Professional Documents
Culture Documents
A REPORT ON Marketing Strategy For GreatWhite Electrical pvt ltd A report submitted in partial fulfilment of the requirements for MBA Program of
Page 1
AUTHORIZATION
This report is submitted in partial fulfilment of the requirements for MBA Program of IBS Hyderabad.
Ankur Gupta
SUBMITTED TO: Mr. Ram Bengani Mr.Chirag Boradia (Vice- president) PROJECT GUIDE GreatWhite Electrical Pvt ltd Shri. L. Shridharan Faculty Guide IBS Hyderabad
Page 2
Executive Summary................................................. 6 1. Introduction 1.1 Background............................................. 7 1.2 Objective................................................. 7 1.3 Methodology........................................... 8 1.4 Limitation................................................ 9 2. Economy Industry Analysis 2.1 About The Industry................................. 10 2.2 Major Players.......................................... 12 2.3 Industry Structure.................................... 13 2.4 Challenges Faced By Electrical Equipment Industry in India.................... 17 2.5 Demand Drivers for Electrical Equipment Industry................................. 18 2.6 Critical Success Factor............................ 20 2.7 Current Happenings................................. 23 3. Company Analysis 3.1 Profile of Conglomerate.......................... 24 3.2 Company Profile...................................... 26 3.3 Products & Services................................ 27
Page 3
Marketing Strategy for GreatWhite electrical pvt ltd. 3.4 Business Segmentation Analysis............. 29 3.5 Market Dynamics.................................... 29 3.6 Competitor Analysis............................... 31 3.7 Product Positioning................................. 36 3.8 Business Life Cycle................................. 39 3.9 Promotional Practice............................... 40 3.9.1 Branding..................................... 41
3.10 Customer Relationship.......................... 44 4. On Site Project Report 4.1 Objective................................................. 47 4.1.1 Brand Promotion & Awareness.. 4.1.2 Development of Business Model......................................... 48 4.2 Market Research to Check Project Buying Behaviour & Find Probable Market Place for GreatWhite Products.................... 55 4.3 SAS Analysis........................................... 76 5. Conclusion 6. Recommendation 7. References 8. Appendix 79 80 81 82 47
Page 4
Page 5
Page 6
1.2Objective:
To study market size of the electrical equipment and electrical switch and cable manufacturing industry. To do competitive analysis and study market structure of Ghaziabad and Noida. To find probable place for GreatWhite electrical pvt ltd. To create brand awareness and carry out brand promotional activities. To develop Business model.
Page 7
1.3.Exploratory Research
Exploratory research seeks to discover new relationship, emphasis on discoveries of ideas. Marketing research devotes a significant portion of their work on exploratory studies when very little is known about the problem being examined. In this case exploratory research is used to achieve the objective of the study.
Page 8
1.4 Limitations:
These are some of the limitations of the study: - the time span for the study is just two and half months which acts as one of the limitation. the population on which research has been done are mainly the Builders from noida and collecting responses from them are tough task. So sample size is less. -the data so collected was all through personal interviews but many Builders just filled the questionnaire for the sake of filling it up without any Interest. - Due to Budget Constraints, there was no incentives given to the respondents which is a practice used normally in order to increase any respondents seriousness while filling up of the questionnaire.
Page 9
Page 11
Company
Siemens Crompton Greaves ABB Havells India HBL Power Emco Techno Electric
Total assets
2927.20 2317.48 2214.12 1474.13 1226.31 904.37 696.43
Page 12
Indian electrical equipment is one of the fastest-growing industries in the country, catering to a gamut of industrial sectors. The power sector remains the largest consumer for electrical equipment. Increased activity in Indias power sector (generation, transmission and distribution), improving industrial climate and GoIs initiatives over the past few years have been key drivers for growth in this industry. Moreover, it is highly fragmented, with SMEs having significant presence. The electrical equipment industry has a strong manufacturing base in India and produces a wide range of products. Electrical equipment and machinery are principally used in the power sector (generation, transmission and distribution) and manufacturing industries such as automobiles, cement, steel, petrochemicals and refining, etc.
Page 13
In the past two decades, consolidation of the Indian electrical equipment industry, has created stronger companies with greater size and economies of scale, extensive product ranges, better financial strength and wider access to foreign markets. While there are a few large players with dominant presence, several SMEs specialise in specific product lines. SMEs play an important role in the growth of the Indian economy, contributing to about 45% of the industrial output and 40% of exports and employing around 42 mn people. SMEs generally require less capital investment and therefore have low technological capabilities. As a result, most SMEs operate in the lower-end of the value chain where the requirement of high technological capabilities is limited.
Page 14
Page 15
Equipment
Generation Equipment(BTG) T&D equipment
US $ 140-150bn
US $ 200-230 bn
(US $ bn)
T&D Equipment
Cables Transmission Lines and Conductors
3.4
3.1
2.7
7.4
6.7
5.9
13.9
12.7
11.1
8.2
4.4
3.0
1.1
5.7
2.0
0.2
11.2
0.5
20.9
India has come a long way in electrical equipment manufacturing. Today, the country manufactures a large variety of electrical equipment. In the generation segment, it manufactures boilers, turbines, generators, balance plants, etc. In the T&D segment, it makes and exports a wide array of equipment from transformers to cables. New technologies that are being introduced have been brought into the domestic manufacturing domain by foreign players. These players have come into India either independently and set up their own manufacturing facilities or through the JV route.
The domestic electrical equipment industry is expected to witness excess manufacturing Page 17
Shortage of skilled manpower: The Indian electrical equipment industry continues to face severe shortage of skilled manpower. Although the country has a large number of engineering colleges, a significant misalignment exists between education and employment in the sector. The main reason is that the engineers that graduate do not possess the necessary skill-set, which in turn is attributed to outdated syllabi used by colleges, lack of practical training, non-exposure to products and limited awareness about the industry. Moreover, many engineering graduates perceive the electrical equipment industry as ordinary and slow moving, entailing limited career options and inadequate salaries and thus they opt for other sectors such as Information Technology (IT). This demand-
Page 18
Page 19
Page 22
Marketing Strategy for GreatWhite electrical pvt ltd. 2.7 Current happenings:
Slowdown hits electrical equipment industry The growth of India's electrical equipment industry fell to 6.6 percent in 2011-12 as compared to 13.7 percent in the previous year, industry data showed Friday. "Sluggish growth in power sector and escalating imports of electrical equipment is significantly impacting the commercial viability of the domestic electrical equipment industry and will have severe long-term consequences," Indian Electrical and Electronics Manufacturers' Association (IEEMA) said in a report. All three segments of the power sector - generation, transmission and distribution - are facing several challenges which need to be addressed expeditiously, it said. Growth in capacitor, switchgear and transmission line segments turned negative in 2011-12, implying distinct slowdown in industrial capex activities and slowdown in off-take by users due to credit squeeze and high interest costs. The cable industry is the only sector that has shown a double-digit growth of 25.7 percent in the year under review.
Page 23
Page 24
Page 25
Page 26
Page 27
Fiana ( Modular )
1.10 Ampere Switches 2. 20 Ampere Switches 3. Power Switches 4.OverLoad Protection 5.Sockets 6.Power Sockets 7.Speed Controllers and Dimmers 8. Accessories ( Cord outlet, TV outlet, Bell indicator, Buzzer Dura, Blanking Off plate Single) 9. Communication Supports 10. Supporting Modules 11. Hotel and Hospitality 12.MCB 13. Surface J.Box 14.Metal J.Box 15.Twin plates
Petra It is single mode switch and includes all the products which come under Fiana brand. Petra is available in White and has main demand in homes constructed in rural, Tier-2 or Tier-3 cities. Tivoli This product range is similar to that of Petra but available in black and grey colour and have cover plates.
The company is offering new easy to open packaging, with pure white coloured product.
Page 28
Page 29
Page 30
Page 31
Page 32
1. Havells:
Vision "To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people." Mission To achieve our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees Values Customer Delight : A commitment to surpassing our customer expectations. Leadership by example. A commitment to set standards in our business and transactions based on mutual trust. Integrity and Transparency : A commitment to be ethical, sincere and open in our dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best in class.
3. Legrand: Customer awareness, Innovation, Resource enhancement and Eth ical behaviour
are the four core values that support our corporate culture today. They shape the groups identity and are crucial for lastingly profitable development. Ankur Gupta 11BSPHH011137 Page 33
5. Seimens: adds value to customers through a combination of multiple high-end technologies for complete solutions. The Group has the competence and capability to integrate all products, systems and services. It caters to Industry needs across market segments by undertaking complete projects such as Hospitals, Airports and Industrial units.
Page 34
Page 35
Page 36
5% International brand
Thus by understanding that criteria and weightage GreatWhite is yet to be a Brand which is need to be established. As 20% go for quality here GreatWhite can take a lead as the response gathered by us while interacting with builders, Electrical shop owners and architects were positive. So as the brand is in the initial phase the company has to concentrate more towards maintaining their quality standard and wide availability. The company very well understands the competition as the major competitor while providing good quality and design in providing various schemes time to time in order to give extra benefits to sellers. This had increased their sales manifold. Thus here GreatWhite has come up with various schemes like Higher Margins, monetary coupons inside every box etc.Therefore they have understood the competition quite well.
Page 37
5% International brand
Product strength against the buying criteria Your Products Strength #3 #1 #2 Target market buying criteria Competitive Positioning 50% Brand name 20% Quality 10% Availability 10% Cost 5% Design Anchor,Havells Anchor,Seimens Havells,Crabtree,Anchor Local Brands Schneider,Legrand Schneider,Seimens
5% International brand
According to the survey conducted and using our best judgement and interviewing dealers and builders we came to know that the product basic strength is Quality followed by widespread availability and also somewhat brand name as it is from previous owner of Anchor Electricals. After analyzing the consumer buying behaviour and the positioning triangle there are no vacant spaces as of now because where Indian companies have strong brand equity and with the entrance of International players with their latest designs and better service the market is very competitive. But still where international brand are high on cost the Indian consumer go for Indian brand. Therefore in this case the closer competitor is Anchor and Havells. As anchor leads the market share by 40% with its nearest competitor Havells therefore there is large gap for new brands like GreatWhite electricals. Therefore being a new entry or we can say re-entry from Shah family into electrical switches market positioning on quality and widespread Availability will fetch a good market share and hence build the brand name slowly.
Page 38
Currently GreatWhite Profit electicals is in Start up phase. In this phase 0 although company have Phase Start Up Take off Harvest Renewal surplus cash flow but still making a Goal Survival Sales Profits Revival new entry will require generating Role Initiator Innovator Developer Implement or Organiser Delegator Leader Revitalise Administrator Manager Successor Reorganiser energy, excitement ,innovation and plain hard work. They are selling Typical Crises Confidence Cash Flow Cash Flow Delegation Leadership Complacency Inertia Succession their ideas to their new set of
Page 39
3.9 Promotional Practices : It acts as the linkage between seller and buyer
The sellers four Ps Product Price Place Promotion The buyers four Cs Customer Benefit Customer Cost Convenience
Communication
The sale in this industry is mainly driven by electrical shop owners because consumer buying behaviour largely depends on them. The choice of electrical switches is still recommended by electricians to the house owner whereas in project case the electrical contractor handles the selection and implementation of this product. Also in projects electrical contractor were just given some specification about the product and after that selection depends on contractors after taking into consideration their margins. Thus effectively targeting 1. Influencer ( Electricals shopowner) 2. Buyer ( Electricians) 3. User Will promote the product from all the corners and will target the market well thus help in developing brand image.
Page 40
Each area is divided and handled by C&F agents which in turn makes several dealers depending on the area size. This agent handles all the promotional activities and brand promotion with support from area sales manager. Ankur Gupta 11BSPHH011137 Page 41
Page 42
Following the above strategy for efficiently and effectively building up brand their Brand Vision: They want their brand to become number one in electrical switches and cables industry. Brand Promise: Superior quality and efficient usage Brand Delivery: They will fulfil their commitments by delivering international standard in their products and continuously including latest technology in products with latest designs. Brand Positioning: Quality and expertise of 5 decades in this industry being their competitive advantage they want to be perceived as that brand on which every user can trust with closed eyes.
Page 43
Company has maintained relationship in all key spheres of influence: 1. The workplace. 2. The marketplace. 3. The supply chain 4. The community 5. The public policy realm
Page 44
Maintaining relationship in Marketplace: In order to maintain healthy and long term relations with dealers and sales force the company is following some of the things like Inviting dealers to visit manufacturing units followed by free lunch and stay in 3-star hotels. Providing tours to agents and sales force to nearby destinations. Scheduling meetings between main dealers and sales head if various zones with management. Inviting ideas from main dealers and hence promoting them. Including dealers and agents in rolling out policies and charting out future plans.
Maintaining relationship in Supply Chain: Fulfilling orders within a week. Manufacturing products with minimal defects. Delivering at consumers end (in case of projects) in a timely manner. Keeping track of the order received and delivered and hence generation invoice.
Maintaining relationship in community: Being a part of various social causes they are also a initiator to various social activities. Opened various schools and colleges. Non profitable organizations. Free medical facilities for poor..
Company has maintained a separate department which seeks to fulfil the dealers order within 2-3 days. With continuous talks with dealers and agents company is strive to make
Page 45
Closely working on relationship marketing they are also integrating it with transactional marketing therefore we can say they are striving for customer acquisition and retention at a same time.
Page 46
4.1Objective:
To see the feasibility of selling products from company to builders directly with the help of main Dealers by meeting with builders, architects, dealers, sub dealers and understanding their needs, offering our product to them, analysing competitors strategy and designing advertisement and marketing strategy for company. I was dealing basically with Promotion and awareness of Fiana Brand in that region and introduce that to Builders, Developers, Electrical contractors, Architects and find probable customers. The region assigned to me is acting as a Test market for the company and collecting market response from this area will be fruitful as in this area construction of flats for residential purposes is carried out on a large scale. Therefore during our stay with company we did following tasks 1. Brand Promotion and awareness. 2. Development of business model. 3. Market Research to check Project Buying Behaviour. 4. Suggesting dealers to how to target customer and collecting their feedbacks.
Page 47
Page 48
Builder name S .R Real Build Aaditya builders Shree Build estates Aarganss Infra.
contact person Gurmeet singh P.S Chaudhary(G.M Project) Ritesh Bawa Deepak Varshney
contact no. 8950003868 9313594222 9958880000 9560893921 8527798009 9999710309 8860626300 9810330839 910577199 9540428300 910716889 9582700960 8447755340
Octagon Constructions Arun Mishra Amrapali Developers Mahagun Developers S J R Real Estates S R S Builder Opulence Realty Akriti architect Airwil Infra Ltd. Supertech Sikka Group Rahul Vishnoi Ashok Bachheti Raj Kumar Gupta Raju Abbasi Rohit Aggarwal Dinesh Kumar Varun Virmani Imran Malik Miss.Netu
Page 49
Page 51
Page 52
Online Promotion- In order to develop the online presence of the company i created certain blogs specially dedicated for company policies, created facebook presence, as well as LinkedIn page for dealer of GreatWhite. I also developed a website for one of the dealer of the company. Content Writing- Created Websites and blogs for the dealers in Ghaziabad to enhance their
market reach and increase brand awareness too
4.2 Development of Business Model In order to target the probable customers better and building long lasting and effective relationship with them i designed a business model for the company. The model was intended to promote the product better and efficiently and thus drive the sales at a faster rate. After promoting as it is the time to ripe the fruits thus a proper way to crack the deal was necessary and hence Direct 2 Business Model was developed. Direct 2 Business Model: After understanding the problems faced by dealers during sales and by Builders during purchase of electrical switches and accessories we aim to develop a business model in order to drive the sales effectively and efficiently.
Page 53
wide assortment of products and limited storage space they are not able to
3. Replacement: Breakage during installation were not replaced , also sometimes due to bad
product they have to replace the product at their own cost in order to keep the customer with them.
4. Competition: Catering to the wide market and opening of electrical shops at every nook and
corner have increased the competition and thus narrowed the margins. Therefore we developed this model so that it will erode away these problems to a large extent. In this model we are conducting a direct deal between company and Builders & developers. Where order will be fulfilled by the company on behalf of dealers and billing will be done by dealer thus giving out certain percentage of Commission to dealer depending on order size.
Page 54
4.2 Market Research To check Project Buying Behaviour & probable marketplace for GreatWhite Products
The buying behaviour of project is way too different from retail buying behaviour. Where in Retail Buying behaviour the choice depends largely on the electricians but in project buying behaviour the selection of product different on various variable which are: 1. Discount Rates Offered 2. Aesthetics 3. Past Relationship with Dealers 4. Availability 5. Advertisement
These are the variable we extracted out from interviews conducted with the persons who are indulged in purchase of products in that firm. Through the initial analysis of survey I zeroed upon these factors as Independent Variables which affect the Sales of Modular Switches as Dependent Variable. The expected Independent Variables were.
Page 55
0 8 6 13
Interpretation: Of all the builders with whom we conducted interview 50% have built more than 10 buildings. Therefore there knowledge and response pertaining to product matters a lot and promoting them the product will be fruitful for the company.
Page 56
6 6 16 0 0
Interpretation:
In the project case unlike retail buying behaviour the buying of product is greatly influenced by architect followed equally by Purchase Manager and AGM marketing of the firm. So with this statistics we can say that targeting architect will drive positive sales and brand value. So it is advisable to roll out separate targeting strategy for architects.
Page 57
0%
Modular Switches
15
50%
Interpretation: As it is clear that all the builders use Modular switches in their
project So promoting and Dealing only modular will be fruitful for the company.
Page 58
5.What were your response with the earlier brand/brand's used by you on these
parameters? Quality
0 0 12 5 12
Interpretation: Based on the responses collected on the satisfaction level on the basis of quality all the responses indicates that all builder are quite satisfied where 40% were very satisfied with Brand they are using. As the Brand used are of good quality so place for GreatWhite is pretty tough.
Page 59
parameters? - Price
0 0 8 17 3
Interpretation: Reponses which are collected based on the parameter Price indicated that builders majority of the builders are somewhat satisfied. This indicates that they want some more benefits and here GreatWhite with its Direct 2 Business model can make a position in the market.
Page 60
5.What were your response with the earlier brand/brand's used by you on these parameters? - Purchase Experience
0 17 6 1 1
0% 57% 20% 3% 3%
Interpretation: Based on the parameter Purchase experience the majority is somewhat dissatisfied with 57% voting for that. It means that they faced lot of problems in buying the required products. Therefore GreatWhite can make a place here by selling directly and providing 100% replacement.
Page 61
5What were your response with the earlier brand/brand's used by you on these parameters? - Repeat Purchase Experience
0 10 10 5 2
Interpretation: With almost equal distribution of responses it is interpreted that experience of repeat purchase is more of neutral. So if GreatWhite increase Repeat Purchase experience by giving out some benefits when the Builder becomes loyal customer than it will be highly appreciable
Page 62
5What were your response with the earlier brand/brand's used by you on these parameters? - Repeat Purchase Experience
0 10 10 5 2
Interpretation: With almost equal distribution of responses it is interpreted that experience of repeat purchase is more of neutral. So if GreatWhite increase Repeat Purchase experience by giving out some benefits when the Builder becomes loyal customer than it will be highly appreciable.
Page 63
5.What were your response with the earlier brand/brand's used by you on these parameters? - Usage Experience
0 6 15 4 2
Interpretation: Respondents are neutral about their usage experience.It indicates there is space for Greatwhite if it provides good Usage experience.
Page 64
5What were your response with the earlier brand/brand's used by you on these parameters? - Repeat Purchase Experience
0 10 10 5 2
Interpretation: With 33% opted for somewhat dissatisfied it means they are not happy and willing to try some better and new. This way
Page 65
Page 66
26 2 1
87% 7% 3%
Interpretation : With 87% of the respondents opting for most it shows that discounts rates which are offered greatly affects the buying behaviour. Thus we can say that using direct 2 business model giving out good discount rates and other beneficial schemes will attract and retain the customers for long.
Page 67
12
40%
23%
10
33%
Interpretation: For 40% of the respondents aesthetics matter the most. And thus For companies like GreatWhite have good aesthetics thus make a good marketplace.
Page 68
8 9 12
Interpretation: For project availability of product in the market doesnt affect much because every brand is equally competitive. So it indicates instead of having widespread availability the company must also focus on other variables.
Page 69
- Advertisement
23 6 1
77% 20% 3%
Interpretation: The buying behaviour largely depends on the advertisements because the product with which the end user is familiar with and if the builder has used that product than it attracts good value of the property to the builder.So advertisements are necessary to attract and create awareness among end user. GreatWhite electrical is not focussing on advertisements in start up. So it can face problem in getting good sales volume.So it is recommended to spent good sum of oney on advertisements.
Page 70
5 9 16
Interpretation: 53% of the respondents does not care about their relationship with Dealer. While only 17% say that it matter most. GreatWhite already having a strong dealer network. So continuing to target market using Business model like Direct 2 business model with drive the sales manifold.
Page 71
of direct purchase service from distributor without any middle man involvement?
0 0 19 0 7 0
0% 0% 63% 0% 23% 0%
Interpretation: GreatWhite being the first company to approach directly to 63% of the builder indicates that it is a good move and is appreciable.But the result is yet to be found out.
Page 72
provided along with good discount rate,will you prefer to give chance to that new company?Please give your views.
Respondent 1 : yes,given the product quality is good. Respondent 2 :yes,if there is any requirement depending upon discount and quality Respondent 3:yes,provided quality and brand image will be there. Respondent 4 :I liked this concept very much and I will sure give it a try. Respondent 5 :If I am getting good discount and quality at my doorstep what else do i need. Respondent 6 :Yes if we have requirement at that time and our concern staff likes the product quality. Respondent 7 :can not say anything for now. Respondent 8 :yes i will think . Respondent 9 :i do not think so. Respondent 10 :not sure. Respondent 11 :will think about it. Respondent 12 :depends upon the product quality Respondent 13 :yesfor sure Respondent 14: depends upon product quality Respondent 15depends upon brand name,and other factors too. Respondent 16: can not decide alone Respondent 17: .not sure............................ Interpretation:According to the response generated if GreatWhite go for sponsoring the banners and sharing advertising with national builders it will promote it as a trusted brand and will improve market image.
Page 73
9.What do you know about the GreatWhite Electricals Pvt Ltd company started by Mr.Jadhavji Lalji?
Respondents : 1. belongs to anchor group 2. I think.makes switchesswitches and cables manufacturer 3. New company by Anchor Group 4. belongs to anchor group 5. anchor's new company 6. some new company 7. just a new 8. startupSwitch company 9. anchors new company 10. yanchor's new name 11. their new company 12. anchor group's new switch company 13. New company by Anchor Groupswitch manufacturing company 14. a new venture from shah family 15. re-entry from shah family 16. new start from lalaji 17. doesnt know anything 18. nothing much 19. ,just introduced by you 20. look everyone knows brand name not the owners name. 21. yes he was previous owner of anchor 22. new company from anchor group
Page 74
Interpretation: It is clearly indicated from responses that if the direct 2 business model is implemented in a correct manner it will surely be beneficial for the company.
Page 75
Partial Correlations Controlling all other Variables Discount Advertisement Aesthetics Availability Rates Offered Discount Rates Offered Advertisement 0.03260 1.00000 Aesthetics Availability Past Relationship With Dealers 0.02539 0.01279 0.01396 0.00322 -0.14263 0.20636 1.00000 0.39318 -0.04716 1.00000 -0.08338 -0.03492 -0.03492 1.00000 0.39318 -0.04716 -0.07758 0.23935 1.00000 0.03260 -0.02539 -0.01279 0.11032 Past Relationship With Dealers
1. Through the Correlation Matrix we can analyze that the variables are weekly correlated since the correlation coefficients are less than .8 between all pairs of variables.
Page 76
2. The KMO measure of sampling adequacy of 0.49740761 can be considered as a positive sign to move ahead with the factor analysis.(expected KMO value should be greater than .5).
Eigenvalues of the Correlation Matrix: Total = 5 Average = 1 Eigenvalue 1 2 3 4 5 1.57509250 1.40300277 1.10720461 0.97550919 0.50894702 Difference 0.17208973 0.29579816 0.13169541 0.13366496 Proportion 0.2250 0.2004 0.1582 0.1394 0.2770 Cumulative 0.2250 0.4254 0.5836 0.7230 1.0000
factors will be retained by the MINEIGEN criterion. 3 Through the total variance chart we can analyse that three factors with Eigen value
greater than 1 will be selected rest all are useless. These factors are Discount Rates, Advertisement and Aesthetics. 4 Through the communality chart we get the final communality values which express the degree to which the variables are involved in the factor analysis solution. Here we can see that almost all the variables are involved the percentage involvement greater than 60% except the except past relationship with dealer which is almost 53% involved.
Page 77
Factor Score Coefficient Matrix Factor1 Discount Rates Offered Advertisement Aesthetics Availability Past Relationship With Dealers 0.358 -0.001 0.345 -0.098 -0.350 Factor2 0.011 0.375 -0.043 0.377 -0.059
Page 78
Page 79
6.2Sponsorship: By sponsoring various games and athletes will create awareness about the
company and hence attracts users.
Page 80
7 References: Articles:
1.Real estate in Delhi-NCR is a bubble about to pop by Sunainaa Chadha 2. 10 things to know about NCR emerging as Indias largest residential market by FP Staff . 3Market Pulse: Electrical switches:Indian market analysis. 4.India Outlook 2011-2012 From Decide with confidence. 5.Indian electrical equipment industry mission plan 2011-2012
Websites:
1. www.dnb.co.in. 2. Quickmba.com/strategy/porter 3. Sourcing.indiamart.com 4. www.havells.com 5. www.schneiderelectric.co.in 6. www.legrand.com 7. www.myanchor.in
Page 81
1.How many construction sites your firm has completed till now successfully? *
2.Who handles the purchase of switches required for your construction sites in your company? *
AGM marketing Purchase Manager Architect Project Head Others 3.What kind of switches you prefer for your sites? *
Page 82
the product range. 5.What were your response with the earlier brand/brand's used by you on these parameters? * Very dissatisfied Quality Price Purchase Experience Usage Experience Repeat Purchase Experience Somewhat dissatisfied Neutral Somewhat satisfied Very satisfied
6.What affects your buying behaviour most in case of electronic switches? * Most Discount Rate Offered Asthetics Avaibility Advertisement Past relationship with dealer 7.Has any company approached you till now with bulk discount rates and offer of direct purchase service from distributor without any middle man involvement? * Page 83 Somewhat Least
Anchor(Panasonic) Siemens GreatWhite (Anchor Group) North-West(Wipro) Havells Others 8.If additional services like free carriage charges,free hoarding for projects is provided along with good discount rate,will you prefer to give chance to that new company?Please give your
views. *
9.What do you know about the GreatWhite Electricals Pvt Ltd company started by
Mr.Jadhavji Lalji? *
10.What are your views on the direct approach offered by our company interns to you? *
Page 84