Upload
shubha-jain
View
70
Download
2
Tags:
Embed Size (px)
Citation preview
DEALER’S PERCEPTION ABOUT TTK PRESTIGE
REPORT PREPARED BY,
ELDHOSE PETER (10076)
WORK CARRIED AT
TTK PRESTIGE COCHIN, BANGLORE
Submitted in partial fulfillment of the requirement of
Summer Internship Program
Under the Guidance of
Mr. VIDHUN VAIRAVANProduct Manager,
Ttk Prestige Banglore
EXECUTIVE SUMMARY
Dissertation Title: Dealers’ Perception about TTK Prestige
Supervisor: Mr. Vidhun Vairavan
Name of the Student: Eldhose Peter (10076)
Over the past five decades TTK Prestige Limited, has emerged as India‟s largest kitchen
appliances company catering to the needs of home makers in the country. TTK Prestige
Limited has the widest product portfolio covering all aspects of the Kitchen making it the
only brand to offer TOTAL KITCHEN SOLUTIONS to the customer. The product range
includes Pressure Cookers, Non-Stick Cookware, Rice Cookers, OTG‟s, Kitchen Hoods
(Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles, Sandwich Toasters and many
other small electrical appliances.
The project has perormed in the marketing wing of TTK Prestige. The company has a wide
distribution network in the country. Company has direct dealers, distributers and sub dealers.
The project was mainly a market research to get to know how much the dealers are satisfied
with the company. The work location assigned to me was Northern Kerala. To fulfil this
objective, I met the main direct dealers and few sub dealers. I had spent considerable amount
of time in collecting data. I had collected the details such as the performance of the company
products, trade scheme details, after sales service etc. All these information were really
helpful to accomplish the objective. During the study I had realised that most of the dealers
were not happy with the service provided by the company. They are finding it difficult to
resolve the issues in Kitchen appliances.
The survey explored most of the problems that the dealers and company facing in the market,
and its output will help the company to overcome all these in future. There are more
opportunities in the market which the company can capture and fulfil its dream “Every
kitchen has atleast one Prestige product”.
Signature of the student Signature of the guide
TTK PRESTIGE Page 2
Eldhose Peter Mr. Vidhun Vairavan
ACKNOWLEDGEMENT
I take the opportunity to express my deep gratitude to Mr. G. Radhakrishnan (Vice President,
Sales), and Mr. Dinesh Garg (Vice President, Appliances) for taking me as a summer trainee
& extending me his full support & co-operation towards the completion of this project. I am
really grateful for their valuable suggestions and feedback. I am indebted to Mr. Vidhun,
Product Manger TTK Prestige for granting me this splendid opportunity to work for this
project. I am really thankful to Mr. Gopalakrishnan and Mr. Gijy in TTK Cochin for
providing me the necessary facilities and unmatched ambience that helped me in completing
the project. I extend my heartfelt thanks to all the Territory Sales Officers and dealers for
their valuable suggestions. Sincere appreciation is extended to Asst. Prof Mohamed Minhaj,
the internal faculty guide of SDMIMD, for providing me with timely feedback and guidance
for efficient execution of the Project. This opportunity was a great learning experience, which
would not have been possible without the support from the management of SDM-IMD and I
am indebted to them.
TTK PRESTIGE Page 3
Table of ContentsEXECUTIVE SUMMARY........................................................................................................2
ACKNOWLEDGEMENT.........................................................................................................3
TTK Prestige – Company profile...............................................................................................6
Project Overview........................................................................................................................7
Objectives...................................................................................................................................7
The Deliverables associated with the Project.............................................................................7
Scope of the Study.....................................................................................................................7
Methodology..............................................................................................................................8
Analysis......................................................................................................................................8
Product Details.......................................................................................................................8
Functional Area...................................................................................................................8
Aesthetic/look.....................................................................................................................9
Finish/ Polishing...............................................................................................................10
Packaging..........................................................................................................................11
Sales man visit of the company............................................................................................12
Service from the Branch.......................................................................................................12
Order-time-supply................................................................................................................13
After Sales Service...............................................................................................................13
1) Availability of Spares................................................................................................13
2) Imparting product knowledge by the service division..............................................14
3) Regular service training.............................................................................................14
4) Quick response from the branch service to your issues............................................14
5) On time product replacement....................................................................................14
Commercial..........................................................................................................................14
Trade Schemes..................................................................................................................14
Scheme Settlement............................................................................................................15
New product launch/ extension.........................................................................................16
Pricing...............................................................................................................................17
Overall rating........................................................................................................................18
Observations & Findings..........................................................................................................19
TTK PRESTIGE Page 4
Product Details.....................................................................................................................19
Functional Area.................................................................................................................19
Asthetic/ Look...................................................................................................................19
Finish/ Polishing...............................................................................................................19
Packaging..........................................................................................................................19
Salesman visit of the company.............................................................................................19
Service from the Branch.......................................................................................................19
Order – time- supply.............................................................................................................20
After Sales Service...............................................................................................................20
1) Availability of spare parts.........................................................................................20
2) Imparting product knowledge by the service division..............................................20
3) Regular service training.............................................................................................20
4) Quick response from the branch service to your issues............................................20
5) On time product replacement....................................................................................20
Commercial..........................................................................................................................21
Trade schemes & Settlement............................................................................................21
New product launch & extension......................................................................................21
Pricing...............................................................................................................................21
Overall Rating......................................................................................................................21
Brand Analysis:....................................................................................................................21
Attributes Ranking................................................................................................................29
Limitations of the study...........................................................................................................30
Feedback from the dealers.......................................................................................................30
Positive Outlook & Suggestions..............................................................................................31
TTK PRESTIGE Page 5
TTK Prestige – Company profile
TTK Prestige Limited is part of TTK Group. . The TTK Group was started in 1928 by T. T.
Krishnamachari, and is largely owned by the family. The group has revenues of over `10
billion with a presence across India and several international markets. Over the past five
decades TTK Prestige Limited, has emerged as India‟s largest kitchen appliances company
catering to the needs of home makers in the country. Every Prestige brand product is built on
the pillars of safety, innovation, durability and trust, making the brand the first choice in
millions of homes. Today, TTK Prestige Limited has the widest product portfolio covering all
aspects of the Kitchen making it the only brand to offer TOTAL KITCHEN SOLUTIONS to
the customer. The product range includes Pressure Cookers, Non-Stick Cookware, Rice
Cookers, OTG‟s, Kitchen Hoods (Chimneys), Hobs, LP Gas Stoves, Coffee Makers, Kettles,
Sandwich Toasters and many other small electrical appliances. TTK Prestige Limited also
offers Modular Kitchen solutions with the widest range of options in terms of design, choice
of materials, accessories and hardware. It is the market leader in its segment and in fact is the
one player providing complete kitchen solutions.
TTK Prestige Limited is also the first Kitchenware Company in India to receive the ISO 9001
Certification and the PED/CE Certification by TUV, Germany. TTK Prestige Limited exports
its products to USA, Europe, South Africa, Kenya, Australia, Singapore, Middle East, Sri
Lanka and many other countries. Products manufactured by TTK Prestige Limited meets
every relevant global standard such as CE, GS, UL etc.
It has a wide distribution network in the country. Other than the direct dealers and sub dealers
it has 3 kinds of retail showrooms - „Prestige Smart Kitchen‟ (offering all its products &
solutions), Prestige Kitchen Boutique (for its foray into modular kitchens) and Prestige Life
Style Store.
TTK Prestige has scaled many new heights in the year 2009-2010. The company has crossed
the `500 Crores mark in turn over and closed with `516 Crores for the year. In the current
year, new innovative products were launched. These products are giving Prestige the
competitive edge in the market. Prestige is India‟s most awarded kitchen appliances brand. It
got the awards such as “Super Brand”, “Franchise”, “mera brand” etc.
TTK PRESTIGE Page 6
Project Overview
The project is been performed in the marketing wing of TTK Prestige Ltd. The objective of
the project is to find out the perception of major dealers about the brand, TTK Prestige. The
company wants to get a clear idea about how dealers think about company’s products,
services and offers and how company can improve the relation with their dealers.
Objectives
The main objectives of my study are as follows:
To find out the perception of the major dealers about TTK Prestige
To find out how much they are satisfied with the schemes TTK Prestige offers
To know the brand preference of dealers with the competitors of TTK Prestige
To know the performance, after sale service, pricing of the Brand.
To find out the importance of dealer’s satisfaction strategy
To collect any other suggestions which is helpful to improve the relation with the
dealer
The Deliverables associated with the Project
The deliverables associated with the project are as follows:
Data Collection: The project is in marketing area. I had spent considerable amount of my
time in collecting data from major dealers of TTK Prestige. The dealer details has been
provided from the Cochin office
Findings and Analysis: After collecting the required data, the data had been sorted and
analyzed. Proper qualitative and quantitative analysis had done which helped to find out
certain problem faced by the company.
Recommendations: Based on the results of the analysis, I refer some suggestions which the
company can adopt for better performance.
Scope of the Study
A. The study helps us to get an overview of the impression of the company in the present
working scenario.
B. It provides a comparison of Prestige with other brands.
TTK PRESTIGE Page 7
C. It gives the average market share of Prestige and competitors in different products.
D. Company get to know its strength and weakness when compared to its competitors.
E. They can improve on the fields where it lacks dealer satisfaction and try to achieve
increased sales through a satisfied dealer.
Methodology
The methodology followed:
Understood the company policies and product portfolio of the company, which helped
me while having a discussion with the dealers.
Understood company offers and discounts that offered to both dealers and the
customers.
Had a discussion about the problems faced by each dealer.
Found out what they think about other brands in the same industry.
Collected all the details required, analyze and suggest how the company can improve
the relation with its dealers.
Analysis
The questionnaire consists of 17 main questions which have divided into sub parts to get the
details of individual products. The main intention is to get the perception of dealers about the
Brand Prestige and its products.
Product DetailsFunctional Area
This part helps to know the dealer’s perception about the functionality/ performance of
different products. It has further sub divided into nine referring to nine products. The
statistical analysis and graphs are provided in Annexure- 1(a).
(a) Aluminium Cooker:
The mean rating for this product was 6.58, which indicates a “Satisfactory” rating
from the dealers.
(b) Induction Base Aluminium cooker:
TTK PRESTIGE Page 8
The mean rating for this product was 6.4, which indicates a “Satisfactory” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 6.22, which indicates a “Satisfactory” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 6.36, which indicates a “Satisfactory” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 3.94, which indicates a “Below Average” rating
from the dealers.
(f) LPG Stove:
The mean rating for this product was 4.14, which indicates a “Below Average” rating
from the dealers.
(g) Rice Cooker:
The mean rating for this product was 3.66, which indicates a “Below Average” rating
from the dealers.
(h) Induction Cook-top:
The mean rating for this product was 4.8, which indicates a “Below Average” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.34, which indicates an “Average” rating from
the dealers.
Aesthetic/look
This part helps to know the dealer’s perception about the Aesthetical/look of different
products. It has further sub divided into nine referring to nine products. The statistical
analysis and graphs are provided in Annexure- 1(b).
(a) Aluminium Cooker:
The mean rating for this product was 6.4, which indicates a “Satisfactory” rating
from the dealers.
(b) Induction Base Aluminium cooker:
TTK PRESTIGE Page 9
The mean rating for this product was 6.6, which indicates a “Satisfactory” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 6.54, which indicates a “Satisfactory” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 6.78, which indicates a “Satisfactory” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 5.18, which indicates an “Above Average”
rating from the dealers.
(f) LPG Stove:
The mean rating for this product was 5.34, which indicates an “Above Average”
rating from the dealers.
(g) Rice Cooker:
The mean rating for this product was 4.52, which indicates an “Average” rating from
the dealers.
(h) Induction Cook-top:
The mean rating for this product was 6.1, which indicates a “Satisfactory” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.84, which indicates an “Average” rating from
the dealers.
Finish/ Polishing
This part helps to know the dealer’s perception about the Finish/Polishing of different
products. It has further sub divided into nine referring to nine products. The statistical
analysis and graphs are provided in Annexure- 1(c).
(a) Aluminium Cooker:
The mean rating for this product was 5.7, which indicates a “Above Average” rating
from the dealers.
(b) Induction Base Aluminium cooker:
TTK PRESTIGE Page 10
The mean rating for this product was 6.38, which indicates a “Satisfactory” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 6.36, which indicates a “Satisfactory” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 6.5, which indicates a “Satisfactory” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 4.94, which indicates an “Average” rating from
the dealers.
(f) LPG Stove:
The mean rating for this product was 4.94, which indicates an “Average” rating from
the dealers.
(g) Rice Cooker:
The mean rating for this product was 3.96, which indicates an “Below Average”
rating from the dealers.
(h) Induction Cook-top:
The mean rating for this product was 5.82, which indicates a “Above Average” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.8, which indicates an “Average” rating from
the dealers.
Packaging
This part helps to know the dealer’s perception about the packaging of different products. It
has further sub divided into nine referring to nine products. The statistical analysis and graphs
are provided in Annexure- 1(d).
(a) Aluminium Cooker:
The mean rating for this product was 6.62, which indicates a “Satisfactory” rating
from the dealers.
(b) Induction Base Aluminium cooker:
TTK PRESTIGE Page 11
The mean rating for this product was 6.72, which indicates a “Satisfactory” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 6.6, which indicates a “Satisfactory” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 6.48, which indicates a “Satisfactory” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 5.72, which indicates an “Above Average”
rating from the dealers.
(f) LPG Stove:
The mean rating for this product was 5.76, which indicates an “Above Average”
rating from the dealers.
(g) Rice Cooker:
The mean rating for this product was 4.66, which indicates an “Average” rating from
the dealers.
(h) Induction Cook-top:
The mean rating for this product was 6.32, which indicates a “Satisfactory” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.96, which indicates an “Average” rating from
the dealers.
Sales man visit of the company
This gives the perception of dealers’ about the sales man visit of the company. Statistical data
is given in Annexure 1(e). Dealers are satisfied with the sales man visit. The average
satisfaction level is 6.92.
Service from the Branch
It shows how much dealers are happy with the response from the branch. Statistical data is
given in Annexure 1(e). It shows an average of 5.5. i.e. above average.
TTK PRESTIGE Page 12
Order-time-supply
It shows the frequency match between order and supply. It gives a fair idea about whether the
dealers are satisfied with the supply from company. Statistical data is given in Annexure 1(e).
It gives a fair value of 6.14, the dealers are satisfied with the supply of the products.
After Sales Service
1) Availability of Spares
As we know, for a product based company like TTK Prestige service should be the 1 st
concern. Customers are giving most priority for after sales. This part gives how much dealers
are satisfied with the company service. Statistical data is given in Annexure 1(f)
(a) Aluminium Cooker:
The mean rating for this product was 5.7, which indicates a “Above Average” rating
from the dealers.
(b) Induction Base Aluminium cooker:
The mean rating for this product was 5.54, which indicates a “Above Average” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 5.36, which indicates a “Above Average” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 5.5, which indicates a “Above Average” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 3.64, which indicates an “Below Average”
rating from the dealers.
(f) LPG Stove:
The mean rating for this product was 3.54, which indicates an “Below Average”
rating from the dealers.
(g) Rice Cooker:
The mean rating for this product was 3.3, which indicates an “Below Average” rating
from the dealers.
(h) Induction Cook-top:
TTK PRESTIGE Page 13
The mean rating for this product was 5.0, which indicates a “Average” rating from
the dealers.
(i) Small Appliances:
The mean rating for this product was 3.88, which indicates an “Below Average”
rating from the dealers.
2) Imparting product knowledge by the service division
3) Regular service training
4) Quick response from the branch service to your issues
5) On time product replacement
This gives a feedback of how much the dealers are satisfied with the details provided by the
company, service training, and branch response and product replacement. Statistical data is
given in Annexure 1(g)
The mean value for product knowledge is 3.4, i.e. “Below Average”.
The mean value for service training is 2.18, i.e. “Poor”.
The mean value for product knowledge is 3.4, i.e. “Below Average”.
The mean value for product knowledge is 3.6, i.e. “Below Average”.
Commercial
Trade Schemes
It gives the perception of dealers about company trade schemes and the scheme settlement.
Statistical data is given in Annexure 1(h)
(a) Aluminium Cooker:
The mean rating for this product was 5.8, which indicates a “Above Average” rating
from the dealers.
(b) Induction Base Aluminium cooker:
The mean rating for this product was 5.84, which indicates a “Above Average” rating
from the dealers.
(c) Stainless steel Cooker:
TTK PRESTIGE Page 14
The mean rating for this product was 5.64, which indicates a “Above Average” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 5.8, which indicates a “Above Average” rating
from the dealers.
(e) Mixer grinder:
The mean rating for this product was 5.28, which indicates an “Above Average”
rating from the dealers.
(f) LPG Stove:
The mean rating for this product was 5.38, which indicates an “Above Average”
rating from the dealers.
(g) Rice Cooker:
The mean rating for this product was 4.38, which indicates an “Average” rating from
the dealers.
(h) Induction Cook-top:
The mean rating for this product was 5.68, which indicates a “Above Average” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.86, which indicates an “Average” rating from
the dealers.
Scheme Settlement
(a) Aluminium Cooker:
The mean rating for this product was 5.36, which indicates a “Above Average” rating
from the dealers.
(b) Induction Base Aluminium cooker:
The mean rating for this product was 5.18, which indicates a “Above Average” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 5.12, which indicates a “Above Average” rating
from the dealers.
(d) Non-Stick Cookware:
TTK PRESTIGE Page 15
The mean rating for this product was 5.18, which indicates a “Above Average”
rating from the dealers.
(e) Mixer grinder:
The mean rating for this product was 5.14, which indicates an “Above Average”
rating from the dealers.
(f) LPG Stove:
The mean rating for this product was 5.02, which indicates an “Above Average”
rating from the dealers.
(g) Rice Cooker:
The mean rating for this product was 4.36, which indicates an “Average” rating from
the dealers.
(h) Induction Cook-top:
The mean rating for this product was 5.04, which indicates a “Above Average” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.64, which indicates an “Average” rating from
the dealers.
New product launch/ extension
This part tries to find out the dealer satisfaction of new products launched by the company or
the new product extensions. Statistical data is given in Annexure 1(i)
(a) Induction Base Aluminium cooker:
The mean rating for this product was 5.08, which indicates a “Above Average” rating
from the dealers.
(b) Non-Stick Cookware:
The mean rating for this product was 5.66, which indicates a “Above Average”
rating from the dealers.
(c) Mixer grinder:
The mean rating for this product was 3.72, which indicates an “Below Average”
rating from the dealers.
(d) Rice Cooker:
The mean rating for this product was 3.44, which indicates an “Below Average”
rating from the dealers.
TTK PRESTIGE Page 16
(e) Induction Cook-top:
The mean rating for this product was 4.8, which indicates a “Average” rating from
the dealers.
(f) Small Appliances:
The mean rating for this product was 4.16, which indicates an “Average” rating from
the dealers.
Pricing
This part helps to know the dealer’s perception about the pricing of different products. It has
further sub divided into nine referring to nine products. The statistical analysis and graphs are
provided in Annexure- 1(j).
(a) Aluminium Cooker:
The mean rating for this product was 5.2, which indicates a “Above Average” rating
from the dealers.
(b) Induction Base Aluminium cooker:
The mean rating for this product was 5.32, which indicates a “Above Average” rating
from the dealers.
(c) Stainless steel Cooker:
The mean rating for this product was 5.3, which indicates a “Above Average” rating
from the dealers.
(d) Non-Stick Cookware:
The mean rating for this product was 5.28, which indicates a “Above Average”
rating from the dealers.
(e) Mixer grinder:
The mean rating for this product was 4.12, which indicates an “Average” rating from
the dealers.
(f) LPG Stove:
The mean rating for this product was 4.48, which indicates an “Average” rating from
the dealers.
(g) Rice Cooker:
The mean rating for this product was 4.36, which indicates an “Average” rating from
the dealers.
(h) Induction Cook-top:
TTK PRESTIGE Page 17
The mean rating for this product was 5.04, which indicates a “Above Average” rating
from the dealers.
(i) Small Appliances:
The mean rating for this product was 4.64, which indicates an “Average” rating from
the dealers.
Overall rating
This part helps to know the dealer’s perception about the brand TTK Prestige. The statistical
analysis and graphs are provided in Annexure- 1(k).
The average overall rating of the Brand is 5.76. The company has a very good brand name.
The rating would have been above 6 or 7, if the servicing and spare parts availability is
prompt.
TTK PRESTIGE Page 18
Observations & Findings
Product Details
Functional Area
From the statistical analysis we can find that Mixer Grinder, LPG Stoves, Rice cookers and
Induction Cook-tops are having a “Below Average” rating.
But this may not be necessarily because of the product performance. Almost every dealer
complained about the poor service and the non availability of spare parts for these products.
So the quality may be comparable with other brands, but servicing is not up to the mark.
Asthetic/ Look
In general, the surveyed dealers positive feedback on the Aesthetic/ look of the products.
Finish/ Polishing
In general, most of the products have a good feedback except for Rice Cooker. The other
brand Rice cooker has better appearance and finishing. Even they are more attractive to
customers too. Also some dealers have complained about a fungal problem on the cooker
handles. It fades the colour of the handles too.
Packaging
Generally, all the dealers have good opinion about the packaging. To make it more attractive
to customers, we can adopt a better packaging for Rice cooker and small appliances.
Salesman visit of the company
All the territory sales officers have a very good relation with the dealers, which is a positive
feedback for the company. Company has to extend this in the case of service person visit
which is more important.
Service from the Branch
During the data collection time, I got to know that the dealers near to the branch are really
happy with the service from Branch, but those are very far from the branch are not satisfied.
So the branch service should be better towards the northern part of Kerala like Kozhikode,
TTK PRESTIGE Page 19
Kannur and Kasargod. The responding time taken is not acceptable for a product based
company.
Order – time- supply
Company is fairly doing well in this area. But in some places, there is shortage in supply.
After Sales Service
1) Availability of spare parts
2) Imparting product knowledge by the service division
3) Regular service training
4) Quick response from the branch service to your issues
5) On time product replacement
This is the area where the company has to give 1st priority. Every dealer complained about the
availability of spares and service provided by the company. If we look at the statistical data,
it’s clear that the service and parts availability for home appliances is below average. Because
of the poor performance in this, many dealers are not taking the home appliances these days.
What they told is company has a very good product range, but the service is still applies to
cookers. More details are given in the below parts.
From the discussion, it’s clearly understood the dealers are not satisfied with the product
knowledge provided by the company. The after sales from the company are not up to the
level when compared with any of the competitors. There should be demonstration of new
products during its launching. All the doubts should be clarified by the service division, and
then only the dealers can manage the customers properly.
Likewise company doesn’t provide any service training. At the same time, most of the
competitors are providing service training. It’s a big advantage for them. To compete in such
an industry, service training is most crucial part. If company provides training, the dealers
themselves can handle the issues.
The response of the branch to these issues is below average satisfaction level. The product
replacement time is high for the company. Sometimes it goes to 5-6 months delay. So the
company and the dealers are losing their customers. Since there is a delay in replacement,
TTK PRESTIGE Page 20
dealers give new products to customers and bearing loss for that. It is one of the crucial areas
where company has to concentrate.
Commercial
Trade schemes & Settlement
Most of the dealers are satisfied with the trade schemes that the company offers. Settlement is
also proper with most of the dealers. But in certain places, the settlement takes time. There
are delays with more than 6 months. Company should try to settle the schemes in the same
bill.
New product launch & extension
The dealers are satisfied with the new launches of cooker and non stick products. But they are
not appreciating new mixer grinder and rice cooker extensions. It’s because of the scarcity of
the parts and poor service provided.
Pricing
The findings show that most of the dealers didn’t find any difficulty of cooker pricing. At the
same time the pricing of home appliances are costlier. It’s not only the price, the quality and
the service provided by the company is also a reason for this. The price and the quality are
not matching.
Overall Rating
Most of the dealers have given above average ranking for this. People are asking for the
brand Prestige while purchasing because of its tradition and advertisement. But the company
lacks satisfied remark from the dealers due to inefficiency in after sales service and spare
parts availability. Company can make lots of improvement in this.
Brand Analysis:
This part of the questionnaire tried to analyse the market share of Prestige products compared
to major competing brands. But most of the dealers are not ready to reveal the exact sales
figures. So it was difficult to find out how competitive Prestige is. The dealers have given the
names of brands which sells more products in each category. A weight was assigned to each
position and the cumulative total was calculated. These cumulative totals were used to arrive
TTK PRESTIGE Page 21
at an approximate market share of each brand for each product. The findings of this study are
presented below in pie-charts.
Pressure cooker:
69%
16%
10% 5%
Pressure Cooker
PrestigeHawkinsChaksonOthers
Non-stick Cookware:
70%
8%
5%
5% 6%6%
Non-stick Cookware
PrestigeHawkinsChaksonNiraliOkOthers
TTK PRESTIGE Page 22
LPG Stoves:
25%
32%
33%
10%
LPG Stoves
PrestigePigeonButterflyPremier
Mixer Grinder/FP/JMG:
70%
8%
5%
12% 4% 1%
Mixer Grinder/FP/JMG
PreethiPrestigeMaharajaPhillipsBajajOthers
TTK PRESTIGE Page 23
Induction Cook tops:
28%
22%13%
25%
5%7%
Induction Cook top
ButterflyPigeonPreethiPrestigeClixPremier
Rice cookers:
25%
24%
43%
8%
Rice cookers
Preethi Prestige Nationalothers
TTK PRESTIGE Page 24
Kettles:
25%
35%
18%
16% 6%
Kettles
Prestige PhillipsMorphy RichardsBajajOthers
Pop-up Toasters:
63%
26%
11%
Pop up Toasters
PrestigePhillipsOthers
TTK PRESTIGE Page 25
Sandwich Makers:
56%
21%
18%5%
Sandwich makers
PrestigePhillipsMorphy RichardsBajaj
OTG:
40.00%
30.00%
23.00%
7.00%
OTG
PrestigeBajajMorphy RichardsOthers
TTK PRESTIGE Page 26
Juicers:
60%
8%
16%
10% 6%
JuicersSujathaPrestigeMaharajasPhillipsOthers
Chimneys:
42%
35%
16% 7%
ChimneysFaberPlanetPrestigeOthers
TTK PRESTIGE Page 27
Wet Grinders:
32%
34%
14%
20%
Wet GrindersButterflyUltraPrestigeLakshmi
Hand Blenders:
30%
52%
18%
Hand Blenders
PrestigePhillipsBajaj
TTK PRESTIGE Page 28
Attributes Ranking
This part of the questionnaire asked the dealer to rank the different brands on the following
attributes:
Product Innovation
Transparency in Deals
Dealer Relationship
Margin
Consumer Pull
Product Range
New Products
The result has shown below
Hawkins Pigeon Premier Butterfly Prestige PreethiProduct Innovation 2 3 0 5 28 12Transparency in deals 4 10 2 10 10 14Dealer Relationship 3 10 5 10 10 12Margin 0 13 4 13 8 12Consumer Pull 5 10 0 7 20 8Product Range 0 2 3 2 42 1New products 0 2 2 1 43 2
The most favoured brand for the different attributes is given below:
Product Innovation: Prestige (56%)
Transparency in Deals: Preethi(28%). Prestige had only 20% preference.
Dealer Relationship: Preethi has 24%. Prestige, Pigeon and Butterfly (20% each).
Margin: Pigeonand butterfly (26%). Prestige had only 16% preference.
Consumer Pull: Prestige (40%). In the case of Mixer grinder, there is no competition for Preethi
Product Range: Prestige (86%).
New Products: Prestige (86%)
TTK PRESTIGE Page 29
Limitations of the study
We can’t expect positive response from every dealer due to lack of interest or
because of their busy work. So some data may vary from the real fact.
Customers’ perception or expectation may vary across the country.
In the case of Consumer pull, for Pressure cooker, the first name comes is
Prestige. For Mixer grinder it’s Preethi. In the case of small appliances Bajaj.
So the comparison is difficult for certain questions. Also in the case of margin,
different products will have different margin.
Feedback from the dealers
Servicing is not proper from company side. There is a big delay in servicing of home
appliances.
Big shortage of spares of home appliances, it makes the servicing more difficult.
Service person is not even bother to attend the telephone calls
Mixer grinder has low quality. Its motor has frequent problems. Most of the dealers
are facing the quality issue for this product. Glass top cooker has quality issues
Similar complaints are coming due to lack of quality and proper service.
Induction cook top is a lower quality product. Its board and panel have complaints.
Also the replacing amount is high for the panels.
Lack of proper communication from the company. Sometimes the offer details are
coming to the dealer after long time.
Response from the service manager is poor.
No service training or product demonstration.
Lack of service centres and technicians.
Cooker handles have fungal problem, it fades the colour of handle.
Nakshatra brand has lower quality
In many cases, the screws are not tightened in the stove. It may look like a small
problem, but it reveals the carelessness.
Delay in replacements and bill settlement. Sometimes the replacement takes a time of
5-6 months which is not acceptable
Delay in settlement. The settlements should not happen in the same billing.
There is no clarity in the billing. Quantity discount dates are not mentioned in the bill.
TTK PRESTIGE Page 30
Sales man visits are not frequent
Aluminium cooker’s finishing is average
The handle is broken many times.
Service division shouldn’t be dealt by the distributors
The quality of the MRP sticker is poor, it fades easily
Positive Outlook & Suggestions
Company has a very good brand name among the customers. The advertisements are
effective so that there is lots of enquiry about all the products. Customers trust the Brand
“TTK Prestige”. This is the competitive advantage of Prestige over other brands. Company
has a very good product range and now company has all the products required in a kitchen.
Now thinking about the current situation,
Sales department of the company is not facing any threaten but the service department lacks
everything. Servicing is the crucial part of any product based company. After sales is the
main concern for any consumer. If the company can’t give prompt service for its consumers,
it’s a big mistake.
Company’s cooker division goes very well. Not many complaints about the service or spare
availability. But the home appliance department lacks both these.
Proper quality assurance/checking is mandatory for outsourcing products such as
Mixer grinder, LPG etc. the company has a very repute in its tradition and quality, so
it is the responsibility of the company to check the quality of outsourced products.
More spares should be supplied to dealers, so that there won’t be any shortage. Keep
its billing as separate so that it will be easy for both the company and dealer.
The competitors have service centres in major towns. So it is necessary for the
company to start more service centres in major towns to assure timely service to every
customer.
More man power is required in the technician side. Skilled technicians are necessary.
So company can give training for them
There should be service training given to the dealers. Either company can offer
training in the head quarters, or it should arrange service training in major cities. The
company should insist the dealer to attend these training sessions. Certified training is
TTK PRESTIGE Page 31
the best option, so that the issues can be handled by the dealer itself and there won’t
be any delay in servicing.
It will be good for the company to settle the schemes in the same bill that will
increase the reputation of the company. It will reduce the paper works.
Trade schemes should be held in such a way that the dealers will get enough time to
sell the entire stock. A minimum of 2 months gap between the schemes. It will be
helpful for the company too. Else people will think that the products will be available
in discount price all the time.
Proper communication is necessary about the schemes. Offer leaflets should reach the
dealer at time. It will help them to handle the schemes easily
New product demonstration is a very good initiative for the company. Company can
either demonstrate it to the dealer or in an extended version; it can be done in public
places or in shopping malls/Big bazaar etc. This will attract the consumers to the new
products.
The guarantee details should be given in local language too (in guarantee card) so that
there won’t be any miscommunication.
The company has a bright future ahead. Home appliances are a big market. Company can
penetrate into the market with more aggressive market strategies and advertisement. More
over it should provide better quality products and after sales service. That’s what ultimately
the customer wants.
----------------------------------------------------------------------------------------------------------------
TTK PRESTIGE Page 32