BAJAJ ELECTRICALS

Presented by:Amish Narang(PGFA1615)

Amisha Jain(PGFA1616)Apoorva Kr. Singh(PGFA1627)

Devanshi Tyagi(PGFA1642)Dhruv Abhishek Singh(PGFA1643)

DEALER NAME-Mr. PRAMOD KUMAR

Mobile Number-9810824113d

Picture With Dealer

• Where we are – current situation

• Where we want to go - Objective

• How do we reach there - Strategy

• Did we reach there - Control and analysis

Content

Corporate vision of Bajaj Electricals

“We aim to bring greater happiness to our customer by improving their quality of life, while enhancing

stakeholder value.”

About • Part of the Rs. 28000 crores “Bajaj group”• BEL is a 79 year old trusted company with a turnover of Rs.

3099 Crores and market capitalization of around Rs. 2000 crores.

• BEL was incorporated on 14 July 1938 as Radio Lamp Works Limited under the Indian Companies Act, 1913 as a Public company limited.

• BEL has 19 branch offices spread in different parts of the country with a chain of about 1000 distributors, 4000 authorised dealers, over 400,000 retail outlets and over 282 Customer Care centres.

BAJAJ ELECTRICALS PRODUCTS

B2CAppliances

Fans

Lighting

B2BLuminaries

Engineering &

Projects

Corporate vision of Bajaj Electricals

“ Enhancing quality of life and bringing happiness with sustainability”.

MISSIONIntegrity: Having complete integrity alignment in what we feel, what

we speak and what we do, thereby demonstrating honesty and having strong moral principles. Having firm belief in the reliability, truth and ability of all stakeholders and company processes.

Team work: Believing in ‘One for all and all for One’ thereby working together to exceed our expectations in achieving organisational objectives.

Empowerment: Creating conditions and enabling people to take responsibility for enhanced contribution towards personal and organisational objectives.

Customer Delight: Proactively anticipating internal and external customer needs and relentlessly working towards exceeding their expectations.

Innovation: To continuously explore, develop, create and implement new technology, processes, ideas and products

SWOT STRENGTH

– Decades of experience in design, development and manufacturing– Strong financial performance– Diversified into many segments and tapping sophisticated markets– High liquidity has enabled it to invest in new technologies and have

grown in many segments– Market leadership and price competitiveness– Has a strong workforce and good brand presence due to TVCs and

print adsWEAKNESS

– The brand has less penetration across international market– Market share is limited due to intense competition– Company has changed it’s logo, People are not aware of new one.

Cont.OPPORTUNITY

– Expansion through Strategic Alliances– Growth in its product line could increase demand– Population growth and urbanization is increasing the demand– Emphasis on in-house R&D for Technology Development– Focus on Technology Intensive Products– It is less into exports so it can start exporting

THREATS – Maturing categories, products, or services– New competitors with new model and new design .– Cheaper technology– Price wars

High

Stars Luminaries, Lighting, Engineering & Projects

Question markFans and Appliances

Cash cows Dogs

BCG MATRIX

BCG MATRIX

According to us, out of all the 5 SBU’s of Bajaj Electricals-

Luminaries , Engineering ,Project and Lighting are the stars of the

company as they high market share and market growth.

Appliances are question mark as the company it has high growth

rate but low market share, due to which it is planning to tie-up

with other international brands.

Fans are also question mark, as it has low market share its position

is 6th in the market.

STP Analysis

SegmentElectric Appliances, Fans and Lighting, consumer durables, engineering and project and it is affordable by every one.

Target GroupTelecom Companies, defense and aviation Entities, Construction companies, Telecommunication companies, Public utilities. It is targeted at middle sector.

PositioningA learning electrical company producing quality products with great trust. It is an premium product with an unique design.

Sales of the BAJAJ Appliances

FY16 Sales: INR 4,640 mnAs a % of total sales: 26%

FY16 Sales: INR 5,230 mnas a % of total sales: 30%

FY16 Sales: INR 2,950 mnAs a % of total sales: 16%

FY16Sales: INR 2,820 mnAs a % of total sales: 16%

FY16 Sales: INR2,090mnAs a % of total sales:12%

Divisions

1 •EPC

2•Luminous

3•CP Division

Bajaj Electricals – Broad overview

Bajaj Electricals has 6 – Strategic Business units. (Bajaj Appliances, Bajaj Lighting, Morphy Richards and Bajaj Fans)

would come under B2C (Business to Consumer) (Bajaj Luminaries and Bajaj E&P) would come under B2B (Business to

Business)

EPC (electronic and project business unit) is the undisputed leader in turn key illumination projects and high mast lighting system, including design supply installation tasting and commission

It has vast experience in power distribution and transmission line segment

Every big project comes under EPC, Bombay-Worli sea link is one of the biggest example.

Major competitors in EPC:– L&T – Crompton – Orient

EPC

Luminaries Residential to commercial Retail and industrial Bajaj luminaries expertise in light

fixtures LED lighting system Wall lighting accessories etc. Examples:

High Mast Street Lights

Major Players Philips Osram Havells etc.

Consumer Product Division

In CP division Bajaj have products like Fans, Lights, kap & Dap.

TPW (table, pedestal and wall) Price Range1. Sub-Economy 1000 -

15002. Economy 1500-

20003. Premium above 20004. Exhaust Fans 1000-15005. Ceiling Fans 1200-3000

TYPES OF FANS

Lights GLF

FPL

CFL

LED

FITTINGS

KAP

• Mixer

• Hand Grinder

• Cooker

• JMGs & Juicer

• Hand Blenders & Chopper etc.

Domestic Appliances

• Pump

• Geyser

• Room Heaters

• Iron

• Coolers

APPLIANCES MARKET SHARE

11

6

4

4

41

34

Market Share

Bajaj Electricals Pigeon KenstarPhilips Other organised sector Unorganised

FANS MARKET SHARE

15

10

10

1017

38

Market Share

Crompton Greaves Usha OrientBajaj Electricals Other Organised Unorganised

LIGHTING MARKET SHARE

14

10

85

6

17

Market Share

Philips Bajaj Electricals Crompton Greaves WiproHavells Other Organised Unorganised

Pricing

• Bajaj Follows Competitive Pricing Strategy

• Special Occasion Special Prices

• Examples:

1. Finolex capturing market because of low prices

2. Suryaprakash

Distribution Strategies• Bajaj Electrical uses Vertical integration

channel• Manufacturer• Distributor • Retailer• Consumer

• It uses RREP (Reach, Range, Expansion, Program)

Promotion• Bajaj Electricals campaign of 2016, in this they have

highlighted the companies marketing pitch“Bajaj Fans-Sabse Tez”

&Bajaj Coolers “Ek dum solid Thanda”

• To keep its growth curve intact Bajaj follows a “Mera gaon, Mera Desh”

• In Pro- Kabaddi World championship world matches Bajaj has done the branding of its lighting.

Analysis• Price of Pedestal fans should be reduced for

increasing sales (Finolex)• Promotions should be increased- Brand

ambassador should be there (orient)• Sales territory should be maximized to cover

more places• They should be constant on their TOC but not

TOD strategy. • They should more focus on their kitchen

appliances. (Prestige and Hawkins)

Cont..• More marketing of glass lined tanks (United

industrial group)• Focus more on Urban Area as market share of

Usha is maximum in room heaters• Bajaj reducing there market in cooler

segment because of “Symphony” coming up with new and better products

• More promotional activities on Pumps should be there (Crompton)

Suggestions… The company must focus more on the promotional

activities, as per the research done we can conclude that it is lacking in this segment of promotion of its products

The company must cover all the areas and assign different territories to the sales people so that larger area is covered, not only focusing on a particular area for sales.

Thank You