Ronit Edited Project

A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIAL
EMPHASIS to USHA INTERNATIONAL LTD.)
A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA
(WITH SPECIAL EMPHASIS to USHA INTERNATIONAL LTD.)

REPORT SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR POST GRADUATE DIPLOMA IN MANAGEMENT BY RONIT SINGH UNDER THE GUIDANCE OF Prof. DR. PRASHANT RASTOGI (INTERNAL GUIDE)
CC INSITITUTE OF MANAGEMENT, GREATER NOIDA & MR. REGI OSTA (EXTERNAL GUIDE) USHA INTERNATIONAL LTD.
KCC INSTITUTE OF MANAGEMENT

1 By Ronit Singh
PLOT NO. 2B & 2C, KNOWLEDGE PARK-3 GREATER NOIDA, U.P.
PREFACE:-
ts a thing of massive gratification for me to do my summer training in USHA
INTERNATIONAL LTD. and present this project on topic A study of the potential market of USHA HOME APPLIANCES in PATNA with the special emphasis to
USHA INTERNATIONAL LTD.
Survey measures the visibility and penetration of the companys product over the outlays of retailers which insure the brand reach among the customers and its market share. This project attempts to find out the present situation of the companys product in the HOME APPLIANCES market and whether the unconventional retailer has got the potential of becoming the dealer of USHA.
By Ronit Singh
ACKNOWLEDGMENT :I take this moment to express our heart full gratitude and obeisance to our External project guide Mr. REGI OSTA, Assistant regional Manager, usha international Ltd. who gave us the opportunity to undertake this particular study as a part of my summer internship project.
I am also deeply indebted to Professor Dr. Prashant Rastogi, who is my internal guide, for the valuable suggestion given by him, which consequently led us to the accomplishment of the study.
By Ronit Singh
The development of the Usha home appliances sector has experienced a major process of transformation in terms of its growth, technological content and market structure in the last decade. Any company which is successful is because of its reach among customers which is possible through the effective tools through which a company communicates and attracts its customer. Usha Product is the most famous brand and have a sophisticated place and market leader position in the mind of customer. This is due to its strong brand image. The attempt behind this project was to find out the visibility of Usha Home Appliances as a brand over the retail outlets and its competitors` position over these outlets, so that company would be able to find out its lagging area and can focus more effectively to target more and more customer and to communicate them more easily. An attempt has also been made in the project to access the scope and penetration level of the Usha home appliances in the unconventional retailers.
By Ronit Singh
PROBLEM STATEMENT:Whether unconventional retailer can become the potential dealer of usha home appliances? SCOPES:i) GEOGRAPHICAL SCOPE
To boost the sales of the company we have visited areas of Patna city, .Patna: Kankaragh,Boarding Road, Kadam Kuaa,
The study will therefore allow in generating potential market of Usha Home Appliances.
By Ronit Singh
Types of Product and there features :What Customer gets after paying for the Usha Home Appliances? Customer Premise Equipment (CPE) FEATURES OF KETTLE 3217 Faster heating 8-10 cups serving Detachable and easy to clean filte Water level indicator Auto shut off Power on indicator Dry boiling protection One hand lid opening Cord storage Long power for convenience 1 Year warranty TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage :2400 w Capacity :1.7 ltr. 6 By Ronit Singh
FEATURES OF KETTLE 3210 Faster heating 4-6 cups serving Detachable and easy to clean filter Water level indicator Auto shut off Power on indicator Dry boiling protection One hand lid opening Cord storage Long power cord for convenience 1 Year warranty TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage :2400 w 7 By Ronit Singh
Capacity: o.8 ltr.
By Ronit Singh
FEATURES OF STEAM IRON TECHNE 1000: Dry/ Spray/ Steam ironing with Vertical and horizontal steam burst Anti scaling and self cleaning Function for longer life Soft grip handle for ironing comfort Soft rubber buttons Non- stick scratch resistant Coated soleplate In built overheat protection 3600 swivel operation Extra long cord for better reach Thermostat panel/disc 3 way auto shut off 1 Year warranty TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage :2400 w Water tank capacity: 350ml.
By Ronit Singh
FEATURES OF STEAM IRON TECHNE 2000: LCD panel with 9 fabric setting and Pre-set electronic temperature control Non-stick scratch resistant coated Soleplate Thermostat panel/disc Dry /spray/steam/ironing Variable steam Vertical and horizontal burst of steam Anti-scaling and self cleaning function for long life. Anti dritp function to prevent water leakage Soft grip handle for ironing comfort Self rubber buttons 3600 swivel operation Extra long cord for better reach In built overheat protection 1 Year warranty
TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage :2400 w 10 By Ronit Singh
Water tank capacity: 350ml.
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By Ronit Singh
FEATURES OF STEAM IRON TECHNE 3000 LCD panel with Pre-set electronic temperature control Non-stick scratch resistant coated Soleplate Thermostat panel/disc Dry /spray/steam/ironing Variable steam Vertical and horizontal burst of steam Anti-scaling and self cleaning function for long life. Anti drip function to prevent water leakage Soft grip handle for ironing comfort Self rubber buttons 3600 swivel operation Extra long cord for better reach In built overheat protection 1 Year warranty
TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage :2200W 12 By Ronit Singh
Water tank capacity: 350ml.
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By Ronit Singh
FEATURES OF STEAM IRON TECHNE 4000 Soft touch LED control for 6 fabric setting Pre-set electronic temperature control Non-stick scratch resistant coated Soleplate Thermostat panel/disc Dry /spray/steam/ironing Variable steam Vertical and horizontal burst of steam Anti-scaling and self cleaning function for long life. Anti drip function to prevent water leakage Soft grip handle for ironing comfort Anti-slip heel 1 Year warranty
TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage : 2400W Water tank capacity: 400ml.
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By Ronit Singh
FEATURES IF TRAVEL IRON TECHNE 500 Unique palm glide design for smooth ironing Dry/steam ironing Non-stick scratch resistant coated plate Vertical and horizontal burst of steam In built overhead protection Thermostat panel/disc Easy palm grip 1 Year warranty TECHNICAL SPECIFICATIONS: Dual voltage : 220-240V AC, 50Hz&110-120V AC, 50Hz Wattage : 1000W Water tank capacity: 50ml.
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By Ronit Singh
FEATURES OF POP-UP TOASTER 3220 Electronic variable control for just the right toast Automatic bread centering for uniform toasting Push button control panel LED illuminated reheat, defrost and stop function Extra wide slots Easy clean crumb tray Cord storage 6 variable toasting options Cool touch body High quality stainless steel slots for hygienic toasting 1Year warranty TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage : 850W
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By Ronit Singh
FEATURES OF POP-UP TOASTER 3221 Electronic variable control for just the right toast Automatic bread centering for uniform toasting Push button control panel LED illuminated reheat, defrost and stop function Extra wide slots Easy clean crumb tray Cord storage 7 variable toasting options Cool touch body High quality stainless steel slots for hygienic toasting 1 Year warranty TECHNICAL SPECIFICATION: Voltage : 220-240V AC, 50Hz Wattage : 850W
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By Ronit Singh
FEATURES OF DEEP FRYER DF 3215 Detachable oil pot with non-stick coating Detachable lid with viewing window Double filters to control odour and oil vapor Cool touch body Fryer basket for deep frying Adjustable oil temperature Easy to clean, removable oil pot and fryer basket 1 Year warranty TECHNICAL SPECIFICATIONS: Voltage:230V AC, 50Hz Wattage: 1500W Capacity:1.5L
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By Ronit Singh
FEATURES OF ELECTRIC PRESSURE COOKER 3250 Efficient, fast and saves time Preserves essential nutrients in food Electronically controlled precision cooking Variable food cooking options 1.5mm DuPont non stick coated pot 10 in built safety features Detachable cord Keep warm function Non stick panel Control panel Timer 1 Year warranty TECHNICAL SPECIFICATION: Voltage :220-240V AC, 50Hz Wattage : 800 W Capacity: 4Ltr.
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By Ronit Singh
FEATURES OF HAND MIXER 3260 6 speed low noise operation with extra turbo option Efficient kneading, beating and whisking with convenient attachments Rubberised handle for easy handling Convenient eject button Superior quality stainless steel for high aesthetic appeal Vents for efficient motor cooling 1 Year warranty TECHNICAL SPECIFICATIONS: Voltage :220-240V AC, 50Hz Wattage : 300W
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By Ronit Singh
Usha International Ltd. is one of India's leading consumer durable manufacturing and marketing companies. The company is having a diverse product portfolio that includes Electric Fans, Sewing Machines, Home Appliances, Engines, Electrical motors & Pump sets, Drinking water coolers & dispensers and Auto Products. The company offers ceiling, desk, wall, stand, orbit, and exhaust fans for domestic and industrial use; drinking water coolers and dispensers, including storage and pressure type drinking water coolers; engines, electrical motors, and pump sets; generators; air conditioners; and chemicals, such as chlorine, caustic soda, chloride of lime, and hydrochloric acid. The company also provides auto products, such as pistons, rings, liners, and engine valves; cylinder liners, cylinder heads, crankshafts, and connecting rods; crown wheel and pinions, transmission gears, filters, and UJ crosses; diesel fuel injection components, including single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches and repair equipment; and bearings and bushes for a range of applications, including tractor, light, and heavy duty commercial vehicles, as well as two wheelers and stationary diesel engines. In addition, they engage in leasing and managing warehouses. The company is based in Gurgaon, India with additional offices in Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack, Ernakulam, Ghaziabad, Guwahati, Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi, Patna, and Secunderabad. The company has operations in the Middle East, Africa, and South East Asia. Usha International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The company was established for producing quality sewing machines for the first time in India. The first sewing machine was produced in a disused motor garage in Kolkata, by four men working with their bare hands. In the year 1955, the company was diversified into electric fans and they set up their first full-fledged fan factory near Kolkata in 1956. In the year 1968, they set up their second fan factory was set up at Hyderabad and in the next year, they set another one in Agra. In the year 1975 the company became a public limited company. During the year 1993-94, the company entered into a technical collaboration agreement with Janome Sewing Machines Co of Japan, one of the largest sewing machines manufactures in the world for the manufacture of automatic zig zag sewing machines. In the year 2000, the company Usha International Ltd is one of India's leading
consumer durable manufacturing and marketing companies. The company is having a diverse product portfolio that includes Electric Fans, Sewing Machines, Home Appliances, Engines, Electrical motors & Pump sets, Drinking water coolers & 21 By Ronit Singh
dispensers and Auto Products. The company offers ceiling, desk, wall, stand, orbit, and exhaust fans for domestic and industrial use; drinking water coolers and dispensers, including storage and pressure type drinking water coolers; engines, electrical motors, and pump sets; generators; air conditioners; and chemicals, such as chlorine, caustic soda, chloride of lime, and hydrochloric acid. The company also provides auto products, such as pistons, rings, liners, and engine valves; cylinder liners, cylinder heads, crankshafts, and connecting rods; crown wheel and pinions, transmission gears, filters, and UJ crosses; diesel fuel injection components, including single cylinder pumps and injectors, nozzles, and elements; fuel injection test benches and repair equipment; and bearings and bushes for a range of applications, including tractor, light, and heavy duty commercial vehicles, as well as two wheelers and stationary diesel engines. In addition, they engage in leasing and managing warehouses. The company is based in Gurgaon, India with additional offices in Ahmedabad, Bangalore, Bhopal, Chennai, Cuttack, Ernakulam, Ghaziabad, Guwahati, Jaipur, Jalandhar, Kolkata, Lucknow, Mumbai, New Delhi, Patna, and Secunderabad. The company has operations in the Middle East, Africa, and South East Asia. Usha International Ltd was incorporated in the year 1935 as Jay Engineering Ltd. The company was established for producing quality sewing machines for the first time in India. The first sewing machine was produced in a disused motor garage in Kolkata, by four men working with their bare hands. In the year 1955, the company was diversified into electric fans and they set up their first full-fledged fan factory near Kolkata in 1956. In the year 1968, they set up their second fan factory was set up at Hyderabad and in the next year, they set another one in Agra. In the year 1975 the company became a public limited company. During the year 1993-94, the company entered into a technical collaboration agreement with Janome Sewing Machines Co of Japan, one of the largest sewing machines manufactures in the world for the manufacture of automatic zig zag sewing machines. In the year 2000, the company commenced marketing of Light Weight Kerosene pumpsets powered by Honda engines. During the year 2003-04, the company incorporated Shriram Fuel Injection Industries Ltd as 100% subsidiary of the company. They transferred their Fuel Injection Business to that new 100% subsidiary company as of close of March 31, 2004. During the year 2007-08, Usha International Ltd and Shriram Fuel Injection Ltd merged with the company with effect from April 1, 2007 and the name of the company was changed from Jay Engineering Works Ltd to Usha International Ltd. Owing to the 22 By Ronit Singh
merger, Avro Sales Pvt Ltd, a wholly owned subsidiary of erstwhile UshSa International Ltd has become a subsidiary of the company. During the year, the company launched MC-200E from Janome in the Memory Craft series. Also, they introduced seven new sewing machines models in the high-spped industrial category. In the Electrical Motors and Pumps, the company launched a full range of compressor pumps in the Eastern India. Also, they introduced new 0.5 HP Mini Monobloc model in the economy. During the year 2008-09, in the Sewing machines, the company introduced six new models to cater to the requirements of large garment manufacturers and export units. Also they expanded their network of 1500 dealers to reach smaller towns and a wider audience of potential customers. During the first quarter of financial year 2009-10, the company acquired 50,000 equity shares of Rs 10 each of Siel Holding Ltd for a consideration of Rs 607.47 lakh. The promoter companies, namely M S R Enterprises Pvt Ltd, Perennial Investments Pvt Ltd, Greenfields Commercial Pvt Ltd and Siel Holdings Ltd, are proposed to be amalgamated with the company with appointed date being April 1, 2009.
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By Ronit Singh
Chairman
Krishna Shriram
Director
Dinesh chabra Dinesh chabra
Managing Director
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By Ronit Singh
Chairman
Managing Director
krishna Shriram
Dinesh chabra
Company Secretary Director
Daisy Khanna Dinesh chabra
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By Ronit Singh
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By Ronit Singh
The main objective of this project is to put stress on the study of potential distribution channel for home appliances services in patna with the special emphasis to usha international ltd. (India). That is whether this part of patna is capable of garnering and bringing profit to the company or not. How much the expected distribution channels are aware of the potentialities of the companys product (i.e., home appliances).What is the problem that they are facing and how those could be overcome. The buying decision of the existing retailer as well as of the potential retailer also ought to be studied as it will eventually help the company to be acquainted as to what the end customer is seeking for and solve their grievances (if any). 1. To conduct mapping in Patna (Bihar) 2. To conduct the promotional activities of the product 3. To conduct direct selling to boost the sale.
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By Ronit Singh
RESEARCH METHODOLOGY
The methodology adopted for eliciting the data required for the study is study method. It is the overall pattern or framework of the project that will dictate as to what information is to be collected, from which sources and by what procedures. Research methodology must be classified on the basis of the major purpose of the investigation. In this problem, exploratory studies have been undertaken; as the problem statement of the project is to check whether the unconventional retailers have got the potential of becoming the dealers of usha home appliances
RESEARCH DESIGN
Exploratory study has been in the research since we are tiring to explore new areas of research. The study was carried out with the help of a structured questionnaire which helped us in accomplishing our objective.
SOURCES OF DATA
Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, exploratory study was used and all the retail outlets sellers using different brands and their competitors were contacted. In our study we have used primary data (questionnaire) to elicit the data. A) SAMPLE SIZE: 56 outlets have been visited, no statistical technique have been used for its determination. B) SAMLPLING TECHNIQUE: Non probabilistic convenient sampling technique has been used in the study because only those retailers were visited who were accessible and available.
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By Ronit Singh
METHODOLOGY The methodology adopted for eliciting the data required for the study is study method . It is the overall pattern or framework of the project that will dictate as to what information is to be collected, from which sources and by what procedure Research methodology must be classified on the basis of the purpose of the investigation. In this problem, exploratory studies have been undertaken ;as the problem statement of the project is to check whether the unconventional retailers have got the potential of becoming the dealers of usha international ltd. RESEARCH DESIGN Exploratory study has been in the research since we are tiring to explore new areas of research. The study was carried out with the help of a structured questionnaire which help me in accomplishing our objective . SOURCE OF DATA Primary data consists of information collected for the specific purpose at hand for the purpose of collecting primary data, exploratory study was used and all the retail outlets sellers using different brands their competitors were contacted. The primary data were collected from the feedback that was collected from the customers by preparing the questionnaire. Face-to-face interview was carried out with open and close ended questions. In my study I have used primary data (questionnaire) to elicit the data . SAMPLE DESIGN Names of task S.No. 1. Types of data : 29 Results Primary Data By Ronit Singh
Target population : Sample size: Retailers Non probabilistic convenience sampling 56 Questionnaire Charts and Tabulation Patna City
2. 3.
4. Sampling method: 5. Research instruments: 6. Statistical techniques: 7. Survey area: Exploratory Research
Exploratory Research is a conduct to clarify ambiguous problems. Management may have discovered general problems, but research is needed to gain better understanding of the dimension of the problem. Exploratory studies provide information to use in analyzing a situation, but uncovering conclusive evidence to determine a particular course of action is not the purpose of exploratory research. The Primary Data were collected by interviewing the retailers. The questionnaire was prepared to support the interview structure. Face-to-face interview was carried out both open & close ended question.
Target Population The term, Population refers to the total of item about which information is desired. The population can be infinite or finite. The population is said to be finite if it consists of a fixed number of element. Thus an infinite population means one cannot have any idea about the total number of item. The target population was all retailers of Patna. Sample Size The sample size is of 56 people from different location East West North and South , Patna City. 30 By Ronit Singh
Sampling Technique A)Non probability sampling:Non-probability sampling .A sample of units where the selected units in the sample have an unknown probability of being selected and where some of the target population may even have no change at all of being in the sample. B)Convenience sampling :Convenience sampling is sometimes referred to as haphazard or accident sampling. it is not normally representative of the target population because sample units are only selected if they can be accessed easily and conveniently.
We have taken the parameter which justify the project objective and problem statement. This parameter will help us to draw conclusion.Since the time period is too short to conclude a hypothesis, we have used pie chart to analyze and interpret the data.
The data was collected through primary source only. Primary data:
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By Ronit Singh
The data was collected though questionnaire prepared from East, West North and South of Patna City from 56 retailers shops. .
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By Ronit Singh
LIMITATIONS
Due to time constraints the study has been done on the basis of convenience. Lack of communication with the external guide
Frequent change of area sales guide. Fewer co-operations of the respondents.
MARKET VISIT Date of visit : 25th May, 2013 to 25th July , 2013. Areas Covered : East, West North and South of Patna City Objective : To promote and sale Home Appliances of Usha Product Methodology used: Interviewed retailers.
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By Ronit Singh
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A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA (WITH SPECIAL

EMPHASIS to USHA INTERNATIONAL LTD.)

A STUDY OF THE POTENTIAL MARKET OF USHA HOME APPLIANCES IN PATNA

(WITH SPECIAL EMPHASIS to USHA INTERNATIONAL LTD.)

KCC INSTITUTE OF MANAGEMENT

EMPHASIS to USHA INTERNATIONAL LTD.)

ts a thing of massive gratification for me to do my summer training in USHA

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

Dinesh chabra Dinesh chabra

EMPHASIS to USHA INTERNATIONAL LTD.)

Company Secretary Director

Daisy Khanna Dinesh chabra

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

Frequent change of area sales guide. Fewer co-operations of the respondents.

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

EMPHASIS to USHA INTERNATIONAL LTD.)

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