A PROJECT REPORT ON MARKET RESEARCH &

BRAND ACTIVATION

Submitted in partial fulfillment of the requirements

for the award of the degree of

Master of Business Administration (MBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide: Mr. K. K. Sharma Submitted by: KARTIK CHAUHAN

Roll No.: 03335103916

Management Education & Research Institute,

New Delhi 110058

Batch (2016-2018)
 CERTIFICATE

I Mr. KARTIK CHAUHAN, Roll No. 03335103916 certify that the Project Report/Dissertation

(MBA) entitled A PROJECT REPORT ON MARKET RESEARCH AND BRAND

ACTIVATION OF LIFE PLUS APLLIANCES is done by me and it is an authentic work

carried out by me at Veenu Tech India. The matter embodied in this project work has not been

submitted earlier for the award any degree or diploma to the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Project Report/Dissertation (MBA) entitled A PROJECT REPORT ON

MARKET RESEARCH AND BRAND ACTIVATION OF LIFE PLUS APLLIANCES done

by Mr. KARTIK CHAUHAN Roll No 03335103916 is completed under my guidance.

Signature of the Guide

Name of the Guide:

Designation:

Date

Countersigned

(Director / Project Coordinator)

 ACKNOWLEDGEMENT

Every work involves efforts and inputs of various kinds and people. I am thankful to all those
people who have been helpful enough to me to the extent of their being instrumental in the
completion and accomplishment of the project

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentors . I am greatly indebted to him for providing their valuable guidance at all
stages of the study, their advice, constructive suggestions, positive and supportive attitude and
continuous encouragement, without which, it would have not been possible to complete the
project.

I would also like to thank leaders KL Purthi (Founder), Sanjeev Purthi (Chairman),
Aryan(Managing Director), who in spite of busy schedule has co-operated with me continuously
and indeed, his valuable contribution and guidance have been certainly indispensable for my
project work. I owe my wholehearted thanks and appreciation to our college faculties, who
always offer their cooperation and assistance during the course of my project.

Last but not the least I would like to express our heartiest gratitude to my family members and
friends. Their motivation, love and moral support boosted my confidence to work sincerely and
in an effective way. Thank you for being my guide and motivator throughout this difficult path.

I hope that I can build upon the experience and knowledge that I have gained and make a
valuable contribution towards this industry in coming future.
 EXECUTIVE SUMMARY

Veenu Tech India is an assembling company which sells its product under the brand name LIFE
PLUS.

The founder Mr. K.L Pruthi of the company has started its business in year 2007 with small
assembling shop in Najafgarh, New Delhi. At the beginning he started with assembling of Ro
systems. The parts of the products were purchased from different manufacturing units working in
delhi and assembled together at one place under the brand name of life plus and hence sold to
some of the distributors in west delhi area only.

The modular kitchen market in India is expected to continue to record significant growth over
the forecast period. The growth is primarily attributed to an increase in the number of housing
projects, rising disposable incomes, changes in lifestyle and the emergence of nuclear families.
Products are also expected to become more affordable with a variety of pricing options, and
growth in the organized retail sector, changing perspectives on home aesthetics, increased
incomes and a rise in the number of working women are also expected to drive growth.

The report provides top-level market analysis, information and insights into the kitchen products
market in India including:
- In-depth analysis of the kitchen products market
- A detailed analysis of market attractiveness, covering the key trends, drivers and challenges
- Detailed insights into the regulatory framework, market entry strategy, product innovation and
marketing strategy relevant to the kitchen products market
 Index

S No Topic Page No

1 Certificate (s) -

2 Acknowledgements -

5 Executive Summary -

7 Chapter-1: Introduction

8 Chapter-2: Research objectives

9 Chapter-3: Porters Model

10 Chapter-4: Data Analysis and Interpretation

11 Chapter-5: Findings and Conclusion

12 Appendices

13 Bibliography
 Chapter-1:
Introduction
 Introduction

KITCHEN APPLIANCES

Home appliances are electrical/mechanical machines which accomplish some household

functions, such as cooling/heating, cooking or cleaning. Home appliances can be classified into:

Major appliances, or white goods

Small appliances

Consumer electronics, or brown goods in regions with UK influence

This division is also noticeable in the maintenance and repair of these kinds of products. Brown

goods usually require high technical knowledge and skills (which get more complex with time,

such as going from a soldering iron to a hot-air soldering station), while white goods may need

more practical skills and "brute force" to manipulate the devices and heavy tools required to

repair them.

While many appliances have existed for centuries, the self-contained electric or gas powered

appliances are a uniquely American innovation that emerged in the twentieth century. The

development of these appliances is tied the disappearance of full-time domestic servants and the

desire to reduce the time consuming activities in pursuit of more recreational time. In the early

1900s, electric and gas appliances included washing machines, water heaters, refrigerators and

sewing machines. The invention of Earl Richardson's small electric clothes iron in 1903 gave a

small initial boost to the home appliance industry. In the PostWorld War II economic

expansion, the domestic use of dishwashers, and clothes dryers were part of a shift for
convenience. Increasing discretionary income was reflected by a rise in miscellaneous home

appliances.

In America during the 1980s, the industry shipped $1.5 billion worth of goods each year and

employed over 14,000 workers, with revenues doubling between 1982 and 1990 to $3.3 billion.

Throughout this period companies merged and acquired one another to reduce research and

production costs and eliminate competitors, resulting in anti-trust legislation.

The United States Department of Energy reviews compliance with the National Appliance

Energy Conservation Act of 1987, which required manufacturers to reduce the energy

consumption of the appliances by 25% every five years.

In the 1990s, the appliance industry was very consolidated, with over 90% of the products being

sold by just five companies. For example, in 1991, dishwasher manufacturing market share was

split between General Electric with 40% market share, Whirlpool with 31% market share,

Electrolux with 20% market share, Maytag with 7% market share and Thermador with just 2% of

market share.

India Kitchen Appliances Market to Grow at Over 25% till 2019

According to a recently published report by TechSci Research India Kitchen Appliances Market

Forecast and Opportunities, 2019, the kitchen appliances market in India is projected to grow at

a CAGR of more than 25% during 2014-19. The demand for kitchen appliances in the country is

expected to continue growing on account of expanding base of middle class and affluent

consumers, increasing working population and improving consumer lifestyle. India has a large
base of young consumers who form majority of the workforce and hardly find time for

traditional cooking due to their busy schedules, thereby creating huge demand for western

kitchen appliances that facilitate easy and quick cooking.

Rising per capita disposable income of consumers, especially upper and lower middle income

groups, continues to drive Indias kitchen appliances market. However, majority of Indian

consumers are price conscious, which poses a challenge for the manufacturers and suppliers as

even a small price variation hugely affects the consumer preference for a specific brand or

product. Consequently, the kitchen appliance companies are constantly focused on offering high-

quality kitchen appliances at lowest possible prices.

Retail chains such as Big Bazar, Easyday, Croma, Relaince Digital, etc. are significantly

contributing towards increasing the product awareness among consumers, thereby boosting the

demand for kitchen appliances in India. However, such chains are not currently present in semi-

urban and rural pockets of the country. To overcome this issue, various retail majors are focusing

on expanding their reach in rural areas over the coming years, which is expected to drive the

kitchen appliances market until 2019. said Ms. Varsha Singh, Research Consultant with

TechSci Research, a research based global management consulting firm. Major players currently

operating in the Indian kitchen appliances market include Glen, TTK Prestige, Bajaj Electricals,

LG, Samsung, Inalsa, IFB, Panasonic, Phillips, etc.

India Kitchen Appliances Market Forecast and Opportunities, 2019 has evaluated the future

growth potential of Indias kitchen appliances market and provides statistics and information on

market structure, consumer behavior trends, market projections and demand forecasting. The

report is intended to provide cutting-edge market intelligence and help decision makers to take
sound investment evaluation. Besides, the report also identifies and analyzes the emerging trends

along with essential drivers, challenges and opportunities in kitchen appliances market in India.

VEENU TECH INDIA

Established in 2007, Veenu Tech India, are one of the known manufacturer and wholesaler of

Air Coolers, Water Purifiers, RO Systems and many more. Our products are accredited for

their easy installation, longer service life, dimensional accuracy and rust resistance features.

Furthermore, we make utilization of advanced technology in the manufacturing of excellent

quality products. The objective of our firm is to deliver flawless diversity of the products to the

clientele, for which we have managed a separate quality controlling division.

Being a quality-conscious business enterprise, we give much importance to the excellence of

each product accessible by us. In this respect, we follow strict quality control guidelines to

uphold values of our products. All the products are designed and developed beneath the rigorous

supervision of our experts, who promise that the products are in agreement with the set industry

laid values. Thus, the only aim of our enterprise is to offer quality certain products to the

customers in order to undertake their maximum fulfillment of clients.

We work beneath the leadership of Mr. Akash Pruthi, thus, we have been able to meet the

precise demands of patrons in the most competent way. His rich industry indulgent and sharp

business vision helped us become an illustrious name in the industry.

Our Vision

A happy, healthy and safe environment for every family built on trust and lasting business

relationship with each customer.

Our Mission

To deliver quality product & services of highest standard those reflect our passion for

innovation, quality benchmark and provide product value-for money. For us, bringing health care

products is not just business, it is a passion. We want every family drinking purified water which

is very essential as the water standard is deteriorating each day and not safe.

ISO Certification
Application Areas

As the requirement of our clients is rising rapidly, it has become more important for us to deliver

them products accordingly. Therefore we strive continuously hard in offering them desired and

qualitative range of products. With the assistance of our innovative technological options, we

fulfill the needs of numerous clients with our qualitative range of products. Further, these

products are widely being used in numerous applications because of their compact designs and

pocket friendly rates. Our products find application in the following areas:

Schools

Hostels

Universities

Railways

House Hold

Hotels

Restaurants

Corporate houses

Municipal Water Supplies

Hospitals

In numerous industries

Team of Experts

Team is the main strength of our organization that enables us to manufacture and supply superior

quality range of water purifiers. They know each aspect of quality production and ensure that the

final products are in compliance with international quality standards. Moreover, they also work
in a close coordinated manner and carry out the hassle free manufacturing process. Their

dedication and commitment towards quality ensures complete client satisfaction and quality

production. Their in-depth knowledge and understanding regarding latest and advance

sophisticated technology based machines enables us to carry out quick, efficient, safe and prompt

production process of our water purifiers. Regular training sessions are conducted by us to keep

them abreast of latest market developments. Our team comprises following professionals:

Quality inspectors

Design engineers

Administrative assistants

Production engineers

Research and development specialists

On site engineers

Civil engineers

Customer care executives

Servicing staff

Warehouse and packaging staff

Sales and marketing staff

Procurement staff

Policies & Practices

Transparent and fair to constantly increase our customers and their satisfaction with trust on us.
Why Us

We have sustained a steady rate of manufacturing with a high rate of satisfaction. During this

time of our existence within the market, we have seen a notable rate of growth and positively

molded our working actions accordingly. Our expansive base of customers combined with our

high-class series of products is indication of our persistent success in satisfying the demand. Our

customer-centric nature and ethical business transactions make us an ideal firm for continued

relations. Causes that have helped us to attain an edge over other opponent firms are:

State-of-the-art infrastructure Vast product range Stringent quality audits

Experienced quality auditors Timely delivery

Brands We Deal In

Own manufacturing brand Life Pure

Infrastructure

We are backed by robust infrastructure in our organization, which helps us in conducting our

business proceedings in a proper manner. Our infrastructure unit is segregated into the different

departments like research and development, quality control, warehousing and packaging

and manufacturing unit. Every unit is managed by a team of skilled personnel, which ensures

that production and other business practices are carried out properly. Each wing plays an

important role in the development of organization. Moreover we also ensure that coordination is

maintained between each unit so that an uninterrupted flow of information is maintained at

each stage.
Our infrastructure is divided into the following:

Manufacturing unit

R&D unit

Quality testing unit

Warehousing & packaging Unit

Sales and marketing unit

Designers, engineers and technocrats unit

Procurement unit

Scientists

Efficient & Value Added After Sale Services Unit

Our Quality Assurance

We are dedicated to accomplish distinction in manufacturing and supplying an extensive array

of water purifiers throughout the production process with constant improvement. Our

production managers meet the quality standards through the following:

Ensuring professional standards and statutory and regulatory requirements are complied

with

Ensuring staff interact with clients for providing complete turnkey solutions and have

successfully commissioned which meet their needs and expectations

Implementation of a policy, which meets the ISO 9001:2000 Quality Management

System
 To achieve this, various stringent quality tests are conducted by us to ensure the quality of our

water purifiers as per the pre-defined industrial standards. We test the quality of the products

on the basis of their performance, long service life and adaptability. Further, we possess latest

and hi-tech facilities to conduct rigorous quality checks at each stage of production. Being one of

the trusted names engaged in manufacturing and supplying water purifiers, quality has always

been a matter of core concern for us. Our quality testing parameters are:

Hydro pneumatic test

Performance

Service life

Functionality

Client Satisfaction

We consider client satisfaction as an important factor for our business. With the full support of

our robust infrastructure and experienced & devoted staff members, we have been able to muster

considerable clientele spread across the nation. With our acknowledged set of products, we have

ensured paramount level of client satisfaction that will always continue. Our ethical business

practices, easy payment modes and prompt deliveries of consignments are the plus points for our

progress and for securing a top-notch position in the market.

Team of Experts

Team is the main strength of our organization that enables us to manufacture and supply superior

quality range of water purifiers. They know each aspect of quality production and ensure that the

final products are in compliance with international quality standards. Moreover, they also work

in a close coordinated manner and carry out the hassle free manufacturing process. Their
dedication and commitment towards quality ensures complete client satisfaction and quality

production. Their in-depth knowledge and understanding regarding latest and advance

sophisticated technology based machines enables us to carry out quick, efficient, safe and prompt

production process of our water purifiers. Regular training sessions are conducted by us to keep

them abreast of latest market developments. Our team comprises following professionals:

Quality inspectors

Design engineers

Administrative assistants

Production engineers

Research and development specialists

On site engineers

Civil engineers

Customer care executives

Servicing staff

Warehouse and packaging staff

Sales and marketing staff

Procurement staff
 Organsition Structure

Name Designation

KL Purthi FOUNDER

Sanjeev Purthi CHAIRMAN

Aryan MANAGING DIRECTOR

Chapter-2: Research

objectives
 Research Objective of the Project

Retail Market mapping and competition analysis.

Conducting events and visibility drives.

Conducting Retailer and dealers meets.

Designing loyalty program and promotion campaigns for database of Retail and End

consumers to enable Brand connect, recall and activation.

Scope of the Project

The study is done in Delhi NCR markets which consist of Dealers and Retailers.

The survey will lead the company to have a detailed analysis of competitors strategy and

they can plan to have an edge over competitors.

The information about competitors strength was gathered from all the dealers and retailers

which was fruitful in analyzing the market demand.

Most of the dealers, retailers dealing with LIFE PLUS.

Expected Outcomes

The survey which is conducted in Delhi NCR will certainly help out the management to

know the loopholes in their strategy.

The survey will help to find out potential dealers, retailers in the market that will add new

counters for the company and will increase the sales volume
Chapter-3: Porters

Model
PORTERS FIVE FORCES MODEL

Porter's Five Forces is a framework for industry analysis and business strategy development

formed by Michael E. Porter of Harvard Business School in 1979. It draws upon Industrial

Organization (IO) economics to derive five forces that determine the competitive intensity and

therefore attractiveness of a market. Attractiveness in this context refers to the overall industry

profitability. An "unattractive" industry is one in which the combination of these five forces acts

to drive down overall profitability. A very unattractive industry would be one approaching "pure

competition", in which available profits for all firms are driven down to zero.

The Five Forces are:-

1. Threat of new entrants

2. Exit barriers

3. Power of buyers

4. Power of suppliers

5. Threat of substitute products

Home appliance industry is mainly consisting of the following players Whirlpool, Maytag,

Electrolux Haier, General Electric (GE) and Bosch-Siemens. All these players produce wide

range of quality products. Vikings and Sub-Zero are niche players, each producing one exclusive

premium quality product line.

Porter's five forces model is a tool to analysis the industry framework. Two forces in this model

refer internal threats and other three forces refer to external sources of competition. These forces
determine the competitiveness of the overall industry which represents the attractiveness of the

industry. Here is the example of US home appliance industry.

Threat of new entrants

Threat of new entrants is very low because heavy investment and sophisticated R&D is required

in appliance market and industry is matured with intense competition, profitability is not

lucrative for the new entrants. Brand loyalty also plays an important role and big distribution

network is required. Due to the intense competition existing players will retaliate the new

entrance. There are many threats for new entrance to enter the home appliance industry.

Exit barriers
Because of the heavy investments in specialized fixed assets and sophisticated machinery, it is

not easy for any existing player to quit the industry. Each product require the special technology

and investment, it is not easy to leave the entire setup.

Power of buyers
Power of buyers is very high, not only final consumers drives the quality and innovation, also the

middle-men and builders can and do exercise pressure on the supplying firms to provide energy

efficient, environmentally safe and high quality products in low cost. Buyers want to place only

high quality and well known brands in their stores.

Power of suppliers
Power of suppliers is low, appliance companies dictate the terms. They are forcing the suppliers

quality products and to follow JIT concepts. Manufacturers have the exclusive contracts and

alliance with suppliers.

Threat of substitute products

Threat of substitute products is very low, there are not much substitutes available. Even if they

are (e.g. Laundromats, fan industry) they are not powerful.

According to the Porter's five forces analysis, US home appliance industry is moderately

favorable or attractive. New player can enter the market and enjoy profits.
 Code of Conduct for LIFE PLUS APPLIANCES

Code of conduct for Directors and Senior Management:

They shall:

1. Use due care and diligence in performing their duties and in exercising their

powers.

2. Act honestly, in good faith and in the best interest of the Company.

3. Neither makes improper use of information nor takes improper advantage of their

position as a Director or member of Core Management Team.

4. Not allow personal interests to conflict with the interests of the Company.

5. Recognize that their primary responsibility is to the shareholders of the Company

as a whole but they should (where appropriate) have regard for the interests of all

stakeholders.

6. Not engage in conduct likely to bring discredit to the Company.

7. Take all reasonable steps and appropriate actions in consonance with all decisions

taken by the Board of Directors.

8. Ensure the confidentiality of information they receive whilst being in office of

Director or member of the Core Management Team and may disclose if

authorized by the Company.

9. Not indulge into insider trading.

10. Ensure that the business practices of the Company would always be fair and

transparent.
 LITERATURE REVIEW

Kitchens appliances are based on functional practicality. The onset of kitchens appliances in the

Indian furniture market have spelt a consciousness that even kitchens can have a style statement

and at the same time be comfortable, efficient and elegant. Convenience, efficient use of space,

and lifestyle changes has increased the demand for modular kitchens today. Opportunities exist,

not only with domestic players but with international retailers as well.

Stands at around Rs. 2,500 Cr.

Indian readymade kitchens currently sold at the rate of 10,000 units per month in the

country.

Expected to grow 10 times in the next three to four years.

Modular kitchen market in India is still at a nascent stage but has tremendous growth

potential.

Market has been witnessing a growth rate of 50% YoY.

It is largely unorganized with the presence of local and small players. Unorganized

market includes carpenters making self-designed kitchens based upon the requirements of

the households.

Modular kitchens are customized based on the requirements of the consumer. Based on

the need of the consumer, it can be set up with various accessories like chimney, burner

etc.
Kitchens account for 40% of the furniture and fittings industry. Products in this market are

largely focused towards establishments in urban India.

WHAT IS MODULAR KITCHEN?

Modular Kitchen is a term used for the modern kitchen furniture layout consisting of modules of

cabinets made of diversified materials which hold accessories inside, which can facilitate the

effective usage of the spaces in a kitchen. Normally the units which are kept on the floor are

called floor units or floor cabinets on which a kitchen worktop made of granite, marble, tile

or wood has been laid for creating spaces for varied activities in a kitchen.

The units which are held on the wall for storage purposes are termed as wall units or wall

cabinets. In small areas of kitchen in an apartment, even a tall storage unit is available for

effective storage.

Modular kitchen normally constitutes wooden cabinets, counter tops, internal accessories, electro

domestic gadgets like chimney, hob, built-in-oven, sink with or without drain board and in some

cases a refrigerator, dishwasher or other gadgets.

The designer normally designs the space using modules of standardized/customized sizes to suit

individual spaces.

They say cooking is an art. How about dressing up your culinary studio to bring out the best in

you? Kitchen solutions offer myriad ways to style this part of your home sweet home.
The kitchen has earned lot more character than the traditional rasoi today. It has become a multi-

functional area of a house, which apart from being the cooking space, doubles up as the

showpiece of the house, dining space, comfort zone or the special corner of your party. Needless

to say, it deserves special treatment when you are planning to redo your house or styling a new

apartment.

A modular set-up and state-of-the-art appliances, is what makes a kitchen the special corner of

the house, lending it a multi-faceted character and reflecting the personality of the homemaker.

With the concept of an open kitchen becoming a norm in new constructions, kitchen solutions

become a basic requirement and a modular set-up, complete with a chimney and a hob, close to a

necessity.

"Once a growing trend, it is now a much needed asset, if you want effective storage,

convenience, exquisiteness and comfort," says Sunaina Kamboj, a housewife who is all set to

graduate to a modular kitchen soon. "With a chimney for effective smoke exit, expediency of

storage and usage and proper space for vessels, cutlery and containers, a modular or a semi

modular kitchen is all about convenience, ease, handiness and luxury, of course within your

budget. It is sure to save your time and effort," she is convinced.

"The utility and functionality a modular kitchen offers will make it a necessity in the times to

come", says Barkha S, a Mumbai-based interior decorator. "It is where the majority of money is

going when you design a home," she adds.

Ayesha Dodeja, a kitchen design consultant from a Mumbai suburb agrees. "Kitchen design

solutions range from Rs 50,000 to 20 lakhs. We get clients who want to redo their kitchens right

from the scratch - starting with getting a granite slab and chimney, to hobs, automated drawers
and plumbing. There are some who just want modular cupboards in their new kitchen." On an

average, people opting for a modular kitchen, invest anywhere between Rs 1-2.25 lakhs, while

there are a few takers for high-end solutions.

Depending on one's budget, space and lifestyle demands, one can choose from a variety of

innovative, eclectic and functional designs, imparting an unique character to one's kitchen and

adding to the personality of the house. "The ergonomically designed, touch-sensitive automated

drawers and over-head cabinets are the latest fad, which might be slightly heavy on the pocket

but completely worth a one-time investment," informs Dodeja, who is in the business of

designing kitchens.

Fresh and vibrant colours are in. "Lime green, black currant and berry branch are high-gloss

laminates," adds Dodeja. Depending on your budget, one gets to choose the outer material,

ranging from medium density fibre, marine ply, matte finish, high-gloss finish, texture or fabric

finish. For a luxurious look and feel, one can go in for the higher-range lacquered finish or the

German acrylic finish. The number and type of drawers, special cabinets and space-effective

modules strictly depend on the budget and space.

"Kitchen is truly the heart of the home and the wall between the living room and kitchen is

breaking with this concept," says Sanjeev Wadhwa, country manager, Fisher & Paykel. "The

trend of premium or luxury appliances is growing and is catching up fast, with global exposure

and more and more imported modular-kitchen brands coming to India. There is also a growing

interest of consumers who want a seamless 'living and cooking' space, making the kitchen more

fun and friendly. The focus is on functionality and ergonomics, and the main areas of

development are energy efficiency, green technology and sustainability, with a tinge of never-

before used colours and combinations," he points out.

 REASEARCH METHODOLOGY

Research is an art of scientific investigation. It is defined as A careful investigation or enquiry

especially through search for new facts in any branch of knowledge.

According to Clifford woody research comprises defining and redefining

problems, formulating hypothesis.

D.Slesinger and M.Stephension in the Encyclopedia of social sciences define

research as the manipulation of things, concepts or symbols for the purpose of generalizing to

extend, correct or verify knowledge , whether that knowledge aids in construction of theory or in

the practice of an art.

According to John W.Best Research is the systematic and objective analysis

and recording of controlled observation that may lead to development of generalization,

principles or theories resulting prediction and possibly ultimate control of events.

Objectives of research (Meaning)

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with

this object in view are termed as exploratory or formulative research studies).

2. To portray accurately the characteristics of a particular individual, situation or a group

(studies with this object in view are known as descriptive research studies).

3. To determine the frequency with which something occurs or with which it is associated

with something else (studies with this object in view are known as diagnostic research

studies).
Types of research

Descriptive

Analytical

Applied

Fundamental

Quantitative

Qualitative

RESEARCH PROCESS

Research process consists of series of actions or steps of actions or steps necessary to

effectively carry out and the desired sequencing of these steps

The study incorporated a research to find out the various kinds of brands used by the various

modular kitchen companies, the delivery time and the average cost of the kitchen. This research

was preliminary and aimed to serve as a starting point for further marketing strategies to be

pursued by the company. The research was exploratory in nature with the objective to gain

insights regarding the main factors for further targeting their marketing campaigns.

Research Method-Primary & Secondary Method

The information contained in this report is based upon both primary and secondary sources.

Primary research included interviews with kitchen hoods manufacturers, channel partners, and

consumers. Secondary research included an exhaustive search of relevant publications like

newspapers, websites, and proprietary databases.

Field Work

The researcher visited the various stores of Modular kitchen in Gurgaon including all the major

players and local players of modular kitchen. This research helped the researcher to understand

the various types of brands being used for the different components of the modular kitchen such

as brands for type of wood being used, the hinges, the average cost of the kitchen, the warranty

being provided for the overall kitchen

 Limitations/ Challenges faced

Limited Time:- All the dealers and retailers were not covered because of constraints of

time.

Biasness in Response:- Respondent unwillingness to provide adequate information were

consequent upon time constraints and personal inconveniences.

Biasness in the responses: The answers provided by the respondents suffer

from biasness.

Limited Resources

Restricted Area
 RANGE OF PRODUCT

Life+Plus Cooler

JETWIND

Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads Very large air throw

BOSS

Large Tank Capacity of 100 Ltr.

TROPHY

Large Tank Capacity of 120 Ltr.

3 side Honeycomb Pads

TOUGHY

Large Tank Capacity of 150 Ltr.

1 side Honeycomb Pads

30 Commercial Air Cooler

MARIA

Tank Capacity - 60Ltr.

3 side Honeycomb Pads Large Ice Chamber

LYKA

Compact Design

Tank Capacity - 30Ltr.

MAESTRO

Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads Ice Chamber Available

KING

Large Tank Capacity of 92Ltr.

3 side Honeycomb Pads

Inverter Operated
Life+Plus Chimneys

CLOUD 60

Movable Filter glass proving as its name.

60cm. gorgeous hood with toughened glass.

Smooth Touch Panel.

LED lights to focus on your gas hob.

CLOUD 90

Movable Filter glass proving as its name.

CLOUD CAM

90cm. Slant-shaped glass hood

Movable glass to assist heavy suction

Beautiful Touch Screen Panel with camera screen

to assist panoramic view.

Suction Power - 1200m3/hr.

VENUS - B.K

Hood Shaped model suit decor.

 Life+Plus R.O Systems

MOON UNDER SINK

10 Ltr. Water Storage.

Traditional wall mounting

Swan

9 Ltr. Water Storage.

Primary Fully Automatic

RO+U.V.+U.F. Technology
Peacock

Cute Looking

15 Ltr. Water Storage.

Fully Automatic Wall Mounting

RO+U.V.+U.F. Technology

sliver king

9 Ltr. Water Storage.

Beautiful of the Decor.

 Some Major Players in the Home Appliances segment in India

1.
The LG Corp is South Korea's second largest conglomerate that
produces electronics, chemicals, and telecommunications
products and operates subsidiaries like LG Electronics, LG
Display, LG Telecom and LG Chem in over 80 countries
Home appliances
The Home Appliances division makes products like refrigerators and washing machines. Its
2007 sales totaled KRW 11.8 trillion, accounting for 29% of the company's total revenue. The
division's profit was KRW 717.1 billion. About 35% of the company's home appliance revenue
comes from the North American market.It is also in to Mobile phones,Vacuum cleaners.

2.

Samsung Electronics is the world's largest electronics

company with 2009 revenue of $117.4 billion,[3][6][7][8]
headquartered in Samsung Town, Seoul, South Korea.[1][2] It
is the largest South Korean company and the flagship
subsidiary of the Samsung Group.Samsung Electronics has
achieved significant market share in the global market for more
than 60 products.

Products of SAMSUNG-

Samsung mobile phones- GSM, CDMA

Samsung Home Appliances- Washing Machine, Refrigerators, Microwave Oven, Air
Conditioners
Samsung T.V., DVD player, Audio Systems, Home theatre, Digital camera
IT Products- Monitors, Hard disk, CD/DVD ROM/Writer, CCTV, Lazer camera etc.
 3.
Videocon is an industrial conglomerate with
interests all over the world and based in India. The
group has 17 manufacturing sites in India and plants
in China, Poland, Italy and Mexico. It is also the
third largest picture tube manufacturer in the world.

Consumer electronics
In India the group sells consumer products like Colour Televisions, Washing Machines, Air
Conditioners, Refrigerators, Microwave ovens and many other home appliances, selling them
through a Multi-Brand strategy with the largest sales and service network in India [4]. Videocon
Group brands include Akai, Electrolux, Hyundai, Kelvinator, Kenstar, Kenwood, Next, PlanetM,
Sansui, Toshibha, Philips (TV Products) etc
The Videocon group has an annual turnover of US$ 4.1 billion, making it one of the largest
consumer electronic and home appliance companies in India. Since 1998, it has expanded its
operations globally, especially in the Middle East.
 DATA ANALYSIS

Sample size=160

Awareness about the products of LIFE PLUS

Awareness No. of respondents Percentage

Yes 34 21%

No 126 79%

Awareness
21%
Yes
No
79%

Out of 160 people only 34 were aware about the products of LIFE PLUS and the rest 126 were

not fully aware about it. The persons who were aware had an average monthly income of

Rs.30000 and above. They were mainly belonging to higher affluent group who have a luxurious

life style. They were mainly working personnels, professionals, businessmen etc.
Need of the Chimneysz

Need of Chimneys No of Person Percentage

Yes 58 36%

No 83 52%

Cant not say 19 12%

Need
Can't say
Yes
12%
36%

No
52%

Out of 160 customers 58 gave positive response that a dishwasher will reduce human effort, save

time, reduce cost and it would be hygienic. And the rest wanted to do their work manually.
Barrier/ factors affecting while purchase Chimneys

Barrier No of Person Percentage

Cost of Machine 61 38%

Electricity & 32 20%

Maintenance

Hardness of Water 11 7%

Awareness 46 29%

Convenience 10 6%

Convenience
Barrier
6%
Cost of the
Awareness machine
29% 38%

Electricity &
Hardness of maintenance
water cost
7% 20%

From this Pie chart we can clearly observe that 38% of the respondents were concerned about the

cost of the machine which starts from Rs.25000 of any brand, 29% were not fully aware about

the product, 20% were concerned about high electricity and maintenance cost, 7% were

concerned about the hardness of water and rest 6% felt that it more convenient to use manpower
instead of a machine. So the above are barriers which kept the customers from buying a

Chimeys.

Users of RO system

Using No of respondents Percentage

Yes 13 8%

No 147 92%

User, 8%

Non user,
92%

From above chart it is interpret that in the sample size of 160 there is only 13 (8%) users of RO

system and rest are non users.

Dimensions which considered while purchase

Dimension No of Person Percentage

Safety 15 9%

Durability 13 8%

Cleanliness 86 54%

Convenience 21 13%

After sales service 25 16%

100
80
60 86
40
20 15 13 21 25
0

Dimensions

As per the graph most of the respondents preferred cleanliness i.e.86 out of 160 ,then after sales

service i.e.25 ,Convenience i.e.21,safety i.e.15 and finally durability i.e.13.These are the

dimensions which the customer has in his/her mind while or before buying a RO system.
Customer preference of brand for purchase in future

Customer Preference No of Person Percentage

LG 30 19%

Haier 21 13%

LIFE PLUS 96 60%

Others 13 8%

Brand preference
80%
60%
40%
20%
0%
LG Haier IFB Any other
Brand preference 19% 13% 60% 8%

Out of 160 respondents 60% have shown interest in purchasing dishwasher of IFB, 19% of LG,

13% of Haier and rest 8% of other brands.

 Findings:-

After this survey it is found out few facts from the respondents that:-

Due to the less awareness the machine is not in use, there is less users of Chimneys.

Most of the customers not willing to install this machine which will consume electricity

resulting in high electricity bill.

As the price of the machine starts from Rs.25000,so it not under the budget of most of

the customers

Few of them also said that after installing they have to spend extra money on its running

and maintenance.
 Key Learnings

Communication Skills Learned to communicate with various Retailers in the market.

Practical Knowledge Learned how to deal with the retailers in terms of sale.

Experience - Got experience while working with experienced sales leaders and how to deal

with various problems occurring during the project.

Suggestions/ Recommendations

The various suggestions that we would like to give are as follows:-

The brand promotional techniques like canopies, activities, free service camps, stage
shows etc. should be done more regularly to improve brand awareness .

With the BTL, Above the line (ATL) activity also should be done to increase the
awareness as well as to retain the maximum customers.

Form new dealers to increase availability of LIFE PLUS products at various places in
New Delhi.

Brand promotional initiatives like personal relation, direct contact with customers using
distribution channel should be done.

Improve the ambience and POP in the stores having IFBS product so that the customers
mind can captured and sales can be promoted.
 QUESTIONAIRRE

Your Name:-..

Location:-.

Contact Details-

Phone/Mobile no-

E-mail id-

1) Your age?
(a) 20-30years (b) 31-40years (c) 40years and above

2) Gender
(a) Male (b) Female

3) Your income (in rupees)?

(a) 0-15000 (b) 15001-30000 (c) 30000 and above

4) Are you aware of the LIFE+PLUS?

(a) Yes (b) No

5) From where did you get information about LIFE+PLUS?

(a) Magazine (b) Newspaper (c) Television
(d) Other Please specify __________________________________

6) Do you use LIFE+PLUS products?

(a) Yes (b) No

7) Are you satisfied with the existing product?

(a) Very satisfied (b) somewhat satisfied (c) not satisfied

8) On what dimensions would you like to use a RO system?

(a) Safety (b) Durability (c) Cleanliness
(d) Convenience (e) After sales service
 9) How much do you feel RO system compliments your lifestyle, social,
cultural and psychological need?
(a) 100-75% (b) 75-50% (c) 50-25% (d) 25-0%

10) If you wish to purchase a chimney then which company will you like
most?
(a) Haier (b) Whirlpool (c) LIFE PLUS
(d) any other brand please specify..

11) What is your opinion about the chimneys of LIFE PLUS?

Answer:-

12)Any suggestions please..

.
 BIBLOGRAPHY

http://articles.economictimes.indiatimes.com/2012-02-25/news/31099855_1_kitchen-
appliances-modular-kitchen-cabinets

https://www.merar.com/meeting-place/india/construction-engineering-
architecture/seeking-investors-for-modular-kitchen-business-in-india/

http://www.free-press-release.com/news-indian-modular-kitchen-market-witnessing-
enormous-growth-1391682142.html

http://www.franchiseindia.com/magazine/2008/april/Advent-of-modular-kitchens_38-2-
2/

http://www.thehindubusinessline.com/industry-and-economy/real-estate/modular-
kitchens-make-a-statement/article5379653.ece

http://www.hindu.com/pp/2005/09/11/stories/2005091100140300.htm