DEALERS PERCEPTION ABOUT TTK PRESTIGE

REPORT PREPARED BY, ELDHOSE PETER (10076)

WORK CARRIED AT TTK PRESTIGE COCHIN, BANGLORE Submitted in partial fulfillment of the requirement of Summer Internship Program Under the Guidance of Mr. VIDHUN VAIRAVAN Product Manager, Ttk Prestige Banglore

EXECUTIVE SUMMARY
Dissertation Title: Dealers Perception about TTK Prestige Supervisor: Mr. Vidhun Vairavan Name of the Student: Eldhose Peter (10076)

Over the past five decades TTK Prestige Limited, has emerged as Indias largest kitchen appliances company catering to the needs of home makers in the country. TTK Prestige Limited has the widest product portfolio covering all aspects of the Kitchen making it the only brand to offer TOTAL KITCHEN SOLUTIONS to the customer. The product range includes Pressure Cookers, Non-Stick Cookware, Rice Cookers, OTGs, Kitchen Hoods (Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles, Sandwich Toasters and many other small electrical appliances. The project has perormed in the marketing wing of TTK Prestige. The company has a wide distribution network in the country. Company has direct dealers, distributers and sub dealers. The project was mainly a market research to get to know how much the dealers are satisfied with the company. The work location assigned to me was Northern Kerala. To fulfil this objective, I met the main direct dealers and few sub dealers. I had spent considerable amount of time in collecting data. I had collected the details such as the performance of the company products, trade scheme details, after sales service etc. All these information were really helpful to accomplish the objective. During the study I had realised that most of the dealers were not happy with the service provided by the company. They are finding it difficult to resolve the issues in Kitchen appliances. The survey explored most of the problems that the dealers and company facing in the market, and its output will help the company to overcome all these in future. There are more opportunities in the market which the company can capture and fulfil its dream Every kitchen has atleast one Prestige product.

Signature of the student Eldhose Peter

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Signature of the guide Mr. Vidhun Vairavan

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ACKNOWLEDGEMENT
I take the opportunity to express my deep gratitude to Mr. G. Radhakrishnan (Vice President, Sales), and Mr. Dinesh Garg (Vice President, Appliances) for taking me as a summer trainee & extending me his full support & co-operation towards the completion of this project. I am really grateful for their valuable suggestions and feedback. I am indebted to Mr. Vidhun, Product Manger TTK Prestige for granting me this splendid opportunity to work for this project. I am really thankful to Mr. Gopalakrishnan and Mr. Gijy in TTK Cochin for providing me the necessary facilities and unmatched ambience that helped me in completing the project. I extend my heartfelt thanks to all the Territory Sales Officers and dealers for their valuable suggestions. Sincere appreciation is extended to Asst. Prof Mohamed Minhaj, the internal faculty guide of SDMIMD, for providing me with timely feedback and guidance for efficient execution of the Project. This opportunity was a great learning experience, which would not have been possible without the support from the management of SDM-IMD and I am indebted to them.

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Table of Contents
EXECUTIVE SUMMARY ....................................................................................................... 2 ACKNOWLEDGEMENT ......................................................................................................... 3 TTK Prestige Company profile ............................................................................................... 6 Project Overview ....................................................................................................................... 7 Objectives .................................................................................................................................. 7 The Deliverables associated with the Project ............................................................................ 7 Scope of the Study ..................................................................................................................... 7 Methodology .............................................................................................................................. 8 Analysis...................................................................................................................................... 8 Product Details ....................................................................................................................... 8 Functional Area .................................................................................................................. 8 Aesthetic/look ..................................................................................................................... 9 Finish/ Polishing ............................................................................................................... 10 Packaging.......................................................................................................................... 11 Sales man visit of the company ............................................................................................ 12 Service from the Branch ....................................................................................................... 12 Order-time-supply ................................................................................................................ 13 After Sales Service ............................................................................................................... 13 1) 2) 3) 4) 5) Availability of Spares ................................................................................................ 13 Imparting product knowledge by the service division .............................................. 14 Regular service training ............................................................................................ 14 Quick response from the branch service to your issues ............................................ 14 On time product replacement .................................................................................... 14

Commercial .......................................................................................................................... 14 Trade Schemes .................................................................................................................. 14 Scheme Settlement ........................................................................................................... 15 New product launch/ extension ........................................................................................ 16 Pricing ............................................................................................................................... 17 Overall rating........................................................................................................................ 18 Observations & Findings ......................................................................................................... 19 Product Details ..................................................................................................................... 19 Functional Area ................................................................................................................ 19
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Asthetic/ Look .................................................................................................................. 19 Finish/ Polishing ............................................................................................................... 19 Packaging.......................................................................................................................... 19 Salesman visit of the company ............................................................................................. 19 Service from the Branch ....................................................................................................... 19 Order time- supply ............................................................................................................ 20 After Sales Service ............................................................................................................... 20 1) 2) 3) 4) 5) Availability of spare parts ......................................................................................... 20 Imparting product knowledge by the service division .............................................. 20 Regular service training ............................................................................................ 20 Quick response from the branch service to your issues ............................................ 20 On time product replacement .................................................................................... 20

Commercial .......................................................................................................................... 21 Trade schemes & Settlement ............................................................................................ 21 New product launch & extension ..................................................................................... 21 Pricing ............................................................................................................................... 21 Overall Rating ...................................................................................................................... 21 Brand Analysis: .................................................................................................................... 21 Attributes Ranking ............................................................................................................... 29 Limitations of the study ........................................................................................................... 30 Feedback from the dealers ....................................................................................................... 30 Positive Outlook & Suggestions .............................................................................................. 31

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TTK Prestige Company profile

TTK Prestige Limited is part of TTK Group. . The TTK Group was started in 1928 by T. T. Krishnamachari, and is largely owned by the family. The group has revenues of over `10 billion with a presence across India and several international markets. Over the past five decades TTK Prestige Limited, has emerged as Indias largest kitchen appliances company catering to the needs of home makers in the country. Every Prestige brand product is built on the pillars of safety, innovation, durability and trust, making the brand the first choice in millions of homes. Today, TTK Prestige Limited has the widest product portfolio covering all aspects of the Kitchen making it the only brand to offer TOTAL KITCHEN SOLUTIONS to the customer. The product range includes Pressure Cookers, Non-Stick Cookware, Rice Cookers, OTGs, Kitchen Hoods (Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles, Sandwich Toasters and many other small electrical appliances. TTK Prestige Limited also offers Modular Kitchen solutions with the widest range of options in terms of design, choice of materials, accessories and hardware. It is the market leader in its segment and in fact is the one player providing complete kitchen solutions. TTK Prestige Limited is also the first Kitchenware Company in India to receive the ISO 9001 Certification and the PED/CE Certification by TUV, Germany. TTK Prestige Limited exports its products to USA, Europe, South Africa, Kenya, Australia, Singapore, Middle East, Sri Lanka and many other countries. Products manufactured by TTK Prestige Limited meets every relevant global standard such as CE, GS, UL etc. It has a wide distribution network in the country. Other than the direct dealers and sub dealers it has 3 kinds of retail showrooms - Prestige Smart Kitchen (offering all its products & solutions), Prestige Kitchen Boutique (for its foray into modular kitchens) and Prestige Life Style Store. TTK Prestige has scaled many new heights in the year 2009-2010. The company has crossed the `500 Crores mark in turn over and closed with `516 Crores for the year. In the current year, new innovative products were launched. These products are giving Prestige the competitive edge in the market. Prestige is Indias most awarded kitchen appliances brand. It got the awards such as Super Brand, Franchise, mera brand etc.

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Project Overview
The project is been performed in the marketing wing of TTK Prestige Ltd. The objective of the project is to find out the perception of major dealers about the brand, TTK Prestige. The company wants to get a clear idea about how dealers think about companys products, services and offers and how company can improve the relation with their dealers.

Objectives
The main objectives of my study are as follows: To find out the perception of the major dealers about TTK Prestige To find out how much they are satisfied with the schemes TTK Prestige offers To know the brand preference of dealers with the competitors of TTK Prestige To know the performance, after sale service, pricing of the Brand. To find out the importance of dealers satisfaction strategy To collect any other suggestions which is helpful to improve the relation with the dealer

The Deliverables associated with the Project

The deliverables associated with the project are as follows: Data Collection: The project is in marketing area. I had spent considerable amount of my time in collecting data from major dealers of TTK Prestige. The dealer details has been provided from the Cochin office Findings and Analysis: After collecting the required data, the data had been sorted and analyzed. Proper qualitative and quantitative analysis had done which helped to find out certain problem faced by the company. Recommendations: Based on the results of the analysis, I refer some suggestions which the company can adopt for better performance.

Scope of the Study

A. The study helps us to get an overview of the impression of the company in the present working scenario.

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B. It provides a comparison of Prestige with other brands. C. It gives the average market share of Prestige and competitors in different products. D. Company get to know its strength and weakness when compared to its competitors. E. They can improve on the fields where it lacks dealer satisfaction and try to achieve increased sales through a satisfied dealer.

Methodology
The methodology followed: Understood the company policies and product portfolio of the company, which helped me while having a discussion with the dealers. Understood company offers and discounts that offered to both dealers and the customers. Had a discussion about the problems faced by each dealer. Found out what they think about other brands in the same industry. Collected all the details required, analyze and suggest how the company can improve the relation with its dealers.

Analysis
The questionnaire consists of 17 main questions which have divided into sub parts to get the details of individual products. The main intention is to get the perception of dealers about the Brand Prestige and its products.

Product Details
Functional Area

This part helps to know the dealers perception about the functionality/ performance of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(a). (a) Aluminium Cooker: The mean rating for this product was 6.58, which indicates a Satisfactory rating from the dealers.
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(b) Induction Base Aluminium cooker: The mean rating for this product was 6.4, which indicates a Satisfactory rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 6.22, which indicates a Satisfactory rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 6.36, which indicates a Satisfactory rating from the dealers. (e) Mixer grinder: The mean rating for this product was 3.94, which indicates a Below Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 4.14, which indicates a Below Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 3.66, which indicates a Below Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 4.8, which indicates a Below Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.34, which indicates an Average rating from the dealers.
Aesthetic/look

This part helps to know the dealers perception about the Aesthetical/look of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(b). (a) Aluminium Cooker: The mean rating for this product was 6.4, which indicates a Satisfactory rating from the dealers. (b) Induction Base Aluminium cooker:
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The mean rating for this product was 6.6, which indicates a Satisfactory rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 6.54, which indicates a Satisfactory rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 6.78, which indicates a Satisfactory rating from the dealers. (e) Mixer grinder: The mean rating for this product was 5.18, which indicates an Above Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 5.34, which indicates an Above Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 4.52, which indicates an Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 6.1, which indicates a Satisfactory rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.84, which indicates an Average rating from the dealers.
Finish/ Polishing

This part helps to know the dealers perception about the Finish/Polishing of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(c). (a) Aluminium Cooker: The mean rating for this product was 5.7, which indicates a Above Average rating from the dealers. (b) Induction Base Aluminium cooker:

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The mean rating for this product was 6.38, which indicates a Satisfactory rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 6.36, which indicates a Satisfactory rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 6.5, which indicates a Satisfactory rating from the dealers. (e) Mixer grinder: The mean rating for this product was 4.94, which indicates an Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 4.94, which indicates an Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 3.96, which indicates an Below Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 5.82, which indicates a Above Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.8, which indicates an Average rating from the dealers.
Packaging

This part helps to know the dealers perception about the packaging of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(d). (a) Aluminium Cooker: The mean rating for this product was 6.62, which indicates a Satisfactory rating from the dealers. (b) Induction Base Aluminium cooker:

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The mean rating for this product was 6.72, which indicates a Satisfactory rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 6.6, which indicates a Satisfactory rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 6.48, which indicates a Satisfactory rating from the dealers. (e) Mixer grinder: The mean rating for this product was 5.72, which indicates an Above Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 5.76, which indicates an Above Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 4.66, which indicates an Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 6.32, which indicates a Satisfactory rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.96, which indicates an Average rating from the dealers.

Sales man visit of the company

This gives the perception of dealers about the sales man visit of the company. Statistical data is given in Annexure 1(e). Dealers are satisfied with the sales man visit. The average satisfaction level is 6.92.

Service from the Branch

It shows how much dealers are happy with the response from the branch. Statistical data is given in Annexure 1(e). It shows an average of 5.5. i.e. above average.

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Order-time-supply
It shows the frequency match between order and supply. It gives a fair idea about whether the dealers are satisfied with the supply from company. Statistical data is given in Annexure 1(e). It gives a fair value of 6.14, the dealers are satisfied with the supply of the products.

After Sales Service

1) Availability of Spares

As we know, for a product based company like TTK Prestige service should be the 1st concern. Customers are giving most priority for after sales. This part gives how much dealers are satisfied with the company service. Statistical data is given in Annexure 1(f) (a) Aluminium Cooker: The mean rating for this product was 5.7, which indicates a Above Average rating from the dealers. (b) Induction Base Aluminium cooker: The mean rating for this product was 5.54, which indicates a Above Average rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 5.36, which indicates a Above Average rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 5.5, which indicates a Above Average rating from the dealers. (e) Mixer grinder: The mean rating for this product was 3.64, which indicates an Below Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 3.54, which indicates an Below Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 3.3, which indicates an Below Average rating from the dealers. (h) Induction Cook-top:
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The mean rating for this product was 5.0, which indicates a Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 3.88, which indicates an Below Average rating from the dealers.
2) Imparting product knowledge by the service division 3) Regular service training 4) Quick response from the branch service to your issues 5) On time product replacement

This gives a feedback of how much the dealers are satisfied with the details provided by the company, service training, and branch response and product replacement. Statistical data is given in Annexure 1(g) The mean value for product knowledge is 3.4, i.e. Below Average. The mean value for service training is 2.18, i.e. Poor. The mean value for product knowledge is 3.4, i.e. Below Average. The mean value for product knowledge is 3.6, i.e. Below Average.

Commercial
Trade Schemes

It gives the perception of dealers about company trade schemes and the scheme settlement. Statistical data is given in Annexure 1(h) (a) Aluminium Cooker: The mean rating for this product was 5.8, which indicates a Above Average rating from the dealers. (b) Induction Base Aluminium cooker: The mean rating for this product was 5.84, which indicates a Above Average rating from the dealers. (c) Stainless steel Cooker:

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The mean rating for this product was 5.64, which indicates a Above Average rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 5.8, which indicates a Above Average rating from the dealers. (e) Mixer grinder: The mean rating for this product was 5.28, which indicates an Above Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 5.38, which indicates an Above Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 4.38, which indicates an Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 5.68, which indicates a Above Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.86, which indicates an Average rating from the dealers.
Scheme Settlement

(a) Aluminium Cooker: The mean rating for this product was 5.36, which indicates a Above Average rating from the dealers. (b) Induction Base Aluminium cooker: The mean rating for this product was 5.18, which indicates a Above Average rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 5.12, which indicates a Above Average rating from the dealers. (d) Non-Stick Cookware:

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The mean rating for this product was 5.18, which indicates a Above Average rating from the dealers. (e) Mixer grinder: The mean rating for this product was 5.14, which indicates an Above Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 5.02, which indicates an Above Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 4.36, which indicates an Average rating from the dealers. (h) Induction Cook-top: The mean rating for this product was 5.04, which indicates a Above Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.64, which indicates an Average rating from the dealers.
New product launch/ extension

This part tries to find out the dealer satisfaction of new products launched by the company or the new product extensions. Statistical data is given in Annexure 1(i) (a) Induction Base Aluminium cooker: The mean rating for this product was 5.08, which indicates a Above Average rating from the dealers. (b) Non-Stick Cookware: The mean rating for this product was 5.66, which indicates a Above Average rating from the dealers. (c) Mixer grinder: The mean rating for this product was 3.72, which indicates an Below Average rating from the dealers. (d) Rice Cooker: The mean rating for this product was 3.44, which indicates an Below Average rating from the dealers.
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(e) Induction Cook-top: The mean rating for this product was 4.8, which indicates a Average rating from the dealers. (f) Small Appliances: The mean rating for this product was 4.16, which indicates an Average rating from the dealers.
Pricing

This part helps to know the dealers perception about the pricing of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(j). (a) Aluminium Cooker: The mean rating for this product was 5.2, which indicates a Above Average rating from the dealers. (b) Induction Base Aluminium cooker: The mean rating for this product was 5.32, which indicates a Above Average rating from the dealers. (c) Stainless steel Cooker: The mean rating for this product was 5.3, which indicates a Above Average rating from the dealers. (d) Non-Stick Cookware: The mean rating for this product was 5.28, which indicates a Above Average rating from the dealers. (e) Mixer grinder: The mean rating for this product was 4.12, which indicates an Average rating from the dealers. (f) LPG Stove: The mean rating for this product was 4.48, which indicates an Average rating from the dealers. (g) Rice Cooker: The mean rating for this product was 4.36, which indicates an Average rating from the dealers. (h) Induction Cook-top:
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The mean rating for this product was 5.04, which indicates a Above Average rating from the dealers. (i) Small Appliances: The mean rating for this product was 4.64, which indicates an Average rating from the dealers.

Overall rating
This part helps to know the dealers perception about the brand TTK Prestige. The statistical analysis and graphs are provided in Annexure- 1(k). The average overall rating of the Brand is 5.76. The company has a very good brand name. The rating would have been above 6 or 7, if the servicing and spare parts availability is prompt.

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Observations & Findings

Product Details
Functional Area

From the statistical analysis we can find that Mixer Grinder, LPG Stoves, Rice cookers and Induction Cook-tops are having a Below Average rating. But this may not be necessarily because of the product performance. Almost every dealer complained about the poor service and the non availability of spare parts for these products. So the quality may be comparable with other brands, but servicing is not up to the mark.
Asthetic/ Look

In general, the surveyed dealers positive feedback on the Aesthetic/ look of the products.
Finish/ Polishing

In general, most of the products have a good feedback except for Rice Cooker. The other brand Rice cooker has better appearance and finishing. Even they are more attractive to customers too. Also some dealers have complained about a fungal problem on the cooker handles. It fades the colour of the handles too.
Packaging

Generally, all the dealers have good opinion about the packaging. To make it more attractive to customers, we can adopt a better packaging for Rice cooker and small appliances.

Salesman visit of the company

All the territory sales officers have a very good relation with the dealers, which is a positive feedback for the company. Company has to extend this in the case of service person visit which is more important.

Service from the Branch

During the data collection time, I got to know that the dealers near to the branch are really happy with the service from Branch, but those are very far from the branch are not satisfied. So the branch service should be better towards the northern part of Kerala like Kozhikode,

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Kannur and Kasargod. The responding time taken is not acceptable for a product based company.

Order time- supply

Company is fairly doing well in this area. But in some places, there is shortage in supply.

After Sales Service

1) Availability of spare parts 2) Imparting product knowledge by the service division 3) Regular service training 4) Quick response from the branch service to your issues 5) On time product replacement

This is the area where the company has to give 1st priority. Every dealer complained about the availability of spares and service provided by the company. If we look at the statistical data, its clear that the service and parts availability for home appliances is below average. Because of the poor performance in this, many dealers are not taking the home appliances these days. What they told is company has a very good product range, but the service is still applies to cookers. More details are given in the below parts. From the discussion, its clearly understood the dealers are not satisfied with the product knowledge provided by the company. The after sales from the company are not up to the level when compared with any of the competitors. There should be demonstration of new products during its launching. All the doubts should be clarified by the service division, and then only the dealers can manage the customers properly. Likewise company doesnt provide any service training. At the same time, most of the competitors are providing service training. Its a big advantage for them. To compete in such an industry, service training is most crucial part. If company provides training, the dealers themselves can handle the issues. The response of the branch to these issues is below average satisfaction level. The product replacement time is high for the company. Sometimes it goes to 5-6 months delay. So the company and the dealers are losing their customers. Since there is a delay in replacement,
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dealers give new products to customers and bearing loss for that. It is one of the crucial areas where company has to concentrate.

Commercial
Trade schemes & Settlement

Most of the dealers are satisfied with the trade schemes that the company offers. Settlement is also proper with most of the dealers. But in certain places, the settlement takes time. There are delays with more than 6 months. Company should try to settle the schemes in the same bill.
New product launch & extension

The dealers are satisfied with the new launches of cooker and non stick products. But they are not appreciating new mixer grinder and rice cooker extensions. Its because of the scarcity of the parts and poor service provided.
Pricing

The findings show that most of the dealers didnt find any difficulty of cooker pricing. At the same time the pricing of home appliances are costlier. Its not only the price, the quality and the service provided by the company is also a reason for this. The price and the quality are not matching.

Overall Rating
Most of the dealers have given above average ranking for this. People are asking for the brand Prestige while purchasing because of its tradition and advertisement. But the company lacks satisfied remark from the dealers due to inefficiency in after sales service and spare parts availability. Company can make lots of improvement in this.

Brand Analysis:
This part of the questionnaire tried to analyse the market share of Prestige products compared to major competing brands. But most of the dealers are not ready to reveal the exact sales figures. So it was difficult to find out how competitive Prestige is. The dealers have given the names of brands which sells more products in each category. A weight was assigned to each position and the cumulative total was calculated. These cumulative totals were used to arrive
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at an approximate market share of each brand for each product. The findings of this study are presented below in pie-charts.

Pressure cooker:

Pressure Cooker
10% 16% 5% Prestige Hawkins 69% Chakson Others

Non-stick Cookware:

Non-stick Cookware
5% 5% 8% 70% 6% 6% Prestige Hawkins Chakson Nirali Ok Others

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LPG Stoves:

LPG Stoves
10% 25% Prestige Pigeon Butterfly 32% Premier

33%

Mixer Grinder/FP/JMG:

Mixer Grinder/FP/JMG
1% 5% 8% 70% 12% 4% Preethi Prestige Maharaja Phillips Bajaj Others

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Induction Cook tops:

Induction Cook top

5% 7% 25% 28% Butterfly Pigeon Preethi 22% Prestige Clix Premier

13%

Rice cookers:

Rice cookers
8% 25% Preethi 43% 24% Prestige National others

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Kettles:

Kettles
6%

16%

25%

Prestige Phillips

18% 35%

Morphy Richards Bajaj Others

Pop-up Toasters:

Pop up Toasters
11% 26% 63%

Prestige Phillips Others

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Sandwich Makers:

Sandwich makers
5% Prestige 21% 56% Phillips Morphy Richards Bajaj

18%

OTG:

OTG
7% 23.00% 40% Prestige Bajaj Morphy Richards 30.00% Others

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Juicers:

10% 16%

6% Juicers Sujatha 60% Prestige Maharajas Phillips Others

8%

Chimneys:

7% 16% 42% Chimneys Faber Planet 35% Prestige Others

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Wet Grinders:

20% 14%

32%

Wet Grinders Butterfly Ultra

34%

Prestige Lakshmi

Hand Blenders:

Hand Blenders
18% 30% Prestige Phillips Bajaj 52%

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Attributes Ranking
This part of the questionnaire asked the dealer to rank the different brands on the following attributes: Product Innovation Transparency in Deals Dealer Relationship Margin Consumer Pull Product Range New Products

The result has shown below Hawkins 2 4 3 0 5 0 0 Pigeon 3 10 10 13 10 2 2 Premier 0 2 5 4 0 3 2 Butterfly 5 10 10 13 7 2 1 Prestige 28 10 10 8 20 42 43 Preethi 12 14 12 12 8 1 2

Product Innovation Transparency in deals Dealer Relationship Margin Consumer Pull Product Range New products

The most favoured brand for the different attributes is given below: Product Innovation: Prestige (56%) Transparency in Deals: Preethi(28%). Prestige had only 20% preference. Dealer Relationship: Preethi has 24%. Prestige, Pigeon and Butterfly (20% each). Margin: Pigeonand butterfly (26%). Prestige had only 16% preference. Consumer Pull: Prestige (40%). In the case of Mixer grinder, there is no competition for Preethi Product Range: Prestige (86%). New Products: Prestige (86%)

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Limitations of the study

We cant expect positive response from every dealer due to lack of interest or because of their busy work. So some data may vary from the real fact. Customers perception or expectation may vary across the country. In the case of Consumer pull, for Pressure cooker, the first name comes is Prestige. For Mixer grinder its Preethi. In the case of small appliances Bajaj. So the comparison is difficult for certain questions. Also in the case of margin, different products will have different margin.

Feedback from the dealers

Servicing is not proper from company side. There is a big delay in servicing of home appliances. Big shortage of spares of home appliances, it makes the servicing more difficult. Service person is not even bother to attend the telephone calls Mixer grinder has low quality. Its motor has frequent problems. Most of the dealers are facing the quality issue for this product. Glass top cooker has quality issues Similar complaints are coming due to lack of quality and proper service. Induction cook top is a lower quality product. Its board and panel have complaints. Also the replacing amount is high for the panels. Lack of proper communication from the company. Sometimes the offer details are coming to the dealer after long time. Response from the service manager is poor. No service training or product demonstration. Lack of service centres and technicians. Cooker handles have fungal problem, it fades the colour of handle. Nakshatra brand has lower quality In many cases, the screws are not tightened in the stove. It may look like a small problem, but it reveals the carelessness. Delay in replacements and bill settlement. Sometimes the replacement takes a time of 5-6 months which is not acceptable Delay in settlement. The settlements should not happen in the same billing.
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There is no clarity in the billing. Quantity discount dates are not mentioned in the bill. Sales man visits are not frequent Aluminium cookers finishing is average The handle is broken many times. Service division shouldnt be dealt by the distributors The quality of the MRP sticker is poor, it fades easily

Positive Outlook & Suggestions

Company has a very good brand name among the customers. The advertisements are effective so that there is lots of enquiry about all the products. Customers trust the Brand TTK Prestige. This is the competitive advantage of Prestige over other brands. Company has a very good product range and now company has all the products required in a kitchen. Now thinking about the current situation, Sales department of the company is not facing any threaten but the service department lacks everything. Servicing is the crucial part of any product based company. After sales is the main concern for any consumer. If the company cant give prompt service for its consumers, its a big mistake. Companys cooker division goes very well. Not many complaints about the service or spare availability. But the home appliance department lacks both these. Proper quality assurance/checking is mandatory for outsourcing products such as Mixer grinder, LPG etc. the company has a very repute in its tradition and quality, so it is the responsibility of the company to check the quality of outsourced products. More spares should be supplied to dealers, so that there wont be any shortage. Keep its billing as separate so that it will be easy for both the company and dealer. The competitors have service centres in major towns. So it is necessary for the company to start more service centres in major towns to assure timely service to every customer. More man power is required in the technician side. Skilled technicians are necessary. So company can give training for them There should be service training given to the dealers. Either company can offer training in the head quarters, or it should arrange service training in major cities. The
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company should insist the dealer to attend these training sessions. Certified training is the best option, so that the issues can be handled by the dealer itself and there wont be any delay in servicing. It will be good for the company to settle the schemes in the same bill that will increase the reputation of the company. It will reduce the paper works. Trade schemes should be held in such a way that the dealers will get enough time to sell the entire stock. A minimum of 2 months gap between the schemes. It will be helpful for the company too. Else people will think that the products will be available in discount price all the time. Proper communication is necessary about the schemes. Offer leaflets should reach the dealer at time. It will help them to handle the schemes easily New product demonstration is a very good initiative for the company. Company can either demonstrate it to the dealer or in an extended version; it can be done in public places or in shopping malls/Big bazaar etc. This will attract the consumers to the new products. The guarantee details should be given in local language too (in guarantee card) so that there wont be any miscommunication.

The company has a bright future ahead. Home appliances are a big market. Company can penetrate into the market with more aggressive market strategies and advertisement. More over it should provide better quality products and after sales service. Thats what ultimately the customer wants. ----------------------------------------------------------------------------------------------------------------

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