A

SUMMER INTERNSHIP REPORT

ON

“Complete Channel Study for MWO/TL/AC- With respect to IFB, LG

and SAMSUNG ”

Submitted
To
UNIVERSITY BUSINESS SCHOOL

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ASMINISTRATION
In
CHANDIGARH UNIVERSITY
UNDER THE GUIDANCE OF
Prof.

Submitted by:-
Nikhil Sharma
[Batch: 2014-16, Enrolment No: - 14MBA5055]

MBA SEMESTER III

.
Preface

The Indian home appliances industry, especially the white goods segment has transformed into
one of the most competitive as well as dynamic Industrial domains in the world today.

There is immense potential in the Indian demographics, which support an increasing, demand for
quality of products. This is the reason why more and more foreign brands manufacturers are venturing
into trying their luck in India. In this project we have undergone a detailed analysis of Consumer
Durable products with respect to IFB Home appliances by using Fundamental tools.

The first part Include General information includes overview of industry, Indian home
appliances .The second part deals with four chapters. includes objective study, research methodology,
Data collection and its interpretation, findings and Analysis of dealers about Indian white good market
& Conclusion & Recommendations and the last chapter includes Bibliography.
Acknowledgement

The making of any project requires contribution and efforts of many people, right from its
inception till its completion. Completion of this project was a journey in which I learnt lot of new
things. It was not only learning but an enriching experience too. I take this opportunity to express my
profound gratitude to them for extending their kind support throughout the course of the project.

I would like to first express my earnest appreciation and gratitude to Prof. Falguni Shelani for
showing the confidence in me to take up this project, patiently resolving my queries, facilitating and
providing necessary inputs and guiding me at every step of the project.
Declaration

I Nikhil Sharma here by declared the report “Complete channel study for MWO/TL/AC- With respect to
IFB, LG and SAMSUNG ”is a result of my own work and our indebtedness to other work publications,
references, if any, have been duly acknowledged.

Faculty Guide Student Name

Signature Signature
INDEX

1. 1 Industry Overview
1.1 History 6
1.2 Growth & Development 7 to 9
1.3 Market players in industry 10

2 Company Overview
2.1 History 11
2.2 Growth & Development 12
2.3 Performance and other key performing data 13 - 14
2.4 Product/ Service Overview 15 - 18
2.5 Detailed departmental overview 19
2.6 SWOT Analysis 20

3 Research Methodology
3.1 Introduction 21
3.2 Literature Review 22 - 23
3.3 Details about the study 24 - 25
3.4 Methodology 26
3.5 limitations of the study 27
3.6 future plan 28

4 Analysis is and Interpretation of Data 29 - 44

5 Findings, Suggestions and Conclusion 45 - 46
6 Bibliography 47
7 Appendix 48 to 51
1. Industry Overview

1.1 History

Consumer Durable Market

Indian consumer durables market used to be dominated by a few domestic players like Godrej,
whirlpool, Samsung, Videocon, Siemens, IFB. But post liberalization many foreign companies have
entered into India, dethroning the Indian players and dethroning the market, the major categories in the
market are washing machine, refrigerators, air conditioners and microwave oven.

India being the second fastest growing economy with a huge consumer class has resulted in consumer
durable as one of the fastest growing industries in India. LG and Samsung two Korean companies have
been maintaining the lead in the industry with LG being the leader in almost all the categories.

The rural market is growing faster than the urban markets, although the penetration level in rural area is
much lower. The rising income levels, double income families and increasing consumer awareness are
the margin growth drivers of this industry.

The report highlights the significance this industry has for the Indian economy, throwing light on the pre
and post liberalization scenario.it discuss the important segments of this industry and the growth
patterns, trends and the demand drivers. The report also profiles the key players of this industry, with a
discussion of their business strategies.
1.2 growth & development

1. Rise in disposable income.

2. Availability of newer variants of products.
3. Product pricing.
4. Availability of financing scheme.
5. Rise in the share of organized retail.
6. Innovative advertising and brand promotion.
7. Festive reason sales.

Some herders and challenges are plaguing the consumer durables sector:

1. Threat from new entrants, especially global companies.

2. Rivalry and competition.
3. Potential markets remaining yet untapped.
4. Threat from substitute products/services.
5. Customer power with respect to availability of choice.
Industry analysis
Consumer Durables

White goods Kitchen appliances

Top Load Washing Microwave oven
Machine
Air conditioner
Success in the industry would depend on addressing key factor

1. Market positioning and branding

2. Product technology
3. Distribution and service networks
4. Attractive locations

1. Market positioning and branding

Addressing key customer requirements that act as demand drivers by

proactive marketing and establishing strong brand association.

2. Product technology

Providing technologies that benefit the customer through low power consumption,
low service requirement, low cost of operation etc.

3. Distribution and service networks

From saturated urban regions to low presentation rural areas.

Distribution networks and brand recognition will continue to play significant roles.

4. Attractive locations

With raw materials forming a significant clunk of costs, production facilities

located near products to important cheaper raw materials could provide an advantage.
1.3 Market Players in Industry
2. Company Overview

2.1 History of IFB Industries Pvt.Ltd.

 The company’s object is to manufacture fine blanking tools, press tools and fine blanked
components used in a wide range of precision engineering industry.

 Year events 1974 – the company were incorporated on 12th September, in west Bengal.

 Year events 1989 – some divisions started.

1. Home appliances factory in Goa.

2. Motor car division in Bangalore.
3. Fine blanking division in Gurgaon.

 Year events 1992 – entered into Gujarat market.

 Year events 2012 – IFB is on no.1 in front load wahing machine and no.3 position in microwave
oven. IFB has monopoly in Dishwasher and clothe dryer.
2.2 Growth & Development

IFB is an us$ 250 million diversified business house having interest and home appliances, automotive
components, alcohol & marine foods. Our business enjoys leadership status and in most product
categories have a dominant market share. The business is built on the ethos of quality, technology &
consumer focus as well as financial prudence. The IFB brand enjoys very strong equity in the minds of
the consumers and is amongst the most desired brands in India.

Mission

Continuously maximizing the shareholder’s growth by manufacturing and marketing best quality
products that go into daily life.

IFB privilege

IFB home appliances pioneered many modem trends in the Indian household
Over the years, IFB has developed products that have changed your lifestyle not only through the very
best in wash care technology, but also through a wide range of state – of- the-art dryers, dishwashers &
microwave ovens. Today more than 3 million households on IFB products, making us of the trusted
home appliances companies in the country. Our customer base is growing rapidly not only because of
our products but also because of the exceptional quality of service. Our service network covers the
length and breadth of the country, with more than 179 franchisees across 995 towns; we feel that it is
time of launch IFB privilege – a truly rewarding loyalty programmed. More importantly, it is a ‘thank
you’ gesture to all our loyal customers who have always believed in the superiority of our products and
services.
2.3 Performers & other key performing data

Whirlpool India

 On Thursday 26th of the July unveiled a new range of products in six categories priced between
Rs.10000 to Rs.100000.
 Whirlpool said it hoped to capture 25 percent market share by the year-end .the firm has around
18 percent market share at present
 Whirlpool strength is that it’s using sale promotion tool advertising.
 The firm a subsidiary of us-based whirlpool corporation ,has also earmarked rs.100 crore as
total marketing & advertising spend for this year which would include television, print & online
campaigns.

LG India

 Korean consumer durables manufacturer LG electronics is eyeing a 33 % market share in home

appliances & Rs.6100 crore revenue (of the India) by this year.
 LG electronics India has achieved a total turnover of rs.16000 crore in 2010.
 LG electronics India has aggressive plans to invest rs.240 crore in marketing of home appliances.
Samsung India

Samsung India is eyeing a bigger share of the home appliances market ,particularly the microwave
segment.
 Samsung is on the second position in the home appliance market.
 Owing to rupee depreciation & its considerable important content, the company had to hike
prices by 6-7 percent since November 2011.
 Samsung is using a sales promotion tool in very vast area.
2.4 product overview
IFB home appliances
Products category

Air Conditioner
With the new range of IFB Split Air Conditioners and DC Inverter Air Conditioners, summers are going
to be cooler and winters are going to be warmer. All thanks to some powerful features that work in
tandem to give an unparalleled performance. Be it your home sweet home or an office space with a
larger area, IFB Air Conditioners will go about their job silently, no matter the temperature.

When it comes to efficiency and fresher air in your room, Titan Gold Evaporator Fins works wonders by
keeping the interiors of the unit dirt and moisture free. And when the mercury soars, the heavy duty
cooler and high-speed blower swing into action to cool your environs in quick time. While the 100%
copper piping ensures superior efficiency and worry-free operation, R410A gas provides greater cooling
without harming the environment. Silent and powerful, the new range of IFB Air Conditioners pack in
some great features including High Cooling Capacity that cool even largest of spaces in the shortest
possible time, Feel Mode and Heat Mode. One of the flagship models can even be switched on using a
special smartphone app so that you can chill your home before you even reach home.

On the installation and service front, IFB is the only brand to give you FREE installation for your Air
Conditioner by our specially trained technicians, 365 days a year with a wide service network across the
country.

Bring home an IFB Air Conditioner and stay cooler during summers and warmer even during the
coldest winter months!
Top Loader Washing Machines

Ease your life and indulge in things you love the most with the new range of Top Loader Washing
Machines from IFB. The new Top Loaders epitomizes form and functionality with eye-pleasing designs
and the revolutionary Deep Clean. What’s more, there’s Aqua Energie, Aqua Spa Therapy, 3D and 4D
Wash, Triadic Pulsator and Crescent Moon Drum. These features make sure your machine makes
optimum use of water and detergent so that your power and water bills are always under control. While
the technology at work ensures an excellent wash, it also handles your favourite clothes with the care
they deserve.

The new range comes with powerful features including High-low Voltage Protection, Memory Backup
and Auto Imbalance Correction System, protecting your machine from voltage fluctuations and ensuring
smooth functioning of the washing machine no matter where it is placed in your home.

With the palate of colors available and a big display LED screen, the new range of Top Loader Washing
machines will complement your home decor and you will definitely find them easy to use too. Be it a
nuclear family or a large family with bigger laundry worries, you could now pick the one that suits your
need with capacities ranging from 6.5 kg to 9.5 kg with Intelligent Wash Programs.

What’s more, the new range of IFB Top Loaders come with a 2 year warranty and 10 years of spare
parts support with an outstanding service network across India.

So what’s stopping your from buying a new Top Loader online? Compare and buy the best from the
comfort of your home at our brand website.
Microwave Oven

IFB microwave ovens are the perfect example of a beautiful blends of performance and style.be it
grilling tandoori chicken on the rotisserie. Its microwave range will set u free to indulge in the all things
that you have dreamed of whilst enjoying the luxury of a hassle free cooking experience. With IFB
Microwave Ovens, it's not just about good food for you and your family. With a range of Solo, Grill,
Convection and Rotisserie Microwave Ovens, add flavour to your recipe repertoire and then explore
some more. From Auto Cook Menus, Combination Cooking, Multistage Cooking, Rotisserie,
Fermentation, Delay Start, Steam Clean, Deodorize to Disinfect, the features are exciting enough to do
more with your creativity be it experimenting with flavours, textures or spices. A 3-year warranty on
Magnetron and Cavity means that you do not have to worry about the most critical components in your
microwave for a long time to come.
What's more, you could showcase your creations to the world through IFB Spice Secrets Master.Chef.
It's a unique initiative where you could compete with upcoming home chefs who are keen to change
things forever in the kitchen with a microwave. If you want to show the world some of your brilliant
recipes, you could do it through the social media and win prices too. Alternately, you could walk into
any of the IFB Point in your neighborhood where our friendly folks would be happy to let you in on the
secrets of putting your microwave to best use.

Buy IFB Microwave Ovens online to embark on a culinary journey that will excite you and your loved
ones.
2.5 Detailed Departmental Overview

IFB industries ltd (originally known as Indian fine blanking. Has over the last 35 years presence in India
witnessed various ups and downs in its business and is now on its move towards becoming a sustainable
and stronger player in the Indian consumer durable space. The company’s business can be divided into 2
categories namely home appliances and fine blanking(auto ancillaries & components business the
home appliances division is basically into retail, selling various products like washing machines,
microwave oven, dishwasher, refrigerator, clothes dryer and kitchen appliances. The home appliances
sector accounts for 85% of revenues. The fine blanking division is a manufacturing segment,
manufacturing various high quality fine blanked components catering mainly to the automobile sector.
This segment contributes the remaining 15% of the revenues.IFB has facilities in Kolkata, Goa and
0Bangalore.

IFB industris
Ltd

Domestic Fine
Appliances Blanking

Washing Kitchen
Machine Appliances
2.6 swot analysis
We have done swot analysis of Surat zone to go through the strength weakness, opportunity and threat

Strength
1. Main strength of IFB in Surat region is well known premium brand itself.
2. IFB is already famous for premium category and mostly purchase by higher class people and
always well known for its premium category.
3. IFB strength in Surat zone is its brand itself. Though it is a premium brand high class people are
mostly brand loyal of IFB.

Weakness
1. One of its weaknesses is ineffective promotion and high price
2. Lack of awareness among common people.
3. Lack of awareness of Microwave oven in middle class people.
4. Lack of advertisement.

Opportunity
1. IFB has opportunities because expenses on white goods are increasing day to day by common
people.
2. IFB can brand itself as the best brand among all the brands.
3. IFB has opportunities because expense on white goods in increasing day to day by common
people. Very few players make good front loading washing machine. IFB can take lead.

Threat
1. Increasing sales promotion activity by major brands sometimes threat for IFB.
2. Major brands have huge dealer network on the other side IFB has some loyal dealer network.
3. Many new local brands are coming with low price category.
Research Design
3. Research & Methodology
3.1 Introduction

Talking about our project, the title of the project is market analysis of consumer durable market for
acquiring related data we have formed one questionnaire which contains 12 questions. Basically all
these questions are focused on the consumer’s behaviour for purchasing the magazine and what
parameters they consider while purchasing any magazine as well as asking their views and suggestions
for the improvement if the products.

We have learned the theoretical knowledge which requires for completing this project. We have
got the knowledge about the home appliance industry, as well as the consumer behavior. After studding
these aspects of analysis we have tried to give the suggestions and the recommendations for
strengthening the future policies of the IFB home appliances market.

This project will be helpful to the organization for knowing what is consumers’ behavior regarding the
analysis of washing machine and microwave oven. Types of research here is using descriptive research.

Types of Research

Descriptive research

Descriptive research, also known as statistical research, describes data and characteristics about the
population or phenomenon being studied. Descriptive research answers the questions who, what, where,
when and how...

Research instrument

The research instrument in this study is a structured questionnaire to be filled by the respondents. The
questions are both open-ended and close ended to have a free opinion from the respondents.
3.2 Literature Review

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

Journal of Marketing, , pp.34 – 41

Abstract

Highlights that in spite of the notion generally held, that consumer durables are luxuries, the
market displays some inertia comparable to that of non-durables. Proposes that new analysis of
the structure of the consumer-durable markets leads to the concept that they have basic strengths
that can only be temporarily violated. Distinguishes further between individual initial sales and
statistical initial sales, also between individual replacement sales and statistical replacement
sales. Closes by stating that consumers are not really affected by economic conditions, except in
so far as they may postpone their purchases – particularly in the replacement sector.

2. Fon Sim Ong, Philip J. Kitchen, Shih Shiuan Chew, (2010) "Marketing a consumer
durable brand in Malaysia: a conjoint analysis and market simulation", Journal of
Consumer Marketing, pp.507 – 515

Abstract

Purpose – This paper aims to use conjoint analysis to examine how Malaysian consumers make
decisions regarding a consumer durable product – namely room air conditioners – under multi-cue
situations.

Design/methodology/approach

This study first assesses the impact of prior perceived differences between brand names, country of
manufacture, price, quality, technological advancement, and warranty on product evaluation.
Second, the relative importance of the attributes as evaluative criteria is determined by performing
part worth analysis. Six pertinent hypotheses are developed and tested. Conjoint analysis is used to
develop product profiles that respondents could evaluate via a survey. This is followed by a market
simulation to suggest marketing strategies for Malaysian and Japanese products (the latter dominate
the Malaysian market).

Findings
The findings indicate the importance of capitalising upon consumer durables' intrinsic qualities, and
the need to carefully consider the relationship between price and quality. Ways to take advantage of
the strength of foreign brand names need to be understood and operationalized. The simulation
exercise also indicates ways in which indigenous and external competitors could take advantage of
market opportunities.

Research limitations or implications

The study does place in a Malaysian context, and moreover used a convenience sampling approach.
The need is demonstrable for more representative probabilistic sampling. While country of origin
effect is understood, other criteria (i.e. design, assembly, and source) need to be considered in future
studies.

Practical implications

It is felt that the approach utilised and the simulations developed can be applied in other geographic
and cultural contexts and have implications for marketing strategies for branded consumer durable
typologies.

Originality or value

The paper identifies and evaluates strategies for more effective competition in the Malaysian room
air conditioner market. The use of conjoint analysis and market simulation provides a basis for
competitive advantage in a tightly focused market sector.
3.3 Details of Study
Research problem

IFB is the India’s largest selling in home appliances. Even in the all India they are no.1 in its category of
home appliances, specially in front load washing machines. However due to other local language
magazines, they are facing a challenge in the local market.

The research problem is mainly “concerned with the identifying the factors for the analysis in Surat
zone. And also what are the different means to promote the sales.
In the project, we have tried to identify that why IFB is in 1st positions in front load washing machine
market and 2nd in microwave oven market. This research was mainly concerned to the present scenario
like south Gujarat people, their perception, their awareness of this company etc. the major problem we
got by this research is lack of awareness of IFB company.

Sampling process

 sampling Area: Ambala

 Sample Size: 19 dealers
 Sampling Procedure: Population Survey
Rational of the study

Home appliances industry in India is facing stiff competition after liberalization and modernization. A
front load washing machine segment has expanded and various foreign companies are getting into
Indian markets to earn a share of the new profits. With increased purchasing power and decreased
waiting time, people are now getting more & more attracted towards this segment. They want new
technologies with best quality and features. However, there are various factors that a consumer
considers during this process of purchase.

Under this study we are researching these underlined factors or variables that affect consumer’s decision
or preference. We are trying to study, Indian consumer’s needs, purchase behaviour & their intentions
while buying a washing machine in India.

Objective of the study

The project carried out for four main objectives

1. To carried out for market survey for knowing prevailing market condition of IFB washing
machines in Surat.
2. To find out various attributes or factor that affect the buying behaviour.
3. To analyse the performance of dealers.
4. To evaluate the alternative preferences of delears.
3.4 Methodology

Data collection method.

Population survey, questionnaire.
Sources of Data

1. Primary data

These are the data that we collect directly from consumer or dealers by asking direct question with them.
We have done some research work through internet and employees of IFB to know more about it. My
research work was mainly descriptive because our range of survey was wide. These methodologies help
us to get wide range of information.

2. Secondary data
A. Internet like the economic times, business standard, web sites.
B. Pie chart.

Scope of the Study

The research would help understand consumer’s preference & buying behaviour towards home
appliances. It would help companies understand, consumers buying behaviour. Utilizing this research
they can formulate effective advertising & marketing campaigns. They can understand competitors
offering & can compare their own offerings with that of the competitors.
Limitation of the study

I tried my best to get information and elicit responses required for preparing the project report and
management of organization .yet there were some problems faced by me these are as follows:

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

2. Unavailability of dealers and busy schedule of dealers was exclusive factor because of which a
lot of time was wasted during data collection.

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

Further Future Plans

 IFB is also producing now from this year refrigerator and AC.
 Company hoped that, their market share will be increased by 5% directly.
 IFB is now giving small advertising in the times of India news paper.so by this way they are also
try to aware about their product in home appliances market through advertising.
 IFB is no.1 position in front load washing machines but now their aim to make a good segment
market in refrigerator and AC.
 Final analysis
On
Top Loader Washing Machines, Air
Conditioner and Microwave Oven
Washing Machines

The IFB washing machine has a special cycle do all the thinking for you .choose from the various
options like top loading and front loading to get the desired washing cycle. Each cycle delivers the exact
water temperature at the exact point in the cycle that each garment type requires along with proper spin
speed.IFB is market leader in front load washing machine.

Types of Washing Machine

1. Frontload washing machine

2. Top load Washing machine

Introduction
IFB’s advanced user-friendly features are designed to combine technology and simplicity, to help you
choose the perfect program, the least amount of water, electricity and detergent! The unique hot wash
option .it not only gives you the perfect wash, but also uses the least amount of water, electricity and
detergent.

Indian market overview of washing machine:

The washing machine market is valued at rs.1500 crore and is growing at the rate of
40% in the fully automatic market.

Sub category is growing at the rate of 30% and 16% respectively .washing machine sales are cyclical in
nature and its sales commences with the onset of monsoon.

Major players
Some of the major players in the category of washing machine market are:
IFB
LG washing machine
Whirlpool
Videocon
Samsung

For liberalization of the Indian economy, only a few companies like Samsung, Godrej, whirlpool and
Videocon were the major players in the consumer durables market, accounting for no less than 80% of
the market. Then after liberalization foreign players LG, Samsung, whirlpool, Siemens came into the
pictures .today, these players control the major share of the consumer durables market.

Report Analysis on Washing Machine

We visited 20 dealers for our research all dealers have front load and top load washing machine. But
basically we focused on front load washing machines so that our sample size is 15.

General information:
 Various home appliances goods.
 Maximum margin.
 After sales, service providing.
 Maximum sale of particular brand.
 Sales promotion offers.
 Preference of dealers.
 Choices of customers.
Q.1 which company giving you maximum margin in front load washing machine?

LG 3
Whirlpool 2
IFB 5
Samsung 4
Siemens 4

Chart Title
IFB LG Samsung Whirpool Siemens

22% 28%

11%
17%
22%

Interpretation
As a survey of washing machine we defined that IFB is giving maximum margin with 28% because of
in front load washing machines IFB provides very advanced technology.

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

LG 4
Whirlpool 3
IFB 4
Samsung 6
Siemens 5
 Chart Title

IFB
Siemens 18%
23%

LG
Whirpool
18%
14%

Samsung
27%

Interpretation
With this data as per comparison other brands Samsung is giving best service quality in market.so its
ratio is 27%.

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

LG 7
Whirlpool 1
IFB 2
Samsung 7
Siemens 2
 Siemens
Chart Title
11%

Whirpool IFB
5% 10%

LG
Samsung 37%
37%

Interpretation
LG said at 6 kg capacity washing machine can reduce energy usage by up to 30% over other washing
machines & it’s priced in the range of Rs.24290.

Q.4 which company gives best sales promotion?

LG 7
Whirlpool 5
IFB 1
Samsung 4
Siemens 2

Chart Title
Siemens
11%
IFB
5%

LG
Whirpool 37%
26%

Samsung
21%
Interpretation
This data analysis prescribed that LG is giving more profit because of its advertising and awareness with
the ratio of 37% compare to the other brands.

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

LG 4
Whirlpool 3
IFB 5
Samsung 4
Siemens 2

Siemens
11% IFB
28%
Whirpool
17%

Samsung LG
22% 22%

Interpretation
With this survey almost dealers are that IFB is a reputed and first company which is produced washing
machines 1st in India and giving warranty of 4 years, where other brands are giving only 2 years
warranty.

Q.6 which brand maximum choose by consumers?

LG 6
Whirlpool 4
IFB 1
Samsung 5
Siemens 2

Siemens
Chart Title IFB
6%
11%

LG
Whirpool 33%
22%

Samsung
28%

Interpretation
As per a survey of washing machine we defined that customers are giving first preference to lg because
of its popularity and awareness so it’s a percentage of 33.

Microwave oven

A microwave oven, often colloquially shortened to microwave, is a kitchen appliance that heats food by
dielectric heating accomplished with radiation used to heat polarized molecules in food. Microwave
ovens heat foods quickly and efficiently because excitation is fairly uniform in the outer 25-38 mm of a
dense food item. Food is more evenly heated throughout than generally occurs in other cooking
techniques.

IFB microwave ovens are the perfect example of a beautiful blends of performance and style.be it
grilling tandoori chicken on the rotisserie. Its microwave range will set u free to indulge in the all things
that you have dreamed of whilst enjoying the luxury of a hassle free cooking experience.
Three types of microwaves are available in market.

1. Solo model
2. Grill model
3. Convectional model
IFB providing all of them but almost convectional model is more sealable in market.

Report Analysis of Microwave Oven

We visited 16 dealers for our research all dealers have front load and top load washing machine. But
basically we focused on front load washing machines so that our sample size is 15.

General Information:
 Various home appliances goods.
 Maximum margin.
 After sales, service providing.
 Maximum sale of particular brand.
 Sales promotion offers.
 Preference of dealers.
 Choices of customers.
Q.1 which one is on 1st position in microwave oven?

Kenstar 2
IFB 3
Samsung 5
LG 4
Videocon 2

Chart Title

Vediocon Kenstar
13% 12%
Ifb
Lg 19%
25%

Samsung
31%

Interpretation
As we know that Samsung is on 1st position with 31% as a comparison of other brands.specially its
strength is vast advertising.

Q.2 which types of models mostly sale?

Solo 10%
Grill 20%
Convectional 70%
 Chart Title

Solo
10%

Grill
20%

Convectional
70%

Interpretation
As per the marketing survey convectional model is more saleable rather than solo and grill. Because this
type oven has all facilities which are including in solo and grill specially.

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

Kenstar 5%
IFB 10 to 15%
Samsung 25%
LG 15 to 20%
Videocon 10%

Chart Title
Kenstar
7%

Vediocon
14% Ifb
17%

Lg
26%

Samsung
36%
Interpretation
LG is on 1st position and giving good margin because of its popularity and new advance features as
compare to the others.

Q.4 which company is gives maximum sales promotion?

Kenstar 3
IFB 2
Samsung 4
LG 5
Videocon 3

Chart Title
Vediocon
18%

Kenstar
18%
Ifb
12%
Lg
29% Samsung
23%

Interpretation
As per the survey of this point Samsung is best because of its wide advertising and low pprice as
compare to others.

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

Kenstar 4
IFB 4
Samsung 4
LG 3
Vediocon 2
 Chart Title
Vediocon
12%

Kenstar
Lg 23%
18%

Ifb
Samsung 23%
24%

Interpretation
As per this survey we can defined that particularly 3 major players.kenstar, which is because of low
price than Samsung & IFB which are because of advanced technology.

Q.6 which brand maximum choose by consumers?

Kenstar 5%
IFB 15%
Samsung 40%
LG 30%
Videocon 10%

Chart Title Kenstar

Vediocon
5%
10%

Ifb
15%

Lg
30%

Samsung
40%
Interpretation

As the awareness of Samsung is more than other brands because of sales promotion tool that is
advertising, live events, media etc.

Recommendation, Suggestion and Conclusion

We find conclusion from this survey but with conclusion we have added some suggestion regarding
front loading washing machine market of IFB in Surat zone.

1. We found that there is very good market of front loading washing machine of IFB but to keep
this momentum IFB should have to make loyal dealer who can promote this brand.

2. One very serious complains we got to know from some dealer that area in charge only takes care
of some of dealers. This is a cartel problem.

3. LG and some of the brands are not very good in comparison of IFB but because of aggressive
promotion in market they are in good condition in market of south Gujarat. IFB should have to
do some promotional work.

Recommendation

1. Most of the dealer told that Elena SX & VX washing machines are mostly sold in their store.

2. As we find most of the MWO consumers are of average income group. Most price sensitive class
in our society. That’s why IFB should have to come with good promotion offers in market.

3. IFB should promote its brand through brand promotion activities like exhibition or road shows to
increase its awareness.

4. IFB should increase the availability of their products so that the product can easily be available
to the consumer at every corner of the city.
5. Needs capture as much display as it can in the stores for batter sales.

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

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

Findings
 1. IFB washing machines have a strong presence in almost 94% of the dealers have IFB washing
machines in their stores.

2. In terms of presence is in surat IFB is on 3rd position but in microwave oven LG is on 1st
number.

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

4. IFB had a very strong share market in front load washing machines as compare to top load.

5. The major competitors of IFB are Samsung and LG, but whirlpool & Videocon are future threat
for IFB share market.

Bibliography
 Website
www.ifbhomeappliances.com
www.ifbindustries.com
www.ciii.co.in

news papers
times of India
economic times
business standard
Appendix
Washing Machine

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

LG Whirlpool
IFB Samsung
Siamese

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

LG Whirlpool
IFB Samsung
Siamese

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

LG Whirlpool
IFB Samsung
Siamese

Q.4 which company gives best sales promotion?

LG Whirlpool
IFB Samsung
Siamese

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

LG Whirlpool
IFB Samsung
Siamese

Q.6 which brand maximum choose by consumers?

 LG Whirlpool
IFB Samsung
Siamese

Microwave Oven

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

Kenstar IFB
Samsung LG
Videocon

Q.2 which types of models mostly sale?

Solo Grill
Convectional

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

Kenstar IFB
Samsung LG
Videocon

Q.4 which company is gives maximum sales promotion?

Kenstar IFB
Samsung LG
Videocon

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

Kenstar IFB
Samsung LG
 Videocon

Q.6 which brand maximum choose by consumers?

Kenstar IFB
Samsung LG
Videocon