Anil Kumar. PRegd. No. 1225109303

* “A Market Study on Modular Switch”

With reference to

A

Anchor Electricals Pvt Limited,

Hyderabad

*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 customer’s 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 switch’s in

*Market.

*To study the customer need of the modular switch’s.

*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 haven’t 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 Monthly turn over Percentage

Anchor 27,021,000 98.43

Legrand 3,543,000 12.90

ABB 7,83,000 2.85

Havells 3,390,000 12.34

Maru 39,23,000 14.29

North west 1,53,000 0.55

Total 38813000  Table1.11A. market share of different brands

27,0

21,0

00

3,5

43,0

00

7

,83,0

00

3390000

3

9,2

3,0

00

1

,52,0

00

Anchor Legrand ABB Havells Maru North West

0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%90.00%

100.00%

98.43%

12.90%2.85% 12.34% 14.29%

0.55%

percentagesCharts 1.11B. market shares of different

brands

*Response of the outlets

 Constrains

 Response

 Percentage

 No. of outlets selling Anchor Roma is

 110

 88 

 No. of outlets selling Anchor Roma is

 14

 12 

 Total no. of sample is

 125

 100 

Tables1.12A. Responses of the outlets

89%

11%

response

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

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 100Table 1.13A Anchor Roma quality

9%

73%

16%2%

Quality

a.Bestb. Goodc. Averaged.Poor

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 0

Total 125 100 Table1.14A. Marketing price of Anchor

Roma

26%

35%

38%

Market priceing

Highat par major brandscompetitvelow

Chart1.14B. Marketing price of Anchor Roma

* Rating the existing dealer network of Anchor Switch’s

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

5%

46%37%

12%

Dealer Network

a. Bestb. Good c. Averaged. Poor

Chart1.15B. dealer network

* Rating the existing service level with respect to supplies of Anchor Switch’s

Constrains Responses Percentages

Best 05 4

Good 45 36

Average 35 28

Poor 40 32

Total 125 100Table 1.16A supplies

4%

36%

28%

32%

supplies

a. Bestb. Goodc. Averaged. Poor

tables 1.16supplies

* 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 switch’s 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 switch’s 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 Havel’s & 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