Iip Project On Cease Fire

On
Market Analysis and Competitors Analysis of Fire Extinguisher
Submitted To:by:Prof. Rupesh Kumar Sinha

Mentor (Asst. professor)
IFIM Business School
Bangalore
Submitted
Chandradeep Dubey
PGDM
Batch: - 2008-10
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A study on
Market Analysis and Competitors Analysis of Fire Extinguisher
AT
Ceasefire Industries Ltd.
BY
Chandradeep Dubey
SECTION-A
PGDM
A Report Submitted In Partial Fulfilment Of
The Requirement of PGDM (2008-2010)
IFIM BUSINESS SCHOOL

BANGALORE
Under the Guidance of,
External Guide:
Mr. Tino Jose
Internal Guide:
Prof. Rupesh Kumar Sinha
2 |C r e a t e d b y : C h a n d r a d e e p d u b e y ( B A T C H - 0 8 - 1 0 )
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DECLARATION
I,
______________________
hereby declare that the project report
entitled Market Analysis and Competitors Analysis of Fire Extinguisher

Under the guidance of Prof. Rupesh Kumar Sinha submitted in partial
fulfilment of the requirements of INSTITUTE OF FINANCE &
INTERNATIONAL MANAGEMENT.
The project or any part of it has not been previous submitted for any degree.
Date:- ...............................
Chandradeep Dubey
Place:- ...............................
PGDM (2008-10)
ACKNOWLEDGEMENT
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Before getting into the theme of the IIP project provided to me, I would like to add a
few words of gratitude for the people who were part of this project in numerous
ways, people who provide an unending support right from the stage, the idea was
conceived.
IIP PROJECT is an important part of the Post Graduate Degree in Business
Management program and I would like to express my heartfelt gratitude towards
CEASEFIRE Industries Ltd. for giving me this opportunity.
These projects would not have been possible without the help and guidance of my
industry guide Mr. Tino Jose (Sen. Territory Manager). I am also grateful to all staff
members for the co-operation.
I acknowledge with sincere thanks Mr. Rupesh Kumar Sinha, my project guide, for
his constant advice, constructive criticism, able guidance, constant encouragement
and the right amount of personal touch, which enable the project in its present state.
I would also like to thank my Parents, my friends and my colleagues who directly or
indirectly were the constant source of inspiration and support which lead to
successful completion of this report.
Last but not the least I would thank almighty for showering his blessings and helping
me at each step.
Table Of Contents
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Chapter
Number
CHAPTER 1
Topic
Page
Number
General Introduction
8
Introduction to the study
9
Background to the study
CHAPTER 2
CHAPTER 3
Introduction to the problem
10
14
Title of the study
14
Statement of the problem
14
Objective of the study
15
Scope of the study
15
Limitation of the study
16
Company profile
17
History of Ceasefire
Organizational
chart
departments
Products/services profile
17
and 21
22
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Chapter
Number
CHAPTER 4
Topic
Page
Number
35
Review of Literature
Operational definitions
35
Literature review
37
Theories
applicable
to
the 40
study
CHAPTER 5
CHAPTER 6
Research Methodology
45
Qualitative Analysis
45
Sampling
45
Tools for data collection
46
Field work
46
Methods of data Analysis
46
Data Analysis
47
48
Primary Data Analysis
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Chapter
Number
CHAPTER 7
CHAPTER 8
Topic
Page
Number
SWOT Analysis
59
Summary of findings
60
Suggestions and
recommendations
61
Conclusion
62
References
63
Annexure
64
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Chapter-1
General Introduction
Ceasefire Industries Ltd. was started in the year 1989 by Mr. Feroz Engineer. At
that time it basically deals in the domestic market. The first extinguisher that
was introduced was Halon 500gm. Then in 1993 MAP extinguisher was
developed in order to penetrate into the commercial and industrial segment. It
ranges 1.2.and 5 kg. Then they came off with security division which has video
door phone, security panel and CCTV in the month 2006. In 2008 they started
the detection division which has a variety of products like sprinkler, wired
detector. In 2009 they are focusing on the residential division and finally came
up with 4 colure gassy detector of 500gm which would also enhance the beauty
of the interiors. The company is the major leading player in the fire safety
products.
The company has also come up with stand alone detectors like CFR-SD-DT,
CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector.
The Ceasefire Industries Ltd. has a very good relation building with the foreign
Brand Hochiki and Visonic.
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Introduction to the study

Ceasefire launched its range of domestic fire extinguisher a few decades ago,
created a new market altogether, dominated it, and in a few short years was
named one of the top 10 marketing successes of the decade, alongside stalwarts
like Levers and Colgate.
Today, Ceasefire spans home, commercial and industrial fire safety and creates
a new customer every 15 minutes. Such rapid growth demand exceptional
service delivery. Its sales and services network reaches out to 300 cities and
towns across India, and a dedicated toll free helpline is accessible 24/7.
With a clear leadership position in every possible area of fire protection,
ceasefire is moving aggressively into an enhanced product range.
The launch of new fire fighting products such as heavy-duty Monnex
Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion
Properties (ODP) and a number of other high capacity extinguishers will ensure
that Ceasefire extinguisher will ensure that Ceasefire retains in the countrys fire
protection market.
In addition, products from our Home Safety Division are already making their
presence felt in the market. The gas leak detector, smoke detector and
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650gm/1kg designer fire extinguisher that make up this range give us the first
movers advantage over the competition.
Background to the study:Fire is a deadly force. It kills thousands every year. Strikes a home or an office
every twenty minute. Causes lakhs worth of damage every single day. When
you are faced with powerful enemy such as this, you need a potent arsenal. A
range of weapons engineered at the very edge technology. Ceasefire, the name
that has been synonymous with fire safety, now brings a basket of range of
products.
Combustion is a chemical reaction in which a fuel is rapidly oxidized. Three
things are required to sustain a fire:
Oxygen (more properly, an oxidizing agent)

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Fuel (a reducing agent)

Heat
Therefore, to kill a fire, you must deny the fire one or more of these three
things. You may:
Exclude oxygen from the fire.
Remove the fuel on which the fire is feeding.
Lower the temperature.
Types of Fires:There are four classes of fires, categorized according to the kind of material that
is burning. For the first three classes of fires, there are two sets of colour- coded
icons in common use. One or both kinds of icons appear on most fire
extinguishers to indicate the kind of fire against which the unit is intended to be
used. There is only one icon used to indicate the fourth (class D) kind of fire.
Class D fires involve uncommon materials and occur in fairly specialized
situations. Note that any given fire can fall into more than one class; a fire that
involves both burning paper and kitchen grease would be a class AB fire.
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Class A fires are those fuelled by materials that, when

they burn, leave a residue in the form of ash, such as
paper, wood, cloth, rubber, and certain plastics.
Class B fires involve flammable liquids and gasses,

such as gasoline, paint thinner, kitchen grease, propane,
and acetylene.
Fires that involve energized electrical wiring or
equipment (motors, computers, panel boxes) are
Class C fires. Note that if the electricity to the
equipment is cut, a Class C fire becomes one of the
other three types of fires.
Class D fires involve exotic metals, such as
magnesium, sodium, titanium, and certain organ
metallic compounds such as alkyl lithium and Grignard
reagents
Stages of fire:There are three stages of fire:Stage 1:- IGNITION
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At this stage, the fire is relatively small. But unless controlled swiftly, it will
spread and grow, increasingly rapidly. This is the only stage at which a fire
extinguisher can be safety used.
Stage 2:- CRITICAL

At this stage, fire begins to move rapidly over large areas, and large volumes of
extinguishing agent are necessary to fight the growing fire. At this point, only
sophisticated sprinkler system can be used.
Stage 3:- BLAZE
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At this stage, the fire is out of control and could require 1000s of litres (kgs) of
fire extinguisher agent. Only the fire brigade can have any chance of putting
out of fire at the Blaze Stage.
Chapter-2
Introduction to the Problem
Title of the study:Market Analysis and Competitors Analysis of Fire Extinguisher
Statement of the problem:
Ceasefire Company is a No. 1 leading company in fire extinguisher. This
Company is providing services in the market from the last 2 decades. This
company provides a basket of products to the consumers. With the help of
research and development, company is providing different- different types of
extinguisher, which works on different- different types of fires.
This Sector is too much unorganized.
There is not any proper channel of marketing.
This industry is totally depending on direct marketing.
Most of the companies are not providing the appropriate information
about the fire.
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Most of the persons are not having a sound knowledge of fire and types
of fire extinguisher.
Government rules, norms and regulations.
Objectives of the Study:
To understand about the company

To understand about the companys products and services
To understand about the strategies of companies as well as competitors
To understand about the organizational structure of the company
To understand about the sales and distribution of the company
To access the current demand of companies product in the existing
products
Scope of the study:

Direct marketing plays a vital role in the business development of ceasefire
Industries in India. To understand the customer behaviour of buying pattern of
fire extinguisher. What is the main strategy is adopted by the competitors to
increase the sales.
The project also includes the brand equity and awareness levels of ceasefire
products among the target group and measures to increase the Brand Recall on
Top Of the Minds of the Customers. My main aim of the study, understands
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the process of Direct Marketing at Ceasefire industries to make it more

effective and efficient.
Limitations of the study:

Due to confidentiality rules in the company I am able to produce only
indicative figures of the research made to recognize the solution to the
problem.
Most of the data is taken from the company site and from the mentor.
Unable to get competitors details
Study is totally one-sided.
Scope of the study is limited as it is mainly concern for the fulfilment of
academic purpose and companys requirement.
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Chapter-3
Company Profile
History of the Company:
products.
Ceasefire is committed to its premium quality ever since its inception in
September 1989. In the past 20 years Ceasefire has been constantly inspired by
innovation and excellence, thereby ensuring convenience and quality to its
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customers. It is backed with two technologically advanced manufacturing units

at Dehradun. Due to our commitment to quality and innovation, Ceasefire is
honoured with a comprehensive market share in the voluntary segment. All
Ceasefire products are backed by a committed after-sales service, in order to
ensure that we are never far from our customers reach, whenever they need us.
With the approvals of ISI, Conformity European (CE) and Underwriters
Laboratories (UL) Ceasefire products are really agreed to be of world-class
quality and of utmost reliability. Ceasefire Industries Limited has been
conferred the ISO 9001:2000 certification assuring you the best products and
services available in India today.
The company has also come up with stand alone detectors like CFR-SD-DT,
CFR-SD-IC, and CFR-SD-LE. The company has also a wireless panel detector.
The Ceasefire Industries Ltd. has a very good relation building with the foreign
Brand Hochiki and Visonic.
Ceasefire launched its range of domestic fire extinguisher a few decades ago,
created a new market altogether, dominated it, and in a few short years was
named one of the top 10 marketing successes of the decade, alongside stalwarts
like Levers and Colgate.
Today, Ceasefire spans home, commercial and industrial fire safety and creates
a new customer every 15 minutes. Such rapid growth demand exceptional
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service delivery. Its sales and services network reaches out to 300 cities and
towns across India, and a dedicated toll free helpline is accessible 24/7.
With a clear leadership position in every possible area of fire protection,
ceasefire is moving aggressively into an enhanced product range.
The launch of new fire fighting products such as heavy-duty Monnex
Extinguisher, the HFC236 Clean Agent Extinguisher with zero Ozone Depletion
Properties (ODP) and a number of other high capacity extinguishers will ensure
that Ceasefire extinguisher will ensure that Ceasefire retains in the countrys fire
protection market.
In addition, products from our Home Safety Division are already making their
presence felt in the market. The gas leak detector, smoke detector and
650gm/1kg designer fire extinguisher that make up this range give us the first
movers advantage over the competition.
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VISION:
To be the No. 1fire extinguisher in the Indian Industry
Our AIM
Our main aim is to ensure that our customer is safe from the occurrence
of and destruction due to fire.
Thats why we offer a wide range of products and services that enable the
prevention and cure of fire. Our range of products includes Portable Fire
Extinguishers, Smoke Detectors and Escape Signages.
We are in the process of rolling out another series of world-class fire safety
solutions, including modular fire extinguishers, paneled and wireless smoke
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detectors, ABC type extinguishers with better grading etc. All this is with the
sole intention to serve our valued clients better.
STRATEGY:
Easy snap safety seal

State-of-the-art pressure gauge
Controllable discharge system
Instalert
EPDM rubber pipe
5 years warranty
Organizational chart
CEO
PRESIDENT
VICE-PRESIDENT
GENERAL MANAGER
REGINOAL MANAGER
BRANCH MANAGER
TERITORY
FRONT LINERS
MANAGER
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There are four Regional Managers for four different zones. Ceasefire Industries
Ltd. has divided our country into four zones: South, North, East and South and
has allotted different regional manager. All regional managers ultimately report
to General Manager. Each branch in a city/place has a HOL, who handles the
whole branch and all Territory Managers and Front liners report to him.
Ceasefire Products and Services
Ceasefire is present in almost all the areas of fire safety, namely, Prevention,
Detection, Fire Fighting and Escape.
Prevention:
Prevention is always better than cure. To prevent the occurrence of fire in our
clients' premises, we provide a comprehensive training package aimed at
helping laymen understand what fire is and act logically and sensibly in the
event of fire. We also provide a comprehensive Annual Maintenance Contract
(AMC) to our clients to maintain their fire safety equipments in their peak
performance.
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Ceasefire has designed a comprehensive training package to keep our clients

prepared to fight the fire. The training is conducted in the form of four modules
ideally spread over a year.
Detection:
In this area Ceasefire has in offer Panel Smoke Detectors with wireless
technology. We also provide Stand-alone Smoke Detectors. Wireless SDs with
interconnectivity means that our clients' premises are completely protected
against fire, at the same time zero wiring is required. Normally, if Smoke
Detectors are to be installed in a built up area, the roof need to be chipped for
wiring purposes. So also, there are high chances for the wiring to be cut thereby
rendering the smoke detectors completely useless.
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Fire Fighting:
In fire fighting, we have some of the most powerful and most effective
equipments presently available in India. The ABC range with SKUs of 2 Kg, 5
Kg, 10 Kg, 25Kg, 50 Kg, and 75 Kg along with the Power Series or the MAP
90 ensures that the capital investment is completely protected against fire.
We also provide Clean Agents with SKUs 2 Kg, 4 Kg and 6Kg. This happens to
be most effective Clean Agent presently available in the market.
Another product in offer is the Ceiling Mounted fire extinguisher 5 Kg & 10
Kg, with either powder-based extinguishing agent or clean agent, as the
requirement might be. This type of fire extinguisher is automatically activated
in case of a rise in temperature in the immediate surroundings.
Escape Systems:
Escape systems are most essential for safety of the employees working in the
organization, since there could be fires that cannot be controlled with portable
fire extinguishers. In such cases, the greatest concern will be the safe evacuation
of the manpower. For this, we provide, Escape Signage made of fire retardant
materials and glows in the dark for a long duration. Escape tapes to highlight
escape routes are also in offer. Escape Gear for trapped people to escape from
the fire.
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This is also known as Ideal fire protection, it consists of: - Prevention,

Detection, Fire fighting and Escape system.
Ceasefire company is also makes the product for the home as well as industry
sector. Each sector is having different characteristics of fire. After seeing the fire
types we are going to decide the ideal fire protection for that building.
Home safety products

Your home is where your loved ones live. It is a place that is most treasured by
you. Yet, it is also the place that is most vulnerable to threat from fire. As many
statistics will prove, fires cause more damage to homes than any other calamity,
every day. Here is a range of products that will ensure that not only your home,
but also the people who live in it are safe, always.
DETECTION: - 1) Gas Leak detector
2) Smoke detector
Gas leak detector
In most houses, the kitchen is where the fire starts. Knowing the cause of the
fire is essential to fighting it the right way. This is where Ceasefire Home
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Safety's Gas Leak Detector comes in. In a response time of less than 30 seconds,
it will alert you of the slightest gas leak and give your enough time to shut the
gas valve, open all windows and prevent a potentially dangerous fire from
breaking out.
With a detection range of 6 metres, and an operating temperature of 0 to 55
degrees Celsius, this detector can be installed right in the kitchen (2-4 metres
away from hot appliances). Its response time of less than 30 seconds ensures
that you are alerted of the smallest gas leak well in time. It has the ability to
detect both, LPG and natural gas. Its sensor life is (approximately) greater than
five years. This takes care of your maintenance problems..
Smoke detector
The Ceasefire Home Safety Smoke Detectors with their dual chamber ionization
sensor technology will give you continuous protection. They will warn you
against any potential fires. They have a loud (85 db) alarm which will guarantee
that you are alerted of a possible fire even if it is very late at night. A built in
escape light, on the ILE provides a critical light source in the event of a power
failure. An independent 9 volt power supply and a low battery warning system
ensure that the detectors are always in working condition.
Designer Fire Extinguishers
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Fire spreads faster than you can imagine. If unchecked, it can turn into a blaze
in just a few minutes. And once fire has grown past a point, even the most
powerful extinguisher is futile against it. It is therefore critical to fight the fire
as quickly as possible. You need an extinguisher that is compact, lightweight
and can be activated in seconds.
Every Ceasefire extinguisher is engineered to deliver the maximum possible
speed and power, be extremely easy to use and, most importantly, be utterly
reliable. To reinforce the reliability factor, these extinguishers come with a 5year guarantee, so you know they will work when you need them to.
Add to it an added element of design and you have a designer fire engine in
your hand.
ABC powder
The 650 gm and 1 kg powder agent fire extinguishers will ensure that you are
fully equipped to fight a home fire, if there should be one. Ceasefire Home
Safety Powder Agent Extinguishers are easier to use than others because of their
lightweight 'point and shoot' design. The powder agent's quick action will save
you those vital few minutes in which a small spark in some corner of your
house can turn into an uncontrollable blaze.
Clean agent
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The protection of your house must not come at the cost of your high value
assets. The Ceasefire Home Safety Clean Agent Extinguisher protects your
home and electronic equipment because it doesn't leave any residue, no powder,
and no mess. Just stops fire dead.
INDUSTRIAL SAFETY
Prevention system
To fight and defeat a fire at your workplace, you need to take two important
steps. First, you need to be armed with the knowledge of how to prevent a fire.
And second, you need a 100% reliable maintenance system for your equipment.
Ceasefire presents just such a comprehensive prevention system.
Operation Ceasefire: Training
A lack of training is your biggest fire risk. Of the many thousands of offices,
shops and factories that were gutted by fire last year, more than half probably
had fire extinguishers installed. The reason for this rather shocking statistic is
that even the most advanced fire fighting equipment is greatly hampered when
the user is untrained. Which is why it is legally mandatory in countries like the
US and UK for commercial establishments to conduct regular fire safety
training programmes for their employees.
AMC
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The only people who are truly qualified to maintain your Ceasefire fire
extinguishers and smoke detectors are those who have designed and built them.
Ceasefire's Maintenance Programme is executed by a team of qualified
professionals who have years of experience. Buying equipment from Ceasefire
and then getting it serviced from a third party is like buying life saving
equipment from a trusted manufacturer and then leaving its maintenance to a
street-corner electrician.
Under Ceasefire's Comprehensive Maintenance Programme, our engineers visit
your premises once a quarter to conduct a series of checks on all the fire safety
products on your premises.
Maintenance for Ceasefire's smoke detection and security systems are no less
robust. Equipped with state of the art equipment, the Ceasefire range allows for
easy on-site maintenance. Thus we ensure that the level of quality and trust we
inspire with our products is carried on to yet another level.
Fire Extinguishers: Special features
Easy Snap Safety Seal
A safety seal that can be broken in seconds and is yet completely tamper-proof.
So simple that even a child could snap it open in seconds.
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State-of-the-art Pressure Gauge

A pressure gauge that is the worlds smallest and is yet remarkably easy to read.
It is the only pressure gauge that can be tested, onsite, using a special magnet to
ensure that it is working perfectly and is 100% accurate.
Controllable Discharge Mechanism
A simple squeeze grip activation mechanism, allows you to control the
discharge and optimize use of the extinguishing agent.
Instalert
A unique fire alarm that sounds the second you pick up the extinguisher! Built
into the extinguisher bracket, the patented Instalert System acts both as an
instant fire alarm as well as a theft deterrent
EPDM Rubber Hosepipe
Superior grade EPDM rubber is far more flexible than the normal rubber used in
most hosepipes. EPDM is also far less prone to cracks.
5 Year Warranty
Ceasefires entire range of ABC and Clean Agent extinguishers come with an
unbeatable 5 year warranty
World Class Quality Control System
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Virtually every Ceasefire extinguisher comes with ISO 9001 and CE

certification, and conforms to ISI standards.
CEASEFIRE Products list of fire extinguisher
Varity
Powder
Varity
Clean agent
Water
CEASE FIRE
product
Range
Map 90
2 kg
Map 90
5 kg
Map 90
10 kg
Map 90
25 kg
Map 90
50 kg
Map 90
75 kg
classes
A,B,C &
ESF
A,B,C &
ESF
A,B,C &
ESF
A,B,C &
ESF
A,B,C &
ESF
A,B,C &
ESF
Monnex
Monnex
Monnex
1 kg
2 kg
4 kg
pressure
agent warranty
prices
N2
5 Years
3750
N2
5 Years
5580
N2
5 Years
8160
C02
1 year
27000
C02
1 year
45000
C02
1 year
60000
B&C
B&C
B&C
N2
N2
N2
5 Years
5 Years
5 Years
4500
7500
12600
warranty
prices
CEASE FIRE
product
Range
classes
pressure
agent
HCFC 123
HCFC 123
HCFC 123
2 kg
4 kg
6 kg
A,B,C & ESF

A,B,C & ESF
A,B,C & ESF
N2
N2
N2
5 Years
5 Years
5 Years
9900
18600
26700
HFC 236
HFC 236
HFC 236
HFC 236
2 kg
4 kg
6 kg
9 kg
A,B,C & ESF

A,B,C & ESF
A,B,C & ESF
A,B,C & ESF
N2
N2
N2
N2
5 Years
5 Years
5 Years
5 Years
13500
24000
33900
42000
CO2
CO2
CO2
B,C & ESF

B,C & ESF
B,C & ESF
SELF
SELF
SELF
1 year
1 year
1 year
6600
9300
12600
CO2
2 kg
4.5 kg
6.5 kg
22.5
kg
B,C & ESF
SELF
1 year
36000
Water
9 lt.
N2
1 year
3900
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Foam
Ceiling
Mounted
Water
50 lt.
C02
1 year
21000
Foam
Foam
9 lt.
50 lt.
A& B
A& B
N2
C02
1 year
1 year
4200
24000
Map 90
Map 90
5 kg
10 kg
A,B,C
A,B,C
N2
N2
5 Years
5 Years
6000
9300
HFC 236
HFC 236
5 kg
10 kg
A,B,C & ESF

A,B,C & ESF
N2
N2
5 Years
5 Years
32100
51300
Escape:
The last thing you need in a panic situation is pitch darkness. Within seconds of
a fire starting the first thing that usually happens is a breakdown of the power
supply to the premises. With no light source and dense toxic smoke filling the
air, most people will panic and find it difficult to get out of the premises safety.
The advantages of having Ceasefire products
All our ABC, Clean Agent, Monnex & Ceiling Mounted Type
Extinguishers come with a five-year warranty.
CO2 extinguishers come with a one-year warranty.
Unlike other players in the market, there is no need to refill the
extinguishers periodically.
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Absolutely zero maintenance required for the extinguishers during

warranty period.
Dedicated service team at the beck and call of customers.
Training on fire safety to the concerned people in the organization.
We provide each and every one of our clients with the essential training
on fighting a fire, better house-keeping so as to avoid any chance of fire,
evacuation and post-fire.
A GUARANTEED PERFORMANCE
A Ceasefire Extinguisher isn't just assembled. It's engineered for perfection.
Because an extinguisher is never tested until it is used in a life-and-death fire
situation. And then, there's zero room for error. It must perform at full potential,
to save a life.
Ceasefire's manufacturing processes and quality checks are far and away the
most stringent in the country and on par with the highest standards worldwide.
Virtually every Ceasefire extinguisher comes with ISO 9001 and CE
certification, and conforms to ISI standards.
Deep Drawing: Each ceasefire container is extruded from a single sheet of high
grade iron, using hydraulic presses, which means only 30% seams, 70% less
leak proof area.
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8 Tank Process: Each container goes through 8 tanks of chemical treatment, for
rust-proofing and cleaning.
Powder filling: A fully mechanised powder filling process ensures just the right
proportion of powder to pressure.
Leak Test: A stringent 24 hour leak test detects minute traces of escaping gas.
Helium Testing: This test detects miniscule amounts of nitrogen leakage in a
vacuum chamber. Each container is helium.
Tested: Each one that passes bears a certificate.
Ceasefire's stringent standards extend to all its various product ranges. Ceasefire
detection's range, for instance, is the result of extensive hardware and software
product design and development. all products are extensively tested in the
world's largest, purpose-built, state-of-the-art fire test laboratory to guarantee
that even the largest scale designs are fully proven in real fire conditions.
PRIORITY SERVICES
Every 15 minutes Ceasefire creates one new customer.
With such rapid growth exceptional service delivery becomes critical
Our Sales and Service Network reaches out to 300 cities and towns across India
through branches that are 100% computerized
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Ceasefire has also set up a dedicated toll free Helpline.

This basically means were there for you, 7 days a week and 365 days in a year
HELPLINE # 1800-11-3473
0120 - 422 - 3473
SMS FIRE TO 53030
Email: response@ceasefire.in
Chapter-4
Review of Literature
Operational definitions:
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products. The manufacturing company of CEASEFIRE Industry is in Dehradun.
In this Manufacturing unit Ceasefire extinguisher goes through various process.
These are as below: Deep Drawing: Each ceasefire container is extruded from a single sheet
of high grade iron, using hydraulic presses, which means only 30%
seams, 70% less leak proof area.
8 Tank Process: Each container goes through 8 tanks of chemical

treatment, for rust-proofing and cleaning.
Powder filling: A fully mechanised powder filling process ensures just
the right proportion of powder to pressure.
Leak Test: A stringent 24 hour leak test detects minute traces of escaping
gas.
Helium Testing: This test detects miniscule amounts of nitrogen leakage
in a vacuum chamber. Each container is helium.
Tested: Each one that passes bears a certificate.
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After completing these processes, all the fire extinguisher sends to the various
locations all over the India. Company is having proper Inventory system in each
region, to fulfil the demand of the customer on the time.
Literature review:
Article:-1
Bangalore's Carlton Towers sealed, cases booked against owners

IANS, Feb 24, 2010, 02.14pm IST
BANGALORE: The charred Carlton Towers in Bangalore was sealed a day
after a major fire broke out on Tuesday claiming nine lives and injuring about
50 people, a fire brigade official said Wednesday.
"We have sealed the entire premises to investigate the cause of the fire and
ascertain whether the seven-storey building had fire safety systems in place,"
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Bangalore Fire Brigade director D.B. Chengappa told IANS.

The police also booked cases of negligence and culpable homicide not
amounting to murder against the building owners.
"The government has ordered an inquiry in the fire mishap and directed the
Bangalore Bruhat Mahanagara Palike (BBMP) to review fire safety measures in
all high-rise buildings across the city," Chengappa said.
Of the injured, seven are in the intensive care unit at the nearby Manipal
Hospital and 15 are in the medical ward. The remaining were discharged earlier
in the day.
"No further casualties. Seven of the critically injured are being treated in the
ICU while 15 others are under observation in the medical ward. Rest have been
sent home," a hospital source said. Of the nine people who died, six were men
and three were women.
Article:-2
Getting more direct; direct selling companies are embracing new channels of
marketing and sales for enhanced credibility and higher growth.
N. Madhavan. Business Today. New Delhi: Oct 4, 2009.
Abstract (Summary)
Amway, the largest direct seller in India with Rs 1,128 crore revenues (2008), is
leading the change. It has already set up five experience centres one each in
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Bangalore, Pune, Kolkata, Delhi and Chennai. It will add 10 more in the next 12
months and over time upgrade all its 50 full-service centres across the country
into experience centres. Swedish cosmetics seller Oriflame's flagship experience
centre is located at Connaught Place in New Delhi and it plans to set up similar
facilities across all its 12 branches in the country. The premium food storage
major Tupperware prefers makeshift access points in traditional malls and
market places across the country.
Professor Mithileshwar Jha of IIMBangalore who also co-authored Marketing
Management A South Asian Perspective with Philip Kotler, attributes this
change to the eagerness of direct selling companies to reach customers through
multiple channels. "Any company should help its customers do business with it
in the simplest and easiest manner. If multiple channels of marketing are
available to manage cost, tackle credibility and grow, why focus on just one?
Getting wedded to a particular model could be fatal. He cites the case of
Ceasefire Industries - a direct selling company that captured the imagination of
the people with its domestic fire extinguisher product 'Ceasefire' in the early
'90s. It lost a lot of opportunity when people did not know where to buy
the product.
Need for greater credibility and a faster pace of growth seem to be the
underlying reason for this change. The direct selling model in India has been
repeatedly misunderstood as a pyramid scheme so much so that IDSA has
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chosen "to make direct selling the most respected in India as its vision. "The
experience centres give people a sense of comfort. They get a feeling of the
company having a serious presence. Distributors feel reassured. The
advertisements and resulting brand recall help people recognise direct selling as
a legitimate channel, explains [William S. Pinckney]. Adds Jha: "If you are
visible and if your visibility is authentic, that gives credibility.
Theories applicable to the study:
SPANCO - Effective monitoring of the prospect to customer conversion

process
The selling process is a crucial factor for any business. Yet often, sales
management is based on individual goodwill. Of course, goodwill is essential
to achieving an objective, but it is not enough on its own. It has to be combined
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with the necessary factors for success, motivation, incentives, training, etc. not
forgetting the methodology.
In your company, like elsewhere, the sales process can be broken down into
stages. Each of these stages is associated with a series of actions to be
undertaken. By clearly identifying the stages in the sales process, you will be
able to see the state of your portfolio of leads, so that at any moment, the
salesperson (and their line management) can identify where and how to
intervene in order to turn a lead into a customer.
SPANCO stands for:

o
Suspect :- Definition of the target
Prospect:- Identification of the lead
Approach Analysis:-
Evaluation and qualification of requirements,
identification of the solution

o
Negotiation:- Negotiation process
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Closing:- Finalization of the order
Order Ongoing: - Account follow-up (up and cross-selling, etc.) Order

management and sales monitoring
Although the SPANCO method offers visibility for each lead and progress at
the various phases of the sales process, it also provides with an ongoing vision
of the rate of sales activity in your company. SPANCO enables to display sales
figures with KPI's (Key Performance Indicator) as well as to generate, manage
and convert leads into customers. Areas of difficulty which may arise in terms
of the various phases will be clearly highlighted, so that corrective action will
be all the more effective and thus improve the performance of your sales
department.
Market:
It can be defined as place where the exchange of product takes place against
offered price. However, defining market as a place in a way makes its meaning
vague. Market can be defined as group of potential customer
Marketing
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Marketing is human activity to satisfy human needs and wants, profitably.

Marketing is much more than just promoting and selling of product. It about
understanding customers needs and wants, assessing market demand for
purposed offerings, and availing product/s in the market at right place, in right
quantity, in right time.
Goods and services:
Physical goods constitute the bulk of most countries production and marketing
efforts. Goods can be touched, sensed and whose volume can be measured in
physical terms. On the other hand services are intangibles, which can be
experienced but cannot be touched.
Need, Want, Demand
Needs are basic human requirements. Needs become wants, when they are
directed to specific objects that might satisfy the need. Demands are wants for
specific product backed by an ability to pay.
Value
You cannot ask customer about what they want, because by the time you are
ready with some offerings satisfying aforesaid needs, customers need and want
may change. So, satisfying customer is really an uphill task. So what marketer
should focus upon is value. Value may be defined as anything that customer
perceives as benefit in return of what he or she pays.
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Branding, Brand Identity and Brand Equity

Branding is an act of creating distinct identification for a product. Brand
identity may be defined as companys vision of the brand and its promise to
customer. Creating brand equity is all about creating an emotional attachment
with the product so that, customer whenever, needs a product buys only the
same brand.
Consumer
A consumer is an individual who purchase or has the capacity to purchase goods
and services offered for sale by marketing institutions in order to satisfy
personal or household needs, wants or desires. According to a statement made
by Mahatma Gandhi, consumer refers to the following, A consumer is the
most important visitor on our premises. He is not dependent on us. We are
dependent on him. He is not an outsider to our business. He is part of it. We are
not doing him a favour by serving him. He is doing us a favour by giving us an
opportunity to do so. So consumer is like the blood of our business and also a
satisfied customer is a word of mouth advertisement of a product / services
customer is a word of mouth advertisement of a product / services
Consumer satisfaction
Every human being is a consumer of different produces. If there is no consumer,
there is no business. Therefore, consumer satisfaction is very important to every
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business person. According to Philip Kotler consumer satisfaction is defined on,

personal feeling of pleasure resulting from comparing a products pursued
performance in relation to his /her expectations. Consumer attitude
measurements are taken on either potential buries or existing clients buries in
order to identify their characteristics. Why should the competent market
engineer conduct consumer research? Consumers surveys can provide the
researcher with a wealth of information, valuable of the marketing function.
Chapter-5
RESEARCH METHODOLOGY
The research methodology, not only the research methods are but also consider
the logic behind the methods. They are in the contest of our research studied.
And explain why we are using a particular method or techniques and we are
using others.
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Quantitative /Qualitative analysis

The research methodology is quite based on responses from consumer, which
was generated through questionnaire. The project is also based on responses
from employees of the company. Most of data has been quantitatively analysed.
Sampling
The universe:
Bangalore
The sample size:
A sample size of 200 customers was taken for the analysis part. A Questionnaire
containing 11 questions, which includes the Awareness, Brand image, Reasons
for having fire extinguisher, etc.
Tools for data collection

Text books, articles from various websites happen to be sources of various
secondary data. Primary data has been collected through the method of survey.
A questionnaire was given to two hundred (200) samples for basically
understanding the customer satisfaction on fire extinguisher.
Field work
I made a questionnaire for the primary data collection to know about the
customer satisfaction. The questionnaires are filled up by two hundred responds.
I must say that it was one of the most challenging but interesting aspect of my
project work. It was challenging because, there was of course language
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problem, and convincing or detailing retailers about new schemes and survey
objective was real challenge. It was also a learning experience in other way.
Methods of Data Analysis
Statistical tools used for the analysis part of the project. With help of MS-excel
and SPSS data collected through sample have been analysed. Pie charts and
tables have been used to make data analysis lucid and direct.
CHAPTER 6
DATA ANALYSIS
Data analysis is a process of gathering, modelling, and transforming data with
the goal of highlighting useful information, suggesting conclusion, and
supporting decision making. Data analysis has multiple facets and approaches,
encompassing diverse techniques under a verity of names, in different business,
science, and social sciences domains.
Data mining is a particular data analysis technique that focuses on modelling
and knowledge discover for predictive rather than purely descriptive purpose.
Business intelligence covers data analysis that relies heavily on aggregation,
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focusing on business information. In statistical applications, some people divide

data analysis into
Descriptive Statistics
Exploratory data analysis, and
Confirmatory analysis
Techniques used for data analysis:
Pie chart
Bar chart
Histogram
Line chart
Primary Data:-
Q.1 Do you have a Fire Extinguisher?

o Yes
o No
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Having Fire Extinguisher

yes
no
10%
90%
INTERPRETATION:
Out of 200 samples only 180 (90%) customers are having the fire extinguisher
and rest 20 (10%) are not having fire extinguisher. Through this data we can
interpret that in spite of the Government rules and regulation they are not
having.
Q.2 how would you consider the knowledge of Fire Safety in day to day
life?
o Mandatory
o Requirement
o Not Essential
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Awareness
15%
Mandatory
Requirement
45%
Not Essential
40%
INTERPRETATION:
From the above data we can infer that 45% customers want to have the
knowledge of fire safety as a mandatory, where as only 40% and 15% customers
want to have awareness of fire safety as a requirement and not essential
respectively.
Q.3 what are your reasons for having a Fire Extinguisher?

o Government norms
o Company Norms
o Employee Safety
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o Asset Safety
o Saving Tax
o If other, specify..............................
Reasons
Saving Tax; 6%
Asset Safety ; 22%
Government norms; 33%
Employee Safety ; 17%

Company Norms; 22%
INTERPRETATION:
Out of 200 samples, majority of them are having a fire extinguisher only for the
Government norms i.e.33% and the remaining others have are having a fire
extinguisher only for the company norms (22%), employee safety (17%), asset
safety (22%) and 6% are having only for the saving the tax.
Q.4 how many times did you use yours fire extinguisher to protect yours
asset from fire?
o
o
o
o
o
One time
Two times
Three times
Fourth times
None
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Column2
120
30
one time
20
two times
10
three times
0
four times
none
INTERPRETATION:
Out of 200 samples only 180 customers are having the fire extinguisher, among
180 only 30 customers used fire extinguisher for the one time, 20 and 10
customers used twice and thrice respectively. But out of 180 customers 120
customers never usages fire extinguisher.
Q.5 your Fire Extinguisher is a product of ---------------- Company?

o Ceasefire
o Usha Armor
o Unitex
o Minimax
o Others.......................................
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Product
Column2
33.33
16.67
Ceasefire
Usha Armor
22.22
11.11
Unitex
Minimax
16.67
others
INTERPRETATION:
180 only 33% customers used Ceasefire fire extinguisher. After Ceasefire,
Minimax are having a 22.22% of market share, Usha Armor -16.66%, Unitex11.11% market shares. Rest of the 16.66% are having the others company fire
extinguisher.
Q.6 your reasons for choosing that particular brand of fire extinguishers
are:
price
Quality
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Services
Availability
Bases
Ceasefire
Ushaarmor
unitex
Minimax
others
25
20
15
10
15
15
10
10
5
price
10
7
Quality
Services
5
2
Availability
INTERPRETATION:
From this graph we can analysis that Ceasefire extinguishers are more popular
in the market only for its quality. Due to its high price customer are more
switching to others brand?
Q. 7 How long have you been using this brand of fire extinguishers?
o < 6 months
o 6 months 1 year
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o 1 2 years
o 2 3 years
o >3 years
70
60
50
40
30
Axis Title
20
10
Series 3
Axis Title
INTERPRETATION:
180 only 60 customers are using the fire extinguisher last 3 years, 40 customers
are using last 2-3 years and only 20 customers are using last 6 months
Q.8 how did you come to know about this brand of fire extinguisher?
o Magazines
o News papers
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o T.V. commercial
o Peers
o Others (please specify)...............................
60
50
40
30
20
Y-Values
10
0
INTERPRETATION:
Out of 180 samples, majority of them have heard regarding fire extinguisher
from peers i.e. 60 and the remaining others have heard it from new papers i.e.
30, magazines i.e. 20, T.V. commercials i.e.20 and the rest of 50 have heard
from other sources.
Q.9 Have you used any other brand of fire extinguisher?

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o Yes
o No
Switch to other brand

yes
no
33%
67%
INTERPRETATION:
180 only 67% did not switch their brands. And rest of the 33% customers switch
the brands due to the price, quality, services and others reasons.
Q.10 what are your reasons to switch between different brands of fire
extinguisher?
o price
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o Quality
o Services
o Availability
Chart Title
Column2
25
15
10
price
quality
10
services
availbility
INTERPRETATION:
180 only 67% did not switch their brands. And rest of the 33% customers switch
to other brands. Out of 33%, 25 customers switch the brand only for the price,
15 switches due to services and rest 20 customer switch due to the quality and
availability of the products.
Q.11 how do you rate your experiences using different brands of fire
extinguisher?
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Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low)
Featues
Price
Quality
Avalibility
Design
After sales
services
ceasefire
usha
armor
safex
minimax
excellent
90
80
70
60
50
very high
40
high
30
moderate
20
low
moderate
high
very high
10
0
low
INTERPRETATION:
This graph shows that ceasefire is having a very high quality of the products in
the comparative to comparatives.
CHAPTER 7
SWOT Analysis
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SWOT Analysis
Strength
Opportunity
Indias no. 1 brand in
1
security divisions.
1
Rural Market unexplored.
300 branches
India.
all
over
2
1500 employees all over

India.
3
Provides basket of the
products to the customers. 4
24/7 Services facilities
5
ISI, ISO 9001 & CE
Certified.
6
Channel structure is very

strong.
8.
Having
a
image(TOM)
3
4
5
1
2
Threat
Competition
competitors.
Ease of entry.
brand
8.
No competition
Sector divisions.
in
Home
New
and
stylish
fire
extinguisher (Interior Design)
Hire best people in this
industry vertical
Create new market.
Focus more on After Sales
Services activities.
Make the relations with the
Government Sector.
Create awareness
society.
in
the
Weakness
from
1
2
Price
(Ceasefire
extinguisher price is twice
3
in
comparative
to
competitors.)
Government Rules and
Regulations.
Poor Post Sales Services.

No proper T.V. commercial.
Not so good promotions.
4.
Summary of findings
Ceasefire industries limited is the number one company in this sector. This
company provides basket of products to the customers. I have done a survey to
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know about the company as well competitors. I have taken 200 as a sample size
to understand the customers behaviour.
According to my survey I find that the Ceasefire industries having 33.33% of
market share alone. Most of the customers are satisfied with the quality of
products, services and availability. But due to the high price of the products
most of the customers are not ready to purchase. As we know that the fire
extinguisher investment is the dump investment until and unless fire doesnt
occur. So, small customers whose income is not too much, but they have to keep
the extinguisher as Government norms. In that case these companies switch to
other brands that provides low price in comparative to Ceasefire. Most of the
customers are having fire extinguisher due to the government norms i.e. 33%,
company norms i.e. 22%, etc.
This sector (fire safety), is not proper organised. And most of the people are not
aware out the fire safety programmes. In the time on fire people dont know
how to evacuate, how to use extinguisher, etc. so Government and company has
to educate the customers regarding fire safety.
Suggestions and recommendations

Company has to come down there price in the level of competitors.
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Company has to expend a lot of money in R&D, which will provide the
good quality as well as price.
Company has to use Economies of scale, which will decrease the price of
the products.
Company has to expend a lot of money to create a brand building.
Company has to do some activity to create awareness about the fire safety
among people.
Company has to participate in the industrial sector, which will create
brand image.
Company has to do proper inventory system to match the demand of the
customers.
Company has to do proper analysis of the demand and supply of the
products.
Company should provide proper training to the sales person so that they
can provide appropriate information to the customers and who can
provide ideal fire protection to the customers premises.
These are the some suggestion and recommendation, I want to give to
company which will provide multiple fold profit to the company as well
customers also.
CHAPTER 8
Conclusion
Ceasefire Company is a No. 1 leading company in fire extinguisher. This

Company is providing services in the market from the last 2 decades. This
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company provides a basket of products to the consumers. With the help of

research and development, company is providing different- different types of
extinguisher.
Ceasefire is having a very good brand image in the mind of the customers. This
is the only company who is having more organised and proper channel of
distribution in comparative to competitors. Company is only facing the problem
with the price, so, company has to only consider that point of view to how to
reduce the price with the best quality of the products.
On the basis of my survey and data collection through questionnaire it
can easily predict that majority of the customers are with Ceasefire.
On the basis of my survey and data collection through questionnaire it
can easily find out that all the customers are satisfied with the quality of
the products of ceasefire.
On the basis of my survey and data collection it can infer that most of the
customers are switching there brand due to the high price of ceasefire.
References
1. Website
www.ceasefire.com
www.wikipedia.com
www.proquest.com
www.ssrn.com
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www.google.com
2. Magazine and news paper
Business world
India today
Times of India
Economic times
Bangalore times
Annexure
APPENDIX
A SURVEY REPORT ON Market analysis and competitors analysis of fire
extinguisher.
DEAR SIR/ MADAM,
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SURVEY
IS
BEING
CONDUCTED
BY
OUR
INSTITUTION
CONCERNING THE ABOVE MENTIONED TOPIC. KINDLY CO-OPERATE

BY FILLING UP THE QUESTIONNAIRE.
QUESTIONNAIRE
Q.1 do you have a Fire Extinguisher?
o Yes
o No
Q.2 how would you consider the knowledge of Fire Safety in day to day
life?
o Mandatory
o Requirement
o Not Essential
Q.3 what are your reasons for having a Fire Extinguisher?

o Government norms
o Company Norms
o Employee Safety
o Asset Safety
o Saving Tax
o If other, specify..............................
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Q.4 how many times did you use yours fire extinguisher to protect yours
asset from fire?
o
o
o
o
o
One time
Two times
Three times
Fourth times
None
Q.5 your Fire Extinguisher is a product of ---------------- Company?

o Ceasefire
o Usha Armor
o Safex
o Excellent
o Minimax
Q.6 your reasons for choosing that particular brand of fire extinguishers
are:
price
Quality
Services
Availability
Q. 7 How long have you been using this brand of fire extinguishers?
o < 6 months
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o 6 months 1 year
o 1 2 years
o 2 3 years
o >3 years
Q.8 how did you come to know about this brand of fire extinguisher?
o Magazines
o News papers
o T.V. commercial
o Peers
o Others (please specify)................................
Q.9 Have you used any other brand of fire extinguisher?

o Yes
o No
Q.10 If yes, please specify..............................
Q.11 what are your reasons to switch between different brands of fire
extinguisher?
o price
o Quality
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o Services
o Availability
Q.12 how do you rate your experiences using different brands of fire
extinguisher?
Rating- 1 (Very High), 2 (High), 3 (Moderate), 4 (Low)
Featues
Price
Services
Avalibility
Design
After sales
services
ceasefire
usha
armor
safex
minimax
excellent
Q.13 would you like to contribute your suggestions for better service from
Ceasefire Industries private limited?
________________________________________________________________
Respondent Information:
Name:
Age:
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Occupation:
Income level:

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On

Market Analysis and Competitors Analysis of Fire Extinguisher

Submitted To:by:Prof. Rupesh Kumar Sinha

IFIM BUSINESS SCHOOL

hereby declare that the project report

entitled Market Analysis and Competitors Analysis of Fire Extinguisher

Introduction to the problem

Title of the study

Statement of the problem

Objective of the study

Scope of the study

Limitation of the study

Tools for data collection

Methods of data Analysis

Primary Data Analysis

Introduction to the study

Oxygen (more properly, an oxidizing agent)

Fuel (a reducing agent)

Class A fires are those fuelled by materials that, when

Class B fires involve flammable liquids and gasses,

Stage 2:- CRITICAL

Objectives of the Study:

To understand about the company

Scope of the study:

the process of Direct Marketing at Ceasefire industries to make it more

Limitations of the study:

customers. It is backed with two technologically advanced manufacturing units

Easy snap safety seal

Ceasefire has designed a comprehensive training package to keep our clients

This is also known as Ideal fire protection, it consists of: - Prevention,

Home safety products

State-of-the-art Pressure Gauge

Virtually every Ceasefire extinguisher comes with ISO 9001 and CE

A,B,C & ESF

A,B,C & ESF

B,C & ESF

B,C & ESF

A,B,C & ESF

The advantages of having Ceasefire products

Absolutely zero maintenance required for the extinguishers during

Ceasefire has also set up a dedicated toll free Helpline.

8 Tank Process: Each container goes through 8 tanks of chemical

Bangalore's Carlton Towers sealed, cases booked against owners

Bangalore Fire Brigade director D.B. Chengappa told IANS.

Theories applicable to the study:

SPANCO - Effective monitoring of the prospect to customer conversion

SPANCO stands for:

Suspect :- Definition of the target

Prospect:- Identification of the lead

Evaluation and qualification of requirements,

identification of the solution

Negotiation:- Negotiation process

Closing:- Finalization of the order

Order Ongoing: - Account follow-up (up and cross-selling, etc.) Order

Marketing is human activity to satisfy human needs and wants, profitably.

Branding, Brand Identity and Brand Equity

business person. According to Philip Kotler consumer satisfaction is defined on,

Quantitative /Qualitative analysis

Tools for data collection

focusing on business information. In statistical applications, some people divide

Q.1 Do you have a Fire Extinguisher?

Having Fire Extinguisher

Q.3 what are your reasons for having a Fire Extinguisher?