PROJECT REPORT

ON

MARKETING STRATEGY TOWARDS BAJAJ ELECTRICALS Ltd.

Submitted in partial fulfillment of the requirements for award of

Bachelor of Business Administration

Under the Guidance of

Dr.Shweta Gupta
Assistant Professor
FIMT

Submitted By:

Abhishek kumar

Enrolment No. 00290101715

BBA (G) 6th Sem.

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

KAPASHERA, NEW DELHI

Affiliated to Guru Gobind Singh Indraprastha University, New Delhi
 STUDENT DECLARATION

I, hereby that the project entitled “Marketing Strategy towards Bajaj Electricals Limited”
under the guidance of Assistant Professor Dr.Shweta Gupta submitted in the partial
fulfillment of degree of Bachelor of Business Administration (General) from Fairfield
Institute of Management and Technology, New Delhi. This is my original work and this
project work has not formed the basis for the award of any degree to the best of my
knowledge

Name: ABHISHEK KUMAR

Enroll. No. : 00290101715

 CERTIFICATE FROM GUIDE

This is to certify that the project title “Marketing Strategy towards Bajaj Electricals Ltd.”is
the original work of “ABHISHEK KUMAR” of Bachelor of Business
Administration(BBA)6rd Semester and has duly completed under my guidance and
supervision up to my satisfactory level.

This work has been done in partial fulfillment of the requirement for the award of the degree
of BBA from (Fairfield Institute of Management And Technology,GGSIPU) and has not
submitted anywhere in any other universityfor the award of any degree.

(SIGNATURE OF THE GUIDE)

 ACKNOWLEDGEMENT

I offer my sincere thanks and humble regards to Fairfield Institute of Management and
Technology , GGSIP University , New Delhi for imparting us very valuable professional
training in BBA.

I pay my gratitude and sincere regards to Dr. SHWETA GUPTA, my project guide for giving
me the cream of her knowledge. I am thankful to her that she has been a constant source of
advice, motivation and inspiration. I am also thankful to her for giving her suggestions and
encouragement through outthe project work.

I take the opportunity to express my gratitude and thanks to our computer lab staff and library
staff for providing me opportunity to utilize their resources for the completion of the project.

I am also thankful to my family and friends for constantly motivating me to complete the
project and providing me an environment which enhanced my knowledge.

Name: ABHISHEK KUMAR

Enroll. No. : 00290101715

(Signature of the Student)

 TABLE OF CONTENT

S.NO TITLE PAGE NO.

1. Student declaration
2. Certificate from guide
3. Acknowledgement
4. Executive summary
5. Chapter 1-Introduction
1.1Introduction of Industry
1.2 Introduction of Company
6. Chapter 2- Literature review
2.1 literature review
2.2 About the topic
7. Chapter 3 – Research Methodology
3.1 Objective of the study
3.2 Research Methodology of the study
8. Chapter 4- Analysis $ Interpretation
9. Chapter 5- Findings and Suggestions
5.1 Findings
5.2 Suggestions
10. Chapter 6- Conclusion
11. BIBLIOGRAPHY

EXECUTIVE SUMMARY

The project was done to obtain the current level of strategy of Bajaj Electrical Ltd. So also
what are their preferences in buying electrical products? Both coupled yielded reasons for
current level of strategy and means to increase it. There was insufficient secondary data due
to which primary which primary data was collected. The project was conducted within the
west delhi.
With a sample size of 50 respondents. The data collected was analysed with the help of
statistical tools like frequency charts like bar and pie where used to analysed the data. The
findings analysed and based on the analysis conclusion where drawn and requisite
recommendation were provide. These includes:

1.Concentrating more on advertisement

2. Providing better discounts

3. Lower down the price

 CHAPTER-1
INTRODUCTION

A. INTRODUCTION OF INDUSTRY

BAJAJ Electricals Ltd is working out a marketing strategy, which includes launching new
brands at different price points and a campaign through print and electronic media for its fans
and cooler segments.

The company's TV commercial is expected to roll out in March, with an advertisement

budget of Rs 4 crore. The campaign will see 20-second films with different creatives to
highlight the company's marketing pitch — `Bajaj fans sabsetez' and Bajaj coolers, `ekdum
solid thanda'.
"Our products can be seen only in the last few seconds in these ads. For example, one
campaign will open with a scene of papers flying around in a room, and only towards the end,
we show our fan is the reason for that," says Mr R. Ramakrishnan, President and Chief
Operating Officer.

Also, the company will use a series of five-second shots that will seek to highlight its claim
that Bajaj fans have the largest RPM (rotation per minute). "The average RPM of our fans is
about 400, while those of our competitors range from 330-340," Mr Ramakrishnan told
Business Line.

As part of its marketing strategy, Bajaj Electricals plans to come out with new products at
different price points. "We will be sharpening our focus on the two new products in the fans
segment, Bahar and Maxima, which are priced at Rs 800 and Rs 900, respectively. This is
just a little over the prices offered by the unorganised sector. The idea is to get a slice of the
unorganised market based on our brand equity. At the other end, we will be introducing new
brands such as Bajaj Regal Gold and Bajaj Crown, which are priced at about Rs 1,250," he
said, adding that the company's objective was to offer products in a wider price band.

India's fan market is growing at a steady clip. It is estimated at three lakh-four lakh pieces a
year in the organised sector. In the previous financial year, the company had sold about
52,000 pieces and this year its fan sales are likely to cross 65,000. "We are at present No. 3 in
the industry and we would like to move up to the second position, after Kenstar, shortly,"
according to Mr Ramakrishnan.

In the cooler segment, the company plans to come out with a new product, Bajaj Coolest,
which will be at the top end, in March.

Apart from launching new products, the company is also strengthening its distribution
network, with more focus on having new dealers. "We had some 6,000 retailers about three
years ago, today we have more than 10,000. New dealers accounted for about 20 per cent of
our growth in sales last year," Mr Ramakrishnan said.

Bajaj Electricals reported a net profit of Rs 5.51 crore in the first nine months of the current
fiscal, against a loss of Rs 6.31 crore during the corresponding period of the previous fiscal.
A five-pronged turnaround strategy, envisaging a 15 per cent increase in topline growth,
focus on products that yield higher margins such as luminaries and appliances, reduction of
working capital, cutting fixed costs and increasing consumer pull through brand building
exercises.

Bajaj Electricals CMD Shekhar Bajaj says there is a scope for an economy brand that would
change the nature of the consumer electronics business in rural India. These products are
likely to be priced much lower than Bajaj’s existing products, and would come with a
different finish and design

Bajaj Electricals is set to follow a ‘meragaon, meradesh’ strategy to keep its growth curve
intact.

The company, known for its mass market strategy, is planning to launch rural-specific brands
under the Bajaj umbrella to tap the most price-sensitive segment in the country — the rural
mass.

“We are working on the options. Essentially, these would be economy brands targeting the
people living in rural areas. These could be sub-brands, or could also come with a unique
identity under the Bajaj umbrella,” said Shekhar Bajaj, chairman and managing director,
Bajaj Electricals.

The company is yet to finalise a name for the brand, as well as the launch date. However, the
economy brand is likely to be introduced within the next year. “Rural and semi-urban India
have been identified among the key growth drivers for future,” Bajaj said.

These products are likely to be priced much lower than Bajaj’s existing products, and would
come with a different finish and design, said Bajaj. The company has already tested the semi-
urban and tier-IV cities with sub-economy products. “Now, we feel the need for an economy
brand that would change the nature of the consumer electronics business in rural India,” he
aspires.

But, before it launches the economy brand, Bajaj would finalise the strategies for its
distribution in rural India, including villages that have power just for a few hours a day.
Pricing is important, but one should keep in mind the quality of the products, as these would
bear the Bajaj name. Bajaj believes that penetrating the markets, which are mostly dominated
by unorganised local assemblers, would not be difficult as Bajaj is already a known name in
Indian households.

Krunal Mehta, vice-president (brand management), Angel Broking, said that it could be “a
very good ploy” to enter the rural markets with a separate brand. Given its strong dealer
network, coupled with strong product range, it would be a “logical move” for Bajaj “to create
a parallel target segment and cater to that so that the growth multiplies”, said Mehta.

The new economy brand would have the entire range of Bajaj’s existing product portfolio,
including lighting products, appliances such as irons, water heaters, immersion equipment,
low-cost fans, and some rural-specific products could also be added, depending on market
feedback, said Bajaj.

Bajaj would essentially set up regional super stockists and distributors to push the economy
brand in areas with population below 50,000.

Besides, Bajaj is toying with the idea of introducing a separate brand for the modern retail
format. “This would be high-end products targeting the affluent class. Separate brands for
different set of consumers would maximise the distribution mechanism. So, a product that
could be sold through modern retail, would not be pushed through the dealers or distributors
in the mass market,” Bajaj pointed out.

Bajaj Electricals, which reported Rs 3098 crore revenue in FY12, is targeting more than 20
per cent rise in sales in FY13 with revenue reaching Rs 3,700 crore.

The company is also likely to focus on LED products for the metro markets over the next five
years. Bajaj said about 50 per cent of urban consumers are estimated to shift to LED over the
next three to four years. But, it would continue to sell tradional lighting equipment and fans,
to cater to the rural and semi-urban markets. “People in rural and semi-urban areas are
unlikely to shift to LEDs so early given these products are expensive,” he added. To enhance
its technology and product offering in LED, Bajaj Electricals has tied up with US-based
RUUD Lighting and MegaMan, he said.

With prices of domestic LPG going up and the government capping supply of LPG cylinders
for domestic use, Bajaj expects sale of induction cooker would cross Rs 150 crore in FY13, a
50 per cent rise from Rs 100 crore last fiscal year. “We are readying the inventory,” he said.
A considerable portion of induction cooker sales would come from semi-urban areas, he
added.

B. INTRODUCTION OF COMPANY

Bajaj Electricals Ltd (BEL) (BSE: 500031) is an Indian consumer electrical equipments

manufacturing company based in Mumbai, Maharashtra. It is a part of the 380 billion
(US$5.6 billion) Bajaj Group. It has diversified with interests in lighting, luminaries,
appliances, fans, LPG based Generators, engineering and projects. Its main domains are
lighting, consumer durables, engineering and projects. Lighting includes lamps, tubes and
luminaires. Consumer durables include appliances and fans. Engineering and projects include
transmission line towers, telecommunications towers, highmast, poles and special projects,
and others include die casting, wind energy&solar energy. Some notable project includes
lighting works at the Commonwealth Games stadium and the BandraWorli Sea Link

It has 19 branch offices spread in different parts of the country with a chain of about 1000
distributors, 4000 authorised dealers, over 400,000 retail outlets and over 282 Customer Care
centres.

2.2 History

It was incorporated on 14 July 1938 as Radio Lamp Works Limited under the Indian
Companies Act, 1913 as a Public company limited. On 1 October 1960 it was renamed to
Bajaj Electrical Limited. In 1964, Matchwell Electricals (India) Limited, ("Matchwell"), a
manufacturer of electric fans became a subsidiary of the Company and subsequently, with
effect from July 1, 1984, the business and undertaking of Matchwell was amalgamated with
the Company. In the financial year 1993-1994, Bajaj Electricals entered into a joint venture
with Black & Decker Corporation, United States, for the manufacture and marketing of
power tools, household appliances, and related accessories, through a separate company
named Black & Decker Bajaj Private Limited, ("Black & Decker Bajaj"). During the
financial year 1999-2000 Black & Decker Bajaj became a 100% subsidiary of the Company
upon the Company acquiring a further 50% of the shareholding thereof from Black & Decker
Corporation, pursuant to which Black & Decker Bajaj was renamed as Bajaj Ventures
Limited. However, in the financial year 2002-2003, the Company divested 50% of its
shareholding in Bajaj Ventures Limited and Bajaj Ventures Limited ceased to be a subsidiary
of the Company. In January 1998, the Company established a new manufacturing unit at
Chakan near Pune and commenced operations of manufacturing of fans and die-cast
components. The production of fans at the manufacturing activities of the Matchwell unit also
was gradually shifted to the Chakan unit. In September 1999, Bajaj established and
commissioned a wind energy generation unit with an installed capacity of 2.8 mega watts at
Village Vankusawade, Tal. Patan, District Satara, Maharashtra. The facility continues to run
profitably till date.

In the year 2000-2001 the Company set-up manufacturing facilities including a fabrication
unit and a galvanizing plant at Ranjangaon, near Pune for the manufacture of high masts,
lattice towers, and related products, and the said manufacturing facilities commenced
commercial production with effect from April 1, 2001.

In November 2002, the Company entered into a technical collaboration and brand licensing
agreement with Morphy Richards, United Kingdom, for the sales and marketing of electrical
appliances under the brand name of "Morphy Richards" in India.

In the year 2005 the company entered into a Distribution agreement with TriluxLenze of
Germany for high end technical lighting.

In the year 2007, the company acquired 32% of the share capital of Starlite Lighting Limited,
a company engaged in the manufacture of Compact Fluorescent Lamps ("CFLs").

In 2012-2013, they have completely divested the stake and association with Black & Decker
Corporation, USA.

In 2015 Bajaj Electricals appointed OnAds Communications (a part of onads group ) as their
sole creative partner.

2.3 Product

Home & Kitchen Appliances

In our fast paced world, smart solutions are the need of the hour to keep our life moving
smoothly. Bajaj Electricals fulfils this need with its stylish yet affordable appliances for your
entire kitchen and home needs. No more spending hours over simple chores like chopping,
grinding, boiling hot water for bathing, with our appliances, you can enjoy ease and
convenience by simply switching on. So, step in and make your life a little less complex.

Food Processing

BAJAJ LED BULB 12W B22

Appliances

 Food Processing
 Juicer
 Mixer Grinders
 Food Processor
 Juicer Mixer Grinder
 Hand Blenders
 Vegetable Choppers
 Breakfast & Snacks
  Pop up Toasters
 Sandwich toaster

 Cooking Appliances
 Microwave Ovens
 Oven Toaster Grillers
 Cook Tops
 Hobs & Chimneys
 Induction Cookers
 Pressure Cookers
 Cookware
 Electric Rice Cookers
 Air Fryer

 Beverages
 Electric Kettles
 Electric Tea Maker
 Coffee Makers
 Garment care
 Dry iron
 Steam Iron
 Water Heaters
 Storage Water Heater
 Instant Water Heater

 Water purifier
 Electric Water Purifier
 Non Electric Water Purifier
 Room Heaters and Coolers
 Room Heaters
 Room Coolers

Fans
  Ceiling Fan
 Exhaust Fan
 Pedestal Fan
 Table Fan
 Wall Fan
 Fan Catalogue

Lighting

 LED Lights
 Portable LED Lights

Platini

 Stand Mixer
 Slow Juicer
 Bread Maker

Bajaj Electricals
Parent Company Bajaj Group
Category Electrical Equipment
Sector Industrial Products
Tagline/ Slogan Inspiring trust
Well diversified product market has enabled it to deliver
USP complete electrical solutions to its customers
STP
Electric Appliances, Fans and Lighting, consumer durables,
Segment engineering and projects
Target Group Telecom Companies, defense and aviation Entities,
Construction companies, Telecommunication companies,
 Public utilities
A learning electrical company producing quality products with
Positioning great trust
SWOT Analysis
1. Decades of experience in design, development and
manufacturing

2. Strong financial performance

3. Diversified into many segments  and tapping sophisticated

markets

4. High liquidity has enabled it to invest in new technologies

and have grown in many segments

5. Market leadership and price competitiveness

6. Has a strong workforce and good brand presence due to

Strengths TVCs and print ads
1. The brand has less penetration across international market

Weaknesses 2. Market share is limited due to intense competition

1.Expansion through Strategic Alliances

2. Growth in its product line could increase demand

3. Population growth and urbanization is increasing the

demand

4. Emphasis on in-house R&D for Technology Development

Opportunities 5. Focus on Technology Intensive Products

Threat 1. Maturing categories,products, or services

2.Competition from private firms

 3. Cheaper technolog

4. Price wars
Competition
1.Panasonic Appliances India Company Ltd
2.Whirlpool of India Ltd
3.V-Guard Industries Ltd

Competitors 4. Khaitan Electricals Ltd.

 CHAPTER:2
LITERATURE REVIEW

2.1 LITERATURE REVIEW

Marketing’s four Ps -- product, price, promotion and placement -- are the basic components
of any marketing mix. The decisions you make with regard to all of these elements can mean
the difference between success and failure. There are many factors that will have an influence
on how you set the price for your product or service, with some of them internal and some
external, and most of them will fluctuate over time.

Competition

A competitive pricing strategy, where prices for a product or service are set based primarily
on the prices of the competition, is best suited for a price-sensitive and highly competitive
market. Whether you use this type of strategy or not, you should always take your
competition’s pricing into account when setting your own pricing, unless you hold a
monopoly. If consumers perceive your product and your competition’s as having equal value,
you could lose out in a big way if your competitor’s price is lower than yours is.
Market Demand

The laws of supply and demand should always come into play when setting your pricing. If a
product is in high demand, particularly if demand exceeds supply, then the market can bear a
higher price. Conversely, if demand dwindles, consumers will not be willing to pay higher
prices. Your pricing should remain relatively stable over time, but you can put promotions in
place to discount the price when needed.

Brand Strategy

Setting your prices without a thorough grasp of your brand objectives can destroy any brand-
building efforts. Your price is a part of your brand image. Think about Walmart, which has
built its entire brand around low pricing, or Tiffany & Co., whose consumers expect high-end
pricing. If your products’ prices are not in line with your brand image, you will most likely
confuse consumers instead of convert them.

Cost of Goods Sold

If you want to make a profit on the sale of your products, you must charge a higher price than
what it cost you to actually produce and transport them. The cost of goods sold almost always
plays an integral role in any pricing strategy. The exception to this is if you are promoting
your product as a loss leader. A loss leader is a product that is sold below cost as an incentive
for consumers to purchase other products at normal prices. Many mobile carriers, for
example, sell cell phones at hugely discounted rates so that consumers will sign on for one of
their cell phone service packages.

Competitive Pricing Strategy – See How Products Are Priced

Effective pricing is essential for a business. That’s the only way they’d know at what price
they should offer a product, while maintaining a good profit margin and keeping up with the
competition. A business can pick from a variety of pricing strategies and the selection
depends on different factors.
A business can set a price to maximise profitability on each unit sold or on the overall market
share. It can set a price to stop competitors from entering the market, or to increase its market
share, or simply to stay in the market.

Pricing is one of the most important components when it comes to creating marketing
strategies. The price is one of the first things that a consumer notices about a product and is
one of the deciding factors when it comes to their decision to buy it or not.

Needless to say, the competition in the market is on a constant rise, especially with the ever
growing popularity of online shopping. This means that businesses need to keep an eye on
their competitors’ behaviour while setting prices in order to get the much needed competitive
edge in the market. Comparing prices online is easy and customers are well aware about the
monetary value of a product. These factors are also important considerations while setting the
price for a product or service.

Among the various models of pricing, competitive pricing is one that has caught the fancy of
many businesses. Having a monopoly is one thing—you can set the price the way you want
(of course there are few government norms) but setting pricing strategies based on
competitors’ behaviour isn’t an easy task.

Here’s an insight to competitive pricing theory, used by most companies around the world.

What Is Competitive Pricing Strategy?

When a product is priced in accordance with what the competition is charging, it’s known as
competitive pricing. It is one of the four major pricing strategies adopted by most companies.
The other three include, cost-plus strategy, where a prefixed profit margin is added over the
total cost of the product, demand pricing, under which the price is set by establishing the
optimal relationship between volume and price, and markup pricing, where a percentage is
added (as profit) over the wholesale price of the product.

When it comes to competition based pricing strategy, the purchasing behaviour of customers
is an important criteria. Some of the factors that companies take into account are costs,
competition, and price sensitivity. In order to ensure profitable sustenance of the business,
managers have to set the price such that it covers the production cost, company overheads
costs, and also offers suitable profits.
In order to establish the right competitive price for your product, you need to take into
account the product life cycle and the stage your product is in. Competition is one factor that
you can ignore if your product is in the developmental stage. However, if it’s a part of the
market, and fighting with a relatively high number of substitutes and competitors, then
considering the actions of your competitors might be one factor driving your profit. You have
three choices—price your product lower, higher, or same as your competitor. The most
common tactic is to set the price according to the competitors, also known as competitive
pricing strategy.

As already mentioned, there are three things that you can do in order to set the right
price for your products:

1. If you’re planning to set the price above the price of your competitor, then you’d need to
bring in new features and improvements in your product that would justify the increased
price.
2. Pricing below your competitor’s price depends on your resources. If you can increase the
volume without affecting the production cost to a great extent, then this might be a good
strategy for you. However, there’s the risk of diminishing profit margin and you might not be
able to recover your sunk cost and even face bankruptcy. So, it’s really important that you
evaluate each step of your competitor while establishing the price for your product.
3. When you set a price equivalent to your competitor, then the differentiating factors cease
to exist. The focus shifts to the product itself, and if you can offer more (and better) features
at the same time, it’s a win-win for you, and your competitors will fall behind.

So, competitive pricing is a game to play. Competitive pricing intelligence demands that you
have in-depth knowledge of your market and target audience.

A lot of effort goes into the process of establishing the price based on competition. According
to a recent survey, minor variations in prices can lower or raise profit margins by more than
20-25%. Competitive price analysis is essential to competitive pricing strategies. Let’s look at
some competitive pricing examples, to get a better understanding of this process.
Competitive Pricing Examples

The concept of competitive pricing is best understood when there are only two competing
parties. Suppose, two companies manufacture detergent for washing clothes. Both will charge
the same price and if one company wants to compete with the other, will advertise saying
why it’s product is better.

Even big corporate giants sometimes resort to competitive pricing strategy when they want to
enter a new market. They have to set the price almost equivalent to their competitor, even if
the production cost is high. In case the production cost is higher, they’d have to play around
and adjust prices of packaging, advertising, and distribution.

Some companies have to use competitor based pricing, as often price is the only factor
customers consider while buying a product and the switching cost for buying a product from
two different stores is very low. However, in many cases like software, competitor’s
behaviour or data shouldn’t be the central factor for determining prices. There are numerous
other variables that need to be considered in this case.

Key factors to consider in price optimization

A customer, while looking at a product in your store, may decide to

search for it online – while in your store. Finding a better deal, he leaves your store – to go
and get it elsewhere at a better price. Price – it has become a key consideration in the
purchase decisions of today’s budget-conscious shoppers, as they grapple with a recessionary
economy.

Intense competition for the shoppers’ wallet leaves you with a very narrow margin for errors
in your pricing strategy. For every SKU in your store, you have to hit on that ‘magic’ price
which best drives its sales and profitability – while fitting in with your overall price image.
Not surprisingly, price optimization is an essential part the retail game today. It helps you
have better control over your pricing decisions across every category and product type – from
fast sellers to perishables. With price optimization, the process of determining the right price
of a product has clearly moved away from rudimentary tools and ‘gut-feelings’ to an actual
data-backed science. It involves relying on techniques such as demand modelling and ‘what-
if’ scenarios to understand the impact of an item’s price on its sales and margin performance
– and fixing a price that works for your retail business goals.

Basic microeconomic theory only factors in the customer’s assessment of the utilitarian value
of a product. It doesn’t account for psychological factors like reference pricing, which play an
equally important role in the customer’s purchase decision.

An effective price optimization strategy, on the other hand, will prompt you to factor in the
product lifecycle, category goals and competitor price strategies. You also need to keep in
mind the product’s price elasticity, the psychological influence of reference pricing, the price
image of your brand and the seasonality of products.

What does this tell us? Price optimization is not an out-of-the-box solution — there are
several factors that affect your price decisions and its impact on the customer.

Here are some factors you should keep in mind while implementing price optimization
decisions for your products.

Factor in price elasticity of products

Price elasticity is the response of an item’s sales to changes to its

price. Different product categories display varying degrees of price elasticity. Grocery store
items, for example, are often very price sensitive with +/- 1 per cent price changes resulting
in as much as an 8 – 10 per cent change in sales. In contrast, high-end gourmet food
categories are often inelastic as consumers who purchase these premium-priced categories are
not as value-conscious as shoppers in a regular grocery store environment.
An effective strategy is to fix lower prices for the more price-elastic items to get your
customers into the store as a first step. You can then offset this through higher prices on some
of the higher-margin or price inelastic items. Effective optimization programs look at all
products, especially those in the mid-price range and recommend price tweaks, sometimes as
little as a nickel an item, which translate into huge operating profits.

A surprising find in grocery retail is that customers almost always react strongly to price
increases. But lowered prices very often go unnoticed – at least for a while. A leading grocery
chain found that lowering the price of flavoured yogurt by 10 cents was likely to boost sales
as much as 35%. The price optimization was implemented across its urban stores with not
much of an uptick in sales, following this. The retailer followed the price change with “new
low price” advertisements and prominent ‘special price’ signage near the yogurt shelves.
Sales increased by nearly 45%, exceeding initial projections.

While playing with price, keep lifecycle and seasonality in mind

In short life-cycle retail segments such as apparel, books, toys, video games and music,
pricing decisions vary vastly depending on the product’s lifecycle stage. From initial launch
and rapid growth to maturity and the end of its lifecycle, price has to be used as a strategic
tool – to extract as much revenue as possible at every stage. So, ‘special launch offer’ pricing
can be used to encourage large numbers of people to try a new product until it gains traction
in the market. Similarly, you can fix premium pricing for a new, limited edition dress or
assign the right per cent of discount at the end of a product’s life cycle – when its sales are
slowing down.

Tying price to seasonality is another smart strategy to get the best

results out of your price optimization efforts. For example, toys and electronics tend to
exhibit very sharp increase in demand during the period from Thanksgiving all the way up to
Christmas. Your price strategy should take advantage of this this run-up and peaking of
seasonal demand.
In the past, Walmart has announced a flat $10 price on hundreds toys in its stores, right
through Christmas – a strategy that saw footfalls and sales volumes sky rocket during the
period. In a run up to the holiday season, leading retailer Target announced price cuts on
some of its popular toy brands, including Barbie and Fisher Price, by as much as 50 per cent.
The price cuts, which came into effect from the beginning of October, applied to online and
in-store purchases – and resulted in higher profits and sales.

Watch out when jumping on to the pricing trends bandwagon

Customers today are more empowered because of the availability of information at the click
of a button. High rates of smartphone adoption combined with easy access to retailer
information through mobile devices, and access to applications like the Amazon Price Check
App, give customers immediate, real time insights into the pricing landscape.

To counter this, many retailers have begun “Every Day Low Prices” (EDLP) model in an
effort to attract customers with the promise of low prices – without the need to wait for sale
price events. This has worked well for retailers like Sam’s Club, Costco and Walmart, which
is the largest EDLP retailer in the world today. However, JC Penney’s recent shift to an
EDLP pricing strategy by rounding prices off to the nearest dollar did not work well with
loyal customers. Before the switch, JCP was the most aggressive coupon retailer next to Bed
Bath & Beyond. Frequent JC Penney customers subscribed to the culture of discounting (in
2011 alone there were 590 sales). Its shift to the EDLP strategy was out of sync with
customer expectations. So it’s important for you to evaluate how well a new pricing strategy
will affect your customers and your brand before deciding to adopt it.
Optimum prices that work for you – and your customer

Keeping track of hundreds of products and altering prices manually is

a near impossible task for any retailer. And as if this was not complicated enough, your
pricing decisions should also keep in mind shopper preferences, market trends and the latest
purchase patterns i.e., information available to you in your POS systems, loyalty card
schemes and online transactions.

An efficient price optimization system, with a strong analytics back-end, will process the
impact of customer and sales data, to fine-tune your pricing strategy. It will help you
automate your pricing processes and manage prices effectively at every level of your retail
value chain – from stores to categories and SKUs. These analytics driven pricing mechanisms
will use the vast array historical price, sales, cost, customer and competitive price data to help
you fix prices that dramatically increase profits while keeping your customers coming in.

B.ABOUT THE TOPIC

DIFFERENT TYPES OF MARKETING STRATEGIES

marketing is a strategy used by companies to communicate with the consumer and make him
knowledgeable about the various features of their products and services. it is an essential part
of attracting the target buyers to a particular product, and companies use various innovative
or tried-and-tested techniques to stay ahead of their competitors and make their place in the
market.

here are some of the most popular and effective types of marketing:

types of marketingaffinity marketing – also known as partnership marketing, this technique

links complementary brands, thereby creating strategic partnerships that benefit both
companies. while one adds value to existing customers by generating more income, the other
builds new customer relationships.

alliance marketing – here two or more entities come together to pool in their resources to
promote and sell a product or service, which will not only benefit their stakeholders, but also
have a greater impact on the market.

ambush marketing – this strategy is used by advertisers to capitalize on and associated

themselves with a specific event without the payment of any sponsorship fee, thereby
bringing down the value of sponsorship. it has sub-categories like direct or predatory
ambushing or indirect ambushing by association, to name a few.

call to action (cta) marketing – cta is a part of inbound marketing used on websites in the
form of a banner, text or graphic, where it is meant to prompt a person to click it and move
into the conversion funnel, that is, from searching to navigating an online store to converting
to a sale.

close range marketing (crm) – also known as proximity marketing, crm uses bluetooth
technology or wifi to promote their products and services to their customers at close
proximity.
cloud marketing – this refers to the type of marketing that takes place on the internet, where
all the marketing resources and assets are transferred online so that the respective parties can
develop, modify, utilise and share them.

community marketing – this technique caters to the needs and requirements of the existing
customers, as opposed to using resources to gather new consumers. this promotes loyalty and
product satisfaction and also gives rise to word of mouth marketing among the community.

content marketing – in this case, content is created and published on various platforms to
give information about a certain product or service to potential customers and to influence
them, without making a direct sales pitch.

cross-media marketing – as the name suggests, multiple channels like emails, letters, web
pages etc are used to give information about products and services to customers in the form
of cross promotion.

database marketing – this utilizes and information from database of customers or potential
consumers to create customised communication strategies through any media in order to
promote products and services.

digital marketing – this strategy uses various digital devices like smartphones, computers,
tablets or digital billboards to inform customers and business partners about its products.
internet marketing is a key element in digital marketing.
direct marketing – this is a wide term which refers to the technique where organizations
communicate directly with the consumer through mail, email, texts, fliers and various
promotional materials.

diversity marketing – the aim of this strategy is to take into account the different diversities
in a culture in terms of beliefs, expectations, tastes and needs and then create a customized
marketing plan to target those consumers effectively.

evangelism marketing – it is similar to word-of-mouth marketing, where a company

develops customers who become voluntary advocates of a product and who promote its
features and benefits on behalf of the company.

freebie marketing – here a particular item is sold at low rates, or is given away free, to boost
the sales of another complimentary item or service.

free sample marketing – unlike freebie marketing, this is not dependent on complimentary
marketing, but rather consists of giving away a free sample of the product to influence the
consumer to make the purchase.

guerrilla marketing – unconventional and inexpensive techniques with imagination, big

crowds and a surprise element are used for marketing something, a popular example being
flash mobs.

by keeping in mind the distinctive features of the product, the demographics of the target
consumer and their spending power, and the current strategies of existing companies, an
effective marketing strategy may be successfully created.

Marketing strategy
If the company has obtained an adequate understanding of the customer base and its own
competitive position in the industry, marketing managers are able to make their own key
strategic decisions and develop a marketing strategy designed to maximize the revenues and
profits of the firm. The selected strategy may aim for any of a variety of specific objectives,
including optimizing short-term unit margins, revenue growth, market share, long-term
profitability, or other goals.

To achieve the desired objectives, marketers typically identify one or more target customer
segments which they intend to pursue. Customer segments are often selected as targets
because they score highly on two dimensions: 1) The segment is attractive to serve because it
is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high
prices), or other factors; and 2) The company has the resources and capabilities to compete
for the segment's business, can meet their needs better than the competition, and can do so
profitably. In fact, a commonly cited definition of marketing is simply "meeting needs
profitably."
The implication of selecting target segments is that the business will subsequently allocate
more resources to acquire and retain customers in the target segment(s) than it will for other,
non-targeted customers. In some cases, the firm may go so far as to turn away customers who
are not in its target segment. The doorman at a swanky nightclub, for example, may deny
entry to unfashionably dressed individuals because the business has made a strategic decision
to target the "high fashion" segment of nightclub patrons.

In conjunction with targeting decisions, marketing managers will identify the desired
positioning they want the company, product, or brand to occupy in the target customer's
mind. This positioning is often an encapsulation of a key benefit the company's product or
service offers that is differentiated and superior to the benefits offered by competitive
products.

It is complete and an unbeatable plan designed specifically for attaining the marketing
objective of a firm. The marketing objective indicate what the firm want to achieve. The
marketing strategy provides the design for achieving them the linkage between marketing
strategies and over all corporate success is indeed direct and vital. Realizing the marketing
objectives is the purpose of two generic categories .

1. Price based

2. Differentiation based

PRICE BASED MARKETING STRATEGY

a business that opts for the price route in its competitive battle will enjoy certain flexibilities
in matter of its product and use prices as main competitive level . it will price its product to
suit the varying competitive demands . it will be enjoying certain inherent cost advantages ,
which permits it to resort a price based fight . the major forms where such cost advantage can
occurs are economies of sale , absolute cost advantages ,. Benefits of early entry a large
market share build over a time .it provides freedom in the matter of pricing but after
producing a particular product and getting stuck in the face of the competition , one can not
successfully opt for a price led strategy .

THE DIFFERENTIATION BASED STRATEGY

marketing strategy based on differentiation works on the principle that any aspect of the offer
and any activity of the firm can be made distinctive compared with the competiting offers.
Right from technology, plant location to post sale and service a company can perceptibly
differentiate and many buyer values. Companies usually choose those functions , Which give
them the greatest relative advantage.

MARKETING

Many businesses owners and managers struggle with how to implement effective sales and
marketing techniques, according to sales and marketing trainer Bob Leduc. While there is no
one-size-fits-all solution to implementing effective sales and marketing techniques, you can
take a number of steps as a business owner or manager to help the company meet its goals
and objectives.

Step 1

Identify and promote the unique selling proposition. You may sell the same or a similar
product or service as your competition, so you have to determine why customers should do
business with your company instead of your competitors. What differentiates your business
from another is called the unique selling proposition--showing customers the special benefits
they receive from doing business with you.

Step 2
Encourage customers to become a cheering squad for your business. Gather testimonials from
customers, and use these testimonials in your sales and marketing literature. Place video and
text testimonials on your company website. Print the testimonials in your brochures; and
include testimonials in your e-newsletters. Social media networks can bring current and
potential customers together to create a cheerleading squad to promote your business.
Prospective customers tend to believe what their peers say about a company more than what
the company says about its own products and services.

Step 3

Ensure that all of your marketing and sales efforts include a call to action. A call to action is a
statement that tells prospects and customers what they need to do next. For example, at the
end of a brochure, you may include a statement that says, “Call 305-555-1111 today for your
free consultation.” Never leave it to chance that customers know what they should do next.
Decide what you want them to do, and then tell them.

Step 4

Emphasize benefits instead of features. Many companies make the mistake of promoting the
features of a product or service, instead of how the product or service benefits the customers.
Customers tend to be egocentric, so they are interested in knowing what’s in it for them. Tell
them how your product or service benefits them, rather than focus on how it benefits you.
Always include these benefits in your marketing and sales information.

Step 5

Add an irresistible offer. Give customers a reason to respond to your sales and marketing
techniques by making them an offer they simply cannot refuse. An irresistible offer may
include a free gift, a discount or bonus items.

Working with mid-size companies, we often hear the terms Sales and Marketing used
together. In some ways, this is logical because the two need to work together. But in fact,
they are two very different functions and require very different skills.

Business leaders know what Operations is; they make stuff. They know what Accounting is;
they record and control the money. And they know what Sales does; they sell stuff. So if you
are not making stuff, selling stuff, or recording the money, what is marketing and why do you
need it?

Sales = Sell What’s in Stock

The job of Sales is to “sell what’s in stock”. The company has specific products or services
and the job of Sales is to sell those things. Sales develops relationships with customers and/or
channel partners. They knock down the doors, overcome objections, negotiate prices and
terms and often work internally to be sure their customer’s orders are filled.

The perspective of Sales is from inside the company out toward the customers and their
horizon is focused on this week, this month and this quarter. If sales is not focused on the
now, then there may not be any revenue this week, month or quarter.

Marketing = Align with Customers, Now and for the Future

A key job of Marketing is to understand the marketplace from the perspective of the customer
looking back towards the company and helping lead the company where it should be in the
future. Marketing’s job is to direct the organization toward the segments, or groups of
customers and channels where the company can profitably compete. It should help the
organization see how it needs to modify its product offerings, pricing and communication so
that it meets the needs of the distribution channel or end customers. (This is a function of
your market positioning strategy.)

Marketing also needs to convert the market understanding into tools and tactics to attract the
market, build (often digital) relationships, and develop leads. They may also direct Sales as to
where they should be hunting and what ammo to use. Note, however, that if Marketing
becomes a sales support function focused only on the now, the future can become lost.

Without Marketing, Sales Suffers

Not even the best hunter can bring home dinner if they are shooting blanks at decoys. 
Markets are constantly changing.  The job of marketing is to stay ahead of the changes, and
help the hunters see where they should be hunting and provide them with the right
ammunition. If Marketing is only focused on delivering the ammunition for today, nobody
will see where the industry is moving or where the company needs to hunt next. This limits
growth.

The VP of Sales and Marketing Myth

In all my years, working for companies that ranged from Fortune 100 to mid-size companies I
have never met anyone who was really good at both sales and marketing. I have held the title
of VP of Sales and Marketing, managing a 500 person sales and merchandising force. I was
really a marketing person with sales authority. The skills required to focus on the now and the
push of sales are different. In many ways, they are contrary to the skills of looking to the
future and the customer perspective of marketing. 

Every Sales organization feels they have a good understanding of their customers. But every
Sales conversation with a customer has a sales transaction lurking in the background.
Therefore, customers can never be completely open about their needs and wants when talking
to a sales person.

For a company to really grow, someone must have the job of looking out the window towards
where the company needs to go in the future. For many companies, this is the job of the CEO
and Sales hires someone to do some sales support and gives them a marketing title. But as
companies grow, the job of CEO starts to become a full time job in itself and the strategic
role of Marketing gets short changed. A 2011 study of mid-size companies by the University
of Texas showed that companies who separated the roles of Sales and Marketing were much
more likely to grow faster than the industry average. (Let us know if we can help you develop
a powerful new business growth strategy.)

Sales Promotion

Sales promotion includes incentive-offering and interest-creating activities which are

generally short-term marketing events other than advertising, personal selling, publicity and
direct marketing. The purpose of sales promotion is to stimulate, motivate and influence the
purchase and other desired behavioural responses of the firm’s customers.”

Sales promotion is often referred to by the names of ‘extra purchase value’ and ‘below-the-
line selling’.
Today we find companies in almost all sectors offering some sort of a promotion scheme.
These sectors range from automobiles to beverages, from financial services to foods, from
household durables to services, from household products to business products, from personal
care to textiles and apparel.

OBJECTIVES OF SALES PROMOTION

Sales promotion is a tool used to achieve most of the five major promotional objectives :

Building Product Awareness – Several sales promotion techniques are highly effective in
exposing customers to products for the first time and can serve as key promotional
components in the early stages of new product introduction.

Creating Interest – Marketers find that sales promotions are very effective in creating
interest in a product. In fact, creating interest is often considered the most important use of
sales promotion.

Providing Information – Generally sales promotion techniques are designed to move

customers to some action and are rarely simply informational in nature.

Stimulating Demand – Next to building initial product awareness, the most important use of
sales promotion is to build demand by convincing customers to make a purchase. Special
promotions, especially those that lower the cost of ownership to the customer (e.g., price
reduction); can be employed to stimulate sales.

CLASSIFICATION OF SALES PROMOTION

Sales promotion can be classified based on the primary target audience to whom the
promotion is directed. These include:

Consumer Market Directed - Possibly the most well-known methods of sales promotion are
those intended to appeal to the final consumer. Consumers are exposed to sales promotions
nearly everyday, and as discussed later, many buyers are conditioned to look for sales
promotions prior to making purchase decisions.

Trade Market Directed – Marketers use sales promotions to target all customers including
partners within their channel of distribution. Trade promotions are initially used to entice
channel members to carry a marketer’s products and, once products are stocked, marketers
utilize promotions to strengthen the channel relationship.

Business-to-Business Market Directed – A small, but important, sub-set of sales

promotions are targeted to the business-to-business market. While these promotions may not
carry the glamour associated with consumer or trade promotions, B-to-B promotions are used
in many industries.

FUNCTION OF SALES PROMOTION

Sales promotion is a short-term marketing strategy designed to achieve a specific purpose.

Sales promotion differs from advertising in that its intent is to create a sense of urgency to
encourage immediate action as opposed to building sales or a brand over a long period of
time. Sales promotion may take the form of a temporary price reduction or a campaign to
introduce an item.

Production Differentiation
Use of sales promotion techniques helps to differentiate your products from those of your
competitors. This is especially beneficial are your products offered essentially the same
features and benefits as others on the market.

Attract Customers: Sales promotions are used to attract customers during periods of slow
sales. For example, if you offer a seasonal product such as barbecue grills, by running a
promotion in the middle of winter where the price is reduced by 50 percent may encourage
people to buy a grill at a time where it might not otherwise cross their mind.

Increasing Market Share

Sales promotions can lead to an increase in market share for the manufacturer. The promotion
will likely increase your sales by taking away sales from your competitors. As a result, your
market share will increase while your competitors' share decreases.

New Product Introduction

Retailers can use sales promotions to introduce a new product. By offering the new item at a
reduced price and placing a "new item" sign in front of it, they can persuade customers to
give the new product

Marketing
Marketing is the process of performing market research, sellingproducts and/or services to
customers and promoting them via advertising to further enhance sales. It generates the
strategy that underlies sales techniques, business communication, and business developments.
It is an integrated process through which companies build strong customer relationships and
create value for their customers and for themselves. Marketing is used to identify the
customer, to satisfy the customer, and to keep the customer. With the customer as the focus
of its activities, it can be concluded that marketing management is one of the major
components of business management. Marketing evolved to meet the stasis in developing
new markets caused by mature markets and overcapacities in the last 2-3 centuries. The
adoption of marketing strategies requires businesses to shift their focus from production to
the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing
the needs and wants of target markets and delivering the desired satisfactions. It proposes that
in order to satisfy its organizational objectives, an organization should anticipate the needs
and wants of consumers and satisfy these more effectively than competitors.

Definition of Marketing Management:

Marketing Management is a business discipline which is focused on the practical application

of marketing techniques and the management of a firm's marketing resources and activities.
Rapidly emerging forces of globalization have compelled firms to market beyond the borders
of their home country making International marketing highly significant and an integral part
of a firm's marketing strategy. Marketing managers are often responsible for influencing the
level, timing, and composition of customer demand accepted definition of the term. In part,
this is because the role of a marketing manager can vary significantly based on a business'
size, corporate culture, and industry context. For example, in a large consumer products
company, the marketing manager may act as the overall general manager of his or her
assigned product. To create an effective, cost-efficient Marketing management strategy,
firms must possess a detailed, objective understanding of their own business and the market
in which they operate.[3] In analyzing these issues, the discipline of marketing management
often overlaps with the related discipline of strategic planning.
Traditionally, marketing analysis was structured into three areas: Customer analysis,
Company analysis, and Competitor analysis (so-called "3Cs" analysis). More recently, it has
become fashionable in some marketing circles to divide these further into certain five "Cs":
Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and
analysis of the industry Context.In Customer analysis is to develop a schematic diagram for
market segmentation, breaking down the market into various constituent groups of customers,
which are called customer segments or market segmentation's. Marketing managers work to
develop detailed profiles of each segment, focusing on any number of variables that may
differ among the segments: demographic, psycho graphic, geographic, behavioral, needs-
benefit, and other factors may all be examined. Marketers also attempt to track these
segments' perceptions of the various products in the market using tools such as perceptual
mapping.

Marketing management employs various tools from economics and competitive strategy to
analyze the industry context in which the firm operates. These include Porter's five forces,
analysis of strategic groups of competitors, value chain analysis and others. Depending on the
industry, the regulatory context may also be important to examine in detail.

In Competitor analysis, marketers build detailed profiles of each competitor in the market,
focusing especially on their relative competitive strengths and weaknesses using SWOT
analysis. Marketing managers will examine each competitor's cost structure, sources of
profits, resources and competencies, competitive positioning and product differentiation,
degree of vertical integration, historical responses to industry developments, and other
factors.

Marketing management often finds it necessary to invest in research to collect the data
required to perform accurate marketing analysis. As such, they often conduct market research
(alternately marketing research) to obtain this information. Marketers employ a variety of
techniques to conduct market research, but some of the more common include:

 Qualitative marketing research, such as focus groups and various types of interviews
 Quantitative marketing research, such as statistical surveys
 Experimental techniques such as test markets
 Observational techniques such as ethnographic (on-site) observation
Sales needs to be focused on the now. You can’t run a company unless your sales team is
focused on bringing in today’s business. But you can’t really ask your Sales leaders where the
company should go next and to develop the 18 month plan to get there without losing focus
on today’s revenue. Besides, if your sales executive was really good at developing future-
focused business strategies and tying that strategy to the plans and tools of marketing to make
it happen, they would be a marketing person and not a now-focused sales person.

CHAPTER:3
 RESEARCH METHODOLOGY

3.1 OBJECTIVES OF STUDY

The study was done primarily with the following objective in mind.

 To study the brands of BAJAJ Electricals Ltd & consumers perception with its
competitors.
 Understanding the customers, their needs, likes and dislikes helps to know what the
customers want.
 Analyzing the competition: Competitors are companies which satisfy the same
customer needs. Once a company identifies its primary competitors, it must ascertain
their characteristics, specially their strategies, objectives, strengths and weaknesses,
and reaction patterns in line with their target segment.
 To know why people buy BAJAJ Electricals Ltd and why some people prefer other
company.
 To study the features of different brands that give a good idea of various products and
services offered by the company.
  To understand the competitive environment in which the company is operating and is
desired to meet customer need and satisfaction.
 To provide useful information to the company about the product features of various
competing companies.

SCOPE OF THE STUDY

1. This study will help us to know the Market strategy towards the BAJAJ Electricals
Ltd.
2. This study is important to understand the changing marketing strategies for BAJAJ
Electricals Ltd.
3. This study helps to understand the need and their manufacturing process and
government policies for BAJAJ Electricals Ltd.

3.2 RESEARCH METHODOLOGY OF THE STUDY

SOURCES OF DATA COLLECTION

Primary sources
Looking into the objectives and information needed, I have chosen following two methods as
per the response of the subject:-
 Schedules
 Personal Interview.
Scheduler Method
Schedules will be fill in by the respondents.
Personal Interview Method
To take personal interview wherever it will be essential.
Secondary sources
Information was collected from secondary sources such as Magazines, newspapers, books,
Internet etc.
Sample size:
The sample size shorted out from the population (universe set) is 50 nos. to draw the
conclusion of the study.
Sample Area: New Delhi
Sampling Technique
Sampling techniques can be broadly classified in to two types:
 Probability Sampling (here the every item in the universe have the equal chance of
inclusion in the sample)
 Non Probability Sampling (Here the item in the sample are deliberately selected by
the researcher)
This project will be based on the non-probability, purposive, quota sampling.

TYPES OF RESEARCH
Research are mostly categorized in to four major categories:
 First is descriptive & Analytical
 Second Applied & Fundamental
 Third Quantitative & Qualitative
 Fourth Conceptual & Empirical

The project will be based on

Descriptive Research type – As it includes survey and fact finding enquiries of different kinds
of quantitative figures like sales and number of prescription generation are taken as the most
important feature for the analysis.
Tools for analysis
 Bar chart
 Pie-chart
As the data’s will be of various types such as comparing based on value as well as the relative
comparison, hence both the tools are to be use for the proper analysis of the data’s.
 CHAPTER:4

ANALYSIS AND INTERPRETATION

Q.1. How you aware about BAJAJ Electricals Ltd Products?

Table No. 1:

No. of Respondents Percentage

TV Ads 33 33%

Existing customers 21 21%

Magazines 24 24%

Friends 12 12%

Internet 10 10%
Total 100 100%

GRAPH No.1:
100 100%
90 90%
80 80%
70 70%
60 60%
50 50%
40 33 33% 40%
30 24 24% 30%
21 21%
20 12 12% 20%
10 10%
10 2 3 4 5 10%
1
0 0%
TV Ads Existing Magazines Friends Internet
customers

No. of Respondents Percent

Interpretation: From the above graph shows that 33% of the respondents came to know of
BAJAJ Electricals Ltd through TV ads, 24% of the respondents through magazines, 21% of
the respondents through the existing customers and 12% of respondents from friends, 10% of
respondents through internet. The above graph explained that majority of respondents are TV
ads and Magazines.

Q.2. What is your perception about BAJAJ Electricals Ltd?

Table No. 2:

Particulars No. of Respondents Percentage

Good 45 45%

Ordinary 25 25%

No comment 25 25%

Poor 5 5%

Total 100 100%

Graph No.2:
 45%
45%
40%
35%
30% 25% 25%
25%
20%
15%
10% 5%
5%
0%
Good Ordinary No comment Poor

Interpretation:

The above graph reveals that good perception comes from 45%, 25% have ordinary
perception about the BAJAJ Electricals Ltd and rest by 25% have No Comment, 5% have
poor perception.

3.: BAJAJ Electricals Ltd Ltd have Good Quality?

Table No. 3

Particulars Number of Respondent Percentage

Strongly agree 35 35%

Agree 45 45%

Neither agree 15 15%

Disagree 5 5%

TOTAL 100 100%

Graph No. 3
 45%

45%
40% 35%

35%
30%
25%
20% 15%

15%
10% 5%

5%
0%
Strongly agree Agree Neither agree Disagree

Interpretation:

The above graph shows that 35% of respondents strongly agree BAJAJ Electricals Ltd have
Good Quality, 45% agree, 15% Neither agree and 5% of respondents disagree.

4. Do you think BAJAJ Electricals Ltd products are more Quality & beneficial than
others?

Table No.4:

Product No. of Respondent Percentage

Yes 65 65%

No 35 35%

Total 100 100%

Graph No.4:
 35%

Yes
No

65%

Interpretation: The above graph showing is 65% of respondents saysBAJAJ Electricals Ltd
are more quality and beneficial than others. Only 35% of respondents Says No.

5.: On the basis of price and feature comparison, is BAJAJ Electricals Ltd economical?

Table. No.5:

No. of respondents Percentage

Extremely Agreed 15 15%
Highly agreed 20 20%
Agreed 45 45%
No Comments 12 12%
Disagreed 8 8%
Total 100 100%
 45%
45%
40%
35%
30%
25% 20%
20% 15%
15% 12%
8%
10%
5%
0%
Extremely Highly Agreed No Disagreed
Agreed agreed Comments
G RAPH No. 5:

Interpretation: The above graph showing is BAJAJ Electricals Ltd are economical. 15% of
public is extremely agreed with this statement, 20% is highly agreed, 45% is agreed and rest
of peoples answer is negative.

6. What is the Selling scale System of BAJAJ Electricals Ltd?

Table No.6

No. of Respondents Percentage

Excellent 35 35%

Good 25 25%

Fair 16 16%

Poor 12 12%
 Very poor 12 12%

Total 100 100%

Graph No. 6

35%
35%

30%
25%
25%

20% 16%

15% 12% 12%

10%

5%

0%
Excellent Good Fair Poor Very poor

Interpretation: In the above graph shows that 35% of people says excellent about selling
scale system of BAJAJ Electricals Ltd, 25% Good, 16% Fair, 12% Poor and rest 12% says
very poor.

7. State the level of satisfaction for the BAJAJ Electricals Ltd Products?

Table No.7

No. of Respondents Percentage

Satisfied 65 65%

Dissatisfied 15 15%

Not at all satisfied 13 13%

Neither Satisfied nor 7 7%

dissatisfied

Total 100 100%

Graph No. 7

65%
70%

60%

50%

40%

30%
15% 13%
20%
7%
10%

0%
Satisfied Dissatisfied Not at all Neither
satisfied Satisfied nor
dissatisfied

Interpretation: The above graph shows that 65% of respondents satisfied with BAJAJ
Electricals Ltd Products. Only 15% of respondents dissatisfied with its products.

8. How many years have you been using BAJAJ Electricals Ltd?

Table No.8:

Years No. of Respondent Percentage

1-2 Yrs 22 22%

2-3 Yrs 32 32%

3-4 Yrs 25 25%

More than 4 Yrs 21 21%

Total 100 100%

Graph No.8:

35% 32%

30%
25%
25% 22% 21%

20%

15%

10%

5%

0%
1-2 Yrs 2-3 Yrs 3-4 Yrs More than 4
Yrs

Interpretation: In the above graph shows that 22% of people using BAJAJ Electricals Ltd 1-
2 years, 32% respondents using 2-3 years, 25% respondents using for 3-4 years and rest 21%
respondents using More than 4 years.

9. Distribution of Respondents According to Occupation

Table No. 9

OCCUPATION RESPONDENTS PERCENTAGE

RETIRED 14 14%

PRIVATE JOB 12 12%

GOVT JOB 42 42%

STUDENT 16 16%

BUSINESS 16 16%

TOTAL 100 100

Graph No. 9

Interpretation : Out of 100 respondents 14% were retired,12% were private job holders,
42% were government job officials, 16% were students and 16% were businessman.

10. Distribution Of Respondents According To Qualification

Table No. 10

QUALIFICATION RESPONDENTS PERCENTAGE

MATRICULATE 8 8%

INTER 12 12%

GRADUATE 64 64%

POST GRADUATE 16 16%

TOTAL 100 100%

Graph No. 10
Interpretaion :Out of 100 respondents, 8% were matriculate, 12% were intermediate, 64%
were graduate and 16% were post graduate.

11. Does Advertisement Influence your decision in choosing BAJAJ Electricals Ltd
Products?

Table No. 11

No. of Respondents Percentage

Yes 87 87%

No 5 5%

Can’t Say 8 8%

Total 100 100%

Graph No. 11
 87%
90%
80%
70%
60%
50%
40%
30%
20% 8%
5%
10%
0%
Yes No Can’t Say

Interpretation: In the above graph shows that 87% of customer says yes advertisement
influence decision in choosing a BAJAJ Electricals Ltd.
 CHAPTER:5

FINDINGS AND SUGGESTIONS

5.1 FINDINGS OF THE STUDY

1. It reveals that 33% of the respondents came to know of BAJAJ Electricals Ltd. through TV
ads, 24% of the respondents through magazines, 21% of the respondents through the existing
customers and 12% of respondents from friends, 10% of respondents through internet. The
above graph explained that majority of respondents are TV ads and Magazines.

2. It reveals that good perception comes from 45%, 25% have ordinary perception about the
BAJAJ Electricals Ltd. and rest by 25% have No Comment, 5% have poor perception.

3. It is observed that 35% of respondents strongly agree BAJAJ Electricals Ltd. have Good
Quality, 45% agree, 15% Neither agree and 5% of respondents disagree.

4. It reveals that 35% of people says excellent about selling scale system of BAJAJ
Electricals Ltd. , 25% Good, 16% Fair, 12% Poor and rest 12% says very poor.

5. It is observed that BAJAJ Electricals Ltd. are economical. 15% of public is extremely
agreed with this statement, 20% is highly agreed, 45% is agreed and rest of peoples answer is
negative.

6. It reveals that 65% of respondents says BAJAJ Electricals Ltd. are more quality and
beneficial than others. Only 35% of respondents Says No.
7. It is observed that 65% of respondents satisfied with BAJAJ Electricals Ltd. Products.
Only 15% of respondents dissatisfied with its products.

8. It reveals that 87% of customer says yes advertisement influence decision in choosing a
BAJAJ Electricals Ltd.
5.1 SUGGESTIONS

 Create awareness & manage distribution services properly.

 There should be proper assortment of various product categories.
 Proper training should be provided to sales person so that they can deal with the
customer efficiently.
 Various schemes and offers can be provided to them and attract new customers (Use
pull strategy).
 Quality in products should be increased up to mark.

RECOMMENDATIONS

 Bajaj Electricals needs to work to build up its product delivery more strong and
reliable.
 Visibility of Bajaj Electricals is less in the rural area as compared to competitors. So it
needs to be more visible in that area.
 Bajaj Electricals needs to capitalize its strengths and opportunities and economize and
minimize its weaknesses and threats.
 Bajaj Electricals lacks innovation.
 They should improve their post sales services.
 Asking the customers to come regularly for its products.
 They should prefer proper distribution.
 They should provide some good scheme and offers to his customers.
 Give proper information to the customers about new products and provide catalogue.

I would like to recommend some points to the company. This is on the basis of the survey
and analysis of the study conducted in New Delhi.

1) The company should keep up its good work and should provide good sere-ice for its
product at proper time, so that that the major dissatisfaction among the dealers and
buyers is not created.

2) The company should give much emphasis on incentive schemes and more margin of profit
so that dealers are able to make more sales and have more profit for the company.
3) Since the purchase decision of the buyers is mostly influenced by the dealers therefore
the dealer should be fully equipped with the best of information and some gifts at certain
purchases.

4) The company should work on positioning i.e. act of designing the company's offering
and image to occupy a distinctive place in the mind of the target market.

LIMITATIONS OF STUDY

 It is very difficult to check the accuracy of the information provided.

 Since all the products and services are not widely used by all the customers it is
difficult to draw realistic conclusions based on the survey.
 All the secondary data are required were not available.
 Respondents were found hesitant in revealing opinion about supervisors and
management.
 Shortage of time factors one of the major constraints.
 Interpretation of data may vary from individual depending on the individual
understanding the product features and services of the company.
 Since all the products and services are not widely used by all the customers it is
difficult to draw realistic conclusions based on the survey.
 Interpretation of data may vary from individual depending on the individual
understanding the product features and services of the company.
 It is very difficult to check the accuracy of the information provided.
CHAPTER:6

CONCLUSION
CONCLUSION
Bajaj Electricals Ltd. (BEL) is a diversified company, based in India. The company has
interests in Lighting, Luminaries, Fans, Appliances and Engineering Projects. The product
portfolio includes various types of fans, lighting and luminaries, appliances like mixer
grinders, food processors, juicers, ovens, electric cookers, water purifiers, chimneys, water
heaters, room coolers, room heaters, uninterrupted power supply (UPS) and inverters for
home, and amongst others. It undertakes design, supply, installation, testing and
commissioning of turnkey illumination projects and high mast lighting system. BEL operates
across India and has 8 depots, 19 branch offices, a chain of over 600 distributors, 3,000
authorized dealers, and 3,00,000 retail outlets. The company provides after sales service for
its products, through its 230 odd service franchises located across the country. BEL is
headquartered in Mumbai, Maharasthra, India.
BIBLIOGRAPHY

BOOKS:

 "Bajaj Offices". Bajajelectricals.com. Retrieved 2011-01-28.

 Special Correspondent (8 February 2010). "Business News : Bajaj Electricals to step
up output in Starlite". The Hindu. Retrieved 2011-01-28.
 "Business Line : Today's Paper / CORPORATE : Bajaj Electricals upbeat on engg,
projects business". The Hindu Business Line. 18 October 2010. Retrieved 2011-01-
28.
 http://www.bajajelectricals.com/
 "BSE Plus". Bseindia.com. Retrieved 2011-01-28.
 "Bajaj Electricals expresses interest in solar energy segment | TopNews". Topnews.in.
24 January 2010. Retrieved 2011-01-28.
 "Bajaj Electricals launches LPG-based generators". Business-standard.com. 11
January 2011. Retrieved 2011-01-28.
 Gaurav Tikmani (24 January 2010). "Bajaj Electrical | India's Cleantech Economy".
Indianenergytech.com. Retrieved 2011-01-28.
 "History of Bajaj Electricals". Bajajelectricals.com. Retrieved 2011-01-28.
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Partner.".THe Hindu Business lines. THe Hindu. Retrieved Sep 14, 2015.

Web links:-

 http://bajajelectricals.com/
 https://shop.bajajelectricals.com/Lighting-c-39.aspx
 https://shop.bajajelectricals.com/Fans.aspx
 https://en.wikipedia.org/wiki/Bajaj_Electricals
 http://www.franchiseindia.com/brands/BajajWorld.15046
 http://economictimes.indiatimes.com/bajaj-electricals-ltd/stocks/companyid-
13978.cms