Budget Jan 09 - 2010-2011-Final1

BCD Division Jan
-2010
INDEX
• BCD Division Highlights

– Performance FY Vs Budget Vs LY
– Market Highlights
– Staff Details
• Bicycle
– Performance FY vs Budget Vs Ly
– Sales Trend
– SOM
– Competitors activities
– Strategy
– Budget 2010-2011
• Fan
– Sales Trend
– SOM
– Strategy
– Budget 2010-2011
1
BCD Division Jan
-2010
INDEX
• Generator
– Sales Trend
– SOM
– Strategy
– Budget 2010-2011
• Water Pumps
– Sales Trend
– SOM
– Strategy
– Budget 2010-2011
• Budget 2010-2011
2
BCD Division Jan
-2010
BCD Department Performance –Division Wise
Till Jan‘10 Estimated 2009-10 Budget 2009-10 Actual 2008-09
Contr Contr Cont Contr Contr

Qty Value Contri % Qty Value Contri % Qty Value Contri r% Qty Value i %
Bicycle 28,485 365.04 47.66 13% 37,829 434.12 53.22 12% 65,000 724.35 27.50 4% 52,202 602.64 91.4 15%
Fans 16,160 61.80 12.59 18% 30,060 100.90 14.88 15% 73,000 247.90 7.68 3% 34,982 107.85 32.77 30%
Gen 31,624 577.71 24.98 4% 37,924 706.89 30.18 4% 79,000 1,414.8 59.42 4% 42,136 805.72 114.8 14%
Water
Pumps 3,187 57.48 6.3 11% 6.037 85.37 6.84 8% 10,000 98 4.11 4% - - - -
Total 79,456 1,062.4 91.17 8.5% 111,850 1,327.38 105.12 8% 227,000 2,485.05 98.71 4% 129,320 1,516.21 238.9 16%
3
BCD Division Jan
-2010
BCD Department Performance- Branch wise
Actual sales (April- Dec 09) Expected sales ( April 09- March 10) FY Budgeted sales ( April 09- March 10) Actual sales ( April 08- March 09)
Contri ( Contri ( Contri ( Contri (
Value (Mn Value Mn Contri Value (Mn Value Mn Contri ( Value (Mn Value Mn Contri ( Value (Mn Value Mn
Qty N) N) (% Qty N) N) % Qty N) N) % Qty N) N) Contri ( %
Lagos 15,052 205.00 18.54 9% 20,862 269.35 23.18 9% 31,120 349.30 14.75 4% 27,088 362.94 61.75 17%
Kano 18,286 213.29 23.57 11% 25,058 280.34 28.83 10% 35,030 348.43 12.92 4% 33,910 370.08 55.75 15%
Aba 9,488 130.29 7.83 6% 14,274 182.23 11.28 6% 27,430 334.49 14.11 4% 15,586 195.01 27.65 14%
PHC 4,535 54.26 5.38 10% 5,114 65.84 6.31 10% 19,800 195.31 7.81 4% 11,173 116.13 19.55 17%
Abuja 13,625 148.47 11.30 8% 19,303 200.67 14.33 7% 31,050 316.40 13.18 4% 14,679 120.64 20.42 17%
Onitsha 9,346 127.77 6.78 5% 12,596 166.57 8.63 5% 32,310 407.78 17.67 4% 16,736 228.03 32.61 14%
M'guir 1,413 21.27 3.39 16% 3,973 39.29 4.99 13% 26,970 326.67 13.06 4% - - -
Ibadan 4,258 49.98 2.26 5% 5,598 66.48 3.03 5% 11,340 123.25 5.33 4% 5,507 60.69 10.35 17%
Ilorin 2,896 41.59 3.97 10% 4,596 56.51 4.72 8% 11,950 122.25 8.25 7% 4,641 62.69 10.85 17%
Total 78,899 991.92 83.02 8% 111,374 1,327.28 105.30 8% 227,000 2,523.88 107.08 4% 129,320 1,516.21 238.93 16%
4
BCD Division Jan
-2010
Inventory days Trends
Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Total
Bicycle Sales value 42.72 35.80 31.63 39.35 26.20 41.21 36.26 33.41 39.51 326.09
Inventory value 48.15 42.39 59.97 77.84 100.97 118.81 136.52 131.12 120.92 836.69
Inv days 33 35 56 59 115 86 112 117 91 76
Fans Sales value 5.79 7.96 5.24 5.44 6.70 3.79 3.21 8.30 10.08 56.51
Inventory value 18.31 15.54 20.22 30.12 25.10 37.86 62.60 69.59 61.72 341.06
Inv days 95 59 116 166 112 299 584 251 184 181
Gen Sales value 102.53 87.95 84.70 66.11 61.95 56.93 35.30 36.43 44.56 576.46
Inventory value 157.16 191.98 124.11 87.49 46.00 186.18 145.72 210.06 163.81 1,312.51
Inv days 46 65 44 40 22 98 124 173 110 68
Water
Pump Sales value 2.11 5.32 7.65 15.08
Inventory value 11.23 46.42 49.24 106.89
5
Inv days 160 262 193 212
BCD Division Jan
-2010
MARKET HIGHLIGHTS
• Generator
– Oversupplied: Generators were over imported in Q3 leading to general price crash
– Cash crunch affected trade finance
– Importers’ peril: Cash flow erosion
• Fan
– Binatone and Newclime weakened
– Standing fans – Mikasa - Acceptance
– India market further shrunk
• Bicycle
– After ban turmoil
– Savvy approach by old players
– Stockpile for new jumpers like Wandel & Mikky Ladey
– Importation of second hand bicycle
6
BCD Division Jan
-2010
Staff Details
Turnover Avg
achevied(April- sales/
Date of Dec 09) month No. Of
Name of staff Location Division Joining Status Area of operation (millions) (Mn) customer
1 Mr. Tunde Lagos BC 7 Y 10M C Nigeria /Lagos 89.92 9.99 8
2 Mr. Victor Lagos CD- FANS 3Y 3M C LAGOS 16.56 5.52 8

Mr. Awua Terngu
3 Emmanuel Kano CD 3 Y 11M C ZARIA , BAUCHI, GOMBE 60.72 6.75 8
4 Mr. Festus Kano BC 9Y 11M C KANO 100.22 11.14 15
5 Mr. Jonathan Onyeke Kano CD 5 Y 10M C SOKOTO , ZAMFARA , KEBI 66.97 7.44 16
6 Mr. Andrew George Kano CD 1 Y 9M P KANO 24.54 2.73 10
JIGAWA , KATSINA ,
7 Mr. Orlando Onyeke Kano CD 3 Y 2M P OUTSTRIKES OF KANO 46.67 5.19 10
KADUNA , PLATEU , BAUCHI,
8 Mr. Ojo Babtunde Abuja CD 2Y 2 M C GOMBE 54.23 6.03 38
NASSARAWA, BENUE, TARABA,
9 Mr. Micheal Okoh Abuja CD 3Y 10M C ADAMAWA, KOGI 27.78 3.09 20
NIGER, PLATEAU, BAUCHI,
10 Mr. Alabi Shakiru Abuja BC 4Y C GOMBE, NASSARAWA, BENUE 26.78 2.98 10
Mr. Awotunbo
11 Adewale Lanre Ibadan BC/ CD 3Y C OGUN, OSHUN, OYO, ONDO 52.09 5.79 23
12 Mr. Bello Ilorin BC / CD 1Y3M P ILORIN 41.97 4.66 6
Mr. Olatunde M.
13 Olakunle Ilorin CD 1Y 9M P ILORIN, KOJI, 9.11 1.01 8
ABIA RIVERS, IMO , AKWA
14 Mr. Felix Ajanou Aba / PHC CD 3Y C IBOM 119.05 13.23 20
ABIA RIVERS, AKWA IBOM ,
15 Mr. Lawsons Aba / PHC BC/ CD 2Y P CROSS RIVER, BYELSA 54.42 6.05 20
EDO, DELTA (BENIN) , ENUGU ,
16 Mr. Clement Nwankwo Onitsha CD 2Y 2 M C ANAMBRA 125.14 13.90 14
Mr. Willams David 7
17 Lucky Onitsha CD 1Y3M C DELTA, ANAMBRA, ENUGU 1.40 0.16 10
BCD Division Jan
-2010
Customer Data
Division Credit Cash Credit Cash Total Sales Val

Number Number Sales Val Sales Val
Bicycles Dealers 4 33 34.47 20.79 55.26
Consumer Dealers 32 140 220.68 317.65 538.33

Durable
• Credit Sales includes –

– Van Sales – N 184. 85 M
8
Bicycle Division Jan
-2010
Bicycle
9
-2010
SALES: QTY BUDGET VS ACTUAL VS LY
Actual Sales (apr- Dec 09) Targetted Sales (apr09 - Mar 10) FY budgted Sales (apr- Mar 10) Actual Sales (apr 08- mar 09)
Value Contri Contri Value Contri Contri Value Contri Contri Value Contri Contri
Branch Qty (Mn) (Mn) % Qty (Mn) (Mn) % Qty (Mn) (Mn) % Qty (Mn) (Mn) %
Lagos 6,224 92.3 10.37 11.2% 8,034 119.45 13.08 11.0% 12,000 163.3 6.84 4.2% 11,693 166.47 23.19 13.9%
Kano 11,560 127.2 18.79 14.8% 15,032 164.7 22.54 13.7% 20,200 223.5 7.81 3.5% 23,367 260.82 40.29 15.4%
Aba 3,112 31.2 3.41 10.9% 4,698 47.7 5.06 10.6% 5,000 47.1 1.65 3.5% 4,284 46.22 7.84 17.0%
PHC 2,966 30.4 3.9 12.8% 3,321 33.95 4.25 12.5% 7,000 65.4 2.3 3.5% 6,342 63.75 10.47 16.4%
Abuja 2,347 22.42 2.29 10.2% 3,125 29.82 3.03 10.2% 6,500 84 3.46 4.1% 5,319 54.62 7.75 14.2%
M'guir 1,760 19.3 3.24 16.8% 2,963 32.3 4.54 14.1% 12,800 141.9 5.03 3.5% 0 0 0
I badan 125 1.3 0.18 13.8% 165 1.7 0.22 12.9% 0 236 2.06 0.4 19.4%
I lorin 391 3.6 0.41 11.4% 491 4.5 0.5 11.1% 1,500 12.2 0.42 3.4% 961 8.7 1.41 16.2%
10
AN 28,485 327.72 42.59 13.0% 37,829 434.12 53.22 12.3% 65,000 737.40 27.51 3.7% 52,202 602.64 91.40 15.2%
-2010
Bicycle Market Highlights
• More competition, less demand in Std cycles

Q1& Q2
• Excess stock of Std cycles
• Importation of used cycle in a higher side
( ATB /Multi speed cycles)
• International market fallout and price drop
• Focus on collection
• Std cycles, market is currently steady
• Dealer are moving to other products category.
• Competition supplying goods on credit to dealers
to ensure display of products.
11
-2010
SOM 08-09 SOM 09-10
Low gravity
Low gravity
2% Std
8% Std
21%
23%
Kids
32%
Kids
30%
MTB (G) MTB

MTB (G)
MTB 8% 37%
2%
37%
Total market : 200,000 units Total market : 150,000 units

Chellarams Plc: 52,200 units Chellarams Plc: 37,829 units
• • 12
-2010
Bicycle : Elements and Drivers
Market Approach
- St eady - St able pricing
- P rice hit ( increase in compet it ion) - Focus on cont ribut ion avenues
- Dealers close down - Van sales
- Unviable for dist ribut ors - P ressure sales
- second hand cycles - Foucsing on dealer relat ionship
- Maint ain availablit y of product
Challenges Drivers
- Rising cost s - P roduct development
- I nflux of Used cycles (ATB/ MTB) - P osit ive t rade signals
- I nvent ory mgmt . - R ange management
- I mpossible forecast ing - Brand Name
- P rice in spare part range
13
-2010
SOM 08-09
Market Share 08-09 Used Local
2% 1%
Total market : 1500 Million Chellarams
42%
200,000 units
Smugglers
36%
Eastman
5% Atlas
Raleigh 4%
Avon
5%
5%
Chellarams Atlas Avon Raleigh Eastman Smugglers Used Local
ATB Kids St d Low Gvt y Tot al

Chellarams 50% 27% 50% 30% 43%
At las 5% 4% 4% 4%
Avon 4% 4% 8% 5%
Chellarams Plc: 602 Million
Raleigh 2% 2% 15% 5% Contribution : 91.4 Million
East man 17% 5%
Smugglers 39% 63% 6% 36%
Used 50% 2% 14
Local 20% 1%
-2010
Others
SOM -2009-2010 Market Share 2009-10 13.1%
Chellarams
Used 38.9%
7.5%
Total market : 1200 Million

150,000 units Hamilton/ Deepak
10.2%
Eastman
6.4%
Atlas
3.5%
Raleigh
5.1% Avon
15.4%
Chellarams Atlas Avon Raleigh Eastman Hamilton/ Deepak Used Others
Low
ATB Kids Std Gvty Total
Chellarams 50% 15% 50% 30% 38.9%
Chellarams Plc: 434 Mn
Atlas 3% 4% 4% 3.5% Contribution : 54 Mn
Avon/ Michel/ HI bird/ Ben 10 15% 24% 8% 15.4%
Raleigh 1% 2% 15% 5.1%
Eastman/ Grace / Evermore 3% 2% 17% 6.4%
Hamilton/ Deepak/ Phoenix/ Unistar 8% 18% 6% 10.2%
Used 15% 50% 7.5% 15
Others 5% 35% 20% 13.1%
-2010
Competitors Activities
Name of Competitors Brands Imported Range Strengths Weakness

Wandel Hamilton Std/ MTB / Kids Price No stable price
Deepak Gifts offered wrong product model
Pheniox Credit business
Unistar
Parko Atlas Std/ MTB /Kids Using spare parts channel No focus
Stock availability
Mikky Leady Avon Std/ MTB / Kids Gifts offered No stable price
Michel Increased Range Distribution
Bichen
Hi Bird
Raleigh Raleigh STD / MTB Nigerian Made No focus
Old brand name
GMO Eastman STD / Kids Gifts No much range
Ever More
Grace
16
Bicycle Division
Apr-Dec’09-10: Sales Trend (Qty)

12000
10000
8000
6000
4000
2000
June'0 Sept'0
Apr'09 May'09 July'09 Aug'09 Oct'09 Nov'09 Dec'09 Jan-10 Feb-10 Mar-10
9 9
Actual 3453 3030 2902 3099 2257 3867 3170 2872 3435
Budget 2184 2312 2312 3257 3441 3869 4831 5910 7215 9826.8 9716.4 10127
Actual Budget
• Budget : FY 09-10 : Qty : 65,000

• Expt Figure : FY 09-10: Qty :46,000 17
-2010
Segment Analysis FY/ LY
Apr-Dec'09 Apr-Dec'08 % Growt h

Qty % of Tot al Qt y % of Tot al
Kids 3,736 13% 7,298 19% -49%
ATB/MTB 15,997 57% 17,892 47% -11%
St d 7,972 28% 12,075 32% -34%
Low Gvt y 380 1% 816 2% -53%
Tot al 28,085 38,081 -26%
• Issues of supply from Hero in Kids range

• Sales of Suzuya 24 and 26 was considerably low in Q1 and Q2 affecting
ATB range
• Drop in sales in Std segment in Q1 and Q2
• Self Importation by various companies in Low Gvty
18
-2010
Bicycle : Channel Management
Branch St at es Dist ribut ors Direct dealers Sales Sales/st at e Sales/Count er

Lagos 8 5 2 6,224 778 889
Kano 6 7 5 11,560 1927 963
Aba 4 1 2 3,112 778 1037
PHC 2 2 2 2,966 1483 742
Abuja 11 10 2,347 213 235
I badan 3 2 125 42 63
I lorin 1 3 391 391 130
M' Guri 2 2 0 1,360 680 680
AN 37 15 26 28,085 759 685
19
-2010
SOM 10-11
150,000 units
Std
15%
Kids
38%
MTB
37%
MTB (G)
10%
25
-2010
ISSUE / STRATEGY/ ACTION PLAN
ISSUE STRATEGY ACTION PLAN
Understanding with
Import Price Should Stable Pricing supplier
Price Gifts / promotional scheme From April 10
Incentive scheme for 2010-

Distributors Target based incentive 2011
Introduce range in Kids / ATB/

Multi speed in Suzuya and
Range Oscar brand To be in Q 2
Timely Stock from

Hero Maintain 45 days stock for Hero
Recuirt additonal staff in BCD

Logistics dept staff identified . Feb 10
26
Warehouse Access to Goods
-2010
SOM :2009-10 vs 2010-11
Market Share 2009-10 Others
13.1% Chellarams
Used 38.9%
7.5%
Hamilton/ Deepak
10.2%
Eastman
6.4%
Atlas
3.5%
Raleigh
5.1% Avon
15.4%
Chellarams Atlas Avon Raleigh Eastman Hamilton/ Deepak Used Others
Market Share 2010-11

Others
2010-2011 13.1%
Total market : 1200 Million Used
7.5% Chellarams
150,000 units Hamilton/
47.9%
Deepak
10.2%
Chellarams Plc: 600 Mn Eastman

5.0%
Contribution : 65.32 Mn
Raleigh Atlas
Avon 3.5%
5.1% 7.8% 27
-2010
Bicycle Budget 2010-11
Division Apr09-Mar10 Forecast Budget Apr10-Mar11 Growth
Sales Contr Contr% Sales Contr Contr% Sales Contr
Lagos 119.45 13.08 10.9% 160.68 16.06 10% 34% 22.7%
Kano 164.7 22.54 13.6% 208.73 25.04 12% 26.7% 11%
Aba 47.7 5.06 10.6% 84.52 8.45 10% 77.1% 66.9%
PHC 33.95 4.25 12,5% 28.90 2.89 10% -14.8% -32%
Abuja 29.82 3.03 10.1% 48.99 4.89 10% 64 % 61%
M’ guri 32.3 4.54 14% 54.60 6.55 12% 69% 44%
Ibadan 1.7 0.22 12.9% 3.55 0.35 10% 108% 59%
Ilorin 4.5 0.5 11.1% 9.99 1.09 11% 122% 118%
Total 434.12 53.22 12.25% 600 65.32 10.8% 38.2% 22.7% 28

Fan Division
29
Fan Division Jan
-2010
Sales / Qty / Value (Mn): Budget Vs Actual
Lagos 3,213 12.25 2.64 21.6% 5,713 19.75 3.39 17.2% 10,220 34.7 1.07 3.1% 6,975 22.41 6.52 29.1%
Kano 2,227 7.5 1.63 21.7% 4,227 13 2.18 16.8% 9,490 32.23 0.99 3.1% 5,705 15.46 3.54 22.9%
Aba 1,150 4.17 0.54 12.9% 3,450 10.61 1.18 11.1% 7,300 24.79 0.76 3.1% 3,321 9.93 3.04 30.6%
PHC 476 1.89 0.24 12.7% 976 3.29 0.38 11.6% 6,570 22.31 0.69 3.1% 2,886 9.13 2.96 32.4%
Abuja 4,436 17.56 2.27 12.9% 7,436 25.96 3.11 12.0% 13,870 47.1 1.46 3.1% 7,121 22.27 7.45 33.5%
Onit sha 2,653 11 2.15 19.5% 4,453 16 2.65 16.6% 10,950 37.18 1.15 3.1% 5,210 17.53 6.13 35.0%
M'guir 80 0.32 0.11 34.4% 580 1.72 0.25 14.5% 4,380 14.87 0.46 3.1% 0 0
I badan 1,093 3.8 0.69 18.2% 1,593 5.2 0.83 16.0% 5,110 17.35 0.53 3.1% 2,350 6.85 2.01 29.3%
I lorin 832 3.13 0.69 22.0% 1,632 5.37 0.91 16.9% 5,110 17.35 0.53 3.1% 1,414 4.27 1.12 26.2%
30
AN 16,160 61.62 10.96 17.8% 30,060 100.90 14.88 14.7% 73,000 247.88 7.64 3.1% 34,982 107.85 32.77 30.4%
Fan Division Jan
-2010
Market Highlights
• India ceiling fan market decreasing.

• Binatone introduces China Ceiling fan
• Lower priced china fans gaining market
share
• Usha consistently gaining against
Newclime and Binatone
• Thermocool aggressively entering Indian
market
31
Fan Division Jan
-2010
Ceiling Fan SOM
Market Share (2009-10) Market Share (2008-09)
20% 25%
80% 75%
India Fan China Fan
India Fan China Fan
Total market : 1M units Total market : 0.8 M units

India Ceiling Fans : 0.15 M units India Ceiling Fans : 0.20 M units
China Ceiling fans :0.85 M units China Ceiling fans :0.6 M units
Chellarams Plc: 0.03 M units Chellarams Plc: 0.03 M units
• •
32
Fan Division Jan
-2010
Budget vs Actual 09-10 (Qty)
15500
12500
9500
6500
3500
500
June'0 Sept'0
9 9
Actual 1589 1926 1417 1485 1863 1074 831 2424 3550
Budget 2143 2679 2679 2850 2850 2884 5394 6833 8271 10177 12048 14192
Actual Budget
• Budget : FY 09-10 : Qty : 73,000

Fan Division Jan
-2010
Fans: Elements and Drivers
Market Approach
- China share ever increasing - Regular dealer schemes
- I ndia fans unaffordable - Network gain on MOM basis
- "No gap" trade intimacy
- Dealer meets and community forming
- Ensure P roduct availability in market
Challenges Drivers
- Ever increasing prices - Brand positioning
- Underutilised network - Consistency
- ATL brand visibilit y
- Lower value , Lower total sale value
- Small brand portfolio
34
Fan Division Jan
-2010
Fan sales Trend (Value) (April- Dec )
16.00
14.00
12.00
10.00
Value
8.00
6.00
4.00
2.00
-
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb March
Value 09-10 5.97 7.97 5.81 5.88 7.23 4.32 3.21 8.59 12.69
Value 08-09 7.71 13.23 11.45 13.86 10.24 8.17 8.69 5.55 9.36 8.90 8.08 5.51 35
Month
Fan Division Jan
-2010
Fan sales Trend (QTY) (April- Dec )
5000
4500
4000
3500
3000
Qty
2500
2000
1500
1000
500
0
Qty 2009-10 1589 1926 1417 1485 1863 1074 831 2425 3550
Qty 2008-09 2735 4265 3810 4417 3259 2560 2713 1753 2899 2544 2367 1660
Month
36
Fan Division Jan
-2010
Channel Management
Branch St at es Dist ribut ors Direct dealers April- Dec, sales Sales/st at e Sales/Count er
Lagos 2 4 4 3,799 1900 475
Onit sha 5 3 10 3,022 604 232
Kano 8 4 5 3,354 419 373
Aba 4 3 4 1,574 394 225
PHC 2 2 3 1,314 657 263
Abuja 11 5 20 4,715 429 189
I badan 4 3 10 1,633 408 126
M'guri 2 0 6 80 40 13
I lorin 1 2 6 710 710 89
AN 39 26 68 20,201 518 215
37
Fan Division Jan
-2010
India Ceiling Fan Market Share
Thermocool Mkt. Share 08-09

6% Usha
200,000 units
NIPL 22%
12%
Chellarams Plc : 107 Million
Newclime
34,982 units Binatone 35%
25%
Total market : 500 Million Mkt. Share -09-10
150,000 units Others Usha

12% 20%
Chellarams Plc : 79 Million

21,000 units
Thermocool
26%
Newclime
Binatone 28%
NIPL
8% 6%
38
Fan Division Jan
-2010
India Ceiling Fan – Competition
Brand Mkt. Share P rice points Strengths Weakness

Usha 20% Mid- high Network Availability
Newclime 28% High end Brand Availability
P rice /
Binatone 6% Mid end Brand Availability
NIPL 8% Low end P rice Availability
Thermocool 26% Low end Agression
Others 12% Low end Agression Availability
39
Fan Division Jan
-2010
Competitors activities- India Ceiling fan
• Newclime - 7 % discount - 50 pcs and above

ceiling fan
• Binatone has re-launched
• Binatone - cash policy to credit policy
• Thermocool - Distributing goods on credit.
• Thermocool – A incentive of 0.5% / month
-within 30 days
• Polar - from India under low price segment to
compete with China fans - Priced at N 2,400.
44
Fan Division Jan
-2010
China Fan Business
• Ceiling fan Operating field increased from 20% to 100%

• Entry into standing fan segment :
• Entry into orbit fan segment
• Entry into ceiling fan segment
• Entry into Industrial fan segment
• To Enter Wall fan and Table fan business
• N 200 Mn business for us
45
Fan Division Jan
-2010
China Ceiling Fan Market Share
Mkt. Share -09-10
Binatone
Others 1% ORL
28% 25%
SMC
Lexus 31%
5%
STC
10%
Total market : 1,955 Million Chellarams Plc : 56 Million

850,000 units 22,456 units
Contribution : 4.48 M
46
Fan Division Jan
-2010
China Ceiling Fans : Competition

Brand Mkt. Share Price points Strengths
Binatone 1% Mid- high Brand
ORL 25% Mid end & low end Brand & Price
SMC 31% Mid - High Brand
STC 10% Mid end Price
Lexus 5% Low end Price
Others 28% Low end Price
Intend to encash on the “others” & “ ORL” % of Market

Share with the introduction of Mikasa Ceiling fan to 5 %
by March 2011
47
Fan Division Jan
-2010
China Industrial Fans : Competition

OK 50% Mid- high Brand
Lexus -OX 20% Mid end & low end Brand & Price
Century 10% Low end Price
Binatone 5% Mid High Brand
Total Market Size : 480 Million

Units : 0.06 million units
Chellarams Plc: 41 million
Contribution : 2.05 Million
48
Fans Division
Competitors Activities on Industrial

Fans
• Lexus – OX is currently running promotion
of bulk purchase of all models of Industrial
fans ( 10+1)
• OX is the brand leader and bench marker
for price in the market
49
Fan Division Jan
-2010
Standing Fans : Competition

Domestic standing Fan China Segment -100%
Binatone 22% Mid- high Brand
Fanafrik 35% Mid end Brand
Century 10% Mid end Brand
Q'Link 8% Mid end Price
Total Market Size : 1,500 Million

Units : 0.6 million units
Chellarams Plc: 70 million
Contribution : 5.6 Million
50
Fan Division Jan
-2010
ISSUE / STRATEGY/ ACTION PLAN
ISSUES STRATEGY ACTION PLAN

Low sales for low interest in Sales staff -
Usha turnover - target incentive based on qty
Missing parts -
Chelltek Assembly staff responsible Sticker - date of packing
Contribution of 5 % for
Price - China fan contribution 1st 1000 pcs
Re-packaging of Fans in
Re-packaging in Nigeria Nigeria
Channel
Management Incentive Based on collection target
Brand Awareness Advert Dealer Boards
POP T-shirts - Q 2 51
Fan Division Jan
-2010
Strategic Plan
• Product mgmt.
– Introduce standing fans in Usha Range for Higher end Market?
– Cross engineered value models to be introduced in Mikasa standing fans and China Ceiling
fans
– Local re-packing of all range of fans (?)
– Venture into China fans (?) lower end
• Brand mgmt.
– Radio campaign >> Jingle- Mikasa
– BTL >> car stickers, dealer boards, billboards, display stands
– POP>> T-shirts
• Channel mgmt.
– Regular schemes to be offered to dealers
– Quarterly incentives and annual incentives to be given on target purchase based on collection
turnover
– Regional meets >> Lagos, Kano
– Ensure availability and visibility at customers counters
– Dealer board in Mikasa name to be printed
54
Fan Division Jan
-2010
Re-packing in Nigeria
• Advantages-
– Cost benefit of 10% in price
– Better pricing in the market
– Better contribution
– Local Production factor
• Disadvantages-
– Quality of packing
– Timely Availability
– Current system of operation
– Man Management
55
Fan Division Jan
-2010
Requirement
• Separate allocated space for unassembled
fans
• Man power to monitor
• Inspection
56
Fan Division Jan
-2010
Fan Budget 2010-11
Branch Apr09- March 10 Forecast Budget Apr10- March 11 Growth
Contri Contri Contri Contri

Sales (Mn) (%) Sales (Mn) (%) Sales Contri
Lagos 19.75 3.39 17.2% 47.24 4.31 9.1% 139% 27%
Kano 13 2.18 16.8% 45.21 4.17 9.2% 248% 91%
Aba 10.61 1.18 11.1% 41.08 3.48 8.5% 287% 195%
PHC 3.29 0.38 11.6% 15.56 1.46 9.4% 373% 284%
Abuja 25.96 3.11 12.0% 46.26 4.27 9.2% 78% 37%
Onit sha 16 2.65 16.6% 47.61 4.33 9.1% 198% 63%
M'guir 1.72 0.25 14.5% 20.65 1.88 9.1% 1101% 652%
I badan 5.2 0.83 16.0% 19.89 1.77 8.9% 283% 113%
I lorin 5.37 0.91 16.9% 20.59 1.84 8.9% 283% 102%
AN 101 14.88 14.7% 304 27.51 9.0% 201% 85%
57
Generator Division Jan
-2010
Generator
58
-2010
Sales / Qty / Value / Contribution: Budget vs Actual
Lagos 4,495 85.11 3.95 4.6% 5,395 108.06 4.86 4.5% 7,900 139.3 6.36 4.6% 8,420 174.06 32.04 18.4%
Kano 4,178 74.01 2.76 3.7% 5,178 93.96 3.55 3.8% 4,740 85.2 3.81 4.5% 4,838 93.80 11.92 12.7%
Aba 5,082 92.58 3.53 3.8% 5,682 117.48 4.52 3.8% 13,430 241.3 10.81 4.5% 7,981 138.86 16.77 12.1%
PHC 1,093 21.97 1.24 5.6% 1,243 27.97 1.48 5.3% 5,530 99.3 4.45 4.5% 1,945 43.25 6.12 14.2%
Abuja 6,150 97.83 5.51 5.6% 7,350 124.23 6.56 5.3% 9,480 170.3 7.63 4.5% 2,239 43.75 5.22 11.9%
Onit sha 6,366 111.36 3.85 3.5% 7,566 141.36 5.05 3.6% 18,960 340.6 15.26 4.5% 11,526 210.50 26.48 12.6%
M'guir 95 1.13 0.02 1.8% 245 2.55 0.07 2.7% 8,690 156.1 6.99 4.5% 0 0.00
I badan 2,631 38.83 0.65 1.7% 3,131 49.33 1.07 2.2% 5,530 97.5 4.45 4.6% 2,921 51.78 7.94 15.3%
I lorin 1,534 32.95 2.66 8.1% 2,134 41.95 3.02 7.2% 4,740 85.2 6.99 8.2% 2,266 49.72 8.32 16.7%
59
AN 31,624 555.77 24.17 4.3% 37,924 706.89 30.18 4.3% 79,000 1,414.80 66.75 4.7% 42,136 805.72 114.81 14.2%
-2010
Generator Market
• See-saw ride
• Small importers importing goods directly from factories in
china .
• Suppliers are not transparent
• Issues with Jinling
• Prices crashing due to over supply in market in Q3
• Slowdown factors
– Cash crunch
– Nepa
– Jinling oversupply
• Result >> Price pressure and Credit
60
-2010
Apr-Dec’09-10: Sales Trend (Qty)
15,500
12,500
9,500
6,500
3,500
500
June'0 Sept'0
9 9
Actual 5,765 4,322 4,187 3,708 3,125 3,355 1,955 2,293 2,914
Budget 4219 4219 3516 3247 3144 3934 6304 9074 9535 13234 13937 14640
Actual Budget
• Budget : FY 09-10 : Qty : 89,000

-2010
Generator sales Trend (Value) (April- Dec )
120.00
100.00
80.00
Value
60.00
40.00
20.00
0.00
Marc
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
h
Value 09-10 103.6 88.33 85.70 66.04 42.43 50.73 36.61 37.41 44.96
Value 08-09 83.23 57.04 61.03 89.23 27.77 56.50 55.88 58.23 113.2 61.8 66.5 75.2
Month
62
-2010
Generator sales Trend (Qty) (April- Dec )
8,000
7,000
6,000
5,000
Qty
4,000
3,000
2,000
1,000
0
Qty 2009-10 5,765 4,322 4,187 3,708 3,125 3,355 1,955 2,293 2,914
Qty 2008-09 3,909 2,056 3,334 3,510 896 2,975 3,152 3,957 6,979 3,199 2,955 5,214
• Commodity market
Month
• Lower sales due to price fall 63

-2010
SOM : 2009- 10
Birla
Tigmax 2% Others Tiger
5% 10% 25%
Imex
Simba 2%
2%
Elepaq
Jinling
7%
8%
Tiger TM
Elemax
Sumec 10%
9%
20%
Total market : 27,000 Million Jinling : 1,020 Million Chellarams Plc : 706 Million
1.6 million 100,000 million units 37,000 units
Contribution of 30 M
64
-2010
Generator: Elements and Drivers

Market Approach
- H ighly dynamic and unorganised - St able net work promise
- Too many brands in every segment - All cash
- P rices t o comensurat e wit h specs and brand - Ensure P resence in market
- Tiger (2 models): Branded commodit y - Wit hst and pressure
- Frequent overst ock and underpricing sit uat ion - H igher cont ribut ion t hru direct dealers, ret ail et c.
Challenges Drivers
- Exclusivit y - Supplier relat ions
- Brand st able - P roduct development
- Service - Cont ribut ion focus
- H igh value st ock mismat ch
65
-2010
Issues at Hand
• Fake Jinling
• Clarity and transparency from Jinling
• Price Crash in Nov and Dec 09
• Demand supply co-relation and contribution strategy
• Mikasa Generator ?
• NEPA situation in 2010-11 ?
66
-2010
SOM : 2010- 11
Birla
Tigmax 3%
5% Others Tiger
6% 25%
Imex
Simba 2%
3%
Elepaq
7%
Jinling
10%
Elemax
Tiger TM
9% Sumec
10%
20%
Total market : 37,000 Million Jinling : 1,200 Million Naira Chellarams Plc : 647 Million
1.8 million units 120,000 million units 43,000 units
Contribution of 42 M
67
-2010
Strategic Plan
• Product mgmt.
– Introduce Mikasa Generators ?
– Modifications to suit customer needs( design)
– Generators >> spares and service set up?
– Maintain purchase based on market trend from Jinling till
Mikasa is launched ?
• Brand mgmt.
– POS (T-Shirts, Caps ) >> Jinling
• Channel mgmt.
– Direct dealer network nationwide
– Van sales for upcountry?
68
-2010
Generator : Budget 2010-11

Lagos 108.06 4.86 4.5% 107.38 6.56 6.1% -1% 35%
Kano 93.96 3.55 3.8% 89.11 5.36 6.0% -5% 51%
Aba 117.48 4.52 3.8% 109.27 6.76 6.2% -7% 50%
PHC 27.97 1.48 5.3% 17.64 1.09 6.2% -37% -26%
Abuja 124.23 6.56 5.3% 107.06 6.83 6.4% -14% 4%
Onit sha 141.36 5.05 3.6% 108.42 6.58 6.1% -23% 30%
M'guir 2.55 0.07 2.7% 21.73 1.24 5.7% 752% 1671%
I badan 49.33 1.07 2.2% 38.75 2.33 6.0% -21% 118%
I lorin 41.95 3.02 7.2% 48.28 3.31 6.9% 15% 10%
AN 706.9 30.18 4.3% 647.6 40.06 6.2% -8% 33%
• Restriction on Jinling importers

• Mikasa Generator?
• Consistent imports
• Aggressive pricing 69
GX and WP Division Jan
-2010
Water Pumps
70
-2010
Sales / Qty / Value / Contribution FY vs LY
Lagos 1,120 15.34 1.58 10.3% 1,720 22.09 1.85 8.4% 1,000 12 0.48 4.0%
Kano 321 4.58 0.39 8.5% 621 8.68 0.56 6.5% 600 7.5 0.31 4.1%
Aba 144 2.34 0.35 15.0% 444 6.44 0.52 8.1% 1,700 21.3 0.89 4.2%
PHC 0 0 0 0.0% 50 0.63 0.02 3.2% 700 8.3 0.37 4.5%
Abuja 692 10.66 1.23 11.5% 1,392 20.66 1.63 7.9% 1,200 15 0.63 4.2%
Onit sha 327 5.41 0.78 14.4% 577 9.21 0.93 10.1% 2,400 30 1.26 4.2%
M'guir 35 0.52 0.02 3.8% 185 2.72 0.13 4.8% 1,100 13.8 0.58 4.2%
I badan 409 6.05 0.74 12.2% 709 10.25 0.91 8.9% 700 8.4 0.35 4.2%
I lorin 139 1.89 0.21 11.1% 339 4.69 0.29 6.2% 600 7.5 0.31 4.1%
AN 3,187 46.79 5.30 11.3% 6,037 85.37 6.84 8.0% 10,000 123.80 5.18 4.2% 0 0.00 0.00 0.0%
• Cash Crunch
• Drop in prices 71
-2010
Multipurpose Engine and Water Pump Market
• Introduced in Q2 – 2009-2010
• Small importers importing goods directly from factories
in china .
• Inferior quality being branded in market
• Prices crashing due to over supply in market in Q3
• Slowdown factors
– Cash crunch
– Result >> Price pressure and Credit
72
-2010
SOM and Competition

Others
19%
PM&T
43%
Tigmax
19%
Yoshita
19%
Total market : 2,400 Million Tigmax : 456 Million Naira Chellarams Plc : 84 Million
0.16 million units 30,000 million units 6,030 units
Contribution of 6.84 M
73
-2010
Budget Vs Actual :Apr-Dec’09-10: (Qty)
2,500
2,000
1,500
1,000
500
0
Apr'09 May'09 June'0 July'09 Aug'09 Sept'0 Oct'09 Nov'09 Dec'09 Jan-10 Feb-10 Mar-10
Actual 46 1,330 604 138 457 612

Budget 0 0 0 0 600 600 600 1000 1200 2000 2000 2000
Actual Budget
• Budget : FY 09-10 : Qty : 10,000

-2010
GX and WP sales Trend (Value- Mn ) (April- Dec )
25.00
20.00
15.00
Value
10.00
5.00
0.00
Marc
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
h
Value 09-10 0.78 20.96 8.74 2.17 5.95 8.19
Value 08-09
Month
75
-2010
GX & WP sales Trend (QTY) (April- Dec )
1,400
1,200
1,000
800
Qty
600
400
200
0
Qty 2009-10 46 1,330 604 138 457 612
Qty 2008-09
Month
• Commodity market
76
• Lower sales due to price fall
-2010
Engine and Water Pump: Elements and Drivers
Market Approach
- Highly dynamic and unorganised - Stable network promise
- P rices to comensurate with specs and brand - All cash
- Branded commodity - Ensure P resence in market
- Frequent overstock and underpricing situation - Withstand pressure
- Higher contribution thru direct dealers, retail etc.
Challenges Drivers
- Exclusivity - Supplier relations
- Brand stable - P roduct development
-I mitations by local importers - Contribution focus
- P rice - low end user
77
-2010
Competition
Strength Weakness
PM & T Brand Name
Market Leader
Yoshita Brand Name Stock Availaibiltiy
Price Network
Tigmax Brand Name Price
78
-2010
Issues at Hand
• Fake Engines
• Price Crash in Nov and Dec 09
• Demand supply co-relation and contribution strategy
79
-2010
Strategic Plan
• Product mgmt.
– Order less to be 75 % : 25 % - Mikasa
– Modifications to suit customer needs( design)-Oil Alert
– Maintain purchase based on market trend of Tigmax till
Mikasa is fully accepted
• Brand mgmt.
– POS (T-Shirts, Caps ) >> Mikasa
• Channel mgmt.
– Direct dealer network nationwide
– Van sales for upcountry?
80
-2010
GX and WP: Budget 2010-11

Lagos 22.09 1.85 8.4% 21.58 1.34 6.2% -2% -28%
Kano 8.68 0.56 6.5% 14.42 0.99 6.9% 66% 77%
Aba 6.44 0.52 8.1% 11.5 0.89 7.7% 79% 71%
PHC 0.63 0.02 3.2% 2.59 0.16 6.2% 311% 700%
Abuja 20.66 1.63 7.9% 22.69 1.7 7.5% 10% 4%
Onit sha 9.21 0.93 10.1% 22.69 1.7 7.5% 146% 83%
M'guir 2.72 0.13 4.8% 8.65 0.69 8.0% 218% 431%
I badan 10.25 0.91 8.9% 6.61 0.44 6.7% -36% -52%
I lorin 4.69 0.29 6.2% 5.29 0.4 7.6% 13% 38%
AN 85.4 6.84 8.0% 116.0 8.31 7.2% 36% 21%
• Consistent imports
• Aggressive pricing 81
BCD Division Jan
-2010
Van Sales update
Van Sales accounts Cr limit Van Sales accounts Cr limit

Sno Old Amount Monthly sales New Amount No of Customers Monthly sales
Van sales – Felix
1 Ajonu 1.5 1.31 1.5 10 1.32
Mr. Clement –
2 Onitsha 3 1.4 3 14 0.83
Mr. Micheal Okoh-
3 abuja 3 2.65 1.5 20 2.85
Mr. Ojo Babatunde-
4 Abuja 3 5.52 3 38 5.63
Mr. William David –
5 Onitsha New account 1.5 10 0.48
Mr. Jonathan
6 Oneyeke – Kano 3 1.5 18 3.7
Mr. Orlando Onyeke
7 kano 3 2.23 - - - -
Mr. Andrew George-
8 Kano 3 2.7 - - - -
9 Mr. Festus – Kano 5 1.6 - - - -
10 Mr. Emmanuel- Kano 3 - 3 15 2.94
11 Mr. Adewale – ibadan 3 2.82 1.5 8 0.63
12 Mr. Alabi – abuja 1.5 1.17 1.5 15 1.37 82

Total 21.4 148 19.75
BCD Division Jan
-2010
Business Model (2009-2010)
• Focus on Cash Business

• Expansion to interior market through van
sales ?
• Focus on ensuring availability of products
• Focus on self owned brands
83
BCD Division Jan
-2010
Business Model (2010-2011)
• Focus on Cash Business

• Calculated risk in India ceiling fan business at
major towns
• Focus on ensuring availability of products at
retail counter
• Focus on retail market.
• Incentive to dealers based on target.
• Focus on self owned brands
• Van sales ? Need to have entry of customers in
ERP
• Increase Dealer network 84
BCD Division Jan
-2010
New Model for Van sales
• Van Sales Credit account in confirmed staff’s name only. Incase if

not confirmed HR to confirm all documents have been validated and
guarantors are in place.
• Goods are released for van sales on Invoices / GTN on a trip to trip
basis. Credit limit for the same to be decided on staff to staff basis.
• The sales staff to release goods to dealers on manual invoice.
Receipt to be issued to dealer for payment received.
• No driver will be attached to the van sales if pick-up is being used –
Van Sales executive will drive himself / herself. Driver will only be
provided for Canter loads of Van Sales.
• Credit days to be max of 1day
• Credit limit not to exceed N 1.5mn for Pick-up and N 3.5mn for
Canter. Appropriate Insurance cover to be taken.
• When the Executive is on the route, everyday, before close of
banking hours, cash on hand will be deposited into the nearest Bank
and the teller details to be text to the accountant and Branch Head /
Regional Manager, who will in the meantime process the
confirmation. Original teller will be brought in as soon as the
executive comes back to his station.
85
BCD Division Jan
-2010
• When the sales staff returns with the goods, store keeper to
receive goods in the presence of sales personal and prepare
final statement with three columns. Goods invoiced to sales
person, goods returned by sales person, difference.
• Sales Admin to enter all the manual invoices into respective
dealer account to create history.
• Accounts to prepare statement with following column. Goods
issued to sales personal, goods sold to dealer in the particular
trip, difference in goods.
• Statement to be given to auditors by accounts and store keeper
for comparison. If any goods is found to be short, the value of the
same to be debited to the account of the concerned sales staff.
• New invoice will be raised towards the van sales in the name of a
particular executive only if his account is Zero. This has to be
monitored by the Branch Manager.
• RM to send statement of accounts to each dealer at the end of
every month for confirmation of transaction. Signed copy to be
maintained by auditors and same to be reported to HO by 15th of
next month. :
86
BCD Division Jan
-2010
Man Power Management
Requirement
Consumer Durable -
1 Lagos Generator/ Pumps
2 Lagos Institution sales
Data Entry and follow up
actions on logistics and
3 Lagos other paper work
4 Lagos Bicycle
5 PHC Consumer Durable
6 Onitsha Consumer Durable Replacement
Bicycle / Consumer
7 Maiduguri Durable
Total Current Staff 17

Replacement 1
Vacancy 7
87
Total Staff Strength 23
BCD Division Jan
-2010
BCD Budget 2010-11
Division Apr09- March 10 Forecast Budget Apr10- March 11 Growth

Contri Contri Contri
Sales Contri (Mn) (%) Sales (Mn) (%) Sales Contri
Bicycle 434.1 53.22 12.3% 600.0 65.32 10.9% 38% 23%
Fans 100.90 14.88 14.7% 304.1 27.5 9.0% 201% 85%
Generat ors 706.9 30.2 4.3% 647.6 40.1 6.2% -8% 33%
Wat er
pumps 85.4 6.8 8.0% 116.0 8.3 7.2% 36% 21%
AN 1,327.3 105.12 7.9% 1,667.7 141.20 8.5% 26% 34%
88
BCD Division Jan
-2010
BCD Budget 2010-11

Contri Contri Contri
Sales Contri (Mn) (%) Sales (Mn) (%) Sales Contri
Lagos 269.35 23.18 8.6% 336.88 28.27 8.4% 25% 22%
Kano 280.34 28.83 10.3% 357.47 35.56 9.9% 28% 23%
Aba 182.23 11.28 6.2% 246.37 19.58 7.9% 35% 74%
PHC 65.84 6.13 9.3% 64.69 5.6 8.7% -2% -9%
Abuja 200.67 14.33 7.1% 225 17.69 7.9% 12% 23%
Onit sha 166.57 8.63 5.2% 178.72 12.61 7.1% 7% 46%
M'guir 39.29 4.99 12.7% 105.63 10.36 9.8% 169% 108%
I badan 66.48 3.03 4.6% 68.8 4.89 7.1% 3% 61%
I lorin 56.51 4.72 8.4% 84.15 6.64 7.9% 49% 41%
AN 1,327.3 105.12 7.9% 1,667.7 141.20 8.5% 26% 34%
89
Thank You
90

Budget Jan 09 - 2010-2011-Final1

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BCD Division Jan

• BCD Division Highlights

BCD Department Performance –Division Wise

Till Jan‘10 Estimated 2009-10 Budget 2009-10 Actual 2008-09

Contr Contr Cont Contr Contr

BCD Department Performance- Branch wise

Inv days 46 65 44 40 22 98 124 173 110 68

Inventory value 11.23 46.42 49.24 106.89

2 Mr. Victor Lagos CD- FANS 3Y 3M C LAGOS 16.56 5.52 8

Division Credit Cash Credit Cash Total Sales Val

Consumer Dealers 32 140 220.68 317.65 538.33

• Credit Sales includes –

• More competition, less demand in Std cycles

SOM 08-09 SOM 09-10

MTB (G) MTB

Total market : 200,000 units Total market : 150,000 units

Chellarams Atlas Avon Raleigh Eastman Smugglers Used Local

ATB Kids St d Low Gvt y Tot al

Total market : 1200 Million

Chellarams Atlas Avon Raleigh Eastman Hamilton/ Deepak Used Others

Name of Competitors Brands Imported Range Strengths Weakness

Apr-Dec’09-10: Sales Trend (Qty)

• Budget : FY 09-10 : Qty : 65,000

Apr-Dec'09 Apr-Dec'08 % Growt h

• Issues of supply from Hero in Kids range

Branch St at es Dist ribut ors Direct dealers Sales Sales/st at e Sales/Count er

Price Gifts / promotional scheme From April 10

Incentive scheme for 2010-

Introduce range in Kids / ATB/

Timely Stock from

Recuirt additonal staff in BCD

Chellarams Atlas Avon Raleigh Eastman Hamilton/ Deepak Used Others

Market Share 2010-11

Chellarams Plc: 600 Mn Eastman

Bicycle Budget 2010-11

Division Apr09-Mar10 Forecast Budget Apr10-Mar11 Growth

Sales Contr Contr% Sales Contr Contr% Sales Contr

Lagos 119.45 13.08 10.9% 160.68 16.06 10% 34% 22.7%

Kano 164.7 22.54 13.6% 208.73 25.04 12% 26.7% 11%

Aba 47.7 5.06 10.6% 84.52 8.45 10% 77.1% 66.9%

PHC 33.95 4.25 12,5% 28.90 2.89 10% -14.8% -32%

Abuja 29.82 3.03 10.1% 48.99 4.89 10% 64 % 61%

M’ guri 32.3 4.54 14% 54.60 6.55 12% 69% 44%

Ibadan 1.7 0.22 12.9% 3.55 0.35 10% 108% 59%

Ilorin 4.5 0.5 11.1% 9.99 1.09 11% 122% 118%

Total 434.12 53.22 12.25% 600 65.32 10.8% 38.2% 22.7% 28

• India ceiling fan market decreasing.

Ceiling Fan SOM

Market Share (2009-10) Market Share (2008-09)

Total market : 1M units Total market : 0.8 M units

• Budget : FY 09-10 : Qty : 73,000

Thermocool Mkt. Share 08-09

Total market : 500 Million Mkt. Share -09-10

150,000 units Others Usha

Chellarams Plc : 79 Million

Brand Mkt. Share P rice points Strengths Weakness

Competitors activities- India Ceiling fan

• Newclime - 7 % discount - 50 pcs and above

China Fan Business

• Ceiling fan Operating field increased from 20% to 100%

Mkt. Share -09-10

Total market : 1,955 Million Chellarams Plc : 56 Million

China Ceiling Fans : Competition