A

SUMMER TRAINING

REPORT

ON
“Market potential of Water Heaters in Jaipur market and
Market Share of Jaquar AO Smith Water Heaters in it”

FOR

Jaquar & Company Pvt.Ltd.

Submitted to: Under the guidance of:

Mr. Pankaj Tiwari Dr.Apoorva Palkar

Branch Head (Jaipur) Director

Jaquar Pvt. Ltd SIMCA, PUNE

Mr.Santosh Submitted By:-

Sales Person Mr.Sandeep Soni

Jaquar PGDM (AICTE)

1
 TABLE OF CONTENT

Abstract……………………………………………………………4
Preface……………………………………………………………..5
Acknowledgement………………………………………………...6
Declaration………………………………………………………...7
Certificate………………………………………………………….8
Executive summary of project……………………………………9
Literature review………………………………………………….10
Need of study………………………………………………………11
Objective of project……………………………………………….12
Scope……………………………………………………………….13
Introduction……………………………………………………….14
History of company……………………………………………….15
Jaquar with AO Smith……………………………………………17
Marketing alliance………………………………………………..18
CSR………………………………………………………………...22
Manufacturing Unit……………………………………………….23
The Technology……………………………………………………25
Achievement……………………………………………………….26
2
Going Global………………………………………………………26
Marketing Strategy……………………………………………….29
The Future………………………………………………………...31
Products……………………………………………………………32
Major Competitors………………………………………………..36
Research Methodology……………………………………………38
Limitation………………………………………………………….47
SWAT……………………………………………………………....50
Recommendation…………………………………………………..54
Conclusion………………………………………………………….55
Bibliography………………………………………………………..56
Questionnaire……………………………………………………….57

3
 ABSTRACT

In this project I have studied “Market Share of AO Smith Jaquar Water

Heaters in Jaipur area.’’ Jaquar AOSmith Water Heaters are manufactured by
Jaquar & comp. Pvt.Ltd. In this competitive era of marketing where the satisfaction
of customers towards the product has become first priority. It is very important to
analyse the customers’ behavior. Every company determines the price of its
products, sales promotion etc. according to the market requirement. Direct
marketing is one of the effective medium sales promotion because it is directly
related to customers. With the help of direct marketing company enhances its
brand image. Without putting customers on top, no company can get success. To
get success every company should target customers because market is totally
customer oriented.

This project report evaluates the position of Jaquar AO Smith Water Heaters in
jaipur market and the role of direct & indirect marketing. Finally I have given
some views and suggestion to the company for its market strategy.

4
 PREFACE
In spite of the theoretical knowledge gained through classroom study, a person is
incomplete if not subjected to practical exposure of real corporate world .He may
have to face hurdles, which will be difficult to overcome without any first-hand
experience of business. In this context, research program has been designed to
make the person aware of happenings of the real business world. The project
entitled “Market share of Jaquar AO Smith Water Heaters in jaipur area’’ with
special reference to Jaquar, has been done at jaipur as a completion part of PGDM
program.
In our summer training, we worked upon the analysis of the position of Jaquar
water heaters in jaipur by the Electronic Dealer Survey, Sanitary Dealer
Survey,Customer Survey in different areas of jaipur through the personal contact,
interview and questionnaire . During my summer training, I got an opportunity to
apply my theoretical knowledge and meaningful concept to actual business
condition and to familiarize with the marketing activities of the products . All the
works done on this project report is confined to my broad objective.

5
 ACKNOWLEDGEMENT

At the successful completion of my summer training at Jaquar & Company Pvt.Ltd

at JAIPUR I would like to express my gratitude and thanks to Mr. Pankaj Tiwari
(Branch Head) Mr.Santosh (Sales Person) and all the staff member of Jaquar &
Company Pvt.Ltd at JAIPUR, for the guidance , support and help, without which
the completions of this project was not possible.

Equally , I am also grateful to Dr.Apoorva Palkar (Director,SIMCA), for her

valuable guidance and support. I would also like to take this opportunity to
express my gratitude to all our PGDM. teachers, who were the source of
inspiration and motivation all through the program.

Finally, I would also like to take this opportunity to express my gratitude to all the
members of Jaquar & Compant Pvt.Ltd. and faculty members of Sinhagad Institute
Of Management And Computer Applications for sharing their helpful ideas during
this project .

SANDEEP SONI

6
 DECLARATION

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled “Market
potential of Water Heaters in Jaipur market and Market Share of
Jaquar AO Smith Water Heaters” written and submitted by me to the
Sinhgad Institute Of Management And Computer Aplications, Pune in partial
fulfilment of the requirements for the award of degree of Post Graduate
Diploma In MAnagement under the guidance of Dr.Apoorva Palkar is my
original work and the conclusions drawn therein are based on the material
collected by myself.

Place : Pune (Name)

Date: Research Student

7
 EXECUTIVE SUMMARY OF THE PROJECT

Jaquar & Company Pvt. Ltd. is a very well-known company. They manufacture
faucets,water heaters,chandliers etc.. It is the market leader in bathroom fitting
segment.

After a successful foray into the faucets,chandlier now the focus of the company
management is shifting on the electronics item like Water Heaters

The project is related to market potential and market share. The market potential of
Water Heaters in the official records was delusively less. Keeping in view the high
practically observed market potential of Water Heaters in Jaipur, my project guide,
Mr. Pankaj Tiwari decided the title of the project.

It was decided that I should visit all the Electronic Dealers , Sanitary Dealers , and
Customers to collect the information about the sales from them and then interpret
the results to calculate the market potential and market share of Water Heaters.

There are around 70 dealers located across Jaipur. I did a Delphic survey of all
these dealers and collected information from them regarding their yearly sales of
water heaters.

After collecting all the data, it was interpreted to deduct meaningful interpretations.
The results obtained were very different from the company records. The results
came as eye-openers for the company officials.

The project came to denouement with the preparation of the project report.
8
 LITERATURE REVIEW

Market potential:

Market potential is the limit approached by market demand as industry marketing

expenditures approach infinity for a given marketing environment. The term
Market potential is used with reference to the industry as a whole. That is total
water heaters sold in jaipur market.

Market share:

Market share of a player in an industry is defined as the ratio of the units of

product sold by that particular player to the sum total of units sold by all the
players in the market. That is total water heaters sold by particular company
divided by total market potential multiply by hundred.

9
 Need of study

The underlying motives of the research were to furnish the organization with vital
information and facilitate the researcher to gain a practical insight to the market
scenario. The study proved significant in terms of catering to the interests of both
the company and the researcher.

This will help organization to know what is the present Potential of Water Heaters
in jaipur market and will able to know what is there market share in Waters
Heaters in jaipur market.

This will help to the researcher to know the Water Heater Industry industry better.
To know how the Water Heaters are sold in the market, how customer chose water
heaters in the market, what are the expectations of customers to the company, how
to chose water heater for your home, what are dealers expectations, which
company has pull strategies and which company has push strategies and many
more.

The questions asked by me from the dealers are developed by me with the help of
my seniors in Jaquar & Company Mr.Pankaj Tiwari and Mr.Santosh.

10
 OBJECTIVE OF THE PROJECT

 To find the market potential of jaipur market in Water Heaters.

 To find the market share of Jaquar AO Smith Water Heaters in Jaipur.
 Yearly sales of Jaquar AO Smith in jaipur market in Water Heaters.
 To find out customers choice,which company’s water heater they use.
 To find out what customers look while purchasing Water Heaters.
 Are the customer brand specific.
 To find out what dealers expect from the company.
 To find out margin of the dealers from different company they were getting.
 To Find out Yearly sales of the dealers in Jaipur market.
 To find out which water heater dealer sale more branded or local.
 To find out which company’s water heaters they sale more and why?
 To find out whether customers are aware of any water heater manufacturing
company.
 To find out are the customers aware of Jaquar AO Smith Water Heaters.

11
 SCOPE

The scope of the study has been limited to a water heaters manufacturing majors. It
does not extend to all the segments available in the market.As we are dealing with
bathroom fitting products, so there is large scope in bathroom fitting sector
subdivided into Faucets ,Wellness products ,Utility products ,Water saving
products, Flush Valves/Cisterns , Lighting Product

Only jaipur city has been covered in this study. Any development in the water
heaters market after June 2010 is beyond the scope of this study.

12
 INTRODUCTION

In today’s world of intense competition and rapid dynamism, all the companies
worldwide are tuning their focuses on the customer. Suddenly, the customer had
succeeded in capturing all the attention of the companies towards him, so much so,
that the once famous maxim, “customer is the god” has become so true and
relevant today. There has been a “paradigm shift” in the thinking of these
companies and none other then the customer has brought this about.

Earlier there was a sellers market, since goods and services were in short supply
and the sellers use to call the shots. But, ever since the advent of the era of
globalization, there has been total transformation in the way the customers being
perceived. Today, marketers are directing their efforts in retaining the customers
and customers’ base. Their focus has shifted towards integrating the three elements
people, service and marketing. The customer’s importance has assumed
imponderable proportions in today’s world, because of the inherent value that the
customers command. A customers can “make or break” a company. It is the
responsibility of every company to see that all its customers are equally satisfied
with them, for one single dissatisfied customer will tell at least nine others about
the dissatisfaction and will spark off a chain reaction and spell doom for that
company. In such scenario, retention of the existing customers assumes diabolical
proportion. Research has thrown light on some important aspects of customers’
retention it has been proved empirically that acquiring new customers can cost five
times more than the cost involved in satisfying and retaining current customers.
In the past, the customers was taken for a ride, as there were not many players in
the fields, not much importance was attached to product safety, quality, service and
product appeal.
13
The attitude of the manufacture was that of “caveat – emptor”. Thanks to the
government policies on liberalization, globalization and privatization (LPG), the
market scenario has changed today.

Today, the customer has a host of defense mechanism like the customers protection
laws, regulation of the government, the powerful hands of the organization,
customers’ courts, switching to substitute or competitors that offer at competitive
prices, etc. The maxim,” caveat – emptor” has been replaced by “caveat venditor”.
In the past, after sales service was consider as a cost center, Companies were
lethargic in attending to customers complaints. Availability of trainee service
personal and quality genuine spare parts posed serious problems. However, with
the rising competition, there could not be much product differentiation, as price
and quality were comparable and latest technology was to each and every company
in the field. Since, there could not be much differential a tangible assets, the
companies concentrated on the “intangible assets”, namely the “service factor”,
which served as a major differentiator. Today after sales service is an important
aspect of every company, and it is no more considered as a cost center, but
considered as a profit center. Every organization strives hard to retain its existing
customers at any cost since it is five times costly to get a new customers, then to
retain an existing customers. Today most of the industries use information
technology to best services to their customers.

14
 History of The Company

The early beginnings:-

The Jaquar saga began in 1960, when a determined Mr NL Mehra decided

to start a bath fittings business. However, this industry was still at a very
nascent stage in India and the technology to make high quality bath
fittings did not exist in the country. But he simply followed his instincts and
took the plunge with an entrepreneurial spirit and a passion to excel as his
only resources.

Little did he know that some day, he would not only be hailed as a pioneer
in the field but would continue to give it future direction in the decades to
come.

The birth of Essco:-

Mr. N L Mehra launched a company, which he named Essco Sanitations and

began to manufacture quality taps. This marked the first phase of the
Jaquar saga. Single-minded in his purpose, his sole aim was to
manufacture bath fittings of a consistently high quality. His approach was
distinctly customer-centric and he offered hitherto unparalleled customer
services. As it happened, he was very successful in his endeavours. Essco
steadfastly became known for its high quality, a fact that generated
tremendous brand equity for the Company.

15
In many ways, Essco laid the foundations for greater things to come. For
one, it firmly set the benchmarks for stringent quality standards in all
products. Among its biggest achievements was the fact that it succeeded in
establishing unparalled goodwill in the market, in terms of relationships
with its customers and the trade. Many of those links remain as strong
today - almost half a decade later.

Jaquar is launched:-

As he steered Essco to a top position in the domestic market, Mr. Mehra

gained a penetrating insight into the bath fittings industry and its future.
He set about to create another copany to meet India's requirements of
products which were in step with the latest design and technology
principles of international markets.

In 1986, Jaquar & Company Ltd. was formed.

The rest is history:-

Today, the Jaquar Group as a whole has emerged the undisputed market
leader in the field of bath fittings in India. Heralded as a torchbearer of
change through its policy of continuous innovation and upgradation of

16
technology, Jaqar has completely revolutionized the way the bath fittings
industry used to function in India

Jaquar teams up with AO SMITH

Today, A O Smith Water Products Company, the largest water heater

manufacturer in North America; a division of
A O Smith Corporation, is a global leader in innovative technology and
energy efficient solutions.

A O Smith team has conducted numerous focus group studies and spent an
endless number of research hours determining what India wanted in a
water heater. Backed by 70 years of proven technological advances A O
Smith India has created a stylish design with features demanded by the
Indian consumer.

Jaquar, the multi-faceted leader in the world of bath fittings in India is

driven by a mission to provide its customers with quality bathware
solutions. Set up in the year 1986, it has evolved in tune with the changing
customer tastes and preferences. Throughout, it has remained steadfastly
committed to its philosophy of standardisation, total quality and customer
satisfaction, no matter what the cost. To further its commitment to
customer delight, Jaquar has tied up with
A O Smith to bring a premium range of water heaters in India.

17
 Marketing Alliance

The Company has built strong alliances and relationships with international
market leaders in the field such as:

Jaquar's collaborations with Swarovski, the foremost name in crystals.

Swarovski manufactures exclusive crystals especially for premium Jaquar
bath fittings marked under the name Rendezvous Crystal Collection. As a
result of this collaboration, Swarovski has been able to penetrate the
Indian market and Jaquar has been able to offer an excellent product to its
customers.

Jaquar has also tied up with Gebruder Mitterhuber and brought to India
their exquisite chendaliers studded with Swarovski Strass Crystals.

Jaquar continues to explore avenues for meaningful collaborations and

allowing synergies to work.

18
In 1936, A. O. Smith developed and patented a process to glass-line water
heaters.
Today, A.O. Smith Water Products Company; the largest water heater
manufacturer in North America, has gained the respect and support of
home owners, contractors, architects and specifying engineers in over 60
countries by providing innovativetechnologiesandenergyefficientsolutions.

Based on feedback from numerous focus group studies conducted

throughout india and an endless number of hours of market researh, A.O.
Smith and Jaquar have formed a partnership; utilising their individual
strengths, to provide the A.O. Smith-Jaquar Elite Series for consumers who
are demanding an endless supply of style and comfort.

Another distinguished collaborator of Jaquar is Aquis, the leading name in

sensor taps and other sensor-controlled products. A pioneer in the sensor
technology, Aquis commands 95% share of the sensor-controlled products
reaching discerning consumers in India.

19
Docol has built success in Brazil, it is a pioneer in technological advances in
Brazil and Latin America. In 1976, after extensive research and testing, it
was the first to introduce a silent operation flush valve, free from water
hammer and with low consumption of water, all in a single body
construction and with a great variety of finishes. It was also the first to
release basin pillar taps and valves with automatic shutoff in South
America. It was also the first to launch a vandal-resistant line of fixtures
and the first to offer a complete product line for Dry Wall constructions, in
addition to other innovative solutions.

Jaquar Lighting Division has enamoured many and is sure to carve a niche
with its elegant designs and chic styling. Partnered by globally renowned
organizations and internationally acclaimed lighting goods companies
known for their innovative ideas and sophisticated designs, Jaquar is all set
to light up your lives and become a capable and expert provider of quality
and designer lighting goods across price-points to corporate, commercial
and residential segments. Partnering with international player Artemide
from Italy.

Jaquar intends to turn your home and office into an anviable masterpiece.

20
Established in 1986, Jaquar has emerged as the undisputed leader in
quality bath fittings in India. The keywords of progress and development at
the Jaquar house are evolution, innovation and up gradation

With its immense penetration into the domestic and overseas markets,
Jaquar is poised to take a giant leap forward to explore new dimensions.
With this pursuit, Jaquar has spread its wings and joined hands with a
German firm, Horst Breuer GmbH & Co., a member of the MASCO Group of
Companies, USA.

Based in Neuweid on the Rhine in Germany, committed to the philosophy:

"Showering & More! More quality, more functionality, more service,...
simply more showering culture!" Breuer has set standards for itself.

Jaquar and Breuer bring 'Liveable' Trends for your bathroom.

Glass Idromassaggio was established in 1990 by a group of businessmen,

who were absolutely convinced that the hydromassage systems, at that
time for the few, would become popular. This far-sighted hunch laid the
bases for constant development.

21
Encouraged by growing public approval, Glass became a joint stock
company and built today?s head office and facilities in Oderzo, which over
the years have been extended from the initial 7,000 m2 to the current
22,000 m2.

After a decade distinguished by an exponential increase in sales both in

Italy and abroad, in 2000 Glass Idromassaggio S.p.A. became part of the
Masco group. This American multinational includes many well-known
European brands, such as Hansgrohe, Hueppe, Damixa, Thermic plus
another 30 companies, making it one of the foremost manufacturing
groups of bathroom fixtures and fittings in the world. Being able to exploit
group synergies has enabled Glass to increase its penetration of the
European markets.

Founded in 1947, the Siamp group is based since its early days in the
Principality of Monaco.Toilet seat covers, tanks, mechanisms, float valves,
evacuations, suspended sanitaries, covering, care and ventilation solutions:
Siamp designs, manufactures and distributes a wide range of products and
systems for the restroom space

22
 Global partner of the leading ceramic manufacturers and hundreds of
distributors, Siamp is in permanent contact with an ever growing market.
.

MISSION

To be a truly World Class Company in all respects exceed our customers

expectations in quality, delivery and cost effectiveness through continuous
product innovation, cutting edge technologies, and customer interaction

CSR

 We make a serious effort to ensure environment conservation.

 We have gone the extra mile to create an eco-friendly environment by
building a zero waste plant.
 Every possible anti-pollution system has been installed to ensure that no
recyclable matter is ejected outside the factory grounds.
 As a result, we have achieved a state of zero waste emission and no
pollutants are discharged into the environment.
 We have also minimized the use of precious natural resources, and go to
great lengths to recycle water by the process of rain harvesting.

23
 Manufacturing Unit

At Jaquar, we believe that it is our judicious mix of ultra modern

technological set-up and the finest human resources which not only
generate products of the finest quality but also an optimal level of cost
economies for our Company.

 The world's most advanced plant and machinery sourced from top global
manufacturers
 A 'no compromise on quality ' attitude results in the latest technical
developments, in production processes.

The Manufacturing Unit:-

 A most modern manufacturing unit and one of the biggest in Asia

 Spread over a total area of 21,500 sq. meters, and a current average
production of 30,000 units per day, with scope for further enhancement
 An almost completed, second manufacturing unit, to take the daily
average production even higher

24
25
 The Technology:-

 The world's newest, most relevant technological solutions

 A well-equipped Research & Development Centre with the latest 3-D
Modeling Design software to carry out design functions and define
technical specifications
 An entirely in-house production process, for tight control over the
minutest of details of the production process and the highest quality at
every stage - from the fabrication of components to the finishing and
polishing to putting together the final product
 The first company in India to install Semi Auto Low Pressure Die Casting
Furnaces
 Advanced Silica Core Technology guarantees defect-free, even finish and
uniform wall thickness on the inside section of the products
 Entire machining carried out on fully automatic and semi automatic high-
speed high precision machines
 Auto polishing machines, grinding machines and a highly advanced
chemical coating plant ensure excellent finish
 The testing laboratory is equipped with Pneumatic Testing Machines and
Endurance Test machines to test and produce zero error product
 The widest, most comprehensive range of bath fittings, ranging from the
quarter-turn, single - lever and sensor products to the ultimate in high
technology, the thermostat products
 All Jaquar products of international quality and meet with the BSEN 200
Certification

26
QUALITY:-

For Jaquar, excellence is its own reward. It's an attitude that shows in
every single activity we undertake. It shows in our work culture,
management style and future planning. It also shows in every single piece
manufactured by us - be it the workmanship, design, material used or the
technology. The extraordinary pull of Jaquar products is a manifestation of
the focus on excellence.

As a result, Jaquar has been awarded several well-known international

awards for Quality. Jaquar looks at these honors as appreciations of its
efforts. The awards are motivators. That's because, at Jaquar, we never
rest on our laurels. A goal achieved is never an end in itself. It's a
milestone. The real award for us is customer satisfaction.

Jaquar has been awarded the Superbrand status two times consecutively.
It is the only company in the bath fittings industry to receive this. The
Company now figures in the list of 800 of the most respected and preferred
brands in India.

27
 Achievement

Jaquar Got Various Award for their quality products:-

Fulham Geissler Award for Quality:-

 Saudi Arabian Standards Organization - (Saudi Arabia)

 Water Regulations Advisory Scheme - (United Kingdom)
 Thai Industrial Standards - (Thailand)
 United Kingdom Accreditation Service - (Europe)

28
 Going Global

The Company's focus is very clearly set on globalization. Jaquar aims to

establish itself firmly in the world's top markets, to be acclaimed as an
international brand.

Jaquar has positioned itself strategically in the United Kingdom, Middle East
and Far East. And its products have been very well received in international
markets, where they have successfully competed with major international
brands

Jaquar Offices Across the Globe:-

Europe:-
United Kingdom

M/S. Just Taps Plus Limited

Unit # 3, Tomo Industrial Estate.
Packet Boat Lane.
Cowley. Uxbridge. Ub8 2jp

29
London (U.K.)
Phone # +44 1895 442211
Email : Justtapsplus@Btconnect.Com
Sales_Justtapsplus@Hotmail.Co.Uk
Middle East:-
UAE-Dubai (Office & Warehouse)
Jaquar Middle East Llc
P.O. Box No. 39869,
Behind Galadhari Driving Institute,
Dubai (Uae)
Phone # +971 4 2676006
Mobile # +971 505526990
Email : Jaquar@Emirates.Net.Ae /
Nazir@Jaquar.Com
Qatar
M/S.Al Abbas Gallery,
Po Box 8968,
Air Port Road, Qatar
Phone # +974 4675167
Mobile # +973 39744555
email : menon@alabbas.com.bh
Oman
Khimji Ramdas Llc
Mirqabat General Trading Establishment
P.O. Box: 22478, Dubai (Uae)
Tel# 00971- 42629100
Fax# : 00971-42692165
Email: antony@alshayauae.ae
Bahrain
M/S. Y.K.Almoayyed & Sons
P.O.Box no.143, Manama,
Kingdom of Bahrain
Phone # +973 17211211
Mobile # +973 39648081
email : ashy@almoayyed.com.bh
Saudi Arabia
Ajay Kumar Raj Bhatia Factory for Metal
30
P.O.Box: 19 Recycling
Muscat-100, 2712 Al. Hamra – Office No. 3
Sultanate Of Oman Jeddah – 23212 – 7181
Phone # +968 24852737 Jeddah,
Mobile # +968 99103522 Kingdom Of Saudi Arabia
email : karnakar.bmd@khimjiramdas.com Phone # +966 26678521
Fax # +966 26678572
email : ajay123@eim.ae

ASIA:-
Thailand Sri Lanka

Richy Rich Intertrade Co. Ltd. / Rich Healthcare Key Group Three ( Pvt) Ltd.
Ltd. Showroom : 462 T.B.Jayah Mawatha,
8/62 Moo8, Colombo – 10, Sri Lanka
Mooban Phiboon, Charansanitwong 35 Phone # +94 11 2673525, 2688809, 2674999
Bangphrom, Talingchan, Fax # +94 (011) 2688808
Bangkok 10170 Contact Person: Mr.P.S.Jayaratne,
Phone # +662-8659992-3, +662-8650906 Mr.Adrian Siriwardena
Fax # +662-8659993, 00662-8651184 , Ms.Kiruthigha Ramasamy
Email : info@rrintertrade.com Phone # +94 775590596
Email: Keygrp3@Sltnet.Lk,
Kiruthigha@Jaquar.Com

AFRICA:-

Nigeria Kenya

Namoh Industries Nigeria Ltd. Ideal Ceramics Ltd

96, Nnamdi Azikiwe Street Makande Road,Shimanzi
P.O.Box 9808, Lagos, Nigeria P.O Box 82271
Phone # +234 (01) 2667071, +264 (01) 2663843 Mombasa - Kenya
Email: Ravibabani@Namohindustries.Com Contact Person: Mr.Darshit Agravat
Phone # +254-41-2490000
Fax # +254-41-2496075
Email: darshit@idealceramics.Com

31
 MARKETING STRATEGY

Strategic thinking is key to the evolution of successful marketing strategies of

Jaquar & Company. This involves the following analyses:

(a) Understanding markets: Strategic perspective of the market requires skilful

analysis of the trend and how they affect the market size and demand for the firm’s
product.

(b) Finding market niches: Price, service, convenience and technology are some
of the niches in Indian market.

(c) Product and service planning: Analysis of the customer’s promotion of the
brand, both of the firm and competitors, besides an analysis of the situation in
which the customer uses the product.

(i) Distribution: Structural changes in inventory management, mobile distribution

are some of the key factors that are going to affect the distribution process in the
Indian market.

(ii) Managing for result: With pressure on costs, prices, and margins, marketers
will have to make effective utilization of every rupee spent in marketing.

32
Market opportunity of Jaquar & Company:-

Identification of market opportunity is critical before the management of a firm

takes a decision to launch or diversify in any product area. This involves analysis
of the following:
✔Size of the market
✔Marketing strategies and the extent and quality of services rendered by other
firm in the industry.
✔Market programmed required to satisfy market wants
✔Identification of key success factors in an industry and linking them to a firm’s
strengths and weakness

Market opportunity

(a) Size of the market

(b) How well the market is served
(c) Prospective inches
(d) Marketing mix required to succeed
(e) Core competencies required

33
 The Future

At Jaquar, they believe in being in control of their destiny. They set ambitious
targets and believe in stretching themselves to outperform them. Therefore, the
leadership position in the Indian market notwithstanding, They have various
overseas tie ups which the quality of the product, And satisy the customer more
and more.Jaquar believes in building long time relation with their customers.

At home and abroad, Jaquar is looking to not only consolidate its leadership
position in various segments through newer, high technology products but also
through consistent organic and inorganic growth opportunities, in Bathroom
fittings and wate heaters.

Jaquar is already a leader in faucets and chandliers, now they are planning to
capture the market more and more in water heaters also . If the company continues
to grow at the current pace, they will touch the sky very soon. Continuous focus on
Good Quality and operating better service remains the hallmark of the company.
Adding to all this is the fact that bathroom fitting culture is changing in India and
people want modern and durable products from the company this is throwing up
fresh opportunities, as now there is boom in real estate and infrastructure is
increasing day by day it is a positive sign for us to increase our business. Therefore
the future is optimistic with promises of a virtuous cycle of growth.

Jaquar has one manufacturing palnt situated in Bhiwadi (Rajasthan).This plant has
modern facility and latest technology which help them to produce better quality of
34
products.Regular training is provided to the employees so that they easily adopt the
new technology nad give maximum output to the company. Jaquar dealer or
business partners are also chosen with great care.

Jaquar products are sold through a combination of outlets ranging from exclusive
dealerships to multi-brand and branded retail outlets.Jaquar has established various
Orientation Centers in so many cities of India as well as Overseas. In Orientation
Centers customer can easily avail the demonstration of each and every productof
the Jaquar.
The continuous upgradation of dealer knowledge is in Jaquar’s interest and
therefore their training is undertaken by the company.

Jaquar AO Smith Water Heaters-:

EWJ 6 Litres:-

Specifications

Capacity [ltrs.] 6

Power Supply 230V/ 50Hz

Wattage [kW] 2

Max Stdg. Loss [kWh/24h/45 C diff.]

0.792
[as per ISI 2082:1993 amended in 2002]

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.51

35
Reheating Time for 50 C rise [in min] 16

EWJ 10 Litres:-

Specifications

Capacity [ltrs.] 10

Power Supply 230V/ 50Hz

Wattage [kW] 2

Max Stdg. Loss [kWh/24h/45 C diff.]

0.99
[as per ISI 2082:1993 amended in 2002]

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.62

Reheating Time for 50 C rise [in min] 33

36
EWJ 15 Litres:-

Specifications
Capacity [ltrs.] 15

Power Supply 230V/ 50Hz

Wattage [kW] 1/ 2/ 3

Max Stdg. Loss [kWh/24h/45 C diff.]

1.138
[as per ISI 2082:1993 amended in 2002]

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.75

48 for 2kW
Reheating Time for 50 C rise [in min]
38 for 3kW

37
EWJ 25 Litres:-

Specifications

Capacity [ltrs.] 25

Power Supply 230V/ 50Hz

Wattage [kW] 1/ 2/ 3

Max Stdg. Loss [kWh/24h/45 C diff.]

1.386
[as per ISI 2082:1993 amended in 2002]

Actual Stdg. Loss [kWh/24h/45 C diff.] 0.924

72 for 2kW
Reheating Time for 50 C rise [in min]
58 for 3kW

38
CEWHR 35 Litres:-

Specifications

Capacity [ltrs.] 35

Power Supply 220V/ 50Hz

Wattage [kW] 1/1.5/2.5

Current (A) 4.6/6.8/11.4

Temp. Range (°C) 35~75 ± 5

Rated Water Pressure (Mpa) 0.8

Net Weight (Kg) 19

39
IN CEWHR model they also have Water Heaters with the Capacity of 50, 70 ,
100 Litres.

Key Features of all Jaquar AO SMITH Water Heaters:-

 Dual Glass Lined Heating element reduces electricity bills,increases the life
of the heating element and heats water faster.
 Blue Diamond Glass linning offers the best protection against tank
corrosion.
 Anode Road Protects the tank from Corrosion.

MAJOR COMPETITORS OF Jaquar & Company Pvt. Ltd in Water Heaters

in JAIPUR:-

 Racold Water Heaters.

 Bajaj Water Heaters.
 Venus Water Heaters.
 Symphony Water Heaters.
 Inalsa Water Heaters.
 Crompton Greaves Water Heaters.
 Remson Waters Heaters.
 Sphere Hot Water Heaters.
 Khaitan Water Heaters.
 Crown Water Heaters.
 Ajanta Water Heaters.
40
 Jaquar Sales Turnover of last 8 Financial Year

800
700
600
500
400
Series1
300
200
100
0
2002 - 2003 - 2004 - 2005 - 2006 - 2007 - 2008 - 2009 -
2003 2004 2005 2006 2007 2008 2009 2010

Note :- Figures in Crores.

41
 Research Methodology

Every project work requires research, successful completion of any project and
getting the genuine results from that depends upon the research method used by the
researcher. The whole research process used by us is as follows:-

1. Problem Formulation

2. Research design

3 Sample design

4. Source of data
(a) Primary source of data
(b) Secondary source of data
(c) Collection of data
(d) Analysis of data
(e) Interpretation of data
(f) Project report and writing

Research

Research can be defined as a careful investigation or inquiry especially through

search for new facts in any branch of knowledge. Redman and Mory defines
research as a systematized effort to gain new knowledge.

42
Marketing research
Marketing research is the systematic gathering, recording and analysis of data
about marketing problems to facilitate decision-making. Marketing research is the
systematic design, collection, analysis and reporting of data and finding relevant to
a specific marketing situation facing the company.

Type of Market Research

Marketing research is now placed under the control of some staff executive to
provide adequate information to the line of management. In these days of
specialization, various types of marketing research are adopted.

There are five major types of marketing research with several sub types.

1. Marketing performance research

2. Product research
3. Promotion research
4. Distribution research
5. Pricing research

Methods of data collection

The key for useful systems is the selection of the method for collecting data and
linking it to analysis and decision issue of the action to be taken.
The accuracy of the collected data is of great importance for drawing correct and
valid conclusions from the detailed investigations.

There are two types of data primary and secondary.

43
1. Primary data: - The primary data are those which are collected a fresh and for
the first time and thus happen to be original in character. There are several methods
of collecting primary data, particularly in survey and descriptive researches.
Some important methods of collecting primary data are:
a. Observation Method
b. Interview Method
c. Questionnaire
d. Schedules

2. Secondary data: - Secondary data are used means that are already available i.e.
they refer to the data which have already been collected and analyzed by someone
else and which have already been passed through the statistical process. Secondary
data may either be published data or unpublished data.

44
 COLLECTION OF DATA THROUGH OBSERVATION

We also use this method for the purpose of data collection. In this method we have
taken the sample of 50 houses of friends and relatives.
Through my personal observation I have observed the water heaters used in the
houses were 20 % of Jaquar and 80 % was Other.
This observation was done in the various areas of jaipur like Mansarovar,
Sanganer, Vaishali Nagar, Vidyadhar Nagar, Raja Park, Jawahar nagar, Shyam
Nagaretc.

45
 LIMITATIONS

1. Survey represent only Jaquar market position:- Because this survey is

conducted in jaipur . So we can not imagine through it nation level market position
of Jaquar& Company.

2. Non respondent:- In this survey many respondent are included which give no
idea according our survey objective .

3. Sample size is limited:- In this survey I have taken 40 electronic counters, 30

Sanitary counters, 50 Customers . The conclusion is find out through this sample
size. So it not represent the whole market.

4. Time is limited:- This survey is done within 6 to 7 week, so it may be possible

that some aspect may be left.

5. Falls information:- In this survey we can not say that every information correct
because many respondent gives falls information it may more positive or negative.

6. Financial problem:-Money play very important role in any work in this survey
there is also effect of finance because I have limited finance.

46
 PROJECT

TITLE:- Market potential of water heaters in jaipur market and Market

Share of Jaquar AO Smith Water heaters in it.

PLACE:- JAIPUR

SAMPLE SIZE:-

 40 Electronic dealers
 30 Sanitary Dealers
 50 Customers.

METHODOLOGY: - The data collected by two methods.

 Primary data collection.

 Secondary data collection.

47
In primary data collection, we have data collect from the personal contact,
interview, schedules and questionnaire. In secondary data, The data are also
available and we have observed through net and company.

UTILITY: - From the collection of data we analyses the market potential &
market share of Jaquar AO Smith water heaters & take valuable information of
water heaters industry.

RESULT: - The result is divided into the following categories:-

A:-DEALER SURVEY

 Analysis of brands sold by dealers.

 Analysis of water heaters sold by dealer in a year.
 Analysis of which company gives them more benefit.
 Analysis of customer purchase which water heaters branded or local.
 Analysis of what customers look into the water heaters when they purchase
it.

B:- CUSTOMER SURVEY

 Analysis Customer awareness about Jaquar Water Heaters.

 Analysis of Customer awareness about water heater company’s.
 Analysis of what they look into the water heaters when they purchase it.
 Analysis of what is the budget of the customers.
48
 MARKET POTENTIAL OF JAIPUR MARKET

After surveying almost all the dealers of jaipur market I have asked their monthly
sales of water heaters and after totaling those I find out the total potential of jaipur
market.

The total market potential of jaipur market comes out to be 10,420 water heaters.

The market share of Jaquar AO Smith Water Heaters is less. As their water heaters
was launched last year.There are some more reson due to which Jaquar water
heaters has less market share in jaipur market. Somre reasons are as follows:-

1. Less Customer awareness.

2. Less Advertisement.
3. Limited Dealers.
4. High Price.

49
 CUSTOMER MEETING

MEETING WITH The Customers-

 22 GODAM
 SHYAM NAGAR
 TONK PHATAK
 MANSAROVAR
 VAISHALI NAGAR
 VIDHYADHAR NAGAR
 SODALA
 NEW SANGANERI ROAD
 SHANTI NAGAR

50
CUSTOMER Awareness About Jaquar AO Smith Water Heaters.

Aware / Unaware NO. OF CUSTOMER %SHARE

Aware 25 50
Unaware 25 50

Aware
Unaware

51
 WHAT CUSTOMER LOOKS WHILE PURCHASING Water Heaters

PROPERTY NO.OF Customer

Less Power Consumption 30

Price 40
Brand 40
Long Life 5
Durability 35

45
40
35
30
25
20
15
10
5 Series1
0

52
ARE THE CUSTOMER BRAND SPECIFIC OR NOT ?

YES/NO NO.OF CUSTOMER %SHARE

YES 40 80
NO 10 20

90

80

70

60

50
Yes
40
No
30

20

10

0
No. OF Customer % share

53
 SWOT ANALYSIS OF JAQUAR Water Heaters
STRENGTHS

I. Jaquar is a stronger brand than some of its competitors. The customer

loyalty is better and the brand awareness and the brand recall are good.

II. Jaquar has got a wider range as compared to some of its competitors and
huge set of dealer with good attached customer base.

III. JAQUAR Pvt.Ltd. is the first Indian MNC company.

IV. Jaquar is a market leader in Bathroom Fittings.

V. Good financial condition of company to tackle/ meet any short term

financial shortage/requirement.

VI. Competitive price strategies of the company.

54
 WEAKNESSES

I. Jaquar is not the popular company in the water heaters segment.

II. Jaquar is not the strongest brand in the water heaters segment.

III. Prices of the product is high which is not affordable by Indian Customer.

IV. There are fewer Jaquar AO Smith water heaters distributors.

V. Less brand awareness.

55
 OPPORTUNITIES

I. There is a sustained high growth rate in the Indian economy. The penetration
of infrastructure is continuously increasing. As a result, a Large water heater
market has come into existence in India. It provides a huge opportunity to
Indian water heaters manufacturers.

II. The average spending power of Indian consumers is increasing. It provides a

good opportunity to the company for increasing its profit.

III. As Jaquar is market leader in bathroom fitting.Through its water heaters

product they can be the market leader in the water heater segment.

56
 THREATS

I. Aggressive marketing Policy adopted by the rivals. Representatives from

competitors like Racold,Bajaj,Venus visit the Retreaders more often than do
the representatives from Jaquar. Their regular visits fetch them more sales
orders and consequently, it increases their market share.

II. New attractive plans/schemes introduced by the competitors which provide

the retreaders better benefits.

III. There is lack of awareness among the consumers regarding the Jaquar water
heaters. This is the reason for low sales in the water heaters.

IV. The biggest challenge for Jaquar would be minimizing operating cost.
Because competitors have cheap range of water heaters in comparison to
Jaquar Prices.

57
 RECOMMENDATION

In our market analysis I found many block hole in marketing strategy and Jaquar
need to increase the awareness about their water heaters in the customer.

In our experience which I get within 45 days . I would like to suggest following
points.

1. Expand its advertisement , emphasis on personal advertisement.

2. Open more outlet in order to insure availability of product (Water Heater)
in JAIPUR market.
3. Make claim policy easy and give claim on demand.
4. To give more discount and gift in order to compete with competitor
5. Provide facilities to payment in installment.
6. To provide cheaper water heaters with advanced quality .
7. To make better study of its competitors strategy for monopoly in market.

58
 CONCLUSION

1. The market share of Jaquar AO Smith water heatres is very less in JAIPUR
market.
2. Only 50% customers were aware of Jaquar AO Smith water heaters .
3. Rate of Jaquar water heaters are high against with the other Company water
heaters.
4. After sale service (Claim) of Jaquar AO Smith Water heaters is very good.
5. 80% customers prefer branded water heaters in their bathrooms.

59
 BIBLIOGRAPHY

 (www.wikipedia.com)
 (www.google.com)
 (www.yahoo.com)
 (www.Jaquar.com)
 (www.racold.com)
 (www.bajaj.com)
 Kotler Philip, Marketing Management

60
 QUESTIONNAIRE

Questionnaire For Customers:-

Market Potential of Water Heaters in Jaipur Market.

Name:-........................................

Mob No:-.....................................

Address:-...............................................................................................................

..............................................................................................................................

61
 1. Are Aware of Any Geyser Company?

Yes/No.

If yes which company.............................................................................

2. Are you Aware of Jaquar Geysers?

Yes/No.

If Yes How Do You came to Know About Jaquar Geyser?

1. Advertisement.
2. Friends.
3. Retail Shops.
4. Sales Executive.
5. Any other Specify......................

3. What are Your Requirement For Geyser?

1. 10Litre.
2. 15Litre
3. 25Litre.
4. More....................

62
4 What is your Budget for Geyser?

1. Rs.3, 000 - 4,000.

2. Rs.4, 000 - 5,000.
3. Rs.5, 000 -6,000.
4. Rs.6, 000 & above.

5 How You Make Decision to Purchase the Geyser?

By Own/ Through Other Advice.

If Through others Advice Then Whom:

1. Plumber.
2. Architecture.
3. Friends.
4. Family.

6. What Do You Look Into The Geyser?

1. Safety.
2. Long Life.
3. Looking.
4. Less Power Consumption.

63
 5. Easy To Operate.

7. How Many Geyser You Want To Purchase?

1. One.
2. Two.
3. Three.
4. More.................

64
 QUESTIONNAIRE FOR DEALERS

Market Potential of Water Heaters in Jaipur Dealer Name:-

.....................................................

Mob. No:-........................................

1.Which Company’s Water Heater You Sell More & why?

1. Racold.
2. Bajaj.
3. Crompton Greaves.
4. Inalsa.
5. Venus.
6. Any Other Specify...................

Why.......................................................................................................................

65
...............................................................................................................................

...............................................................................................................................

2. Which Company Gives You More Benefit?

1. Racold.
2. Bajaj.
3. Crompton Graves.
4. Inalsa.
5. Venus.
6. Any Other Specify....................

3. What type of water heaters Customer Purchase More?

1. Branded.

2. Local.

4. Please Rate the following factors required the customer when they purchase
water heater?

1. Low Price( ).
2. Safety( ).

66
 3. Capacity( ).
4. Long Life( ).
5. Less Power Consumption( ).

5. Please Rate The following Factors which influence Buyer’s Purchase Decision?

No Factors Rate

i. Price of the product

ii. Quality of the product

iii. Availability of the product

iv. Brand name of the company

v. Previous Experience

vi. Advertisements

vii. Family/friends opinion

viii. Sales promotional activities

67
68