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1. A
PROJECT REPORT
ON
ANALYTICAL STUDY OF BAJAJ GAS STOVES TO
IDENTIFY ITS EXACT POSITION IN THE EXISTING
MARKET
AT
BAJAJ ELECTRICALS LTD.
SUBMITTED IN THE PARTIAL FULFILLMENT FOR THE
DEGREE OF MASTER OF BUSINESS ADMINISTRATION,
UNIVERSITY OF PUNE,
PUNE,
MAHARASTRA.
By
SHEETAL BAZAZ
MBA (2005-2007)
VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE 411048

2. CERTIFICATE
This is to certify that this project titled Analytical study of Bajaj Gas Stoves to
identify its exact position in the existing marketBajaj Electricals Ltd., Pune,
is a bonafide work carried out by Sheetal Bazaz of MBA marketing of
Vishwakarma Institute of Management in the partial fulfillment for the degree
of Master of Business Administration, University of Pune.
He has worked under our guidance and direction. His work is found to be good
and complete in all respect.
Dr. Sharad L. Joshi Prof.Rajesh Vhatkar
(Director) (Project Guide)
Date: Date:
Place: VIM, Pune Place: VIM, Pune

3. ACKNOWLEDGEMENT
I have a great pleasure to present the project report on Analytical study of
Bajaj Gas Stoves to identify its exact position in the existing market for
Bajaj Electricals Ltd , Pune region in partial fulfillment of MBA programme
of the university of Pune at VISHWAKARMA INSTITUTE OF
MANAGEMENT, PUNE.
I would like to thank my project guide at Bajaj Electricals Mr. Manish Mishra,
Senior Sales officer; B.U APPLIANCES. His guidance was extremely useful
throughout my project work. I would also like to thank the dealers of various
gas stoves who shared Information and expertise with me. I am greatly indebted
to all the personnel in the sales and marketing department in Bajaj electricals for
their co-operation and timely help for the completion of my project.
My project guide at VISHWAKARMA INSTITUTE OF MANAGEMENT
PUNE. Prof Rajesh Vhatkar was very helpful during this project.
This project may never have been possible without the tutelage of our Director
Dr. Sharad Joshi. His motivational support kept me spirited throughout this
project.
Sheetal Bazaz

4. TABLE OF CONTENTS
TOPIC
PAGE
NO.
EXECUTIVE SUMMARY
COMPANY PROFILE
PRODUCT PROFILE
NEED AND OBJECTIVE OF THE PROJECT
RESEARCH METHODOLOGY
DATA ANALYSIS
FINDING
SUGGESTIONS
BIBLIOGRAPHY
ANNEXURES

5. EXECUTIVE SUMMARY
Bajaj Electrical Limited (BEL) market gas stoves as a part of their product
portfolio. The company felt the need to reposition the product in view of
competitive Pressure. Emergence of several gas stoves from various local
companies created a potential threat to the marketing segmentation of Bajaj s
gas stoves. Hence Bajaj Electrical aspires to find out the pricing and marketing
strategies adopted by its prevalent competitors in the existing market.
The rationales behind the project are
To find the pricing structure of competitors.
To carry out the competitive analysis for BEL.
To analyze the dealers perception of Bajaj and its competitors product
To suggest necessary changes to be made in Bajaj gas stoves marketing.
PROJECT TITLE
The name of the project is Analytical study of Bajaj gas stoves to
identify its exact position in the existing
WHY HAVE I CHOSEN HIS PROJECT AND THIS ORGANIZATION :
As a MBA student we have to under go a project of at least 45s days at the end
of 1st
year. Area of my interest is marketing (sales) and I took this opportunity
to grab the practical knowledge in the same field Other reason why I chose this
project is because apart from gas stove segment all the other segments of Bajaj
is doing fairly well in the market, this gave me the opportunity to find the
reason behind it and advice BEL regarding it
I have chosen this organization because BAJAJ ELECTRICALS LIMITED has
given me the type of project which could give me practical knowledge in field
of marketing (sales)

6. Other reason is that brand name of BAJAJ ELECTRICALS LIMITED is
unmatchable in field of home appliances They are the most prestigious name
and market leader in most of its products in the product portfolio, and enjoy
good market share in marketing their products.
DURATION OF THE PROJECT
1ST
JUNE 06 TO 26TH
JULY06

7. COMPANY PROFILE
Bajaj Electricals Limited (BEL) is a part of the US $ 3 billion "Bajaj
Group" who is in the business of steel, sugar, two wheelers & three
wheelers besides an impressive range of consumer electrical products.
We are a 68 year old company with a turnover of over Rs.650 crores
aiming to be a Rs. 1001 crores company in the next couple of years.
Bajaj Electricals has 19 branch offices, a chain of 600 distributors, 3000
authorized dealers, over 1, 20,000 retail outlets and over 200 service
franchises spread across the country. BEL today has five major strategic
business units comprising of home appliances, fans, lighting, luminaries
and engineering & projects. We are also in the business of
manufacturing, erection and commissioning of Transmission Line
Towers, Telecom Towers, Mobile Telecom Towers and Wind Energy
Towers. Export of all BEL's products except of its engineering and
projects business unit is taken care of by group company Bajaj
International Pvt. Ltd.
Bajaj Appliances
Fire...radiating its heat from our Room Heaters, Irons, Ovens, Toasters
and Microwave Ovens. Water...flows through our products such as water
Heaters and Water Filters. Earth...signifying our food related products
such as Mixers, Food Processors and Juicers. When it comes to small
appliances, no other company in India offers as wide and modern a
range as Bajaj Electricals does.
We offer all varieties of Microwave Ovens, Desert Coolers, Personal
Coolers, Water Heaters, Room heaters, Oven-Toaster-Grillers, sandwich
Toasters, Toasters, Juicers & Mixer Grinders, Food Processors, Steam

8. & Dry Irons and Water Filters. All of these have found a favorable place
in Indian kitchens and homes for a decade.
Choose one from our vast range...The ' Bajaj ' group of India owes
immense gratitude to their founding fathers whose vision and dedication
over the years has greatly helped to build a business house that can set
standards in Indian Industry.
Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted
fifth son of Mahatma Gandhi and the 'merchant prince' who held the
wealth he created in trust forth people of his country. Trust - a simple
word that contains a whole philosophy handed down by Jamnalal Bajaj
to his successors. He valued honesty over profit, actions over words and
common good over individual gain.
Kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his
illustrious father and consolidated the bajaj foundation. With
characteristic foresight and pragmatic vision, he launched a steady
diversification programme, which gave the current name "Bajaj"both its
shape and size. His unique management style created a work culture
that matched well with the national spirit he had inherited.
Ramakrishna Bajaj took over the reins of the "Bajaj group" in 1972 after
Kamalnayan Bajaj and steered the Group from strength to strength for
over 22 years. He had also actively participated in the freedom struggle
of the country. In post independent India, he had led the youth
movement. All along, he actively strengthened the foundations of
business through ethics and practices both within the group and
amongst the business community as well.

9. Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd.,
started his career with Bajaj Sevashram after which he worked at Bajaj
International, the group's export company. Mr. Shekhar Bajaj joined
Bajaj Electricals in 1980, became the Managing Director in 1987 and
took over as the Chairman and Managing Director in 1994. Mr. Bajaj is
the Chairman of Bajaj Group companies Bajaj International and Hercules
Hoist Pvt. Ltd. and on the Board of Directors of Bajaj Auto and IDBI
Bank. He was the President of ASSOCHAM, former President of Indian
Merchant Chambers (IMC) and Council for Fair Business Practices
(CFBP)

10. PRODUCT PROFILE
AX 4
MRP: Rs. 4375
o Gas Stove with 4 brass burners with stainless steel body
o Special high efficiency brass burners in the gas stoves
o Aesthetically designed gas stove
AX 1
MRP: Rs. 1675
o 2 brass burners with stainless steel body
o Special high efficiency burners with 5 years guarantee
o Extra wide top for accommodating large vessels
o Available for LPG and PNG

11. AX 2
MRP: Rs. 1925
o 2 brass burners with stainless steel body
o Special high efficiency burners with 5 years guarantee
o Extra wide top for accommodating large vessels on gas stoves
o Spill tray and tall legs to facilitate easy cleaning of gas stoves
o Model with Auto ignition also available
o Available for LPG and PNG
AX 3
MRP: Rs. 1995
o 3 brass burners with stainless steel body
o Special high efficiency burners with 5 years guarantee
o Extra wide top for accommodating large vessels
o Spill tray and tall legs to facilitate easy cleaning
o Model with Auto ignition also available
o Available for LPG and PNG

12. IX 2
MRP: Rs. 2825
o Auto ignition 2 brass burners with Stainless Steel body
o Special high efficiency burners with 5 years guarantee
o Extra wide to accommodating large vessels
o Spill tray and large legs to facilitate easy cleaning
o Available for LPG and PNG
IX 3
MRP: RS 3570
o Auto ignition 3 brass burners with stainless steel body
o Special high efficiency burners with 5 years guarantee
o Extra wide top for accommodating large vessels
o Spill tray and tall legs to facilitate easy cleaning
o Available for LPG and PNG

13. Popular
2 brass burners with Stainless Steel body
o Special high efficiency burners with 5 year guarantee
o Extra wide top accommodating large
o vessels on gas stoves
o Available for LPG and PNG

14. NEED OF THE PROJECT
1. Bajaj Electricals Ltd. is a premier name in manufacturing home appliances
products such as OTG, mixers, iron, geysers, water heaters, and microwave
ovens. They are the most prestigious name and market leader in most of its
products in the product portfolio, and enjoy good market share in marketing
those products.
2. Later in the year 2000-01,Bajaj launched gas stoves as a new product in their
product portfolio, At the time of launching there were several market leaders in
gas stoves segments like Sunflame as no.1 and Surya(Bombay)in branded and
many local manufacturers were fighting to nab the no.1 position in unbranded
segment of gas stoves.
3. Gradually the market was also flushed with several names in unbranded
segments primarily Surya, from Bangalore and Delhi, which covered significant
market share. Eventually, cheaper in rates as in comparison to branded gas
stoves and having almost similar looks and aesthetics as of branded stoves; it
emerged as the biggest threat for all participants of gas stoves in the market.
4. BEL realizes that its gas stoves segment was not doing all that well as in
comparison to other products in its product portfolio, henceforth it needs to
utilize its brand equity, and company required an exhaustive analysis of its
product as well as its competitors s strategy to prevail in the market of gas
stoves.
5. BEL is interested in increasing the customer loyalty towards the gas stoves as
it is for other products of bajaj by increasing the satisfaction level of its
Existing customers/dealers

15. Source: Services Marketing by Valarie A Zeithamal, Mary Jo
Bitner, Tata McGraw Hill Publications

16. OBJECTIVES OF THE PROJECT
Retaining Existing Customers/Dealers.
Find out the perception of existing customers and dealers towards Bajaj and
give out different suggestions so as to change the mindset of the
dealer/customer in the positive sense and retain them.
Attracting new customers
BEL is planning various schemes for its dealers as well as customers to attract
newer ones, by attaching the gas stoves as gift item with its successful products
in the existing market.
Tapping corporate clients
Some corporate firms like petroleum companies have collaborations with gas
stove manufacturers, e.g. Surya (Bangalore) with HPCL and Prestige with
BPCL.
To study the competitors market share and find out the close competitor in
specified areas.
As BEL is facing stiffer competition in branded and unbranded segments of gas
stove.

17. RESEARCH METHODOLOGY
Approach Summary
Step 1 Initiation of the project
Step 2 Study Design
Step 3 Survey
Step 4 Data Analysis
Step 5 Recommendations
STEP 1
O Understanding the organization.
O Understanding the scope of the project.
O Formulation of plans to address the study objectives.
O Studying product related details offered by Bajaj & other competitors on
Secondary data from BEL
STEP 2
O Designing of the sample from existing data base
o Collective preparation for interview & questionnaire.
o Preparing the data analysis plan including data base structure.
STEP 3
O Collection of data by conducting the interviews (primary data)
O Collection of secondary data from BEL
STEP 4
O Area wise analysis & competitors mapping.
O Analysis based on product/aesthetics type.
O Analysis based on pricing.

18. STEP 5
O Suggesting guidelines for improvement.
O Presentation of findings.
The entire project was carried out for more than 2 months
62 days
INFORMATION NEEDED
o To understand the product & service offering by BEL.
o To assess the customer/dealer perception about the quality of Bajaj s product
and competitors.
o To receive the suggestions from the customers/dealers for value addition.
o To make use of the valuable information given by dealers for offering them
various attractive schemes.
o To trace the overall customers/dealers as well as competitor profile.
o Reasons for low sale of Bajaj gas stove
METHODOLOGY
Initiation of the project Study Design
Survey Data analysis
Recommendations.
The sample size : 130 outlets
Sampling method used: Area wise sampling
In the first phase of my project, I interviewed dealers of Bajaj only.
In the second phase I interviewed the dealers of Bajaj as well as its
competitors and I visited all the outlets which deals in gas stoves, spread in
various parts of Pune.
The tool used for tests was correlation testing between complaints
and the corresponding suggestions given by dealers.
Initially, I studied the various products marketed by BEL. I observed that other
products than gas stoves were doing considerably well in the market

19. After studying the BEL product portfolio and offerings to the dealers, I started
desk work in this process I prepared questionnaire. I studied the whole
questionnaire and decided upon the weight age to be given to each question
while interviewing dealers under different conditions.
STATISTICAL TOOLS USED FOR DATA ANALYSIS:
For analyzing the data I used
Correlation analysis: This was used to correlate the complaints given by the
dealers with the corresponding recommendations and suggestions.
Correlation testing between the dealers complaints and suggestions help to
decide whether I can infer any solution from dealer s suggestions to tackle their
complaints.
Area wise analysis of the share of Bajaj and its competitors give area wise share
of each competitor and Bajaj s major competitor in respective areas.
PROJECT SCHEDULE
(
T
O
T
A
L
N
(
(NUMBER OF DAYS:-62 DAYS)
TASK
10 DAYS
1/6-10/6
2006
36 DAYS
11/6-17/7
2006
7 DAYS
18/7-25/7
2006
7 DAYS
26/7-2/8
2006
INITIATION OF PROJECT
STUDY DESIGN
FIELD WORK
DATA ANALYSIS
RECOMMENDATIONS

20. GEOGRAPHICAL COVERAGE
The areas covered for study were divided in nine parts:-
A. Pune Satara Road, Dhankawdi
B. Karve Road, Warje, Kothrud, Aundh, Aundhgaon
C. Tilak Road
D. Model Colony
E. Shivajinagar, Kirkee, Yerwada
F. Fatima Nagar, Kondhwa, Bibwewadi
G. Hadapsar
H. Peth Areas, Appa Balwant Chowk, Laxmi Road
I. Pimpri, Chinchwad
SALES SEGREGATION AREA WISE FOR 1 MONTH
Area Bajaj Sunflame Surya(D+B) Others
Total
Sales
A 04 09 12 05 30
B 12 65 125 125 327
C 12 32 60 55 159
D 04 05 07 10 26
E 150 575 1200 950 2875
F 08 17 30 22 77
G 60 132 200 450 842
H 65 125 250 400 840
I 22 300 350 250 922
TOTAL 337 1260 2234 2267 6098
Other gas stoves sold in the market are:
Chinese, Marlex, Sunblaze, Prestige, Nirlep, Butterfly, Pigeon,
Surry original(Bombay),Lame Baja rainbow, Usher ,Jyoti,Peacock,Anjali,
Sun time, Crown, Servo flame, Vinflame, Kranti, Glene Fabre etc.

21. SAMPLING TYPE
Area Wise Sampling
The sampling was done area wise divided in nine parts over Pune.During first
phase of the project I visited and interviewed the dealers who deal in
specifically Bajaj or any other particular brand only.
Later on during the second phase of the project I interviewed those dealers who
were dealing in all brands of gas stoves
Tools used for data presentation
---- Pie charts
----Bar charts

22. DATA ANALYSIS
RANKING OF GAS STOVES AS NO.1 IN TERM OF SALES (DEALERS
PERCEPTION)
Brands No. of respondents.
Surya (Delhi +Bangalore) 60
Surya (Bombay) 12
Sunflame 20
Bajaj 18
Others 24
RANKING OF GAS STOVE (DEALERS PERCEPTION)
60
12
20
18
24
0 20 40 60 80
SURYA(DELHI+BANGALORE)
SURYA(M UM BAI)
SUNFLAM E
BAJAJ
OTHERS
GRAPH 1
THE ABOVE GRAPH SHOWS RANKING OF GAS STOVES
ACCORDING TO THE DEALERS.
(BAJAJ LIES ON NUMBER 4TH
)

23. DEALERS PERCEPTION ABOUT MARGIN AND PRICING OF BAJAJ
GAS STOVES
Delighted 10
Fully satisfied 25
Its o.k. 50
Not satisfied 25
Strongly dissatisfied 20
DEALERS PERCEPTION ABOUT MARGIN AND
PRICING
0 10 20 30 40 50 60
DELIGHTED FULLY SATISFIED
ITS O.K. NOT SATISFIED
STRONGLY DISSATISFIED
GRAPH 2
PERCENTWISE DEALER PERCEPTION
8%
19%
39%
19% 15%
Delighted Fully satisfied Its o.k.
Not satisfied Strongly dissatisfied
GRAPH 3
THIS GRAPH SHOWS PERCENT WISE PERCEPTION OF DEALERS
ABOUT MARGIN AND PRICING
(39% of the dealers says pricing of Bajaj gas stove is o.k.)

24. DEALERS OPINION ABOUT COMPETITOR IS BETTER THAN
BAJAJ BY
Pricing 45
Quality 20
Aesthetics 15
Service 20
Others 30
DEALERS OPINION ABOUT COMPETITOR IS BETTER
THAN BAJAJ
Pricing
Quality
Aesthetics
Services
Others
0
10
20
30
40
50
1Pricing Quality Aesthetics Services Others
GRAPH 4
THIS GRAPH SAYS THE REASON WHY COMPETITORS ARE
BETTER THAN BAJAJ
(According to dealers pricing of Bajaj is on the higher side as compared to the
competitor having same quality and features)
Others include credit terms, availability of the product in the market and
company s caring about dealers.

25. BAJAJ S DIFFERENT MODELS SALE BY DEALERS
Popular (2 burner), AX2 80%
AX3 (3 burner) 10%
AX4 (4 Burner) 10%
PERCENTWISE BAJAJ'S DIFFERENT MODELS
SOLD B DEALESRS
84%
10%
6%
POPULAR(2 BURNER) ,AX2 AX3(3BURNER) AX4(4BURNER)
GRAPH 5
GRAPH SHOWS DIFFERENT MODELS SALE BY DEALERS
(Around 84%of the 2 burner gas stoves {Popular} are sold by the dealers)

26. SERVICE/QUALITY/FEATURES/MARGIN PROVIDED BY
COMPETITORS PRODUCT (DEALERSN PERCEPTION)
Excellent 60
Very good 25
Good 15
Satisfactory 20
Bad 10
0 10 20 30 40 50 60
1
EXCELLENT VERY GOOD GOOD SATISFACTORY BAD
GRAPH-6
Graph Shows Competitors Have Excellent Service /Quality
/Features/Margin

27. THE TOUGHEST COMPETITOR TO BAJAJ (DEALERS OPINION)
Sunflame 35
Surya (Delhi Bang.) 50
Chinese 20
Other branded stoves (Nirlep, Fabreprestige, etc) 15
Others (local) 10
BAJAJ,S TOUGHEST COMPETITORS
sunflame surya(delhi,bangalore)
chinese other branded stoves)
other (local stoves)
GRAPH-7
GRAPH SHOWS SURYA (D+B) AND SUNFLAME ARE THE
TOUGHEST COMPETITOR FOR BAJAJ

28. DEALERS OPINION TO INCREASE BAJAJ SALES
Advertisement 60
More margin to dealers 15
Schemes/offers/gifts 35
Credit facility 20
DEALERS OPINION TO INCREASE BAJAJ
SALES
0
20
40
60
80
1
Advertisement More margin to dealers
Schemes/offers/gifts Credit facility
GRAPH-8
GRAPH SHOWS DEALERS OPINION HOW TO INCREASE BAJAJ
SALES
(According to the dealers Bajaj should go for advertisement and
promotions)
DEALERS OPINION TO INCREASE BAJAJ SALES
(IN PERCENTAGE)
60
15
35
20
Advertisement
More margin to
dealers
Schemes/offers/gifts
Credit facility
GRAPH-9

29. DEALERS PERCEPTION ABOUT BAJAJ S POOR SALES
Unawareness among customer and dealers 50
Price, Too high 35
Competitor s brand better 10
Competitors brand is cheaper with similar offerings 25
Others 10
0
20
40
60
DEALERS PERCEPTION ABOUT BAJAJ S POOR
SALES
Series1 50 35 10 25 10
Unawar Price Compe Compe Others
GRAPH-10
GRAPH SHOWS DEALERS PERCEPTION ABOUT POOR SALE OF
BAJAJ GAS STOVES
(According to the graph main reason of poor sale is unawareness among
customer of Bajaj gas stoves)

30. DEALERS SUGGESTION TO IMPROVE THE SALES OF BAJAJ S
GAS STOVES
Advertisement (Print&Electronic) 40
Attractive Schemes (customers) 25
Attractive Schemes (Dealers) 10
Good Dealers profit Margin 20
More varieties of gas stoves 15
Improved packaging 10
Credit facility 10
30%
19%
8%
15%
12%
8%
8%
Advertisement(Print&Electronic ) Attractive Schemes(customers)
Attractive Schemes(Dealers) Good Dealers profit Margin
More varieties of gas stoves Improved packaging
Credit facility
GRAPH-11
GRAPH SHOWS DEALERS SUGGESTION TO INCREASE SALE
(According to the graph dealers suggest advertisement and attractive schemes
can increase the sale)

31. ANALYSIS OF DEALERS MARGIN IN VARIOUS GAS STOVES
ANALYSIS OF DEALERS MARGIN IN VARIOUS GAS STOVES
350
250
550
500
400
450
550
500500
400
800 800
0
200
400
600
800
1000
BAJAJ SUNFLAM E SURYA(D+B) OTHERS
2 BURNER 3 BURNER 4 BURNER Series2 Series3
GRAPH-11
GRAPH SHOWS ANALYSIS OF DEALERS MARGIN IN VARIOUS
GAS STOVES
(According to the dealers they earn maximum profit In surya (d+b)
And in others)

32. CORRELATION ANALYSIS
Complaints given by dealers
Complaints Respondents Rank
High cost 10 7
Bad service 17 4
Poor margin 13 6
Unawareness 30 1
Poor distribution 25 2
Non-credit facility 20 3
Poor management 15 5
Complaints Respondents Rank
High cost 10 7
Bad service 17 4
Poor margin 13 6
Unawareness 30 1
Poor distribution 25 2
Non-credit facility 20 3
Poor management 15 5
Total 130

33. Suggestions given by dealers
Control the cost 10 7
Improve service 25 2
Increase margin 15 5
Increase awareness 29 1
Improve distribution 21 3
Give credit facility- 19 4
Imp. Personal relations 11 6
Let X = complaint rank.
And Y = corresponding suggestion (solution) rank.
Corresponding
Suggestions
Respondents Rank
Control the cost 10 7
Improve service 25 2
Increase margin 15 5
Increase
awareness
29 1
Improve
distribution
21 3
Give credit facility 19 4
Improve dealer mgt.
channels
11 6
Total 130

34. rs = 1 - 6 d2
/n (n2
- 1)
= 1 - (6 X 8) / 7 (49 - 1)
= 1 - 48 / 336
= 0.8571
Since, 0 < rs < 1
Therefore, there is positive correlation between no. of complaints and their
corresponding suggestions given by the dealers.
Complaint Rank(X) Sol. rank(Y) X-Y = d d2
A(Unawareness) 1 1 0 0
B Poor
distribution
2
3 -1 1
C Non-credit
facility
3
4 -1 1
D Bad service 4 2 2 4
E Poor
management
5
6 -1 1
F Poor margin 6 5 1 1
G High cost 7 7 0 0
d2
= 8

35. MAJOR FINDINGS
Market is full with gas stoves. Almost 40-50 different unbranded names have
been observed in the market. Primarily the competition is between branded and
unbranded gas stoves. Branded segment is ruled by Sunflame and unbranded by
Surya (Delhi and Bangalore made) they has captured a huge market share.So far
the name and position of Bajaj gas stoves are concerned it is observed that it has
no significant in the gas stoves segment and company was not using its
brandequity properly. The Bajaj gas stoves are struggling for their existence.
There is very little awareness of Bajaj gas stove in market (i.e even to some of
the dealers are not aware of Bajaj gas stoves)
Advertisement plays a major role in increasing sales Sunflame whereas Bajaj is
not concentrating on advertisement or promotion of gas stoves
The service after sales of Bajaj is not satisfactory due to lack of service station.
In terms of quality it is believed by various dealers and retailers that Bajaj and
Sunflame both are good names, but Sunflame is older company in contrast to
Bajaj hence the customers are more loyal towards Sunflame than to Bajaj.
Market is heavily dominated by Surya group of gas stoves, one that is Delhi
made and another from Bangalore; it was observed that Surya group is the
hottest choice for most of the retailers.
THE REASONS ARE AS FOLLOWS:
Credit facility provided by the company. Pay after sale such type of policy by
competitor is very potential for any company which is penetrating in the market
Very high profit margin is given by Surya group to dealers, so dealers can enjoy
huge bargaining with the customers and enjoy pity good profit
Some of the local as well as Branded gas stove companies gives exchange offer
on old gas stoves (ex. . .Surya gives Rs1000/- off on old exchange of old gas)

36. One of the major threat for Bajaj gas lies in exhibitions where gas stove
companies like Surya, Jyoti Sunflame gives off till 25%-30% on MRP plus
free home delivery if one books in exhibitions
Bajaj gas stoves there are two types of competitor in the existing market one
in terms of quality and brand equity and another in terms of pricing.
Competitor in terms of quality/brand equity: Sunflame
Competitor in terms of pricing: Surya (Delhi and Bangalore)
Another important aspect for effective selling of gas stoves that was observed
in the market was to make a tie up with certain LPG Company as companies
like Prestige gas stoves has a tie up with Bharat petroleum BPCL and hence
selling huge quantity of gas stoves.
Another important aspect of Bajaj s gas stoves poor selling from the dealers
and competitors point of view was that Bajaj s people or personnel or
representative had no personnel relation with dealers as they never
visited/visit to any outlet, hence why should dealers sell their product, no
doubt this is a serious allegation as for when you are marketing a product is
concerned.
Apart from these if the performance of gas stoves are concerned the dealer s
point of views are: Almost all gas stoves perform equally well and hence one
can t claim something exclusively in terms of aesthetics, service, quality or
design, even brand name.
Secondly Bajaj s goodwill for other products is excellent but it is the view of
the dealers that company is nowhere interested in the business of gas stoves.
Lack of supply of Bajaj, s gas stoves anytime in the market and creates a lot of
problems to dealers and retailers as against the service and guarantee terms.
The company had limited product range. Various dealers desire the versatility
of products. Even smaller companies like Prestige, Surya are having large
number of models in gas stoves, it s a fact that Bajaj hardly supplies five to six
models in the market.

37. SUGGESTIONS
In order to excel and fight in the rigorous competition in the market it is suggested
that company should consider certain points and think, plan certain alternatives
for the effective sales of gas stoves in the market.
o Advertisement and sales promotions via different modes.
i.e. electronic as well as print media. print media means pamphlet,
newspaper adds,hoadings etc.
o Product range should be enlarged enough and versatile with
respect to design, aesthetics and features to meet the demand of the
customer.
o Tie up with certain LPG gas ltd. Like HPCL/BPCL
o Personal relationship with the dealers should be improved
example. regular visit to dealers, to understand to various problems
of dealers and try to solve as quickly as possible)
o Proper use of Bajaj s brand equity, as related to other products like
gas geysers, mixers and irons, water heaters, etc.
o Improvising distribution network by analyzing the performance of
present distributors.
o Price should be slashed down to reasonable and competitive.
Provisions for more margins to dealers
o Regular visits to find out and analyze the performance of Bajaj gas
stoves sales.
o Bajaj Electrical should actively take part in exhibitions, with
attractive schemes and promotional tools.
If the company considers above-mentioned elements it might be in a short span of
time Bajaj can emerge as an important name in the field of gas stoves segment.

38. ACHIEVEMENTS:
For any summer trainee the achievement of the project means that the
suggestions and recommendations are implemented by the organization. The
recommendations suggested by me will be put into practice very shortly by BEL
after working on it

39. LMITATIONS OF THE SURVEY
Most of the dealers in gas stoves market were uneducated and hence it created
hurdles at certain points to infer conclusions based on their statements, as some
times those statement were found to be contradictory.
Since study area was confined to Pune only I couldn t predict the performance
of Bajaj gas stoves in broader perspective
Certain information related to pricing provided by various competitors was not
revealed by dealers hence it was very tough to infer conclusion in this regard.
The responses from some of the dealers were not open hearted as I was not able
to produce I card of Bajaj electrical
Some of the dealers were not fluent with Hindi or English so understanding
regional language was little difficult for me.
Due to bad weather condition I was restricted to a limited number of dealers
only which reduced my sample size

40. BIBLIOGRAPHY
BOOKS
AUTHOR NAME OF THE BOOK
Philip Kotler Marketing Management
C.R.Kothari Research Methodology
Rajan Saxena Marketing Marketing
Dr. Shajahan Research in Management
WEBSITE
www .bajajelectricals.com

41. PARTIAL LIST OF DEALERS VISITED
AREA COVERED SHOP
Pune Satara Road Laxmi Steel&Variety
Dhankawadi Chandan steel &Furniture
Dhankawad Raj gas repairs
Karve Road Jain traders
Karve Road Jain Metals
Karve Road Raj Laxmi Metals
Karve Road Chandra kant steel centre
Nal Stop Surya Gas
Kothrud Dhanlaxmi Steel
Warje Prem Electricals
Warje Dhone Gas Agency
Warje Naka Shri Bagtesh Metals
Model Coloney Deepak Electricals
Shivaji Nagar Aadinath Sales
Shivaji Nagar Vallabh Marketing
Shivaji Nagar Arihant Sales Corp.
Shivaji Nagar Prasad Electricals
Tialk road Elektra
Tialk road Surya Gas
MG Road Kirkee MohanRaj Amar Metal house
MG Road Kirkee S.Motilal Sons
MG Road Kirkee Shantilal Sukhraj &Sons
MG Road Kirkee Anjali Gift House
MG Road Kirkee Roopali Novelties
New Bazaz Kirkee Shanti Electricals

42. Fatima Nagar Citizen Kitchen Ware
Fatima Nagar Classic Sales And Services
Kondawa Khurd Jyoti gas Services
Kondawa Khurd Ramdeo Steel Centre
Kondawa Khurd Krishana Sales And Services
Kondawa Khurd Golden Sales And Services
Wanorie Mehul Traders
Wanorie Alif General stores
Hadapsar Rajshree Elec.&Hardware
Hadapsar February Traders
Hadapsar S.K.Enterprises
Hadapsar B.K.metals
Hadapsar Dinesh Gas Centre
Hadapsar Jai Bhole Fancy Stores
Yerwada Abhinandan
Aundh Pannalal Hiralal Banthia
Aundh Pankaj Varieties
Aundh Uttam Steelsa
Appa Balwant Laxmi Stainless steels
Appa Balwant Sandeep StainlessSteel
Appa Balwant Sri Laxmi Steels
Appa Balwant Mahalaxmi Steels
Budhwar Peth Bhagaya Laxmi Steels
Budhwar Peth New Modi Stores
Budhwar Peth Saif Stores

43. ANNEXURE
QUESTIONNAIRE
NAME OF THE DEALER
ADRESS AND CONTACT NO.
1) DO YOU SALE GAS STOVES.:- YES NO
2) WHICH GAS STOVE DO YOU SALE:- BRANDED UNBRANDED
3) WHICH GAS STOVE DO YOU SALE IN BRANDED
SURYA SUNFLAME FABRE GLENE
PRESTIGE BAJAJ
4) WHICH GAS STOVE DO YOU SALE IN UNBRANDED
(PLEASESPECIFY)
5) HOW MANY STOVES YOU SALE IN A MONTH (BRANDED)
LESS THAN 5 MORE THAN 5 LESS THAN 10
MORE THAN 10 LESS THAN 15 MORE THAN 15
6) HOW MANY PIECES OF BRANDED STOVE IN BRANDED
I) I BURNER 2) BURNER
3) BURNER 4)BURNER
DO YOU SELL IN A MONTH
7) HOW MANY STOVES YOU SALE IN A MONTH (UNBRANDED)

44. LESS THAN 5 MORE THAN 5 LESS THAN 10
MORE THAN 10 LESS THAN 15 MORE THAN 15
8) HOW MANY PIECES OF BRANDED STOVE IN UNBRANDED
I) I BURNER 2) BURNER
3)BURNER 4)BURNER
DO YOU SELL IN A MONTH
9) WHAT PROFIT MARGIN IN BRANDED STOVE YOU GETS FOR
SURYA SUNFLAME FABRE GLENE
PRESTIGE BAJAJ
10) WHAT PROFIT MARGIN IN BRANDED STOVE YOU GETS FOR
LOCAL BRANDS.
11) IN BAJAJ GAS STOVE WHICH IS THE LARGEST SELLING STOVE
1) BURNER 2)BURNER
3) BURNER 4)BURNER
12) ANY SUGGESTIONS FOR BAJAJ GAS STOVES

45. EXECUTIVE SUMMARY

46. COMPANY PROFILE

47. PRODUCT PROFILE

48. NEED AND OBJECTIVE OF PROJECT

49. RESEARCH METHODOLOGY

50. LIMITATIONS

51. FINDINGS

52. SUGGESTIONS

53. BIBLIOGRAPHY

54. ANNEXURE

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