Iip Project On Cease Fire

On
Market Analysis and Competitors Analysis of Fire Extinguisher
Submitted To:by:Prof. Rupesh Kumar Sinha Mentor (Asst. professor) IFIM Business School
Submitted Chandradeep Dubey PGDM Batch: - 2008-10
IIP REPORT Business School
IFIM
Bangalore
A study on
Market Analysis and Competitors Analysis of Fire Extinguisher
AT Ceasefire Industries Ltd. BY

Chandradeep Dubey SECTION-A PGDM
A Report Submitted In Partial Fulfilment Of The Requirement of PGDM (2008-2010)
IFIM BUSINESS SCHOOL

BANGALORE Under the Guidance of,
2 |C r e a t e d b y : C h a n d r a d e e p d u b e y ( B A T C H - 0 8 - 1 0 )
IFIM
External Guide: Mr. Tino Jose
Internal Guide: Prof. Rupesh Kumar Sinha
DECLARATION
I, ______________________
hereby declare that the project report
entitled Market Analysis and Competitors Analysis of Fire Extinguisher Under the guidance of Prof. Rupesh Kumar Sinha submitted in partial fulfilment of the requirements of INSTITUTE OF FINANCE & INTERNATIONAL MANAGEMENT.
The project or any part of it has not been previous submitted for any degree.
Date:- ...............................
Chandradeep Dubey
IFIM
Place:- ...............................
PGDM (2008-10)
ACKNOWLEDGEMENT
Before getting into the theme of the IIP project provided to me, I would like to add a few words of gratitude for the people who were part of this project in numerous ways, people who provide an unending support right from the stage, the idea was conceived. IIP PROJECT is an important part of the Post Graduate Degree in Business Management program and I would like to express my heartfelt gratitude towards CEASEFIRE Industries Ltd. for giving me this opportunity. These projects would not have been possible without the help and guidance of my industry guide Mr. Tino Jose (Sen. Territory Manager). I am also grateful to all staff members for the co-operation.
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I acknowledge with sincere thanks Mr. Rupesh Kumar Sinha, my project guide, for his constant advice, constructive criticism, able guidance, constant encouragement and the right amount of personal touch, which enable the project in its present state. I would also like to thank my Parents, my friends and my colleagues who directly or indirectly were the constant source of inspiration and support which lead to successful completion of this report. Last but not the least I would thank almighty for showering his blessings and helping me at each step.
Table Of Contents
Chapter Number Topic Page Number
CHAPTER 1
General Introduction 8
Introduction to the study

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9 Background to the study 10 CHAPTER 2 Introduction to the problem 14
Title of the study
14
Statement of the problem Objective of the study Scope of the study Limitation of the study CHAPTER 3 Company profile
14 15 15 16 17
History of Ceasefire Organizational departments chart
17 and 21
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Products/services profile
22
Chapter Number CHAPTER 4
Topic
Page Number 35
Review of Literature
Operational definitions
35
Literature review
37
Theories study
applicable
to
the 40
CHAPTER 5
Research Methodology
45
Qualitative Analysis
45
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Sampling
45
Tools for data collection Field work
46
46
Methods of data Analysis
46
CHAPTER 6
Data Analysis
47
48
Primary Data Analysis
Chapter Number
Topic
Page Number
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CHAPTER 7
SWOT Analysis
59
Summary of findings
60 61
Suggestions and recommendations Conclusion
CHAPTER 8
62
References Annexure
63 64
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Chapter-1 General Introduction Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz Engineer. At that time it basically deals in the domestic market. The first extinguisher that was introduced was Halon 500gm. Then in 1993 MAP extinguisher was developed in order to penetrate into the commercial and industrial segment. It ranges 1.2.and 5 kg. Then they came off with security division which has video door phone, security panel and CCTV in the month 2006. In 2008 they started the detection division which has a variety of products like sprinkler, wired detector. In 2009 they are focusing on the residential division and finally came up with 4 colure gassy detector of 500gm which would also enhance the beauty of the interiors. The company is the major leading player in the fire safety products.
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The company has also come up with stand alone detectors like CFR-SD-DT, CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector. The Ceasefire Industries Ltd. has a very good relation building with the foreign Brand Hochiki and Visonic.
Introduction to the study Ceasefire launched its range of domestic fire extinguisher a few decades ago, created a new market altogether, dominated it, and in a few short years was named one of the top 10 marketing successes of the decade, alongside stalwarts like Levers and Colgate. Today, Ceasefire spans home, commercial and industrial fire safety and creates a new customer every 15 minutes. Such rapid growth demand exceptional service delivery. Its sales and services network reaches out to 300 cities and towns across India, and a dedicated toll free helpline is accessible 24/7. With a clear leadership position in every possible area of fire protection, ceasefire is moving aggressively into an enhanced product range.
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The launch of new fire fighting products such as heavy-duty Monnex Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion Properties (ODP) and a number of other high capacity extinguishers will ensure that Ceasefire extinguisher will ensure that Ceasefire retains in the countrys fire protection market. In addition, products from our Home Safety Division are already making their presence felt in the market. The gas leak detector, smoke detector and 650gm/1kg designer fire extinguisher that make up this range give us the first movers advantage over the competition.
Background to the study:Fire is a deadly force. It kills thousands every year. Strikes a home or an office every twenty minute. Causes lakhs worth of damage every single day. When you are faced with powerful enemy such as this, you need a potent arsenal. A range of weapons engineered at the very edge technology. Ceasefire, the name that has been synonymous with fire safety, now brings a basket of range of products.
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Combustion is a chemical reaction in which a fuel is rapidly oxidized. Three things are required to sustain a fire:
Oxygen (more properly, an oxidizing agent) Fuel (a reducing agent) Heat Therefore, to kill a fire, you must deny the fire one or more of these three things. You may: Exclude oxygen from the fire. Remove the fuel on which the fire is feeding. Lower the temperature.
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Types of Fires:There are four classes of fires, categorized according to the kind of material that is burning. For the first three classes of fires, there are two sets of colour- coded icons in common use. One or both kinds of icons appear on most fire extinguishers to indicate the kind of fire against which the unit is intended to be used. There is only one icon used to indicate the fourth (class D) kind of fire. Class D fires involve uncommon materials and occur in fairly specialized situations. Note that any given fire can fall into more than one class; a fire that involves both burning paper and kitchen grease would be a class AB fire. Class A fires are those fuelled by materials that, when they burn, leave a residue in the form of ash, such as paper, wood, cloth, rubber, and certain plastics.
Class B fires involve flammable liquids and gasses, such as gasoline, paint thinner, kitchen grease, propane, and acetylene. Fires that involve energized electrical wiring or equipment (motors, computers, panel boxes) are Class C fires. Note that if the electricity to the equipment is cut, a
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Class C fire becomes one of the other three types of fires. Class D fires involve exotic metals, such as magnesium, sodium, titanium, and certain organ metallic compounds such as alkyl lithium and Grignard reagents Stages of fire:There are three stages of fire:Stage 1:- IGNITION At this stage, the fire is relatively small. But unless controlled swiftly, it will spread and grow, increasingly rapidly. This is the only stage at which a fire extinguisher can be safety used.
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Stage 2:- CRITICAL At this stage, fire begins to move rapidly over large areas, and large volumes of extinguishing agent are necessary to fight the growing fire. At this point, only sophisticated sprinkler system can be used. Stage 3:- BLAZE At this stage, the fire is out of control and could require 1000s of litres (kgs) of fire extinguisher agent. Only the fire brigade can have any chance of putting out of fire at the Blaze Stage.
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Chapter-2 Introduction to the Problem Title of the study:Market Analysis and Competitors Analysis of Fire Extinguisher Statement of the problem: Ceasefire Company is a No. 1 leading company in fire extinguisher. This Company is providing services in the market from the last 2 decades. This company provides a basket of products to the consumers. With the help of research and development, company is providing different- different types of extinguisher, which works on different- different types of fires.
This Sector is too much unorganized.
There is not any proper channel of marketing. This industry is totally depending on direct marketing. Most of the companies are not providing the appropriate information about the fire. Most of the persons are not having a sound knowledge of fire and types of fire extinguisher.
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Government rules, norms and regulations.
Objectives of the Study: To understand about the company To understand about the companys products and services To understand about the strategies of companies as well as competitors To understand about the organizational structure of the company To understand about the sales and distribution of the company To access the current demand of companies product in the existing products Scope of the study: Direct marketing plays a vital role in the business development of ceasefire Industries in India. To understand the customer behaviour of buying pattern of fire extinguisher. What is the main strategy is adopted by the competitors to increase the sales.
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The project also includes the brand equity and awareness levels of ceasefire products among the target group and measures to increase the Brand Recall on Top Of the Minds of the Customers. My main aim of the study, understands the process of Direct Marketing at Ceasefire industries to make it more effective and efficient.
Limitations of the study: Due to confidentiality rules in the company I am able to produce only indicative figures of the research made to recognize the solution to the problem.

Most of the data is taken from the company site and from the mentor. Unable to get competitors details
Study is totally one-sided. Scope of the study is limited as it is mainly concern for the fulfilment of academic purpose and companys requirement.
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Chapter-3 Company Profile History of the Company: Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz Engineer. At that time it basically deals in the domestic market. The first extinguisher that was introduced was Halon 500gm. Then in 1993 MAP extinguisher was developed in order to penetrate into the commercial and industrial segment. It ranges 1.2.and 5 kg. Then they came off with security division which has video door phone, security panel and CCTV in the month 2006. In 2008 they started the detection division which has a variety of products like sprinkler, wired detector. In 2009 they are focusing on the residential division and finally came up with 4 colure gassy detector of 500gm which would also enhance the beauty
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of the interiors. The company is the major leading player in the fire safety products. Ceasefire is committed to its premium quality ever since its inception in September 1989. In the past 20 years Ceasefire has been constantly inspired by innovation and excellence, thereby ensuring convenience and quality to its customers. It is backed with two technologically advanced manufacturing units at Dehradun. Due to our commitment to quality and innovation, Ceasefire is honoured with a comprehensive market share in the voluntary segment. All Ceasefire products are backed by a committed after-sales service, in order to ensure that we are never far from our customers reach, whenever they need us. With the approvals of ISI, Conformity European (CE) and Underwriters Laboratories (UL) Ceasefire products are really agreed to be of world-class quality and of utmost reliability. Ceasefire Industries Limited has been conferred the ISO 9001:2000 certification assuring you the best products and services available in India today. The company has also come up with stand alone detectors like CFR-SD-DT, CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector. The Ceasefire Industries Ltd. has a very good relation building with the foreign Brand Hochiki and Visonic.
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Ceasefire launched its range of domestic fire extinguisher a few decades ago, created a new market altogether, dominated it, and in a few short years was named one of the top 10 marketing successes of the decade, alongside stalwarts like Levers and Colgate. Today, Ceasefire spans home, commercial and industrial fire safety and creates a new customer every 15 minutes. Such rapid growth demand exceptional service delivery. Its sales and services network reaches out to 300 cities and towns across India, and a dedicated toll free helpline is accessible 24/7. With a clear leadership position in every possible area of fire protection, ceasefire is moving aggressively into an enhanced product range. The launch of new fire fighting products such as heavy-duty Monnex Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion Properties (ODP) and a number of other high capacity extinguishers will ensure that Ceasefire extinguisher will ensure that Ceasefire retains in the countrys fire protection market. In addition, products from our Home Safety Division are already making their presence felt in the market. The gas leak detector, smoke detector and
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650gm/1kg designer fire extinguisher that make up this range give us the first movers advantage over the competition.
VISION: To be the No. 1fire extinguisher in the Indian Industry Our AIM Our main aim is to ensure that our customer is safe from the occurrence of and destruction due to fire.
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Thats why we offer a wide range of products and services that enable the prevention and cure of fire. Our range of products includes Portable Fire Extinguishers, Smoke Detectors and Escape Signages. We are in the process of rolling out another series of world-class fire safety solutions, including modular fire extinguishers, paneled and wireless smoke detectors, ABC type extinguishers with better grading etc. All this is with the sole intention to serve our valued clients better. STRATEGY: Easy snap safety seal State-of-the-art pressure gauge Controllable discharge system Instalert
EPDM rubber pipe
5 years warranty
Organizational chart CEO

PRESIDENT
VICE-PRESIDENT
GENERAL MANAGER
IIP REPORT
REGINOAL MANAGER
Business School
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BRANCH MANAGER
TERITORY MANAGER
FRONT LINERS
There are four Regional Managers for four different zones. Ceasefire Industries Ltd. has divided our country into four zones: South, North, East and South and has allotted different regional manager. All regional managers ultimately report to General Manager. Each branch in a city/place has a HOL, who handles the whole branch and all Territory Managers and Front liners report to him.
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Ceasefire Products and Services Ceasefire is present in almost all the areas of fire safety, namely, Prevention, Detection, Fire Fighting and Escape. Prevention: Prevention is always better than cure. To prevent the occurrence of fire in our clients' premises, we provide a comprehensive training package aimed at helping laymen understand what fire is and act logically and sensibly in the event of fire. We also provide a comprehensive Annual Maintenance Contract (AMC) to our clients to maintain their fire safety equipments in their peak performance.
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Ceasefire has designed a comprehensive training package to keep our clients prepared to fight the fire. The training is conducted in the form of four modules ideally spread over a year. Detection: In this area Ceasefire has in offer Panel Smoke Detectors with wireless technology. We also provide Stand-alone Smoke Detectors. Wireless SDs with interconnectivity means that our clients' premises are completely protected against fire, at the same time zero wiring is required. Normally, if Smoke Detectors are to be installed in a built up area, the roof need to be chipped for
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wiring purposes. So also, there are high chances for the wiring to be cut thereby rendering the smoke detectors completely useless. Fire Fighting: In fire fighting, we have some of the most powerful and most effective equipments presently available in India. The ABC range with SKUs of 2 Kg, 5 Kg, 10 Kg, 25Kg, 50 Kg, and 75 Kg along with the Power Series or the MAP 90 ensures that the capital investment is completely protected against fire. We also provide Clean Agents with SKUs 2 Kg, 4 Kg and 6Kg. This happens to be most effective Clean Agent presently available in the market. Another product in offer is the Ceiling Mounted fire extinguisher 5 Kg & 10 Kg, with either powder-based extinguishing agent or clean agent, as the requirement might be. This type of fire extinguisher is automatically activated in case of a rise in temperature in the immediate surroundings. Escape Systems: Escape systems are most essential for safety of the employees working in the organization, since there could be fires that cannot be controlled with portable fire extinguishers. In such cases, the greatest concern will be the safe evacuation of the manpower. For this, we provide, Escape Signage made of fire retardant materials and glows in the dark for a long duration. Escape tapes
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to highlight escape routes are also in offer. Escape Gear for trapped people to escape from the fire. This is also known as Ideal fire protection, it consists of: - Prevention, Detection, Fire fighting and Escape system. Ceasefire company is also makes the product for the home as well as industry sector. Each sector is having different characteristics of fire. After seeing the fire types we are going to decide the ideal fire protection for that building.
Home safety products Your home is where your loved ones live. It is a place that is most treasured by you. Yet, it is also the place that is most vulnerable to threat from fire. As many statistics will prove, fires cause more damage to homes than any other calamity, every day. Here is a range of products that will ensure that not only your home, but also the people who live in it are safe, always. DETECTION: - 1) Gas Leak detector 2) Smoke detector
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Gas leak detector In most houses, the kitchen is where the fire starts. Knowing the cause of the fire is essential to fighting it the right way. This is where Ceasefire Home Safety's Gas Leak Detector comes in. In a response time of less than 30 seconds, it will alert you of the slightest gas leak and give your enough time to shut the gas valve, open all windows and prevent a potentially dangerous fire from breaking out. With a detection range of 6 metres, and an operating temperature of 0 to 55 degrees Celsius, this detector can be installed right in the kitchen (2-4 metres away from hot appliances). Its response time of less than 30 seconds ensures that you are alerted of the smallest gas leak well in time. It has the ability to detect both, LPG and natural gas. Its sensor life is (approximately) greater than five years. This takes care of your maintenance problems.. Smoke detector The Ceasefire Home Safety Smoke Detectors with their dual chamber ionization sensor technology will give you continuous protection. They will warn you against any potential fires. They have a loud (85 db) alarm which will guarantee that you are alerted of a possible fire even if it is very late at night. A
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built in escape light, on the ILE provides a critical light source in the event of a power failure. An independent 9 volt power supply and a low battery warning system ensure that the detectors are always in working condition. Designer Fire Extinguishers Fire spreads faster than you can imagine. If unchecked, it can turn into a blaze in just a few minutes. And once fire has grown past a point, even the most powerful extinguisher is futile against it. It is therefore critical to fight the fire as quickly as possible. You need an extinguisher that is compact, lightweight and can be activated in seconds. Every Ceasefire extinguisher is engineered to deliver the maximum possible speed and power, be extremely easy to use and, most importantly, be utterly reliable. To reinforce the reliability factor, these extinguishers come with a 5year guarantee, so you know they will work when you need them to. Add to it an added element of design and you have a designer fire engine in your hand. ABC powder The 650 gm and 1 kg powder agent fire extinguishers will ensure that you are fully equipped to fight a home fire, if there should be one. Ceasefire Home
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Safety Powder Agent Extinguishers are easier to use than others because of their lightweight 'point and shoot' design. The powder agent's quick action will save you those vital few minutes in which a small spark in some corner of your house can turn into an uncontrollable blaze. Clean agent The protection of your house must not come at the cost of your high value assets. The Ceasefire Home Safety Clean Agent Extinguisher protects your home and electronic equipment because it doesn't leave any residue, no powder, and no mess. Just stops fire dead. INDUSTRIAL SAFETY Prevention system To fight and defeat a fire at your workplace, you need to take two important steps. First, you need to be armed with the knowledge of how to prevent a fire. And second, you need a 100% reliable maintenance system for your equipment. Ceasefire presents just such a comprehensive prevention system. Operation Ceasefire: Training
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A lack of training is your biggest fire risk. Of the many thousands of offices, shops and factories that were gutted by fire last year, more than half probably had fire extinguishers installed. The reason for this rather shocking statistic is that even the most advanced fire fighting equipment is greatly hampered when the user is untrained. Which is why it is legally mandatory in countries like the US and UK for commercial establishments to conduct regular fire safety training programmes for their employees. AMC The only people who are truly qualified to maintain your Ceasefire fire extinguishers and smoke detectors are those who have designed and built them. Ceasefire's Maintenance Programme is executed by a team of qualified professionals who have years of experience. Buying equipment from Ceasefire and then getting it serviced from a third party is like buying life saving equipment from a trusted manufacturer and then leaving its maintenance to a street-corner electrician. Under Ceasefire's Comprehensive Maintenance Programme, our engineers visit your premises once a quarter to conduct a series of checks on all the fire safety products on your premises.
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Maintenance for Ceasefire's smoke detection and security systems are no less robust. Equipped with state of the art equipment, the Ceasefire range allows for easy on-site maintenance. Thus we ensure that the level of quality and trust we inspire with our products is carried on to yet another level. Fire Extinguishers: Special features Easy Snap Safety Seal A safety seal that can be broken in seconds and is yet completely tamper-proof. So simple that even a child could snap it open in seconds. State-of-the-art Pressure Gauge A pressure gauge that is the worlds smallest and is yet remarkably easy to read. It is the only pressure gauge that can be tested, onsite, using a special magnet to ensure that it is working perfectly and is 100% accurate. Controllable Discharge Mechanism A simple squeeze grip activation mechanism, allows you to control the discharge and optimize use of the extinguishing agent. Instalert
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A unique fire alarm that sounds the second you pick up the extinguisher! Built into the extinguisher bracket, the patented Instalert System acts both as an instant fire alarm as well as a theft deterrent EPDM Rubber Hosepipe Superior grade EPDM rubber is far more flexible than the normal rubber used in most hosepipes. EPDM is also far less prone to cracks. 5 Year Warranty Ceasefires entire range of ABC and Clean Agent extinguishers come with an unbeatable 5 year warranty World Class Quality Control System Virtually every Ceasefire extinguisher comes with ISO 9001 and CE certification, and conforms to ISI standards. CEASEFIRE Products list of fire extinguisher CEASE FIRE product Range Map 90 Map 90 Map 90 2 kg 5 kg 10 kg pressur e agent N2 N2 N2
Varity Powder
classes A,B,C & ESF A,B,C & ESF A,B,C & ESF
warranty 5 Years 5 Years 5 Years
prices 3750 5580 8160
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Map 90 Map 90 Map 90 Monnex Monnex Monnex

Varity CEASE FIRE product
HCFC 123 HCFC 123 HCFC 123 HFC 236 HFC 236 HFC 236 HFC 236 CO2 CO2 CO2 CO2 Water Water Water Foam Foam Map 90 Map 90 HFC 236 HFC 236
25 kg 50 kg 75 kg 1 kg 2 kg 4 kg
Range
2 kg 4 kg 6 kg 2 kg 4 kg 6 kg 9 kg 2 kg 4.5 kg 6.5 kg 22.5 kg 9 lt. 50 lt. 9 lt. 50 lt. 5 kg 10 kg 5 kg 10 kg
A,B,C & ESF A,B,C & ESF A,B,C & ESF B&C B&C B&C
classes
A,B,C & ESF A,B,C & ESF A,B,C & ESF A,B,C & ESF A,B,C & ESF A,B,C & ESF A,B,C & ESF B,C & ESF B,C & ESF B,C & ESF B,C & ESF A A A&B A&B A,B,C A,B,C A,B,C & ESF A,B,C & ESF
C02 C02 C02 N2 N2 N2

pressure agent
N2 N2 N2 N2 N2 N2 N2 SELF SELF SELF SELF N2 C02 N2 C02 N2 N2 N2 N2
1 year 1 year 1 year 5 Years 5 Years 5 Years

warranty
5 Years 5 Years 5 Years 5 Years 5 Years 5 Years 5 Years 1 year 1 year 1 year 1 year 1 year 1 year 1 year 1 year 5 Years 5 Years 5 Years 5 Years
27000 45000 60000 4500 7500 12600

prices
9900 18600 26700 13500 24000 33900 42000 6600 9300 12600 36000 3900 21000 4200 24000 6000 9300 32100 51300
Clean agent
Foam
Ceiling Mounted
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Escape: The last thing you need in a panic situation is pitch darkness. Within seconds of a fire starting the first thing that usually happens is a breakdown of the power supply to the premises. With no light source and dense toxic smoke filling the air, most people will panic and find it difficult to get out of the premises safety.
The advantages of having Ceasefire products
All our ABC, Clean Agent, Monnex & Ceiling Mounted Type
Extinguishers come with a five-year warranty. CO2 extinguishers come with a one-year warranty.
Unlike other players in the market, there is no need to refill the
extinguishers periodically.
Absolutely zero maintenance required for the extinguishers during
warranty period.
Dedicated service team at the beck and call of customers.
Training on fire safety to the concerned people in the organization.
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We provide each and every one of our clients with the essential training
on fighting a fire, better house-keeping so as to avoid any chance of fire, evacuation and post-fire. A GUARANTEED PERFORMANCE A Ceasefire Extinguisher isn't just assembled. It's engineered for perfection. Because an extinguisher is never tested until it is used in a life-and-death fire situation. And then, there's zero room for error. It must perform at full potential, to save a life.
Ceasefire's manufacturing processes and quality checks are far and away the most stringent in the country and on par with the highest standards worldwide. Virtually every Ceasefire extinguisher comes with ISO 9001 and CE certification, and conforms to ISI standards. Deep Drawing: Each ceasefire container is extruded from a single sheet of high grade iron, using hydraulic presses, which means only 30% seams, 70% less leak proof area. 8 Tank Process: Each container goes through 8 tanks of chemical treatment, for rust-proofing and cleaning.
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Powder filling: A fully mechanised powder filling process ensures just the right proportion of powder to pressure. Leak Test: A stringent 24 hour leak test detects minute traces of escaping gas. Helium Testing: This test detects miniscule amounts of nitrogen leakage in a vacuum chamber. Each container is helium. Tested: Each one that passes bears a certificate. Ceasefire's stringent standards extend to all its various product ranges. Ceasefire detection's range, for instance, is the result of extensive hardware and software product design and development. all products are extensively tested in the world's largest, purpose-built, state-of-the-art fire test laboratory to guarantee that even the largest scale designs are fully proven in real fire conditions. PRIORITY SERVICES Every 15 minutes Ceasefire creates one new customer. With such rapid growth exceptional service delivery becomes critical Our Sales and Service Network reaches out to 300 cities and towns across India through branches that are 100% computerized
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Ceasefire has also set up a dedicated toll free Helpline. This basically means were there for you, 7 days a week and 365 days in a year HELPLINE # 1800-11-3473 0120 - 422 - 3473 SMS FIRE TO 53030 Email: response@ceasefire.in
Chapter-4
Review of Literature
Operational definitions: Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz Engineer. At that time it basically deals in the domestic market. The first extinguisher that was introduced was Halon 500gm. Then in 1993 MAP extinguisher was
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developed in order to penetrate into the commercial and industrial segment. It ranges 1.2.and 5 kg. Then they came off with security division which has video door phone, security panel and CCTV in the month 2006. In 2008 they started the detection division which has a variety of products like sprinkler, wired detector. In 2009 they are focusing on the residential division and finally came up with 4 colure gassy detector of 500gm which would also enhance the beauty of the interiors. The company is the major leading player in the fire safety products. The manufacturing company of CEASEFIRE Industry is in Dehradun. In this Manufacturing unit Ceasefire extinguisher goes through various process. These are as below:
Deep Drawing: Each ceasefire container is extruded from a single sheet of high grade iron, using hydraulic presses, which means only 30% seams, 70% less leak proof area.
8 Tank Process: Each container goes through 8 tanks of chemical treatment, for rust-proofing and cleaning.
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Powder filling: A fully mechanised powder filling process ensures just the right proportion of powder to pressure.
Leak Test: A stringent 24 hour leak test detects minute traces of escaping gas.
Helium Testing: This test detects miniscule amounts of nitrogen leakage in a vacuum chamber. Each container is helium.
Tested: Each one that passes bears a certificate.
After completing these processes, all the fire extinguisher sends to the various locations all over the India. Company is having proper Inventory system in each region, to fulfil the demand of the customer on the time.
Literature review:
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Article:-1
Bangalore's Carlton Towers sealed, cases booked against owners IANS, Feb 24, 2010, 02.14pm IST BANGALORE: The charred Carlton Towers in Bangalore was sealed a day after a major fire broke out on Tuesday claiming nine lives and injuring about 50 people, a fire brigade official said Wednesday. "We have sealed the entire premises to investigate the cause of the fire and ascertain whether the seven-storey building had fire safety systems in place," Bangalore Fire Brigade director D.B. Chengappa told IANS. The police also booked cases of negligence and culpable homicide not amounting to murder against the building owners. "The government has ordered an inquiry in the fire mishap and directed the Bangalore Bruhat Mahanagara Palike (BBMP) to review fire safety measures in all high-rise buildings across the city," Chengappa said. Of the injured, seven are in the intensive care unit at the nearby Manipal Hospital and 15 are in the medical ward. The remaining were discharged earlier in the day. "No further casualties. Seven of the critically injured are being treated in the ICU while 15 others are under observation in the medical ward. Rest have been
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sent home," a hospital source said. Of the nine people who died, six were men and three were women.
Article:-2 Getting more direct; direct selling companies are embracing new channels of marketing and sales for enhanced credibility and higher growth. N. Madhavan. Business Today. New Delhi: Oct 4, 2009. Abstract (Summary) Amway, the largest direct seller in India with Rs 1,128 crore revenues (2008), is leading the change. It has already set up five experience centres one each in Bangalore, Pune, Kolkata, Delhi and Chennai. It will add 10 more in the next 12 months and over time upgrade all its 50 full-service centres across the country into experience centres. Swedish cosmetics seller Oriflame's flagship experience centre is located at Connaught Place in New Delhi and it plans to set up similar facilities across all its 12 branches in the country. The premium food storage major Tupperware prefers makeshift access points in traditional malls and market places across the country. Professor Mithileshwar Jha of IIMBangalore who also co-authored Marketing Management A South Asian Perspective with Philip Kotler, attributes this change to the eagerness of direct selling companies to reach customers through
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multiple channels. "Any company should help its customers do business with it in the simplest and easiest manner. If multiple channels of marketing are available to manage cost, tackle credibility and grow, why focus on just one? Getting wedded to a particular model could be fatal. He cites the case of Ceasefire Industries - a direct selling company that captured the imagination of the people with its domestic fire extinguisher product 'Ceasefire' in the early '90s. It lost a lot of opportunity when people did not know where to buy the product. Need for greater credibility and a faster pace of growth seem to be the underlying reason for this change. The direct selling model in India has been repeatedly misunderstood as a pyramid scheme so much so that IDSA has chosen "to make direct selling the most respected in India as its vision. "The experience centres give people a sense of comfort. They get a feeling of the company having a serious presence. Distributors feel reassured. The advertisements and resulting brand recall help people recognise direct selling as a legitimate channel, explains [William S. Pinckney]. Adds Jha: "If you are visible and if your visibility is authentic, that gives credibility.
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Theories applicable to the study:
SPANCO - Effective monitoring of the prospect to customer conversion process The selling process is a crucial factor for any business. Yet often, sales management is based on individual goodwill. Of course, goodwill is essential to achieving an objective, but it is not enough on its own. It has to be combined with the necessary factors for success, motivation, incentives, training, etc. not forgetting the methodology. In your company, like elsewhere, the sales process can be broken down into stages. Each of these stages is associated with a series of actions to be undertaken. By clearly identifying the stages in the sales process, you will be able to see the state of your portfolio of leads, so that at any moment, the salesperson (and their line management) can identify where and how to intervene in order to turn a lead into a customer.
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SPANCO stands for:

Suspect :- Definition of the target Prospect:- Identification of the lead Approach Analysis:Evaluation and qualification of requirements,
identification of the solution

Negotiation:- Negotiation process Closing:- Finalization of the order Order Ongoing: - Account follow-up (up and cross-selling, etc.) Order management and sales monitoring Although the SPANCO method offers visibility for each lead and progress at the various phases of the sales process, it also provides with an ongoing vision of the rate of sales activity in your company. SPANCO enables to display sales figures with KPI's (Key Performance Indicator) as well as to generate, manage and convert leads into customers. Areas of difficulty which may arise in terms
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of the various phases will be clearly highlighted, so that corrective action will be all the more effective and thus improve the performance of your sales department.
Market: It can be defined as place where the exchange of product takes place against offered price. However, defining market as a place in a way makes its meaning vague. Market can be defined as group of potential customer Marketing Marketing is human activity to satisfy human needs and wants, profitably. Marketing is much more than just promoting and selling of product. It about understanding customers needs and wants, assessing market demand for purposed offerings, and availing product/s in the market at right place, in right quantity, in right time. Goods and services:
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Physical goods constitute the bulk of most countries production and marketing efforts. Goods can be touched, sensed and whose volume can be measured in physical terms. On the other hand services are intangibles, which can be experienced but cannot be touched. Need, Want, Demand Needs are basic human requirements. Needs become wants, when they are directed to specific objects that might satisfy the need. Demands are wants for specific product backed by an ability to pay. Value You cannot ask customer about what they want, because by the time you are ready with some offerings satisfying aforesaid needs, customers need and want may change. So, satisfying customer is really an uphill task. So what marketer should focus upon is value. Value may be defined as anything that customer perceives as benefit in return of what he or she pays. Branding, Brand Identity and Brand Equity Branding is an act of creating distinct identification for a product. Brand identity may be defined as companys vision of the brand and its promise to customer. Creating brand equity is all about creating an emotional attachment
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with the product so that, customer whenever, needs a product buys only the same brand. Consumer A consumer is an individual who purchase or has the capacity to purchase goods and services offered for sale by marketing institutions in order to satisfy personal or household needs, wants or desires. According to a statement made by Mahatma Gandhi, consumer refers to the following, A consumer is the most important visitor on our premises. He is not dependent on us. We are dependent on him. He is not an outsider to our business. He is part of it. We are not doing him a favour by serving him. He is doing us a favour by giving us an opportunity to do so. So consumer is like the blood of our business and also a satisfied customer is a word of mouth advertisement of a product / services customer is a word of mouth advertisement of a product / services
Consumer satisfaction Every human being is a consumer of different produces. If there is no consumer, there is no business. Therefore, consumer satisfaction is very important to every business person. According to Philip Kotler consumer satisfaction is defined on, personal feeling of pleasure resulting from
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comparing a products pursued performance in relation to his /her expectations. Consumer attitude measurements are taken on either potential buries or existing clients buries in order to identify their characteristics. Why should the competent market engineer conduct consumer research? Consumers surveys can provide the researcher with a wealth of information, valuable of the marketing function.
Chapter-5 RESEARCH METHODOLOGY The research methodology, not only the research methods are but also consider the logic behind the methods. They are in the contest of our research studied.
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And explain why we are using a particular method or techniques and we are using others. Quantitative /Qualitative analysis The research methodology is quite based on responses from consumer, which was generated through questionnaire. The project is also based on responses from employees of the company. Most of data has been quantitatively analysed. Sampling The universe: Bangalore The sample size: A sample size of 200 customers was taken for the analysis part. A Questionnaire containing 11 questions, which includes the Awareness, Brand image, Reasons for having fire extinguisher, etc.
Tools for data collection Text books, articles from various websites happen to be sources of various secondary data. Primary data has been collected through the method of survey.
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A questionnaire was given to two hundred (200) samples for basically understanding the customer satisfaction on fire extinguisher. Field work I made a questionnaire for the primary data collection to know about the customer satisfaction. The questionnaires are filled up by two hundred responds. I must say that it was one of the most challenging but interesting
aspect of my project work. It was challenging because, there was of course language problem, and convincing or detailing retailers about new schemes and survey objective was real challenge. It was also a learning experience in other way. Methods of Data Analysis Statistical tools used for the analysis part of the project. With help of MS-excel and SPSS data collected through sample have been analysed. Pie charts and tables have been used to make data analysis lucid and direct.
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CHAPTER 6 DATA ANALYSIS Data analysis is a process of gathering, modelling, and transforming data with the goal of highlighting useful information, suggesting conclusion, and supporting decision making. Data analysis has multiple facets and approaches, encompassing diverse techniques under a verity of names, in different business, science, and social sciences domains. Data mining is a particular data analysis technique that focuses on modelling and knowledge discover for predictive rather than purely descriptive purpose. Business intelligence covers data analysis that relies heavily on aggregation, focusing on business information. In statistical applications, some people divide data analysis into Descriptive Statistics Exploratory data analysis, and Confirmatory analysis Techniques used for data analysis: Pie chart Bar chart
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Histogram Line chart Primary Data:-
Q.1 Do you have a Fire Extinguisher? Yes No
INTERPRETATION: Out of 200 samples only 180 (90%) customers are having the fire extinguisher and rest 20 (10%) are not having fire extinguisher. Through this data we can interpret that in spite of the Government rules and regulation they are not having.
Q.2 how would you consider the knowledge of Fire Safety in day to day life?
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Mandatory Requirement Not Essential
INTERPRETATION: From the above data we can infer that 45% customers want to have the knowledge of fire safety as a mandatory, where as only 40% and 15% customers want to have awareness of fire safety as a requirement and not essential respectively.
Q.3 what are your reasons for having a Fire Extinguisher? Government norms Company Norms Employee Safety Asset Safety
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Saving Tax If other, specify..............................
INTERPRETATION: Out of 200 samples, majority of them are having a fire extinguisher only for the Government norms i.e.33% and the remaining others have are having a fire extinguisher only for the company norms (22%), employee safety (17%), asset safety (22%) and 6% are having only for the saving the tax.
Q.4 how many times did you use yours fire extinguisher to protect yours asset from fire?

One time Two times Three times
Fourth times None
INTERPRETATION: Out of 200 samples only 180 customers are having the fire extinguisher, among
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180 only 30 customers used fire extinguisher for the one time, 20 and 10 customers used twice and thrice respectively. But out of 180 customers 120 customers never usages fire extinguisher.
Q.5 your Fire Extinguisher is a product of ---------------- Company? Ceasefire Usha Armor Unitex Minimax Others.......................................
INTERPRETATION: Out of 200 samples only 180 customers are having the fire extinguisher, among 180 only 33% customers used Ceasefire fire extinguisher. After Ceasefire, Minimax are having a 22.22% of market share, Usha Armor -16.66%, Unitex11.11% market shares. Rest of the 16.66% are having the others company fire extinguisher.
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Q.6 your reasons for choosing that particular brand of fire extinguishers are: price Quality Services Availability
INTERPRETATION: From this graph we can analysis that Ceasefire extinguishers are more popular in the market only for its quality. Due to its high price customer are more switching to others brand?
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Q. 7 How long have you been using this brand of fire extinguishers?
< 6 months
6 months 1 year 1 2 years 2 3 years >3 years
INTERPRETATION: Out of 200 samples only 180 customers are having the fire extinguisher, among 180 only 60 customers are using the fire extinguisher last 3 years, 40 customers are using last 2-3 years and only 20 customers are using last 6 months
Q.8 how did you come to know about this brand of fire extinguisher? Magazines News papers T.V. commercial Peers
Others (please specify)...............................
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INTERPRETATION: Out of 180 samples, majority of them have heard regarding fire extinguisher from peers i.e. 60 and the remaining others have heard it from new papers i.e. 30, magazines i.e. 20, T.V. commercials i.e.20 and the rest of 50 have heard from other sources.
Q.9 Have you used any other brand of fire extinguisher? Yes
No
INTERPRETATION: Out of 200 samples only 180 customers are having the fire extinguisher, among 180 only 67% did not switch their brands. And rest of the 33% customers
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switch the brands due to the price, quality, services and others reasons.
Q.10 what are your reasons to switch between different brands of fire extinguisher? price Quality Services Availability
INTERPRETATION: Out of 200 samples only 180 customers are having the fire extinguisher, among 180 only 67% did not switch their brands. And rest of the 33% customers switch to other brands. Out of 33%, 25 customers switch the brand only for the price, 15 switches due to services and rest 20 customer switch due to the quality and availability of the products.
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Q.11 how do you rate your experiences using different brands of fire extinguisher? Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low) usha armor
Featues Price Quality Avalibility Design After sales services
ceasefire
safex
minimax
excellent
INTERPRETATION: This graph shows that ceasefire is having a very high quality of the products in the comparative to comparatives.
CHAPTER 7 SWOT Analysis
SWOT Analysis Strength Opportunity Indias no. 1 brand in 1 security divisions. 1 Rural Market unexplored.
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2 3 4 5 6 7 8.
300 branches India.
all
over 2
No competition Sector divisions.
in
Home
1500 employees all over India. 3 Provides basket of the products to the customers. 4 24/7 Services facilities 5 ISI, ISO 9001 & CE Certified. 6 Channel structure is very strong. Having a image(TOM) Threat Competition competitors. Ease of entry. brand 8. from 1 2 7
New and stylish fire extinguisher (Interior Design) Hire best people in this industry vertical Create new market. Focus more on After Sales Services activities. Make the relations with the Government Sector. Create awareness society. Weakness Poor Post Sales Services. No proper T.V. commercial. in the
1 2
4. Summary of findings
Price (Ceasefire extinguisher price is twice 3 in comparative to competitors.) Government Rules and Regulations.
Not so good promotions.
Ceasefire industries limited is the number one company in this sector. This company provides basket of products to the customers. I have done a survey to
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know about the company as well competitors. I have taken 200 as a sample size to understand the customers behaviour. According to my survey I find that the Ceasefire industries having 33.33% of market share alone. Most of the customers are satisfied with the quality of products, services and availability. But due to the high price of the products most of the customers are not ready to purchase. As we know that the fire extinguisher investment is the dump investment until and unless fire doesnt occur. So, small customers whose income is not too much, but they have to keep the extinguisher as Government norms. In that case these companies switch to other brands that provides low price in comparative to Ceasefire. Most of the customers are having fire extinguisher due to the government norms i.e. 33%, company norms i.e. 22%, etc. This sector (fire safety), is not proper organised. And most of the people are not aware out the fire safety programmes. In the time on fire people dont know how to evacuate, how to use extinguisher, etc. so Government and company has to educate the customers regarding fire safety.
Suggestions and recommendations
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Company has to come down there price in the level of competitors.
Company has to expend a lot of money in R&D, which will provide the good quality as well as price.
Company has to use Economies of scale, which will decrease the price of the products. Company has to expend a lot of money to create a brand building.
Company has to do some activity to create awareness about the fire safety among people.
Company has to participate in the industrial sector, which will create brand image. Company has to do proper inventory system to match the demand of the customers. Company has to do proper analysis of the demand and supply of the products. Company should provide proper training to the sales person so that they can provide appropriate information to the customers and who can provide ideal fire protection to the customers premises.
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These are the some suggestion and recommendation, I want to give to company which will provide multiple fold profit to the company as well customers also.
CHAPTER 8 Conclusion
Ceasefire Company is a No. 1 leading company in fire extinguisher. This Company is providing services in the market from the last 2 decades. This company provides a basket of products to the consumers. With the help of research and development, company is providing different- different types of extinguisher. Ceasefire is having a very good brand image in the mind of the customers. This is the only company who is having more organised and proper channel of distribution in comparative to competitors. Company is only facing the problem with the price, so, company has to only consider that point of view to how to reduce the price with the best quality of the products. On the basis of my survey and data collection through questionnaire it can easily predict that majority of the customers are with Ceasefire.
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On the basis of my survey and data collection through questionnaire it can easily find out that all the customers are satisfied with the quality of the products of ceasefire. On the basis of my survey and data collection it can infer that most of the customers are switching there brand due to the high price of ceasefire.
References
1. Website www.ceasefire.com www.wikipedia.com www.proquest.com www.ssrn.com www.google.com 2. Magazine and news paper Business world India today Times of India
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Economic times Bangalore times
Annexure
APPENDIX A SURVEY REPORT ON Market analysis and competitors analysis of fire extinguisher. DEAR SIR/ MADAM, A SURVEY IS BEING CONDUCTED BY OUR INSTITUTION
CONCERNING THE ABOVE MENTIONED TOPIC. KINDLY COOPERATE BY FILLING UP THE QUESTIONNAIRE.
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QUESTIONNAIRE Q.1 do you have a Fire Extinguisher? Yes No Q.2 how would you consider the knowledge of Fire Safety in day to day life? Mandatory Requirement Not Essential
Q.3 what are your reasons for having a Fire Extinguisher? Government norms Company Norms Employee Safety Asset Safety Saving Tax If other, specify..............................
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Q.4 how many times did you use yours fire extinguisher to protect yours asset from fire?

One time Two times Three times
Fourth times None Q.5 your Fire Extinguisher is a product of ---------------- Company? Ceasefire Usha Armor Safex Excellent Minimax Q.6 your reasons for choosing that particular brand of fire extinguishers are: price Quality Services
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Availability
Q. 7 How long have you been using this brand of fire extinguishers?
< 6 months
6 months 1 year 1 2 years 2 3 years >3 years Q.8 how did you come to know about this brand of fire extinguisher? Magazines News papers
T.V. commercial
Peers
Others (please specify)................................
Q.9 Have you used any other brand of fire extinguisher? Yes
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No Q.10 If yes, please specify.............................. Q.11 what are your reasons to switch between different brands of fire extinguisher? price Quality Services Availability Q.12 how do you rate your experiences using different brands of fire extinguisher? Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low) usha armor
Featues Price Services Avalibility Design After sales services
ceasefire
safex
minimax
excellent
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Q.13 would you like to contribute your suggestions for better service from Ceasefire Industries private limited? ________________________________________________________________
Respondent Information: Name: Age: Occupation: Income level:

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Market Analysis and Competitors Analysis of Fire Extinguisher

Submitted Chandradeep Dubey PGDM Batch: - 2008-10

IIP REPORT Business School

AT Ceasefire Industries Ltd. BY

IFIM BUSINESS SCHOOL

IIP REPORT Business School

External Guide: Mr. Tino Jose

Internal Guide: Prof. Rupesh Kumar Sinha

hereby declare that the project report

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Introduction to the study

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9 Background to the study 10 CHAPTER 2 Introduction to the problem 14

Title of the study

History of Ceasefire Organizational departments chart

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Chapter Number CHAPTER 4

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Tools for data collection Field work

Methods of data Analysis

Primary Data Analysis

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Suggestions and recommendations Conclusion

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This Sector is too much unorganized.

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Government rules, norms and regulations.

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EPDM rubber pipe

Organizational chart CEO

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warranty 5 Years 5 Years 5 Years

prices 3750 5580 8160

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Map 90 Map 90 Map 90 Monnex Monnex Monnex

C02 C02 C02 N2 N2 N2

1 year 1 year 1 year 5 Years 5 Years 5 Years

27000 45000 60000 4500 7500 12600

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