took the telephonic interview of those personals.

Data inte rpr etati ons UIL fans in Bhopal F lo w of f an s f ro m comp any to the fi nal cust ome r

COMPAN

DISTRIBUTOR

DEALER S

SHOP

ELECTRICIA

38

CUSTOME

SALES

ELECTRICIA

Above chart shows that, company have their two distributors in the Bhopal city. And distributer sell product through four mediums. a) Dealers- These are big shopkeepers appointed by company. They purchase goods in

very huge amount and then sell them with the help of shopkeepers and electricians. They also sell goods directly to the customers. b) Shops- After the dealer’s distributor gives goods to small shopkeepers of all over

Bhopal according to their requirement. c) Electricians- These are very good communicator between distributer and customers.

Because electricians are directly in touch with the customer. So they know very well that what customer want and where they want. Distributers maintain good relationship with electricians because electricians gives them product directly to the customers and ignore the mediators thus automatically the profit of distributer will increase. d) Sales team- distributer have some sales teams with them, who are doing direct

marketing like, putting banners and hoardings, canopies, personal selling , continuously be in the contact of existing customers and trying to resolve there problems.

So me m aj or ma rket ing st rate gi es o f c omp any in Bhop al ci ty 39

1) Sales promotions: For the promotion of their product company time to time give some extra incentives, discounts and gifts to the dealers and shopkeepers as well as customers. Sometimes these types of methods used by distributors also. 2) Margin policy: Company try to give more amd more margins to the shopkeepers because when a customer come to in a shop to buy a fan then it is the hand of shopkeepers that what customer buy. Generally 70 % customer said that “show me any good fan”, then it is depend on shopkeeper that which he will promote. Defiantly he will promote that company product who will give him more margins. 3) Quantity discount: Company gives a quantity discount to the distributers, dealers and shopkeepers. Company said that if you purchase this much amount then I will provide you some extra fans, some cash discounts etc.

4) Continuous improvement: Company continuously make some improvements in his product like a new fan which is more power saver, introduce some new colors, change the weight of the fans, change the design of the fans, some decorative features etc. 5) Pricing policy: Company price policy is flexible. Here flexible means not this that company less or increase his product price, but when company see that some less price fans come in the market, then they immediately starts discounts on his price, start providing free gifts like watches. Cameras etc.

Distr ibute rs : Company has two main distributer in Bhopal40

1) Home agent at GTB complex new market Bhopal

2) In old Bhopal

De aler s: Company has 28 dealers in Bhopal city. These are Dealer's Name

Street Address

AVM LAMPS

24, CHETAK COMPLEX, ZONE-11,M. P. MADHYA BHOPAL NAGAR, PH. 0755-255301 PRADESH

BHARAT RADIOS & ELECTRICALS

OPP. GUJARAT LODGE,GHORA NAKKAS, PH. 535282/748782

BHOPAL

MADHYA PRADESH

BHOPAL S.M. CO.

CHINTAMAN CHOURAHA,HAMIDIA ROAD, PH. 543368

BHOPAL

MADHYA PRADESH

CITY POINT

E3/283-A, 10 NO. STOP,BAHUBALI MARKET, ARERA COLONY, PH. 2465788/2776092

BHOPAL

MADHYA PRADESH

DEEP DEPARTMENTAL PLOT NO. 4, T.T. NAGAR,PH. 541754 STORE

BHOPAL

MADHYA PRADESH

ITC LIMITEDINTERNATIONAL BUSINESS

DURGA ESTATE, BAGRANG STREET, NR. L.G NH-8, ASLALI ,PH. 07552763071

BHOPAL

MADHYA PRADESH

JAINAWIN SALES

NR. BHARAT TALKIES,OPP. HOTEL GRAND, HAMIDIA ROAD, PH. 536631

BHOPAL

MADHYA PRADESH

LUCKY ELECTRICALS

GHODA NAKKAS,MANGAL WARA ROAD, PH. 534941

BHOPAL

MADHYA PRADESH

MEHTA AGENCY

18, ITWARA ROAD,PH. 543622

BHOPAL

MADHYA PRADESH

MULTITECH MARKETING

SHOP NO. 2, THE MALL,CHUNA BHATI, PH. 2471104,SHOPPING

BHOPAL

MADHYA PRADESH

OM AGENCIES

G.T.B COMPLEX ,TT NAGAR,

BHOPAL

MADHYA PRADESH

PARAS ELECTRICALS

12, ZONE-, MP NAGAR,

BHOPAL

MADHYA PRADESH

PUSHPA TRADERS

NEAR HANUMAN MANDIR LANE, NEW MARKET BHOPAL,

BHOPAL

MADHYA PRADESH

R.K. DISTRIBUTORS

MAIN ROAD, BAIRAGARH,PH. 521630 BHOPAL

MADHYA PRADESH

RACHNA SALES

21, NARAYAN NAGAR, N.H. 12, OPP.

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City

State

BHOPAL MADHYA

SERVICES

UNIVERSITY GATE, PH. 786150

RAVI TRADERS

11, J.K. BUILDING, HAMIDIA ROAD,

BHOPAL

MADHYA PRADESH

SATYAM ELECTRICALS(ASC)

LUCKY PLAZA, MALVIYA NAGAR,NEW MARKET

BHOPAL

MADHYA PRADESH

BHOPAL

MADHYA PRADESH

SHOP NO. 5, SAGAR KUNJ, OPP SHIVAJI ELECTRICALS PETROL PUMP KOLAM ROAD BHOPAL ,PH. 0755-4206058

PRADESH

SHOP NO. 5, SAGAR KUNJ, OPP. MADHYA SHIVAJI ELECTRICALS PETROLPUMP KOLAM ROAD BHOPAL BHOPAL PRADESH ,PH. 0755-4206058 SHIVAM SALES

SHOP NO. 2 NATIONAL MARKET,GHORA NIKKAS, PH. 94253 77896,OPP. SAHU DHARAMSHALA MANGALWARA ROAD

BHOPAL

MADHYA PRADESH

SHRI RAM ELECTRIC STORES

56, GHORA NIKKAS,PH. 535816/535828 BHOPAL

MADHYA PRADESH

SHUBHAM SALES

7, AMBEDKAR PARISAR,SHIVAJI NAGAR, PH. 242006/762732

BHOPAL

MADHYA PRADESH

SUPER SPARES & ELECTRICALS

4 KHIYALDAS COMPLEX SHOP,PH. 0755-4701101,NEW MARKET

BHOPAL

MADHYA PRADESH

SUPER SPARES & ELECTRICALS

4 KHIYALDAS COMPLEX,PH. 07554701101,NEW MARKET

BHOPAL

MADHYA PRADESH

SUVIDHA METAL FINISHING

84, S. RAI BHAWAN, JAHANGIRABAD,PH. 573950

BHOPAL

MADHYA PRADESH

URJA SALES

17, CHETAK BRIDGE, ZONE1, M.P. NAGAR,PH. 2553161/ 5272862

BHOPAL

MADHYA PRADESH

URJA SALES

17,CHETAK BRIDGE, ZONE1, M.P. NAGAR,PH. 2553161/ 5272862

BHOPAL

MADHYA PRADESH

VIKAS ELECTRONICS

OPP. G.P.O SULTANIA ROAD,PH. 2544186

BHOPAL

MADHYA PRADESH

Co mpe tito rs

Usha has a lot of competitors in Bhopal city. Some of international brands, some national brands and lot of local brands. The main competitors of Usha are as follows 42

Bajaj, Polar, Crompton, Khaitan, Hevells, Orpat, etc And in local brand –Indian, Sarvotam, etc

Top five companies of Bhopal according to his market share: 1) Crompton 2) Orient 3) Usha 4) Bajaj 5) Khaitan

This distribution clearly says that on the basis of market share Usha have 3rd place.

According to the above graph 51% fan market of Bhopal capatured by only five companies and in 49% All remaining brands are exist.

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Co mp any in volv ement The Bhopal market in not only in hand of distributers even company also continuously involve with it. Company appointed his 3-4 members team with each distributer and they regularly keep their eyes in the happenings of market. They always are in the touch of all distributers and all dealers. They always watch the marketing process of distributers and the performance of dealers, shopkeepers and sales teams. They also conducted researches time to time to find out where the company is gaining and where the company is lacking. And if lacking then why. What is the factors due to which there competitors are able to doing well. And eventually on the basis of their findings and conclusions they suggest the company to make required changes in product features and there prices.

Ben ef its t o th e com pan y With the help of this report company will able to: 1) Judge his actual position in the market 2) Aware with the competitor’s strategy. 3) Compare his marketing strategy with competitor’s strategy and will able to find out the reason where they are lacking. 4) They will able to know the weakest point of their product and there strategy. 5) They will able to know the perception of customers and shopkeepers towards there product. 6) They will get the idea that how we improve our market share.

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Data co lle cti on re mainin g

Some important data collections are in the progress: 1) What are the reasons due to which company is having less market share? 2) What are the strategies of the competitors?

3) To know about the profit margin system of the company and the competitors. 4) To know about the marketing strategies of dealers, distributors and shopkeepers individually. 5) What are the promotional tools using by company? Etc. A lot of things which I can’t write here because in future what we will get from market I myself don’t know exactly. So data collection process in the progress…………………………….

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Bibli og rap hy

1) Marketing management (published by ICFAI) 2) Google search 3) Wikipedia 4) Local shopkeepers of MP Nagar, 10 no market, and vitthal market. 5) Electricians of 10 no. market 6) Employees of the company.

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