Analytical Study of Bajaj Gas Stove at Bajaj Electricals by Ram Babu

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 Prof. Rajesh Vhatkar

(Director) (Project Guide)

Date: Date:

Place: VIM, Pune 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

01-03

Company Profile 04-05

Product Profile

06-08

Need and Objective of Project 09-11

Research Methodology 12-17

Data Analysis 18-33

Findings

34-36

Suggestions 37-38

Bibliography 39

Annexure 40-51

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 Study Design Survey Data analysis

Recommendations

The sample size : 70 outlets

Sampling method used: Area wise sampling

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



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


MRP: Rs. 1925

AX 3




Spill tray and tall legs to facilitate easy cleaning

Model with Auto ignition also available


MRP: Rs. 1995

IX 2

Auto ignition

2 brass burners with Stainless Steel body


Extra wide to accommodating large vessels

Spill tray and large legs to facilitate easy cleaning


MRP: Rs. 2825

IX 3

Auto ignition




Spill tray and tall legs to facilitate easy cleaning


MRP: Rs. 3750

Popular

2 brass burners with Stainless Steel body


Extra wide top accommodating large vessels on gas stoves


MRP: Rs. 1395

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

0

20

40

60

80

100

120

Very Dis Dis Neither Satisfied Very Satisfied

Satisfaction Level

Lo

yalt

y R

eten

tio

n (%

)

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.

o As BEL is facing stiffer competition in branded and unbranded segments

of gas stove.

Research Methodology

Approach Summary

Step 1 Initiation of the project

Step 2 Study Design

Step 3 Survey

Step 4 Data Analysis

Step 5 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 Bajaj Sunflame Surya(D+B)

Others Total Sales

A 2 5 8 3 18

B 10 50 100 100 260

C 10 25 50 50 135

D 1 1 2 6 10

E 100 400 1000 800 2300

F 5 10 20 15 50

G 50 100 200 450 800

H 50 100 300 550 1000

I 20 200 300 180 700

TOTAL 248 891 1980 2154 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 No.of respondents.

Surya( Delhi +Bangalore) 30

Surya (Bombay) 05

Sunflame 15

Bajaj 10

Others 10

0

5

10

15

20

25

30

Surya(D+B) Surya (B) Sunflame Bajaj Others

Surya(B)7%

Sunflame21%

Bajaj14%

Others14%

Surya( D+B)44%

Surya( D+B) Surya(B) Sunflame Bajaj Others

Proportion of sales of Bajaj gas stoves versus All

1:10 30

2:10 30

3-4:10 05

1:2 03

>1/2 02

0

5

10

15

20

25

30

No. of Respondents

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 01

Fully satisfied 05

Its o.k. 35

Not satisfied 10

Strongly dissatisfied 19

0

5

10

15

20

25

30

35

Delighted FullySatisfied

Its Ok Not Satisfied StronglyDissatisfied

Its Ok51%

Not Satisfied14%

Strongly Dissatisfied27%

Delighted1%

Fully Satisfied7%

Delighted Fully SatisfiedIts Ok Not SatisfiedStrongly Dissatisfied

Dealers opinion about competitor is better than bajaj by

Pricing 25

Quality 10

Aesthetics 05

Service 10

Others 20

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

caring about dealers

0

5

10

15

20

25

Pricing Quality Aesthetics Service Others

Service14%

Others29%

Pricing36%

Quality14%

Aesthetics7%

Pricing Quality Aesthetics Service Others

Bajaj s different models sale by dealers

Popular(2 burner) ,AX2 80%

AX3(3 burner) 10%

AX4(4 Burner) 10%

3 Burner10%

4 Burner10%

2 Burner80%

2 Burner 3 Burner 4 Burner

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

perception)

Excellent 30

Very good 10

Good 10

Satisfactory 10

Bad 10

0

5

10

15

20

25

30

Excellent Very Good Good Satisfactory Bad

The toughest competitor to bajaj (dealers opinion)

Sunflame 20

Surya (delhi+Bang.) 35

Chinese 05

Others 10

0

5

10

15

20

25

30

35

Sunflame Surya(D+B) Chinese Others

Dealers Opinion to increase bajaj sales

Advertisement 25

More margin to dealers 10

Schemes/offers/gifts 05

Credit facility 30

0

5

10

15

20

25

30

Advertisement More MarginTo Dealer

Schemes Credit

Credit43%

Schemes7%

More Margin To Dealer

14%

Advertisement36%

Advertisement More Margin To Dealer Schemes Credit

Dealers perception about Bajaj s poor sales

Unawareness among customer and dealers 20

Price ,Too high 20

Competitor s brand better 10

Competitors brand is cheaper with similar offerings 10

Others 10

Better Quality of Competitor

14%

High Price29%

Unawareness29%

Competitors Brand Cheaper

14%

Others14%

Unawareness High PriceBetter Quality of Competitor Competitors Brand Cheaper Others

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

Posters/banners/pamphlets/catalogue provided in bulk 20

Attractive POP/POS 20

Calender/pockets/tele diaries etc.as gift items for dealers 10

Credit facility 20

POP/S29%

Catalogue/Pamplets

28%

Credit Facility

29%

Gifts14%

Catalogue/Pamplets POP/S Gifts Credit Facility

Analysis of Dealers margin in various gas stoves

0

200

400

600

800

1,000

Bajaj Sunflame Surya(D+B) Others

models of gas stoves in various brands

mar

gin

s fo

r d

eale

rs

2 burner 3 burner 4 burner

Correlation analysis

Complaints given by dealers

Complaints Respondents rank

High cost 16 2

Bad service 04 6

Poor margin 15 3

Unawareness 10 4

Poor distribution 05 5

Non-credit facility 17 1

Poor management 07 7

Complaints Respondents Rank

High Cost 16 2

Bad Service 4 6

Poor Margin 15 3

Unawareness 10 4

Poor Distribution 5 5

No Credit Facility 17 1

Poor Management 3 7

Total 70

Suggestions given by dealers

Control the cost 10 4

Improve service 05 6

Increase margin 15 2

Increase awareness 16 1

Improve distribution 06 5

Give credit facility- 14 3

Imp. dealer mgmt.relations- 04 7

Corresponding Suggestion Respondents Rank

Control Cost 10 4

Improve Service 5 6

Increase Margin 15 2

Increase Awareness 16 1

Improve Dist. Channel 6 5

Give Credit 14 3

Improve Dealer Mgmt.

Channel

4 7

Total 70

Let X------complaint rank

And Y-----corresponding suggestion(solution) rank

Complaint rank(X) sol. Rank (Y) |X-Y|=d (X-Y)=d2

A(non credit facility) 1 3 2 4

B(High cost) 2 4 2 4

C(Poor margin) 3 2 1 1

D(unawareness) 4 1 3 9

E(Poor distribution) 5 5 0 0

F(bad service) 6 6 0 0

G(poor mgmt.) 7 7 0 0

d2 =18

rs =1- 6 d2/n(n2-1)

=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

http://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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Analytical Study of Bajaj Gas Stove at Bajaj Electricals by Ram Babu