A Summer Project report On Brand Awareness of Orpat Home Appliances Product in East Delhi & Noida

At ORPAT IND. ESTATE, MORBI, GUJARAT (As partial fulfillment for the award of MBA degree under U.P. Technical University Lucknow 2005-07)

Under the guidance of: Dr. Neera Jain IMS NOIDA

Submitted by: Miss. Richa Jain

INSTITUTE OF MANAGEMENT STUDIES, NOIDA

Certification

This is certified that Richa Jain, Roll No. 0509870265, MBA (2005-07) has undertaken the project titled Brand Awareness of Orpat Home Appliances Product as partial fulfillment for the award of MBA degree under U.P. Technical University Lucknow, under my guidance from 9th June, 2006 to 9th August, 2006 at Orpat Ind. Estate,Morbi.

AREA SALES MANAGER ORPAT IND. ESTATE, MORBI

DECLARATION

I hereby declare that the project report entitled Brand Awareness of Orpats Home Appliances Product in Noida and East Delhi The information, facts and finding in this report are based on my indigenous work and are original in nature. This information is used for academic purpose only. Any resemblance for existing work is purely coincidental.

Place: Date:

Richa Jain Roll No. 0509870265 M.B.A -III semester IMS, NOIDA

PREFACE

For the deep inclination into the management concepts practical work is important aspect. Theoretical knowledge gives us the fundamental concepts of management and practical work teaches us these tact and skills, which are successfully employed to capture todays competitive market. The main objective of Dissertation and Project is familiarization with the necessary theoretical inputs and to gain sufficient practical exposure to establish distant linkage between the conceptual knowledge to practical situations. Practical work thus plays an important role in developing and sharpening ones skill in the field of business and management and administration. I had completed my summer training from Orpat India Ltd. The whole two month training period was a stress able period as my marketing skills were explored by the company. Marketing research comprises one of the most important fascinating facts of the marketing policies of the companies. All the learnt theories seem too flourished as practical situations in front of me while going through the work in the training period. Topics like segmenting, targeting, positioning, customer behaviors were in mind during the time stress.

ACKNOWLEDGEMENT
After completing some assignment when one reflects upon it, there flitup host faces of those persons who have in some way or the other helped in compiling the project Fulfillment of any project is the consequence of the integrated Efforts of number of peoples. Hence the opportunity comes to thankfully acknowledge the since co-ordination and needy assistance given by my supervisor, sales executive and my friends. First of all I would like to intend my sincere thanks to Mr. Ankur Dalela Area Sales Manager, for his learned guidance, timely help, constructive criticism, valuable suggestions, and providing me the opportunity to do my summer training project with Orpat ind. Estate, Morbi I am also thanking full to Rajeev Jain (Cluster Head), my project coordinator, who helped me in collection, understanding and explanation of data and material compulsory for the completion of project. Finally I thank the almighty god with whose grace I was always motivated and deeply engrossed with my project during the entire duration from its conception to success.

Contents
S.NO TITLE
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. Executive Summary Objective of the Study Company Profile Product Profile Research Methodology Date Interpretation & analysis Findings Limitations Recommendations Bibliography Annexure 29-38 39-49 50-51 52-53 54-55 56-57 58-60

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7 10-11 12-23 24-28

EXECUTIVE SUMMARY

The project made by me aims to know the Brand awareness of the orpat home appliances products .For fulfilling this objective a depth study has been done by me. In
my project the most important part was to study the Brand awareness of Orpats Home Appliances product and its competitors, to understand the level of awakening visibility of Orpats Home appliances and its competitors & thinking of executives towards them and finally approaching to certain measures to overcome the unfavorable conditions, if any. My main aim was to create awareness about the product which falls under the brand of the orpat home appliances product.. The project study is fully depending on the primary data collected by myself and the sources of data are personal interview and filling up of the questionnaire. It is well said any thing presented in the graphical or picture form can leave an image in the mind of reader, so following this concept all the data has been presented by Bar chart and Pie Chart.

The different project and areas was assigned to nine students, which was transferred from the ELLORA TIME LTD., GUJARAT. I had been assigned The Project entitled BRAND AWARNESS OF ORPATS HOME APPLIANCES PRODUCT I had surveyed many different areas of NOIDA and East Delhi. The areas covered by me were sector 1, sector 2, of Noida and parts of East Delhi which comprises of Gandhi Nagar, Raghubar Pura, Mandoli, Vishwas Nagar, Chandni Chowk. Sastri Nagar. 7

BRAND

A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of advertising, design, and media commentary. A brand is a symbolic embodiment of all the information connected to a company, product or service. A brand serves to create associations and expectations among products made by a producer. A brand often includes an explicit logo, fonts, color schemes, symbols, which may be developed to represent implicit values, ideas, and even personality. The brand, and "branding" and brand equity have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". [1]

CONCEPTS -:
Some marketers distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. Marketers engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image may be developed by attributing a "personality" to or associating an "image" with a product or service, whereby the personality or image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. A brand which is widely known in the marketplace acquires brand recognition. Where brand recognition builds up to a point where a brand enjoys a critical mass of positive sentiment in the marketplace, it is said to have achieved brand franchise. One goal in brand recognition is the identification of a brand without the name of the company present. For example, Disney has been successful at branding with their particular script font (originally created for Walt Disney's "signature" logo), which it used in the logo for go.com. 9

Brand equity measures the total value of the brand to the brand owner, and reflects the extent of brand franchise. The term brand name is often used interchangeably with "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of a brand. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. A brand owner may seek to protect proprietary rights in relation to a brand name through trademark registration. The act of associating a product or service with a brand has become part of pop culture. Most products have some kind of brand identity, from common table salt to designer clothes. In non-commercial contexts, the marketing of entities which supply ideas or promises rather than product and services (e.g. political parties or religious organizations) may also be known as "branding". Consumers may look on branding as an important value added aspect of products or services, as it often serves to denote a certain attractive quality or characteristic. From the perspective of brand owners, branded products or services also command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic, store-branded product), people may often select the more expensive branded product on the basis of the quality of the brand or the reputation of the brand owner. Advertising spokespersons have also become part of some brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the Tiger of Kelloggs.

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Brand monopoly-:
In economic terms the "brand" is, in effect, a device to create a "monopoly" or at least some form of "imperfect competition" so that the brand owner can obtain some of the benefits which accrue to a monopoly, particularly those related to decreased price competition. In this context, most "branding" is established by promotional means. However, there is also a legal dimension, for it is essential that the brand names and trademarks are protected by all means available. The monopoly may also be extended, or even created, by patent, copyright, trade secret (e.g. secret recipe), and other sui generis intellectual property regimes (e.g.: Plant Varieties Act, Design Act). In all these contexts, retailers' "own label" brands can be just as powerful. The "brand", whatever its derivation, is a very important investment for any organization. RHM (Rank Hovis McDougall), for example, have valued their international brands at anything up to twenty times their annual earnings.

Branding policies
There are a number of possible policies. ]

Company name
Often,especially in the industrial sector, it is just the company's name which is promoted (leading to one of the most powerful statements of "branding"; the saying, before the company's downgrading, "No-one ever got fired for buying IBM"). 11

Family branding
In this case a very strong brand name (or company name) is made the vehicle for a range of products (for example, Mercedes or Black & Decker) or even a range of subsidiary brands (such as Cadbury's Dairy Milk, Cadbury's Flake or Cadbury's Fingers in the United States).

Individual brandin
Each brand has a separate name (such as Seven-Up or Nivea Sun (Beiersdorf)), which may even compete against other brands from the same company (for example, Persil, Omo and Surf are all owned by Unileve

Derived brands
In this case the supplier of a key component, used by a number of suppliers of the end-product, may wish to guarantee its own position by promoting that component as a brand in its own right. The most frequently quoted example is Intel (in the PC market, with the slogan 'Intel Inside'), but the sweetener Aspartame used much the same approach (to lock in the soft drinks manufacturers who represented a major market for the product).

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Brand development
In terms of existing products, brands may be developed in a number of ways

Brand extension
The existing strong brand name can be used as a vehicle for new or modified products; for example, after many years of running just one brand, Coca-Cola launched "Diet Coke" and "Cherry Coke"; although its subsequent change to its main brand and the retrenchment to 'Classic Coke' demonstrated some of the problems this may cause. Procter & Gamble (P&G), in particular, has made regular use of this device, extending its strongest brand names (such as Fairy Soap) into new markets (the very successful Fairy Liquid, and more recently Fairy Automatic)

Multi-brands
Alternatively, in a market that is fragmented amongst a number of brands a supplier can choose deliberately to launch totally new brands in apparent competition with its own existing strong brand (and often with identical product characteristics); simply to soak up some of the share of the market which will in any case go to minor brands. The rationale is that having 3 out of 12 brands in such a market will give a greater overall share than having 1 out of 10 (even if much of the share of these new brands is taken from the existing one). In its most extreme manifestation, a supplier pioneering a new market which it believes will be particularly attractive may choose immediately to launch a second brand in competition with its first, in order to pre-empt others entering the market.

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Individual brand names naturally allow greater flexibility by permitting a variety of different products, of differing quality, to be sold without confusing the consumer's perception of what business the company is in or diluting higher quality products. Once again, Procter & Gamble is a leading exponent of this philosophy, running as many as ten detergent brands in the US market. This also increases the total number of "facings" it receives on supermarket shelves. Sara Lee, on the other hand, uses it to keep the very different parts of the business separate from Sara Lee cakes through Kiwi polishes to L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield Inns for its budget chain (and Ramada uses Rodeway for its own cheaper hotels). Cannibalism is a particular problem of a "multibrand" approach, in which the new brand takes business away from an established one which the organization also owns. This may be acceptable (indeed to be expected) if there is a net gain overall. Alternatively, it may be the price the organization is willing to pay for shifting its position in the market; the new product being one stage in this process.

Small business brands

Branding a small business is essentially the same thing as a larger corporation, the only differences being that small businesses usually have a smaller market and have less reach than larger brands. Some people argue that it is not possible to brand a small business, however there are many examples of small businesses that became very successful due to branding. Starbucks is one company that used almost no advertising and over a period of ten years developed such a strong brand that the company went from one shop to hundreds. 14

Own brands and generics

With the emergence of strong retailers the "own brand", the retailer's own branded product (or service), also emerged as a major factor in the marketplace. Where the retailer has a particularly strong identity (such as Marks & Spencer in clothing) this "own brand" may be able to compete against even the strongest brand leaders, and may dominate those markets which are not otherwise strongly branded. There was a fear that such "own brands" might displace all other brands (as they have done in Marks & Spencer outlets), but the evidence is that at least in supermarkets and department stores consumers generally expect to see on display something over 50 per cent (and preferably over 60 per cent) of brands other than those of the retailer. Indeed, even the strongest own brands in the United Kingdom rarely achieve better than third place in the overall market. Therefore the strongest independent brands (such as Kellogg's and Heinz), which have maintained their marketing investments, should continue to flourish. More than 50 per cent of United Kingdom FMCG brand leaders have held their position for more than two decades, although it is arguable that those which have switched their budgets to "buy space" in the retailers may be more exposed. The strength of the retailers has, perhaps, been seen more in the pressure they have been able to exert on the owners of even the strongest brands (and in particular on the owners of the weaker third and fourth brands). Relationship marketing has been applied most often to meet the wishes of such large customers (and indeed has been demanded by them as recognition of their buying power). Some of the more active marketers have now also switched to 'category marketing' - in which they take into account all the needs of a retailer in a product category rather than more narrowly focusing on their own brand. 15

At the same time, probably as an outgrowth of consumerism, "generic" (that is, effectively unbranded goods) have also emerged. These made a positive virtue of saving the cost of almost all marketing activities; emphasizing the lack of advertising and, especially, the plain packaging (which was, however, often simply a vehicle for a different kind of image). It would appear that the penetration of such generic products peaked in the early 1980s, and most consumers still seem to be looking for the qualities that the conventional brand provides.

History
Brands in the field of marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, which is where the term comes from. These factories, generating mass-produced goods, needed to sell their products to a wider market, to a customer base familiar only with local goods. It quickly became apparent that a generic package of soap had difficulty competing with familiar, local products. The packaged goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Campbell soup, Aunt Jemima, and Quaker Oats were among the first products to be 'branded', in an effort to increase the consumer's familiarity with their products. Many brands of that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish illustrations of the problem. Around 1900, James Walter Thompson published a house ad explaining trademark advertising. This was an early commercial explanation of what we now know as branding. Companies soon adopted slogans, mascots, and jingles which began to appear on radio and early television. By the 1940s, 16

manufacturers began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. From there, manufacturers quickly learned to associate other kinds of brand values, such as youthfulness, fun or luxury, with their products. This began the practice we now know as branding, where it is felt that consumers buy the brand instead of the product. This trend continued to the 1980s, which have been described as "brand equity mania".In 1988, Phillip Morris purchased Kraft for six times what the company was worth on paper; it was felt that what they really purchased was its brand.

Attitude branding
Attitude branding is the choice to represent a large feeling, which is not necessarily connected with the product or consumption of the product at all. Marketing labeled as attitude branding include that of Nike, Starbucks, The Body Shop, Safeway, and Apple Computer. In the 2000 book, No Logo, attitude branding is described as a "fetish strategy".

"A great brand raises the bar -- it adds a greater sense of purpose to the experience, whether it's the challenge to do your best in sports and fitness, or the affirmation that the cup of coffee you're drinking really matters." - Howard Shultz (head of marketing for Starbucks and formerly Nike) 17

ABOUT BRAND AWARENESS

Brands identify the source or maker of a product and allow consumers ------ either individuals or originations ------ to assign responsibility to a particular manufacturer or distributor. Consumer may evaluate the identical product differently depending on how it is branded. Consumers learn about brands through past experiences with the product and its marketing program. They find out which 18

brands satisfy their needs and which ones do not .As consumers lives become more complicated, rushed, and time-starved, the ability of brand to simplify decision making and reduce risk is invaluable.

Brands also perform valuable functions for firms. First, they simplify product handling and tracing. Brands help to organize inventory and accounting records. A brand also offers the firm legal protection for unique features or aspects of the product. The brand name can be protected through registered trademarks; manufacturing processes can be protected through patents; and packaging can be protected through copyrights and designs.

Brands can signal a certain level of quality so that satisfied buyers can easily choose the product again. To, firms, brands represent enormously valuable pieces of legal property that can influence consumer behavior, be bought and sold, and provide the security of sustained future revenues to their owner.

It is ability of a potential buyer to recognize or recall that a brand is a part of a product category. In other words the customer should be able to identify a firms product in the retail stores or able to recall its brand whenever he or she thinks of the product class. Brand awareness has to be thought of as a continuous range from an uncertain feeling that a brand is recognized to a belief that it is only one in the product class . At the top end of this continuum is the brand that exists at the top of the customers mind this is a happy and most desired condition which any marketer seeks. The next level is of all the other brands that are recalled by the customer in an unaided form. The customer is asked to recall as many brands as he or she is able to whenever one thinks of a product. 19

Brand recognition is the third level and perhaps the lowest level. Here customers are aided in recalling or recognizing brands or associating brands with a product class. This is important at the point of purchase.

The figure which has been shown sums up this continuum and also its implication on brand equity of the firm.

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High Top of the mind

Brand equity high

Brand recall

Vulnerable equity

Brand recognition

Diffused equity

Low Unaware of brand

No equity

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The contribution of awareness to building up an equity for brand can be gauged by the fact that high awareness creates association of the customers mind . He or she is able to associate different images with the brand and this in turn can help generate a customers liking for it. It can also lead to a large base of committed customers, and all these benefits in turn will help the firm have more leverage in the market place.

Brand management
The discipline of brand management was started at Procter & Gamble PLC as a result of a famous memo by Neil H. McElroy. Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. This results from a combination of increased sales and increased price. Principles: 22

A good brand name should:

be legally protectable be easy to pronounce be easy to remember be easy to recognize attract attention suggest product benefits (e.g.: Easy-Off) or suggest usage

suggest the company or product image distinguish the product's positioning relative to the competition.

Types of brands : A premium brand typically costs more than other products in the category. An economy brand is a brand targeted to a high price elasticity market segment. A fighting brand is a brand created specifically to counter a competitive threat. When a company's name is used as a product brand name, this is referred to as corporate branding. When one brand name is used for several related products, this is referred to as family branding. When all a company's products are given different brand names, this is referred to as individual branding. When a company uses the brand equity associated with an existing brand name to introduce a new product or product line, this is referred to as brand leveraging. When large retailers buy products in bulk from manufacturers and put their own brand name on them, this is called private branding, store brand, or private label. Private brands can be differentiated from manufacturers' brands (also referred to as national brands). When two or more brands work 23

together to market their products, this is referred to as co-branding. When a company sells the rights to use a brand name to another company for use on a non-competing product or in another geographical area, this is referred to as brand licensing.

Techniques: Brand rationalization refers to reducing the number of brands marketed by a company. Some companies tend to create more brands and product variations within a brand than economies of scale would indicate. Sometimes, they will create a specific service or product brand for each market that they target. In the case of product branding, they may do this to gain retail shelf space (and reduce the amount of shelf space allocated to competing brands). A company may decide to rationalize their portfolio of brands from time to time to gain production and marketing efficiencies. They may also decide to rationalize a brand portfolio as part of corporate restructuring. A recurring challenge for brand managers is to build a consistent brand while keeping its message fresh and relevant. An older brand identity may be misaligned to a redefined target market, a restated corporate vision statement, revisited mission statement or values of a company. Brand identities may also lose resonance with their target market through demographic evolution. Repositioning a brand (sometimes called rebranding), may cost some past brand equity, and can confuse the target market, but ideally, a brand can be repositioned while retaining existing brand equity for leverage. 24

Problems: There are several problems associated with setting objectives for a brand or product category.

Many brand managers limit themselves to setting financial objectives. They ignore strategic objectives because they feel this is the responsibility of senior management.

Most product level or brand managers limit themselves to setting short term objectives because their compensation packages are designed to reward short term behaviour. Short term objectives should be seen as milestones towards long term objectives.

Often product level managers are not given enough information to construct strategic objectives.

It is sometimes difficult to translate corporate level objectives into brand or product level objectives. Changes in shareholders' equity are easy for a company to calculate. It is not so easy to calculate the change in shareholders' equity that can be attributed to a product or category. More complex metrics like changes in the net present value of shareholders' equity are even more difficult for the product manager to assess.

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In a diversified company, the objectives of some brands may conflict with those of other brands. Or worse, corporate objectives may conflict with the specific needs of your brand. This is particularly true in regard to the trade-off between stability and riskiness. Corporate objectives must be broad enough that brands with high risk products are not constrained by objectives set with cash cows in mind (see B.C.G. Analysis). The brand manager also needs to know senior management's harvesting strategy. If corporate management intends to invest in brand equity and take a long term position in the market (i.e. penetration and growth strategy), it would be a mistake

for the product manager to use short term cash flow objectives (ie. price skimming strategy). Only when these conflicts and tradeoffs are made explicit, is it possible for all levels of objectives to fit together in a coherent and mutually supportive manner.

Many brand managers set objectives that optimize the performance of their unit rather than optimize overall corporate performance. This is particularly true where compensation is based primarily on unit performance. Managers tend to ignore potential synergies and inter-unit joint processes.

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Positive Company Branding When the company tries to establish its company's position in the market company branding plays a major role in the marketing planning. Company branding involves the Identity, differentiation, and reputation of the company and the products related to the company. The effectiveness of the company brand can be measured by how people perceive the company/ its products. How the brand is portrayed, recognized, respected and remembered in the community are also the yard sticks to measure the effectiveness of the branding strategy with existing and potential customers. A brand is not just a name or a logo. By a brand the companies are in a way communicating a promise to the existing and prospective customers. A company or product brand conveys to the customer its promise that it will deliver to them. Company branding therefore is a serious subject and should be left to the professionals in the field. Company branding helps to gear up the advertising. When people are familiar with the company name, logo, products and the brand, they try to relate with association. This is helpful when the company 27

places a commercial or a print advertisement as the people would easily connect to the company with this brand name. It can just concentrate on one thing and that is selling the products.

When people start recognizing its logo, and come to know the great practices the company stands for, then they will rely and associate with the products as well. The company has to create a niche for itself first and then things will be easier for the company. It takes a significant amount of effort to market its products and this need to be sustained over a relatively long period of time. This is where the company needs to consult the agency to assist it. So, right from the very beginning, The company has to work towards building a strong brand and creating brand awareness. If the company has a strong brand presence, people will automatically be drawn to the company when they are looking for that particular product. This is what every business aims to achieve - an automated customer. Company brand, company branding, creating strong brand.

The contribution of awareness to building up an equity for brand can be gauged by the fact that high awareness creates association of the customers mind . He or she is able to associate different images 28

with the brand and this in turn can help generate a customers liking for it. It can also lead to a large base of committed customers, and all these benefits in turn will help the firm have more leverage in the market place.

MARKETING The management process responsible for identifying, anticipating and satisfying customer requirements profitability 'Marketing is not about providing products or services it is essentially about providing changing benefits to the changing needs and demands of the customer

MARKETING STRATEGIES WATCH THE PRODUCT LIFE CYCLE BUT MORE INPORTANT IS WATCH THE MARKET LIFE CYCLE

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Strategy is the crafting of plans to reach goals. Marketing strategies are those plans designed to reach marketing goals. A good marketing strategy should integrate an organizations marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to put the organization into a position to carry out its mission effectively and efficiently and they are basically based on the firms mission statement. There is not only a single strategy which every marketer can follow, strategies are basically divided according to the market needs.

Some of the basic strategies are-:

Ansoffs Matrix

A common tool used within marketing was developed by Igor Ansoff in 1957. His model gives organisation five strategic business options.

1. Market Penetration: This involves increasing sales of an existing product and penetrating the market further by either promoting the product heavily or reducing prices to increase sales.

2. Product Development: The organisation develops new products to aim within their existing 30

market, in the hope that they will gain more custom and market share. For Example Sony launching the Playstation 2 to replace their existing model..

3. Market Development: The organisation here adopts a strategy of selling existing products to new markets. This can be done either by a better understanding of segmentation, i.e who else can possibly purchase the product or selling the product to new markets overseas.

4. Diversification: Moving away from what you are selling (your core activities) to providing something new eg Moving over from selling foods to selling cars. 5. Consolidation: Where the organisation adopts a strategy of withdrawing from particular markets, scaling back on operations and concentrating on its existing products in existing markets.

PRODUCT ANSOFFS MATRIX

MARKET current M A R K E T PENETRATION

PRODUCTnew DEVELOPMENT

MARKET DEVELOPMENT

DIVERSIFICATI ON

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Michael Porters Generic Strategies

For an organisation to obtain a sustainable competitive advantage Michael Porter suggested that they should follow either one of three generic strategies. Strategy one: Cost Leadership. This strategy involves the organisation aiming to be the lowest cost producer within their industry. The organisation aims to drive cost down through all the elements of the production of the product from sourcing, to labour costs. The cost leader usually aims at a broad market, so sufficient sales can cover costs. Some organisation may aim to drive costs down but will not pass on these cost savings to their customers aiming for increased profits clearly because their brand can command a premium rate. Strategy 2: Differentiation 32

To be different, is what organisations strive for. Having a competitive advantage which allows the company and its products ranges to stand out is crucial for their success. With a differentiation strategy the organisation aims to focus its effort on particular segments and charge for the added differentiated value. New concepts which allow for differentiation can be patented, however patents have a certain life span and organisation always face the danger that their idea that gives the competitive advantage will be copied in one form or another. Strategy 3: Niche strategies Here the organisation focuses its effort on one particular segment and becomes well known for providing products/services within the segment. They form a competitive advantage for this niche market and either succeed by being a low cost producer or differentiator within that particular segment. Are you Stuck in the middle

The danger some organisation face is that they try to do all three and become what is known as stuck in the middle. The have no clear business strategy, be all to all consumers, which adds to their running costs causing a fall in sales and market share. Stuck in the middle companies are usually subject to a takeover or merger.

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A FOCUS STRATEGY may be the most sophisticated of the generic strategies, in that it is a more 'intense' form of either the cost leadership or differentiation strategy. It is designed to address a "focused" segment of the marketplace, product form or cost management process and is usually employed when it isn't appropriate to attempt an 'across the board' application of cost leadership or differentiation. It is based on the concept of serving a particular target in such an exceptional manner, that others cannot compete. Usually this means addressing a substantially smaller market segment than others in the industry, but because of minimal competition, profit margins can be very high. Pricing: Having defined the overall offering objective and selecting the generic strategy you must then decide on a variety of closely related operational strategies. One of these is how you will price the offering. A pricing strategy is mostly influenced by your requirement for net income and your objectives for long term market control. There are three basic strategies you can consider.

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A SKIMMING STRATEGY If your offering has enough differentiation to justify a high price and you desire quick cash and have minimal desires for significant market penetration and control, then you set your prices very high. A MARKET PENETRATION STRATEGY If near term income is not so critical and rapid market penetration for eventual market control is desired, then you set your prices very low. A COMPARABLE PRICING STRATEGY If you are not the market leader in your industry then the leaders will most likely have created a 'price expectation' in the minds of the marketplace. In this case you can price your offering comparably to those of your competitors.

Marketing Mix

The marketing mix is the combination of marketing activities that an organisation engages in so as to best meet the needs of its targeted market. Traditionally the marketing mix consisted of just 4 Ps. The marketing mix thus consists of four main elements: 1. Product 2. Price 3. Place 4. Promotion.

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Getting the mix of these elements right enables the organisation to meet its marketing objectives and to satisfy the requirements of customers. In addition to the traditional four Ps it is now customary to add some more Ps to the mix to give us 36

Seven Ps. The additional Ps have been added because today marketing is far more customer oriented than ever before, and because the service sector of the economy has come to dominate economic activity in this country. These 3 extra Ps are particularly relevant to this new extended service mix. The three extra Ps are: 1. Physical layout - in the days when manufacturing dominated the UK economy the physical layout of production units such as factories was not very important to the end consumer because they never went inside the factory. However, today consumers typically come into contact with products in retail units - and they expect a high level of presentation in modern shops - e.g. record stores, clothes shops etc. Not only do they need to easily find their way around the store, but they also often expect a good standard or presentation.

The importance of quality physical layout is important in a range of service providers, including:

Students going to college or university have far higher expectations about the quality of their accommodation and learning environment than in the past. As a result colleges and universities pay far more attention to creating attractive learning environments, student accommodation, shops, bars and other facilities.

Air passengers expect attractive and stimulating environments, such as interesting departure lounges, with activities for young children etc.

Hair dressing salons are expected to provide pleasant waiting areas, with attractive reading materials, access to coffee for customers, etc. 37

Physical layout is not only relevant to stores, which we visit, but also to the layout and structure of virtual stores, and websites.

Marketing/Sales

The marketing and sales organization is analyzed for its strengths and current activities. Factors to consider include:

Experience of Marketing/Sales manager including contacts in the industry (prospects, distribution channels, media), familiarity with advertising and promotion, personal selling capabilities, general management skills and a history of profit and loss responsibilities.

The ability to generate good publicity as measured by past successes, contacts in the press, quality of promotional literature and market education capabilities.

Sales promotion techniques such as trade allowances, special pricing and contests. The effectiveness of your distribution channels as measured by history of relations, the extent of channel utilization, financial stability, reputation, access to prospects and familiarity with your offering.

38

Advertising capabilities including media relationships, advertising budget, past experience, how easily the offering can be advertised and commitment to advertising.

Sales capabilities including availability of personnel, quality of personnel, location of sales outlets, ability to generate sales leads, relationship with distributors, ability to demonstrate the benefits of the offering and necessary sales support capabilities.

The appropriateness of the pricing of your offering as it relates to competition, price sensitivity of the prospect, prospect's familiarity with the offering and the current market life cycle stage.

Customer Services The strength of the customer service function has a strong influence on long term market success. Factors to consider include:

Experience of the Customer Service manager in the areas of similar offerings and customers, quality control, technical support, product documentation, sales and marketing.

The availability of technical support to service your offering after it is purchased. One or more factors that causes your customer support to stand out as unique in the eyes of the customer.

Accessibility of service outlets for the customer. The reputation of the enterprise for customer service. 39

Ladder of customer loyalty

Relationship marketing is about developing long term relationships with the customer. A company needs to be able to turn a one off sale into a fruitful long-tem relationship where both parties will benefit. The ladder of customer loyalty talks about the different types of customers the company encounters. The aim of relationship marketing is to retain customers, as it can cost a company anything as up to six times as much to attract new customers. There are five steps in this ladder. Starting with:

Suspect. 40

A suspect is someone who comes across your companies promotion. They are a potential suspect for your company. Prospect If the person is interested in your promotion they become a potential prospect. Customers A customer is someone who purchases either your product or service. Clients Clients are those who come back to you. Advocates Promotes your business on your behalf. They are so happy about your product/service that they tell others.

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Diagram: Ladder of Customer Loyalty

ADVOCATE

CLIENT

CUSTOMER

PROSPECT

SUSPECT

42

MARKET SEGMENTATION

Market segmentation is one of the steps that goes into defining and targeting specific markets. It is the process of dividing a market into a distinct group of buyers that require different products or marketing mixes. A key factor to success in today's market place is finding subtle differences to give a business the marketing edge. Businesses that target specialty markets will promote its products and services more effectively than a business aiming at the "average" customer. Opportunities in marketing increase when segmented groups of clients and customers with varying needs and wants are recognized. Markets can be segmented or targeted using a variety of factor. The bases for segmenting consumer markets include:

Demographical bases (age, family size, life cycle, occupation) Geographical bases (states, regions, countries) Behavior bases (product knowledge, usage, attitudes, responses) 43

Psychographic bases (lifestyle, values, personality)

A business must analyze the needs and wants of different market segments before determining their own niche. To be effective in market segmentation keeps the following things in mind:

Segments or target markets should be accessible to the business Each segmented group must be large enough to provide a solid customer base. Each segmented group requires a separate marketing plan.

Large companies segment their markets by conducting extensive market research projects. This research is often too expensive for small businesses to invest in, but there are alternative ways for to a small business to segment their markets.

A small business can do the following to gain knowledge and information on how to segment their markets: 1. Use secondary date resources and qualitative research. One can use the following resources for external secondary data:
o o o

Trade and association publications and experts Basic research publications External measurement services

2. Conduct informal factor and cluster analysis by:

o o

Watching key competitors marketing efforts and copying them. Talking to key trade buyers about new product introductions 44

Conducting needs analysis from qualitative research with individuals and groups.

There are many reasons for dividing marketing into smaller segments. Any time you suspect there are significant, measurable differences in your market you should consider market segmentation. By doing so one can make marketing easier, discover niche markets, and become more efficient with your marketing resources.

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Brief description of the problem/work

The main problem was to workout the brand awareness of Orpat home appliances product as in the mind of the customers. And based on these findings work out ways to develop the brand awareness of the company.

To achieve the aim of gaining an insight in the customers mind a questionnaire was developed and administered to the executives in random. The data collected was

46

then analyzed to derive the brand awareness of the company in the eyes of the customers. Based on these findings of the analysis recommendations were given to the company.

47

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE:
48

The main objective is Brand Awareness of Orpat home Appliances Products. SECONDARY OBJECTIVE: To know the market demand of the product. To check which other brands are used by the peoples. To find out the perception of peoples about the Orpat Home Applainces Products.

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The Genesis of the company

Diesel Engines-1965 Transistor clock-1971 Winding Clock-1977

50

 Quartz Clock-1982 Musical clock-1985 Alarm Timepiece-1992 Calculater-1994 Telephone-1996 Educational toys-1999 Home Appliances-2000 CFL-2004 Electrical Accessories-2006 Food Products-2006

THE VISION OF THE COMPANY

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 The vision of the company is to be one of the largest players in the electronics industry with total in-house production processes. To provide highest employment in Gujarat by providing equal employment opportunities.

To be remain pioneers in quartz Technology and manufacturing of Calculators.

Harness the latest technologies for simplification of processes and rapid Expansion.

To be Indias largest manufacturer of the household electronics product.

THE PROFILE OF ORPAT COMPANY

Sprawling across 15, 00,000 sq.ft. around the pristine surroundings of a little town called MORBI, in a state fondly called the entrepreneurial capital of India, Gujarat, lies the manufacturing facility of one of the nations most diversified business conglomerates, The AJANTA-ORPAT Group. 52

It all began with the vision of founder Shri Odhavji R. Patel who persevered with his commitment to provide technologically superior products to the Indian consumer at a reasonable price . It was a matter of only a few years before AJANTA become the worlds Largest Clock Manufacturer. Success followed in Calculators and Telephones and soon, the ORPAT name had penetrated millions of Indian households. Today the Rs. 250 crore group has diversified into areas like Home Appliances, Compact Fluorescent Lights and Educational Toys without digressing from its basic ideology, world- class products at an affordable price.

Numerous awards and felicitations have graced the group since then but what keeps the 6000 employees buoyed most, is the fact that at the core of everything lies exemplary teamwork and inspired leadership. This has also reflected in the superlative performance in all the fields that the AJANTAORPAT Group has ventured into, earning it a name which has become synonymous with reliability and trust.

With the values of dedication, commitment and hard work, the company as a team is climbing the ladder of success. At present, the company has a wide range of products in different segments. Clocks, Telephones, Calculators, Timepieces and Educational Toys are just to name a few. Recently, ORPAT entered into manufacturing of Home Appliances with a full range of products like Irons, Water Filters, Water Dispensers, Water Purifiers, Water Sterilizers, Room Heaters, Table Fans, Wall mounting Fans, Pedestal Fans, Water Heaters, Mixer Grinder, Kettle, Emergency Lights, Ice Shaver, Air Coolers and many more. 53

Recently concluded Volumetric Production Analysis gives an indication of company's capabilities. The company has achieved a World record of Manufacturing 1, 25, 41,602 clocks during 20012002. The company has several feathers attached to its achievements cap out of which the most familiar is that ORPAT has been winning the ESC award for the Excellence in Exports in the field of Electronics by the Ministry of Communication and Information Technology for 7 consecutive years. With more than 220 wholesalers and around 50,000 retailers dotting the country, the company has one of the best distribution networks in the Nation. At present, ORPAT is manufacturing around 100 models of Wall Clocks, 40 models of Timepieces, 25 models of Telephones, 30 models of Calculators and 3 different varieties of Educational toys in 6 different colours. Even after wide range of models in each products, new models are introduced every month to remain always ahead and unbeatable in the Global Market. The company has many firsts to its credits. The company pioneers in India to undertake in-house C.O.B. Technology. Being an ISO-9002 and CE Certified Company, it has introduced innovative processes in the areas of Inventory Management, Finance, Marketing and R&D. As a result of which, the Group's dependency on working capital assistance from Commercial banks is virtually nil. On export front too, the company has emerged a clear winner, gathering many accolades in the process. Today, ORPAT products enjoy a prominent place in more than 45 countries. The company has struck to its motto of providing world class quality products and is confident of staying ahead.

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Management

The growth of ORPAT as an industrial conglomerate is attributed to the vision and arsightedness of the management team. The management strongly believes in the fundamentals of social upliftment through education and employment. Hardwork and Quality have always been the buzzwords at ORPAT. The initiatives like ISO-90002001 Certification ensures that the company stay on the cutting edge quality, technology and processes.

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SHRI ODHAVJIBHAI R. PATEL Chairman (Popularly Known as O.R. Patel)

Basically a Science teacher in V.C. Technical High School, Morbi, he also looked after cloth shops and oil engineering manufacturing. In 1971, he established a small unit for the manufacturing of Mechanical Clocks under the name of Ajanta Transistor Clock Mfg. Co.sugar, roofing, tiles and pharmaceuticals are the additional areas in which Shri O.R. Patel has provided the leadership to the 56

group. O.R. Patel was awarded "Man of the Year" (Horological Field) Highest Export Award of Electronics Consumer Goods for year 1991-92.

SHRI PRAVEENBHAI O. PATEL (Managing Director)

Born on 27-12-1953, he is a B.E. (Mechanical Engineering) by qualifications. He Joined watch clock manufacturing activity in 1971 to support his father Shri O.R.Patel and since then he is actively engaged in all the ventures started by the group. His expertise in Production, Sales, Quality Control, Finance and Public Relations has enriched the group. He has traveled around the world for the market and its know-how. It is only due to his dedication and efforts that ORPAT INDUSTRIAL 57

ESTATE is having a stature of World-Class Manufacturing Unit.

He was the recipient of the "TRADE POST MAN OF THE YEAR" award for year 1999 as an honour for acknowledging ORPAT's achievement of being highest exporter of electronics consumer goods and India's leading quartz alarm clocks despite free imports and Chinese Challenge.

SHRI JAYSUKHBHAI O. PATEL (Director)

Jaysukhbhai has 5 years experience in Sugar Manufacturing Unit. With his efficiency and hardwork, he completed the entire construction, layout, planning and interior designing of ORPAT INDUSTRIAL ESTATE within a record period of 12 months. He currently looks after the development of international market for ORPAT's Products. He has visited 30 countries to develop personal contacts with foreign buyers and suppliers. He is actively engaged for diversification, expansion and modernization of ORPAT's activities.

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Infrastructure

Quality of the products depends largely on the quality of Infrastructure. ORPAT is equipped with a perfectly planned Infrastructure matching with International Standards. ORPAT is the only company which has installed 130 imported Injection Moulding Machines with Microprocessor 59

based Control Systems. The company uses most advanced and sophisticated machinery to give best International standard products.

Achievements

Growth rate of ORPAT products is touching new horizons day by day and year by year and are being awarded by Government of India, Department of Electronics, ESC, Gujarat Government of Gujarat and State bank of Saurashtra for best exports as under:

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1) In the year 1992, "Man of the Year" award was felicitated upon ORPAT's Chairman Shri Odhavjibhai R. Patel, under whose able guidance ORPAT has become India's Largest Time Piece Manufacturer and the recipient of Exports awards for outstanding export performance every year since 1991-92. 2) For the company export performance during the year 1997-98 the Ministry of Commerce, Government of India has awarded "Certificate of Merit" to Ellora Time (P) Ltd.. Honorable Prime Minister Shri Atal Bihari Vajpayee at a function organised at Vigyan Bhavan presented this award to the company on January 21, 1999. Shri A. O. Patel, Director of the company received the award on behalf of the company.

3) Ellora Time (P) Ltd. had achieved a record sales target of 17, 55,000 Quartz Time Pieces and earned a foreign exchange of $35 Lacks to the nation during the financial year1997-98 through exports. The total value of exports during the year was Rs, 12.96 Crores. 4) Electronics and Computer Software Export Promotion Council Award for Excellence in Export Performance chose the company for the recognition in year 1996-97 and 1997-98. 5) Company's Managing Director Shri Pravin O. Patel was the recipient of the "TRADE POST MAN OF THE YEAR" award for year 1999 as an honour for acknowledging ORPAT's achievement of

61

being highest exporter of electronics consumer goods and India's leading quartz alarm clocks despite free imports and Chinese Challenge.

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PRODUCT PROFILE Juicer Extractor Features Of the Products; Powerfull high watt Compact elegant design Transparent jar 63

Safty switch

Hair Dryer

Two speed setting Safety Cutt off Voltage 200/240v,50sz,Ac Decachable Nozzle

Hand Blender

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Effective Design Single multipurpose Mixed blade High Compatable

Steam spray iron

Auto temperature Controller Available in four Colours Effective Design

Kettle

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1.7l capacity Two Water Level indicators Over Heat & Boil Dry Function Auto Stop Switch with Indicator Light 3600 Base & cord Storage

Emergency Light

Long operating Time High Efficiency Reflector for Excellent Brightness Low Recharging Time Option For Single or two Tube Lighting International Design

Ice Saver

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Easy to Use No Electricity is Required Can Crush Ice in minutes Stylish Compact Design Made from High Quality Food Grade Plastic

Mixer Grinder

Powerfull 400w Motor Compact Elegant Design Transparent Calibrated Jar Two Mill attachment Auto clean Facility Two Speed(Pause + Speed)

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Water Dispenser

Easy Handle Provide Hot Cold Water & Normal Water Light weight Stylish Compact Design

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69

Research Methodology

Research methodology is used to search answer of research questions. As attempt has been made to describe the nature of people of Noida & East Delhi, selected for the study of samples, data collection and technology used to analyze and present the data required. Methodology in common parlance refers to a search for knowledge. The advanced learners dictionary of current English lays down the meaning of research as a careful investigation or inquiry especially through search for new facts in any branch of knowledge. Some people consider research as movement, movement from known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of the knowledge and the method, which man employs for obtaining the knowledge of what ever the unknown, can be termed as research. Methodology is way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Learning more about marketing is the heart of research methodology. The research methodology has many dimensions and research method do constitute apart of the research methodology. In a marketing research investigation, the first three steps are formulation of the problem, specification of a research design & collection of desired information.

70

The formulation of the problem and the list of the needed information indicate the understanding of the decision maker regarding the problem environment and the possible ways in which they plan to respond to the questions. The researcher should screen the list and anticipate the limitation of the data collection process in relation to the possible finding of the study. It is the quality, reliability, accuracy, and the validity of the collected information, which will have considerable effect on the finding of an investigation. Technically, it is known as Planning Research Technique

Every research project conducted scientifically has a specified framework for controlling data collection. The framework is called research design. The research design in the project was Descriptive in nature. For the successful and efficient marketing research implementation, the researcher must be familiar with the nature of the data as well as the data collection method. Data collection requires considerable effort, time and resources. A market research should be well trained in locating the various sources from where the particular information can be made available.

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Research Process

Problem Formulation Research Design Sample Design Data Collection Technique Field Work Analysis & Interpretation Research Report

72

In the planning of the project and survey, the entire schedule of work was decided into thirteen steps, they are as follows:

1. Defining the objective. 2. Defining the population. 3. Frame the sample unit. 4. Data to be collected.

5. Questionnaire and schedule. 6. Method of collecting information. 7. Non respondent classification. 8. Selection of proper sampling design. 9. Organization of field work. 10. Execution of the project. 11. Summary and analysis. 12. Information gained from the future survey. 13. Preparation of the report.

73

1. Defining the Objective: The main objective is to Brand Awareness of Orpat Home Appliances Products. Methodology for the study refers to the technique and methods used in order to find out any problem in connection with the organization to seek solution of the problem. The method employed in the investigation depends upon the purpose and scope of the study. The main purpose behind forming the methodology is to chalk out framework and to ensure that they are calculated accurately and economically.

Types of Research Sampling Unit Types of Sampling Size of Sample

: Descriptive research design : CORPORATE INDUSTRIES. : Non probability sampling : 280

2. Defining the Population: Population refers to size of samples from which information is collected. Here in the project I have considered finite population means I taking here one outlet as a

single unit which is fixed to filling of 280 questionnaires, each separately by single individual.

3. Frame the Sampling Unit: The elementary units or cluster of such units 74

May form the basis of sampling process in which case they are called as sampling units. A list containing all such sampling frame consists of a list items from which are to be drawn.

4. Data to be collected: All data are collected after survey and filling of questionnaire by the outlets. The approach to data collection was Sample Survey the questionnaire comprised of close ended questions.

5. Questionnaire: to develop an effective questionnaire following points should be kept in mind. (a) Keep in view the problem to be studied. (b) Question should be appropriate and simple and must be constructed with a view to their forming a logical part of a well thought out tabulation plan. It is necessary to put open as well as closed ended questions. (c) Proper sequencing of the questions. (d) Examined properly and if error found, it should be removed. (e) Pre testing of questionnaire is necessary.

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6. Methods of Collecting Information: The various sources of information can be broadly classified in two categories namely primary & secondary.

Primary data Secondary data Information obtained from various sources should be examined critically to ensure that it fits into the needs of the researchers. The nature of the study was that data required for the study was of primary nature and secondary nature both.

7. Non Respondent Classification: It is very necessary to classify the respondents from the sample size who dont given proper reply while conducting the research. The reason is that this may create a systematic bias.

8. Selection of Proper Sampling Design: The next step was identification and selection of respondents from the desired information was to be extracted. Since, there is large number of corporates in East Delhi and Noida who provides Gifts to there Employees occasionally. It was not possible to conduct survey of total population due to time and cost constraints. Therefore, sampling

76

method was adopted. For conducting the survey, questionnaire was prepared after a through study of the objective of the project. The method adopted was random sampling; the size of the sample being taken was 280. Data has also been presented in bar charts and pie charts for visual analysis.

9. Organization of Field Work: Field work is done in this project individually with no biasness. The field work comprises of filling of questionnaire by different sector individuals.

10. Execution of the Project: Proper execution of project is important. Steps should be taken to ensure that the survey is under statistical control so that the collected information is in accordance with the pre defined standard of accuracy. If some of the respondents dont cooperate, some suitable method should be designed to tackle them. Mind in this regard: 11. Summary and Analysis of Data: Once the data is collected the next task is to analyze them. The raw should be classified into some purposeful usable categories. Viz. tabulation, coding etc. Analysis work after tabulation is generally based on the computation of various percentages; coefficients etc by applying various well defined statistical formulae. Here in this report it is found that the investment pattern of people in mutual fund is not satisfactory due to lack of knowledge and also the risk involved in mutual fund.

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12. Preparation of Report: finally report is prepared according to work done. Following point must be kept in The Layout. Report should be Concise and simple. Proper charts etc must be used if it is necessary. Various limitations in report should be clearly mentioned. Employs for obtaining the knowledge of what ever the unknown, can be termed as research. Methodology is way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Learning more about marketing is the heart of research methodology. The research methodology has many dimensions and research method do constitute apart of the research methodology. Specification of a research design & collection of desired information. In a marketing research investigation, the first three steps are formulation of the problem, the formulation of the problem and the list of the needed information indicate the understanding of the decision maker regarding the problem environment and the possible ways in which they plan to respond to the questions.

78

The researcher should screen the list and anticipate the limitation of the data collection process in relation to the possible finding which will have Considerable effect on the finding of an investigation. Technically, it is known as Planning Research Technique of the collected information, Every research project conducted scientifically has a specified framework for controlling data collection. The framework is called research design. The research design in the project was Descriptive in nature. For the successful and efficient marketing research implementation, the researcher must be familiar with the nature of the data as well as the data collection method. Data collection requires considerable effort, time and resources. A market research should be well trained in locating the various sources from where the particular information can be made available. of the study. It is the quality, reliability, accuracy, and the validity

79

CONTACT METHOD Personal contact method was used: - This is the most versatile method. The interviewer can ask more question and record additional observation about the respondent, such as dress and body language. These are of two forms (i):- Arranged interviews: or incentive is offered. (ii):-Intercept interview: Involved stopping people at the shopping mall or busy street corner and Responded are contacted for and appointment and often a small payment

requesting an interview. Intercept interview is the gives of Non-probability sample. Personal contact method was used: - This is the most versatile method. The interviewer can ask more question and record additional observation about the respondent, such as dress and body language

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81

1) WHAT ARE THE NUMBER OF THE EMPLOYEES OF YOUR COMPANY?

LESS THAN 50 50-100 100-300 300 & ABOVE

58 51 51 120

TOTAL NO OF EMPLOYEES

120 100
TOTAL NO OF COM PANY ANALYSED= 280

80 60 40 20 0 1
EM PLOYEES

LESS THAN 50 50-100 100-300 300 & ABOVE

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2) DOES COMPANY PROVIDE GIFTS TO THE EMPLOYEES?

YES NO 267 13

DOES YOUR COMPANY PROVIDE GIFT S TO T HE EMPLOYEES

NO, 13

YES NO

YES, 267

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3) HOW FREQUENTLY YOUR COMPANY PROVIDE GIFTS TO THE EMPLOYEES?

QUARTELY HALFYEARLY YEARLY OCCASIONALY 30 70 20 160

F R E Q U E N C Y O F G IF T S B E IN G P R O V ID E D

160 140 120 T O T A L NO O F 1 0 0 C O M P A N Y A NA L Y S8 0 ED= 280 60 40 20 0

Q UA RTE L Y H A L F YE A R L Y YE A R L Y O C C A S IO N A L Y 1
F R EQ U ENC Y

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4) IF YES, THEN WHAT GIFTS DO YOUR COMPANY PROVIDE?

GOODS GIFTS CASH OTHERS 26 132 104 18

VA R IT IE S O F G IF T S

140 120 100

T OT A L NO OF 80 C OM PA NY A NA L YSED= 2 80 60

40 20 0 1
IT EM S

GOOD S G IF TS CASH O TH E RS

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5) WOULD YOU LIKE TO PROVIDEW HOME APPLIANCES PRODUCT AS GIFTS?

YES NO 85 47

W O U L D Y O U P R E F E R H O M E A P P L IA N C E S P R O D U C T

100 80 T O T AL N P O F 60 R E S P O N D AN T = 132 40 20 0 1 PR EFER EN C ES YE S NO

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6) IF YES, THEN WHICH COMPANY PRODUCT IS PREFERED?

INALSA USHA KHAITAN OTHERS 20 20 40 5

PRODUCT BEING PREFERED

40 35 30 TOTAL 25 NUMBER OF 20 RESPONDEN 15 T =85 10 5 0

INALSA USHA KHAITAN OTHERS 1 COMPANIES

87

7) WHAT QUANTITY DO YOU PURCHASE?

LESS THEN 100 100-300 300-500 ABOVE 500 0 65 40 27

QUANTITY BEING PURCHASED

70 60 50 RESPONDENT 40 = 132 30 20 10 0

LESS THEN 100 100-300 300-500 ABOVE 500 1 QUANTITY

88

8) WOULD YOU LIKE TO PURCHASE ORPAT PRODUCT?

YES NO

132 148

WILL YOU PREFER ORPAT PRODUCTS

NO, 148

YES, 132

YES NO

89

9) WHAT DO YOU LIKE BEST IN ORPAT?

QUALITY SERVICE DESIGNING OTHERS 180 0 80 20

WHAT YOU LIKE IN ORPAT

180 160 140 120 RESPONDENT 100 80 = 280 60 40 20 0

QUALITY SERVICE DESIGNING OTHERS 1 CRITERIA

90

10) WHAT IS ESTIMATE BUDGET PER EMPLOYEE?

LESS THEN 300 300-500 500-800 MORE THEN 800

90 150 30 10

THE ESTIMATE BUDGET

160 140 120 RESPONDENT 100 80 = 280 60 40 20 0

LESS THEN 300 300-500 500-800 MORE THEN 800 1 CRITERIA

91

92

Finding of the study

1.

Mostly company provides gifts to there employees.

2.

Mostly gifts are been provided by the company to the employees are ocassionaly.

3.

Mainly gifts are preferred as compared to cash.

4.

Mainly prefers to provide home appliances products as gifts.

5.

In the home appliances segment mainly Khaitan products are preferred by them.

6.

The bulk purchases are being done my many of the companies.

7.

Comparatively fewer people are aware about Orpat home appliances products.

8.

The people like the quality of the Orpat but they have complains regarding the service.

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9.

300Rs.-500Rs. is the fare estimated budget for the gift at per employees which was preferred by mostly companies.

94

95

LIMATATION OF THE STUDY While doing the project the limitations that rated as hindrance in the successful completion of the project are:--

Very less respondent. Improper information. Respondents did not have time to choose the questionnaire. Lack of proper funds also affected the survey. High dissatisfaction of the executives. Time constant. Respondent were not interested in giving their response.

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97

RECOMMENDATIONS

Company must focus on advertising. The best thing is to advertise in websites and in the magazines. More trained marketing personnels should be recruited to fulfill the demand of such a big region. Changing trend and innovative strategies of the competitors must be kept in mind.

R&D must be kept in mind. Products with more technically up gradation should be produced.

Products should look good. Price should be kept in a medium range. Retailer network should be strengthened.

After sales service should be improved.

Brand awareness and promotional activities must be done. Customers feed back must be taken frequently. Surveys must be conducted.
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BIBLIOGRAPHY BOOKS: RESEARCH METHODOLOGY (Edition: 1998, published by Wishwa Prakashan) ------------- Kothari C.R. 99

BUSINESS RESEARCH METHODS (Edition: eight reprint 2005, published by: McGraw-hill companies, chapter 3 research process) -------------------Donald r. Cooper and Pamela S. Schindler MARKETING MANAGEMENT (Edition: 12th reprint 2005, Published by: Pearson book limited) ------------------- Kottler and Kelvin Keller MARKETING MANAGEMENT (Edition: 4th reprint 2000, published by: Tata McGraw-hill companies, page no. from 219 to 223) -----------------Rajan Saxena

William J. Stanton, Fundamental of Marketing, McGRAW-HILL, Page No-262. S H H Kazmi & Satish K Batra, Part-I, Advertising & Sales Promotion, Excel Books, New Delhi, 2002, Page no-8

SEARCH ENGINES: Google MSN Alta Vista Lycos

WEB SITES: www.orpatgroup.com www.absolutebrand.com

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BRAND AWARENESS OF ORPAT HOME APPLIANCES PRODUCTS 1) How many no. of employees co. having?

a) Less than 50 c) 50 to 100

b) 100 to 300 d) above 300

2) Does company provide gift to the employees?

a) Yes

b) No

3) How frequently gift to your employees? 101

a) Quarterly

b) Half yearly

c) Yearly

d) Occasionally

4) If yes what company provide as gifts?

a) Gift c) Goods

b) Cash d) Others

5) Would you like to provide home appliances product as gifts to your employees?

a) Yes

b) No

6) If yes, which company product you prefer?

a) Inalsa

b) Usha

c) Khaitan

d) Others

7) How much quantity did you purchase?

a) Less than 100

b) 100-300 102

c) 300-500

d) above 500

8) Would you like to purchase orpat product?

a) Yes

b) No

9) What you like best in orpat?

a) Quality

b) Service

c) Designing

d) Others

10) What is the estimate budget for per employees?

a) Less than 300

b) 300-500

c) 500-800

d) More than 800

11) Would you like to purchase orpat product?

a) Yes

b) No

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12) Any suggestion______________________________________________

104