BIRLA POWER SOLUTION

CHAPTER 1-- INTRODUCTION

1.1 GENERAL INTRODUCTION

Marketing is defined by the American Marketing Association as the

activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients,
partners, and society at large. The term developed from the original
meaning which referred literally to going to market, as in shopping, or
going to a market to sell goods or services. Marketing deals with
customers creating customers value and satisfaction are the heart of
modern marketing. The market is a center around which marketing
activities revolve. A market, in general may be described as a place where
goods and services are offered for sale, buyers and sellers meet and title
to goods is transferred.

Industrial Goods- Industrial goods are technical complexity, customized

goods. It can be final products or use in production of derived products.

Industrial Marketing- Activities involved in the marketing of products

and service to organizations that use products and services in the
production of consumer or industrial goods and services. While the basic
task of marketing apply in both the consumer and industrial marketing. In
the industrial market, markets are relatively concentrated and channels of
distribution are shorter, buyers are well informed, highly organized, and
sophisticated in purchasing techniques and multiple influencers contribute
different points of view to purchasing decision. Sales people act more as
consultants and technical problem solvers, utilizing in-depth product
knowledge and technical understanding of the buyers needs.

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Although pricing is still important, price is less critical in industry buying

decisions. The quality and consistency of products, certainty of delivery,
bidding and negotiating prices are very common.

CHARACTERISTICS: INDUSTRIAL AND CONSUMER

MARKETING

The basics of marketing management: deciding the target markets; finding

out the needs and wants of the target markets, developing products and
services to meet the requirements of those markets, and evolving
marketing programs or strategies to reach and satisfy target customers in
a better and faster way than competitors apply to both consumer and
industrial marketing. The industrial markets are geographically
concentrated; the customers are relatively fewer; the distribution channels
are short; the buyers (or customers) are well informed; the buying
organizations are highly organized and use sophisticated purchasing
techniques; the purchasing decisions are based on observable stages in
industrial marketing. Industrial marketing is more a responsibility of
general management in comparison to consumer marketing.

TYPES OF INDUSTRIAL CUSTOMERS

Industrial customers are normally classified into four groups: (i)
Commercial Enterprises, (ii) Governmental Agencies, (iii) Institutions, and
(1v) Co-operative Societies.

INDUSTRIAL PRODUCTS AND SERVICES

The industrial products and services are classified into three broad groups:
(i) materials and parts, (ii) Capital items, (iii) Supplies and services.

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DIFFERENCE BETWEEN INDUSTRIAL AND CONSUMER

MARKETING
Industrial markets Consumer
Market structure Geographically Geographically
concentrated
dispersed

Markets Relatively fewer buyer Mass

Products availability Technical complexity Standardized

Customized
Service Service, delivery very Somewhat important
important
Buyer behavior Functional Family involvement
involvement

Technical aspect Technical expertise Less expertise

technical
Relationship Interpersonal Non personal
relationship relationship

Decision making Distinct, observable Unobservable, mental

stages stages
Channels Shorter, fewer linkage Indirect, multiple
linkage
Promotion Emphasis on personal Emphasis on
Selling advertising
Price Competitive bidding List price

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1.2 THEORITICAL BACKGROUND OF THE STUDY

DESIGNING AND MANAGING MARKETING COMMUNICATION.

Marketing Communications (or MarCom or Integrated Marketing
Communications) are messages and related media used to communicate with
a market. Marketing communications is the "promotion" part of the "Marketing
Mix" or the "four Ps": price, place, promotion, and product.

Those who practice advertising, branding, brand language, direct

marketing, graphicdesign, marketing, packaging, promotion, publicity, sponsor
ship, public relations, sales, sales promotion and online marketing are
termed marketing communicators, marketing communication managers, or
more briefly, marcom managers.

The choice of how to communicate your message, and to which customers,

can make all the difference between campaign success and consumer fatigue.

Marketing communications are the means by which firms attempt to inform,

persuade and remind consumers-directly or indirectly about the products and
brands that they sell. In a sense, marketing communication represent the
“voice” of the brand and are a means by which it can establish a dialogue and
build relationships with consumers. Marketing communication allow companies
to link their brands to other people, place, events, brands, experience, feelings,
and things. It can also contribute to brand equity by establishing the brand
memory and crafting a brand image.

PERSONAL COMMUNICATION CHANNELS

 
Personal communication is communication between two or more persons with
a specific person communication with others. The message emanates from a

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specific person. It can be done face to face, or by a person to audience, over

telephone, or through post or couriers or through emails or through mobile
messages.
.
Companies take various steps to stimulate personal communications about
their products and brands.
 
1. They identify influential individuals and devote extra effort on them.
2. Create opinion leaders by supplying possible opinion leaders with the
product on attractive terms.
3. Use influential or believable people in testimonial advertising.
4. Develop word of mouth publicity by requesting satisfied clients to promote
their product among their friends.
5. Establish online discussion groups and communities.

Non-personal Communication Channels

 
They include media, atmospheres, and events.
Media channels include print media (newspaper, magazines, souvenirs,
proceedings of conferences), broadcast media (radio, television), display
media (billboards, signs, posters) and electronic media (audiotape, videotape,
videodisk, CD-ROM).
 
Events are occurrences designed to communicate particular messages to
target audiences or audiences. Company arranged news conferences,
opening ceremonies of various kinds, and sponsorships of various events
come under event communications channels. Communication through mass
media stimulates personal communication channels.

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The Promotional Tools

 
The characteristics of various promotional tools are as follows:
 
Advertising
 
Advertising is a public mode of communication. Because it is communicated
simultaneously to large number of people and people know that the same
communication is going to many people, they feel their motives for buying are
understood by the advertiser.
 
Advertising messages can be repeated number of times. Buyers also can
compare advertisements of various companies selling the same product. The
media offers the facility to add colour, sound etc. to the message and
dramatize the message. But advertising cannot have dialogue with the people.
People may not see and pay attention to the advertisement. Advertising is an
efficient way to reach geographically dispersed potential buyers at a low cost
per exposure.
 
Advertising has two recent variants. Advertorials are offer editorial content and
while it is paid for by the advertiser and it will be difficult for the reader to easily
make out that it is an advertisement. Similarly infomercials are TV programs
that are meant for promoting the products of the company. They discuss the
working of the product, benefits of the products, and user experience etc. and
they may beam the message to buy the product and the address to be
contacted.
 

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Sales promotion
 
Sales promotion tools like coupons, contests, premiums, and the like acts as
communication medium and also promote sales. They gain attention and
provide information that may lead the consumer to the product. They include a
distinct invitation to the consumer to do the transaction in a short period of
time.
 
Public relations and publicity
 
News stories and feature articles are more authentic and credible than
advertisements to readers. The articles act as testimonials. The message gets
through to the potential buyers as news and they may not turn away from it as
they turn away from the advertisements.
 
Personal selling
 
Personal selling as a communicative channel involves a live, immediate, and
interactive relationship between persons. Personal selling leads to
relationships. The listener feels obligated to respond to the salesman at least
with a polite “thank you.”
 
Direct Marketing
 
The alternatives are direct mail, Email, and telemarketing. In these cases the
message is addressed to a specific person. The message can be customized.
Even though mailing folders and email are normally standardized to gain
efficiency. The message can be up to date. In case of telemarketing, message
can be altered depending on the response. In the case of other alternatives
subsequent communication can be altered depending on the response. 

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1.3 INDUSTRIAL BACKGROUND OF THE STUDY

India’s thrust on achieving higher economic growth rate has intensified

construction activities all across the country. This has also created huge
demand for power supply. According to some market research, there is a
demand-supply gap of about 17% in power generation. This has thrown open
huge market opportunities for the power backup providing companies. The
power backup market in India is growing at an annual rate of 15-20%, varying
within the three different segments.  India is now the fifth largest power market
in the world. The per capita electricity consumption in the country is around
665 units which is envisaged to increase to 1,000 units by 2011-12.

Good opportunity continues to exist in power sector in India due to growing

gap between demand and supply. The demand for power is typically driven by
sectors such as Telecom, Commercial construction, IT, ITES, Retail, etc.

OVERVIEW OF GENERATOR INUSTRY

Generators refer to the mechanical equipment that can convert other forms of
energies into electricity. It is mechanically driven by hydraulic turbine, steam
turbine, diesel engine or other power equipment which convert energies
produced from water, steam, burning fuel or atomic fission into mechanical
energy and transfer to the generator which then converts the mechanical
energy into electricity. Generators can be divided into DC generators and AC
generators, and the later can further divided into synchronous and
asynchronous ones. Generators can also be categorized into diesel
generators, petrol, gas, wind, hydraulic and solar generators.

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Tax rebate on exports on generators is 17% and that of generators parts is

13%.

The power industry in India has been characterized by peak power and energy
shortages. In fiscal 2004 and 2005, demand for electricity exceeded supply on
an average by an estimated 7.1% and 7.3% respectively in terms of total
requirements and 11.2% and 11.7% respectively in terms of peak demand
requirements.

Although power generation capacity has increased substantially in recent

years, it has not kept pace with the growth in demand or the growth of the
economy generally. According to the United Nations, India has one of the
lowest electricity consumption levels in the world, at 355 units per capita in
2000, due to unreliable supply and inadequate distribution networks. This
contrasts with 827 units per capita in China, 1,878 units per capita in Brazil
and 12,331 units per capita in the United States, in 2000.

Historically, state and central government entities played the dominant roles in
the development of the Indian power industry. However, capacity growth did
not keep pace with demand, due to inadequate investment and the poor
financial health of the SEBs. However in recent years, in light of persistent
shortages, the Government has taken significant action to restructure the
industry and attract investment.

Gensets
The market for Gensets in the 5 to 15 KVA usage bracket covers a wide
spectrum of affluent users, households, shops, commercial establishments,
and other institutions including the small and medium industries.

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All offices require power in some quantities to enable them to run the basic
utilities. Though existing usage of below 5 KVA portable generating sets are
meant for meeting only rudimentary requirements the 5 to 15 KVA usage
bracket is fast rising that need to meet the essentials with basic affluence
comforts like an AC & refrigerator. Also there is a fast growing demand created
by the booming telecom industry to support their unmanned stations spread all
over India including remote areas.

1.4 ENVIRONMENT TECHNICAL NORMS REGARDING

PORTABLE GENERATOR

Portable generators are useful when temporary or remote electric

power is needed, but they can be hazardous. The primary hazards
to avoid when using them are carbon monoxide poisoning, electric
shock or electrocution, and fire.

TO AVOID CARBON MONOXIDE HAZARDS:

• Always use generators outdoors, away from doors, windows and vents.
• NEVER use generators in homes, garages, basements, crawl spaces, or
other enclosed or partially enclosed areas, even with ventilation.
• Follow manufacturer’s instructions.
• Install battery-operated (with battery backup) carbon monoxide (CO) alarms
in your home, following manufacturer’s instructions.
• Test CO alarms often and replaces batteries when needed.

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TO AVOID ELECTRICAL HAZARDS:

• Keep the generator dry. Operate on a dry surface under an open, canopy-like
structure.
• Dry your hands before touching the generator.
• Plug appliances directly into generator or use a heavy-duty outdoor-rated
extension cord.
• NEVER plug the generator into a wall outlet. This practice, known as back
feeding, can cause an electrocution risk to utility workers and others served by
the same utility transformer.
• If necessary to connect generator to house wiring to power appliances, have
a qualified electrician install appropriate equipment. Or, your utility company
may be able to install an appropriate transfer switch.

TO AVOID FIRE HAZARDS:

• Before refuelling the generator, turn it off and let it cool. Fuel spilled on hot
engine parts could ignite.
• Always store fuel outside of living areas in properly labelled, non-glass
containers.
• Store fuel away from any fuel burning appliance.

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CHAPTER –3 PROFILE OF ORGANISATION

3.1 ORIGIN OF THE ORGANISATION

Company Profile 

BIRLA POWER SOLUTIONS LIMITED

(Formerly Birla Yamaha Limited)
(ISO-9001 & ISO14001 COMPANY)

Registered Address

159, Industry House 

Church Gate Reclamation, 
Mumbai, Maharashtra 
400020
Tel: 022-22026340 
Fax: 022-22047835 
Website: http://www.birlapower.com
Group: Birlas (Yash) Group

Overview

Birla Power Solutions Ltd., (BPSL) was established in the year 1984 in
collaboration with globally renowned Yamaha Motor Co. Japan. It was the first
company to manufacture portable generators in India in 1986, the first to roll
out Self Start Gensets and first to launch emission compliant generators under
the brand name, Birla Ecogen. With more than 500 dealers spread all across

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India, the retail business of Birla Power flourishes to its entire length, with
100% satisfaction level of the customers.

Products & Services

The Company produces a wide range of generators catering to the power

requirements of 500W to 60K.W with a variety of fuel options like kerosene,
petrol, diesel, LPG,CNG and biogas. The product portfolio of Birla Power also
includes Pump Sets, Lawn Movers, Invertors, Sprayers and Batteries.

Unit

The modern manufacturing unit is situated near Dehradun with a capacity of

125,000 Smaller Gensets and 75,000 Multi Purpose Engines & Higher KVA
Gensets of 20000 units per annum.

Public Private Partnerships OR PPP

In order to meet demands of telecommunications, ITC Schools, Health, electric

power, water transport, road, rail, air, water supply as well as irrigation sector,
various Public Private Partnerships or PPPs are being promoted for
implementation of these infrastructure projects. We at Birla have left no stone
unturned in taking pride
in en-cashing these opportunities. The flow of business turn over of Birla
Power have increased in multiple folds with such PPP in the past, present and
in future.

COMPANY PERSPECTIVES

Our Vision: To be a premium global conglomerate with a clear focus on

business.

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Our Mission: To deliver superior value to our customers, shareholders,

employees and society at large.

Our Values: Integrity; Commitment; Passion; Seamlessness; Speed.

ABOUT US

The Yash Birla group is a part of the prestigious house of the Birlas, started by
Mr.Baldeo Das Birla, the great-great grandfather of our current chairman. The
lineage of yash birla group began with Mr.Rameshwar Das, grandfather of
Mr.Ashok Birla, the sudden demise of Mr.Ashok Birla, in 1990, plunged his son
Yashovardhan into the corporate world. Since then Yash Birla and his group
have only emerged stronger than before. Yash birla has not only brought sick
companies to life but has given the group a dynamic strategy like never before.
He gave the Group a dream, a global vision and an integrated approach.

The yash birla group has a number of companies all over India and under the
perfect leadership of our chairman, we have made successful forays in the
areas of Generators, Multipurpose Engines, Chemicals, Yarns, Pipes,
Consumer Durables, Precision Cutting Tools etc. The Group is now set to
make a mark in the IT world as its latest diversification.

Birla Power Solutions Ltd., (BPSL), a Rs.2500 Crore Yash Birla Group
Company, established in April1984 in collaboration with globally renowned
Yamaha Motor Co. JAPAN by dynamic visionary late Shri Ashok Birla. The
Company has many a firsts to its credit. It was the first Company to
manufacture portable generators in India in 1986. The Company has the
expertise of manufacturing 2 stroke as well as 4 stroke engines. The Company
is presently producing a wide range of Generators catering to the power
requirements of 500W to 40K.W being fuelled by variety of fuel options like
Kerosene , Petrol, Diesel, LPG ,CNG ,Biogas etc . It was the 1st Company to
roll out Self Start Gensets and became the 1st Company to launch emission
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compliant Generators under the brand name – BIRLA ECOGEN, once again
taking a step ahead, to launch low noise gensets, complying with phase-II
noise norms and entering a new era of silent technology gensets.

BPSL is committed to provide total Power Solution depending upon customer

needs by manufacturing Portable Generators, Inverters, Home UPS. To
provide complete Power Solution to its esteemed customers under one roof
company has recently started opening POWER SHOPPEE across the country.

To support the farming community it includes Water Pumps & Multi Purpose
Engines & its application products such as Power Sprayers & Needle Vibrators
and Lawn Mowers, under the brand name ‘Ecoshakti’. The Company also has
plans to increase its range of Pumpsets and Sprayers in the lower power
range.

To match with the market requirement, the company has launched two new
products in Portable Genset segment with the capacity of 900 VA and 5 KVA.
With continuous in house R&D, BPSL have also developed the technology of
reduction of heating effect generated inside the Generators.

The present domestic market share of BPSL Generators is around 32%. Till
date, we have more than 4.5 lac satisfied genset owners and a network of
more than 600 dealers, spread throughout the country. These dealers are
given extensive training and are well equipped to cater to after - sales -service
for generators.

The modern manufacturing unit is established near Dehradun (Uttarnachal) in

a very scenic and serene backdrop of hills & forest, with a capacity of 125,000
Smaller Gensets and 75,000 Multi Purpose Engines & Higher KVA Gensets of
20000 units per annum. The total area of the factory is 150000 sq. mtrs and
the covered area is 17000 sq. mtrs. The connected load is 1550 KVA. Though

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the power availability in the region is good, Company has DG sets of 850 KVA
as stand by captive power.

Alternator shop has fully automatic machines capable of producing single

phase self excited synchronous alternators up to the capacity of 4.5 KVA. The
Machine shop has 79 machines out of which 10 are CNC such as CNC
Lathes, CNC Machining Centre & CNC Drill Tap Centre. The Paint shop is
having Dip Phosphating to accommodate up to the cube size of 800 mm and
conveyorised electrostatic spray painting along with thermic fluid baking for
cube size of 600 mm.

There are 550 employees in the Company out of which around 200 are skilled
workmen. Most of them are ITI educated, and the work culture at the factory is
very cordial.

BPSL got ISO 9002 certification in October’1998, and has also been awarded
ISO14001 certification.

In the year 2002, the company has acquired the stake of Yamaha Motor
Company Japan. BPSL have become one of the few Indian Companies to buy
out the equity of our MNC partner. Today, company has become totally self
sufficient in all aspects. BPSL is entering into a new era with constant
emphasis on state – of - the - art R &D and insistence on quality products.

From Gensets to Inverters to Multipurpose Engines you name it, we make it.
Today we are spread across the length & breadth of the country and across
the globe with a range of products, making us India’s largest provider of power
solution products. From being a manufacturer of a single product, we have
become a multi-product Company.

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3.2 GROWTH & DEVELOPMENT OF THE

ORGANIZATION.

YEAR EVENTS 1984 - The Comp. was incorporated on 27th April, at

Mumbai. The Comp. was promoted jointly by Tunghabhadra Industries limited
and Yamaha Motor Co. limited The Comp. manufactures portable generators
and multi-purpose engines.

- The Comp. entered into a technical-cum-financial collaboration agreement

with Yamaha Motors Co. Ltd [YMCLs] of Japan on 31st August, YMCL were to
provide knowhow and technical information for implementation of Company
project & for manufacture of portable generating sets.

- The portable generator sets & engines produced by Company would be in

the range of 0.5 KW to 4.0 KV. In case of generators, the Comp. adopted the
self excitation brushless system which would render the process immune to
dust, humidity & other vagaries of atmospheric conditions.

- For the manufacture of multi-purpose engines, the process adopted is the

condenser discharge ignition which would eliminate unwanted parts resulting
in better fuel efficiency & low maintenance costs.

1985 - 160 shares allotted to promoters, directors, etc. 79,99,840 shares then
issued at par out of which the following shares were reserved & allotted:
20,80,000 shares to Yamaha Motor Co. Ltd., Japan, 20,79,840 to
Tungabhadra Industries Ltd., other associate Indian companies, directors, etc.
& 11,290,000 shares to Pratap Malapani. Out of remaining 27,20,000 shares,
1,36,000 shares to the Company employees including working directors &
54,400 shares to business associates were reserved and allotted on a
preferential basis. The balance 25,29,600 shares were offered for public
subscription during November/December.

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1986 - In order to ensure, continuous supply of power, an 850 KVA generator

was also installed. The Comp. commenced trial production of LG 900 & 2000
model generators in April.

1987 - New modern generators such as LG 600, LG 900 AC & LG 2800 were
introduced. Prototypes of multipurpose engines [part of Company product
ranges] were also developed.

1989 - New range of products such as multipurpose engine, and public

address system were test marketed.

1990 - The Comp. came under the provisions of above mentioned Act due to
erosion of fifty percent in its net worth.

1992 - Production suffered to a great extent as one of key suppliers to the

Comp. declared lock-out at their works twice during the year resulting in non-
availability of components.

1993 - The Comp. launched a new model of genset of smaller capacity which
operates on kerosene in order to satisfy market requirement of lower running
cost genset.

1994 - A new Kerosene model `BY 1000 K' launched by Comp. in April, for
which market response is encouraging.

- The Comp. proposed to launch multi-purpose engines for the semi-rural/rural

areas.

- The Comp. also proposed to deal in various types of electrical equipment viz.
`Inverters' to cater to the middle-class household segment in the domestic
market.

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1995 - The Comp. introduced two new models of self start generators. Also
introduced two new multipurpose engines namely Birla Power Birla Power
Plus.

1996 - The Comp. launched two new models of self start portable generators
& `Yamaha' brand of EF 6600 E [5.5 KWs] Electric start genset.

1997 - The Comp. was discharge from the purview of BIFR under the sic
industrial companies [Sp. Provisionss] Act, 1965.

- Genset manufacturer Birla Yamaha would be launching single battery

inverters in April.

- Birla Yamaha Limited, a joint venture of Yashowardhan Birla group &

Yamaha of Japan, is making a preferential allotment of equity shares worth
around Rs.10 crore to the promoters.

1998 - The Company turnover declined to Rs.69.39 crores due to the South
East Asian Currency Crisis.

- The Comp. launched 4 stroke 600 watts LG 700 K model which received a
favourable response.

1999 - Birla Yamaha is setting up a genset manufacturing facility in Himachal

Pradesh, its second in the country.

- The Comp. has entered into a long term agreement with Yamaha & is
concentrating on exports during the lean months, gives the Comp. the twin
advantage of balancing manufacturing in addition to earning some additional
revenue.

2000 - The Comp. have received 11,20,000 equity shares of company, jointly
held by Mr. Sundrashan Malpani & Mr. Ashutosh Malpani both NRIs for

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transfer in the name of Transvestments Pte Ltd., [TPLs], Singapore an

Overseas Corporate Body.

- The Comp. has introduced a range of eco-friendly generators under the

brand, Birla Ecogen.

2002-Birla Yamaha Ltd has informed that Mr Vijay Agarwal has been
appointed as an Additional Director of Company.

2004-Birla Power Solutions, a Yash Birla Group company, has tied up with
Hindustan Petroleum Corp Ltd [HPCLs] to produce electricity generators,
which run on LPG.

2007

Birla Power Solutions Ltd has informed that Mr. Biswajit Sarkar has been
appointed as Chief Executive Officer [CEOs] of Comp. w.e.f. March 20,
2007.Birla Power Solutions Ltd has informed that the Board of Directors of
Comp. at its meeting held on October 31, 2007, inter alia, has Appointed Mr.
Kalyan Bhattacharya as Whole time Director of Comp. for a period of three
years w.e.f. November 01, 2007.

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3.3 PRODUCT AND SERVICES

Birla Power Solutions Limited (Formerly known as Birla Yamaha Limited) is

engaged in manufacturing portable generators, Inverters, Home UPS. The
Company is presently producing a range of Generators catering to the power
requirements of 500W to 40KW

Silent Portable Generators

The Ecogen Generator range is the world's
first co friendly low-emission, low noise
generator made of high "tech
alloyed components. The generator is packed with features such as fuse less
circuit breakers, fan system and an Acoustic cover to reduce noise
significantly.

Higher Capacity Silent Generators

The Company's range of higher capacity
Gensets (7.5KVA - 40KVA) addresses to
demands of the telecom, defence and other
institutional customers.
 

5 KVA DIESEL GENSET

The 5 kva Portable Genset range is the India
t first co” friendly low-emission, low noise
Diesel generator made of high-tech alloyed
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 BIRLA POWER SOLUTION

components.
The generator is packed with Features such as fuse less circuit breakers,
Tamperproof oil alert system, pilot, lamp, Non fuse Breaker, Reverse and an
Acoustic cover to reduce noise significantly.

Alternate Fuel Based Generators

The Company has also introduced a range
of LPG/CNG generators for domestic and
institutional customers. This provides our
customers with an econo -mical and
environmentally
Friendly means to meet their energy needs.

Multi Purpose Engines (MPEs)

The power packed MPEs can playa number
of varied roles and can substitute machines
such as floor polishers, concrete mixers and
rail
drilling machines among others.

Pumpsets
The Birla Ecoshakti 4 stroke pumpset
redefines reliability and also provides
unmatched power, which means more
power per drop of fuel.

Sprayer
The Company has also introduced a range
of Sprayer for domestic and institutional
customers. This provides our customers with

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an economical
and environmentally friendly means to meet their energy needs.

Inverters
Inverters are available in a wide capacity
range of 1OO VA to as high as 10KVA.The
most popular range is the 500/800/1500 VA
that enables
the user to run fans, tube lights and a television set.

Batteries
Birla Power Battery is an Industrial
Non Automotive battery. The heavy
duty thick lead terminals aid in better
connection
and also help in providing minimum voltage drops in the circuit.

Power Tiller
The Company has also introduced a range
of Power Tiller for agriculture and Farm
customers. This provides our customers with
an economical
and environmentally friendly means to meet their energy needs.

Lawn Mower
The Company has also introduced a range
of Lawn Mower for domestic and institutional
customers. This provides our customers with
an econo - mical and environmentally
friendly means to meet their energy needs.

Y B Series
The Ecogen Generator range is the world's

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 BIRLA POWER SOLUTION

first co"friendly low-emission, low noise

generator made of high"tech alloyed
components. The generator is packed with

features such as fuse less circuit breakers, fan system and an Acoustic cover
to reduce noise significantly.

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 BIRLA POWER SOLUTION

COMPETITION

The Competition faced by the company in its various product lines are as given
below:

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CLIENTS
The following table enumerates the various growth segments as also the
anticipated annual demand for the same.

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Source: AC Nielsen & ORG-MARG Survey

TELECOM INDUSTRY

GOVERNMENT SECTORS

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 BIRLA POWER SOLUTION

BANKING/ FINANCIAL SECTOR

TELEVISION / MEDIA SECTOR

AIRLINES INDUSTRY

MARKET:

The domestic Genset market is currently catered by 2 players – Honda Siel

and BPSL

􀂾 The major competitor for BPSL has been Honda Siel. The product range
and the quality of the product have been comparable all through last several
years.
􀂾 After the Exit of Yamaha there has been a decline in market share in
domestic as well as export market.

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 BIRLA POWER SOLUTION

􀂾 There has been no new product launch in higher segments since last few
years.

􀂾 Compounding the effect has been the slow growth in the portable Genset
Industry.

MARKETING STRATEGY

The surveys conducted by Centre for Industrial & Economic Research has
revealed significant market trends that are produced below:
􀂃 Increasing consumer awareness on products and product value
􀂃 Leap fogging to sunrise areas
􀂃 Multidirectional market penetration with new consumer shifts
􀂃 Shift from functional to convenience goods
􀂃 MNC invasion in large number of product markets
􀂃 Market are competitive and oligopolistic at the same time
􀂃 Change of sellers market to buyers market
􀂃 Injection of monopolistic power via strategic USPs and brand building
􀂃 Attributing illusory USPs to brands to gain market penetration
􀂃 Promotion acquiring increasing value
􀂃 Emergence of e business as a major marketing force
􀂃 Ascendancy of product quality consumer preferences
􀂃 Up gradation of delivery systems with perceptible consumer orientation
BPSL main marketing strategy will be focused on expansion of the existing
products, entering into higher capacity diesel range of engines/pump sets.
BPSL would be registering its products with local land development banks,
NABARD, State Agriculture, Horticulture Departments and emphasizing on tie-
ups with nationalised rural banks for loans/subsidy schemes. Further the
company plans to sell engines through application products in Railway, govt.
departments like MTNL, BSNL, NDMC, Delhi Jal Board, MCD etc.
For above product expansion, BPSL intends to penetrate rural market by
organising various promotional fairs, participations in Kissan Bazzars.
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 BIRLA POWER SOLUTION

Overall Marketing Strategy has been focused on marketing of goods to

customers who want value for their money. Customer retention and their
repeat purchase motive have been kept in mind while devising our marketing
strategy.
BPSL’s growth strategy is focused towards expanding its existing product
lines, entering into new application areas in the agricultural and construction
industry and to launch higher capacity Gensets and Engines running on Diesel
and LPG fuel.

SWOT ANALYSIS OF BPSL

STRENGTHS:
􀂃 BPSL enjoys strong brand recognition and recall.
􀂃 BPSL has almost a complete range of products making it a single window
for power solutions.
􀂃 The plants of the company are ISO 9001 and ISO 14001 certified by
Underwriters Laboratories
Inc., USA.
􀂃 All products manufactured by the Company are fully emission compliant and
ISI marked.
􀂃 BPSL has a very strong dealer – distributor network through which the
products of the company are marketed and sold.
􀂃 BPSL has tied up with global players like Kipor to have a technological edge.
􀂃 The manufacturing facility of the company is situated on the main high way
between Haridwar and Dehradun which is well connected with Delhi by road /
rail and there is an abundance uninterrupted power supply.

WEAKNESS

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 BIRLA POWER SOLUTION

􀂃 Lack of new product launch after the exit of foreign partner has resulted in a
decline in the market share for BPSL.
􀂃 BPSL is operating in the lower range of in house engines & pumps, which is
a highly competitive segment.

Opportunities
􀂃 The Company can increase its market share by expanding capacity.
􀂃 The Company plans to introduce higher KVA gensets and water pumps to
capitalize on growing demand in this segment.
􀂃 It can increase market share in the mid-size gensets market by increasing
institutional sales.
􀂃 Increase presence in the agricultural and construction sector by offering a
higher range of diesel engines.
􀂃 Export market is still untapped specially for engines, alternators, Inverters.
􀂃 Erratic power situation in the semi urban & rural towns has resulted in
increase in demand.
􀂃 Power requirement of consumers increasing – opportunity for adding new
higher capacity products
􀂃 Rural demand improving
􀂃 Shift towards LPG/ CNG based gensets has opened new avenues for the
company.

THREATS
􀂃 Portable genset industry growth has shown decline in recent
times.
􀂃 Cheaper products from China are giving stiff competition to local players.

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 BIRLA POWER SOLUTION

3.4 FUTURE PROSPECTIVE OF BIRLA POWER

Birla Power to invest Rs 5,000 cr in thermal & solar power projects.

Birla Power Solutions will invest nearly Rs 5,000 crore to set up thermal and
solar power projects in the next three years, according to Chairman Yash Birla.
Mr Birla on Wednesday said his group has floated a special purpose vehicle
(SPV) — Birla Urja — to run the power business. Birla Power holds a 51%
stake in the SPV, while the balance is with group companies. 

According to him, his group will set up 600 mw of thermal power plant capacity
in Maharashtra and 125 mw solar power capacities in Andhra Pradesh,
Rajasthan, Uttaranchal and Haryana. The investments in the power projects
will have a debt-equity ratio of 70:30. “The equity component will be funded
through various options, including contribution from the promoters and private
equity funds, while debt will come from institutions like State Bank of India and
Power Finance Corporation,” Mr. Birla said. 

However, analysts are unclear on how the group will fund such large projects.
A power analyst said Mr. Birla needs to chip in least Rs 1,500 crore to finance
the projects. The present market capitalization of Birla Solutions is Rs 160
crore. The stock gained 10% to close at Rs 3.91. Birla Cotsyn , another
company of his group, is valued at Rs 120 crore. 

“Half of the power generated from the plants will be sold to state distribution
companies, while the balance will be for the captive use of group facilities,”
said Mr. Birla. Meanwhile, Birla Power on Wednesday informed BSE that its
board would meet on March 25 to discuss the fund-raising options.

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 BIRLA POWER SOLUTION

BIRLA POWER ARM EYES JV WITH US FIRM IN

SOLAR ENERGY
The diversified Yash Birla Group is likely to sign a joint venture agreement with

a US-based company to set up and maintain solar power plants in India.

According to sources, Birla Urja Ltd, a power utility subsidiary of Birla Power

Solutions Ltd., (BPSL), is in advanced stage of talks with the US-based solar

energy service provider, which manages over 300 sites globally.

The proposed JV will focus on building; managing and maintaining grid

connect solar power plants for BUL.  It is learnt that the US firm has been

developing, financing, operating and monitoring solar plants for two decades.

An email sent to Yash Birla Group spokesperson did not elicit any response.

Recently, the group announced that Birla Power Solutions Ltd., (BPSL) will

invest Rs 3,000 crore to set up a 600MW coal-fired thermal power plant that

will be commissioned within the next three years under Birla Urja Ltd. BPSL

will additionally invest Rs 2,000 crore to set up 125MW of solar photo-voltaic

power plants over the next three years.  In the first phase, the allocation will be
divided as: Haryana (10 MW), Uttarakhand (5 MW), Rajasthan (5 MW) and

Andhra Pradesh (50 MW).

BUL has already applied for allocation of 300 acres from the Andhra Pradesh

Government for setting up a 50 MW solar PV grid Connect Power Plant and

already applied for licenses for setting up these Photovoltaic grid Connect

Power Plants, a person close to the development said. Photovoltaic (PV) is

popular method for converting energy from the sun into electricity by using

solar cells. Solar PV cells convert solar radiation into direct electricity.

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 BIRLA POWER SOLUTION

3.5 FUNCTIONAL DEPARTMENTS OF THE ORGANIZATION.

President

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 BIRLA POWER SOLUTION

MARKETING DEPARTMENTS OF THE ORGANISATION

DELHI BRANCH

MANGING DIRECTOR

CHIEF OPERATING
OFFICER

VICE PRESIDENT

GENERAL MANAGER

REGIONAL HEADS

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 BIRLA POWER SOLUTION

MANAGEMENT OF THE ORGANIZATION.

Name Designation

Yashovardhan Birla Chairman / Chair Person

P V R Murthy Managing Director
Upkar Singh Kohli Independent Director
Y P Trivedi Independent Director
Rajesh V Shah Independent Director
M S Arora Additional Director

RESEARCH METHODOLOGY
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 BIRLA POWER SOLUTION

3.1 TITLE OF THE STUDY

“ A STUDY ON COMPARATIVE STUDY OF PROMOTIONAL

STRATEGIES OF BIRLA POWER AND HONDA SIEL IN
PORTABLE GENERATORS.”

3.2 STATEMENT OF THE PROBLEM

The problem of this study is to find out why Birla power is lagging behind with
Honda Siel. This study is to know about importance of promotional offers in
business.

3.3 OBJECTIVE OF STUDY

The main objectives of the study are to understand the following areas…
1. To understand the different marketing communication tools organization
is using.
2. Comparative study of communication tools with its competitors.
3. To know how effective is current tools in achieving goals.
4. To understand the different tools of promotional channels.

3.4 SCOPE OF THE STUDY

1. It improves market communication.

2. How to reach to its target customer cost effectively.

3. Correct information at correct time.

4. Decrease the communication tool cost.

3.5 LIMITATIONS OF THE STUDY

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 BIRLA POWER SOLUTION

The main limitation of the study is…

1. It’s a time consuming.

2. The data collected is some cases are based.
3. Certain respondent were not co-operative in answering the
questionnaire, thus hampering the results.
4. Limitation of resources is a major constraint in Project.

3.6 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem.

It may be understood as a science of studying how research is done
scientifically.

RESEARCH DESIGN

Research design is the conceptual structure within which research is

conducted; it constitutes the blueprint for the collection, measurement and
analysis of data.

DESCRIPTIVE RESERCH DESIGN

Here I am using descriptive research design for my study. It

includes surveys and fact finding enquiries of different kinds. The
major purpose of descriptive research is description of the state of
affairs as it exists at present. Descriptive research studies are those
studies which are concerned with describing the characteristics of a particular
individual, or of a group, whereas diagnostic research studies determine the
frequency with which something occur or its association with something else.
The design in such studies must be rigid and not flexible and must focus
attention on the following.

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 BIRLA POWER SOLUTION

a) Formulating the objective of the study.

b) Designing the method of data collection.
c) Selecting the sample.
d) Collection of data.
e) Processing and analyzing the data.
f) Reporting the findings.

DATA SOURCES

There are two types of sources of data

1. PRIMARY DATA 2. SECONDARY

DATA

1. PRIMARY DATA

The primary data are those which are collected afresh and for the first time,
and thus happen to be original in character.

a) Observation method
b) Interview method
c) Through questionnaires

2. SECONDARY DATA

The secondary data are those which have already been collected by someone
else and which have already been passed through the statical process.
Secondary data may either be published data or unpublished data.

Published data are;

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 BIRLA POWER SOLUTION

(a) Various publications of the central, state and local governments.

(b) Various publications of the foreign governments or of international
bodies. (c) Technical and trade journals. (d) Reports and publication of
various associations connected with business and industry, banks etc.
(e) Books (f) Magazine (g) Newspapers (h) Publish records

Unpublished data are

a) Diaries
b) Letters
c) Autobiographies
d) Scholars
e) Research workers

QUESTIONNAIRE DESCRIPTION

Around 10-12 questions will be prepared for questionnaire. Mostly of them are
closed one and 1-2 will be open one.

3.7 RESEARCH INSTRUMENT

The study is based on survey technique. The study consists of study of

market communication tools. For the purpose of the study dealers, distributors
and clients are picked up and their views solicited on different parameters.
Personal interviews and informal discussions were held with marketing
department people of Birla Power to know their organization strategy. Further
applying a simple statistical technique processing of the data collected has
been done and conclusions have been reached.

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 BIRLA POWER SOLUTION

DATA ANALYSIS AND INTERPRETATION OF DATA

4.1 ANALYSIS AND INTERPRETATION OF DATA

Table 1

Table showing which affects customer decision most while purchasing?

Category No. of customers Percentage %

Advertisement of Brand 20 20%

Performance 35 35%

Price 28 28%

After Sales Service 17 17%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows 20 people see advertisement of brand, 35 people see
the performance, 28 people see price and 17 people checks the after sales
service most while purchasing the generators.

Pie chart 1

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 BIRLA POWER SOLUTION

Showing which affects customer decision most while purchasing

35% 35%

30%

28%
25%

20%
20%

15% Sales
17%
10%

5%

0%
Advertisement of Brand
Performance
Price.
After Sales Service

Inference:

The above chart shows 20% people see advertisement of brand, 35%
see the performance, 28% see price, and 17% checks the after sales service.

Table 2

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 BIRLA POWER SOLUTION

Table showing which promotional tool more effective in selling generators

Category No. of customers Percentage %

Personal Selling 26 26%

Through website 28 28%

Print media 24 24%

Sales promotion 22 22%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows which promotional tool more effective in selling
generators. 26 people goes for personal selling, 28 people goes through
website, 24 people for print media, and 22 for sales promotion.

Pie chart 2

Showing which promotional tool more effective in selling generators

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 BIRLA POWER SOLUTION

30%
26% 28%
25%
24%
20%
22%
15%
Sales
10%

5%

0%
Personal Selling
Through website
Print media
Sales promotion

Inference:

The above chart shows which promotional tool more effective in

selling generators. 26% people goes for personal selling, 28% people goes
through website, 24% people for print media, and 22% for sales promotion.

Table 3

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 BIRLA POWER SOLUTION

Table showing ranking of these brands according to customer

preference.

Category No. of customers Percentage %

Crompton Greaves 18 18%

Birla Power 32 32%

Mahindra 12 12%

Honda Siel 38 38%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows ranking of these brands 38 people like Honda
Siel, 32 people like Birla Power, 18 people like Crompton Greeves and 12
people like Mahindra brand.

Pie chart 3

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 BIRLA POWER SOLUTION

Showing ranking of these brands according to customer preference.

40%

35%
32% 38%
30%

25%

20% 18%

15% Sales

10%
12%
5%

0%
Crompton Greaves
Birla Power
Mahindra
Honda Siel

Inference:

The above chart shows ranking of these brands 38% people like
Honda Siel, 32% people like Birla Power, 18% people like Crompton Greeves
and 12% people like Mahindra brand.

Table 4

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 BIRLA POWER SOLUTION

Table showing response towards Birla power brand

Category No of customer Percentage %

Positive 59 59%

Satisfactory 21 21%

Somewhat negative 10 10%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows customer response towards Birla power brand 59
people think positively, 21 people think satisfactory and 10 people think
some what negative.

Pie- Chart 4

Chart showing response towards Birla power brand

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 BIRLA POWER SOLUTION

59%
60%
50%
40%
30%
Sales
20% 21%
10%
0% 10%

Positive
Satisfactory
Somewhat negative

Inference:

The above chart shows customer response towards Birla power

brand 59% people think positively, 21% people think satisfactory and 10%
people think somewhat negative.

Table 5

Table showing Does Birla delivered product on time as and when requested by
customer

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 BIRLA POWER SOLUTION

Category No of customer Percentage %

Always 53 53%

Sometimes 37 37%

Never 10 10%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows does Birla delivered product on time as 53 people say
they always do, 37 people say sometimes and 10 people say never.

Pie-Chart 5

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 BIRLA POWER SOLUTION

60%
53%

50%

40%
37%
30%
Sales
20%

10%

10%
0%

Always
Sometimes
Never

Inference:

The above chart shows does Birla delivered product on time as 53%
people say they always do, 37% people say sometimes and 10% people say
never.

Table 6

Table showing why customer prefer Honda generator over Birla Power
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 BIRLA POWER SOLUTION

Category No. of customers Percentage %

Better Product 13 13%

Special offers 35 35%

After sales service 28 28%

Brand name 24 24%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows customer prefer Honda generator over Birla
Power 13 people believe it is a better product 35 people believe for special
offers 28 people believe due to after sales service and 24 people think due to
brand name.

Pie-Chart 6

Showing why customer prefer Honda generator over Birla Power

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 BIRLA POWER SOLUTION

35% 35%

30%
25% 28%

20%
24%
15% 13%
Sales
10%
5%

0%
Better Product
Special offers
After sales service
Brand name

Inference:

The above chart show customer prefer Honda generator over Birla
Power 13% people believe it is a better product 35% people believe for special
offers 28% people believe due to after sales service and 24% people think due
to brand name.

Table 7

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 BIRLA POWER SOLUTION

Table showing do customers get any promotional offer from Honda Siel

Category No of customer Percentage %

Yes 73 73%

No 27 27%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do customers get any promotional offer from
Honda Siel 73 people say yes and 27 people say no.

Pie- chart 7

Showing do customers get any promotional offer from Honda Siel

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 BIRLA POWER SOLUTION

80% 73%

70%
60%
50%
40% Sales
30%
20% 27%
10%
0%

YES

NO

Inference:

The above chart show do customers get any promotional offer from
Honda Siel 73% people say yes and 27% say no.

Table 8

Table showing do customers attend trade shows or industry events

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 BIRLA POWER SOLUTION

Category No of customer Percentage %

Yes 23 23%

No 77 77%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do customers attend trade shows or industry

events 73 people say yes and 27 people say no.

Pie- chart 8

Showing do customers attend trade shows or industry events

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 BIRLA POWER SOLUTION

80% 73%

70%
60%
50%
40% Sales
30%
20% 27%
10%
0%

YES

NO

Inference:

The above chart show do customers attend trade shows or industry

events 73% people say yes and 27% say no.

Table 9

Table showing if dealers /guide help you in deciding on a brand of generators.

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 BIRLA POWER SOLUTION

Category No of customer Percentage %

Yes 56 56%

No 27 27%

Somewhat 17 17%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows do dealers /guide helps you in deciding on a

brand of generators, 56 people say yes 27 people say no and 17 people say
somewhat they do.

Pie-chart 9

Showing if dealers /guide help you in deciding on a brand of generators.

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 BIRLA POWER SOLUTION

56%
60%

50%

40%

30%
27% Column1
20%

10% 17%

0%
Yes
No
SOMEWHAT

Inference:

The above chart show if dealers /guide help you in deciding on a brand of
generators 56 %people say yes 27% people say no and 17% people say
somewhat they do.

Table 10

Table showing Honda Siel is ahead in e-business compare to Birla Power due
to
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 BIRLA POWER SOLUTION

Category No. of customers Percentage %

Information 13 13%

User friendly 35 35%

Online customer care 28 28%

support
Trouble shooting tips 24 24%
online
Total 100 100%

Source:

Survey Data

Analysis:

The above table shows why Honda Siel is ahead in e-business compare to
Birla Power, 13 people say due to information given in website, 35 people say
it is user friendly, 28 people say it gives Online customer care support and 24
people say it gives trouble shooting tips online.

Pie-chart 10

Showing Honda Siel is ahead in e-business compare to Birla Power due to

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 BIRLA POWER SOLUTION

35% 35%

30%

28%
25%

20% 24%

15% 13% Sales

10%

5%

0%
Information
User friendly
Online customer care support
Trouble shooting tips online

Inference:

The above chart shows Honda Siel is ahead in e-business compare to Birla
Power, 13 people say due to information given in website, 35 people say it is
user friendly, 28 people say it gives Online customer care support and 24
people say it gives trouble shooting tips online.

Table 11

Table showing which kind of promotion offer will you like from the following

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 BIRLA POWER SOLUTION

Category No. of customers Percentage %

Easy finance scheme 27 27%

Free service week 22 22%

Low monthly payment 26 26%

scheme
Discounts on payment 25 25%
Of cash
Total 100 100%

Source:

Survey Data

Analysis:

The above table shows which kind of promotion offer customer will like
from the following 26 people say they will like easy finance scheme, 22 people
say free service week, 27 people say low monthly payment scheme, 25 people
say discounts on payment of cash.

Pie-chart 11

Showing which kind of promotion offer will you like from the following

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 BIRLA POWER SOLUTION

30% 27%

25%
26%
22%
20% 25%

15%

10% Sales

5%

0%
Easy finance scheme
Free service week
Low monthly payment scheme
Discounts on payment
Of cash

Inference:

The above chart shows which kind of promotion offer customer will like from
the following 26% people say they will like easy finance scheme, 22% people
say free service week, 27% people say low monthly payment scheme, 25
%people say discounts on payment of cash.

Table12

Table showing if customer is satisfied with after sales service of Birla Power
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 BIRLA POWER SOLUTION

Category No of customer Percentage %

Yes 31 31%

No 69 69%

Total 100 100%

Source:

Survey Data

Analysis:

The above table shows are customer satisfied with after sales service of
Birla Power, 31 people say they are satisfied with and 69 people say they are
not satisfied.

Pie-chart 12

Showings if customer is satisfied with after sales service of Birla Power

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 BIRLA POWER SOLUTION

70%
69%
60%
50%
40% 31%
30%
Sales
20%
10%
0%

Yes

No

Inference:

The above chart shows are customer satisfied with after sales service of
Birla Power, 31% people say they are satisfied with and 69% people say they
are not satisfied.

SUMMARY OF FINDINGS

1. While selecting generators 35% customer mostly see the performance

of the generators.
2. According to customer website is most effective promotional tool in
selling generators.

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 BIRLA POWER SOLUTION

3. Honda is most preferred brands according to customer from the given

brands.
4. 59% people think positively for Birla Power brand.

5. 53% customer says Birla Power delivered product on time as and

when requested by customer.

6. 35% customer prefer Honda generator over Birla Power because of

special offers.
7. 73% people say Honda gives promotional offer over Birla power.

8. Only 23% customer customers attend trade shows or industry events.

9. 56% people say dealers /guide help in deciding on a brand of

generators.
10. 35% people say Honda Siel is ahead in e-business compare to Birla
Power due to user friendly.

11. People mostly prefer easy financial scheme.

12. Most of the people are not satisfied with after sales service of Birla
Power.

CONCLUSIONS & RECOMMENDATION

CONCLUSIONS

It was really a great learning experience for me to do my project in such a

reputed multinational company. Birla Power is a growing company even
though they have strong competitor in the market. They should increase their

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 BIRLA POWER SOLUTION

services and frequency of advertisement to stabilize their position in the

market. The company has very good chance to increase the sales with the
help of Brand Loyalty of customers by improving after sales service and by
improving promotion strategy.

LEARNING

As a P.G.D.M student I have learned that without practical knowledge our

course is incomplete.

1. Day by day I gained knowledge of market situations.

2. Company trained us how to make good relationship with dealers &

customers.

3. How to talk with dealers & customers and convince them.

4. I learned the different marketing tools & functioning of marketing

communication.

5. I got to know the difference between industrial and consumer able

market communication.

6. I here also learned how to implement my theoretical knowledge in

practical situation.

RECOMMENDATION & SUGGESTIOS

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 BIRLA POWER SOLUTION

1. The company should provide excellent after sales services to

compete with their competitors.
2. The company should properly handle the queries of the
customers.
3. The company should focus on promotional offer, as it is found
that these are the main factors influencing a customer to
purchase a Birla power product.
4. The company should provide more support to their customer
as of their competitors.
5. These support such as O% Finance & Exchange Offer, Easy
Finance, FREE Service Week, Low minimum monthly
payments etc.
6. Providing customer care support through online.
7. Providing trouble shooting tips online.
8. Better co-ordination with distributors because local
companies are giving more margins so they are changing
customer’s minds.
9. Keep an eye on grey market means duplication of the
generators.
10. Aggressive promotion strategy compare to Honda
Generators.

BIBLIOGRAPHY

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 BIRLA POWER SOLUTION

Text book

 Research methodology book by Mahesh Malhotra.

 Marketing Management by Philip Kotler.

Website

 www.birlapower.com
 www.google.com
 www.yahoo.com

Other sources

 Company’s annual report

 Brochure
 Pamphlets
 Employee’s of Birla Power
 Magazines

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