A

PROJECT REPORT
On
BAJAJ ELECTRICAL LIMITED
Submitted in partial fulfilment for the degree of
Bahelor of Bu!ine!! Admini!tration"
S#MBIOSIS I$TER$ATIO$AL %$I&ERSIT#"
P%$E'
B(
S)%B)AM A*AR+AL
BBA ,-./-0-./12
S#MBIOSIS CE$TRE 3OR MA$A*EME$T
ST%DIES" $OIDA
1

DECLARATIO$
I, S)%B)AM A*AR+AL" student of Bachelor of Business
Administration from SYMBIOSIS CENTER FOR MANAEMENT
ST!"IES , NOI"A here#$ declare that I ha%e com&leted "issertation
on 'C%STOMER B%#I$* BE)A&IO%R +IT) T)E 3OC%S O$
MAR4ET SE*ME$TATIO$ +IT) RE3RE$CE TO BAJAJ
ELECTRICALS LIMITED( as &art of the course re)uirement *
I further declare that the information &resented in this &ro+ect is true and
ori,inal to the #est of m$ -no.led,e*This &ro+ect is not su#mitted for
an$ -ind of de,ree in an$ of the uni%ersit$ in m$ #est -no.led,e*
"ate/ 01*23*0214 S5!B5AM AAR6A7
8lace/ Ne. "elhi BBA 90210:021;<
10201201100
0

AC4$O+LED*EME$T
$o ta!5 i! a !ingle man6! effort" 7ariou! fator!" !ituation! and per!on!
integrate to pro7ide the ba5ground for aompli!hment of the ta!5'
First of all I .ould li-e to than- the Mana,ement of BAJAJ
ELECTRICALS LIMITED* for ,i%in, me the o&&ortunit$ to do m$ t.o:
month &ro+ect trainin, in their esteemed or,ani=ation* I am hi,hl$ o#li,ed to
MR' *A%RA& SA8E$A ,MAR4ETI$* )EAD2 A$D MR' PRAMOD
4)OSLA 9 MR'4ES)A& 4%MAR *%PTA ,TRAI$I$* )EAD2 for
,rantin, me to underta-e m$ trainin, at $E)R% PLACE #ranch*
I e>&ress m$ than-s to all Sales Mana,ers under .hose a#le ,uidance and
direction, I .as a#le to ,i%e sha&e to m$ trainin,* Their constant re%ie. and
e>cellent su,,estions throu,hout the &ro+ect are hi,hl$ commenda#le*
M$ heartfelt than-s ,o to all the e>ecuti%es .ho hel&ed me to ,ain
-no.led,e a#out the actual .or-in, and the &rocesses in%ol%ed in %arious
de&artments*
S)%B)AM A*AR+AL
BBA -./-0-./1
/-.-/.-//--

?

TO WHOM SO EVER IT MAY CONCERN
This is to certif$ that Mr* Shu#ham A,ar.al student of BBA
I@, SYMBIOSIS CENTER FOR MANAEMENT ST!"IES, has
successfull$ com&leted his summer trainin, from 12
th
+une 0210 to
?1
st
+ul$ 0210* 5e has underta-en the &ro+ect of 'CONS!MER
B!YIN BE5A@IO!R ( .hich he has com&leted successfull$*
6e .ish him success in his career ahead*
MR' *A%RA& SA8E$A
,MAR4ETI$* )EAD2

4

I$TROD%CTIO$
;

I$TROD%CTIO$
The #eha%iour is characteri=ed #$ the uni)ueness of indi%idual e>&ectations, the
&reference for multi&le o&tions, &ro&ensit$ to a#andon #rand lo$alt$ and s.itch to
com&etin, #rands that ,i%e hi,her %alue* The ne. #reed is .illin, to im&ort to
satisf$ s&ecific re)uirement It is difficult to clarif$ this ,eneration #$
con%entional demo,ra&hic factors and unless their thou,ht &rocess and #u$in,
#eha%ior are full$ understood, decisions on &roduct desi,ns and &ac-a,in,,
#randin, and distri#ution channels are li-el$ to #e mis&laced* 6ith the
ine%ita#ilit$ of chan,e loomin, lar,e o%er hori=on, Indian com&anies must learn
from their .estern counter&artsA not onl$ to identif$ the sources, timin, and
direction of the chan,es li-el$ to effect* India, #ut also the ne. com&etencies and
&ers&ecti%e that .ill ena#le them to res&ond to these chan,es com&rehensi%el$ and
effecti%el$*
Com&anies offerin, &roduct or ser%ices .ill need to understand this ne. face of
the customers* The chan,in, demo,ra&hic &rofile of the &o&ulation in terms of
education, income, si=e of the famil$ and so on, are im&ortant #ut .hat .ill #e more
su#stanti%e in da$s to come .ill #e the &s$cho,ra&hics of the customer ice ho. the$
feel , thin- or #eha%e* Mar-eters .ill ha%e to constantl$ monitor and understand
the underl$in, &s$cho ,ra&hics to ma& their res&ecti%e industries are mo%in, and
decide .hat needs to #e done, #$ .a$ of addin, %alue that moti%ates customers
to #u$ the com&an$Bs &roducts and influence the future industr$ structure*
C

Consumer dura#les li-e fan, #ul#s, tu#e li,hts, ,e$sers &la$ an im&ortant role for a
small s.eet home to a multi&ur&ose &ro+ect* To mar-et the :: ct and to esta#lish #rand
lo$alt$, a ,ood mar-eter has to ,o to real customers* The #eha%ior differ one from
another* It is essential to -no. their decision &rocess, the factors influencin, their
#eha%ior, the com&etitors mar-etin, strate,$ and &osition in the mar-et*
On ,oin, throu,h the mar-et sur%e$, I found different t$&es of dealers trou,h
.hich I can a#le to anal$=e the #eha%ior of customers to.ards ,e$sers, their
decision re,ardin, the &urchase of ,e$sers, choice of #rand, com&an$ and its
#enefits*
MAJOR 3ACTORS I$3L%E$CI$*
CO$S%MER BE)A&IO%R:
The ma+or factors that influence the consumer #eha%ior are/
8roduct 8rice
8lace
8romotion mi>
PRICI$* A$D MAR4ET S)ARE:
8ricin, is undou#tedl$ one of the most im&ortant decision areas of mar-etin,* 8rice
and sales %olume to,ether decide the re%enue of an$ #usiness* As the sales
%olume in itself is de&endent on &rice, &ricin, reall$ #ecomes the -e$ to the
3

re%enue of the #usiness* 8ricin, is crucial to &ro I
:
D is as .ell* 8ricin, #ecomes the
%ital decision area on account of certain other factors #esides its crucial role in
#rin,in, re%enues and &rofits to the #usiness*
PRICI$* MET)OD;PRICI$* STRATE*IES:
There are se%eral methods of &ricin,/ Cost #ased &ricin,
"emand #ased &ricin,
Com&etition #ased &ricin,
8roduct line oriented &ricin,
"ifferentiated &ricin,
MAR4ET S)ARE:
Mar-et share constitutes the total mar-et ca&tured #$ Ba+a+ electrical limited in the
.hole consumer dura#le industr$* "urin, m$ sur%e$ I found out that the mar-et
share in different areas are different #ecause of different ,eo,ra&hical re,ions,
climate and num#er of different com&anies*
The mar-et share is determined #$ the hel& of total consum&tion of the
&articular area and the consum&tion of &articular com&an$Bs &roduct in that area*
The mar-et share of Ba+a+ electrical limited is ,ro.in, .ith e%er$ financial $ear*
E

COMPA$# PRO3ILE
1

COMPA$# PRO3ILE
The #a+a+ ,rou& of India o.es immense ,ratitude to their foundin, father .hose
%ision and dedication o%er the $ears has ,reatl$ hel&ed to #uild a #usiness house
that can set standard in Indian industr$*
Famnalal Ba+a+ .as the foundin, father of the Ba+a+ rou&* The ado&ted BfifthB son of
Mahatma andhi, and the Bmerchant &rinceB .ho held the .ealth he created in
trust for the &eo&le of his countr$, Trust : a sim&le .ord t hat cont ai ns a .hole
&hiloso&h$ handed do.n #$ Famnalal Ba+a+ to his successors* 5e %alued
honest$ o%er &rofit*
Famalna$an Ba+a+, elder son of Famnalal Ba+a+, follo.ed footste&s of his illustrious
father and consolidated the #a+a
+
+ foundation* 6ith characteristic foresi,ht and
&ra,maticA %ision, he launched a stead$ di%ersification &ro,ramme .hich ,a%e
the current name GBa+a+G #oth its sha&e and si=e* 5is uni)ue mana,ement st$le created
a .or- culture that matched .ell .ith the national s&irit he had inherited*
Ram-rishna Ba+a+ too- o%er the reins of the G#a+a+ ,rou&G in 1130 after Hamalna$an
Ba+a+ and steered the rou& from stren,th to stren,th for o%er 00 $ears* 5e had also
12

acti%el$ &artici&ated in the freedom stru,,le of the countr$* In &ost inde&endent India,
he had led the $outh mo%ement*
She-har Ba+a+, Chairman I Mana,in, "irector of Ba+a+ Electricals 7td*, started his
career .ith Ba+a+ Se%ashrarn after .hich he .or-ed at Ba+a+ International, the ,rou&s
e>&ort com&an$* Mr* She-har Ba+a+ +oined Ba+a+ Electricals in 11E2, #ecame the
Mana,in, "irector in 11E3 and too- o%er as the Chairman and Mana,in, "irector in
1114* Mr* Ba+a+ is the Chairman of Ba+a+ rou& com&anies Ba+J*/iA+ International and
5ercules 5oist 8%t* 7td* and on the Board of "irectors of Ba+ a+ Auto and
I"BI Ban-* 5e .as the 8resident of ASSOC5AM, former 8resident of Indian
Merchant Cham#ers 9IMC< and Council for Fair BusinessA 8ractices 9CFB8<
11

)ISTOR#
8eo&le donBt +ust #rin, their #rains to .or-/ the$ also #rin, their hearts and soul*
The$ .ant to feel &assionate a#out .hat the$ are doin, and #e a &art of .hate%er is
,reat* 6e at Ba+a+ Electricals 7imited, reco,ni=e this truism and see- out and stri-e
a dialo,ue strai,ht .ith the hearts and souls< of our em&lo$ees* 5ere is a )uote from
Mr* She-har Ba+a+, our Chairman and Mana,in, "irector :
GE%er$ indi%idual has the &otential to &erform if he or she ,ets &ro&er moti%ation,
the ri,ht o&&ortunit$ and the freedom to .or-* In the lon, run success is
achie%ed .hen ordinar$ &eo&le &erform e>traordinaril$* It is im&ortant to -ee& an
o&en mind rather than dra.in, &reconcei%ed im&ressions a#out &eo&le* More
often that not, such im&ressions .ill #e &ro%en .ron,*G
Faster, 5i,her, Stron,er : is our ma>im, our .a$ of indi%idual and or,ani=ational
&erformance* This is ho. .e mana,ed a successful #usiness turnaround in Ba+a+
Electricals 7td : .ith and throu,h each one of our em&lo$ees* And not onl$ our
e>cellent #rand of &roducts, cur &eo&le &ro%ide an e>cellent com&etiti%e ad%anta,e to
us*
10

Ba+a+ Electricals 7td* is &lannin, to enter into a licensin, a,reement for its luminarie
#usiness*
6e are loo-in, at a colla#oration for our luminaire #usiness /
:
3Jou,h a licensin,
a,reement as there is a need for technolo,icall$ su&erior &roducts .hich are state:of:
the art* 6e are in ad%anced discussions* I cannot disclose an$thin, further at this
sta,e,G Ba+a+ Electricals chief o&eratin, officer and &resident R Rama-rishnan said*
The luminaire #usiness is one of the fi%e s&ecial #usiness units 9SB!s< of the
com&an$* The others are a&&liances, &ans, li,htin, and the en,ineerin, #usiness*
Ba+a+ Electrical luminaires find a&&lications in the en,ineerin,, &o.er, steel, cement,
fertili=er, chemical and &etrochemical sectors*
Earlier, Ba+a+ Electricals had entered into a licensin, a,reement .ith Mor&h$
Richards of the !H for its irons* This tie:u& also entails a technolo,$ transfer*
The com&an$ is tar,etin, re%enues of Rs 1,222 crore #$ the $ear 0223:2E*
GThe #i,,est contri#utor to this .ill #e the en,ineerin, #usiness* Till
recentl$, .e .ere onl$ into the manufacture of &o.er transmission to.ers* No., .e
.ill #e installin, them too,G Mr Rama-rishnan added* The en,ineerin, and &ro+ects
#usiness is also the fastest ,ro.in, #usiness*
1?

This #usiness has an order #oo- of o%er Rs 1;2 crore and has ,ro.n #$ o%er E;K,
senior com&an$ e>ecuti%es said* The com&an$ cloc-ed net sales of Rs ;2;*0C crore in
the last fiscal and is e>&ected to add around 0;K to its to&line this:L
:
< fiscal, he said*
The com&an$ .hich had #een facin, tou,h times a fe. $ears #ac- has #ounced #ac-
after the im&lementation of a restructurin, e>ercise*
This entailed the reor,anisation in to fi%e SB!s, reduction in Lcrest rates, #rand
#uildin,, and a ,ro.th of re%enues*
7ast $ear, the com&an$ also came out .ith a ri,hts issue at &remium of Rs 1; &er
share* Further, the com&an$ also of out of the die:castin, #usiness #$ ,i%in, a @RS at
the &lant, sellin, the de%elo&ment ri,hts of the land and enterin, into a non:com&ete
clause .ith a com&etitor*
Re%am& hel&s Ba+a+ Electricals Turn Around
5indu Business line
Fanuar$ ?1, 022;
H* iri&ra-ash
@* H* @aradara+an
Ban,alore Fan ?2, 022;/ BAFAF Electricals has restructured its entire o&erations,
includin, shuttin, do.n some of its loss:ma-in, %entures, as &art of its &lans to
turnaround the com&an$*
14

Ba+a+ ElectricalsB 8resident and Chief O&eratin, Officer, Mr R* Rama-rishnan, told
Business 7ine that the restructurin, has hel&ed the com&an$ to turnaround and no.
it e>&ects to dou#le its re%enues to a#out Rs 1,222 crore .ithin three $ears* The
com&an$ ho&es to end the current fiscal .ith a re%enue of around Rs C?2 crore, an
increase of 02 &er cent o%er fiscal 022?:24*
Mr Rama-rishnan said it had ro&ed in Accenture Consultin, to chart out a
turnaround for the com&an$* As &er the ne. &lan, Ba+a+ Electricals dro&&ed its
matri> structure for its or,anisation in fa%our of se&arate #usiness units for each of
its #usinesses*
It no. has fi%e se&arate #usiness units : en,ineerin, and &ro+ects, luminaire,
a&&liances, fans and li,htin,* GEach of these units com&ete as se&arate #usinesses .ith
its, com&etitors,G Mr Rama-rishnan said* The com&an$ also ,ot rid of un%ia#le
#usinesses*
For e>am&le, it shut do.n its diecast o&erations and offered @RS to 1E2 &eo&le* It
also sold sur&lus land of the unit*
1;

5e said the com&an$ also .ent in for financial restructurin, #$ s.a&&in, hi,h cost
funds .ith lo. cost lon,:term de#t* The #an-s too ha%e lo.ered interest cost and
increased the moratorium for another t.o $ears*
The com&an$ &lans to in%est a#out Rs 02 crore, s&read o%er the ne>t fiscal, to
dou#le the e>istin, ca&acit$ in its en,ineerin, unit to e>ecute its Rs 1C2 crore
.orth of fresh order from 8o.er,rid Cor&oration for erection and commissionin, of
&o.er transmission to.er*
Mr Rama-rishnan said the en,ineerin, unit, .hich re,istered a ,ro.th of EE &er cent
o%er the last fiscal, is e>&ected to out&ace other #usiness units* The com&an$ e>&ects
a#out 0; &er cent of its re%enues to come from its en,ineerin, #usiness, he said*
Mr Rama-rishnan said .ith the 8o.errid accordin, theril the status of a&&ro%ed
E8C contractors, it e>&ects #i,,er orders from the &o.er com&an$* 5e &ointed out that
.ith an estimated in%estment &ro&osal of Rs 3;,222 crore #$ 8o.er,rid
Cor&oration, there .as a hu,e o&&ortunit$ for the com&an$*
Mr*Rama-rishnan said the com&an$ had entered into a licensin, arran,ement .ith
Trilu>, a leadin, Euro&ean luminaries #rand and a mar-et leader in
li,htin, in erman$* The tie:u&, thou,h is aimed to mar-et the &roducts to
&remium se,ments in the countr$, could lead to manufacturin, Trilu> &roducts in
the lon, term* Trilu> .ould com&lement
1C

Ba+a+Bs o.n &roducts to &ro%ide full s&ectrum of li,htin, &roducts, he said* Similarl$,
Ba+a+Bs tie:u& .ith !HBs leadin, small a&&liances #rand Mor&h$ Richards had hel&ed
it to &osition itself in the &remium end of the mar-et*
Mr Rama-rishnan said Ba+a+ Electricals has a mar-et share of #et.een 1; &er cent
and 02 &er cent in the a&&liances se,ment, 02 &er cent in luminaries and 12
&er cent in li,htin,* The com&an$ has also #een a#le to ta-e on the unor,anised
sector #$ offerin, com&etiti%e &ricin, of its &roducts in the lo.er end* GOur
China sourcin, strate,$ has hel&ed us to #u$ from the .orldBs #est .ithout
com&romisin, on the )ualit$ of the &roducts,G he said*
Ba+a+ International 8%t* 7td* is an associate com&an$ of Ba+a+ Electricals 7imited
9BE7<, and is a &art of The Ba+a+ rou& .hich has an annual turno%er of !SM
1*4 #illion, em&lo$in, a&&ro>imatel$ ??,222 &eo&le*
The Brand BBa+a+B is a mar- .hich ,uarantees hi,hest international )ualit$ standards*
It si,nifies an uncom&romisin, attitude to.ards an$ di%er,ence frorn )ualit$
&roducts*
13

Our ,rou& com&an$ 5ind 7am&s 7td* has had a manufacturin, %enture .ith 8hili&s
5olland for more than fi%e decades for 7S and Miniature 7am&s and for Fluorescent
Tu#es*
1E

Ba+a+ Electricals Hee&s on Shinin, More***
Ba+a+ Electricals 7imited 9BE7< is a &art of the GBa+a+ rou&G of Indi a .ho are
i n t he #usi ness of st eel , su,ar, t .o .heelers I three .heelers* Ba+a+
Electricals is .ell esta#lished in their ran,e of &roducts such as lam&s I tu#e
li,hts, luminaires, small household a&&liances, ceilin, fans I ta#le fans and
turn-e$ en,ineerin, ser%ices* The com&an$ has #een in e>istence for the last C2
$ears and has steadil$ ,ro.n and e>&anded its #usiness #oth in domestic and
international mar-ets*
Ba+a+ Electricals has 02 #ranch offices and 4 re,ional offices s&read in different
&arts of the countr$ #esides #ein, su&&orted #$ a chain of a#out C22
distri#utors, 0;22 authorised dealers, o%er C2,222 retail outlets and o%er 022
ser%ice franchisees
BE7 toda$ has fi%e ma+or #usiness units com&risin, of li,htin,, luminaires,
electric fans, home a&&liances, turn-e$ en,ineerin, &ro+ects* BE7Bs e>&ort
acti%ities are .ell su&&orted throu,h its International di%ision* The Com&an$
has recentl$ fora$ed into electric &o.er ,eneration throu,h .ind ener,$ in its
)uest to reduce the de&letion of fossil fuels and &reser%ed the en%ironment*
11

Total Nualit$ Mana,ement 9TNM< has ta-en roots in some im&ortant #usiness
&rocesses of the Com&an$* Fe. #usiness units of the com&an$ ha%e alread$ recei%ed
ISO Certifications .hile the other B!s are on the an%il to o#tain the same* BE7
has man$ technolo,$ tie:u&s and colla#orations .ith ma+or international &la$ers, the
details of .hich are ,i%en under #usiness acti%ities*
02

PRESS $E+S
Times of India Fanuar$ 00, 022;
Ba+a+ Electricals has re&orted a 1?*E &ercent rise in its net &rofit for the third
)uarter ended "ecem#er ?1, 0224 at Rs 4*3; crore as a,ainst Rs 0*4; crore in the
corres&ondin, &eriod of last fiscal* Re%enues from o&erations durin, the )uarter
.ere hi,her at Rs 132 crore as a,ainst Rs 10C crore i n the same &eriod of 022?:24*
7eadin, the 6a$
Cor&orate "ossier
Economic Times
Fanuar$ 14, 022;
She-har Ba+a+, Chairman I M", Ba+a+ Electricals 7td*
A leader sets an e>am&le for others to emulate, and hence must #e a hi,h:le%el
&erformer* 5eB s also res&ected #$ su#ordinates and collea,ues, ali-e* 5e
must em#od$ honest$, inte,rit$ and trust.orthiness*
A leader is -no.led,ea#le and .ell read and must ,uide and em&o.er his
su#ordinates to &erform their #est*
01

5e must also #e su&&orti%e to his su#ordinates and fair at his .or-&lace, at all
times* 5e must #e s$m&athetic, $et firm .hen re)uired* A leader is one .ho enthuses
&eo&le #$ ,i%in, credit .hen itBs due, .hom itBs due to, ,racefull$ and )uietl$*
A leader is a #uilder of &erformance:oriented teams* 5e #uilds on &eo&leBs stren,ths
and hel&s o%ercome their .ea-nesses* A leader is one .ho is .hole:heartedl$
committed to the or,anisational ,oals and as&irations* A leader is the or,anisation, in
essence*
These are &oints from the s&eech I made at a mana,ement conference 12 $ears a,o,
and these sim&le mana,ement truths are still rele%ant in runnin, Ba+a+ Electricals toda$*
Since the &ast 0; $ears that I ha%e .or-ed in Ba+a+ Electricals, I ha%e seen
man$ u&s and do.ns : some that challen,ed m$ ideals and others that ins&ired me
to continue*
One of the most im&ortant thin,s for a leader is that he should #e a.are that
he is the &illar in unfa%oura#le times and the sole moti%ator for his
em&lo$ees .hen the shi& starts to sin-*
00

5e shouldnBt #e demoralised .hen thin,s arenBt ,oin, as e>&ected, nor should
he #e +u#ilant .hen thin,s are ,oin, .ell* 5eB s the one to su&&ort and
moti%ate his team to tac-le the im&ossi#le and find solutions to the most com&le>
&ro#lems*
ItBs more %alua#le to ta-e decisions fast, e%en .ith a fe. mista-es rather than
dela$ decisions*
Around three $ears #ac-, .e .ere ,oin, throu,h a do.nturn, I realised that unless .e
reduced our costs and ma-e oursel%es trimmer and ta-e other correcti%e actions, the
com&an$ .ouldnBt #e a#le to turn around*
Therefore, .e instated a fi%e:&ron,ed strate,$ throu,h the theme B6ar for 8rofitsB,
.here all mem#ers of Team Ba+a+ .ere in%ol%ed in controllin, fi>ed costs,
reducin, .or-in,
Ca&ital, im&ro%in, mar,ins, increasin, %olumes and ,ettin, ,,ut of loss:ma-in,
#usinesses*
Restructurin, must #e done easil$ onl$ durin, a do.nturn, as e%er$#od$ feels the
need to chan,e and are o&en to ta-in, ris-s*
0?

For an$ or,anisation, &eo&le are the -e$ assets and therefore communication is %ital*
Effecti%e communication durin, #ad times is im&erati%e as o&&osed to
su&&ressin,
information* I ha%e learned that a &at on the #ac- can ,o a lon, .a$, rea&in, more
#enefits than +ust financial re.ards*
Our focus on achie%in, a turnaround #ore fruit .hen the com&an$ im&ro%ed
its mar-et share in our restructured fi%e #usiness units* 6e e>tended and added
%alue to our &ortfolio of &roducts and solutions to meet differin, customer
needs*
In addition to our a,,ressi%e mar-etin, acti%ities .e e>&lored strate,ic
alliances .ith #usiness &artners around the ,lo#e* Nualit$ is im&ortant #ut soon
it .ill #e ta-en as ,i%en*
6hat is ,oin, to differentiate different com&anies are inno%ation, ser%ice and
distri#ution*
E%er$ indi%idual has the &otential to &erform if he or she ,ets the &ro&er
moti%ation, the ri,ht o&&ortunit$ and the freedom to .or-* In the lon, run, success
is achie%ed .hen ordinar$ &eo&le &erform e>traordinaril$*
04

ItBs im&ortant to -ee& an o&en mind rather than dra.in, &re:concei%ed
im&ressions a#out &eo&le* More often than not, such im&ressions .ill #e &ro%en
.ron,*
A ma+orit$ of la#our &ro#lems arise #ecause of im&ro&er mana,ement rather than the
easil$ #lamed la#our attitude*
Mahatma andhi succeeded in unitin, multi:lin,ual Indians a,ai nst the Briti sh
rul e 9in an era of no technolo,i cal communications< #ecause he could relate
to the masses : as he understood their &ro#lems #ecause he li%ed .ith them,
li-e them, and em&athised .ith them*
Our strate,$ is to ca&ture the #ottom of the &$ramid* IndiaBs &o&ulation of 122 crore :
from a lia#ilit$ can #e con%erted into an o&&ortunit$ for ,ro.th and &rofita#ilit$*
I .ould li-e to end .ith a )uotation #$ 7au:t=u : the founder of Taoism
A leader is #est .hen &eo&le #arel$ -no. that he e>ists* 6hen his .or- is done, his
aim fulfilled, the$Bll all sa$, G6e did it oursel%esG*
0;

PROD%CT PRO3ILE
Ba<a< Storage +ater )eater
Energy Efficient Horizontal
10 year guarantee on copper tank
30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
Available in 10 litre capacity
Energy Efficient Vertical
10 year guarantee on copper tank
30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
Available in 10 litre capacity
Energy Smart Horizontal
10 year guarantee on copper tank
Imported Combistat
30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
Available in 10, 1, 2, 3 and 0 litre capacity
0C

Energy Smart Vertical
10 year guarantee on copper tank
Imported Combistat
30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
Available in !, 10, 1, 2, 3 and 0 litres capacity
Majesty IQ Horizontal
10 year guarantee on copper tank
Imported Combistat
"#$ insulation %or 30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
&ust'%ree enginnering plastic body
Available in 1, 2 and 3 litre capacity
Majesty IQ Vertical
10 year guarantee on copper tank
Imported Combistat
"#$ insulation %or 30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
&ust'%ree engineerign plastic body
Available in 1, 2 and 3 litre capacity
Majesty Vertical
10 year guarantee on copper tank
Imported Combistat
(lass)ool insulation %or 30% energy savings over ISI norms
2 year comprehensive guarantee including heating element
&ust'%ree enginnering plastic body
Available in 1 and 2 litre capacity
03

Ba<a< In!tant +ater )eater
Majesty Instant
10 year guarantee on copper tank
&ust'%ree engineering plastic body
*ultiple sa%ety system
2 year comprehensive guarantee including heating element
Available in 1 litre and 3 litres capacity
Majesty IQ Instant
10 year guarantee on copper tank
&ust'%ree engineering plastic body
Imported capillary thermostat
&apid and normal heating option
*ultiple sa%ety system
Ba<a< In!tant *a! +ater )eater
Aquatherm Instant Gas Water Heater
+,ygen depletion monitor
-./ indicator %or temperature
Auto Shut +%%
20 minute timer
Offie Loator
Head ffice
1, *ahatma (andhi &oad
$ort
*umbai ' 000023
"hone ' 22003120, 22003133
$a, ' 2222220
!egistered ffice
0301, 4eer 5ariman &oad
$ort
*umbai ' 000023
"hone ' 22003201, 220000!
$a, ' 2221216
"om#any Sho$room
78orld o% 9a:a: .lectricals7
9a:a: 9havan
5ariman "oint
*umbai ' 000021
"hone ' 22023!2!
0E

MAR4ET S)ARE
Shareholdin, 8attern
As on ?1st "ecem#er, 0212
!nder Clause ?; of the 7istin, A,reement
A
1
Cate,or$
8romoterBs holdin,
8romotersO
No* of
Share
held
of
shareholdin,
Indian 8romoters ;C1?E;2 C;*EE
0
Forei,n 8romoters
8ersons actin, in
Nil Nil
124442 1*01
concertP
Su# Total/
;31E012 C3*21
B
?
Non:8romoterBs holdin, Nil
Institutional In%estors Nil
a9i< Mutual Funds ;22 2*21
a9ii< !nit Trust of India 1;2 2*22
#9i< Ban-s CCE3 2*2E
#9ii< 7ife Insurance 34C212 E*C?
#9iii< Cor&oration of India
Oriental Insurance
12E222 1*0;
c
Com&an$ 7td*
Flls
Nil Nil
Su# Total/ EC1?43 1*13
4 Others
a 8ri%ate Cor&orate ?E101E 4*;2
Bodies
01

# Indian 8u#lic 1;C3212 1E*1?
c NRIsQOCBs ;12; 2*23
d An$ Other : Non ;4?2 2*2C
e Resident
Forei,n Com&anies
1;C22 2*1E
Su# Total/ 11E?04? 00*1;
rand Total/ EC40EE2 122*22
as defined in Re,ulation 09h< of SEBI 9Su#stantial Ac)uisition of Shares and Ta-eo%ers<
Re,ulation, 1113* The &romoterBs holdin, shall include all entities in the &romoterBs
,rou&:indi%idual or #od$ cor&orates*
P as defined in Re,ulation 09e< of SEBI 9Su#stantial Ac)uisition of Shares and
Ta-eo%ers< Re,ulations, 1113*
Note/
1* Total Forei,n shareholdin, includin, Forei,n 8romoters, Fils, NRIsQOCBs
Forei,n Ban-s, Forei,n Nationals and "R I A"R holdin,s is 0C1?; i*e* 2*?1K of
the total issued e)uit$ ca&ital*
Shareholdin, 8attern as on ?1st "ecem#er, 0212 !nder Clause ?; of the 7istin,
A,reement
8ersons 5oldin, more than 1K of the shares of the Com&an$
?2

S7*
No*
A
1
Name of Shareholder
1* 8romoters/
Famnalal Sons 8%t* 7td*
No* of
Share
1401;41
to
e)uit$
ca&ital
1C*;4
0 Ba+a+ Auto 7td* 1311C3C 11*12
? 5ind Musafir A,enc$ 8%t* 7td* 022222 0*?1
4 Ba+a+ International 8%t* 7td* 022222 0*?1
; Shri Shishir Hamalna$an 1?C422 1*;E
C Ba+a+
Shri Rahul-umar Hamalna$an
114222 1*?0
3 Ba+a+
Shri She-har Ba+a+
112CE2 0*01
E Shri Madhur Ba+a+ 123EC 1*2;
1 Shri Anant Ba+a+ 13;?CC 0*2?
B 0* Forei,n 8romoters/
Non:8romoterBs holdin,/
?a* Mutual Funds I !TI
?#* Ban-s
Nil
Nil
Nil
Nil
Nil
Nil
E*C?
7ife Insurance Cor&oration
34C212
of India 1*0;
Oriental Insurance 12E222
?1

Com&an$ 7td*
?c* Flls
4a* 8ri%ate Cor&orate Bodies
4#* Indian 8u#lic
4c* NRIsQOCBs
4d* An$ Other : Non Resident
4e* Forei,n Com&anies
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
Nil
OR*A$I=ATIO$ )IERARC)#
1< Mana,in, director
0< 8resident
?< @ice &resident
4< National sales mana,er
;< Re,ional mana,er
C< Assistant mana,er
3< Senior sales e>ecuti%e
E< Sales e>ecuti%e
1< Financial coordinator
?0

OBJECTI&E O3 T)E
RESEARC)
??

OBJECTI&ES O3 T)3 RESEARC)
The o#+ecti%e of the &ro+ect RRfactors affectin, consumer #u$in, #eha%iorI to -no. the
mar-et &osition of Ba+a+ ,e$sers Gare as follo.ed :
1< To find out .hat does the user of the ,e$ser thin- a#out Ba+a+ electrical limited*
0< To stud$ their &reference for the ,e$ser #rand selection*
?< To stud$ the mar-et o&&ortunities of Bajaj electrical limited to hel& in the
formulation of mar-etin, strate,$*
4< To su,,est some measures to ma-e Ba+a+ electrical limited more com&etiti%e*
;< To stud$ the customers satisfaction le%el in re,ards to the stren,th of the Ba+a+
electrical limited*
C< To stud$ the mar-et &ros&ects of Bajaj electrical limited*
3< To stud$ the reasons #ehind #est ,e$sers*
E< To stud$ stren,th and .ea-ness of Ba+a+ ,e$sers*
?4

RESEARC)
MET)ODOLO*#
?;

RESEARC) MET)ODOLO*#
STATEME$T O3 T)E PROBLEM A$D ITS SI*$I3ICA$CE:
The stud$ is on Gfactors affectin, consumer #u$in, #eha%ior and mar-et
condition of bajaj ,e$sers .ith a s&ecial s$no&sis on com&etiti%e mar-etin,
strate,iesG*
It co%ers as&ects li-e mar-et share of the com&an$, #u$in, attri#utes of
customers, &reference of the customer etc* The stud$ is a modes effort at
understandin, the consumers attitude a#out Ba+a+ electrical ltd, .hich has a %er$
,ood mar-et share as their com&etitors*
Research sim&l$ means a search for facts:ans.ers to )uestions and solution to
&ro#lems* It is a &ur&osi%e in%esti,ation* It is an or,ani=ed en)uir$* In other .ords
research means search for -no.led,e and research methodolo,$ is a .a$
s$stematicall$ sol%e the research &ro#lems*
It is a science of stud$in, ho. the search is actuall$ done* It &resents the source of
data collection, the sam&lin, &rocedures and tools of in%esti,ation and limitation of
the stud$*
?C

M$ research &ro+ect has a s&ecified frame.or- for collectin, the data in an
effecti%e manner* Such frame.or- is called Gresearch desi,nG*
The re!earh proe!!:
It includes follo.in, ste&s
1* "efinin, the research &ro#lem I research o#+ecti%e/
The definition of the research &ro#lem includes the stud$ of the to&ic
'factors affectin, consumer #u$in, #eha%ior I mar-et &osition of Ba+a+ ,e$sers in
"elhi G*
0* "e%elo&in, the research &lan/
Second sta,e for de%elo&in, the research &lan calls for ,atherin, the
information*
It consists of :
Data !oure!:
The researcher can ,ather &rimar$ data, secondar$ data or #oth*
8rimar$ data are data freshl$ ,athered for s&ecific &ur&ose or for a s&ecific
research &ro+ect*
?3

Secondar$ are data that .ere collected for another &ur&ose and alread$ e>ist
some.here*
Re!earh Approahe!:
8rimar$ data can #e collected in fi%e .a$s/
/2 Through ob!er7ation:
Fresh data can #e ,athered #$ o#ser%in, the rele%ant actors and settin,s*
0< 3ou! group re!earh:
Focus ,rou& research is a ,atherin, of si> to ten &eo&le .ho are in%ited to s&end
a fe. hours .ith a s-illed moderator to discuss a &ro+ect*
>2 Sur7e( re!earh:
Sur%e$s are #est suited for descri&ti%e research* Sur%e$s are used to learn
a#out &eo&le -no.led,e, #eliefs, &references and satisfaction*
4< Beha7ioral data:
Customers lea%e traces of their &urchase #eha%ior in store scannin, data, catalo,
&urchase and customer data#ase* Much can #e learned #$ anal$=in, these data*
?E

12 E?perimental re!earh:
The &ur&ose of e>&erimental research is to ca&ture cause I effect relationshi& #$
eliminatin, com&etin, e>&lanations of the o#ser%ed findin,s*
RESEARC) I$STR%ME$TS:
Three main instruments used in collectin, &rimar$ data are
/2 @ue!tionnaire!:
A )uestionnaire consists of a set of )uestions &resented to res&ondents* Nuestionnaire
needs to #e carefull$ de%elo&ed, tested and de#u,,ed #efore the$ are administered on
lar,e scale*
0< P!(hologial tool!:
8s$cholo,ical tools consist of ladderin, techni)ues I de&th inter%ie.s*
>2 Mehanial de7ie!:
Mechanical de%ices are occasionall$ used in mar-etin, research* al%anometer
measures the interest or emotions aroused #$ e>&osure to a s&ecific ad or &icture*
?1

@%ESTIO$S ARE O3 T+O T#PES:
/2 Clo!ed end Aue!tion!
0< Open end Aue!tion!
Closed end )uestion include/
"ichotomous
Multi&le choice
7i-ert scale
Semantic differential
Im&ortant scale
O&en end )uestions include/
Com&letel$ unstructured
6ord association
Sentence com&letion
8ictures
42

SAMPLI$* PLA$
After decidin, the research &lan and research instrument, the mar-etin, researcher
must desi,n a sam&lin, &lan* This calls for three decisions/
/2 Sampling unit:
6ho is to #e sur%e$edS The mar-et researcher must define the tar,et &o&ulation that
.ill #e sam&led* Once the sam&lin, unit is determined, a sam&lin, frame must
#e de%elo&ed so that e%er$one in the tar,et &o&ulation has an e)ual or -no.n
chance of #ein, sam&led* I ha%e com&leted m$ sur%e$ in south I east "elhi*
0< Sampling !iBe:
5o. man$ &eo&le to #e sur%e$edS 7ar,e sam&les ,i%e more relia#le results than small
sam&les* It mainl$ refers to no of res&ondents from the uni%erse* M$ sam&le si=e
consists of ;2 dealers of different home a&&liances #rands*
?< Sampling proedure:
5o. should the res&ondents #e chosenS To o#tain a re&resentati%e sam&le, a
&ro#a#ilit$ sam&le of the &o&ulation should #e dra.n*
41

SAMPLI$* MA# BE
1< Probabilit( !ampling
It includes/
Sim&le random sam&lin,
Stratified random sam&lin,
Cluster sam&lin,
0< $on probabilit( !ampling
It includes
Con%enience sam&lin,
Fud,ment sam&lin,
Nuota sam&lin,
SAMPLI$* TEC)$I@%E %SED:
"ue to constraint of tine, con%enient sam&lin, is used* This sam&lin, method
in%ol%es &ur&osi%e or deli#erate selection of &articular units of the uni%erse for
constitutin, a sam&le, .hich re&resents the uni%erse* In this &o&ulation elements
are selected for inclusion in the sam&le #ased on the ease of access*
40

?< Collect the information
The data collection &hase is most e>&ensi%e and most &rone to error* Four ma+or
&ro#lems arise in this &hase/
1< Some res&ondents .ill not #e at home*
0< Other res&ondent .ill not coo&erate*
?< Other .ill ,i%e #iased ans.ers*
4< Some inter%ie.ers .ill #e #iased*
4< Anal$=e the information
The ne>t to last ste& in the mar-etin, research &rocess is to e>tract findin,s from the
collected data* "ifferent t$&es of statistical techni)ues are used*
;< 8resent the findin,s
As the last, the researcher &resents the findin,s* The researcher should &resent
findin,s that are rele%ant to ma+or mar-etin, decisions*
C< "ecision ma-in,
After com&letin, all &hases decision is formulated that is ad%anta,eous for the
or,ani=ation* "ecisions made are chec-ed and im&lemented #$ mana,ers*
4?

STATISTICAL TOOLS %SED:
Ta#ulation of data I de%elo&s fre)uenc$ distri#ution*,
A%era,es and measure of dis&ersion are com&uted*
Sim&le and com&le> ta#les are used*
One dimensional dia,rams are used e*,* #ar dia,rams*
T.o dimensional dia,rams are used e*,* &ie dia,rams*
ra&hs are used*
Sam&lin, methods are used*
44

DATA A$AL#SIS
9
3I$DI$*S
4;

DATA A$AL#SIS A$D 3I$DI$*S
The follo.in, &a,es ,i%e an in de&th anal$sis and inter&retation for the data collected
from dealers* Each as&ect of anal$sis is sho.n se&aratel$ accom&lished .ith
ta#ulatation, a ,ra&hical re&resentation and an inter&retation for the same*
Fift$ dealers .ere ta-en to collect the information or data*
4C

1< 6hich ,e$sers do $ou deal inS
TABLE 0/
Ba+ a+ 42
!sha ? ;
@enus 02
Rec-old 4;
S&are hot 12
*RAP)ICAL REPRESE$TATIO$:
GE%SE!S I& WHI"H 'EA(E!S 'EA(
20
45
10
0
10
20
30
40
50
Venus Reckold Spare hot
&AME ) GE%SE!S
&

)

!
E
S
*

&
'
E
&
+
S

40 3 5
RA85 :1
I$TERPETATIO$:
The result sho.s that ma>imum num#er of dealers deal in Rec-old ,e$sers 94;<
.hereas Ba+a+ dealers are 942<, !sha dealers are 9?;<, @enus dealers are 902< I
S&arehot dealers are 912<*
43

0< 5o. old is $our retail outletS
TAB7E:0
7ESS:1 YEAR 12K
1:4YEAR 02K
4:EYEAR 42K
E:ABO@E ?2K
*RAP)ICAL REPRESE$TATIO$:
A,-+ !E+AI( -+(E+
LESS-1
YEAR
10%
1-4YEAR
20%
8-A!VE
30%
4-8YEAR
40%
LESS-1 YEAR
1-4YEAR
4-8YEAR
8-A!VE
RA85:0
I$TERPETATIO$:
From the a#o%e inter&retation it is clear that 12K dealers ha%e less than 1 $ear old retail
outlet, 02K dealers ha%e 1:4 $ear old retail outlet, 42K dealers ha%e 4:E $ears old retail
outlet .hereas ?2K dealers ha%e more than E $ears old retail outlet*
4E

?< 6hich ,e$ser do $ou thin- is #est I .h$S
TAB7E:?
Ba+a+ 02K
Rec-old ;2K
@enus 12K
!sha 02K
S&arehot :
RA85ICA7 RE8RESENTATION
/
,est Geyser
"sha
20%
Venus
10%
Reckold
50%
Sparehot
0%
a#a#
20%
a#a#
Reckold
Venus
"sha
Sparehot
RA85:?
I$TERPETATIO$
:
;2K dealers said Rec-old ,e$sers are #est, 02K &refer #oth !sha I Ba+a+ .hereas l2K
said @enus is #est*
41

4< 6hat are the stren,ths of Bajaj ,e$sersS
TAB7E:4
Strength! $o' of Re!pondent!
Nualit$ 0;
7oo- 02
8rice ;
*RAP)ICAL REPRESE$TATIO$:
Strengths of ,ajaj Geysers
25
20
5
0
10
20
30
$ual%t& Look 'r%ce
Strengths
&
o
.

o
f

!
e
s
#
o
n
d
e
n
t
s

Ser%es1
I$TERPRETATIO$:
0; dealers said )ualit$ is the Ba+a+ stren,th, 02 dealers said loo- is its stren,th .hereas ;
dealers said &rice as its stren,th*
;2

;< 6hat is the mar-etin, &ros&ect of Ba+a+ e$sersS
Table C1
Mar-etin, &ros&ect of Ba+a+ e$sers 8ercenta,e
ood C2K
A%era,e ?2K
Bad 12K
*RAP)ICAL REPRESE$TATIO$
Mar/eting #ros#ect of ,ajaj Geysers
(ood
)0%
A*era+e
30%
ad
10%
(ood
A*era+e
ad
I$TERPRETATIO$
C2K of dealers said ,ood a#out mar-etin, &ros&ect of Ba+a+ ,e$sers, ?2K said it as
a%era,e .hereas 12K said it as #ad*
;1

C< Are $ou satisfied .ith the mar,in $ou ,ot #$ sellin, Ba+a+ ,e$ersS
TABLE0D
Yes 32K
No ?2K
*RAP)ICAL REPRESE$TATIO$
Satisfaction (e0el
,o
30%
Yes
-0%
Yes
,o
I$TERPRETATIO$
32K of the dealers are satisfied #$ the mar,in .hereas ?2K dealers are not
satisfied #$ the mar,in* The$ .ant more mar,in on Ba+a+ ,e$sers*

;0

3< For .hich #rand of ,e$sers the demand is hi,hS
TABLE0E
Brand "emand
Ba+a+ 0;K
Rec-old 42K
!sha 02K
@enus 12K
S&arehot ;K
*RAP)ICAL REPRESE$TATIO$
'emand
Venus
10%
Sparehot
5%
a#a#
25%
"sha
20%
Reckold
40%
a#a#
Reckold
"sha
Venus
Sparehot
I$TERPRETATIO$
From the a#o%e ,ra&h .e conclude that ma>imum demand is of Rec-old 942K<, then
there is a demand of Ba+a+ follo.ed #$ !sha I @enus*
;?

E< 5o. much &ercenta,e of customer &refer follo.in, #randsS
TABLE C F
Brands 8ercenta,e of customer
Ba+a+ ?;K
Rec-old ?2K
!sha 0;K
@enus 12K
S&arehot 2K
*RAP)ICAL REPRESE$TATIO$
'emand
Venus
10%
Sparehot
0%
a#a#
35%
"sha
25%
Reckold
30%
a#a#
Reckold
"sha
Venus
Sparehot
I$TERPRETATIO$
The a#o%e ta#le sho.s that ?;K of customers .ant to &urchase Ba+a+ ,e$sers,
?2K f customers .ant to &urchase Rec-old ,e$sers, 0;K of customers .ant to
&urchase !sha ,e$sers I 12K of customers .ant to &urchase @enus ,e$sers*
;4

1< 6hat are the reasons for s.itchin, customers from Ba+a+ ,e$sers to other
,e$sersS
TABLE C G
Reasons No* of res&ondents
7ar,e dela$ in ser%icin, ?;
7ac- of mar-etin, strate,ies 1;
*RAP)ICAL REPRESE$TATIO$
!easons for s$itching
35
15
0
10
20
30
40
Lar+e dela& %n
ser*%c%n+
Lack o. /arket%n+
strate+%es
!easons
&
o
.

o
f

r
e
s
#
o
n
d
e
n
t
s

Ser%es1
I$TERPRETATIO$
From the a#o%e ta#le .e conclude that ma+or reasons for s.itchin, customers to other
#rand are lar,e dela$ in ser%icin, I lac- of mar-et strate,ies*
;;

12< 5o. .ould $ou ran- Ba+a+ ,e$sers on a scale of 12S
TABLE C /.
Ran- 1 12
Ran- 0 ?2
Ran- ? 12
*RAP)ICAL REPRESE$TATIO$
!an/ of ,ajaj Geysers
10
30
10
0
10
20
30
40
Rank 1 Rank 2 Rank 3
!an/
&
o
.

o
f

r
e
s
#
o
n
d
e
n
t
s

Ser%es1
I$TERPRETATIO$
The a#o%e ta#le sho.s that ?2 dealers ran-ed Ba+a+ as second, 12 dealers ran-ed
Ba+a+ as first .hereas 12 dealers ran-ed Ba+a+ as third*
;C

S+OT A$AL#SIS
Strength!:
Brand ima,e
8roduct )ualit$
8roduct a.areness in the mar-et*
"ealers distri#uted .idel$ across the countr$*
ood .ill in the mar-et*
Older &la$er in the mar-et*
+ea5ne!!:
7ac- of mar-et strate,ies*
7ac- of ad%ertisement*
"ela$ in ser%icin, facilit$*
7esser &romotion effort*
Opportunitie!:
Ta-e ad%anta,e of #rand ima,e
::
BaJ+a+ electrical limitedG
A#ilit$ to con%ince the dealer throu,h mar-et re&resentation*
Can afford ma+or tie:u&s*
Foint %enture .ould increase data#aseI &roduct ran,e*
;3

Increase their &resence at dealer &oint*
To use mar-et leader strate,ies*
Threat!:
8resence of other com&etitors .ith ,ood ca&ture of mar-et e,
Rec-old, !sha, @enus*
7o$alt$ of consumers to other #rands*
;E

S%**ESTIO$
;1

S%**ESTIO$S
I .ould li-e to recommend some &oints to the com&an$* This is on the #asis of the
sur%e$ and analT
:
sis of the stud$ conducted in south I east "elhi*
1< The com&an$ should -ee& u& its ,ood .or- and should &ro%ide ,ood sere
:
ice
for its &roduct at &ro&er time, so that that the ma+or dissatisfaction amon, the
dealers and customers is not created*
0< The com&an$ should ,i%e much em&hasis on incenti%e schemes and more mar,in of
&rofit so that dealers are a#le to ma-e more sales and ha%e more &rofit for the
com&an$*
?< Since the &urchase decision of the customer is mostl$ influenced #$ the dealers
therefore the dealer should #e full$ e)ui&&ed .ith the #est of information and
some ,ifts at certain &urchases*
4< The com&an$ should .or- on &ositionin, i*e* act of desi,nin, the com&an$Bs
offerin, and ima,e to occu&$ a distincti%e &lace in the mind of the tar,et mar-et*
;< Com&an$ should use differentiation tools/
In &roduct differentiation it should focus on:
C2

Form
Features
8erformance
"ura#ilit$
Relia#ilit$
Re&aira#ilit$
"esi,n
In ser%ice differentiation it should focus on:
Orderin, ease
"eli%er$
Installation
Customer consultin,
Maintenance I re&air
Miscellaneous
In &ersonnel differentiation it should focus on:

Com&etence

Com&etence
C1

Courtes$

Credi#ilit$

Relia#ilit$

Res&onsi%eness

Communication
In channel differentiation it should focus on:
Co%era,e
E>&ertise
8erformance
In ima,e differentiation it should focus on:
S$m#ols
S$m#ols
Colors
Slo,ans
S&ecial attri#utes
C< Com&an$ should also focus on e%ents and s&onsorshi&s*
C0

3< As Rec-old and !sha are mar-et leaders .hereas Ba+a+ is mar-et challen,er in
home a&&liances it should use mar-et challen,er strate,ies .hich are ,i%en #elo.
Frontal attac-/
In &ure frontal attac-, the attac-er matches its o&&onentBs &roduct, ad%ertisin,*
&rice I distri#ution* The &rinci&al of force sa$s that the side .ith ,reater
man&o.er .ill .in*
Flan- attac-/
The ma+or &rinci&al of offensi%e .arfare is concentration of stren,th a,ainst
.ea-ness*
Encirclement attac-/
The encirclement maneu%er is an attem&t to ca&ture a .ide area of the enem$Bs
territor$*
B$&ass attac-/
The most indirect assault strate,$ is #$&ass* It means #$&assin, the enem$ and
attac-in, easier mar-ets to #roaden oneBs resource #ase*
uerrilla .arfare/
It consists of .a,in, small intermittent attac-s to harass and demorali=e the
o&&onent and e%entuall$ secure &ermanent footholds*
E< 6all &aintin,s, &am&hletsL distri#ution &rocedure in the &u#lic can also hel& in the
&romotion of Ba+ai ,e$sers*
C?

LIMITATIO$S
C4

LIMITATIO$S
E%er$ &erson tr$ to do the .or- in the #est &ossi#le .a$, #ut $et heQshe faces
certain difficulties* But still &ro&er care .as ta-en to &resent the re&ort in the #est
&ossi#le .a$, #ut still the difficulties .hich .as faced are as follo.s:
1< Area of sur%e$ is also limited as sur%e$ .as conducted in south "elhi I east "elhi
onl$*
0< Time and other factors, .hich are #e$ond human limitation, ha%e also a #earin, on
the stud$*
?< Sam&le si=e ta-en for the stud$ is )uite small and it therefore does not re&resent the
.hole &o&ulation*
4< Since onl$ limited num#er of dealers ha%e #een selected .hich do not re&resent the
.hole of the dealers in the "elhi cit$*
;< Some of the dealers do not ta-e interest in fillin, )uestionnaire*
C< Some of the dealers ,i%e .ron, ans.ers due to lac- of interest*
3< Some of the dealers are #iased*
C;

CO$CL%SIO$
CC

CO$CL%SIO$
From the anal$sis follo.in, inferences can #e dra.n/
Some of the dealers mainl$ &refer to sell Ba+a+ ,e$sers than to Rec-old
,e$sers #ecause the$ ha%e #een dealers of Ba+a+ com&an$ for the last ?2
$ears* Secondl$ #ecause of #ac-,round re&utation of the com&an$*
"ealers are at the @ie., that the com&an$ needs to ha%e some incenti%e schemes
to &romote m re sales #ecause Rec-old and !sha are ,i%in, tou,h
com&etition to Ba+a+ Electrical 7imited*
Most of the dealers .ere the o&inion that the com&an$ should ado&t #etter
methods for &romotin, their #rand due to the entrance of the com&an$Bs
#rand*
More &romotional efforts are needed on the &art of the com&an$ in
media ad%ertisin, so that each and e%er$ &erson comes to -no.
a#out the Ba+a+ ,e$sers*
C3

Most of the consumers ,i%e their &reference to )ualit$ and ser%ice of ,e$sers*
Therefore com&an$ should ta-e &ro&er ste&s for im&ro%in, the ser%ice
facilit$ for Ba+ai ,e$sers*
The &urchase decision of the consumers is mostl$ influenced #$ dealers
due to their hold on the &roduct and e>&erience in dealin, .ith that &roduct*
So it is %er$ necessar$ to ha%e %er$ ,ood relationshi& .ith dealers I to ,i%e
them #enefits as far as &ossi#le*
Consumers of Ba+a+ ,e$sers &refer the o%erall loo- as com&are to other
,e$sers* So the com&an$ should tr$ to maintain it al.a$s*
CE

A$$E8%RES
C1

@%ESTIO$$AIRE
NAME OF "EA7ER /
A""RESS /
NAME OF S5O8/
6hich ,e$sers do $ou deal inS
Ba+a+ U D
!sha U D
@enus U D
Rec-old U D
S&are hot U D
5o. old is $our outletS
1:4 $ear U D
4:E $ear U D
E $ears I more U D
6hich ,e$ser do $ou thin- is #est I .h$S
1<
6hat are the stren,th of Ba+a+ ,e$serS
1<
6hat is the mar-etin, &ros&ect of Ba+a+ ,e$serS
ood U D
A%era,e U D
32

Bad U D
Are $ou satisfied .ith the mar,in $ou are ,et #$ selin, Ba+a+ ,e$sersS
Yes U D
No U D
For .hich #rand of ,e$ser the demand is hi,hS
Ba+a+ U D
!sha U D
@enus U D
Rec-old U D
S&are hot U D
5o. much &ercenta,e of customers &refer follo.in, #rands ,e$sersS
Ba+a+ U D
!sha U D
@enus U D
Rec-old U D
S&are hot U D
6hat are the reasons for s.itchin, customers from Ba+a+ ,e$sers to other
,e$sersS
1<
0<
5o. .ould $ou ran- Ba+a+ ,e$sers on the scale of 12S
31

LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL
30

BIBLIO*RAP)#
3?

BIBLIO*RAP)#
PERSO$S
Mr* aura% Sa>ena
+EBSITES
...*#a+a+electrical*com
...*,oo,le*com
MA*A=I$ES
Business in India
BOO4S
Mar-etin, Mana,ement #$ 8hili& Hotler
34