Mkting Birla Power Solution Project Report

7/29/2019 Mkting Birla Power Solution Project Report

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BIRLA POWER SOLUTION

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CHAPTER 1-- INTRODUCTION

1.1 GENERAL INTRODUCTION

Marketing is defined by the American Marketing Association as the

activity, set of institutions, and processes for creating, communicating,

delivering, and exchanging offerings that have value for customers, clients,

partners, and society at large. The term developed from the original

meaning which referred literally to going to market, as in shopping, or

going to a market to sell goods or services. Marketing deals with

customers creating customers value and satisfaction are the heart of

modern marketing. The market is a center around which marketing

activities revolve. A market, in general may be described as a place where

goods and services are offered for sale, buyers and sellers meet and title

to goods is transferred.

Industrial Goods- Industrial goods are technical complexity, customized

goods. It can be final products or use in production of derived products.

Industrial Marketing- Activities involved in the marketing of products

and service to organizations that use products and services in the

production of consumer or industrial goods and services. While the basic

task of marketing apply in both the consumer and industrial marketing. In

the industrial market, markets are relatively concentrated and channels of

distribution are shorter, buyers are well informed, highly organized, and

sophisticated in purchasing techniques and multiple influencers contribute

different points of view to purchasing decision. Sales people act more as

consultants and technical problem solvers, utilizing in-depth product

knowledge and technical understanding of the buyers needs.


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Although pricing is still important, price is less critical in industry buying

decisions. The quality and consistency of products, certainty of delivery,

bidding and negotiating prices are very common.

CHARACTERISTICS: INDUSTRIAL AND CONSUMER

MARKETING

The basics of marketing management: deciding the target markets; findingout the needs and wants of the target markets, developing products and

services to meet the requirements of those markets, and evolving

marketing programs or strategies to reach and satisfy target customers in

a better and faster way than competitors apply to both consumer and

industrial marketing. The industrial markets are geographically

concentrated; the customers are relatively fewer; the distribution channels

are short; the buyers (or customers) are well informed; the buying

organizations are highly organized and use sophisticated purchasing

techniques; the purchasing decisions are based on observable stages in

industrial marketing. Industrial marketing is more a responsibility of

general management in comparison to consumer marketing.

TYPES OF INDUSTRIAL CUSTOMERS

Industrial customers are normally classified into four groups: (i)

Commercial Enterprises, (ii) Governmental Agencies, (iii) Institutions, and

(1v) Co-operative Societies.

INDUSTRIAL PRODUCTS AND SERVICES

The industrial products and services are classified into three broad groups:

(i) materials and parts, (ii) Capital items, (iii) Supplies and services.


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DIFFERENCE BETWEEN INDUSTRIAL AND CONSUMER

MARKETING

Industrial markets Consumer

Market structure Geographically

concentrated

Geographically

dispersed

Markets Relatively fewer buyer Mass

Products availability Technical complexity

Customized

Standardized

Service Service, delivery very

important

Somewhat important

Buyer behavior Functional

involvement

Family involvement

Technical aspect Technical expertise Less expertise

technical

Relationship Interpersonal

relationship

Non personal

relationship

Decision making Distinct, observable

stages

Unobservable, mental

stages

Channels Shorter, fewer linkage Indirect, multiple

linkage

Promotion Emphasis on personal

Selling

Emphasis on

advertising

Price Competitive bidding List price


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1.2 THEORITICAL BACKGROUND OF THE STUDY

DESIGNING AND MANAGING MARKETING COMMUNICATION.

Marketing Communications (or MarCom or Integrated Marketing

Communications) are messages and related media used to communicate with

a market. Marketing communications is the "promotion" part of the "Marketing

Mix" or the "four Ps": price, place, promotion, and product.

Those who practice advertising, branding, brand language, direct

marketing, graphicdesign, marketing, packaging, promotion, publicity, sponsor

ship, public relations, sales, sales promotion and online marketing are

termed marketing communicators, marketing communication managers, or

more briefly, marcom managers.

The choice of how to communicate your message, and to which customers,

can make all the difference between campaign success and consumer fatigue.

Marketing communications are the means by which firms attempt to inform,

persuade and remind consumers-directly or indirectly about the products and

brands that they sell. In a sense, marketing communication represent the

voice of the brand and are a means by which it can establish a dialogue and

build relationships with consumers. Marketing communication allow companies

to link their brands to other people, place, events, brands, experience, feelings,

and things. It can also contribute to brand equity by establishing the brand

memory and crafting a brand image.

PERSONAL COMMUNICATION CHANNELS

Personal communication is communication between two or more persons with

a specific person communication with others. The message emanates from a
http://en.wikipedia.org/wiki/Messagehttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Brand_languagehttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Graphic_designhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Online_marketinghttp://en.wikipedia.org/wiki/Online_marketinghttp://en.wikipedia.org/wiki/Sales_promotionhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Sponsor_(commercial)http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Packaginghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Graphic_designhttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Direct_marketinghttp://en.wikipedia.org/wiki/Brand_languagehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Markethttp://en.wikipedia.org/wiki/Message


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specific person. It can be done face to face, or by a person to audience, over

telephone, or through post or couriers or through emails or through mobile

messages.

.

Companies take various steps to stimulate personal communications about

their products and brands.

1. They identify influential individuals and devote extra effort on them.

2. Create opinion leaders by supplying possible opinion leaders with the

product on attractive terms.3. Use influential or believable people in testimonial advertising.

4. Develop word of mouth publicity by requesting satisfied clients to promote

their product among their friends.

5. Establish online discussion groups and communities.

Non-personal Communication Channels

They include media, atmospheres, and events.

Media channels include print media (newspaper, magazines, souvenirs,

proceedings of conferences), broadcast media (radio, television), display

media (billboards, signs, posters) and electronic media (audiotape, videotape,

videodisk, CD-ROM).

Events are occurrences designed to communicate particular messages to

target audiences or audiences. Company arranged news conferences,

opening ceremonies of various kinds, and sponsorships of various events

come under event communications channels. Communication through mass

media stimulates personal communication channels.


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The Promotional ToolsThe characteristics of various promotional tools are as follows:

Advertising

Advertising is a public mode of communication. Because it is communicated

simultaneously to large number of people and people know that the same

communication is going to many people, they feel their motives for buying are

understood by the advertiser.

Advertising messages can be repeated number of times. Buyers also can

compare advertisements of various companies selling the same product. The

media offers the facility to add colour, sound etc. to the message and

dramatize the message. But advertising cannot have dialogue with the people.

People may not see and pay attention to the advertisement. Advertising is an

efficient way to reach geographically dispersed potential buyers at a low cost

per exposure.

Advertising has two recent variants. Advertorials are offer editorial content and

while it is paid for by the advertiser and it will be difficult for the reader to easily

make out that it is an advertisement. Similarly infomercials are TV programs

that are meant for promoting the products of the company. They discuss the

working of the product, benefits of the products, and user experience etc. and

they may beam the message to buy the product and the address to be

contacted.


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Sales promotion

Sales promotion tools like coupons, contests, premiums, and the like acts as

communication medium and also promote sales. They gain attention and

provide information that may lead the consumer to the product. They include a

distinct invitation to the consumer to do the transaction in a short period of

time.

Public relations and publicity

News stories and feature articles are more authentic and credible than

advertisements to readers. The articles act as testimonials. The message gets

through to the potential buyers as news and they may not turn away from it as

they turn away from the advertisements.

Personal selling

Personal selling as a communicative channel involves a live, immediate, and

interactive relationship between persons. Personal selling leads to

relationships. The listener feels obligated to respond to the salesman at least

with a polite thank you.

Direct Marketing

The alternatives are direct mail, Email, and telemarketing. In these cases the

message is addressed to a specific person. The message can be customized.

Even though mailing folders and email are normally standardized to gain

efficiency. The message can be up to date. In case of telemarketing, message

can be altered depending on the response. In the case of other alternatives

subsequent communication can be altered depending on the response.


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1.3 INDUSTRIAL BACKGROUND OF THE STUDY

Indias thrust on achieving higher economic growth rate has intensified

construction activities all across the country. This has also created huge

demand for power supply. According to some market research, there is a

demand-supply gap of about 17% in power generation. This has thrown open

huge market opportunities for the power backup providing companies. The

power backup market in India is growing at an annual rate of 15-20%, varying

within the three different segments. India is now the fifth largest power market

in the world. The per capita electricity consumption in the country is around

665 units which is envisaged to increase to 1,000 units by 2011-12.

Good opportunity continues to exist in power sector in India due to growing

gap between demand and supply. The demand for power is typically driven by

sectors such as Telecom, Commercial construction, IT, ITES, Retail, etc.

OVERVIEW OF GENERATOR INUSTRY

Generators refer to the mechanical equipment that can convert other forms of

energies into electricity. It is mechanically driven by hydraulic turbine, steam

turbine, diesel engine or other power equipment which convert energies

produced from water, steam, burning fuel or atomic fission into mechanical

energy and transfer to the generator which then converts the mechanical

energy into electricity. Generators can be divided into DC generators and AC

generators, and the later can further divided into synchronous and

asynchronous ones. Generators can also be categorized into diesel

generators, petrol, gas, wind, hydraulic and solar generators.


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Tax rebate on exports on generators is 17% and that of generators parts is

13%.

The power industry in India has been characterized by peak power and energy

shortages. In fiscal 2004 and 2005, demand for electricity exceeded supply on

an average by an estimated 7.1% and 7.3% respectively in terms of total

requirements and 11.2% and 11.7% respectively in terms of peak demand

requirements.

Although power generation capacity has increased substantially in recent

years, it has not kept pace with the growth in demand or the growth of the

economy generally. According to the United Nations, India has one of the

lowest electricity consumption levels in the world, at 355 units per capita in

2000, due to unreliable supply and inadequate distribution networks. This

contrasts with 827 units per capita in China, 1,878 units per capita in Brazil

and 12,331 units per capita in the United States, in 2000.

Historically, state and central government entities played the dominant roles in

the development of the Indian power industry. However, capacity growth did

not keep pace with demand, due to inadequate investment and the poor

financial health of the SEBs. However in recent years, in light of persistent

shortages, the Government has taken significant action to restructure the

industry and attract investment.

Gensets

The market for Gensets in the 5 to 15 KVA usage bracket covers a wide

spectrum of affluent users, households, shops, commercial establishments,

and other institutions including the small and medium industries.


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All offices require power in some quantities to enable them to run the basic

utilities. Though existing usage of below 5 KVA portable generating sets are

meant for meeting only rudimentary requirements the 5 to 15 KVA usage

bracket is fast rising that need to meet the essentials with basic affluence

comforts like an AC & refrigerator. Also there is a fast growing demand created

by the booming telecom industry to support their unmanned stations spread all

over India including remote areas.

1.4 ENVIRONMENT TECHNICAL NORMS REGARDINGPORTABLE GENERATOR

Portable generators are useful when temporary or remote electric

power is needed, but they can be hazardous. The primary hazards

to avoid when using them are carbon monoxide poisoning, electric

shock or electrocution, and fire.

TO AVOID CARBON MONOXIDE HAZARDS:

Always use generators outdoors, away from doors, windows and vents.

NEVER use generators in homes, garages, basements, crawl spaces, or

other enclosed or partially enclosed areas, even with ventilation.

Follow manufacturers instructions.

Install battery-operated (with battery backup) carbon monoxide (CO) alarms

in yourhome, following manufacturers instructions.

Test CO alarms often and replaces batteries when needed.


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TO AVOID ELECTRICAL HAZARDS:

Keep the generator dry. Operate on a dry surface under an open, canopy-like

structure.

Dry your hands before touching the generator.

Plug appliances directly into generator or use a heavy-duty outdoor-rated

extension cord.

NEVER plug the generator into a wall outlet. This practice, known as back

feeding, can cause an electrocution risk to utility workers and others served by

the same utility transformer.

If necessary to connect generator to house wiring to power appliances, have

a qualified electrician install appropriate equipment. Or, your utility company

may be able to install an appropriate transfer switch.

TO AVOID FIRE HAZARDS:

Before refuelling the generator, turn it off and let it cool. Fuel spilled on hot

engine parts could ignite.

Always store fuel outside of living areas in properly labelled, non -glass

containers.

Store fuel away from any fuel burning appliance.


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CHAPTER 3 PROFILE OF ORGANISATION

3.1 ORIGIN OF THE ORGANISATION

Company Profile

Registered Address

159, Industry House

Church Gate Reclamation,

Mumbai, Maharashtra

400020

Tel: 022-22026340

Fax: 022-22047835

Website:http://www.birlapower.com

Group: Birlas (Yash) Group

Overview

Birla Power Solutions Ltd., (BPSL) was established in the year 1984 in

collaboration with globally renowned Yamaha Motor Co. Japan. It was the first

company to manufacture portable generators in India in 1986, the first to roll

out Self Start Gensets and first to launch emission compliant generators under

the brand name, Birla Ecogen. With more than 500 dealers spread all across

BIRLA POWER SOLUTIONS LIMITED(Formerly Birla Yamaha Limited)

(ISO-9001 & ISO14001 COMPANY)
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India, the retail business of Birla Power flourishes to its entire length, with

100% satisfaction level of the customers.

Products & Services

The Company produces a wide range of generators catering to the power

requirements of 500W to 60K.W with a variety of fuel options like kerosene,

petrol, diesel, LPG,CNG and biogas. The product portfolio of Birla Power also

includes Pump Sets, Lawn Movers, Invertors, Sprayers and Batteries.

Unit

The modern manufacturing unit is situated near Dehradun with a capacity of

125,000 Smaller Gensets and 75,000 Multi Purpose Engines & Higher KVA

Gensets of 20000 units per annum.

Public Private Partnerships OR PPP

In order to meet demands of telecommunications, ITC Schools, Health, electric

power, water transport, road, rail, air, water supply as well as irrigation sector,

various Public Private Partnerships or PPPs are being promoted for

implementation of these infrastructure projects. We at Birla have left no stone

unturned in taking pride

in en-cashing these opportunities. The flow of business turn over of Birla

Power have increased in multiple folds with such PPP in the past, present and

in future.

COMPANY PERSPECTIVES

Our Vision: To be a premium global conglomerate with a clear focus on

business.


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Our Mission: To deliver superior value to our customers, shareholders,

employees and society at large.

Our Values: Integrity; Commitment; Passion; Seamlessness; Speed.

ABOUT US

The Yash Birla group is a part of the prestigious house of the Birlas, started by

Mr.Baldeo Das Birla, the great-great grandfather of our current chairman. The

lineage of yash birla group began with Mr.Rameshwar Das, grandfather of

Mr.Ashok Birla, the sudden demise of Mr.Ashok Birla, in 1990, plunged his son

Yashovardhan into the corporate world. Since then Yash Birla and his group

have only emerged stronger than before. Yash birla has not only brought sick

companies to life but has given the group a dynamic strategy like never before.

He gave the Group a dream, a global vision and an integrated approach.

The yash birla group has a number of companies all over India and under the

perfect leadership of our chairman, we have made successful forays in theareas of Generators, Multipurpose Engines, Chemicals, Yarns, Pipes,

Consumer Durables, Precision Cutting Tools etc. The Group is now set to

make a mark in the IT world as its latest diversification.

Birla Power Solutions Ltd., (BPSL), a Rs.2500 Crore Yash Birla Group

Company, established in April1984 in collaboration with globally renowned

Yamaha Motor Co. JAPAN by dynamic visionary late Shri Ashok Birla. The

Company has many a firsts to its credit. It was the first Company to

manufacture portable generators in India in 1986. The Company has the

expertise of manufacturing 2 stroke as well as 4 stroke engines. The Company

is presently producing a wide range of Generators catering to the power

requirements of 500W to 40K.W being fuelled by variety of fuel options like

Kerosene , Petrol, Diesel, LPG ,CNG ,Biogas etc . It was the 1st Company to

roll out Self Start Gensets and became the 1st Company to launch emission


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compliant Generators under the brand name BIRLA ECOGEN, once again

taking a step ahead, to launch low noise gensets, complying with phase-II

noise norms and entering a new era of silent technology gensets.

BPSL is committed to provide total Power Solution depending upon customer

needs by manufacturing Portable Generators, Inverters, Home UPS. To

provide complete Power Solution to its esteemed customers under one roof

company has recently started opening POWER SHOPPEE across the country.

To support the farming community it includes Water Pumps & Multi Purpose

Engines & its application products such as Power Sprayers & Needle Vibrators

and Lawn Mowers, under the brand name Ecoshakti. The Company also has

plans to increase its range of Pumpsets and Sprayers in the lower power

range.

To match with the market requirement, the company has launched two new

products in Portable Genset segment with the capacity of 900 VA and 5 KVA.

With continuous in house R&D, BPSL have also developed the technology ofreduction of heating effect generated inside the Generators.

The present domestic market share of BPSL Generators is around 32%. Till

date, we have more than 4.5 lac satisfied genset owners and a network of

more than 600 dealers, spread throughout the country. These dealers are

given extensive training and are well equipped to cater to after - sales -service

for generators.

The modern manufacturing unit is established near Dehradun (Uttarnachal) in

a very scenic and serene backdrop of hills & forest, with a capacity of 125,000

Smaller Gensets and 75,000 Multi Purpose Engines & Higher KVA Gensets of

20000 units per annum. The total area of the factory is 150000 sq. mtrs and

the covered area is 17000 sq. mtrs. The connected load is 1550 KVA. Though


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the power availability in the region is good, Company has DG sets of 850 KVA

as stand by captive power.

Alternator shop has fully automatic machines capable of producing single

phase self excited synchronous alternators up to the capacity of 4.5 KVA. The

Machine shop has 79 machines out of which 10 are CNC such as CNC

Lathes, CNC Machining Centre & CNC Drill Tap Centre. The Paint shop is

having Dip Phosphating to accommodate up to the cube size of 800 mm and

conveyorised electrostatic spray painting along with thermic fluid baking for

cube size of 600 mm.

There are 550 employees in the Company out of which around 200 are skilled

workmen. Most of them are ITI educated, and the work culture at the factory is

very cordial.

BPSL got ISO 9002 certification in October1998, and has also been awarded

ISO14001 certification.

In the year 2002, the company has acquired the stake of Yamaha Motor

Company Japan. BPSL have become one of the few Indian Companies to buy

out the equity of our MNC partner. Today, company has become totally self

sufficient in all aspects. BPSL is entering into a new era with constant

emphasis on state of - the - art R &D and insistence on quality products.

From Gensets to Inverters to Multipurpose Engines you name it, we make it.

Today we are spread across the length & breadth of the country and across

the globe with a range of products, making us Indias largest provider of power

solution products. From being a manufacturer of a single product, we have

become a multi-product Company.


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3.2 GROWTH & DEVELOPMENT OF THE

ORGANIZATION.

YEAR EVENTS 1984 - The Comp. was incorporated on 27th April, at

Mumbai. The Comp. was promoted jointly by Tunghabhadra Industries limited

and Yamaha Motor Co. limited The Comp. manufactures portable generators

and multi-purpose engines.

- The Comp. entered into a technical-cum-financial collaboration agreement

with Yamaha Motors Co. Ltd [YMCLs] of Japan on 31st August, YMCL were to

provide knowhow and technical information for implementation of Company

project & for manufacture of portable generating sets.

- The portable generator sets & engines produced by Company would be in

the range of 0.5 KW to 4.0 KV. In case of generators, the Comp. adopted the

self excitation brushless system which would render the process immune to

dust, humidity & other vagaries of atmospheric conditions.

- For the manufacture of multi-purpose engines, the process adopted is the

condenser discharge ignition which would eliminate unwanted parts resulting

in better fuel efficiency & low maintenance costs.

1985 - 160 shares allotted to promoters, directors, etc. 79,99,840 shares then

issued at par out of which the following shares were reserved & allotted:

20,80,000 shares to Yamaha Motor Co. Ltd., Japan, 20,79,840 to

Tungabhadra Industries Ltd., other associate Indian companies, directors, etc.

& 11,290,000 shares to Pratap Malapani. Out of remaining 27,20,000 shares,

1,36,000 shares to the Company employees including working directors &

54,400 shares to business associates were reserved and allotted on a

preferential basis. The balance 25,29,600 shares were offered for public

subscription during November/December.


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1986- In order to ensure, continuous supply of power, an 850 KVA generator

was also installed. The Comp. commenced trial production of LG 900 & 2000

model generators in April.

1987 - New modern generators such as LG 600, LG 900 AC & LG 2800 were

introduced. Prototypes of multipurpose engines [part of Company product

ranges] were also developed.

1989 - New range of products such as multipurpose engine, and public

address system were test marketed.

1990 - The Comp. came under the provisions of above mentioned Act due to

erosion of fifty percent in its net worth.

1992 - Production suffered to a great extent as one of key suppliers to the

Comp. declared lock-out at their works twice during the year resulting in non-

availability of components.

1993 - The Comp. launched a new model of genset of smaller capacity which

operates on kerosene in order to satisfy market requirement of lower running

cost genset.

1994 - A new Kerosene model `BY 1000 K' launched by Comp. in April, for

which market response is encouraging.

- The Comp. proposed to launch multi-purpose engines for the semi-rural/rural

areas.

- The Comp. also proposed to deal in various types of electrical equipment viz.

`Inverters' to cater to the middle-class household segment in the domestic

market.


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1995 - The Comp. introduced two new models of self start generators. Also

introduced two new multipurpose engines namely Birla Power Birla Power

Plus.

1996 - The Comp. launched two new models of self start portable generators

& `Yamaha' brand of EF 6600 E [5.5 KWs] Electric start genset.

1997 - The Comp. was discharge from the purview of BIFR under the sic

industrial companies [Sp. Provisionss] Act, 1965.

- Genset manufacturer Birla Yamaha would be launching single battery

inverters in April.

- Birla Yamaha Limited, a joint venture of Yashowardhan Birla group &

Yamaha of Japan, is making a preferential allotment of equity shares worth

around Rs.10 crore to the promoters.

1998 - The Company turnover declined to Rs.69.39 crores due to the SouthEast Asian Currency Crisis.

- The Comp. launched 4 stroke 600 watts LG 700 K model which received a

favourable response.

1999 - Birla Yamaha is setting up a genset manufacturing facility in Himachal

Pradesh, its second in the country.

- The Comp. has entered into a long term agreement with Yamaha & is

concentrating on exports during the lean months, gives the Comp. the twin

advantage of balancing manufacturing in addition to earning some additional

revenue.

2000 - The Comp. have received 11,20,000 equity shares of company, jointly

held by Mr. Sundrashan Malpani & Mr. Ashutosh Malpani both NRIs for


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transfer in the name of Transvestments Pte Ltd., [TPLs], Singapore an

Overseas Corporate Body.

- The Comp. has introduced a range of eco-friendly generators under the

brand, Birla Ecogen.

2002-Birla Yamaha Ltd has informed that Mr Vijay Agarwal has been

appointed as an Additional Director of Company.

2004-Birla Power Solutions, a Yash Birla Group company, has tied up with

Hindustan Petroleum Corp Ltd [HPCLs] to produce electricity generators,

which run on LPG.

2007

Birla Power Solutions Ltd has informed that Mr. Biswajit Sarkar has been

appointed as Chief Executive Officer [CEOs] of Comp. w.e.f. March 20,

2007.Birla Power Solutions Ltd has informed that the Board of Directors of

Comp. at its meeting held on October 31, 2007, inter alia, has Appointed Mr.

Kalyan Bhattacharya as Whole time Director of Comp. for a period of three

years w.e.f. November 01, 2007.


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3.3 PRODUCT AND SERVICES

Birla Power Solutions Limited (Formerly known as Birla Yamaha Limited) is

engaged in manufacturing portable generators, Inverters, Home UPS. The

Company is presently producing a range of Generators catering to the power

requirements of 500W to 40KW

Silent Portable Generators

The Ecogen Generator range is the

world's first co friendly low-emission, low

noise generator made of high "tech

alloyed components. The generator is packed with features such as fuse

less circuit breakers, fan system and an Acoustic cover to reduce noise

significantly.

Higher Capacity Silent Generators

The Company's range of higher capacity

Gensets (7.5KVA - 40KVA) addresses to

demands of the telecom, defence and

other institutional customers.
http://www.birlapower.com/highcapicity/highcapicity.htmlhttp://www.birlapower.com/generator/generators.htmlhttp://www.birlapower.com/highcapicity/highcapicity.htmlhttp://www.birlapower.com/generator/generators.html


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5 KVA DIESEL GENSET

The 5 kva Portable Genset range is the

India t first co friendly low-emission, low

noise Diesel generator made of high-tech

alloyed components.

The generator is packed with Features such as fuse less circuit breakers,

Tamperproof oil alert system, pilot, lamp, Non fuse Breaker, Reverse and an

Acoustic cover to reduce noise significantly.

Alternate Fuel Based Generators

The Company has also introduced a range

of LPG/CNG generators for domestic and

institutional customers. This provides our

customers with an econo -mical and

environmentally

Friendly means to meet their energy needs.

Multi Purpose Engines (MPEs)

The power packed MPEs can playa

number of varied roles and can substitute

machines such as floor polishers, concrete

mixers and rail

drilling machines among others.
http://www.birlapower.com/mpes/pro_mpes.htmlhttp://www.birlapower.com/alternate_fuel_based_generators/afbg.htmlhttp://www.birlapower.com/highcapicity/5kva.htmlhttp://www.birlapower.com/mpes/pro_mpes.htmlhttp://www.birlapower.com/alternate_fuel_based_generators/afbg.htmlhttp://www.birlapower.com/highcapicity/5kva.htmlhttp://www.birlapower.com/mpes/pro_mpes.htmlhttp://www.birlapower.com/alternate_fuel_based_generators/afbg.htmlhttp://www.birlapower.com/highcapicity/5kva.html


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Pumpsets

The Birla Ecoshakti 4 stroke pumpset

redefines reliability and also provides

unmatched power, which means more

power per drop of fuel.

Sprayer


of Sprayer for domestic and institutional

customers. This provides our customers

with an economical

and environmentally friendly means to meet their energy needs.

Inverters

Inverters are available in a wide capacity

range of 1OO VA to as high as 10KVA.The

most popular range is the 500/800/1500

VA that enables

the user to run fans, tube lights and a television set.

Batteries

Birla Power Battery is an Industrial

Non Automotive battery. The heavy

duty thick lead terminals aid in better

connection

and also help in providing minimum voltage drops in the circuit.
http://www.birlapower.com/betteries/batteries.htmlhttp://www.birlapower.com/inverter/pro_invs.htmlhttp://www.birlapower.com/pumpset/pro_pumps.htmlhttp://www.birlapower.com/betteries/batteries.htmlhttp://www.birlapower.com/inverter/pro_invs.htmlhttp://www.birlapower.com/pumpset/pro_pumps.htmlhttp://www.birlapower.com/betteries/batteries.htmlhttp://www.birlapower.com/inverter/pro_invs.htmlhttp://www.birlapower.com/pumpset/pro_pumps.htmlhttp://www.birlapower.com/betteries/batteries.htmlhttp://www.birlapower.com/inverter/pro_invs.htmlhttp://www.birlapower.com/pumpset/pro_pumps.html


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Power Tiller


of Power Tiller for agriculture and Farm

customers. This provides our customers

with an economical

and environmentally friendly means to meet their energy needs.

Lawn Mower


of Lawn Mower for domestic and

institutional customers. This provides our

customers with an econo - mical and

environmentally

friendly means to meet their energy needs.

Y B Series

The Ecogen Generator range is the world's

first co"friendly low-emission, low noise

generator made of high"tech alloyed

components. The generator is packed with

features such as fuse less circuit breakers, fan system and an Acoustic

cover to reduce noise significantly.
http://www.birlapower.com/generator/generators.htmlhttp://www.birlapower.com/generator/generators.htmlhttp://www.birlapower.com/generator/generators.html


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COMPETITION

The Competition faced by the company in its various product lines are as given

below:


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CLIENTS

The following table enumerates the various growth segments as also the

anticipated annual demand for the same.

Source: AC Nielsen & ORG-MARG Survey

TELECOM INDUSTRY


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GOVERNMENT SECTORS

BANKING/ FINANCIAL SECTOR

TELEVISION / MEDIA SECTOR

AIRLINES INDUSTRY

MARKET:

The domestic Genset market is currently catered by 2 players Honda Siel

and BPSL

The major competitor for BPSL has been Honda Siel. The product range

and the quality of the product have been comparable all through last several

years.


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After the Exit of Yamaha there has been a decline in market share in

domestic as well as export market.

There has been no new product launch in higher segments since last fewyears.

Compounding the effect has been the slow growth in the portable Genset

Industry.

MARKETING STRATEGY

The surveys conducted by Centre for Industrial & Economic Research has

revealed significant market trends that are produced below:

Increasing consumer awareness on products and product value

Leap fogging to sunrise areas

Multidirectional market penetration with new consumer shifts

Shift from functional to convenience goods

MNC invasion in large number of product markets

Market are competitive and oligopolistic at the same time

Change of sellers market to buyers market

Injection of monopolistic power via strategic USPs and brand building

Attributing illusory USPs to brands to gain market penetration

Promotion acquiring increasing value

Emergence of e business as a major marketing force

Ascendancy of product quality consumer preferences

Up gradation of delivery systems with perceptible consumer orientation

BPSL main marketing strategy will be focused on expansion of the existing

products, entering into higher capacity diesel range of engines/pump sets.

BPSL would be registering its products with local land development banks,

NABARD, State Agriculture, Horticulture Departments and emphasizing on tie-

ups with nationalised rural banks for loans/subsidy schemes. Further the

company plans to sell engines through application products in Railway, govt.

departments like MTNL, BSNL, NDMC, Delhi Jal Board, MCD etc.


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For above product expansion, BPSL intends to penetrate rural market by

organising various promotional fairs, participations in Kissan Bazzars.

Overall Marketing Strategy has been focused on marketing of goods to

customers who want value for their money. Customer retention and their

repeat purchase motive have been kept in mind while devising our marketing

strategy.

BPSLs growth strategy is focused towards expanding its existing product

lines, entering into new application areas in the agricultural and construction

industry and to launch higher capacity Gensets and Engines running on Dieseland LPG fuel.

SWOT ANALYSIS OF BPSL

STRENGTHS:

BPSL enjoys strong brand recognition and recall.

BPSL has almost a complete range of products making it a single window

for power solutions.

The plants of the company are ISO 9001 and ISO 14001 certified by

Underwriters Laboratories

Inc., USA.

All products manufactured by the Company are fully emission compliant and

ISI marked.

BPSL has a very strong dealer distributor network through which theproducts of the company are marketed and sold.

BPSL has tied up with global players like Kipor to have a technological edge.

The manufacturing facility of the company is situated on the main high way

between Haridwar and Dehradun which is well connected with Delhi by road /

rail and there is an abundance uninterrupted power supply.


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WEAKNESS

Lack of new product launch after the exit of foreign partner has resulted in a

decline in the market share for BPSL.

BPSL is operating in the lower range of in house engines & pumps, which is

a highly competitive segment.

Opportunities

The Company can increase its market share by expanding capacity.

The Company plans to introduce higher KVA gensets and water pumps to

capitalize on growing demand in this segment.

It can increase market share in the mid-size gensets market by increasing

institutional sales.

Increase presence in the agricultural and construction sector by offering a

higher range of diesel engines.

Export market is still untapped specially for engines, alternators, Inverters.

Erratic power situation in the semi urban & rural towns has resulted in

increase in demand.

Power requirement of consumers increasing opportunity for adding new

higher capacity products

Rural demand improving

Shift towards LPG/ CNG based gensets has opened new avenues for the

company.

THREATS

Portable genset industry growth has shown decline in recent

times.

Cheaper products from China are giving stiff competition to local players.


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3.4 FUTURE PROSPECTIVE OF BIRLA POWER

Birla Power to invest Rs 5,000 cr in thermal & solar power projects.

Birla Power Solutions will invest nearly Rs 5,000 crore to set up thermal and

solar power projects in the next three years, according to Chairman Yash Birla.

Mr Birla on Wednesday said his group has floated a special purpose vehicle

(SPV) Birla Urja to run the power business. Birla Power holds a 51%

stake in the SPV, while the balance is with group companies.

According to him, his group will set up 600 mw of thermal power plant capacity

in Maharashtra and 125 mw solar power capacities in Andhra Pradesh,

Rajasthan, Uttaranchal and Haryana. The investments in the power projects

will have a debt-equity ratio of 70:30. The equity component will be funded

through various options, including contribution from the promoters and private

equity funds, while debt will come from institutions like State Bank of India andPower Finance Corporation, Mr. Birla said.

However, analysts are unclear on how the group will fund such large projects.

A power analyst said Mr. Birla needs to chip in least Rs 1,500 crore to finance

the projects. The present market capitalization of Birla Solutions is Rs 160

crore. The stock gained 10% to close at Rs 3.91. Birla Cotsyn , another

company of his group, is valued at Rs 120 crore.

Half of the power generated from the plants will be sold to state distribution

companies, while the balance will be for the captive use of group facilities,

said Mr. Birla. Meanwhile, Birla Power on Wednesday informed BSE that its

board would meet on March 25 to discuss the fund-raising options.
http://economictimes.indiatimes.com/birla-power-solutions-ltd/stocks/companyid-13962.cmshttp://economictimes.indiatimes.com/state-bank-of-india/stocks/companyid-11984.cmshttp://economictimes.indiatimes.com/birla-cotsyn-india-ltd/stocks/companyid-21607.cmshttp://economictimes.indiatimes.com/birla-cotsyn-india-ltd/stocks/companyid-21607.cmshttp://economictimes.indiatimes.com/state-bank-of-india/stocks/companyid-11984.cmshttp://economictimes.indiatimes.com/birla-power-solutions-ltd/stocks/companyid-13962.cms


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BIRLA POWER ARM EYES JV WITH US FIRM IN

SOLAR ENERGY

The diversified Yash Birla Group is likely to sign a joint venture agreement with

a US-based company to set up and maintain solar power plants in India.

According to sources, Birla Urja Ltd, a power utility subsidiary of Birla Power

Solutions Ltd., (BPSL), is in advanced stage of talks with the US-based solar

energy service provider, which manages over 300 sites globally.

The proposed JV will focus on building; managing and maintaining grid

connect solar power plants for BUL. It is learnt that the US firm has been

developing, financing, operating and monitoring solar plants for two decades.

An email sent to Yash Birla Group spokesperson did not elicit any response.

Recently, the group announced that Birla Power Solutions Ltd., (BPSL) will

invest Rs 3,000 crore to set up a 600MW coal-fired thermal power plant that

will be commissioned within the next three years under Birla Urja Ltd. BPSL

will additionally invest Rs 2,000 crore to set up 125MW of solar photo-voltaic

power plants over the next three years. In the first phase, the allocation will be

divided as: Haryana (10 MW), Uttarakhand (5 MW), Rajasthan (5 MW) and

Andhra Pradesh (50 MW).

BUL has already applied for allocation of 300 acres from the Andhra PradeshGovernment for setting up a 50 MW solar PV grid Connect Power Plant and

already applied for licenses for setting up these Photovoltaic grid Connect

Power Plants, a person close to the development said. Photovoltaic (PV) is

popular method for converting energy from the sun into electricity by using

solar cells. Solar PV cells convert solar radiation into direct electricity.
http://c/Users/NEMO/Desktop/project/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle_files/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle.htmhttp://c/Users/NEMO/Desktop/project/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle_files/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle.htmhttp://c/Users/NEMO/Desktop/project/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle_files/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle.htmhttp://c/Users/NEMO/Desktop/project/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle_files/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle.htmhttp://c/Users/NEMO/Desktop/project/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle_files/Birla%20Power%20Arm%20Eyes%20JV%20With%20US%20Firm%20In%20Solar%20Energy%20%20%20VCCircle.htm


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3.5 FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION.

President


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DELHI BRANCH

MARKETING DEPARTMENTS OF THE ORGANISATION

MANGING DIRECTOR

CHIEF OPERATINGOFFICER

VICE PRESIDENT

GENERAL MANAGER

REGIONAL HEADS


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MANAGEMENT OF THE ORGANIZATION.

Name Designation

Yashovardhan Birla Chairman / Chair Person

P V R Murthy Managing Director

Upkar Singh Kohli Independent Director

Y P Trivedi Independent Director

Rajesh V Shah Independent Director

M S Arora Additional Director


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RESEARCH METHODOLOGY

3.1 TITLE OF THE STUDY

A STUDY ON COMPARATIVE STUDY OF PROMOTIONALSTRATEGIES OF BIRLA POWER AND HONDA SIEL IN

PORTABLE GENERATORS.

3.2 STATEMENT OF THE PROBLEM

The problem of this study is to find out why Birla power is lagging behind with

Honda Siel. This study is to know about importance of promotional offers in

business.

3.3 OBJECTIVE OF STUDY

The main objectives of the study are to understand the following areas

1. To understand the different marketing communication tools organization

is using.

2. Comparative study of communication tools with its competitors.

3. To know how effective is current tools in achieving goals.

4. To understand the different tools of promotional channels.

3.4 SCOPE OF THE STUDY

1. It improves market communication.

2. How to reach to its target customer cost effectively.

3. Correct information at correct time.

4. Decrease the communication tool cost.


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3.5 LIMITATIONS OF THE STUDY

The main limitation of the study is

1. Its a time consuming.

2. The data collected is some cases are based.

3. Certain respondent were not co-operative in answering the

questionnaire, thus hampering the results.

4. Limitation of resources is a major constraint in Project.

3.6 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done

scientifically.

RESEARCH DESIGN

Research design is the conceptual structure within which research is

conducted; it constitutes the blueprint for the collection, measurement and

analysis of data.

DESCRIPTIVE RESERCH DESIGN

Here I am using descriptive research design for my study. It

includes surveys and fact finding enquiries of different kinds. The

major purpose of descriptive research is description of the state of

affairs as it exists at present. Descriptive research studies are those

studies which are concerned with describing the characteristics of a particular

individual, or of a group, whereas diagnostic research studies determine the

frequency with which something occur or its association with something else.


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The design in such studies must be rigid and not flexible and must focus

attention on the following.

a) Formulating the objective of the study.

b) Designing the method of data collection.

c) Selecting the sample.

d) Collection of data.

e) Processing and analyzing the data.

f) Reporting the findings.

DATA SOURCES

There are two types of sources of data

1. PRIMARY DATA 2. SECONDARY DATA

1. PRIMARY DATA

The primary data are those which are collected afresh and for the first time,

and thus happen to be original in character.

a) Observation method

b) Interview method

c) Through questionnaires

2. SECONDARY DATA

The secondary data are those which have already been collected by someone

else and which have already been passed through the statical process.

Secondary data may either be published data or unpublished data.


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Published data are;

(a) Various publications of the central, state and local governments.

(b) Various publications of the foreign governments or of international

bodies. (c) Technical and trade journals. (d) Reports and publication of

various associations connected with business and industry, banks etc.

(e) Books (f) Magazine (g) Newspapers (h) Publish records

Unpublished data are

a) Diaries

b) Letters

c) Autobiographies

d) Scholars

e) Research workers

QUESTIONNAIRE DESCRIPTION

Around 10-12 questions will be prepared for questionnaire. Mostly of them are

closed one and 1-2 will be open one.

3.7 RESEARCH INSTRUMENT

The study is based on survey technique. The study consists of study of

market communication tools. For the purpose of the study dealers, distributors

and clients are picked up and their views solicited on different parameters.

Personal interviews and informal discussions were held with marketing

department people of Birla Power to know their organization strategy. Further

applying a simple statistical technique processing of the data collected has

been done and conclusions have been reached.


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DATA ANALYSIS AND INTERPRETATION OF DATA

4.1 ANALYSIS AND INTERPRETATION OF DATA

Table 1

Table showing which affects customer decision most while purchasing?

Category No. of customers Percentage %

Advertisement of Brand 20 20%

Performance 35 35%

Price 28 28%

After Sales Service 17 17%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows 20 people see advertisement of brand, 35 people see

the performance, 28 people see price and 17 people checks the after sales

service most while purchasing the generators.


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Pie chart 1

Showing which affects customer decision most while purchasing

Inference:

The above chart shows 20% people see advertisement of brand, 35%

see the performance, 28% see price, and 17% checks the after sales service.

0%

5%

10%

15%

20%

25%

30%

35%

20%

35%

28%

17%

Sales


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Table 2

Table showing which promotional tool more effective in selling generators


Personal Selling 26 26%

Through website 28 28%

Print media 24 24%

Sales promotion 22 22%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows which promotional tool more effective in selling

generators. 26 people goes for personal selling, 28 people goes through

website, 24 people for print media, and 22 for sales promotion.


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Pie chart 2

Showing which promotional tool more effective in selling generators

Inference:

The above chart shows which promotional tool more effective in

selling generators. 26% people goes for personal selling, 28% people goes

through website, 24% people for print media, and 22% for sales promotion.

0%

5%

10%

15%

20%

25%

30%

Personal

Selling Through

website Print media

Sales

promotion

26% 28%

24%

22%

Sales


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Table 3

Table showing ranking of these brands according to customer

preference.


Crompton Greaves 18 18%

Birla Power 32 32%

Mahindra 12 12%

Honda Siel 38 38%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows ranking of these brands 38 people like HondaSiel, 32 people like Birla Power, 18 people like Crompton Greeves and 12

people like Mahindra brand.


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Pie chart 3

Showing ranking of these brands according to customer preference.

Inference:

The above chart shows ranking of these brands 38% people like

Honda Siel, 32% people like Birla Power, 18% people like Crompton Greeves

and 12% people like Mahindra brand.

0%

5%

10%

15%

20%

25%

30%

35%

40%

Crompton

Greaves Birla Power

Mahindra

Honda Siel

18%

32%

12%

38%

Sales


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Table 4

Table showing response towards Birla power brand

Category No of customer Percentage %

Positive 59 59%

Satisfactory 21 21%

Somewhat negative 10 10%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows customer response towards Birla power brand 59

people think positively, 21 people think satisfactory and 10 people think

some what negative.


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Pie- Chart 4

Chart showing response towards Birla power brand

Inference:

The above chart shows customer response towards Birla power

brand 59% people think positively, 21% people think satisfactory and 10%

people think somewhat negative.

0%

10%

20%

30%

40%

50%60%

Positive

Satisfactory

Somewhat

negative

59%

21%

10%

Sales


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Table 5

Table showing Does Birla delivered product on time as and when requested bycustomer


Always 53 53%

Sometimes 37 37%

Never 10 10%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows does Birla delivered product on time as 53 people say

they always do, 37 people say sometimes and 10 people say never.


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Pie-Chart 5

Inference:

The above chart shows does Birla delivered product on time as 53%

people say they always do, 37% people say sometimes and 10% people say

never.

0%

10%

20%

30%

40%

50%

60%

Always

Sometimes

Never

53%

37%

10%

Sales


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Table 6

Table showing why customer prefer Honda generator over Birla Power


Better Product 13 13%

Special offers 35 35%

After sales service 28 28%

Brand name 24 24%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows customer prefer Honda generator over Birla

Power 13 people believe it is a better product 35 people believe for special

offers 28 people believe due to after sales service and 24 people think due tobrand name.


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Pie-Chart 6

Showing why customer prefer Honda generator over Birla Power

Inference:

The above chart show customer prefer Honda generator over Birla

Power 13% people believe it is a better product 35% people believe for special

offers 28% people believe due to after sales service and 24% people think due

to brand name.

0%

5%

10%

15%

20%

25%

30%

35%

Better

Product Special

offers After sales

service Brand name

13%

35%

28%

24%

Sales


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Table 7

Table showing do customers get any promotional offer from Honda Siel


Yes 73 73%

No 27 27%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do customers get any promotional offer from

Honda Siel 73 people say yes and 27 people say no.


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Pie- chart 7

Showing do customers get any promotional offer from Honda Siel

Inference:

The above chart show do customers get any promotional offer from

Honda Siel 73% people say yes and 27% say no.

0%

20%

40%

60%

80%

YES

NO

73%

27%

Sales


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Table 8

Table showing do customers attend trade shows or industry events


Yes 23 23%

No 77 77%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do customers attend trade shows or industry

events 73 people say yes and 27 people say no.


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Pie- chart 8

Showing do customers attend trade shows or industry events

Inference:

The above chart show do customers attend trade shows or industry

events 73% people say yes and 27% say no.

0%

20%

40%

60%

80%

YES

NO

73%

27%

Sales


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Table 9

Table showing if dealers /guide help you in deciding on a brand of generators.


Yes 56 56%

No 27 27%

Somewhat 17 17%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do dealers /guide helps you in deciding on a

brand of generators, 56 people say yes 27 people say no and 17 people say

somewhat they do.

Pie-chart 9


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Showing if dealers /guide help you in deciding on a brand of generators.

Inference:

The above chart show if dealers /guide help you in deciding on a brand of

generators 56 %people say yes 27% people say no and 17% people say

somewhat they do.

0%

10%

20%

30%

40%

50%

60%

Yes

No

SOMEWHAT

56%

27%

17%

Column1


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Table 10

Table showing Honda Siel is ahead in e-business compare to Birla Power due

to


Information 13 13%

User friendly 35 35%

Online customer care

support

28 28%

Trouble shooting tips online 24 24%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows why Honda Siel is ahead in e-business compare to

Birla Power, 13 people say due to information given in website, 35 people say

it is user friendly, 28 people say it gives Online customer care support and 24

people say it gives trouble shooting tips online.


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Pie-chart 10

Showing Honda Siel is ahead in e-business compare to Birla Power due to

Inference:

The above chart shows Honda Siel is ahead in e-business compare to Birla

Power, 13 people say due to information given in website, 35 people say it is

user friendly, 28 people say it gives Online customer care support and 24

people say it gives trouble shooting tips online.

0%

5%

10%

15%

20%

25%

30%

35%

Information

User friendlyOnline

customer

care support

Trouble

shooting tips

online

13%

35%

28%

24%

Sales


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Table 11

Table showing which kind of promotion offer will you like from the following


Easy finance scheme 27 27%

Free service week 22 22%

Low monthly payment

scheme

26 26%

Discounts on payment

Of cash

25 25%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows which kind of promotion offer customer will like

from the following 26 people say they will like easy finance scheme, 22 people

say free service week, 27 people say low monthly payment scheme, 25 people

say discounts on payment of cash.


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Pie-chart 11

Showing which kind of promotion offer will you like from the following

Inference:

The above chart shows which kind of promotion offer customer will like from

the following 26% people say they will like easy finance scheme, 22% people

say free service week, 27% people say low monthly payment scheme, 25

%people say discounts on payment of cash.

0%

5%

10%

15%

20%

25%

30%

Easy finance

scheme Free service

week Low monthly

payment

scheme

Discounts on

payment

Of cash

27%

22%26%

25%

Sales


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Table12

Table showing if customer is satisfied with after sales service of Birla Power


Yes 31 31%

No 69 69%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows are customer satisfied with after sales service of

Birla Power, 31 people say they are satisfied with and 69 people say they are

not satisfied.


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Pie-chart 12

Showings if customer is satisfied with after sales service of Birla Power

Inference:

The above chart shows are customer satisfied with after sales service of

Birla Power, 31% people say they are satisfied with and 69% people say they

are not satisfied.

SUMMARY OF FINDINGS

0%

20%

40%

60%

80%

Yes

No

31%

69%

Sales


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1. While selecting generators 35% customer mostly see the performance

of the generators.

2. According to customer website is most effective promotional tool in

selling generators.

3. Honda is most preferred brands according to customer from the given

brands.

4. 59% people think positively for Birla Power brand.

5. 53% customer says Birla Power delivered product on time as andwhen requested by customer.

6. 35% customer prefer Honda generator over Birla Power because of

special offers.

7. 73% people say Honda gives promotional offer over Birla power.

8. Only 23% customer customers attend trade shows or industry events.

9. 56% people say dealers /guide help in deciding on a brand of

generators.

10. 35% people say Honda Siel is ahead in e-business compare to Birla

Power due to user friendly.

11. People mostly prefer easy financial scheme.

12. Most of the people are not satisfied with after sales service of Birla

Power.

CONCLUSIONS & RECOMMENDATION


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CONCLUSIONS

It was really a great learning experience for me to do my project in such areputed multinational company. Birla Power is a growing company even

though they have strong competitor in the market. They should increase their

services and frequency of advertisement to stabilize their position in the

market. The company has very good chance to increase the sales with the

help of Brand Loyalty of customers by improving after sales service and by

improving promotion strategy.

LEARNING

As a P.G.D.M student I have learned that without practical knowledge our

course is incomplete.

1. Day by day I gained knowledge of market situations.

2. Company trained us how to make good relationship with dealers &

customers.

3. How to talk with dealers & customers and convince them.

4. I learned the different marketing tools & functioning of marketing

communication.

5. I got to know the difference between industrial and consumer able

market communication.

6. I here also learned how to implement my theoretical knowledge in

practical situation.


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RECOMMENDATION & SUGGESTIOS

1. The company should provide excellent after sales services to

compete with their competitors.

2. The company should properly handle the queries of the

customers.

3. The company should focus on promotional offer, as it is found

that these are the main factors influencing a customer to

purchase a Birla power product.

4. The company should provide more support to their customer

as of their competitors.

5. These support such as O% Finance & Exchange Offer, Easy

Finance, FREE Service Week, Low minimum monthly

payments etc.

6. Providing customer care support through online.

7. Providing trouble shooting tips online.

8. Better co-ordination with distributors because local

companies are giving more margins so they are changing

customers minds.

9. Keep an eye on grey market means duplication of the

generators.

10. Aggressive promotion strategy compare to Honda

Generators.


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BIBLIOGRAPHY

Text book

Research methodology book by Mahesh Malhotra.

Marketing Management by Philip Kotler.

Website

www.birlapower.com

www.google.com

www.yahoo.com

Other sources

Companys annual report

Brochure

Pamphlets

Employees of Birla Power

Magazines
http://www.birlapower.com/http://www.birlapower.com/http://www.google.com/http://www.google.com/http://www.yahoo.com/http://www.yahoo.com/http://www.yahoo.com/http://www.google.com/http://www.birlapower.com/

Documents

Mkting Birla Power Solution Project Report