ZEETA ELECTRICALS ENGINEERING PVT.

LTD

AND

In partial Fulfillment of M.B.A. Programme of Gujarat Technological University, Ahmedebad

Submitted By:
Hitesh J. Thanki Enrollment No.:107110592039 Batch: 2010-2012

Guided By:
Mr. Shantanu sir (Faculty of JKPIM)

Submitted To: DR. J.K.PATEL INSTITUTE OF BUSINESS MANAGEMENT Affiliated To: GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD JUNE-JULY 2011

DECLARATION

I, the undersigned, Mr. HITESH J. THANKI, the Student of DR. J.K.PATEL INSTITUTE OF BUSINESS MANAGEMENT here by declare that this summer internship project on A MARKET RESEARCH ON BRAND DEVELOPMENT STRATEGY is the result of my own efforts and the same has not been submitted to any other organization for any purpose.

Place: Ahmedabad

Date: Hitesh j. thanki

Dr. J. K. Patel Institute of Management

CERTIFICATE

This is to certify that Mr/Ms____________ & Mr/Ms____________, students of Master of Business Administration (Batch 2010-2012) at Dr. J. K. Patel Institute of Management, Vadodara have undertaken a Project Titled _____________ in partial fulfillment of 2 years full time MBA programme of Gujarat Technological University, Ahmedabad. The Summer Internship Project has been undertaken under the guidance of Prof.___________, faculty of Dr. J. K. Patel Institute of Management. This is also to ascertain that this project has been prepared only for the award of Master of Business Administration degree and has not been submitted for any other purpose.

Prof. Faculty Guide

Dr.Abhijeet Chatterjee Director

Date: Place:

CONTENTS
SR.NO PARTICULARS PAGE NO.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Preface
Acknowledgement Executive Summary Industry Overview Human Resource Department Finance Department Production Department Marketing Department SWOT Analysis Research Procedure Data Analysis Research Findings Suggestions Conclusion Bibliographies Annexure

I II III
1 15 20 24 29 35 39 44 55 58 60 62 64

PREFACE

The corporate world counts on zero sum game of bottom line Here, my sentences seems rude but it is a reality in todays business world, though many institution falls in opposite of this philosophy and may choose a most profitable to them as well as to the society. One of them is ZEETA ELECTRICALS PVT. LTD., busy in production of cables lugs, electrical lugs, copper compression electrical lugs and soldering type tubular cable lugs, which are having master quality. We can not image today the world without the those products. Now a days the use of that increasing day by day. I am one of the luckiest student of Gujarat Technological University because I got the chance to work with this organization. This project was unique for me because as a trainee I got so many opportunities to build relationships in corporate world and conquered with business reality. This project gave me practical exposure, personal observation of the business and understanding the behavioral attitude of the people. At the same time, it had also given learning about business tactics, liaison work and leadership in this industry. This project focuses on A MARKET RESEARCH ON BRAND DEVELOPMENT STRATEGY FOR ZEETA ELE. AND ENGINEERING PVT LTD. And also focus on core functional areas like Human Resource Department, Production Department, Finance Department and Marketing Department.

ACKNOWLEDGEMENT
A large number of individuals have contributed in undertaking this project. I am thankful to all of them for their immense help in encouragement. First of all I am thankful of my college Dr. J.K.Patel Institute Of Business Management . I remain indebted to Mr. Abhijeet Chetarji (Director) and Mr.Shantanusir (Faculty), of Dr. J. K. Patel Institute Of Business Management. I also express my sincere gratitude towards Mr.Amit Bagthalia(ASM of the south Gujarat), Mr.Prakash Dangar(PRM as well as communication officer) and Ms. Darshini Ashra(HR Department). I am thankful of also Gujarat Technological University and Zeeta ele.and engineering. Which has given me such a grand opportunity.

Owing You

HITESH J. THANKI

EXECUTIVE SUMMARY

Cables and lugs industry is one of the most dynamic industries in India. Before couple of years ago it was unorganized sector but with modern formats cable lugs and metal industry has been steady especially after the liberalization of the Indian economy and the entry of new players in the market. The metal industry makes a useful contribution in growth of Indian G.D.P. In India we have near to 25300 metal manufacturers are here. This industry is growing with 2.5% growth rate. As per the report of all Metal Organization of the United Nations INDIA is producing 32% of total production of world. Indian cables consist in over 134 countries. In 2009-2010 total production of spices was 4.66 million tones. In 2009-2010 USA was our major consumer as it had imported spices from India worth Rs. 867.17 crores. Now a days business are demanding new things every day so the cable lugs industry also does improvement day by day. There is reason behind growth of this industry and that is division of innovations. Because of small business all are prefers to purchase cable lugs from the outside India. This report also indicated that how a new company can develop the brand and from this research I have find out that to develop the brand there is also need of good brand ambassador. I have also found that to develop the brand company should focus on retail stores because Gujarat is not as forward as some other states are forward. And I also found to develop the brand company should give schemes in monetary terms to the retailers.

OVERVIEW

Incorporated as ZEETA ELECTRICAL ENGINEERING PVT. LTD. the company has grown from a one-man show into a corporation that today does business around the world and employs approximately 5s00 people. ZEETA is the manufacturer thoroughly addressing your major concerns: quality, price, availability, ease of doing business, and depth of line. ZEETA plant is located at Ahmedabad which is one of the leading industrialized cities of India. ZEETA is a strong domestic and international player in Cable Lugs, Connectors and Butt Splices which are available in a variety of sizes and shapes. Our products are easy to install in application. Our strength lies in our most extensive Moulding Technique which we develop at our production facility . We use quality raw materials and advance technology in our production. Our experienced engineering professionals and management work force are the key to our ZEETA Team. We follow international standard quality control norms to ensure high performance production. Any specialized application products are also manufactured by ZEETA upon receipt of drawing or sample. The company makes and markets its products through integrated distribution management. The products are marketed through various distributors, retailers and also through industrial channel; hence ensuring easy availability at standardized prices.

ZEETA offers many fine products to customers searching for quality and technical superiority. We manufacture high precession Cable Terminals, ,Copper Cable Lugs - Single Hole, Copper Compression Cable Lugs Heavy Duty, Soldering Type Tubular Cable Lugs, Soldering Type Copper Tubular Lugs Heavy Duty, Soldering Types Copper Tubular Sockets, Compression Type Copper Tubular Cable Lugs Long Barrel Medium Duty, Crimping Type Tinned Copper Lugs Inspection/Without Inspection Hole, Copper Compression Cable Lugs - Two hole, Two Hole Copper Cable Terminal Ends With Extended Palm, Copper Compression Type Four Hole Tubular Terminal, Four Hole Compression Cable Terminal Ends, Tinned Copper Transformers Cable Lugs, Tinned Type Tubular Compression Cable Lugs , Heavy Duty Cable Lugs for XLPS Cables , Marine Grade Battery Cable Lugs , Copper Cable Lugs - Bell Mouthed , Cable lugs Narrow Palm , Cable Lugs - N-Series , Cable Lugs - Sealed Palm , Cable Lugs - Standard Barrel , Cable Lugs - Din 46235 , Crimping Type Copper In Line Connectors , Tinned Type Copper In Line Connectors , Tubular Type Copper In Line Connectors ( Insulated) , Copper End Sealing Ferrules , Copper Insulated Ferrules , Twin Cord End Terminal Insulated Ferrules , Crimping Type Aluminium Lugs , Crimping Type Aluminium Tubular Terminal Ends Long Barrel , Ring Type Open Close Terminal Ends , Aluminium Crimping In Line Connectors , Ring Type Tinned Copper Cable Terminal Ends, Insulated Ring Type Terminal Ends

HISTORY OF CABLE LUGS AND CONNECTORS IN INDIA

Bimetallic,

Copper,

Cable,

Lugs,

Electrical,

Terminals,Manufacturer

Mars

Intl.

Manufacturer of electrical, bimetallic, copper, aluminium, cable, lugs, terminals, electrical copper cable lugs, bimetallic copper aluminium cable lugs, bimetallic cable lugs, splices, sockets, connectors from india. Electrical, bimetallic, copper, aluminium, cable, lugs, terminals, links, splices, sockets, connectors, manufacturer, mumbai, india, electrical copper cable lugs, bimetallic copper aluminium cable lugs, electrical cable lugs, cable lugs, electrical cable terminals, cable terminals, bimetallic copper cable lugs, bimetallic copper cable, cable links, cable splices, sockets, cable sockets, bimetallic cable lugs, bimetallic cable connectors, exporter, mars, international Founded in 1965, we are one of the leading manufacturer in the country to establish manufacturing facilities for terminal ends. These facilities have since been expanded considerably to meet the needs of a very wide cross-section of electrical and electronic industries in India and abroad. the activities of the group are coordinated by a team of professionals and forward looking technical personnel well aware of the stringent technical standards. Their world is electrical terminal ends or LUGS in coppper and aluminium

As pioneer manufacturer of this material in India we stand behind a majority of Indian producers and exporters who have been successfully exporting for the last many years. Heretofore unseen, we are now making our pronounced appearance on the export front.

MAJOR PLAYERS OF CABLE LUGS AND CONNECTORS TRANSMISSION

ERGOM:
Ergom was established in 1989. The company offers more than 18 000 products everything needed for the right installation and operation of wires and cables. The company has more than 180 employees. Tha companys capital about 8 mln USD

KLAUKE TEXTRON PVT.LTD

Klauke Textron pvt.ltd established in 1990. It is offers more than 1600 products Across the business sector of cable lugs and copper terminals. The company has more than 230 employees. The companys capital about 6 mln USD.

CHETNA ENGINEERING COMPANY needs no introduction in India & Abroad. Their products have mass base in India and other countries particularly UAE, South Africa, Kenya, Singapore, Malaysia. A Small Scale Industry, established in 1988, presently has a very strong manufacturing base with latest atomic, semi-atomic machinery and equipment with a capacity to manufacture 25 to 30 tons of Copper, Brass & Aluminum products per month. The company has a very strong, efficient and effective quality management system as per ISO 9001-2000 standards. Nevertheless, we have D&B Certification too.

ABOUT TEEM ZEETA

They are continued to be guide, as it has been since its beginning, by the core values exhibited by the founder: seamlessness, quality, commitment and innovation. Team Zeeta is a team of highly skilled manpower each having a very strong focus on the values and vision of the company, hence providing higher productivity for better results. This is just the beginning of the force that will grow in leaps and bounds.

ABOUT THE COMPANY

NAME OF THE UNIT: Zeeta electricals and engineering pvt.ltd ADDRESS : B/H New j.k. motor weigh bridge, Near Sarvottam Hotel, Sarkhej-bavla road, Moraiya, Ahmedabad 382210 (Gujarat) India PHON MOBILE FAX AREA OCCUPIED TYPE OF OWNERSHIP :+91-2717-251795 +91- 81281 26007

: : +91 2717 251794 : 15000 sq feet : Private limited

TOTAL NO. OF EMPLOYEES : 500

BRAND OF ZEETA ELECTRICALS AND ENGINEERING PVT.LTD

Zolex a Flagship Company (Zeeta ele. And Engi. Pvt.ltd) bring the latest technology to manufacture cable lugs products which are highly demanded. Companys primary objective is to induce a revolution in the cable industry through the medium of adequate technology, skill and new product development to introduce the concept of innovations. The Zolex product promoter has the vast experience, insight and wisdom, gained from procurement, logistic, finance and metal market.

Company practice total quality control approach that seeks to improve quality and performance, and thus exceed customer expectations, by amalgamating all quality-related functions and processes throughout the organization; takes a holistic approach to managing quality design and development, quality control and maintenance, quality improvement, and quality assurance, at all levels and involving all employees.

Company has institutionalized a precise, disciplined, fact-based way to deliver more money to the bottom line through process improvement and process design projectsselected by the top leadership and led by high potentials trained manpower.Companys competitive intelligence lies in their procurement system. Company procures right raw material from its native place at right time with right quality to make a unique product. Having Research and Development cell equipped with international equipments and instruments to develop and deliver new product and process to serve the product for healthier business relations to their Customers and stake holders.

VISION

ZEETA ELECTRICAL ENGINEERING PVT.LTD. will capitalize on its technological infrastructure and achieve profitable growth as the premier global marketer of Cable Terminals, Cable Lugs, Connecters, and Butt Splices. We are committed to continuous improvement through the Quality Process, assuring consistent conformance to customers expectations

MISSION

ZEETA ELECTRICAL ENGINEERING PVT.LTD. is dedicated to providing products and services that meet the specification of our customers while maintaining exceptional quality. Our objective is to provide customer satisfaction through timely delivery of our products with Zero Defects , Zero Accidents , Zero Loss-Making, Zero Failure , Zero Breakdown and with Zero Broken Promise

FUTURE PLANS

Incorporated as ZEETA ELECTRICAL ENGINEERING PVT. LTD. the company has grown from a one-man show into a corporation that today does business around the world and employs approximately 500 people. ZEETA is the manufacturer thoroughly addressing your major concerns: quality, price, availability, ease of doing business, and depth of line. ZEETA plant is located at Ahmedabad which is one of the leading industrialized cities of India.

To expand the market. To increase the export market share. Set up plants state wise. To increase category in Cable lugs division

ZEETA ELECTRICALS AND ENGINEERING PVT. LTD. WORKS UNDER 4 FUNCTIONAL AREAS WHICH ARE AS FOLLOWS.

INTRODUCTION OF HUMAN RESOURCE MANAGEMENT

In all business concealing there is one common element that is resource work force of an organization. It is said that people are single most important asset of an organization. So we can say that human resource department plays an important role. A human resource manager must have all the qualities of a leader in order to manage the human resource in the best possible way. I believe that human resource of an organization is the bonanza for them as it can lead an organization towards the huge catleap. The reason behind these resource being so very important is that human beings are social animals and they would not work without a familiar environment.

MANPOWER PLANNING

The word itself indicates that what it is. Manpower planning means to planning that how many persons are required in the organization. Manpower is basically concern with to get proper human force for the organization. When the organization does the manpower planning means they have see that how many employees are needed for each department. With the help of proper manpower planning the organization can decrease the labor cost and the organization get proper person for the proper job. Zeeta electricals and engineering Pvt. Ltd. Follows the same strategy. First of all they Anticipating manpower needs then after Planning job requirements and job descriptions then Analyzing skills to determine the nature of manpower needed and at last Selecting the adequate source of recruitment.

INTERVIEW

Interview is very important tool for the selection of employees. By this way organization can know the nature, hobbies, strengths and weaknesses of all the employees so by that way they can get more better employees. In the interview the interviewer can share their knowledge. Interview is not just an interview but by that way the organization can know the confidence, behavior of the person. Zeeta electrical and engineering Pvt. Ltd. conducts the interview in their best manner and selects the candidate. First of all interview is taken by HR Department and then after candidate is sended to related department, if needed. So by this way they select best candidates.

RECRUITMENT
The task of recruiting new staff is an important but time-consuming process, so companies often prefer to hire a specialist agency to source suitable candidates. In a nutshell, the objective of a recruitment consultant is to build relationships with clients, source job vacancies, and find appropriate candidates for each role. Zeeta electrical and engineering Pvt. Ltd. follows the given ways. (1) News paper advertisement (2) References (3) Consultant and Agencies (4) Job portals like Times Jobs, Monster.Com.

SELECTION PROCEDURE
Selection procedure is picking individuals with requisite qualification and competence to fill the job in the organization. There are many purpose of selection like select the suitable candidate, determine applicants capabilities, place right candidate at right job, to save the cost, etc. Zeeta electricals and engineering Pvt. Ltd. follows the given procedure and selects the best employees. Selection procedure: (1) Screening of applicants (2) Selection test (3) Interviews (4) Reference and background verification (5) Medical examination (6) Hiring decision (7) Placements

TRAINING AND DEVELOP0MENT

In the salad days the concept of training has not more spreaded over. Right now it has become mammoth part of human resource management. Once the applicant is selected, the organization has to give the training to them and it is the main duty of organization, so the employees must be provided training to give understanding about his/her work in the organization. Zeeta electricals and engineering Pvt. Ltd. has adopted the concept of ON THE JOB TRAINING as it is the new emerging organization. They are giving training to the employees by their heads and also arrange the seminars for the employees. For the training of ISO 22000, they will send one person from HR Department.

WAGES & SALARIES

Wages and salaries are most important areas of human resources manager. Every human resources manager is entrusted with the responsibility of establishment and equitable wage and salary structure on one hand and maintaining an equitable labor cost structure on the other hand. Zeeta lectricals and engineering Pvt. Ltd. pays salaries to their all workers as per the government rules and regulations. Workers are getting the salaries as per the government rules and regulations. They deposits the salaries of their employees in the bank account of all. All the employees have given bank account in Bank Of Baroda.

OTHER BENEFITS
Zeeta electricals and engineering Pvt. Ltd. gives many types benefits to their employees which are as follows. (1) MEDICAL FACILITY:Medical Facilities are provided by the organization to their employees. Company has tied up with one doctor so all the employees are getting treatment from there. (2) UNIFORM FACILITY Company gives one pair of uniform per year to all the employees. (3) RESIDENCE FACILITY Zeeta has given residence facility to their worker who are coming from out of state (5) LUNCH FACILITY They are also providing lunch facility.

INTRODUCTION OF FINANCE DEPARTMENT

Finance is the science of funds management. The general areas of finance are business finance, personal finance, and public finance. Finance includes saving money and often includes lending money. The field of finance deals with the concepts of time, money, and risk and how they are interrelated. It also deals with how money is spent and budgeted. One aspect of finance is through individuals and business organizations, which deposit money in a bank. The bank then lends the money out to other individuals or corporations for consumption or investment, and charges interest on the loans.

Personal finance Personal finance is the application of the principles of finance to the monetary decisions of an individual or family unit. It addresses the ways in which individuals or families obtain, budget, save, and spend monetary resources over time, taking into account various financial risks and future life events. Components of personal finance might include checking and savings accounts, credit cards and consumer loans, investments in the stock market, retirement plans, social security benefits, insurance policies, and income tax management. Corporate finance Managerial or corporate finance is the task of providing the funds for a corporation's activities. For small business, this is referred to as SME finance (Small and Medium Enterprises). It generally involves balancing risk and profitability, while attempting to maximize an entity's wealth and the value of its stock. Long term funds are provided by ownership equity and long-term credit, often in the form of bonds. The balance between these elements forms the company's capital structure. Short-term funding or working capital is mostly provided by banks extending a line of credit.

FINANCE DEPARTMENT HIERACHY CHART

Director

Chief Financial Officer

Accountant

Assistant Accountant

Assistant Accountant

Above is the Finance hierarchy chart of Zeeta electricals and engineering Pvt. Ltd.

CLASSIFICATION OF ASSETS

ASSETS;Fixed Assets;LandMachineryVehiclesFurnitureShade and BuildingCurrent Assets;StockCash and Bank-

In case of Zeeta electrical and engineering Pvt. Ltd. they have accounts in following banks. BANK OF INDIA BANK OF BARODA. AXIS BANK STATE BANK OF INDIA

INTRODUCTION OF PRODUCTION DEPARTMENT

Processes and methods employed in transformation of tangible inputs (raw materials, semi-finished goods, or subassemblies) and intangible inputs (ideas, information, know how) into goods or services. The basic inputs of the production process are man, material, machine , plant ,service and method. The organization uses all these inputs and does the production. Production is the process which can be seen means it is the tangible process.

Edwood Buffa defines production as a process by which goods and services are
created. Production management deals with the decision making related to the process of production so that resulting goods and services are produced according to specifications, in the amount and by the schedule demanded and out of minimum cost.

PRODUCTION DEPARTMENT HIERACHY CHART Manager

Research & Development

Quality Control

Production In charge

Stores

maintainance

Filter Chemist Microbiologist

Grinder

Assistant

Cable lugs supervisor Operator

Instant Mix Supervisor Operator

Assistant production Manager

Worker

Worker

QUALITY CONTROL SYSTEM

Quality is the tool which leads an organization towards success. . Quality control refers to the systematic control of those variables encountered in the manufacture process which affect the excellence of the finished product. The main characteristics that determine the quality of an article may include element such as, design, size, material, chemical, composition, mechanical function, etc.

If we take a glance in Zeeta electrical and engineering Pvt. Ltd. they do the quality control in following ways.

Incoming inspection. Material out going inspection. In process inspection. Pre dispatch inspection.

INTRODUCTION OF MARKETING DEPARTMENT Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm's marketing strategy. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context.

Marketing deals with customers. Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and growing current customers by delivering satisfaction. Sound marketing is critical to the success of every organization. Large profit based firms like Procter & Gamble, Toyota, Wal-Mart, IBM and Marriot use marketing. But so do non-profit based organizations such as colleges, hospitals, museums and even churches many people think of marketing only as selling and advertising. But today, marketing must not be understood in the old sense of making a sale, that is Telling and Selling

DISTRIBUTION CHANNEL

Zeeta electrical pvt. ltd.

Distributors

dealer

Customer

MARKETING DEPARTMENT HIERACHY CHART OF ZEETA

DIRECTOR MARKETING (CORPORATE OFFICE AHMEDABAD)

INDIA - WESTERN ZONE STATE HEAD H.Q. STATE

Vice-President (MARKETING) CORPORATE OFF ICE AHMEDABAD

General Mgr (Brand / Promotion / Media) CORPORATE AHMEDABAD

General Manager (MARKETING) CORPORATE OFFICE - AHMEDABAD

General Mgr (EXPORT) CORPORATE OFFICE AHD

INDIA - II NORTH ZONE STATE HEAD H. Q STATE

INDIA - III EASTERN ZONE STATE HEAD H.Q. - STATE

INDIA IV SOUTHZONE STATE HEAD H.Q - STATE

INDIA WESTERN ZONE H.Q STATE ASM

INDIA - II NORTH ZONE H.Q. STATE ASM

INDIA - III EASTERN ZONE H.Q. STATE ASM

INDIA IV SOUTHZONE H.Q. STATE ASM

LAUCHING OF AMERICAN WIRE GUAGE

COPPER CABLE LUGS BCL WITH INSPECTION WINDOW Electrical Connectors >> Copper Lugs

ADVERTISEMENT

Advertising is one of the most important things present in our society today, like an old slogan puts Advertising, your right to choose.

Advertising helps to keep the consumers informed about whatever new products or services are available in the market at their disposal. It helps to spread awareness about products or services that are of some use to consumer and potential buyers.

The main aim of advertising, many believe is to sell. These are the kind of people who vehemently oppose anything that make advertising seem unethical. Advertising on the whole helps business as well as the economy to prosper and makes the consumer aware of the various choices that are available to him.

Zeeta electrical and engineering Pvt. Ltd. Is in emerging stage, so they have not any specific tool for advertisement. And that is why they have given me a market research on brand development. Although they have nice website.

DEVELOPMENT OF BRAND

WHAT IS BRAND?

A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or slogan. The word brand began simply as a way to tell one person's cattle from another by means of a hot iron stamp. A legally protected brand name is called a trademark. The word brand has continued to evolve to encompass identity - it affects the personality of a product, company or service. A brand is an identity which makes your product different from the other products. Brand is an identity by which the product of one company differs from the products of other company. Brands are often expressed in the form of logos , graphic representations of the brand. If we take a glance towards Vitagreen Products Pvt. Ltd. They have developed brand under the name of 77 Green.

IMPORTANCE OF BRAND Branding is a very powerful component in business. The brand must have a logo to make branding easier and more possible. The consumers decide if they will buy a product or use a service based on how they view the brand. The brand itself tells us or let us imagine how good or bad the product is even if we never tasted it before! All that brand promotion and advertising really do tell us how great a brand can be (like Nike). Once a customer likes your brand he/she will definitely come back for repeated services or products. The qualities of the product or services are ensured through the customers minds from the brand image.

Brand is not only convenient for businesses for repeated customer purchase but also easier for customers to filter out the countless generic items. Brand gives consumers the reason to buy it and wastes less time for consumer to choose. There are ways to improve a brand from advertising such as viral campaign (more trustworthy), online ads, print ads and commercials. Another way is to improve your product or services that will reinforce the brand. This is a good way to promote your brand by always being in the cutting edge or customers first image. The qualities of your products and services will reinforce the brand. Advertise as much as possible to spread that message and make it into a cult brand. Branding doesnt only benefit the business but you as well (yes I mean it). The brand you choose reflects who you are and expresses yourself on what you like to do and be able to join the community of like minded people. Branding is a win: win situation for both the businesses and the loyal customers.

As per the market research I find that ERGOM CABLES use television advertisement for the development of brand. CHETNA ENGINEERING PVT.LTD gives Schemes to the dealers. While KLAUKE TEXTRON CO. gives buy ten get one schemes to end users.

WHY ZEETA ELECTRICAL AND ENGINEERING PVT. LTD. WANTS TO DEVELOP THE BRAND UNDER THE NAME OF ZOLEX?
As the Zeeta electrical and engineering Pvt. Ltd. is the emerging company and their vision is to make it as the generic brand. And in this industry write now there is too much competition so development of brand is necessary. The want that their brand name will create an identity like the Colgate has created, like Reebok has created. They wants make their image totally different from any other cable lugs company.

STRENGTHS: Zeeta electrical and engineering Pvt. Ltd. has launched the products with new dimensions which are highly attractive and affordable in global business. Zeeta electrical and engineering Pvt. Ltd. is one of the Flagship company of zeeta Group. As the organization is new, they were eager to learn the market so zeal became the main strength. They have many qualified persons in the organization in marketing as well as other in other department also. Always try to focus on dealers feedback. Experts team of manufacturing. Vice president of the company has experience of 20 years so it is the strength of the company. Companys vision is to make zolex as generic brand. zolex has huge product line and doing business across the world.

WEAKNESSES:-.
As the brand is new, it is hard to change the mindsets of people.

OPPORTUNITIES: Way of life of people is moving towards the innovational products so it will be the main opportunity. Unorganized electrical sector is shifting towards the organized elecrical sector. Expected consumer shifted in processed cable lugs by 2012 is 23 million and it is surveyed by government. Small number of giant competitors.

 There is an opportunity to enter in global market for Zolex on the base of goodwill of zeeta Group.

THREATS: Rivalry from tough competitor. Many times dealers switches over towards the new products. Dumping policy of local players. Duplication of brand by competitors. Technology changes rapidly.

OBJECTIVES
1) To understand that which media company should use to attract the more dealers. 2) To understand that where should company has focused so the demand will go high. 3) One of my objectives is to understand that for which benefit dealers are attracting to buy the product. 4) My one of object was also that to understand that for which benefit dealers attracts more to sell the products. 5) And my last objective is that as per the experience of dealer which is best tool for development of brand. 6) One of my objective behind study is to know that from which tool dealers are attracting more and from which tool end users attracting more.

RATIONAL OF STUDY
My rational was to get maximum practical exposure and also to see that how a new brand can get placement in the heart and minds of dealers. I want to know the mindsets of dealers that what actually they are expecting from company so the company can easily develop the brand. I have chosen this topic as the company is at initial level and can get best way for brand development. I want to get the information that which type of expectations people wants from the new brand.

IMPORTANCE OF STUDY
The organization can use data as secondary source. Company can know that where they have tried to place their product so they can get maximum benefit. I can get practical exposure and understand that which media is better for the organization so they can develop the brand in proper way and get maximum placement. One importance of study is that which medium is more important for the advertisement so they can easily develop the band.

One importance of study is that where company should place the product are tried a lot for the development of their brand. One importance is that company can know that out of price, quality and schemes which affects the most to consumers for the placement of brand. One importance behind the study is that brand ambassador, logo or jingle, which affects the most for the development of the brand in this competitive era. One the importance is that from which dealers are more attracts to buy the new brand out of free goods schemes and monitory benefits. One importance of mine as well of company behind study the study is that dealers are attracting from the high profit margin or not. One of the importance of the company is that how can we ask the questions to the dealers and collect the data from them. One importance for the study is that to know in future they have to give me a work regarding research or not? One the importance is that free sampling plays an important role for the development of brand or not? And my as well as companys last importance behind this study is that out of S.Rs working, p.o.p. material and continuous schemes, which affects the more so the product can get placement in the shops of the dealers.

SCOPE OF STUDY

The study was carried out by me in the Saurashtra region with total 100 samples out of which 100 samples of dealers. The study has carried out using the close ended questions. Total days were 14 for the study. Sample of dealers were from A class category, B class category and from C class category.

LIMITATIONS OF STUDY
Due to time and money consideration sample size was limited which is100 in dealers. Findings are based on the information provided by the respondents during the study which may be subject to personal bias. Research was carried out in limited cities. People were denying giving the answers. The study is conducted in limited cities.

SOURCES OF DATA
The work of data collection starts after the research problem has been defined. There are mainly two types for data collection which are as follows. PRIMARY DATA SECONDARY DATA.

Primary data are those which have collected first time and secondary data are those which have already been collected by someone else. For my research I have collected primary data. For my research I have asked closed ended questions.

RESEARCH DESIGN
As the large number of dealers and end users are large it was not feasible to conduct the survey so I have restricted myself to 100 respondents in dealers. 1) Research Tool:- I have used tables, graphs and charts for interpretation and analysis for my research.

2) Types of questionnaire:- A unstructured questionnaire was used as the tool to collect the primary data. 3) Types Of Questions:- All the questions in questionnaire were close ended.

SAMPLING PLAN
1) Sampling Unit:- Sampling unit of the study consisted at two entitiesDealers

2) Sample Size:- For this research I have taken 100 Sample in which 100 respondents was taken as dealers.

My object behind this research was to know that how Zeeta ele. And engineering pvt.ltd can develop their brand as it is the emerging organization so for that I have asked 5 questions to 100 end users and 4 questions to 100 dealers.

QUESTIONS FOR DEALERS Ques: 1 WHICH MEDIUM INFLUENCES YOU THE MOST IN MAKING A CHOICE REGARDING BUYING A NEW PRODUCT? Particular
NEWS PAPER TELEVISION HOARDING RADIO EVENTS EXHIBITION

%
20 % 51 % 15 % 9% 3% 2%

A choice of medium regarding buying a new product

60% 50% 40% 30% 20% 10% 0% Percentage

Medium

INTERPRETATATION:- From the above research I came to know that 51% people are attracts from television advertisement while 20% attracts from newspaper advertisement. Whereas hoardings has priority by 15%, radio has got priority by 9%, events has got priority by 3% and exhibition has got priority by only 2% people.

Ques: 2 WHICH SOURCE YOU PREFERED MORE TO BUY NEW PRODUCT OF CABLE LUGS?
Particular FROM NETWORK FROM ONLINE SEARCH 55 % ENGINE FROM TRADE FAIR 15 % % DEALER 30 %

Source selection for buying product

60% 50% 40% 30% 20% 10% 0% FROM DEALER NETWORK FROM ONLINE SEARCH ENGINE Source FROM TRADE FAIR

Percentage

INTERPRETATATION:- Above question indicates that 33% people likes to buy new products from Dealer network, 55% likes to buy from online search and 15% preferred trade fairs. I have asked this question to end users as I want to know that from where people likes to purchase most.

Que 3: What kind of business you are into?

Electrical dealership Direct user

70% 30%

Kind of business you are into

80% Percentage 60% 40% 20% 0% Electrical dealership Business type Direct user Series1

INTERPRETATATION:- Above question indicates that 30% peoples are from direct user and 70% people are from electrical dealership.

QUE 4: WHAT IS A SIZE OF YOUR BUSINESS? (T.O/MONTH)

0 TO 5 LAKHS 5 TO 10 LAKHS 10 TO 15 LAKHS ABOVE 15 LAKHS

10% 20% 60% 10%

Size of the business

70% 60% 50% 40% 30% 20% 10% 0% 0 TO 5 LAKHS 5 TO 10 LAKHS Size 10 TO 15 LAKHS ABOVE 15 LAKHS

Percentage

Series1

INTERPRETATATION:- Above Graph indicates that 10% dealers has monthly turnover upto 5 lakhs and 20% dealers has 5 to 10 lakhs and 60% dealers has 10 to 15 lakhs and 10% dealers Has monthly turnover above the 15%. They are those dealers by whom the questioner was made.

QUE 5: WHICH CURRENT BRAND DO YOU PREFER THE MOST?

Zolex Hex 3D Ascon 25% 20% 30% 25%

Preference of Current brand

30% 25% Percentage 20% 15% 10% 5% 0% Zolex Hex 3D Ascon Series1

Current brand

INTERPRETATATION:- Above graph indicates that 25% dealers prefer Zolex brand. 20% people Prefer Hex, 30% prefer 3D brand and 25% dealers prefer Ascon brand. QUE 6: WHAT IS A MAIN THING DO YOU SEE BEFORE BUYING A PRODUCT?

Quality Pricing Product availability Requirement

20% 68% 02% 10%

Things prfered to see while buying product

70% 60% Percentage 50% 40% 30% 20% 10% 0% Quality Pricing Product availability Requirement Series1

Characteristics

INTERPRETATATION:- Above graph indicates that 20% dealers see the quality before buying A product, 68% see pricing, 2% see the availability of product and 10% see the product requirement.

QUE 7: HOW DO YOU LIKE THE DELIVERY TIME PROVIDED BY ZEETA?

VERY GOOD GOOD MODERATE POOR 10% 20% 60% 10%

View of customer regarding delivery time provided by Company

80% Percentage 60% 40% 20% 0% VERY GOOD GOOD MODERATE Catogary POOR Series1

INTERPRETATATION:- Above graph indicates that 10% dealers says the delivery time provided By Zeeta is very good, 20% says good, 60% says it is moderate and 10% says it is poor.

QUE 8: HOW DO YOU LIKE THE PRODUCT PORTFOLIO OF ZOLEX? VERY GOOD GOOD MODERATE POOR 05% 70% 20% 05%

View regarding Product portfolio

80% 70% 60% 50% 40% 30% 20% 10% 0% VERY GOOD GOOD MODERATE Category POOR

Percentage

Series1

INTERPRETATATION:- Above graph indicates that 5% dealers says very good to the product Portfolio of Zeeta, 70% says good, 20% says it is moderate and 5% says it is poor.

RESEARCH FINDINGS

From the above research I find that how the company can develop the brand. In research my first question was which medium influences to Dealers the most in making a choice regarding buying a new product so I find that television advertisement attracts more to end users most to purchase the new product as it has got preference by 51% people. And news paper advertisement has got preference by 20% preference so I think it is also a good way for the advertisement. I find that Radio and Hoardings also affects but not as much as the Television advertisement affects to the minds of people. And events and exhibitions attracts to less people so find that to develop the brand company should do maximum expense on television advertisement and news paper advertisement and less expenses on the events and exhibitions. I find another thing that most of people prefers online search to buy the new products which is 55% in my research. Only 30% people attracts from the dealer network and only 15% attracts from the trade fairs so I find that even in this modern era for develop the brand company should try to focus more on the online trade compare to the trade fair and direct dealer network.

I find one thing that in electrical sector 3D has highest popularity which is 30% while Ascon has got popularity by 25% popularity and Hex has got popularity only by 20% dealers so by this research I find that Zolex has got popularity of 25% by dealers. In addition to I want to say that within a 3 to 4 years of the time of establishment of the company it has got relavant popularity in the dealers mind. Where as the 3D is the inventor of cable lugs in Indian market. And also Hex and Ascon are doing business since 20 years.

I find that 68% dealers considers prices when they purchase any product from cable lugs equipments where as 20% dealers considers quality of the product and only 10% dealers considers understanding of requirement and 2% considers the availability of products so I find that to develop the brand company should focus on price and quality both.

In my first question I find that 51% people attracts from the television advertisement but in the television advertisement brand ambassador affects to the people for purchase new products. I find one reason that company is paying huge fees to brand ambassadors so definitely they will make qualitative product. I find that logo and jingle attracts less to the end users to purchase the new product. So as per the research finding company shoud choose the brand ambassador who has more popularity. So brand ambassador is one of the good tool to develop the brand.

In my 5th question I find that if the company wants develop the brand they have to see that the other brands pricing level most and also the quality of their brands. Although Zeetas competitor are very experienced in that sector but the regular delivery of order and the dealer satisfaction of doing business with Zeeta increase the value of Zolex brand.

By asking 6th question I came to know that most dealers prefers the price of the product. So Zolex have to davelope their pricing strategy to dealers. right now they prefer the penetration of pricing due to emerging stage of their brand and this is a good strategy as per my view. Also quality of the product creates wide effect in the mind set of the dealers.

I also find by asking my 7th question that Zeeta gets 60% views of moderate delivery time by the most dealers. which is not good for developing the brand. Compare to that most dealers prefers to say that Ascon and 3D has timely delivery to the dealers. so Zeeta have to incrase their efficiency towards the timely delivery to the dealers.

By asking last last question I found that the price portfolio of Zeeta got the high popularity in the mind set of dealers. this is good for the developing a brand. In my above questions I found that pricing got most popularity in electrical sector and where as Zeeta has high popularity in price portfolio in the minds of dealers. so it can get better trade in the future. And also the penetration of pricing creates wide effect on that as per my view.

SUGGESTIONS AND RECOMMENDATIONS

As per the research I want to suggest and recommends to the company that if they will start television advertisement, they can gain more & more benefit. I also want to recommends that company should mostly focus on dealer counters as they are focusing right now because the share of dealer counter is very big. Another thing I want to recommend that company should try to give schems in monitory term because we have seen in marketing that many dealers were demanding sachems in monitory terms, not as free goods on MRP. I also recommend that company should continue with free sampling as they are doing right now, because free continues free sampling attracts more dealers. I want to recommend one another thing that company should introduce their new innovation to the each of dealers through their expert market representative, it makes dealers to aware of the new products and innovations by Zeeta. I want to suggest some other things that Within short period of time company is going to start television advertisement so I suggest them to select the brand ambassador who can affect the more people and I want also to suggest that company should continue with free sampling as the brand is new so easily they can enter in the minds of dealer and capture the whole market. As I have met many dealers and I have found that most of customers are purchasing their products on the trust of dealers so they have to try to launch their products as per the dealers orders, and company have to satisfy the dealers demands. And i want to give last recommend that company should try to make mor thick boxes of cable lugs transmission so life of packing will be better.

CONCLUSION

I feel very proud to say that very few people get the opportunity to work on these types of company during their summer internship programe. Here I got the chance for product launching in major cities Rajkot, Porbandar, kutiyana and jamnagar and this was the biggest opportunity ever I had got to work. In addition, I feel proud because I use it very effectively in growth of my career. I also feel lucky that our project guide were vice marketing director of the company it self. This project has given me wakeup call from my dream and made me ready for reality of the corporate life, I have seen & learnt so may lesions in corporate especially in field of electrical industry which may other see and learn after completion of their MBA. I also learnt that if we are not customer driven it is hard to capture the market share. I have also seen that how a company can develop new brand in competitive era. I have learnt that it is not an easy task to develop the brand so for the development of brand company should take all the steps which our competitors are using and also find some new steps which are different from our competitors. I have learnt from Zeeta electrica and engineering Pvt. Ltd. that for the development of brand first of marker research is necessary and I have also learnt one thing that we should make a route plant in such a way so the expense will be low and output will be high. I have learnt one thing that placement of brand is necessary at initial level. If the product will be I the minds of dealers definitely the demand will be generated. At last I learnt that familiar environment in any organization is also necessary for the development of the company.

BIBLIOGRAPHY

www.zeetaelactricals.com www.google.com www.cablelugsofIndia.com Research methodology-methods & techniques, C.R Kothari (2nd revised edition) Principles Of Marketing, Phillip Kotler(12th edition) by Eastern Economy Edition Human resource Management, Gary Dessler(11th edition) by Pearson Education

ANNEXURE QUESTIONS FOR DEALERS Ques: 1 From which Media you attract to buy new product?

News paper Radio

Television Hoardings

Events Exhibition

Ques: 2 From which SOURCE you preferred more to buy new product of cable lugs?
From dealer network From online search From trade fair

Ques: 3 Which kind of business you are into?

Electrical dealership
Direct user

Ques: 4 What is a size of your business? (monthly turnover)

0 to 5 lakhs 10 to 15 lakhs 5 to 10 lakhs above 15 lakhs

Ques: 5 Which are current brand do you use?

Zolex 3D Hex Ascon

Ques: 6 Which type of scheme do you expect from new product?

Quality Product availability Pricing Understanding requirement

Ques: 7 How do you like the delivery time of Zeeta electrical pvt.ltd?
Very good
Moderate

Good
Poor

Ques: 8 How do you like the product portfolio of Zolex?

Very good Moderate Good Poor