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Anil Kumar. P
Regd. No. 1225109303

Anchor Electricals is the leading manufacturing company which has a company profile of 40 year ago with a crystal clear vision Anchor has diversified its product base over the years and today caters to the almost all the household electrical and electronics needs. Anchor's technological strength is today on par with the best in the world.

Anchor manufactures over 3000 products under 20 major product groups and caters to core sectors of the Indian Economy viz., Electrical and Electronics Industry.
The wide network of Anchor's employees over 7000 people, 10000 dealers and more than 300000 retail outlets enables the Company to promptly serve its customers and provide them with suitable products, systems and services efficiently and at competitive prices.

* Anchor is the one of the leading company among all the players; they hold
the market share of 60% above of the nations.

* Anchor

was taken over by a Japan based electrical giants - Matsushita Electric Works Ltd. (MEW).

* Basically it is now as Panasonic

* Anchor

produces wide verity of electrical and electronic products in which in switches we can find the modular and non-modular switches. box fitting.

* The basic difference is which non-modular consist of screw and wooden * Where as modular switch's has modular plate of tri, penta etc.,

This research process is needed for Anchor electrical to analyze
the market share of Anchor Roma sale in Hyderabad and plan accordingly for the following: introduce their existing products into new market segments. the customers density is high.

* To launch new products of their company into market and

* It is also useful to expand their businesses in the areas where * To understand the customer satisfactory levels of present
products and thereby modify the products.

* It is also useful to know the weakness of the Anchor and

strengths of competitors and thereby to use a strategy to correct its weakness in the market and gain new opportunities.

* To study the market share of major brands selling modular switchs in * Market. * To study the customer need of the modular switchs. * To analysing the quality, pricing, dealer network & supplies of Anchor
when compared with other players.

* To study the strengths & weakness of Anchor.


* Since the data collected includes all the details of the monthly
turnovers, rating the quality, market pricing, dealer network & supplies of Anchor Roma. And it helps in estimating the market share of Anchor Roma.

* The period of the project was not sufficient to study all the factors in

* We cannot say that what the consumer have revealed will be right for
each and every situation because their perception is influenced by many factors.

* Some of the customers showed less interest in providing information and

havent cooperated.

* Due to time constraint the study is limited to Hyderabad only and the
sample size taken for the research is 125 units by selecting the respondents through random sampling technique.

Components Anchor Legrand ABB Havells Maru North west Total

Market share of eachMonthly turn over brand & its monthly turnover Percentage
27,021,000 3,543,000 7,83,000 3,390,000 39,23,000 1,53,000 98.43 12.90 2.85 12.34 14.29 0.55

38813000 Table1.11A. market share of different brands

100.00% 80.00% 60.00% 40.00% 20.00% 0.00%

98.43% 12.90% 2.85% 7,83,000 12.34% 3390000



14.29% 39,23,000

0.55% 1,52,000 North West




Havells percentages


Charts 1.11B. market shares of different brands

Constrains Respo nse 110 Percent age 88 No. of outlets selling Anchor Roma is

No. of outlets selling Anchor Roma is



Total no. of sample is

Tables1.12A. Responses of the outlets





No. of outlets selling Anchor Roma is 110 89% No. of outlets selling Anchor Roma is 14

Chart1.12B Response of outlet

Constrains Best Good Average Response 11 91 20 Percentage 8.8 72.8 16




125 100 Table 1.13A Anchor Roma quality

2% 9% a.Best b. Good c. Average d.Poor 73%


Chart 1.13B Anchor Roma quality

Constrains High At par with major brands Competitive Low Total Responses 33 44 48 00 Percentage 26.4 35.2 38.4 0

125 100 Table1.14A. Marketing price of Anchor Roma

Market priceing
0% 26% 39% High at par major brands

low 35%

Chart1.14B. Marketing price of Anchor Roma

Constrains Best Good Average Poor Total Responses 06 58 46 15 125 Table 1.15A. Dealer network Percentage 4.8 46.4 37 12 100

Dealer Network
12% 5% a. Best b. Good 37% 46% c. Average d. Poor

Chart1.15B. dealer network

Constrains Best Good Average Poor Total Responses 05 45 35 40 125 Table 1.16A supplies Percentages 4 36 28 32 100

4% 32% 36%

a. Best
b. Good c. Average d. Poor 28%

tables 1.16supplies

* *Anchor Roma is giving a good quality product & also Roma is

competing with other players.

*We also find some duplication problems in product. *There is a huge demand in the market for Roma; hence the
retailers & wholesalers are not satisfied with the supplies of product.

*There is a scope of creating artificial demand of a product. *Dealers suggesting to facilitate the replacement service for
modular switchs also.

SUGGESTIONS: Majority dealers and retailers suggested that the quality of Roma is good; there is a scope up gradation of technology. Anchor very much lacking behind supplies, due to this dealers are not able to get the product in time Dealers suggested having similar kind of discount offers for all. Need to concentrate on promotional activities Marketing executives should have regular contacts with dealers and retailers.

From the above marketing study conducted on modular switchs have a wide scope of growth in market. Even though Anchor is holding 60 percent share in the global market. Anchor is the one of the leading company. Their market area is vast so demand of the product is also high. Anchors strength is there goodwill, even people also believe the brand hence they less focus on promotional activities. Due to shortage of product customers and dealers are shifting to other company product. If the same scenario continues Anchor may loose there market and the competitor may have better edge than Anchor. Due to this reason only Havels & Legrand are equally competing with Anchor. As par the quality, market sales& pricing Anchor Roma is one of the best product and giving good competition, the maximum sales is of Roma itself. But when I approached the out lets some dealers & retailers felt the service of Anchor is not satisfied they even says that after the takeover of Panasonic the management function is not up to the expectations.