“A Market Study on Modular Switch”

With reference to

Anchor Electricals Pvt Limited, Hyderabad
Anil Kumar. P
Regd. No. 1225109303


 The wide network of Anchor's employees over 7000 people. systems and services efficiently and at competitive prices. 10000 dealers and more than 300000 retail outlets enables the Company to promptly serve its customers and provide them with suitable products.Anchor Electricals is the leading manufacturing company which has a company profile of 40 year ago with a crystal clear vision  Anchor has diversified its product base over the years and today caters to the almost all the household electrical and electronics needs.  Anchor manufactures over 3000 products under 20 major product groups and caters to core sectors of the Indian Economy viz. Electrical and Electronics Industry..  INTRODUCTION: .  Anchor's technological strength is today on par with the best in the world.

* Where as modular switch's has modular plate of tri. they hold the market share of 60% above of the nations. * Anchor was taken over by a Japan based electrical giants . * The basic difference is which non-modular consist of screw and wooden box fitting. (MEW).. penta etc.Matsushita Electric Works Ltd. * . * Basically it is now as Panasonic * * * * * * Anchor produces wide verity of electrical and electronic products in which in switches we can find the modular and non-modular switches.* Anchor is the one of the leading company among all the players.

. * It is also useful to expand their businesses in the areas where the customer’s density is high.NEED OF THE STUDY: ØThis research process is needed for Anchor electrical to analyze the market share of Anchor Roma sale in Hyderabad and plan accordingly for the following: * To launch new products of their company into market and introduce their existing products into new market segments. * To understand the customer satisfactory levels of present products and thereby modify the products. * It is also useful to know the weakness of the Anchor and strengths of competitors and thereby to use a strategy to correct its weakness in the market and gain new opportunities.

. pricing.OBJECTIVES OF THE STUDY: * To study the market share of major brands selling modular switch’s in * Market. ØSCOPE OF THE STUDY: * Since the data collected includes all the details of the monthly turnovers. * To study the strengths & weakness of Anchor. market pricing. rating the quality. And it helps in estimating the market share of Anchor Roma. * To analysing the quality. dealer network & supplies of Anchor Roma. * To study the customer need of the modular switch’s. dealer network & supplies of Anchor when compared with other players.

* We cannot say that what the consumer have revealed will be right for each and every situation because their perception is influenced by many factors. * Due to time constraint the study is limited to Hyderabad only and the sample size taken for the research is 125 units by selecting the respondents through random sampling technique. * Some of the customers showed less interest in providing information and haven’t cooperated. .LIMITATION OF THE STUDY: * The period of the project was not sufficient to study all the factors in deep.

29 3.543.83.000 7. market share of different brands Charts 1.34 2.90 98.43 Table1.000 39.55 14.000 0. market shares of different brands .23.390.85 12.11B.000 27.000 3.Data Analysis & Interpretation Market Components Total North Maru Havells ABB west Legrand Anchor share of each brand & over monthly turnover Monthly turn its Percentage 38813000 1.11A.

12B Response of outlet . Responses of the outlets Chart1.12A. of sample is 14 125 12 100 Tables1.Response of the outlets Constrains Response Percentage No. of outlets selling Anchor Roma is Total no. of outlets selling Anchor Roma is 110 88 No.

8 8.8 2.2 100 Table 1.13A Anchor Roma quality Chart 1.13B Anchor Roma quality .The quality maintained by Anchor Roma modular switches Constrains Average Good Best Poor Total Response 20 91 11 03 125 Percentage 16 72.

4 35.The Constrains major brands marketing prices of Anchor Roma switches Total Low Competitive At par High with 125 00 48 44 33 Responses 100 0 38. Marketing price of Anchor Roma Chart1.14A. Marketing price of Anchor Roma .2 26.14B.4 Percentage Table1.

4 4. Dealer network Chart1.15B.Rating the existing dealer network of Anchor Switch’s Total Poor Average Good Best Constrains 125 15 46 58 06 Responses 100 12 37 46. dealer network .15A.8 Percentage Table 1.

16supplies .16A supplies tables 1.Rating the existing service level with respect to supplies of Anchor Switch’s Total Poor Average Good Best Constrains 125 40 35 45 05 Responses 100 32 28 36 4 Percentages Table 1.

*We also find some duplication problems in product.FINDINGS: *Anchor Roma is giving a good quality product & also Roma is competing with other players. hence the retailers & wholesalers are not satisfied with the supplies of product.  *  . *Dealers suggesting to facilitate the replacement service for modular switch’s also. *There is a huge demand in the market for Roma. *There is a scope of creating artificial demand of a product.

SUGGESTIONS:   Majority dealers and retailers suggested that the quality of Roma is good. due to this dealers are not able to get the product in time Dealers suggested having similar kind of discount offers for all. Need to concentrate on promotional activities Marketing executives should have regular contacts with dealers and retailers. there is a scope up gradation of technology. Anchor very much lacking behind supplies. .

the maximum sales is of Roma itself. Due to shortage of product customers and dealers are shifting to other company product.CONCLUSION:   From the above marketing study conducted on modular switch’s have a wide scope of growth in market. market sales& pricing Anchor Roma is one of the best product and giving good competition. Anchors strength is there goodwill. Even though Anchor is holding 60 percent share in the global market. . If the same scenario continues Anchor may loose there market and the competitor may have better edge than Anchor. even people also believe the brand hence they less focus on promotional activities. Their market area is vast so demand of the product is also high. Due to this reason only Havel’s & Legrand are equally competing with Anchor. As par the quality. But when I approached the out lets some dealers & retailers felt the service of Anchor is not satisfied they even says that after the takeover of Panasonic the management function is not up to the expectations. Anchor is the one of the leading company.

thanq .

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