SUMMER INTERNSHIP 2013 - 2014

Amity Business School, Amity University, Lucknow Campus

Competitive analysis of Orient actus air coolers with other brands

Orient Electricals
1. 2.

Project Guide(s) Industry-Mr. Ravi Prakash Faculty-Dr. Khushboo Agnihotri

By: Sarthak Shukla MBA G-B Batch 2012-14
Amity Business School, Amity University, Lucknow Campus

Objectives

1. Conducting market survey in Lucknow area for air coolers. 2.To analyze market trend of coolers. 3. Find out market share of various brand in the segment of coolers. 4. Consumers preferences.

Amity Business School, Amity University, Lucknow Campus

Research Methodology

1. - Primary Data - Exploratory Research

Research Type Data source Research instrument Type of question

Exploratory Primary Questionnaire Structured and unstructured

Sampling unit
Sampling method Contact method

Dealers
Random Interview

Amity Business School, Amity University, Lucknow Campus

Findings
1.

Market Share of Orient Cooler were found out was 15% . 2. Market share of organized sector is 40%. 3. Dealer preference regarding product . 4. Customer preference of different brands. 5. Rating of orient. 6. Market captured by different groups. 7. Sales promotion techniques used by various brand.
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Limitations
1.

More number of responses can be taken so as to get accurate results. 2. Some outlets didnt devote proper time for the survey so some information maybe error prone. 3. Time constraint was there restricting further in depth study of the topic. 4. Many dealers delayed the process as they had to cater the customers and were reluctant in sharing their data.
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Conclusions
1.Market

share of coolers in Lucknow is more of unorganised sector- 60%. 2.Out of the organised sector(40%), Symphony has maximum share followed by Kenstar , and on third position Orient. 3. Symphony & Bajaj have the maximum range of models available in the market. 4. Consumer prefer coolers with more capacity within 40 litre to 60 litres. 5. 40% dealers rate Orient as a good brand . Amity Business School, Amity
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Recommendations
1.

Decreasing the price. 2. Innovation in technology. 3. Improve after sale service to generate goodwill. 4. Create awareness to dealers about schemes. 5. Open their individual outlets across nation. 6. Promotional Strategies like hooking up with the entertainment industry. Amity Businessproduct School, Amity 7. Digital marketing to promote via University, Lucknow Campus

THANK YOU

Amity Business School, Amity University, Lucknow Campus