A Study On Marketing and Sales Promotion

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A STUDY ON MARKETING AND SALES

PROMOTION
ABSTRACT

This Pumps presents how marketing concepts and tools may be applied in
investment appraisal studies. The marketing evaluation process begins with a
description of the project concept based on the market need the project aims to
satisfy. This aids the definition of the project's relevant market and leads to an
analysis of the market. The market consists of customers and competing suppliers.
The project must try and match its potential capabilities to existing and potential
customer needs. In doing this, the project gains competitive edge and maximizes
potential performance.
Market performance is a measure of the project's ability to satisfy the key
market need factors within its defined target market. The Pumps shows how a project
analyst may evaluate a project's market performance. Such a measure may be used
as an indicator of competitiveness by which to project market expansion and market
share estimates. In economic analysis a market expansion, is an outward shift in the
demand curve, and takes place when a project achieves a competitiveness rating
higher than the level of other market competitors.
CHAPTER-I

INTRODUCTION

One of the most difficult marketing decisions facing companies is how much to
spend on promotional John Wanamaker, the departmental - store magazine, said, "I
know that half of my advertising is wasted but I don't know which half."

Thus it is not surprising that industries and companies vary considerably in how
much they spend on promotion. Promotional expenditures might amount to 30-50%
of sales in case in cosmetics industry and only 10-20% in the industrial equipment
industry. Within a industry, a low and high spending companies can be found.

How do companies decide on their promotion budget? There are mainly four
methods of sales promotion:

Affordable Method:

Many companies set the promotion budget at what they think the company can
afford. One executive explained this method as follows: "Why, its simple. First I go
upstairs to the controller and how much they can afford to give us this year. He says
a million and half. Later, the boss comes to me and asks how much we should spend
and I say Oh about a million and half."

It is a method which is uncertain one and makes long term planning difficult.
Percentage of Sales Method:

Many companies set their promotion expenditures at a specified percentage of sales.


Accordingly the sales is set on the basis of sales.

Advertising Effectiveness Project Report

Internal Customer Satisfaction Project Report

In this a specified sales percentage is decided for the promotional budget Advantages
of this method:

First, its use means that promotional budget vary with what a company can afford.

Second, it encourages the management to think in terms of the relationship among


promotion costs, selling price, and profit per unit,

Third, it encourages the competitive stability to the extent that competing firms
spend approximately the same % of their sales on promotion.

Inspite of the advantages, the % sales method has little to justify it. Its reasoning is
circular: It views sales as the determiner of the promotion rather than as a result. It
leads to budget setting by availability of funds rather than by marketing
opportunities.
Competitive Parity Method:

Some companies set their promotional budget to achieve share-of-voice parity with
other competitors. Two arguments are made in support of competitive parity method.
One is that the competitors expenditure represents the collective wisdom of the
industry. The other is that maintaining a competitive parity helps prevent
promotional wars.

Neither argument is valid. There are no grounds for believing that competition
knows better what should be spent on promotion.

Objective and Task Method:

The objective & task method calls upon marketers to develop their promotion
budgets by defining their specific objectives, determining the task that must be
performed to achieve these objectives, and estimating the cost of performing these
tasks.

Deciding on the promotion mix:

Companies face the task of distributing the total promotion budget over the five
promotional tools:

Advertising

Sales Promotion

Public Relations and Publicity

Sales Force

Direct Marketing.
Whatever method a company adopt for promoting its product it must be from above
mentioned method.

What is Sales Promotion?

Promotion is the final element in the marketing mix. After the nature of
product is decided, its price fixed and the methods of distribution decided, the
manufactures has to take effective steps in meeting the consumers in the markets. In
the present consumer oriented markets it is the duty of manufacturers to know what
is required by the consumer. It is also their duty to make the customers know where,
when how and at what prices. The products would be available.

Meaning of Promotion

The term promotion is the term and includes mainly three type of sales activity :

1. Mass impersonal selling methods (Advertising).

2. Face to face personal selling (Salesman ship).

3. Activities other than personal selling and advertising such as point of purchase
display (P.O.P.) show and exhibitions, demonstrations and other non securing selling
efforts. This form of activity is called Sales Promotion.

There are two type of promotion blends:-

1. Pull Blend.

2. Push Blend.

Both of these are closely related to the channel of Distribution.


A pull blend is one in which mass impersonal, sales efforts are given the greatest
emphasis. The purpose of pull blend to pre-sell to the final consumers. So that they
demand the product at the retail level of distribution. The firm adopting this strategy
would spend more on advertising and sales promotion rather than in personal selling.
These efforts pull down the product from the manufacturer.

A push blend emphasizes personal selling. Naturally firms adopting this method
develop a strong sales force at both the distributor and the dealer level. This method
would tends to push the product through the channel of distribution.

Promotion and Selling

The term promotion is very often used as a synonym for selling. But selling is a
narrow term which includes only transfer of title or personal selling. Promotion on
the other hand is broader in its outlook and includes a variety of activities used
ultimately for increasing sales volume.

Marketing and Sales Promotion

Similarly the terms sales promotion cannot be taken to mean what is commonly does.
Sales promotion, is only a part of the promotion. Basically promotion is an
"exercise" in information persecution and influence. Promotion has come to mean
the overall co-ordination of advertising selling, publicity and public relations.
Promotion is a helping function designed to make all other marketing activities more
effective and efficient. But sales promotion as such helps only the selling activity
still, there exit same difference of opinion on the real connection of the term sales
promotion.
Acc. to A.H.R. Delons:-

"Sales promotion means any step that are taken for the purpose of obtaining or
increasing sales".

Acc. to W.Q. Kelly Opines:-

"Muddled misused misunderstood that is sales promotion Acc. to him the field of
sales promotion as a marketing activity is still vaguely defined and organized.

Sales Promotion and Advertising

There is no universally accepted distribution between these two terms. To same


advertising includes all forms of mass media communication directed towards
influencing the end consumer. Sales promotion on the other hand, includes the form
of mass communication directed towards information and influencing the channel
of distribution (e.g. distributors, retailers etc.). Hence a price of product literature
distributed by retailers in sales promotion. These sales promotion merges on one side
in to advertising and on the other in to personal salesman ship. It is concerned with
the dissemination of information to whole salers, retailers, customers (both actual
and potential, and to the salesman).

Sales promotion is concerned with the creation. Application and dissemination of


material and techniques that supplement advertising and personal selling. Sales
promotion makes use of direct mail, catalogues, trade shows, sales contests,
premiums, samples, windows displays and other aids. Its purpose is to increase the
desire of salesman, distributors and dealers to sell a certain brand to make consumers
more eager to buy that brand. Personal selling and advertising do include prospects
to make these decisions. Sale promotion provides an extra stimulus.
Objective of Sales Promotion

1. To increase sales directly by publicity through media which are complementary


to press and poster advertising.

2. To disseminate information through sales man dealers etc. So as to insure the


product getting in to satisfactory use by the ultimate consumer.

3. To attract new consumer.

4. To face the competition effectively.

5. To help salesman in selling more to the retailers and consumers.

6. To check seasonal decline in sales. Generally speaking sales promotion involves


rendering the following services:-

(a) Services to dealers.

(b) Services to own salesman.

(c) Special publicity.

Sales Promotional at different levels

1. Sales promotion at Dealers Level:-

It may include various schemes some of which are discussed here.

(i) Advertising Materials:-

The advertising material prepared by the company such as store signs, banners, shelf
signs, board etc. are distributed to sub dealer for display purposes this is in fact a
method of advertising.
(ii) Store Demonstration:-

In the promises of the wholesaler or the retailer the products sales personnel will
conduct special demonstration for the companies product. A personal demonstration
is good to introduce a new product at its peculiar advantage can be high lightened
and the consumers doubt clear. It can be used to re stimulate an old product. A good
demonstration with a great dealer of action will draw heavy crowds in to the store
and will attract attention to the product.

(iii) Special Display and Shows:-

These are in seasonal in character but could be arranged in an elaborate manner and
for all the products of a company. Usually these are arranged along with trade fair
and exhibition. Besides effecting sales these shows impress the companys name
generally on the public.

Sales promotion at consumers level

The various schemes of sale promotion at Consumers Level may include.

1. Coupons (A Chit of Stated Value):-

These are given directly to the consumer these coupons are in most cases kept inside
the package. The consumers many receive a price reduction of the stated values of
the coupon at the time of purchase. The retailer receives reimbursement for the value
of the coupon form the manufacturer. Coupons act as a short run stimulus to the sale
of the product, since they are directly tied with the purchase of the item. They
encourage the retailer to stock the product.

What is important is that a coupon offer does not spoil the named price of the brand
nor does it un pair the margin of the dealers. But it is not easy to measure the
effectiveness of a coupon offer. One over knows how many customer would have
bought the product without the incentive. It is also difficult to find out how many
customers were held after the coupon offer expired.

2. Price-off-offer (Also known as bargain offer price packs):-

This offer is intended to stimulate the sales during a slump season. In this method
the customer is offered a reduction from the printed price list. It is also used when a
substitute for competing product enters the market.

Many experts on sales promotion fed that Off Schemes are among the weaker and
less desirable methods of promotion. These can be trade resentment particularly
when the retailer raises the price to retain his margin. Secondly that is not conductive
to building up brand loyalty. Consumers may simply shift to the products that offer
this scheme.

3. Samples:-

In the hope of converting a prospect into a customer a sample (Some quantity of the
product) may be given. This helps the consumer to verify the real quality of the
product. Various pair manufacturing companies offer this method. For developing
brand loyalty this method is quite useful. Sampling is a fast method of demand
creation because one knows the result as soon as the consumer has had time to use
the sample and buy the brand.

Disadvantage of Sampler:-

Offering sample in quit expensive. There is the cost of producing samples. The
distribution costs are also high. Sample have to be mailed to potential customers or
to be distributed through retail shops. There are also problems when the real product
does not resemble the sample supplied.
4. Money Refund Offer:-

An offer usually stated on the package is that manufacturers will return with in a
stated period part or all of the purchasers money if he is not completely satisfied
with the product.

5. Trading Stamps:-

A premium in the form of stamps is given by the sellers to consumers while selling
goods. The number and value of stamp that the buyer receives depends on the values
of the purchase. These stamps are redeemable through premium catalogues at the
stamp redemption centres.

6. Buy-Back Allowance:

This an allowance following a previous trade deal not offer a certain amount of
money for new purchases based on the quantity of purchases on the first trade deal.
It extends the life of a trade deal and helps to prevent part deal sales decline. It greatly
strengthens the buyers motivation to co-operate on the first deal.

7. Premium:-

There are various forms of premiums provided by the manufacturer as sales


promotional devices:-

(a) Coupons are supplied for effecting price reductions.

(b) Factory in pack premium these are popular in the case of Body food and Tin food
items, Spoons, Cups, Measuring, Glass etc. and such other items are packed with the
product in the box itself. Factory in pack premium are particularly goods for product
meant for children. The Binaca Toothpaste packs contain animal shape toys. These
are very attractive and qutie popular among the children.
(c) Self Liquidating Premiums:-

The cost of the premium is collected from the buyer himself. But when the buyers
pays for it he has to pay only a considerably low price for the premium. This is
possible for the manufacturer purchases the items in bulk at a premium and his cost
per unit as is substantially low.

Other Steps by Manufacturer for Promoting Sales

Dealers can be helps in different ways:-

1. Communicating Market News:-

Often this service is reciprocal the manufacturer may acquaint his dealer with the
fact relating to his production and prices while the dealer may familiarize him in
return with the information bearing on charges in the consumer's demand, their like
and dislike complaints and criticism, substitutes etc.

2. Inviting to Sales Conference and Convention:-

The gestures of regard and respect pave the way for better relation and co-operation.

3. Offering Reasonable Terms of Sale:-

Of all the forms of encouragement, the monetary incentive evokes immediate


response. Hence every producer must offer the most responsible terms of sale such
as longer periods of credit and higher rates of descants.

4. Supplying suitable packages and useful things.

5. By taking the return back.

6. By furnishing them with sales literature and display materials.


Aggressive Selling Meaning:-

Goods are produced for market. Manufacturers have to make efforts to sell all they
produce. When the manufacturers uses various sales efforts to obtain increased sales
volume for his product it is called aggressive selling or offensive selling. The sales
efforts which a manufacturer makes to retain his customers i.e. to protect his already
established market against against his competitors is termed as defensive selling. In
contrast to this aggressive selling is concerned with the sales efforts made with the
express objective of selling more by expanding the market for the product of the
selling firm.

Aggressive Selling and Defensive Selling:-

Aggressive selling is based on the answer to the question how much does the firm
gain (in term of sales with profit) by using this method defensive selling is based on
consideration as to how much the firm will lose if it does not use this method increase
of sales can be obtained from two sources:-

1. New customers if the market is expending.

2. From the competitors i.e. those consumers who were purchasing similar product
of competition firms, if the market for the product is static.

Acc. to H. Whitehead:-

"In case of an expanding market all the firm may stand to gain by following the
methods of aggressive selling but if the market is static manufacturer of a new
market will have to be much more aggressive to capture the established market of
competitors".
When Aggressive selling is resorted?

Usually manufacturer of a new product has to do aggressive selling:-

1. When the product has been improved.

2. When the manufacturers product is supervisor in quality to the product of the


established competitor.

3. When the total market for the product or line of product to expanding.

4. If the manufacturers share of the market is comparatively small.

5. If the manufacturer has unused production capacity with heavy investment in plant
and equipment he will like to develop the demand for his product rapidly so that
demand for his product is equal to the optimum production capacity of his plant ;
and

6. When primary demand for a product must be created and provision must be made
in the channel of distribution to educate consumers regarding the new product and
to instruct them in its use.

Method of Aggressive Selling:-

Sales promotion efforts use for aggressive selling may be divided in two classes.

1. Trade Promotion.

2. Consumer Promotion.
1. Trade Promotion:-

Under trade promotion methods special incentives are offered to the trader to buy
products of the firm. Such incentive may take one or more of the following firm :-

(a) Cash Allowance:-

A definite percentage of discount is allowed on the purchase of given unit of a


product.

(b) Extra Product:-

Instead of giving any cash allowance extra product is given with each unit of product
ordered. For instance if a box normally contains 20 Cakes of Soap, special box
contains 25 cakes may be made and sold at the same price as that of the box of 20
cakes.

(c) Gifts:-

Various gifts are awarded in return for an order of a particular magnitude.

2. Consumer Promotion:-

Under consumer promotion method special incentives are offered to the consumers
to buy the firms product. The more prominent amongst such incentives are as
following.

(a) Coupons:-

A coupon of a giving value is sent to the consumer. By presenting this coupon to the
retailer consumers can purchase a particular product mentioned on the coupon at a
reduced price. The retailer sells the products mentioned. In the coupon to such
consumer (consumers presenting the coupons) under an agreement with the
manufacturer at a price lower than the user retail price. Thus the consumer get the
benefit of reduced price to the extent of the value of the coupons.

(b) Self Liquidating Offers:-

Under this system, the firm offers an article at an attracting price if the consumer
send a given sum of money accompanied by a given number of box tops from the
packages of a particular product the benefit to the consumer is that he receives the
articles at a bargain price.

(c) Bargain Packs:-

Under this system a product is sold at a reduced price for a short period Bargain pack
method encourages new consumers to try the product. It is also helpful in obtaining
large displays in the shops.

(d) Sampling:-

The method involves giving the product or a small quantity of the product to a
consumer free with the hope that the customer will be favorable impressed with its
actual use and will eventually become a regular purchaser of the product.

A firm selling new product or an extensively improved product finds this methods
useful. Also a firm whose market is hold by competitors whose free sampling almost
expensive.

The above mentioned methods may be reinforced by adopting.

(i) Direct method of selling through.

(ii) Offer of door to door selling.


(iii) Hire purchase and installment payment methods of selling and by forming
combination.

Other Methods of Aggressive Selling:-

(i) Employment of Missionary Salesman also known as Promotional Salesman.


These salesman call upon retailers and aggressively promote a product.

(ii) Instead of using wholesalers, the firm may develop its own sales force to call
directly on retailers.

(iii) The firm may follow a compromise method by employing a manufacturers


agent and giving him a large enough commission to encourage him to sell product
intensively and aggressively.

(iv) New territory exploitation sales promotion has a particularly important role in
developing the companys product in new territories.

(v) Increment and promotions.

(vi) Letters to dealer and Customer.

In fact, an ingenious sales manager can devise any number of incentives schemes
for promoting the sales volume.
OBJECTIVES OF THE STUDY

The major objective of the research is to and out the market potential of
century industries product line. This will help to know that what are the prospective
of century as a whole & will also give an idea about its credibility, customer's point
of view & stability, apart from all these it will help me to analyze the upcoming
future of the company. To study & analyze the buying behavior of consumers.
Dealers.

Retailers towards CPP brand as compared with similar product of some other
companies. Thus understanding the consumer acceptance of the products. To know
about the demand & consumption of the products manufactured in the Century Pulp
and Pumps Industry and thereby getting an idea about market forecast. The Pumps
Industry is huge & variety of product mix has been found which serve the purpose
industrial users & the ordinary customers like us and well.

Through this knowledge about the verities of products & their demand in the
scenario can be identied. To study the various promotional offers which are offered
by the Century Pulp and Pumps Industry to its various dealers and industrial buyers
so that much effort towards the promotion of their product is done.
SCOPE OF THE STUDY

The scope of market study of Siva Pumps Pvt Ltd. It has helped to provide a
knowledge about the market trend demands & consumption patterns. Future
prospects in tens of potential growth. Consumer taste & buying behavior for the CPP
product & other aspects related to channel & network i.e. -distribution. At the same
time some bottlenecks & loopholes in the entire process could also be taken into
consideration for the solutions as well as betterments also the following few aspects
could be taken care off through this research study;

Adjudge the relationships & association among the dealer & company: This is
mainly related to the intet' relationships on which the company has a bond with the
various buyers so that a smooth and Co-ordial relationship exists between them

Identifying those attributes on the basis of which the dealer xlects the products of
CPP:

This is mainly concerned with the preferences which the compute offers to its buyers
in terms of discount or attractive hampers which they receive on the fulfillment of
its targets that it has to cater.

Popularity of company products among customers: This refers to the image which
the company has been able to create among its esteemed customers and buyers
through its enormous quality services that they are able to provide. Customer
satisfaction is one of the most important priorities as it is the foundation for the
growth of a strong industrial unit.lt also helps to build up its brand image among its
competitors that operates in the market.

To analyze the order quoted by the dealer & its fulllment made by the company:
This refers to the features which are required by the dealers in the products which
they purchase from the company. They also see whether the requirements quoted by
them to the company have

LIMITATIONS:

The responses may be biased as some of the respondents may not have revealed the
true pictures.

The Company officials also too tend to give biased answers as they always want to
give a rosy picture of their company product lite company workers were reluctant
to give information about the product.

The sample was restricted to the Century Pulp and Pumps Industry.

There were time and money constraints.

This project was limited to a span of two and a half months and so had to restrict it
to opening areas of Uttaranchal.

Due to money constraints the study was restricted to a sample of S0 dealers and
buyers.

Transportation and viability of staying there was also a major constraint.


RESEARCH METHODOLOGY

RESEARCH DESIGN

Research design has been done by carrying out surveys and lling up of
questionnaires by the buyers and dealers. This was mainly an explanatory son of a
research so that the idea behind the project can be carried out. The research was
carried on by judgmental sampling and snow ball sampling as well as the population
to be studied is difficult to if some members are thought to be better (more
knowledgeable. more willing. etc.) than others to interview. Relying on the judgment
of some knowledgeable experts may be far more productive in identifying potential
interviewees than trying to develop a list of the population in order to randomly
select a small number.

SAMPLING SIZE AND SAMPLING TECHNIQUE

Sampling Size 100 as to conduct the study on market & distribution network
system of some regions of Uttarakhand were selected. And also sample size taken
is 100(in all) (retailers+ dealers).who resided in Delhi.

SAMPLING TECHNIQUE:

Snow ball sampling has been used for the purpose of studying the dealers and
retailers as it helped in locating the dealers who were presently engaged in the sales
of Pumps products.

Convenient sampling method was used for dealers in distant places as accessibility
emerged as a problem in these locations.
DATA SOURCE:

These are the first hand information collected via some source or through
observation. The primary data may be collected through conducting any survey.
Interviewing sample units directly through questioners. or conducting a telephonic
or electronic survey.

SECOND DATA:

Secondary data is the data which is readymade i.e. data which is already
available in usable
From Such as blog reports. Magazines, newspapers etc.
Various types of secondary ch1a's med during the study includes:
Literature of century pulp & paper.
Literature from published magazines of Siva Pumps Group Of Companies.
Literature on website.
CHAPTER-II

REVIEW OF LICTUARE:

1) By Engel Cynthia: Taking Note Of Pumps Industry: Vol 120, 1997: Consumer
participation in recycling. Improvements in technology. Increased consumption of
Pumps products, and liberalization of international trade together have had an
enonnous inuence on employment on Pumps related industries this is having a great
impudence on the economic prosperity of the country. With the rise of awareness
among people and spread of knowledge among the masses. This industry has been a
driving force. Demand by consumers and buyers on buying pattern are affected by
the governmental rules and regulations also. These factors have led to an exorbitant
increase in the prices of Pumps products. lt has thus made it costly, but necessary
investments in new equipments have led to a major change in its structure.....

2) The AssochamPumpson Growth Of Pumps Industry in India : June l6,@0l0 ,


said that India has emerged as the fastest growing market when it comes to
consumption posting 10.6% growth in per at pita consumption of Pumps in 2009-
2010 Indian Pumps industry cart be more competitive by adding improvements of
key ports roads and Indian railways and communication facilities, revision of forest
policy is required for wood based Pumps industry so that phonation can be raised by
industry co operatives of fanners and state movement. This is very important as the
impact of government policy have a direct bearing on the buying pattern of
consumers.

3) Pumps based Industry: December 08,20l0: This report provides by that and
concise analyses presents a comparative analysis for the development of their
articles of Pumps industry in provincial regime and 20 major cities in visualized
form.
This report says that the investment in these sectors is growing am hence more
el'l'or1 should be laid in this field. Thus keeping in mind the bright prospect of this
sector mac investment haw been said so that this contributes to the gap of the
country. Roddy Elander M, Roddy Anji M, Jayachandra K: The IUP Journal On
Environmental Science Vol IV No 3: August 2010: tells about a protected forest and
implementing management for the protection of the forest because this is the base
for the Pumps industry.

This is utmost essential for the supply of raw materials to the paper industry .This
source is where one has to be very careful for the survival of its related industries
too. The forest has always been a major source of employment for many people
related to the Pumps industry.

Gourville T John and Soman Dilip: Extremes Seeking when and why buyers or
consumers prefer Extremes: May 31 2007: When can variety be harmful and when
can it be helpful? Conventional wisdom suggests that a product provider enhances
the overall alterative of a set o options by adding more alternatives to the By contrast
.

Gurville and Soman's research indicates tint in certain predictable cases. adding
more alterative to an assortment leads buyers to choose either the most basic or the
most fully loaded product.

Thus when a dealer or a buyer has to buy a bulk of Pumps rolls from the industry the
go on analyzing on the quality and the promotional offers which they are given by
the different sellers of the Pumps industry.

This leads to a choice for the product which the have to buy. Universe Present study
is empirical in nature and based on mainly primary data collected from field survey
in certain parts of Nanital. Besides collection and analysis of primary data.
Secondary data and pertinent literature has been compiled from published and
documented sources. Previous studies.

Surveys, reports and research work have been consulted while concerned persons
have been approached to get insights and relevant statistics on the topic of
investigation.

The objective of the research is to from out the marketing potential of the century
Pumps pulp industry and its growth in the Indian Pumps industry.
CHAPTER-III

INDUSTRY PROFILE

INTRODUCTION TO THE ORGANIZATION

The Siva pumps has been developed to provide smallholder farmers


with an affordable and sustainable way to bring water to their fields. The Siva
Pumps panel captures the sunlight and converts it into electricity which drives
the pump. The pump comes in a suction version (up to 7m) and a deepset
version up to 20m.
The capacity on a clear day is maximum 13 m3/day when lifting from 4m and
4 m3/day when lifting from 20m. The capacity can be increased by adding a
second Siva Pumps panel. Assuming a crop requirement of 5l/m2.day, this
capacity is enough to serve a field of 2500 m2 and 800 m2 respectively. Future
pump ltd(UK) is the company that manufactures and markets the pump with
technical support from PRACTICA.

GOALS

In the long term the goal is to provide farmers in developing countries


with access to this technology so that they can increase their income and at the
same time increase food production.

The Siva Pumps is presently marketed in Kenya and field tested in


Ethiopia, Nepal, Honduras, Zambia and Burkina Faso. The field test
experiences will be fed back into the design to improve the product.

ACTIVITIES

Refine the design


Supervise the production in India
Follow up on the field trials in Ethiopia, Nepal, Honduras, Zambia and Burkina
Faso.

BUDGET

Liberty foundation: three grants with a total value of 101.000 have supported
the design phase of the Siva Pumps pump and the elaboration of a business plan
to introduce this pump on the Ethiopian market.
IDE Powering Agriculture grant, 100.000 for 2014 and 50.000 for 2015.
Powering Agriculture II, through Future pump UK a further 70.000 is expected
over the period 2016-2018.

A siva pump has been developed and tested that is affordable,


economically viable and suits the needs of smallholder farmers in developing
countries. The pump is currently produced by Future pump India ltd at a rate of
100 pumps per month. The intention is to ramp up production to 10.000 units
per year by 2017. Please contact Future pump Ltd for distribution enquiries.

The Mangalore Electricity Supply Company (Mescom) may initiate a


project to install Siva pump sets used by farmers.

As an initial step, one pump set will be introduced in Kanchinadka area


and if it yields result, the project may be upgraded to supply potable water to
people. Each siva pump set costs Rs 7.5 lakh and some fear that the farmers
may find it costly.
The response to siva mission has not been very encouraging in
Karnataka. A Mescom official was quoted by the media saying that the
company is planning to introduce Siva Pumps pump-sets for irrigation in the
coming days. There should be good support from the government by providing
subsidies and loan facilities to farmers to buy these pump sets, Umesh Nayak,
a farmer in Padubidri, said.

PV water system to solve problems of agricultural water conservancy and


desert control

With agricultural farmland decrease, the desert area continues to expand,


the extreme arid climate impact on food production, solving water supply has
become the root of problem of agriculture.

Compared with the traditional diesel pump and electric pump irrigation,
Siva Pumps pump has great advantage. It will become the main way of
agricultural irrigation in the future, has a wide application prospect.
What a Siva Pumps water pumping system is

A Siva Pumps water pumping system mainly consists of array, water


pump inverter and 3 phase AC pump, easy for use. In order to reduce the
construction and operation cost, to improve the reliability of the system, the
system rejects storage battery which could cause serious pollution to
environment, storing water instead of electricity, reduces the construction cost
and maintenance cost.

Who we are

Shenzhen Siva Pumps tech Renewable Energy Co.,Ltd is a


professional Siva Pumps pumping system and Siva Pumps grid-connected
system manufacturer, handling R&D, production as well as sales. Dr. Xuzhen,
our CTO (chief technology officer), helped the government to design and create
a Siva Pumps water pumping system for highway desertification protection in
Hade district of Xinjiang province in 2001. The system has been running
steadily more than 10 years already. The successful experience has proved that
our system can completely meet the requirements of forest creating along the
highway in the desert, but without any pollution.
What we have done

Project 1

Project Location: Bangladesh

Project Name: PS5500 Siva Pumps water pumping system for farmland
irrigation

Solution: The system utilizes 8.9KW PV panel to power a 5.5KW AC


submersible pump with a Siva Pumps 7.5KW Siva Pumps pump inverter for
control and conversion. The pump draws water from 10 meters underground,
and water flow reaches 800-1000m3 per day.

Economy Benefit: The system generates 16020 kWh of power every


year. During its 25-year lifespan, the system will save coal 150.6 tons; reduce
carbon emission 66.3 tons, sulfur dioxide3 tons, dust 2.3 tons and lime ash 39.2
tons.
Project 2

Project Location: Changjiang City, Hainan Province, China

Project Name: PS5500 Siva Pumps Pumping System for Farmland Irrigation

Project Introduction:

Yangliu village is located in Changjiang City, Hainan Province, and with


482241M2 plough area. Farmers rely on electricity for irrigation until now.
Melons, vegetables and peanuts are the main crops there. In 2010, Hainan
government highly appreciated and advocates green and low carbon agriculture,
mainly on irrigation water conservation. Therefore, the first set of Siva Pumps
irrigation system is installed.

Solution:
Siva Pumps pumping system consists of a Siva Pumps array, Siva
Pumps pumping inverter and a three-phase AC pump. The Siva Pumps array is
composed of many Siva Pumps cells panels connected in series and in parallel,
converting irradiation from sunlight to electrical energy. The pumping inverter
controls and regulates pumping operation and converts DC to drive AC pumps.
The AC pump is driven by a 3-phase induction motor, draws water from well,
rivers or lakes, stores in tank or uses for irrigation directly. Utilizing Siva Pumps
PS5500 Siva Pumps pumping system, The pump draws water from 15 meters
underground. Daily water output of the system is up to 360M3.

Economy Benefit:

The system generates 15330 kWh electricity annually. In its 25-year


long application, the system is able to save standard coal up to 144 tons, reduce
emission of carbon dioxide, sulfur dioxide, soot and ash by 63 tons, 2.8tons,
2.16 tons and 37.44 tons respectively. This system was driven by Siva Pumps
energy and works automatically. It is environmental friendly to Hainan Island.
Low-Carbon Agriculture for Islands is the first in the world, SIVA ted from
Hainan Island. The application sets a new ground for low-carbon economy.

INTRODUCTION TO THE INDUSTRY

INDIAN PUMPS INDUSTRY

Indian Pump Industry has more than 500 manufacturers with worker
strength of over 30,000 producing 1 million pumps valued at Rs.12 billion.
During the period 1978-94 pump industry has maintained an average growth of
15% p.a. The pump manufacturers are able to meet 84% of the domestic market
demand and export pumps worth Rs.2 billion in 1997-98. It services all sectors
of the Indian Industry viz. Agriculture, Public Health Engineering, Water
supply, Chemical and process industries, Refinery and Petrochemical, Paper,
Steel, Mining, Power Generation, Food Processing pharmaceutical, Sewage and
Effluent treatment etc.

Pumps account for 30% of the power consumption in the country. Thus,
efficient operation of pump system can yield substantial savings. The industrial
Pump-motor system is a major determinant of cost of production in the industry
by way of capital investment and running cost. Not only the pump and drive
selected for optimal performance, but pump-motor system as a whole should be
efficient and reliable and reliable.

TIFAC has therefore, commissioned Techno-market survey on industrial


pumps and motor systems. Selection of pump-motor system would differ from
one industry to another due to changes in application parameters, process
parameters and liquid characteristics. Hence, it will not be practical to cover all
industries in a single study. In this study Municipal Wastewater Treatment
industry is taken as the focus industry.

Different pump technologies are available for transporting liquids under


different operating conditions in the industry. The centrifugal pump technology,
which works on a simple principle cover 85% of industrial applications. The
high velocity head imparted to the liquid by rotation of impeller is converted
into pressure due to increasing passage area of the volute.

The popularly used variations of CENTRIFUGAL PUMP TECHNOLOGY are:

End suction pump:

Made in both horizontal as well as vertical execution, these types of


pumps have advantage of being simple, low cost and compact and is generally
the first choice of designer. Such pumps are manufactured to ISO:2858 for
application in chemical and process industry and for refinery service pumps are
made as per API 610 specifications.

Self-Priming Centrifugal Pumps:

Pump casing is of unique design. Liquid is retained in it, which at the


time of reSIVA ting, works as the intake for the impeller and pump is primed.
The pump is used for dirty water, emptying pits and employed in situation
where suction lift conditions are there. It has the advantage of avoiding foot
valves often a source of problems. Pumps fitted with open impeller are used
in mining and construction industry and de-watering duty. The disadvantage is
its higher cost and lower efficiency.

Split Casing Pumps:

The Pump body is split in two half along the upper half of the body to
be removed for carrying out maintenance to the rotating parts without disturbing
suction or discharge PUMPS line. The pump has distinct advantage of ease of
maintenance and is used for water supply services (for fire fighting, cooling
water, raw water, cooling tower supply), mine de-watering and as bilge and
ballast pump.

Multi-Stage Centrifugal Pump:

In this pump, series of impellers are mounted on a common shaft. The


liquid moves from one impeller to another with a volute or diffuser following
each impeller such that the head increases progressively. The pump may be split
axially or radially and has 2 to 15 stages. Pumps are used for pumping mine
water from mine to surface level, Pumps feed duty, high pressure booster
systems, reverse osmosis etc.

Slurry Pump:

This pump handles solids suspended in liquid in slurry form. The major
concern in pumping slurry is the abrasive wear of pump components exposed
to the liquid. Selection of best material for pump components to resist wear or
to be isolate from the abrasive media is vital. Rubber-lined or hard metal End-
suction pump are used. Pumps are deployed to handle mine slurries, fly ash
slurry, mill scale, sand and gravel slurry, ceramic slurry etc.

Vertical Column Sump Pump:

It is an end-suction pump in vertical orientation with the impeller


submerged below the liquid. Such pumps are inexpensive as compared to self-
priming pumps and simple to operate and maintain with added advantage of not
requiring a mechanical seal. It is used to pump out variety of waste liquids from
underground pits/sumps in different industries.

Vertical Turbine Pump:

This is a multi stage pump in vertical execution in which the motor is


installed at the surface level while the pump is located inside the liquid. The
diffuser bowls are located in line with the impeller rather than outside of them
as is the case in horizontal multi stage pump. The pump is used to handle large
volume of raw water in drinking water and irrigation schemes, raw water intake
in Thermal power plants, paper plants and fertilizer plants.

POSITIVE DISPLACEMENT PUMPS have a positive sealing line formed


between the pump elements and the liquid is displaced along this sealing line
by movement of the pumping element. The pumping element may have
reciprocating or radial motion. Different pumps working on this principle are;

Plunger / Piston Pump:

Plunger or Piston reciprocates inside a cylindrical liner to displace liquid


from suction to discharge port. Piston pumps may be single acting or double
acting. Pump with single piston is called Simplex; with Two pistons Duplex
and with three pistons Triplex. In Plunger pump, the reciprocating member is
plunger but it is single acting only.

Such pumps are used for metering services and high-pressure


application. Variation of out put is achieved by adjusting the stroke length of
the pump. High-pressure piston pump is used in oil producing sector,
construction industry and cleaning application. Large pressure pulsation
necessitates use of pulsation dampener.

Diaphragm Pump:

The back and forth flexing of a diaphragm causes the liquid to flow into
and out of the pump. The diaphragm may be moved mechanically or may be
actuated by compressed air or hydraulic fluid. Check valves are provided at
inlet and outlet port. These pumps are self-priming, seal-less, can run dry, and
handle solids with liquids. Mechanically actuated Pumps are used for metering
service, having accuracy of +/- 1%. Air operated diaphragm pump are used to
handle sewage, slurries and other corrosive liquids. Pump produces pressure
pulsation requiring use of dampener and has lower efficiency.
Eccentric Screw Pumps:

A single-helix metallic rotor rotates inside double helix polymer stator.


The rotor forms sealing line along its pitch length and liquid is carried in the
cavity between the stator and the rotor. Pump can handle solids and viscous or
sticky liquids. It has a gentle pumping action and has no valves that may get
jammed. It is used to handle a variety of viscous liquids and abrasive slurries.
The pump should not be run dry.

Twin Screw Pumps:

Two screws intermesh with each other and rotate inside a pump casing.
The liquid is transported between flank of the screw and the pump casing. The
pump is used to handle the different fuel oils and other viscous liquids but
cannot handle suspended oils. Its capability to run in dry condition makes it
ideal for unloading service.

Triple Screw Pump:

This pump has a central screw driven by the prime mover while the other
2 screws are run by the center screw. Pumping action is similar to Twin screw
pump. These pumps have higher efficiency and high pressure developing
capability with added advantage of being compact. It is used for Pumps fuel
feeding application; power source for hydraulic lifts and in centralised
lubrication system in large steel mills. The limitation of the pump is its
incapability to handle solids and it cannot run dry.
Sliding Vane Pump:

Vanes slide in the slots cut length wise in rotor and the rotor is inside an
eccentrically shaped casing, which acts like a cam. Pumps are self-priming, of
simple construction and have feature of self-compensation for wear on the
vanes. Pumps are employed for handling oil in lubrication service or as power
packs for low pressure hydraulic motors. Pumps are unable to handle suspended
solids, corrosive liquids and highly viscose media.

Gear Pump:

The Gear Pump has two meshing gears rotating inside a casing. Liquid is
carried between gear teeth and the casing and displaced as the teeth mesh. The
pump is, economical, pulsation free and quiet in operation. External as well as
Internal gear configurations are possible. Pumps are used for handling LDO,
lube oil, fuel oil, paints, viscose and other clean viscous liquids. Pump cannot
handle suspended solids and cannot run dry.

Lobe Pump:

Pump has one or more lobes that rotate at slow speed inside the casing to
displace the liquid. The wide spaces between the lobes and the slow speed make
it ideal for handling fragile solids and shear-sensitive liquids. Pump output is
subject to pressure pulsation and high amount of slip with low viscosity liquids.
Pumps are employed to handle food products and pharmaceutical formulations.

Archimedean Screw Pumps:


This pump has an inclined screw conveyor shaft rotating within a close
fitting open type cylindrical conduit. The helical screw blades force the liquid
along the inclined conduit. These pumps are used in sewage treatment industry
for transfer of sludge.

Peristaltic Pump:

It has roller or cam attached to rotor, which squeezes the tube as it passes
across it, drawing the liquid in the tube and delivering it to the discharge side.
The pump is seal-less and rotating element is not exposed to the liquid. Pump
is used where high order of cleanliness and hygiene is essential; like pumping
of human blood/plasma, other medical and bio-medical applications.

The capacity and pressure range as well as material options of different


types of pumps described above is summarized in Annexure I. Table 5.3 & 5.4
compare total lifetime cost of different pumps for two typical applications in
Sewage treatment industry.

Presently, the Indian market for centrifugal pump for industrial


application is estimated to be Rs.65 million growing at a annual rate of 8%. The
awareness level amongst user industries regarding application of positive
displacement pump is lower as compared to centrifugal pump technology. This
is also depicted by the fact that in India share of positive displacement pump in
the domestic market is approximately 10% which in international market is
approximately 20%. Market for positive displacement pump in India is valued
at Rs.1.2 million. Piston / Plunger Pump has the largest share in this market
followed by Screw pumps and Gear pumps.

While there are different pump technologies from which the plant
designer has to select the pump, it is very important that correct selection is
done for the type of pump, material of construction, shaft sealing and size of
pump.

There are various parameters which influence pump selection.

Application Parameters

Capacity

Pressure

Temperature

Suction conditions or NPSHA

Point of installation of pump

Liquid Parameters

Chemical characteristics

Specific Gravity

Suspended solids and abrasion due to nature and size of solids

Viscosity and flow characteristics.


Process Parameters

Hygienic duty

Inline cleaning

Gentle handling of sheer sensitive liquid

Maintenance in place

Preliminary step for selecting a pump SIVA ts with estimation of


capacity and differential head. Depending upon application, liquid and process
parameters described above, type of pump is selected. This requires matching
of different operating parameters with pump characteristics. Table 3.1 indicates
type of pump to be used for commonly encountered liquids in different
industries.

Having decided the type of pump to be used, pump sizing is done.


Usually, pump manufacturer does the Pump sizing from the sizes available in
his production programme. For centrifugal pump, care is taken to select a pump
size in which the duty point is close to the best efficiency point of the pump.

For positive displacement pump, the limitation on pump speed is


considered based on parameters of viscosity, abrasion or NPSHA. The pump
size, which gives the desired capacity within the above speed limit, is selected.

In both, Centrifugal as well as Positive displacement pump, the material


of construction is determined by the chemical and abrasion characteristics of
the liquid being handled at the pumping temperature. Appendix 1 lists variety
of liquids and suitable material of construction options. Shaft sealing option is
finalized in consultation with Packing / Seal manufacturer considering above
factors.

AC induction motors are the most widely used prime mover for industrial
pumps. AC induction motors of different construction and mounting
configuration are available. The motors can be foot, flange or wall mounted.
Different motor enclosures are:

Drip proof motor

Explosion proof motor

Flame proof motor

Vertical motor

Two speed motor

Submersible motor

It is important that motor is selected in a proper manner for long


life and efficient operation. Different parameters which are important for
selection of motor are:

Power required by the pump

Pump speed

Nature of SIVA ting (Closed Valve / Open Valve)

Work condition like voltage and frequency of AC supply, presence of


vapour / gas chemicals where motor is to be installed.

Efficiency
Temperature

Presently, selection of motor for driving the pumps is carried out with
involvement of consultation 15% of cases pertaining to new projects. In 45%
of cases, pump set complete with motor is procured from pump manufacturers
while the balance purchases involve procurement of motor by the user
organisations.

Indian manufacturers are producing motors of all types, which are


comparable to those in the international market. Abroad, development of high
efficiency motors has helped reduce energy losses in the motor. Energy efficient
motors cost 15% to 30% higher than comparable standard motors but depending
upon the application, the higher initial cost can be recovered by savings in the
cost of energy.

Variable speed drive is used for pump having variation in discharge rate
and provides power saving. Different types of variable speed drives are
available, viz. Pulse Width Modulated inverter, Eddy current or slip coupling
drive, Switched Reluctance Drive etc. Variable frequency drives are proven to
be advantageous due to their higher efficiency, capability to integrate with drive
control software.

Variable speed drive can regulate pump flow by consuming lesser energy
in comparison to conventional method of using throttling valve on Pump
discharge line. Savings in Power cost due to energy conservation by use of
Variable speed drives can pay back the additional investment in cost of drive in
a short span of time.
Installation of variable speed drive requires that the site is well ventilated,
free from corrosive fumes and radio frequency interference. Multiple pumps
can be run by operating a single drive or individual drive with each pump can
be installed.

In India, use of variable speed drive with pumps is limited at present due to:

High cost of variable frequency drive

Misconception among engineers that such drives are sophisticated


equipment requiring trained personnel for installation and operation

Poor energy conservation efforts and

Ignoring possible opportunity of power conservation in pumps of lower


HP rating.

Abroad, favorable experience of variable speed drive for power


conservation in high HP equipment has led to development of micro drives.
These are low cost drives for lower power rating pumps.

The pump and motor have to be matched for optimal performance. The
torque-speed characteristics of the motor and pump should be matched to ensure
availability of SIVA ting as well as running torque for the pump. The moment
of inertia for the pump motor system ahs to be considered to determine the
acceleration time for the motor to attain full speed. The SIVA ting torque of the
motor is influenced by method adopted to SIVA t the motor. DOL SIVA ting
provides higher SIVA ting toque in comparison to SIVA delta SIVA ting.
The pump and motor are connected through flexible coupling which
transmits the power. The coupling while transmitting power, takes the load of
axial misalignment. Different types of flexible couplings available in India
include tyre type coupling, pin and bush coupling, gear type coupling, spider
coupling, spacer coupling etc.

Certain pumps are complete with motor like Submersible Pumps. The
pump is close coupled with a motor, which is designed to operate while
submerged in the liquid to be pumped. The motor is filled with oil and separated
from the pumped liquid by a mechanical seal. This motor may be coupled to
multi stage centrifugal pump or non-clog centrifugal pump for handling raw
water, drinking water or sewage / effluents respectively.

The shaft sealing is often a cause of concern to plant designers


particularly when the liquid being handled is highly obnoxious / toxic or
hazardous. Seal-less pumps have been developed to cater to the requirement of
this market segment.

There are two types.

Magnetic Drive Pump:

The mechanically driven pump has no physical coupling provided


between pump shaft and the drive motor. Instead, a magnetic drives is used.
The impeller of the pump is supported on plain bearing inside the isolation shell
which also houses the inner rotor or flux receiving ring. Outside the isolation
shell, an outer magnetic ring is rotated by the prime mover. Magnetic flux
passes through the air gap in isolation shell to the inner rotor which follows the
rotation of the outer rotor.
Canned Motor Pump:

Pump and motor is an integral construction and there is no shaft seal. The
pump section is identical to a conventional centrifugal pump. The motir is a 2
or 4 pole induction motor having stator and rotor canned within corrosion
resistant non-magnetic liner and sleeve. The entire outside of the motor is
enclosed in a secondary leakage containment shell. Primary protection is
provided by corrosion resistant liners which are seam welded and assure that
pumped liqued does not contact stator windings.

Seal-less pumps are used in nuclear power plants, refrigerant pumping,


high temperature liquid handling, pumping of hazardous chemicals.

Consultants and pump manufacturers perceive that 28% of users can


effectively and independently select pump. Related to operation and
maintenance of pump-motor system, the percentage of users in similar category
is much higher (71% and 90%). Consultants have elaborate vender registration
and evaluation procedure. In the bid evaluation process, different technical
parameters are compared by Consultants. Some of the consultants apply price
loading for higher power consumption to lay emphasis on pump-motor system
efficiency and equate pumps having higher running cost with those having
lower running cost. However for spares consumption, no such equalisation
procedure is presently being adopted for bid evaluation.

The performance of pump-motor system in the Indian industry is


influenced by a number of parameters related to application aspects, operational
aspects, maintenance aspects and other aspects as follows:

Application Aspects
Selection based on insufficient data

Inadequate data on duty condition with user.

Actual duty parameters differing from design duty point due to safety
margins built in.

Selection of pump/Motor by Stockist or dealer.

Mismatch of Pump and drive characteristic.

User voluntarily decides on a cheaper pump compromising operational


efficiency and service life.

Operational Aspects

Improper installation of Pump-Motor system.

Misuse / abuse of pump by user due to exigencies or ignorance

Violation of instructions, DOS and DONTS by user due to ignorance


or insufficient training.

Absence of Pump-motor performance Monitoring System.

Absence of Failure analysis system.

Maintenance Aspects

Inefficient preventive maintenance

Improper gland tightening


Use of spurious spares

Inadequate training for Maintenance of Pumps more in case of Positive


displacement pumps

Predictive techniques like Vibration analysis not used.

Other Aspects

Procurement of Pump-Motor system on initial cost basis.

No validation of quoted pump performance parameters prior to its


delivery and installation

Poor awareness of energy costs and energy conservation measures at


lower levels in the organisation.

The above practices need to be corrected to optimize performance of pump-


motor system.

Sewage treatment plant of Ahmedabad and Pune were studied and


compared with case studies of sewage treatment plants of other countries.
It was discovered that:
In Indian plants non-clog centrifugal pumps are being used and
consultants are invariably involved for detailed engineering and selection
of pump-motor system.
In foreign countries, the trend is towards use of submersible pumps for
sewage handling.
There is significant variation in volume of inflow of wastewater. In India,
this variation is taken care of by operating one or more pumps depending
on the volume of liquid to be handled. The trend abroad is to use pumps
with variable speed drive resulting in substantial power saving.
There is no monitoring and measurement of performance of pump motor
system after commissioning of sewage treatment plant in India. Abroad,
sophisticated systems connected through modern to centralised computer
are used to monitor the efficiency of pump-motor system and generate
important data.
Use of non-clog centrifugal pumps, require construction of dry well for
pump installation involving sizeable construction cost. Use of
Submersible pump technology can eliminate this cost & offer additional
advantage of lower maintenance, easy installation and accessibility of
pump.
The pump-motor system consumes significant part of the total power
employed for running sewage treatment plant.

Specific to sewage handling, different design modifications are carried


out to major components like casing, impeller, wear plates and rings, shaft and
bearing assemblies etc. Further, the material of construction for sewage pump
is selected in a manner to provide longer useful life and reliability. Pumping of
sludge in sewage treatment plant, pose challenge due to varying flow
characteristics of the sludge. Digested sludge exhibit poor flow characteristics
and pump losses are much higher. Plunger and progressive cavity pumps are
used for dense sludge. For dosing of flocculent and other chemicals for
chemical treatment of the effluent, Piston or Diaphragm pumps are employed.

Technology development in Indian pump industry has taken place by


way of technical collaboration with foreign manufacturers or through reverse
engineering practices to produce pumps benchmarked against available
products in the market of Indian or foreign origin. Indian pump industry is able
to meet pump requirements of 95% of applications. The manufacturing
capability includes pump of very high capacity and in variety of materials.

However, there is still room for improvement. The response of


consultant and pump users rate imported pump better than Indian product on
various counts like proven design, wider material options, better finish, better
interchangeability, compliance to ISO 9000 quality assurance system and R&D
back up. Further, the foreign manufacturers have extensive data base built over
a long period of operation in the world market and supplemented by in-house
trials.

Indian pump industry passing through a recession has to rise to the


challenges and opportunities of the world market. Based on the
assessment and evaluation of various technology options and present practices
prevailing in the Indian Industry, following recommendations, action plan and
implementation strategy is suggested:

Recommendations, Action Plan and Implementation


Pump manufacturers should focus on application of new materials for
manufacturing Pumps with better performance, in terms of efficiency as well as
reliability. In the international market, variety of high performance alloys and
Non-metallic pumps are offered. For corrosive duties, Plastic materials and for
abrasive liquids, Ceramic coating or pumps in ceramic construction have
proved successful.

Pump manufacturers in co-ordination with Regional Research


Laboratories / Defence Laboratories / Material Science Laboratories for
developing pumps in non-conventional materials.

Gear Pumps manufacturers should develop High precision Spinning


pump, which are being imported at present and are required in large nos. by
Man Made Fibre Industry Apart from design, manufacturers to focus on
manufacturing aspects to achieve close tolerances for high metering accuracy.

Gear Pump Manufacturers to work on this development and take assistance for
machining from Tool rooms established with German collaborations.

Use of submersible pumps in sewage industry should be increased. This


decision can be taken where new pumping stations are being planned or
replacement of existing pumps is contemplated.

Sewage Board/Municipal Corporation Drainage/Sewage Treatment


Department

Peristaltic Pump is not manufactured in India. Although manufacturing


of this type of pump is not tricky, the material of hose or tube has to be such
that it can withstand repetitive cyclic stresses for long service life. In long-term
perspective, efforts to develop this pump should be directed towards solving
this problem. In the short run, import of tube and manufacture of other
components to produce it in India can be initiated.

Pump manufacturer or other industrialist can venture into production based on


feasibility study.

Awareness of applicability of Positive Displacement pumps has been


found to be low due to which centrifugal pump is preferred by users. Most
positive displacement pump manufacturers in the country are small/medium
scale units. Joint efforts should be undertaken by them to increase awareness as
well as train users for their product range. Application Engineering support
provided to users by some manufacturers like Roto Pumps Ltd., has received
good response and helped in increased usage of Positive displacement pump.

Manufacturers of Positive Displacement Pumps to plan promotional measures


and provide application engineering assistance.

Positive displacement pumps are manufactured and tested as per


proprietary standards. Some of the consultants conduct testing of pumps as per
API 676. Comprehensive standards & guidelines for PD Pumps should be
published.

BIS may undertake the work in consultation with Positive Displacement


manufacturers.

Presently Magnetic Drive pumps are available indigenously through one


or two manufacturers only. These manufacturers have collaboration with
foreign manufacturers. This technology holds promise in future and indigenous
capability should be built in this field. At first, pumps operating at normal
temperatures may be developed by utilising experience of eddy current drive
manufacturers.

Centrifugal Pump manufacturers to develop Magnetic drive pumps in


association with Eddy Current drive manufacturers for normal temperature and
simple liquids.

Canned Motor pumps are being manufactured in the country by only one
manufacturer at present. More manufacturers should enter this field. Since cost
and time required for development of technology would be high, route of
technical collaboration with foreign manufacturers may be explored.

Pump manufacturers or other industrialists should put up facilities after


feasibility study and tie up with foreign manufacturer.

Development of high efficiency motors should be undertaken by Indian


motor industry. For development of better grade of steel for stampings to reduce
losses, help from material research laboratories and steel industry can be taken.

The motor manufacturers in consultation with IIT and Material Laboratories /


Regional Research Laboratories / Defence Laboratories and help from steel
industry.

A cooperative effort in Research and Development has been initiated in


Coimbatore, where SiTarc (Small Industries Testing and Research Centre) has
been set up to provide services to small units. Based on this experience, a
cooperative Research & Development organisation for Pumps may be initiated
since majority of Pump manufacturers are in small scale and cannot afford their
own R&D facility.

Indian Pump Manufacturers Association can take the lead role to set up
such a unit in consultation with SiTarc and Pump and Pump manufacturers.

Whereas many units of organised sector have adopted ISO 9000 Quality
Assurance systems, in the small-scale sector, it needs to be adopted at a fast
pace. This would go a long way in improving quality of pumps of small-scale
units and enable them to enter International market as well.

Indian Pumps Manufacturer Association can canvass amongst it s


members and arrange awareness cum training course in association with Si Tarc
or other Quality Management Consultancy organisations.

The user industries should re-evaluate the duty parameters for pumps
installed in their plant. In a big process plant, such an exercise will be costly as
well as time consuming. It is suggested that based on annual power
consumption of the Pumps, an ABC analysis may be applied. Top 10% of
Pumps (by number), that consume maximum power on annual basis, should be
taken up in the first phase for energy conservation exercise. Wherever feasible,
pump and motor should be modified to operate close to their best efficiency
point.

User Industries to undertake such exercise in association with Pump


manufacturers to optimise performance of existing Pump-Motor systems.

Awareness regarding incorporation of Variable speed drive with Pump


should be accelerated. Suitable duty concessions to reduce price of Variable
speed drives may be considered. Pumping applications, where variations in load
characteristic are known to occur should be identified. All new procurements
of pump for such applications should include variable speed drives. Wherever,
Pumps for such applications are operating with fixed speed motors, a time
bound plan for incorporating the variable speed drive has to be drawn up.

Variable speed drive manufacturers to take the lead for canvassing use of
VSD. User Industries to undertake the exercise in association with Pump
manufacturers to identify potential applications for using variable speed drive.
Govt. of India to consider duty concessions for Variable speed drive
manufacturers.

User industry should adopt predictive techniques like vibration anlaysis


for pre-empting pump-motor system breakdown. Further, use of spurious spares
should be avoided to achieve better efficiency and higher service life of Pump-
Motor system.

Maintenance wing of user industries should undertake this exercise.

Presently the procurement procedure of many users lays emphasis on


purchase price. Appropriate weightage for technological factors should be
incorporated for technological factors should be incorporated. Total Life Cycle
criteria should be used for bid evaluation so that Pump-Motor efficiency, Spares
consumption, reliability etc. of different makes of pumps are properly assessed
and compared.
User Industries and Consultants to modify existing bid evaluation process.

Pump manufacturers should impart training to actual operators in user


organisation, so that he understands the significance of various parameters
affecting Pump-motor performance. This would ensure proper installation,
operation and maintenance of Pumps, reduce occasions of Pump misuse / abuse
and reduce downtime. Pump manufacturers to organise training modules at
work site / manufacturing unit with the help of user organisations.

Government of India has made it mandatory for Limited companies to


declare Energy conservation measures undertaken by the company in their
annual financial statements. This has put Energy conservation measures in the
agenda of top management level. However, it has to pervade down to all levels.

Lastly, the Pump industry has to change the old mindset of focussing on
domestic market only. Many investments that may not look lucrative enough in
Indian context may be rewarding on International scale. Larger quantities in
World market can help reduce costs due to economies of scale for Plastic
pumps. Exposure of operating in world market will lead to benchmarking with
competing products resulting in design and quality improvements.

HISTORY OF THE INDUSTRY

Ten years ago, World Pumps put together a brief history of the pump
industry telling the story of pump development since the Egyptians invented the
shadoof in 200BC. We stopped then at 1999, but here we bring the story right
up to date with some of the main industry events of recent times.

Fifty years ago, Trade & Technical Press launched a new magazine to
report on technical developments in pumps. The original title of Pumping was
short-lived, being soon supplanted by the pan-European Pumps, Pompes,
Pumpen in 1965 as the magazine linked up with the fledgling Europump
association. Over the next seventeen years, the pump industry became
increasingly international and in 1982, the publisher decided to mark this trend
by re-launching the magazine as World Pumps.

The thirtieth anniversary year saw Trade & Technical Press acquired by
Elsevier Science Ltd who incorporated the magazine into its Elsevier Advanced
Technology Division. Since then, a number of editorial changes have brought
with them new approaches as the industry matures. There have been reviews of
software and web pages, eventually eclipsed by sheer numbers. An annual
International Buyers Guide has been published since 1997, and is now
supplemented by an on-line version. Since 2003 World Pumps has worked with
BPMA on the annual prestigious Pump Industry Awards. The magazine now
features regular contributions from the Hydraulic Institute, underlining its
international credentials.

Man has been using pumps of some type for 4000 years, which makes 50
years a very short time in the history of pumping. Indeed, looking back at the
most significant developments in technology, the last fifty years seem relatively
insignificant. By 1959, all the major pump designs had been introduced and
mostly developed into commercial products. So what has World Pumps been
writing about for the past 50 years?

Driving trends

One trend has been the increasing importance of niche positive


displacement pumps, particularly rotary types. Peristaltic, progressing cavity
and rotary lobe pumps have all risen in profile as their capabilities have been
introduced to new markets by improved communications. Increasing
competition has meant that users have been more inclined to experiment in the
search for the ideal pump for difficult duties.

The trends that have affected all of us have also had their impact on the
pump market. Increased environmental awareness gave a real boost to pumps
without shaft seals. Magnetic drive and canned motor units have thrived and
even produced a hybrid combining the two technologies. Pump shaft sealing
has also changed dramatically. Asbestos in packing is outlawed and today the
vast majority of new pumps are supplied with mechanical seals, often in
factory-assembled cartridge format to avoid the risk of face damage during
handling.

Materials have also developed. Sea-water pumps have seen gunmetal and
aluminium bronze replaced by highly alloyed super-austenitic and super-duplex
stainless steels. New non-metals have made possible tiny pumps for human
implant. Ceramics and tungsten/silicon carbide have vastly reduced wear rates
in pumps of all sizes. Even large sub-sea variable speed super-synchronous
drive motors for pumps are now possible.

Overtaken by computers

Electronics and computers have overtaken all our lives and inevitably
have entered the physical world of pumps in the form of variable speed drives
(VSD's), SCADA systems and condition monitoring equipment. Integral VSDs
on in-line pumping units now dominate the building services market. Pump
selection software has speeded up the process of choosing a pump, as well as
opening opportunities in Sales. For the designer, CAD and CFD have reached
new heights. They can now interact but they still have some way to go before
they fully replace personal expertise.

Life cycle costing has become a part of everyday life and has shown that
energy costs usually eclipse all other lifetime costs. Vast savings are frequently
realised by system improvement but appropriate legislation is practically
impossible to formulate. Although pump efficiency improvements give
relatively small returns for large outlays, legislation for raising efficiency now
exists in Korea and China. The European Commission, as part of its Energy
Using Products Directive, has targeted the raising of efficiencies of water
pumps. Europump has been instrumental in assisting the EC in this task and has
proposeda method for eliminating bad performers.

We are all aware that in recent years, discussions about the pump industry
have been dominated by talk of mergers, takeovers and disposals. Indeed, as we
consider the major pump makers of 2009, it is hard to name one which has not
changed markedly since 1959.

Comings and goings

ITT, IDP, Sterling Fluid Systems, Grundfos, Wilo and ABS have
changed almost beyond recognition. Established independent makers like
Harland, Flygt, Worthington and now Weir Pumps have disappeared, whilst
newer names like Textron, Constellation Capital, IDEX, Pentair and Flowserve
have arrived on the scene, continuing the trend for the biggest companies to get
bigger.

Other interesting changes include diversification. For example, after


more than 50 years of providing submersible motors to pump makers, Franklin
Electric has pulled the plug and now buys pump companies to produce its own
units.

Mind you, it is also interesting to note from the chronology of the pump
industry listed below, that even in the early years of this magazine mergers and
acquisitions were not unknown and ever since there has been a continuous
environment of change.

Global marketplace

Probably the biggest single change in this industry has been the transition
from a local to a global marketplace. Fifty years ago we had only national trade
associations but today the significant impetus in inter-company relations is at
intercontinental level. The Europump Association has grown massively in
stature and effectiveness in its 49 years, and now works in close partnership
with the Hydraulic Institute in the US. This partnership reflects ever closer
cooperation between pump manufacturers' associations, a development that
mirrors this magazine's evolution from national through European to global
coverage.

COMPANY PROFILE

As Indias leading manufacturer of energy efficient submersible pumps,


we are well-known in our industry. We create our products for a number of
sectors including agricultural, industrial, domestic and horticultural. The
industry Founder : H. Narendrasamy, Managing director :N.Prabhakaran

However, this wasnt always the case. Since our humble beginnings
back in 1992, we have worked hard to get to where we are today and have had
to embrace every opportunity that has come our way. Luckily, a combination
of passion, grit and determination signifies that our business has not only
grown, it has truly flourished. And now, we are proud to be able to say that we
have achieved our number one goal to be the very best at what we do.

Submersible pumps might not be everyones idea of excitement, but for


us they are just that. In 1992 we decided we wanted Siva Pumps to become an
internationally-known name in the manufacture of stainless steel submersible
pumps and motors. And do you know what? We did it. More recently, we have
also branched out into SIVA -powered pumps and were enjoying watching that
part of the business grow too.

Here at Siva Pumps we pride ourselves in being seen as pioneers in the


manufacture of 100% submersible stainless steel pumps and motors.
Competition in this field is fierce and we are competing against a number of
globally-renowned businesses. However, it is our use of high-tech processes
and innovative designs, all the hallmarks of Siva pumps, which has set us apart
from the rest. It is both our forward-thinking ethos and attention to detail that
has helped us work our way up to become world class.

Being in this position a global pioneer of such innovative technology


means that Siva Pumps is able to focus on the things that really matter; that is
producing the highest quality, most energy efficient pumps possible. In fact, the
Bureau of Energy Efficiency (BEE) has awarded Siva pumps with 5-SIVA
ratings for more than 260 of our pump models. Not bad going, if we do say so
ourselves!

Our pumps are not only energy efficient, but also long-lasting and very
easy to maintain
Because we have been able to put quality hand-in-hand with energy
efficiency Siva pumps is at the forefront of the global pump industry. In short,
we are able to offer our customers some of the best pumping solutions available
in the world today

MISSION
SIVA PUMPS INDUSTRYs current line of products, services and
systems are submersible, mono block and domestic pumps and motors for
handling liquids, particularly water for agriculture, domestic and industrial uses
and other applications like sewerage and sludge and others.
SIVA PUMPS INDUSTRY is committed to achieve growth and aims for
a 15% annual compounded increase in sales turnover and remain financially
sound.
SIVA PUMPS INDUSTRY has its own state of the art foundry and
intends to continuously modernize manufacturing facilities to make it as one of
the best in the world.
SIVA PUMPS INDUSTRY serves customers in agriculture, domestic
and industrial segments and has plans to expand product range to cover
infrastructure and marine segments.
SIVA PUMPS INDUSTRY has wide market presence in India. It further
intends to cover 80 % of potential markets and develop markets in untapped
territories and territories where its presence is weak. SIVA PUMPS
INDUSTRYs products are exported to over 80 countries and has plans to
develop export market further. SIVA PUMPS INDUSTRY intends to build
brand image further, as a quality supplier of products and services.
Provide superior customer value and become one of the best customer
value providers in the country. SIVA PUMPS INDUSTRY proposes to
benchmark its products, services and systems with best in class Company in
India. It would achieve this status through product quality, on time delivery,
price competitiveness, total customer solutions, automation through IT
applications across organization including business processes and research,
development and innovation.
SIVA PUMPS INDUSTRY believes in ethical practices and is conscious of its
responsibility towards society and government. SPI believes that human
resource is an asset. It shall constantly endeavor to develop human resources,
simultaneously optimizing interests of all stake holders.

VISION
SIVA PUMPS INDUSTRY wants to be within first five companies in
the country in its current line of business and proposes to expand its scope to
cover other liquid handling products, services and systems.
SIVA PUMPS INDUSTRY aims to provide higher customer value and
wants to become one of the best customer value providers in similar industry in
the country.
SIVA PUMPS INDUSTRY would optimize satisfaction for all its stake holders
and also practice best organizational values
CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION

Table 1:

Age of the respondents


Frequency Percent Valid Percent Cumulative
Percent
20-30 years 26 26.0 26.0 26.0
30-35 years 30 30.0 30.0 56.0

35-40 years 22 22.0 22.0 78.0


Valid
22 22.0 22.0 100.0
Above 40 years

Total 100 100.0 100.0

Chart
INTERPRETATION:

From the table-1 26% of the Employee age are 20-30 years, 30% of the Employee
age are 30-35 years, 22% of the Employee age are 35-40 years, and 22% of the
Employee age are Above 40.
Table 2:

Gender of the respondents


Frequency Percent Valid Percent Cumulative
Percent
Male 50 50.0 50.0 50.0
50 50.0 50.0 100.0
Valid Female

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-2 50% of the Employee Gender of the respondents are Male, 50% of
the Employee Gender of the respondents are Female.
Table 3:

Educational qualifications

Frequency Percent Valid Percent Cumulative


Percent

SSLC 25 25.0 25.0 25.0

HSC 29 29.0 29.0 54.0

Graduate 23 23.0 23.0 77.0


Valid
23 23.0 23.0 100.0
Post graduate

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-3 25% of the Employee Educational qualifications are SSLC, 29%
of the Employee Educational qualifications are HSC, 23% of the Employee
Educational qualifications are Graduate, and 23% of the Employee Educational
qualifications are Post graduate.
Table 4:

Income of the respondents


Frequency Percent Valid Percent Cumulative
Percent
24 24.0 24.0 24.0
10000-20000

30 30.0 30.0 54.0


20000-30000

Valid 25 25.0 25.0 79.0


30000-40000

21 21.0 21.0 100.0


Above 40000

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-4 24% of the Employee Income of the respondents are 10000-20000,
30% of the Employee Income of the respondents are 20000-30000, 25% of the
Employee Income of the respondents are 30000-40000, and 21% of the Employee
Income of the respondents are Above 40000.
TABLE 5

Experience of the respondents

Frequency Percent Valid Percent Cumulative


Percent

1-2years experience 26 26.0 26.0 26.0

28 28.0 28.0 54.0


2-3 year experience

25 25.0 25.0 79.0


Valid 3-4 year experience

21 21.0 21.0 100.0


Above5years experience

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-5 26% of the Employee Experience of the respondents are 1-2 years
experience, 28% of the Employee Experience of the respondents are 2-3 years
experience, 25% of the Employee Experience of the respondents are 3-4 years
experience, and 21% of the Employee Experience of the respondents are Above 5
years experience.
TABLE 6
Type off unction you are performing

Frequency Percent Valid Percent Cumulative


Percent

34 34.0 34.0 34.0


Retailer

Dealer 33 33.0 33.0 67.0


Valid

Both 33 33.0 33.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-6 34% of the Type of function you are performing are Retailer, 33%
of the Type of function you are performing are Dealer, 33% of the Type of function
you are performing are both.
Table 7:

Since how long are you associated with the dealers


Frequency Percent Valid Percent Cumulative
Percent
25 25.0 25.0 25.0
>4 Years

25 25.0 25.0 50.0


>8 Years

Valid 25 25.0 25.0 75.0


>l2 Years

25 25.0 25.0 100.0


>16 Years

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-7 25% of the since how long are you associated with the dealers are
>4 Years, 25% of the since how long are you associated with the dealers are >8
Years, 25% of the since how long are you associated with the dealers are >l2 Years,
25% of the since how long are you associated with the dealers are >16 Years.
Table 8:

How many god owns do you have


Frequency Percent Valid Percent Cumulative
Percent

1 20 20.0 20.0 20.0

2 20 20.0 20.0 40.0

3 20 20.0 20.0 60.0

Valid 4 20 20.0 20.0 80.0

20 20.0 20.0 100.0


Morethan4

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-8 25% of the How many go downs do you have are 1, 25% of the
How many go downs do you have are 2, 25% of the How many go downs do you
have are 3, 25% of the How many go downs do you have are 4, 25% of the How
many go downs do you have are Morethan4.
TABLE 9

Whether the go downs are

Frequency Percent Valid Percent Cumulative


Percent

Hired 50 50.0 50.0 50.0

50 50.0 50.0 100.0


Valid Personal

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-9 50% of the whether the go downs are Hired, 50% of the whether
the go downs are Personal.
Table 10:

What 1type of products do you deal in

Frequency Percent Valid Percent Cumulative


Percent

Steel Products 33 33.0 33.0 33.0

34 34.0 34.0 67.0


Aluminum Materials

Valid
All type of raw 33 33.0 33.0 100.0
Materials

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-10 33% of the What 1 type of products do you deal in are Steel
Products, 34% of the What 1 type of products do you deal in are Aluminum
Materials, 33% of the What 1 type of products do you deal in are All type of raw
Materials.
Table 11:

What market do you operate in

Frequency Percent Valid Percent Cumulative


Percent

Local Market 50 50.0 50.0 50.0

50 50.0 50.0 100.0


Local and Outside
Valid
Market

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-11 50% of what market do you operate in are Local Market, 50% of
what market do you operate in are Local and Outside Markets.
Table 12:

What number of staff do you have in your Pumps

Frequency Percent Valid Percent Cumulative


Percent

500 26 26.0 26.0 26.0

400 25 25.0 25.0 51.0

800 26 26.0 26.0 77.0


Valid
23 23.0 23.0 100.0
Mon: than 1000

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-12 26% of the What number of staff do you have in your Pumps are
500, 25% of the What number of staff do you have in your Pumps are 400, 26% of
the What number of staff do you have in your Pumps are 800, 23% of the What
number of staff do you have in your Pumps are Mon: than 1000.
Table 13:

Measuring cutting materials you prefer most


Frequency Percent Valid Percent Cumulative
Percent
25 25.0 25.0 25.0
Smoothness

Brightness 25 25.0 25.0 50.0


Valid
Bulk 25 25.0 25.0 75.0

Opacity 25 25.0 25.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-13 26% of the Measuring cutting materials you prefer most are 500,
25% of the Measuring cutting materials you prefer most are 400, 26% of the
Measuring cutting materials you prefer most are 800, 23% of the Measuring cutting
materials you prefer most are Mon: than 1000.
Table 14:

Which problem have you generally faced with SIVA Pumps

Frequency Percent Valid Cumulative


Percent Percent

See thoroughness 25 25.0 25.0 25.0

collecting waste 25 25.0 25.0 50.0

materials
Valid
Cutting Operations 25 25.0 25.0 75.0

Other 25 25.0 25.0 100.0

Total 100 100.0 100.0


Chart

Which problem have you generally faced with SIVA Pumps

Frequency Percent Valid Cumulative


Percent Percent

25 25.0 25.0 25.0


See thoroughness
collecting waste 25 25.0 25.0 50.0
materials
25 25.0 25.0 75.0
Valid Cutting Operations
25 25.0 25.0 100.0
Other

100 100.0 100.0


Total

INTERPRETATION:

From the table-14 25% of the Which problem have you generally faced with Siva
Pumps are See thoroughness, 25% of Which problem have you generally faced with
Siva Pumps are collecting waste materials, 25% of the Which problem have you
generally faced with Siva Pumps are Cutting Operations, 25% of the Which problem
have you generally faced with Siva Pumps are Other.
Table 15:

How do you place the order and how frequently

Frequency Percent Valid Cumulative


Percent Percent

Weekly 26 26.0 26.0 26.0

Fortnightly 24 24.0 24.0 50.0

Monthly 25 25.0 25.0 75.0


Valid
Once (in a whole 25 25.0 25.0 100.0

year)

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-15 26% of the How do you place the order and how frequently are
Weekly, 24% of How do you place the order and how frequently are Fortnightly,
25% of the How do you place the order and how frequently are Monthly, 25% of the
How do you place the order and how frequently are Once (in a whole year).
Table 16:

From where do you purchase the Steel rad

Frequency Percent Valid Percent Cumulative


Percent

51 51.0 51.0 51.0


Supply Raw Material

Valid Directly from the 49 49.0 49.0 100.0

Factory

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-16 51% of the From where do you purchase the Steel rad are Supply
Raw Material, 49% of From where do you purchase the Steel rad are Directly from
the Factory.
TABLE 17

Are advertisements required to serve the purpose better

Frequency Percent Valid Percent Cumulative


Percent

Yes 51 51.0 51.0 51.0

Valid No 49 49.0 49.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-17 51% of the Are advertisements required to serve the purpose better
are Yes, 49% of Are advertisements required to serve the purpose better are No.
Table 18:

A brand Ambassador then advertising for the Pumps products

Frequency Percent Valid Percent Cumulative


Percent

Yes 52 52.0 52.0 52.0

Valid No 48 48.0 48.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-18 52% of the A brand Ambassador or then advertising for the Pumps
products are Yes, 48% of A brand Ambassador or then advertising for the Pumps
products are No.
Table 19:

Who are your frequent consumers

Frequency Percent Valid Percent Cumulative


Percent

26 26.0 26.0 26.0


Corporate Professionals

24 24.0 24.0 50.0


Home Appliances
Valid
25 25.0 25.0 75.0
Motor Companies

25 25.0 25.0 100.0


Engineering Works

100 100.0 100.0


Total
Chart

INTERPRETATION:

From the table-19 26% of the Who are your frequent consumers are Corporate
Professionals, 24% of Who are your frequent consumers are Home Appliances, 25%
of the Who are your frequent consumers are Motor Companies, 25% of Who are
your frequent consumers are Engineering Works.
TABLE 20

Is the current packaging of SIVA Pumps products attractive safe

Frequency Percent Valid Percent Cumulative


Percent

Yes 50 50.0 50.0 50.0

Valid No 50 50.0 50.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-20 26% of the Is the current packaging of Siva Pumps products
attractive safe are Yes, 24% of Is the current packaging of Siva Pumps products
attractive safe are No.
Table 21:

Which type of consumer responses forwards the products


Frequency Percent Valid Percent Cumulative
Percent

25 25.0 25.0 25.0


Highly positive

Positive 25 25.0 25.0 50.0


Valid
Moderate 25 25.0 25.0 75.0

Negative 25 25.0 25.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-21 25% of the Which type of consumer responses forwards the
products are Highly positive, 25% of Which type of consumer responses forwards
the products are Positive, 25% of the Which type of consumer responses forwards
the products are Moderate, 25% of Which type of consumer responses forwards the
products are Negative.
Table 22:

What method of sales do you approach


Frequency Percent Valid Percent Cumulative
Percent

Phone 34 34.0 34.0 34.0


33 33.0 33.0 67.0
Commerce

Valid
33 33.0 33.0 100.0
Direct Sales

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-22 34% of the What method of sales do you approach are Phone,
33% of What method of sales do you approach are Commerce, 33% of the What
method of sales do you approach are Direct Sales.
TABLE 23
During which period of year you register maximum sales

Frequency Percent Valid Percent Cumulative


Percent
lst qtr 25 25.0 25.0 25.0
25 25.0 25.0 50.0
2nd qtr

25 25.0 25.0 75.0


Valid 3rd qtr

25 25.0 25.0 100.0


4th qtr

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-23 25% of the During which period of year you register maximum
sales are lst qtr, 25% of the During which period of year you register maximum sales
are 2nd qtr, 25% of the What the During which period of year you register maximum
sales are 3rd qtr, 25% of the What the During which period of year you register
maximum sales are 4th qtr.
TABLE 24
What is your expectation from SIVA Pumps
Frequency Percent Valid Percent Cumulative
Percent
25 25.0 25.0 25.0
Incentive

25 25.0 25.0 50.0


Discounts
Valid
Credit 25 25.0 25.0 75.0

Others 25 25.0 25.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-24 25% of the What is your expectation from Siva Pumps Incentive,
25% of the What is your expectation from Siva Pumps are Discounts, 25% of the
What the What is your expectation from Siva Pumps are Credit, 25% of the What is
your expectation from Siva Pumps are Others.
Table 25:

Possible threats to SIVA Pumps from competitors

Frequency Percent Valid Percent Cumulative


Percent

New entrants 24 24.0 24.0 24.0

Sales & distribution 26 26.0 26.0 50.0

network
Valid
Price 26 26.0 26.0 76.0

Others 24 24.0 24.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-25 24% of the Possible threats to Siva Pumps from competitors New
entrants, 26% of the Possible threats to Siva Pumps from competitors are Sales &
distribution network, 26% of the Possible threats to Siva Pumps from competitors
are Price, 24% of the Possible threats to Siva Pumps from competitors are Others.
Table 26:

What is your means of shipment

Frequency Percent Valid Percent Cumulative


Percent

Lorry 34 34.0 34.0 34.0

32 32.0 32.0 66.0


Truck transport
Valid

Others 34 34.0 34.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-26 34% of the What is your means of shipment are Lorry, 32% of the
What is your means of shipment are Truck transport, 34% of the What is your means
of shipment are Others.
TABLE 27

Motivational Sales Scheme from SIVA Pumps dealers

Frequency Percent Valid Percent Cumulative


Percent

Yes 50 50.0 50.0 50.0

Valid No 50 50.0 50.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-27 50% of the Motivational Sales Scheme from Siva Pumps dealers
are Yes, 50% of the Motivational Sales Scheme from Siva Pumps dealers are No.
Table 28:

Company solving your queries receiving feedback

Frequency Percent Valid Percent Cumulative


Percent

34 34.0 34.0 34.0


Via-telephone

Valid Direct visit 33 33.0 33.0 67.0

Others 33 33.0 33.0 100.0

Total 100 100.0 100.0


Chart

INTERPRETATION:

From the table-28 34% of the Company solving your queries receiving feedback are
Via-telephone, 33% of the Company solving your queries receiving feedback are
Direct visit, 33% of the Company solving your queries receiving feedback are
Others.
TEST

T-TEST

Case Processing Summary


Cases
Included Excluded Total
N Percent N Percent N Percent
Experience of the 100 84.7% 18 15.3% 118 100.0
respondents * %
What market do
you operation

Report
Experience of the respondents
What market do you Mean N Std.
operation Deviation
Local Market 2.2000 50 1.06904
Local and Outside 2.6200 50 1.08590
Market
Total 2.4100 100 1.09263
CORRELATION:

Correlations
Income of the Since how
respondents long are you
associated with
the dealers

1 .272**
Pearson Correlation
Income of the respondents
Sig. (2-tailed) .006
N 100 100
.272** 1
Since how long are you Pearson Correlation
associated with the
Sig. (2-tailed) .006
dealers
N 100 100
**. Correlation is significant at the 0.01 level (2-tailed).
CHI-SQUARE TEST

Gender of the respondents


Observed Expected Residu
N N al
Male 50 50.0 .0
Femal 50 50.0 .0
e
Total 100

Possible threats to Siva Pumps from competitors


Observed Expected Residu
N N al
New entrants 24 25.0 -1.0
Sales & distribution 26 25.0 1.0
network
Price 26 25.0 1.0
Others 24 25.0 -1.0
Total 100
Test Statistics
Gender of the Possible threats to
respondents Siva Pumps from
competitors

.000a .160b
Chi-Square

df 1 3
1.000 .984
Asymp. Sig.

a. 0 cells (0.0%) have expected frequencies less than 5. The


minimum expected cell frequency is 50.0.

b. 0 cells (0.0%) have expected frequencies less than 5. The


minimum expected cell frequency is 25.0.
ANOVA TEST

ANOVA
Type of function you are performing
Sum of df Mean Square F Sig.
Squares
21.043 2 10.522 22.213 .000
Between Groups

45.947 97 .474
Within Groups

Total 66.990 99
CHAPTER-V

FINDINGS, SUGGESTIONS, CONCLUSION

FINDINGS:

It can be 26% of the Employee age are 20-30 years, 30% of the Employee age are
30-35 years, 22% of the Employee age are 35-40 years, and 22% of the Employee
age are Above 40.
It can be 50% of the Employee Gender of the respondents are Male, 50% of the
Employee Gender of the respondents are Female.
It can be 25% of the Employee Educational qualifications are SSLC, 29% of the
Employee Educational qualifications are HSC, 23% of the Employee Educational
qualifications are Graduate, and 23% of the Employee Educational qualifications are
Post graduate.
It can be 24% of the Employee Income of the respondents are 10000-20000, 30% of
the Employee Income of the respondents are 20000-30000, 25% of the Employee
Income of the respondents are 30000-40000, and 21% of the Employee Income of
the respondents are Above 40000.
It can be 26% of the Employee Experience of the respondents are 1-2 years
experience, 28% of the Employee Experience of the respondents are 2-3 years
experience, 25% of the Employee Experience of the respondents are 3-4 years
experience, and 21% of the Employee Experience of the respondents are Above 5
years experience.
It can be 34% of the Type of function you are performing are Retailer, 33% of the
Type of function you are performing are Dealer, 33% of the Type of function you
are performing are both.
It can be 25% of the since how long are you associated with the dealers are >4 Years,
25% of the since how long are you associated with the dealers are >8 Years, 25% of
the since how long are you associated with the dealers are >l2 Years, 25% of the
since how long are you associated with the dealers are >16 Years.
It can be 25% of the How many go downs do you have are 1, 25% of the How many
go downs do you have are 2, 25% of the How many go downs do you have are 3,
25% of the How many go downs do you have are 4, 25% of the How many go downs
do you have are Morethan4.
It can be 50% of the whether the go downs are Hired, 50% of the whether the go
downs are Personal.
It can be 33% of the What 1 type of products do you deal in are Steel Products, 34%
of the What 1 type of products do you deal in are Aluminum Materials, 33% of the
What 1 type of products do you deal in are All type of raw Materials.
It can be 50% of what market do you operate in are Local Market, 50% of what
market do you operate in are Local and Outside Markets.
It can be 26% of the What number of staff do you have in your Pumps are 500, 25%
of the What number of staff do you have in your Pumps are 400, 26% of the What
number of staff do you have in your Pumps are 800, 23% of the What number of
staff do you have in your Pumps are Mon: than 1000.
It can be 26% of the Measuring cutting materials you prefer most are 500, 25% of
the Measuring cutting materials you prefer most are 400, 26% of the Measuring
cutting materials you prefer most are 800, 23% of the Measuring cutting materials
you prefer most are Mon: than 1000.
It refers 25% of the Which problem have you generally faced with Siva Pumps are
See thoroughness, 25% of Which problem have you generally faced with Siva
Pumps are collecting waste materials, 25% of the Which problem have you
generally faced with Siva Pumps are Cutting Operations, 25% of the Which problem
have you generally faced with Siva Pumps are Other.

It can be 26% of the How do you place the order and how frequently are Weekly,
24% of How do you place the order and how frequently are Fortnightly, 25% of the
How do you place the order and how frequently are Monthly, 25% of the How do
you place the order and how frequently are Once (in a whole year).
It refers 51% of the From where do you purchase the Steel rad are Supply Raw
Material, 49% of From where do you purchase the Steel rad are Directly from the
Factory.
It refers 51% of the Are advertisements required to serve the purpose better are Yes,
49% of Are advertisements required to serve the purpose better are No.
It refers 52% of the A brand Ambassador or then advertising for the Pumps products
are Yes, 48% of A brand Ambassador or then advertising for the Pumps products
are No.
It can be 26% of the Who are your frequent consumers are Corporate Professionals,
24% of Who are your frequent consumers are Home Appliances, 25% of the Who
are your frequent consumers are Motor Companies, 25% of Who are your frequent
consumers are Engineering Works.
It refers 26% of the Is the current packaging of Siva Pumps products attractive safe
are Yes, 24% of Is the current packaging of Siva Pumps products attractive safe are
No.
It can be 25% of the Which type of consumer responses forwards the products are
Highly positive, 25% of Which type of consumer responses forwards the products
are Positive, 25% of the Which type of consumer responses forwards the products
are Moderate, 25% of Which type of consumer responses forwards the products are
Negative.
It can be 34% of the What method of sales do you approach are Phone, 33% of What
method of sales do you approach are Commerce, 33% of the What method of sales
do you approach are Direct Sales.
It refers 25% of the During which period of year you register maximum sales are lst
qtr, 25% of the During which period of year you register maximum sales are 2nd qtr,
25% of the What the During which period of year you register maximum sales are
3rd qtr, 25% of the What the During which period of year you register maximum
sales are 4th qtr.
It can be 25% of the What is your expectation from Siva Pumps Incentive, 25% of
the What is your expectation from Siva Pumps are Discounts, 25% of the What the
What is your expectation from Siva Pumps are Credit, 25% of the What is your
expectation from Siva Pumps are Others.
It refers 24% of the Possible threats to Siva Pumps from competitors New entrants,
26% of the Possible threats to Siva Pumps from competitors are Sales & distribution
network, 26% of the Possible threats to Siva Pumps from competitors are Price, 24%
of the Possible threats to Siva Pumps from competitors are Others.
It refers to 34% of the What is your means of shipment are Lorry, 32% of the What
is your means of shipment are Truck transport, 34% of the What is your means of
shipment are Others.
It refers to 50% of the Motivational Sales Scheme from Siva Pumps dealers are Yes,
50% of the Motivational Sales Scheme from Siva Pumps dealers are No.
It can be 34% of the Company solving your queries receiving feedback are Via-
telephone, 33% of the Company solving your queries receiving feedback are Direct
visit, 33% of the Company solving your queries receiving feedback are Others.
SUGGESSTON:

Thus here by on the basis of my understanding & observation. I would like to


put forward few suggestions & recommendations to the company: 5 well as on the
entire topic as well. The company should sustain the availability of good quality of
raw material (forest based) & bulk import of waste Pumps to supplement the
availability of raw material. Also with respect to above statement l would like to
recommend the company to ecotage a forestation. in the nearby locations such as
Rampur from where the major source of raw material is supplied i.e. euailypt us &
popular trees. for w.p.p (wood based Pumps plum) (major Pumps manufacturing
plant). R&D technological absorption should be emphasized upon to enhance the
productivity by maintaining the quality of Copier/writing/printing paper. The
company should make good prole investments in advertisements which are directly
linked with customers. I would also like to recommend the company to hire a brand
ambassador for the advisement purpose. it may be any celebrity. However if the
company feels like that this investment would be a cost burden they can look for
some socially renowned face who has a premium image & is available at cheaper
rates The company should take new Our the promotion of the pundits. It should
make we of more election marketing techniques in occur to sustain its clients.
CONCLUSION:

During the research process it was found that an amazing world of big
machineries & their process which were in continuous operation to deliver the nal
product. It can never be thought that developing a small sheet of Pumps would
require such immense & arduous tasks of both men & machinery. Also. apart from
processes some major findings on behalf of the data collected from in and outside
the Pumps industry helped in drawing a cenain conclusion. lt can cited as follows:
The new era of upcoming generation is going to be knowledge based. so demand for
Pumps would go on increasing in upcoming years. In view of Pumps industry's
strategic role for the society & also for the overall industrial growth it is necessary
that the Pumps industry performs well. The demand for upstream market of Pumps
products like: BHEL TAMILNADU etc. is growing due to increase in population 81
more & more facilitation. These developments are expected to give ll up to the
industry. Due to industrialization & globalization there is huge demand 8: potential
of Pumps& allied products. Corporate sector. Computerization in banks. nancial &
other institutions has opened a great market opportunity for a new sector that is
COPIER PAPER. As per the information collected through the sales & marketing
department of the company. A major consumption & demand is seen in Delhi &
NCR region where therefore are maximum number of dealers that too with very high
allocated size.
BIBLIOGRAPHY

Books:

C.R Kothari Reseach Methodologies"

V. S. Rammwamy. e1 al: "Marketing Management, 4" Edition. 2009. P.No.- 246-


295

Macmillan Publishers India Ltd.

Web Sources:

0 www.ipma.oo.inIpaper_i nd1.|stry_overview.a<.p

0 hnp://www.ind ianmirroncomfl ndian- ind\.|striesl paper. html

0 hnp://researchwikisxoni/Paper_-i ndia_Marke1ing_Research

www.fao .org

www.oe mu rylemind.com

www.acmeurplus.com

www.google .oo.in

www.wiki pediaorg

www.oe mury Pumps indiacoin


QUESTIONNAIRE

1. Name :

2. Age of the respondents :


a) 20-30 years
b) 30-35 years
c) 35-40 years
d) Above 40 years
3. Gender of the respondents
a) Male
b) Female

4. Educational qualifications
a) SSLC
b) HSC
c) Graduate
d) Post graduate
5. Income of the respondents
a) 10000-20000
b) 20000-30000
c) 30000-40000
d) Above 40000
6. Experience of the respondents

a) 1-2 years experience


b) 2-3 years experience
c) 3-4 years experience
d) Above 5 years experience

7) Type of function you are performing

A) Retailer
B) Dealer
C) Both

8) Since how long are you associated with the dealers to" SIVA Pumps Industries?

A)>4 Years

B) >8 Years

C) >l2 Years

D) >16 Years.

9) How many go downs do you have?

A) 1

B) 2

C) 3

D) 4

E) Morethan4
10) Whether the go downs are?

A) Hired

B) Personal.

11) Wha1 type of products do you deal in '.

A) Steel Products

B) Aluminum Materials

C) All type of raw Materials

12) What market do you operate in?

A) Local Market

B) Local and Outside Market

13) What number of staff do you have in your Pumps ?

A) 500

B) 400

C) 800

D) Mon: than 1000


14) Which of the quality attributes for Measuring & cutting materials you prefer
most in terms of customer preferences?

A) Smoothness

B) Brightness

C) Bulk

D) Opacity.

l5) Which problem have you generally faced with SIVA Pumps?

A) See thoroughness

B) Collecting waste materials

C) Cutting Operations

D) Other.

I6) How do you place the order and how frequently?

A) Weekly

B) Fortnightly

C) Monthly

D) Once (in a whole year)


I7) where do you purchase the Steel rad?

A) Supply Raw Material

B) Directly from the Factory.

I8) Are advertisements required to serve the purpose better?

A) Yes

B) No

I9) Do you feel like that hiring a brand Ambassador & then advertising for the Pumps
products would be helpful in generating more volume of sales for the Company?

A) Yes

B) No

20) Who are your frequent consumers?

A) Corporate Professionals

B) Home Appliances

C) Motor Companies

D) Engineering Works

21) Is the current packaging of Siva Pumps products attractive & safe?

A) Yes

B) No
22) Which type of consumer responses forwards the products of SIVA Pumps.

A) Highly positive

B) Positive

C) Moderate

D) Negative.

23) What method of sales do you approach?

A) Phone

B) Commerce

C) Direct Sales

24) During which period of year you register maximum sales?

A) lst qtr.

B) 2nd qtr.

C) 3rd qtr

D) 4th qtr.

25) What is your expectation from SIVA Pumps?

A) Incentive

B) Discounts

C) Credit

D) Others.
26) What according to you are the possible threats to SIVA Pumps from
competitors?

A) New entrants

B) Sales & distribution network

C) Price

D) Others

27) What is your means of shipment?

A) Lorry

B) Truck transport

C) Others

28) Do you receive motivational sales scheme from SIVA Pumps dealers?

A) Yes

B) No

29) What is the mode of company solving your queries & receiving feedback?

A) Via-telephone

B) Direct visit

C) Others.

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