SUMMER INTERNSHIP

PRESENTATION

RAHUL PUROHIT


PGDM 3RD A.
 SUMMER INTERNSHIP
PRESENTATION

ANALYSIS OF PERFORMANCE OF
ASHOK LEYLAND IN INFRA-TELECOM
BUSINESS

AGENDA
COMPANY PROFILE.
PSB DEPARTMENT(POWER SOLUTIONS).

AL PRODUCTS.

ENGINE BUSINESS GROUP.

WHAT IS A DG SET?

GENSET MARKET.

COMPANY COMMITMENTS.

COMPANY ACHIEVEMENTS.

MANUFACTURING FACILITIES.

LEYPOWER GENSETS.

PRODUCT REFERENCES.

AL SERVICE NETWORK.

SALES AND SERVICE CHANNEL.


 AGENDA
MARKET SHARE ANALYSIS.
ANALYSIS OF AL PERFORMANCE.

RESULTS & DISCUSSIONS.

SUGGESTIONS & RECOMMENDATIONS.

IMPLICATIONS FOR FUTURE RESEARCH.


 COMPANY PROFILE
 History
• Ashok Leyland, the HINDUJA GROUP
flagship company in India, is a
leading manufacturer of commercial
vehicles with a products of vehicles
of 19 seaters to 80 seaters in
passenger models.
• The Company’s annual turnover
exceeds US $ 1 billion. It has a
production capacity of 77, 000
vehicles and 87,000 engines per
annum. The Company exports to over
 COMPANY PROFILE
Manufacturing Plants –
 – Number of plants – 6 (Engines)
 – Total covered area - app. 437,000 sq meters
 – Number of employees – app. 12000
• R&D - State-of-the-art facilities
• Technical / marketing tie-ups –
 – ZF, Germany for manufacturing synchromesh
 transmissions / gear boxes
 – Weichai Power Co.Ltd., China – for diesel engines
 marketing
• The first Indian automotive manufacturer to
 receive- ISO 9002 and QS 9000 certification.
 COMPANY PROFILE
• The company claims to carry over 60 million
passengers a day, more people than the
entire Indian rail network. In the trucks
segment the range varies from 16 ton to
25 ton range of trucks.
• However AL has presence in all truck ranges
from 7.5 tons to 49 tons.
• Ashok Leyland has a joint venture with
Nissan Motors of Japan in the year 2008,
through which it is trying to improve its
presence in the Light Commercial Vehicle
segment. By mid of 2010 their first
product will be rolled out in two versions-
1.25 tones diesel truck which will be first
LCV for AL.
 PSB DEPARTMENT
• To make better use of Engines produced
in excess by AL manufacturing unit
Power Solution Business was set up.
• But it came across a long way to attain
the status of Power Solution provider
than just being an Engine supplier.
• Market share of 95% in Marine engines
market and substantial market share
figures in the Special engines category
stands as evidence to this fact
 SALES IN PSB DEPARTMENT
• PSB offers Engines in three major
categories:
• Industrial Engines
• Genset and
• Marine Engines.
•
• PSB is selling Industrial engines (Special
application engines) to Proprietary
Equipment Manufacturers (PEM) who are
requiring engines for special purposes
such as agriculture, earth moving, road
building etc., and Genset engines to
Original Equipment Manufacturers (OEM)
who are in the business of selling gensets
SALES IN PSB DEPARTMENT
 AL PRODUCTS
– Commercial Vehicles –
Second largest manufacturer

More than 30 basic types of medium and heavy duty vehicles

for diverse applications in moving men and material

Vehicles for defense

– Engines – Diesel / Gas -

 Marine engines
 Diesel genset engines for 10-500 KVA
 Industrial engines – powering L&T-Komatsu,
 JCB, Caterpillar, Gujarat Apollo, Atlas Copco,
 Gas genset engines – 40 & 62.5KVA
•
 ENGINE BUSINESS GROUP
 Engines – fuel options
 Diesel
 Gas
 Applications –
 Marine (with gear boxes) for fishing, small cargo vessels & ferries

 Diesel gensets – 10 to 250 KVA

 Gas gensets - 40 & 62.5 KVA

 Industrial & construction – 40 to 200 PS

Market Share –

 – Marine - over 95%

 – Genset – 28%
 – Harvest combine – 95%
 – Major players in Industrial & Construction segment
•
 GENSET MARKET
 India is today, fifth largest power market in the world
compared to its eigth position in the last decade. India
in the grip of a power crisis, generator manufacturers
are coming with their innovations. Products like
standby power generators, inverters, uninterrupted
power supply systems and storage batteries are an
expanding market.
 Major drivers for Genset market in Indian economy :
 Booming Economy
 Increasing power demand
 WHAT IS A DG?
• A diesel generator is the combination of a diesel engine
with an electrical generator(often called an
alternator) to generate electric energy. Diesel
generating sets are used in places without connection
to the power grid.


• The packaged combination of a diesel engine, a

generator and various ancillary devices such as base,
canopy, sound attenuation, control systems, circuit
breakers, jacket water heaters, starting systems etc, is
referred to as a generating set or a gen set for short.
•
 COMPANY COMMITMENTS
 • Leypower Gensets are fully built DG sets solution
 - powered by Ashok Leyland ‘s Engine,
 - assembled and tested by Ashok Leyland, as per
 customers requirement and supplied across the country

•
 • Through Leypower we provide customer a “Single Window System”
 for his pre and post sales requirements

•
• We have geographically distributed manufacturing network to
 provide you a power solution at optimum cost

•
• We also have a team of dedicated Service Engineers spread across
 the country to provide after sales support during and after warranty
 COMPANY ACHIEVEMENTS
• In the year 2002, all manufacturing plants
were ISO 14001 Certified with EMS.
• 8 out of 10 metro state transport buses in India
are of AL.
• 98.5 % market share in Marine Diesel Engine
market In India.
• Leading supplier of Defence vehicles in world.
•
MANUFACTURING FACILITIES
• Leypower DG Set Manufacturing
•
 Facilities at:
 1) Pune (4 plants) : Operational
 2) Faridabad : Operationl
 3) Kolkata : Operational
 4) Pantnagar: Operational
 5) Banglore : Operational
•
LEYPOWER GENSETS
LEYPOWER GENSETS
 PRODUCT REFERENCES
 Reliance Infocom
 – 6500+ numbers supplied since 2008-
09
Reliance Web Store

 – 100 nos. so far

Reliance Petroleum

 – 150 nos. for retails outlets

Reliance JERP(jamnagar export refinery

project)
 – 200 nos. order under execution
Reliance other units

 – 250+ nos.
 PRODUCT REFERENCES @
TELECOM
• Indus Towers – 20000+ Till Dec’09
•
• Bharti Infratel- 3800+ Till Dec’09

•
• Aircel (Including TSP’s) – 7500+ Till

Dec’09
•
• BSNL India Ltd – 1850+ Till Dec’08

•
 PRODUCT REFERENCES @
MARINE
• Market leader in 40 to 190 Hp Marine Engine Market


•
• Proven gas engines for Commercial Passengers
Vehicles
 - major users DTC, BEST, GSTC
•
• Industry majors using Ashok Leyland engines as prime
mover
 – L&T
 – Caterpillar
 – Ingersoll Rand
 – Atlas Copco
 – JCB
 – Greaves
AL SERVICE NETWORK
Sales and service channel
 MAJOR COMPETITORS IN
TELECOM MARKET
• Kirloskar
• Cummins
• Mahindra
• Escorts
• Volvo
• Caterpillar
• Eicher
•
MARKET SHARE ANALYSES-
TELECOM
ANALYSIS OF ASHOK LEYLAND
PERFORMANCE IN INFRA-
TELECOM BUSINESS
 Do you provide towers to
others?

Objective: The motive behind this Question

was to know whether they provide tower for
sharing or for their own company’s service
only.

Analysis: From the data collected (sample size

6) we conclude that 16.67% or one out of six do
not provide tower sharing.
 According to you which mode of
advertisement is efficient for the sale
of dg sets in telecom sector?

OBJECTIVE: The underlying objective concerns

with knowing the effective mode of selling the DG
sets in telecom sector.
ANALYSIS: From the response I conclude that
direct marketing is the most efficient mode of
advertisement and Ashok Leyland should use their
selling statergy via direct marketing.
No. of circles in which your
towers are located?

.
 What is the kVA of the generator used
for power back-up in telecom towers?

Objective: The motive behind the question was to know the use of
different kVA of generator according to traffic on site.
1.Normal site.
2.Base control site
3.Master control site

Analysis: We come to know at normal site 10-15kVA are used.

At base control site 15-20kVA is used
1.Master control site.
At master control site 20-25kVA is used
1.Base control site.
 Are you satisfied with the performance
of your specified generator?

Objective: The motive behind this question was to know

the customer’s satisfaction with respect to the DG in use.

Analysis: I come to conclude that satisfaction level with

the performance of specified generator is high although
some suggestions were also given such as service
problem, mode of payment availability of spare parts
were suggested.
 Do you know the different brands
of DG sets available in the market?

Objective: the motive behind was brand recognition.

Analysis: I come to conclude that

•Cummins
•Mahindra and Mahindra
•Ashok Leyland
•Kirloskar
Do occupies place in mind of customers
If you need a DG set ,on what
criteria you will rate it? ( rank
them)
 If the Generator set were a
personality/person, what would it be?
Rank the different service attributes
according to your preference.
 What strategy do you think that
company should follow for damage /
faulty DG sets under warranty?
 What are the different qualities of
Ashok Leyland DG sets which influence
you to buy it?
Which type of service package of AL
you prefer?
According to you, where AL service is
lacking?
Do you think that 3G will increase the
no. of towers in huge?
 to fill and rate attributes from 1 to 5 in a given chart
Attribute customers of Power Solution Business that is they have
Mahindra &mahindra Kirloskar Ashok Leyland Eicher Escorts Cummins

This performance evaluation chart was filled by

Service
Performance Evaluation Chart
Cost
Fuel efficiency
Eco-friendly
Vibration/noise
Flexibility
Availability of spare parts
Resale value
Serviceability
Brand name
Reliability/ durability
Maintenance cost
Efficient on full load
Easy to operate
Easy to install
Space coverage
Quality of canopy
Completion time for an order

Mode of payment
. Over All Performance
 Results & Discussions
It is concluded that delivery performance of Ashok Leyland
is performing well as compared to its competitors.
•
Product reliability is good but there is scope for betterment
through research and development.
•
In service sector Ashok Leyland is lacking and steps should
be taken to improve service network and quality.
•
On supplier flexibility Ashok Leyland is performing well.
•
Ashok Leyland DG complies with CPCB norms.
 Results & Discussions

In fuel consumption Ashok Leyland is rated good although

AL’DG is technically superior hence better marketing strategy
is to be followed to let Ashok Leyland capture more market.

Branding strategy needs improvement.

Availability of spare parts has to be improved upon.

The pricing strategy followed by AL is effective.

Mode of payment needs improvement.

Ashok Leyland DG is easy to operate and install.

 Results & Discussions

Quality of canopy is good.

Space coverage is less as compared to its competitors.

Ashok Leyland performance on completion time of an order is

effective.

Resale value of Ashok Leyland DG is good.

Customers value AL’s brand name highly.

Ashok Leyland gives good discount to its prime customers.

 Conclusions &
Recommendations
Service has to be improved as we found out that Ashok Leyland lacks in
its after sales service network and it is more time consuming.

Super silent DG’s on roof based towers or important public places e.g.
hospitals need to be installed so emphasis should be laid on better
acoustics and less space coverage.

More research and development needed for more ecofriendly and less
vibration and noise DG.

More versatile DG’s are needed for adverse and remote areas.

The advertisement should be more vigorous.

Easy availability of spare parts should be there through dealer network.

Branding strategy needs further emphasis.

 Implications For Future
Research
Super silent DGs are more in demand.

Acoustics need betterment also canopy (space) reduction is to

be done.

More fuel efficient DGs have demand

Research and development needed for more ecofriendly and

more efficient dgs.

More versatile DGs for adverse and remote areas

INTERNAL ENVIRONMENT
THANK YOU