You are on page 1of 46

A THESIS ON

EFFECTIVENESS OF MARKETING STRATAGY OF USHA INTERNATIONAL


(FANS)

BY
KRISHNA KUMAR TRIPATHI
(MARKETING)

A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT


OF
THE MBA PROGRAME
(2007-2009)
INC

1
CONTENTS

S.NO. CONTENTS PAGE


NO.
1. Acknowledgement 03
2. introduction 04
3. Summary of data collected 06
4. objectives 07
5. Company profile 08
6. Mission of the company 09
7. History of the company 10
8. Diverse product portfolio 11
9. Company fan market in India 13
10. Product line of the company 15
11. Product depth 16
12. Research methodology 25
13. Data collection 25
14. Data interpretation 26
15. Marketing strategies of the company 27
16. Distributers and dealers 28
17. Competitors 30
18. Benefits to the company 31
19. Data collection remaining 32
20. Bibliography 33

2
Ackn ow le dg eme nt

It is a difficult task to expressing gratitude sometimes words often short of


reflecting once frilling. It is our proud priveledge, however to do so and we
undertake this task with utmost sincerity
I m very grateful to our faculty guide Ms Poorva upadhaya for her invaluable
guidance, significant suggestions and help in accomplishing the report work.
I also express my sincere thanks to the shopkeepers and the employees of the
company with whom co-operation this report is able to seems now.

Krishna Kumar Tripathi

3
______________________________________________________________________________

Intr od ucti on
This report is all about the effectiveness of marketing strategies of Usha fans in Bhopal city.
So firstly what is marketing strategy, “it is a broad planning which start with environmental
scanning and ends with consumer satisfaction”. It includes everything which is related to
make a product successful.

These are the steps of developing marketing strategies:

1) Analysis of environment:

Marketing strategy process starts with the deep analysis of environment, due to this
company do the PEST of himself. Under this company judge four types of
environment.

a) Political- firstly company analyze the political environment, like which


government is ruling there, what policies have they are, will he permit him to do
business or not.

b) Environment- how is the environment of that particular area. Will the


environment is suitable for their further actions or not, like climatic conditions,
availability of resources etc.

c) Social- under this company I is going to analyze the social environment of the
area, like- competitors position, there stratagies, what is consumers thinking about
that particular product, to find the demand of their product etc.

d) Technological- how much the technological advancement in that area would new
technologies adopted or not etc.

2) Defining the Marketing budgets and costs:

After the evaluation of environment company analyze their resources, estimate there
budget, income sources and expenses etc. they make this thing clearly that would they

4
capable to start this work or not, because they don’t want to face this problem in
future.

3) Understanding consumer buying behavior:

In this stage consumer buying pattern, there likes and dislikes towards that particular
product, consumer preferences etc are found.

4) Market segmentation and targeting:

Here company segments the market on the basis of different factors like, gender,
income, generation, social class etc. and after that choose some special markets on the
basis of their product feature and quality and give their maximum attention on that
market. This is also called target market.

5) Product and product lines:

In this competitive ere no any company exit with one or two product, if he want to
continuous growth of their product so in regular basis company have to come with
something new whether it is increasing product line or increasing product width.

Every company regularly added new features in their product and continuously trying
to innovate something distinct to his competitors.

6) Pricing policy:

Price policy play a major role in the growth and decline of any product. No one
charge the price according to him, because now there is a huge competition in the
market, a lot of substitute products are there, so a little incensement in the price can
decline there market share, as well as sometimes decreasing of price also make harm
to the product reputation.

7) Channels of marketing:

Company promotes their products through various channels. There are two two types
of channels used by companies

5
a) Simple channel- in this channel producer directly link to the customers.

b) Complex channels- in this there are several layers of distributers linking the
producer to the end of customer.

8) Logistics and wholesaling:

Logistic is the process of getting products and services where they are required and
when they are desired. And wholesaling means all business transactions that takes
place with intermediaries (expect those transaction that take with the final customer)
are called wholesale transactions

9) Promotional tools:

The promotional tools are widely used by organizations for their marketing activities.
It includes

a) Advertising- it is a paid form of non personal presentation of goods or services by


an identified sponsor.

b) Sales promotion- it is a form of attracting the consumers by offering them various


benefits in the form of incentives or by adding value to the products.

c) Publicity-it is a non paid form of communicating information about the company


or the product both as a news article in newspapers or television or radio.

d) Public relations- it is essentially a function of an organization, where it tends to


develop and manages its goodwill in the market.

e) Personal selling- it is a form of selling of product or a services directly to the


consumers by explaining or demonstrating the features of the product to him/her.

f) Direct marketing- here the organization directly communicates with the


customers through mail or telemarketing or marketing through internet.

6
10)Consumer satisfaction:

Eventually the work of company to make their eye continuously on the satisfaction
level of customers. Because one unsatisfied customer create a lot of unsatisfied
customer in the market.

Sum mar y of data c oll ec te d till dat e


Till date I have collected some important data regarding to company like what is the market
share of the company, what is the marketing strategy followed by the company, what is
distribution channels of the company. As well as I have collect the feedback of some
shopkeepers about the company and there product and on the basis of this I can say that
company have a good image in market ,product quality is very good, customer is satisfied but
there market share is not good. Usha is having 3rd position in the market.

Ob je ct iv es

The main objectives of this study are:

1) Get aware with the profile of the company as well as the length, width and depth of
their products.

2) To know about the practical implementation of marketing strategies studied by us.

7
3) To make ourselves familiar with real corporate environment.

4) To know about the marketing strategies followed by the company.

5) To judge the effectiveness of those strategies.

6) The impact of these strategies in the market, consumer and competitors.

Co mpany pro file

8
Usha International Limited. The Group's principal activity is to manufacture and sale of home
appliances and automotive components. The products include fans, sewing machines,
appliances, power products, auto components, water coolers. The Company export fans,
sewing machines, diesel engines, diesel engine parts and other automotive components. The
Group operates in four segments, namely, Consumer durables, Engines, pump sets and
motors, Auto products and others.

USHA international is one of the India’s known consumer durables marketing and
distribution companies. It started in 1957 and marketing its products for over 50 years under
the brand name USHA company majorly Manufacturing of Electric Fans and Fuel Injection
Equipment. Presently USHA have Over 50 million customers. They have a Large distribution
network in core categories. It is the First Indian Company to be awarded ISO 9001:2000 for
Marketing practices.

USHA international is a company under the flagship of Siddhartha Shriram group.

The Sh ri ra m g rou p h isto ry

The group was incorporated by Lala Shriram (grandfather of Siddhartha Shriram) in 1889.
Over the next 100 years, the group expanded into textiles, chemicals, sugar, automobiles,
engines, rayon’s / nylon tyre cord, automotive components, edible oils, heavy chemicals
(fertilizers/ chlor caustic), engineering foundries, sewing machines, fans, home appliances
and other kind of items.

In 1989, the group was split amongst the descendants of Lala Shriram and the businesses that
came to Siddhartha Shriram’s group have been mentioned below.

The Siddhartha Shriram group

Siddhartha Shriram group is one of India’s renowned business groups with interests as diverse
as sugar, edible oils and industrial chemicals to fans, appliances and automobile.

Joint v entu res

Company has joint ventures with

9
 Hunter Fan Company, USA (Fans)

 Janome Sewing Machine Company, Japan (Sewing Machines)

Ass ociates

Company associates with

 Honda Siel Power Products Ltd.

 G.D.Midea Environment Appliances Manufacturing Company Ltd., China

 NGK India

 CIXI Three Circle Diesel Engine Company Ltd. (Diesel Engines)

Mission of t he co mpan y

Usha International's mission is to pursue excellence in all its spheres of business activity. It
believes in providing reasonable returns to its shareholders and adding value to the principal's
business operations through effective marketing. Thus making it one of India's leading
marketing organizations. This must be achieved by meeting customer requirements,
providing them satisfaction thereby building their trust in the company and its products.

10
Hist or y of th e co mpany

1934 India's first indigenous sewing machine marketed.


1946 The first Indian Sewing Machine is exported.
1948 Fans are added to the product range.
1950 The first Indian Fan exported.
1966 Dr. Charat Ram appointed as Chairman of the board of UIL.
1968 Diesel Engines are added to the Usha product range.
1975 Usha becomes a Public Ltd. Company.
1979 Fuel Injection Equipment is introduced to the Usha Auto Components range.
1982 Usha Sales is renamed to Usha International.
1984 Launches a range of Home Appliances.
1994 Fourth generation fully automatic Sewing Machines in collaboration with Janome
Sewing Machine Company of Japan is added to the product range.
1994 Monoblock pumps followed by a complete range of water lifting equipment are
launched.
1996 Introduces a new range of diesel engines for power generation.
2000 Commences marketing of Light Weight Kerosene pump sets powered by Honda
engines.
2001 Tie-up with Hunter Fan Company of USA for marketing of premium Usha Hunter
ceiling fans.
2005 Purchase of Water Cooler factory from DAIPL.
2007 Appointed as super distributor for 2 and 3 wheeler spark plugs in India by NGK Spark
Plug Company Limited, Japan.
2008 Amalgamation of Usha International Limited and Shriram Fuel Injection Industries
Limited with The Jay Engineering Works Limited. The new merged entity called
Usha International Limited.

11
Div er se pro duc t portf oli o
UIL is a multi product consumer durable marketing and distribution company with a
diverse product portfolio that includes the following six product lines:

Electric Fans

Sewing Machines

Home Appliances

Engines, Electrical motors &


Pump sets.

Drinking water coolers &


dispensers

Generators

Auto components.

12
UIL’S dis tr ibut ion ne two rk

Sa l es f or c e

Separate sales force for 6 product lines and 3 different channels (traditional, modern retail
and government sales)

16 Locational offices across India, with a Location Head to ensure capture of synergies across
product lines

Strong experienced middle management in charge of sales.

Rea ch a cr o s s Ind i a

Dealerships in all urban centers with population greater than 20,000

Penetration in important modern retail outlets (Future Group, Metro, Reliance)

Presence in rural India, contributing to ~20% of total sales.

Su p p ly ch a i n n etw o r k

33 warehouses leased and managed in-house

SAP enabled across all UIL locations (head office, location offices, and warehouses)

Sa l es m a na g em en t p r a cti ces

SBU led sales organization structure, with regional segregation of market

Coverage of dealers by trained sales staff

13
UIL Fan mar ke t in Ind ia
The fan market was a well developed and mature market. Fans were the 4th largest owned
consumer durable after watches, bicycles and radio sets. In the year 1993, the electrical fan
market was more than Rs 1000 crores.
The market was dominated by the top 5 brands- Usha, Orient, Crompton, Polar & Khaitan -
who controlled 70% of the market. They also enjoyed 95% awareness in the market.
However, they were gradually losing market share in a low growth stagnating market
Where the rapid growth of the unorganized sector (10% annually) was giving them stiff
competition.

The organized fan industry had witnessed a decline of 30 per cent in production last year
because of competition from small scale units which escaped excise duty. Despite this Usha
International had sold more last year and gained market share.
The size of the market is Rs. 1,300-1,400 crores in value terms including the small scale sector
and Usha's share is half of this. On import threat from China, company pointed out that there
was duty protection of 40 per cent.

On the other hand in the plastic table and wall fans segment there may be a serious problem
as China can make them much cheaper. The company will continue to focus on strategic tie
ups only in fans, sewing machines, small appliances, engines and motors, auto components,
air-conditioners and exports. It has no intention to get into white goods.

At the top end, the company has joined hands with the U.S.-based Hunter Fan Company,
biggest ceiling manufacturer in the world. It will exclusively market the Hunter range of fans
in India under the joint branding of Usha Hunter. The tie up has enabled Usha to enter and
create a high-end premium category in the ceiling fans market.

The premium end ceiling fans costing Rs. 5,000 - 10,000 are meant for hotels, guest houses
and air-conditioned houses. The consumers can now look forward to super premium ceiling
fans with wooden blades with an option of imported Belgian and Italian light fittings to
enhance the decor of any room. Around eight models will be introduced in the first year.

The company last year had a turnover of Rs. 400 crores and a profit of Rs. 9.8 crores. This
year would witness marginal growth in the top line segment.

In an effort to expand its market share in the lower-end, the largest consumer durable
marketing company, Usha International is planning to launch low-cost fans christened ‘Zipp’,
14
shortly. The company is preparing a new marketing strategy to enhance the market share in
the domestic fan market by creating price points for targeted customers. Without
compromising on the quality, the company is planning to offer a range of fans to suite to the
needs and paying capacity of the customers.

Company has plans to launch 19 fan models between April and May 2003”, besides the
company will also launch 10 models in the home appliances segments, he added. The models
include: Ceiling fans range-Opera, Optima, Sea Breeze, Sonata Decorative, Ultimate, Zipp,
Table fans range-Mist Air EX, Zipp table fan, Pesdestal Fans range-Mist Air ultra, Mist Air
Pedestal remote fan, Mist Air EX pedestal fan.

The company last year had a turnover of Rs. 400 crores and a profit of Rs. 9.8 crores. This
year would witness marginal growth in the top line segment.

On the financial front, the company hopes to achieve a turnover of over Rs 500 crore in the
current year as against Rs 400 crore turnovers reported in the last year.

Pro du ct line of t he c omp any

15
There are 6 types of fans manufactured by company:

Ceiling Fans Table Fans Pedestal Fans

Wa ll Fans Exhaust Fans Other Fans

The pr od uct dept h i s as fo ll ows:

16
• Specially built
in loniser fan
• Gives you a
pure, healthy
and dust free
environment

17
• Antique finish
• Powerful motor for
higher air delivery
• Aerodynamically
designed
aluminum blades

18
Remote control

operation
• Three speed
selection along
with a 7.5 hour
timer
• Motor overheat
protection and
unique oil
reservoir
lubrication for
better reliability
and longer life
• Specially designed
powerful motor for
Indian conditions

19
• Multipurpose
remote control
• Simulates natural,
slumberous and
normal wind
choices
• Unique oil
reservoir
lubrication and
motor overheat
protection ensure
greater reliability
and a longer life

20
• Specially designed
hand-woven rattan
blades
• Weatherproof
coating on blades for
both indoor and
outdoor use
• Option of an
adaptable light kit
• 1200 mm sweep

21
• Hand-crafted
wooden blades with a
rich, luxuriant finish
• Two-tone metallic
finish
• Light kit that adds
elegance to the
styling
• 1300 mm sweep

22
• Beautifully crafted
motor and blade,
with and attractive
plated body
• Stylish, plated light
kit with a
conveniently placed
pull cord
• Available in 2
colours-antique brass
and silver
• 1300 mm sweep

23
• A decorative fan with
a gold ring on the
motor and two tone
colour flanges on the
blades
• Available in brown,
white and ivory
colours
• Available in 600, 900,
1050, & 1400 MM
sweeps

24
• Beautifully crafted
motor and blade,
with an attractive
plated body
• Stylish, plated light
kit with a
conveniently placed
pull cord
• Available in 2
colours-silver and
gold
• 1300 mm sweep

25
Contemporary

design
• Whisper quite
reversible motor
• Antique dark real
wicker blades
• Beautifully designed
under light fittings

26
• Cherry hand curved
wood banana leaf
blades
• Precision balanced
blades and motor for
wobble free operation
• Exotically designed
under light kit
( optional )

27
Premium wood

finished fan
• Extra wide blades for
wider air
distribution, higher
air delivery and
higher air velocity
• Available in 3 blade
and 4 blade options
• 1200 MM

28
• Retro design fan
• Gold coloured clips
on the motor and
canopy
• Automatic motor
winding for
unmatched
performance and
reliability

29
Premium wood

finished fan
• Extra wide blades for
wider air
distribution, higher
air delivery and
higher air velocity
• Available in 3 blade
and 4 blade options
• 1200 MM

30
• Elegantly designed
for children's rooms
• Extra wide tip blades
for wider air
distribution
• Available in 3 blade
and 4 blade options
• 1200 MM

31
• Elegantly styled
lightweight motor
housing for better
performance and a
contemporary
streamlined design
• An innovative
canopy design with
single rivet on blade
• Unique hub and
blade assembly
• Available in Metallic
Silver, Metallic
Green and Icy
White colours
• 1200 MM

32
• Unique hub-to-hub
assembly and
elegantly styled
lightweight
aluminum motor
housing for better
performance
• Innovative canopy
design without the
clutter of rivets
• Special design allows
the blades to emerge
directly form the
motor thereby
creating a static
element at the
centre
• Available in Blue
with Silver accents,
Off White with
Silver accents and
Cream with Gold
accents
• 1200 MM

33
Superior motor

design ensures high
speed even at low
voltage
• Available in three
metalic colours Gold
Beige, New Caramel,
Millennium Silver
• 1200 MM

34
• Extra wide blade tips
to provide higher
peripheral velocity,
leading to higher air
delivery and air
thrust
• Available in White,
Brown and Ivory
colours
• 1200 MM

35
• An elegant fan with
two tone flanges and
gold ring on the
motor and canopies
• Available in Brown,
White and Ivory
colours
• 1200 MM

36
Re sea rc h m et ho do lo gy
Research methodology means what are methods we are using to make a report. The first
work is to collect the data from survey method

Generally there are two methods of survey is used-

1) census survey method-

In this method the survey is conducted over whole population. This method of survey
is not commonly used, because the over whole population is very difficult,
complicating, expensive and time consuming..

2) sample survey method-

In this method of research a fix sample size of sample is selected from whole
population and collects the data according to them.

This report is based on sample survey method and till now I took the sample of 25
shopkeepers of Bhopal.

Data co lle cti on


Data collection means collecting the related information, which are needed to completing
that work. Generally there are four methods of data collection-

1) Questionnaire- it is very popular method of data collection. In this method we write a


set of questions in a paper and give to the respondent and he himself or with the help
of researcher fills up the required information.

37
2) Personal interview- this is the process in which the investigator personally meet the
respondent and frequently asked related questions.
3) Mail survey- in this method of research researcher send a set of questions through
mail and wait for his response.
4) Telephonic interview- here the interviewer gives the call to the respondent and asks
the questions through phone.

For this report I have used three methods of data collections:

1) Questionnaire- I met some shopkeepers and customers of Usha fans and give them
my questionnaire to fill.
2) Personal interview- I have also taken the personal interview of some of the
employees of company.
3) Telephonic interview- there was some person who didn’t have time to meet me.
Them I took the telephonic interview of those personals.

Data inte rpr etati ons

UIL fans in Bhopal

F lo w of f an s f ro m comp any to the fi nal cust ome r

COMPAN

DISTRIBUTOR

DEALER SHOP ELECTRICIA SALES

S
38

CUSTOME
ELECTRICIA

Above chart shows that, company have their two distributors in the Bhopal city. And
distributer sell product through four mediums.

a) Dealers- These are big shopkeepers appointed by company. They purchase goods in
very huge amount and then sell them with the help of shopkeepers and electricians.
They also sell goods directly to the customers.

b) Shops- After the dealer’s distributor gives goods to small shopkeepers of all over
Bhopal according to their requirement.

c) Electricians- These are very good communicator between distributer and customers.
Because electricians are directly in touch with the customer. So they know very well
that what customer want and where they want.

Distributers maintain good relationship with electricians because electricians gives


them product directly to the customers and ignore the mediators thus automatically
the profit of distributer will increase.

d) Sales team- distributer have some sales teams with them, who are doing direct
marketing like, putting banners and hoardings, canopies, personal selling ,
continuously be in the contact of existing customers and trying to resolve there
problems.

So me m aj or ma rket ing st rate gi es o f c omp any in


Bhop al ci ty

39
1) Sales promotions:

For the promotion of their product company time to time give some extra incentives,
discounts and gifts to the dealers and shopkeepers as well as customers. Sometimes
these types of methods used by distributors also.

2) Margin policy:

Company try to give more amd more margins to the shopkeepers because when a
customer come to in a shop to buy a fan then it is the hand of shopkeepers that what
customer buy. Generally 70 % customer said that “show me any good fan”, then it is
depend on shopkeeper that which he will promote. Defiantly he will promote that
company product who will give him more margins.

3) Quantity discount:

Company gives a quantity discount to the distributers, dealers and shopkeepers.


Company said that if you purchase this much amount then I will provide you some
extra fans, some cash discounts etc.

4) Continuous improvement:

Company continuously make some improvements in his product like a new fan
which is more power saver, introduce some new colors, change the weight of the fans,
change the design of the fans, some decorative features etc.

5) Pricing policy:

Company price policy is flexible. Here flexible means not this that company less or
increase his product price, but when company see that some less price fans come in
the market, then they immediately starts discounts on his price, start providing free
gifts like watches. Cameras etc.

Distr ibute rs :
Company has two main distributer in Bhopal-
40
1) Home agent at GTB complex new market Bhopal

2) In old Bhopal

De aler s:
Company has 28 dealers in Bhopal city. These are

Dealer's Name Street Address City State


24, CHETAK COMPLEX, ZONE-11,M. P. MADHYA
AVM LAMPS BHOPAL
NAGAR, PH. 0755-255301 PRADESH
BHARAT RADIOS & OPP. GUJARAT LODGE,GHORA MADHYA
BHOPAL
ELECTRICALS NAKKAS, PH. 535282/748782 PRADESH
CHINTAMAN CHOURAHA,HAMIDIA MADHYA
BHOPAL S.M. CO. BHOPAL
ROAD, PH. 543368 PRADESH
E3/283-A, 10 NO. STOP,BAHUBALI
MADHYA
CITY POINT MARKET, ARERA COLONY, PH. BHOPAL
PRADESH
2465788/2776092
DEEP DEPARTMENTAL MADHYA
PLOT NO. 4, T.T. NAGAR,PH. 541754 BHOPAL
STORE PRADESH
ITC LIMITED- DURGA ESTATE, BAGRANG STREET,
MADHYA
INTERNATIONAL NR. L.G NH-8, ASLALI ,PH. 0755- BHOPAL
PRADESH
BUSINESS 2763071
NR. BHARAT TALKIES,OPP. HOTEL MADHYA
JAINAWIN SALES BHOPAL
GRAND, HAMIDIA ROAD, PH. 536631 PRADESH
GHODA NAKKAS,MANGAL WARA MADHYA
LUCKY ELECTRICALS BHOPAL
ROAD, PH. 534941 PRADESH
MADHYA
MEHTA AGENCY 18, ITWARA ROAD,PH. 543622 BHOPAL
PRADESH
MULTITECH SHOP NO. 2, THE MALL,CHUNA MADHYA
BHOPAL
MARKETING BHATI, PH. 2471104,SHOPPING PRADESH
MADHYA
OM AGENCIES G.T.B COMPLEX ,TT NAGAR, BHOPAL
PRADESH
MADHYA
PARAS ELECTRICALS 12, ZONE-, MP NAGAR, BHOPAL
PRADESH
NEAR HANUMAN MANDIR LANE, MADHYA
PUSHPA TRADERS BHOPAL
NEW MARKET BHOPAL, PRADESH
MADHYA
R.K. DISTRIBUTORS MAIN ROAD, BAIRAGARH,PH. 521630 BHOPAL
PRADESH
RACHNA SALES 21, NARAYAN NAGAR, N.H. 12, OPP. BHOPAL MADHYA
41
SERVICES UNIVERSITY GATE, PH. 786150 PRADESH
MADHYA
RAVI TRADERS 11, J.K. BUILDING, HAMIDIA ROAD, BHOPAL
PRADESH
SATYAM LUCKY PLAZA, MALVIYA MADHYA
BHOPAL
ELECTRICALS(ASC) NAGAR,NEW MARKET PRADESH
SHOP NO. 5, SAGAR KUNJ, OPP
MADHYA
SHIVAJI ELECTRICALS PETROL PUMP KOLAM ROAD BHOPAL
PRADESH
BHOPAL ,PH. 0755-4206058
SHOP NO. 5, SAGAR KUNJ, OPP.
MADHYA
SHIVAJI ELECTRICALS PETROLPUMP KOLAM ROAD BHOPAL BHOPAL
PRADESH
,PH. 0755-4206058
SHOP NO. 2 NATIONAL
MARKET,GHORA NIKKAS, PH. 94253 MADHYA
SHIVAM SALES BHOPAL
77896,OPP. SAHU DHARAMSHALA PRADESH
MANGALWARA ROAD
SHRI RAM ELECTRIC MADHYA
56, GHORA NIKKAS,PH. 535816/535828 BHOPAL
STORES PRADESH
7, AMBEDKAR PARISAR,SHIVAJI MADHYA
SHUBHAM SALES BHOPAL
NAGAR, PH. 242006/762732 PRADESH
SUPER SPARES & 4 KHIYALDAS COMPLEX SHOP,PH. MADHYA
BHOPAL
ELECTRICALS 0755-4701101,NEW MARKET PRADESH
SUPER SPARES & 4 KHIYALDAS COMPLEX,PH. 0755- MADHYA
BHOPAL
ELECTRICALS 4701101,NEW MARKET PRADESH
SUVIDHA METAL 84, S. RAI BHAWAN, MADHYA
BHOPAL
FINISHING JAHANGIRABAD,PH. 573950 PRADESH
17, CHETAK BRIDGE, ZONE1, M.P. MADHYA
URJA SALES BHOPAL
NAGAR,PH. 2553161/ 5272862 PRADESH
17,CHETAK BRIDGE, ZONE1, M.P. MADHYA
URJA SALES BHOPAL
NAGAR,PH. 2553161/ 5272862 PRADESH
OPP. G.P.O SULTANIA ROAD,PH. MADHYA
VIKAS ELECTRONICS BHOPAL
2544186 PRADESH

Co mpe tito rs

Usha has a lot of competitors in Bhopal city. Some of international brands, some national
brands and lot of local brands. The main competitors of Usha are as follows

42
Bajaj, Polar, Crompton, Khaitan, Hevells, Orpat, etc

And in local brand –Indian, Sarvotam, etc

Top five companies of Bhopal according to his market share:

1) Crompton

2) Orient

3) Usha

4) Bajaj

5) Khaitan

This distribution clearly says that on the basis of market share Usha have 3rd place.

According to the above graph 51% fan market of Bhopal capatured by only five companies
and in 49% All remaining brands are exist.

43
Co mp any in volv ement
The Bhopal market in not only in hand of distributers even company also continuously
involve with it. Company appointed his 3-4 members team with each distributer and they
regularly keep their eyes in the happenings of market. They always are in the touch of all
distributers and all dealers. They always watch the marketing process of distributers and the
performance of dealers, shopkeepers and sales teams.

They also conducted researches time to time to find out where the company is gaining and
where the company is lacking. And if lacking then why. What is the factors due to which
there competitors are able to doing well. And eventually on the basis of their findings and
conclusions they suggest the company to make required changes in product features and
there prices.

Ben ef its t o th e com pan y


With the help of this report company will able to:

1) Judge his actual position in the market

2) Aware with the competitor’s strategy.

3) Compare his marketing strategy with competitor’s strategy and will able to find out
the reason where they are lacking.

4) They will able to know the weakest point of their product and there strategy.

5) They will able to know the perception of customers and shopkeepers towards there
product.

6) They will get the idea that how we improve our market share.

44
Data co lle cti on re mainin g

Some important data collections are in the progress:

1) What are the reasons due to which company is having less market share?

2) What are the strategies of the competitors?

3) To know about the profit margin system of the company and the competitors.

4) To know about the marketing strategies of dealers, distributors and shopkeepers


individually.

5) What are the promotional tools using by company?

Etc.

A lot of things which I can’t write here because in future what we will get from
market I myself don’t know exactly.

So data collection process in the progress…………………………….

45
Bibli og rap hy

1) Marketing management (published by ICFAI)

2) Google search

3) Wikipedia

4) Local shopkeepers of MP Nagar, 10 no market, and vitthal market.

5) Electricians of 10 no. market

6) Employees of the company.

46