MINOR PROJECT

CEASEFIRE

G L BAJAJ INSTITUTE OF MANAGEMENT AND RESEARCH

SUBMITTED TO SUBMITTED BY
ARVIND BHATT RAJAT PUNDIR
SECTION D
PGDM19068
 DECLARATION
I, ______________________ hereby declare that the project
report entitled “Market Analysis and Competitors Analysis of Fire
Extinguisher” Under the guidance of Prof. Rupesh Kumar Sinha
submitted in partial fulfilment of the requirements of G L BAJAJ
INSTITUTE OF MANAGEMENT AND RESEARCH
The project or any part of it has not been previous submitted for any
degree.
Date:- ............................... RAJAT PUNDIR
 ACKNOWLEDGEMENT
Before getting into the theme of the minor project provided to me, I
would like to add a few words of gratitude for the people who were
part of this project in numerous ways, people who provide an
unending support right from the stage, the idea was conceived.
MINOR PROJECT is an important part of the Post Graduate Degree
in Business Management program and I would like to express my
heartfelt gratitude towards “CEASEFIRE Industries Ltd.” for giving
me this opportunity.
These projects would not have been possible without the help and
guidance of my industry guide Mr. Tino Jose (Sen. Territory
Manager). I am also grateful to all staff members for the co-operation.
 MINOR REPORT

G L BAJAJ INSTITUE OF MANAGEMENT & RESEARCH I

Acknowledge with sincere thanks Mr. ARVIND BHATT, my project

guide, for his constant advice, constructive criticism, able guidance,
constant encouragement and the right amount of personal touch,
which enable the project in its present state.
I would also like to thank my Parents, my friends and my colleagues
who directly or indirectly were the constant source of inspiration and
support which lead to successful completion of this report.
Last but not the least I would thank almighty for showering his
blessings and helping me at each step.
 Chapter-1
General Introduction
Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz
Engineer. At that time it basically deals in the domestic market. The
first extinguisher that was introduced was Halon 500gm. Then in
1993 MAP extinguisher was developed in order to penetrate into the
commercial and industrial segment. It ranges 1.2.and 5 kg. Then they
came off with security division which has video door phone, security
panel and CCTV in the month 2006. In 2008 they started the detection
division which has a variety of products like sprinkler, wired detector.
In 2009 they are focusing on the residential division and finally came
up with 4 colure gassy detector of 500gm which would also enhance
the beauty of the interiors. The company is the major leading player in
the fire safety products.

The company has also come up with stand alone detectors like CFR-
SD-DT, CFR-SD-IC, and CFR-SD-LE. The company has also a
wireless panel detector. The Ceasefire Industries Ltd. has a very good
relation building with the foreign Brand Hochiki and Visonic.
Introduction to the study Ceasefire launched its range of domestic fire
extinguisher a few decades ago, created a new market altogether,
dominated it, and in a few short years was named one of the top 10
marketing successes of the decade, alongside stalwarts like Levers
and Colgate.
Today, Ceasefire spans home, commercial and industrial fire safety
and creates a new customer every 15 minutes. Such rapid growth
demand exceptional service delivery. Its sales and services network
reaches out to 300 cities and towns across India, and a dedicated toll
free helpline is accessible 24/7.
With a clear leadership position in every possible area of fire
protection, ceasefire is moving aggressively into an enhanced product
range.
The launch of new fire fighting products such as heavy-duty Monnex
Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone
Depletion Properties (ODP) and a number of other high capacity
extinguishers will ensure that Ceasefire extinguisher will ensure that
Ceasefire retains in the country’s fire protection market.
In addition, products from our Home Safety Division are already
making their presence felt in the market. The gas leak detector, smoke
detector and 650gm/1kg designer fire extinguisher that make up this
range give us the first mover’s advantage over the competition.
Background to the study:
Fire is a deadly force. It kills thousands every year. Strikes a home or
an office every twenty minute. Causes lakhs worth of damage every
single day. When you are faced with powerful enemy such as this, you
need a potent arsenal. A range of weapons engineered at the very edge
technology. Ceasefire, the name that has been synonymous with fire
safety, now brings a basket of range of products.
Combustion is a chemical reaction in which a fuel is rapidly oxidized.
Three things are required to sustain a fire:
• Oxygen (more properly, an oxidizing agent)
• Fuel (a reducing agent)
• Heat
Therefore, to kill a fire, you must deny the fire one or more of these
three things. You may:
• Exclude oxygen from the fire.
• Remove the fuel on which the fire is feeding.
• Lower the temperate
There are four classes of fires, categorized according to the kind of
material that is burning. For the first three classes of fires, there are
two sets of colour- coded icons in common use. One or both kinds of
icons appear on most fire extinguishers to indicate the kind of fire
against which the unit is intended to be used. There is only one icon
used to indicate the fourth (class D) kind of fire. Class D fires involve
uncommon materials and occur in fairly specialized situations. Note
that any given fire can fall into more than one class; a fire that
involves both burning paper and kitchen grease would be a class AB
fire.
Class A fires are those fuelled by materials that, when they burn, leave
a residue in the form of ash, such as paper, wood, cloth, rubber, and
certain plastics.
Class B fires involve flammable liquids and gasses, such as gasoline,
paint thinner, kitchen grease, propane, and acetylene.
Fires that involve energized electrical wiring or equipment (motors,
computers, panel boxes) are Class C fires. Note that if the electricity
to the equipment is cut, a

Class C fire becomes one of the other three types of fires.

Class D fires involve exotic metals, such as magnesium, sodium,
titanium, and certain organ metallic compounds such as alkyl lithium
and Grignard reagents
Stages of fire:
There are three stages of fire:
 Stage 1:- IGNITION
At this stage, the fire is relatively small. But unless controlled swiftly,
it will spread and grow, increasingly rapidly. This is the only stage at
which a fire extinguisher can be safety used.

Stage 2:- CRITICAL

At this stage, fire begins to move rapidly over large areas, and large
volumes of extinguishing agent are necessary to fight the growing
fire. At this point, only sophisticated sprinkler system can be used.
Stage 3:- BLAZE
At this stage, the fire is out of control and could require 1000s of litres
(kgs) of fire extinguisher agent. Only the fire brigade can have any
chance of putting out of fire at the Blaze Stage.
 Introduction to the Problem
Title of the study:
“Market Analysis and Competitors Analysis of Fire Extinguisher”
Statement of the problem:
Ceasefire Company is a No. 1 leading company in fire extinguisher.
This Company is providing services in the market from the last 2
decades. This company provides a basket of products to the
consumers. With the help of research and development, company is
providing different- different types of extinguisher, which works on
different- different types of fires.
➢ This Sector is too much unorganized.
➢ There is not any proper channel of marketing.
➢ This industry is totally depending on direct marketing.
➢ Most of the companies are not providing the appropriate
information about the fire.
➢ Most of the persons are not having a sound knowledge of fire and
types of fire extinguisher.
➢ Government rules, norms and regulations.
Objectives of the Study:
➢ To understand about the company
➢ To understand about the company’s products and services
➢ To understand about the strategies of companies as well as
competitors
 Scope of the study:
Direct marketing plays a vital role in the business development of
ceasefire Industries in India. To understand the customer behaviour
of buying pattern of fire extinguisher. What is the main strategy is
adopted by the competitors to increase the sales
The project also includes the brand equity and awareness levels of
ceasefire products among the target group and measures to increase
the Brand Recall on Top Of the Minds of the Customer’s. My main
aim of the study, understands the process of Direct Marketing at
Ceasefire industries to make it more effective and efficient.
Limitations of the study:
➢ Due to confidentiality rules in the company I am able to produce
only indicative figures of the research made to recognize the solution
to the problem.
➢ Most of the data is taken from the company site and from the
mentor.
➢ Unable to get competitors details
➢ Study is totally one-sided.
➢ Scope of the study is limited as it is mainly concern for the
fulfilment of academic purpose and company’s requirement
History of the Company: Ceasefire Industries Ltd. was started in the
year 1989 by Mr. Feroz Engineer. At that time it basically deals in the
domestic market. The first extinguisher that was introduced was
Halon 500gm. Then in 1993 MAP extinguisher was developed in
order to penetrate into the commercial and industrial segment. It
ranges 1.2.and 5 kg. Then they came off with security division which
has video door phone, security panel and CCTV in the month 2006. In
2008 they started the detection division which has a variety of
products like sprinkler, wired detector. In 2009 they are focusing on
the residential division and finally came up with 4 colure gassy
detector of 500gm which would also enhance the beauty 20
The company is the major leading player in the fire safety products.
Ceasefire is committed to its premium quality ever since its inception
in September 1989. In the past 20 years Ceasefire has been constantly
inspired by innovation and excellence, thereby ensuring convenience
and quality to its customers. It is backed with two technologically
advanced manufacturing units at Dehradun. Due to our commitment
to quality and innovation, Ceasefire is honoured with a
comprehensive market share in the voluntary segment. All Ceasefire
products are backed by a committed after-sales service, in order to
ensure that we are never far from our customers’ reach, whenever they
need us.
With the approvals of ISI, Conformity European (CE) and
Underwriters Laboratories (UL) Ceasefire products are really agreed
to be of world-class quality and of utmost reliability. Ceasefire
Industries Limited has been conferred the ISO 9001:2000 certification
assuring you the best products and services available in India today.
The company has also come up with stand alone detectors like CFR-
SD-DT, CFR-SD-IC, and CFR-SD-LE. The company has also a
wireless panel detector. The Ceasefire Industries Ltd. has a very good
relation building with the foreign Brand Hochiki and Visonic.
 Ceasefire launched its range of domestic fire extinguisher a few
decades ago, created a new market altogether, dominated it, and in a
few short years was named one of the top 10 marketing successes of
the decade, alongside stalwarts like Levers and Colgate.
Today, Ceasefire spans home, commercial and industrial fire safety
and creates a new customer every 15 minutes. Such rapid growth
demand exceptional service delivery. Its sales and services network
reaches out to 300 cities and towns across India, and a dedicated toll
free helpline is accessible 24/7.
With a clear leadership position in every possible area of fire
protection, ceasefire is moving aggressively into an enhanced product
range.
The launch of new fire fighting products such as heavy-duty Monnex
Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone
Depletion Properties (ODP) and a number of other high capacity
extinguishers will ensure that Ceasefire extinguisher will ensure that
Ceasefire retains in the country’s fire protection market.
In addition, products from our Home Safety Division are already
making their presence felt in the market. The gas leak detector, smoke
650gm/1kg designer fire extinguisher that make up this range give us
the first mover’s advantage over the competition.
VISION: “To be the No. 1fire extinguisher in the Indian Industry”
Our AIM “Our main aim is to ensure that our customer is safe from
the occurrence of and destruction due to. That’s why we offer a wide
range of products and services that enable the prevention and cure of
fire. Our range of products includes Portable Fire Extinguishers,
Smoke Detectors and Escape Signage’s. We are in the process of
rolling out another series of world-class fire safety solutions,
including modular fire extinguishers, paneled and wireless smoke
detectors, ABC type extinguishers with better grading etc. All this is
with the sole intention to serve our valued clients better. STRATEGY:
➢ Easy snap safety seal
➢ State-of-the-art pressure gauge
➢ Controllable discharge system
➢ Instalert
➢ EPDM rubber pipe
➢ 5 years warranty
 Organizational chart

CEO
PRESIDENT
VICE-PRESIDENT

There are four Regional Managers for four different zones. Ceasefire
Industries Ltd. has divided our country into four zones: South, North,
East and South and has allotted different regional manager. All
regional managers ultimately report to General Manager. Each branch
in a city/place has a HOL, who handles the whole branch and all
Territory Managers and Front liners report to him.
GENERAL MANAGER
REGINOAL MANAGER
BRANCH MANAGER
TERITORY MANAGER
FRONT LINERS
Ceasefire Products and Services
Ceasefire is present in almost all the areas of fire safety, namely,
Prevention, Detection, Fire Fighting and Escape.
 Prevention:
Prevention is always better than cure. To prevent the occurrence of
fire in our clients' premises, we provide a comprehensive training
package aimed at helping laymen understand what fire is and act
logically and sensibly in the event of fire. We also provide a
comprehensive Annual Maintenance Contract (AMC) to our clients to
maintain their fire safety equipments in their peak performance.

Ceasefire has designed a comprehensive training package to keep our

clients prepared to fight the fire. The training is conducted in the form
of four modules ideally spread over a year.
Detection:
In this area Ceasefire has in offer Panel Smoke Detectors with
wireless technology. We also provide Stand-alone Smoke Detectors.
Wireless SDs with interconnectivity means that our clients' premises
are completely protected against fire, at the same time zero wiring is
required. Normally, if Smoke Detectors are to be installed in a built up
area, the roof need to be chipped So also, there are high chances for
the wiring to be cut thereby rendering the smoke detectors completely
useless.
Fire Fighting:
In fire fighting, we have some of the most powerful and most
effective equipments presently available in India. The ABC range
with SKUs of 2 Kg, 5 Kg, 10 Kg, 25Kg, 50 Kg, and 75 Kg along with
the Power Series or the MAP 90 ensures that the capital investment is
completely protected against fire.
We also provide Clean Agents with SKUs 2 Kg, 4 Kg and 6Kg. This
happens to be most effective Clean Agent presently available in the
market.
Another product in offer is the Ceiling Mounted fire extinguisher 5
Kg & 10 Kg, with either powder-based extinguishing agent or clean
agent, as the requirement might be. This type of fire extinguisher is
automatically activated in case of a rise in temperature in the
immediate surroundings.
Escape Systems:
Escape systems are most essential for safety of the employees
working in the organization, since there could be fires that cannot be
controlled with portable fire extinguishers. In such cases, the greatest
concern will be the safe evacuation of the manpower. For this, we
provide, Escape Signage made of fire retardant materials and glows in
the dark for a long duration. Escape tapes
Escape Gear for trapped people to escape from the fire.
This is also known as Ideal fire protection, it consists of: - Prevention,
Detection, Fire fighting and Escape system.
Ceasefire company is also makes the product for the home as well as
industry sector. Each sector is having different characteristics of fire.
After seeing the fire types we are going to decide the ideal fire
protection for that building.
Home safety products
Your home is where your loved ones live. It is a place that is most
treasured by you. Yet, it is also the place that is most vulnerable to
threat from fire. As many statistics will prove, fires cause more
damage to homes than any other calamity, every day. Here is a range
of products that will ensure that not only your home, but also the
people who live in it are safe, always.
DETECTION: - 1) Gas Leak detector
2) Smoke detector
In most houses, the kitchen is where the fire starts. Knowing the cause
of the fire is essential to fighting it the right way. This is where
Ceasefire Home Safety's Gas Leak Detector comes in. In a response
time of less than 30 seconds, it will alert you of the slightest gas leak
and give your enough time to shut the gas valve, open all windows
and prevent a potentially dangerous fire from breaking out.
With a detection range of 6 metres, and an operating temperature of 0
to 55 degrees Celsius, this detector can be installed right in the
kitchen (2-4 metres away from hot appliances). Its response time of
less than 30 seconds ensures that you are alerted of the smallest gas
leak well in time. It has the ability to detect both, LPG and natural
gas. Its sensor life is (approximately) greater than five years. This
takes care of your maintenance problems..
Smoke detector
The Ceasefire Home Safety Smoke Detectors with their dual chamber
ionization sensor technology will give you continuous protection.
They will warn you against any potential fires. They have a loud (85
db) alarm which will guarantee that you are alerted of a possible fire
even if it is very late at night. A
built in escape light, on the ILE provides a critical light source in the
event of a power failure. An independent 9 volt power supply and a
low battery warning system ensure that the detectors are always in
working condition.
 Designer Fire Extinguishers
Fire spreads faster than you can imagine. If unchecked, it can turn
into a blaze in just a few minutes. And once fire has grown past a
point, even the most powerful extinguisher is futile against it. It is
therefore critical to fight the fire as quickly as possible. You need an
extinguisher that is compact, lightweight and can be activated in
seconds.
Every Ceasefire extinguisher is engineered to deliver the maximum
possible speed and power, be extremely easy to use and, most
importantly, be utterly reliable. To reinforce the reliability factor,
these extinguishers come with a 5year guarantee, so you know they
will work when you need them to.
Add to it an added element of design and you have a designer fire
engine in your hand.
ABC powder
The 650 gm and 1 kg powder agent fire extinguishers will ensure that
you are fully equipped to fight a home fire, if there should be one.
Ceasefire Home

Safety Powder Agent Extinguishers are easier to use than others

because of their lightweight 'point and shoot' design. The powder
agent's quick action will save you those vital few minutes in which a
small spark in some corner of your house can turn into an
uncontrollable blaze.
Clean agent
The protection of your house must not come at the cost of your high
value assets. The Ceasefire Home Safety Clean Agent Extinguisher
protects your home
 INDUSTRIAL SAFETY
Prevention system
To fight and defeat a fire at your workplace, you need to take two
important steps. First, you need to be armed with the knowledge of
how to prevent a fire. And second, you need a 100% reliable
maintenance system for your equipment. Ceasefire presents just such
a comprehensive prevention system.
Operation Ceasefire: Training

A lack of training is your biggest fire risk. Of the many thousands of

offices, shops and factories that were gutted by fire last year, more
than half probably had fire extinguishers installed. The reason for this
rather shocking statistic is that even the most advanced fire fighting
equipment is greatly hampered when the user is untrained. Which is
why it is legally mandatory in countries like the US and UK for
commercial establishments to conduct regular fire safety training
programmes for their employees.
AMC
The only people who are truly qualified to maintain your Ceasefire
fire extinguishers and smoke detectors are those who have designed
and built them. Ceasefire's Maintenance Programme is executed by a
team of qualified professionals who have years of experience. Buying
equipment from Ceasefire and then getting it serviced from a third
party is like buying life saving equipment from a trusted manufacturer
and then leaving its maintenance to a street-corner electrician.
Under Ceasefire's Comprehensive Maintenance Programme, our
engineers visit your premises once a quarter to conduct a series of
checks on all the fire safety products on your premises.
Maintenance for Ceasefire's smoke detection and security systems are
no less robust. Equipped with state of the art equipment, the Ceasefire
range allows for easy on-site maintenance. Thus we ensure that the
level of quality and trust we inspire with our products is carried on to
yet another level.
Fire Extinguishers: Special features
Easy Snap Safety Seal
A safety seal that can be broken in seconds and is yet completely
tamper-proof. So simple that even a child could snap it open in
seconds.
State-of-the-art Pressure Gauge
A pressure gauge that is the world’s smallest and is yet remarkably
easy to read. It is the only pressure gauge that can be tested, onsite,
using a special magnet to ensure that it is working perfectly and is
100% accurate.
Controllable Discharge Mechanism
A simple squeeze grip activation mechanism, allows you to control
the discharge and optimize use of the extinguishing agent.
Instalert
A unique fire alarm that sounds the second you pick up the
extinguisher! Built into the extinguisher bracket, the patented Instalert
System acts both as an instant fire alarm as well as a theft deterrent
EPDM Rubber Hosepipe
Superior grade EPDM rubber is far more flexible than the normal
rubber used in most hosepipes. EPDM is also far less prone to cracks.
5 Year Warranty
Ceasefire’s entire range of ABC and Clean Agent extinguishers come
with an unbeatable 5 year warranty
World Class Quality Control System
Virtually every Ceasefire extinguisher comes with ISO 9001 and CE
certification, and conforms to ISI standards.
CEASEFIRE Products list of fire extinguisher
Varity
CEASE FIRE product Range classes
pressur e agent warranty prices
Powder
Map 90 2 kg
A,B,C & ESF N2 5 Years 3750
Map 90 5 kg
A,B,C & ESF N2 5 Years 5580 Map 90 10 kg A,B,C & ESF N2 5
Years 8160 35 |Created by: Chandradeep dubey (BATCH-08-10)

Map 90 25 kg
A,B,C & ESF C02 1 year 27000
Map 90 50 kg
A,B,C & ESF C02 1 year 45000
Map 90 75 kg
A,B,C & ESF C02 1 year 60000 Monnex 1 kg B & C N2 5 Years
4500 Monnex 2 kg B & C N2 5 Years 7500 Monnex 4 kg B & C N2
5 Years 12600
Varity
CEASE FIRE product Range classes
pressure agent warranty prices
Clean agent
HCFC 123 2 kg A,B,C & ESF N2 5 Years 9900 HCFC 123 4 kg
A,B,C & ESF N2 5 Years 18600 HCFC 123 6 kg A,B,C & ESF N2 5
Years 26700 HFC 236 2 kg A,B,C & ESF N2 5 Years 13500 HFC
236 4 kg A,B,C & ESF N2 5 Years 24000 HFC 236 6 kg A,B,C &
ESF N2 5 Years 33900 HFC 236 9 kg A,B,C & ESF N2 5 Years
42000 CO2 2 kg B,C & ESF SELF 1 year 6600 CO2 4.5 kg B,C &
ESF SELF 1 year 9300 CO2 6.5 kg B,C & ESF SELF 1 year 12600
CO2
22.5 kg B,C & ESF SELF 1 year 36000 Water Water 9 lt. A N2 1
year 3900 Water 50 lt. A C02 1 year 21000 Foam Foam 9 lt. A &
B N2 1 year 4200 Foam 50 lt. A & B C02 1 year 24000
Ceiling Mounted
Map 90 5 kg A,B,C N2 5 Years 6000 Map 90 10 kg A,B,C N2 5 Years
9300 HFC 236 5 kg A,B,C & ESF N2 5 Years 32100 HFC 236 10
kg A,B,C & ESF N2 5 Years 51300

The last thing you need in a panic situation is pitch darkness. Within
seconds of a fire starting the first thing that usually happens is a
breakdown of the power supply to the premises. With no light source
and dense toxic smoke filling the air, most people will panic and find
it difficult to get out of the premises safety.
The advantages of having Ceasefire products
 All our ABC, Clean Agent, Monnex & Ceiling Mounted Type
Extinguishers come with a five-year warranty.
 CO2 extinguishers come with a one-year warranty.
 Unlike other players in the market, there is no need to refill the
extinguishers periodically.
 Absolutely zero maintenance required for the extinguishers during
warranty period.
 Dedicated service team at the beck and call of customers.
 Training on fire safety to the concerned people in the organization.
 We provide each and every one of our clients with the essential
training on fighting a fire, better house-keeping so as to avoid any
chance of fire, evacuation and post-fire. A GUARANTEED
PERFORMANCE
A Ceasefire Extinguisher isn't just assembled. It's engineered for
perfection. Because an extinguisher is never tested until it is used in a
life-and-death fire situation. And then, there's zero room for error. It
must perform at full potential, to save a life.
Ceasefire's manufacturing processes and quality checks are far and
away the most stringent in the country and on par with the highest
standards worldwide.
Virtually every Ceasefire extinguisher comes with ISO 9001 and CE
certification, and conforms to ISI standards.
Deep Drawing: Each ceasefire container is extruded from a single
sheet of high grade iron, using hydraulic presses, which means only
30% seams, 70% less leak proof area.
8 Tank Process: Each container goes through 8 tanks of chemical
treatment, for rust-proofing and cleaning.
 Powder filling: A fully mechanised powder filling process ensures
just the right proportion of powder to pressure.
Leak Test: A stringent 24 hour leak test detects minute traces of
escaping gas.
Helium Testing: This test detects miniscule amounts of nitrogen
leakage in a vacuum chamber. Each container is helium.
Tested: Each one that passes bears a certificate.
Ceasefire's stringent standards extend to all its various product ranges.
Ceasefire detection's range, for instance, is the result of extensive
hardware and software product design and development. all products
are extensively tested in the world's largest, purpose-built, state-of-
the-art fire test laboratory to guarantee that even the largest scale
designs are fully proven in real fire conditions.
PRIORITY SERVICES
Every 15 minutes Ceasefire creates one new customer.
With such rapid growth exceptional service delivery becomes critical
Our Sales and Service Network reaches out to 300 cities and towns
across India through branches that are 100% computerized

Ceasefire has also set up a dedicated toll free Helpline.

This basically means we’re there for you, 7 days a week and 365 days
in a year
HELPLINE # 1800-11-3473
0120 - 422 - 3473
SMS FIRE TO 53030
Email: response@ceasefire.inChapter-4 Review of Literature
Operational definitions :
Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz
Engineer. At that time it basically deals in the domestic market. The
first extinguisher that was introduced was Halon 500gm. Then in
1993 MAP extinguisher was
developed in order to penetrate into the commercial and industrial
segment. It ranges 1.2.and 5 kg. Then they came off with security
division which has video door phone, security panel and CCTV in the
month 2006. In 2008 they started the detection division which has a
variety of products like sprinkler, wired detector. In 2009 they are
focusing on the residential division and finally came up with 4 colure
gassy detector of 500gm which would also enhance the beauty of the
interiors. The company is the major leading player in the fire safety
products. The manufacturing company of CEASEFIRE Industry is in
Dehradun.
In this Manufacturing unit Ceasefire extinguisher goes through
various process. These are as below:
➢ Deep Drawing: Each ceasefire container is extruded from a single
sheet of high grade iron, using hydraulic presses, which means only
30% seams, 70% less leak proof area.
➢ 8 Tank Process: Each container goes through 8 tanks of chemical
treatment, for rust-proofing and cleaning.
➢ Powder filling: A fully mechanised powder filling process ensures
just the right proportion of powder to pressure.
➢ Leak Test: A stringent 24 hour leak test detects minute traces of
escaping gas.
 ➢ Helium Testing: This test detects miniscule amounts of nitrogen
leakage in a vacuum chamber. Each container is helium.
➢ Tested: Each one that passes bears a certificate.
After completing these processes, all the fire extinguisher sends to the
various locations all over the India. Company is having proper
Inventory system in each region, to fulfil the demand of the customer
on the time.

Literature review:

Bangalore's Carlton Towers sealed, cases booked against owners

IANS, Feb 24, 2010, 02.14pm IST
BANGALORE: The charred Carlton Towers in Bangalore was sealed
a day after a major fire broke out on Tuesday claiming nine lives and
injuring about 50 people, a fire brigade official said Wednesday. "We
have sealed the entire premises to investigate the cause of the fire and
ascertain whether the seven-storey building had fire safety systems in
place," Bangalore Fire Brigade director D.B. Chengappa told IANS.
The police also booked cases of negligence and culpable homicide not
amounting to murder against the building owners. "The government
has ordered an inquiry in the fire mishap and directed the Bangalore
Bruhat Mahanagara Palike (BBMP) to review fire safety measures in
all high-rise buildings across the city," Chengappa said. Of the
injured, seven are in the intensive care unit at the nearby Manipal
Hospital and 15 are in the medical ward. The remaining were
discharged earlier in the day. "No further casualties. Seven of the
critically injured are being treated in the ICU while 15 others are
under observation in the medical ward. Rest have been
sent home," a hospital source said. Of the nine people who died, six
were men and three were women.
Article:-2 Getting more direct; direct selling companies are embracing
new channels of marketing and sales for enhanced credibility and
higher growth. N. Madhavan. Business Today. New Delhi: Oct 4,
2009. Abstract (Summary)
Amway, the largest direct seller in India with Rs 1,128 crore revenues
(2008), is leading the change. It has already set up five experience
centres one each in Bangalore, Pune, Kolkata, Delhi and Chennai. It
will add 10 more in the next 12 months and over time upgrade all its
50 full-service centres across the country into experience centres.
Swedish cosmetics seller Oriflame's flagship experience centre is
located at Connaught Place in New Delhi and it plans to set up similar
facilities across all its 12 branches in the country. The premium food
storage major Tupperware prefers makeshift access points in
traditional malls and market places across the country.
Professor Mithileshwar Jha of IIMBangalore who also co-authored
Marketing Management A South Asian Perspective with Philip Kotler,
attributes this change to the eagerness of direct selling companies to
reach customers through
multiple channels. "Any company should help its customers do
business with it in the simplest and easiest manner. If multiple
channels of marketing are available to manage cost, tackle credibility
and grow, why focus on just one? Getting wedded to a particular
model could be fatal. He cites the case of Ceasefire Industries - a
direct selling company that captured the imagination of the people
with its domestic fire extinguisher product 'Ceasefire' in the early '90s.
It lost a lot of opportunity when people did not know where to buy the
product.
Need for greater credibility and a faster pace of growth seem to be the
underlying reason for this change. The direct selling model in India
has been repeatedly misunderstood as a pyramid scheme so much so
that IDSA has chosen "to make direct selling the most respected in
India as its vision. "The experience centres give people a sense of
comfort. They get a feeling of the company having a serious presence.
Distributors feel reassured. The advertisements and resulting brand
recall help people recognise direct selling as a legitimate channel,
explains [William S. Pinckney]. Adds Jha: "If you are visible and if
your visibility is authentic, that gives credibility.

SPANCO - Effective monitoring of the prospect to customer

conversion process
The selling process is a crucial factor for any business. Yet often, sales
management is based on individual goodwill. Of course, goodwill is
essential to achieving an objective, but it is not enough on its own. It
has to be combined with the necessary factors for success, motivation,
incentives, training, etc. not forgetting the methodology.
In your company, like elsewhere, the sales process can be broken
down into stages. Each of these stages is associated with a series of
actions to be undertaken. By clearly identifying the stages in the sales
process, you will be able to see the state of your portfolio of leads, so
that at any moment, the salesperson (and their line management) can
identify where and how to intervene in order to turn a lead into a
customer.
“SPANCO” stands for:
○ Suspect :- Definition of the target ○ Prospect:- Identification of the
lead ○ Approach Analysis:- Evaluation and qualification of
requirements, identification of the solution
○ Negotiation:- Negotiation process ○ Closing:- Finalization of the
order ○ Order Ongoing: - Account follow-up (up and cross-selling,
etc.) Order management and sales monitoring
Although the SPANCO method offers visibility for each lead and
progress at the various phases of the sales process, it also provides
with an ongoing vision of the rate of sales activity in your company.
SPANCO enables to display sales figures with KPI's (Key
Performance Indicator) as well as to generate, manage and convert
leads into customers. Areas of difficulty which may arise in terms of
the various phases will be clearly highlighted, so that corrective action
will be all the more effective and thus improve the performance of
your sales department.
Market:
It can be defined as place where the exchange of product takes place
against offered price. However, defining market as a place in a way
makes its meaning vague. Market can be defined as group of potential
customer
Marketing
Marketing is human activity to satisfy human needs and wants,
profitably. Marketing is much more than just promoting and selling of
product. It about understanding customer’s needs and wants, assessing
market demand for purposed offerings, and availing product/s in the
market at right place, in right quantity, in right time.
Goods and services :
Physical goods constitute the bulk of most countries’ production and
marketing efforts. Goods can be touched, sensed and whose volume
can be measured in physical terms. On the other hand services are
intangibles, which can be experienced but cannot be touched.
Need, Want, Demand
Needs are basic human requirements. Needs become wants, when
they are directed to specific objects that might satisfy the need.
Demands are wants for specific product backed by an ability to pay.
Value
You cannot ask customer about what they want, because by the time
you are ready with some offerings satisfying aforesaid needs,
customer’s need and want may change. So, satisfying customer is
really an uphill task. So what marketer should focus upon is value.
Value may be defined as anything that customer perceives as benefit
in return of what he or she pays.
Branding, Brand Identity and Brand Equity
Branding is an act of creating distinct identification for a product.
Brand identity may be defined as company’s vision of the brand and
its promise to customer. Creating brand equity is all about creating an
emotional attachment
with the product so that, customer whenever, needs a product buys
only the same brand.
Consumer A consumer is an individual who purchase or has the
capacity to purchase goods and services offered for sale by marketing
institutions in order to satisfy personal or household needs, wants or
desires. According to a statement made by Mahatma Gandhi,
‘consumer refers to the following, “A consumer is the most important
visitor on our premises. He is not dependent on us. We are dependent
on him. He is not an outsider to our business. He is part of it. We are
not doing him a favour by serving him. He is doing us a favour by
giving us an opportunity to do so”. So consumer is like the blood of
our business and also a satisfied customer is a word of mouth
advertisement of a product / services customer is a word of mouth
advertisement of a product / services
Consumer satisfaction Every human being is a consumer of different
produces. If there is no consumer, there is no business. Therefore,
consumer satisfaction is very important to every business person.
According to Philip Kotler consumer satisfaction is defined on,
“personal feeling of pleasure resulting from
comparing a product’s pursued performance in relation to his /her
expectations”. Consumer attitude measurements are taken on either
potential buries or existing client’s buries in order to identify their
characteristics. Why should the competent market engineer conduct
consumer research? Consumer’s surveys’ can provide the researcher
with a wealth of information, valuable of the marketing function.
 Chapter-5
RESEARCH METHODOLOGY
The research methodology, not only the research methods are but also
consider the logic behind the methods. They are in the contest of our
research studied.
And explain why we are using a particular method or techniques and
we are using others.
Quantitative /Qualitative analysis
The research methodology is quite based on responses from
consumer, which was generated through questionnaire. The project is
also based on responses from employees of the company. Most of data
has been quantitatively analysed. Sampling The universe : Bangalore
The sample size: A sample size of 200 customers was taken for the
analysis part. A Questionnaire containing 11 questions, which
includes the Awareness, Brand image, Reasons for having fire
extinguisher, etc.
Tools for data collection
Text books, articles from various websites happen to be sources of
various secondary data. Primary data has been collected through the
method of survey.
A questionnaire was given to two hundred (200) samples for basically
understanding the customer satisfaction on fire extinguisher.

Field work
I made a questionnaire for the primary data collection to know about
the customer satisfaction. The questionnaires are filled up by two
hundred responds. I must say that it was one of the most challenging
but interesting aspect of my project work. It was challenging because,
there was of course language problem, and convincing or detailing
retailers about new schemes and survey objective was real challenge.
It was also a learning experience in other way.
Methods of Data Analysis
Statistical tools used for the analysis part of the project. With help of
MS-excel and SPSS data collected through sample have been
analysed. Pie charts and tables have been used to make data analysis
lucid and direct.

CHAPTER 6 DATA ANALYSIS

Data analysis is a process of gathering, modelling, and transforming
data with the goal of highlighting useful information, suggesting
conclusion, and supporting decision making. Data analysis has
multiple facets and approaches, encompassing diverse techniques
under a verity of names, in different business, science, and social
sciences domains.
Data mining is a particular data analysis technique that focuses on
modelling and knowledge discover for predictive rather than purely
descriptive purpose. Business intelligence covers data analysis that
relies heavily on aggregation, focusing on business information. In
statistical applications, some people divide data analysis into
➢ Descriptive Statistics
➢ Exploratory data analysis, and
➢ Confirmatory analysis
Techniques used for data analysis:
➢ Pie chart
➢ Bar chart

➢ Histogram
➢ Line chart

Primary Data:
Q.1 Do you have a Fire Extinguisher?
○ Yes ○ No
INTERPRETATION: Out of 200 samples only 180 (90%) customers
are having the fire extinguisher and rest 20 (10%) are not having fire
extinguisher. Through this data we can interpret that in spite of the
Government rules and regulation they are not having.

Q.2 how would you consider the knowledge of Fire Safety in day to
day life?

○ Mandatory
○ Requirement
○ Not Essential
INTERPRETATION: From the above data we can infer that 45%
customers want to have the knowledge of fire safety as a mandatory,
where as only 40% and 15% customers want to have awareness of fire
safety as a requirement and not essential respectively.
Q.3 what are your reasons for having a Fire Extinguisher?
○ Government norms
○ Company Norms
○ Employee Safety
○ Asset Safety
○ Saving Tax ○ If other, specify..............................
INTERPRETATION: Out of 200 samples, majority of them are
having a fire extinguisher only for the Government norms i.e.33% and
the remaining others have are having a fire extinguisher only for the
company norms (22%), employee safety (17%), asset safety (22%)
and 6% are having only for the saving the tax.
Q.4 how many times did you use yours fire extinguisher to protect
yours asset from fire?
○ One time
○ Two times
○ Three times
○ Fourth times
○ None
INTERPRETATION: Out of 200 samples only 180 customers are
having the fire extinguisher, among
180 only 30 customers used fire extinguisher for the one time, 20 and
10 customers used twice and thrice respectively. But out of 180
customers 120 customers never usages fire extinguisher.
Q.5 your Fire Extinguisher is a product of ---------------- Company?
○ Ceasefire
○ Usha Armor
○ Unitex
○ Minimax
○ Others.......................................
INTERPRETATION: Out of 200 samples only 180 customers are
having the fire extinguisher, among 180 only 33% customers used
Ceasefire fire extinguisher. After Ceasefire, Minimax are having a
22.22% of market share, Usha Armor -16.66%, Unitex- 11.11%
market shares. Rest of the 16.66% are having the others company fire
extinguisher
Q.6 your reasons for choosing that particular brand of fire
extinguishers are:
• price
• Quality
• Services
• Availability
INTERPRETATION: From this graph we can analysis that Ceasefire
extinguishers are more popular in the market only for its quality. Due
to its high price customer are more switching to others brand?
Q. 7 How long have you been using this brand of fire extinguishers?
○ < 6 months
○ 6 months – 1 year
○ 1 – 2 years
○ 2 – 3 years
○ >3 years
INTERPRETATION: Out of 200 samples only 180 customers are
having the fire extinguisher, among 180 only 60 customers are using
the fire extinguisher last 3 years, 40 customers are using last 2-3 years
and only 20 customers are using last 6 months
Q.8 how did you come to know about this brand of fire extinguisher?
○ Magazines
○ News papers
○ T.V. commercial
○ Peers
○ Others (please specify)............................... 60

INTERPRETATION: Out of 180 samples, majority of them have

heard regarding fire extinguisher from peers i.e. 60 and the remaining
others have heard it from new papers i.e. 30, magazines i.e. 20, T.V.
commercials i.e.20 and the rest of 50 have heard from other sources.
Q.9 Have you used any other brand of fire extinguisher?
○ Yes
○ No
INTERPRETATION: Out of 200 samples only 180 customers are
having the fire extinguisher, among 180 only 67% did not switch their
brands. And rest of the 33% customers switch the brands due to the
price, quality, services and others reasons.
Q.10 what are your reasons to switch between different brands of fire
extinguisher?
○ price
○ Quality
○ Services
○ Availability
INTERPRETATION: Out of 200 samples only 180 customers are
having the fire extinguisher, among 180 only 67% did not switch their
brands. And rest of the 33% customers switch to other brands. Out of
33%, 25 customers switch the brand only for the price, 15 switches
due to services and rest 20 customer switch due to the quality and
availability of the products
Q.11 how do you rate your experiences using different brands of fire
extinguisher?
Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low)
Featues ceasefire
usha armor safex minimax excellent Price Quality Avalibility
Design After sales services
INTERPRETATION: This graph shows that ceasefire is having a very
high quality of the products in the comparative to comparatives.