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    Project Report

    On

    CONSUMER PREFERENCE AND BRAND IMAGE

    FOR

    WINDSOR CABLE PVT.LTD.

    Submitted in Partial Fulfillment

    Of the Requirement

    Of Master of Business Administration

    Project Supervisor Submitted By:

    MR.Y.P DUA Ashish Saini

    Marketing manager ENR No. 09961203910

    Submitted To:

    Banarsidas Chandiwala Institute of Professional Studies,Dwarka, New Delhi.

    (Affiliated to Guru Gobind Singh Indraprastha University)

    SESSION 2010 - 2012

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    DECLARATION

    I hereby declare that this Project Report titled CONSUMER PREFERENCE AND BRAND

    IMAGE at Windsor Cable Pvt. Ltd. submitted by me to Banarsidas Chandiwala Institute of

    Professional Studies, Dwarka is a bonafide work undertaken during the period from June 2011 to

    August 2011 by me and has not been submitted to any other university or Institution for the award

    of any degree diploma / certificate or published any time before.

    Name: Ashish Saini

    Date: 20 /10/2011

    Enroll No. : 09961203910

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    BONAFIDE CERTIFICATE

    This is to certify that as per best of my belief the project entitled CONSUMER PREFERENCE

    AND BRAND IMAGE at Windsor Cable Pvt. Ltd. is to bonafide research work carried out by

    AshishSainistudent of MBA, BCIPS , Dwarka, New Delhi, in partial fulfillment of the requirement

    for the Project Report of the Degree of Master of Business Administration.

    He has worked under my guidance.

    Name : Ms. SulekhaMunshi

    Project Guide

    Counter signed by

    Name: Dr. SatishTaneja

    Director

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    ACKNOWLEDGEMENT

    Exchange of ideas generates a new object, which helps a person to work in a better way. When a

    person is helped and provided guidance by others, his heart is found to pay gratitude and

    commutative appreciation.

    This report bears the imprints of many people for this I first express my deep sense of gratitude to

    our Director,Mr. SatishTaneja who has been a constant source of inspiration to us.

    I express my profound sense of gratitude to my guide Mr. YP.DUA(Assistant Manager), for all the

    encouragement and inspiration given to me during the preparation of this report and having made

    valuable critical comment on it.

    I would be failing from my duties if I do not express my gratitude all my faculty members, for all the

    encouragement and inspiration given to me during the preparation of the project report and for their

    valuable teaching and guidance throughout.

    Last but not the least I would like to recognize my parents for their timely check and suggestions

    over all the proceedings. To all those people and those unmentioned, my heartfelt thanks.

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    PREFACE

    Someone has rightly said that practical experience is far better and closer to the real world than mere

    theoretical exposure. The practical experience helps the student to view the real business world

    closely, which in turn widely influences his/her perceptions and understanding of the real situation.

    Research work constitutes the backbone of any management education program. A management

    student has to do research work quite frequently during his entire life span. The research work

    entitled CONSUMER PREFERENCE AND BRAND IMAGE aims to know consumer awareness

    regarding Windsor and the product offered by it.

    The present report is a part of the project that contains the work done by me during the training

    period at Windsor India Ltd.

    This project has offered me an opportunity to put all my efforts and the theoretical knowledge to

    practice and enhance my knowledge, and at the same time, given me practical experience in the field

    of marketing. It is surely going to help me in my future projects too.

    In the preparation of this report, I have made every effort to ensure that all steps involved in

    development of this project are adequately covered and the report be completed in it. Any

    suggestions for improvement, if rendered, will be gratefully accepted.

    I sincerely hope that this project will prove pure knowledge imparting, through provoking and thus

    stimulating future research work on these guideline.

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    TABLE OF CONTENTS

    ACKNOWLEDGEMENT

    I

    PREFACE

    II

    Chapter

    No.

    Contents Page No.

    1 EXECUTIVE SUMMARY 1

    2 INTRODUCTION TO COMPANY 1

    OBJECTIVES OF RESEARCH 35

    REVIEW OF LITERATURE 18

    3 PRODUCT PROFILE 24

    4 RESEARCH METHODOLOGY 36

    LIMITATIONS OF THE STUDY 41

    5 DATA ANALYSIS & INTERPRETATION 42

    FINDINGS & CONCLUSION

    6 RECOMMENDATIONS & SUGGESTIONS 64

    BIBLIOGRAPHY

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    CHAPTER I

    EXECUTIVE SUMMARY

    The company was establish 25 years ago in 1986 as Windsor Cables Pvt Ltd. It has come a long

    way in establishing itself as quality manufacturer in the Cable industry. It has most modern testing

    equipments and quality control facilities to manufacture cables as per Indian as well as International

    standards. Windsor Cables Pvt. Ltd. is equipped with machinery of latest design and its

    manufacturing plant has well established lines.

    Today our country is fast developing in terms of rural electrification, Industrial development,

    automation, architectural innovation and new source of power generation. To keep pace with the

    growing demand our policy is to serve with enhance quality, productivity, accuracy, efficiency and

    customer satisfaction with competitive cost.

    Marketing is the function that primarily determines: -

    o What the product or service shall be

    o How it shall be presented, promoted and distributed to the customer and kept useful to him

    and

    o How it shall be priced.

    o

    In the role of provider of goods and services, we make marketing related decisions as choosing whoour customers are, what goods and services to offer, whether to sell one goods & services, what

    features emphasize and what price to charge.

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    The objective of making this project is to study the consumer perception towards Windsor products

    and to study customer preference for it.

    CHAPTER-II

    Introduction

    Starting from a fledging organization 25years ago, Windsor Cables Pvt Ltd., has come a long way in

    establishing itself as quality manufacturer in the Cable industry. Windsor Cables Pvt. Ltd. is

    equipped with machinery of latest design and its manufacturing plant has well established lines. It

    has most modern testing equipments and quality control facilities to manufacture cables as per

    Indian as well as International standards.

    Today our country is fast developing in terms of rural electrification, Industrial development,

    automation, architectural innovation and new source of power generation. To keep pace with the

    growing demand our policy is to serve with enhance quality, productivity, accuracy, efficiency and

    customer satisfaction with competitive cost.

    Marketing is the function that primarily determines: -

    o What the product or service shall be

    o How it shall be presented, promoted and distributed to the customer and kept useful to him

    and

    o How it shall be priced.

    In the role of provider of goods and services, we make marketing related decisions as choosing who

    our customers are, what goods and services to offer, whether to sell one goods & services, what

    features emphasize and what price to charge.

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    The company is regarded as renowned and trusted manufacturers who always strive to provide the

    finest quality products to clients. The products undergo stringent quality tests before they are finally

    send to the client. With the vast experience, motivation and in-depth industry knowledge, the

    company is committed to deliver high precision cables to ensure

    Type of business is Manufacturing & Exporting. It is establish in the year 1986.

    Major Markets is India & its subcontinent. The total number of employees works in the company is

    50 60 people.

    MARKETING MIX

    The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical

    components of a marketing plan. Also known as the Four P's, the marketing mix elements

    areprice,place ,product, andpromotion.

    The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk,

    flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements

    contained in it. So for a sweet cake add more sugar!

    http://www.marketingteacher.com/Lessons/lesson_pricing.htmhttp://www.marketingteacher.com/Lessons/lesson_place.htmhttp://www.marketingteacher.com/Lessons/lesson_plc.htmhttp://www.marketingteacher.com/Lessons/lesson_promotion.htmhttp://www.marketingteacher.com/Lessons/lesson_pricing.htmhttp://www.marketingteacher.com/Lessons/lesson_place.htmhttp://www.marketingteacher.com/Lessons/lesson_place.htmhttp://www.marketingteacher.com/Lessons/lesson_plc.htmhttp://www.marketingteacher.com/Lessons/lesson_promotion.htm
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    Some commentators will increase the marketing mix to the Five P's, to includepeople. Others will

    increase the mix to Seven P's, to include physical evidence(such as uniforms, facilities, or livery)and process (i.e. the whole customer experience e.g. a visit the Disney World). The term was coined

    by Neil H. Borden in his article The Concept of the Marketing Mix in 1965.

    PRICE

    There are many ways to price a product. Let's have a look at some of them and try to understand the

    best policy/strategy in various situations

    Premium Pricing:-

    Use a high price where there is uniqueness about the product or service. This approach is used

    where aa substantial competitive advantage exists. Such high prices are charge for luxuries such

    as Cunard Cruises, Savoy Hotel rooms, and Concorde flights.

    Penetration Pricing:-

    http://www.marketingteacher.com/Lessons/lesson_people.htmhttp://www.marketingteacher.com/Lessons/lesson_physical_evidence.htmhttp://www.marketingteacher.com/Lessons/lesson_process.htmhttp://www.marketingteacher.com/Lessons/lesson_people.htmhttp://www.marketingteacher.com/Lessons/lesson_physical_evidence.htmhttp://www.marketingteacher.com/Lessons/lesson_process.htm
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    The price charged for products and services is set artificially low in order to gain market share.

    Once this is achieved, the price is increased. This approach was used by France Telecom and Sky

    TV.

    Economy Pricing:-

    This is a no frills low price. The cost of marketing and manufacture are kept at a minimum.

    Supermarkets often have economy brands for soups, spaghetti, etc.

    Price Skimming:-

    Charge a high price because you have a substantial competitive advantage. However, the

    advantage is not sustainable. The high price tends to attract new competitors into the market, and

    the price inevitably falls due to increased supply. Manufacturers of digital watches used a

    skimming approach in the 1970s. Once other manufacturers were tempted into the market and the

    watches were produced at a lower unit cost, other marketing strategies and pricing approaches are

    implemented.

    Premium pricing, penetration pricing, economy pricing, and price skimming are the four main

    pricing policies/strategies. They form the bases for the exercise.

    PLACE

    Another element of Neil H.Borden's Marketing Mix is Place. Place is also known as channel,

    distribution, or intermediary. It is the mechanism through which goods and/or services are moved

    from the manufacturer/ service provider to the user or consumer.

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    There are six basic 'channel' decisions:

    Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler).

    Single or multiple channels. Cumulative length of the multiple channels.

    Types of intermediary (see later).

    Number of intermediaries at each level (e.g. how many retailers in Southern Spain).

    Which companies as intermediaries to avoid 'intra channel conflict' (i.e. infighting between local

    distributors)

    PRODUCT

    For many a product is simply the tangible, physical entity that they may be buying or selling.

    You buy a new car and that's the product - simple! Or maybe not. When you buy a car, is the

    product more complex than you first thought?

    The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is

    planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as

    it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and

    die out (decline).

    PROMOTION

    Another one of the 4P's is promotion. This includes all of the tools available to the marketer

    for 'marketing communication'. As with Neil Bordens marketing mix, marketing

    communications has its own 'promotions mix.' Think of it like a cake mix, the basic

    ingredients are always the same. However if you vary the amounts of one of the ingredients,

    the final outcome is different.

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    The elements of the promotions mix are:

    Personal Selling.

    Sales Promotion & advertising.

    Public Relations.

    Direct Mail.

    Trade Fairs and Exhibitions.

    OBJECTIVE OF THE STUDY-

    This study aims at:-

    To gather information about the demand.

    To know about the Windsor cable image in the market

    To know about the satisfaction level of customer and retailer.

    To find out what the customer and retailer wants.

    To knew the market share of company

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    REVIEW OF LITERATURE-

    The concept of brand image has been very significant to consumer behavior

    from post 1950s. As Aaker and Keller confirmed in Hsiehs study that, brand image

    has been considered a vital part of a firms marketing program, not only because it

    serves as a foundation for tactical marketing mix issues but also because it plays an

    integral role in building long term brand-equity (1990).

    Definition:

    Earlier definitions of brand image are presented in broad terms by Dobni

    (1990) who put forward the following writers understanding of brand image. Newman

    stated it as everything the people associate with the brand (1957). Reynolds (1965)

    confirms that an image was centered on drawing a few key beliefs from a vast variety of

    sources, thus creating your own impression based on the brand. Herzogs concurs that

    brand image was the sum of the total impressions. (1973). Indeed, such definitions all

    concur together; echoed by the words of Levy who stated that a brand image is a

    constellation of pictures and ideas in peoples minds that sum up their knowledge of the

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    brand and their main attitudes towards it (1978). A more recent insight into brand

    image was added by Woodside who defined image as the degree of positive or

    negative affect associated with psychological object (Reid, 2001).

    Theory behind brand image:

    According to Tyler (1957), there are three approaches to brand image:

    Subjective, Objective and Literal.

    The first type, is a subjective image, this is when a potential customer hears or sees the

    brand name/logo and feel obliged to purchase the product or service, despite a lack of

    understanding as to why this is the case. The case simply relates to how the brand is

    perceived as significant to an individuals self-consciousness.

    The second type of brand image is the objective form which is the attempt to generate

    an emotional need for the product, leaving you with the feeling that you need to

    purchase the product so as to satisfy this need.

    The third is literal image, i.e. a logo which represents a company. This

    implies that upon seeing this picture/logo, the name of the company does not need to

    be uttered as the picture tells the consumer the whole story e.g. Nike with the tick or

    McDonalds with the golden arches. Evidently, the approach used to obtain and sustain

    a brand image will vary upon several factors as reflected by the analysis presented by

    Tyler.

    Oxenfeldt and Swanns idea was that the brand image should allow the

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    company to establish its position within its market segment, protecting it from

    competition, thus allowing them to build upon this with market share growth (Park et al,

    1986).

    Moreover Park et al (1986) put forward in Bhats article that the importance of

    establishing a brand image relevant to its market segment in which it is based, is

    significant so as to ascertain a strong brand position, help create a barrier to entry for

    potential competitors: thus raise the brands performance in the market.

    RESEARCH GAP

    There are areas which have been identified and do require further investigation.

    The main issues that the some studies had not specified about the requirements

    of the customers regarding the product.

    However, some studies have suggested about various factors of purchase

    decision but does not help in decision making & strategic formulation.

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    CHAPTER III

    COMPANY PROFILE

    The company is regarded as renowned and trusted manufacturers who always strive to provide the

    finest quality products to clients. The products undergo stringent quality tests before they are finally

    send to the client. With the vast experience, motivation and in-depth industry knowledge, the

    company is committed to deliver high precision cables to ensure

    Business type

    o It works as Manufacturer and Exporter

    Year of establishment

    o It was established in year 1986

    Major Markets

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    o It deals in india and Indian subcontinent like Bhutan, Bangladesh, Nepal etc.

    Total number of employees

    o No. of employs work are around 50 people.

    Vision:

    "To be a globally recognized corporation that provides best electrical & lighting solutions,delivered

    by best-in-class people."

    Mission:

    To achieve our vision through fairness, business ethics, global reach, technological expertise,

    building long term relationships with all our associates, customers, partners, and employees.

    Values:

    Customer Delight a commitment to surpassing our customer expectations Leadership by example. A

    commitment to set standards in our business and transactions based on mutual trust.

    Integrity and Transparency: A commitment to be ethical, sincere and open in our dealings.

    Application Areas

    With our harmless, dependable & durable cables we are successfully catering to the various wiring

    needs of every industries. Some of the following are:

    Construction Industry

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    Shipping Industry

    Oil & Natural Gas Sector.

    Railway Industry

    Telecommunication Sector

    Customization

    Customization has been our specialty. Our flexible mode of operation has helped us to coordinate

    with clients and create a collection at par with their specifications and expectations. Our team works

    in pace with our customers to obtain precious inputs and suggestions. This helps them to develop

    new collections and improvise the existing ones in various aspects

    Why Windsor?

    Proven Experience : 35 Years of rich industry experience

    Dedicated team of engineers to ensure superior quality of products

    Our raw material is obtained from industry pioneers such as: Hindalco Industries (Birla

    Copper), Hindustan Cop[per Ltd., National AluminiumCo.Ltd. (NALCO), Bharat Aluminium

    Co. Ltd. (BALCO),

    Trusted Network: We have an extensive network of trusted distributers pan-India. We build

    and encourage strong relationships and we pride ourselves in customer satisfaction and timely

    delivery of goods at a competitive price.

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    Clients of Windsor

    Our qualitative cables have made us a trusted name among our widespread clients. . Through direct

    institutional sales, we have been able to make the interaction with our customers faultless and it also

    increase cost effectiveness sales of products.

    Owing to our superior quality raw material and a well equipped manufacturing unit, we have been

    able to serve large number of segments. Some of our valuable clients are:

    ABB

    Simens

    BHEL

    NTPC

    Airport Authority of India

    Port Trust

    Vestas

    Dhoot Group of Properties

    MH Channel

    THDC

    Railways

    BSNL MES

    Airforce

    Border Flood Lights Division

    PSEB

    MSEB

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    Our Quality

    Quality is Our Hallmark. Being an ISO-9001 - 2000 certified company and well equipped with

    state-of-the-art quality control and testing facilities we are poised to offer absolute quality as desired

    by our domestic as well as global customers. We follow fully documented quality control measures

    from procuring raw material to testing finished products ensuring superior quality Cables.

    SWOT ANALYSIS

    Strengths:

    Location: all the outlets are located near railway stations.

    Distribution channel is very strong.

    Talented and loyal staff support

    Less cost involved

    Good liaison

    Weaknesses:

    Competition is very hard

    Not a very big player like Mc Donald etc.

    Centralized control

    Less promotion

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    Target customers are travelers only general public should be targeted.

    Opportunities:

    New market as general public

    Entering international market

    Exports of products

    Establishment of more outlets in major markets

    promotion has major role to play

    Threats:

    Hard competition

    Difficult to enter international market

    Financial risk

    Centralization

    Government policies keep changing

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    World economy keeps changing

    VARIOUS PRODUCT OF WINDSOR

    Cables & Wires

    XLPE means cross linked polyethylene or vulcanized polyethylene. The basic material is low

    density polyethylene. Polyethylene is a thermoplastic material consisting of long chain of

    hydrocarbon molecules. At elevated temperatures these molecules tend to move relative to one

    another so that the material becomes increasingly deformable and will eventually melt at the

    temperature around 1 10C. We provide our customers a wide range of power cables made of finest

    quality materials .

    LT XLPE Insulated Power Cable

    LT PVC Insulated Power Cable

    LT XLPE Control Cables

    LT PVC Control Cables

    Flexible Wire and Cable

    Rubber Cable

    Area Bunch Cable

    Co-Axial Cable

    Instrumenatation Cable

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    1) LT XLPE Insulated Power Cable

    Windsor Three and half core LT XLPE Insulated Power Cable with aluminium 1100 voltsTechnical Advantages-

    1. Longer service life.

    2. Better resistance to surge currents.

    3. High resistance to moisture.

    4. High short-circuit rating.

    Commercial Advantage-

    1. Low laying cost because of comparatively small diameter of cable and lighter weight.

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    2. Low installation charges.

    o Windsor two power cable

    They offer Windsor two power xlpe insulated and pvc sheathed armoured/unarmoured power cables

    with aluminium conductor suitable for 1100 volts.

    o Three core xlpe power cable

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    We offer Windsor three core xlpe insulated and PVC sheathed armoured/unarmoured power cables

    with aluminium conductor suitable for 1100 volts..

    o Four core xlpe power cable

    We provide Windsor Four core xlpe insulated and PVC sheathed armoured/unarmoured

    power cables with aluminium conductor suitable for 1100 volts

    2) LT PVC Insulated Power Cable

    o Single core pvc power cable

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    Windsor single core PVC insulated and PVC sheathed armoured/unarmoured power cables with

    aluminium conductor suitable for 1100 volts..

    Advantages-

    A Non-hygroscopic Insulation Almost Unaffected By Moisture.

    Non Migration of Compound Permitting Vertical Installation.

    Complete Protection Against Most Forms of Electrolytic and Chemical Corrosion.

    A Tough and Resilient Sheath With Excellent Fire-resisting Qualities.

    Good Ageing Characteristics.

    Not Affected by Vibration.

    o Single core pvc power cable

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    Windsor single core PVC insulated and PVC sheathed armoured/unarmoured power cables with

    aluminium conductor suitable for 1100 volts.

    o Two core PVC power cable

    Windsor two core PVC insulated and PVC sheathed armoured/unarmoured power cables with

    aluminium conductor suitable for 1100 volts.

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    o Three core PVC insulated power cable

    Windsor three core pvc insulated and pvc sheathed armoured/unarmoured power cables with

    alluminium conductor suitable for 1100 volts..

    o Windsor four core PVC Power Cable

    Windsor four core PVC insulated and PVC sheathed armoured/unarmoured power cables with

    aluminium conductor suitable for 1100 volts

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    3) LT XLPE POWER/Control Cables

    Windsor Control Cables XPLE dsor Control Cables XPLE Insulated Armoured/Unarmoured Cables

    with Copper Conductor Suitable for 1100 Volts.

    Advantages-

    1 Higher current ratings : It is possible to use one lower size of cable as compared to PVC.

    2Jointing and terminations are very easy.

    3 XLPE cables are not prone to fatigue damage due to vibrations or loading cycles.

    4Easy handling during installation because these cable are lighter in weight.

    5XLPE cable retain their flexibility down up to 40'C.

    6 Better resistance to most chemicals such as ordinary acids, bases and oils.

    7PVC cables have distinct disadvantages regarding environmental protection, if they burnthey gives of corrosive gases. Although XLPE also burns but the combustion products,

    carbon dioxide and water, do not cause a damage. Moreover it does not melt like

    polyethylene.

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    4) Flexible Wire and Cable

    We are supplying Flexible Wire And Cable.

    Advantages-

    1.Flexible cables are used mostly at those places where the movement of cables is very common and

    frequent

    2.The flexibility of these cables make them easier to pull through conduit. .

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    3. They aremade to bend in tight spaces than large, stiff, standard cables.

    4.suitable for quick connection.

    5.They are available in various characteristic impedances including resistances.

    PVC Insulated And Unsheathed Wire-

    IS : 694-1990 Copper/Aluminium Conductor PVC Insulated Unsheathed Wires and Cables. From 1

    sq.mm to 630 sq.mm

    IS : 694-1990 Copper/Aluminium Conductor PVC Insulated Sheathed Cables. From Single core 1

    sq.mm to 4 Core x 50 sq.mm

    IS : 694-1990 Flexible Copper Conductor PVC Insulated Unsheathed Wires and Cables From 0.50

    sq.mm to 300 sq.mm Twin Twisted and Twin Parallel from 2C x 0.5 sq.mm to 2C x 4 sq.mm

    IS : 694-1990 Flexible Copper Conductor PVC Insulated And Sheathed Cables. From 2 Core x 0.50

    sq.mm to 5C x 4sq.mm Including 3 Core Flat Cables for Submersible Pump Supplies.

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    IS : 694-1990 Flexible Multi Core Cables. From 6C x 0.50 sq.mm to 24C x 4 sq.mm From 2 C x 6

    sq.mm to 4 C x 50 sq.mm..

    Pvc Insulated And Pvc sheathed multi core cables

    PVC Insulated And PVC Sheathed Multi Core Cables with Annealed Bare Flexible Copper

    Conductor suitable for 650/1100 Volts.

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    Pvc Insulated And Pvc sheathed single core cables

    PVC Insulated And PVC Sheathed single Core Cables with Annealed Bare Flexible Copper

    Conductor suitable for 650/1100 Volts

    5) Rubber Cable

    They are supplying Rubber Cable. These Cables are used for power and control cables. Size up to

    400 square mm. A cable is a flexible metal or glass wire or group of wires. All cables used in

    electronics are insulated with materials like plastic or rubber. These cables are widely used invarious applications. They are used for trailing and flexible supply leads in either single or multi

    core versions. They will remain flexible even at sub zero temperatures. There are different varieties

    of cable for heavy and medium duty electrical applications used in both residential and industrial

    purposes. These cables are designed differently for different applications.

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    Uses-

    Some these cables are designed to be principally used in heavy industry and mining in dryand damp premises.

    These cables can deal with large workloads.

    They are suitable for outdoor applications in the dry, wet and dam.

    These cables are used in fixed installation of rail vehicles, buses, pipes and closed installation

    ducts.

    There are rubber cables for heavy duty use for generators, portable equipment and moving

    machinery, damp or oily environments.

    Medium duty these cables are used for power tools and light machinery, indoor/outdoor and

    wet conditions.

    Light duty flexible rubber cables are used for indoor/outdoor residential application.

    Aerial Bunched Cables

    Windsor Cables who have been manufacturing ACSR Consuctors since 2003 also supply the size 16

    squaremm to 95 square mm of Low Voltage aerial bunched cables.

    6)Co-Axial Cable

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    Coaxial cable is defined as two concentric wires, cylindrical in shape, separated by a dielectric of

    some type. One wire is the center conductor and the other is the outer conductor. A protective jacket

    covers these conductors. The protective jacket is then covered by an outer protective armor.

    Coaxial cables are used as transmission lines and are constructed to provide :-

    Construction - Solid annealed bare copper conductor polyethylene insulated shielded with polyester

    backed alluminium tape and additional shielding with fine tinned copper braid protected with

    polyster tape wrapping and sheathed with PVC.

    7) Instrumentation Cable

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    Instrumentation cables are not generic. Instrumentation cables are wires that allow for a signal to

    be put into one end

    Advantages

    1) High quality.

    2) Used in panels and instruments.

    CHAPTER - IV

    RESEARCH METHODOLOGY

    RESEARCH METHODOLOGY

    Research methodology is a way to systematically solve the research problem. It may be understood

    as a science of studying how research is done scientifically.

    The research used in study:

    Descriptive Research

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    Descriptive research also called as statistical research. It describes the characteristics of the

    population on which the study being conducted. Descriptive research helps in understanding the

    questions who, what , where, when and how.

    Research design:

    I have adopted descriptive and conclusive research design. Descriptive research is those studies,

    which are concerned with describing the characteristics of a particular individual or a group. I have

    used the techniques of questioning customer in order to know their consumer behavior, their

    interests, their needs and etc.

    Data sources:

    In my research I have gather data from primary source and secondary source or both.

    Primary data:

    Primary data is collected through personal references

    LMS i.e. leads management system of the company and Customer references.

    Secondary Data:

    The main source of information for the project was:

    Weakly magazine;

    Telephone directory

    Used leads of the company;

    Leads of the other company; i.e. telephone list for tele-calling.

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    Contact Method:

    The marketing researchers have four choices to contact the respondents:

    Mail,

    Telephone,

    Personal and Online

    Sampling

    Sample size:- Sample size used in the research was 100.

    Sample design:- Data has been presented in the form of pie-charts.

    LIMITATIONS

    1. My area was confined to New Delhi only and not on any other places.

    2. Most of the retailers were not responsive, actually they didnt gave adequate time to

    answer the question.

    3. Possibility of error in data collection because many of the retailers may have not given

    correct answer to the questions.

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    4.My summer training was of only 8 weeks but a proper research needs more time.

    CHAPTER - V

    DATA ANALYSIS & INTERPRETATION

    1. Are you aware of Products of Windsor Cable?

    Awareness regarding the product Percentage of respondentYes 52%

    No 48%

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    52%

    48%

    Sales

    Interpretation:- 52% of customer said that they are aware of Windsor cables and 48%

    said no.

    2) From where did you came to know about Windsor?

    where did you came to know about Windsor Percentage of respondent

    Word of mouth 22%

    Sales person 78%

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    22%

    78%

    Got to know

    word Of mouth Salesperson

    Interpretation: - Most of the person came to know about the windsor cable product from the

    salespersons of the company followed by word of mouth.

    3) What do you think about the price of the windsor company product with compare to

    other brand?

    Price of the Windsor Percentage of respondent

    High 64%

    Low 36%

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    Interpretation: - Most of the retailers think that the price of the Windsor Product is higher

    when compared with other companies

    4) Are you satisfied with the margin that is provided to you by Windsor?

    Margin provided by Windsor Percentage of respondent

    Satisfied 58%

    Not satisfied 42%

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    3%

    55%

    30%

    4%8%

    Margin

    Highly satisfied Satisfied

    Neither satisfied nor dissatisfied Dissatisfied

    Highly dissatisfied

    Interpretation: - More then half of the retailers are satisfied with the margin that is provided

    to them and 42% of the retailers are neither satisfied nor dissatisfied.

    5) Are you satisfied with the scheme that is offered to you by windsor?

    satisfied with the scheme Percentage of respondent

    Satisfied 56%

    Not satisfied 48%

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    2%

    54%

    38%

    5%

    1%

    SCHEME

    Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly disssatisfied

    Interpretation:- Nearly 56% retailers are satisfied with the scheme that they get from the

    windsor but 48% of the retailers are dissatisfied with the scheme.

    6) Did Windsor product sales increases from earlier year?

    Increase in sales Percentage of respondent

    Yes 55%No 45%

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    Interpretation:- 55% of the retailers said that their sales increased from before while 45% said ther

    sales have not increased.

    7) How is the delivery services of the Windsor with respect to other companies?

    satisfied with the scheme Percentage of respondent

    good 55%

    average 45%

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    Interpretation:- More than half of the retailers think that Windsor delivery service is

    good but nearly 45% of the retailers told that the delivery service is average.

    FINDINGS& CONCLUSION

    During my course of project work which was confined in New delhi regarding the market research

    of windsor. I went to several retail outlets. There I asked several questions to the retailers which

    were regarding the product of Windsor particularly about the brand image and usage. There I got a

    good response from the retailers that why they are choosing windsor.

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    There were retails outlets where I found various other brands such as abb, anchor, legrand, etc.

    which are dominating. The cost of windsor is moderate enough for an ordinary customer and they

    are demanding it because of its excellent performance and they dont have any complain too.

    Most of the consumer came to know about the WINDSOR Products from the salesperson and

    Advertisement.More than 30% of the retailers are selling Windsor product for more than a year.48%

    of the consumer think that the price of the Windsor is higher when compared to other company. 58%

    of the retailers are satisfied with the margin that is provided to them by Windsor and 4% are

    dissatisfied. Out of all categories of Windsor Products Rubber Cable is the highest selling in most of

    the stores.The demand is not up to the mark of other companies when compared with Windsor.All

    markets have good demand of Windsor Products.

    CHAPTER - VI

    RECOMMENDATIONS

    o More local/ regional advertisements should be there to make people aware about

    Windsor and its product.There should be more advertisement on the world wide web

    also.

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    o Campaigning should be done at all level. Business Development Officers should

    contact Architects and Customers on regular basis.

    o More flexible discount schemes should be provided Product catalogues and price lists

    should be provided to the customers on regular basis.

    o Fulfill all the commitments which are made by company or distributor.

    o There is more need in improvement of quality of Instrumentation Cable so that it

    decreases the rate of replacement.

    o If company backs out any scheme, then it should give some time to the retailer.

    Provide updated information and knowledge to the retailers about the product.

    o Provide equal Price to all the retailers. Company should improve its grievance

    handling system.

    BIBLIOGRAPHY

    WEBSITES-

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    www.indiamart.com

    www.google.com

    www.windsorcable.com