*

A Market Study on Modular Switch

With reference to

Anchor Electricals Pvt Limited,

Hyderabad

Anil Kumar. P
Regd. No. 1225109303

INTRODUCTION:

Anchor Electricals is the leading manufacturing company which has

a company profile of 40 year ago with a crystal clear vision
Anchor has diversified its product base over the years and
today caters to the almost all the household electrical and
electronics needs.
Anchor's technological strength is today on par with the best
in the world.
Anchor manufactures over 3000 products under 20 major
product groups and caters to core sectors of the Indian Economy
viz., Electrical and Electronics Industry.
The wide network of Anchor's employees over 7000 people,
10000 dealers and more than 300000 retail outlets enables the
Company to promptly serve its customers and provide them with
suitable products, systems and services efficiently and at
competitive prices.

* Anchor is the one of the leading company among all the players; they hold

the market share of 60% above of the nations.

* Anchor was taken over by a Japan based electrical giants - Matsushita
Electric Works Ltd. (MEW).
* Basically it is now as Panasonic

* Anchor

produces wide verity of electrical and electronic products in

which in switches we can find the modular and non-modular switches.
* The basic difference is which non-modular consist of screw and wooden
box fitting.
* Where as modular switch's has modular plate of tri, penta etc.,

NEED OF THE STUDY:

This research process is needed for Anchor electrical to analyze

the market share of Anchor Roma sale in Hyderabad and plan
accordingly for the following:
* To launch new products of their company into market and
introduce their existing products into new market segments.
* It is also useful to expand their businesses in the areas where
the customers density is high.
* To understand the customer satisfactory levels of present
products and thereby modify the products.
* It is also useful to know the weakness of the Anchor and
strengths of competitors and thereby to use a strategy to
correct its weakness in the market and gain new opportunities.

OBJECTIVES OF THE STUDY:

* To study the market share of major brands selling modular switchs in

* Market.
* To study the customer need of the modular switchs.
* To analysing the quality, pricing, dealer network & supplies of Anchor
when compared with other players.
* To study the strengths & weakness of Anchor.

SCOPE OF THE STUDY:

* Since the data collected includes all the details of the monthly

turnovers, rating the quality, market pricing, dealer network &

supplies of Anchor Roma. And it helps in estimating the market share
of Anchor Roma.

LIMITATION OF THE STUDY:

* The period of the project was not sufficient to study all the factors in

deep.
* We cannot say that what the consumer have revealed will be right for
each and every situation because their perception is influenced by many
factors.
* Some of the customers showed less interest in providing information and
havent cooperated.
* Due to time constraint the study is limited to Hyderabad only and the
sample size taken for the research is 125 units by selecting the
respondents through random sampling technique.

* Data Analysis & Interpretation

Market share of each brand & its monthly turnover

Components
Anchor
Legrand
ABB
Havells
Maru
North west
Total

Monthly turn over

Percentage

27,021,000
3,543,000
7,83,000
3,390,000
39,23,000
1,53,000
38813000
Table1.11A. market share of different
brands

98.43
12.90
2.85
12.34
14.29
0.55

98.43%
100.00%
80.00%
60.00%
40.00%
20.00%
0.00%

12.90%
2.85%

12.34%

14.29%
0.55%

Charts 1.11B. market shares of different

percentagesbrands

Response of the outlets

Constrains

No. of outlets selling Anchor Roma is

Respo
nse

110

No. of outlets selling Anchor Roma is

14

125

Total no. of sample is

Tables1.12A. Responses of
the outlets

Percent
age

88

12

100

response
No. of outlets selling
Anchor Roma is
110
No. of outlets selling
Anchor Roma is
14

11%

89%

Chart1.12B Response of outlet

The quality maintained by Anchor Roma modular switches

Constrains

Response

Percentage

Best

11

8.8

Good

91

72.8

Average

20

16

Poor

03

2.2

Total

125

100

Table 1.13A Anchor Roma

quality

Quality
2%
16%

9%
a.Best
b. Good
c. Average
d.Poor

73%

Chart 1.13B Anchor Roma quality

The marketing prices of Anchor Roma switches

Constrains

Responses

Percentage

High

33

26.4

At par with major brands

44

35.2

Competitive

48

38.4

Low

00

Total

125

100
Table1.14A. Marketing price of Anchor
Roma

Market priceing

26%
38%

High
at par major brands
competitve
low

35%

Chart1.14B. Marketing price of Anchor

Roma

Rating the existing dealer network of Anchor Switchs

Constrains

Responses

Percentage

Best

06

4.8

Good

58

46.4

Average

46

37

Poor

15

12

Total

125

100
Table 1.15A. Dealer
network

Dealer Network
12%

37%

5%

46%

a. Best
b. Good
c. Average
d. Poor

Chart1.15B. dealer network

Rating the existing service level with respect to supplies of

Anchor Switchs
Constrains

Responses

Percentages

Best

05

Good

45

36

Average

35

28

Poor

40

32

Total

125

100

Table 1.16A
supplies

supplies
4%
32%
36%

28%

tables 1.16supplies

a. Best
b. Good
c. Average
d. Poor

* FINDINGS:
*Anchor Roma is giving a good quality product & also Roma is
competing with other players.
*We also find some duplication problems in product.
*There is a huge demand in the market for Roma; hence the
retailers & wholesalers are not satisfied with the supplies of
product.
*There is a scope of creating artificial demand of a product.
*Dealers suggesting to facilitate the replacement service for
modular switchs also.

SUGGESTIONS:

Majority dealers and retailers suggested that the quality of Roma is

good; there is a scope up gradation of technology.
Anchor very much lacking behind supplies, due to this dealers are
not able to get the product in time
Dealers suggested having similar kind of discount offers for all.
Need to concentrate on promotional activities
Marketing executives should have regular contacts with dealers and
retailers.

CONCLUSION:

From the above marketing study conducted on modular switchs have a

wide scope of growth in market. Even though Anchor is holding 60 percent
share in the global market. Anchor is the one of the leading company.
Their market area is vast so demand of the product is also high. Anchors
strength is there goodwill, even people also believe the brand hence they less
focus on promotional activities.
Due to shortage of product customers and dealers are shifting to other
company product. If the same scenario continues Anchor may loose there
market and the competitor may have better edge than Anchor. Due to this
reason only Havels & Legrand are equally competing with Anchor.
As par the quality, market sales& pricing Anchor Roma is one of the best
product and giving good competition, the maximum sales is of Roma itself.
But when I approached the out lets some dealers & retailers felt the
service of Anchor is not satisfied they even says that after the takeover of
Panasonic the management function is not up to the expectations.

*thanq