SUMMER TRAINING PROJECT-2010

MARKET SURVEY FOR ASHOK LEYLAND’S

GENSETS.

PROJECT GUIDE: MR. ARVIND KUMAR

(SR. MANAGER)

SUBMITTED BY : KHUSHBOO VERMA

SAGAR JOSHI
SIDDHARTH SINHAL
LEY POWER
Presentation Contents
Research objective
Target audience
Markets
Research methodology
Respondents data
Research data and analysis
Final Analysis
Research Objective
Expected outcome of the research
 To understand the usability pattern of the defined set
of TG (target group) for generator sets
 To identify the brand recall of the TG
 To identify the brand awareness among the TG
 To identify media preferences of various TG for
generator sets
Target Audience / Respondents
Educational Institutes
Retail shops
Auditoriums
Hospitals
Hotels & Restaurants
Shopping Complex
Auto Showroom
Petrol pumps
Gyms
Offices
Builders
Companies
Societies
Market covered
Pune
Research Methodology
Primary Data collection
Extensive interview with the target audience through
questionnaire
Creative presentation and feedback mechanism from
target audience
Analysis
Capture the voice of the customer
Recommendations
Respondents data
Restaurants - 43 Gyms and clubs - 4
Retail Shops- 35 Small Offices - 8
Auditoriums -1 Builders - 1
Hospitals – 17 Shopping Complex – 3
Educational Institutes - 16 Companies – 1
Petrol Pumps - 5 Societies - 3
Automobile Showroom - 4

Total of 141 respondents were covered

Questionnaire
Questionnaire developed

Combination of open ended

and closed ended questions

Segregation

Invertors Generator
usrs users

Analysis & Recommendations

Usage type and pattern
How important is power in your type of
business?

Analysis :-
95% of the people interviewed feel that power is very important in their kind of business
Do you have Powercuts?

Analysis :-
1)69% people say that the power cuts are sometimes
2) Restaurants, stores, retail & automobile showrooms, small offices, hotels, lodges, petrol
pumps and gyms & clubs top the power cut
Which brand of generator do you use?

Analysis :-
1) 55% of the people using Generators are Kirloskar customers while 20% are using
Cummins
What is average daily use of your DG?

Analysis :-
1) 45% Generator users said that they use their Generators for 1-4 hrs daily, on an average
2) Respondents in restaurants, retail showrooms, banks, clinics, petrol bunks, gyms & clubs
and stores unanimously said that the usage is more on Thursdays when the power cut is
longer, sometimes for about 6-8 hrs
Are you Happy with your current generator?

Analysis :-
1)92.2% of the Generator users are happy with their Generators due to their good
performance & service
2) The people who are not happy with their Generator sets have complained about bad after
sales service and noise. Some are even unhappy due to the smell of diesel
Can you name the brands as they come to your
mind?

Analysis:-
1) 41% of the people interviewed called out Kirloskar first, when asked about Generator
brands
2) Cummins was, however, at the tip of the tongue for 27% of the people, especially the
builders, petrol pump, retail & automobile showrooms and departmental store owners
 If you want to buy a generator set where would you
look for the information?

Analysis:-
1) 32% people prefer yellow pages as a means to get information about a product like
Generator
2) However, about 33% people feel that they would rely more on their friends, who are
dealers, or who are using Generators, for the same and another 21% felt more related to
the outdoor media as a source of information
What qualities do you prefer in your DG?

Analysis :-
1) 41% of the people feel that service support is the most important quality they look for,
when they purchase a Generator
2) 34% people have voted for economy and another 17% feel that environment friendliness
is good in a Generator
Would brand name affect your purchase
decision?

Analysis :-94% of the people feel that for a product like Generator, they would always go by
brands as it is a one-time investment
If generator set were a personality then what
would it be for you?

Analysis :-
1) 87% of the total respondents considered a Generator as their friend
2) Few people also commented that comparing a Generator with father, would not be
appropriate
If you were to see an advertisement for a generator set
what would you prefer the ad to be?

Analysis :-
80% people feel that the Ads for a product like Generator should be practical where the Ad
says all about the uniqueness and qualities of the product, showcasing “before and after
effects of purchasing a Generator”, thus being simple, to the point and yet, catchy.
Voice of Customer
About Generators
“Emergency stop switch should have a security
lock” – Admin Officer, Religare Macquarie, FC
Road branch
“We are very fond of Cummins, can’t think of any
other Generator now, it gives very good service” –
Admin Officer, Petrol Pump at Koregao Park
“I’ve never heard of Ashok Leyland’s gensets but I
guess it would be a good quality product as its
parent company has expertise in engine
manufacturing”– said by 19 respondents out of 141
Ad campaign
Ads should be practical – “ Where am I?” ( Main
kaha hun?)
The generator is looked upon as a business
partner
The ads should be exciting
Any relation except that of friend shouldn’t be
used in Ads as a tool of comparison with the
products, it may hurt sentiments
Ads don’t work to promote a product like
Generator, the quality of the product should
be good, that’s all
Ads should be put up on Expressways to
draw attention of the people
Ads should generate curiosity, should be a
bit “out of the box”, that’s what is expected
from a brand like Ashok Leyland
The Ads should show the requirement of
business-class people, portray an “office-
culture”,
Findings
It was found that out of the total consumers
surveyed, most of them were Kirloskar and Cummins
genset users.
Power supply situation was found to be bad in most
user localities.
Brand name & Product quality have been found out
to be the crucial buying factors for a potential buyer.
Price of a genset plays an important role while
making a choice to buy a genset.
 CONTD…….
Brand awareness of portable genset users about Ashok
Leyland portable genset has been found too low.
Consumers are highly satisfied with their current brand of
portable gensets.
Brand awareness of portable genset users about their
current brand of portable genset has been found too high.
Most of the users of portable gensets do recommend their
brand of portable gensets to other potential buyers.
Recommendations
Advertising & Communication
 New creative / route as per customers voice
to be worked out.
 The media mix to comprise of local
newspapers, internet, Yellow Pages, word-of-
mouth (friends), radio.
 Majority of the TG get the information
through dealerships and hence visibility of
the dealerships should be strong.
Action points
Most of the end users of the portable gensets surveyed
agreed that rising fuel prices and high fuel consuming
models of gensets has to looked into seriuosly. Thus a
new brand should introduce new fuel efficient models
with alternative fuel options like LPG, etc.
Select media mix for the markets focused on regional
combinations
Media plan and date plan
Budgets and approvals
Roll outs
THANK YOU!!!!