“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:

ØThis 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.
ØSCOPE 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
Components share of eachMonthly
brandturn
& over
its monthly turnover
Percentage

Anchorwest
Legrand
ABB
Havells
Maru
North
Total 27,021,000
3,543,000
7,83,000
3,390,000
39,23,000
1,53,000
38813000 98.43
12.90
2.85
12.34
14.29
0.55

Table1.11A. market share of different

brands

Charts 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

Chart1.12B Response of outlet

The quality maintained by Anchor Roma modular switches
Constrains
Best
Good
Average
Poor Response
11
91
20
03 Percentage
8.8
72.8
16
2.2
Total 125 100

Table 1.13A Anchor Roma

quality

Chart 1.13B Anchor Roma quality

The Total
marketing
Constrains
High
At
Competitive
Low
prices of125
par with major brands
Anchor Roma
Responses
33
44
48
00
switches
Percentage
26.4
35.2
038.4
100

Table1.14A. Marketing price of Anchor

Roma

Chart1.14B. Marketing price of Anchor

Roma
Rating the existing dealer network of Anchor Switch’s
Constrains
Best
Good
Average
Poor
Total Responses
06
58
46
15
125 Percentage
4.8
46.4
37
12
100

Table 1.15A. Dealer

network

Chart1.15B. dealer network

Rating the existing service level with respect to supplies of
Anchor Switch’s
Constrains
Best
Good
Average
Poor
Total Responses
05
45
35
40
125 4Percentages
36
28
32
100

Table 1.16A
supplies

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