A

SUMMER TRANNING PROJECT REPORT

ON
“MARKET SURVEY OF CUSTOMER
SATISFACTION ABOUT BIRLA POWER
GENERATOR”

Submitted in partial fulfillment for the award of

MASTER OF BUSINESS ADMINISTRATION
G.B. Technical University, Lucknow

SUBMITTED BY

PARAS KUMAR
M.B.A. III SEM.
ROLL NO. 0927170051

Under the guidance of

MS. MANISHA JAIN

Faculty of MBA

(FACULTY, BHARAT INSTITUTE OF TECHNOLOGY)

BHARAT INSTITUTE OF TECHNOLOGY, BYPASS ROAD,
PARTAPUR, MEERUT
(2009-2011)

1
 STUDENT DECLARATION

I, Paras Kumar , student of MBA at DJCET, Modinagar hereby declare that the project

work entitled “Market survey of customer satisfaction about Birla Power Generator”

is compiled and submitted under the guidance of Ms. Manisha Jain , Faculty of

Management , BIT Meerut

Whatever information furnished in this project report is true to the best of my knowledge,

this is my original work and has not been submitted any where earlier for any other

degree.

Date:

Place:

PARAS KUMAR

M.B.A. III SEM.

ROLL NO. 0927170051

2
 AKNOWLEDGEMENT

Presenting a Summer Training project of this type is an arduous task, demanding a lot of

time. I cannot in full measure appreciate and acknowledgement the kindness shown and

help extended by various persons in this endeavor. I will remember all of them with

gratitude.

I must, however, especially Render & My special sincere thanks towards

Mr. Anil Kanwar (Branch Manager, Su-Kam Power System Limited, Gurgaon,), for

giving me a chance to take this project and for his valuable guidance, which helped me

on all those points, which I needed to include in, with full intensity.

My sincere thanks are also due to Col. Mr. Atul Tyagi & Ms. Manisha Jain , Faculty

of Management , BIT Meerut for their significant help extended for the successful

completion of the project. I highly the help I got from them in providing me and lot of

information regarding the functioning of this organization.

I am really appreciative this organization (Birla Power Generator mills, including all

employees) for full co-operation, support and motivation that they extended to me in

completing my project here.

I am always beholden to my God, for always being with me and showing me the right

ways, my family, for always doing favors to me and my friends and colleagues

consistently helped with encouragement and criticism throughout the project work, for

3
always lifting my sights to higher vision, raising my personality beyond normal limitation

and for realizing me my strengths and potential, as I did not always welcome her

exhortation, “try again; you can do better.” But this project owes a great deal to it – and

so do I.

PARAS KUMAR

M.B.A. III SEM.

ROLL NO. 0927170051

4
 PREFACE

The motive behind this project is to know the consumer satisfaction survey towards start

Generator. I researched about companies and its effectiveness in the eye of customers. In

this project I analyze these strategy and done the survey and give some recommendation

and their benefits to increase their effectiveness.

The battery was formed as 3rd Troop (later renamed 1st Troop) around 1809 when the East

India Company governed Bengal and extending its trade and influence into the Indian

territories. The Bengal Horse Artillery was formed to give quick fire support to the

armies of the East India Company. It was 3 rd Troop Bengal Horse Artillery, which was to

become L Battery.

Before being absorbed into the Royal Artillery in 1861 the 1 st Troop of the 3rd Brigade,

Bengal Horse Artillery (as it had become) saw service in the Indian Mutiny. Here the first

of four Victoria Crosses was awarded to Gunner Conolly. During action against

mutineers Gunner Conolly was wounded three times but remained at his gun until a

counter attack was launched by the infantry and the situation restored.

 After the Indian Mutiny, the dominions of the East India Company were made over to

the crown and the Bengal Horse Artillery was disbanded. Therefore in 1861 the Troop

became “F” Battery Royal Horse Artillery and 1889 renamed as L Battery Royal Horse

Artillery. Very little action took place between then and 1914.

This project report highlights the company profile, their group of companies and survey

about the customer satisfaction.

We are surveying the different companies in Delhi..

5
 CONTENT

Page

No.

 EXECUTIVE SUMMARY 1

 OBJECTIVE OF THE PROJECT 4

 INTRODUCTION TO TOPIC 6

 COMPANY PROFILE 18

 RESEARCH METHAODOLOGY 56

 SWOT ANALYSIS 67

 DATA ANALYSIS & INTERPRETATION 70

 FINDINGS 78

 LIMITATION 80

 CONCLUSION 82

 RECOMMENDATION & SUGGESTIONS 85

 BIBLIOGRAPHY 88

 ANNEXURE 90

6
7
 EXECUTIVE SUMMARY

The project aims to gain an insight in the mind of the executives about the brand Or pat

Home Appliances Product. It entails an in depth study of the ways the executive makes

his purchases in the market. The project aims to study the perception and attitude of the

executives in a way, bending away from the mainstream selective understanding about

the executives. The project entails preparing a questionnaire, which has questions ranging

from open ended to close ended and also questions, which are a combination of both the

types.

The Project entitled “Market survey of customer satisfaction about Birla Power

Generator” was assigned the researcher.

In survey, the researcher went through various mentioned areas in DELHI for the

collection of data.

In the project the most important part was to study the Brand awareness of Su-

kam power system Ltd. Home Appliances product and its competitors, to understand the

level of awakening visibility of Or pat Home appliances and its competitors & thinking of

executives towards them and finally approaching to certain measures to overcome the

unfavorable conditions, if any. For achieving this goal, the research took the following

steps:

1. The researcher met several executives enjoying various Home appliances product

in every area, as per information provided.

8
2. The researcher not only collected executives’ views about the various respective

products they are using, but also compared it, according to them, with Or pat

Home appliances , as shown in my questionnaire.

1. The researcher was successful in knowing the visibility level of Or pat as well as

its competitors, which is very much responsible for brand awareness.

To collect the data, the research have used Primary as well as Secondary data and under

Descriptive research design; Survey Method has been used to understand the level of

awakening visibility of Su-Kam Home appliances and its competitors.

The findings of the survey will be a raw data. This data will be analyzed further to

understand the psyche, behavior of the executives and how and what they think before

making any purchase. And also the data will be used to draw an image of the perception

of the executive’s mind about various brands and specifically Su-Kam Home Appliances

Product particular.

9
10
11
 OBJECTIVE OF STUDY

 To study produced variety and product feature.

 To study Birla Power Generator and other Generator.

 To study the consumer penetration of Birla Power Generator.

 To study the satisfaction level of consumer with Birla Power Generator.

 To study the market share of Birla Power Generator.

 To study the dicision making of consumer satisfaction.

 To study the need of consumer with Birla Power Generator.

 To contact some of the corporate customers of Birla Power Generator.

 To ensure their satisfaction with Birla Power Generator.

 Devising strategy to increase the sale of Birla Power Generator.

12
13
For many people across India, a candlelight dinner is not a romantic indulgence - it is an

uncomfortable fact of life.

Today, India's power sector not only suffers from gross inadequacy in captive power

generation capacity but also sluggish growth in infrastructure. Exacerbating the problem

is the failure of successive governments to envision the future of the power sector. Things

are so bad today that power tariffs in India today are amongst the highest in the world for

both businesses and households. Ironically, Maharashtra, which is the highest power

generator in India, also faces the longest power cuts and load shedding! Though the

Indian government has finally woken up and is making big plans to augment power

supply, it will be long before supply meets demand.

In the meanwhile, reaping the benefits are the generator and inverter industries. Apart

from the power crisis, other contributing factors for the growth in these sectors are robust

economic growth, rise in household incomes, and the real-estate boom. Indeed, products

like standby power generators, inverters, uninterrupted power supply (UPS) systems and

storage batteries are finding an expanding market, especially this summer.

Market watch

While bigger organisations and residential complexes generally opt for generators,

mostly diesel, smaller offices and households prefer inverters as they are they are

noiseless and pollution-free. Increasing prosperity is fuelling the unprecedented demand

for alternate power solutions.

14
The generator market is inculcating cutting-edge technology and the portable power

market is on an upswing, making the market more lucrative and competitive. The market

size for generators is expected to grow over Rs 10 billion this year. Competition is

estimated to be higher among the manufacturers of smaller generator sets, which are

typically pre-packaged, non-customised, plug-and-play units. This makes them less

expensive and, hence, more attractive to manufacture than custom-built units.

The recent spate of power cuts has also augmented sales of generator sets in the

agricultural sector. The demand in the rural sector is mostly for smaller and cheap

kerosene and diesel gensets, particularly for irrigation, with no particular preference for

brands. For instance, in Punjab most farmers opt for generators below 10 kw - permission

is needed from the Punjab State Electricity Board for installing sets above this capacity.

Meanwhile, the present size of the inverter market in India is about 1.5 million units a

year and growing at a compound annual growth rate (CAGR) of 12 to 14 per cent.

According to a report by Associated Chambers of Commerce and Industry of India

(ASSOCHAM), the hike in the demand for inverters, their batteries and generators is

expected to go up by 20 to 25 per cent in summer months, particularly in the National

Capital Region (NCR). The inverter market alone in the NCR is estimated to be to the

tune of Rs 2,500 crore this summer, with the main demand arising from the residential

sector. The prices of inverter batteries, particularly for brands like Exide and Amaron,

have gone up by nearly Rs 1,000-1,200 in the past few months. The demand of dry and

eco-friendly batteries has also gone up compared to normal batteries.

15
A major share of the inverter market is currently being held by the unorganised sector

and smaller local manufacturers offering cheaper products. The entry of cheap Chinese

products is further fuelling competition. However, zero-overhead costs and the shaky

after-sales service of the unorganised sector has heralded the entry of branded inverters

by companies like SAR Silicon (Luminous), Usha Zentra and Microtek. These companies

offer better after-sales services and constantly upgrade their products technologically.

The big league

Major players in the portable power market are setting the standards in terms of

technology and quality for others to follow. According to FICCI, AC generators

manufactured in India are on a par with international products and consistently deliver

high quality power with high performance. Domestic manufacturers are capable of

manufacturing AC generators right from 0.5 kva to 25,000 kva and above with specified

voltage rating.

For instance, Birla Power Solutions Ltd, formerly Birla Yamaha Ltd, offers a wide range

of 'Ecogen' generators and inverters with features like eco-friendly low emission; hi-tech

alloyed components facilitating low maintenance; special exhaust protection system; twin

fan systems for effective cooling; and powerful technology for quick load responsiveness.

Honda Siel Power Products (HSPP), which brought in India's first LPG-based generator,

also lays strong emphasis on R&D and in-house technical innovation. The super silent

key start generator, LPG generators and other technological innovations are examples of

the company's pursuit for technological excellence. With the focus on environmental and

health issues, genset manufacturers are increasingly conforming to the most stringent

16
Phase II Noise & Emission Norms, as laid down by the Central Pollution Control Board

(CPCB), Government of India.

The inverter industry is also witnessing a lot of technological improvements. Pure sine

wave inverters have considerable potential in the household sector. Earlier inverters were

being used only for specific appliances like PCs but now with the new technology, a

1,000 va inverter can power all household appliances. With microcontroller technology

and DSP technology used in fabrication of components, present-day inverters cost less

but have higher capacity.

The biggest player in the branded inverter segment, Luminous Electronics Pvt Ltd, has

just launched its intelligent inverter series, called 'Compuverter', based on digital signal

processor (DSP) technology. Su Kam has also launched DSP sine wave inverters - a 700

va capacity inverter costs

Rs 7,999. Su-Kam's sine wave inverters are available in capacities ranging from 700 va to

100 kva. Its digital inverters, with capacities ranging between 300 va and 2,000 kva, are

priced between Rs 3,450 and Rs 12,990.

The roadblocks

Though the potential is immense, a lack of product knowledge among customers does

impede the portable power market. Consumers also tend to overlook important technical

details such as resistive loads, type of lubrication, and safety features.

This leads not just to people buying the wrong product for their needs, but operation and

maintenance issues, leaving consumers dissatisfied and ultimately affecting overall sales.

17
Government norms also affect the market. Suppliers and manufacturers of generator sets

and diesel engines have to fulfil certain directives prescribed by the Union Ministry of

Environment and Forests with respect to emission of fumes and noise. Imports too are

covered by these norms. Adherence to these parameters adds to costs, which are passed

on to the customer. Another norm, the CPCB rule intended to cut down noise level to 75

dBA, was introduced this year. According to this, generators must be fitted with

soundproof canopies, and the acoustic enclosures should be of the type approved by

CPCB. This extra investment will hurt the end user.

Another bugbear is the role of the unorganised sector, which currently rules the market

and triggers price wars. Though its products are priced cheaply, they lack efficient after-

sales service and product support, thereby leaving customers in the lurch.

Optimism ahead

Despite these stumbling blocks, Indian genset manufacturers have been relentless in their

efforts to establish and develop market share. Larger companies are now making strategic

decisions to enhance capacity, lower costs and connect with the customer. For example,

BPSL is setting up a new plant for manufacturing LPG and CNG gensets, inverters,

engines and acoustic hoods in Uttaranchal. This will reduce its dependence on traded

products and improve margins. Inverter manufacturers are making inroads into semi-

urban and rural markets too. SAR Silicon is developing specialised products to counter

the extremely unfriendly environment owing to the poor quality of power and expects a

growth of around 60 per cent this fiscal.

18
The future will also see India as a sourcing base for generators and inverters. Honda Siel

hopes to increase shipments by another 10,000 units this fiscal. And the company plans to

make India the sourcing base for select models for Honda's global genset market - it

produces around 5 million portable gensets worldwide.

Finally, new technology too holds great promise for this segment. 'Lean burn gas

gensets', capable of fuel management according to load using cleaner natural gas, and

photovoltaic systems coupled with smaller fossil fuel based generators as backup are the

wave of the future. That's powerful stuff!

A bright future

Microtek International Pvt Ltd is India's largest power products manufacturer, offering

online ups, line interactive ups, digital and sine wave inverters. Vivek Jain, Director,

Marketing, looks at the future of this industry in the context of the bleak power situation

across India.

The current shortage of power has been good news for the inverter industry.

Yes, it has resulted in exponential growth. The inverter industry in India is still

developing. We expect the industry to grow 25 per cent annually and become more

organised. Right now there are a lot of local players. We have registered the maximum

growth in Western India. But the rise in copper and zinc prices is forcing us in turn to

increase the prices of inverters and batteries.

19
How is your company equipped to handle the boom?

Microtek is the only company in India with 10 dedicated manufacturing plants for

inverters. We have recently installed a fully automatic line for inverter manufacturing in

Himachal Pradesh. We have invested around Rs 75 crore in the expansion of our

manufacturing facility. We have a team of more than 400 qualified service engineers and

around 180 service centres across the country. We support a paperless warranty system.

What about competition from China?

China cannot compete with us on quality. Indian power conditions are really tough for

Chinese products to handle.

20
21
 COMPANY PROFILE

CORPORATE PROFILE

BIRLA POWER SOLUTIONS LIMITED

(Formerly Birla Yamaha Limited)

(ISO-9001 & ISO14001 COMPANY)

The Yash Birla group is a part of the prestigious house of the Birlas, started by

Mr.Baldeo Das Birla, the great-great grandfather of our current chairman. The lineage of

yash birla group began with Mr.Rameshwar Das, grandfather of Mr.Ashok Birla, the

sudden demise of Mr.Ashok Birla, in 1990, plunged his son Yashovardhan into the

corporate world. Since then Yash Birla and his group have only emerged stronger than

before. Yash birla has not only brought sick companies to life but has given the group a

dynamic strategy like never before. He gave the Group a dream, a global vision and an

integrated approach.

The yash birla group has a number of companies all over India and under the perfect

leadership of our chairman, we have made successful forays in the areas of Generators,

Multipurpose Engines, Chemicals, Yarns, Pipes, Consumer Durables, Precision Cutting

Tools etc.The Group is now set to make a mark in the IT world as its latest

diversification.

22
Birla Power Solutions Ltd., (BPSL), a Rs.2500 Crore Yash Birla Group Company,

established in April1984 in collaboration with globally renowned Yamaha Motor Co.

JAPAN by dynamic visionary late Shri Ashok Birla. The Company has many a firsts to

its credit. It was the first Company to manufacture portable generators in India in 1986.

The Company has the expertise of manufacturing 2 stroke as well as 4 stroke engines.

The Company is presently producing a wide range of Generators catering to the power

requirements of 500W to 40K.W being fuelled by variety of fuel options like Kerosene ,

Petrol, Diesel, LPG ,CNG ,Biogas etc . It was the 1st Company to roll out Self Start

Gensets and became the 1st Company to launch emission compliant Generators under the

brand name – BIRLA ECOGEN, once again taking a step ahead, to launch low noise

gensets, complying with phase-II noise norms and entering a new era of silent technology

gensets.

BPSL is committed to provide total Power Solution depending upon customer needs by

manufacturing Portable Generators, Inverters, Home UPS. To provide complete Power

Solution to its esteemed customers under one roof company has recently started opening

POWER SHOPPEE across the country.

To support the farming community it includes Water Pumps & Multi Purpose Engines &

its application products such as Power Sprayers & Needle Vibrators and Lawn Mowers,

under the brand name ‘Ecoshakti’. The Company also has plans to increase its range of

Pumpsets and Sprayers in the lower power range.

The company has recently launched POWER TILLER in the brand name “BIRLA

23
HARIT.” The Diesel Engine of 11.5 HP used in it has been manufactured by

“YANMAR”, THE GLOBAL LEADER OF ENGINE MANUFACTURING, with their

latest technology. This Power Tiller will be very useful particularly to the farmers having

small & medium land holdings. The products are extremely compact, light weight,

portable and efficient and shall be very popular in the farming community because of

their reliability, low maintenance and low running cost. In a nutshell, it shall offer

VALUE FOR MONEY TO THE FARMERS.

To match with the market requirement, the company has launched two new products in

Portable Genset segment with the capacity of 900 VA and 5 KVA. With continuous in

house R&D, BPSL have also developed the technology of reduction of heating effect

generated inside the Generators.

The present domestic market share of BPSL Generators is around 32%. Till date, we have

more than 4.5 lac satisfied genset owners and a network of more than 600 dealers, spread

throughout the country. These dealers are given extensive training and are well equipped

to cater to after - sales -service for generators.

The company exports a significant percentage of its production to various countries

around the globe. Both Generators as well as Multi Purpose Engines are gaining

increasing acceptance in the African sub continent, Middle East and Far East countries.

Our products are sold in competition with known and renowned international brand

names.

The modern manufacturing unit is established near Dehradun (Uttarnachal) in a very

24
scenic and serene backdrop of hills & forest, with a capacity of 125,000 Smaller Gensets

and 75,000 Multi Purpose Engines & Higher KVA Gensets of 20000 units per annum.

The total area of the factory is 150000 sq. mtrs and the covered area is 17000 sq. mtrs.

The connected load is 1550 KVA. Though the power availability in the region is good,

Company has DG sets of 850 KVA as stand by captive power.

Alternator shop has fully automatic machines capable of producing single phase self

excited synchronous alternators upto the capacity of 4.5 KVA. The Machine shop has 79

machines out of which 10 are CNC such as CNC Lathes, CNC Machining Centre & CNC

Drill Tap Centre. The Paint shop is having Dip Phosphating to accommodate upto the

cube size of 800 mm and conveyorised electrostatic spray painting alongwith thermic

fluid baking for cube size of 600 mm.

There are 550 employees in the Company out of which around 200 are skilled workmen.

Most of them are ITI educated, and the work culture at the factory is very cordial. There

has been no loss of production due to Industrial issues for the last 3 years as all

employees at all levels are partners in progress. We also extend same philosophy to share

benefits of our existing & innovative products with our channel partners, further extended

to our valued customers across the globe..

BPSL got ISO 9002 certification in October’1998, and has also been awarded ISO14001

certification.

In the year 2002, the company has acquired the stake of Yamaha Motor Company Japan.

BPSL have become one of the few Indian Companies to buy out the equity of our MNC

25
partner. Today, company has become totally self sufficient in all aspects. BPSL is

entering into a new era with constant emphasis on state – of - the - art R &D and

insistence on quality products.

From Gensets to Inverters to Multipurpose Engines you name it, we make it. Today we

are spread across the length & breadth of the country and across the globe with a range of

products, making us India’s largest provider of power solution products. From being a

manufacturer of a single product, we have become a multi-product Company.

Today, Our name is synonymous with reliable power solutions in every Indian household

and hence we decided to rename ourselves in a more apt manner: as Birla Power

Solutions Ltd. We are growing at a great pace by adding new products, developing new

technologies, but the initial idea with which we began is still the same… to power your

dreams.

BIRLA EICHER

Birla Power tiedup with TMTL(Eicher) for manufacturing of DG's with Eicher brand of

Engines.

Eicher Engines (A Unit of Tafe Motors & Tractors Limited) having ‘state of the art ‘

manufacturing unit at Alwar in Rajasthan produces a wide range of world class air cooled

& water cooled engines ranging from 17.8 BHP to 57 BHP in technical collaborations &

tie-ups with ‘Valtra" Finland, 'Ricardo' England, AVL and other reputed companies. The

26
engines are suitable for a range of 7.5 KVA to 45 KVA Diesel Generating Sets.

Eicher Engines envisage growing exponentially in Power Generation segment by

providing "Economical Power Solutions" with customized products & services to cater a

wide range of institutional, private & government customers like Telecom, Petrol pumps,

Govt Departments, Banks, Nursing Homes & various Industries. Eicher Engines have

created an enviable position in the Industry because of commitment towards product

quality and total customer satisfaction.

'Eicher Engines’ Powered' DG sets are the first choice for most corporates such as Bharti

Airtel, Vodafone, Idea, Tata Tele, Ericsson, Motorola, ICICI Prudential, Fullerton India,

More, Citifinancial, IDMC, Essar Retail and many others & the engines are well known

in market for its operational economics, ruggedness & robustness. It has unique &

unmatchable features.

27
   
  Specifications BirlaEcogen EG 700
  4-Stroke, Forced Air Cooled, Side Valve
  Engine Type
  engine

  No. of Cylinder 1
  Bore X Stroke (mm) 48 X 47
Displacement (cc) 85
Comp ratio 5.1:1
Rated O/P (HP/HR) 1.08/3000
Fuel Petrol Start Kerosene Run
Fuel Con. at rated Load
0.53
(ltr/hr)
06 Ltrs  Petrol
Fuel Tank Capacity (ltr)
4.8 Ltrs Kerosene
Lube Oil capacity 480 ML
Ignition System TCI
Starting System Recoil Starter
Generator  
Type Single Phase, Brushes self excited
Phase Single
Rated AC O/P 500 VA

28
 Max. AC Output 600 VA
Voltage 220 V
Current 2.3 A
Frequency 50 Hz
L x W x H (mm) 414 x 298 x 408
Dry Wet (kg) 23.5

   
  Specifications BirlaEcogen EG 800
 
4-Stroke, Forced Air Cooled, Side Valve
  Engine Type
  engine
 
No. of Cylinder 1
  Bore X Stroke (mm) 48 X 47
Displacement (cc) 85
Comp ratio 5.7:1
Rated O/P (HP/HR) 1.3/3000
Fuel Petrol
Fuel Con. at rated Load
0.50
(ltr/hr)
5.5 Ltrs  Petrol
Fuel Tank Capacity (ltr)
NA Kerosene
Lube Oil capacity 480 ML

29
 Ignition System TCI
Starting System Recoil Starter
Generator
Type Single Phase, Brushes self excited
Phase Single
Rated AC O/P 550 VA
Max. AC Output 650 VA
Voltage 220 V
Current 2.5 A
Frequency 50 Hz
L x W x H (mm) 414 x 298 x 408
Dry Wet (kg) 23.5

 
Specifications BirlaEcogen EG 1400A
Engine Type 4-Stroke, Forced Air Cooled, Side Valve engine
 
  No. of Cylinder 1
  Bore X Stroke (mm) 65 X 54

  Displacement (cc) 179

  Comp ratio 5.1:1
 
Rated O/P (HP/HR) 2.5/3000
Fuel Petrol Start- Kerosene Run
Fuel Con. at rated Load (ltr/hr) 1.3 Ltr Petrol

30
 1 Ltrs  Petrol
Fuel Tank Capacity (ltr)
13 Ltrs Kerosene
Lube Oil sump capacity 680 ML
Ignition System TCI
Starting System Recoil Starter
Generator  
Type Brushless self excited
Phase Single
Rated AC O/P 1050 VA
Max. AC Output 1250 VA
Voltage 220 V
Current 4.8 A
Frequency 50 Hz
DC O/P NA V/A
Caster Wheel Yes
L x W x H (mm) 890 x 475 x 715
Dry Wet (kg) 104.5

 
 
 

   
 
 
Specifications BirlaEcogen EG 2200A
Engine Type 4-Stroke, Forced Air Cooled, Side Valve engine
No. of Cylinder 1

31
 Bore X Stroke (mm) 65 X 54
Displacement (cc) 179
Comp ratio 5.7:1
Rated O/P (HP/HR) 2.7/3000
Fuel
Fuel Con. at rated Load (ltr/hr) 1.2 Ltr/HR
Fuel Tank Capacity (ltr) 14 Ltrs  Petrol
Lube Oil capacity 680 ML
Ignition System TCI
Starting System Recoil Starter
Generator  
Type
Phase Single
Rated AC O/P 1500 VA
Max. AC Output 1700 VA
Voltage 220 V
Current 6.8 A
Frequency 50 Hz
DC O/P NA V/A
Caster Wheel Yes
L x W x H (mm) 890 x 475 x 715
Dry Wet (kg) 104.5

 
 

32
 

 
 

Specifications BirlaEcogen EG 2800A

Engine Type 4-Stroke, Forced Air Cooled, Side Valve engine
No. of Cylinder 1
Bore X Stroke (mm) 73 X 61
Displacement (cc) 256
Comp ratio 5.1:1
Rated O/P (HP/HR) 4.0/3000
Fuel Petrol Start- Kerosene Run
Fuel Con. at ratedLoad (ltr/hr) 2.4 Petrol
1 Ltrs  Petrol
Fuel Tank Capacity (ltr)
13 Ltrs Kerosene
Lube Oil sump capacity 950 ML
Ignition System TCI
Starting System Recoil Starter
Generator  
Type Brushless self excited
Phase Single
Rated AC O/P 2200 VA
Max. AC Output 2400 VA
Voltage 220 V
Current 10 A

33
 Frequency 50 Hz
DC O/P NA V/A
Caster Wheel Yes
L x W x H (mm) 890 x 475 x 715
Dry Wet (kg) 112.5

 
 
 
 
 
 
 
 

34
 Specifications BirlaEcogen BEN 6000 A
No. of Cylinder 1
Bore X Stroke (mm) 82 X 64
Displacement (cc) 338
Comp ratio 8.5:1
Rated O/P (HP/HR) 7.4/10/3000
Fuel Petrol
Fuel Con. at rated Load (ltr/hr) 2.85 Lit/Hr
Fuel Tank Capacity (ltr) 24 Litre
Ignition System TCI
Starting System Electric/Recoil
AC OUTPUT  
Make MECC ALT SPA
Type Mr-1-180
Voltage 230 Volt
Frequency 50 Hz
Rated Current 16 Amps
Rated Output 3700 VA
Max. Output 4200 VA
Weight 203 Kgs
Battery Capacity  32 Ah
Dimension 1050 X 650 X 820 LXWXH (mm)
Caster Wheel Yes
Make ACME MOTORI
Engine Model ACT 340

PRODUCTS

   
Higher Capacity Silent

35
 The Ecogen Generator The Company's range of

range is the world's first higher capacity Gensets

co"friendly low- (5KVA - 40KVA)

emission, low noise addresses to demands of

generator made of the telecom, defence and

high"tech other institutional

alloyed components. The generator is
customers.
packed with featnres such as fuseless

circuit breakers, fan system and an

Acoustic cover to reduce noise

significantly.
 
 
 
   
Y B Series Alternate Fuel Based
The Ecogen Generator
Generators
range is the world's first The Company has also

co"friendly low- introduced a range of

emission, low noise LPG/CNG generators for

generator made of domestic and

high"tech alloyed institutional customers.

components. The This provides our

generator is packed with customers with an econo

-mical and

environmentally

36
 featnres such as fuseless circuit breakers, friendly means to meet their energy needs.

fan system and an Acoustic cover to  

 
reduce noise significantly.

 
 
   
Multi Purpose Engines Pumpsets
The Birla Ecoshakti 4
(MPEs)
The power packed stroke pumpset redefines

MPEs can playa number reliability and also

of varied roles and can provides unmatched

substitute machines such power, which means

as floor polishers, more power per drop of

concrete mixers and rail fuel.

drilling machines among others.  
 
 
 
 
 

37
   
Sprayer Inverters
The Company has also Inverters are available in

introduced a range of a wide capacity range of

Sprayer for domestic 1OO VA to as high as

and institutional 10KVA.The most

customers. This popular range is the

provides our customers 500/800/1500 VA that

with an economical enables

and environmentally friendly means to the user to run fans,tube lights and a

meet their energy needs. television set.

 
   
   
   
Batteries Power Tiller
Birla Power Battery The Company has also

is an Industrial Non introduced a range of

Automotive battery. Power Tiller for

The heavy duty thick agriculture and Farm

lead terminals aid in customers. This provides

better connection our customers with an

and also help in providing minimum
economical
voltage drops in the circuit. and environmentally friendly means to
 
  meet their energy needs.
 
 
 

38
 
Lawn Mower
The Company has also

introduced a range of

Lawn Mower for

domestic and

institutional customers.

This provides our

customers with an econo

- mical and

environmentally
friendly means to meet their energy needs.
 

39
DEALERS NETWORK
 

North Region South Region East Region West Region

Delhi / NCR Andhra Pradesh W.Bengal Madhya Pradesh

Uttar
Kerala North- East Gujarat
Pradesh/Uttrakhand
Jammu & Kashmir Tamil Nadu Bihar & Jharkand Maharashtra

40
 Rajasthan Karnataka Orissa  
Haryana / Punjab    

EXPORTS
 

Higher Capacity Silent

Silent Portable Generators
Generators

Inverter Pumpsets

Multi Purpose Engines Power tiller

 
Major Export Market
 

Africa South America South Asian Countries

41
 Nigeria Republic of Panama Sri Lanka
Ghana Colimbia Nepal
Eithiopia   Bangladesh
Uganda   Bhutan Burma
Kenya   Afghanistan
Zimbawave    
Zambia    
Tanzania    
South Africa    
Botswana    
 
E-mail: [email protected]

NEW PRODUCTS

EG 1100

42
 EGD5LDMM1

40 KVA

65 To 125 KVA (Under Development)

Power tiller

43
EVENTS
 
   

   

   

   

   

44
   

   

   

   

45
46
BIRLA POWER TAKES UP THE CHALLENGE

"E-governance, however, is not really the use of IT in governance but as a tool to ensure

good governance. E-governance does not mean proliferation of computers and

accessories; it is basically a political decision which calls for discipline, attitudinal

change in officers and employees, and massive government process re-engineering,"Ravi

Kant (Special Secretary, IT, Govt. of West Bengal) explains.

All implementers and drivers of e-governance initiatives agree that the biggest challenge

of deploying e-governance is not technology but change management. Change

management is important not only in terms of cultural change but also in terms of

changing operations and processes workflow that the automated environment will

introduce.

"It's important to educate people at all levels about the benefits of technology. The

various benefits and advantages of e-enabling the system should be communicated

clearly right at the beginning to ensure popular support which will lead to greater

chances of success," explains Dr G D Gautama, Secretary, IT, Government of West

Bengal.

The key challenges ahead of Birla Power with electronic governance are not

organizational issues but issues on technology & marketing.

47
  Redefining Technology

Data & Information inputs

Infrastructure, Skill and awareness

Access to right market of demand

Collaboration & partnerships

Reaching the unreached

At Birla we understand that obstacles like geographical distances, lack of trained human

resources, and lack of ICT penetration in remote areas will yield better results with e-

governance partners. For instance, a good e-governance application will not benefit

anybody in remote areas if there is no supporting infrastructure such as electricity,

computers and connectivity and regular power backs to support these systems. We are

trying to capitalize on the existing successful examples of e-governance partnerships in

the country and customize them for our use."

CLIENTS
 

     Institutional Clients
Reliance Swaraj Mazda Limited
Metal Tech Bodies Mahipalpur,
Central Command, Lucknow
New Delhi
U.P. treasury Lucknow Haryana DGS & D Chandigarh
M.P. Police Bhopal Punjab National Bank
District Health Officer Maharastra 10 Engineer Regiment C/o 56APO,

48
 Jalandhar (PB)
Kangra Co -operative Bank (H.P.)    

     H K V A  Clients

Idea Vodafone
Bsnl Nutek
Indus Ericsson
Bharti Pmg
Nokia Mrf
Tower vision Quippo
Hayat    

EICHER CLIENTS LIST

 

49
50
CONTACT US
 
HEAD OFFICE

Birla Power Solutions Limited

901 Bhikaji Cama Bhawan,

11 Bhikaji Cama Place

New Delhi -110066

Phone: 42594100

Fax No: 42594199

 
E-MAIL

[email protected]

51
 RESEARCH AND DEVELOPMENT

Products, Processes and Consumers benefit from dynamism and change. At Su-Kam, we

are always aware of the need to innovate and improve. Value addition is a crucial focus

and to this end considerable time, effort and resources are dedicated to research and

development. There is high intellectual and emotional excitement among the researchers

who work on customers' most challenging problems. This yields even greater potential in

terms of business results.

With the dedicated team of highly experienced people, every effort is made to keep the

development cycle short without losing focus on key issues like reliability,

maintainability and the need to deliver value-for-money.

At Su-kam, efforts to improve product design and performance, machinery and

production methods are integrated into the everyday work pattern. Su-Kam’s R&D, the

best in the industry, is constantly engaged in state-of-the-art product development in

power back-up systems.

The R&D strength is reinforced with extensive infrastructure that includes state-of-the-art

equipment like Power Analyzers, Digital Scopes, Waveform Generator, Curve Tracer,

Protocol Analyzer, Spectrum Analyzers, Brake Dynamometer, Emulator and Simulator

for DSP & Micro Controller applications, and Programmable Power Supplies, enabling

Su-Kam to develop design capabilities that are at a par with international standards.

The company's in-house R&D Unit has obtained recognition from the Department

of Scientific and Industrial Research (DSIR), Government of India.

52
We have a vibrant history of R&D. The introduction of R&D in the inverter industry has

not been an easy task. When Su-Kam entered this field, the inverter industry was

typically a business driven purely by volumes, with little concern for innovation or

quality. Su-Kam soon forced a paradigm shift in this attitude. As the R&D department

developed, there came a growing consciousness of the cost of technology. Our team

works on bringing world-class technologies to the consumer at a fraction of the cost

incurred in developed countries. 'More for Less' has been the enduring philosophy of the

organization and thus also the driving principle of the research teams

The R&D wing is housed in a vast spread of well-facilitated space. Products are tested

using the latest and most sophisticated testing equipment. Given the rigorous focus on

development and improvement of new and existing products, the R&D budget is ramped

up every year.

Su-Kam has already received the patent rights for 20 products. It has achieved

spectacular success in:

 Shortened time from 'mind-to-market'

 Secured capital investment

 Increased sales

 Lowered operating and maintenance costs

 Optimized plant utilisation

53
 CONSUMER’S BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of marketing

management under the marketing concept.

The consumer market consists of all the individuals and households who buy or acquire

goods and services for personal consumption.

Consumers vary tremendously in age, income, educational level, mobility patterns and

taste.

MODEL OF CONSUMER BEHAVIOR

Due to the growth in the size of firms and markets, marketing decision makers have been

removed from direct contact with their customers. Managers have had to turn to

consumer research. They spend more money in trying to learn : Who buys? How do they

54
buy? When do they buy? Where do they buy? Why do they buy?

How do consumers respond to various marketing stimuli, arranged by the

company, is main question. Therefore, business & academic researchers have invested

much energy in researching the relationship between marketing stimuli and consumer

response.

MODEL OF BUYER BEHAVIOR

Their starting point is the stimuli-response model. Above figure shows marketing and

other stimuli entering the buyer’s “black box” and producing certain responses. The

stimuli are of two types. Marketing stimuli consists of the 4 Ps : Product, Price, Place and

Promotions. Other stimuli consist of major forces and events in the buyer’s environment

economic, technological, political and cultural. All these stimuli pass through the buyer’s

black box and produce the set of buyer responses : Product choice, brand choice, dealer

choice, purchase timing and purchase amount.

55
MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR

Consumer’s purchases are highly influenced by cultural, social, personal and

psychological factors. DETAILED MODEL OF FACTORS INFLUENCING

BEHAVIOR

(A) CULTURAL FACTORS :

Cultural factors exert the broadest and deepest influence on consumer behavior.

CULTURE:

56
Culture is the most fundamental determinant of a person’s wants and behavior. The child

growing up in a society learns a basic set of values, perception, preference & behavior

through a process of specialization involving the family & other key institutions.

SUBCULTURE:

Each culture contains smaller groups of subcultures that provide more specific

identification & socialization for its members. Four types of sub culture can be

distinguished.

(i) Nationality groups.

(ii) Religious groups.

(iii) Racial groups

(iv) Geographical areas.

57
SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently, stratification

takes the form of social classes. Social classes are relatively homogenously and enduring

divisions in a society, which are hierarchy ordered and whose members share similar

values, interests, and behavior.

(B) SOCIAL FACTORS:

A consumers behavior is also influenced by social factors, such as the consumer’s

reference groups, family, and social roles and statuses.

(i) REFERENCE GROUPS:

58
A person’s reference groups are those groups that have a direct or indirect influence on

the persons attitudes or behaviors. Groups influence will be stronger for products that will

be visible to others whom the buyer respect.

(ii) FAMILY:

Members of the buyer’s family can exercise a strong influence on the buyer’s behavior.

The family of orientation consists one’s parents. From parents a person acquires an

orientation toward religion politics, & economics and a sense of personal ambition self-

worth & love. The following products and services fall under such.

• Husband-dominant : Life insurance, automobiles

• Wife-dominant : Mixer, Washing Machine, and Kitchenware

• Equal : Housing, Entertainment, and Housing Furniture

59
(iii) ROLES AND STATUSES:

Participating of buyer in the different groups as clubs, organization influence his/her

buying behavior. His/her position in the different groups can be termed as roles & status.

A role consists of the activities that a person is expected to perform according to the

persons around him/her. Each role carries a status reflecting the general esteem :

accorded to it by society.

( C ) PERSONAL FACTORS:

Personal factors a buyer’s decisions by his/her personal characteristics, occupation,

economic circumstances, life style, and personality & self- concept.

(i) AGE & LIFE CYCLE STAGE:

60
People change the goods and services; they buy over their life time. They eat baby food

in childhood, most foods in the young age and special diets in the later year.

(ii) OCCUPATION:

A person’s consumption pattern is also influenced by his or her occupation. A blue-chip

worker will purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES:

A person’s economic circumstances will greatly affect product choice. His economics

circumstances consists of their spend able income, saving & assets, borrowing power.

(iv) LIFE-STYLE:

61
A person’s life style is that person’s pattern of living in the world as expressed in the

person’s activities, interests & opinions.

(d) PSYCHOLOGICAL FACTORS:

A person’s’ buying choices are also influenced by four major psychological factors-

(1) Motivation

(2) Perception

(3) Learning

(4) Beliefs and Attitudes

( E) BUYING ROLE:

For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor,

62
Cigarette etc. While cosmetic, pantyhose etc.

Thus, we can distinguish several roles people may play in a buying decision.

Initiator : One who first suggests or thinks of the idea of buying the particular

product or service.

Influencers : One whose views or advice carries some weight in making

the final decision.

Decider : One who ultimately determines any part of, or the entire

buying decision whether to buy, what to buy, or where to

Buy.

Buyer : One who makes the actual purchase.

User : One who consumes or uses the product or service.

63
64
SALES PROMOTION - A THEORETICAL FRAMEWORK

Sales promotion consists of a diverse collection of incentive tools, mostly short-term,

designed to stimulate quicker and / or greater purchase of particular products / services by

consumers or the trade.

Whereas advertising offers a season to buy, sales promotion includes tools for consumer

promotion e.g. samples, coupons, cash refund offers, prices-off, premiums, prizes,

patronage rewards, free trials, warranties, demonstration, contests:

Trade promotion e.g. buying allowances, free goods, merchandize allowance, cooperative

advertising, advertising and display allowances, push money, dealer sales contests.

Sales force promotion (bonuses, contests, sales rallies).

Sales promotion tools are used by most organizations, including manufacturers,

65
distributors, retailers, trade associate and non-profit organizations.

A decade ago, the advertising-to-sales promotion ratio was about 60/40. Today in many

consumer packaged goods companies, the picture is reversed with sales promotion

accepting for between 60-70% of the combined budget. Sales promotion expenditures

have been increasing 12% annually, compared with advertising’s increase of 7.6% of the

fast growth is expected to continue.

Several factors contributed to the rapid growth of sales promotion, particularly consumer

markets.

Internal factors include the following —

Promotion is now more accepted by top management as an effective sales tool.

• More product managers are qualified to use sales promotion tools;

• Product manager are under greater pressure to increase their current sales.

66
External factors Includes the following:

 The number of brands has increased.

 Competitors use promotions frequently.

 Many brands are at parity. Consumers are more deal oriented.

 The trade has demanded more deal from manufactures.

 Advertising efficiency has declined because of arising costs, media costs and legal

restraints.

The rapid growth of sales promotion media (contests, coupon etc) has created a situation

of promotion clutter. Similar to advertising clutter. There is a danger that consumers will

start tuning out, in which case coupons. and other media will weaken in their ability to

trigger purchase. Manufacturers will have to find ways to rise above the clutter, for

67
instance, by offering large coupons, redemption values or using more dramatic point of

purchase displays or demonstrations.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives. A free sample stimulates

consumer trial, while a free management advisory service cements a long term

relationship with a retailers.

Sellers used incentive type promotions to attract new tiers, to reward loyal customers, and

to increase the repurchase rates of occasional users.

New tiers are of three types

 Users of another brand in the same category.

 Users in other categories and

 Frequent brand switches.

68
Sales promotions often attract the brand switches, because users of other brands arid

categories do not always notice or act on a promotion. Brand switches are primarily

looking for low price, good value or premiums. Sales promotion are unlikely to turn them

into loyal brand users; Sales promotions are used in markets of high brand users. Sales

promotions are used in markets of high brand similarity, produce a high sales response in

the short run but little permanent gain in market share. In markets of high brand

dissimilarity, sales promotions can alter market share more permanently.

Sellers often think of sales promotion as designed to break down brand loyalty, and

advertising as designed to build up brand loyalty. Therefore, an important issue for

marketing managers is how to divide the budget between sales promotion and

advertising.

Ten years ago marketing managers would decide what they needed to spend on

69
advertising and put up the rest on sales promotion. Today marketing mangers first

estimate what they need to spend in trade promotion, then what they need to spend in

consumer promotion and whatever is left they will budget for advertising.

A study conducted by Brown has revealed the following:-

 Sales promotion yield faster response in sales than advertising does.

 Sales promotions do not tend to yield new, long term buyers in mature markets

because they attract mainly deal prone customers who switch among brands as

deals become available.

 Loyal brand buyers tend not to change their buying patterns as a result of

competitive promotion.

 Advertising appears to be capable of increasing the prime franchise of a brand.

70
There is also evidence that price promotions do not permanently build total category

volume. They usually build short term volume that is not maintained. Small share

competitors find it advantageous to use sales promotion, because they cannot afford to

match the large advertising budgets of market leaders. Nor can they obtain shelf space

without offering trade allowance or stimulate consumer trial without offering consumer

incentives. Price competition is often used by a small brand seeking to

enlarge its share, but it is IT less effective for a category leader who growth lies in

expanding the entire category.

Sales promotion seems most effective when used together with advertising. In one study,

point-of purchase displays related to current Generator commercials were found to

produce 15% more sales than similar displays not related to such advertising. In another,

a heavy sampling approach along with GENERATOR advertising proved more

71
successful than either Generator alone or Generator other coupons in introducing a

product.

SELECTING THE SALES PROMOTION TOOLS

Sales promotion tools are selected keeping in view the sales promotion objectives. These,

objectives are derived from broader promotion objectives which are derived from more

basic marketing objective d for the product. The specific objectives set for sales

promotion will vary with the type of target market.

For consumers objectives include encouraging purchase of larger size units, building trial

among non-user and attracting switches away from competitors brands.

For retailers objectives inducing retailers to carry new items and high level of inventory,

encouraging off season buying, encouraging stocking of related items, offsetting

72
competitive promotions, building brand loyalty of retailers and gaining entry into new

retail outlets. For the sales force, objectives include encouraging support of a new

product or model, encouraging more prospecting and stimulating off-season sales.

Many sales promotion tools are available to accomplish these objectives.

The main sales promotion tools are designed for consumer promotion, trade promotion

and business promotion.

CONSUMER PROMOTION TOOLS:

The main consumer promotion tools include samples, coupons, cash refund offers, price

packs, premiums, prizes, patronage awards, free trials, product warrantees, tie-ins, and

point-of-purchase displays and demonstrations.

SAMPLES:

73
They are offers of a free amount or trial of a product to consumer. The sample might be

delivered door to door, sent in the mail, picket up in a store, found attached to another

product or featured in a advertising offer. Sampling is the most effective and most

expensive way to introduce a new product.

COUPONS:

They are certificate entitling the bearer to a stated saving on a purchase of a specific

product. Coupons can be mailed, enclosed in or on other products, or inserted in

magazine and newsGenerator advertisements.

74
CASH REFUND OFFERS:

Cash refund duffers or rebates are like coupons except that the price reduction occurs

after the purchase rather than at the retail shop. The consumer sends a specified proof of

purchase to the manufacturer who in turn refunds part of the purchase price by mail.

75
76
 RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series of actions or steps

necessary to effectively carry out research and the desired sequencing of these steps. The

marketing research is a process of involves a number of inter-related activities, which

overlap and do rigidly follow a particicular sequence. It consists of the following steps

1. Formulating the objective of the study

2. Designing the methods of data collection

3. Selecting the sample plan

4. Collecting the data

5. Processing and analyzing the data

6. Reporting the findings

77
Objective of Study

Research Design

Sample Design

Data Collection

Data analysis

Reporting of Findings

78
 RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a particular study.

A Research Design is the arrangement of conditions for collection and analysis of the

data in a manner that aims to combine relevance to the research purpose with economy in

procedure. Research Design is broadly classified into three types as

 Exploratory Research Design

 Descriptive Research Design

 Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with describing

the character tics of a particular individual, or of a group of individual under study comes

under Descriptive Research Design.

Descriptive Research Design: In this research design the objective of study is clearly

defined and has accurate method of measurement with a clear cut definition of population

which is to be studied.

Formulating the research problem

Two steps are involved in formulating the research problem:

 Understanding the problem

 Rephrasing the problem into meaningful terms from an analytical point of

view.

The training sessions are conducted in the beginning of training in order to make us clear

about the task provided and how to handle the different situations.

79
PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with minimum of

efforts, time and money.

 Marketing Research Objectives:

 Type of Study: Descriptive.

 Research Area: DELHI.

 Source of Information: Primary Data.

 Data Collection Instrument: Questionnaires & Personal Interview.

 Research Approach: Survey Method.

SAMPLING DESIGN

A Sample Design is a definite plan for obtaining a sample from a given population. It

refers t the technique r the procedure adopted in selecting items for the sample. The main

constitution of the sampling design is as below-

1. Sampling Unit

2. Sample Size

3. Sampling Procedure

80
SAMPLING UNIT

A sampling framework i.e. developed for the target population that will be sampled i.e.

who is to be surveyed.

 Consumers

SAMPLE SIZE

It is the substantial portion of the target population that are sampled to achieve reliable

results.

100 ------- RESPONDENT (Customer)

SAMPLING PROCEDURE

The procedure to choose the respondents to obtain a representative sample, a non-

probability sampling technique is applied for the target – market.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular units of the universe

for constituting a sample on the basis that the small mass that they so select out of a huge

one will be typical or representative of the whole.

Judgment sampling: To select population members who are good prospects for accurate

information?

81
 DATA COLLECTION

The data collection process is the predefined task that I have to undergo. The data

collection process starts right from the first day till the final day on the field. During the

whole period a list of different retailers scattered around whole of the Delhi gets visited

on the regular basis. The main task is to analyze the market potential, study of the market

share of the company and analyzing the competitor’s strategies.

The survey process is not complete without consulting the Distributor &

Retailers. The distributors are the key nodes that make the chain moving effectively. So

the response made by them is also an essential criterion to involved and reaching for

certain decisions.

There are several ways of collecting appropriate data that differ

considerably in the context of money costs, time, and other resources at the disposal of

the researcher. The tools used for data collection are as:

PRIMARY DATA

The primary data are those data, which are collected afresh and for the first time. And

happen to be original in character. The primary data to be collected for the study are-

 Questionnaire – A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined objectives.

The questionnaire prepared is in two forms & targeted towards the doctors

and chemists differently. The format of questionnaire is structured and

non-disguised.

82
 Direct Personal Interview – Under this method of collecting data there is

face-to-face context with the person from whom the information is

obtained. The data collected are from the respective selected doctors and

chemists visited regularly. The pattern used is Structured and Indirect

Interview.

83
 SECONDARY DATA

Secondary data means data that are already available i.e., they refer the data,

which have already been collected and analyzed by someone else. When the researcher

utilizes secondary data, then he has to look into various sources from where he can obtain

them, IN this case he is certainly not confronted with the problems that are usually

associated with the collection of original data. Secondary data may either be published

data or unpublished data. Usually published data are available in:

 Various publications of the central, state and local governments;

 Various publications of foreign government or of international bodies and their

subsidiary organization;

 Technical and trade journals:

 Books, magazines and newsInverter & ;

 Reports and publications of various associations connected with business and

industry, banks, stock, exchanges etc.;

 Reports prepared by research scholars, universities, economists etc. In different

fields, and

 Public records and statistics, historical documents, and other sources of published

information. The sources of unpublished data are many; they may be found in

diaries, letters, unpublished biographies and autobiographies and also may be

available with scholars and research workers, trade associations, labor bureaus

and other public/private individuals and organizations.

84
 GEOGRAPHIC AREA COVERED

East Delhi –

 Pandav Nagar

 Laxmi Nagar

 Sahadra

 Sakarpur

 Mandoli

 Mayur vihar phase I, II, III

South Delhi

 Maharani bagh

 Lajpat nagar

 Greater kailash

 South ext. II

 Maliviya nagar

 Sarita vihar

 Khanpur

 Badarpur border

85
Delhi other area

 Karampura

 Punjabi bag

 Sub hash Nagar

 Chandni chowk

 Kirti Nagar

 Janakpuri

 Vikaspuri

 Narayna

 Najafgarh

86
87
 SWOT ANALYSIS
STRENGTH

1. Birla Power Generator’s strategies are more interested in expanding the market

than wresting share away from other players.

2. Birla Power Generator decided to be a value driver, selling novel product benefits.

3. Birla Power Generator applied unique insight across product markets, including

consumer electronics, where people hadn’t imagined that health had any

relevance (like offering AC’s with health air system with anti fungus, electrostatic

and deodorizing and anti-bacteria filters –so that AC which was previously just a

cooling machine, is low wanted by people to improve the aesthetics of the room,

give them status, be easy to operate and improve health.

4. And this due to the accurate presentation by effective advertisements the Indian

consumers is beginning to judge all sort of machines by what they mean for a

healthful life style.

5. Birla Power Generator a technological brand as compared to others which

launched a whole range of household products simultaneously and because of the

strategy the customers had been benefited with the consciousness of concept of

health who receive it in the from of quality “healthful” products and also are new

conscious enough the judge their machines vide this parameter.

6. Operating with a consumers perspective is a matter of routine at Birla Power

Generator keep on asking ridiculous questions and then figuring out how much to

deliver.

88
WEAKNESS

1. BIRLA POWER GENERATOR has less no of retailers.

2. Less force – it has less no. of marketing personnel.

3. It has planned for setting up of new plants where their competitor has planned to

setup several new plants.

4. It has no extra features in the brand that differentiate its from other competitors.

5. In Birla Power Generator There is no any famous personality as brand

personality.

OPPORTUNITY

It can take the market very well with the new investment of 82 millions.

It can give a big jerk to its major competitor in BIRLA POWER GENERATOR

(Paradise, PG group) increase its number of product in consumer goods.

Increasing trend of BIRLA POWER GENERATOR of different brands.

THREATS

It has a continuous threat from pg groups as well as various other competitors.

Birla Power Generator has major market than other competitor the company.

A large amount of expenses on the production.

89
90
 DATA ANLAYSIS

Q- EVALUATION OF OTHER COMPETITIVE BRANDS IN PRODUCTION

STRATEGY?

Company % age
Birla Power Generator 40
Unicon Generator 15
Microtech Generator 8
Luminous Generator 15
Others 22

40% 40%
35%

30%

25%
22%
20%

15% 15% 15%

10%
8%
5%

0%
Birla Unicon Microtech Luminous Others

INFLUENCES:

In the survey in find the brands strategy production Birla Power Generator is more than

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other competitive, more 40% have Birla Power Generator, and second greater than 22%

of other and lower the brand strategy of production have Nobel group.

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Q- CUSTOMERS INFLUENCED BY THE PRODUCTION PROCESS

FEATURES?

Company % age
Model 20
Concept 15
Massage 8
Product 15

40% 40%

35%

30%

25%

20% 20% 20% 20%

15%

10%

5%

0%
MODEL CONCEPT TECHNOLOGY RODUCT

INFLUENCES

1. 20% of customers are influence by the model as shown in the production.

2. 20% of customers are influence by the concept as shown in the production.

3. 20% of customers are influence by the technology as shown in the production.

4. 40% of customers are influence by the production as shown in the production.

Q-CUSTOMER VIEW OVER QUALITY REFLECTED THROUGH PROCESS?

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Company % age
Actual 80%
Exemplary 20%

80%
80%

70%

60%

50%

40%

30%
20%
20%

10%

0%
ACTUAL EXMPLARY

Analysis

In the survey I find more 80% of the customer view of the quality reflected is actual basis

and rest 20% exemplary basis.

1. 80% of actual basis

2. Rest of exemplary

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Q ARE YOU SATISFIED WITH BIRLA POWER GENERATOR SERVICE?

Total of respondents – 50

Yes 40
No 10

20%

Yes
No

80%

INFLUENCES

1. In the survey we find maximum 80% consumer are satisfied with Birla Power

Generator service and rest 20% has problem with service.

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QARE YOU SATISFIED WITH QUALITY OF PRODUCT?

Total of respondents – 50

Yes 40
No 10

10%

Yes
No

90%

INFLUENCES

2. In the survey we find maximum 90% consumer are satisfied with Birla Power

Generator quality and rest 10% has problem with quality.

Q-Which A4 size copier Generator you sale in our stationary shop?

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Total of respondents – 50

Companies Respondent
Birla Power Generator 15
Unicon Generator 10
Microtech Generator 8
luminous Generator 7
Others 10

20% Birla
30%
Unicon
Microtech
14% Luminous
16% 20% Others

INFLUENCES

In the survey we find maximum 30% consumer used Birla Power Generator and second

largest consumer used Unicon and other brand.

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 FINDINGS

 There are a large number of small & big localities in the area. It was a difficult

task to cover too many companies. Hence, only 3 of them were selected, DELHI

East, West, North, South.

 Exclusive dealer of the company, were also inquired where sometimes delays

occurred and repeated visits were made on account of the concerned person

unavailable or busy.

 Only 50 odd customers were covered in the project and that too equally divided in

the localities selected, which is infect a small sample to represent the population.

 Customer awareness and negligence was also a problem since many of them the

end to walk from the Inverter & as soon as advertisement break commences in

during and after the schedule of programs and film.

 Only a small function of customers reading national dailies is one of the factors of

their not coming across advertisements and without which advertisement

effectiveness cannot be judged.

 Locating dealers selling brands other than BIRLA POWER GENERATOR was a

difficult task. Their views seemed necessary in getting an overall picture. Many of

them out rightly to entertain the questionnaire.

 Contacting the various eligible customers and probing in details about various

features of the advertisements, improvements of the competitors, their suggestions

etc. sometimes proved a difficult job. Many times appointments were taken and

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were cancelled at the last minute.

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 LIMITATIONS

While working on this project I have to face some difficulties while conducting the survey.

People were not interested in giving there actual information about their product, as they were

extremely scared about the income tax some people have difficult to take them in confidence so

that they can give correct information.

Some of the limitation is:

 Not interest to meet

 Refusal to co-operate

 Respondent bias

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 CONCLUSION

 There are on an average 43.33% the existing users of the company’s products in

the area.

 90% of the vendor is dealing in the company’s products since many years when

the company started it operations.

 9167% of the respondents have seen the company’s advertisements, out of which

the advertisement recall is barely 44%.

 The symbol / logo recall is appreciable to be 72%.

 Most problematic feature of the advertisement seems to be the slogan with a

whooping lower recall of 13%.

 After viewing the company’s advertisement a significant proportion (76%) think

of buying the company’s product.

 Among the various features of the production the highest performance (60%) goes

for the overall production. On the contrary, the lowest preference (6%) is for the

message.

 41% opined that the company’s production ltd company 34% opined that the

company’s advertisement is ideally for company.

 97% of the respondents are of the opinion that the products actually confirm to the

standards shown in the advertisements.

 A sizeable population (60%) is in the favor of their favorite stars and models to be

featured in the company’s advertisement easily, preferably in the first shot.

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 On an average 56% of the customers are in the favor of the frequency of the

production to be increased. While 95% favor the launching of the nationwide

promotional schemes by the company.

 One of the major studies was about the overall customer’s satisfaction survey

42% of respondents find it good but need some alteration. In addition a strikingly

32% find it very good and promising.

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 RECOMMENDATIONS AND SUGGESTIONS

Production are made intended to accomplish the task of communicating effectively and

properly, by communicating to the right person, by communicating the right message; put

across through appearing and persuasive language, to positively after the purchase

behavior of the target audience. The role of advertisement is to provide the maximum

economic returns to the company and fulfilling other social and informational objectives

as well.

When seen in the light of above the advertising campaign of the company broadly seems

to achieve the objectives.

Focus to be shifted towards major fraction of Indian society:

As reflected from the analysis, a major population is in the impression of the

advertisements catering to the lives and needs of the richer society which themselves

from only a fraction of the entire population of the country. Now at this point of the time

when the company has established itself as a major brand in the country the company

should strive to engross itself deeper into the lives of the major fraction of the Indian

society i.e. the rural and the semi urban population.

Use of better, catchy slogans:

The successful today have the Birla Power Generator working towards a better future

today have the element of effective slogans or punch lines as well. The slogans should be

such that they are short’s sweet to be humble at the same time contributing cleverly to the

overall objective of the advertisements.

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The recommendation of effective and catch punch lines or slogans to be made a part of

the production of the company will definitely improve the present impact. Such slogans it

incorporating regional sayings or slang might make them more easily understood and

quick to repeat and sign.

Launching of nationwide promotional schemes:

As the analysis reflected that it is the need of the hour to launch more attractive schemes

country wide on the major festivals, seasonal events, etc. the company can go for some

incentives schemes for its existing customers to create loyalty among them. It can be

something like – Lucky Draw prizes, sending festivals wishes etc. it would help the

company to crate band loyalty as well enhance the existing market share.

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108
 BIBLIOGRAPHY

BOOKS:

 (Author-G.C.Beri) Market research (Publish tata McGraw Hill Publishing

CO. Ltd. Delhi) Second Edition

 (Author-Philip Kottler) Marketing Management

(Publish Prentice Hall India Pvt.Ltd. NEW Delhi)

Ninth Indian Edition

WEBSITE:

www.google.com

www.su-kam.com

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 APPENDIX (QUESTIONNAIRE)

Dealers questionnaire

Name:

Address:

Date:

Q-1: What company of Generator of you deals in?

a) Birla Power Generator b) Unicon Generator

c) Microtech Generator d) Luminous Generator

e) Other

Q – 2: Are you satisfied with the service of company?

a) Yes b) No

Q-3: What level of quality do you expect from your manufacturer?

a) Very good b) Good c) Average

Q-4: Does your current manufacturer meets that level?

a) Yes b) No

Q-6: Are you satisfied with the replacement facility of the company?

a) Yes b) No

Q-7: At what cost you think you should get all those facility and quality?

a) Minimum b) Average Cost

Q-8: Does you supply and demand need are completely fulfilled by you always?

a) Yes b) No c) Depend upon situation

Q-9: What role does your manufacturer play in managing supply chain?

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__________________________________________________

__________________________________________________

Q-10: What is your organizational policy for managing relationship with your

manufacturer?

__________________________________________________

__________________________________________________

Q-11: Suggestion:

How to improve the sales of Birla Power Generator spare parts.

__________________________________________________

__________________________________________________

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 QUESTIONNAIRE FOR CUSTOMER SATISFACTION SURVEY

Customer representative: Surveyed by:

Responsibility area: Responsibility area:

Name: Name:

Signature: Signature:

Q-1 How do you rate the quality of Birla Power Generator product?

a. Excellent b. Very good

c. Good d. Average

Q-2: What would be your rating on basis of returns generated by that product?

a. High return b. Average return

c. Low return

Q-3: What do think about the technology and equipment use by them? That is hardware

plant / Machinery etc?

a. Excellent b. Good but more improvement

c. Average quality d. Need replacement

Q-4: Are you satisfied with delivery system that Birla Power Generator is following.

a. Fully satisfied b. Further improvement

c. Partially satisfied d. Never satisfied

Q-5: Is the packaging according to your specification?

a. Always b. Yes, Its good

c. Never

Q-6: Do you get the original product specified by you?

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 a. Mostly b. Always

c. Never

Q-7: How do you compare Birla Power Generator in terms of technology with context to

the technology used by your competitor?

a. Better then competitor b. quite competitive

C. Innovative d. Low then competitor

Q-8: How would you rate the policies and practices followed by Birla Power Generator in

there organization?

a. Excellent b. Vary good and effective

c. Quite good but old trends d. Not aware

Q-9: What about the communication or response to various quarries of yours?

a. Excellent b. Very good

c. Good d. Just ok

Q-10: What about various additional services provide by them?

a. Very good b. Average

d. Not aware

Q-11: Which attributes of the product attract you to buy it or what attributes of Birla

Power Generator products attractive?

a. Cost b. Quality

c. delivery service d. Product design

e. Technology f. Others

Q-12: How do you rate the following attributes of Birla Power Generator product on the

scale of 1-5……………………….

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Cost 1 2 3 4 5
Quality 1 2 3 4 5
Delivery service 1 2 3 4 5
Product design 1 2 3 4 5
Technology 1 2 3 4 5

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