A

SUMMER INTERNSHIP REPORT

ON

“Complete Channel Study for MWO/TL/AC- With respect

to IFB, LG and SAMSUNG ”

‘

SubmittedTo

UNIVERSITY BUSINESS SCHOOL

IN PARTIAL FULFILLMENT OF THEREQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ASMINISTRATIONIn

CHANDIGARH UNIVERSITYUNDER THE GUIDANCE OF

Prof.

Submitted by:-

Nikhil Sharma

[Batch: 2014-16, Enrolment No: - 14MBA5055]

MBA SEMESTER III

.

Preface

The Indian home appliances industry, especially the white goods

segment has transformed into one of the most competitive as well as

dynamic Industrial domains in the world today.

There is immense potential in the Indian demographics, which

support an increasing, demand for quality of products. This is the

reason why more and more foreign brands manufacturers are venturing

into trying their luck in India. In this project we have undergone a

detailed analysis of Consumer Durable products with respect to IFB

Home appliances by using Fundamental tools.

The first part Include General information includes overview of

industry, Indian home appliances .The second part deals with four

chapters. includes objective study, research methodology, Data

collection and its interpretation, findings and Analysis of dealers

about Indian white good market & Conclusion & Recommendations and

the last chapter includes Bibliography.

Acknowledgement

The making of any project requires contribution and efforts of

many people, right from its inception till its completion.

Completion of this project was a journey in which I learnt lot of

new things. It was not only learning but an enriching experience

too. I take this opportunity to express my profound gratitude to

them for extending their kind support throughout the course of the

project.

I would like to first express my earnest appreciation and

gratitude to Prof. Falguni Shelani for showing the confidence in me

to take up this project, patiently resolving my queries,

facilitating and providing necessary inputs and guiding me at every

step of the project.

Declaration

I Nikhil Sharma here by declared the report “Complete channel study

for MWO/TL/AC- With respect to IFB, LG and SAMSUNG ”is a result of my

own work and our indebtedness to other work publications, references,

if any, have been duly acknowledged.

Faculty Guide Student Name

Signature Signature

INDEX

1. 1 Industry Overview

1.1 History 6

1.2 Growth & Development 7 to 9

1.3 Market players in industry 10

2 Company Overview

2.1 History 11

2.2 Growth & Development 12

2.3 Performance and other key performing data 13 - 14

2.4 Product/ Service Overview 15 - 18

2.5 Detailed departmental overview 19

2.6 SWOT Analysis 20

3 Research Methodology

3.1 Introduction 21

3.2 Literature Review 22 - 23

3.3 Details about the study 24 - 25

3.4 Methodology 26

3.5 limitations of the study 27

3.6 future plan 28

4 Analysis is and Interpretation of Data 29 - 44

5 Findings, Suggestions and Conclusion 45 - 46

6 Bibliography 47

7 Appendix 48 to 51

1. Industry Overview

1.1 History

Consumer Durable Market

Indian consumer durables market used to be dominated by a few

domestic players like Godrej, whirlpool, Samsung, Videocon, Siemens,

IFB. But post liberalization many foreign companies have entered into

India, dethroning the Indian players and dethroning the market, the

major categories in the market are washing machine, refrigerators,

air conditioners and microwave oven.

India being the second fastest growing economy with a huge consumer

class has resulted in consumer durable as one of the fastest growing

industries in India. LG and Samsung two Korean companies have been

maintaining the lead in the industry with LG being the leader in

almost all the categories.

The rural market is growing faster than the urban markets, although

the penetration level in rural area is much lower. The rising income

levels, double income families and increasing consumer awareness are

the margin growth drivers of this industry.

The report highlights the significance this industry has for the

Indian economy, throwing light on the pre and post liberalization

scenario.it discuss the important segments of this industry and the

growth patterns, trends and the demand drivers. The report also

profiles the key players of this industry, with a discussion of their

business strategies.

1.2 growth & development

1. Rise in disposable income.

2. Availability of newer variants of products.

3. Product pricing.

4. Availability of financing scheme.

5. Rise in the share of organized retail.

6. Innovative advertising and brand promotion.

7. Festive reason sales.

Some herders and challenges are plaguing the consumer

durables sector:

1. Threat from new entrants, especially global companies.

2. Rivalry and competition.

3. Potential markets remaining yet untapped.

4. Threat from substitute products/services.

5. Customer power with respect to availability of choice.

Industry analysisConsumer Durables

White goods Kitchen

appliancesTop Load

Washing Machine

Microwave oven

Air conditioner

Success in the industry would depend on addressing key

factor

1. Market positioning and branding

2. Product technology

3. Distribution and service networks

4. Attractive locations

1. Market positioning and branding

Addressing

key customer requirements that act as demand drivers by proactive

marketing and establishing strong brand association.

2. Product technology

Providing technologies that

benefit the customer through low power consumption, low service

requirement, low cost of operation etc.

3. Distribution and service networks

From

saturated urban regions to low presentation rural areas. Distribution

networks and brand recognition will continue to play significant

roles.

4. Attractive locations

With raw materials forming a

significant clunk of costs, production facilities located near

products to important cheaper raw materials could provide an

advantage.

1.3 Market Players in Industry

2. Company Overview

2.1 History of IFB Industries Pvt.Ltd.

The company’s object is to manufacture fine blanking tools,

press tools and fine blanked components used in a wide range of

precision engineering industry.

Year events 1974 – the company were incorporated on 12th

September, in west Bengal.

Year events 1989 – some divisions started.

1. Home appliances factory in Goa.

2. Motor car division in Bangalore.

3. Fine blanking division in Gurgaon.

Year events 1992 – entered into Gujarat market.

Year events 2012 – IFB is on no.1 in front load wahing machine

and no.3 position in microwave oven. IFB has monopoly in

Dishwasher and clothe dryer.

2.2 Growth & Development

IFB is an us$ 250 million diversified business house having

interest and home appliances, automotive components, alcohol & marine

foods. Our business enjoys leadership status and in most product

categories have a dominant market share. The business is built on the

ethos of quality, technology & consumer focus as well as financial

prudence. The IFB brand enjoys very strong equity in the minds of the

consumers and is amongst the most desired brands in India.

Mission

Continuously maximizing the shareholder’s growth by manufacturing and

marketing best quality products that go into daily life.

IFB privilege

IFB home appliances pioneered

many modem trends in the Indian household Over the years, IFB has

developed products that have changed your lifestyle not only through

the very best in wash care technology, but also through a wide range

of state – of- the-art dryers, dishwashers & microwave ovens. Today

more than 3 million households on IFB products, making us of the

trusted home appliances companies in the country. Our customer base

is growing rapidly not only because of our products but also because

of the exceptional quality of service. Our service network covers the

length and breadth of the country, with more than 179 franchisees

across 995 towns; we feel that it is time of launch IFB privilege – a

truly rewarding loyalty programmed. More importantly, it is a ‘thank

you’ gesture to all our loyal customers who have always believed in

the superiority of our products and services.

2.3 Performers & other key performing data

Whirlpool India

On Thursday 26th of the July unveiled a new range of products in

six categories priced between Rs.10000 to Rs.100000.

Whirlpool said it hoped to capture 25 percent market share by

the year-end .the firm has around 18 percent market share at

present

Whirlpool strength is that it’s using sale promotion tool

advertising.

The firm a subsidiary of us-based whirlpool corporation ,has

also earmarked rs.100 crore as total marketing & advertising

spend for this year which would include television, print &

online campaigns.

LG India

Korean consumer durables manufacturer LG electronics is eyeing a

33 % market share in home appliances & Rs.6100 crore revenue (of

the India) by this year.

LG electronics India has achieved a total turnover of rs.16000

crore in 2010.

LG electronics India has aggressive plans to invest rs.240 crore

in marketing of home appliances.

Samsung India

Samsung India is eyeing a bigger share of the home appliances

market ,particularly the microwave segment.

Samsung is on the second position in the home appliance market.

Owing to rupee depreciation & its considerable important

content, the company had to hike prices by 6-7 percent since

November 2011.

Samsung is using a sales promotion tool in very vast area.

2.4 product overview

IFB home appliances

Products category

Air ConditionerWith the new range of IFB Split Air Conditioners and DC Inverter Air

Conditioners, summers are going to be cooler and winters are going to

be warmer. All thanks to some powerful features that work in tandem

to give an unparalleled performance. Be it your home sweet home or an

office space with a larger area, IFB Air Conditioners will go about

their job silently, no matter the temperature.

When it comes to efficiency and fresher air in your room, Titan Gold

Evaporator Fins works wonders by keeping the interiors of the unit

dirt and moisture free. And when the mercury soars, the heavy duty

cooler and high-speed blower swing into action to cool your environs

in quick time. While the 100% copper piping ensures superior

efficiency and worry-free operation, R410A gas provides greater

cooling without harming the environment. Silent and powerful, the new

range of IFB Air Conditioners pack in some great features including

High Cooling Capacity that cool even largest of spaces in the

shortest possible time, Feel Mode and Heat Mode. One of the flagship

models can even be switched on using a special smartphone app so that

you can chill your home before you even reach home.

On the installation and service front, IFB is the only brand to give

you FREE installation for your Air Conditioner by our specially

trained technicians, 365 days a year with a wide service network

across the country.

Bring home an IFB Air Conditioner and stay cooler during summers and

warmer even during the coldest winter months!

Top Loader Washing Machines

Ease your life and indulge in things you love the most with the new

range of Top Loader Washing Machines from IFB. The new Top Loaders

epitomizes form and functionality with eye-pleasing designs and the

revolutionary Deep Clean. What’s more, there’s Aqua Energie, Aqua Spa

Therapy, 3D and 4D Wash, Triadic Pulsator and Crescent Moon Drum.

These features make sure your machine makes optimum use of water and

detergent so that your power and water bills are always under

control. While the technology at work ensures an excellent wash, it

also handles your favourite clothes with the care they deserve.

The new range comes with powerful features including High-low Voltage

Protection, Memory Backup and Auto Imbalance Correction System,

protecting your machine from voltage fluctuations and ensuring smooth

functioning of the washing machine no matter where it is placed in

your home.

With the palate of colors available and a big display LED screen, the

new range of Top Loader Washing machines will complement your home

decor and you will definitely find them easy to use too. Be it a

nuclear family or a large family with bigger laundry worries, you

could now pick the one that suits your need with capacities ranging

from 6.5 kg to 9.5 kg with Intelligent Wash Programs.

What’s more, the new range of IFB Top Loaders come with a 2 year

warranty and 10 years of spare parts support with an outstanding

service network across India.

So what’s stopping your from buying a new Top Loader online? Compare

and buy the best from the comfort of your home at our brand website.

Microwave Oven

IFB microwave ovens are the perfect example of a beautiful blends of

performance and style.be it grilling tandoori chicken on the

rotisserie. Its microwave range will set u free to indulge in the all

things that you have dreamed of whilst enjoying the luxury of a

hassle free cooking experience. With IFB Microwave Ovens, it's not

just about good food for you and your family. With a range of Solo,

Grill, Convection and Rotisserie Microwave Ovens, add flavour to your

recipe repertoire and then explore some more. From Auto Cook Menus,

Combination Cooking, Multistage Cooking, Rotisserie, Fermentation,

Delay Start, Steam Clean, Deodorize to Disinfect, the features are

exciting enough to do more with your creativity be it experimenting

with flavours, textures or spices. A 3-year warranty on Magnetron and

Cavity means that you do not have to worry about the most critical

components in your microwave for a long time to come.

What's more, you could showcase your creations to the world

through IFB Spice Secrets Master.Chef. It's a unique initiative where

you could compete with upcoming home chefs who are keen to change

things forever in the kitchen with a microwave. If you want to show

the world some of your brilliant recipes, you could do it through the

social media and win prices too. Alternately, you could walk into any

of the IFB Point in your neighborhood where our friendly folks would

be happy to let you in on the secrets of putting your microwave to

best use.

Buy IFB Microwave Ovens online to embark on a culinary journey that

will excite you and your loved ones.

2.5 Detailed Departmental Overview

IFB industries ltd (originally known as Indian fine blanking. Has

over the last 35 years presence in India witnessed various ups and

downs in its business and is now on its move towards becoming a

sustainable and stronger player in the Indian consumer durable space.

The company’s business can be divided into 2 categories namely home

appliances and fine blanking(auto ancillaries & components business

the home appliances division is basically into retail, selling

various products like washing machines, microwave oven, dishwasher,

refrigerator, clothes dryer and kitchen appliances. The home

appliances sector accounts for 85% of revenues. The fine blanking

division is a manufacturing segment, manufacturing various high

quality fine blanked components catering mainly to the automobile

sector. This segment contributes the remaining 15% of the

revenues.IFB has facilities in Kolkata, Goa and 0Bangalore.

2.6 swot analysisWe have done swot analysis of Surat zone to go through the strength

weakness, opportunity and threat

Strength1. Main strength of IFB in Surat region is well known premium brand

itself.

2. IFB is already famous for premium category and mostly purchase by

higher class people and always well known for its premium

category.

IFB industris Ltd

Domestic Applianc

es

Washing Machine

Kitchen Applianc

es

Fine Blanking

3.IFB strength in Surat zone is its brand itself. Though it is apremium brand high class people are mostly brand loyal of IFB.

Weakness1. One of its weaknesses is ineffective promotion and high price

2. Lack of awareness among common people.

3. Lack of awareness of Microwave oven in middle class people.

4. Lack of advertisement.

Opportunity1. IFB has opportunities because expenses on white goods are

increasing day to day by common people.

2. IFB can brand itself as the best brand among all the brands.

3. IFB has opportunities because expense on white goods in

increasing day to day by common people. Very few players make

good front loading washing machine. IFB can take lead.

Threat1. Increasing sales promotion activity by major brands sometimes

threat for IFB.

2. Major brands have huge dealer network on the other side IFB has

some loyal dealer network.

3. Many new local brands are coming with low price category.

Research Design

3. Research & Methodology

3.1 Introduction

Talking about our project, the title of the project is market

analysis of consumer durable market for acquiring related data we

have formed one questionnaire which contains 12 questions. Basically

all these questions are focused on the consumer’s behaviour for

purchasing the magazine and what parameters they consider while

purchasing any magazine as well as asking their views and suggestions

for the improvement if the products.

We have learned the theoretical knowledge which requires for

completing this project. We have got the knowledge about the home

appliance industry, as well as the consumer behavior. After studding

these aspects of analysis we have tried to give the suggestions and

the recommendations for strengthening the future policies of the IFB

home appliances market.

This project will be helpful to the organization for knowing what is

consumers’ behavior regarding the analysis of washing machine and

microwave oven. Types of research here is using descriptive research.

Types of Research

Descriptive research

Descriptive research, also known as statistical research, describes

data and characteristics about the population or phenomenon being

studied. Descriptive research answers the questions who, what, where,

when and how...

Research instrument

The research instrument in this study is a structured questionnaire

to be filled by the respondents. The questions are both open-ended

and close ended to have a free opinion from the respondents.

3.2 Literature Review

1. Peter F. Mason, (1970) "market analysis of consumer durable

markets", European Journal of Marketing, , pp.34 – 41

Abstract

Highlights that in spite of the notion generally held, that

consumer durables are luxuries, the market displays some inertia

comparable to that of non-durables. Proposes that new analysis

of the structure of the consumer-durable markets leads to the

concept that they have basic strengths that can only be

temporarily violated. Distinguishes further between individual

initial sales and statistical initial sales, also between

individual replacement sales and statistical replacement sales.

Closes by stating that consumers are not really affected by

economic conditions, except in so far as they may postpone their

purchases – particularly in the replacement sector.

2. Fon Sim Ong, Philip J. Kitchen, Shih Shiuan Chew, (2010)

"Marketing a consumer durable brand in Malaysia: a conjoint

analysis and market simulation", Journal of Consumer Marketing,

pp.507 – 515

Abstract

Purpose – This paper aims to use conjoint analysis to examine how

Malaysian consumers make decisions regarding a consumer durable

product – namely room air conditioners – under multi-cue

situations.

Design/methodology/approach 

This study first assesses the impact of prior perceived

differences between brand names, country of manufacture, price,

quality, technological advancement, and warranty on product

evaluation. Second, the relative importance of the attributes as

evaluative criteria is determined by performing part worth

analysis. Six pertinent hypotheses are developed and tested.

Conjoint analysis is used to develop product profiles that

respondents could evaluate via a survey. This is followed by a

market simulation to suggest marketing strategies for Malaysian and

Japanese products (the latter dominate the Malaysian market).

Findings 

The findings indicate the importance of capitalising upon consumer

durables' intrinsic qualities, and the need to carefully consider

the relationship between price and quality. Ways to take advantage

of the strength of foreign brand names need to be understood and

operationalized. The simulation exercise also indicates ways in

which indigenous and external competitors could take advantage of

market opportunities.

Research limitations or implications 

The study does place in a Malaysian context, and moreover used a

convenience sampling approach. The need is demonstrable for more

representative probabilistic sampling. While country of origin

effect is understood, other criteria (i.e. design, assembly, and

source) need to be considered in future studies.

Practical implications 

It is felt that the approach utilised and the simulations

developed can be applied in other geographic and cultural contexts

and have implications for marketing strategies for branded consumer

durable typologies.

Originality or value 

The paper identifies and evaluates strategies for more effective

competition in the Malaysian room air conditioner market. The use

of conjoint analysis and market simulation provides a basis for

competitive advantage in a tightly focused market sector.

3.3 Details of Study

Research problem

IFB is the India’s largest selling in home appliances. Even in the

all India they are no.1 in its category of home appliances, specially

in front load washing machines. However due to other local language

magazines, they are facing a challenge in the local market.

The research problem is mainly “concerned with the identifying the

factors for the analysis in Surat zone. And also what are the

different means to promote the sales.

In the project, we have tried to identify that why IFB is in 1st

positions in front load washing machine market and 2nd in microwave

oven market. This research was mainly concerned to the present

scenario like south Gujarat people, their perception, their awareness

of this company etc. the major problem we got by this research is

lack of awareness of IFB company.

Sampling process

sampling Area: Ambala

Sample Size: 19 dealers

Sampling Procedure: Population Survey

Rational of the study

Home appliances industry in India is facing stiff competition after

liberalization and modernization. A front load washing machine

segment has expanded and various foreign companies are getting into

Indian markets to earn a share of the new profits. With increased

purchasing power and decreased waiting time, people are now getting

more & more attracted towards this segment. They want new

technologies with best quality and features. However, there are

various factors that a consumer considers during this process of

purchase.

Under this study we are researching these underlined factors or

variables that affect consumer’s decision or preference. We are

trying to study, Indian consumer’s needs, purchase behaviour & their

intentions while buying a washing machine in India.

Objective of the study

The project carried out for four main objectives

1. To carried out for market survey for knowing prevailing market

condition of IFB washing machines in Surat.

2. To find out various attributes or factor that affect the buying

behaviour.

3. To analyse the performance of dealers.

4. To evaluate the alternative preferences of delears.

3.4 Methodology

Data collection method.

Population survey, questionnaire.

Sources of Data

1. Primary data

These are the data that we collect directly from consumer or dealers

by asking direct question with them.

We have done some research work through internet and employees of IFB

to know more about it. My research work was mainly descriptive

because our range of survey was wide. These methodologies help us to

get wide range of information.

2. Secondary data

A. Internet like the economic times, business standard, web

sites.

B. Pie chart.

Scope of the Study

The research would help understand consumer’s preference & buying

behaviour towards home appliances. It would help companies

understand, consumers buying behaviour. Utilizing this research they

can formulate effective advertising & marketing campaigns. They can

understand competitors offering & can compare their own offerings

with that of the competitors.

Limitation of the study

I tried my best to get information and elicit responses required for

preparing the project report and management of organization .yet

there were some problems faced by me these are as follows:

1. We were unaware of demographic condition and we were new in

Surat zone.

2. Unavailability of dealers and busy schedule of dealers was

exclusive factor because of which a lot of time was wasted

during data collection.

3. The size of sample was small in relation to the Surat zone.

Further Future Plans

IFB is also producing now from this year refrigerator and AC.

Company hoped that, their market share will be increased by 5%

directly.

IFB is now giving small advertising in the times of India news

paper.so by this way they are also try to aware about their

product in home appliances market through advertising.

IFB is no.1 position in front load washing machines but now

their aim to make a good segment market in refrigerator and AC.

Final analysis

On

Top Loader Washing Machines, Air

Conditioner and Microwave Oven

Washing Machines

The IFB washing machine has a special cycle do all the thinking for

you .choose from the various options like top loading and front

loading to get the desired washing cycle. Each cycle delivers the

exact water temperature at the exact point in the cycle that each

garment type requires along with proper spin speed.IFB is market

leader in front load washing machine.

Types of Washing Machine

1. Frontload washing machine

2. Top load Washing machine

*

Introduction

IFB’s advanced user-friendly features are designed to combine

technology and simplicity, to help you choose the perfect program,

the least amount of water, electricity and detergent! The unique hot

wash option .it not only gives you the perfect wash, but also uses

the least amount of water, electricity and detergent.

Indian market overview of washing machine:

The washing machine market is valued at rs.1500 crore and is growing

at the rate of

40% in the fully automatic market.

Sub category is growing at the rate of 30% and 16%

respectively .washing machine sales are cyclical in nature and its

sales commences with the onset of monsoon.

Major players

Some of the major players in the category of washing machine market

are:

IFB

LG washing machine

Whirlpool

Videocon

Samsung

For liberalization of the Indian economy, only a few companies like

Samsung, Godrej, whirlpool and Videocon were the major players in the

consumer durables market, accounting for no less than 80% of the

market. Then after liberalization foreign players LG, Samsung,

whirlpool, Siemens came into the pictures .today, these players

control the major share of the consumer durables market.

Report Analysis on Washing Machine

We visited 20 dealers for our research all dealers have front load

and top load washing machine. But basically we focused on front load

washing machines so that our sample size is 15.

General information:

Various home appliances goods.

Maximum margin.

After sales, service providing.

Maximum sale of particular brand.

Sales promotion offers.

Preference of dealers.

Choices of customers.

Q.1 which company giving you maximum margin in front load washing

machine?

LG 3

Whirlpool 2

IFB 5

Samsung 4

Siemens 4

28%

17%22%

11%

22%

Chart TitleIFB LG Samsung Whirpool Siemens

Interpretation

As a survey of washing machine we defined that IFB is giving maximum

margin with 28% because of in front load washing machines IFB

provides very advanced technology.

Q.2 which company is giving best service providing after sales?

LG 4

Whirlpool 3

IFB 4

Samsung 6

Siemens 5

IFB18%

LG18%

Samsung27%

Whirpool14%

Siemens23%

Chart Title

Interpretation

With this data as per comparison other brands Samsung is giving best

service quality in market.so its ratio is 27%.

Q.3 which brand has maximum sale in the showroom?

LG 7

Whirlpool 1

IFB 2

Samsung 7

Siemens 2

IFB11%

LG37%

Samsung37%

Whirpool5%

Siemens11%

Chart Title

Interpretation

LG said at 6 kg capacity washing machine can reduce energy usage by

up to 30% over other washing machines & it’s priced in the range of

Rs.24290.

Q.4 which company gives best sales promotion?

LG 7

Whirlpool 5

IFB 1

Samsung 4

Siemens 2

IFB5%

LG37%

Samsung21%

Whirpool26%

Siemens11%

Chart Title

Interpretation

This data analysis prescribed that LG is giving more profit because

of its advertising and awareness with the ratio of 37% compare to the

other brands.

Q.5 which brand do you prefer for customer in front load washing

machine?

LG 4

Whirlpool 3

IFB 5

Samsung 4

Siemens 2

IFB28%

LG22%

Samsung22%

Whirpool17%

Siemens11%

Chart Title

Interpretation

With this survey almost dealers are that IFB is a reputed and first

company which is produced washing machines 1st in India and giving

warranty of 4 years, where other brands are giving only 2 years

warranty.

Q.6 which brand maximum choose by consumers?

LG 6

Whirlpool 4

IFB 1

Samsung 5

Siemens 2

IFB6%

LG33%

Samsung28%

Whirpool22%

Siemens11%

Chart Title

Interpretation

As per a survey of washing machine we defined that customers are

giving first preference to lg because of its popularity and awareness

so it’s a percentage of 33.

Microwave oven

A microwave oven, often colloquially shortened to microwave, is a

kitchen appliance that heats food by dielectric heating accomplished

with radiation used to heat polarized molecules in food. Microwave

ovens heat foods quickly and efficiently because excitation is fairly

uniform in the outer 25-38 mm of a dense food item. Food is more

evenly heated throughout than generally occurs in other cooking

techniques.

IFB microwave ovens are the perfect example of a beautiful blends of

performance and style.be it grilling tandoori chicken on the

rotisserie. Its microwave range will set u free to indulge in the all

things that you have dreamed of whilst enjoying the luxury of a

hassle free cooking experience.

Three types of microwaves are available in market.

1. Solo model

2. Grill model

3. Convectional model

IFB providing all of them but almost convectional model is more

sealable in market.

Report Analysis of Microwave Oven

We visited 16 dealers for our research all dealers have front load

and top load washing machine. But basically we focused on front load

washing machines so that our sample size is 15.

General Information:

Various home appliances goods.

Maximum margin.

After sales, service providing.

Maximum sale of particular brand.

Sales promotion offers.

Preference of dealers.

Choices of customers.

Q.1 which one is on 1st position in microwave oven?

Kenstar 2

IFB 3

Samsung 5

LG 4

Videocon 2

Kenstar13%

Ifb19%

Samsung31%

Lg25%

Vediocon13%

Chart Title

Interpretation

As we know that Samsung is on 1st position with 31% as a comparison of

other brands.specially its strength is vast advertising.

Q.2 which types of models mostly sale?

Solo 10%

Grill 20%

Convectional 70%

Solo10%

Grill20%

Convectional70%

Chart Title

Interpretation

As per the marketing survey convectional model is more saleable

rather than solo and grill. Because this type oven has all facilities

which are including in solo and grill specially.

Q.3 which company giving you maximum margin? How-much?

Kenstar 5%

IFB 10 to 15%

Samsung 25%

LG 15 to 20%

Videocon 10%

Kenstar7%

Ifb17%

Samsung36%

Lg26%

Vediocon14%

Chart Title

Interpretation

LG is on 1st position and giving good margin because of its popularity

and new advance features as compare to the others.

Q.4 which company is gives maximum sales promotion?

Kenstar 3

IFB 2

Samsung 4

LG 5

Videocon 3

Kenstar18%

Ifb12%

Samsung24%

Lg29%

Vediocon18%

Chart Title

Interpretation

As per the survey of this point Samsung is best because of its wide

advertising and low pprice as compare to others.

Q.5 which brand do you prefer for customer in microwave ovens?

Kenstar 4

IFB 4

Samsung 4

LG 3

Vediocon 2

Kenstar24%

Ifb24%

Samsung24%

Lg18%

Vediocon12%

Chart Title

Interpretation

As per this survey we can defined that particularly 3 major

players.kenstar, which is because of low price than Samsung & IFB

which are because of advanced technology.

Q.6 which brand maximum choose by consumers?

Kenstar 5%

IFB 15%

Samsung 40%

LG 30%

Videocon 10%

Kenstar5%

Ifb15%

Samsung40%

Lg30%

Vediocon10%

Chart Title

Interpretation

As the awareness of Samsung is more than other brands because of

sales promotion tool that is advertising, live events, media etc.

Recommendation, Suggestion and Conclusion

We find conclusion from this survey but with conclusion we have added

some suggestion regarding front loading washing machine market of IFB

in Surat zone.

1. We found that there is very good market of front loading

washing machine of IFB but to keep this momentum IFB should have to

make loyal dealer who can promote this brand.

2. One very serious complains we got to know from some dealer

that area in charge only takes care of some of dealers. This is a

cartel problem.

3. LG and some of the brands are not very good in comparison of IFB

but because of aggressive promotion in market they are in good

condition in market of south Gujarat. IFB should have to do some

promotional work.

Recommendation

1. Most of the dealer told that Elena SX & VX washing machines are

mostly sold in their store.

2. As we find most of the MWO consumers are of average income

group. Most price sensitive class in our society. That’s why IFB

should have to come with good promotion offers in market.

3. IFB should promote its brand through brand promotion activities

like exhibition or road shows to increase its awareness.

4. IFB should increase the availability of their products so that

the product can easily be available to the consumer at every

corner of the city.

5. Needs capture as much display as it can in the stores for batter

sales.

6. Dealers discount and schemes should be maintained to satisfy the

dealer.

7. IFB try to come up with special customize shop only for IFB

products.

Findings

1. IFB washing machines have a strong presence in almost 94% of the

dealers have IFB washing machines in their stores.

2. In terms of presence is in surat IFB is on 3rd position but in

microwave oven LG is on 1st number.

3. IFB had wide range in front load washing machines.

4. IFB had a very strong share market in front load washing

machines as compare to top load.

5. The major competitors of IFB are Samsung and LG, but whirlpool &

Videocon are future threat for IFB share market.

Bibliography

Website

www.ifbhomeappliances.com

www.ifbindustries.com

www.ciii.co.in

news papers

times of India

economic times

business standard

AppendixWashing Machine

Q.1 which company giving you maximum margin in front load washing

machine?

LG Whirlpool

IFB Samsung

Siamese

Q.2 which company is giving best service providing after sales?

LG Whirlpool

IFB Samsung

Siamese

Q.3 which brand has maximum sale in the showroom?

LG Whirlpool

IFB Samsung

Siamese

Q.4 which company gives best sales promotion?

LG Whirlpool

IFB Samsung

Siamese

Q.5 which brand do you prefer for customer in front load washing

machine?

LG Whirlpool

IFB Samsung

Siamese

Q.6 which brand maximum choose by consumers?

LG Whirlpool

IFB Samsung

Siamese

Microwave Oven

Q.1 which one is on 1st position in microwave oven?

Kenstar IFB

Samsung LG

Videocon

Q.2 which types of models mostly sale?

Solo Grill

Convectional

Q.3 which company giving you maximum margin? How-much?

Kenstar IFB

Samsung LG

Videocon

Q.4 which company is gives maximum sales promotion?

Kenstar IFB

Samsung LG

Videocon

Q.5 which brand do you prefer for customer in microwave ovens?

Kenstar IFB

Samsung LG

Videocon

Q.6 which brand maximum choose by consumers?

Kenstar IFB

Samsung LG

Videocon