SUMMER TRAINING PROJECT-2010

MARKET SURVEY FOR ASHOK LEYLAND’S GENSETS.

PROJECT GUIDE: MR. ARVIND KUMAR (SR. MANAGER)

SUBMITTED BY : KHUSHBOO VERMA SAGAR JOSHI SIDDHARTH SINHAL

LEY POWER

Presentation Contents

Research objectiveTarget audienceMarketsResearch methodologyRespondents dataResearch data and analysisFinal Analysis

Research ObjectiveExpected outcome of the research

To understand the usability pattern of the defined set of TG (target group) for generator sets

To identify the brand recall of the TGTo identify the brand awareness among the

TGTo identify media preferences of various TG

for generator sets

Target Audience / RespondentsEducational Institutes Retail shopsAuditoriums Hospitals Hotels & Restaurants Shopping Complex Auto Showroom Petrol pumps Gyms Offices Builders Companies Societies

Market coveredPune

Research MethodologyPrimary Data collection

Extensive interview with the target audience through questionnaire

Creative presentation and feedback mechanism from target audience

AnalysisCapture the voice of the customer

Recommendations

Respondents dataRestaurants - 43Retail Shops- 35Auditoriums -1Hospitals – 17Educational Institutes -

16Petrol Pumps - 5Automobile Showroom -

4

Gyms and clubs - 4Small Offices - 8Builders - 1Shopping Complex – 3Companies – 1Societies - 3

Total of 141 respondents were covered

QuestionnaireQuestionnaire developed

Combination of open ended and closed ended questions

Segregation

Invertors usrs

Generator users

Analysis & Recommendations

Usage type and pattern

Analysis :-95% of the people interviewed feel that power is very important in their kind of business

How important is power in your type of business?

Analysis :-1)69% people say that the power cuts are sometimes2) Restaurants, stores, retail & automobile showrooms, small offices, hotels, lodges, petrol pumps and gyms & clubs top the power cut

Do you have Powercuts?

Analysis :-1) 55% of the people using Generators are Kirloskar customers while 20% are

using Cummins

Which brand of generator do you use?

Analysis :-1) 45% Generator users said that they use their Generators for 1-4 hrs daily,

on an average2) Respondents in restaurants, retail showrooms, banks, clinics, petrol

bunks, gyms & clubs and stores unanimously said that the usage is more on Thursdays when the power cut is longer, sometimes for about 6-8 hrs

What is average daily use of your DG?

Analysis :-1)92.2% of the Generator users are happy with their Generators due to their good performance & service2) The people who are not happy with their Generator sets have complained about bad after sales service and noise. Some are even unhappy due to the smell of diesel

Are you Happy with your current generator?

Analysis:-1) 41% of the people interviewed called out Kirloskar first, when asked about

Generator brands2) Cummins was, however, at the tip of the tongue for 27% of the people,

especially the builders, petrol pump, retail & automobile showrooms and departmental store owners

Can you name the brands as they come to your mind?

Analysis:-1) 32% people prefer yellow pages as a means to get information about a

product like Generator2) However, about 33% people feel that they would rely more on their

friends, who are dealers, or who are using Generators, for the same and another 21% felt more related to the outdoor media as a source of information

If you want to buy a generator set where would you look for the information?

Analysis :-1) 41% of the people feel that service support is the most important quality

they look for, when they purchase a Generator2) 34% people have voted for economy and another 17% feel that

environment friendliness is good in a Generator

What qualities do you prefer in your DG?

Analysis :-94% of the people feel that for a product like Generator, they would always go by brands as it is a one-time investment

Would brand name affect your purchase decision?

Analysis :-1) 87% of the total respondents considered a Generator as their friend 2) Few people also commented that comparing a Generator with father, would not be appropriate

If generator set were a personality then what would it be for you?

Analysis :-80% people feel that the Ads for a product like Generator should be practical where the Ad says all about the uniqueness and qualities of the product, showcasing “before and after effects of purchasing a Generator”, thus being simple, to the point and yet, catchy.

If you were to see an advertisement for a generator set what would you prefer the ad to be?

Voice of Customer

About Generators“Emergency stop switch should have a security

lock” – Admin Officer, Religare Macquarie, FC Road branch

“We are very fond of Cummins, can’t think of any other Generator now, it gives very good service” – Admin Officer, Petrol Pump at Koregao Park

“I’ve never heard of Ashok Leyland’s gensets but I guess it would be a good quality product as its parent company has expertise in engine manufacturing”– said by 19 respondents out of 141

Ad campaign

Ads should be practical – “ Where am I?” ( Main kaha hun?)

The generator is looked upon as a business partner

The ads should be excitingAny relation except that of friend

shouldn’t be used in Ads as a tool of comparison with the products, it may hurt sentiments

Ads don’t work to promote a product like Generator, the quality of the product should be good, that’s all

Ads should be put up on Expressways to draw attention of the people

Ads should generate curiosity, should be a bit “out of the box”, that’s what is expected from a brand like Ashok Leyland

The Ads should show the requirement of business-class people, portray an “office-culture”,

FindingsIt was found that out of the total

consumers surveyed, most of them were Kirloskar and Cummins genset users.

Power supply situation was found to be bad in most user localities.

Brand name & Product quality have been found out to be the crucial buying factors for a potential buyer.

Price of a genset plays an important role while making a choice to buy a genset.

CONTD…….Brand awareness of portable genset users

about Ashok Leyland portable genset has been found too low.

Consumers are highly satisfied with their current brand of portable gensets.

Brand awareness of portable genset users about their current brand of portable genset has been found too high.

Most of the users of portable gensets do recommend their brand of portable gensets to other potential buyers.

RecommendationsAdvertising & Communication New creative / route as per customers

voice to be worked out. The media mix to comprise of local

newspapers, internet, Yellow Pages, word-of-mouth (friends), radio.

Majority of the TG get the information through dealerships and hence visibility of the dealerships should be strong.

Action pointsMost of the end users of the portable gensets

surveyed agreed that rising fuel prices and high fuel consuming models of gensets has to looked into seriuosly. Thus a new brand should introduce new fuel efficient models with alternative fuel options like LPG, etc.

Select media mix for the markets focused on regional combinations

Media plan and date planBudgets and approvalsRoll outs

THANK YOU!!!!