Embed Size (px)
Citation preview
1
SUMMER INTERNSHIPPROJECT REPORT
ON
IMAGE OF HITACHI OVER ITS COMPETITORS
Submitted in partial fulfilment of the requirements for the award of degree of PGDM (2013-15)
Submitted by
Shubham Mukherjee.
PGSF 1340
Submitted to
Dr. Swati Agrawal
2
DECLARATION
I hereby declare that the Summer Training Report entitled “Selling of HITACHI Home Appliances series in Ashok Vihar, New Delhi” is an authentic record of my own work as requirements of 8 weeks Summer Training during the period from 24th April, 2014 to 15th June, 2014 for the award of degree of PGDM (Post Graduate Diploma in Management), Jaipuria Institute of Management, Noida under the guidance of Mr. Rajbir Chauhan, Sales Manager, HITACHI Home Appliances.
Ashok Vihar, New Delhi.
Dated: Shubham Mukherjee
20th July 2014 PGSF 1340
3
ACKNOWLEDGEMENT
For any project to be undertaken there has to be certain amount of inputs provided by a lot of many people around us. While the number of people who supported me throughout the project are numerous but some of them deserves special attention. I would like to acknowledge the following people for their support and assistance in the completion of my summer internship program from “HITACHI Home Appliances”.
First of all I would like to thank Mr. Rajbir Chauhan who was my industrial mentor in the company. Without him this internship would not have been completed. I would also like to thank Mr. Lokesh, who was my Supervisor.
I would also like to thank Mr. Ajay Chawla the Store Manager who always encouraged me to achieve my sales technique throughout the internship program. Also I would like to thank Mr. Manpreet Singh who was the Assistant Manager in SARGAM Electronics, who has also assisted me to do the technique of assuming Consumer Behaviour towards an Electronics Product. This Project would not have been completed without the assistant of other Staff members such as- Mr. Vivek Rana, Mr. Sohail Ahmed and last but not the least Mr. P. K Sharma.
I would like to express my sincere thanks to Dr. Swati Agrawal (Faculty, JIM Noida), my project guide, for her valuable support. She gave me the opportunity to do this project and her timely guidance helped me for making this project what it has come out to be.
Contents
4
DECLARATION.......................................................................................................3
EXECUTIVE SUMMARY.......................................................................................7
1. INTRODUCTION.................................................................................................9
1.1HISTORY OF AIR CONDITIONER................................................................12
1.2ABOUT AIR CONDITIONER..........................................................................13
1.3COMPANY PROFILE.......................................................................................16
1.4IMPLICATIONS................................................................................................18
2. DATA ANALYSIS.............................................................................................19
3.JOB DESCRIPTION............................................................................................40
4JOB ACTIVITIES.................................................................................................42
5.JOB SKILLS........................................................................................................44
6. JOB ABILITIES..................................................................................................45
7. JOB KNOWLEDGE, EXPERIENCE, EDUCATION........................................46
8.ANALYSIS OF JOB............................................................................................48
9.SWOT ANALYSIS..............................................................................................59
9.1 STRENGTHS:...................................................................................................59
9.2 WEAKNESS:....................................................................................................59
9.3 OPPURTUNITIES:...........................................................................................59
9.4THREATS:.........................................................................................................60
10. LEARNING OUTCOME..................................................................................61
11.JOB DESCRIPTION DURING SIP...................................................................62
12. OBJECTIVITY OF THE PROJECT.................................................................64
13.SCOPE OF THE PROJECT...............................................................................65
14. FINDINGS........................................................................................................66
15. LEARNING OUTCOMES................................................................................69
16. SUGGESTION..................................................................................................70
17. RECOMMENDATION.....................................................................................71
18. LIMITATIONS.................................................................................................72
5
19. CONCLUSION.................................................................................................73
BIBLIOGRAPHY...................................................................................................74
6
EXECUTIVE SUMMARY
During my internship from “HITACHI‟, I worked in SARGAM ELECTRONICS, Ashok
Vihar, New Delhi. It was on-the-job training. I had to promote and sell Hitachi AC’s and
for this we were also provided with 1 day training program from HITACHI. Within that I
learnt the art of dealing with the customers face to face and more importantly how to
convince a customer to switch to HITACHI AC. Additionally from all these, I personally
was able to relate various concepts of Consumer Behavior to the practical experience
which I had while promoting & selling the products.
The company from which I have done my internship is basically Electronics products such
as Air Conditioner, Refrigerator, etc. This project describes mainly the job description of a
retail outlet promoter and what all jobs have been performed by me during the entire
internship program. The job description mainly highlights the job duties & tasks, abilities,
skills, activities, knowledge and education which a Promoter must possess so as to deal
efficiently with the customers of a retail outlet. Other than these things the Job description
is all about the job that I have performed in the 8 weeks period of my internship program.
The Job Description of my Project was:-
Demonstrate and explain products, methods, or services in order to persuade
customers to purchase products or utilize services.
Identify interested and qualified customers in order to provide them with additional
information.
Practice demonstrations to ensure that they will run smoothly.
Prepare and alter presentation contents to target specific audiences.
To be capable in Story-Telling and to identify key differences of competitor's claim.
Provide product samples, coupons, informational brochures, and other incentives to
persuade people to buy products.
7
Record and report demonstration-related information such as the number of
questions asked by the audience and the number of coupons distributed.
Sell products being promoted, and keep records of sales.
Set up and arrange displays and demonstration areas to attract the attention of
prospective customers.
Other Job Skills are as follows:-
Speaking -- Talking to others to convey information effectively.
Persuasion -- Persuading others to change their minds or behavior.
Active Listening -- Giving full attention to what other people are saying, taking time
to understand the points being made, asking questions as appropriate, and not
interrupting at inappropriate times.
There was no target which was set for me. Various findings and observations while
promoting and selling the product are also part of the job that is done by me. This
project also entails the special features of differentiators of HITACHI AC and why
one should go for HITACHI Air Conditioner instead of Voltas/Panasonic.
8
1. INTRODUCTION
Hitachi is a Japanese multinational engineering and electronics conglomerate company
headquartered in Tokyo, Japan. It is a large company that operates in around eleven
business Segments. The company was founded in 1910 and its first product was Electric
Motor 5 horse power.
As in today Consumers needs are unending towards electronics goods, they are not so
much brand loyal towards a particular brand. Today they like some brand and tomorrow
they prefer to some other brands. The reason is due to now a day’s different companies are
giving different offers to the customers which are really very attractive and very eye
catching and are really very attractive which forces them to switch over to other brands.
Previously Air conditioner was not purchased at that sort, but now technology has changed
and people’s taste towards product has also changed. People are more preferring towards
Air conditioner at large due to these hot and humid conditions. Climates are fluctuating at
large, now days it is hotter and the humidity is very high so people prefer to take air
conditioner at large.
The other reasons can be Liberalisation has make the people change to switch over to Air
conditioner.
For any reason there can exist but consumer demands are unending and not satisfactory to
their need. Presently buyers have immense options to choose any other brand that is his or
her most preferable.
Today if customers prefer Air conditioner than it requires high involvement decisions as it
is an Electronics product and not another FMCG product.
9
Hitachi is the leading provider of a diverse range of consumer products and solutions
aimed at enhancing consumers’ quality of lives.
Air Conditioners
Refrigerators
LED Televisions
As a Student of Management we have got certain responsibilities in our assigned job
and the responsibilities which are as follows:-
Understanding the requirement of Customers on the Product.
Actively Sell Hitachi Products.
Handle Customer queries related to Products/Pricing (Discount or Special)/Schemes
(Holiday , Sunday) etc.
To convert the customer requirement into sales.
To communicate the problems of the Customers to the Manager.
10
As a Student in Management we have got certain responsibilities in our assigned job and
the responsibilities are;
To understand the customer requirement on the Electronics Product.
To demonstrate actively HITACHI Products.
To Handle Customer queries which is related to Product features/Pricing
decisions/and various other new Schemes.
To deliver the shopper desired experience to the consumer.
To convert the customer requirement into demand, hence sales takes place.
To communicating daily Store status to the Coordinator, Supervisor about Sales
and Attendance.
11
1.1HISTORY OF AIR CONDITIONER
On July17, 1902, W. Haviland Carrier has first installed the first air conditioner in a
printing press in Brooklyn New.York.
Though it was not to help the workers in their working time at factory though. But it was
introduced to keep the paper cool and dry so that it will be in proper shape in the mid
summer humid and hot condition. In this way, the ink could be applied properly in the
printing press.
Mr. Carrier has started a great revolution by doing this type of methodology. Air
conditioner allowed deserts to develop into a city with conditioning of the air. It has
changed the designations of homes at large.
It was a great masterpiece work of Willis Carrier to have introduced the fundamental and
basic principal of cooling and keeping the weather conditioning by a group of engineers.
His invention has made a great improvement in the technologies that is possible, especially
in the fields which required the criteria of to control environment such as scientific and
medical research, testing of products etc.
W. Carrier have claim that when he was standing in a train, he observed and realized that
evaluation it with cold chilled water to make condensation could heavily dry air.
12
1.2ABOUT AIR CONDITIONER
Air conditioner can be stated as the conditioning of room air at a defined location, space
and room. It is usually meant for a residence or rather for a place of Commerce i.e.
business. It usually means keeping the location conditioned (heating/cooling), or making it
humidifying or dehumidifying, and making the air to filter. For a central air conditioner,
the machine cools and keep the room not humidifies at a defined space. Heating is
generally done by adding a separate system which is known as Furnace.
There are 4 types of air conditioner:-
Window AC
Through-the-wall AC
Portable AC, &
Whole house/central air units.
Window AC which generally comes in models which is made for hanging around
windows.
Through-the-wall AC and central air AC requires an installation for professional.
Portable AC is typically more effective than windows AC and is seen only in conditions
where windows are applicable.
Cooling: All windows AC have a cooling technique which is made up 4
primary basic components
Compressor
Evaporator
13
metering device,&
Condenser.
Air conditioner system of cooling are understood properly if we think them as a
devices which will remove hot and humid air.
Blower fan: When the machine of the unit is continuously running, the fan
which is circulating and the compressor that is running simultaneously. The
motor of the fan has 2 blades of fan attached with it on either side of an end. The
blade on the unit continuously draws air room upon the coils, which is generally
cold. The blade which is on the outside of the machine continuously gives fresh
air upon the coils, which is very warm. The reason is that the coils are very cold,
thus causing moisture inside the room as comparison to a cup of ice consisting of
water on a hot, and a humid day. When the moistures of the amount increases, it
then begins to down off the coils in to the pan of the AC.
Thermostat Control: It works on the window AC which works on the
temperature of the air entering into the machine. When the air which is entering
into the machine reaches the temperature makes the temperature set and then it
will make the compressor to switch off. It will continue to run on the selection
criteria which is chosen on the control panel.
Selector switches: It allows the user of the machine to select and choose the speed of the
fan. The compressor of the unit generally runs the speed at a same unit not regarding upon
the settings.
Central air conditioners are split AC which consists of an outdoor unit and an indoor
unit. The general function is that to remove heat from one location to another location. The
vehicle which it is using carries the heat which is known as a refrigerant, which is also
commonly can be referred to as ‘Freon’. As that Freon gas which flows outside the coil of
14
the outdoor, which in turn the heat is loosen and then it condenses into a cool temperature,
which is of high pressure liquid. This liquid of the refrigerant then travels through the
copper blade into the coil of the evaporator. It then expands. The refrigerant expansion
turns it into a low temperature. This temperature of the gas then absorbs heat from weather.
Then the air of cool is distributed through your location.
15
1.3COMPANY PROFILE
Hitachi Home & Life Solutions (India) Ltd (HHLI) is basically a Japanese Company. Its
main intention is to deliver high quality and specialsed product that will contribute to the
overall productivity to the society. Hitachi produce various kinds of products such as
Room air Conditioner, Refrigerator, LED Television.
Its Headquarter is located in Ahmedabad, Gujarat. It has a total installation capacity of
2,30,000 units. Its among the top Air conditioner in India with a high distribution network
with 5 regional offices and 200 or more than Sales and Services Dealers. It has a strong
distributional channel network
16
Hitachi's Air Conditioning Range is one of the most extensive available in the market
today. With unit capacities ranging from 2.0kW high wall split systems to the Hitachi
screw compressor chillers of over 1000kW. With products and equipment suitable for a
variety of applications, from the domestic conservatory to the modern multi-storey office
environment, the versatility of the Hitachi range is second to none.
Hitachi, quality efficiency products is of the utmost importance. There has been a
significant investment which has been undertaken in production and of testing capacities.
17
1.4IMPLICATIONS
Hitachi is a premium brand, so prices of Hitachi products are much higher than it’s
competitors. So many people are switching to other brands.
Installation of AC is a big issues of Hitachi. Many of customer complained about
installation. Well when there is a scheme specially on Sunday, free installations are
being provided.
Sometimes there is a big problem of stock of Hitachi products. The following week
most of Hitachi AC was out of stock in most of outlet in Delhi.
Quality wise Hitachi products is one of the best. So many of customers are only
looking for Hitachi.
The management of the outlets is well coordinated by all the promoters and the store
manager. Some of the promoters are focused towards their individual target, rather
they should focus more on building customer relationship which will lead to the
achievement of the sales target of the store and indirectly will make the individual
targets to get achieved.
Managing the stock and forecasting for the supply of the product according
to the increase/decrease in the demand of the product should be handled
properly so that a proper replenishment can be achieved and no customer gets
disappointed due to the unavailability of the demanded product .
18
2. DATA ANALYSIS
Sampling technique:-
The Samples are being taken from Ashok Vihar
Sampling Type:-
Sampling types are Random Sampling
Sources of Data Collection:-
Primary Data: Designing Questionnaires, Personal conversation with customers, basically
their wants and desire.
Secondary Data: Collecting Sales report of Sargam Electronics, Ashok Vihar.
Tools for Data Analysis
Statistical Excel
19
Sample Size – 20
Name Gender
Renu Bala Female
Kasturi Lal Male
Ajay Jain Male
Rashi Singh Female
Sunil Prasad Male
Manpreet
Singh Male
Aman Deep Male
Lalit Thakur Male
Jitendra
Chauhan Male
Vijay Kumar Male
Amit Trivedi Male
Atul Kulkarni Male
Rina Singh Female
Vivek Rana Male
Ankur Bansal Male
Avinab
Sharma Male
Anil Sharma Male
Sohail Ahmed Male
20
Ruby
Siddique Female
P.K Sharma Male
21
Which Brand of Air Conditioner do you prefer?
Brands Frequency
Any 3
HITACHI 10
LG 1
O- General 1
Voltas 3
Panasonic 2
Based on the above estimation the following pie chart is drawn
22
3
10
1
3
1
2
AnyHITACHILGVoltasO-GeneralPanasonic
Any 3HITACHI 10LG 1Voltas 3O-General 1Panasonic 2
The people in Ashok Vihar New Delhi are preferring HITACHI Air Conditioner. As most
of the Customers knows about HITACHI, which is mainly on Cooling.
Other Competitors basically Samsung, Voltas are very Economical Air Conditioner.
Panasonic is basically not an Economical brand it is also Efficient Cooling brand,
On the other hand O- General is neck- neck competitor of HITACHI.
23
What type of Air Conditioner will you Prefer?
Based on the above estimation following pie chart is drawn which shows us the
comparison of windows and Split Air Conditioner.
Types Frequency Percentage
Windows 11 55%
Split 9 45%
24
55%
45%WindowSplit
Window 55%Split 45%
The People in Ashok Vihar New Delhi, mostly preferred Window Air Conditioner, as the
Location of mine is mainly of Domestic use and less of Industrial use.
Mostly the customers of Ashok vihar who are using AC for domestic use preferred
Window AC rather than Split AC.
25
What Capacity of Air Conditioner will you prefer?
Capacity Frequency Percentage
1.0 ton 2 10%
1.5 ton 16 80%
2.0 ton 2 10%
The following is the pie chart of the above estimations.
26
10%
80%
10%
1.0 ton1.5 ton2.0 ton
1.0 ton 10%1.5 ton 80%2.0 ton 10%
Most of the Air Conditioner are preferable 1.5 ton Capacity.
1.0ton capacity are basically of small room
1.5 ton capacity are of big rooms
2.0 ton Capacity are larger rooms.
27
What is the amount of Star rating will you prefer?
Star Rating Frequency Percentage
3 Star 7 35%
4 Star 2 10%
5 Star 9 45%
Inverter Series 2 10%
28
35%
10%
45%
10%
3 Star4 Star5 StarInverter Series
3 Star 35%4 Star 10%5 Star 45%Inverter Series 10%
The Customers are usually preferring more of 5 Star Air Conditioner as they are mainly
Power Saving but they are Costlier than other Air Conditioner.
3 Star Air Conditioner are preferable next to 5 Star Air Conditioner.
29
What is the most Common feature that you prefer for buying an Air Conditioner?
Features Frequency Percentage
Efficient Cooling 11 55%
Power Saving 9 45%
30
55%
45%Efficient CoolingPower Saving
Efficient Cooling 55%Power Saving 45%
The Customer of Ashok Vihar New Delhi preferring mostly Efficient Cooling than Power
Saving, as they wants to invest only once at a time.
Efficient cooling makes the room more conditioned and the cooling capacity is much more
than power saving technique.
31
What Price range would you prefer for buying an Air Conditioner?
Price Range Frequency Percentage
25000-30000 7 35%
30000-35000 6 30%
35000-40000 4 20%
40000-50000 3 15%
32
35%
30%
20%
15%
25000-3000030000-3500035000-4000040000-50000
25000-30000 35%30000-35000 30%35000-40000 20%40000-50000 15%
33
What will be your mode of payment in purchasing an Air Conditioner?
Mode of Payment Frequency Percentage
Cash 10 50%
Credit Card 1 5%
Debit Card 5 25%
Finance 4 20%
34
50%
25%
20%
5%
CashDebit CardFinanceCredit Card
Cash 50%Debit Card 25%Finance 20%Credit Card 5%
35
Do you looking for any Scheme while purchasing an Air Conditioner?
Scheme Frequency Percentage
Free Installation 13 65%
Free Stabilizer 7 35%
36
65%
35%
Free InstallationFree Stabiliser
Free Installation 65%Free Stabilizer 35%
Most of the customers are preferring free Installations as installation occurs a huge amount
of cost while setting for the AC.
Stabilizer offers are not being accepted by the customers.
37
What is the key factor you look first while purchasing an AC?
Key Factor Frequency Percentage
Features 5 25%
Price 2 10%
Design 1 5%
Color 1 5%
Services 11 55%
38
25%
10%
5%
5%
55%
FeaturesPriceDesignColorServices
Features 25%Price 10%Design 5%Color 5%Services 55%
Most of the customers wants more of services rather than of other key factor.
As Services comes after sales, so people are opting more of services so that in future there
will not be any problem.
Services are intangible and cannot be seen, feel or touched, so they want services like free
installation, free delivery, demonstration etc.
39
3.JOB DESCRIPTION
An AC sales promoter performs face-to-face sales and customer service at a retail store.
He/she is responsible to provide each new and returning customer with all information
needed to make an educated purchasing decision. Electronics Products sales professional
usually reports to the store manager of that particular store. As a technical promoter the
person should have a sound knowledge about the technologies that has been used in AC’s.
So as a student promoter who has got a zeal for latest technologies in AC’s, we are
supposed to have a clear cut knowledge about the technologies that has been used by
HITACHI.
Demonstrate and explain products, methods, or services in order to persuade
customers to purchase products or utilize services.
Identify interested and qualified customers in order to provide them with additional
information.
Keep areas neat while working, and return items to correct locations following
demonstrations.
Practice demonstrations to ensure that they will run smoothly.
Prepare and alter presentation contents to target specific audiences.
To be capable in Story-Telling and to identify key differences of competitor's claim.
Provide product samples, coupons, informational brochures, and other incentives to
persuade people to buy products.
Record and report demonstration-related information such as the number of
questions asked by the audience and the number of coupons distributed.
Sell products being promoted, and keep records of sales.
Set up and arrange displays and demonstration areas to attract the attention of
prospective customers.
40
Wear costumes or sign boards and walk in public to promote merchandise, services,
or events.
Work as part of a team of demonstrators to accommodate large crowds.
Suggest specific product purchases to meet customers' needs
Instruct customers in alteration of products.
Learn about competitors' products and consumers' interests and concerns in order to
answer questions and provide more complete information.
Recommend product or service improvements to employers.
Fully be aware of Target and track weekly achievement Vs. Target in both Unit and
Amount.
Work with customers to present them the benefits and competitive advantage of
products.
41
4JOB ACTIVITIES
1) Performing for or Working Directly with the Public -- Performing for people or
dealing directly with the public. This includes the Retail Sailing Solutions:
Build Relationship
Connect
Explore
Create Experience
Close
2) Selling or Influencing Others -- Convincing others to buy merchandise/goods or to
otherwise change their minds or actions.
3) Communicating with Persons Outside Organization -- Communicating with people
outside the organization, representing the organization to customers, the public,
government, and other external sources. This information can be exchanged in person, in
writing, or by telephone or e-mail.
4) Establishing and Maintaining Interpersonal Relationships -- Developing constructive
and cooperative working relationships with others, and maintaining them over time.
5) Interpreting the Meaning of Information for Others -- Translating or explaining what
information means and how it can be used.
6) Organizing, Planning, and Prioritizing Work -- Developing specific goals and plans to
prioritize, organize, and accomplish your work.
7) Handling and Moving Objects -- Using hands and arms in handling, installing,
positioning, and moving materials, and manipulating things.
42
5.JOB SKILLS
1) Speaking -- Talking to others to convey information effectively.
2) Persuasion -- Persuading others to change their minds or behavior.
3) Active Listening -- Giving full attention to what other people are saying, taking time to
understand the points being made, asking questions as appropriate, and not interrupting at
inappropriate times.
4) Social Perceptiveness -- Being aware of others' reactions and understanding why they
react as they do.
5) Instructing -- Teaching others how to do something.
6) Critical Thinking -- Using logic and reasoning to identify the strengths and weaknesses
of alternative solutions, conclusions or approaches to problems.
7) Active Learning -- Understanding the implications of new information for both current
and future problem-solving and decision-making.
8) Learning Strategies -- Selecting and using training/instructional methods and procedures
appropriate for the situation when learning or teaching new things.
9) Complex Problem Solving -- Identifying complex problems and reviewing related
information to develop and evaluate options and implement solutions.
10) Service Orientation -- Actively looking for ways to help customers.
43
6. JOB ABILITIES
1) Speech Clarity -- The ability to speak clearly so others can understand you.
2) Oral Expression -- The ability to communicate information and ideas in speaking so
others will understand.
3) Oral Comprehension -- The ability to listen to and understand information and ideas
presented through spoken words and sentences
44
7. JOB KNOWLEDGE, EXPERIENCE, EDUCATION
1) Sales and Marketing -- Knowledge of principles and methods for showing, promoting,
and selling products or services. This includes marketing strategy and tactics, product
demonstration, sales techniques, and sales control systems.
2) English Language -- Knowledge of the structure and content of the English language
including the meaning and spelling of words, rules of composition, and grammar.
Knowledge of the National language „Hindi‟ & other regional languages can also be
helpful for promotion and selling of the product.
3) Education and Training -- Knowledge of principles and methods for curriculum and
training design, teaching and instruction for individuals and groups, and the measurement
of training effects.
4) Communications and Media -- Knowledge of media production, communication, and
dissemination techniques and methods. This includes alternative ways to inform and
entertain via written, oral, and visual media.
45
Based on the above Job duties, knowledge, abilities various others Jobs Descriptions are as
under :-
To identify the need and preferences of the Customers
To Demonstrate Customers about a detail information of the products.
To mention them properly by telling more and more features towards the Product.
To be very Specific about giving specification to the product.
To be very smart in giving appropriate answers to the queries which is asked by the
customers.
To be able to give proper Suggestion to the Customers.
To give the additional features by distributing brochures to customers.
To review and record the number of questions that are being arised by the
Customers.
To Keep record of Sales and Customers ID.
46
8.ANALYSIS OF JOB
The job which I was asked to do was mainly to promote and sell HITACHI AC’s. As a
student promoter my job location was in Ashok Vihar, Deep Cinema Market , New Delhi.
HITACHI AC’s are classified into 19 various types.
But in my Store there are 5 types of AC’s that are available
1)Ace Cut out
2) Ace Followme
3) Sugoi
4) Kaze Plus
5) Summer QC
While promoting and selling the above mentioned Air Conditioner model, I personally
came across various kind of enquires, doubts and confusions regarding Air Conditioner
and to be specific Hitachi AC’s do comes in the mind of customers who have interest or
keen to buy an AC. One of the common enquiry is why Hitachi and why not Voltas? The
other enquiry is about the EMI schemes available on Hitachi series.
I as a promoter promoted about the Hitachi series of AC’s according to customer’s
requirement and handled all their queries, doubts & confusions regarding any of the above
Series mentioned above. My aim was always to up sale the products of Hitachi. I always
tried to promote all the series with full clarity and achieve sales conversion. I followed the
retail sailing solutions while dealing with a customer in the Sargam Electronics and it
actually created impact on some customers who really switched his/her AC’s to Hitachi.
47
Though there was no target given to me but still I managed to sell 86 AC’s. As the job was
a retail job where I need to directly deal with the customer so I got a chance to study the
consumer behaviour and got to know how the understanding of the consumer behaviour &
personality helps in promoting and selling the products in a retail outlet.
48
Model- ACE CUT OUT
Features:-
Stainless Steel Plated Filter Auto Climate Technology Auto Humid Control On/ Off Timer with Advanced Start-up Powerful Mode Kaimin Asymmetric Louver Movement Filter Clean Indicator Koukin Filter Defrosting Sensor Super cool Function Auto Fan Speed Selectable Fan Speeds Digilock My Mode Auto Power Save Mode Auto Restart 4 Way Air Swing Dry Mode Lower Pull Down Time Low Derating Silent Cooling
49
Precoated Aluminum Fins Wireless LCD Remote
Tonnage Class 1.2 1.5 2.0
Star Rating 5 star 5 Star 3 Star
50
Model- ACE FOLLOW ME
Features:-
Follow Me Stainless Steel Plated Filter Auto Climate Technology Auto Humid Control On/ Off Timer with Advanced Start –Up Powerful Mode Kaimin Asymmetric Louver Movement Auto Restart Filter Clean Indicator Defrosting Sensor Super cool Function Auto Fan Speed Selectable Fan Speeds Digilock My Mode Dry Mode Auto Power Save Mode Lower Pull Down Time Low Derating Silent Cooling
51
4-Way Air Swing Precoated Aluminum Fins Wireless LCD Remote
Tonnage Class 1.2 1.5 2.0
Star Rating 5 Star 5 Star 3 Star
52
Model- SUGOI
Features:-
On/ Off Timer with Advanced Start Up Defrosting Sensor Filter Clean Indicator Koukin Filter Auto Restart Auto Fan Speed Selectable Fan Speeds Auto Power Save Mode Cool Mode Dry Mode Lower Pull Down Time Low Derating Silent Cooling Precoated Aluminum Fins Wireless LCD Remote
Tonnage Class 1.2 1.5 2.0Star Rating 5 Star 5 Star 3 Star
53
Model- KAZE PLUS
Features:- Auto Climate Technology On/ Off Timer with Advanced Start Up Powerful Mode Kaimin Auto Power Save Mode Filter Clean Indicator Selectable Fan Speeds Auto Restart Extra Heat Exchanger Dry Mode Lower Pull Down Time Low Derating Cool Mode Silent Cooling Koukin Filter Auto Fan Speed Precoated Aluminum Fins Wireless LCD Remote
Tonnag 1.0 1.0 1.5 1.5 1.5 2.0 2.0
54
eClassStar Rating
5 Star 3 Star 5 Star 3 Star 2 Star 1 Star 3 Star
55
Model- SUMMER QC
Features:- Twin Turbo Technology Auto Climate Technology On/ Off Timer with Advanced Start up Powerful Mode Kaimin Koukin Filter Super cool Function Auto Fan Speed Filter Clean Indicator Digilock My Mode Auto Power Save Mode Auto Restart Alarm Function Dry Mode Power Index Extra Heat Exchanger Selectable Fan Speeds Uniform Air Distribution Cool Mode Lower Pull Down Time Low Derating
56
Silent Cooling Precoated Aluminum Fins Wireless LCD Remote
Tonnage Class 1.1 1.5 2.0
Star Rating 5 Star 5 Star 2 Star
57
9.SWOT ANALYSIS
9.1 STRENGTHS:
Sales & Marketing Network.
Research & Development Efforts.
Hitachi is also known for the Creativity, Innovativeness, Reliability and Durability.
It has very good financial position, higher return on equity (ROE), return on assets
(ROA) and net profit margins (NPM).
It has diverse work force and advanced technology.
Largest network of distribution as compared to other Electronics company in the
world.
The re-sell value of Hitachi AC’s are high compared to other company‟s product.
There are various schemes for Hitachi.
9.2 WEAKNESS:
No promotional strategy.
Very poor in after sales service- very few service centers in India.
High Price.
9.3 OPPURTUNITIES:
Strategic Restructuring.
Developing countries like China, India, Pakistan and Bangladesh has enormous
demand potential.
Youth wants the stylish models, fashionable looks.
Various new Schemes will attract more and more Customers.
58
9.4THREATS:
Evolving competitive technological environment in Electronics products.
Threats from companies such as O-General, Voltas and Panasonic, all of which
are investing heavily in Air Conditioner in an attempt to maintain dominance.
Cheap priced Air conditioner, advanced features & applications, and good after
sales service by the competitors.
59
10. LEARNING OUTCOME
After doing my Internship in HITACHI which is basically of 60 days of Internship, the
things that I ‘ve learned starting from training of an AC till completion of AC. The things
that I have learned are as follows
At first I knew only the basic knowledge of AC, but after 1 day training in HITACHI
in the institute itself I have gained a huge knowledge about AC and Refrigerator.
After the completion of training, I was basically able to learn how to deal with
Customers.
The main learning was also that how to shift a Customer from another brand to
HITACHI.
On-the-job training helped me to improve upon my inter-personal skills and has
really boosted up my confidence level to speak to the unknown customers and even
to a higher authority people from the society.
One of the key learning was that basically knowing the features of Electronics
products.
It can also be said what actually the customers wants from a product, that is also a
huge learning outcome.
Learnt a lot regarding the consumer behavior and this summer internship with
HITACHI as it gave me the opportunity to relate all my theoretical learning of
marketing management and consumer behavior to the practical experiences which
was indeed great and fruitful.
60
11.JOB DESCRIPTION DURING SIP
WEEK 1: On the job in very first week my Supervisor helped me in selling HITACHI AC
as it was my first week in the store. But as HITACHI was a premium product there was a
great demand for it so I managed to sell 10 AC.
WEEK 2: The sales in 2nd week was much higher than to its 1st week. Many Customers
itself demand for HITACHI AC and so I have to give demo of the product and customers
accepted it at large.
WEEK 3: From 3rd week the sales was as its peak level. As O-GENERAL a cut throat
competitor was at a huge demand, so it become difficult to convince them to HITACHI.
WEEK 4: The pressure was high on the store manager as there were 15 HITACHI AC to
be sold. This week I practically learnt how to manage under uncertainty as I was handling
3 to 4 customers at a time and sold 12 AC.
WEEK 5: I got the experience of doing the data entry and also handling the Stock which
generally is performed by the Store Manager. From the 5th week the sales continuously
started moving up. The demand became so high that even our store was running out of
stock in some of the models especially RAW 518 KUD, so we started taking advance
booking for those models so that we don‟t lose our potential customers.
WEEK 6: By this time I was perfectly able to apply the retail sailing solutions to each &
every customer I encountered. Even customers to whom I have sold AC in the very
beginning of my job was coming back and asking for me so as to clear any of their queries
or to get an another AC. This was really inspiring as because I was able to build customer
relationship for my work place.
61
WEEK 7: During the 7th week, those customers buying Split AC RAC 518 HUDDZ on
Sunday will get the benefit of free installation and free stabilsers. This lead to the increase
in sales of the particular product as it was mainly promoted for low-light imaging.
WEEK 8:During the last week I started preparing my report based on my experienced and
potential learning from the entire 8 weeks. In the 8th week I sold 17 AC including 9
window and 8 which made a grand total of 85 AC worth Rs. 34,00,000/- in 8 weeks time
period.
62
12. OBJECTIVITY OF THE PROJECT
To understand the Customers behaviour towards buying an Air Conditioner
To estimate the Customer expectation of the product
To understand the Customers need and Preferences.
To have the correct idea about Consumers when purchasing HITACHI products.
To consider HITACHI as a Superior brand than its Competitors
63
13.SCOPE OF THE PROJECT
It will give me a greater knowledge about the home appliance of Hitachi. Well I am
doing On-the-job training, and it will help me to understand the requirement of
customers and it will help me to attend customers well and improve the level of
confidence.
Two months of training will teach me how to manage the sales force and how to
create Goodwill to the customers towards Hitachi.
This two months of On-the-Job training will make me aware of Hitachi products in
detail. It will also help me in comparing Hitachi with other brands (Samsung,
Panasonic etc).
It will also help me in understanding consumer behavior towards Electronics
products.
64
14. FINDINGS
The major findings that have emerged is that HITACHI ranked 1st in the dealership of Air
Conditioner. Basically in my Internship i have also observed that the reason of being
HITACHI ranking 1st is due to the cooling efficiency that it is giving. It is of course a
premium product which is Costlier than other Air Conditioner such as- LG, Voltas,
Samsung and others. Due to the Cooling efficiency and of course Brand Loyalty it is being
referred to as number one Spot.
Voltas now is being referred as the 2nd position after HITACHI, the reason is not because
of Cooling Efficiency but due to very low price. The features that HITACHI gives in 1.5
ton 5 Star Window AC costs Rs 31000/- approx.
The Same features VOLTAS gives and it costs Rs 24000/-.
Another product which is giving neck- neck competition to HITACHI is a Thailand
Company “O-GENERAL”. Its cooling capacity is almost the same as HITACHI and also
cost Similiar to HITACHI.
The followings are some of the Findings:-
The youth especially the teenagers are more attracted to the trendy colors and design
which Hitachi AC’s does not provides whereas the working professional are more
concerned about the cooling system, which they prefer Hitachi.
Most of the old age people and the loyal customers of Hitachi are the buyers who
believe in the Brand Image of Hitachi and they just buy a Hitachi AC without giving
a second thought over it. They don‟t give a damn what other competitors of Hitachi
are launching and selling.
Customers should be made aware of each and every important specifications during
the demonstration and their query related to the product, price & schemes should be
65
properly handled as this could lead to the change of mind of the customer and you
never know when your way of promoting the product can make him/her to switch to
Hitachi AC’s.
The promoter should always try to up sale the product so that higher priced AC’s get
bought by the customers so as to get a higher satisfaction and in return it adds to the
quick increase in the revenue of the company.
If any customer is interested in a particular color in a particular AC and at that very
moment Sargam Electronics doesn’t have the stock availability for that particular
color in that model then the customer should be convinced to book that particular
product by giving some percent of the amount in advance and should be assured
with a date and time on which the customer can come and buy the product by giving
the rest of the amount.
Each and every foot fall in the store should be entertained whole heartedly because
you never know which customer can turn out to be a potential customer.
The analysis regarding the retail outlet is that a proper ambience should be
maintained by displaying the dummy and live demo of the AC’s in an attractive
way, so that customers especially those who believes in visualizing will be attracted.
All the important features which the customers generally look in AC’s should be
also displayed against each & every live demo in a readable manner.
An ambience should be maintained so that the customers coming to the store gets a
good experience i.e. cleanliness, hygiene, lighting, music, etc.
The Retailer/Promoter should handle all the after sales service with at most care so
that the customer turns out to be a potential customer so that a long term relationship
can be build which in turn will help in the increment of the revenue of the company.
The management of the Sargam Electronicsis well coordinated by all the promoters
and the store manager. Some of the promoters are focused towards their individual
target, rather they should focus more on building customer relationship which will
66
lead to the achievement of the sales target of the store and indirectly will make the
individual targets to get achieved.
When a particular promoter is busy with so many customers to deal with and some
other promoter or the store manager is not having any other burden of work then
he/she can come forward to help the busy promoter so that the work load can be
shared.
Store manager is the one who has got the main responsibility of the management of
the Store. So if any promoter cracks a deal of higher priced product then he/she is
highly appreciated by the store manager and rewarded with some incentives so that
the promoter is motivated to increase the sale of the store and the company as a
whole.
Managing the stock and forecasting for the supply of the product according to the
increase/decrease in the demand of the product should be handled properly so that a
proper replenishment can be achieved and no customer gets disappoint due to the
unavailability of the demanded product.
67
15. LEARNING OUTCOMES
At first I knew only the basic knowledge of AC, but after 1 day training in HITACHI
in the institute itself I have gained a huge knowledge about AC and Refrigerator.
After the completion of training,
I was basically able to learn how to deal with Customers.
The main learning was also that how to shift a Customer from another brand to
HITACHI.
On-the-job training helped me to improve upon my inter-personal skills and has
really boosted up my confidence level to speak to the unknown customers and even
to a higher authority people from the society.
One of the key learning was that basically knowing the features of Electronics
products.
It can also be said what actually the customers wants from a product, that is also a
huge learning outcome.
Learnt a lot regarding the consumer behavior and this summer internship with
HITACHI, gave me the opportunity to relate all my theoretical learning of marketing
management and consumer behavior to the practical experiences which was indeed
great and fruitful.
68
16. SUGGESTION
• HITACHI can be recommended to improve on its Distribution channels, its paying
incentives to its Dealers and Sales persons.
• HITACHI should also focus on after Sale Services, as it is very poor in after Sale
Services. There are many complaint from the Customers on its basically after Sale
Services.
• Hitachi should continue to Stay innovative by using the new Series Kaizin feature is
of high importance in the emerging market. Hitachi’s consumers should be reached
through word of mouth, e.g. social media like Facebook, Twitter, etc and reference
groups. Furthermore, advertisements should be created emphasizing the benefits
superior to competing AC’s.
• The company will need an adaptive marketing strategy in order to succeed. Hitachi
should focus on regaining brand equity, because the company lost its brand equity
during the evolution of O-General AC’s. This will lead to increased financial value
and customer loyalty.
Hitachi should also invest in celebrity endorsement like Ranbir Kapoor & Pareeneti
Chopra while launching a new product which will lead to a great promotional
activity and will definitely increase the number of sales to a great extent.
69
17. RECOMMENDATION
With the above findings and actions the company HITACHI can be recommended to
improve on its Distribution channels, its paying incentives to its Dealers and Sales persons.
HITACHI should also focus on after Sale Services, as it is very poor in after Sale Services.
There are many complaint from the Customers on its basically after Sale Services.
Hitachi can make consumers become connected to their brand by using social comparison.
For instance, by creating advertisements through which consumers can evaluate themselves
in comparison to the people shown in the advertisement.
Hitachi should continue strengthening category extension in their existing Electronics
items because the company is positioned in consumers‟ minds as reliable, which is a good
factor when targeting businesses. Moreover, AC’s is the most popular Electronics items for
business purposes. Staying innovative by using the new Series Kaizin feature is of high
importance in the emerging market. Hitachi’s consumers should be reached through word
of mouth, e.g. social media like Facebook, Twitter, etc and reference groups. Furthermore,
advertisements should be created emphasizing the benefits superior to competing AC’s.
The company will need an adaptive marketing strategy in order to succeed. Hitachi should
focus on regaining brand equity, because the company lost its brand equity during the
evolution of O-General AC’s. This will lead to increased financial value and customer
loyalty. Hitachi should also invest in celebrity endorsement like Ranbir Kapoor &
Pareeneti Chopra while launching a new product which will lead to a great promotional
activity and will definitely increase the number of sales to a great extent.
70
18. LIMITATIONS
The project timeline was for only 8 weeks and hence the data received within the
completion of my project time will be taken into account. Hence, my project will be
limited due to short duration for its completion.
During the course of my project, there may be chances of some of the topics not
covered in my project either partly or fully. This may affect to the conclusion and
suggestions given at the end of the project.
My project may not cover some of the topics which are beyond my control, which
will be a limitation of my project.
As my training was On-the-job training and while doing this I had to promote and
sell HITACHI Air Conditioner in Ashok Vihar, New Delhi. So, this report may be
not up to the mark according to the theoretical aspect of the project because I have
only mentioned my practical experiences which I gained while doing this internship.
So, these are the limitations of this project.
71
19. CONCLUSION
It can be concluded based on the above findings that HITACHI is the number one
regarding Air Conditioner, but it has to surpass LG through Refrigerator.
LG is being considered as number 1 in refrigerator, HITACHI needs to improve in that.
HITACHI is a premium and a costlier product than LG. Basically its needs to improvise
on its pricing. This type of refrigerators is for the Elite classes of people.
The same refrigerator that HITACHI is giving can be available at Rs 42000/-, but
HITACHI is giving at Rs 75000/-.
Now it can be estimated that most of the Customers will prefer for LG rather than
HITACHI.
72
BIBLIOGRAPHY
hitachi.co.in. (2006, April). Retrieved from http://www.hitachi.co.in
Kotler, P. (2013). Principles Of Marketing. Noida: Pearson.
Schiffman, L. G. (2013). Consumer Behavior. Chicago: Pearson.
