DEALERS PERCEPTION ABOUT Khaitan Fans

REPORT PREPARED BY, Harsh Vikram singh (11081)

WORK CARRIED AT Khaitan fans, delhi Submitted in partial fulfillment of the requirement of Summer Internship Program Under the Guidance of Mr. Manish goel Area sales Manager, Khaitan fans Delhi

Certificate of the Company This is to certify that Mr/Ms_________________________ currently studying Post Graduate Diploma in Management at SDM Institute for Management Development, Mysore has satisfactorily completed Summer Internship project titled _____________________________________________ _________________________________________________ related to _________________stream of Management from ____________to

________.

Signature:
Name: Name & Address of Organization:

Date:
Place:

Organizational Stamp:

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Certificate by the college This is to certify that Roll No___________ Mr. /MS ____________________ Of PGDM Batch 2011-13 has satisfactorily completed Summer Internship Project titled _________________________________________________________ at M/S_____________________________ located at ____________ from _______________ to ______________ to partially fulfill the requirements Of the PGDM program under my guidance.

Signature: Name:

Date:

Designation: SDM Institute for Management Development, Mysore. Institute Stamp:

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EXECUTIVE SUMMARY
Dissertation Title: Dealers Perception about Khaitan Fans Supervisor: Mr. Manish Goel Name of the Student: Harsh Vikram Singh (11081)

Over the past five decades Khaitan elecrtical Limited, has emerged as Indias largest electrical appliances company caring to the needs of families in the country. Khaitan electrical Limited has the widest product portfolio covering all aspects of the appliances making it the only brand to offer TOTAL ELECTRICAL PRODUCTS to the customer. The product range includes ceiling fans,table fans, wall mounting fans, pedestal fans,Air circulator fans,ventilating fans,High speed fans and many other small electrical appliances. The project has perormed in the marketing wing of khaitan fans. The company has a wide distribution network in the country. Company has direct dealers, distributers and sub dealers. The project was mainly a market research to get to know how much the dealers are satisfied with the company. The work location assigned to me was Delhi.To fulfil this objective, I met the main direct dealers and few sub dealers. I had spent considerable amount of time in collecting data. I had collected the details such as the performance of the company products, trade scheme details, after sales service etc. All these information were really helpful to accomplish the objective. During the study I had realised that most of the dealers were not happy with the service provided by the company. They are finding it difficult to resolve the issues in Electrical appliances. The survey explored most of the problems that the dealers and company facing in the market, and its output will help the company to overcome all these in future. There are more opportunities in the market which the company can capture and fulfil its dream Every House has atleast one khaitan product.

Signature of the student Harsh Vikram Singh

Khaitan Fans

Signature of the guide Mr. Manish goel

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ACKNOWLEDGEMENT
I take the opportunity to express my deep gratitude to Mr. Manish Goel (Area sales manager) and Rajeev Rana(Manager) for taking me as a summer trainee & extending me his full support & co-operation towards the completion of this project. I am really grateful for their valuable suggestions and feedback. I am indebted to Mr. Sushil, Product Manger khaitan fans for granting me this splendid opportunity to work for this project. I am really thankful to all other staff working in that office in Khaitan fans Delhi for providing me the necessary facilities and unmatched ambience that helped me in completing the project. I extend my heartfelt thanks to all the Territory Sales Officers and dealers for their valuable suggestions. Sincere appreciation is extended to prof. Mihir K.Mahapatra, the internal faculty guide of SDMIMD, for providing me with timely feedback and guidance for efficient execution of the Project. This opportunity was a great learning experience, which would not have been possible without the support from the management of SDM-IMD and I am indebted to them.

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Table of Contents
Certificate of the Company ..................................................................................................................... 2 Certificate by the college ........................................................................................................................ 3 EXECUTIVE SUMMARY ............................................................................................................................ 4 ACKNOWLEDGEMENT ............................................................................................................................. 5 Khaitan Fans Company profile ............................................................................................................. 9 Project Overview................................................................................................................................... 10 Objectives ............................................................................................................................................. 10 The Deliverables associated with the Project ....................................................................................... 10 Scope of the Study ................................................................................................................................ 10 Methodology......................................................................................................................................... 11 Analysis ................................................................................................................................................. 11 MARKET SEGMENTATION ..................................................................................................................... 11 DEMOGRAPHIC SEGMENTATION:- ............................................................................................... 12 GEOGRAPHIC SEGMENTATION..................................................................................................... 12 SWOT ANALYSIS .............................................................................................................................. 12 CURRENT SITUATION ............................................................................................................................ 13 MARKETING STRATEGY ......................................................................................................................... 14 Examples of smart objectives: .............................................................................................................. 15 PRODUCT DECISIONS: ..................................................................................................................... 15 PRODUCT LIFE CYCLE .................................................................................................................... 15 FOUR PS OF MARKETING .............................................................................................................. 16 Distribution Channel ............................................................................................................................. 17 CHANNELS OF DISTRIBUTION ...................................................................................................... 17 COMPETITIVE ANALYSIS ............................................................................................................... 18 STRENGTHS & WEAKNESSES OF COMPETITOR: ...................................................................... 18 SWOT ANALYSIS OF COMPETITORS:........................................................................................... 19 SERVICES............................................................................................................................................ 19 MARKET PENETRATION STRATEGY ........................................................................................... 19

Product Details ................................................................................................. 20

Functional Area ............................................................................................................................. 20 Aesthetic/look ............................................................................................................................... 21 Finish/ Polishing ............................................................................................................................ 22 Packaging ...................................................................................................................................... 23 Khaitan Fans Page 6

Sales man visit of the company ....................................................................... 24 Service from the Branch .................................................................................. 24 Order-time-supply ............................................................................................ 24 After Sales Service........................................................................................... 24
1) 2) 3) 4) 5) Availability of Spares ............................................................................................................. 24 Imparting product knowledge by the service division .......................................................... 25 Regular service training......................................................................................................... 25 Quick response from the branch service to your issues ....................................................... 25 On time product replacement .............................................................................................. 25

Commercial ...................................................................................................... 26
Trade Schemes .............................................................................................................................. 26 Scheme Settlement ........................................................................................................................ 27 New product launch/ extension ..................................................................................................... 28 Pricing ........................................................................................................................................... 28

Overall rating ................................................................................................... 29

Observations & Findings ...................................................................................................................... 31

Product Details ................................................................................................. 31

Functional Area ............................................................................................................................. 31 Asthetic/ Look ............................................................................................................................... 31 Finish/ Polishing ............................................................................................................................ 31 Packaging ...................................................................................................................................... 31

Salesman visit of the company ........................................................................ 31 Service from the Branch .................................................................................. 31 Order time- supply ........................................................................................ 32 After Sales Service........................................................................................... 32
1) 2) 3) 4) 5) Availability of spare parts...................................................................................................... 32 Imparting product knowledge by the service division .......................................................... 32 Regular service training......................................................................................................... 32 Quick response from the branch service to your issues ....................................................... 32 On time product replacement .............................................................................................. 32

Commercial ...................................................................................................... 33
Trade schemes & Settlement ........................................................................................................ 33 Khaitan Fans Page 7

New product launch & extension ................................................................................................. 33 Pricing............................................................................................................................................ 33

Overall Rating .................................................................................................. 33 Brand Analysis:................................................................................................ 33 Attributes Ranking ........................................................................................... 43

Limitations of the study ........................................................................................................................ 44 Feedback from the dealers ................................................................................................................... 45 Positive Outlook & Suggestions ............................................................................................................ 45 Recommendations ................................................................................................................................ 46 Conclusion ............................................................................................................................................. 47 References48

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Khaitan Fans Company profile

Khaitan Electrical Limited is part of Khaitan fans Group. . The Khaitan Group was started in 1975 by S K Khaitan, and is largely owned by the family. The group has revenues of over `10 billion with a presence across India and several international markets. Over the past Three decades Khaitan electrical Limited, has emerged as Indias largest Electrical appliances company fulfilling to the needs of families in the country. Every khaitan brand product is built on the pillars of safety, innovation, durability and trust, making the brand the first choice in millions of homes. Today, Khaitan Electricals Limited has the widest product portfolio covering all aspects of the house making it the only brand offer TOTAL ELECTRICAL RODUCTS to the customer. The product range includes ceiling fans,table fans, wall mounting fans, pedestal fans,Air circulator fans,ventilating fans,High speed fans and many other small electrical appliances. . Khaitan Fans also offers latest fans with the widest range of options in terms of design, choice of materials, accessories and hardware. It used to be the market leader in its segment and in fact is the one of the player that covers all ranges in fans. Khaitan fans is also the first Electrical Company in India to receive the ISO 9001:2001 Certification. Khaittan exports its products to USA, Europe, South Africa, Kenya, Australia, Singapore, Middle East, Sri Lanka and many other countries. Products manufactured by Khaitan fans meets every relevant global standard such as CE, GS, UL etc. It has a wide distribution network in the country. Other than the direct dealers and sub dealers it has retail showrooms also - khaitan fans (offering all its products & solutions).products offered by Khaitan are Good in Quality. Khaitan Fans has scaled many new heights in the year 2009-2010. The company has crossed the `300 Crores mark in turn over and closed with `316 Crores for the year. In the current year, new innovative products were launched. These products are giving Khaitan the competitive edge in the market. Khaitan is Indias most awarded electrical appliances brand. It got the awards such as Best Brand, Franchise, Long lasting brand etc.

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Project Overview
The project is been performed in the marketing wing of Khaitan Fans. The objective of the project is to find out the perception of major dealers about the brand, Khaitan fans. The company wants to get a clear idea about how dealers think about companys products, services and offers and how company can improve the relation with their dealers.

Objectives
The main objectives of my study are as follows: To find out the perception of the major dealers about Khaitan fans. To find out how much they are satisfied with the schemes Khiatan fans offers. To know the brand preference of dealers with the competitors of Khaitan fans. To know the performance, after sale service, pricing of the Brand. To find out the importance of dealers satisfaction strategy. To collect any other suggestions which is helpful to improve the relation with the dealer

The Deliverables associated with the Project

The deliverables associated with the project are as follows: Data Collection: The project is in marketing area. I had spent considerable amount of my time in collecting data from major dealers of Khaitan Fans. The dealer details have been provided from the Delhi office. Findings and Analysis: After collecting the required data, the data had been sorted and analyzed. Proper qualitative and quantitative analysis had done which helped to find out certain problem faced by the company. Recommendations: Based on the results of the analysis, I refer some suggestions which the company can adopt for better performance.

Scope of the Study

A. The study helps us to get an overview of the impression of the company in the present working scenario.

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B. It provides a comparison of Khaitan with other brands. C. It gives the average market share of Khaitan and competitors in different products. D. Company get to know its strength and weakness when compared to its competitors. E. They can improve on the fields where it lacks dealer satisfaction and try to achieve increased sales through a satisfied dealer.

Methodology
The methodology followed: Understood the company policies and product portfolio of the company, which helped me while having a discussion with the dealers. Understood company offers and discounts that offered to both dealers and the customers. Had a discussion about the problems faced by each dealer. Found out what they think about other brands in the same industry. Collected all the details required, analyze and suggest how the company can improve the relation with its dealers.

Analysis
The questionnaire consists of 12 main questions which have divided into sub parts to get the details of individual products. The main intention is to get the perception of dealers about the Brand khaitan and its products.

MARKET SEGMENTATION:
TARGET SEGMENT BUSINESS CLASS HIGHER INCOME CLASS HIGHER MIDDLE CLASS

Market segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs Variables Used for Segmentation
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Khaitan Fans

DEMOGRAPHIC SEGMENTATION:-

(a)It is for all age group (b) Income-low,middle and high end customers (c)Occupation-all types of working and non-working people
GEOGRAPHIC SEGMENTATION:
Company has not set geographic target area. By leveraging the benefits of liberalization and integration of the markets of the world, It will seek to serve both domestic and international customers.

Metropolitan Cities, major cities of the states, and towns. Density of Area: Semi-urban, Rural.

SWOT ANALYSIS: SWOT analysis is a framework for analyzing your strengths and
weaknesses, and the opportunities and threats you face. This will help you to focus on your strengths, minimize weaknesses, and take the greatest possible advantage of opportunities available. STRENGTH:

We are able to respond very quickly as we have no red tape, no need for higher management approval, etc. Our biggest strength is our market segmentation. We have low priced fans Not only is this we also cater to the needs of the middle class consumers. Hence it is catering to the needs of both the segments. Thus we have reduced its risk by not targeting only one kind of the market. We have launched many economy fans This helped them remain loyal to their high-end customers. We are also known for our designs and varieties. We are able to give really good customer care, as the current small amount of work means we have plenty of time to devote to customers Our lead consultant has strong reputation within the market We can change direction quickly if we find that our marketing is not working We have little overhead, so can offer good value to customers

WEAKNESSES:
Our company has no market presence or reputation We have a small staff with a shallow skills base in many areas We are vulnerable to vital staff being sick, leaving, etc. Our cash flow will be unreliable in the early stages
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Khaitan Fans

Though the quality and performance of Khaitan fans has been reasonably good it is not at par with Haavells or Compton.

OPPORTUNITIES:
Our business sector is expanding, with many future opportunities for success Our local council wants to encourage local businesses with work where possible Our competitors may be slow to adopt new technologies It is expected that there will be 15% growth in demand for fans with a boom in the real estate sector and the market is looking for different models suiting the new pattern for decor and housing arrangements. Thus given its variety and designer models Khaitan has great opportunity over the years to come. Moreover Chinese influx in Indian market is likely to end with Chinese government withdrawing manufacturing incentives and appreciating RMB by 10%. This would give Indian manufacturers a more competitive edge domestically as well as globally. Khaitan has a good opportunity for tapping a large percentage of unorganized sector in which the cheap Chinese assembled fans play a major role. It is also widening its distribution network by opening various retail outlets in many parts of the country. In fact Khaitan is targeting 22% of the Indian market by 2010.

THREATS:
Will developments in technology change this market beyond our ability to adapt? A small change in focus of a large competitor might wipe out any market position we achieve The consultancy might therefore decide to specialize in rapid response, good value services to local businesses. Marketing would be in selected local publications, to get the greatest possible market presence for a set advertising budget. The consultancy should keep up-to-date with changes in technology where possible. A growing unorganized sector is a continual worry for HAEIR. The current share of the organized sector is 50% and is increasing at a rapid rate. HAEIR has to be constantly on its toes to advertise their products better at the same time keep the prices low. Otherwise the unorganized sector may eat up its market share. Unorganized sector is a big threat to the company.

CURRENT SITUATION: BACKGROUND:

Rapid development of industries, construction and infrastructure fields augured necessity for various electrical devices and equipments. Electrical devices, accessories and equipments are prerequisite in every Industry and field for diverse operations.
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CORPORATE INFO:
Holding the true spirit of commitment to customer satisfaction Khaitan fans. Lmt. is enriching lives of people with the same ingenuity and enthusiasm as they planned.

CORPORATE MISSION STATEMENT: Our mission is to Quality without compromises second to none requires appropriate planning, investment in most up-to-date technology and best technical people having thorough knowledge, experience of the industry. So we need to combine quality, innovation and style for the comfort and convenience of your home. CORPORATE AIM:
To serve clients with utmost dedication and integrity so that we exceed their expectations and build enduring relationships. To offer unparalleled quality of service through complete knowledge of products, constant innovation in services and use of the latest technology. To always give honest and unbiased financial advice and earn our clients' everlasting trust. To serve the community by educating individuals on the merits of financial planning and in turn help shape a financially strong society. To create value for all stake holders by ensuring profitable growth. To build an amicable environment that accords respect to every individual and permits their personal growth. To utilize the power of team work to function as a family and build a seamless organization.

CORPORATE VISION STATEMENT:

To be the most admired brand in India providing innovative, state of the art, user friendly products of lasting value to our customers, to make their today better than yesterday.

MARKETING STRATEGY- We would be specific towards our goal and try our level best to
achieve it.

Specific- We would be specific towards our goal and try our level best to achieve it. Measurable-we would try to achieve the desired goal. Achievable- The objective is achievable with all the available resorces and through dedication of work. Timed- we would achieve our targets by one year of launch. Realistic-we have all resources like men, money,material to achieve our objective. We have all the men, money, material to achieve our objective

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Examples of smart objectives:

1.Profitability Objective-To achieve a 30% return on capital employed within a year of

launching a product. 2.Market share objective-To gain 30% of the market share within a year of launching. 3.Promotional Objective-To promote our product to the fullest through all types of mass communication. 4.Objective for survival-To survive the current double-dip depression.

1. Profitability objective: To achieve a 30% return on capital employed within a

PRODUCT DECISIONS: FEATURES:

Features of all the Khaitan fans are different. But these are some a prominent feature for which Khaitan is well known: Cost effective Large variety Less power consumption Nice all round performance Strong regulators Effective air movement to suit exact requirement for ventilation Low temperature rise leading to longer bearing life Specially designed blades for better performance and non-overloading characteristics Stable speed voltage motor characteristics leading to excellent low voltage performance Designed to comply with abnormal test conditions as per international safety standards Higher Air Delivery Power Ratio (ADPR) for ultimate performance.

PRODUCT LIFE CYCLE

Our product lies in introduction stage. Slow sales Products are non existent Heavy expenses incurred with product introduction

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 High costs per customer Profits are negative Less competitors Customers are innovative

FOUR PS OF MARKETING
. PRODUCT

The prices of all kinds of product differ. The prices differ on the bases of size, features, and looks.

PRODUCT LINE EXTENSION: Khaitan has extensive range of product line. Khaitan manufactures different types of ceiling fans with improved features being added to the product line. The very recent addition is the companies low priced fan PAWAN. Khaitan not only offers ceiling fans but also ceiling fans accessories such as Resistance type Regulators, CAPCON capacitor type regulator, CHANDY (four way light attachment), PRETTY (single dome light attachment). Khaitan manufactures fans of various sizes to meet the consumer and the room requirements. Ceiling fans: The Ceiling fans are available in the following sweep sizes: 1600mm, 1400mm, 1350mm are suitable for large Room size. 1100mm is suitable for medium room size. 500mm is the smallest size Khaitan offers.

.PLACE:Every part of India-Urban and Rural which includes all small and large cities of the country. part of India-Rural and urban which includes all small and large cities of the country.

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PROMOTION:
Mass advertising TV Trade promotions in store display, samples Hoardings Campaigning activities Sponsorship activities Road shows Banner and hoardings with a tag line Sirf naam hi kafi hai

.PRICE:

It would be different from model to model like more would be the price of high class of models and less of low class of model. Designer fans would be costlier of all. Distribution Channel
0 Level: Khaitan Customers (Through its own showrooms) 1 Level: Khaitan Retailer Customer 2 Level: Khaitan distributor Retailer Customers 3 Level: Khaitan Wholesaledistributor Retailer Customers

CHANNELS OF DISTRIBUTION:
As a company, dealers and distributors play a major role in serving customers, while growing and sustaining markets. Khaitan has a network of strong and dedicated distributors and dealers. A network that has helped Khaitans name and its promise of reliable quality to every part of the country. The power of this highly efficient and motivated network goes a long way to create goodwill for khaitan brand among countless consumers besides creating availability and after sales services. There are 2 channels of distribution one among them is a direct dealer network. A direct dealer is a dealer who is authorized to purchase the product directly from the company and sell. They have yearly targets given to them by the company .If they succeed in achieving those targets then there is a certain discount, which is offered to them. They are also rewarded
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on the basis of per fan sold. New plans launch ideas and sales strategies are shared with them at frequent meetings. The same goes with the distributors. The distributor has many dealers under him the distributor commands his margin on sales. Hence the price is likely to be slightly high.

COMPETITIVE ANALYSIS:
Identification Of Competitors PLAYERS IN THE MARKET
Padmini 6%

market share
Usha 23%

Khaitan 24%

Havells 21% Ortem 8% Crompto n 24%

STRENGTHS & WEAKNESSES OF COMPETITOR: COMPETITORS:

Khaitan has many competitors in the organized as well as the unorganized sector as unorganized sector supplies fans very cheap rates. Khaitans three major competitors in the industry are CROMPTON, USHA and Havells. There are also other product competitor like Padmini, and Bajaj. But they are not so much threat to us like those three. Crompton and Usha command the highest market share in the Indian fan industry i.e. 20% each. Followed by havells, which commands 18% in the industry. First in the league is khaitan with a market share of 24%.

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SWOT ANALYSIS OF COMPETITORS: CROMPTON

STRENGTH: Crompton has acquired super brand status. Super brand is a unique International recognition that is bestowed on brands that have emerged as icons in their category. In India, a council comprising eminent professionals from the fields of advertising, marketing, research and media was formed to determine India's most respected brands. Crompton is in d list of 134 selected brands. Thus, as a brand Crompton is much stronger than Khaitan. Crompton is a market leader with twenty percent of the market share in organized sector. Crompton enjoys a greatbrandloyalty.

WEAKNESS: Crompton fans are the costliest ones as compared to the other brands.

OPPORTUNITIES: Crompton has an excellent brand recall. Considering their market image and market share, there are great opportunities for Crompton as compared to khaitan. Crompton has a good opportunity for tapping a large percentage of unorganized sectors which contributes almost fifty percent of the total fan sales.

THREATS: A growing unorganized sector is a continual worry for Khaitan. The current share of the organized sector is 50% and is increasing at a rapid rate. Khaitan has to be constantly on its toes to advertise their products better at the same time keep the prices low. Otherwise the unorganized sector may eat up its market share. Unorganized sector is a big threat to the company.

SERVICES
Khaitan believes in quality without compromise. Khaitan has always offered excellent quality and service. Their products are testaments to the belief in excellence and are duly subject to the most stringent quality standards in the world. And as proof of their mettle and faith in quality, they took what may be regarded as the boldest-ever step in the fan industry: the introduction of the Replacement Bond. The Replacement Bond ensures that the customer always comes first. It is a bond signed by the Chairman of the Company, promising to replace any Khaitan fan with a manufacturing defect, discovered within one year of its purchase, with a new one. Till today, the idea goes unmatched by any competitor. This confidence in the fans is a result of dedicated service, commitment to quality and careful attention to detail.

MARKET PENETRATION STRATEGY:

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Finding place in various retail outlets. Opening khaitan exclusive stores. Trying to get more customers through a intensive distribution.

Product Details
Functional Area

This part helps to know the dealers perception about the functionality/ performance of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(a). (d) Zolta Fan The mean rating for this product was 6.58, which indicates a Satisfactory rating from the dealers. (e) ECR fans: The mean rating for this product was 6.4, which indicates a Satisfactory rating from the dealers. (f) Vento Fans: The mean rating for this product was 6.22, which indicates a Satisfactory rating from the dealers. (g) Sona Typhoon Pedestal fan: The mean rating for this product was 6.36, which indicates a Satisfactory rating from the dealers. (h) Platino pedestal fan: The mean rating for this product was 3.94, which indicates a Below Average rating from the dealers. (i) Merlin Monroe fan: The mean rating for this product was 4.14, which indicates a Below Average rating from the dealers. (j) Freshair marathon fan: The mean rating for this product was 3.66, which indicates a Below Average rating from the dealers. (k) ADPR ceiling fan: The mean rating for this product was 4.8, which indicates a Below Average rating from the dealers.
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(l) Charmy Hi-speed Wall fan: The mean rating for this product was 4.34, which indicates an Average rating from the dealers.
Aesthetic/look

This part helps to know the dealers perception about the Aesthetical/look of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(b). (a) Zolta Fan The mean rating for this product was 6.4, which indicates a Satisfactory rating from the dealers.

(b)ECR fans: The mean rating for this product was 6.6, which indicates a Satisfactory rating from the dealers. (c)Vento Fans The mean rating for this product was 6.54, which indicates a Satisfactory rating from the dealers. (d)Sona Typhoon Pedestal fan The mean rating for this product was 6.78, which indicates a Satisfactory rating from the dealers. (e)Platino pedestal fan: The mean rating for this product was 5.18, which indicates an Above Average rating from the dealers. (f)Merlin Monroe fan: The mean rating for this product was 5.34, which indicates an Above Average rating from the dealers.

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(g)Freshair marathon fan: :The mean rating for this product was 4.52, which indicates an Average rating from the dealers. (h)ADPR ceiling fan: The mean rating for this product was 6.1, which indicates a Satisfactory rating from the dealers. (i)Charmy Hi-speed Wall fan: The mean rating for this product was 4.84, which indicates an Average rating from the dealers.
Finish/ Polishing

This part helps to know the dealers perception about the Finish/Polishing of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(c). (a) Zolta fans: The mean rating for this product was 5.7, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 6.38, which indicates a Satisfactory rating from the dealers. (c) Vento fans: The mean rating for this product was 6.36, which indicates a Satisfactory rating from the dealers. (d) Sona Typhoon fans: The mean rating for this product was 6.5, which indicates a Satisfactory rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 4.94, which indicates an Average rating from the dealers. (f) Merlin Monroe fans:

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The mean rating for this product was 4.94, which indicates an Average rating from the dealers. (g) Freshair marathon fans: The mean rating for this product was 3.96, which indicates an Below Average rating from the dealers. (h) ADPR ceiling fans: The mean rating for this product was 5.82, which indicates a Above Average rating from the dealers. (i) Charmy Hi-speed wall fan: The mean rating for this product was 4.8, which indicates an Average rating from the dealers.
Packaging

This part helps to know the dealers perception about the packaging of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(d). (a) Zolta fans: The mean rating for this product was 6.62, which indicates a Satisfactory rating from the dealers. (b) ECR fans: The mean rating for this product was 6.72, which indicates a Satisfactory rating from the dealers. (c) Vento fans: The mean rating for this product was 6.6, which indicates a Satisfactory rating from the dealers. (d) Sona Typhoon fans: The mean rating for this product was 6.48, which indicates a Satisfactory rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 5.72, which indicates an Above Average rating from the dealers. (f) Merlin Monroe fans:

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The mean rating for this product was 5.76, which indicates an Above Average rating from the dealers. (g) Freshair marathon fans: The mean rating for this product was 4.66, which indicates an Average rating from the dealers. (h) ADPR celing fans: The mean rating for this product was 6.32, which indicates a Satisfactory rating from the dealers. (i) Charmy Hi-speed wall fans: The mean rating for this product was 4.96, which indicates an Average rating from the dealers.

Sales man visit of the company

This gives the perception of dealers about the sales man visit of the company. Statistical data is given in Annexure 1(e). Dealers are satisfied with the sales man visit. The average satisfaction level is 6.92.

Service from the Branch

It shows how much dealers are happy with the response from the branch. Statistical data is given in Annexure 1(e). It shows an average of 5.5. i.e. above average.

Order-time-supply
It shows the frequency match between order and supply. It gives a fair idea about whether the dealers are satisfied with the supply from company. Statistical data is given in Annexure 1(e). It gives a fair value of 6.14, the dealers are satisfied with the supply of the products.

After Sales Service

1) Availability of Spares

As we know, for a product based company like Khaitan fans service should be the 1st concern. Customers are giving most priority for after sales. This part gives how much dealers are satisfied with the company service. Statistical data is given in Annexure 1(f) (a) Zolta fans:
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The mean rating for this product was 5.7, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 5.54, which indicates a Above Average rating from the dealers. (c) Vento fans: The mean rating for this product was 5.36, which indicates a Above Average rating from the dealers. (d) Sona typhoon fans: The mean rating for this product was 5.5, which indicates a Above Average rating from the dealers. (e) Charmy Hi speed wall fans: The mean rating for this product was 3.64, which indicates an Below Average rating from the dealers. (f) Platino pedrstal fans: The mean rating for this product was 3.54, which indicates an Below Average rating from the dealers. (g) Merlin-monroe fans: The mean rating for this product was 3.3, which indicates an Below Average rating from the dealers. (h) Fresh air marathon fans: The mean rating for this product was 5.0, which indicates a Average rating from the dealers. (i) ADPR ceiling fans: The mean rating for this product was 3.88, which indicates an Below Average rating from the dealers.
2) Imparting product knowledge by the service division 3) Regular service training 4) Quick response from the branch service to your issues 5) On time product replacement

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This gives a feedback of how much the dealers are satisfied with the details provided by the company, service training, and branch response and product replacement. Statistical data is given in Annexure 1(g) The mean value for product knowledge is 3.4, i.e. Below Average. The mean value for service training is 2.18, i.e. Poor. The mean value for product knowledge is 3.4, i.e. Below Average. The mean value for product knowledge is 3.6, i.e. Below Average.

Commercial
Trade Schemes

It gives the perception of dealers about company trade schemes and the scheme settlement. Statistical data is given in Annexure 1(h) (a) Zolta fans: The mean rating for this product was 5.8, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 5.84, which indicates a Above Average rating from the dealers. (c) Vento fans: The mean rating for this product was 5.64, which indicates a Above Average rating from the dealers. (d) Sona typhoon fans: The mean rating for this product was 5.8, which indicates a Above Average rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 5.28, which indicates an Above Average rating from the dealers. (f) Merlin Monroe fans: The mean rating for this product was 5.38, which indicates an Above Average rating from the dealers. (g) Freshair marathon fans:
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The mean rating for this product was 4.38, which indicates an Average rating from the dealers. (h) ADPR ceiling fans: The mean rating for this product was 5.68, which indicates a Above Average rating from the dealers. (i) Charmy Hi speed wall fans: The mean rating for this product was 4.86, which indicates an Average rating from the dealers.

Scheme Settlement
(a) (A) Zolta fans: The mean rating for this product was 5.36, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 5.18, which indicates a Above Average rating from the dealers. (c) Vento fans: The mean rating for this product was 5.12, which indicates a Above Average rating from the dealers. (d) Sona Typhoon fans: The mean rating for this product was 5.18, which indicates a Above Average rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 5.14, which indicates an Above Average rating from the dealers. (f) Merlin Monroe fans: The mean rating for this product was 5.02, which indicates an Above Average rating from the dealers. (g) Freshair marathon fans: The mean rating for this product was 4.36, which indicates an Average rating from the dealers. (h) ADPR fans:

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The mean rating for this product was 5.04, which indicates a Above Average rating from the dealers. (i) Charmy Hi speed wall fans: The mean rating for this product was 4.64, which indicates an Average rating from the dealers.

New product launch/ extension

This part tries to find out the dealer satisfaction of new products launched by the company or the new product extensions. Statistical data is given in Annexure 1(i) (a) Zolta fans: The mean rating for this product was 5.08, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 5.66, which indicates a Above Average rating from the dealers. (c) Vento fans: The mean rating for this product was 3.72, which indicates an Below Average rating from the dealers. (d) Sona typhoon fans: The mean rating for this product was 3.44, which indicates an Below Average rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 4.8, which indicates a Average rating from the dealers. (f) Merlin Monroe fans: The mean rating for this product was 4.16, which indicates an Average rating from the dealers.

Pricing
This part helps to know the dealers perception about the pricing of different products. It has further sub divided into nine referring to nine products. The statistical analysis and graphs are provided in Annexure- 1(j).

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(a) Zelto fans: The mean rating for this product was 5.2, which indicates a Above Average rating from the dealers. (b) ECR fans: The mean rating for this product was 5.32, which indicates a Above Average rating from the dealers. (c) Vento fans: The mean rating for this product was 5.3, which indicates a Above Average rating from the dealers. (d) Sona typhoon fans: The mean rating for this product was 5.28, which indicates a Above Average rating from the dealers. (e) Platino pedestal fans: The mean rating for this product was 4.12, which indicates an Average rating from the dealers. (f) Merlin Monroe fans: The mean rating for this product was 4.48, which indicates an Average rating from the dealers. (g) Freshair marathon fans: The mean rating for this product was 4.36, which indicates an Average rating from the dealers. (h) ADPR fans: The mean rating for this product was 5.04, which indicates a Above Average rating from the dealers. (i) Charmy Hi speed wall fans: The mean rating for this product was 4.64, which indicates an Average rating from the dealers.

Overall rating
This part helps to know the dealers perception about the brand Khaitan fans. The statistical analysis and graphs are provided in Annexure- 1(k).

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The average overall rating of the Brand is 5.76. The company has a very good brand name. The rating would have been above 6 or 7, if the servicing and spare parts availability is prompt.

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Observations & Findings

Product Details
Functional Area

From the statistical analysis we can find that Zelto fans, vento fans, ECR fans and Merlin Monroe fans are having a Below Average rating. But this may not be necessarily because of the product performance. Almost every dealer complained about the poor service and the non availability of spare parts for these products. So the quality may be comparable with other brands, but servicing is not up to the mark.
Asthetic/ Look

In general, the surveyed dealers positive feedback on the Aesthetic/ look of the products.
Finish/ Polishing

In general, most of the products have a good feedback except for ADPR fans. The other brand vento fans has better appearance and finishing. Even they are more attractive to customers too. Also some dealers have complained about a fungal problem on the fans wings. It fades the colour of the wings too.
Packaging

Generally, all the dealers have good opinion about the packaging. To make it more attractive to customers, we can adopt a better packaging for Zelto fans and small appliances.

Salesman visit of the company

All the territory sales officers have a very good relation with the dealers, which is a positive feedback for the company. Company has to extend this in the case of service person visit which is more important.

Service from the Branch

During the data collection time, I got to know that the dealers near to the branch are really happy with the service from Branch, but those are very far from the branch are not satisfied. So the branch service should be better towards the northern part of delhi and some parts of NCR. The responding time taken is not acceptable for a product based company.
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Order time- supply

Company is fairly doing well in this area. But in some places, there is shortage in supply.

After Sales Service

1) Availability of spare parts 2) Imparting product knowledge by the service division 3) Regular service training 4) Quick response from the branch service to your issues 5) On time product replacement

This is the area where the company has to give 1st priority. Every dealer complained about the availability of spares and service provided by the company. If we look at the statistical data, its clear that the service and parts availability for electrical appliances is below average. Because of the poor performance in this, many dealers are not taking the electrical appliances these days. What they told is company has a very good product range, but the service is still applies to fans. More details are given in the below parts. From the discussion, its clearly understood the dealers are not satisfied with the product knowledge provided by the company. The after sales from the company are not up to the level when compared with any of the competitors. There should be demonstration of new products during its launching. All the doubts should be clarified by the service division, and then only the dealers can manage the customers properly. Likewise company doesnt provide any service training. At the same time, most of the competitors are providing service training. Its a big advantage for them. To compete in such an industry, service training is most crucial part. If company provides training, the dealers themselves can handle the issues. The response of the branch to these issues is below average satisfaction level. The product replacement time is high for the company. Sometimes it goes to 5-6 months delay. So the company and the dealers are losing their customers. Since there is a delay in replacement, dealers give new products to customers and bearing loss for that. It is one of the crucial areas where company has to concentrate.
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Commercial
Trade schemes & Settlement

Most of the dealers are satisfied with the trade schemes that the company offers. Settlement is also proper with most of the dealers. But in certain places, the settlement takes time. There are delays with more than 6 months. Company should try to settle the schemes in the same bill.
New product launch & extension

The dealers are satisfied with the new launches of fans and other products. But they are not appreciating new products of company. Its because of the scarcity of the parts and poor service provided.
Pricing

The findings show that most of the dealers didnt find any difficulty of fans pricing. At the same time the pricing of another appliances are costlier. Its not only the price, the quality and the service provided by the company is also a reason for this. The price and the quality are not matching.

Overall Rating
Most of the dealers have given above average ranking for this. People are asking for the brand Khaitan while purchasing because of its tradition and advertisement. But the company lacks satisfied remark from the dealers due to inefficiency in after sales service and spare parts availability. Company can make lots of improvement in this.

Brand Analysis:
This part of the questionnaire tried to analyse the market share of Khaitan products compared to major competing brands. But most of the dealers are not ready to reveal the exact sales figures. So it was difficult to find out how competitive Khaitan is. The dealers have given the names of brands which sells more products in each category. A weight was assigned to each position and the cumulative total was calculated. These cumulative totals were used to arrive at an approximate market share of each brand for each product. The findings of this study are presented below in pie-charts.
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Sona typhoon:

Sona typhoon

10% 16%

5%

69%

69%-Khaitan 16%-Havells 10%-USHA 5%-Padmini

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ADPR fans:

ADPR fans
5% 5% 8% 70% 6% 6%

70%-Khaitan 8%-USHA 5%-Havells 5%-Padmini 6%-Crampton 6%-Bajaj ECR fans:

ECR fans
10% 25%

33%

32%

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25%-khiatan 32%-Havells 33%-USHA 10%-Bajaj

Charmy Hi speed wall fans:

Charmy Hi speed wall fans

1% 5% 8% 70% 12% 4%

70%-Havells 8%-khaitan 5%-Bajaj 12%-Crampton 4%-USHA 1%-Padmini

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Platino pedestal fans:

Platino pedestal fans

5% 7% 25% 28%

13%

22%

25%-Khaitan 28%-USHA 22%-Havells 13%-Padmini 7%-Crampton 5%-Bajaj

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Freshair marathon fans:

Freshair Marathon fans

8% 25%

43% 24%

24%-Havells 25%-Crampton 43%-Bajaj 8%-khaitan

Merlin Monroe fans:

Merlin Monroe fans

16% 6% 25%

18% 35%

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35%-crampton 25%-Khaitan 18%-Bajaj 16%-USHA 6%-Padmini

Zolta fans:

Zolta fans
11% 26% 63%

63%-Khaitan 26%-Havells 11%-PAdmini

Merlin Pedestal:

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Merlin pedestal fans

18% 5%

56% 21%

56%-Khaitan 21%-Havells 18%-Crampton 5%-USHA

Tycoon Rainbow pedestal:

Tycoon Rainboe Pedestal

7% 23.00% 40%

30.00%

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40%-Crampton 30%-Khaitan 23%-Havells 7%-Padmini

Flora Pedestal:

10% 16%

6%

60% 8%

60%-Crampton 165-Havells 10%-Khaitan 8%-USHA 6%-Padmini

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Sona pedestal:

7% 16% 42%

35%

42%-Crampton 35%-Havells 16%-Khaitan 7%-USHA

Merlin Mini:

20%

32%

14%

34%

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34%-Khaitan 32%-Havells 20%-Bajaj 14%-USHA

Freshairr deluxe:

Freshair Deluxe
18% 30%

52%

52%-Khaitan 30%-Havells 18%-USHA

Attributes Ranking
This part of the questionnaire asked the dealer to rank the different brands on the following attributes: Product Innovation Transparency in Deals Dealer Relationship Margin

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Consumer Pull Product Range New Products

The result has shown below Havells Product Innovation Transparency in deals Dealer Relationship Margin Consumer Pull Product Range New products 2 4 3 0 5 0 0 Crampto n 3 10 10 13 10 2 2 USHA 0 2 5 4 0 3 2 Bajaj 5 10 10 13 7 2 1 Khaitan 28 10 10 8 20 42 43 Padmini 12 14 12 12 8 1 2

The most favoured brand for the different attributes is given below: Product Innovation: Khaitan (56%) Transparency in Deals: Padmini(28%). Khaitan had only 20% preference. Dealer Relationship: Padmini has 24%. Khaitan, Pigeon and Butterfly (20% each). Margin: Havells and USHA (26%). Khaitan had only 16% preference. Consumer Pull: Khaitan (40%). In the case of Vento fans, there is no competition for Padmini Product Range: Khiatan (86%). New Products: Khiatan (86%)

Limitations of the study

We cant expect positive response from every dealer due to lack of interest or because of their busy work. So some data may vary from the real fact. Customers perception or expectation may vary across the country.

In the case of Consumer pull, for Fans, the first name comes is khaitan. For Cooler its Havells. In the case of small appliances Bajaj. So the comparison is difficult for certain questions. Also in the case of margin, different products will have different margin.

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Feedback from the dealers

Servicing is not proper from company side. There is a big delay in servicing of electrical appliances. Big shortage of spares of electrical appliances, it makes the servicing more difficult. Service person is not even bother to attend the telephone calls Some fans has low quality. Its has frequent problems. Most of the dealers are facing the quality issue for this product. Some quality issues with some products. Similar complaints are coming due to lack of quality and proper service. ADPR fans is a lower quality product. Its board and panel have complaints. Also the replacing amount is high for the panels. Lack of proper communication from the company. Sometimes the offer details are coming to the dealer after long time. Response from the service manager is poor. No service training or product demonstration. Lack of service centres and technicians. Wings of fans have no problembut it fades the colour of Wings. ECR fans brand has lower quality In very few cases, the wings are not of equal size. It may look like a small problem, but it reveals the carelessness. Delay in replacements and bill settlement. Sometimes the replacement takes a time of 5-6 months which is not acceptable Delay in settlement. The settlements should not happen in the same billing. There is no clarity in the billing. Quantity discount dates are not mentioned in the bill. Sales man visits are not frequent Some products finishing is average The sounds may come many times in fanstt. Service division shouldnt be dealt by the distributors The quality of the MRP sticker is poor, it fades easily

Positive Outlook & Suggestions

Company has a very good brand name among the customers. The advertisements are effective so that there is lots of enquiry about all the products. Customers trust the Brand
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khaitan fans. This is the competitive advantage of Khaitan over other brands. Company has a very good product range and now company has all the electrical products required in home. Now thinking about the current situation, Sales department of the company is not facing any threaten but the service department lacks everything. Servicing is the crucial part of any product based company. After sales is the main concern for any consumer. If the company cant give prompt service for its consumers, its a big mistake. Companys Fans division goes very well. Not many, but there are complaints about the service or spare availability.

Recommendations
Proper quality assurance/checking is mandatory for outsourcing products such as ECR fans etc. the company has a very repute in its tradition and quality, so it is the responsibility of the company to check the quality of outsourced products. More spares should be supplied to dealers, so that there wont be any shortage. Keep its billing as separate so that it will be easy for both the company and dealer. The competitors have service centres in major towns. So it is necessary for the company to start more service centres in major towns to assure timely service to every customer. More man power is required in the technician side. Skilled technicians are necessary. So company can give training for them There should be service training given to the dealers. Either company can offer training in the head quarters, or it should arrange service training in major cities. The company should insist the dealer to attend these training sessions. Certified training is the best option, so that the issues can be handled by the dealer itself and there wont be any delay in servicing. It will be good for the company to settle the schemes in the same bill that will increase the reputation of the company. It will reduce the paper works. Trade schemes should be held in such a way that the dealers will get enough time to sell the entire stock. A minimum of 2 months gap between the schemes. It will be helpful for the company too. Else people will think that the products will be available in discount price all the time.
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Proper communication is necessary about the schemes. Offer leaflets should reach the dealer at time. It will help them to handle the schemes easily New product demonstration is a very good initiative for the company. Company can either demonstrate it to the dealer or in an extended version; it can be done in public places or in shopping malls/Big bazaar etc. This will attract the consumers to the new products.

The guarantee details should be given in local language too (in guarantee card) so that there wont be any miscommunication.

Conclusion
The company has a bright future ahead. Electrical appliances are a big market. Company can penetrate into the market with more aggressive market strategies and advertisement. More over it should provide better quality products and after sales service. Thats what ultimately the customer wants.The company has very good staff and mostly skilled labours are working so company can easily bring back her reputation.khaitan just needs to work on after sale service area and should try to maintain good relationships with dealers so that there sales get increase.The company needs to become more innovative and must focus on advertisements so that they can get back their position in the market.Khaitan NAAM HI KAFI HAI will defiantly become best in electrical appliances. ----------------------------------------------------------------------------------------------------------------

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References
KRISHNA K HAVALDAR, VASANT M CAVALE, 2007, "Sales and Distribution Management: Text and Cases", Tata Mc Graw Hill Education Private Ltd. 2004, Sales and Distribution Management, ICFAI Publishing House Lawrence J. GITMAN, 2008, Principles of Managerial Finance" Dorlig Kindersley (India) Pvt. Ltd., Eleventh Edition PHILIP KOTLER, KEVIN LANE KELLER, ABRAHAM KOSHY,MITHILESHWAR JHA, 2009,"Marketing Management A South Asian Perspective ", Dorlig Kindersley (India) Pvt. Ltd., Thirteenth Edition

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