A SUMMER PROJECT REPORT ON

THE STUDY OF GEYSERS &

MONOBLOCK PUMPS MARKET

Submitted by:
SACHIN CHAUDHARY

PGDM-2/1528(2015-2017)

Universal Business School

Raigad, Maharashtra

External Guide Internal Guide

Mr. R. Ramesh Mr. Sushant Nanda
Sr. V.P Sales Faculty: Marketing

Roca Bathroom Products Private Limited Universal Business School

Certificate from the Company/Organization
 DECLARATION

I do hereby declare that this project entitled “STUDY OF GEYSERS &

MONOBLOCK PUMPS MARKET “is submitted by me for partial fulfillment of the
post graduate diploma management, Universal Business School.

This project is exclusively prepared by me under the guidance of Mr. R. Ramesh, and
has not been submitted to any other University or Institute for the Award of any degree
diploma / certificate or published any time before.

Name:
Sachin Chaudhary
Universal Business School
Student Code: PGDM2-1528

Date: (Signature)
 ACKNOWLEDGEMENT

The ideal way to begin documenting this project work would be to extend my earnest gratitude to
everyone who has encouraged, motivated and guided me to make a fine effort for successful
completion of this project.

I would like to take the opportunity to thank and express my deep sense of gratitude to my
corporate mentor Mr. R. Ramesh (Sr. V.P Sales) for giving me an opportunity by taking me as
an internee in their organization. This proved to be a very good learning experience for me,
where I could get an exposure to all the aspects of real time Core customer satisfaction activities.

I am very thankful to my faculty mentor Prof. Sushant Nanda for guiding me throughout the
project. I am greatly indebted to both of them for providing their valuable guidance at all stages
of the study, their advice, constructive suggestions, positive and supportive attitude and
continuous encouragement, without which it would have not been possible to complete the
project.

I would also like to thank Mr. Rudraksh Verma (Manager- Trade Marketing) & Mr. Surajit
Gogoi (Deputy Manager) who in spite of busy schedule has co-operated with me continuously
and indeed, their valuable contribution and guidance have been certainly indispensable for my
project work.

I owe my wholehearted thanks and appreciation to the entire staff of the company for their
cooperation and assistance during the course of my project. I hope that I can build upon the
experience and knowledge that I have gained and make a valuable contribution towards this
industry in coming future.

“Success is the manifestation of diligence, perseverance,

inspiration, motivation and innovation”
 Table of Content
Sr. No Table of Contents Page No.

1. Chapter 1: Executive Summary 1

2. Chapter 2: Introduction

2.1 Sanitaryware Industry

2.1.1 Overview 4
2.1.2 Top Sanitaryware Brands 6
2.1.3 Market Size 7
2.1.4 Industry Growth and Drivers 9
2.1.5 Evaluation of Industry Attractiveness 12
2.2 Industry Profile of FMCD 14
2.3 Porter Forces for FMCD 15
2.4 Industry Analysis of Geyser Market 16

3. CHAPTER 3: Company Profile

3.1 About Roca (parent company) 18

3.2 About Parryware
3.2.1 Brief History 19
3.2.2 Registered Offices in India 20
3.2.3 Values 20
3.2.4 Awards 21
3.2.5 Mission 21
3.2.6 Strategy 22
3.2.7 Work Culture 22
3.2.8 Management 23
3.2.9 Product Portfolio 24
3.2.10 Products 25
3.3 Competition Overview 35
3.4 SWOT Analysis 35
4. CHAPTER 4: Research Methodology

4.1 Objective and Scope of Study 38

4.1.1 Objective 38
4.1.2 Scope 38
4.1.3 Managerial Usefulness of the Study 38
4.2 Research Methodology 39
4.3 Research Design 39
4.4 Source of Data 40
4.5 Tools to Collect Data 41
4.5.1 Sample Size 41
4.5.2 Sampling Method 41
4.5.3 Area of Sample Work 41
4.6 Limitations of Study 41

5. CHAPTER 5: Data Analysis

5.1 Methods and Techniques of Data Analysis

5.1.1 Data Analysis Concept 43
5.1.2 Data Analysis Process 44
5.2 Detailed Analysis of Geysers 45
5.3 Detailed Analysis of Monoblock Pumps 57

6. CHAPTER 6: Interpretations & Suggestions

6.1 For Geysers

6.1.1 SWOT Analysis 70
6.1.2 Perceptual Mapping 71
6.1.3 Price Positioning 72
6.1.4 Price List 73
6.1.5 Suggestions 74
6.2 For Monoblock Pumps
6.2.1 Competitors Analysis 75
6.2.2 SWOT Analysis 76
6.2.3 Product Life Cycle 77
6.2.4 Price Positioning 78
6.2.5 Perceptual Mapping 79
6.2.6 Points of Differentiations and Suggestions 80
6.2.7 Price List 82
6.2.8 Discharge Range 83
7. CHAPTER 7: Annexure

7 Sample Questionnaire
7.1 Geysers 85
7.2 Monoblock Pumps 87

8. CHAPTER 8: Glossary& Bibliography

8.1 Glossary 90
8.2 Bibliography 94
CHAPTER- 1
Executive Summary

1
The purpose of this research is to make a positioning for newly launched geysers and monoblock
pumps of Parryware. In order to identify the parameters for positioning an exploratory study was
conducted. The exploratory study comprised of in-depth interviews of some dealers and retailers of
different brands. Some major differentiating parameters which came out of the study were the
following:
 Brand image
 Technical details
 Competitive pricing
 Incentives given to the dealers.
 Customer behavior

Based on the above mentioned points, questionnaires were designed in order to carry out
multi-dimensional scaling of the dealers’ responses. Both attribute & non-attribute based
questionnaires were designed & few geysers as well as monoblock pumps were chosen to be listed
on the questionnaire for the purpose of comparison. Few of them are:

Geysers Monoblock Pumps

Racold Crompton Greaves
Bajaj Kirloskar
Jaquar Havells
AO Smith V-Guard
Havells Usha

These brands were chosen as per the analysis on secondary data which reveals that these are the
brands with whom Parryware has to compete with. The responses were collected & analyzed on
Excel. Through the analysis few dimensions were identified which comprised brands image &
their network.

In the Geysers - Parryware position matched with Jaquar second only to Racold which was on top
position against the two parameters i.e. performance & Brand image while in the pumps segment
Parryware position matched with USHA which is after Crompton and Kirloskar in the market.

2
CHAPTER- 2
Introduction

3
 INTRODUCTION
athrooms and kitchens were once considered just as one portion of home where people
B usually visit early in the morning to perform their daily routine. But today they are one of
the important considerations for a buyer whenever he buys a flat. Today various sanitary
companies across globe are providing innovative & creative solutions to their consumers.
Bathrooms are becoming more and more intelligent & ecofriendly which not only saves water but
also gives unbelievable facility to their users. Bathrooms are becoming comfort zone today. From
faucets to showers, cisterns to waterless urinals, each & every equipment’s are being designed to
give more comfort. According to a recent report from Research and Markets, more people in India
are viewing Sanitaryware products as a medium through which they can showcase their wealth and
premium lifestyle. In addition, companies are also manufacturing products to suit the upbeat
lifestyles of new-age Indians by providing a greater emphasis on looks and comfort.

Indian Sanitaryware market consists of both organized player and unorganized players, with
organized players like Cera, Parryware, Hindware and Jaquar holding the majority share
(60% approximately). Further, with increasing brand awareness and demand for luxurious and
stylish Sanitaryware, the market share of organized players in the overall Sanitaryware market is
expected to increase in coming years. According to the recently published report by TechSci
Research “India Sanitaryware Market Forecast and Opportunities, 2018”, the southern region holds
the highest market share, in revenue terms, of the country’s Sanitaryware market. Among the
metropolitan cities, Delhi NCR’s contribution is the highest as a result of continuing growth in
hospitality, SEZ, residential and healthcare sectors. According to the report, India’s Sanitaryware
market is projected to grow at a CAGR of around 45% during 2013-18.

During my project I came to know that today’s consumer is very brand conscious, and he look for
branded instrumentalities whenever come to visit sample house. “Today’s consumer is very
intelligent and knows one n’ all brands. Sometimes they demand one brand over other.”
Companies taking cues from these ideas are trying to cross the threshold of consumer mind.
International brands are making their presence felt by their novel offerings and giving value to the
consumer money. Most of them are targeting just the upper segment of market and keeping their
eye on high end customers who do not mind to give some extra in order to get a bathroom of their

4
dreams. Sanitaryware companies are getting into entire bathroom solutions in order to provide
their customers with a one-stop-shop.

Distribution channels today are backbone of any industry. In this industry developing distribution
channel is a big challenge. Margins are really low with infuriating prices of raw materials.
Companies winning strategy is to play with their operations. Companies like Grohe have adopted
practices which are helping them to make their process more efficient. Grohe lean® came up
emulating Toyota Production system which cut their waste by unbelievable 35%.

Parryware is working on intelligent supply chain systems taking help of an IT company. So

cutting cost, not raising price is the real mantra. To reach their target audience and to communicate
the right message in the right manner is the major concern for any company. Companies are using
various ways for promotion like Promotional allowances, Public reviews in newspaper, magazines
and advertisings. But one thing that gained my attention is “word of mouth”. People use what
people believe in. They even recommend others to use what they have trusted. Other promotional
tricks are warranties & service contracts. I find out builders in Pune region are having affinity for a
product because of their service support. Today everyone wants his consumer to be happy and
satisfied so that he will become a repeat consumer of that product. Bathroom appliances are
durable goods, so they are bought once in 6-7 years or until renovation take place. So keeping
customers tracked and building a long term relationship must be worked out.

5
TOP SANITARYWARE BRANDS IN INDIA

6
 Market Size of Sanitaryware and Bathroom Fitting
Today India’s Sanitaryware and Bathroom fittings industry is estimated to be valued at a combined
INR 8,000 crore, which was used to be an INR 6000 crore market two years ago, the industry has
grown nearly 25% in the last couple of years. The share of Sanitaryware segment is estimated to be
valued around INR 2700 crore and the Bathroom fitting industry is estimated at approximately
INR 5300 crore. The organized segment in the sanitary and bathroom fitting industry comprises of
nearly 55%. As per the census 2011 data, 19% of urban homes in India do not have a toilet and this
emphasizes on the tremendous growth potential this segment has.

Sanitaryware and Bathroom Fitting Growth in India

Manufacturing units Total bathroom solu-
Brand Name No. Of dealers
in India tion provider

Parryware 700+ 7 Yes

Jaquar 1250+ 4 Yes

Hindware 600+ 4 Yes

Cera 1045+ 1 Yes

**all the findings are from secondary data

PARRYWARE –

The easiest brand to find, has approximately 700 plus dealers in India, less than the number of
dealers of Hindware, Jaquar and Cera Sanitaryware.
Parryware cheapest closed couple toilet is “Indus” priced at INR 4890, its cheapest wall hung is
priced at INR 6360. Its cheapest wall hung basin is “Cosmos” priced at INR 1030, Corner basin is
available at INR 1130 and over counter is “Small Oval” priced at INR 1500.

7
Hindware –

The cheapest closed couple toilet by Hindware is “EWC Papular P” priced at INR 3260. Its
cheapest wall hung wash basin is” WB CUTE" priced at INR 810, similarly corner basin and over
counter basin are priced at INR 1,040 and INR 1,830.

Cera –
Its cheapest closed couple toilet is “Calibre” priced at INR 5860; its wall hung toilet is “Carat” is
priced at INR 4550(with seat cover). Its cheapest available wall hung wash basin is “Corren” is
priced at INR 2945, its over counter wash basin is “Oval” priced at INR 1270 and its corner basin
is also available at a minimum price of INR 940.

Industry Growth

Industry Growth
12000

10000
Revenue (in crores)

8000

6000

4000

2000

0
2013 2014 2015 2016 2017
year

With the growth rate of nearly 13%, the Sanitaryware and bathroom fitting which at present is
valued at approximately INR 8000 crores is estimated to be valued at approximately INR 10,000
crores in year 2017.

8
Industry Growth Drivers:
1. Increasing level of income and growing spending rate
When combined with the growing Income Per Capita (PPP), urbanization rate, an
increasing number of nuclear families and an increasing focus on spending, the consumer
market potential is clear. The diversity in spending patterns, eating habits and lifestyle
changes (focused on higher spending) in various parts of the country offer a sizable market
for a range of industries wanting to set up their office in India.

Growing per Capita Income (PPP) in USSD

8000

6000

4000

2000

0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

(
(Source- IMF)

Grwoing Spending
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

(Source – World Bank)

9
2. Growth in Real Estate in India and Rapid Urbanization
Due to the rapid urbanization, positive demographic and rising income level, the Indian real
estate sector has attracted significant investments over the past few years which have
directly or indirectly benefited the Ceramic tiles, Sanitation and Bathroom fitting
industries.

(Source- IBEF)

3. Increasing awareness among consumers about

Hygiene and government initiatives; such as Swachh Bharat Abhiyaan

10
Impact of “Swachh Bharat Abhiyaan” and “Housing For All”

The Swachh Bharat Abhiyaan or the ‘Clean India Mission –

 It is aimed at construction of 12 crore toilets in India in the next four years with an
estimated cost of approximately $ 10 billion.
 The Mission is about construction of households and community’s toilets to eliminate open
defecation and conversion of insanitary toilets to pour flush toilets.

The Housing for all Scheme –

 It is aimed at constructing Housing facility for every family in India by 2022 with water
connection, toilet facility, 24*7 electricity supply and access”.
 As per ministry of housing and urban poverty alleviation, the housing shortage in India is at
around18.78 million units in 2014.

**Observations are made on the basis of Secondary data.

11
 Evaluation of Sanitary Industry Attractiveness

Barriers to Entry Barriers to exit

 As per the findings, the number of toilets  If we go by numbers, available manufacturers
required by 2022 is 14.9 crore. are not enough for serving 24 crore households
of India.
 Due to large number of regional player’s  Least asset specialization especially in the
product differentiation becomes inevitable. regional sector.
 Demand for cheaper brands will be high;
however, the price difference (switching  The government doesn’t interfere in the entry
cost) between cheaper brands is not much. and exit of firms in sanitary industry.
Therefore, the industrial attractiveness is low Therefore, the industrial attractiveness is low to
to neutral. neutral.

Rivalry among competitors Threat of substitutes

 There are nearly about sixty Sanitaryware
manufacturers present in India offering
products in all range with different price tag.
However, the current capacity run of these
firms is the key indicator.
 Roca Parryware reported that it is running
expanding its plant facilities to meet future
demands. Therefore, the industrial
attractiveness is high.
 Sanitaryware products range from wash
basins, closets, urinals, sinks, baths tubs etc.
Its properties of corrosion resistance and
glazing surface which can also offer different
color options.
 Its use has not been replaced by other
materials like steel, fiber etc. for sanitation
purpose. Therefore, the industrial
attractiveness is high.

12
 Bargaining power of suppliers Bargaining power of buyers
 Sanitary products are consisting of two types  The number of buyers in the coming seven
of different raw materials, the first type is years will be very large.
called the body and the second type is called
the glaze. Thera material used for body is
china clays, fireclays, ball clay, quartz,
feldspar etc. and the raw material used for
making glaze is clay, quartz, feldspar and
different oxides for different colors.
 Absence of real substitute to Sanitaryware,  Absence of real substitute of Sanitaryware.
limits the number of buyers for these Therefore, the industrial attractiveness is high.
suppliers. Therefore, the industrial
attractiveness is high

Overall Assessment
 The demand in the coming years is going Tobe  Minimum government intervention & easy
exponentially high. availability of raw material.
 Leading player have already exhausted their  Absence of any real substitute. Therefore,
existing capacity and are planning for the overall industrial attractiveness is high.
expansion.

13
 Industry Profile of Consumer Electronics and Durables

As per a recent report by ASSOCHAM, the consumer electronics and durables sector in India is
expected to grow at a CAGR of about 15% and grow from Rs. 34,000 crores to reach Rs. 52,000
crores by 2016 by rising demand from the Indian middle class as well as growing sales through the
online retail format. According to the report, multi-national companies (MNCs) with superior
technology and better quality control account for a market share about 70% of consumer
electronics and durables market in India and maintain a strong hold on the urban middle class
segment growing at about 12-15%.

As per the study, the consumer durables and electronics market in rural and semi-urban areas
account for about 40 per cent of the overall market and is growing at about 30 per cent CAGR and
is currently estimated at about Rs 16 lakh crore and is likely to cross Rs 21 lakh crore mark by
2015.

“If you look at the AIDA model of buying (Awareness – Interest – Desire – Action), since the AID
are happening increasingly online, there is a growing chance to convert the last stage online too,
provided the right price point, delivery time and experience are served. A lot of products such as
storage devices and small appliances have become low involvement purchases for a lot of
consumers, because of which convenience of shopping from home and getting it delivered saves
them effort and time. Also, with product life cycle getting shorter, people are switching to newer
gadgets more often than ever.”

As per Forrester Research Inc., growth in Indian online retail market is set to be the fastest in Asia-
Pacific with total market slated to reach over $8 billion by 2016. The online format has also added
additional consumers from Tier-II and III cities thereby increasing the overall demand for such
products. Consumers can now research product and category manuals, compare prices as well as
hunt for discounts before making a purchase online. The online market for consumer durables and
electronics is now moving towards inflection point and maturity and we may see some
consolidation happening over the next couple of years.

14
 Porter Forces for Consumer Durable Industry

Threat of New Entrant

For any new company, to establish and build a new
brand, cope with the technological advancement and
create a wide-distribution network is difficult. On,
the other hand cheaper brands from Asian countries
like China and the entry of the other global brands is
concern.

Availability of Substitutes
The threat of availability of substitutes in Indian consumer durables market is medium, whereas
the white goods segment (air conditioners, refrigerators) face low threat of substitute. As new
technologies enter the market at an increasing pace, the manufacturer need to upgrade their
products accordingly.
E.g.- VCR got replaced by DVD player.

Competitive Rivalry
Presence of large no of local as well as international players in the domestic durables market in
each segment leads to high rivalry.

Supplier Power
The suppliers power is low because of the availability of the large number of suppliers in the
domestic market and cheap import options for components from other suppliers and countries.

Buyer Power
The buyer power is quite high as they have multiple brands across different price points, hence
giving them a wide variety across both durable and non-durable products to choose from.

15
 Industry Analysis of Geyser Market in India

Water heaters in India are emerging as technologically upgraded and innovative products. Electric
water heaters are currently the most popular among consumers. Although electric water heater
market is moving towards maturity, continuous innovations on the part of manufacturers are
driving growth in the market. Major players in India water heaters market are Racold, Bajaj,
Venus, V-Guard and AO Smith among others. The market is currently dominated by Racold
followed by AO Smith, Havells and Bajaj. Moreover, foreign companies like Ferroli are entering
the market with innovative products. Other small and medium sized companies also hold a
significant share of around 20% in the market. Water heater manufacturers in the country are
facing stiff competition from unorganized sector and Chinese imports, which provide cheaper
products. Indian consumers have limited awareness of technology and consider water heater an
ordinary electrical appliance, giving not much importance to its specifications.

According to a recently published TechSci Research report "India Water Heaters Market Forecast
& Opportunities, 2020", water heaters market in India is expected to cross USD330 million in
2016. Major factors driving water heater sales in India include increase in disposable income,
improved standard of living and rising awareness among consumers regarding benefits of branded
water heaters. Residential sector is currently the largest revenue contributor in India water heater
market. The high contribution of residential sector can be accredited to the increase in housing
projects in the country. However, water heater use in India is not limited to residential sector as
they are increasingly being adopted in industrial and commercial sector as well.

According to India Water Heater Market Overview, the market for water heaters in India grew
with a CAGR of 26.16% from 2010 to 2014. The Water heater market in India was estimated to
have a market of more than INR 1500 crore in 2014. Better government. Electricity shortages and
frequent outages are major constraints in the use of solar heaters, causing higher penetration of
electric water heaters, especially in Tier 2 and 3 towns. Some of the major players in the water
heater market are Racold, Bajaj, V-Guard, Venus and A.O. Smith.

16
CHAPTER- 3
Company Profile

17
 About Roca: Brief and History

Roca is the world leader in the definition of bathroom space and a benchmark reference in the
world of design. Currently they are active in more than 135 different countries and have 76
production plants spread across five continents. Roca Directly employees more than 21, 000
people across the globe. Roca began its activity as a company that made cast iron radiators for
domestic heating at its factory in Gava, near Barcelona.

History

1929, Roca entered the bathroom space by starting the production of baths.1954, Roca started the
production of brassware. In the 90s the Group developed a first step of international expansion,
mainly based on setting up commercial branches and signing agreements with local leading
brands. Besides Portugal and France, Roca’s presence started to spread over the United Kingdom,
Germany, Italy, Russia, Morocco, Argentina, Brazil and China.

The turning point of the internationalization process took place in 1999, with the acquisition of the
Swiss Keramik Holding Laufen, fourth global manufacturer in those days. The acquisition of
Laufen allowed the Group to strengthen its position in strategic markets where the brand had less
presence, such as Eastern Europe, Brazil and the USA.

In 2007, Roca Group came into a JV with the Chennai based Murugappa Group and by 2010,
Parryware, which is India’s leading Sanitaryware brand, became a 100% subsidiary of the Roca
Group. Presently, with 7 plants including the state-of-the-art plant at Bhiwadi, Roca and
Parryware are equipped with leading infrastructure.

18
 About PARRYWARE

Brief History

Parryware, India’s leading manufacturer of bathroom products, originated from EID parry, one of
the country’s oldest and most reputed business entities. In 2006, it entered into a joint venture with
Roca corporation, Spain, became a Roca Group subsidiary in2008 and turned into a wholly- owned
subsidiary of the Roca Group in 2011.

The journey started in 1952 when Parryware started under EID Parry in Ranipet. The company
joined hands with Royal Doulton in 1960 and inaugurated a new casting unit in 1976. Change
came knocking in 1980 when Murugappa group took over Parryware brand.

Five years later, in 1985 a revolution was born in shape of the Cascade Range of closets which
upgraded Parryware from just a bathroom product manufacturer to a brand that stood for
glamorous bathrooms. Roca group took over Parryware in 2006 and the growth story continues
with increased production prowess and deeper penetration into the INDIAN market.

19
Registered Offices in India
Central Offices: - Chennai (+914449022000)
No. 62, K G N Towers,4th floor, A-Wing, Eithraj Salai EGMORE, Chennai-600105

Marketing Office: - Gurgaon (+91-124-4278347/48/49)

Building no. 10, Tower B level- 3, DLF Cyber City, Gurgaon – 122002

Sales Offices
Chennai, Bengaluru, Gurgaon, Hyderabad, Mumbai, Kolkata and Kochi

Company Mission
To be a truly World Class Company in all respects exceed our customers’ expectations in quality,
delivery and cost effectiveness through continuous product innovation, cutting edge technologies,
and customer interaction.

Awards
Parryware’s strong foothold in the market has been testified by cover titles such as “Super Brand”
& “Power brand” in 2011 and “Trusted Brand” in 2013 and 2014. Parryware products have been
recognized/approved by all major quality certifications agencies.

20
Parryware Values
The Parryware ethos is perfectly captured in its brand essence: Trust, Practically, Value Offerings
and Contemporaneity. True to its legacy, Parryware continues to progress from Strength to
strength and charter ahead as a provider of complete and contemporary bathroom solutions for
INDIA.

Trust
The Key ingredient of our 6-year relationship, your trust is our pride, and we promise to continue
delivering superior quality, attractive pricing, extra ordinary range and unparalleled service.

Practical
With an eye for detail, our products are tailored to your needs, your imagination, your space and
your pocket. Simple yet fabulous bathroom solutions.

Contemporary
We believe in constant reinventing to sync with our dynamic users, while preserving our core
values- the secret ingredients of our revolutionary bathroom fittings.

Youthful
The youthful and exuberant spirit of the org. resonates in our experimental designs that constantly
challenge the status quo and are trendsetters.

21
Strategy
Value Based Management is our integral philosophy, directed towards maximizing long-term cash
flow and shareholder value through:
 Focus on the Company's core profitable segments to build up our position as one of the
leading Sanitaryware companies;
 Investments in information technology to improve planning and control of operation.
 Increased investments in Human Resources Training & Development to upgrade and
broaden the skill base of the organization in consonance with changing needs.
 Build flexible cost-efficient manufacturing base through a balanced mix of in-house and
contract manufacturing

The Work Culture

Parryware is an equal opportunity employer and provides a congenial and professional work
environment for all its employees, with great emphasis on teamwork. We stimulate innovation,
encourage calculated risk taking and accept mistakes as a part of the learning process.

We encourage experiential learning, and believe in clear delegation of authority and acceptance of
personal accountability. We value the involvement of our colleagues in bringing the best to our
organization in a spirit of understanding, trust and appreciation of cultural differences. We are
open to discussing alternative views and build on constructive feedback.

22
 MANAGEMENT

WHO IS WHO & ROLE IN THE ORGANIZATION?

Key Personnel
Managing Director Mr. Pau Abello
Sr. V.P Sales Mr. R. Ramesh
Sr. V.P HR Mr. MV Vasudevan
CFO Mr. Nirmal Kumar
Marketing Manager Mrs. Mayuri Saikia
General Manager (Sourcing) Mr. Vipin Rastogi
Manager (Trade Marketing) Mr. Rudraksh Verma

23
 PRODUCT PORTFOLIO

Sanitary Allied Bathroom Electronic

Faucets Wellness
ware Products Furniture Toilets

24
 PRODUCTS

Sanitaryware Faucets Fittings Allied Products

 Cisterns  Single lever  Showers  Mirrors

 Closet  Quarter Turn  Health Faucet  Seat Cover
 Basin  Half Turn  Waste Coupling  Water heaters
 Pedestals  Push Tap  Flush valves  Monoblock pumps
 Urinal  Wall Spouts  Sliding kit  Pressure boosters

Electronic Toilets Accessories Whirlpools & Bathtubs Vanity Cabinets

 Luxury electronic  Verve  Poise  Vanity cabinets-PVC

toilets  Apus  Laguna  Floor Mounted & Wall
 Omega  Shower Panels hung
 Hotlier  Shower Enclosures  Vanity Cabinets-MDF
 Acrylic bath tubs

25
Closets

26
27
Basins

28
Urinals

29
Faucets

30
Wellness

31
Allied Products

32
Bathroom Furniture

33
Geysers & Pumps

34
 Competition Overview & SWOT Analysis

Parryware Hindware Cera Jaquar

Parent ROCA HSIL Cera Sanitaryware Jaquar
limited
Company
Construction Construction Construction Construction
Category Materials Material Materials Material
Sanitaryware Sanitaryware Sanitaryware Sanitaryware
Real estate and con- Real Estate and Real Estate and Real Estate and
Sector
struction construction construction construction
Design to desire Reflects my style Experience bating
Slogan - complete bathroom
solution
Creative and Premium quality Innovative and Technically
USP
innovative products products stylish products advanced products

35
 SWOT ANALYSIS
Parryware Hindware Cera Jaquar
Strengths  Trendsetter (cascade  First in India to  first to use  Operates in vari-
cistern) receive ISI License NATURAL Gas ous bath verticals
 First & only “super (1962)  Conferred Power like Sani-
brand” & “power brand”  Has been rated Brand taryware, shower,
 7 plants across INDIA amongst top 100  Voted product of heaters, wellness
 Path breaking concepts small & medium the year in range of products,
Dual Flush & Anti- Mi- companies by Sanitaryware whirlpool, steam
crobial surfaces Forbes Magazine segment for cons. cabins.
 International presence  Manufactures 2.7 Years  World class brands
(S.A, Sri-lanka, Middle million  Steadfastly and presence
East) Sanitaryware piec- growing  Significant mkt in
 Wide portfolio of prod- es each year.  Modern facility bath fitting indus-
ucts  Most committed with latest try
 Won over 40 awards distribution net- machinery (CNC  Producing over
work in India. Machines) & 45000 faucets a
 First company in automatic polish- day
the building ing  3 state of art
material to be manufacturing
awarded the pres- facilities
tigious ISO 9001,  Strong advertising
14001 and OHSAS
18001 certificate
weakness  Market Share is limited  Less international  Distribution net-  High price
presence work is not strong  Being a market
 Limited market  Limited interna- leader, under the
share tional existence scanner
Opportunities  Should leverage brand  Should leverage  Can Inc. its Pan  Can expand using
equity of Roca and ex- brand equity and India distribution mergers and
pand in int. mkt. implement to Inc. worldwide acquisitions
 Can enter into new mar- Umbrella Branding presence  Real estate sector
ket by mergers to get a  Can build up a  More advertising is growing at a hue
worldwide presence. strong network for through TV and space; this is a
worldwide pres- online media good sign for
ence Jaquar
Threat  Regional players in the  Regional players  Regional low cost  Low price
Sanitaryware sector in the sanitary manufacturers alternatives
 Might get dissolved as a market  Govt. policies  Other leading
brand into ROCA  Hindware should keep changing brands
also look for trade
promotional
schemes.

36
CHAPTER-4
Research Methodology

37
 OBJECTIVE & SCOPE OF STUDY

Objective of the Study

The Primary objective to conduct this research was to understand the Geyser and monoblock
pumps market & develop the positioning for new Geyser and pump launch.
Secondary Objective
 To study and understand the concept and process of marketing research.
 To understand and get the concept of Marketing of Geysers and pumps.
 To get the practical implication of the process involved in any product launch

Scope of the Study

The research was carried in Delhi & NCR Region areas and I visited the dealers/retailers who are
were dealing in Geysers and monoblock pumps. The project scope involves the study of the
Geysers and pumps and also involves the finding of customer preferences in current water heaters
available and developing a map positioning for “PARRYWARE’s newly launched geyser and
pump” from the collected data.

Managerial Usefulness of the Study

This study helps to understand marketing research basic terminologies & different strategies for
different market situation

38
 Research Methodology

 A questionnaire was prepared to conduct the survey covering the Delhi NCR region as a
neutral person.
 The question was presented in one to one interview with each of the respondents.
 Responses of the concerned persons had been thoroughly analyzed.
 Conclusions had been arrived at using the response of the concerned persons and not on
questionnaire alone.

Generally speaking, dealers are most reserve persons on the planet and they are not flattered by
attention and this sometimes overcomes any inhibitions. All you can do in such circumstances is to
give up and try something else likely to be more productive - you haven't the time to spend on
lengthy discussions. Your stance, once granted access, depends on how much of an active
participant you want to be in the arena you are observing - the more obviously committed you are
to one particular stance or ideology the more others will take this into account when revealing their
thoughts or their actions to you.

In this context the questionnaire was not a fully-fledged one and was made with an intention of
getting the main information as dealers don’t have that much time to spare and also a long
questionnaire may irritate them. So the questionnaire used in my research was really crisp and was
aimed at getting the required information in the least time, also the questionnaire was used for
primary purpose only.

Research Design
Research design specifies the methods and procedures for conducting a particular study. A
research design is the arrangement of conditions for collection and analysis of the data in a manner
that aims to combine relevance to their search purpose with economy in procedure.
Research design is broadly classified into three types as:
1 Exploratory Research Design
2 Descriptive Research Design
3 Causal Research Design

39
Descriptive Research Design was used in this research.
Descriptive research studies are those studies which are concerned with described the
characteristics of particular individual. In descriptive studies, the researcher must be able to define
clearly, what he wants to measure and must find adequate methods for measuring it along with a
clear cut definition of population he wants to study. Since the aim is to obtain complete and
accurate information in the said studies, the procedure to be used must be carefully planned. The
research design must make enough provision for protection against bias and must maximize
reliability, with due concern for the economical completion of the research study.

Source of Data
|

Primary Data Secondary Data

1. Dealers Survey 1.Company’s Reports

2. Retailers Survey 2. Relevant Books and journals
3. Personal Interviews
4. Questionnaire Method

 Primary Data: - Primary data means data that is collected by different techniques like
questionnaire, interview, Survey etc. In this project, primary data has been collected by
the means of questionnaire and survey.
 Secondary Data: - Secondary data means data that is already available i.e. it refers to
the data which have already been collected and analyzed by someone else. The
secondary data involved in this project has been gathered from the internet and different
catalogues.

40
 Tools to Collect Data

SAMPLE SIZE
Sample Size for the study of Geysers is 45, while it is 35 for the pumps.

SAMPLING METHOD
In this marketing research project, I am using Random sampling method.

Area of Sample Work.

Area of sampling is Delhi & Gurgaon.

Limitation of the Study

 The sample area and sample size has been limited due to time constraint.
 In a small sample size, it is not possible to do segmentation.
 Dealers (respondents) are reluctant for their feedbacks & opinions, and authenticity of their
statements can’t be verified too.

All the observation and recommendation are made on the feedback obtained from survey.

41
CHAPTER-5
Data Analysis

42
 METHODS & TECHNIQUES OF DATA ANALYSIS

Data Analysis Concept

Data analysis is a practice in which raw data is ordered and organized so that useful information
can be extracted from it. The process of organizing and thinking about data is key to understanding
what the data does and does not contain. There are a variety of ways in which people can approach
data analysis, and it is notoriously easy to manipulate data during the analysis phase to push certain
conclusions or agendas. For this reason, it is important to pay attention when data analysis is
presented, and to think critically about the data and the conclusions which were drawn.

Raw data can take a variety of forms, including measurements, survey responses, and observations.
In its raw form, this information can be incredibly useful, but also overwhelming. Over the course
of the data analysis process, the raw data is ordered in a way which will be useful. For example,
survey results may be tallied, so that people can see at a glance how many people answered the
survey, and how people responded to specific questions. In the course of organizing the data,
trends often emerge; modeling the data with the use of mathematics and other tools such as SPSS
and Excel can sometimes exaggerate such points of interest in the data, making them easier for the
researcher to see. Charts, graphs, and textual write ups of data are all forms of data analysis. These
methods are designed to refine and distill the data so that readers can glean interesting information
without needing to sort through all of the data on their own.

43
Data Analysis Process
Once the necessary data collected, the next task is to aggregate the data in a meaningful manner. A
number of tables are prepared to bring out the main characteristics of the data. The researcher
should have a well thought out framework for processing and analyzing data, and this should be
done prior to the collection. It includes the following activities:

I. Editing
The first task in data processing is the editing. Editing is the process of examining errors and
omissions of irrelevant information in the collected data and making necessary corrections in the
same.

II. Coding
Coding is necessary to carry out the subsequent operations of tabulating and analyzing data. If
coding is not done, it will not be possible to reduce a large number of heterogeneous data into
meaningful categories with the result that the analysis of data would be weak and ineffective, and
without proper focus.

III. Tabulation
Tabulation comprises sorting of the data into different categories and counting the number of
cases that belong to each category, usually done in MS Excel. The analysis based on just one
variable is obviously meager.

IV. Analysis
After the all three above steps, the most important step is analysis of the data.

44
 Detailed Analysis of
GESYERS MARKET

Covered Areas of DELHI &

Gurgaon Region

North West: - Pitampura, Ashok Vihar,

Rani Bagh, Azadpur

North: - Wazirpur, Chandni Chowk,

Kamla Mkt., Kamla Nagar

West Delhi: - Rajouri Garden, Moti

Nagar

South Delhi: - Kotla Mubarkpur

Central Delhi: - Karol Bagh

Gurgaon: - Sikanderpur, Chakkarpur

village

45
Objective 1: To find the major geyser players in the market and their
demand.
Questions:

Q1. In which of the geysers brand do you deal in?

Q2. Which is the most sold brand geyser brand?

Findings: -

 18 out 45 dealers are dealing in Racold, 16 each are dealing in Havells and Crompton, 14
in AO Smith, 9 in v-guard and 7 each in Jaquar, Thermo king and Bajaj.

 Other brands available with the dealers are Venus (5), Haier (2), Pearl (2), Tanza, Airex,
kenstar, Great king and the list goes on…

 Out of all these brands Racold, AO Smith and Crompton are in demand(moderate).

Parryware and Its Major Competitors

Crompton
Parryware AO Smith Racold
Greaves
Parent company ROCA Avantha Group A.O. Smith Corp. Ariston Thermo
Construction Industrial
Electrical Water heater
category materials Electrical
Equipment Industry
Sanitaryware equipment
Energy power and
Real estate and
Sector Industrial Equip- Heating System Heating systems
construction
ment
Smart solutions.
Innovation has a Reborn everyday
Slogan Strong Relation-
name with hot water
ship
A pioneer & has
Creative and inno- Employee Innovation &
USP top leadership
vative products Recognition Design
position

46
 20
18
BRANDS
18
16 16
16
14
No. of Responses

14
12
10 9

8 7 7 7

6 5

4 3
2 2 2
2 1 1 1 1 1 1 1 1 1 1 1 1 1

Brands In Demand from Multi-Retail Outlet

16
14
14

12
No. of Outlets

10
10

6
4
4

2 1 1 1 1 1

0
ao smith racold marco venus jaquar thermoking crompton bajaj

47
OBJECTIVE 2: To identify the technical details & price range of
Geysers.

Questions:
Q3. Which type of geysers are in demand?

Q4. What is the capacity of geysers that are in demand?

Q5. What is the preferred shape and size of geysers?

Q6. Is there any favorable season for the sales of geysers?

Q7. What is the average Price range in which most of the geysers are sold?

Findings: -

 Storage geysers, used in bathroom, are in demand and are sold at a ratio of 4:1 to the
instant heating geysers (used for kitchen purposes).

 Geysers with the capacity of 25L are in demand followed by 15L,10L and 35L
respectively.

 When it comes to color only white and ivory are preferred by customers that too in
vertical shape followed by horizontal (3:1 vertical to horizontal).

 Although geysers are sold 365 days a year but “Winter season” is considered to be
favorable particularly in the months of oct-feb.

 Geysers are mostly sold in the price range of Rs. 5000-6000

48
 capacity Season
3% 6% anytime
28%

37%
54%
winters
72%
capacity 10L capacity 15L
capacity 25L capacity 35L anytime winters

Price Range ('000s)

14
12
12

10

6 5
4
4
2
2 1 1 1 1 1 1 1 1 1 1 1 1

0
3-6 K 3-8 K 4-12 K 4-5 K 4-6 K 4-8 K 5-10 K 5-6 K 5-7 K 5-8 K 6-8 K 7-8 K 8K 8-10 K 8-12 K 8-9 K

Shape
25

20
21

15

10

5 7
4 1 2
0
all cylindrical horizontal square vertical

49
Objective 3: Understand the market ; dealers benefits ; trend in
sales?

Questions:
Q.8 What is your trade margin?

Q.9 What is the credit time given to you by the company/distributor and are you satisfied with it?

Q.10 Do you get long term incentives like TOD (turn over disc.)?

Q.11 Which channel are you using to get your products?

Q.12 Is there any change in the sales of geysers for past few years? If yes, what are the possible

reasons?

Findings: -

 Trade margin of dealers varies from 1% - 10% but most of them are getting a margin of
either 2-3% or 3-4%, with Racold providing the highest dealer margin (as per dealers).

 On an avg. 30 days is the credit time given to the dealers and they are satisfied with it but
10 out of 45 dealers always prefer only cash payment so as to get maximum margin.

 Companies are providing different-2 schemes, like holiday packages (36% of the dealers
are getting), cash discount (33%) and target schemes (15%).

 55% of the dealers are getting long term incentives like TOD.

 49% of the dealers are getting their products directly from company followed by 46%
from the distributors and rest from the wholesaler.

 48% of the dealers said that there is an increase in the sales trend of geysers while 19% of
the dealers denied this fact, whereas according to 33% of the dealer’s sales trend is
constant there is no such increment/decrement in sales.

 According to the majority of dealers this change is due to the change in consumption
usage of the customer and competition.

50
 Trade Margin (%)
8
7
6
5
4
3
2
1
0
1-2% 2-3 % 2-3% 2-5% 3-4% 4-5% 5-10% 5-7% 8-10%

Highest Margin
7
6
5
4
3
2
1
0
bajaj equal havells local racold

SCHEMES PROVIDED BY COMPANIES

holiday package
15%
cash disc.
TOD
8% 35%
NO Scheme
3%
2% credit notes
5%
quantity
target scheme
32%

51
 Credit Time
12
10
8
6
4
2
0
7 15 20 30 40 45 60 70 90 15-20 15-30 30-45 45-60 No
(only
cash)
No. Of days

Satisfaction level Sales Trend

5%
3%

13% 33%
48%

79% 19%

not satisfied highly satisfied

constant decreased increased
Moderate satisfied

wholesaler
5% Channel TOD

no yes
49% 45% 55%
46%

company distributor wholesaler yes no

52
Objective 4: Consumer buying behavior, preferences and
expectations?

Questions:
Q.13 What are the key decisions a customer has to make before buying a geyser?
Q.14 Does a customer compare a brand, if yes than please rank the following attributes that he
considers?

Findings: -
 When a customer makes his mind to buy a geyser, then on following factors he makes his
key Decisions: -
Quality - 40% of the customers look for the best quality available in the market
Price- 27% customers give preferences to their pocket and look for a pocket friendly
product.
Brand Advertisement satisfaction: - 25% are satisfied with the T.V. advertisements and
the promotional activities (banner, hoardings, etc.) used by the companies.

 Yes, customers do compare brands while purchasing and attributes for their comparison are
(higher to lower in order)
Brand image > Price > Features > Design > Dealer recommendation > Technology >
warranty> Safety Features > Availability at the store. (on the basis of research)
Brand Image is the most important factor that differentiates two/three brands in the mind of
the customer.

**Price also plays an important role but a customer is ready to pay some extra bucks for a
branded product so price is not the top most in the priority list of a customer.

53
A total of 5 customers were also surveyed.
 To our surprise 80% of them were using Bajaj geysers followed by Havells (20%).
 Their preferences for shape was Horizontal and colors were white and ivory.
 For 90% of them quality is the first thing that came from brand image followed by price
factors and technology used.

DECISION MAKING
35
No. of responses

30
25
20
15
10
5
0
QUALITY PRICE BRAND ADD. DEALER
RECOMMENDATION

Attributes

54
Hypothesis test
Let us do a hypothesis test (x=0.5), whether customer is influenced from quality, price & other
factors using CHI SQUARE TEST.
H0= let us take the hypothesis that brand image through advertisement, quality, price and dealer
recommendation do not influence the customer in their buying decision.
H1= let us take the hypothesis that brand image through advertisement, quality, price and dealer
recommendation influence the customer in their buying decision.

Observed Frequency Table (O)

Factors Quality Price Brand Dealer rec. Total
image
Influence on buying
29 28 20 17 94
decisions
Perception of custom-
25 20 29 20 94
ers while buying
Total 54 48 49 37 188

Now, let us find the expected frequencies (E)

E11 54*94/188 E21 54*94/188

=27 =27

E12 48*94/188 E22 48*94/188

=24 =24

E13 49*94/188 E23 49*94/188

=24.5 =24.5

E14 37*94/188 E24 37*94/188

=18.5 =18.5

55
Table for Expected frequency

Factors Quality Price Brand image Dealer rec. Total

Influence on buying 27 24 24.5 18.5

decisions
Perception of custom- 27 24 24.5 18.5 100
ers while buying
Total 54 48 49 37 188

O E O-E (O-E) (O-E)/E

29 27 2 4 0.148148
25 27 -2 4 0.148148
28 24 4 16 0.666667
20 24 -4 16 0.666667
20 24.5 -4.5 20.25 0.826531
29 24.5 4.5 20.25 0.826531
17 18.5 -1.5 2.25 0.121622
20 18.5 1.5 2.25 0.121622

Total 188 188 0 85 3.52593

Degree of freedom = (no. of rows -1) * (no. of columns-1)

= (2-1) * (4-1)
=3
At degree of freedom V = 3, X20.50 =2.36
Since, the tabulated value of X20.50= 2.36, is less than the calculated value of X2 so, we reject the
null hypothesis (H0).

Hence it is proved, that brand image through advertisement, quality, price and influence the
customer in their buying decision.

56
 Detailed Analysis of
MONOBLOCK PUMPS MARKET

Covered Areas of DELHI &

Gurgaon Region
North West: - Pitampura, Rani Bagh, Azadpur
North: - Chandni Chowk, Kamla Mkt.
South Delhi: - Kotla Mubarkpur
Central Delhi: - Karol Bagh
Gurgaon: - Sikanderpur, Chakkarpur village

A total of 35 dealers/retailers having an avg. experience of 20 years were surveyed out of which:

 33% are from North West Delhi

 23% are from North Delhi

 22% are from Gurgaon

 11% each are from Central & South Delhi

57
Objective 1: To find the type of monoblock pumps and the purpose
they are used for?

Questions:
Q1. For which purpose monoblock pumps are in demand?

Q2. What type of Monoblock pumps are in demand?

Findings: -
 According to 77% of the retailers monoblock pumps are in demand for domestic purpose,
while 18% of them said monoblock pumps are in demand for agriculture purpose.

 3/4th of dealers said centrifugal type of pumps are in demand and according to the rest of
dealer’s submersible type is in demand.

Objective 2: To find the major monoblock pumps players in the

market?

Questions:
Q3. Which brand of monoblock pumps do you deal in?

Q4. Pumps of which brand are in demand?

Findings: -
 26 out of 35 dealers are dealing in Crompton, 10 in Kirloskar, 4 each in v-guard, oswal
and Havells.

 Other brands available with the dealers are KSB (3), Bajaj (2), Sameer (2), lubi (2), nova,
khaitan, alpha and the list goes on…
 Out of all these brands Crompton is in demand followed by Kirloskar.

58
 Purpose Type
5%
26%
18% 74%

77%

DOMESTIC AGRICULTURE Industrial Centrifugal Submersible

Brands
30 26
No. of Responses

25
20
15
10
10
4 4 3 4
5 1 2 1 1 2 2 1 1
0

kirloskar
In demand through 11%

multi retail outlet

crompton

kirloskar

crompton
89%

59
Objective 3: find the benefits availed by the dealers through
company?

Questions:
Q4. What is your trade margin?

Q5. What are the credit policies of the company and what is your satisfactory level for that?

Q6. What type of schemes do these brands provide?

Q7. What are the promotional strategies you are using?

Findings: -
 Trade margin of dealers varies from 1% - 10% but most of them are getting a margin of
either
1-2% or 4-5% followed by a margin of 10%.

 On an avg. 30 days is the credit time given to the dealers but around 35% of the dealers
prefer only cash payment so as to get maximum margin and they are satisfied with it.

 28% of the surveyed are not getting any type of schemes from companies while others are
getting schemes like Discount, Holiday packages, TOD and incentives.

 72% of the dealers are not using any sort of strategy to promote their products while 17%
are giving extended warranties as a part of their promotional strategies followed by long
life promises (6%) and advertisements (5%)

60
 TRADE MARGIN(%)
12
10
No. of Dealers

8
6
4
2
0
1-2% 2-3% 2-5% 3-4% 3-5% 4-5% 5-10% 5-6% 9-10%

CREDIT TIME SCHEMES

14 12 12
No. of Responses

12
NO. OF REPONSES 10
10
8
8 7
6
6
4 4
2
2 1 1 1 1 1 1 2
0 0

Satisfaction level Promotional Strategies

of CREDIT Time
11% 5% advertisement

17%
extended
89% warranty
6%
long life

72% no
moderate satisfied

61
Objective 4: To know about the price range of the pumps and
preferred season (if any) of their selling?

Questions:
Q8. Is there any particular season/time in which customers are buying monoblock pumps?

Q9. In which price range pumps are mostly sold?

Q10. Out of 100 customers how many will go for the lower price range?

Findings: -
 Although pumps are sold 365 days a year but “Summer season” is considered to be
favorable by 69% of the dealers.

 Mono blocks pumps are mostly sold in the price range of Rs. 3000-5000

 Out of 100 customers 30-40% of the always look for the lower price range.

62
 Season

28%
anytime

no idea
3%
69% summers

PRICE RANGE ('000S)

18
16
14
NO. OF RESPONSES

12
10
8
6
4
2
0
3-5k 4-5k 4k 5-10k 5-6k 5k
PRICE RANGE

63
Objective 5: to find out the technical details of pumps?

Questions:
Q.11 What is the HP of most common sold pumps in the market?

Q.12 What is the average size of inlet/suction pipe of these pumps? (meters)

Q.13 What is the avg. discharge range for the pumps customers are looking for? (LITERS/
MINUTES)

Q14. Which head range is mostly preferred? (in meters)

Q15. What type of water flow through these pumps customers are looking for?

Findings
 According to 78% of the dealers only 1 HP is sold while rest of them says 0.5 HP is also
sold with alongside of the 1 HP one.

 Average size of Suction Pipe is 0.024m i.e. 1 Inch (as per the dealer’s response)

 Average discharge range is 50 LPM followed by 42 LPM and rest.

 15 m & 30 m are the preferred head range.

 78% of the customers want maximum flow of water while rest want nominal range of
water flow.

**Most of the dealers are not aware of the technical details of the product like head range,
discharge range and size of suction pipe.
** Detailed discharge range is present at the end of this report.

64
 HP Water Flow
22%

22%

78%
78%

0.5 HP & 1 HP only 1 HP maximum nominal

LENGTH OF SUCTION PIPE

18
16
NO. OF DEALERS

14
12
10
8
6
4
2
0
0.012 m 0.0137 m 0.015 m 0.024 m 0.025 m 18.28 m 30 m 65 m 7.62 m
LENGTH (IN METRES)

65
 HEAD RANGE (IN METRES)
5

4 4
4
No. of Dealers

1 1 1 1 1 1 1 1 1 1
1

0
10m 15 m 15m 20m 30-45m 30m 40 m 45m 48m 6-45m 65m 6m

DISCHARGE RANGE ( LITRE PER MIN.)

4

3
3
No. of Dealers

2
2

1 1 1 1 1 1 1 1
1

0
100 LPM 20 LPM 40 LPM 42 LPM 47 LPM 5 LPM 50 LPM 57 LPM 63 LPM 9 LPM

66
Objective no 6 – to find the customer buying behavior

Questions:

Q.16 What are the attributes customer are looking for in a pump?

Q.17 Please rank the factors based on which customers choose a particular brand?

Q.18 In additional to pumps what are the add - ons customers are looking for?

Findings: -
 For 34% of the customer’s Quality of the product comes first while 22% looks for the
Warranty period of the pumps followed by price and after sales service.

 Brand image > Price > Quality > Dealer recommendation > ISI Mark (on the basis of
research)
*Brand turns a commodity into something much more valuable so, Brand Image is the most
important factor that differentiates two/three brands in the mind of the customer.
*Price and quality comes after brand image. Price and quality are interlinked with the brand
of the product and if customer is satisfied with the brand image than he is ready to pay
some extra for the desired product.
*Dealer also has a role to play when customer has to choose a brand, he can easily
guide/misguide a customer for the particular brand.
*Most of the products available in the market are of ISI mark but still there are few who are
not ISI marked and a customer always wants a ISI mark product.

 Half of the customers wants auto start and auto cut with monoblock pumps but there are
few who didn’t ask for these, as it is already present there in most of the products.

67
 Add Ons

36%
auto start & cut
60%
fitting
Nothing
4%

Attributes 5%

quality
22% 34%
after sales

price
20% 19%
warranty

high water outlet

DECISION MAKING
25
No. of responses

20
15
10
5
0

Attributes

68
CHAPTER-6

Interpretations

&

Suggestions

69
For Geysers

SWOT Analysis

Parryware Crompton greaves Racold AO Smith

Strengths  First & only “super  Skilled workforce  Experienced  High growth
brand” & “power  Wide range of business unit rate
brand” products  Domestic  Existing
 7manufacturing units  Major presence in market distribution and
across INDIA and domestic power  High profita- sales network
continues to be a market bility  Skilled
leader  Wide installed workforce
 International presence customer base  Experience
 Wide portfolio of  Prompt after sales business units
products service
 Experience business
units

Weakness  Market Share is  Future debt rating  Tax structure  High debt ratio
limited  High working capitals  High loan  Investment in
 Limited financing rates R& D
capacity for large  Small
products business units

Oppor-  Should leverage brand  Total transmission  Global  New

tunities equity of Roca and capacity to be market acquisition
expand in int. mkt. increased  Venture  Venture capital
 Can enter into new  High growth rate will capital
market by mergers to stimulate growth in  Growth rates
get a worldwide demand for infra
presence.  Income level at a
constant increase

Threats  Regional players in the  Delay of projects  Rising cost of  Tax changes
Sanitaryware sector  Lowering of import raw material  Govt.
 Might get dissolved as tariffs  Price changes regulations
a brand into ROCA  Increasing competi-  Inc. in labor
tion from large com- costs
panies

70
Perceptual Map for Parryware Geyser

71
 Price Positioning for PARRYWARE Geysers

Brands having MRP greater than of PARRYWARE **Only commonly sold Geysers are taken
Brands having less MRP than PARRYWARE **Racold & Jaquar have 1-1 digital product
**Detailed price list of some commonly products is attached below.

72
 Price List of Commonly Sold Geysers
15 l. 25 l.

Model Name MRP (Rs.) Model Name MRP (Rs.)

CDR 15 7070 CDR 25 8190

Racold Eterno 2 (V) 9600 Eterno 2 (V) 11120
Eterno 2 (H) 10500 Eterno 2 (H) 11500

AO Smith 15l. SAS 10500 25l. SAS 11700

Havells 15l. Bello 10460 25l. Bello 11700

15 Elana Digital 10500 25 Elana Digital 12220

Jaquar Elana 8500 Elana 9000
Elana (H) 7500 Elana(H) 8500

Haier ES1 7300 8460

Parryware 7999 8999

Bajaj Shakti GPV 15l 8000 25l Majesty 9300

Crompton CG Arno Power 7500 Arno Power 8000

Kenstar Hot spring KGS 7000 Hot Spring 8000

73
 Suggestions for a New Player by Dealers
 Geysers is a FMCD product so customer always want a product from a well-established
brand, that is why this market is tough for a new player until unless it doesn’t have any
brand attachment with it.
For PARRYWARE it would be easy to sell its geysers from its existing Sanitaryware
outlets (brand attachment) and it will take 2-3 years to sell the same geyser from an
electrical store.

 It’s very important to hype the market before launching a product.

E.g.- Syska LEDs (marketing starts a year prior before the actual launch of the product)

 Excellent marketing and network connections, try to make as many connections as

possible.

 Geyser is kind of product which a customer will expect to last at least for 7-8 years so it’s
very obvious from a customer point of view to expect a good after sales service with a good
warranty time period.

 Greater trade margin and inorganic promotional activities for the dealers.

 As an electrical appliance it would be good if it is focused on technology like Digital

features, glass coating (available in AO Smith) & blue ray coating which also provides a
safety feature.

74
 In a country like India where quality of water varies geographically it’s very important for
a product like geyser to do customization and make geysers as per the requirement.
 All the above listed qualities with a competitive price product, although most of the cus-
tomers are not price sensitive but still price plays an important role while purchasing.

75
For Pumps

Parryware and Its Major Competitors

Parryware Crompton Kirloskar Havells

Greaves
Parent ROCA Avantha Group Kirloskar Electric Havells India
company Co
Category Construction Electrical Equipment Electric Electric
materials Equipment’s equipment
Sanitaryware
Sector Real estate and Energy power and Industrial Products Energy power &
construction Industrial Equipment Industrial
Equipment

Slogan Smart solutions. Enriching lives Passion is in eve-

Strong Relationship rything Havells
does

USP Creative and A pioneer & has top High sensitive to One of the top
innovative products leadership position customer needs. FMEG company

76
 SWOT Analysis
Parryware Crompton greaves Kirloskar Havells
Strengths  First & only  Wide range of  Reduced  Existing distribu-
“super brand” & products labor costs tion & sales
“power brand”  Major presence in  High profit- network
 plants across domestic power ability and  Good acquisition
INDIA and market revenue history
continues to be a  Wide installed cus-  First FMEG comp
leader tomer base to offer door step
 International  Prompt after sales service
presence service  Global presence
 Experience business (50+ countries)
units

Weakness  Market Share is  Future debt rating  Tax structure  High debt ratio
limited  High working  Brand  Competitive market
capitals portfolio  Cost structure
 Limited financing  Cost  Productivity
capacity for large structure
products  Investment
in R & D
Oppor-  Should leverage  Total transmission  Income level  Globally emerging
tunities brand equity of capacity to be at a constant markets
Roca and increased increase  Weak cycles of the
expand in int.  High growth rate  New acqui- sector
mkt. will stimulate sitions  Vertical integration
 Can enter into growth in demand  online media into Havells retail
new market by for infra outlets
mergers to get a  Income level at a  Growing demand
worldwide pres- constant increase
ence.
Threats  Regional players  Delay of projects  Cash flow  Delays in execution
in the  Lowering of import  Financial of power projects
Sanitaryware tariffs capacity  Highly regulated
sector  Increasing  Increasing electrical sector
 Might get competition from rate of  Environmental
dissolved as a large companies interest legislations on
brand into ROCA industrial wastes.

77
Product Life Cycle of Major Pump Brands

78
 Price Positioning for Parryware Pumps

Brands having MRP greater than of PARRYWAR **Only commonly sold pumps are taken

Brands having less MRP than PARRYWARE **Crompton has 2 commonly sold pumps.
**Detailed price list of some common products is attached at the pg-82

79
Perceptual Map for PARRYWARE Pumps

80
 Points of Differentiation & Suggestions
 In a product like Motor Pumps quality matters a lot but price and quality go parallel to
each other so if you totally focus on quality than you have to increase the price (that
doesn’t work) and if you do on the other way by cutting of the prices if you have to
compromise with quality (that also won’t work). So, try to make a balance between the
two things.

 For a new product launch Marketing is one of the most important factor that comes into
play and try to do a 360-degree marketing campaigns that would create awareness about
your product.

 Dealers are the ones who are going to sell your product so make an excellent and a wide
dealer network through your marketing. Encourage your dealers to promote your product
by giving them a good margin.

 Customers expects a good warranty period & after sales services from a brand so try to
fulfil these expectations.

 Only a few are providing an onsite warranty and replacement warranty for their
products, it could be a one go through point for Parryware motor pumps by providing a
free onsite warranty and free installation of the product.

 Although most of the customers are not aware of the technical details of the product but a
dealer is so, used best material for the winding of your product.

 Parryware motor pumps should have a good discharge range.

81
 Points of Differentiation
5%

19%
12%

3%

11%

18%
9%

23%

advertisement brand image price quality

service Warranty Technical parts Dealer margin2

82
 Price List
0.5 HP 1 HP

Model Name MRP (Rs.) Model Name MRP (Rs.)

V-Guard Nova- H 100 4250 VSPA-F150 6960

Crompton Mini Marvel II 3600 Mini Marvel 1 4900

Mini Master II 4700 Mini Master 1 7075

Kirloskar Kirloskar Chotu 1850 Kirloskar Jalraj 4200

Usha Pump 2546 3080 Pump 2557 4500

Havells hi-flow V series 4200 hi-flow V series 5800

Parryware 4000 5500

83
 Discharge Range (6m head)
0.5 HP 1 HP
Model Name Range (lph) Model Name Range (lph)

V-Guard Nova- H 100 1400 VSPA-F150 2500

Crompton Mini Master II 2600 Mini Master 1 4000

Kirloskar Kirloskar Chotu 2000 Kirloskar Jalraj 3180

Usha Pump 2546 1980 Pump 2557 3400

Havells hi-flow V series 2700 hi-flow V series 4200

Parryware 1500 3100

84
CHAPTER-7
Annexure
(Questionnaire)

85
Geyser
1. For how many years are you in this sector?
>1 yr. 1-5 yrs. 6-10 yrs. 10 + yrs.

2. What type of geysers are in demand? (capacity & price range)

 Type Storage OR Instant
 Price >5K 5-10K 10-15K 15K+
 Capacity 5L 10L 15L 25L

3. Which brand of geysers do you deal in?

Crompton AO Smith Racold Jaquar
V-Guard Havells Marco Thermo King

4. What type of schemes do these/this brands provide?

Cash Discount Prize Holiday packages TOD Others

5. What is the first thing that a customer looks in a geyser?

1. Budget
Low Pocket friendly High Very high

2. Quality
Below avg. Avg. fair Good Very good

3. Goes with Dealer/retailer advice

Yes Somewhat Unsure No

4. Brand advertisement
Never Hardly ever Sometimes Very often Every time

6. Does a customer compare a brand, if yes than please rank the following attributes that he
considers?
1. Design (shape & size) 1……………………………...
2. Features 2………………………………
3. Safety protection 3………………………………
4. Price factor 4……………………………….
5. Brand image 5……………………………...
6. Dealers recommendation 6……………………………….
7……………………………….
7. Technology

7. What is your trade margins?

2-3 % 3-4 % 5-7 % 8-10 % 10 +

8. Do you get long term incentives from the company (turnover discount), if yes how much?

86
9. What is the credit policy of the company and your satisfaction level with that?
Highly satisfied Satisfied Moderately satisfied Dissatisfied

10. **Rank the brands in order of dealer’s margin facilities? (for a multi dealer outlet only)

o Havells
1……………………………...
o AO Smith 2………………………………
o Racold 3………………………………
o Bajaj 4……………………………….
o Venus 5……………………………...

11. Favorable time of their purchase of geysers?

Festival New Year Winters Anytime Can’t say

12. Which shape and color of geysers is preferred by customers?

 Shape
Horizontal Vertical Cylindrical

 Color
White Orange / red Grey ( l or d) Black Blue Other

13. Is the customer satisfied with the quality of this brand?

Highly satisfied Satisfied Moderately satisfied Dissatisfied

14. What type of complaints are generally received about geysers you deal in?

15. Which set of the customers is preferring 2 -3 stars and 4-5 stars’ geysers?
Hotels Builders Hospitals Household
use

16. Which channel you are using to get your product?

17. Is there any change in sales (increased or decreased) in recent times, if yes what is the rea-
son?
o Competition has increased
o Usage has change/ consumer behavior
o Price and quality degrade/upgrade
o Market is growing rapidly

18. What are the chances for a new player in the geyser market?
o Fairly good
o No chance competition is too high
o Could be a market leader with some innovation

87
Monoblock Pumps

1. For which purpose monoblock pumps are in demand?

Agriculture Industrial Domestic Other (specify)

2. What type of Monoblock pumps are in demand?

Centrifugal Diaphragm Magnetic Submersible

3. Which brand of monoblock pumps do you deal in?

Crompton Flora Kirloskar Mahindra
Oswal Falcon V-Guard Any other

4. **Which is the most sold brand from your store? (multi-brand retailer)
Crompton Flora Kirloskar Mahindra
Oswal Falcon V-Guard Any other

5. What type of schemes do this brand provide?

Discount Prize Offers TOD Others

6. What are point of purchases for a customer?

Big retailer in small towns Local retailer Hardware Stores
providing varieties

7. What are the key decisions in pump selection of a customer?

Budget Benefits Retailer advice Friends/ relative

8. What are the attributes customer are looking for in a pump?

o Warranty
o After sales service/support & avoidance of extra maintenance
o Price
o Quality
o Low ~High voltage compatibility
o High water outlet
o Long lasting life

9. Please rank the factors based on which customers

choose a particular brand?
o Brand image 1……………………………...
o Price 2………………………………
o Quality 3………………………………
o T.V commercials and banner advertisements 4……………………………….
5……………………………...
o Dealers recommendation

88
10. What is the trade margin for you in pumps?

11. What are the credit policy of the company and what is your satisfactory level for that?
Highly satisfied Satisfied Moderately satisfied Dissatisfied

12. What is the HP of most common sold pumps in the market?

0.5 HP 0.6 HP 0.8 HP 1 HP Others

13. What is the average size of inlet/suction pipe of these pumps? (meters)
15 20 30 30+ Others

14. What is the avg. discharge range for the pumps customers are looking for? (LITERS/
MINUTES)
15 Lpm 20 Lpm 40 Lpm 54 Lpm Others

15. Which head range is mostly preferred? (in meters)

6 15 30 45 60

16. What type of water flow through these pumps customers are looking for?
Minimum Nominal Maximum Other (specify)

17. In which price range pumps are mostly sold?

>3 K 3-5 K 5-10 10 k+

18. Is there any particular season/time in which customers are buying monoblock pumps?
Festival New years Winters Summers Anytime

19. Out of 100 customers how many will go for the lower price range?
5-10 10-20 20-35 35-50 50+

20. What are the promotional strategies you are using?

Extended war- Low voltage High quality & Long life, Free accessories
ranty compatibility high capacity less mainte-
nance

21. In additional to pumps what are the add ons customers are looking for?
Auto cut Auto start Ampere meter Voltage stab. Expander

22. What should be the POD (points of difference), if a new player wants to enter into the mar-
ket?

89
CHAPTER- 8
Glossary

&

Bibliography

90
 Glossary

Advertising Any paid form of non personal presentation and promotion of ideas, goods, or
servicesby an identified sponsir

Brand A name, term, sign, symbol, or design, or a combination of them, intended to identify the
goods or servicesof one seller or group of sellers and to differntiate them from those of
competitors,

Brand awareness all the thoughts, feelings, images, experience, beliefs, and so on that become
associated with the brand.

Brand image The perceptions and belief held by consemers, as reflected in the association held in
consumer memory.

Branding Endowing the products and services with the power of brand.

Competitive adventage A company’s ability to perform in one or more ways that competitors can
not match.

Core Values the belief systems that underlie consumer attitudes and behavior, and that determine
peoples’ choice and desire over a long term.

Core competency attribute that is a source of competitive advantage in that it makes a significant
contribution to perceived customer benefits, has applications in a wide variety of markets, is
difficult for competitors to imitate.

Customer perceived value The difference between the prospective customers’ evaluation of all
benefits and all the cost of an offering and perceived alternatives.

91
Delivery how well the products or services are deliverd to customer

Drive a strong internal stimulus

Dealer who carries on business in purchasing, selling, supplying or distributing goods and also
includes works contractor, company, Co-operative Society, Broker, Commission Agent,
Auctioneer or any other mercantile Agent for the consideration of cash, commission and deferred
payment.

e-marketing company efforts to inform buyers, communicate, promote, and sell its products and
services over the internet

Image the set of beliefs, ideas, and impressions a person holds regarding an object.

Loyalty a commitment to rebuy or re-patronise a preferred product or service.

Marketing communication mix advertising, sales promotion, events & experience, public
relation & publicity, direct marketing, and personal selling

Marketing research the systematic design, collection, analysis, reporting of data & findings
relevant to a specific markeitng situation facing to the company.

Media Selection finding the most collective media to deliver the desired no. and type of exposure
to the target audience.

92
Perceived value the value promisecby the company’s value proposition and perceived by
customer

Perception the process by which an individual selects, organizes, and intercepts information
inputs to create a meaningful picture of the world

Performance quality the level at which products’ primary characterstics operate

Product assortment the set of all products and items, a seller offers for sell.

Product mix same as product assortment

Retailer buys goods or products in large quantities from manufacturers or importers, either
directly or through a wholesaler, and then sells individual items or small quantities to the general
public or end user customers, usually in a shop, also called store. Retailers are at the end of the
supply chain.

Satisfaction a persons’ feeling of pleasure or disappointment resulting from comparing a products’

percieved performance or outcome in relation to his or her expectations.

Sales Promotion consists of a diverse collection of incentive tools mostly shot-term activity
designed to stimulated quicker and/or greater purchase of particular product/services by consumers
or the trade.

93
Target market the part of qualified available market the company decides to pursue.

Turnover Discount a kind of long term incentives

Value delivery network a company’s supply chain and how it partners with specific suppliers and
distributors to make products and bring them to market.

Value pricing winnig loyal customer by charging an offordable price for a high quality product.

Viral marketing using the internet to create word of mouth effects to support marketing efforts
and goal.

Wholesalerwholesaler buys goods in large quantities from their manufacturers or importers, and
then sells smaller quantities to retailers, who in turn sell to the general public.

94
 Bibliography
1. Opportunity in the Water Heaters Market in India – 2015

http://www.researchandmarkets.com/reports/2637177/opportunity_in_the_water_heatersmarket_in

_india ; http://themoneyroller.com/2015/09/21/sanitaryware-sector-report/

2. ASSOCHAM reports: http://www.iamwire.com/2012/04/consumer-durable-market-reach-rs-52000-

crores-assocham/4389

3. Geyser maker A.O. Smith: http://www.thehindubusinessline.com/companies/geyser-maker-ao-

smith-believes-its-best-to-be-in-hot-water/article4119474.ece

4. India Water Heaters Market: http://www.prnewswire.com/news-releases/india-water-heaters-

market-set-to-cross-usd330-million-in-2015-reports-techsci-research-296726011.html

5. Water Geysers in India and their comparison: http://www.bijlibachao.com/top-ten-appliances/best-

water-heaters-geysers-brand-in-india-by-standing-loss-and-size.html

6. India Water Heaters Market: https://www.techsciresearch.com/news/314-india-water-heaters-

market-set-to-cross-usd330-million-in-2015.html

7. Monoblock Pumps from India: http://dir.indiamart.com/impcat/monoblock-pumps.html

8. India Sanitary Ware Market Forecast:

http://www.researchandmarkets.com/reports/2703133/india_sanitary_ware_market_forecast_andhtt

p://www.slideshare.net/vikram_dahiya/sanitaryware-industry

9. Market Trends of ceramic industry: http://www.ceramicindustry.com/articles/93678-market-

trends-demand-for-high-end-premium-sanitaryware-products-booming-in-india

10. SWOT analysis

http://www.swotanalysis24.com/swot-b/11730-swot-analysis-bajaj-steel-industries-ltd.html ;

https://www.mindtools.com/pages/article/newTMC_05.htmhttp://www.swotanalysis24.com/swot-

a/485-swot-analysis-a-o-smith.html

95