6/20/2009

A STUDY OF CUSTOMER BEHAVIOUR
I BALL

&

BRAND

AWARNESS FOR I BALL PRODUCTS IN ROURKELA.

Mr. C.P Giri Das Faculty Guide Development Best IT

Mr. K.S Channel

Submitted in the partial fulfillment of the requirement of MBA Simant Mohapatra

DECLARATION
I hereby declare that the project work entitled “A STUDY ON CUSTOMER

BEHAVIOR AND BRAND AWARNESS FOR I ball PRODCTS IN ROURKELA ”which is submitted by me in partial fulfillment of the requirement
for the award of degree of Master in Business Administration to ICFAI National College, used. Rourkela comprises only my original work and due acknowledgement has been made in the text to all other material

Simant Mohapatra

36

CONTENTS
DECLARATION (2) ACKNOWLEDGEMENT (4) OBJECTIVE (5) COMPANY PROFILE (6) TASK & TARGET SET (23) ANALYSIS OF PERFORMANCE Vs TARGET (28) LIMITATION/PROBLEMS/CONSTRAINTS (21) STRATEGIES ADOPTED (25) LEARNING IN EXECUTIVE IN TRANING (30) CONCLUSION (31)

36

ACKNOWLEDGEMENT
It was an opportunity for me to have my first corporate exposure by Summer Internship in Best IT World (India) Pvt. Ltd.the channel distribution partner of brand iball. I had a chance of working very closely as well as involving myself intricately with the functioning of the organisation, which was a valuable experience.

Further, a project of this nature calls for cerebral nutriment, professional guidance and encouragement from every one. This three months of learning and getting valuable knowledge, would not have been possible without constant guidance and support of certain key people. I would like to thank each of them with true sincerity. I am grateful to my project guide Mr.K.S.Das, senior sales executives Mr. Santosh Sahoo for their valuable guidance and letting me have a chance to work as intimately as possible to the real work ambience and to understand the distribution channel network for the company. I am thankful to my faculty guide Mr. C.P.Giri for his constant time and direction, which helped in making my training worthwhile erudition. Without their constant support and encouragement this project would not have been a success. They have been the driving force for me to do well in my project and to reestablish confidence in me at all those times where ever I felt low. I am thankful to the principal and all the Faculty members of ICFAI National College ROURKELA encouraging me and inspiring me to make the best of the opportunity provided.
36

OBJECTIVES
 To achieve the sales target through sales promotional and personal selling through the channel members of i ball.  To understand the channel distribution of computer peripherals product of iball band in Rourkela.  To learn the process of creating new retailer for iball in Rourkela.  To create brand awareness in the market and to develop the market for iball.  To keep check on manipulation of prices done by various dealers.  To make dealer data base.

36

COMPANY PROFILE
Iball, a premier brand for desktop computing products it was launched on September 2001 in India with launch of the 1st category that is mouse with the motto “your eyeball view our technology new”. i ball products are manufactured mainly in China and Taiwan and is distributed by the company named Best IT World(India)Pvt. Ltd in India . Sandeep Parasrampuria is the director of Best IT World (India) Pvt. Ltd i ball base in India is located at Mumbai, the commercial capital of India. With a workforce of 500 professionals. According to the company, iBall is growing at almost 50 percent every year and its business for the year ended March 2006 was about Rs 150 crore.

The best It world has 19 branches all over India .including 1 in Orissa i.e. in Bhubaneswar which is headed by Mr.K.S.Das branch manager who is my company guide.

36

87, Mistry Industrial Complex, MIDC Cross Road 'A', Andheri East, Mumbai 400 093. Phone: 91-22-3081 5100 Fax: 91-22-6693 6262 Email: sales@iball.co.in 36

DISTRIBUTION CHANNEL-iball
MUMBAI HQ

18 BRANCHES SCATTERED ALL OVER THE COUNTRY.

BHUBANESHWAR BRANCH OFFICE

ZONAL DISTRIBUTOR

DISTRIBUTOR ROURKELA

RETAIL PARTNER (BRAND CREATOR)

LOCAL DEALERS

END USERS

36

DISTRIBUTION CHANNEL

(IN DETAIL)

The brand i ball has unique channels of distribution. The flow of distribution starts from Mumbai headquarters to 19 branches all over the country with each branch having different regions & the same having a distributor and a retail partner. Here the distributor role is to supply the products to various dealers or resellers who in turn sell the same to the customers within its given region. The role of the retail partner is to create the brand awareness in the region among the end users. The company will sell the products through their present channel of STPs (Superior technology partners), STRs Superior technology re-sellers) and STIs (Superior technology Integrators). Currently, iball has the channel strength of 18 branches, 500 head count, exceeding 600 direct channel partners and more than 5000 indirect channel partners.

36

AWARDS WON iball
Golden Rhino Awards - 2007 (360 Magazine Survey)
No.1 No.1 No.1 No.1 Mouse Brand Cabinet Brand Speaker Brand Keyboard Brand

Intel Awards (2005 & 2006)
Laptop Awards

December 2006 (IT Nation) 360 Magazine Survey
No.1 No.1 No.1 No.1 Mouse Brand Cabinet Brand Speaker Brand Keyboard Brand

August 14, 2006 (IT Nation) 360 Magazine Survey
No.1 No.2 No.1 No.1 No.2 No.3 Mouse Brand Keyboard brand Cabinet Brand Speaker Brand Power Protection (UPS) Brand Laptop Brand

December 2005 (IT Nation) 360 Magazine Survey
No.1 Mouse Brand No.1 Cabinet Brand No.1 Speaker Brand

August 15, 2005 (IT Nation) 360 Magazine Survey

36

No.1 No.2 No.1 No.2

Mouse Brand Keyboard brand Cabinet Brand Speaker Brand

August 14, 2004 (IT Nation) 360 Magazine Survey
iBall - No.1 Mouse Brand iKey - No.2 Keyboard brand iBox - No.1 Cabinet Brand iSound - No.2 Speaker Brand

Golden Rhino Awards - 2004 / May 14, 2004 (IT Nation) Magazine Survey
iBall was rated no.2 after Logitech before Microsoft

August 14, 2003 (IT Nation) 360 Magazine Survey
iBall - No.1 Mouse Brand iKey - No.1 Keyboard brand iBox - No.1 Cabinet Brand iSound - No.1 Speaker Brand

36

By now iball has presence in 16 categories of computer peripherals They are Mouse, Desk sets, Keyboards, Speakers, Headsets, Cabinets, Take note, Pen drives, Laptops, Usb products, Solutions, Winkles Mp3 and mp4 players, Cameras And networking products iball launched range of networking products under the brand iball baton on 1st march 2008 at Mumbai. It has 45 networking products. It is the only brand which has both active and passive networking products under one name.

36

PRODUCT PROFILE
Iball is having different ranges of products like USB PENDRIVES:

CUTILITY PENDRIVE

21 in 1 Card Reader

36

TARANG FULL WOOD SPEAKERS

36

VIDEOPOCKETPLAYER

I2 460

36

Blue Eye

Booster

MP3 Player

Niranter

36

Take notes

Cabinets

Bulls-i

Engine-X

Pride

iBenz

Gamer

Window-X

Work Horse

36

COMPETITORS
1. MOUSE: - In this product categories iball is no1 in the market giving its competitor a tough fight. It has won 4 times no1 in mouse categories. It is named as “THE HOUSE OF MOUSE”. In this categories its competitors are MICROSOFT, INTEX, SAMSUNG & LOGITECH.
2 .KEYBOARD:-In these product categories iball provides high quality key boards

by providing various ranges in the product line. Its main competitors are MICROSOFT, LOGITECH, TVS-E and SAMSUNG.
3. DIGITAL TAKE NOTE:-in these categories iball has monopoly over the entire

market. 4. PEN DRIVES:-In this category iball has tough completion market with Transcend, Toshiba, and Kingston. Comparison of pen drives of different brands

features dimensions Warranty OS requirement

iball Kingston 43*17*4.6mm(L*W*H) 77.4 x 22.1 x 10.1mm 2YRS 5YRS Windows 98SE (drivers Works with required), ME, 2000, Windows XP, Vista & MAC OS 98+, Me, 9.0 or above 2000, XP 8 mb/sec 14 mb/sec Over 10 years 14mb/sec 24 mb/sec 10 years

Transcend 88*15*33MM(L*W*H) 2YRS Win 98/98SE/ME/2000/XP, Linux Kernel 2.4 and above, Mac OS 8.6 or later 6.8mb/sec 9mb/sec Up to 10 years

Data write speed Data read speed Data retention

36

From the above comparison I able to find that I ball pen drives has slow write speed as compared to Kingston but more than transcend. Kingston has more than 2 years warranty than other ones. Data retention capacity is more in I ball pen drives as compared to any other ones .i ball pen drives are slim and can be placed in wallet. 5. DIGITAL CAMERAS:-Canon, HP and Kodak are the market leaders.iball is trying create its place in the market.
6. LAPTOPS:-HP, COMPAQ, IBM, LENOVO, DELL, SONY, ACER are the main competitors in this category.

7. WOOFER:-INETX, CREATIVE, ARTIS are the main competitors.
8. POWER PROTECTION (UPS):-The main competitors are MICROTEK, INTEX.iball ups is only ups with 33% faster recharging. It is supported by ups management software. It is having unique carry handle to carry the ups.

COMPARISON OF iball UPS VS INTEX
Features Capacity Weight Dimension(DxWxH) Environmental Transfer time Recharge Time Input voltage iball 600va 6kg 335x132x204mm 0-40 degree celcius ,090%RH(non condensing) 4-8ms 5-6 Hrs up to 95 % after complete discharge 230V AC INTEX 600va,800va 5.5kg 390x139x210mm 0 ~ 50 degrees celcius, <95% RH (non condensing) 4-7ms < 8 Hrs. up to 90 % capacity after complete discharge 230 V AC

36

CUSTOMERS:- Iball products are high quality products this products liked by
the customers whose needs are innovative .Its main customers are educational institutes, workplace, business executives, consultants, secretaries, sales people, journalists, designers, engineers, doctors, architects, professionals and students. Different iball products have different customers: 1. Digital notepad /Take note:- Its main customers are educational institutes, workplace,
business executives, consultants, secretaries, sales people, journalists, designers, engineers, doctors, architects, professionals and students.

2. Deskjets:- Mainly due to its high quality and low maintance its main customers for this
products are business corporate,internet parlours,educational institutions,big business houses

3.Networking Products:- Its main customers are industries, telecom department, internet
parlours, and educational institutions.

4. MP3 & MP4 Players:- Its main customers are students and youth population. 5. Speakers & HeadPhones:- Its main customers are disco thec, theaters ,radio and fm
stations, shopping malls.

36

LIMITATIONS/CONSTRAINTS
 Rourkela market for the iball products is very limited due to its high prices compared to other brands. Its products are required by those who require high quality high priced goods. The users are not brand specific.

 The dealers sometimes involve in manipulation of prices they may charge higher prices than actual price list which raises the price even more than the actual price of the product which doesn’t allow resellers to buy and sell such products which gives them minimum margin.

 There were some constraints like market recession though their was not such recession was there but retailer was thinking that due to above mentioned recession the stock was not clearing.

 I ball products was no doubt very good in their quality & performance but the price factor was te an obstacle in capturing the market which can be controlled.

 Instant service was not there, the customers who were facing a problem in using the products of iball were not at all satisfied with the services.

 Iball people were not coming to Rourkela in regular interval during my SIP I have not seen a single people from I ball head office of Odisha to Rourkela to see whether the executives were doing good or bad.

 The dealers sometimes involve in manipulation of prices they may charge higher prices than actual price list which raises the price even more than the
36

actual price of the product which doesn’t allow resellers to buy and sell such products which gives them minimum margin

 The Company when launches any promotional schemes should have proper arrangements of gifts and incentives so that the dealers and retailers should be attracted towards gifts and incentives to get the orders.

36

TASK & TARGETS
Target 1 2 3 4 5 6 7 8 9 10 11 12 Achievement TRANING PERIOD 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 30000 8000 850 30000 12000 17000 9000 21000 19000 14450 25950 19950

36

Tasks Vs Target

During SIP I got stipend worth Rs 1500 but I have not get the travelling expenses from Rourkela to Bhubaneswar.

36

STRATEGIES ADOPTED
The brand iball has limited market in Rourkela as compared to Bhubaneswar, Cuttack and other parts of Orissa. In order to capture and to promote the market in Rourkela several steps are taken and they are as followsIt was very difficult to convince the owner of City Computers Mr Harjit Singh because he had negative impression about the brand iball.I thought it is better to convince such customers who had negative impression of the company so that our company could make a good name in the market. I tried to listen to his complain regarding the company and its products. Giving importance to customer is very important because then only any brand can survive in this competitive market. He was annoyed with the dealer who supplying him the product the same was not benefitting him with the promotional gifts and incentives. When I gave him the assurance that I will inform you about sales promotional schemes and gifts from time to time and asked for 3 days time. When I informed this to my branch head about his problem he provided with his pending gifts and incentives. And i gave that gifts and incentives to Mr.Harjit Singh .He was satisfied with the immediate response to his problems by the company and gave me the order for 20 sets of opti combo desk sets. In this way I tried to convert a dissatisfied customer to a satisfied one . I had also visited industrial corporate in order to achieve bulk orders due to high demand of these products. But they did not have any requirement then and will inform when required. I wanted a counter where the products like headphones, mp3 and mp4 players, and speakers can be displayed and can get better promotion. In search of such counter I found Unique Electronics where all the electronics items are sold. The owner Mr.Agarwal was not aware of the brand iball he was not interested to sell high priced goods where profit margin is minimum. I informed him about extra benefits he will be getting by selling iball products like gifts, incentives, after sales services, advertisements and profit. In quality terms he will be earning goodwill. After discussing for 15
36

days he gave me the order for mp3 and mp4 player’s speakers, headphones and hub.

While marketing there are many a times when I have to undergo critical situations like dealers are going for a vast negotiation. In case of critical situation I call to my company guide and with his help I am able to solve the dispute.

I had visited some educational organizations like Govt autonomous college National institute of hotel Mgmt and others institutes where we can sale laptops and computers. Another case was with Mr. Pankaj Nahata owner of Origin Info Media whom I helped in sorting out his problem. He had filled his shop with many products of I ball but was incapable of selling them. I tried to avail him with customers in this way he gained customers and also placed order for new stocks thus benefitting the company.

I also visited many internet parlors and securities firms were the business runs mainly with the help of computers and also important customers whom I assured that they will get external peripherals and a low cost compared to the market price and also assured for annual maintenance services and I am hopeful to get orders in the near future.

In order to build the brand of the product first of all I tried to listen to the needs and wants of the dealers, retailers, integretors, and customers. In this competitive market customer relationship is important because whichever company is focusing on customer relationship is going to succeed and can get a good business from the market. By making good relationship with dealers I have now gained the faith of some of the customers and dealers.

36

After gaining the confidence of dealers I am giving them sales promotions schemes, backends, helping them to convince their customers, adding new customers for them. The resellers are having complains against the dealers that they are charging more than the actual price which was sorted by giving price list from time to time so that they are not charged more than the actual price. By this resellers are having more profit and faith on the company product.

For the promotion of the product various catalogues, posters, banners, glow sign boards are distributed in huge numbers to retailers, dealers to create awareness of the product in the market. In the month of June we introduced new schemes to attract customers. We gave 6% discount over a purchase of ten thousands which boosted our sales. We also introduced mock marketing with the help of which we created demand for iball products. In this kind of marketing we send some people to the retailers and dealers and ask them to ask for I ball products this creates an impression in the sellers mind that iball products are popular in the market.

36

ANALYSIS OF PERFORMANCE Vs TARGET
(VARIANCES & THEIR REASONS.)

If I analyze my performance with my target that I was given I was pretty much satisfied but again I would say it was not up to the mark that I was expecting. There are several factors ware responsible for the incompletion of the above mentioned. 1. It took time to established in the market because I was very new to the market & to the marketing sector not a single people was known to me rather I was known to them. That was the vital reason I became very slow in achieving the target. 2. Rourkela market in very much tough comparable to other market like in Bhubaneswar & Cuttack. Unlike these two markets Rourkela market is not so big & dynamic here the main problem is clearing the stock .one would not able to sale a single piece of any computer peripheral unless the stock has cleared 3. Due to above mentioned obstacles I have changed my focus & now my target was customers rather than dealer & enhance the sale because if I would not supply customers to the dealers how sale would take place? 4. I ball was not giving my stipend in regular interval I got my first stipend in May 10th after that I did not receive any stipend according to their promise that degrade my performance. 5. Another reason was as because the clearing of the stock was not frequent that was why the selling was not up to the mark. I had to push the products in to the market regularly. 6. Selling was effected indirectly to my performance because of the price factor as the price was high compare to other computer peripheral that is why customers ware not willing to but I ball product. It was very difficult to change the mind set of the customers. Even if I was indulging in changing the mind just to increase the sale that was the main time killer& my performance got effected. 7.I lost my valuable time in solving the past problems of the dealers with the respective distributors & my performance got effected.

36

8. Target should not be huge like 30000 to a neophyte because nobody knows me very well initially not a single retailer gave me the order because they were saying that what if I would back off after my SIP. It took me time near about 14 days. 9. Heat was a major factor during my SIP as because the Heat was at its peak so I choose my working hours in the evening but evening was the time foe the customers to visit that is why proprietors ware not paying attention to me so expected selling was effected. 10. So these above mention problems created hindrances in my performance & it got affected.

36

LEARNING IN EXECUTIVE TRAINING
During my SIP I have learned a lot. It was just like a practical exposure to me to the market . I know certain valuable things they are:1. Create a strong contact- This SIP gave me a platform to established a contact, many people know me including dealers , customers distributers etc. 2. Marketing Gyan- I have learned the nuts & bolts of marketing it is the broad concept of the bookish learning & far away from conceptual learning in the books. 3. Tactics- I know the tactics of pushing the products in the markets during the tough season. How to mould the retailers mind so the sale can take place? How market operates? I have understood that things are very different what concept says in the books. In reality such things does not exist or though exist it has not a strong hold. I am able to learn about various customers, rules and regulations of the company and how to behave in the business world. I am able to learn consumer behavior and gained confidence which was lacking earlier. I am able to gain the knowledge of the various products. I found that it is difficult to convince a dealer in comparison of customers. But I tried my best to get the orders. I learned how to handle a dissatisfied customer and help them solve their problem. I understood how to build the brand in the dynamic market.

36

CONCLUSION
During my SIP at iball I learnt many thing about the market, behavior of customers and dealers. During this period of 4 months I also faced many challenging situations which helped me to become more positive and confident.

In the 15 weeks of SIP I learnt many things like how should a salesperson approach to the dealers and customers. How should we maintain our behavior during critical situations? I always tried to find out my faults which helped me not to repeat it again. Such critical situation made me more confident and positive. I found many positive changes in me. I learnt how to make my schedule and how I should manage my time to achieve my target.

During these days I visited the various markets for computer products and dealt with the dealers also I came across various customers and their needs.i learned about customer relationship about which I had only read in the books but now I got a practical knowledge about it.

SIP really helped me a lot to build my self confidence and enhance my inner skills which were hidden, now I am very confident and can work anywhere in the near future for the betterment of the company as well as myself.

36

QUESTIONNAIRE
NAME –Chinmaya Panda PH-2646713 1 DO U HAVE A PEN DRIVE? YES * NO

2WHICH PEN DRIVE DO YOU HAVE? Moser baer 3HAVE YOU HEARD ABOUT IBALL PENDRIVES? YES * NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• • •

BRAND* PRICE DESIGN

5 WHY DIDN’T YOU PURCHASE iball PEN DRIVE ? Lack of availability 6 WHAT DO YOU NEED MORE IN iball PEN DRIVE ?

NAME –Sameer Sharma PH-9861155698

1 DO U HAVE A PEN DRIVE? YES * NO 36

2WHICH PEN DRIVE DO YOU HAVE? transcend 3HAVE u HEARD ABOUT IBALL PENDRIVEs? YES * NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• • •

BRAND PRICE* DESIGN

5 WHY DIDN’T YOU PURC HASE iball PEN DRIVE ? Because it is very expensive 6 WHAT DO YOU NEED MORE IN iball PEN DRIVE?

NAME –P.GURU PH-9861261238

1 DO U HAVE A PEN DRIVE? YES * NO

2WHICH PEN DRIVE DO YOU HAVE? iBALL 36

3HAVE u HEARD ABOUT IBALL PENDRIVEs? YES * NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• • •

BRAND PRICE DESIGN*

5 WHY DIDN’T YOU PURCHASE iball PEN DRIVE ? n.a 6 WHAT DO YOU NEED MORE IN iball PEN DRIVE? It should have metal body.

Name-M. Marandi Ph-2640306

1 DO U HAVE A PEN DRIVE? YES * NO

2WHICH PEN DRIVE DO YOU HAVE? iball 3HAVE u HEARD ABOUT IBALL PENDRIVEs? YES * NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• • •

BRAND* PRICE DESIGN 36

5 WHY DIDN’T YOU PURCHASE iball PEN DRIVE?

6 WHAT DO YOU NEED MORE IN iball PEN DRIVE ? It should be made stronger.

Name-S.chatterjee Ph-9861362322

1 DO U HAVE A PEN DRIVE? YES * NO

2WHICH PEN DRIVE DO YOU HAVE? Transcend 3HAVE YOU HEARD ABOUT IBALL PENDRIVES? YES NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• •

BRAND* PRICE* 36

DESIGN

5 WHY DIDN’T YOU PURCHASE iball PEN DRIVE ? It is costly. 6 WHAT DO YOU NEED MORE IN iball PEN DRIVE? Should have reasonable price.

Name-Sanjay Ph-9437046542

1 DO U HAVE A PEN DRIVE? YES * NO

2WHICH PEN DRIVE DO YOU HAVE? iball 3HAVE YOU HEARD ABOUT IBALL PENDRIVES? YES * NO

4WHAT MADE YOU CHOOSE UR EXISTING PENDRIVE?

• • •

BRAND* PRICE DESIGN*

5 WHY DIDN’T YOU PURCHASE iball PEN DRIVE?

6 WHAT DO YOU NEED MORE IN iball PEN DRIVE? Should have reasonable price and should be stronger.

From this survey I can give some of the following recommendations-

36

1. In order develop the market in Rourkela the company must introduce a wide range of products with a reasonable prize. 2. Company must set up service stations at Rourkela which can serve the nearby places. 3. Company should keep adequate stock as this area is dependent on the orders of different sponge iron plants. 4 Company should create awareness through glow sign boards, newspapers, pluckcards etc. 4. Company should create awareness through glow sign boards, newspapers, pluckcards etc.

36

36

Sign up to vote on this title
UsefulNot useful

Master Your Semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master Your Semester with a Special Offer from Scribd & The New York Times

Cancel anytime.