"Every year millions of drill bits are sold in spite of the fact that nobody really

wants them. They want holes." 

Drill Bits:

To drill a satisfactory hole in any material, the correct type of drill bit must be used; it must be used
correctly and be sharpened as appropriate.

Many jobs around the house require a hole of some kind to be drilled - whether it is putting up a shelf,
building a cabinet or hanging a light fitting.

For basic requirements, a set of high-speed steel twist drills and some masonry bits will probably be
sufficient for the average handyman. But for more sophisticated jobs/material, others bits will be
required - perhaps larger, or designed for a specific material/purpose.

Good quality drill bits can be expensive, so take care of them, keep them in a case or box if possible,
rather than allowing them to roll around loose in a toolbox where the cutting edges may be damaged.

Learning how to sharpen drill bits is cost effective, it better to keep a bit sharp by occasional
sharpening rather than waiting until it becomes really blunt. A sharp bit cuts better with less effort
whether used in a power or hand drill. A sharp bit will also give a cleaner hole.

Types:

Twist bits

Screwdriver bit drills

Masonry bit

Spur point bit

Bullet Pilot Point

Countersink

Countersink with clearance drill

Tile Bit

Flat wood bit

Hole saw

Combination hole saw

Forstner bit
Wood Auger bit
The diameter-to-length ratio of the drill bit is usually between 1:1 and 1:10. Much higher ratios are
possible (e.g., "aircraft-length" twist drills, pressured-oil gun drills), but the higher the ratio, the greater the
technical challenge of producing good work.

Tool geometry

Workpiece
Point angle Helix angle Lip relief angle
material

Aluminum 90 to 135 32 to 48 12 to 26

Brass 90 to 118 0 to 20 12 to 26

Cast iron 90 to 118 24 to 32 7 to 20

Mild steel 118 to 135 24 to 32 7 to 24

Stainless steel 118 to 135 24 to 32 7 to 24

Plastics 60 to 90 0 to 20 12 to 26

Materials used:

Steels

 Soft low carbon steel bits are used only in wood, as they do not hold an edge well and require
frequent sharpening. Working with hardwoods can noticeably shorten their lifespan. They are cheaper
than longer-lived bits.
 Bits made from high carbon steel are an improvement on low-carbon steel due to the hardening
and tempering capabilities of the material. These bits can be used on wood or metal, but lose
their temper, resulting in a soft cutting edge, if overheated.
 High speed steel (HSS) is a form of tool steel; HSS bits are much more resistant to heat. They
can be used to drill metal, hardwood, and most other materials at greater cutting speeds than carbon
steel bits, and have largely replaced carbon steels in commercial applications.
 Cobalt steel alloys are variations on high speed steel which contain more cobalt. Their main
advantage is that they hold their hardness at much higher temperatures, so they are used to
drill stainless steel and other hard materials. The main disadvantage of cobalt steels is that they are
more brittle than standard HSS.
Others

 Tungsten carbide and other carbides are extremely hard materials that can drill in virtually all
materials while holding an edge longer than other bits. Due to their brittleness and high cost they are
mainly used for drill tips, small pieces of hard material fixed or brazed onto the tip of a bit made of
less hard metal. However, it is becoming common in job shops to use solid carbide drills, and in
certain industries, most notably PCB drills, it has been commonplace for some time.
 Polycrystalline diamond (PCD) is among the hardest of all tool materials and is therefore
extremely wear-resistant. It consists of a layer of diamond particles, typically about 0.5 mm (0.019")
thick, bonded as a sintered mass to a tungsten carbide support. Bits are fabricated using this material
by either brazing small segments to the tip of the tool to form the cutting edges, or by sintering PCD
into a vein in the tungsten carbide "nib". The nib can later be brazed to a carbide shaft and ground to
complex geometries that cause braze failure in the smaller "segments". PCD bits are typically used in
the automotive, aerospace, and other industries to drill abrasive aluminum alloys, carbon fiber
reinforced plastics and other abrasive materials, and in applications where machine downtime to
replace or sharpen worn drills is exceptionally costly.
[edit]Coatings

 Black oxide is an inexpensive black coating. A black oxide coating provides heat resistance and
lubricity, as well as corrosion resistance. These result in a longer drill life than the typical uncoated
high-speed steel drill.
 Titanium nitride (TiN) is a very hard ceramic material, and when used to coat a high-speed steel
bit (usually twist bits), can extend the cutting life by three or more times. A titanium nitride bit cannot
be properly sharpened, as the new edge will not have the coating, and will not have any of the
benefits the coating provided.
 Titanium aluminum nitride (TiAN) is another coating frequently used. It is considered superior
to TiN and can extend tool life five or more times.
 Titanium carbon nitride (TiCN) is another coating and is also superior to TiN.
 Diamond powder is used as an abrasive, most often for cutting tile, stone, and other very hard
materials. Large amounts of heat are generated, and diamond coated bits often have to be water
cooled to prevent damage to the bit or the workpiece.
 Zirconium nitride has also been used as a drill bit coating for some Craftsman tools.
Indian Market:

Competitors are Bosch, Electrex, JCRDrillsol Pvt. Ltd,

Core benefit

It refers to the service or benefit the customer is really buying. As the hand driller ismainly used to
make holes, the core benefit derived from a hand drill is holes. So, a buyerof a driller is buyingʻholesʼ.
Basic product

The core benefit of making holes is converted into a form of basic product. This isexemplified in
the form of a hand tool used along with a hammer to make holes. Thisinvolves manual exertion of energy.
Another example of a basic product is that of a handrun driller. This driller is used widely in case of
carpentry; this product has a a lever on theside by rotating which the Bit moves and thereby helps in
making holes. This however islimited to soft surfaces like wood.
Expected product

This relates to the set of attributes and conditions the buyer normally expects whenthey purchase
this product. A user of a hand driller expects that the product is automatedand involves minimum physical
effort. Also it is expected that the product is easy to useand handle.

An augmented product exceeds customer expectations. A Bosch hand driller can beused without
wires. It comes with a battery option where the driller can be run by thebattery. Another added value is
multiple size of holes and screwdriver. A black and deckerdriller comes with automatic speed increasing
option and lock so that the user does nothave to hold on to the drill button. Differentiation is done on the
basis of productaugmentation. This leads marketers to look at userʼs total consumption system.

As it has been seen it is not just the product by itself that drives the purchases butthe additional
aspects such as packaging, services, advertising, customer advise,financing, delivery arrangements and
such other elements that users value. A Bosch 2 in 1driller comes with a toolbox option which is a small
briefcase which can hold the driller andmany other essential tools. Packaging is an important aspect and
one of the more popularitems is from Bosch which is in the form of a toolkit. Drills from powertex sell
mainly due toits packaging. Moreover, Bosch scores over its competitors for its after sales serviceswhich
come with aʻ5 Day Repair Promiseʼ.
Potential product

A potential product encompasses all possible augmentations and transformations that the
product may undergo in the future. Usage of Hand drills include a risk of injury and in future we can
expect products which can be modified to warn when there is possibility ofrisk. Presently, the drill bits
have to be procured separately which may be combined to make a potential product. Additionally, Bosch
is aiming to integrate many tools into one equipment. Many similar tool require a motor and by changing
the head and the bit, these drill can be used to perform other activities like polishing and cutting.

Most of the hand drills are not highly priced and can be procured without the aid of finance.
However, Bosch tools come with a warranty of 3 years. The direct and convenient Bosch Repair Service
provides warranty repairs and chargeable repairs to Bosch products. As a service promise to you Bosch
customers, the company has developed the
ʻ5 Day Repair Promiseʼ, where they aim to complete all warranty repairs within 5 working
days. The 13 mm versions of Electrex, Bosch, and Eastman were priced at Rs. 2150/-, Rs.3600/- and Rs.
1850/- respectively. Electrex was preferred by small time workshops and many medium size concerns.
The main reason being its value for money. Even the sellers claim that Electrex is more popular and has
low maintenance costs, while drills from Bosch have higher maintenance costs and the spares are
costlier. Eastman, however, isconsidered as a product of inferior quality and limited life. Other substitutes
which arepopular include powertex and Akari which are priced at Rs. 2800/- and Rs. 2300/-respectively.
The main driver of sale in their case is their drills is the packaging which is very similar to that of Bosch’s.
Methodology:

In order to learn about the given topic, we have divided the part of our work into 2parts;
convenience items and capital items. We have chosen soaps as the convenienceitem and hand drill as
the capital item. Data with regard to soaps was collected fromvarious students at Alliance. Additionally,
we had contacted the local vendors tounderstand the usage pattern of soaps.

Data regarding the hand drills was primarily collected from SJP Road in Bangalore which has a
concentration of sellers and users of Hand drills. Additionally, we have contacted workshops in Anekal
and Adugodi.

Both capital and convenience items are different in many ways. Convenience goodsare
extensively distributed. They are available in most stores and move off the shelvesvery fast. On the other
hand capital goods are not available as extensively as conveniencegoods. Purchase of capital goods
involve more complexity as they are priced higher thanmost convenience goods.

Most convenience items face stiff competition from other producers. Margins inthese products
are often wafer thin and business is very competitive. In case of capitalgoods, competition is prevalent but
the players in the industry are limited. Quality is ofessence and people are ready to pay a premium for
better quality and life of the product.

 Packaging plays an important part in the convenience item market as buyers have alot of choice.
On the other hand, capital goods purchases are not driven by packagingalone. The product per se is of
highest importance. That is the reason Bosch and Electrexhas been doing well in the Indian market.

In a market where there is very high competition, communication is of supremeimportance. The
reason a Dove soap is more popular than a Nivea soap is because of thevalue that is communicated.
Dove is promoted through various channels effectively,whereas the same cannot be seen in Nivea
although they have the same attributes. Onthe other hand a capital goods are purchases more based on
their merit and word ofmouth advertising. A high level of personal selling can be seen in case of capital
goods.

The convenience items are targeted at the mass consumer market while capitalgoods like Hand
drills have a smaller niche market. Hand drills are mainly used byworkshops and engineering concerns