Summer Internship Project Report

On

“MARKET STUDY POTENTIAL FOR ATLAS COPCO

INDUSTRIAL VACUUM PRODUCTS”

Under the Guidance of :

Mr. Anoop Singh Ms. Saloni Chitkara

Territory Manager Assistant Professor
Atlas copco Vacuum solution IMS, Ghaziabad

Submitted By
Rishav Manav
BM-018264

Institute of Management Studies,

Ghaziabad

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ii | P a g e
 Summer Internship Project Report
On
“MARKET STUDY POTENTIAL FOR ATLAS COPCO
INDUSTRIAL VACUUM PRODUCTS”

Submitted in partial fulfillment of the requirements for the Two Year Full Time Post
Graduate Diploma in Management
Session

Under the Guidance of :

Mr. Anoop Singh Ms. Saloni Chitkara

Territory Manager Assistant Professor
Atlas copco Vacuum solution IMS, Ghaziabad

Submitted By
Rishav Manav
BM-018264

Institute of Management Studies,

Ghaziabad

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 CERTIFICATE OF ORIGINALITY

I hereby declare that this Summer Internship Project is my own work and that, to the best of
my knowledge and belief, it reproduces no material previously published or written that has
been accepted for the award of any other degree of diploma, except where due
acknowledgement has been made in the text.

Rishav Manav
BM-018264
18-07-2019

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INDUSTRY CERTIFICATE

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SCREENSHOT OF LETTER OF RECOMMENDATION BY ATLAS
COPCO ON LINKEDIN

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 CERTIFICATE

This is to certify that Mr. Rishav Manav PGDM (2018-20 Batch) a student of I.M.S.
Ghaziabad, has undertaken the project on “MARKET STUDY OF POTENTIAL FOR ATLAS
COPCO INDUSTRIAL VACUUM PRODUCTS ”. To the best of my knowledge, the survey, data
collection, & analysis work for preparing the project has been carried out by the student in
partial fulfillment of the requirements for the award of PGDM, under my guidance and
supervision.

I am satisfied with the work of Mr. Rishav Manav

Date:
Ms. Saloni Chitkara

(Signature)

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 ACKNOWLEDGEMENT

I would like to thank my project guide Mr. N. Vigneswaran – Business Line Manager, Atlas
Copco India pvt ltd, for providing an opportunity to explore my professional capabilities and
develop my skillset as a marketing professional. The amount of freedom provided by him
has enabled me to deliver the desired result to the best interest of the company and benefit of
my professional career.

I would like to extend my sincere gratitude to Mr Anoop Singh, my mentor and Territory
Manager of Atlas Copco, for constant technical inputs and support from his side. I would
also like to thank other staff members of Atlas Copco – especially Mrs. Swapnali Shinde and
dealer of Atlas Copco Berico Sales for their support in successfully completing my project.

I sincerely thank Atlas Copco India for providing me this exciting opportunity which I
consider as a remarkable milestone in my professional career.

Additionally, I would like to thank my project mentor Mrs. Saloni Chitkara Faculty member,
IMS Ghaziabad for her support and guidance.

Also, I would like to thank all the faculty members of IMS Ghaziabad for their guidance and
support.

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 EXECUTIVE SYNOPSIS

Atlas Copco, a brand well known in Industrial Compressors segment, has entered in
Industrial Vacuum pump product segment using compressor technology. Summer internship
training was conducted by the organization where technical details of Atlas Copco Industrial
Vacuum products were explained in detail. Other details such as competitors, existing market
trends and behavior as identified by the company was explained during the induction
program.

As a summer intern, I was assigned to identify the market potential of Vacuum product in
Punjab, Himachal Pradesh and Uttarakhand region. The product, however, is a premium
product and it is capable of bringing down the energy consumption of existing vacuum pumps
(compared to other competitor brands) at more than 50%. A thorough investigation on usage
of Industrial vacuum product in various applications has to be identified and consumer
awareness must be created about the product.

The technical selling process requires a deeper understanding of various application of

vacuum pumps in every industry. It also requires to understand the functionality of the
product to identify other unidentified applications. Cold calling was adopted as a primary
method for identifying potential customers. Private database of companies which is used by
Atlas Copco was shared to filter the potential customers. However, other resources like
Industrial Estate portal, industrial directories and other online resources were also used to
identify potential customers.

Appointments were generated through cold calling. Data regarding existing vacuum system
were collected using questionnaire prepared during 2 days of training process. This
comprehensive data provides detailed information about the type, technology, power,
capacity and quantity of vacuum pumps being used by the potential customer. This data forms
the base for further market analysis. Patterns are seen in type of technology being used.
Consumer preference is also taken into account during product presentation and interaction
process. The market is segmented based on the kind of use: OEM (Original Equipment
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Manufacturer), integrated machine users and Standalone machine users. Another method
adopted to segment the market is based on the application. Every application of vacuum
pump should be dealt as separate market segment as the consumer requirement in every
industry are different.

As per the finding the Companies are segmented sector wise and different products of
industrial vacuum are targeted as per Company so that the reach increases as such the market
of liquid ring pump is much in rubber based Company and too in Diary based similarly we
could pitch our GHS range of Vacuum pump in packing based industry.

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 Table of Content

Chapter Section Description Page

No. No.

Certificate of originality i.

Industry certificate ii.

Screenshot of letter of recommendation by Atlas Copco on LinkedIn iii.

Certificate iv.
acknowledgement v.
vi.
EXECUTIVE SYNOPSIS
Table of Contents vii.
List of Figures viii.
1 Introduction 1-13
1.1 Problem bag round 1

1.2 Project Description 1

1.3 Business case 2

1.3.1 Project objective 3
1.3.2 Business profile 4
1.3.3 Industry profile 4-7
1.3.4 Organization profile 7
1.4 Product portfolio of Atlas Copco vacuum 8-13
1.5 Literature review 14-15

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2. Research Methodology 16
2.1 Process of data collection 16-17
2.2 Tools 17
2.3 Statistical technique 18-19
2.4 Technique suggested by Company to be used 20-22

3. Findings
4. Findings of objective undertaken 33-34
5. Analysis 35-37
6. Conclusion and Recommendation 38-39

7. References 40

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 List of Figures and Tables
Figure Description Page
No. No.
Q1 A pre design questionnaire was given by the company 18-19
Q2 Questionnaire filled of Alliance ( FMCG soap segment) 23
F1 Busch vacuum pump in Alliance 24
F2 Busch dry rotary vane vacuum pump used in pick and drop 24
application
Q3 Questionnaire filled of Wipro limited ( FMCG Cosmetics) 25-26

F3 Busch vacuum pump in Wipro 26

F4 Tuthil vacuum pump in Wipro 26

Q4 Questionnaire filled of Mankind (Pharma segment) 27-28
F5 Vacuum pump for Capsule filling 28
F6 Vacuum pump used for auto clamping 28
Q5 Questionnaire filled of Metro tyres 28-29
F7 Tyre manufacturing in process 29
F8 PPI vacuum pump in working 29
Q6 Questionnaire filled of Chatta food 30

F9 Food packing using vacuum 31

F10 During plant visit 31

F11 Vacuum application in Tumbler 31

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 1. INTRODUCTION

1.1 PROBLEM BAGROUND

1.2 Project Description

Atlas Copco has been in vacuum business for a span of 7 years. Having set global
standards in compressor business by holding close to 90% of market share, the company
has started to lay its footprint in vacuum pump business. Screw technology is used in
vacuum pumps – a proven technology which was used in Atlas Copco compressors. The
products belong to sustainable products segment which is capable of reducing the energy
consumption of vacuum system at more than 50%. Value selling technique is adopted by
the sales team which identifies the current energy consumption of existing vacuum system
and calculates the return on investment for the potential customer when moved to Atlas
Copco vacuum product. There are six different variants of vacuum pump as explained
above. These variants are used in specific applications in industry. It is necessary to
understand the functionality of every product which will facilitate in matching with a
particular application in an industry segment. Given the business situation, the project
was to identify the potential market in Punjab, Himachal Pradesh region.

With Chandigarh as the working center, various industries that has the application of
vacuum pump must be identified. The primary identification was made through internet
resources. Relevant industries that has the application of vacuum pump as instructed
during two days training program, has to be identified through publicly available
resources like internet, industry directory, government information portal etc. Apart from
these sources, Atlas Copco provided a private industry directory that helps in identifying
relevant companies. Once the companies are identified, cold calling technique is used to
approach the potential customer. It is necessary to get in touch with utilities or
maintenance team of the concerned company which will enable to talk about the technical
details of the product. Once the potential customer is identified, a face-to-face meeting is
arranged. A set of questionnaires is prepared to understand the existing vacuum system
of the potential customer which can used for analysis.

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It is necessary to visit all types of industries as the application of vacuum pump in
different industry is not fully identified. Understanding the working of vacuum pumps
and understanding the basic processes involved in an industry is necessary to predict the
application of vacuum pumps in that particular industry.

1.3 Business case

The Market Study of Industrial Vacuum project is being performed to create awareness
about the technologically advanced Industrial Vacuum product produced by Atlas Copco.
The product aims at reducing the energy consumed by Industrial Vacuum pumps by
providing a sustainable solution. Customer knowledge about Atlas Copco vacuum pump
product has been identified to be minimal in the region. This is primarily due to lack of
market penetration in all parts of Punjab . A general product presentation meeting with
the technical team of an industry, involving detailed technical description of existing
system can open up new market for Atlas Copco vacuum pump products. A questionnaire
was prepared which was instrumental in collecting existing details of vacuum system in
a company. The data collected through the questionnaire shall be used for future
references to attract the target customers.

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 1.3.1 Project Objectives

The business objective for this project is to explore the assigned market of Punjab,
Himachal Pradesh and Uttarakhand

1. Identify the market potential for Atlas Copco range of Industrial

vacuum products
2. Awareness about the products of Atlas Copco industrial vacuum.

3. Evaluate the sufficiency of dealers and sales engineers in Punjab,

Himachal Pradesh region based on the business potential

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 A. BUSINESS PROFILE

B. Industry profile

A vacuum pump is necessary for a range of industrial settings and applications. These
include: labs, surgical procedures, dental operations and a variety of manufacturing
applications. Other applications include: ion implantation, dry etching, atomic layer
deposition, electron microscopy, radiotherapy and radiosurgery.

In labs, vacuum pumps help to control delicate testing environments when contaminants
could destroy experiments. During surgical procedures or dental operations, provide
suction to improve cleanliness and visibility. In terms of manufacturing, vacuum pumps
are essential for vacuum forming, creating eye lenses, producing light bulbs and carrying
out many other complex assembly steps that would be almost impossible without vacuum
technology.

Some of the many industries in which vacuum pumps are important include: laboratory
and research, healthcare and medicine, dentistry, industrial manufacturing, plastic
molding, food processing, semiconductor and vacuum coating.

 The History of Vacuum Pumps

Vacuum pumps have been around for quite some time. Originally, they were created just
for use in demonstrations and research. When this was the case, they were made from
glass and were about the size of a large glass jar. To make it work, users would coat its
edges with liquid sealant, then place it upside down on a surface with an outlet. Then,
they’d remove air via an air pump attached to the surface outlet.

The first true vacuum pumps were invented in the 1650s by Prussian engineer and
physicist, Otto Von Guericke. His first vacuum pump invention was the air pump (1650),
which he used to create partial vacuums. It was known to achieve must lower pressure
levels than those pumps that came before it. In 1654, he demonstrated efficacy of his
vacuum pump during an experiment known today as the Magdeburg hemispheres
experiment. During said experiment, he proved that not even two teams of horses could
separate two hemispheres that he had joined together with a vacuum (evacuating the air).

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In the 1660s, Irish scientist Robert Boyle improved on Guericke’s model and used it to
conduct experiments of vacuum properties. Then, British philosopher Robert Hooke
helped Boyle develop an air pump that creates a vacuum.

After this, the scientific and engineering community lost interest in vacuum pumps for
quite some time. It was not until 1855 that they returned to it. In 1855, Heinrich Geissler
invented the mercury displacement pump, quickly leading to the invention of the vacuum
tube. In 1865, German chemist Hermann Sprengel invented a vacuum pump (the Sprengel
pump) that uses mercury drops, which fall through a small-bore capillary tube, in order
to trap air that will be evacuated from the system. Later, Nikola Tesla created a device
that contained a Sprengel pump, designed to create a high degree of exhaustion.

Vacuum pumps created during the 19th century were simple, low capacity fans that
created small vacuums. Today, vacuum pumps, while based on these same models, are
far more effective and efficient than their predecessors.

 Design
Manufacturers usually make vacuum pumps from tough, corrosion resistant materials like
stainless steel or titanium.

When designing and customizing a vacuum pump manufacturers consider a number of

factors. These include: component materials, maximum and minimum vacuum level,
maximum and minimum flow rate, pump size and pump speed. They make decisions on
these details based on specifications such as: the type of liquid or gas to flow through the
pump, the dimensions of the enclosed space in which the vacuum pump will go and the
general nature of the application (how often it will be used, its required speed, its industry
requirements, etc.)

To customize a vacuum pump system, manufacturers can do a lot of things, like using a
unique number of pumps, or including chambers and seals, to create a higher or lower
vacuum.

 Features
The basic vacuum pump features one or more pumps, an inlet port and an outlet, or
exhaust, port. In addition, some vacuum systems feature metal chambers with metal
gasket seals. These are used to achieve a higher vacuum.

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Regardless of their individual features, all vacuum pumps work by sending air out of an
enclosure, then preventing it from coming back in. To help the system run smoothly,
many also feature vacuum pump oil.

 Types
There are several types of vacuum pump systems. Essentially, every vacuum pump is an
air pump because it moves air out of an enclosed space while also preventing it from re-
entering that space.

Wet Vacuum Pump

A wet vacuum system is any vacuum system that makes use of liquid at any point in the
process. Wet vacuum pumps are able to achieve a lower vacuum pressure. The only
downside is that wet vacuum pumps require much more maintenance and their failure
could be very costly to industrial operations.
Wet vacuum systems may also use oil or lubricant as a sealant in order to create air-tight
compression. If they use liquid within their mechanical enclosures to create airtight
seals, they are known as liquid seal vacuums. If they use oil to provide the seals, they
are known as oil-sealed vacuums. Oil-sealed vacuums are best in high-intensity
situations because oil is an excellent seal between moving parts.

Dry Vacuum Pump

Dry systems are the opposite of wet systems; at no point do they use any liquid. Dry
vacuum pumps eliminate the need for added oil, but they tend to be less effective in
collecting contaminants and other particles. However, they do typically require less
maintenance and are less likely to fail during critical applications. That’s why they are
optimal in a completely different set of applications, such as aircraft instrumentation.

Finally, there are other vacuum pumps that feature the characteristics of more than one
main pump type, or are unique to themselves.

Rotary Vane Vacuum Pump

Rotary vane pumps are a type of oil sealed vacuum. These air-cooled, direct-drive
pumps are used to pump dry, clean non-reactive gases. They are valued for their small
carbon footprint and reliability.

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Screw Air Compressor
Screw air compressors, also known as rotary-screw compressors, are gas compressors
that work using positive displacement. Types include: piston vacuum pumps, diaphragm
pumps and liquid ring vacuum pumps.

Piston Vacuum Pump

Piston vacuum pumps, or rotary piston vacuum pumps, are industrial vacuum pumps.
They consist of rotating, varied-length pistons that pump fluids through check valves.

Diaphragm Pump
Diaphragm pumps pulsate to displace fluid, as check valves control the direction of
fluid flow.

Liquid Ring Vacuum Pump

Liquid ring pumps are used to evacuate dry and wet gases, as well as condensable
vapours and small liquid particles suspended in incoming gas.

Specialized Vacuum Pumps

There are a variety of specialized vacuum pump types, used for specific purposes.
Examples include laboratory vacuum pumps, medical vacuum pumps, high vacuum
pumps and automotive vacuum pumps.

C. ORGANISATION PROFILE

Atlas Copco was founded in 1873, in Stockholm, Sweden. The Atlas Copco Group is a
world-leading provider of sustainable productivity solutions. The Group serves
customers in more than 180 countries with products and services focused on
productivity, energy efficiency, safety and ergonomics.

Atlas Copco India, established in 1960, is the country’s leading manufacturer of

innovative solutions in air compressors and industrial gases, energy efficient vacuum
pumps, portable compressors, light towers and generators, ergonomically designed
industrial tools and assembly systems.

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 A. ATLASCOPCO INDUSTRIAL VACUUM DIVISION

industrial vacuum products are used in different industrial processes like printing,
plastics, packaging, pick and place, food processes, tobacco, electronics, pharma, tyre
manufacturing, refrigerators vacuum forming, transformer oil filtration, woodworking,
bottling, canning, automobile windshield float glass lamination, glass bottle forming,
steam generators, turbine manufacturing, evaporator process in dairy industry,
crystallization process in sugar industry, distilleries and so on.

B. PRODUCT PORTFOLIO

Atlas Copco Vacuum pump consists of 6 different variants based on the technology and
application that can be used. Added to the basic product, boosters and other vacuum
accessories such as vacuum receiver chamber, different variants of vacuum filter and
standalone controllers are also provided by Atlas Copco.

The details of Atlas Copco vacuum products are as follows:

 GHS VSD+ Screw Vacuum pump:

o Oil Injected screw technology
o Premium efficiency IE3 Motor
o Integrated variable Speed Drive
o Very Low Noise level
o Advanced Microprocessor controller
o Optional Humid and turbo versions
o Air-cooled

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  DZS, DZS VSD+ & DZM Series Dry Claw pump
o High efficiency Stainless Steel Claw
element
o Oil Free Technology
o Resistive and Durable coating
o DZS VSD+ : VSD Mounted Motor. Your
mobile phone is your HMI !
o Compact and Lower noise levels
o Simple, Durable & very low maintenance
o Modular design with effective cooling
built-in
Product Series Nominal Displacement Ultimate pressure
(m3/Hr) (mbar.a)

GHS 350-1900 68 to 1900 0.35

VSD+

GHS 3600-5400 3828 to 5004 1

VSD+

o DZM : Multile Claw with Variable Speed Drive

o Lower power consumption

Product Series Nominal Displacement (m3/Hr) Ultimate pressure (mbar.a)

DZS 65 to 300 50 - 140

DZS VSD+ 24 to 394 50 - 140

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DZM 44 to 1230 140

 GVS, GVS VSD+, GVD & GVC Series Vane Pumps

o High Efficient Oil-Injected Vane elements
o Best effective pumping speed
o Compact, Low Noise & Coolest pump on the
market
o Easy serviceability & Less parts
o Life Cycle Cost – Best in Industry
o Oxygen variants
o GVS VSD+ : VSD mounted on Motor

Product Series Nominal Displacement Ultimate pressure

(m3/Hr) (mbar.a)

GVS A - Single Stage 16 to 840 0.1 to 0.5

GVS A VSD+ - Single 38 To 381 0.1 to 0.5

Stage

GVD - Dual Stage 0.7 to 275 0.001 to 0.003

GVC –Single stage (Multi 25 to 900 0.1 to 0.5

Vane)

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DHS VSD+ Dry Screw Pumps

o High Efficient Oil-free screw element

o Integrated VSD and stable vacuum set point
feature
o GXS Series Dry screw vacuum pump
o Non cantilever design – Low vibration
o Direct gear drive
o Advanced sealing technology
o Hermetically sealed motor
o Integrated booster option inside the canopy

Product Series Nominal Displacement Ultimate pressure

(m3/Hr) (mbar.a)

DHS VSD+ 65 to 200 1

GXS 160 to 740 0.003 to 0.007

GXS with 1200 to 3450 0.05 0.0007

Booster

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 LRP VSD+ Water Ring vacuum pump

o Stainless Steel impeller

o Integrated VSD for main motor
o Total Water recovery system
o Inbuilt SS recovery tank
o Inbuilt Heat exchanger
o VSD for Water circulation pump
o Spray nozzle for High steam load
o Anti-cavitation protection
o Anti-Seizure Algorithm

Product Series Nominal Displacement (m3/Hr) Ultimate pressure (mbar.a)

LRP VSD+ 350 to 1150 25

 AWS,AWD & AWL Series Liquid Ring Vacuum Pump

o Condensate and liquid load handling capability
o IE3 premium efficiency
motors
o VSD cabinet & constant
vacuum set point feature
o Available
o Only blocks
o Based Mounted without
motor
o Total Recovery
o Engineered system

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Product Series Nominal Displacement Ultimate pressure
(m3/Hr) (mbar.a)

AWS ( Single Stage) 170 to 5400 30

AWD ( Dual Stage) 195 to 4500 30

AWL ( Single Stage) – Belt Drive 5400 to 37500 160

 DRB and ZRS Series Boosters

o High quality oil-free pumping
mechanism
o Quiet, vibration free operation.
o Rugged and corrosion resistant.
o Operating at relatively low pressures -
Highly reliable
o Advanced shaft-seal technology
o No oil contamination of the process chamber
o Can operate continuously at all pressures when used with a backing pump

Product Series Nominal Displacement (m3/Hr)

DRB Booster 250 to 2050

ZRS Booster 310 to 4200

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1.5 LITERATURE REVIEW:

1) Eriksson, M. (2016): Despite its contemporary relevance, we still have limited

empirical knowledge about the forces underlying complex internationalization
processes as when multinational corporations (MNCs) seek to enter new growing
markets. Based on a real-time process study comprising ninety interviews and two
hundred hours of observation made between 2009 and 2012, Atlas Copco’s entry
into the Chinese mid-market was investigated. The intra-organizational analysis
showed that three inter-related processes were underlying Atlas’ market entry and
the results suggest that multiple interrelated motors may drive many contemporary
internationalization processes. The processes identified are a sequential strategy
process, an evolutionary process which shows that routines changed, and a
political process. A somewhat surprising finding is that the main driver of
internationalization according to received theory, the firm’s accumulated
experiences, not only can drive internationalization, but may also hamper MNC
managers’ possibilities to enter many of today’s new and growing markets. The
findings add to our knowledge of the internationalization process in an
increasingly complex international business setting, and especially highlight the
need to distinguish between the sequential strategy process – more in line with
received theory – and the other processes, in order to get a more full-fledged
picture of what internationalization in large MNCs is all about.

2) Hanson, G. H. (2005): The paper, tells about the spatial correlation between wages
and consumer purchasing power across U.S. counties to see whether regional
demand linkages contribute to spatial agglomeration. First, I estimate a simple
market-potential function, in which wages are associated with proximity to
consumer markets. Second, I estimate an augmented market-potential function
derived from the Krugman model of economic geography, parameter estimates
for which reflect the importance of scale economies and transport costs. The

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 estimation results suggest that demand linkages between regions are strong and
growing over time, but quite limited in geographic scope

3) Nilsson, A., Rydberg, A., & Hildebrand, F. (2019): The increasing presence of
globalization in our everyday life makes it apparent that internationalization is no
longer a topic relevant only for a few multinational companies, but for essentially
every company that wishes to expand or even survive in their domestic market as
well as in foreign markets. In light of this, research on how firm chooses FMEM
has surged, and it is evident that it is an important topic. Numerous theories and
factors have been examined in order to explain what motivates the choice of
FMEM, but there is notable absence in connecting the business model to the
FMEM. Despite the increasing attention and prominence of the business model,
to date, there is little research that looks at FMEM decisions through a business
model perspective

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2 RESEARCH METODOLOGY

Research design: It was a descriptive study.

Sample unit: Company’s using different vacuum products.

Sample size: 72 (use to meet the maintenance head and sometimes the machine
operators)

Sampling technique: I used convenience sampling to collect the data.

Sampling area: Punjab, Himachal Pradesh and Uttarakhand

2.1The process of data collection

Identification of potential customer

Selection of Filter relevant

Cold calling
industrial area customers

1. Selection of industrial area

a. Industrial areas were identified using government portals and industrial
directories from online sources.
b. These industrial areas were explored by field visit as well as sources like
google maps
c. The density of industries available in a particular area is noted through
google map and field visit.
d. Location with dense industrial presence is selected for the next step
2. Filter relevant customers
a. Once an strial estate is selected, all the industries present in the locality is
analyzed
b. Industry relevant to vacuum application is identified by studying the
product developed and processes followed by the particular company. For

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 example, in rubber manufacturing company, vacuum pumps are used in
vulcanization process
c. The application may vary across industries. It is necessary to understand
the technical process followed by every companies to identify scope for
vacuum pumps.
d. These technical processes were studied through online sources like
company website and other blog sites
3. Cold Calling
a. Once the process adopted by the company is understood and it is found
that there is chance for vacuum application in the process, cold calling
option is resorted
b. Contact details can be gathered through online sources which will get us
in touch with receptionist or gate keeper or marketing team in most of the
occasion
c. As we are seeking technical details of the company it is necessary to get
in touch with maintenance or utility or production team of the company
d. During the discussion, application where vacuum system can be used is
talked about which will prompt the customer to reveal details of existing
vacuum system.
e. When it is understood that there is existing vacuum application in the
company, arrange a face-to-face meeting with the customer on any
convenient date
f. This meeting will facilitate in gathering data of existing vacuum system
through a set of prepared questionnaires

2.2 Tools

1. Data of existing vacuum system is necessary to understand the capacity of the

potential customer
2. It can be used to calculate the energy saving capacity of Atlas Copco vacuum
products by comparing with existing system
3. It helps understand the application and suggest relevant technology pump. For
example, some companies may used Liquid ring vacuum pump (irrespective of
application) which uses water resources. The system may not require water

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 circulation and wastage in some cases. Here, there is scope of avoiding wastage
of water and also energy saving can be done using Atlas Copco water free, air
cooled vacuum pumps

2.3 Technique used:

A pre design questionnaire was given by the company which was used during face-to-
face meeting with the potential customer.

Description Unit Pump Pump

1 2
Segment

Application

Technology of Vacuum pump

Type of Pump ( Wet or Dry)?

Pumping Speed or Flow rate m3/hr

Designed vacuum (Name Plate) mbar.a

Process vacuum level ( Actual) mbar.a

Process evacuation time (If Applicable) mins

Motor Rating kW

Make

Model

Year of Manufacturing

Annual Working (Uasage) time Hours

With VSD or Star-Delta Starter?

Centralised or Decentralised

If it is a Liquid Ring pump, What is the sealant water temprature? Deg C

Quantitites

Working (or) Standby

Inlet temperature from the process (at the pump inlet) Deg C

Inlet Connection flange size inch

What would be the minimum particle size from process side Microns

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How much particle carry over would be there at present reaching the (kg/day)
vacuum
Nature &pump
description of dust

Is there any pre filter or bag filter currently installed between process chamber
and vacuum pump to remove the dust
Any water vapors from process side entering into the pump Lpm or
kg/hr
Is there any condensor or water separator currently installed between process
chamber and vacuum pump
Your recommendation of suitable size, technology and model of pump

Do you face any performance problems in your existing vacuum pumps

what is the maintenance cost per pump per year

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3 TECHNIQUE SUGGESTED BY COMPANY TO BE USED

Presenta
Prospectin Handling
Preapproa Approac tion and Follow-
g and objection Closing
ch h demonst up
qualifying s
ration

Prospecting and qualifying

Qualified customers are identified through various online sources and industrial
directories provided by Atlas Copco. Approaching the right customer is crucial, whereas
in this case, it is necessary to take an informed chance in approaching a customer. This is
because, approaching a new customer from unidentified industry category can open new
business opportunity for the company. The most reliable source of contact information
can be obtained from referrals from suppliers, dealers and online platforms. However,
dropping in unannounced to various potential customer is the first option resorted to. Cold
calling is the most used method to identify the potential customer.

Preapproach

The type of organization is studied before making a cold call to understand and analyze
if there is any vacuum application in the company. Once it is understood that there can
be vacuum application, then telephonic conversation is made with the maintenance team
of the organization. This conversation is basically to confirm the presence of vacuum
application in their process. This forms the call objective which in this case is to qualify
the prospect. Then a meeting is arranged with the maintenance team to gather information
of their existing vacuum system.

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Approach

It was generally preferred to meet the customer in person and gather technical information
of existing vacuum system. However, certain customers may not find time in offline
meetings in which case an introductory mail about the Atlas Copco vacuum products were
sent to the potential customer. During personal meeting, opening with brand name and
USP of the vacuum product was largely used. Subsequently, some key questions will be
asked to understand the customer need and behavior.

Presentation and demonstration

During face-to face interaction with the maintenance team, after gathering relevant
information, it is necessary to start a value story by understanding what the customer
perceives as the most valuable aspect in a vacuum pump. Generally, the value story of
Atlas Copco vacuum pump says that it is capable of reducing energy consumption by
more than 50% which is the USP of the product. The value delivered by Atlas Copco may
differ from value perceived by the customer. There are other aspects such as maintenance,
availability of service team, pricing, working efficiency of the machine (probably due to
bad past experience), suitability of machine to the particular application which can
become major customer requirement which should be considered as value from customer
side. It is necessary to listen to the customer and build strong customer relationship at the
first meeting which could lay foundation for a long-term business relationship.

Handling objections

Objection can happen before the presentation stage. This is because cold calling can end
up in approaching customers who are relevant but not interested in any purchase or sales
demonstration. In B2B marketing, no customer will resort to a single supplier. There are
various criteria that will be considered before placing an order. It is necessary to deliver
the product portfolio to the desired customer and wait for a response from customer end.
In this case, requirement occurs after waiting for years.

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Closing and follow-up

In this project, sales deal closing and follow-up was not performed as the primary
requirement of the project is to identify the potential customers. Once identified, the
details are shared to sales team of Atlas Copco who will take charge for further
proceedings. There were situations during personal meeting where immediate
requirement was identified which was eventually notified to the sales team.

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 4 FINDINGS

FMCG
(COSMETICS)
FMCG (SOAP)
1. wipro
1. Alliane
2. Sarvotham
care 2. RM
chemicals
3. HUL
ETC
ETC

FOOD Rubber based

PROCESSIN Company
G
1. Metro tyre
1. Chatta
food 2. Ralson tyre
3. Hindustan
2. Dharshan
Rubber
food

PHARMA
1. Cipla
2. Mankind
3. Panacea biotec
etc

During the visit to sampling area I visited into 72 different companies and segmented
these companies into 5 different segment namely

 FMCG ( Cosmetics )
 FMCG( SOAP)
 Food Processing
 Rubber based industry
 Pharmaceuticals

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Details of the companies visited and data collected are presented below.

Company Name: Alliance – Table 01 (FMCG SOAP SEGEMENT)

Alliance
Description Unit Pump 1 Pump 2 Pump 3
Segment FMCG (SOAP)
Evacuation of
moisture from pick and drop
Application
soap bar application of
boxes
Technology of Vacuum
pump Dry claw Dry rotary vane
Type of Pump ( Wet or
Dry)? dry
Pumping Speed or Flow
rate
m3/hr 105 48
Designed vacuum (Name
Plate)
mbar.a
50 120
Process vacuum level (
mbar.a
Actual) 279.3
Process evacuation time (If
mins
Applicable)
Motor Rating kW 3
Make busch busch
Model MINK MM 1102 BV SV 1040 C 000 INZZ
Year of Manufacturing 2012 2013
Annual Working (Uasage)
Hours
time 24*7 24*7
With VSD or Star-Delta
Starter? No vsd No vsd
Centralised or
Decentralised DC DC
If it is a Liquid Ring pump,
What is the sealant water Deg C
temprature?
Quantitites 3 5
Working (or) Standby 2W+1S 4 w+ 1S
Inlet temperature from the
Deg C
process (at the pump inlet) Na na

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 Inlet Connection flange size inch na na

Fig 1. BUSCH vacuum pump

Fig 2. Busch dry rotary vane vacuum pump used in pick drop application of boxes

There are many company in this segment apart from alliance which include RM
chemicals, HUL etc with similar manufacturing process. But the market of soap
manufacturing is shifting to liquid soap.

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 TABLE -02 Company Name: WIPRO LIMITED - SEGMENT FMCG
(COSMETICS)

Wipro India pvt ltd

Description Unit Pump 1 Pump 2 Pump 3
Segment
Suck the
powder
Application from one
unit to
Remove the vaporized water another
Technology of Vacuum pump Dry pump Oil ring dry
Type of Pump ( Wet or Dry)? dry wet dry
Pumping Speed or Flow rate m3/hr 40 160 unknown
Designed vacuum (Name Plate) mbar.a
.1 unknown 0.5

Process vacuum level ( Actual) mbar.a

478.8 212.8 212.8
Process evacuation time (If
mins
Applicable) NA
Motor Rating kW 1.1 4 na
Make Busch Busch Tuthil
RA 0040 F
Model
503 RA 0165 D 502 KVAH 219
Year of Manufacturing 2016

Annual Working (Usage) time Hours

24*6 24*7 24*7

With VSD or Star-Delta Starter?

NO VSD NO VSD NO VSD
Centralized or Decentralized DC DC DC
If it is a Liquid Ring pump, What
is the sealant water Deg C
temperature?
Quantitates 2 2 7
Working (or) Standby 1W + 1 S 1W+ 1S 5W + 2 S
Inlet temperature from the
Deg C
process (at the pump inlet)
Inlet Connection flange size inch

Any water vapors from process Lpm or

side entering into the pump kg/hr
NA NA
Is there any condenser or water
separator currently installed
NA
between process chamber and
vacuum pump NA NA No

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FIG.3 BUSCH vacuum pump

Fig 4. Tuthil vacuum pump

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 Company Name: Mankind – Table 01 (PHARMACEUTICAL SEGEMENT)

Mankind
Description Unit Pump 1 Pump 2
Segment pharma
Auto
Auto clamping,
Application clamping , capsule
capsule filling,
filling granulation
Water
Technology of Vacuum pump Ring
pump
Type of Pump ( Wet or Dry)? wet
Pumping Speed or Flow rate m3/hr 50 120
Designed vacuum (Name Plate) mbar.a 53.2 66.5
Process vacuum level ( Actual) mbar.a
279.3 279.3
Process evacuation time (If Applicable) mins
na na
Motor Rating kW 3.7 5.2
Make Vac tec Newgenre
Model 2UT-50-D LWV-12
Year of Manufacturing NA NA
Annual Working (Usage) time Hours
24*7 24*7
With VSD or Star-Delta Starter?
No vsd No vsd
Centralized or Decentralized DC DC
If it is a Liquid Ring pump, What is the sealant
Deg C
water temperature?
NA NA
Quantitates 4 2
Working (or) Standby 3W+1S 1 w+ 1S
Inlet temperature from the process (at the pump
Deg C
inlet) na na
Inlet Connection flange size inch na na

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Fig 5. Vacuum pump used for capsule filling Fig 6.Vacuum pump used for auto clamp

Company name: Metro tyre – Table 04

Metro tyre
Description Unit Pump 1
Segment
Tyre
Application
manufacturing
Liquid ring
Technology of Vacuum pump
pump
Type of Pump ( Wet or Dry)? Wet
Pumping Speed or Flow rate m3/hr NA
Designed vacuum (Name Plate) mbar.a 678
Process vacuum level ( Actual) mbar.a Unknown
Process evacuation time (If Applicable) mins NA
Motor Rating kW 30
Make PPI
Model
Year of Manufacturing 2000
Annual Working (Usage) time Hours 24*5
With VSD or Star-Delta Starter? NO VSD
Centralized or Decentralized DC
If it is a Liquid Ring pump, What is the
Deg C
sealant water temperature? NA
Quantitates 4
Working (or) Standby 3 W+ 1S
Inlet temperature from the process (at the
Deg C
pump inlet) NA
Inlet Connection flange size inch NA

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 What would be the minimum particle size
Microns
from process side NA
How much particle carry over would be there
at present reaching the vacuum pump
(kg/day)
NA
Is there any pre filter or bag filter currently
installed between process chamber and
vacuum pump to remove the dust No

Fig 7. Tyre manufacturing in process

Fig. 8 PPI Vacuum pump in working

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 Company name: Chatta food – Table 04

Chata food
Description Unit Pump 1
Segment
Application Food packing
Technology of Vacuum pump NA
Type of Pump ( Wet or Dry)? Wet
Pumping Speed or Flow rate m3/hr 120
Designed vacuum (Name Plate) mbar.a 279
Process vacuum level ( Actual) mbar.a Unknown
Process evacuation time (If Applicable) mins NA
Motor Rating kW 5
Make busch
Model
Year of Manufacturing 2015
Annual Working (Usage) time Hours 24*7
With VSD or Star-Delta Starter? NO VSD
Centralized or Decentralized DC
If it is a Liquid Ring pump, What is the
Deg C
sealant water temperature?
Quantitates 7
Working (or) Standby 5 W+ 2S
Inlet temperature from the process (at the
Deg C
pump inlet) NA
Inlet Connection flange size inch NA
What would be the minimum particle size
from process side
Microns
NA
How much particle carry over would be there
(kg/day)
at present reaching the vacuum pump NA
Is there any pre filter or bag filter currently
installed between process chamber and
vacuum pump to remove the dust No

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 Fig 10. During plant visit

Fig 9. Food packing using Vacuum

Fig. 11 Vacuum application in Tumbler

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Findings of the objectives undertaken:

1. Various industries have been visited across the area during project period.
Technology, application and other technical details were collected from potential
customers. Behavior of customers based on industry and demography is analyzed
which can be used in future for creating value to the potential customers. During
the visit to sampling area 72 different companies was visited and segmented
these companies into 5 different segment namely. And different product of atlas
copco could be used in these segments.
 FMCG ( Cosmetics ) ----- GHS VSD+ for larger companies such as
Wipro

 FMCG( SOAP) GHS VSD+ for larger companies such as RM

Chemicals and Alliance etc
 Food Processing ---- vane technology vacuum pumps such as GVS
VSD + for small packing companies such as Darshan foods , and GHS
VSD+ in big food packing companies could be a potential market

 Rubber based industry ---- LRP VSD+ Vacuum pump for this
segment
 Pharmaceuticals ---- DZS for small pharmaceuticals companies and
GHS VSD+ for larger companies

2. Awareness about the Atlas Copco brand presence in the Vacuum pump
manufacturing and solutions is there but still there is huge requirement to make
aware about our products. We could use our Compressors links in order to do so
as in many company are using the Atlas Copco Compressors and are very much
satisfied to it. This could be done only through manual movement to company to
company. The market coverage is still very less in comparison to the competitor
like Busch, Beaker and others. Being not too old in Vacuum we could try to

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 make companies aware about out products and technology. Apart from sales we
need to focus in huge on after sales services as the customers complain about the
cost of parts is much high. And for small parts replacement also they need to
purchase whole kit.

3. It is necessary to have 2 more dealers or 3-4 sales engineer in the area segment
wise in order to cover the area. Currently only one dealer sales engineer is working
for such a huge area. If we scale down the territory the concentration would
increase much and we could be able to push our sales. We need to keep the sales
engineer area wise mainly.
 There is immediate requirement of a sales engineer in the huge area of
Ludhiana where these tyre companies are situated talked above.
 One sales engineer in Baddi Himachal to look these pharmaceuticals and
FMCG companies

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Analysis

1. Market Potential of Atlas copco range of industrial Vaccum products in the

territory of Himachal Pradesh, Punjab and Uttarakhand

 The above area company’s are mainly divided into 5 segment namely

 FMCG (Soap)
 FMCG (Cosmetics)
 Pharmaceuticals
 Tyre
 Food processing

 FMCG Soap market is in slow down. Company such as RM

CHEMICALS, ALLIANCE , HUL etc are the taget company for us.
 FMCG (Cosmetics) segment is huge as with the soap in slow down and
Company such as wipro, Sarvotham care, HUL, Loreal , P & G etc

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 which require both dry and wet pump in operation there is huge potential
for our GHS Model.
 Pharmaceuticals companies are huge in the number including giants such
as.
 Cipla
 Panacea biotec
 Fdc
 Mankind
 And 1000 more
The major concentration of these companies are in Baddi , Himachal Pradesh and few in
ponta sahib, Punjab area These companies are using Atlas Copco Compressors but not
any Vacuum products hence a huge market potential to us. As the atlas copco is known
to them it is just required to stay in touch with them. And sell our product.

 Tyre companies are the forth segment which are mainly concentrated in
Ludhiana, Punjab. Including the giants like

 Metro tyres
 Ralson tyres
 Hindustan
 Hetrex
 KK Rubber

These company has a huge potential for our liquid Ring pump. It is just we have to
put our efforts As in one of the Company which I visited namely metro tyre the
maintenance manager was not able to tell the capacity of the vacuum pump being used
hence the sale was not moved further by us. I guess it is not a big deal to know the
capacity if the customer don’t know it becomes our duty to find it out and close down
the sale. But from the dealers effort was not made much to convert the customer.
The segment has huge potential for our liquid Ring pump. Since many of these
company are using the traditional Vacuum pump for more than 15 years hence huge
market for us.

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  Food packing and processing is the fifth Company this segment is also big
includes company like Chatta food, Darshan food etc. The main thing about
these companies it that they use decentralized pump If we try to make
centralization than we could push our GHS model over here. Traditionally these
company are using small busch vane technology Vacuum pumps in which there
is huge maintainance cost to replace the mother organ (vane) hence a market
potential for us.

In all these segment we need to target with a specific plan segment wise in order to push
the sales in the market. As the competitor like Busch which present every where.

2. The different technology used as per segment in vacuum pumps are.

 Vane technology used in the segment of packing both in FMCG and food
processing units
 Liquid ring type is being used in the segment of tyre company and the diary
plant. Mainly the vacuum pump used over here are local make such as Indovac,
Geovac, PPI and may other Gujarat and Karnataka made vacuum pump. These
pump’s initial cost is very less but running cost is huge due to more
consumption on water and electricity
 Screw based is still new to all.

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Conclusion and Recommendations

The study on finding the potential market for Atlas Copco’s vacuum pump has
resulted due to various visits made to different industry with different application.
This project had a great impact on me as far as field work is considered and keeping
myself motivated for the success at all the times. During the visits to these
industries, there were some moments where I felt some changes should have been
made.

1. Maintenance and service impression is not good in the minds of the

customers as they have repeatedly complained about high price of spare
parts and maintenance cost is also very high. Somewhere, all the savings
done through the energy efficient product is invested in the maintenance
which does not yields much profit through the energy efficient products.

2. In order to target medium level industries, the cost of the product is the
prime factor. In this case, pumps with lower ratings as well as cost can be
introduced. This can change the number of “NO” in the potential industries
to “YES”.

3. Until now the customers were aware of the compressors of Atlas Copco
but the introduction of the vacuum pumps was not aware to them. Even the
customers using the compressors were not aware of the vacuum pumps. In
this case, all the customers having Atlas Copco’s compressors should also
be informed about the vacuum pumps. This helps them in understanding
the expansion of the product width of Atlas Copco.

4. Using the current scenario, it seems that Atlas Copco can only target big
companies like HUL, Pharmaceuticals, PVC etc. but in order to grow
quickly, it is very necessary that the prices and the product with lower

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 ratings like 1HP pumps should be introduced. Pumps with these ratings
have high scopes in replacing the conventional pumps.

5. There is huge requirement of professionals with soft skill as the persons working
are technically sound but lacks the above which is reducing the brand image.
6. We are the only company which has this VSD technology hence we need to act
smartly in order to utilize it as once the customer is aware

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5 References
5.1.1 Eriksson, M. (2016). The complex internationalization process
unfolded: The case of Atlas Copco’s entry into the Chinese mid-
market (Doctoral dissertation, Företagsekonomiska
institutionen, Uppsala universitet).
5.1.2 Hanson, G. H. (2005). Market potential, increasing returns and
geographic concentration. Journal of international
economics, 67(1), 1-24.
5.1.3 Nilsson, A., Rydberg, A., & Hildebrand, F. (2019).
Business Model Approach to Foreign Market Entry Mode:
A case study on a Swedish gear manufacturing firm.
5.1.4 Retrieve From https://www.atlascopco.com/en (Accessed
on 18th July, 2019)
5.1.5 Retrieve From https://www.atlascopco.com/en-
in/vacuum- solutions/explore- our-vacuum-pumps
(Accessed on 18th July, 2019)

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