17th sarthak
TRANSCRIPT
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SUMMER INTERNSHIP
2013 - 2014
1 Amity Business School, AmityUniversity, Lucknow Campus
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Amity Business School, AmityUniversity, Lucknow Campus 2
Competitive analysis of Orient actus air
coolers with other brands
Orient Electricals
Project Guide(s)
1. Industry-Mr. Ravi Prakash
2. Faculty-Dr. Khushboo AgnihotriBy:
Sarthak Shukla
MBA G-B
Batch 2012-14
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Objectives
1. Conducting market survey in
Lucknow area for air coolers.
2.To analyze market trend of coolers. 3. Find out market share of various
brand in the segment of coolers.
4. Consumers preferences.
3 Amity Business School, AmityUniversity, Lucknow Campus
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Research Methodology
1. - Primary Data - Exploratory Research
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Research Type Exploratory Data source Primary Research instrument Questionnaire Type of question Structured and unstructured Sampling unit Dealers Sampling method Random Contact method Interview
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Findings
1. Market Share of Orient Cooler werefound out was 15% .
2. Market share of organized sector is 40%.
3. Dealer preference regarding product .4. Customer preference of different brands.
5. Rating of orient.
6. Market captured by different groups.7. Sales promotion techniques used by
various brand.
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Limitations
1. More number of responses can be takenso as to get accurate results.
2. Some outlets didn’t devote proper time
for the survey so some information maybeerror prone.
3. Time constraint was there restricting
further in depth study of the topic.
4. Many dealers delayed the process asthey had to cater the customers and were
reluctant in sharing their data.
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Conclusions
1.Market share of coolers in Lucknow ismore of unorganised sector- 60%.
2.Out of the organised sector(40%),
Symphony has maximum share followed byKenstar , and on third position Orient.
3. Symphony & Bajaj have the maximum
range of models available in the market.
4. Consumer prefer coolers with morecapacity within 40 litre to 60 litres.
5. 40% dealers rate Orient as a good brand
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Recommendations
1. Decreasing the price.
2. Innovation in technology.
3. Improve after sale service to generate
goodwill.4. Create awareness to dealers about
schemes.
5. Open their individual outlets across
nation.
6. Promotional Strategies like hooking up
with the entertainment industry.
7. Digital marketing to promote product via Amity Business School, AmityUniversity, Lucknow Campus 8