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A STUDY ON

COMPETETIVE ANALYSIS OF POWER BACKUP


INDUSTRY
(SPECIFIC REFRANCE TO POWER BACK INDUSTRY)
IN NEW DELHI
A FINAL PROJECT REPORT SUBMITTED TO
SRM SCHOOL OF MANAGEMENT
In partial fulfillment of the requirements for the awards of degree of
Master of Business Administration
By
RAHUL KUMAR PANDEY
(REG NO:- 3510910573)
UNDER THE SUPERVISION AND GUIDANCE OF
PROF.V.M.PONNIAH

SRM School of management
Kattankulathur, Chennai- 603203
MAY 2011
1


BONAFIDE CERTIFICATE

This is certify that Main Project work entitled A STUDY ON COMPETETIVE
ANALYSIS OF POWER BACKUP INDUSTRY done by (RAHUL KUMAR PANDEY )
Final year MBA student for the fulfillment of partial requirement for the award of degree of
Master in Business Administration. This project is certified Original Work.






PROJECT GUIDE DEAN
..
PROF.V.M.PONNIAH DR.(Mrs.) JAYASHREE SURESH







2


DECLARATION

I hereby RAHUL KUMAR PANDEY declare that the project title A STUDY ON
COMPETETIVE ANALYSIS OF POWER BACKUP INDUSTRY carried by me under the
guidance of Mr. P.K.GUPTA, Mr. ANIL GUPTA ( GENUS POWER INFRSTRUCTURE
LTD). Is the Result of original work done by me to the best of my knowledge and belief this
report would not be submitted to any other institution apart from SRM SCHOOL OF
MANAGEMENT, SRM University or any other organization for using any purpose.




RAHUL KUMAR PANDEY










3


ACKNOWEDGEMENT

I would like to thank SRM School of Management Studies for providing me an opportunity
to this project work. I sincerely thank DR. JAYASHREE SURESH, B.A, MBA , PhD. Head
of the department and my project guide Prof. V.M.PONNIAH, B.E, F.C.W.A.I, MBA,
CAIIB, PGDFM, PhD, for guiding me to complete my project work. I would also like to
thank Mr. P.K GUPTA GENUS POWER INFRASTUCTURE LTD. For giving me a
opportunity to do the project work in concern.















4


PREFACE

I am RAHUL KUMAR PANDEY student of SRM UNIVERSITY, CHENNAI & pursuing
MBA course. And towards the partial fulfillment of it, we have undergone a final project for
the period of two month. We have put our Endeavour to make the objective accomplished in
the stipulated time. Despite all the limitation, obstacles hurdles and hindrances we have toiled
our hand to achieve goal desired. Being a neophyte in the highly competitive would of
business and in cooperate world, we have come across difficulties to make the objective a
reality. Anyhow with the kind help and genuine interest formally supported by extreme
support of our guide and college authorities, we are presenting this hand carved effort.
This Project is done on A STUDY ON COMPETETIVE ANALYSIS OF POWER
BACKUP INDUSTRY. If anywhere something is found unacceptable or unnecessary to
theme you are welcomed with your valuable suggestion












5


LIST OF CONTENT
CHAPTER
NO
TITLE PAGE NO
TITLE PAGE
COMPANY CERTIFICATE
BONAFIDE CERTIFICATE
ACKNOWEDGEMENT
DECLARATION
PREFACE

1
2
3
4
5
6
1. INTRODUCTION OF STUDY
1.1 ABSTRACT
1.2 OBECTIVE
1.3 SCOPE OF STUDY
1.4 LIMITATION OF STUDY

8-9
10
11
12


2.

3
2.1 LITERETURE REVIEW

2.1 INDUSTRY PROFILE
2.2 COMPANY PROFILE
2.3 PRODUCT PROFILE
2.4 SWOT ANALYSIS
13 15

16 21
21 26
27 36
37 38

4.

RESEARCH METHODLOGY

39-48
5. DATA ANALYSIS & INTERPRETATION 49 75
6. FINDINGS 76- 77
7. SUGGESTION AND CONCLUSION 78 80
8 BIBLIOGRAPHY AND QUESTIONERE 80 84
9. APPENDIX
6







CHAPTER- 1
INTRODUCTION











7


1.1 ABSTRACT
The project about A STUDY ON COMPETETIVE ANALYSIS OF POWER BACKUP
INDUSTRY of Genus Power infrastructure Ltd. A complete Research on product length,
product depth of Power Backup Industry, Company Profile and its future plans to enter in
market. Indian Power Backup Industry, Which was traditionally depend on power industry,
due to increasing in population and shortage of electricity Power Backup industry came in
picture, now a day Power Backup industry 1.1$ generated in India. This industry has several
facets uniquely shaped by Indian market realities of customer need and supply-demand
dynamics. Two types of power backup devices commonly deployed in India are (a) the UPS
and (b) the Inverter. In the Indian context the UPS systems refers to a power backup source
for limited times, up to one hour or less, and a true-sine wave output is generated. These are
generally on-line systems where power is processed continuously and no transition to
backup mode is seen by the load. Desk-top Computers, Data-centers, Hospitals, Telecom
exchanges, and mission critical applications use UPS systems.

The Inverter system refers to a power backup source for extended time of power
outages, typically from one hour to eight hours or more, and a pure sine-wave output (older
products produce quasi-sine wave output) is produced by the system. Battery ratings (and the
battery chargers also) are typically of high capacity, consequently the battery costs can form
60% or more of the system cost. These are popularly deployed in homes and offices to drive
ceiling fans, TV sets, fluorescent and incandescent lights, or even elevators in housing
complexes during power outages.
One salient characteristic of these applications is that they are essentially power electronics
end equipment, and hence, Power Electronics is the driver and forms a large portion of the
cost of the system. We estimate the Power Electronics content in the UPS and Inverter
markets combined at $494 Million per year.
8

This project suggest prospective product length, product width Product life cycle of Power
Backup product (UPS, INVERTER, BATTERIES) in New Delhi. The BSE- listed firm
currently has Rs-20, its ISO Certified Company, Its situated in overall in India and globally
also. A Survey was conducted to know and develop the current market for Genus Power
Infrastructure Ltd. A questionnaire has been draft for same ,to know demand for Power
Backup Product. Which can be further utilized by the company to gain the Competitive edge
over competitor? On the basis of analysis done and key finding in New Delhi region was
scanned SWOT analysis each and every corner done .Similar kind of research were done in
various part of country by different team to expend the Genus Power Market share



















9


1.2 OBJECTIVE OF THE STUDY
MAJOR OBJECTIVES ARE LISTED BELLOW:-
PRIMARY OBJECTIVE
The main objective of study is to know the market position of Power Backup
Industry in New Delhi
To know how often customer change the Power backup product in time duration

SECONDARY OBJECTIVE
To analyze the market position of different many retailer in New Delhi.
To understand the awareness level of retailer about Genus power infrastructure
and its product.
To bring out the various problem faced by the retailer
To compare Genus brand with its competitors in term of sales figure.
To study the functioning / performance of retailer.
To find out new market for Genus power.









10


1.3 SCOPE OF STUDY

The study is conducted in New Delhi region.
The study helps the company to know the present market situation of Power Backup
Industry in New Delhi.
The study also helps to know the product potentiality in New Delhi market.
This study help the company to take appropriate decision related to new market for
Genus Power in New Delhi.
This study helps in find out the way to improve Customer satisfaction.

















11


1.5 LIMITATION OF THE STUDY

The study is limited only in selected place of New Delhi and is not applicable to any
other geographical part of India.
Only popular brand of product have been considered.
The report is strictly based on the opinion of respondent.
The study is for limited period of two month and opinions may change after time so
there may be difference in opinion in future.
12

The information collected and analyzed are limited which may not fully represent the
image of study.







































CHAPTER 2











13


2.1 - LITERATURE REVIEW
2.1.1- CONSUMER BEHAVIOUR
Consumer behavior is the study of when, why, how, and where people do or do not
buy product. It blends elements from psychology, sociology, social anthropology
and economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to understand people's wants. It also
tries to assess influences on the consumer from groups such as family, friends, reference
groups, and society in general.
-one marketing. Social functions can be categorized
into social choice and welfare functions.
Customer behavior study is based on consumer buying behavior, with the customer playing
the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset
for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning
of marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to
2.1.2- CONSUMER EXPECTATION
Economics is never straight forward. The impact of a policy can be very different in different
circumstances. We always need to take into account other variables such as consumer
this test, the product is
ostly applied to non-complex products about which consumers might have
.
expectations.
Consumer expectations test is used to determine whether the product is negligently
manufactured or whether a warning on the product is defective. Under
considered defective if a reasonable consumer would find it defective
The test is m
expectation


14



2.1.3 - CUSTOMER LOYALTY
Customer loyalty is used to describe the behavior of repeat customers, as well as those that
offer good ratings, reviews, or testimonials. Some customers do a particular company a great
service by offering favorable word of mouth publicity regarding a product, telling friends and
family, thus adding them to the number of loyal customers. However, customer loyalty
includes much more. It is a process, a program, or a group of programs geared toward
ovide more keeping a client happy so he or she will pr
2.1.4 - CUSTOMER SATISFACTION
Customer satisfaction, a business term, is a measure of how products and services supplied by
a company meet or surpass customer expectation. It is seen as a key performance indicator
within business and is part of the four of a Scorecard. In a competitive marketplace where
businesses compete for customers, customer satisfaction is seen as a key differentiator and
element of business strategy.

increasingly has become a key
2.1.5 - BRAND LOYALTY
Brand loyalty, in marketing, consists of a consumer's commitment to repurchase or otherwise
continue using the brand and can be demonstrated by repeated buying of a product or service
or other positive behaviors such as word of mouth advocacy.
Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand
due to situational constraints (such as vendor lock-in), a lack of viable alternatives, or out of
convenient.
2.1.6 - FEEDBACK
Feedback is a mechanism, process or signal that is looped back to control a system within
itself. Such a loop is called a feedback loop. In systems containing an input and output,
feeding back part of the output so as to increase the input is positive feedback; feeding back
art of the output in such a way as to partially oppose the input is negative feedback. p
15




CHAPTER - 3























16



3.1 INDUSTRY PROFILE
Power backup (including batteries) is a $1.1 Billion revenue industry in India. This industry
has several facets uniquely shaped by Indian market realities of customer need and supply-
demand dynamics. Two types of power backup devices commonly deployed in India are (a)
the UPS and (b) the Inverter. In the Indian context the UPS systems refers to a power backup
source for limited times, up to one hour or less, and a true-sine wave output is generated.
These are generally on-line systems where power is processed continuously and no
transition to backup mode is seen by the load. Desktop Computers, Data-centers,
Hospitals, Telecom exchanges, and mission critical applications use UPS systems. Battery
ratings are consequently lower and form less than 30% of the system cost. One of the reasons
for shorter back-up time is that there is an alternative power generation source (such as Diesel
enerator), that comes on-line soon after utility power fails.

e are popularly deployed in homes and offices to drive
r Electronics content in the UPS and Inverter
arkets combined at $494 Million per year.
G
The Inverter system refers to a power backup source for extended time of power
outages, typically from one hour to eight hours or more, and a pure sine-wave output (older
products produce quasi- sine wave output) is produced by the system. Battery ratings (and the
battery chargers also) are typically of high capacity, consequently the battery costs can form
60% or more of the system cost. Thes
ceiling fans, TV sets, fluorescent and
Incandescent lights, or even elevators in housing complexes during power outages.
One salient characteristic of these applications is that they are essentially power electronics
end equipment, and hence, Power Electronics is the driver and forms a large portion of the
cost of the system. We estimate the Powe
m







17



1. Demand and Growth rates for Power backup systems
The following figures provide unit volume and PE content for power backup segment in
009.

2







2. UPS systems:-

We estimate the UPS market in India has a Power Electronics content of $290 M. The
industry has seen declining revenues the past two years of 8-9% but prior to 2008 the industry
grew at a CAGR of 18%+ for 5-6 years.

The sub-5 KVA systems make up 35% (by unit volume) of the UPS and Inverters sold in
India s market. Within this, more than 70% by unit volumes shipped are rated 600 VA and
below which cater to the desk-top computer and linked to the growth of this market. Recent
growth in the penetration of laptops and net books and the erosion in desktop PC sales are
perceived as the reason for declining sales in 2009 in the 600 VA and below segment. The
10-100 KVA systems earn the highest revenues in the online and line-interactive UPS
systems market.

18

25%
10%
37%
21%
0
UnitVolume(6.3Millionunit)
UPS:Bellow600VA
UPS:600VA 5KVA
UPS:Above5KVA
Inverter:Bellow1.5KVA
Inverter:1.5KVA
The outlook for 2010 remains depressed to flat, and beyond that recovery to a CAGR of 18-
20% is our forecast given the power shortage in the country. Several projects for generating
power, largely coal-fired plants, are in the pipeline and a recent initiative to tap into solar
power has begun, however, this power hungry nation will still see power outages due to the
supply-demand gap in power generation for the near future.



3. INVERTER:-

e estimate 1.8 Mu inverters are sold annually in India, with more than 60% rated below 1.5
industry in India is estimated to have a power electronics content of
17%
16%
8%
5%
41%
Marketshare
APC
Emersion
Luminus
DBPower
Eaton
Others

W
KVA. We estimate the Power Electronics content at $204 Million. This market is expected to
remain steady in 2010 and accelerate to a growth of 10-15% as the power shortage in the
country is expected to ease only after 2012. This industry is currently much more fragmented
than the UPS industry .
The unbranded Inverter
$60 Million, and more than 80% is sourced from China/Taiwan presently. Cost pressures are
at the root of this trend and manufacturers tend to become traders in this high volume
business segment. Unless significant policy changes happen to encourage access to low cost
components for the local manufacturing industry, the trading opportunity will remain
attractive.
19


4.Power Converter





5.Energy utility meters
6.Solar Inverter
















20

PowerElectronicContent($24M)
EnergyMeters
StaticPowerConverters
SolarInverters
4thQtr





















MAJO


R PLAYE

ER


21



3.2 COMPANY PROFILE
GENUS POWER INFRASTRUCTURE LTD.


imited Company
ISO Certified company)
tem, Hybrid Microcircuit, Inverters
)
www.genus.in







Type Public L
INDUSTRY Power
FAUNDED 1985(BSE Listed &
Headquarters Jaipur, New Delhi
Key People I.C Agarwal, Kailash Agarwal
Products (Electronic energy meters, Power Distribution
Management Sys
Batteries, UPS
Websites:





22



The company primarily deals in manufacturing and distribution of Electronic Energy Meters,
Power Distribution Management Projects, Hybrid microcircuits, Inverters, Batteries, Home
UPS and Online UPS across India as well as globally.
Equipped with avant-garde facilities and a team of highly qualified and experienced
scientists, it is committed to develop complex technologies at an affordable price. Its top-
notch R&D laboratory, approved by the Ministry of Science and technology, Govt. of India,
has enabled the company to dominate the power infrastructure and electronics segments
gineering domain.
loped by us has transformed the way metering is done, not only in
dia but globally as well.
.2.1
en

As a step forward Genus has launched IT enabled Distribution Transformer Metering System,
Feeder Monitoring and Management System, Smart Street Light Management System with
value added software application for providing end to end solutions for energy management.
The high-end software deve
In

3 - MISSION,VISION AND VALUE OF GENUS POWER:-
with high quality, innovative products and services in
electrical and electronic fields.
Values:
ice, on-time delivery and support.

p long term relationships with the vendors/business partners to support our
goals


23


Mission:- Delight customers
Exceed customer satisfaction in terms of quality, pr
Always adhere to proper and high business ethics
Provide a place and nurturing environment for our employees to flourish and grow
Develo


3.2.2 - N GENUS EVOLOTIO :-
EEMs
erted
erships for technologies
s in record time after major fire in adjacent
Reached 6.5 Mill PA capacity
roduction of smart meters with AMR
GROWTH HISTORY-
IPO in Mar 1995
Commenced operations in 1996
Manufacturing capabilities - Bare PCB to Packaging
Ventured into HMCs & advance
First FCCB offering - Fully conv
Entered power backup solutions
Commenced ECC div contracts
Commenced operations in Tax fee zone of Haridwar
Participated in major EEC contracts, acquired major contracts
International partn
Recommenced Jaipur operation
Indian Oil Depot
P

3.2.3 - INFRASTRUCTURE OF THE COMPANY
"What goes in, is what comes out. We welcome you to visit our factory and assure you that
your single visit will enforce your faith in the quality of our products."

With constructed Area of over 100,000 Sq Ft & Land Area of 25,000 Sq Mts., Genus is one
of the biggest manufacturing units of Energy meters and Power electronics in the country.
The facilities are located across the pink city of Jaipur, Rajasthan and the holy land of
Haridwar, Uttaranchal in India. A visit to our utilities will enforce your faith in the quality of
ou
24

r products. A brief visit through photographs is displayed under.





3.2.4



- PRODUCT ASSURANCE

every individual responsible for
quality.
The Quality Policy at GENUS emphasizes on o
and services confirming to international
quality standards, and is accomplished by
making
ffering the best quality products

In-House reliability tests are conducted on
THERMAL SHOCK, HUMIDITY & BURN
-IN chambers to ensure satisfactory
performance and quality over the entire product.

3.2.5 - Lean Manufacturing

res
roducts but at the same time also helps us to offer them at best

Genus has implemented Lean manufacturing for competitive advantage. Lean
manufacturing methods help an organization to achieve competitive advantage
through associated benefits like lower production cost, superior quality, shorter
order-to-delivery time, greater flexibility, and improved response to changing
customer demand. By implementing Lean manufacturing, Genus not only ensu
quality of the p
possible rates.



25







3.2.6 - OUALITY POLICY:-

1. To offer the best quality products and services conforming to National & International
Quality Standards at competitive prices as per the committed delivery schedule.

2. Total customer satisfaction by meeting the customer's needs and wherever possible,
exceeding the customer's expectations, through continuous improvements in the
products, services and systems.

3. Human Resources Development and growth through continuous motivation and
training




26

3.3-PRODUCT PROFILE

Indian Based company Genus Power Infrastructure Ltd. Has come up with its own
brand Genus in all product & services (Metering Solution, Engineering
Construction & Contract, Inverter/UPS, Hybrid Microcircuits). The vision is
Delight customers with high quality, innovative products and services in electrical and
electronic fields.
A mass market brand targeting Commercial/Industrial as well as personal using
customer, Which attractively price with discount. Genus is bound to make a good
relationship with customer.

Premium brand Genus is looking for Retailer across in India,
Genus A mass market brand targeting companies and individual users with real good
and performing quality bundled in it, About the Genus Power an ISO 9001: 2000
Public Limited Company forms an integral part of the reputed 300million USD
Kailash Group.
The company primarily deals in manufacturing and distribution of Electronic Energy
Meters, Power Distribution Management Projects, Hybrid microcircuits, Inverters,
Batteries, Home UPS and online UPS across India as well as globally.

Equipped with avant-garde facilities and a team of highly qualified and experienced
scientists, it is committed to develop complex technologies at an affordable price. Its
top-notch R&D laboratory, approved by the Ministry of Science and technology,
Govt. of India, has enabled the company to dominate the power infrastructure and
electronics segments engineering domain.



27


3.3.1 - ABOUT THE BRAND
ABOUT THE GENUS:
A mass market brand targeting industrial/commercial customer basically in
Three & Four tire city in India.
An effective sale price of Genus power backup product, It started from
(600VA- 6190 to 60KVA- 52000). In market its price is variable due to
competition of other brand. Genus is bound to make a customer come back
again & again

3.3.2 - PRODUCT LINE OF GENUS POWER INFRASTRUCTURE:-
Metering Solution:-
Single Phase:- 1 phase, 2 wire, class 1, whole current, Tamper proof, Time of Use,
static Electricity meter conforming to IEC-62052-11, IEC-62053-21/23 and IEC-
62054. Designed for MTBF 200 years.

Features:-
Measures & displays Currents of Both the elements (Phase & Neutral), (rendering the
meter tamper proof)
Extraordinary Anti tamper features - Current reversal, Earth tampers, Phase/Neutral
cut, Neutral Loop, Pure/Chopped DC injection in Phase/Neutral circuit.
High Energy resolution reduces energy loss due to power outage.
6 months history of billing parameters.
Battery backup option for meter reading in the event of power outage.
Polly Phase:- 3 phase, 4 wire, class 1, whole current (10-100A), Time of Use, static
Electricity meter conforming to IEC-62053-21/23 and IEC-62054. Dual processor
Environment with a processor dedicated to metrology & computation and the other
for communication & calculations. Designed for MTBF better than 250 Years.

28


Features:
A dual processor design achieves real time computing and very high BAUD rates
(IEC-62056-21), 9.6Kbps resulting in a quick downloading of data and at the same
time permitting advance communication with PSTN , PLC , GPRS, LOW Power
Radio MODEMs
Detects all types of tampers, frauds and anomalies & prevents energy pilferage.
12 months history of billing parameters.
Industrial/Agricultural/Audit Meter.
Whole Current:-
Genus Industrial meters of Accuracy Class 1S & 0.5S are specifically
designed for commercial users of electricity such as Commercial
establishments, Industrial houses, Substations and Agricultural set-ups.
These are multi-tariff meters measuring active, reactive energies and
demands. These have unique anti-tampering features with tamper events and
load profile recordings.
o CT Operated
o CT/PT Operated
Grid Meter
S
ksh

S

M
o Class 0.2
o Da
Group Meter
o LVDS
o HVD
Special Meter
o Prepayment
o DIN/Rail Mounted
AMR Solutions
o GPRS/GS
29

o RF
Inverters:- Genus Inverters ensure 100% safety of your appliances. Genus's
revolutionary ASIC technology customizes wave form needed by different appliances
hence ensuring their safety.
30

Standard Inverters:- Now run all your expensive appliances like


TV, Refrigerators, Washing Machines, Water Pumps, Microwave
Ovens, Mobile chargers, etc. without any tension because only Genus
Inverters ensure 100% safety of your appliances. Genus's revolutionary
ASIC technology customizes wave form needed by different
appliances hence ensuring their safety.


C
o
m
p
ACT Inverters:- Compact size and a special technology makes this
Inverter from Genus very special. As a technology advancement in
design, this inverter is able to charge the battery even if the mains AC
voltage is as low as 100V only. Now run all your expensive appliances
like TV, Refrigerators, Washing Machines, Water Pumps, Microwave
Ovens, Mobile chargers, etc. without any tension because only Genus
Inverters ensure 100% safety of your appliances. Genuss
revolutionary ASIC technology customizes wave form needed by
different appliances hence ensuring their safety.
Higher KVA Inverters:- Genus 2.5 KVA inverter with Sure Sine
Wave Technology is the only Inverter in its category with a plastic
front panel. It ensures 100% safety of your high load capacity and
normal home appliances through Genus revolutionary ASIC
technology with customized waveform needed by different appliances.
Keeps your expensive appliance 100% safe
Ensures the same power quality as you get from the mains
Delivers unmatched noise free performance
MODEL 600 VA 800 VA 1400 VA
Fan 3 3 8
Tube Light 3 6 8
T.V. 1 1 1
31

Ensures longer battery life


Features:-
DSP (Digital Signal Processor) based Sine Wave Inverter
Compact Surface Mount Technology
ASIC (Auto Sense Intelligent Control) Technology
Power factor controlled battery charger
Automatic battery condition sense charger, increases battery life and
minimizes water topping
Reverse battery, Battery Fuse blown, Wiring Fault Protections
Green Mode consumes less power in no load conditions

High Frequency Inverter:- High frequency Series, with reliable,
regulated and stabilized Pure Sine Wave Output, is a new milestone
towards complete power generation system that is suitable for running
household appliances. Its high frequency operation results in lesser
hardware and reduced weight, which gives it a sleek look.
Features:-
Full safety to run most sophisticated, expensive equipment without the
irritating humming sound from any load
Capable of completely eliminating the traditionally bulky 50Hz
transformer.
Enhanced battery life and reliability.
Completely isolated battery terminals for safety.
100% Pure, reliable and regulated Power
Low running cost.
Extended power backup time.
Easy maintenance.
Great power saving.


32

Lift Inverter:-
Features:
Automatic controlled.
Low Capital Investment per KVA.
No extra accessories panal, acoustic cover etc.
Battery utilizes power only when the load is applied.
Noiseless operation.
Environment friendly.
Space required is less.
Operational cost fixed during the battery life span.
No fuel storage license required.
Built-in protection like Overload, Short-Circuit, Over Voltage,
Regulated Voltage & Frequency
Built-in emergency landing facility
No wear and tear.
DPC Sine wave:-
Salient Features:
DSP Based design with absolute and stable Sine Wave Output Voltage
and Frequency.
State-of-the-art MOSFET based PWM technology.
Battery high protection.
Thermal protection.
Quite operation of AC Motors / Fans.
Deep Discharge Battery Charging.
Solid State Solar Battery Charging.
Battery Low and High Protection.
Intelligent Battery Monitoring.
Save Power when mains and Solar both are present

UPS
Home UPS:- Presenting Home UPS system with an in-built UPS to run your computers
uninterrupted during power cuts. Besides running your other home appliances it also run your
computer the same way like a UPS System. Genus ASIC technology customizes wave form
needed by different appliances ensuring 100% safety.
Ideal for computers
Short circuit and reverse phase protected user
Selectable charging current
With high charging option
User selectable UPS or normal mode
Generator compatible
Wide chagrining range
Wide charging rang (I/P mains 90v to 290v)
Keeps your expensive appliance 100% safe
Ensure the same power quality as you get from the mains
Delivers unmatched noise free performance
Ensure longer battery life
33

Online UPS:- The primary purpose of the GENUS on-line UPS system is to protect
critical and sensitive equipment from the electrical disturbances that may jeopardize
their operation. Mains-line failures, mini blackouts, high & low voltage fluctuations,
lightning, electrostatic discharge and rapid over-voltages are phenomena found in all
environments, causing damage to hardware and loss of data. When the mains supply
is present, the inverter section derives its power from the mains, rectifies it and the
back-up batteries are kept in a constantly charged state. When the mains supply fails,
the sources of DC power for the inverter section shifts to the battery without any
break whatsoever in the output.





High frequency online:-
Features:
High frequency and double conversion online
Fully digitized microprocessor control
Wide Input voltage range
LCD display
UPS start up without battery
Cold start
Advanced battery management
Automatic battery charging in UPS off mode
Lightning and surge protection
Short circuit and overload protection
Fan speed auto control when loads varies
Network / Fax / modem surge protection
Optional extension battery pack
Battery voltage display
Load capacity display
EMI / RFI noise filter
Smart RS232 with monitoring software
Optional SNMP card slot
EPO function (optional)

Line interactive UPS:-
Features:
Wide input voltage window
Boost and buck AVR
Cold start function
Intelligent CPU control
SMD technology to save space
34

Protection for short circuit and overload


Both audible and indication lamp alarm functions
Protection for overcharge, deep discharge and automated charge current regulation
Wide input frequency range and compatible with small generators
Intelligent battery management
Dry contact with monitoring software
Optional RS232 and USB
Auto restart
Solar Products:-
Solar panel:-
Rich Experience
High Quality
Durable
Cost Effective
Customer Oriented
High Capacity
Solar Water heater:-
Features:
Vacuum tube is made out of High-borosilicate-3.3 glass, distinctive transparency and
chemical stability, ensuring that the converted solar radiation is conducted most
efficiently to the heat transfer fluid circulating through the tube
High performance, even in adverse weather conditions due to vacuum insulation and
high dense polyurethane foam technology.
Ease of installation, Water inlet and outlet are set in the lower position of the water
tank, available on horizontal and inclined roofs.
Bracket standing angle is 58 or 45 degree applying for different latitude in order to
receive more light.
High durability and reliability, due to the high quality of the materials used in the
manufacturing process
35

The inner water tank, welded joint is at top position, with high frequency argon arc
welding technology, that ensuring its 15 years service life.
DSP Sine Wave Solar Hybrid Inverters:-
Salient Features:
DSP Based design with absolute and stable Sine Wave Output Voltage and
Frequency.
State-of-the-art MOSFET based PWM technology.
Battery high protection.
Thermal protection.
Quite operation of AC Motors / Fans.
Deep Discharge Battery Charging.
Solid State Solar Battery Charging.
Battery Low and High Protection.
Intelligent Battery Monitoring.
Save Power when mains and Solar both are present.
Batteries:-
Lead Acid ( Tubular):- A Specialist Inverter Battery with Deep Discharge Technology
Outstanding power and life
Quick Initial Charge and recharge
Easy and low maintenance
Hassle free After sale support
Rugged Constructions







36


3.4:-SWOT ANALYSIS OF GENUS POWER INFRA

37

STRENGTH

WEAKNESS

Wide range of efficient, cost-effective
and advanced metering solutions
Preferred choice amongst Power utilities
Avant-garde metering solutions that offer
operational advantages to energy utilities
enabling T&D loss reduction and thereby
enhancing revenues
Manufactures High-end Programmable,
Multi-functional, Intelligent Single Phase
& Three Phase Electronic Energy Meters
with in-built advanced security & anti-
tamper features, AMR enabled meters
Successfully introduced most advanced
Sure Sine Wave Inverter technology in
India
Easily affordable and provide the same
quality of power as mains
With many unique features, it is the
preferred choice of customers in India
and across the globe
Available as standalone units for use in
home and industrial applications

The Power backup sector is very
sensitive. Here competition is very high
due to local manufacturer.
Lack of marketing strategy for competes
in market.(Promotion, Advertisement )
Lack of fund allocation in marketing the
product
Lack of good marketing expert in
company.
Lack of adequate environment to work in
company.
Market segmentation and Brand
Positioning is not good.
Lack of distribution channel in company.
Lack of concentration in South India &
West India Market.

OPPORTUNITIES THREATS
Fast and steady growth of Indian
Economy.
Power shortage in overall India.
High competitive power backup market
as many big Indian and International
brands are entering in this segment.
Buying behavior of Indian customer keep
Other equipment become very
coastally(Generator, Diesel Etc)
High growth of well educated Indian
customer
All countries are ready to stop global
warming to save the environment and
climate.
Huge opportunity in power backup as
surety of profit on investment.
Forthcoming days even in rural
customer/market there also need of
power backup product.
Government is supporting power backup
industry to innovate new technology.

changing..
New technology and innovation of other
company.
Distinct and multi cultured cities in India
has different test and preference.
Price of electronic and other product
become high day by day..

















38












CHAPTER 4

RESEARCH METHODOLOGY











39


4.1 RESRRCH METHODOLOGY

Research design - Descriptive research
Statistical Tool - -Weighted average method
- Correlation Analysis
- Chi square (x2)
Research instrument - Questionnaire
Questionnaire - Open ended and close ended
Contact method - Survey
- Personal interview
- Online interview
Method of data collection - Primary data and secondary data
Sampling method -Non-probability sampling
Sampling type - Area sampling
Sampling unit - Consumers
Sampling size - 100










40


RESEARCH METHODOLOGY
Research is simply a scientific search for knowledge especially in the areas related to
functions of marketing. Marketing research as a separate department can be a source of great
help to make its decisions on the basis of intuition much what is based on past experience
secondary information collected at random and everything molded by ones own mental
makeup.
According to the American management association defines marketing research as the
systematic gathering recording and analysis of data about the problem related to the
marketing of goods and services. Marketing research includes all the activities that enable an
organization to obtain the information it needs to make decision about its environment. Its
marketing mix and its present or potential market.
Research involves considerable time and money and need specialized personnel. The cost of
research must be justified by the benefits of research findings. Research in marketing refers
to the systematic gathering, recording and analyzing of data about problems relating to the
marketing of goods and services. As such the functions involved are:
Systematic collection of data and information.
Properly recording them for use and
Analyzing and interpretation the recorded facts and figures to
arrive are useful conclusions.
4.1.1-Research Design
There are three types of research design. They are
Descriptive
Exploratory
Explanatory

In this research the research design adopted is Descriptive research design.

41


Descriptive Research Design
It is designed to describe something, such as demographic characteristics of consumers who
use the products. It deals with determining frequency with something occurs or how two
variables vary together. This study is also guided by an initial
Hypothesis.
Importance of Descriptive Study
During the analysis of characteristics of certain groups, for e.g. users of a product
with different age, sex, education etc.
To forecast the future trends, e.g. sales of a companys product in each of next five
years.
To study whether certain variables are associated, e.g. income and usage of a
product.

4.1.2- Questionnaire Design
Designing and implementing the questionnaire is one of the most interesting and challenging
tasks of conducting research. Questionnaire designing also becomes important and necessary
when he/she observes that unless the data discussion or otherwise is noted down, is basic
form will be distorted. The questionnaire is the backbone for obtaining data during a personal
interview, telephone survey, and mail survey.
Meaning of Questionnaire
A questionnaire is a form prepared and distributed to secure response to certain question. The
term questionnaire refers to a self administration process here by the respondent
himself/herself reads the questionnaire and records his/her answer assistance of an
interviewer.
Purpose of questionnaire is two fold
To collect information from the respondent who are scattered in a vast area.
To achieve success in collecting reliable and dependable data.

42


Determining Type of Question
After specifying the required data, the researcher must decide the type of question required to
be asked from the respondents to collect this data. He/she must understand various existing
types of question and decide which of these would suit the most of his/her project situation.
There are different types of questions they are as follows:
Direct question Direct question are just what their name indicates e.g. Have you ever
purchased brand?
Indirect question Indirect refers to those whose responses are used to indicate or suggest
date about respondents other than the actual facts given in the answer. For e.g. why you think
most other people buy prefer APC?
Open ended question Sometimes these question are called free answer questions the
respondent answer in his/her words, for e.g. and open ended question on a study on Orange
squashes can be asked as what suggestion do you make for improving orange squashes? In
this case no answer choice is given to the respondent and he/she may give any answer he/she
thinks.
Close ended question Such guests are also called fixed alternative questions. The alternative
questionnaire may take the form of dichotomous question multiple choice question checklist
and rating scales, such as ordinal scale nominal scale etc.
Question method of data collection is quite popular and consists of question printed or typed
in a form or set of forms. Care was taken in the main aspect as general form. Question
sequence, question formulation and wording, the study was associated with both the question
i.e., closed ended and open ended questions. Free responses were invited from the
respondents.
Types of Questionnaire
The study conducted by using structural and undisguised questionnaire. It comprises of both
open and closed ended questions. Questions are rather framed for the customer attitude
including the multiple choice and dichotomous questions.
The following are the contact method generally user for a survey.
43

1. Mail survey
2. Telephone interview
3. Personal interview
4. Direct Survey
Among these three methods mail interview was used for the research study.
Mail Survey
Mail interview is the most versatile of the three methods, as it is the most expensive method
and requires more administrative planning and supervision. Interviewers bias. Also in order
to get the accurate data the researcher went to all the order to get the accurate data the
researcher went to all the respondents and its units and spent sufficient time with the
customers. The entire respondents may or may not be willing to fill up the questionnaire
through this method effective and accurate information can be collected by asking question in
a way that could be easily understood and answered by the respondents.
4.1.3 - Method of Data Collection
The task of collecting data being after a research problem has been defined and plan is
chalked and plan is chalked out. This study pertains to collect data from primary sources
primary data and from secondary sources secondary data.
Primary data
Primary data are that information which is collected, fresh and fir the first time thus happens
to be original in character primary data can be collected in marketing by three basic methods,
viz., survey, observation and experiments.
Secondary data
On the other hand are those, which have already been passed through the statistical process.
The secondary data are that information which is collected from internal sources as well as
external sources, Wizs from the company own the records and documents.
Secondary data was collected from the registers, manuals, information bulletins maintained
by the personnel department and other records, information collected in this manner was
immediately complied processed manually and a statistical structure was given to the data to
help interpretation of the statistical data.
44


4.1.4 - Sampling Procedures
Sampling can be carried out fewer than two important methods, in order to obtain a
respective of the sample they are classified as:
1. Probability sampling
2. Non-probability sampling
4.1.4.1- PROBABILITY SAMPLING
Have its following types they are explained as follows:
Simple Random Sampling
Every member of population has a known and equal chance of being selected.
Stratified Random Sampling
The population is divided into two mutually exclusive groups such as age and income group
are the random samples that are drawn from each groups.
Systematic Random Sampling
It consist an item in the list of random samples and then picking up every 5th or 10th item in
the list.
Area/Cluster Sampling
The population is divided into mutually exclusive groups a sample is drawn from each group.
4.1.4.2 - NON PROBABILITY SAMPLING
Convenience Sampling
Under this sample the researcher selects the most accessible population member from which
to obtain the information. It involves choosing of the samples on the convenience basis.
Judgment Sampling
It refers to the selection of a sample from the universe on the basis of the export judgment.
45

Quota Sampling
The sampling is not done at a random as the field surveyors are given wide discretion in
selection the respondents in meeting their quotas. The researcher fined interviews the
prescribed number of people in several categories. The cost and time involved in this
sampling is too high.
Before undertaken the survey, the sampling unit sampling size and sampling procedures are
too determined.
Sampling Size
100 consumers are taken as samples.
Determination of sample size.
Determination of sample size for consumers..
Sampling Procedures
Selected for this study in area sampling /cluster sampling.
4.1.5 - Contact Method
The respondent was contacts directly and personally interviewed.
The statistical tools used for analysis are:
Weighted average
Chi Square (X2)
Correlation Analysis
4.1.5.1 - WEIGHTED AVERAGE METHOD
We are weighted average methods when the relatives importance of the different items is not
the same. The term weights stands for relatives importance of the different items. The
formula calculating the weighted arithmetic mean is
Wf
X = -------
f
46

Where,
X = Weighted arithmetic mean
F = Frequency or no. of respondents
W = Weighted allotted to each factor
4.1.5.2 - CHI-SQUARE TEST
The objective of the chi-square test is to determine whether real of significant differences
exist among the various groups. Chi-square rest involves comparison of expected frequency
(Ei) with observed frequency (Oi).
To determine whether the difference between the two in greater than which might occur by
chance.
There are 5 steps in using chi-square test.
1. The difference between each observed frequency and each expected frequency is
computed.
2. The differences are squared.
3. Each squared difference is divided by its respective expected frequency.
4. Their quotient is added together to obtain the computed chi-square.
5. This computed value is then compared to tabulated chi-square.
If the computed X2 values are greater then the tabulate X2 values at the predetermined level
of significance and degree of freedom, the hypothesis rejected.
On the other hand if calculated X2 value is less the tabulated values, the hypothesis is
accepted.
The formula is
X2 = [(O-E) 2] / E
Where,
X2 = Chi-square
47

O = Observed frequency
E = Expected frequency
4.1.5.3 - CORRELATION ANALYSIS:-
The statistical tool with the help of which these relationships between two or more
variables is studied called Correlation. The measure of correlation is called co-efficient of
correlation . Thus correlation analysis refers to the techniques use in measuring the closeness
of the relationship between variables.
TYPE OF CORRELATIONS :-
1. Positive and Negative
2. Simple, partial and Multiple
3. Linear and Non-linear
METHODS USE IN THE REPORT:-
Karl Pearsons co-efficient Correlation

[N ]- [ * ] dx - dy dx dy
dx
2
-( dx)^2 ] - | N dy
2
- ( dy )^2 ]
r = --------------------------------------------------------------------
| N












48















CHAPTER- 5
DATA ANALYSIS













49


4.1 ANALYSIS AND INTERPRETATION OF DATA
TABLE- 1- AGE GROUP OF RETAILERS









OURCE: PRIMARY DATA
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
23 25 25 35 35 45 45 55
AgeofRetailers
S

INTERPRETATIONS:-
While doing survey I found that the 45% Retailers belongs to age group of (35
35% belongs to (45- 55)


45)
And
50

AGE OF RETAILERS PERCENTAGE


23 -25 5%
25 35 15%
35 45 45%
45 - 55 35%

TABLE 2- SALE OF (UPS, INVERTER, BATTERIS) IN STORE (LACK / MONTH..

Brand SALE(LACK / MONTH)
APC 700000.00 above
LUMINIUS 500000.00
MICROTEK 400000.00
SU-KAM 400000.00
GENUS 200000.00
EMERSION 300000.00
OKAYA 400000.00




SOURCE: PRIMARY DATA
INTERPRETATION:-

After survey we found tha

t the sale of APC is 700000 in per month


The sale of the Luminous is 500000 in per month.

The sale of Genus is 200000 per month.




51

0
100000
200000
300000
400000
500000
600000
700000
800000
APC LUMINOUS MICROTEK SUKAM GENUS EMERSION OKAYA
Sales of different brand in outlet





INTER




0
5
10
15
20
25
30
35
40
45
50

SALE
2.0- 3
3.0-4.
4.0- 5
5.0-6.
6.0-7.
7.0- 8

RPRETATI
In the abov
value of the
25% respon
5.0)
15% respon
4.0)
2.03.0
ES IN (LA
.0
0
.0
0
0
.0

ION:-
ve chart it
eir store is (
ndent has re
ndent has re
3.04
Sa
AKHS)

is showing
(5.0-6.0)
eplied that
eplied that
4.0
lesofP

NO. OF
10
15
20
45
5
5

g that 45%
the monthly
the monthly
4.05.0
owerba
F OUTLE

respondent
y sale of th
y sale of th
5.06.0
ackupp
ETS

PER
10%
15%
20%
45%
5%
5%
SOURCE: PR
t has replied
heir store are
heir store are
6.0
product
RCENTAG
%
%
%
%


RIMARY DATA
d the mont
e respective
e respective
7.0
GE
52
A
7.08.0
thly sale
ely (4.0-
ely (3.0-

TABLE-3- NUMBER OF CUSTOMER VISIT PER DAY:-


SOURCE: PRIMARY DATA
0
50
100
150
200
250
APC LUMINOUS MICROTECK SUKAM GENUS OKAYA EMERSION
No of customer visit in a day in outlet

INTERPRETATION:-
After Survey we found that the 200 customer visit in the APC outlet per day.
And 150 customer visit in the luminous outlet per day.
And 160 customer visit in the Microteck outlet per day..
And 120 customer visit in Genus outlet per day.
53

BRAND NO. OF CUSTOMER


APC 200
LUMINOUS 150
MICROTECK 160
SU-KAM 140
GENUS 120
OKAYA 145
EMERSION 100





INTER



0
5
10
15
20
25
30
35
40
45
50

RPRETATI



0 5
FREQ
0- 5
51- 10
101- 15
151- 20
ION:-
After Surve
101-150 cu
51-100 cus
50
F
QUENCY
50
00
50
00

ey we found
ustomer visi
tomer visit
51
Frequen
d that 151-2
it in 35 outle
in 20 outlet
100
ncyofCu
OUTL
0
20
35
45

200 custome
ets.
ts.
101
ustome
LETS
SOUR
er visit in 45
1 150
rVisit
RCE: PRIMARY
5 outlets.
151
54
Y DATA
1 200
TABLE-4- CUSTOMER CONVIRSION RATE IN TERM OF SALE











SOURCE: PRIMARY DATA
0%
5%
10%
15%
20%
25%
APC LUMINOUS MICROTECK SUKAM GENUS OKAYA EMERSION
BrandwiseCustomerconversionrateintermof
sale

INTERPRETATION:
After survey we found that the customer conversion rate of the APC is 20% in the
term of sale. It is higher customer conversion rate in term of sale.
And the customer conversion rate of luminous & Su-kam are (15 & 12%)

55

BRAND NAME CONVERSION RATE


APC 20%
LUMINOUS 15%
MICROTECK 12%
SU-KAM 10%
GENUS 8%
OKAYA 10%
EMERSION 5%
CUSTOMER CONERSION RATE ON THE BASIS OF RESPONDENT ON
SALE



FREQUENCY OUTLETS PERCENTAGE
0-20 10 10
21-40 18 18
41-60 32 32
61-80 26 26
81-100 14 14





SOURCE: PRIMARY DATA
TERPRETATION


IN :-
After doing survey I found that frequency (41-60) 32% customer is converted
ncy (61-80) 28% customer is converted in outlets.

in outlets.
And freque



56

0
5
10
15
20
25
30
35
020 2140 4160 6180 81100
FrequencyofCustomerconversionrate
TABLE:5- WHAT WILL YOU RATE THE GENUS POWER PRODUCT IN THE
TERM OF PERFORMANCE:-

BRANDS PERFORMENCE PERCENTAGE










SOURCE: PRIMERY DATA
INTERPRETATION:-
After doing survey I found that Performance of Genus Power Product is good
40%
0% say Average about its performance.
And 30% say very good about it performance.
And 2

30%
40%
20%
10%
GenusPowerProductPerformance
VeryGood
Good
Agerage
Worst

GenusPower Product(UPS,
verter, Batteries, etc
Very Good

e
30%
In

Good

Averag

Worst


40%

20%

10%
57

TABLE:6 ARE YOU FACING ANY PROBLEM BY THE COMPANY


BEHAVEIOUR?










SOURCE: PRIMERY DATA
20%
10%
45%
25%
ProblemfacingbyReatilerbythecompny
Noproprepromotion
NoCompanysupport
NoExtraMargin
NoPropresupply

INTERPRETATION:-
After doing survey I found that Retailers are facing many problem-
(a) 45% retailer facing problem of No extra margin by company.
(b) 25% facing No proper supply products.
(c) 20% facing No promotion of products in market.


58

PROBLEMS PERCENTAGE
NO PROPER PROMOTION 20%
NO COMPANY SUPPORT 10%
NO EXTRA MARGIN 45%
NO PROPER SUPPLY 25%

TABLE-7- DOES THERE IS EXTRA SALE WHEN SEASON CHANGES.









SOURCE:-PRIMARY DATA
80%
20%
Saleswillbeeffectedbytheseason
YES
NO
INTERPRETATION:-
After doing Survey I found that, Sales of Power Backup Product is increasing when
season change.
80% saying that sales is increasing when season change( In Summer- power
Shortage)
20% is not agree with this.
59



YES


80%


NO


20%
TABLE-8- WHAT IS THE FREQUENCY OF EXISTING CUSTOMER IN A
YEAR.











SOURCE: PRIMARY DATA
INTERPRETATION
0%
5%
10%
15%
20%
25%
30%
35%
40%
APC LUMINOUS MICROTECK GENUS OKAYA EMERSION
FrequencyofexistingCustomer(%)

:-
After doing survey I found that Frequency of existing customer in APC is 35%.
ersion..
And 30% Existing Customer By luminous.
And 28% Existing customer by Microteck.
And 25% Existing Customer by Genus & Em
And 285 Existing customer by Okaya
60


BRAND NAME

FREQUENCY (%)

APC

35%

LUMINOUS

30%

MICROTECK

28%

GENUS

25%

OKAYA

28%
EMERSION
25%
TABLE-9- WHAT TYPE OF POWER BACKUP PRODUCT SOLD MOASTLY.




SOURCE: PRIMERY DATA
NTERPRETATION


POWER BACKUP PRODUCT

PERCENTAGE


UPS

5%

INVE

RTER 75%

BATTERIES



10%

SOLAR PANE





5%
75%
10%
10%
PowerBackupProductSales
UPS
INVERTER
BATTRIES
SOALRPANEL
I :-
Batteries sold 10%
And 5% UPS sold
After doing survey I found that, Inverter sold most 75%.
And Solar Panel &

61

L

10%
TABLE-10- WHICH TYPE OF STRATEGIES DOES YOU FOLLOWED MOST TO
ATTRACT THE CUSTOMER.











STRATEGIES

PERCENTAGE


SOURCE: PRIMRY DATA
INTERPRETATION:--
After doing Survey I found that there are many strategies followed by Retailer to
0%
5%
10%
15%
20%
25%
30%
35%
ADVERTISEMENT DISCOUNTOFFER PRICING QUALITY OTHERS
StrategiesfollowedbyRetailretoattractthe
Customer
attract the customer.
er.
Mostly 30% using Advertisement for attract the customer.
And 25% using quality product to attract the customer..
And 20% using the Pricing Strategies to attract the custom
62


ADVERTISEMENT

30%

DISCOUNT OFFER

10%

PRICING

20%

QUALITY

25%


OTHERS

15%
TABLE-11- WHAT ARE THE SOURCES OF ADVERTISEMENT.
SOURCE: PRIMARY DATA
INTERPRETATION:-



SOURCE OF ADVERTISEMENT PERCENTAGE


TV 10%

INTERNET 0% 1

N

EWSPAPER 0% 3

H

ORDING 0% 3

H





0%
5%
10%
15%
20%
25%
30%
35%
TV INTERNET NEWSPAPER HORDINGS HANDBILLS
SourcesofAdvertisment

Retailer using the Newspaper of the
)
ills for Advertisement.
After doing survey I found that, Mostly
Advertisement (30%
And 25% using Hording for the Advertisement.
And 15% using Handb


63

ANDBILLS 5% 1
SOURCE OF ADVERTISMENT ON THE BASIS OF RESPONDENT:










0
5
10
15
20
25
30
35
40
0 20 2140 4160 6180 81100
SourceofAdvertismentonthebasis
respondent
SOURCE:PRIMARY DATA
INTERPRETATIONS:-
After doing survey I found that 61-80 respondent are saying the source of
Advertisements (30 -35%) from Newspaper and hoardings




64

FREQUENCY OUTLETS
0-20 10
21-40 15
41- 60 28
61-80 34
81-100 13
TABLE 12:- STRTEGY FOLLOWED FOR CONSUMER SALES PROMOTION.









SOUECE: PRIMARY DATA

INTERPRETATION

SOURCE NO.OF PERCENTAGE(%)
RESPONDENT
SAMPLE 8 8%
C



OUPON 10 10%
PRICE OFFER 45 45%
CASH REFUND 9 9%
ALL 13 13%



8
10
45
9
13
15
Strategyfollowedforth nsumersales
promoti
eco
ons
SAMPLE
COUPON
PRICEOFFER
CASHREFUND
ALL
NONOFTHESE
:-
After market survey we found that 8% respondent are followed by the strategy
of sample.
10% respondents are followed by the strategy through coupon.
49% respondents are followed by strategy through price offer
15% respondent are not following any strategy for consumer promotion

65

NON OF THESE 15 15%


TABLE-13- HOW DO YOU ANALYZE THE COMPETITOR SALES.











SOURCE:-PRIMARY DATA

INT

COMPETITOR SALES

PERCENTAGE

PRICING

35%

COMPANY ANALYSE

10%

BRAND EVALUTION

30%

OTHERS

25%
0%
5%

ERPRETATION:-
und th the Retailers Analyzing the competitor sales.
Analyzing through the Pricing of Product
30% are Analyzing through Brand Evolutions.
25% are analyzing through other Strategies.
After doing Survey I fo at. how
35% are
10%
15%
40%
PRICING COMPANYANALYSE BRANDEVOLUTION OTHERS
AnalyzetheCompetitorSales
35%
30%
25%
20%
66

TABLE: 14.DO YOU OFFER DISCOUNT FOR SPECIFIC CUSTOMER.







SOURCE: PRIMARY DATA
RESPONSE NUMBER PERCENTAGE
YSE 70 70
NO 30 30

70%
30%
OfferingDiscounttoSpecificCustomer
YES
No

INTERPRETATION:-
After doing survey I found that Retailers are giving extra discount to Specific Customer
g like th
And 30% are not Agreeing with this,







(70%) are doin is.
67

TABLE-15- WHICH BRAND OF POWER BACKUP PRODUCT SOLD MOST?











SOURCE:PRIMARY DATA
INTERPRETATIONS
BRANDS SALES PERCENTAGE
APC 35 35%
LUMINIOUS 23 23%
MICROKECK 25 25%
GENUS 8 8%
OTHERS 9 9%
35%
23%
8%
9%
Brandsofpowerbackupproductsoldmost
APC
LUMINIUS
MICROTECK
GENUS
25%
OTHERS

:-
After doing survey I found that APC is most Selling Brands(35%) of market share hold by it.
And 25% is From Microteck.





68

AT ICAL TOOL LYSIS ST IST ANA


HI-SQUARE C TEST-1
In this chi square test I am interpretive whether is there is any relation between sales of
Power backup product and consumer sales promotion. So I am assuming that with
ption (hypothesis) there is no relationship between. Sale of the Power backup product
nd consumer sales promotion.
Ho= There is no relationship between sales of the Power backup product and consumer sales
promotions.
H1= There is relationship between sales of Power backup product and consumer sales
promotions.
Observed Value
assum
a
:-




Expected Value:-
X 9 12.5 14.5 45 9 10 100
Y 9 12.5 14.5 45 9 10 100
Total 18 25 29 90 18 20 200







X 10 15 20 45 5 5 100
Y 8 10 9 45 13 15 100
Total 18 25 29 90 18 20 200

69

Observed
value (0)
Expected
Value (E)
(O E) (O E)
(O E)/(E)
10 9 1 1 0.11
8 9 -1 1 0.11
15 12.5 2.5 6.25 0.05
10 12.5 -2.5 6.25 0.05
20 14.5 5.5 30.25 2.12
9 14.5 -5.5 30.25 2.12
45 45 0 0 0
45 45 0 0 0
5 9 -4 16 1.77
13 9 4 16 1.77
5 10 -5 25 2.5
13 10 3 9 0.9

= 11.5

(O-E)/(E)= 11.5

Table value
(
Where, R= row and C= Column
R=2 and C=6
Table value = (2-1)*(6-1)
Table value = (1*5)
Table Value = 5
The table value at 5% significant of level of 5= 11.1
Since
The calculated value is greater than table value
CV>TV



Calculated value= 11.5
Dof = R-1)*(C-1)







INTERPRETATION:-
From above chi square test proved that there is the relationship between sales and
otio an say strategies r sales
promotion are good than sales promotion.
70

consumer sales prom n. So we c that if the of custome



BI-VARIANT TABLE
USTOMER VISIT
Y= SPECIFIC DISCOUNT
X= C

Customer
t/Specific
discount
0-50 100 101 0 151-200
Frequency
visi
51- -15
X (70%)
0 35 45 100 20
Y (30%)
70 0 0 100 30
Frequency
70 50 35 45

Chi Square test- 1
In this Chi square test I am interpretive whether there is any relation between Customer visit
r. So I am assuming that with assumption (Hypothesis)
ustomer visit and specific discount to the customer.
omer visit and specific discount to the customer
the customer.
and specific Discount to the custome
there is no relationship between c
H There is no relationship between cust 0=
H1= There is relationship between customer and specific discount to
Observed Value:-
X (70%) 00 20 35 45 100
Y (30%) 70 30 00 00 100
Total 70 50 35 45 200

Expected Value:-
X 35 25 17.5 22.5 100
Y 35 25 17.5 22.5 100
Total 70 50 35 45 200

71

200
Observed
value (O)
Expected value (E) (O-E) (O-E) (O-E)/(E)
00 35 225 35 -35 1
70 35 35 1225 35
20 25 -5 25 0
30 25 5 25 0
35 17.5 17.5 306.25 17.5
00 17.5 -17.5 306.25 17.5
45 22.5 22.5 506.25 22.5
00 22.5 -22.5 506.25 22.5
= 150

( O-E)/(E)= 150
Table value = 3 Table value:--
DOF = (R-1) * (C-1)
Where R= Row, C= Column
2, C= 4
Table Value = (2-1) * (4-1)
able e = 1 *
The table value at 5% significant of level of 3 = 7.815
value is greater than the table value.
CV>TV

INTER ATION
R=
T valu 3
Since, the calculated
PRET :-
From the above chi square test proved that there is relationship between customer visit and
specific discount to the customer. So we can say that if the strategies of customer visit are
tha

72

good n specific discount



CORREL ON ANAL ATI YSIS
Finding the rela hip between (Source of advertisement and Customer conversion rate) the
ome invested among the respondent and correlation

ce of advertisement and Customer rate) the outcome
invested among the respondents and the correlation formula under assumed mean method is
[N dx - dy ]- [ dx* dy ]
-----------------------------------------
2 2
tions
outc toll










SOLUTIONS:-
To find the Relationship between (Sour
taken into account.

The formula is given as:-
r = ---------------------------
| N dx -( dx)^2 ] - | N dy - ( dy )^2 ]

Where r = co-efficient of correlation
N = No. Of option


Custom
(X (Y)
er conversion Rate
)
Source of Advertisem

ent
10 10
18 15
32 28
26 34
14 13
TOTAL-100
73

100

X

Y
_
dx=x-x
_
dy=y-y

dx^2 dy^2 dx.dy

10
10 -22 -10
100

220 484

8
15 -14
196

169

182
-13
1

32
28 0 0
0

0

0
34 6 -6 36 36 -36
26

4
13 18 324 225 270 15
1

TOTAL

-12 -14

1040

530

636

[N dx - dy ]- [ dx* dy ]
r = --------------------------------------------------------------------
2 2

| N dx -( dx)^2 ] - | N dy - ( dy )^2 ]



[5 * 636] - [-12 * -14]
-----------------------------------
_| (S - 1u4u) - (144)] - | (S - SSu ) (196)]
r = ---------------------

TERPRETATION

r = 0.017

IN :-
this it is inferred that there is no correlation or
significant relationship between ( Source of Advertisement and customer conversion rate)

74

Therefore it is not positively correlate. From


WEIGHTAGE AVERAGE METHOD
e act the


1
R Ran ank4 ank5 Mean
sco

Weighted
verag
Rank

Analysis of retailer ra
customer.
nk on the best strategy follow d by the retailer to attr
Strategy Rank ank2 k3 R R
re a e
By giving
discount

10x1 3 25x3 8x4 292 2.92 1 0x2 2 7x5
By giving free

25x1 30x2 15x3 20x4 10x5 260 2.6 3
installation

By giving after
le service
20x1 25x2 23x3 18x4 14x5 261 2.61 2
sa

By giving
quality product

40x1 15x2 10x3 20x4 15x5 255 2.55 4
Other

2 20x 15x4 10x5 250 2.5 5
s
30x1 25x 3

INTERPRETATION:-
rom this table clearly shown that retailer using strategy of By giving Discount for attract the
ustomer and sale the product most. Due this strategy only they are able to keep the more
existing customer and make new customer also.






F
c



75









CHAPTER - 6
D







FIN INGS













76


FINDINGS
MAJOR FINDINGS LISTED BELLOW:-

After survey it is found that 100% respondents are Male in term of gender wise
classification.
After survey it is found that the percentages of the large scale retail are 75%.
After survey it is found that the 151- 200 customer visit in the 45% outlets in
market.
After survey it is found that the customer conversion rate of the APC is 20% in the
term of sale. It is highest customer conversion rate in term of sale.
After survey it is found that the sale of APC is more than above 30% per month. It is
highest sale in overall market.
After survey it is found that 30% respondent analyze competitor sale through
ave replied that they have targeted
quality.
After survey it is found that 80% respondent are having extra sale when season
change.
The most retailers analyze the competitor sale through the Brand evaluation and
pricings.
The most of the outlets are giving the price offer to the customer for the consumer
sales promotions.
After survey it is found that the 30% respondent uses the source of advertisement
from newspaper.
After survey it is found that 45% of retailer facing problem by the company of
Margin.
After survey it is found that in Power backup Product 75%( Inverter) sold mostly in
market.
After survey it is found that strategies followed by the 45% retailer to attract the
customer is By giving discount

Advertisements
After survey it is found that 25% respondent h

77
















CHAPTER - 7
GGESTION & CONCLUSION



SU




78


SUGGESTIONS
MAJOR SUGGESTION LISTED BELLOW:-

Genus Power should be focus on marketing strategies in whole market.
To create awareness about the company and company products.
To maintain proper channel of distribution of the products.
Focus on the Promotion of products in effective media.
To focus on the location of stores and distributers.
Company should focus on the pricing strategy.
To focus on quality of products.
Company should invest in R&D to create innovative products.














79


CONCLUSION
in India as well as other country. The main
ange, Global warming, Etc. Power
is very useful in every area. There are many local player turn to be domestic player, armed
m foreign
on and their works not
y by day. As for as Indian
mer re ready to invest this type
the global market, creating, and
sary. Some Power backup Product companies
d GENUS). While
ternational buying houses.
hile concluding this project it must meet the secondary objective- In New Delhi Market
position of Retailers in New Delhi is quite comparative because of large number of Retailers
market. They are doing their business in minimal benefit.
ers are well aware about the Genus Power Product. And its good
sponse in market also. But I will advice them to invest more money and more human power
to promote and market their product.
In that research I found that many problem faced by the retailers like (minimum margin, No
ppropriate distribution system, No proper company support.etc) so for create the good
roduct in market it must have to give all the support to the retailers, because they are the
primary and important communication channel.
While comparing the competitors product and Genus Power product the quality is quite good
nd performance is also good. But competitors are spending lots of money in marketing and
romoting the product due to this other competitors product people know well.
The Power Backup Industry is growing very fast
cause of growing market is Power shortage and climate ch
with the strengths of designing and resourcing which they have achieved fro
players.
The main factor for the growth demand of Power is growing populati
only in urban area but rural area also so demand becomes high da
market is concerned the income level in increasing and custo
of appliances. To compete in the domestic as well as
sustaining a strong brand image is neces
attempt to create the global image like (LUMINIUS, MICROTECK, an
other just supply to in
W
in
Retailers and custom
re
a
p
a
p


80


BIBILIOGRAPHY


References:-
Books:-
Strategic Brand Management
Websites:-
www.google.com
WWW.Genus.in
WWW.Wikipedia.com
WWW.Luminousindia.com
WWW.Bing.com












81


QUESTIONNAIRE

1. Name of the Retailer: ---------------------------------
the Retail Store: -------------------------------
nder
(a) Male b. Female
4. Age
s than 25 (b). 25-35 (c). 35-45 (d). More than 45
--------------------
C n per sq. ft: ------------------------------
(a). Small scale retail (b). Large scale retail (c). Wholesale (d). others
8. Sale of the (UPS, INVERTER, BATTERIES) in Store (Lacks/month )?
(a) 1,00,000-2,00,000 (b) 2,00,000-3,00,000 (c) 3,00,000-4,00,000 (d) 4,00,000-
5,00,000 (e) Above-5,00,000
9. No of Customer visit in particular day?
(a) 0-50 (b) 50-100 (c) 100-150 (d) 150-200 (e) More than 200
10. Customer conversion rate in term of sale?
(a) 0-5% (b) 5-10% (c) 10-15% (d) 15-20% (e) More than 20%
11. Which brand of Power Backup product sold most?
inous (c) Microteck (d) Genus (e) Others


2. Name of

3. Ge


(a)Les
5. Location: ------------
6. urrent rent of the place i
7. Your shop is: -----





82

(a) APC (b) Lum


12. What will you rate the Genus Power Product in performance?
(a) Very good (b) Good (c)
13. Are you facing any problem b ?
(c) No extra margin (d) No
14. Rank the best way to attract the customer?
Strategy

Average (d) Worst
y the company behavior
(a) No proper promotion (b) No company support
proper supply (e) All
Rank
By giving i u

[]1 []2 []3 []4 []5 d sco nt
By giving free installation

[]1 []2 []3 []4 []5
By givi

]4 []5 ng after sale service []1 []2 []3 [
By

[]1 []2 []3 []4 []5 giving quality product
Oth

[]5 ers []1 []2 []3 []4

15. Do you think Genus Power product can sale more?
(a) Yes (b) No
16. Does there is extra sale when season change?
) o
er in a year
ostly?
more customer?
Others

(a) Yes (b N
17. What is the frequency of existing custom
(a) 0-5% (b) 5-10% (c) 10-15% (d) 15-20% (e) More than 20%
18. What type of Power Backup product sold m
(a) ups (b) inverter (c) Batteries (d) others
19. Which types of strategy do you follow most to attract
83

(a) Advertisement (b) Discount offer (c) Pricing (d) Quality (e)
20. Do you offer the specific discount to the customer?
) others

22. How do you analyze the competitor sales?
(a) pricing (b) Company Analyze (c) Brand evolution (d) other
er sales prom
(a) Price offer (b) Coupon (c) Cash refund offer (d) others
24. What is the life of Power Backup product?
(a) 0-2 yrs (b)2-4 yrs (c) 4-6 yrs (d) other
proximately profit margin for your sto
(a) 30000-60000 (b)60000-120000 (c) 120000-240000 (d) more than 240000

(a) Yes (b) No
21. What are the source of advertisement?
(a) TV (b) internet (c) Newspaper (d) Hording (e) Handbill (f
23. What do you do for the consum otion?



25. Ap re per month.









84


APPENDIX

Advanced SMT Line
- Ministry of Science and Technology

CNC Milling and EDM


Our Factory


Automatic Testing Equipment

Centre for Design and Development -
Recognized by Govt. of India
85

Firing

Molding Machines

86


Meter Assembly
87

PCB Assembly

Resistor Trimming