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Project Training Report On “SURVEY ON BUILDING CONTRACTORS IN PUNE REGARDS TO KIRLOSKAR GREEN” UNDER GUIDENCE OF

KIRLOSKAR OIL ENGINE LIMITED KHADKI, PUNE Submitted To SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION PUNE In partial fulfillment of the Requirement for the degree of PGDM BY PRABHANSHU MAHESHWARI (2ND YEAR) SEM-III

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION BAVDHAN, PUNE FOR THE ACADEMIC YEAR 2008-10
SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE 1

DECLARATION

I, Mr. PRABHANSHU MAHESHWARI student of PGDM (MKTG.+I.B.) , hereby declare that project entitled SURVEY ON BUILDING CONTRACTORS IN PUNE REGARDS TO KIRLOSKAR GREEN submitted in the partial fulfillment of the degree for Post Graduate Diploma in Management to “SIMMC, PUNE“ is of my own accurate work. This has not been submitted by me for any other Degree or Diploma. The duration of my Project started from June 1st, 2009 to July 31st, 2009. I further declare that all the facts and figures furnished in this project report are the outcome of my own intensive research and findings.

Submitted By: PRABHANSHU MAHESHWARI

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WHOM SO EVER IT MAY CONCERN

This is to certify that the project entitled, SURVEY ON BUILDING CONTRACTORS IN PUNE REGARDS TO KIRLOSKAR GREEN, project done for KIRLOSKAR OIL ENGINE LIMITED, PUNE submitted by Mr. PRABHANSHU MAHESHWARI, for the partial fulfillment of the requirements for the award of two year Post Graduate Diploma in Management is a bonafied record of the work done by him under my guidance and this has not been submitted by him for any other Degree or Diploma.

MR. AVTAR K. MEHTA MARKETING PUNE, MAHARASTRA

ACKNOWLEDGEMENT
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“Expression of feelings by words makes them less significant when it comes to make statement of gratitude”

I would like to express my sincere thanks and deepest gratitude to honorable Mr. Sanjay Jain (Vice President) for giving opportunity to do project in Kirloskar Oil Engine Limited. This project would not have been possible without the help of my project guide Mr. Avtar K. Mehta (Marketing). Their invaluable guidance, motivation, support, advice and supervision helped me during the entire period of this project. Their meticulous guidance, constructive and valuable suggestions, timely discussions and clarification of my doubts increased my cognitive awareness and helped me for making a deeper analysis of the subject under study. Grateful acknowledgement is extended to my college chairman Mr. S.B. CHORDIYA & my project guide Mr. S.A. BHANGAONKAR for his constant support. Last but not the least I would like to express my thanks to all who helped me directly or indirectly.

PRABHANSHU MAHESHWARI, III Sem. (IInd Year), SIMMC.

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INDEX
CHAPTERS
1.

CONTENTS
Executive Summary INTRODUCTION • Profile of The Company • The First “K” Group Company • The New Generation • A New Direction- Service • History of The Company • Business Location & Services • Organization Structure • Corporate Social Responsibilities • KOEL Objective • Vision & Mission 2012 • The Memorable Journey of “K” Group

PAGENO.
7 8-20 8 9 10 11 12 14 15 16 17 18 19 21-32 23 23 23 24 24 25 26 27 28

2.

PRODUCT PORTFOLIO • Quality & Process Gear • ePack For Stand By & Prime Power for Generating Set OEM’s • Genset for Telecom & Cellular Power • Genset & ePack- 15kVa/50HZ Prime to 300kVa/60HZ Stand By • Liquid Cooled R1040 Series Engines • Liquid Cooled SL90 Series Engines • Air Cooled HA Series Engines • R810 Series Engines • K Series Engines

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• PA Series Engines • The KIRLOSKAR GREEN DG SET • Business Models of KOEL • Engine Bearings • Offered Services of KOEL

29 30 31 31 32 33-35 33 34 35 36-39 40-50 40 40 40 41 51 52 52 53 53 54 55
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3.

KEY CUSTOMERS • Engines • Power Generation

Cellular/Telecom

4. 5.

GLOBAL & DOMESTIC PRESENCE OBJECTIVE & RESEARCH METHODOLOGY • Significance of the Study • Managerial Usefulness of Study • Objective • Research Methodology

6.

SWOT ANALYSIS FINDINGS LIMITATIONS CONCLUSIONS SUGGESTIONS QUESTIONNAIR BIBLIOGRAPHY

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Executive Summary
KIRLOSKAR OIL ENGINES LTD. (KOEL) is acknowledged leader in Engines, Engine Bearings, and Engine Valves & Diesel Generating Sets. These engines are the preferred choice when it comes to powering Agricultural Machinery, Construction & Material Handling Machinery, Marine applications & equipment used by Armed Forces. The Diesel Generating Sets in the range 5kVa to 6 MW are preferred by the industry at large, households & the service sector comprising of banks, telecommunication establishments, commercial buildings, hotels & restaurants. KOEL also offer generating sets over 1 MW that run on Heavy Fuel Oils. The company only manufactures the engine for the generator. Then they send it to the AGOEM’s (Authorized genset Original Equipments Manufacturer) for final process. They cover it by a canopy for being sound proof & attach the logo”KIRLOSKAR GREEN” with the generator. Today in Pune many new buildings are being made for both Commercial & residential purpose. For that the building contractors help to make a building. These building contractors also help hospitals, shopping malls, complexes, apartments & hotels to make a good building with all the amenities. As there is fiery competition between generator manufacturers, role of builder become vital. Hence we decided to do a Survey on building contractors in pune which help company to know pros & cons for their product & also lead me to direct interact with customer. This project helps me to understand & analyze available product’s strength & weaknesses, different competitors, behaviour of customer & vital experience to communicate with people. The sample was selected of them who are the customers/visitors of Kirloskar Green DG Set. It was also collected through personal visits to persons, by formal and informal talks and through filling up the questionnaire prepared. The data has been analyzed by using mathematical & statistical tools. The sample size of my project was limited to 120 people only. Out of which only 70 people had invested in Kirloskar Green. Other 50 people did not have invested in Kirloskar Green. After conducting this survey on building contractors, I come to the conclusion that, company has huge potential in pune region & it can capture major share by providing excellent after sales service. In the end I would say that in future the differentiating factors would be the quality of service & convenience in term of ease of use. KOEL need to focus on the speed & delivery of the serviceability part more & ease of use.

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INTRODUCTION
PROFILE OF COMPANY
Kirloskar Oil Engines limited

It has now been more than a century since the Kirloskar story started. We started with an aim of becoming the pioneers in fields in which our country needed innovation. In the 100 years and more that we have been in existence as a family and as an organization, we've been seminal to Indian agricultural and industrial development. We gave India its first iron plough, pump and engine; inventions that were devised from the need of the hour and went on to become signs of the time. Which is why our group history can in many ways can be considered a history of the economic and industrial revolution in India.

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The first Kirloskar Group Company

Kirloskar Brothers Limited (KBL) - the first Kirloskar venture at Kirloskarvadi was to become the base for all of the Kirloskar Group’s subsequent enterprises. It began as the only Indian company with its own standard products - the fodder cutter and the iron plough, which competed with the British products. KBL also manufactured groundnut shellers, sugarcane crushers and pumps, which were to usher in a new economic order in the Indian industry. To power these machines, diesel engines, coal gas generators and electric motors were developed at Kirloskarvadi. In a display of great versatility, KBL then shifted its focus to fluid handling and control. As India's largest manufacturer of pumps and valves, and also the group's flagship company, KBL lends its strength and expertise to every new venture of the Kirloskar Group. Playing a part in the War The intensified boycott of the British goods and the approaching World War threatened to stop imports of machine tools into India. The Kirloskar, with characteristic foresight began making machine tools. This paradigm shift of sorts, from farm implements to machine tools, created a new company - The Mysore Kirloskar Limited. This company, situated in Harihar, benefited greatly from the patronage of yet another Raja - the Maharaja of Mysore. In the first month of production, Mysore Kirloskar sold all of manufactured seven lathes.

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The new generation -Innovation, creation, tradition from colonialism to independence
An important change for the country and for one of its premier industrial houses was the Kirloskar Group. The altered political climate of the 1940s heralded the end of the princely patronage for enterprise. The policy shifts and changes in authority were the order of the day. This marked a turning point for the group. Shantanurao Kirloskar, the eldest son of the founder travelled to Pune to initiate a new aspect of the group's activities - diesel engines. His experience of trying to secure the land for his factory in Pune was quite different from his father's in Kirloskarvadi. There was no benevolent ruler here to bestow acres gratis. Shantanurao had to face the tangle of red tape and public resistance to acquisition of land for industrial purposes. Finally, after arguing that factories have a longer life than human beings Shantanurao Kirloskar won a place for Kirloskar Oil Engines Ltd. (KOEL), twelve months after signing an agreement of collaboration with Associated British Oil Engines Export Ltd. of UK. This collaboration, incidentally, was the first of its kind between an Indian and a foreign company, and signified a bridging of the technological gap between east and west. The KOEL factory was incorporated in 1946, and soon after that gave India her first vertical high-speed engine. Brijlal Sarda, who reported its satisfactory running for over 4 decades, bought this first engine!

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A new direction - services
The phenomenal success of the Kirloskar name prompted entrepreneurs and businessmen of the time to approach the group for guidance and expertise. This gave birth to the concept of formalized engineering consultancy and a new company - Kirloskar Consultants Limited (KCL) in 1963. Marking an extension of the group's repertoire from manufacturing to services, KCL, in its 25 years of operation, has contributed to critical areas such as defence, irrigation, roads and environment. This paradigm shift saw the setting up of yet another service company - Pune Industrial Hotels Limited in 1964, the Kirloskar Group's first foray into hospitality. This company set up Hotel Blue Diamond in Pune and began to manage Hotel Pearl in Kolhapur. The Baker's Basket confectionery chain and the Hotel and Catering Consultancy Services (HOCON) were also set up. The dawn of a new millennium To meet the changing demands of a global business environment and emerging economic trends, the Kirloskar Group has refocused and restructured its direction by concentrating on its core segment of agriculture, water supply, power, and air conditioning. By consciously opting out of hospitality, advertising and unreal services, the Group has channeled its potential in these core sectors. The Group aims at unlocking the strength and value in the Kirloskar brand and distribution to enhance returns for its stakeholders. It has identified and is implementing processes that would bring greater customer focus and competitiveness. Today, the Kirloskar Group is a conglomerate with interests across a diverse range of industries. It is still spurred by the simple yet profound ethic born with Laxmanrao Kirloskar.

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HISTORY

Kirloskar oil Engines limited was formed in 1946 by late Mr. Shantanurao Kirloskar .He founded Kirloskar oil Engines limited with the object of carrying on business of manufacturing and selling of all type of internal combination engines. The factory is situated on 55 acres of land in Khadki, Pune and was inaugurated on 25th April 1949.The production commenced immediately thereafter. The company secured the technical collaboration of British oil Engine (Export), now known as Hawker siddeley Brush International limited, for the period of 15 years up to 26 th June 1961. Initially production was restrieted to small diesel engines having agriculture and industrial applications. Over the period of time, the company developed medium and large engines; The year 1954-55 was the beginning of the decade of rapid growth. The company began exporting engines to Germany, The Middle East and The Far Eastern countries. In 1954 the company started manufacturing bearing primarily for the captive use stationary engines. In 1957,The Company entered into a technical collaboration agreement with Glacier Metal Co. Ltd. To cope-up with the increased demand, The Company launched the first phase of its expansion in 1958. In 1959-60, the company acquired Shivaji Works Ltd.as a subsidiary. The Company entered into technical collaboration agreement with French Company, eAgro French, 1961-62, for the manufacturing of light air cooled engines of modern design in the range of 20hp to 60hp: In 1970-71, The company promoted Kirloskar Kisaan Ltd., as fully owned subsidiary. In 1979, the company got the approval for collaboration agreement with Societe D’Etidues De Machines Thermiques (SEMT), France for manufacturing of pielstick engines. The agreement is valid for 13 years from 1981.In 1983-84; the Company manufactured the high power diesel engines in collaboration with SEMT Pielstick of France.

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In 1989-90, the Company undertook a scheme for modernisation of the Company’s plant at pune and Ahmednagar. During 1990-91 Company undertook packaging of gas turbines for industrial power generation market in 1MW to 10MW range in association with Solar Turbines Inc U.S.A. a subsidiary of Caterpillar U.S.A. In late 1993 Company. Secured the ISO 9001 certificate in first go. In 1995 - Approval from Government was received for setting up a project at District Nasik in Maharashtra for the manufacture of 300 units per annum of heavy duty large diesel generating sets. In this connection, a technical collaboration agreement was entered into with M.A.N.B & W Diesel GmbH, West Germany. In 2000, KOEL has been named the country's best automotive components manufacturer by the Automotive Components Manufacturers Association (ACMA) for 1999-2000. The Company has launched its `Gen Power 2000 Project' in Guwahati in collaboration Industries. In 2001, Kirloskar Oil Engines has launched a new range of ready-to-use gensets. In 2003, KOEL becomes the first company in the country to achieve compliance with the Central Pollution control Board's mass emission and smoke norms. with Assam Allied

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Business Location and Services

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Organization Structure

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Corporate Social Responsibility:
KOEL, as has been its tradition, willingly wears its social responsibility by sustaining initiatives that support the community. Throughout the year, it organized programs to improve the status of education and health of people living in the vicinity of its premises. KOEL continues with following initiatives

1. HEALTH  Individual • • Health check up camp Spectacles distribution • • • •

2. EDUCATION  Sponsorship Donation to SOFOSH and labs Financial support to orphans Performance awards for school children School bag and raincoat distribution

 Women • • Women health programme Yoga camp for women

 Community • Tree plantation • • • • Spraying & fogging De-addiction in workshop Pollution check ups HIV/AIDS Awareness program

 Awareness • • • Computer literacy for school children Livelihood programme for youth Study visits by school and college students

 Employability • Various occupational training programme for making candles, washing powder, Agarbatti, Rakhi & Papad. 3. GENERAL • • • • • Sport Tournament Community Gymnasium Well Reconstruction Environment program by Green peace Energy Conservation Competition

KOEL Objectives
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Kagal Project should be financially viable without considering the incentive benefits. To recover 100% Fixed Capital Investment at Kagal within shortest possible period in terms of VAT refund (recovered on Sales and paid to GOM) from GOM. This is critical in view of KOEL’s > 90% sales being out of Maharashtra and also because of proposed CST phase out plan of the Government. Any restructuring by KOEL should not be perceived as a device for solely availing incentive benefits from GOM. While achieving above, follow Corporate Governance guidelines and keep intact the image and reputation of KOEL. Restructuring, if any, should be long term. Restructured Company should be a going concern. Its existence shouldn’t end after availing of incentive from GOM.

Restructuring should be logical, justifiable and should achieve long-term business objectives. e.g. creation of customer centric organization focusing on sales and servicing of products. Price to the ultimate customer should remain the same. Creation of separate manufacturing/sales & services Company entails additional overheads, which should be offset by increased

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Vision 2012
KIRLOSKAR will become a globally major player in off - highway engines & power generation businesses by offering winning combination of quality, cost & delivery through innovation & unmatched services. Thus, we will strive to attain amongst top ten positions worldwide in selected engine businesses. While pursuing the above, we will continue to enhance the value of engine bearing & values business. Business for us is the best service, customer care and a lifelong relationship.

Mission 2012
 Over 11% profits on sales of Rs.8525 Cr.

 Achieve CII Exim Business Excellence Score of 600+ points by Assessment Year 2012.
 Sales turnover of Rs. 20,000 million Profit of Rs. 2000 million Exports at 25% of total sales Increasing market share by 5% in the domestic market 1,00,000 engines per annum by 2008-2009 Process centric customer driver organization.

Kirloskar has got market presence in all the sectors generic to the engines. i.e. Agriculture, industry and services.

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The Memorable Journey of “K” Group
18 1982 1984 1988 1991 1992 1993 1996 First pielstick engine manufactured. Thyristor convertor made; Kirloskar Ebara JV established for specialization in Pumps. Kirloskar Group completes a 100 years in operation; the Centenary year. Kirsons Trading Pvt. Ltd. Singapore established. Kirloskar Ferrous Industries Ltd. established. All major companies in the group receive ISO 9001 Certification. India's first Concrete Volute Pump installed in Dahanu; KOEL and KEC celebrate Golden Jubilee Merger of Kirloskar Oil Engines Limited, with Prashant Khosla Pneumatic Limited on March 1, 1996. With Baramati, undertakings of Poona Industrial Hotel Ltd. were sold to Taj Group of Hotels. Shivaji Works Ltd., merged with Kirloskar Oil Engines Ltd. Kirloskar Oil Engines Limited gets ISO 14001 certification for Environment Management Systems from TUV. He stepping down of Mr. Vijay Kirloskar as Chairman and Director as on 23rd July 1998, the following took over as Chairman and Managing Directors of the respective companies: Mr. Atul C. Kirloskar, Kirloskar Oil Engines Limited. Mr. Sanjay C. Kirloskar, Kirloskar Brothers Limited. Mr. Rahul C. Kirloskar, Kirloskar Pneumatic Company limited. Mr. Gautam Kulkarni co-opted as an additional director on the Board of Kirloskar Oil Engines Limited, and the directors appointed him as the Joint Managing Director with effect from 20th August 1998, for a period of five years.

1998

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Joint Venture between Kirloskar Oil Engines Limited and Denso Corporation, Japan, for the manufacture of car air conditioners and aluminum radiators for Automotive applications. Hotel Blue Diamond, Pune and Hotel City Inn, 4. Collaboration Agreement of Kirloskar Brothers Limited with Ebara CorporationJapan for Hydro Turbines. 1999 ISO 14001 Certifications for major plants of Kirloskar Brothers Limited and Kirloskar Oil Engines Limited. All India trophy of largest exporter of pumps for 11th successive year from EEPC. Mr. Vijay Kirloskar and six companies under him separate from the Kirloskar group of Companies. 2000 Launch of Kirloskar Green Power Ideas by KOEL at New Delhi on 26th Feb 2000. KBL gets order to supply concrete volute pumps worth 78 Million US Dollors to world's largest hydro-electric project : Sardar Sarovar Narmada Valley Project. Toyota Corp. Japan forms a joint venture with Kirloskars to manufacture multi-utility vehicle QUALIS. Agreement to dissolve the partnership between Kirloskar Oil Engines Limited and Briggs & Stratton Corporation, USA. 2002 Agreement to dissolve the partnership between Kirloskar Oil Engines Limited and KNECHT Filterwerke, Germany. Toyota-Kirloskar introduces its latest offering in India the luxury sedan CAMRY.

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2001

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PRODUCT PORTFOLIO
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BEARINGS

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From 3hp to 800hp, and from 2,400hp to 11,000hp, both air cooled and water cooled.

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QUALITY AND PROCESS GEAR
• • • •

ISO 9001, QS 9000, ISO 14001 and TS 16949 certified plants Self-certification status for quality systems from the Indian Army Modern Emission, Research Center and NVH Lab E-Business Suite covering the entire demand-supply chain, including CRM module

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EPacks FOR STAND-BY AND PRIME POWER FOR GENERATING SET OEMS

EPack is a sub assembly of engine complete with cooling package and alternator close coupled and resting on a common base-frame through anti-vibration mountings. With over 45% share of the Indian power generation segment we lead the world majors such as Perkins, Cummins, Iveco, and Caterpillar by a substantial margin. With annual volumes exceeding 55,000 gensets in the 15kVA to 300kVA range, we represent the world's largest Genset business.

GENSETS FOR TELECOM AND CELLULAR POWER
We are the first choice of global telecom OEMs and cellular service providers. A national fleet of over 45,000 Kirloskar Green Gensets ensures India's cellular network is kept ticking round the clock. To just name a few cellular majors, AT&T, Airtel, Hutch, Alcatel, Idea Cellular, BPL, RPG, Essar and ESCOTEL all count on Kirloskar reliability.

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An active population of over 2 million engines amply demonstrates product reliability and customer acceptance in these fiercely competitive markets.

GENSET AND ePacks - 15KVA / 50HZ PRIME TO 300KVA / 60HZ STANDBY
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We offer a comprehensive range of Gensets as well as ePacks to suit a wide-spectrum of end uses. These are available from 50Hz to 60Hz, with multiple voltage options, 1-Ø and 3-Ø, stationary or towable, open-skid to silent to super silent and manually operated to auto mains failure to webenabled.

LIQUID-COOLED R1040 SERIES ENGINES 42HP TO 210HP

• •

Sectors: agriculture, construction and earthmoving, power, oil and gas and transport Applications: gensets, agri tractors, backhoes, loaders, excavators, forklifts, pavers, compressors, cranes, aerial platforms, harvesters and assorted pump sets.

Most rugged engine in 2,3,4 and 6 cylinder configuration. Specially designed for heavy duty application.

Modular Design, No external piping.

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• •

Wide available range from 42HP to 210 HP Wet liner design ensures high reliability and low maintenance cost.

LIQUID-COOLED SL90 SERIES ENGINES 169HP TO 365HP
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Sectors: agriculture, construction and earthmoving, fluid handling (fire pumps), power, oil and gas and transport
• • • • •

Applications: gensets, fire pumps and compressors Highest power to weight ratio in its class. Low fuel and oil consumption. Wide available range from 169HP to 365 HP Wet liner design ensures high reliability and low maintenance cost.

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AIRCOOLED HA SERIES ENGINES, THE POWER DIFFERENTIATIONS, 20HP TO 121HP
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Sectors: agriculture, construction and earthmoving, oil and gas, power, utilities and transport

Applications: gensets, compactors, pavers, loaders, cranes, transit mixers, tractors, and assorted pump sets.

• • • • • •

Air Cooled technology, 2, 3, 4, and 6 Cylinder configurations. Modular Design, No external piping. Wide available range from 20HP to 121 HP Highest Reliability and Economy. Auto belt tensioning system, resulting in increased belt life. Ease of Maintenance.

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R810 Series
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    

Highly fuel efficient Robust construction 3000 rpm application capability 0.81 liter per cylinder configuration. Naturally aspirated and turbo charged. 3,4 cylindre incline versions available . Multiple auxiliary drive arrangements possible. Long life..


K Series
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World renowned technology 6,8,10 and 12 cylinder configurations. Modular construction, No external piping. Wide available range from 386 HP to 723 HP Flat SFC curve from 50 to 100% loads, unmatched fuel economy and lowest generating cost.

  

Electronic governor for isochronous governing and paralleling operations. Ease of Maintenance.

PA Series

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    

World renowned SEMT Pielstick technology. Suitable for running on HFO fuel. 1.6 to 6.3 MW Power plants Marine & coast Guard applications. Over150 prestigious PG installations

The KIRLOSKAR GREEN Genset
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BUSINESS MODEL 3 to 15 KVA Gensets exclusively manufactured by Kirloskar, sold and serviced through Dealerships.
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15 to 600 KVA

14 Exclusive Generating Set OEMs (GOEMs). They do not manufacture Gensets using others’ Engines, even in range not provided by Kirloskar. GOEMs sell through 270 Dealer network , who are linked to Kirloskar.

2000 to 6600 KVA

Kirloskar takes responsibility for Complete Project – Manufacture, Supply, Installation and Services.

ENGINE BEARINGS
Our bearings are available in a wide range of alloys: White metal, Copper- lead, Aluminium-lead-tin. All leading vehicle manufacturers in India - such as

• Eicher motors (Mitsubishi Cater), • Bajaj Tempo (Daimler Benz OM 616), • Maruti (Suzuki), • Premier Automobiles (Nissan-Sunny), • Mahindra & Mahindra, • Escorts (Ford 3600) and • Simpsons (AD3-152) • Tata Motors (Indica) source 75% of their engine bearings from us.

OFFERED SERVICES OF KOEL
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Extensive service network across the country with a service dealer located within 50 kms. of engine location anywhere in India.

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 Warranty of 18 months from date of dispatch and 12 months from commissioning or 3600 hours for Industrial Engines.  Online MTTR system to track engines under breakdown (Avg MTTR 42 Hrs).  Over 2000 Company Trained Service engineers offering round the clock service.  50 % service dealers with service vans.  50 % service dealers with ISO certification.  Single window service for Gen Set.  Customized AMCs to suit segment specific requirements.  K-oil / K-cool super plus for Product life extension.

1. KEY CUSTOMER
(A)ENGINES
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1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

15.

(B)POWER GENERATION

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(C)CELLULAR/TELCOM

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4.

GLOBAL & DOMESTIC PRESENCE
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(A)GLOBAL PRESENCE

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(B)DOMESTIC PRESENCE (a) MANUFACTURING & AREA OFFICES
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(b) OEM’s NETWORK

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(c) DEALER NETWORK

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5.
Significance:

OBJECTIVES AND METHODOLOGY

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Significance of the project is to find out the prospect buyer of Genset and also to provide key information about the buyer’s perception and preferences. The study also helps in getting information about the performance of the company as well as their own investment center or why people go for KIRLOSKAR GREEN. Study also helps in finding out the problems related to buyers.

Managerial Usefulness of Study:
 The study also provides the problems related to distribution of genset so that they can improve the service rendered by them as a distributor.  The study also gives information about prospective buyers both individual as well as institutional clients.  The study provides the complete information about all close competitors in genset.  It provides the feedback from customers regarding their problems and perception about investing in genset so that they can improve their services.

Objectives:
 To study the Oil Engine industries in detail.  To study the Investment procedure in Gensets.  To study in brief all the competitors.  To study in brief various Genset Models of KOEL.  To study the investors preference regarding Investment in Gensets.

RESEARCH METHODOLOGY
40 This report is based on primary as well secondary data, however primary data collection was given more importance since it is overhearing factor in attitude studies. One of the most important users of research methodology is that it helps in identifying the problem, collecting, analyzing the required information data and providing an alternative

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solution to the problem .It also helps in collecting the vital information that is required by the top management to assist them for the better decision making both day to day decision and critical ones.

Data sources:
(A) Primary Data

Primary data are those, which were collected afresh & for the first time and thus happen to be original in character. However, there are many methods of collecting the primary data. All have not been used for the purpose of this project. The ones that have been used are:

• •

Face to face communication (Interviewing) Observation

(B)

Secondary Data

When an investigator uses the data that has been already collected by others is called secondary data. The secondary data could be collected from the journals, reports and various publications. The advantage of the secondary data can be economical, both in the terms of money and time spent. In this report secondary data was collected through:

• • • •

Company balance sheets Reports and records Flow charts and tables Websites

Duration of Study:
The study was carried out for a period of two months, from June 1st, 2009 to July

31st, 2009.

Sampling:
(A) Sampling procedure:
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The sample was selected of them who are the customers/visitors of Kirloskar Green DG Set. It was also collected through personal visits to persons, by formal and informal

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

talks and through filling up the questionnaire prepared. The data has been analyzed by using mathematical/Statistical tool. (B)

Sample size:

The sample size of my project is limited to 120 people only. Out of which only 70 people had invested in Kirloskar Green. Other 50 people did not have invested in Kirloskar Green.

(C)

Sample design:

Data has been presented with the help of bar graph, pie charts, line graphs etc. The following are the questionnaires that was been carried out at the time of survey. The questionnaires also shows the value of KOEL & perception of customers towards KIRLOSKAR GREEN DG set.

1 2 3 4 5 6 7 8

KIRLOSKAR GREEN IN MARKET USES OF GENSET OF KIRLOSKAR GREEN SATISFIED CUSTOMERS OF KIRLOSKAR GREEN PERCEPTION ABOUT THE BRAND NAME BUYING BEHAVIOUR OF CUSTOMER TO KIRLOSKAR GREEN PREFERENCE OF CUSTOMERS TO KIRLOSKAR GREEN REASONS TO PREFER KIRLOSKAR GREEN AWARENESS OF THE BRAND NAME IN MARKET

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SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

1.

KIRLOSKAR GREEN IN MARKET

10% 15%

5%

K L K IR OS AR C UMMINS P OWE IC R A MAHINDR A GR AVE E S VOLVO AS HOKL Y E LAND

53% 17%

Interpretation: In Indian market there are many players except KIRLOSKAR such as: CUMMINS, MAHINDRA GREAVES, VOLVO, and ASHOK LAYLAND. During the market survey I found the KIRLOSKAR GREEN as a Major Player in the market. The KIRLOSKAR captured 53% of total market that is largest. As in the above chart the other players covers the remaining 47% market.

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

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2.

USES OF GENSET

17% Y ES 44% NO EAR IERNOT L NOW

39%

Interpretation: Genset is very essential to get power back up. Now a day everyone use the genset at home or at business place. There are three measures to know the genset uses in the market they are: YES, NO, & EARLIER NOT NOW. With the help of these measures I came to know the uses of gensets.

During the survey of market, I found the uses of KIRLOSKAR GREEN is largest i.e. 44%. In the figure 39% includes the gensets of all other players & the remaining 17% are the non-users or inverter users.

3.

SATISFIED CUSTOMERS OF KIRLOSKAR GREEN
44

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

80 70 60 50 40 30 20 10 0

76

17 7 YES NO C AN'T S AY

CAN'TS AY YE S

YE S NO C AN'TS AY

Interpretation: In every business the success depends upon the satisfied customers. It depends on the services offered to the customers. In this business the KIRLOSKAR offers many services such as: Effective establishment, Delivery on time, After sale service. The level of satisfied customers is 76% of total. KIRLOSKAR offers that a customer wants from a company. The percentages of unsatisfied customers are 17%.

4. PERCEPTION ABOUT THE BRAND NAME
45 SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

60

50

40

30

20

10

0 3-D Column 1

SATISFACTORY 13

GOOD 34

EXCELLENT 53

Interpretation: We can measure the Perception of Customers with the help of three levels that are: Excellent, Good, & Satisfactory. The brand name KIRLOSKAR GREEN is well known to everyone. During the survey 53% of the users of KIRLOSKAR GREEN said the brand is EXCELLENT, they are fully satisfied with the brand & the offered services. The 34% said GOOD to the brand & the remaining 13% said SATIFACTORY with the brand.

5. BUYING BEHAVIOUR OF CUSTOMER TO KIRLOSKAR

GREEN
46 SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

C AN'TS AY

14

NO

9

3-DBar 1 73 20 40 60 80

YS E 0

Interpretation: There is a said that “BRAND SPEAKS ABOUT THE PRODUCT”. It is correct that a product of a well known brand prefers mostly by the customers. The brand name KIRLOSKAR is well known in market. During the market survey, I found that 76% persons want to buy a new genset of KIRLOSKAR for their requirement.

6. PREFERENCE OF CUSTOMER TO KIRLOSKAR GREEN
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SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

MAY BE

19

NO

17

Bar 1

YS E

64

0

20

40

60

80

Interpretation: The Brand KIRLOSKAR is well known to everyone. Everyone wants to buy branded products for their use. The genset of KIRLOSKAR is preferred mostly.

During the survey 64% persons said “YES” to buy the product. The percentage of 17% said “NO” & 19% said “MAY BE”.

7. REASON TO PREFER KIRLOSKAR GREEN
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SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

PR ICE 23 % 5% 25% B AND R DEL IVER Y S VICE ER S UPPOR T QUAL ITY

28%

1 9%

Interpretation: An effective reason to buy a product is offered services. Because services attracts the new customers. KIRLOSKAR offers many services to the customer to buy their products. The service support channel of KIRLOSKAR is very strong. There are Five reasons to buy a genset with the customers preference. The Price of KIRLOSKAR is least preferred by a customer to buy. After sale service channel of KIRLOSKAR is very strong because it has a large chain of dealers. Due to after sale service it is mostly preferred. Then the Brand name is most preferred by the customers. The Quality of genset is also preferred by the customer at the time of purchase. It has a large Channel of dealers so the Delivery time is less than to others.

8. AWARENESS OF BRAND NAME ”KIRLOSKAR GREEN” IN

THE MARKET
49 SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

NO

33

3-DB 1 ar Y ES 67

0

20

40

60

80

Interpretation: The Brand name “KIRLOSKAR GREEN” is well known. In the market KIRLOSKAR is spreaded all over at Domestic & Global level. During the survey, In Indian market 67% persons knows the Brand name. Only 33% persons who don’t know the brand “KIRLOSKAR GREEN.”

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SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

6.
STRENGTHS:

SWOT ANALYSIS

The company has some its own strengths and competencies. They are as under:

 Good brand image in the market.  Market leader in quality.
 Delivery to customer as per schedule.  Well trained and flexible manpower.  Good dealership network and area officer.  Base load with institutional customer.  Low power cost in manufacturing.  Near to the transportation – railways as well as road transportation.  Quality is established presence in all market eastern zones, reasonable transportation facilities available for all area 25% of production is tied up with institutional customer.

WEAKNESS:
Everyone should have its own weaknesses like this company also has some weaknesses. They are:  Transportation problem during harvest season.  Inconsistency in appearance.  Already at peak utilization of current capacity.  Weakness core expertise on prevention maintenance.

OPPORTUNITIES:
The company has some opportunities in future for its growth. They are mentioned as under:  The company has a good share in the market.

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 The company has opportunities to tie up with customers.

 Can capitalize an upswing in market demand because of all India presence.
THREATS:
The company has some threats by competitors, market environment and some legal & political changes. They are mentioned as under:  Companies like Cummins Powerica, Mahindra Greaves etc. are major threats to Kirloskar.  Competitor’s product price is low in comparison to Kirloskar products.  More increase in competition.  Non exclusively with dealers. 51

FINDINGS:
 The company is performing well in regard to long term stability in the market.  The system has a strong after sale service channel.  Company is well known in the market.  Financial position of the company is strong.  Customers give good response to the KIRLOSKAR persons.

LIMITATIONS:
 Suggestion is based on the given information.  Due to the large number of employee it was not possible to collect all the information from each.

The time period is limited to know the entire process .We cannot draw effective conclusion as it is continuous process. The area of survey was limited to some particular areas.

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

.

CONCLUSIONS:
After conducting this survey on building contractors in pune, I come to the conclusion that, company has huge potential in pune region & it can capture major share by providing excellent after sales service. There are some other conclusions are also included:  The market reach of the company is very good.  The growth of the company is also appraisable  The company is a major player in the sector of power generation.  The service providing network of the company is very strong. .

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SUGGESTIONS:
The following are some suggestions, which will be useful for further improvement and efficient working of the company in future.  It is necessary to decrease the total expenses and to increase the profit.  Target based incentive.  Need for a checklist.  Branch wise budgeting.  Delivery channel must be fast.  Make the product easy to use.  Analysis and interpretation at the end of month.

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CUSTOMR SURVEY FORM
Name of the Customer/Company Name of the Contact Person Designation of the Person Address & Contact No. Nature of Business Please fill the following form for the purpose of a survey to know the Brand Awareness of KIRLOSKAR GREEN genset in the Real Estate sector of pune conducted by KIRLOSKAR OIL ENGINE LIMITED, PUNE. (1) Are you using a genset? YES (2) If YES, which Brand & KVA ratings? NAME: (3) Are you satisfied with the existing set? YES NO KVA Ratings: NO 53

(4) Are you aware of “Kirloskar Green Power Idea” DG set? YES NO (5) If YES, how do you perceive it? SATISFACTORY GOOD EXCELLENT

(6) If NO, would you like to see the Brand Presentation? YES NO (7) Do you want to purchase new set for new project? YES NO CAN’T SAY (8) Approximate month of purchase? _____________________ (9) Will you prefer KIRLOSKAR GREEN for your requirement? YES NO MAY BE (10) If YES, which attributes are most influential in your decision in purchasing the set? Please Rank them from 1-4.

SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

PRICE

DELIVERY

SERVICE SUPPORT

QUALITY

(11) Any ongoing projects & requirement of genset:(12) Suggestions/Remarks If any:-

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SURYADATTA INSTITUTE OF MGMT. & MASS COMMUNICATION, PUNE

BIBLIOGRAPHY Sites visited
1. 2.

www.kirloskars.com www.google.com

3. Annual Reports of KOEL.
4. Data from Dealers of KOEL. 5. Marketing Management- Philip Kotler.

6. Times of India. 7. Hindusthan Times. 8. Financial Express.

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