final project
TRANSCRIPT
“MAHARAJA WHITELINE PRIVATE LIMITED”
A
SUMMER TRAINING PROJECT REPORT
ON
“CONSUMER PERCEPTION REGARDING CHOPPER
ATTACHMENT IN SOUTH DELHI MARKET”
Submitted for partial fulfillment of “P.G.D.M”
Program (2009-2010)
Under the guidance of: Submitted by:
Prof. K.K.Garg (HOD)
Mr. Vivek Srivastav DHEERAJ KUMAR MISHRA
Lecturer PGDM 2009-2011
GNITCM
(APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA)
Plot no 6(c) Knowledge Park II Greater Noida Uttar Pradesh
Page 1
DECLARATION
I, Dheeraj Kumar Mishra, declare that the Project Work entitled
“(Consumer Perception Regarding Chopper attachment in South Delhi
)” is my own work and has been conducted under the supervision of Mr.
Rajiv chauhan , Maharaja Whiteline , Assistant Manager, Corporate
Marketing. I have put 45 days attendance with supervisor at the center.
I further declare that to the best of my knowledge, the Project does not
contain any part of any work which has been submitted for the award of
any degree/diploma either in this College or anywhere else.
(Signature of the candidate)
Page 2
CERTIFICATE OF THE COMPANY SUPERVISOR
Mr. Rajiv Chauhan
Assistant Manager, Corporate marketing
MAHARAJA WHITELINE
1/7 West Patel Nagar (Opp. Metro Pillar 205), New Delhi - 110008
Ph . 011-25885791, 25885792, 25885795
This is to certify that the work entitled “(Consumer Perception Regarding
Chopper attachment in South Delhi )”is a piece of summer internship
work done by DHEERAJ KUMAR MISHRA under my guidance and
supervision, for the partial fulfillment of award of PGDM of
GNITCM ,Plot no 6(c), knowledge park-II, greater noida (U.P.). To
the best of my knowledge and belief the Project work --
(1) Embodies the work of candidate himself/ herself.
(2) Has duly being completed.
(3) Fulfills the requirement of the ordinance relating to the
PGDM of the College.
(4) Is up to the standard both in respect of contents and language
for being referred to the examiner.
(Signature of Company Supervisor)
Page 3
CERTIFICATE OF THE FACULTY SUPERVISOR
MR. VIVEK SRIVASTVA
Faculty of GNIT College
GNIT COLLEGE OF MANAGEMENT
This is to certify that the work entitled “(Consumer Perception Regarding
Chopper attachment in South Delhi )”is a piece of summer internship
work done by (Dheeraj Kumar Mishra) under my guidance and
supervision, for the partial fulfillment of award of PGDM of (GNIT
College of Mgmt. Plot no. 6c, Knowledge Park II, Greater Noida,
U.P). To the best of my knowledge and belief the Project work --
(1) Embodies the work of candidate himself/herself.
(2) Has duly being completed.
(3) Fulfills the requirement of the ordinance relating to the
PGDM of the College.
(4) Is up to the standard both in respect of contents and language
for being referred to the examiner.
(Signature of Faculty Supervisor)
Page 4
CERTIFICATE FROM PLACEMENT CELL
MR. RAHUL BHANDARI
Training and Placement Officer
.
This is to certify that the work entitled “(Consumer Perception Regarding
Chopper attachment in South Delhi )” is a piece of summer internship
work done by (Dheeraj kumar Mishra) under my guidance and
supervision, for the partial fulfillment of award of PGDM of (GNIT
College of Mgmt. Plot no. 6c, Knowledge Park II, Greater Noida,
U.P). To the best of my knowledge and belief the Project work --
(1) Embodies the work of candidate himself/herself.
(2) Has duly being completed.
(3) Fulfills the requirement of the ordinance relating to the
PGDM of the College.
(4) Is up to the standard both in respect of contents and language
for being referred to the examiner.
(Signature of Placement Head)
Page 5
ACKNOWLEDGEMENT
Some works are so typical that are impossible for a person to complete it
alone. Summer Internship Project is one of them. I would not be able to
complete my work without the help of my respected Company Guide,
Faculty Guide, my college and workplace colleagues and my family
members. So it is my obligation to thank all of them.
I have had the honour of having been associated & working under the able
& stimulating guidance of Mr. Rajiv Chauhan, Assistant manager,
Corporate marketing, Maharaja Whiteline, Mr. Vivek Shrivastav,
Faculty, GNITCM. The Project work was undertaken under their keen
supervision and the Project has been prepared by me. I express sincere
feeling of gratitude and respect for their inspiring help throughout the
work. Without their esteemed and valuable help and guidance it would not
have been possible for me to accomplish my job. I am gratefully indebted
to them.
And finally I would like to offer my heartiest prayer to the Goddes
Gayatree, who has given me mental and spiritual strength to complete this
project work.
(DHEERAJ KUMAR MISHRA)
Page 6
Table of Contents
SL.NO. CHAPTERS PAGES
1. Title page 1
2. Declaration by student 2
3. Guide’s certificates 3 - 5
4. Acknowledgement 6
5. Abstract 9 - 10
6. Introduction 11 - 14
7. Resarch Objectives 15 - 16
8. Scope of the study 17
9. Limitations of the study 18
10. Literature Review 19 - 33
Page 7
11. Executive Summary 34 - 62
12. Research Methodolgy 63 - 66
13. Data Analysis And Interpretation 67 - 91
14. Findings And Suggestions 92 - 94
15. Bibliography 95
Page 8
ABSTRACT
As the title of the project suggests, this project is all about the study of the
CONSUMER PERCEPTION REGARDING CHOPPER
ATTACHMENT OF MAHARAJA WHITELINE. Due to increase in
the population and their demand as well as better quality product market
size is also increasing. The changing technological advancement and
changing preference of the consumer satisfaction there is cut throat
competition in market. As per the increase the per capita income of the
city its lead the betterment of the living standard of the people, it provided
ample opportunity for Home Appliance Business to increase their
Market penetration. Since every company wants to enjoy the major market
share so it becomes indispensible for all the existing companies to make
strategic and tactical moves frequently. The major Competitors for
Maharaja Whiteline are KENSTAR, PHILIPS, INALSA, BAJAJ,
JAIPAN, USHA, etc.
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As this project is all about the detail study of consumer perception about
the product in the market, a lot of survey throughout south Delhi market is
conducted, by which all the primary information about the products were
collected. In this process several dealer and the customers were surveyed.
All the required secondary information’s gathered from the company as
well as from the internet, books & journals. In order to find out the Brand
& their price preferences, service level they want from a company, a
questionnaire as been prepared. The questionnaire for the existing dealers
and customer will help to interpret the satisfaction level of the brand they
currently have or using. At last questionnaire and by adopting different
suitable charts the conclusion about the effective brand positioning of
Maharaja Whiteline after sales and service as comparison to other brands
drawn.
Page 10
INTRODUCTION:
In today’s fast running world, Home Appliance products become the basic
need of human beings life. One can’t even think to lead a life without the
use of them. These products make their live a little better, everyday. Home
appliances are that without which a modern home is considered
incomplete, especially in urban areas. We have become so used to some of
these appliances that it seems difficult to live without them. Indeed, they
made our life more comfortable and easier than ever. In metro cities and
big towns, such households appliances are regarded as a boon, as in most
of the domestic chores. This is really a great help since people often find it
difficult to keep a balance between professional obligation and household
needs. Now question is arises what is Home appliances?
HOME APPLIANCE PRODUCT & CATEGORY:
Home Appliances are those things which make a house into home.
Everything that is needed to make a home comes under the category of
home appliances. The things that come under the name of home appliances
can be divided into two sub categories. They are
Kitchen appliances
Home appliances
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Kitchen happens to be the most important part of home. If the kitchen is
well equipped with all the kitchen appliances then the lady of the house
feel happy as her work load is considerably reduced. The kitchen
appliances such as,
Kitchen accessories, Pressure Cookers, Food Storage containers,
Microwave, Wet Grinder,Mixer and grinders, Food processors, Ovens,
etc. Other home appliances also play a very important part in reducing
the work load and making life much easier. Some of the things are,
Freezers, Refrigerators, Washing machine, Coolers, Vacuum cleaner,
Sewing machine, Television, Music System, Iron, Radio, Room Heater,
Fans,Water purifiers, etc.
HOME APPLIANCE STORES:
Most of leading home appliances manufacturers & companies have set up
their exclusive retail outlets in important towns & cities of the country.
Besides, there are local home appliances suppliers, manufacturers,
wholesalers and retailers spread throughout India. Apart from those home
appliances stores and shops are located in every locality, which let you
compare products of different companies before buying and also let you
buy all kinds of home appliance products at one place. Some
manufacturers also offer after sale service, & if needed, repair the
damaged parts of your electrical products. So here you will find the sites
of some of the leading home appliances manufacturer & suppliers.
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HOME APPLIANCE MARKET GROWTH ON INCREASE
RURAL AND URBAN DEMAND:
Riding on the back of robust economic growth and soaring incomes,
lifestyle aspirations become a central theme for Indian rural consumers
who continued their increasing purchase rate of home appliances and
driving strong growth in 2008 for the domestic electrical appliances
market. While urban demand was mainly derived from consumers seeking
better features that tend to be premium priced, rural/semi-urban demand
was thanks to low household penetration of domestic electrical appliances
in these regions. Leading brands have invested in research to understand
the consumer better and have subsequently met the specific needs of
Indian consumers be it in term of features, pricing, promotions and
extending routes to market to a large group of consumers in rural India.
Having reached high penetration in urban markets, most appliances
manufactures are now looking to focus on addressing the low household
penetration of household appliances in rural markets that are seeing
growing incomes and increasing awareness due to the rapid rise of TV
and other media. According to industry sources and articles in leading
newspapers. In view of the special consumer needs and lower affordability
of rural market (mainly power, water shortage) key player’s customized
products for rural areas.
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TOP 10 BRANDS IN KITCHEN APPLIANCES:
1. Maharaja Appliances Ltd.
2. Bajaj Electricals Ltd.
3. Philips India Ltd.
4. Usha-Lexus
5. Sumeet Appliances Ltd.
6. Kenstar
7. Morphy Richards
8. Kenwood
9. Black & Decker Home Appliances
10. Inalsa Appliances Ltd.
Page 14
RESEARCH OBJECTIVES:
The main objective is to study the effective brand positioning after sales
and service through customer satisfaction and trade satisfaction. Basically
the brand positioning help the company to increase their sales and increase
the trust on products or company and get better market share against their
competitors. Maharaja Whiteline Industries Ltd. is a premier name in
manufacturing home appliances products such as Toaster, mixers grinder,
iron, geysers 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.
Retaining existing customers/dealers:
Find out the perception of existing customers/dealers towards
Maharaja and give out different suggestions so as to change the mindset
of the Dealer/Customer in the positive sense and retain them.
To find out the percentage of loyal customers.
To visualize the level of increase or decrease of the customers
and retailers satisfaction.
Recommended the suggestions to improve the brand
positioning of Maharaja mixer grinder.
To know the media from where customer get information
about mixer grinder.
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Attracting new customers:
Maharaja Whiteline is planning various schemes for its dealers as well
as customers to attract newer ones, by attaching the mixer grinder as gift
item with its high range of successful products like Cooktop and give
Discount on different products in the market.
To know the factors influencing the decision making while
purchasing the products.
To study the market competitors and find out the close
competitor in Specified areas.
As Maharaja Whiteline is facing stiffer competition in branded
and unbranded segments of mixer grinders.
To know the brand awareness of the people in South Delhi market.
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SCOPE OF THE STUDY
Maharaja Whiteline Ltd. is the Indian largest Home appliance company
that markets more than …….brand. The company operates in the out side
of the country.
Provides all the crucial information on Maharaja Whiteline about
brand positioning efforts in South Delhi market.
Containing a study of the major internal and external factors
affecting after sales service for company brands.
Support sales activities by understanding customer’s business better
Quality prospective suppliers.
Keep fully up to date on competitor’s business structure,
strategy and prospects.
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LIMITATIONS OF THE STUDY:
Numbers of limitation are faced by the research time when the study was
conducted.
Poor media exposure: media penetration, where electronics or non-
electronics are very low in the city.
Difficulty in interacting with professional or employed person
respondent.
Interview timing:- as the many dealers/distributors are always flooded
with customers so it is very difficult to ask question from them and get the
answer.
The study is conducted only South Delhi.
Since study area was confined to selected area only I couldn’t t predict
performance of Maharaja whiteline Chopper Attachment in broader
perspective
The result of the study may not be applicable for the longer period of
time as many new competitors are present and many are in queue and also
the needs and preference are continuously changing with time.
Many respondents were very unfamiliar with the survey so that they
were either hesitating or not co-operating with the researcher.
Due to big metropolitan city it was difficult to cover a large area of the
city. So that sample size is less.
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LITERATURE REVIEW
MARKETING COMMUNICATION:
Modern marketing is the management of the 4P’s- product, price, place,
promotion. In a sense of entire marketing process has a large content of
communication. For instance, the product communicates a distinctive
image such as youthfulness, glamour or prestige. The brand name
communicates physical and physiological attributes of the product. The
package communicates to the manufacturer thinks of his convenience and
the since of beauty. This price communicates the equity of the products.
These are communication between buyer & seller i.e. the distribution
channel. Thus each elements of the marketing mix either helps or hinders
communication and ultimately the sales effort.
The marketing communication or promotion mix consists of five major
tools:
1. Advertising
2. Sales promotion.
3. Publicity
4. Personal selling
5. Public relation.
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THE GENERAL MEANING OF BRANDING:
A brand is a product, service, or concept that is publicly distinguished
from other products, services, or concepts so that it can be easily
communicated and usually marketed. Branding is the process of creating
and disseminating the brand name. Branding can be applied to the entire
corporate identity as well as to individual product and service names.
Brands are often expressed in the form of logos, graphic representations of
the brand. A company's brands and the public's awareness of them are
often used as a factor in evaluating a company. Corporations sometimes
hire market research firms to study public recognition of brand names as
well as attitudes toward the brands. For e.g, Maharaja whiteline hire IMRB
for its market research in 2008.
BRAND BUILDING:
The important factors that are affecting to build a brand value…
1. Quality
2. Positioning
3. Repositioning
4. Communication
5. First mover advantage
6. Long term perspective
7. Internal marketing
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The sevens main factors in building successful brand as illustrate in the
diagram given below:
Quality:
Quality is a vital ingredient of a good brand. Remember the “core
benefits” – the things consumers expect. These must be delivered well,
consistently. The branded washing machine that leaks or the training shoe
that often falls apart when wet will never develop brand equity.
Research confirms that, statistically higher quality brands achieve a higher
market share and higher profitability that their inferior competitors.
Positioning:
positioning is about the position a brand occupies in a market in the minds
of consumers. Strong brand have a clear, often unique position in the
target market. Positioning can be achieved through several means,
including brand name, image, service standard, product guarantees,
packaging and the way in which it is delivered. In facts, successful
positioning usually requires a combination of these things.
Repositioning:
Repositioning occurs when a brand tries to change its market position to
reflect a change in consumer’s taste. This is often required when a brand
has become a tired, perhaps because its original market has matured or has
gone into decline.
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Communications:
Communications also play a key role in building a successful brand. We
suggested that brand positioning is essentially about customer’s
perceptions- with the object to build a clearly defined position in the minds
of target audiences. All elements of the promotional mix need to be used
to developed and sustain customer’s perceptions. Initially, the challenge is
to build awareness, then to develop the brand personality and reinforce the
perception.
First-mover advantage:
Business strategists often talk about first-mover advantage. In terms of
brand development, by “first-mover” they mean that it is possible for the
first successful brand in a market to create a clear positioning in the minds
of target customers before the competition enters the market. There is
plenty of evidence to supports this.
Long-term perspective:
This lead onto another factor in brand-building. The need to invest in the
brand over the long-term. Building customers awareness, communicating
the brand’s message and creating customers loyalty takes time. This means
that management must “invest” in a brand, perhaps at the expense of short-
term profitability.
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Internal marketing:
Finally management should ensure that the brand is marketed “internally”
as well as externally. By this we mean that the whole business should
understand the brand values and positioning. This is particularly important
in service businesses where a critical part of the brand value is the type
and quality of service that a customer receives. Think of the brand that you
value in the restaurant, hotel and retail sectors. It is likely that your
favorite brands invest heavily in staff training so that the face-to-face
contact that you have with the brand helps secure your loyalty.
OBJECTIVE OF BRAND POSITIONING:
In the below there are main objectives of brand positioning,
1. Marketing:
This is where you state what you’re setting out to do. Branding is about
changing minds. Marketing is about overcoming obstacles to the sell. An
objective is something specific you want to accomplish. So a brand
marketing objective can be thought of as how you’re going to change
customers’ minds about the obstacles that are preventing them from
buying your product. Example:
The brand marketing objective for the [CAMPAIGN NAME] is to prompt
a change in consumer attitude/perception.
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2. Promise :
Make a one-sentence promise that matters to your customer, is unique to
your organization or product and above all believable. This promise should
indicate what the product is and whom it’s for.
3. Brand Attributes :
These are words—think talking points—from your brand promise that are
leveraged in your brand-building communications.
4. Brand Category:
Your brand category helps you focus on where you are competing, and
where you’re not. In case you don’t know your category, ask your
customers. Try to dominate your category.
5. Brand Positioning:
This is a one sentence positioning statement that shows how you are
different, better or more special than your competition.
This is the message you plan to put into the minds of potential customers,
consumers, etc. when they think of your company or products.
6. Positioning Anchors:
This is the evidence you supply to back up your promise (especially useful
for development). This information is vital to your marketing efforts.
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7. Advertising:
Here’s where you would list all of your advertising placements. This data
would include the medium, vendor, description, size, execution date, due
date, number of impressions and cost. These efforts should align with both
your customers and brand message.
8. Budget :
Details how much money you are investing in this brand positioning.
BRAND POSITIONING STRATEGY:
Identify the people who are most likely to have a pressing need for your
product. This first step involves the identifying the people who are most
likely to be the core target group. These are the people whose pressing
need for your product can turn them into core prospects for your product.
Identify the deepest and most lasting motivation of these people, which
motivation can be addressed by your product.
Examples of such powerful motivations might be: career advancement,
security, safety, health and well-being. As you can see, these
motivations are not based on your product, but your choice would be
based on your product being able to contribute toward fulfilling this
motivation.
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Identify an attribute or capability in your product that makes your
product either superior or unique vis a vis the competing products.
This step involves sharpening the competitiveness of your product in the
market. Your product probably has several competitors, any of which
might also be in a position to select the same or similar brand positioning.
So with this step you will be able to preempt your competitors with a
positioning that sets your product apart from theirs - in a way that makes
your product preferred over theirs.
This step will allow you to sharpen your brand positioning with the
Comparative "Your product can .... Better than other products
can", or the differentiating "only your product can...". It is very
Useful to be able to claim outright superiority over competitors, at
least in product attributes or capabilities, if not directly on your
strategic positioning.
Identify the most credible facts about your product, its formula, its
capability, or its benefits, that can support its fulfillment of the sharpened
brand positioning.
Not all products require believability. But most do. Hence it is useful to
strengthen your sharpened brand positioning with a rationale that is
believable, at least rationally, if not experientially. And this believability
must be based on an actual ingredient, or design, or capability of your
product.
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Identify the kind of personality that best suits the kind of person who
is believable at providing your core target group with your specific
brand positioning.
After strengthening your sharpened brand positioning with a believable
rationale, you need to establish the right brand personality for your
product. The brand personality will bind all of your prospects' and
customers' brand experiences in tone and character, and do so in a way that
is consistent with the kind of motivation you are addressing, and the kind
of rationale you are supporting it with. We have now covered the five
strategic steps toward ensuring that your brand is capable of building and
increase your market share.
DEVELOP THE BRAND POSITION:
Typically, marketers try to create brand position through advertising and
promotions in an attempt to influence customers’ perceptions of their
brands. However, in today’s world of busy schedules and nonstop
messages, companies need to find different ways to position their brand.
By listening to your customers and making changes internally, you can
build your brand position.
Brand positioning is a reactive strategy because it requires you to listen to
the customers, but it’s also an effective strategy. To position your brand,
you need to look at everything that affects your brand image and therefore,
your customers’ perception of your brand. From customer service to
pricing and advertising, every part of your organization has some effect on
your customers’ overall perception of your brand.
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3 Steps to develop brand position:
1. Understand your customers’ current perception of your brand
position
2. Determine what you want your customers’ perception of your
brand to be
3. Define and execute the changes within your organization that
will meet your customers’ needs and ultimately, create the
desired perception of your brand among your customers
Which will in turn lead to the brand experience and perception you
want your brand to convey.
THE IMPORTANCE OF STRONG BRAND
POSITIONING:
Financial analysis shows that about 50% of a company’s Net Worth
is accounted for by “Intangible Assets” and the most significant
component of this is the value of the Brand and the strength of the
competitive Positioning. This shows that perceptions are critical in
driving hard value.
Managed properly, a well positioned brand:
Builds shareholder value
Generates consistent revenues and profits
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Commands higher prices
Builds customer loyalty
Opens doors for sales calls and partnerships
Provides resistance to competitive attack
Provides a source of pride for employees.
6 STEPS TO TAKE CONTROL OF THE POSITIONING:
While it is nice to have an experienced marketing team or advertising
agency to help build and strengthen the positioning, many companies can
make progress by following a proven positioning methodology.
1. Determine Your Current Positioning – “Where You Are Today”
Conduct research among employees, partners, customers, prospects,
and industry experts about your current positioning.
Ask them questions such as:
“What word or phrase comes to mind when you think of our
company?”
“What does our company do differently or better than anyone else?”
“What is the key reason someone should buy from us?”
The strengths that you have today are assets that can be leveraged as
potential differentiators for your new positioning. It is better to build
your positioning of an existing asset when possible because you get
a head start.
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2. Assess Customer Needs – “Importance to Customer” Since your
positioning needs to be relevant, it’s important to confirm the importance
of the customer’s needs. Often primary needs like high quality, good
service, expertise, and low price are obvious; leading many companies to
claim the same capabilities and positioning. Here are some example
questions you can ask to uncover possible secondary benefits you can use
to create a unique position:
Please rate the importance of the following factors in your decision:
keeping risk at a minimum.
Taking risk in order to become an innovator and leader getting the project
completed as soon as possible.
Turn-key solution that minimizes company involvement Customization
for unique company needs
Building organizational capacity for training best practices
Domain expertise and competence
3. Conduct a Competitive Landscape.
Look across your competitive landscape and determine the
positioning for each competitor. Assess if you think they are strong
or weak. What positioning opportunities are taken and which are “up
for grabs”? Are their any unique ways of looking at the positioning
statements so you can appeal to customers in a different way?
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4. Develop a New Brand Positioning – “Where You Want To Be”
Use the work from your first 3 Steps to develop alternatives for your
new positioning. Your current positioning will uncover strengths that
can be used as potential differentiators. The needs assessment will
uncover important primary and secondary needs that you can build a
proposition around. The competitive landscape helps identify
incumbent leaders and opportunity areas. It is good to generate a
small list of 3 to 5 positioning statements that you can test. Develop
some alternatives by filling in the statements below:
We’re the best at ……….. because of our ability to……….
If you need……… choose us because of………..
5. Validate the Positioning – “Excitement & Credibility Test”
The next step is to test the positioning alternatives internally and
externally to see if they are exciting and believable. Recruit a panel
of current and potential customers and test the positioning
statements. Ask respondents to rate the statements for favorability,
importance, and believability:
Overall, how do you feel about this statement?
5 Point Scale: highly favorable to highly unfavorable
How important is this statement to you?
5 point scale: “not important at all” to “extremely important”
How well do you believe ABC company can deliver on this statement?
5 point scale: “very unlikely” to “very likely”
When evaluating the results, look for strong positive responses
combined with a low level of strong negatives. If you have picked a
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strong position, you should see some strong scores. If you are trying
to be something that you are not, your believability scores will show
customers had difficulty buying into your promise. Watch out for a
large number of responses in the middle range. This means your
positioning statement will not stand out in a crowded, noisy market.
6. Execute the Positioning – “Speak with One Voice”
After you select your positioning, it is critical that the company
executes consistently in everything it does. The new tagline and
positioning statements need to be updated in the product strategy, the
logo, the website, the sales training, sales presentation, email
signatures, brochures, business cards, and across every element of
the company communications.
NEED FOR BRANDING:
Separate your brand from your competitors in a unique way
Relevant and motivating to your customers
Prospects and channels-it gives you value and make you
special.
Enhance your perceived value, there by supporting premium
pricing, sheltering you from low price competition.
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Contributing to share holder value.(Companies like Morgan Stanley
look to evidence of brand strength in setting buy ratings.)
Provide resilience in times of negative press.
Enable you to launch new products more quickly and cost effectively.
THE ADVANTAGES OF BRANDING:
Every product requires having identity or naming so that it
could be identified hence easy to process order.
Legal protection to features
Only products with unique features attract customers that’s
why branding facilities making customer loyal.
Every part of market has specific needs so it promotes segment
marketing hence increases marketing efficiency.
Strong corporate image.
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Executive summary
EXECUTIVE SUMMARY
1 INDUSTRY AND COMPANY PROFILE
2 PRODUCT PROFILE
COMPANY PROFILE:
Maharaja Whiteline Industries Ltd. Is an Indian based consumer products
manufacture company. Maharaja Whiteline has over 30 yrs. of Experience
in the home appliances market and is known for being an innovator and
market leader in the Indian consumer manufacturing sectors. Maharaja
Whiteline, India’s most trusted family brand is back with its new range of
products. Whiteline started its foray into home appliances in 1976. The
company commenced its venture as a one product company. Today
Maharaja dominates a share of about 22% in home appliances with a
product range of over 60 products in 18 product categories. The company
has already sold off billions of kitchen appliances in the past 3 decades.
Behind this successful story is vision of Harish Kumar, Managing
Director, Maharaja Whiteline Group, a dynamic and a self motivated first
generation entrepreneur.
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Harish Kumar
Maharaja Whiteline started its operations in 1976 and now the company
enjoys the undisputed leadership position in Indian Appliance industry. In
addition to this,today the ‘Maharaja’ employs over 1000 qualified &
professional work force, ready to take up the challenges of the new
millennium and build the company into a global appliance leader. The
company has a huge Manufacturing infrastructure base with a plant in
Baddi (HP).
Recently, Maharaja has acquired Gem and Beltek, and has diversified its
range into the consumer durable industry the company is soon launching a
range of sealing fans and office accessories. In near future, Maharaja
Whiteline plans to export its products in the SAARC countries.
EMPLOYEE PROFILE
Page 35
The Corporation's employee strength as on January 1, 2010 was over
1000. There are 210 women employees.
Maharaja Whiteline unique work culture is based on trust, openness and a
commitment to creativity and consultation. The organization identifies
each and every one of its employees as an achiever who will make a
difference. The experience and the knowledge gained by its people in
building this mammoth organization.
ENTREPRENEURIAL CULTURE
Maharaja White line Appliances encourages employee participation in
management and suitably rewards innovative suggestions. Participative
forums in the form of joint management councils, quality circles,
suggestions scheme, etc. enrich its work culture.
CAREER GROWTH OPPORTUNITIES
MAHARAJA WHITELEINE inducts officers at the junior-most level of
the management hierarchy. First division professional degree holders and
post-graduates from relevant disciplines are recruited as management /
engineer trainees, accounts officers, sales officers, purchase officers,
production officers, quality officers, etc.
Job rotation and inter-location transfers throughout the country facilitate
planned development of careers and broaden outlook. Career growth
opportunities are based on the individual's performance and contribution to
the common goal of sustained growth. Maharaja Whiteline top executives
have grown from within -- a testimony to the unlimited opportunities for
growth available to the meritorious.
Page 36
WELFARE OF EMPLOYEES
Apart from attractive scales and perks, Maharaja Whiteline Appliances
provides its employees many facilities and welfare measures which are
continuously upgraded. The medical insurance facilities provided to every
employee.
CORPORATE VISION
To Reach Every Indian Household With White Goods And Home
Appliances.
Page 37
CORPORATE MISSION
We are a group committed to produce the Highest Quality and Best Value
Appliances and White Goods. To achieve this, we constantly endeavor to
exceed our customer’s expectations. In doing so we shall build enduring,
long-term relationships with all our stakeholders.
THE MANAGEMENT
Board Of Directors:
Mr. Harish Kumar
Mr. Ravi Mehra
Mr. Ramesh Gaur
Page 38
General Managers:
Mr. Rakesh Bhalls (GM Sales)
Mr. Rahul Bhatia (GM Purchase)
Mr. G M Bomhra (GM Operation)
Mr. G S Kanwal(GM R&D)
THE COMPANY’S MAJOR UNITS
Head Office:
1/7 West Patel Nagar, New Delhi
Manufacturing Unit:
Plot no. 5-6, Industrial Area Baddi Distt. Solan, HP
Branch Offices:
A-166, Subash Nagar Shopping Centre Jaipur, Rajasthan
E-A-1/10, Transport Nagar, Kanpur Road, Lucknow (UP)
38, Harbans Nagar, Meerut Road Ghaziabad (UP)
Plot No 21, 23 & 26 Mohabawala Industrial Area, Mohabewala,
Dehradoon, Uttranchal
2759, Gurdev Nagar, Ludhiana, Punjab
Vidyawati Building., G.T. Road. Kundli, Haryana
Page 39
Panchal Compund, Behind Betala Force Lasudia Morie, Dewas Naka,
Indore (M.P.)
229 B, Srikrishna Puri, Boring Road Patna, Bihar
Old no-6, Senfunther Street Shenoy Nagar, Chennai (T.N.)
BC-32, Sec.-01, Salt Lake, Kolkata – 64 West Bengal
Plot No 892, Palasuni Chhack, Opp Canal Road Palasuni, Bhubaneswar
-10, Orissa
IInd Floor, Patkar Bldg., Above Samant Diary, Kelkar Road, Dombivali
(E), Maharasthra
Narnarayan Estate, Near Mahaluxmi Textiles Mills, Ishnpur Narnol
Road, Narnol Ahemdabad Gujarat
33-16-30 A, Ramanandhan Street, Kasturibaipet, Vijaywada. AP
No.-06, 07th Cross, Old Guddadahalli, Bangalore – 26 Karnataka
Distribution Network
Clearing and Forwarding agents - 15
A strong sales force of over 400 people.
400 Distributors and Stockiest
16000- Retailers and Dealers
Divisions and Organization
Page 40
The company comprises of following divisions:
Appliances Division
White Goods Division
Firsts to Its Credits / Achivements:
1st company to launch 3 Jar Mixer.
1st company to launch Juicer Mixer Grinder.
1st company to launch Dishwasher.
1ST company to launch Halogen Heater
Present Customer Base
10 million Mixer Grinders.
5 million Juicer Mixer Grinder.
2 million Electric Iron.
HUMAN RESOURCE AT Maharaja Whiteline Appliances
Page 41
Vice President Sales
National Sales Manager
Regional Sales Manager
Branch Manager
Areas Sales Manager
Sales Officer
Organizational Hierarchy
Page 42
The above is the hierarchy at Maharaja Whiteline Appliances , Patel
Nagar, Head Office. Starting from Sales Officer, the highest job position is
of Vice President Sales. Promotions are made in the above sequence only.
Recruitment is made from the Naukri.Com and HR Consultant for all the
above posts.
GOLDEN EYE VISIONS:
Golden eye vision is nothing but it is Maharaja Whiteline vision to achieve
prosperity. It is lies on
To provide quality, reliability and good value in the products we sell
and service and become market leaders in whatever we take up for
marketing ,
To improve our competitiveness by constantly increasing the
performance of our manufacturing, development, marketing and
administrative functions i.e. price competitiveness.
To develop the right relation between the company and all its
customers so that the customers needs are met simply and effectively.
To be on always dynamics whether markets are good or bad.
Page 43
QUALITY POLICY:
The quality policies made by Maharaja Whiteline are:
1. Continual improving technical as well as self of our team members and
service provides through training and awareness.
2. Continual improvement in the effectiveness of our quality management
system by way of improvements in all our operation.
3. Providing product relating market feedback to the business unit for
continuous product improvement.
4. Making service properly available through our service provides and
maintaining the progress by our team members.
AFTER SALES-SERVICE ACTIVITIES:
After sales service activities of Maharaja Whiteline is compete with others
companies.
In the below there are after sales-service activity of some companies.
MAHARAJA WHITELINE.
The sales service activities by the maharaja whiteline are average in South
Delhi. Customers are highly satisfied in some of the market of South Delhi
but some of the markets are also very disappointed with the after sales and
services facility provided by the Maharaja.
Customers lodge their problems into dealers or shop from where
customers buy their product. In a quick service by technician of
Page 44
Maharaja solve problems in a short time or time interval. Company also
provides the home service i.e. first in first out. If the product is on
warranty period than there is no charge require for the service or
maintenance, otherwise pay a amount as per the company policy. If
any customers is facing problem for delaying the service from the
shops, they can lodge their problem into Maharaja Whiteline customer
care service provider in the office.
My survey report is showing that 62% customer of Maharaja Whiteline
user in South Delhi market are satisfied on service provided by Maharaja
Whiteline and 43% customers lodge that solve their problem within a
week.
KENSTAR
Kenstar also recognizes the important of after sales service to the
consumers. This is why they are constantly engaged in enhancing the
level of consumer satisfaction – a true demanding task in itself. the
kenstar service department has developed a unique module of service that
enable consumer attendance in less than 24 hours, starting from the time a
complaint is launched in any part of the country.
After sales service activities by the kenstar is very bad. Customers are
facing lots of problems due to bad service activities. Customers pay the
amount for after sales service but they are highly dissatisfied because of
poor service or no service. They lodge their problem but technician of
kenstar are not taking serious, and pending the problems for long time
Page 45
kenstar the avoiding the responsible from the service or maintenance of
products. Some of the consumer has given threat that they will lodge a file
Against KENSTAR into consumer forum. Customers have given some
comments on KENSTAR such as
No after sales service
PHILIPS:
Philips is the second leading brand for mixer grinder in Kolkata market.
The after sales service activity is very good. Customers lodge their
problems into the shops or retailers or dealers and as soon as possible they
solve their problem. Others ways company technician go to the customers
home and solve the problems. Due to the quick service and maintenance
product after sales, customers are satisfied on service activity by PHILIPS.
BAJAJ ELECTRICALS LTD.
The sales service activities by the Bajaj Electrical are good in the market.
Customers are satisfied by the service facility provided by the Bajaj.
Customers lodge their problems Bajaj solve their problems in a short time
this Company also provides the home service
Page 46
Competitors of Maharaja Whiteline
Page 47
PRODUCT PROFILE
Maharaja Whiteline Industries Ltd. caters to almost all the Home
appliances products which are required in normal day-to-day life from
morning till night. Some of example are in the sequence of morning to
night are :- water heater, tea/coffee maker, ovens, toasters, mixer grinder,
food processer, steam & dry irons, air-coolers, heaters, gas stoves,
emergency lights, etc. the company sources distribution, more than 16000
Retailers & Distributors for selling mixers and appliances and have service
centre to take care of its strong brand and after sales services.
Home Appliances:
Home Appliances: kitchen Appliances:
T.V. Juicer Mixers Grinder
Refrigerator Mixer Grinder
Washing Machine Wet Grinder
Halogen Heater Rice Cooker
Air – Cooler Food Processors
Geysers Toasters
Vaccum Cleaner Hand Blender
A.C. Cooktop
Music System Juice Extractor
Iron, DVD Player Microwave Oven
MODELS OF MAHARAJA WHITELINE MIXER GRINDERS &
Page 48
FEATURES:
SMOOTHIE
MAKER JUICER
MIXER GRINDER
MX - 113
REAL JUICER
MIXER GRINDER
JX - 207
ULTIMATE JUICER MIXER
GRINDER JX - 205
- Convienient stir stick
- High Low pulse &
- Switch off button
- Stainless steel blades
- Spout to dispense
smoothie
- Detachable jar
- Shock proof ABS
body
- Thermal overload
protection
- 1. 8Itr. capacity larger
PC smoothie jar
- 600 W powerful motor
- Circuit breaker
- 450 W heavy duty
motor
- 2 jars
- 1 See through blender
jar
- 1 stainless steel
chutney jar
- Shock proof ABS
body
- Overload preventation
mechanism
- 30 minutes rating
- 2 Speed piano switch
with pulser
- 450 W heavy duty
motor
- 4 jars
- Online juicer jar
- See through blender
jar
- Shock proof ABS
body
- Overload preventation
mechanism
- 30 minutes rating
Page 49
NOVA
JUICER MIXER GRINDER
JX - 204
MARK - I
JUICER MIXER GRINDER
JX - 201
- 450 W heavy duty motor
- 3 jars
- Online pulp remover
- See through blender jar
- Shock proof ABS body
- Overload preventation
mechanism
- 30 minutes rating
- With full apple insertion in single
time.
- 450 W heavy duty motor
- 2 jars
- See through blender jar
- Shock proof ABS body
- Overload preventation mechanism
- 30 minutes rating
- 1 stainless steel chutney jar.
Page 50
MODELS OF MAHARAJA WHITELINE NEW AIR - COOLERS &
FEATURES:
Bravo
-Large 65 Ltr. water tank capacity
-Auto Louviers for uniform distribution of air.
-Aroma Stick for Fragrance
-Base mounted powerful fan for noiseless performance
-Rust proof all ABS body
-Four way air deflection system
Page 51
Macho
-Low Noise
-Latest state-of-the-art design
-Uniform water distribution
-Rust proof all ABS Body
-Special Wood wool evaporative pads
-Large 45 Ltr. water tank capacity
-3 side easy to open side grill
Page 52
Bravo DLX
-Large 65 Ltr. water tank capacity
-Unique Rotary grill Design for all round air Deflection
-Aroma Stick for Fragrance
-Base mounted powerful fan for noiseless performance
-Latest state-of-the-art design
-Large 65 Ltr. water tank capacity
-Auto Louviers for uniform distribution of air
-Aroma Stick for Fragrance
-Base mounted powerful fan for noiseless performance
-Latest state-of-the-art design
Range of White goods
Page 53
Refrigerator
- Stainless Top freezer
- Refrigerator with Internal
- Dispenser
Washing Machine:-
- 8.0kg capacity
- Easy Movement
- 100% Rust Proof Body
Page 54
MAHARAJA WHITELINE PRODUCTS:
Page 55
Page 56
Page 57
CHOPPER ATTACHMENT
Page 58
FUNCTION OF CHOPPER ATTACHMENT:
Page 59
Purchase occasions
Page 60
Exhibition of Maharaja Whiteline in IITF’08
Page 61
Page 62
RESEARCH METHODOLOGY:
This research study involves knowing the brand positioning of Mixer
Grinder adopted by Maharaja Whiteline Ltd. What uniqueness and
special features it has got in its product which differentiated it form
its competitors and also how Brand Positioning is stimulates.
Process of the Researches:
I have completed my project with visiting different market dealers and
customers in South Delhi market to analyze the how Brand positioning
help to boost up their sales in comparison on their competitors.
So entire project was divided into three parts:
1. Conducting market research in the various part of the city in order to get
the idea about the effectiveness of Brand Positioning in bringing the
customers and dealers satisfaction.
2. Retailers or dealers perception, views or satisfaction level regarding the
product they are using.
3. Identification of the factor that are responsible for the dealers or
consumers response towards these brand positioning.
· Like whether offered sales promotion,
· Brand loyalty,
· Approaches towards the new product,
· Explore needs of the consumers
Page 63
TYPE OF STUDY:
My study is an Empirical Research. Empirical research is practical or data
based research. Whatever I have done relies on the experience and
observations. Lastly the conclusions with which I have come up are
capable of being verified.
DATA SOURCES:
I have collected the data from different area in the South Delhi market.
Data are collected through both the primary and secondary sources.
Primary data are collected from the market by circulating questionnaires to
the respondent and the secondary data are collected from web sites and
published material as listed in the bibliography.
DATA COLLECTION METHODS:
The data has been collected through a personal survey.
SAMPLING METHODS:
This research is based on the non probability Quota sampling methods.
Since I have selected my sample dealers or distributors according to
channel wise, So it is Judgment sample rather than random sample. Apart
from that I also selected most accessible population members.
Page 64
DATA COLLECTION INSTRUMENT:
I have collected data using face to face (personal interaction) for the
customer’s views and dealers views and Scheduling methods for
analyzing the customer’s and dealer’s satisfaction and the effectiveness of
the branding after sales-service. Scheduling methods are those methods in
which a schedules containing relevant question are prepare and than
enumerators fill the schedules and the basis of the reply given by
respondent. My questionnaire consists of both open ended and close ended
question.
INFERENCES:
During process I have found out that personals interaction reveals in depth
information as customers and dealers give the detail information about the
market, service, and satisfaction levels. Careful listing to those given
important information like their needs, their perception for the brand etc.
scheduiling method is a structured and the directive methods of the survey.
It can be done at the large scale as compared to the face to face methods.
The disadvantage with this method is that it does not reveal in depth
information may not be even reliable.
Page 65
Delhi market is vast area that’s why survey was conducted only South
Delhi by using interviews and questionnaire. Questionnaire is later
analyzed to draw the conclusive result.
Sample Size: - Sample size was taken
Dealers:- 20
Malls:- 3
Consumers: - 80
Sample Unit: - South Delhi market
Survey Period: - 5-7-2010 to 17-7-2010
Page 66
DATA ANALYSIS AND INTERPRETATION:
Note: sample data presented below are collected from the 20
dealers/distributors of Maharaja Whiteline in South Delhi market and 80
consumers from different areas.
Based on which the data are analyzed:
Consumer satisfaction level
Dealers satisfaction
On the basis of customer’s preference and their satisfaction
report is given bellow:
(1)The appliances used by the customers other than Maharaja Mixer Grinder:
Appliances customers Percentage
Iron 62 77.5
Toaster 53 64.25
Cooler 47 58.75
Microwave oven 29 36.25
Others 32 40
Page 67
Appli-ances
Iron Toaster Cooler Mi-crowave
oven
Others
Series1 0 62 53 47 29 32
Series2 0 77.5 64.25 58.75 36.25 40
51525354555657585
0
6253
47
29 32
0
77.5
64.2558.75
36.25 40
Axis Title
Interpretation: out of survey of 80 customers on different areas of
Delhi market, 77% are using irons, 36% are using microwave oven, 64%
are with Toaster, 59% are using coolers and 40% are using other home
appliances than mixer grinder.
Recommendation: we have to keep in mind other products of home
appliance like Irons, Microwave Oven etc those are very customer’s
choice able products
Page 68
(2) The factors which customers are more consider at the time of purchase of
Mixer grinder or Home appliance product:
Factors
No. of
Customers Percentage
Product Quality 71 88.75
Functionality/Features 34 42.5
Price 44 55
Durability 23 28.75
Service Quality 31 38.75
Brand Name 38 47.5
Factors Product Quality
Functional-ity/Fea-
tures
Price Durability Service Quality
Brand Name
Series1 0 71 34 44 23 31 38
Series2 0 88.75 42.5 55 28.75 38.75 47.5
5
15
25
35
45
55
65
75
85
95
0
71
34
44
23
31
38
0
88.75
42.5
55
28.75
38.75
47.5
Axis Title
Page 69
Interpretation: After surveyed of 80 customers I found that 71 or 89%
customers go with the product quality and 31 or 39% customers go with
service quality and features of the product. 44 or 55% are with price.
Recommendation: we have to keep the quality of the product
outstanding as price and use the better material so that do not damage due
to over heat.
(3) The time taken to resolve the complaint:
Days No. of Customers Percentage
Same Day 0 0%
Within 2 Day 0 0%
Within 3 day 9 11.25%
Within 1 week 21 26.25%
Page 70
11.25%
26.25%
Chart TitleDays Same Day Within 2 Day Within 3 day Within 1 week
Interpretation: After the surveyed of 80 customers I got that 47%
customers are with more than three day and 11% time taken within three
days respectively. No one customer’s complaints solve on same days.
Recommendation: we have to try to keep available all parts of the
product and the ratio of technician and complaint rate is a mater.
Page 71
(4) . Customers recommend to others to use the Maharaja Mixer
grinder:
Recommended To Others Percentage
Yes 37 46.25
No 29 36.25
No Ans 14 17.5
Yes No No Ans
37
29
14
46.25
36.25
17.5
Recommended To Others Percentage
Page 72
Interpretation: out of surveyed of 80 customers of different area of
Delhi market, 469% customers recommended to others to use the
Maharaja Mixer grinder, and 36% customers have not recommended to
others
Recommendation: To keep the quality best and to provide better &
quick service so that increases the satisfaction level of Maharaja Mixer and
placed in customer mind.
(5)Level of satisfaction of price rate of Maharaja Mixer in reference of other
brand:
Satisfaction level No. of customers Percentage
Satisfied 29 36.25%
Highly Satisfied 38 47.50%
Moderate 17 21.25%
Highly Dissatisfied 11 13.75%
Page 73
36.25%
47.50%
21.25%
13.75%
SatisfiedHighly SatisfiedModerateHighly Dissatisfied
Interpretation: out of surveyed of 80 customers of different areas of
Delhi market, 47% highly satisfied and 36% satisfied, 21% moderate and
13% are dissatisfied the price rate of Maharaja Mixer Grinder reference to
other brand of Mixer Grinder.
Recommendation: We have to convince that persons why Maharaja
has taken this price compare to other brand of same product.
Page 74
(6)Level of satisfaction of service quality of Maharaja Mixer in reference of
other brand:
Satisfaction Level No. of Customers Percentage
Satisfied 23 28.75%
Highly Satisfied 4 5%
Moderate 12 15%
Highly Dissatisfied 17 21.25%
No Answer 24 30%
29%
5%
15%21%
30%
SatisfiedHighly SatisfiedModerateHighly DissatisfiedNo Answer
Interpretation: After surveyed in Delhi market, Only 5% customers
are highly satisfied and 29% are satisfied on service quality in reference of
other brand of mixer grinder. 15% are moderate and 21% are highly
Page 75
dissatisfied and 30% are given No answer on service in reference of other
brand.
(7)Satisfaction level of quality of Maharaja Mixer in reference of other brand:
Satisfaction Level No. of Customers Percentage
Satisfied 31 38.75%
Highly Satisfied 22 27.50%
Moderate' 17 21.25%
Highly Dissatisfied 10 12.50%
38.75%
27.50%
21.25%
12.50%
SatisfiedHighly SatisfiedModerate'Highly Dissatisfied
Page 76
Interpretation: Out of surveyed 80 customers in different area in Delhi
market, 27% customers are highly satisfied and 39% are satisfied on
quality of Maharaja mixer in reference of other brand. 21% are moderate
and 12% are highly dissatisfied on quality in reference of other brand of
Mixer Grinder.
(8)The customers are from where they get the information about Maharaja
Whiteline:
Page 77
13%
6%
52%
29%
Chart Title
T.VRdioNewpaper/MagazineFriend/colleaguesDirect Mail LeafletsLocal OutletsOthers(Neighbours)
Interpretation: out of surveyed of 80 customers in Delhi market in
different areas, 52% customers are getting information about Maharaja
Whiteline from local outlet and 29% are from Neighbors, 13% are getting
information from friend/ colleagues.
Page 78
Recommendation: some customers told that they have not been seen
any advertisement about Maharaja whiteline. We have to advertise the
Maharaja products on radio or banner or we can use print media.
(9)Consumers know about chopper in Juicer Mixer Grinder:
39%
61%
Chart TitleConsumer aware Consumer not awared
Interpretation: Out of surveyed of 80 customers only 39% consumers
are aware about the function of chopper and 61% are unawared.
Recommendation: Those customers are awared just because of they
are using Food Processors. So, we have to do advertise for this a lot.
Page 79
(10) Customers who knows about the Maharaja Whiteline New Chopper
Attachment Product:
23.75%
76.25%
Chart Title
yesNo
Interpretation: Out of surveyed of 80 customers, the customers who
know about the Maharaja Whiteline Chopper attachment are only 24% and
there are 76% of customers are not aware of this product.
Recommendation: The same as above.
Page 80
(11) Customers who likes the idea of Chopper attachment which Maharaja
Whiteline provide with all of its Mixer Grinder:
73.75%
26.25%
Chart Title
yesNo
Interpretation: Out of 80 surveyed there are 74% of customers are
those who were liked the idea of chopper attachment provided by the all of
the Mixer Grinders of Maharaja Whiteline and only 26% of customers said
no.
Page 81
On the basis of dealer’s preference and their satisfaction
report is given bellow:
1. Available of Brands other than Maharaja Whiteline Mixer Grinder in Stores of South Delhi market:
TYPE BRANDSNO. OF STORES PERCENTAGE
1 BAJAJ 12 60
2 KENSTAR 11 55
3 PHILIPS 17 85
4 INALSA 8 40
5 OTHERS 9 45
Page 82
BAJAJ KENSTAR PHILIPS INALSA OTHERS
12 1117
8 9
6055
85
4045
BRANDS STORE OTHER THAN MAHARAJA WHITELINE
Series1 Series2
Interpretation: Out of 20 surveyed stores of different areas, 60% stores have BAJAJ Mixer Grinder including Maharaja mixer and 85% stores have PHILIPS Mixer Grinder including Maharaja Mixers. A little percentage i.e. 40% INALSA and 55% KENSTAR and 45% others brand like Compton, prestige, local brand of mixer available
Page 83
2. Dealers/ Distributors response towards after sales service activity by Maharaja whiteline
SATISFACTION LEVEL DEALERS CUSTOMERS
Highly Satisfied 7 15
Satisfied 12 20
Moderate 5 25
Highly Dissatisfied 9 20
35%
60%
25%
45%
Level of satisfaction of Dealers after sale-service
HIGHLY SATISFIEDSATISFAIEDMODERATEHIGHLY DISSATISFIED
Page 84
19%
25%
31%
25%
Level of satisfaction of customers after sale-service
HIGHLY SATISFIEDSATISFAIEDMODERATEHIGHLY DISSATISFIED
Interpretation: Out of total surveyed 80 customers and 20 stores, 35% & 19% are highly satisfied and 60% & 25% are satisfied. Here is a 25% dealer and 31% consumers are moderate on after sales-service activity given by Maharaja Whiteline and 45% & 25% are highly dissatisfied.
Recommendation: Overall 44% customers are satisfied by the after sales-service activity of Maharaja Whiteline Ltd.
We have to provide better and quick service if possible we can provide them to entry their problems through mail so that it can be quick service. We can give the customer home service at first call.
Page 85
3. The first moving Mixer Grinder Brand other than Maharaja Mixer:
Bajaj Philips Kenstar
First Moving 12 6 2
Percentage 60% 30% 10%
1
3
5
7
9
11
1312
6
2
60% 30% 10%
First Moving Brand other than Maharaja Whiteline Mixer
Axis Title
Page 86
Interpretation: This figure shows that First Moving brand other than Maharaja mixer Grinder. Out of 20 stores 12 stores or 60%says that other than Maharaja Whiteline mixer grinder Bajaj mixer is first moving brand and 40% store say that other brands like Philips, Kenstar etc.
Recommendation: This shows that the close competitor of Maharaja Whiteline Mixer Grinder is Bajaj mixer grinder. We have to keep on track the satisfaction level of the dealers/ distributors so that the sales figure goes high and maintain the brand position in Delhi market.
4. The satisfaction level of dealers/distributors with ease of doing business on Maharaja Whiteline Ltd.
Page 87
Highly satisfied 7
satisfied 8
Moderate 2
Highly Dissatisfed 3
35%
40%
10%
15%
Chart Title
Highly satisfiedsatisfiedModerateHighly Dissatisfed
Interpretation: out of 20 surveyed dealers, 35% are highly satisfied and 40% are satisfied with ease of doing business with Maharaja Whiteline Ltd. Here is 15% persons are dissatisfied. And a less that is 10% are moderate on ease of doing business.
Recommended: Here is not any dissatisfaction level; this is good sign for company. We have to keep on this so that gets a better brand position.
Page 88
5. Level of satisfaction the knowledge level of sales team of Maharaja Mixer Grinder:
Highly satisfied 3
satisfied 12
Moderate 4
Highly Dissatisfed 1
15%
60%
20% 5%
Chart Title
Highly satisfiedsatisfiedModerateHighly Dissatisfed
Page 89
Interpretation: out of 20 surveyed dealers, 15% are highly satisfied and 60% are satisfied with knowledge level of sales team Maharaja Whiteline Ltd. Here is only 5% of persons who are dissatisfied. And a less that is 20% are moderate on level of knowledge of sales team.
Recommendation: We have to provide better training program and improve the communication skill of sales team. So that more will be highly satisfied.
6. Dealers/Distributors response towards having Maharaja whiteline Chopper Attachment
55%
45%
Chart Title
YesNo
Page 90
Interpretation: Out of 20 surveyed stores of different areas, 55% dealers/distributors having chopper attachment mixer grinder and rest 45% dealers not interested in dealing.
Recommendation: We have to make the planning for chopper attachment for its business because it is not popular as much in the market as this product has capability.
Page 91
Finding and Suggestions
1. Secondary supports play an important role in the customer mind and
create awareness among the customers. The secondary support
includes Demonstration, Exhibition & Even Sponsors.
2. From the survey it was found that majority of customers buy the
consumer durables on the Dealer’s approach.
3. From the survey it was found that majority of customers buy the
consumer durable goods on the Brand name.
4. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.
5. In Survey we found that Maharaja Whiteline has captured maximum
market in kitchen Appliances. Maharaja Whiteline dominates Mixer
Grinder and Juicer Mixer Grinder.
6. Maharaja Whiteline and Bajaj have bottle neck competition in Mixer
Grinder category.
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7. The product is well aware and it is in mind of Customers.
8. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.
9. From the Survey we found that Maharaja whiteline can available their
product for customers in low rate other than their competitors like
Bajaj, Philips, kenstar etc.
10.From the Survey we found that Maharaja whiteline is Known for his
product mainly i.e., Mixer Grinders. It is no doubt that Maharaja
Whiteline stared their business with Mixer Grinder and Today it
exploring his business almost in all category of Home Appliances but
Today also it is well known for his main Mixer Grinder product.
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Recommendation and Suggestions
1. Company should try to improve their business in which category they
shares less than 50% by adopting some market rule for business like
Display Models means Advertisement
2. Company should try to adopt the Advertisement for his product from
“Above the line” because Today’s market truth is “JO DIKHTA HAI
WO BIKTA HAI”.
3. Also it helps in advertising for the new products. Like the Exhibition
of “Chopper Attachment”.
4. Company should try to improve service because in long run it may
hamper the company’s profit.
5. Company should concentrate more on its major drivers Mixer Grinder,
Iron and Toaster. Branding and promotions should be done effectively
as it creates a long lasting image in the mind of customers.
6. Company should also cater to the needs of sub dealers as some of the
sub dealers have potential of high sales.
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BIBLIOGRAPHY
References:
Books Authors
Marketing Research : Naresh Malhotra
Marketing Management : Philip Kotler
Research Methodology : C. R. Kothari
Websites:
www.maharajawhiteline.com
www.google.com
www.asklaila.com
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