Promotion of IFB’s products among customers

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A

Project Report On

Promotion of IFBs products among customers or businessdevelopment

With Special Reference to Khurda District

Under The Guidance Of

Prof. Anindra Haldar

Submitted To

Mr. Jitendra pandey

(Branch Manager-Bhubaneswar)

IFB Industries limited

In Partial Fulfilment Of

Post Graduate Program in Business Management

(2009-2011)

Submitted By

Mr. Satish Kumar Keshri

Praxis Business School

Bakrahat Road, Rasapunja, Kolkata



Student Declaration

I hereby declare that this project report titled Promotion of IFBs products

among customers or business development is executed as per the

course requirement for the post graduate program in management. I

have not been submitted by me or any other person to any other university or

institution for degree or diploma. Its my own work.

Place: Bhubaneswar

Date:

Satish Kumar Keshri

PGPBM

(2009-2011)



ACKNOWLEDGEMENT

In this project I have made an honest attempt to make the research

material as authentic as it could. And I earnestly hope that it

provides useful and workable information and knowledge to any person

reading it.

During this small time frame of two months in which the project

reached its completion, there were a few people whom I would l ike to

make a mention of and without whose help the project would have never

been successfully completed.

I also thank to my internal guide Prof. Anindra Haldar for his teaching

sessions, which helped in giving the project the initial direction it needed.

I would like to thank my external guide Mr. Jitendra Pandey & Mr.Rajesh

Kumar who gave me a free hand as far as going about the project work was

concerned.

I dedicate this project to the customers and employee of IFB industries

limited at Bhubaneswar for their full faith & cooperation.

Satish Kumar Keshri

PGPBM

2009-2011



Preface

We were given a marketing research project for IFB industries limited. During

the course of time, we had to go through the Promotion of IFBs products

among customers or business development

It was a firsthand experience to get exposed to the professional set-up andface the market, which was really a great experience.

Working with IFB Industries Limited, has been a pleasure.

I take this opportunity to present the project report and sincerely hope that it

will be as much knowledge enhancing to the readers as it was to us e during the

fieldwork and the compilation of the report.



Sr. No. Contents

1. Introduction

2. Industry overview

3. Industry Size, Growth, Trends

4. Company overview

5. Research Methodology

6. Research design

7. Scope of study

8. Questionnaire

9. Visited Hotels, Hospitals, Restaurants & Educational institute.

10. Recommendation



INTRODUCTION

Home Appliances are that without which a modern home is considered

incomplete, we have become so used to some of the home appliances that it

seems difficult to live without them. Indeed, they have made our life more

comfortable and easier than ever, In metro cities and big towns, such

household appliances are regarded as a boon, as they are instrumental in

cutting down the time involved in most of the domestic chores. This is really a

great help since people often find it difficult to keep a balance between

professional obligation and household needs.

There are many Home Appliance companies in India like Videocon, Voltas,

Godrej, Bluestar, Kenstar etc. Apart from them there are various international

companies also that deal in domestic appliances. Some of these home

appliances manufacturers are Samsung, LG, IFB, Whirlpool, Kenmore etc. Withthe arrival of international brands in Indian market, the competition among

rival companies have become stiff, which results in further improvement in

qualities and depreciation in prices of most of the home appliances in India.

Since, a majority of products are electrically operated; the focus is on such

household appliances that are efficient in power consumption.

Before the liberalization of the Indian economy, only a few companies like

Kelvinator, Godrej, Alwyn, and Voltas were the major players in t he

consumer durables market, accounting for no less than 90% of the market.Then, after the liberalization, foreign players like LG, Sony, Samsung,

Whirlpool, Daewoo, and Aiwa came into the picture.

Today, these players control the major share of the consumer durables m arket.

Consumer durables market is expected to grow at 10-15% in 2007-2008. It is

growing very fast because of rise in living standards, easy access to consumer

finance, and wide range of choice, as many foreign players were entering in

the market with the increase in income levels, easy availability of finance,

increase in consumer awareness, and introduction of new models, the demand

for consumer durables has increased significantly. Products like washing

machines, air conditioners, microwave ovens, (C-TV) were no longer

considered luxury items. However, there were still very few players in

categories like vacuum cleaners, and dishwashers Consumer durables sector is

characterized by the emergence of MNCs, exchange offers, discounts,



and intense competition. The market share of MNCs in consumer durables

sector is 65%.

Most of the leading home appliances manufacturers and compa nies have set

up their exclusive retail outlets in important towns and cities of the country.Besides, there are local home appliances suppliers, manufacturers, wholesalers

and retailers spread throughout India. Apart from that Home Appliances stores

and shops are located in every locality, which let you compare products of

different companies before buying and also let you buy all kinds of home

appliance products at one place. Some manufacturers also offer after sale

service, and if needed, repair the dama ged parts of your electronic products.

India being the second largest growing economy with huge consumer class has

resulted in consumer durables as the fastest growing industries in India. LG,SAMSUNG the two Korean companies have been maintaining the lead in the

market with LG being leader in almost all the categories.

The rural market is growing faster than the urban market, although the

penetration level is much lower .The CTV segment is expected to the large st

contributing segment to the overall growth of the industry. The rising income

levels double-income families and consumer awareness were the main

growth drivers of the industries.

Data at the Electronics Marketer Club (EMC) show that the turnover of

electrical and electronic products on the local market in 2009 reached Rp 20.09

trillion, an 11 percent increase from the Rp 18.1 trillion in 2008.



IndustryOverview

The Consumer Durables industry consists of durable goods and appliances for

domestic use such as televisions, refrigerators, air conditioners and washing

machines.

Instruments such as cell phones and kitchen appliances like microwave ovenswere also included in this category.

The washing machine market can be divided into three categories: twin tub

(semi-automatic), automatic top loader and automatic front loader. The twin

tub still dominates the market with a 72 percent market share, followed by the

top loader with 21 percent and the front loader with 7 percent.

The sector has been witnessing significant growth in recent years, helped by

several drivers such as the emerging retail boom, real estate and housingdemand, greater disposable income and an overall increase in the level of

affluence of a significant section of the population.

The industry is represented by major international and local players such as

BPL, Videocon, Voltas, Blue Star, MIRC Electronics, Titan, Whirlpool, etc.

The consumer durables industry can be broadly classified into two segments:

Consumer Electronics and Consumer Appliances. Consumer Appliances can be

further categorized into Brown Goods and White Goods. The key product linesunder each segment were as follows.

Industry Size, Growth, Trends

The consumer durables market in India was estimated to be around US$ 5

billion in 2007-08.

More than 7 million units of consumer durable appliances have been sold in

the year 2006-07 with colour televisions (CTV) forming the bulk of the sales

with 30 per cent share of volumes.

CTV, refrigerators and Air-conditioners together constitute more than 60 per

cent of the sales in terms of the number of units sold.

In the refrigerators market, the frost-free category has grown by 8.3 per cent

while direct cool segment has grown by 9 per cent.



Company Overview

IFB Industries, originally known as Indian Fine Blanks, started its operations in

India during 1974 in collaboration with Switzerlands Hienrich Schmid AG.

IFB Industries Ltd is a home appliances company in India.

They are a high end brand associated with quality and robustness of product

coupled with a service network that is one of Indias largest we reach an

estimated 1000 plus towns across India.

IFB India Ltd. aims at providing superior quality engineering Products to

enhance the daily living standards providing innovation and technology parallel

to Global standards. Established in 1974 in Kolkata, IFB has become a name

synonymous to quality Home Appliances. The IFB Group Of Companiesincludes:

IFB Industries situated at Kolkata and Bangalore

IFB Automotive Pvt. Ltd. situated at Bangalore, Chennai and New Delhi

IFB Home Appliances at Goa

Autoliv IFB India Pvt. Ltd. at Bangalore

IFB Automotive R & D Centre, Bangalore IFB Agro Industries, Kolkata

y IFB Industries Limited is the pioneer of front loader washing machines in

India.

y It provides customer with life long after sales services (approx 15-20

years) which none other company does.



IFB is increasing in its popularity in Washing Machines primarily, with many

different models catering to the different requirements of the Customers.

Some of the popular IFB Washing Machines available in the market are:

Digital series

Senator series

Elite series

Elena series

Executive plus

Senorita plus

Diva cold

A unique IFB enterprise, deservingly a first-of-its-kind Service In India is IFB

Launderette. Started in Bangalore in 2002, IFB Launderette provides entire

laundry services under a single roof. They provide quality laundry and ironing

services with hygienic washing system and home pickup and delivery. IFBLaunderette prides to have expanded its horizons to Kolkata, Mumbai,

Hyderabad and Nasik.

The engineering divisions of the company are located at Ko lkata and

Bangalore.

The Bangalore unit, apart from fine blanked components, manufactures

motors for white goods as well as automotive applications.

It also has an ultra modern plant under subsidiary European Fine Blanking at

Wrexham, Wales, UK.

It had recently acquired a microwave oven plant at Bhopal, which is being

upgraded for increased production of better microwave ovens and plans to

start a new line in dish-washers.

The Bangalore and Kolkata works are ISO 9001 and QS 9000 certified by TUV

SDI. The Bangalore unit has been certified for TS 16949 by TUV SDI.

The launch of fully automatic washing machines in 1990, jointly with Bosch,

Germany, marked IFB's entry into the white goods sector.

IFB is the premier Fine Blanker in India having Fine Blanking Presses, with

capacities ranging from 90T to 800T.



The company has excellent facilities for tool design and tool making enabling it

to meet up the expectations of all the automobile manufacturers in the

country as well as some overseas customers, by supplying high quality fine

blanking components on schedule.

Its philosophy is to deliver the parts in fully finished conditions at the

customers' delivery point.

Its mission is to be an enabler to the customer in design of the components

during initial stage of product development

Besides it also has highly skilled and experienced tool designers designing fine

blanking parts and tools to international standards.

The companys international business division has become a recognized Export

House dealing in not only IFB's own products but also third-party exports.

The companys customers include Maruti Udyog, Ford India, Fiat India, Toyota

Kirloskar Motors, Lucas TVS, Brakes India, Autoliv India, Rane TRW, IFB

Automotive, Germanys Takata Petri, BorgWarner, Avtec and Bosch chasis.

Subsidiaries

IFB, in collaboration with Germanys RHW and Swedens Electrolux, has two

joint venture subsidiaries -- RHW India and RHW Autoliv India -- to

manufacture automotive seat recliners or seating systems and safety

equipments.

Latest Development

The Committee of Directors of IFB Industries had recently allotted 68,00,000

equity shares of Rs 10 (at par) to IFB Automotive, a promoter group company.

The promoters brought in above fund in line with the direction of Board for

Industrial and Financial Reconstruction (BIFR) in the sanctioned scheme.



Management

Name Designation

Bikramjit Nag Joint Executive Chairman & Managing Director

Bijon Nag Executive Chairman

Somen Bal Director

Goutam Ray Chowdhury Company Secretary

Dipak Mitra Executive Director

Registered Address

14 Taratolla Road,Kolkata 700088

Tel. : 033-30489299 , 30489218 , 39849402

Fax : 033-24014579 , 3048923 24427779

Email : [email protected]

Website : www.ifbindustries.com

Fin n i ls of th co p n

Price mo ement:-

Performance chart:-



The IFB brand off ers fully automatic washing machines Microwaves oven,

Domestic and Industrial dishwashers, and clothes dryers ¡ They have also

recently launched fully built up modular kitchens and kitchen e¢

uipments ¡

The IFB front loading design is based on German principles for both

aesthetics as well as mechanical and electronic configuration.

IFB holds 66 £ market share in the fully automatic Front- ¤ oading washing

machine. In Microwave, we are the third largest player after LG and Samsung.

In the segments of domestic dishwashers and clothes dryers, we are monopoly

players with market shares in e ¥ cess of 95 £ .



Research Methodology

Research methodology is considered as the nerve of the project. Without a

proper well-organized research plan, it is impossible to complete the

project and reach to any conclusion. The project was based on the survey

plan. The main objective of survey was to collect appropriate data, which work

as a base for drawing conclusion and getting result.

Research design

Research design is important primarily because of the increased complexity in

the market as well as marketing approaches available to the researchers.

A research design specifies the methods and procedures for conducting a

particular study.

According to Kerlinger, Research Design is a plan, concept ual structure, and

strategy of investigation conceived as to obtain answers to research

questions and to control variance.

Data Collection:

This report was prepared after collecting data from the market (Educational

institute, Hotels, restaurants & Hospitals).

Sample Size:

100 places

Research Area:

Bhubaneswar

Scope of the study

This project gives us great exposure to the consumer durable market because

it includes product knowledge and field survey job in which we visited the

hotels, hospitals & educational institute



Questionnaire

KNOW YOUR CUSTOMER

1. NAME OF THE COMPANY ________________________________________

2. PLACE _________________________________

3. ADDRESS

____________________________________________________________________

4. FAX NO. ____________________________

5. EMAIL ID _________________________________

6. TELEPHONE NO. ____________________________

7. COMPANY FOUNDED ON (YEAR) ____________________

8. CUSTOMERS BUSINESS _____________________________________

9. ANNUAL TURNOVER IN RS LACS ______________________________

10. TOTAL NET PROFIT (LAST FY) ________________________

11. THIS COMPANY PART OF ANY BIG GROUP ________________________

12. HOW MANY UNITS THIS GROUP HAS ______________________________________

13. LOCATIONS OF THESE UNITS

____________________________________________________

14. NAME OF THE CHAIRMAN, OWNER, MD

___________________________________________

15. IS THE COMPANY PRIVATE LIMITED, PUBLIC LIMITED, PARTNERSHIP

_____________________

16. NUMBER OF EMPLOYEES (THIS UNIT) _______________________________________ _

17. TOTAL NUMBER OF EMPLOYEES ____________________________________________

18. UNIFORM PROVIDED _____________________________________________________

19. UNIFORM WASHED BY ____________________________________________________

20. DOES IT HAVE A CANTEEN _________________________________________________



21. CURRENT WASHING OPERATION _______________ _____________________________

22. TYPE OF CUTLERY/ CROCKERY USED__________________________________________

23. WATER PRESSURE/HARDNESS _______________________________________________

24. EXPENSES INCURRED ON

WASHING__________________________________________ _

25. DECISION MAKER ______________________________________

26. LOCATION WHERE HIS OFFICE IS

__________________________________

27. HOW DID YOU FIND THIS AS A POTENTIAL

CUSTOMER ________________________________

28. ANY LIMIT ON MAXIMUM AMOUNT OF PURCHASE

ORDER ____________________________



Commercial Washing SystemsCustomer Data Collection

Name of the Person: _____________________________________

Name and Address of the Organization: _________________________________

Date of Visit: ___________________

1. No. of Covers/persons served per day: peak hours / Non Peak ___________

2. MajorWash Load: Steel Plates / Glass wares / Both (Please Tick)

3. No. of people employed for washing glasses and dishes __________

4. Cost of Electricity per unit: ____________

5. Cost of Detergent consumed per month: _________

6. Water used per day in Litres: ____________

7. Type of water used forWashing: Hot / Cold / Hard water

8. Manual Washing done in _______ hrs.

9. Space availability.(approx) ____________

Please note**

Type of Dishware- Drinking Glass / Glass or bone china ware etc. / Steel

Nomenclature- Write the name given to the dishware example kawa cup, sauce bowl etc.

Shape- Draw the approx shape of the vessel

Dimensions- Dimensions for plates should be in Inches and for drinking glasses, bowl, Katories etc. it should be in cm.

Cost- Cost per pc of the dishware is require

Please fill the below mentioned table as per the fields mentioned in the header:



Type of Dishware Nomenclature Shape Dimensions Wash load /

day

Cost per pc.



VISITED HOTELS, RESTAURANTS & EDUCATIONAL INSTITUTE

1. KALINGA HOSPITAL

2. HOTEL NANDAN

3. KIMS

4. SHREE KUNJ

5. HOTEL KANCHAN PLAZA6. SHANTI RESTAURANT

7. SAMBIT PALACE

8. RMH

9. MILLENIUM HOSPITAL

10. ESI

11. MATERNITY CARE HOSPITAL

12. EMPIRES HOTEL (MEGHDOOT)

13. USTHI HOSPITAL

14. VIVEKANANDA HOSPITAL-POTENTIAL

15. SPARSH HOSPITAL

16. HOTEL ROYAL INN

17. HOTEL ASHIRBAD

18. ADITYA CARE HOSPITAL

19. HOTEL HERITAGE INN

20. HOTEL UPENDRA PVT.LTD.

21. HOTEL PADMA

22. HOTEL DEEPALI INTERNATIONAL

23. HOTEL GINGER

24. HOTEL CROWN

25. AYUSH HOSPITAL

26. HOTEL MAYURIYA

27. ARYA MAHAL

28. HOTEL GRAND CENTRAL

29. HOTEL SISHMO

30. SUM HOSPITAL

31. HOTEL BHABA LAXMI

32. ABHISHEK LODGE

33. YATRI NIWAS

34. HOTEL MILAND PALACE35. HOTEL ANAND INN

36. GOLDEN GATE REST

37. HOTEL SRUTEE

38. HOTEL JAJATI

39. HOTEL CHANDRAKALA GUEST HOUSE

40. HOTEL SAMBIT ROYALE



41. HOTEL VENUS INN

42. HOTEL ABHADUT

43. HOTEL SWAGAT INN

44. HOTEL BASERA

45. KASTURI GUEST HOUSE

46. KALINGA HOSPITAL

47. RAILWAY HOSPITAL

48. MAA SHAKTI HOSPITAL

49. HOTEL RICHI

50. HOTEL BLUE HEAVEN

51. HOTEL URMEE

52. HOTEL PADMINI

53. HOTEL PUSHPAK

54. HOTEL CHAND

55. BHUBANESWAR HOTEL

56. RICE BOWL RESTAURANT

57. HOTEL GUNJAN

58. HOTEL SHASHI

59. HOTEL ARYA PALACE

60. MAMTA HOSPITAL

61. ANUP GUEST HOUSE

62. SHRI KUNJ RESTAURANT

63. VIKASH HOSPITAL

64. APOLLO SPECIALITY CLINIC & DIAGNOSTIC CENTRE

65. HOTEL SAMBIT PALACE

66. VIKASH RESIDENTIAL COLLEGE

67. NMIET BBSR

68. BIJU PATTNAIK ARMY TRAINING CENTER69. VERSA CARE

70. PANTHANIVAS

71. ROYAL COLLEGE OF SCIENCE & TECHNOLOGY

72. IMB

73. IMAGE BBSR

74. ROYAL SCHOOL OF MANAGEMENT AND TECHNOLOGY

75. NMIET

76. KRUPAJAL ENGINEERING COLLEGE

77. GAYATRI +2 SCIENCE COLLEGE

78. CTTC

79. TRIDENT

80. SILICON

81. MITS

82. CEB

83. KRUPAJAL BUSINESS SCHOOL

84. BRM INSTITUTE OF TECHNOLOGY



85. KALINGA COLLEGE OF COMMERCE

86. VERSA CARE

87. HOTEL BISHRAM BHAWAN

88. HOTEL CHANDRACHUD

89. ST. XAVIER HIGH SCHOOL

90. PRABHUJEE ENGLISH MEDIUM SCHOOL

91. C.V. RAMAN

92. GITA

93. GANDHI

94. NIIS

95. CENTURION INSTITUTE OF TECHNOLOGY

96. EKLAVYA INSTITUTE

97. KIST

98. KOUSTUV

99. SAINIK SCHOOL BHUBANESWAR

100. HOTEL BISHRAM BHAWAN

101. HOTEL RAJMAHAL

102. OEC



Scope

y Who can live without electrical equipment, especially home appliances?

The market this year is expected to grow 10 to 15 percent along with

peoples improving purchasing power.

y In term of purchasing power, India is the 4th largest economy in the

world and overtake Japan in the near future become the 3rd largest.

y Indian consumer durable market is expected to reach $450 billion by on

2010.

y India has the youngest population amongst the major countries.

y There were lot of people in the different income categories.

y The washing machine market is becoming more and more promising.

The market grew 15 to 20 percent .

y The upper-middle and high-income household in urban areas were

expected to grew to 38.2 million in 2007 as against 14.6 million in 2000.

Opportunity

1. New market opportunities

2. Improvement in Market share

3. Fast Growing Hospitality Industry

4. Rapid urbanization.

4. Increase in income level, i.e. increase in purchasing power of consumers.

5. Easy availability of finance.

Threats

1. Local Competitors with better market base and penetration

2. Cheap imports from Singapore, China and from other Asian countries.

3. Other Chinese and local brand machines



Strengths

1. Brand Reputation

2. Product Quality

3. All India Sales & Service network

LimitationOf Study

Although I tried my best in preparing this project, but this study has some

limitation:

1. The period of the project was not sufficient to visit all the sites in detail.

2. It took a lot of time to visit hotels, educational institute & hospitals.

5. Few organization not wanted to disclose their personal information.

Recommendations:-

Among prospective modes of promotions, TV ads & Popular Magazines

can be preferred to increase awareness among customers.

Few customers are interested in buying more than one product of IFB.

In order to increase sales, their complaints need to be sorted out, i.e.

vibration problem in front loader washing machine, expensive products,

poor after sales services etc.

IFB should work on it by simplifying its after sales service.

We should provide demo of our products in market or dealer point.

Customers are satisfied with IFB products so we have chance to grow

our sales and promotion of products in Bhubaneswar market.

We should put our stall in front of big organizations like TCS,CTTC e.t.c.

so that they know about our new products.



Market of IFB in Bhubaneswar is very good, customer want to purchase

IFB products but they dont have proper information about our product

so we need to push the dealer to give them better information about

our company and we should advertise our products.



Thank You..!!!!

Documents

Promotion of IFB’s products among customers