Name: Anshul Kumar

Enrollment: 2001160700022
Batch: MBA2020-2022

Presenting:
A study on Consumer Perception and Brand
Promotion of Hitachi
About the AC Industry
The Indian AC industry is sized at INR 180–200 billion. According to Tech
Scientific data, it is projected to grow at a CAGR of more than 17%, to surpass $ 11
billion by 2023. However, the air conditioning and cooling products market was
adversely affected in the first half of last year due to the nation-wide lockdown, with
sales coming to a grinding halt during the category’s peak season. AC is a highly
seasonal sales product and it sees its peak during the March-June period.
he air conditioning (AC) industry is expected to witness huge growth due to the
soaring temperature and humidity levels across the world, along with the rising
acceptance of air conditioners as a utility product rather than a luxury product. The
emergence of technologically advanced air conditioners, such as air conditioners
with inverter and air purification technologies, is further anticipated to positively
influence the air conditioner market through the forecast period.

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About Hitachi
Hitachi, Ltd. is a Japanese multinational conglomerate corporation headquartered in Tokyo,
Japan. It is the parent company of the Hitachi Group. As of 2020, Hitachi conducts business
ranging from IT, including AI, the Internet of Things, and big data, to infrastructure.
Hitachi was founded in 1910 by electrical engineer “Namihei Odaira” in “Ibaraki
Prefecture”. The company's first product was Japan's first 4-kilowatt (5 HP) induction
motor, initially developed for use in copper mining
Hitachi started its business in India in the 1930's.
With 12.5 % market share of the Rs 16,000-crore market in value, Hitachi is the fourth
largest player after Blue Star, Voltas and Daikin overall, and the third largest in window &
split segment, he claimed AC market as of FY2020.
TOKYO, Oct. 1, 2015, Through the agreement, Johnson Controls has acquired a 60 percent
ownership stake of the new entity, which has more than ¥350 billion in sales annually
(approximately $2.8 billion). Hitachi Appliances retains ownership of the remaining 40
percent of the company.

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SWOT analysis of the Hitachi
SWOT:
Advancement record
Although the vast majority of the innovation's members are endeavoring to improve, Hitachi has
accomplished a fruitful reputation in purchaser driven development.
Expanded income models
For a long time, Hitachi has been associated with an assortment of organizations outside the
innovation area. This empowered the organization to build up a broadened income source past the
innovation and PC peripherals.
First Mover Advantage
A first-mover advantage in an undeniably packed market. New items are quickly expanding
Hitachi's piece of the overall industry in the PC peripherals industry
Market Leadership
Hitachi has a solid market administration position in the PC peripherals industry. It helps the
organization rapidly extend the achievement of new items
SWOT analysis of the Hitachi
Weakness:
Extra expenses of structure new supply chains and coordination’s systems
Web and computerized reasoning have significantly changed the plan of action of the innovation
business, and given the diminishing significance of vendor systems, Hitachi must form another
solid store network arrange. This can be over the top expensive.
Hitachi's unit income decay
The aggressiveness of the modern name industry is putting descending weight on benefit. An early
on manual for overseeing organization names in this circumstance is - unbiasedly evaluating the
incentive of different items.
Specialty markets and nearby imposing business models
With Niche markets and nearby organizations, organizations like Hitachi can utilize are quickly
vanishing. The client system propelled by Hitachi demonstrated to deteriorate.
Low devotion among providers
Given Hitachi's history of acquainting new developments with
Higher Turnover rate of lower workers
SWOT analysis of the Hitachi
Opportunities:
The pattern of clients moving to higher-finished results
This gives an enormous chance to Hitachi, in light of the fact that the organization has solid brand
acknowledgment in the top of the line market, and clients have the experience of Hitachi brand's
fantastic client administration in the low-end advertise. This might be success win for the
organization and offers chances to build gainfulness.
Lower expansion rate
Low expansion rate prompts more market solidness and lower loan costs for Hitachi clients. This
will expand the utilization of Hitachi items.
Hitachi must not just cautiously screen the more extensive patterns in the PC peripherals industry,
yet in addition screen the more extensive innovation part more comprehensively.
Increment client base in lower market portions
As clients must move from chaotic administrators in the innovation business to authorized
administrators. It will give Hitachi a chance to enter the section level market through
straightforward items.
SWOT analysis of the Hitachi
Threats:
Contenders make up for lost time with item improvement
Although Hitachi is yet an innovator in item advancement in the field of PC peripherals. It faces
genuine difficulties from global and neighborhood contenders.
Urban market immersion and rustic market stagnation
For Hitachi, this pattern is a proceeding with test in the field of PC peripherals. One reason is the
moderate selection of items in provincial markets. Second, because of the long separation and
absence of framework, Hitachi's expense of serving country clients is higher than that of urban
clients.
Doubt of Hitachi foundations and expanding danger of lawful activity
Because of the trouble of actualizing WTO guidelines and laws in different markets. Lawful
techniques become costly and tedious. This may result in an abatement in Hitachi's interest in
developing markets, which will prompt a log jam in development.
Tasks undertaken by the student
in the company
• “Reliance Digital” was provided to me for promoting Hitachi Brand.
• I was Brand Promoter from Company in Reliance Digital.
• I have to mark attendance on daily basis on Hitachi online portal
• I was in AC Department
• I Pitch customer for Hitachi AC, I ask for Customer requirement and shows AC
to them and sell to customer.
• I had to report to my TL about customer behavior and selling on daily basis.
• After sales I had to update sales record in Hitachi Mobile Application.
• I have to inform to Reliance DM and TL for new offers from Hitachi and collect
sales report and send them to Hitachi TL.

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Introduction of topic/ Background of the
Research problem
Consumer behavior is driven by more than logic. The perceptions consumers have of
your brand, its products or services, and its values can have a serious impact on how
they interact with you and how they buy. In fact, fostering positive perceptions can
help you build a “sustainable, loyal, and growing customer base,”
In marketing, ‘consumer perception’ refers to consumers’ awareness, their
impressions, and their opinions about your business, products, and brand. Consumer
perception is shaped by multiple variables, including direct and indirect interactions
with your offerings.
In this Project we will study what is impacting on consumer perception from brand
promotion of Hitachi
Objectives of Research Project

The major objective of this study is to:

• To increase the sales of Hitachi air conditioners
• To facilitate working of Distributor Salesmen
• To identify the potential and most effective ways of promoting Hitachi AC in
this market
• To study the awareness level of consumer perception and the strength of brand
promotion
• To conduct a comparative analyses of Hitachi AC with its competitors and
identify the areas where Hitachi ac stand out and have an edge over their
competitors
Data Analysis
Data Analysis
Data Analysis
Findings
• After interacting with customers, it can be analyse that though Hitachi has improved in
certain areas, like distribution network and after sales services still a lot of work needs to
be done.
• The major findings that emerged from the analysis were that Hitachi ranked second in
brand preference in case of air conditioners but ranks lower in after sales service, ordering.
• According to study, I found that customer are very much aware from HITACHI brand.
• Most of the customers who prefer Hitachi, they are mostly premium customers.
• In Home appliances, Company service is the most important thing, because most of the
customers look for after sales services.
• Customers prefer Hitachi as a brand because Hitachi gives some adding features compare
to its competitors.
• Retailers as well as customer were also not satisfied with the sales force of Hitachi

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Conclusion
• On a concluding note, it is clear that Hitachi is a market leader and it is continuously
growing business.
• A push on the marketing portion is required to fill in the Data Analysiss between company
and potential buyers.
• Right form of advertising and promoting the product can help generating higher revenues.
• Based on above findings it can be conclude that Hitachi has improved in brand awareness
among retailers and customers but it is yet to surpass Voltas in the competitive market.
• Also sales team visits, ordering and after sales are a matter of concern that can cause great
loss to the company in future, if not corrected. The actions recommended broadly include
strengthening distribution network. Improving incentives to sales forces and strengthening
retail network of Hitachi.
• If Hitachi improves the services & incentive scheme for dealers, then there are good
chances of a grand success, as the Indian air conditioner market is growing very fast.

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Thanks

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Likely implications of research for
the company

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How will the project add value to
the company?

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Research Methodology/Tools
Review of Literature and Research Gap