“MARKET STUDY ON THE

DYNAMICS OF THE BRADMA

PRODUCTS IN A
COMPETITIVE SCENARIO”

Prepared by -
Jaspal Singh Saluja
Roll no - 997
 The Forbes Group, founded in 1767 by John Forbes
from Aberdeenshire, Scotland is one of India's largest
and internationally known group of companies with a
turnover of over USD 300 million having strength of
over 6000 employees.
 The Group is a professionally run conglomerate
with interests in textiles, engineering, shipping,
business automation, healthcare, hygiene, consumer
durables, travel, BPO services, Infotainment.
 The Forbes Group has a heritage of over 200 years
and is totally committed to the tradition of excellence.
The Forbes management has a glorious history of
been passed on from Forbes family to the Campbell’s,
to the Tata Group and finally at present held by the
well known Shapoorji Pallonji Group of Companies,
which is among the premier business houses in India
since 1865
It runs various group companies, which include the
following:
Textiles
 Engineering
Shipping
Business automation
 Healthcare
Hygiene
Consumer durables
 Travel
BPO services
Infotainment
BRADMA:

A leading player in the Retail, Banking, Utility

and Manufacturing industries. A dominant Market
player and a front-runner in Industrial Marking
Systems, Programmable Marking Systems and
Laser marking systems. Bradma is a major
supplier of Currency Counting machines, MICR
Cheque Encoders, and Self-Service Kiosks to the
Banking industry, Electronic Cash Registers,
Point-of-Sale systems and solutions, and hand-
held mobile Billing & Ticketing solutions and
Application software for various types of Retail
environments, viz. Restaurants, Chain Stores,
Department Stores, etc. Bradma’s ISO 9001:
2000 certified manufacturing facility produces
many of these products in its state-of-art
manufacturing facility.
PRODUCTS OF BRADMA
COMPETITORS
 Billmaker
 Tychee

 Novelty Tech

 Cashtron

 Casio

 Other local brands

 RESEARCH METHODOLOGY
 
TYPE OF RESEARCH:

We have conducted descriptive research through surveys and collected data

through Personal Interviews and Formal Questionnaire. Sampling technique
is non problabistic convenient sampling

OBJECTIVE OF THE RESEARCH:

 Position of Bradma products in the mind of consumer.

 Comparison with other Brand

 To understand customer Strengths and weakness of Bradma in comparison

to other competitors.

 To Generate awareness for the Bradma products In Mumbai

 TO know the USP’s (Unique selling preposition) of Bradma Products and

Its competitors Products.
 SAMPLE BASE:
 No of sample - 150
 Target - Restaurants & Bars
 Method of Surveying - Questionnaire
QUESTIONNAIRE:
 General Questions
 Mode of billing Used by customer
 Attitude of customer towards automated measure of billing
 Pricing
 Annual Maintenance Contract (AMC) – Details
 Unique Selling Preposition (USP) of Bradma Vis – a –Vis its
competitors
LIMITATIONS OF STUDY:

Each and every project has its own

limitations. While doing this project also
there were some limitations.
1.  Time
2. Limited resources
3. Unwillingness of the respondents to
provide the required information
4.Sample Size is very small i.e. 150 so the
results can not be generalized.
DATA ANALYSIS OF THE RESEARCH
CONDUCTED IN MUMBAI:

1.BRAND AWARENESS FOR BRADMA:

2. MODE OF BILLING USED BY
PEOPLE:
3.BRAND AWARENESS FOR BRADMA IF
USING AN AUTOMATED MEASURE OF
BILLING:
4. BRAND AWARENESS FOR BRADMA IF
USING A MANUAL MEASURE OF BILLING:
5. TYPE OF MACHINE USED IF USING AN
AUTOMATED MEASURE:
6 % MARKET SHARE OF DIFFERENT
BRANDS IN THE ECR SEGMENT:
 7. TOTAL NUMBER OF PEOPLE TAKING
AMC’S IF USING AN AUTOMATED
MEASURE:
 TOTAL INVESTMENT ON ECR MACHINES IN MUMBAI IS RS 938400.
THUS THE AVERAGE PRICE COMES OUT TO BE RS. 24,695.

 TOTAL INVESTMENT ON PC IN MUMBAI IS RS.684000.

THEREFORE; AVERAGE PRICE COMES OUT TO BE RS.48, 858

 THE AVERAGE AGE OF ECR MACHINES IN MUMBAI IS FOUND TO

BE 2.5 YEARS. THEREFORE, THERE IS LESS OPPORTUNITY FOR
SALES. HOWEVER, WE CAN PROVIDE BUY BACK OF MACHINES.

 ANNUAL MAINTENANCE CONTRACT (AMC) TAKING PEOPLE ARE

COMPARATIVELY LESS. SO THERE IS SCOPE OF PROVIDING AMC TO
ECR USERS EXIST IN MUMBAI.

 BRAND AWARENESS FOR BRADMA SHOULD BE INCREASED

.ACCORDING, TO THE SURVEY IT WAS FOUNDED THAT 46 % OF
RESPONDENTS DON’T KNOW EVEN NAME OF BRADMA WHICH IS A
BIG NUMBER.
STRENGTHS, WEAKNESS,
OPPORTUNITIES & THREATS (SWOT)
ANALYSIS FOR BRADMA

Strengths:
 Oldest Player in market in terms of producing
ECR in Indian market since 75 years.
 Bradma has tie up with Retail giants such as
Pantaloons, shoppers Stop and leading Banks
such as HSBC bank, Bank of America etc.
 Its large service network spread across
nation is one of its advantages in providing
better after sales service to its customers
 Weakness.
 The biggest weakness for the Bradma is its
inefficiency in providing After sales service
due to which other players such as Trucount,
Billmaker has been successful in eating its
market share.
 There is less awareness about in Bradma in
developing areas such as Navi Mumbai. The
company can target these areas and increase
its sales revenue.
 Opportunities:
 With Indian retail sector growing at an
unprecedented rate the company can have
opportunity to target these customers.
 There are a lot of small local brands existing
in ECR market which are eating away market
share of Bradma. The company can acquire
these companies and reposition themselves.
Also helps Company to gain Economies of
scale.
 
 Threats:
 Due to cheap rate of local brands they are
eating away the market share of Bradma. It
is a big threat faced by the company.
 Due to inefficiency in providing after sales
services in the past there is still a bad image
persists in customer mind that if they
purchase Bradma ECR the Company might
not be able to satisfy after sales
requirements.
RECOMMENDATION
 Better After sales services should be
provided to customers. More emphasis
should be laid on customer retention rather
than creating a new customer.
 Creation of brand awareness is the need of
hour. The brand should be promoted more in
the areas specially which are developing
such as Navi Mumbai. Banners, Hoardings
should be made in the areas where
restaurants and hotels are opening and are in
a more number.
CONTD…..
 For providing better after sales service and to
reposition the company in front of customers
Service stations exclusively meant for
Bradma ECR should be built where a
customer can take his ECR and get it on
specified time by the Engineer. It will help
Bradma to make their image in the customer
mind which is ruined on providing after sales
service.
 More emphasis should be made by the
company on retaining the old customer
rather than creating a new customer as it is
said for the industries such as Consumer
durables where once a customer is lost he is
CONCLUSION

 With Indian retail sector growing at an

unprecedented rate the company can have
opportunity to target these customers
 Company inefficiency in past in after sales
services lead to customer dissatisfaction.
 There is huge opportunity in the market for
more ECR the company can fill that demand
by more promotion of the company.
 There is more inclination of the new buyer
towards PC rather than an ECR .
 More emphasis should be laid on providing
better after sales service.