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A Project Report On Analytical Study of Bajaj Gas Stoves to identify its exact position in the existing market At

Bajaj Electricals Ltd.

Submitted in partial fulfilment for the degree of Master of Business Administration, University of Pune, Pune, Maharastra. By Ram Babu MBA (2004-2006) VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE 411048

CERTIFICATE

This is to certify that this project titled Analytical study of Bajaj Gas Stoves to identify its exact position in the existing market at

Bajaj Electricals Ltd., Pune, is a bonafide work carried out by Ram Babu of MBA marketing of Vishwakarma Institute of Management in the partial fulfillment for the degree of Master of Business Administration, University of Pune. He has worked under our guidance and direction. His work is found to be good and complete in all respect.

Dr. Sharad L. Joshi (Director)

Prof. Rajesh Vhatkar (Project Guide)

Date: Place: VIM, Pune

Date: Place: VIM, Pune

Acknowledgement
I have a great pleasure to present the project report on Analytical study of

Bajaj Gas Stoves to identify its exact position in the existing market for Bajaj Electricals Ltd., Pune region in partial fulfillment of MBA programme of the university of Pune at VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE. I would like to thank my project guide at Bajaj Electricals Mr. Manish Mishra, Senior Sales officer; BU APPLIANCES. His guidance was extremely useful throughout my project work. I would also like to thank the dealers of various gas stoves who shared information and expertise with me. I am greatly indebted to all the personnel in the sales and marketing department in Bajaj electricals for their co-operation and timely help for the completion of my project. My project guide at
VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE.

Prof.

Rajesh Vhatkar was very helpful during this project. This project may never have been possible without the tutelage of Dr.Sharad Joshi. His motivational support kept me spirited throughout this project.

RAM BABU

Acknowledgement
I have a great pleasure to present the project report on Analytical study of Bajaj Gas

Stoves to identify its exact position in the existing market for Bajaj Electricals Ltd., Pune region in partial fulfillment of MBA programme of the university of Pune at VISHWAKARMA INSTITUTE OF MANAGEMENT, PUNE. I would like to thank my project guide at Bajaj Electricals Mr.Manish Mishra, Senior Sales officer; BU APPLIANCES. His guidance was extremely useful throughout my project work. I would also like to thank the dealers of various gas stoves who shared information and expertise with me. I am greatly indebted to all the personnel in the sales and marketing department in Bajaj electricals for their co-operation and timely help for the completion of my project. My project guide at
VISHWAKARMA INSTITUTE OF MANAGEMENT PUNE.

Prof. Rajesh

Vhatkar was very helpful during this project. This project may never have been possible without the tutelage of Dr.Sharad Joshi. His motivational support kept me spirited throughout this project.

RAM BABU

TABLE OF CONTENTS

Executive Summary Company Profile Product Profile


Need and Objective of Project Research Methodology

01-03 04-05 06-08 09-11 12-17 18-33 34-36 37-38 39 40-51

Data Analysis Findings


Suggestions Bibliography Annexure

Executive Summary

Need of the project

Bajaj Electricals Limited (BEL) market gas stoves as a part of their product portfolio. The company felt the need to reposition the product in view of competitive pressure. Emergence of several gas stoves from various local companies created a potential threat to the marketing segmentation of Bajaj s gas stoves. Hence Bajaj Electrical aspires to find out the pricing and marketing strategies adopted by its prevalent competitors in the existing market. The rationales behind the project are To find the pricing structure of competitors. To carry out the competitive analysis for BEL. To analyse the dealers perception of Bajaj and its competitors product

Methodology

Initiation of the project Recommendations

Study Design

Survey

Data analysis

The sample size

70 outlets Area wise sampling

Sampling method used:

In the first phase of my project, I interviewed dealers of Bajaj only. In the second phase I interviewed the dealers of Bajaj as well as its competitors and I visited all the outlets which deals in gas stoves, spread in various parts of Pune.

The tool that was used for tests was correlation testing between complaints and the corresponding suggestions given by dealers.

The major findings of the survey are: Very little awareness in the market among customers as well as dealers regarding Bajaj s gas stoves. Ignorance in tapping/satisfying customers by BEL Credit facility provided by other local manufacturers was the potential threat for Bajaj Electricals Limited. No well directed advertising programme to communicate with the customers.

The major recommendations given to Bajaj Electricals was: Advertisements and sales promotions via different modes Introduce alternative techniques, to counterbalance competitors lending credit facility to dealers. Product range should be enlarged; versatility of products with respect to design, aesthetics and features should be improved. Tie up with certain LPG gas Ltd. like HPCL/BPCL. Cordial relations with dealers because finally they are to sell bajaj s image. Proper use of bajaj s brand name, as related to other products like gas geysers,mixers,irons,water heaters etc.

Price should be slashed and a little more margin should be given to the dealers.

The recommendations were accepted immediately by BEL & implemented forthwith.

Achievements:

For any summer trainee the achievement of the project means that the suggestions and recommendations are implemented by the organization. The recommendations suggested by me were put into practice by BEL.

Statistical Tools used for Data analysis:

For analysing the data I used Correlation analysis: This was used to correlate the complaints given by the dealers with the corresponding recommendations/suggestions. Correlation testing between the dealers complaints and suggestions help to decide whether I can infer any solution from dealers suggestions to tackle their complaints.

Area wise analysis of the share of bajaj and its competitors give area wise share of each competitor and bajaj s major competitor in respective areas.

Company Profile

Bajaj Electricals Limited (BEL) is a part of the US $ 3 billion "Bajaj Group" who is in the business of steel, sugar, two wheelers & three wheelers besides an impressive range of consumer electrical products. We are a 68 year old company with a turnover of over Rs. 650 crores aiming to be a Rs. 1001 crores company in the next couple of years.

Bajaj Electricals has 19 branch offices, a chain of 600 distributors, 3000 authorized dealers, over 1,20,000 retail outlets and over 200 service franchises spread across the country. BEL today has five major strategic business units comprising of home appliances, fans, lighting, luminaries and engineering & projects. We are also in the business of manufacturing, erection and commissioning of Transmission Line Towers, Telecom Towers, Mobile Telecom Towers and Wind Energy Towers. Export of all BEL's products except of its engineering and projects business unit is taken care of by group company Bajaj International Pvt. Ltd. Bajaj Appliances

Fire...radiating its heat from our Room Heaters, Irons, Ovens, Toasters and Microwave Ovens. Water...flowing through our products such as water Heaters and Water Filters. Earth...signifying our food related products such as Mixers, Food Processors and Juicers. When it comes to small appliances, no other company in India offers as wide and modern a range as Bajaj Electricals does.

We offer all varieties of Microwave Ovens, Desert Coolers, Personal Coolers, Water Heaters, Room heaters, Oven-Toaster-Grillers, sandwich Toasters, Toasters, Juicers & Mixer Grinders, Food Processors, Steam & Dry Irons and Water Filters. All of these have found a favourable place in Indian kitchens and homes for a decade.

Choose one from our vast range...The ' Bajaj ' group of India owes immense gratitude to their founding fathers whose vision and dedication over the years has greatly helped to build a business house that can set standards in Indian Industry.

Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted fifth son of Mahatma Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of his country. Trust - a simple word that contains a whole philosophy handed down by Jamnalal Bajaj to his successors. He valued honesty over profit, actions over words and common good over individual gain.

Kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious father and consolidated the bajaj foundation. With characteristic foresight and pragmatic vision, he launched a steady diversification programme, which gave the current name "Bajaj" both its shape and size. His unique management style created a work culture that matched well with the national spirit he had inherited.

Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and steered the Group from strength to strength for over 22 years. He had also actively participated in the freedom struggle of the country. In post independent India, he had led the youth movement. All along, he actively strengthened the foundations of business through ethics and practices both within the group and amongst the business community as well.

Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with Bajaj Sevashram after which he worked at Bajaj International, the group's export company. Mr. Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took over as the Chairman and Managing Director in 1994.

Mr. Bajaj is the Chairman of Bajaj Group companies Bajaj International and Hercules Hoist Pvt. Ltd. and on the Board of Directors of Bajaj Auto and IDBI Bank. He was the President of ASSOCHAM, former President of Indian Merchant Chambers (IMC) and Council for Fair Business Practices (CFBP)

Product Profile

AX 4
Gas Stove with 4 brass burners with stainless steel body Special high efficiency brass burners in the gas stoves Aesthetically designed gas stove MRP: Rs. 4375

AX 1
2 brass burners with stainless steel body Special high efficiency burners with 5 year guarantee Extra wide top for accommodating large vessels Available for LPG and PNG MRP: Rs. 1675

AX 2
2 brass burners with stainless steel body Special high efficiency burners with 5 year guarantee Extra wide top for accommodating large vessels on gas stoves Spill tray and tall legs to facilitate easy cleaning of gas stoves Model with Auto ignition also available Available for LPG and PNG MRP: Rs. 1925

AX 3
3 brass burners with stainless steel body Special high efficiency burners with 5 year guarantee Extra wide top for accommodating large vessels Spill tray and tall legs to facilitate easy cleaning Model with Auto ignition also available Available for LPG and PNG

MRP:

Rs. 1995

IX 2
Auto ignition 2 brass burners with Stainless Steel body Special high efficiency burners with 5 year guarantee Extra wide to accommodating large vessels Spill tray and large legs to facilitate easy cleaning Available for LPG and PNG

MRP:

Rs. 2825

Popular
2 brass burners with Stainless Steel body Special high efficiency burners with 5 year guarantee Extra wide top accommodating large vessels on gas stoves Available for LPG and PNG

MRP:

Rs. 1395

IX 3
Auto ignition 3 brass burners with stainless steel body Special high efficiency burners with 5 year guarantee Extra wide top for accommodating large vessels Spill tray and tall legs to facilitate easy cleaning Available for LPG and PNG

MRP:

Rs. 3750

Need of the project


1. Bajaj Electricals Ltd. is a premier name in manufacturing home appliances products such as OTG, mixers, iron, geysers, water heaters, and microwave ovens. They are the most prestigious name and market leader in most of its products in the product portfolio, and enjoy good market share in marketing those products.

2. Later in the year 2000-01,Bajaj launched gas stoves as a new product in their product portfolio, At the time of launching there were several market leaders in gas stoves segments like Sunflame as no.1 and Surya(Bombay)in branded and many local manufacturers were fighting to nab the no.1 position in unbranded segment of gas stoves.

3. Gradually the market was also flushed with several names in unbranded segments primarily Surya, from Bangalore and Delhi, which covered significant market share. Eventually, cheaper in rates as in comparison to branded gas stoves and having almost similar looks and aesthetics as of branded stoves, it emerged as the biggest threat for all participants of gas stoves in the market.

4. BEL realizes that its gas stoves segment was not doing all that well as in comparison to other products in its product portfolio, henceforth it needs to utilize its brand equity, and company required a exhaustive analysis of its product as well as its competitors s strategy to prevail in the market of gas stoves.

5. BEL is interested in increasing the customer loyalty towards the gas stoves as it is for other products of bajaj by increasing the satisfaction level of its existing customers/dealers
120

100

80

L o y a lty R e te n tio n (% )

60

40

20

Very Dis

Dis

Neither

Satisfied

Very Satisfied

Satisfaction Level

Source: Services Marketing by Valarie A Zeithamal, Mary Jo Bitner, Tata McGraw Hill Publications

OBJECTIVES OF THE PROJECT


Retaining existing customers/dealers.

o Find out the perception of existing customers/dealers towards Bajaj and give out different suggestions so as to change the mindset of the dealer/customer in the positive sense and retain them.

Attracting new customers

o BEL is planning various schemes for its dealers as well as customers to attract newer ones, by attaching the gas stoves as gift item with its successful products in the existing market.

Tapping corporate clients

o Some corporate firms like petroleum companies have collaborations with gas stove manufacturers, e.g. Surya (Bangalore) with HPCL and Prestige with BPCL.

To study the competitors market share and find out the close competitor in specified areas.

As BEL is facing stiffer competition in branded and unbranded segments of gas stove.

Research Methodology

Approach Summary

Step 1 Step 2 Step 3 Step 4 Step 5

Initiation of the project Study Design Survey Data Analysis Recommendations

STEP 1

o Understanding the organization. o Understanding the scope of the project. o Formulation of plans to address the study objectives. o Studying product related details offered by Bajaj & other competitors on secondary data from BEL STEP 2

o Designing of the sample from existing data base o Collective preparation for interview & questionnaire. o Preparing the data analysis plan including data base structure.

STEP 3

o Collection of data by conducting the interviews(primary data) o Collection of secondary data from BEL

STEP 4

o Area wise analysis & competitors mapping. o Analysis based on product/aesthetics type. o Analysis based on pricing.

STEP 5

o Suggesting guidelines for improvement. o Presentation of findings.

The overall field work was carried out for the duration of two months(1st June-31st July)

Information Needed To understand the product & service offering by BEL. To assess the customer/dealer perception about the quality of Bajaj s product and competitors. To receive the suggestions from the customers/dealers for value addition. To make use of the valuable information given by dealers for offering them various attractive schemes. To trace the overall customers/dealers as well as competitor profile.

Initially, I studied the various products marketed by BEL. I observed that other products than gas stoves were doing considerably well in the market. After studying the BEL product portfolio and offerings to the dealers, I started deskwork. In this process I prepared questionnaire. I studied the whole questionnaire and decided upon the weightage to be given to each question while interviewing dealers under different conditions.

Geographical Coverage
The areas covered for study were divided in nine parts

A. Pune Satara Road,Dhankawdi B. Karve Road,Warje,Kothrud,Aundh,Aundhgaon C. Tilak Road D. Model Colony E. Shivajinagar,Kirkee,Yerwada F. Fatima Nagar,Kondhwa, Bibwewadi G. Hadapsar H. Peth Areas,Appa Balwant Chowk,Laxmi Road I. Pimpri,Chinchwad Sales Segregation area wise for 1 month

Area A B C D E F G H I TOTAL

Bajaj 2 10 10 1 100 5 50 50 20 248

Sunflame 5 50 25 1 400 10 100 100 200 891

Surya(D+B) Others 8 100 50 2 1000 20 200 300 300 1980 3 100 50 6 800 15 450 550 180 2154

Total Sales 18 260 135 10 2300 50 800 1000 700 5273

Others include gas stove of : Chinese, Marlex, Sunblaze, Prestige, Nirlep, Butterfly,Pigeon,Surya original(Bombay),Laxmi Bajaj rainbow,Usha,Jyoti,Peacock,Anjali, Suntime, Crown, Servo flame, Vinflame, Kranti, etc.

Sampling type
Area wise Sampling The sampling was done area wise divided in nine parts over Pune.During first phase of the project I visited and interviewed the dealers who deal in specifically Bajaj or any other particular brand only. Later on during the second phase of the project I met and interviewed those dealers who were dealing in all brands of gas stoves.,i.e those who deal in four to five brands and not dealing in any specific brand.

Tools used for data presentation

---- Pie charts ----Bar charts

Limitations of the survey

The dealers in gas stoves market were not educated and hence it created hurdles at certain points to infer conclusions based on their statements, as some times those statement were found to be contradictory.

Since study area was confined to selected area only I couldn t predict the performance of Bajaj gas stoves in broader perspective

Certain information related to pricing provided by various competitors was not revealed by dealers hence it was very tough to infer conclusion in this regard.

Project Schedule

TASK

15DAYS 01/6 TO 15/6

30DAYS 16/6 TO 30/6

45DAYS 1/7 TO 15/7

60DAYS 16/7 TO 30/7

75DAYS 31/7 TO 5/8

INITIATION OF PROJECT STUDY DESIGN

FIELD WORK

DATA ANALYSIS

RECOMMENDATIONS

Data Analysis

Ranking Of gas stoves as no.1 in term of sales (Dealers Perception) Brands Surya( Delhi +Bangalore) Surya (Bombay) Sunflame Bajaj Others No.of respondents. 30 05 15 10 10

30 25 20 15 10 5 0
Surya(D+B) Surya (B) Sunflame Bajaj Others

Bajaj 14%

Others 14%

Surya( D+B) 44%

Sunflame 21%
Surya( D+B) Surya(B)

Surya(B) 7%

Sunflame

Bajaj

Others

Proportion of sales of Bajaj gas stoves versus All

1:10 2:10 3-4:10 1:2 >1/2

30 30 05 03 02

30 25 20 No. of 15 Respondents 10 5 0
1:10 2:10 3-4:10 1:02 >1/2

Proportion Of Sales

Dealers perception about margin and pricing of bajaj s gas stoves

Delighted Fully satisfied Its o.k. Not satisfied Strongly dissatisfied

01 05 35 10 19

35 30 25 20 15 10 5 0
Delighted Fully Satisfied Its Ok Not Satisfied Strongly Dissatisfied

Strongly Dissatisfied 27%

Delighted 1%

Fully Satisfied 7%

Its Ok 51% Not Satisfied 14%


Delighted Its Ok Strongly Dissatisfied Fully Satisfied Not Satisfied

Dealers opinion about competitor is better than bajaj by

Pricing Quality Aesthetics Service Others

25 10 05 10 20

Others including credit terms, availability of the product in the market and company s caring about dealers

25 20 15 10 5 0
Pricing Quality Aesthetics Service Others

Others 29%

Pricing 36%

Service 14%

Aesthetics 7%

Quality 14%

Pricing

Quality

Aesthetics

Service

Others

Bajaj s different models sale by dealers

Popular(2 burner) ,AX2 AX3(3 burner) AX4(4 Burner)


3 Burner 10% 4 Burner 10%

80% 10% 10%

2 Burner 80%
2 Burner 3 Burner 4 Burner

Service/Quality/features/margin provided by competitors product(dealers perception)

Excellent Very good Good Satisfactory Bad

30 10 10 10 10

30 25 20 15 10 5 0
Excellent Very Good Good Satisfactory Bad

The toughest competitor to bajaj (dealers opinion)

Sunflame

20

Surya (delhi+Bang.) 35 Chinese Others 05 10

35 30 25 20 15 10 5 0
Sunflame Surya(D+B) Chinese Others

Dealers Opinion to increase bajaj sales

Advertisement More margin to dealers Schemes/offers/gifts Credit facility

25 10 05 30

30 25 20 15 10 5 0
Advertisement More Margin To Dealer Schemes Credit

Credit 43%

Advertisement 36%

Schemes 7%

Advertisement

More Margin To Dealer

Schemes

More Margin To Dealer 14%

Credit

Dealers perception about Bajaj s poor sales

Unawareness among customer and dealers Price ,Too high Competitor s brand better Competitors brand is cheaper with similar offerings Others

20 20 10 10 10

Competitors Brand Cheaper 14%

Others 14%

Unawareness 29%

Better Quality of Competitor 14% Unawareness Better Quality of Competitor Others

High Price 29% High Price Competitors Brand Cheaper

Dealers suggestion to promote/improve the sales of Bajaj s gas stoves

Posters/banners/pamphlets/catalogue provided in bulk Attractive POP/POS Calender/pockets/tele diaries etc.as gift items for dealers Credit facility

20 20 10 20

Credit Facility 29%

Catalogue/Pa mplets 28%

Gifts 14%
Catalogue/Pamplets POP/S Gifts

POP/S 29%
Credit Facility

Analysis of Dealers margin in various gas stoves

1,000
margins for dealers

800 600 400 200 0


Bajaj Sunflame Surya(D+B) Others

models of gas stoves in various brands


2 burner 3 burner 4 burner

Correlation analysis

Complaints given by dealers

Complaints High cost Bad service Poor margin Unawareness Poor distribution Non-credit facility Poor management

Respondents 16 04 15 10 05 17 07

rank 2 6 3 4 5 1 7

Complaints High Cost Bad Service Poor Margin Unawareness Poor Distribution No Credit Facility Poor Management Total

Respondents 16 4 15 10 5 17 3 70 2 6 3 4 5 1 7

Rank

Suggestions given by dealers

Control the cost Improve service Increase margin Increase awareness Improve distribution Give credit facility-

10 05 15 16 06 14

4 6 2 1 5 3 7

Imp. dealer mgmt.relations- 04

Corresponding Suggestion Control Cost Improve Service Increase Margin Increase Awareness Improve Dist. Channel Give Credit Improve Dealer Mgmt. Channel Total

Respondents 10 5 15 16 6 14 4

Rank 4 6 2 1 5 3 7

70

Let X------complaint rank And Y-----corresponding suggestion(solution) rank |X-Y|=d (X-Y)=d2

Complaint

rank(X)

sol. Rank (Y)

A(non credit facility) B(High cost) C(Poor margin) D(unawareness) E(Poor distribution) F(bad service) G(poor mgmt.)

1 2 3 4 5 6 7

3 4 2 1 5 6 7

2 2 1 3 0 0 0

4 4 1 9 0 0 0 d2 =18

rs =1- 6

2 2 d /n(n -1)

=1-6(18)/7(49-1) =1-108/336 =.6786 Since 0< rs <1 Therefore there is positive correlation between no. of complaints and their corresponding suggestions given by dealers.

Findings
Market is flushed with gas stoves. Almost 40-50 different unbranded names have been observed in the market. Primarily the competition is between branded and unbranded gas stoves . In branded segment its sunflame and in unbranded gas stoves its surya (Delhi and Bangalore made) that has captured a huge market share in the existing market.

So far the name and position of Bajaj gas stoves are concerned it was observed that it was not significant in the gas stoves segment and company was not using its brand equity properly. The bajaj gas stoves were struggling for their existence in the market owing to certain reasons as follows.

In terms of quality it is believed by various dealers and retailers that Bajaj and Sunflame both are good names, but Sunflame is older company in contrast to Bajaj hence the customers are more loyal towards Sunflame than to Bajaj. Sunflame regularly advertises in sakal newspaper and hence promotes its sales thereby increasing its sales volume, whereas Bajaj is not concentrating on sales promotion of gas stoves.

Market is heavily dominated by Surya group of gas stoves, one that is Delhi made and another from Bangalore, it was observed that Surya group are the hottest choice for most of the retailers. The reasons are as follows:

Credit facility provided by the company. Pay after you have sold it, its potential threat for any company if the competitor is going ahead with such policy.

Low pricing of Surya group of gas stoves, thereby profiting more to dealers and retailers and targeting the potential customers for gas stoves, eventually they don t print MRP on the gas stoves and hence there is full scope for dealers and retailers to manipulate the pricing by fixing their own MRP, on which they adjust Rs. 1000 for old gas stoves from customers on the MRP of new gas stoves, still earning immensely, customer too, is happy because of old stove evaluation, for dealers the old stove valued for Rs. 100-150 as a scrap also.

The quality of Surya group of gas stoves too is okay in the eyes of dealers; hence they are delighted in doing business with Surya, because of one and more reasons mentioned above.

Hence for Bajaj gas stoves there are two types of competitor in the existing market one in terms of quality and brand equity and another in terms of pricing.

Competitor in terms of quality/brand equity: Sunflame Competitor in terms of pricing: Surya (Delhi and Bangalore)

Another important aspect for effective selling of gas stoves that was observed in the market was to make a tie up with certain LPG Company as companies like Prestige gas stoves has a tie up with Bharat petroleum BPCL and hence selling huge quantity of gas stoves.

Another important aspect of Bajaj s gas stoves poor selling from the dealers and competitors point of view was that Bajaj s people or personnel or representative never visited/visit to any outlet, hence why should I/we sell their product, no doubt this is a serious allegation as for when you are marketing a product.

Apart from these if the performance of gas stoves are concerned the dealers point of views are:

Almost all gas stoves perform equally well and hence you can t claim something exclusively in terms of aesthetics, service, quality or design, even brand name.

Secondly Bajaj s goodwill for other products is really well but it is the view of the dealers that company is nowhere interested in the business of gas stoves.

Some important dealers who sell large quantity of gas stoves are of the view that why to sell Bajaj, Bajaj is not producing its own gas stoves, its using the label of Bajaj on some others product hired /purchased and it can stop supplying of gas stoves anytime in the market and creating a lot of problems to dealers and retailers as against the service and guarantee terms. Of course the company should increase its product range. Various dealers desire the versatility of products. Even smaller companies like Prestige, Surya are having large

number of models in gas stoves, it s a fact that Bajaj hardly supplies five to six models in the market.

Suggestions
In order to excel and fight in the rigorous competition in the market it is suggested that company should consider certain points and think, plan certain alternatives for the effective sales of gas stoves in the market.

Advertisement and sales promotions via different modes. Alternative technique for competitors providing credit facility to dealers, to counterbalance it, bajaj has to make its own strategy. Product range should be enlarged, versatility of the products, with respect to design, aesthetics and features should be improved Tie up with certain LPG gas ltd. Like HPCL/BPCL Cordial relationships with dealers because finally they are to sell Bajaj s image.

Proper use of Bajaj s brand equity, as related to other products like gas geysers, mixers and irons, water heaters, etc.

Strategy to clear the doubts in the mind of public or dealers that Bajaj don t manufacture gas stoves on its own.

Improvising distribution network by analyzing the performance of present distributors.

Price should be slashed down to reasonable and competitive. Provisions for more margins to dealers

Regular visits to find out and analyze the performance of Bajaj gas stoves sales.

If the company considers above-mentioned elements,(no doubt the company has overlooked it till now), in a short span of time Bajaj can emerge as an important name in the field of gas stoves segment.

BIBLIOGRAPHY

BOOKS

AUTHOR

NAME OF BOOK

Philip Kotler

Marketing Management

C.R.Kothari

Research Methodology Methods and Techniques

Rajan Saxena

Marketing Management

Dr. Shajahan

Research in Management

WEBSITE
www.bajajelectricals.com

Executive Summary

Company Profile

Product Profile

Need and Objective of Project

Research Methodology

Data Analysis

Findings

Suggestions

Bibliography

Annexure

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