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SUMMER INTERNSHIP PROJECT REPORT

STRATEGIC MARKETING INTELLIGENCE PROJECT

Duration: 3rd May – 4th July 2010


Organization: Ingersoll Rand

Project Company Guide: Mr. Harish Kachare and Mr. Sampath Shetty
Faculty guide: Mr. Ankush Sharma

Submitted By:
Kunal Shukla (110)
Institute for Technology & Management, Navi Mumbai
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ACKNOWLEDGMENT
This project report on “Strategic Marketing Intelligence Project” has been prepared as a part of
the summer internship program with Ingersoll Rand, during the period from May 2010 to July
2010.

I would like to express my gratitude to all those who helped me complete this report. I want to
thank my internship guide Mr. Ankush Sharma, who guided and encouraged me throughout my
internship.

Finally, I would also like to thank Mr. Sampath Shetty - Regional Sales Head and Mr. Harish
Kachare – Territory Manager for their constant support and guidance.

DECLARATION
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I do hereby declare that the project entitled “ Strategic Marketing IntelligenceProject” is


submitted as a part of my Summer Internship Program for the PGDM program of ITM
Business School.

The project has been done under the able guidance of Mr. Harish Kachare and Mr. Sampath
Shetty and Prof. Ankush Sharma - (Faculty guide).

This project has not been submitted in full elsewhere for the award or any degree.

Kunal Shukla
Ref No:
KHR2009PGDMF110
Batch of 2009-
11(PGDM)

TABLE OF CONTENT
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ACKNOWLEDGEMENT

DECLARATION

TABLE OF CONTENT

4 EXECUTIVE SUMMARY

INRODUCTION
6

COMPANY PROFILE
7

VISION & VALUES


8

ABOUT THE PRODUCT


9

COMPETITORS
11

PRODUCT OFFERED BY INGERSOLL RAND


13

COMPETITOR OVERVIEW
16

RESEARCH METHODOLOGY
17

ANALYSIS & FINDINGS


18

RECOMONDATIONS
29

LEARNINGS FROM THE PROJECT


30
5

LIMITATIONS OF THE PROJECT


31

BIBLIOGRAPHY
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APPENDIX : QUESTIONNEAR
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EXECUTIVE SUMMARY
As a part of summer internship program with Ingersoll Rand (India), I was given a project on
Strategic marketing Intelligence. This project was mainly to identify the Market share of the
Ingersoll Rand (IR) of below 100% Hp compressor. And recommend the strategy on the basis of
the analysis and findings. The same project was conducted on all India level. We all were
assigned the Mumbai and adjoining territory to progress with project.

For this project we have prepare a questionnaire with the help of IR team. And then I have to do
the survey in the field allotted to us. I was given Navi Mumbai area for conducting the survey.

This project was a market research, where the main objective was to understand and study the
market. So for this purpose

Accordingly, the methodology used in the project is as follows: -

• Defining the objectives of the study

• Framing of questionnaire keeping objectives in mind (considering the objectives)

• Feedback from the respondents

• Analysis of feedback

• Conclusion, findings and suggestions.


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This project will help


• To understand The Mumbai and nearby market.

• Will give the better understanding of distribution system and will help to find out the
areas of improvement which will help IR to increase the market share in this area.

• This project will also help to understand the reasons of Low market share and to improve
the market share of IR and sustain the desired Growth.

• This project will help us to study and understand the Traditional market and will help us
to find out the reasons of low market share and slow growth rate and will help us analyze
them and after the study we can recommend how to overcome with this problems.

The method used is descriptive statistics and the main statistical tools used for the collection and
analyses of data in this project are:

• Questionnaire
• Pie Charts
• Tables.

INTRODUCTION
The project which was given to us was “Strategic Marketing Intelligence Project” in Ingersoll
Rand.

A broad definition of Strategic Intelligence Marketing is the action of defining, gathering,


analyzing, and distributing intelligence about products, customers, competitors and any aspect of
the environment needed to support executives and managers in making strategic decisions for an
organization.

Key points of this definition:


Competitive intelligence is an ethical and legal business practice, as opposed to industrial
espionage which is illegal. The focus is on the external business environment.

There is a process involved in gathering information, converting it into intelligence and then
utilizing this in business decision making. Professionals emphasize that if the intelligence
gathered is not usable (or actionable) then it is not intelligence.
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A more focused definition of Strategic intelligence regards it as the organizational function


responsible for the early identification of risks and opportunities in the market before they
become obvious. Experts also call this process the early signal analysis. This definition focuses
attention on the difference between dissemination of widely available factual information
performed by functions such as libraries and information centers, and competitive intelligence
which is a perspective on developments and events aimed at yielding a competitive edge.

Strategic Intelligence focus is on the longer term, looking at issues affecting a company’s
competitiveness over the course of a couple of years. The actual time horizon for SI ultimately
depends on the industry and how quickly it’s changing. The general questions that SI answers
are, ‘Where should we as a company be in x Years?’ and 'What are the strategic risks and
opportunities facing us?' This type of intelligence work involves among others the identification
of weak signals and application of methodology and process called Strategic Early Warning
(SEW).

Organizations must be careful not to spend too much time and effort on old competitors without
realizing the existence of any new competitors. Knowing more about your competitors will allow
your business to grow and succeed. The practice of competitive intelligence is growing every
year, and most companies and business students now realize the importance of knowing their
competitors.

BY USING THIS MARKET INTELLIGENCE:


• We get to know about ourselves

• We know about our known competitors

• We know about the market context

• It helps in establishing key benchmarks

• Informing the planning process

• Check for refinement and development

The main idea of Ingersoll Rand behind this project was to create an exhaustive customer data
base containing details of the all compressed air users across all verticals to provide compressed
air usage behavior and purchase behavior and slices and dices market by customer type,
geography, purchase history, seasonality, size in terms of HP or KW.

By collection all such information they can make the best possible business decisions and
Increase the sales by finding new markets, new customers, keeping the existing customers,
Increasing the market share by using the best marketing messages and targeting the right
customers and develop and introduce new products or services.
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COMPANY PROFILE
Ingersoll-Rand (India) Limited is a part of the Ingersoll Rand Company, a global innovation and
solutions provider with powerful brands and leading positions within its markets. Ingersoll-Rand
(India) Limited has its presence in India since 1921. The company established its first
manufacturing plant in India in 1965 and became a public limited company in 1977.Today
Ingersoll-Rand has manufacturing facilities in Ahmadabad that is ISO 9001:2008 certified and in
Sahibabad that is ISO 9001:2000, ISO 14001:2004 & OHSAS 18001:2007 Certified. Ingersoll
Rand products are widely appreciated in the market for their superior quality and reliability.
With a strong sales presence in over 15 locations across the country and a strong national
distributor network, Ingersoll-Rand (India) Limited is a dominant player in its business of
providing solutions for the Infrastructure development, Industrial Solutions and Climate Control
markets.

In recent years, Ingersoll Rand has transformed itself into a multi-brand commercial products
manufacturer serving customers in diverse global markets, and away from the capital-intense,
heavy-machinery profile of its past.

Today, we are a global diversified industrial firm providing products, services and solutions to
enhance the quality and comfort in homes and buildings, transport and protect food and
perishables, secure homes and commercial properties, and enhance industrial productivity and
efficiency.

Our customers count on the reliability of our family of industrial and commercial brands, such
as Club Car golf cars, Hussmann stationary refrigeration equipment, Ingersoll
Rand industrial equipment, Schrage locks, Thermo King transport temperature-control
equipment and Trane air conditioning systems and services. Through these brands we enable
companies and their customers to create progress.

In recent years, Ingersoll Rand has transformed itself into a multi-brand commercial products
manufacturer serving customers in diverse global markets, and away from the capital-intense,
heavy-machinery profile of its past.

Today, we are a global diversified industrial firm providing products, services and solutions to
enhance the quality and comfort in homes and buildings, transport and protect food and
perishables, secure homes and commercial properties, and enhance industrial productivity and
efficiency.Our customers count on the reliability of our family of industrial and commercial
brands, such as Club Car golf cars, Hussmann stationary refrigeration equipment, Ingersoll
Rand industrial equipment, Schrage locks, Thermo King transport temperature-control
equipment and Trane air conditioning systems and services. Through these brands we enable
companies and their customers to create progress. Worldwide, Ingersoll Rand Corporation is
witnessing a major shift in perspective. Simply put, it is a move from a product-centric approach
towards a solutions-centric approach. Ingersoll Rand is no longer an Engineering Company
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offering world-class products, but a Company that provides the customer with solutions based on
these products, solutions which go well beyond them. Ingersoll-Rand (India) Limited is among
the Country's largest exporters of engineered goods. Annual exports for financial year 2006-2007
stood at Rs. 1,004.80 Million..

Our Vision
Ingersoll Rand is a GLOBAL industrial enterprise with market leading brands
We are dedicated to driving Shareholder Value by achieving:
Dramatic Growth ...
by focusing on innovative solutions for our customers
Operational Excellence ...
by pursuing continuous improvement in all of our operations
Dual Citizenship ...
by bringing together the talents, energy and enthusiasm of all Ingersoll Rand people

Brand Values
Integrity
We act in the highest legal and ethical standards in everything we do
Respect
We communicate and act in ways that respect and value the worth of all people, cultures,
viewpoints and backgrounds
Teamwork
We work together and share resources to provide greater value to our customers, employees,
business partners and shareholders
Innovation
We use our diverse skills, talents and ideas to develop innovative, imaginative and creative
solutions to challenge
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ABOUT THE PRODUCT

An air compressor is a device that converts electrical power or gas into kinetic energy by
pressurizing and compressing air, which is then released in quick bursts. There are numerous
methods of air compression, divided into either positive-displacement or non-positive
displacement types.

C o m p r e s s o r s

P o s i t iv e D i s p l a c e m e nD ty n a m i c

R e c i p r o c a t i n g R o t a r Cy e n t r i f u A g x a i al l

S i n g l e D - A o c u t b i n l egH - eA l ci c t ai n l g S c r oe lw lL i q u i d S r l i i nd g i n g V a

Positive-displacement air compressors work by forcing air into a chamber whose volume is
reduced to effect the compression. Piston-type air compressors use this principle by pumping air
into an air chamber through the use of the constant motion of pistons. They use unidirectional
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valves to guide air into a chamber, where the air is compressed. Rotary screw compressors also
use positive-displacement compression by matching two helical screws that, when turned, guide
air into a chamber, the volume of which is reduced as the screws turn. Vane compressors use a
slotted rotor with varied blade placement to guide air into a chamber and compress the volume.

Non-positive-displacement air compressors include centrifugal compressors. These devices use


centrifugal force generated by a spinning impeller to accelerate and then decelerate captured air,
which pressurizes it.

The air compressors seen by the public are used in 5 main applications:

• To supply a high-pressure clean air to fill gas cylinders


• To supply a moderate-pressure clean air to supply air to a submerged surface supplied
diver
• To supply a large amount of moderate-pressure air to power pneumatic tools
• For filling tires
• To produce large volumes of moderate-pressure air for macroscopic industrial processes
(such as oxidation for petroleum coking or cement plant bag house purge systems).
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COMPETITORS

Manufacturers of Compressors

Manufacture of compressors of power rating upto 5 hp is reserved for the small scale sector. It is
estimated that there are around 35 – 40 manufacturers of these small compressors spread all over
the country. These small compressors are mainly used for garage type applications and the
technology involved is very simple and does not require sophisticated machinery. These type of
compressors are not covered in this report. The total size of this market is around 60,000 to
70,000 units per annum valued between Rs. 50 to 60 crore. This estimate includes units upto
30hp manufactured by companies in the medium scale sector, which traditionally get clubbed
with the small scale sector.

All the well-known manufacturers are in the medium scale sector. Many of the companies have a
technical/equity tie-up with reputed manufacturers abroad. The total production in this sector is
around 10,000 units per annum valued at around Rs. 175 crore.

Bharat Heavy Electricals Limited (BHEL) and Bharat Pumps and Compressors Ltd. (BPCL) are
two public sector units in the field of Centrifugal compressors. They manufacture large heavy
duty compressors and compressors for customized/tailor-made applications. The value of output
of this sector is Rs. 100 to 120 crore, consisting of few units but of very high unit value.

Installed Capacity and its Utilisation


The total installed capacity of Air & Gas compressors is about 59,375 units per annum. The
capacity utilisation for the various manufacturers ranges from 23% to 86%. For the year 1992-
93, the production of Air & Gas compressors was around 41,000 units. This includes ^he small
air compressors manufactured by the organised sector.

There has been virtually no growth in the production of Air & Gas compressors over the last five
years. It was 40,791 units in 1987-88 and 40,958 in 1992-93.

Major International Manufacturers

The major international manufacturers in the field of Air & Gas compressors are :

* Kobe Steels, Japan

* Joy Compressors, USA


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* MAN GHH Sterkrade, Germany

* Atlas Copco, Sweden

* Ingersoll-Rand, USA

* Sundyne Compressors, USA

* Hokuetsu Industries, Japan

* Fives Cail Babcock, France

* Elliot, USA

* Elgi , India

PRODUCT OFFER BY INGERSOLL RAND(BELOW 50 HP)


SIMPLE RECIPROCATING AIR COMPRESSORS
Ingersoll Rand has a range of electric single stage and two stage stationary reciprocating air
compressors for commercial and industrial customers to meet their compressed air needs. When
performance is defined by maximum operating pressure, increased air flow and extended duty cycles,
Ingersoll Rand is the product of choice. You will get a compressor that features maximum air
power, reliable precision engineered components and a durable design that is built to last.

Compressed Natural Gas

Electric-Driven Duplex

Electric-Driven Single Stage

Electric-Driven Two-Stage

Electric-Driven High Pressure

Oil less

Vacuum Pump
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We were mostly involved in finding Electric-Driven single stage and two stage compressors

ELECTRIC DRIVEN SINGLE STAGE

Designed for the professional, our 3 HP and 5 HP single stage compressors are ideal for almost
anyone, from individuals that thrive on do-it-yourself projects to the professional air compressor
user

ELECTRIC DRIVEN DOUBLE STAGE

Designed for heavy shop or industrial use, Ingersoll Rand Electric-driven Two-stage air
compressors provide the reliability and performance that are ideal for most applications and
users including automotive service and body shops, fleet maintenance, machine shops,
production and manufacturing lines, wood working shops, dry cleaners, car washes, general
maintenance/repair shops and farms.

ROTARY SCREW AIR COMPRESSOR


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The Ingersoll Rand range of contact cooled rotary screw air compressors includes multiple levels
of compression technology intended to align with customer and result in lowest total cost of
ownership.

4-37kW / 5-50hp

The UP-Series is more than an integrated air system, it's a complete air solution designed to
maximize the key drivers of profitability in today's business.

5.5-30kW / 7.5-40hp VSD

Nirvana provides the ability to match compressed air demand while ensuring the lowest power
consumption and operating cost. The Total Air System (TAS) option provides one integrated
solution for all the required components of a complete compressed air system and offers superior
air quality, world class noise levels and no hassle installation.
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COMPETITORS OVERVIEW
There are many competitors of Ingersoll Rand operating in the market producing air compressors
of the same category. Ingersoll Rand is lagging behind these competitors in below 50 HP air
compressors because of its complex mechanism. The mechanism of other compressors is simple
as compared to Ingersoll Rand mechanism which is main reason why Ingersoll Rand has a low
market share in this category. Some of its main competitors are as follows:

1. ELGI

2. FOUJI

3. ATLAS COPCO

1. ELGI
ELGI is changing everyday. It is pursuing new business opportunities created by developments
in technology. ELGI already leads India in compressor technology and is a prominent player in
Automotive Service Station Equipment. Engines and ELGI New Generation Compressors (low
range reciprocating compressors) are today emerging as new business sectors for the company.
R&D is also a major thrust area at ELGI. In fact a large share of products currently under the
ELGI fold is developed in-house. Please click on the individual product lines to learn more about
our products.

2. FOUJI
Fouji Industries India's old & famous Industry and manufacturers of Air/Dental Air
Compressors is located at Surat (Gujarat), which is running successfully since 1967. The price of
"Fouji" air compressor is less 30% other than multinational companies. Fouji Air Compressor is
designed in to give you the maximum of reliable service, with minimum of maintenance.
Normally the machine gives trouble-free performance for years.

Fouji Manufactures Air Compressors used for various applications in industry, for more than 40
years of experience tyre inflating, sparing, dentistry using advanced technology to give you
reliable service, low maintenance & trouble-free performance for years.
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3. ATLAS COPCO
A tlas C o pco is an indus trial group w ith world- leading pos itions in
co mp r es s ors , cons truction and mining equipment, pow er tools and as s emb ly
s y s tems . The Group delivers s us tainable s olutions for increas ed cus tomer
p r o d u ctiv ity, through innovative products and s ervices .

RESEARCH METHODOLOGY

MANAGEMENT PROBLEM: Sales of the Ingersoll Rand Compressors of below


100HP are low and users of Air-compressors dont know about The IR brand.

MANAGEMENT OBJECTIVE: To increase the sales and enhance the awareness


amongst the customer of Air-compressors in below 100HP Segment.

RESEARCH OBJECTIVE: To identify the Potential Market of Air Compressors in


Various Areas of Mumbai. To find out the awareness level of IR compressors and their
perception about the Product

ROAD MAP TO OUR PROJECT


The company first told us about their product that is air-compressors which are into the market
and what are the various types of air compressors available in the market and who are the major
competitors in that. The company wanted to conduct the survey for the small scale industries
which are using the compressors below 100 HP so that they can know their market share and
accordingly whom they should target and where there are lacking in either products or services.
The following are the steps we undertook:-

• Create Customer Survey Template: As per the requirements of the company we


were required to frame the questionnaire through which we can find which all are the
companies who are using the air-compressors and what are the different types they are using.

• Take existing database as reference: Ingersoll rand is having two authorized big
dealers one in town side and one in Navi Mumbai and we were sent to those dealers so that
we can collect the information from them regarding industries and where those industries are
located in the whole Mumbai region.
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• To carry out survey as per selected industrial pockets: With the help of the
dealers and the information they had, we were given the names of the different industrial pockets
having MIDC Areas or Industrial Estates for the Mumbai region where we had to conduct the
survey and the pockets were: Andheri, Jogeshawari, Vasai, Goregaon, Vile Parle, Wadala, Lower
Parel, Mahalaxmi, Mumbai Central, Sewree, Bhandup, Nahur, Mulund, Thane, Rabale,
Kamothe, Turbhe, Dombivali, Nerul, Taloja, Panvel, Ambernath, Badlapur, Ulhasnagar, Kalyan,
Bhivandi, Wada, Patalganga, Khopoli, Kandivali, Bhayandar,and Dahisar.

• Collate the data into common database: After conducting the survey we had to
make the weekly reports and need to send it across to our company guide where we were
creating customer master reports having the customer contact details, sector, make of the air-
compressor, Installation information, type of customer for every region and compiling the data

• Based on learning's – Improvise and launch nationwide: Based on the results


which we got through the surveys we get to know that what type of industries are using air-
compressors and which company who is manufacturing air-compressors is the market leader,
which are the challengers and the followers in terms of the market share of the air-compressors
and according to that the new strategy can be made to increase the sales of the product.

ANALYSIS AND FINDINGS


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The above figures shows that General engineering is the leader in the uses of compressors.
Though the Compressors are not essential equipment for them but for painting and cleaning
purpose 2 HP of Compressors are commonly being used. Printing Industry comes out to hold the
second spot in terms uses of compressors. Though the compressors are Fixed in the Printing
machine itself.

AREA WISE DISTRIBUTION


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In the Taloja area we found 43 compressors in total. The above figures shows that in Taloja area,
Ingersoll Rand is the leader i.e. 32% of the air- compressors are of Ingersoll rand where as 19%
of the air-compressors are of Atlas Copco, 16% of the air-compressors are of Fouji , 14% of the
air-compressors are of ELGI and the remaining 19% of the air-compressors are of Local Brands.

In the Rabale area we found 130 compressors in total. The above figures shows that in Rabale
area the air-compressors of Local Brands are being mostly used by the companies i.e. 30% of the
air- compressors are of Local Brands where as 29% of the air-compressors are of Ingersoll Rand,
14% of the air-compressors are of Fouji, 25% of the air-compressors are of ELGI and the
remaining 2% of the air-compressors are of Atlas Copco.
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In the Dombivali area we found 77 compressors in total. The above figures show that in
Dombivili area the air-compressors of Local Brands are being mostly used by the companies i.e.
47% of the air- compressors are of Local Brands where as 10% of the air-compressors are of
Ingersoll Rand, 26% of the air-compressors are of Fouji, 14% of the air-compressors are of ELGI
and the remaining 3% of the air-compressors are of Atlas Copco. Dombivali MIDC is quite vast
and is divided into two phases i.e. Phase 1 and 2. IR can look for opportunities in this region as
the industrial growth is rapidly taking place in Dombivali.

Turbhe region includes Nerul, Pawane, Mahape and Turbhe. In the Turbhe area we found 127
compressors in total. The above figures shows that in Tubhe area, ELGI is the leader i.e. 28% of
the air- compressors are of ELGI where as 21% of the air-compressors are of Ingersoll rand, 17%
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of the air-compressors are of Fouji , 3% of the air-compressors are of Atlas Copco, 11% of the
air-compressors are the inbuilt compressors which are being used in the printing machines and
the remaining 20% of the air-compressors are of Local Brands.

The Kalyan region includes Ulhasnagar, Kalyan, Badlapur, Wada and Sarvali.In the Kalyan area
we found 82 numbers of compressors. The above figures shows that in Kalyan area the air-
compressors of Local Brands are being mostly used by the companies i.e. 40% of the air-
compressors are of Local Brands where as 22% of the air-compressors are of Ingersoll Rand,
21% of the air-compressors are of Fouji, 15% of the air-compressors are of ELGI and the
remaining 2% of the air-compressors are of Atlas Copco.

In the Panvel area we found 17 compressors in total. The above figures shows that in Panvel
area, ELGI is the leader i.e. 35% of the air- compressors are of ELGI where as 30% of the air-
compressors are of Fouji, 6% of the air-compressors are of Ingersoll Rand and the remaining
29% of the air-compressors are of Local Brands.
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In the Kamothe area we found 10 compressors in total. The above figures shows that in Kamothe
area the air-compressors of Ingersoll Rand, ELGI and Local Brands are being equally used i.e.
30% each and the remaining 10% of the air-compressors are of Atlas Copco.

In the Ambernath area we found 90 compressors in total. The above figures shows that in
Ambernath area the air-compressors of Local Brands are being mostly used by the companies i.e.
46% of the air- compressors are of Local Brands where as 10% of the air-compressors are of
Ingersoll Rand, 14% of the air-compressors are of Fouji, 28% of the air-compressors are of ELGI
and the remaining 2% of the air-compressors are of Atlas Copco. It’s a developing industrial area
with new industries coming up so IR can look to tap the market in future.
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Bhandup is one of the largest industrial area in Mumbai , hence it is also important for Ingersoll
rand. In Bhandup mainly plastic industries are flourishing. Here local Brands have manage to
lead the Market, However the main competitor of Ingersoll Rand has the market share of 31%.
While an old brand Fauji is following elgi with 19% of Market share. Ingersoll rand has merely
3% of Market share.

Mulund also constitutes a large no of industries and here Ingersoll have some nice amount of
market share. Though the Local brands are leasing the market, customers are highly satisfied in
terms of the Productivity of the compressors. Ingersoll rand has 15% of market share while Elgi

is ahead with IR by 16% i.e. to 31%.


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Nahur (13)
IR
15% ELGI
8%

Others Fouji
62% 15%
Printing
(Inbuilt) Atlas Copco
0% 0%

Though Nahur doesn’t have as big industrial area as Bhandup and Mulund has but it also
represents the significant no of compressors. Here again local brands are playing there role
heavily and hardly any industrialist looks for Branded compressors

Thane which is at tail of Mumbai have large no of industries but less no of compressor user. The
biggest problem in thane was to convince the person to get the entry and then most importantly
data. Nut the available data shows that local compressor manufacturer are in the market while
Elgi, IR and Fauji have the Market share of 25%, 13%,and 13 % .
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This area have a very narrow stream of small scale industries people are mostly preferring ELGI
air compressors here in their industries here are mostly General Engineering industries and they
prefer ELGI and Fouji air compressors because they their technicians are themselves well
equipped to do maintenance of their air compressors.

This area mostly comprises of offices and very less no of industries here other companies
compressors are mostly in use of cleaning and painting Fauji and Elgi are to branded company
which shares the market share 25-25% each.
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In the middle of these suburbs there are two industrial estates next to R City Mall named
Ghatkopar Industrial Estate and Damji Shamji Industrial Estate. These are very large industrial
estates containing lots of small scale industries here people are not really bothered about the
company of the air compressors they use they only needs the cheapest model for their industries.
That’s why there are mostly local made compressors operating in these areas.

There are so many small scale industries operating in Andheri, mostly people are using ELGI
and Fouji air compressors instead of Ingersoll Rand, while collecting data in these areas we come
to know that people are mostly complaining about the high price of Ingersoll Rand air
compressors and Oil. While other company compressors and oil are available at a cheaper price.
People are also complaining about the services provides by Ingersoll Rand, they were
complaining that they have to wait Ingersoll Rand service person for two to three working days
whenever there is breakdown, while other companies compressors are easily repaired by any
technician because of their simple design.
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These are the some area which was undertaken by GLC students.
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This is the overall representation of Market Share of Air-compressors in Mumbai and nearby
places.As the Pie chart shows here that the Local Brands are leading the Market mainly due to
low price and if at all there is any need of maintenance they prefer to call any of the engineer or
mechanic to fix the problemWhile Elgi comes out to be the most preferred brand is ELGI
followed by Fauji with 15%and IR at as low as 15%.
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RECOMMENDATIONS

• Increase Awareness through Email Advertising and SMS

• Launch Compressors for really Small enterprises at competitive price

• Increase customer retention by promotional activities and keeping consumers aware of


the after sales services

• Servicing of compressor should be provided at competitive fees / Charges

• Bhandup, Thane, Dombivali, Andheri, and Rabale being big spots and the large
industrial clusters, IR must appoint one more Distributor near to these spots

• Mainly target on “5HP” and “General Engineering” Segments

• In future, IR can look to do a tie up with major printing machine manufacturers to


increase its market share

• Customers should be encouraged to use bio-degradable oil in the compressors

• Power Efficient compressors at low price are the need of the hour for micro and small
scale enterprises.
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LEARNINGS FROM THE PROJECT


The two months of association with Ingersoll Rand provided me with ample scope for learning.
I got the opportunity to use some of the knowledge that I had gained in the classroom. Within
these 2 months of Internship I visited more than 265 companies and got to meet some top level
Executives who shared some very useful insights. I also learned about different clusters and
sectors of Industries across Mumbai and about their operations. I got to know about Air
compressors as a product and the companies who manufacture them and also the strategies
adopted by them to expand themselves in the market. Also got to know the mentality of different
people from a Executive to the Security guard & know how to please different people differently.

LIMITATIONS OF THE PROJECT


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• Due to highly competitive market our organization has refused to share their confidential
data .

• Due to nonavailability of data proper data interpretation is not possible

• The interpretation is only available to the areas of Mumbai only , hence we can’t interpret the
market share of Ingersoll for the rest of india.

• The project given is to determine the market potential of below 100 hp compressor and this
segment is highly influenced by the unorganized & local manufacturers of compressor.

• While collecting the data many SME has refused to share their data .
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BIBLIOGRAPHY
• www.ingersollrand.com: it helped us to understand the company profile and there
product

• www.google.com/maps: Google maps and Google earth helped us to find out the
location of Industrial estates and area.

• www.Justdial.com : with the help of this we found out some phone numbers and Email
ids.

• Horizon Air tech and V.D. Patel Engineers pvt ltd. are there two authorized dealers. They
helped us to trace the industrial clusters.
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APPENDIX :QUESTIONNEAR .
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