rawats (1).docx

7/24/2019 rawats (1).docx

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A FINAL RESEARCH PROJECT

REPORT ON

MARKETING RESEARCH AND STRATAGIES OF BELIMO

HOLDING AG IN INDIA

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STUDENTS UNDERTAKING

I hereby certify that this is my original work and it has never been submitted elsewhere.

BBA VTH SEMESTER (EVENING) (SHIFT)BATCH 2013-2016

SUBMITTED TO: SUBMITTED BY:

M/S GARIMA SACHDEVA EKAGRA RAWAT

(ASSISTANT PROFESSOR) !"#$%&'&"

JAGANNATH INTERNATIONAL MANAGEMENT SCHOOL, KALKAJI

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ACKNOWLEDGEMENT

A lot of effort has gone into this training report. My thans are !"e to #any people$ith $ho# I ha%e &een 'losely asso'iate!.

I $o"l! lie all those $ho ha%e 'ontri&"te! in 'o#pleting this proe't. First of all I

$o"l! lie to sen! #y sin'ere thans to MS GARIMA SACHDEVA for her helpf"l

han! in the 'o#pletion of #y proe't.

I $o"l! lie to than #y entire &elo%e! fa#ily * frien!s for pro%i!ing #e #onetary as

$ell as non + #onetary s"pport as an! $hen re,"ire! $itho"t $hi'h this proe't$o"l! not ha%e 'o#plete! on ti#e. Their tr"st an! patien'e is no$ 'o#ing o"t in

for# of this thesis.

EKAGRA RAWAT

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CONTENTS

-es'ription ag

e no.

A'no$le!ge#ent /

0ontents $ith page no. 1

E2e'"ti%e s"##ary 3

0ertifi'ate of 'o#pletion 4

Intro!"'tion to the topi' 56&e'ti%es of the proe't 7

0o#pany profile 89

Statisti's 81

Ser%i'e an! net$or a%aila&ility :5

ro!"'t options :7

0o#petitor analysis /8

Maret 'apitali;ation //

Finan'ial analysis 1/

Re'o##en!ations 13

0on'l"sions 14

Bi&liography 15

4

LIST OF TABLES

S.no T!"# $%$"# &'# No.

8 Ta&le 8 /9

: Ta&le : 1/


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EECUTIVE SUMMARY

P*+,-. T.0,: 1

My proect !itle is M23,. ,4,2-5 *6 BELIMO HOLDING AG this proect contains

following elements"

O7+,-.8,4:1

!his proect is carried out to fulfill the following obectives.

!o find the #elimo #rand $trength in the %eat &entilation and 'ir conditioning market.

!o identify the Modern Marketing !echni(ues and !ools used by #elimo.

Investment made by #elimo in Modern and !raditional Marketing !ools.

!o analy)e the effectiveness of Modern Marketing tools.

*roblem encountered in using Modern Marketing tools.

!o suggest the measures received after negative finding.

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S-*9,:1

!he research is conducted in the organi)ational to follow a particular criterion. ,esearch has

to find a solution to estimate a particular problem or has to follow the way through which

organi)ation gets the idea how to increase its market.

R,4,2-5 M,.5**0*;


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CHAPTER1I

INTRODUCTION TO THE TOPIC

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INTRODUCTION

onsumers today are tired of being marketed to0 making !raditionalmarketing outbound and less effective. onsumers rather engage with

#rands and learn how they arrive to decision to purchase products and

services. !oday is much more about conversations0 not shouting out

messages 7 it8s bringing the customer with us. #uilding customer love is

about engagement and relationships0 give customers a reason to believe.

*articipation is not about letting go of your brand0 but instead it8s a

willingness to let others in. 9ive customers the means to play with your

brand and make it their own. :mpowering customers to talk to their

friends about firms products0 their influence is far greater.

'll points above make the marketers to think in the Modern Marketing

ways0 and Marketers need to take advantage of this Modern ways whichareMore economical, Reachable, Customer and Producer Oriented. ;ut

thinking ,ather than ;utspending ompetitors. Modern Marketers don8t

have to spend biggest budget0 by constantly getting in touch with their

target consumers with the latest tech. and effectively measuring ,;I

better than traditional marketers. Making the most of


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essential. !he term marketing is used to describe activities that create

value through voluntary echange between parties.

In marketing0 three concepts have a close connection. !hey include"

market0 product and marketer.

Market"

' market is an arrangement between a seller and a buyer in which"

!he seller agrees to supply the goods or the service.!he buyer agrees to pay the price.

efined this way0 the market is not necessarily a geographical location.

*roducts and services are purchased over the phone0 through mail and

electronic mail0 as well as online through the internet.

!he market share for a company or a product is the value of the total

sales for that product or the company divided by the total sales in the

market. It represents the proportion of the total market sales claimed by

the product or the company.

*roduct"

*eople satisfy their needs and wants with products. ' product is any

offering that can satisfy a need or want0 such as one of the 1A basic

offerings of goods0 services0 eperiences0 events0 persons0 places0

properties0 organi)ations0 information0 and ideas.

Marketer"

' person whose duties include the identification of the goods and

services desired by a set of consumers0 as well as the marketing of those

goods and services on behalf of a company. Marketers are skilled in

stimulating demand for their products. %owever0 this is too limited aview of the tasks that marketers perform. Dust as production and logistics

professionals are responsible for supply management0 marketers are

responsible for demand management. !hey may have to manage

negative demand Eavoidance of a productF0 no demand Elack of

awareness or interest in a productF0 latent demand Ea strong need that

cannot be satisfied by eisting productsF0 declining demand Elower

demandF0 irregular demand Edemand varying by season0 day0 or hourF0

full demand Ea satisfying level of demandF0 overfull demand Emore

demand than can be handledF0 or unwholesome demand Edemand for

unhealthy or dangerous productsF. !o meet the organi)ation8s obectives0

marketing managers seek to influence the level0 timing0 and composition

of these various demand states. 'ccording to definitions marketing

management is seen as a social and managerial process by which

individuals and groups obtain what they need and want through creating0

offering0 and echanging products of value with others.

Marketing $trategic

$trategy is viewed in different ways by various authorities. !he ;ford

'dvance learner8s ictionary defined a Gstrategy8 as art of planning and

directing an operation in a war or campaign or skill in planning or

managing any affair well0 or a plan or policy designed for a particularpurpose. handler E1C+2F sees a strategy as >the determination of the

basic long term goals and obectives of an enterprise and the adoption of

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courses of action and the allocation of resources necessary to carry out

the goals?.

!o aft E1C66F strategy is the plan of action that prescribes resource

allocation and other activities for dealing with the environment and

helping the organi)ation attain its goals.

Marketing strategy according to Hotler0 'rmstrong0 $aunders and @ong

E1CCCF is the marketing logic by which the business unit hopes to

achieves its marketing obectives.

!hat is shown how strategies for target markets and positioning buildupon the firm8s differential advantages. It should detail the market

segments on which the company will focus. !hese segments according to

Hotler et al E1CCCF differ in their needs and wants0 responses to

marketing and profitability. !he company should put its effort into those

market segment it can best serve from a competitive point of view. It

should develop a marketing strategy for each targeted segment.

!raditional marketing utili)es strategies likedirect sales0 !&0 radio0 mail0

print advertising Elike maga)ines0 coupon books0 billboards etc.F and

printed promotional materials like catalogs or brochures Eoften referred

to ascollateralF.!raditional methods may be the only means of reachingyour particular group of consumers. /or instance0 if you are interested in

targeting retiring :;s0 much of this demographic isn8t utili)ing the

internet or social media channels. *ersonBtoBperson selling is considered

by many a strategy of traditional marketing. !here is definitely a time

and place when this type ofdirect sellingis the most effective way to

market a product or service. !angibility. !raditional marketing offers

hard copy material. !here is something to be said about handing a

consumer some tangible printed material they can flip through at their

leisure.

!raditional marketing is a lot like throwing things against the wall and

hoping they stick. It is tough to track real (uantitative results.


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multiple industries. Meanwhile0 more consumers are resisting marketing efforts. ,etailing is

being transformed as small retailers succumb to the power of giant retailers and >category

killers? and storeBbased retailers meet competition from nonBstore retailers. /inally0 online

businesses such as 'ma)on created disintermediationby intervening in the traditional flow of

goods through distribution channels. In response0 many firms engaged in reinter mediation

and added online services to their eisting offerings.

N,> C*64?=, C29270.,4ustomers now perceive fewer real product differences and show less brand loyalty0 while

becoming more priceB and (ualityBsensitive in their search for value. In fact0 consumers have

substantially increased their buying power because of the Internet and can choose from a

greater variety of available goods and services. !hey have access to a huge amount of

information about practically anythingJand they can more easily interact0 place0 and receive

orders from home0 office0 or mobile phone. $ocial networking sites bring together buyers with

a common interest and allow them to compare notes on offerings. 'nd the Internet gives

consumers an amplified voice to influence peer and public opinion through My$pace0

Lou!ube0 and other sites.

N,> C*=926< C29270.,4ew forces are generating a new set of capabilities for companies0 starting with the use of the

Internet as a powerful information and sales channel that augments marketers8 geographical

reach. ,esearchers can collect fuller and richer data about markets0 customers0 prospects0 and

competitors. Internal communication is faster and easier with today8s technology. 'lso0

companies are facilitating and speeding communication among customers by creating >bu))?

through brand advocates and user communities. !arget marketing and twoBway

communication are easier0 thanks to the proliferation of specialBinterest maga)ines0 !&

channels0 and Internet technology. Marketers can now send ads0 coupons0 samples0 and

information to customers who

have re(uested them or given permission to have them sent. ompanies can reach consumers

on the move with mobile marketing. /irms can produce individually differentiated goodsbecause of advances in factory customi)ation0 computers0 the Internet0 and database software.

Managers can improve purchasing0 recruiting0 training0 and internal and eternal

communications. /inally0 corporate buyers can save by comparing sellers8 prices online and

purchasing at auction or posting their own buying terms.

!herefore emerge of new marketing took place which is described below for having good

knowledge about the new marketing techni(ues.

M*,6 M23,.6;

>Modern Marketing? is the emerging term describing the strategies0 tools0 best practices0 and

processes that respond to recent permanent shifts in modern audience decision making0 buyer

behavior0 and postBpurchase epression. !he period the human society is going through is now

reflected in various speciali)ed works by names that epress its traits EcharacteristicsF in

comparison with previous periods" the new economy the knowledge economy. In the new

economy0 each science redefines its obect0 method0 and scientific tool. Marketing is no

eception to this trend0 its contents being continuously redefined and reflected in the

framework of some concepts that reported in previous stages of marketing development are

grouped in a new concept0 called modern marketing. Modern marketing traces its origin to the

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primitive forms of trade. 's people began to adopt the techni(ues of work speciali)ation0 a

need for individuals and organi)ations to facilitate the process of echange emerged.


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organi)ations focus on making superior products and improving them over time0 assuming

that buyers can appraise (uality and performance.

S,006; E2

!he selling era@ another common business orientation0 holds that consumers and businesses0 if

left alone0 will ordinarily not buy enough of the organi)ation8s products. !he organi)ation

must0 therefore0 undertake an aggressive selling and promotion effort. !his concept assumes

that consumers must be coaed into buying0 so the company has a battery of selling andpromotion tools to stimulate buying.

M23,.6; E2

!he marketing era0 based on central tenets crystalli)ed in the midB1C5As0 challenges the three

business orientations we ust discussed. 16 !he marketing concept holds that the key to

achieving organi)ational goals consists of the company being more effective than its

competitors in creating0 delivering0 and communicating customer value to its chosen target

markets. !heodore =evitt of %arvard drew a perceptive contrast between the selling and

marketing era" >$elling focuses on the needs of the sellerK marketing on the needs of thebuyer. $elling is preoccupied with the seller8s need to convert his product into cashK marketing

with the idea of satisfying the needs of the customer by means of the product and the whole

cluster of things associated with creating0 delivering and finally consuming it.?

!he marketing era rests on four pillars" target market0 customer needs0 integrated marketing0

and profitability. !he selling era takes an insideBout perspective. It starts with the factory0

focuses on eisting products0 and calls for heavy selling and promoting to produce profitable

sales. !he marketing era takes an outside in perspective. It starts with a wellBdefined market0

focuses on customer needs0 coordinates activities that affect customers0 and produces profits

by satisfying customers.

T5, M23,.6; E2

/our *illars of Marketing :ra

T2;,. M23,.

ompanies do best when they choose their target marketEsF carefully and prepare tailored

marketing programs. /or eample0 when cosmetics giant :stee =auder recogni)ed the

increased buying power of minority groups0 its prescriptive subsidiary launched an >'ll

$kins? line offering 115 foundation shades for different skin tones. *rescriptive credits 'll$kins for a 45 percent sales increase since this product line was launched.

C?4.*=, N,,4

' company can carefully define its target market yet fail to correctly understand the

customers8 needs. learly0 understanding customer needs and wants is not always simple.

$ome customers have needs of which they are not fully consciousK some cannot articulate

these needs or use words that re(uire some interpretation. @e can distinguish among five

types of needs"

$tated needs0

,eal needs0


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elight needs0

$ecret needs.

I6.,;2., M23,.6;

@hen all of the company8s departments work together to serve the customers8 interests0 the

result is integrated marketing. Integrated marketing takes place on two levels. /irst0 the

various marketing functions sales force0 advertising0 customer service0 product management0

marketing research must work together. 'll of these functions must be coordinated from thecustomer8s point of view. $econd0 marketing must be embraced by the other departments.

'ccording to avid *ackard of %ewlettB*ackard >Marketing is far too important to be left

only to the marketing department? Marketing is not a department so much as a companywide

orientation.

!he

P*.270.Lou8ve come a long way baby.? !oday0 advertising is a

secondary tactic for all but the biggest brands0 primarily consumer and retail. Internet

marketing and social media have become integral to the modern marketing mi.

=et8s take a closer look at modern marketing0 inbound vs. outbound0 traditional vs. digital.

;ur M*,6 M23,.6; M I6*;295- illustrates all aspects on marketing0 along with

interrelationships.

Modern marketing is an evolved mi of strategic marketing0 traditional marketing0 internet

and new media0 and better results measurement. Modern marketing is more effective. More

cost0 efficient0 More measurable0 More targeted0 More social and mobile.

's stated above in the chapter the marketing mi consists of four main elements"

*roduct

*rice

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*lace

*romotion.

9etting the mi of these elements right enables the organi)ation to meet its marketing

obectives and to satisfy the re(uirements of customers.

In addition to the traditional four *s it is now customary to add some more *s to the mi to

give us $even *s. !he additional *s have been added because today marketing is far more

customer oriented than ever before0 and because the service sector of the economy has come

to dominate economic activity in this country. !hese 3 etra *s are particularly relevant to this

new etended service mi.

!he three etra *s are"

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evolved mi of strategic marketing0 traditional marketing0 internet and new media0 and better

results measurement. Modern marketing is more effective. More cost efficient0 More

measurable0 More targeted0 More social and mobile. !ake a look at Modern Marketing Mi

below"

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CHAPTER1II BELIMOS COMPANY PROFILE

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H4.*#:=IM;? is an acronymof three 9erman words" Q7,ratenQ EadviseF0 Q0efernQ EdeliverF and Q=*ntierenQ EinstallF.

#elimo speciali)ed in actuators0 which were delivered in 1C+ for the first time. !he first sales

company was opened in 9ermany in 1C. In 1CC0 the companys head(uarters was moved

to @et)ikon0 $wit)erland.

In the midB1C6As0 representatives in :ngland0 /inland0 orway0 'ustria0 enmark0 /rance0

$weden and %olland became independent distributors. !he company epanded with the

founding of #:=IM; 'ircontrols in the


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BELIMOS PRODUCTS:

P*?-. A,2

TTT click image for more information

A 2990-2.*64

G,6,20 A S*0?.*64

$tandard actuators and springBreturn actuators

for air control dampers in %&' systems

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S2,.< S*0?.*64

$afety actuators for motori)ing fire and smoke

control dampers.

R**= S


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B?4 S


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LITERATURE REVIEW

2.1 REVIEW OF THE LIERATURE

!he si reviews regarding the literature are collected from various articles form the books.

!he importance and factors of Modern Marketing in the following paragraphs are reviewed

which are as given below.

I6 B#B M23,.6;@ #@ M,;26 L,29describes the difference between the traditional and

modern marketing techni(ues0 and highlighted some differences which are as follows"

!raditional Marketing Modern Marketing

eeds to interrupt the customer to

get attention.

ustomer control attention and

marketer engage when and howconsumer wants.

*ushes a consistent message to

market place.

Marketers oin conversation by

enabling communities of

prospects.

=imited set of marketing channel ,apid *roliferation of new

measurable and targetable

channels.

It is ,ight #rained Ecreativity and

artF.

It is left brained E$cience and

MathF

're not held fully accountableand are not considered strategic

only.

an demonstrate bottomBlineimpact0 ustify their budget0 and

plan marketing mi with

(uantitative rigor.

'lso reviews best practices for #2# marketing and utili)ation of Modern Marketing to retain

that success0 and discussed in detail below"

M*,6 B#B =23,.6;

!he core tenants of Modern #2# Marketing is that modern marketers" Hnow that customers

control their attention and that marketers should engage when and how the ustomer wantsreate leverage by enabling and nurturing a community of customers0 prospects0 partners0 and

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other influencers 're leftBbrained Emath and science over creativity and artF 're accountable 7

and more influential as a result.

It is Important for #2# marketers to use marketing automation and adopt a modern approach

to their marketing. iscussing with &* $ales about system of record0 you8ll hear about ,M.

If you ask the /;0 you8ll hear about :,*. 'nd you8ll get answers from the &* $upport0 &*

%uman ,esources0 and almost every other department in the enterprise. #ut if you ask the

M;0 you8ll hear crickets or something about a hodgepodge collection of spreadsheets and

cobbledBon features to ,M !he need for marketing departments to have a platform andsystem of record >of their own? is driving modern marketers to adopt marketing software 7

and especially marketing automation 7 at an accelerating rate. 'nd these investments can

deliver ama)ing ,;I. onsider this" !he Marketo #enchmark on ,evenue *erformance found

that companies that use marketing automation source more pipeline from marketing0 have

more productive sales reps0 and eperience better revenue attainment.

!he most common mistakes #2# marketers make. It8s a mistake to take the responses to any

campaign and call them leads. ownloading your paper0 watching your demo or signing up

for your @ebinar doesn8t make someone a lead. allBorBnothing propositions? that re(uire you to

fully implement the new system0 transforming your processes completely. #ut marketing

automation is different. Marketing automation can deliver fast results 7 but then re(uires

ongoing usage and adapting business processes to get full benefit. !he most successful users

of marketing automation have a big vision for what they want to do0 but deliver fast value and

then evolve from there to drive maimum value. In other words0 go for the (uick wins. ;ften0

this is in a basic =ead ,ecycling strategy0 or basic lead scoring to help prioriti)e sales time on

the hottest leads and opportunities.

;ne of the biggest changes is that marketing automation is no longer so emailBcentric. :mail

is still important0 but increasingly it8s ust one of many channels used for developing

relationships with leads. /or eample0 social is increasingly important. If you >=ike? Marketo

on /acebook and I can get my status updates to show up in your newsfeed0 then nurturing the

relationship 7 probably even more effectively than would over email. !he same is true for

your =inkedIn today0 *interest account0 or any other channel where people can follow your

brand. ;n the lead scoring side0 it8s no longer confined to behaviors ust on the corporate

website.

IN A2726 J*?620 * B?46,44 26 M262;,=,6.@ #&"@ R2=6 R2562=2 26 A0H*44,6 B,3 *74,8, the field of marketing is dynamic. hanges occur continually and

often (uickly. Marketers must maintain close contact with these changes through a steady diet

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of information. !he future isn8t ahead of us. It has already happened0 says marketing teacher

Hotler. 'nd this future which we are seeing today has brought with it many opportunities as

well as challenges. @hile on the one hand globali)ation and liberali)ation have brought down

geographical barriers0 technological advancement has made the world a smaller place. !his

change in the marketing environment necessitates a reBlook at the entire marketing function

and strategy. !he four pillars of marketing strategy have0 been product0 price0 promotion and

place. %owever0 they have ac(uired newer dimensions in changing times.

A--*6; .* P509 K*.0, (#&)@ =23,.6; 6-0?,4 % -*=9,.6; -*6-,9.4 that therecent 2 concepts are the most modern competing concepts and modern marketing is

integrated of them. !hese 5 concepts are"

P*?-.*6 E2!he production era@ one of the oldest in business0 holds that consumers prefer products that

are widely available and inepensive. Managers of productionBoriented businesses concentrate on

achieving high production efficiency0 low costs0 and mass distribution. !his orientation makes

sense in developing countries0 where consumers are more interested in obtaining the product than

in its features. It is also used when a company wants to epand the market. !eas Instruments is a

leading eponent of this concept. It concentrates on building production volume and upgrading

technology in order to bring costs down0 leading to lower prices and epansion of the market. !hisorientation has also been a key strategy of many Dapanese companies.

P*?-. E2;ther businesses are guided by the product concept@ which holds that consumers /avor those

products that offer the most (uality0 performance0 or innovative features. Managers in these

organi)ations focus on making superior products and improving them over time0 assuming that

buyers can appraise (uality and performance.

S,006; E2

!he selling era@ another common business orientation0 holds that consumers and businesses0 if

left alone0 will ordinarily not buy enough of the organi)ation8s products. !he organi)ation must0therefore0 undertake an aggressive selling and promotion effort. !his concept assumes that

consumers must be coaed into buying0 so the company has a battery of selling and promotion

tools to stimulate buying.

M23,.6; E2!he marketing era0 based on central tenets crystalli)ed in the midB1C5As0 challenges the three

business orientations we ust discussed. 16 !he marketing concept holds that the key to achieving

organi)ational goals consists of the company being more effective than its competitors in creating0

delivering0 and communicating customer value to its chosen target markets. !heodore =evitt of

%arvard drew a perceptive contrast between the selling and marketing era"

>$elling focuses on the needs of the sellerK marketing on the needs of the buyer. $elling ispreoccupied with the seller8s need to convert his product into cashK marketing with the idea of

satisfying the needs of the customer by means of the product and the whole cluster of things

associated with creating0 delivering and finally consuming it.?

!he marketing era rests on four pillars" target market0 customer needs0 integrated marketing0

and profitability. !he selling era takes an insideBout perspective. It starts with the factory0 focuses

on eisting products0 and calls for heavy selling and promoting to produce profitable sales. !he

marketing era takes an outside in perspective. It starts with a wellBdefined market0 focuses on

customer needs0 coordinates activities that affect customers0 and produces profits by satisfying

customers.

A--*6; .* ,4,2-5 -*6?-., 7< M23,.6; A?.*=2.*6 E9,. M2.5,> S>,,,


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them have started using software to track their campaigns0 adopted content marketing as part

of their overall web tactics0 and have optimi)ed lead generation and lead nurturing techni(ues

to make the most of the traffic they get from their websites.

,egardless of your business si)e0 it is essential for you as a business owner to effectively

adopt new marketing strategies that could help your brand reach new heights. %ere I outlined

some of the ways modern marketers easily beat their traditional counterparts.

A--*6; .* S8,6 H?.< .*2


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=everage technology B M23,.6; 524 7,,6 ,6,

46-, .5, &!4@ 9*86; .5, -*6-,9. * #&4.-,6.?< M23,.6;

!he concept of marketing has been debated and evaluated regularly since marketing was

recogni)ed as a distinctive discipline and domain. Many definitions of marketing have beenput forward over the years as each generation tries to capture what marketing is and what it

means to them. ;ver the past 5A years0 marketing has been redefined to fit new contets0 for

eample in notBforBprofit0 political and social sectors. In more recent years0 new technology0

techni(ues and media have brought with them more opportunities for reBdefining marketing.

!hese definitions often appear to dilute the meaning of marketing in some way0 with the

words marketing0 sales0 advertising0 customer service and interactions used interchangeably

and adapted by marketers or salespeople to suit their own ob focus. Many definitions

describe different facets and related terms but they do not always convey the much broader

ideology and process that is part of marketing. 'gainst this background this paper selects key

definitions of marketing from the past 5A years and evaluates the differing perspectives

offered by those definitions throughout the decades. ,ecurring themes used in definitions arepresented decade by decade so that themes can be summari)ed and comparisons made. It then

discusses the value and use of both traditional and more fleible definitions and

interpretations of marketing for the 21st century.

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RESEARCH METHODOLOGY

Population

!he aim of the ,esearch is to identify 7 The study about how one of the emerging HVAC

firms elimo, using Modern Mar!eting Techni"ues as a tool to become a success in their

#roduct category.

In India0 the following 9roups are available which are utili)ing Modern Marketing !ools for

the %eat &entilation and 'irconditioning Market. 'nd these are as follows"

#elimo 'ctuators India *vt. =td.

%oneywell 'utomations =td.

$iemens India =td. Dohnsons ontrol =td.

$chneider :lectrics.

3.2 Sample Size

;ut of groups who are using Modern Marketing tool0 we have selected #elimo 'ctuators

India *vt. =td.

ow #elimo 'ctuators India *vt =td. is having total of five offices in all India. elhi0

Mumbai0 #angalore0 hennai0 Holkata0 of which we have selected elhi and Mumbai for our

research.

In elhi and Mumbai total number of personals working is in fifty numbers. @e have selected

5 members for our sample and (uestioners.

!he survey among 2A people outside the brand community was carried out in elhi and it was

aimed at gathering the initial data0 analysis of which allows depicting the perception of the

brand among nonBcommunity members.

!he target groups for my sample are :mployee and :mployer of the #elimo0 and %&'

contractor8s people.

3.3 Sampling et!o" U#e"

T5, =,.5* ?4, * 4,0,-.6; .5, B,0=* 4 ,andom $ampling Method. 'nd the method of

interviews was chosen as the most suitable for gathering reliable information for the study as

it allows ac(uiring (ualitative data concerning the feelings and perspectives on the #elimo

brand. !hrough openBended (uestions a respondent is able to epress him freely with no strict

frameworks of a (uestion. InBdepth interviews are usually carried out personally0 which

allows recording not only verbal information a respondent provides0 but also hisSher

nonverbal behavior representing personal reflection to the (uestions. 's a result0 the method

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provides both answers to the stated (uestions and enough background data that helps to

interpret the answers0 understand the interviewees8 motives and where his feelings came from.

3.$ T%pe o& 'ata an" 'ata (olle)tion

!o achieve my obective0 I have chosen the following ata"

*rimary ata"

$urvey" ' detailed -uestionnaire was prepared and interviewed the ,egional $ales Managerand $ales Manager of #elimo in the ational apital ,egion was recorded.

*aperB*encilB-uestionnaire" 'll of the responses are from them to whom the (uestionnaire

was administered and the responses were taken from them in the paper pencil format. !he

survey contained (uestions on their eperience of using the #elimo $trategic plans0 their

criteria for selection of the MarketK it8s after sales service0 etc. !he (uestions were maorly

closed (uestions and likert scale was used in some (uestions.

$econdary ata"

ompany records" 'll the manuals and brochures available in the company to understand the

companies Market ,ecords. !he #elpress helps me a lot to gather secondary information.

Internet" !o find details about the competitors.

Dournals and maga)ines" &arious maga)ines and ournals are available on %eat &entilation and

'ir conditioning from which the #elimo makes their footprint to the Market.

:ven though the data was easily collected but it was difficult to held the interviews. 's time wasreally constraint. 'nd the personals who were interviewed had very busy schedules regarding

their business meeting. #ut they took some period of time to answer the (uestionnaires.

34


35/62

CHAPTER1III

DATA ANALYSIS AND DISCUSSION

$*a+ Tool# u#e" &o, 'ata Anal%#i#

!he basic tools used for the analysis of data were"

Interview $chedule" $tructured Interview

35


36/62

M$B:O:=" Microsoft :cel is a spreadsheet application written and distributed by

Microsoft. Microsoft :cel has the basic features of all spreadsheets0 using a grid of cells

arranged in numbered rows and letterBnamed columns to organi)e data manipulations like

arithmetic operations.

$*-+ 'i#)u##ion# an" ,ep,e#entation o& Re#pon#e#

$& M23,. 452, * B,0=* 6 N*.5 ,;*6 M23,.

T270,$& #elimo $ales in different regions comparative to others.

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