PROJECT PROPOSAL

FOR

AN INDEPTH STUDY

OF

BPL COLOUR TV, REFRIGERATOR AND WASHING MACHINE

Management Pr gramme ANANYA SENGUPTA

R !! N " #$%&'''(& J)!*+,%%&

CONTENTS
SYNOPSIS Rationale Objective Methodology Expected research. Limitations FOR APPROVAL OF PROJECT PROPOSAL Contribution & direction for future

PROFORMA -MS + &%%.

RESUME OF THE SUPERVISOR

SYNOPSIS

RATIONALE FOR THE CHOSEN STUDY

more liberal approach in our economic policies in recent years has paved the !ay for an influx of foreign investment in various sectors" as is #uite apparent. $or the %ndian middle and upper classes" it has meant& a' considerable increase in their disposable incomes

b' Easy access to !orld class products c' (igher aspirations for a comfortable and stylish life %n short" consumerism is here to stay" it seems. $or the mar)eter this translates into a huge" lucrative" ever* expanding mar)et to tap of course" but at the same time it becomes #uite a tough proposition to survive and gro! in this challenging and dynamic environment" more so far the %ndian mar)eter" !ho !as accustomed to a more or less stable" protective environment till just a fe! years bac). +o" are %ndian brands able to hold their o!n in this ne!ly emerged mar)et place, Let us ta)e up an in*depth study of one %ndian brand -a representative of the +cenario" maybe' in a high * gro!th industry" to appease our curiosity regarding the above. %t may be mentioned here in this regard that electronic durables. household appliances are considered an important indicator of standard of living and level of consumerism the !orld over. +o" !e too can very !ell choose this industry for our investigation. %n %ndia" colour television" refrigerator and !ashing machine together

claimed /01 of total national sales of electronic durables last year and 23L is one %ndian brand !hich commands instant recognition !hen it comes to consumer electronics. %n the !a)e of the above" let us ta)e up an in*depth mar)et study to evaluate three of 23L4s products * Colour 56" !ashing machine and refrigerator. %n the course of the chosen study" !e shall analyse 23L4s strengths and !ea)nesses" the mar)et opportunities that the brand can avail of and the possible threats to its products. t the end of this project" !e might even be in a position to ma)e certain recommendation !ith regard to elements of the mar)eting mixes" albeit in our limited capacity.

OBJECTIVE

AIM
5o analyse and evaluate 23L Colour 56" !ashing machine and refrigerator" the three products !hich dominate the consumer electronics mar)et in %ndia.

OBJECTIVES -SPECIFIC.
7' ssess the chosen products of 23L in terms of the various elements of their mar)eting mix. 8' 9etermine relative #uality perception of the brand in the mar)et :' ;nderstand decision * ma)ing criteria for these products 0' $ind out dealer and consumer perspective of !ays to increase sales <' %f appropriate" recommend !ays to further the gro!th of 23L

RESEARCH METHODOLGOY
%t being a descriptive research project" both secondary and primary sources of data !ill be re#uired for the study. detailed outline of the from methodology each along is !ith the information hereunder& sought source presented

LITERATURE RESEARCH -SECONDARY SOURCE.

SOURCE %=5ER= L& Company INFORMATION SOUGHT reports" %nsight on the products" < 3s of mar)eting mar)et and

journals" house maga>ines etc

E?5ER= L& 2usiness maga>ines" On economic" ne!spapers and trade

journals" competition

MAR/ET RESEARCH -PRIMARY SOURCE. DEALER SURVEY

INFORMATION SOUGHT0 On sale" mar)et potential and opinion on company policies of 23L RESEARCH PLAN0 Research approach * +urvey research Contact method * 5elephone and personal

+ampling plan +ampling unit & uthori>ed dealers of 23L in 9elhi +ampling si>e & ll @< dealers

+ampling procedure&Entire population

Research instrument * +tructured" non*disguised" close * ended #uestionnaire

CONSUMER SURVEY
INFORMATION SOUGHT0 On relative #uality perception" motivating factors and influences for buying decisions" satisfaction level !ith 23L RESEARCH PLAN0 pproach * +urvey research Contact method * 5elephone and in person +ampling plan* +ampling unit products +ampling si>e & 7AA &;sers of the three

+ampling procedure & 5hrough a non*probability sampling method called convenience sampling

Research #uestions

instrument*+tructured"

non*disguised

#uestionnaire !ith a mix of open and close*ended

E1PECTED CONTRIBUTION 2
t a broader level" the study !ould serve to assess !hether an %ndian brand is able to survive the stiff competition in the electronic durables mar)et today. +ince 23L is" arguably" one of the better )no!n %ndian brands" it can serve as an indicator of the general scenario as far as indigenous effort is concerned. $or 23L" more specifically" the contribution !ould be to!ards determining& 23L4s position in the mar)et today $uture prospects of the brand4s three products Consumers4 and dealers4 perception of the brand

%n short" analyse the strengths" !ea)nesses" opportunities and threats -+BO5' of the brand. 5his !ill directly aid mar)eting decision ma)ing.

2 DIRECTION FOR FUTURE RESEARCH

Research" in this case particularly" needs to be adopted as a periodic activity for informed decision ma)ing. 5hat is because the findings of the proposed study !ill not hold true forever. $or" neither the strengths" nor the !ea)nessesC neither the opportunities nor the threats can be static in a dynamic environment. +lightest change in either internal factors -one or more elements of mar)eting mix' or external ones -competition consumer psyche" policies' may change the situation for our brand. s regards the future direction of the said research" it can be on similar lines to this one" that is& +econdary data collection and analysis for +BO5

analysis and assessment of the mar)eting mix. 3rimary data collection and analysis to be able to determine& 9ealers4 brand ny ne! mar)eting opportunity that can be tapped. and Consumers4 perception of the

PERCEIVED LIMITATIONS
part from the inherent limitations of the chosen research approach" contact methods" sampling plan and research instruments" !e may be reasonably sure of the follo!ing shortcomings and constraints& 5he primary data collection !ill be restricted to 9elhi only and the findings" even if a reflection of the national phenomena" cannot be used as yardstic) for hard core decisions +ome li)ely Lac) of serious intent or some amount of amount of sensitiveness among dealers in

providing information on sale" annual turnover etc is

casualness.disinterest in consumers4 response to the #uestionnaire is also li)ely larger sample si>e of consumers !ould provide a more reliable result but !ould present constraints of time" resource and physical ability.