NASA space shuttle and Mars Lander

AOL/Time Warner Building, New York City

World's largest hydroelectric plant located between Brazil and Paraguay

©2009 Cooper Bussmann India Pvt. Ltd.All rights Reserved.

INDUSTRIAL FUSE PRODUCT PROMOTION

BySIVAGURU.MMBA (2008-10)DMS-Pondicherry university

INTRODUCTION

Topic: INDUSTRIAL FUSE PRODUCT PROMOTION

Category: LV, MV, High speed, Electronic, Telecomm fuses.

Company: COOPER BUSSMANN INDIA PVT. LTD, Pondicherry

Internal Guide: Dr. S VICTOR ANANDKUMAR

Associate professor, DMS, Pondicherry University

External guide: Mr. N V SHIVASHANKAR

General Manager

India-sales, Cooper Bussmann India Pvt. Ltd.

INDUSTRY PROFILE

 

• The demand for fuses is dependent on electric power generation,

industrial machinery, electrical and electronic industries, automotive,

transportation industries

• Demand for industrial fuses until 2005 was $5.4Billion.

• Later it came down as $4.9B after 2005.

• Demand for industrial fuses across the globe is forecasted to grow in

excess of three percent annually through 2011 to

more than $ 7.3 billion (IEEE, 2007).

DEMAND BY COUNTRIES

• US industrial fuse demand will grow 3.7 percent per year through 2011.

The players are in these industries including

 

• The European fuse market was forecasted to grow from around Euro 160

million in 2007 by an average annual rate of 5.4% (directindustry.com). This

market continues to compete with circuit breakers.

• A part from that two major market we have the booming market in the

china, India, Germany and hungery where industrialization is growing than

ever. This market is expected to grow 4.8% .

COMPANY PROFILE

Pondicherry plant

Cooper Bussmann - a global company

• Established in 1980’s

• Head quarters: st. Louis, Missouri US and Burton UK • A diversified world-wide manufacturer

• International standards BS, IEC, VDE, UL

WORLD WIDE PRESENCE

Pondicherry plant

Singapore plant

California, Texas(US) plant

Brazil plant

South Korea plant

GLOBAL APPLICATIONS AND PRODUCTS

75000 types for wide range of applications

1. Low voltage fuse links & accessories

2. Medium voltage fuses

3. High speed fuses

4. Electronic fuses

5. Telecommunication fuses

PROJECT DEFINITION

Industrial fuse market dominated by cooper Bussmann

Industrialization and globalization

Huge industrial presence in the growing economy

Raising electrical power demand

Need of protecting high valuable electrical applications

Lack of demand for industrial fuses

Competitors sensed the market demand

need of upgrading the products and services to face competition

Bussmann penetration level is slow in terms of sensing the market

requirement

Conti…….

So what can be done …….

Cooper Bussmann as an industrial fuse industry market leader they

have to look externally to

understand customers requirement

market trends

and competitors

Up grading the product in terms of technology and in terms of service

Company should be ready to invest in the Research and Development

activities

RESEARCH METHODOLOGY

Type of research: Descriptive

Method: survey

Instruments: questionnaire

Type of data:

Primary data

Secondary data

Company website

IEEE, IEC(for reference)

SAMPLING

Size: 40 responses

Sampling units: OEMs, control panel manufacturers, Atomic power plants,

Techniques: judgmental analysis, percentage analysis, SPSS.

Scaling technique: likert 5-point scale

Scale Poor bad accepted

good excellent

Ratings 1 2 3 4 5

FINDINGS1. QUALITY

Inference:In the analysis conducted, there is no quality improvement in last 5 years.

Inference:In the analysis, we found that customer’s are facing seriouslabeling problem

Cont…….

LOW VOLTAGE

Inference:From the research conducted, there is a huge market for 690v NH fuses

High speed

Inference:In the research conducted, found that high speed fuses fails to protecting the motors at HP power supply

ELECTRONIC

Inference:From the clients point of view, glass body can make them comfortable while using the super caps, inductors etc.

SALES

Inference:In the research conducted, there is a shortage of sales force

HYPOTHESIS TEST 1

Power conduction vs. circuit protection

Power conduction in PCB and circuit protection are dependant

CHI-SQUARE TEST

Value Df Asymp. Sig. (2-sided)

Pearson Chi-Square 28.649a 16 .026

Likelihood Ratio 28.720 16 .026

Linear-by-Linear Association .453 1 .501

N of Valid Cases 40

a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .05.

Inference:The value of the chi-square is .026 which is less than .05 and so the hypothesis is accepted and there is a relation exits. If there is proper power conduction the circuit protection will be in a proper manner

HYPOTHESIS TESTS 2

CHI-SQUARE TEST

Sales engineer visits vs. effective order process

No of visits made by sales engineer and quick order processing are dependent.

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 30.098a 16 .018

Likelihood Ratio 28.194 16 .030

Linear-by-Linear Association

13.850 1 .000

N of Valid Cases 40

a. 24 cells (96.0%) have expected count less than 5. The minimum expected count is .30.

Inference:The value of the chi-square test .018 which is less than .05 so the hypothesis is accepted and the relation is exists. If there is a sales engineer visit is above 2 times in a month then order processing will be more efficient

INTERPRETATION

Company has got huge market opportunities although they couldn't

satisfy the customers exact requirement

GE, Siemens, L&T, SIBA, Schneider are big competitors who are trying

to compete with the company

Customers are facing the very big labeling problem

Order processing is taking lot of timings

Order delivery is always late so clients couldn't get materials on time

fuses are not suitable for the local applications such as electrical board

of various states of India

There is a huge demand for 690v NH fuses which is newly launched

product of Pondicherry plant

Companies like wind mill manufacturers wanted the Special type of

fuses for their special application suitability

There is no proper web source to get the details regarding fuses and its

features

Conti…………..

RECOMMENDATIONS

Convenience promotion

Glass body fuses

Bolt type fuse fittings

Backup current limiting fuses

Shock proof fuses for railways and shipping

Performance promotion

Suitability for both air and oil applications

AC and DC suitability

Solder alloy has to be applied in the fuse element for the purpose of low

current melting

RECOMMENDATIONS

Pleasure promotion

Enrichment of customer service team

Sales force has to be increased

Lead time has to be decreased while importing the materials from USA

Standard promotion

ISI certification

PROJECT IMPLICATIONS ON BUSINESS MODEL

Value assessme

ntResearch

Promotion criteria

Implementation

Existing product

Gaps in user value

Promoted product

LIMITATIONS

Feedback was collected from south east and south west regions of India on

which research has been conducted.

Examined applications:

Wind mill manufacturers

Control panel manufacturers

OEMs

Short span of time(40 days)

Sample size was also 40

 This study is may not be generalizable to all regions as well as all types of applications

CONCLUSION

Project has explored the various opportunities in the market for Cooper

Bussmann

They have to sense the both technological changes

and economical changes

Maintenance of unique and improved quality is important

Project has established relation between existing fuses to upgraded fuses

Rich investment in the R&D is necessary.

Thanks for your attention………..