iip project on cease fire

On“Market Analysis and Competitors Analysis of Fire Extinguisher”

Submitted To:- Submitted by:-

Prof. Rupesh Kumar Sinha Chandradeep Dubey

Mentor (Asst. professor) PGDM

IFIM Business School Batch: - 2008-10

Bangalore

IIP REPORT IFIM Business School

A study on

“Market Analysis and Competitors Analysis of Fire Extinguisher”

AT

“Ceasefire Industries Ltd.”

BY

Chandradeep Dubey

SECTION-A

PGDM

A Report Submitted In Partial Fulfilment Of

The Requirement of PGDM (2008-2010)

IFIM BUSINESS SCHOOL

BANGALORE

Under the Guidance of,

External Guide: Internal Guide:

Mr. Tino Jose Prof. Rupesh Kumar Sinha

2 |C r e a t e d b y : C h a n d r a d e e p d u b e y ( B A T C H - 0 8 - 1 0 )


DECLARATION

I, ______________________ hereby declare that the project report

entitled “Market Analysis and Competitors Analysis of Fire Extinguisher”

Under the guidance of Prof. Rupesh Kumar Sinha submitted in partial

fulfilment of the requirements of INSTITUTE OF FINANCE &

INTERNATIONAL MANAGEMENT.

The project or any part of it has not been previous submitted for any degree.

Date:- ............................... Chandradeep Dubey

Place:- ............................... PGDM (2008-10)



ACKNOWLEDGEMENT

Before getting into the theme of the IIP project provided to me, I would like to add a

few words of gratitude for the people who were part of this project in numerous ways,

people who provide an unending support right from the stage, the idea was

conceived.

IIP PROJECT is an important part of the Post Graduate Degree in Business

Management program and I would like to express my heartfelt gratitude towards

“CEASEFIRE Industries Ltd.” for giving me this opportunity.

These projects would not have been possible without the help and guidance of my

industry guide Mr. Tino Jose (Sen. Territory Manager). I am also grateful to all staff

members for the co-operation.

I acknowledge with sincere thanks Mr. Rupesh Kumar Sinha, my project guide, for

his constant advice, constructive criticism, able guidance, constant encouragement

and the right amount of personal touch, which enable the project in its present state.

I would also like to thank my Parents, my friends and my colleagues who directly or

indirectly were the constant source of inspiration and support which lead to

successful completion of this report.

Last but not the least I would thank almighty for showering his blessings and helping

me at each step.



Table Of Contents



Chapter Number

Topic Page Number

CHAPTER 1 General Introduction 8

Introduction to the study 9

Background to the study 10

CHAPTER 2 Introduction to the problem 14

Title of the study 14

Statement of the problem 14

Objective of the study 15

Scope of the study 15

Limitation of the study 16

CHAPTER 3 Company profile 17

History of Ceasefire 17

Organizational chart and

departments

21

Products/services profile 22

Chapter Number

Topic Page Number

CHAPTER 4 Review of Literature 35



Operational definitions 35

Literature review 37

Theories applicable to the

study

40

CHAPTER 5 Research Methodology 45

Qualitative Analysis 45

Sampling 45

Tools for data collection 46

Field work 46

Methods of data Analysis 46

CHAPTER 6 Data Analysis 47

Primary Data Analysis48

Chapter Number

Topic Page Number



CHAPTER 7 SWOT Analysis 59

Summary of findings 60

Suggestions and recommendations

61

CHAPTER 8 Conclusion 62

References 63

Annexure 64

Chapter-1



General Introduction

Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz Engineer. At

that time it basically deals in the domestic market. The first extinguisher that

was introduced was Halon 500gm. Then in 1993 MAP extinguisher was

developed in order to penetrate into the commercial and industrial segment. It

ranges 1.2.and 5 kg. Then they came off with security division which has video

door phone, security panel and CCTV in the month 2006. In 2008 they started

the detection division which has a variety of products like sprinkler, wired

detector. In 2009 they are focusing on the residential division and finally came

up with 4 colure gassy detector of 500gm which would also enhance the beauty

of the interiors. The company is the major leading player in the fire safety

products.

The company has also come up with stand alone detectors like CFR-SD-DT,

CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector.

The Ceasefire Industries Ltd. has a very good relation building with the foreign

Brand Hochiki and Visonic.

Introduction to the study



Ceasefire launched its range of domestic fire extinguisher a few decades ago,

created a new market altogether, dominated it, and in a few short years was

named one of the top 10 marketing successes of the decade, alongside stalwarts

like Levers and Colgate.

Today, Ceasefire spans home, commercial and industrial fire safety and creates

a new customer every 15 minutes. Such rapid growth demand exceptional

service delivery. Its sales and services network reaches out to 300 cities and

towns across India, and a dedicated toll free helpline is accessible 24/7.

With a clear leadership position in every possible area of fire protection,

ceasefire is moving aggressively into an enhanced product range.

The launch of new fire fighting products such as heavy-duty Monnex

Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion

Properties (ODP) and a number of other high capacity extinguishers will ensure

that Ceasefire extinguisher will ensure that Ceasefire retains in the country’s

fire protection market.

In addition, products from our Home Safety Division are already making their

presence felt in the market. The gas leak detector, smoke detector and

650gm/1kg designer fire extinguisher that make up this range give us the first

mover’s advantage over the competition.



Background to the study:-

Fire is a deadly force. It kills thousands every year. Strikes a home or an office

every twenty minute. Causes lakhs worth of damage every single day. When

you are faced with powerful enemy such as this, you need a potent arsenal. A

range of weapons engineered at the very edge technology. Ceasefire, the name

that has been synonymous with fire safety, now brings a basket of range of

products.

Combustion is a chemical reaction in which a fuel is rapidly oxidized. Three

things are required to sustain a fire:

Oxygen (more properly, an oxidizing agent)

Fuel (a reducing agent)

Heat



Therefore, to kill a fire, you must deny the fire one or more of these three

things. You may:

Exclude oxygen from the fire.

Remove the fuel on which the fire is feeding.

Lower the temperature.

Types of Fires:-

There are four classes of fires, categorized according to the kind of material that

is burning. For the first three classes of fires, there are two sets of colour- coded

icons in common use. One or both kinds of icons appear on most fire

extinguishers to indicate the kind of fire against which the unit is intended to be

used. There is only one icon used to indicate the fourth (class D) kind of fire.

Class D fires involve uncommon materials and occur in fairly specialized

situations. Note that any given fire can fall into more than one class; a fire that

involves both burning paper and kitchen grease would be a class AB fire.

Class A fires are those fuelled by materials that, when

they burn, leave a residue in the form of ash, such as

paper, wood, cloth, rubber, and certain plastics.



Class B fires involve flammable liquids and gasses, such

as gasoline, paint thinner, kitchen grease, propane, and

acetylene.

Fires that involve energized electrical wiring or

equipment (motors, computers, panel boxes) are Class C

fires. Note that if the electricity to the equipment is cut, a

Class C fire becomes one of the other three types of

fires.

Class D fires involve exotic metals, such as magnesium,

sodium, titanium, and certain organ metallic compounds

such as alkyl lithium and Grignard reagents

Stages of fire:-

There are three stages of fire:-

Stage 1:- IGNITION

At this stage, the fire is relatively small. But unless controlled swiftly, it will

spread and grow, increasingly rapidly. This is the only stage at which a fire

extinguisher can be safety used.



Stage 2:- CRITICAL

At this stage, fire begins to move rapidly over large areas, and large volumes of

extinguishing agent are necessary to fight the growing fire. At this point, only

sophisticated sprinkler system can be used.

Stage 3:- BLAZE

At this stage, the fire is out of control and could require 1000s of litres (kgs) of

fire extinguisher agent. Only the fire brigade can have any chance of putting

out of fire at the Blaze Stage.



Chapter-2

Introduction to the Problem

Title of the study:-

“Market Analysis and Competitors Analysis of Fire Extinguisher”

Statement of the problem:

Ceasefire Company is a No. 1 leading company in fire extinguisher. This

Company is providing services in the market from the last 2 decades. This

company provides a basket of products to the consumers. With the help of

research and development, company is providing different- different types of

extinguisher, which works on different- different types of fires.

This Sector is too much unorganized.

There is not any proper channel of marketing.

This industry is totally depending on direct marketing.

Most of the companies are not providing the appropriate information

about the fire.

Most of the persons are not having a sound knowledge of fire and types

of fire extinguisher.

Government rules, norms and regulations.



Objectives of the Study:

To understand about the company

To understand about the company’s products and services

To understand about the strategies of companies as well as competitors

To understand about the organizational structure of the company

To understand about the sales and distribution of the company

To access the current demand of companies product in the existing

products

Scope of the study:

Direct marketing plays a vital role in the business development of ceasefire

Industries in India. To understand the customer behaviour of buying pattern of

fire extinguisher. What is the main strategy is adopted by the competitors to

increase the sales.

The project also includes the brand equity and awareness levels of ceasefire

products among the target group and measures to increase the Brand Recall on

Top Of the Minds of the Customer’s. My main aim of the study, understands

the process of Direct Marketing at Ceasefire industries to make it more

effective and efficient.



Limitations of the study:

Due to confidentiality rules in the company I am able to produce only

indicative figures of the research made to recognize the solution to the

problem.

Most of the data is taken from the company site and from the mentor.

Unable to get competitors details

Study is totally one-sided.

Scope of the study is limited as it is mainly concern for the fulfilment of

academic purpose and company’s requirement.



Chapter-3

Company Profile

History of the Company:











products.

Ceasefire is committed to its premium quality ever since its inception in

September 1989. In the past 20 years Ceasefire has been constantly inspired by

innovation and excellence, thereby ensuring convenience and quality to its

customers. It is backed with two technologically advanced manufacturing units

at Dehradun. Due to our commitment to quality and innovation, Ceasefire is

honoured with a comprehensive market share in the voluntary segment. All



Ceasefire products are backed by a committed after-sales service, in order to

ensure that we are never far from our customers’ reach, whenever they need us.

With the approvals of ISI, Conformity European (CE) and Underwriters

Laboratories (UL) Ceasefire products are really agreed to be of world-class

quality and of utmost reliability. Ceasefire Industries Limited has been

conferred the ISO 9001:2000 certification assuring you the best products and

services available in India today.

The company has also come up with stand alone detectors like CFR-SD-DT,

CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector.

The Ceasefire Industries Ltd. has a very good relation building with the foreign

Brand Hochiki and Visonic.

Ceasefire launched its range of domestic fire extinguisher a few decades ago,

created a new market altogether, dominated it, and in a few short years was

named one of the top 10 marketing successes of the decade, alongside stalwarts

like Levers and Colgate.

Today, Ceasefire spans home, commercial and industrial fire safety and creates

a new customer every 15 minutes. Such rapid growth demand exceptional

service delivery. Its sales and services network reaches out to 300 cities and

towns across India, and a dedicated toll free helpline is accessible 24/7.



With a clear leadership position in every possible area of fire protection,

ceasefire is moving aggressively into an enhanced product range.

The launch of new fire fighting products such as heavy-duty Monnex

Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion

Properties (ODP) and a number of other high capacity extinguishers will ensure

that Ceasefire extinguisher will ensure that Ceasefire retains in the country’s

fire protection market.

In addition, products from our Home Safety Division are already making their

presence felt in the market. The gas leak detector, smoke detector and

650gm/1kg designer fire extinguisher that make up this range give us the first

mover’s advantage over the competition.



VISION:

“To be the No. 1fire extinguisher in the Indian Industry”

Our AIM

“Our main aim is to ensure that our customer is safe from the occurrence

of and destruction due to fire.”

That’s why we offer a wide range of products and services that enable the

prevention and cure of fire. Our range of products includes Portable Fire

Extinguishers, Smoke Detectors and Escape Signage’s.

We are in the process of rolling out another series of world-class fire safety

solutions, including modular fire extinguishers, paneled and wireless smoke

detectors, ABC type extinguishers with better grading etc. All this is with the

sole intention to serve our valued clients better.

STRATEGY:

Easy snap safety seal

State-of-the-art pressure gauge

Controllable discharge system

Instalert

EPDM rubber pipe

5 years warranty



Organizational chart

There are four Regional Managers for four different zones. Ceasefire Industries

Ltd. has divided our country into four zones: South, North, East and South and

has allotted different regional manager. All regional managers ultimately report

to General Manager. Each branch in a city/place has a HOL, who handles the

whole branch and all Territory Managers and Front liners report to him.


CEO

PRESIDENT

VICE-PRESIDENT

GENERAL MANAGER

REGINOAL MANAGER

BRANCH MANAGER

TERITORY MANAGER

FRONT LINERS


Ceasefire Products and Services

Ceasefire is present in almost all the areas of fire safety, namely, Prevention,

Detection, Fire Fighting and Escape.

Prevention:

Prevention is always better than cure. To prevent the occurrence of fire in our

clients' premises, we provide a comprehensive training package aimed at

helping laymen understand what fire is and act logically and sensibly in the

event of fire. We also provide a comprehensive Annual Maintenance

Contract (AMC) to our clients to maintain their fire safety equipments in their

peak performance.



Ceasefire has designed a comprehensive training package to keep our clients

prepared to fight the fire. The training is conducted in the form of four modules

ideally spread over a year.

Detection:

In this area Ceasefire has in offer Panel Smoke Detectors with wireless

technology. We also provide Stand-alone Smoke Detectors. Wireless SDs

with interconnectivity means that our clients' premises are completely protected

against fire, at the same time zero wiring is required. Normally, if Smoke

Detectors are to be installed in a built up area, the roof need to be chipped for

wiring purposes. So also, there are high chances for the wiring to be cut thereby

rendering the smoke detectors completely useless.

Fire Fighting:

In fire fighting, we have some of the most powerful and most effective

equipments presently available in India. The ABC range with SKUs of 2 Kg, 5

Kg, 10 Kg, 25Kg, 50 Kg, and 75 Kg along with the Power Series or the MAP

90 ensures that the capital investment is completely protected against fire.

We also provide Clean Agents with SKUs 2 Kg, 4 Kg and 6Kg. This happens

to be most effective Clean Agent presently available in the market.



Another product in offer is the Ceiling Mounted fire extinguisher 5 Kg & 10

Kg, with either powder-based extinguishing agent or clean agent, as the

requirement might be. This type of fire extinguisher is automatically activated

in case of a rise in temperature in the immediate surroundings.

Escape Systems:

Escape systems are most essential for safety of the employees working in the

organization, since there could be fires that cannot be controlled with portable

fire extinguishers. In such cases, the greatest concern will be the safe evacuation

of the manpower. For this, we provide, Escape Signage made of fire retardant

materials and glows in the dark for a long duration. Escape tapes to highlight

escape routes are also in offer. Escape Gear for trapped people to escape from

the fire.

This is also known as Ideal fire protection, it consists of: - Prevention,

Detection, Fire fighting and Escape system.

Ceasefire company is also makes the product for the home as well as industry

sector. Each sector is having different characteristics of fire. After seeing the

fire types we are going to decide the ideal fire protection for that building.



Home safety products

Your home is where your loved ones live. It is a place that is most treasured by

you. Yet, it is also the place that is most vulnerable to threat from fire. As many

statistics will prove, fires cause more damage to homes than any other calamity,

every day. Here is a range of products that will ensure that not only your home,

but also the people who live in it are safe, always.

DETECTION: - 1) Gas Leak detector

2) Smoke detector

Gas leak detector

In most houses, the kitchen is where the fire starts. Knowing the cause of the

fire is essential to fighting it the right way. This is where Ceasefire Home

Safety's Gas Leak Detector comes in. In a response time of less than 30 seconds,

it will alert you of the slightest gas leak and give your enough time to shut the

gas valve, open all windows and prevent a potentially dangerous fire from

breaking out.

With a detection range of 6 metres, and an operating temperature of 0 to 55

degrees Celsius, this detector can be installed right in the kitchen (2-4 metres

away from hot appliances). Its response time of less than 30 seconds ensures

that you are alerted of the smallest gas leak well in time. It has the ability to



detect both, LPG and natural gas. Its sensor life is (approximately) greater than

five years. This takes care of your maintenance problems..

Smoke detector

The Ceasefire Home Safety Smoke Detectors with their dual chamber ionization

sensor technology will give you continuous protection. They will warn you

against any potential fires. They have a loud (85 db) alarm which will guarantee

that you are alerted of a possible fire even if it is very late at night. A built in

escape light, on the ILE provides a critical light source in the event of a power

failure. An independent 9 volt power supply and a low battery warning system

ensure that the detectors are always in working condition.

Designer Fire Extinguishers

Fire spreads faster than you can imagine. If unchecked, it can turn into a blaze

in just a few minutes. And once fire has grown past a point, even the most

powerful extinguisher is futile against it. It is therefore critical to fight the fire

as quickly as possible. You need an extinguisher that is compact, lightweight

and can be activated in seconds.

Every Ceasefire extinguisher is engineered to deliver the maximum possible

speed and power, be extremely easy to use and, most importantly, be utterly

reliable. To reinforce the reliability factor, these extinguishers come with a 5-

year guarantee, so you know they will work when you need them to.



Add to it an added element of design and you have a designer fire engine in

your hand.

ABC powder

The 650 gm and 1 kg powder agent fire extinguishers will ensure that you are

fully equipped to fight a home fire, if there should be one. Ceasefire Home

Safety Powder Agent Extinguishers are easier to use than others because of their

lightweight 'point and shoot' design. The powder agent's quick action will save

you those vital few minutes in which a small spark in some corner of your

house can turn into an uncontrollable blaze.

Clean agent

The protection of your house must not come at the cost of your high value

assets. The Ceasefire Home Safety Clean Agent Extinguisher protects your

home and electronic equipment because it doesn't leave any residue, no powder,

and no mess. Just stops fire dead.

INDUSTRIAL SAFETY

Prevention system

To fight and defeat a fire at your workplace, you need to take two important

steps. First, you need to be armed with the knowledge of how to prevent a fire.



And second, you need a 100% reliable maintenance system for your equipment.

Ceasefire presents just such a comprehensive prevention system.

Operation Ceasefire: Training

A lack of training is your biggest fire risk. Of the many thousands of offices,

shops and factories that were gutted by fire last year, more than half probably

had fire extinguishers installed. The reason for this rather shocking statistic is

that even the most advanced fire fighting equipment is greatly hampered when

the user is untrained. Which is why it is legally mandatory in countries like the

US and UK for commercial establishments to conduct regular fire safety

training programmes for their employees.

AMC

The only people who are truly qualified to maintain your Ceasefire fire

extinguishers and smoke detectors are those who have designed and built them.

Ceasefire's Maintenance Programme is executed by a team of qualified

professionals who have years of experience. Buying equipment from Ceasefire

and then getting it serviced from a third party is like buying life saving

equipment from a trusted manufacturer and then leaving its maintenance to a

street-corner electrician.



Under Ceasefire's Comprehensive Maintenance Programme, our engineers visit

your premises once a quarter to conduct a series of checks on all the fire safety

products on your premises.

Maintenance for Ceasefire's smoke detection and security systems are no less

robust. Equipped with state of the art equipment, the Ceasefire range allows for

easy on-site maintenance. Thus we ensure that the level of quality and trust we

inspire with our products is carried on to yet another level.

Fire Extinguishers: Special features

Easy Snap Safety Seal

A safety seal that can be broken in seconds and is yet completely tamper-proof.

So simple that even a child could snap it open in seconds.

State-of-the-art Pressure Gauge

A pressure gauge that is the world’s smallest and is yet remarkably easy to read.

It is the only pressure gauge that can be tested, onsite, using a special magnet to

ensure that it is working perfectly and is 100% accurate.

Controllable Discharge Mechanism

A simple squeeze grip activation mechanism, allows you to control the

discharge and optimize use of the extinguishing agent.



Instalert

A unique fire alarm that sounds the second you pick up the extinguisher! Built

into the extinguisher bracket, the patented Instalert System acts both as an

instant fire alarm as well as a theft deterrent

EPDM Rubber Hosepipe

Superior grade EPDM rubber is far more flexible than the normal rubber used in

most hosepipes. EPDM is also far less prone to cracks.

5 Year Warranty

Ceasefire’s entire range of ABC and Clean Agent extinguishers come with an

unbeatable 5 year warranty

World Class Quality Control System

Virtually every Ceasefire extinguisher comes with ISO 9001 and CE

certification, and conforms to ISI standards.

CEASEFIRE Products list of fire extinguisher

VarityCEASE FIRE

product Range classespressure

agent warranty pricesPowder

Map 90 2 kg A,B,C &

ESF N2 5 Years 3750

Map 90 5 kg A,B,C &

ESF N2 5 Years 5580

Map 90 10 kg A,B,C &

ESF N2 5 Years 8160Map 90 25 kg A,B,C & C02 1 year 27000



ESF

Map 90 50 kg A,B,C &

ESF C02 1 year 45000

Map 90 75 kgA,B,C &

ESF C02 1 year 60000

Monnex 1 kg B & C N2 5 Years 4500Monnex 2 kg B & C N2 5 Years 7500Monnex 4 kg B & C N2 5 Years 12600

VarityCEASE FIRE

product Range classespressure

agent warranty prices

Clean agent

HCFC 123 2 kg A,B,C & ESF N2 5 Years 9900HCFC 123 4 kg A,B,C & ESF N2 5 Years 18600HCFC 123 6 kg A,B,C & ESF N2 5 Years 26700

HFC 236 2 kg A,B,C & ESF N2 5 Years 13500HFC 236 4 kg A,B,C & ESF N2 5 Years 24000HFC 236 6 kg A,B,C & ESF N2 5 Years 33900HFC 236 9 kg A,B,C & ESF N2 5 Years 42000

CO2 2 kg B,C & ESF SELF 1 year 6600CO2 4.5 kg B,C & ESF SELF 1 year 9300CO2 6.5 kg B,C & ESF SELF 1 year 12600

CO222.5 kg B,C & ESF SELF 1 year 36000

Water Water 9 lt. A N2 1 year 3900Water 50 lt. A C02 1 year 21000

Foam Foam 9 lt. A & B N2 1 year 4200Foam 50 lt. A & B C02 1 year 24000

Ceiling Mounted

Map 90 5 kg A,B,C N2 5 Years 6000Map 90 10 kg A,B,C N2 5 Years 9300

HFC 236 5 kg A,B,C & ESF N2 5 Years 32100HFC 236 10 kg A,B,C & ESF N2 5 Years 51300

Escape:



The last thing you need in a panic situation is pitch darkness. Within seconds of

a fire starting the first thing that usually happens is a breakdown of the power

supply to the premises. With no light source and dense toxic smoke filling the

air, most people will panic and find it difficult to get out of the premises safety.

The advantages of having Ceasefire products

All our ABC, Clean Agent, Monnex & Ceiling Mounted Type

Extinguishers come with a five-year warranty.

CO2 extinguishers come with a one-year warranty.

Unlike other players in the market, there is no need to refill the

extinguishers periodically.

Absolutely zero maintenance required for the extinguishers during

warranty period.

Dedicated service team at the beck and call of customers.

Training on fire safety to the concerned people in the organization.

We provide each and every one of our clients with the essential training

on fighting a fire, better house-keeping so as to avoid any chance of fire,

evacuation and post-fire.

A GUARANTEED PERFORMANCE



A Ceasefire Extinguisher isn't just assembled. It's engineered for perfection.

Because an extinguisher is never tested until it is used in a life-and-death fire

situation. And then, there's zero room for error. It must perform at full potential,

to save a life.

Ceasefire's manufacturing processes and quality checks are far and away the

most stringent in the country and on par with the highest standards worldwide.

Virtually every Ceasefire extinguisher comes with ISO 9001 and CE

certification, and conforms to ISI standards.

Deep Drawing: Each ceasefire container is extruded from a single sheet of high

grade iron, using hydraulic presses, which means only 30% seams, 70% less

leak proof area.

8 Tank Process: Each container goes through 8 tanks of chemical treatment, for

rust-proofing and cleaning.

Powder filling: A fully mechanised powder filling process ensures just the right

proportion of powder to pressure.

Leak Test: A stringent 24 hour leak test detects minute traces of escaping gas.

Helium Testing: This test detects miniscule amounts of nitrogen leakage in a

vacuum chamber. Each container is helium.



Tested: Each one that passes bears a certificate.

Ceasefire's stringent standards extend to all its various product ranges. Ceasefire

detection's range, for instance, is the result of extensive hardware and software

product design and development. all products are extensively tested in the

world's largest, purpose-built, state-of-the-art fire test laboratory to guarantee

that even the largest scale designs are fully proven in real fire conditions.

PRIORITY SERVICES

Every 15 minutes Ceasefire creates one new customer.

With such rapid growth exceptional service delivery becomes critical

Our Sales and Service Network reaches out to 300 cities and towns across India

through branches that are 100% computerized

Ceasefire has also set up a dedicated toll free Helpline.

This basically means we’re there for you, 7 days a week and 365 days in a year

HELPLINE # 1800-11-3473

0120 - 422 - 3473

SMS FIRE TO 53030

Email: [email protected]


mailto:[email protected]


Chapter-4

Review of Literature

Operational definitions:











products. The manufacturing company of CEASEFIRE Industry is in Dehradun.

In this Manufacturing unit Ceasefire extinguisher goes through various process.

These are as below:-



Deep Drawing: Each ceasefire container is extruded from a single sheet

of high grade iron, using hydraulic presses, which means only 30%

seams, 70% less leak proof area.

8 Tank Process: Each container goes through 8 tanks of chemical

treatment, for rust-proofing and cleaning.

Powder filling: A fully mechanised powder filling process ensures just

the right proportion of powder to pressure.

Leak Test: A stringent 24 hour leak test detects minute traces of escaping

gas.

Helium Testing: This test detects miniscule amounts of nitrogen leakage

in a vacuum chamber. Each container is helium.

Tested: Each one that passes bears a certificate.

After completing these processes, all the fire extinguisher sends to the various

locations all over the India. Company is having proper Inventory system in each

region, to fulfil the demand of the customer on the time.



Literature review:

Article:-1

Bangalore's Carlton Towers sealed, cases booked against owners

IANS, Feb 24, 2010, 02.14pm IST

BANGALORE: The charred Carlton Towers in Bangalore was sealed a day

after a major fire broke out on Tuesday claiming nine lives and injuring about

50 people, a fire brigade official said Wednesday.

"We have sealed the entire premises to investigate the cause of the fire and

ascertain whether the seven-storey building had fire safety systems in place,"

Bangalore Fire Brigade director D.B. Chengappa told IANS.

The police also booked cases of negligence and culpable homicide not

amounting to murder against the building owners.

"The government has ordered an inquiry in the fire mishap and directed the

Bangalore Bruhat Mahanagara Palike (BBMP) to review fire safety measures in

all high-rise buildings across the city," Chengappa said.



Of the injured, seven are in the intensive care unit at the nearby Manipal

Hospital and 15 are in the medical ward. The remaining were discharged earlier

in the day.

"No further casualties. Seven of the critically injured are being treated in the

ICU while 15 others are under observation in the medical ward. Rest have been

sent home," a hospital source said. Of the nine people who died, six were men

and three were women.

Article:-2

Getting more direct; direct selling companies are embracing new channels of

marketing and sales for enhanced credibility and higher growth.

N. Madhavan. Business Today. New Delhi: Oct 4, 2009.

Abstract (Summary)

Amway, the largest direct seller in India with Rs 1,128 crore revenues (2008), is

leading the change. It has already set up five experience centres one each in

Bangalore, Pune, Kolkata, Delhi and Chennai. It will add 10 more in the next 12

months and over time upgrade all its 50 full-service centres across the country

into experience centres. Swedish cosmetics seller Oriflame's flagship experience

centre is located at Connaught Place in New Delhi and it plans to set up similar

facilities across all its 12 branches in the country. The premium food storage



major Tupperware prefers makeshift access points in traditional malls and

market places across the country.

Professor Mithileshwar Jha of IIMBangalore who also co-authored Marketing

Management A South Asian Perspective with Philip Kotler, attributes this

change to the eagerness of direct selling companies to reach customers through

multiple channels. "Any company should help its customers do business with it

in the simplest and easiest manner. If multiple channels of marketing are

available to manage cost, tackle credibility and grow, why focus on just one?

Getting wedded to a particular model could be fatal. He cites the case of

Ceasefire Industries - a direct selling company that captured the imagination of

the people with its domestic fire extinguisher product 'Ceasefire' in the early

'90s. It lost a lot of opportunity when people did not know where to buy

the product.

Need for greater credibility and a faster pace of growth seem to be the

underlying reason for this change. The direct selling model in India has been

repeatedly misunderstood as a pyramid scheme so much so that IDSA has

chosen "to make direct selling the most respected in India as its vision. "The

experience centres give people a sense of comfort. They get a feeling of the

company having a serious presence. Distributors feel reassured. The

advertisements and resulting brand recall help people recognise direct selling as



a legitimate channel, explains [William S. Pinckney]. Adds Jha: "If you are

visible and if your visibility is authentic, that gives credibility.

Theories applicable to the study:

SPANCO - Effective monitoring of the prospect to customer conversion

process

The selling process is a crucial factor for any business. Yet often, sales

management is based on individual goodwill. Of course, goodwill is essential

to achieving an objective, but it is not enough on its own. It has to be combined

with the necessary factors for success, motivation, incentives, training, etc. not

forgetting the methodology.

In your company, like elsewhere, the sales process can be broken down into

stages. Each of these stages is associated with a series of actions to be

undertaken. By clearly identifying the stages in the sales process, you will be



able to see the state of your portfolio of leads, so that at any moment, the

salesperson (and their line management) can identify where and how to

intervene in order to turn a lead into a customer.

“SPANCO” stands for:

o Suspect :- Definition of the target

o Prospect:- Identification of the lead

o Approach Analysis:- Evaluation and qualification of requirements,

identification of the solution

o Negotiation:- Negotiation process

o Closing:- Finalization of the order

o Order Ongoing: - Account follow-up (up and cross-selling, etc.) Order

management and sales monitoring

Although the SPANCO method offers visibility for each lead and progress at

the various phases of the sales process, it also provides with an ongoing vision

of the rate of sales activity in your company. SPANCO enables to display sales

figures with KPI's (Key Performance Indicator) as well as to generate, manage



and convert leads into customers. Areas of difficulty which may arise in terms

of the various phases will be clearly highlighted, so that corrective action will

be all the more effective and thus improve the performance of your sales

department.

Market:

It can be defined as place where the exchange of product takes place against

offered price. However, defining market as a place in a way makes its meaning

vague. Market can be defined as group of potential customer

Marketing

Marketing is human activity to satisfy human needs and wants, profitably.

Marketing is much more than just promoting and selling of product. It about

understanding customer’s needs and wants, assessing market demand for

purposed offerings, and availing product/s in the market at right place, in right

quantity, in right time.

Goods and services :



Physical goods constitute the bulk of most countries’ production and marketing

efforts. Goods can be touched, sensed and whose volume can be measured in

physical terms. On the other hand services are intangibles, which can be

experienced but cannot be touched.

Need, Want, Demand

Needs are basic human requirements. Needs become wants, when they are

directed to specific objects that might satisfy the need. Demands are wants for

specific product backed by an ability to pay.

Value

You cannot ask customer about what they want, because by the time you are

ready with some offerings satisfying aforesaid needs, customer’s need and want

may change. So, satisfying customer is really an uphill task. So what marketer

should focus upon is value. Value may be defined as anything that customer

perceives as benefit in return of what he or she pays.

Branding, Brand Identity and Brand Equity

Branding is an act of creating distinct identification for a product. Brand

identity may be defined as company’s vision of the brand and its promise to

customer. Creating brand equity is all about creating an emotional attachment

with the product so that, customer whenever, needs a product buys only the

same brand.



Consumer

A consumer is an individual who purchase or has the capacity to purchase

goods and services offered for sale by marketing institutions in order to satisfy

personal or household needs, wants or desires. According to a statement made

by Mahatma Gandhi, ‘consumer refers to the following, “A consumer is the

most important visitor on our premises. He is not dependent on us. We are

dependent on him. He is not an outsider to our business. He is part of it. We are

not doing him a favour by serving him. He is doing us a favour by giving us an

opportunity to do so”. So consumer is like the blood of our business and also a

satisfied customer is a word of mouth advertisement of a product / services

customer is a word of mouth advertisement of a product / services

Consumer satisfaction

Every human being is a consumer of different produces. If there is no consumer,

there is no business. Therefore, consumer satisfaction is very important to every

business person. According to Philip Kotler consumer satisfaction is defined on,

“personal feeling of pleasure resulting from comparing a product’s pursued

performance in relation to his /her expectations”. Consumer attitude

measurements are taken on either potential buries or existing client’s buries in

order to identify their characteristics. Why should the competent market

engineer conduct consumer research? Consumer’s surveys’ can provide the

researcher with a wealth of information, valuable of the marketing function.



Chapter-5

RESEARCH METHODOLOGY

The research methodology, not only the research methods are but also consider

the logic behind the methods. They are in the contest of our research studied.

And explain why we are using a particular method or techniques and we are

using others.

Quantitative /Qualitative analysis

The research methodology is quite based on responses from consumer, which

was generated through questionnaire. The project is also based on responses

from employees of the company. Most of data has been quantitatively analysed.

Sampling

The universe:

Bangalore



The sample size:

A sample size of 200 customers was taken for the analysis part. A Questionnaire

containing 11 questions, which includes the Awareness, Brand image, Reasons

for having fire extinguisher, etc.

Tools for data collection

Text books, articles from various websites happen to be sources of various

secondary data. Primary data has been collected through the method of survey.

A questionnaire was given to two hundred (200) samples for basically

understanding the customer satisfaction on fire extinguisher.

Field work

I made a questionnaire for the primary data collection to know about the

customer satisfaction. The questionnaires are filled up by two hundred responds.

I must say that it was one of the most challenging but interesting aspect of my

project work. It was challenging because, there was of course language

problem, and convincing or detailing retailers about new schemes and survey

objective was real challenge. It was also a learning experience in other way.

Methods of Data Analysis



Statistical tools used for the analysis part of the project. With help of MS-excel

and SPSS data collected through sample have been analysed. Pie charts and

tables have been used to make data analysis lucid and direct.

CHAPTER 6

DATA ANALYSIS

Data analysis is a process of gathering, modelling, and transforming data with

the goal of highlighting useful information, suggesting conclusion, and

supporting decision making. Data analysis has multiple facets and approaches,

encompassing diverse techniques under a verity of names, in different business,

science, and social sciences domains.

Data mining is a particular data analysis technique that focuses on modelling

and knowledge discover for predictive rather than purely descriptive purpose.

Business intelligence covers data analysis that relies heavily on aggregation,

focusing on business information. In statistical applications, some people divide

data analysis into

Descriptive Statistics



Exploratory data analysis, and

Confirmatory analysis

Techniques used for data analysis:-

Pie chart

Bar chart

Histogram

Line chart

Primary Data:-

Q.1 Do you have a Fire Extinguisher?

o Yes

o No



90%

10%

Having Fire Extinguisher

yes no

INTERPRETATION:

Out of 200 samples only 180 (90%) customers are having the fire extinguisher

and rest 20 (10%) are not having fire extinguisher. Through this data we can

interpret that in spite of the Government rules and regulation they are not

having.

Q.2 how would you consider the knowledge of Fire Safety in day to day life?

o Mandatory

o Requirement

o Not Essential



45%

40%

15%

Awareness

MandatoryRequirementNot Essential

INTERPRETATION:

From the above data we can infer that 45% customers want to have the

knowledge of fire safety as a mandatory, where as only 40% and 15% customers

want to have awareness of fire safety as a requirement and not essential

respectively.

Q.3 what are your reasons for having a Fire Extinguisher?

o Government norms

o Company Norms

o Employee Safety



o Asset Safety

o Saving Tax

o If other, specify..............................

Government norms33%

Company Norms22%

Employee Safety 17%

Asset Safety 22%

Saving Tax6%

Reasons

INTERPRETATION:

Out of 200 samples, majority of them are having a fire extinguisher only for the

Government norms i.e.33% and the remaining others have are having a fire

extinguisher only for the company norms (22%), employee safety (17%), asset

safety (22%) and 6% are having only for the saving the tax.

Q.4 how many times did you use yours fire extinguisher to protect yours

asset from fire?

o One time

o Two times

o Three times



o Fourth times

o None

one time two times three times four times none

30 20 10 0

120

usages

INTERPRETATION:

Out of 200 samples only 180 customers are having the fire extinguisher, among

180 only 30 customers used fire extinguisher for the one time, 20 and 10

customers used twice and thrice respectively. But out of 180 customers 120

customers never usages fire extinguisher.

Q.5 your Fire Extinguisher is a product of ---------------- Company?

o Ceasefire

o Usha Armor

o Unitex



o Minimax

o Others.......................................

Ceasefire Usha Armor Unitex Minimax others

33.33%

16.66%11.11%

22.22% 16.66%

Product company

INTERPRETATION:


180 only 33% customers used Ceasefire fire extinguisher. After Ceasefire,

Minimax are having a 22.22% of market share, Usha Armor -16.66%, Unitex-

11.11% market shares. Rest of the 16.66% are having the others company fire

extinguisher.

Q.6 your reasons for choosing that particular brand of fire extinguishers

are:



price

Quality

Services

Availability

price Quality Services Availability

10

25

15

10

15

5 5 5

10

4 3 3

20

10

5 5

15

7 6

2

BasesCeasefire Ushaarmor unitex Minimax others

INTERPRETATION:

From this graph we can analysis that Ceasefire extinguishers are more popular

in the market only for its quality. Due to its high price customer are more

switching to others brand?

Q. 7 How long have you been using this brand of fire extinguishers?

o < 6 months



o 6 months – 1 year

o 1 – 2 years

o 2 – 3 years

o >3 years

< 6 months 6 months – 1 year

1 – 2 years 2 – 3 years >3 years0

10

20

30

40

50

60

70

fire Extinguisher

Axis Title

Axis Title

INTERPRETATION:


180 only 60 customers are using the fire extinguisher last 3 years, 40 customers

are using last 2-3 years and only 20 customers are using last 6 months

Q.8 how did you come to know about this brand of fire extinguisher?

o Magazines

o News papers



o T.V. commercial

o Peers

o Others (please specify)...............................

magazinesNews papers

T.V. comm.Peers

Others

0

10

20

30

40

50

60

Y-Values

INTERPRETATION:

Out of 180 samples, majority of them have heard regarding fire extinguisher

from peers i.e. 60 and the remaining others have heard it from new papers i.e.

30, magazines i.e. 20, T.V. commercials i.e.20 and the rest of 50 have heard

from other sources.

Q.9 Have you used any other brand of fire extinguisher?



o Yes

o No

33%

67%

Switch to other brandyes no

INTERPRETATION:


180 only 67% did not switch their brands. And rest of the 33% customers switch

the brands due to the price, quality, services and others reasons.

Q.10 what are your reasons to switch between different brands of fire

extinguisher?

o price



o Quality

o Services

o Availability

price quality services availbility

25

10

15

10

Chart Titlerespondant

INTERPRETATION:


180 only 67% did not switch their brands. And rest of the 33% customers switch

to other brands. Out of 33%, 25 customers switch the brand only for the price,

15 switches due to services and rest 20 customer switch due to the quality and

availability of the products.

Q.11 how do you rate your experiences using different brands of fire

extinguisher?



Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low)

Featues ceasefireusha armor safex minimax excellent

Price Quality Avalibility Design After sales services

ceasefireushaarmor

safexminimax

excellent

0

10

20

30

40

50

60

70

80

90

very high

high

moderate

low

very highhighmoderatelow

INTERPRETATION:

This graph shows that ceasefire is having a very high quality of the products in

the comparative to comparatives.

CHAPTER 7

SWOT Analysis



SWOT Analysis

Strength Opportunity

1India’s no. 1 brand in security divisions. 1 Rural Market unexplored.

2

300 branches all over India.

2

No competition in Home Sector divisions.

31500 employees all over India. 3

New and stylish fire extinguisher (Interior Design)

4Provides basket of the products to the customers. 4

Hire best people in this industry vertical

524/7 Services facilities

5Create new market.

6 ISI, ISO 9001 & CE Certified. 6

Focus more on After Sales Services activities.

7Channel structure is very strong. 7

Make the relations with the Government Sector.

8.Having a brand image(TOM) 8.

Create awareness in the society.

Threat Weakness

1 Competition from competitors. 1 Poor Post Sales Services.

2 Ease of entry.

2No proper T.V. commercial.

3

Price (Ceasefire extinguisher price is twice in comparative to competitors.)

3

Not so good promotions.

4.

Government Rules and Regulations.

Summary of findings

Ceasefire industries limited is the number one company in this sector. This

company provides basket of products to the customers. I have done a survey to



know about the company as well competitors. I have taken 200 as a sample size

to understand the customer’s behaviour.

According to my survey I find that the Ceasefire industries having 33.33% of

market share alone. Most of the customers are satisfied with the quality of

products, services and availability. But due to the high price of the products

most of the customers are not ready to purchase. As we know that the fire

extinguisher investment is the dump investment until and unless fire doesn’t

occur. So, small customers whose income is not too much, but they have to

keep the extinguisher as Government norms. In that case these companies

switch to other brands that provides low price in comparative to Ceasefire. Most

of the customers are having fire extinguisher due to the government norms i.e.

33%, company norms i.e. 22%, etc.

This sector (fire safety), is not proper organised. And most of the people are not

aware out the fire safety programmes. In the time on fire people don’t know

how to evacuate, how to use extinguisher, etc. so Government and company has

to educate the customers regarding fire safety.

Suggestions and recommendations

Company has to come down there price in the level of competitors.



Company has to expend a lot of money in R&D, which will provide the

good quality as well as price.

Company has to use Economies of scale, which will decrease the price of

the products.

Company has to expend a lot of money to create a brand building.

Company has to do some activity to create awareness about the fire safety

among people.

Company has to participate in the industrial sector, which will create

brand image.

Company has to do proper inventory system to match the demand of the

customers.

Company has to do proper analysis of the demand and supply of the

products.

Company should provide proper training to the sales person so that they

can provide appropriate information to the customers and who can

provide ideal fire protection to the customer’s premises.

These are the some suggestion and recommendation, I want to give to

company which will provide multiple fold profit to the company as well

customers also.

CHAPTER 8



Conclusion

Ceasefire Company is a No. 1 leading company in fire extinguisher. This

Company is providing services in the market from the last 2 decades. This

company provides a basket of products to the consumers. With the help of

research and development, company is providing different- different types of

extinguisher.

Ceasefire is having a very good brand image in the mind of the customers. This

is the only company who is having more organised and proper channel of

distribution in comparative to competitors. Company is only facing the problem

with the price, so, company has to only consider that point of view to how to

reduce the price with the best quality of the products.

On the basis of my survey and data collection through questionnaire it

can easily predict that majority of the customers are with Ceasefire.

On the basis of my survey and data collection through questionnaire it

can easily find out that all the customers are satisfied with the quality of

the products of ceasefire.

On the basis of my survey and data collection it can infer that most of the

customers are switching there brand due to the high price of ceasefire.



References

1. Website

www.ceasefire.com

www.wikipedia.com

www.proquest.com

www.ssrn.com

www.google.com

2. Magazine and news paper

Business world

India today

Times of India

Economic times

Bangalore times


http://www.google.com/

http://www.ssrn.com/

http://www.proquest.com/

http://www.wikipedia.com/

http://www.ceasefire.com/


Annexure

APPENDIX

A SURVEY REPORT ON Market analysis and competitor’s analysis of fire

extinguisher.

DEAR SIR/ MADAM,

A SURVEY IS BEING CONDUCTED BY OUR INSTITUTION

CONCERNING THE ABOVE MENTIONED TOPIC. KINDLY CO-

OPERATE BY FILLING UP THE QUESTIONNAIRE.

QUESTIONNAIRE

Q.1 do you have a Fire Extinguisher?

o Yes

o No

Q.2 how would you consider the knowledge of Fire Safety in day to day life?

o Mandatory

o Requirement

o Not Essential



Q.3 what are your reasons for having a Fire Extinguisher?

o Government norms

o Company Norms

o Employee Safety

o Asset Safety

o Saving Tax

o If other, specify..............................

Q.4 how many times did you use yours fire extinguisher to protect yours

asset from fire?

o One time

o Two times

o Three times

o Fourth times

o None

Q.5 your Fire Extinguisher is a product of ---------------- Company?

o Ceasefire

o Usha Armor

o Safex

o Excellent



o Minimax

Q.6 your reasons for choosing that particular brand of fire extinguishers

are:

price

Quality

Services

Availability

Q. 7 How long have you been using this brand of fire extinguishers?

o < 6 months

o 6 months – 1 year

o 1 – 2 years

o 2 – 3 years

o >3 years

Q.8 how did you come to know about this brand of fire extinguisher?

o Magazines

o News papers

o T.V. commercial

o Peers

o Others (please specify)................................



Q.9 Have you used any other brand of fire extinguisher?

o Yes

o No

Q.10 If yes, please specify..............................

Q.11 what are your reasons to switch between different brands of fire

extinguisher?

o price

o Quality

o Services

o Availability

Q.12 how do you rate your experiences using different brands of fire

extinguisher?

Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low)

Featues ceasefireusha armor safex minimax excellent

Price Services Avalibility Design After sales services



Q.13 would you like to contribute your suggestions for better service from

Ceasefire Industries private limited?

________________________________________________________________

Respondent Information:

Name:

Age:

Occupation:

Income level:


iip project on cease fire

Documents