sip report final rn 110 kunal shukla

8/8/2019 SIP Report Final RN 110 Kunal Shukla

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Duration: 3rd May 4th July 2010

Organization: Ingersoll Rand

Project Company Guide: Mr. Harish Kachare and Mr. Sampath Shetty

Faculty guide: Mr. Ankush Sharma

SUMMER INTERNSHIP PROJECT REPORT

STRATEGIC MARKETING INTELLIGENCE PROJECT

Submitted By:

Kunal Shukla (110)

Institute for Technology & Management, Navi Mumbai


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ACKNOWLEDGMENT

This project report on Strategic Marketing Intelligence Project has been prepared as a part of

the summer internship program with Ingersoll Rand, during the period from May 2010 to July

2010.

I would like to express my gratitude to all those who helped me complete this report. I want to

thank my internship guide Mr. Ankush Sharma, who guided and encouraged me throughout my

internship.

Finally, I would also like to thank Mr. Sampath Shetty - Regional Sales Head and Mr. Harish

Kachare Territory Manager for their constant support and guidance.

DECLARATION


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I do hereby declare that the project entitled Strategic Marketing IntelligenceProject is

submitted as a part of my Summer Internship Program for the PGDM program of ITM

Business School.

The project has been done under the able guidance ofMr. Harish Kachare and Mr. Sampath

Shetty and Prof. Ankush Sharma - (Faculty guide).

This project has not been submitted in full elsewhere for the award or any degree.

Kunal ShuklaRef No:KHR2009PGDMF110

Batch of 2009-

11(PGDM)

TABLE OF CONTENT


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ACKNOWLEDGEMENT

2

DECLARATION

3

TABLE OF CONTENT

4 EXECUTIVE SUMMARY

5

INRODUCTION6

COMPANY PROFILE

7

VISION & VALUES

8

ABOUT THE PRODUCT

9

COMPETITORS

11

PRODUCT OFFERED BY INGERSOLL RAND

13

COMPETITOR OVERVIEW

16

RESEARCH METHODOLOGY

17

ANALYSIS & FINDINGS

18

RECOMONDATIONS

29

LEARNINGS FROM THE PROJECT

30


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LIMITATIONS OF THE PROJECT

31

BIBLIOGRAPHY

32

APPENDIX : QUESTIONNEAR

33

EXECUTIVE SUMMARY

As a part of summer internship program with Ingersoll Rand (India), I was given a project on

Strategic marketing Intelligence. This project was mainly to identify the Market share of the

Ingersoll Rand (IR) of below 100% Hp compressor. And recommend the strategy on the basis of

the analysis and findings. The same project was conducted on all India level. We all were

assigned the Mumbai and adjoining territory to progress with project.

For this project we have prepare a questionnaire with the help of IR team. And then I have to dothe survey in the field allotted to us. I was given Navi Mumbai area for conducting the survey.

This project was a market research, where the main objective was to understand and study the

market. So for this purpose

Accordingly, the methodology used in the project is as follows: -

Defining the objectives of the study

Framing of questionnaire keeping objectives in mind (considering the objectives)

Feedback from the respondents

Analysis of feedback

Conclusion, findings and suggestions.


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This project will help

To understand The Mumbai and nearby market.

Will give the better understanding of distribution system and will help to find out the

areas of improvement which will help IR to increase the market share in this area.

This project will also help to understand the reasons of Low market share and to improve

the market share of IR and sustain the desired Growth.

This project will help us to study and understand the Traditional market and will help us

to find out the reasons of low market share and slow growth rate and will help us analyze

them and after the study we can recommend how to overcome with this problems.

The method used is descriptive statistics and the main statistical tools used for the collection and

analyses of data in this project are:

Questionnaire

Pie Charts

Tables.

INTRODUCTION

The project which was given to us was Strategic Marketing Intelligence Project in Ingersoll

Rand.

A broad definition of Strategic Intelligence Marketing is the action of defining, gathering,

analyzing, and distributing intelligence about products, customers, competitors and any aspect of

the environment needed to support executives and managers in making strategic decisions for an

organization.

Key points of this definition:

Competitive intelligence is an ethical and legal business practice, as opposed to industrial

espionage which is illegal. The focus is on the external business environment.

There is a process involved in gathering information, converting it into intelligence and then

utilizing this in business decision making. Professionals emphasize that if the intelligence

gathered is not usable (or actionable) then it is not intelligence.


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A more focused definition of Strategic intelligence regards it as the organizational function

responsible for the early identification of risks and opportunities in the market before they

become obvious. Experts also call this process the early signal analysis. This definition focuses

attention on the difference between dissemination of widely available factual information

performed by functions such as libraries and information centers, and competitive intelligence

which is a perspective on developments and events aimed at yielding a competitive edge.

Strategic Intelligence focus is on the longer term, looking at issues affecting a companys

competitiveness over the course of a couple of years. The actual time horizon for SI ultimately

depends on the industry and how quickly its changing. The general questions that SI answers

are, Where should we as a company be in x Years? and 'What are the strategic risks and

opportunities facing us?' This type of intelligence work involves among others the identification

of weak signals and application of methodology and process called Strategic Early Warning

(SEW).

Organizations must be careful not to spend too much time and effort on old competitors without

realizing the existence of any new competitors. Knowing more about your competitors will allow

your business to grow and succeed. The practice of competitive intelligence is growing every

year, and most companies and business students now realize the importance of knowing their

competitors.

BY USING THIS MARKET INTELLIGENCE: We get to know about ourselves

We know about our known competitors

We know about the market context

It helps in establishing key benchmarks

Informing the planning process

Check for refinement and development

The main idea of Ingersoll Rand behind this project was to create an exhaustive customer data

base containing details of the all compressed air users across all verticals to provide compressed

air usage behavior and purchase behavior and slices and dices market by customer type,

geography, purchase history, seasonality, size in terms of HP or KW.

By collection all such information they can make the best possible business decisions and

Increase the sales by finding new markets, new customers, keeping the existing customers,

Increasing the market share by using the best marketing messages and targeting the right

customers and develop and introduce new products or services.


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COMPANY PROFILE

Ingersoll-Rand (India) Limited is a part of the Ingersoll Rand Company, a global innovation and

solutions provider with powerful brands and leading positions within its markets. Ingersoll-Rand

(India) Limited has its presence in India since 1921. The company established its firstmanufacturing plant in India in 1965 and became a public limited company in 1977.Today

Ingersoll-Rand has manufacturing facilities in Ahmadabad that is ISO 9001:2008 certified and in

Sahibabad that is ISO 9001:2000, ISO 14001:2004 & OHSAS 18001:2007 Certified. Ingersoll

Rand products are widely appreciated in the market for their superior quality and reliability.

With a strong sales presence in over 15 locations across the country and a strong national

distributor network, Ingersoll-Rand (India) Limited is a dominant player in its business of

providing solutions for the Infrastructure development, Industrial Solutions and Climate Control

markets.

In recent years, Ingersoll Rand has transformed itself into a multi-brand commercial productsmanufacturer serving customers in diverse global markets, and away from the capital-intense,

heavy-machinery profile of its past.

Today, we are a global diversified industrial firm providing products, services and solutions to

enhance the quality and comfort in homes and buildings, transport and protect food and

perishables, secure homes and commercial properties, and enhance industrial productivity and

efficiency.

Our customers count on the reliability of our family of industrial and commercial brands, such

as Club Car golf cars, Hussmann stationary refrigeration equipment, IngersollRand industrial equipment, Schrage locks, Thermo King transport temperature-control

equipment and Trane air conditioning systems and services. Through these brands we enable

companies and their customers to create progress.

In recent years, Ingersoll Rand has transformed itself into a multi-brand commercial products

manufacturer serving customers in diverse global markets, and away from the capital-intense,

heavy-machinery profile of its past.

Today, we are a global diversified industrial firm providing products, services and solutions to

enhance the quality and comfort in homes and buildings, transport and protect food andperishables, secure homes and commercial properties, and enhance industrial productivity and

efficiency.Our customers count on the reliability of our family of industrial and commercial

brands, such asClub Cargolf cars, Hussmann stationary refrigeration equipment, Ingersoll

Rand industrial equipment, Schrage locks, Thermo King transport temperature-control

equipment and Trane air conditioning systems and services. Through these brands we enable

companies and their customers to create progress. Worldwide, Ingersoll Rand Corporation is

witnessing a major shift in perspective. Simply put, it is a move from a product-centric approach

towards a solutions-centric approach. Ingersoll Rand is no longer an Engineering Company
http://clubcar.com/http://hussmann.com/http://products.ingersollrand.com/http://products.ingersollrand.com/http://products.ingersollrand.com/http://schlage.com/http://www.thermoking.com/http://trane.com/http://clubcar.com/http://hussmann.com/http://products.ingersollrand.com/http://products.ingersollrand.com/http://schlage.com/http://www.thermoking.com/http://trane.com/http://hussmann.com/http://products.ingersollrand.com/http://products.ingersollrand.com/http://schlage.com/http://www.thermoking.com/http://trane.com/http://clubcar.com/http://hussmann.com/http://products.ingersollrand.com/http://products.ingersollrand.com/http://schlage.com/http://www.thermoking.com/http://trane.com/http://clubcar.com/


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offering world-class products, but a Company that provides the customer with solutions based on

these products, solutions which go well beyond them. Ingersoll-Rand (India) Limited is among

the Country's largest exporters of engineered goods. Annual exports for financial year 2006-2007

stood at Rs. 1,004.80 Million..

Our Vision

Ingersoll Rand is a GLOBAL industrial enterprise with market leading brands

We are dedicated to driving Shareholder Value by achieving:

Dramatic Growth ...

by focusing on innovative solutions for our customers

Operational Excellence ...

by pursuing continuous improvement in all of our operations

Dual Citizenship ...

by bringing together the talents, energy and enthusiasm of all Ingersoll Rand people

Brand Values

Integrity

We act in the highest legal and ethical standards in everything we do

Respect

We communicate and act in ways that respect and value the worth of all people, cultures,

viewpoints and backgrounds

Teamwork

We work together and share resources to provide greater value to our customers, employees,

business partners and shareholders

Innovation

We use our diverse skills, talents and ideas to develop innovative, imaginative and creative

solutions to challenge


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ABOUT THE PRODUCT

An air compressor is a device that converts electrical power or gas into kinetic energy by

pressurizing and compressing air, which is then released in quick bursts. There are numerous

methods of air compression, divided into either positive-displacement or non-positive

displacement types.

Positive-displacement air compressors work by forcing air into a chamber whose volume is

reduced to effect the compression. Piston-type air compressors use this principle by pumping air

into an air chamber through the use of the constant motion of pistons. They use unidirectional

S i n g l D o u b

R e c i p

H e l i c S c r o L i q u i S l i d i n

R o t a

P o s i t i v e

C e n t A x

D y n a m

C o m p r


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valves to guide air into a chamber, where the air is compressed. Rotary screw compressors also

use positive-displacement compression by matching two helical screws that, when turned, guide

air into a chamber, the volume of which is reduced as the screws turn. Vane compressors use a

slotted rotor with varied blade placement to guide air into a chamber and compress the volume.

Non-positive-displacement air compressors include centrifugal compressors. These devices use

centrifugal force generated by a spinning impeller to accelerate and then decelerate captured air,

which pressurizes it.

The air compressors seen by the public are used in 5 main applications:

To supply a high-pressure clean air to fill gas cylinders

To supply a moderate-pressure clean air to supply air to a submergedsurface supplieddiver

To supply a large amount of moderate-pressure air to powerpneumatic tools

For filling tires

To produce large volumes of moderate-pressure air for macroscopic industrial processes

(such as oxidation for petroleum coking or cement plant bag house purge systems).
http://en.wikipedia.org/wiki/Gas_cylinderhttp://en.wikipedia.org/wiki/Gas_cylinderhttp://en.wikipedia.org/wiki/Surface_supplied_divinghttp://en.wikipedia.org/wiki/Surface_supplied_divinghttp://en.wikipedia.org/wiki/Surface_supplied_divinghttp://en.wikipedia.org/wiki/Pneumatic_toolhttp://en.wikipedia.org/wiki/Tirehttp://en.wikipedia.org/wiki/Gas_cylinderhttp://en.wikipedia.org/wiki/Surface_supplied_divinghttp://en.wikipedia.org/wiki/Surface_supplied_divinghttp://en.wikipedia.org/wiki/Pneumatic_toolhttp://en.wikipedia.org/wiki/Tire


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COMPETITORS

Manufacturers of Compressors

Manufacture of compressors of power rating upto 5 hp is reserved for the small scale sector. It is

estimated that there are around 35 40 manufacturers of these small compressors spread all over

the country. These small compressors are mainly used for garage type applications and the

technology involved is very simple and does not require sophisticated machinery. These type of

compressors are not covered in this report. The total size of this market is around 60,000 to

70,000 units per annum valued between Rs. 50 to 60 crore. This estimate includes units upto

30hp manufactured by companies in the medium scale sector, which traditionally get clubbed

with the small scale sector.

All the well-known manufacturers are in the medium scale sector. Many of the companies have a

technical/equity tie-up with reputed manufacturers abroad. The total production in this sector is

around 10,000 units per annum valued at around Rs. 175 crore.

Bharat Heavy Electricals Limited (BHEL) and Bharat Pumps and Compressors Ltd. (BPCL) aretwo public sector units in the field of Centrifugal compressors. They manufacture large heavy

duty compressors and compressors for customized/tailor-made applications. The value of output

of this sector is Rs. 100 to 120 crore, consisting of few units but of very high unit value.

Installed Capacity and its UtilisationThe total installed capacity of Air & Gas compressors is about 59,375 units per annum. Thecapacity utilisation for the various manufacturers ranges from 23% to 86%. For the year 1992-

93, the production of Air & Gas compressors was around 41,000 units. This includes ^he small

air compressors manufactured by the organised sector.

There has been virtually no growth in the production of Air & Gas compressors over the last five

years. It was 40,791 units in 1987-88 and 40,958 in 1992-93.

Major International Manufacturers

The major international manufacturers in the field of Air & Gas compressors are :

* Kobe Steels, Japan

* Joy Compressors, USA


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* MAN GHH Sterkrade, Germany

* Atlas Copco, Sweden

* Ingersoll-Rand, USA

* Sundyne Compressors, USA

* Hokuetsu Industries, Japan

* Fives Cail Babcock, France

* Elliot, USA

* Elgi , India

PRODUCT OFFER BY INGERSOLL RAND(BELOW 50 HP)

SIMPLE RECIPROCATING AIR COMPRESSORSIngersoll Rand has a range of electric single stage and two stage stationary reciprocating air

compressors for commercial and industrial customers to meet their compressed air needs. When

performance is defined by maximum operating pressure, increased air flow and extended duty cycles,

Ingersoll Rand is the product of choice. You will get a compressor that features maximum air

power, reliable precision engineered components and a durable design that is built to last.

Compressed Natural Gas

Electric-Driven Duplex

Electric-Driven Single Stage

Electric-Driven Two-Stage

Electric-Driven High Pressure

Oil less

Vacuum Pump


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We were mostly involved in finding Electric-Driven single stage and two stage compressors

ELECTRIC DRIVEN SINGLE STAGE

Designed for the professional, our 3 HP and 5 HP single stage compressors are ideal for almost

anyone, from individuals that thrive on do-it-yourself projects to the professional air compressor

user

ELECTRIC DRIVEN DOUBLE STAGE

Designed for heavy shop or industrial use, Ingersoll Rand Electric-driven Two-stage air

compressors provide the reliability and performance that are ideal for most applications and

users including automotive service and body shops, fleet maintenance, machine shops,

production and manufacturing lines, wood working shops, dry cleaners, car washes, general

maintenance/repair shops and farms.

ROTARY SCREW AIR COMPRESSOR


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The Ingersoll Rand range of contact cooled rotary screw air compressors includes multiple levels

of compression technology intended to align with customer and result in lowest total cost of

ownership.

4-37kW / 5-50hp

The UP-Series is more than an integrated air system, it's a complete air solution designed to

maximize the key drivers of profitability in today's business.

5.5-30kW / 7.5-40hp VSD

Nirvana provides the ability to match compressed air demand while ensuring the lowest power

consumption and operating cost. The Total Air System (TAS) option provides one integrated

solution for all the required components of a complete compressed air system and offers superior

air quality, world class noise levels and no hassle installation.


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COMPETITORS OVERVIEW

There are many competitors of Ingersoll Rand operating in the market producing air compressors

of the same category. Ingersoll Rand is lagging behind these competitors in below 50 HP aircompressors because of its complex mechanism. The mechanism of other compressors is simple

as compared to Ingersoll Rand mechanism which is main reason why Ingersoll Rand has a low

market share in this category. Some of its main competitors are as follows:

1. ELGI

2. FOUJI

3. ATLAS COPCO

1. ELGI

ELGI is changing everyday. It is pursuing new business opportunities created by developments

in technology. ELGI already leads India in compressor technology and is a prominent player in

Automotive Service Station Equipment. Engines and ELGI New Generation Compressors (low

range reciprocating compressors) are today emerging as new business sectors for the company.

R&D is also a major thrust area at ELGI. In fact a large share of products currently under the

ELGI fold is developed in-house. Please click on the individual product lines to learn more about

our products.

2. FOUJI

Fouji Industries India's old & famous Industry and manufacturers of Air/Dental Air

Compressors is located at Surat (Gujarat), which is running successfully since 1967. The price of

"Fouji" air compressor is less 30% other than multinational companies. Fouji Air Compressor is

designed in to give you the maximum of reliable service, with minimum of maintenance.

Normally the machine gives trouble-free performance for years.

Fouji Manufactures Air Compressors used for various applications in industry, for more than 40

years of experience tyre inflating, sparing, dentistry using advanced technology to give you

reliable service, low maintenance & trouble-free performance for years.


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3. ATLAS COPCO

Atlas Copco is an indust r ial group wi th wor ld- leading posi t ions in

compressors , const ruct ion and mining equipment , power tools and assembly

systems. The Group del ivers sus tainable solut ions for increased cus tomer

product ivi ty , through innovat ive products and services .

RESEARCH METHODOLOGY

MANAGEMENT PROBLEM: Sales of the Ingersoll Rand Compressors of below100HP are low and users of Air-compressors dont know about The IR brand.

MANAGEMENT OBJECTIVE:To increase the sales and enhance the awarenessamongst the customer of Air-compressors in below 100HP Segment.

RESEARCH OBJECTIVE:To identify the Potential Market of Air Compressors inVarious Areas of Mumbai. To find out the awareness level of IR compressors and their

perception about the Product

ROAD MAP TO OUR PROJECT

The company first told us about their product that is air-compressors which are into the market

and what are the various types of air compressors available in the market and who are the major

competitors in that. The company wanted to conduct the survey for the small scale industries

which are using the compressors below 100 HP so that they can know their market share and

accordingly whom they should target and where there are lacking in either products or services.

The following are the steps we undertook:-

Create Customer Survey Template:As per the requirements of the company wewere required to frame the questionnaire through which we can find which all are the

companies who are using the air-compressors and what are the different types they are using.

Take existing database as reference:Ingersoll rand is having two authorized big

dealers one in town side and one in Navi Mumbai and we were sent to those dealers so that

we can collect the information from them regarding industries and where those industries are

located in the whole Mumbai region.


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To carry out survey as per selected industrial pockets: With the help of the

dealers and the information they had, we were given the names of the different industrial pockets

having MIDC Areas or Industrial Estates for the Mumbai region where we had to conduct the

survey and the pockets were: Andheri, Jogeshawari, Vasai, Goregaon, Vile Parle, Wadala, Lower

Parel, Mahalaxmi, Mumbai Central, Sewree, Bhandup, Nahur, Mulund, Thane, Rabale,

Kamothe, Turbhe, Dombivali, Nerul, Taloja, Panvel, Ambernath, Badlapur, Ulhasnagar, Kalyan,

Bhivandi, Wada, Patalganga, Khopoli, Kandivali, Bhayandar,and Dahisar.

Collate the data into common database: After conducting the survey we had to

make the weekly reports and need to send it across to our company guide where we were

creating customer master reports having the customer contact details, sector, make of the air-

compressor, Installation information, type of customer for every region and compiling the data

Based on learning's Improvise and launch nationwide: Based on the results

which we got through the surveys we get to know that what type of industries are using air-

compressors and which company who is manufacturing air-compressors is the market leader,

which are the challengers and the followers in terms of the market share of the air-compressors

and according to that the new strategy can be made to increase the sales of the product.

ANALYSIS AND FINDINGS


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The above figures shows that General engineering is the leader in the uses of compressors.

Though the Compressors are not essential equipment for them but for painting and cleaning

purpose 2 HP of Compressors are commonly being used. Printing Industry comes out to hold the

second spot in terms uses of compressors. Though the compressors are Fixed in the Printing

machine itself.

AREA WISE DISTRIBUTION


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In the Taloja area we found 43 compressors in total. The above figures shows that in Taloja area,

Ingersoll Rand is the leader i.e. 32% of the air- compressors are of Ingersoll rand where as 19%

of the air-compressors are of Atlas Copco, 16% of the air-compressors are of Fouji , 14% of the

air-compressors are of ELGI and the remaining 19% of the air-compressors are of Local Brands.

In the Rabale area we found 130 compressors in total. The above figures shows that in Rabale

area the air-compressors of Local Brands are being mostly used by the companies i.e. 30% of theair- compressors are of Local Brands where as 29% of the air-compressors are of Ingersoll Rand,

14% of the air-compressors are of Fouji, 25% of the air-compressors are of ELGI and the

remaining 2% of the air-compressors are of Atlas Copco.


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In the Dombivali area we found 77 compressors in total. The above figures show that in

Dombivili area the air-compressors of Local Brands are being mostly used by the companies i.e.

47% of the air- compressors are of Local Brands where as 10% of the air-compressors are of

Ingersoll Rand, 26% of the air-compressors are of Fouji, 14% of the air-compressors are of ELGI

and the remaining 3% of the air-compressors are of Atlas Copco. Dombivali MIDC is quite vast

and is divided into two phases i.e. Phase 1 and 2. IR can look for opportunities in this region as

the industrial growth is rapidly taking place in Dombivali.

Turbhe region includes Nerul, Pawane, Mahape and Turbhe. In the Turbhe area we found 127

compressors in total. The above figures shows that in Tubhe area, ELGI is the leader i.e. 28% of

the air- compressors are of ELGI where as 21% of the air-compressors are of Ingersoll rand, 17%


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of the air-compressors are of Fouji , 3% of the air-compressors are of Atlas Copco, 11% of the

air-compressors are the inbuilt compressors which are being used in the printing machines and

the remaining 20% of the air-compressors are of Local Brands.

The Kalyan region includes Ulhasnagar, Kalyan, Badlapur, Wada and Sarvali.In the Kalyan area

we found 82 numbers of compressors. The above figures shows that in Kalyan area the air-

compressors of Local Brands are being mostly used by the companies i.e. 40% of the air-

compressors are of Local Brands where as 22% of the air-compressors are of Ingersoll Rand,

21% of the air-compressors are of Fouji, 15% of the air-compressors are of ELGI and the

remaining 2% of the air-compressors are of Atlas Copco.

In the Panvel area we found 17 compressors in total. The above figures shows that in Panvel

area, ELGI is the leader i.e. 35% of the air- compressors are of ELGI where as 30% of the air-

compressors are of Fouji, 6% of the air-compressors are of Ingersoll Rand and the remaining

29% of the air-compressors are of Local Brands.


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In the Kamothe area we found 10 compressors in total. The above figures shows that in Kamothe

area the air-compressors of Ingersoll Rand, ELGI and Local Brands are being equally used i.e.

30% each and the remaining 10% of the air-compressors are of Atlas Copco.

In the Ambernath area we found 90 compressors in total. The above figures shows that in

Ambernath area the air-compressors of Local Brands are being mostly used by the companies i.e.

46% of the air- compressors are of Local Brands where as 10% of the air-compressors are of

Ingersoll Rand, 14% of the air-compressors are of Fouji, 28% of the air-compressors are of ELGI

and the remaining 2% of the air-compressors are of Atlas Copco. Its a developing industrial area

with new industries coming up so IR can look to tap the market in future.


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Bhandup is one of the largest industrial area in Mumbai , hence it is also important for Ingersollrand. In Bhandup mainly plastic industries are flourishing. Here local Brands have manage to

lead the Market, However the main competitor of Ingersoll Rand has the market share of 31%.

While an old brand Fauji is following elgi with 19% of Market share. Ingersoll rand has merely

3% of Market share.

Mulund also constitutes a large no of industries and here Ingersoll have some nice amount of

market share. Though the Local brands are leasing the market, customers are highly satisfied in

terms of the Productivity of the compressors. Ingersoll rand has 15% of market share while Elgi

is ahead with IR by 16% i.e. to 31%.


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This area have a very narrow stream of small scale industries people are mostly preferring ELGI

air compressors here in their industries here are mostly General Engineering industries and they

prefer ELGI and Fouji air compressors because they their technicians are themselves wellequipped to do maintenance of their air compressors.

This area mostly comprises of offices and very less no of industries here other companies

compressors are mostly in use of cleaning and painting Fauji and Elgi are to branded company

which shares the market share 25-25% each.


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In the middle of these suburbs there are two industrial estates next to R City Mall named

Ghatkopar Industrial Estate and Damji Shamji Industrial Estate. These are very large industrial

estates containing lots of small scale industries here people are not really bothered about thecompany of the air compressors they use they only needs the cheapest model for their industries.

Thats why there are mostly local made compressors operating in these areas.

There are so many small scale industries operating in Andheri, mostly people are using ELGI

and Fouji air compressors instead of Ingersoll Rand, while collecting data in these areas we come

to know that people are mostly complaining about the high price of Ingersoll Rand air

compressors and Oil. While other company compressors and oil are available at a cheaper price.

People are also complaining about the services provides by Ingersoll Rand, they were

complaining that they have to wait Ingersoll Rand service person for two to three working days

whenever there is breakdown, while other companies compressors are easily repaired by any

technician because of their simple design.


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These are the some area which was undertaken by GLC students.


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This is the overall representation of Market Share of Air-compressors in Mumbai and nearby

places.As the Pie chart shows here that the Local Brands are leading the Market mainly due to

low price and if at all there is any need of maintenance they prefer to call any of the engineer or

mechanic to fix the problemWhile Elgi comes out to be the most preferred brand is ELGI

followed by Fauji with 15%and IR at as low as 15%.


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RECOMMENDATIONS

Increase Awareness through Email Advertising and SMS

Launch Compressors for really Small enterprises at competitive price

Increase customer retention by promotional activities and keeping consumers aware of

the after sales services

Servicing of compressor should be provided at competitive fees / Charges

Bhandup, Thane, Dombivali, Andheri, and Rabale being big spots and the large

industrial clusters, IR must appoint one more Distributor near to these spots

Mainly target on 5HP and General Engineering Segments

In future, IR can look to do a tie up with major printing machine manufacturers to

increase its market share

Customers should be encouraged to use bio-degradable oil in the compressors

Power Efficient compressors at low price are the need of the hour for micro and small

scale enterprises.


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LEARNINGS FROM THE PROJECT

The two months of association with Ingersoll Rand provided me with ample scope for learning.

I got the opportunity to use some of the knowledge that I had gained in the classroom. Within

these 2 months of Internship I visited more than 265 companies and got to meet some top levelExecutives who shared some very useful insights. I also learned about different clusters and

sectors of Industries across Mumbai and about their operations. I got to know about Air

compressors as a product and the companies who manufacture them and also the strategies

adopted by them to expand themselves in the market. Also got to know the mentality of different

people from a Executive to the Security guard & know how to please different people differently.

LIMITATIONS OF THE PROJECT


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Due to highly competitive market our organization has refused to share their confidential

data .

Due to nonavailability of data proper data interpretation is not possible

The interpretation is only available to the areas of Mumbai only , hence we cant interpret the

market share of Ingersoll for the rest of india.

The project given is to determine the market potential of below 100 hp compressor and this

segment is highly influenced by the unorganized & local manufacturers of compressor.

While collecting the data many SME has refused to share their data .


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BIBLIOGRAPHY

www.ingersollrand.com: it helped us to understand the company profile and there

product

www.google.com/maps: Google maps and Google earth helped us to find out the

location of Industrial estates and area.

www.Justdial.com : with the help of this we found out some phone numbers and Email

ids.

Horizon Air tech and V.D. Patel Engineers pvt ltd. are there two authorized dealers. They

helped us to trace the industrial clusters.
http://www.ingersollrand.com/http://www.google.com/mapshttp://www.justdial.com/http://www.ingersollrand.com/http://www.google.com/mapshttp://www.justdial.com/


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APPENDIX :QUESTIONNEAR .


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sip report final rn 110 kunal shukla

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