Summer Training Report on

To Find Out The Perception,Satisfaction,Promotion about Anchor and Its Product At The Retailer In Central Delhi

AT

Anchor

SUBMITTED TO: -

Mr. ASHISH JHA

SUBMITTED BY: SARANJIT SINGH

PGDM-PGD12034

DEPARTMENT OF MANAGEMENT

INSTITUTE OF MANAGEMENT STUDIES, NOIDA

A UGC Recognized Institute A-8B, Plot C, Sector-62, Noida

DEPARTMENT OF MANAGEMENT

INSTITUTE OF MANAGEMENT STUDIES, NOIDA

A UGC Recognized Institute A-8B, Plot C, Sector-62, Noida

DECLARATION
I SARANJIT SINGH bearing Roll No PGD120 Class PGDM 1st year of the Institute of Management Studies, Noida hereby declare that the Training ReportPG407 entitled To Find Out The Perception,Satisfaction,Promotion about Anchor and Its Product At The Retailer In Central Delhi . Is an original work and the same has not been submitted to any other Institute for the award of any other diploma. The suggestions as approved by the faculty were duly incorporated. SARANJIT SINGH

DEPARTMENT OF MANAGEMENT

INSTITUTE OF MANAGEMENT STUDIES, NOIDA A UGC Recognized Institute A-8B, Plot C, Sector-62, Noida

ACKNOWLEDGEMENT COMPLETING A Summer training ' Programming and presenting or writing the Project Report successfully can be accomplished with the support provided by the guide and supervisors. At the every outset of engaging myself in to the Project work , I would like to express my sincere gratitude to all those who extended their hands of help not only to convey their best wishes but also to given me support on this his undertone path . This project report is on my Eight week practical training in Anchor by Panasonic in Delhi area. This project has been completed on time with the help , suggestion , advice and co-operation provided by many people . I am extremely thankful and pay my gratitude to Mr. Manik Mukherjee (Product planning Manager) for his valuable guidance and support regarding the project report.I am highly indebted to Mr. Raj Pandey (Manager HR) who provided me an opportunity to perform the summer training programmed in this organization. I am extremely thankful to Mr. ASHISH JHA (faculty of IMS,NOIDA), who provide me actual training regarding the subject under this project. A special appreciative Thank you is accorded to all staff of Anchor for their positive support.

SARANJIT SINGH

SL.NO 1 2 3

TITLE PAGE STUDENT UNDERTAKING Company Certificate

Executive Summary:

Title of the Project : To Find Out The Perception,Satisfaction,promotion about Anchor and its Product at the Electrical Retailer In Central Delhi

Objective behind conducting this project:

1.Perception of electrical retailers towards Anchor. 2. To study the marketing and promotional activities at various retail outlets. 3.Is there any effect of advertisement. 4.Which factors effects the retailer in decision makingA.Qualit B.Price C.Brand Image D.Customer Demand E.Profit margin/Discount 5. To know the retailers satisfaction of Anchor in terms of products and services . 6.To know the market share of anchor in different segments A. Switches B.MCB C.Wire D.Lighting E.Fan 7)Avaibility of product of Anchor in Central Market
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8)To know the customer service of Anchor

INTRODUCTION This project was carried in order to find out the qualified market for Anchor in Central Delhi in different parameters like advertisement, retailer in decision making, major competitors of Anchor, perception of retailer towards anchor. Electricity industry is one of the fast growing industries in India. There are many players in this industry .Now a day It is also developing in rural area. There are many companies which deals in electric and electronic products. Some of the major companies are Havells, Great white, Schneider, Legrand and Anchor. Slogan: Jo Dikhta Hai Wahi Bikta Hai

About the Project:- The project has been already given by the company to collect information about current happening in the market. It also helps to makes improvements in service and quality of the product, for their long time existence in the market and getting profit. Simultaneously, it is also helpful for me to learn the consumer behavior and observe their attitude towards demand of particular products practically. RESEARCH METHODOLOGY: All the findings and conclusion obtained are based on the survey done in the working area. Within the time limit, I tried my best to select the sample representative of the whole group. During my job training I maintained different routes during my dealer collected data from the retailers. Data Sources Retailers/Dealers.
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survey. I have

Research Approaches Survey Research-Instrument: Interview Schedule

Sampling Plan:

Sampling unit Sampling size Sampling procedure: Census Survey

Distributors 30

Retailer 270

Primary Data Collection: All the dealers/retailers were personally visited and interviewed. There was a format for collecting the details the details of the dealers. The format was filled by taking the information from the dealer or by monitoring the shops.

DEALER-SURVEY Dealer-Survey as the word indicates is the survey of Electrical shop of every dealer in the area. For our practical purpose the dealer not only includes the authorized dealers but, it includes all the retailers-big or small.etc., Besides these the various exclusive stalls and sales of pantry cars are also included
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in it. In a nutshell, by dealer survey. I mean who are dealing with the soft drink in some way or the others in large or small quantity directly or indirectly. Thus, my study includes all such dealers, which include following aspects: Route wise no of dealers Per day sale Advertising Retailer in Decision making Major Competitors of Anchor I visited each and every outlet and personally interviewed them in order to know the market share of Anchor and its competitors. I have conducted a survey at Delhi and its surroundings area. By the help of survey I can find out the reason behind nonavailability of products in the specified area. The knowledge of case-stock indicates our case-in-trade and that of competitors. This will indicate our case-velocity

which will help to plan our bottle as whether our distribution is effective or not. If my case-stock is low then I may decide for a case stocking campaign. Feedback from the market place regarding servicing of dealers will help us to improve our servicing in the lacked areas. Therefore, appropriate marketing strategy can be worked out depending upon the findings. Some more uses of Dealer9

Survey: (i) Distribution-effectiveness:

The survey can improve the distribution network in these ways: Immediate activation of non-buyers. Improve the dealer coverage Increase the realignment of routes Better control through route card They should visit the

counter on the daily basis including places. Salesman should visit the counter on likely basis. the remote

Market knowledge: Dealer-Survey gives the total profit of the market by following: Location of dealers The type of dealer The marketing inputs with respect to
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a) Advertising b) Servicing (ii) Training group for future executives:

Good investigations from these surveys can be recruited to take up future jobs. These people will ideally suitable, as they would know the market thoroughly.

Data Collection Tools:- The questionnaire consisted of Multiple choice questions. . Conclusion:1. The whole analysis shows that there are companies dominating in this market. i.e. cona , Havells, Anchor. There is neck to- neck competition in between these companies. 2. Most of the retailers want glow signboard and equipments, which they are asking from long time. 3. All the products of Anchor are not provided on time when the retailers demand it.
4.

Offers and schemes are not provided to the retailers

correctly. 5. Service is not too strong as compared to HAVELLS. Retailers have to wait for a long time for any issues or complain
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regarding defective products.

Limitations:- It was not possible to understand thoroughly about the different marketing aspects of different products in a span of two months. 1) The survey was conducted in the peak season when the sale was too high, by this I cannot get the accurate result. 2) Money-as no stipend was given, it was difficult to cover a wide area. All the work was limited in Central Delhi area, so, the findings should not be generalized. The finding of survey will be strictly based on the response of retailers/dealers

Objective of the study:

The basic objective of the study is to analyze the electrical retailers perception and is there any effect of advertisement and know the customer perception towards anchor.

INTRODUCTION TO THE TOPIC:-

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The topic has been already given by the company to collect information about current happening in the market. It also helps to makes improvements in service and quality of the product, for their long time existence in the market and getting profit. Simultaneously, it is also helpful for me to learn the consumer behavior and observe their attitude towards demand of particular products practically.

Introduction to the industry:Over the last five decades, Anchor has managed to capture the attention of every citizen in this country. It started with a humble vision of manufacturing electrical products of outstanding quality at a time when the market involving electrical switches or wiring devices was handled by the unorganized sector. The advent of Anchor not only organized the sector, but also brought electrical accessories into mainstream commerce. As a brand, Anchor signifies Trust, Safety and Reliability. These qualities have helped Anchor carve a niche for itself in the electrical accessories market. Anchor is solely responsible for the manufacturing and marketing of world-class eco-friendly products that have added value to the lives of people. The ideology of Panasonic's founder, Konosuke Matsushita' drives the everyday business at Anchor. It states that "the company must contribute to society through its business as a public entity."
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Anchor is a part of the second largest conglomerate in the electronics industry. As a proud part of the Panasonic Corporation that is located in Japan, Anchor has taken it upon itself to conserve the environment, thus paving a path to a safe, healthy and environment friendly lifestyle. Anchor's merger with Panasonic resulted in a fusion of technological expertise and vast distribution strength. Today, Anchor offers a wide range of more than 3000 exciting products across various product groups. These products are sold with the help of 5000 dealers and 450,000 retail outlets. Firepro, an infrastructure and security solutions giant, was recently acquired by Anchor. This acquisition helped Anchor further its horizons in terms of growth and expansion. Dominating the electrical accessories market and playing a pivotal role in the country's infrastructure development, Anchor continues to deliver reliable services and long lasting products of top quality in India and other neighboring markets. Company profile:

Established

in

1963,

Anchor

Electricals Pvt. Ltd is a wholly owned subsidiary of the Panasonic Corporation. Panasonic acquired Anchor, the 50-year-old Indian family-owned electrical equipment brand, in 2007. The company produces low-voltage electrical switches

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and accessories, switchgear and protection devices, wires & cables, lamps & luminaires and fans. It also sells home automation products from Panasonic. The companies new manufacturing unit has been built at Daman, India. The investment for the plant has been Rs 200 crores and will produce a complete range of wiring devices.The plants current production capacity is of 240 million units. For the first two years,the products manufactured at Daman will cater to the domestic market, post which they will start exporting to Middle East. By 2015 the company is expecting 5 percent of their revenues to come from exports. The factory adopts many green features including installation of LED lighting, solar panels and use of treated sewage water. It is expected to employ 1500 people once it reaches full capacity by next fiscal. Anchor also plans to enhance the Panasonic portfolio, with new products like fans and LED lights. They have started test marketing ventilation fans in Indian cities namely Bangalore, Mumbai, Pune and Hyderabad and over the next six months, they intend to add some more ranges of fans. Over the last five decades, Anchor has managed to capture the attention of every citizen in this country. It started with a humble vision of manufacturing electrical products of outstanding quality at a time when the market involving electrical switches or wiring devices was handled by the unorganized sector. The advent of Anchor not only organized the sector, but also brought electrical accessories into mainstream commerce. As a brand, Anchor signifies Trust, Safety and Reliability. These qualities have helped Anchor carve a niche for itself in the electrical accessories market.

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Anchor is solely responsible for the manufacturing and marketing of world-class eco-friendly products that have added value to the lives of people. The ideology of Panasonic's founder, Konosuke Matsushita' drives the everyday business at Anchor. It states that "the company must contribute to society through its business as a public entity." Anchor is a part of the second largest conglomerate in the electronics industry. As a proud part of the Panasonic Corporation that is located in Japan, Anchor has taken it upon itself to conserve the environment, thus paving a path to a safe, healthy and environment friendly lifestyle. Anchor's merger with Panasonic resulted in a fusion of technological expertise and vast distribution strength. Today, Anchor offers a wide range of more than 3000 exciting products across various product groups. These products are sold with the help of 5000 dealers and 450,000 retail outlets. Firepro, an infrastructure and security solutions giant, was recently acquired by Anchor. This acquisition helped Anchor further its horizons in terms of growth and expansion. Dominating the electrical accessories market and playing a pivotal role in the country's infrastructure development, Anchor continues to deliver reliable services and long lasting products of top quality in India and other neighboring markets.

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EVOLUTION:-

Anchor's foundation dates back to about five decades when it had started as a small business venture. Anchor accomplished the challenging task of delivering nothing but the best to its end users at the most reasonable price. Anchor's acquisition by 'Panasonic', the world's most trusted brand, has made it more proficient with technological advancement and supremacy in the product design and development arena. This path-breaking evolution has done a lot more than just add a touch of advancement in the lives of people. Anchor enjoys an extraordinary position in the eyes of youthful Indians. Over the course of time, Anchor's transformation in terms of innovation and efficiency has served generations as per their requirements by bringing in advancement in the products. The collaboration of Panasonic's technical competence and global persona with Anchor's matchless excellence in Quality, Safety and Reliability has ensnared the minds of the next generation. The world of electrical solutions today has evolved beyond recognition. The prominence of Anchor as India's only "Switches SuperBrand" testifies to the fact that it is still the most respected brand to be leading this business vertical. Anchor
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was the first one to introduce India to the piano-type switch in 1976, which still holds a special position in the industry. Needless to say, in all quarters of this nation, an electric switch simply means Anchor.

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IMPORTANT MILESTONES

Mission & Vision

Anchors mission is to manufacture, innovative, eco-friendly, energy saving worldclass products for making users life simpler, safer and comfortable.

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Corporate Values Integrity & Honest We shall be ethical, sincere and honest in all our internal and external relationships. We commit to uphold the highest ethical standards in all our business dealings. Teamwork We believe that people are our key performance differentiators. We nurture an environment where Teamwork is most valued. Customer Focus We are committed to surpassing expectations of our customers at all times. We believe that our quality of customer responsiveness will lead to greater customer loyalty. Accountability We shall be fully accountable for our actions and we commit to be objective and transaction-oriented, thereby earning respect from others. Innovation We shall continuously encourage entrepreneurial and innovative ideas in pursuit of excellence so as to become the best. Adaptability We will continually adapt our thinking and behavior to meet the ever-changing conditions around us, taking care to act in harmony with nature to ensure progress and success in our endeavors.

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Social Responsibility We are committed towards making a positive and proactive contribution to the community. As a responsible corporate, we will contribute to and abide by environmental and legal norms. Research & Development One of the most developed R&D centers in India supports our manufacturing units in Haridwar and Daman, which are responsible for the production of Wiring Devices. Our manufacturing unit in Daman, responsible for manufacturing and managing new moulds, is regarded as the most advanced unit in the country. We boast of a private unit which is specially designed to manufacture power saving and eco-friendly Wires and Cables. We continuously strive to update our products with the newest technology and our up-gradation units target customer satisfaction and the constant betterment of the quality of our products. Our research centers offer effective products and solutions to suit the needs and tastes of a very diverse audience. We upgrade our products regularly, thus enhancing their features and adding value to every purchase. This makes us one of the most reliable manufacturing companies in our arena. The Wires and Cables business vertical has developed a domestic 'Green Guard Cable', which is 'RoHS Compliant' as well as 'PVC Compound'. It has also developed an in-house 'Telephone Switch Board Cable' which attunes to zero cross and blots out all disturbances. With heavy investments in R&D, this business vertical makes sure that the products hold onto their position in terms of safety, performance and reliability and always stay a step ahead of others.

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Advanced Panasonic Vision Switches and Panasonic Switchgear & Protection Range suit the RoHS acquiescence as agreed upon by European Standards. Panasonic LEDs abide by strict PCSS standards as this gives them a technological advantage. Items such as the 'Green Guard Cables' are designed to provide protection to individuals from dangerous effects caused due to Lead. Anchor's research and development division revolves around catering to the needs of its vast consumer base and focuses intensely on developing products that make the environment a safer place.

Quality

Anchors focus is on Total Quality Management. All of its products undergo through stringent quality checks right from the raw material selection stage until the packaging and dispatch. These operations are supervised by a team of experienced professionals who are committed to surpassing expectations of our customers at all times. Their cumulative efforts have enabled us to get certifications such as ISO 9001-2008, ISI mark, CE.

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Today, Anchor has surged ahead with manufacturing products that adhere to the RoHS (Restriction of Hazardous Substances) compliance, which is a European standard of quality measurement. The quality team of Anchor always endeavors to improve internal and external customer satisfaction by formulating, implementing and monitoring plans for continuous improvement. Quality focused initiatives such as "Kaizen," have kickstarted the change straight from the factory level. This has resulted in streamlining the production process, minimized production waste thus conserving energy and resources. Our company prides itself on being an electrical solutions provider. It thus constantly endeavors to be up-to-date on the technological advancements and strives to improve the quality levels collectively for its overall trade and independently as a company.

Awards & Recognition

Superbrand Award: Consumer Superbrand four times in a row. Consumer's Most Trusted Brand in Lighting and Most Trusted Brand: Consumers voted the winner of this award in a survey conducted by 'Reader's Digest' magazine.

Manufacturing Anchor manufactures its products in the four locations of Daman, Kutch, Haridwar, and Roorkee, through 14 integrated units.

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Products Switches & Accessories Anchor Panasonic has been in the business of switches and accessories for the past five decades. In the year 1976, it gave the nation its first Piano Switch. It owns the brands Roma, Roma Allure, Rider and Penta which is into Door Bells, Spike Guards, Flexi cords, Plug Tops and Multi plugs. Below is the list and bifurcation by brands and type:

Luxury Switches - Ave, Designer Plates

Modular Switches - Vision,Roma Viola,Woods, Roma Allure, Roma,Rider Non Modular Switches - Penta, Anchor XL Other Devices - Accessories (Doorbells, Spike Guards, Flexicords), Boxes, Pop Up Boxes

Wires & Cables Anchor uses green technology, and hence the Wires and Cables Business unit has developed RoHS compliant "Green Guard cables" that are environment friendly and designed to make people, environment safer.Below is the list and bifurcation by brands and type:

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Wires & Cables - Advance-FR,FR-LSH C2,Multicore Flexible Cable, Flexible Cable, Telephone Cable, Flat Cable,Export Range

PVC Electrical Insulation Tape - PVC FR Insulation Tape, PVC Insulation Tape

Lighting & Luminaires This division primarily manufactures products in two categories lamps and consumer luminaires. Manufacturing of T3 spiral CFLs will commence in Roorkee factory, thus making Anchor Panasonic the first manufacturer that will manufacture spiral CFL shell straight from the tube. The company has newly ventured into LED, considering energy conservation as the base of the division in line with the vision of Panasonic to become the no 1. Green Company in the world by 2018, the 100th anniversary of Panasonics founding.Below is the list and bifurcation by brands and type:

Lamps - CFL, FTL Luminaires - T5 Luminaires, Strip Light Fixtures,Devices and Accessories Panasonic Down Lights - CFL Down Light, LED Down Light

Fans Ceiling fans are designed using ADM (Aerodynamic mechanism) with computer aided alignment. These are manufactured in their Dhamdachi plant. The working practice are aligned to the requirements of ISO 9001:2008. This is done to ensure consistency in the quality of products but also provides useful feedback as a base for continuous improvement. They are also venturing to design and manufacture fans that are energy saving, in line with the environment philosophy of Panasonic in the near future. Below is the list and bifurcation by brands and type:
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Ceiling Fans - Lugano, Venice, Precedent, Dura, Flora, XL, Royal Gold Plus, Royal Gold, Penta Turbo, Flo, Flo GS,Lamini

Switchgear & Protection Devices Anchor Panasonic switchgear and protection devices range is widely utilized by the industrial, commercial and the residential sector. The company has ;aunched the Panasonic MCB range in India and they provide unique three level indicators and comply with the RoHS (Restriction of Hazardous Substances) compliance defined by the European standards.Manufacturing facilities are situated at Haridwar and Daman. The company is also in the process of developing a complete range of environment friendly products such as a MCB that makes complete use of environment friendly raw materials. Below is the list and bifurcation by brands and type:

Anchor MCB - Gold Series, Anchor, Roma, Penta Panasonic MCB Distribution Board

Limitations:

1) The major limitation is the data collected may not exact. 2) As retailers behave differently when they are under observation so may be the data is varied from actual information. Conceptual Discussion:

The concept of the project is based consumer behavior:

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Personal Factors Influencing Buyer Behavior Cultural and social factors are just two of the four major factors that influence consumer buying behavior. The third factor is personal characteristics, including the buyers age, stage in the life cycle, occupation, economic circumstances, lifestyle, personality, and self-concept. Age and Stage in the Life Cycle People buy different goods and services over a lifetime. They eat baby food in the early years, most foods in the growing and mature years, and special diets in the later years. Taste in clothes, furniture, and recreation is also age-related, which is why smart marketers are attentive to the influence of age. Similarly, consumption is shaped by the family life cycle. The traditional family life cycle covers stages in adult lives, starting with independence from parents and continuing into marriage, child-rearing, empty-nest years, retirement, and later life. Marketers often choose a specific group from this traditional life-cycle as their target
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market. Yet target households are not always family based: There are also single households, gay households, and cohabiter households. Some recent research has identified psychological life-cycle stages. Adults experience certain passages or transformations as they go through life.10 Leading marketers pay close attention to changing life circumstancesdivorce, widowhood, remarriageand their effect on consumption behavior.

Psychological Factors Influencing Buyer Behavior Psychological factors are the fourth major influence on consumer buying behavior (in addition to cultural, social, and personal factors). In general, a persons buying choices are influenced by the psychological factors of motivation, perception, learning, beliefs, and attitudes. Motivation A person has many needs at any given time. Some needs are biogenic; they arise from physiological states of tension such as hunger, thirst, discomfort. Other needs are psychogenic; they arise from psychological states of tension such as the need for recognition, esteem, or belonging. A need becomes a motive when it is aroused to a sufficient level of intensity. A motive is a need that is sufficiently pressing to drive the person to act. Psychologists have developed theories of human motivation. Three of the best knownthe theories of Sigmund Freud, Abraham Maslow, and Frederick Herzberg carry quite different implications for consumer analysis and marketing strategy Freuds theory. Sigmund Freud assumed that the psychological forces shaping peoples behavior is largely unconscious, and that a person cannot fully understand his or her own motivations. A technique called laddering can be used to

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trace a persons motivations from the stated instrumental ones to the more terminal ones. Then the marketer can decide at what level to develop the message and appeal.16 In line with Freuds theory, consumers react not only to the stated capabilities of specific brands, but also to other, less conscious cues. Successful marketers are therefore mindful that shape, size, weight, material, color, and brand name can all trigger certain associations and emotions. Maslows theory. Abraham Maslow sought to explain why people are driven by particular needs at particular times.17 His theory is that human needs are arranged in a hierarchy, from the most to the least pressing. In order of importance, these five categories are physiological, safety, social, esteem, and self-actualization needs. A consumer will try to satisfy the most important need first; when that need is satisfied, the person will try to satisfy the next-most-pressing need. Maslows theory helps marketers understand how various products fit into the plans, goals, and lives of consumers. Herzbergs theory. Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers (factors that cause dissatisfaction) from satisfiers (factors that cause satisfaction).18 The absence of dissatisfies is not enough; satisfiers must be actively present to motivate a purchase. For example, a computer that comes without a warranty would be a dissatisfied. Yet the presence of a product warranty would not act as a satisfier or motivator of a purchase, because it is not a source of intrinsic satisfaction with the computer. Ease of use would, however, be a satisfier for a computer buyer. In line with this theory, marketers should avoid dissatisfies that might unsell their products. They should also identify and supply the major satisfiers or motivators of purchase, because these satisfiers determine which brand consumers will buy. The study of any subject is made easier by examining it in an organized fashion. There are three classes of variables involved in understanding consumer behavior,
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stimulus, response and intervening variables. Stimulus variables, such as advertisement, products and hunger pangs exist in both the individuals external and internal environment. These generate sensory inputs to consumers. Responses variables are the resulting mental and/or physical reactions of individual who are influenced by stimulus variables. For ex: - purchasing a product or forming attitudes about it could be viewed as responses variables.

Many of the variables affecting consumer (such as personality, learning, and perceptions of external situations, motives, and so forth) cannot be directly observed therefore, those who want to learn about the variables affecting consumer must often make inference to determine the extent to which a given variable is having an influence

The study of consumer behavior can also be quite complex, because of the many variables involved and their throw the variables, tendency to interact with and influence each other. Models of consumer behavior have been developed as a means of dealing. With this complexity. Models can help organize out thinking about consumers into a coherent into a coherent whole by identifying relevant variables, describing their basic characteristics, and specifying how the variables relate to each other.

Electrical Retailers decisions Process

This process consists of the decision process regarding products and services. The major steps in this process are shown as problem recognition, information search and evaluation, purchasing processes, and post purchase behavior. Problem
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recognition occurs when the consumer is activated by awareness of sufficient difference her actual affairs and her concept of the ideal situation. This can occurs through activation of a motive such as hunger, by confronting some external stimulus such as an advertisement, or by being effected by additional variables such as social or situational influences.

Internal search a quick and largely unconscious review of memory for stored information and experiences regarding the problem. The information is in the form of belief and attitudes that have influenced the consumers preference towards bands. Often such a review results in recognizing a strong brand preference, and a routine purchase occurs. However if an internal search does not provide sufficient information about products, or how to evaluate them, the consumer continues with a more involved external search for information. This result exposure to numerous informational inputs called stimuli, which can arise from a variety of sources, including advertisement, printed products reviews, and comments from friends.

Any informational stimuli are subjected to information-processing activities, which the consumer uses to derive meaning from stimuli. The process Involves allocating attention to available stimuli deriving meaning form these stimuli and holding this meaning in what is termed in what is termed short term memory where it can be retained briefly to allow further process

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Finding and Analysis:

1)Marketing Share of Anchor in WD In Central Delhi

ORPAT 3%

MK DIAMOND PPI 1% 2% 1%

WD

NORTHWEST ABB 1% 1% COIN 1%

GRT.WHITE LEGRAND 3% 4% SCHNEIDER 4%

ANCHOR 25%

CRABTREE 6%

CONA 7%

HAVELLS 20%

OTHERS 21%

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2)Market share of Anchor in MCB in compare with competitors company in Central Delhi.
INDO.SIMON 1% INDOCOP 2% DIAMOND 3% SCHNEIDER 4% SIEMENS 1% KINJAL C&S KENT 1% 2% 2%

MCB

COIN 1%

PANASONIC 0%

ANCHOR 7%

CONA 6%

HAVELLS 34%

LEGRAND 9% BENTEX 13%

OTHERS 14%

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3)Market share of Anchor in Wire in compare with competitors company in Central Delhi.
RAPAIR 1%

GRT.WHITE ARKALITE COIN NATIONAL 2% 1% 1% 1% CONA POLYCAB 2% 5%

WIRE

KALINGA 23% ANCHOR 5%

FINOLEX 15%

HAVELLS 22%

OTHRES 22%

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4) Market share of Anchor in Lighting in compare with competitors company in

Central Delhi.

LIGHTING
VERSON 1% EON OTHERS 1% 2% RISE HALONIX SURYA 1% 2% 2% ANCHOR 3% OSRAM 5%

WIPRO 1%

PHILLIPS 38% CROMPTON 7%

HAVELLS 17%

BAJAJ 20%

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5) Market share of Anchor in Fans in compare with competitors company in Central Delhi.

EASTWEST 2% LUMIMOUS 4% HAVELLS 4%

INDOPLUS 3%

Sales

ORPAT 2%

ORIENT 6% ANCHOR 7%

CROMPTON 32%

BAJAJ 9% KHAITAN 12% USHA 10%

OTHERS 9%

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6)On what basis customer demand the product A)Brand B)Price C)Quality D)Reliability

Reliability 20% Quality 10%

Brand 17%

Price 53%

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7)On what basis electrical retailers wants the product of Anchor

A)Price B)Discount/Margin C)Customer Demand D)Brand

Customer Demand 8%

Brand 12%

Price 20%

Discount margin 60%

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8) To study the marketing and promotional activities at various retail

A)Promotional items B)Sign Boards C)Inshop Branding D)Gifts

outlets.

Promotional Items 17%

Gifts 6%

Chart Title

Inshop Branding 27%

Sign boards 50%

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9)

To know the retailers satisfaction of Anchor in terms of products and services

a )Very Good b) good c) neutral d) bad e) vary bad

Very Bad 6% Bad 27%

Very Good 10% Good 17%

Neutral 40%

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10)Availability of products a )Very Good b) good c) neutral d) bad e) very bad

Availability Of Products
Availability Of Products

4.1

0 a b c

0 d

0 e

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11)Customer Service a )Very Good b) good c) neutral d) bad e) very bad

Customer Service
Customer Service

3.8

0 a

0 b c

0 d

0 e

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Limitations1) It was not possible to understand thoroughly marketing about aspects the of different different

products in a span of two months. 2) The survey was conducted in the peak season when the sale was too high, by this I cannot get the accurate result. 3) Money-as no stipend was given, it was difficult to cover a wide area. 4) All the work was limited in Central

Delhi area, so, the findings should not be generalized. The finding of

survey will be strictly based on the response of retailers/dealers.

43

Conclusion :
3. The whole analysis shows that there are companies dominating in this market. i.e cona , Havells, Anchor. There is neck to- neck competition in between these companies. 4. Most of the retailers want glow signboard and equipments, which they are asking from long time. 3. All the products of Anchor retailers demand it. 4. Offers and schemes are not provided to the retailers correctly. 5. Service is not too strong as compared to HAVELLS. Retailers has to wait for a long time for any issues or complains regarding defective products. is not provided on time when the

44

Suggestion:1. Anchor should come out with such an advertisement, which can block the customers mind and can change the customers perception about the product. 2. 3. Company executives should visit the counter on regular basis. Executives should take the feedback from the retailers about the service of the salesman and the distributors. 4. Salesman should have better interaction with the retailers which results in increase in sales. 5. The criteria to provide Glow Signboard, Flax board , should be

changed and a separate department should handle this.

6.

Since, retailers are the prime source to capture the market so try to satisfy them by providing on time delivery, offers, schemes and hoardings.

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Appendices Copy of questionnaire:-

Questionnaire I am PGDM student conducting a market survey on behavior and perception of electrical retailers in Central Delhi . You are kindly requested to respond to the following questions. The information provided by you will be kept confidential and will be used for academic purpose only.

1)Marketing Share of Anchor in WD In Central Delhi 2)Market share of Anchor in MCB in compare with competitors company in Central Delhi. 3)Market share of Anchor in Wire in compare with competitors company in Central Delhi. 4) Market share of Anchor in Lighting in compare with competitors company in Central Delhi. 5) Market share of Anchor in Fans in compare with competitors company in Central Delhi. 6)On what basis customer demand the product A)Brand B)Price C)Quality D)Reliability 7)On what basis electrical retailers wants the product of Anchor A)Price B)Discount/Margin C)Customer Demand D)Brand 8) To study the marketing and promotional activities at various retail outlets. A)Promotional items B)Sign Boards C)Inshop Branding
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D)Gifts 9) To know the retailers satisfaction of Anchor in terms of products and services 10)Availability of products a )Very Good b) good c) neutral d) bad e) very bad

11)Customer Service a )Very Good b) good c) neutral d) bad e) very bad

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BIBILOGRAPHY

REFERENCE BOOKS

Concepts of Marketing: Kotler Philip, Marketing Management, 11th edition, Prentice hall of India Pvt. Ltd. Ramaswamy And Namakumari, Marketing Management, 3rd Edition, Macmillan India Ltd. G.C.Beri, Marketing Research 3rd edition, Me Milan India Ltd. Websites: www.Anchor.com

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