CHAPTER 1 INTRODUCTION

EXECUTIVE SUMMARY Companies offering product or services will need to understand this new face of the company/institute. The changing demographic profile of the population in terms of education, income, size of the family and so on, are important but what will be more substantive in days to come will be the psychographics of the organizations how they feel , think or behave. Marketers will have to constantly monitor and understand the underlying psycho graphics to map their respective industries are moving and decide what needs to be done, by way of adding value that motivates organizations to buy the company's products and influence the future industry structure. Keeping in view such stiff competition, its a miniscule effort from my side under which I have tried to fulfill the following objectives: 1) To find out what does the purchaser of the home think about Bajaj electrical limited. 2) To study their preference for the bajaj home appliances. 3) To study the market opportunities of Bajaj electrical limited to help in the formulation of marketing strategy. 4) To suggest some measures to make Bajaj electrical limited more competitive. 5) To study the purchasers satisfaction level in regards to the strength of the Bajaj electrical limited. 6) To study the market prospects of Bajaj electrical limited. The findings of the research lead to following conclusion Some of the Respondents mainly prefer to purchase Bajaj electrical items than to others Dealers are at the View, that the company needs to have some incentive schemes to promote more sales because philips and Usha are giving tough competition to Bajaj Electrical Limited.

 Most of the Respondents were the opinion that the company should adopt better methods for promoting their brand due to the entrance of the company's brand. MAJOR FACTORS INFLUENCING PURCHASING BEHAVIOUR: The major factors that influence the purchasing behavior are: Product, Price Place Promotion mix PRICING AND MARKET SHARE: Pricing is undoubtedly one of the most important decision areas of marketing. Price and sales volume together decide the revenue of any business. As the sales volume in itself is dependent on price, pricing really becomes the key to the revenue of the business. Pricing becomes the vital decision area on account of certain other factors besides its crucial role in bringing revenues and profits to the business. PRICING METHOD/PRICING STRATEGIES: There are several methods of pricing: Cost based pricing Demand based pricing Competition based pricing Product line oriented pricing Differentiated pricing MARKET SHARE: Market share constitutes the total market captured by Bajaj electrical limited in the whole consumer durable industry. During my survey I found out that the market share in different areas are different because of different geographical regions, climate and

number of different Respondents . The market share is determined by the help of total consumption of the particular area and the consumption of particular company's product in that area. The market share of Bajaj electrical limited is growing with every financial year. CHAPTER 2 PROFILE OF THE COMPANY INTRODUCTION The bajaj group of India owes immense gratitude to their founding father whose vision and dedication over the years has greatly helped to build a business house that can set standard in Indian industry. Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of Mahatma Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of his country, Trust - a simple word that contains a whole philosophy handed down by Jamnalal Bajaj to his successors. He valued honesty over profit. kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious father and consolidated the Bajaj foundation. With characteristic foresight and pragmatic; vision, he launched a steady diversification programme which gave the current name "Bajaj" both its shape and size. His unique management style created a work culture that matched well with the national spirit he had inherited. Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and steered the Group from strength to strength for over 22 years. He had also actively participated in the freedom struggle of the country. In post independent India, he had

led the youth movement. Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with Bajaj Sevashrarn after which he worked at Bajaj International, the groups export company. Mr. Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took over as the Chairman and Managing Director in 1994. . HISTORY People don't just bring their brains to work: they also bring their hearts and soul. They want to feel passionate about what they are doing and be a part of whatever is great. We at Bajaj Electricals Limited, recognize this truism and seek out and strike a dialogue straight with the hearts and souls) of our employees. Here is a quote from Mr. Shekhar Bajaj, our Chairman and Managing Director "Every individual has the potential to perform if he or she gets proper motivation, the right opportunity and the freedom to work. In the long run success is achieved when ordinary people perform extraordinarily. It is important to keep an open mind rather than drawing preconceived impressions about people. More often that not, such impressions will be proven wrong." Faster, Higher, Stronger - is our maxim, our way of individual and organizational performance. This is how we managed a successful business turnaround in Bajaj Electricals Ltd - with and through each one of our employees. And not only our excellent brand of products, our people provide an excellent competitive advantage to us. We are looking at a collaboration for our luminaire business through a licensing agreement as there is a need for technologically superior products which are state-of-the art. We are in advanced discussions. I cannot disclose anything further at this stage," Bajaj Electricals chief operating officer and president R Ramakrishnan said. The luminaire business is one of the five special business units

(SBUs) of the company. The others are appliances, pans, lighting and the engineering business. Bajaj Electrical luminaires find applications in the engineering, power, steel, cement, fertilizer, chemical and petrochemical sectors. Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the UK for its irons. This tie-up also entails a technology transfer. The company is targeting revenues of Rs 1,500 crore by the year 2009-10. "The biggest contributor to this will be the engineering business. Till recently, we were only into the manufacture of power transmission towers. Now, we will be installing them too," Mr Ramakrishnan added. The engineering and projects business is also the fastest growing business. This business has an order book of over Rs 150 crore and has grown by over 85%, senior company executives said. The company clocked net sales of Rs 505.26 crore in the last fiscal and is expected to add around 25% to its topline this fiscal, he said. The company which had been facing tough times a few years back has bounced back after the implementation of a restructuring exercise. This entailed the reorganisation in to five SBUs, brand building, and a growth of revenues. Last year, the company also came out with a rights issue at premium of Rs 15 per share. Further, the company also of out of the diecasting business by giving a VRS at the plant, selling the development rights of the land and entering into a non-compete clause with a competitor. Revamp helps Bajaj Electricals Turn Around Hindu Business line January 31, 2005 K. Giriprakash V. K. Varadarajan Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations, including shutting down some of its loss-making

ventures, as part of its plans to turnaround the company. Bajaj Electricals' President and Chief Operating Officer, Mr R. Ramakrishnan, told Business Line that the restructuring has helped the company to turnaround and now it expects to double its revenues to about Rs 1,000 crore within three years. The company hopes to end the current fiscal with a revenue of around Rs 730 crore, an increase of 20 per cent over fiscal 2008-09. Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for the company. As per the new plan, Bajaj Electricals dropped its matrix structure for its organisation in favour of separate business units for each of its businesses. It now has five separate business units - engineering and projects, luminaire, appliances, fans and lighting. "Each of these units compete as separate businesses with its, competitors," Mr Ramakrishnan said. The company also got rid of unviable businesses. For example, it shut down its diecast operations and offered VRS to 180 people. It also sold surplus land of the unit. He said the company also went in for financial restructuring by swapping high cost funds with low cost long-term debt. The banks too have lowered interest cost and increased the moratorium for another two years. The company plans to invest about Rs 20 crore, spread over the next fiscal, to double the existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from Powergrid Corporation for erection and commissioning of power transmission tower. Mr Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over the last fiscal, is expected to outpace other business units. The company expects about 25 per cent of its revenues to come from its engineering business, he said. Mr Ramakrishnan said with the Power Grid according thrill the status of approved EPC contractors, it expects bigger orders from

the power company. He pointed out that with an estimated investment proposal of Rs 75,000 crore by Powergrid Corporation, there was a huge opportunity for the company. Mr.Ramakrishnan said the company had entered into a licensing arrangement with Trilux, a leading European luminaries brand and a market leader in lighting in Germany. The tie-up, though is aimed to market the products to premium segments in the country, could lead to manufacturing Trilux products in the long term. Bajaj's own products to provide full spectrum of lighting products, he said. Similarly, Bajaj's tie-up with UK's leading small appliances brand Morphy Richards had helped it to position itself in the premium end of the market. Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per cent in the appliances segment, 20 per cent in luminaries and 10 per cent in lighting. The company has also been able to take on the unorganized sector by offering competitive pricing of its products in the lower end. "Our China sourcing strategy has helped us to buy from the world's best without compromising on the quality of the products," Bajaj Electricals Keeps on Shining More... Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India who are in the business of steel, sugar, two wheelers & three wheelers. Bajaj Electricals is well established in their range of products such as lamps & tube lights, luminaires, small household appliances, ceiling fans & table fans and turnkey engineering services. The company has been in existence for the last 60 years and has steadily grown and expanded its business both in domestic and international markets. Bajaj Electricals has 20 branch offices and 4 regional offices spread in different parts of the country besides being supported by a chain of about 600 distributors, 2500 authorised dealers, over 60,000 retail outlets and over 200 service franchisees BEL today has five major business units comprising of lighting, luminaires, electric fans, home appliances, turnkey engineering

projects. BEL's export activities are well supported through its International division. The Company has recently forayed into electric power generation through wind energy in its quest to reduce the depletion of fossil fuels and preserved the environment. Total Quality Management (TQM) has taken roots in some important business processes of the Company. Few business units of the company have already received ISO Certifications while the other BUs are on the anvil to obtain the same. PRESS NEWS Times of India January 22, 2008 Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third quarter ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the corresponding period of last fiscal. Revenues from operations during the quarter were higher at Rs 170 crore as against Rs 126 crore i n the same period of 2007-08. Leading the Way Corporate Dossier Economic Times January 14, 2008 Shekhar Bajaj, Chairman & MD, Bajaj Electricals Ltd. A leader sets an example for others to emulate, and hence must be a high-level performer. He's also respected by subordinates and colleagues, alike. He must embody honesty, integrity and trustworthiness. A leader is knowledgeable and well read and must guide and empower his subordinates to perform their best. . PRODUCT PROFILE Bajaj Storage Water Heater

Energy Efficient Horizontal 10 year guarantee on copper tank 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Available in 10 litre capacity

GX 10 Powerful motor : 550 watts, 18000 rpm 5 year guarantee on motor 3 stainless steel jars Unbreakable polycarbonate jar handles Cord winder Overload protector DX 5 Multiple, adjustable temperature levels Thermal fuse for additional safety Pilot light for thermostat operation Swivel cord outlet Large Sole Plate Non stick coated sole plate

Cordless Kettle 1 Litre 1 Litre capacity Cordless operation for easy serving and safety Auto shut off External water level indicator on both sides Self illuminating transparent switch

Aqua Naturale Makes drinking water healthy and safe through seven stages of purification. It's a completely natural process. In fact, it's the only purifier that works without any resins. And without any electricity. What's more, it doesn't require a continuous flow of water supply. The water that you drink is not only cleaned and sterilized but also made healthier through the addition of valuable minerals. Result: Healthy, refreshing water. Just as nature gives you.

Coolest RC 2004 Rotochill Made up of an attractive, corrosion-free engineered, thermoplastic material for durable performance Latest state-of-the-art design Sleek and all new ultra modern looks Extra tough motor Uniform water distribution Water level indicator

AX 4 4 brass burners with Stainless Steel body High efficiency burners Extra wide top accommodating large vessels Available for LPG and PNG with 5 year guarantee

1600 T3 16 Litre Capacity Stainless Steel inner chamber Keep Warm Function 0-60 minutes timer

Aquatherm Instant Gas Water Heater Oxygen depletion monitor LED indicator for temperature Auto Shut Off 20 minute timer

Office Locator Head Office

51, Mahatma Gandhi Road Fort Mumbai - 400023 Phone - 22043780, 22043733 Fax - 22828250 Registered Office 45/47, Veer Nariman Road Fort Mumbai - 400023 Phone - 22043841, 22045046 Fax - 22851279 Company Showroom 'World of Bajaj Electricals' Bajaj Bhavan Nariman Point Mumbai - 400021 Phone - 22023626 MARKET SHARE Shareholding Pattern As on 31st December, 2008 Under Clause 35 of the Listing Agreement A 1 Category Promoter's holding Promoters* No. of Share held Of Shareholding Indian Promoters 5693850 65.88 2 Foreign Promoters Persons acting in Nil Nil 104440 1.21 concert# Sub Total: 5798290 67.09 B

3 Non-Promoter's holding Nil Institutional Investors Nil a(i) Mutual Funds 500 0.01 a(ii) Unit Trust of India 150 0.00 b(i) Banks 6687 0.08 b(ii) Life Insurance 746010 8.63 b(iii) Corporation of India Oriental Insurance 108000 1.25 C Company Ltd. Flls Nil Nil Sub Total: 861347 9.97 4 Others A Private Corporate 389298 4.50 Bodies B Indian Public 1567010 18.13 C NRIs/OCBs 5905 0.07 D Any Other Non 5430 0.06 E Resident Foreign Companies 15600 0.18 Sub Total: 1983243 22.95 Grand Total: 8642880 100.00 as defined in Regulation 2(h) of SEBI (Substantial Acquisition of Shares and Takeovers) Regulation, 1997. The promoter's holding shall include all entities in the promoter's group-individual or body corporates. # as defined in Regulation 2(e) of SEBI (Substantial Acquisition of Shares and Takeovers) Regulations, 1997. Note: 1. Total Foreign shareholding including Foreign Promoters, Fils, NRIs/OCBs Foreign Banks, Foreign Nationals and GDR & ADR

holdings is 26935 i.e. 0.31% of the total issued equity capital. Shareholding Pattern as on 31st December, 2008 Under Clause 35 of the Listing Agreement Persons Holding more than 1% of the shares of the Company SL. No. A 1 Name of Shareholder 1. Promoters: Jamnalal Sons Pvt. Ltd. No. of Share 1429541 To equity capital 16.54 2 Bajaj Auto Ltd. 1719676 19.90 3 Hind Musafir Agency Pvt. Ltd. 200000 2.31 4 Bajaj International Pvt. Ltd. 200000 2.31 5 Shri Shishir Kamalnayan 136400 1.58 6 Bajaj Shri Rahulkumar Kamalnayan 114000 1.32 7 Bajaj Shri Shekhar Bajaj 190680 2.21 8 Shri Madhur Bajaj 90786 1.05 9 Shri Anant Bajaj 175366 2.03 B 2. Foreign Promoters: Non-Promoter's holding: 3a. Mutual Funds & UTI 3b. Banks Nil Nil Nil Nil

Nil Nil 8.63 Life Insurance Corporation 746010 of India 1.25 Oriental Insurance 108000 Company Ltd. 3c. Flls 4a. Private Corporate Bodies 4b. Indian Public 4c. NRIs/OCBs 4d. Any Other - Non Resident 4e. Foreign Companies Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil ORGANIZATION HIERARCHY 1) Managing director-shri Shekhar Bajaj 2) President-R.Ramakrishan 3) Vice president 4) Executive director-Anant Bajaj 5) Regional manager puneet saxena 6) Assistant manager 7) Senior sales executive Sales executive

9) Financial coordinator

CHAPTER 3 RESEARCH METHODOLOGY Innovating to set new standard RESEARCH INSTRUMENTS: Three main instruments used in collecting primary data are 1) Questionnaires: A questionnaire consists of a set of questions presented to respondents. Questionnaire needs to be carefully developed, tested and debugged before they are administered on large scale. 2) Psychological tools: Psychological tools consist of depth interviews. QUESTIONS ARE OF TWO TYPES: 1) Closed end questions 2) Open end questions Closed end question include: Dichotomous Multiple choice Likert scale Open end questions include: Structured questions

SAMPLING PLAN After deciding the research plan and research instrument, the marketing researcher must design a sampling plan. This calls for three decisions: 1) Sampling unit: Who is to be surveyed? The market researcher must define the target industrial area.that will be sampled. Once the sampling unit is determined, a sampling frame must be developed so that everyone in the target industrial area has an equal or known chance of being sampled. I have completed my survey in Jammu . 2) Sampling size: How many organizations to be surveyed? Large samples give more reliable results than small samples. It mainly refers to no. of respondents from the universe. My sample size consists of 100 respondents from different area of Jammu. 3) Sampling procedure: How should the respondents be chosen? To obtain a representative sample, a probability sample of the population should be drawn. SAMPLING 1) Probability sampling It includes: o Simple random sampling 2) Non probability sampling It includes o Convenience sampling SAMPLING TECHNIQUE USED: Due to constraint of tine, convenient sampling is used. This sampling method involves purposive or deliberate selection of particular units of the universe for constituting a sample, which represents the universe. In this population elements are selected for inclusion in the sample based on the ease of access. 3) Collect the information

The data collection phase is most expensive and most prone to error. Four major problems arise in this phase: 1) Other will give biased answers. 2) Some interviewers will be biased. 4) Analyze the information The next to last step in the marketing research process is to extract findings from the collected data. Different types of statistical techniques are used. 5) Present the findings As the last, the researcher presents the findings. The researcher should present findings that are relevant to major marketing decisions. 6) Decision making After completing all phases decision is formulated that is advantageous for the organization. Decisions made are checked and implemented by managers. OBJECTIVES OF THF STUDY The objective of the project ``exploring corporate gifting potential & to know the market position of Bajaj home appliances "are as followed 1) To find out what does the purchaser of the home think about Bajaj electrical limited. 2) To study their preference for the bajaj home appliances. 3) To study the market opportunities of Bajaj electrical limited to help in the formulation of marketing strategy. 4) To suggest some measures to make Bajaj electrical limited more competitive. 5) To study the purchasers satisfaction level in regards to the strength of the Bajaj electrical limited.

CHAPTER 4 DATA ANALYSIS DATA ANALYSIS AND INTERPRETATION The following pages give an in depth analysis and interpretation for the data collected from dealers. Each aspect of analysis is shown separately accomplished with tabulatation, a graphical representation and an interpretation for the same. 1) Which home appliances do you use as a gift items ? TABLE -1 Bajaj 25 Usha 15 Philips 28 Inalsa 20 Maharaja 12 GRAPHICAL REPRESENTATION: GRAPH -1 INTERPRETATION: The result shows that maximum number of respondent use Philips (2 whereas Bajaj users are (23), Usha users are (13), inalsa users are (1 & maharaja users are (. 2) From how much time you are using Bajaj product? TABLE-2 LESS-1 YEAR 10% 1-2YEAR 20% 2-3YEAR 40%

4-ABOVE 30% GRAPHICAL REPRESENTATION: GRAPH-2 INTERPRETATION: From the above interpretation it is clear that 10% users have less than 1 year old buying history. 20% users are buying it from 1-2 year , 40% users are buying it from h 2-3 years whereas 30%users are buying it from more than 8 years . 3) Which home appliances do you think is best & why? TABLE-3 Bajaj 30% Philips 40% Inalsa 20% Usha 10% Maharaja Nil GRAPHICAL REPRESENTATION: GRAPH-3 INTERPRETATION: 40% respondent said Philips home appliances are best, 30% prefer Bajaj ,20% prefer inalsa whereas l0% said maharaja is best. 4) What are the strengths of Bajaj home appliances? TABLE-4 Strengths No. of Respondents Quality 55 Look 30 Price 15

GRAPHICAL REPRESENTATION:

INTERPRETATION: 45 respondent said quality is the Bajaj strength, 30 respondent said look is its strength whereas 15 said price as its strength. 5) What is the marketing prospect of Bajaj home appliances? Table 5 Marketing prospect of Bajaj Home appliances Percentage Good 60% Average 30% Bad 10% GRAPHICAL REPRESENTATION INTERPRETATION 60% of Respondent said good about marketing prospect of Bajaj home appliances, 30% said it as average whereas 10% said it as bad. 6) Are you satisfied with the margin you got by purchasing Bajaj home appliances? TABLE-6 Yes 70% No 30% GRAPHICAL REPRESENTATION INTERPRETATION 70% of the Respondent are satisfied by the margin whereas 30% Respondent are not satisfied by the margin. They want more margin

on Bajaj home appliances.

7) How much percentage of Respondent prefer following a gifting brands? TABLE 8 Brands Percentage of customer Philips 30% Bajaj 25% Usha 25% Inalsa 10% Maharaja 10% GRAPHICAL REPRESENTATION INTERPRETATION The above table shows that 30% of Respondent want to purchase Philips .25% of Respondent want to purchase bajaj, 25% of Respondent want to purchase Usha & 10% of customers want to purchase maharaja&inalsa What are the reasons for switching Respondent from Bajaj electricals to other electrical Respondent? TABLE Reasons No. of respondents Large delay in servicing 65 Lack of marketing strategies 25 GRAPHICAL REPRESENTATION INTERPRETATION From the above table we conclude that major reasons for switching

buyers to other brand are large delay in servicing & lack of market strategies. 9) How would you rank Bajaj electrical on a scale of 10? TABLE Rank 1 25 Rank 2 50 Rank 3 25 GRAPHICAL REPRESENTATION INTERPRETATION The above table shows that 45 respondents ranked Bajaj as second, 20 respondents ranked Bajaj as first whereas 25 respondents ranked Bajaj as third.

10. Does Free gift (or coupon redeemable for a gift, including a discount coupon) enclosed in the package along with a product, influence you when you purchase your gifting items. Yes 90 No 10 Total 100

11.You prefer home appliances products in __________ packaging. Favour Non Favour Total Small 60 40 100 Large 40 60 100 Total 100 100 100

12. How much preference do you give to that co. who offers ecofriendly packagings (like paper packs instead of poly packs)? Definitely will buy Will buy 60 Undecided 40 Will not buy Definitely will not buy Total 100

As value of Z fall in the rejection region, so we will accept H1 hence we conclude that organization prefer to buy products from co. which offer Eco-Friendly packaging. 13.How satisfied are you with the packaging offered by the Bajaj electrical ltd.?

Very satisfied 20 Somewhat satisfied 60 Somewhat dissatisfied 20 Dissatisfied Total 100

People do not give high importance to packaging only and there are other parameter also which have impact on the buying behavior of the purchasing department of any organization. SWOT ANALYSIS Strengths: Brand image Product quality Product awareness in the market. Dealers distributed widely across the country. Good will in the market. Older player in the market. Weakness: Lack of market strategies. Lack of advertisement. Delay in servicing facility. Lesser promotion effort. Opportunities: Take advantage of brand image of Bajaj electrical limited" Ability to convince the Respondents through market representation. Joint venture would increase database& product range. Increase their presence at dealer point. To use market leader strategies.

Threats: Presence of other competitors with good capture of market eg Philips, Usha, inalsa. Loyalty of consumers to other brands.

CHAPTER 5 FINDINGS & SUGGESTION FINDINGS From the analysis following inferences can be drawn: Some of the Respondents mainly prefer to purchase Bajaj electrical items than to others because they have been users of Bajaj company for the last 5-6 years. Secondly because of background reputation of the company. Dealers are at the View, that the company needs to have some incentive schemes to promote more sales because philips and Usha are giving tough competition to Bajaj Electrical Limited. Most of the Respondents were the opinion that the company should adopt better methods for promoting their brand due to the entrance of the company's brand. More promotional efforts are needed on the part of the company in media advertising so that each and every person comes to know about the Bajaj electrical items.

 Most of the buyers give their preference to quality and service of home appliances. Therefore company should take proper steps for improving the service facility for Bajaj home appliances. The purchase decision of the Respondents is mostly influenced by dealers due to their hold on the product and experience in dealing with that product. So it is very necessary to have very good relationship with dealers & to give them benefits as far as possible. buyers of Bajaj electrical products prefer the overall look as compare to other electricals. So the company should try to maintain it always. RECOMMENDATIONS I would like to recommend some points to the company. This is on the basis of the survey and analysis of the study conducted at Jammu 1) The company should keep up its good work and should provide good sere-ice for its product at proper time, so that that the major dissatisfaction among the dealers and buyers is not created. 2) The company should give much emphasis on incentive schemes and more margin of profit so that dealers are able to make more sales and have more profit for the company. 3) Since the purchase decision of the buyers is mostly influenced by the dealers therefore the dealer should be fully equipped with the best of information and some gifts at certain purchases. 4) The company should work on positioning i.e. act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. 5) Company should use differentiation tools: In product differentiation it should focus on- Form Features

 Performance Durability Reliability Repairability Design In service differentiation it should focus on- Ordering ease Delivery Installation Customer consulting Maintenance & repair Miscellaneous In personnel differentiation it should focus on- Competence Competence Courtesy Credibility Reliability Responsiveness Communication In channel differentiation it should focus on- Coverage Expertise Performance In image differentiation it should focus on- Symbols Symbols Colors Slogans Special attributes

6) Company should also focus on events and sponsorships. 7) As Philips and Usha are market leaders whereas Bajaj is market challenger in home appliances it should use market challenger strategies which are given below Frontal attack: In pure frontal attack, the attacker matches its opponent's product, advertising. price & distribution. The principal of force says that the side with greater manpower will win. Flank attack: The major principal of offensive warfare is concentration of strength against weakness. Encirclement attack: The encirclement maneuver is an attempt to capture a wide area of the enemy's territory. Bypass attack: The most indirect assault strategy is bypass. It means bypassing the enemy and attacking easier markets to broaden one's resource base. Guerrilla warfare: It consists of waging small intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds. Wall paintings, pamphlets_ distribution procedure in the public can also help in the promotion of Bajaj home appliances.

BIBLIOGRAPHY Two or three constitutes a success BIBLIOGRAPHY WEBSITES www.bajajelectrical.com www.google.com MAGAZINES Business in India BOOKS Marketing Management by Philip Kotler QUESTIONNAIRE NAME OF DEALER: ADDRESS: NAME OF SHOP: Which home appliances do you use as a gift items? Bajaj [ ] Usha [ ] Philips [ ] Maharaja [ ] Inalsa [ ]

 Which home appliances do you think is best & why? 1)Bajaj 2) usha 3)Philips 4)maharaja 5)inalsa What are the strength of Bajaj home appliances ? What is the marketing prospect of Bajaj home appliances ? Good [ ] Average [ ] Bad [ ] Are you satisfied with the margin you are get by buying Bajaj home appliances? Yes [ ] No [ ] For which brand of home appliances the demand is high? Bajaj [ ] Usha [ ] inalsa [ ] philips [ ] maharaja [ ] How much percentage of Respondents prefer following brands home appliances ? Bajaj [ ] Usha [ ] inalsa [ ] philips [ ] maharaja [ ] What are the reasons for switching users from Bajaj electrical to other electricals? 1)Large delay in servicing 2)Lack of marketing strategies How would you rank Bajaj electrical on the scale of 10? ____________________________________