“MAHARAJA WHITELINE PRIVATE LIMITED”

A

SUMMER TRAINING PROJECT REPORT

ON

“CONSUMER PERCEPTION REGARDING CHOPPER

ATTACHMENT IN SOUTH DELHI MARKET”

Submitted for partial fulfillment of “P.G.D.M”

Program (2009-2010)

Under the guidance of: Submitted by:

Prof. K.K.Garg (HOD)

Mr. Vivek Srivastav DHEERAJ KUMAR MISHRA

Lecturer PGDM 2009-2011

GNITCM

(APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA)

Plot no 6(c) Knowledge Park II Greater Noida Uttar Pradesh

Page 1

DECLARATION

I, Dheeraj Kumar Mishra, declare that the Project Work entitled

“(Consumer Perception Regarding Chopper attachment in South Delhi

)” is my own work and has been conducted under the supervision of Mr.

Rajiv chauhan , Maharaja Whiteline , Assistant Manager, Corporate

Marketing. I have put 45 days attendance with supervisor at the center.

I further declare that to the best of my knowledge, the Project does not

contain any part of any work which has been submitted for the award of

any degree/diploma either in this College or anywhere else.

(Signature of the candidate)

Page 2

CERTIFICATE OF THE COMPANY SUPERVISOR

Mr. Rajiv Chauhan

Assistant Manager, Corporate marketing

MAHARAJA WHITELINE

1/7 West Patel Nagar (Opp. Metro Pillar 205), New Delhi - 110008

Ph . 011-25885791, 25885792, 25885795

This is to certify that the work entitled “(Consumer Perception Regarding

Chopper attachment in South Delhi )”is a piece of summer internship

work done by DHEERAJ KUMAR MISHRA under my guidance and

supervision, for the partial fulfillment of award of PGDM of

GNITCM ,Plot no 6(c), knowledge park-II, greater noida (U.P.). To

the best of my knowledge and belief the Project work --

(1) Embodies the work of candidate himself/ herself.

(2) Has duly being completed.

(3) Fulfills the requirement of the ordinance relating to the

PGDM of the College.

(4) Is up to the standard both in respect of contents and language

for being referred to the examiner.

(Signature of Company Supervisor)

Page 3

CERTIFICATE OF THE FACULTY SUPERVISOR

MR. VIVEK SRIVASTVA

Faculty of GNIT College

GNIT COLLEGE OF MANAGEMENT

This is to certify that the work entitled “(Consumer Perception Regarding

Chopper attachment in South Delhi )”is a piece of summer internship

work done by (Dheeraj Kumar Mishra) under my guidance and

supervision, for the partial fulfillment of award of PGDM of (GNIT

College of Mgmt. Plot no. 6c, Knowledge Park II, Greater Noida,

U.P). To the best of my knowledge and belief the Project work --

(1) Embodies the work of candidate himself/herself.

(2) Has duly being completed.

(3) Fulfills the requirement of the ordinance relating to the

PGDM of the College.

(4) Is up to the standard both in respect of contents and language

for being referred to the examiner.

(Signature of Faculty Supervisor)

Page 4

CERTIFICATE FROM PLACEMENT CELL

MR. RAHUL BHANDARI

Training and Placement Officer

.

This is to certify that the work entitled “(Consumer Perception Regarding

Chopper attachment in South Delhi )” is a piece of summer internship

work done by (Dheeraj kumar Mishra) under my guidance and

supervision, for the partial fulfillment of award of PGDM of (GNIT

College of Mgmt. Plot no. 6c, Knowledge Park II, Greater Noida,

U.P). To the best of my knowledge and belief the Project work --

(1) Embodies the work of candidate himself/herself.

(2) Has duly being completed.

(3) Fulfills the requirement of the ordinance relating to the

PGDM of the College.

(4) Is up to the standard both in respect of contents and language

for being referred to the examiner.

(Signature of Placement Head)

Page 5

ACKNOWLEDGEMENT

Some works are so typical that are impossible for a person to complete it

alone. Summer Internship Project is one of them. I would not be able to

complete my work without the help of my respected Company Guide,

Faculty Guide, my college and workplace colleagues and my family

members. So it is my obligation to thank all of them.

I have had the honour of having been associated & working under the able

& stimulating guidance of Mr. Rajiv Chauhan, Assistant manager,

Corporate marketing, Maharaja Whiteline, Mr. Vivek Shrivastav,

Faculty, GNITCM. The Project work was undertaken under their keen

supervision and the Project has been prepared by me. I express sincere

feeling of gratitude and respect for their inspiring help throughout the

work. Without their esteemed and valuable help and guidance it would not

have been possible for me to accomplish my job. I am gratefully indebted

to them.

And finally I would like to offer my heartiest prayer to the Goddes

Gayatree, who has given me mental and spiritual strength to complete this

project work.

(DHEERAJ KUMAR MISHRA)

Page 6

Table of Contents

SL.NO. CHAPTERS PAGES

1. Title page 1

2. Declaration by student 2

3. Guide’s certificates 3 - 5

4. Acknowledgement 6

5. Abstract 9 - 10

6. Introduction 11 - 14

7. Resarch Objectives 15 - 16

8. Scope of the study 17

9. Limitations of the study 18

10. Literature Review 19 - 33

Page 7

11. Executive Summary 34 - 62

12. Research Methodolgy 63 - 66

13. Data Analysis And Interpretation 67 - 91

14. Findings And Suggestions 92 - 94

15. Bibliography 95

Page 8

ABSTRACT

As the title of the project suggests, this project is all about the study of the

CONSUMER PERCEPTION REGARDING CHOPPER

ATTACHMENT OF MAHARAJA WHITELINE. Due to increase in

the population and their demand as well as better quality product market

size is also increasing. The changing technological advancement and

changing preference of the consumer satisfaction there is cut throat

competition in market. As per the increase the per capita income of the

city its lead the betterment of the living standard of the people, it provided

ample opportunity for Home Appliance Business to increase their

Market penetration. Since every company wants to enjoy the major market

share so it becomes indispensible for all the existing companies to make

strategic and tactical moves frequently. The major Competitors for

Maharaja Whiteline are KENSTAR, PHILIPS, INALSA, BAJAJ,

JAIPAN, USHA, etc.

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As this project is all about the detail study of consumer perception about

the product in the market, a lot of survey throughout south Delhi market is

conducted, by which all the primary information about the products were

collected. In this process several dealer and the customers were surveyed.

All the required secondary information’s gathered from the company as

well as from the internet, books & journals. In order to find out the Brand

& their price preferences, service level they want from a company, a

questionnaire as been prepared. The questionnaire for the existing dealers

and customer will help to interpret the satisfaction level of the brand they

currently have or using. At last questionnaire and by adopting different

suitable charts the conclusion about the effective brand positioning of

Maharaja Whiteline after sales and service as comparison to other brands

drawn.

Page 10

INTRODUCTION:

In today’s fast running world, Home Appliance products become the basic

need of human beings life. One can’t even think to lead a life without the

use of them. These products make their live a little better, everyday. Home

appliances are that without which a modern home is considered

incomplete, especially in urban areas. We have become so used to some of

these appliances that it seems difficult to live without them. Indeed, they

made our life more comfortable and easier than ever. In metro cities and

big towns, such households appliances are regarded as a boon, as in most

of the domestic chores. This is really a great help since people often find it

difficult to keep a balance between professional obligation and household

needs. Now question is arises what is Home appliances?

HOME APPLIANCE PRODUCT & CATEGORY:

Home Appliances are those things which make a house into home.

Everything that is needed to make a home comes under the category of

home appliances. The things that come under the name of home appliances

can be divided into two sub categories. They are

Kitchen appliances

Home appliances

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Kitchen happens to be the most important part of home. If the kitchen is

well equipped with all the kitchen appliances then the lady of the house

feel happy as her work load is considerably reduced. The kitchen

appliances such as,

Kitchen accessories, Pressure Cookers, Food Storage containers,

Microwave, Wet Grinder,Mixer and grinders, Food processors, Ovens,

etc. Other home appliances also play a very important part in reducing

the work load and making life much easier. Some of the things are,

Freezers, Refrigerators, Washing machine, Coolers, Vacuum cleaner,

Sewing machine, Television, Music System, Iron, Radio, Room Heater,

Fans,Water purifiers, etc.

HOME APPLIANCE STORES:

Most of leading home appliances manufacturers & companies have set up

their exclusive retail outlets in important towns & cities of the country.

Besides, there are local home appliances suppliers, manufacturers,

wholesalers and retailers spread throughout India. Apart from those home

appliances stores and shops are located in every locality, which let you

compare products of different companies before buying and also let you

buy all kinds of home appliance products at one place. Some

manufacturers also offer after sale service, & if needed, repair the

damaged parts of your electrical products. So here you will find the sites

of some of the leading home appliances manufacturer & suppliers.

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HOME APPLIANCE MARKET GROWTH ON INCREASE

RURAL AND URBAN DEMAND:

Riding on the back of robust economic growth and soaring incomes,

lifestyle aspirations become a central theme for Indian rural consumers

who continued their increasing purchase rate of home appliances and

driving strong growth in 2008 for the domestic electrical appliances

market. While urban demand was mainly derived from consumers seeking

better features that tend to be premium priced, rural/semi-urban demand

was thanks to low household penetration of domestic electrical appliances

in these regions. Leading brands have invested in research to understand

the consumer better and have subsequently met the specific needs of

Indian consumers be it in term of features, pricing, promotions and

extending routes to market to a large group of consumers in rural India.

Having reached high penetration in urban markets, most appliances

manufactures are now looking to focus on addressing the low household

penetration of household appliances in rural markets that are seeing

growing incomes and increasing awareness due to the rapid rise of TV

and other media. According to industry sources and articles in leading

newspapers. In view of the special consumer needs and lower affordability

of rural market (mainly power, water shortage) key player’s customized

products for rural areas.

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TOP 10 BRANDS IN KITCHEN APPLIANCES:

1. Maharaja Appliances Ltd.

2. Bajaj Electricals Ltd.

3. Philips India Ltd.

4. Usha-Lexus

5. Sumeet Appliances Ltd.

6. Kenstar

7. Morphy Richards

8. Kenwood

9. Black & Decker Home Appliances

10. Inalsa Appliances Ltd.

Page 14

RESEARCH OBJECTIVES:

The main objective is to study the effective brand positioning after sales

and service through customer satisfaction and trade satisfaction. Basically

the brand positioning help the company to increase their sales and increase

the trust on products or company and get better market share against their

competitors. Maharaja Whiteline Industries Ltd. is a premier name in

manufacturing home appliances products such as Toaster, mixers grinder,

iron, geysers and microwave ovens. They are the most prestigious name

and market leader in most of its products in the product portfolio, and

enjoy good market share in marketing those products.

Retaining existing customers/dealers:

Find out the perception of existing customers/dealers towards

Maharaja and give out different suggestions so as to change the mindset

of the Dealer/Customer in the positive sense and retain them.

To find out the percentage of loyal customers.

To visualize the level of increase or decrease of the customers

and retailers satisfaction.

Recommended the suggestions to improve the brand

positioning of Maharaja mixer grinder.

To know the media from where customer get information

about mixer grinder.

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Attracting new customers:

Maharaja Whiteline is planning various schemes for its dealers as well

as customers to attract newer ones, by attaching the mixer grinder as gift

item with its high range of successful products like Cooktop and give

Discount on different products in the market.

To know the factors influencing the decision making while

purchasing the products.

To study the market competitors and find out the close

competitor in Specified areas.

As Maharaja Whiteline is facing stiffer competition in branded

and unbranded segments of mixer grinders.

To know the brand awareness of the people in South Delhi market.

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SCOPE OF THE STUDY

Maharaja Whiteline Ltd. is the Indian largest Home appliance company

that markets more than …….brand. The company operates in the out side

of the country.

Provides all the crucial information on Maharaja Whiteline about

brand positioning efforts in South Delhi market.

Containing a study of the major internal and external factors

affecting after sales service for company brands.

Support sales activities by understanding customer’s business better

Quality prospective suppliers.

Keep fully up to date on competitor’s business structure,

strategy and prospects.

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LIMITATIONS OF THE STUDY:

Numbers of limitation are faced by the research time when the study was

conducted.

Poor media exposure: media penetration, where electronics or non-

electronics are very low in the city.

Difficulty in interacting with professional or employed person

respondent.

Interview timing:- as the many dealers/distributors are always flooded

with customers so it is very difficult to ask question from them and get the

answer.

The study is conducted only South Delhi.

Since study area was confined to selected area only I couldn’t t predict

performance of Maharaja whiteline Chopper Attachment in broader

perspective

The result of the study may not be applicable for the longer period of

time as many new competitors are present and many are in queue and also

the needs and preference are continuously changing with time.

Many respondents were very unfamiliar with the survey so that they

were either hesitating or not co-operating with the researcher.

Due to big metropolitan city it was difficult to cover a large area of the

city. So that sample size is less.

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LITERATURE REVIEW

MARKETING COMMUNICATION:

Modern marketing is the management of the 4P’s- product, price, place,

promotion. In a sense of entire marketing process has a large content of

communication. For instance, the product communicates a distinctive

image such as youthfulness, glamour or prestige. The brand name

communicates physical and physiological attributes of the product. The

package communicates to the manufacturer thinks of his convenience and

the since of beauty. This price communicates the equity of the products.

These are communication between buyer & seller i.e. the distribution

channel. Thus each elements of the marketing mix either helps or hinders

communication and ultimately the sales effort.

The marketing communication or promotion mix consists of five major

tools:

1. Advertising

2. Sales promotion.

3. Publicity

4. Personal selling

5. Public relation.

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THE GENERAL MEANING OF BRANDING:

A brand is a product, service, or concept that is publicly distinguished

from other products, services, or concepts so that it can be easily

communicated and usually marketed. Branding is the process of creating

and disseminating the brand name. Branding can be applied to the entire

corporate identity as well as to individual product and service names.

Brands are often expressed in the form of logos, graphic representations of

the brand. A company's brands and the public's awareness of them are

often used as a factor in evaluating a company. Corporations sometimes

hire market research firms to study public recognition of brand names as

well as attitudes toward the brands. For e.g, Maharaja whiteline hire IMRB

for its market research in 2008.

BRAND BUILDING:

The important factors that are affecting to build a brand value…

1. Quality

2. Positioning

3. Repositioning

4. Communication

5. First mover advantage

6. Long term perspective

7. Internal marketing

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The sevens main factors in building successful brand as illustrate in the

diagram given below:

Quality:

Quality is a vital ingredient of a good brand. Remember the “core

benefits” – the things consumers expect. These must be delivered well,

consistently. The branded washing machine that leaks or the training shoe

that often falls apart when wet will never develop brand equity.

Research confirms that, statistically higher quality brands achieve a higher

market share and higher profitability that their inferior competitors.

Positioning:

positioning is about the position a brand occupies in a market in the minds

of consumers. Strong brand have a clear, often unique position in the

target market. Positioning can be achieved through several means,

including brand name, image, service standard, product guarantees,

packaging and the way in which it is delivered. In facts, successful

positioning usually requires a combination of these things.

Repositioning:

Repositioning occurs when a brand tries to change its market position to

reflect a change in consumer’s taste. This is often required when a brand

has become a tired, perhaps because its original market has matured or has

gone into decline.

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Communications:

Communications also play a key role in building a successful brand. We

suggested that brand positioning is essentially about customer’s

perceptions- with the object to build a clearly defined position in the minds

of target audiences. All elements of the promotional mix need to be used

to developed and sustain customer’s perceptions. Initially, the challenge is

to build awareness, then to develop the brand personality and reinforce the

perception.

First-mover advantage:

Business strategists often talk about first-mover advantage. In terms of

brand development, by “first-mover” they mean that it is possible for the

first successful brand in a market to create a clear positioning in the minds

of target customers before the competition enters the market. There is

plenty of evidence to supports this.

Long-term perspective:

This lead onto another factor in brand-building. The need to invest in the

brand over the long-term. Building customers awareness, communicating

the brand’s message and creating customers loyalty takes time. This means

that management must “invest” in a brand, perhaps at the expense of short-

term profitability.

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Internal marketing:

Finally management should ensure that the brand is marketed “internally”

as well as externally. By this we mean that the whole business should

understand the brand values and positioning. This is particularly important

in service businesses where a critical part of the brand value is the type

and quality of service that a customer receives. Think of the brand that you

value in the restaurant, hotel and retail sectors. It is likely that your

favorite brands invest heavily in staff training so that the face-to-face

contact that you have with the brand helps secure your loyalty.

OBJECTIVE OF BRAND POSITIONING:

In the below there are main objectives of brand positioning,

1. Marketing:

This is where you state what you’re setting out to do. Branding is about

changing minds. Marketing is about overcoming obstacles to the sell. An

objective is something specific you want to accomplish. So a brand

marketing objective can be thought of as how you’re going to change

customers’ minds about the obstacles that are preventing them from

buying your product. Example:

The brand marketing objective for the [CAMPAIGN NAME] is to prompt

a change in consumer attitude/perception.

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2. Promise :

Make a one-sentence promise that matters to your customer, is unique to

your organization or product and above all believable. This promise should

indicate what the product is and whom it’s for.

3. Brand Attributes :

These are words—think talking points—from your brand promise that are

leveraged in your brand-building communications.

4. Brand Category:

Your brand category helps you focus on where you are competing, and

where you’re not. In case you don’t know your category, ask your

customers. Try to dominate your category.

5. Brand Positioning:

This is a one sentence positioning statement that shows how you are

different, better or more special than your competition.

This is the message you plan to put into the minds of potential customers,

consumers, etc. when they think of your company or products.

6. Positioning Anchors:

This is the evidence you supply to back up your promise (especially useful

for development). This information is vital to your marketing efforts.

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7. Advertising:

Here’s where you would list all of your advertising placements. This data

would include the medium, vendor, description, size, execution date, due

date, number of impressions and cost. These efforts should align with both

your customers and brand message.

8. Budget :

Details how much money you are investing in this brand positioning.

BRAND POSITIONING STRATEGY:

Identify the people who are most likely to have a pressing need for your

product. This first step involves the identifying the people who are most

likely to be the core target group. These are the people whose pressing

need for your product can turn them into core prospects for your product.

Identify the deepest and most lasting motivation of these people, which

motivation can be addressed by your product.

Examples of such powerful motivations might be: career advancement,

security, safety, health and well-being. As you can see, these

motivations are not based on your product, but your choice would be

based on your product being able to contribute toward fulfilling this

motivation.

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Identify an attribute or capability in your product that makes your

product either superior or unique vis a vis the competing products.

This step involves sharpening the competitiveness of your product in the

market. Your product probably has several competitors, any of which

might also be in a position to select the same or similar brand positioning.

So with this step you will be able to preempt your competitors with a

positioning that sets your product apart from theirs - in a way that makes

your product preferred over theirs.

This step will allow you to sharpen your brand positioning with the

Comparative "Your product can .... Better than other products

can", or the differentiating "only your product can...". It is very

Useful to be able to claim outright superiority over competitors, at

least in product attributes or capabilities, if not directly on your

strategic positioning.

Identify the most credible facts about your product, its formula, its

capability, or its benefits, that can support its fulfillment of the sharpened

brand positioning.

Not all products require believability. But most do. Hence it is useful to

strengthen your sharpened brand positioning with a rationale that is

believable, at least rationally, if not experientially. And this believability

must be based on an actual ingredient, or design, or capability of your

product.

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Identify the kind of personality that best suits the kind of person who

is believable at providing your core target group with your specific

brand positioning.

After strengthening your sharpened brand positioning with a believable

rationale, you need to establish the right brand personality for your

product. The brand personality will bind all of your prospects' and

customers' brand experiences in tone and character, and do so in a way that

is consistent with the kind of motivation you are addressing, and the kind

of rationale you are supporting it with. We have now covered the five

strategic steps toward ensuring that your brand is capable of building and

increase your market share.

DEVELOP THE BRAND POSITION:

Typically, marketers try to create brand position through advertising and

promotions in an attempt to influence customers’ perceptions of their

brands. However, in today’s world of busy schedules and nonstop

messages, companies need to find different ways to position their brand.

By listening to your customers and making changes internally, you can

build your brand position.

Brand positioning is a reactive strategy because it requires you to listen to

the customers, but it’s also an effective strategy. To position your brand,

you need to look at everything that affects your brand image and therefore,

your customers’ perception of your brand. From customer service to

pricing and advertising, every part of your organization has some effect on

your customers’ overall perception of your brand.

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3 Steps to develop brand position:

1. Understand your customers’ current perception of your brand

position

2. Determine what you want your customers’ perception of your

brand to be

3. Define and execute the changes within your organization that

will meet your customers’ needs and ultimately, create the

desired perception of your brand among your customers

Which will in turn lead to the brand experience and perception you

want your brand to convey.

THE IMPORTANCE OF STRONG BRAND

POSITIONING:

Financial analysis shows that about 50% of a company’s Net Worth

is accounted for by “Intangible Assets” and the most significant

component of this is the value of the Brand and the strength of the

competitive Positioning. This shows that perceptions are critical in

driving hard value.

Managed properly, a well positioned brand:

Builds shareholder value

Generates consistent revenues and profits

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Commands higher prices

Builds customer loyalty

Opens doors for sales calls and partnerships

Provides resistance to competitive attack

Provides a source of pride for employees.

6 STEPS TO TAKE CONTROL OF THE POSITIONING:

While it is nice to have an experienced marketing team or advertising

agency to help build and strengthen the positioning, many companies can

make progress by following a proven positioning methodology.

1. Determine Your Current Positioning – “Where You Are Today”

Conduct research among employees, partners, customers, prospects,

and industry experts about your current positioning.

Ask them questions such as:

“What word or phrase comes to mind when you think of our

company?”

“What does our company do differently or better than anyone else?”

“What is the key reason someone should buy from us?”

The strengths that you have today are assets that can be leveraged as

potential differentiators for your new positioning. It is better to build

your positioning of an existing asset when possible because you get

a head start.

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2. Assess Customer Needs – “Importance to Customer” Since your

positioning needs to be relevant, it’s important to confirm the importance

of the customer’s needs. Often primary needs like high quality, good

service, expertise, and low price are obvious; leading many companies to

claim the same capabilities and positioning. Here are some example

questions you can ask to uncover possible secondary benefits you can use

to create a unique position:

Please rate the importance of the following factors in your decision:

keeping risk at a minimum.

Taking risk in order to become an innovator and leader getting the project

completed as soon as possible.

Turn-key solution that minimizes company involvement Customization

for unique company needs

Building organizational capacity for training best practices

Domain expertise and competence

3. Conduct a Competitive Landscape.

Look across your competitive landscape and determine the

positioning for each competitor. Assess if you think they are strong

or weak. What positioning opportunities are taken and which are “up

for grabs”? Are their any unique ways of looking at the positioning

statements so you can appeal to customers in a different way?

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4. Develop a New Brand Positioning – “Where You Want To Be”

Use the work from your first 3 Steps to develop alternatives for your

new positioning. Your current positioning will uncover strengths that

can be used as potential differentiators. The needs assessment will

uncover important primary and secondary needs that you can build a

proposition around. The competitive landscape helps identify

incumbent leaders and opportunity areas. It is good to generate a

small list of 3 to 5 positioning statements that you can test. Develop

some alternatives by filling in the statements below:

We’re the best at ……….. because of our ability to……….

If you need……… choose us because of………..

5. Validate the Positioning – “Excitement & Credibility Test”

The next step is to test the positioning alternatives internally and

externally to see if they are exciting and believable. Recruit a panel

of current and potential customers and test the positioning

statements. Ask respondents to rate the statements for favorability,

importance, and believability:

Overall, how do you feel about this statement?

5 Point Scale: highly favorable to highly unfavorable

How important is this statement to you?

5 point scale: “not important at all” to “extremely important”

How well do you believe ABC company can deliver on this statement?

5 point scale: “very unlikely” to “very likely”

When evaluating the results, look for strong positive responses

combined with a low level of strong negatives. If you have picked a

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strong position, you should see some strong scores. If you are trying

to be something that you are not, your believability scores will show

customers had difficulty buying into your promise. Watch out for a

large number of responses in the middle range. This means your

positioning statement will not stand out in a crowded, noisy market.

6. Execute the Positioning – “Speak with One Voice”

After you select your positioning, it is critical that the company

executes consistently in everything it does. The new tagline and

positioning statements need to be updated in the product strategy, the

logo, the website, the sales training, sales presentation, email

signatures, brochures, business cards, and across every element of

the company communications.

NEED FOR BRANDING:

Separate your brand from your competitors in a unique way

Relevant and motivating to your customers

Prospects and channels-it gives you value and make you

special.

Enhance your perceived value, there by supporting premium

pricing, sheltering you from low price competition.

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Contributing to share holder value.(Companies like Morgan Stanley

look to evidence of brand strength in setting buy ratings.)

Provide resilience in times of negative press.

Enable you to launch new products more quickly and cost effectively.

THE ADVANTAGES OF BRANDING:

Every product requires having identity or naming so that it

could be identified hence easy to process order.

Legal protection to features

Only products with unique features attract customers that’s

why branding facilities making customer loyal.

Every part of market has specific needs so it promotes segment

marketing hence increases marketing efficiency.

Strong corporate image.

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Executive summary

EXECUTIVE SUMMARY

1 INDUSTRY AND COMPANY PROFILE

2 PRODUCT PROFILE

COMPANY PROFILE:

Maharaja Whiteline Industries Ltd. Is an Indian based consumer products

manufacture company. Maharaja Whiteline has over 30 yrs. of Experience

in the home appliances market and is known for being an innovator and

market leader in the Indian consumer manufacturing sectors. Maharaja

Whiteline, India’s most trusted family brand is back with its new range of

products. Whiteline started its foray into home appliances in 1976. The

company commenced its venture as a one product company. Today

Maharaja dominates a share of about 22% in home appliances with a

product range of over 60 products in 18 product categories. The company

has already sold off billions of kitchen appliances in the past 3 decades.

Behind this successful story is vision of Harish Kumar, Managing

Director, Maharaja Whiteline Group, a dynamic and a self motivated first

generation entrepreneur.

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Harish Kumar

Maharaja Whiteline started its operations in 1976 and now the company

enjoys the undisputed leadership position in Indian Appliance industry. In

addition to this,today the ‘Maharaja’ employs  over 1000  qualified  & 

professional work force, ready to take up the challenges of the new

millennium and build the company into a global appliance leader. The

company has a huge Manufacturing infrastructure base with a plant in

Baddi (HP).

Recently, Maharaja has acquired Gem and Beltek, and has diversified its

range into the consumer durable industry the company is soon launching a

range of sealing fans and office accessories. In near future, Maharaja

Whiteline plans to export its products in the SAARC countries.

EMPLOYEE PROFILE

Page 35

The Corporation's employee strength as on January 1, 2010 was over

1000. There are 210 women employees.

Maharaja Whiteline unique work culture is based on trust, openness and a

commitment to creativity and consultation. The organization identifies

each and every one of its employees as an achiever who will make a

difference. The experience and the knowledge gained by its people in

building this mammoth organization.

ENTREPRENEURIAL CULTURE

Maharaja White line Appliances encourages employee participation in

management and suitably rewards innovative suggestions. Participative

forums in the form of joint management councils, quality circles,

suggestions scheme, etc. enrich its work culture.

CAREER GROWTH OPPORTUNITIES

MAHARAJA WHITELEINE inducts officers at the junior-most level of

the management hierarchy. First division professional degree holders and

post-graduates from relevant disciplines are recruited as management /

engineer trainees, accounts officers, sales officers, purchase officers,

production officers, quality officers, etc.

Job rotation and inter-location transfers throughout the country facilitate

planned development of careers and broaden outlook. Career growth

opportunities are based on the individual's performance and contribution to

the common goal of sustained growth. Maharaja Whiteline top executives

have grown from within -- a testimony to the unlimited opportunities for

growth available to the meritorious.

Page 36

WELFARE OF EMPLOYEES

Apart from attractive scales and perks, Maharaja Whiteline Appliances

provides its employees many facilities and welfare measures which are

continuously upgraded. The medical insurance facilities provided to every

employee.

CORPORATE VISION

To Reach Every Indian Household With White Goods And Home

Appliances.

Page 37

CORPORATE MISSION

We are a group committed to produce the Highest Quality and Best Value

Appliances and White Goods. To achieve this, we constantly endeavor to

exceed our customer’s expectations. In doing so we shall build enduring,

long-term relationships with all our stakeholders.

THE MANAGEMENT

Board Of Directors:

Mr. Harish Kumar

Mr. Ravi Mehra

Mr. Ramesh Gaur

Page 38

General Managers:

Mr. Rakesh Bhalls (GM Sales)

Mr. Rahul Bhatia (GM Purchase)

Mr. G M Bomhra (GM Operation)

Mr. G S Kanwal(GM R&D)

THE COMPANY’S MAJOR UNITS

Head Office:

1/7 West Patel Nagar, New Delhi

Manufacturing Unit:

Plot no. 5-6, Industrial Area Baddi Distt. Solan, HP

Branch Offices:

A-166, Subash Nagar Shopping Centre Jaipur, Rajasthan

E-A-1/10, Transport Nagar, Kanpur Road, Lucknow (UP)

38, Harbans Nagar, Meerut Road Ghaziabad (UP)

Plot No 21, 23 & 26 Mohabawala Industrial Area, Mohabewala,

Dehradoon, Uttranchal

2759, Gurdev Nagar, Ludhiana, Punjab

Vidyawati Building., G.T. Road. Kundli, Haryana

Page 39

Panchal Compund, Behind Betala Force Lasudia Morie, Dewas Naka,

Indore (M.P.)

229 B, Srikrishna Puri, Boring Road Patna, Bihar

Old no-6, Senfunther Street Shenoy Nagar, Chennai (T.N.)

BC-32, Sec.-01, Salt Lake, Kolkata – 64 West Bengal

Plot No 892, Palasuni Chhack, Opp Canal Road Palasuni, Bhubaneswar

-10, Orissa

IInd Floor, Patkar Bldg., Above Samant Diary, Kelkar Road, Dombivali

(E), Maharasthra

Narnarayan Estate, Near Mahaluxmi Textiles Mills, Ishnpur Narnol

Road, Narnol Ahemdabad Gujarat

33-16-30 A, Ramanandhan Street, Kasturibaipet, Vijaywada. AP

No.-06, 07th Cross, Old Guddadahalli, Bangalore – 26 Karnataka

Distribution Network

Clearing and Forwarding agents - 15

A strong sales force of over 400 people.

400 Distributors and Stockiest

16000- Retailers and Dealers

Divisions and Organization

Page 40

The company comprises of following divisions:

Appliances Division

White Goods Division

Firsts to Its Credits / Achivements:

1st company to launch 3 Jar Mixer.

1st company to launch Juicer Mixer Grinder.

1st company to launch Dishwasher.

1ST company to launch Halogen Heater

Present Customer Base

10 million Mixer Grinders.

5 million Juicer Mixer Grinder.

2 million Electric Iron.

HUMAN RESOURCE AT Maharaja Whiteline Appliances

Page 41

Vice President Sales

National Sales Manager

Regional Sales Manager

Branch Manager

Areas Sales Manager

Sales Officer

Organizational Hierarchy

Page 42

The above is the hierarchy at Maharaja Whiteline Appliances , Patel

Nagar, Head Office. Starting from Sales Officer, the highest job position is

of Vice President Sales. Promotions are made in the above sequence only.

Recruitment is made from the Naukri.Com and HR Consultant for all the

above posts.

GOLDEN EYE VISIONS:

Golden eye vision is nothing but it is Maharaja Whiteline vision to achieve

prosperity. It is lies on

To provide quality, reliability and good value in the products we sell

and service and become market leaders in whatever we take up for

marketing ,

To improve our competitiveness by constantly increasing the

performance of our manufacturing, development, marketing and

administrative functions i.e. price competitiveness.

To develop the right relation between the company and all its

customers so that the customers needs are met simply and effectively.

To be on always dynamics whether markets are good or bad.

Page 43

QUALITY POLICY:

The quality policies made by Maharaja Whiteline are:

1. Continual improving technical as well as self of our team members and

service provides through training and awareness.

2. Continual improvement in the effectiveness of our quality management

system by way of improvements in all our operation.

3. Providing product relating market feedback to the business unit for

continuous product improvement.

4. Making service properly available through our service provides and

maintaining the progress by our team members.

AFTER SALES-SERVICE ACTIVITIES:

After sales service activities of Maharaja Whiteline is compete with others

companies.

In the below there are after sales-service activity of some companies.

MAHARAJA WHITELINE.

The sales service activities by the maharaja whiteline are average in South

Delhi. Customers are highly satisfied in some of the market of South Delhi

but some of the markets are also very disappointed with the after sales and

services facility provided by the Maharaja.

Customers lodge their problems into dealers or shop from where

customers buy their product. In a quick service by technician of

Page 44

Maharaja solve problems in a short time or time interval. Company also

provides the home service i.e. first in first out. If the product is on

warranty period than there is no charge require for the service or

maintenance, otherwise pay a amount as per the company policy. If

any customers is facing problem for delaying the service from the

shops, they can lodge their problem into Maharaja Whiteline customer

care service provider in the office.

My survey report is showing that 62% customer of Maharaja Whiteline

user in South Delhi market are satisfied on service provided by Maharaja

Whiteline and 43% customers lodge that solve their problem within a

week.

KENSTAR

Kenstar also recognizes the important of after sales service to the

consumers. This is why they are constantly engaged in enhancing the

level of consumer satisfaction – a true demanding task in itself. the

kenstar service department has developed a unique module of service that

enable consumer attendance in less than 24 hours, starting from the time a

complaint is launched in any part of the country.

After sales service activities by the kenstar is very bad. Customers are

facing lots of problems due to bad service activities. Customers pay the

amount for after sales service but they are highly dissatisfied because of

poor service or no service. They lodge their problem but technician of

kenstar are not taking serious, and pending the problems for long time

Page 45

kenstar the avoiding the responsible from the service or maintenance of

products. Some of the consumer has given threat that they will lodge a file

Against KENSTAR into consumer forum. Customers have given some

comments on KENSTAR such as

No after sales service

PHILIPS:

Philips is the second leading brand for mixer grinder in Kolkata market.

The after sales service activity is very good. Customers lodge their

problems into the shops or retailers or dealers and as soon as possible they

solve their problem. Others ways company technician go to the customers

home and solve the problems. Due to the quick service and maintenance

product after sales, customers are satisfied on service activity by PHILIPS.

BAJAJ ELECTRICALS LTD.

The sales service activities by the Bajaj Electrical are good in the market.

Customers are satisfied by the service facility provided by the Bajaj.

Customers lodge their problems Bajaj solve their problems in a short time

this Company also provides the home service

Page 46

Competitors of Maharaja Whiteline

Page 47

PRODUCT PROFILE

Maharaja Whiteline Industries Ltd. caters to almost all the Home

appliances products which are required in normal day-to-day life from

morning till night. Some of example are in the sequence of morning to

night are :- water heater, tea/coffee maker, ovens, toasters, mixer grinder,

food processer, steam & dry irons, air-coolers, heaters, gas stoves,

emergency lights, etc. the company sources distribution, more than 16000

Retailers & Distributors for selling mixers and appliances and have service

centre to take care of its strong brand and after sales services.

Home Appliances:

Home Appliances: kitchen Appliances:

T.V. Juicer Mixers Grinder

Refrigerator Mixer Grinder

Washing Machine Wet Grinder

Halogen Heater Rice Cooker

Air – Cooler Food Processors

Geysers Toasters

Vaccum Cleaner Hand Blender

A.C. Cooktop

Music System Juice Extractor

Iron, DVD Player Microwave Oven

MODELS OF MAHARAJA WHITELINE MIXER GRINDERS &

Page 48

FEATURES:

SMOOTHIE

MAKER JUICER

MIXER GRINDER

MX - 113

REAL JUICER

MIXER GRINDER

JX - 207

ULTIMATE JUICER MIXER

GRINDER JX - 205

  - Convienient stir stick

  - High Low pulse &

  - Switch off button

  - Stainless steel blades

  - Spout to dispense

smoothie

  - Detachable jar

  - Shock proof ABS

body

  - Thermal overload

protection

  - 1. 8Itr. capacity larger

PC     smoothie jar

  - 600 W powerful motor

  - Circuit breaker

 - 450 W heavy duty

motor

  - 2 jars

  - 1 See through blender

jar

  - 1 stainless steel

chutney jar

  - Shock proof ABS

body

  - Overload preventation

mechanism

  - 30 minutes rating

  - 2 Speed piano switch

with pulser

 - 450 W heavy duty

motor

  - 4 jars

  - Online juicer jar

  - See through blender

jar

  - Shock proof ABS

body

  - Overload preventation

mechanism

  - 30 minutes rating

 

Page 49

 NOVA 

JUICER MIXER GRINDER

 JX - 204

MARK - I

JUICER MIXER GRINDER

JX - 201

  - 450 W heavy duty motor

  - 3 jars

  - Online pulp remover

  - See through blender jar

  - Shock proof ABS body

  - Overload preventation

mechanism

  - 30 minutes rating

  - With full apple insertion in single

time.

  - 450 W heavy duty motor

  - 2 jars

  - See through blender jar

  - Shock proof ABS body

  - Overload preventation mechanism

  - 30 minutes rating

  - 1 stainless steel chutney jar.

Page 50

MODELS OF MAHARAJA WHITELINE NEW AIR - COOLERS &

FEATURES:

Bravo

 -Large 65 Ltr. water tank capacity

  -Auto Louviers for uniform    distribution of air.

  -Aroma Stick for Fragrance

  -Base mounted powerful fan for noiseless performance

  -Rust proof all ABS body

  -Four way air deflection system

Page 51

Macho

-Low Noise

  -Latest state-of-the-art design

  -Uniform water distribution

  -Rust proof all ABS Body

  -Special Wood wool evaporative    pads

  -Large 45 Ltr. water tank capacity

  -3 side easy to open side grill

Page 52

Bravo DLX

-Large 65 Ltr. water tank capacity

  -Unique Rotary grill Design for all round air Deflection

  -Aroma Stick for Fragrance

  -Base mounted powerful fan for noiseless performance    

  -Latest state-of-the-art design

 -Large 65 Ltr. water tank capacity

  -Auto Louviers for uniform    distribution of air

  -Aroma Stick for Fragrance

  -Base mounted powerful fan for    noiseless performance

  -Latest state-of-the-art design

Range of White goods

Page 53

Refrigerator

- Stainless Top freezer

- Refrigerator with Internal

- Dispenser

Washing Machine:-

- 8.0kg capacity

- Easy Movement

- 100% Rust Proof Body

Page 54

MAHARAJA WHITELINE PRODUCTS:

Page 55

Page 56

Page 57

CHOPPER ATTACHMENT

Page 58

FUNCTION OF CHOPPER ATTACHMENT:

Page 59

Purchase occasions

Page 60

Exhibition of Maharaja Whiteline in IITF’08

Page 61

Page 62

RESEARCH METHODOLOGY:

This research study involves knowing the brand positioning of Mixer

Grinder adopted by Maharaja Whiteline Ltd. What uniqueness and

special features it has got in its product which differentiated it form

its competitors and also how Brand Positioning is stimulates.

Process of the Researches:

I have completed my project with visiting different market dealers and

customers in South Delhi market to analyze the how Brand positioning

help to boost up their sales in comparison on their competitors.

So entire project was divided into three parts:

1. Conducting market research in the various part of the city in order to get

the idea about the effectiveness of Brand Positioning in bringing the

customers and dealers satisfaction.

2. Retailers or dealers perception, views or satisfaction level regarding the

product they are using.

3. Identification of the factor that are responsible for the dealers or

consumers response towards these brand positioning.

· Like whether offered sales promotion,

· Brand loyalty,

· Approaches towards the new product,

· Explore needs of the consumers

Page 63

TYPE OF STUDY:

My study is an Empirical Research. Empirical research is practical or data

based research. Whatever I have done relies on the experience and

observations. Lastly the conclusions with which I have come up are

capable of being verified.

DATA SOURCES:

I have collected the data from different area in the South Delhi market.

Data are collected through both the primary and secondary sources.

Primary data are collected from the market by circulating questionnaires to

the respondent and the secondary data are collected from web sites and

published material as listed in the bibliography.

DATA COLLECTION METHODS:

The data has been collected through a personal survey.

SAMPLING METHODS:

This research is based on the non probability Quota sampling methods.

Since I have selected my sample dealers or distributors according to

channel wise, So it is Judgment sample rather than random sample. Apart

from that I also selected most accessible population members.

Page 64

DATA COLLECTION INSTRUMENT:

I have collected data using face to face (personal interaction) for the

customer’s views and dealers views and Scheduling methods for

analyzing the customer’s and dealer’s satisfaction and the effectiveness of

the branding after sales-service. Scheduling methods are those methods in

which a schedules containing relevant question are prepare and than

enumerators fill the schedules and the basis of the reply given by

respondent. My questionnaire consists of both open ended and close ended

question.

INFERENCES:

During process I have found out that personals interaction reveals in depth

information as customers and dealers give the detail information about the

market, service, and satisfaction levels. Careful listing to those given

important information like their needs, their perception for the brand etc.

scheduiling method is a structured and the directive methods of the survey.

It can be done at the large scale as compared to the face to face methods.

The disadvantage with this method is that it does not reveal in depth

information may not be even reliable.

Page 65

Delhi market is vast area that’s why survey was conducted only South

Delhi by using interviews and questionnaire. Questionnaire is later

analyzed to draw the conclusive result.

Sample Size: - Sample size was taken

Dealers:- 20

Malls:- 3

Consumers: - 80

Sample Unit: - South Delhi market

Survey Period: - 5-7-2010 to 17-7-2010

Page 66

DATA ANALYSIS AND INTERPRETATION:

Note: sample data presented below are collected from the 20

dealers/distributors of Maharaja Whiteline in South Delhi market and 80

consumers from different areas.

Based on which the data are analyzed:

Consumer satisfaction level

Dealers satisfaction

On the basis of customer’s preference and their satisfaction

report is given bellow:

(1)The appliances used by the customers other than Maharaja Mixer Grinder:

Appliances customers Percentage

Iron 62 77.5

Toaster 53 64.25

Cooler 47 58.75

Microwave oven 29 36.25

Others 32 40

Page 67

Appli-ances

Iron Toaster Cooler Mi-crowave

oven

Others

Series1 0 62 53 47 29 32

Series2 0 77.5 64.25 58.75 36.25 40

51525354555657585

0

6253

47

29 32

0

77.5

64.2558.75

36.25 40

Axis Title

Interpretation: out of survey of 80 customers on different areas of

Delhi market, 77% are using irons, 36% are using microwave oven, 64%

are with Toaster, 59% are using coolers and 40% are using other home

appliances than mixer grinder.

Recommendation: we have to keep in mind other products of home

appliance like Irons, Microwave Oven etc those are very customer’s

choice able products

Page 68

(2) The factors which customers are more consider at the time of purchase of

Mixer grinder or Home appliance product:

Factors

No. of

Customers Percentage

Product Quality 71 88.75

Functionality/Features 34 42.5

Price 44 55

Durability 23 28.75

Service Quality 31 38.75

Brand Name 38 47.5

Factors Product Quality

Functional-ity/Fea-

tures

Price Durability Service Quality

Brand Name

Series1 0 71 34 44 23 31 38

Series2 0 88.75 42.5 55 28.75 38.75 47.5

5

15

25

35

45

55

65

75

85

95

0

71

34

44

23

31

38

0

88.75

42.5

55

28.75

38.75

47.5

Axis Title

Page 69

Interpretation: After surveyed of 80 customers I found that 71 or 89%

customers go with the product quality and 31 or 39% customers go with

service quality and features of the product. 44 or 55% are with price.

Recommendation: we have to keep the quality of the product

outstanding as price and use the better material so that do not damage due

to over heat.

(3) The time taken to resolve the complaint:

Days No. of Customers Percentage

Same Day 0 0%

Within 2 Day 0 0%

Within 3 day 9 11.25%

Within 1 week 21 26.25%

Page 70

11.25%

26.25%

Chart TitleDays Same Day Within 2 Day Within 3 day Within 1 week

Interpretation: After the surveyed of 80 customers I got that 47%

customers are with more than three day and 11% time taken within three

days respectively. No one customer’s complaints solve on same days.

Recommendation: we have to try to keep available all parts of the

product and the ratio of technician and complaint rate is a mater.

Page 71

(4) . Customers recommend to others to use the Maharaja Mixer

grinder:

Recommended To Others Percentage

Yes 37 46.25

No 29 36.25

No Ans 14 17.5

Yes No No Ans

37

29

14

46.25

36.25

17.5

Recommended To Others Percentage

Page 72

Interpretation: out of surveyed of 80 customers of different area of

Delhi market, 469% customers recommended to others to use the

Maharaja Mixer grinder, and 36% customers have not recommended to

others

Recommendation: To keep the quality best and to provide better &

quick service so that increases the satisfaction level of Maharaja Mixer and

placed in customer mind.

(5)Level of satisfaction of price rate of Maharaja Mixer in reference of other

brand:

Satisfaction level No. of customers Percentage

Satisfied 29 36.25%

Highly Satisfied 38 47.50%

Moderate 17 21.25%

Highly Dissatisfied 11 13.75%

Page 73

36.25%

47.50%

21.25%

13.75%

SatisfiedHighly SatisfiedModerateHighly Dissatisfied

Interpretation: out of surveyed of 80 customers of different areas of

Delhi market, 47% highly satisfied and 36% satisfied, 21% moderate and

13% are dissatisfied the price rate of Maharaja Mixer Grinder reference to

other brand of Mixer Grinder.

Recommendation: We have to convince that persons why Maharaja

has taken this price compare to other brand of same product.

Page 74

(6)Level of satisfaction of service quality of Maharaja Mixer in reference of

other brand:

Satisfaction Level No. of Customers Percentage

Satisfied 23 28.75%

Highly Satisfied 4 5%

Moderate 12 15%

Highly Dissatisfied 17 21.25%

No Answer 24 30%

29%

5%

15%21%

30%

SatisfiedHighly SatisfiedModerateHighly DissatisfiedNo Answer

Interpretation: After surveyed in Delhi market, Only 5% customers

are highly satisfied and 29% are satisfied on service quality in reference of

other brand of mixer grinder. 15% are moderate and 21% are highly

Page 75

dissatisfied and 30% are given No answer on service in reference of other

brand.

(7)Satisfaction level of quality of Maharaja Mixer in reference of other brand:

Satisfaction Level No. of Customers Percentage

Satisfied 31 38.75%

Highly Satisfied 22 27.50%

Moderate' 17 21.25%

Highly Dissatisfied 10 12.50%

38.75%

27.50%

21.25%

12.50%

SatisfiedHighly SatisfiedModerate'Highly Dissatisfied

Page 76

Interpretation: Out of surveyed 80 customers in different area in Delhi

market, 27% customers are highly satisfied and 39% are satisfied on

quality of Maharaja mixer in reference of other brand. 21% are moderate

and 12% are highly dissatisfied on quality in reference of other brand of

Mixer Grinder.

(8)The customers are from where they get the information about Maharaja

Whiteline:

Page 77

13%

6%

52%

29%

Chart Title

T.VRdioNewpaper/MagazineFriend/colleaguesDirect Mail LeafletsLocal OutletsOthers(Neighbours)

Interpretation: out of surveyed of 80 customers in Delhi market in

different areas, 52% customers are getting information about Maharaja

Whiteline from local outlet and 29% are from Neighbors, 13% are getting

information from friend/ colleagues.

Page 78

Recommendation: some customers told that they have not been seen

any advertisement about Maharaja whiteline. We have to advertise the

Maharaja products on radio or banner or we can use print media.

(9)Consumers know about chopper in Juicer Mixer Grinder:

39%

61%

Chart TitleConsumer aware Consumer not awared

Interpretation: Out of surveyed of 80 customers only 39% consumers

are aware about the function of chopper and 61% are unawared.

Recommendation: Those customers are awared just because of they

are using Food Processors. So, we have to do advertise for this a lot.

Page 79

(10) Customers who knows about the Maharaja Whiteline New Chopper

Attachment Product:

23.75%

76.25%

Chart Title

yesNo

Interpretation: Out of surveyed of 80 customers, the customers who

know about the Maharaja Whiteline Chopper attachment are only 24% and

there are 76% of customers are not aware of this product.

Recommendation: The same as above.

Page 80

(11) Customers who likes the idea of Chopper attachment which Maharaja

Whiteline provide with all of its Mixer Grinder:

73.75%

26.25%

Chart Title

yesNo

Interpretation: Out of 80 surveyed there are 74% of customers are

those who were liked the idea of chopper attachment provided by the all of

the Mixer Grinders of Maharaja Whiteline and only 26% of customers said

no.

Page 81

On the basis of dealer’s preference and their satisfaction

report is given bellow:

1. Available of Brands other than Maharaja Whiteline Mixer Grinder in Stores of South Delhi market:

TYPE BRANDSNO. OF STORES PERCENTAGE

1 BAJAJ 12 60

2 KENSTAR 11 55

3 PHILIPS 17 85

4 INALSA 8 40

5 OTHERS 9 45

Page 82

BAJAJ KENSTAR PHILIPS INALSA OTHERS

12 1117

8 9

6055

85

4045

BRANDS STORE OTHER THAN MAHARAJA WHITELINE

Series1 Series2

Interpretation: Out of 20 surveyed stores of different areas, 60% stores have BAJAJ Mixer Grinder including Maharaja mixer and 85% stores have PHILIPS Mixer Grinder including Maharaja Mixers. A little percentage i.e. 40% INALSA and 55% KENSTAR and 45% others brand like Compton, prestige, local brand of mixer available

Page 83

2. Dealers/ Distributors response towards after sales service activity by Maharaja whiteline

SATISFACTION LEVEL DEALERS CUSTOMERS

Highly Satisfied 7 15

Satisfied 12 20

Moderate 5 25

Highly Dissatisfied 9 20

35%

60%

25%

45%

Level of satisfaction of Dealers after sale-service

HIGHLY SATISFIEDSATISFAIEDMODERATEHIGHLY DISSATISFIED

Page 84

19%

25%

31%

25%

Level of satisfaction of customers after sale-service

HIGHLY SATISFIEDSATISFAIEDMODERATEHIGHLY DISSATISFIED

Interpretation: Out of total surveyed 80 customers and 20 stores, 35% & 19% are highly satisfied and 60% & 25% are satisfied. Here is a 25% dealer and 31% consumers are moderate on after sales-service activity given by Maharaja Whiteline and 45% & 25% are highly dissatisfied.

Recommendation: Overall 44% customers are satisfied by the after sales-service activity of Maharaja Whiteline Ltd.

We have to provide better and quick service if possible we can provide them to entry their problems through mail so that it can be quick service. We can give the customer home service at first call.

Page 85

3. The first moving Mixer Grinder Brand other than Maharaja Mixer:

Bajaj Philips Kenstar

First Moving 12 6 2

Percentage 60% 30% 10%

1

3

5

7

9

11

1312

6

2

60% 30% 10%

First Moving Brand other than Maharaja Whiteline Mixer

Axis Title

Page 86

Interpretation: This figure shows that First Moving brand other than Maharaja mixer Grinder. Out of 20 stores 12 stores or 60%says that other than Maharaja Whiteline mixer grinder Bajaj mixer is first moving brand and 40% store say that other brands like Philips, Kenstar etc.

Recommendation: This shows that the close competitor of Maharaja Whiteline Mixer Grinder is Bajaj mixer grinder. We have to keep on track the satisfaction level of the dealers/ distributors so that the sales figure goes high and maintain the brand position in Delhi market.

4. The satisfaction level of dealers/distributors with ease of doing business on Maharaja Whiteline Ltd.

Page 87

Highly satisfied 7

satisfied 8

Moderate 2

Highly Dissatisfed 3

35%

40%

10%

15%

Chart Title

Highly satisfiedsatisfiedModerateHighly Dissatisfed

Interpretation: out of 20 surveyed dealers, 35% are highly satisfied and 40% are satisfied with ease of doing business with Maharaja Whiteline Ltd. Here is 15% persons are dissatisfied. And a less that is 10% are moderate on ease of doing business.

Recommended: Here is not any dissatisfaction level; this is good sign for company. We have to keep on this so that gets a better brand position.

Page 88

5. Level of satisfaction the knowledge level of sales team of Maharaja Mixer Grinder:

Highly satisfied 3

satisfied 12

Moderate 4

Highly Dissatisfed 1

15%

60%

20% 5%

Chart Title

Highly satisfiedsatisfiedModerateHighly Dissatisfed

Page 89

Interpretation: out of 20 surveyed dealers, 15% are highly satisfied and 60% are satisfied with knowledge level of sales team Maharaja Whiteline Ltd. Here is only 5% of persons who are dissatisfied. And a less that is 20% are moderate on level of knowledge of sales team.

Recommendation: We have to provide better training program and improve the communication skill of sales team. So that more will be highly satisfied.

6. Dealers/Distributors response towards having Maharaja whiteline Chopper Attachment

55%

45%

Chart Title

YesNo

Page 90

Interpretation: Out of 20 surveyed stores of different areas, 55% dealers/distributors having chopper attachment mixer grinder and rest 45% dealers not interested in dealing.

Recommendation: We have to make the planning for chopper attachment for its business because it is not popular as much in the market as this product has capability.

Page 91

Finding and Suggestions

1. Secondary supports play an important role in the customer mind and

create awareness among the customers. The secondary support

includes Demonstration, Exhibition & Even Sponsors.

2. From the survey it was found that majority of customers buy the

consumer durables on the Dealer’s approach.

3. From the survey it was found that majority of customers buy the

consumer durable goods on the Brand name.

4. Customers are also now very choosy in buying the product and it is

important for the company to make loyal customer of their brand.

5. In Survey we found that Maharaja Whiteline has captured maximum

market in kitchen Appliances. Maharaja Whiteline dominates Mixer

Grinder and Juicer Mixer Grinder.

6. Maharaja Whiteline and Bajaj have bottle neck competition in Mixer

Grinder category.

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7. The product is well aware and it is in mind of Customers.

8. Customers are also now very choosy in buying the product and it is

important for the company to make loyal customer of their brand.

9. From the Survey we found that Maharaja whiteline can available their

product for customers in low rate other than their competitors like

Bajaj, Philips, kenstar etc.

10.From the Survey we found that Maharaja whiteline is Known for his

product mainly i.e., Mixer Grinders. It is no doubt that Maharaja

Whiteline stared their business with Mixer Grinder and Today it

exploring his business almost in all category of Home Appliances but

Today also it is well known for his main Mixer Grinder product.

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Recommendation and Suggestions

1. Company should try to improve their business in which category they

shares less than 50% by adopting some market rule for business like

Display Models means Advertisement

2. Company should try to adopt the Advertisement for his product from

“Above the line” because Today’s market truth is “JO DIKHTA HAI

WO BIKTA HAI”.

3. Also it helps in advertising for the new products. Like the Exhibition

of “Chopper Attachment”.

4. Company should try to improve service because in long run it may

hamper the company’s profit.

5. Company should concentrate more on its major drivers Mixer Grinder,

Iron and Toaster. Branding and promotions should be done effectively

as it creates a long lasting image in the mind of customers.

6. Company should also cater to the needs of sub dealers as some of the

sub dealers have potential of high sales.

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BIBLIOGRAPHY

References:

Books Authors

Marketing Research : Naresh Malhotra

Marketing Management : Philip Kotler

Research Methodology : C. R. Kothari

Websites:

www.maharajawhiteline.com

www.google.com

www.asklaila.com

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