The document provides information about Kirloskar Pneumatics Co. Limited (KPCL). It summarizes that KPCL has been evaluated in terms of internal/external customers, business processes, and product portfolio. KPCL has a wide range of products including air compressors, air conditioners, refrigeration systems, and process gas transmission systems. The document also analyzes KPCL's financial performance over 4 years, competitor analysis against ELGI and Ingersoll, recommendations to reduce expenses, and provides details on KPCL's various product divisions and portfolio.

1. Kirloskar Pneumatics Co. Limited
1. Anuja Mathur 2. Santosh Gaikwad 3. Himanshi Jain 4. Himanshu Vishwakarma
1003 1005 1007 1009

2. SYNOPSIS
• We have evaluated the organization in terms of internal, external customers, business process
and product portfolio.
• We have evaluated the Vision and Mission statement of KPCL, keeping in the mind the
stakeholders. We found that Vision was easy to remember and understandable but Mission was
not understandable.
• We have mapped the interest and expectation of Stakeholders by comparing the financial report
of KPCL for 3 conservative years.
• We found that KPCL have good wide range of product portfolio to serve its customers, They even
deals into CSR activities like Vasundhara.
• Even we found that company don't carry any dispute regarding government payables, its Nil.
• We have analysed and mapped KPCL has product oriented, this organization has implemented
many cost reduction measures.
• We try to highlight KPCL grey areas and analysed the customers dissatisfaction and given
profound reasons responsible.
• We have compare the companies Strength, weakness, opportunity and Threat using SWOT,
TOWS matrix.
• We have analysed and segmented the companies market based on Niche segment.

3. PRODUCT PORTFOLIO
Category : 03 Products : 12 Variety : 6
Air Compressor Division Air Conditioner Refrigeration and Processed Gas Transmission Division
Reciprocating air compressors screw air compressors centrifugal air compressors
1. RHBP compressors
2. Vertical reciprocating
3. Railway brake systems
1. Oil injected
2. Diesel engine driven
3. Diesel screw
Compressor for RS Refrigeration Systems Process gas system Vapour absorption chillers
Pinions & bull gears Marine gear box Helical gear box Wind turbine gear box Turbo transmission
for locomotive

4. GROWTH IN LAST 4 YEARS
Year Increase in sales
2010-2011 8%
2011-2012 35%
2012-2013 -17%
2013-2014 -7%
Year Increase in profit
2010-2011 -8%
2011-2012 40%
2012-2013 -23%
2013-2014 -17%

5. “In an ever changing world one thing
that will remain constant is our
Commitment towards all our
stakeholders”

6. PROMOTION AND ADVERTISING
• Advertising campaign began on CNN in 2007-08 for Africa, Middle East and Europe
markets.
• In 2011 advertisement showing the engineering DNA of the company started on english
news channels.
• The Indian ad shows the group as a one-stop shop for any engineering solution for water
and power generation.
• Vijay Varma, president, Kirloskar Proprietary stated “Proprietary is spending between Rs.
10-12 crore annually on this brand promotion”.

7. Air Compressor Market
KPCL ELGI EINnGgEeRrsSoOllLL other
13%
25%
15%
47%

8. COMPETITOR ANALYSIS
Parameters
Competitors
ELGI Ingersoll KPCL
1. Market Share 25% 17.7% 13%
2. Market Growth (2012-13) 15% -10% -22%
3. Revenue (2013) crore 1144.5 581.35 448.3
4. Price Levels 1.5L to 4L 19K to 11L 2L to 6L
5. After sales service Good Average Good
6. Technology Skills High High Low
7. Dealers 114 + 165
(world wide)
- 200
8. Place Global(40
countries)
Global Global
9. Weakness Capacity
constraints
Sales and
distribution
Slow change
10. Promotions Trade fairs and
exhibition
ACMEE and
INTEC.
By implying
societal values
through CSR,
Green
innovation
Green initiative
and commercial
ads.

9. KPCL INGERSOLL ELGI
AIR COMPRESSORS
 Reciprocating Air Compressors
 Screw Air Compressors
 Centrifugal Air Compressors
AIR COMPRESSORS
 CAGI Data Sheets
 Small Reciprocating Air Compressors
 Rotary Contact-Cooled Air Compressors
 Rotary Oil-Free Air Compressor
 PET Compressed Air Solutions
 Centrifugal Air Compressors
 Compressed Air Treatment
 Compressed Air Controls & Automation
 Compressed Air Services
 Compressed Air White Papers
 Product Recall Information
PISTON COMPRESSORS
 Oil Free Compressors
 Oil Lubricated Compressors
Electric Lubricated Screw Compressors
 EN Series Compressors
 EG Series Compressors
Horizon Series Compressors
 90 – 250 KW Single-Stage Horizon
 EE75 – EE160 Two-Stage Horizon
Electric Oil-Free Screw Compressors
 Two-Stage Water Cooled 90 – 315 Kw
Portable Compressors
 Diesel Powered
 Electric Powered
Railway Compressors
 Electric Locomotive
 Diesel Locomotive
 Electric Multiple Unit
Air Conditioning, Refrigeration & Process Gas Division
(ACR & PG)
 Equipment (Compressors for refrigeration
system), Refrigeration Systems (Industrial
refrigeration packages, Customized turnkey
projects,
 Screw compressor package
 Containarised Ice & water chilling plants &
Marine HVACR)
 Process Gas Systems (CNG compression
packages & Gas compression packages)
 Vapour Absorption Chillers ( HP Steam Driven
VAC’s and Direct Fired VAC’s)
ARO Pumps
 Diaphragm Pumps
 Piston Pumps & Packages
 Filter Regulator Lubricators
 Lubrication Equipment
 Pneumatic Valves & Cylinders
Air Accessories
 offers Total Compressed Air management solutions
for its customers

10. Air Conditioning, Refrigeration & Process Gas Division (ACR & PG)
 Equipment (Compressors for refrigeration system), Refrigeration Systems
(Industrial refrigeration packages, Customized turnkey projects,
 Screw compressor package
 Containarised Ice & water chilling plants & Marine HVACR)
 Process Gas Systems (CNG compression packages & Gas compression
packages)
 Vapour Absorption Chillers ( HP Steam Driven VAC’s and Direct Fired VAC’s)
ARO Pumps
 Diaphragm Pumps
 Piston Pumps & Packages
 Filter Regulator Lubricators
 Lubrication Equipment
 Pneumatic Valves & Cylinders
Transmission Division (TRM)
 Pinions & bull gears
 Marine Gear box
 Helical / Bevel Helical Gear units
 Wind Turbine Gear Boxes
 Turbo Transmission for Locomotive
 Forward / Reverse Turbo Transmission For Locomotive
Air & Electric Tools
 Cordless Tools
 Construction Tools
 Cutting & Hammering Tools
 Drilling
 Fastening
 Impactools
 Ratchets
 Riveting
 Surface Preparation / Finishing Tools
Lifting / Material Handling
Handling Devices
 Handling Devices / End Effectors
 Torque Tubes
Lifting Devices
 Balancers
 Hoists
 Winches
Support Structures
 Arm Systems
 Beam Clamps
 Jib Cranes
 Rail Systems
 Tractors
 Trolleys

11. ELGI
BCG Matrix
RELATIVE MARKET SHARE
(cash generation)
MARKET GROWTH RATE
(cash usage)
LOW 1 HIGH
0% 10% HIGH
KPCL (Air Compressor Division)
Ingersoll

12. CONCEPT NO. 1 (ANSOFF’S MATRIX)
Market Development Diversification
• Air compressors
• Vapour absorption chillier
Market Penetration
• Screw air compressors
Product Development
• Reciprocal air compressors
• Transmission products
• Process gas system
PRODUCT
MARKET
OLD NEW
OLD NEW

13. MICHAEL PORTER FIVE FORCES
KPCL
Ingersoll
Atlas cop
co
• MODERATE - HIGH bargaining power of
supplier.
• Lesser alternatives, due to highly
specialised product offerings.
• Higher switching cost.
• LOW threat of substitutes.
• Specific raw materials are used.
• For eg. renewable sources of energy.
• LOW threat of new entrants.
• Few no. of players in the market.
• MODERATE bargaining power of buyers.
• Buyers seek for along term relationships.
• Customised industrial gearboxes
Bargaining power of buyers
Threat of
substitutes
Threat of
new
entrants
Bargaining power of suppliers

14. CONCEPT NO. 3 THE SPACE MATRIX
FINANCIAL STRENGTH
Conservative Strategy Aggressive Strategy
1.67
ENVIRONMENTAL STRENGTH
COMPETETIVE ADVANTAGE
INDUSTRY STRENGTH
Worst -6 -5 -4 -3 -2 -1 1 2 3 4 5 6 Best
-2.3
Competitive Strategy
Defensive Strategy

15. CALCULATIONS
Competitive Advantage
1.6
Manufacturing Skills -3
-
After sales service -2 2.33
Brand recognition -2
Industry Strength
Employee satisfaction 3
4
Barriers to entry 5
Financial Strength
-2.3
Revenue 1
1
Profit 1
Environmental Strength
Inflation -2
-
Technology -3 3.33
Demand elasticity -5
ANALYSIS
• The industry is considered attractive and the
business is neutral on competitive
advantage
• The business is weak financially but
environmental stability is reasonable.
• To strengthen the balance and to provide
the funds for expansion, it can merge with a
cash rich company who is looking for
opportunities to expand.

16. RECOMANDATIONS :--
1) Salary is a concern that comes under managerial remuneration , starting from House rent
allowance to Other perquisites thereby affecting Gross Remuneration . Volumes are speaking for
itself within just a year .
Managing Director Rs ( 2012-13 )
Salary – (2013 – 2014 ) 4,955,000 4,200,000
Other perquisites 729,577 652,239
TOTAL Rs TOTAL Rs
Gross Remuneration 55,143,613 68,102,595
2) They are spending heavily on Advertisements and Publicity Expenses
2013-14 2012-13
Long Term Loans and Advances 57,537,089 80,332,917
Short Term Loans and Advances 110,438,639 87,689,728
So can there be a possibility to spend less on the 4 p’s of marketing mix i.e Promotion . Thus by
concentrating more on other aspects of marketing mix .

17. • Transmission division revenue – 679 million (stagnation of
growth…and stock of infdian railways)
• Revenue per dealer – 525.9/200 - 2.6 crore / dealer
• Customised industrial gearboxes
• Total expenses – 465 crore -> 525 crore

18. Thank You…!!!