EMPI BUSINESS SCHOOL

SUMMER PROJECT REPORT ON

STRATEGIC MARKETING INTELLIGENCE

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PRESENTED BY: VIKRAM KR. MANDAL ROLL NO. :- 57/B PGDBM

Company Profile
Ingers ll-R nd (India) Li ited is a part of t e Ingersoll Rand Company, a global innovation and sol tions provider wit powerful brands and leading positions wit in its markets. Ingersoll-Rand (India) Limited as its presence in India since 1921. T e company established its first manufacturing 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 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. It is amongst the country's largest exporters of engineered goods.

Air Compressor

Air compressor is a versatile device used for supplying the compressed air for special requirements, it is used for any purpose that requires air in the reduced volume or increased pressure. It is mostly used in the refrigerators, air conditioners, jet engines, commercial businesses, refining industries, manufacturing industries and automotive industries. Air compressor is being used in industries for more than 100 years.

Types of Air Compressors

a) Reciprocating air compressor:- Using piston and cyinder b) Rotary air compressor :- Using rotary screw c) Centrifugal air compressor :- Using impeller

Objectives of Project

To find market share of Ingersoll Rand compressors across India in selected regions. To know the major competitors of Ingersoll Rand across India To find the unexplored market for future needs to increase market share. To collect database of customers .  To know the customer expectations about the compressors.

Marketing Research Methodology Information process and source: Primary data: The data collected is the information that has been gathered for the research objectives at hand and is not collected for some other purpose other than research at hand
The data collected is by visiting the companies personally and collecting the data from owners, managers, supervisors, and workers who are familiar with the air compressor on which they are working. The survey is organized all over India. Data was collected by face to face interviews and over phone  No. of companies visited 218.  The questionnaire used is included different types of questions relating to air compressor.

Sampling method

Area sampling: A method in which the area to be sampled is subdivided into smaller blocks which are selected at random and then sub sampled or fully surveyed; method is used when a complete frame of reference is not available.

Analysis of the Questionnaire: Q. What is the capacity of the compressor which you are using?

 As per the requirement of the Branch manager of Ingersoll Rand the max capacity of the compressor is 20 HP and below 20 HP ranging up to 1 HP

Q. Are you satisfied with the current compressor?

Q. Are you aware of Ingersoll Rand Air Compressor?

Q. What is your opinion about Ingersoll Rand air compressor?

The general perception of Ingersoll rand company air compressor among the respondents: 55% of them are considering it as costly.  18% are considering it consistent .  17.5 % are considering it reliable.  This strongly suggests that there is a need to compromise on the aspect of cost.

Findings & Suggestions:

The Ingersoll Rand company compressors are maintaining very high standards as per the specifications of India and U.S.A standards . The consumers are looking for local manufactures of compressors as they are cheap and sturdy because the basic purpose of a compressor is to compress the air and it is being met.  A compressor once purchased is used for more than 10 years depends on the maintenance, and installation place of the compressor .

The Main competitors of Ingersoll Rand compressors are Chicago pneumatic, ELGI, MR, Mecco and SRIRAM compressor in the category of below 50 HP. Most of the compressors are competitors especially in the low capacity range i.e. under 50 HP . Ingersoll Rand is a market leader in compressors with a wide range of up to 2000Hp centrifugal compressors .  If the company is ready to compromise on the cost aspect it can have more sales like it is doing in high capacity compressors range.