INTERIM REPORT

ON PROJECT TITLED

“MARKET RESEARCH AND COMPETITIVE ANALYSIS IN

MIXER GRINDERS FOR TTK PRESTIGE”

Submitted By: - Ankit Gupta

Roll No 15, Batch 12

 ABSTRACT

TTK Prestige is one of the pioneers in the Kitchenware and Home Appliances and is enjoying a
great brand name for the last 45 years. It is the largest manufacturers of Pressure Cookers and
has been forefront in introducing several innovations like Gasket Release System (GRS), Gasket
Offset Device (GOD) and Double Locking System in India. The product range of the company
includes Pressure Cookers, Non-Stick Cookware, Rice Cookers, Kitchen Hoods (Chimneys), LP
Gas Stoves, Mixer Grinders and many other small electrical appliances.

Mixer Grinder is one of the key areas that contributes a lot to the overall business and
profitability of the Company. The company was the market leader in the Mixer Grinder market
till November 2009 but lost its market share to Preethi which has emerged as the Market leader
since then. Since last November Prestige has sold 52,000 units while Preethi has sold 80,000
units.

The project involves doing a Market Research in Mixer Grinders for TTK Prestige. The Dealer
and the customer satisfaction survey involve identifying the pitfalls in the selling and distribution
channel and the problems that is being faced by the dealers and the customers. The survey would
help us in finding the strategies that are currently being implemented by the competitive
companies to capture the market share. The survey also focuses on expanding the dealer network
of the company by finding new potential dealers who are interested and willing to deal with the
company.

Once I am able to figure out the problems faced by the dealers, customers and the selling and
distribution channel, I would be recommending solutions which if practically implemented can
help the company in long run by establishing good long term relationship with the dealers. This
all will ensure that company emerges as the market leaders in the Mixer Grinder market.
 GOALS

The main objective of this Summer Internship is to get practical exposure and understanding of
various functions in the Kitchenware and Home Appliances Industry. The Project titled “Market
Research and Competitive Analysis in Mixer Grinders for TTK Prestige” has been
undertaken with some of the following defined goals –

 Understanding the Selling and distribution channel of the company

 Designing a questionnaire for dealers and customers

 Identifying the problems faced by dealers and the customers

 Identifying new potential dealers who are willing to deal with the company

 Identifying the pitfalls in Selling and distribution channel

 Analyzing the strategies that is being followed by the competitive companies

 Recommending solutions that will help Prestige emerge as the Market Leader

The value addition of this project for the company involves identifying the new potential dealers
who are willing to deal with the company, understanding the strategies of the competitors and
then finally recommending solutions which if implemented by the company can help the
company in capturing the market share.
 METHODOLOGY FOLLOWED

This project is a mixture of both theoretical as well as practical knowledge. The methodology for
the project is as follows:-
 SCHEDULE

This project on Mixer Grinders is expected to be completed in time span of 2 months which
involves a Market research for the entire Bangalore City. The entire Bangalore region has been
divided into two tiers by the company which is taken care by Territory Sales Officer (T.S.O).The
schedule of the project is as follows

a) Understanding the Selling and Distribution Time taken - one week

Channel of the company and briefing by the
Company Guide

b) Designing the Questionnaire for Dealers and Time Taken – three/four days
Customers

c) Market Survey for Dealers and Customers in Time Taken – one month
Bangalore City

d) Analysis of Findings Time Taken – one week

e) Preparation of Report Time Taken – one week

 REFERENCES/BIBLIOGRAPHY

Books
• Marketing Management, Philip Kotler
• Competitive Advantage, Michael E. Porter
• Research Methodology, Kothari
• Market Research, Nargundkar
• What’s in a Brand , John Philips Jones
• Building Strong Brands, David A. Aaker

Websites

• www.ttkprestige.com
• www.prestigesmartkitchen.com
• www.prestigekitchenboutique.com
• www.preethi.in
• www.bim.edu/pdf/cwisdom/Interview_TTK_Prestige.pdf
• www.economictimes.indiatimes.com/news/news-by-industry/cons-
products/electronics/Preethi-is-largest-selling-mixer-grinder-brand-in India/article
show/5529318.cms